“Malu Apa Bossku” has become a signature catchphrase of Najib Razak. His first usage of that tagline was when he visited his supporters at meet-and-greet event in Shah Alam.
The phrase quickly becomes a trend in the social media. Some uses it to support Najib, while others are sarcastically using the phrase to poke fun at the former premier. Besides, there also people saying “bossku” just because the word is trending.
In Twitter, “Malu Apa Bossku” tagline was widely uses by the netizens. From the statistic, there are 1186 original tweets that are related to the tagline for the period of 3 to 11 February 2019. This indicate that there is a considerable high amount of original content related to the catchphrase.
Next, we look into the network of the topic “malu apa bossku”. The network consists of three significant clusters that are widely separated. The huge gap among the clusters indicate that each group are discussing on different angle of the tagline “malu apa bossku”.
The biggest cluster in the network is the pink group (67.14%) with influencer @amirulhakimlok. The account is owned by TV3 newscaster Amirulhakim Lokman. He tweeted a video of a correspondent singing prior to reporting on the local music award show, Anugerah Juara Lagu. He uses “malu apa bossku” as description to his tweet.
Following is the green group which is the closest to the pink group. The green group took up 8.31% of the whole network. Again, this group is also related to Anugerah Juara Lagu. A video capturing the award show host making a joke with the tagline was spread through the influencer @andytelasai.
Additionally, the blue cluster (5.06%) consist of influencer @Twt_UniKolej. He listed down the current viral trend, “malu apa bossku” placed at number one.
Overall, the tagline “malu apa bossku” has been widely use by the netizens and they are not necessarily linked with politics. It has become a viral trend and the usage of the word can be perceived as poking fun at Najib Razak.