Digital Media in Singapore

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Singapore is officially known as the Republic of Singapore, is a city-state island country off the southern tip of the Malay Peninsula. The country is currently the fourth leading financial centre and a cosmopolitan world city, playing a key role in internal trade and finance. The port of Singapore is one of the five busiest ports in the world. The economy depends heavily on exports and refining imported goods, especially in manufacturing while Most of the employment in Singapore is in the service sector, which employed around 2,151,400 people out of a total of 3,102,500 jobs as of December 2010.

Singapore Digital Media Infographics


Digital Literacy



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With a total population of 5 million in 2011, Singapore has more than 3.37 million internet users. The country has more broadband accounts than homes with the broadband penetration rate at 148.9% in 2009, representing more than 5.96 million subscriptions With a total population of 5 million in 2011,

Singapore has more than 3.37 million internet users. Singapore has more broadband accounts than homes.

According to data from IDA [1]

Residential Wired Broadband Household Penetration Rate is at 104.5% Wireless Broadband Population Penetration Rate is at 144.2%

Singapore's growth of internet users is quite remarkable when compared to other countries in the South East Asian region [2]


And that number is set to grow to 77.2% by end of 2011 [3]

Singapore is ranked number 5 (in February 2010) in terms of Social Networking penetration. [4]

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User Behavior


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Online Advertisement

Online advertisement spending in 2009 was estimated at US$16 million and is expected to increase slightly to $17 million in 2010. By 2010, online advertisement spending is expected to reach US$19 million. Digital is expected to represent 20% of Singapore’s overall marketing spending by 2020. However, less than one fifth of Singaporeans say that online marketing has increased their interest in a particular brand, while 24% say it has not impacted their interest levels at all. Nearly half of online Singaporeans do not trust pop-ups and pop-unders. Online took up an estimated 6% of overall advertisement budget in 2009.


In 2010 Singapore's online shopping landscape hit S$1.1 billion and is set to hit S$4.4 billion in the next 4 years, according to research done by PayPal.

Those over the age of 18 (1.2 million online shoppers) spent an average of S$1492 each. Two thirds of this expenditure were from middle income households with personal incomes above S$4000.

Of those Singaporeans who do shop on international retail sites, 61% shop mainly at US sites. Singaporeans who visited in an online travel site increased by 44% from 2009 to 2010: their age ranges between 25 – 44.


Given the country’s sound financial sector and reputation as a safe haven, Singapore is set to become a regional hub for e-commerce. The government drew up a ten-year master plan, Information and Communication Technology 21 (ICT21), in 2000 to position Singapore in the new electronic world as a global capital of information and communication technology by 2010. ICT21 will build on the achievements of IT 2000, the existing information-technology (IT) blueprint, and Singapore ONE, a broadband initiative that had facilitated the implementation of a nationwide broadband network. [5]

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Statistics from Media Monitor Survey

The survey was conducted by Media Monitor from 15 June to 9 July 2010. A total of 378 media and public relation (PR) professionals from Singapore and Malaysia participated in the survey.

Percentage of Singapore and Malaysia Media Professionals Using the Platform

From the survey, it is found that most media professionals from Singapore and Malaysia are working across multiple platforms with the average of 2 platforms per professional. Print and online are the two most commonly used platforms.

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Influence Level of Each Platform Rated by Singapore PR Professionals

Media and PR professionals from Singapore also rated how much they think the platforms are influential. In general, Singapore professionals prefer to use traditional media over online and social media.

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Moreover, media and PR professionals from Singapore think that traditional media offers

  • better quality of analysis and opinion (64% rated ‘better than’ social media)
  • perceived to be more balanced and unbiased (57% said ‘better than’ social media)

Therefore, they concluded that Singapore respondents currently hold a mixed view about the watch-dog role of social media.

Survey on Singaporean Youth by Synovate

This is the Singapore results of its Young Asians 2010 survey, released by Synovate, one of the leading global research agencies.

Personal and household ownership of products

  • Singaporean youth has the highest ownership of smart phone (22%), followed by China (19%) and Hong Kong (16%).
  • Youth in Singapore also have the highest laptop ownership at 47%, above the regional average of 18%.
  • In terms of household ownership, Singaporean youth own the most devices, 9.4 units out of 17 devices, compared to the regional average of 6.2.
  • Singaporean youth own the most TV game console at home (41%) compared to 16% across Asia.

Online social activities in the past seven days among Internet users

  • Sixty-eight percent of youth in Singapore are engaged with social networking, their top online social activities.
  • Forty-three percent of Singaporean youth blog. Thirty-six percent read a blog without making comments, while one in five (21%) write their own blog.
  • Twenty-eight percent of youth in Singapore participate in forums or discussion groups.
  • Singaporean youth is the third group across Asia in getting involved in products/services ratings or reviews online (22%).


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AdMob Mobile Metrics Report

AdMob serves ads for more than 15,000 mobile Web sites and applications around the world. AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad matching in its network. This report offers a snapshot of its data to provide insight into trends in the mobile ecosystem in Singapore.

Top Devices, December 2009

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Top Smartphones, December 2009

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Digital Media Tools


A blog (a spin of the term web log) is a form of website or a portion of a website. Blogs are usually perpetuated by individuals who post regular entries which may consist of personal comments, simple story-telling or other audio, visual and graphical content. Entries are usually displayed in reverse-chronological order, with the most recent entries being shown first. The term “blog” can also be used as a verb, meaning to manage or post content on a blog. Most blogs are interactive, allowing visitors to comment and even message one another via the implementation of chat box widgets such as Cbox. Hence, it is this interactive function that makes blogs unique as compared to static websites.

Most blogs focus their content on a particular topic, with others functioning simply as personal web diaries for users. A typical blog contains text, images, and links to other blogs, Web pages, and other media related to its topic. In Singapore, popular blog services include Blogger (Blogspot), Wordpress, Xanga and LiveJournal, with the majority of local bloggers using Blogspot. This could be due to the convenience offered by Blogspot due to its affiliation with Gmail, whereby Gmail users can simply log into Blogspot using their Gmail accounts.

Popular Food blogs

The following are the best 5 food blogs in Singapore (out of 1,500 blog registrations) determined by over 160,000 votes in Singapore Blog Awards 2011.

