UMNO's KJ said that such campaigns are a leader's legacy or mark he wishes to leave behind once his reign ends. (which he failed to elaborate how the chair is vacated, either voluntarily or kicked out by their own members).
The legitimately elected last Prime Minister, AAB signature or lack of it was Islam Hadhari or according to Wikipedia, "Civilizational Islam" is a theory of government based on the principles of Islam as derived from the Qur'an. It was originally founded by Tunku Abdul Rahman in 1957 (but under a different name and has been promoted by the former Malaysian Prime Minister Abdullah Ahmad Badawi)...
To have been ungracefully forced out might be interpreted as the policy/campaign principle deviated from the true path or it was on the true path but made the warlords in the party uncomfortable. Anyway, it was more politics (the dismal GE12 election performance) than religion that got him kicked out ungracefully which is not something alien in UMNO since in 1969, our Bapa Malaysia was also ungracefully kicked out. So much about respecting the elders or preserving the adat and tradition that the race is so fond of reminding others that make them different from the rest of us. But then if you believe in Hang Tuah, you'd also believe how they dispose fellows who are not with them right?
So 1Malaysia seeking to be legitimately elected by the people as the Prime Minister (which is somewhat a 1969 deja vu which may be a coincidence or fate like his dad who also descended to the no 1 throne for not having led and won an election) has his own brand ala campaign to leave a legacy for BolehLand folks to remember once he hands over the premiership (whatever tradition UMNO adopts) to the next fellow.
The legacy the present leader is working so hard to leave behind is synonymous with the digit '1', its prime position at the start was at first, in front led by the master brand mould, 1Malaysia. This 1Malaysia policy or concept is rather tricky to put one's finger on what the definitive meaning or connotation is. It's an oxymoron not to be confused with a moron having an ox brain who can't decide what the label he devised actually or really means.
This 1Malaysia policy seems to be only known to the BN fellos and the GLCs and civil servants, eh? Though opponents to the brand don't really seem to make out what it means.
If it's about celebrating diversity under 1 entity... Ok let's just leave it to the creator to really know what it really means while the rest of us just take it in good faith it is supposed to reflect the reality that we are all experiencing in BolehLand or the dream it should be as what the policy is supposed to mean...
Gosh, wikipedia is probably having a really difficult time putting a finger on what this 1Malaysia policy really means given the contradictions it finds this policy seem to be embroiled in since it was first conceptualised. But the easiest way to know it's a 1Malaysia thingy is when you use the correct digit finger to signify it is or has something to do with 1Malaysia. Any other fingering symbolism is just bastardising it or plain rude right?
But this 1Malaysia concept, policy, philosophy, brand, label, etc is nevertheless very pervasive in BolehLand's landscape at least visually and in the audible sense. Look left, right, up, down, even if you shut your eyes, you can't help to see that iconic '1' and the greeting of 'salam 1malaysia'. And this '1' fingering is like a must in any group photoshoot. So if you show the correct finger sign and ask any BolehLand folks, the legal ones of course, what it means and if the first utterance is not 1Malaysia, then you can be admonished that you for not being a Malaysian first or even grateful to and respect its leaders, yes?
Since the iconic '1' was first introduced on terra cotta as well as cyberspace about three years ago, now three years or so on, the 1 has shifted its position but not its symbolic importance or reminder of whose brand it belongs to right. The brand legacy currently dotting BolehLand landscape and business logo are:
Don't forget there is 1MCA, 1MIC, 1Gerakan, 1PPP and the rest of the coalition partners with their '1'Party name. Every GLC has also gotten into this 1 game with 1 being placed in front, though one has an advantage of having the privilege to not use it in front but after the letter C? which sends a powerful message that blood is definitely thicker than sky juice right?
The latest 1label is mulling setting up the 1Malaysia Corps – an ambitious effort to group all youth associations and volunteer entities such as Rela, Civil Defence Department and Rakan Muda.
The uninitiated may wonder why there need to have a '1' in front or embedded in any programme or project name, if it is meant for everyone irrespective of colour, belief or whatever. The '1' rather than to narrow the difference gap is an ironic iconic reminder of the distinct differences being preserved and how it compartmentalise us right? The '1' schemes are supposed to melt or disregard such distinction and everyone is given 'fair' and 'just treatment' like the BR1M and BB1M as examples. By having the '1' in the project it is reminding us of the 'divide and rule' that we like to perpetuate and we will meet everyone half way when you walk into or use the services of any programme or project that has a '1' in its name.
We use to in the past, to just walk into any government clinic or hospital and get treatment. Now we need to rebrand it as 1Hospital, 1Clinic and what other 1 have you so that you can get treatment irrespective your colour, belief and what not huh?
When gotong royong was done, we didn't need a '1'whatever so that all come together in the spirit of volunteerism, charity and humanity. Now if there is a '1' missing are we saying it does not reflect who we are or have been?
Don't get this author wrong that the schemes have no merits or benefitial to the intended recipients. Kudos to these schemes which the government of the day is duty bound to do especially when the government claims to be drawing example from the Holy Prophet too, right? The issue is the obsession to live out our animal instinct behaviour of putting one's 'identity' scent and 'shioksendiri' label in these projects. Where's the sincerity, where's the humility?
All this need for the iconic little sons and daughters '1' to be drawn from this mother of all '1Malaysia' icon, rather than trying to strip away our differences and distinction are rather reminders of to use KJ's term in the debate 'silo' mentality and distinction that the government is trying to perpetuate huh?
Why is there a need to use the '1' for a poverty eradication programme as if we ordinary folks use the race lens to help reduce poverty in our own midst?
The strongest argument that the iconic '1' is a divide and rule reminder or rather some have more rights or privileges over others is that it is considered taboo and even seditious to even think of say labelling it '1NEP or 1DEB'? If this policy was to eradicate poverty, shouldn't it be politically correct to call it 1NEM now huh? Try and figure this '1' out then if we are all convinced what 1Malaysia policy is all about what the creator thinks it is?
We are all consumers and we know that brands we pick come and go and the emotive relationship may grow or fade or extinguish, that depending if the brand delivers on its promise. So too all those brand campaigns that our leaders come up with. Remember Tony Blair's 'New Deal' and where it landed him and his party? Closer to home remember the 'Saya Yang Menurut Perintah' or 'Bersih, Cekap, Amanah' campaign and sloganeering?
Just Malaysia can ah?
That's why some see the cult of '1' in form than in substance given the contradictions in our political, religious, race, language, customs and even business environment and the leaders handling of issues in each respective environment.
There are many ways to leave one's mark and legacy. In BolehLand, it has now become very cult like and almost everyone wanting to be seen in the good books are parroting it. Blame it on the addiction of needing expensive public relations teams?
Think the paranoid over the '1' thingy a fantasy? Ask those in a group photoshoot if they don't feel like showing the politically correct finger or greet 'Salam Malaysia' than the politically correct one what they will be labelled as?
With so many schemes and projects piggy backing on the main 1Malaysia iconic symbolism, that's about the one legacy we all probably remember, likely 1 too many to leave a permanent legacy, when the '1' is overtaken by another sloganeering campaign by the next leader in waiting no?
Some will say it's not 1Malaysia policy that is the main over arching policy, but the 'People first, performance now' tagline. And our reaction is probably, a cynical 'Huh" you mean there's a same-same gender policy?
If we all seem to know what 1Malaysia policy is all about then these following '1' label must equally be correct too; 1TollUPay Fare; 1FairTax Scheme; 1Fixed House Price;1Merit Scholarship and so on huh?
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