Read how Umno conducted its campaign in Malaysia GE13 - By Clive Kessler It was conducted in Malay terms and directed to a Malay audience. Meaning, the campaign was projected above all in the daily Malay-language press, notably the Umno’s own Utusan Malaysia, and via the Malay-language programming of the television channels with the greatest Malay reach, principally TV3 and RTM. It was a campaign conducted for the votes of Malays, mainly for those of the great bulk of the more “traditionally-minded” Malays, in the Malay rural heartland areas. The Umno campaign was simple: “all is at risk!” There is no protection, it kept hammering away, for you and your family, for all Malays, for the Malay stake in the country, for Islam or for the Malay rulers who are the ultimate bastion of our Malay-Islamic identity and national primacy ― other than us here in Umno. It was a campaign that appealed to their sense of themselves ― to their sense of Malay identity and of Malay centrality to national life. It was a campaign that sought to suggest how tenuous the basis of Malay identity had now become in national life, how insecure the Malay grip upon the Malay stake in the nation had become. Everything that was distinctively Malay about Malaysia, it was suggested, was now under threat. It was a campaign that both cultivated and then also appealed to a Malay sense of political and cultural peril, even crisis. It was a campaign that consisted of a managed panic: that the Malays were now beleaguered in their own land, the Tanah Melayu. Their historic stake in the nation was being whittled away and was now in jeopardy. It was a campaign that sought to suggest that, as political currents were now running, it was not fanciful but realistic to imagine that Malays might one day soon “hilang di dunia” (in the words of the classical formulation), that they might disappear from the face of the earth. It was a campaign of controlled communal panic. Malays and their way of life are beleaguered, and, central to their way of life, Islam was in jeopardy. Malay historical primacy and political leadership, the religious ascendancy of Islam, and the constitutional position of the Malay state rulers as their “untrumpable” guarantors had become the sacred trinity of the Umno campaign. Everything that mattered to the Malay majority and its conventional loyalties was now at risk, it was suggested. It was threatened by the opposition Pakatan Rakyat coalition ― of which of course, the Islamic Party PAS was a key component. In the division of political labour between the Pakatan partners, it fell to PAS to wage the direct contest against Umno for votes in the nation’s Malay heartlands core. So, above all else, the national election ― an election that would decide the prime minister’s and his party’s future ― turned upon a contest for “the national Malay soul” between Umno and PAS. That was the real campaign.
Posted on: Wed, 12 Jun 2013 13:47:15 +0000
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