| Summary: | In today's world of technology involving the sophisticated use of the Internet, the political scene of a country evolves alongside the prolific rise of social media where it becomes a battlefield for political parties to win the hearts and minds of the people through videos, e.g. political discourse and radical videos - involving many issues such as politics, religious, social and economics, which have been posted through social media. These propaganda videos would be powerful vehicles for prejudice and public opinions that could affect national unity specifically among the people. Kansei, has been established as being well-suited to be applied for the purpose of understanding human emotion and psychology. Henceforth, this study aims to comprehend the sensitivity of the people towards various propaganda videos and also to determine whether a relationship exists between Kansei and the videos. In this sense, a Kansei evaluation approach is employed on 10 videos, using 30 Kansei Words, which are adopted from the PANAS-X emotional descriptors. From the results obtained, it is evident that the people do have political awareness, sensitivity and are able to respond to the videos that represent various political issues that could affect people's unity. Besides, Kansei is able to verify the results, thus proving the existence of the concept of Kansei in propaganda videos. Eventually, the results are significant in providing an overture to people's response towards political issues, especially through the medium of videos. © 2020 IOP Publishing Ltd. All rights reserved.
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