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PRSI Int PR Conf 2011 Day 1 Malaysia Budget by Leon Hudson

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    • 1. 6 – 1 4 O CTO B E R 2 0 11Malaysia Budget 2012
    • 2. IntroductionThis report presents the findings of media analysis ofcoverage between 6 and 14 October 2011. This periodcovers the date immediately before the announcement ofthe Malaysian 2012 Budget (7 October), up until a weekafter this announcement.For the purpose of this analysis, coverage was sampled proportionally The sample of online social media discussion has been chosen to befrom a list of media outlets that were selected on the basis of: representative of overall social media posts. This is done by:> Audience size, beginning with the outlets that reach the largest (a) Selecting online posts for analysis from representative online audiences in the country; and channels; and> Volume of reporting. (b) Setting a sub-sample for each market based on proportional size.This resulted in a sample of 756 media reports for analysis. Thus, a spread of online posts across subjects, across the period hasSocial media analysis was also conducted on a representative sample of been analysed. The net sentiment shown throughout this report wasthe total 3,526 social media posts that originated from Malaysia in this determined from these sampled posts.time. The social media posts that were monitored by Brandtology A representative sample of blog posts were also analysed to determineappeared on forums, blogs, news websites, review the messages that they conveyed about the Budget, so that comparisonssites, Q&As, microblogs, the public pages of social networking sites and could be drawn with those that were communicated in the analysed newsvideo sites (comments only). media coverage. 2
    • 3. Executive summary – story focus These charts show the story focus of each report, article or online post that was analysed over the period. CHART 1> The Malaysian Budget 2012 was broadly labelled a “people‟s Budget” in NEWS MEDIA the news media. Nearly half of the 600 60 analysed coverage focused on the 54.9 55.2 rakyat (citizens), with often detailed 53.0 FAVOURABILITY discussion of the possible impacts on 51.8 339 VOLUME citizens of the various policy announcements. This included the 300 50 government‟s cash handouts – often 171 140 described in the media as “goodies” – 106 for various segments of society, such as lower income households, students and retirees. As a result of this sort of 0 40 discussion, the overall analysed news THE RAKYAT OVERALL ECONOMY PUBLIC SECTOR PRIVATE SECTOR UNFAV NEU FAV AVG FAV coverage was predominantly favourable. CHART 2> As opposed to news media SOCIAL MEDIA (SAMPLED POSTS) coverage, the sentiment of social 200 100 media discussion of the Malaysian Budget 2012 was negative, particularly 145 141 NET SENTIMENT in the context of the economy and the VOLUME private sector. This negative sentiment 100 -13.8 84 0 was largely due to criticisms of -37.6 “excessive” cash handouts from the -13.1 53 government, with suggestions that this -37.7 was aimed only at winning electoral votes rather than at boosting 0 -100 Malaysia‟s economic growth. THE RAKYAT OVERALL PUBLIC PRIVATE ECONOMY SECTOR SECTOR NEG NEU POS NET SENTIMENT 3
    • 4. Executive summary - leading topicsThese charts show the number of mentions of each topic in the analysed news media coverage and social media conversation. CHART 3 NEWS MEDIAThe most often mentioned 400 60topics in the analysed 55.5 56.0 56.5 54.9news coverage were 53.5 53.6 FAVOURABILITY 52.9 53.4 52.5individual taxes and 50.8 VOLUME 206incentives, living 175 165 160 160 200 50 142 128costs, public education and 117 111 94social welfare. The mediacited comments fromvarious tax consultants 0 40who commented on the INDIVIDUAL CIVIL LIVING BUDGET PUBLIC GROWTH SOCIAL MINISTRY GLOBAL CORPORATEviability and possible TAX & SERVANTS COST IMPLEMENT- EDU- WELFARE ALLO- ECONOMY TAX & SUBSIDIES ATION CATION CATION SUBSIDIESimpact of new policies UNFAV NEU FAV AVG FAVacross the differentsectors. In comparison, the CHART 4most frequently – and SOCIAL MEDIA (SAMPLED POSTS)negatively – discussed 200 100topic in the analysed social NET SENTIMENTmedia conversations was VOLUMEthe Budget -4.5 -4.9 100 -14.8 -14.3 0implementation. This 76 -24.9 -25.0 47 -45.2 -47.0 -47.4suggests that the public 57 -36.5 27 26 25 21 20 19has a relatively low 17confidence that the 0 -100government will deliver the BUDGET CIVIL INDIVIDUAL HOUSING GROWTHCORPORATE SOCIAL LIVING GLOBAL EMPLOYMENTmeasures that it has IMPLEMENT- SERVANTS TAX & TAX & WELFARE COST ECONOMY ATION SUBSIDIES SUBSIDIESpromised. NEG NEU POS NET SENTIMENT 4
