CORENA 2023 THURSDAY | 5 OCTOBER 2023 2 TABLE OF CONTENTS NO CONTENT PAGE 1 General Information 3 2 Introduction to COMET 4 3 Foreword by the Advisor of COMET 5 5 Seminar Program Summary 6 6 List of Sessions: • Session 1 (A): Political and Family Communication • Session 1 (B): Media Research • Session 2 (A): Media and Education • Session 2 (B): Strategic Communication • Session 3 (A): Health Communication 7 7 List of Abstracts 10 8 Organizing Committee 35
CORENA 2023 THURSDAY | 5 OCTOBER 2023 3 GENERAL INFORMATION Assalamualaikum Wrt. Wbt., Welcome Welcome, participants, to CORENA 2023, thoughtfully crafted by the Communication and Media Centre (COMET). This year's theme, 'Media and Communication in Shaping the Future: Navigating Trends and Transformations,' promises exciting explorations into our rapidly evolving field. We're excited to embark on this journey with you, fostering knowledge exchange, and envisioning the profound impact of media and communication on our collective future. Let's engage, learn, and shape the discourse together! Organizer: Communication and Media Centre (COMET), AbdulHamid AbuSulayman Kulliyyah of Islamic Revealed Knowledge and Human Sciences, International Islamic University Malaysia. Conference Theme: Media and Communication in Shaping the Future: Navigating Trends and Transformations Venue: At-Tabari Meeting Room Instructional Lab Contact: [email protected] +6012 2735627 (WhatsApp)
CORENA 2023 THURSDAY | 5 OCTOBER 2023 4 INTRODUCTION TO COMET About COMET, the Communication and Media Centre, is a dynamic academic and research hub dedicated to advancing the fields of media and communication. Our mission is to explore, innovate, and empower individuals and organizations by providing valuable insights, resources, and education in these ever-evolving disciplines. Through our research, education, and engagement, we aim to contribute significantly to this vision. Our Expertise COMET is home to a diverse and interdisciplinary team of scholars, researchers, and professionals who specialize in a wide range of areas, including media studies, communication research, digital media, advertising, health communication, political communication, and more. This breadth of expertise allows us to address complex challenges and opportunities in the field comprehensively. Research Excellence We are committed to conducting innovative and impactful research. Our investigations explore critical issues such as media literacy, digital media effects, health communication, Islamic advertising, and political communication. Our findings are shared with the academic community and beyond to inform policymaking and foster positive change. Education and Outreach COMET is dedicated to empowering future generations of media and communication professionals. We offer educational programs, resources, and partnerships designed to enhance media literacy, critical thinking, and ethical communication practices. At COMET, we believe in the transformative power of communication and media. Join us in our mission to shape the future of these fields, fostering a more informed, connected, and empowered world. Together, we're writing the next chapter in media and communication excellence. Follow us for the latest updates and insights on media and communication trends. LinkedIn: my.linkedin.com/company/communication-and-media-centre-comet Facebook: facebook.com/comet.iium Instagram: instagram.com/ @comet.iium Tiktok: tiktok.com/@comet.iium Youtube: youtube.com/@comet-iium Website: comet.iium.edu.my
CORENA 2023 THURSDAY | 5 OCTOBER 2023 5 FOREWORD BY ADVISOR PROFESSOR DATO’ SRI DR. SYED ARABI BIN SYED ABDULLAH IDID Advisor, Communication and Media Centre (COMET) It is with great pleasure and a profound sense of anticipation that I welcome you to the Communication Research Seminar (CORENA) 2023, organized by the Communication and Media Centre (COMET). As we gather here, we embark on a journey of exploration and discovery, guided by the theme "Media and Communication in Shaping the Future: Navigating Trends and Transformations." The global landscape of media and communication is in constant flux, presenting us with new challenges and opportunities. As we navigate these trends and transformations, it is essential that we come together to share our insights, engage in meaningful dialogues, and collectively envision the path forward. CORENA 2023 aims to facilitate precisely this, fostering an environment where ideas flourish, collaborations are born, and knowledge is advanced. I would like to extend my heartfelt appreciation to all the participants, presenters, organizers, and sponsors who have contributed to making this seminar possible. Your dedication to the field of communication research is commendable, and it is through your commitment that we continue to push the boundaries of knowledge. As we embark on this intellectual journey, I encourage you to fully immerse yourselves in the diverse perspectives and rich discussions that CORENA 2023 offers. Let us leave this seminar not only with enhanced understanding but also with a renewed sense of purpose to shape the future of media and communication positively. Thank you for being a part of CORENA 2023!
CORENA 2023 THURSDAY | 5 OCTOBER 2023 6 SEMINAR PROGRAM SUMMARY TIME PROGRAM 9.00 AM Participant Registration 9.20 AM Doa recitation Welcoming Remarks by COMET Coordinator, Associate Professor Dr. Shafizan Mohamed 9.45 AM Opening Speech by by COMET Advisor, Dato’ Sri Dr. Syed Arabi Idid Montage 10.00 AM PARALLEL SESSION 1 Session 1 (A) At-Tabari Meeting Room Session 1 (B) Instructional Lab Political and Family Communication Media Research 11.30 AM PARALLEL SESSION 2 Session 2 (A) At-Tabari Meeting Room Session 2 (B) Instructional Lab Media and Education Strategic Communication 1.00 PM LUNCH AND ZUHR 2.00 PM PARALLEL SESSION 3 Session 3 (A) At-Tabari Meeting Room Session 3 (B) Instructional Lab Health Communication Communication and Media 3.45 PM Closing and Presentation of Certificates END OF CORENA 2023
