“Malu Apa, Bossku?” In 2019 Najib Razak rebuilt his tattered political reputation with this deceptively simple 3-word catchphrase. Why did it work? On this episode of Consider This, Melisa Idris speaks to researcher Dr Benjamin Loh, Senior Lecturer at the School of Media & Communication at Taylor’s University. He is the lead author of a recently published journal article titled: ‘Shame and Shamelessness: Changing Discourses in Najib Razak’s Social Media Campaign’.