Short Video as a Medium for Voter Registration Campaign in Klang Valley

Abstract

This paper is about new campaign strategy to persuade young adult becoming a voter registrar. The issue for this study starts when the general election at Sarawak was not achieving the target of registered voters to complete their responsibility every four years. This study was conducted after realizing why young adults at the age of 21 did not become a voter yet. Furthermore, this study also identified how to encourage the young adult at the early of 21 to register as a voter for the election in Klang Valley. The objective of this study is to examine the problem of campaign in terms of visual communication for voter registration in Klang Valley. The study also evaluates the effectiveness of short video to bring awareness for the publics especially for young adult in Klang Valley. Other than that, the study is to propose a most effective short video campaign to attracting young adult to participate in voter registration. For this study, the researcher chose to use data archival, qualitative, and quantitative method in order to achieve the research objective. Content analysis approach has been used as a first phase data collection and discussion process. With this study, researcher hopes that it will help the Election Commission of Malaysia to achieve the target of voter registration indirectly contributing improvements in the study of campaign strategy by using short video as a medium.