New voters and the silent majority could play a decisive role in the upcoming Johor and Negeri Sembilan state elections, as traditional party loyalists become less dominant in Malaysia's changing political landscape.
Sabah Umno treasurer Salleh Said Keruak said political parties should avoid turning the campaign into a contest of personal attacks, warning that voters are increasingly looking for credible leadership, practical solutions and representatives who remain present after elections are over.
Speaking via Facebook on Wednesday, Salleh said parties must campaign with maturity and focus on issues that directly affect the people, including the economy, cost of living, job opportunities, governance and future prospects. He was quoted as saying, "Winning their confidence may well determine the outcome of the election."
The remarks come as political parties prepare for state elections in Johor (56 seats) and Negeri Sembilan (36 seats). The Election Commission is expected to meet to discuss arrangements for both polls.
Salleh, a former Sabah chief minister, noted that the number of hardcore supporters was gradually shrinking while the silent majority was becoming more important in determining election outcomes. "Healthy competition is part of democracy. However, political maturity requires parties to compete on ideas, performance and leadership while preserving mutual respect and working relationships," he said.
In Johor, Perikatan Nasional, Barisan Nasional and Pakatan Harapan are expected to mount strong campaigns across the state. In Negeri Sembilan, BN has indicated readiness to contest all seats, while PH has also said it is prepared to do the same.
Salleh warned that many voters were no longer influenced purely by party loyalty, but by whether candidates and parties could offer realistic policies, effective service and responsible leadership. He also cautioned campaign teams to be careful with their statements, especially in the age of social media, where a single remark can spread quickly and create tensions beyond the election period.
Sources: Salleh Said Keruak Facebook post, Free Malaysia Today, Bernama