Blog Description
Gourmete Storie A blog on Justin Daniel’s gastronomic journey
Cuisine Paradise Fast fabulous and fulfilling meals using minimum ingredients.
Daniel’s Food Diary A humble food diary by Daniel Ang.
Camemberu Sometimes there’s nothing more thrilling than the discovery of good food.
Snap Eat Love A photographers culinary adventure!

Popular Teen Blogs

The following are the best 5 teen blogs in Singapore (out of 1,500 blog registrations) determined by over 160,000 votes in this year’s Singapore Blog Awards 2011.

Blog Description
Kristenhan My name is Kirsten. My blog, funny little world, allows me to at least attempt to make sense of things. I blog about all sorts, from social justice to the media to photographs of my travels.
Little Nini Just a simple comic blog done by a girl who likes to spend her mediocre life in a tiny island doodling all the stupid and cranky stuff.
Yikai I am a student studying in an Chinese Independent High School in Malaysia. I blog about high school life, parties, my idol, friends and things which I adore. I blog about my trip when I go travelling.
Jingwei I started drawing in Jan 2011, and due to my passion for comics and science fiction, I started a blog to showcase my comics, which are usually humorous reactions to life events or inspired by media.
Joanna I am ordinary. Just living a wee bit extraordinary life. Because my life is about spending time and doing things with the people i love. Not just I ME MYSELF.

Popular Lifestyle Blogs

The following are the best 5 lifestyle blogs in Singapore (out of 1,500 blog registrations) determined by over 160,000 votes in Singapore Blog Awards 2011.

Blog Description
Bing Suburban lifestyle. Cranky expat wife. Naggy and fussy. Likes giraffes. Oh, and shooting them. Never boring.
Adine We're 3 girls who can’t get enough of the good stuff in life. Everything in Penny's Daybook is literally & pictorially crafted with care for our smart and spirited readers with diverse interests!
Estelle Kiora White collar hard worker who can walk and talk at 80 km/h, yet prefers to stop and smell the roses. Sometimes to take pictures.
Olivia Choong Social Intercourse is all about my inane dialogue with life, love, and people. Where I mull over relationships, events, drinks, sometimes food, and to a lesser extent - parties (no thinking required)!
Emilee I have a creative life. Searching for treasures around the world.

Popular Photo Blogs

The following are the best 5 photo blogs in Singapore (out of 1,500 blog registrations) determined by over 160,000 votes in Singapore Blog Awards 2011.

Blog Description
Jerome Lim One told that it was my destiny to wander through life, I reflect on my wanderings, capturing memories of experiences, people, places and events along life's long and winding road.
RediscoverSG Crew chronicles the adventures of a group of young Singaporean dreamers as they traipse around their island home, wandering the streets and doing little things.
Hendra Lauw A father of one, a husband of one and a photographer. This blog is my humble attempt to document life through my lens, to share and to continue learning.
Fong Yee Leong I didn't attend any course on photography, but i start to enjoy snapping every beautiful life moment since end 2008. Thus, i walk, i snap, i blog.
kianhong A travel & photography blog

Micro Blogging

Micro blogging is a broadcasting channel which comes in the form of blogging. A micro blog is different from a conventional blog in that its content is generally smaller in both actual and aggregate file size. Micro blogs "allow users to exchange small elements of content such as short sentences, individual images, or video links".

As with traditional blogging, micro bloggers post on a variety of subjects. This may range from the simple "what I'm doing right now" everyday posts to the topical such as "sports cars." Micro blogs also exist commercially, to promote websites, services and/or products, and to encourage interaction within an organization.

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Some micro blogging services offer options such as privacy settings, which allow users to determine who can access their micro blogs, or alternative methods of posting entries other than the online interface. These may include text messaging, instant messaging, E-mail, or digital audio. In Singapore, Twitter is currently the most prominent micro blogging service with the most number of users.

Popular Digital Media Blogs

These are the recommended Singapore Digital Media microblogs.

Twitter Account Description
Michael Netzley (@communicateasia) Dr. Michael Netzley’s is a professor teaching Digital media across asia in Singapore Management University. He had great opinions on happenings in all parts of Asia and a regular contributor to Singapore Digital Media World.
Nizam (@omgzam) Nizam is perhaps the newest and maybe the youngest blogger in the social media scene in Singapore. Nizam is serving the nation right now and he is starting to create an impact on the corporate world.
Penn Olson (@pennolson) Penn Olson is one of the most recognisable name in digital media blogs in Singapore. Penn Olson is the brainchild of two SMU students, Willis and Sarah started Penn Olson and have managed to hook a global audience to read about the latest in digital and social trends.
Dorothy Poon (@summerisque) Singapore committee member, Dorothy provides a keen research point of view, coming from Brandtology. It’s great to be doing all sorts of social media stuff but it’s another entirely to measure the effects of said activities. Look no further than Dorothy for knowledge of how to implement an end-to-end strategy.


Social Networking Sites

A social network service is an online service, platform, or site that centralizes on the creation and presentation of social networks or social relations among individuals, e.g., who have common interests and/or participate in similar activities. A social network service essentially consists of an embodiment of each user (often a profile), his/her social connections, and a variety of additional services. Most social network services are internet based, and offer ways for users to connect with one another over the internet, such as e-mail and instant messaging. Although online community services are sometimes regarded as a social network service, in a broader sense, a social network service generally refers to an individual-centred service, as compared to online community services which are largely group-centred. Social networking sites enable individuals to exchange ideas, activities, events, and hobbies within their networks.

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Primary types of social networking services include those which contain category places (such as former school year or classmates), ways to connect with friends (usually with self-description pages) and a suggestion system based on credibility. Popular methods now integrate many of these, with Facebook and Twitter being used worldwide, while MySpace and LinkedIn are more popular in North America. In Singapore’s context, Facebook is currently the most popular social networking service, having long since replaced the once popular Friendster.

Bulletin Board Systems (BBS) / Forums

A Bulletin Board System, or BBS, is a computer system running software that allows users to connect and log in to the system using a terminal program. Once logged in, a user will have access to functions such as uploading and downloading software and data, reading news and bulletins, and communicating with other users, either through email or on public message boards. Many BBSes also offer web-based games, in which users can challenge one another for which, BBSes with multiple phone lines often offer chat rooms, allowing users to interact with each other.

