You Do You : a look at appearance culture and identity in Singapore

Authors
Annabel Tan Poh Gek, Chai Sze Ying Amanda

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

On the surface, tattoos, bodybuilding and plastic surgery have nothing in common. But peel back the layers and you’ll find a common motivation – not just to look better, but to be individual. Today, whether it’s on the streets or on social media, young people with inked skin, muscular bodies or enhanced facial features have become a common sight here. All three involve extreme measures with lasting effects that play a part in carving, literally, a permanent identity; and all are slightly controversial. There has always been stigma surrounding these scenes, yet more youths are marking themselves as part of the communities anyway. Call it a hunch, but something is brewing. Through the exploration of the local tattoo, bodybuilding and plastic surgery scenes, You Do You is an online illustrated feature on appearance culture and identity in Singapore.

Click link to view
http://hdl.handle.net/10356/69863

One track mind

Authors
Mark Benedict Cheong Tuck Fai, Matthews Holly, Ruth Smalley, Yap Chun Shu

Supervisor
Nikki Draper

Year
2017

Abstract

One Track Mind centers around the story of model railway enthusiast Thomas Bhat, and the friends he has made along the way. These men (henceforth referred to as Train Buddies) come from all walks of life – a retired banker, a retired handyman, an advertiser, an engineer, and an IT consultant – but they share a deep passion for their locomotives. In 13:17 minutes, One Track Mind explores how these miniature models captivate the men, and the lengths people will to for the things they love – even if no one else understands.

Click link to view
http://hdl.handle.net/10356/69847

How to Melt Away Completely

Authors
Chong Kai Yan, Liew Yu Wei, Tang Zheng Yu

Supervisor
Mr Daniel Heng

Year
2017

Abstract

The title of the film, How to Melt Away Completely, poses both as a rhetorical question and an intimation of the story. It gives a nod towards the paradox that complete absolution can only be sought after in vain, but one has to try nonetheless. The title also sets up the motif of water that will recur throughout our character’s journey in finding closure – from the ice cubes that provide physical relief to the water that overflows from the clogged toilet. The film opens in the dead of the night with Caba, our protagonist, tossing and turning in bed, trying in vain to fall asleep. His unrest leads up to a series of events which encapsulates the themes of the story.

Click link to view
http://hdl.handle.net/10356/69878

Random

Authors
Bryan Koh Theng Hui, Melody Chan, Tang Weixin

Supervisor
Mr Daniel Heng

Year
2017

Abstract

Random is a 20-minute narrative short film produced by Random Pictures. Based on the 2014 Taipei Metro attack, which resulted in the death of four people, and injuring 22 others. The film follows the execution of the first MRT random killer in Singapore, who left the nation with a mysterious last word “bao”. Jia Hao, the son of one of the victims, begins his journey to search for an answer. In Jia Hao’s journey, he will encounter three different groups of people related to Jun Jie. Through employing different strategies to approach and gather information about Jun Jie from these people, Jia Hao becomes increasingly ruthless in order to find the answers he is looking for. Jia Hao comes to a realization of his hurtful actions and makes a decision to pursuit the truth at the end.

Click link to view
http://hdl.handle.net/10356/69890

Husband, Father, Lover

Author
Li Yi Ting

Supervisor
Mr Seah Chang Un

Year
2017

Abstract

Adrian is a middle-aged family man trapped in a stale marriage with Sophia. Despite this, Adrian shines as a father to four-year-old Baker who was born with a cleft lip, to the extent that Sophia becomes excluded from their close bond, and exists as a bystander in the family. Things start to change after Adrian gets dragged to a night lounge by his philandering friends, where he is captivated by the beautiful Marion.

Click link to view
http://hdl.handle.net/10356/69859

Expectation of quantity-based message unavailability and message involvement on message effects

Authors
Foo Zi Min, Ng Yan Xiang, Teh Zi Tao, Yeo Wenbin

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

Scarcity and its effects on consumers has proven to be a subject of fascination for researchers in the field of consumer studies. However, extant literature remains silent on how certain forms of scarcity affect specific message effects and outcomes such as persuasion. This is especially true when it comes to quantity-based message unavailability, where messages can only be accessed a limited number of times. The rise of social media platforms promoting limited access messages is a timely call for research in this dimension to allow marketers and advertisers to formulate effective message strategies. Adopting the commodity theory and the heuristic-systematic model of persuasion, this study examines quantity-based message unavailability and its influence on message effects such as persuasion, as well as the information processing routes prioritized. In addition, we propose message involvement as a moderating factor for the above mentioned relationships. In our experiment, subjects were exposed to a message with varying expectations of quantity-based message unavailability. After the message was shown, a survey was administered to determine message effects such as message credibility, thought favorability, message recall, and persuasion. The study found no significant relationship between quantity-based message unavailability and message effects. The study also found no significant relationship between quantity-based message unavailability and the prioritization of systematic processing. Finally, the study found no significant moderating effects of message involvement.

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http://hdl.handle.net/10356/69881

The effects of happy and sad emojis on liking of message sender in the context of positive and negative messages

Authors
Lee Si Hui Ng Lay, Ling (Huang Lilin), Ngaw Lydia, Peh Jin Chang

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

The present study investigates the interaction between emojis and verbal messages in affecting liking of a message sender in computer-mediated communication (CMC). Through a pilot study and main study, we developed an emotion-based taxonomy of 68 emojis and then examined the effects of emoji and verbal message valence on liking of the message sender. A 2 (Positive/Negative Verbal Message) × 3 (Happy/Sad/Absent Emoji) pretest-posttest experiment was conducted among university students (N = 320) in Singapore, where participants rated a hypothetical message sender based on a simulated WhatsApp message. Overall, we find that aligned with prior research on emoticons, message senders who use emojis are more liked. In accordance with the verbal-nonverbal consistency principle, we also find a greater liking for message senders who have consistent emotional cues in their messages. In addition, interpretations of messages with inconsistent cues are discussed and possible avenues for future research are proposed.

Click link to view
http://hdl.handle.net/10356/69893

Promoting mobile payment adoption : emphases of security and convenience via gain and loss frames

Authors
Chen Ruobing, Chia Pei Shin, Febriliani, Theresia Marten

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

This study seeks to understand the specific message content and frames that best promote adoption of really new innovations in financial technology such as mobile payment. It examines how emphasizing security and convenience values of mobile payment in advertising messages influences adoption intention. This study also investigates how the perception of convenience-security trade-off may lead to variations in advertising effectiveness. Furthermore, this study examines how the presentation of gain-framed and loss-framed advertising messages to audiences in different stages of change may influence the advertising outcome. A 3 (no emphasis vs loss-framed convenience emphasis vs gainframed convenience emphasis) × 3 (no emphasis vs loss-framed security emphasis vs gainframed security emphasis) between-subject factorial design was devised to analyse the variables in this study. Participants (N = 340) were assigned to each of the nine treatment groups. Despite not finding any significant influence of message emphases and frames on perceived security, perceived convenience, relative advantage, and adoption intention, this study found that there was a one-sided trade-off effect between convenience and security emphasis in advertisement message.

Click link to view
http://hdl.handle.net/10356/69841

Why do people laugh at sexist humor? An investigation of the factors influencing perception of sexist humor

Authors
A Preethi Devi, Siew Sok Lin Agatha, Lim Xin Yi Joni, Quek Ming Jie

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

This study explores the contradiction between individually-held beliefs and reactions to sexist humor. The foundational basis of the study includes the benign violation theory, which posits that a joke is considered humorous when there is a violation of expectations that the receiver interprets as being benign, and the normative window theory of prejudice, which posits that social groups are placed on a scale based on how justified it is for individuals to discriminate and be prejudiced against them. This study investigates the effect of the following variables posited to influence perceived benignity: social context, hypothetical distance, feminism, and gender. An experiment was conducted in an online setting using memes as a medium for humor. The research findings support the hypothesis that the lower the level of feminism within individuals, the funnier individuals will rate the sexist humor, and that when the victim of the sexist humor is a female, males perceived the sexist humor to be funnier as opposed to females. Contrary to predictions, it was also observed that individuals found sexist humor to be funnier when shown in a formal social context rather than an informal social context as well as when under the condition of low hypothetical distance rather than high hypothetical distance. With these findings, we discuss and form an understanding as to why individuals might laugh at sexist humor, while identifying as non-sexists.

Click link to view
http://hdl.handle.net/10356/69848

Journey of recovery

Authors
Lim Lishan, Ngo Chu Ting

Supervisor
Mr Lim Wui-Liang

Year
2017

Abstract

Journey of Recovery is an interactive photojournalism project that illustrates the recovery of four individuals from drug addiction in Singapore. Addiction is pervasive and exists in many forms, with drug addiction deemed to be one of the most socially unacceptable. Recovery from drug addiction is often an uphill battle, with subjects struggling with a myriad of effects from the physical, emotional, psychological to social. Recovering addicts such as our subjects have turned to creativity and self-expression as an outlet, setting new practices and faiths that have helped support their spiritual development in their life after drugs. Community support and understanding has been key in sustaining a non-judgemental environment that they can form new healthy habits and careers. In this project, we look beyond their past and focus on their current coping methods.

