This election served as a testing ground for the new leadership of the late Adenan Satem as the state‘s Chief Minister during the election period. Introduction Political campaign posters, designed to influence voters and spark political debate, were rigorously used by all contesting parties and candidates during the 11th Sarawak State Election (SSE11). Suggestions for future research are also discussed. The usage of integrated approach is more comprehensive for analysing political campaign posters. One positive strategy is the promise of infrastructure development whereas negative strategy capitalises on direct attack towards opposing candidates. All parties applied both positive and negative strategies. In terms of messages, several local and national issues were highlighted including Government Service Tax (GST) and local development. Findings showed that the state‘s autonomy is the common theme represented in most posters regardless of political parties. Integrating semiotic analysis and Devran‘s approach, a group of posters were analysed to identify the themes, messages and strategies used by different political parties and candidates. The aim of this paper is to analyse the election posters used throughout the campaigning period from 26th April 2016 until 6th May 2016. This election served as a testing ground for a new leadership of Adenan Satem as the state‘s Chief Minister. The 11th Sarawak‘s State Elections in Perspective I A Semiotic and Theoretical Analysis of Political Campaign Posters in the 11th Sarawak State Election Khadijah Mohamad Tuah, Malia Taibi, Awang Ideris Awang Daud, Siti Haslina Hussin & Siti Zanariah Ahmad Ishak Universiti Malaysia SarawakĪbstract Political campaign posters were rigorously used by all contesting parties and candidates at the 11 th Sarawak State Election (SSE11). Grassroots Politics, Political Networks and Patronage The 11th Sarawak‘s State Elections in Perspective II Table of Content The 11th Sarawak‘s State Elections in Perspective I No part of this publition may be reproduced or used in any form, or by any names – graphic, or information storage – and – retrieval system – without the prior permission of the publisher. Any copyright violations are entirely the responsibility of the author/s. +6082 584145 F.+6082 584155 ISBN 97-30-9 The validity and authenticity of content in every article is the sole responsibility of respective author/s. Third International Conference on Elections & Democracy in Malaysia 2017 2017 Faculty of Social Sciences UNIMAS Faculty of Social Sciences UNIMAS Universiti Malaysia Sarawak 94300 Kota Samarahan Sarawak T.
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