Malaysia Budget 2012
6 – 14 OCTOBER 2011
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Issues detailing specific abilities of media analysis while providing insight on major topics of global interest
Media analysis series
3
AN EVALUATION OF
NEWS MEDIA
COVERAGE (PRESS,
BROADCAST AND
ONLINE NEWS) AND
SOCIAL MEDIA
CONVERSATIONS OF
MALAYSIA'S BUDGET
PROPOSAL FOR
YEAR 2012.
Malaysia Budget 2012
Average favourability, net sentiment explained
RATING SCALE COLOUR USED
News Media
Average Favourability Rating
0 to 100 scale where 50 is neutral
Highly favourable 76 to 100
Favourable Moderately favourable 56 to 75
Slightly favourable 51 to 55
Neutral/balanced 50 Neutral
Slightly unfavourable 45 to 49
UnfavourableModerately unfavourable 30 to 44
Highly unfavourable 0 to 30
Social Media
Sentiment Scale -100 to +100 scale where 0 is neutral
Very Positive + 51 to +100 Positive
Positive +1 to +50
Neutral 0 Neutral
Negative - 1 to -50 Negative
Very Negative -51 to -100
4
5
News media analysis methodology
News media analysis methodology
Best Practice Media Analysis
Media Monitors uses the CARMA® media content analysis methodology, which is internationally recognised as one of the leading commercial systems available. CARMA® (Computer Aided Research and Media Analysis) uses advanced technology to quantify media content, and human intelligence to provide qualitative insight and analysis.
An aggregate score is calculated based on these multiple variables and presented on a 0–100 scale where 50 is neutral. This is an overall rating of the favourability of each media report towards the client organisation (and, if relevant, other organisations or competitors). This aggregate score is called the CARMA® Favourability Rating.
Average Favourability Explained
6
> Positioning
> Size
> Prominent placement
(headline,image)
> Topics
> Spokespeople/
Commentators
> Messages
> Tone
Methodology explained
The Star, 8 October 2011
Brandtology social media analysis is based on keywords and channels that have been identified by a Social Media Consultant (SMCs). SMCs work closely with clients to determine what needs to be monitored, how best to do this and how to ensure the deliverables and reports meet the clients’ objectives.
Using these keywords and channels, relevant data – such as author, content, date of content and influence of author – is extracted from forums, blogs, news, reviews, Q&As, microblogs, public pages on social networking sites and video sites (comments only) from the internet.
The extracted data is processed by multilingual natural language processors to identify sentiments along a five-point scale (very negative, negative, neutral, positive, and very positive).
Processed data is stored in databases and accessible via our Digital Conversation Management System (DCMS). Analysis based on proprietary algorithms is performed on the data to derive statistics, trends, indexes and charts.
A priority rating is also calculated based on a combination of the site and author influence.
Social Media Analysts (SMAs) access the data via our in-house ticketing system to ensure the relevancy and accuracy of the data, as well as to train the system to process data more efficiently on behalf of the clients.
Once SMAs have checked the posts for relevancy and sentiment, Social Media Research Analysts (SMRAs) check for trends and gather insights that would be relevant to the client, and produce a report.
Social media analysis methodology & glossary of terms Social Media Metrics Explained
Engagement Index
Quantifies the content creation and response level of a particular subject. This takes into account the number of conversations started, as well as the number of relevant comments and responses to the subject.
Influence Index
Reflects the level of influence of a group of online contributors discussing a certain subject. Influencers are broken down into bands of Very High, High, Moderate, Low and Very Low Influence. Online contributors who are active content posters or garner more responses to their content will command a higher individual influence score. High Influencers have a higher weightage in determining the Influencer Index score. The higher the total Influence Index score, the more influential the group of online contributors discussing the subject are considered to be.
Net Sentiment Measures the ratio of positive to negative posts. A sentiment index value greater than 1 indicates a higher proportion of positive posts.
Reach Measures the width and depth of the subject’s reach across individual channels and unique voices, respectively.
