Malaysia was practiced a democratic system in choosing the government since the independence at 31st August 1957. The idea of democratic offers the citizens to choose who their leader that can serve them is better. Above all that, there are many parties was form due to the same interest and to hold the power to govern the nation. In Malaysia, there are two major alliance from the existence parties that hold the position of government and opposition in political system which are BN (Barisan nasional) and PR (Pakatan rakyat). Among two big alliance BN since 1957 was hold their position in Government contradict to PR. In this case, we will look onto the tactic or strategic that been used from both sites to win the voters to get position government in Malaysia since there are 13th General Election occur this year.
Strategic for BN in campaign
There are many strategic campaign that been use from BN which are the using of government agencies in easier the BN campaign, strongly hold the Prime Media, the 1 Malaysia propagate, and Malays sentiment with the loyalty of King.
First is the using of Government agencies. As we know, BN was holding the government in many period of time. Most of time is that BN use it to doctrine the all government agencies and civil servant to obey the BN in government position. Indirectly, it will create the mind set for people in government agencies and civil servant that Government is BN, BN is government and there are lot contributions from BN in development of Malaysia. Thus, the government agencies will spread out this information in various states in Malaysia.
Second is the advantage of holding the prime Media. In Malaysia, Prime Media consist of RTM (TV 1& TV2), TV3, NTV7, TV9, and ASTRO. All of that, are widely been used by government (BN) to spread it contribution in development of the country. However, the worst part is there are no free media to tell the issue from both sites. In many cases, the media news is biased to the government sites and ignoring the opposition sites. Therefore, it will give an advantage for BN in their message to campaign that will be received widely across all the state in Malaysia rapidly.
Third is the campaign of 1 Malaysia. It was proposed by Dato Seri Najib bin Tun Abdul Razak; Prime Minister of Malaysia since he was chooses as a prime minister. With the cooperation all agencies local and international; the 1 Malaysia propagate was successfully had been imposed in our everyday life. For example the voucher of 1 Malaysia for students and the opening market 1 Malaysia that offers the lower price for necessary need. Thus, 1 Malaysia campaign had influence in our daily life.
Lastly is the Malay sentiment and Loyalty of King. As we know Malay are dominant races in Malaysia. This give an advantage for BN especially UMNO to use Malay sentiment in hold their power in the name of Loyalty to the King. In this case it will contribute more from Malays vote for the BN in election. I t is because Malays mind set is priority to loyal to king and preserve the Malay race to survive in Multiracial country. Therefore, this mind set was executed by UMNO since early time to gap Malays intention until now for majority vote in Malaysia.
PR strategic campaign in General Election
There are many incentives by PR (Pakatan Rakyat) to do campaign in General Election which are the promoting of good manifesto due to the issues occur in Malaysia, , The opened member for all races in Parties in Pakatan Rakyat, and the advantage of Internet medium.
First is the promoting the good manifestos. Pakatan Rakyat was consisting by professional’s people and experience people in planning. Most of manifesto by Pakatan Rakyat are exact with the issues in Malaysia such as the car price increases, higher tax, the AES system which is the coordination of summon traffic in higher prices, and the increases of petrol price even Malaysia are producer of petroleum. Thus, manifesto of Pakatan Rakyat are mostly to revive what mistakes had been doing in BN government and put the welfare and Justice as a priority.
Second is the opened member of all Parties in Malaysia. As we know, PR was consist of three major parties with the same interest which are PAS (Parti Islam Semalaysia), PKR (Parti keadilan Rakyat), DAP (Democratic Action Party). All of parties is opened member for all people in Malaysia regardless the social class, racial, and so on. Moreover, it will easily for all people to participate in any parties in PR. For example, PAS was open the new wing for the party which is consist of non Malay supporter to participate in PAS campaign directly and DAP which is also open member for Malay to join it. Therefore, the involvement of multiracial society directly in any Parties in PR will give good image for PR.
Lastly is the advantage internet medium. As we can see, Internet and media is the widely been used and faster to perceive information with unlimited. The using social media such as Facebook, Twitter, and so on give the good medium in persuades and convey the people to certain agenda. As we know, Internet media are been used for Pakatan Rakyat to propose their achievement and promote the agenda in development of Malaysia. It is also the interactive way to do a campaign and give better understanding and fast forward to share with others. Thus, the internet media also can give an impact for society in term to get the quickly news and directly from the certain leaders unfiltered.