CRAFTING CULTURAL NARRATIVE: THE ROLE OF A CREATIVE DIRECTOR IN UNVEILING THE FLUIDITY AND HYBRIDITY IDENTITIES OF CHINESE SINGAPOREANS THROUGH EDUTAINMENT

Abstract

This paper underscores the relevance of utilizing appropriate visual media in creating cultural narratives through an edutainment driven project titled “wHUAtru”, thereby fostering deeper appreciation and connection to an individual’s Chinese Singaporean identity. Given Singapore’s predominantly Chinese population, it is vital to explore the intricate factors affecting one’s Chinese Singaporean identity. Despite the rise in shortform Chinese entertainment content across various channels, such as @ChineseHackersSG, @HeyKaki.sg and @anythingdn.sg, there remains a significant gap in showcasing the nuanced aspects of Chinese culture and representation among Chinese Singaporeans. While the Singapore Chinese Cultural Centre aims to raise awareness of Singapore Chinese culture, its top-down efforts primarily target students through guided tours and information-heavy exhibitions. As a result, there is a notable imbalance between educational and entertaining content in the representation of the Chinese Singaporean identity. To address these gaps, “wHUAtru” was launched under my direction as Creative Director. It aims to unearth the fluidity and hybridity of the Chinese Singaporean identity and foster curiosity about one’s roots via edutainment.