CORENA 2023 THURSDAY | 5 OCTOBER 2023 7 LIST OF PRESENTATIONS 5 th October 2023 Sub-theme: Parallel Session 1 (A): Political and Family Communication Time: 10AM - 11.30 AM Venue: At-Tabari Meeting Room Moderator: Dr. Rizalawati Ismail No. Paper Title and Presenter 1. The Trust in The Malaysian Judiciary: A Public Opinion Perspective? Prof. Dato’ Sri Dr. Syed Arabi Idid & Nor Shuhada Kamaruddin 2. Third Person Effect: What’s Wrong with Satire? Eliza Ezzauddin Hussein, Ireena Nasiha Ibnu, Noor Khairin Nawwarah Khalid & Afiq Adeeb Afandy 3. Exploring Family Communication Dynamics: A Study of Senior Citizens’ Perceptions and Expectations. Dr. Rizalawati Ismail 4. COVID-19 Third Person Effect: Superiority of Self and Family than Others Eliza Ezzauddin, Noor Khairin Nawwarah Khalid and Kamal Kamaluddin 5 th October 2023 Sub-theme: Parallel Session 1 (B): Media Research Time: 10.00 am- 11.30 am Venue: Instructional Lab Moderator: A.P Dr. Tengku Siti Aisha No. Paper Title and Presenter 1. Antecedent Factors That Affect Purchase Intentions Of Korean Consumer Products: A Focus On K-Drama Binge-Watchers In Malaysia A.P Dr. Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen, A.P Dr. Adlina Ariffin, Ma Xiao Chun & Muhammad Al-Khwarizmi Gamon 2. Coverage of Death in Selected Malay Online Newspapers: Analysis of Online Harian Metro, Sinar Harian and Utusan Malaysia Dr. Nerawi Sedu 3. Exposure To Islamic Celebrity Preachers' Controversial Issues On Twitter/X And Parasocial Interaction With Islamic Celebrity Preachers Muhammad Syahmi Zalani 4. Agenda-Setting and the Representation of Women and Children in Al Jazeera and BBC Media Coverage of the May 2021 Israeli-Palestinian Conflict Yahya Al Banna & Norbaiduri Ruslan
CORENA 2023 THURSDAY | 5 OCTOBER 2023 8 5 th October 2023 Sub-theme: Parallel Session 2 (A): Media and Education Time: 11.30 AM to 1.00 PM Venue: At-Tabari Meeting Room Moderator: Dr. Harmi Taazim No. Paper Title and Presenter 1. Intergenerational communication and conflict among young generation in IIUM: An exploratory study on filial piety Nurul Haziqah binti Mohammed Zin, Tan Jian Shiang & Norbaiduri Ruslan 2. From Chalk to AI: The Evolution of Teaching and Learning Madam Mazni Buyong 3. TV Sportscasting in the New Age Dr. Harmi Taazim 4. Exploring Iium Gombak Students’ Perception And Actual Use Of ChatGPT For Educational Purposes: A Quantitative Study Haekal Adha AL-Ghiffari, Nafisa Mayukh, Nur Amanina Mat Najib, Xiao Chun Ma and Norbaiduri Ruslan 5 th October 2023 Sub-theme: Strategic Communication Time: 11.30 AM to 1.00 PM Venue: Instructional Lab Moderator: A.P Dr. Aini Maznina No. Paper Title and Presenter 1. Use of Social Media for Employee Communication and Information Dissemination among Librarians A.P Dr. Aini Maznina A. Manaf 2. Islamic IMC and its Significance to the Halal Industry A.P Dr. Aida Mokhtar 3. Social Media Algorithm and Dermatological Products Dr. Norbaiduri Ruslan 4. The Impact of 4P’s of Marketing on Students’ Purchase Decision Imran Ssemudu and Faiswal Kasirye
CORENA 2023 THURSDAY | 5 OCTOBER 2023 9 5 th October 2023 Sub-theme: Parallel Session 3 (A): Health Communication Time: 2.00 PM to 3.30 PM Venue: At-Tabari Moderator: Dr. Helmi Yusoh No. Paper Title and Presenter 1. The Perceptions and Attitudes of Food Delivery Applications Users in the Klang Valley Towards Healthy Options: An Exploratory Study Dr. Helmi Yusoh 2. CSR News Framing During the Covid-19: Content Analysis of New Straits Times and The Edge Market Malaysia Haekal Adha Al-Giffari 3. Cyberchondria and eHealth Literacy: A Study of Online Health InformationSeeking Behaviour among University Students Nafisa Mayukh 4. Integration of the Health Belief Model (HBM) and the Theory of Planned Behavior (TPB) in predicting Health Intention and Behaviour Nurul Haziqah binti Mohammed Zin & Norbaiduri Ruslan 5 th October 2023 Sub-theme: Parallel Session 3 (B): Communication and Media Time: 2.00 PM to 3.30 PM Venue: Instructional Lab Moderator: A.P Dr. Zeti Azreen Ahmad No. Paper Title and Presenter 1. Cybercrimes in Social Media: Exploring Social Media Users’ Response and Preparedness A.P Dr. Zeti Azreen Ahmad & Asmawati Asas 2. Validating Tahfiz Index Performance (TPI) using Rasch Analysis Dr. Norbaiduri Ruslan and Dr. Azam Othman 3. Behavioral Intention Towards Khairul Aming’s Cooking Video Nur Amanina Mat Najib 4. Digital Parenting Modules to help Malaysian Parents Nurture Digitally Resilient Children A.P Dr. Shafizan Mohamed, Dr. Nur Shakira Mohd Nasir & Dr. Wan Norshira Wan Ghazali
CORENA 2023 THURSDAY | 5 OCTOBER 2023 10 LIST OF ABSTRACTS CORENA 001: THE TRUST IN THE MALAYSIAN JUDICIARY: A PUBLIC OPINION PERSPECTIVE Syed Arabi Idid Nor Shuhada Kamaruddin International Islamic University Malaysia Why is the judiciary so essential to society? The judiciary is the bulwark of injustice where ordinary people seek redress from abuses and ill-treatment from misguided authorities. Citizens demand that justice be appropriately dispensed as everyone appears equal in the eyes of the law. Citizens expect the rule of law to be exercised wisely and fairly. There is the constant expectation that justice will be met promptly and wisely by people who are wellversed and mannered in law. In short, people have high trust in the judiciary. This is perhaps a normative statement in line with the expectations that lawyers and judges are committed to their profession and insulated from any external interference in the exercise of their work. Like other institutions, the judiciary has not been held as highly as it should be, according to several polling agencies’ findings. Gallup Poll conducted several surveys on varied institutions and found that the trust varied among them and across time. The trust in the judiciary is also diverse across countries, as some value the work done by the judges and appreciate the system. In contrast, in other countries, the level of trust is relatively low. This study investigates the level of trust in the legal and judiciary among Malaysians of various races and incomes. Some studies take judiciary only to mean the judges and lawyers, while others accept the term to suggest only the judges. The study accepted media exposure, race, and income as variables to explain the level of trust in the judiciary. Face-to-face nationwide interviews were conducted with 1,638 respondents in October 2022. This study featured eight supervisors and 38 enumerators, with each interview lasting between 30 and 45 minutes. Due to the health condition (COVID-19), we maintained our vigilance and asked enumerators to take the appropriate safety measures. The study found some correlations between income and media exposure to the level of trust in the judiciary among Malaysians. Keywords: Gallup Polls, Institutions, Judiciary, Survey, Trust .
