Role of Traditional Print Media in the 13th General Election, Malaysia
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Transcript of Role of Traditional Print Media in the 13th General Election, Malaysia
Role of Traditional Print Media in the 13th General Election, Malaysia
Nurul Adillah Jumaddi
Universiti Teknologi Mara, Shah Alam
ABSTRACT
Malaysia's 13th General Election was an intense contest between the ruling National Front, Barisan Nasional (BN) and the opposition, Pakatan Rakyat (PR). The National Front had won 133 seats in the 222-member parliament, falling well short of the two-thirds majority that Prime Minister Najib Razak had aimed to capture in 13 th General Election. The three-party opposition alliance, Anwar Ibrahim rejected the result because the country's Election Commission (EC) had failed to investigate evidence of widespread voter fraud. Anwar had accused the coalition of flying up to 40,000 phantom voters, including foreigners, across the country to vote in close races. The government says it was merely helping voters get to home towns. In significant, Ethnic Chinese parties allied with the National Front suffered heavy losses in 2008 General Election and were punished by voters again on 2013 General Election. The National Front's ethnic Chinese MCA party won just five seats, down from 15 in 2008. That leaves the National Front dominated more than ever by ethnic Malays, who make up about 60 percent of the population, increasing a trend of racial polarization in the country. This research compares on way of mainstream media and publication from the opposition party portray on this issue in their newspaper. Mainstream media such as Utusan Malaysia newspaper will be compared alongside with one of publication from the opposition parties which is Suara Keadilan newspaper through a content analysis. A comparative study of the news articles on both publications throughout the campaign period (1 May - 6 May 2013) will be studied. Utilising the theoretical framework of Agenda Setting, Utusan Malaysia and Suara Keadilan will be tested to see the extent of the dominant role played by the Agenda Setting theory in deciding the articles that are published.
Keywords: Agenda Setting, General Election, mainstream media, opposition publication
1.0 INTRODUCTION
Malaysia's 13th General Election was an
intense contest between the ruling National
Front, Barisan Nasional (BN) and the
opposition, Pakatan Rakyat (PR). The
National Front had won 133 seats in the
222-member parliament, falling well short
of the two-thirds majority that Prime
Minister Najib Razak had aimed to capture
in 13th General Election (Stuart and Al-
Zaquan, 2013).
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While support for the ruling coalition from
the country's majority ethnic Malays
remained solid, ethnic Chinese who make
up a quarter of Malaysians continued to
desert the National Front, accelerating a
trend seen in the previous election. Ethnic
Chinese have turned to the opposition,
attracted by its pledge to tackle corruption
and end race-based policies favouring
ethnic Malays in business, education and
housing.
The National Front won 140 seats in 2008,
at the time it is worst-ever showing. The
opposition won 88 seats this year,
according to latest results; it is up from 82
in previous election. The National Front
also failed to win back the crucial
industrial state of Selangor near the capital
Kuala Lumpur, which Prime Minister
Najib Razak had vowed to achieve.
Meanwhile, the three-party opposition
alliance led by former deputy Prime
Minister Anwar Ibrahim had been
optimistic of a historic victory, buoyed by
huge crowds at recent rallies.
However, it became clear that the restless
opposition would be unable to unseat one
of the world's longest-serving
governments in Malaysia's history. The
three-party opposition alliance, Anwar
Ibrahim rejected the result because the
country's Election Commission (EC) had
failed to investigate evidence of
widespread voter fraud.
Anwar had accused the coalition of flying
up to 40,000 phantom voters, including
foreigners, across the country to vote in
close races. The government says it was
merely helping voters get to home towns
(Stuart and Al-Zaquan, 2013).
In 2008 previous general election result
signalled a breakdown in traditional
politics as minority ethnic Chinese and
ethnic Indians, as well as many majority
Malays, rejected the National Front's brand
of race-based patronage that has ensured
stability but led to corruption and
widening inequality (Stuart and Al-
Zaquan, 2013).
Ethnic Chinese parties allied with the
National Front suffered heavy losses in
2008 general election and were punished
by voters again on 2013 general election.
