ICOME22-PROGRAMME BOOK-WEB

ID043: DEPICTION OF HIJAB AND INDONESIAN MUSLIM WOMEN IN TRANSNATIONAL
MEDIA (CRITICAL DISCOURSE ANALYSIS ON DEUTSCHE WELLE INDONESIA)

Tri Kurnia Revul Andina, Universitas Gadjah Mada, Indonesia*

Connectivity and interactivity faced by contemporary society are also reflected in media
nowadays. Media now are not only operated in the area where they originally came from,
but technological developments have opened the way for media to expand in various parts
of the world, for example, Deutsche Welle (DW), a German media that also has its base in
Indonesia. DW raised various issues, including hijab and Muslim women in Indonesia.
Although DW does not always report on hijab and Indonesian Muslim women, DW is quite
adamant about its views on these two intertwined matters. This can cause bias because
the West's and East's dichotomous points of view are not always aligned. Therefore, this
study aims to know how DW, classified as a transnational media, depicted hijab and Islamic
women in Indonesia. This study uses a critical paradigm, a qualitative approach, and the
critical discourse analysis method developed by Sara Mills to explore three key aspects:
position of the subject-object, position of the reader, and position of the media. In the
results, it was found that DW described the hijab as a religious attribute that is not
mandatory for Muslim women. Hijab also can limit Muslim women from expressing
themselves and finding their true identity. In essence, DW wants to convey that Muslim
women are free to choose their own path, and removing the hijab does not mean women
are no longer obedient to their religion. However, what DW was doing needs to be viewed
with scepticism by considering DW's Western background and the increasing prevalence of
religious conservatism and veiled women simultaneously

ID044: THE NATURE OF GOVERNMENT-CITIZEN COMMUNICATION IN THE ALGERIAN
SOUTHERN STATES

Abderrahmane Benlahcene, Universiti Utara Malaysia, Malaysia*
Abbas Ramdani, Universiti Utara Malaysia, Malaysia
Boubakeur Safi, University of Adrar, Algeria

As the leading provider of public services; government must maintain effective
communication with its citizens. Previous research suggests that governments need to
incorporate citizens' voices in the policy design and implementation process. However,
citizens’ participation and engagement in government decision-making processes are far
behind the expectations in the Southern states of Algeria. The purpose of this study is to
explore the current nature of citizens’ communication with the local government in the
Southern states of Algeria. Adopting an exploratory qualitative approach, the study
included semi-structured interviews with 43 citizens from the Southern states of Algeria.
Thematic analysis of the data revealed three key aspects of government-citizen
communication in the Southern states of Algeria: Frequency, Purpose, and Types. The
findings of this study showed that face-to-face communication is the primary type of
citizens’ communication with the local government. This study also showed that
communication between local government and citizens in the Southern states of Algeria is

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limited and serves narrow purposes. The findings of this study contribute significantly to
understanding the nature of government-citizen communication in the Southern states of
Algeria. The study offers recommendations that can help foster meaningful communication
between government and citizens in Algeria.

ID045: MEDIA USERS’ WILLINGNESS TO PAY FOR PREMIUM OTT MEDIA SERVICES IN
KLANG VALLEY

Nik Nasrin Nik Mohd Fauzi, Disney Media and Entertainment Distribution (DMED),
Singapore

Wan Hartini Wan Zainodin, Universiti Teknologi MARA, Malaysia*
Mohd Fadly Khamis, Universiti Teknologi MARA, Malaysia

Fadzillah Aishah Ismail, Universiti Teknologi MARA, Malaysia
Mohamed Shamil Hizamie Mohamed Norhisham, Universiti Teknologi MARA, Malaysia

Ireena Nasiha Ibnu, Universiti Teknologi MARA, Malaysia

The dominance of traditional media has been challenged by the emergence of a diversity
of digital platforms, many of which integrate media content, as a result of media industry
digital growth. Customer views regarding entertainment subscriptions have changed as a
result of the rise of Over-the-Top (OTT) services like Netflix, Amazon Prime, and others.
Many variables play a role in whether or not people decide to pay for an OTT service. As
the streaming service market takes off, customers' willingness and ability to pay for over-
the-top video services will be important. Individuals subscribe to over-the-top (OTT)
services for a number of reasons, and there are also several reasons why they do not
subscribe. Making users embrace OTT media services and be ready to pay for them is
critical in preparing for the transition that will occur as a result of the streaming service
market's growth and development. Therefore, this research aims to find out what drives
consumers' decisions to subscribe to premium OTT media services and to find the
correlations between customers’ willingness to pay and customers’ purchase decisions.
This research was done in a quantitative methodology through survey questionnaires
focuses on the OTT media services users in Klang Valley. The theoretical underpinning for
this research was directed by the Theory of Planned Behaviour. The data was handled via
statistical software named SPSS and was evaluated using Pearson correlations and
regression analysis to confirm the results. The normality of the data was checked by the P-
P plot and Kolmogorov Smirnov normality test before going to test for the hypotheses. The
findings for this study supported the hypothesis assumptions which is there is a positive
significant influence in the content offering, OTT features, cost/price, and convenience
between the willingness to pay for premium OTT media services which explained 84.6%
variance. In addition, 28.1% variance explained the customers’ willingness to pay for
premium OTT media services has a strong significant impact on customers’ purchase
decisions. These findings may be utilised by communication practitioners and OTT media
service providers to improve their offerings. The following results encourage audience
members to connect through on-demand services. In the ondemand platform, viewers may
interact via instant messaging and social networking. Providing users with unique content

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and original programmes via OTT media services may raise subscriber revenue in the
opposite direction of the lowest-price model. Subscribers pay more for exclusive content.

ID046: A RISING STAR DURING PANDEMIC: K-POP FANS AS ACTOR IN INDONESIA
DIGITAL ACTIVISM

Amelia, Syfa, Gadjah Mada University, Indonesia*

During the pandemic, Indonesia has a new actor in digital activism, namely K-pop fans.
Participating in digital activism is actually nothing new for K-pop fans in Indonesia. Before
the pandemic, the Gejayan Memanggil action was also enlivened by K-pop fans in voicing
the action on Twitter to become a trending topic. However, after experiencing a pandemic,
the participation of K-pop fans in digital activism has been increasingly highlighted by the
media and netizens. Not only in Indonesia, but internationally, such as the success of the
Army donation for Black Live Matters in America. Using a qualitative approach and
literature studies method, researcher analyzed the data using a digital activism approach
and pop culture in fans and fandom. The results showed that during the pandemic, K-pop
fans had carried out digital activism in the form of donations and enlivened hashtags on
social media to become trending topics on social and political issues, feminism, the
environment, and humanity. The factors that influence the increasing participation of K-
pop fans in digital activism are the diversity of digital platforms, simplification of issues,
demographics of K-pop fans, and participatory culture in K-pop fandom.

ID048: THE ROLE OF INFORMATION SOCIETY TO PROMOTE THE ECONOMIC
SUSTAINABILITY IN INDONESIA

Lisa Lindawati, Universitas Gadjah Mada, Indonesia*

The number of Internet users in Indonesia increased significantly in the last five years,
moreover during the pandemic. Internet penetration in Indonesia attains more than 75%
total population. On the other side, Indonesia still has poverty problems. More than ten
percent of people are still under the poverty line. It triggers the crucial question, is there
an intersection between internet users and the poor. If the answer is NO, it means that the
internet potentially fosters wealth improvement. If the answer is YES, it means that
internet use hasn't assured economic improvement. Thi study aims to elaborate on the
opportunities and challenges in optimizing the internet's potential to improve community
welfare. This study uses the concept of the information society to figure the high use of the
internet in Indonesia and connect it to the sustainable economic concept. The sustainability
aspect is crucial to evade the capitalistic tendency that adheres in the history of
information society development. Furthermore, it is a primary concern to equality, equity,
and openness in optimizing the economic potential of the information society.

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ID049: ANATOMY OF PHONE SCAMS: VICTIMS’ RECALL ON THE COMMUNICATION
PHRASES USED BY PHONE SCAMMERS

Farhanim Mohamad Asri, Universiti Teknologi MARA, Malaysia
Tengku Elena Tengku Mahamad, Universiti Teknologi MARA, Malaysia*

Scam activities has existed long before the advent of modern technology and today, it is
still a growing concern that is happening across the globe due to the fast-growing
technologies such as phones, the internet, and social media. Modern scams can either be
physical (i.e., phone scam) or online (i.e., e-mail scam). Although many researchers have
attempted to understand the cause and outcomes of phone scams however, very little
research to date have attempted to identify the communication phrases used by scammers
as part of their strategy to lure victims. Thus, this paper aims to identify the common
phrases used by scammers during their modus operandi. Furthermore, this paper explores
factors that may explain how and why victims fall for the scammers’ scheme. Based on
eight semi-structured interviews with victims of phone scams living in the state of Selangor,
we discovered that the different scammers who had scammed the participants used similar
communication phrases when trying to trick them out of their money. Phrases such as ‘You
have an overdue..’, ‘I can help you..’, or ‘Let’s settle this together’ was commonly used.
Contrary to what has often been assumed, the victims are aware of the danger of falling
victim to a scam. However, trust and panic are the main factors that made them fall victim.
The results also represent a further step towards developing a strategy to combat scam
activities by providing information on the language and communication used during
communication exchanges
between the scammers and the victims.

