PETALING JAYA: With close to 600 candidates in the Sabah polls, micro-level and digital campaigning will be among the key strategies that could prove decisive in attracting voters’ support, say analysts.
However, factors like personality, community ties, local reputation and the influence of political families cannot be discounted in Sabah, where traditional campaigning still holds sway.
Candidates, said Universiti Malaya’s Prof Datuk Dr Awang Azman Awang Pawi, will likely adopt several strategies to attract voters, particularly those overwhelmed by the sheer number of candidates.
“Voters can easily become overwhelmed. The parties that succeed could be those that are able to present one clear, unified narrative, such as a single compelling message,” he said, pointing to Barisan Nasional’s choice to focus on prosperity and stability, which is linked to messages related to living costs, water and electricity, autonomy rights, government stability and anti-corruption.
“These are matters that directly affect their daily lives,” he said in an interview yesterday.
A total of 594 candidates, of whom 74 are independents, will contest in 73 constituencies in the Sabah state polls on Nov 29. In the last state election in 2020, there were a total of 447 candidates.
Some constituencies are seeing multi-cornered tussles, with the interior state seat of Tulid seeing 14 candidates fighting it out.
Some candidates, added Awang Azman, would continue to rely on personality-driven politics in Sabah, where political landscapes are often shaped by personal networks.
“With numerous candidates contesting, factors such as personality, community ties, local reputation, and the influence of political families become decisive,” he added.
Micro-targeting at constituencies during the two-week campaigning would also be a vital factor, particularly where there is a strong Kadazan-Dusun-Murut presence, said Awang Azman.
“Parties that employ tailored, micro-level strategies, rather than broad, one-size-fits-all campaigns, are more likely to capture voters’ attention,” he said.
Political analyst Prof Datuk Dr Sivamurugan Pandian said parties in Sabah are relying on sharper messaging and stronger visibility to stand out in the crowded campaign field.
“They are using more targeted messaging, stronger community engagement and high-visibility social media content to cut through the crowded campaign,” he said.
But despite the heavy push online, traditional campaigning, he added, still holds the greatest sway among Sabah voters.
“In Sabah, what resonates most is still face-to-face outreach and familiarity. Voters respond better to leaders who show consistent presence, rather than one-off gimmicks,” he said.
Sivamurugan said multi-cornered fights – long a trademark of Sabah elections – are shaping voter behaviour more than ever.
“Multi-cornered contests make voters more cautious and selective. They may be open to last-minute offers or targeted digital messaging, but ultimately, grassroots networks and personal trust still have the strongest influence,” he said.
The polls remain driven by hyper-local concerns, rather than national themes, he said.
“This election is driven mainly by hyper-local issues and personality politics. Sabah voters prioritise bread-and-butter concerns, local development and the track record of individual candidates.
“National narratives matter but only when they connect clearly to Sabah’s realities,” he added.
Nusantara Academy of Strategic Research senior fellow Prof Dr Azmi Hassan said claims for Sabah’s 40% revenue under the Malaysia Agreement 1963 will be among the main issues raised by candidates during their campaign.
“These were already hot issues before official campaigning started. All candidates will definitely use these issues irrespective of whether they are from Sabahan parties or from the peninsula.
“Although the focus is similar, the approach on how the two issues are used to attract voters’ support will differ,” he said.
University of Tasmania’s Prof James Chin said in multi-cornered fights, incumbents typically hold the advantage by relying on their core base.
“While the issue of the 40% revenue claim remains a major talking point, corruption narratives have gained less traction than expected,” he said, adding that announcements of last-minute financial assistance still play a decisive role in voter persuasion.
The Sabah polls, he said, are also highlighting a dramatic shift towards digital-driven campaigning, adding that those with resources have successfully moved their campaign to social media.
“It is now driving the election narrative, even in the most remote parts of Sabah,” he said, adding that videos circulate rapidly online, giving parties unmatched reach and visibility.
Chin said AI-generated political videos are expected to surge as polling day nears.
