A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia

The 13th general election in 2013 (GE13) was the most recent general election in Malaysia. It was a display of stiff competition as the main opposition coalition at the time, Pakatan Rakyat (PR), was a strong competitor for Barisan Nasional (BN), the ruling coalition. BN learned its lesson from the...

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Main Author:	Mokhtar, Aida
Format:	Book Chapter
Language:	English
Published:	Routledge 2017
Subjects:	P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/61083/ http://irep.iium.edu.my/61083/ http://irep.iium.edu.my/61083/ http://irep.iium.edu.my/61083/50/61083.pdf

id	iium-61083
recordtype	eprints
spelling	iium-610832019-07-03T01:35:10Z http://irep.iium.edu.my/61083/ A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia Mokhtar, Aida P87 Communication. Mass media The 13th general election in 2013 (GE13) was the most recent general election in Malaysia. It was a display of stiff competition as the main opposition coalition at the time, Pakatan Rakyat (PR), was a strong competitor for Barisan Nasional (BN), the ruling coalition. BN learned its lesson from the 12th general election campaign in 2008 (GE12) and came up with a large scale campaign and active participation on social media in GE13. The former prime minister of Malaysia who led the GE12 campaign, Abdullah Badawi, mentioned it was “a serious misjudgment” when BN depended on government- controlled newspapers and television as the opposition attracted young voters with mobile phone text messages and blogs for the elections (“Malaysian leader admits ignoring Internet was a mistake,” 2008). PR performed better in the election compared to the ruling coalition in GE12, increasing their seats from 19 to 82 in a parliament of 222 members. That election denied BN a two- thirds majority in the parliament. GE13 was regarded as the fi rst social media election by the new leader of BN at the time, Najib Tun Razak, because politicians from the two main coalitions used social media to engage with voters online (Lim, 2013 ; Sani, 2014 ). Gomez ( 2013 ) dispels this notion due to the BN’s poor election performance and described the election instead as BN losing the social media election. BN used both traditional and social media in the GE13 campaign (Bakar, Yusoff , & Hussin, 2014 ). Whichever view one takes, it is clear that the Internet has transformed the political communication style of Malaysian elections from the use of traditional mass media to a symbiosis of both traditional mass media for predominantly one- way communication and online media for interactive communication with voters. Of great interest to this chapter are the previous qualitative studies and reviews of the GE13 campaign in terms of advertising. A meta- ethnographic synthesis of qualitative research studies and reviews of the political campaigns for the 13th general election in Malaysia has generated themes and identifi ed keywords for comparison and contrast. These studies provide an insight into the GE13 campaign in relation to advertising. Before turning to the advertising in the GE13, it is important fi rst to understand the Malaysian populace and the country’s aspirations, which determine the signifi cant aspects of the election campaigns in GE13 and in previous elections. Routledge 2017 Book Chapter PeerReviewed application/pdf en http://irep.iium.edu.my/61083/50/61083.pdf Mokhtar, Aida (2017) A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia. In: Routledge Handbook of Political Advertising. Routledge, New York, pp. 165-178. ISBN 9781138908307 https://www.routledgehandbooks.com/doi/10.4324/9781315694504 10.4324/9781315694504
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	P87 Communication. Mass media
spellingShingle	P87 Communication. Mass media Mokhtar, Aida A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia
description	The 13th general election in 2013 (GE13) was the most recent general election in Malaysia. It was a display of stiff competition as the main opposition coalition at the time, Pakatan Rakyat (PR), was a strong competitor for Barisan Nasional (BN), the ruling coalition. BN learned its lesson from the 12th general election campaign in 2008 (GE12) and came up with a large scale campaign and active participation on social media in GE13. The former prime minister of Malaysia who led the GE12 campaign, Abdullah Badawi, mentioned it was “a serious misjudgment” when BN depended on government- controlled newspapers and television as the opposition attracted young voters with mobile phone text messages and blogs for the elections (“Malaysian leader admits ignoring Internet was a mistake,” 2008). PR performed better in the election compared to the ruling coalition in GE12, increasing their seats from 19 to 82 in a parliament of 222 members. That election denied BN a two- thirds majority in the parliament. GE13 was regarded as the fi rst social media election by the new leader of BN at the time, Najib Tun Razak, because politicians from the two main coalitions used social media to engage with voters online (Lim, 2013 ; Sani, 2014 ). Gomez ( 2013 ) dispels this notion due to the BN’s poor election performance and described the election instead as BN losing the social media election. BN used both traditional and social media in the GE13 campaign (Bakar, Yusoff , & Hussin, 2014 ). Whichever view one takes, it is clear that the Internet has transformed the political communication style of Malaysian elections from the use of traditional mass media to a symbiosis of both traditional mass media for predominantly one- way communication and online media for interactive communication with voters. Of great interest to this chapter are the previous qualitative studies and reviews of the GE13 campaign in terms of advertising. A meta- ethnographic synthesis of qualitative research studies and reviews of the political campaigns for the 13th general election in Malaysia has generated themes and identifi ed keywords for comparison and contrast. These studies provide an insight into the GE13 campaign in relation to advertising. Before turning to the advertising in the GE13, it is important fi rst to understand the Malaysian populace and the country’s aspirations, which determine the signifi cant aspects of the election campaigns in GE13 and in previous elections.
format	Book Chapter
author	Mokhtar, Aida
author_facet	Mokhtar, Aida
author_sort	Mokhtar, Aida
title	A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia
title_short	A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia
title_full	A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia
title_fullStr	A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia
title_full_unstemmed	A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia
title_sort	string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th general election in malaysia
publisher	Routledge
publishDate	2017
url	http://irep.iium.edu.my/61083/ http://irep.iium.edu.my/61083/ http://irep.iium.edu.my/61083/ http://irep.iium.edu.my/61083/50/61083.pdf
first_indexed	2023-09-18T21:26:37Z
last_indexed	2023-09-18T21:26:37Z
_version_	1777412234239016960

A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia

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