KUCHING: It's really psywar, communication experts said of the fight for influence in cyber space between Barisan Nasional and the opposition in the Sarawak election.
At their most effective, messages from both sides are suggestive rather than direct or open, with much thought given to entertainment value to lure Internet users.
Innuendos are used to make claims that would otherwise immediately sound ridiculous or even outrageous.
DAP, attempting to penetrate Bumiputera constituencies, have videos that suggest it is the champion of rural folk.
One video shows people prancing joyously around DAP members helping to build a house and a rope bridge.
Another video depicts an obviously staged scene of rural schoolchildren studying with the aid of kerosene lamps to suggest "failure" of the government to provide basic amenities.
There is, of course, no mention that the Barisan Nasional government is spending almost RM1.3 billion to ensure at least 96 per cent of Sarawak enjoy electricity supply by the end of this year.
The videos are uploaded on multiple social media platforms such as Facebook, Twitter, Instagram and YouTube.
BN is countering the opposition propaganda with facts and figures.
But, as the communication experts noted, all the facts on the multi-billion ringgit effort of the Federal and state governments to develop Sarawak won't make an impact unless they are presented in such a way as to attract and hold the attention of Internet surfers.
"So much depends on presentation, and the opposition cyber troopers have shown themselves adroit at it," said a lecturer from Universiti Teknologi Mara Centre for Media and Information Warfare Studies.
"But I notice that BN has come to realise this. It has produced videos, some of which are pretty good. I believe they are making an impact," said the lecturer who did not want to be identified.
One BN video, targetting urban voters, shows a group of schoolchildren getting into a bus. The conductor is Senator Datuk Dr Sim Kui Hian, and the driver is Chief Minister Tan Sri Adenan Satem.
Adenan turns around and asks: "Sim, are we ready to go now?" The candidate for Batu Kawah replies: "Yes, let's go!"
Another video, using an original rap song, depicts progress and harmony under BN.
Research has shown that the main users of the Internet are between 21 and 49 years old.
According to the Election Commission, out of the 1.1 million registered voters for this election, 11.5 per cent are aged between 21 and 29, 20.8 per cent between 30 and 39, and 23.6 per cent between 40 and 49.
In Sarawak, the Internet users are mostly in Kuching, Sibu and Miri, and they very much prefer local content, said Universiti Teknologi Mara lecturer in Communication and Media Studies Shahnon Mohamed Salleh.
Political analyst Dr Baharuddin Aziz said the social media is one of the most powerful platforms for information and propaganda, and many of its users are not ethical and tend to mislead their audiences.
So, who is winning the cyber war?
Most of the communication experts do not pay too much attention to the "likes" registered because they say these can be "manufactured". Also, there is no way of knowing how many of the followers are Sarawakians.
The experts observe that the war in cyber space is chiefly for urban constituencies, 12 of which were won by DAP in 2011, and one each by PKR and BN.
So, it may be seen as BN not missing out on any avenue to draw support away from the opposition in the urban areas, and DAP's action to counter it. --BERNAMA