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aIIil
I
SYed Arabi ldid
SItltlI.HRSHIPIN
Editors
Faridah IbrahimChang Peng Kee
Media and Democrary Research GrouP
(Politics and Security Research Niche)
@ Copyrlght to Media aad Democrary Research Group, IJKM,2014
AII rights relerved. No part of this publicationmay be produced, stored in retrieval qrctem,or uansmitted, in form or by any means,electronic, mechanical, pir",o.oiyi.rg, r..o.am* o,:,h:T,r., without the prior permission ofthe Media and Democracy Risearch Group, UKIvI
ISBN 978-98 3 -27 9 5 -27 _8
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: Zulfadli Omar: Asyraa Rajib: Adobe Garamond pro/Minion pro/Tiajan pro:8/9/10/tt
Book sponsored by :
ONG CHOON HOONGAlumni, Mendon, (IKM
Published by
Y.9 *d Democrary Research Group(Politics and Securiry Research Niche)
:1".I"r1T:: of Malaysian and International Srudiesu-ruverslu Kebangsaan Malaysia43600 Bangi, SelangorMALAYSIATeL 03 89214169Far 03 8926t022
CHAPTERiI: ISSUES,CHALLENGESANDOPPURTUNITIES
IN PUBLIC RELATIONS
CHAPTER 12: PUBLIC RELATIONS IN MANAGEMENT:
OPPURTUNITI ES, PROBLEMS AND CHALLENGES
CHAPTER 13: CURRICULUM PLANNING FOR PUBLIC RELATIONS
PART 4Public Opinion, Politics and Elections
CHAPTER 14: THE MALAYSIAN ELECTIONS OF 2013:
LESSONS FROM THE PAST
CHAPTER 15: WHAI AND WHO: MARCHING UP THE WHYIN THE COMINC ELECTIONS
CHAPTER 16: POLITICAL PUBLIC OPINION STUDIES INMALAYSIA
CHAPTER 17 THE YOUNG MALAYSIAN VOTERS
CHAPTER 18: THE ROLE OF BLOGS IN AN EMERGING SOCIETY:
A STUDY OF A MALAYSIAN BY-ELECTIONS
CHAPTER 19: ./ITIzuBUTES OF POLITICAL CANDIDATES:
PERSPECTIVES YOUTHCHAPTER20: IvIALAYSIAN ELECTIONS 1999
Penr 5Media and Youth
CHAPTER2l: yZ FACTORS INFLUENCING MALAYSIAN YOUTHFI RST IDENTITY DISCLOSURE
CHAPTER22: PUBLIC SECTORCOMMUNICATION INTHE DEVELOPMENT OF THE STATE
APPENDIX 1 : COMMITTEE MEMBERS OF SYED AMBI IDIDSPECIAL PROIECT
169-174
775-1.86
787-198
799-210
211-224
22s-234
235-256
257-278
279-294
295-312
313-332
'
333-356
357-358
::-:.:li;$i.. :::;
. a,a
CHAPTER T9ATTzuBUTES OF POLITICAL CAN DIDAItrS:
PERSPECTIVES OF YOUTH
NTRODUCTION
leader can be found in social sysrems that include family, sociery organization,
iountry and etc, In Islam, even among a group of travelers (a minimum of three
people), Prophet Muhammad has encouraged t}rem to select one Person among
them as a leader. Jhese indicated that having a leader is necessary because the
systems or a group of travelers could be managed properly. In doing so, what
important is to have an ef[ective leader. An effecdve leader is a part of other
people, normally called group members of team members. Research has suggested
that effective leadership is largely a function of either the traits possessed by
individuals, or the pafterns of behaviour they demonstrate (Geier, 1969; Bass,
1990).
This chapter rries to find out the attributes of political candidates that
are looked upon byyouth in making their decision during election process. Youth
votes count. So, the objectives of this study are to find out (1) the proportion
of youth who voted for candidate as compared to parry affiliation, issues that
are raised, and others; (2) perceived important attributes ofpolitical candidates,
and (3) the amibutes of politicai candidates that are decisively infuencing voting
preference among youth.
