Edited by Associate Professor Jirayudh Sinthuphan and Professor Tom Watson This new conference was organised by the Faculty of Communication Arts, Chulalongkorn University and The Media School, Bournemouth University to provide a platform for research into Asian perspectives of corporate and marketing communications in all forms and time scales. February 2014 Author(s) & Affiliation Title Amini Amir Abdullah & Fahmi Azar Mistar, Media Significance: The understanding of 1Malaysia Universiti Putra Malaysia Concept Ana Adi & Nathaniel Hobby, Bournemouth Social Media Monitoring for Higher Education: A University, UK case study of corporate marketing communications of Bournemouth University and its outreach to Asia Saravudh Anantachart & Papaporn Chaihanchanchai, Current Status of Integrated Marketing Chulalongkorn University, Thailand Communications in Thailand Peng Hwa Ang, Nanyang Technological University, Marketing in an Age of Greater Privacy Awareness in Singapore ASEAN Nigel M. de Bussy & Lokweetpun Suprawan, School The Impact of Corporate Social Responsibility of Marketing, Curtin University, Australia Branding on Consumer Attitudes: A Thai Perspective (Abstract) Prapassorn Chanssatitporn & Jirayudh Sinthuphan, Message creation of Thai governmental organization Chulalongkorn University, Thailand to enhance the creative economy in Thailand Graeme Domm, Deakin University/RMIT University, Western public relations in South East Asian Australia environments: More than just a matter of “cultural sensitivity”? Retno Hendariningrum, University of Pembangunan How is IMC strategies on advertising agency: The Nasional “Veteran” Yogyakarta, Indonesia Indonesian style of Dwi Sapta IMC company Chun-ju Flora Hung-Baesecke Hong Kong Baptist Communication in stakeholder engagement and University, Hong Kong corporate brand building: A Starbucks case (Abstract) Varsha Jain, Neha Damle & Khyati Jagani, Mudra Integrated Marketing Communication in Nutrition Institute of Communications, India & DDB Mudra Segment (Abstract) Group Kevin L. Keenan, American University in Cairo, Coverage of China in the Egyptian press: A content Egypt analysis of years before and after Egypt’s revolution (Abstract) Melanie King, University of Technology, Sydney, Corporate blogging and microblogging – how and why Australia is it being used and to what end? (Abstract) Suresh Kumar, G., Bharathiar University, Coimbatore, Transferring Anglo-American Models of Behavioural India Theories to Mobile Advertising adoption researches in Asian countries: A Theoretical Perspective Amia Luthfia, Agus Wasita & Rosidah Syaukat, Bina Organizational Culture of an Indonesia University (A Nusantara University, Indonesia Case Study of a Private University in Jakarta, Indonesia) May O. Lwin & Jack Ho Young, Nanyang Third Party Endorsements of Nature-based Claims: Technological University, Singapore Influence on Consumers’ Perceptions of Food Products Steve Mackey, Deakin University, Australia Better understanding of the rhetoric to public relations nexus Yoseo Maya P. M & Dorien Kartikawangi Evaluation of Corporate Social Responsibility (CSR) Strategy and Implementation Based on Game Theory and Negotiation Theory, (Case Study: PT Toarco Jaya, Toraja Utara, Sulawesi Selatan) Kate A. Mirandilla, University of Technology, Sydney Inter-agency liaison in crisis decision-making: Exploring public relations’ intervention in crisis decision-making in Australia (Abstract) Bahtiar Mohamad, Ahmed Rageh Ismail & Hassan The Development and Validation of the Corporate Abu Bakar Universiti Utara Malaysia, Malaysia Communication Management (CCM) Construct using Exploratory Factor Analysis (Abstract) Mazzini Muda & Rosidah Musa, Universiti Teknologi Celebrity Entrepreneurs: Perceived Credibility and MARA Malaysia Impact on Advertising Effectiveness Ratanasuda Punnahitanond & Banphot Chomngam, Message Framing and Message Orientation in Energy Bangkok University, Thailand Conservation Ads: Relative Effect on Asian Audiences Pornphan Sheoychitra, Silpakorn University, Thailand Status of Knowledge of Customer Relationship Management in Thai Graduate Research Peter Simmons, Charles Sturt University, Australia The influence of Australian local government approaches to communication on community approval, staff turnover and media coverage Raveena Singh, University of Canberra, Australia Paradigm shift - Repositioning marketing communication (Abstract) Kamolchanok Sreshthaputra, Burapha Univerisity, Harley Davidson Community toward Brand Loyalty Thailand Suttanipa Srisai, University of the Thai Chamber of The Influence of Wattana-dharm Thai [Thai Culture] Commerce, Thailand on Thai PR Practice: A Validation of a Qualitative Analysis Using Statistical Factor Analysis Gregoria Arum Yudarwati, University