ALL political parties have announced their candidates for the 15th general election (GE15). The contests will certainly be intense.
During the campaign period, we will be exposed to various political soap operas.
The placing of a candidate in an area must be based on an in-depth analysis of the local climate and political response.
The election candidates carry a very heavy burden. Firstly, they must achieve success in the places they want to represent. The challenge is increasing with a multifaceted competition that allows voters to make the best decision.
Secondly, they must obtain votes from residents of the areas they want to represent.
Thirdly, they have to distribute their party’s manifesto to the residents and voters in their areas.
Voters must recognise the seriousness of these candidates for them to receive support.
There are four major factors which influence voters’ decisions. Candidates and political parties should take these factors seriously if they want to win.
The first factor is the candidate. The candidate’s credibility, popularity and seniority should be considered. Candidates must be qualified in terms of looks, personality and character.
Experience in politics is essential to increase voters’ confidence in a candidate’s capacity to steer the party and fight for the rights and destinies of constituents.
The second factor is the political party. Political parties must be visible in the eyes of the people. A political party must have strategic leadership that fights for a target group. Arguments should be avoided because they can damage a party’s integrity.
The third factor is the party’s manifesto. The manifesto must highlight the needs of the people and present the party’s message with realism and foresight to ensure that the proposed plan will be executed after the election.
The fourth factor is the mass media or social media platforms. During an election, the mass media play an important role by educating voters on how to exercise their democratic rights. They help to spread news and information on the campaigns and let voters know who they are voting for and their stance on issues.
Numerous social media platforms also play a crucial role in the rapid dissemination of information. Thus, it is good for political parties and their candidates to make use of the social media platforms.
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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.
