WKWSCI FYP Showcase 2011 | 1
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TA B L E O F CO N T E N T S
M U LT I M E D I A
04
CO M B I N AT I O N
05
FE AT U R E W R I T I N G
06
I L LU S T R AT E D FE AT U R E
08
C A M PA I G N
11
RESEARCH
14
V I D E O D O C U M E N TA RY
21
VIDEO DRAMA
22
WKWSCI FYP Showcase 2011 | 3
M U LT I M E D I A
De Cotta Timothy Alexander Long Lyndsey Liting
Emotikon :
Emotikon is a 5-track music CD where each track revolves around a human emotion. The strong connection between how one feels and the music that one listens to led to the idea of exploring the spectrum of human emotions through original compositions. The five songs spanned a range of musical genres and were designed to appeal and, more ambitiously, to influence the listener’s moods. Report and audio tracks available in http://repository.ntu.edu.sg/handle/10356/45118
Audio production of the interpretation of human emotion through soundscape and music
Hear.say is a Chinese radio drama about a boy who was bullied in school and how he recovered from it. The report includes an introduction, background information about radio dramas around the world, the project proposal and objectives, a focus group evaluation and personal reflections. The script is included. Report and audio drama available in
Ng Yi Han
http://repository.ntu.edu.sg/handle/10356/44813
听。说 － 失声子 (Hear.say)
Heng Michelle Yi Fang Hoong Janell Tan Gerald Wei Han Woo Amanda Cai Yun
Trvlbit.com - Share your Travel Snippets! 04 | WKWSCI FYP Showcase 2011
trvlbit.com is a travel website targeted at Singaporean youths aged 17 to 25. The website encourages them to share their travel stories, pictures and finds with fellow youths in bite-size snippets. The report articulates the production of the website from conception to completion. Various research were carried out to illustrate the potential for such a website. A usability test was also conducted to ensure ease of usage and navigation for target users. Plans for the marketing and promotion of the website, continued website evaluation, and limitations and future development of the project were also explored. Report available in http://repository.ntu.edu.sg/handle/10356/44431
CO M B I N AT I O N
Tan Zhenxuan Janice Phua Zhi Hui Stephanie Lim Ying Xin Ruth
Love, Emma
Love, Emma is a branding, conceptualisation and marketing exercise for a pioneering chain of dessert parlours. Targeted at female executives between the ages of 20 and 35, the resultant brand was a contemporary and playful twist on the classic French style, backed by the brand character Emma. The launch marketing campaign integrated social media, guerilla and traditional marketing to create high impact within a low budget. The brand is targeted to launch in the near future. This project report is not available due to confidentiality reasons.
A collaboration between National Cancer Centre Singapore (NCCS) and a group of six final-year students to produce and promote Sharing Plates—the first local cookbook by the cancer community to the cancer community. Leveraging on 12 patient profile stories and 40 homemade recipes, the cookbook serves as a communication platform to demystify cancer diet and nutrition and to inspire and encourage cancer patients and caregivers through uplifting anecdotes. The campaign also emphasise NCCS’ role as a holistic organisation by increasing its focus on nutritional needs of cancer patients. Report and media clippings available in Print available in ACRC
Goh Ji-En Kuang Joan Huiying Kuek Jinhua Ng Jia Min Lim Rhys Shu Yin Tan Rachel
Sharing Plates :
Cooking and coping with cancer
http://repository.ntu.edu.sg/handle/10356/44946
WKWSCI FYP Showcase 2011 | 05
FEATURE WRITING
Farah Elias Abdullah Gan Jamuna Sundaraj Siti Syafiqah Mohd Omar
Black & Whites :
Black and Whites: The Battleground is a feature on the black-and-white colonial houses in Singapore. These were once used to house the British Army and their families and have been left in a state of derelict after the British left the Island. In the late 1990s, these houses started to become popular among the expatriates who were attracted by the houses’ old charm and the greenery that surrounds them. Report and feature available in http://repository.ntu.edu.sg/handle/10356/45203
The battleground
Crossing Boarders brings together the stories of an emerging group of Singaporeans who are starting to recognise boarding school as an increasingly viable alternative educational path, and the traditional crowd that is now seeking new options. It provides an in-depth look at the situation from the perspective of parents, students and educators, and offers insights into the lives of Singaporean boarding school students and their families, as well as the challenges they face. Report and feature available in http://repository.ntu.edu.sg/handle/10356/45120
Lim Wei Li Ong Cheryl Poh Lin Tan Jeanette Mei Ying Tan Thiam Peng
