ICOME22-PROGRAMME BOOK-WEB

The 8th International Conference on Communication and Media

VIRTUAL CONFERENCE
1 – 3 OCTOBER 2022 I SINTOK, MALAYSIA

“The Future Communication Landscape: Envisioning
Global and Technological Changes”

We would like to welcome you to “The 8th International Conference on Communication and
Media 2022” (i-COME’22). This biennial event is organized by the Communication Program,
School of Multimedia Technology and Communication, Universiti Utara Malaysia and will be
held from 1 to 3 October 2022, virtually. The conference provides an opportunity for
researchers, practitioners and students to interact and share their experience and knowledge
in communication and media. I-COME’22 provides an excellent international platform for
knowledge sharing in the areas of communication and media, as well as providing an ideal
environment for new collaborations and discussions with scholars and experts in the areas
the two areas.

I-COME’22 welcomes participants from all over the world who are interested in
communication and media, especially on how globalization and current situation affect the
future landscape of the fields. The aim of the conference is to provide platform for scholars,
researchers and practitioners from both academia and industry to meet and share the
advanced development and changes in both areas. The conference also hopes to discuss the
innovative discovery of research level and promote international scientific cooperation and
exchange of ideas among researchers and practitioners. Our conference relies on a wide
range of challenges and issues in the fields of communication and media which will be
presented through keynote addresses, plenary sessions, presentations by distinguished
scholars and practitioners, and doctoral colloquium which is specially designed for post
graduate students to share their experiences. The highlight of the conference will be the
award presentation during the closing ceremony which will be given as a recognition to the
outstanding work of the selected researchers.

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The 8th International Conference on Communication and Media
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Message from the Vice Chancellor of
Universiti Utara Malaysia

BISMILLAHIRRAHMANIRRAHIM
ASSALAMU’ALAIKUM W.B.T.

Alhamdulillah, we are thankful to Allah S.W.T as with His
permission and abundant grace, we can all gather at this
biennial conference, “The 8th International Conference on
Communication and Media 2022” (i-COME’22).

The theme for i-COME’22, “The Future Communication
Landscape: Envisioning Global and Technological Changes” is
incredibly timely considering the changes in the global
landscape politically, economically and socially. I believe this
conference will be able to produce new knowledge in
envisioning future global and technological changes.

As communication technology continues to evolve, so will the communication and media
landscape. It is imperative to everyone to undertake the effort to effectively communicate
when new technologies are constantly changing the way we communicate.

As academics and scholars in the field of communication, we must think and act swiftly
parallel to the speed of technological development. Humans as users of technology need to
be equipped with the sufficient soft skills to deal with issues resulting from the explosive
enhancement of communication technology. Therefore, this situation and environment
demands continuous exploration by communication and media scholars to ensure that our
knowledge on communication can be improved and shared with the society and stakeholders
and interested parties.

I wish to take this opportunity to congratulate and thank the organizers, the Communication
Program, School of Multimedia Technology and Communication (SMMTC), and those who
have contributed towards the success of this conference. This includes - sponsors, partners,
and all participants for their initiative, support and commitment.

Let us all pray that the communication landscape, driven by technology, will continue to grow
and contribute toward the prosperity of our nation and the world that we live in.

Thank you and Wassalam.

PROFESSOR DR. HAIM HILMAN BIN ABDULLAH
Vice Chancellor
Universiti Utara Malaysia

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Message from the Dean
School of Multimedia Technology and
Communication

Assalamu’alaikum Warahmatullahi Wabarakatuh and welcome.
Firstly, let me extend my warmest welcome to all the presenters
and participants of “The 8th International Conference on
Communication and Media” (i-COME’22) organised by the
Communication Program, School of Multimedia Technology
and Communication (SMMTC), Universiti Utara Malaysia.

As the Dean, I am very honoured to be associated with this
academic event which is already in its 8th edition. Although the
past few years have been tough to many of us in the academic
world, i-COME has managed to overcome this obstacle with
great success. The proof is the 7th i-COME (i-COME’20), which
had successfully gathered a substantial number of presenters although the conference was
conducted online due to the pandemic.

This year, the Communication Program is once again organising this bi-annual conference. I
have the understanding that the conference has again managed to bring together many
presenters from various academic institutions, foreign and domestic. Since its inception in
2008 i-COME has been a platform for many scholars to present their ideas and research
findings in their respective areas of expertise. I highly believe that all the ideas and findings
have and will contribute to a better understanding of the fields of communication and media,
and hence, the enrichment of the academe.

I would like to express my gratitude to the organising committee for all their hard work in
making this conference a success. My sincere appreciation also goes to the Vice Chancellor
of UUM, Prof. Dr Haim Hilman bin Abdullah for his strong support towards intellectual events
such as this. Thank you also to all the sponsors and partners of i-COME’22 for making this
event possible.

Lastly, to all presenters and participants, I hope you have fruitful sessions and memorable
experience here at i-COME’22.

Thank you.

ASSOC. PROF. DR. NORSIAH ABDUL HAMID
Dean
School of Multimedia Technology and Communication
Universiti Utara Malaysia

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Message from the Co-Chairs of i-COME’22

Assalamualaikum Warahmatullahi Wabarakatuh.
Selamat Datang and Welcome to i-COME’22.

It is our pleasure to welcome you to the
conference. We feel extremely honoured and
delighted to be given the opportunity to organize
and carry out the prestigious “The 8th
International Conference on Communication and
Media 2022” (i-COME’22) for the eighth time.
We strongly believe this event can serve as the
conduit for the sharing of ideas with a view of having a productive outcome such as joint-
research and publication in the future.

We believe that through our conference, with the various sub-themes made available, we can
strengthen our academic relationships, and hope that in the near future, we can collaborate
more in our undertakings. We have taken all the initiatives to ensure the success of the
conference, and hope that all presenters and participants will benefit from the conference
and gain new insights that will inspire your academic development.

On behalf of the i-COME’22 committee, we wish to thank our sponsor, Celcom Axiata, our
partner institutions, and publishers for supporting this conference. The paper submissions we
received were more than expected, and we have done a thorough screening in selecting those
which meet the conference requirements.

Our sincere gratitude also goes to the Director General of Health who will be officiating the
conference, keynote speakers, presenters, and other participants of the i-COME’22 who have
made the conference possible.

To our sponsor, Celcom Axiata and media partner, Asia FM, we would like to extend our
sincere appreciation, for your unwavering support towards the success of the conference.
We wish to also convey our utmost gratitude to the organizing committee, thank you so much
for your commitment and hard work.

Have an enjoyable conference. Hope to see you again at i-COME’24.

Thank you.

ASSOC. PROF. DR. HASLINA HALIM
PROF. DR. CHE SU MUSTAFFA
Chairpersons of Organizing Committee i-COME’22

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Organising Committee

PATRON Professor Dr. Haim Hilman bin Abdullah
Vice Chancellor
ADVISOR Universiti Utara Malaysia

CO-CHAIRS Prof. Dr. Russayani Ismail
DEPUTY DIRECTOR Deputy Vice-Chancellor
SECRETARY I Research and Innovation
SECRETARY II Universiti Utara Malaysia
BURSARY
FINANCE & SPONSORSHIP Assoc. Prof. Dr. Norsiah Abdul Hamid
PROCEEDINGS & Dean, School of Multimedia Technology & Communication
SCIENTIFIC COMMITTEE Universiti Utara Malaysia

LOGISTIC & TECHNICAL Assoc. Prof. Dr. Haslina Halim
Professor Dr. Che Su Mustaffa

Dr. Mohd Zuwairi Mat Saad

Dr. Nursafwah Tugiman
Mdm. Marzura Ibrahim

Dr. Joyce Cheah Lynn-Sze
Mdm. Azirawati Ayob

Dr. Suhaini Muda

Dr. Adibah Ismail
Dr. Mohd Khairie Ahmad
Dr. Syarizan Dalib
Dr. Romlah Ramli

Ms. Nuredayu Omar
Dr. Mohd Zuwairi Mat Saad
Mr. Mohd Baharudin Othman
Mr. Mohamad Suhail Ramazan
Mr. Najib Ahmad

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PROMOTION & WEBSITE Dr. Maartandan a/l Suppiah
REGISTRATION & PARTICIPANTS Dr. Mohd Zuwairi Mat Saad
Ms. Nor Hayati Mohd Jalil
PROTOCOL & INVITATION
DOCTORIAL COLLOQUIUM Dr. Azlina Kamaruddin
SPECIAL TASKS Mdm. Marzura Ibrahim
Ms Azian Muhamad Adzmi
Ms. Norhayati Mohamad Hussein

Dr. Sharina Samsudin
Dr. Jamilah Jamal
Mdm. Normizan Yusoff

Ms. Azian Muhamad Adzmi

Mdm. Rahana Ramil

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Scientific Committee

Head of Scientific Committee
Prof. Dr. Che Su Mustaffa, Universiti Utara Malaysia, MALAYSIA
Scientific Committee Members
Emeritus Professor Dr. Samsudin Abdul Rahim, Universiti Kebangsaan Malaysia, MALAYSIA
Emeritus Professor Dr. Chen Ling, Hong Kong Baptist University, HONG KONG
Professor Dato’ Sri Dr. Syed Arabi Syed Abdullah Idid, International Islamic University
Malaysia, MALAYSIA
Professor Dr. Ang Peng Hwa, Nanyang Technological University, SINGAPORE
Professor Dr. Bradley C. Freeman, Sunway University, MALAYSIA
Professor Dr. Patrice M. Buzzanell, University of South Florida, USA
Professor Dr. Norhafezah Yusof, Universiti Utara Malaysia, MALAYSIA
Assoc. Prof. Dr. Peter Simmons, Charles Sturt University, AUSTRALIA
Assoc. Prof. Dr. Haslina Halim, Universiti Utara Malaysia, MALAYSIA
Dr. Mohd Khairie Ahmad, Universiti Utara Malaysia, MALAYSIA
Dr. Muzammil Saeed, University of Management and Technology, Lahore, PAKISTAN
Dr. Sidra Shehzadi, University of Management and Technology, Lahore, PAKISTAN
Dr. Tony Wilson, London School of Economics and Political Science, UNITED KINGDOM

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Keynote Speakers

Professor Stephen M. Croucher
Head of School of Communication, Journalism and
Marketing, Massey University, NEW ZEALAND
President of World Communication Association
“The Future of ‘Culture’ in Communication Studies”

Stephen M. Croucher (Ph.D., University of Oklahoma) is the Professor and Head of the School of
Communication, Journalism, and Marketing at Massey University. He is also the Wellington Regional
Director of the Massey Business School. He studies organizational and intercultural communication.
He has authored more than 100 peer-reviewed journal articles in journals such as Communication
Monographs, Management Communication Quarterly, International Journal of Conflict
Management, and Mass Communication & Society. He has authored/co-edited more than 10 books
and given keynote addresses in more than 25 nations. He serves on the editorial boards of various
journals and served as the editor of the Journal of Intercultural Communication Research (2010-
2019), Speaker & Gavel (2010-2015), and Frontiers in Communication (2019-2020). He is the editor
of the Review of Communication. He has held various leaderships positions in the National
Communication Association, International Communication Association, and the World
Communication. He is currently the President of the World Communication Association.

