Malaysian Deputy Prime Minister Najib Tun Razak is gearing up to succeed Badawi after being given the Finance Minister’s post by his boss. As part of this attempt at ascension Najib has taken to setting up a website called 1Malaysia.
Go there and you will see a videocast of Najib explaining why he’s on the web. But while the technology is pretty savvy, the techniques are rather primitive. The result is more a turnoff rather than a persuasive piece of communication.
- The video is too long at about 13 minutes. People on the Net do not have that kind of patience unless it is riveting stuff and watching Najib is anything but riveting.
- The delivery lacks authenticity. The phrasing, the eye contact and the body language speaks of nervousness and something contrived. Najib needs a very good coach if he is to get anywhere near to credibility
- Najib failed to realize that the medium is the message. The Web 2.0 is about conversations, not about making speeches that patronize the audience. Conversations mean you engage the audience with an engaging point of view. You take Ali G’s advice of being “real” rather than be a stuffed suit isguised in an open shirt and expect people to believe you.
- On the Web, grit is good; polish is bad. Obviously some overpaid producer, speechwriter and director have been scripting and choreographing Najib’s appearance from the Putra Jaya backdrop to the change in camera angles as he changes tack in his televised speech. They even went to the trouble of trying to make it look a bit homemade with flaring from the backdrop (or is it just incompetence?). Well, that don’t work because the polish squeaks of contrivance. Najib could have saved a lot of money by getting just a cheap video camera and asking a friend to shoot him, but he would still need some authenticity, which he doesn’t have.
The thing the Internet is that it makes everything so transparent so people like najib shoudl think twice before choosing to venture online. In a medium of complete transparency what becomes obvious very quickly is whether the person has the “right stuff” or they don’t. Do they have a personality? Are they likeable? Do they have something to say that they are passionate in, or are they just uttering what they think are the right words? In this case the Pretender to the Throne is stark naked and not looking pretty.
Makes you wonder who advises guys like Najib and why Najib, a close to but not complete imbecile, chooses to believe them. If not for the fact that he had a father who was Prime Minister and for the incestous Umno system that inbreeds its leadership, he would not be where he is., not even close.
For an entertaining and another reviw of Najib’s performance go here.