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Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

NEWS MEDIA EXPOSURE AND POLITICAL PARTICIPATION AMONG YOUNG PEOPLE

Siti Nurshahidah Sah Allam1, Mohd Sufiean Hassan2, Zuliani Mohd Azni3 & Muhamad Hanapi Kamis4 Faculty of Communication and Media Studies, Universiti Teknologi MARA Melaka,1 Public Relation Officer Department, Kolej Universiti Islam Melaka, Melaka,2 Faculty of Communication and Media Studies, Universiti Teknologi MARA Melaka,3 Faculty of Communication and Media Studies, Universiti Teknologi MARA Melaka4 [email protected], [email protected], [email protected], [email protected]

Abstract Young Malaysians today are reflection of the citizens and healthy democracy. Their participation can benefit to the country as reported by World Youth Report (2003), where young people participation lead to better decisions, outcomes and also can strengthen their understanding toward democracy process. Media scholars believed that political participation among young people can be influenced effectively by media. A salient theme of this knowledge was greater media exposure lead to greater political participation among young people. However, there is evidence that revealed, greater news media exposure lead to lower political participation among young people due to some reasons such as political interest, young people lifestyle, government policies and scope of political participation. This article provides ample explanation how political interest, news media exposure leads to lower political participation among young people. By choosing quantitative survey on 306 undergraduate students, the main purpose of this study is to predict inclination of political participation among young people by measuring level of political interest and news media exposure. Keywords: Newspaper, News media exposure, political interest and political participation.

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Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

1. Introduction In Malaysia, young people are reflection of the citizens and healthy democracy of the future by participating in political activities. Their participation in the democracy process can benefit to the country where young people participation lead to better decisions and outcomes and also can strengthen the commitment and understanding toward democracy process. However, recently, many political forum, debate and dialogue program had been discussing the issue of declining political participation among young people in Malaysia. Why are we so concerned about young people participation in political activities? Statistics from Ninth Malaysian Plan (2006-2010) showed that population of young people in Malaysia is predicted to increase from 26.8% (2005) to 29.0% (2010). In other words, increasing numbers of young people population are believed to affect the future of Malaysia’s development. In fact, most of them are considered as the professional groups who can contribute to economic expansion and social stability. The integration of young people participation in political activities is expected to strengthen their leadership skills and experience. Furthermore, politicians or political practitioner might benefit from the ideas, creativity and initiatives of young people, especially in areas of their major concern (ESCAP, 2002). In a community, news media is perceived to play important roles in controlling, shaping and uniting community judgment according to their strategic objectives toward certain events (Chan. J & Suen W., 2009). News media, especially newspapers are one of the main sources of political information in Malaysia. There are framing political issues and promote political activities for Malaysian readers (Fatimah A., 2007) and for that, there are certain newspapers which are allegedly dedicated to promote governing political party’s (Barisan Nasional) popularity such as Utusan Malaysia (Malay newspaper) and New Straits Times (English newspaper) which are included as one of the variables in this research. Overwhelmingly, reported biased news caused negative impact toward political knowledge and political participation among young people (Faridah I., Mohd Safar H., 2005). In order to know how news media can affect political participation among young people, researchers investigated the trend of media usage among young Malaysians. Several studies had found that young people spend their time on watching television (Latifah P. Samsudin A.R & Fauziah A., 2009) and browsing Internet (Merdeka Center, 2008) than reading newspaper. However, the purpose of young people watching television and browsing Internet is not mainly to search for political news as they are also watching television to get sports news and entertainment purposes. Hence, newspaper is selected media to be examined as news media exposure that influence political participation among young people. In addition, a survey conducted by Merdeka Center (National Youth Survey, 2007) on perspectives toward social involvement, politics and views on current issues found that feedback from 1508 respondents indicated the percentage numbers of respondents who read newspapers are somewhat equivalent to the percentage numbers of 2

