Jurnal Komunikasi: Malaysian Journal of Communication
If the article is accepted for publication, copyright of this article will be vested to UKM Press, National University of Malaysia (UKM). All articles published in this journal are licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) license, unless otherwise stated.
A Qualitative Exploration of Hate Speech Manifestation in Afghanistan’s Twitter-Sphere
The proliferation of hate speech on social media in recent years has become a public concern. This infodemic not only tears apart intergroup relationships and poses adverse psychological consequences but can also instigate violence and hate crimes. Due to hate speech perplexity and multi-dimensionality across different cultures and languages, researchers have called for worldwide investigations into its cross-language identification and manifestation. Employing a corpus of 536,080 characters and 68,975 tokens in Persian and Pashtu languages, a dataset from Twitter, this study explored the causes and manifestations of hate speech among Twitter users in Afghanistan through a qualitative investigation. The findings showed that real-life conflictual events are the primary source of hate speech among Afghanistan’s Twitter users. Political instability and sectarianism, coupled with the traumatic experience of war, violence, and injustice in the past, resulted in profound public grievances being reflected on social media. The study also noted that hate speech is manifested in four main ways: gender-based, racial/ethnic, political, and religious hate speech. The results highlight the need for governments to tackle the underlying real-world hate-fueling problems to lessen their adverse effects on individuals and society online. The research implications and relevant suggestions are also discussed at the end of the article. Keywords: Afghanistan, hate speech, media affordance, national identity, Twitter. https://doi.org/10.17576/JKMJC-2025-4103-01
Copyright (c) 2025 Jurnal Komunikasi: Malaysian Journal of Communication
Visual Ethnography of Global Brands Advertisement in Addressing Social Distancing during Pandemic COVID-19 Crisis
Global brand communication has undergone a significant transformation in response to global health crises, shifting toward more empathetic, socially responsible, and visually driven strategies. This paper examines how five leading transnational brands—McDonald's, Nike, Burger King, Coca-Cola, and IKEA—have adapted their advertising messages to encourage social distancing, promote unity, and reflect shifting consumer values. Using a qualitative visual ethnographic method, the study analyses key advertisements as cultural artifacts that convey shared social meanings. Visual messages of both brands are examined by logo variation, narrative copy, and campaign tactics that negotiate global consistency and local cultural sensitivity. Results are complemented by expert insights from journalists, marketing communication practitioners, and visual designers offering more in-depth explanations of how advertisements function in times of crisis. The study employs semiotic theory, symbolic interactionism, and the concept of glocalization to examine how visual branding conveys values such as resilience, care, and community. Findings reveal that brands not only reinforced health messages but also cultivated consumer trust through emotionally resonant visuals and symbolic storytelling. These efforts were instrumental in maintaining consumer allegiance and public engagement, even in the face of disruptions to everyday life and commercial operations. This research contributes to the literature on the evolving role of advertising in the global landscape by illustrating how brands serve as both market leaders and cultural mediators in times of crisis. Keywords: Advertisement, brand loyalty, global brands, visual ethnography, consumer behaviour. https://doi.org/10.17576/JKMJC-2025-4103-02
"You are Amazing! That's Why I Follow You": Athlete Brand Image through the Fan's Point of View
Social media has shifted the way sports fans look at athletes and sports teams. The attachment between sports fans and athletes or sports teams involves the brand image built by athletes and sports teams in the media. The number of followers on an athlete's Instagram account indicates a certain brand image value that can be an asset for an athlete, team and sponsor. This study determines the features of Instagram as a social media and the form of athlete brand image associated with fans' intention to follow athletes' Instagram accounts, and conducted a cross-sectional online survey of 1477 respondents by distributing a Google Form link on several sports community WhatsApp groups. Evaluation of the structural and measurement models was carried out using PLS-SEM to answer several hypotheses proposed in this study. The result shows athlete’s brand image (ABI) directly influences and can mediate the influence of Instagram social media characteristics on the fans’ intention to follow favourite athlete accounts. This study presents a theoretical contribution to the under-researched literature on ABI and strengthens the findings of several previous studies by highlighting the important role of athletic performance factors in creating ABI through Instagram. Keywords: Sports branding, athlete brand image, Instagram account characteristics, intention to follow, social media. https://doi.org/10.17576/JKMJC-2025-4103-03
Communication Strategies of Bisexual Men in Mixed-Orientation Marriages in Malaysia
Mixed-orientation marriages (MOMs), where one partner identifies as a sexual minority, present complex relational and psychological challenges particularly within conservative, religiously governed societies such as Malaysia. Bisexual men in these marriages must negotiate their sexual identities while conforming to heteronormative expectations, religious norms, and cultural silence surrounding non-heterosexual orientations. This study investigates the communication strategies employed by bisexual men to manage their identities and sustain their marital relationships within such constraints. Using a qualitative research design, in-depth semi-structured interviews were conducted with 15 self-identified bisexual men in heterosexual marriages across multiple regions in Malaysia. Thematic analysis was guided by Goffman’s dramaturgical theory, which conceptualizes social life as a series of performances structured through frontstage and backstage dynamics. The findings reveal five key communication strategies: (i) concealment, (ii) non-verbal communication, (iii) conflict avoidance, (iv) selective disclosure, and (v) digital communication. These strategies serve as identity management tools through which informants balance personal authenticity with marital harmony in a high-stigma environment. This study contributes to scholarship on identity negotiation, communication, and LGBTQ+ experiences in non-Western contexts, while also extending Goffman’s dramaturgical theory into the domain of sexual identity concealment within traditional marital institutions. The findings underscore the emotional significance of digital platforms, the need for stigma-sensitive mental health services, and the importance of culturally responsive support for bisexual men navigating marriage under moral and legal scrutiny. Future research should include longitudinal inquiry and explore the perspectives of heterosexual spouses to provide a more holistic understanding of mixed-orientation marriages in Malaysia. Keywords: Communication strategies, mixed-orientation marriages, identity management, bisexual men, Malaysia. https://doi.org/10.17576/JKMJC-2025-4103-04
