Social Media Impact on Malaysia’s 13th General Election

Abstract

In the run up to Malaysia's 13th general election, observers were curious to know if social media would be able to impact the electoral outcome. In the 2008 general election, it was widely accepted that alternative online content disseminated by blogs, party websites and alternative news portals determined the electoral outcome. The opposition then, for the first time, denied the ruling coalition a two-thirds majority in Parliament. By 2013 the role of social media received widespread attention because of its exponential growth in Malaysia since 2008, where there were 800,000 Facebook and 3,429 Twitter users to 2013 when the number increased to 13,220,000 for Facebook and 2,000,000 for Twitter users. This commentary examines the role of social media in Malaysia's 2013 general election and assesses its impact on the electoral outcome.

Online Opposition and Elections in Malaysia

“…11, No. 10;2015 those who were dissatisfied with the Badawi administration. Though the BN also had a web campaign, it was "miniscule, despite investing in improved websites" (Suffian, 2008, p. 20).…”

“…Similarly to Facebook 'Like' in which Najib Razak still ahead in 'Like' in his facebook -1,58,000 while the PR leader-Anwar Ibrahim only 80,000. In fact, Najib also announced few months before the 2013 general election that the country would experience its first 'social media election' (Gomez, 2014). In fact, the party also allocate huge budget for election advertising especially for online advertising especially in projected a singular branding with the single image of Najib as the icon leader (Gomez, 2014).…”

“…In fact, Najib also announced few months before the 2013 general election that the country would experience its first 'social media election' (Gomez, 2014). In fact, the party also allocate huge budget for election advertising especially for online advertising especially in projected a singular branding with the single image of Najib as the icon leader (Gomez, 2014). The government also employs a number of 'cyber troopers' or Internet users paid to generate content, rebut criticism and also attack the opposition.…”

“…Studies by Rodan (2003), Lee, T (2005) and Gomez (2002) have all noted that control of the Internet has more to do with self-censorship than government censorship. This means the government's approach can be defined as "light touch", in which self-monitoring is prioritised and punitive action is the last resort (Lee, T., 2005).…”

Instagram and Political Storytelling among Malaysian Politicians during the 14th General Election

“…The inability to censor and control the information that was coming from the Internet proved to be detrimental to the ruling coalition. Since the Internet became prominent in Malaysia in the late 1990s, the Barisan Nasional had seen a gradual drop in popular votes (Gomez, 2014). On the other hand, the opposition parties were benefitting from the Internet.…”