Researchers in the realm of social media and political participation have identified multifaceted perception that and has intensified the diffusion of critical and liberal ideas among Gen Y. The insights of making UGOV as an opportunity to influence the gen Y pondered the need for the government to manoeuvre the approach that likely will win the heart and mind of the young voters. Therefore, this study investigates the influence of User Generated Online Video (UGOV) on Gen Y perception towards Malaysian Federal Ruling Party. The study adopts a qualitative methodology that involves in-depth interviews in which the informants are Gen Y in Malaysia. The results emphasized the need for the government to fully utilized social media platform mainly YouTube by giving fast responses and genuine interaction. Although it is undeniable the government has making the effort to attain the young voters through social media platform, the UGOV user found that the government still lacking in terms of credibility because of the content or most of the issues in the government related video only focussing issues that distant from the voter’s heart. Hence, the perceptions towards the federal government in many aspects were evident in this paper.
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In-Text Citation: (Zainodin et al., 2018)
To Cite this Article: Zainodin, W. H. W., Agil, H., Muhammad, M. S. M. P., Abdullah, H. T., Rashid, J. A., & Ridzuan, A. R. (2018). The Influence of UGOV on Gen Y Perceptions towards Malaysian Federal Ruling Party. International Journal of Academic Research in Business and Social Sciences, 8(7), 1050–1066.
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