Varia Ranah - Sorotan Ilmiah Perkhidmatan Awam

530 Varia Ranah: Sorotan Ilmiah Perkhidmatan Awam the cultural meaning of words either relating to ethnicity or region. An example of connotative semantics for the word “katok” in northern Malay and in Kelantanese Malay depicts different meanings. Semantic representation is literally defined as how meaning is represented in reality. Meaning is embedded in concepts like gender and power. In terms of gender, semantic representation is reflected through masculine hegemony, substantive equality, representations/ portrayal of women. In addition to that, meaning in power is reflected in the “power over”, “power with” and “power within” concept. Both gender and power concepts are as depicted by Syahirah SS, Sharifah, Shafinas, Rus & Samsudin, Zarihan. (2017) in “Gender and Religious Interpretation in Malaysian Social Media: Sentiment and Semantic Representation Analysis”. Meaning is also encapsulated in individual cognition that is either socially constructed or the individually formed according to the world view and belief of the individual. ii. Semantic Representation of Opinion Leaders in Information Dispersion Lazarsfeld & Katz (1957) defines opinion leaders are persons who have opinion leadership, who are active media users that interprets the meaning of media messages or content to be dispersed to lower- end media users. Opinion leadership is often deployed seamlessly where lower-end media users disperse information acquired from opinion leaders. Opinion leaders can be online news channels and pages, bloggers, online journalists, citizen journalists, political influencers and political party pages, social media influencers as well as pages of interest like gossip pages. Typically, the opinion leader is held in high esteem by those who accept their opinions. Opinion leadership is derived from the two-step flow communication theory propounded by Lazarsfeld and Katz.