As Singapore approaches its general election, the long-governing People's Action Party (PAP) is turning to social media to connect with the younger generation. Health Minister Ong Ye Kung, along with his team, has released TikTok videos featuring them in a light-hearted context, all to the tune of the popular sitcom Friends’ theme song. This refreshing approach is part of PAP's initiative to shake off its traditional, serious image to appeal to first-time and young voters, who have been more inclined towards the opposition in recent elections.
Since 1959, the PAP has been the backbone of Singapore’s political landscape, but its popularity has seen a decline in recent decades. To combat this, the party is revising its strategies by utilizing influencers and creative online content to present a relatable front. Even Prime Minister Lawrence Wong is showcasing his hobbies on social platforms, while other ministers are crafting relatable narratives in their campaigns, such as serving coffee or participating in everyday jobs.
Local influencers are joining forces with PAP, and their collaborative efforts have been recognized as a significant move by political analysts. Despite an intimidating background of strong competition from opposition parties who are also leveraging social media, the PAP’s wealth enables it to amplify its presence more effectively online.
Young Singaporeans are particularly concerned about issues like the rising cost of living and uncertain job prospects. These anxieties are leading many to reconsider their voting decisions. While some remain skeptical about the PAP's ability to tackle these critical challenges, others express a desire for opposition voices to represent their concerns. As the election nears, the effectiveness of digital campaigns in swaying votes remains to be seen, but it’s clear that the young electorate is eager for engagement and solutions from their leaders.
