A study third-person effect theory on Sarawak State Election 2016 /
Publicity and influential messages are part of numerous strategies to win over potential voters, especially during the period of political campaigns. While they are important for every political party, there are differences in voters' perceptions in terms of the effectiveness of political campa...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
Kuala Lumpur :
Kulliyyah of Islamic Revealed Knowledge and Human Sciences, International Islamic University Malaysia, c2019
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| Subjects: | |
| Online Access: | http://studentrepo.iium.edu.my/handle/123456789/9741 |
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| Summary: | Publicity and influential messages are part of numerous strategies to win over potential voters, especially during the period of political campaigns. While they are important for every political party, there are differences in voters' perceptions in terms of the effectiveness of political campaign materials used. It is necessary to investigate voters' perception of the influence of political campaign materials on themselves, family, and same party supporters as well as their perception of the influence on others, meaning people from the opposition parties and undecided voters. The study of perceived influence is led by the third-person effect (TPE) theory. This study employed the TPE theory to understand how campaign materials are perceived to have or not to have an influence on self and others. The TPE theory deems that the audience members perceive media messages especially negatives messages, to have less or no influence on self but a high influence on others. This theory, introduced by Davison (1983), has previously been used to study the perceived negative influence on the audience, such as in stereotyping and pornography. He suggests that individuals perceive negative messages to have a greater impact not on “me” or “you” but on “them”, which is defined as the third person. This study is based on the perception of individuals of the influence of political campaign materials used by Barisan Nasional (BN) during the Sarawak State Election 2016. It addresses the following objectives: (1) to determine the supporters' perceptions of the influence of BN political campaign materials on self and others, (2) to investigate the perceived influence of the materials used in the political campaign by BN on opposition party (DAP and PKR) supporters (self, family, same party supporters) as well as non-supporters and uncertain voters, and (3) to compare the perceived influence between supporters of political parties on BN campaign materials. Using quota sampling, a total of 1025 respondents participated in this study. This study was conducted using quantitative research design by distributing a questionnaire as an instrument for data collection. Findings show a strong first-person effect or “reversed” TPE among BN supporters whereas for the opposition supporters, BN campaign materials were perceived as having a low influence on themselves but a high influence on others, which indicates the classic TPE theory. Therefore, the third-person effect (TPE) theory holds true in the Sarawak State Election 2016. |
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| Physical Description: | xiv, 84 leaves : illustrations ; 30cm. |
| Bibliography: | Includes bibliographical references (leaves 70-74). |