Chang Peng Kee | National University of Malaysia (original) (raw)

Chang Peng Kee

Assoc. Prof. Dr. Chang Peng Kee PJM
PhD, MBA, BA (Hons), APR, MIPR, MMIM

Working Experience:
• 2008 – Present: Senior Lecturer, Universiti Kebangsaan Malaysia
• 2016 – Present: Deputy Director, Career Advancement Centre (UKM-Karier), Universiti Kebangsaan Malaysia
• 2012 – 2015: Deputy Director, Alumni Relations Office, Universiti Kebangsaan Malaysia
• 2011 – 2012: Head, Programme of Communication and Information Management, Universiti Kebangsaan Malaysia
• 2006 – 2008: Director & Freelance, Garden Ace Sdn Bhd & various universities
• 1992 – 2005: Public Relations Manager, Magnum Corporation Bhd
• 1991 – 1992: Research Officer, Universiti Sains Malaysia
• 1990 – 1991: Tutor & Research Assistant, Universiti Kebangsaan Malaysia
• 1982 – 1987: Aircraft Technician, Royal Malaysian Air Force

Education:
• 2010: Doctor of Philosophy in Mass Communication, Universiti Putra Malaysia
• 1999: Masters in Business Administration (General Management), University of Bath, UK
• 1991: Bachelor of Arts (Honours in Communication), Universiti Kebangsaan Malaysia
• 1986: Certificate in Pilatus (PC7), First Flying Training Centre, RMAF
• 1984: Certificate in Aircraft Engineering, School of Aircraft Engineering, RMAF
• 1980: Secondary education, Penang Chung Ling High School
• 1974: Primary education, SRJK(C) Kepala Batas

Membership (Professional):
• International Communication Association
• Institute of Public Relations Malaysia (Council Member cum Chairperson Crystal Award)
• Malaysian Institute of Management
• Institute of Marketing Malaysia
• Centre for Malaysian Chinese Studies (Academic Director)
• Malaysia Crime Prevention Foundation

Membership (Social):
• Royal Selangor Club
• Putrajaya Lake Club
• Persatuan Alumni Chung Ling Wilayah Tengah
• Persatuan Bekas Tentera Malaysia
• British Graduates Association, Malaysia
• Board of Governors, SJK(C) Serdang Baru 2

Family:
• Tan Joon Ling (Wife - School Teacher)
• Chang Yun Yao (Daughter - 1996)
• Chang Yun Xun (Daughter - 1997)
• Chang Zi Yi (Son - 1998)

Research (as Leader):
• SK-2016-013 Role of Media for Integration in Multiethnic Society: A Study in Malaysia and Southern Thailand
• GSP-2014-013 Framing Cultural ASEAN By Broadcasting Media Organisations In Malaysia (2nd Incentive)
• SK-2015-007 Kajian Menerokai Pandangan Pengundi Cina Malaysia: Penggunaaan Media, Persepsi Terhadap Isu, Penglibatan Dalam Organisasi Bukan Kerajaan
• GSP-2013-033 Framing Cultural ASEAN By Broadcasting Media Organisations In Malaysia (1st Incentive)
• SK-2013-004 Framing Cultural ASEAN By Broadcasting Media Organisations In Malaysia
• DPP-2014-120 Kumpulan Penyelidikan Media Dan Demokrasi (Fasa 2)
• DPP-2013-190 Kumpulan Penyelidikan Media Dan Demokrasi (Fasa 1)
• SK-2012-009 Media Consumption Patterns in Malaysia
• PHI-2011-01 Transforming towards e-PR in the Malaysian Public Relations Professional Body
• INDUSTRI-2011-027 Media, Source and Audience Framing on Nation Building: An Integrated Perspective
• UKM-DIPM-036-2011 Meninjau Kembali Skor Penonjolan Media Cetak Dalam Konteks Malaysia
• UKM-GGPM-CMNB-127-2010 Framing National Integration: Experimenting The Frame-Setting Effects Of Ethnic Relations News By Analysing The Reader's Cognitive And Expressive Responses
• SK/2/2011/GLKK Media Framing on Nation Building in a Multicultural Society
• UKM-SK-05-FRGS0077-2009 Penilaian Kebolehpasaran Graduan dengan Ukuran Hubungan Organisasi-Publik
• UKM-PTS-052-2009 Cabar Mencabar: Cabaran Memantapkan Pengajaran dan Pembelajaran Pengukuran Pembolehubah dalam Penyelidikan Kuantitatif

Further list of publications, please refer Google Scholar:
https://scholar.google.com/citations?user=dzfK8c4AAAAJ&hl=en