Comparing Social Media in China and Kyrgyz Republic: Trends, Influence, and Cultural Differences
Considering the increasing importance of intercultural interaction, the study of the development of social media in China and Kyrgyz Republic, two countries with unique cultural and social contexts, becomes a relevant issue for research. The purpose of this study was to compare the characteristics of social media in China and Kyrgyz Republic, as well as to identify trends, assess the impact of social media on the societies of these two countries and investigate cultural differences that affect their use and perception. The following methods were used in the study: analysis, generalization, comparison, statistical method. The study highlighted the policy of regulating the media and the Internet. Specifically, it found that in China there are restrictions on the use of particular social networks, unlike Kyrgyz Republic. Based on the conducted research, it was found that more than 1.067 billion people joined the number of Chinese Internet users as of December 2022, while in Kyrgyz Republic, at the beginning of 2023, the number of Internet users reached 5.21 million. The study also examined trends in the development of social media, namely, China and Kyrgyz Republic adhere to a policy aimed at high-tech and innovative development. As a result of this study, the essence and role of social media was highlighted, specifically, modern social media plays a major role in the dissemination and exchange of information, in the development of popular culture, communication, education, business, and entertainment. Keywords: Public opinion, user behaviour, political regulation, information exchange, Internet. https://doi.org/10.17576/JKMJC-2025-4103-05
Digital Opinion Polarization on Judicial Decisions: A Social Media Analysis of Indonesia's Vice Presidential Candidacy Controversy
Digital opinion polarization in relation to Indonesia’s Constitutional Court’s decision regarding age limits for vice-presidential candidates represents an important issue for democratic legitimacy in digitally revitalised countries. This research assesses how sentiments on platform X (formerly Twitter) became emotionally charged clusters after the Court’s decision and implications for trust in law. Using a descriptive‐qualitative framework, we gathered 14,310 tweets through purposive sampling of hashtags, analysed using inductive thematic coding and NVivo, and triangulated findings with sentiment and social‐network analysis from Drone Emprit. We found that just over 60 % of the discourse was polarizing and negative, suggesting the ruling an encroachment by the executive, 29 % marginally positively suggested the ruling was an opportunity for youth leadership, and 11 % had neutral sentiment. The visualized network showed narrow echo chambers supporting the amplification of affective narratives and diminishing deliberation across camps on public social media. This study employs the Digital Movement of Opinion framework and political-communication theory to analyse how legal controversies in the Global South can create rapid, polarization cycles of opinion that threaten online judicial legitimacy. Overall, the research provides insights that scholars and policymakers may draw on to inform strategies toward rebuilding institutional trust and reducing disinformation in the public social media sphere after a court verdict. Keywords: Public opinion, social media, netizen, presidential election, constitutional court. https://doi.org/10.17576/JKMJC-2025-4103-06
Addressing Groupthink: Political Communication Strategies in the Indonesian Parliament Efficient and Impactful Policies
This research emphasises the presence of symptoms of groupthink due to the perceived failure of judgements made under the Public Information Disclosure Act (PID) from the standpoint of civil society. The techniques employ instrumental case study inside the member group of Commission 1 of the Parliament of Indonesia. The findings demonstrated effective approaches to mitigate groupthink. The study utilises both primary and secondary data sources. Primary data refers to information that is obtained directly from the topic or thing being investigated. They serve as a research informant. The main source of information in this study was the official records of the meetings of Commission I of the House of Representatives from 2004 to 2009, where the discussion on the PID Bill took place. Furthermore, this study is supported by interviews conducted with carefully chosen informants who can provide evidence of the accuracy of the current meeting minutes or possess the necessary information required for this research. The chairman of the meeting in the commission I group is regarded as an adept moderator who can effectively handle and include all comments and criticisms from its members. The second tactic noticed involves conducting public hearing meetings to solicit expert opinions from academics, practitioners, and NGOs. The third tactic that emerges from the group dynamics during the discussion on defining public bodies is the involvement of certain group members who openly assume the position of devil's advocate. Keywords: Groupthink, political group, communication, Indonesian parliament, Public Information Disclosure Act. https://doi.org/10.17576/JKMJC-2025-4103-07
Measuring Psychometric Analysis of Sexting Prevention Competencies among Social Media Users in Malaysia
The surge in the utilisation of social media has brought about new challenges, with one of the most critical concerns being the rise of sexting behaviours among social media users. The skills necessary to use social media programs effectively are the subject of various questions and concerns. Therefore, it is crucial for social media users to possess sexting prevention competencies in navigating the online world responsibly. The objective of this article is to develop and validate a psychometric scale to measure sexting prevention competencies among social media users in Malaysia. The results of the analysis based on a survey conducted among 412 social media users from five states in Malaysia which are Perlis, Selangor, Melaka, Pahang, and Sarawak. The Sexting Prevention Competencies scale instruments are developed from the digital citizenship framework by Ribble (2015) to test the value of sexting prevention competencies of social media users through Exploratory Factor Analysis (EFA) and the establishment of the Confirmatory Factor Analysis (CFA) Model of Sexting Prevention Competencies Scale. Factor analysis solves the challenge of determining the number of constructs needed to explain a set of measures' relationships. Findings show that multi-dimensional model of sexting prevention competencies has achieved convergence validity based on significant relationship variables. These extracted factors also have good discriminant validity. Therefore, in the context of Malaysian social media users, the instruments that were constructed were valid and trustworthy for accessing the targeted variables. Keywords: Social media, sexting prevention competencies, ethical communication, responsibility, etiquette. https://doi.org/10.17576/JKMJC-2025-4103-08
