Benjamin Y. H. Loh, Vilashini Somiah, Suet Nie Kho
{"title":"The Right to Cyberbully? A Gendered Analysis During COVID-19 in Malaysia","authors":"Benjamin Y. H. Loh, Vilashini Somiah, Suet Nie Kho","doi":"10.17576/jkmjc-2023-3903-16","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-16","url":null,"abstract":"This paper explores the rhetoric of cyberbullying with a focus on Malaysian female influencers during the COVID-19 pandemic. The research objectives entailed identifying various critical rhetoric and attacks against female influencers on digital platforms, understanding diverse levels of cyberbullying experienced by influencers from different backgrounds, and analysing reasons behind online aggressive behaviours. The study's theoretical framework contributes to intersectionality theory by examining how the COVID-19 context shapes nuances in Female Cyber Victimisation. Methodologically, the research employs critical discourse analysis to study language in online comments and responses reflecting cyberbullying against Malaysian female influencers. The analysis covers social media platforms (YouTube, Instagram, Facebook, TikTok) and forums (Hardware Zone, Lowyat.net, Cari.com.my), focusing on cyberbullying content over two years. Three prominent Malaysian female influencers targeted by cyberbullying namely Cathryn Li, Veveonah and Ain Husniza were selected for their distinct demographics and contexts, showcasing varying cyberbullying rhetoric. Findings reveal male internet commenters' presumptions about female influencers are shaped by religion and modesty perceptions. Influencers challenging gender norms face escalated negativity. Cathryn Li, perceived as less modest and non-Muslim, faced extensive derogatory comments affecting her mental health. Ain Husniza faced mockery due to her Malay Muslim background, while Veveonah was targeted for political motives. Rooted in conservative gender roles, societal expectations contribute to targeting female influencers, resulting in ridicule and harassment. These cases underscore the intricate interplay of gender, cultural norms, and online harassment, highlighting the necessity for comprehensive interventions to combat cyberbullying and safeguard the well-being of female influencers. Keywords: COVID-19, cyberbullying, gender, influencers, female cyber victimization.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135037832","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"One Year Later, Why Are People Still Avoiding COVID-19 News?: Understanding Predictors of News Avoidance in Indonesia","authors":"Yearry Panji Setianto, Puspita Asri Praceka","doi":"10.17576/jkmjc-2023-3903-04","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-04","url":null,"abstract":"The global effect of COVID-19 pandemic has continued for almost two consecutive years. Indonesia is also among the countries most impacted by the SARS-CoV2 virus under this period. Consequently, certain challenges tend to occur as regards public interest in accessing or deterring recent information associated with the disease. While there are increasing interests among media and communication scholars in understanding why people are avoiding news, little attention has been given to this audience behaviour during a global crisis like coronavirus outbreak. Using news avoidance as the main concept, this research is aimed at examining the critical factors that influence news avoidance in low-choice media environments, particularly in the Global South like Indonesia. Employing a face-to-face survey with 1,000 participants in Banten Province, Indonesia, this study found that younger people with lesser interest in COVID-19 related issues appear more prone to avoid this news, in addition to their level of news overload. Nevertheless, we also found that gender and the level of education factors did not influence whether people distanced themselves with negative coverage of coronavirus news in the country during the first year of the pandemic. Furthermore, the perception of information overload and minimal trust in news sources greatly contributed to the avoidance situation. Keywords: Audience, COVID-19, news avoidance, news trust, news consumption.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135037835","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Hussein Saadi Mohammed Ali, Megat Al-Imran Yasin, Syed Agil Syekh Alsagoff
