2013

Project Sapling

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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”

mtan050

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

mtan050

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

mtan050

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?

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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?

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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’

mtan050

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!

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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

mtan050

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