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SCHOLARSHI P IN TRANSFORMAIION
TITERATURI REVIEW
The leaders emerged from different ways. It depends on how we look at theprocesses of leadership formation. Two approaches to looking at leaders "r. fro*
the attributes ofthe person and from the behavioral aspecr.There are many leadership theories that herp exprain the rypes of readers
and leadership styles. For example, A Great person Theory pori..a that greatleaders possess key traits that set them apart from most oth., hrrm.n b.ing.Although not all studies confirmed what have been theorized, Kirkpatrick andLocke (I99r) after reviewing a rarge number of studies confirmed th.'th.ory th.,certain *aits, together with other factors, are the elements that make them special.According ro them, leaders do nor have to be great men or women by beingintellet:rual geniuses or omniscient prophet ro succeed, but they do need to havethe rigirt unique traits that are essential for being leaders. The characteristics ofsuccessfirl leaders include drive; honesty and integriry; leadership motivation; self_confident; cognitive abiliry; knowledge of the business; *eativity and flexibiliry.
Unlike the trait approach, an effective leader accord-ing to the behaviorapproach is explained by leadership styles: (1) autocradc versus participativeleadership behavior and (2) person-oriented. versus production orienued leaders.Autocratic sryle is the extent to which readers permit subordinates to take partin decisions while participarive sryle is the extent to which leaders direct theactivities of subordinates and tell them how ro carry out their jobs. According toMuczyk and Reimann (r987) none of the sryres of leadership (directive democrat,direcdve autocrar' permissive democrat, and permissive autocrat). is best under ailconditions and in all situations. Thus, siruational leadership theorywas developed.
A leader needs to adopt styre that match with the needs of organizarionin producing effective leadership. Another leadership behavior th"t d.rior,rt rt.,a person as an effective leader is when the leader concerns with both productionand people in the organization (Greenberg & Baron, 1995). Although thetwo dimensions are largely independent that a leader may be high on .orr..rnwith people but low on concern with production, considering borh people andproduction dimensions in leadership behavior have positive consequences onwork-related atdtudes and productiviry of the organization.
Jhe trait and behavioral approaches provide some theorericalbackground on effective leadership according ro wesrern perspective. 'wesrern
theorists also came up with tle concept of emergent leader based on popurarity
280
ATTzuBUTES OF POLITICAL CANDIDATES
concerned, where nerworking and linkages place an important role
to being known. In political scenario, this rype of leadership tends
In Islam, the concern is more on the role as a leader. All mankind are
ro serve Allah and one of the responsibilities is to be a Khalifah on this
As human beings are given amanah to carry out the responsibilities to
on this earth, this suggests that everybody is created by Allah with
ncy to be a leader. Another uniqueness of leadership in Islam is the
of accountabiliry. Leaders are provided with divine guidance how to be a
Ieader in the family, sociery, organization, and country' Those leaders
trom shariah (Islamic Law) and bring followers away from the right
be punished in hereafter. Thus, effective leadership in carrying the task
fundamental objectives of the group is essential in order to manage the
running of the grouP.
Malaysia is an Islamic counrry pracricing both Islamic law and civil
Many wouid like the leaders to have good attributes. This is because no
encourages unethical behavior on *re part ofthe leaders' So, a study was
to elucidate the preferred rypes of leaders by youth.
