Pusat Pengajian Komunikasi - Tesis

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    Leveraging Social Media Content Towards Fostering National Unity In Malaysia Through Corporate Social Responsibility (Csr) Advertising
    (2025-08)
    Sarudin, Nur Shima
    Fostering national unity in Malaysia’s multicultural society remains a critical yet complex challenge. Corporate Social Responsibility (CSR) advertising on social media has emerged as a promising strategy for strengthening shared identity and cohesion across diverse communities. This study investigates how CSR advertisements, especially those launched during Merdeka celebrations, utilize social media content to promote national unity. Employing a mixed-methods approach that integrates content analysis, focus group discussions (FGDs), and surveys, the study explores five key objectives: (1) the representation of unity themes in CSR advertisements, (2) the influence of Social Identity Theory (SIT) on audience perception, (3) the use of communication strategies and nudging techniques, (4) levels of audience engagement and sentiment across platforms, and (5) the development of a framework for unity-driven CSR advertising.
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    A Critical Analysis Of K-Pop’s Economic And Cultural Dynamics In Global Entertainment Industry: A Case Study Of Sm Entertainment
    (2025-09)
    Goh, Yu Qin
    K-pop has become a phenomenon in recent years. It spread from Asia, and America, to Europe, Saudi Arabia, and Africa. K-pop overcame language and culture barriers, gaining wide fans worldwide. But how does it start and what makes these K-pop groups successful locally and globally? This research takes SM ENTERTAINMENT as the case study to examine the business nexus of the regional media powerhouse and reflects on the evolution of K-pop culture within the framework of Globalisation. In understanding how SM ENTERTAINMENT, a media powerhouse manages to transform itself from a local studio to a global corporate media that produces some of the most popular celebrities in the global market, this research identifies two SM ENTERTAINMENT products (celebrities) that debuted in a different period to gain insights into its business nexus. My research findings indicate that South Korea employs the glocalisation strategy and blends South Korean features and localised components, creating fusion products. Meanwhile, this research discovers that South Korean government still plays a significant role in the entertainment industry and both sides cooperate to achieve mutual benefit. The government invested heavily in K-pop, aiming to target all sectors of the Korean economy.
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    Volunteer Tourist’s Motivation And Satisfaction In Malaysia: The Roles Of Perceived Benefits And Tourist-Host Interaction
    (2025-08)
    Nordin, Dini Farahiyah
    This study examines volunteer tourists’ satisfaction in Malaysia by employing Social Exchange Theory (SET) as the conceptual foundation. Addressing the limited understanding of what drives and sustains satisfaction among volunteer tourists, the research aims to: (1) identify motivation factors; (2) examine the relationship between motivation and perceived benefits; (3) assess overall satisfaction; (4) investigate the moderating effect of tourist-host interactions; and (5) propose an integrated model of volunteer tourism.
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    Cyberbullying On Facebook: An Exploratory Phenomenological Study On Lived Experiences Among The Young Adult Victims In Bangladesh
    (2025)
    Hossain, Aftab
    In the digital age, cyberbullying has emerged as a pressing concern, particularly among young adults. However, understanding the intricacies of this phenomenon in the unique sociocultural context of bangladesh has remained a gap in research. This dissertation conducts a comprehensive exploration of cyberbullying victimization among young adults in bangladesh, with a particular emphasis on their experiences within the facebook platform. Grounded in bronfenbrenner's social ecological theory, this study adopts an exploratory phenomenological approach. Sixteen young adults residing in dhaka, a city known for its substantial facebook user base, participated in semistructured interviews. Employing a homogenous purposive sampling method, this research ensures diversity among participants while safeguarding their identities. Thematic analysis of the interview transcripts, facilitated by nvivo qualitative analysis software, reveals five major themes that illuminate the complexities of cyberbullying victimization within the context of bangladesh. These themes encompass the motivations behind cyberbullying incidents on facebook, the influential role of the victims' immediate social environment, the responses of their social environment to victimization, the coping strategies employed by victims, and the support provided by their social ecology to overcome these distressing experiences.
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    Analysing The Role Of Social Media In The Uae - Israel Normalization Agreement In 2020: A Gulf Cooperation Council Perspective
    (2025-04)
    Abdalla, Aljasmi Raida Muhsin Mohamed
    The normalization agreement signed by the united arab emirates (uae) and israel on august 13, 2020, was a momentous geopolitical milestone with far-reaching consequences. While emirati authorities portrayed the agreement as a step toward warm peace, popular comments on social media indicated a wide range of views, from strong support to strident rejection. Social media was essential in creating conversation surrounding the accord, impacting public perception and political narratives. This study investigated the influence of social media in the uae-israel normalization process, utilizing international relations theory, agenda-setting theory, social media use, political participation, and social media political participation model as the theoretical framework. A qualitative study technique was used, including semi-structured interviews with 15 people (three from the uae and twelve from the gulf cooperation council) and sentiment analysis of twitter (x) and facebook postings from august to october 2020, all performed using nvivo software. The data reveal that social media had a substantial impact on popular mood, increasing both pro- and anti-normalization views. Sentiment research found that the prevalent perception in the uae was positive, indicating the efficacy of government messaging and public engagement methods.