    • 5. Executive summary – further issues and conclusion> Consistently across both news and social media, the public appeared to contradictory to this message, such as “lack of reforms”, “no surprise” agree that the “losers” from the Budget announcement were the middle and “neutral impact to [the stock] market”. A considerable number of classes, minorities such as the disabled and private sector stakeholders. online posts criticised the Budget for neither providing permanent The online public criticised the high Budget allocation to civil servants for changes to the structure of Malaysia‟s taxation system, nor guidance to bonus payouts and salary increments while low-income groups from the eliminate regulations and promote spending in order to build a strong private sector were neglected. domestic consumer market.> Across both news and social media, the most common criticisms of the CONCLUSION 2012 Budget were that it was short-sighted, not sustainable, and > Given the wide concerns expressed about the economic sustainability of “unrealistic” in terms of the prospects for the Malaysian economy in the the Budget proposals, the government could consider more proactively near future. Overall, opposition leaders and economists were among the communicating specific details about the proposals to the public. This most vocal critics of the Budget‟s contribution to the sustainable could include providing more information about the development and development of the economy, while middle-class professionals mostly implementation of the projects, and addressing queries from the public in discussed its lack of inclusiveness. a timely manner. This will help to boost public confidence about the> The news media coverage analysed frequently quoted Chua Hak Bin, an government‟s accountability in delivering the promises made in the economist from the Bank of America Merrill Lynch, who held a cautious Budget, especially in the current global economic climate. view on the growth outlook and, thus, the implementation of the Budget. > Although the Prime Minister and government ministers have an His comments resonated with those of other economists and opposition undeniably strong presence in news media, opposition leaders seem to party stakeholders. be utilising social media more effectively to communicate their> Some online posts further suggested that the civil services have become messages. Government representatives are still lacking a presence in highly politicised over the years due to higher distributions from the forums and blogs, whereas opposition leaders and members of the Budget going to civil servants in order to get them to support the middle-class were active in these areas. A greater government government. engagement in the social media space is therefore encouraged.> Speculation about whether the government would impose a Goods and > Future news and social media tracking should relate to the Services Tax (GST) appeared frequently before the Budget implementation process and results of high-profile projects, which are announcement. Although the GST was not introduced in Budget commonly the focus of media and public interest. This would include 2012, the online public expressed concerns that the government might financial aid offers for lower-income groups; ministry funding of projects impose the tax if they win the upcoming general election. such as the new women‟s and children‟s hospitals; upgrades of rural> Although the Prime Minister actively promoted the Budget as clinics; Kedai 1Malaysia; the Langkawi tourism project; and upgrades for “transformational”, this message did not appear frequently; instead, the the Royal Malaysian Police. analysed news and social media coverage reported comments that were 5
    • 6. Media typeThese charts show the breakdown of news media types and social media channels over the analysis period. CHART 5 CHART 6NEWS MEDIA SOCIAL MEDIA SOCIAL TELEVISION & NETWORKING RADIO MICROBLOG SITE 7.9% 1.4% 3.1% PRESS BLOG 47.1% 44.4% ONLINE NEWS FORUM 45.0% 51.1%> During the report period, news media coverage of the Budget 2012 > Negative reporting appeared mostly in online news, blogs and other appeared much more prominently in both press and online outlets than social media channels. Nonetheless, some criticisms of the 2012 in broadcast media. Budget did also appear in news media coverage, and these criticisms> Analysed online news media included more critical discussions of the across the media types were somewhat aligned. This was especially Budget (especially in Harakah Daily and the Malaysian Insider), and the case with regard to the sustainability of the proposed government this online coverage was less favourable overall than press and spending and the inclusiveness of the Budget. broadcast coverage. 6