Influenza Prevention in the Digital Era: Examining the Relationship between Information-Seeking Behaviors and Vaccination Intentions among College Students in Guangzhou
This study investigates the determinants of influenza vaccination intentions among college students in China within the context of concurrent outbreaks of respiratory infectious diseases, including COVID-19 and influenza, during the early 2024 influenza epidemic season dominated by the H1N1 subtype. College students are particularly vulnerable to influenza outbreaks, which impose substantial economic and psychological burdens. Despite these risks, influenza vaccination rates in this population remain consistently low. In the digital era, the Internet has become a primary source of influenza-related information for college students, making it critical to understand the behavioral effects of online information-seeking. However, limited research has examined the influence of information-seeking behaviors on vaccination intentions among this population. Guided by the stimulus-organism-response (SOR) model, this study constructs and evaluates a conceptual framework to explore the relationships between influenza information-seeking behaviors, salience, perceived information credibility and utility, and vaccination intentions. Data was collected through an online survey of 647 college students in Guangzhou. Structural equation modeling results revealed that influenza-related health information-seeking behaviors directly promote vaccination intentions. Moreover, influenza salience mediated the relationship between information-seeking behaviors and vaccination intentions. Perceived information credibility and utility further served as mediators, either sequentially or in parallel, reinforcing these relationships. This study contributes to the theoretical understanding of influenza vaccination intentions in the digital era and provides practical recommendations for government agencies and health communication practitioners to enhance vaccination uptake among college students. Keywords: Influenza vaccination intention, online influenza information seeking, stimulus-organism-response (SOR) framework, college students, Guangzhou. https://doi.org/10.17576/JKMJC-2025-4103-09
Phatic Communicative Strategies of Female Fashion Online Sellers in E-Commerce Live Show
Internet-mediated communication (IMC) is an important means of communication during the COVID-19 pandemic. In this context, IMC is used in various areas, including e-commerce. Since IMC does not allow physical contact, online sellers develop communicative strategies verbally by performing phatic speech acts to maintain social bonds with their customers and avoid communication problems. The discussion of phatic speech acts as a communicative strategy in live e-commerce programmes within the cyberpragmatic approach is interesting to investigate. The study aimed to describe the types and functions of phatic speech acts performed by online sellers in live e-commerce programmes. Data were collected by observing 10 sessions of the live women's fashion sales programme on the e-commerce platform Shopee. All utterances of online female sellers that contained phatic speech acts were transcribed for textual analysis. The analysis was conducted within the framework of the cyberpragmatic approach introduced by Yus (2011). The types of phatic speech acts used by online saleswomen were categorised as greetings, familiarisers, camaraderie intensifiers, and persuasive force. Each type has a specific function. Greetings are those that introduce and close the show, while familiarisers are a strategy for building intimacy with customers. Camaraderie intensifiers such as compliments, jokes, and small talk are significant to maintaining rapport. Persuasive force functioned to intensify customers' trust in the product. The aim of the study was to formulate a model for effective communication strategies in e-commerce for online sellers. Keywords: Phatic, communicative strategies, cyberpragmatics, online sellers, e-commerce. https://doi.org/10.17576/JKMJC-2025-4103-10
Social Learning Strategies Influencing Cognitive Assessment for Cyber Ethical Behaviour Among TVET Students
The development of the industry revolution (IR 4.0)) challenges Technical Vocational Education and Training (TVET) institutions to increase their knowledge of cyber ethics to increase the employability and mobility of TVET graduates. Awareness of cyber ethics needs to be emphasized in the environment of TVET institutions to improve the understanding and sensitivity of TVET youth through assessing threats to the interests, rights, and safety of others. However, the current curriculum structure of TVET institutions only emphasizes technical skills rather than improving students' cognitive and digital processes. Therefore, this study aims to identify social learning strategies that integrate exposure to cyber ethics within TVET institutions through informal learning methods guided by Social Learning Theory (SLT). A systematic review (SR) was conducted using the Web of Science (WoS), Scopus, IEEE Xplore, and ACM research databases, focusing on peer-reviewed articles published between 2019 and 2024. This review identified 27 relevant studies using PRISMA guidelines (Preferred Reporting Items for Systematic Reviews and Meta-Analyses). Our analysis identified 14 social learning strategies across 27 research papers through deductive analysis, based on three sources of Social Learning Theory (SLT): vicarious experience, verbal persuasion, and, through inductive analysis, an additional source of engagement. Three strategies are highlighted for their appropriateness, simplicity, and impact: digital games, lecturer reminders, and motivation impact of achievement certification. These findings can assist TVET institutions in developing informal learning strategies to better equip graduates with cyber ethical knowledge for protecting themselves and others from cyber threats. Keywords: Cyber ethics, cognitive process, social learning theory (SLT), TVET, PRISMA. https://doi.org/10.17576/JKMJC-2025-4103-11
Childhood Obesity: A Systematic Review on Prevention Strategies Discourse Among Parents on Social Networking Sites
