UNDERSTANDING PUBLIC PERCEPTION IN SOCIAL MEDIA: THE UAD FRAMEWORK
DOI:
https://doi.org/10.55197/qjssh.v7si1.1187Keywords:
public perception, social media, RMP, conceptual framework, media framingAbstract
The rapid growth of social media has significantly changed the way the public, especially in Malaysia, interacts with law enforcement institutions such as the Royal Malaysian Police (RMP). With increasingly easy access to various digital platforms, public perceptions are now not only formed more quickly but also more easily influenced through open, immediate and interactive communication channels. This new dynamic has caused the digital space to become the main site for the formation of public discourse, including issues related to integrity, professionalism and misconduct of police officers. This situation presents a major challenge to the RMP in managing public perceptions, as negative sentiment, even stemming from a small number of incidents, can spread widely and affect overall trust in the institution. Based on these needs, this study presents a conceptual study through literature analysis with the aim of introducing the Understanding–Adaptation–Diffusion (UAD) Framework as a strategic communication model that can help the RMP navigate public perceptions in today's digital ecosystem. The objectives of this study are: (i) to introduce UAD as a conceptual framework that can explain how public sentiment is formed and changed through social media displays; and (ii) explore more responsive and transparent communication approaches in disseminating information to strengthen the reputation of policing institutions. UAD describes three main stages in public perception management: comprehension, which refers to the way audiences interpret media narratives and frames; adaptation, which is the institutional response to emerging sentiments; and dissemination, which emphasizes the need for clear, accurate and credible strategic communication. This study also incorporates Framing Theory (Goffman; Entman) and McQuail's thinking on mass communication, thus positioning UAD as a relevant contextual framework for the Malaysian environment. It is hoped that the contribution of this study can help public institutions build more effective digital communication strategies, increase transparency, and ultimately strengthen the level of public trust in the fast-moving information age.
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