Framing a political figure on TikTok: a study of Syed Saddiq’s public image in Malaysia

Yudhanee, S.Parameswaran (2026) Framing a political figure on TikTok: a study of Syed Saddiq’s public image in Malaysia. Final Year Project, UTAR.

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Abstract

This study examined the strategic use of TikTok for political image restoration, focusing on Malaysian politician Syed Saddiq Syed Abdul Rahman following his 2023 legal controversy. The increasing use of short-form video in political communication has encouraged more personalized and lifestyle-oriented content, raising important questions about its role in political image management. In the aftermath of judicial proceedings that generated negative public narratives, this research explored how TikTok content was framed as a soft power strategy through personal branding and influencer collaboration. Guided by Robert Entman’s Framing Theory and the concept of Soft Power, this qualitative study analysed TikTok videos across two phases: the period of crisis and the subsequent image-shift phase. The research identified dominant frames and framing elements, including emotional storytelling and audience engagement techniques, that were used to influence public perception. By examining hashtags, visual content, captions, and interaction patterns, this study provided insights into how commercial-style framing functioned as an image repair mechanism in political communication. The findings contribute to the literature on digital political communication by offering a deeper understanding of image restoration practices through short-form video, particularly within the Malaysian context.

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