This document provides an overview of five iconic symbols of Singapore culture and what they reveal about Singapore's identity: 1) The Merlion symbolizes Singapore's lack of historical roots and pragmatic embrace of economic goals through its artificial creation. 2) Phua Chu Kang represents the struggle between Singapore's native, earthier heritage and more westernized aspirations through the caricature of the stereotypical Hainanese contractor. 3) The Singapore Girl promotes an alluring image of Asian femininity to the western world, though some see it as pandering to colonial stereotypes. 4) Lee Kuan Yew is both Singapore's revered founding father and controversial authoritarian figure, though younger generations feel less

3. 5 THI|'|GS TO l(l,{OW
FIVE SINGAPORE I(ONS
ond whol they reveol obout our cuhure
Over 43 years, we have accumulated a few outstanding local icons.
FIom the Merlion, the Singaporc Girl and I€e Kuan Yew (the kgend):
find out what each icon reveals about th€ way Singapore think.
"L,<t
iEt
€
FEATURE ARTICLE
CRAZYSEXYCOOL
Countries are finally paying attention to branding themselues
just as much os corporations are. Has the Singapore brand
euolued to meet the competition? Are ue still desirable?
.-a
ON 2ND ]HOUGHT
RITHINK SINGAPORI ARTS
lt Be it the Grcat Singapore Novel or Film, we
look at whether we have come close to
oeating unique cultural goods of our oran. 30
(UtTURtWA](H
AQ MAIGOVER
GTTTING OUI PRIMP MY PRIDI
IHI Hairstvlists.
lr
OF AQ MAZI
fashioi pbotograDhers.
mal€-up_attists.
It's about time to shed light on that dreaded
puzzle known as the application question. Saphrc desrgners
llrrd fashion desicners
- local creatives irc
turningprimping into a
A MAIIIR OI ()PINION sorrr.P.f nrtion.l nride
p
THE Ptl-DU MAMA vs.
iI
IHI DUI(H URBANIST
Our writers squarc offon
whether Singapore is a place
we can call Horn€,
Lo(At vs. Gt0BAt.
PRIDI & PREJUDIG
ffi $'Wr
An anabsis ofwhy local creatives stmgqle to
find acneptance and success in Singapore and
vennrre overseas instead

5. SiNCAPORf S BRIII MOMINTS
N POPUtiR TUIIURI#i
1 2
TIIEMERLION PIIU CHU I(ANG
t0|]tststM0t{s0N5
8tRD5 0F PR[Y *83 {2005)
touise SimomM! popu m
rrn on $c 8'rds orPrel
tom( book sov o l!'l
r(jrvord hc exork vhen +e
rhose 1o moks Sinsopore rhe
spoi ighr lorlhree iiaes ol
supl]rhero hi- rnkJ wilh rhe
heip ofo Slnsoporcon fon,
5imonron nronoqo{l b indude
quile ! fevr slrpris ng y
CULTUR,A.L ARTIFICIAI-ITY'I'HROUGII HLqRTLqNDER HERI'I'ACI]. GLOBAIISED
ECONOMIC PRAGMA I ISM/ Unaslianiedly ASPIR-ATIOS. One ol lhF nil.o , s mu pu.arisiig ilmnqlAirpo lookso ill e
invented in 196.+ by lhe Singapore Touism Board, dre(lpskor". oid troishr our
slnrbols, Phna Chu Kang (PCKJ rvas a stereotl"ical
of q developing nolior.
the Merlion oives its "iion" head to the lescnd of how uncou th Chinese coDtractor charactcr played by actor
lndonesian prince SangNilaUtarna spotted a singo Crrrmircirbh. Di.rpsardri8
^4J lorls i nd .ppald nS
(lion) on routeto Malacca.Its fish body and tail are sinslish slaDs unapologetically, PCK was aD
a gesture io th€ island's close ties to d1e sea. It has affectionate bui sonenhal bacldanded ode to the
since ihe. been nass produced as STB-approved blue collared heartlanders ofSingapore. His macho
keychahs, chocolate!, stutred toys ed paper-weighls, cNdeness, thejarring aesthetics of lijs wife's drcss
becoming the island's nost politically ncutmi a.d sense and the btrniblins ineptitrde ofhis Dnderlinss
ihiliftlb
souvenir-jiiendl)' niascot. Becausc of its unabashed' were often contrasted Nith his more refined but eflete
artifical birth, the }le ion is and will aiways be the architect brother and pretentious sister in larv for SINGAPORIS BRIII MOMIIITS
nost convenient symbol of Singapore s percejved conic effect- PCK embodies Singapore society's /N P{]PULAR OLII]Ri#?
cr tuml inadequacies: her lack of historical romance, struggle beFleen ils native, earthier lieitage aDd its
he-. oi plFr"h pnSmdl; apprc!. n lu I rp|g enn ,g more Westernised aspirations- He is a caricaturc of
of her identity and the often amusiDg rcsults of ihe best and worst elenients ofthe headlandcr identitr
sLtch twinned efforts. Multiethnic drcss anyone? seen throug! the eyes ofcosmopolitan Snrgaporeans
Mfliolosised in Edwnr Thurnboo's r979 poen - afterall. he namcd his children Romeo Ferrari and
t{ysses by fhe M€rlion, this m}thic creatu.e h:l! siDce Crystal Jade. Urhen PCKwas l€atured as a clue-giver
been deconshucted and criticised by tlie local literati ' I r, sirgdpo-FlFSol U.s. r-JiD Jruh 77r ,,rnl,rt
in va ous poenrs, artworks and plays. It has evcn l?dce, some Singaporeans ftrmed about thc
R0A0 T0 5ll,t6AP0R[ (r940)
r dCF rli qd) :nlo lo' d p. r.ir. p: ll, rlnr cd inapprop.iateness of luliDs snch a buffoon be the Pmbobyrhemortlriqhprofth
euphemism for "I vomited". $hilc thc Merlion will ambassador of SnigaporcaD idcntity on iniernational se o{Sinqopore! nome in i
never possess the same culiural and historical television. Elrntuaily rith pressure 1i om state censo.s nNielitu, iroIi$lyneirher
:genuine, national
resonance thai symbols lil(e the a in the iisht oftheSleok Coodl)iglrsA canpaisn, ol the chorocters ployed by
Birq (rosby snd 8l)b 11ope
Siatue of Liberty have, by virtue ofits ubiquitous l,,hohddroLonFdoqn:" br ursi ,sl:.h.lns r'8
od!o ly hoke ir lo 5rigopore
presence and aftible counten.tnce, the Merlion has rnuc| of ils originality and wit that nade PCK such
if rhefilm d'emrinooiho
a developed an odd charn of its ver-'orm. It a hit.It imosinory i! ord ol (oisoon
03 ER0ADIR P[RSP[fllVtS t/pstrodpo'! rssue

