Clicks And Handshakes: Hybrid Campaigns Emerge As Winning Formula In Johor Polls

By Marfika Adnan Haris Fadzilah

JOHOR BAHRU, July 1 (Bernama) -- Election campaigning has shifted dramatically from the traditional politik balai raya (community hall politics) to a hybrid model that blends grassroots engagement with digital outreach, as candidates seek to win over an increasingly diverse electorate.

Political analysts say that while social media has become the dominant platform for shaping first impressions and public perception, face-to-face campaigning remains indispensable for building trust and credibility at the grassroots level.

Senior lecturer of social sciences at Universiti Tun Hussein Onn Malaysia (UTHM), Dr Nazreena Mohammed Yasin, said no single campaign strategy can be regarded as universally effective, as differing local demographics and communication ecosystems require tailored approaches.

“Urban constituencies with high internet penetration are well-suited to digital campaigns that enable information to spread quickly, while rural areas with limited connectivity still require candidates to engage voters in person to build interpersonal relationships.

“Although online campaigning offers lower costs and wider reach through multimedia platforms, it also carries the risk of information overload and the spread of misinformation,” she told Bernama.

Nazreena said the strength of traditional campaigning lies in its ability to generate direct feedback from voters, despite requiring greater time, manpower and financial resources.

She stressed that campaign effectiveness can no longer be measured solely by online engagement metrics, but must also take into account the strength of grassroots networks and a campaign's ability to influence actual voting behaviour.

“With voters now receiving information from multiple sources, the most effective strategy is a hybrid approach that consistently integrates both physical and digital engagement,” she added.

Another political analyst, Dr Norman Sapar, said political parties and candidates have little choice but to embrace digital platforms to remain relevant in today's political landscape.

Norman, who is the author of the book titled Persepsi: Perang Politik Media Sosial, said physical campaign activities are increasingly being repurposed as digital content to amplify their reach and engagement online.

“More than 95 per cent of voters are active on social media, while those aged between 18 and 40 account for around 60 per cent of the electorate.

“Recent elections also suggest that many voters have already formed their political preferences before the official campaign period begins, based largely on what they consume on digital platforms,” he said.

Norman added that digital politics has also transformed voting behaviour, with more voters making independent decisions rather than following traditional family voting patterns.

Bernama’s observation also found that candidates contesting the Johor state election have increasingly adopted this hybrid strategy, particularly in efforts to engage younger voters.

Pakatan Harapan (PH) candidate for the Pasir Raja seat, Mohd Fakharuddin Moslim, for one, said his campaign combines digital outreach with traditional grassroots engagement, reflecting the constituency's sizable youth electorate.

While social media serves as a key communication platform, he said personal interaction remains essential, particularly in rural communities and Felda settlements where voters prefer to get to know candidates face to face.

To further strengthen voter engagement, he even plans to launch a podcast series as an additional platform for interacting with constituents.

Barisan Nasional (BN) candidate for Pasir Raja, Datuk Seri Dr Adham Baba, said his campaign is also combining large-scale face-to-face engagements at polling district centres with digital outreach targeting younger voters.

“To strengthen information dissemination, we are also maximising the role of the party's communications machinery through platforms such as TikTok, Facebook and Instagram, alongside mainstream media that many people continue to rely on,” he said.

Meanwhile, Malaysian United Democratic Alliance (MUDA) candidate for Bukit Batu, M. Premanand, described social media as a complementary communication tool for delivering information quickly, while stressing that on-the-ground engagement remains essential for understanding voters' concerns and developing practical solutions.

A total of 172 candidates are contesting 56 seats in the Johor state election. Polling is scheduled for July 11, with early voting on July 7.

For the latest updates on the 16th Johor state election, visit https://prn.bernama.com/johor/

-- BERNAMA