Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin

This qualitative study focuses the engagement and consequences of user generated online video and its virality towards Gen Y political inclination. To gain insights on the central focus of this study, six research questions were addressed : (1) Why Gen Y are utilizing the User-generated online video...

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Main Author: Wan Zainodin, Wan Hartini
Format: Book Section
Language:English
Published: Institute of Graduate Studies, UiTM 2018
Subjects:
Online Access:http://ir.uitm.edu.my/id/eprint/22262/1/ABS_WAN%20HARTINI%20WAN%20ZAINODIN%20TDRS%20VOL%2014%20IGS%2018.pdf
http://ir.uitm.edu.my/id/eprint/22262/
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Institution: Universiti Teknologi Mara
Language: English
id my.uitm.ir.22262
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spelling my.uitm.ir.222622019-01-17T07:05:10Z http://ir.uitm.edu.my/id/eprint/22262/ Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin Wan Zainodin, Wan Hartini Life skills. Coping skills. Everyday living skills Life style This qualitative study focuses the engagement and consequences of user generated online video and its virality towards Gen Y political inclination. To gain insights on the central focus of this study, six research questions were addressed : (1) Why Gen Y are utilizing the User-generated online video in understanding the state political scenario?, (2) How does virality of User-generated online video contributes to voting decision among Gen Y?, 3) How does the User-generated online video and its virality contribute to the perception of Gen Y towards the Federal Government ruling parties?, (4) How does User-generated online video and its virality contribute to the perception of Gen Y towards the opposition parties?, (5) How does User-generated online video and its virality contribute to the perception of Gen Y towards the Federal Government ruling politicians?, and (6) How does User-generated online video and its virality contribute to the perception of Gen Y towards opposition politicians? This study was guided with three theories; (i) Uses and Gratifications Theory, (ii) Media System Independency Theory and Standpoint Theory. Using phenomenology approach, salient discoveries were obtained through indepth interviews with 15 User Generated Online Video (UGOV) User residing in Klang Valley. Data analysis was conducted simultaneously with data collection and the NVivo 11.0 software was used in the process of coding… Institute of Graduate Studies, UiTM 2018 Book Section PeerReviewed text en http://ir.uitm.edu.my/id/eprint/22262/1/ABS_WAN%20HARTINI%20WAN%20ZAINODIN%20TDRS%20VOL%2014%20IGS%2018.pdf Wan Zainodin, Wan Hartini (2018) Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin. In: The Doctoral Research Abstracts. IGS Biannual Publication, 14 . Institute of Graduate Studies, UiTM, Shah Alam.
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Life skills. Coping skills. Everyday living skills
Life style
spellingShingle Life skills. Coping skills. Everyday living skills
Life style
Wan Zainodin, Wan Hartini
Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin
description This qualitative study focuses the engagement and consequences of user generated online video and its virality towards Gen Y political inclination. To gain insights on the central focus of this study, six research questions were addressed : (1) Why Gen Y are utilizing the User-generated online video in understanding the state political scenario?, (2) How does virality of User-generated online video contributes to voting decision among Gen Y?, 3) How does the User-generated online video and its virality contribute to the perception of Gen Y towards the Federal Government ruling parties?, (4) How does User-generated online video and its virality contribute to the perception of Gen Y towards the opposition parties?, (5) How does User-generated online video and its virality contribute to the perception of Gen Y towards the Federal Government ruling politicians?, and (6) How does User-generated online video and its virality contribute to the perception of Gen Y towards opposition politicians? This study was guided with three theories; (i) Uses and Gratifications Theory, (ii) Media System Independency Theory and Standpoint Theory. Using phenomenology approach, salient discoveries were obtained through indepth interviews with 15 User Generated Online Video (UGOV) User residing in Klang Valley. Data analysis was conducted simultaneously with data collection and the NVivo 11.0 software was used in the process of coding…
format Book Section
author Wan Zainodin, Wan Hartini
author_facet Wan Zainodin, Wan Hartini
author_sort Wan Zainodin, Wan Hartini
title Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin
title_short Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin
title_full Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin
title_fullStr Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin
title_full_unstemmed Understanding the engagement and consequences of user generated online video and its virality towards generation Y political inclination / Wan Hartini Wan Zainodin
title_sort understanding the engagement and consequences of user generated online video and its virality towards generation y political inclination / wan hartini wan zainodin
publisher Institute of Graduate Studies, UiTM
publishDate 2018
url http://ir.uitm.edu.my/id/eprint/22262/1/ABS_WAN%20HARTINI%20WAN%20ZAINODIN%20TDRS%20VOL%2014%20IGS%2018.pdf
http://ir.uitm.edu.my/id/eprint/22262/
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