Click link to view
http://hdl.handle.net/10356/69877

Starting Up

Authors
Cao Thuy Dung, Khoo Jia Jia

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

Startup. One of the buzziest words today, and yet, there isn’t a consensus on what the word means. Members of the startup world can’t seem to agree on what a startup is. Some say it’s simply a young business venture, some insist that startups have to be a tech company, some say a startup is defined by company culture. Though its exact definition may be loose, its rising prominence in Singapore’s economy is undeniable. The heart of the startup story lies within the people involved in the ecosystem. Investors, entrepreneurs and people who work for them. All of them have their own unique perspective on the phenomenon. From inside the mind of a venture capitalist to the allure of startup culture, all that makes up the Singapore startup ecosystem boasts great success. But with success, comes problems too.

Click link to view
http://hdl.handle.net/10356/69870

Singapore’s ticking market : the watch industry’s thought leader

Authors
Emily Joosten Hui Ling, Manesha Pereira

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

When it comes to the world of watches, a tiny city state like Singapore holds its own against heavyweights from the West and the Middle East. But unlike those countries, Singapore doesn’t have the numbers. What it does have however is the potential to be a thought leader, governing over what stays and what goes in the international economy of timepieces. Singapore is a force to be reckoned with, a leader to whom the globe looks up to for current trends and fashion in watches. The collectors and enthusiasts that she houses are a tier above the rest. They are risk takers, proponents for the horological avant garde and shun normalcy. Here in Singapore new business models are disrupting the watch economy and changing the way the market works. She has earned her title as a thought leader producing some of the world’s best collectors, retailers and bloggers to whom the entire industry relies on.

Click link to view
http://hdl.handle.net/10356/69887

Deconstructing Davao

Authors
Justin Kor Zhong Xian, Tan Chin Hong (Chen Zhen Feng), Tan Chun Lin Nicholas

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

Filipinos regard Davao City as the place for the Philippines to emulate in terms of safety, amid President Rodrigo Duterte’s controversial efforts to improve peace and order across the country. Then-mayor Duterte won the popular vote for presidency on a pledge to crack down on crime and drugs, and to change the country into what the city is like today. This feature package focuses on Davao City, and how it transformed from the “Murder Capital” of the country in the 1980s to a safe haven within Mindanao, a region which has the reputation of being one of the most dangerous areas in Southeast Asia. It will also show how the city remains safe, till today.

Click link to view
http://hdl.handle.net/10356/69871

Sorry no space : a battle between the living and the dead

Authors
Goh Hua Zhen, Tan Ming Yaw, Tan Qiuru Jessica, Tan Xiu Qi

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

In land scarce Singapore, the living live close by, as do the dead. Both have needs, and in the zero sum game of space and other resources, the needs of both players must be balanced carefully. The living seem to always get the short end of the stick by having to pay for the expenses after the passing of a loved one, share their living space to accommodate the burial needs of the dead, or even having to “serve” the dead (i.e. professionals in the death industry, such as morticians). In some of these industries, there is also the conflict between the preservation of traditional practices and the gradual loss of meaning of these traditions to commercialisation. Yet, the idea behind the title “Sorry no space” also encompasses the fact that the living in Singapore are increasingly unwilling to demarcate their land space for the dead, and there is also an increasing commercialisation of rituals and traditions. There is quite literally, no space for the dead and also gradually, no space for superstition and its traditional significance.

Click link to view
http://hdl.handle.net/10356/69842

Livin’ on a prayer : carving spaces of faith in Singapore

Authors
H Sharanya Pillai, Lim Ying Hui Paige, Noor Asyraf Bin Kamil, Pang Xue Qiang

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

“Livin’ On A Prayer” is a feature writing package which aims to capture what it is like to be part of minority religious communities – whether it is a New Religious Movement (NRM), outlawed community or an informal prayer group of transient workers. The stories focus on what draws individuals to these communities, and why they stay on despite the challenges. These narratives are set against the backdrop of changing attitudes towards religion in the country, with more young Singaporeans viewing faith as a commodity to “shop” for, rather than in the traditional sense as a duty. Presented in magazine form, the package is targeted at Singaporean youths with the hope of motivating them to find out about less conventional pockets of faith, and to reflect on their own paths.

Click link to view
http://hdl.handle.net/10356/69849

Game On

Authors
Chia Xiu Qi Krystal, Serena Yeh Shi Ling, Wong Zioedy

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

Game On is a journalism feature about dream-chasers in the less-known but vibrant, mind-blowing and very real esports community in Singapore. Once considered a subculture, esports is evolving into a global industry expected to hit US$1.5 billion in 2020, according to research firm Newzoo. Over four months, we unearthed stories of dream-chasers, including new and veteran esports players, businesses and organisers of gaming conventions.

Click link to view
http://hdl.handle.net/10356/69875

Hiding in Plain Sight

Authors
Aqil Haziq Bin Mahmuh, Matthew Mohan, Tang Qianrou Louisa

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

Only certain animals are allowed to be kept as pets in Singapore, but increasingly, some Singaporeans are breaking the law by keeping banned wildlife as domestic companions. To that end, the Republic – one of the world’s top 10 wildlife smuggling hubs – has also become a final destination for many of these illegal exotic animals. Dealers, smugglers and pet owners exploit what some claim to be the local authorities’ lax efforts in curbing this trade. Hiding in Plain Sight seeks to present views from across the spectrum, while exploring different aspects of the illegal wildlife trade in Singapore.

Click link to view
http://hdl.handle.net/10356/69850

We Rep

Authors
Chan Sheng Hui, Nicholas Eng Jun Hao, Sim Siang Ying Victoria, Yasmeen Munira Binte Mohd Azman

Supervisor
Ms Nikki Draper

Year
2017

Abstract

We Rep follows the journey of two rappers, Pek Jin Shen also known as ShiGGa Shay (ShiGGa) and Kevin Lester, also known as THELIONCITYBOY (TLCB) whose music tells stories about living and growing up in Singapore. They found their Singaporean identity through their music, and are now celebrating it through the very same medium. ​We Rep discovers the meaning behind their songs, and how they deal with criticisms and setbacks from the local audience.

Click link to view
http://hdl.handle.net/10356/69794

Life on(the)line : how safe are you online?

Authors
Chan Si Yong, Lee Kai Lin, Lydia Tan Xin Rui, Nur Amyraa Zukiman

Supervisors
Asst Prof Lee Chun Wah & Asst Prof Kim Hye Kyung

Year
2017

Abstract

Life On(the)Line is a communication campaign to encourage Internet users in Singapore to better protect themselves online. It aimed to improve cyber hygiene among young adults aged 18 to 35, through both raising their perceived susceptibility to cyber threats, as well as educating them on how to adopt safe cyber practices. Besides studying existing literature, the team conducted focus group discussions and a quantitative survey to gain a deeper understanding of the current knowledge, attitudes and behaviour of young adults towards cybersecurity. The Life On(the)Line’s strategy and tactics were devised to bring about informational, attitudinal and behavioural changes among its target audience.

Click link to view
http://hdl.handle.net/10356/69885

80:20

Authors
Ang Le Shan, Chua Si Hui, Seow Yunxin Christine, Wong Yu Shan

Supervisor
Ms Nikki Draper

Year
2017

Abstract

Our story revolves around Ally, a fresh graduate working as a junior accountant, who has an interest in photography. She has been in a long and stable relationship with her unambitious boyfriend, Daryl, who is still in university. Ally then meets Chase who becomes her photography mentor. He is charismatic and often offers her life tips. This leads Ally to starts questioning the status quo in her life including her long-term relationship with Daryl. Will she then settle for the stability that she already had or forgo all that for something, which she is unsure of?

Click link to view
http://hdl.handle.net/10356/69845

Business as Usual

Authors
Goh Chien Hui, Loke Zhishen William, Tan Ting Fang Natalie, Wong Lin Sherry

Supervisor
Ms Nikki Draper

Year
2017

Abstract

Business as Usual is a short documentary that follows three brothers who run a family carpentry business as a tribute to their late father, Roger. When Roger passed away in 2014, his three sons, Morgan, Lincoln and Ryan, left their own ambitions and took over his business. In the documentary, the brothers speak to Roger as he recounts good memories and regrets, reflecting on how the interactions with their father respectively shaped their individual decisions to take over the family business. Business as Usual explores the concept of filial piety, a virtue of caring for one’s parents out of true devotion and love.

Click link to view
http://hdl.handle.net/10356/69816

Cherish

Authors
Bibiana Loh, Kelly Phua Yu Wen, Kevin Nicholas Wong, Loh Jue Hui Sherilynn

Supervisor
Mr Daniel Heng

Year
2017

Abstract

Cherish is a light-hearted modern dramedy that explores the breakdown in face-to-face communication in modern society, and how meaningful communications can and should be formed. The film is set in modern day Singapore where humans and guardian angels co-exist. Seth is a guardian angel struggling with the daily mundane task of watching over his human, Robert. On one fateful day, Seth meets Quinn, the guardian angel of Robert’s date. An instant attraction occurs between the two of them — something they have never felt before. Both Seth and Quinn want to explore where this could lead, but the date between the humans does not seem to be going well. Will Seth and Quinn be able to make their connection last by the end of the date?

Click link to view
http://hdl.handle.net/10356/69880

Buang Bayi : Behind The Baby Hatch

Authors
Chen Liwen Serene, Chua Tze Chuen Sarah, Corine Tiah, Szeto Chang Loon Terence

Supervisor
Ms Nikki Draper

Year
2017

Abstract

BUANG BAYI – Behind the Baby Hatch is a 15-minute documentary focusing on baby abandonment in Malaysia. As a result of the shame, women give birth and leave their babies by the roadside, in bushes, or even thrown in bins. In worse cases, babies are found in toilets or washed up along the river. In 2015, 104 babies were abandoned throughout Malaysia. Over half of these babies were found dead. BUANG BAYI delves into the socio-cultural reasons of baby abandonment, explores the baby hatch as a solution in alleviating the problem and discusses what can be done to resolve this issue.

