OCTOBER 29 — All of us are mostly aware that politics used to have a predictable setting. Politicians spoke at rallies, debated in Parliament and appeared on television news. Malaysians listened, read the newspapers, occasionally, argued about what they had heard over teh tarik sessions with friends
Today, politics has found a new stage; our smartphones. It has been a mediator not only for digesting information but also reshaping how ordinary people interact with those with power. Surprisingly, nowadays it is increasingly common to discover politicians speaking casually into the camera, responding to trending issues, cracking jokes or sharing snippets of their daily lives through platforms such as Tiktok, Instagram, Facebook or YouTube.
Welcome to the age of politainment, where politics meets entertainment.
Politainment is not necessarily about turning politicians into celebrities. Rather, it describes how political information is increasingly packaged using the techniques of entertainment: personality, humour, storytelling, emotion and easily shareable content.
Malaysia offers several interesting examples.
One of the current popular MPs was among the Malaysian politicians who recognised TikTok’s potential relatively early. During the 15th General Election, his account featured political speeches, campaign messages and videos designed for younger social-media audiences.
His approach demonstrates how a politician can communicate serious political messages using the language and format of a platform traditionally associated with entertainment. Instead of expecting young people to come to politics, politics goes to where young people already are.
A second example is one of the Chief Ministers of a Malaysian state whose social-media presence has become sufficiently distinctive to attract academic attention. A Malaysian study examining his TikTok content specifically describes it through the concept of politainment, analysing how political meaning is created through performance and audience interaction.
Taking him as an example, the importance of personality in contemporary political communication becomes difficult to ignore. Political messages are no longer communicated solely through manifestos and formal speeches. Humour, speaking style, spontaneity and personal image can become part of a politician’s public brand.
A third example comes from a different medium.
Two former ministers who conversed and discussed through a special podcast have demonstrated how lengthy political discussions can also adopt elements of entertainment.
The programme discusses politics, policies and current affairs in a conversational and accessible manner. Instead of the rigid atmosphere associated with a formal political interview, listeners encounter discussion, disagreement, humour and personal observations.
The podcast demonstrates how serious political issues can be presented through a conversational format that combines analysis, personal observations and humour.
These examples show that politainment is not one particular style. It can be a 30-second TikTok video, a politician cultivating an engaging online personality or a two-hour podcast discussing national issues.
There are several advantages.
Politainment can make politics accessible to people who might never watch Parliament or read lengthy policy documents. Complex issues such as the cost of living, education, employment and public transport can potentially reach larger audiences when communicated creatively.
But there is also a danger.
Social media rewards attention. Algorithms favour content that makes people watch, react, comment and share. A witty remark or confrontation can therefore travel further than a careful explanation of economic policy.
This raises an important question: Are Malaysians becoming more politically informed, or simply more politically entertained?
The distinction matters.
A politician can accumulate millions of views, likes and followers, but digital popularity alone does not tell citizens whether a policy works or whether a government decision produces the promised results.
This is where media literacy becomes crucial.
Malaysians should be able to enjoy political content while remaining critical of it. Who produced the video? What information has been omitted? Is it evidence, opinion, satire or political promotion?
Politics does not have to be boring to be meaningful. Humour, personality and storytelling can help citizens engage with important national issues.
So let’s watch the TikTok videos, listen to the podcasts and enjoy the memes.
But never neglect the policy, do check the facts and examine the records as in the age of politainment, going viral may win attention.
Ultimately. governing a country, however, requires considerably more than entertaining an audience.
* This is the personal opinion of the writer or publication and does not necessarily represent the views of Malay Mail.
