Social media has become the most readily available and important communication medium in the globalised world of today. These internet-based applications allow users to contribute, respond openly and share information in a fast and unlimited time on apps such as Facebook, WhatsApp, Twitter, Instagram, WeChat and the like.

According to the MCMC Internet Users Survey (2020), internet users in Malaysia are estimated at 88.7% of the total population. Facebook recorded the highest number of users involved in social networking activities (91.7%) in Malaysia, followed by YouTube (80.6%) and Instagram (63.1%). Meanwhile, for communication and messaging applications, WhatsApp registered the highest (98.7%), followed by Facebook Messenger (53.9%) and Telegram (40.1%).

Exposure to Political Information

Some 200 research university (RU) students were interviewed for their exposure to political communication. All the RU students interviewed had experience using social media.

The findings showed that political agendas in social media played a major role in political support. Social media also provided a space for the students to engage in political matters that indirectly affect political support.

The type of social media mostly used by the RU students to get general information was Facebook (92.5%). Meanwhile, Instagram (64.5%) ranked second and 61.5 per cent used Twitter for their general information needs. The least used social media app to source for information by the respondents was Line (7.5%). The messaging app, WhatsApp, was very popular among the RU students as 75.5 per cent used it to get general information.

An important aspect of interest for the researchers of this study was to uncover the main sources of political information for the university students. Among the channels most widely used as sources for political information by the students were social media applications (75.5%) and television (72%).

Some 70.5 per cent of the students used newspapers as a source for political information, while online news portals recorded 61.5 per cent. Slightly more than half (56.5%) of the respondents had access to political information through their family members.

On the other hand, 50.5 per cent of the RU students said their friends were sources for political information. Meanwhile, less than half of the students (47.5%) said radio was the source for their political information. The least source for political information among the students was community or village heads (8.5%).

Social Media Impact on Politics

With the advent of social media, political information is now at the fingertips of every Malaysian, especially those living in urban areas and having ubiquitous access to the Internet, coupled with good coverage. Social media, especially Facebook, Twitter and WhatsApp, have made access to information so easy for larger populations.

Over the years, social media has had an impressive impact on university students in terms of political support. The RU students agreed that social media strengthens the democratic system in Malaysia. They also attest that social media enhances the image of political candidates and their parties.

A majority of the RU students concurred that social media provides information to understand the political issues in the country. They also agreed that social media empowers the people to share information about political matters.

The public political agenda on social media in this study has shown that the university students are more active in online politics than offline and indirectly voice their opinions on political issues through social media as a form of political support.

It is important to note the shift in media consumption among the young populace that was once dominated by conventional media, to social media, as eminent. Today's university students prefer to use online and social media, rather than conventional media, to obtain news.

This technology transfer should be studied deeper as there are also the advantages and disadvantages of social media that should be highlighted, especially in political communication.

The Malaysian 14th General Election was testimony to the power of social media, where a large number of younger voters, including university students, who mainly source political information through social media, voted for Pakatan Harapan.

With the 15th General Election looming, likely after the spread of COVID-19 is contained, politicians should strategise the use of social media to engage with their supporters, especially university students.

-- BERNAMA

Assoc Prof Dr Ali Salman is with the Faculty of Language Studies and Human Development at Universiti Malaysia Kelantan.