Jurnal Komunikasi: Malaysian Journal of Communication
If the article is accepted for publication, copyright of this article will be vested to UKM Press, National University of Malaysia (UKM). All articles published in this journal are licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) license, unless otherwise stated.
Morality Frame of Identity-Based Film Festival in Indonesian News Portal During The Reformation Era
Similar to the media industry, the national film industry in Indonesia was subject to strict government regulations during the Old Order and New Order regimes. At that time, it was very difficult for the Indonesian film industry to produce critical messages in both films and film events attended by film audiences. Reform is the entry point for media democratization, coupled with the presence of the phenomenon of identity-based film festival activities. One indicator of media democratization is the emergence of many corporate media, including news portals triggered by the internet. Leading online news platforms began covering identity-based film festivals, focusing on themes such as LGBT, gender, religion, children, human rights, and governance. This study analyses the morality framework of articles about identity-based film festivals published on Antaranews.com, Kompas.com, Tempo.co, MediaIndonesia.com and Detik.com. The analysis includes 175 articles, covering 41 festivals. This study found differences in the concept of news framing in reporting on identity-based film festivals in several Indonesian online news media, including Antaranews.com, Kompas.com, Tempo.co, MediaIndonesia.com and Detik.com. The morality framework is one of the variables in the concept of news framing. The research results show that there are differences in reporting on religious themes. Among the five selected new portals studied, the media portal that is most different in reporting the morality frame in reporting identity-based film festivals is Kompas.com. Keywords: News framing, morality frame, identity-based film festival, news portal, authoritarian regime. https://doi.org/10.17576/JKMJC-2026-4201-01
Copyright (c) 2026 Jurnal Komunikasi: Malaysian Journal of Communication
Breaking the Silence: Unveiling the Cultural Barriers to Endometriosis Disclosure in Malaysia
Endometriosis is a debilitating disease that affects many women globally during their reproductive years of life. However, cultural barriers often prevent women from disclosing their condition, leading to delayed diagnosis and treatment. This study explores how cultural barriers in Malaysia impact the avoidance goals of disclosure among women living with endometriosis. Online in-depth interviews were conducted via the Zoom platform using a semi-structured interview guide. Fifteen Malaysian women living with endometriosis were recruited from Endometriosis Malaysia online support group based on purposive sampling. Thirteen of them are married, seven of them have children, and the remaining two informants are single. Analysis was done using thematic analysis. Findings revealed five main themes on cultural barriers why Malaysian women living with endometriosis chose to stay silent over disclosures: (1) stigma and being judgemental, (2) conservative upbringing, (3) language barriers, (4) gender preferences, and (5) spoon feeding culture. In conclusion, it is imperative to comprehend the impact of cultural values on the disclosure of experiences by women living with endometriosis. Cultural barriers need to be dismantled, and women with endometriosis should be empowered to overcome them. By shedding light on this issue, we aspire to increase awareness and foster open communication about endometriosis. It is high time to break the silence and empower these women to voice their concerns and educate the general public about this debilitating condition. Keywords: Cultural barriers, endometriosis, disclosures, Malaysia, women. https://doi.org/10.17576/JKMJC-2026-4201-02
Reassessing Documentary Narratives in Encounter Point: A Critical Analysis of Grassroots Peacebuilding in Israeli-Palestinian Conflict Representation
Directed by Ronit Avni and Julia Bacha, the documentary Encounter Point provides a profound exploration of the Palestinian-Israeli conflict, focusing on the personal narratives of individuals directly affected by the ongoing geopolitical struggle. Unlike mainstream media, which often presents sensationalized and polarized narratives, this documentary shifts the focus toward grassroots peacebuilding efforts and the everyday realities of those striving for reconciliation. This study aims to critically analyse this documentary film within the contemporary context, particularly in light of recent escalations in the Gaza conflict, to assess the effectiveness of documentary storytelling as a tool for conflict resolution and peace discourse. The study employs a qualitative content analysis approach, using narrative analysis and framing theory to examine the documentary’s representation of conflict, identity, and peacebuilding initiatives. By dissecting the film’s cinematic techniques, personal testimonies, and framing strategies, this research highlights how Encounter Point constructs an alternative discourse to dominant political narratives. This documentary challenges binary oppositions in conflict reporting by showcasing shared human experiences, fostering empathy, and offering a counter-narrative to mainstream media portrayals of the Israeli-Palestinian conflict. The findings present a nuanced perspective, emphasizing the role of grassroots activism and interpersonal reconciliation in peace efforts. This research underscores the relevance of documentary films as critical media artifacts that contribute to rethinking traditional conflict narratives. As the Gaza crisis continues to evolve, revisiting Encounter Point in 2025 highlights the enduring significance of peace-oriented storytelling in an era of heightened geopolitical polarization. Keywords: Documentary analysis, Israeli-Palestinian conflict resolution, peacebuilding narratives, media framing, grassroots activism. https://doi.org/10.17576/JKMJC-2026-4201-03
Social Media Impact on Youth Cultural Identity: A Systematic Literature Review
In the digital age, social media plays a pivotal role in shaping cultural identity, particularly among youth who navigate complex intersections of globalization, cultural expression, and personal identity in online spaces. However, while social media provides a platform for identity formation, it also presents challenges, including negative behaviours and cultural misrepresentation. This systematic review investigates the impact of social media on youth cultural identity, the associated factors, and the surrounding issues. Articles from two high-quality academic databases, Scopus and Web of Science, were systematically analysed following the Preferred Reporting Items for Systematic Review and Meta-Analysis, to identify recurring themes and trends. Criteria for exclusion and inclusion were set to ensure only primary research articles written in English were included in the review. Of all 27 studies that were screened, only 11 of them were eligible for qualitative synthesis. Findings reveal that social media affects youth cultural identity in various ways, from strengthening self-concept and cultural resilience to introducing challenges related to identity confusion and social comparison. Factors such as social media usage, social media environment, demographic characteristics, and subcultural exploration emerged as influential in identity formation, with social media usage as the most frequently discussed factor. Additionally, the review identified key issues surrounding youth cultural identity on social media, namely negative social behaviour, hybridization, lifestyle and gender. This review suggests the need for digital literacy programs targeting youth, aiming to build resilience against negative social media influences while promoting healthy identity development Keywords: Social media, youth, cultural identity, social media impact, systematic literature review. https://doi.org/10.17576/JKMJC-2026-4201-04
Unveiling Digital Literacy and Novel Patterns of Information Access Among Indonesian Female Millennial Muslims
This research uncovers unique information patterns and levels of digital skills among female millennial Muslims, despite facing internet access limitations. It emphasizes the importance of digital skills in accessing positive content and avoiding negative content among female millennial Muslims in Islamic boarding schools, considered the digital native generation. Using a descriptive analysis method and ethnographic approach, this study investigates internet and digital media usage patterns and the level of digital literacy among millennial female students at Diniyyah Puteri Indonesia. The primary data for this research is collected through observations and in-depth interviews, while secondary data is obtained through literature review and documentation. The research findings reveal that Muslim millennial women in boarding schools face limited internet and digital media access due to their school's regulations. Consequently, they encounter challenges related to information production, participation, and distribution. Nevertheless, they express that they have adopted a critical approach when interacting with digital media by examining information sources, questioning emotional reactions, and considering various perspectives before making judgments. Their understanding of Islamic teachings regarding defamation and vilification reflects their commitment to promoting peaceful discourse and countering negative content in online media. The level of digital literacy among millennial Muslim women in Islamic boarding schools shows that they are capable of accessing positive content and avoiding negative content despite limited resources. This highlights the importance of digital literacy education in the boarding school curriculum. Keywords: Digital literacy, female Muslim, millennial, information access, Islamic boarding school. https://doi.org/10.17576/JKMJC-2026-4201-05
The Importance of Managing the Communication Network on Social Media: Does a Big Brand Guarantee Promotion Success?
