topprojects16

Chicken beauty pageant

mtan050

Authors
Jessica Novia Sutrisno, Amrit Kaur Jastol, Nurul Amirah Bte Haris, Eunice Tan Hui En

Supervisor
Ms Lau Joon-Nie

Year
2016

Abstract
The ‘Serama’ pageant is held in Indonesia and Malaysia. The pageant is a beauty competition for chickens, where they are judged on their structure, style and walk. Chicken Beauty Pageant is a 13 minute documentary which follow the 2015 Indonesian Chicken of the Year, King Den, and his owner Haji Yusuf. King Den has won this title consecutively over the last five year, an unprecedented feat. However, as King Den’s ages, he is beginning to lose his lustre, meaning this could be his last year to enter the competition. The documentary opens a window into this interesting world and highlight the ephemeral nature of fame and beauty.

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http://hdl.handle.net/10356/66867

Picture this! Social influence in a visually identified YouTube environment

mtan050

Authors
Looi Jie Min, Leong Xue Li Alisius Deon, Abigail Chua Wen Qi, Gan Zheing Weii Damian

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study examines how group effects of user-generated comments influence user evaluations and attitudes towards YouTube videos and their subject matter. Two main theoretical frameworks were applied in this study: the Social Identity Approach (SIA) and Social Identification/Deindividuation (SIDE) model.

This study provides an update to the earlier research conducted by Walther, DeAndrea, Kim and Anthony (2010), through addressing changes in the YouTube’s interface which now includes visually identifiable users. The study also extends Walther, DeAndrea et al.’s (2010) research by applying the SIA as an alternative way of studying social influence on YouTube platforms.

A 2 x 2 x 2 between-subjects factorial design was used in this experiment which was conducted amongst Singaporean university undergraduates (N = 317). Using a YouTube mock-up page, the research examined the interaction between a controversial video about foreign-born sporting talents (FBST) in Singapore and the accompanying user comments from ingroup (Singaporeans) and outgroup (foreigners) members.

Even though the manipulation of outgroup categorization did not work as planned, it demonstrated that user-generated comments can affect user’s evaluation of the video and attitudes towards the subject matter. Clear evidence of social identification mediating social influence within social groups was observed. Findings suggest that social identification could occur even with visual information of commenters, contrary to SIDE’s theoretical predictions.

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http://hdl.handle.net/10356/66874

Art detox: unwind your mind

mtan050

Authors
Tan Jin Ting, Koh Wen Jing Jamie, Cheyenne Ching Pei Jie

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Art Detox: Unwind Your Mind is a campaign to promote mental wellness through art. The campaign aimed to improve the mental wellbeing of Singaporean adults aged 18 to 29, through encouraging them to incorporate art-making activities into their daily lives, so as to build mental resilience. The campaign’s strategy was designed to effect informational, attitudinal and behavioral changes. Campaign outreach activities were organised to carry across the key messages of the campaign. While online platforms were utilised to extend campaign reach to the target audience due to its convenient and accessible nature.

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http://hdl.handle.net/10356/66852

Share the care SG: supporting family-caregivers of persons with special needs

mtan050

Authors
Ho Xiu Xian, Lim Weixuan Lionel, Tan Jia Ling, How Sze Yin

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Share the Care SG was the first local campaign calling for community support for family-caregivers of persons with special needs. It encouraged Singaporeans to “care for family-caregivers” of persons with special needs by providing social support.

The campaign was at targeted adults aged 25 to 54 years old, activating them to offer social support to the family-caregivers around them. By raising awareness of the challenges faced by family-caregivers and the ways one could offer social support, the campaign aimed to cultivate an inclusive environment where members in the community offer support to the family-caregivers among them.

This report presents the findings from primary and secondary research which helped shape the campaign’s goal, objectives and strategies. It details the campaign’s progress from conceptualisation to execution. The success of the campaign was evaluated with a discussion on its effectiveness and limitations. Recommendations were also made to help guide future projects of a similar nature. This report is accompanied by an appendix containing campaign materials, diagrams and collateral designs.

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http://hdl.handle.net/10356/66759

Uncaged: combat sports in Singapore

mtan050

Authors
Cynthia Choo Xin Le, Fiona Lam Ke Fang

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2016

Abstract
Uncaged is a journalism feature about combat sports in Singapore. It delves into the adrenaline-filled world of combat sports to uncover the revitalisation of traditional disciplines, the shattering of gender norms, the journey of elite Singapore fighters, the dangers of crash weight losses, the flourishing of related businesses, and the intricate planning that goes into organising fight extravaganzas.

Underneath Singapore’s sterile facade bubbles a rowdy, passionate community jostling for acceptance and official recognition. Made up of mostly youths and young working adults, the combat sport circle is expanding at an explosive rate in Singapore and making the move from niche to mainstream.
Not many sports are able to gather 10,000 paying spectators at the Singapore Indoor Stadium but mixed martial arts is one of them. The Singapore fight circuit is seeing multiple upward trends: more practitioners, more combat gyms, more competitions, more rising homegrown stars, and more global fight organisations setting up shop here. But along with the dizzying growth also comes uncharted waters which the fight community must navigate. Concerns over safety, health and injury are growing as inexperienced weekend warriors jump on the fight bandwagon without understanding how to protect themselves. Some combat sports also wrestle for official support, an uphill task due to Singapore’s focus on performance and the sports’ seemingly violent nature.

Click link to view
http://hdl.handle.net/10356/66848