{"title":"Determining Satisfaction of Social Media Use Among Iraqi Audiences Toward Religious Issues","authors":"Hussein Saadi Mohammed Ali, Megat Al-Imran Yasin, Syed Agil Syekh Alsagoff","doi":"10.17576/jkmjc-2023-3903-18","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-18","url":null,"abstract":"This research aims to determine the level of satisfaction on social media use among Iraqi audiences in fulfilling their need for information on religious issues and Islamic topics. This research highlights the role of new media in spreading religious awareness among the public as electronic media is no longer used to just monitor an event and communicate information; rather, it has the power to influence the behaviour of users - hence becoming the pressure and control factors as well triggering event thus creating motivation to prepare an individual in regards of their faith at the same time. A questionnaire was distributed to Iraqi audiences and the results demonstrate the importance of social networking platforms towards shaping attitudes and perceptions towards the practice of Islam and how it has become an integral part of individual behaviour as well as their daily lifestyles. This research was guided by the theory of Uses and Gratification (U&G), where representation of knowledge and information-seeking behaviours influence public opinions on religious issues through the use of social networking sites. Further to this, the results of this search indicate that the motives of social media platform use by the Iraqi public are mostly cognitive and enhanced their knowledge of religious issues. Keywords: New media, religious issues, social media, uses and gratifications theory, media influence.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135038036","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Definisi dan Tipologi Istilah Politik Laskar Siber di Malaysia","authors":"Nurul Iwan, Norhafiza Mohd Hed","doi":"10.17576/jkmjc-2023-3903-05","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-05","url":null,"abstract":"Politik laskar siber adalah istilah yang merujuk kepada aktivis yang dibayar bagi menyebarkan propaganda politik di media. Kemunculan gerakan laskar siber ini dilihat signifikan pada Pilihan Raya Umum ke-12 dan semakin aktif pada Pilihan Raya ke-14. Sejajar dengan perkembangan ini, isu politik laskar siber ini mula mendapat perhatian sarjana yang mengkaji tentang kewujudan dan peranannya dalam konteks politik di Malaysia. Namun, kajian berkaitan pendefinisian istilah politik laskar siber ini masih terhad sehingga istilah ini turut disamakan dengan konsep ‘netizen’ dan jaguh siber. Ketiadaan definisi yang sesuai bagi menggambarkan laskar siber di Malaysia menyebabkan wujudnya stigma negatif dalam kalangan masyarakat. Oleh itu, kajian ini menganalisis definisi dan tipologi politik laskar siber di Malaysia dengan menggunakan kerangka konseptual political astroturfing. Kajian ini menggunakan kaedah kualitatif menerusi instrumen temu bual bersama 10 informan yang terdiri daripada golongan akademik, laskar siber dan aktivis politik serta kajian perpustakaan. Berdasarkan analisis tematik, dapatan menunjukkan definisi istilah laskar siber merujuk kepada pihak yang diupah menjadi agen perantara antara pemimpin dengan rakyat untuk menyampaikan sesuatu isu yang boleh mempengaruhi pemikiran masyarakat di media sosial. Terdapat beberapa tipologi laskar siber yang dikenal pasti antaranya ialah kumpulan ini melakukan kerja secara terancang dan teratur menggunakan akaun palsu untuk menutup identiti asal mereka, menerima upah dan memanipulasi berita di media sosial. Secara keseluruhannya, kajian ini telah membangunkan kerangka konsep dan tipologi politik laskar siber di Malaysia bagi memahami dengan lebih mendalam peranan mereka. Kajian ini diharapkan dapat mewujudkan kesedaran dan pemahaman masyarakat tentang kewujudan politik laskar siber di negara ini. Kata kunci: Politik laskar siber, definisi, tipologi, kualitatif, Malaysia.