The Use of Twitter by Malaysian Celebrities as An Election Campaign Instrument: A Review of The Literature

Abstract

This article discusses the context of Malaysian celebrities' use of Twitter as an election campaign tool. This article will discuss three goals concerning this problem: the relationship between celebrities and politics; the function of social media democracy in political campaigns; and the role of social media literacy in election campaigns. This research is essential because celebrities in Malaysia are increasingly using social media, particularly Twitter, to influence and win votes for the party's victory because they already have their followers and admirers. The content analysis method is used in this research to examine celebrity involvement and electoral campaigns. This phenomenon is interpreted as an emotional shift when celebrities are allowed to comment on their Twitter timelines. This is clear in GE-13's questioning of celebrities' attempts to promote their political opinions via Twitter by posting disparaging and unclear remarks about rival parties.