CORENA 2023 THURSDAY | 5 OCTOBER 2023 11 CORENA 002: THIRD PERSON EFFECT: WHAT’S WRONG WITH SATIRE? Eliza Ezzauddin Hussein Ireena Nasiha Ibnu Afiq Adeeb Afandy Faculty of Communication & Media Study, Universiti Teknologi MARA Noor Khairin Nawwarah Khalid International Islamic University Malaysia Political satirical illustration can be one of the interesting forms of expression tool that helps form opinions for people in political issues and discussions. However, the content of the political satirical illustration can be disturbing, especially for countries which have complex socio demographical background like Malaysia. By using Third Person Effect (TPE) Theory, this research explores the Malaysian youth’s understanding of political satirical illustration and how it would enhance freedom of expression in Malaysia. This study employs qualitative methodology using in-depth virtual face-to-face interview with 12 Malaysian youth aged from 18 to 30 years old in Selangor. The virtual face-to-face interview was conducted via online meeting platforms around 40 to 90 minutes. Findings from this study revealed that consuming and creating satirical illustrations would help enhance the respondents’ freedom of expression. However, while the respondents recognized that such illustrations frequently depict humiliating and demeaning images, this does not negate the need for such expression in our country. From the TPE perspective, the respondents reported that the political satirical illustration can influence the respondents’ self and others political expression. Hence, this article suggests that policy makers should allow capable Malaysian to report any unethical or societal harmony disruptive illustrations rather than controlling or restricting freedom of expression using the law per se. Keywords: Political satirical illustration; Third Person Effect; Freedom of expression; satire; Malaysian youth.
CORENA 2023 THURSDAY | 5 OCTOBER 2023 12 CORENA 003: EXPLORING FAMILY COMMUNICATION DYNAMICS: A STUDY OF SENIOR CITIZENS’ PERCEPTIONS AND EXPECTATIONS Rizalawati Ismail International Islamic University Malaysia This study investigates family communication dynamics, focusing on senior citizens' perceptions and evolving expectations. Through structured interviews using simple questions, it uncovers the intricate dynamics of intergenerational interactions. Demographic factors like marital status, education level and living arrangements contextualize communication patterns. The research also explores how evolving communication trends and technology impact senior citizens' interactions with their adult children. It delves into how these shifting perceptions and expectations shape family relationships over time. All interviews conducted in this study were meticulously transcribed and analyzed descriptively, providing valuable insights for enhancing our understanding of family communication and intergenerational relationships in contemporary society. Keywords: Senior citizens, Family, Intergenerational, Technology, Education
CORENA 2023 THURSDAY | 5 OCTOBER 2023 13 CORENA 004: Intergenerational communication and conflict among young generation in IIUM: An exploratory study on filial piety Nurul Haziqah binti Mohammed Zin Tan Jian Shiang Norbaiduri Ruslan International Islamic University Malaysia In 2020, Malaysia has steadily dawned towards an aging nation with seven percent of its population aged 65 and above. It is forecasted that Malaysia will be an “aged society” by 2044, with 14 percent of its population would be represented by individuals aged 65 years and above. Since many nations, including Malaysia, are aging, it is important to understand the intergenerational relationships between the elderly and younger people. In fact, intergenerational relationships within families and kinship have become prevalent in public debate and scientific inquiry. When the issue at hand concerns intergenerational relationships, it also entails the discourse on intergenerational communication. Due to the age disparities’ factor, it is anticipated that conflict would ensue amongst the intergenerational communicating individuals. Arguing from that, the researchers aimed to investigate how Malaysia's younger generation, particularly university students (IIUM), dealt with intergenerational conflict. The research objectives are: (1) To find out the level of intergenerational communication conflict likelihood among younger generation; (2) To know the level of intergenerational communication conflict seriousness among younger generation; (3) To determine the level of filial piety among younger generation; and (4) To identify the level of cultural religiosity among younger generation. This paper reports the descriptive analyses of the above-mentioned variables to explore the pattern of intergenerational communication and conflict and measures the level of filial piety and cultural religiosity among younger generations. A total number of 200 respondents were sampled, however only 193 responses were usable for further analysis. Findings from the study illuminate the phenomenon of intergenerational communication and conflicts among young generations which informed us that there are many areas to explore when intergenerational relationships are concerned. Keywords: Intergenerational, intergenerational communication, intergenerational relationships, aging society, cultural religiosity, intergenerational conflict, filial piety
CORENA 2023 THURSDAY | 5 OCTOBER 2023 14 CORENA 005: CYBERCRIMES IN SOCIAL MEDIA: EXPLORING SOCIAL MEDIA USERS’ RESPONSE AND PREPAREDNESS A.P. Dr. Zeti Azreen Ahmad & Asmawati Asas International Islamic University Malaysia Cybercrime has becoming rampant and affecting people all around the world. Regardless of age, gender, or profession everyone has the potential to be victim. This study was initiated in response to the recent surge in online scams on social media. A few friends have been fallen victims when their social media accounts were hacked, and scammers impersonated as them appealing for money or selling products. In some instances, scammers created a new social media account and added victim’s contacts. Some of these contacts responded to the request resulting in financial lost. Similar modus operandi applies to organisations when scammers masquerading as employees or leaders of the organisation and offers lucrative rewards for investment or sales reduction. This study aims to explore how social media users respond to scams occurring through social media platforms and their perceived ability to protect themselves from being victims. This qualitative study will adopt semi-structured interviews with active social media users using Google Meet as a platform for the interviews. Findings of this study hope to provide insight to respective authority on social media users behavior in responding to cybercrimes and their state of preparedness in dealing with cyberthreats. Such insight enables the authority to know how best to empower social media users in navigating the social media platforms safely. Keywords: cybercrime, scams, social media