The National Front's ethnic Chinese MCA
party won just five seats, down from 15 in
2008.
That leaves the National Front dominated
more than ever by ethnic Malays, who
make up about 60 percent of the
population, increasing a trend of racial
polarization in the country.
More than 13 million Malaysians went to
the polls on May 5. This is the first time
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that the ruling party has gone through the
full five-year term before dissolving
parliament. There are some critic claims
that the ruling coalition has lacked
confidence to face the electorate on several
contentious issues.
It faces growing anger due to rising racial
and religious tensions, allegations of
corruption involving its leaders directly or
indirectly, the rising cost of living, police
brutality, continued detention without trial
and the awarding of scholarships to
students based on racial quota and not
merit.
The United Malays National Organisation
(UMNO), which has controlled Malaysia
through coalition governments since
independence in 1957, faces a formidable
opposition that promises to end corruption,
cronyism and authoritarian rule. Under
UMNO, multi-ethnic Malaysia became a
regional economic success story while
enjoying relative harmony between
majority ethnic Malays and its sizeable
minorities.
On the other hand however, the opposition
led by Anwar Ibrahim or also known party
as Parti Pakatan Rakyat has won support
with pledges of clean, transparent
governance and respect for civil liberties,
enjoying unprecedented freedom to get its
message past state-controlled mainstream
media via the Internet.
2.0 BACKGROUND
2.1 Recent General Elections in
Malaysia
According to the Election Commission, 85
per cent cast their votes for parliamentary
seats while 86 per cent for the state
legislative assembly seats. This was the
highest number of votes cast in any
general election in the country’s history.
Many researchers have referred to this as
the “people’s election”. With the recent
global events from the Arab Spring to the
Occupy Wall Street movement have given
the world unexpected glimpses of the
power of citizen participation; where
demonstrating masses with the means of
the Internet as a tool are able to play a
significant part in the overthrow of long-
standing regimes or in spreading the cause
of a movement to many parts of the world.
So basically, Malaysians went to the polls
for the country’s thirteenth general
elections. The results are now in, with the
Barisan Nasional government get by its
narrowest ever parliamentary victory of
133 seats to Pakatan Rakyat’s 89 seats
(PRU 13, 2013).
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2.2 The Role of Mainstream Media in
Malaysia
The mainstream media in Malaysia has
been in existence since the British Colonial
administration. In print media, major
newspapers include three English
languages dailies, two Malay language
dailies, five Chinese language dailies and
two Tamil dailies (Kenyon and
Marjoribanks, 2007). In Malaysia,
mainstream media focuses primarily on
positive stories for the benefit of the
political elite (Anuar 2000: 184).
This outcome appears to be related, in part,
to newsroom culture in Malaysia, where
close links between political leaders,
editors and publishers make it difficult for
journalists to investigate political leaders
(Anuar, 2005).
Open-minded journalists did not have a
chance to bring their message to the people
because of the well-honed and vigilant
apparatus of the government while
political opponents face limited reporting,
particularly over calls for political reform.
The media in Malaysia are confronted by
the possibilities for change as civil society
organisations increasingly mobilise new
media technologies to seek information.
2.3 The Opposition's Voice
One of the opposition voices is Suara
Keadilan. It is a newspaper published by
National Justice Party (Parti Keadilan
Rakyat). As the opposition publication,
most news publishing news are not to
praise the Barisan Nasional Government.
Their purpose is to expose the weakness in
the government.
3.0 PROBLEM STATEMENT
According to Netto (2002), mainstream
media coverage of government policies is
usually uncritical while political opponents
face limited reporting and particularly over
calls for political reform. The role of the
media is most evident in the run-up to any
election.
Although online media proved to be a
turning point in recent general election but
mainstream media role also has been
evident in every election.
Mainstream media is accessible to a large
segment of the populations as medium of
information, although the mainstream
media is perceived as echoing the voice of
the government, not giving a balanced
coverage of issues and ignoring the
Opposition's point of view.