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

respondents who registered as voters. This clearly shows that there is a strong relationship between newspaper readership and political participation. The study comprises both general and specific objectives. The general objective of this study is to investigate on how newspaper readership and political participation conducted on full-time undergraduate students of Bachelor of Administration Science, Faculty of Administration Science and Policy Studies in Universiti Teknologi MARA, Melaka. Specifically, the objectives of this study are; 1) to investigate news media exposure pattern students, and 2) to study relationship between news media exposure and political participation among young people. 1.1. Media in Malaysia In Malaysia, freedom of media is still not fully implemented even though Malaysia exercises a democracy system. Media is controlled by the ruling government where a National Front (BN) was selected as the ruling alliance of parties and it has held power continuously since 1957 despite holding regular elections. BN also imposed some rules that restrict freedom of media and among the most oppressing legislations of the media includes The Sedition Act, The Printing Presses and Publication Act, The Multimedia and Communication Act, and The Internal Security Act (Ming K. L., 2007). However, the Malaysian media landscape includes diverse sites of participation. The national broadcaster Radio Television Malaysia (RTM) and the Bernama news agency are both government-run (Cherian G. (2007). According to Peter T.L. (2008), low media freedom is strongly associated with low news media exposure, low political participation and lower voter turnout. Media freedom refers to ownership of media in the country; private ownership and state owned. In countries where government interferes with the media, individuals know less about basic political issues and less politically involved and vice versa. Lack of transparency caused voters especially, young generation looking for alternative media such as alternative newspapers or from Internet. Continuous efforts by opposition party through more sophisticated ways campaigning, high-tech especially via Internet have been maximized. This is because the monopoly on mainstream media by the government which is not transparent, especially on opposition news has caused young voters browsing opposition information through websites and blog (Sivamurugan, 2010). As a result, they are exposed toward misinformation and disinformation lead by opponent group. 1.2. Young People and Media in Malaysia Many young make use of opportunities presented by media to participate actively in the democratic process. According to Samsudin A.R and Latiffah P. (2009), young Malaysian preferred to access terrestrial television (basic channel; RTM1, RTM2, TV3, TV8 and NTV9), radio and newspaper. They found that 90% of young people spent 15 to 19 hours per week to watch entertainment, comedy, science fiction, religious and political news programs. However, Internet network as predicted an attractive medium used by young people, basically, not really preferable by them. Prediction that young Malaysian 3

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

readership on newspaper are declining should be studied in detailed because many surveys conducted reported that young Malaysian do read newspaper in a daily life, whether in printed (Merdeka Center on National Youth Survey, 2008) or online version (Report on the Quantitative Analysis of The Media Monitoring Initiative for the 12th General Election by Center for Independent Journalism and Writers, 2008). 1.3. Political Interest among Young People in Malaysia The roles of young people in formation of Malaysia and national development cannot give the impression of being trivial. In Malaya history, they one of important group have struggle for Malaysian’s independence, facts of the role of young people to syringe nationalism and patriotism among Malayan cannot be disputed. One of the most important movement efforts towards nation independence completed by Malay Association of Great Britain that strained British to remove Malayan Union. Moreover, young people in 1970s, a fighting agenda not only concentrated on politics but also on education matters such inequality of education among Malays, language (fight for Malay language as a medium interaction not only in primary and secondary levels but also in university levels) and politic (democracy, independence and inequality). (Mohammad Ridhuan A., 2004). What make previous generations and today are young people different? Besides changes of young people lifestyle (Richard H.K, 2002), in Malaysia, government policy such as AUKU 1975 is one of the reasons young people neglect political activities which restricted them to involve in any political activities. In 1975, the Act was amended to further limit student involvement in politics. Section 15 of the Act prohibits a student or a student organization, body or group from associating with outside organizations, except as provided under the Constitution or approved by the Vice-Chancellor of the respective university. The Section also prohibits fundraising by a student or a student organization (United Nations Economic and Social Commission for Asia and the Pacific (ESCAP, 2002). Directly, AUKU restricted young people interest in political activities. The one of the main proposition in the study was the assumption that politics are of no interest to young people. Many terms used by scholars to explain political interest among young people. According to Vladimir Z. (2009), the term ‘field of interests’ guide researcher to understand the place that politics occupies among the interest of young people. It can be divided into three areas; 1) interested in getting information, 2) awareness and 3) intensiveness. Individual awareness on politics can be shown if person who is interested in politics will regularly and actively keep track on information about political issues. While, intensiveness is the most important in determining the field of interests of young people where how often the individual pay attention or spend their daily life to political issues. 1.4. News Media Exposure and Political Participation among Young People Generally, political news or issues are not really grab audiences attentions especially among young people compared to social issues, economy, crime reports, sports, international news and others. Survey conducted by Vladimir Z. (2009) on Politics in 4