CORENA 2023 THURSDAY | 5 OCTOBER 2023 15 CORENA 006: ANTECEDENT FACTORS THAT AFFECT PURCHASE INTENTIONS OF KOREAN CONSUMER PRODUCTS: A FOCUS ON K-DRAMA BINGE-WATCHERS IN MALAYSIA Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen Adlina Ariffin Ma Xiao Chun Muhammad Al-Khwarizmi Gamon International Islamic University Malaysia Audience involvement through attachment with media personae and immersion in media content is a growing area in communication research. Scholars argue that audience involvement is important as mediated characters can act as social agents and influence their fanbase. Therefore, we seek to examine two forms of audience involvement with K-dramas: parasocial interaction and transportation, among K-drama binge-watchers. Due to the recent surge of Hallyu in Malaysia, K-dramas are a top choice for the streaming audience. Thus, as binge-watchers eagerly consume K-drama content on streaming platforms, their involvement with K-dramas may influence how they feel about Korean culture and subsequently their intention to purchase Korean consumer products. Consequently, the research objectives of this study are twofold: (a) to identify predictors of intention to purchase Korean consumer products, and (b) to examine the mediating role of parasocial interaction (PSI), transportation (MT), and binge-watching tendencies (BWT) in the relationship between cultural affinity (CA) and intention to purchase consumer products from Korea (PI). Seven hypotheses were proposed in this study. An online survey was distributed among undergraduate students taking communication courses from March to June 2023. Respondents must use streaming platforms and be familiar with K-dramas to participate in the study (N = 219). Zero-order correlations and the parallel mediation analysis using PROCESS macro (model 4) was used to test the hypotheses of the study. Five hypotheses were supported; CA, PSI and BWT positively predicted PI. Also, PSI and BWT mediated the relationships between CA and PI. Implications of these findings on research linking contemporary audience involvement and consumer behavior will be deliberated. Keywords: Audience Involvement, Cultural Affinity, Parasocial Interaction, Purchase Intentions, Transportation
CORENA 2023 THURSDAY | 5 OCTOBER 2023 16 CORENA 007: THE COVERAGE OF DEATH IN SELECTED ONLINE MALAY NEWSPAPERS: AN ANALYSIS OF ONLINE HARIAN METRO, SINAR HARIAN AND UTUSAN MALAYSIA Nerawi Sedu International Islamic University Malaysia The study is aimed to analyse how Malaysian online Malay newspapers covered news on death. Death story is one of the news items which is reported daily by any newspapers, whether print or online. The study only collected any fresh news on recent deaths, involving humans only, which happened in the month of September 2023. The study excluded any news which is categorized as court cases or published as feature story or tribute or follow up news which were already reported in the previous months (before September 1, 2023) or years. The data were collected from three widely read online newspapers or news portals i.e., online Harian Metro, online Sinar Harian and online Utusan Malaysia. The data (i.e., the news) were collected from three main sections only: utama (main page), mutakhir (update) nasional (national or domestic) and global or international news. The data for the study were collected for a period of 20 days, starting from 1 of September until 20 September 2023 and the data were thematically analyzed. The initial data analysis indicated that death stories published by the newspapers were based on certain factors such as the nature of death, the number of victims involved, who died, or who were involved. The findings also showed that the details for the stories were obtained or gathered from official sources such as the police department or the authority. Keywords: death, fresh news, news values
CORENA 2023 THURSDAY | 5 OCTOBER 2023 17 CORENA 008: EXPOSURE TO ISLAMIC CELEBRITY PREACHERS' CONTROVERSIAL ISSUES ON TWITTER/X AND PARASOCIAL INTERACTION WITH ISLAMIC CELEBRITY PREACHERS Muhammad Syahmi Mohamad Zalani International Islamic University Malaysia There are a lot of Muslim preachers around the globe doing Da’wah as a mission to expand the value of Islamic faith. We can observe in this modern era, the method of Da’wah is already evolving from as simple as preaching using the mouth and body gesture to using technology and new media that are more sophisticated and intricate. The concept of Muslim preachers or Da’i is also evolving alongside technology. They use new media such as social media to spread the message of Islam and gain many followers hence make the Da’i a celebrity preacher. The concept and background of celebrity preachers has already been studied but it is rather scarce in Malaysia, especially the impact and potential toward spreading the message of Islam. Islamic Celebrity Preachers (ICP) always be a reference for the society when it comes to religious matters but in recent days a lot of controversies related to ICP have been stirred up inside any social media platform and this will raise many questions regarding the effect towards the image of Islam. The aim of this study is to analyse the perception and involvement of Twitter/X users towards Islamic celebrity preachers. The main question that has been highlighted is What type of response from IIUM students regarding ICP in Twitter/X and are the students following this controversy in Twitter/X. Quantitative analysis will be conducted to get a general view towards ICP. Five hundred students from the International Islamic University Malaysia will be chosen using simple random sampling to answer the survey questionnaire. There will be four components in the questionnaire which is Twitter/X frequency use, exposure to ICP, behaviour toward controversies and parasocial interaction towards ICP. The finding for this study will assume that the majority of the students have followed the news regarding ICP controversies on Twitter/X and parasocial interaction between students and ICP are lower and the students have a bad perception towards ICP. Keywords: Controversies, Da’wah, Islamic celebrity preachers, Parasocial Interaction, Twitter/X, Quantitative Analysis.