Organizations are increasingly relying on social media to attract attention and build engagement with online communities. Effective promotional activity required more than using the big brand and huge followers. Although social media offers an effective form of two-way communication, not all organizations understand how to make marketing strategies on social media work effectively. Therefore, this study aimed to describe public-organization interactions in X using social network analysis. A quantitative descriptive method was adopted, and the unit analysis was the #promo-bri hashtag. Data were collected and processed using social network analysis with Netlytic and visualized using Gephi software. The results showed that in X, influential and well-known organization accounts were not necessarily effective in spreading promotional hashtags across the network. Hashtag diffusion was broader when actors engaged in conversation and acted as bridges that connected multiple communities. Based on the Strength of Weak Ties theory, social media promotion also needs to focus on the weak ties, which provided bridges that expand across communities and made the campaign more efficient. The result of this study showed the importance of organizations using influencers or actors who were credible and actively interacted with other communities, as well as managed the social network to enhance reach. Keywords: Social network analysis, Twitter, marketing communication, Strength of Weak Ties Theory, promotion. https://doi.org/10.17576/JKMJC-2026-4201-06
Polarization and Political Mental Health on TikTok in the 2024 Jakarta Gubernatorial Election
Political polarization on social media is becoming increasingly massive ahead of electoral contests, including in the 2024 Jakarta Regional/Gubernatorial Election. This dynamic has the potential to increase psychological stress and affect users' political mental health. This study aims to analyse how political polarization on TikTok strengthens echo chambers and impacts young voters' political mental health. With a qualitative approach, this study uses discourse analysis methods, in-depth interviews with young voters, political influencers, and political communication experts, as well as participant observation of content discussing candidate pairs number 1 (Ridwan Kamil-Suswono) and number 3 (Pramono Anung-Rano Karno). Research findings reveal systemic failure of TikTok's algorithm, which creates political polarization through structured cognitive manipulation, exploiting users' confirmation bias to maintain engagement without considering mental health impacts. The platform operates as a social fragmentation mechanism that impedes democratic deliberation, creating echo chambers that erode Indonesia's young generation's critical thinking capabilities. Findings demonstrate normalization of digital violence and political dehumanization that threatens social stability. Fundamental reform of algorithmic architecture and comprehensive regulation are required to prevent corporate exploitation of Indonesia's democratic processes, alongside the necessity for more inclusive platform policies and digital literacy strategies to foster openness toward diverse political perspectives, thereby minimizing polarization's negative impacts on society's political mental health. Keywords: Political polarization, TikTok, echo chamber, political mental health, 2024 Jakarta regional/gubernatorial election. https://doi.org/10.17576/JKMJC-2026-4201-07
The Impact of Parental Technoference Towards Emotional Behavioural Adjustment among Malaysian Adolescents
In an increasingly digitalised world, parental technoference the disruption of parent-child interactions due to parental use of technology, has emerged as a growing concern. This study explores the impact of parental technoference on the emotional and behavioural adjustment of Malaysian adolescents. As parents become more engrossed in digital devices, their responsiveness to children's emotional and social needs may decline, potentially leading to adverse psychological outcomes. Drawing from Attachment Theory, this research investigates how parental distraction affects adolescent emotional regulation, behavioural tendencies, and overall well-being. Existing studies suggest that excessive parental screen time can lead to increased teenage anxiety, depressive symptoms, and externalising behaviours such as aggression and defiance. This study employs a qualitative method approach, involving semi-structured focus group interviews with Malaysian adolescents aged 13–18, to assess their perceptions of parental technoference and its effects on their emotional adjustment. Findings are expected to highlight a significant correlation between high levels of parental technoference and negative emotional-behavioural outcomes among adolescents. The results could inform parenting strategies, promoting mindful digital usage and emphasising the importance of quality parent-child interactions. By understanding the implications of technoference, policymakers, educators, and parents can work together to foster healthier familial relationships and support adolescent psychological well-being in the digital era. Keywords: Parental technoference, emotional behavioural adjustment, adolescent, technology, attachment theory. https://doi.org/10.17576/JKMJC-2026-4201-08
From Text to Screen: Analysing Young Audience Perspectives of Literary Adaptations in Television
Screen adaptations have gained notable popularity among younger audiences, especially within the romance genre. Nevertheless, adaptations of literary classics continue to receive limited attention from this demographic. This study investigates audience acceptance of literary adaptations in television dramas, drawing on Hall’s Reception Analysis Theory (1994) as the guiding framework. A quantitative survey design was employed, involving 162 purposively selected respondents who completed online questionnaires. Data were analysed using descriptive and inferential statistics via SPSS version 32.0. Findings reveal that Ayahanda (2021), aired on TV3, was the most watched adaptation, with 61 percent of respondents indicating viewership. Overall audience acceptance of literary adaptations was moderate with 154 respondents recording scores between 29 and 47. Spearman’s Rho correlation analysis revealed significant relationships between audience types and viewing habits (r = 0.558; r = 0.529; r = 0.203; p = 0.000; p = 0.000; p = 0.010). A medium-to-high positive correlation (r = 0.558) was also identified between dominant audience characteristics and acceptance of screen adaptations. The study offers valuable insights for content creators and broadcasters aiming to increase engagement with literary adaptations among younger viewers. Keywords: Screen, text, adaptation, young audience, literary. https://doi.org/10.17576/JKMJC-2026-4201-09
Communication as Innovation Articulators: An Ethnographic Studies of Communication in Researchers’ and Innovators’ Interpersonal Relationships
Interpersonal communication can play a role in building intensive social relations and paying attention to the parties communicating. The purpose of interpersonal communication is to build interdependence between interacting individuals, similar to an ecosystem in a living environment. This research applies the ethnography of communication approach by tracking communication patterns developed from the interactions of actors in a particular community group. Subjects in this study are researchers who have taken their research results to the innovation stage. These researchers communicate with various parties, including the industry, to generate innovation. Such communication patterns will be tracked and established in this research. The contribution of interpersonal communication to innovation is mainly an articulator of innovation. Researchers and innovators' practical experience of communication can be structured through the framework of Interpersonal communication. Tracing the social relations of researchers in producing innovations shows that interpersonal communication plays a role in building social relations with both the internal research team and other parties. Communication as an articulator of innovation allows the knowledge produced by research to have an impact on the wider community. As an articulator of innovation, communication unravels complexity by connecting various values, points of view, ways of working, and interests through a series of dialogues, discussions, negotiations, and agreements, so that innovation can produce something that has a significant impact. Interpersonal communication concerns human relations. By revealing the social dynamics of innovation actors, interpersonal communication contributes to observing the human aspects of innovation. Keywords: Interpersonal communication, innovator, human relations, ethnography of communication, researchers. https://doi.org/10.17576/JKMJC-2026-4201-10
