NOVEMBER 3 — In a recent government press conference held to launch the Visit Malaysia 2026 campaign, a question about national language use quickly transformed into a national conversation about leadership, media rights, and cultural identity. When a journalist inquired about the absence of Bahasa Melayu in the campaign’s official slogan “I LITE U”, the Minister of Housing and Local Government responded not with thoughtful clarification, but with apparent irritation, even remarking that he would contact the reporter’s editor.

The core of this incident may appear minor to some, a heated moment during a press event. But within it lies a larger, more troubling pattern: when those in power resort to dismissiveness, defensiveness, or veiled threats against journalists simply doing their job, it sets a dangerous tone for press freedom and democratic discourse.

Media accountability is not a political inconvenience

The role of the media in a functioning democracy is not ornamental, it is foundational. A journalist who raises questions about national campaigns, public funds, or constitutional language duties is not seeking controversy, but accountability. The press is not there to flatter ministers, but to serve as the people’s proxy in holding authority to account.

The idea that a senior minister would belittle a journalist’s question and suggest internal disciplinary recourse reflects a failure to grasp or respect the basic dynamics of public accountability. Public servants are meant to answer to the public, and the media is the bridge that facilitates that dialogue. A leader’s discomfort with scrutiny is not an excuse to shut down that bridge.

Bahasa Melayu and the Federal Constitution

This is not merely a question of marketing or branding, it is a question of principle and constitutional duty. Under Article 152 of the Federal Constitution, Bahasa Melayu is the national language of Malaysia. While English can and should be used for global outreach; especially in tourism, that does not mean Bahasa Melayu should be absent or sidelined in an official campaign of national significance.

The use of a vague and grammatically ambiguous slogan such as “I LITE U” which fails to communicate Malaysia’s character or values but raises legitimate concerns. Why has a taxpayer-funded national campaign abandoned one of the most fundamental markers of national identity: its language?

While it is true that global tourism often demands multilingual outreach including the use of English, this should never come at the expense of sidelining the very language that binds Malaysians together. Bahasa Melayu must be visible, respected, and represented in every major national initiative, particularly one that presents Malaysia to the world.

It is especially disheartening when such marginalisation comes not from outsiders, but from Malaysians themselves. There is nothing more embarrassing than seeing members of our own political and administrative leadership appear to discard or downplay our national language on the global stage. Ironically, at the same time, many foreign tourists are increasingly curious about and eager to learn Bahasa Melayu. Numerous visitors have remarked that Malay is one of the easiest languages to pick up due to its simplicity; particularly because it does not rely on complex tenses, conjugations, or gendered grammar like many other global languages.

This growing appreciation for our language abroad stands in stark contrast to the apparent lack of confidence some local leaders show in using and promoting it. The implication is troubling: if we ourselves are not proud of our language, how can we expect others to respect it?

To frame this issue as one of “international marketability” is a deflection. Countries such as Japan, Korea, and France proudly use their own languages in tourism campaigns while still remaining globally attractive. Malaysia’s charm lies not in mimicking others, but in embracing and showcasing its own cultural authenticity.

A pattern of shrinking media space?

The broader concern here is not just about one minister’s dismissive tone, but the implications it carries for press freedom. When politicians imply, they can or will call editors over unfavourable or uncomfortable questions, it sends a chilling message to journalists across the country: tread carefully or risk reprisal.

Malaysia has experienced a long and complex relationship with press freedom. Although progress has been made in recent years, the ghosts of restrictive legislation like the Printing Presses and Publications Act 1984 (PPPA) and the Communications and Multimedia Act 1998 (CMA) still linger. These laws, while ostensibly meant for regulation, have historically been used to intimidate, censor, or curtail independent journalism.

Many forget journalists are not enemies of the government. Nor are they tools of the state. They are the eyes and ears of the people. In any functioning democracy, difficult questions from the press are not an attack, they are a reflection of a healthy system. Ministers and political leaders must learn to distinguish between constructive criticism and malicious intent. A journalist raising questions about the national language in a publicly funded campaign is not trying to embarrass the government yet, they are seeking to understand policy decisions that directly relate to national identity. The response, therefore, should reflect statesmanship, not tension or defensiveness.

Against this backdrop, even minor acts of antagonism from political leaders must be viewed with seriousness. Because in media environments where legal and political pressure already exists, tone and intent matter. The erosion of press freedom often starts not with bans, but with disrespect — not with laws, but with a shrug.

Tourists come for culture, not clever slogans

At the heart of the Visit Malaysia 2026 campaign lies a paradox. The intention, presumably, is to attract global travellers. Yet what makes Malaysia attractive to the world is not linguistic mimicry or catchy acronyms, but the very things that define us, our multicultural vibrancy, linguistic richness, and warm hospitality.

A tourist may not speak Malay, but they can appreciate it. They may not understand the meaning of every traditional phrase or proverb, but they will remember the sincerity behind them. Culture is not a barrier it is a gateway.

In marketing Malaysia to the world, we must first be honest about who we are. Language is not just a medium; it is a message. And to omit Bahasa Melayu from our national messaging is to communicate, intentionally or not, that we see little value in our own voice.

A better way forward

In light of this recent controversy, several key steps must be taken:

1.    Government leaders must reaffirm their respect for media freedoms. This includes the right of journalists to ask uncomfortable questions without fear of ridicule or professional repercussions. If media engagement is treated as a performance rather than a democratic obligation, public trust will continue to erode.

2.    Public campaigns must reflect the constitutional status of Bahasa Melayu. While dual-language strategies can and should be employed in tourism, Bahasa Melayu must not be treated as an optional ornament. It is, by law and spirit, a national foundation.

3.    Ministers must model openness, not deflection. There is nothing wrong with being asked tough questions. The public does not expect perfection, they expect honesty, transparency, and humility. A short apology or clarification would have sufficed, and shown strength rather than weakness.

4.    Journalists must continue doing what they do best: asking. The role of the media is more critical than ever, especially in an era where image often takes precedence over integrity. The public depends on the press not to echo press releases, but to challenge narratives and verify claims.

Leadership means listening

In the end, Malaysia is on the cusp of redefining its global identity. With Visit Malaysia 2026 on the horizon, we have an opportunity not only to invite the world in but to reintroduce ourselves with confidence and authenticity.

But confidence does not mean avoiding scrutiny. National pride does not mean silencing dissent. If our leaders cannot tolerate a single question about language in a press event, how will they navigate the deeper complexities of governance?

When a minister dismisses a journalist, it is not just the press that is being disregarded, it is the very people they represent. And in any democracy worth defending, that is one line that should never be crossed.

* Dr. Azian Muhamad Adzmi is an assistant professor in the Media and Communication Department at KIMEP University, Republic of Kazakhstan

** This is the personal opinion of the writer or publication and does not necessarily represent the views of Malay Mail.