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

the Scope of the Vital Interest of Young People found that there are two groups of information which can grab young people focus; 1) information that might affect young people life or they might become the potential victims such as natural disaster, terrorism, and others. 2) Groups of events that are the most attractive in terms of the information that they afford has to do with the events taking place during their leisure time and something to do with their life such as recreational, shopping or entertainment. How to examine political interest among young people? Many scholars agreed that new media (Internet) is the best medium to engage with young people (Rebecca A.H., 2009). Do Internet is the best medium to develop political interest among young people and finally, it may correlate to political knowledge and political participation? Variety of findings reported on effectiveness of media to engage to a young people. Most of them agreed that Internet is best media to find young people trends on searching political information because young people are more technology savvy than old citizens. Besides that, in terms of accessibility, Internet provides convenience condition during the searching process (Christine L., 2000). Young people are more likely to welcome such technologies, are also more likely to have access to and use the Internet than old groups. Besides that, young people more visually oriented, seeking diversify of information, cherishing interactivity characteristics which cannot find from newspapers (Delli Carpini, 2002). Indirectly, trend or news media use style on Internet can create politics interest and political participation among young people. However, power of newspaper to win mind and heart of society is undeniable. The ability of newspaper to encourage voting behavior is deniable (Lisa G. & Joel W., 2007). It can develop interest among non-partisans or even partisans. Study conducted by Limor. P, Edward C. Malthouse, et al, (2003) on estimating the effect of news media consumption on political participation found that that the relationship between newspaper use and voting is stronger among those who are less interested in politics than those who are more interested in political issues. In contrast to findings reported by Tien-Tsung L. & Lu Wei (2008) that newspaper use is generally connected to greater political trust and lower political cynicism. Besides that, newspaper not only useful as vehicle to encourage voting behavior but also to inform and educate citizens because it provide more thematic and historical context, emphasizes more complex issues and policies than simplistic strategic. Limor. P, Edward C. Malthouse, et al, (2003) also reported among those who are already highly interested in politics, whether or not they read the newspaper will not have a significant effect on voting. Unlike with newspapers, political interest does not produce interaction effects with television on voting. Quite the opposite, study explored the relationship between exposure to specific media content and political knowledge and participation in politics by Claes H.V & Hajo B., (2006) demonstrated that news media exposure can affect knowledge and political participation positively and exposure also positively affected the likelihood to vote.

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2. Materials and Methods In this study, there are two main instruments sample used as reference to design the research questionnaire; European Social Survey, and Merdeka Center (Malaysian respondents). European Social Survey (ESS) is a set of constructed survey questions on communications and mass media in general social survey. Besides that, ESS is involved with conducting a systematic study of changing values, attitudes, attributes and behavior patterns. However, not all questions listed by ESS are relevant to the Malaysian context. There are some questions which might not be answered by respondents because of their rights, especially, in Malaysia people need to keep decision on which political party voted by them. In order, to ensure questions constructed are answerable for the respondents, researcher took another instrument structured by Merdeka Center in which it had conducted a National Youth Survey in Malaysia. The survey provides useful data which contained responses among youngsters from peninsular Malaysia, Sabah and Sarawak. This study also intends to investigate the existence of reading behaviour among young people. Hence, researcher also had applied Reading Behaviour Score (RSB) survey questions by Readership Institute to construct readership questionnaire. It focuses on actionable research, field-testing of readership-building ideas.

2.1. Description of Key Variables Political information efficacy tries to understand and investigate voting interest among young people by measuring level of political interest and media exposure, besides a combination of stimulation of negative political news. As discussed before, negative political news also can affect political participation among young people. Many studies on media impact had also looked upon news media exposure. It is purposely to investigate the media use and levels of exposure among young people because a number of studies had shown that different levels of media use and exposure reported different research outcomes. Political interest is measured to identify level of political interest among respondents whether they are interested to search or acquire political news from various media such as television, Internet and newspaper. Moreover, researcher is keen into the trend of media use among respondents to fulfill their interest, in other words, what types of information they are looking while watching television, reading newspaper and searching on the Internet. For this study, there are four common interests among students; entertainment, education, economic and political news (ESS).

