Personal attacks and political mudslinging are expected to remain prominent features of the upcoming Johor state election campaign, with analysts arguing that such tactics continue to deliver political advantages despite public calls for more substantive debate.
While voters increasingly want parties to focus on issues such as corruption, youth employment and the rising cost of living, analysts say negative campaigning remains an effective tool that political parties are unlikely to abandon.
Negative campaigning remains effective
Global Asia Consulting analyst Ahmad Zaharuddin Sani Ahmad Sabri said parties continue to rely on personal attacks because they attract attention quickly and generate wider public engagement than policy discussions.
He noted that voters are seeking solutions to pressing socio-economic challenges, yet political campaigns often prioritise controversy over policy.
“These are policy issues begging for solutions. Yet, in practice, parties weaponise scandals because it is cheaper, faster, and more viral. A TikTok clip mocking a rival’s misstep can reach millions overnight, while a detailed manifesto on fiscal reform barely trends,” he told FMT.
Universiti Sains Malaysia analyst Azmil Tayeb said personal attacks would likely continue regardless of calls from political leaders for a more civil campaign.
“They have been demonising each other for a long time, and to think civility will suddenly appear is wishful thinking,” he said.
Calls for a cleaner campaign
The analysts were responding to remarks by Perikatan Nasional chairman Ahmad Samsuri Mokhtar, who recently urged all coalition component parties to conduct a clean campaign in Johor and avoid provocation, hate-based politics and divisive rhetoric.
Samsuri said the election should serve as a platform for parties to present solutions to issues affecting voters, including the cost of living, unemployment and administrative integrity.
The Johor state assembly was dissolved on June 1, paving the way for a state election to be held within 60 days.
Economic issues expected to dominate
Akademi Nusantara analyst Azmi Hassan said parties would find it difficult to avoid discussions on economic and bread-and-butter issues given Johor’s growing importance as an investment destination and a key trade gateway with Singapore.
He said economic growth, infrastructure development and local concerns such as congestion at the Causeway were likely to feature prominently during the campaign.
“I think it’s good that Johor is the first state election before the general election, because it could pave the way on how campaigns should be conducted,” Azmi said.
Azmil also predicted that the rising cost of living would emerge as a central campaign issue, with Barisan Nasional expected to highlight the state government’s record in addressing economic pressures.
He added that parties would likely emphasise Johor’s unique political landscape, distancing state-level issues from broader national politics.
“Parties will say that Johor politics is unique and not comparable to other states, particularly in how they take care of their people,” he said, noting similarities with campaign narratives seen during the Sabah election last November.
