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A cyber prescription for Barisan Nasional... PDF Print
Sunday, 16 March 2008 22:16

As BN reeled from the absymal results from the freshly concluded GE, we spoke with a cyber strategist from Cleat & Clew Communication on a possible prescription:

"Anyone here is not blind to the fact that Malaysians are increasingly relying on the internet or audio digital technological devices like handphones to express themselves, create or maintaining social circles. This new communication methodology is changing the way Malaysians see themselves or communicate with their families, friends and the world.

One of the things political parties would do well is to connect with their electorate on the internet and use it as a platform to examine reaction and changes in society's thinking, concerns and hopes.

BN would be well advised to seriously re-examine their communication strategy with a focus on uncluttered dissemination of information about the future and most important of all, devise active cyber engagements with their audience and stakeholders on a listening and reciprocity basis.

As an important component of this age of information, the internet is spurring broad societal changes. The results of this GE has demonstrated exactly that. More people, especially young adults highly prize the form of privacy, fast, 'unpropaganda' and easy communication unfamiliar to the BN.

The computer, along with the internet, which extends its technological cross platforms to mobile devices has given even the young students or working people virtual lives and egos distinctly separate from those of their parents and siblings. For many people, the internet has become an identity shaping and psyche changing vehicle. Way ahead of the BN, the opposition parties has latched on to the internet in a fierce way to reach and change perceptions of voters.

BN would do well to fill this fast widening communication gap with voters quickly in time for the 13th GE. Thus far, BN's attempts to reach out to voters on the internet has produced more minuses than pluses.

Engaging voters on the internet is a time consuming process and requires unique listening skillsets to get messages across. For instance, one cannot just expect to set up a website and think that it has succeeded in sending its message across. Unfortunately for BN, engagement with the Malaysians on the internet goes beyond that simplistic thinking.

Internet and handphone are not alone in this silent multimedia phenomenon. Abetted by Astro, the result is that the makciks and pakciks at home in the kampung are connected more than ever to national and daily issues, unlike previously in the last decade. Internet, instant messaging, e-mail and the likes have given a platform to its users to assert their voice and thoughts, creating their own inventive, quirky messages.

This phenomenon has also essentially hide the users and their personal opinions from the plain sight of BN, resulting in it being beaten up by a 'tsunami'.

This GE has demonstrated how the voters have become more alienated from BN than ever in history. Malaysians are now more connected than ever, and also far more independent in seeking multi-perspectival information rather than unquestioningly lap up the mainstream newspapers' 'propaganda'.

To be fair, BN has always been voicing its concerns to all about the nation’s well-being, tolerance and harmony. However the rise of the internet offers an unexpected twist in that dynamic. It will be an extremely sharp learning curve for BN if it ventures to re-look into its communications strategy and also quickly educate its politicians about learning to engage with their voters in the cyberspace where everybody is equally special.

Better do it quick, before the people become unaware of BN's presence as they gravitate to something newer."

Comments (4)Add Comment
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written by penang1, March 16, 2008 23:47:19
If you are saying that BN is out of touch with the people, you're right.

However, if you are saying that BN needs the cyberspace to get in touch of the people, you better think again.

The cyberspace is populated by people who are well-educated, who (normally) have higher than average intelligence, who can think for themselves.

If BN comes in the cyberspace and talk cock to us, like what they are doing in the media they are controlling right now (tv, newspaper, etc) then I can tell BN to save the efforts - we can see through those cock-talkers, and we won't be fooled by the lies.
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written by hakuna, March 16, 2008 23:58:15
To be fair, BN has always been voicing its concerns to all about the nation’s well-being, tolerance and harmony.
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Is this sheer dumbness? Voicing for the nation's well being,tolerance and harmony but robbing the nation's wealth,talking about tolerance and harmony when the opposite is being carried out is - a joke.
The cyberspace no doubt assisted greatly in the downfall of BN but it was truth revealed and not concoctions.
People were already frustrated with the whole system , the cyberspace managed to reach out to them thus the changes. The truth was displayed and millions realised it - they just took the best opportunity to show their dissatisfaction.
Even if BN went on cyberspace to reach out - people want the truth - if the main media was doing it, that is reporting without fear or favour, most people will not be looking at the cyberspace for the truth.
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written by Ricky O, March 17, 2008 00:23:17
I apologied that I do read The mainstream papers i.e. just to keep myself occupied and I only read part of the papers. I read parts that does not talk about Malaysian Politics (for reasons - you know why). Most of the informations that I obtain on Malaysia's political environment is via internet and that is very sad. Very soon, I may not read the mainstream papers as I will be spending more time surfing the net for all kinds of information. By the way, I am over 50 years old so surfing the NET is not only for young perople.
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written by budakindia, March 17, 2008 00:56:20
If BN stop running Apartheid policies, demolishing places of worship, destroy and kill pigs, issuing gag orders against the use word of God, then only we can support you! Oh yes we need that in black and white! PM's guarantee means nothing to us! smilies/angry.gif We want in the form of legislative law! Not just some incoherent mumble from PM!
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