Visual Representation of Malaysian Candidates in General Election in Selected Coalition Parties: A Visual Survey on Social Media

Abstract

The 15th General Election was held on November 19, 2022. The warmth of the previous GE-15 (General Election 15) is still being talked about by many today. In the context of elections in Malaysia, the main factors that influence selected coalition parties based on communication strategy involving the manifesto agenda besides its effective visual strategy. The use of visuals is seen as a practical, easy, and fast medium of dissemination to influence audiences within the political party. This study aims to examine the meaning and ideology behind the visual representation of candidates involving Pakatan Harapan (PH), Barisan Nasional (BN), and Perikatan Nasional (PN). Visual Semiotics Theory by Kress and van Leuween (1996) was adapted to study visual characteristics and ideology. The results found PH, BN, and PN attach great importance to the implementation of the principle slogan and positive visual elements in the agenda of their party. As a result, PH emphasizes the principles of progress and integrity, BN emphasizes progress and well-being while PN is seen to emphasize the combination of the principles of PH and BN in their party, which are well-being, integrity, and progress. In this case, PN is seen as more critical and transparent based on a combination of slogan principles compared to PH and BN. Positive visual representations and interesting slogan principles are seen as effective alternatives for ideology dissemination to audiences throughout the election season.