Twitter as a Tool for Public Diplomacy: Analysing Bernama’s influence on political narratives during Malaysia’s GE15

Shafezah Abdul Wahab; Muhammad Hakimi Tew Abdullah; Khairudin Murad

doi:10.21834/e-bpj.v10iSI34.7449

Authors

Shafezah Abdul Wahab Faculty of Communication and Media Studies, Universiti Teknologi MARA Melaka, Malaysia
Muhammad Hakimi Tew Abdullah Faculty of Communication and Media Studies, Universiti Teknologi MARA Negeri Sembilan, Malaysia
Khairudin Murad Faculty of Communication and Media Studies, Universiti Teknologi MARA, Shah Alam, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v10iSI34.7449

Keywords:

Public Diplomacy, Media Framing, Twitter Communication, Malaysia’s GE15

Abstract

This research examines how Bernama, Malaysia's national news agency, used Twitter as a public diplomacy tool during the 15th General Election (GE15). Using qualitative methodology through in-depth interviews with Bernama's digital editorial professionals, the research investigates the balance between government influence and journalistic integrity in shaping political narratives. Findings reveal Bernama's strategic application of Twitter to influence domestic public opinion and international perceptions. The research identifies significant challenges in maintaining media neutrality while adhering to government directives during politically sensitive periods. Results demonstrate Bernama's important role in Malaysia's public diplomacy strategy and its substantial impact on its international political credibility.

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