Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin

Wan Zainodin, Wan Hartini (2018) Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin. In: The Doctoral Research Abstracts. IGS Biannual Publication, 14 . Institute of Graduate Studies, UiTM, Shah Alam.

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Abstract

This qualitative study focuses the engagement and consequences of user generated online video and its virality towards Gen Y political inclination. To gain insights on the central focus of this study, six research questions were addressed : (1) Why Gen Y are utilizing the User-generated online video in understanding the state political scenario?, (2) How does virality of User-generated online video contributes to voting decision among Gen Y?, 3) How does the User-generated online video and its virality contribute to the perception of Gen Y towards the Federal Government ruling parties?, (4) How does User-generated online video and its virality contribute to the perception of Gen Y towards the opposition parties?, (5) How does User-generated online video and its virality contribute to the perception of Gen Y towards the Federal Government ruling politicians?, and (6) How does User-generated online video and its virality contribute to the perception of Gen Y towards opposition politicians? This study was guided with three theories; (i) Uses and Gratifications Theory, (ii) Media System Independency Theory and Standpoint Theory. Using phenomenology approach, salient discoveries were obtained through indepth interviews with 15 User Generated Online Video (UGOV) User residing in Klang Valley. Data analysis was conducted simultaneously with data collection and the NVivo 11.0 software was used in the process of coding…

Item Type: Book Section
Creators:
CreatorsID Num.
Wan Zainodin, Wan HartiniUNSPECIFIED
Subjects: H Social Sciences > HQ The family. Marriage. Woman > Life skills. Coping skills. Everyday living skills
H Social Sciences > HQ The family. Marriage. Woman > Life style
Divisions: Institut Pengajian Siswazah (IPSis) : Institute of Graduate Studies (IGS)
Series Name: IGS Biannual Publication
Volume: 14
Item ID: 22262
Uncontrolled Keywords: Abstract; Abstract of thesis; Newsletter; Research information; Doctoral graduates; IPSis; IGS; UiTM;
Last Modified: 17 Jan 2019 07:05
Depositing User: Staf Pendigitalan 7
URI: http://ir.uitm.edu.my/id/eprint/22262

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