CHAPTER 3 METHODOLOGY DATA COLLECTION METHOD:

SUBJECT: Subject that we focus in this research is new media in political public relations campaign, the effectiveness of the online campaign towards teenagers. After had a few discussions with my supervisor Sir Abuzar Bin Abd.Halim, I decided to choose comparison on opposition and government political campaign tool as my case study. The main reason why I chose new media in political public relations campaign as my subject is because of its current issues Malaysia will face Pilihan Raya Umum that makes every politic party busy doing their campaign to get the vote from publics. The revolution of technologies and new media makes the campaign becomes more interactive towards public especially to young generation. From this research we can see which rather government or opposition online campaign is more effective towards teenagers. To see the comparison details about this subject I use to ask teenagers public audience from different gender, race, and course about their tendency on online politic campaigns.

POPULATION: The Population in this research was composed of three categories, races, course and gender. There are three main races that we will focus on, they are Malay, Chinese and Indian people and all of them will be stated under teenagers ages start from 21 until 30 years old and gender categories through the questionnaires that will be distribute. I decided to use variety of course from UiTM Shah Alam which is from Faculty of Communication and media studies, Faculty of Engineering, Faculty of Computer Science and also Faculty of Art Design students. I focus on these different courses because I want to know the effectiveness of online politic campaign from different perspective of students course. I also decided to use several teenagers population outside from UiTM Shah Alam to answer the questionnaire. It can be from variety of race which is Malay, Chinese and Indian.

SAMPLE SIZE:
For questionnaire survey, I had distributed 50 sets of questionnaires around UiTM at Shah Alam Selangor and also 50 sets of questionnaires at Berjaya Times Square Kuala Lumpur. I chose UiTM Shah Alam because it is one of the main centres students from variety of course. I also choose Berjaya Times Square Kuala Lumpur because of public attraction. It is really important for this research to know either opposition or government online campaign is more effective is towards teenagers in Malaysia.

QUALITATIVE RESEARCH: In this method, I use two tools; there are in exploratory research and participants observation.

a) Exploratory research:
Exploratory research is a type of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist. Exploratory research often relies on secondary research such as reviewing available literature and data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies. The Internet allows for research methods that are more interactive in nature. For example, RSS feeds efficiently supply researchers with up-to-date information; major search engine search results may be sent by email to researchers by services such as Google Alerts; comprehensive search results are tracked over lengthy periods of time by services such as Google Trends; and websites may be created to attract worldwide feedback on any subject. The results from exploratory research useful for provide significant insight into a given situation. Although the results of qualitative research can give some indication as to the "why", "how" and "when" something occurs, it cannot tell us "how often" or "how many".

This methodology is also at times referred to as a grounded theory approach to qualitative research or interpretive research, and is an attempt to unearth a theory from the data itself rather than from a predisposed hypothesis. While the research proposal is in progress, I faced a sort of problems like what had happened was we found out the difficulties of choosing the relevant topic according to the theme of public relations. The problem later was solved by made an appointment and discussions several times with my supervisor lecture Sir Abuzar bin Abd.Halim. I finally came out with the topic of effectiveness of new media in political public relations campaign towards teenagers the comparison between opposition and government politic campaign tool. I chose political subject because of the exploratory research where Malaysia General Election will coming soon and all politic party compete among each other to promote their campaign towards public and nowadays from media we can see their try to influence teenagers to involve in politic to get more voters. They showed us something that we found it bizarre in the political industry because they came out with combining of new media technologies as their main tools to channel the politic campaign especially towards teenagers. When my topic is approved by Sir Abudzar, I started to collect literature review by using exploratory method. I use two medium which is books and internet research to get more information and details the current and past research about this subject. Between the books I use in collect qualitative data is A Dictionary for Comunication and Public Relations Practice and Government and Political Public Relations both from Mohd Hamdan Adnan. Helming the Times by Najib Tun Razak, Politik Baru by Saifuddin Abdullah and many more. From the internet research I try to search as much information that related to this subject from trusted sources because there is unlimited information that we can find from internet. But I make sure the source from internet is reliable to use in this academic writing. I also not forget to citation all the sources in references chapter.

b) PARTICIPANT OBSERVATION:
Participant observation is a qualitative method with roots in traditional ethnographic research, whose objective is to help researchers learn the perspectives held by study populations. As qualitative researchers, we presume that there will be multiple perspectives within any given community. We are interested both in knowing what those diverse perspectives are and in understanding the interplay among them. Qualitative researchers accomplish this through observation alone or by both observing and participating, to varying degrees, in the study communitys daily activities. Participant observation always takes place in community settings, in locations believed to have some relevance to the research questions. The method is distinctive because the researcher approaches participants in their own environment rather than having the participants come to the researcher. After I had gone through our research at feedback monitoring on YouTube, Najib Tun Razak official Facebook and also Anuar Ibrahim official Facebook, about a month, a lot of useful information and people behaviour I got in our observation. I gain a lot of information through public feedback on that three channels and its very usefull in this research. Through the observation we found out that many people act obsess with politic issues and Malaysian people mostly the young use a lot of bad language when giving feedback on a political issue and most of the feedback rather blaming each other rather than solve problems when their talk about politics. In terms of rating, I observe Red Bag Music channels on YouTube that broadcasts Undilah song. The rating at 5 December 2011 until 4.46 pm is 353,564 viewers with 3255 likes and 67 dislike and 779 comments on YouTube. It show that new media approach receive high respond from publics because it can be shared to anyone anywhere in the short time. Undilah is one of Pete Teo Public Service Announcement Project and its about voting. The projects, is a non-partisan effort. It features common folk and quite a few famous people, including politicians, business people, musicians, actors, and sportsmen. It was shot on the streets of Kuala Lumpur but its spirit extends to every corner of Malaysia. The interactive fundamental of Undilah that show in YouTube is one of the prove that online political campaign is more effective with new media technologies because the young nowadays more vulnerable to the use of social media such as Facebook, Youtube, Twitter and many more.

QUANTITATIVE RESEARCH: Quantitative research refers to the systematic experimental investigation of social phenomena via statistical, mathematical or computational techniques. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena. The process of measurement is central to quantitative research because it provides the fundamental connection between empirical observation and mathematical expression of quantitative relationships. Qualitative methods produce information only on the particular cases studied, and any more general conclusions are only hypotheses. Quantitative methods can be used to verify, which of such hypotheses are true. In this academic writing I use to plot set of questionnaire that content four section which is section A (demographics), Section B (political approach) Section C (new media approach) Section D (the cause). 50 sets of questionnaire had be distribute among UiTM Shah Alam students and 50 more had distribute to public outside from UiTM. To get the statistic data, SSPS data collection application had been used to calculate the data received.