THE upcoming 14th General Election (GE14) is expected be a ‘Facebook election’ year following the popular use of the media platform to channel more information to Netizens compared to other social media platforms such as Twitter and Instagram.
The Internet World Statistics 2017 estimates that out of Malaysia’s 32 million people some 22 million are Facebook users. This shows that almost two-thirds of the population are on Facebook daily, especially when it comes to channelling and sharing information online. The figure can double or triple during the general election season, including the campaigning period.
Various information can be disseminated via this platform such as news from online mainstream news websites, portals, personal blog posts, interactive and personal videos uploaded by Netizens. When a status or video is posted or uploaded, within seconds there will be comments from Netizens.
The United States presidential election in 2004 was hailed as the Internet election due to the use of emails during the election period. Political leaders had downloaded their constituents’ data and contacted their target voters via emails. In the 2008 presidential election, the social media was widely used. Barack Obama’s volunteers used Twitter and Facebook to spread the word. He was the first presidential candidate who had utilised new media platforms to reach voters and target new ones.
Malaysia will see an impact from a Facebook Election as the platform has its widest reach among the population. As a social media scholar, I have been tracking the Internet election trend among Asian and Western countries since 2008. Several elements are considered to determine whether the Internet can influence election results. Among the key elements to be considered are:
THE effectiveness of technology development and the formation of a technological society;
THE level of online political participation, such as the number of hours spent on Internet browsing;
INTERNET usage skills;
MOMENTUM to upload a post;
INFORMATION skills;
TYPES of websites;
TRENDS that result in political communication; and,
THE degree to which the Internet becomes a factor in the nation’s political argument.
Today, it appears that the Internet is a decisive factor in Malaysian elections as political issues and campaigns are now more dependent on online and electronic media. In 1998, the Internet had little influence on Malaysian politics, but today, the Internet is used to influence general views. Malaysian Netizens are now more aware of the impact of the Internet in influencing the vote.
Millionaire media mogul Rupert Murdoch had said that by 2050, the media will be completely online or electronic, and print media will no longer exist.
POLITICAL LEADERS AND SOCIAL MEDIA CHALLENGES DURING GE14
Despite the pervasive spread of false news on online platforms, social media remains the main choice for political leaders to upload their political activities. The question is, to what extent are our political leaders involved in social media networks?
Politicians should be prepared to face the Fourth Industrial Revolution (4IR), with the use of Big Data Analytics, Internet of Things (IoT) and artificial intelligence in almost all aspects of everyday life.
Prime Minister Datuk Seri Najib Razak had commented on the state of preparedness of 4IR, and this had led to the formulation of the Transformasi Nasional 2050 (TN50) vision, an initiative to transform Malaysia into a nation of calibre, with a new mindset. It is also aimed at preparing the younger generation as potential leaders for the future.
Leaders who are unaware of the advancements brought about by 4IR will be left behind because social media platforms are now being widely used by others to drive their political agenda in the coming GE14. Posters and buntings were the first choice in the 12th and 13th general elections, but now the smartphone, Twitter, Instagram, short videos and other applications have become the top choice and are cost-effective.
Facebook will, no doubt, be the main platform to disseminate information, videos and screen shots uploaded from Twitter, Instagram or WhatsApp. The information will have a wider reach, especially in attracting young voters.
The involvement of the prime minister on social media should be emulated by other political leaders. All the government policy announcements and issues are made and explained via Facebook, Twitter or YouTube videos. It is evident that the information had a wide reach because Netizens responded with comments and suggestions.
Take for example, the recent video uploaded by Rembau member of parliament Khairy Jamaluddin of a fish dish that is served during Chinese New Year. The two-minute video saw him presenting a fish to the owners of a restaurant and sharing with them his understanding of the Chinese culture and tradition. The fish dish, we learn, is a symbol of prosperity for the Chinese.
The video had more than 500,000 hits.
The online presence of a political leader and how he interacts with his constituents are paramount.
Facebook is certainly the platform that can generate the most views and comments for any political discussion. In the wake of the ubiquitous influence of fake news, the need for speedy response on the social media is critical. Facebook, Twitter and Instagram are among the social media platforms that will be useful for political leaders in their campaign trail during this election season.
Dr Sara Chinnasamy, an associate professor, is a political and social media analyst from the Faculty of Communication and Media Studies, Universiti Teknologi Mara