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Political information efficacy theory

News Media Exposure

Political Participation among young people Political Interest

Figure 1: Application of Political Information Efficacy Theory to examine news media exposure and political participation among young people In order to clarify predictions on how newspaper readership and political knowledge can affect political participation among young people, the following hypotheses are formulated: H1: There are news media exposure patterns which exist among semester 3 to semester 6 undergraduate students from Bachelor of Administration Science, Faculty of Administration Science and Policy Studies in City Campus, UiTM Melaka. H2: There is a relationship between news media exposure and political participation among semester 3 to semester 6 undergraduate students from Bachelor of Administration Science, Faculty of Administration Science and Policy Studies in City Campus, UiTM Melaka 2.2. Pilot Study Before the questionnaires were distributed to the respondents, researcher had conducted a pilot test to ensure reliability and validity of findings. Besides that, the purpose of pre-test is to ensure questions, which would be tested, are comprehendible by the respondents and reliable as research instrument. For this purpose, a set of 30 questions on how news media exposure can affect political participation among young people were distributed among undergraduate students from Bachelor of Public Administration, Faculty of Administrative Science and Policy Studies in UiTM, Melaka City Campus. Upon completion of the research instrument’s preliminary test, the Cronbach’s Alpha value for reliability of the questions formed showed high results, especially for news media exposure and political interest with the Cronbach’s Alpha value of 0.95 7

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

and 0.86 respectively. Compared to the high Cronbach’s Alpha value obtained from the study, the items for news media exposure gained a value of 0.81.

Table 1 Cronbach’s Alpha Reliability Value Components of how newspaper readership and political No. of Items knowledge can affect political participation

Cronbach Alpha value Pre-Test

Study

News Media Exposure

12

0.95

0.83

Political Interest

14

0.86

0.81

3. Results and Discussion There are 169 respondents involved in this survey and respondents purposively selected from the Faculty of Administration Science and Policy Studies due to control that they already have basic political knowledge from subject registered. Study on news media exposure and political participation among young people applied levels of education as a indicator to measure news media exposure and political knowledge because more higher education level affected more newspaper readership trend and greater political knowledge than who are low education level (Nicholson & Stephen P., 2003; Claes H.V & Hajo B., 2006; Kelly A.G & Hartley J.W., 2008). 3.1 News Media Exposure among Young People In this study, news media exposure among young people tested with amount of time spending reading newspaper. Many scholars tested news media exposure by listing questions that asking how much they read newspaper per week or in a daily, amount of time spending on reading newspaper, type of newspaper and particular day that students prefer more to read newspaper. Data shows that students reading newspaper two days per week (21.9%) compared to seven days only 1.8%. Table 1 Total days on reading newspaper per week among Bachelor of Administration Science program in part 3 to 6, Melaka City Campus, UiTM Melaka Total days on reading newspaper per week Don't read newspaper at all One day Two days Three days Four days Five days Six days Seven days

Frequency 19 32 37 29 22 17 10 3 8

Percentage (%) 11.2 18.9 21.9 17.2 13.0 10.1 5.9 1.8

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

Besides that, variables to measure media use among students also take into account on availability of newspaper. For the purpose of study, researcher required data for the total number of students who subscribe a newspaper at least one month as show in Table 2 below. From the total number of students, 106 students (62.7%) respond not to subscribe newspaper. It is interesting findings when to measure on news media exposure can affect political participation among young people where greater news media use among lower percentage of newspaper subscriber. Table 2

Total number of newspaper subscriber

Total number of newspaper subscriber

Frequency

Yes No

Percentage (%)

63 106

37.3 62.7

From the samples study (Table 3), percentage of students who strongly agree to read Malay newspapers (Berita Harian and Utusan Malaysia), in order to update political news in Malaysia is greater (33.7%) than who read English newspapers (The Star and New Straits Times) reported only 27.2% from total number of respondents. Data stated that they respond strongly agree to read Malays newspaper because it contained greater political news (mean=3.42) compared to English newspaper (mean=3.21). In Malaysia, there are number of newspapers declared by scholars as mainstream newspapers where they effectively attract newspaper readers in Malaysia; Berita Harian and Utusan Malaysia (Malay newspapers) and The Star and New Straits Times (English Newspapers). Researcher eager to investigate which newspaper chose by students in order to get political updates in Malaysia by asking questions which newspapers contained much political news. Consistently, from previous responds that students are preferred to read Malay newspapers than English newspapers (mean=3.78 and 3.21, respectively). Table 3 Searching News Political Sources among Bachelor of Administration Science program in part 3 to 6, Melaka City Campus, UiTM Melaka (n=169) Searching Political News Sources