CORENA 2023 THURSDAY | 5 OCTOBER 2023 18 CORENA 009: BEHAVIORAL INTENTION TOWARDS KHAIRUL AMING’S COOKING VIDEOS Nur Amanina Binti Mat Najib International Islamic University Malaysia Understanding the intentions of audiences is crucial for content creators like Khairul Aming to enhance their performance and increase engagement. This study investigates the variables that influence audiences' intentions towards Khairul Aming’s cooking videos, including perceived usefulness (PU), perceived ease of use (PEOU), likability towards celebrity (LTC), behavioral intention (BI), and actual behavior (AB). Therefore, the research aims to provide marketers, advertisers, and TV producers with valuable insights about the behavioural intentions of Khairul Aming’s audiences. In addition, the study employed a modified version of the Technology Acceptance Model (TAM) by Davis (1989) and utilized questionnaires to collect data. A total of 177 responses were gathered from Malaysians who follow Khairul Aming on his social media platforms. Data was collected using a Google form, and the survey link was shared online and offline via WhatsApp and printed QR codes. The questionnaire consists of six sections: Section A focuses on demographic profiles, while Sections B to E cover the independent and mediating variables. The final section, Section F, assesses the dependent variable. The analysis reveals that all relationships examined werehighly significant and positively correlated. Notably, the independent variables, including PU (r = .64), PEOU (r = .66), LTC (r = .60), and BI (r = .72), exhibited strong associations with AB. The findings indicate that audiences perceive Khairul Aming’s cooking videos as useful and easy to follow forcooking purpose, audiences have high likability towards Khairul Aming’s personality, and their behavioral intention significantly influences actual behavior. Keywords: Khairul Aming, Behavioral Intention, Cooking Videos
CORENA 2023 THURSDAY | 5 OCTOBER 2023 19 CORENA 010: AGENDA-SETTING AND THE REPRESENTATION OF WOMEN AND CHILDREN IN AL JAZEERA AND BBC MEDIA COVERAGE OF THE MAY 2021 ISRAELIPALESTINIAN CONFLICT Yahya Al Banna Norbaiduri Ruslan International Islamic University Malaysia ABSTRACT This study delves into the agenda-setting and representation of women and children in the media coverage of the May 2021 Israeli-Palestinian Conflict by Al Jazeera and the BBC. A quantitative content analysis approach was employed as the most suitable method for an indepth exploration of how both news outlets portrayed women and children during the conflict. The news reporting was examined over two weeks, from May 11th to May 21st, 2021, from the start of the war until the announcement of the cease-fire. A total of (N =196) news reports and breaking news were collected, with 115 from Al Jazeera and 81 from the BBC. The study's instrument focused on assessing the media's agenda and representation of women and children. Data were categorized for Palestinian women, Israeli women, Palestinian children, and Israeli children. Visual representation in news images was analysed across six themes: (1) women/children amidst the rubble, (2) sadness, (3) fear, (4) the wounded of war, (5) victims of violence, and (6) normal. Additionally, the objectivity of news coverage was assessed through frames such as conflict, morality, responsibility, women's rights, and child rights, as well as by examining sources of news (official and non-official) and the overall direction of news reports. The study's findings revealed that both networks predominantly centered their news coverage on "Palestinian children," followed by "Palestinian women." Conversely, Israeli women received the least attention. In their news images, Al Jazeera portrayed women and children more frequently as "victims of violence" compared to the BBC, while the BBC presented them as more "normal" in their portrayal. The study also indicated that both networks primarily framed their coverage within the context of child's rights and conflict. The BBC heavily relied on Israeli official sources as the primary information source in their news reports (74%, n=59), whereas Al Jazeera placed a substantial reliance on correspondents (91%, n=101). As such, the study's findings suggest that Al Jazeera provided a more neutrality in reporting of women and children during the conflict in comparison to the BBC. Keywords: Palestine, Agenda Setting, BBC, Al Jazeera
CORENA 2023 THURSDAY | 5 OCTOBER 2023 20 CORENA 011: DIGITAL PARENTING MODULES TO HELP MALAYSIAN PARENTS NURTURE DIGITALLY RESILIENT CHILDREN Shafizan bt Mohamed Nur Shakira Mohd. Nasir International Islamic University Malaysia Wan Norshira Wan Ghazali Universiti Sultan Zainal Abidin Children who are digitally resilient are empowered to use the Internet and social media to acquire knowledge, develop new skills, utilise digital technologies, express and develop their personalities, and engage in a variety of other beneficial activities. However, due to the equally risky and dangerous possibilities that come with digital use, many parents become confused and unsure about how best to confront their children’s digital experience. Thus, a survey on 600 Malaysian parents was conducted in March 2022 to gain a better understanding of the real constraints that Malaysian parents face in the digital world so that effective strategies can be developed to assist them in becoming enabling digital parents capable of maximizing digital opportunities and mitigating digital risks for their children. This Modul Keibubapaan Digital (KID) is a digital parenting module that was developed out of this research study. The module covers a range of topics, including online safety, social media use, cyberbullying, and digital citizenship. The goal of these modules is to equip Malaysian parents with the knowledge and tools they need to be their children's digital enablers and to help nurture digitally resilient children. By engaging in this module, parents can learn how to effectively communicate with their children about online risks, set appropriate boundaries and guidelines, and foster a positive digital environment in which their children can thrive. In addition, this module is contextualized and customized to be culturally sensitive to the needs and experiences of Malaysian parents' and can serve as a form of lifelong learning, encouraging families to acquire relevant digital parenting information and skills to raise successful human beings with noble ideals and qualities. Key words: Digital Parenting, Enablers, Digitial Resilience, Lifelong Learning, Parenting Module
CORENA 2023 THURSDAY | 5 OCTOBER 2023 21 CORENA 012: FROM CHALK TO AI: THE EVOLUTION OF TEACHING AND LEARNING Mazni Buyong International Islamic University Malaysia The landscape of education has undergone a profound transformation over the past few decades, driven by the relentless advancement of technology. "From Chalk to AI: The Evolution of Teaching and Learning" delves into the dynamic journey of education, tracing the shift from traditional pedagogical methods to the integration of Artificial Intelligence (AI) in classrooms and online learning platforms. This article explores the historical context of education, highlighting the chalkboard era and its challenges, before navigating through the era of digitalization and AI-powered educational tools This comprehensive analysis examines the impact of AI on various aspects of education, such as curriculum development, personalized learning, assessment methods, and classroom dynamics. It assesses the advantages and limitations of AI-driven education, shedding light on the critical role of educators in this evolving landscape. Through a blend of qualitative and quantitative research, this article also investigates the effectiveness of AI in improving learning outcomes, addressing educational disparities, and fostering innovation in teaching methodologies. It underscores the need for a balanced approach that harnesses the benefits of AI while preserving the essential human element in education. By understanding this evolution, educators, policymakers, and stakeholders can make informed decisions to shape the future of teaching and learning in a digitally driven world. Keywords: Classroom, Artificial Intelligence, Education, Traditional
