FACEBOOK AS AN ONLINE SOCIAL NETWORKING TOOL: THE CASE OF THE MALAYSIAN ARMY

Abstract

Facebook has become increasingly important social media channel, not only in civilian society but also in the military sector. As one of the social media platforms, it can be used as a strategic communication tool for opinion-forming and psychological operations. Facebook is used by big and small organizations to communicate within the public sphere. It can also facilitate communication and interaction with potential recruits, family members, and friends. The Malaysian Army, the biggest component in the Malaysian Armed Forces (MAF) is aiming to fulfill its vision as a credible Army force in achieving peace and stability for the country. After eighty-six years since its inception, the question rises whether the Malaysian Army remains relevant in communicating information to the general public about security and sovereignty of the nation. Hence, the Malaysian Army optimised its communication strategy by using Facebook to communicate to the people at large in the cyber space. In this study, we conducted a content analysis of the Malaysian Army Facebook to explore its potential in building the influence and empowerment of the Malaysia Army. The results indicated that the the Malaysian Army had moderately operated its Facebook as a communication channel for various military operations and activities, hence it is suggested that they optimize the social media platform to instil the sense of patriotism and the confidence among the people