Framing Generational Shifts: Vietnamese Media Portrayals of Generation Z in the Workplace (2022-2024)
This study examines how Vietnamese media portrays Generation Z (Gen Z) in the workplace, utilising framing theory to analyse 747 articles published by VnExpress, a leading online news platform, between 2022 and 2024. Employing quantitative content analysis, the research investigates the prevalence and evolution of media frames related to Gen Z's work ethic, workplace interactions, and skills. The findings reveal a dynamic media landscape, with portrayals shifting over time. While initial narratives presented a mixed image, emphasising both positive attributes, such as digital fluency and negative stereotypes like laziness, later portrayals increasingly focused on Gen Z's leadership potential and desire for work-life balance. However, the media also consistently highlighted potential intergenerational conflicts, suggesting a complex and potentially contradictory narrative. The study also identifies a significant emphasis on Gen Z's technological savviness, which potentially overshadows their other valuable skills. This focus reflects broader media trends but risks reinforcing a limited view of Gen Z's capabilities. The findings offer valuable insights for stakeholders across Asian countries grappling with similar generational shifts in their workforces. While the specific cultural context of Vietnam informs the analysis, the observed trends regarding media portrayals of Gen Z's work ethic, intergenerational dynamics, and skillsets resonate with broader discussions surrounding the integration of this generation into workplaces across Asia. This understanding is crucial for supporting Gen Z's successful integration and maximising their contributions to the diverse economies of Asia. Keywords: Generation Z, media framing, workplace, Vietnam, intergenerational relations. https://doi.org/10.17576/JKMJC-2026-4201-11
Digital Identity Formation Among Generation Z in Turkey: A Mixed-Methods Study in Manuel Castells' Network Society
This study explores how social media shapes the digital identities of Generation Z in Turkey, using Manuel Castells’ Network Society theory as a framework. The study tested two hypotheses: (1) social media influences digital self-representation; (2) social approval through likes and comments increases self-esteem and social acceptance. A mixed-methods approach was used: a structured questionnaire captured quantitative data, while open-ended questions were employed to explore participants’ experiences and perspectives as qualitative data. The survey involved 71 students from the Faculty of Communication at Kocaeli University, selected purposively for their active social media use. Quantitative data, collected through a structured questionnaire, revealed that the use of social media has no significant effect on digital self-representation (p = 0.708), contrary to the hypothesis. However, online social validation through likes and comments has a significant effect on self-esteem (p < 0.01). Qualitative data further revealed that participants actively curate idealized versions of themselves on social media, balancing authenticity with aspirations. Many expressed how likes and comments directly influence their confidence and sense of belonging. This study provides insight into the empowering aspects as well as the challenges of social media, emphasizing the need for digital literacy to manage its psychological impact. These findings provide important insights into the role of social media in identity formation, as well as offering recommendations for the world of education, mental health professionals, and policymakers. Keywords: Generation Z, identity formation, network society, social validation, Turkey. https://doi.org/10.17576/JKMJC-2026-4201-12
Framing the Narratives of Violence Against Women: Assessing Bangladeshi Media Reports through UNDP Guidelines
Violence against Women (VAW) is a widespread societal concern, stemming from unequal power relations between men and women. Instances of VAW often attract considerable attention from the global media landscape due to their inherent news value. However, the content of news media frequently misrepresents the issue, failing to catalyze social change. This study analyses how Bangladeshi media, particularly national dailies, report on VAW through the lens of UNDP guidelines, as well as their framing techniques. Employing a mixed-method research approach, this study examines a year-long news coverage of four prominent national dailies of Bangladesh, namely Bangladesh Pratidin, Prothom Alo, The Daily Star, and Daily Sun. These newspapers were selected primarily based on their circulation through a purposive sampling approach. Findings from the summative content analysis reveal that Bangladeshi national dailies have limited compliance with the guidelines, often engaging in victim-blaming, providing details of violence, revealing the identity of victims, justifying violence, and sensationalising news, largely ignoring the educational role, particularly regarding imbalanced gender power and firearms misuse. Notably, compliance frequency was higher in English newspapers compared to Bangla newspapers. Additionally, the coverage was largely dominated by news articles of episodic frame over thematic frame. Such portrayals not only undermine the media's potential to drive social change but also have adverse effects on victims. This study underscores the critical imperative for media outlets to report mindfully, fostering informed public discourse and supporting efforts to combat VAW. Keywords: VAW, news framing, UNDP guidelines, social responsibility, Bangladesh. https://doi.org/10.17576/JKMJC-2026-4201-13
Media Literacy Interventions for Indonesian Children and Adolescents: A Scoping Review of Approaches and Strategies
This scoping review examines media literacy education interventions targeting children and adolescents in Indonesia, utilizing publications from the Garuda Indonesia database. The study aims to categorize the different types of media literacy interventions, including their methodologies, target audiences, and thematic focuses. The study identifies a diverse range of agents from various academic backgrounds conducting these interventions, ensuring a wide array of perspectives. The topics addressed include media ethics, social issues, misinformation and disinformation, media literacy competencies, and safety issues, reflecting a holistic approach to media literacy. The findings indicate that intervention designs predominantly adopt a protectionist approach, viewing children and adolescents as susceptible to media effects, with less emphasis on empowerment strategies. Traditional models such as lectures, seminars, and one-way presentations remain prevalent, though the level of audience involvement significantly impacts intervention effectiveness. This study contributes to the literature by filling the gap in existing research on media literacy interventions in Indonesia, particularly by highlighting the dominance of protectionist approaches and the limited adoption of empowerment-based strategies. The review underscores the need for future media literacy education to consider audience participation, current topics, new curriculum designs, and innovative approaches, especially in the rapidly evolving technological landscape. Limitations of the study include reliance on scholarly articles from academic communities and a focus on non-formal educational settings, underscoring the need for further research on integrating media literacy into formal education curricula. Keywords: Media literacy, interventions, children and adolescents, Indonesia, scoping review. https://doi.org/10.17576/JKMJC-2026-4201-14
