The Influence of Political Memes on Political Marketing Strategy in Malaysia

Abstract

Rapid development and quick-moving media not only change how people behave and communicate but also completely alter the marketing approach used to promote politics to maintain political power. The usage of memes in politics has also altered the agenda-setting of social groups that are concerned with Malaysian politics. This study aims to examine the impact of political memes on Malaysian youth, particularly on their decision to vote in general elections at the age as early as of 18. It also tries to examine the elements that make memes effective political marketing tools. Using a quantitative study involving 400 young people, it discovered that politics and memes had an impact on the younger generation. Further study is imperative to investigate on the young people preference that influenced their political decision making.