Political Communication and Election Campaigning on Facebook During the 15th Selangor State Legislative Assembly General Election

In every election, political parties and candidates need to convince their voters to elect for them. Facebook has become one of the most popular social media platforms that being used in Malaysia election campaigns. This platform had a wide range of user, easy to access, and provide the facility for the election candidates and political party to connect directly with their voters. It tackled the expectation and issues raised. This study focuses further into this area by reviewing the usage of Facebook of selected candidates in election campaign during the 15th Selangor State Legislative Assembly General Election. Varieties, characteristics, issues highlighted, and viewpoints of prominent candidates’ Facebook posts during the campaign were investigated. Content analysis of the selected candidates’ Facebook posts showed that the candidates had strategically and dynamically used Facebook as a medium to create and sustain a positive feedback. The findings hope to further comprehend the relevancy of Facebook as one of social media platform in politics. The outpouring of political participating through Facebook in Selangor election perceived a trend of more consistent social media tool usage as a part of Malaysia politics political strategies