Nationwide effort to encourage a culture of respectful communication
PETALING JAYA: A smile and a kind word are the perfect way to begin any conversation.
If that sounds too difficult, just remember that practice makes perfect.
This idea is at the heart of the National Unity Ministry’s ongoing “Cakap Baik-Baik” (Speak Nicely) campaign, a nationwide effort to encourage positive communication online and build a culture of understanding, respect and acceptance among Malaysians.
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Minister Datuk Seri Aaron Ago Dagang explained that the success of the campaign is measured based on the levels of community engagement and the extent to which positive communication practices are adopted.
“Our campaign’s effectiveness is rooted in understanding, respecting and accepting diversity as a unifying strength of the nation,” he told The Star.
The campaign has been rolled out across various societal levels, from kindergartens to universities.
In kindergartens, Aaron said children are taught respectful communication through activities like singing and storytelling.
In schools, the Rukun Negara Clubs reinforce these values, emphasising courtesy and respectful dialogue.
At the tertiary level, the Rukun Negara Secretariat organises forums and discussions to underline the importance of positive communication in building harmony, he added.
Aaron also said that government initiatives, particularly under the Madani Rakyat programme, serve as platforms to disseminate the campaign’s message widely.
“With this integrated approach, the ministry not only measures the campaign’s success through media reach and community involvement but also assesses its impact on attitude changes, increased awareness and negative communication, which are periodically evaluated through the National Public Community Complaints Network (Rakan),” he said.
Although the National Unity Ministry does not possess direct enforcement authority, Aaron said it plays a vital role in implementing reformative interventions and increasing awareness of sensitive issues.
Among the steps implemented is the monitoring of hate speech as well as religious and racial statements through the Rakan network, he said.
He also said that the Unity Issues Management Committee, comprising 12 ministries and agencies, has been established to coordinate swift actions on issues that could potentially threaten unity.
The ministry has also developed the Unity Analytics Dashboard to identify hotspot locations that are at high risk for racial or religious tension.
“This information is used to plan and implement targeted intervention programmes at the community level,” Aaron added.
However, he acknowledged the challenges posed by social media ecosystems that are driven by algorithms, which tend to favour sensational content.
“The digital platforms tend to favour sensationalist content, which negatively affects the effectiveness and reach of positive messages in our campaign,” he said.
