Here, I wish to touch on campaign etiquette.
When campaigning, etiquette is assumed to be observed. For instance, in their eagerness to attract more people, party candidates sometimes go beyond what a reasonable person will allow, such as insulting and exposing the so-called shortcomings of the opponent.
Some politicians have this as a strategy. They know, but don’t care that abusive words uttered or written have significantly negative effects. And they will have a profound effect on the person (the opponent in particular) who is the subject of such insults and criticisms.
Campaign etiquette must be adhered to. A candidate’s attitude should reflect well on voters. At this time and place, the candidates’ abilities, credibility, and sincerity to win the hearts of voters will be judged. What has been observed is that because they are so obsessed with exposing the weaknesses and disadvantages of others, they tend to ignore the good in them. And because of the negativities, they then neglect to follow through on their promises.
This shouldn’t happen. All candidates should utilise this period of campaign carefully.
Priority should always be given to highlighting the goodness and development plans based on the prosperity and stability of the people’s lives. This strategy is believed more effective than attacking the opponents to conceal one’s weaknesses and faults.
Candidates should be creative and forward-thinking when presenting what they want to do for the common people. For instance, what changes do they believe are important? They can suggest improvements, sharing of benefits that are acquired collectively, addressing the concerns and issues raised by the people, etc.
How ideas are presented should be compatible with the way of life of people from many walks of life. Do it in such a way that people can assess the worth of the candidates.
We hope that the voters will be able to make sensible decisions based on the candidates’ ideas and information. Share with them (voters) the good that will be carried out as a reflection of the candidates’ character.
In campaigning, there should be no pointing of fingers or accusing any party. Avoid provocations and queries that can undermine the candidates’ viewpoint. The emphasis is on the candidates’ ability to bring about change and realise the people’s hopes.
In this set of multiple societies, consensus and unity must be upheld. In terms of campaign ethics, it is evident that the candidates’ personal qualities and background should be promoted as one of their strengths and benefits. This can increase confidence in the candidates.
Let the strategy and method of campaigning correspond to the correct and ethical route so that this structured political culture does not grow according to their preferences and split the society.
This will give birth to a fair and clean understanding of politics, which is politics that prioritises the good of the community by avoiding all sorts of power struggles, including the use of other individuals or organisations to attain personal political will.
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** Dr Nur Aida Kipli (PhD) is a senior lecturer at Universiti Teknologi MARA, Kota Samarahan, Sarawak.
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The views expressed here are those of the analyst and do not necessarily represent the views of New Sarawak Tribune.