As the use of the Internet became more popular in the mid to late 1990s, traditional BBSes rapidly faded in popularity. Today, Internet forums take up much of the same social and technological room as BBSes did, hence the term BBS is now used to refer to any online forum or message board.

An Internet forum, or message board, is a web-based discussion site where user can converse with one another in the form of posted messages. They are different from chat rooms in that messages temporarily stored in archives. Also, depending on the level of access that a user has and/or the forum structure, a posted message subjected is to administrator approval before it can be seen by other users.

Popular Forums

These are the popular forums in Singapore.

Forum Target Description
HardwareZone Computers & Electronics forums are the most popular in Singapore. It had become a popular gathering place for Singapore's computer-savvy to discuss hardware and software news. By 2000, the website was attracting two million page views a month.
SingaporeBrides Brides's discussion forum is a forum board where everyone can discuss anything about wedding. They had more than a million posts at the forum.
ShoppingLifeStyle Shopping One of the most popular forum in Singapore that brings you the latest on everything beauty, fashion, entertainment, lifestyle, relationships, health & more!
Flowerpod Beauty & Fashion Flowerpod is a place where you can express who you are, make new friends, keep up with the new trends and share your knowledge on beauty, skincare, makeup, fashion and shopping; where Podders share, recommend, review and discover new products.

Instant Messaging

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Instant messaging (IM) is a form of live, “face to face” text-based communication between two or more people using personal computers or other mobile devices, along with shared clients. Generally, the user's text is transmitted over a network, such as the Internet. Avant-garde instant messaging software clients offer elevated modes of communication, such as real-time voice or video calls. Currently, Microsoft’s Window Live Messenger is the most popular instant messaging platform among Singaporeans, with Skype following closely and gaining popularity due to its multi-user audio and video conferencing functions.

Video-Sharing Websites

Video sharing refers to websites or software through which users can share their video clips. Some services charge a nominal fee, but the vast majority of video sharing sites offer their services for free. Among these free services, the most popular one is evidently the widely acclaimed Youtube, although it now provides a paid "channel" service as well). Many services also provide options for private sharing as well as other publication settings.

Generally, video sharing services can be classified into several categories mainly, user generated video sharing websites, video sharing platforms/white label providers and web based video editing. A point to note would be that websites that are solely search engines for shared videos but who do not provide actual hosting services for video content are not considered to be a video sharing service but rather, more of a video search engine instead. Currently, Youtube is the most popular video sharing service used in Singapore which again, might be due to the convenience offered by its affiliation with Gmail.

Search Engines

A web search engine is a website designed for users to search for information and content stored on the World Wide Web within FTP servers. Search results, otherwise known as hits, are generally presented in the form of a list and arranged in order of their popularity. They would consist of mainly links to relevant web pages, images, audio, video as well as other types of files. Some search engines have the ability to retrieve data that are archived within databases or open directories.
Unlike web directories which are managed by human operators, search engines operate algorithmically and thus consist of a mixture of algorithmic and human input. Evidently, Google is currently the most popular search engine not just in Singapore, but worldwide as well which can be seen from the fact that Google is occupying almost 91 percent of the market share while Yahoo and Bing are only taking up 4 percent and 3 percent respectively.


Photo sharing is the posting or uploading of a user's digital photos to a photo sharing service’s server, thus allowing users to share their photos with others online, either publicly or privately. This function is available through websites and applications that facilitate the transfer and display of the digital images. The term can also be used to describe the use of online photo galleries that are created and maintained by individual users, including photoblogs. Popular photo sharing services in Singapore consist of mainly Flickr and Photobucket with a minority of the users using Picasa.

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RSS (otherwise known as as Really Simple Syndication) is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format. An RSS document (which is known as a "feed", "web feed", or "channel") consists of full or summarized text, as well as metadata such as publishing dates and authorship. Web feeds are beneficial to publishers in that they allow them to syndicate their content automatically. Also they are useful to readers who wish to subscribe to regular updates from their favourite websites by compiling feeds from many different sources into one place, thus facilitating easy reading. RSS feeds can be retrieved using software such as an "RSS reader", "feed reader", or "aggregator", that are either web-based, or installed on a computer or mobile device. In Singapore, GoogleReader is currently the most popular RSS Feed reader or aggregator. Again, this is likely due to the fact many users find it convenient as it comes coupled directly with a user’s Gmail account.

A podcast (or non-streamed webcast) is a series of digital media files (either audio or video) that are published episodically and often retrieved through web syndication. The word replaced webcast due to its popularity among web users, and was made famous by the iPod due to increasing recognition and the innovation of web feeds. Generally, the method of delivery is what makes podcasting unique from other means of accessing media files over the Internet, such as direct download or streamed webcasting. A list of all the audio or video files currently associated with a given series is managed locally on the distributor's server as a web feed, and the listener or viewer makes use of special client application software known as a podcatcher that is able to access this web feed, check it for updates, and download any new files in the series. This process can be configured by the user such that new content is retrieved automatically. The downloaded files are saved on the user's computer or mobile device for offline use, thus making access to episodic content simple and convenient. Currently, there are no prominent podcast service providers that are popular in Singapore. Reason being that the podcast phenomenon has not yet rooted itself deeply within Singaporean culture as most Singaporeans tend to be content “leeches” rather than “creators”.

Traditional Media Platforms

While the Internet continues to thrive among Singaporeans as an alternative form of getting information, news and entertainment, traditional media still tops in Singapore.

Rebecca Tan, executive director, media group, The Nielsen Company Singapore, said
"Just like offline media, people go online mainly for information, news and entertainment. Though this pool of people is growing, only a very small group will forgo the usual offline means and use the Internet exclusively. Most people still consume offline media like newspapers and TV, with the Internet as a complement."

The Nielsen Company conducted a survey in Singapore with 4,862 participants of age 15 and above from July 2009 to June 2010 and released its latest annual media index.


According to the latest Nielsen Media Index survey, average readership for newspapers remained as high as 73% of Singapore population, meaning 7 out of 10 Singaporeans are reading newspapers on a daily basis. Readership of English daily newspapers decreased slightly from 50% to 47% while that of Chinese daily newspapers remaining unchanged at 29%.

