Menambat Semula Hati dan Minda Pengundi: Pemasaran Politik dalam Pilihan Raya Umum Malaysia
Abstract
Ketahanan dan kekuatan Barisan Nasional (BN) dilihat semakin tidak kukuh sejak pilihan raya umum (PRU) pada tahun 2008. Penerimaan rakyat terhadap perkembangan politik melalui media sosial mewujudkan peluang kepada parti-parti politik yang lain dalam memancing undi rakyat. Situasi ini dapat dilihat sebagai alat pemasaran politik yang menitikberatkan penggunaan media baharu dalam pilihan raya umum di Malaysia. Sejak tahun 1969, BN tidak pernah kalah dalam pilihan raya umum di kawasan parlimen. Namun, tsunami politik telah berlaku dalam Pilihan Raya Umum ke-12 (PRU12) apabila BN memenangi 140 kerusi di Dewan Rakyat daripada 222 kerusi, manakala parti pembangkang seperti Pakatan Rakyat (PR) memenangi 82 kerusi. Ini merupakan kali pertama dalam sejarah Malaysia yang menunjukkan BN memenangi pilihan raya umum dengan jumlah undi yang sangat sedikit. Malah, corak pengundian semakin ketara semasa PRU13 apabila pengundi menunjukkan sokongan yang lebih kuat kepada parti pembangkang (selain BN). Dengan itu, artikel ini mengupas peranan pemasaran politik dan kepentingannya kepada BN semasa PRU. Secara khususnya, terdapat beberapa konsep pemasaran politik yang mampu mempengaruhi minat dan kecenderungan pengundi dalam menyokong sesuatu parti politik. Antaranya ialah hubungan langsung dengan pengundi, hubungan tidak langsung dengan pengundi, kedudukan parti dominan, pemimpin parti, penggiliran sempadan, ketaksamarataan sempadan, penandaan semula sempadan dan sistem majoriti mudah (FPTP). Pemahaman tentang kepentingan konsep ini sebagai alat pemasaran politik mampu membuka mata dan minda pemimpin parti politik sedia ada dalam mengenal pasti kaedah yang paling sesuai untuk kekal relevan dalam pilihan raya umum yang akan datang.
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