Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/173019
Title: THE LIMITS OF NATIONAL CAMPAIGNS IN SINGAPORE
Authors: CHAN KAI YUEN
Issue Date: 1998
Citation: CHAN KAI YUEN (1998). THE LIMITS OF NATIONAL CAMPAIGNS IN SINGAPORE. ScholarBank@NUS Repository.
Abstract: This project is concerned with the dynamics of national campaigns in Singapore. Using the theoretical frameworks of mass communication and social psychology, it analyzes how people interpreted the messages and rationale for national campaigns, and at how they reacted to them. Because of the widespread influence of national campaigns, they being acts of mass communication, has come to attract much attention from the academic and governmental circles as is evident from the huge body of literature and governmental reports on this subject. By tapping into this mammoth field of mass communication, as well as from social psychological studies, the current project seeks to investigate the effectiveness and consequences of national campaigns in Singapore. Chapter One explains the two theoretical frameworks for the study of national campaigns. The framework revolves around the theory of encoding and decoding in mass communication, and the theory of psychological reactance in social psychology. Following this is a statement of the aims and objectives of this project. Chapter Two deals with the methodology employed in this project, covering fieldwork issues that have been drawn mainly from the theoretical frameworks. Chapter Three attempts to analyze campaigns as acts of mass communication, and uncover the interpretation of campaign messages at the macro-level of groups in society. Here the interpretations of campaign messages and rationale by the people are viewed within the theory of encoding and decoding. Chapter Four reviews the reactions of the people to campaigns at the micro-level of the individual, analyzing reactions through the social psychological perspective of psychological reactance. Chapter Five examines the effectiveness and consequences of national campaigns. The theoretical frameworks are assessed for their utility for a deeper understanding of national campaigns as a complex tool for social influence. As a conclusion, the future of national campaigns is speculated.
URI: https://scholarbank.nus.edu.sg/handle/10635/173019
Appears in Collections:Bachelor's Theses

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