The using of Facebook in Malaysia’s 14th General Election: An Analysis of INVOKE

Zawiyah Mohd Zain, Zalinah Ahmad

2019

Abstract

The Barisan Nasional coalition had dominated Malaysian election for more than 60 years. Most of the time, the coalition party were able to have majority to form the government. However, Barisan Nasional had lost their powers to Pakatan Harapan coalition during 14th election in year 2018. The usage of social media such as Facebook may influence the result of the election. Therefore, the purpose of this paper is to discuss the using of Facebook as platform for political campaign in Malaysian 14th general election by using of INVOKE Face- book as a discussion case. This paper uses secondary data such as books, journals, social media and research reports. Information from secondary data is analyzed by using content analysis method and thematically dis- cussed. This paper argues that Facebook is the effective medium to get support from the people in 14th general election. This is due to two factors, first, Facebook had easier and greatest platform to reach among potential voters and it can be targeted very specifically to voters’ locations, demographics and interests. Second, via Facebook, peoples had discussed various scandals that happened during Najib Razak’s premiership as Prime Minister during May 2013 until May 2018. One of the popular Facebook account during 14th general election campaign is INVOKE Facebook, the volunteer organization that supported Pakatan Harapan candidates.

Paper Citation

in Harvard Style

Zain Z. and Ahmad Z. (2019). The using of Facebook in Malaysia’s 14th General Election: An Analysis of INVOKE.In Proceedings of the Second International Conference on Social, Economy, Education and Humanity - Volume 1: ICoSEEH, ISBN 978-989-758-464-0, pages 421-425. DOI: 10.5220/0009184904210425

in Bibtex Style

@conference{icoseeh19,
author={Zawiyah Mohd Zain and Zalinah Ahmad},
title={The using of Facebook in Malaysia’s 14th General Election: An Analysis of INVOKE},
booktitle={Proceedings of the Second International Conference on Social, Economy, Education and Humanity - Volume 1: ICoSEEH,},
year={2019},
pages={421-425},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009184904210425},
isbn={978-989-758-464-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the Second International Conference on Social, Economy, Education and Humanity - Volume 1: ICoSEEH,
TI - The using of Facebook in Malaysia’s 14th General Election: An Analysis of INVOKE
SN - 978-989-758-464-0
AU - Zain Z.
AU - Ahmad Z.
PY - 2019
SP - 421
EP - 425
DO - 10.5220/0009184904210425