In the upcoming 2022 elections in the Philippines, social media giant TikTok has partnered with the country’s Commission on Elections (Comelec) and GMA News and Public Affairs to provide reliable and authoritative election information. This collaboration aims to ensure that voters have access to accurate and trustworthy information during the election process.
TikTok’s influence in shaping voting patterns was evident in the recent election, where Ferdinand “Bongbong” Marcos Jr, the son of former dictator Ferdinand Marcos Sr, emerged as the 17th president of the Philippines. The short-form video sharing platform played a significant role in his campaign.
Similarly, Malaysian politicians have recognized the power of social media in shaping voting patterns. Social media platforms have become vital tools for political parties in their campaigns, especially in the battle for the six states. However, traditional campaign methods like ceramah (campaign speeches) still hold significance and will continue to play a role in electoral candidates’ campaigns.
Mahathir Mohd Rais, the Perikatan Nasional Federal Territories information chief, stated that TikTok’s extensive reach and cost-effectiveness make it a logical choice for Parti Pribumi Bersatu Malaysia (Bersatu) to invest more resources in. He emphasized the ability of social media platforms to connect with the general population, spread messages, and garner personal support. However, he also pointed out the limitations and potential drawbacks of social media, such as the lack of deep analysis and the formation of echo chambers.
Mahathir noted the significant shift in the use of social media by political candidates from the 14th General Election (GE14) to the upcoming 15th General Election (GE15). Candidates have become more comfortable and experienced in using these platforms for political discourse. Encrypted applications like WhatsApp also play a crucial role in sharing campaign news and mobilizing support at the group level.
However, political parties acknowledge that not all voters are active on digital platforms. Therefore, they plan to adopt a balanced approach by combining digital and traditional campaign methods to ensure comprehensive outreach. Khairil Nizam Khirudin, the PAS information chief, emphasized the importance of including substance and facts in social media campaigns to avoid false narratives. Traditional campaign methods like ceramah and meet-and-greet sessions will still be carried out to engage with voters.
Lee Chean Chung, the PKR communications director, stressed the relevance of social media in modern-day politics and the need to engage with a diverse range of platforms. However, he also emphasized the importance of personal interactions through on-the-ground campaigns. He mentioned that their content would focus on the performance of the state government, the quality of candidates, and the commitment of the Federal Government to implement reforms that positively impact people’s lives.
Prof James Chin from the Asia Institute at the University of Tasmania explained that traditional campaign methods are especially effective in rural areas and complement social media campaigns. Political parties still prioritize physical presence through ceramah and meet-and-greet sessions to connect with voters who may not be active on social media.
The Election Commission (EC) has set July 29 as the nomination day and August 12 as the polling day for the elections in the six states. Early voting will take place on August 8. The battle for these states, namely Kedah, Kelantan, Terengganu, Penang, Selangor, and Negri Sembilan, will involve intense campaigning efforts.
Credit: The Star : News Feed
