Visual framing by social movement organisation towards political participation in Malaysia: an analysis on the BERSIH Movement / Mohd Firdauz Mohd Fathir

This multi-method qualitative study examines the visual framing towards political participation by one of the largest political social movements in Malaysia, the BERSIH movement, within a social media setting. The recent attention on the growing trends of social movements within the political atmosp...

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Main Author:	Mohd Fathir, Mohd Firdauz
Format:	Thesis
Language:	English
Published:	2022
Subjects:	Human security
Online Access:	https://ir.uitm.edu.my/id/eprint/75794/1/75794.pdf
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id	my-uitm-ir.75794
record_format	uketd_dc
spelling	my-uitm-ir.757942024-09-13T03:42:24Z Visual framing by social movement organisation towards political participation in Malaysia: an analysis on the BERSIH Movement / Mohd Firdauz Mohd Fathir 2022 Mohd Fathir, Mohd Firdauz Human security This multi-method qualitative study examines the visual framing towards political participation by one of the largest political social movements in Malaysia, the BERSIH movement, within a social media setting. The recent attention on the growing trends of social movements within the political atmosphere in Malaysia is on the phenomenal record usage of the multimodal nature of social media platforms as framing tools to spread ideology. Building on the existing work on visual framing, five research objectives guides this research : (1) To explore the visual portrayal of issues on the BERSIH Facebook Page. (2) To identify the styles and visual techniques used in the visual portrayal of issues on BERSIH Facebook Page. (3) To interpret the underlying meaning of visual frames that can identified from the visual portrayal of issues on the BERSIH Facebook Page (4) To analyse the outcome of styles and visual techniques that can be identified from the visual portrayal of issues on the BERSIH Facebook Page. (5) To understand the overall visual framing on the BERSIH Facebook Page. This study was guided by two theories: Agenda Setting Theory and Visual Framing Theory. Using a phenomenology approach, a qualitative visual content analysis was done to a sample of 59 selected photos as well as in-depth interviews with 10 informants which includes political experts, visual experts, and key persons involved in the movement. Data analysis was conducted simultaneously with data collection and the Atlas.ti 8.4.4 software was used in the process of coding. Thematic analysis were used to analyse the data. The findings showed that the main forms of visuals used were photos of protesters, followed by photos of significant individuals. The findings also showed the main framing that was highlighted was 'solidarity' followed by 'call for action' in the form of direct and symbolic visuals. Elements of negative emotions like anger and disgust were also found to be a regular pattern within the visuals. However, cool factor and portrayal of neutrality can also invite likability towards the movement. Apart from that, a good framing strategy like good timing and simplicity would contribute to the success of visual framing. The findings provide a basis for understanding the use of visual framing by social movement organizations in Malaysia. By understanding these visual frames, the findings will act as a reference to social leaders and organisation who wishes to develop a sustainable strategy for stimulating engagement effectively through visual. 2022 Thesis https://ir.uitm.edu.my/id/eprint/75794/ https://ir.uitm.edu.my/id/eprint/75794/1/75794.pdf text en public phd doctoral Universiti Teknologi MARA (UiTM) Faculty of Computer and Mathematical Sciences Sualman, Ismail
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Sualman, Ismail
topic	Human security
spellingShingle	Human security Mohd Fathir, Mohd Firdauz Visual framing by social movement organisation towards political participation in Malaysia: an analysis on the BERSIH Movement / Mohd Firdauz Mohd Fathir
description	This multi-method qualitative study examines the visual framing towards political participation by one of the largest political social movements in Malaysia, the BERSIH movement, within a social media setting. The recent attention on the growing trends of social movements within the political atmosphere in Malaysia is on the phenomenal record usage of the multimodal nature of social media platforms as framing tools to spread ideology. Building on the existing work on visual framing, five research objectives guides this research : (1) To explore the visual portrayal of issues on the BERSIH Facebook Page. (2) To identify the styles and visual techniques used in the visual portrayal of issues on BERSIH Facebook Page. (3) To interpret the underlying meaning of visual frames that can identified from the visual portrayal of issues on the BERSIH Facebook Page (4) To analyse the outcome of styles and visual techniques that can be identified from the visual portrayal of issues on the BERSIH Facebook Page. (5) To understand the overall visual framing on the BERSIH Facebook Page. This study was guided by two theories: Agenda Setting Theory and Visual Framing Theory. Using a phenomenology approach, a qualitative visual content analysis was done to a sample of 59 selected photos as well as in-depth interviews with 10 informants which includes political experts, visual experts, and key persons involved in the movement. Data analysis was conducted simultaneously with data collection and the Atlas.ti 8.4.4 software was used in the process of coding. Thematic analysis were used to analyse the data. The findings showed that the main forms of visuals used were photos of protesters, followed by photos of significant individuals. The findings also showed the main framing that was highlighted was 'solidarity' followed by 'call for action' in the form of direct and symbolic visuals. Elements of negative emotions like anger and disgust were also found to be a regular pattern within the visuals. However, cool factor and portrayal of neutrality can also invite likability towards the movement. Apart from that, a good framing strategy like good timing and simplicity would contribute to the success of visual framing. The findings provide a basis for understanding the use of visual framing by social movement organizations in Malaysia. By understanding these visual frames, the findings will act as a reference to social leaders and organisation who wishes to develop a sustainable strategy for stimulating engagement effectively through visual.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Mohd Fathir, Mohd Firdauz
author_facet	Mohd Fathir, Mohd Firdauz
author_sort	Mohd Fathir, Mohd Firdauz
title	Visual framing by social movement organisation towards political participation in Malaysia: an analysis on the BERSIH Movement / Mohd Firdauz Mohd Fathir
title_short	Visual framing by social movement organisation towards political participation in Malaysia: an analysis on the BERSIH Movement / Mohd Firdauz Mohd Fathir
title_full	Visual framing by social movement organisation towards political participation in Malaysia: an analysis on the BERSIH Movement / Mohd Firdauz Mohd Fathir
title_fullStr	Visual framing by social movement organisation towards political participation in Malaysia: an analysis on the BERSIH Movement / Mohd Firdauz Mohd Fathir
title_full_unstemmed	Visual framing by social movement organisation towards political participation in Malaysia: an analysis on the BERSIH Movement / Mohd Firdauz Mohd Fathir
title_sort	visual framing by social movement organisation towards political participation in malaysia: an analysis on the bersih movement / mohd firdauz mohd fathir
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Computer and Mathematical Sciences
publishDate	2022
url	https://ir.uitm.edu.my/id/eprint/75794/1/75794.pdf
_version_	1811768661247000576

Visual framing by social movement organisation towards political participation in Malaysia: an analysis on the BERSIH Movement / Mohd Firdauz Mohd Fathir

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