Childhood obesity has become a major public health concern on a global scale. The World Health Organization reported that 39 million children under the age of five are overweight or obese, and this number will reach 70 million in 2025 if current trends continue. Given the prominence of this issue, parents require a stronger grasp of the effective prevention strategies. At present, social networking sites (SNS) have become the preferred sources of information for many parents. This systematic review examines how parents, as main decision-makers of their household nutrition intake, obtain and share prevention information on SNS. Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) statement was adopted in reviewing articles sourced from Scopus and Web of Science journal databases. A total of 272 studies were initially identified discussing the subject of childhood obesity prevention strategies from the perspective of parents but only 38 met the inclusion criteria and therefore were analysed for this study. The findings explained the exchange of information, experiences, and support among parents and caregivers regarding childhood obesity prevention with the access to SNS. This includes understanding the importance of applying healthy eating habits, increasing physical activity, limiting screen time, and fostering a supportive home environment. This review also informs the specific areas and content of research that should be focused for future studies. Keywords: Childhood obesity, prevention strategies, social media, social networking sites, parental discussions. https://doi.org/10.17576/JKMJC-2025-4103-12
Elemen Kinesik, Kronemik, Paralinguistik dan Artifaktual dalam Dakwah: Kajian Komunikasi Bukan Lisan Badiuzzaman Said Nursi
Komunikasi dakwah yang efektif meliputi komunikasi lisan dan bukan lisan. Seseorang komunikator Islam perlu mengambil kira faktor komunikasi bukan lisan ketika menyampaikan pesan dakwah bagi menjamin komunikasi dakwah yang berkesan. Menurut sarjana, penguasaan dan kemahiran ilmu komunikasi bukan lisan oleh para pendakwah seperti bahasa pergerakan badan, penampilan, kemahiran berbahasa, bahan dan sarana dakwah dan sebagainya dapat membantu penghantaran sesuatu mesej dakwah secara lebih optimum dan berkesan. Pada abad ke-21, antara tokoh pendakwah yang berjaya dalam lapangan dakwah adalah Badiuzzaman Said Nursi. Antara faktor penerimaan masyarakat terhadap dakwah Said Nursi adalah penguasaan beliau dalam ilmu retorik (pemujukan) serta ilmu komunikasi bukan lisan, sehingga ia tersebar ke seluruh dunia. Maka kajian ini memfokuskan kajian berkenaan komunikasi dakwah efektif Badiuzzaman Said Nursi khusus dalam empat elemen komunikasi bukan lisan iaitu kinesik, kronemik, paralinguistik dan artifaktual. Metodologi kajian ini mengguna pakai kajian dokumen bagi pengumpulan data dengan mengaplikasikan pendekatan analisis kandungan bagi proses penganalisisan data. Hasil kajian memperlihatkan bahawa komunikasi dakwah efektif Said Nursi merangkumi sekurang-kurangnya 4 elemen komunikasi bukan lisan iaitu; (i) kinesik (ii) kronemik, (iii) paralinguistik, dan (iv) artifaktual. Dapatan kajian juga mendapati pengalaman berdakwah Badiuzzaman Said Nursi melalui kepelbagaian metode komunikasi khususnya 4 elemen komunikasi bukan lisan ini membantu menjulang nama beliau sebagai tokoh dakwah dan islah kontemporari, sehingga digelar ‘badiuzzaman’ iaitu keunggulan zaman. Kata kunci: Komunikasi dakwah, dakwah efektif, komunikasi bukan lisan, Badiuzzaman Said Nursi, Rasail an-Nur. https://doi.org/10.17576/JKMJC-2025-4103-13
Strategies for Controlling Children’s Media Access: The Role of Single Parents in Preventing Domestic Violence in the Digital Age
In the digital era, media exposure has become increasingly complex and carries the potential to influence behavioural risks, including domestic violence. Single parents often face challenges in regulating their children's media access due to constraints in time, resources, and social support. This added difficulty makes the issue of media management among single parents a compelling area of research. Accordingly, this study aims to explore the strategies employed by single mothers in controlling their children's media access as a means of preventing domestic violence. While many studies have discussed media supervision in general, research that specifically focuses on the strategies of single parents in managing children's media exposure remains limited. This study employed a mixed-methods approach involving 208 respondents who were members of the Women-Headed Households (PEKKA) organization in West Java. The findings indicate that one of the effective strategies adopted by single mothers is regulating media usage time based on the child’s age and needs. Single mothers employ a communicative and participatory approach by engaging children in regular discussions about media content, modelling appropriate technology use, and encouraging alternatives activities. The study contributes to a deeper understanding of the role of single parents in fostering children’s media literacy and preventing domestic violence. These findings provide valuable insights for policymakers, educators, and social service providers in designing support programs that address the specific needs of single parents. Keywords: Family communication, social media, violence, media literacy, communication patterns. https://doi.org/10.17576/JKMJC-2025-4103-14
The Family Communication Pattern Questionnaire (FCPQ): Translation and Adaptation into Bahasa
The Family Communication Patterns Questionnaire (FCPQ) is a popular self-report instrument in family communication research. The FCPQ assesses two key elements, conversation and conformity, that reflect the degree of communication patterns within a family. The FCPQ has been used in several research studies on family communication in Southeast Asian countries with non-white populations, including Indonesia, Malaysia, Singapore, and Brunei, however, a validated translation of the questionnaire has yet to be developed. The purpose of this paper was to examine the accuracy of the FCPQ translation into Bahasa. The adaptation followed six procedures recommended by the International Test Commission (ICT). The study involved 400 parents aged 30-55 (M=40, women=321, men=79) recruited through purposive sampling to meet specific criteria relevant to the research objectives. Participants completed 52 items on a 5-point Likert scale assessing the communication patterns within their family of origin (communication between participants and their parents). Confirmatory factor was employed to collect and analyse data, verify construct validity, and ensure internal consistency. The Cronbach Alpha Coefficients indicated high internal consistency, with .920 for conformity orientation and .974 for conversation orientation. The original one-factor model was validated through confirmatory factor analysis, yielding the following fit indices: for conversation orientation, df=68, p-value=0.000, GFI=0.945, CFI=00.995; and for conformity orientation, df=26, p-value=0.00025, GFI=0.974, CFI=0.994. As a result, the FCPQ in the Bahasa can be effectively used to evaluate family communication patterns among the Bahasa-speaking population. Keywords: Family communication, family communication pattern, translation, validation, Bahasa. https://doi.org/10.17576/JKMJC-2025-4103-15
Role of Social Media in Fostering Youth Activism in Pakistan’s General Election 2024
