Analysis: Some Strategies
of Fear as Seen from the Local Media
This study recognizes that the election
campaign advertisement portrayed the “us versus them” ideology. “Us” are
portrayed as ‘good/saint’, ‘patriotism’ and ‘supporter’ in issues verses the
‘bad/evil’, ‘propaganda’ and ‘protester’ of “them”. Rhetoric of fear or ad
baculum tactics was used to bring out that contrast. Emotional words
presented together with visual effects were the most commonly employed tactics.
Visual effects used include pictures and caricatures. Other ad baculum tactics
included rhetoric of number, packaging of images and rhetoric of colours.
Despite some types of rhetoric not present within
the scope of channels of this paper, combining any of two or more type of
rhetoric tactics often found. Combining two issues in one advertisement and
presenting it with two rhetoric tactics was very commonly practiced. Findings
below were presented according to issues.
Issue No.1: “Peace” verses “Chaos”
Figure 1: Advertisement 1 to 3
In Advertisement 1 (refer Table 1 in Appendix II),
the word “Peace” << 和平 >> is displayed as implicating “vote for peace”. Present also is a
BN’s logo, urging to vote for BN. The presence of the word and the logo bring
out the image of “good/saint” to BN. This is further reinforced by visual
effect through a picture of a baby at the mother tender hand just below the
word “Peace”. Advertisement 2 is of same style of Advertisement 1 but the
“good/saint” image it tried to bring out is “Unity” << 團結 >>. A picture of three friends of
different races created the visual effect of unity between various races. In
both advertisements, a slogan stating “Past. Now. Future” << 過去. 現在. 將來 >> was found just below both words mentioned.
This is seen as a “reminder” to the voters that BN has brings peace and unity
in the past and present and only BN is capable to continue bringing it in the
future.
The two advertisements’ effects as in
Advertisement 1 (Peace) and Advertisement 2 (Unity) were further strengthening
strongly by advertisements as in Advertisement 3. Advertisement 3 showing two
contrasting picture on peace issue. On the left side was a scary war wrecked
scenario contrast to the picture of Malaysia’s
famous Twin Tower in a calm environment on the
right. Below the war wrecked picture was stated “act of terrorism and
fanaticism rampant” << 恐怖主义和极端主义横行 >> while below the Twin
Tower picture, wrote,
“Enjoy peace and stability” << 享有和平与稳定 >>. The word “or” << 或 >> is used to contrast the two pictures. A
slogan “Please vote BN to strengthen the Chinese’s strength in
Government” << 请投国阵一票加强华族在朝力量 >> is
stated. Thus,
this advertisement is portraying “bad/evil” image to fanatic group at the same
time contrasting BN as the “saint savior” to the Chinese over terrorist and
fanaticism threats. Below the ‘vote for BN’ logo stated the phrase “to
ensure your future” << 保障您的将来 >>, thus,
further emphasizing BN’s image as a “saint savior”.
Figure 2: Advertisement 7 and 8
Advertisements that are more
directly contrast against PAS are seen in Advertisement 7 & 8.
Advertisement 7 shows many demonstrators with one of them clearly showing off a
picture of Osama bin Laden who was accused as the mastermind of ‘September 911’
terrorist attack in the United
States of America. The description below the
picture portrayed the demonstrator as PAS supporters, which stated, “PAS make
used DAP to segregate the Chinese votes” << 回教党利用行动党分散华裔选票 >>. This advertisement link PAS with chaotic
and fanatic behavior thus, playing into the voters’ fear that if PAS win, chaos
is imminent. The headline for this advertisement is, “Use your voting right
wisely. Do not let others to determine your future” << 善用手中选票：别让他人决定您的将来 >>
while the ‘vote for BN’ logo with the phrase “to ensure your future” (just like
in Advertisement 3) was positioned at the bottom to emphasize the need for BN
to prevent chaotic events happening.
Issue No.2: “Freedom” verses “Restrictions”
There are 11 revealing visual rhetoric advertisements found published
in the major Chinese newspapers on freedom verses restriction issue.
Advertisement 9 to 16 showed eight of those advertisements, presented in the
same style to highlight several of restrictions if the oppositions formed the
government. Each of the advertisements has four characteristics: the word
“Ban?” strip across the center of the picture shown in the advertisements, a
header phrase at center top, description below the picture and a ‘vote for BN’
logo at the bottom. The word “Ban” << 禁止 >> is relatively big in size while below the ‘vote for BN’ logo
is a slogan stating, “to ensure your future.”
Figure 3: Advertisement 9 to 11
Advertisement 9 shows picture of a female artist singing with the
header phrase stated, “Concert” << 演唱会 >>. The singer did not dress
scantily. The description below the picture states, “Once the oppositions
become the government, concert would be prohibited” << 一旦反对党阵线执政, 演唱会将被禁止>>. It
scares voters to vote for BN to ensure that in future, concert will still be
allowed. It is a sister version of El Salvador guerrilla’s slogan
stating, “Vote in the morning; die in the afternoon” mentioned as example
earlier.