Click link to view
http://hdl.handle.net/10356/69818

Inherent Cheese

Authors
Cheak Wen Sheng, Crystal Loo Xiao Wei, Ng Jun Hao, Joshua Tan Shi Jia

Supervisor
Mr Daniel Heng

Year
2017

Abstract

The film is a dark comedy that recounts a downbeat middle-aged man’s desperate attempt to resurrect his recently deceased baby son, with the help of his grownup stepson and a dodgy priest-cum-dark sorcerer. The film is set in a single location – the ritual hall – and depicts the chain of events leading up to the ritual.

Click link to view
http://hdl.handle.net/10356/69879

Lights, Camera, Acti-

Authors
Chan Hong Min Kenneth, Soong Jie Hui Adelene, Wu Bingyu

Supervisor
Mr Daniel Heng

Year
2017

Abstract

Lights! Camera! Act- is a 19 minute mockumentary about a quixotic arthouse filmmaker trying to produce his magnum opus. It is a comic interpretation of Camus’ The Myth of Sisyphus, and a look at the absurdist nature of art and the pursuit of artistic perfection.

Click link to view
http://hdl.handle.net/10356/69874

中国零售:实体电商的竞争竞合 = Competition And Cooperation Between China’s E-commerce And Merchandise Retailing

Authors
Li Yage, Zhang Danfeng

Supervisor
Prof Hao Xiaoming

Year
2017

Abstract

China has become the largest eCommerce market in the world with total number of 468 million digital shoppers. According to the report, over 40% total global eCommerce spend came from China. Aided by emerging technology, online shopping not only brings convenience into people’s lives but also shapes consumer’s shopping behaviour and habits. The threat posed by eCommerce forced traditional retail to make a change and many have started launched their online service or seeking for new business models. This feature aims to document this exciting on-going competition in China. Through reflecting on current trends we hope to unveil some insights on the industry.

Click link to view
http://hdl.handle.net/10356/69882

Floss Forward : Don’t Just Brush Off

Authors
Debra Geeta Rajwani, Lee Jun Teng Cody, M Kamini D/O Manivannan, Zhang Yi Yao

Supervisors
Assoc Prof Lee Chun Wah & Asst Kim Hye Kyung

Year
2017

Abstract

Floss Forward is an oral health communication campaign to encourage youths in Singapore to start flossing regularly. Gum disease and other oral health-related problems such as dental caries, and tooth decay is increasingly prevalent globally and in Singapore. In line with our research findings, a three-pronged strategy utilising social norms, tailored content and an interactive campaign approach were adopted to communicate the importance of flossing, its benefits and the potential implications of neglecting the habit,. A multi-touch point strategy using both online and offline tactics were implemented in the campaign. To ensure the credibility of the posts and their accompanying messages, content was vetted through by Singapore Dental Association and endorsed by the campaign’s main sponsor, Pearlie White.

Click link to view
http://hdl.handle.net/10356/69886

Paving the way

Authors
Chew Pei Shwen, Chew Qi Yang Paul, Chia Yi Theng Rachel, Lee Xue Qi Fiona

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Paving the Way, is a knowledge-centric campaign on path-sharing. Path-sharing is a budding concept within footpath usage emphasising mutual safe and gracious behaviour among footpath users. Paving the Way targets secondary students in Singapore aged 13 to 17, addressing their lack of knowledge about proper path-sharing behaviour and aiming to raise awareness about it, through explaining its importance and how to perform such behaviour. To address current knowledge gaps regarding path-sharing etiquette, qualitative and quantitative research was carried out to explore the path usage habits of students in Singapore. Based on research findings, key messages and campaign strategies of “storytelling”, “raising risk perception”, “raising self-efficacy” and “gamification” were crafted.

Click link to view
http://hdl.handle.net/10356/69888

Hungry for change : reducing food waste among youths in Singapore

Authors
Heng Jian Siong, Jheong Qi Lin, Leong Su Wei Michelle, Nur Syahirah Binte Mazlan

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Hungry for Change is a change communication campaign calling for a reduction in food waste among youths when dining. The campaign was targeted at youths aged 17 to 25 years old studying in local polytechnics and universities. The main aim of the campaign was to encourage these youths to practise food waste reduction behaviour by asking for smaller portions so as to minimise the amount of food that would be wasted, especially when dining in their respective educational institutions. At the same time, the campaign hoped that these youths would carry these habits over into other dining situations. The Hungry for Change campaign did this by casting the spotlight on the problem of food waste in Singapore and educating youths about the implications involved.

Click link to view
http://hdl.handle.net/10356/69872

Fine print : a pilot test to promote local literature among secondary school students

Authors
Boh Li Ping Bianca, Chloe Chan Qiyi, Lai Wing Chee Anna, Lim Wan Qi

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Fine Print is a youth-centric pilot campaign aimed at Singaporean teenagers aged 12 to 17. We aimed to improve their perceptions of local literature and to encourage them to engage with local literary works. The campaign was conceived in response to the National Literary Reading and Writing Survey in 2015, revealing that 3 in 4 teenage readers had not read a local book in the past year. The pilot sought to achieve these goals through incorporating social media and interactive games to make local literature fun and relevant for our target audience. Research findings were used to craft the campaign message, and both online and offline tactics were utilised to engage the target audience.

Click link to view
http://hdl.handle.net/10356/69873

Friends of Dementia

Authors
Cheong Kai Qi Hazel, Chow Yue Wah (Eva), Phua Ying Ying

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Friends of Dementia is a campaign to promote the creation of a dementia-friendly community in Singapore. The campaign aimed to educate and empower the Institute of Higher Learning (IHL) students from universities and polytechnics on the issues of dementia, thus becoming a Friend of Dementia who contributes positively towards building a dementia-friendly community. Besides delving into the current literature, a survey and focus group discussions were conducted to gain a deeper understanding of IHL students’ knowledge, attitude and behaviour towards dementia. The insights from the formative research helped to inform the campaign’s strategy which aimed to educate IHL students to become a Friend of Dementia, as well as to affect attitudinal and behavioural changes.

Click link to view
http://hdl.handle.net/10356/69883

Theatre invasion Singapore : a campaign to help NTU undergraduates gain a better understanding of theatre in Singapore

Authors
Adeeb Fazah bin Anwar Aziz Marican, Lydia Lim Qin Yun, Melody Ann Gibson, Zhou Minghui Teresa

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Theatre Invasion Singapore is a communication campaign targeted at undergraduate students from Nanyang Technological University aged 19 to 26. It was carried out as a pilot test to assess the effectiveness of strategies and tactics to help students gain a better understanding of theatre in Singapore in hopes of increasing theatre attendance. Theatre Invasion Singapore was conceptualised to raise awareness and improve perceptions through repositioning theatre as vibrant and energetic. The campaign employed digital and on-ground tactics such as a series of lecture invasions, informational posters on events listing platforms and promotions of current shows to keep students engaged.

Click link to view
http://hdl.handle.net/10356/69865

Maid a friend

Authors
Er Xin Ni, Lee Zhi Yong Clifford, Lew Li Ying Denicia, Poh Li Ting

Supervisors
Assoc Prof Lee Chun Wah & Asst Prof Kim Hye Kyung

Year
2017

Abstract

Maid a Friend is a social campaign that aims to provide a fulfilling living and working environment for Foreign Domestic Workers (FDWs) in Singapore, so that they can continue to contribute to Singapore’s society. The campaign aimed to do this by promoting meaningful conversation between household members and their FDWs, through enhancing perceived behavioural control among the target audience. The target audience was household members between the ages 35 and 59, as this group had the poorest performance in the behaviour, yet are the ones who have the most involvement in the employment of FDWs.

Click link to view
http://hdl.handle.net/10356/69843

Your keyboard your career campaign

Authors
Lee Jia Min, Namreena Bharat Samtani, Nuramira Shadrina Binte Mohamad Nasir, Rachel Phua Xiu Juan

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Your Keyboard Your Career is a campaign rallying millennials to practise responsible social media postings for the sake of their career, as studies have highlighted the prevalence of employers in Singapore conducting social media checks to guide their hiring decisions of a candidate. The campaign targeted millennials aged 18 to 25 years old who were enrolled in either a Polytechnic or a University as they were the demographic that would enter the workforce soon after graduation. By reframing social media screening as an opportunity for millennials to showcase themselves to employers instead of a threat to their employment opportunities, the campaign aims to encourage millennials to start practising responsible social media behaviours.

Click link to view
http://hdl.handle.net/10356/69868

Breaking the sound barrier

Authors
Ang Hui Xuan, Kwok Meng Kei, Melodi Lee Meili, Wong Jia Rong

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Breaking The Sound Barrier (BTSB) is a campaign to encourage more employers to hire deaf individuals. The main aim of the campaign was to create positive attitudes towards hiring the deaf by highlighting that the deaf are just as capable as the hearing. The campaign targeted people involved in the hiring process, such as managers and Human Resource (HR) personnel, who had no intentions of hiring the deaf. The campaign utilized both online platforms and on-ground activation as tactics to educate employers, provide social proof via success stories, and provide resources for employers to take action to hire the deaf.