Singapore's highest read daily paper is The Straits Times with readers who are 36% of the population, while TODAY maintained its readership at 18% and The New Paper remained stable at 13%. The survey results also showed that 3 in 5 PMEBs (Professionals/Managers/Executives/Businessmen) reads The Straits Times.

For Chinese newspapers, SPH's Chinese flagship, Lianhe Zaobao, is topping the list with 15% readership. Shin Min Daily News and Lianhe Wanbao are the second and third most read Chinese newspapers, respectively.

Vernacular titles Berita Harian and Tamil Murasu also continue to do well, with Tamil Murasu registering an increase in its readership.


Viewers continue to tune into TV for their dose of entertainment with 78% of adults watching terrestrial TV on an average basis in Singapore.

Channel 8 holds the fort at 48%, keeping its position as the most watched channel in Singapore, followed by Channel U which retained 31% viewership. Channel 5 and Channel News Asia too remained stable at 27%, and 22% respectively.

Cable TV viewership remained unchanged, with 37% watching on an average daily basis, and close to half (49%) of all adults watching on an average weekly basis.


According to Nielsen release Media Index survey 2009, magazines have managed to hold up their performance in the past year and continue to retain their niche. Chinese weeklies I-Weekly and UW maintain their reach at 6% and 5% readership respectively, while their English counterpart 8-Days continues to be read by 4% of the local population.

Women's magazines also manage to retain their loyal following with Her World (5%), Cleo (4%), Female (4%), Women's Weekly (3%) and Simply Her (2%) being the most popular titles. Close to eight in 10 (78%) adults on average continue to tune in to terrestrial TV on a daily basis.


SPH's English language radio station, 91.3FM, recorded the highest gain in listenership and is now among the top five English radio stations in Singapore.

Impacts of Digital Media

Singapore hopes to become a place where Interactive and Digital Media (IDM) is created for global market. Interactive and Digital Media covers video games, animation, online/mobile media and other forms of digital entertainment.


Singapore is a compelling location for IDM companies. Singapore offers an ideal location for creating and deploying new content for global consumption, with rigorous IP protection laws and IT-savvy population. Moreover, the city’s unique mix of Asian and Western cultures and a robust intellectual property protection framework, ranked first in Asia, are other key factors.

Industry kingpins like Lucasfilm, Electronic Arts, TECMO KOEI, Ubisoft and Southern Star have already established operations in Singapore. Other R&D centres located here include the China-Singapore Institute of Digital Media by the Chinese Academy of Sciences and the Keio-NUS Connective Ubiquitous Technology for Embodiments (CUTE) Centre by Keio University, Japan. For a full list of companies, please see here.


Professor Michael Netzley conducted a survey on how digital media is playing a role in Singapore society.

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The Singapore government has pledged to invest millions over the next decade to develop the country's digital media industry.

  • The National Research Foundation has allocated SGD 500 million over the next five years to fund the development of a strategic IDM research program and set up an IDM R&D Program Office.
  • The network of IDM research and innovation centers is also burgeoning, among them, a collaboration between the Massachusetts Institute of Technology (MIT) and the Singapore government, called GAMBIT Game Lab.
  • The National University of Singapore set up a SGD 11 million IDM Institute, which will help boost the number of trained talent in IDM.
  • The establishment of world’s leading specialty school, DigiPen, has also opened avenues for the quality training of expertise in IDM.

The government has, in many ways, been a leader with regards to the use of social media. The Government Social Media Directory illustrates the wide adoption of Web 2.0 in the public sector.


Singapore Singapore Economic Development Board (EDB) is committed to building up the IDM ecosystem through three strategies:

  • Attract top-tier IDM companies to our shores and foster enterprise creation
Presence of top-tier IDM companies will bring opportunities for Singapore-based talent to develop their capabilities and know-how. Fostering enterprise development would help to nurture homegrown IDM brands.
  • Position Singapore as a leading IDM education hub with a world-class talent pool
EDB will continue to attract renowned foreign institutes as well as work with local tertiary institutes and specialty schools to groom talent to staff world-class companies in Singapore.
For example, many of Singapore’s local polytechnics offer diplomas in areas such as digital media and games design, and leading schools such as DigiPen Institute of Technology and Tisch School of the Arts have set up satellite campuses in Singapore to offer undergraduate, post-graduate and continuing education programmes. Hollywood concept designer Feng Zhu has opened the FZD School of Entertainment Design here, to train talent in design for areas such as film, games, commercials and toys.
In addition, there are several local speciality schools such as 3Dsense Media School, CG Protégé, and Egg Story Digital Arts Academy, which offer focused training in digital media skills.
Opportunities are also available for Singaporeans to undergo overseas training attachments with leading companies such Double Negative, which produced visual effects for films like Harry Potter and the Half-Blood Prince, Angels & Demons, and The Dark Knight.
  • Attract and invest in leading R&D activities
Singapore recognizes that technology plays an integral part in the development of the IDM industry. To help ensure that Singapore remains an influential trend-setter, the IDM Program Office was set up to spearhead efforts to boost R&D in the IDM industry, backed by a S$500 million budget from the National Research Foundation.


Singapore has tight Intellectual Property (IP) and copyrights regime which protects digital assets very well.


Mr Brown Controversy

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Mr Brown closes encounter with the authority was in 30th Jun 2006. His article, published in Today newspaper titled “S’poreans are fed, up with progress!”, discussed on the rising living costs in Singapore while the household incomes in the bottom third of the country shrinks. 3 days later, Ministry of Information, Communications and the Arts (MICA) commented on the distorted truth of the article through the same newspaper. As a result, the newspaper suspended his column and raised an uproar in the online community.

Singapore’s Prime Minister Lee Hsien Loong reasserted to the local community on MICA’s reply as the right response “to criticisms lest they be taken by the public as true”. He also highlighted that national issues should be be debated in such a fashion (referring to the article). The Prime Minister maintained that Singapore was an open society.

Singapore's General Elections Controversy

Given that through the use of digital media, political parties and candidates can now communicate more directly with members of the public, we would now have to consider one important question. With the invisible barrier of authority take away, wouldn’t there an increased likelihood of a controversy (in terms of differing opinions)occurring?