6. SlllCAP0Rf S ERltf lil0llltl,fi S
II{ POPUI,{R CULTURI #3
3 4
SINGAPORE GIRL LEE KUAN rr'EW
debur: 1968 debut: 1965*
sA[{r ia(K (E/9)
bced on o l9/3 noveloi
borddo.
Singoporo vilhoul lhe
EASTERN PROMISES TO A WESTERN THE MYTII OF AUTHORJ'IARIANISM/ Our
WORLD/ Perhaps global air h avel s best loved aDd first and most reno'ured Pnme x{inister of Singapore
beins pruduted
most suc@sstu] icon, the sinsaporc Girl has been the is also the mosi titanic in terms o{ m)thology. To
niost promincnt element in Singaporc Aidines'years past genemtions grown into present critics. LKY is
Thoush 5olirlodi5theon y
ofadvertising- She has achieved so nuch cultuml at once Sinsapore's most favoured Founding Father
promineDce and cult folloeing thai awd figure of as well as ber most feared Bogeymani her most
Singopo.e, ir vo5 her was created and shown at the faned Madane revercd reason for success and yet her most favourite
Tussad's wd Museum in London in 1994 Created whippjns boy for any ne$'srouse under the sun. This
by faned English adaefising creative Ian Batey, she may all change bythe next geDe.ation ihorgh. The
presents an alluring image ofAsiaD femininii"v, all irnpressions of local youths of LKY are mostly fotmed
gentle hospitality ard trnquestioning subservience by a loose coilection of nemory fragments: neit
Unsurprisingly, herbissest critics have been local hisro, i. dl a.-ount, i! rocidl srud'ps ,en oool.s. icon .
womeD $'ho feel ihis icotl is se st and panders to a video clips like the one of l,ee learins up at the advent
Sirsopore lr 2006 o5 on
of sepaEtion fiom Malaysia, ard most of a]l cor tless
colonial stermbpe about Asian subsen'iency to $'hite
Ml8 filnr. Toddy, il is
n1en. Unlike the business likc suits wom by male SLA. throwaway lines said by adults in jest about hidden
cabin crew, SIA steeardesses wear a sensual and camems ihai at onc€ rnlthologise and denigr ate I€e's
mther unforsivins sarcns kebaya paired with sandals ability to hcar all and see aI in our little island state.
and adhe.e to ahishly regiment€d bea ty standard: sone believe LKY is a complex man to be respected
siigopors llke lhe old and dghtfully feared, ciring Sinsapore's sbilit)' to
dark black hair without hishlights, SIA apprcved blue
Frehrdnh,brighl lFd rrtsli.k rdnd'ls.To.riri.s. evolve from dirw shat1tl-towns to fabulous eealth
oidod Sugis Slreet durlrg
the SinsaDore Girl is just a ivell-disguised Sarong and suNile nthiess resional politickins at the same
Party Cirl (a ]oung SingaporeaD $'oman who dates rime. Bu' lo CFr Y, the I'al ir loo di'tanr Fnm t}c r
only whire men, believing tbey are more appealins present rcality for LKY (and by association, the
and successtul). wlile it is true thai she is very much Governnent ard PA") to be a figure that iNokes aDy
an aftificial and evcn archaic creaiion to satis& rFd lFir or reJ .T' '1ion. LKY . ,he,r inrimidarrrs
skewed male Westem appetites, practically, the srandfather writ large, an irnmuiabie and
Singaporc Girl works too $'e11 to ever be sotten unquesiioned authoritJ fi8ure, yet a $eature ftom a
nd ot It past they feet little connection to and thus, have little
baggage to coDtend with. It
04 SR0ADIR PRSPtfiIVtS tiesinqdpoi? issue

7. LlllClillN i.t[( 6]
olr
The Mestern Press Hates IIs!
The srd cnticisms remain provorativer the restrictions
linited politic,l
we place on civil societ"v or sanisations,
e:prcssion and the notorious legal battles bebreen PAI
politicians and opposition pa.ty menbers.
Fal Eastem Rerieu (I,EER) , Woll Sneet,Iournal Asio,
the Internanonil llerald n i6une aDd the Findncial
?irres were rI seneEly citical about how Singapore's
POLIIIC11.1,'Nlilltl.{1i,. l ) li [.i i'] { } L_5 n-1 govemmert rcvoked FEllRs perrnit to be sold and
IIL'LUt 1.,I FINI{ .1t) ,!.!'.!n}MtLIi/ 1'lrr circuiated here after it retused to adhereto Section 24
r.L)ld Ch t 1,,.,r lti.. lF ,)lfrl r ru in. r, rr .nl r of thc Ne$'spaper and Printing Presses Act.
si.!,r1,,),f l!,)!iitr ru!licr di'h (l.t)it. r,,,1lj Unsurprisingly, l'r'i? takes an unslarpathetic view of
, i),rt,e jtors llli. Cbilli O.rb or l.rlr: lLr.lrrLrL,L)1. Sinsapore s policies, challensins the validiiy of
I merjtoc.acy ( "'flie chrmde of Medtocrad'), th€ tig! tly
nlrnr r1..1( .1s 1)l s rrtrLl)1rr. rir.sL lLiricsnul conboll€d local press ( SiDgaporc's fbunding m),ths vs
nrn.rNl triil i. rL rl r L rLlLlrrNg| :L o|c ils rt |ts freedorn") and even her econornic fut re ("Financial
1r Chi.iL s lliLl,r, i lrL r(1. sin!r1, )r.rn s11. centre pipedrcams").
i (L,t,1elll. {iil irtrljjrn.n. South(,,l ii n L, i1{ r {ith regard ro lhe le€l of public sector er?eftise, rnost
L.rlilnrrnrur frtulrrtlishs.f r rl,.i Lti,..i rlLrlles internationd nedia rcgdd Singapore in a more positive
nNltil,L dniths ol fl,i:. s r:L s. ,1.f. brrlc ird light. duf"i,res carried aD intewiew lrith then SM
tligr... ll is lLir ,).t ,Ll,, fl(.! tlirh lhrt iin b. If,e abour hor Singapore wanied to share its expertise
nnrn(lid.'., iiLrl,. I r rli r. lo,!l co!a lnLl hot.l in architecture. landscaping, iffigation, waste treat ent
Nn.l!r fr i.i L L{qrLlrhrihcrlrnrrtr,ibhLi and human resoxrces rnanagement with the worid.
11)L f,r,l s,,rc rl,!fcldiitr, Jr{nl,lt,,1 Ur, I4'RED magazine expounded on how sinsapore was
r)ltlrl) rtrilc ()lhrr.Lr..nnrrhl)ri i r1,, r,il at the cuttinja edge of biomedicine because of her liberal
l, 3 ir itinChrtt. n) r)rn1li,l A LLrfLslLrr,.,riril approach to controveNial secto$ ofres€arch.
l)hnd. rith !lllb( rL!nr ,,, i(li ir.,tr !l)|lird. rou
.rnnrrlil!rlliliL ll .,,!, 1,,, iDaltltr Dishr( o , I i".Dl.. Sirsdpre hds bFFn CerrinC rr e FfiFh..
thit hr,.(1,,,i1s rlrfr,! Lri lstiri iI th.rNh.s {1. rIL Acid-tonsued chef Anlhony Bourdaii declared in t]le
1..(l Ll!r,rs,l$ lo,) r,,ll iD thrr r!,.(1 rr(l LL.i(l Lrl Ntlt! Totk Times Magazine that Ne were "Foodie
rLil,,iL t ,r,Lirlrb. (hiflicD ri.. r! nrLLLr : ,,Lj,rlL Heaven . Respected food critic R.w' Apple Jr. rnotea
Irl rt,lmlilg lo rnr l(lmltrr lt!).i !! r j rLti 11,, I Ne.J] yotk Tintes article eDtitled 'Singaporc:
,l A Reprcssed CitA-State? Nat in its firch€ns ' Even the
rrlirbl.. t)rN.ti{l N.,l r(l,Lt,lrIli ()r!l.t ti)1!li th,. usually critical Sudncv Morn t19 Held/d admitted that
the 2oo6 Singapore Biennale showed there was a
.darker,
to.th.! rliltirLilLr. Lrlrr)rltLln':uli..j 6l funnier side to this city of shopaholics."d t
ll lllrriR t'l|f:l ll rr, .,',,,,,r,r'r..rI