Click link to view
http://hdl.handle.net/10356/69868

Get Askin’: A Skin Donation Awareness Campaign

Authors 
Lee Wanting Adriel, Lee Yen Lisa, Low Zi Yu, Teo Jia Ying Magdalene

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract
Get Askin’ is a youth targeted campaign to raise awareness about skin donation which ultimately aims to increase the number of skin donors in Singapore. Despite public education efforts to raise awareness of skin donation, knowledge of what it entails remains low while misconceptions about its processes remain high. The Get Askin’ team developed a strategic communication campaign to tackle these issues. The team consulted industry experts and conducted research in order to gain a better understanding of the barriers to skin donation. Campaign messaging techniques, strategies and tactics were then developed to effectively reach the target audience of youth aged 18-29.

Click link to view
http://hdl.handle.net/10356/69856

Stand corrected : a health communication campaign to educate young adults on ‘Text Neck’ syndrome arising from prolonged and improper usage of mobile devices

Authors
Dannie Seet Zhun Hao, Fiona Ang YingSi, Hannah Wong Wai-Yee, Joanne Tan Chu En

Supervisor
Mr Ferdinand De Bakker

Year
2017

Abstract

Stand Corrected is a communication campaign to raise awareness and educate young adults in Singapore on ‘Text Neck’ syndrome. The campaign’s goal is to reduce the prevalence of long-term spinal complications, by having young adults aged 21 to 29 to be mindful of their own posture while using mobile devices and to adopt lifestyle changes to curb ‘Text Neck’ syndrome. Drawing insights from formative research, a three-phase campaign approach – engage, trigger and reinforce was developed as a framework for the campaign’s execution. The campaign strategy of creating an interactive experience helps to shed light on ‘Text Neck’ in an appealing and relatable way for young adults.

Click link to view
http://hdl.handle.net/10356/69846

Make the cut : a communication campaign that promotes using fashion to combat textile waste

Authors
Cheo Peijun, Lim Li Zhen, Ong Lynette, Vanessa Lim

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

Make The Cut is a campaign in Singapore that addresses the issue of textile waste using a fashion-centric framework. It aims to educate and motivate Singaporean females age 18 to 25 to maximise the use of clothes through green consumerism activities — restyling and repurposing clothes — to combat textile waste. Although Singapore has experienced an increase in textile waste output by 61% since 2008, textile waste recycling rates remain stagnant at 7% as of 2016. The team developed a strategic communication plan that engaged the audience in maximising the use of clothes to combat textile waste. Restyling and repurposing of clothes were promoted through social media and hands-on activities.

Click link to view
http://hdl.handle.net/10356/69922

Save our soles SG : SOS SG

Authors
Khoo Qi Ying Shan, Kimberly Lam Min Pei, Nurwajiha Bte Zohry, Wee Loke Xian Cherylyn

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Save Our Soles SG (SOS SG) was a campaign aimed at empowering women with the knowledge and awareness of the short term and long term health consequences of wearing high heels, and what they could do to care for their feet. SOS SG was targeted at working women aged 21 to 45 years old. The impact of wearing high heels has on women’s health had been well-documented, but this culture seemed to persist both globally and locally. This report looked into the thoughts, perceptions, and habits of women in Singapore on the issue of wearing high heels. It also covered the planning, execution, and evaluation of the campaign to spread awareness of the health issues and good habits that could be adopted.

Click link to view
http://hdl.handle.net/10356/69861

On The Mend: A campaign to fix the depression treatment gap in young male adults in Singapore

Authors
Charlene Siah, Charmaine Choo Xinyi, Melanie Heng Xue Ting, Tan Hao Yun Charlene

Supervisor
Asst Prof Chung Myo Jung

Year
2017

Abstract

On The Mend is a communication campaign aimed at encouraging young male adults to seek help for depression. Due to masculine norms, men tend to subscribe to help-seeking stigma and perceive seeking help for depression as a weak and feminine behaviour. In turn, this causes them to hold negative attitudes towards seeking help and be less prone to seek help for depression. Depression is the most prevalent mental illness in Singapore, with 18 – 34 years old adults being the most at risk. With this in mind, On The Mend aims to build a supportive environment where men do not see seeking help as a weak behaviour and feel comfortable seeking help for depression.

Click link to view
http://hdl.handle.net/10356/69858

MO-MENTS: A Public Communication Campaign Encouraging Attitudinal Change and Behavioural Adoption of Basic Money Management among Young Adults in Singapore

Authors
Badron Bin Adnan, Low Zhang Quan, Marcus Lim Han Ming, Ng Hyun Jung Gladys

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

Mo-Ments is a digital-led strategic communication campaign to encourage young adults in Singapore to adopt stronger money management habits (comprised of four key pillars: saving, managing spending, budgeting, and credit/debt management). The project was conceptualized on the back of growing financial challenges in Singapore coupled with the low penetration of money management behaviours among the young adult demographic (aged 18 to 30) here. Through a combination of storytelling narratives, Mo-Ments communicated to its young adult target audience that money management is manageable and a powerful enabler in helping them to achieve their goals, thereby bolstering their confidence and commitment to the related behaviours.

Click link to view
http://hdl.handle.net/10356/69884

The Lunchbox Movement: Better your life, one lunch at a time

Authors
Chong Hui Qi, Elizabeth Tan Yu Lin, Lim Bi Jia Valerie, Sim YunHan Aaron

Supervisor
Assoc Prof Lee Chun Wah

Year
2017

Abstract

The Lunchbox Movement: Better your life, one lunch at a time, is a campaign which promoted healthy eating habits through the consumption of home-packed lunches at least twice a week, among university students. A survey study was conducted to gain a deeper understanding of Singaporeans’ current eating behaviours and their perception towards both eating out and eating home-packed lunches. The campaign’s strategy was designed to effect change in attitudes, self-efficacy, and behaviour. Campaign outreach activities were organised to carry across the key messages of the campaign.

Click link to view
https://repository.ntu.edu.sg/handle/10356/69889

Joyful Beginnings

Authors
Ng Bao Yi, Ruth Lee Hui Ern, Sim Hui Chin Cheryl, Zoey Loh Ying Hui

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Joyful Beginnings is a health communication campaign aimed to raise awareness about Postnatal Depression (PND) among young parents between the ages of 21 to 39 in Singapore. The campaigned also looked to promote the importance of postnatal support, in order to bring enhance knowledge and attitudinal changes among them. Joyful Beginnings zoomed in on three aspects of support, community, partner and family. With support from medical experts, the campaign reached out to its target audience through on-ground outreaches and online engagement

Click link to view
https://repository.ntu.edu.sg/handle/10356/69891

Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore

Authors
Jeremy Hau Wen Xin, Joey Chua Siok Min, Samantha Tan Xiao Hui, Wang Yongsheng Collin

Supervisors
Asst Prof Kim Hye Kyung & Assoc Prof Lee Chun Wah

Year
2017

Abstract

Project This Ability (PTA) is a communication campaign aimed at promoting sports to Persons with Disabilities (PWDs) aged 18-25. As PWDs are more susceptible to secondary health conditions, experts recommend sports for its benefits on PWDs’ mental, physical and social well-being. The campaign leveraged on role-modelling and social norming theories in their campaign tactics and messages, which resulted in a unique packaging of sports as a fun, recreational activity for one to partake with friends.

Click link to view
http://hdl.handle.net/10356/69892

The Lite Side

Authors
Koh En Li Deborah, Koh Ming Yu Kevin, Koh Zhi Hui, Ng Xi Wen

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

The Lite Side is a health communication campaign which aimed to increase the consumption of healthier meals on University campuses. It was executed in collaboration with the Health Promotion Board and National Youth Council in NTU and Singapore Management University. This campaign aimed to tackle knowledge and attitudinal obstacles that Singaporean university students faced regarding healthier eating. As well as to foster healthier eating habits that students could carry into their working life.

Click link to view
http://hdl.handle.net/10356/69817

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Project Sapling

Authors
Michelle Mak, Ng Zhixin, Quek Xue Fang & Timothy Soh

Supervisor
Mr Tim Clark

Year
2013

Abstract
Project Sapling is a campaign targeted at preschool students aged between 4
and 6, to increase their awareness of the environment. It was designed to be a
pilot program to initiate green education as part of the preschool curriculum and it
engaged kindergarten children through hands-on learning experiences, culminating
in an exhibition to reach out to a wider audience. The activities were devised with
reference to psychological theories on children’s education.

Click link to view
http://hdl.handle.net/10356/52943

Project Bin&Go: A Public Relations Campaign to Promote Fuss-Free Recycling with Sentosa

Authors
Mohamed Fadzil Bin Mohamed Hisum, Nurkhairah Binte Sumarto, Syahidah Binte Johari & Tan Chee Long Samuel

Supervisor
Mr Tim Clark

Year
2013

Abstract
Project Bin&Go aims to promote fuss-free recycling and increase recycling efforts
by guests and staff on Sentosa. The campaign was in line with Sentosa’s Green
Plan as part of their corporate and social responsibility program. Staff and guests
were engaged through various events that educated them on recycling as well
as implementing long-term initiatives such as increasing the number of recycling
outlets on the island.

Click link to view
http://hdl.handle.net/10356/52453

Makan Mantra: An Initiative to Reduce Food Waste in Singapore

Authors
Beh Wei Hong Willy, Isabelle Lim Qian Hui, Lim Hui Ping Rachel & Tang Ying Ying Glenda

Supervisors
Mr Tim Clark & Dr Yeoh Kok Cheow

Year
2013

Abstract
Makan Mantra is a strategic communication campaign focusing on the reduction
food wastage in Singapore. This is the first student-led campaign to partner 13
Food & Beverage (F&B) businesses to reduce food waste in Singapore. Targeted at
young working adults aged 20 to 34, the objectives of the campaign were to raise
awareness of food wastage and to enable consumers to reduce their own. It sought
to achieve this by introducing and implementing eight methods, known as ‘mantras’,
for consumers to adopt throughout their meal.

