NOT APATHETIC JUST BEING APPROPRIATE: SINGAPORE’S POLITICAL COMMUNICATION UNDER THE SCRUTINY OF SOCIAL MEDIA by Clarrie Si Qian Ng BA. The University of Washington (Bothell), 2014 A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS in THE FACULTY OF GRADUATE AND POSTDOCTORAL STUDIES (Asia Pacific Policy Studies) THE UNIVERSITY OF BRITISH COLUMBIA (Vancouver) April 2016 © Clarrie Si Qian Ng, 2016 Abstract Many have proclaimed that social media has changed Singapore’s political arena by empowering a range of new voices in the assumed apathetic nation. This thesis addresses two correlated questions: Are Singaporeans apathetic to “politics” in Singapore? How effective is the Singapore government’s social media strategies towards engaging with the citizens in the aftermath of the 2011 Singapore General Election? This thesis examines a few cases where Singaporeans contributed to a wide range of political expressions such as activism work and alternative news sites through social media which changed the power structure that Singapore has. Additionally, the Singapore government’s social media strategies to promote policy and party’s image has shown certain effectiveness in gaining traction. This thesis also observes the Singapore government’s attempt to increase their social media presence and engagement to reach out to its people even in the midst of curbing expression and extending their patriarchal control. Conclusively, this thesis analyses the Facebook interactions amongst the political candidates in the 2015 Singapore General Election to establish the connection that social media interaction between the candidates and the citizens is imperative and in due course affects the vote count and the traction they get with the citizens. ii Preface This thesis is an original, unpublished, independent work by the author, Clarrie Si Qian. iii Table of Contents Abstract .............................................................................................................................. ii Preface ............................................................................................................................... iii List of Tables .................................................................................................................... vi List of Figures .................................................................................................................. vii Acknowledgements ........................................................................................................ viii Dedication ......................................................................................................................... ix Chapter 1: Introduction ................................................................................................... 1 1.1 Singapore’s Political History ............................................................................... 3 1.2 Singapore’s Changing Mediascape ...................................................................... 4 1.3 Thesis Overview: Why is it Important? ............................................................... 6 Chapter 2: Singaporeans’ Voices on Social Media ........................................................ 9 2.1 Activism and Social issues...................................................................................... 10 2.2 Political Expression: Blogging and Alternative News ........................................... 15 2.3 Translation of Effects: Not Apathetic Just Being Appropriate ............................... 20 Chapter 3: Singapore Government’s Social Media Strategies ................................... 22 3.1 Engaging with the public: Online Profiles .............................................................. 24 3.1.2 Sudoku C++ Programming Facebook post ...................................................... 25 3.1.1 Facebook Q&A Live Session........................................................................... 26 3.2 Promoting New Policies with YouTube ................................................................. 28 3.3 Translation of Effects: Navigating the 5th Estate ................................................... 32 iv Chapter 4: Social Media Effects on 2015 General Election ........................................ 33 4.1 The 2011 Social Media Election: A Sharp Turning Point ...................................... 33 4.1.1 The ‘Nicole Seah’ effect .................................................................................. 34 4.1.2 The loss of Aljunied – ‘You have 5 years to live and repent’ ......................... 35 4.2 Hypothesis, Method, and Results............................................................................ 36 4.2.1 Method ............................................................................................................. 36 4.2.2 Results .............................................................................................................. 37 4.3 Translation of Effects: The Hare Did Not take a Nap ............................................ 41 Chapter 5: Conclusion .................................................................................................... 43 Bibliography .................................................................................................................... 45 Appendices ....................................................................................................................... 48 Appendix A: Singapore’s Political & Communication History 1965 to 2015 ............. 48 v List of Tables Table 1 Top three areas with smallest marginal difference in total vote majority ........... 37 Table 2 Top three areas with the largest marginal difference in total vote majority ........ 37 vi List of Figures Figure 1 Screenshots of 4 videos created for the Pink Dot SG event from 2011- 2014 ... 11 Figure 2 A picture posted by Jaxe Pan that went viral on Facebook ................................ 15 Figure 3 Screenshots of two comedic characters played by mrbrown on Youtube .......... 17 Figure 4 Screenshot taken from mrBrown’s blog post on #underhappy .......................... 19 Figure 5 Internet Activities by Age Group ....................................................................... 22 Figure 6 Lee Hsien Loong’s Sudoku Solver Facebook post............................................. 25 Figure 7 Mark Zuckerberg's Facebook Post on Lee Hsien Loong's arrival ...................... 26 Figure 8 Facebook Q&A Live post by Singapore’s Prime Minister, Lee Hsien Loong ... 27 Figure 9 Lee Hsien Loong's Facebook House Rules ........................................................ 28 Figure 10 PG package promotion video in Cantonese, Teochew and Hokkien ............... 30 Figure 11 PG package promotion video in Malay & Tamil ............................................. 30 Figure 12 A sample shot of the PG package benefits stated in all the music videos ........ 30 Figure 13 Selected Candidates’ Total Posts & Total Likes (Campaign Period) ............... 38 Figure 14 Selected Candidates’ Total Posts & Total Comments (Campaign Period) ...... 39 Figure 15 Selected Candidates’ Total Posts & Total Shares (Campaign Period) ............. 40 vii Acknowledgements Firstly, I would like to express my sincere gratitude to my supervisor Dr. Kai Ostwald for the continuous support of my master’s study and related research, for his patience, motivation, and immense knowledge. His guidance helped me in the time of research and writing of this thesis. I could not have imagined having a better advisor and mentor for my master’s thesis. Besides my advisor, I would like to thank Dr. Julian Dierkes, Dr. Paul Evans and Dr. Cesi Cruz for their insightful comments and encouragement along the way as I pursued my master’s degree. I would also like to sincerely thank my undergraduate mentor - Dr. Kristin Gustafson, who has constantly guided me and gave me immense encouragement to pursue my research interest in media and politics even after my undergraduate studies. I thank the people I’ve met at UBC for the stimulating discussions, for the sleepless nights working together before deadlines, and for all the fun we have had in the 2 years. I am immensely grateful to Lotus Ruan and Rebecca Yang for handling my breakdowns and giving me incredible support throughout my higher education years. I would like to specially thank my champion (you know who you are) for patiently editing my paper. I would not have been able to complete it without you by my side supporting me. Last but not the least, I would like to thank my family: my precious Mummykins, my adorable little sister and uncle Sunny for being the greatest support system I could ever have. I would not have been able to carry all this out without their endearing support. viii Dedication “In a mad world, only the mad are sane.” To my little champion – forever and always ix Chapter 1: Introduction ‘All I aim to do is to persuade you that the Singapore’s government’s position is not irrational – that we seek no quarrel with the foreign press when we require them to remember they are observers, not participants, in Singapore’s politics.’ – Excerpt of an address by Prime Minister Mr. Lee Kuan Yew to the American Society of Newspaper Editors on Thursday, 14 April 1988, in Washington D.C Observers, not participants, in Singapore’s politics – The foreign press are not the only one that are observers. Singaporeans who do not have an official role in politics are often