FAKTOR PENGGUNAAN MEDIA SOSIAL DAN PENYAMPAIAN MANIFESTO MEMPENGARUHI TINGKAH LAKU PENGUNDI PILIHAN RAYA KAMPUS

Wan Muhammad Faizat Wan Mohd Sanusi, Mohd Zuwairi Mat Saad

Abstract


Dalam konteks penyebaran maklumat, media dan teknologi memainkan peranan yang sangat penting dalam menyampaikan mesej dan mendidik masyarakat tentang isu-isu yang berkaitan dengan masalah sosial, ekonomi, politik dan agama. Teknologi yang dimaksudkan adalah penggunaan media baharu sebagai salah satu sumber perolehan maklumat. Hal ini termasuklah penggunaan media sosial dalam penyampaian maklumat mengenai Pilihan raya Kampus (PRK). Segala informasi berkaitan dengan kandungan PRK mengenai penyampaian manifesto calon Majlis Perwakilan Pelajar (MPP) dibincangkan menerusi media sosial. Menerusi maklumat diterima melalui media sosial, secara tidak langsung ia memberi kesan kepada tingkah laku pelajar Universiti Utara Malaysia (UUM). Kajian ini bertujuan untuk mengenal pasti hubungan di antara penggunaan media sosial, penyampaian manifesto dan tingkah laku dalam kalangan pengundi semasa PRK UUM. Kajian ini telah dijalankan dengan menggunakan kaedah kuantitatif iaitu melalui pengedaran set borang soal selidik 414 responden yang terdiri daripada pelajar UUM. Hasil analisis data secara inferensi menunjukkan bahawa penggunaan media sosial dalam kalangan pelajar dan penyampaian manifesto semasa pilihan raya memberi pengaruh terhadap tingkah laku pengundi.


Keywords


Pengundi, pilihan raya kampus, media sosial, manifesto, tingkah laku.

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