8. FTATURT ARTIO-T
CrazySexyCool:
Will the real Singapore Brand please stand up?
The Singapore brtmd is challengiDg to market - or so we tli*. By Shiao-Yin Kuik
efore the r98os, corporations
A'
q
c!!>] -'1 ilifferentiated ihemselves bY
emphasising how they
L__, produced whiter, brighter,
fasler. stronger results lhan their
€
competitors. But today, with the onsoing
slobilisation of labou and rnaNfacturing, lhe world's
consumers are nole offercd a diversity of goods and
seNices ofalnost e+r.l quality. Product ditrerentiation
is no longer just about tansible differences
Differ€ntiation is now achieved by
emphasisins values and qualities thar invoke
consumers' orm aspirations. This is a huth that
advertising asencies, brand constrltants and
corpomtions have knoM for the loDgest time about
modem coDsuner behaviour. Billions of dollars have
been poured nito nedia onslaughts to seduce hearts
aDd rninds nrto choosing one brand over another' Nike
isyour all Ancncm go getter: atlletic and constandy
pushing physical lnlits. Its rival Adidrs is the urbane
fu-n!pi1: morp edgl JnJ ) F cors.ou.ullradrl'on.
Today, you don tjusi choose a shoe').ou choose a
tribal id€ntitj and appropriate their proiecied heniage
and aspilaiions as )'our om.
TIIE COUNTRY lN OUR MINDS/ And now
dhether a country
countries are fast catching on.
believes in braniling as a stratesy or not, it
cannor escape the fact that it is already a brand
- and this brand needs to be manased as
conscienriously as McDonalds manages its
A couDtry's brand is tlie sum total of beliefs we have
aLoul | ,' Inj lhF ri dBe ul lhF.ounrrl ,hrl exFt'ir
ou r jmasiDations. Somc countries are livins synbols
to us ofvalues we admire or detest and thus, they
n n.onsciouslv orient our life's clioices.
06 BR0ADIR Pt[SPttTlVtS i/re liroa,?ore 6sre

9. 4 0tstN6aP0Rfs
re want to strd)'in thc UI( to bcr pin t ol Globalisarion has made our r{tional borders
flxll Blitanllia s inLeli-.ctua] helitage; rvc
1illrl to !vor]( ancl pla1.in Aructica
more permeable and individuals more
decision-makers. Hence, capiral, ideas and :::--'.ig
icN re!lne rhoi !ir!!pore j
resources de more mobile than cvc!. Count es lowirem6nsetur,ode i
bccausc it is thc Lancl of the Flee ancl Jr, l-'Jmb-i18 n h^. rrar .r r'io-al.orlordlion: rurey deiiqred tri bljr by
l!rii llm!!i 05lM j
thc Amelican Drearn; wr: r'earn tLr rnd I iB I qu.-iIi, d nsrar.Ifi.ornrr. l "s in
o
s ,q,tirnon lrdni, rhe
relocate to Australin bccarise le beliere thc holy trnriF of Investments, l ourists and Talent, rermo osy 5 futry rqvdl ol
rhe lomou5 hodo omFri i
her firture in a competitive xorld is wel-secured. Bui
c,'cr'l'dal Do'n I.Inclel is liiiclltacl<: lvcr kEi, mikm!lihevmd! n5r
jr'l
r.' ir'-i, ir >' r' .1''1'
-.'
,rt., il '
wilh all competing suitors danslins thc samc delectable lldm (ly odwi(ei mn{@
bon oon ulp:'1,.1.qrclJ,o .it". rl'(al. "as'-
so cicpcnclablc, cflicienL antl r:learr. rF':Ll-n.- p' flni Jnd gr'. I Jrds .o r a.our tri"
have turDed to profcssional malketing stmtegists and
Today, you don'tjust choose a country - you brand consultanisio find that extra edge thatreould Itra urodloii! o ondeC
make then stand oot amongst the rest. i rhr r]tr rit ro @l ebodi
choos€ a tr;bal idenlity and appr(,priilc l]rcir o.hei oigin6rdI'm rr imFrirl
'o
projected heritase and aspirations as your 0ul5 ol tiino trd hoi ord
own. Tlie b.and - or reputaiion ofa country is not S'l'ArD UP FOR SINGAPORE/ So w|ere does wi?li olmrdflr
o o vld€
Singapore's braDd staDd iD all this? Do we have (he
6dlr 0
yllrndr. t!e' 0o m
simply di.tated by dre mgarics of history or geognphy. 5m mgeriltr{o! ir p lJloi
PerceptioDs ofa country c|ange along with twists and ich, emotive aspccts ihat help a brand Bo beyond molrore bdr, dshr,i!hj,
merely appealing to convincing and inspiring cult Nklrer iliom md ipmlj in
hrns in cucnt politics. Iloreover, in a nedia-rich hry fs jr ol heor ond
world, popular culture has developed a '
disproportionate amourt of influencc over hos a
country is perceived. ADy counhy that loses touch krolm chdacteristics ftlfill
Certainly, our best
sirh $l.Jr .1. (uld rhr ,l. . n l.- -i,k. lo. 18 the tunctioral but essential componcnts that
tuurdnlI l93l l!e,ij m. ol
everything iD the great Darwinian race among make a world-class brand. A country s brand is ft hprllr! b.sj r .vorll
shaped by what it says of iisell what it actuaLly does, perfurmin! we r [jio ori
civjlisations. ,I$t ast Arneicn the steady descent of
Nhat it produces, $'hat it looks like, the conpaDy it
U nlr€ i
(insdon. 1!er 0er
hcrbrand in ihe Middle East and Iurope $'as partly liirrlhul!! 1o N
60 msrrier
because ofher curious.etusal to believe thai so rnaiv keeps as well as what people say of it - and on all !i ube0 mr*lrintuod! nh
counts, Sjngapo.e peffomrs extremely well. We arc dre dlflnulr Ans on mrhr i
people could possible hate the Land ofLibertr. Or ask l{j r. | [,{
.oni:sr"n.l) rJrl-Jb r dFn.,d", sou-c".rsl'pir'g
o nmg Fr
Neiv Zealand lio$' m:Dt billions nr ioudst dollars and iork liinm, irn l'onriro
t.rps in all-rouDded dcv.loprnent, economic success hror fld i pnli{rl 0ermir
interDational attentioD to its digital animation indust.y h@!of fD polllorrrolrDr
it gamered by appcaring so prominently iD the 'rJBUUdsn,
J,...WparF.Fdit.lilllop,hu:.r i(s5,irionr borl!lh!n
celebratcd Lord ofthe Rnrgs trilogy. ^r
in' sl^N,hl pd work"N dn,l ni.hr ro r r". nir'irts
caNed out a respectable Dame as a politically and
Many countries car no longer rest on the economically stable anct secue hub for resional
laurels of beiDs "whiter, brishtcr, faster" headquarters, biomedical rcscarch, rnedical care,
because this is no loneer as key a educatioD and ftuDcial seNiccs. Politically neutral li! EAIYA lrft hohl5 | i.esrr5
tufineolrh!{ud!msrw€
differenti{tion as ii uscd to be. Wihess ho. aDd diplomatic, r{c have no overt enemies and are
lordsd asi w'rilrq holld,'l
Dubai and Shanshai have successlolly recreated frierds with a slir?Iisinsly di€rse crowd China and gehvoF 8rrryon Tre i' ! !
Taiwan; Anrerica.Israel and the Muslini bloq India moliisommelo,itelinmm.
themsclvcs as the nesest plalgrounds fo.the global m.loll 0
.ior vo}l I r
clite, closing tl e gap between them atrd stalwarls like .nd Parr-lan ln ln" inl rniriun! pr-ss. SilBJt'nn i.. kmrr iptml oEEirl m
lo
London and Geneva. TeD yeaN aso, fc$'would have still mostly well-received." ord 5bMl irtor {ii{oki
onr ol f. ror r0 *olriEi{liy
believed that snosgy Beijins could rcbrand itselfas hores nftv0dlyr'N'
ahipcityto work nr. Yet, fr.rn its a€inspiring gokt Singapore is ir Piace vou go to gct things
medal srveep to its sturnnrg Herrog & de Nletrron dorte - a poNclful statcment llot nran
'' ,l,rm Jld rL.1'".r' .ula oI'Fr'nB FrFn'on) 8, rjints nations can make rviLlrout aclding
ABOUTTHIlVRTIR
has Drade the 2oo8 Olympics Cliina's greatcsi
adve isenenl for its positioD as Sufcrpower of caveats. Anyone who has Mesi:led with br taucratic
red tape, co.ruptioD or ld labour laas can atprcciate
this great SingaporeaD cliaractcristic.
07 BR0ADIR PtRsPtOlVtl fie $rsdtrore issrf

