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
