MELAKA – As the 16th Melaka state election campaign got underway, BN sought to portray its opponents as desperate and reliant on propaganda and inducements, while PH focused on the Madani government’s contributions and its candidates’ commitments to public concerns.
The contrast offered an interesting glimpse into how both coalitions intended to win over voters ahead of polling on Nov 14.
For BN, the opposition parties had little ammunition beyond political attacks, allegations and attempts to influence public perception.
Johor BN chairman Datuk Onn Hafiz Ghazi was among the first prominent leaders to deliver that message on Saturday, arguing that Melaka residents were not easily influenced by political propaganda or psychological warfare.
Speaking after accompanying the BN Merlimau campaign machinery for incumbent state assemblyman Datuk Dr Muhammad Akmal Saleh, Onn Hafiz dismissed the opposition’s efforts as a waste of time, energy and money.
“The people of Melaka reject the propaganda brought by the opposition. They cannot be bought through psychological warfare or sweeteners.
“That is why I said the psychological warfare efforts and all the propaganda carried out by the opposition are actually a waste of time because the majority of Melaka residents want to retain the existing state government,” he said.
With BN contesting 23 of the 28 state seats, comprising 18 for Umno, four for MCA and one for MIC, retaining its position in the state was clearly a major priority.
But, if opposition criticisms were genuinely ineffective, why was so much attention is being given to dismissing them?
Political allegations, particularly those involving corruption, integrity and public accountability, cannot simply be brushed aside by describing them as propaganda.
Voters are entitled to explanations, especially when the allegations concern matters affecting public trust.
BN chairman Datuk Seri Ahmad Zahid Hamidi appeared to anticipate that the issue of ‘sakau’, referring to misappropriation or corruption, would become one of the opposition’s main campaign weapons.
However, to counter this 'propaganda', BN and its coalition partners pivot away from aggressive counter-campaigns by relying on public information literacy.
Perikatan Nasional (PN) chairman emphasised that modern voters possess the information literacy required to independently fact-check and look back at historical speeches to debunk repetitive political narratives.
“If you look at their propaganda, they believe that people will eventually believe something if it is repeated over and over again. I believe the people are now more informed.
"Today, information is at everyone's fingertips and everyone can watch for themselves speeches from five years ago that were recorded live.
“So, there is no basis for the allegations they are making. On the contrary, past records show that they were the ones who actually caused the problems," he said.
On the other side of the political divide, PH appeared to have adopted a more restrained approach, emphasising governance, public welfare and its record of service rather than engaging in personal attacks.
PH secretary-general Datuk Seri Saifuddin Nasution Ismail made the coalition’s position clear, saying its campaign had drawn a firm line against politics driven by hatred, division, slander and racial sentiments.
“The election should be a contest of ideas, governance policies and public service records, rather than a competition over who could produce the most damaging allegations against political opponents,” he said.
Among the issues raised were macroeconomic stability, subsidised basic fuel prices and the government’s efforts to redirect savings from subsidy rationalisation towards grassroots welfare programmes and public infrastructure.
DAP secretary-general Anthony Loke also highlighted the importance of communicating the Federal Government’s economic achievements and explaining how its policies had benefited ordinary Malaysians.
But national achievements alone may not be enough to convince Melaka voters.
They will want to know what these policies mean for their households, businesses, communities and local infrastructure. More importantly, they will want to see how their elected representatives intend to address problems that have remained unresolved.
This is where PH’s individual candidates have an important role to play.
In Merlimau, Amanah’s Rahayu Hamzah, who is contesting against Dr Akmal, has placed education, women’s development and local infrastructure improvements at the forefront of her campaign.
Rather than relying solely on national political narratives, she has emphasised expanding opportunities for young people, improving access to education and addressing outstanding maintenance and infrastructure problems.
“Education is the most important. As for all the work and maintenance that we can complete, we cannot just talk or promise the moon and the stars.
“Whatever we can do, we will try to resolve matters that are still pending,” she said.
Her approach reflects an understanding that political promises mean little if they cannot be translated into practical solutions.
Rahayu, who is also Melaka Amanah Women’s chief, expressed confidence that her longstanding involvement in the Merlimau community, particularly among mothers and women, would help residents understand her contributions.
Elsewhere, PH candidates have adopted similarly localised approaches.
Mohd Yunazri Mustamiri, contesting in Tanjung Bidara, has focused on fairer infrastructure development and resource distribution for coastal communities, while Allex Seah Shoo Chin in Kesidang has emphasised economic resilience for small and medium-sized enterprises (SMEs), particularly amid inflationary pressures.
These approaches show how PH is attempting to connect its broader Madani government narrative with the specific concerns of individual constituencies.
BN and PH have every right to defend their records and challenge their opponents. That is what political competition is about.
But calling every criticism propaganda does not make difficult questions disappear. Equally, listing government achievements does not automatically convince voters that their lives have improved.
For the next 14 days, both coalitions will have plenty of opportunities to make their case. BN must show why its record deserves another mandate, while PH must demonstrate that the Madani government’s promises can translate into tangible improvements for Melaka.
Ultimately, voters are not choosing between competing propaganda machines or press statements. They are choosing the people they believe can govern their state and deliver for their communities.
That is a far more important contest than who has the better campaign rhetoric.