10. FEAIURE ARTI(LE
All rhesc rractical characteristics sumnred suessins ou abili8 to be orisinal. We know ifea, Dui had ant thing lo do ith Francc?
up in the afor€nentioned statemert is that peopl€ who cover themselves froni head It is as if s.e stili need that spfinkle of
clert a najor eleneDt of our brddiru that to toe wrlh a plethoE of brdds hale a deep- Westem fairy-dnst to coDnore eleganc€ and
i{e should not and cannot divorcc ouNeh€s set insecuri0 and resortcd to borowing a
hom. lJrit thc conurrdl tlnt here is glamou. that they think is not intrilsic to
thcf selves. singapor€ is not thai diffcrcnt Despite our meteonc risc, Singapore
thal Lhose :Lrr'J srme
in this nspcct. This is aD especial, grievious srill f€els like a self-conscious
chiuactcristics Lhat have rnadc thom in ihc sides ofsins.tporeans who |a!€ Cinderella, a cultural country
lLs so succcsstilj untorturrillely begun tobelieve in the NoIth aDdtaLent of bumpkin who is afi:ltid rhat she will
lacl errolive iospilation. Bcing thei. o{n narion and abhor the slalish cop)- lose hcr borrowed firery and return
to the rags ofher former developing
eff iciert, plagnatic, rlep-.ndable
world status at midnight. Interestingly
and slrble docs not - in Rclativc toothr nations, Singapore is young enoush, two highly acclairned local fashion
:rch'crtising parlance rnake ibr and ihus prone to ehibiting considerable brands Raoul ard woods &Woods chose
lhe seiest blalld. anxieq! orcr her identiq'. singapore's values to dcliberately lraiiil themsel"es os
and perception of hd oM i{ofih have not Eurotean in Dame, aesthetic and
So far, ihe marketing tagliDes we have conc.etised as yet compared to co Dtries advertising. By disassociatirg themselves
created to sell Singapore hare net with with stmnger (and more stident) Dotions as far as possjble fron the "N1ade in
mixed reviews fron Singuporeans: of selhood like china. Britain or America. Snuaporc" label, lhey could charse as much
siigapore Touist Board's "Utliqtel) in the 2oo5Anholt Nation tsrands Index, as foreisn bmnds fo. Lheir Droducts as wel
Sinsapore , Urban Redevelopmenl Sjngaporc scored amoDs the lowest in self as gain populaity fast $ithout suflering
Authoitl's "City in the Garden", I'Iinistry image than almost all couDtries rvith top frorn thc prej dice of brand and status
of Forcisn ,trairs' Global Cir]*, World of conscious Singaporeans. Despite
Opportu ties". The taglineis i.e attractilcl)' Singaporc's stroDg repuiation politicallJ_
worded but they still lack distinctileness Despire our sense of acsthctics, and economically, culturally she believes
and {aside fron thc UR-A'S tasLine) are critical valid{tion and ou. bcst she is losing the battle: it's.jusi not irendy,
rena.lebly applicablc to nany other cities practices, we de not convinced ofrhe classy, elegant nor magical to be
by substituting the word "Singapore". Just viability or stpedority of developins SiDsaporcan. IroDically, this seif affliction
nnastue: "Uniquely Dubai" or "Dubai: our own brand our own vay. Many couldbcthe sinsle biggest obstacle to the
clobal city, World of Opportunities". Sfigaporeans still nreasurc thenselves by creaiion of truly nnique culture in this
A counrry cannot brand itselfwith dr stddards of nore establishcd' counties in{ormation age wherc thebest way to go
such neutral terms for it risks and seck their brands, thejr colhnal so slobal is to renllt' think local. Loc
sounding just likc ever'] ole else. ahead and their political seal ot approval to distinction is what will scr onc apart
a irm our dcvcloped workl status. !Ie ftom the slobal herd.
So SiDsrpore has also been industdously imported a ParisiaD burlesque show,
promotins its more colourtul characteistics promoted Bangkok stle bar-top dancing VHERE DO ^'IE GO I'ROM HERE?/
(Cr0z.! Horsel Bar-top dancing! Sinsaporc aDd recreated London's siant fenis $'heel ]jlery brandins as.ncvknom a brand rvil
Eyel F1l Ministry of Soundl) to the to prove we are a sex], trendy to$'n. We fail ifit attempts to be all thirgs to Jll men.
international nredia over the pst few rears. talked of benls Asia's Zurich in the 198os Sinsapore cannot be known as
But to some critics (especially local ones), and now wiih the Int€grated Resods and primarily efficient, pragmaric,
it is akin to walchins ihc scliool's most expensive ScDtosa homes, we paint ncutral and dependable and
sensible nerd dressjng up in sltu},a clothes ourselves as Asia's Nlonaco - as if, being simultaneously be crazy, se4', cool,
a liitle paintul, sonewhat laughable and Asia's Singapore was not enoush. wl1en we creatiwe, intellectually urbane,
snellins ofa despemte need for approval. want to build a nationalarchitcctural icon stimulatina and colourtul witl equal
like the Esplanade or the new Supreme weightage. Something has to give.
Worse, Sinsapore is wearing Court. ive borrow the brand of aD Every country slroggles to find ihat one
borrowed plummase rather than international architeci as opposed to message that can service tleir requilemcnts
coming up with a style of her orm. It supporting one ofour oi{n proven talents a.ross ihe differ€nt sectorsr Ireland.
is a uDique' singaporean sna&s/ $at has - a KenzoTange and NormaD Foster.r!e. a Scotland and Italy retain strong lourisl
boih bencfited md injured us bybonowiDs Tay Kreng Soon or Mok Wei l4rci. AId what appeal because ofinases ofquainl, rustic
ideas, best practices and concepts from are we to make ofour propensity to adopi countryEide livins whcre tine has stopped
foreign lands and aptb ins it reholeheftedly Eumpear-sounding names lbr our local but this is at odds with their tudusties'
io our country, we halc ocated a successfirL condominiuns and conpanies? Why call a struggle for credibilitt' when coDvtuchg
Sinsapore brand while underminins our condoninium Cosfo del S.rl. as if Bedok ,Iapanese aDd American IT compani€s they
confidence n1 our orvn creatjliil and sccond- $'as in Spain? Or adnnsunshop dBrn as are efficient places io relocate to.
08 ER0ADLR PIRSPIOIVIS the siryapore isue

