SHAH ALAM - Parti Bersama Malaysia's (Bersama) public disclosure of candidates’ assets and backgrounds may reinforce its reformist image, but analysts say transparency alone is unlikely to deliver electoral success without strong campaigns and grassroots support.
International Islamic University Malaysia political analyst Associate Professor Dr Syaza Shukri said Bersama's "transparency-first" approach serves a dual purpose, although she believes the larger objective is symbolic political reform rather than simply securing votes.
"I think Bersama's 'transparency-first' strategy is both to attract votes and a symbolic reform effort. But I think the main agenda is more as a symbolic reform effort.
“The whole of Bersama's efforts have been about reform and 'new way' of doing things. But I also think it is an attempt to win young and progressive voters who are looking for competent leadership.
"I do not think transparency alone is enough to get the votes and I think Bersama knows that too. So it is not just a strategy but an overall new way of doing things.
“To get votes it requires more. Even with their smaller machinery, the strategy I think is to focus online," she told Sinar Daily.
Syaza also observed that Bersama’s decision to field ordinary citizens rather than political elites reflects a broader trend in Malaysian politics, where a growing segment of voters is increasingly attracted to relatable and populist leaders.
According to her, the narrative of ordinary people entering politics resonates strongly with many Malaysians who prefer representatives they perceive as being closer to the public rather than established party elites.
She noted that there is a clear demand for such figures, citing former minister Khairy Jamaluddin as an example.
“Although he is widely regarded as a prominent Umno ‘poster boy’, many people continue to view him as a man of the people through his public engagement, including podcasts, illustrating the appeal of leaders who project an accessible and relatable image,” she said.
Political analyst Dr Oh Ei Sun similarly believes Bersama's transparency-first strategy could have electoral appeal, particularly in Johor's urban constituencies.
He said many young urban voters, especially those who commute to Singapore for work, are generally more exposed to ideas of good governance, sound public policy and the importance of clean, credible candidates.
“As a result, Bersama's emphasis on transparency and public disclosure could resonate with this segment of voters and potentially influence their support.
"However, the strategy may be less effective in rural constituencies, where traditional political mobilisation remains crucial. Established party machinery, such as that used by Umno and Pas, continues to play an important role in getting voters to the polls.
“As a result, the effectiveness of Bersama's transparency-focused approach is likely to produce mixed results, depending on the constituency and the profile of its voters," he told Sinar Daily.
Both analysts suggested that while transparency may enhance Bersama's reform credentials and strengthen its appeal among younger, progressive and urban voters, electoral success will ultimately depend on broader factors, including campaign machinery, messaging, voter outreach and the party's ability to compete against more established political organisations.
Previously, Bersama took the unprecedented step of publicly disclosing the personal and financial backgrounds of all 15 of its Johor state election candidates, including their asset declarations, educational qualifications and career experience, to allow voters to assess their integrity.
During the candidate announcement, party leader Datuk Seri Rafizi Ramli said Bersama deliberately chose ordinary Malaysians over prominent political figures, arguing they would better represent the people's voices.
He also criticised mainstream political parties for focusing more on internal power struggles than on bread-and-butter issues.
Bersama selected its final 15 candidates from 73 applicants. Of those chosen, 67 per cent are aged 50 and below, while three are women.
Candidate nomination was held earlier today, with polling set for July 11.