Political Parties Gear Up for Post-Pandemic Election in Singapore
As Singapore gears up for the upcoming general election, political parties have already begun preparing for the highly anticipated hustings by placing orders for physical campaign materials such as flyers and posters. Amidst the backdrop of heated competition between the ruling People’s Action Party (PAP) and the opposition Workers’ Party (WP), printing firms are bracing themselves for a surge in demand, with some constituencies ordering upwards of half a million pamphlets.
Printed collaterals play a crucial role in shaping voters’ perceptions and providing essential information about candidates. Republic Holdings, a seasoned player in the industry with over two decades of experience, has witnessed a significant uptick in sales during election years, with a spike of up to 50 percent in orders. Ben Ang, the firm’s director, emphasized the importance of these materials in reaching out to residents and creating awareness about political candidates.
Parties typically place their orders well in advance, with some candidates requesting as many as 100,000 pamphlets each. The meticulous planning involved in these campaigns ensures that printing firms like Republic Holdings are well-prepared to meet the demands of their political clientele. Prices for these materials vary based on factors such as size, quantity, and the quality of paper used, with costs starting at S$45 for 100 pieces.
The Significance of Physical Campaign Materials
In the world of political campaigning, physical materials such as flyers, posters, and banners serve as vital tools for engaging with voters on a personal level. According to Murdoch University’s adjunct professor of media and communication, Terence Lee, face-to-face interactions and tangible forms of communication tend to be more persuasive than digital outreach efforts. The act of distributing flyers door-to-door allows candidates to establish a direct connection with residents, even in cases where they are not present to receive the information.
During the campaigning period, banners, flags, and posters play a crucial role in increasing candidate visibility, especially in densely populated areas. These visual cues are essential for new challengers seeking to establish their presence in a ward and compete against incumbent MPs. Assistant Professor Saifuddin Ahmed from Nanyang Technological University’s Wee Kim Wee School of Communication highlighted the credibility and visibility offered by physical campaign materials, emphasizing their role in combatting misinformation and ensuring a candidate’s message reaches a wider audience.
Adapting to Changing Landscapes
With the advent of digital campaigning, parties are faced with the challenge of striking a balance between traditional physical materials and online outreach strategies. Associate Professor Natalie Pang from the National University of Singapore noted that while digital platforms offer a wide reach, they also require a nuanced understanding of various online channels and audience engagement tactics. As Singapore prepares for the upcoming general election, parties must navigate the complexities of both physical and digital domains to effectively connect with voters and convey their messages.
In the wake of legislative changes aimed at curbing misinformation during elections, such as the ban on deepfakes and digitally manipulated content of candidates, parties are exploring new avenues for engaging with voters. The 2021 Foreign Interference (Countermeasures) Act and the Protection from Online Falsehoods and Manipulation Act are poised to play a crucial role in safeguarding the integrity of electoral processes and combating misinformation in political advertising.
As Singapore embarks on a post-pandemic election, the landscape of political campaigning is set to evolve, with a renewed focus on direct interactions and in-person engagements. Printing firms like Print&Print and Republic Holdings are gearing up for a surge in demand for physical marketing materials, anticipating a hybrid approach that combines traditional campaign methods with digital outreach strategies. The upcoming general election promises to be a dynamic and engaging event, marked by the convergence of traditional campaign practices and innovative digital solutions.
