THE advent of modern technology may have shifted the mechanism of election campaigning in recent years but traditional methods of reaching voters are still relevant in Malaysian politics, political observers said.

Although recent political campaigns have demonstrated how technology was used effectively to boost election outcomes, analysts believe traditional ways of campaigning have their own set of target audience and reach.

Some even said that traditional campaigning adds “personal touch” compared to digital promotion of any political parties or candidates.

International Islamic University Malaysia’s Tunku Mohar Tunku Mohd Mokhtar said traditional campaigning would be beneficial for some quarters, especially when there are voters who do not rely on social media.

“I think posters and banners have their own target market. While most voters can access campaign materials online, those who don’t use the internet or social media will turn to the traditional posters and banners,” he said.

Tunku Mohar said traditional campaigning including having posters, banners and flags in a particular area, also shows the “presence” of a party.

“These posters and banners create a ‘psywar’ (psychological warfare) where parties are telling that they have ‘presence’ in areas where these are posted,” he said.

Tunku Mohar also said constant presence of physical campaign materials could be impactful, adding it might even influence a voter’s decision.

While one can filter and be selective of content posted on social media, he was of the opinion that certain traditional campaigning methods are hard to avoid.  

“In cyberspace, people choose their content. Outside it, they can see other campaign materials.

“If they see other posters and banners several times, and such materials are impactful, we cannot rule out that some voters (especially the fence-sitters) may change their political preference,” he said.

The Election Commission has set November 19 for polling day, while nomination is on November 5 and early voting on November 15.

The general eleciton will involve all parliamentary seats throughout the country, with Perak, Pahang and Perlis holding state elections simultaneously.

The Bugaya state by-election in Sabah will also be held at the same time.

Political parties and candidates have 14 days to campaign for the national polls, beginning after the November 5 announcement of candidates contesting in the polls until 11.59pm on November 18.

Showing affluence and power

Meanwhile, University of Tasmania’s professor of Asian studies, James Chin, said traditional campaigning could show a political party’s affluence and power.

“Posters and banners are to create a very festive atmosphere but they also give the impression that the candidate or party is very well resourced, to ensure people take them seriously,” he said.

Chin said traditional campaigning strategies that showcase a candidate’s physical presence, such meeting people, engaging in conversation and ceramah sessions, are key during election.

He believes campaigning through social media alone would not be sufficient, claiming people rarely back a candidate whom they have not met or known physically.

“Of course more can be done on social media but physical presence is needed as well. Otherwise, people might assume one as an online party or online candidate without any real touch in it,” he said.

“Face-to-face contact, door-to-door visits, shaking hands with the candidate and things like that have to be done.

“People won’t vote for virtual candidates. They want to vote for someone who exists,” he added.

Singapore Institute of International Affairs senior fellow Dr Oh Ei Sun concurred with Chin, saying traditional campaigning still resonated well with voters.

“Traditional forms of campaigning, ranging from door-to-door canvassing and ceramah to banners and posters still have their place in both urban and rural areas as they create audio-visual cues for voters.

“These should, of course, go hand-in-hand with online campaigning,” he said. – October 24, 2022.