11. Not uDlilie peopie thernseh es. in the nrlernaLioral nedia is our lach ol ol policies. l he globil audieDce is quick to
political and nedia lreedom buL the serse dissonance and no amount of
counlries are ofteI] lonr bct'(:'crl
tougliest fact for critics to deal $'ith is the brandins exercises and public relatiorls
brancling thcrusch,rs accolcling parado ofhow tliose ver,r'hnits hale so campaisns caD colcr up ihc basic lack of
ir) who Llle'rerll rre. rvlro the flr brought pr2cti@l rcsults. $'c are bdldnrg follo$'through i. tcnns ofdonestic and
,ant to l)c ancl nho thcl thinli a reputation for environmental friendliness foreign policy. It was i lesson llrand
because 1re are wiliing to jmpose lerl America learnl the hard way as it sax.its
l)eopl-. anl lhenr Lo L)e.
untrjend' Dl€ctronic Road Pricins schernes nane plunn1et turther aniong Mtrslims in
singapore needs ro develop deseFed and Certifi.ates of Etrtitlenent for car the rrorld despite a slicldy prcduced pro-
ronfidence ald pdde ir her existing oMerslip- lve remair economically f iable Muslim media campaisn.
because we have bccn resistaDt to aD
srrengths, discern and play up ne$'
str€ngths that a.e emerging and stay idcalistic cradle to grave social tr'elfare CITY !'ITI{ A SIIALI, TOI'N MINI)/
far away from pretending she is nrodel. Our high level ofpublic security is We are qujle a rarit) and all tlis makes us
somebody else. It is key ihat ordinary based on the compromise of private al.eady 'sey" and trlly "cool" bv aDy
Singaporeans themselves - rotjust iibe ies. our multi-relisious, stable and account. This s rpasses the temporal and
the Aovernment or foreigrers - buy tolerant socieb is fo nded on ficrcc qnestidrablc "cool" quotieDt that wc bought
into rhis. The cittens ofa cornha arc not intoleraDcc of anyone rlho se.ks io instigatc thlough bxHof prancing, Fl racilg or senri
just the nosi natrral andbest ernbodnnents nn.le Frcn.h den.eN.In the end. these
ofa countdsbrand, Lheyare also theones short-term gimn cks will neither
i{tio day by da) ensu.e that the brand To manynew mi$a s, Singaporeans make nor break dre Singapole hmd.
rctually works as it promises. If hwe lived so long in this countrydrat
SiDgaporeaDs aDd the state arenotaligned
they calnot perceive clearly how Some ofthe most succcssful honc groMr
ir iheir ideals about what ihc Singaporc respectable it acrrally is. What has bmnds we have ar€ ihose that never saw
bnnd means, ih€n all marketins addpublic becone tcrtbook clichdroiocals is actually themselves as having less to ofier co pared
appreciated by the nany Chinese, lndians, to bigger n1t€rnatic,nal brands. BmLlds like
relations strategising will eventuaLly iail.
tturopears, Anericans and all who have ,{shley Isliam, H).flu, Crcative and Razer
Singaporeans must see rhat we have decided to nake singapore their hone. all took a uniqnely Sirgaporean look at
not only achieved world-class sonethirg in the Singapore brand has things and saw no rcason why a Singaporcan
srandardr in many aspecls, we havc touched them enoDgh to uploot thcrnseh€s- could not equal and even surpass
To Kofi Annan, we are one olthe !€ry tew international standards be it about in water
acrually set the slobal standard in
certain fields. At a time when water countrjes who managed to go fron thjrd desahlation, conputer ha.dwa.e or creating
world to first iD one remarkable geDeratioD.
scrrcity is r real challenge to the x.orld,
Singapore has Dearly We have the lowest infant nortality ratc nr
the $'orld. Our liicracy ratcs and ID ihc Dlay Hone.sict bylocal plaFrisht
achieved self-sufficiency in $'ater.
A 2006 UNDP Human Dselopmeni Repoit ferformance in Maths and Science are Alfian bin Sa'at, a character remarks thaL,
.rnons ihe highest intemationalb,. Povertv ''Singapore is a snall to$n lhat thinks it's
cited Singapore as one of the best if not
exisls in all countriesbut lre aremanlrging
thebest - at watersupply and $,aste-water
nunagenent in the world. Our success here the situatioD ofthe poor such that sluns
has not only been because of developrnent
are Dotr-cistcnt and home oi{Dcrshjp t{c caD bcg to differ-
of our oim cuttinS-edgc tcchDology, but
reDaiN at 9o.9% dcspitc cscalating costs
also because of good public policies. The
ofreal .state. We remain one ofthe fei! Tlre Lrolll)le iies irr loo ulnrr
siates in theworld nordjrectb involved in
lvorld recognised this at the 2()()6 Clobai Singaporlrilns f ot Ic iising thilt
any rrar or conlict an oasis ol political
Water Awards rher€ Singapore s Public
and econonic calm that is increasingly nre
she illrea(il is l cill lirill keeps
Utilities Board nas Damed WaterAgency
ofthe Year and bcal comtan]' H]'f]Dx took iD a conflicied $'orld. thirliing shc is a snriLll torm. Ancl
the pize of Water Conpany ofthc Year. 'hal a trenlei(la)0s ciL 01
Most imDortanrly, the SinsaDore rrligirral nrrlis slre colrld bc ()r{re
for a brand to brand still possesses that elusive lrail
Secondlr, in the long mn,
that once lost can never be earned sirc LcaIns ro -(hr.1 lhal stll
be success{ul, performance still (lr
back - htegity. Sirsapore's greatest {sset )r rh1 a,
outweighs imrge. Our derotjon to
is that it renaiDs an iDternatiorally tmsted
pragnatism, political neutrality,
name. It has oedibilill, buili up throush 43
nrcritocracy and discipline may be
questionable on nrany lev€ls (and worth ycars that whatever she says she is she js.
No pretense and noholdsban€d, even when
repeated critical examination) but it norks.
it comes 10 the most potentially ollensive
lhe biggest critique that is held against trs
09 8R0AD[RPIRSPIOIVIS ii?sirlgdp.rc6sue

