A String of Phenomena

A Meta-ethnographic Synthesis of Qualitative Studies and Reviews of the Advertising Campaign of the 13th General Election in Malaysia

Authored by: Aida Mokhtar

Routledge Handbook of Political Advertising

Print publication date:  March  2017
Online publication date:  February  2017

Print ISBN: 9781138908307
eBook ISBN: 9781315694504
Adobe ISBN: 9781317439783


 Download Chapter



The 13th general election in 2013 (GE13) was the most recent general election in Malaysia. It was a display of stiff competition as the main opposition coalition at the time, Pakatan Rakyat (PR), was a strong competitor for Barisan Nasional (BN), the ruling coalition. BN learned its lesson from the 12th general election campaign in 2008 (GE12) and came up with a large scale campaign and active participation on social media in GE13. The former prime minister of Malaysia who led the GE12 campaign, Abdullah Badawi, mentioned it was “a serious misjudgment” when BN depended on government-controlled newspapers and television as the opposition attracted young voters with mobile phone text messages and blogs for the elections (“Malaysian leader admits ignoring Internet was a mistake,” 2008). PR performed better in the election compared to the ruling coalition in GE12, increasing their seats from 19 to 82 in a parliament of 222 members. That election denied BN a two-thirds majority in parliament.

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.