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135037826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Kaedah Adaptasi Sastera pada Filem: Satu Kajian Perbandingan antara Cerpen Amerika ‘Barn Burning’ dengan Filem Melayu “Kaki Bakar”","authors":"Mohamed Nazreen Shahul Hamid","doi":"10.17576/jkmjc-2023-3903-06","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-06","url":null,"abstract":"“Kaki Bakar” adalah sebuah filem adaptasi sastera berasaskan sebuah cerpen Amerika, ‘Barn Burning’. Filem tersebut lakon layarnya ditulis serta diarah oleh U-Wei Haji Saari dan terbit pada tahun 1995. Di sebalik kejayaan dan juga kekuatan yang dimiliki filem ini, kajian secara ilmiah masih tidak banyak dilakukan terutamanya berkaitan adaptasi sastera. Oleh itu, objektif utama kajian ini adalah untuk menganalisis kaedah adaptasi yang digunakan pengarah filem dan penulis lakon layar dalam mentransformasi cerpen ‘Barn Burning’ kepada filem “Kaki Bakar”. Kajian ini menggunakan kaedah penyelidikan kualitatif bersifat deskriptif. Kaedah ini diaplikasikan dengan melakukan perbandingan terhadap kedua-dua karya tersebut berpandukan teori adaptasi sastera. Perbandingan ini terbahagi kepada empat bahagian, iaitu bahagian yang ditambah, bahagian yang dibuang, bahagian yang dikekalkan dan juga bahagian yang diubahsuai. Melalui perbandingan yang dilakukan, kajian mendapati bahawa U-Wei menggunakan kaedah “interweaving” dalam mengadaptasi cerpen ‘Barn Burning’ kepada filem “Kaki Bakar”. U-Wei mengambil hampir sepenuhnya elemen naratif yang terkandung dalam cerpen ‘Barn Burning’ dan kemudian melakukan pengubahsuaian tertentu mengikut kehendak filem yang berlatarkan Alam Melayu dan bukannya Amerika seperti mana cerpen tersebut. Kajian ini penting bagi mengisi kelompangan kajian terdahulu dan juga menjadi rujukan kepada industri perfileman dalam usaha mengangkat karya sastera luar menjadi filem tempatan yang berkualiti. Kata kunci: Adaptasi, sastera, kajian bandingan, cerpen Amerika, filem Melayu.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135037833","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Mohd Nashriq Nizam, Hasmah Zanuddin, Mohamad Saleeh Rahamad @ Ahamad
{"title":"Mediatization and Populism Approach through Media Content Analysis of Newspapers during Sarawak’s Election and Midterm Transition Government 2020","authors":"Mohd Nashriq Nizam, Hasmah Zanuddin, Mohamad Saleeh Rahamad @ Ahamad","doi":"10.17576/jkmjc-2023-3903-01","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-01","url":null,"abstract":"This paper aims to investigate the relationship and adaptation of mediatization of politics with populism into media content of seven (7) Sarawak newspapers, namely Borneo Post, New Sarawak Tribune, Utusan Sarawak, Utusan Borneo, Suara Sarawak, See Hua Daily, and Sin Chew Daily during Sarawak's election and the Midterm Transition of Malaysia Government 2020 by using quantitative content analysis. The Hoslti Inter-coder reliability and validity, Chi-Square, and One-way ANOVA tests were used on 695 news items. The results demonstrate that the Hoslti Inter-coder reliability and validity averaged 93%, above 70%. The Chi-Square test proved the news headline, government initiation, government response, and blame attribution (substance blame and non-policy blame) at the 0.001 level (2 tailed p<0.0005), and we rejected the null hypothesis. As for opposition response, and blame attribution (substance and non-policy blame), the p-value is more significance level (2-tailed p>0.0005), and we do not reject the null hypothesis. For mediatization of politics, only two (2) issues under media logic have p-values above .05, which are conflict (0.054) and opinionated and narrative news articles (0.143) with F values of 6.957 and 6.364. In political logic, result showed that p-value is less than .05 which there is a statistically significant difference in newspaper coverage. Anti-elitism (0.161) has a p-value more significant than .05, with F value is 1.797 in populism. People-centrism and mistrust of experts have p-values less than .05. This results in a statistically significant difference in newspaper coverage. Keywords: Mediatization of politics, populism, newspapers, content analysis, Sarawak.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135037834","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Muhammad Raqib Mohd Sofian, Nurul Nadirah Abu Hasan, Afiqah Mior Kamarulbaid, Muhamad Zaki Mustafa, Nurul Fathihin Mohd Noor Shah, Norsimaa Mustaffa