Pengurusan Keselamatan Siber Perbankan Internet di Malaysia melalui Pendekatan Teknologi dan Komunikasi Risiko
Transformasi perbankan digital telah menjadikan institusi perbankan sebagai aktor penting dalam pengurusan risiko keselamatan siber. Namun, peningkatan insiden jenayah siber seperti kehilangan wang tanpa disedari, serangan phishing dan kecurian identiti menunjukkan wujudnya jurang antara kecanggihan teknologi keselamatan perbankan dengan keberkesanan pengurusan risiko serta komunikasi keselamatan kepada pengguna. Walaupun institusi perbankan menekankan pematuhan piawaian dan sistem keselamatan yang canggih, pendekatan berorientasikan teknologi semata-mata didapati masih tidak mencukupi untuk menangani ancaman siber yang semakin kompleks dan sekali gus menjejaskan kepercayaan pengguna terhadap perbankan internet. Sehubungan itu, artikel ini bertujuan mengenal pasti isu utama keselamatan siber dalam perbankan internet di Malaysia, menganalisis peranan institusi perbankan dalam menangani ancaman tersebut serta meneliti cabaran strategik yang membataskan keberkesanan perlindungan pengguna. Kajian ini menggunakan pendekatan kualitatif melalui temu bual mendalam bersama enam orang informan daripada institusi perbankan terpilih di Kuala Lumpur yang melibatkan RHB Bank Berhad, CIMB Bank Berhad dan Affin Bank Berhad. Data dianalisis secara tematik bagi mengenal pasti pola dan cabaran institusi dalam pengurusan keselamatan siber perbankan. Dapatan kajian menunjukkan bahawa keselamatan siber perbankan terbentuk melalui interaksi kompleks antara kelemahan sistem, kecuaian pengguna, jurang literasi digital serta keterbatasan komunikasi keselamatan. Selain itu, strategi komunikasi keselamatan yang bergantung kepada laman sesawang didapati kurang selari dengan corak penggunaan aplikasi perbankan mudah alih. Kajian ini mencadangkan agar pengurusan keselamatan siber perbankan beralih daripada pendekatan teknikal semata-mata kepada kerangka pengurusan risiko yang menekankan komunikasi strategik, pendidikan pengguna dan akauntabiliti institusi. Kata kunci: Keselamatan siber perbankan, komunikasi risiko, jenayah siber, literasi digital pengguna, kepercayaan institusi. https://doi.org/10.17576/JKMJC-2026-4201-15
Youth Engagement with Boycott, Divestment and Sanctions (BDS) Movement through Social Media Influence and Awareness: A Malaysian Perspective
The Boycott, Divestment and Sanctions (BDS) movement has become a defining lens through which social media audiences engage with the Palestinian humanitarian crisis on social media. Since the escalation of conflict in Gaza in October 2023, platforms such as TikTok, Instagram, and Facebook have emerged as primary channels through which young Malaysians encounter, discuss, and share BDS-related content. Yet what motivates them to move beyond passively consuming this material toward deliberately sharing it with peers remains an open question, one with meaningful implications for understanding digital activism among Generation Z. Drawing on the Theory of Planned Behaviour (TPB), this study investigates the role of attitude, social norms, and perceived behavioural control in shaping intention to share BDS information on social media. A quantitative survey was administered to 403 university students at public and private universities in Malaysia’s Klang Valley, with data analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that students’ personal attitudes toward the BDS movement and their confidence in navigating social media are the most meaningful drivers of sharing intention. Peer and social pressure, by contrast, did not emerge as a significant influence, pointing to the conclusion that when a cause resonates personally and morally, individual conviction and digital self-efficacy matter considerably more than social conformity. These insights extend the theoretical application of TPB into the domain of politically engaged digital activism and offer practical guidance for educators, campaign designers, and platform stakeholders seeking to foster informed and purposeful youth participation in global social movements. Keywords: BDS, boycott, social movement, digital activism, youths. https://doi.org/10.17576/JKMJC-2026-4201-16
Analisis Diskriptif Faktor Pengalaman, Kemahiran, Peluang dan Risiko Terhadap Pengurusan Komunikasi Pelajar Program Mobiliti
Institusi Pengajian Tinggi (IPT) masa kini berfungsi sebagai ekosistem yang dinamik dan saling terhubung dengan dunia luar. Program mobiliti pelajar merupakan program penting dalam pengantarabangsaan pendidikan tinggi dan memperkasa pelajar ke peringkat global, namun impaknya bergantung kepada keupayaan pelajar mengurus komunikasi dipersekitaran asing. Kajian ini bertujuan untuk menganalisis secara diskriptif faktor pengalaman, kemahiran, peluang, dan risiko terhadap keterlibatan pelajar dalam pengurusan komunikasi pelajar program mobiliti. Kajian ini menggunakan pendekatan kuantitatif melalui temu bual soal selidik seramai 254 responden dan mengguna persampelan bertujuan yang mengikuti program mobiliti pada tahun 2021 hingga 2024 dalam kalangan pelajar dari Universiti Kebangsaan Malaysia (UKM). Kajian ini mendapati bahawa pengalaman dan peluang bertindak sebagai faktor utama untuk keterlibatan aktif dalam pengurusan komunikasi pelajar mobiliti. Kemahiran juga membuktikan bahawa ia boleh membina keyakinan diri pelajar untuk berinteraksi di luar zon selesa mereka. Dapatan juga menunjukkan bahawa walaupun peluang yang disediakan oleh institusi pendidikan, persepsi terhadap risiko sering menjadi cabaran utama yang mencetuskan penarikan diri secara sosial. Hasil kajian ini mencadangkan satu kerangka integratif pengurusan komunikasi yang boleh diguna pakai oleh pihak universiti untuk memperkukuh modul latihan pra-pelepasan dan sokongan semasa program. Penyelidikan ini menyumbang kepada literatur dalam pengurusan komunikasi untuk memahami pelajar dalam program mobiliti. Kata kunci: Mobiliti pelajar, pengurusan komunikasi, pengalaman, kemahiran, peluang, risiko. https://doi.org/10.17576/JKMJC-2026-4201-17
“Outside Is Dead”: Africfuturist Cinema and the Making of Climate Truth in Pumzi
In the context of climate governance, cinema functions not only as representation, but as a site where climate knowledge is shaped, communicated, and made credible. Such representation has often privilege data-driven authority obscuring the epistemic politics through which environmental futures are defined and limited, particularly within the postcolonial contexts. However, in Africfuturism, this article argues that cinema intervenes by challenging the technocratic regimes of ecology through which climate knowledge is produced and understood. Through a close textual analysis of a film titled Pumzi (2009) using postcolonial ecocriticism and Ivakhiv’s biomorphy, the study revealed two key findings: 1) Pumzi portrays climate governance as a technocratic regime in Maitu Community that stabilises ecological collapse by converting environmental life into data, metrics, and bodily calibration. Thus, reproducing colonial hierarchies of control under the language of sustainability; 2) Through the central character’s dream and soil discovery, the film reframes climate truth in an ancestral-present epistemic return as relational and embodied. Therefore, exposing the data-driven climate narratives as a form of epistemic closure. By positioning cinema as a site of epistemic struggle, this study reconceptualises climate governance, not as the management of ecological systems but as a world-making apparatus that determines which eco-life can be perceived and allowed to endure. By unsettling the technocratic axiom, condensed in the dictum “Outside is dead,” Pumzi exposes climate governance as a colonial epistemic project that produces ecological death as a condition of knowledge as oppose to responding to planetary crisis. Keywords: Climate truth, Africfuturism, postcolonial ecocriticism, biomorphy, technocolonialism. https://doi.org/10.17576/JKMJC-2026-4201-18
