—Since Dato Seri Mohd Najib became the Prime
Minister of Malaysia, he has based his administration on the
slogan of 1Malaysia. 1Malaysia is an important agenda aimed
at driving the country towards a developed nation status. Since
it is a new approach, we are still not sure whether this concept
are accepted or not by the people as a tool of change,
development and integration. It is the intention of this study to
identify the strategies adopted by the Information Department
(a department under the Ministry of Information,
Communication and Culture) to promote the campaign, the
obstacles they faced, and the people's perception. To analyze
the strategies and challenges, this study obtained information
through interview with representative from the particular
department. Meanwhile, a survey has been conducted covering
respondents of the three major ethnicities, namely Malay,
Chinese and Indian (n=90). From the empirical research done,
a majority of the respondents indicated positive perception on
this campaign and hope it will continue. Information
Department is also actively conducting various activities in
promoting the 1Malaysia campaign. Since the campaign seems
to have garnered the people‘s support, this campaign should
be continued with a variety of programs and approaches, so
that all Malaysians can benefit from it.
—Campaign, public perception, public opinion.
Isma Zuriyya Ismail is a Junior Lecturer at Broadcasting Department,
Faculty of Communication and Media Studies, University Technology
MARA, 40450 Shah Alam, Selangor, Malaysia (e-mail:
Zaiha Ahmad is the Head in Centre for Mass Media Studies at Faculty
of Communication and Media Studies, University Technology MARA,
40450 Shah Alam, Selangor, Malaysia (-email: firstname.lastname@example.org).
Cite: Isma Zuriyya Ismail and Zaiha Ahmad, " A Study of the 1Malaysia Campaign Promotion by
Information Department and an Exploratory Survey on
the Public Perception," International Journal of Social Science and Humanity vol. 4, no. 2, pp. 83-87, 2014.