Apparently, yes.

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On the 17th January 2011, Young PAP leader, Mr Cheo Ming Shen, got into a Twitter war with netizen @Rocksontan after the latter commented insultingly to his quote in an interview with The Sunday Times. Mr Cheo, who had donated $10,000 by ordering an autographed copy of Minister Mentor Lee Kuan Yew's new book, had told The Sunday Times that "nobody is bigger than MM in Singapore" and that "he is equivalent of Nelson Mandela to Singaporeans. Having read the article and obviously not in agreement with the comment, @Rocksontan left a comment in Twitter the following morning saying: "Cheo Ming Shen says LKY is equivalent of Nelson Mandela to Singaporeans?!! Who is this XXX (derogatory term for a woman's private part)?

Mr Cheo proceeded to reply him via Twitter, peppered with vulgarities, asking @Rocksontan "who the XXXX are you". The two then exchanged remarks, taunting and calling each other names, until the conversation deteriorated into a mere childish word war on Twitter which can be viewed here. After the article‘YPAP leader paid $10,000 for MM Lee’s book‘ was published, netizens evidently brought the Twitter war going on between the said YPAP leader paid $10,000 for MM Lee’s book‘ was published, netizens evidently brought the Twitter war going on between the said YPAP leader and @RocksonTan to the attention of The Temasek Review, which eventually raised a flurry of discussion in the local blogosphere.

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Mr Cheo has since spoken up and apologized with regards to the matter, however many netizens have already expressed negative opinions and general disappointment with Mr Cheo's behaviour. Reason being that even though netizen Rocksontan shouldn’t have thrown vulgarities at him in the first place, being a highly educated person and the YPAP Chairman of Toa Payoh East branch, Mr Cheo should have behaved more appropriately, and not retaliated with more vulgarities and vindictiveness instead .One user even commented that “Singapore will be finished if we are to be led by this sort of revengeful PAP leaders in future”.

In conclusion, incorporating digital media into political campaigning might be a good idea which extends the reach of political parties to the community tremendously, however at the same time, care has to be taken when using it because like a double edged sword, it might turn around and bring harm to the parties instead, due to the fact that it removes the barrier of authority and power between the political parties and the public.

Top 5 Outreach Recommendations

Top 5 Strategies for Individuals

These are the top 5 ways to promote your blog.

  1. Search Engine Optimisation (SEO)
    • To ensure that the major search engines know the existence of your blog, index it by adding your RSS feed to search engine accounts such as Google, Yahoo or Bing.
    • Add a title, description and keywords to your blog, posts and pages by installing and using the All in One SEO Pack plugin
    • Using your admin panel, modify the permalink settings for your blog posts and change the dynamic url to a customized one that may look something like this:
    • Link your blog posts to your other posts and other sites of your interest wherever relevant.

  2. Blog Communities and Directories
    • Sign up to blog communities such as MyBlogLog, BlogCatalog, Blogged and NetworkedBlogs which have good search engine rankings. You will soon get followers as Google index blogs from these communities.
    • Submit your blog to its corresponding blog directory category(ies). This is very useful, comparable to being listed in the yellow pages. The more places that you have your blog listed in, the more places people will find your blog in!
    • Recommended blog directories include thatMLMbeat and BlogTopList.
    • Registering with Technorati would definitely get your blog indexed as it is a highly acclaimed blog directory which indexes millions of blog posts in real time. The only down side is that the time taken for your blog to get listed in their directory and indexed can be quite long. In the long run however, the wait is definitely worth it so do try and bear with it.
    • ChangeDetection lets you choose between having your blog listed in their public directory or their private directory following which, it will publish your blog in the news section. Updates to your blog will be detected by the search engines and indexed.

  3. Website Check and Stats Sites
    • By checking your blog stats and getting your blog information stored on these sites, you can get your blog indexed easily as most of them are highly rated in terms of search engine rankings. Popular sites include:,,,,,, and

  4. Social Media and Bookmarking Sites
    • Using your blog name as your username to register for accounts on social media sites such as,, etc., will help to get your blog indexed quickly.
    • Enable auto posting to share new blog posts across multiple social media sites. Remember to request for comments and retweets as Google ranking increases correspondingly with the number of comments you have.
    • Distribute your content to millions of readers online by sharing your newly published blog posts on social bookmarking sites such as,, etc.
    • Use OnlyWire to propogate new blog posts to multiple social bookmarking sites at the same time.
    • Suitable keywords or tags for your bookmarks are important.

  5. Content Is King
    • In the end, it all boils down to the content on your blog. All of the strategies above will prove to be useless if you are not a regular blogger with interesting posts. In other words, there is no point in driving traffic to a blog without good and regular content that people would want to keep coming back for. Hence, the key here is to be consistent with your blog posts.

Top 5 Strategies for Corporates

These are the top 5 tips for an effective advertising campaign.

The objective of advertising is to extend the reach of your business to a large audience and attract consumers in a cost-effective manner. If executed in a proper manner, advertising can greatly augment the success of your business. Here are 5 advertising tips to take note of:

  1. Go after your target audience, don't try to be everything to everyone
    • Always customize an advertising campaign to your niche market. More than often, advertisements turn out too generic, failing to communicate their message or catch the eye of potential customers. Read How to Identify and Reach Niche Markets for Your Business for more information. Remember, no single product or service has the ability to attract every consumer. More than often, business owners, including corporate executives, attempt to create ways that would reach every market. Evidently, they are doomed to failure, spelling disaster for some small businesses in the process, as they do not have the budget to spread themselves too thin. Hence, always determine your market and focus all your efforts on that audience.

  2. Establish an image and highlight your competitive advantage
    • Even when we’re on the road, it is hard to us to miss the bright yellow arches of a McDonald's signboard. Similarly, consumers often identify many products through their packaging or logo. Hence, it is evident that image is of prime importance when it comes to advertising and promoting your business. More than often however, advertisers fail in creating a consistent image for their brand. Avoid additional issues by checking out Three Brand Identity Myths That Will Bring Your Business Down. Also, remember to emphasize the strengths of your business, characteristics that give your business an advantage over others. Sadly, many advertisements fail to highlight the benefits of their product or service, even though they were popular among consumers.

