Chart 1

1
The Internet and the 12th Malaysian General
ElectionsObservations on Issues and Implications

• December 1, 2008

MERDEKA CENTER
2
Overview

• Structure of the Traditional / Internet News
  Media in Malaysia
• Pre-election Issues
• Communications positioning
• Influence of the Internet
• Implications

3
Malaysian Electorate Some Basic Figures

• Total citizen population 26 million
• In March 2008 10.5 million voters out of 15
  million eligible voters
• Voting age 21 years old
• Ethnic Breakdown
• Malays/Muslims 60,
• Chinese 30
• Indian 8
• Others 2
• 222 parliamentary seats, 60 in East Malaysia
• First past the post, president of largest party
  forms government and becomes prime minister

4
Ruling Coalition Barisan Nasional
5
Opposition Coalition Pakatan Rakyat
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Structure of the Traditional Internet
News Media in Malaysia
7
Structure of the Malaysian Traditional Media

• Electronic Media (TV, Cable and Radio)
• 2 state-owned channels, 3 private channels and
  cable TV featuring local and foreign news content
• All owned by corporations with links to ruling
  party
• Minimal, if any, coverage on opposition
• Press
• Mixed coverage
• - Chinese language press allows some coverage
  of opposition despite partly owned by ruling
  party (3 major dailies and several regional
  papers) (circ gt2.0 million)
• - English press generally pro-government but
  with some coverage of opposition (3 major
  dailies) (circ. 1.5 mil)
• - Malay press most pro-ruling party with high
  degree of Malay ethnic nationalism (2 major
  dailies and 2 tabloids, some regional papers)
  (circ. 1 mil)

8
Q14ii. How do you rate the slant of these
media?...
April 12-14, 2008 N 1012, Peninsular Malaysia
only
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Structure of the Malaysian Alternative /
Internet-based News

• Internet Portals
• Most visited are online portals of mainstream
  newspapers but
• Independent portals such as Malaysiakini,
  Agendadaily and Malaysian Insider is popular
• Blogs started becoming a phenomenon starting from
  2006 although proto-blogs started early in 1998
• Youtube started making impact in 2007 onwards
• Alternative Press
• - 2 main opposition newsletters by Islamic Party
  and Justice Party (twice a month) combined
  circulation abt 100-130K per issue
• Other methods
• SMS became useful as political tool from 2004
  onwards
• Traditional methods
• Leafleting
• Speeches important content generators

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Election Issues
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Issues leading to the election

• High Fuel Prices and Inflation

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Issues leading to the election

• Weak National Leadership

13
Issues leading to the election

• Policing and Crime

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Communications Positioning
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Barisan Nasional (Ruling Coalition)

• We are on the right track
• Message
• Highlighted past track record
• Notable achievements
• Presented contrary stand on prevailing issues
• Medium
• Print ads in newspapers
• TV and radio ads
• Internet use via sponsored banners and party
  websites

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Opposition

• Change and Reform
• Message
• Raised the issue of inflation and fuel prices
• Government corruption and shortfall on promises
• Fair treatment for all Malaysians regardless of
  race
• Medium
• Speeches
• Leaflets
• Internet portals, Youtube and blogs
• Mostly user generated content

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Influence of the Internet
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Influence of the Internet

• Internet Penetration
• Increased from 500,000 in 1999 to 4.0 million in
  2008
• Broadband access about 1 million
• Content
• Opposition parties and candidates all have blogs
  and sites but
• Most content generated independently on blogs and
  news portals
• According to technocrati, 28 of top blogs are on
  personal interest and 16 on politics

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Influence of the Internet
Internet presence Party websites (all
parties) Candidate/Leaderblogs (e.g. Lim Kit
Siang) Independent news portals
(Malaysiakini) Political blogs (Malaysia Today)
20
Influence of the Internet
Internet derived technology SMS campaigning
using database and internet protocol telephony
Candidate websites to fund raise online
Youtube events and adverts Video CDs
candidate and campaign material information
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The Net ranked fourth in terms of reach
Q12. How have you been getting most of your
news/information on the recent elections? Please
name top three(3)
61
22
Malaysiakini ranked top, estimated 500K voters
checked the website for news
Q13.If internet is involved, please name top 3
portals you frequented for news on the recent
election
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Brief Profile on Malaysian Internet Users

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Who are the Netizens?
62 are below 40 years old
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Who are Netizens?
26
Implications
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Outcomes

• Opposition increased seats from 18 to 82
• Took control of 5 state govts and Kuala Lumpur
• Ruling party loses 2/3 majority to change
  constitution
• PM Abdullah forced to leave by March 2009
• Increased pressure to introduce reforms on ethnic
  relations, economy and public service delivery
• More ruling party politicians now have own blogs
• Press opening up to more balanced views (except
  Malay press)

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Implications

• Increased pressure on ruling party to deliver on
  promises
• Greater public scrutiny on both ruling and
  opposition parties
• Tussle between hardliners and moderates in both
  sides (social and political conservatives)
• Signs of government crackdown on bloggers
• Greater appreciation of internet as
  communications medium especially among opposition
  
• Moving towards faster political cycles