DOI: 10.5176/2301-3710_JMComm16.12
Authors: Dr Pauline Leong Pooi Yin
Abstract: Most people are not active participants in politics, thus they experience media-ized politics which has resulted in an industry of public relations consultants who have integrated into the political structure. A total of 19 Malaysian politicians, media consultants and socio-political were interviewed for this study. The findings showed that there is some evidence of media-ization and PR-ization in Malaysian political parties, with the use of centralised management structures, external marketing and media professionals. Malaysia is also transiting between pre-modern and modern to post-modern campaigns.
Keywords: Media-ization and PR-ization of Politics, New Media, Political Communication
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