  3. You have to spend money to make money, but don't allow your budget to run your advertising campaign
    • In managing a business, there are many areas in which you can cut costs. However, be advised that advertising is not one area that you should attempt to. Reason being that sales would definitely be affected and that would in turn affect the bottom line. Successful advertising may incur a substantial cost, for the simple fact that it is effective. For more money saving tips that won't compromise your objectives, check out More Bang for Your Advertising Buck. However, avoid having a fixed budget for advertising every month, and budget according to seasonal advertising needs. This is because like most businesses, you would have seasonal highs and lows. Hence, with a fixed budget you might end up overspending on advertising during down times and under budget at times when you want to attract customers.

  4. Advertise in the right places, and diversify
    • The magazine, radio station, television program or even social networking site that you like might not be what your audience like. Find out what they read, watch, and listen to, and place your advertisement in media that will reach your target audience. However, do not narrow down your options by finding an ‘ideal’ place to advertise based on price and potential rate of returns and then remain stagnant. Just as it is with investing, you probably would not want to put all of your eggs in one single basket. Distribute your advertising budget evenly across.

  5. Test and monitor your ads
    • Test your ads in advance. Rather than spending the time or money investing only in focus groups, put your ads to the test on other people. Do they comprehend and accept the message that you are attempting to bring across to them? To find out more, you can refer to the article Focus Groups: How They Can Work for Your Small Business. As for help on other less-expensive ways to test your ads such as questionnaires, please refer to the article Creating Questionnaires for Gathering Market Research. Another point to note is that even though it is a very simple task to ask new customers or clients where they heard about your business, many entrepreneurs do not bother to do so. Hence, remember to monitor your ads regularly. Knowledge of business generating ads will gain you a competitive edge over others.

Top 5 Up & Coming Digital Media Tools

  1. Instagram

    Recommended by Christine Gallagher, relationship marketing speaker, trainer and coach.
    Instagram, which is an addictive, free photo-sharing app for the iPhone.

    It’s social and fun to share your pics with others and see theirs as well. You can also comment or like others’ photos, follow other users and see what they’ve posted lately. It’s super-simple to use and my favorite thing about it is that you can transform seemingly ho-hum pictures into unique little works of art with the assortment of filters available. Two thumbs way up.”
    Learn more about Christine at Communicate Value and follow her on Twitter @christineg.
    "Use Instagram to take pictures, add filters to make them look artsy or retro and then share them on Facebook, Tumblr, Twitter and Flickr."
  2. Posterous

    Recommended by Jim Lodico, copywriter and marketing consultant specializing in creating powerful content and teaching businesses how to use blogs.
    “I just started using Posterous and I really like the potential. It allows you to post to 20 or so social media channels all through email. Photos, video, blog posts, even podcasts can all be distributed throughout your network just by sending an email. I really like the simplicity and the ability to manage all your social media accounts at once.”
    Learn more about Jim at and follow him on Twitter @jlcommunication.

    Posterous offers an alternative to a traditional blog for publishing content online.

  3. Talkbox

    Recommend by Joe White, a young writer living in the UK, where he reports on everything iDevice related here at He's also a student at the University of Manchester, where he studies English Literature.

    TalkBox Voice Messenger is a new, free iOS application, which allows iPhone users to send “voice IMs” to their friends and family. This clever mode of communication is quick and easy, and is perfect for those times when you want to relay information fast without battling with your iPhone’s virtual keyboard.

    Features of the application include:

    • Push-to-talk instant voice messaging with your friends
    • Group Conversation – talking among multiple friends. Invite new friends into a chat anytime.
    • Location Sharing – Send your location to your friend directly.
    • Facebook-connect – Sync your TalkBox friend list with your Facebook friend list. All your Facebook friends who has joined TalkBox will be automatically available for chating. [sic]
    • Push Notification to let you know any incoming messages anytime [sic]
    • Conversation History
      “Personally, I think this is quite a good idea. Sometimes, a phone call would be preferable to using TalkBox, however, with this app the recipient of the IM can “talk” back at a convenient time. Furthermore, both parties save their voice minutes.”
      Learn more about Joe White at App Advice and follow him on twitter @joewhite89

      With the group conversation function, users can talk among multiple friends anytime, anywhere.

  4. TweetDeck for Chrome

    Recommended by Corbett Barr who wants to help you attract as many visitors to your site as you need to make your business thrive.
    “My favorite new social media tool is definitely TweetDeck for Google’s Chrome browser. I love it because I get all the awesome functionality of TweetDeck without having to run a separate application. I also love how it integrates multiple Twitter accounts into one combined column of @ replies and another for direct messages. It’s a huge time-saver for people who tweet a lot from different accounts.”
    Learn more about Corbett at Think Traffic and follow him on Twitter @CorbettBarr.

    Chrome users can also use TweetDeck to manage their Twitter accounts.

  5. Quora

    Recommended by Lori Randall, online marketing strategist specializing in social media and WordPress sites. Follow Lori on Twitter @lori_randall.
    Quora, an online knowledge hub for mostly social media and technology, is a tall glass of water. People ask insightful questions and exchange substantive answers. I was starting to feel like I was in a social media desert of genuine thought because of all the noise and this has risen to quench my thirst for knowledge admirably.”
    Quora has become a popular Q&A platform in a short time.

Podcasts & Videos

Montage Video

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This is a montage video on Digital Media in Singapore

Interview with Nizam

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Video Interview with Nizam Part 1:

Video Interview with Nizam Part 2:

Podcast Interview with Nizam:

Nizam Background Information

Nizam started using social media channels in 2009 for a module called "Communication Technology" in Singapore Poly. From that onward, he continued using those tools and became one of the top-ten bloggers, rated by Uniquefrequency.


Nizam's Twitter

Interview with Manga Castle

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Video Interview with Manga Castle:

Podcast Interview with Manga Castle:

Manga castle.png

Manga Castle Background Information

Manga Castle is a company, which produces social and collaborative Manga games.


To be the most collaborative gaming platform that transforms evolving knowledge about manga fans into games they love.


  • Knowledge: Create the most comprehensive and relevant database of manga behavior and preferences.
  • Collaboration: Build a network of partners to help gain knowledge, create and distribute games.
  • Execution: Apply evolving knowledge to Manga Castle platform and games.