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However, the researcher wants to know the
way mainstream media set the agenda for
their reader in ensuring its continuous
success in the election.
Meanwhile although Opposition
effectively and essentially relied on online
media to counter the National Front
however they still depend on their
publication Suara Keadilan to reach their
supporter. So it is showed that traditional
media still remained a critical factor in
ensuring their campaign message is spread.
4.0 RESEARCH OBJECTIVES
The aim of this research is to bring to light
on how the mainstream media and also the
opposition use discursive strategies to
portray political parties' campaign
messages. Both publications have different
way of injecting their agenda to the
reader's mind.
5.0 METHODOLOGY
The research uses content analysis as a
method of investigation. The data is
subjected to a detailed analysis to pull out
the underlying issues presented.
According to Holsti and Stone (1969),
content analysis is any technique for
making inferences by objectively and
systematically identifying specified
characteristics of messages.
On the other hand, according to
Krippendorff (2004), content analysis is a
research technique for making replicable
and valid inferences from data to their
context.
Basically, content analysis is a technique
of gathering and analysing the content of
text (Neuman, 2003). According to
Neuman (2003), the content refers to
words, meanings, pictures, symbols, ideas,
themes, or any messages that can be
communicated.
A number of analysis attempts to relate
certain characteristics of the score of a
given body of message content to the
characteristics of the messages that are
produced.
For this research, a latent coding method is
used. This method is also called as
semantic analysis. Here the underlying
implicit meaning in the content will be
analysed (Babbie, 2004). The coding
system is based on the issues mentioned
below to guide the interpretation of the
text.
According to Neuman (2003), this method
is best used for tapping underlying
meaning of communication because people
communicate meaning in many implicit
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ways that depend on content, and not just
in specific words.
So, for this research, the researcher
attempts to analyse the strategies used by
Utusan Malaysia (mainstream media) and
Suara Keadilan (opposition media) to
present the issues raised by the various
political parties during the campaign
period of the 13th General Elections in May
2013.
The period of analysis is before the 13th
General Election, during the 13th General
Election and after the 13th General
Election. The local daily, Utusan Malaysia
has been selected because it has the largest
circulation in term of local Malay dailies
in Malaysia.
A total of three news articles from Utusan
Malaysia were analysed which based on
the period of analysis (before, during and
after 13th General Election).
Meanwhile, Suara Keadilan was chosen as
the opposition newspaper as it offered
opinion and belief from the other political
parties regarding this 13th General Election.
To be fair and equal, a total of three news
article from Suara Keadilan were also
been analysed which based on the period
of analysis (before, during and after 13th
General Election).
6.0 THEORETICAL
FRAMEWORK
This research utilising the theoretical
framework of Agenda Setting, two
different newspapers, Utusan Malaysia
and Suara Keadilan were tested to see the
extent of the dominant role played by the
agenda setting theory in deciding the
articles that are published.
The theoretical framework provided by the
agenda setting hypothesis serves as the
basis for discussion against the
background of the role of the media, and in
this case for both the print media, Utusan
Malaysia and Suara Keadilan.
Basically, the term agenda setting was
coined by McCombs and Shaw (1972). It
refers to the power structure issues in the
media in such a way that people think
about what they are told, but at no level do
they think what they are told.
Meanwhile, Crossberg et al. (1998) stated
that the idea behind agenda setting is quite
simple, whereby he explained that the
media over time, by featuring some issues
more prominently and some issues less
important and still other issues not at all,
gives us a sense of what issues are
important or the salience of the issues,
namely the amount of political or public
importance a particular issue possesses.
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In simple word, it refers to the media’s
capability, through repeated news
coverage of raising the importance of an
issue in the public’s mind. Besides that,
this theory further supports a statement
made by David and Pavlik (2003) that the
news media may not directly affect how
the public think about political matters, but
they do affect the subjects that people
think about.
So, in short, they set the agenda for those
political matters that people consider
important. It is all about in telling its
reader what to think about, rather waste
time in telling what to think.