Crossing Boarders :
In pursuit of the dream education
While much press coverage have been devoted to people with disabilities, very few are on their romantic lives. Despite facing obstacles, people with disabilities have overcome the odds to find love, get hitched and build homes of their own. Lee Cai Lee Lim
Terence Jun Xian Alexis Zhimin Yennee Cerelia Lee Kiang
Handicapped & Hitched : Love stories of the disabled
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Handicapped & Hitched explores the challenges and issues facing people with disabilities through the love stories of 9 couples. Report and feature available in http://repository.ntu.edu.sg/handle/10356/45219
FEATURE WRITING 《旧语新缘》通过四篇人物特写，展现方言在本地社会的经济、文化、 艺术等层面所扮演的角色。四篇故事的主角分别是儿童，年轻人，中年 人和老年人，我们从不同的年龄层和身份背景切入，试图呈现出更为全 面完整、兼具广度与深度的报道。杨蕊: 七岁的杨蕊跟随父母在中国出 生长大, 直到五岁才回到新加坡生活。因此，她先入为主地接受华语作 为自己的母语。但由于跟着奶奶一起上海南歌谣班, 她在无意中也学 会了海南歌谣，并多次登台表演。为了让她更好的了解歌词的意义，奶 奶送她去学海南话，但身为北京人的母亲却不赞成这个做法。 Ang Hui Min Chen Jing
旧语新缘 (Old Roots, New Seeds)
Old Roots, New Seeds explores the role of dialects in the economy, culture, arts and society. Report and product booklet available in http://repository.ntu.edu.sg/handle/10356/44596
Scholarly Pursuits is a feature exploring the issue of scholarships in Singapore. Scholarships have been offered in Singapore since the late 1800’s, with the earliest conventional form given out in 1950 known as the Colombo Plan Scholarship (PSC, 2007). Since then, scholarships have burgeoned in number, with 58 organizations handing out more than 500 scholarships a year. Government scholarships, in particular, have gained a certain brand of prestige. Coupled with the nation’s results-oriented education system, Singapore has produced a scholar class that has attracted as much success as it has controversy. Report and feature available in http://repository.ntu.edu.sg/handle/10356/44283
Li Kerrie Jiayi
Scholarly Pursuits 非政府组织这个名词近十年来在国际间引起广泛讨论，更成为学者研 究课题。但这个领域在本地仍在持续发展中，本地媒体对他们的实际工 作情形也很少深入着墨。广义上来看，非政府组织是指一个有共同宗旨 与信念的民间组织，通常也属非营利性质。在这个专题，我们主要透过 四个青年非政府组织工作者的视角以及他们身旁的人的观点来探讨在 这个领域工作的甘苦。这个名为“无界助人为乐，无私奉献为荣”的专 题系列会剖析是怎样的信念让这群青年工作者愿意抛下对于物质生活 的追求，转而到这个薪资报酬率低，但对他们而言很有满足感的领域。 透过这群工作者的经历，我们不但可以了解他们平时的工作内容，更可 以看看这群人如何跨越种族与国界的界限，选择无私的奉献与付出。
Song Huichun
无界助人为乐，无私奉献为荣 (Unsung Heroes, Beyond Boundaries)
Unsung Heroes, Beyond Boundaries explores the motivations behind the people who work in non-profit organizations. Report and feature available in http://repository.ntu.edu.sg/handle/10356/45202 WKWSCI FYP Showcase 2011 | 07
ILLUSTR ATED FEATURE
Low Liyana Mei Yun Ng Wai Mun Tan Jinhe
The Causeway People : Living in between Singapore and Johor
The history of Malaysia and Singapore goes way back before 1965, the year when the two sides, once a union, went separate ways due to ideological differences. Since then, efforts from both sides to establish a unique identity for themselves have weathered away evidence of their common history. Some of the older generation, once supportive of the merger, admit the differences between the two countries are now too apparent to ignore. Their hopes for reunification have also thus faded with time. The youth, raised in an era when border lines are already drawn, define themselves first as citizens of the side where they were born. Yet against the backdrop of this dichotomy, we believe a certain character of ‘in-between’ still exist, remaining in limbo as the countries move further apart. Thus the hypothesis is such ambiguity in terms of one’s sense of identity or loyalty is magnified in the people who frequently cross borders or are still emotionally attached to the other side of the boundary line. We call them ‘The Causeway People’. Report and illustrated feature available in Website: www.causeway.sg http://repository.ntu.edu.sg/handle/10356/44556
Class is a topic which Singaporeans tend to avoid in polite company, but the growing income gap and slowing social mobility mean the issue can no longer be ignored. Our project aims to bring to the fore the ways in which class divides are being drawn, through the stories of Singaporeans from different backgrounds. We discovered that although the lines that separate the various classes may not be immediately apparent, and many still believe that we are a meritocratic society, the class dynamics at play have resulted in a decidedly unequal pace of progress across our society. The risk that some will get left behind is real. This, then, is the class ceiling. Report and illustrated feature available in Print available in ACRC http://repository.ntu.edu.sg/handle/10356/44714
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Chia Stacey Pamela Shimin Kwong Debby Jiahui Lim Yan Liang Nur Idayu Suparto
Class Ceiling :
The social gap behind Singapore’s egalitarian image
ILLUSTR ATED FEATURE
Foo Chee Chang Yusuf Abdol Hamid