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Papers by Chang Peng Kee

Jurnal Komunikasi: Malaysian Journal of Communication, 2020

Kemahiran insaniah (soft skills) merupakan kemahiran yang perlu dikuasai oleh pelajar supaya mamp... more Kemahiran insaniah (soft skills) merupakan kemahiran yang perlu dikuasai oleh pelajar supaya mampu berdaya saing dalam mendapatkan pekerjaan selepas tamat pengajian. Institusi pengajian tinggi atau universiti memainkan peranan yang penting dalam membantu dan membentuk sahsiah pelajar agar mereka mampu menguasai set kemahiran yang diperlukan dalam alam pekerjaan. Tidak dinafikan juga penguasaan kemahiran insaniah graduan berkait dengan isu kebolehpasaran graduan yang sering dibangkitkan. Dengan mengambil pandangan dari perspektif komunikasi, kajian ini dijalankan untuk memahami cara graduan bertindak balas terhadap isu penguasaan kemahiran insaniah berpandukan teori STOPS. Sebanyak 415 responden yang terdiri daripada graduan prasiswazah UKM tahun 2018 telah memberikan maklum balas terhadap survei yang diedarkan. Data dianalisis dengan menggunakan Model Persamaan Struktural (SEM) dibantu perisian IBM-SPSS versi 21 dan IBM-SPSS-AMOS. Lima hipotesis yang dicadangkan telah disokong oleh dapatan kajian. Hasil kajian mendapati model pengukuran STOPS mencapai indeks kesepadanan yang baik berdasarkan nilai indeks yang dicadangkan. Nilai koefisien penentuan R 2 bagi pemboleh ubah perseptual (antecedent) iaitu pengenalpastian masalah, pengenalpastian kekangan, dan pengenalpastian penglibatan terhadap motivasi situasi dalam penyelesaian masalah adalah .52 yang mana ia menunjukkan hubungan sederhana kuat antara pemboleh ubah. Manakala nilai R 2 bagi pemboleh ubah kriteria rujukan dan motivasi terhadap tingkah laku komunikasi (CAPS) adalah .61 yang juga menunjukkan hubungan sederhana kuat. Berdasarkan hasil analisis, institusi pengajian tinggi harus memberi pendedahan yang lebih komprehensif terhadap isu penguasaan kemahiran insaniah supaya meningkatkan kebolehan pelajar dalam pengenalpastian masalah, kekangan dan penglibatan yang mampu menyumbang kepada peningkatan motivasi dalam penyelesaian masalah.

The study has examined the similarities and differences in the coverage of two Palestinian news a... more The study has examined the similarities and differences in the coverage of two Palestinian news agencies Ma’an and Palestinian Information Center (PIC) on the reactions of Palestinian President Mahmoud Abbas’s regarding relocating the US embassy from Tel Aviv to Jerusalem. The study has also aimed to explore the use of four function of framing by Entman 1993 in the news stories of both agencies. Qualitative content analysis has been adopted to achieve the aim of this study. The total sampling number was 9 news stories; 3 stories have been retrieved from Ma’an, and the other 6 have been retrieved from PIC. The time frame has started from December 5, 2017 which marked the day of informing Abbas by Trump’s decision to move the Embassy until December 22 2017 which was a day after gaining a sweeping victory in UN by president Abbas through a resolution that rejected the decision. Both of the news agencies were supportive to President Abbas in their coverage and none of them has any negat...

Asian Social Science, 2012

Media are said to set the public agenda. However, the actual scenario of a public agenda among th... more Media are said to set the public agenda. However, the actual scenario of a public agenda among the Malay and Chinese communities in Malaysia has yet to be ascertained. This study employs both content analysis and survey to examine media and public agenda of two major ethnic groups during the 2008 General Elections. In total, 9,135 news items, relating to elections, were obtained from three major languange newspapers, comprising Utusan Malaysia, Berita Harian, Sin Chew Daily, Nanyang Siang Pau, The Star, and New Straits Times, during the campaign period. There were 12 important issues identified. Overall, the study found media agenda had no significant rank-order correlation with the public agenda, or the important issues raised by 1,454 Malay, Chinese, and Indian respondents nationwide. The same happens to the Malay media agenda with Malay public agenda. The study found the Chinese media agenda to have a significant rank-order correlation with the Chinese public agenda suggesting the newspapers influence among the Chinese readers on what to think about. Ethnic newspapers therefore could be setting the agenda for the various ethnic groups during elections.

Malaysian Journal of Social Sciences and Humanities (MJSSH)

Kajian ini bertujuan untuk melaksanakan penyelidikan empirikal mengenai pengaruh nilai sivik, bat... more Kajian ini bertujuan untuk melaksanakan penyelidikan empirikal mengenai pengaruh nilai sivik, batas etnik dan tadbir urus kerajaan terhadap pembinaan etos bangsa di sekolah-sekolah kebangsaan di Zon Utara Semenanjung Malaysia. Data kajian ini dikumpulkan dari soal-selidik ke atas 566 orang guru sekolah kebangsaan di negeri-negeri Perak, Kedah, Perlis dan Pulau Pinang. Data dianalisis menggunakan kaedah Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan perisian SmartPLS 3.3.3. Skala interval lima mata digunakan untuk mengukur item-item dalam setiap konstruk. Dapatan kajian ini menunjukkan, pertama sekali, nilai sivik mempunyai kesan positif yang signifikan terhadap batas etnik (β=.286; p=.00). Kedua, nilai sivik mempunyai kesan positif terhadap tadbir urus kerajaan yang signifikan dan cukup besar (β=.409; p=.000). Ketiga, nilai sivik mempunyai kesan positif yang signifikan terhadap etos bangsa (β=.304; p=.000). Keempat, batas etnik mempunyai kesan positif yang ...