Glossary of Terms
Category This refers to the highest level referencing a logical grouping. A category may contain one or more subjects.
Channel A source being monitored for posts. Examples are forums, reviews, blogs, etc.
Influence Score
The influence score weights the importance of the author/commenter within his/her channel. The score is within the range of 0 to 100.
Keyword A keyword is used as a search term in the matching process to tag posts to the associated subject.
Mentions Number of mentions or posts online.
Online Public Online public refers to a person or persons discussing, writing, or posting on social media platforms like blogs, forum sites, Q&A sites, review sites or microblogs.
Sentiment Scale
Very Negative, Negative, Neutral, Positive and Very Positive.
Voice An author creating the post or a commenter that made a comment.
Voice Growth The Voice Growth chart shows the number of unique voices per day that have grown during the time period. This provides an indication of a “viral” growth type of view to show how many more people are mentioning the subject.
9
NEWS MEDIA TOPICS
THE RAKYAT OVERALL ECONOMY PUBLIC SECTOR PRIVATE SECTOR0
300
600
40
50
60
339
171
140
106
54.9
51.8
55.2
53.0
FAV NEU UNFAV AVG FAV
VO
LUM
E
FA
VO
UR
AB
ILIT
Y
Story focus
10
CHART 1
SOCIAL MEDIA TOPICS
Story focus
THE RAKYAT OVERALL ECONOMY
PUBLIC SECTOR
PRIVATE SECTOR
0
150
300
-100
0
100
145 141
84
53
-13.8
-37.6
-13.1
-37.7
POS NEU NEG NET SENTIMENT
VO
LUM
E
NE
T S
EN
TIM
EN
T
11
CHART2
Leading topics
INDIVIDUALTAX &
SUBSIDIES
CIVILSERVANTS
LIVINGCOST
BUDGETIMPLEMENT-
ATION
PUBLICEDUCATION
GROWTH SOCIALWELFARE
MINISTRYALLOCATION
GLOBALECONOMY
CORPORATETAX &
SUBSIDIES
0
200
400
40
50
60
206175 165 160 160
142 128 117 11194
53.5 53.654.9
52.9
55.553.4
56.0 56.5
50.852.5
FAV NEU UNFAV AVG FAV
VO
LU
ME
FA
VO
UR
AB
ILIT
Y
NEWS MEDIA
SOCIAL MEDIA (SAMPLED POSTS)
BUDGETIMPLEMENT-
ATION
CIVIL SERVANTS
INDIVIDUALTAX &
SUBSIDIES
HOUSING GROWTH CORPORATETAX &
SUBSIDIES
SOCIALWELFARE
LIVINGCOST
GLOBAL ECONOMY
EM-PLOY-MENT
0
100
200
-100
0
100
7657
4727 26 25 21 20 19 17
-36.5-14.8
-4.5-24.9
-45.2 -47.0
-14.3-25.0
-47.4
-4.9
POS NEU NEG NET SENTIMENT
VO
LU
ME
NE
T S
EN
TIM
EN
T
CHART 3
CHART 4
12
Leading messages - news
13
IS IN FAVOUR OF THE RAKYAT
IS IN FAVOUR OF THE PUBLIC SECTOR
OFFERS CLEAR MEASURES TO ENHANCETHE WELL-BEING OF THE RAKYAT
STIMULATES ECONOMIC GROWTH
IS INCLUSIVE
DOES NOT PROMOTE SUSTAINABLE DEVELOPMENT
IS IN FAVOUR OF THE PRIVATE SECTOR
0 50 100 150 200 250 300
240
89
69
56
55
34
37
UNFAV FAVVOLUME
CHART 5
14
Leading messages – social media
IS IN FAVOUR OF THE RAKYAT
IS NOT INCLUSIVE
DOES NOT PROMOTE SUSTAINABLE DEVELOPMENT
IS IN FAVOUR OF THE PUBLIC SECTOR
OFFERS CLEAR MEASURES TO ENHANCE WELL-BEING OF THE RAKYAT