Manga Castle Website and Blog

Case Studies

The MR Brown Show Case

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Humble Begining

Mrbrown show was created in March 2005 by Lee Kin Mun and Benjamin Lee. Their character names in the show are mr brown (host) and Mr. Miyagi (co-host) respectively.

Through podcast and short video clips, the show aims to discuss current affairs and significant events (both global and local) in a light hearted manner delivered in a range of accents. Both of them started creating podcast using simple devices like iPod and a plug-in microphone, which can be easily bought from an iShop, to create the podcast and publish it over the internet. The podcasts and video can be downloaded through iTunes, YouTube or their official website.

MR Brown Website.png MR Brown Youtube.png MR Brown Blog.png

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Proceeds from multiple sponsors, company advertisements and T-Shirts sale through their online merchandise stores, has been used to cover the operational costs of the show. After 2 years of growing success in 2006, the team decided to take the show to the next level through the acquisition of a working recording studio of their own, with state-of-the-art equipment similar to those employed by radio stations.

To date, the show has close to 20,000 followers in twitter and 500 followers in facebook. They have achieved an average of 20,000 downloads per show with the highest at 100,000 to 200,000 for their popular shows: The audience reach has performed better as compared to come cable TV channels and radio stations. The show used to generate podcasts on a daily basis before switching it to weekly due to other project commitments. The podcasts in the form of mp3 files can be freely access through the website:

A huge part of mrbrown’s appeal is also his casual and humorous approach to serious issues, which makes politics a lot easier to swallow for the (previously) politically-apathetic Singaporeans.

Some of mrbrown show’s most famous podcast productions are:

  1. Persistently Non-Political Series – A daily podcast production aired in 2006 featured on the 2006 Singapore general elections. In particular, a satire on the James Gomez Saga was the centre of focus.
  2. Zhng My Car Series – a spoof of MTV’s Pimp My Ride
  3. Bak Chor Mee Episode – spawned new local catchphrases
  4. Jedi Elections Special


MR Brown Team.png

From left to right: Marc Nair, mrbrown, member, Ivan Nair, Samantha M. De Silva (not in the photo)

The team of those who provide voice work and editing for the podcast often changes, mrbrown being an anchor member. The team has included scriptwriters and comedians, and also often includes artists who work at Imaginary Friends Studios who work on the podcast during their breaks.

About Mr Brown

Lee Kin Mun (Chinese: 李健敏), who was educated in Hwa Chong Institution and a father of three, has been very popular with the local community since his work on the Singapore National Education, discussed significant local events, examining on political issues, highlighting the ironies in government policies and making fun of Singaporeans’ behavior. Lee Kin Mun was the only Singaporean to sit on the annual list of Top 20 Asian Progressives in the World Business Magazine in 2007. Some of his productions were:

  1. Mrbrown Show
  2. The WTF! Show - is a video podcast that reviews the latest productions in video games, gadgets and technology.
  3. See What Show - A weekly review podcast focus on reviews for television programs, movies and DVDs
  4. Singapore National Education - discussed significant local events, examining on political issues, highlighting the ironies in government policies and making fun of Singaporeans’ behavior.

Part of mrbrown’s growing success over the years was due to the multiple digital media tools he used to communicate and engage with online community. He used tools like Twitter, Facebook and Blog for communication while his productions could be freely accessible through his YouTube channel, RSS feeds, podcasts in the Blog and Official Website

  1. Official website -
  2. Blog -
    MR Brown Facebook.png
  3. Photo site -
  4. RSS feed –
  7. Facebook -
  8. Twitter -!/MRBROWN


Digital Media in Singapore’s General Elections Case


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In Singapore, elections are divided into two categories: Parliamentary (General) and Presidential Elections. Since the country’s independence in 1965, General Elections have typically been held once every 5 years and Presidential Elections once every 6 years, even though there are no exact specifications by the Constitution of Singapore as to when elections need to be held. The last parliamentary and presidential elections were held on 7 May 2011 and 27 August 2011 respectively.

Campaigning time for elections are very short in Singapore. Although the minimum campaign time, between the announcements of election and polling day is stated as nine days, past elections have typically conformed to the legal minimum campaign time, hence limiting the time political parties have for their campaigns. Typically, the constituency boundaries are announced prior to the announcement of the election. With regards to voting, it has been compulsory since 1965, applicable to citizens 21 years and above.

The ruling People’s Action Party has been somewhat of a monopoly, winning every general election since 1965 and securing 82 of 84 seats in parliament in the last election. This could be due to the extremely high walkover rates in elections for the country, which is a direct contrast to the trends of elections held overseas. Since 1991, walkover rates have remained at around 50% for each election. In other words, 50% of the seats of each election are usually uncontested for and thus the People's Action Party wins them by default without constituents having to cast a single vote. Hence, PAP usually wins an election even before the votes are counted.

Parliamentary Elections Results Summary

Held on 7 May 2011, the People's Action Party[6], lead by Lee Hsien Loong, won 81 out of the 87 contested seats, with 60.14% of the valid votes. The Workers' Party, led by Low Thia Kiang is the only winning competitor taking all remaining 6 seats.

General election results.JPG

Presidential Elections Results Summary

At 8.00 pm, polling stations closed and ballot boxes were then sealed, and delivered to counting centres. The first candidate to concede defeat was Tan Kin Lian at about 10.30 pm local time, around two and a half hours after polls closed. He added he might not get his deposit of S$48,000 back but the experience of running the race has been useful. He said he was somewhat disappointed, but he believed he had put up a good fight and expected to do much better. He made a hint of the result by saying it "will be a tough fight between the top two candidates". When asked who the top two candidates were, Mr Tan declined to comment. [7]

Presidential election.JPG

At 1.19 am on 28 August, it was announced by the Elections Department that a recount of ballots would begin, as the top two candidates, Tony Tan and Tan Cheng Bock's votes had a difference of less than 2 percent. The Returning Officer "allowed the recounting of all votes cast" after the first tally showed they were less than two percent apart, the statement said. [9]

At 4.23 am SST, the results were released by Returning Officer Yam Ah Mee at the Elections Department at Prinsep Street. [10] Tony Tan had won 35.2% of the votes, leading by a 0.34 percent margin ahead of Tan Cheng Bock.