12. ON 2ND THOUGHT
Rethink Singapore Arts
Will Singapore ever produce great art? Or are we doomed to be a cultural wasteland?
By Joselire Rau
/'x
rsx
riEi
flfl
HPfl
.sQ fnk*
HEr&l
SEr&l
ril I=
tt
lg1' tI
EI
[:
I] EPENDS ON 'IVHERE YOU LOOK/
"Singapore So there wiLl nelerbe agreat Singapore novel. There
willneeropi ddl:n8 orig:ndl.Lrars,e, JenLalpiF."
of liieratu.e that will finally mark and cement
English Sirgapore's place in the literaryxorkl. u'e will never
havc a Sinsaporean nol€l rp for the Booker Dor have
Singaporean texts promincnily displayed in
Literature international bookshops. Never saynever? Or are we
just facing the cold hard f:cts and doomed to reference
C2iherine Tim's aiftl" /rdrrt.s for ihe resr of.n.lives?
AE1]UT IHi WR iIR has no real Thoush Enslish has been Sinsapore's doninant
literary merit!" languase of eduction and public discourse for decades,
English Literature has not flourisbed the way one
might expect norgarnered as nuch unqualified local
or slobal respect as one wodd hope.
l0 BRolDlR PIRSPIOIVIS r/)€strodpore issle

13. RADTH]5:
! 11GAPORI IITIRATURT
l,Ia1'be the most salient lealut e of WORII] Tl]KKIN(] {]UI
ufi1, Singapore Litelatulc is not
punching above its u'eight in ihe
1p
i .161
0 literary alena is that $'e don t sccn
Lo sa] anything impoltant or
!3,',J" nl lglnill ( llotlllll. [1on lo dl lirerlture "iLl r r
flogs thc dcad horse ofsnigapore s inmigrant past or HWII HjiV[ETN 5
BOOK5
f0RflGN 80Dtt5
deals $ith the same tite sentinents ofdisillusionwith
lctua V
the Singapore expenencc ihat tends to neld into an
w0rth anorphous mass ol bomosencitJ. will webe able to
move past our ubiqLrilous HDB landscapc or our
reading,
oveuated aDd tircd nomentsofyrppie ennui? While
sonreiimesdidactic, post-colonidSingaporeLiterahn€
bad notable poets who ere able to epress themselves
and appropriate a colonia] lansuase in Dew aDd
startling rvays that expressed ihcir conccrDs about the lt[10 ]AY'S
nascent state of Singapore and her rcuic towards sln D,{t0t{t
nodenity,joinnis orisinality with social relevance at
the sametime. CoDtemporaD- litemture bJ contrast
Paladorically, the role that l')nglish seemsto have tumed ini{ard, ci.crlar aDdnNulated,
plays as the linguisLic tnediun of and we dorr't meaD h agood Romantic-poet-search-
foFthe-]'nrth sort of s'ay.
rvork and cornrnelce rnay lrave
strippcd arvay its abilitl'to be the Worsc still is how proponents and teacheN oflocal nwtN PA G5
t]TY Of RIIN
prit-lnrncnt nleollllT) oT cl cl|'t' literahrrc sometimcs pmctice a blind sort of reverse
Ji, rimindlionwr"r",.omp. r4a' -I.bn8,,r'lpi"Urts
ano l]itgtnlll c ('xpt'essron. r'l,i' local texts. To proinote local canon is ofcourse an
a
VI5ITTllI5:
trtilita.ian lunctjon coDlled with a high stakes inportatrt prrt ofliterary growth but to insist that
examination slsten $nere English Litcraturc is f ierred Sirgapore terts are goodjust because they extmss
as one of the most difficult subjecis tosuarantcegood some soft ofSinsaporeaD voiceor sensibililyadds lo
sr.drs aDd hence dropped as a subjecl, it is little the challense oftrliDsto raise literary standards and
wonder l.iteEturf is ir the doldmms or seen as the appreciation. Praise for such tcts tcnd to be focused P'oo{lhol Sinsoporeom do love
solepreserve ola srnall enclavc ofthe educated elite. only on measules ol a Singapore scene and rice (rcad: rheir lihrcl!re, Bookslduolly
SinslishJ. since when is a plethora of local places i1 o (oJy lllrlo indeFndenl
English Literature, in a pragmatic culture $'here itis rncntioDed any measrre ofultimate literary mcrit? lo(ol booknorelhol (0f't be
secn io be of litde economjc aalue, is mrcly appr.ciaicd Surcly it does not have to be a trajtorous notion or hed lor shei donr. Old xhool
as an acsthetic and creative erpression ir itself. some colonial hangovcr when we point out that local rypeu,rilsrs, (hormins relro
Iersion aises frorn the fact that Erglish Literature literature, even the approvcd sct texts for the local postords ond *ond hond
is onl)' seen as having purpose when goverDment exaniinations, is sometimes just not vcrr' good.
(omeror sil rlde by side wilh
urF' i-lr Jnr "4"cdlors .rry anur rl, ,r'ni rss ui vel retonmended literory
ofN.iinnrl Ldu.!lion and moral lalucs. and more Ai ihc end ofthe day, the rhole point of whcther
r€@Dtly, see! 6 a niears to build criLical and anal]'tical Singaporc Literature is goiDg to be truly distinctne
tbinking iD Sirgapore s youDg for success in loda!'s and make its ma* on the global scene iswhetherlhey
knos'leds€ ecoDon)'. Tliis ovefi subsuming of neet the sinndard ofwhat makes a good to great
LilFrdlurp n'o a:rhp- i _.rinr h.rld nB'--,urun'i"
agerda does no lavours for its long t€rm apueciation Singdpor@n boakstotc
rndraortei r.n (o e, ler l)
oosi-.9boosi$ (dr Uiis pxgd)
ll ER0ADIR PIRsPECTIVES the sitlsapore issue
l