Bahasa Kasar dalam Komunikasi Digital: Ancaman terhadap Kelestarian Budaya Sopan
Makalah ini membincangkan fenomena penularan bahasa kasar dalam komunikasi digital yang kini menjadi ancaman serius terhadap kelestarian budaya kesantunan di Malaysia. Permasalahan berpunca daripada keterbukaan media sosial yang membolehkan pengguna melontarkan komen tanpa sempadan, sehingga mencetuskan normalisasi ketidaksantunan dalam ekosistem digital. Tujuan utama makalah ini adalah untuk meneroka faktor berleluasanya penggunaan bahasa kasar dalam interaksi di media sosial serta kesannya terhadap amalan adab pertuturan masyarakat. Pendekatan kualitatif dengan reka bentuk analisis kandungan digunakan dengan menyandarkan analisisnya kepada Teori Kesan Ketidakterkendalian dalam Talian (Suler, 2004). Sebanyak 7,757 komen daripada isu tular berkaitan politik, isu 3R (Agama, Kaum, Raja) dan jenayah di platform Facebook telah diteliti. Hasil dapatan menunjukkan lapan kategori bahasa kasar yang dominan digunakan dengan kategori intelek (31%), haiwan (27%) serta anggota badan dan biologi (16.2%). Dapatan kajian mendedahkan bahawa faktor Ketanpanamaan Disosiatif, Ketidaklihatan, asinkroni, Introjeksi Solipsistik, Imaginasi Disosiatif dan Pengurangan Status dan Kuasa di ruang siber telah meruntuhkan benteng empati dan kawalan kendiri pengguna. Implikasi kajian menegaskan bahawa sekiranya trend ini tidak dibendung, identiti sosiolinguistik masyarakat Malaysia yang berasaskan kesopanan berbahasa dan penjagaan air muka akan terus terhakis dan digantikan dengan ekosistem komunikasi yang toksik. Kajian ini mencadangkan pemerkasaan literasi sosiobudaya digital bagi membina semula etika berkomunikasi yang sihat dalam kalangan warga siber. Kata kunci: Bahasa kasar, komunikasi digital, kesantunan berbahasa, ketidakterkendalian dalam talian, normalisasi linguistik. https://doi.org/10.17576/JKMJC-2026-4201-19
Exploring Digital Media Literacy, Information Use, and Socioeconomic Constraints among Urban Marginalised Communities in Malaysia
Malaysia is transitioning from digital citizenship to digital competitiveness to build a more resilient society. The shift from Web 3.0 to Web 5.0 is accelerating both cognitive and economic development in the digital sphere. However, this transition has reignited discussions surrounding the digital divide, particularly in relation to digital inclusion. Despite high internet penetration rates, low-income households in urban areas encounter barriers in accessing reliable digital infrastructure and devices, as well as necessary digital literacy. This study examines the adoption of digital technology among the urban poor in Malaysia, highlighting the urgent need for digital inclusion within the context of Malaysia’s digital economy strategies, particularly the Shared Prosperity Vision 2030. Data were collected through six focus group discussions involving 42 informants, followed by thematic analysis using NVivo software. The findings reveal that public internet facilities, broadband services, and free Wi-Fi play a crucial role in supporting these communities. Digital media literacy is often developed informally through peer learning, yet significant gaps remain in leveraging information for economic and educational growth. Furthermore, government-led communication initiatives are frequently misaligned with the actual needs of the urban poor. The results underscore the need for a multi-stakeholder framework that addresses digital disparities, incorporating infrastructural improvements, policy reforms, and grassroots digital literacy training. By incorporating the perspectives of underserved communities into the national digital inclusion agenda, this research offers valuable insights and policy recommendations to foster inclusive technological adoption among marginalised urban populations, not only in Malaysia but also in other countries. Keywords: Urban poor, digital literacy, communication technology, government, social media. https://doi.org/10.17576/JKMJC-2026-4201-20
Strategi Komunikasi dan Pengaruh ke atas Sokongan Sosial Terhadap Wanita Penghidap HIV (WHIV)
Wanita yang menghidap Human Immunodeficiency Virus (HIV) tidak dapat lari daripada konotasi negatif, label, stigma dan diskriminasi oleh anggota masyarakat serta ahli keluarga terdekat. Respon anggota masyarakat ini dianggap sebagai refleksi semula jadi kerana HIV sehingga kini masih kekal mendatangkan ketakutan kepada ramai pihak dan menjadi isu kesihatan global kerana kesannya bukan sahaja kepada penghidap, tetapi boleh juga tersebar kepada pihak lain. Disebabkan respon negatif juga menyebabkan ramai penghidap HIV positif wanita (WHIV) disingkir, dinafikan hak dan tidak diberikan peluang yang sepatutnya mereka dapat. Walaupun bergelar sebagai WHIV, mereka sebenarnya layak dan berhak mendapat peluang yang sama seperti individu sihat lain termasuk dalam konteks komunikasi dan sokongan sosial. Kedua-dua elemen ini penting kepada WHIV membina kembali kehidupan mereka. Oleh itu, strategi komunikasi dan pengaruh ke atas sokongan sosial kepada WHIV perlu diteliti lanjut untuk mengetahui sama ada benar dapat membantu WHIV membina kembali kehidupan ataupun tidak. Kajian ke atas 20 orang wanita positif HIV di Pantai Timur Semenanjung Malaysia telah dilakukan menggunakan kaedah temu bual secara mendalam. Hasil kajian mendapati bahawa, strategi komunikasi digunakan mempengaruhi sokongan sosial ke atas WHIV. Dua strategi komunikasi dikenal pasti digunakan oleh WHIV ialah (1) bersemuka/fizikal dan (2) teknologi komunikasi (telefon) iaitu dalam serta luar lingkungan keluarga. Sokongan sosial memberi kekuatan kepada WHIV untuk mendedahkan status, merasakan telah diterima, bersemangat dan bersedia mendapatkan rawatan di hospital/klinik untuk meneruskan kehidupan mereka. Namun begitu, kajian juga mendapati, tidak semua WHIV mendapat sokongan sosial kerana kehadiran mereka masih tidak diterima oleh anggota keluarga dan masyarakat. Kata kunci: HIV positif, strategi komunikasi, sokongan sosial, wanita, kesejahteraan hidup. https://doi.org/10.17576/JKMJC-2026-4201-21
Designing Motivational Communication: The ARCS+D Extension Model for Malay Proverbs Learning
Motivation plays a critical role in shaping effective learning experiences, particularly within language education mediated through visual communication. While the ARCS Model (Attention, Relevance, Confidence, Satisfaction) has been widely recognised as a framework for enhancing learner motivation, limited attention has been given to the role of design as a strategic communicative component. This study addresses this gap by proposing the ARCS+D model, positioning design as an integral element in constructing motivational visual communication among Generation Alpha learners engaging with Malay proverbs. Adopting a qualitative approach, Focus Group Discussions (FGDs) were conducted with preschool learners to examine how visual elements and design principles influence engagement and interpretation. The findings reveal that design functions not merely as an aesthetic enhancement but as a core communicative mechanism that significantly strengthens attention, relevance, confidence, and satisfaction. In particular, visually driven formats, such as illustrated and interactive media, enhance the clarity and appeal of proverb-based content, transforming traditional text-based learning into a more engaging visual communication experience. The ARCS+D model reconceptualises motivation as a form of designed communication, where visual strategies mediate meaning-making and audience engagement (Lamour Sansone, 2015). This study contributes to media and communication scholarship by demonstrating how design-driven visual communication supports cultural knowledge transmission in contemporary learning environments, while advocating for visually enriched approaches that align with the communicative preferences of modern learners. Keywords: Visual communication, ARCS model, motivation, Malay proverbs, culture. https://doi.org/10.17576/JKMJC-2026-4201-22
