TikTok, the social media sensation, has emerged as a political game-changer in Malaysia’s 15th General Election (GE15) and the State Election 2023 (SE2023). Dr Fadzillah Hernani Mohd Janis from INTI International University’s Faculty of Business and Communications has delved into how this platform has been leveraged to promote political campaigns, engage voters, and influence public opinion.
Dr Fadzillah Hernani Mohd Janis, a lecturer at INTI International University’s Faculty of Business and Communications (FBC), conducted research that explores TikTok’s influence on Malaysian politics.
Political communication has taken a radical turn with the rise of social media, and TikTok is leading the charge, particularly among Malaysia’s youth. Dr. Fadzillah notes, “During both GE15 and SE2023, TikTok became a hotspot for political content. Campaign events, press conferences, and political speeches flooded the platform. These posts aimed to inform voters about candidates and their policies while drumming up support for their respective parties. The content, often loaded with catchy tunes and slick edits, was tailor-made for the younger audience.”
Her research shows that during GE15, TikTok was buzzing with politically charged entertainment. Influencers and everyday users created humorous, engaging content to back their chosen parties, mixing political messages with lighthearted fun. This strategy hit the mark, grabbing young voters’ attention and sparking interest in political issues.
One of the most notable shifts during SE2023 was the democratization of political discourse. Users took to TikTok to share their voting experiences and political views, adding a personal touch to the political conversation. This wave of personal expression brought diverse voices into the conversation, empowering individuals to enrich the political landscape.
TikTok influencers have emerged as the new power players, significantly shaping political discourse among young voters. They have been instrumental in creating and sharing political content, from informative videos and entertaining skits to direct endorsements of parties and candidates. Their massive reach and ability to sway opinions underscore the profound impact of TikTok on political communication.
During GE15, YB Tengku Zafrul was a TikTok dynamo, posting a mix of professional content focused on economic and financial issues. Meanwhile, YB Syed Saddiq and Khairy Jamaluddin were less prolific, sticking to campaign events and speeches. By SE2023, Tengku Zafrul had upped his game, refining his content and experimenting with new formats. Syed Saddiq continued his updates, and Khairy maintained his policy discussions. Tengku Zafrul’s TikTok presence stood out, particularly in economic and financial debates.
TikTok is now a crucial platform for political engagement in Malaysia, especially among the younger generation. Its format, perfect for creative and engaging content, is an effective medium for political messaging and voter engagement. As social media’s role in political communication grows, further research is vital to understand its impact on voter behaviour and political participation.