• Abuzar Abdul Halim PhD Candidate, Universiti Teknologi Mara, Malaysia (UiTM)
  • Mariah Muda Faculty of Communication and Media Studies, Universiti Teknologi Mara, Malaysia (UiTM)
  • Illias Md Salleh Faculty of Communication and Media Studies, Universiti Teknologi Mara, Malaysia (UiTM)
Keywords: Image Repair Theory, UMNO, Image tarnished, Malaysia, Malaysian political scholars


Purpose: This study aims to understand the strategies of Image Repair Theory to the image of United Malays National Organization (UMNO) as proposed by Malaysian political scholars. The image of UMNO had badly tarnished since 2008 during the result of 12th general election (GE12) on 8 March 2008 when the four states Penang, Selangor, Kedah and Kelantan loses to the opposition and lost the two-third majority in the parliament. UMNO image was blemish when they faced unexpected defeats in the 13th general election (GE13). In 13th General Election (GE 13) on 5 May 2013, UMNO the core party of BN lost by popular vote to the opposition parties. The results of the 13th general election marked a political phenomenon which saw BN lead by UMNO shows that the public’s is sending the message of rejecting UMNO. The images of UMNO are influenced by issues and problems faced from time to time.

Methodology: Qualitative approach is use for this study because the researcher would like to understand and explore how Image Repair Theory can restore UMNO images from Malaysian political scholar’s perspectives.

Implications: Results of this study will create knowledge that the images and reputation of the political parties will contribute to the political attitude, beliefs, and behaviors of the publics.

Novelty of study: This study is apparently one of few attempts to understand the application of Image Repair Theory on UMNO from Malaysian political scholar’s views and provide new strategies.


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How to Cite
Halim, A. A., Muda, M., & Salleh, I. M. (2018). POLITICAL IMAGE REPAIR STRATEGIES FOR UNITED MALAYS NATIONAL ORGANISATION (UMNO) IN MALAYSIA: A CASE STUDY. Humanities & Social Sciences Reviews, 6(1), 25-29. https://doi.org/https://doi.org/10.18510/hssr.2018.615
Original Research