Abstract

Communication campaign is a social apparatus to educate the public. It aims to inform, persuade and/or motivate attitude change among the target audiences on issues, problems or innovations. The concept of 1Malaysia is one of the recent innovations in the form of ideas introduced by the current government under the leadership of Dato’ Seri Mohd Najib Tun Razak. Numerous forms of messages on 1Malaysia were formulated and disseminated over the media. This paper discusses message processing by the audiences on the concept of 1Malaysia. The discussion is based on a survey among 200 young generation studying in the Klang Valley areas. The study gauges their opinions on the meaning of 1Malaysia, their understanding, and probable actions taken after being exposed to the messages. The findings indicate that the exposure to the messages of 1Malaysia is rather high, indicating that they either read, see or listen to the messages in various media. The respondemts have somehow embraced the spirit of 1Malaysia in their inter ethnic relation and interaction. However, more programs or events are recommended to promote the values in 1Malaysia among the young generation.

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