of Atma Jaya The Interconnection between Public Relations and Yogyakarta, Indonesia Corporate Social Responsibility, Case Studies in the Indonesian Mining Industry (Abstract) Maydina Zakiah, S.Sn, & Moh. Wildan Universitas Communication strategy for increasing information Indonesia, Indonesia (Abstract) Significance of media and the understanding of 1Malaysia concept Dr. Amini Amir Abdullah & Fahmi Azar Mistar Department of Government and Civilization Studies Faculty of Human Ecology Universiti Putra Malaysia Serdang, Selangor. ABSTRACT This study is about the medium used by the youth in Malaysia in obtaining information on the 1Malaysia Concept. The information gained in this study also revealed the understanding of youth on the 1Malaysia Concept. This study also explored the level of Malaysian youth’s understanding of the 1Malaysia Concept according to race (Malay, Chinese, Indian and others) and identified mediums and methods used by youth in understanding the 1Malaysia concept. Altogether, 1,600 youth were selected as respondents for this study. 100 respondents were selected from each of the states and the three Federal Territories. The respondents were selected via the convenience sampling method. The selected samples represent youth from diverse races and both genders. In this matter, no specific basic procedure is applied in selecting the races and genders of respondents. Information was obtained through questionnaires answered by the respondents. The IBM Statistical Package for Social Science (SPSS) version 20.0 was used to analyses data gathered via the questionnaires. Two questions were given to get complete inputs on most frequently mediums used by Malaysian youth to obtain information on the 1Malaysia concept, as well as mediums that are most effective in understanding the 1Malaysia concept. Respondents were required to mark unlimited alternatives that are given in the questionnaires. Eleven (11) mediums were used by youth to obtain information on the 1Malaysia concept. They were the television, Internet, newspapers, radio, bulletins, magazines, books, speeches, blogs, newsletters and others. Most of the respondents (83.9%) stated that the television is most frequently used followed by the Internet (67.8%), newspapers (63.7%), radio (50.1%), bulletins (40.4%), magazines (30.9%), books (29.9%), speeches (20.3%), blogs (22.8%), newsletters (7.8%) dan others (1.2%). On the most effective mediums in understanding the 1Malaysia concept, majority of the respondents (77.1%) stated that the television as being the most effective, followed by the internet (63.6%), newspapers (50.9%), radio (43%), bulletins (36.1%), books (25.8%), magazines (25.1%), speeches (23.8%), blogs (20.1%), newsletters (7.9%) and others (1.8%). Overall, the level of Malaysian youth’s understanding of the 1Malaysia concept is high. 1.0 BACKGROUND The 1Malaysia Concept is a dynamic Malaysian government unity policy towards national unity regardless of ethnicity, race, religion and territory. Overall, the Concept focuses on social unity and national integrity. The 1Malaysia Concept is also a mechanism to strengthen the unity of the multiracial community in line with current situation and challenges. All ethnics need to emerge from traditional ways of thinking and embrace each other as Malaysians. The 1Malaysia Slogan is the sacred formula emphasizing that national interest and agenda are of essence as compared to the interest of a particular group and personal interest. The 1Malaysia Concept is established with the aim of creating a Malaysian Nation that is able to exist in harmony and unity. Unity is the foundation of a peaceful, progressive and harmonious Malaysia. The Concept which was introduced by YAB Datuk Seri Mohd Najib Tun Abdul Razak, the Prime Minister of Malaysia is a drastic approach, taken accurately and appropriately in line with the aspirations of the people. The Concept can inculcate good interracial relationships and a steadfast harmony regardless of religions, races and ethnicity. The basic values that should be possessed by all are mutual respect, understanding and trust. The objective of the 1Malaysia Concept is to solidify unity in a multiracial community, and it is a form of “investment” for future generation. The Government hopes to see improvements in the context of national administration and the welfare of the people. The 1Malaysia Concept “People First, Performance Now” has become a significant medium of national transformation in all aspects and to nurture unity, as well as upholding the image of the nation at the international level. 2.0 THE PROBLEM 2.1 Statement of Problem The understanding of Malaysians of the 1Malaysia Concept is sometimes deviated as some leaders of The Opposition claimed that it is