Sympathetic Malays embrace ‘rebranded’ Najib

The Malaysian Insight The Malaysian Insight Updated 7 years ago · Published on 24 Feb 2019 7:00AM · 9 Comments

Najib Razak in Semenyih yesterday. The former prime minister, by highlighting issues affecting the people, is drowning out the government's attempt to crush his and the previous administration's reputation over links to corruption and embezzlement. – The Malaysian Insight pic by Nazir Sufari, February 24, 2019.

NAJIB Razak’s “Malu Apa Bossku” campaign has a wide reach among Malays as they tend to forgive leaders who appear remorseful, said analysts.

They said the former prime minister is also highlighting issues affecting the people, to the point that he is drowning out the government’s attempt to crush his and the previous administration’s reputation over links to corruption and embezzlement.

“The Malay psyche is to forgive, easily forget, and to give a second chance to anyone who shows an intention to change,” said Dr Awang Azman Awang Pawi of Universiti Malaya’s Malay Studies Department.

He said Malays’ sentiment towards Najib today is the same shown to Dr Mahathir Mohamad in the run-up to last year’s general election.

“During his first tenure as prime minister, so many labels and perceptions were attached to Dr Mahathir. In fact, at one time, Malays were prejudiced against him and rejected him.

“But they came around to forget, forgive and give him another chance to become prime minister,” he told The Malaysian Insight.

He said several scandals during Dr Mahathir’s first tenure had not only been forgiven, but forgotten, too, citing the Port Klang Free Trade Zone scandal and millions lost through the Perwaja Steel failure.

“In fact, it was not just Malays. All of Malaysia kept quiet (then).”

Political lecturer Badrul A. Rahman of Universiti Teknologi Mara, meanwhile, said Malays are getting tired of the government’s penchant for dragging Najib’s name through the mud rather than addressing the people’s woes.

“They are less bothered about issues of democracy and transparency. For them, their daily issues are more important.

“They are bored of seeing Najib being dragged to court over and over, with the government not appearing to be interested in addressing the people’s needs,” Badrul said, referring to the 42 criminal charges Najib faces in relation to the 1Malaysia Development Bhd scandal.

Najib Razak's son, Ashman, taking a picture of his father during a visit to Tapak Urban Street Dining in Jalan Ampang, Kuala Lumpur, recently. Najib's family members have been largely absent from his rebranding campaign, especially his wife, Rosmah Mansor. – The Malaysian Insight pic by Hasnoor Hussain, February 24, 2019.

Since the beginning of the year, Najib has begun holding programmes with the people, appearing in coffee shops, shopping malls and supermarkets, often wearing T-shirts bearing the “Malu Apa Bossku” slogan. 

He has also taken to social media to question the Pakatan Harapan federal government. 

His entire campaign also appears to be based on his personality, and is not Umno- or Barisan Nasional-centred.

“He wants to use his personality as his strength,” said Awang Azman, adding that it is reminiscent of the “I Love PM” campaign when Najib was prime minister.

However, political and legal analyst Dr Abdul Halim Sidek said there is a difference between the “I Love PM” and “Malu Apa Bossku” campaigns.

“The ‘Malu Apa Bossku’ slogan was created by the people, not by Najib. The people accepted the slogan as they feel it is relevant.

“The ‘I Love PM’ campaign, meanwhile, was to force people to love Najib. Obviously, not many accepted that campaign or slogan.

“This is the most significant difference between (Najib) pre-GE14 and post-GE14.”

He added that Najib appears to be reaching out to a select group of people to understand what they are concerned about in an effort to be part of the solution for them.

This was something he regularly failed to do as prime minister, said Halim.

“Now, he is on the ground, meeting the people. He is opening up to them, and they are reacting to him directly, without middlemen. They tell him their problems and what they want.”

Awang Azman said Najib’s rebranding campaign, interestingly, does not involve his wife, Rosmah Mansor, at all.

“He has realised that the political perception surrounding Rosmah is a liability for his political career,” said the head of UM’s Centre for Democracy and Elections.

Halim echoed Awang Azman’s sentiment, saying Rosmah’s absence is good for Najib’s image.

“His image was previously tarnished by stories about her involvement and influence. She was labelled the ‘black sheep’ by the opposition then.”

Rosmah is also facing a litany of charges for corruption, money laundering and tax avoidance. – February 24, 2019.

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Comments

  • Tun didn't steal money, this Najib did.

    Posted 7 years ago by Jacob Hong · Reply

  • Image recreation consultants are in great demand here where people habitually senang lupa.

    Posted 7 years ago by Tanahair Ku · Reply

  • These Malays are suckers. Period.

    Posted 7 years ago by Rupert Lum · Reply

  • However and whatever the Malays response to Najib is their own right. Do take note, he is still a billionaire while large portion on Malays still in debt, Felda settlers still have to pay for loans taken for their worthless share, TH being played out and Mara, the elites playground. Go forgive the person who steals and play victim. Keep on being played and blame the nons. Never their own faults.

    Posted 7 years ago by Butter Scotch · Reply

  • Mainly Mat Rempit supporters. He knows who to con.

    Posted 7 years ago by Watchdog Watchdog · Reply

  • Melayu Mudah Lupa Najib n 40 theives are until todate Rich Billionaires with STOLEN MONEY. The malays think najib will help them in Truth he is playing a dangerous game. We non malays PRAY n SUBMIT TO CREATOR So that is why we can think In Right Context to ALWAYS UPHOLD THE TRUTH. Malays allow their Leaders to CHEAT n EXPLOIT them. Cash is King People Pls Do Not Ever Forget there is ONE UNIVERSAL KING ABOVE U THE EARTH CREATOR. Liers n Cheaters Pay Back Time will Come For U ALL.

    Posted 7 years ago by Tharan Singh · Reply

  • Najib and his 40 Umno rogues are compulsive thieves.They have stolen billions of public funds,Even now its playing out at the DOJ in the YS.Are the Malays so stupid to forgive a nfellow who is a traitor.Najibs place is in prison.

    Posted 7 years ago by Soma Govin · Reply

  • Can't understand Why these melayu folks are so simple minded? Perhaps there have to wait till a day when they have to struggle like those abang adik indon to survive then only they would open their eyes.
    Right now the durian and the coconuts still drop by itself. Do not Need any afford to harvest.

    Posted 7 years ago by Chee yee ng · Reply

  • He is Malaysias and the worlds biggest scoundrel and crook and yet you have these sympathisers.. It is strange.. cannot reason out their rationale..
    If this attitude is propagated... we wont need the police, we wont need prisons.. Everyone is forgiven!!! Hahahaha

    Posted 7 years ago by Kampung Boy · Reply