    • 7. Trend analysisThis chart shows the volume and favourability of articles analysed over the report period. CHART 7NEWS MEDIA The media focus shifted to The rakyat responded to various news The media discussed the government‟s “over- implementation of the 200 articles, expressing their concerns about optimistic” target of 2012‟s Budget deficit, and Budget, specifically the 60 and expectations of the Budget. worrying debt levels in Malaysia. allocations to government ministries. FAVOURABILITY VOLUME 100 50 0 40 THU 6 OCT FRI 7 OCT… SAT 8 OCT SUN 9 OCT MON 10 OCT TUE 11 OCT WED 12 OCT THU 13 OCT FRI 14 OCT VOL AVG FAVThis chart shows the volume and net sentiment of online posts analysed over the report period. CHART 8 SOCIAL MEDIA (SAMPLED POSTS) 200 Discussions continue about the 60 government‟s handouts, with suggestions Discussion of opposition party Discussion related to speculation about that this was undertaken in order to win reviews of the government‟s public votes in the upcoming election. NET SENTIMENT Budget allocation, particularly in terms Budget allocations. of a GST. VOLUME 100 0 0 -60 THU 6 OCT FRI 7 OCT SAT 8 OCT SUN 9 OCT MON 10 OCT TUE 11 OCT WED 12 OCT THU 13 OCT FRI 14 OCT BUDGET DAY VOL NET SENTIMENT 7
    • 8. Language breakdown CHART 9A substantial proportion of theanalysed news media coverage NEWS MEDIA TAMILwas in English and came from CHINESE 4.2%online news outlets, including 11.5%The Star Online, Yahoo!Malaysia and Malaysian Insider.Coverage by Malay-languagemedia was more favourable than ENGLISHmedia in other languages. Very 49.5%few unfavourable reportsappeared in Malay-languagepress, and these largely MALAYconsisted of articles about 34.8%complaints from minority interestgroups such the Malaysian TradeUnion Congress or lecturers fromprivate colleges. Most of the CHART 10unfavourable Malay-language SOCIAL MEDIA CHINESEcoverage came from online news 6.4%channel Harakah Daily.The majority of social mediaconversations were inEnglish, particularly the poststhat appeared on the leading MALAY 35.1%channels. ENGLISH 58.5% 8
    • 9. Commentators/influencersBelow are the leading news commentators and the most influential people in social media in the period that contributed to the topic Malaysia Budgetthat were most frequently reported or responded to. TABLE 1 TABLE 2 AVG INFLUENCE SENT-NEWS COMMENTATORS VOL INFLUENCERS CHANNELS VOL FAV SCORE IMENTDATUK SERI NAJIB TUN RAZAK, MALAYSIA PRIME LOWYAT.NET 67 58.0 POLARIS 27 70 -8MINISTER FORUM– KOPITIAMDATUK DR. AWANG ADEK HUSSEIN, DEPUTY FINANCE EDITOR@ 15 55.0 HORNBILLMINISTER HORNBILL 27 43 -2 UNLEASHED UNLEASHEDTAN SRI MUHYIDDIN YASSIN, MALAYSIA DEPUTY PRIME 12 54.2 MALAYSIAN MALAYSIAN MIRRORMINISTER 24 43 -25 MIRROR BLOGDATUK SERI LIOW TIONG LAI, MINISTER OF HEALTH 12 54.6 LOWYAT.NET ROBERTNGO 3 100 0 FORUM– KOPITIAMDATUK MUKHRIZ TUN MAHATHIR, DEPUTY MINISTER THE BURSA M‟SIA 11 54.5OF INTERNATIONAL TRADE & INDUSTRY SALAHDIN FORUM – PERSONAL 3 50 0 FINANCEDATUK SERI ANWAR IBRAHIM, OPPOSITION LEADER 9 44.4 LOWYAT.NET JOE_MAMAK 2 100 -13 FORUM– KOPITIAMDATUK SERI DR. NG YEN YEN, MINISTER OF TOURISM 8 55.0 MIRI COMMUNITY RYUNARUTO 2 90 0 FORUM – LOUNGECHUA HAK BIN, BANK OF AMERICA MERRILL LYNCH 8 46.9 MIRI COMMUNITYECONOMIST RELAXJACK 2 65 -13 FORUM – LOUNGETONY PUA, MEMBER OF PARLIAMENT FOR PETALING 8 45.6 LOWYAT.NETJAYA UTARA FLAMING_LION 1 72 0 FORUM– KOPITIAMDATUK SERI AHMAD HUSNI MOHAMAD HANADZLAH, 8 58.1 READZZAL TWITTER – MALAYSIA 1 56 0SECOND MINISTER OF FINANCE 9
    • 10. CO NT E NT A NA LYS I S FRO M NE W S ME DI ANews media findings
    • 11. Story focus CHART 11 600 60 This chart shows the story focus of each news media 54.9 55.2 report. Story focus relates to 450 53.0 55 FAVOURABILITY the main focus of the 339 51.8 VOLUME report, and each report can have only one story focus. The 300 50 chart also shows a breakdown 171 of favourable, neutral and 140 150 106 45 unfavourable reports, and the average favourability of the coverage that focused on each 0 40 main theme. THE RAKYAT OVERALL ECONOMY PUBLIC SECTOR PRIVATE SECTOR UNFAV NEU FAV AVG FAV> Most of the rakyat-focused coverage related to the and children as well as common folks requiring benefiting from a new annual increment structure rising cost of living, with discussion of incentives legal aid.