KOTA KINABALU: Social media influencers campaigning for certain parties and artistes performing at election campaigns have been among the pull factors throughout this election season.
Universiti Malaysia Sabah’s Prof Dr Murnizam Halik is of the opinion that influencers and entertainers’ help in election campaigns is only superficial.
“It helps in pulling crowds, creating hype, enlightening a talk and serving as a break from speech and boosting online visibility.
“People will show up for a singer but whether they stay for the speeches is a different story,” he said, explaining that influencers do not magically convert support.
Murnizam, who is dean at the UMS’ Centre for Postgraduate Studies, said there is no proof that when one likes a singer, they will vote for the candidate who sponsored the singer.
“Influencers help visibility and not legitimacy.
“Studies show voters look at engagement with the community, the candidate’s leadership qualities, vision and reputation.
“Does the method work? It works for attention. It does not work for persuasion. It definitely does not work for voter loyalty,” he said.
UMS’ chief researcher of Sabah electoral and geopolitics Dr Eko Prayitno Joko said with young voters making up over half of the electoral roll, the approach to get their attention and support must differ from how it was in the past.
Eko said this method is seen as an efficient way to reach a broader audience faster and more creatively.
However, all these may not translate into actual votes because young people today are actually up-to-date with current political issues and personalities of politicians, he said.
“Young voters want better access to economic and educational opportunities, and they too want a better living condition in Sabah not only for themselves but for their parents and families.
“This is the reality on the ground. They will still return to considering who and which party can help them reach the social and economic dreams they want to build for themselves,” he said.
