In an engaging TikTok video, Health Minister Ong Ye Kung opens with the familiar tune from the sitcom Friends before presenting a lively montage highlighting the camaraderie within his team, a strategic attempt to convey a more relatable and contemporary image. The PAP, established in 1959, has consistently won a majority in elections but is now facing a decline in popularity, especially among younger demographics.
To counteract this trend, PAP ministers are diversifying their outreach efforts, participating in skits with social media influencers and engaging in candid conversations on podcasts. Prime Minister Lawrence Wong, leading the party in his first election cycle, has showcased his personal side through social media platforms by sharing guitar performances and utilizing TikTok to highlight his trips. Similarly, other cabinet members have taken on engaging personas, with Minister Edwin Tong playing barista in a video series and Ong participating in a local radio station as a trainee.
The party’s digital strategy includes collaborations with well-known influencers, with events encouraging those in the limelight to publicize their alignment with the PAP. Valerie Tan Su Min, a creator known for satirical political commentary, noted that such tactics could sway voters who haven't thoroughly researched their choices.
While the PAP enjoys a solid support from older generations, its future relies heavily on capturing the youth vote, especially as its past three elections saw a dip in popular vote, barely surpassing 60%. Carol Soon, an academic at the National University of Singapore, highlighted how social media has become a pivotal battleground for both the PAP and opposition parties as they strive to engage the younger electorate.
Amid allegations of gerrymandering and controlled media narratives that favor the PAP, opposition parties have made headway into the digital realm. Some have managed to turn campaign mishaps into viral moments, boosting their visibility. With rising living costs and job prospects being key concerns for the youth, candidates must convey clear, compelling messages to win important support.
A significant voice among young voters, Rae Fung, emphasized the importance of genuine discourse in podcasts over polished social media performances, noting it allows deeper insights into political figures’ capabilities. Many young Singaporeans are disillusioned by the economic climate, and they seek assurances of improved living conditions and job opportunities from their political leaders.
Despite the PAP’s efforts, the opposition continues to highlight perceived shortfalls in government action regarding economic issues. Some youth feel their concerns over job security and housing affordability are not sufficiently addressed. As the election draws near, the effectiveness of the PAP’s social media strategies will be put to the test against the backdrop of pressing national issues and youthful aspirations.
To counteract this trend, PAP ministers are diversifying their outreach efforts, participating in skits with social media influencers and engaging in candid conversations on podcasts. Prime Minister Lawrence Wong, leading the party in his first election cycle, has showcased his personal side through social media platforms by sharing guitar performances and utilizing TikTok to highlight his trips. Similarly, other cabinet members have taken on engaging personas, with Minister Edwin Tong playing barista in a video series and Ong participating in a local radio station as a trainee.
The party’s digital strategy includes collaborations with well-known influencers, with events encouraging those in the limelight to publicize their alignment with the PAP. Valerie Tan Su Min, a creator known for satirical political commentary, noted that such tactics could sway voters who haven't thoroughly researched their choices.
While the PAP enjoys a solid support from older generations, its future relies heavily on capturing the youth vote, especially as its past three elections saw a dip in popular vote, barely surpassing 60%. Carol Soon, an academic at the National University of Singapore, highlighted how social media has become a pivotal battleground for both the PAP and opposition parties as they strive to engage the younger electorate.
Amid allegations of gerrymandering and controlled media narratives that favor the PAP, opposition parties have made headway into the digital realm. Some have managed to turn campaign mishaps into viral moments, boosting their visibility. With rising living costs and job prospects being key concerns for the youth, candidates must convey clear, compelling messages to win important support.
A significant voice among young voters, Rae Fung, emphasized the importance of genuine discourse in podcasts over polished social media performances, noting it allows deeper insights into political figures’ capabilities. Many young Singaporeans are disillusioned by the economic climate, and they seek assurances of improved living conditions and job opportunities from their political leaders.
Despite the PAP’s efforts, the opposition continues to highlight perceived shortfalls in government action regarding economic issues. Some youth feel their concerns over job security and housing affordability are not sufficiently addressed. As the election draws near, the effectiveness of the PAP’s social media strategies will be put to the test against the backdrop of pressing national issues and youthful aspirations.