CORENA 2023 THURSDAY | 5 OCTOBER 2023 22 CORENA 013: VALIDATING TAHFIZ INDEX PERFORMANCE (TPI) USING RASCH ANALYSIS Dr. Norbaiduri Ruslan and Dr. Azam Othman International Islamic University Malaysia This paper reports the development and validation of index score that directly addressed aspects and features of Tahfiz schools in Peninsular Malaysia, using Rasch analysis. Rasch analysis offers evidence of validity and reliability of an instrument and data. The Tahfiz School Performance Index aims to empower Tahfiz schools to self-assess their performance as an institution. It can also potentially be used to benchmark different Tahfiz schools, allowing the institutions to learn and develop from one another, thus elevating the quality of Tahfiz education. The index was tested on a sample of 1384 respondents comprising of Tahfiz school alumni, teachers, and administrators, using the Rasch Rating Scale Model. The study sampled 52 registered Tahfiz schools from different parts of Peninsular Malaysia. The Tahfiz School Performance Index is an attempt to improve the quality of education at Tahfiz Schools by having a standardized measurement that includes the key areas that are important to their performance. Using the Rasch Rating Scale Model, this paper has demonstrated the validity and reliability of the index, particularly evidence of construct validity. At the same time, further work is needed to address some issues related to the index, such as the ease of endorsement of index’s items. Certain items related to Tahfiz education were misfitting and had to be excluded. Further examination is needed to determine the validity of these items, which would improve the index as an indicator of Tahfiz school performance. As the demand for Tahfiz education increases, performance measures are important to ensure that Tahfiz schools can offer quality education. For governmental bodies such as the Ministry of Education, this index can monitor the progress and performance of the Tahfiz education sector. Knowledge of the Tahfiz Schools’ status, condition, strengths, as well as weaknesses would enable educational authorities to develop strategies that would continuously enhance the quality in the Tahfiz education sector. Keywords: Rasch Rating Scale Model, Tahfiz school performance, Rasch analysis, Index score test and measurement
CORENA 2023 THURSDAY | 5 OCTOBER 2023 23 CORENA 014: EXPLORING IIUM GOMBAK STUDENTS’ PERCEPTION AND ACTUAL USE OF CHATGPT FOR EDUCATIONAL PURPOSES: A QUANTITATIVE STUDY Haekal Adha AL-Ghiffari, Nafisa Mayukh, Nur Amanina Mat Najib, Xiao Chun Ma and Norbaiduri Ruslan International Islamic University Malaysia The emergence of ChatGPT has raised debates, especially in the field of academia. Its sophisticated feature assists students in improving academic performance as well as raising ethical concerns about its use. Yet, the awareness of ChatGPT in the academic field remains limited. This exploratory study aimed to examine the relationship between Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Subjective Norms (SN), Ethical Concerns (EC), and Actual Use (AU) of ChatGPT for educational purposes among university students. Technology Acceptance Model (TAM) was used in applying this study. A quantitative crosssectional design employing a random sampling method of clustering was conducted with 156 students as the targeted sample. The findings revealed a positive and significant association between the variables, indicating that students' perception of ChatGPT's usefulness, ease of use, and the influence of others' views are related to their actual usage of the system. Interestingly, EC did not show a significant relationship with AU, suggesting that ethical concerns have a limited influence on students' decisions to use ChatGPT in an educational context. Furthermore, subjective norms and perceived ease of use emerged as the primary predictors of AU, highlighting the importance of others' opinions and the system's ease of use in influencing students' adoption. However, this research has certain limitations, including a restricted number of variables examined without considering mediating factors. Future studies can be dedicated to exploring additional variables such as provided facilities or intention to use, incorporating mediating variables, and including a more diverse sample to enhance understanding of the factors influencing the use of ChatGPT for educational purposes. Keywords: ChatGPT, TAM, university students, education
CORENA 2023 THURSDAY | 5 OCTOBER 2023 24 CORENA 015: THE IMPACT OF 4P’S OF MARKETING ON STUDENTS’ PURCHASE DECISIONS Imran Ssemudu Faiswal Kasirye International Islamic University Malaysia Through marketing mix, there are many ways of promoting a business, such as a supermarket or a mini-mart. The core function of the marketing mix in the current commercial world is to satisfy the customer’s expectations and needs. Therefore, organizations offer promises through the marketing mix using tools such as the product, price, promotion, and place to attract customers and fulfil their expectations. Companies and organizations tend to give affordable prices on top of the quality products they sell to their customers. This study, therefore, aims to examine the Impact of the 4Ps of marketing on students' purchase decisions in university mini-marts. Specifically, the study assesses the levels of product quality, price, promotion, place, and purchase decision amongst IIUM students. In addition, correlation analysis is run to determine whether there is a relationship between product quality, price, promotion, and place with purchase decisions among university students who shop at university marts. The study utilizes the Theory of Planned Behaviour to explain the relationships between the variables. The quantitative research design and survey method with a questionnaire as thetool for data collection were used in this research. A total of 170 IIUM students participated in this study. The study findings reveal that students tend to consider price and place as essential tools in buying from the university mini-marts. In addition, the students also revealed that they do not consider product quality and promotion when deciding to purchase from the university mini-marts because of the factors highlighted in the study. The Theory of Planned Behaviour is also supported in this study. Keywords: marketing mix, product, price, promotion, place, purchase decision, the theory of Planned Behaviour, university mini-marts.
CORENA 2023 THURSDAY | 5 OCTOBER 2023 25 CORENA 016: INTEGRATION OF THE HEALTH BELIEF MODEL (HBM) AND THE THEORY OF PLANNED BEHAVIOR (TPB) IN PREDICTING HEALTH INTENTION AND BEHAVIOR Nurul Haziqah binti Mohammed Zin Norbaiduri Ruslan International Islamic University Malaysia Numerous health behavior theories attempt to shed light on the relationship between social and psychological factors that impact an individual's health behavior. Firstly, the actual study aims to integrate the Health Belief Model (HBM) and the Theory of Planned Behavior (TPB) to explore the interrelationships among various variables within these two theoretical frameworks. The objective is to understand people's health intentions and behaviors comprehensively. Moreover, the study includes new media to examine its influence on TPB, eventually leading to health intention and behavior. However, most past studies have yet to investigate the impact of new media; hence, the actual study will fill the gap. Therefore, this paper would like to explore past studies integrating HBM and TPB into a single framework that investigated and predicted individuals’ health intentions and behaviors. HBM and TPB are grounded in an expectancy-value framework and posit that the health decision-making process is driven by rationality. HBM proposes that the decision-making process connected to health is grounded in fundamental concepts, including perceptions of threats (perceived susceptibility and severity), behavioral evaluations (perceived benefits and perceived barriers), cues to action, and self-efficacy. Meanwhile, TPB posits that a person's behavior may be anticipated based on their behavioral intention. Attitude, subjective norms, and perceived behavioral control influence behavioral intention. Several scholars have investigated the integrated model of HBM and TPB in predicting health intention and behavior. Sihombing (2023) aimed to indicate factors influencing individuals’ intention to get a COVID-19 vaccine. The analysis results showed that seven of the nine research hypotheses are supported. The seven hypotheses provided evidence for the impact of media exposure on individuals' perceived benefits, perceived barriers, and perceived behavioral control. The media, particularly social media, has a significant role in shaping individuals' perspectives of daily events. Next, Yang (2014) investigated the social cognitive factors that impact the intentions of adults to get the H1N1 vaccination. The findings indicate that the relationship between the HBM variables and behavior is likely to be indirect. This was observed using path analysis, as well as additional tests examining mediation and moderation effects. Specifically, it was found that the HBM variables were indirectly associated with behavioral intentions, as their relationship was either mediated or moderated by variables from the TPB. Identifying the factors that influence individuals' intentions to engage in healthy behavior, which subsequently leads to adopting a healthy lifestyle, is of paramount importance. This insight is particularly crucial for policymakers, such as government officials, as it enables them to devise targeted interventions that effectively promote the adoption of healthy behaviors among people in general. Keywords: Health Communication, new media, Health Belief Model, Theory of Planned Behavior, behavioral theories, health intention and behavior, healthy lifestyle, integrated model