Foreign Blood, Local Heart is a book project that presents the multifarious nature of immigration in Singapore. It contains a selection of stories of individuals who have decided to call Singapore home — by becoming citizens. Each of the 26 profiles explores the background and motivations of each individual in their road to becoming Singaporean. Accompanying each profile are 2 thoughtfully constructed photographs — a headshot and an environmental portrait. Together, they seek to put a very human face on an issue that is more often than not expressed in terms of figures and charts. Report and illustrated feature available in
Foreign Blood, Local Heart
Print available in ACRC http://repository.ntu.edu.sg/handle/10356/44816
The perception of Singapore’s thriving economy automatically conjures up images of the city-state’s bustling central business district, with towering skyscrapers and modern office buildings closely associated with the nation’s success. What people often overlook are smaller home-based businesses. There has been a belated acknowledgement of the role that home businesses can play in supporting traditional industries, and the appreciation of the need for a better work-life balance has seen home-based work increase in popularity. Home Inc. examines the current state of home businesses in Singapore, and explores the motivations and concerns of these resourceful individuals. Report and articles available in http://repository.ntu.edu.sg/handle/10356/44422
Ng Fabian Yong Kiat Hong Shuheng Ahmad Iskandar Bin Mohamed Ibrahim
Home Inc.
WKWSCI FYP Showcase 2011 | 09
ILLUSTRATED FEATURE
Wee Cheryl Ling Li Toh Kezia Li Min Woo Sian Boon
The Necessary Night
Night is often associated with a time for rest or relaxation after a hard day of work or school. However, there are some people who do not crawl into their beds as the clock strikes twelve. While others are winding down, they are preparing to start work. The Necessary Night sheds light on the people who are working while most are resting to make sure necessities such as utilities, public transport and food are available during the day. Report and illustrated feature available in http://repository.ntu.edu.sg/handle/10356/44369
Rituals meant to guide and assure people as they pass through periods of change and transition are known as rites of passage. Underestimating the value and roles of rites, the younger generation, influenced by ind ivid ualism, is becoming selective in the rituals that they follow. Rewriting Rites bridges sociology theories and personal anecdotes to show and explain what rites of passage all around us, really signify. Report and illustrated feature available in http://repository.ntu.edu.sg/handle/10356/44982
Ng Caleb Chuang Bing Han Siti Rozianti Tan Zi Jie
Rewriting Rites Singapore is a resource-strapped island city that lives and dies by its global position. Relying on its position as a probusiness and efficient city, Singapore attracted talents, investments and companies to drive its economy. Now, as Singapore moves towards the new era, it realises that it has entered a different ball game. The fight now is for global creative talent. Yet, Singapore’s older image is at odds with the creative city image. Tension arises when the whole nation tries to change its very being for the purposes of branding.
Ju Xinhang Loh Elicia Qi Yu Goh Mavis Pei Jie Xin Karen Qian Hui
The Singapore Brand
Told through the medium of a multimedia website http://thesingaporebrand.com, our stories cover issues facing the nation who is officially jumping onto the branding bandwagon, undergoing tensions and clashes that the old and new brand might create in this global city. Report available in http://repository.ntu.edu.sg/handle/10356/45363
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C A M PA I G N
Ng Cheryl Hui Hui Seah Eileen Liling Yeo Joycelyn Jing Ci Yu Qinyan
The Blue Right
The Blue Right public communication campaign is a collaboration with Lien Aid and Nanyang Environment and Water Research Institute (NEWRI). The campaign sets out to raise awareness of water issues in Asia’s developing communities among undergraduates from the three public universities in Singapore: NTU, NUS and SMU. This paper includes conclusive research that shaped our key campaign strategies, communication plans and tactics, and presents an extensive evaluation of our campaign’s performance. Report available in http://repository.ntu.edu.sg/handle/10356/44815
Get The Right Fit is a strategic collaboration with a leading lingerie company in Singapore, Pierre Cardin Lingerie. The health communication campaign sets out to raise awareness on the importance of wearing proper-fitting bras amongst women in Singapore, aged 19 to 25. This report details extensive research on the topic which guid ed the campaign’s communication objectives, strategies and tactics. It also includes a d etailed evaluation of the team’s efforts and the campaign’s effectiveness.