HODOLOGY
study made use of survey research design method. Data were collected using
iew schedule. It was conducted from 2 - 5 October 2007. A small number
residents were chosen ro represenr the youth population in each location.
face interviews were conducted with the youth of Parliament and DUN
ions. Respondents took around 30 to 40 minutes to answer the questions.
respondents were selected based on rhe strata given to the enumerators. A total
978 respondenrs were randomly selected, stratified using race and gender, from
states, namely, Penang (Kepala Batas and Bukit Bendera), Kelantan (Kota
and Machang), Selangor (Gombak and Serdang), and Kuala Lumpur' The
were analyzed using sPSS\rIN 12.0. Descriptive and inferential statistics
used for the study. For descriptive statistics, frequenry, Percentage, mean
standard deviation were used while for inferential statistics, one-sample t-test,
t t-test, and discriminant analysis were used. Factor analysis and
iliry test were also used for exploring the items used for the srudy'
28t
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SCHOLARSHIP IN TRANSFORMATION
Reliability Test and Factor A-nalysis
Thble I presenrs the reliabiliry resr for rhe 20 items used in determining importaamibutes of political candidates that are suitable for national le"d.rrhcharacteristics considered for dris sudy. Resulm reveal that two factors emergewhere Fl consisrs of 12 items and F2 comprised of 8 items. Factor I is labeledPersonaliry Attributes while Factor 2 is labeled as Demographic characteristirFactor t has an Eigen value of 5.872 with Percentage of variance Explained fi29.357 and its Alpha Cronbach value of 0.8962. Factor 2, on the other hanhas an Eigen Yalse of 3.269 with Percentage of variance for 16.343 and AlplCronbach vilue of 0.777. Both Factors are distinct and onhogonal in nature arthe irems fall under each factor are reliable measures of the factor concerned. Iritems were deleted for the srudy.
Thble I : Mean, Standard Deviation and Factor Loadings of Amibutes of poliric
Candidates
No.
A
tHffiXt | ,*" rrrl I Fl I ., I co--ooaity
Personality Attributes (Fl )
I Friendly 3.31 (0.70) 0.442 0.300 0.483
2 Keep to promises 3.58 (0.56) 0.668 0.r94 0.480
3Able to voice outopinion diligendy
3.56 (0.56) 0.670 0.175 0.489
4 Liked by people 3.55 (0.54) 0.678 0.173 0.540
5Have a lot of usefirlideas
3.62 (0.5r) 0.730 0.083 0.495
6vrsronary/tar-
"i-L.-l3.64 (0.51) 0.703 0.031 0.555
7 Fair 3.65 (0.49) 0.745 0.016 0.481
8 J*t 3.58 (0.51) 0.691 0.061 0.510
9 Credible 3.63 {0.51) 0.712 0.055 0.475
10 Mature 3.60 (0.53) 0.684 0.084 0.475
282
ATTR]BUTES OF POLITICAL CANDIDATES
Demographic Characteristics (F2)
0.228
0.660
0.63i
0.516
0.456
0.404
0.274
Alpha Cronbach 0.896 0.777
Characteristics of the Respondents
y more than half of the respondents are male (5l.4oto1while the rest(45.6o/o)
female (Thble 2). The respondents consist of mainly Malay (52.8o/o), followed
Chinese (4l.5Vo) and In&an (5.lVo). The proportion of the overall youth
as their age increases. The respondents comprise of an almost equal
belonging to single (48 .3o/o) and married yo uth (51 .7o/o) . More than one-
ofthe respondents (39.80/o) were educatedwith STPM/HSC. More than half
the respondenrs (53.9o/o) are Muslim. Almost hdf of the respondenrc (49.7o/o)
to the RM500-RM2000 income bracket. Almost half of the respondents
.7o/o) corne from family having income between RM2000-RM4000 income
283
SCHOLARSH I P IN TMNS FORMATION
Thble 2: Demographic Characteristics
No. Characteristics Frequency Percentage
!