ID050: HOW ONLINE BEHAVIORAL ADVERTISING AFFECTS PURCHASE INTENTION WITH
CONSUMER TRUST AS MEDIATING VARIABLE

Fitri Ayu Nofirda, Universitas Muhammadiyah Riau, Indonesia*
Mulkan Ikram, Universitas Muhammadiyah Riau, Indonesia

Introduction/Main Objectives: This study investigates the role of consumer trust as
mediating in
the relationship between informativeness, credibility and entertainment on purchase
intention. This study will also look at the effect of consumer trust as a mediator on E-
commerce in Indonesia. Background Problems: The rapid development of e-commerce has
been increased since changing consumer demand and to increase sales efficiency. Online
e-commerce is a market formed by digital technology that facilitates trade in goods and
services through e-commerce. Novelty: This study examines online behavioral advertising
can affects purchase intention by using consumer trust as mediating variable and using
SEM as technique analyse data which comprised both the reliability test and structural
equation modelling. Research Methods: 234 responses were analysed using Structural
equation modelling (SEM) - AMOS to test this study’s hypotheses. Finding/Results: The
results prove that statistically online behavioral advertising has a significant positive effect

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on purchase intention. The study’s findings indicate that between informativeness,
credibility and entertainment have a direct influence on purchase intention, as well as a
direct effect on consumer trust. In addition, the research showed the mediation influence
of consumer trust between informativeness, credibility, entertainment and purchase
intention among Indonesian consumers.

ID051: EVOLUTION OF E-LEARNING: UNIVERSITY STUDENTS' PERSPECTIVES ON THE
APPLICATION OF AUGMENTED REALITY (AR) FOR EFFECTIVE PRACTICAL USE

Farah Izzati Adilah Razali, Universiti Teknologi MARA, Malaysia
Nurul Atiqah Mohd Azlan, Universiti Teknologi MARA, Malaysia*

Ahlam Abdul Aziz, Universiti Teknologi MARA, Malaysia

The changing nature of education from traditional way of learning to online platforms has
made it easier for educational field due to the easy access that the technology
advancement holds. Since the inception of COVID-19, online learning, also known as open
and distance learning (ODL), has emerged as the primary platform in the educational
system. Since online learning has been fully utilised, it has undoubtedly demonstrated that
knowledge can be accessed anywhere and at any time. For some courses, online learning
was proven as a successful system. However, courses that requires practicality such as
engineering, medical, architecture etc. sees online learning as a big inconvenience in
education due to the needs of practicality in these courses. With Augmented Reality (AR),
it can boost an effective and more in-depth practical training in operating as well as
performing complex tasks. AR may provide the users with a realistic- looking model in
performing their jobs with useful information on the spot, on the potential trouble areas
as well as suggesting on the potential fixes directly. Students can directly see the potential
fixes in 3D shape without having to rely only on their imaginations which somehow does
not quite fit into the real-world scenarios. With the upgraded technological updates that
we have today, it is firmly believes that this new communication technology can be taken
up as the new initiative in solving online learning issues. Therefore, conducting this
research will enlighten the researcher more on the application of AR in university level and
its potential circumstances. This study aims to analyze on the students’ opinions on the
application of Augmented Reality (AR) for an efficient practical online learning. This study
will be using quantitative research method through online survey on students.

ID052: THE ROLES OF SOCIAL MEDIA INFLUENCER ON ONLINE FUNDRAISING IN
INDONESIA

Joyce Cheah Lynn-Sze, Universiti Utara Malaysia, Malaysia*
Nurul Nazielah Bt Fathi, Universiti Utara Malaysia, Malaysia

Introduction/Main Objectives: The use of celebrities in online fundraising has become
increasingly popular, especially in the recent COVID-19 pandemic. It has encouraged social
media influencers (SMIs) around the world to help raise fund through their own Instagram
accounts. Thus, this study aims to understand the roles of SMIs in fundraising activity, to

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identify the influencer’s attributes which affects the followers’ willingness to donate and
to explore the motivation of the followers to donate. SMI who became the subject of this
study is Rachel Vennya, an Instagram celebrity who is also an entrepreneur. Background
Problems: The growing roles of SMIs on online fundraising has indirectly made them an
idol. However, there is a need to investigate what drives social media users’ willingness to
support and donate in online fundraising hosted by SMIs. Novelty: This study enriches the
literature of SMIs and motivation to donate into a new and unique related context such as
online fundraising through Instagram, especially amid the COVID-19 pandemic in
Indonesia. Research Methods: Using qualitative method, a semi-structured interview with
10 informants, between 25 to 35 years old were conducted. The informants were selected
among Rachel Vennya’s Instagram followers and participated in her Covid-19 fundraising
campaign. Finding/Results: In accordance with the objectives, there are three roles of SMIs,
which are expanding their followers, raising awareness and inspire action to donate. The
findings also identified three characteristics that affects the willingness to donate, namely
attractiveness, trustworthiness and ability, while influencer’s influence and easy to donate
are the motivation of the followers’ intention to donate. Conclusion: The findings could
contribute to the knowledge of SMIs and online fundraising. It could also help
governments’ efforts to non-profit organizations to draw attention on proactive strategies
to boost online fundraising campaigns in the future.

ID053: STUDENTS’ PERSPECTIVE ON PUBLIC RELATIONS CURRICULUM AND THEIR
PREPAREDNESS FOR THE INDUSTRY

Sharon Jia Wei Tan, Sunway University Malaysia, Malaysia*
Cheng Ean (Catherine) Lee, Sunway University Malaysia

Public relations scholars and practitioners have raised a concern on the gap between
students’ acquired knowledge and skills in the classroom learning and meeting the
expectations from employers. There is a call for public relations educators to better
prepare students before they enter the industry. This paper aimed to gauge the perception
of undergraduate students on public relations curriculum and their preparedness for the
industry. A qualitative interview was conducted with seven students of public and private
universities in Malaysia. Findings show that students perceived the knowledge and skills
acquired in the classroom learning were mainly theoretical with a mix of practical skills.
Students claimed that they were not prepared to enter the industry even though they have
positive feedback on their lecturers’ pedagogy and were satisfied with the public relations
curriculum in the Malaysian higher education institutions. They suggest public relations
students to acquire external knowledge outside the classroom by attending personal
development courses and having good mindsets in preparing for the industry. This paper
brings implications for public relations education and course development as well as for
professionals to consider working effectively with educators in identifying the knowledge
and skills important for the future of public relations practice.

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ID054: DESIGN AND DEVELOPMENT OF LOST BOY CALCULIC ADVENTURE: A MOBILE
GAME-BASED LEARNING FOR YEAR 1 DYSCALCULIC CHILDREN

Subashini Annamalai, Universiti Utara Malaysia, Malaysia*
Nur Fadziana Faisal Mohamed, Universiti Utara Malaysia, Malaysia

Dyscalculia is a specific sort of learning impairment that affects mathematic processes such
as counting numbers, recalling phone numbers, and understanding speed, time, and
distance. In order to help the learning of dyscalculic children, a mobile game-based learning
application named Lost Boy Calculic Adventure (LBCA) was designed and developed for the
use of Year 1 dyscalculic children. This application was meant to be an early intervention
to encourage these children to learn and practice Mathematics in a motivating and fun
way. The design and development of this assistive mobile game-based learning application
which is based on the ADDIE (Analysis, Design, Develop, Implement, and Evaluate) Model
are described in this paper. This paper also includes details on the user acceptance
evaluation of the prototype. The findings of the evaluation indicated that the respondents
are satisfied with the design of the prototype and it can help to improve their numerical
skills as an early stage of recovery intervention. This research will contribute to the
betterment of the education quality of individuals with learning difficulties and it is an
attempt to support the children with learning disabilities such as dyscalculia to be able to
learn effectively like normal children

ID055: USER EXPERIENCE ON AUGMENTED REALITY CARD MOBILE APPLICATION FOR
PROMOTING A NON-GOVERNMENTAL ORGANIZATION SERVICES (ARCARE4NGO)

Azizah Che Omar ,Universiti Utara Malaysia, Malaysia*
Yap Houng Ying, Universiti Utara Malaysia, Malaysia
Yap Houng Minn, Universiti Utara Malaysia, Malaysia

This paper reports the ongoing project related to the development of ARCare4NGO mobile
application for promoting NGO services. Nowadays, people might know about a Non-
Governmental Organization (NGO) but did not know what services they had provided and
where to donate the supplies. Besides, the awareness of helping disabilities is less. NGO
also need donations to help them keep their organization active to continue to help the
disabilities and unfortunate individuals. Therefore, ARCare4NGO had been developed and
evaluated. This project was to develop the AR card mobile application to promote NGO
services (ARCare4NGO) that can promote the NGO services successfully to the users. This
could increase the awareness of caring and helping disabilities so that there are more new
donors making donations. The proposed application also has been discussed in the
previous paper which involves expert evaluation. To ensure the proposed application could
fulfil the actual users’ needs, user experience testing had been carried out and discussed
in this paper. A set of questionnaires has been set up and distributed to the actual users
upon they use the proposed ARCare4NGO mobile application. Overall, The findings of the

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study indicate that the ARCare4NGO mobile application is user friendly, easy to use, an
interesting way to promote NGO services and able to evoke positive donations from users
to the NGO.

