Voter's gratification in using online news and the implications on political landscape in Malaysia

Abstract

In recent years, democratic societies have relied heavily on online news to enlighten the public on current issues in politics. This study investigates voters' gratification in using online news and its implication on the political landscape. This study examined how information seeking, social utility, guidance/judgment, and personal fulfillment drawn from the Uses and Gratification theory, change Malaysians' voting decisions. The survey included a sample of 700 registered voters from the Malaysian Klang Valley. The data were gathered using convenience and purposive sampling using nonprobability sampling technique. Analysis from Partial Least Squares Structural Equation Modeling using SmartPLS 3.0 demonstrated that information seeking, social utility, guidance, and personal fulfillment could positively determine the people's vote choice. Using online news for guidance is the strongest predictor of the people's vote choice. This study provides important implications where the government can capitalize on the effectiveness of online media to reach the public and rationalize major policy decisions. Future research may utilize a longitudinal approach.