GendenMaleFemale
Total
522456y78
53.446.6
100.0
2
Race:
MalayChineseIndianTotal
516406
56978
52.8
4t.55.7
100.0
3
Ag" (y'),21-2526-303t-353640liotal
299291220168
978
30.629.822.517.2[00.0
4
Status:
SingleMarriedTotat
455487
9a
48.3
51.7100.0
5
Highest Education:UPSR/Primary 6
PMR/SRP/LCESPM/SCSTP/HSCCertificate (Polytechnic/etc)
DiplomaDegreeTotal
L7
62
387
55
105
184r62972
1.7
6.4
39.8
10.8
18.9t6.7
100.0
Religion:Islam
ChristianBuddhistHinduO*rersTotal
527122)5)6710
978
Individual Monthly lncome:No IncomeRMl-500RM501-1000RM1001-2000RM2001-3000RM3001 and more
Total
ATTRIBUTES OF POLITICAL CANDIDAIES
Family Monthly Income:Less than RM1000RlvI1000-2000RM2001-3000RM3001-4000RM4001-5000RM5000 & moreTotal
80160', <-7
)14
119
126965
53.9t2.525.86.9
1.0
100.0
t7.24.717.729.320.410.8
100.0
8.316.626.623.1
t2.313.1
100.0
Election Status of Youth
Thble 3 presents youth elecdon starus. More than three-quarters of the respondents
are registered vorcts (77.9o/o). Those who are not registered yet claimed that they
are busy (27.9o/o and not interested in politics (12.4o/o). However, they claimed
that they intend to register (65.20/o). From the 768 registered voters,72.7o/ofua{,
gone for election at least once (39 .60/o). More than one quarter of the respondentC'
(27.0o/o) has yet to go for election. Almost two-thirds of the respondents (61.87o)
afe not interested in politics. -:..,
285
-:.:!ai:i::r':t
SCHOI-A.RSHIP IN TRANSFORMATION
Thble 3: Youth Election Satus
No Election Status Percentage TotA
768210
j126
6
46
2
8
t218
92
zto
RegisteredVotenYes
NoTotal
77.922.1
100.0
2
Reason for not registering:No interest
\Tasting timeNo dme to register/busy
No change
Lazy
Never go for dectionOthersNo response
Total
12.42.921.9
1.0
3.85.78.6
43.8100.0
3
Had gone for election:Yes
NoTot l
72.727.3
100.0
5582i0768
4
Intend to regigtenYes
NoTotal
65.2
34.8100.0
r37/)
2ro
5
No. of times gone for election:0
1
,3
45
Total
27.039.6r6.712.0
4.60.3
100.o
207
304128c)?
35
2
768
ATTRIBUTES OF POLITICAL CANDIDATES
Intercsted in Politics:
Yes
NoTotal
38.261.8
100.0
374632
978
in deciding.whar to base on for their voting decision. It is found that almost
third of .li. ,.rpo.rd.nrs would vote based on candidate afiributes. Almost
of the respondents (46.50lo) would vote for parry regardless who the candidate
INGS OF THE STUDY
ofthestudyarePresentedaccordingtotheobjectivesofthestudy.
InfuencingVoting
major factors do infuence voting during a national primary election' Table
,1, ,h"t one-third of the respondents feel that candidate plays an important
il. almost rwo-fifths of them would prefer to vote based on issue raised
ng campaign Period.
Table 4: Factors Infuencing Vodng
Factors Influencing Voting Frequency Percentage
Prtry
Candidate
Issue
Others
Totel
455
323
175
25
978
46.5
33.0
17.9
2.6
100.0
Perceived Important Attributes of Political Candidates
In most cases, rhe chosen poiitical candidates will become national leaders' There
are important characteristics of the leaders that are aspired by youth to rule the
,r*tiorr. As such 20 aaributes of leaders are posed to the youth to rate in terms of
their importance to them from 1 as 'not very impo nanl ' 2 as 'not important" 3 as
,i::..t:iir
287
SCHOLARSHI P IN TRANSFORMATION
'important' and 4 as very importaat'. Thble 5 presents the results whereby certain
afiribures are found to be important to the youth. It is found all the personaliry
amributes are perceived to be important for political candidates who in turn will be
leaders, once they are chosen by the people to represent tieir constituency. Such
afiributes, according to perceived importance, are ethical and morally sound, fair,
trustwortly, visionary/far-sighted, credible, have a lot of usefirl ideas, just/6rm,
marure, keep to their promises, liked by people, can voice opinion diligently, and
friendly.