ID056: INSTAGRAM (IG) AS A SOCIAL MEDIA MARKETING IN SUSTAINING LOCAL
BUSINESS DURING COVID-19 PANDEMIC: A CASE OF BASK BEAR COFFEE

Muthukumaran Kanasan, Tunku Abdul Rahman University College, Malaysia*

This research paper aims to study on the use of social media marketing (Instagram) by local
businesses during the COVID-19 pandemic. In the midst of pandemic, many local
businesses were forced to cease operation in order to adapt to the uncertainty due to
COVID-19 pandemic. Only some local businesses had used social media as a tool to engage
and communicate with their consumer. Hitherto, there were quite a number of local
businesses struggling to comprehend the operation of social media marketing. This case
study is about Malaysia's first virtual coffee company, Bask Bear Coffee’s focusing on their
Instagram accounts. Content analysis was employed and the data was collected from 18
March 2020 to 3 May 2020 to analyse how they utilize Instagram as an effective tool to
engage, communicate and create their content during the lockdown period. Social
Exchange Theory was applied as a parameter to comprehend the use of Instagram as a tool
of communication in sustaining a business. Findings unfolded that Bask Bear Coffee used
image/photos to engage with their consumers. To be precise, the product photos and
contents posted in the Instagram were effectively and consistently utilised in order to
sustain the business operation during the pandemic. The limitations and recommendations
were also discussed for future studies.

ID057: SURFING THE HOAXES WAVE FABRICATION DURING THE PANDEMIC PERIOD IN
INDONESIA

Cosmas Gatot Haryono, Universitas Ciputra, Indonesia*
Kirana Ratu Sekar Kedaton, Universitas Ciputra, Indonesia

Hadassah Elisha Karsten, Universitas Ciputra, Indonesia

The hoax has evolved into a formidable foe in the fight against the Covid-19 pandemic that
is sweeping the globe. Indonesia is no different. Hoaxes not only cause public distrust but
also jeopardize important government strategies to combat the disease threat currently
sweeping the world. The goal of this study is to learn about the various types of hoaxes
produced and spread by various parties in Indonesia, as well as how they use social media
to influence Indonesian society. This study examined 145 hoax information during the
COVID-19 pandemic, particularly in the second half of 2021, between August 1 and
December 11, 2021. According to the findings, hoaxes that occurred in Indonesia during
the second half of 2021 can be classified into four broad categories: issues related to Covid-
19, Politics, Covid-19 Treatment, and abroad. In terms of distribution media, most hoaxes
are spread via Facebook, Whatsapp, and Twitter. While fabricated content is the most
common type of content, it is followed by manipulated content and misleading content. As

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a result, the Indonesian government has no light homework to do because the creation and
dissemination of false content serves a purpose. The fact that the majority of the content
is fabricated indicates that certain parties are 'surfing' through the hoax that was created.

ID058: POSTGRADUATE STUDENTS’ PRACTICE ON USAGE OF COPYRIGHTED IMAGES FOR
EDUCATIONAL WORKS

Ani Munirah Mohamad, Universiti Utara Malaysia, Malaysia*
Felicia Yong Yan Yan, Universiti Tunku Abdul Rahman, Malaysia
Nor Zuhaidah Mohamed Zain, Universiti Pendidikan Sultan Idris, Malaysia

Norasikin Fabil, Universiti Sains Islam Malaysia, Malaysia
Nor Ezdiani Omar, Universiti Malaysia Terengganu, Malaysia

Nurhazman Abdul Aziz, Republic Polytechnic, Singapore

The advent of information and communication technologies (ICTs) in various disciplines
brings potential benefits to the users. In the context of education, postgraduate students
can get hold of a wide variety of resources for their educational purposes, including images.
Nevertheless, one major drawback to this opportunity is the potential for encroachment
into the intellectual property rights of the legal owner of the images, primarily copyrighted
images. Accordingly, this study embarked to explore the practice of postgraduate students
in choosing online images for their educational works, as well as to examine the behavior
of postgraduate students when confronted with copyrighted images for their educational
works. Engaging upon purely qualitative methodology, a total of 40 students of higher
learning institutions in Malaysia participated in an online survey containing open-ended
questions. The data was analysed using computer-aided qualitative data analysis software
ATLAS.ti version 22. The study found various resources used by the students to get image
sources for their educational works, such as search engines, royalty-free images website
and image editing websites. The study further found different attitudes by the students
when confronted with copyrighted images, some would avoid using the images, while
some others would still use the images in their educational works, with or without
acknowledging the creators of the images. The implication of the study is better
understanding of the postgraduate students’ practice on usage of copyrighted images for
educational works. Hopefully the findings would contribute to the literature on students’
behaviour and intellectual property rights in the academic setting.

ID059: CHALLENGING WOMEN’S REPRODUCTIVE RIGHTS: FRAMING ANALYSIS OF
INDONESIAN WOMEN’S REPRODUCTIVE RIGHTS IN KOMPAS.COM

Patrisia Amanda Pascarina, Universitas Ciputra, Indonesia*
Louisa Christine Hartanto, Universitas Ciputra, Indonesia

Christania Angela, Universitas Ciputra, Indonesia
Felita Purnomo, Universitas Ciputra, Indonesia

United States of America or USA has always been the fitting example of using basic human
rights as the supreme law. Nevertheless, USA was still struggling to prove their human

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rights ideology to life. The emergence of protest movements based on human rights abuses
hits a record high during the presidency of President Donald J. Trump ‒ #Metoo movement
in 2017 happened after the exposure of countless sexual-abuse allegations against Harvey
Weinstein and #BlackLivesMatter movement in 2020 happened after a global protest after
police officer Derek Chauvin killed Black Man George Floyd during an interception. Even
worst, in 2022 the Supreme Court challenged the women rights after they voted to
overturn Roe v. Wade on June 24th and started a new era of restraint on women’s rights
to their own body because women in America now had no legal rights to have an abortion.
As developed country, Indonesia also has issues about women rights ‒ from sexual abuse,
children marriage, and recently, how long women could have maternity leave. When the
Head of House of Representative (DPR), Puan Maharani, stated legalized regulation for
women to have 6-month long maternity leave, the Indonesian Media went up in arms.
Mainstream media in Indonesia tried to depict every figure that had interest on a particular
topic ‒ government, entrepreneurs, working moms, et cetera. This paper will analyze how
the media framed the issue through many different perspectives and how many of the
perspectives supported women’s reproduction rights.

ID060: INTEGRATED MARKETING COMMUNICATION FOR FNB BUSINESS IN INDONESIAN
SPHERE

Monika Teguh, Universitas Ciputra, Indonesia*
Gabriela Laras Dewi Swastika, Universitas Ciputra, Indonesia

Yoseviene F.C.H Kuntjoro, Universitas Ciputra, Indonesia
Hadjar Chanissa Nur Malika, Universitas Ciputra, Indonesia

The Food and Beverage (FnB) business in Indonesia has experienced a great shock during
the Covid-19 pandemic. This was mainly due to the Large-Scale Social Restrictions which
required food and beverage businesses to close their business and not to accept guests to
dine-in. After the Covid-19 transmission rate decreased, the FnB business must have tried
to bounce back in facing global challenges and changes in the use of communication
technology. Therefore, this study aims to describe the application of Integrated Marketing
Communication (IMC) in the FnB business, with a case study on Tong Tji Tea House
Semarang. Tong Tji Tea House Semarang was chosen as a case study because it has
implemented IMC strategy in dealing with global changes and communication technology.
The research method used is descriptive qualitative, with data collection through
interviews and documentation studies. Data were analysed by data reduction, data
presentation, conclusion drawing, and data verification. The results of this study indicate
that in facing global challenges and the development of communication technology, IMC
becomes important to be developed. The segmentation and targeting of the FnB business
must be expanded, not only to include people who come to the place but be able to make
deliveries to the surrounding area. The product must be developed so that it can be
delivered. Place must be adjusted not only to physical places, but also to online
distribution. Prices must be adjusted especially if distributed through food delivery
applications, because there will be costs from the application as well as delivery costs.

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Promotion has to use traditional tools such as print advertising and mass media, sales
promotion, personal selling, events, and publicity, but it must also be supported by digital
marketing.

