Koay, Hean Wei
(2023)
Political Marketing And Barisan Nasional During The 13Th General Election (2013) In Penang.
PhD thesis, Perpustakaan Hamzah Sendut.
Abstract
Nowadays, voters are viewed as becoming more mature in making decisions,
adversely leading to a political tsunami in Malaysia. This scenario is unpredictable and
poses challenges for political parties to gain majority support. As a result, exploring the
best political marketing methods for convincing voters is critical in Malaysia’s
governance and political landscape. Using the Lees-Marshment Model as an analytical
framework, this study focuses on the political marketing process and the model used by
Barisan Nasional (BN) during the 13th General Election (GE13) in Penang. In-depth
interviews with 18 informants from three BN political parties: UMNO, MCA, and
Gerakan were conducted using semi-structured questions. Data from interviews were
recorded andanalysed using Content Analysis. Surprisingly, the study’s main findings
showed that the Lees-Marshment Model was not reflecting the political marketing trends
employed by BN during GE13 in Penang. Based on the feedback received, this study
introduces Chief-Oriented Product, a political marketing method primarily focused on
the Chief or Party Leader. To sum up, the personality and behaviour of Party Leaders
play a significant role in convincing voters in decision-making.
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