1. I often search Malay newspaper to read on political news 2. I often search English newspaper to read on political news 3. Berita harian and

Percentage (%) Mean 1

2

3

4

5

16.6

30.8

1.3

17.8

33.7

16.0

19.5

4.7

32.5

9.5

16.6

1.2

32.0

9

27.2

40.8

3.42

3.21

3.78

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

Searching Political News Sources

Percentage (%) Mean 1

2

3

4

5

15.4

33.1

0.0

17.8

33.7

Utusan Malaysia always contained many political news 4. The Star and New Straits Times always many political news

3.21

From the data respondents have greater level of interest on searching political news that might represent their interest in political updates as shows in Table 4. Table 4 Level of Searching Political news among Bachelor of Administration Science Program in Part 3 To 6, Melaka City Campus, Uitm Melaka Level of Searching Political News Sources

Frequency

1 2 3

25 86 58

Percentage (%)

14.8 50.9 34.3

3.2 Political Interest among Young People There are four main interests that commonly used to test media consumption pattern among young people (European Social Survey, 2009); entertainment (sports, shopping, fashion etc), economics, politics and education. Entertainment and Sports News Based from data(Table 8), the study revealed about 58.0% of students strongly agree that to get entertainment and sports updates from watching television (mean=4.21) rather than reading newspaper (51.5%) and searching from Internet (13.6%). Besides that, percentage of strongly disagree on television as a medium to watch entertainment and sports updates slightly lower (8.l3%) than newspaper (9.5%) and Internet (24.3%). While, the highest mean among media consumption to find economics update is television (4.21) compared to newspaper (3.37) and Internet (3.27) where indicated that students are preferred to watch television in order to get entertainment and sports updates. Economics News Students are rarely browsing Internet to search on economic news or updates compared to newspaper. Findings of this study reported that students are more preferred to read newspaper in order to know economic development in Malaysia 10

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

(mean=3.37) compared to Internet (mean= 3.04). Even though, many economic discussion program in television, it does not attract students interest to watch television in order to know economic development in Malaysia (mean=3.18). Education Updates Besides economic news, another interest that related to young people is education. Data reported that highest mean of media consumption to search education information is Internet (4.48) followed by newspaper (3.39) and television (2.59). Compared to television (14.2%) and newspaper (32.5%), percentage of students who strongly agree to search education information from Internet (57.4%) is greater higher than others. In short, students are preferred to browse Internet in order to get education updates. In fact, nowadays many education activities uploaded in this new media. Another interest that exists in searching information among students is political news where the core value of this study. Political News As predicted earlier, most of students who prefer to read newspaper rather than watching television and browsing Internet in order to search political news. Data provided indicated that they are looking for newspaper rather than television or internet to get political news. Besides that, they respond strongly agree to read political news from newspaper are 24.9% higher than those who disagree (16.0%) from the total samples. Data provided that they also agree that discussion in newspaper sections such as editorial writing or feature writing can help them to understand about certain political issues (mean=3.20) and newspapers are effective medium to develop political knowledge among young people (mean=3.74). 3.3 Political Participation among Young people It is important to investigate levels of political participation among students in order to answer third research objective; political participation among young people. From study on newspaper coverage and political participation, total respondents ranged from low to high level so that data for level of political participation can be generated. From table below, surprisingly that 77 students classified as low level of political participation (45.6%) which the highest percentage than medium (30.1%) and high level (24.3%). Table 5

Level of Political Participation

Level of Political Participation Low Medium High

11

Frequency

Percentage (%)

77 51 41

45.6 30.1 24.3

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

Level of political participation will be used as tested variable in order to analyze relationship between newspaper readership and political participation and political knowledge. The analysis involved correlation coefficient test by using SPSS 15. 3.4 The Relationship between News Media Exposure and Political Participation The results (Table 6) shows that the value of r (169) = -0.044, P>0.05) on political participation with newspaper readership suggests that there is a very weak negative relationship between political participation and newspaper readership among undergraduate students. Table 6 ‘Pearson’s product moment’ Correlation Coefficient between Political Participation with Newspaper Readership and Political Knowledge (n=169) Variables