The Impact of Digital Platforms on Television Content Production Strategies: A Systematic Review
The platformization of the television industry has significantly transformed content production strategies, compelling producers to adapt to digital-first environments dominated by streaming platforms such as Netflix, YouTube, and other OTT services. This study employs a Systematic Literature Review (SLR) to synthesize how digital platforms reshape television content production and how producers respond to these changes. Using the PRISMA 2020 framework, the review analyzed 14 peer-reviewed articles published between 2019 and 2024, selected through a multi-phase screening and quality appraisal process. Thematic synthesis identified five recurring themes: structural adaptation, content transformation, audience engagement, economic realignment, and regulatory responses. The findings indicate that the most prominent effects of platformization occur at the structural and economic levels, followed by audience engagement and content transformation, while regulatory responses remain comparatively less explored. Content producers increasingly rely on workflow flexibility, multiplatform distribution, audience metrics, and differentiated monetization strategies to remain competitive. At the same time, they must negotiate both formal regulation and platform-based governance. This review addresses a gap in the literature by providing a more integrated understanding of how television production is being reorganized under platform conditions and by highlighting the strategic adaptations required for sustainability in a platform-driven media ecosystem. Keywords: Digital platforms, television content production, platformization, audience engagement, economic realignment. https://doi.org/10.17576/JKMJC-2026-4201-23
Media Framing Role in Shaping Organizational Opinion on Role of Persons with Disabilities in Malaysia’s Workplace
This study investigates how four Malaysian online news media frame organizational perceptions of Persons with Disabilities (PwD) in the workplace, and how these narratives influence HR professionals’ attitudes and practices, in comparison with international studies. The objectives are: (1) to examine how Malaysian news outlets frame PwD in relation to employment, and (2) to explore how these frames shape HR professionals’ organizational responses. A qualitative case study approach was adopted, combining semi-structured interviews with five HR professionals and content analysis of PwD employment coverage in four Malaysian online news portals (2020–2025). Entman’s diagnostic, prognostic, and motivational frames guided the analysis, while international framing studies from the UK, Japan, and UN disability discourse provided comparative context. Findings show that Malaysian media predominantly employ the compassion frame, portraying PwD as dependent and in need of assistance. The empowerment frame is less common but has gained visibility in recent years. HR interviews revealed that charity-oriented frames reinforce risk-averse hiring, with PwD perceived as requiring “special allowances,” while empowerment frames position PwD as untapped talent aligned with diversity and corporate social responsibility agendas. Success stories and empowerment policies encourage HR leaders to consider flexible work arrangements and targeted training. International literature reflects a similar tension between compassion and empowerment narratives, though Malaysia’s reliance on charity framing slows the normalization of PwD inclusion. The study contributes to organizational communication research in Southeast Asia by linking media frames with HR perceptions and workplace practices. Keywords: Workplace inclusivity, organizational policy, media framing, organizational communication, person with disability. https://doi.org/10.17576/JKMJC-2026-4201-24
Collaborative Communication in Mitigating Abrasion Disasters Through Community-Based Tourism
Bengkalis Island is one of Indonesia’s small islands that faces significant threats from coastal abrasion and land subsidence. These issues are partly caused by limited communication about disaster mitigation among stakeholders and the low level of environmental awareness. This study explores collaborative communication strategies for abrasion mitigation through the development of community-based tourism. Using a case study approach, the research focuses on communication issues related to abrasion disaster mitigation. The IPMPL community plays an important role not only as environmental activists but also as content creators, media users, and key communicators in abrasion mitigation efforts. This community has significantly contributed to the development of the Raja Kecik tourist destination as a way to increase environmental awareness among local residents, tourists, and other stakeholders. In carrying out these efforts, the community collaborates with various stakeholders, including the government, universities, companies, mass media, local communities, social media activist, environmental activists, and tourism activists. The development of Raja Kecik tourism has become an effective communication medium for promoting abrasion disaster mitigation. In addition, tourism-based disaster communication contributes to improving economic income while also strengthening environmental awareness. In the future, this collaborative communication approach should be institutionalized to further enhance public awareness and build stronger community resilience against abrasion disasters. Keywords: Abrasion, community based tourism, disaster communication, environmental communication, mitigation. https://doi.org/10.17576/JKMJC-2026-4201-25
Hooked on Screens: Examining the Motivational Factors on Binge-Watching Behaviour with Attitude as a Mediator
The emergence of various media service channels has caused the binge-watching phenomenon among viewers and brought adverse effects on media psychology. Various scholars have examined the Uses and Gratifications Theory (UGT) in understanding the motives of media consumption, but other motives require further examination. This study aims to examine the U&G motives (enjoyment, escapism, and social interaction) that influence the attitude and binge-watching behaviours through the extension of other motives (e.g., immersion and media appeal). The study applied quantitative research, with the use of purposive sampling to gather 280 valid responses via the online survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data and test the hypotheses. The results corroborated that enjoyment, escapism, and media appeals were the predictors of binge-watching attitude, but social interaction and immersion were not. In addition, the attitude of binge-watching positively affects binge-watching behaviours. The study evidenced that attitude served as a mediator between the motives (enjoyment, escapism, media appeal) and binge-watching behaviour. This research contributed to the UGT and media scholarship, with evidence that media appeal (technological gratification) is a new motive. The findings of this study urge streaming services, media content producers, and governmental bodies to formulate media policies and digital literacy initiatives on binge-watching to avoid the negative media effects on the younger generations and society at large. Keywords: Uses and gratifications theory, attitude, binge-watching behaviour, media appeal, media psychology. https://doi.org/10.17576/JKMJC-2026-4201-26
Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen
Digital Persuasion and the Normalization of Eating Disorder Content: Gen-Z Engagement with Online Eating Disorder Communities of X (Formerly Twitter)