‟” (The Star, 8 October 2011). that would lay a strong foundation for better and assistance in the Budget for housing and remuneration. Coverage stated that these policies > Most of the reporting that focused on the economy public education. This coverage often linked to the were targeted at increasing productivity in the discussed the government‟s optimistic target of announcement by the Malaysian Prime public sector and enhancing government reducing the 2012 Budget deficit to 4.7% of gross Minister, Datuk Seri Najib Tun Razak, that this effectiveness in the long-term. domestic product (GDP), down from 5.4% in 2011. year‟s Budget aimed to enable the government to Some key economists and opposition leaders > A low volume of coverage focused on the private provide for the wellbeing of the people and the questioned the viability of the government‟s fiscal sector, but these stories were slightly favourable prosperity of the nation. Coverage included: deficit target and economic growth overall. Reports noted that the government‟s move “The Star columnist, Yap Leng Kuen writes, „It was projections, given the gloomy outlook for the to further liberalise 17 services sub-sectors over quite a refreshing change, listening to the Budget global economy. the course of 2012, with the aim of accelerating 2012 proposals that provide an encompassing investment, had been welcomed by many industry > Public sector-focused reporting was the most view of the multi-faceted interests and problems of sources. Coverage stated that this liberalisation favourable overall. Minister sources, who have the rakyat. The Government has made attempts to would enhance the dynamism of industry, and vested interests in their specific ministries, tended show that it cares about the quality of education would widen opportunities for new and existing to praise the Budget allocation that had been and medical care, the plight of teachers, doctors businesses to expand both within Malaysia and proposed by the Prime Minister for their ministry. working in government hospitals, retirees, women outside. Civil servants, in particular, were described as 11
    • 12. Leading topics CHART 12 400 60 56.0 56.5 55.5 54.9 300 53.5 53.6 53.4 55 52.9 52.5 FAVOURABILITY 50.8VOLUME 206 200 175 165 50 160 160 142 128 117 111 94 100 45 0 40 INDIVIDUAL CIVIL LIVING BUDGET PUBLIC GROWTH SOCIAL MINISTRY GLOBAL CORPORATE TAX & SERVANTS COST IMPLEMENT- EDUCATION WELFARE ALLOCATION ECONOMY TAX & SUBSIDIES ATION SUBSIDIES UNFAV NEU FAV AVG FAV This chart shows the number of mentions of each topic in the analysed government‟s accountability in delivering its promises to the people. news media coverage. The chart shows the volume of favourable, neutral > The least favourably discussed topic was the global economy. This and unfavourable mentions of each topic, as well as the average was understandable, given the underlying negative tone of reporting favourability of the reports that mentioned each topic. about the global economic outlook. Discussion of the topic was > The leading topic, individual taxes and subsidies, was often mentioned widespread, especially in terms of how the Budget proposals were in the context of various comments from tax consultants. Most of these drafted to face the challenging economic conditions. For example: experts were reported to have commended the viability and the “The grossly weakened global economy and the worldwide increase in necessity of the introduction of these taxes and subsidies, frequently energy prices have driven the cost of almost every other consumer citing current economic conditions for the rakyat. Interestingly, the item and service, including those of food, sharply higher … Najib, who coverage that mentioned taxes and subsidies also often discussed is also finance minister, said the 2012 Budget would be about the other stakeholders, such the private sector and civil servants. government delivering on its promise to ensure social justice while > Budget implementation was also frequently mentioned alongside other keeping Malaysia on a strong economic course that will deliver long- relevant topics, either through constructive suggestions about how the term prosperity for all” (The New Straits Times, 7 October 2011). government should implement its Budget proposals, or criticisms of the 12
    • 13. Leading messages CHART 13 VOLUME 0 50 100 150 200 250 300 This chart shows the leading IS IN FAVOUR OF THE RAKYAT 240 tracked messages by volume IS IN FAVOUR OF THE PUBLIC SECTOR 89 that appeared in the analysed OFFERS CLEAR MEASURES TO Malaysia budget coverage. ENHANCE… 69 Messages can be implied in STIMULATES ECONOMIC GROWTH 56 reporting or conveyed explicitly, and can be either IS INCLUSIVE 55 favourable or unfavourable. DOES NOT PROMOTE SUSTAINABLE 37 DEVELOPMENT IS IN FAVOUR OF THE PRIVATE SECTOR 34 FAV UNFAV> The overall favourability of the news media groups to deal with rising living costs. For government for the generous allocation to the towards the Budget was quite favourable, and example, the message appeared in reports on public sector in terms of ministry funding and the leading messages were overwhelmingly the provision of RM500 to