Chew Rushan Hoon Yifen Lau Beatrice Cheng Wai Lee Zhi Hui
Report available in http://repository.ntu.edu.sg/handle/10356/44814
Khor Ying Heng Lee Rui Qi Lau Qian Qi Yeo Amos Kaizong
Go Red for Women 2011
Get the Right Fit
Go Red for Women 2011 is a collaboration with the Singapore Heart Foundation. The communication campaign sets out to increase the awareness of the issue of cardiovascular disease, the number one killer of women in Singapore, among females aged 25 to 45. This paper includes research that shaped the direction of communication messaging, strategies and mechanics, and a d etailed evaluation of the team’s efforts. Report available in http://repository.ntu.edu.sg/handle/10356/44583
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C A M PA I G N
Giam Zhen Wei Goh Yi Ling Koh Ming Xiu Tan Christine Pei Ling
Project Gad-savvy
The Gad-Savvy project is a social health campaign aimed to raise awareness on the issue of gadget dependency among Singaporean youths, aged 17-25 years old. The literature review explores the rising trend of gadget (or portable electronic device) ownership and usage in the light of technological advancements. The report outlines the communication plans and key strategies used. The effectiveness of the campaign is assessed by process and outcome evaluation, and future recommendations are provided. Report available in http://repository.ntu.edu.sg/handle/10356/44290
The Put Your Heel Down campaign is a public communication campaign which aims to promote awareness of sexually transmitted infections (STIs) among female youths aged 18 to 25. It also looks to empower these females to make the right sexual health decisions through a series of fun and educational activities. The report provides conclusive research that helped to mould the direction of the communication plans, strategies, execution, as well as an evaluation of the campaign. The sustainability of the campaign will be highlighted, and the report will be concluded with recommendations on how the campaign can be further developed. Report available in http://repository.ntu.edu.sg/handle/10356/44980
Leung Ka Yun Mok Amanda Xun Ying Ho James Yuan Zhe
Show of the Heart
Ng Melissa Yun Suan Paul Vanessa Frances Wong Jacqueline Syn Li
Put Your Heel Down Show of the Heart (SOTH) is a ground-up initiative to create an effective and influential grassroots network amongst youth and young adult volunteers, with the ultimate goal of encouraging committed volunteers. Based on the literature and formative research, we defined a committed volunteer as one who is both selfless and willing to give of his or her time on a regular basis of at least one to two occasions a month. We crafted a volunteer recruitment and retention campaign by adapting Bussell and Forbes’ (2003) volunteer life cycle model with Hendrix and Hayes’s (2010) ROPE public relations process for problem solving. This was achieved in collaboration with several homes and hospices: HCA Hospice Care, Society for the Aged Sick and Kheng Chiu Loke Tin Kee Home. Report available in http://repository.ntu.edu.sg/handle/10356/45200
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C A M PA I G N
Wee Thaddaeus Jun Yan Chew Kenneth Zhi Jian Jang Sheila Hui Xia
Spin On Life
Spin On Life is a marketing campaign for Asia Pacific Breweries Singapore to help raise brand awareness amongst the target audience of university students aged 18 to 25 for Sol, a brand of beer marketed by APB. Imported from Mexico, the beer is to be positioned amongst the young, modern, urban, dynamic and social consumers. The report includes research on brand marketing that steered the direction of the campaign, detailed strategies and tactics employed to achieve the client’s objectives, evaluation of the team’s efforts, as well as the valuable lessons the students have learnt from the entire experience. Report available in http://repository.ntu.edu.sg/handle/10356/44991
Internet dependency has been recognised as a growing problem in many countries in recent years. However, there seemed to be a lack of concrete programmes addressing the issue amongst tertiary students in Singapore. Considering that Singapore is one of the most highly wired countries in the world, the prevalence of an excessive dependence on the Internet poses a significant threat to the physical and psychological wellbeing of local youth. This convinced four undergraduates to embark on a campaign, titled Unplug!, to raise awareness about Internet dependency and the importance of moderating one’s time online. Built on the concepts of self-evaluation and peer influence, Unplug! followed a strategic three-step process to reach out to undergraduates in Singapore. Interactive programmes, interesting collaterals and a consistent media presence were utilised to encourage youth to embrace a world wider than the World Wide Web. Report available in
Chew Wen Jing Lim Xinyi Loh Cheryl Quee Yan Jing
Unplug! World Wider than WWW
http://repository.ntu.edu.sg/handle/10356/45199
Cai Shiwei Chen Clement Muhammad Iqbal Abd ul Aziz Primalani Rikesh Chandru
We sing. We dance. We love Celine Jessandra School of Performing Arts.
