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An Exploratory Factor Analysis (EFA): Analysis of message strategy instrument validity

Megat Ibrahim, Nan Zakiah and Mustaffa, Che Su (2020) An Exploratory Factor Analysis (EFA): Analysis of message strategy instrument validity. Journal of Techno-Social, 12 (1). pp. 46-59. ISSN 22298940

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Message strategy is a collection, compilation and dissemination of ideas, issues and information by taking into consideration the basics of communication skills in the execution process. In the context of development, the dissemination of information by agents of development is unclear and ambiguous which this results in the information being misunderstood by the public, especially when it involves a diversity of the publics’ backgrounds. The lack of communication strategy arrangements by the development agents has caused the informationto be delayed or probably truncated for the public to accept. This paper explains the process included in identifying the items that are related to message strategy in the context of community development. The validation of the items involved two methods;content validity and factor analysis. The analysis of content validity proved that all of the items of message strategy adopted from the previous researchers in the context of development were accepted via Analysis of the Content Validity Index (CVI). In addition, factor analysis also discovered that items were extracted according to the factor as adopted from the previous instrument. Both analyses concluded that the items of message strategy which were adopted for this study in the context of community development were accepted.

Item Type: Article
Uncontrolled Keywords: Message Strategy, Information, Development, Change Agent, Validity
Subjects: P Language and Literature > PL Languages and literatures of Eastern Asia, Africa, Oceania
Divisions: School of Multimedia Technology & Communication
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 23 Nov 2020 02:23
Last Modified: 23 Nov 2020 02:23

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