TRENDS IN THE STRAITS TIMES' COVERAGE OF DEVELOPMENT CAMPAIGNS IN SINGAPORE

Abstract

Development campaigns have played an important role in the development process of Singapore since independence in 1965. These campaigns have been communicated through various channels to the public, not least, through the mass media. This study studies the trends in the Straits Times' role and coverage of these development campaigns. It also examines the newspaper's response to changes in the political climate, development aims, and the profile of its readership. The significance of this study lies in that a knowledge of the historical trends will indicate the newspaper's stand with regards to the government, and its development policies and programmes. This could in turn, indicate the future direction that The Straits Times could take in effective communication of the development process in Singapore. The methodology of this study consists of a qualitative analysis of The Straits Times' articles on the development campaigns. A major development campaign is selected each year, between the years 1969-1994. The Straits Times' coverage of these development campaigns is coded and analysed. The Straits Times reflects, primarily the top-down approach to development of the government. It operates within the boundary of being supportive of the government and the nation-building efforts. Within this framework, the newspaper has varying degrees of openness. The Straits Times, in its trends in the coverage of the development campaigns, has shown that while remaining fundamentally supportive of the development process, it is also showing degrees of being a more participative and more issues-oriented newspaper. This trend of The Straits Times indicates that the newspaper is sensitive to its need to balance its supportive role with the need to be a credible newspaper that meets the demands of an increasingly demanding and discerning readership. The continuing challenge for lhe Straits Times lies in its skillful balancing of these two roles.