The dynamics of message processing among the young generation

The case of 1Malaysia

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Communication campaign is a social apparatus to educate the public. It aims to inform, persuade and/or motivate attitude change among the target audiences on issues, problems or innovations. The concept of 1Malaysia is one of the recent innovations in the form of ideas introduced by the current government under the leadership of Dato' Seri Mohd Najib Tun Razak. Numerous forms of messages on 1Malaysia were formulated and disseminated over the media. This paper discusses message processing by the audiences on the concept of 1Malaysia. The discussion is based on a survey among 200 young generation studying in the Klang Valley areas. The study gauges their opinions on the meaning of 1Malaysia, their understanding, and probable actions taken after being exposed to the messages. The findings indicate that the exposure to the messages of 1Malaysia is rather high, indicating that they either read, see or listen to the messages in various media. The respondemts have somehow embraced the spirit of 1Malaysia in their inter ethnic relation and interaction. However, more programs or events are recommended to promote the values in 1Malaysia among the young generation.

Original languageEnglish
Pages (from-to)65-70
Number of pages6
JournalAsian Social Science
Volume8
Issue number5
DOIs
Publication statusPublished - 2012

Fingerprint

ethnic relations
innovation
attitude change
campaign
leadership
event
communication
interaction
Values
Young Generation
Innovation
Message Processing
Communication
Target Audience
Attitude Change
Government
Interaction
Interethnic Relations
Attitude change

Keywords

  • 1Malaysia
  • Communication campaign
  • Message processing
  • Young generation

ASJC Scopus subject areas

  • Social Sciences(all)
  • Arts and Humanities(all)
  • Economics, Econometrics and Finance(all)

Cite this

@article{4c5fb501c93c4e46859567d62fa29b60,
title = "The dynamics of message processing among the young generation: The case of 1Malaysia",
abstract = "Communication campaign is a social apparatus to educate the public. It aims to inform, persuade and/or motivate attitude change among the target audiences on issues, problems or innovations. The concept of 1Malaysia is one of the recent innovations in the form of ideas introduced by the current government under the leadership of Dato' Seri Mohd Najib Tun Razak. Numerous forms of messages on 1Malaysia were formulated and disseminated over the media. This paper discusses message processing by the audiences on the concept of 1Malaysia. The discussion is based on a survey among 200 young generation studying in the Klang Valley areas. The study gauges their opinions on the meaning of 1Malaysia, their understanding, and probable actions taken after being exposed to the messages. The findings indicate that the exposure to the messages of 1Malaysia is rather high, indicating that they either read, see or listen to the messages in various media. The respondemts have somehow embraced the spirit of 1Malaysia in their inter ethnic relation and interaction. However, more programs or events are recommended to promote the values in 1Malaysia among the young generation.",
keywords = "1Malaysia, Communication campaign, Message processing, Young generation",
author = "Abdullah, {Mohd. Yusof} and Ali Salman",
year = "2012",
doi = "10.5539/ass.v8n5p65",
language = "English",
volume = "8",
pages = "65--70",
journal = "Asian Social Science",
issn = "1911-2017",
publisher = "Canadian Center of Science and Education",
number = "5",

}

TY - JOUR

T1 - The dynamics of message processing among the young generation

T2 - The case of 1Malaysia

AU - Abdullah, Mohd. Yusof

AU - Salman, Ali

PY - 2012

Y1 - 2012

N2 - Communication campaign is a social apparatus to educate the public. It aims to inform, persuade and/or motivate attitude change among the target audiences on issues, problems or innovations. The concept of 1Malaysia is one of the recent innovations in the form of ideas introduced by the current government under the leadership of Dato' Seri Mohd Najib Tun Razak. Numerous forms of messages on 1Malaysia were formulated and disseminated over the media. This paper discusses message processing by the audiences on the concept of 1Malaysia. The discussion is based on a survey among 200 young generation studying in the Klang Valley areas. The study gauges their opinions on the meaning of 1Malaysia, their understanding, and probable actions taken after being exposed to the messages. The findings indicate that the exposure to the messages of 1Malaysia is rather high, indicating that they either read, see or listen to the messages in various media. The respondemts have somehow embraced the spirit of 1Malaysia in their inter ethnic relation and interaction. However, more programs or events are recommended to promote the values in 1Malaysia among the young generation.

AB - Communication campaign is a social apparatus to educate the public. It aims to inform, persuade and/or motivate attitude change among the target audiences on issues, problems or innovations. The concept of 1Malaysia is one of the recent innovations in the form of ideas introduced by the current government under the leadership of Dato' Seri Mohd Najib Tun Razak. Numerous forms of messages on 1Malaysia were formulated and disseminated over the media. This paper discusses message processing by the audiences on the concept of 1Malaysia. The discussion is based on a survey among 200 young generation studying in the Klang Valley areas. The study gauges their opinions on the meaning of 1Malaysia, their understanding, and probable actions taken after being exposed to the messages. The findings indicate that the exposure to the messages of 1Malaysia is rather high, indicating that they either read, see or listen to the messages in various media. The respondemts have somehow embraced the spirit of 1Malaysia in their inter ethnic relation and interaction. However, more programs or events are recommended to promote the values in 1Malaysia among the young generation.

KW - 1Malaysia

KW - Communication campaign

KW - Message processing

KW - Young generation

UR - http://www.scopus.com/inward/record.url?scp=84859172395&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84859172395&partnerID=8YFLogxK

U2 - 10.5539/ass.v8n5p65

DO - 10.5539/ass.v8n5p65

M3 - Article

VL - 8

SP - 65

EP - 70

JO - Asian Social Science

JF - Asian Social Science

SN - 1911-2017

IS - 5

ER -