Analysts recall Najib-era govt propaganda as Anwar steps up 'Madani' campaign

Media experts and political observers have drawn comparisons between the visual and communications campaign by Anwar Ibrahim's administration and that of former prime minister Najib Razak, represented by the popular "1Malaysia" slogan.  

Communications expert Abd Aziz Aizam said the similarities had also cast a pall over the "Madani government" campaign undertaken by the coalition government, jointly led by Pakatan Harapan and Barisan Nasional. 

"Even the term 'madani' remains unclear, and is not really understood by many," Aziz, a professor of communications and media studies at Universiti Teknologi Mara, added. 

"It's geared more towards a current outcome situation rather than a way forward.

"The goal of moving towards achieving common good between the government and the people is not really highlighted." 

He also said that the visuals of the campaign appeared to be highlighting Anwar's individual personality rather than a collective team or qualified administrators as part of efforts to push for national reform. 

In terms of method, he said the Malaysia Madani campaign appeared similar to the campaign carried out during Dr Mahathir Mohamad's first tenure as prime minister, from the 1980s to the early 2000s. 

The propaganda material released by state-owned media at the time had highlighted the elements of patriotism and unity, including through songs such as "Keranamu Malaysia", "Sejahtera Malaysia" and "Jalur Gemilang", with Mahathir's image featured throughout in montage. 

A similar approach can be seen in the videos aired by government-owned television station RTM. 

Aziz said this could hinder the campaign of the new government as the people were hoping for something new, and a change that would bring about a greater impact on their lives. 

"Not just rhetoric," he added. 

He also cited Anwar's recent announcement on cash remuneration for civil servants, free toll and an additional Hari Raya holiday, saying these were all elements of the campaigns carried out by previous leaders. 

Political analyst Anis Anwar Suhaimi meanwhile said that any party, upon taking over the government, would have to deal with the baggage of previous administrations. 

Anis, of O2 Research Malaysia, also said that opposition parties that came to power would have to undergo a "180-degree" change in communication strategy as they grappled with the structure of government framework. 

"So now they are focusing on state-owned media, a domain that the government can control," he said. 

"Meanwhile, their approach on social media which is seen as a more open platform – that, too, is too formal and rigid." 
  
During Najib's administration, the "1Malaysia" slogan was apparent at every event conducted by the government machinery.

Najib also attempted to rally the support of the youth through songs created by young groups, similar to the efforts by Anwar, seen through the "Malaysia Madani" theme song by popular music group Bunkface. 

Anis said Anwar's government appeared tied to the "old template" for doing things, adding that this would hinder his efforts to gain support. 

"The approach has not changed, and the government's communications work may be less effective, especially when dealing with the state elections to come," he said.

Aziz meanwhile said that Anwar and his government might still be unclear about the form of propaganda they wished to use and the interests that should be prioritised. 

"Even so, we should look at this matter fairly," he said. 

"The current leadership is still quite new."