Click link to view
http://hdl.handle.net/10356/52583

The Effects of 3D Presentation and Dependency Portrayals on Philanthropy

Authors
Chia Shi Yun Cerlyn, Lee Yu Xian Joel, Ong Mingren Cornelius & Shum Wai Kit Alan

Supervisor
Asst Prof Jung Younbo

Year
2013

Abstract
This study aims to find out if 3D presentation in a philanthropic context can change
attitudes towards the disabled elderly and increase donations. Results from
mediation analyses showed that cognitive attitudes towards the disabled elderly,
social presence, and favour towards the advertisement were significant mediating
factors for the effect of 3D presentation on certain variables. Implications with
regards to the use of 3D presentation in attitudes towards philanthropy and charities
were discussed.

Click link to view
http://hdl.handle.net/10356/52502

Social Cues and Cyberbullying in Facebook: The Effects of Flaming Messages, Friend Count and Anonymity on Cyberbullying Behaviors

Authors
Chan Hui Ling, Fitrina Yuvitasari, Jeremy Ong & Kok Yinghui

Supervisor
Asst Prof Jung Younbo

Year
2013

Abstract
The research seeks to investigate cyber bullying behaviours on Social Networking
Sites (SNSs) by studying the effects of message, receiver and sender characteristics
within one such popular platform, Facebook. In this study, a communication model
was applied to understand how the frequency of cyber bullying activity, friend count
and anonymity within Facebook can affect cyber bullying intentions and perception
towards a potential cyber bully victim.

Click link to view
http://hdl.handle.net/10356/52577

Image Credit
Featured image Cyber Bullied by Flickr user Wen Tong Neo. CC BY 2.0.

In My Hands: Holding the Digital

Author
Tan Wei Zheng

Supervisor
Asst Prof Kim Ji-Hoon

Year
2013

Abstract
This paper aims to be a philosophical treatise on the phenomenology of touch in
electronic and digital media devices. While the paper does examine gaming on
the iPad and other electronic devices, the purpose of the paper is not to delve into
ludology or the cultural issues surrounding gaming and electronic or digital media.
Rather, the paper explores the relationship between the lived-body and the electronic
and digital “body”. This is through using Vivian Sobchack’s work in Carnal Thoughts
as a springboard, paying special attention to how embodiment can be extended to
digital spaces—understood as “imaginal” spaces—and electronic devices.

Click link to view
http://hdl.handle.net/10356/51502

《低头族世代》 Mobile Dependency

Authors
Lee Siau Li & Zhou Shiya

Supervisor
Asst Prof Lin Tsui-Chuan Trisha

Year
2013

Abstract
This Chinese news feature focuses on the various adverse social impact of
smartphones on Singapore society. This advancement of technology has not
only revolutionized the mobile phone landscape, but also changed people’s
interaction and relationship with such mobile gadgets. As we praise smartphones
for the convenience it brings to our daily life, some experts have questioned its
effectiveness. While smartphones help one to connect better with a certain group
of people; it can also disconnect one from others.

Click link to view
http://hdl.handle.net/10356/52516

Additional link
http://ditouzu.weebly.com/

Wanted: Bus Drivers

Authors
Lee Jian Xuan, Malcolm Koh Sheng Wei, Teo Hee Boon Natalie & Wong Kang Wei

Supervisor
Ms Hedwig Alfred

Year
2013

Abstract
Taking the bus in Singapore is a daily ritual for many. Accustomed to a world-class
transport system, we expect our rides to be smooth and swift, with minimum fuss
and maximum comfort. But of late, Singapore’s public transport system has been
bursting at the seams, with breakdowns and delays becoming commonplace. As
a result, frontline transport workers like bus drivers have often become unwitting
punching bags for irate passengers. This project takes up the perspective of bus
drivers in Singapore, to explore the challenges that they face in their line of work. It
attempts to find out how bus drivers are recruited and trained to drive on our roads,
and the severity of the bus driver shortage.

Click link to view
http://hdl.handle.net/10356/52576

The Senior Dollar: Growing Old with Healthcare Costs

Authors
Siau Ming En, Boh Su Huan Samantha & Rachel Loi Shu Yi

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2013

Abstract
This project focuses on the various healthcare expenses borne by seniors in
Singapore. It digs deep to find out why and where exactly are these costs coming
from. Through research and interviews with academics, eldercare service providers
and seniors, the feature looks at different demographic characteristics of the senior
population in Singapore. Also included is a section which provides details of various
subsidies available to seniors as well as a challenge-solution guide to the latest
assistive devices being sold in Singapore.

Click link to view
http://hdl.handle.net/10356/52572

“Sisters”

Author
Zheng Haoquan Darius

Supervisor
Asst Prof Liew Kai Khiun

Year
2013

Abstract
“Sisters” is a story that revolves around a current sex worker and an ex-sex worker. It
explores the intricacies of their interdependent relationship with each other. Based
largely on real-life events – a huge part of the scriptwriter’s research and fieldwork
– “Sisters” aims to let the audience have a glimpse of Orchard Tower’s sex work
industry and the problems sex workers face through the eyes of these two sisters,
albeit non-biological. Along with their interactions with the people around them,
when crisis strikes this pair of women and forces them to face the very elements
that have turned them both in and out of this industry—will they be able to turn this
crisis around to their advantage?

Click link to view
http://hdl.handle.net/10356/52521

Growing Up with Less

Authors
Benny Lim Quah Chiang, Candice Neo Jia Ying, Trinh Hoang Ly & Xu Yuan Duan

Supervisor
Ms Lau Joon-Nie

Year
2013

Abstract
Growing Up with Less explores the hidden side of cosmopolitan richest-country-inthe-
world Singapore where the government-built apartment complexes are littered
with trash and used sanitary pads and your neighbour next door could be a drug
addict. The documentary focuses on the plight of children from low-income families
where parents struggle to make ends meet, leaving their children unsupervised,
often hungry for food and affection and extremely vulnerable to bad influences.
Through the observing eyes of the cameras, the many facets of their lives and the
accompanying dramas that rolled over from the adults’ lives are exposed, showing
just how vulnerable the children are and how much they need a guiding hand to
bring them out of the poverty cycle.

Click link to view
http://hdl.handle.net/10356/52524

Additional link
http://www.growingupwithless.sg

《就从我开始》 Start with Me

Author
Eu Si Yuan

Supervisor
Asst Prof Bradley Freeman

Year
2013

Abstract
Start With Me is a five-episode Chinese audio documentary. This program features
five individuals dedicated to the cause of molding Singapore into an inclusive
society for the disabled. Through personal experiences and motivating stories of
the interviewees, the producer hopes to inspire listeners to do their part for better
inclusion, understanding and acceptance for the disabled.

Click link to view
http://hdl.handle.net/10356/52919

Image Credit
Featured image Disabled access by Flickr user Roger Price. CC BY 2.0.

《从心了解,重新出发》 They are Making a Difference, are They?

Author
Chua Yan Yu

Supervisor
Asst Prof Bradley Freeman

Year
2013

Abstract
The objective of this radio report is to investigate some controversies surrounding
overseas voluntary work. The radio reports, available in both English and Mandarin
with identical content, aim to get listeners thinking about whether engaging in
overseas voluntary work is necessarily a good thing. It contains not only what
volunteers and non-volunteers have to say, but also what they have to say about
one another’s opinions.

Click link to view
http://hdl.handle.net/10356/52582

Image Credit
Featured image Bandung Trip by Flickr user Zhao !. CC BY 2.0.

From the Shadows

Authors
Bhavan Jaipragas & Ng Jun Sen

Supervisor
Assoc Prof Cherian George

Year
2013

Abstract
Borne out of six months of field work in peninsula Malaysia, From the Shadows is an
illustrated feature-writing project about the lives of Malaysia’s marginalised ethnic
Indian community, and their likely impact on the country’s 13th general election in
May 2013. The project was published a few days ahead of the landmark polls, and it
was picked up by news media outlets in Singapore and Malaysia.

Click link to view
http://hdl.handle.net/10356/52931

Blaming the Victim: A Radio Documentary

Author
Chen Hui Grace

Supervisor
Asst Prof Bradley Freeman

Year
2013

Abstract
Blaming the Victim is a 30-minute radio documentary which explores victim-blaming
attitudes towards sexual assault victims. Victim-blaming is a phenomenon where
blame is partially or fully attributed to a victim of an assault. The documentary
examines why people have victim-blaming attitudes, how these attitudes are
perpetuated and why victims often blame themselves for their own attacks. It also
highlights some common misperceptions of sexual assault such as who its victims
and perpetrators are.

Click link to view
http://hdl.handle.net/10356/52452

Image Credit
Featured image SlutWalk Chicago by Flickr user John W. Iwanski. CC BY 2.0.

Antecedents and Consequences of Child Emotional Abuse: A Retrospective Study among Undergraduates in Singapore

Authors
Chong Miao Yee Clare, Deng Shiying & Lim Lee Teen Ronda

Supervisors
Asst Prof Shin Wonsun & Asst Prof Suwichit Chaidaroon

Year
2013

Abstract
Child Emotional Abuse (CEA) refers to the significant impairment of a child’s social,
emotional and intellectual development resulting from the adult’s persistent
hostility, ignoring, blaming and discrimination of the child. An online survey was
administered to 615 undergraduates in Singapore and they were asked to recall
their childhood experiences of emotional abuse. Based on the results, the study
looked at the theoretical implications and practical contributions to policymakers,
campaign organisers and parents to address the problem of CEA in Singapore.