14. Dare we say that real literar,ri merit should trump That bejng said, lhe success of Singapores literary
anrthing else? It s not a doom and gloom though. sccne needs Sood and involved readers as rvell.
Mornents of luciditt, genius and quiet i t€lligence cD We need to cultivate noi just qood writeN bui an
be lound in the poeDs of L€ Tzu Pheng, Arlhur Yap edLrcnted, noteljtist, readership. lheresho dbenorc
and tsoey Kin chens. And the some short stoics of inclusive and mcaninsfut discussions, not arbitrary
Cath€rine Lin, Simon Tay and Clairc Thdr have some starldn.ds, of { hat nakes good literatue. Terls shonld
lor€ly nomcnts ofrriting. Check out thc first halfo{ be choscD on quality not locality alonc. Tben maybe
Ta! Hwee Hlvee's l.breign Bodtes and one, two oncday. s€ wilL have a Shsafore literary canon that
t?nsnalional poems liom the third generation poets. rnany will voluntanlyadmit marked an excitins and
I-oca1 press houses' - in particular ntnos Books vibrdt wateNhcd in ijterarf historyi It
.upporr ol u' d l.'-t ,ev,, i. alo :nJl.rJ ,. ir
buildiDg up a tocal canon, as t.ro local oDline sites ol
"A Singapore film will
win at Cannes one day."
HoPEFULI.Y/ CoDsiderins Singapore s heaq bcing jn lhe r95os and 6os). Hard to watch or Dot,
handed anrl censor-happy attitude towa s film it spurred real aDd bogus talent to come out of thc
(watch RoystoD Tan's satirc oitocal censo.ship, Cld, woodwork ard starled a whole trend of independent
thatsome considerthebest thinghe has creatcd), ii and commercial filmmaking activity ir Singatore.
seens alnost inconceivable tliat we caD evcr cultivate Dric Kloo's M€€ Pofr Man followed aDd in 1997 his
a maturc and sophisticated filmmaknrs indusrry.Is other fcature, 12 ,gtoreys, debuted at Cannes to
it even possible for filmnakins to flourish in su..h a generau] positive reviews.
socially consen'atne country r$ere nlnis have been
banned or resularly c€nsored, much less ask if However, it was the rclease ofJack Neo s Mone! No
Singaporean films are capable of such clevaied tnougfi iD 1998 that sar! jnc.easiDg local acccptance
honorrs? Aftd all, such constraints in Sjngapore s of Sinsaporc made filns. The amalsamatjon of
socio-I]olitical climate are quite rcal. Singapore's heartland concerns with a deceptively light social
intolerance and overly cautious neatment of aDy commeniary' was a comnercial success. l'€w local
subiect flatter deened politically or relisiousl]' films natchedthe box office receiprs of Jac.k Neo's
sensitive may kill epcnrnental and creatjve thinki.g. films but the populariB' a.d isibility of such films
Eut such tensions and conflicts have brousht out the paved the way for more local awarencss that
best in creativc nnrds belbre - look atthc critically Snisapore filnN did not always have to be subordinate
ardanned fitns cominja out of haD and Afshanistan to Holhvood blockbusters or HoDs Kong and
ofallDlaces and Rotrton Tan did nanage to make Taii{anese filns. Regioml collaboraiions formed and
15 after all. So cm S sapor€ film then succeed too? mo-e cin8dpor. p'"duc"d ar nadp fiim' rourL t}c.
way to an overseas market (Forerer |euer being one
AU things considcnd, we ha€ definitely comc some of the fi6t to be inter.ationally distributed), turrher
wals ftom,l,'?diLn Rdre, Singaporc's fi$t tuil lengih spread s thc brand o{Singapore fih!.
Enslish featDre in r99r. The film received mixed
rMews and did terribly atthe box office. But what Bnt let's not get ahead ofonrsclvesi the filnmaldDg
was more important was how it nas the catalyst that industry is still iD its irfancy, making sone
sparked .L spate of filmmahing after decades of constructive if occasionally stuttering steps.
dormaDct' [sinsapore s golden ase of filmnakhg
l? BR0l0lR PtRSPlolvts ti?singdpor. iss!e

15. !vAT(HTllIS:
SINCAPORI I LMS
lrom ditrerent lcvcls. ID addltion, lhere are plentvof
o ift fiIn citi.ism siles and lorums which help or.n {ORIH CHIC( NG OUT
uf lubljc discourse and awr.eness. Thc Singaporc
IntcmaLionnl |iln festiyalis al$ oDe oft|e longesl
rnnirgand besl regard€d filn fcstirk nr Soulleist
Si ,.Jnrr. J r,.,l r, ' ... i ,1,r, u . , ..if r^ r. IRtt (H00't l2troREYs
soins pofnlatjons in lhe world, hrs eDablcd filn to
rc.ch orl lo a latgeraudieDceedharc social Fleianc€
at i|e sanre LiDie. Technologjcal advanccs Ieve also
made lilm ar1d norie naknrs .n rccessible go to
nednun for ShgaporcaDs i{ilh sonrethiDg to sa}.
t Ilt. )tI]gitl)Ult-
ne tnlllOt'tIJ r)T
alrdience may r,eer tol alds casy, tou 60H &w00Yt YtN 5
escapist falc but this group is also 5INGAPORt ORtA]l]NG
lnr)l e epc,se.t i to lIitIll]a lltatl
lltr'r rto.onrelinres'licn ( t, LliI
fbr'. It is e:rsicr to lelerage o1T such
5
SiDgaporc is not thc Cannes ol the l}st bv a loDg :rn increasinely fiJnr litcratc socieLl' R()YSTr)N TA CIIT
shot. ftoer:s xtiD and i1s equivalents still rbound. alcl eler,:rtc the discoulse of u,hat
i)ornestic fiuc is sLill plaguecl bv a lltilKec lr qo()(I T lf) rit Ditat. 5r,l p,
lilr I' Ul sUl'ljllr(,'. Irlrl C|'|l)1.. .nvironIr)ent caD only encouragc nroRr |otential
lilnnak€rs. filn citics and thc like lo lake the less
copl,caL plots and clubious tutelled paih. Dcsfite Singapo.e s reput{tion for
ffiLVIII TOIIG5 IATING AIR
starclrrcis of acling. Aird even' tilne arbitraN and rampanl censo.ship, there arc still
eDongh fitrns, s|orl lllnN and docuneDt{dcs of citical
il 't l){rn-tr o.' (la)()c ltIl l)itii
and.rcative ne'i( beiDg nude.
mustcl in Lhe bo:r office. cr.nical V SIT]H S:
attitudes and l-told vorL sos tencl Ol all the arts nediuns in silgapore, nlm mar liave
ilLe hisliest chancc ofnrahing a spl.tsli iD the rturld
Lo ntal,e the louncls. these'eralcons.nsus
scene. of {e lvill alwrvs havc ch.af.
cotrrse.
9nemasG
is that i{c still need higher and mor. consistent
. .,r d.r .1. , ' "rir: ,; i..ir! . ,. ..r tr ',, , g ul'' n' r' r 1 rl_r,lu. FI I F,..lri,,q. r'd r t",.
arclit. t|ai. BLit {e:rlso have Tan Pin Pin. Ekac|ai
Produclio. !alues could be tightcr.nd an all
U.kronglha.r, Brian GothoDg Tan, Colin coh, Ilaniel
enconrpassing local filnnnakiDg nrf.nstrucirre is yet
Yun, and soon. Scrcenirg SiDgal)orelllms at Cannes
10 be full) est{blish.d.
is alreadr ! realit!, so is s|o$ing ard placing rt
countlcss inicrDalional filin listivals. lf Dot this SlNIMi,on indcpmded ml
Thcrc arc lrsi€ lrc.ds lorthe ftrturc. Tlic SingaDore
Seneration, tlren maybe when the rforcmcDtion.d
govonmenl s push to make Singaporc a vibrant
nanes |a€ becolr€ lhe ekler st{tesmen offilm. son,e
slobal city of Lhe uts has opcncd up funds ard independert youDs p nk rlill nakc a filnr that ilill
, , o I br b.r.ll.nr flrn n l"r . c 'r, F. ,a hir.;
filn as atrulyunique cul!ulal good
cerient SnrgtLpore
lecliDicd and pmductioD skills are increasnUb otrered
torthe whole wo dto consume.
in schools and irlaccs s.apped up just as qrickl].
Expcrjncnt.tion !ith filDinaking is alrcadt
lIatch t|is space, a Singapore braDd to bc froud of
.ncouaged i{i1h the S(hools fideo A$'ads in ils 9lh
is enreryinij fion the wings.It
y..r ofcompetjlion rnd iDvolvins orm roo scbools
l3 SR0lDlR PERIPffiIVtS I l( 5irudro r. 6sxc

