Why do parties prioritise fear over policy in campaigns?

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Parties Prioritise Fear Over Policy Due to its Effectiveness and Low Cost

Malaysian political parties frequently leverage race and religion, employing fear-based rhetoric over substantive policy proposals during campaigns because this strategy is politically potent, requires minimal effort, and taps into genuine voter anxieties. This approach allows politicians to bypass the complexities of policy development and accountability, instead offering a sense of security and belonging, particularly during times of economic uncertainty, thereby shaping voter perceptions of complex issues.
Identity Politics Offers a Low-Cost Campaign Strategy

The reliance on identity politics is attractive to political actors because it is an inexpensive method that bypasses the need for detailed policy proposals, measurable targets, or explanations for unfulfilled promises. Instead of presenting comprehensive plans for governance, politicians can focus on emotionally resonant themes of protecting dignity, preserving political power, or preventing perceived communal domination. This strategy allows for the creation of broad appeals that require less concrete articulation of solutions for issues such as wages, housing, education, healthcare, or attracting investment.
Fear and Identity Provide a Sense of Security and Belonging

Fear is a powerful political tool, and appeals to group identity can offer voters a sense of belonging and security, especially when facing economic uncertainty or broader societal anxieties. Repeated narratives suggesting communal loss or threat can significantly influence how individuals interpret and react to complex societal problems. For instance, Malay voters might harbour genuine concerns about economic mobility and cultural recognition, while Chinese voters may worry about equal citizenship and institutional fairness. These legitimate concerns, when weaponised by politicians, become potent drivers of electoral behaviour.
Political Narratives Shape Perceptions and Avoid Accountability

The recurring narrative in Malaysian elections is that each contest represents a final opportunity to defend one's race, religion, or culture, or to prevent political subjugation by another group. This cyclical presentation of a "permanent communal emergency" allows political parties to evade discussions on more challenging governance issues, such as developing effective public transport, ensuring accountable government, or improving rural community development. By focusing on identity and fear, politicians can create outrage and dominate news cycles, often without facing accountability for their rhetoric or for their failure to address substantive policy challenges.

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Why do parties prioritise fear over policy in campaigns?

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