ICSSR e-Journal of Social Science Research

This paper emphasizes on the use of blogs as a medium to freedom of expression in Malaysia. Blogs... more This paper emphasizes on the use of blogs as a medium to freedom of expression in Malaysia. Blogs have experienced through the 12 th Election results in year 2008 that shows an important impact on the development in Malaysia. This is seen through the occurrence of a significant shift in terms of the government's perception of bloggers and blogs in Malaysia. Blogs have then become an influential medium of a news reporting after an average community rejects the mainstream media which often shows favor to the government. It is acknowledged by the former Prime Minister Mahathir Mohamed who started blogging over the disappointment of not getting access to the mainstream media (Chang et a.l, 2009). In any country where the media is not independent, blogs will act as an important medium in disseminating information to the public (Tang, 2006). The question is, and then what is the true freedom of expression that exists among social media practitioners, especially bloggers in Malaysia as stated in the Federal Constitution of Malaysia? Why are there a number of acts that restrict this freedom? The first ever defamation suit was made by the New Straits Times Press (NSTP) on Jeff Ooi through his Screenshots blog and also Ahirudin Atan through his Rocky Bru blog in 2007. To what extent is freedom of expression practiced in Malaysia today? This paper addresses to answer t his question through a qualitative study and the results of this study where the authors expect that freedom of expression in this country is not absolute.

National integration is an ongoing process in Malaysia since independence. Media are found to pla... more National integration is an ongoing process in Malaysia since independence. Media are found to play an important role to enhance the process, especially in disseminating government policies. After independence, the biggest task entrusted to the government of Malaysia was to integrate the different races together without taking away the ethnic identity of the races. The integration process reached a breaking and turning point during the incident of May 13, 1969 the bloody riot caused by racial tension. The government became more diligent and the media became one of the machinery by which the government continued to work on nation building and the integration of different races. One policy was implemented after another, from National Cultural Policy; New Economic Policy and the Rukun Negara. Revamp of education policies and the setting up of National Unity Department in the Ministry Of National Unity And Social Development was some of the major milestones in national integration. This conceptual paper is a reflection of the past policies and emulation of the present 1Malaysia roadmap for national integration. It started out by defining the different means by which national integration can be achieved such as through the process of assimilation, integration and pluralism. It then took steps back by reflecting on old national integration policies and the prominent role of the media in it over the years. The paper also reflects on the recent 1Malaysia roadmap, press freedom in Malaysia and how it affects the national integration process.

Peristiwa keganasan yang berlaku di rantau ASEAN terutama yang membabitkan isu negara Malaysia da... more Peristiwa keganasan yang berlaku di rantau ASEAN terutama yang membabitkan isu negara Malaysia dan Indonesia menjadi perhatian penting dalam liputan media massa kedua-dua negara serumpun dan berjiran tersebut. Pada 17 Julai 2009, insiden serangan dahsyat pengganas meletupkan hotel JW Marriot dan Ritz Carlton di Jakarta kembali menjadi tumpuan pemberitaan akhbar Malaysia dan Indonesia. Bagi media massa Indonesia, peristiwa tersebut sebagai bahan pemberitaan yang bernilai tinggi memandangkan peristiwa tesebut berlaku di Indonesia sehingga memiliki nilai kedekatan dengan pembaca. Begitu juga dengan media massa Malaysia, dakwaan pengganas berasal dari Malaysia, Noordin M Top sebagai yang bertanggungjawab disebalik peristiwa tersebut, membuat insiden keganasan tersebut memiliki nilai kelayakan berita yang tinggi. Namun demikian, perbezaan sistem amalan media antara Indonesia yang lebih bebas berbanding Malaysia yang masih akur dengan undang-undang dan polisi kerajaan, maka sudah pasti menjadi daya tarikan tersendiri dalam konteks menentukan hala tuju orientasi pemberitaan isu keganasan. Dalam pada itu, kedekatan emosional antara Malaysia dan Indonesia sebagai negara serumpun yang memiliki latar belakang budaya dan majoriti agama Islam turut sudah pasti menjadi pertimbangan tersendiri dalam pemberitaan isu keganasan akhbar perdana kedua-dua negera tersebut. Oleh itu, tujuan perbahasan dalam artikel ini ialah untuk melihat sejauh mana trend pemberitaan isu keganasan, terutamanya dari segi arah berita dan tajuk berita, sumber penulisan berita dan sumber dalam penulisan berita. Kata kunci: Isu keganasan (terorisme), berita keganasan, akhbar perdana Abstrak Terrorisms that occur in the ASEAN region especially between Malaysia and Indonesia have become the main focus in the coverage of newspaper

