PETALING JAYA: In the Philippines elections in 2022 elections, social media platform TikTok signed a partnership with the country’s Commission on Elections (Comelec) and GMA News and Public Affairs to provide access to authoritative election information.
The short-form video sharing platform paved the way for Ferdinand ‘’Bongbong” Marcos Jr, the son of former dictator Ferdinand Marcos Sr, to become the 17th president of the Philippines.
Malaysian politicians, too, have long known that social media can help shape voting patterns.
The parties have embraced social media as a crucial tool; and in the battle for the six states, the platform will likely be filled with election talk.
However, traditional ceramah (campaign speeches) will still be embedded in electoral candidates’ campaigns.
Perikatan Nasional Federal Territories information chief Mahathir Mohd Rais said that given TikTok’s wide reach and cost-effectiveness, it was logical for Parti Pribumi Bersatu Malaysia (Bersatu) to consider allocating more resources to the platform.
“Social media platforms have become influential in today’s era of instantaneous communication.
“We can reach out to the general population, spread our message, and garner support more personally.
“It is a place where people can freely express their opinions, learn from each other and encourage participation in politics.
“However, we are aware of the constraints posed by social media.
“Deep analysis is sometimes lacking, and the algorithmic structure might lead to echo chambers that only serve to confirm people’s pre-existing opinions.
“It is not entirely inclusive; there are still pockets of the population without access to the Internet or digital literacy,” Mahathir told The Star.
The Segambut Bersatu division chief noted that there had been a dramatic shift in the use of social media in politics from GE14 to GE15, with candidates being more comfortable and more experienced in using those platforms for political discourse.
He said encrypted applications like WhatsApp have also proven influential in sharing campaign news and garnering support at the group level.
“However, we acknowledge that not all voters are active on digital platforms. This is why a balanced approach, combining both digital and traditional campaign methods, is the key to a successful campaign.
“Traditional forms of campaigning, like ceramah and ‘meet and greets,’ still hold a vital role in our political landscape.
“They allow us to establish a more intimate connection with the electorate, express our message holistically, and directly respond to voters’ concerns,” added Mahathir.
While social media will likely play a larger role in the upcoming state election campaigns, it is not set to replace traditional campaigning methods entirely, as political parties plan to adopt a blend of both methods to ensure comprehensive outreach.
Social media campaigns need substance with facts, said PAS information chief Khairil Nizam Khirudin.
“We will be taking a social media approach for our campaigns. In the 15th General Election, social media proved to be the one-stop centre for voters to obtain information on the manifestos, promises, election campaigns and candidates.
“As such, I believe voters are smart and will not be taken in by false narrative campaigns.
“What we have been echoing are issues of corruption, corrupt leaders, and misuse of power,” he told The Star when asked about the party’s campaigning plans for the six state elections.
Having said that, Khairil Nizam said traditional campaigning with ceramah as well as meet-and-greet sessions will still be carried out to spread the message.
He said PAS’ election machinery was ready to be rolled out in the six states.
“Definitely the most important issues are the cost of living, the struggles of small and medium enterprises affected by the ringgit (exchange rate), and the economy.
“These are not just issues for the elections; they are affecting the rakyat daily,” he said.
PKR communications director Lee Chean Chung said social media was a battleground that no one should ignore now.
“Social media penetration is high in Malaysia and getting more diverse with the emergence of TikTok, Instagram, Telegram and others.
“However, turun padang (going to the ground) is a crucial part of engaging and meeting the rakyat for a more personal touch.
“As such, we aim to create a mutually reinforcing loop between offline and online campaigns so that they amplify each other,” he added.
When asked about the content that people could expect from the team, Lee mentioned that it would primarily focus on three key areas: the performance of the state government, the quality of candidates, and the commitment of the Federal Government to implement reforms that improve the lives of the people.
He stressed that voting at the state level was actually voting for the Federal Government too, so it was only fair for voters to give the unity government a chance with its current momentum.
Prof James Chin, from the Asia Institute at the University of Tasmania in Australia, said traditional campaign methods were effective mostly in rural areas and worked in conjunction with campaigns on social media.
“Political parties will still go about their usual method with ceramah as well as the meet-and-greet sessions.
“This is because they want to show their physical presence to the voters; some of the older generations are not on social media or who want to meet the candidate in person,” said Prof Chin.
The Election Commission (EC) has fixed July 29 as the nomination day and Aug 12 as the polling day for the elections in six states, while Aug 8 is the early voting day.
The battle for the six states involves Kedah (36 seats), Kelantan (45), Terengganu (32), Penang (40), Selangor (56) and Negri Sembilan (36).