IS INCLUSIVE
DOES NOT STIMULATE ECONOMIC GROWTH
STIMULATES ECONOMIC GROWTH
IS NOT TRANSFORMATIVE
IS NOT IN FAVOUR OF THE RAKYAT
IS NOT IN FAVOUR OF THE PRIVATE SECTOR
0 5 10 15 20 25 30
24
8
8
7
7
15
11
7
6
6
6
UNFAV FAVVOLUME
CHART 6
15
PRESS47.1%
ONLINE NEWS45.0%
TV & RADIO7.9%
BLOG44.4%
FORUM51.1%
MICROBLOG1.4%
SOCIALNETWORKING
SITE3.1%
NEWS MEDIA SOCIALMEDIA
Media type
CHART 8CHART 7
16
Language breakdown
ENGLISH49.5%
MALAY34.8%
CHINESE11.5%
TAMIL4.2%
ENGLISH58.5%
MALAY35.1%
CHINESE6.4%
NEWS MEDIA
SOCIAL MEDIA
CHART 9
CHART 10
Trend analysisCHART 11
CHART 12
This chart shows the volume and favourability of articles analysed over the report period.
This chart shows the volume and net sentiment of online posts analysed over the report period.
NEWS MEDIA
SOCIAL MEDIA (SAMPLED POSTS)
Discussion related to speculation about Budget allocation, particularly in terms of a GST.
Discussion of opposition party reviews of the government’s Budget allocations.
17
THU 6 OCT FRI 7 OCTBUDGET DAY
SAT 8 OCT SUN 7 OCT MON 8 OCT TUE 9 OCT WED 10 OCT THU 11 OCT FRI 12 OCT0
100
200
40
50
60
VOL AVG FAV
VO
LU
ME
FA
VO
UR
AB
ILIT
Y
The media discussed the government’s “over-optimistic” target of 2012’s Budget deficit, and worrying debt levels in Malaysia.
The rakyat responded to various news articles, expressing their concerns about and expectations of the Budget.
The media focus shifted to implementation of the Budget, specifically the allocations to government ministries.
THU 6 OCT FRI 7 OCTBUDGET DAY
SAT 8 OCT SUN 7 OCT MON 8 OCT TUE 9 OCT WED 10 OCT THU 11 OCT FRI 12 OCT0
100
200
-60
0
60
VOL NET SENTIMENT
VO
LU
ME
NE
T S
EN
TIM
EN
T
Discussions continue about the government’s handouts, with suggestions that this was undertaken in order to win public votes in the upcoming election.
NEWS COMMENTATORS VOLAVG FAV
DATUK SERI NAJIB TUN RAZAK, MALAYSIA PRIME MINISTER
67 58.0
DATUK DR. AWANG ADEK HUSSEIN, DEPUTY FINANCE MINISTER
15 55.0
TAN SRI MUHYIDDIN YASSIN, MALAYSIA DEPUTY PRIME MINISTER
12 54.2
DATUK SERI LIOW TIONG LAI, MINISTER OF HEALTH 12 54.6
DATUK MUKHRIZ TUN MAHATHIR, DEPUTY MINISTER OF INTERNATIONAL TRADE & INDUSTRY
11 54.5
DATUK SERI ANWAR IBRAHIM, OPPOSITION LEADER 9 44.4
DATUK SERI DR. NG YEN YEN, MINISTER OF TOURISM 8 55.0
CHUA HAK BIN, BANK OF AMERICA MERRILL LYNCH ECONOMIST
8 46.9
TONY PUA, MEMBER OF PARLIAMENT FOR PETALING JAYA UTARA
8 45.6
DATUK SERI AHMAD HUSNI MOHAMAD HANADZLAH, SECOND MINISTER OF FINANCE
8 58.1
INFLUENCERS CHANNELS INFLUENCE SCORE VOL SENT-
IMENT
ROBERTNGOLOWYAT.NET FORUM– KOPITIAM 100 3 0
JOE_MAMAKLOWYAT.NET FORUM– KOPITIAM 100 2 -13
RYUNARUTOMIRI COMMUNITY FORUM – LOUNGE 90 2 0
FLAMING_LIONLOWYAT.NET FORUM– KOPITIAM 72 1 0
POLARISLOWYAT.NET FORUM– KOPITIAM 70 27 -8