Click link to view
http://hdl.handle.net/10356/52258

Image Credit
Featured image Educational Tour by Flickr user Choo Yut Shing. CC BY 2.0.

Myanmar: In Our Midst

Author
Wallace Woon Shih Leong

Supervisor
Mr Tay Kay Chin

Year
2013

Abstract
Myanmar: In Our Midst is a photojournalism project that seeks to shed light upon
the Burmese population in Singapore through a series of profiles of Burmese in
Singapore from diverse backgrounds – students, migrant workers, permanent
residents and Burmese Singaporeans. Given the recent developments in Myanmar,
this project is an attempt to answer the question of whether these Burmese will
now return home, given that they have lived, worked and grown up here for over
half a century.

Click link to view
http://hdl.handle.net/10356/52926

Marrying Out: Singapore’s Mixed Future

Authors
Eve Yeo YuPing, Foo Chi Loong Kenneth & Loh Yan Wen Edwin

Supervisor
Ms Hedwig Alfred

Year
2013

Abstract
Singapore’s population is getting all mixed up and there is no stopping it. While the
mixed marriage trend is not new, the uptick in the last decade has been significant.
This rising trend throws up a spread of issues, most of which have no straightforward
solutions. But one thing is clear: we must change the way we perceive race and
national identity. As these marriages slowly blur out the lines on issues of race and
nationality, Singaporeans have to reconsider what makes a Singaporean. Marrying
Out: Singapore’s Mixed Future is a shared account of voices from mixed marriage
couples on the ground to top-level academics and policymakers seeking to chronicle
the current changing demographic landscape and chart the future of the place we
all call home.

Click link to view
http://hdl.handle.net/10356/52523

Imagined Contact Theory: A Study of the Relationship between the Use of Weibo and Perceived Discrimination amongst Chinese Immigrants in Singapore

Authors
Alvin Chia Zhao Yuan, Tan Sie Mun, Tan Xin Qi Lisa & Woo Zhen Wei

Supervisor
Asst Prof Arul Chib

Year
2013

Abstract
This study examined how virtual contact through mediated communication using
the social networking site (SNS) Sina Weibo can reduce how Chinese immigrants in
Singapore perceive themselves as being discriminated by the locals. As part of the
research, a five-week campaign sought to engage young Chinese immigrants aged
16 to 35 living in Singapore and using the transtheoretical model of behavioural
change, the campaign sought to promote an open discussion of issues that would
prepare them for future contact. The findings were discussed in relation to the
specific recommendations that could be made at governmental and institutional
levels.

Click link to view
http://hdl.handle.net/10356/52575

Image Credit
Featured image Instruction #7 – “When you have to shoot: shoot! Don’t talk!” – Il Brutto by Flickr user Kevin Utting. CC BY 2.0.

Home Swee Home: A Documentary Film

Authors
Priscilla Low, Jeremy Lim & Tong Sian Choo

Supervisor
Ms Nicole Lorraine Draper

Year
2013

Abstract
Migration is a hot issue in many countries around the world, but Singapore’s
recent immigrant-driven population explosion has been exceptional in magnitude.
The recent influx of immigrants in Singapore has caused tension and uncertainty,
prompting us to question what it truly means to be Singaporean. Through Home
Swee Home, the filmmakers explore our society’s rapidly changing demographics
and learn about our common national identities. One key question is to define who
qualifies as a Singaporean, by first defining the Singaporean identity.

Click link to view
http://hdl.handle.net/10356/52952

Youth Hawkerprise Campaign

Authors
Cheng Chun Yeong Mark, Chew Yixian Eunice, Tan Li Shan & Wendy Aw Wen Ting

Supervisors
Asst Prof Liew Kai Khiun & Asst Prof Angela Mak

Year
2013

Abstract
Targeted at youths aged 17 to 35, this campaign aimed to raise awareness of the
lack of youths in the hawker trade and challenge negative hawker stereotypes by
utilising positive images and success stories of existing youth hawkers. Focusing
on interactive platforms such as a photo exhibition and a workshop with networking
opportunities, the campaign stroved to provide opportunities for youths with passion
in culinary arts to consider the potential of honing their abilities and setting up
viable food businesses at hawker centres. It sought to keep the street food culture in
Singapore alive and ensure that affordable dining will be available for generations
of Singaporeans to come.

Click link to view
http://hdl.handle.net/10356/52590

Tastes of Yesteryear: A Campaign to Promote and Preserve Food Heritage among Youth in Singapore

Authors
Cher Jia Hui Clement, Lee Min Jie Cedrick, Ngieng Shi Hui Eunice & Ong Zhong Yi Andrew

Supervisors
Asst Prof Fernando Paragas & Asst Prof Liew Kai Khiun

Year
2013

Abstract
This project aims to raise awareness on the importance of Singapore’s food heritage
and encourage its preservation among Singaporean youth aged 18 to 25. The multicultural
nature of Singapore has given birth to a unique food culture that has come
to characterize its food ideology. However, current literature reveals a lack of effort
to preserve Singapore’s food heritage. This paper details the conceptualization and
execution of the campaign as well as the key strategies and tactics employed. The
effectiveness of the campaign was assessed via process and outcome evaluation,
and future recommendations were provided.

Click link to view
http://hdl.handle.net/10356/52586

Shophouse Spirit: Layered Living in Modern Singapore

Authors
Cassandra Yeap June Yi, Cherie Thio Tian Zhen & Nur Asyiqin Binti Mohamad Salleh

Supervisor
Assoc Prof Cherian George

Year
2013

Abstract
Shophouses were, at one point, the dominant building form in Singapore. First
brought to the island by immigrants from Southern China in the 19th century, they
earned widespread popularity across races and social classes because of their
adaptability, and the ease with which they could be built. Now, they are icons
of Singapore’s history and heritage. But shophouses represent more than just
Singapore’s past. Behind the shutters of each shophouse reside inhabitants who
embrace an ethos very different from that of the rest of the population. This feature
seeks to express the spirit of the shophouse lifestyle through the stories of the
people living in and around them. It hopes to uncover perspectives on living that are
timeless – yet especially timely for a society that is grappling with what it will take
to grow successfully.

Click link to view
http://hdl.handle.net/10356/52519

New Age of Heritage

Authors
Goh Shang Zhe Kenneth, Lock Mei Jin Clara & Loh Jiaju Ronald

Supervisor
Asst Prof Andrew Duffy

Year
2013

Abstract
New Age of Heritage is a news feature which examines the new face of Singapore’s
heritage seen through the perspectives of businessmen, designers and collectors
celebrating the future of Singapore’s past. In a rapidly-developing and globalized
Singapore, the age-old concept of heritage has also undergone the winds of change.
More Singaporeans are coming up with new and innovative ways of living with
the past – from selling heritage-themed merchandise, making films on forgotten
landmarks, to incorporating Korean hit Gangnam Style into Peranakan folk songs.

Click link to view
http://hdl.handle.net/10356/52325

Curtain Call: A Final Bow for the Traditional Arts

Authors
Khew Carolyn Jin-Ny, Chen Shanshan & Valerie Koh Swee Fang

Supervisor
Ms Hedwig Alfred

Year
2013

Abstract
Curtain Call explores the challenges that today’s traditional artists face on a daily
basis, from making a living to finding a successor to hand over the ropes to. In recent
decades, the traditional arts scene in Singapore has been trailing behind the more
well-received contemporary arts industry. But with a $23 million kitty and a five-year
Traditional Arts Plan proposed by the National Arts Council, the languishing state of
the industry looks set to change. In the face of these challenges, many have taken to
modernising their art forms, to the dismay of traditional arts purists. From Peranakan
raps to Heng Hwa string puppetry, Curtain Call takes a closer look at Singapore’s
traditional arts.

Click link to view
http://hdl.handle.net/10356/52501

Promoting Positive Perceptions During Crises: Effects of Scents on Journalism Students in a Media Conference Setting

Authors
Aw Shu Qin Cassandra, Gerlynn Chan Si Ying, Jolene Christina Ng & Lim June

Supervisors
Assoc Prof May Oo Lwin & Asst Prof Augustine Pang

Year
2013

Abstract

Through the theoretical lens of Petty and Cacioppo (1986)’s Elaboration Likelihood
Model (ELM), the study posits that congruency of gender characteristics between
olfactory and visual stimuli during a media conference would influence message
reception. The study assessed the journalists’ states and evaluations of organization
and spokesperson, as well as their news articles written based on the spokesperson’s
message.

Click link to view
http://hdl.handle.net/10356/52522

Image Credit
Featured image Miniature perfume dispensers by Flickr user William Cho. CC BY 2.0.

Pirates of Southeast Asia: An Informative Radio Documentary on the Multi-Million Dollar Pirate Industry

Authors
Sharifah Fadhilah Alshahab & Roshini Melvin

Supervisor
Asst Prof Bradley Freeman

Year
2013

Abstract
Pirates of Southeast Asia is a radio documentary discussing the issue of piracy
in the Southeast Asian region. The documentary takes a closer look at some of
the steps being taken to mitigate the effects of piracy to ensure the safe passage
of mariners through our region. Most importantly, it provides the reasons for the
persistence of piracy, which is a problem that has prevailed for centuries.

