IJSSH 2014 Vol.4(2): 83-87 ISSN: 2010-3646
DOI: 10.7763/IJSSH.2014.V4.323

A Study of the 1Malaysia Campaign Promotion by Information Department and an Exploratory Survey on the Public Perception

Isma Zuriyya Ismail and Zaiha Ahmad
Abstract—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.

Index Terms—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: isma.zrya@gmail.com).
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: zaiha_08@yahoo.co.uk).

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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.

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