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Persuasive Political Humour on Social Media: A Study of Najib Razak’s Facebook Posts

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dc.contributor.authorMohd Faizal Kasmanien_US
dc.date.accessioned2024-05-29T02:27:22Z
dc.date.available2024-05-29T02:27:22Z
dc.date.issued2022
dc.date.submitted2023-1-31
dc.description.abstractSocial media has fostered new forms of political communication and participation. These communicative forms include wit, parody, sarcasm and memification. Politicians who attempt to enhance their popularity using a humorous tone in their online discourse, is watched by a broad audience. In doing so, they try to project a positive self-image to attract prospective voters. Using the former Malaysian prime minister, Dato’ Sri Najib Razak’s Facebook posts as a case study, this research investigates the persuasive capability of political humour. Based on interviews with 27 undergraduates students from Universiti Sains Islam Malaysia, this study analyses how exposure to political humour by Najib Razak would increase the salience of particular issues or constructs in the minds of the youth and how it contributes to bonding between politicians and audiences. This study found that the respondents who already have a high interest in politics are persuaded by Najib Razak’s political acts and decisions. However, the majority of the respondents are less persuaded by his political humour and did not think his Facebook posts will change their attitude towards him. They, however, found his humourous political message entertaining and improved his image among the younger generation.en_US
dc.identifier.epage17
dc.identifier.issn2229-872X
dc.identifier.issue1
dc.identifier.spage1
dc.identifier.urihttps://www.scopus.com/record/display.uri?eid=2-s2.0-85137024435&origin=resultslist&sort=plf-f&src=s&sid=3f1868111a303d5a05d758a34d75371e&sot=b&sdt=b&s=TITLE-ABS-KEY%28Persuasive+Political+Humour+On+Social+Media%3A+A+Study+Of+Najib+Razak%E2%80%99s+Facebook+Posts%29&sl=151&sessionSearchId=3f1868111a303d5a05d758a34d75371e
dc.identifier.urihttps://oarep.usim.edu.my/handle/123456789/10687
dc.identifier.volume14
dc.language.isoen_USen_US
dc.publisherTaylor's Universityen_US
dc.relation.ispartofJournal Of The Southeast Asia Research Centre For Communications And Humanitiesen_US
dc.subjectPolitical communication, Facebook, humour, youth, Malaysiaen_US
dc.titlePersuasive Political Humour on Social Media: A Study of Najib Razak’s Facebook Postsen_US
dc.typeArticleen_US
dspace.entity.typePublication

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