Advertisement 10 shows two pairs of properly dressed guys and girls
dancing with the header phrase stated, “Dancing” << 跳舞 >>. The description below states, “Once the oppositions become
the government, the dancing among opposite sexes would not be allowed” <<一旦反对党阵线执政, 男女共舞将不被允许 >> Advertisement 11 shows five guys and two girls wearing a full set of
swimming attires, including swimming trunk (men), swimming suit (lady) with
head cap and goggles. The header of this advertisement stated, “Swimming
costume” << 泳装 >> while the
description below, said, “Once the oppositions become the government, the
females would not be allowed to wear swimming costume” << 一旦反对党阵线执政, 女性将不被允许穿泳装 >>.
Figure 4: Advertisement 18 and 20
Played on the issues of religion
freedom, Advertisement 18 contrasted two statues of Buddha, one being destroyed
and the other are in well condition and receiving prayer from a devotee. The
picture of the destroyed statue was tag with “Afghanistan – the statue of Buddha
was destroyed by Talibans” << 阿富汗：佛像被塔利班炸毁
>>. While the other picture was tag with “Malaysia – BN promises the freedom
of religion practice” <<马来西亚：国阵保障宗教自由 >>.
Directly against PAS, BN’s advertisement as in Advertisement 20 urged voters
not to vote for PAS with the headline stating “The fact has proved that PAS did
not respect the Chinese cultural tradition” << 事实证明: 回教党不尊重华人文化传统
>>.
Issue No.3:“Development” verse “Backwardness”
Figure 5: Advertisement 24 and 25
Various advertisements asked voters to remember Malaysia’s achievement in 47 years of BN ruling,
good relationship with China,
development of Chinese education including establishment of University Tunku
Abdul Rahman (UTAR) as MCA’s effort and Abdullah Ahmad Badawi as the best
leader to fight corruption in Malaysia.
Examples included 4 continuous pages of advertisement of Malaysia achievement milestone year
by year as in Advertisement 23, three advertisements portraying Abdullah Ahmad
Badawi as the modern Justice Pau (Advertisement 24) and successful effort of
MCA to improve Chinese community (Advertisement 25). Advertisement 26 urged
that mother tongue education should not become political issues talk but must
be solved properly soonest possible.
Issue No.4: Transference
Figure 6: Advertisement 27 and 32
Transference issues seem to target DAP by
BN. In the BN advertisements, DAP was associated with PAS in order to
‘transfer’ the fear of Islamic state establishment to the DAP. In this case,
DAP was portrayed as supporting PAS’ vision to set up an Islamic state and
helping them to win the election by weakening BN political forces. Thus, following
slogan is used so frequently in many of the BN advertisement: “If you vote for
DAP, you will weaken the force of BN in opposing the PAS. Giving support to DAP
means giving support to PAS.” That slogan even appeared as a stand-alone plain
advertisement like in Advertisement 27 and 32.
The data collected seem to give us an idea that
“might is right” as the appeal to fear was used up to the maximum by the
members of the ruling party Barisan Nasional (National Front), especially
Malaysian Chinese Association (MCA) through its controlled media. The
opposition parties cannot match Barisan Nasional in term of campaign fund and
most important, access to media. This is clear as during the 11th
Malaysian General Election, Barisan Nasional contested in every Parliament and
State seat but the opposition only contest in very few selected seats for both
Parliament and State level. As a result, the Barisan Nasional coalition won 199 Parliament seats (90.87%)
and 453 State seats (89.70%).
Barisan Nasional formed the
ruling government at national level and for all state except Kelantan state
where PAS won marginally. Barisan Nasional continues their 47 years grip on the
Malaysian politic since independent, leaving the voters a “convenient” attitude
toward political preference. Not only voters, especially the Chinese preferred
to maintain the current “comfort zone”, both the voters and the oppositions
already have pictured in a landslide victory for the Barisan Nasional, thus
challenging the Barisan Nasional is merely for the sake of opposing only. That
is the psychology reason on why the oppositions are never viewed as a capable
ruling party not only by the voters but also by themselves. These reasons hand
Barisan Nasional an almost sure win while this situation results in
strengthening the Barisan Nasional control on media access and the psychology
reason mentioned. That is a two ways causal relationship cycle that will
continue to strengthen each other over time in Barisan Nasional favor. So, in
conclusion, as a hyperbole, Barisan Nasional is expected to maintain their
dominance in politic arena until the end of the world if that cycle didn’t
break off. It might take a paradigm shift to break it and would be a mammoth
task for anyone. However that it should start off with educating the voters to
assess political issues rationally, not based on emotion especially fear.
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