A Study on Content Effectiveness of Klik Dengan Bijak (KDB) Program Organized by Malaysian Communications and Multimedia Commission

Abstract

This study explores the effectiveness of the Klik Dengan Bijak (KDB) program content and message delivery through the content analysis method. KDB is a government initiative program by the Malaysian Communications and Multimedia Commission (MCMC) to encourage positive use of the Internet by educating participants about Internet safety and security. In any program, it is important to study the quality of the message delivery to assess the effectiveness and quality of the communication materials. For this paper, the researchers conducted a content analysis of KDB program’s website, videos, educational materials, and social media postings; to assess the content clarity, likeability, informativeness, and attractiveness. The findings of the study reveal that KDB video is the most attractive medium and the website is the least informative and engaging platform. The results also indicate several other strengths and weaknesses before coming up with recommendations and suggestions to improve the clarity, likeability, informativeness, and attractiveness of the message delivery. This will assist Malaysian Communications and Multimedia Commission to improve the KDB content for future programs.