ID061: THE RELATIONSHIP BETWEEN INFORMATION ON SOCIAL MEDIA AND THE
SOURCES OF NEWS

Azfa Roslan, Kolej Universiti Poly-Tech MARA, Malaysia*
Aida Zuliyana Ahmad Anuar, Kolej Universiti Poly-Tech MARA, Malaysia

For the past ten years at least, the new era of society is moving away from the traditional
news cycles that were run by journalists and professionals. Instead, the power of receiving
information lies in the hand of its receivers compared to whom the source is. A more
complex information cycle that incorporates the public within the communication process.
Gone were the days when the public gained information specifically at 8 pm during the
primetime news. The general public was given the information in loads and it is up to them
which news they want to give extra attention to.

ID062: TEAM EFFECTIVENESS AMONG NURSING TEAM: LEADER-MEMBER EXCHANGE
AND COOPERATIVE COMMUNICATION AS DETERMINANTS

Farah Lina Azizan, Universiti Teknologi MARA, Malaysia*
Razlina Razali, Universiti Teknologi MARA, Malaysia

Muhammad Aiman Arifin, Universiti Teknologi MARA, Malaysia
Haslina Halim, Universiti Utara Malaysia, Malaysia

The leader-member exchange (LMX) method focuses on the roles that managers and
employees exchanged. Although LMX is important in the workplace, the impact of LMX and
cooperative communication on team effectiveness in the healthcare setting has received
less attention. Social Exchange Theory (SET) was applied as an alternative to investigate the
relationship between LMX and its antecedents. Therefore, the current study's goal is to
research how LMX and cooperative communication affect team effectiveness in order to
acquire a deeper knowledge of how LMX and SET work together to improve performance.
413 staff nurses and 86 sisters who were members of 86 teams from public hospitals in the
northern region of Malaysia participated in the present study. Findings from the study
revealed that staff nurses expected their immediate supervisors to facilitate and support
them to work efficiently. This study adds to the body of information on the differentiation
of LMX relationships, particularly in terms of how to construct strong bonds and open
communication between the two positions. In terms of theoretical contribution, this work
clarifies the LMX leadership theory's foundation and creates a fresh, useful method for
applying it. Additionally, this study makes an effort to improve managerial tasks like
teamwork training and coaching staff on how to address employee engagement problems
that are connected to higher levels of motivation, satisfaction, and individual performance
of nurses, which have so far been restricted in the healthcare setting. The limitations and
recommendations for future study directions are also highlighted in the paper.

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ID063: EXPLORING PRIMARY DEMANDS OF CHINESE NETWORK LITERATURE AUDIENCE:
USES AND GRATIFICATIONS PERSPECTIVE

Pei Cao, Universiti Utara Malaysia, Malaysia*

In recent years, Chinese network literature developed at an amazing speed, attracting the
attention of many scholars. This paper was from the perspective of the uses and
gratifications theory and postulated that the relaxing yourself to enjoy fun, passing time,
making friends online, pursuing new topics, showing yourself, information documentation
and sharing, attractiveness of online literature were the primary demands of Chinese
network literature audience on the basis of previous research. In order to verify the
hypothesis, the quantitative approach had been adopted. Due to the characteristic of
online literature, this study conducted an online survey. Through the questionnaire survey,
reliability and validity analysis, correlation analysis, variance analysis, it was found that
relaxing yourself to enjoy fun, passing time and attractiveness of online literature are the
three primary demands for respondents among seven needs. Subsequently, this paper
formed an illustration of the primary demands of Chinese network literature audience to
describe and interpret the process of the mental activities and behaviors of relevant
audiences. Ultimately, this study discussed the theoretical and practical significance of
discovering the primary demands of related audiences. In terms of theoretical significance,
it advanced the uses and gratifications theory to discuss the current issue in the internet
age, and attempted to give rise to some new ideas to make contribution to the audience
analysis. In terms of practical significance, it assisted to enhance the ability of network
literature creation, and promote the sustainable development of Chinese network
literature industry.

ID065: TYPES OF SOCIAL MEDIA IN ADVERTISING

Immie Rozianie Abd Rahim, Kolej Universiti Poly-Tech MARA, Malaysia*
Nor Azah Abdul Aziz, Universiti Pendidikan Sultan Idris, Malaysia
Diyana Nur Norazman, Kolej Universiti Poly-Tech MARA, Malaysia

This study aimed to investigate the types of social media in advertising. The findings of this
study will represent the factors which contribute to the reason of the used advertising
method such as the market expense, target audience and flexibility. Data were collected
through the distribution of questionnaires to 120 respondents who are employees of
Berjaya Starbucks Coffee and quantitative methods were applied in this study. In addition,
the findings showed a significant relationship between social media and social media
advertising. The study also found that many people prefer social media as an advertising
medium. It is also found that social media is a good medium to use for advertisement
because it is quick and budget friendly. Social media has been proved as the better medium
compared to traditional Media. Moreover, this study contributes more comprehensive
variables related to social media in advertising in the field of communication.

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ID066: THE INFLUENCE OF MOBILE PHONE ADDICTION ON ACADEMIC PERFORMANCE
AMONG TEENAGERS IN SHAH ALAM

Diyana Nur Norazman, Kolej Universiti Poly-Tech MARA, Malaysia*
Noor Mayudia Mohd Mothar, Universiti Teknologi MARA, Malaysia
Immie Rozianie Abd Rahim, Kolej Universiti Poly-Tech MARA, Malaysia

Aris Abdul Rahman, Universiti Teknologi MARA, Malaysia

This study seeks to investigate how mobile phone addiction affects academic performance.
It focuses on mobile phone addiction, including internet addiction, game addiction, and
'mobile youth culture.' In this study, a face-to-face survey using a questionnaire was
distributed to 200 Shah Alam students ranging from13 to 17 years old. The Statistical
Package for Social Sciences (SPSS - 21) software was used to analyse survey respondent
data and sample distribution. Both genders and age groups were studied to identify the
link between mobile phone addiction and academic performance. A review of the survey
results revealed that students who are addicted to mobile phones received lower grades
in school. Thus, addiction to mobile phones has a negative impact on academic
performance. This study focuses on a contemporary phenomenon, it is hoped that the
findings and discussion instrument contribute to current literary works and help future
researchers to better understand the relationship between mobile phone addiction and
academic performance.

ID067: A REVIEW OF ONLINE LEARNING IMPACT DURING PANDEMIC COVID-19 AMONG
UNIVERSITY STUDENTS

Sobihatun Nur Abdul Salam, Universiti Utara Malaysia, Malaysia*
Yap Houng Ying, Universiti Utara Malaysia, Malaysia
Yap Houng Minn, Universiti Utara Malaysia, Malaysia

Subashini Annamalai, Universiti Utara Malaysia, Malaysia

Due to COVID-19, the education mode has shifted from face-to-face to online learning. This
is to decrease closecontact with others to protect the university students' and staffs’
health. There are two types of online learningwhichare ssimultaneous delivery and
asynchronous delivery of teaching and learning. This study aims to investigatetheimpact of
online learning in education during pandemic COVID-19 including the advantages and
disadvantagesofonline learning among university students around the world. Systematic
review has been identifiedas themethodology of this study whereby 25 articles were
reviewed and analysed. The articles selected are publishedinyear2020 until 2021 while the
content are based on keywords related to the advantages, disadvantages and
effectivenessofonline learning during the COVID-19 pandemic. Findings of the review
implicated that the online learninghasadvantages such as time flexibility, ease of to access
online resources, studying at own pace and the students wereableto understand the
learning content easily with multimedia elements. Meanwhile, the disadvantages were
technical issues such as internet access problems, lack of interaction between the teachers
and students, easy distraction, insufficient devices and high expenditure on purchasing

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data plans. As conclusion, the online learning is effectiveforother field but somehow
inefficient for medical students in increasing clinical and social skills. Furthermore, themost
effective and preferable online learning tool among student is an instant messaging via
WhatsApp.

ID068: INFORMATION ECOSYSTEM AMONG MALAYSIAN YOUTH: THE STATE AND
CHALLENGES

Mohd Khairie Ahmad, Universiti Utara Malaysia, Malaysia*
Vinodh Pillai, Centre for Independent Journalism, Malaysia
Wathshlah Naidu, Centre for Independent Journalism, Malaysia

Today's era of communication technology has seen that information plays a very important
role. Information is no longer just notification and notification, but it has become an
important commodity in almost every aspect of life. Accordingly, this study aims to
examine the scenario of the information ecosystem, especially among the youth in
Malaysia. The main question to be answered is what is the position and challenge of
creating an information ecosystem for Malaysian youth. A study in the form of a survey
using a questionnaire on more than 300 teenagers across the country was carried out to
achieve that goal. The results of the study found that although new media is the main
source of obtaining information, the belief in information is dominated by conventional
media. In addition, the challenge of youth participation in the information ecosystem that
is beneficial to them was also discussed.
Keywords: Community media, Freedom of information, Social change, Media literacy.

