KUCHING: As Sarawak moves closer to its next state election, digital platforms have become a key battleground where political parties compete to influence public opinion, mobilise supporters and shape campaign narratives.
Political analyst, Dr Hafizan Mohamad Naim, a senior lecturer at the Faculty of Social Sciences and Humanities, Universiti Malaysia Sarawak (UNIMAS), said social media and online campaigning now have a significant influence on voter perceptions and turnout, particularly among younger voters.
She pointed to Malaysia’s high level of internet connectivity as a major factor driving this shift.
According to the Department of Statistics Malaysia, individual internet usage reached 98.3 per cent in 2025, while mobile phone usage stood at 99.6 per cent.
Internet access also remained widespread, covering 99.0 per cent of urban households and 90.7 per cent of rural households.
These figures show that online political communication is no longer limited to urban or middle-class voters but now reaches a broad section of the electorate.
Instead of relying solely on ceramahs, newspapers, television or party machinery, political messages now circulate daily through Facebook, TikTok, WhatsApp, Instagram, YouTube and livestreams.
“For many voters, especially younger voters, politics is encountered casually while scrolling through entertainment, community news, family messages, and short videos,” Hafizan said, adding that online campaigning can influence perceptions even before the official campaign period begins.
One of social media’s greatest strengths is image-building.
It allows political parties and candidates to promote policies, defend their records, frame issues, and respond to criticism almost instantly.
Candidates who actively engage online often appear more accessible and relatable, while parties that consistently explain their policy agenda can project an image of being organised and prepared.
“In this sense, social media does not only transmit information but also shapes public impressions of a candidate’s credibility, leadership, competence and closeness to the people,” she said.
Social media also plays an important agenda-setting role by determining which issues dominate public discussion.
Topics such as the cost of living, youth employment, education, infrastructure, governance, regional autonomy, and rural development can quickly gain traction through videos, infographics and online discussions.
When these issues are repeatedly shared, they become part of voters’ political judgement.
However, Hafizan cautioned that misinformation, negative narratives, and half-truths can spread just as quickly if left unchallenged.
Another major advantage of digital campaigning is voter mobilisation, particularly following the implementation of Undi18.
Many first-time voters are digital natives who may not respond as effectively to traditional campaign methods.
Online campaigns can encourage voters to check polling information, attend campaign events, volunteer, share campaign materials, and ultimately cast their ballots.
This can be especially significant in closely contested seats.
Hafizan noted that several constituencies in the 2021 Sarawak State Election were decided by narrow margins.
Batu Lintang was won by only 93 votes, Pending by 540 votes and Padungan by 1,198 votes.
“In such constituencies, even a modest increase in turnout among young voters, urban voters or fence-sitters could influence the final result.
“Online campaigning may not determine every seat, but in marginal seats it can become politically significant,” she said.
Despite its growing influence, Hafizan stressed that online popularity should never be mistaken for electoral support.
A viral video, trending hashtag or thousands of online comments do not automatically translate into votes.
Voting decisions still depend on trust, candidate credibility, party machinery, constituency service, local issues and the ability to deliver tangible results.
This is particularly true in Sarawak, where voters often judge political parties based on development delivery, community networks, regional autonomy, and their ability to solve practical problems on the ground.
Hafizan described social media as an amplifier rather than a substitute for traditional politics.
“It can amplify trust, but it can also amplify distrust. It can mobilise voters, but it can also deepen cynicism. It can educate voters, but it can also mislead them,” she said.
Ultimately, she argued, the effectiveness of online campaigning depends on the quality of the message, the credibility of the messenger, and whether digital narratives reflect the realities experienced by voters.
She concluded that while social media and online campaigning can significantly shape voter perceptions and turnout, particularly among younger and more connected voters, digital popularity alone is insufficient to win elections.
“Political parties may win attention online, but elections are still won through credibility, trust, organisation and the ability to connect digital messages with realities on the ground,” she said.
