Authors
Lim Mu Yao, Pang Khin Yang Magnus, Yeo Si Ming, Jay Ng Jian Yang
Supervisor
Mr Ferdinand De Bakker
Year
2016
Abstract
A disconnect between a globalised Singapore and an unyielding definition of what it means to be multicultural has led to increased societal tensions. However, if perspectives can expand beyond such a rigid definition of multiculturalism and embrace differences as enrichment, these tensions can be eased. As a major part of Singaporean life, food holds the potential to bridge this divide between cultures in Singapore by creating opportunities to bring people together.
Come, Let’s Eat! was a communication campaign which aimed to help young Singaporeans connect to foreign cultures and people through food, increase their cultural knowledge and develop positive attitudes towards intercultural interaction.
The campaign organised a series of events such as dinners and cooking classes, supported by online and social media content, to create platforms where over 150 young Singaporeans learned and experienced foreign food and cultures as well as interacted with foreigners.
This report details the literature review and primary research on culture and food that led to the conception of this campaign, and the theoretical frameworks that guided the campaign’s strategies and tactics. The execution of the campaign is presented, along with the various methods used to assess the success and efficacy of the campaign in achieving its objectives. Various limitations and recommendations for the campaign are also discussed.
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http://hdl.handle.net/10356/66719