ID069: DHOHO TV MANAGEMENT POLICY ENTERING THE DIGITALIZATION ERA

Ismojo Herdono, Universitas Ciputra, Indonesia*
Gabriela Swastika, Universitas Ciputra, Indonesia

Ergita Jeny, Universitas Ciputra, Indonesia
Maghfira Anissa, Universitas Ciputra, Indonesia
Bunga Nabilla, Universitas Ciputra, Indonesia

Ministry of Communication and Information (Kominfo) policies Indonesian policies that will
apply migration from analog systems to digital or what is commonly called switch off (ASO)
on November 2, 2022, seem to be still requiring a considerable process. One problem was
that the digital television socialization process felt inadequate, and the inadequate number
of Set Top Box (STB) was missing. In addition, the readiness of local television in east Java,
in entering the digital age is also a problem in itself. The study was conducted at Dhoho TV
who owned a home base in Kediri, east Java. This study is a qualitative study with a
subjective paradigm, from a case study perspective. The purpose of the study was to know
dhoho TV management policies in the face of the digital era. Research methods are
conducted through in-depth interviews, as well as through secondary data-collection. The
discussion of the study mentioned that dhoho TV understood if television digitalization was
an unavoidable era again in a century whose people had entered the digital age. The

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conclusion of this study suggests that the age of digitization is an inevitability. Dhoho TV
management tended to prefer the adaptation of digitization in the television broadcasting
system. Of course, such policies still take into account the financial and sustainability
aspects of programs, as part of television media that want to preserve local culture. that
the age of digitization is an inevitability. Dhoho TV management tended to prefer the
adaptation of digitization in the television broadcasting system. Of course, such policies
still take into account the financial and sustainability aspects of programs, as part of
television media that want to preserve local culture. that the age of digitization is an
inevitability. Dhoho TV management tended to prefer the adaptation of digitization in the
television broadcasting system. Of course, such policies still take into account the financial
and sustainability aspects of programs, as part of television media that want to preserve
local culture.

ID070: COMMUNICATION MEDIUM AND TEAM INTERACTION STYLE DURING PANDEMIC
COVID-19

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

There are still very limited studies in proving communication medium and team interaction
style that can contribute toward pandemic Covid-19 in the context of organization. This
research also seeks to determine the relationship between communication medium and
team interaction style with pandemic Covid-19. This study used the Self-Determination
Theory as the main theory to further strengthen the relationship between each variable.
Quantitative methods were applied in this study and data were collected through the
distribution of questionnaires to 150 respondents who are participants as employees at
Great Eastern Takaful Berhad (GETB). The findings showed a significant relationship
between communication mediums towards pandemic Covid-19. The study also found no
significant relationship between team interaction styles toward pandemic Covid-19. Hence,
this study contributes to the field of communication through the establishment of a more
comprehensive variables related to participation in training and adoption of innovation and
help to develop the Self-Determination

ID071: DOES CSR COMMUNICATION INFLUENCE TRUST?

Wan Nor Hidayah Wan Afandi*, Kolej Universiti Poly-Tech MARA, Malaysia*
Jamilah Jamal, Universiti Utara Malaysia, Malaysia

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

Trust has been perceived as the basis in developing and maintaining long-term relationship.
In business context, trust is an important key factor for business to sustain its relationship
with stakeholders especially customers. One of the factors that is found to improve trust is
corporate social responsibility (CSR) communication. There are numbers of studies that

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investigate the impact of CSR communication on stakeholders but the mix findings show
no establishment of a mechanism to develop trust. Besides that, while the impact of CSR
communication has induced much interest among researchers, they usually roam around
the tools and the strategies used to communicate CSR information. Reviews on existing
literature of the relationship between CSR communication and trust suggests that future
study should also look into the role of mediator in establishing the mechanism of trust
building through CSR communication.

ID072: THE EXPRESSION OF HATE MOTIVE ON SOCIAL MEDIA: PERSPECTIVE OF THE
MALAYSIAN

Noramira Fatehah Azman, Universiti Teknologi MARA, Malaysia*
Norena Abdul Karim Zamri, Universiti Teknologi MARA, Malaysia

“Muslims are terrorist”, is one of example of hate speech that occur in cyberworld. Hate
speech or malicious expression refers to the use of language that is offensive, violent or
derogatory towards certain religious practices or groups that share a common identity,
such as gender, ethnicity, race or belief. The spread of hate online has now become such a
serious problem that it has created a series of international initiatives aimed at defining
the problem. This article examines the motives behind the posting of expressions of hatred
on social media, specifically on Twitter. Both, "The Dramaturgical Social Interaction Model"
and "Cultivation Theory" used to explain the cultural phenomenon of expression of hatred.
The methods used for this study are interviews and focus group discussions which are
qualitative methods and Thematic Analysis used to generate outcome. The results of the
study show that three main motives have been stated by informants, namely differences
in perspective or opinion, discrimination by using religion and having a bad personality.
This study suggests patterns of future research on the problem and possible solutions to
the expression of hate. It begins with the background of the research, explains the problem,
the purpose of the research, finally continues the research questions and research goals,
and finally explains the limitations.

ID073: EFFECTS OF MEDIA EXPOSURE AND FAMILY COMMUNICATION ON VIOLENT
BEHAVIOR AMONG ADOLESCENTS IN JORDAN

Mohammad Fawwaz Eneizat, Universiti Utara Malaysia, Malaysia*
Haslina Halim, Universiti Utara Malaysia, Malaysia
Syarizan Dalib Universiti Utara Malaysia, Malaysia

Violence is one of the most common problems in societies these days. Cases of adolescent
violence are increasing in many countries, particularly Jordan. Violence has negative effects
on societies and individuals and has become a major obstacle to the stability and progress
of societies. According to the current literature, there are many variables that contribute
in increasing adolescent violence. Exposure to media and family communication are one of
the most important factors that contribute to violence. The problem stems from the fact
that this important topic of adolescent violence has not received much attention. As a

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result, this study aims to learn more about the effect of media exposure and family
communication on adolescent violent behavior. This study dealt with high schools in Jerash,
Jordan. Usable questionnaires were 248 for further analysis. The study hypotheses were
tested among the variables using the Smart PLS-SEM approach. The findings revealed
strong positive links between media exposure and violent behavior. At the same time,
there is a negative relationship between family communication and violent behavior.
Finally, media exposure and family communication are significant factors in promoting
violent behaviour of adolescents. In addition to the findings, the paper discusses
implications, limitations, and recommendations for future studies.

ID074: THE ROLE OF FACEBOOK IN POLITICAL SOCIALIZATION AND POLITICAL
PARTICIPATION AMONG WOMEN IN PAKISTAN

Hadia Khalil, Universiti Utara Malaysia, Malaysia*
Haslina Halim, Universiti Utara Malaysia, , Malaysia

Syarizan Dalib, Universiti Utara, Malaysia

Women almost constitute half of the world’s population i.e., 49.6%. Gender gaps in political
participation are universal in democracies around the world. In South Asia, Pakistan has
the largest gender gap and discrimination against women in all areas of life. This topic has
largely been studied in relevance to youth generally, but women being the significant
component of the society lack behind in political participation and decision making. This
article will be taking a conceptual approach to examine the relationship between political
socialization and political participation with the role of Facebook usage among women in
Pakistan. Findings of the study will provide important implication to researchers,
policymakers, political parties and media houses to what extent women are politically
aware and socialized and how the political participation of women can be improved in
future. World today is a global market and the most integral tool to spread information
providing is media therefore, the design of the study will be to analyze the relationship
between political socialization and political participation with the usage of Facebook
among women in Pakistan.

ID076: DOMESTIFICATION OF SOAP OPERA STORIES: THE “BATTLE” OF HABITUS AND
CAPITAL INDONESIAN WOMAN SCRIPTWRITER

Andi Budi Sulistijanto, Universitas Ciputra, Indonesia*
Burhan Bungin, Universitas Ciputra, Indonesia

Cosmas Gatot Haryono, Universitas Ciputra, Indonesia

The stories built into soap operas are distinctive in that they are always related to
(domestic) household problems and are full of emotional scenes (hate, longing, love, anger,
laughter, etc.). The story is dense with patriarchal values, with women almost always cast
as victims and oppressed groups. There are currently a lot of female soap opera script
writers. Indeed, many soap operas that are popular in the community have a female
scriptwriter. However, story patterns that portray women as second-class citizens persist.

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Through their involvement in the production of soap opera stories, this study aims to see
women as text makers. The main focus is on how to "battle" habitus and capital from
female scriptwriters in Indonesian soap opera story construction. This study employs a
constructivist paradigm and a qualitative descriptive approach. According to the findings
of this study, female scriptwriters are powerless against the "pressure" of patriarchal
values in the existing social system, and thus fail to transform stories of equality between
men and women. What happened was that female screenwriters helped to perpetuate
women's domestication.