CORENA 2023 THURSDAY | 5 OCTOBER 2023 26 CORENA 017: USE OF SOCIAL MEDIA FOR EMPLOYEE COMMUNICATION AND INFORMATION DISSEMINATION AMONG LIBRARIANS A.P. Dr. Aini Maznina International Islamic University Malaysia Librarians play an important role in assisting users in the process of disseminating information to the community internally and externally. Traditionally, libraries serve the academic community during their physical visit to the libraries. Nevertheless, in line with the advanced information and communication technology nowadays, university libraries require communication strategy, which is fast, cost effective, and convenient to both employees and users. Effective use of social media is instrumental in ensuring the fulfilment of these roles. Social media are seen as effective communication platforms for luring and keeping customers who are already familiar with and involved in the world of new forms of networking as libraries strive to remain relevant with contemporary audiences. At the same time, social media are also considered as an effective platform for employee communication. This research explores the use of social media in the dissemination of information and employee communication among librarians of the International Islamic University Malaysia. Qualitative interview research design will be used in this study. The findings and implications of the study will be discussed in this paper. Keywords: Employee communication, information dissemination, library, social media, university
CORENA 2023 THURSDAY | 5 OCTOBER 2023 27 CORENA 018: ISLAMIC IMC AND ITS SIGNIFICANCE TO THE HALAL INDUSTRY A.P Dr. Aida Mokhtar International Islamic University Malaysia The halal industry globally is becoming one of the largest industries in the world with food, finance and banking, cosmetics and pharmaceutical products dominating. Islam should be imbued in the end-to-end process of the shopping experience that involves in e-commerce, the first stage of putting a request for products to the final stage of shipping them to buyers of which Islamic integrated marketing communication (IMC) is embedded. Islamic IMC the unification of marketing communication tools that adhere to Islam. As Islam is a way of life, its holistic orientation means that it should permeate all components of IMC and be used to promote products in the halal industry to a predominantly Muslim market making Islamic IMC significant to the halal industry. Islamic IMC focuses on the ideals and embraces a prescriptive nature as it adheres to the Qur’anic principle ‘Enjoin good and forbid evil’. This entails that despite the religiosity of the Muslim audience, Islamic IMC messages should have the dual objective that is to educate them on Islamic values whilst selling products. Keywords: Integrated Marketing Communication (IMC), halal industry, Muslim markeing
CORENA 2023 THURSDAY | 5 OCTOBER 2023 28 CORENA 019: CYBERCHONDRIA AND EHEALTH LITERACY: A STUDY OF ONLINE HEALTH INFORMATION-SEEKING BEHAVIOUR AMONG UNIVERSITY STUDENTS Nafisa Mayukh International Islamic University Malaysia COVID-19 has seen an increased reliance on online health information, raising concerns over cyberchondria, a condition characterized by excessive worry about health based on online information. This quantitative survey study examines the prevalence of cyberchondria and its correlation with eHealth literacy among 168 university students and their online health information-seeking behaviour. eHealth literacy is defined as the ability to find, understand, and use health information from the internet. The results showcased a significant negative correlation between eHealth literacy and cyberchondria, revealing that individuals with higher eHealth literacy were less likely to experience cyberchondria. The study also found that demographic factors such as age, gender, and education level, were associated with cyberchondria. Younger adults, women, and individuals with lower levels of education were more likely to experience cyberchondria. The findings suggest that eHealth literacy is an important protective factor against cyberchondria as individuals with higher eHealth literacy may be better able to critically evaluate online health information and avoid becoming overly anxious about their health. Thus, public health interventions should focus on improving eHealth literacy, especially for those with a heightened risk of cyberchondria, through online health information literacy courses and training healthcare providers on how to discuss cyberchondria with patients. Keywords: Cyberchondria; eHealth literacy; online health information; information-seeking; university students
CORENA 2023 THURSDAY | 5 OCTOBER 2023 29 CORENA 020: THE PERCEPTIONS AND ATTITUDES OF FOOD DELIVERY APPLICATIONS USERS IN THE KLANG VALLEY TOWARDS HEALTHY OPTIONS:AN EXPLORATORY STUDY Dr. Helmi Yusoh International Islamic University Malaysia The utilisation of digital technology in Malaysia is currently on the rise, resulting in the rapid growth of the digital economy within the country, especially after the pandemic COVID-19. The online food delivery (OFD) service is one of the services in Malaysia that has contributed the most to this rapid growth. There are currently more than ten active food delivery applications in Malaysia that offer OFD services. Past research shows there is a consistent upward trend in the number of ODF users in Malaysia. Nevertheless, there remains a dearth of food delivery applications (FDAs) that provide a wide range of healthy options on their platforms. Therefore, the purpose of this study is to explore the perceptions and attitudes of FDA users regarding healthful options. This study employed purposive sampling to select a sample of 13 individuals who are users of the FDAs residing in the Klang Valley region. The data was subsequently analysed using thematic analysis to map out the significant themes. The emerging themes from this study were:1) Healthy options are perceived as pricey; 2) the importance of healthy options is conditional; 3) healthy food information is not important; and 4) Lack of creativity in promoting healthy foods. These findings will enhance the understanding of FDAs users' attitudes towards healthy choices, hence facilitating further research in this area. In addition, all stakeholders in the food delivery industry will find these findings beneficial in determining the potential for healthier options in the future. Keywords: Digital communication; food delivery; health communication; food delivery application
CORENA 2023 THURSDAY | 5 OCTOBER 2023 30 CORENA 021: COVID-19 THIRD PERSON EFFECT: SUPERIORITY OF SELF AND FAMILY THAN OTHERS Eliza Ezzauddin Hussein Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM) Noor Khairin Nawwarah Khalid Language Academy, Faculty of Social Sciences and Humanities, Universiti Teknologi Malaysia (UTM) Kamal Kamaluddin International Islamic University Malaysia The study contributes to the Third Person Effect (TPE) research by adding inputn and findings on health news coverage by examining the perceptual and behavioural components of the TPE quantitatively on COVID-19 issue. Hence, this research aims to identify the 1) perceived effect of COVID-19 warning messages concerns on others than on self, family members and friends among university students in Malaysia, 2) perceived effect of the government instructions in adopting social distancing and cleaning hands on others than on self, family members and friends among university students in Malaysia, and lastly 3) perceived effect of COVID-19 in the future on others than on self, family members and friends among university students in Malaysia? A total of 416 respondents of university/college students in Malaysia were collected via online survey form. The findings show a new and unique results that has rejected the TPE and shows support on the reverse TPE instead where the students perceive they have high risk of getting infected by the pandemic than the others where it leads to the students’ dire needs for information that would help them reducing the risk of contracting the virus. The study suggested more comprehensive sampling procedures to test the research findings and make it representative for the population of Malaysia. Keywords: Third Person Effect (TPE), Health news, Prevention messages, Government instructions, Health communication .