This study investigates the role of social media in fostering youth activism during Pakistan’s General Election 2024, a period marked by increased digital engagement and political expression. Drawing on Mobilization Theory and Reinforcement Theory, the research explores how social media usage influences political interest, political efficacy, and activism among young adults. The study seeks to answer the following key questions: How does social media usage shape youth political interest? What is the relationship between political efficacy and youth activism? Using a quantitative approach, data were collected via an online questionnaire and analysed using Structural Equation Modelling (SEM) to test hypothesized relationships among variables. The results demonstrate that social media use significantly enhances political interest, which in turn is a strong predictor of youth activism. Additionally, while social media positively affects political efficacy, the latter does not significantly predict activism, suggesting a disconnect between perceived political confidence and actual political engagement. These findings underscore the importance of digital platforms in youth political mobilization while highlighting limitations in translating digital engagement into real-world activism. The study contributes to existing literature by providing context-specific insights from Pakistan’s electoral landscape and emphasizes the need for political actors to bridge the gap between online engagement and offline participation through inclusive and responsive strategies. Keywords: Social media, youth activism, political engagement, Pakistan elections, political efficacy. https://doi.org/10.17576/JKMJC-2025-4103-16
Pengalaman dan Cabaran Pensyarah Universiti Kebangsaan Malaysia Menggunakan Kecerdasan Buatan Sebagai Sokongan Pengajaran dan Pembelajaran
Perkembangan teknologi kecerdasan buatan (AI) dalam era digital telah membawa dimensi baharu kepada pendidikan tinggi, khususnya dalam aspek pengajaran dan pembelajaran. Walaupun AI diyakini berupaya meningkatkan kecekapan, kreativiti serta keberkesanan pedagogi, tahap penerimaannya dalam kalangan pensyarah masih berdepan dengan pelbagai cabaran. Sebahagian pendidik masih berhati-hati dalam penggunaannya kerana wujud kebimbangan terhadap implikasi akademik dan kesannya terhadap proses pengajaran. Oleh itu, penting untuk meneliti pengalaman sebenar pensyarah dalam mengintegrasikan teknologi ini, di samping mengenal pasti bentuk cabaran yang mereka hadapi agar penyelesaian yang lebih praktikal dapat dirangka bagi menyokong keberkesanan pengajaran serta kelestarian penggunaan AI dalam konteks pendidikan tinggi. Sehubungan itu, artikel ini bertujuan untuk membincangkan pengalaman dan cabaran pensyarah Universiti Kebangsaan Malaysia dalam mengintegrasikan AI sebagai alat bantu pengajaran. Kajian ini menggunakan pendekatan kualitatif melalui kaedah temu bual mendalam melibatkan enam orang pensyarah daripada enam fakulti berbeza dan mereka dipilih secara purposif berdasarkan pengalaman penggunaan AI. Data temu bual yang diperoleh dianalisis menggunakan analisis tematik. Hasil kajian menunjukkan bahawa pengalaman pensyarah dalam menggunakan AI merangkumi pelbagai aspek, antaranya mempercepatkan proses penyediaan bahan pengajaran, membantu mereka menghasilkan bahan yang lebih kreatif dan menarik serta berperanan sebagai alat yang mengukuhkan pengetahuan dan meningkatkan keyakinan diri. Pada masa yang sama, AI turut berfungsi sebagai medium yang mendorong penglibatan pelajar secara lebih aktif dalam pembelajaran. Walau bagaimanapun, kajian ini mendapati bahawa pensyarah berhadapan dengan beberapa cabaran penting termasuk isu berkaitan ketepatan maklumat yang dijana, kebimbangan mengenai etika dan risiko plagiarisme, ketiadaan polisi institusi yang jelas serta tahap pendedahan dan latihan yang masih tidak mencukupi. Kata kunci: Kecerdasan buatan, pedagogi interaktif, literasi teknologi, inovasi digital, transformasi pendidikan. https://doi.org/10.17576/JKMJC-2025-4103-17
How Cultural Values Influence the Consumption Behaviour Intention of Chinese K-Drama Fans: A Structural Equation Modelling Analysis
This study aims to explore, based on Hofstede’s cultural dimensions theory, the cultural factors that influence the consumption behaviour intention of Chinese K-drama fans. The specific research question is: how, and to what extent, do different cultural dimensions (power distance, collectivism, femininity, uncertainty avoidance, long-term orientation, and indulgence) affect the consumption behaviour intention of Chinese K-drama fans? The research applied a quantitative approach. A standardised questionnaire was used to obtain the data. A snowball sampling method was implemented, where K-drama fans from the 18 to 39 age group in northern China were the target group. Six cultural dimensions were used as predictor variables, while consumption behaviour intention was the outcome variable. For the research, a structural equation model (SEM) was developed in order to test the proposed correlations and to examine path effects between cultural values and consumption intention. The findings of the study indicate that Chinese K-drama fans' consumption behaviour intentions are positively influenced by all six cultural dimensions. The fit of the overall model was acceptable, showing empirical support for the reliability and predictive validity of the theoretical framework. This study helps to understand Chinese K-drama fans’ cultural consumption behaviour intention from a cross-cultural view, extends Hofstede’s theory in popular culture research, and gives practical value for marketing, fan economy, and cross-cultural strategy. Keywords: K-drama fans, consumption behaviour intention, cultural dimensions, Hofstede’s theory, structural equation modelling. https://doi.org/10.17576/JKMJC-2025-4103-18
China’s Country Image and Bilateral Relations in Malaysia: A Systematic Literature Review
Globalization and productivity are accelerating exchanges and cooperation across countries around the world. After World War II, countries have recognized that a positive country image and branding contribute to national development and international cooperation. Despite changes in leadership, China and Malaysia have maintained close and friendly connections since the start of bilateral relations in May 1974. Their diplomatic ties reached their 50th anniversary in 2024. The study aims to review studies exploring China country image and Sino-Malaysia relations. Previous scholars have explored bilateral relations and China’s partial image in Malaysia. Particularly, studies on specific events or field have explored some perceptions on China. However, there is no coherent systematic review of China’s image and Sino-Malaysia relations. Therefore, this study conducts a review and analysis of literature from 2013 to 2024, following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA2020) method. The data sources include three databases: Web of Science, Scopus, and Google Scholar. The results indicate that five key themes from 14 studies are a) Political and diplomatic relations, b) Belt and Road Initiative (BRI), c) MH370 disappearance, d) Educational and cultural exchanges and e) General perception on China. In relation to orientations of China’s image and Sino-Malaysia relations are most neutral, followed by positive, with no negative. Future research should further explore China’s country image and bilateral relations in different regions and contexts. Keywords: China country image, Sino-Malaysia relations, belt and road initiative, MH370 disappearance, educational and cultural exchanges. https://doi.org/10.17576/JKMJC-2025-4103-19