Recent research trends have shown increasing visibility of eating disorder–related content on social media. This has raised concerns about how persuasive communication promotes the normalization of harmful narratives among young users. The purpose of this study is to examine how digital persuasion is constructed and experienced within online eating disorder communities on X (formerly Twitter) and how Gen-Z users interpret and engage with such content. Drawing inspiration from rhetorical persuasion theory, the study concentrates on the use of ethos, pathos, and logos in community-generated content and their role in shaping users’ engagement and meaning-making. This study employed a qualitative research design, using in-depth interviews with 10 participants who actively engage with eating disorder-related content on X. The findings of the research show that emotional appeals, peer credibility, and shared experiential narratives play a central role in sustaining engagement and contributing to the normalization of eating disorder behaviours within these online communities. Participants reported that repeated exposure to such content fostered feelings of belonging, validation, and perceived understanding. Furthermore, they highlighted that even when the users were aware of the potential harm associated with the content, they still felt persuaded. This study contributes to communication scholarship by demonstrating how persuasive strategies function within harmful online communities to shape users’ interpretations and engagement practices. It highlights the importance of addressing digital persuasion in media literacy efforts and communication-based interventions aimed at reducing the normalization of harmful health-related content among young audiences. Keywords: Digital persuasion, eating disorder content, online communities, Gen Z, X (Twitter). https://doi.org/10.17576/JKMJC-2026-4201-27
Mediating Effect of Flow Experiences Between TikTok Advertising Attributes and Cosmetics Purchase Intention Among Generation Z
TikTok short video advertising has promoted the traffic monetization model of social platforms, enabling content creators to realize commercial value through advertising revenue. Its short and engaging format fits the quick browsing habits of today's users, making it popular for sharing purchasing information. In the cosmetic industry, short videos help brands promote products and share beauty knowledge, making them widely used. Using the Stimulus-Organism-Response (SOR) model and TikTok as an example, this study examines how entertainment, informativeness, and interactivity in short video advertising affect Generation Z's intention to buy cosmetics. In this framework, flow experience, derived from Flow Theory, is introduced as a mediating variable to explain the process of consumer responses. A quantitative survey method was employed to collect data from 428 Gen Z consumers actively engaged with TikTok. The collected data was rigorously analyzed using SPSS 27 and Smart PLS 4.0. The findings indicate that the entertainment, informativeness and interactivity of TikTok short video advertising for cosmetics positively influence Gen Z's flow experience and purchase intention for cosmetics. Moreover, flow experience is shown to partially mediate the relationship between these advertising features and purchase intention. Overall, this study highlights the importance of advertising features and flow experience. This study provides valuable insights into brands and influences on effective marketing through TikTok short video advertising. Keywords: TikTok short video advertising, S-O-R model, flow experience, purchase intentions, Generation Z. https://doi.org/10.17576/JKMJC-2026-4201-28
Trusted but Questioned: Youth Perceptions of Social Media Influencer Credibility in Health Communication on Instagram and TikTok
The increasing reliance on social media has positioned influencers as prominent health communicators, yet concerns persist regarding credibility within an increasingly commercialised digital landscape. This study examines how Malaysian youth construct credibility and negotiate trust in influencer-led health communication. Adopting a qualitative interpretive approach, in-depth interviews were conducted with 15 youth aged 18–30 in the Klang Valley who actively engage with health content on Instagram and TikTok. Thematic analysis reveals that credibility is not a fixed attribute, but a dynamic, multidimensional process shaped by experiential expertise, relational authenticity, and transparency. Youth prioritise lived experience over formal credentials and engage in forms of digital collectivism, relying on peer validation and comment-section consensus to assess message legitimacy. Platform-specific dynamics further shape credibility judgments: Instagram is associated with curated professionalism, whereas TikTok facilitates algorithmic immediacy and perceived authenticity. While influencers effectively catalyse health awareness, particularly around mental health, behavioural engagement is often experimental and short-term rather than sustained. Theoretically, this study extends Source Credibility Theory by foregrounding the relational and communal construction of trust within non-Western digital contexts. Practically, the findings highlight the importance of experiential storytelling and community engagement for health organisations seeking to leverage influencer communication while mitigating misinformation risks. Keywords: Health communication, social media influencers, perceived credibility, youth, Instagram and TikTok. https://doi.org/10.17576/JKMJC-2026-4201-29
The Mediating Role of Motivating Language in the Relationship Between Leaders’ Interpersonal Communication Competence and Employee Performance in Malaysian Service SMEs
An organisation’s success largely depends on its human resources, particularly its employees, who need to be motivated and supported to perform effectively. Research indicates that leaders who possess strong interpersonal communication skills are better able to guide and manage their workforce. This quantitative cross-sectional study investigates how leaders’ interpersonal communication competence influences employee performance in Malaysian service small and medium-sized enterprises (SMEs) and examines the mediating role of motivating language in this relationship. Although prior research has separately linked leadership communication and employee outcomes, limited empirical work has explained the mechanism through which leaders’ communication competence translates into improved employee performance within SME contexts, particularly in developing economies. Drawing on leadership communication and motivating language theory, the study proposes that motivating language functions as an important behavioural pathway connecting leaders’ interpersonal communication competence with employees’ work performance. Online survey employed the Perceived Leadership Communication Questionnaire (PLCQ) to measure leaders' Interpersonal Communication Competence, direction-giving items from the Motivating Language Scale (MLS), and Employee Performance Job Assessment Scale. Data were collected from employees working in Malaysian service SMEs and analysed using partial least squares structural equation modelling (PLS‑SEM). The findings indicate that leaders’ interpersonal communication competence positively relates to motivating language and employee performance, and motivating language significantly mediates the relationship between communication competence and performance. These results extend leadership communication literature by empirically demonstrating the mediating mechanism of motivating language in SME settings and provide practical insight for organisations seeking to enhance employee performance through communication‑based leadership practices. Keywords: Motivating language, leadership communication, interpersonal communication competence, employee performance, mediating effect. https://doi.org/10.17576/JKMJC-2026-4201-30
From Prestige to Protest: The Role of Social Media in Amplifying Luxury Fashion Brand Hate among Malaysian Millennials