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Keynote Speakers

Dato’ Dr. Jafri Abdul Jalil
Director, Directorate of Cyber Security, Research
Division, Prime Minister’s Department, MALAYSIA
“The Threats of Fake News Towards National Security”

Dato’ Dr. Jafri Abdul Jalil has been the Director of Cyber Security, Research Division, Prime
Minister’s Department since April 2019. Prior to his current appointment, he has previously
worked in various government agencies and departments, namely the National Disaster
Management Agency, the Eastern Sabah Security Command and National Institute of Public
Administration. He joined the Malaysian Civil Service in 1994. He obtained his Bachelor of
Arts in International Affairs and Political Science from Marquette University (MU), Milwaukee,
Wisconsin, USA (1992), Master of Public Administration (MPA) from University of Malaya
(UM), Kuala Lumpur, Malaysia (1996) and Doctor of Philosophy (PhD) in International
Relations (specialising in Security Studies) from the London School of Economics and Political
Science, London, United Kingdom (2008).

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Keynote Speakers

Professor Walid A. Afifi
Associate Dean for Community Engagement
Department of Communication, University of California
at Santa Barbara, USA.
President Elect, National Communication Association
(NCA).
“Considering the impact of chronic uncertainty during
global change”

Walid A. Afifi (PhD, University of Arizona) is a Fellow of the International Communication
Association, President Elect of the National Communication Association, and Associate Dean
of Community Engagement at the University of California At Santa Barbara, where he recently
completed his role as Director of the Center for Middle East Studies and is Professor in the
Dept of Communication. He is an author on over 75 articles, chapters, and books, served as
Chair of the Department of Communication Studies at the University of Iowa (2013-2016),
and occupied the role of Associate Editor for both the Journal of Social and Personal
Relationships and Personal Relationships. Son of a Palestinian father and American mother,
he was born and raised in Beirut, Lebanon, then fled to the United States in the mid 1980s to
escape the then-7-year-old civil war. He returned to Beirut in the mid-2000s for a semester
as a Visiting Professor in the College of Public Health at the American University of Beirut. His
program of research revolves around uncertainty and information-management decisions
and has led to the development and refinement of the Theory of Motivated Information
Management. That work has increasingly focused on immigrant communities and/or
communities experiencing trauma, which has led to his most recent theoretical contribution:
The Chronic Uncertainty Framework.

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Keynote Speakers

Dato’ Suriani Binti Dato’ Ahmad
Secretary General, Ministry of Entrepreneur Development
and Cooperatives, MALAYSIA
“Digital Communication Technology and E-
Entreprenuers”

Dato’ Suriani started her professional career journey in BERNAMA where she worked as
Editorial Executive upon completion of her degree in 1993. She then joined Administrative
and Diplomatic Service where she was first posted at Malaysian Administrative Modernisation
and Management Planning Unit (MAMPU) in the Prime Minister’s Department, and has vast
experience in trade and industry. Since her first appointment in the Administrative and
Diplomatic Service, she has held various administrative and leadership posts in government
departments and ministries, which have enabled her to be promoted to her current position
as Secretary General of Ministry of Entrepreneur and Cooperatives Development (MECD).
Prior to her move to the current ministry, she was Secretary General of Ministry of
Communications and Multimedia Malaysia. She had received several awards in the
organization she served, and has been conferred state awards in recognition of her excellent
contributions. Dato’ Suriani was appointed as Adjunct Professor at the School of Multimedia
Technology and Communication (SMMTC), Universiti Utara Malaysia (UUM) until 2022.

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Keynote Speakers

Professor Abid Hussain Khan Shirwani
Director-General / Co-Founder / Head ORIC University of
Management and Technology, PAKISTAN
“Adaptation and Integration of Information and
Communication Technologies (ICT) in Academic
Excellence of Higher Education”

Professor Abid Hussain Khan Shirwani is a renowned educationist and philanthropist,
currently leading the University of Management and Technology, one of the best universities
with W category in Pakistan, as Director General and Co-Founder. He is also the Chief
Executive Officer (CEO) and co-founder of the Institute of Leadership and Management (ILM)
group of colleges Pakistan. He did his M.S. in Entrepreneurship from the University of
Bedfordshire, United Kingdom and Masters in Public Administration from Punjab University,
Lahore. He started his career in 1989 as a Lecturer at Hailey College of Commerce at Punjab
University Lahore, and since then, he has contributed a lot at the national and international
forums in the context of education policy making, advocacy, education rights, industry
academia linkages, mainstreaming the youth entrepreneurship through innovation and
invention. Currently, Professor Abid Shirwani is the member of TEVTA Board where he
contributed a lot to revive and uplife the TEVTA to the next level. Prof. Abid Shirwani is also
Founder and CEO of the Institute of Research Promotion (IRP), the largest R & D promotion
network and technology commercialization organization in Pakistan. He is also the key brain
behind the invention-to-innovation summit idea, an ongoing successful quarterly event,
adopted as a model by the Government of Pakistan in its public and private sector universities.

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The Postgraduate Colloquium is organized in conjunction with “The 8th International
Conference on Communication and Media 2022” (i-COME’22) which will take place online on
3 October 2022. As the main organizer, i-COME’22 offers important elements to the PhD
Colloquium. Not only does the colloquium provides a way of stimulating sound doctoral
research, but it also establishes and enhances the network between researchers. The
Colloquium aims to provide an opportunity for doctoral students in all related areas to discuss
their research with established scholars. It is an open opportunity for postgraduate students
to share thesis progress and involved in in-depth discussion sessions that followed.
Postgraduate students who have yet to defend their proposals are the most likely to benefit
from the colloquium. Participants will receive an e-certificate as participants at the end of the
colloquium.

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Celcom is collaborating with Google under the “Grow with Google” program “Gemilang”, to
distribute Google Career Certificates.
The program aims to digitally upskill and boost participants competitive edge targeting B40,
rural jobseekers and mid-careers employees.
Participants earn certificates in 3-6 months through flexible, self-paced, online training
designed by Google that can lead to desired careers in six high-growth fields; Data Analytics,
UX Design, Project Management, IT Support, Cloud Engineering and Digital Commerce.
As the main sponsor of i-COME’22, Celcom is offering eligible students of UUM to enroll in
this certification program which will be briefed at the conference. Come and join us online!

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TENTATIVE PROGRAMME

1-3 OCTOBER 2022

1 OCTOBER 2022

TIME PLATFORM EVENT

8.30 AM - FB Live Opening remarks by:
10.55 AM
URL: FB_icome Prof. Dr. Haim Hilman Abdullah
Vice-Chancellor, Universiti Utara Malaysia

https://bit.ly/icome-FB

Opening Ceremony Officiated by:
Tan Sri Dato’ Seri Dr. Hj. Noor Hisham bin Abdullah

Director General of Health

Ministry of Health, Malaysia

Keynote Session 1
Moderator: S. Maartandan Suppiah

Professor Stephen M. Croucher
Head - School of Communication, Journalism, and
Marketing
Wellington Regional Director, Massey Business
School
Massey University, New Zealand
President, World Communication Association
(WCA)

“The Future of ‘Culture’ in Communication Studies”

Keynote Session 2
Moderator: Marzura Ibrahim

YBhg. Dato' Dr. Jafri Abdul Jalil
Director
Directorate of Cyber Security
Research Division
Prime Minister’s Department

“Fake News on Social Media: The Threats towards
National Security”

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11.00 AM - Zoom Meeting Parallel Session 1A
12.40 PM Theme: Communication and Media

Session Chair: Jamilah Jamal

1. Crafting Enemy: Ideographs in Iranian
Political Discourse (ID: 39)
Alireza Azeri Matin

2. The Expression of Hate Motive on Social
Media: Perspective of the Malaysian (ID: 72)
Noramira Fatehah Azman & Norena Abdul
Karim Zamri

3. Effects of Media Exposure and Family
Communication on Violent Behavior among
Adolescents in Jordan (ID: 73)
Mohammad Eneizat, Haslina Halim & Syarizan
Dalib

4. How Online Behavioral Advertising Affects
Purchase Intention with Consumer Trust as
Mediating Variable (ID: 50)
Fitri Ayu Nofirda

5. Information Ecosystem among Malaysian
Youth: The State and Challenges (ID: 68)
Mohd Khairie Ahmad, Vinodh Pillai &
Wathshlah Naidu

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Parallel Session 1B
Theme: Corporate Communication

Session Chair: Sharina Samsudin

1. Integrated Marketing Communication for F&B
Business in Indonesian Sphere (ID: 60)
Monika Teguh, Gabriela Laras Dewi Swastika,
Yoseviene F. C. H. Kuntjoro & Hadjar Chanissa
Nur Malika

2. Does CSR Communication Influence Trust?
(ID: 71)
Wan Nor Hidayah Wan Afandi, Jamilah Jamal,
Nurul Zaitul Itri Alias & Nathasya Mohd Kamal

3. Building Comprehensive Tourism Brand in
Zhanjiang Using Integrated Marketing
Communication (ID: 78)
Yunwei Li, Ahmad Fahmi Mahamood & Habee
Bullah Affendy

