SINGAPORE: From dishing out tips on how to be a Member of Parliament ( MP ) to playing tour guide in their constituencies, the ruling People’s Action Party’s ( PAP ) political office holders have been getting creative with online outreach efforts ahead of Singapore’s May 3 General Election.
What has even grabbed consideration is the presence of celebrities and media characters in some of these movies, which are often positioned as light-hearted and peppered with some humor.
In one, Minister for Culture, Community and Youth Edwin Tong is seen showing regional professional Maxi Lim the cords of conducting a Meet-the-People program. In another, the artist takes on the role of a native complaining about problems such as noisy birds, leaving the secretary obviously amused.
Older Minister of State for National Development, as well as Digital Development and Information, Tan Kiat How has even appeared alongside content creator Queenie Lim from new advertising company SGAG, who made a film documenting her day as an apprentice of a political business owner.
Another picture sees Mr Tan taking a run around the Central Business District and attempting a TikTok issue with Mr Kao Rong Sheng, more popularly known online as Runner Kao.
Then there is Top Minister of State in the Prime Minister’s Office Desmond Tan appearing alongside Mr Fauzi Azzhar, a previous SGAG information father, in videos showcasing numerous areas in Pasir Ris.
Mr Tan has been MP for Pasir Ris-Punggol GRC since 2020 and is part of the People’s Action Party’s ( PAP ) slate for the new Pasir Ris-Changi GRC.
Mr Fauzi and Mr Lim told CNA they were never paid for their work and that the video were never part of any sponsored cooperation.
CNA even reached out to Ms Queenie Lim and Mr Kao Rong Sheng, but did not receive a reply.
According to battle instructions announced by the Elections Department, just political parties, candidates and vote agents can distribute paid online vote advertisements.
These refer to any substance published online that may fairly be regarded as intended to promote or prejudice the political victory or position of a political party or prospect.
Others can publish these advertisements only if they have written authorisation from a candidate or election agent.
All online advertisements, whether paid or unpaid, have to display the names of all the people who played an active role in publishing them.
Paid advertisements will also have to include a message or statement to indicate that they have been sponsored or paid for, as well as the names of people who paid for them.
Influencers contacted by CNA declined to reveal their rates for collaborations.
CNA understands that influencers tend to set their rate cards based on reach. This can be determined by the number of followers, as well as the potential for content to go viral. They also negotiate with clients, which means rates are not standardised or well-defined across the industry.
Responding to CNA’s queries, the PAP said its branch chairpersons work with content creators to reach out to different groups of residents and communities.
“Some collaborations are commissioned. During the elections, paid commissions will have to comply with the rules, ” it told CNA via email.
The party did not respond to follow-up questions about examples of these commissioned collaborations.
The ruling party has had a” Friends of the PAP” network since 2002, which according to media reports last year has since expanded to include influencers.
The main opposition Workers ’ Party, in response to a question from CNA at a press conference on Apr 20, said it does not work with social media influencers.