This study examines the formation and amplification of luxury fashion brand hate among Malaysian millennials in the Klang Valley. It specifically investigates how social media transforms individual negative sentiment into collective reputational pressure. Adopting a qualitative interpretive design, the research draws on semi-structured in-depth interviews with 15 Malaysian women aged 30 to 50 who reported negative encounters with luxury brands and subsequently expressed hostility online. Data were analysed using reflexive thematic analysis to identify the communicative and value-based mechanisms that shape the escalation of brand hate. The findings reveal that hostility in this context is driven by perceived corporate arrogance and elitism, where traditional luxury positioning is interpreted as socially exclusionary. Furthermore, distinct value incongruence regarding sustainability and authenticity generates significant evaluative tension. These interpretations are catalysed by high-intensity negative emotional encounters, such as perceived disrespect in retail settings, which motivate retaliatory communication. Crucially, the study identifies social media as an amplification infrastructure. Through mechanisms such as algorithmic visibility, peer validation, and identity signalling, digital platforms enable private grievances to escalate into performative outrage and public condemnation. The study contributes to strategic communication scholarship by clarifying how value-based dissonance translates into online escalation pathways. Practically, the results highlight the necessity for luxury brands to move beyond traditional prestige cues and adopt culturally attuned, verifiable ethical practices to maintain legitimacy among socially conscious millennial cohorts. Keywords: Brand hate, luxury fashion, millennials, social media amplification, value incongruence. https://doi.org/10.17576/JKMJC-2026-4201-31
The Mediating Role of Green Competencies and Awareness on the Emotional Green Marketing Advertising and Ecological Behaviour
This study examines the behavioral mechanisms through which emotional drivers shape ecological behavior by integrating cognitive and affective pathways within a structural framework. Specifically, it aims to (1) assess the direct effect of Emotional Green Marketing Advertisement (EGMA) on ecological behavior, (2) determine the influence of EGMA on green competencies and awareness related to e-waste (AWA), and (3) evaluate the mediating roles of these constructs in translating emotional appeals into sustainable consumer actions. Adopting a quantitative, cross-sectional design, data were collected from 350 Malaysian consumers using a structured questionnaire with five-point Likert scales. The proposed model was tested using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to simultaneously assess measurement validity and hypothesized structural relationships. The results indicate that EGMA significantly influences ecological behavior both directly and indirectly through green competencies and awareness. Green competencies exhibit the strongest mediating effect, emphasizing the importance of enhancing consumers’ environmental knowledge, skills, and problem-solving capabilities. Awareness related to e-waste also contributes meaningfully, demonstrating that emotional concern and risk perception motivate responsible disposal and consumption practices. Reliability and validity assessments confirm robust psychometric properties of the measurement model. Overall, the findings suggest that effective green marketing strategies should combine emotional resonance with competency-building and awareness initiatives to foster consistent and long-term ecological behavior. The study offers theoretical and practical insights for designing sustainability communication in emerging economies. Keywords: Emotional green marketing, e-waste awareness, ecological behavior, green competencies, sustainable consumption. https://doi.org/10.17576/JKMJC-2026-4201-32
A Systematic Review of the Persuasive Effects of Environmental Communication in Short Videos
Short videos have become a central format in environmental communication, yet evidence on their persuasive effects on sustainable tourism behavior remains fragmented. This study provides a systematic review of short-video persuasion in sustainable tourism contexts, synthesizing theoretical approaches, mechanisms, and boundary conditions. Following PRISMA guidelines, we searched 4 databases up to September 2025, identifying 2,151 records and retaining 12 peer-reviewed journal articles for analysis. The included studies were organized into three thematic clusters: (1) short-video content features and sustainable tourism intentions (7 studies, 58.3%), (2) social media influencer effects on destination persuasion (4 studies, 33.3%), and (3) audience evaluation of sustainable tourism information (4 studies, 33.3%), with some studies addressing. Methodologically, the corpus comprised cross-sectional questionnaire surveys (7/12, 58.3%), experimental designs (3/12, 25.0%), and content analytic approaches (2/12, 16.7%). Theoretically, studies drew primarily on Persuasion Theory, Stimulus-Organism-Response Theory, Technology Acceptance Model, and Source Credibility Theory, though actual behavior was measured in only one study. Message design features,including narrative framing, emotional visual cues, and production aesthetics,demonstrated conditional positive effects on pro-environmental intentions, operating through both cognitive and affective pathways. Influencer credibility and audience–source congruence further moderated persuasive outcomes. These findings underscore the field's overreliance on intention-based outcomes and geographically concentrated samples (5/12, 41.7% from China), highlighting an unresolved intention–behavior gap. Future research should prioritize longitudinal and cross-cultural designs, behavioral outcome measurement, and platform-level perspectives to advance both theoretical integration and practical communication strategies. Keywords: short video, persuasion, sustainable communication, behavioral intention, systematic review. https://doi.org/10.17576/JKMJC-2026-4201-33
The Relationship Between Framing Strategies and Intercultural Negotiation Outcome Among Working Professionals in Klang Valley
This research paper examines the relationship between framing options and the outcomes of intercultural negotiations among working professionals in the Klang Valley, Malaysia. Based on the Framing Theory and the Cultural Dimensions developed by Hofstede, the study focuses on three forms of framing strategies, namely, gain-loss framing, issue framing and emotional-rational framing, in which gender serves as a moderating factor. The study followed a quantitative research design that relied on a self-administered questionnaire that was sent using the Microsoft Forms. The stratified sampling was used to provide proportional representation of gender and professional sectors, thus making 451 valid responses. The survey used four-point Likert scale, which ensured the content validity and reliability of the instruments. Data was analyzed using IBM SPSS Statistics and PROCESS Macro, and includes descriptive statistics, Pearson correlation, multiple linear regression and moderation analysis. The results show that the three framing strategies have great effect on the outcome of intercultural negotiation. Emotional-rational framing was the most significant predictor (0.845, p =.001) and it reflects the importance of the need to combine logic and emotion sensitivity in a negotiation situation. Moreover, gender was observed to have a significant moderation between framing strategies and negotiation outcomes (p < .05) with female workers being more responsive to such strategies than their male counterparts. Altogether, the research points to the relevance of emotional-based and cognitively-oriented communication strategies in increasing the effectiveness of negotiation in culturally diverse working settings. Keywords: Framing strategies, intercultural negotiation, gender moderation, Klang Valley professionals, emotional-rational framing. https://doi.org/10.17576/JKMJC-2026-4201-34