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Testing the third-person effects theory on political campaign in Malaysia

This paper tests the use of Third-Person Effect Theory (TPET) on political campaign on self, family, supporters, non-supporters, and non-supporters of other parties. Previous research mainly tested the TPET on the mass media. Thus, the application of the TPET is extended to gauge the effect of polit...

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Main Authors: Syed Abdullah Idid, Syed Arabi, Wok, Saodah
Format: Conference or Workshop Item
Language:English
Published: 2010
Subjects:
HE Transportation and Communications
Online Access:http://irep.iium.edu.my/626/1/TESTING_3PE_-_FINAL_3032010.pdf
http://irep.iium.edu.my/626/
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spelling my.iium.irep.6262011-07-21T04:01:20Z http://irep.iium.edu.my/626/ Testing the third-person effects theory on political campaign in Malaysia Syed Abdullah Idid, Syed Arabi Wok, Saodah HE Transportation and Communications This paper tests the use of Third-Person Effect Theory (TPET) on political campaign on self, family, supporters, non-supporters, and non-supporters of other parties. Previous research mainly tested the TPET on the mass media. Thus, the application of the TPET is extended to gauge the effect of political campaign. This is important as the campaign can have a great influence on those who are the target of the campaign. The study tries to find out the effects of campaign as a vehicle in mobilizing the audience on the voting outcome of the political campaign. The study was conducted nationwide involving 1654 respondents. Data were collected using an interview schedule. Data were analyzed for its descriptive and inferential statistics to answer the objectives of the study and to test the hypotheses of the study. Findings show that, on the whole, the respondents think that the political campaigns are able to influence the party supporters, whether they belong to the reigning party or the opposition party. In addition, the respondents who are supporters of the ruling party said that they and their families are very much influenced by BN political campaign. The supporters of the opposition also have similar perception of their own party. Therefore, the Third-Person Effect Theory holds true for the study on political campaign effects. 2010 Conference or Workshop Item REM application/pdf en http://irep.iium.edu.my/626/1/TESTING_3PE_-_FINAL_3032010.pdf Syed Abdullah Idid, Syed Arabi and Wok, Saodah (2010) Testing the third-person effects theory on political campaign in Malaysia. In: International Communication and Media Conference (ICOME’10), 18-20 June 2010, Melaka.
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic HE Transportation and Communications
spellingShingle HE Transportation and Communications
Syed Abdullah Idid, Syed Arabi
Wok, Saodah
Testing the third-person effects theory on political campaign in Malaysia
description This paper tests the use of Third-Person Effect Theory (TPET) on political campaign on self, family, supporters, non-supporters, and non-supporters of other parties. Previous research mainly tested the TPET on the mass media. Thus, the application of the TPET is extended to gauge the effect of political campaign. This is important as the campaign can have a great influence on those who are the target of the campaign. The study tries to find out the effects of campaign as a vehicle in mobilizing the audience on the voting outcome of the political campaign. The study was conducted nationwide involving 1654 respondents. Data were collected using an interview schedule. Data were analyzed for its descriptive and inferential statistics to answer the objectives of the study and to test the hypotheses of the study. Findings show that, on the whole, the respondents think that the political campaigns are able to influence the party supporters, whether they belong to the reigning party or the opposition party. In addition, the respondents who are supporters of the ruling party said that they and their families are very much influenced by BN political campaign. The supporters of the opposition also have similar perception of their own party. Therefore, the Third-Person Effect Theory holds true for the study on political campaign effects.
format Conference or Workshop Item
author Syed Abdullah Idid, Syed Arabi
Wok, Saodah
author_facet Syed Abdullah Idid, Syed Arabi
Wok, Saodah
author_sort Syed Abdullah Idid, Syed Arabi
title Testing the third-person effects theory on political campaign in Malaysia
title_short Testing the third-person effects theory on political campaign in Malaysia
title_full Testing the third-person effects theory on political campaign in Malaysia
title_fullStr Testing the third-person effects theory on political campaign in Malaysia
title_full_unstemmed Testing the third-person effects theory on political campaign in Malaysia
title_sort testing the third-person effects theory on political campaign in malaysia
publishDate 2010
url http://irep.iium.edu.my/626/1/TESTING_3PE_-_FINAL_3032010.pdf
http://irep.iium.edu.my/626/
_version_ 1643604644867342336
score 13.211869

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