Abstract

The popular microblogging platform known as Twitter has become a legitimate and frequently used communication channel in the Malaysian political arena. While the 2008 Malaysian general election was notable for the use of social media by the opposition parties during their campaigns, the 2013 general election saw a level playing field in which the Barisan Nasional coalition had quickly caught up in its use of social media. This study draws on a content analysis of election-related Twitter messages collected under the #pru13 hashtag to describe the key patterns of activity and the thematic foci of the election’s coverage on this particular social media site. The dataset is collected from Twitter’s public timeline from May 1to May 6, 2013. What emerged from this analysis is there are evidently intensified and amplified campaign messages polluting the #pru13 hastag from accounts that are questionable in their origin. This study adds to the literature that has questioned the predictive power of social media in an election.

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