RELAXJACKMIRI COMMUNITY FORUM – LOUNGE 65 2 -13
READZZALTWITTER – MALAYSIA 56 1 0
IDIN77TWITTER – MALAYSIA 51 1 0
THE BORNE POST
TWITTER – MALAYSIA 51 1 0
SALAHDIN
THE BURSA M’SIA FORUM – PERSONAL FINANCE
50 3 0
Commentators/influencers
TABLE 1 TABLE 2
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News media findings
FURTHER ANALYSIS FROM NEWS MEDIA
PUBLIC SECTOR IS SAT-ISFIED WITH THE
BUDGET89.3%
PUBLIC SECTOR IS NOT SATISFIED WITH THE
BUDGET10.7%
PRIVATE SEC-TOR IS SATIS-FIED WITH THE
BUDGET71.8%
PRIVATE SEC-TOR IS NOT SAT-ISFIED WITH THE
BUDGET28.2%
RAKYAT IS SAT-ISFIED WITH THE
BUDGET77.9%
RAKYAT IS NOT SATISFIED WITH
THE BUDGET22.1%
RAKYAT
PUBLIC SECTOR PRIVATE SECTOR
20
Stakeholder satisfaction
CHART 15
CHART 14
CHART 13
Leading media by language
LANGUAGE MEDIA OUTLETS AUDIENCE VOLUME AVERAGE FAVOURABILITY
ENGLISH
THE STAR ONLINE 674,424 89 53.8
YAHOO! MALAYSIA 60,630 58 53.3
MALAYSIAN INSIDER (ALTERNATIVE NEWS) 456,895 47 48.4
MALAY
UTUSAN MALAYSIA 41,413,162 71 54.1
UTUSAN ONLINE 407,925 58 56.1
HARAKAH DAILY (ALTERNATIVE NEWS) 349,027 20 42.3
CHINESE
SIN CHEW JIT POH 36,987,648 47 54.5
CHINA PRESS 18,870,540 38 52.6
TAMIL
MALAYSIA NANBAN 2,760,000 18 53.6
MAKKAI OSAI 52,000 13 54.6
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TABLE 3
Social 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?”
“
.
Social media metrics
STORY FOCUS ENGAGEMENT INFLUENCE REACH NET SENTIMENT
OVERALL ECONOMY54.4% 57% 66.5% -37.6
PRIVATE SECTOR51.9% 56% 66.6% -37.7
PUBLIC SECTOR49.4% 56% 60.8% -13.1
THE RAKYAT49.9% 54% 64.4% -13.8
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24
Top 10 channels
LOWYAT.NET FORUM - KOPITIAM
13.0% FREE MALAYSIA
TODAY10.5%
OTHERS42.6%
LOWYAT.NET FORUM - KOPITIAM
FREE MALAYSIA TODAY
MALAYSIAN MIRROR BLOG
LOWYAT.NET FORUM - FINANCE, BUSINESS & INVESTMENT
HORNBILL UNLEASHED
CARI CHINESE FORUM - LOCAL POLITICS
CARIGOLD FORUM - ISU SEMASA
DETIKDAILY.NET FORUM - POLITIK SEMASA
LIM KIT SIANG BLOG
CARI FORUM - ISU SEMASA (CURRENT ISSUES)
OTHERS
. CHART 16
Story line: 6 – 14 October 2011
6/10/2011 7/10/2011 8/10/2011 9/10/2011 10/10/2011 11/10/2011 12/10/2011 13/10/2011 14/10/20110
400
800
1200
1600
-100
-50
0
50
100
VOL NET SENTIMENT
VO
LUM
E
NE
T S
EN
TIM
EN
T
10 OCTOBER 2011 TOTAL MENTION: 417
The volume of mentions increased on this day, after the opposition party reviewed the Budget allocation by the government. Engagement from representatives from the government and the opposition party was apparent in discussion across forums and blogs on this day. Conversations suggested that the Budget distribution is inadequate to sustain Malaysia’s global economic growth, with wide coverage of claims that the Budget should cater to all levels of income groups.
