IN the run-up to every election, opposition parties will come out charging and exhorting voters to return or come out to vote in full force.

They will cajole and plead with voters to do so or Umno-Barisan Nasional will return to power and continue to govern and perform all sorts of financial chicanery to enrich themselves and their cronies.

This begs the question: why are they not doing anything during this lull to educate and prepare these voters, whom they hope, will turn up in full force on polling day?

When defeat becomes imminent, they will blame low voter turnout for their loss.

With numerous issues besieging the country every day, why can’t the opposition parties simplify these issues – no matter how complex they are – so that voters have a better chance of understanding it and deciding on it?

Take insurance plans as an example. Health plans generally are complicated and people don’t have a full grasp of its coverage. So long as they are told the policies include coverage for certain illnesses, which they heard or learned about, they will choose that plan.

It is highly likely that plan has fewer benefits than other more comprehensive ones.

What approaches the opposition parties are taking to woo fence sitters or first-time voters?

If voters are constantly given more information and assistance on complex issues, making it easier for them to understand how these issues would affect them, it is highly probable there would be an increase in turnout without the last-minute cajoling.

Studies have indicated that males are less likely to vote than females. Are any approaches taken to focus on females and understand their grouses?

What methods are being employed to target the young people voting for the first time? Does the opposition really understand and know what sort of values these young people hold on to?

For example, do the young people have strong views against corruption that pervades almost every aspect of life in the country presently? A young voter who feels passionately and is against the corrupt culture would not vote for a particular party. If this young voter spreads the word about this party’s policies and contrasts it with policies from another coalition, it may spark interest among young voters from similar backgrounds.

In today’s world, young adults can share their opinions via social media. Social media give every young person, regardless of race, a platform to speak out on current issues and politics. People who concur will respond with a like or comment. This is already a form of herding and could be heavily influential when it comes to rallying young adults to vote.

To add to that, internet use among the youth is extremely high and this could be used as an advantage to increase the availability of information.

Additionally, since young people aged 18 to 24 do not usually live in one place for a long time and may move to a different state, a voting awareness based on information derived from the internet will be extremely helpful with increasing registration information and knowledge on voting locations.

Using the theory of loss aversion, if young males are aware that young women vote more than them, it may result in a higher male turnout at the polls simply because they do not want to “lose” to women. Opposition parties could raise awareness using social media platforms to spread the word.

Predictions are being made that young people will be more engaged in politics and exercise their right to vote. Opposition parties should sustain this momentum and not allow young people to be discouraged from casting their ballots.

After the next general election, there will be a new pool of young voters to be analysed. Not only do the opposition parties need to know how to persuade young people to vote for them, but they also need to know how to rally the youth to care about voting in general and voting for what they believe in because it affects them greatly. – April 28, 2022.

* FLK reads The Malaysian Insight.

* This is the opinion of the writer or publication and does not necessarily represent the views of The Malaysian Insight. Article may be edited for brevity and clarity.