4. Global Capabilities Framework: Perspectives
of Public Relations Practitioners in Malaysia
(ID: 20)
May Bel Koh, G. Manickam Govindaraju &
Cheng Ean Catherine Lee

Parallel Session 1C:
Theme: Organisational Communication

Session Chair: Suhaini Muda

1. The Role of Student’s Satisfaction in
Mediating Relationship between Service
Quality and Brand Image (ID: 14)
Sidra Shehzadi & Che Su Mustaffa

2. Challenges of Women Refugee in Malaysia:
Government Perspectives (ID: 91)
Suhaini Muda, Laila Suriya Ahmad Apandi, Nur
Syakiran Akmal Nasir, Norhafezah Yusof &
Norsuhaily Abu Bakar

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1.00 PM - 3. Team Effectiveness among Nursing Team:
2.30 PM Leader-Member Exchange and Cooperative
Communication as Determinants (ID: 62)
2.30 PM - Zoom Meeting Farah Lina Azizan, Razlina Razali, Muhammad
4.10 PM Aiman Arifin & Haslina Halim

4. Communicating with Employees During
Remote Working (ID: 77)
Nurul Zaitul Itri Alias, Nan Zakiah Megat
Ibrahim & Mohamad Shamsul Ibrahim

SESSION BREAK

Parallel Session 2A
Theme: Communication and Education

1. Social Relationship and Life Satisfaction
Among Youth Adults During the Covid-19
Pandemic (ID: 27)
Nor Hayati Mohd Jalil & Nur Nabila Ezzaty Nur
Rizlan

2. Students’ Perspective on Public Relations
Curriculum and their Preparedness for the
Industry (ID: 53)
Sharon Jia Wei Tan & Cheng Ean Catherine Lee

3. Postgraduate Students’ Practice on Usage of
Copyrighted Images for Educational Works
(ID: 58)
Ani Munirah Mohamad, Felicia Yong Yan Yan,
Nor Zuhaidah Mohamed Zain, Norasikin Fabil,
Nor Ezdiani Omar & Nurhazman Abdul Aziz

4. A Review of Online Learning Impact During
Pandemic COVID-19 among University
Students (ID: 67)
Sobihatun Nur Abdul Salam, Yap Houng Yin &
Yap Houng Minn

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Parallel Session 2B
Theme: Strategic Communication (Komunikasi
Strategik)

Session Chair: Romlah Ramli

1. Komunikasi Formal dan Tanggapan Sokongan
Organisasi: Kajian Terhadap PKS Sektor
Perkhidmatan (ID: 31)
Marzura Ibrahim

2. Strategi Komunikasi Pusat Alumni Universiti
Utara Malaysia 2009-2021 (ID: 32)
Zuraidah Abu Talib, Che Su Mustaffa &
Syamsyul Anuar Ismail

3. Empirical Studies of Digital Poverty during
the Post-Covid-19 Pandemic in Sabah: Kajian
Empirikal Kemiskinan Digital Pasca Pandemik
Covid-19 di Sabah (ID: 85)
Norhuda Salleh, Romlah Ramli, Noor Syakirah
Zakaria, Fiffy Hanisdah Saikim, Asmiaty Amat,
Nor-Ina Kanyo, Dg Marshitah Pg Baharuddin,
Ahmad Murad Mohd Noor Merican & Rachel
Mina William

4. Strategi Komunikasi, Halangan Komunikasi,
Komitmen Organisasi dan Kepuasan
Pelanggan (ID: 86)
Romlah Ramli & Nor Aziah Mehat

Parallel Session 2C:
Theme: Digitalization in Society (Digitalisasi
dalam Masyarakat)

Session Chair: Mohd. Baharudin Othman

1. Analisis Fungsi Komunikasi Menerusi
Youtube dan Pengaruh Perubahan Sikap
dalam Konteks Penyalahgunaan Dadah (ID:
15)
Azlina Binti Kamaruddin, Mohamad I'Rfan
Shahruddin, Cheah J. L. S., & Haslina Halim

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2. Analisis Kandungan Terhadap Gambar Lama
Bagi Mencungkil Maklumat Mengenai
Fesyen Zaman Silam Dalam Konteks Negeri
Kedah (ID: 25)
Fakhrul Anuar Aziz & Jasni Ahmad

3. Peranan Teknologi Komunikasi dan
Maklumat dalam Meningkatkan Penglibatan
Golongan Orang Kurang Upaya dalam
Perniagaan Digital (ID: 29)
Che Su Mustaffa, Haslina Halim & Jasni
Ahmad

4. Memperkasa Inovasi Pengurusan Bantuan
Makanan Dengan Menggunakan Aplikasi
Zakat on Touch (ZOT) Dalam Kalangan
Penolong Amil Kedah: Isu dan Cabaran (ID:
89)
Mohd Zuwairi Mat Saad & Marzura Ibrahim

5. Kepercayaan Pelajar Pengajian Tinggi
Terhadap Aplikasi Shopee (ID: 33)
Zauridah Abdul Hamid & Norreena Amira
Azizan

2 OCTOBER 2022

8.30 AM – FB Live Keynote Session 3
10.55 AM
Moderator: Nursafwah Tugiman

URL: FB_icome
(https://bit.ly/icome- Professor Walid A. Afifi

FB) Associate Dean for Community Engagement,

Department of Comumunication, University of
California at Santa Barbara, California, USA, and

President Elect, National Communication

Association (NCA)

“Considering the Impact of Chronic Uncertainty
during Global Change”

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11.00 AM – Zoom Meeting Keynote Session 4
12.40 PM Moderator: Nor Hayati Mohd. Jalil

YBhg. Dato’ Suriani Dato’ Ahmad
Secretary General
Ministry of Entrepreneur and Cooperatives
Development (MECD)

“Digital Communication Technology and E-
Entreprenuers”

Parallel Session 3A
Theme: Intercultural Communication

Session Chair: Nuredayu Omar

1. (Re)Conceptualizing Intercultural Competence
in Malaysia: An Agenda for Future Research
(ID: 26)
Syarizan Dalib, Haslina Halim & Bahtiar
Mohamad

2. Multicultural Effectiveness among Self-
Initiated Academic Expatriates: MPQ as a
Determinant (ID: 28)
Haslina Halim, Che Su Mustaffa & Farah Lina
Azizan

3. Cultural Influences on Interpersonal
Communication (ID: 41)
Aida Suhana Abdul Hamid, Aida Zuliyana
Ahmad Anuar, Nan Zakiah Megat Ibrahim &
Azfa Izzah Roslan

4. Depiction of Hijab and Indonesian Muslim
Women in Transnational Media (Critical
Discourse Analysis on Deutsche Welle
Indonesia) (ID: 43)
Tri Kurnia Revul Andina

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Parallel Session 3B
Theme: Social Media Usage

Session Chair: Azfa Roslan

1. Social Media Usage and Its Influences on
Communication (ID: 13)
Nathasya Mohd Kamal, Nurul Zaitul Itri Alias &
Wan Nor Hidayah Wan Afandi

2. The Relationship between Information on
Social Media and the Sources of News (ID: 61)
Azfa Roslan & Aida Zuliyana

3. Types of Social Media in Advertising (ID: 65)
Immie Rozianie Abd Rahim, Nor Azah Abdul Aziz
& Diyana Nur Norazman

4. The Role of Facebook in Political Socialization
and Political Participation Among Women in
Pakistan (ID: 74)
Hadia Khalil, Haslina Halim & Mohd. Zuwairi
Mat Saad

5. Social Media Encourages Women
Entrepreneurship: A Study of Challenges and
Empowerment (ID: 81)
Saima Waheed, Sobia Sattar, Tayyab Farooq
Bhatti & Maria Naeem

Parallel Session 3C
Theme: Communication and Psychology

Session Chair: Alireza Azeri Matin

1. The Perception and Behaviour of Youth in
Facebook Towards Active Citizenship
Acceptance (ID: 8)
Noor Fareena Salleh & Suhaimee Saahar

2. NDE and Televisual Hegemony: An Ideological
Analysis of Life after Life (ID: 17)
Alireza Azeri Matin

8th International Conference on Communication and Media [Virtual Conference] 24

1.00 PM – 3. Child Online Grooming in Malaysia: Prevalence
2.30 PM and Current Legal Standpoint (ID: 22)
Norhayati Mohamad Hussain & Nurzali Ismail

4. Exploring the Connection of Hedonistic Values
with Pro-Environmental Behaviour among
Young Adults (ID: 35)
Nursafwah Tugiman, Chiew Tung Moi & Minah
Harun

5. Media Users’ Willingness to Pay for Premium
OTT Media Services in Klang Valley (ID: 45)
Nik Nasrin Nik Mohd Fauzi, Wan Hartini Wan
Zainodin, Fadzillah Aisyah Ismail, Mohd Fadly
Khamis, Mohamed Shamil Hizamie Mohd
Norhisham & Ireena Nasiha Ibnu

SESSION BREAK

8th International Conference on Communication and Media [Virtual Conference] 25

2.30 PM- Zoom Meeting Parallel Session 4A
4.10 PM Theme: Gender Issues and Cultural Perspectives

Session Chair: Patrisia Amanda Pascarina

1. A Raising Star during Pandemic: K-Pop Fans as
Actor in Indonesia Digital Activism (ID: 46)
Syfa Amelia

2. Challenging Women’s Reproductive Rights:
Framing Analysis of Indonesian Women’s
Reproductive Rights in Kompas.com (ID: 59)
Patrisia Amanda Pascarina, Louisa Christine
Hartanto, Christania Angela & Felita Purnomo

3. Exploring Primary Demands of Chinese Network
Literature Audience: Uses and Gratifications
Perspective (ID: 63)
Pei Cao

4. Domestification of Soap Opera Stories: The
“Battle” of Habitus and Capital Indonesian
Woman Scriptwriter (ID: 76)
Andi Budi Sulistijanto, Burhan Bungin & Haryono
Cosmas Gatot

Parallel Session 4B
Theme: Technology and Mediated Communication

Session Chair: Ismojo Herdono

1. Enhancing the Experience of Malaysian
Traditional Chinese Temples through Virtual
Reality (VR) Educational Games (ID: 19)
Jingjing Xiong & Jinchi Yip