Procedia - Social and Behavioral Sciences, 2014

Mediatization is a concept to encompass the changes brought by media into every aspect of our liv... more Mediatization is a concept to encompass the changes brought by media into every aspect of our lives. It goes beyond the conventional textual analysis, production economic-politics and audiences' studies. This paper therefore dissects the concept of mediatization and traces the researches done on it. Mediatization was also compared to mediation in terms of versatility in describing the totality of media impact. Mediatization researches need to be conducted in Asia's vibrant media landscape in its developed and developing countries. The researchers concluded that mediatization needs to be refined by further researches to be a contemporary media studies approach.

Procedia - Social and Behavioral Sciences, 2014

The situational theory of publics (STP), one of the most popular public relations theories, provi... more The situational theory of publics (STP), one of the most popular public relations theories, provides a mechanism for the identification of publics and their communication behaviors. The situational theory of problem solving (STOPS), an extension of the STP, is a more general theory of communication that looks at antecedents of individuals' communication and information behaviors in the process of problem solving. This conceptual paper reviews the application of STOPS to see the relevance of this theory in the context of organization (university) and publics (alumni) in solving the problem of employability. This study explores the essence and practice of public relations practitioners in The National University of Malaysia (UKM) in enhancing the reputation of the organization.

Procedia - Social and Behavioral Sciences, 2014

The rapid spread of information in the world makes news reporting on the current issues around pe... more The rapid spread of information in the world makes news reporting on the current issues around people grows as well. Framing analysis is a theoretical approach that has been considered as one of the indicators used to analyze how people understand the situations. With the diversity of perception, framing analysis too has changed. The competition of news reporting from various types of media gives the audiences more options to choose the frame which is considered right and suitable for them. Similarly, the media also take the initiatives by reporting a repeated news and information in order to provide information and insight to the reader as well as to capture their attention. Therefore, this study opens a new stream of framing analysis on how these two mediators are functional and capable of giving effect to the news framing.

Procedia Technology, 2013

This study focused on news coverage on "Bersih 3.0" by Utusan Malaysia and Malaysiakini. Frames c... more This study focused on news coverage on "Bersih 3.0" by Utusan Malaysia and Malaysiakini. Frames can be divided into five dimensions which are responsibility, human interest, morality, conflict, and economic consequences. A total of 256 news articles were analyzed starting from 4 April to 4 May 2012 using content analysis method. MANOVA test was applied to scrutinize the differences of portrayal of frames by media and event. Overall, there were significant interaction effects based on the prominence portrayal of frames between two media in two different time periods. Responsibility frame was the most prominent frame in Utusan Malaysia during pre-event period compared to post-event period. But conflict frame became the most prominent frame during post-event period compared to pre-event period, likewise for Malaysiakini.

Journal of Asian Pacific Communication, 2013

ABSTRACT The dilemma between war and peace has often created continuous debates among many people... more ABSTRACT The dilemma between war and peace has often created continuous debates among many people even though their countries are not involved in the act of war. What they see on television or read on the Internet and in the newspapers are enough to incite emotions and feelings. Some took to the streets and joined street demonstrators who demonstrate against the act of aggression and war in certain countries. While others, would be glued to the television or the Internet, following minute details on the act of war and silently condemning the perpetrators of war. There are also groups of individuals who are indifferent to what is happening around them. In other words, people react to war news in many ways. Moreover with the potential of the mass media to provide neutral and objective reporting of war and peace, one may ask, how do the media perform in times of conflicts and war. Based on a survey of the Malaysian audience, this paper tries to dwell into how the people of a non-warring country like Malaysia, perceives the act of war. To what extent do they see the role of the media in propagating peace and how do they conceptualise the notion of Peace Journalism.

International Education Studies, 2013

Statistical analysis is one component that cannot be avoided in a quantitative research. Initial ... more Statistical analysis is one component that cannot be avoided in a quantitative research. Initial observations noted that students in higher education institution faced difficulty analysing quantitative data which were attributed to the confusions of various variable measurements. This paper aims to compare the outcomes of two approaches applied in enhancing the quality of teaching and learning statistics. 143 communication undergraduate students were involved as participants in this action research. They were divided into two groups, in which one experienced "group quiz" technique and the other went through the newly designed "challenge the challenger" technique. The effects of interventions given were measured from the students' cognitions of variable measurements before and after such interventions. The action taken is believed to play an important role in the effort to improve teaching and learning of variable measurements in quantitative research.