Past - Mainstream Media Campaigns

In the past, contesting political parties generally made use of mainstream media such as the print media, radio and television to reach out to the residents of a constituency.

In terms of print media, contending parties printed political party magazines, newspapers and pamphlets which were often distributed to residents when parties conducted visits on the constituencies. Examples of political newspapers include Petir by the People's Action Party, The New Democrat by the Singapore Democratic Party and Hammer by the Workers' Party of Singapore.

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Also, campaign banners and posters featuring the logos of political parties or faces of contesting candidates were often placed prominent areas of a constituency.

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In terms of radio and television, contesting parties usually made Party Political Broadcasts over these two mediums using the four official languages — namely English, Mandarin, Malay and Tamil. Depending on the number of candidates a political party fielded, the Media Corporation of Singapore (Mediacorp) would give the party an allocated amount of air-time accordingly. Also, the party fielding the smallest number of candidates would appear first with the party fielding the largest number last. Recorded broadcasts were also made from the back of trucks as which would circle round a contended constituency several times a day.

Besides making use of mainstream media as mentioned above, political parties also held election rallies at 24 designated sites during the nine days of campaign. The famous "Lunchtime Rally Site" at Boat Quay, next to UOB Plaza was often a popular location for political parties until it was removed from the list of rally sites in the 2001 elections due to fears of terrorist attacks after the September 11, 2001 attacks. It was reopened again during the 2006 elections.

Singapore Election Rallies.png

Present - Digital Media Campaigns

Before 2004, other than websites like Sintercom and which subsequently close down, and forums such as and Sammyboy’s Alfresco Coffee Shop, online content and discussions with regards to Singapore politics were generally losing favor on a rapid decline. Reason being that at the time, there were such stringent regulations in place that it basically made ownership and discussion of such content a hassle. However, with the arrival of blogs in 2004, Singapore saw a dramatic revival in Internet activity. At the same time, political blogs, forums as well as podcasts grew in popularity among netizens as it led up to the 2006 elections. In August 2005, Singapore Democratic Party became the first political party in Singapore to launch a podcast called RadioSDP on its party website. Considering the presence of active bloggers such as James Gomez, Goh Meng Seng and Melvin Tan within the Workers’ Party, this would hardly come as a surprise to most. However, at this point of time, all political websites, including those belonging to political parties as well as to individuals, groups, organisations and corporations engaged in the discussion, propagation and promotion of political issues in Singapore were still required to register with the Media Development Authority MDA under the Broadcasting Act.

In a parliament session on 3 April 2006, Balaji Sadasivan, the senior minister of state for information, communications and the arts, regulation clarified that podcasting and video streaming were prohibited during the election. On the other hand, pictures of election candidates, political party histories and manifestos were allowed to be used as election advertising on the Internet. He added that bloggers who persistently promoted political views had to register with the MDA. Naturally, on the 25 April 2006, SDP was warned by the elections department that action would be taken against them if they did not remove the audio files and podcasts from their website as they were infringing election advertising laws under the Parliamentary Elections Act, which at that time only permitted party websites, chat rooms, email, SMSes and hyperlinks. Within hours after the notice was issued, SDP posted a notice on its website declaring that the podcast service was suspended.

In 2010 though, The Parliamentary Elections Act was amended in view of the upcoming elections, thus allowing more robust and liberal campaigning for the political parties. This is likely due to the fact for the upcoming elections, voters aged 20-39 will make up more than one-third of the 2.3 million-strong electorate, for which about 100,000 will be first-time voters. And given how significant the number is, PAP evidently had to shift its strategies to loosen up on controls, and to move itself closer to the Internet-savvy, hip hop crowds. So while the 2006 election saw incidents like the Singapore Democratic Party being asked to take podcasts off its website, the next polls will allow electioneering on nearly all new media platforms, meaning that parties could now campaign via podcasts, videocasts, blogs, Twitter, MMS, Flickr, Facebook as well as mobile applications However, candidates must declare beforehand the platforms that they intend to use. This would serve to attract the attention of the younger generation, who have just become voters and would definitely be more comfortable with new media platforms.

Currently, besides the podcasts and videos that are readily available on their website, the People’s Action Party has their own blog as well. The PAP has also extended their reach to the public via Social Networks by setting up their own Facebook page for which there are currently about 4500 Likes. Finally, the PAP have been making use of micro-blogging as well whereby their Twitter account @PAPSingapore currently has about 938 followers. In SDP’s case, they too have their own Facebook and Twitter page as well. Their Facebook page currently has about 3000 Likes. However, in terms of reaching the public via microblogging, they win the PAP hands down in that that they currently have close to 3200followers on their Twitter account @yourSDP . Furthermore, they currently have their own YouTube channel as well. As for the Worker’s Party of Singapore, their social media reach can be considered the lowest, with only about 1500 Likes on their Facebook page and 495 followers on their Twitter account @wpsg.

Future - Alternative Campaigns

Besides the use of social media in their campaigning, political parties are now thinking of new, innovative and less orthodox ways ways to reach out to the citizens. This is because as compared to the past, whereby society had long been groomed to regard elections as “very serious business, not fun and games”, times are now changing, with Singapore’s voter profile consisting of many more younger citizens than before. Below are a few examples of how political parties have been changing their campaigning methods.

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On the left, we have the Singapore Democratic party using Danny the Bear to attract public attention during their visit to a constituency. While in the middle, PAP Minister without portfolio Lim Swee Say dressed in a zorro outfit at Singhealth’s Nurses’ Day celebrations in 2010. Finally on the right, we have PAP Members of Parliament from the post-65 generation performing a hip hop dance at the Chingay Parade on Orchard Road in February 2007.


  1. Statistics on Telecom Services for 2011 (Jul - Dec) taken from
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Traditional Media Platforms

Impact of Digital Media

Top 5 strategies for individual to successful market its Blog

Top 5 strategies for corporations to make a success marketing campaign

Top 5 up and coming digital media Tools Take note these are related to only in singapore. Using Vietnam wiki as a reference as they have done it

Digital Media in Singapore’s General Elections Case,_2006