PETALING JAYA: The use of traditional media such as banners, pamphlets, and posters will still be a key feature for major political parties in the race to grab the attention of voters in the general election.
Tangible political advertising at public places were still relevant in creating awareness and attracting attention, said Universiti Teknologi Mara’s (UiTM) Faculty of Communication and Media Studies lecturer Ahmad Farami Abdul Karim.
“Despite the use of social media for election campaigns, campaign materials such as banners, flyers and election posters are still instrumental in delivering the messages and influencing the voters,” he said.
Political signage used during elections, said Ahmad Farami, was found to produce higher turnout of voters.
“They also serve as constant visual reminders to voters. In psychology, the mere exposure effect is a condition by which people tend to develop a preference for things that are more familiar to them than others.
“According to a study, election posters increase voters’ recognition of images and faces associated with a party.
“So, I believe that political signage is useful to advertise the name of the candidates and the political parties. They assist the constituents in learning about the candidates’ political and economic agenda.
“They also assist in attracting those with little interest in politics,” he noted.
For the voters, while social media may be all the rage for some, many still prefer the traditional polls paraphernalia.
A voter in the Seremban parliamentary seat, engineer Mohd Fakri Abdul Hameed, 33, said he did not find the use of posters useful for parties to introduce their candidates.
“Most of us professionals are on social media and we get all of our information online,” he said.
However, housewife Siti Shahirah Mohd Redzuan, 44, disagreed, saying that posters and pamphlets were still very much relevant.
“We prefer to see our candidates go to the ground and meet us. It will help if they can share their plans on posters or pamphlets so we will know what they can offer us,” said the voter from Rompin.
M. Kumar, 51, a businessman from Johor Baru, said the use of posters and traditional campaigning material was still useful, especially for those at the grassroots level.“Some will be impressed by the creative way political parties campaign and that will definitely translate into votes,” he said.
Penang Perikatan Nasional chairman and Gerakan president Datuk Dr Dominic Lau said the coalition would use both traditional and social media as platforms to reach out to voters.
“Our voters consist of those from the old, middle-aged as well as a large number of newly registered youth voters,” he said, adding that party workers would prepare the necessary outreach campaigns, including going to the supermarkets and handing out pamphlets, especially in rural areas.
“We will also use social media.”
Umno vice-president Datuk Seri Khaled Nordin said each division would determine their usage of posters and other campaign materials in the GE15.
“It is up to each division if they want to use the posters and all that. Those are among the methods that will be used in our campaign,” he said.
The use of banners, posters and pamphlets at each parliamentary constituency, he said, was another way to gather supporters, especially among youth.
“But, as I mentioned, all these details will be decided at the divisional level,” he noted.
At the state level, Kedah Umno liaison chief Datuk Seri Jamil Khir Baharom said campaign preparations were at an optimum, adding that they were just waiting for the candidates to be finalised.
He said like every election, the party state chapter would fully utilise campaign materials such as posters and T-shirts.
“It is has been our tradition,” he said, without revealing the exact budget for such purposes.
It is estimated that with Undi18, there will be more than 7.8 million new voters in GE15.
