Social media has emerged as a potent tool for political parties to influence the narrative and shape public opinion, particularly during Malaysia’s recent general election. The proliferation of the internet and social media platforms has revolutionized the production, consumption, and sharing of information, significantly impacting the delivery of news to the Malaysian populace.
As of January 2023, approximately 78.5% of the Malaysian population were active social media users, underscoring the substantial role of social media in providing information and molding public perception. Command over social media platforms empowers political parties to strategically disseminate content, manipulate algorithmic recommendations, amplify through networks, moderate content, and elicit emotional responses for widespread dissemination.
Two prominent case studies illustrating the potency of narrative control through social media are India’s 2014 General Election and the 2016 US General Election. In India, the Bharatiya Janata Party (BJP) enlisted 32,000 social media influencers to propagate their narrative, resulting in a significant shift in voter support and the downfall of the INC-NCP government. Similarly, Donald Trump’s strategic utilization of social media in the US presidential campaign enabled him to connect with and resonate with a substantial segment of the electorate, ultimately leading to his victory.
In the Malaysian context, the Pakatan Harapan (PH) party effectively leveraged social media in its advertising campaign during the 2018 General Election. Confronted with control of mainstream media by the incumbent party, PH adeptly employed narrative control on social media to convey its messages and ultimately secure victory.
The substantial influence of social media in shaping public opinion necessitates vigilance, promotion of media literacy, and advocacy for transparency and accountability in social media narratives. While narrative control can be harnessed positively, providing a platform for diverse voices and opinions, it is imperative to ensure that it serves the collective interests of society.
In conclusion, the influence of narrative control through social media is indisputable. It possesses the capacity to mold public perceptions and outlooks, rendering it an integral facet of contemporary political and social discourse. As the sway of social media continues to expand, it is crucial to exercise caution and advocate for responsible deployment of narrative control for the betterment of the public.
About the Authors:
Mohd Zaki Abdul Razak, a part-time lecturer at University Kuala Lumpur Business School, specializes in Entrepreneurship Education, Design Thinking, Business Innovation, Digital Marketing, and Economics.
Dr. Eizan Azira Mat Sharif, a lecturer in the New Media Communications programme at Universiti Sains Islam Malaysia (USIM), focuses on the study and teaching of media communication in the digital age.
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