Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity

Political branding is gaining its popularity as it is competitive in terms of voters’ market. With the involvement of consumer or voters’ choices, the branding principles have been practically functional. This paper examined four main newspapers identifying the visibility of political branding attri...

Full description

Bibliographic Details
Main Authors:	Yuslinda Mat Yassin, Hasmah Zanuddin
Format:	Article
Language:	English
Published:	Universiti Kebangsaan Malaysian 2012
Online Access:	http://journalarticle.ukm.my/5872/ http://journalarticle.ukm.my/5872/ http://journalarticle.ukm.my/5872/1/V28_2_151-172.pdf

id	ukm-5872
recordtype	eprints
spelling	ukm-58722016-12-14T06:39:42Z http://journalarticle.ukm.my/5872/ Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity Yuslinda Mat Yassin, Hasmah Zanuddin, Political branding is gaining its popularity as it is competitive in terms of voters’ market. With the involvement of consumer or voters’ choices, the branding principles have been practically functional. This paper examined four main newspapers identifying the visibility of political branding attributes of Malaysian 6th Prime Minister (PM), Dato’ Seri Najib Tun Abdul Razak during his 100 days in office. This study investigated framing and branding attributes of PM’s political strategies, visibility and images in the media. Five framing attributes adopted and modified from Semetko & Valkenburg, (2000) namely responsibility, economic consequences, morality, conflict and human interest were used. While branding attributes consists of reassurance, value-based, credible, aspirational and simple/unique. Cramer’s V, Phi value and analysis of variance (anova) statistical analysis were used to confirm the hypotheses. Universiti Kebangsaan Malaysian 2012 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/5872/1/V28_2_151-172.pdf Yuslinda Mat Yassin, and Hasmah Zanuddin, (2012) Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity. Jurnal Komunikasi ; Malaysian Journal of Communication, 28 (2). pp. 151-172. ISSN 0128-1496 http://www.ukm.my/jkom
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	Political branding is gaining its popularity as it is competitive in terms of voters’ market. With the involvement of consumer or voters’ choices, the branding principles have been practically functional. This paper examined four main newspapers identifying the visibility of political branding attributes of Malaysian 6th Prime Minister (PM), Dato’ Seri Najib Tun Abdul Razak during his 100 days in office. This study investigated framing and branding attributes of PM’s political strategies, visibility and images in the media. Five framing attributes adopted and modified from Semetko & Valkenburg, (2000) namely responsibility, economic consequences, morality, conflict and human interest were used. While branding attributes consists of reassurance, value-based, credible, aspirational and simple/unique. Cramer’s V, Phi value and analysis of variance (anova) statistical analysis were used to confirm the hypotheses.
format	Article
author	Yuslinda Mat Yassin, Hasmah Zanuddin,
spellingShingle	Yuslinda Mat Yassin, Hasmah Zanuddin, Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity
author_facet	Yuslinda Mat Yassin, Hasmah Zanuddin,
author_sort	Yuslinda Mat Yassin,
title	Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity
title_short	Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity
title_full	Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity
title_fullStr	Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity
title_full_unstemmed	Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity
title_sort	visibility of pm najib’s 100 days in office: a framing approach of his political branding identity
publisher	Universiti Kebangsaan Malaysian
publishDate	2012
url	http://journalarticle.ukm.my/5872/ http://journalarticle.ukm.my/5872/ http://journalarticle.ukm.my/5872/1/V28_2_151-172.pdf
first_indexed	2023-09-18T19:45:22Z
last_indexed	2023-09-18T19:45:22Z
_version_	1777405864037056512

Visibility of PM Najib’s 100 days in office: a framing approach of his political branding identity

Similar Items