SEARCHING FOR PLACE IDENTITY IN THE HEARTLAND: JURONG EAST NEW TOWN

Abstract

This research seeks to identify a place identity of Jurong East new town. Place identity is investigated in three areas, the physical elements present in the town, social activities in the town and the user (residents and non-residents) perspective from their concern, knowledge, memories, feelings and expectations. The paper first identifies the elements contributing to the town’s identity by tracing the contributions made by government and private companies. Next, a survey was conducted to gather respondents’ cognition and conception of Jurong East identity. The survey questions are influenced by the definitions of place identity, theories and measurements related to place identity. It is recognised that individuals profile might lead to differences; hence, a general congruency among majority will be taken as conclusive. Results show that physical elements and user perspectives contributed positively to place identity of Jurong East but under social activities, results are less favourable. Therefore, it is suggested that this area has to be addressed. Recommendation for a new form of identity, culture-tainment, an integration of the current place identity indicated by users and future identity planned and agreed upon by users is proposed. This is to ensure that Jurong East will be more distinctive, attractive to users as compared to the other new towns in Singapore. It is concluded Case 3, a consensus from User Perspective and Physical Elements, has been satisfied. Ergo, place identity exists in Jurong East.