CORENA 2023 THURSDAY | 5 OCTOBER 2023 31 CORENA 022: CSR NEWS FRAMING DURING THE COVID-19: CONTENT ANALYSIS OF NEW STRAITS TIMES AND THE EDGE MARKET MALAYSIA Haekal Adha Al-Giffari International Islamic University Malaysia Framing CSR stories was implemented by newspapers in addressing their specific audience in Malaysia as the Muslim majority country, especially during the Covid-19 pandemic. Mainstream and business newspapers has different audience as the former focuses on the public, while the latter was on the businesspeople. However, the framing of CSR in Malaysian online newspapers amid the Covid-19 pandemic lacks research on the interplay between mainstream and business newspapers, creating a significant research gap. This study explores the CSR narratives presented by NST (mainstream newspaper) and TEMM (business newspaper) in terms of its framing, Islamic CSR use, and tone. Quantitative content analysis was conducted to analyze 80 NST and 62 TEMM news article as samples. The data was collected during the Covid-19 pandemic period in Malaysia and analyzed using descriptive statistics and Chi-Square analysis. The results revealed that NST portrayed more episodic framing (63.8%, N=60), while TEMM emphasized thematic framing (58.3%, N=28). Next, the mainstream newspaper has the dominant positive tone (71.3%, N=57), while the business newspaper was more neutral in reporting CSR stories (51.6%, N=32). Both newspapers emphasized on community dimension in Islamic CSR dimension, NST (80%, N=64) and TEMM (82.3%, N=51). Furthermore, Chi Square explained the statistical differences for tone (χ2=21.73, DF=1, p=<0.001), followed by news framing (χ2=6.345, DF=1, p=<0.001). In conclusion, this study provides insights about CSR framing of Malaysian online newspapers, highlighting the distinctions between mainstream and business publications. The findings contribute to the understanding of CSR communication strategies in Malaysia’s media landscape during the Covid-19 pandemic. Keywords: CSR framing, Islamic CSR, business newspaper, mainstream newspaper, Covid-19
CORENA 2023 THURSDAY | 5 OCTOBER 2023 32 CORENA 023: SOCIAL MEDIA ALGORITHM AND DERMATOLOGICAL PRODUCTS Dr. Norbaiduri Ruslan International Islamic University Malaysia The studies on dermatological awareness and knowledge have cut across different disciplines encompassing issues pertaining to digital literacy on skincare ingredients, skin health, misinformation, online dermatologic consultation, social media sources, marketing tactics, and beauty representation. This study is a preliminary work using focus group discussions, exploring possible development of conceptualizations and operationalizations towards instrumentation development for a bigger study later. Salient themes from the discourses have informed the study of a more structured conceptual framework. Women have always been fascinated and drawn by beauty and representation of beauty and at the core of the beauty discourse is dermatological literacy. There were 12 young women aged between 24 to 30 years old participated in two interview sessions. The interviews yielded themes including dermatologic social media algorithm, dermatological literacy, subjective norms, homophilic influencer, skin-care regiment, and impulse buying. Keywords: Dermatological literacy, skincare, social media algorithm, women and beauty
CORENA 2023 THURSDAY | 5 OCTOBER 2023 33 CORENA 024: TV SPORTSCASTING IN THE NEW AGE Dr. Harmi Taazim International Islamic University Malaysia Sportscasting, also known as sports commentary or sports broadcasting, is the profession of providing live or recorded commentary and analysis of sporting events through various media channels, such as television, radio, internet streaming, or podcasts. Sports casters play a crucial role in enhancing the audience's experience by delivering real-time updates, analysis, and insights during sporting events. Sportscasting, the art of delivering real-time commentary and analysis of sporting events, has undergone a profound transformation in the new era. Once confined to the realm of television and radio, sportscasting now encompasses a diverse range of platforms, from live streaming and social media to podcasts and virtual reality experiences. This evolution reflects not only technological advancements but also changing viewer behaviours and expectations. It becomes more challenging for sports commentators. TV sports commentary in the new age is adapting to changing viewer preferences by incorporating data, technology, interactivity, diversity, and personalization. It aims to provide a richer and more engaging experience for sports fans while catering to a global audience with varying interests and preferences. In the new era, TV sports commentary faces several unique challenges that stem from changes in technology, audience behaviour, and the sports industry itself. These challenges require sports commentators to adapt and innovate to remain relevant and engaging. In response to these challenges, TV sports commentary teams may need to embrace technology, foster diversity, engage with fans through social media, and continually evolve their approach to storytelling and analysis. Adapting to the changing landscape of sports broadcasting is essential to staying relevant in the new era of sports commentary. Sportscasting in the new era is a dynamic and evolving profession. While it faces challenges related to competition from digital platforms and changing viewer habits, it also benefits from technological advancements, increased interactivity, and a growing emphasis on diversity and inclusivity. Through it all, the art of storytelling remains a foundational element, reminding us that sportscasting is not just about reporting on scores but about sharing the passion, drama, and humanity of sports. Keywords: sportscasting, storytelling, sports commentators, sports broadcasting, technology
CORENA 2023 THURSDAY | 5 OCTOBER 2023 34 Organizing Committee Advisor: Professor Dato’ Sri Dr. Syed Arabi ldid Chairperson: Assoc. Prof. Dr. Shafizan Mohamed Secretariat: Sr. Ramziah Hani Darus Floor Manager: Dr. Nur Shakira Mohd Nasir Publicity and Promotion: Dr. Rizalawati Ismail Madam Zarita Kasim Technical & Media: Dr. Mohd. Helmi Yusoh Br. Muhammad Syahmi Mohamad Zalani F&B: Sr. Ramziah Hani Darus