households that salary increases for civil servants. favourable. earn less than RM3,000 per month, and free school fees for primary and secondary> News media reported extensively that the education. Budget is in favour of the rakyat, largely as a result of the theme of this year‟s Budget being > The Budget is in favour of the public sector “Welfare for the Rakyat, Well Being for the was another favourable message that Nation”. This message mainly appeared in appeared prominently in both news media. praise of the various measures that the This message was expressed mainly by the government was taking to alleviate the burden various ministries and civil servants (and of the people, especially to help lower income representatives), as they thanked the 13
    • 14. Stakeholder satisfactionThe three pie charts show the proportions of expressions of satisfaction against expressions of dissatisfaction for the three broad stakeholder groups– public sector, private sector and rakyat. CHART 14 CHART 15 PRIVATE SECTORPUBLIC SECTOR PUBLIC PRIVATE SECTOR IS SECTOR IS NOT NOT SATISFIED SATISFIED WITH THE WITH THE BUDGET BUDGET PRIVATE 10.7% PUBLIC 28.2% SECTOR IS SECTOR IS SATISFIED SATISFIED WITH THE WITH THE BUDGET BUDGET 71.8% 89.3% CHART 16 > Only about a quarter of the analysed coverage contained an overtRAKYAT RAKYAT IS expression of satisfaction or dissatisfaction with the 2012 Budget. NOT SATISFIED > Public sector expressions of satisfaction/dissatisfaction appeared WITH THE most often, with Budget 2012 coverage discussing the extensive BUDGET allocations for this sector, and commonly citing ministry 22.1% spokespeople in relation to their relevant areas. The relatively high RAKYAT IS proportion of expressions of satisfaction/dissatisfaction by the SATISFIED WITH THE rakyat was found mainly in letters-to-the-editor, or opinion or news BUDGET articles that contained comments from members of the public. 77.9% > Notably, 40% of total analysed letters-to-the-editor and opinion articles were neutral in tone (50.0 rating on the CARMA favourability scale), as a result of expressions of both satisfaction and dissatisfaction in the same media report. 14
    • 15. Leading media by language TABLE 3 AVERAGELANGUAGE MEDIA OUTLETS AUDIENCE VOLUME FAVOURABILITY THE STAR ONLINE 674,424 89 53.8 YAHOO! MALAYSIA 60,630 58 53.3ENGLISH MALAYSIAN INSIDER 456,895 47 48.4 (ALTERNATIVE NEWS) UTUSAN MALAYSIA 41,413,162 71 54.1 UTUSAN ONLINE 407,925 58 56.1MALAY HARAKAH DAILY 349,027 20 42.3 (ALTERNATIVE NEWS) SIN CHEW JIT POH 36,987,648 47 54.5CHINESE CHINA PRESS 18,870,540 38 52.6 MALAYSIA NANBAN 2,760,000 18 53.6TAMIL MAKKAI OSAI 52,000 13 54.6 15
    • 16. Leading commentators CHART 17 160 80 120 65 FAVOURABILITY 58.0 55.0 54.2 54.6 54.5VOLUME 80 67 44.4 50 40 35 15 12 12 11 9 0 20 DATUK SERI NAJIB TUN DATUK DR. AWANG TAN SRI MUHYIDDIN DATUK SERI LIOW DATUK MUKHRIZ TUN DATUK SERI ANWAR RAZAK, MALAYSIA ADEK YASSIN, MALAYSIA TIONG LAI, MINISTER MAHATHIR, DEPUTY IBRAHIM, OPPOSITION PRIME MINISTER HUSSEIN, DEPUTY DEPUTY PRIME OF HEALTH MINISTER OF LEADER FINANCE MINISTER MINISTER INTERNATIONAL TRADE & INDUSTRY UNFAV COMMENT NEU COMMENT FAV COMMENT AVG FAV WHAT MEDIA SAYS WHAT MEDIA SAYS “[DEPUTY PRIME MINISTER AND] EDUCATION MINISTER “WHAT WE ARE SEEING FROM THE BUDGET IS ONLY ONE TAN SRI MUHYIDDIN YASSIN SAID THE BUDGET WHICH IS INDEBTING OUR CHILDREN, ENTRENCHING OUR REFLECTED A CARING GOVERNMENT, ADDING THAT IT STRUCTURAL PROBLEMS AND VERY WEAK EXPENDITURE WAS BASED ON SOUND IDEAS RECOMMENDED BY CONTROLS … OUR DEBT LEVELS WILL ONLY WORSEN IN THE ECONOMIC EXPERTS. „I THINK THIS HAS BEEN THE NEXT FEW YEARS AS WE EMBARK ON RECORD LEVELS OF BEST BUDGET SO FAR, AND IT ADDRESSES THE INFRASTRUCTURE SPENDING SUCH AS THE RM53 BILLION NEEDS OF ALL LAYERS OF SOCIETY, SUCH AS KLANG VALLEY MRT PROJECT WHICH IS EXPECTED TO BE FARMERS, FISHERMEN, CIVIL SERVANTS, FUNDED ENTIRELY ON DEBT‟ [DAP MP TONY PUA] SAID IN A ENTREPRENEURS AND SO ON.‟” STATEMENT” The Star, 8 October 2011 The Malaysian Insider, 7 October 2011 16
    • 17. FO CUS E S O N P E RCE P T I O N, O P I NI O N A ND B E HAV I O UR O F T HE P UB L I C FRO M T HE S O CI A L ME DI ASocial media findings“ @HORNBILL UNLEASHED.WORDPRESS.COM, 11 OCTOBER 2011 “IN FACT, „ONE-OFF‟ PAYMENTS ARE AKIN TO PLACEBOS THAT GIVE SHORT-TERM RELIEFS. RELIEFS THAT ARE PLAYS ON THE MIND RATHER THAN REALISTIC SOLUTIONS TO A MEDICAL AILMENT. AND THIS IS THE ESSENCE OF BUDGET 2012. IT IS A SHORT TERM PLACEBO, MEANT TO GRANT A „FEEL GOOD‟ EFFECT AMONG A SELECT FEW OF THE POPULACE. JUST ENOUGH TO AFFECT THE 5% VOTE SWING BACK TO THE BARISAN NASIONAL IN ORDER TO RETAIN THE TWO-THIRDS MAJORITY IN PARLIAMENT. HOW ELSE CAN YOU EXPLAIN ITS IRRATIONALITY AND DISREGARD FOR FINANCIAL RESPONSIBILITY?”
