Sabah Polls: Slogans ‘Carve’ Party Identity Into Voters’ Minds

By Fadzli Ramli

KOTA KINABALU, Nov 19 (Bernama) -- Slogans are not merely beautifully crafted words for the 17th Sabah State Election, but instead act like a ‘chisel’ shaping the perceptions and narratives that political parties intend to imprint in the minds of voters.

Whether positioning themselves as legacy bearers, saviours or reformists; embedding narratives of self-belonging, rescue or restoration; slogans, though seemingly simple, are in reality meticulously woven to achieve these objectives.

The slogans ‘Rumah Kita. Kita Jaga’ (Our Home. We Protect It) by Gabungan Rakyat Sabah (GRS), ‘Harapan Urang Sabah’ (Hope of the Sabah People) by Pakatan Harapan (PH), ‘Bikin Balik Sabah’ (Rebuild Sabah) by Barisan Nasional (BN), ‘Selamatkan Sabah’ (Save Sabah) by Warisan, and ‘Kasi Bagus Sabah’ (Make Sabah Better) by Perikatan Nasional (PN) are among those resonating during this state election.

Universiti Malaysia Sabah (UMS) Faculty of Social Sciences and Humanities Deputy Dean, Associate Professor Dr Syahruddin Awang Ahmad, said political slogans in Sabah often reflect identity and struggles that emphasise local elements or the spirit of ‘Sabah for Sabahans’.

“This approach is a key strategy to secure strong support from indigenous and local communities by invoking patriotic sentiment for the state and reclaiming rights under the Malaysia Agreement 1963 (MA63),” he told Bernama.

The Election Commission (SPR) has set Nov 29 as polling day for election, with early voting on Nov 25.

A total of 73 Sabah state seats are being contested in this election, while the electoral roll updated as of Oct 5 recorded 1,784,843 voters, comprising 1,760,417 ordinary voters, 11,697 military personnel and spouses, and 12,729 police personnel and spouses.

Syahruddin said these slogans are also intended to present parties as true defenders of the state’s sovereignty and autonomy, enabling local parties such as GRS and Warisan to distinguish themselves from Peninsular-based parties in the eyes of voters.

He said slogans that use emotional appeals, such as ‘Rumah Kita. Kita Jaga’ or ‘Selamatkan Sabah’, are more effective in persuading local communities compared to rational appeals because they tap into deep sentiments of belonging.

“This approach is important in Sabah elections because political issues often revolve around local sentiments, past political instability, and failures in basic development such as water, roads and electricity,” he said.

From a political psychology perspective, Syahruddin explained that ownership-themed slogans such as GRS’ ‘Rumah Kita. Kita Jaga’ leverage collective identity psychology by framing Sabah as a personal space that must be defended by its own people.

“This narrative aims to foster solidarity among various ethnic groups to unite under one local umbrella in resisting excessive external interference and ensuring Sabah’s direction is determined by Sabahans themselves,” he said.

He said Warisan’s rescue narrative and BN’s restoration narrative both stem from perceptions of crisis but are crafted with different emphases to shape their respective narratives.

According to him, GRS’ slogan portrays the coalition as guardians of heritage responsible for maintaining stability, while Warisan clearly positions itself as a saviour stepping in to protect the state from external threats.

“The key impact of these slogans on Sabah voters is how they successfully centre this election’s discussion on local issues and autonomy, particularly MA63 demands and problems of basic public infrastructure,” he said.

However, he cautioned that emotionally charged slogans can be a ‘double-edged sword’ because failure to fulfil emotionally elevated promises could lead to deep voter dissatisfaction.

“Rational considerations must account for the capability of candidates and parties to deliver on promises and not rely solely on words,” he stressed, adding that rational appeals — emphasising stability and sustainable development plans — are important to balance the dominance of emotional narratives.

Syahruddin said that although rational appeals may be less effective in securing immediate emotional votes, they are crucial in the long term for building a more mature political culture.

Meanwhile, Universiti Malaysia Sabah (UMS) Borneo Electoral Studies and Geopolitics (GeoPES) researcher Dr Haryati Abdul Karim said the slogans used by contesting parties such as GRS, PH, BN, Warisan and PN have unique characteristics that reflect their respective political positions.

“Out of the five, two clearly project their identity as local parties emphasising Sabah’s autonomy,” she said, adding that this aligns with GRS and Warisan’s emphasis that local parties should have the autonomy to determine Sabah’s future direction.

She said BN’s slogan ‘Bikin Balik Sabah’ attempts to show that as a national party, it is attentive to Sabahans’ concerns and will prioritise resolving abandoned projects.

“In terms of voter outreach, the variety of slogans has influenced political positions, to the point that some voters are drawn to slogans like ‘Rumah Kita, Kita Jaga’,” she said.

Haryati said Sabah voters today are more exposed to persuasive campaign strategies using emotion-based narratives such as ‘Sabah for Sabahans’ compared to more rational narratives.

“This is because parties utilising emotional narratives have moved earlier than others, including national parties,” she said.

She added that rational slogans are in fact more important to convey to voters because emotional ones offer no substantive policy content and can even foster unhealthy parochial sentiments.

Haryati said the slogan ‘Rumah Kita, Kita Jaga’ may also cause voters to become more defensive towards any actions by the Federal Government and more cautious in federal–state cooperation.

“This slogan essentially diverts voters’ attention away from the real issues and aspirations of Sabahans, especially the younger generation who desire rapid development,” she said.

For the latest news on the 17th Sabah State Election, please visit https://prn.bernama.com/sabah/index.php

-- BERNAMA