2. Dhoho TV Management Policy Entering the
Digitalization Era (ID: 69)
Ismojo Herdono, Gabriela Swastika, Ergita Jeny,
Maghfira Anissa & Bunga Nabilla

3. Online Student Attendance System Using QR-
Code for Kolej Komuniti Segamat (ID: 36)
Mohd Nizam Saad, T. Zalizam T. Muda, Nanthini
Oulaganathan & Ramithran Kaliappan

8th International Conference on Communication and Media [Virtual Conference] 26

4. Online Learning at Higher Education: The
Mediating Role of the Fear of COVID-19
between Students’ Sustainable Engagement
and their Social Presence (ID: 80)
Farhat Munir, Iqra Saeed & Aleena Shuja

5. Synchronous Communication in Post-Pandemic
Era for Higher Education (ID 90)
S. Maartandan Suppiah, Mohd Khairie Ahmad,
Azelin Aziz & Mohd Amirul Fauzi

Parallel Session 4C:
Theme: Social Media in Various Perspectives

Session Chair: Azlina Kamaruddin

1. Public Trust Toward Government Online Crisis
Communication: A Malaysian Youth Perspective
(ID: 40)
Jamilah Jamal, Norhafezah Yusof & Suhaini
Muda

2. The Roles of Social Media Influencer on Online
Fundraising in Indonesia (ID: 52)
Joyce Lynn-Sze Cheah & Nurul Nazielah Fathi

3. Digital Movement Dynamics of Opinion
Mobilization Ahead the Demonstration in
Indonesia (ID: 37)
Muhammad Iqbal Khatami

4. Surfing the Hoaxes Wave Fabrication during the
Pandemic Period in Indonesia (ID: 57)
Cosmas Gatot Haryono, Kirana Ratu Sekar
Kedaton & Hadassah Elisha Karsten

5. Social Journalism: Conceptualization of Press
Freedom from the perspective of Malaysian
Social Journalists (ID: 79)
Adibah Ismail, Romlah Ramli, Jamilah Jamal &
Nur Haniza Mahamad Yusof

8th International Conference on Communication and Media [Virtual Conference] 27

9 AM - Zoom Meeting 3 OCTOBER 2022
11 AM
Parallel Session 5A
Theme: Digital communication

Session Chair: Joyce Cheah Lynn-Sze

1. A Review of Game Element in Doctoral
Developing Persuasive Game- Colloquium
Based Learning Model for
Children Safety from Sexual & Google
Abuse (ID: 34) Gemilang
Azliza Othman, Sobihatun Nur by CELCOM
Abdul Salam & Nassiriah Shaari

2. Corporate Video Development:
DAE Consultancy and Services
(ID: 24)
Tuan Zalizam Tuan Muda, Mohd
Nizam Saad & Siti Nor Hamidah
Hidayah Abd Jalil

3. Design and Development of Lost
Boy Calculic Adventure: A
Mobile Game-Based Learning for
Year 1 Dyscalculic Children (ID:
54)
Subashini Annamalai, Nur
Fadziana Mohd Faisal

4. The Influence of Mobile Phone
Addiction on Academic
Performance Among Teenagers
in Shah Alam (ID: 66)
Diyana Nur Norazman, Immie
Rozianie Abd. Rahim & Noor
Mayudia Mohd Mothar

5. e-KuPang: Utilising the Digital
Kuda Kepang for Mathematics
Learning (ID: 23)
Jasni Ahmad, Soon Jing Tan, Hui
Yee Gee & Fakhrul Anuar Aziz

8th International Conference on Communication and Media [Virtual Conference] 28

Parallel Session 5B
Theme: Multiple Issues in
Communication, Media and Technology
Session Chair: Muzammil Saeed
1. Anatomy of phone scams: Victims’

Recall on the Communication
Phrases Used by Phone Scammers
(ID: 49)
Farhanim Mohamad Asri & Tengku
Elena Tengku Mahamad
2. Communication Medium and
Team Interaction Style During
Pandemic COVID-19 (ID: 70)
Nan Zakiah Megat Ibrahim, Aida
Zuliyana Ahmad Anuar & Aida
Suhana Abdul Hamid
3. TV Content Rating System: A Case
Study of Pakistani TV Dramas (ID:
82)
Muzammil Saeed, Muazam Khan &
Muhammad Chaudhry
4. Analysis of Dawn and Hindustan
Times Editorials in Escalating -
Deescalating War After
Revocation of Article 370 And 35A
(ID: 84)
Umer Farooqi, Ammon Abbas &
Shiraz Hasnat

8th International Conference on Communication and Media [Virtual Conference] 29

Parallel Session 5C
Theme: Various Perspectives of
Organisational Communication

Session Chair: Lisa Lindawati

1. Political Branding Equity: A Study
on Thai Young Voters’ Intention on
Future Forward Party (ID: 18)
Labuda Mad-A-Dam & Syamsyul
Anuar Ismail

2. Evolution of E-Learning: University
Students' Perspectives on the
Application of Augmented Reality
(AR) for Effective Practical Use (ID:
51)
Farah Izzati Adilah Binti Razali, Nurul
Atiqah Binti Mohd Azlan & Ahlam
Binti Abdul Aziz

3. The Role of Information Society to
Promote the Economic
Sustainability in Indonesia (ID: 48)
Lisa Lindawati

2. Role of Mobile Dating Applications
in Perspective of Hookup Culture
among Pakistani Youth (ID: 83)
Sarosh Bajwa, Muazam Ali Khan &
Ariba Khan

3. User Experience on Augmented
Reality Card Mobile Application for
Promoting a Non-Governmental
Organization Services
(ARCare4NGO) (ID: 55)
Azizah Che Omar, Ying Yap Houng &
Minn Yap Houng

8th International Conference on Communication and Media [Virtual Conference] 30

11.00 AM - FB Live Keynote Address 3
11.50 AM Moderator: Sidra Shehzadi
https://bit.ly/icome-
11.50 AM - FB Prof. Abid Hussain Khan Shirwani
12.00 AM Director-General/Co-Founder/Head ORIC
12.00 PM - University of Management and Technology,
1.00 PM Pakistan

“Adaptation and Integration of Information and
Communication Technologies (ICT) in Academic
Excellence of Higher Education in Pakistan”

FB Live Networking & Engagement 2 (JIEB)

https://bit.ly/icome-
FB

FB Live Closing Ceremony
Best Paper Award
https://bit.ly/icome-
FB

8th International Conference on Communication and Media [Virtual Conference] 31

ABSTRACTS

ID008: THE PERCEPTION AND BEHAVIOUR OF YOUTH IN FACEBOOK TOWARDS ACTIVE
CITIZENSHIP ACCEPTANCE

Suhaimee Saahar @ Saabar, Universiti Technology MARA, Malaysia*
Noor Fareena binti Salleh, Jabatan Pendaftaran Negara, Malaysia

The study purposely to determine the perception and behaviour among youth who use
Facebook as the source to search related information. The study performed the acceptance
of active citizenship which elaborately discusses active citizenship and the factors that can
increase the awareness of acceptance. The problem statements recognised the cause of
ignorance of active citizenship. The perspective of citizenship included the legislation
overview as a part of the ignorance in nurturing active citizenship among youth. Moreover,
the National Registration Department of Malaysia has shared the statistics that
represented absence duties and responsibilities as active citizenship. Literature review of
this study will explore the previous study about value of citizenship, social media as
information proliferation, Facebook cultivating perception and attitudes, perceptions of
Facebook as an information source and the behaviour of user comment on Facebook. This
study adapted technology acceptance model (TAM) to reshape the conceptual framework
of the study. The study has applied the quantitative research method by practising the
probability sampling techniques and applied the simple random sampling as the research
sampling. Regression analysis, correlation analysis and normality test has been applied over
the data collected to analyse the findings. The findings were discussed the demographic of
respondents, mean distribution and hypothesis discovered from the conceptual study.
Finally, on discussion and conclusion part has deliberated over the research objective
discovered from the study. Moreover, it also found that Facebook can be a mediator to
cultivate active citizenship acceptance among social media users. Apparently, there is an
obstacle due to reaching the right information in Facebook but the respective agencies and
mainstream media are able to establish the value of information spread in Facebook and
any alternative media.

ID013: SOCIAL MEDIA USAGE AND ITS INFLUENCES ON COMMUNICATION

Nathasya Mohd Kamal, Kolej Universiti Poly Tech MARA , Malaysia*
Nurul Zaitul Itri Alias, Kolej Universiti Poly Tech MARA, Malaysia

Wan Nor Hidayah Wan Afandi, Kolej Universiti Poly Tech MARA, Malaysia

The Internet has been one of the most used mediums nowadays. The usage of the Internet
has seemed to possess effects in many ways of our lives including the way we
communicate. This study aimed to investigate how social media usage influences
communication. The findings of this study will contribute to precautions that can be made
for the general public to navigate better social media usage. This study applied the theory
of media richness theory. The method that was used in the research is the quantitative

8th International Conference on Communication and Media [Virtual Conference] 32

method and the data were collected from 120 volunteer students from universities across
Malaysia. The findings showed there is a relationship between social media usage and
communication. Thus, this study contributes to the communication field related to
communication in the new era.

ID014: THE ROLE OF STUDENT’S SATISFACTION IN MEDIATING RELATIONSHIP BETWEEN
SERVICE QUALITY AND BRAND IMAGE

Sidra Shehzadi, University of Technology and Management, Pakistan
Che Su Mustaffa, Universiti Utara Malaysia, Malaysia*

In the current era, higher education institutions faced many issues due to its weak and
improper education system. Many factors are involved and service quality is one of them
which is majorly considered within this paper. To explore its importance, Tangibles,
Reliability, Responsiveness, Assurance and Empathy based Service Quality features are
considered as independent variables, and University Brand Image is considered as
dependent variable. While, student satisfaction is mediator between these relationships.
An online survey-based quantitative research is conducted to collect data with close-ended
questions among different intermediates, graduates, masters and other degree-based
students. After segregating them based on their age, gender and qualification based
statistics, a Confirmatory Factor Analysis and Structural Equation Modeling based SPSS
software analytics has been implemented and outcomes help to justify/nullify tested
hypothesis. According to results, there is a significant impact of empathy, assurance, and
responsiveness focused service quality features on enhancement of brand image under
significant influence of mediator i.e. student satisfaction. However, reliability and tangible
based service qualities do not cause a major impact on favorable Pakistani universities'
brand image in the current consumer market. This challenging paper will help current
administration and policymakers of Pakistani universities and also its government to make
such decisions that are in favor of upgrading their education standard for Pakistani
students. Well, lack of a qualitative or mixed method of research and lack of comparative
analysis may impact the acceptability of its authentic outcomes, which can be overcome
by the upcoming scholars.

