Why new media communication? Exploring the motivation of female students in a new media communication programme / Ireena Nasiha Ibnu, Fatin Najihah Sapari and Norasikin Alimom

Motivation has been underscored as an important component of student learning in the educational sector. New Media Communication is important more today than ever due to the fast growing globalisation of all facets of life.. The current study explores female students’ motivation in the New Media Communication programme. It is to be noted that , female students are lesser than male students every year, according to student admission statistics at Universiti Teknologi Mara (UiTM). Since this programme is still considered new in UiTM, (which first started in 2017), the public domain have yet to learn of its contents and what this course could offer in the future. The foundation of the New Media Communication programme is the exploration of interactive, gamified, and animated media in the production of digital content. This study aims to attract female students to apply to the New Media Communication programme when they pursue their studies so that it has equality between the numbers of female and male students. The methodology used will be a qualitative research method. Several female students from the New Media Communication programme were interviewed to for the study. Findings from this study show that their motivations are a dynamic blend of personal passion, career aspirations, and the transformative potential of new media technologies. In conclusion, this study underscores the importance of fostering an environment that acknowledges these motivations and actively supports and promotes them, ultimately contributing to the advancement and innovation of the new media communication field.