What drove conservative voters to Perikatan Nasional in GE15?

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Conservative Voters Gravitated Towards Perikatan Nasional in GE15 Due to Anti-BN Sentiment and Targeted Messaging

Perikatan Nasional's strong performance in the 15th general election (GE15) was significantly driven by its success in mobilising conservative voters who were disillusioned with Barisan Nasional (BN). This surge in support for PN was fuelled by widespread anti-corruption sentiments directed at BN and dissatisfaction with the leadership of Datuk Seri Ahmad Zahid Hamidi, which created an opening for PN's narrative to resonate with a substantial segment of the electorate. The coalition adeptly leveraged these factors, alongside a sophisticated digital campaign, to capture conservative and Malay votes, particularly in the northern and eastern states of Peninsular Malaysia.
Rejection of Barisan Nasional's Perceived Corruption and Leadership

A primary impetus for conservative voters shifting towards Perikatan Nasional was a palpable rejection of the corruption associated with the Barisan Nasional government. Analysts noted that anti-corruption messages were a key component of both PN and Pakatan Harapan's campaigns. However, the anti-BN sentiment did not solely translate into votes for PH; it also led to a significant split, with a considerable portion of these votes directed towards PN. This indicated a desire among voters to move away from what they perceived as a corrupt establishment, with BN, and specifically Ahmad Zahid Hamidi's leadership, becoming a focal point of this dissatisfaction.
Effective Digital Campaigning and Social Media Penetration

Perikatan Nasional implemented a coordinated campaign that effectively disseminated information, particularly through social media platforms, which resonated strongly with Malay and young voters. The coalition heavily invested in digital marketing, with a particular emphasis on TikTok. This strategy involved utilising celebrities and Islamic preachers on the platform to appeal to religious voters, contributing to notable electoral successes, such as the defeat of PKR's Nurul Izzah Anwar in Permatang Pauh. This focus on TikTok allowed PN to dominate a significant portion of the youth demographic's online engagement, contrasting with PH's strength on Twitter and BN's continued reliance on Facebook.
Resonance of Ethnoreligious Sentiments and Targeted Messaging

Ethnoreligious sentiments played a crucial role in PN's appeal to its target audience, especially in the northern and eastern regions of the peninsula, with influence extending into Pahang and Perak. Claims made by PAS president Tan Sri Abdul Hadi Awang and PN chairman Tan Sri Muhyiddin Yassin, suggesting that Pakatan Harapan was colluding with Jewish and Christian entities, were particularly influential among conservative voters. This messaging tapped into existing concerns and perceptions, further solidifying PN's base among those receptive to such ethnoreligious appeals.
Perceived Stagnation of Barisan Nasional

Analysts also pointed to the perception of Barisan Nasional as a party rooted in older sentiments, contrasting with the perceived dynamism of PN and PH. Ahmad Zahid Hamidi's handling of candidate selections and the last-minute dropping of senior leaders within BN reportedly caused internal unhappiness and external dissatisfaction. This contributed to a perception that BN was out of touch and unable to rejuvenate, pushing voters, particularly Malay voters, to seek alternatives beyond what they termed 'Zahid's party'. The significant drop in BN's seat count from 79 in 2018 to 30 in GE15 underscores this shift, with PN emerging as the second-largest coalition with 73 seats.

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What drove conservative voters to Perikatan Nasional in GE15?

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