Using Integrated Marketing Communication (IMC) theories, this project seeks to address branding issues faced by a local music establishment, Celine Jessandra School of Performing Arts. Based on research and the use of brand concepts and methodologies, we seek to identify the challenges our client is facing and aim to help resolve them. To create a more focused proposal, we segmented the strategies into two aspects. They are re-branding the school, as well as reaching out to its potential audience and cultivating greater awareness. The strategies discussed are geared towards improving brand associations, as well as to help the school achieve specific pred etermined goals; including but not limited to – developing a more vibrant, personable and credible image brand, as well as making both its external (mainly) and internal communications more efficient. Report available in http://repository.ntu.edu.sg/handle/10356/45198 WKWSCI FYP Showcase 2011 | 13
RESEARCH
Lam Fung Ying Tan Yan Ru Teo Qiqian Wang Cheng Wee
Beating the Bully :
A study of violent video games and cognitive restructuring
This experimental study examines the effect of violent video games and cognitive restructuring on attitudes towards bullying behaviour, aggressive cognition, attitudes towards prosocial behaviour and state hostility. 181 young ad ults were randomly assigned to play a violent game (high vs. low cognitive restructuring) or a nonviolent game. Findings show that violent game play and cognitive restructuring had no effect on attitud es, but led to increased levels of aggressive cognition and state hostility. Contrary to expectation, under high cognitive restructuring conditions, males with high trait aggression had lower levels of aggressive cognition than those with low trait aggression. Report available in http://repository.ntu.edu.sg/handle/10356/45247
The adaptation of the corporate branding principles from the for-profit sector is seen to be helpful to voluntary welfare organisations (VWO) in distinguishing themselves with competing organisations. With few studies on corporate branding done in Singapore, this paper tests the applicability of Hatch and Schultz’s (2001, 2003) Corporate Branding Tool Kit (CBTK) to examine the branding of Singapore Cancer Society (SCS), one of the pioneering cancer VWO in the country. Report available in http://repository.ntu.edu.sg/handle/10356/44414
Ong Valerie Shu Fei Wong Evelyn Yan Ling Ip Wai Sze Tan Jia Hao
Branding for Voluntary Welfare Organisations in Singapore : A case study of Singapore Cancer Society
Guan Wendy Kaiyu Teo Arlene Sze Yin Kaur Manjit
Cancer and Culture in Northern and North-eastern Thailand 14 | WKWSCI FYP Showcase 2011
In Thailand, when cancer patients are diagnosed with cancer, they have an option to undergo conventional treatment at the hospital or seek alternative treatment, which is usually traditional Thai herbal medicine. Little is known about how Thai cancer patients make treatment decisions and the reasons why they seek alternative treatment. Based on an in-depth case study on Arokhayasarn, a communitybased alternative cancer treatment centre in Sakon Nakhon, North-Eastern Thailand, this research aims to establish the connection between Thai culture and cancer and how these issues relate to strategic health communication. Report available in http://repository.ntu.edu.sg/handle/10356/44294
RESEARCH
Chua May Sijia Koh Angelynev Chwee Min Lo Becky Pui Ki Loh Jia Hui
Colours and Typography in Facial Wash Packaging Design:
This paper examines how colour and typography affect consumer perception of brand impression through two studies. A content analysis was first conducted to gain a greater understanding of current design trends and patterns in the market for facial wash packaging design. An experiment was subsequently conducted to test whether these trends yield positive brand impressions as measured using likability and Aaker’s brand personality framework. Report available in http://repository.ntu.edu.sg/handle/10356/44941
Impact on brand personality and purchase intent
Cyberbullying, a specific form of bullying, is a rising global phenomenon. Studies have suggested that bystanders possess the ability to effectively stop cyberbullying occurrences. However, a large proportion of bystanders are unlikely to intervene in their peers’ cyberbullying experiences. There has been little literature that provides a deeper understanding of how bystanders formulate their response strategy when they encounter their peers being cyberbullied. This study aims to investigate the circumstances under which bystanders (youths) will be motivated to intervene in the cyberbullying instances. It uses the model of Theory of Planned Behaviour (TPB) to find out whether the components (Attitudes, Subjective Norms and Perceived Behavioural Control) play an influencing role in motivating bystanders’ behavioural intentions, which is, to report their friend’s cyberbullying episode. Report available in http://repository.ntu.edu.sg/handle/10356/44356