The rwo demographic characteristics of the political candidates that are
thought to be important by the respondents are highly educated and religious.
O*rer attributes are perceived as not imponant (Thble 5):
Thble 5: Perceived Important Attributes of Political Candidates
No.
A
Attributes of I Mean I Overall
Candidates I fSot lP"r."ot"rtx df
P
Personality Attributes
I Friendly 3.31(0.70) 82.75 13.u5 953 0.000
2 Keep to promises 3.58 (0.56) 89.50 31.406 953 0.000
3Able to voice outopinion diligendy
3.56 @.56) 89.00 30.784 953 0.000
4 Liked by people 3.55 0.54) 88.75 30.980 953 0.000
) Have a lot of usefi.rl
ideas3.62 (0.5t) 90.50 36.539 953 0.000
6Visionary/far-
sishted3.64 (0.51) 91.00 38.1 58 953 0.000
7 Fair 3.65 (0.49) 9r.25 40.959 953 0.000
8 Just/firm 3.58 (0.51) 89.50 34.600 953 0.000
9 Credible 3.63 (0.51) 90.75 37.811 953 0.000
10 Mature 3.60 (0.53) 90.00 34.598 953 0.000
1lEthical and morally
sound3.67 (0.4e) 9t.75 42.092 954 0.000
288
-t
::t-i
ATTRIBUTES OF POLITICAL CANDIDATES
Demographic Characteristics
Religious I Z.zl 1o.aq | 82.25 10.i71 I 953On a 4 point scale, where 1= not very imporrant, 2=nor important,
3=important, 4=very important*Test value=3.0
Thble 6: Independent r-resr berween candidates and others in terms ofAttributes of Political Candidares
Attributes ofCandidates
Personality
289
0.078
r5.93t
2.47 (0.92)
2.48 (1.00)
Same gender as you
2.65 (0.9r) -11.614
Able to voice outopinion diligendy
.
SCHOLARS HIP IN TRANS FORMATION
290
4 Liked by peopleI0
312
642
3.49
3.58
0.60
0.52-2.268 952 0.024
5Have a lot of usefi-rl
ideas
1
0
312
642
3.58
3.63
0.53
0.51t.457 952 0.145
6Visionary/far-sighted
1
0
312
642
3.63
3.64
0.51
0.52-0.069 952 0.94
7 FairI0
312
642
3.66
3.65
0.49
0.500.409 952 0.6s:
8 Just/firm1
0
312
642
3.59
3.58
0.51
0.520.154 952 0.871
9 Credible1
0
312
642
3.64
3.62
0.r l0.52
0.462 952 0.64.
l0 MatureI0
312
642
3.6t
3.59
0.54
0.530.507 952 0.61
t1Ethiel and morallysound
1
0
312
643
3.69
3.66
0.49
0.500.875 953 0.38
L2 Tiusmorthy1
0
312
642
3.65
3.67
0.55
0.53-0.559 952 0.57t
B Denographic Characteristics
t3 Highly educatedI0
312643
3.353.43
0.810.76
t.431 953 0.15
L4 High incomeI0
312643
2.642.71
0.900.86
t.136 953 0.25
L5 Same race as you1
031264r
2.48
2.46
0.990.90
0.345 951 0.73
r6 Same religion as youI0
3t2642
2.462.49
1.090.97
-0.466 952 0.64
t7 Same gender as youI0
31064r
2.132.02
0.890.77
1.878 949 0.06
l8 Same politicalideolog;r as you
1
03t264r
2.572.69
1.000.89
1.964 951 0.05
ATTzuBUTES OF POLITICAL CANDIDATES
0.852
311 | 3.23 10.94 -r.250 o<, o.2tl643 13.3t 10.83
*l =Candidate, 0=Others
Furdrer analysis reveals that only 55.2o/o of the attributes are able to
classified according to whether the respondents would vote for candidates or
However, based on Table 7, the discriminating factors for deciding to vote
candidates are according to the following atuibutes, nameiy, liked by people,
ideology, friendly, same gender, keep to promises, have a lot of useful ideas,
to voice out opinion diligendy, and highly educated. There is a mixture ofnaliry attributes as well as demographic characteristics of the candidates that
be used in predicting the winning candidates.
