SIBU – When talking about elections, the first thing that usually comes to mind is the sight of posters, banners, billboards, and campaign materials put up by contesting political parties almost everywhere they are allowed to by the authorities.
They certainly add more colour and excitement throughout the campaign period, as seen along the traffic-heavy Jalan Salim and Jalan Wong King Huo here, lined by the flags of Gabungan Parti Sarawak (GPS), DAP, and Parti Sarawak Bersatu.
The campaign materials include banners depicting the election candidates, as well as billboards erected on roundabouts.
Augmenting the campaigning is political advertising in the forms of campaign speeches, broadcast advertising, walkabouts, and online media messages, all aimed towards the same goal – influencing voters.
However, certain questions arise: is the usage of physical posters for an election campaign considered obsolete in this digital age? Or are these old-school campaigning staples still proven game-changers today for the political parties?
Right off the bat, one answer is that the “traditional” way of campaigning is still accepted despite being in the digital age.
According to University of Technology Sarawak law lecturer Mohd Kamarul Anwar, materials such as flags, posters and billboards are “signals” that let voters know an election is coming and who the candidates are.
“The ‘traditional’ way of campaigning is still accepted, in that it is more about the final touches,” he said in a statement.
He opined that voters would be more satisfied if they could physically meet candidates to be asked about their concerns, and to update them on any current needs.
“During campaigning, many candidates seem comfortable seeing the voters physically, going from one house to another, and directly informing voters of their manifestos.
“Voters also seem happy and grateful to see candidates come to meet and greet them.
“That’s why the traditional (mode) of campaigning is still practised nowadays – it can help boost candidates’ confidence to deliver more and more to their voters.”
Nevertheless, the lecturer also acknowledged that with the rise of internet usage in Malaysia, today’s voters can get updates about any current political issues easily.
He recalled that during the Covid-19 pandemic period, digitalisation was practised in a number of election campaigns, although there were concerns about reaching out to those in the rural areas where there were limited, or non-existing Internet connectivity.
In this respect, he highlighted the importance of “digitalising democracy”.
“I feel that there is a need to find a more viable way of making objective assessments of members of political parties. It is necessary to assess issues before voting day, and after the people have voted, to critically question their (candidates or political parties’) promises to ensure a fair check-and-balance process.
“The digital sphere enables us to do so if they do not perform.”
For businessman Simon Wee, flags and posters are definitely relevant as these items are still very helpful when it comes to campaigning in small towns and the rural areas.
“We must also remember that many elderly voters in these areas are still not used or well-connected to social media.”
Expressing similar sentiments, councillor Jimmy De Rozario said he believed elderly voters would still prefer to see posters, billboards, and party flags over following campaigns via mobile applications.
“The older generation may prefer to see flags flying, which could influence them into supporting an election candidate or a political party.”
For the younger generation, however, it is a different story, said De Rozario.
He said the young voters, especially those aged between 18 and 20 who can now vote thanks to Undi18, social media is their go-to platform to obtain any information about the candidates or the contesting parties.
“I think a mixture of old and new methods meant to help voters make their decisions would be good. They certainly cover both the old and the young generations.”
Sempurai Petrus Ngelai – the election director for GPS candidate for Selangau, Edwin Banta – regarded having physical campaign materials as still very much needed in the rural areas, judging from the feedback gained from a number of tuai rumah (longhouse chiefs).
“This is particularly important if the candidate is a debutant. In some strategic suburban and rural locations like small bazaars, such paraphernalia can help promote candidates, making them known to the local constituents.”
Just like De Rozario, Sempurai said it is a different ball game altogether for the Undi18 group.
“Obviously, youth voters are not influenced by flags, but are more drawn towards individual candidates, their manifestos, visions, mission statements and so on.”
For Sibu parliamentary constituent Abdul Taib Rosli, the mounting of flags and posters is a “sort of election tradition”.
That said, he also pointed out the importance of running digital campaigns.
“Still, if the party machinery is creative, whatever they use can still attract voters.”
On the other hand, councillor Mohammed Abdullah Izkandar Roseley said there are pros and cons in displaying campaign materials at public spaces.
“Yes, people are prone to choosing visual elements when it comes to taking in information, but displaying too many things can also be ineffective due to information overload.
“Also, the overwhelming display of flags and banners can create blind spots, especially at junctions, which could endanger road users.
“There should be more control in the future, but in this digital age, perhaps it would be better to shift (the campaigning) to social media, and restrict the display of campaign materials to digital screens.”
Another Sibu constituent, Mohd Safree Mohd, also said the usage of the physical flags, posters, and other things might no longer be relevant in this digital age, the high cost of preparing materials being among the factors.
“The candidates and parties should use social media as means for campaigning, and voting should also use digital technology instead of the traditional paper ballots.” – Borneo Post Online, November 16, 2022
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