ID077: COMMUNICATING WITH EMPLOYEES DURING REMOTE WORKING

Nurul Zaitul Itri Alias, Kolej Universiti Poly-Tech MARA, Malaysia*
Nan Zakiah Megat Ibrahim, Kolej Universiti Poly-Tech MARA, Malaysia
Mohamad Shamsul Ibrahim, Kolej Universiti Poly-Tech MARA, Malaysia

The research objective is to identify the relationship between communicating with
employees, upward and downward communication, communication problems and remote
working. This study applied the Neo-institutional Theory as the main theory to be applied
in this study in order to strengthen the relationships between each variable. The method
of this research is quantitative and the data that are found in this study was the response
from respondents from the Finance Division and Infrastructure Management Division at
Prasarana Malaysia Berhad. The findings showed that there is a relationship between
communicating with employees, upward and downward communication, communication
problems and remote working. To conclude, this study contributes to the field of
communication through the establishment of a more comprehensive variables related to
participation in training and adoption of innovation and help to develop and strengthen
the Neo-institutional

ID078: BUILDING COMPREHENSIVE TOURISM BRAND IN ZHANJIANG USING
INTEGRATED MARKETING COMMUNICATION

Yunwei Li, Universiti Malaysia Perlis, Malaysia*
Ahmad Fahmi Mahamood, Universiti Malaysia Perlis, Malaysia

Habee Bullah Affendy, Universiti Malaysia Perlis, Malaysia

An increased emphasis on comprehensive tourism development has been seen in recent
years. In-depth theoretical exploration and analysis on the creation and promotion of
comprehensive tourism brands, however, have not been taken into account by the current
research, which has primarily focused on the concept of comprehensive tourism. The study
is anticipated to improve integrated marketing communication's application in promoting
comprehensive tourism brands and boosting tourism competitiveness. The perception
index system of a comprehensive tourism image was established after an extensive
literature analysis. In order to ascertain residents' perceptions of the current state of
Zhanjiang's entire tourism brand and their acceptance of integrated marketing
communication, this article takes Zhanjiang as a case study and a total of 98 residents were

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involved as respondents. According to the study, the interpersonal communication,
mainstream media, and local official media can be employed as the main channels of
tourism promotion, while the promotional power of film and TV drama locations, social
media contributions, and celebrity recommendations should also be taken into account. At
the same time, the interactivity, diversity, and ease of access to information have a
significant positive influence on the audience’s acceptance of the integrated marketing
communication approach, all of which should be improved when tourism practitioners
conduct tourism marketing. This research will offer vitality and viewpoints on urban
tourism and economic development models, as well as illustrations and suggestions for
other underdeveloped coastal cities.

ID079: SOCIAL JOURNALISM: CONCEPTUALIZATION OF PRESS FREEDOM FROM THE
PERSPECTIVE OF MALAYSIAN SOCIAL JOURNALISTS

Adibah Ismail, Universiti Utara Malaysia, Malaysia*
Romlah Ramli, Universiti Utara Malaysia, Malaysia
Jamilah Jamal, Universiti Utara Malaysia, Malaysia
Nur Haniza Mahamad Yusof, Universiti Utara Malaysia, Malaysia

Introduction/Main Objectives: The concept of press freedom and democracy are closely
related, where media in democratic nations were expected to be free to publish and
criticize the government for the benefit of the public. The advancement of technology has
changed the media environment, thus affected the conceptualization of press freedom.
Now, the mainstream media is no longer the sole content contributor. Social journalists are
now taking over the responsibility of transmitting information to the public. Since they
operate mostly through social media and digital platforms, it frees them from traditional
news production structures, including gatekeeping, press freedom parameters, ethics, and
laws and regulations. The previously narrow conceptualization of press freedom is no
longer justifiable. Background Problems: Little is known about how social journalists
understand and practice the concept of press freedom. Therefore, it is crucial to explore
the conceptualization of press freedom from the perspective of Malaysian social journalists
identified through their understanding, perceptions of current state and expectation for
press freedom. Novelty: This research is important to understand the philosophy and
practice of press freedom from the Eastern perspectives since current literature is being
dominated by Western determinants. Research Methods: Using qualitative interviews, this
research interviewed eight social journalists from various platforms including from social
media and news portals. Thematic analysis was used to uncover their perceptions.
Finding/Results: From the findings, the researchers concluded that all the social journalists
interviewed do understand the term press freedom as the freedom to speak without any
limitation, and the freedom should be absolute. However, in their practice, they still
respect the rules and regulation limiting their press freedom but hope in the future, the
government will give them absolute freedom which comes with their own responsibility
towards the public. Conclusion: This research concludes that the press freedom among
social journalists can be controlled by spreading awareness and educating them on the
importance of using the freedom responsibly for the benefit of the public.

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ID080: ONLINE LEARNING AT HIGHER EDUCATION: THE MEDIATING ROLE OF THE FEAR
OF COVID-19 BETWEEN STUDENTS’ SUSTAINABLE ENGAGEMENT AND THEIR SOCIAL
PRESENCE

Farhat Munir, University of Management and Technology, Pakistan
Iqra Saeed, University of Management and Technology*, Pakistan
Aleena Shuja, University of Management and Technology, Pakistan

Students’ engagement and social presence are the most critical components for effective
online learning. Despite all technological advancements online teaching and learning is still
a challenge especially during emergencies. The pandemic COVID-19 situation has unlocked
new dimensions of research in online teaching and learning to explore better engagement
and interactions strategies especially at higher education. Therefore, keeping in
consideration the significance of the area this cross-sectional quantitative study was
conducted through simple random sampling of a total of 422 university students by using
the explanatory research design to explore the relationships between student engagement
(SE) and social presence. The findings of this study revealed that the six dimensions of
students’ engagement is significantly associated with the social presence in online learning.
Teacher-student interaction enhances social presence and student engagement,
accumulates trust and associations, and communication through teachers' answers in
online learning. While fear of COVID-19 has insignificant mediated effects on students’
engagement as well as on their social presence in online learning.

ID081: SOCIAL MEDIA ENCOURAGES WOMEN ENTREPRENEURSHIP: A STUDY OF
CHALLENGES AND EMPOWERMENT

Saima Waheed, University of Management and Technology, Pakistan*
Sobia Sattar, University of Management and Technology, Pakistan

Tayyab Farooq Bhatti, University of Management and Technology, Pakistan
Maria Naeem, University of Management and Technology, Pakistan

In this era, where technology advances and social media are in the hands of the common
man, women entrepreneurs remain a largely understudied phenomenon. Social media is
the road of success for women entrepreneurs as it encourages women to be independent
and become their own-bosses. In online home-based business women attained power in
different factors as compared to men in the existing literature. Through semi-structured
interviews from 25 women entrepreneurs in Lahore, Pakistan, researchers explored the
role social media plays in empowering women and the challenges or problems women face
in online business. The in-depth interviews were collected on telephone and were recorded
by the researcher and also made notes of the highlighted points. Uses and gratification
theory (UGT) is applied to identify women entrepreneurs personal integrative on social
media platforms.

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ID082: TV CONTENT RATING SYSTEM: A CASE STUDY OF PAKISTANI TV DRAMAS

Muzammil Saeed, University of Management and Technology, Pakistan*
Muazam Ali Khan, University of Management and Technology, Pakistan
Muhammad Atif Chaudhry, University of Management and Technology, Pakistan

TV dramas always remain one of the most favorite sources of family entertainment
throughout the history of Pakistani TV industry. People love a lot and wait for the next
episode eagerly. Few decades back, Pakistani dramas were considered as a mirror of the
society. Industry produced quality content which always keep ethics and norms of the
society as its prior responsibility. But with the advent of globalization and
commercialization, Pakistani media entertainment sector changed dramatically. Now,
many controversial issues are portrayed in TV dramas without any precautions or parental
guidelines. The aim of this study is to investigate the content inappropriate and unsuitable
for teenage and children keeping in mind TV content rating system. Four Pakistani TV
dramas from famous Pakistani entertainment channels were investigated with quantitative
content analysis method. The result of the study revealed that Pakistani TV dramas
frequently showed inappropriate content consists of violence, extramarital affairs and
offensive language. Results indicate that media self-regulatory system called “TV Content
Rating System” has become the need of hour to help the parents and guardians to know
the nature of dramas content. This system having parental guidelines will further generate
the precaution for parents to save their children from undesirable content.

