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By Mihar Dias Copyright (C) August 2023
In the volatile world of politics, strategy is everything. It may make or break a campaign.
A recent analysis by the Independent pollster Ilham Centre sheds light on an intriguing dynamic within the context of the Kedah state election campaign.
As Pakatan Harapan (PH) took aim at caretaker Kedah Menteri Besar Datuk Seri Muhammad Sanusi Md Nor, the Independent pollster suggests that this approach may have inadvertently fueled his popularity, resulting in what they've appropriately termed as the "Sanusi Effect."
The essence of the "Sanusi Effect" lies in the surprising resilience of Sanusi's popularity amidst the barrage of attacks from the PH campaign.
The Ilham Centre's study highlights that the attacks failed to consider the nuances of Kedah's political landscape and the preferences of its voters.
Instead of resonating with the electorate, the attacks appear to have backfired, inadvertently solidifying Sanusi's image and support.
Ilham Centre contends that PH's approach should have centered around the issues that matter most to the Kedah electorate: water, cost of living, and employment opportunities for the youth.
These are the real factors that truly connect with the voters and influence their decisions. By shifting the focus onto issues that matter on a day-to-day basis, PH might have been better positioned to capture the voters' attention and support.
Sanusi's strategy, on the other hand, appears to have hinged on his ability to address local concerns directly. Offering grants and resolving long-standing land disputes have endeared him to the voters, casting him as a leader who not only cares but takes action and deliver results.
Moreover, his media team's creative manipulation of his speeches has further contributed to his image as a steadfast figure unafraid to challenge the federal government and current leadership.
The most intriguing aspect of the "Sanusi Effect" is its transcendence beyond the borders of Kedah. Ilham Centre's study suggests that this phenomenon has influenced voters across five other states. This stems from Sanusi's portrayal as a victim of circumstances, allowing Perikatan Nasional (PN) to capitalize on attacks against him.
The study's methodology adds to its credibility. Involving over 2,300 respondents with a blend of surveys and semi-structured interviews, the research meticulously explored the sentiments of various demographic segments. This comprehensive approach provides a robust understanding of the dynamics at play.
While the "Sanusi Effect" does present a unique case study in political strategy, it also serves as a reminder that understanding the electorate's pulse is crucial.
In today's fast-paced political environment, relying on stereotypes or failing to adapt to local nuances can prove detrimental. The story of Sanusi and PH's campaign serves as a valuable lesson for future political endeavours. It reinforces the importance of resonating with voters' concerns and crafting strategies that align with their expectations and aspirations.
As the political landscape continues to evolve, one thing remains clear: effective leadership and communication are essential for capturing the hearts and minds of the electorate. Sanusi has them all.
The election results demonstrate that the Sanusi Effect is for real. It does have an impact on the electorate, but PH's strategists have underestimated Sanusi and his influence on the people.
Anyway, eventually, the "Sanusi Effect" might fade away, but the lessons it imparts will undoubtedly resonate for years to come.
Meanwhile, this case study ought to be required reading for political scientists and all PH's strategists in the future.
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