Kempen media sosial dan AI dalam pilihan raya di Malaysia: Strategi dan implikasi terhadap demokrasi media digital
Keywords:
Kempen politik, media sosial, kecerdasan buatan (AI), demokrasi digital, komunikasi politikAbstract
Artikel ini menganalisis transformasi landskap kempen pilihan raya di Malaysia dengan tumpuan khusus terhadap penggunaan media sosial dan teknologi kecerdasan buatan (AI). Sejak Pilihan Raya Umum ke-12 (PRU12), media sosial telah muncul sebagai ruang komunikasi politik alternatif yang mencabar hegemoni media arus perdana. Penggunaan strategi seperti mikro-pembidik (micro-training), analisis data besar (big data) dan penglibatan pengundi telah merubah kaedah penyampaian maklumat politik serta merangka naratif yang mempromosikan penyertaan pelbagai segmen masyarakat. Menjelang PRU16, integrasi AI dijangka meningkatkan keberkesanan kempen melalui penyesuaian mesej secara peribadi dan mobilisasi pengundi bersasar. Walau bagaimanapun, isu kritikal berkaitan etika penggunaan data, ketelusan algoritma dan privasi pengguna berpotensi menggugat kredibiliti proses demokrasi. Artikel ini mencadangkan kempen politik digital diurus dengan beretika melalui penekanan terhadap literasi digital, perundangan data dan akauntabiliti teknologi untuk menjamin kemampanan demokrasi digital di Malaysia.
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