ID083: ROLE OF MOBILE DATING APPLICATIONS IN PERSPECTIVE OF HOOKUP CULTURE
AMONG PAKISTANI YOUTH

Sarosh Ehsaan Bajwa, University of Management and Technology, Pakistan*
Muazam Ali Khan, University of Management and Technology, Pakistan
Ariba Khan, University of Management and Technology, Pakistan

Mobile dating has become more communal with a growing number of smart phone
applications that brings facilitation for dating globally. In the current study, we investigated
whether the usage of mobile dating applications cause hookup culture in Pakistani society.
Nearly majority of the sample use dating applications regularly, with Tinder and Mingle2
being the most popular. The study witnessed that there is a significant change in the
behavior of youth. Yet what remains unidentified is another affective dimension of the
behavior of youth towards these mobile dating applications in relation to long-term
commitments whether they consider them trustworthy in looking for serious relationships.
The study also operationalized the theories of uses and gratification and diffusion of
innovation with an association of quantitative research by using survey method along with
purposive and snowball sampling. Online structured questionnaire was developed to
collect data by using Google Forms. The findings of the study concluded that mobile dating
applications in Pakistan cause hookup culture as youth prefer to develop temporary
relationships rather than long-term relationships. The results showed that youth do not

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consider mobile dating applications (Tinder and Mingle2) trustworthy to find long-term
relationships as they view these applications as a source of entertainment.

ID084: ANALYSIS OF DAWN AND HINDUSTAN TIMES EDITORIALS IN ESCALATING -
DEESCALATING WAR AFTER REVOCATION OF ARTICLE 370 AND 35A

Umer Farooqi, University of Management and Technology, Pakistan*
Shiraz Hasnat, University of Management and Technology, Pakistan
Ammon Abbas, University of Management and Technology, Pakistan
Hassan Siddique, University of Management and Technology, Pakistan

Between India and Pakistan Kashmir has always been dominant issue projecting both the
nations on the verge of war several times. Most recent example is the revocation of article
370 and 35A from the Indian constitution resulting in the change of status of Kashmir from
semi-autonomous to a full fledge state of India followed by a curfew in Kashmir. This recent
unilateral decision by India has created a war atmosphere along the borders and among
public. Media of both the nations has a power to diffuse and infuse tensions and is
considered as a backbone of society it helps shaping the behaviors and narratives of the
nation’s especially print media traditionally has more impact on societies.This research
paper will analyze the content of two leading newspapers of India & Pakistan during conflict
situation. It was found that both the newspapers have adopted war Journalism approach
while reporting on Kashmir conflict.

ID085: KAJIAN EMPIRIKAL KEMISKINAN DIGITAL PASCA PANDEMIK COVID-19 DI SABAH

Norhuda Salleh, Universiti Malaysia Sabah, Malaysia*
Romlah Ramli, Universiti Utara Malaysia, Malaysia

Noor Syakirah Zakaria, Universiti Malaysia Sabah, Malaysia
Fiffy Hanisdah Saikim, Universiti Malaysia Sabah, Malaysia

Asmiaty Amat, Universiti Malaysia Sabah, Malaysia
Nor-Ina Kanyo, Universiti Malaysia Sabah, Malaysia
Dg Marshitah Pg Baharuddin, Universiti Malaysia Sabah, Malaysia
Ahmad Murad Mohd Merican, Universiti Islam Antarabangsa Malaysia, Malaysia
Rachel Mina William, Universiti Malaysia Sabah, Malaysia

In Malaysia’s efforts to advance with the Industrial Revolution (IR 4.0), digital poverty is
receiving a growing amount of attention. Poverty refers to the group of households with a
monthly income below the Malaysia’s Poverty Line (PGK), which has been set at RM989.00
per month, and a per capita income of RM253.00 or less. Digital access refers to the ability
of individuals or families to access the Internet from any location for educational,
informational, or social purposes. Accordingly, the objective of this study is to investigate
the relationship between the factors that influence digital poverty among the community
in Sabah during the post-Covid-19 pandemic. A quantitative study was conducted in the
main cities of Sabah including Kota Kinabalu, Sandakan, Tawau, Lahad Datu, Keningau and

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Semporna, by distributing questionnaires via a Google Form link. The study, involving 724
respondents, the digital divide in Sabah is apparent in terms of the access gap. The study
demonstrates that the people of Sabah acknowledged the role of digital technology; yet
the availability and quality of access to digital affect the level of connectivity to digital
access, resulting in an access gap in this community. According to the data, the
respondent’s locality is a factor in this issue. The connection of digital media is affected by
the results of the regression analysis based on the parameters of the respondent's
educational background and residential area (digital poverty). Each observed B =.11, p
=.007, and B = -.11, p = -.004, where p .05.

ID086: STRATEGI KOMUNIKASI, HALANGAN KOMUNIKASI, KOMITMEN ORGANISASI
DAN KEPUASAN PELANGGAN

Romlah Ramli, Universiti Utara Malaysia, Malaysia*
Nor Aziah Mehat, Universiti Utara Malaysia, Malaysia

Kertas kerja ini adalah melihat hubungan antara strategi komunikasi, halangan komunikasi,
komitmen organisasi, dan kepuasan pelanggan dalam memberikan perkhidmatan kepada
pelanggan di Jabatan Bendahari. Responden kajian ini adalah seramai 308 orang kakitangan
Universiti Utara Malaysia yang merupakan pelanggan Jabatan Bendahari. Data kajian telah
diuji menggunakan statistik deskriptif, analisis korelasi, dan analisis regresi menggunakan
Statistical Package for the Social Sciences. Hasil kajian menunjukkan bahawa strategi
komunikasi dan komitmen organisasi mempunyai hubungan yang signifikan dengan tahap
kepuasan pelanggan. Dapatan kajian juga menunjukkan halangan komunikasi tidak
menyumbang kepada tingkat kepuasan pelanggan.

ID089: MEMPERKASA INOVASI PENGURUSAN BANTUAN MAKANAN DENGAN
MENGGUNAKAN APLIKASI ZAKAT ON TOUCH (ZOT) DALAM KALANGAN PENOLONG
AMIL KEDAH: ISU DAN CABARAN

Mohd Zuwairi Mat Saad, Universiti Utara Malaysia, Malaysia*
Marzura Ibrahim, Universiti Utara Malaysia, Malaysia

Zakaria Othman, Lembaga Zakat Negeri Kedah, Malaysia

Sistem pengurusan zakat di Malaysia telah mengalami evolusi besar dalam teknologi. Pada
era awal teknologi diperkenalkan dalam pengurusan zakat, kebanyakan organisasi
menggunakan laman sesawang sebagai salah satu platform dalam penyampaian maklumat.
Melalui penggunaan ICT sebagai satu alat komunikasi dan informasi yang semakin meluas,
ia telah memainkan peranan yang penting dalam menyebarkan maklumat dan
mempromosikan perkhidmatan zakat ini melalui laman sesawang. Kini, landskap
pengurusan zakat berkembang dan berkonsepkan mudah alih dengan wujudnya aplikasi
yang diperkenalkan sebagai salah satu medium baharu bagi mengoptimumkan
penyampaian dakwah zakat serta bantuan makanan kepada asnaf. Lembaga Zakat Negeri

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Kedah Darul Aman (LZNK) turut membangunkan aplikasi yang diberi nama Zakat On Touch
(ZOT) bagi memudahkan pihak pengurusan terutamanya penolong amil dalam mengemas
kini data secara digital dalam menguruskan bantuan makanan. Majoriti amil berumur
melebihi 56 sehingga lebih 60 tahun. Terdapat kekangan penerimaan terhadap teknologi
dalam golongan kerana mereka mempunyai sikap yang rendah terhadap teknologi. Oleh
itu kajian ini akan mengkaji isu dan cabaran aplikasi ZOT dalam kalangan penolong amil
dalam menguruskan bantuan makanan. Temu bual mendalam telah dilakukan terhadap
lima penolong amil yang berada di daerah Baling. Hasil kajian mendapati terdapat
kekangan dalam menggunakan aplikasi ZOT seperti factor umur, kurangnya latihan, tiada
penguatkuasaan dalam penggunaan dan kemudahan fasiliti terhadap rangkaian dan
peralatan.

ID090: SYNCHRONOUS COMMUNICATION IN POST-PANDEMIC ERA FOR HIGHER
EDUCATION

Mohd Khairie Ahmad, Universiti Utara Malaysia, Malaysia
Azelin Aziz, Universiti Utara Malaysia, Malaysia

Mohd Amirul Fauzi, Ritz Carlton Langkawi, Malaysia
S.Maartandan Suppiah, Universiti Utara Malaysia, Malaysia*

The COVID-19 pandemic has rendered nearly every aspect of society incapacitated.
However, the advancement of communication technology has given rise to a substitute
that can ensure the continuation of numerous industries, particularly education.
Synchronous communication tools like Webex, Zoom, Microsoft Teams, Google Meet and
others have made it possible for students and teachers to communicate as if they were in-
person class interaction. This paper present and discuss the potential and challenges of
synchronous communication to be adapted in post COVID-19 era of higher learning
institution. This was done using an in-depth interview method with 13 informants who
were students at higher education institutions. The data was transcribed and analysed
using thematic analysis. While adaptation of synchronous communication in teaching and
learning potentially materialised hybrid classes or alternative delivery, yet various
challenges were found need to be addressed.

