Abstract

The emergence of digital communication technologies has significantly transformed political communication and political marketing worldwide. In Malaysia, the expansion of various social media applications has accelerated the dissemination of political information through visual and humorous content, particularly political memes. Political memes have become an influential form of political expression among young people due to their concise, entertaining, emotionally engaging, and highly shareable nature. This study examines the influence of political memes on political attitudes, perceptions, and political marketing among Malaysian youths. It also investigates whether memes influence political understanding, political support, party image construction, propaganda dissemination, and political participation. This study employed a quantitative cross-sectional survey design involving respondents aged between 18 and 35 years. Data were analyzed using descriptive statistical methods. The findings demonstrate that political memes are increasingly accepted as an alternative political communication medium and significantly influence political perceptions among respondents. It also found that respondents perceived memes as capable of shaping party image, increasing political support, functioning as propaganda tools, and influencing public understanding of political issues. Respondents simultaneously acknowledged the potential risks of misinformation, manipulation, and political misunderstanding associated with meme dissemination. This study concludes that political memes have become a significant component of contemporary political marketing in Malaysia, especially among digitally connected youths. Political actors, policymakers, and researchers must therefore understand both the persuasive strength and ethical implications of meme-based political communication in democratic environments.

Concepts :

Access to Document

Citations by Year