Foo Chen Chin Lee Shuxian Mohamad Heikel Bin Kharsani Sumita D/O Sreedharan
Cyberbullying :
Bystanders’ response strategies and motivational factors
Public Service Announcements (PSA) and Corporate Advertisements are essential mass communication tactics for most public communication campaigns. This study aims to investigate the appeals used in PSA and Corporate Ads on campaigns addressing father involvement in a family. 38 advertisements were content analysed using a qualitative, apriori coding method. Lam Yarn Yong Meredith Min
Emotional Blackmail for Dads :
Report available in http://repository.ntu.edu.sg/handle/10356/44913
A qualitative analysis of father involvement public service announcements WKWSCI FYP Showcase 2011 | 15
RESEARCH
Nur Arina binte Dafir Siti Hanna binte Ruslan Yeong Chrystal Jia Yi
Enhancing the Credibility of the Organizational Spokesperson :
Testing the facial credibility model and its influence on the perception of organizational credibility
If the spokesperson is indeed the face of the organization, how can we utilize this important channel of communication to enhance perceptions of an organization in the midst of a crisis? While verbal strategies are important, how they are conveyed by the spokesperson, i.e., the nonverbal characteristics of the messenger, is arguably just as important. The authors developed the new Facial Credibility Model to examine the influence of facial cues and how it affects spokesperson credibility as well as the consequent effect of source credibility on organizational perception. Report available in http://repository.ntu.edu.sg/handle/10356/44594
In this research paper, we aim to determine if art can favourably influence the attitud es of Singaporean und ergrad uates toward s migrant workers in Singapore, in particular, national identity, multicultural ideology, perceived consequences of immigration, and integrated acculturation. An art exhibition consisting of artworks produced by students who were enrolled in a drawing course in the Nanyang Technological University was held for two weeks, and online platforms such as Facebook were used for the promotion of the exhibition. Pre and post-test survey data was collected from 113 Singaporean undergraduates aged 19 to 25 and two focus groups discussions were conducted in groups of five. Results were d iscussed accord ing to the elaboration likelihood model and selective exposure theory, specifically that art can only bring about the first stage of attitud e change, while d eeply entrenched values are d ifficult to change with just an art campaign. Report available in http://repository.ntu.edu.sg/handle/10356/44419
Low Pearl Shi Yun
Intercultural Relationships and Cultural Identity
Aw Qinxin Mok Beatrice Li Lin Sarah Amnah Bte Zaihan Sharifah Nadzirah Bte Syed Zulkifli
The Influence of Art on Singaporean Tertiary Undergraduates’ Attitudes towards Migrant Workers
As d ifferent cultures come into contact with each other, it is imperative to examine the effects of cross-cultural communication, one of which is the proliferation of inter-cultural romantic relationships. The Asian-female Caucasian-male intercultural couple is of particular interest as some studies examine how they deliberately seek to date each other. In the context of Singapore, ‘Sarong Party Girl’ is the label given to Asian women who have Caucasian partners and negative connotations are attached to the term. The focus of this study examines how interaction between the Asian female and the Caucasian male influences either party’s cultural identities. Previous studies done in the U.S. examine how Asians as the minority group date white men as a symbol of their acculturation with the larger society. However, in the context of Singapore, Caucasian men are the minority. Examining both the Asian female and the Caucasian male in the context of Singapore provid es a better picture of how both parties’ cultural id entities are affected when they are involved in an intimate relationship.
Report available in http://repository.ntu.edu.sg/handle/10356/44912
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RESEARCH
Lee Edmund Wei Jian Chow Josephine Kaylin Wu Ying Ying Yang Zixin
Knowledge Gap and Breast Cancer in Singapore
Breast cancer among women is one of the major public health problems in the world. Using relevant mass communication theories, this paper designed two studies that aim to understand factors influencing Singaporean women’s knowledge about breast cancer, their perceived risks of breast cancer, and their intentions to take preventive measures. Report available in http://repository.ntu.edu.sg/handle/10356/44302
This study analyzed the effect of motivation to adapt on the cultural adaptation process of Chinese immigrants in Singapore. Based on Kim’s Cross-cultural Adaptation Theory (1988, 2001, 2005), 808 Chinese immigrants were surveyed. This study contributed to the existing literature by examining the specific role of adaptation motivation which had not been thoroughly investigated in the field of cross-cultural adaptation, particularly in the context of Kim’s structural model. Report available in http://repository.ntu.edu.sg/handle/10356/44580