    • 18. Social media metrics TABLE 4 STORY FOCUS ENGAGEMENT INFLUENCE REACH NET SENTIMENT This table shows numerical comparisons of monitored OVERALL ECONOMY 54.4% 57% 66.5% -37.6 subjects based on the following index: PRIVATE SECTOR 51.9% 56% 66.6% -37.7 Engagement, Influence, Reach and Sentiment. For definition of PUBLIC SECTOR 49.4% 56% 60.8% -13.1 the Social Media Metrics, please refer to the Appendix from page THE RAKYAT 49.9% 54% 64.4% -13.8 27.> Across the social media posts analysed, employers, the revision of the My First Home claiming that the current minimum wage salary discussions about the overall economy were Scheme house price to RM400,000, as well as is not enough to pay off the mortgage on a the most engaged (or triggered the highest cash aids and book vouchers for students. RM400,000 property in Malaysia. level of responses). This was partially a result > Revision of the upper limits of a property price of frequent criticisms of the government‟s cash under the My First Home Scheme was handouts, with suggestions that these criticised by the rakyat. These conversations measures were implemented in order to win commonly described the housing scheme as electoral votes rather than to impact on “ineffective”, as the government had not Malaysia‟s economic growth. increased the minimum wage for private> Private sector-related discussions also had sector employees. The online public stated higher reach. These discussions frequently that the government had shown a lack of related to the increase of the Employee consideration by increasing the upper limit of Provident Fund (EPF) contribution by this property price, with some contributors 18
    • 19. Top 10 channelsThis chart shows the top 10 social media channels that discussed the topic of housing affordability over the report period. CHART 18 LOWYAT.NET FORUM - KOPITIAM LOWYAT.NET FORUM - FREE MALAYSIA TODAY KOPITIAM MALAYSIAN MIRROR BLOG 13.0% FREE MALAYSIA LOWYAT.NET FORUM - FINANCE, BUSINESS & INVESTMENT TODAY OTHERS 10.5% HORNBILL UNLEASHED 42.6% CARI CHINESE FORUM - LOCAL POLITICS CARIGOLD FORUM - ISU SEMASA DETIKDAILY.NET FORUM - POLITIK SEMASA LIM KIT SIANG BLOG CARI FORUM - ISU SEMASA (CURRENT ISSUES) OTHERSTOP 10 CHANNELS> Lowyat.NET Forum – Kopitiam was the leading social media channel, contributing more than 450 online posts on the Malaysian Budget. The online public in this forum frequently discussed the impact of the Budget proposals on Malaysian economic growth. In particular, the cash handouts and benefits for the public sector were commonly described as “election ploys” to win votes from civil servants and low-income groups.> Discussions also related to impacts on the private sector, such as the effects of the increase of EPF contribution and the revision of house price under the My First Home scheme. This additionally included reviews by economists and local bankers of the “over-promised” Budget and the government‟s “overly optimistic” speculation of 2012 GDP growth.> The discussions from another two popular channels, the Cari Forum – Isu Semasa and DetikDaily.net Forum – Politik Semasa, included a large proportion of criticisms of the increased salaries and bonuses for civil servants. Contributors to these sites also frequently compared the Budget proposals from the opposition party to those from the government. 19
    • 20. Leading messages in blogs CHART 19 VOLUME 0 5 10 15 20 25 30 IS IN FAVOUR OF THE RAKYAT 24 IS NOT INCLUSIVE 15 DOES NOT PROMOTE SUSTAINABLE DEVELOPMENT 11 IS IN FAVOUR OF THE PUBLIC SECTOR 8 OFFERS CLEAR MEASURES TO ENHANCE WELL-BEING OF THE RAKYAT 8 IS INCLUSIVE 7 DOES NOT STIMULATE ECONOMIC GROWTH 7 STIMULATES ECONOMIC GROWTH 7 IS NOT TRANSFORMATIVE 6 IS NOT IN FAVOUR OF THE RAKYAT 6 IS NOT IN FAVOUR OF THE PRIVATE SECTOR 6 FAV UNFAV> A total of 50 of blog posts were also analysed > Economists and opposition leaders claimed means and not offering much clarity on the to determine the messages that they that the Budget proposals will not lead to the sources of funding for the Budget. conveyed about the Budget. sustainable development of the Malaysian> The vocal critics of the Budget in the economy, suggesting that the short-term blogosphere included leaders of the approach of government spending in the opposition party such as Anwar Ibrahim, Lim forms of subsidies and one-off payments to Kit Siang and Wan Azizah, as well as middle- the people does not solve the problem of class citizens who were mainly professionals rising living costs in the long term. Blogs also from the private sector. The most prevalent included frequent attacks on the government criticisms from these groups related to the for its “unrealistic” projection of GDP growth sustainability and inclusivity of the Budget. and the Budget deficit target for 2012, with criticisms that it was spending beyond its 20
    • 21. Story line: 6 – 14 October 2011 This chart shows the volume and sentiment of social media posts over the report period, with highlights of major stories in these conversations. 10 OCTOBER 2011 TOTAL MENTION: 4177 OCTOBER 2011 TOTAL MENTION: 952 The volume of mentions increased on this day, after the opposition party reviewed theThe online discussions spiked when the Budget was announced. Discussions related Budget allocation by the government. Engagement from representatives from theto Budget allocation, in particularly speculation about the introduction of a GST, and government and the opposition party was apparent in discussion across forums andthe implementation of the Budget. Much of the online public perceived the 2012 blogs on this day. Conversations suggested that the Budget distribution is inadequate toBudget as a ploy by the government to gain electoral votes. sustain Malaysia‟s global economic growth, with widespread claims that the Budget should cater to all levels of income groups. 8 OCTOBER 2011 TOTAL MENTION: 691 12 OCTOBER 2011 TOTAL MENTION: 325 Conversations continued to suggest that the Budget has failed to address a possible Discussions continued to relate to the government‟s cash handouts, again with global recession. Budget 2012 was again described as perceived as tool for the claims that these handouts were allocated in order to win public votes in the government to win electoral votes. Middle-class citizens claimed they had received upcoming election without consideration of the impact of the Budget on the least benefits from the Budget, and that finance aids were targeted only at lower recession and low GDP growth. income groups. CHART 20 1600 100 1200 50 NET SENTIMENT VOLUME 800 0 400 -50 0 -100 6/10/2011 7/10/2011 8/10/2011 9/10/2011 10/10/2011 11/10/2011 12/10/2011 13/10/2011 14/10/2011 VOL NET SENTIMENT 21
