The Influence of Political Communication on Youth Voter Decisions in Klang Valley: The Role of Credibility, Informativeness, Interactiveness, and Satire

Mohd Sufiean Hassan, Siti Nurshahidah Sah Allam, Zuliani Mohd Azni, Mohamad Hafifi Jamri, Siti Hajar Abd Aziz and Nur Qurratuaini Abdul Malek
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Mohd Sufiean Hassan: Faculty of Communication and Media Studies, Universiti Teknologi MARA Melaka, Malaysia
Siti Nurshahidah Sah Allam: Faculty of Communication and Media Studies, Universiti Teknologi MARA Melaka, Malaysia
Zuliani Mohd Azni: Faculty of Communication and Media Studies, Universiti Teknologi MARA Melaka, Malaysia
Mohamad Hafifi Jamri: Faculty of Communication and Media Studies, Universiti Teknologi MARA Melaka, Malaysia
Siti Hajar Abd Aziz: Faculty of Communication and Media Studies, Universiti Teknologi MARA Melaka, Malaysia
Nur Qurratuaini Abdul Malek: SIRIM Calibration Sdn. Bhd., Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 1824-1834

Abstract: In the digital age, the factors shaping young voters’ decisions are becoming increasingly complex. This study explores the impact of political credibility, political informativeness, political interactiveness, and political satire on the voting decisions of youth in Klang Valley, Malaysia. Utilizing a quantitative approach with a sample of 330 young voters, this research reveals that all four factors positively influence voter decisions, though their effects vary. Political credibility and political informativeness are significant, albeit with modest effects, highlighting their essential roles in shaping voter trust and decision-making. More pronounced impacts are observed with political interactiveness and political satire, which engage voters more dynamically and contribute to more pronounced shifts in voting behavior. These findings underscore the importance of integrating trust, information quality, engagement, and humor into political campaigns. The study provides strategic insights for enhancing political communication, offering a comprehensive understanding of how these key elements influence youth voting behavior in Malaysia and beyond.

Date: 2024
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