7.0 DATA ANALYSIS - UTUSAN
MALAYSIA
On the analysis of Utusan Malaysia, it was
apparent that Malaysian government works
on a 'Strict Father' mode (Lakoff, 1995).
This is to show that the ruling government
acts as the absolute head of the country
and makes decisions that are good for
them. Articles analysed can be seen in
Table 1.
Table 1. Utusan Malaysia- Report Card: Achievement and Blue Print for a New Future
Category Headlines Date
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Report Card:
Achievement and Blue Print
For A New Future
PM lakar sejarah rentas
Jambatan Kedua Pulau
Pinang.
Janji tingkat taraf hidup
pekerja.
Kolej Han Chiang naik taraf
kolej universiti.
Tiga kampus baharu UiTM
bakal dibina di utara
Semenanjung bagi
perkasakan pendidikan
negara.
Mukhriz dilantik MB Kedah
jika BN menang.
Proses pilihan raya dikagumi
pemerhati luar.
BN menang kekal mandat
tadbir negara, tawan Kedah.
BN menang majoriti mudah.
Sarawak kekal kubu kuat
BN.
Barisan Nasional rampas
Kedah.
1/5
1/5
1/5
5/5
5/5
5/5
6/5
6/5
6/5
6/5
7.1 Report Card: Achievement and Blue
Print for a New Future
In analysing the articles in Table 1, it is
evident that Utusan Malaysia is used as a
propaganda tool of the ruling alliance. The
ruling government's report card is
displayed flamboyantly by Utusan
Malaysia to impress voters on its plans.
Besides that, in portraying the impressive
track record of the ruling government,
Utusan Malaysia prints articles such as
"Janji tingkat taraf hidup pekerja"
signalling that it was a strategy for the
ruling government to help their worker
increase their life standard and it is also in
conjunction to Labour Day that fall on 1st
of May.
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Besides that, the ruling government also
showed that they also concern about other
races whereby an article "Kolej Han
Chiang naik taraf kolej universiti" have
been printed in Utusan Malaysia four days
before the Election Day.
"Mukhriz dilantik MB Kedah jika BN
menang" have portraying nothing but
victory is to be expected. "Tiga kampus
baharu UiTM bakal dibina di utara
Semenanjung bagi perkasakan pendidikan
negara" elaborate that ruling government
has a concrete list of plans on how to
govern the country with the best interest of
the voters in mind.
Moreover, after winning the ruling
government win the election, Utusan
Malaysia prints articles such as "BN
menang kekal mandat tadbir negara tawan
Kedah", "BN menang majoriti mudah",
"Sarawak kekal kubu kuat BN", "Barisan
Nasional rampas Kedah" portrayed that
the ruling government have managed to
convince the voters while showed that they
still in power.
Most of the articles portray a host of cues
the salience of the ruling government
report card and confidence and with
continuous repetition of articles over
period of time, the agenda sets the
priorities of the voters into believing that
voting the ruling government is the only
choice.
Table 2. Utusan Malaysia- Opposition Weakness
Category Headlines Date
Opposition
Weakness
DAP tidak endah Pas
Sikap monopoli DAP bukti
Pas, PKR diperkudakan.
Pas sanggup gadai matlamat
demi jaga hubungan dengan
DAP.
Pembangkang dalang
gerakan 'Malaysia Spring'?
Pemimpin Pas jadi dalang.
"Dr. M penyelamat ekonomi
negara, bukan Anwar
1/5
1/5
1/5
5/5
5/5
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JPN jelas isu status 'Bangla'
tersebar di Facebook.
54 warga asing disahkan
pekerja.
5/5
6/5
6/5
7.2 Opposition Weakness
From an analysis of the articles in Table 2,
it is evident that Utusan Malaysia is being
used to paint a negative picture of the
Opposition parties. The Opposition parties
were mostly given a large number of
articles reported them in a negative light
such as "DAP tidak endah Pas- Makin
ramai pemimpin tolak Pas secara
terbuka", " Sikap monopoli DAP bukti
Pas, PKR diperkudakan", " Pas sanggup
gadai matlamat demi jaga hubungan
dengan DAP", and "Pembangkang dalang
gerakan 'Malaysia Spring'?".