ID091: CHALLENGES OF WOMEN REFUGEE IN MALAYSIA: THE GOVERNMENT
PERSPECTIVE

Suhaini Muda, Laila Suriya Ahmad Apandi, Nur Syakiran Akmal Ismail,
Norhafezah Yusof and Norsuhaily Abu Bakar

Malaysia’s decision of not signing the United Nations Convention (1951) as well as the
related protocols has resulted into the negative image at international level. However, this
does not discourage refugees and asylum seekers coming to Malaysia, a popular transit
country. Nevertheless, the refugees and asylum seekers had difficulties when staying in

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Malaysia due to traumatic experience and different cultural values. This prompts the study
to explore such challenges of women refugees in Malaysia from the perspective of
government. It conducted qualitative research of interviews. The findings show that some
challenges of women refugees in Malaysia were resulted from miscommunication and
misunderstanding between expectations and reality. This posits the essence of further
research needs to empower women refugees in Malaysia.

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LIST OF PARTICIPANTS

Adibah Ismail, [email protected] , Universiti Utara Malaysia
Aida Suhana Abdul Hamid, [email protected] , Kolej Universiti Poly Tech MARA
Alireza Azeri Matin, [email protected] , International University of Malaya-Wales
Andi Budi Sulistijanto, [email protected] , Universitas Ciputra, Indonesia
Ani Munirah Mohamad, [email protected] , Universiti Utara Malaysia
Azfa Roslan, [email protected] , Kolej Universiti Poly Tech MARA
Azizah Che Omar, [email protected] , Universiti Utara Malaysia
Azlina Binti Kamaruddin, [email protected] , Universiti Utara Malaysia
Azliza Othman, [email protected] , Universiti Utara Malaysia
Che Su Mustaffa, [email protected] , Universiti Utara Malaysia
Cosmas Gatot Haryono, [email protected] , Universitas Ciputra, Indonesia
Diyana Nur Norazman, [email protected] , Kolej Universiti Poly Tech MARA
Fakhrul Anuar Aziz, [email protected] , Universiti Utara Malaysia
Farah Lina Azizan, [email protected] , Universiti Teknologi MARA
Farhanim Mohamad Asri, [email protected] , Universiti Teknologi MARA
Farhat Munir, [email protected] , University of Management and Technology,

Pakistan
Fitri Ayu Nofirda, [email protected] , Universitas Muhammadiyah Riau,

Indonesia
Hadia Khalil, [email protected] , Universiti Utara Malaysia
Haslina Halim, [email protected] , Universiti Utara Malaysia
Immie Rozianie Abd Rahim, [email protected] , Kolej Universiti Poly Tech

MARA
Ismojo Herdono, [email protected] , Universitas Ciputra, Indonesia
Jamilah Jamal, [email protected] , Universiti Utara Malaysia
Jasni Ahmad, [email protected] Universiti Utara Malaysia
Jingjing Xiong, [email protected] , Taylor's University, Malaysia
Joyce Lynn-Sze Cheah, [email protected] , Universiti Utara Malaysia
Labuda Mad-A-Dam, [email protected] , Universiti Utara Malaysia
Lee Ling Hooi, [email protected] , Universiti Malaya
Lisa Lindawati, [email protected] , Gadjah Mada University, Indonesia
Marzura Ibrahim, [email protected] , Universiti Utara Malaysia
May Bel Koh, [email protected] , Sunway University, Malaysia
Mohammad Eneizat, [email protected] , Universiti Utara Malaysia
Mohd Khairie Ahmad, [email protected] , Universiti Utara Malaysia
Mohd Nizam Saad, [email protected] , Universiti Utara Malaysia
Monika Teguh, [email protected] , Universitas Ciputra, Indonesia
Muhammad Iqbal Khatami, [email protected] , Gadjah Mada

University, Indonesia
Muzammil Saeed, [email protected] , University of Management and

Technology, Pakistan
Nan Zakiah Megat Ibrahim, [email protected] , Kolej Universiti Poly Tech MARA

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Nathasya Mohd Kamal, [email protected] , Kolej Universiti Poly Tech MARA
Nik Nasrin Nik Mohd Fauzi, [email protected] , The Walt Disney Company (Southeast

Asia) Pte. Limited, Malaysia
Noor Zuleika Zulkipli, [email protected], Universiti Sains Malaysia
Nor Hayati Mohd Jalil, [email protected] , Universiti Utara Malaysia
Noramira Fatehah Azman, [email protected] , Universiti Teknologi MARA
Norhayati Mohamad Hussain , [email protected] , Universiti Utara Malaysia
Norhuda Salleh, [email protected] , Universiti Malaysia Sabah
Nursafwah Tugiman, [email protected] , Universiti Utara Malaysia
Nurul Zaitul Itri Alias, [email protected] , Kolej Universiti Poly Tech MARA
Patrisia Amanda Pascarina, [email protected] , Universitas Ciputra, Indonesia
Pei Cao, [email protected] , Universiti Utara Malaysia
Romlah Ramli, [email protected] , Universiti Utara Malaysia
S. Maartandan Suppiah, [email protected] , Universiti Utara Malaysia
Saima Waheed, [email protected] , University of Management and Technology,

Pakistan
Sarosh Bajwa, [email protected] , University of Management and Technology,

Pakistan
Sharon Jia Wei Tan, [email protected] , Sunway University, Malaysia
Sidra Shehzadi, [email protected] , University of Technology and Management, Pakistan
Sobihatun Nur Abdul Salam, [email protected] , Universiti Utara Malaysia
Subashini Annamalai, [email protected] , Universiti Utara Malaysia
Suhaimee Saahar, [email protected] , Universiti Teknologi MARA
Suhaini Muda, [email protected] , Universiti Utara Malaysia
Syarizan Dalib, [email protected] , Universiti Utara Malaysia
Syfa Amelia, [email protected] , Gadjah Mada University, Indonesia
Tri Kurnia Revul Andina , [email protected] , Gadjah Mada University,

Indonesia
Tuan Zalizam Tuan Muda, [email protected] , Universiti Utara Malaysia
Umer Farooqi, [email protected] , University of Management and Technology,

Pakistan
Wan Nor Hidayah Wan Afandi, [email protected] , Kolej Universiti Poly Tech MARA
Yunwei Li, [email protected] , Universiti Malaysia Perlis
Zauridah Abdul Hamid, [email protected] , Universiti Utara Malaysia
Zuraidah Abu Talib, [email protected] , Universiti Utara Malaysia
Zuwairi Mat Saat, [email protected] , Universiti Utara Malaysia

8th International Conference on Communication and Media [Virtual Conference] 74

With best compliments

to our sponsor and partner institutions

Sponsored by

Publishers

Journal of Indonesian Economy and Business

Jurnal Komunikasi Borneo

Partner Institutions

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Acknowledgements

We would like to thank our sponsors, partners and
contributors for making this event a success:

Asia FM
Asian People Journal, Universiti Sultan Zainal Abidin
Atlantis Press
Celcom Axiata Berhad, Malaysia
Chancellery Department, Universiti Utara Malaysia
College of Arts and Sciences, Universiti Utara Malaysia
Corporate Communication Unit, Universiti Utara Malaysia
Jurnal Komunikasi Borneo, Universiti Malaysia Sabah
Journal of Indonesia Economy and Business, Universitas Gadjah Mada,

Indonesia
Kolej Universiti Polytech Mara Kuala Lumpur, Malaysia
Massey University, New Zealand
Ministry of Health, Malaysia
Ministry of Entrepreneur Development and Coorperatives, Malaysia
Universitas Ciputra, Indonesia
Universitas Gadjah Mada, Indonesia
University of California at Santa Barbara, USA
University of Management and Technology, Pakistan
UUMIT, Universiti Utara Malaysia
UUM Press
Research Division, Prime Minister’s Department, Malaysia
YBhg Dato’ Mohd Fauzi Bin Sunawan, Pegawai Khas Ahli Parlimen Pontian,

Malaysia

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School of Multimedia Technology and Communication (SMMTC) was formed to merge three
areas, namely Multimedia, Technology Media and Communication. These areas highly relate
to each other; where communication deals with how human interact to convey meaningful
messages. These messages are the ‘contents’ which can be enhanced with different media
forms to be disseminated through traditional or new medium.

Its two departments; Multimedia Technology and Communication, are consistently working
on providing the highest possible quality of education to prepare the next generation of
leaders in the three areas. We are committed to meeting the challenges of the future and
have nearly 80 faculty members, including professors, senior lecturers and visiting academics
with a depth and range of experience, whose research interests represent urgent challenges
for our nation and communities.

To get a sense of the school’s intellectual life, our field of expertise include multimedia design,
interaction design, media studies, web and mobile technology, organisational, corporate and
international communication, journalism, broadcasting, advertising, edutainment and
filming. It’s currently offer three undergraduate and five postgraduate programmes.

www.smmtc.uum.edu.my/

[email protected]

facebook.com/SMMTC.UUM

youtube.com/watch?v=QbIM1RKos-Q

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