{"title":"“Beer is Haram!” Representation of Islam by Online Newspapers in Malaysia on the Issue of Better Beer Festival & Oktoberfest","authors":"Muhammad Raqib Mohd Sofian, Nurul Nadirah Abu Hasan, Afiqah Mior Kamarulbaid, Muhamad Zaki Mustafa, Nurul Fathihin Mohd Noor Shah, Norsimaa Mustaffa","doi":"10.17576/jkmjc-2023-3903-26","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-26","url":null,"abstract":"The representation of Islam in the media has been widely discussed by media scholars. In the Malaysian context, Islam is frequently associated with conflicts resulting from political issues or actions taken by religious authorities against any organisation or individual that sparks public debate. The government is also alleged to use Islam as a hegemonic tool to continue dominating the mindset of the lower class by using religion as a political weapon to gain power and maintain the status quo. Newspapers especially those owned by the government have certain ideologies to convey to the general public in order to maintain a specific existing social order. This causes the controversial issues pertaining to Islam to be frequently discussed in the news media in tandem with the vested interest of those owning the newspapers. However, the discourse on issues involving Islam has become more daring after the emergence of digital news portals that enable hegemonic counterarguments to be discussed widely among members in the mentioned medium. Therefore, the purpose of this study is to explore how Islam and Muslims are represented in online newspapers in Malaysia. Two samples from English-language online newspapers, namely The Star Online and Malaysiakini, were selected. By using quantitative and qualitative content analysis, the findings of this study show that Islam, Islamic political parties, and some Muslims in Malaysia have been represented as extremists and backwards by online newspapers. Keywords: Representation of Islam, Malaysian media, online newspapers, Islam, content analysis.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135038034","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Siti Nur Izra Safra' Abdul Halim, Nur Afifah Vanitha Abdullah
{"title":"Fakta Sejarah dan Proses Kreatif Filem Mat Kilau: Kebangkitan Pahlawan (2022)","authors":"Siti Nur Izra Safra' Abdul Halim, Nur Afifah Vanitha Abdullah","doi":"10.17576/jkmjc-2023-3903-12","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-12","url":null,"abstract":"Filem Mat Kilau: Kebangkitan Pahlawan (2022) merupakan filem sejarah arahan Syamsul Yusuf yang berinspirasikan tokoh sejarah Mat Kilau. Filem ini telah berjaya meraih gelaran ‘box office’ dengan kutipan sebanyak RM 90 juta dalam tempoh 33 hari tayangan. Walaupun filem ini mendapat kutipan yang tinggi, terdapat beberapa ahli akademik telah mendakwa fakta sejarah dalam filem ini adalah tidak benar. Sehubungan dengan itu, artikel ini bertujuan menjawab persoalan “apakah proses kreatif yang telah dilalui oleh filem Mat Kilau: Kebangkitan Pahlawan (2022) bersandarkan kepada sejarah tokoh Mat Kilau?”. Bagi menjawab persoalan ini, aspek watak dan perwatakan, peristiwa serta budaya akan diteliti dengan membandingkan filem dengan sejarah tokoh Mat Kilau berdasarkan teori intertekstualiti. Data bagi artikel ini diperoleh daripada reka bentuk kajian kualitatif. Metodologi utama bagi memperoleh data kajian adalah dengan kaedah analisis kandungan. Dapatan kajian yang dirakam dalam artikel ini adalah aspek watak dan perwatakan serta peristiwa dalam filem Mat Kilau: Kebangkitan Pahlawan (2022) telah mengalami tiga prinsip intertekstualiti iaitu transformasi, ekspansi dan eksistensi. Manakala, aspek budaya dalam filem ini telah mengalami prinsip transformasi serta modifikasi. Aspek budaya yang mengalami prinsip tersebut dapat dikategorikan kepada budaya kebendaan yang meliputi senjata dan busana serta budaya bukan kebendaan seperti silat dan bahasa pertuturan. Kata kunci: Adaptasi, filem Melayu, filem sejarah, kritikan filem, Mat Kilau.