Political Participation Significant value r (P) -0.044 0.530

1. Newspaper Readership

The weak and negative relationship on the other hand is considered statistically insignificant as the significant value calculated is 0.530 more than the significant level of 0.05 The findings here can be used to indicate that political participation is not considered factor which influences by newspaper readership. Nevertheless, it can be concluded that greater exposure on newspaper not necessarily increased by their percentage of political participation. News media exposure also measured on types of news sources used by students because previous researcher found that different news sources exposure will be caused different effects of news sources toward young people such as level of political knowledge (Scott D. W. & Elizabeth A. D., 2007), information efficacy or inclination to participate in political activities influenced by trust on news sources (Lynda L.K, Mitchell S.M & John C.T. (2007) and negativism toward media (Andrew L.F., 2007). In this study, percentage of students who strongly agree to get Malay newspapers (Berita Harian and Utusan Malaysia) in order to read political news in Malaysia is greater than English newspapers, even though, The Star newspaper accounted for the highest level of readership among young Malaysian (66.2%) and followed by the New Straits Times (57.5%) as reported by Irene Ong P.F (2008). In addition, respondents strongly agree that Malay newspapers reported greater political news than English newspapers. However, Malay newspaper claimed by media scholar contained greater negative political news which against opponent party.

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3.5 Effects of News Media Exposure and Political Participation Discussion on effects of repeated exposure to negative political news found variety idea. According to Frank E., Fuyuan S. & Heidi H.E., (2008), greater exposure on negative political issues did not affect political participation. Similar to Norris P. (1999) study on communicating message during election found evidence that media coverage during general election and especially negative news coverage did not affect voter turnout. In political information efficacy theory, previous scholars have been stated that greater exposure on negative political news sources can affect negative feeling toward media and political system (Lynda L.K, Mitchell S.M & John C.T. (2007). They found negative political news such as corruptions, scandals and breach of trust related to lower levels of political participation among young people (Fridkin, 2004). According to Faridah I., Mohd Safar H. (2005) who have been studied on news orientation in Malaysia found that the highest level of negative news contained in Malay newspapers (Utusan Malaysia and Berita Harian; 17.4% and 14.7% respectively) compared to English newspapers (New Straits Times; 14.5% and The Star; 12.5%) which more positive and neutral news reporting. In fact, Utusan Malaysia was claimed by media scholars in Malaysia which owned by government (Mohd Azizuddin M.S., 2009; Khadijah Md. K, & Halimah A., 2008; Center for Independent Journalism & Writers’, 2008 & Cherian G., 2007). Besides that, they have closed link with the BN’s top leadership that might caused news reporting in mainstream newspapers prone to support them and produce negative news toward opponent parties. According to Tien-Tsung L. & Lu Wei, (2008) who study on how newspaper readership affects political knowledge and participation found that newspapers provide more thematic and historical context than encourage political interest and political knowledge among young people. By having greater political interest and political knowledge among newspapers readers, their level of political participation is greater than those who not interested on political news at all. This is represented; there is positive relationship between newspaper readership and political participation. 3.6

The Relationship between News Media Exposure and Political Participation among Young People

Result from previous study found that newspaper readership is positively associated with political knowledge among young people, where, less newspaper use contributes to less political knowledge (Tien-Tsung L. & Lu Wei., 2008). Therefore, this study constructed to examine political knowledge among young people that predicted can affect their political participation. Many scholars agreed that new media (Internet) is the best medium to engage with young people (Rebecca A.H., 2009). Most of them agreed that Internet is best media to find young people trends on searching political information because young people are more technology savvy than old citizens. Besides that, in terms of accessibility, Internet provides convenience condition during the searching process (Christine L., 2000). 13