Pengaruh Penerimaan dan Penggunaan Aplikasi ChatGPT dalam Kalangan Pelajar Universiti Kebangsaan Malaysia
ChatGPT (Chat Generative Pre-Trained Transformer) adalah satu bentuk inovasi teknologi kecerdasan buatan generatif (GenAI) yang telah diperkenalkan oleh OpenAI dengan akses global kepada versi GPT-3.5 pada November 2022. Seiring dengan kemajuan teknologi, GPT4.0 kini ditawarkan untuk interaksi teks secara semula jadi dan menjana maklum balas yang diperlukan oleh pengguna khususnya dalam bidang pendidikan. Keupayaannya dalam memberikan jawapan, menjana idea, membantu penulisan, serta menganalisis data telah mendorong peningkatan penggunaan dalam kalangan pelajar universiti untuk menyiapkan tugasan akademik. Namun, faktor serta pengaruh penggunaan dan penerimaan aplikasi ini masih belum dapat dipastikan kerana teknologi ini masih baharu diaplikasikan. Oleh itu, kajian ini dijalankan untuk mengenal pasti faktor-faktor peramal yang mempengaruhi penggunaan ChatGPT dalam kalangan pelajar di Universiti Kebangsaan Malaysia (UKM). Kajian ini menggunakan Model Penerimaan Teknologi (TAM) sebagai asas dengan menumpukan kepada dua faktor utama, iaitu manfaat dan kemudahan penggunaan, serta dua faktor tambahan, iaitu kepercayaan dan interaktiviti, berdasarkan kajian terdahulu. Kajian ini melibatkan 200 pelajar UKM yang celik teknologi dan mengetahui tentang ChatGPT. Sampel dipilih secara persampelan bertujuan, dan data dikumpulkan melalui kaedah tinjauan menggunakan borang soal selidik dalam talian (Google Form). Hasil kajian mendapati bahawa faktor interaktiviti dan manfaat mempunyai pengaruh yang signifikan terhadap penggunaan dan penerimaan aplikasi ChatGPT, manakala persepsi kemudahan penggunaan dan faktor kepercayaan tidak menunjukkan pengaruh yang signifikan. Kajian ini diharapkan dapat menjadi rujukan bagi pihak universiti dalam menilai perkembangan penggunaan aplikasi GenAI dalam kalangan pelajar serta membantu merangka strategi bagi penerapan kemahiran teknologi interaktif dalam pengajaran dan pembelajaran. Kata kunci: Kecerdasan buatan generatif, penerimaan GenAI, penggunaan GenAI, Model Penerimaan Teknologi, pelajar universiti. https://doi.org/10.17576/JKMJC-2025-4103-20
Social Innovation Through Communication: A Conceptual Framework for Connecting People, Ideas, and Impact
Social innovation has emerged to the forefront as a means of addressing some of society's most intricate and persistent issues through cooperative, inclusive, and multi-stakeholder approaches. This paper proposes a conceptual framework that positions communication as the central mechanism for connecting people, ideas, and impact within social innovation ecosystems, particularly in diverse sociocultural settings. Grounded in practical experience from a university-led grassroots project, the Towards Uplifting Lives Programme (TULIP), in rural Sarawak, Malaysia, this study illustrates how communication enables stakeholder engagement, co-creation, empowerment, and sustainability. In particular, it demonstrates that effective communication strategies are essential for translating institutional intentions into grassroots-level change. Besides, this highlights the evolving role of universities in social innovation and introduces an adapted helix model that integrates community and environmental stakeholders alongside academia, industry, and government. The framework reflects the need for participatory engagement and the critical role of inclusive dialogue in shaping equitable outcomes. Recommendations on strategies focused on the inverse relationship between communications theory frameworks with social innovation paradigms are also discussed, offering insights for practitioners and academics alike. By reframing communication as a core enabler rather than a peripheral function, this paper contributes to a deeper understanding of how meaningful relationships, shared narratives, and mutual trust are essential for achieving lasting social impact. Keywords: Social innovation, strategic communication, community engagement, quadruple helix model, grassroots development. https://doi.org/10.17576/JKMJC-2025-4102-21
Pengaruh Literasi Data Terhadap Tingkah Laku Perkongsian Data dalam Kalangan Penjawat Awam Jabatan Penerangan Malaysia
Perkongsian data merupakan salah satu elemen penting dalam pengurusan maklumat sektor awam yang efisien dan berkesan. Namun begitu, tahap literasi data yang berbeza dalam kalangan penjawat awam boleh mempengaruhi sikap dan kecenderungan mereka untuk berkongsi data secara terbuka dan bertanggungjawab. Kajian ini dijalankan bagi mengenal pasti pengaruh literasi data terhadap tingkah laku perkongsian data dalam kalangan penjawat awam di Jabatan Penerangan Malaysia. Secara khusus, kajian ini bertujuan untuk menilai tahap literasi data, serta meneliti pengaruh sikap, norma subjektif, dan tanggapan kawalan tingkah laku terhadap tingkah laku perkongsian data menggunakan Teori Tingkah Laku Terancang (TPB). Kajian ini menggunakan pendekatan kuantitatif dengan mengedarkan borang soal selidik kepada 365 responden terlibat melalui persampelan rawak berstrata yang terdiri daripada penjawat awam pelbagai peringkat di Jabatan Penerangan Malaysia. Dapatan kajian mendapati sikap, norma subjektif, tanggapan kawalan tingkah laku, dan niat responden mempunyai pengaruh yang signifikan terhadap tingkah laku perkongsian data. Dapatan kajian menunjukkan bahawa tahap literasi data dalam kalangan responden adalah tinggi, dan mempunyai hubungan yang signifikan dengan tingkah laku perkongsian data. Sikap, norma subjektif, dan tanggapan kawalan tingkah laku juga didapati menyumbang secara positif terhadap niat, seterusnya mempengaruhi tingkah laku perkongsian data. Kajian ini menyumbang kepada pengukuhan teori dalam bidang pengurusan maklumat dan literasi data penjawat awam, serta mencadangkan satu rangka kerja konseptual yang boleh dijadikan panduan oleh organisasi kerajaan dalam meningkatkan amalan perkongsian data. Dari sudut implikasi dasar, hasil kajian ini mencadangkan keperluan merangka polisi latihan literasi data yang lebih menyeluruh, serta mewujudkan persekitaran kerja yang menyokong budaya perkongsian data. Kata kunci: Perkongsian data, literasi data, Teori Tingkah Laku Terancang, penjawat awam, pengurusan maklumat. https://doi.org/10.17576/JKMJC-2025-4103-22
Epistolary Communication in the Digital Age: Challenges and Opportunities for Press Services in Kazakhstan