ID015: ANALISIS FUNGSI KOMUNIKASI MENERUSI YOUTUBE DAN PENGARUH
PERUBAHAN SIKAP DALAM KONTEKS PENYALAHGUNAAN DADAH

Azlina Kamaruddin, Universiti Utara Malaysia, Malaysia*
Haslina Halim, Universiti Utara Malaysia, Malaysia

Joyce Cheah Lynn-Sze, Universiti Utara Malaysia, Malaysia

Isu kebejatan sosial berkaitan penyalahgunaan dadah dalam kalangan masyarakat semakin
meningkat dan membimbangkan pelbagai pihak. Media sosial telah membantu
mencetuskan kesedaran terhadap kepentingan menguasai fungsi komunikasi secara
amnya. Walau bagaimanapun, kadar kes penyalahgunaan dadah tidak berkurangan dan
sering menunjukkan peningkatan dari semasa ke semasa. Cabaran dalam proses

8th International Conference on Communication and Media [Virtual Conference] 33

komunikasi menyebabkan timbulnya masalah dalam mengubah sikap dan pemikiran
anggota masyarakat. Justeru, kajian ini bertujuan untuk mengenalpasti fungsi komunikasi
menerusi pemaparan video pendek berkenaan penyalahgunaan dadah di Youtube; dan
meneroka faktor yang mempengaruhi perubahan sikap berdasarkan paparan video
penyalahgunaan dadah di YouTube. Kaedah pengumpulan data dilakukan secara kualitatif
dengan menggunakan kaedah analisis kandungan kualitatif. Data kajian ini dianalisis
menggunakan analisis tematik dengan menggunakan aplikasi QSR Nvivo. Dapatan kajian
menunjukkan fungsi komunikasi adalah menyalurkan informasi dan memberikan mesej
pembujukan. Selain itu, faktor yang mempengaruhi perubahan sikap terhadap masalah
penyalahgunaan dadah adalah disebabkan sokongan moral dan penglibatan dalam aktiviti
kemasyarakatan.

ID016: FACTORS INFLUENCING THE DIGITAL BANK ADOPTION SERVICES IN INDONESIA

Raeef Altamimi, Gadjah Mada University, Indonesia*
Mamduh M. Hanafi, Gadjah Mada University, Indonesia

Nofie Iman, Gadjah Mada University, Indonesia

Purpose – The main aim of this study is to examine the key factors influencing the adoption
of the digital bank from the perspective of digital bank users in Indonesia.
Design/methodology/approach – We adopt UTAUT2 as the study framework with adding
religiosity as the eighth construct to extract factors that influence the digital bank
acceptance in Indonesia. This study utilizes 340 digital bank respondents through
convenance sampling using an online survey approach. Data was then quantified and
subsequently processed using SmartPLS (v. 3.3. 7) for descriptive analysis, factor loading,
multicollinearity, reliability, validity, and hypothesis testing. Findings – The findings suggest
that effort expectancy (EE), facilitating conditions (FC), hedonic motivation (HM), and habit
positively correlated with users’ acceptance of digital bank services in Indonesia. Practical
implications – empirical findings of this paper will assist policymakers, bank managers, and
bank regulators to gain better insights on how to advance users’ adoption of digital banks
and provide more specific solutions to consumers. Originality/value – This study is the first
to integrate religiosity into the UTAUT2 framework to assess digital bank adoption in
Indonesia.

ID017: NDE AND TELEVISUAL HEGEMONY: AN IDEOLOGICAL ANALYSIS OF LIFE AFTER
LIFE

Alireza Azeri Matin, International University of Malaya-Wales, Malaysia*

The near-death experience (NDE) is an unusual out-of-body incident taking place on the
brink of death which is recounted by a person on recovery. With globalization of media,
the retellings of these personal experiences have become a commonplace phenomenon,
fascinating many people around the world regardless of the nationality, religious
orientation or any other living circumstances of both the experiencers and their audiences.
Following this trend, in 2020 the channel 4 of Iranian television premiered Life after Life a

8th International Conference on Communication and Media [Virtual Conference] 34

TV series broadcast during Ramadan. Gaining popularity among Iranians, this reality TV
series has reached its third season in 2022. Despite the apparent authenticity of the NDE
accounts in Life after Life, this television program creatively combines a selection of these
personal narratives with religious specialists’ exegeses, transforming individuals’
experiences into televisual hegemony. Using an ideological analysis, this study explains
how the cultural foundation and powerful stories of Shi’ism are represented and
reaffirmed as reality.

ID018: POLITICAL BRANDING EQUITY: A STUDY ON THAI YOUNG VOTERS’ INTENTION
ON FUTURE FORWARD PARTY

Labuda Mad-A-Dam, Universiti Utara Malaysia, Malaysia*
Syamsyul Anuar Ismail, Universiti Utara Malaysia, Malaysia

Political branding equity is communicating with voters using the cognitive psychological
technique which is, creates promise, presents competency of political party and impacts
attitude of the voters. Therefore, political branding equity is a strategy increase
opportunity to achieve in elections. The research applied the cross-sectional study to
investigate (1) the correlations between party brand equity, components and voting
intention, (2) the correlations between party brand equity, components and party brand
attitude and (3) the mediating effect of party brand attitude on the correlations between
party brand equity, components and voting intention. The research findings shown that,
there are direct significant correlations between party brand equity, components and
voting intention including party brand attitude. There is an indirect significant mediated by
party brand attitude on the correlations between party brand equity components and
voting intention of the young generation in the case study of Future Forward Party.

ID019: ENHANCING THE EXPERIENCE OF MALAYSIAN TRADITIONAL CHINESE TEMPLES
THROUGH VIRTUAL REALITY(VR) EDUCATIONAL GAMES

Jingjing Xiong, Taylor’s University, Malaysia *
Jinchi Yip, Taylor’s University, Malaysia

Malaysia is a multicultural nation with different races in Southeast Asia. It has rich and
diverse cultural and heritage treasures, and the Chinese constitute around 25% (Mohd,
2018). As a cornerstone for traditional Chinese religion and culture, traditional Chinese
temples have undergone the evolution and incorporation of local characteristics in
Malaysia. As a result of modernization, assimilation, and globalization, this cultural heritage
needs to be preserved and inherited in many forms. Educational games are not only for
learning basic science and simple classroom applications, and the trend shows that
educational games with traditional cultural connotations are starting to occur, and VR
educational games as teaching tools begin to support virtual visual communication. This
study uses a qualitative method, and in the research process, searches and collects relevant
theme games on the market for analysis. This study takes the inheritance and development
of traditional Chinese temples in Malaysia as an extension of traditional Chinese culture

8th International Conference on Communication and Media [Virtual Conference] 35

overseas, uses VR educational games as a medium, combines educational games flow
theory design theories, and proposes to build a new model of problem-based and
interactive learning based on the virtual environment of educational games. Therefore, it
aims to improve Generation Z’s understanding and learning of traditional Chinese temples
in Malaysia, play the right role in inheriting and preserving the heritage, promote digital
cultural exchanges between China and Malaysia, and seek new research content for the
diversification of game themes.

ID020: GLOBAL CAPABILITIES FRAMEWORK: PERSPECTIVES OF PUBLIC RELATIONS
PRACTITIONERS IN MALAYSIA

May Bel Koh, Sunway University, Malaysia
G Manickam Govindaraju, Taylor’s University, Malaysia
Cheng Ean (Catherine) Lee, Sunway University, Malaysia*

The development of the Global Capabilities Framework (GCF) for the public relations and
communication management profession was the first globally applicable capability
framework for practitioner, employer and academic communities. Due to the lack of a
global benchmark, GCF was developed in 2018 by a group of researchers under the Global
Alliance for Public Relations and Communication Management (Global Alliance). Prior
literature reported on the GCF development of nine participating countries, and only one
paper focused on the perceptions, assumptions and applications of GCF in one country.
Given the importance of understanding the value and applicability of GCF and a critical
insight into public relations capabilities as they are understood by practitioners, this paper
explores the perspectives of public relations practitioners in Malaysia towards GCF as a
shared set of capabilities in the field of public relations and communication management.
Semi-structured interviews were conducted with 12 public relations practitioners via online
platforms, and the data collected was analysed using thematic analysis. Findings revealed
three main themes which answer two research questions. This exploratory study concludes
that the awareness of GCF amongst public relations practitioners in Malaysia is currently
lacking and the value of GCF has yet to be recognised by public relations practitioners.

ID021: BEING SHAMED FOR USING ENGLISH: WOULD THIS AFFECT SPEAKER’S
MOTIVATION AND CONFIDENCE?

Noraziah Mohd Amin, Universiti Teknologi MARA (UiTM), Malaysia*
Mohamad-Noor Salehhuddin Sharipudin, Universiti Utara Malaysia, Malaysia
Mohd Saifulnizam Abu Bakar, Universiti Teknologi MARA (UiTM), Malaysia

Language shaming is an act of degrading or humiliating someone for using a certain
language that can result in a person being language shamed (shamee) having a mental as
well as emotional disturbance along with other outcomes. With the advent of social media,
people have become bolder in expressing their voices and opinions behind their screens in
the virtual world and this undoubtedly has led to social transgression such as language
shaming for the purpose of public humiliation and so on. To discover if language shaming
has any impact on the shamees, the present study was conducted with these objectives: 1)

8th International Conference on Communication and Media [Virtual Conference] 36

to investigate if lack of motivation in using English is the effect of English language shaming
on the shamees, and 2) to examine if lack of confidence in using English is the effect of
English language shaming on the shamees. A questionnaire survey was performed, and the
results indicated that most of the respondents who consisted of students from a local
university believe that English language shamees will experience lack of motivation and
confidence in using English again after being shamed for using the language due to various
reasons such as feeling traumatized and worried about the recurrence of the same incident
in future, and having the idea that people do not support them using the language.
Obviously, English language shaming is viewed by the respondents as something negative
that it is possible to cause emotional and mental damage to people who have been shamed
for using the language.

