The Malaysian Insight

NAJIB Razak’s “Malu Apa Bossku” campaign has a wide reach among Malays as they tend to forgive leaders who appear remorseful, said analysts.

They said the former prime minister is also highlighting issues affecting the people, to the point that he is drowning out the government’s attempt to crush his and the previous administration’s reputation over links to corruption and embezzlement.

“The Malay psyche is to forgive, easily forget, and to give a second chance to anyone who shows an intention to change,” said Dr Awang Azman Awang Pawi of Universiti Malaya’s Malay Studies Department.

He said Malays’ sentiment towards Najib today is the same shown to Dr Mahathir Mohamad in the run-up to last year’s general election.

“During his first tenure as prime minister, so many labels and perceptions were attached to Dr Mahathir. In fact, at one time, Malays were prejudiced against him and rejected him.

“But they came around to forget, forgive and give him another chance to become prime minister,” he told The Malaysian Insight.

He said several scandals during Dr Mahathir’s first tenure had not only been forgiven, but forgotten, too, citing the Port Klang Free Trade Zone scandal and millions lost through the Perwaja Steel failure.

“In fact, it was not just Malays. All of Malaysia kept quiet (then).”

Political lecturer Badrul A. Rahman of Universiti Teknologi Mara, meanwhile, said Malays are getting tired of the government’s penchant for dragging Najib’s name through the mud rather than addressing the people’s woes.

“They are less bothered about issues of democracy and transparency. For them, their daily issues are more important.

“They are bored of seeing Najib being dragged to court over and over, with the government not appearing to be interested in addressing the people’s needs,” Badrul said, referring to the 42 criminal charges Najib faces in relation to the 1Malaysia Development Bhd scandal.

Since the beginning of the year, Najib has begun holding programmes with the people, appearing in coffee shops, shopping malls and supermarkets, often wearing T-shirts bearing the “Malu Apa Bossku” slogan. 

He has also taken to social media to question the Pakatan Harapan federal government. 

His entire campaign also appears to be based on his personality, and is not Umno- or Barisan Nasional-centred.

“He wants to use his personality as his strength,” said Awang Azman, adding that it is reminiscent of the “I Love PM” campaign when Najib was prime minister.

However, political and legal analyst Dr Abdul Halim Sidek said there is a difference between the “I Love PM” and “Malu Apa Bossku” campaigns.

“The ‘Malu Apa Bossku’ slogan was created by the people, not by Najib. The people accepted the slogan as they feel it is relevant.

“The ‘I Love PM’ campaign, meanwhile, was to force people to love Najib. Obviously, not many accepted that campaign or slogan.

“This is the most significant difference between (Najib) pre-GE14 and post-GE14.”

He added that Najib appears to be reaching out to a select group of people to understand what they are concerned about in an effort to be part of the solution for them.

This was something he regularly failed to do as prime minister, said Halim.

“Now, he is on the ground, meeting the people. He is opening up to them, and they are reacting to him directly, without middlemen. They tell him their problems and what they want.”

Awang Azman said Najib’s rebranding campaign, interestingly, does not involve his wife, Rosmah Mansor, at all.

“He has realised that the political perception surrounding Rosmah is a liability for his political career,” said the head of UM’s Centre for Democracy and Elections.

Halim echoed Awang Azman’s sentiment, saying Rosmah’s absence is good for Najib’s image.

“His image was previously tarnished by stories about her involvement and influence. She was labelled the ‘black sheep’ by the opposition then.”

Rosmah is also facing a litany of charges for corruption, money laundering and tax avoidance. – February 24, 2019.