From the evidence, it can be drawn that
Utusan Malaysia portrays the Opposition
parties that have a fair number of internal
problems and making it clear that National
Front is the only preferred choice. This
accomplished by indicating (a) weakness
and lack of credibility among its leaders
and (b) the Anwar Ibrahim factor.
(a) Weak and lack of credibility among its
leaders
The National Front, using Utusan
Malaysia as a political media instrument,
has depicted the Opposition as
incompetent. Article such as "Sikap
monopoli DAP bukti Pas, PKR
diperkudakan" and "Pas sanggup gadai
matlamat demi jaga hubungan dengan
DAP" exhorts the readers that the
Opposition can do nothing right and hence
it is of no use to vote them, thus setting the
agenda in the readers mind.
(b) The Anwar Ibrahim factor
This is perhaps the strongest and most
influential factor in the National Front
propaganda against the Opposition. The
article such as "Dr. M penyelamat ekonomi
negara, bukan Anwar" portrayed that
Anwar Ibrahim are certainly untrustworthy
and unreliable to be a leader and the
country will be ruined if Anwar becomes
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prime minister. The agenda setting by
Utusan Malaysia is obviously displayed of
anti-Anwar reporting, a clear intention of
smearing his name.
8.0 DATA ANALYSIS - SUARA
KEADILAN
Suara Keadilan is run by opposition leader
Anwar Ibrahim's Keadilan Party. Most
issue in the publication reported about the
negative side of ruling government besides
that as the opposition publication, most
news publishing news are not to praise the
ruling government however their purpose
is to expose the weakness in the
government.
Table 3. Suara Keadilan - Hot and Critical Issues
Category Headlines Date
Hot and Critical Issues Pengundi hantu mula
diseludup? PRU 13: BN di
ambang kekalahan.
Halang pengundi hantu tapi
jangan sampai guna
kekerasan.
Sarat keraguan dan penipuan,
Pakatan Rakyat tolak
keputusan PRU
Pakatan menang undi
popular, tapi BN jadi
pemerintah.
Kenaikan tarif elektrik
hadiah pertama BN kepada
rakyat.
'Tsunami Cina': Najib tunjuk
rasis hari pertama jadi PM.
30/4
5/5
6/5
8/5
8/5
8/5
8.1 Hot and Critical Issues
An analysis of the articles shows in Table
3, Suara Keadilan has used the economic
situation and racist issue to its advantage.
Article such as "Kenaikan tarif elektrik
hadiah pertama BN kepada rakyat" and
"Tsunami Cina': Najib tunjuk rasis hari
pertama jadi PM" portray that although
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the National Front won the election, they
still burden the citizen by increasing the
price of energy while does not care about
other races feeling.
This exhorts the readers into believing that
the Opposition is far more credible and
understanding the need of the citizen while
the current government leaders is selfish
and insensitive with other races.
In addition, Suara Keadilan prints articles
such as "Pengundi hantu mula diseludup?
PRU 13: BN di ambang kekalahan", "
Sarat keraguan dan penipuan, Pakatan
Rakyat tolak keputusan PRU" and
"Pakatan menang undi popular, tapi BN
jadi pemerintah" portraying the unfair
process of the general election and the
National Front won the election because of
phantom voter.
Thus using these hot and critical issues
Suara Keadilan attempts to influence the
readers and hence agenda sets to vote for
the Opposition because they more credible,
reliable and accountable.
Table 4. Suara Keadilan - Ground Support
Category Headlines Date
Ground Support Kebangkitan rakyat paling
besar dalam sejarah.
Faizal Tahir, Yassin muncul
dengan kilp video 'Berani'
Lebih 15,000 hadir ceramah
Anwar, Nurul Izzah di
Lembah Pantai.
Ratusan ribu ke perhimpunan
bukti jelas rakyat tolak
penipuan PRU
3/5
3/5
5/5
9/5
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8.2 Ground Support
It is apparent from an analysis of the
article in Table 4 that Suara Keadilan is
used as a political tool by members of the
Opposition to portray a wholesome
squeaky clean image of its contestant.
