Singapore’s ruling People’s Action Party pulls out all stops online to woo youth

Ong Ye Kung, the health minister of Singapore, appears to be smiling at the lens while seated on a garden chair in the TikTok video.

The immediately recognized theme tune to the sitcom Friends plays,” But no-one told you existence was going to be this way,” as he is abruptly joined by the other four members of his running for the approaching general election.

Reduce to a fast clip of them fist-bumping one another and mingling with locals at neighborhood events, where the song’s chorus proclaims “I’ll be there for you” and “I’ll be there for you.”

Singapore’s long-ruling People’s Action Party ( PAP ) has posted several social media videos as the country prepares for Saturday’s general election.

One of the longest-serving political parties in the world, the PAP has governed Singapore since 1959 and is widely associated with stability.

The PAP has also experienced declining popularity over the past 20 years, despite continuing to win votes with pleasant majority.

In recent years, the celebration has made an effort to reshape its shabby, no-nonsense image, especially in order to appeal to younger voters who have generally been more friendly to the opposition.

PAP officials who are more well-known for awkward pre-written statements have been filming plays with social media influencers and engaging in lengthy podcast discussions this promotion time. The party has also made a limited edition of the popular Labubu doll in their white uniform available.

Lawrence Wong has a sizable website following, winning the party in his first vote since taking office as prime minister.

He has been discussing the federal funds with his cats and demonstrating his piano skills on his social media accounts. His most recent trip to Vietnam was recapped on TikTok over a techno-ravel music.

Other members of his case have also increased their efforts: culture secretary Edwin Tong played a coffee and served coffees in an online video series starring a native artist, while health minister Ong spent a day working as a trainee at a nearby radio station.

In what appears to be a deliberate party work, a number of Singaporean celebrities have produced willing featuring PAP faces. Local influencers and celebrities from the area attended a PAP event in June that made their support for the party known.

According to Valerie Tan Su Min, a content creator who produces satirical videos about politics but does not collaborate with any political parties, efforts like partnerships with influencers might win some young voters over.

It’s very possible that someone might see one or two videos and say,” OK, that’s who I vote for,” if they hadn’t done their own research or realized how important their vote was.

There is no denying that the PAP, which has long enjoyed a majority in parliament, will continue to rule after this election.

It has enjoyed strong support from Singaporeans, particularly from older generations that have personally seen the country flourish under PAP rule.

However, critics claim that the party maintains an unfair advantage due to gerrymandering and a tightly controlled media, despite the election’s absence of fraud and irregularities.

The party has still received two of its worst-ever results in the last three elections, with a little over 60 % of the popular vote.

Young people are the key to the PAP’s future victories because of its ageing support base.

The National University of Singapore’s Carol Soon, associate professor in communications and new media, states that” candidates from various political parties have taken to social media like never before.” The medium is “increasingly assuming a’ broadcasting’ nature”.

Opposition parties have also jumped on the bandwagon by participating in TikTok video trends and launching online talkshows.

Some campaigns have turned awkward moments into social media gold. One of the most well-known memes about the election,” Look Left, Look Right,” was a song by an opposition candidate lamenting his subpar job prospects. He released a follow-up song about the lack of affordable housing after it went viral.

Opposition parties in Singapore have always held social media to be very important because the PAP government has a lot of control over the mainstream media there. Additionally, it’s a particularly well-known medium following the 2020 election’s quarantine election that limited in-person campaigning.

However, the PAP’s ‘ efforts have been dwarfed by the opposition because of its large pockets.

According to Netina Tan, associate professor of political science at McMaster University, “resources still matter when it comes to digital campaigning,” the “resource-rich” PAP can afford to “amp up their digital campaign… and put out fancy Insta videos.”

Rae Fung, a 28-year-old speaking coach, said she was paying particular attention to local podcasts that feature politicians as guests.

It’s very difficult to fabricate your expertise on a podcast. Because it typically isn’t over edited, she said, and goes really deep. It makes me understand their philosophy and who they are as individuals.

Most candidates I’ve seen, she said, are doing enough on social media to reach us. However, “how they appear and who they are as a person are a lot more important than their social media game”

For young Singaporeans like Ms Fung, their votes will ultimately go to the party that makes the most convincing pitch to solve their problems.

Young people have one of the biggest worries about the rising cost of living in Singapore, which consistently ranks among the most expensive cities in the world. Many people continue to worry that owning a home will become more expensive in the future.

Additionally, there has been growing uncertainty about the economy and job prospects. The US-China trade war and US President Donald Trump’s global tariffs have sparked concern and a technical recession in Singapore.

The PAP government has attempted to address these concerns. It has increased the supply of public flats, increased the number of public housing units, and issued subsidies and cash vouchers to help with childcare costs and daily expenses. Opposition parties contend that they can do more.

One 37-year-old attendeee who declined to be identified at a recent PAP election rally stated that his” confidence level is even lower” for the opposition compared to his” not very confident” that the PAP would be able to pull the nation out of the world’s economic uncertainty.

Ariel, 28, who only gave her first name, told the BBC that many of her classmates had no job after graduating, at the same time at an opposition rally. She did not believe the government had taken their concerns into account.

She insisted that casting more opposition candidates would be the best way for Singaporeans to “vote out our pain and concerns.”

According to Dr. Dr., media campaigns in Singapore may be crucial for boosting political participation during elections, but social media engagement does not directly translate into voter support at the poll box.

She said,” It’s ultimately about who people think would deliver,” whether it was promoting more employment opportunities, lowering living costs, or acting as alternative voices in parliament.