POLITIC AND NEW MEDIA

The advent of internet has brought a new hallmark to the societies around the world. Since then, people connecting to everyone globally within seconds creating a new atmosphere, global village. Invention of social network prove soundly that people has make social network as a mediatory in their daily basis where it provide a place for them to share their expression and thoughts on any issues. Hence, we often-witnessed public figures used this medium to connect with their crowd. Celebrities and whatnot seems to utilize this medium in maintaining their reputation or even connecting themself with their fans. In political sides, traditional media no longer be the only field that politician need to addressed, new media and its social network claim its spot of priority. This however has become a challenge for politicians internationally especially locally, but more and more politicians managed to tackle new media.

Although the use of new technology in politics typically evolves slowly compared to its commercial use, the Internet emerged in political campaigns about the same time as it made its debut in American business. In 1992, the Clinton-Gore campaign placed election-related information, such as texts of speeches, advertisements, position papers and biographical information, on the Internet. This is widely acknowledged as the first use of the Internet in a presidential campaign. The first campaign Web site was created for California senator Dianne Feinstein in 1994. In 1996, the first presidential candidate Web site was established for Republican nominee Bob Dole. After the 1996 presidential election, scholars concluded that “though the Internet ‘has not fully arrived as a means of campaign communication, it certainly has a foot in the door. (Navasartian and Kanakara, 2008)

In United States of America, politicians used new media and social network to help them win their campaigns. Information disseminates using the new media through their official website. Discussion on matters related to their supporting people made on personal blogs. The used of social network portrays the image that politicians adamant to align himself with the need of the people. This political scene has become a great example for other countries including Malaysia.

In Malaysia, the scenario is different, people are more active than public figures as many politicians felt new media as a pointless effort. Increase in number of bloggers in political views has led politician admit their mistakes. Now, politicians frequently update their tweets with information about their campaign. According to, Dr M: Focus on new media timely, 2011, Dr Mahathir said Najib's focus on the need of the party to benefit from the use of new media. He added, ‘Umno has to respond to changes in the country today, like the new media and alternative media. It is a must for Umno’.

The use of new media, relevantly social network has turned out to be important tools in boasting support for political campaign. ‘This is in line with current political scenario where the cyber media is being used to launch psychological offensives either through blogs or social media sites such as Facebook and Twitter or online news portals’. (Use social media to create positive image of BN: Musa, 2012)

With the current climate, new media has become the ‘in thing’.  Once it was dominate by youth but it prowess has bring a lot of new comers from other segment of group. Generally, new media consumed by all, not like in those days where information can only be retrieved by traditionally media, now Malaysian is active participant where they nonstop looking for information. In the effort of searching for answers, they might stumble into information made by other group with different views of an issue. This might lead to coalition of information where it will interrupt the process of support gain. Information that insignificantly hazardous to the political sides will affect greatly to the momentum of the campaign. Thus, the use of new media and its social media help to correct those mistakes by addressing to those kind segments left in the support gain process. This can be done by maintaining contacts with visitors of the website, respond to feedback by answering or even uploading video to corporate with information to correct the miss judge statement that can put the political in jeopardy in its rally to win the support. New media aids political scene in many ways, its importance needs to be acknowledge by all, not only prominence figures.

Written by Iskandar Dzulkarnain, 20th September 2012

References

Dr M: Focus on new media timely (2011) - Umno - New Straits Times http://www.nst.com.my/nation/umno/dr-m-focus-on-new-media-timely-1.13829#ixzz27PQjO3wT

Navasartian, K. (2008). Digging for votes: An analysis of 2008 presidential candidates' use of new media. University of Southern California). ProQuest Dissertations and Theses, Retrieved from http://search.proquest.com.ezaccess.library.uitm.edu.my/docview/304461608?accountid=42518. (304461608).

Use social media to create positive image of BN: Musa (2012)- Latest - New Straits Times http://www.nst.com.my/latest/use-social-media-to-create-positive-image-of-bn-musa-1.74239##ixzz27PSQECjp