7 OCTOBER 2011 TOTAL MENTION: 952
The online discussions spiked when the Budget was announced. Discussions related to Budget allocation, in particularly speculation about the introduction of a GST, and the implementation of the Budget. The online public perceived the 2012 Budget as a ploy by the government to gain electoral votes.
8 OCTOBER 2011 TOTAL MENTION: 691
Conversations continued to suggest that the Budget has failed to address a possible global recession. Budget 2012 was again described as perceived as tool for the government to win electoral votes. Middle-class citizens claimed they had received the least benefits from the Budget, and that finance aids were targeted only at lower income groups.
12 OCTOBER 2011 TOTAL MENTION: 325
Discussions continued to relate to the government’s cash handouts, again with claims that these handouts were allocated in order to win public votes in the upcoming election without consideration of the impact of the Budget on recession and low GDP growth.
CHART 17
.
25
26
04/10/11 05/10/11 06/10/11 07/10/11 08/10/11 09/10/11 10/10/11 11/10/11 12/10/11 13/10/11 14/10/110
150
300
450
600
NEW VOICES CUMULATIVE GROWTH
VO
LUM
E
04/10/11 05/10/11 06/10/11 07/10/11 08/10/11 09/10/11 10/10/11 11/10/11 12/10/11 13/10/11 14/10/110
25
50
75
100
NEW CHANNELS CUMULATIVE GROWTH
VO
LUM
EVoice growth & channel growth
CHANNEL GROWTH
VOICE GROWTH CHART 18
CHART 19
“
“
“
“
Top influencers13 OCTOBER 2011 01:11COMPARISONS 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/2068415
11 OCTOBER 2011 18:20But 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-scrutiny
11 OCTOBER 2011 3:38A 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 URL
Polaris Lowyat.NET Forum – Kopitiam
70 32 Negative http://forum.lowyat.net/user/Polaris
USER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URLHornbill Unleashed Blog 43 27 Negative http://hornbillunleashed.wordpress.com
USER CHANNEL INFLUENCE TOTAL POSTS SENTIMENT URLMalaysian Mirror Blog 43 24 Negative http://www.malaysianmirror.com/index.html
8 OCTOBER 2011 00:00This 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 URLFree Malaysia Today Blog 43 14 Negative http://www.freemalaysiatoday.com/
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> Given the wide concerns expressed about the economic
sustainability of the Budget proposals, the government could
consider more proactively communicating specific details about
the proposals to the public. This could include providing more
information about the development and implementation of the
projects, and addressing queries from the public in a timely
manner. This will help to boost public confidence about the
government’s accountability in delivering the promises made in
the Budget, especially in the current global economic climate.
> Although the Prime Minister and government ministers have an
undeniably strong presence in news media, opposition leaders
seem to be utilising social media more effectively to
communicate their messages. Government representatives are
still lacking a presence in forums and blogs, whereas opposition
leaders and members of the middle-class were active in these
areas. A greater government engagement in the social media
space is therefore encouraged.
> Future news and social media tracking should relate to the
implementation process and results of high-profile projects,
which are commonly the focus of media and public interest. This
would include financial aid offers for lower-income groups;
ministry funding of projects such as the new women’s and
children’s hospitals; upgrades of rural clinics; Kedai 1Malaysia;
the Langkawi tourism project; and upgrades for the Royal
Malaysian Police.
Conclusions
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ALL RIGHTS RESERVED.
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