The popularity of social media has invited questions about how and why people use Facebook. With ... more The popularity of social media has invited questions about how and why people use Facebook. With its ability to allow users to post or change their content, Facebook has emerged as the most pervasive and the most personal of the new media. It has generated questions about the factors that influence users to adopt or reject it and about the their level of involvement in the “Facebook community.” The decision to adopt or reject Facebook is subject to a wide variety of factors. Past researchers have shown that social variables such as peer support or peer pressure, shared values, and mentors influenced people’s choices regarding new innovations and technologies. Through a survey method, this paper seeks to address the factors that have an impact on the adoption of Facebook among youths and to enhance our understanding of the diffusion of Facebook in Malaysia. Results indicated that youths were influenced by peer pressure to use Facebook. Spending time on Facebook appears to be part of the daily routine of most Malaysian youth.

The present study is among the first to examine external assets as predictors of positive emotion... more The present study is among the first to examine external assets as predictors of positive emotions among at-risk youth. The study aims to examine the associations of external assets with positive emotions, determine external assets as a predictor of positive emotions in phase 1, and see if these predictors were consistently established in phase 2. At first contact, 403 participants from low income apartments in the suburbs of Kuala Lumpur, aged 13–25 years were asked to complete the 25 Developmental Assets, Malaysian version. The participants were also invited to participate in social activities organized by the PERMATA community. The same participants were approached four months later to examine the stability of measures. Multiple regression analysis revealed support is the most significant predictor of positive emotions at phase 1 whilst positive peer influence, family boundaries and caring neighborhood are the significant predictors at phase 2. Results suggested that the presence of other external assets can enhance the positive development of at-risk youth, however, the support must be present to some extent in the first place.

The policy of teaching and learning of Mathematics and Science subjects in English was decided in... more The policy of teaching and learning of Mathematics and Science subjects in English was decided in 2002 and implemented in the following year. After five years of using pupils’ second language in
learning these two highly cognitional subjects, the policymaker attempted to reconsider the medium of examination for the 2008 Primary School Achievement Test. On 27 October 2007, the then Prime Minister made a surprise announcement that the test for these two subjects would continue to be set in dual languages, namely, English and the respective mother-tongues. The main objective of this framing study was to explore the frames dominantly portrayed by policymakers, movements, and
other parties involved. A content analysis on daily newspapers of the four languages was conducted for a period of one month after the above-mentioned announcement was made. This research
adopted the format of Semetko and Valkenburg (2000) in scrutinising framing from “responsibility,” “conflict,” “morality,” “economic consequences,” and “human interest” perspectives. The research
findings met the objective of establishing the source frames. The policy frame is more responsible in nature, while the movement frame is more confrontational and the editorial frame tends to highlight the morality aspect of life. The reader frame is deemed to be somewhat close to the movement for its aggressiveness.

Organization has always placed emphasis on the publics who would determine its life span. In the ... more Organization has always placed emphasis on the publics who would determine its life span. In the context of higher education institution, graduates are the main public whereby their marketability is the key measurement of a university’s effort in the human resources development. Hon & Grunig (1999) identify two types of organizational relationship from public perspectives. The communal relationship is said to focus more on the surrounding and balance effect whilst exchange relationship is more inclined towards organizational self interest from the viewpoint of the public. From a different perspective on these two types of relationship, what exactly is tthe correlation between the student’s soft skills as claimed to be the determinant of their future employability after graduation? This problem has definitely tapped the interest of researchers to conduct an empirical study in order to examine the views of a university’s final-year undergraduates regarding the relationship of university-student and relate it to the seven dimensions of soft skills, namely communication skills, critical and problem solving skills, teamwork skills, continuous learning and information management skills, entrepreneurship skills, professional moral and ethics as well as leadership skills. Perceptions from 115 students were studied through face-to-face survey method. Communal relationship was proven relationally positive with communication skills, critical and problem solving skills, teamwork skills, continuous learning and information management skills, and entrepreneurship skills while exchange relationship was inversely related with professional moral and ethics.

