SOCIAL media is expected to emerge as the defining battleground in the upcoming Johor state election, with analysts predicting that digital platforms will exert an even greater influence on voter behaviour than they did during the 2022 state polls.
Universiti Teknologi MARA (UiTM) Faculty of Communication and Media Studies Political and Social Media Analyst Associate Professor Dr Sara Chinnasamy told BH that the growing importance of online campaigning reflects Johor's demographic landscape, where a significant proportion of voters are young and concentrated in urban and semi-urban constituencies such as Johor Bahru, Iskandar Puteri, Pasir Gudang and Kulai.
These voters increasingly obtain political information through platforms including TikTok, Facebook, Instagram, YouTube and WhatsApp rather than traditional media outlets.
Academic studies have consistently shown that social media has become a primary source of political knowledge and participation among younger voters, fundamentally transforming how political parties communicate with the electorate.
The 2022 Johor state election offered an early indication of this shift. Political parties invested heavily in short-form videos, live broadcasts and targeted digital content designed to reach specific voter segments, while party leaders directed campaign machinery to prioritise social media because of its ability to deliver messages directly and rapidly to voters.
In the years since the 15th General Election, TikTok has emerged as one of the most influential platforms in Malaysian politics, particularly among first-time voters and younger demographics.
Sara said many have linked the electoral gains of several parties to their ability to produce highly shareable and emotionally engaging digital content.
For Johor, Sara believes parties capable of crafting concise, visually compelling narratives centred on bread-and-butter issues are likely to enjoy a significant advantage in the online arena.
However, social media's role now extends far beyond conventional campaigning. It has become a platform for shaping candidate profiles, responding to emerging controversies, mobilising volunteers and supporters, gauging public sentiment, countering political attacks and misinformation, and influencing undecided voters.
“Unlike previous election cycles dominated by mainstream media, today's voters are no longer passive consumers of political information. They actively create, share and amplify political content, making modern political communication increasingly interactive and decentralised,” she said.
Despite its growing influence, analysts caution that social media also presents significant challenges, particularly the rapid spread of misinformation, manipulated videos, defamatory content and emotionally driven narratives.
“The ability of false information to gain traction quickly means political parties must not only compete for visibility but also maintain credibility, Sara added, warning that parties relying solely on online popularity without presenting clear policies and governance plans may succeed in attracting attention but fail to earn lasting voter trust.
Professional assessments suggest that while social media will remain a critical factor in the Johor election, electoral success will ultimately depend on a combination of effective digital outreach, credible messaging and strong physical presence on the ground.
Voters are still expected to assess broader issues such as government performance, candidate credibility, cost of living pressures, employment opportunities, housing concerns and state development before casting their ballots.
Sara pointed to recent developments in Tamil Nadu as a case study in how digital influence can be converted into electoral gains.
The rise of actor-turned-politician Vijay and his party, Tamilaga Vettri Kazhagam (TVK), demonstrated the power of an aggressive and sophisticated digital strategy.
The party utilised viral videos, WhatsApp networks, TikTok-style content, artificial intelligence-generated material, virtual rallies and an extensive fan-club ecosystem that functioned as a network of micro-influencers.
Observers described the strategy as a "digital tsunami" that resonated strongly with younger and first-time voters. Unlike traditional political organisations, TVK relied less on conventional media and more on supporter-driven content sharing across social networks and messaging platforms.
Yet analysts stress that social media alone did not secure TVK's success.
“Vijay's long-established popularity as a film star, a vast network of supporters developed over decades, widespread brand recognition, grassroots campaigning and a public appetite for alternatives to established political parties all contributed significantly to the party's performance,” she said.
The Tamil Nadu experience offers valuable lessons for Johor. It suggests that social media can become a powerful political force when combined with a charismatic and influential figure, a clear and relatable narrative of change, and an effective grassroots organisation capable of converting online enthusiasm into actual votes.
The lesson for political parties contesting Johor is clear: social media may shape perceptions and amplify visibility, but electoral victories are still determined by organisational strength, candidate credibility, voter sentiment and the ability to bring supporters to the polling stations.
As the state prepares for another closely watched election, digital platforms are expected to play an unprecedented role in shaping political discourse.
Yet, as Sara noted, social media works best as an accelerator rather than a substitute for genuine political support.
“Vijay was larger than social media itself, but social media magnified his influence. The same principle may ultimately determine which parties succeed in Johor's next electoral contest,” Sara added. - June 4, 2026