Click link to view
http://hdl.handle.net/10356/52584

Image Credit
Featured image Pirates surrender to NATO counter-piracy task force by Flickr user Official U.S. Navy Page. CC BY 2.0.

Moving In on Myanmar: Is this Singapore’s Moment?

Authors
Ng Zi Ting Jasmine, Tay Hiok Leng Mark & Chung Ai Jia Krystal Faith

Supervisor
Assoc Prof Cherian George

Year
2013

Abstract

Once the richest country in Southeast Asia, Myanmar is re-entering the world
economy as it emerges from decades of military rule and crippling global sanctions.
In a bid to draw jobs, the country has thrown its doors open to foreign investment
and is working feverishly to introduce new investment laws and modernise its
very basic banking system. Moving In on Myanmar explores the attractiveness of
Myanmar as a business destination and how Singapore, with its historical relations
with the country, is faring in the race for deals in the emerging market.

Click link to view
http://hdl.handle.net/10356/52573

Crying with Victims During Crisis: How CEO’s Emoting Impact Stakeholder’s Perception of Organization

Authors
Mano Vikneshwaran, Lee Hui Zyi, Yeo Yan Ping & Xu Jinghui

Supervisors
Asst Prof Augustine Pang & Assoc Prof May Oo Lwin

Year
2013

Abstract
Crises often occur in the form of unexpected events which evoke emotional
experiences for those involved. Though crisis research has largely focused on verbal
strategies in responding to a crisis, how they are delivered is arguably crucial too.
While crisis literature shows that stakeholders experience emotional upheavals
during crises, is it possible that organizations can be emotionally affected as well?
If so, can organizational leaders, like the CEOs, then freely express emotions such
as sobbing when communicating with stakeholders?

Click link to view
http://hdl.handle.net/10356/52904

Image Credit
Featured image Civil, Immigrants and Labor Rights Groups to Issue a Call to Action for Commonsense Immigration Reform by Flickr user SEIU. CC BY 2.0.

Storyteller’s Tale: Journey of a Scribe

Author
Aradhna Kaur

Supervisor
Assoc Prof Stephen Teo Kian Teck

Year
2013

Abstract
Socially awkward and frumpy Charlotte Najera is often overlooked when she is
standing next to her pretty and successful best friend Fiona Wright. Working at
BookEnds, a small but successful bookstore owned by an almost reclusive older man,
Patrick, allows Charlotte to fade away into the woodwork and avoid embarrassing
social situations. Spending all her day at work means Charlotte hears Patrick’s
stories about Arcadis over and over again, a tale Charlotte writes off as fictional
until the day she walks through a mysterious door at the bookstore and ends up
stranded in another world.

Click link to view
http://hdl.handle.net/10356/52574

Image Credit
Featured image Bookstore by Flickr user Shelby H. CC BY 2.0.

Mixtape Vol 1: Lion City Rock ‘n’ Roll

Authors
Amelia Tan Hui Fang & Anjali Raguraman

Supervisor
Asst Prof Andrew Duffy

Year
2013

Abstract

Mixtape Vol 1 takes an in-depth look at the local music scene through interviews
and conversations with local artists. The music community in Singapore can be
described as a clique, an exclusive group of people with different expertise banding
together and promoting each other. Local musicians share a common goal of
wanting to make a name for Singapore artists both domestically and internationally.
Rather than trying to find a “Singapore sound”, local artists are reflecting the
growing global outlook of music.

Click link to view
http://hdl.handle.net/10356/52585

Film Literacy & Education in Singapore: Learning about Movies, Learning through Movies

Authors
Tan Yuan Sheng, Ou Xin Ying & Sivanessan s/o Kitnasamy

Supervisors
Asst Prof Liew Kai Khiun & Assoc Prof Stephen Teo Kian Teck

Year
2013

Abstract
This study takes an exploratory and qualitative approach in examining the necessity,
benefits and feasibility of a film literacy programme in the local context. It examines
the potential of using film to teach values and sociocultural insights in Singapore,
as well as the effectiveness of an ahistorical filmic and constructivist pedagogical
approach in teaching film literacy.

Click link to view
http://hdl.handle.net/10356/52912

Image Credit
Featured image IMAX by Flickr user William Ng. CC BY 2.0.

20-Somethings

Author
Cheung Kai Dick

Supervisor
Ms Nicole Lorraine Draper

Year
2013

Abstract
20-Somethings is a show about six friends who are at vastly different stages of their
lives, even though they are all twenty-something. Ken and Jaime are navigating the
tricky path of marriage and parenthood. Ken’s goofy brand of love constantly clashes
with Jaime’s tough-love approach, and it’s driving her crazy though they love each
other deeply. Derek is a prodigious lawyer coming to grips with establishing himself
in a field where academic success does not necessarily get one to the top. Yam is a
cynic pursuing a childhood dream of stardom, while Arnesh is an adult that still sees
the world through a kid’s overprotected eyes. Jason is the only one acting his age,
as his predominant concerns are getting laid or wasted, preferably both.

Click link to view
http://hdl.handle.net/10356/52589

Image Credit
Featured image Scripted by Flickr user Sean Ganann. CC BY 2.0.

Purple Light

Authors
Ang Zhi Xin Cecilia & Charlene Yiu Hui Xian

Supervisor
Mr Kym Campbell

Year
2013

Abstract
Private Low Zipeng finds himself in National Service, where being openly gay is
frowned upon, not to mention it complicates his delicate relationship with his
father. Yet by a twist of fate, he falls in love with his army buddy, Ethan Khoo. They
struggle to work out their feelings for each other while trying to keep it under wraps
from their Sergeant Loke. Purple Light entails the story of love, brotherhood and
expression of oneself.

Click link to view
http://hdl.handle.net/10356/52580

Moriah

Authors
Chan Yi Hern, Charlene Chan Shu Min, Wong Oi Shan & Yew Si-Yang Marcus

Supervisor
Mr Kym Campbell

Year
2013

Abstract
Thomas is a man of faith; he loved Him so much that he devoted his entire life to His
service. Years ago, he left his loving girlfriend, Marie, to pursue the priesthood with
her blessings. But now, Marie is dead and the secrets behind her death unravel to
reveal the involvement of more than one member of the church.

Click link to view
http://hdl.handle.net/10356/52938

‘Hidden Folk’

Authors
Ashley Arriola Christopher John, Tan Sihan, Thong Kay Wee & Ye Xinmin

Supervisor
Mr Kym Campbell

Year
2013

Abstract

‘Hidden Folk’ is a short film that follows the day in the life of Lilian Mah, a successful
curator and art educator. Lilian is about to wrap up the gallery show of her burgeoning
career, but the events that unfold leading up to the wrap will change the course of
her life and career forever. Set in the context of Singapore which in recent years
have been rife with scandals, the film hopes to uncover the hidden stories of the
parties involved and present a new perspective of these life-changing events.

Click link to view
http://hdl.handle.net/10356/52514

Discoteca!

Authors
Adam Osman, Ahmad Khan Surattee, Vikneshwaran s/o Kobinathan & Tang Wei Mun

Supervisor
Mr Kym Campbell

Year
2013

Abstract
The lives of three young Singaporeans intertwine at Zouk one night. Simon is a
National Service recruit who has just been dumped, and his two best/worst mates
take him out for some action. Sarah is about to leave for London to study and she’s
having one last hurrah with her two best friends. Val is a confident, popular, rich kid
who’s living it large on his birthday. As the night unfolds heart-wrenching revelations
and unexpected courage transpire.

Click link to view
http://hdl.handle.net/10356/52578

The TAPtalk Project: Harnessing New Media to Enhance Parent-Teen Communication

Authors
Lim Xiang Yun, Sim Kai Li Florence, Tan Mui Huan Esther & Tan Jia Yi

Supervisor
Asst Prof Shin Wonsun

Year
2013

Abstract
The TAPtalk Project is an initiative to harness new media to enhance parent-teen
communication. Targeted at teenagers aged 13 to19 and their parents, the campaign
involved the development of a unique online forum for both parents and teenagers
that allowed them to interact in an anonymous and communal setting.

Click link to view
http://hdl.handle.net/10356/52932

The Silver Yarn Project: Campaign to Promote Intergenerational Bonding between Youths and Grandparents

Authors
Alan Choong Jia Tang, Koh Ai Li Regina, Teo Yong Kwang Nicholas & Wan Yue Ying Sarah

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

Abstract
Primary and secondary research has shown that while Singaporean youths know the
importance of intergenerational relationships, many lack the motivation to foster
stronger ties with their grandparents. By first encouraging greater interaction with
the closest elderly person in their lives, The Silver Yarn Project aims to encourage
youths to build a better relationship with their aged family members and in the long
run, create a more positive mind-set towards the elderly. Targeted at youths aged 19
to 26, the project employed the theme of storytelling to encourage youths to forge
stronger bonds with their grandparents or elderly persons in their lives.

Click link to view
http://hdl.handle.net/10356/52815

Tadpoles

Authors
Chin Jing Yi, Tan Ivan & Tang Hui Huan

Supervisor
Ms Nicole Lorraine Draper

Year
2013

Abstract
Tadpoles is a short film exploring the theme of family relationships, particularly that
of contemporary Asian families. The effects of strained family relationships – even
if they occur between just two family members – are usually felt throughout the
household. Yet, the very forces that divide a family are also the ones that can bring
them back together again.

