Online engagement, authenticity are vital, but may not always translate into votes
By Hariz Baharudin and Yuen Sin, The Straits Times, 15 Jul 2020
While physical rallies were absent during the hustings for the recently concluded general election, some politicians did not seem to need them.
By the midpoint of the campaign, Progress Singapore Party (PSP) chief Tan Cheng Bock was able to reach out to 12,000 followers with each Instagram post - thrice the capacity of Clementi Stadium, where rallies for West Coast GRC were held in past elections.
The veteran politician wooed younger voters online by posting videos of himself responding to their attempts to educate him on slang terms like "woke".
Dr Tan, who now has over 70,000 Instagram followers - more than local celebrities like TV personality Denise Keller and rapper Sheikh Haikel - was among the politicians who thrived in what experts have dubbed Singapore's "first truly Internet election".
Political parties have traditionally relied on mass rallies to rouse the electorate and drum up support. But this time, restrictions on large gatherings due to COVID-19 measures saw the battle for hearts and minds take place mostly in the digital realm.
Some observers have argued that an Internet campaign benefits the opposition parties, as it enables them to raise their profiles quickly, affordably and widely.
And even though the Internet had been around during the past three or four elections, it was the current social distancing restrictions that necessitated the use of online campaigning by parties and candidates, said Associate Professor Eugene Tan from Singapore Management University's School of Law.
"For many voters, it was their only means of finding out information about parties, their candidates and their policy platforms," he added.
AN ONLINE ADVANTAGE?
In lieu of physical rallies, parties held talk shows - such as Straight Talk by the People's Action Party (PAP) and the Hammer Show by the Workers' Party (WP).
These programmes allowed parties to engage with voters on a more intellectual level than at physical rallies, where voters can be moved by emotion, noted Prof Tan.
The Singapore Democratic Party and Peoples Voice also featured candidates' speeches on their Facebook pages.
All 11 parties in this year's general election had their own e-rallies and participated in televised constituency political broadcasts.
Such efforts gave voters a better sense of the parties' ideas, said former Nominated Member of Parliament Lim Sun Sun, who is head of humanities, arts and social sciences at the Singapore University of Technology and Design.
"Unlike public rallies where candidates tend to engage in histrionics and grandstanding, the e-rallies and public broadcasts were calmer and more measured, thereby enabling voters to concentrate on the substance of the issues and the strength of the arguments," she said.
Dr Natalie Pang, a senior lecturer in the communications and new media department at the National University of Singapore (NUS), said the online hustings gave voters opportunities to hear from more parties and candidates, compared with the past, when there was a limit to the number of rallies they could attend.
But the glut of content also resulted in "information overload", said NUS sociologist Tan Ern Ser, with netizens finding it hard to follow all the political discussions online.
Dr Felix Tan, an associate lecturer at SIM Global Education, said political parties could have missed out on engaging some segments of society, such as senior voters who are tech-averse.
Another disadvantage of e-rallies instead of physical ones is that parties lose opportunities to connect emotionally to voters, said experts.
Parties also lose the opportunity to raise funds by selling merchandise or appealing for donations at physical rallies, said Prof Eugene Tan.
The PAP was returned to power after winning 83 of 93 seats with 61.24 per cent of the votes, down from the 69.9 per cent vote share it received in the 2015 General Election.
By Hariz Baharudin and Yuen Sin, The Straits Times, 15 Jul 2020
While physical rallies were absent during the hustings for the recently concluded general election, some politicians did not seem to need them.
By the midpoint of the campaign, Progress Singapore Party (PSP) chief Tan Cheng Bock was able to reach out to 12,000 followers with each Instagram post - thrice the capacity of Clementi Stadium, where rallies for West Coast GRC were held in past elections.
The veteran politician wooed younger voters online by posting videos of himself responding to their attempts to educate him on slang terms like "woke".
Dr Tan, who now has over 70,000 Instagram followers - more than local celebrities like TV personality Denise Keller and rapper Sheikh Haikel - was among the politicians who thrived in what experts have dubbed Singapore's "first truly Internet election".
Political parties have traditionally relied on mass rallies to rouse the electorate and drum up support. But this time, restrictions on large gatherings due to COVID-19 measures saw the battle for hearts and minds take place mostly in the digital realm.
Some observers have argued that an Internet campaign benefits the opposition parties, as it enables them to raise their profiles quickly, affordably and widely.
And even though the Internet had been around during the past three or four elections, it was the current social distancing restrictions that necessitated the use of online campaigning by parties and candidates, said Associate Professor Eugene Tan from Singapore Management University's School of Law.
"For many voters, it was their only means of finding out information about parties, their candidates and their policy platforms," he added.
AN ONLINE ADVANTAGE?
In lieu of physical rallies, parties held talk shows - such as Straight Talk by the People's Action Party (PAP) and the Hammer Show by the Workers' Party (WP).
These programmes allowed parties to engage with voters on a more intellectual level than at physical rallies, where voters can be moved by emotion, noted Prof Tan.
The Singapore Democratic Party and Peoples Voice also featured candidates' speeches on their Facebook pages.
All 11 parties in this year's general election had their own e-rallies and participated in televised constituency political broadcasts.
Such efforts gave voters a better sense of the parties' ideas, said former Nominated Member of Parliament Lim Sun Sun, who is head of humanities, arts and social sciences at the Singapore University of Technology and Design.
"Unlike public rallies where candidates tend to engage in histrionics and grandstanding, the e-rallies and public broadcasts were calmer and more measured, thereby enabling voters to concentrate on the substance of the issues and the strength of the arguments," she said.
Dr Natalie Pang, a senior lecturer in the communications and new media department at the National University of Singapore (NUS), said the online hustings gave voters opportunities to hear from more parties and candidates, compared with the past, when there was a limit to the number of rallies they could attend.
But the glut of content also resulted in "information overload", said NUS sociologist Tan Ern Ser, with netizens finding it hard to follow all the political discussions online.
Dr Felix Tan, an associate lecturer at SIM Global Education, said political parties could have missed out on engaging some segments of society, such as senior voters who are tech-averse.
Another disadvantage of e-rallies instead of physical ones is that parties lose opportunities to connect emotionally to voters, said experts.
Parties also lose the opportunity to raise funds by selling merchandise or appealing for donations at physical rallies, said Prof Eugene Tan.
The PAP was returned to power after winning 83 of 93 seats with 61.24 per cent of the votes, down from the 69.9 per cent vote share it received in the 2015 General Election.