ID022: CHILD ONLINE GROOMING IN MALAYSIA: PREVALENCE AND CURRENT LEGAL
STANDPOINT

Norhayati Mohamad Hussain, Universiti Utara Malaysia, Malaysia*
Nurzali Ismail, Universiti Sains Malaysia, Malaysia

Child online grooming is an act that includes online behaviours of adults that aims to attain
some type of sexual contact with a child. Along with the exponential range of research
focusing on the information and communication technology (ICT), research involving child
online grooming has grown considerably in the past decade. However, in Malaysia
especially when the Internet boom started later than developed country like the USA, the
Internet remains a fairly new and mostly unregulated entity, which in turn can place
children at risk of experiencing some of its potential threats, including unwanted online
exposure to sexually explicit pictures or videos, as well as unwanted online solicitation (i.e.,
requests by a peer or adult to engage in unwanted sexual activities or sexual talk online)
which can result to online grooming.

ID023: E-KUPANG: UTILISING THE DIGITAL KUDA KEPANG FOR MATHEMATICS
LEARNING

Jasni Ahmad, Universiti Utara Malaysia, Malaysia*
Gee Hui Yee, Universiti Utara Malaysia, Malaysia
Tan Soon Jing, Universiti Utara Malaysia, Malaysia
Fakhrul Anuar Aziz,Universiti Utara Malaysia, Malaysia

e-KuPang is an interactive mathematics education courseware that employs the
representation concept to promote Kuda Kepang and enable Level 1 (Years 1 to 3) students
to learn mathematics in a creative way. Students find the existing education system to be
rather boring since study sessions are too lengthy and lack interaction. Besides, students
perform poorly in mathematics because they struggle to master the subject. Mathematics
abilities and performance are negatively affected by traditional teaching methods, but

8th International Conference on Communication and Media [Virtual Conference] 37

innovative multimedia technology can boost students' enthusiasm in studying
mathematics. There is no other existing mathematics courseware that utilized Kuda Kepang
(KK) elements to teach students. In addition, this project's learning module and quiz
module used HOTs and representation concepts to pique students' interest in
mathematics. Kuda Kepang dance is a traditional Malaysian performing art that has been
practiced for generations and is widely popular in Johor. Currently, fewer successors are
eager to study it, leading to its gradual extinction. This project's main objective is to design
and develop electronic Kuda Kepang (e-KuPang) while promoting the beauty of Kuda
Kepang and engaging students' interest in studying mathematics. This project examines
whether e-KuPang achieved its goals. This project employed a quantitative methodology,
and 30 primary school students were involved in this study. This study revealed that users
offered positive feedback for the three evaluation criteria, which are user interface design
(4.6), ease of use (4.4), and effectiveness (4.1). Therefore, it can be concluded that this is
an effective project with a high level of user acceptance. It is intended that by including the
representation concept into e-KuPang, students would be able to study and solve
mathematics in an engaging manner.

ID024: CORPORATE VIDEO DEVELOPMENT: DAE CONSULTANCY & SERVICES

T. Zalizam T. Muda, Universiti Utara Malaysia, Malaysia*
Mohd. Nizam Saad, Universiti Utara Malaysia, Malaysia
Siti Nor Hamidah Hidayah Abd. Jalil. DAE Consultancy and Services, Malaysia

This article reports on the development of corporate video for DAE Consultancy and
Services. The video corporate was produced to promote and spread the existence of the
company and their services. In today’s era of rapid and developing technological
advancement, corporate video is one of the platforms for companies to introduce their
companies or to create any advertisements. Furthermore, this corporate video is an
increasingly popular and widespread field and is gaining a lot of attention. The multimedia
element that consists of image, text and augmented reality has been applied in this
corporate video. The purpose of producing this corporate video is to introduce DAE
Consultancy & Service company to employees and locals and to recommend the products
available or the company's products that are halal and good for the health of every human
being. The methodology used in producing this corporate video was pre-production,
production and post-production. ADDIE model was also adopted in this article, which is
Analyse, Design, Develop, Implement, and Evaluate. Finally, corporate video as you know
has long existed and is used in human life. So, to produce this corporate video it needs to
include multimedia elements so that the video looks more interesting and can attract
everyone to watch and perceive its content.

8th International Conference on Communication and Media [Virtual Conference] 38

ID025: ANALISIS KANDUNGAN TERHADAP GAMBAR LAMA BAGI MENCUNGKIL
MAKLUMAT MENGENAI FESYEN ZAMAN SILAM DALAM KONTEKS NEGERI KEDAH

Fakhrul Anuar Aziz,Universiti Utara Malaysia, Malaysia*
Jasni Ahmad, Universiti Utara Malaysia, Malaysia

Trend video pendek di Malaysia mutakhir ini sangat menjadi-jadi. Kebanyakan video
pendek itu viral. Meletup-letup. Ada yang buat video untuk perniagaan. Ramai orang beri
maklum balas suka. Bagus untuk promote produk. Semua orang boleh buat. Misalnya
dengan guna ciri video pendek dalam Facebook, Tik Tok, dan Instagram.

ID026: (RE)CONCEPTUALIZING INTERCULTURAL COMPETENCE IN MALAYSIA: AN
AGENDA FOR FUTURE RESEARCH

Syarizan Dalib, Universiti Utara Malaysia, Malaysia*
Haslina Halim, Universiti Utara Malaysia, Malaysia
Bahtiar Mohamad, Universiti Utara Malaysia, Malaysia

The unprecedented times of a global pandemic have illustrated the need for people to seek
interconnectedness of humankind. Given this need, there arises the necessity to explore
new ways of understanding “competent” communication that enables people to “live
together” with those who speak different languages and hold different values. Taking this
necessity, this paper aims to bring forth an agenda for future research on intercultural
competence. It explores existing definitions of intercultural competence as viewed from
the West and how such definitions resonate with the Malaysian context. The paper
suggests a rethinking of intercultural competence by considering the idea of self-other
relations. Taken further, it sees the need for future explorations of self-other relations
within the migrant worker context, given their pertinence to the Malaysian society. The
paper contributes to enriching current understanding of intercultural competence by
proposing three key areas for further research.

ID027: COMMUNICATING ENVIRONMENTAL EDUCATION AMONGST PRE-SCHOOL
GOERS: ROUTE TO ENVIRONMENTAL CITIZENSHIP

Nor Hayati Mohd Jalil, Universiti Utara Malaysia, Malaysia*
Nur Nabila Ezzaty Binti Nur Rizlan, Universiti Utara Malaysia, Malaysia

Adulthood is a period of transition and challenging phase for many youngsters as they
experience many concurrent changes in all aspects of their lives (Schulenberg, Bryant &
O’Malley, 2004). Reid (2007) writes that relationship is one of the key areas that help
determine how successful a young adult is likely to become. Studies by O,Connor (1995);
Angerer et al. (2000); Schlunberg and Maggs (2002); Kop et al. (2005) and Umberson et al.
(2010b) suggest that involvement with friends can enhance life satisfaction and such
relationships which comprise many salient contexts and developmental tasks of young
adulthood, have profound consequences for future adult emotional, physical and mental
health. When the Covid-19 pandemic was declared in March 2020 social isolation

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measures were enforced, forcing many people to stay indoors. Many daily outdoor
activities have come to a standstill, and physical social interaction with friends, colleagues
and family has also become limited (Ceolin et al., 2021). Philpot et al. (2021) writes many
researchers sought to determine the changes and quality that individuals experienced of
their social relationships during the lockdowns. Such order has disrupted the relationship
and thus reduced social connectedness, straining the relationship and eventually led to a
relationship dissatisfaction. For many the pandemic has affected their social development.
Fanncourt, et al. (2020) write that young adults were the most likely to report a worsening
of relationships during the pandemic as compared to the older adults. This research will
look into the issue of social relationship and life satisfaction amongst youngsters during the
pandemic of Covid-19.

ID028: MULTICULTURAL EFFECTIVENESS AMONG SELF-INITIATED ACADEMIC
EXPATRIATES: MPQ AS A DETERMINANT

Haslina Halim, Universiti Utara Malaysia, Malaysia *
Che Su Mustaffa, Universiti Utara Malaysia, Malaysia
Farah Lina Azizan, Universiti Teknologi MARA, Malaysia

As an academic entity, higher academic institutions provide a distinct atmosphere with
different mission and work tasks, unlike corporate organizations. Thus far, only a small
number of investigations have turned its focus on self initiated expatriates attached to
academic institutions. Therefore, the present research aimed towards examining the
adjustment of this group of expatriates by looking at the relationships between
multicultural personality skills and the academic expatriates’ personal, professional and
social adjustment. The present research utilized the multicultural personality scale (MPQ),
which consisted of five dimensions - cultural empathy, open-mindedness, social initiative,
emotional stability and flexibility. One-hundred and one sets of questionnaire were
distributed to self-initiated academic expatriates (N=101) attached to various academic
departments at one of the universities in Malaysia. It was uncovered that open-mindedness
and flexibility relate significantly to expatriate personal adjustment, while cultural
empathy, emotional stability and flexibility relate to expatriates’ social adjustment.
Flexibility is the only dimension of MPQ that predicts academic expatriates’ professional
adjustment. Beside findings, the paper also highlights the limitations and directions for
future research in the field.