Lee Wei Xun Low Jin Yong Nguyen Thi Kim Thu Tang Stanley Wei Hong
Packaging Healthfulness :
The effect of restrained eating, categorical thinking and seals/claims on perceived healthfulness
Tan Aviel Bing Yan Quek Clement Jia Wei Huan Amanda Su Minn
Motivation, Communication and Cultural Adaptation of Chinese Immigrants in Singapore
Packaging is considered the fifth “P” in the marketing mix due to its potential influence on consumer perception. Food packaging in general and packaging incorporating health messages in particular have been active areas of inquiry, receiving much attention from policy makers and food manufacturers alike. This study sets out to explore the effects of restraint status, categorical thinking, and the presence of a seal or a claim on perceived healthfulness and purchase intention. Report available in http://repository.ntu.edu.sg/handle/10356/44528
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RESEARCH
Chan Aloysius Yan Ming Koh Clarence Teik Wei Kristian Kevin Ng Zhong Ming
Parental Mediation of the Internet in Singapore
The study examined how parental mediation of adolescents’ Internet use can be affected by key antecedents such as family communication patterns (FCPs), parents’ perceived online literacy, parents’ perception of the Internet and sociodemographic factors such as parental income, parental education level, ethnicity and the child’s gender. Report available in http://repository.ntu.edu.sg/handle/10356/44601
Using the spiral of silence as a theoretical framework, we conducted a two-part study to examine Singaporeans’ opinion expression in a traditional hypothetical setting (i.e., a survey), and in a real setting (i.e., an experiment). To provide a critical examination of opinion expression, we conceptualized individuals’ willingness to express their minority opinion in two dimensions: The use of avoidance and engagement opinion expression strategies. Future research should consider coming to a consensus on the measurement of silence on online platforms. Report available in http://repository.ntu.edu.sg/handle/10356/44378
Yang Yanyi Liao Youqing Yong Titus Jiarong
Understanding Singaporeans’ Pro-Environmental Behaviors : A theoretical expansion of the influence of presumed media influence
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Cha Ee Ling Kwok Kristle Zhen Hui Lee Jamie Jing Ting Sim Madeleine Kai Lin
To Avoid or To Engage :
Testing the spiral of silence theory using hypothetical and experimental settings
Using the influence of presumed media influence (IPMI) model as the theoretical framework, this study aimed to explain the influence of individ uals’ attention to pro-environmental media messages on their pro-environmental behavioral intentions. Specifically, we examined both direct and indirect media effects on individuals’ pro-environmental behavioral intentions, and integrate the constructs of attitudes, descriptive, subjective, and injunctive norms into the model. Furthermore, we used the expanded model to examine the influences on three dimensions of pro- environmental behavioral intentions, namely energy conservation, recycling, and civic engagement. We tested the proposed extended framework on a random sample of 1,144 Singaporeans utilizing computer-assisted telephone interviewing (CATI). Report available in http://repository.ntu.edu.sg/handle/10356/44228
RESEARCH
Han Angela Shiyun Rasyida Samsudin Lian Yiting Tasneem Banu M Ali
Use of Mobile Phones by People with Disabilities :
Around 10 percent of the world’s population, or 650 million people, live with a disability. This number is expected to increase as the global population ages (WHO, 2006). The role of Information and Communication Technologies (ICT) has been shown to enhance the development of health, education and livelihoods. However, current disability studies lack substantial interaction with technology (Goggin, 2006). Our study aims to address this gap by examining the benefits that People with Disabilities (PWDs) derive from ICT and how these benefits lead to empowerment. Report available in http://repository.ntu.edu.sg/handle/10356/45289
A tool for empowerment or disempowerment?
Mental health stigma in Singapore is a pressing issue. Understanding the factors that would affect stigma reduction is a matter of practical and theoretical significance. This study measures the effectiveness of narratives in print brochures as a mental health stigma reduction strategy. This study also looks at how manipulating source type (doctor vs. patient), and stigma attributions of stability (lowly unstable vs. highly unstable) and controllability (biological vs. psychosocial) of the illness within these narratives affect the effectiveness of print brochures. Report available in http://repository.ntu.edu.sg/handle/10356/44529
Ng Cameron Hiang Liang Huang Sheryl Shumin Tan Adeline Kim Wen Yip En Sara-Jean
When are You Scared the Most?