TableT: Structure Matrix for Discriminant Analysis berween
Candidates and Others in terms of Attributes of Political Candidates
No. Attributes of Candidates Function I
I Liked bv people -0.403
, Same political ideologf -0.346
Friendly -0.327
4 Same gender as you* 0.326
5 Keeo to oromises -0.308
6 Have a lot of usefirl ideas -0.279
7 Able to voice out opinion diligendy -0.258
8 Highly educated* -0.248
9 Religious* -0.226
10 Have hieh income+ -0.1 91
1l Ethical and morally sound 0.139
t2 Tiustworrhy -0.10i
t3 Marure 0.081
t4 Sa-me religion as you* -0.072
291
SCHOLARSHIP IN TRANSFORMATION
15 Fair 0.06,t6 Same race as you* 0.056
17 Credibie 0.050
18 Visio nary/far-si ghted -0.033
19 Same state as you* -0.0t7
20 Just/firm 0.005* Demographic characteristia (F2)
CONCLUSIONS
Based on the findings of the srudy, it can be concluded thar even though almosthalf of the youth would vote for parry, one-t},ird of them would also consider
candidate as an imporrant considerarion when selecdng a political candidate, whoin turn would be national leader if he/she won the election for his/her consdtuency.
Therefore, party and candidate play an important role in the nomination ofcandidate for each constituency.
Perceived impotanr amributes of political candidates preferred by youthare more-towards personality amributes t.han of demographic characteristics. Allthe personaliry items are considered important by the youth for the candidates
to possess. Such amributes are in line with leader attributes of the Tiaits Theory
and the Greaf Person Theory. Therefore, the candidate should be friendly, keep
to promises made, able ro voice out opinion diligendy, liked by people, have a
lot of usefirl ideas, visionary/fu-sighted, fair, just/firm, credible, marure, ethical
and morally sound, and trusnvorthy. The candidate is of an advantage if he/she is
highly educated and religious, too.
The differentiating factor berween those who would vote for candidate
than those who would vote for parry and issues is gender. The former would prefer
caadidate who is similar to him/her, that is, male youth would vote for male
candidate while female youth would vote for female candidate. In addirion, those
youth who would vote for parry ald issues would also take into consideration
political candidates who are friendly, keep to promises, able to voice out opiniondiligendy, have a lot of useful ideas, liked by people, highly educated, and have
the same ideology ro rhem.
292
ATTRIBUTES OF POLITTCAL CANDIDATES
(1990). Bass and Stogditti handbooh of hadership, 3'd ed' New York:
Press.
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ral of Communication, 17 , 376'323.
J. & Baron, R.A. (1995)' Behauiour in Organizatioz' Prentice Hall'
Cliffs, NewJersey.
i.[. S.A. & Locke, E. A. (1991). Leadership: Do traits matter? Aca*my
'of Managrmert Executiue, 5, 48-50' -
., l.P & Reimann, B.C. (1987). The case for directive leadership' Acadcmy
Management Reuiew, 12, 637 -647 .
r jointly u.tritten with ,4ssoc. Prof Dn Saodah \Yoh hnd Prof Dr' Abdul'Moan , II{JM. Presented at 7th Biennial Conference of the Pacifc and
' communication Association (PACA 2009) : communication Encounters
Grhures. Organized by: Department of Comrrutnication, Facuby of
Languages and Comm'unication, (Jniuersiti Pu*a Makysia ' 10-12
2009
293
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