Click link to view
http://hdl.handle.net/10356/52588

Look, Ma: A Public Communication Campaign to Encourage Parents to Spend More Time Listening to Their Children

Authors
Kelly Lau, Gu Fenghui & Costa Daniel Chua

Supervisor
Asst Prof Fernando Paragas

Year
2013

Abstract
The “Look, Ma” campaign aims to promote awareness among parents with children
between the ages of 0 and 10, about the importance of playtime and a self-created
childhood in the lives of children. This was the first-ever research conducted, in
partnership with the Association of Early Childhood Educators Singapore (AECES)
and the National Institute of Education (NIE), on children in Singapore to uncover
their understanding of childhood. Look, Ma’s significance lies in being one of the first
local projects, if not the pioneer project, in emphasizing childrens’ voices and their
rights for a stake in their childhood.

Click link to view
http://hdl.handle.net/10356/52520

Fabric of a Family: Alternative Families in Singapore

Authors
Goh Chay Teng & Quah Dai Wei

Supervisor
Mr Tay Kay Chin

Year
2013

Abstract
This photojournalism project documents the lives of various types of families in
Singapore. The Singapore government has made no secret of what it considers to
be the ideal Singaporean family. There are no official statistics but the occurrence of
a ‘normal’ family as defined by the government has decreased in recent years. But
just because these families deviate from the government’s definition of family does
not make them any less of one.

Click link to view
http://hdl.handle.net/10356/52571

Understanding Mobile Dating in Singapore

Author
Wang Yue

Supervisor
Asst Prof Lin Tsui-Chuan Trisha

Year
2013

Abstract
This exploratory study examines how Singaporean mobile dating users strategically
market themselves and manage their romantic interactions in this mediated dating
environment, as well as the impact of mobile dating and privacy concerns raised
by disclosing personal and location information. As mobile dating services gains
popularity in Singapore, it becomes a suitable context to study the motivations and
implications behind this emerging phenomenon.

Click link to view
http://hdl.handle.net/10356/52929

Building a World for Two: Towards a Shift in Young Singaporeans’ Perception of Romantic Relationships

Authors
Agung S. Ongko, Leonard How, Roshilah Atan & Tan Ru Ping Celine

Supervisor
Dr Yeoh Kok Cheow

Year
2013

Abstract
The campaign sets out to inspire and empower Singaporean undergraduates to
build, foster and sustain healthy romantic relationships. It did so with particular
focus on communicating the values of such a relationship by enabling personal
growth. This was in response to extensive survey findings that pointed to a conflict
between Singaporeans’ pragmatic priorities and instinctive desire for love.

Click link to view
http://hdl.handle.net/10356/52947

《为你而舞》For you, I dance

Authors
Charmaine Yap, Lim Zuo Han, Edwin Lim & Ow Yan Lan

Supervisor
Ms Nicole Lorraine Draper

Year
2013

Abstract
For You, I Dance is a film set in 1960s Singapore and tells the tale of two individuals
who are secretly in love. Ah Da is a quiet-natured and reserved delivery boy who
makes deliveries to the home of a dancer, Miao Tai Tai. He is instantly attracted
to her but keeps his feelings locked away. Miao Tai Tai notices his timid and shy
disposition as well as his subtle inclination for dancing, so she begins to teach him
how to dance. Their growing relationship soon faces societal pressure, and Miao Tai
Tai is forced to make a decision.

Click link to view
http://hdl.handle.net/10356/52934

The Love, Me Campaign – A Movement to Promote Positive Body Image

Authors
Audrey Woon Ai Leng, Emery Lim Mei Ying, Wong Su Yee & Wong Yu Lan

Supervisor
Mr Tim Clark

Year
2013

Abstract
Targeted at female college students aged 18 to 24, this campaign aims to promote
positive body image as a preventive measure against eating disorders. Primary and
secondary research has found Singaporean college women to be dissatisfied with
their bodies. As a result, they strive to be thinner due to the perceived social and
cultural preference for thinness. Studies have also pointed to poor self-esteem as
an important predictor of body image concerns, dieting, disordered eating, and
eating disorders, which suggests improving self-esteem as an effective preventive
measure. As such, the “Love, Me” campaign sought to take on a self-esteem-based
approach to build women’s resilience against the unrealistic societal body image
ideal presented in the media.

Click link to view
http://hdl.handle.net/10356/52518

The happiness revolution: live life now

Authors
Fiona Cher, Hong Shuqi, Izzat Rusydi & Lin Huanyu

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

Abstract
The Happiness Revolution: Live Life Now campaign champions the attainment of
positive mental well-being by engaging in meaningful activities that can make one
happy. Targeted at tertiary students aged 18 to 25, the key campaign goal was to
highlight the importance of meaning as a component towards happiness and mental
well-being. It did so by engaging youths in conversations about their current state
of happiness.

Click link to view
http://hdl.handle.net/10356/52581

The Singaporean fairytale: a fertility education campaign to educate Singaporean young adults on the importance of understanding their fertility health

Authors
Chan Luo Er, Chung Ai Rong Hannah, Joanne Quek & Wang Liang Yau

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

Abstract
Aimed at young adults aged 21 to 30, the campaign hopes to empower them with
fertility knowledge to make more informed decisions towards future family planning.
The creative concept of using fairytales gave the campaign a holistic approach
where related issues such as marriage, family and personal choices were discussed.

Click link to view
http://hdl.handle.net/10356/52936

Seals, country-of-origin and GDA nutrition labelling: using the elaboration likelihood model to investigate food product perceptions

Authors
Andrew Yee Zi Han, He Qing Pei, Ong Teck Keong Andrew & Sng Rong Hui Jeremy

Supervisor
Assoc Prof May Oo Lwin

Year
2013

Abstract
Nutrition or ‘signpost’ labelling provides information to consumers to assist them in
making healthier food choices. While many components of product packaging can
influence consumers’ product evaluation, front-of-pack (FOP) nutrition labelling and
country-of-origin (COO) labels are two categories of cues that have been identified as
strong influencers of consumer evaluations. This research looked at the information
on these labels and its implication on health communication policy.

Click link to view
http://hdl.handle.net/10356/52587

Image Credit
Featured image d1830-30 by Flickr user U.S. Department of Agriculture. CC BY 2.0.

Rise & shine breakfast campaign

Authors
Low Hee Ann, Ng Kok Jung Wilson, Quek Hui Ying & Tan Wei Yuan

Supervisor
Asst Prof Shin Wonsun

Year
2013

Abstract
This campaign aims to get parents to prepare a healthy breakfast for their children
by raising their awareness of the importance of a healthy breakfast, educating
parents on what constitutes a healthy breakfast, and ensuring that the parents are
committed to preparing a healthy breakfast for their children. Parents with children
aged 4 to 12 were the campaign’s primary target audience group; children aged 4 to
12 were the secondary target audience.

Click link to view
http://hdl.handle.net/10356/52481

Protein supplements – the right whey

Authors
Cheryl Cheong Wenli, Peh Lee Ling, See Hui Evangeline & Yeo Wei Yi Daryl

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

Abstract
The main aim of the campaign is to educate youths in Singapore to consume protein
and protein supplements safely and responsibly. Targeting active tertiary students,
the campaign had two main aspects in its execution – online presence and offline
activation. The main drivers for the campaign’s online presence were the website
and Facebook page. Online engagement activities such as contests and accessible
content built an audience-base that was tapped into for the offline activation.
Activities held during the roadshows were integrated with online drivers to ensure
that conversion of target audience to active participants was sustained throughout
the entire campaign.

Click link to view
http://hdl.handle.net/10356/52286

Exercise or else: how goal framing and language tone affect exergame messaging via psychological reactance

Authors
Aneesha Subramaniam, Chong Kai Jie, Santhiya d/o Kulasakeran & Zhao Boshu

Supervisors
Assoc Prof May Oo Lwin & Asst Prof Kim Hyo Jung

Year
2013

Abstract
This study aims to determine if goal framing and language tone in instructional
material can affect message persuasiveness through psychological reactance. An
intervention programme design was employed on international students between
the ages of 10 and 19 in Singapore. Results showed that loss framing and dogmatic
language are two of the message features that can trigger perceived threats to
freedom and state reactance, which could cause a boomerang affect in attitude and
behaviours.

Click link to view
http://hdl.handle.net/10356/52579

Finding my balance

Authors
Candice Choong Wen Qi, Rebecca Lim Hui Ming & Lim Yufan

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2013

Abstract
Finding My Balance is a feature writing project that centralises around the
overarching theme of work-life balance. The package opens up with the aim to
introduce the ubiquitous, yet vague concept of work-life balance by gathering
opinions on three levels – the government, the company and the individual – to
write the story. Next, it delves into further details about how both low-income
earners and students develop their sense of balance. Finally, it looks at non-PMEB
industries and the struggle of workers to attain their brand of balance.

Click link to view
http://hdl.handle.net/10356/52924

Regulating social media advertising

Author
Aw Cheng Wei

Supervisor
Prof Ang Peng Hwa

Year
2014

Abstract

The advent of social networking sites as advertising platforms is an attractive proposition for marketers. Currently, these sites are hitting new levels of reach. Unlike traditional media where messages are sent to an impersonal mass audience, social media advertising delivers commercial content to a more targeted audience. The main thrust of this paper is to recommend a set of regulatory mechanisms based on what mature advertising economies have done to regulate social media advertising and adapt to the Singapore context. It aims to provide countries that are looking to install regulatory frameworks for social media advertising with a deeper understanding of the areas of concern.

Click link to view
http://hdl.handle.net/10356/59856