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135037699","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Youth Participation in Religious Activities and Nation Character Development in Indonesia","authors":"Elly Yuliawati","doi":"10.17576/jkmjc-2023-3903-30","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-30","url":null,"abstract":"Almost every religion involves youth participation in activities; signifying growing awareness of the need for youths in the continuity of religious practices and vice versa, as young people depend on religion as a basis for good character in facing the challenges of their time. This study examines youth participation in understanding religion, especially Islam, and why participating in religious activities establishes itself in the context of migratory or young migrants. In doing so, this study explores the what, why and how forms of youth participation in such religious activities contribute to the development of national character. Further to this, youth participation in the Hijrah Fest is in line with the theory of a relational development system where relationships that occur between individuals such as youths in particular strengthen each other to form an independent hijrah community. Using qualitative methods, this study found that the Hijrah Fest is a social capital for the community, whose activities encourage many young people to be independent, work together and develop good morals. This is in line with the state's goal of developing the character of Indonesian youth. Hijrah Fest is also supports the vision of the Indonesian government in realizing a sovereign, independent youth personalities through such collaboration. Keywords: Youth participation, religion, hijrah fest, religious moderation, nation character.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135037827","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Hasrul Hashim, Normah Mustaffa, Muhammad Syakir Ahmad Sazali
{"title":"Penerapan Literasi Digital dalam Kalangan Kru Produksi Pelajar Melalui Persembahan Mesej Pembujukan Naratif Penerbitan Pesanan Khidmat Awam “Lengai”","authors":"Hasrul Hashim, Normah Mustaffa, Muhammad Syakir Ahmad Sazali","doi":"10.17576/jkmjc-2023-3903-08","DOIUrl":"https://doi.org/10.17576/jkmjc-2023-3903-08","url":null,"abstract":"Pesanan Khidmat Awam (PKA) merupakan salah satu teknik dalam komunikasi pembujukan yang dihasilkan dengan tujuan untuk memberi kesedaran, menggalakkan perubahan tingkah laku dan gaya hidup dalam kalangan khalayak atau masyarakat berkenaan dengan sesuatu isu. Penghasilan sesebuah PKA yang efektif memerlukan kepada satu proses yang sistematik dengan mengambil kira pelbagai faktor seperti khalayak sasaran, kesesuaian isu, reka bentuk persembahan mesej, teknik penyampaian, kredibiliti sumber dan juga kreativiti. Ini kerana PKA perlu disampaikan dalam durasi yang singkat tetapi pada masa yang sama mampu menangkap perhatian khalayak seterusnya memberikan impak yang mendalam. Proses kreatif penghasilan sesebuah PKA juga berkait rapat dengan proses kognitif pemikiran kreatif yang membentuk idea dan penyelesaian masalah secara kreatif. Selain itu, tahap literasi digital dalam kalangan kru produksi juga memainkan peranan penting dalam proses kreatif kandungan digital seperti PKA. Kajian ini bertujuan untuk menilai proses kreatif yang terlibat dalam penerbitan sebuah PKA pasca pandemik berjudul ‘Lengai’ yang dihasilkan oleh pelajar jurusan komunikasi media yang telah memenangi anugerah filem iklan atau PKA terbaik di Festival Filem Pelajar Malaysia ke-13, 2022. Teknik penerbitan PKA ini dinilai berdasarkan kepada tiga fasa utama dalam produksi penerbitan audio visual iaitu peringkat pra-produksi, produksi dan juga pasca produksi. Hasil kajian menunjukkan persembahan mesej yang digunakan dalam PKA ‘Lengai’ menggunakan teknik pembujukan naratif melalui integrasi secara halus dalam kandungan mesej tersirat berkenaan tema utama PKA berkenaan. Kata kunci: Pesanan khidmat awam, produksi audio visual, literasi digital, naratif, pasca pandemik.","PeriodicalId":45197,"journal":{"name":"Jurnal Komunikasi-Malaysian Journal of Communication","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135038019","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}