The purpose of the study was to investigate the transformation of the epistolary genre in the digital age using the example of the press services of Kazakhstan. Employing a qualitative methodology, the research is based on the content and functional analysis of documents issued between 2012 and 2024, including government statements, press releases, communiqués, and open letters from civil and international actors. The study analysed how modern technologies have changed traditional forms of epistolary communication, which continue to play an important role in public interaction and the development of public opinion in Kazakhstan. It was determined that digitalisation, especially through social networks and online platforms, accelerated the process of information dissemination and made the epistolary genre more accessible to a wide audience. However, at the same time, it has created problems related to the loss of the traditional structure and formality of epistolary communication, which requires new approaches from the press services. In the course of research, examples of the use of the epistolary genre in various contexts were analysed, changes in its use were identified, and recommendations were proposed to improve interaction between government agencies and society. In particular, the need to increase attention to the processing of incoming messages was emphasised, and the possibility of using outsourcing to improve the efficiency of press services. The main conclusions showed that digitalisation provides both new opportunities and challenges that require the adaptation of traditional communication methods. Keywords: Media, Kazakhstan, open letter, public relations, image improvement, interaction with the public. https://doi.org/10.17576/JKMJC-2025-4103-23
Media Independence in Indonesian Broadcast Television News: A Comparative Case Study of iNews TV and Metro TV during the 2024 Presidential Election
This research investigates Indonesian broadcast television news media's independence in the 2024 Presidential Election, focusing specifically on iNews TV and Metro TV. The study is driven by the media's critical role in shaping public opinion and the integrity of democratic processes, particularly during electoral periods. Through qualitative comparative case study with interview and literature review as data collection methods, this research examines how these two prominent news outlets maintain neutrality and impartiality in their reporting on election-related issues. The findings reveal significant differences in the editorial approaches of iNews and Metro TV, which appear to be influenced by their respective ownership structures and political affiliations. iNews, linked to media conglomerates close to specific political figures, shows a distinct bias in framing news stories, favouring certain candidates. Conversely, with its political affiliations, Metro TV exhibits a different pattern of bias, though equally impactful on audience perceptions. This study underscores the challenges faced by Indonesian media in maintaining editorial independence in a highly polarized political environment. It also highlights the implications of biased media coverage for public trust in the media and the overall democratic process. The research contributes to the broader discourse on media independence in Indonesia, calling for stronger regulatory frameworks to ensure that broadcast media serve the public interest with fairness and impartiality, particularly during critical electoral events. Keywords: Media independence, Metro TV, iNews TV, Indonesian television, Presidential Election 2024. https://doi.org/10.17576/JKMJC-2025-4103-24
Interaksi Sosial dalam Mencipta Kebahagiaan di Tempat Kerja dalam Kalangan Staf Pelaksana UKM
Kebahagiaan dalam bekerja wujud melalui interaksi sosial antara individu dan kumpulan bagi meningkatkan prestasi pekerjaan dalam kalangan staf pelaksana. Kunci keberhasilan kerja berpasukan di tempat kerja juga melalui interaksi sosial yang berkesan. Seorang pekerja, menghabiskan masa lebih dari 40 jam seminggu atau satu pertiga masa setiap hari di tempat kerja. Kajian lepas kepada pensyarah, guru sekolah, mahasiswa universiti perkaitan kebahagiaan dengan motivasi melalui pendekatan kuantitatif. Kajian ini bertujuan untuk meneroka interaksi sosial dalam mencipta kebahagiaan di tempat kerja dalam kalangan staf pelaksana UKM. Kajian ini menggunakan kaedah kualitatif dengan menemu bual seramai lima informan di Hospital Canselor Tuanku Muhriz, UKM Cheras. Data yang dikumpul dan dianalisis berdasarkan maklumat daripada informan menggunakan garis paduan soalan temu bual separa berstruktur dianalisis secara tematik. Hasil kajian mendapati interaksi sosial dalam mencipta kebahagiaan di tempat kerja menghadapi beberapa cabaran yang berpunca daripada perbezaan pangkat dan sikap individu yang berbeza karakter menyebabkan berlakunya tiada jaringan kerjasama serta komunikasi tidak berkesan dalam kalangan staf pelaksana UKM. Penemuan ini menunjukkan bahawa interaksi sosial yang negatif dalam kalangan pelaksana menyebabkan kebahagiaan di tempat kerja menjadi satu tekanan dan beban tugas terhadap individu yang terlibat. Oleh itu, adalah penting bagi pihak pengurusan untuk mempromosikan budaya kerja yang menyokong interaksi sosial yang positif melalui pelbagai inisiatif seperti program pembinaan pasukan dan latihan komunikasi. Interaksi sosial yang berkesan dapat meningkatkan prestasi kerja dan produktiviti organisasi. Kata kunci: Interaksi sosial, kebahagiaan, tempat kerja, staf pelaksana, UKM. https://doi.org/10.17576/JKMJC-2025-4103-25
The Role of Internet Usage in Shaping the Relationship between Consumer Tendencies and Life Satisfaction among Gen Z in Malaysia
This study investigates the psychological and behavioural factors influencing life satisfaction among Generation Z, focusing on the roles of fear of missing out (FOMO), novelty seeking, and sale proneness as predictors, with impulse buying as a mediating variable and internet use as a moderator. Using a detailed quantitative approach and data analysed via SPSS and SmartPLS, the results reveal that both FOMO and novelty seeking significantly influence impulse buying, while sale proneness directly enhances life satisfaction. Furthermore, internet use significantly moderates the relationship between novelty seeking and impulse buying, intensifying impulsive behaviour in digital contexts. These findings contribute to the theoretical understanding of digital consumer behaviour, while providing practical insights for marketers and digital platforms to design ethically responsible and targeted strategies. Limitations and future research directions are also discussed to extend the scope of inquiry across generational and cultural contexts, highlighting the need for future research using longitudinal methods and broader age groups to better understand the digital era consumer’s behaviour and their life satisfaction. Moreover, future studies should also incorporate additional psychological constructs such as emotional regulation, financial literacy, peer influence, and digital fatigue to provide a more comprehensive model of consumer behaviour life satisfaction. Keywords: Internet usage, fear of missing out, consumer’s behaviour, life satisfaction, psychological and behavioural factors. https://doi.org/10.17576/JKMJC-2025-4103-26
Strengthening Patriotism Among Malaysian Youth Through Social Media: A Quantitative Study Based on Media Dependence and Structural Functionalism Theories