Graduan merupakan publik yang utama di mana kebolehpasaran mereka merupakan pengukur usaha sesebu... more Graduan merupakan publik yang utama di mana kebolehpasaran mereka merupakan pengukur usaha sesebuah universiti yang bertindak selaku sebuah oganisasi dalam pembangunan sumber manusia. Dalam konteks institusi pengajian tinggi, dua dimensi hubungan organisasi dengan publiknya dikenalpasti dari persepsi publik tertentu. Hubungan perkongsian dikatakan lebih memberi perhatian terhadap persekitaran; manakala hubungan pertukaran lebih cenderung kepada kepentingan diri organisasi dari pandangan publik tertentu. Dari persepsi yang berbeza terhadap dua dimensi hubungan ini, apakah hubungkait dengan kemahiran insaniah pelajarnya yang dikatakan sebagai penentu kebolehpasaran setelah bergraduat nanti? Permasalahan ini telah mencungkil minat para penyelidik untuk melaksanakan kajian rintis bagi meninjau pandangan prasiswazah sesebuah universiti tentang persepsi mereka terhadap hubungan universiti-pelajar dan seterusnya dikaitkan dengan tujuh aspek ukuran kemahiran insaniah seperti yang ingin diterapkan oleh Kementerian Pengajian Tinggi ke dalam diri pelajar universiti. Untuk menjawab persoalan kajian ini, beberapa kajian telah dijalankan melibatkan (1) kajian rintis ke atas prasiswazah UKM (115 pelajar), (2) graduan FSSK UKM 2010 (447 graduan), (3) tinjauan dalam talian ke atas prasiswazah komunikasi dan media universiti penyelidikan di Malaysia (165 pelajar) dan (4) graduan FSSK UKM 2011 (415 graduan sepenuh masa dan 348 graduan PBJJ). Malah penyelidik turut menjalin hubungan dengan pengamal di industri untuk meneliti pengguna telefon bimbit dalam negara (241 pengguna terlibat dalam tinjauan atas talian) dengan dapatan kajian menunjukkan tahap kepuasan pelanggan mendorong kepada kesetiaan terhadap organisasi. Keputusan daripada kesemua dapatan kajian boleh dijadikan kayu ukur kepada pihak universiti dalam membuat penilain akademik mahupun kurikulum bagi memberi nilai tambah kebolehpasaran graduan yang merupakan publiknya.

Jurnal Komunikasi: Malaysian Journal of Communication, 2020

Asian Social Science, 2012

Malaysian Journal of Social Sciences and Humanities (MJSSH)

ICSSR e-Journal of Social Science Research

Procedia - Social and Behavioral Sciences, 2014

Procedia Technology, 2013

Journal of Asian Pacific Communication, 2013

International Education Studies, 2013

A research technique for the objective, systematic, and quantitative description of the manifest ... more A research technique for the objective, systematic, and quantitative description of the manifest content of communication" (Berelson, 1952: 18) "A tool for observing and analysing the overt communication behaviour of selected communicators" (Budd et al., 1967: 2)

Customer loyalty has been largely treated as either repurchase behaviour or an attitudinal compon... more Customer loyalty has been largely treated as either repurchase behaviour or an attitudinal component attached with repurchase behaviour. However, many researchers have recognized the problem to associate customer loyalty as solely repurchase behaviour because measures do not distinguish spuriously loyal customers. This empirical study on users’ perception integrated the role of customer loyalty within the context of other service marketing variables like service quality and customer satisfaction, besides corporate image and pricing strategy. The research objectives of the study are to investigate (1) the determinants of perceived service quality, corporate image and price and which is more significantly affecting customer satisfaction; and (2) the effect of customers’ satisfaction on service loyalty of telecommunication service providers. This study seeks to contribute to the development of a conceptual framework that integrate service quality, corporate image, price, customer satisfaction, and service loyalty. As a result, a survey of consumers was conducted to provide insight into these issues in Malaysian context. Two hundred forty one replies were received from an on-line survey. The research findings showed service quality, corporate image, and price were predictors of customer satisfaction. Nonetheless, there was a trade-off between price and service quality in terms of customer satisfaction. Among the predictors, price had been identified to have the most impact. There were also evidences showing that customer satisfaction performed a mediating role on the link among service quality, corporate image and price towards service loyalty. In conclusion, the results demonstrated the importance of improving the quality management of mobile phone services. It showed that customer satisfaction was dependent on the perceived level of quality delivered. This study of the mobile telephone market in Malaysia supported the contention in the general marketing literature that the main factor creating and improving customer loyalty is customer satisfaction. This study gives implications for differentiated marketing strategies according to the perceived value and type of customer loyalty.

Masyarakat Cina di Malaysia sememangnya dikenali sebagai masyarakat yang mempunyai identiti yang ... more Masyarakat Cina di Malaysia sememangnya dikenali sebagai masyarakat yang mempunyai identiti yang kuat terutamanya dalam melindungi pendidikan bahasa ibunda mereka. Penggunaan bahasa Mandarin sebagai bahasa pengantara untuk pendidikan Cina semenjak awal abad ke 20 telah menjadi alat yang menyatukan masyarakat Cina di Malaysia. Dalam konstruksi identiti etnik, pendidikan Cina bersama akhbar Cina dan persatuan-persatuan Cina dikatakan sebagai tiga harta (三宝) sehingga ke hari ini. Perkembangan pendidikan Cina penuh dengan cabarannya dan perkara ini jelas dimanifestasikan dalam pertukaran polisi pendidikan Malaysia dengan pengajaran dan pembelajaran sains dan matematik dalam bahasa Inggeris (PPSMI). Akhbar Cina tempatan telah melakukan liputan mengenai isu ini semenjak pengumumannya oleh Dr. Mahathir Mohamad sejak Mei 2002. Artikel bersifat empirikal ini bertujuan untuk membandingkan bingkai-bingkai berita yang ditonjolkan oleh akhbar-akhbar Cina dalam isu kontemporari ini untuk memahami projeksi yang cuba dibawa oleh akhbar-akhbar kepada masyarakat mengenai isu ini. Kajian ini menggunakan lima bingkai generik Semetko & Valkenburg (2000) iaitu bingkai tanggungjawab, bingkai konflik, bingkai moral, bingkai akibat ekonomi dan bingkai kemanusiaan. Sebanyak 1,218 perenggan dalam liputan empat akhbar Cina harian telah dianalisis dan membuktikan timbulnya bingkai sumber berita selain dari bingkai media. Atas sebab representasi dan pendirian sumber yang berbeza, bingkai-bingkai yang ditonjolkan haruslah selari dengan posisi organisasi masing-masing. Dalam perkara ini, ahli-ahli dalam organisasi tertentu turut memainkan peranan sebagai penaja bingkai yang memihak kepada organisasi mereka. Kajian ini mendapati bahawa kerajaan dan parti pemerintah cuba mempromosikan bingkai tanggungjawab, sementara editorial mementingkan bingkai minat manusia dan pihak pembangkang menonjolkan bingkai moral.