Through this publication shows that the
Opposition attempts to weave into the
hearts of the voting public by displaying
its strength in showing care and
commitment. This is achieved by showing
strong support from the citizens.
Articles such as "Kebangkitan rakyat
paling besar dalam sejarah", " Lebih
15,000 hadir ceramah Anwar, Nurul Izzah
di Lembah Pantai" and " Ratusan ribu ke
perhimpunan bukti jelas rakyat tolak
penipuan PRU" portray the popularity of
the Opposition candidates.
Besides that, Suara Keadilan also sets the
platform in revealing how stars in the
music industry seem to express their
support to the Opposition. This can be seen
in "Faizal Tahir, Yassin muncul dengan
kilp video, Berani". Thus the impression
drawn is that the Opposition has shown a
great track record at ground level.
The articles have been well written to
conjure in the mind of the readers that the
great support given by the voters indicate
that the Opposition leaders are honest and
committed wholeheartedly to the cause of
providing for the citizen.
Thus by concentrating on this ground
support that the Opposition received,
Suara Keadilan attempts to lead the
readers into perceiving this support
showed the Opposition is more favourable
and trustworthy by the citizen, thus setting
the agenda.
9.0 DISCUSSION
This paper attempts to gauge the
effectiveness of two newspapers, which
both are the traditional print media. It is
obvious that both print media seek to set
the agenda for their respective readers.
Utusan Malaysia being directly owned by
the National Front attempts to set the
agenda in getting its readers to believe that
it is vital to vote for the National Front. On
the other hand, Suara Keadilan is
published not to praise the ruling
government however their purpose is to
expose the weakness in the government
while fill in the gap left by the mainstream
media reports the Opposition favourably
thus appealing to set the agenda for its
readers.
9.1 Quality of News Coverage
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It is evident that Suara Keadilan focused
on previously hot and critical issues. By
highlighting on the economic situation and
racist issue, they gained a lot of attention.
Plus with the issue regarding 'phantom'
voters and unclean voting process, Suara
Keadilan hit the right note among its
readers who were hungry for this kind of
information which was unheard of in the
mainstream.
To an audience that had only one source of
information which had been controlled by
the government, Suara Keadilan served as
an alternative medium of information.
On the other hand, evidence can be drawn
that Utusan Malaysia highlighted minor
issues such as the National Front's
candidates, competency and commitment,
how the candidates and the ruling
government were doing a good job, how
well they were liked and to ensure this, the
citizens were urged to cast their votes for
the National Front.
9.2 Differences in the Stance Taken
It is obvious that Utusan Malaysia
appeared to have taken a pro-government
stance, while Suara Keadilan appears to
have taken on the Opposition view. In a
country like Malaysia where there has
been heavy censorship of the traditional
media especially, public now turn to new
media.
It is because new media bring freedom of
information and represented an outlet
which the public did not have previously.
Most new media is being used by the
Opposition as the alternative channels that
the public got wind of salient issues that
were otherwise not covered by mainstream
media.
10.0 CONCLUSION
In conclusion, in Malaysia, it seem the
mainstream media such as Utusan
Malaysia is National Front's owned while
other alternative publication such as Suara
Keadilan reported the weakness in the
ruling government and not likely to praise
them instead. Both traditional print media
have differences stances and provide vary
in quality of news coverage based on their
agenda. Furthermore, both traditional
media are like chalk and cheese in a way
for them to set the agenda in the reader
minds when reading the news articles by
both publications. Moreover, in simple
word, it refers to the media’s capability,
through repeated news coverage of raising
the importance of an issue in the public’s
mind.
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Besides that, agenda setting theory further
supports a statement made by David and
Pavlik (2003) that the news media may not
directly affect how the public think about
political matters, but they do affect the
subjects that people think about. So, in
short, they set the agenda for those
political matters that people consider
important. It is all about in telling its
reader what to think about, rather waste
time in telling what to think.
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