ID029: PERANAN TEKNOLOGI KOMUNIKASI DAN MAKLUMAT DALAM MENINGKATKAN
PENGLIBATAN GOLONGAN ORANG KURANG UPAYA DALAM PERNIAGAAN DIGITAL

Che Su binti Mustaffa, Universiti Utara Malaysia, Malaysia*
Haslina binti Halim, Universiti Utara Malaysia, Malaysia
Jasni bin Ahmad, Universiti Utara Malaysia, Malaysia

Kertas kerja ini memperkatakan tentang penguasaan kemahiran teknologi komunikasi dan
maklumat (ICT) sebagai salah satu aspek penting dalam membantu golongan orang kurang

8th International Conference on Communication and Media [Virtual Conference] 40

upaya (OKU) untuk terlibat dalam keusahawanan sebagai salah satu cara untuk menjana
pendapatan. Penglibatan dalam keusahawanan merupakan salah satu pilihan yang ada
kepada golongan OKU yang berdepan dengan masalah persaingan untuk mendapatkan
pekerjaan, isu berkaitan dengan diskriminasi di tempat kerja, halangan fizikal yang tidak
membolehkan mereka memenuhi syarat pekerjaan dan sebagainya. Kertas kerja ini adalah
merupakan hasil kajian kajian yang dilakukan dalam kalangan 26 orang kurang upaya yang
terlibat dalam bidang keusahawanan. Kajian ini mengaplikasikan reka bentuk kualitatif.
Data dikumpulkan melalui perbincangan kumpulan fokus. Hasil kajian menunjukkan tahap
penguasaan yang rendah dalam kalangan golongan OKU kerana beberapa faktor. Namun
begitu, golongan OKU yang terlibat dalam bidang keusahawanan mengakui kepentingan
untuk kemhiran ICT sebagai salah satu pemangkin kepada keperluan untuk menceburkan
diri dalam bidang keusahawanan terutama dalam era pandemik. Kertas kerja ini
menyumbang kepada polisi berkaitan dengan komunikasi penyertaan dan kumpulan
terpinggir.

ID031: KOMUNIKASI FORMAL DAN TANGGAPAN SOKONGAN ORGANISASI: KAJIAN
TERHADAP PKS SEKTOR PERKHIDMATAN

Marzura Ibrahim, Universiti Utara Malaysia, Malaysia*
Zuwairi Mat Saad, Universiti Utara Malaysia, Malaysia
Komunikasi merupakan satu proses penyaluran maklumat melalui pelbagai peringkat
dalam organisasi dan sokongan organisasi mampu meningkatkan persepsi positif, prestasi,
dan komitmen kerja dalam kalangan pekerja. Oleh itu, kajian ini dilaksanakan untuk
mengenalpasti hubungan di antara komunikasi organisasi dengan persepsi sokongan
organisasi dalam kalangan pekerja Perindustrian Kecil dan Sederhana (PKS) sektor
perkhidmatan di Utara Semenanjung Malaysia. Kajian ini berbentuk kajian kuantitatif dan
menggunakan kaedah tinjauan. Soal Selidik digunakan bagi mengumpul data dan
maklumat yang diperlukan. Kajian ini melibatkan seramai 418 orang pekerja PKS sektor
perkhidmatan di Utara Semenanjung Malaysia. Data di analisis menggunakan SPSS versi
28.0 dengan menggunakan kaedah analisis deskriptif dan inferensi. Dapatan kajian
menunjukkan tahap aliran komunikasi organisasi secara keseluruhan adalah tinggi iaitu
komunikasi mendatar mencatat nilai yang paling tinggi diikuti komunikasi ke atas dan ke
bawah pada tahap sederhana. Manakala tahap sokongan organisasi PKS sektor
perkhidmatan terhadap pekerja adalah tinggi. Dapatan kajian juga menunjukkan terdapat
hubungan signifikan dan positif di antara aliran komunikasi organisasi dan persepsi
sokongan organisasi pekerja. Kajian ini diharap dapat membantu pihak pengurusan PKS
khususnya sektor perkhidmatan supaya terus meningkatkan kecekapan dalam pengurusan
penyaluran maklumat terutamanya dalam aspek komunikasi ke bawah dan ke atas dalam
organisasi. Komunikasi menegak ke atas dan ke bawah adalah penting bagi membantu
memudahkan para pekerja melaksanakan kerja dengan lebih cekap dan efisien serta
membolehkan organisasi dapat terus mengekalkan kelebihan daya saing dalam memenuhi
cabaran-cabaran dalam persekitaran perniagaan global yang kompetitif. Kajian ini
memberikan implikasi penting dalam aspek pengurusan komunikasi dan sokongan
organisasi

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ID032: STRATEGI KOMUNIKASI PUSAT ALUMNI UNIVERSITI UTARA MALAYSIA 2009-
2021

Zuraidah Abu Talib, Universiti Utara Malaysia, Malaysia*
Che Su Mustaffa, Universiti Utara Malaysia, Malaysia

Syamsyul Anuar Ismail, Universiti Utara Malaysia, Malaysia

Kesetiaan alumni merupakan satu isu penting yang perlu diberikan perhatian oleh
Universiti Awam (UA). Usaha mengekalkan pelajar dan kesetiaan terhadap universiti telah
menjadi isu global oleh kebanyakan Universiti di seluruh dunia disebabkan oleh berlakunya
perubahan mendadak dalam polisi, pemilikan dan pentadbiran Universiti. Selain itu,
percambahan lebih banyak institusi pengajian tinggi awam dan swasta di seluruh dunia juga
telah menyebabkan sektor pendidikan perlu berusaha untuk mempromosikan
perkhidmatan pendidikan mereka demi untuk membawa lebih banyak pelajar mendaftar
di institusi masing-masing. Di peringkat global kajian mengenai kesetiaan alumni telah
banyak dijalankan memandang isu mengenai kesetiaan alumni dipandang serius oleh pihak
Institusi Pengajian Tinggi (IPT) memandangkan kesetiaan alumni dapat menentu ukur
sumbangan alumni sama ada berbentuk material atau non material. Kesetiaan alumni
seperti yang telah dibincangkan sememangnya merupakan isu yang perlu diberikan
perhatian. Walaupun kajian-kajian lepas berkaitan kesetiaan alumni amat berkait rapat
dengan pengalaman alumni sewaktu menjadi pelajar. Namun, alumni mempunyai pelbagai
sebab mengapa mereka setia dengan universiti dan ini tidak bermakna mereka akan
menjadi alumni yang setia selepas tamat pengajian. Terdapat beberapa kajian-kajian lepas
mengenai faktor kesetiaan pelajar menunjukkan kekurangan bukti yang dapat menjelaskan
tentang jangka masa kesetiaan pelajar terbina dan dapat dikekalkan. Oleh itu, hubungan
dan penglibatan melalui komunikasi yang efektif dan berterusan antara pihak Universiti
dan alumni perlu diberikan perhatian yang seiring agar kepercayaan dan komitmen terbina
antara kedua pihak ini.

ID033: KEPERCAYAAN PELAJAR PENGAJIAN TINGGI TERHADAP APLIKASI SHOPEE

Zauridah Abdul Hamid, Universiti Utara Malaysia, Malaysia*
Norreena Amira Azizan, Universiti Utara Malaysia

Gaya kehidupan masyarakat masa kini dipenuhi dengan kewujudan pelbagai aplikasi
teknologi internet memudahkan setiap pekerjaan. Salah satunya adalah aplikasi pembelian
atas talian, ianya adalah satu kebaikan kerana ia menjimatkan banyak masa, tenaga dan
kos. Membeli-belah dalam talian ialah satu proses di mana pengguna membeli terus
barangan, perkhidmatan dan lain-lain daripada penjual melalui Internet. Hanya duduk di
rumah dan mengunakan komputer atau telefon pintar mereka boleh melawat kedai web
dan membeli-belah mereka dengan selesa. Antara kebaikan kedai dalam talian adalah
tersedia 24 jam sehari, kedai dari pelbagai negeri atau negara, pelbagai promosi yang
ditawarkan, pelbagai kategori produk pengguna dan banyak lagi. Membeli-belah dalam
talian yang berbeza daripada membeli-belah tradisional dicirikan dengan ketidakpastian
dan tanpa nama. Kepercayaan adalah faktor yang sangat penting untuk memulakan

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pembelian dalam talian. Ini melibatkan proses pertukaran di mana kedua-dua maklumat
peribadi dan maklumat kewangan pembeli diserahkan kepada peniaga yang tidak dikenali
melalui internet. Kertas kerja ini akan membincangkan dapatan kajian mengenai
kepercayaan pelajar pengajian tinggi terhadap aplikasi Shopee. Terdapat dua objektif
khusus iaitu pertama; untuk mengenal pasti tahap kepercayaan pelajar pengajian tinggi
terhadap aplikasi Shopee dan kedua adalah untuk melihat hubungan kepercayaan
terhadap aplikasi Shopee dengan niat untuk membeli di Shopee. Kajian ini menggunakan
kaedah kuantitatif. Borang soal selidik diedarkan secara atas talian kepada pelajar-pelajar
niversity seluruh Malaysia. Seramai 152 orang responden telah menjawab soal selidik
tersebut. Hasil kajian ini mendapati bahawa kepercayaan terhadap jenama Shopee
mempunyai hubungan dengan niat untuk membeli di Shopee.

ID034: A REVIEW OF GAME ELEMENT IN DEVELOPING PERSUASIVE GAME-BASED
LEARNING MODEL FOR CHILDREN SAFETY FROM SEXUAL ABUSE

Azliza Othman, Universiti Utara Malaysia, Malaysia*
Nassiriah Shaari, Universiti Utara Malaysia, Malaysia
Sobihatun Nur Abdul Salam, Universiti Utara Malaysia, Malaysia

Recently, interest in games designed for use in educational settings has risen. Game-based
learning (GBL) offers an alternative approach to learning that implements game elements
in the learning environment. In addition, persuasive technology has been used to persuade
users to change their attitudes and behaviour. In this computer technology era, learning
can be supported by using the advantages of game-based learning and persuasive
technology to make the learning process and understanding of the concept easier, more
effortless and effective. Moreover, in children's age, learning about safety should be
delivered in a relaxed and entertaining way but effective. Therefore, with the high
prevalence of Child Sexual Abuse (CSA) cases nowadays and the negative effects associated
with CSA abusive experience, it is important to provide knowledge about safety to children
by using appropriate learning programs. This research aims to formulate game-based
learning elements in designing a persuasive game-based learning model for children’s
safety from sexual abuse. A thorough study of concepts, existing related studies, elements,
processes and methods involved in game-based learning and persuasive technology have
been carried out. Then, the information gathered has been analysed to formulate the
persuasive game-based learning model for CSA safety. As a result, identified elements of
learning, GBL and persuasive elements are then integrated and visualised in the suggestion
model.