Pengamalan konsep tanggungjawab sosial merupakan satu aktiviti yang tidak dapat dielakkan dalam p... more Pengamalan konsep tanggungjawab sosial merupakan satu aktiviti yang tidak dapat dielakkan dalam profesion perhubungan awam di Malaysia atau hubungan masyarakat di Indonesia. Dalam dunia perniagaan, perusahaan yang berjaya memperoleh saham pendapat publik tidak terlepas dari memberi perhatian terhadap konsep ini. Malahan, terdapat syarat-syarat yang telah ditentukan kepada syarikat yang ingin disenaraikan dalam Bursa Malaysia adalah mempraktikkan tanggungjawab sosial korporat atau singkatannya CSR (corporate social responsibility) dengan menekankan nilai moral dan penghormatan terhadap persekitaran atau lingkungan, komuniti, pekerja dan pemegang saham. Walaupun kerajaan Indonesia belum lagi membuat pedoman yang boleh menjelaskan bentuk-bentuk kegiatan CSR untuk perusahaan di negara tersebut. Tidak kurang juga organisasi telah lama mempraktikkannya dalam bentuk peran serta dan kepedulian terhadap aspek sosial dan persekitaran. Memandangkan nilai utama dalam konsep CSR adalah melakukan kebaikan untuk semua pihak, namun penekan oleh pihak tertentu adalah berbeza mengikut kepentingan masing-masing. Persoalannya apakah perusahaan yang ternama di kedua-dua negara tersebut memberi fokus yang sama kepada nilai universal ataupun menekan aspek yang dapat memberi kepentingan kepada perniagaan masing-masing. Kajian ini membandingkan bingkai-bingkai mesej yang ditonjolkan oleh perusahaan multinasional yang ternama di Malaysia dan Indonesia. Laman web merupakan media baru yang interaktif dan memudahkan organisasi dalam penyampaian mesej kepada publik yang ingin ditujui. Analisis teks terhadap kandungan dalam laman web dua buah organisasi yang terpilih dilakukan. Prosedur analisis adalah mengikut panduan empat fungsi pembingkaian iaitu definisi konsep CSR, penyebab kepada pengamalan CSR, pertimbangan moral dalam melakukan CSR, dan penyelesaian atau aktiviti yang dijalankan. Perbandingan dalam aspek persamaan dan perbezaan dari segi persembahan teks dan grafik diteliti oleh pengkaji. Beberapa aspek bingkai mesej yang ditonjolkan memang jelas menunjukkan bagaimana sesebuah organisasi telah memberi fokus dan seterusnya membuat penghuraian yang lebih lanjut terhadap aktiviti-aktiviti CSR. Pada ketika yang sama, terdapat juga mesej-mesej tersisih dari penyampaian kandungan CSR. Pembingkaian mesej merupakan strategi dalam perhubungan awam atau hubungan masyarakat, ia tidak dapat dielakkan kerana ruangan media adalah terhad dan mesej yang ingin dimuatkan dalam media haruslah padat dan tepat. Maka dari segi menentukan pandangan publik terhadap organisasi juga haruslah menekankan kepada aspek yang boleh mendatangkan kepentingan kepada organisasi tersebut.

