Political Marketing And Barisan Nasional During The 13Th General Election (2013) In Penang
Nowadays, voters are viewed as becoming more mature in making decisions, adversely leading to a political tsunami in Malaysia. This scenario is unpredictable and poses challenges for political parties to gain majority support. As a result, exploring the best political marketing methods for convin...
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my-usm-ep.601832024-03-14T03:06:17Z Political Marketing And Barisan Nasional During The 13Th General Election (2013) In Penang 2023-05 Koay, Hean Wei LC5800-5808 Distance education. Nowadays, voters are viewed as becoming more mature in making decisions, adversely leading to a political tsunami in Malaysia. This scenario is unpredictable and poses challenges for political parties to gain majority support. As a result, exploring the best political marketing methods for convincing voters is critical in Malaysia’s governance and political landscape. Using the Lees-Marshment Model as an analytical framework, this study focuses on the political marketing process and the model used by Barisan Nasional (BN) during the 13th General Election (GE13) in Penang. In-depth interviews with 18 informants from three BN political parties: UMNO, MCA, and Gerakan were conducted using semi-structured questions. Data from interviews were recorded andanalysed using Content Analysis. Surprisingly, the study’s main findings showed that the Lees-Marshment Model was not reflecting the political marketing trends employed by BN during GE13 in Penang. Based on the feedback received, this study introduces Chief-Oriented Product, a political marketing method primarily focused on the Chief or Party Leader. To sum up, the personality and behaviour of Party Leaders play a significant role in convincing voters in decision-making. 2023-05 Thesis http://eprints.usm.my/60183/ http://eprints.usm.my/60183/1/24%20Pages%20from%20KOAY%20HEAN%20WEI.pdf application/pdf en public phd doctoral Perpustakaan Hamzah Sendut Pusat Pengajian Jarak Jauh |
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Universiti Sains Malaysia |
| collection |
USM Institutional Repository |
| language |
English |
| topic |
LC5800-5808 Distance education. |
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LC5800-5808 Distance education. Koay, Hean Wei Political Marketing And Barisan Nasional During The 13Th General Election (2013) In Penang |
| description |
Nowadays, voters are viewed as becoming more mature in making decisions,
adversely leading to a political tsunami in Malaysia. This scenario is unpredictable and
poses challenges for political parties to gain majority support. As a result, exploring the
best political marketing methods for convincing voters is critical in Malaysia’s
governance and political landscape. Using the Lees-Marshment Model as an analytical
framework, this study focuses on the political marketing process and the model used by
Barisan Nasional (BN) during the 13th General Election (GE13) in Penang. In-depth
interviews with 18 informants from three BN political parties: UMNO, MCA, and
Gerakan were conducted using semi-structured questions. Data from interviews were
recorded andanalysed using Content Analysis. Surprisingly, the study’s main findings
showed that the Lees-Marshment Model was not reflecting the political marketing trends
employed by BN during GE13 in Penang. Based on the feedback received, this study
introduces Chief-Oriented Product, a political marketing method primarily focused on
the Chief or Party Leader. To sum up, the personality and behaviour of Party Leaders
play a significant role in convincing voters in decision-making. |
| format |
Thesis |
| qualification_name |
Doctor of Philosophy (PhD.) |
| qualification_level |
Doctorate |
| author |
Koay, Hean Wei |
| author_facet |
Koay, Hean Wei |
| author_sort |
Koay, Hean Wei |
| title |
Political Marketing And Barisan Nasional During The 13Th General Election (2013) In Penang |
| title_short |
Political Marketing And Barisan Nasional During The 13Th General Election (2013) In Penang |
| title_full |
Political Marketing And Barisan Nasional During The 13Th General Election (2013) In Penang |
| title_fullStr |
Political Marketing And Barisan Nasional During The 13Th General Election (2013) In Penang |
| title_full_unstemmed |
Political Marketing And Barisan Nasional During The 13Th General Election (2013) In Penang |
| title_sort |
political marketing and barisan nasional during the 13th general election (2013) in penang |
| granting_institution |
Perpustakaan Hamzah Sendut |
| granting_department |
Pusat Pengajian Jarak Jauh |
| publishDate |
2023 |
| url |
http://eprints.usm.my/60183/1/24%20Pages%20from%20KOAY%20HEAN%20WEI.pdf |
| _version_ |
1794024102210568192 |