Communicating Change: The Five Sentiments of Change Perspective (Komunikasi Perubahan: Perspektif Lima Sentimen Perubahan)

Norhafezah Yusof, Rosna Hashim, Jamaludin Badusah, Mohd Majid Konting, Chan Kian

Abstract


This research investigated the reactions of agents and recipients of change toward the introduction of a new co-curriculum model in Higher Learning Institutions (HLIs) in Malaysia. The Five Sentiments of Change framework was used to interpret this introduction of change in the HLIs. Face-to-face interviews were conducted with two groups of participants. The first group consisted of eight experts playing the role of change agents, and the second group was comprised of 13 directors of co-curriculum centers. The latter were the target recipients of the change process. Data collected was categorized into themes, and the findings revealed significant contrasting reactions toward change between newly established and older universities. The present study is one of the few attempts to explain the impact of change on recipients in local HLIs.


ABSTRAK
Kajian ini meneliti reaksi agen dan penerima perubahan terhadap pengenalan model baru ko-kurikulum pada peringkat institusi pengajian tinggi (IPT) di Malaysia. Kerangka Lima Sentimen Perubahan digunakan untuk mentafsir perubahan yang diperkenalkan di IPT. Temu bual bersemuka dengan dua kumpulan telah dijalankan. Kumpulan pertama terdiri daripada lapan orang pelatih (pakar) rasmi yang memainkan peranan agen perubahan manakala kumpulan kedua pula diwakili oleh 13 orang pengarah pusat ko-kurikulum. Kumpulan kedua ini merupakan penerima sasaran yang terlibat dalam proses perubahan ini. Data yang dikutip dijeniskan mengikut tema dan dapatan kajian memperlihatkan reaksi yang berbeza yang signifikan terhadap perubahan. Perbezaan reaksi yang ketara dapat dilihat antara universiti yang baru ditubuhkan dengan universiti yang sudah lama ditubuhkan. Kajian ini merupakan salah satu usaha yang dibuat bagi memperincikan dampak perubahan terhadap para penerima perubahan di IPT tempatan.


Keywords : Communicating Change; Sentiments Change


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