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ID035: EXPLORING THE CONNECTION OF HEDONISTIC VALUES WITH PRO-
ENVIRONMENTAL BEHAVIOUR AMONG YOUNG ADULTS

Nursafwah Tugiman, Universiti Utara Malaysia, Malaysia*
Chiew Tung Moi, Universiti Malaysia Sabah, Malaysia
Minah Harun, Universiti Utara Malaysia, Malaysia

Numerous studies have examined the relationship between consumer pro-environmental
behaviour and biospheric or egoistical values. For instance, biospheric values define
kindness and care for the environment, whereas those who engage in pro-environmental
behaviour may seek social status or a positive image that serves their egoistical values.
However, less research has been conducted on the relationship between hedonistic values
and pro-environmental consumer behaviour. Hedonistic values reflect the extent to which
individuals take pleasure in their lives. Past research has also demonstrated a negative
correlation between hedonistic values and the extent to which individuals are concerned
with engaging in pro-environmental behaviour. This study is unique in its examination of
the perceptions of young adults' hedonistic values and pro-environmental behaviour
values. This is an exploratory study employing a qualitative research design, and the data
were analysed using thematic analysis. When engaging in pro-environmental behaviours,
the hedonistic value aspects that young adults described are in found two themes: (a) social
interaction with others and (b) personal satisfaction when seeing a clean environment that
made them feel happy. The expected contributions of this study are twofold: (a) the
findings will expand our understanding of how hedonistic values may influence pro-
environmental behaviour among young adults; and (b) the findings will assist relevant
organisations in developing their strategic marketing communications in terms of how the
campaign appeal may elicit a more favourable response in motivating young adults to
engage in pro-environmental behaviours in relation to hedonistic values.

ID036: ONLINE STUDENT ATTENDANCE SYSTEM USING QR-CODE FOR KOLEJ KOMUNITI
SEGAMAT

Mohd Nizam Saad, Universiti Utara Malaysia, Malaysia*
T. Zalizam T. Muda, Universiti Utara Malaysia, Malaysia
Nanthini Oulaganathan, Universiti Utara Malaysia, Malaysia
Ramithran Kaliappan, Universiti Utara Malaysia, Malaysia

This study discusses the design and development of student attendance using QR-code for
Kolej Komuniti Segamat (KKS). The current or manual attendance system in KKS requires
lecturers to keep track of students' attendance using timesheets, manually evaluate the
percentage of student attendees and by hand, send a warning letter to the student. Various
issues might arise if the lecturer uses the ageing process to record student attendance,
such as misplaced or damaged attendance sheets, significant paper consumption, time
constraints, and incorrect calculations when computing the attendance. Sometimes these
manual timesheets are inaccurate since students will cheat the attendance by signing to
their friends. In conjunction with the aim of this project, three objectives are proposed:

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minimizing paper usage by eliminating the need for attendance sheets, developing a web
application that can generate a QR code to scan and record student attendance.
Furthermore, the design and implementation of the proposed system were carried out
using Android Studio, Firebase, CSS, HTML, JavaScript, PHP or MySQL, and Bootstrap
libraries for the designs. This system is created using the Agile Model from Incremental and
Iterative Development.

ID037: DIGITAL MOVEMENT DYNAMICS OF OPINION MOBILIZATION AHEAD THE
DEMONSTRATION IN INDONESIA

Muhammad Iqbal Khatami, Gadjah Mada University, Indonesia*

On April 11, 2022, there was a demonstration with the main demands of rejecting the
discourse on postponing the elections in Indonesia. The discourse has been widely
discussed on social media, especially Twitter, with various narratives and opinions. This
article aims to analyze the actors involved in the dynamics of the digital movement in the
mobilization of public opinion by relating it to demonstration in the real world. The
research method used is descriptive qualitative using a Social Network Analysis (SNA)
approach as an analytical tool in data collection and processing. The data source is taken
from the results of scrawling as many as 9,923 Tweets on Twitter with the keyword
"Penundaan Pemilu” (Postponement of the Elections) on April 10 - 11, 2022. The results of
the study show that the key actors in the issues that arise are scattered from various
elements, but most certainly are accounts with many followers (influencers). The
postponement of the election as the main issue is also blurred and biased by other issues,
such as the issue of beating Ade Armando during the demonstration. The use of hashtags
makes it easier for us to see the alignments and direction of the narrative that is raised.
Opinion mobilization that appears before and during mass action is very complex and
undirected because each actor or party has their own interests in this issue and tries to win
public opinion. The implication of this research is to provide an overview of the roles
between actors in narrative debate and mobilizing public opinion on Twitter.

ID039: CRAFTING ENEMY: IDEOGRAPHS IN IRANIAN POLITICAL DISCOURSE

Alireza Azeri Matin, International University of Malaya-Wales, Kuala Lumpur, Malaysia*

Since the Islamic Revolution in 1979, the public discourses in Iran have been flooded with
a series of ideographs which were characteristically vague, and at the same time persuasive
or even provocative. One of the key ideographs, particularly within the realm of political
communication that saturates the Iranian mediascape, is <enemy>. As a continuously
changing concept, <enemy> has often been used by Iranian authorities as a rhetorical
means and political manoeuvring strategy to both influence and unite the masses against
the threats from a number of imagined, ill-defined and sometimes shifting adversarial
forces. As an ideographic analysis, this study attempts to trace and reflect on the
emergence, modifications and implications of <enemy> at several junctures throughout
the clerics’ reign in Iran. As such, it briefly surveys the use and development of this

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ideograph in the years that followed the Islamic revolution, and later the Iran-Iraq war. In
so doing, it also provides examples of the incidents when the definition of <enemy> was
strategically altered to (de-)emphasize a particular entity, group or nation as hostile,
threatening and treacherous. Next, the study moves on to discussing the ways in which
<enemy> has been associated with other ideographs, its usage in slogans and its
implications in public policy. Ultimately it is concluded that although the extensive
deployment of <enemy> in public discourse has effectively secured support for the elites
since Islamic Revolution, the mounting nationwide dissidence in recent years have shown
signs of a mass realization about the rhetorical/political nature of this ideograph.

ID040: PUBLIC TRUST TOWARD GOVERNMENT ONLINE CRISIS COMMUNICATION: A
MALAYSIAN YOUTH PERSPECTIVE

Jamilah Jamal, Universiti Utara Malaysia, Malaysia*
Norhafezah Yusof, Universiti Utara Malaysia, Malaysia

Suhaini Muda, Universiti Utara Malaysia, Malaysia

Using the backdrop of economic crisis following COVID-19 pandemic, this study measures
Malaysian youth perception toward trust and the characteristics of social media used in
government online crisis communication. Youth, just like other group of citizens, is
directly and indirectly affected by the COVID-19 pandemic. Among the implications faced
by youth are severe economic consequences such as suffering extreme financial hardship
and increased unemployment rate which could lead to the decline in trust toward their
government. This study is guided by the network crisis communication theory to explain
the role of social media characteristic as the medium to disseminate government crisis
messages and subsequently restore the trust among youth. This study employs a cross
sectional, quantitative approach using survey for data collection. Through two-stage
sampling technique, this study selected public university students representing the
Malaysian youth as the sample. A total of 373 respondents take part in the survey which
was conveniently selected through sharing of the google form link to selected public
universities in Malaysia. Three hypotheses were tested using Pearson correlation and
were all supported. The implication of the study indicates that government should
consider including trust and the social media characteristics in planning their crisis
communication plans as well as in formulating policy regarding their online crisis
communication.

ID041: CULTURAL INFLUENCES ON INTERPERSONAL COMMUNICATION

Aida Suhana Abdul Hamid, Kolej Universiti Poly Tech MARA, Malaysia*
Aida Zuliyana Ahmad Anuar, Kolej Universiti Poly Tech MARA, Malaysia
Nan Zakiah Megat Ibrahim, Kolej Universiti Poly Tech MARA, Malaysia

Azfa Izzah Roslan, Kolej Universiti Poly Tech MARA, Malaysia

The determination of cultural influences was driven from history, geography, traits and
changes through the process. A different individual perceived a culture differently based

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on a different environment. However, good communication skills are crucial to survive in a
different environment, especially in a higher education institution. A different
environment, geography and culture required a very high level of communication skills to
avoid misunderstanding or any communication risk. The study aimed to describe the
relationship between cultural influences and interpersonal communication among higher
education institution students. Quantitative methods were applied in the study, and a set
of questionnaires was distributed among 320 students in KL. In addition, the result showed
a significant relationship between cultural influences and interpersonal communication
among the students. It also shows the level of cultural influences and interpersonal
communication of the respondents. Hence, the study contributes to the field of
communication through the establishment of more comprehensive variables related to
participation in interpersonal communication and helps in extending the Social Penetration
Theory in most of the stages included.

ID042: WECHAT USE AMONG ROMANTIC RELATIONSHIPS IN THE VALUE STAGE

Xin Tian, Macao University of Science and Technology, Macao*
Zhiyue Jiao, Macao University of Science and Technology, Macao

Yue Wu, Macao University of Science and Technology, Macao
Xiaoyan Zhang, Macao University of Science and Technology, Macao
Mingzhu Zhang, Macao University of Science and Technology, Macao

Contemporarily, it is widely assumed that Computer-Mediated Communication (CMC)
plays a dominant role in social communication, especially for couples. This kind of
communication will be a main trend in the future and worth for people to study. WeChat,
as the most prevailing communicative tool of CMC in China, maintains online romantic
relationships among the Long-Distance Relationships (LDRs) and Geographically-Close-
Relationships (GCRs). To discuss the function of CMC, the idealization of the Hyperpersonal
model should be considered. When couples perceive the idealization, their emotions
fluctuate with a feedback mechanism and may promote their relationships. Previous
research focuses on CMC and LDRs, while little is about GCR ones, especially in WeChat
use. To fill this gap, we invite eight Chinese youth as participants to complete this
qualitative research. It aims to discuss the WeChat use of both two types of couples among
Chinese youth, and how the idealization functions in their relationships by conducting
semi-structured interviews and online observation. It has been found that idealization
exists in both the LDR and GCR; however, the idealization lasts longer in the LDR than in
GCR. This finding also has an important implication for couples, which may help them to
avoid cyber social issue and receive a beautiful relationship.

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