    • 22. Voice growth & channel growth CHART 21The voice growth chart shows the VOICE GROWTHnumber of unique voices that joined 600the digital conversation per day. Thisprovides an indication of how manypeople were talking about the 450Malaysian Budget in the analysis VOLUMEperiod. The channel growth chart 300shows the number of new channelsto which the conversation about theMalaysian Budget spread over the 150period.Both new voice and new channel 0growth peaked on 7 October, the 04/10/11 06/10/11 08/10/11 10/10/11 12/10/11 14/10/11day that the Budget was announced. NEW VOICES CUMULATIVE GROWTHThe online conversations spiked withspeculations about Budget CHART 22allocation, particularly relating to the CHANNEL GROWTHintroduction of a GST, and 100discussions of the implementation ofthe Malaysia Budget 2012. 75 VOLUME 50 25 0 04/10/11 06/10/11 08/10/11 10/10/11 12/10/11 14/10/11 NEW CHANNELS CUMULATIVE GROWTH 22
    • 23. Top influencersBelow are the most influential people in the period that contributed the posts on the Budget that were most frequently responded to. “ 13 OCTOBER 2011 01:11 COMPARISONS with other countries indicate that we have too many civil servants for the population. Some 1.3 million civil servants, together with retirees, accounted for nearly two-fifths of the Federal Government‟s operating expenditure last year of over RM150bil”. - http://forum.lowyat.net/topic/2068415USER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URLPolaris Lowyat.NET Forum – Kopitiam 70 27 Negative http://forum.lowyat.net/user/Polaris “ 11 OCTOBER 2011 18:20 But beyond the lofty promises and glossy numbers, the so-called shadow budget, if ever it is implemented, could hurt rather than benefit ordinary Malaysians.”- http://www.malaysianmirror.com/media-buzz-detail/6-nation/55159-putting-pakatans- flawed-budget-under-scrutinyUSER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URLMalaysian Mirror Blog 43 24 Negative http://www.malaysianmirror.com/index.html “ 11 OCTOBER 2011 3:38 A government is more than a budget. It is not all money and mega projects and subsidies. The poor will remain poor no matter what multi-billion ringgit transformation projects are rolled out.” - http://www.freemalaysiatoday.com/2011/10/11/battle-of-the-budgets/USER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URLFree Malaysia Today Blog 43 14 Negative http://www.freemalaysiatoday.com/ “ 8 OCTOBER 2011 00:00 This Budget 2012 measures to put cash in the pockets of voters ahead of a general election expected soon.” - http://hornbillunleashed.wordpress.com/2011/10/08/24226/.USER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URLHornbill Unleashed Blog 43 27 Negative http://hornbillunleashed.wordpress.com 23
    • 24. A P P E NDI XMethodology andglossary of terms
    • 25. Media Monitors & Brandtology analysis This Media Analysis report uses both the ABOUT MEDIA MONITORS ANALYSIS CARMA® media content analysis Media Monitors uses the CARMA® media methodology and Brandtology‟s proprietary content analysis methodology. This Digital Conversation Management System methodology involves a systematic approach (DCMS) system to analyse news reporting and that turns media content into meaningful data social media conversations. that can be analysed both quantitatively and qualitatively. This analysis measures both news media content and online conversations to derive actionable data from total media intelligence. ABOUT BRANDTOLOGY ANALYSIS Brandtology combines technology, processes and trained professionals to deliver accurate and relevant intelligence to clients. The proprietary opinion mining and sentiment analysis technologies aid organisations in listening to digital conversations across countries in multiple languages.DISCLAIMER: While Media Monitors and Brandtology endeavour to provide accurate, reliable and complete information, Media Monitors and Brandtology make no representations in relation to theaccuracy, reliability or completeness of the information contained in this report. To the extent permitted by law, Media Monitors and Brandtology exclude all conditions, warranties and other obligations inrelation to the supply of this report and otherwise limits its liability to the amount paid by the recipient for the report. In no circumstances will Media Monitors and Brandtology be liable to the recipient or toany third party for any consequential loss or damage, including loss of profit, in connection with the supply of this report. 25
    • 26. Average favourability, net sentiment explained COLOUR RATING SCALE USEDThis Media Analysis report uses both the Highly favourable 76 to 100CARMA® media content analysismethodology and Brandtology‟s Moderately favourable 56 to 75 Favourableproprietary Digital ConversationManagement System (DCMS) system to Average Slightly favourable 51 to 55 News Mediacompare and contrast news and social Favourabilitymedia conversation. Rating Neutral/balanced 50 Neutral 0 to 100 scaleThe CARMA favourability rating and where 50 isBrandtology‟s sentiment score are neutral Slightly unfavourable 45 to 49comparable rating scales to assessarticles/conversations prominence and Moderately unfavourable 30 to 44 Unfavourabletonality. Highly unfavourable 0 to 30The comparison of the two methodologiesis interpreted in a Likert 3-point scale Very Positive + 51 to +100(Favourable/Neutral/ PositiveUnfavourable versus Positive/Neutral/ Sentiment Positive +1 to +50 Social MediaNegative) as shown in this table. Scale -100 to +100 Neutral 0 Neutral scale where 0 is neutral Negative - 1 to -50 Negative Very Negative -51 to -100 26
