From The Chinese Media Elections Report Content To Analysis How Malaysian Chinese Association Changes Their Party Image

There has been a century gone,local Chinese came from China and settled it down at Malaysia.Although they were stayed the land for few decades,but still not been accepted by Malay community,which is majority ethnicity in Malaysia.Malaysian Chinese Association(MCA),which was established by that politic environment concerned.For the local Chinese,used to be royalty to support the association but going change they mind since the politic conflict issues and social medias influence nowadays.In this thesis,the major objective is through the Chinese news paper's reports on last 4 times general elections,to analysis how was MCA plays it role in Barisan National(BM)and tried delivered it message to target audiences by Chinese news paper,as well as shaped a positive party's image as convinced people trust it again.As the results,there can be found the MCA transformed it image by Chinese media during those continuous general election period.in 1999,MCA constantly to emphasize it role to protect local Chinese benefits.In 2003,MCA was changed it image as a society-element party due the new prime minister's policy then.after failed of 2008 general election till now,MCA put in a lot of resources on social media,seeking young generation to support,and the former MCA president Tan Sri Dr.Chua Soi Lek also raised a slogan "speak on loud in politic" to catch up the elder generation at the same time.