Study: Harapan no longer dominating digital space

There has been a drastic shift in popularity of top political leaders after the general election last year, with former prime minister Najib Abdul Razak now way ahead of the pack.

According to a research by advertising firm Nobleman Creations, this was measured by analysing the "total engagement" and growth in "likes" on Facebook pages of these personalities, comparing data in the months of May 2018 and January 2019.

For the purpose of the study, Nobleman Creations observed the Facebook pages of Najib, PAS president Abdul Hadi Awang, PKR president Anwar Ibrahim and Prime Minister Dr Mahathir Mohamad.

"Najib's Facebook page has done far better than those of other key high-level politicians in terms of total reactions, comments, and shares.

"The 6.7 million total reactions, comments and shares that Najib has garnered in the month of January was more than the total reactions, comments, and shares that Mahathir garnered during the entire month of May, in which the last general election was held," said the firm.

The "total engagement" on Mahathir's Facebook page, on the other hand, had dropped by 96.92 percent in January.

It was also found that the growth in the number of "likes" for Mahathir, Anwar and Hadi's Facebook pages had slowed dramatically, but the same cannot be said of Najib.

When contacted, Nobleman Creations CEO Na’im Brundage said Harapan was once known for making viral content - often by employing controversy - but had to contain themselves now that they were in power.

"Most of the most influential of Harapan leaders are holding government positions (so) their administrative tasks seem to have taken their focus away from communicating with the public via digital space," he explained.

Moreover, he said many Harapan supporters and activists have abandoned their online efforts post-election.

"Most only did so to see a change in government. Now that Harapan has taken reins of the government, many have gone back to their normal lives," he said.

As for Najib, Brundage said the former premier had overhauled his style of narrative in an attempt to look like a "man of the people".

"His pre-election postings were carefully curated to portray him in a statesman persona, while his post-election contents are more laid back in nature and his usage of words is more colloquial," he said.

In recent months, Najib had gave himself a humorous online persona, poking fun at Harapan's policies and gaffes.

In January, Najib, 65, debuted his new "bossku" persona - one where he traded his shirt and slacks for a black hoodie and street language.

Brundage, who is also the Federal Territories PKR Youth chief, believed Harapan has to commit more resources to take back the digital space before the situation becomes irreversible.  - Mkini