Liao Jun Qi Low Yue Ting Sim Roslina Hui Ting Too Vanessa Su Wen
Using Print Narrative to Address Mental Illness Stigma
Binge drinking, defined as the excessive consumption of alcohol over a short period of time, has become a prevalent concern in Singapore amongst youths aged 18 to 25. Negative consequences of such behaviour threaten the health and safety of these youth binge drinkers. The purpose of this study is to investigate the effects of fear appeal and message personalisation on intention for developing responsible anti-binge drinking behaviour. Report available in http://repository.ntu.edu.sg/handle/10356/44237
Effects of message personalisation and fear appeal on binge drinking youths in Singapore
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RESEARCH
Chong Trinetta Chiao Sing Goh Su Xin
Who Nose What Eye Can See? Examining the impact of scent on visual attention
Extant literature has shown that sensory cues, such as scent, affect how visual and visuo motor tasks are carried out. While many cross-modal studies have explored the interactions between olfactory and visual cues, little research has examined the effects of scent on visual attention specifically. Our research aimed to determine whether scents can enhance visual attention towards congruent stimuli in the context of an advertisement. Our collective findings demonstrate an olfactory priming effect on visual selective attention, where a scent can enhance visual attention towards specific cues in an advertisement if they are directly or semantically congruent with the scent. Implications of the findings for advertisers and marketers are discussed. Report available in http://repository.ntu.edu.sg/handle/10356/44940
Creative individuals (i.e., copywriters and art directors) face many challenges, some unique to the advertising industry, in their attempts to meet the competing demands of their work and personal commitments. Our study examines the various work-life conflicts that creative individuals in Singapore face, the factors that contribute to these conflicts, and the effects work-life harmony has on creativity. In-depth interviews with four human resource personnel and eight creative individuals were conducted, and the websites of 17 advertising agencies were content-analysed. The Grounded Theory approach was employed for the data analysis of the study as it allows for a holistic exploration and flexibility for new emergent themes. Report available in http://repository.ntu.edu.sg/handle/10356/44585
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Chan Cheryl Yu Pei Tham Celine Xue-Li Tsang Wing Han
Work-life harmony for Creative Minds in the Advertising Industry
VIDEO DOCUMENTARY
Chai Jac-Quinn Lai Kahei Ng Yiling Tolentino Anna Karenina Valencia
Daughters of God is a documentary about a Hindu temple built by Thirunankais (Indian transsexuals) in Malaysia. It is a story that focuses on Anusha and Varsha, who attend the temple during days of prayers but roam the streets as prostitutes at night. The temple is funded by only the Thirunankais, and a majority of them work in the same profession. Despite being different in terms of their gender and their choice of livelihood, through the presence of the temple, the Thirunankais have gradually gained acceptance from the people living in the neighbourhood. Report and video available in
Daughters of God
http://repository.ntu.edu.sg/handle/10356/44981
Through interviews with students, parents and experts, The Tuition Nation, a satirical documentary highlights tuition as the real reason behind Singapore’s highly successful education system. This documentary also hopes to bring out the problems of the tuition-education system relationship and the changes that are needed to make Singapore less of an academic driven society. The report details the entire production process, from ideation to post production. It also includes the dilemmas faced by the filmmakers and the decision-making process. Report and video available in http://repository.ntu.edu.sg/handle/10356/44992
Ng Wen Han Wa’u Jessica Sari Say Xiang Yu Choo Bernadette
The Tuition Nation
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VIDEO DRAMA
Guo Wenxu Ong Li Ling Tan Pamy Poh Mei Welyon Sutjipto
Allegiance
Allegiance, a dramatic short film, weaves together two stories of friendship and brotherhood, focusing on the bonds of friendship between the men in the film. The report chronicles the journey of this final year project from conceptualization to pre-production, to filming and postproduction. It explains some of the decisions that we made in the creation of our film, and reflects on our processes of filmmaking as well. Report and video available in http://repository.ntu.edu.sg/handle/10356/44590
A Long Way Home is a dramatic 17-minutes short illustrating human immunodeficiency virus positives’ (HIV+s) journey to find self-acceptance through a metaphorical road-trip setting. The report details A Long Way Home’s conceptualization process in two broad categories: narrative and film style. Report and video available in
Ho Daryl John Sim Li Fen Chen Melvin Baorong Mak Mei See
http://repository.ntu.edu.sg/handle/10356/44990
A Long Way Home
Choe Jasmine Huiying Lim Joan Shih Min Norhashimah Binte Azli Yong Joyce Sze Yean
Minted Memories 22 | WKWSCI FYP Showcase 2011
Natalie has returned home after spending the last four years in Australia. She is looking forward to enjoying her one month break, but her mother puts a dent in her plans by making her take care of her brother Nicholas. Their relationship is off to a rough start since they did not grow up together. All hell breaks loose when their mother rushes off to Malaysia to take care of their grandmother. However, the siblings tough it out and manage to find their own definition of family. Report and video available in http://repository.ntu.edu.sg/handle/10356/45109
VIDEO DRAMA
A Young Man is a 15-minute short film that explores the health issue of dementia by taking us into the mind of Fred d y, a man afflicted with the cond ition. In the film, Fred d y endures the apparent matchmaking efforts of his mother while struggling to come to terms with the deterioration of his mind. Matthews Claire Kathleen Lim Sharlene Hui Wen Lim Zoe Joe Ee
Report and video available in http://repository.ntu.edu.sg/handle/10356/44438
A Young Man
How to locate FYPs in DR-NTU (Restricted)
Access to DR-NTU (Restricted) is only available to NTU students and staff. 1. Go to http://repository.ntu.edu.sg 2. Login with your student/staff network account username and password. 3. Enter project title into search box.
For enquiries, call 6790 6927 or email acrc@ntu.edu.sg
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Produced by Asian Communication Resource Centre (ACRC), NTU Libraries, 2011. Designed by Neil Brian R Alapide (School of Art, Design & Media), Library Student Assistant 24 | WKWSCI FYP Showcase 2011