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

However, data reported that students are preferred to use Internet for searching education information rather than political news. In addition, Synovate Asian’s Survey 2008 revealed that young Malaysian aged eight to 24 spend an average of one and half hours a day in email and two hours on instant messaging. Besides that, this study found that young people most likely to download online games and chatting into social network. In short, young people used Internet mostly for entertainment rather than searching political information. Even though, in political information efficacy theory reported that there is positive relationship between political knowledge and political participation among young people, where low level of political knowledge may also account for lower political participation among young citizens (Lynda L.K, Mitchell S.M & John C.T., 2007) there are certain cases it contrast from natural. 3.6.1 Types of Political Participation Political participation in this study mainly for voting behaviour among young people as reported by media scholars, political observers and policy makers are declining. The relationship between political knowledge and political participation among young people can be affected by types of political participation tested in this study. Basically, young Malaysian participates in political activities but not in traditional forms. It seems difficult to fit with traditional form of political participation into their lifestyle. Some researcher argue that certain types of political participation might increase young people involvement such as young people councils and parliaments, new social movements, community service, protest politics or political discussion among peer support groups (Ellen Q., 2007). These forms of political participation are more informal (Henn M., Weinstein M., & Wring D., 2002) than voting or being member of a political party (Election Commission Malaysia, 2007). 3.6.2 Young People Lifestyle Despite, greater political knowledge but young people uninterested to join political activities as reported in this study. This closely related to young people lifestyle who avoids complicated matters in their life. According to Richard H.K (2002), psychological studies have suggested that young people’s lower rates of political participation could be associated with their lifestyle. It was believe that because of young people were more likely to be mobile such as find job and further studies; they were consequently they least likely to vote. Besides that, too many bureaucracy and registration problems occurred also caused them turnoff during elections even though they have greater political knowledge (Valentino L., 2007). 3.6.3

Greater Negative News Media Exposure

Students are preferred to read Malay newspaper (Berita Harian and Utusan Malaysia) rather than English newspaper (The Star and New Straits Times). Even though, The Star newspaper accounted for the highest level of readership among young Malaysian followed by the New Straits Times (Irene Ong P.F., 2008). 14

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

As discussed before, many of mainstream newspapers, especially, Malay newspapers reported much negative news which to undermine opponent parties credibility (Faridah I., Mohd Safar H., 2005, Mohd Azizuddin M.S., 2009; Khadijah Md. K, & Halimah A., 2008; Center for Independent Journalism & Writers’, 2008 & Cherian G., 2007). Hence, greater news media exposure might cause greater exposure to negative news. According to Andrew L.F. (2007), greater exposure toward negative media caused lower levels of political participation among young people because it may increase of feeling distrustful toward government or politicians. 4. Conclusions The existence pattern of newspaper readership among students measured by level of total days that students read newspaper per week and result reveal that students have been categorized in medium level of media exposure. Students are preferred to read Malay newspaper (Berita Harian and Utusan Malaysia) rather than English newspaper (The Star and New Straits Times). In fact, study by Irene Ong P.F. (2008) found that The Star newspaper accounted for the highest level of readership among young Malaysian followed by the New Straits Times. According to Faridah I., Mohd Safar H. (2005) who has been studied on news orientation in Malaysia found that the highest level of negative news contained in Malay newspapers (Utusan Malaysia and Berita Harian) compared to English newspapers (New Straits Times) which more positive and neutral news reporting. In fact, Utusan Malaysia was claimed by media scholars in Malaysia which owned by government (Mohd Azizuddin M.S., 2009; Khadijah Md. K, & Halimah A., 2008; Center for Independent Journalism & Writers’, 2008 & Cherian G., 2007). As discussed before, many of mainstream newspapers, especially, Malay newspapers reported much negative news which to undermine opponent parties credibility. Hence, greater news media exposure might cause greater exposure to negative news. According to Andrew L.F. (2007), greater exposure toward negative media caused lower levels of political participation among young people because it may increase of feeling distrustful toward government or politicians. Basically, young Malaysian participates in political activities but not in traditional forms. It seems difficult to fit with traditional form of political participation into their lifestyle. This could be why young people who reported have better level of political knowledge but not interested to join political events. Some researcher argue that certain types of political participation might increase young people involvement such as young people councils and parliaments, new social movements, community service, protest politics or political discussion among peer support groups (Ellen Q., 2007). These forms of political participation are more informal (Henn M., Weinstein M., & Wring D., 2002) than voting or being member of a political party (Election Commission Malaysia, 2007). Despite, greater news media exposure but young people uninterested to join political activities as reported in this study. This closely related to young people lifestyle who avoids complicated matters in their life. According to Richard H.K (2002), psychological studies have suggested that young people’s lower rates of 15

Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

political participation could be associated with their lifestyle. It was believe that because of young people were more likely to be mobile such as find job and further studies; they were consequently they least likely to vote. Besides that, too many bureaucracy and registration problems occurred also caused them turnoff during elections even though they have greater political knowledge (Valentino L., 2007). References Chan. J & Suen W. (2009). ‘Media as Watchdogs: The Role of News Media in Electoral Competition.’ European Economic Review. 799-814 Cherian G. (2007). ‘Media in Malaysia: Zone of Contention.’ Journal of Democratization. 893-910 Christine L. (2000). ‘The Youth Political Web Sphere and its Potential Role in Rebooting Youth Political Engagement.’ Retrieved from ccce.com.washington.edu/projects/assets/lee_thesis on 12 August 2010 Delli Carpini M. (2002). ‘Gen.com: Youth Civic Engagement and the New Information Environment. Political Communication. Retrieved from ccce.com.washington.edu/news/assets/conference_papers/carpini.pdf on 12 August 2010 Faridah I., Mohd Safar H. (2005). Penggunaan Sumber Berita dalam Media Cetak dan Media Elektronik. Malaysia: Universiti Kebangsaan Malaysia Fatimah A. (2007). ‘Young People, Identity and the Media.’ Retrieved from http://www.artlab.org.uk/fatimah-awan-phd.htm on 25 August 2010 Latifah P. Samsudin A.R & Fauziah A. (2009). ‘Media Consumption among Young Adults: A Look at Labels and Norms in Everyday Life.’ Malaysian Journal of Communication. 21-31 Limor. P, Edward C. Malthouse, et al, (2003). ‘Estimating the effect of news media consumption on political participation’. Annual Meeting of the American Political Science Association, Philadelphia: 1-21 Lisa G. & Joel W. (2007). National Media and Local Political Participation: The Case of The New York Times. Retrieved from urban.hunter.cuny.edu/~lgeorge/Research/NYTVote.pdf on August 4, 2010 Merdeka Center. (2007). National Youth Survey 2007; Perspectives toward Social Involvement and Views on Current Issues. Retrieved July2, 2010, from http:/asiafoundation.org/resources/pdfs/MYyouthsurveydata2007

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Siti Nurshahidah Sah Allam, Mohd Sufiean Hassan, Zuliani Mohd Azni, Muhamad Hanapi Kamis/ News Media Exposure and Political Participation among Young People

Merdeka Center. (2008). National Youth Survey 2008; Media Consumption, Lifestyle, Issues, Social Values, Political Efficacy, Electoral Participation, and the Wants of Malaysian Youth. Retrieved July 2, 2010, from http://www.digitalibrary.my/dmdocuments/malaysiakini/1092_poll%20report% 20jul%201%202009.pdf Ming K. L., (2007). ‘The State of Media Control in Malaysia.’ Paper presented at International Communication Association; 2007 Annual Meeting Competition.’ European Economic Review. 799-814 Mohammad Ridhuan A.. (2004). ‘Gerakan Mahasiswa di Universiti Malaya 1970-1986’. Rerieved August 14, 2010 from http://www.scribd.com/doc/11261491/Gerakan-Mahasiswa-Di-Universiti-Malay a-1970 Peter T. L. (2008). ‘Media Freedom, Political Knowledge, and Participation.’ Journal of Economic Perspectives. 155-169 Rebecca W.S, Matthew S.W. (2008). Political Participation and Quality of Life. Retrieved July 22, 2010, from http://www.iadb.org/res/publications/pubfiles/pubWP-638.pdf Rebecca A.H. (2009). ‘New Media, New Politics: Political Learning Efficacy and The Examination of Uses of Social Network Sites For Political Engagement.’ (Doctoral Dissertation, Michigan State University, 2009). Richard H.K. (2002). ‘Why Don’t Young People Vote at General Elections?.’ Journal of Youth Studies. 85-98 Sivamurugan P. (2010). ‘Malaysia’s 12th General Election: An Analysis.’ European Journal of Social Sciences. 508-526 Tien-Tsung L. & Lu Wei. (2008). ‘How Newspaper Readership Affects Political Knowledge and Participation’, Newspaper Research Journal. 8-23 Tien-Tsung L. (2005). ‘Media Effects On Political Disengagement Revisited: A Multiple-Media Approach.’ Journalism and Mass Communication Quarterly. 416-33 United Nations Economic and Social Commission for Asia and the Pacific (ESCAP). (2002). ‘Youth in Malaysia: A Review of the Youth Situation and National Policies and Programmes’. Retrived from www.unescap.org/esid/hds/youth/youth_malaysia on 14 August 2010 Vladimir Z. (2009). ‘Politics in Scope of the Vital Interest of Young People’. Journal of Education and Society.’ 57-74 17