Melaka polls: Old ways meet new on campaign trail

MELAKA: From the familiar sight of party flags and banners to the growing use of social media, candidates contesting the Melaka election are exploring different ways to reach voters as the campaign entered its second day yesterday.

Several of the 79 candidates vying for the 28 seats wasted little time after nominations closed on Saturday, taking their campaigns to the ground and social media to canvass support from the 687,697 eligible voters.

Some favoured traditional campaigning, meeting voters face-to-face through walkabouts at busy locations such as morning markets and restaurants, as well as taking part in community activities, including gotong-royong programmes.

Others turned to digital platforms to promote their campaigns, share their activities and reach voters beyond their constituencies. Some, meanwhile, are combining both approaches by organising smaller ceramah sessions and livestreaming them to reach a wider audience.

Many candidates in the race have also established a presence on social media, with some already familiar to users.

Among the more prominent names is Barisan Nasional candidate Datuk Mohd Noor Helmy Abdul Halem, popularly known as "YB Duyong", who is defending Duyong in the Nov 14 polls.

Despite having over 1.5 million social media followers, Noor Helmy said online popularity was no guarantee of an easy victory, recalling how he secured the seat for the first time in the previous election by just 200 votes.

He said the number of "likes" on social media did not necessarily reflect voters' actual support when they made their choices on polling day.

"If being popular on social media meant every 'like' translated into a vote, that would be a different story.

"To me, social media 'likes' do not guarantee what will happen on the ground during polling. We leave it to the people to fulfil their responsibility," he was previously quoted as saying.

Noor Helmy said he had been balancing digital and conventional campaigning throughout his five-year term, rather than adopting the approach only during the 14-day campaign period.

He is facing Pakatan Harapan candidate Poo Long Suan in his bid to defend Duyong for a second term.

With voters below the age of 50 making up about 65 per cent of Melaka's electorate, digital platforms have become an important channel for candidates to engage with voters.

They offer a convenient way to disseminate campaign messages, reach voters beyond constituency boundaries, build public profiles and respond quickly to issues.

A similar blend of digital and conventional campaigning was evident in the recent Johor and Negri Sembilan polls, where candidates relied on social media to reach wider audiences while continuing to engage voters through walkabouts, house visits, ceramah and community activities.

The experience in both states also highlighted how digital platforms could complement, rather than replace, traditional campaigning, particularly when candidates sought to build personal connections and maintain their presence on the ground.

Nevertheless, a strong digital presence alone may not be enough. Face-to-face engagement remains relevant as such encounters offer a more personal connection that voters may not fully appreciate when following candidates' activities from a distance through social media.

Universiti Teknologi Mara Faculty of Communication and Media Studies senior lecturer Dr Siti Faidul Maisarah Abdullah said the overall campaign approach remained largely unchanged.

"Conventional campaigning methods are still being practised, including ceramah sessions organised by parties, the setting up of campaign centres and direct engagement with voters.

"The sight of party flags being put up also adds to the festive atmosphere, much like Hari Raya. House visits, meetings with members of the public and community activities continue as usual.

"Engaging directly with people and communities is still considered a practical and people-friendly approach. However, social media also serves as an additional platform to promote candidates and their respective parties."

The campaign is expected to intensify in the coming days, with several political parties preparing to unveil their manifestos. With candidates having until 11.59pm on Nov 13 to win voters' support, the countdown to polling day is prompting them to make the most of every available platform and opportunity to reach the electorate.