    • 27. News media analysis methodologyBest Practice Media AnalysisThe Media Monitors‟ best-practice media analysis uses a An aggregate score is calculated based on these multiple industry knowledge to identify key issues and attitudessystematic approach to turn media content into variables and presented on a 0–100 scale where 50 is that appear in the media, answer clients‟ keymeaningful data. This approach analyses media content neutral. This is an overall rating of the favourability of questions, and, where relevant, provide recommendationsboth quantitatively and qualitatively. each media report towards the client organisation (and, if for further action. relevant, other organisations or competitors). ThisMedia Monitors uses the CARMA® media content aggregate score is called the CARMA® Favourability The consistency of analysis is ensured in three key ways:analysis methodology, which is internationally recognised Rating.as one of the leading commercial systems available. The average favourability is the aggregated rating of the > Most of the variables analysed are objective criteriaCARMA® (Computer Aided Research and Media media coverage analysed. This can identify the potential (such as media name, positioning, sources‟ names);Analysis) uses advanced technology to quantify media impact of media reporting, and can be used to identify > The somewhat more subjective topics andcontent, and human intelligence to provide qualitative trends and establish benchmarks for future data. messages are identified by either exact phrasing orinsight and analysis. The criteria for analysis (such as topics and specific key acceptable alternatives, provided to researchers messages) are set up uniquely for each individual client before analysis begins; andMedia Monitors uses the CARMA® methodology to by a team of media analysis experts. These experts bring > Media Monitors uses multiple researchers onqualitatively analyse media coverage by taking into their industry knowledge to identify projects to minimise individual subjectivity.account multiple variables. These include the: Average Favourability Explained> Placement of media reports (front page or lead item in broadcast media and websites);> Positioning of organisation discussion (headline, prominent mentions, passing mentions);> Image (photos, illustrations, charts, cartoons, or the image content of video);> Topics discussed in the media and their relative importance to the client organisation;> Messages, both favourable and unfavourable, communicated in media reports;> Sources quoted (both organisation representatives and other individuals who make relevant comments in the media); and> Tone of content (extreme language, adjectives and adverbs, metaphors or similes and other figures of speech). 27
    • 28. Social media analysis methodology & glossary of terms Social Media Metrics Explained Glossary of TermsBrandtology social media analysis is based on Engagement Quantifies the content creation and response Category This refers to the highest level referencing akeywords and channels that have been identified by a Index level of a particular subject. This takes into logical grouping. A category may contain oneSocial Media Consultant (SMCs). SMCs work closely account the number of conversations started, or more subjects.with clients to determine what needs to be as well as the number of relevant commentsmonitored, how best to do this and how to ensure the Channel A source being monitored for posts.deliverables and reports meet the clients‟ objectives. and responses to the subject. Examples are forums, reviews, blogs, etc.Using these keywords and channels, relevant data – Influence Reflects the level of influence of a group ofsuch as author, content, date of content and influence Index online contributors discussing a certain Influence The influence score weights the importance ofof author – is extracted from subject. Influencers are broken down into Score the author/commenter within his/her channel.forums, blogs, news, reviews, Q&As, microblogs, publi bands of Very High, High, Moderate, Low and The score is within the range of 0 to 100.c pages on social networking sites and video sites Very Low Influence. Online contributors who Keyword A keyword is used as a search term in the(comments only) from the internet. are active content posters or garner more matching process to tag posts to the responses to their content will command aThe extracted data is processed by multilingual natural associated subject. higher individual influence score. Highlanguage processors to identify sentiments along a Influencers have a higher weightage in Mentions Number of mentions or posts online.five-point scale (very determining the Influencer Index score. Thenegative, negative, neutral, positive, and very positive). higher the total Influence Index score, the Online Public Online public refers to a person or personsProcessed data is stored in databases and accessible more influential the group of online discussing, writing, or posting on social mediavia our Digital Conversation Management System contributors discussing the subject are platforms like blogs, forum sites, Q&A sites,(DCMS). Analysis based on proprietary algorithms is considered to be. review sites or microblogs.performed on the data to derivestatistics, trends, indexes and charts. Net Sentiment Measures the ratio of positive to negative Sentiment Very Negative, Negative, Neutral, Positive posts. A sentiment index value greater than 1 Scale and Very Positive.A priority rating is also calculated based on a indicates a higher proportion of positive posts.combination of the site and author influence. Voice An author creating the post or a commenter Reach Measures the width and depth of the subject‟s that made a comment.Social Media Analysts (SMAs) access the data via our reach across individual channels and uniquein-house ticketing system to ensure the relevancy and voices, respectively. Voice Growth The Voice Growth chart shows the number ofaccuracy of the data, as well as to train the system toprocess data more efficiently on behalf of the clients. unique voices per day that have grown during the time period. This provides an indication ofOnce SMAs have checked the posts for relevancy and a “viral” growth type of view to show howsentiment, Social Media Research Analysts (SMRAs) many more people are mentioning thecheck for trends and gather insights that would be subject.relevant to the client, and produce a report. 28
    • 29. CO P YRI G HT © 2 0 11 ME DI A MO NI TO RS G RO UP.A L L RI G HT S RE S E RV E D.

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