Patriotism serves as a foundation for strengthening national identity, promoting civic responsibility, and fostering social cohesion, particularly among young people in today’s digitally connected society. This study investigates the relationship between social media usage and patriotic sentiment among Malaysian youth, using Media Dependence Theory and Structural Functionalism Theory as conceptual frameworks. As digital platforms increasingly serve as primary sources of information, understanding their role in shaping patriotic attitudes is crucial for effective national integration strategies. A quantitative research design was employed, involving 400 respondents from diverse ethnic, gender, and age groups across Malaysia. Data were collected through a structured questionnaire and analysed using descriptive and inferential statistics, including Pearson correlation tests via SPSS. Findings revealed a strong and statistically significant positive correlation between social media usage and levels of patriotism (r = 0.878, p < 0.001). TikTok was the most influential platform, followed by Instagram and WhatsApp, underscoring the effectiveness of short-form, interactive content in enhancing national pride and youth engagement. The study identifies opportunities for patriotic engagement through digital storytelling, cultural campaigns, and interactive historical content. However, it also highlights key challenges such as misinformation, digital illiteracy, and performative nationalism, which may undermine genuine patriotic sentiment. This research examines how social media can be strategically leveraged to cultivate genuine patriotism. It calls for collaboration among policymakers, educators, influencers, and content creators to strengthen digital literacy and promote responsible, inclusive content. In doing so, social media can function not only as a communication tool but also as an agent of socialization. Keywords: Patriotism, social media, Malaysian youth, media dependence theory, national identity. https://doi.org/10.17576/JKMJC-2025-4103-27
Predictors of Self-Disclosure Activities in Social Networking Sites (SNS) among University Students in Malaysia
The widespread use of the Internet, especially social media, has raised new privacy concerns due to extensive online interactions and the sharing of personal information on social networking sites (SNS). This study examines users’ self-disclosure behaviour on social media using the APCO Model (Antecedents - Privacy Concerns - Outcomes), supported by the Theory of Planned Behaviour (TPB) and the Technology Acceptance Model (TAM). The study expands the APCO model by adding new antecedents predicting self-disclosure activities and includes trust and risk as moderators between privacy concerns and self-disclosure. Using a quantitative approach, a survey was conducted with 998 students from five Malaysian public universities. Structural Equation Modelling (SEM) was applied to test hypotheses regarding variable relationships and the roles of mediators and moderators. The findings reveal that privacy concerns negatively impact self-disclosure, while social identity and familiarity with big data have a direct influence. Privacy concerns fully mediate the effects of privacy invasion experiences and perceived control over self-disclosure. Additionally, trust and perceived risk moderate the relationship between privacy concerns and self-disclosure, showing differences between high and low groups. This research contributes valuable insights to the field of online self-disclosure and invites further academic exploration. Keywords: Privacy concerns, self-disclosure, social media, APCO model, trust and risk. https://doi.org/10.17576/JKMJC-2025-4103-28
Cognitive Preferences and Learning Drive: Investigating Thinking Styles and Motivation in Digital Video Production
This study investigates the relationship between thinking styles; legislative, executive and judicial, and perceived motivation in the context of digital video production education. Grounded in Sternberg’s Theory of Mental Self-Government (MSG) and Keller’s ARCS model of motivation, the research examines the differential effects of two instructional pacing modes: learner-paced (DVC-LS) and system-paced (DVC-SS). The primary objective is to explore how these cognitive styles interact with instructional design to influence student motivation and engagement. A quasi-experimental design employing a 2x3 factorial structure was used, involving undergraduate students enrolled in multimedia and digital content development courses. Data were collected through validated instruments and analyzed using ANOVA and ANCOVA techniques to determine main and interaction effects. The findings reveal that legislative thinkers exhibit significantly higher levels of intrinsic motivation in learner-paced environments that offer greater autonomy and flexibility. Conversely, executive and judicial thinkers demonstrate stronger motivation and engagement in structured, system-paced settings where clear guidance and defined expectations are present. The results suggest that tailoring instructional strategies to match students’ cognitive preferences can significantly enhance motivational outcomes and learning effectiveness. This study contributes to the growing body of literature emphasizing the role of personalized learning environments in higher education. By aligning instructional pacing with learners' cognitive characteristics, educators can foster deeper engagement, improved motivation and better overall academic performance. The findings have practical implications for the design of digital courseware, particularly in creative and skill-based domains such as digital video production. Keywords: Thinking styles, motivation, digital video, learner-paced, instructional design. https://doi.org/10.17576/JKMJC-2025-4103-29
Do Interaction & Openness in Friendship Matter among Working Women in Malaysia? Comparing Between Married and Single Women
The purpose of this study is to examine the importance of interaction and openness in friendships among working women in Malaysia. Specifically, it aims to identify differences between single and married working women in their engagement with interaction and openness behaviors in maintaining friendships, as well as their levels of friendship satisfaction. This quantitative study employed a questionnaire survey involving 500 female respondents working in public universities across Malaysia. The collected data were analyzed using SPSS version 23. The findings revealed that single working women exhibited higher levels of interaction and openness behaviors in friendships compared to their married counterparts. They also reported greater friendship satisfaction. Additionally, the study found a positive relationship between interaction and openness and friendship satisfaction. Overall, the results indicate that marital status influences the way working women engage in maintaining friendships and the satisfaction they derive from them. Furthermore, the study highlights that interaction and openness are significant predictors of friendship satisfaction, regardless of marital status. These findings contribute to the growing body of literature on women’s friendships and emphasize the importance of fostering interaction and communication to enhance friendship quality. The study also advocates for a more inclusive and supportive social approach toward single and married women in the context of community and social development in Malaysia. Keywords: Interaction, openness, friendship satisfaction, maintenance, single and married, women. https://doi.org/10.17576/JKMJC-2025-4103-30