Kajian dan tinjauan dalam mengukur hubungan dalam perhubungan awam kini dilihat menjadi semakin p... more Kajian dan tinjauan dalam mengukur hubungan dalam perhubungan awam kini dilihat menjadi semakin penting kerana semakin ramai ahli akademik dan pengamal perhubungan awam percaya akan kepentingannya dalam membina dan memelihara hubungan dengan publik utama sesebuah organisasi (Hon & Grunig 1999). Secara umumnya, publik harus diberi keutamaan dalam organisasi kerana ia yang akan menentukan hayat sesebuah organisasi. Ia adalah satu aset yang menjadi punca utama kejayaan organisasi tersebut. Namun begitu, hubungan di antara universiti dan pelajar dalam konteks institusi pengajian tinggi di Malaysia masih kurang dijalankan. Maka, kajian ini sebagai satu kajian rintis bagi menguji tahap pemahaman graduan selaku publik kepada organisasinya iaitu universiti. Dengan menggunakan kaedah tinjauan bersemuka, kajian dijalankan ke atas seramai 447 orang graduan untuk mengkaji sejauh mana tahap pemahaman terhadap hubungan graduan Sains Sosial dan Kemanusiaan dengan Universiti Kebangsaan Malaysia. Data yang diperoleh dianalisis dengan menggunakan statistik deskriptif, korelasi Pearson dan analisis regresi pelbagai. Dapatan kajian menunjukkan tahap kepercayaan graduan mempunyai hubungan yang signifikan terhadap persepsi ke atas hubungan perkongsian. Manakala, hubungan pertukaran dipengaruhi oleh tahap kepuasan graduan. Semakin rendah tahap kepuasan graduan, maka kecenderungan untuk membentuk hubungan pertukaran dengan universiti adalah lebih tinggi. Data yang dikumpulkan akan digunakan untuk tujuan membantu memahami keinginan publik serta memperbaiki kelemahan pengurusan organisasi yang dikaji. Pengkaji akan mencadangkan pelan agar tahap hubungan komunal dengan publik boleh ditingkatkan dengan harapan bahawa universiti akan mencapai status sebuah organisasi mantap yang mempunyai kredibiliti tinggi serta memperoleh kesetiaan yang tinggi daripada publik-publik yang berkepentingan. Oleh yang demikian, kajian diharap memberi gambaran yang boleh menjelaskan fenomena hubungan organisasi-publik dan boleh dijadikan panduan kepada kajian pada masa hadapan untuk membuat penilaian dan penambahbaikan terhadap skala pengukuran perhubungan awam yang telah dibentuk oleh Hon & Grunig (1999).

Siri Seminar Bulanan FSSK, UKM

Dalam era teknologi maklumat terkini yang berkembang pesat, perspektif dari segi pembentukan iden... more Dalam era teknologi maklumat terkini yang berkembang pesat, perspektif dari segi pembentukan identiti wira turut mengalami perubahan mengikut perkembangan semasa. Secara lazimnya, identiti wira memang wujud dalam pemikiran seseorang di bawah sedar atau tanpa sedar. Kewiraan seseorang boleh diteladani untuk dijadikan sebagai dorongan atau motivasi kendiri. Identiti wira wujud sekiranya diiktiraf ramai secara umumnya. Sememangnya wira telah wujud zaman-berzaman, namun identitinya dan ciri-cirinya masih ada ruang untuk diterokai dan dikaji dengan lebih mendalam lagi. Kajian ini dilakukan di kalangan pelajar-pelajar Cina di sebuah sekolah menengah untuk menerokai perspektif pembentukan identiti wira, dengan menggunakan kaedah kumpulan fokus. Tujuan kajian ialah meneliti hubung-kait pendedahan teknologi maklumat dan komunikasi yang kian membangun, di samping pelbagai bahasa yang didedahkan kepada mereka turut membawa perubahan perspektif pada identiti wira, khususnya pelajar-pelajar sekolah menengah. Di samping itu, kajian ini cuba menakrif semula identiti wira, kelainan ciri-ciri kewiraan yang wujud akibat pendedahan pada dunia komunikasi maklumat dan bahasa khususnya, sama ada ibunda mahupun rasmi yang dididik pada pelajar-pelajar, membawa perspektif yang berlainan dengan anggapan konvensyen. Dengan itu, hasil kajian dapat mendalami pemikiran pelajar-pelajar untuk melihat sama ada bahasa yang dididik serta media komunikasi seperti internet, video, filem, televisyen dan sebagainya membawa pengaruh kepada mereka tentang pembentukan identiti wira secara amnya. Diharapkan kajian ini akan membawa sesuatu penemuan identiti wira yang baru dari perspektif pelajar.

(The original paper in words format can be accessed in "Papers" section)

Kursus ini memberi tumpuan kepada antisipasi, persediaan dan tindak balas dalam perancangan dan p... more Kursus ini memberi tumpuan kepada antisipasi, persediaan dan tindak balas dalam perancangan dan pengurusan komunikasi krisis. Sesuatu krisis berlaku kerana sebahagian besar daripada sistem gagal berfungsi. Oleh yang demikian pengendalian komunikasi krisis melibatkan proses mengenal pasti dan mengendalikan sistem yang lebih besar dan menyeluruh dalam organisasi. Kursus ini juga menyediakan pelajar untuk membangun dan melaksanakan perancangan komunikasi untuk menangani krisis.