16. ESSAY MAI(EOVER
Getting Out of
the AQ Maze
why stude[ts fluctuate so much in their AQ grades.
By Tong Yee
Ithough the application question is not an essay
per se, we have however been receiving emails and
requests from both teachers as well as students to
skills article for the Application Question.
^,-rite a
Probably the bane of thousands of 'A' level students across
Singapore, the emails we have been receiving generally expressed
distress that peoplejust did not seem to be improving in their AQ
scores. Despite trying all ways and means to do better, students
AEl]UTTHIVRITIR
explained that they had yet to truly grasp the flindamentals of how
to tackle this exercise. One email summed up the general
doubt.rer Lhat exasperation by saying
pottnet oJ an.l tlachet
14 0R0AD[R PtRSPtfiVtS lle singdporc i!su.

17. We can o derstand thc frustratior. ln the earlyvcars afier irs inceptioD, mostreachers
stntggled withthe Dccl1aintt olhontheyshould go about teacliing aDd assessinq theAO.
To put things iD contet, students should know thar prior to theAe question, fo. DuDy
years $,c as teachers ilere used to hchins stLrd€nts niaster the skiil of banal sentencc
makins. Thanldully that eram cornponent was deemcd increasingly irrelevant for rhe
dcmands oftodity's far morc conrplicated wor-ld aDd Es suitably replaced with the AQ.
Thankfully,6 ),ears into thc development ofthjs questionb?e. some very clear trcnds hale
eneBed that ive caD follo$'.
slill, theAQ is meant to assess a st ent's abiliryto.ead anl given ter't aDd deterniine the
value ofthe opinion eapressed. ciearb this is an inlahrableskill for an,vmodern cjtizeD of
the world reho is inundated nith infoNation e'eryday. Ourpcdagogical trnining slionld
sho$'studcDts holr to breakdo$D the ilibrmation they recci€, be jt frc,rD a newspapcr,
blos or cven academic jouDal. They should theD be ablc to evaluate the streDstb ofthe
ofinionsthet had but nostimpo{antly be able to asccrain rhe vahe ofrhesc opilions in
apDlication to their orm ln'es.
'lhjs helps us to unders(and why it is called the application question in Lhe first placc.
Students need t.r first rccogDise lhat
And thar.onte*.nd
audieDce js rareb,ours. What we arc rcqun ed Lo do is to appli that infbrmation to our livcs
or neasurc the lalidlt), c,f an arg1lncnt or opinion agaiDst our orm rcaliry. i ake for iDstance
a passagc argLring that the demand for indnidual frcedom has gone overboard aDd that lve
sliould relinquish.ru fteedonrs in hvou. ofstate conrrol. A Singaporean strdent $,ho
apflies lhis tohis owr conte{ may find tlie otinion fan iliar but nay nor nccessarily agree,
especinlly corsidering the strongpeNoDal distaste he mightliave forpatemalism. He niav
then read ftrther and notice that the author takes his DotioD of state control to an enreme.
pictrring almost a Lotalitarian statc. This would certainly noi go down lrell with a}tung
Singaporcan who is erperiencnrg increasirg, not dccrcasinit, liberties as a cirizen.
Diffcrins questiol t]"es mayhale ernerged over thc years frotn ditrereDtjunior colleges
that seek to stretch thcir studen ts and nat rallydernand mo.e thaDnharis requi.ed. But
lIe arc soing lo therefore ernphasise the l(eyskills nccessart to do $,ell for thc Ae in ihe
'A lerels, discussnig simple steps to masterthatlrake it possibleforeach student tow.ite
a sitong evaluatioD leit|in an average tinc liame of 25 minutes.
l5 BR0ADIR PfRSPtOlVll lh.sirgr?ore issrc

18. $SAY MAIiFOiEA
I
)
So,ne i mV,orl6vl I /1; rys
lcr n<rle /.{oru a;e Slarl ...
The essal (AQl in pa]tr 2 is diffe.ert from the cssay iD paper 1 Please rerncmbcr
that the AQ is very mLrch assessed upon the strength of)our evaluaLion oft|c
.uthor's arguDlents. no( the strcDgtli ofy.ru. pe.sonal argrunent. The Canbddge
e{arnincrs rcport lns expliciLly statcd this 3 }€ars running. rcspoDdiDg to a cornnol)
mistaken pmctice ofwritiDg the AQ ans$cr like a free respons€ arsunent, similar
io that iourd in drc cssar- paper. The AQ will therefore never ask you to
inrroduce new contenr to rest your LrowledAe. It will however require
you to uderstand the althor's argument enough to test your evaluation
ofwhat he is saying.
A less known facr among students is that the Short Quesrion and
Summary sections often lead you into answering the AQ. This has been
nertioned by Cambridsc sclelil tinies, with lvamiDss that the AQ should nevcr be
iackledfirst snnpl) becausc the short q(estions and summan'r.e olten designcd
to hclp r-'ou find the key argurncnts ofthe author. The short questiotis (primadlr-'
those that ask'hy") and the sunimary would have aheadyrnade you highlight the
kel a4umcnts of the pssage. A thnrking shdent would th en usc those argunents
asthe ke!, poilts io clahate ir the AQ.
i Students should aroid using the author's exanrples or inconsequentjal sent€nccs
tbr points of evaluation. If$c arc to shorv comprchension of the passage by elaluatnrg
lhe kcy arguments ofthe passagc, not aDy sertence can be dragged outforevalualion.
l-argelyvou will need to refer to topic sentences of each pdaaraph,look
out for where rhe author may switch arguments within a paragraph, i
and at times, even islore paragraphs/sentences where the alrhor is I
hishlighting altematiwe opinions,
1. Whatever skills you choose to apply in the exams, rhe end result has to
be succcsstuIy achieved in 20-25 minutes. the challengc that maDy tutors
as weil as studcDts face is to litd shaicgics that are indeed Dseflil in exantuttion
conditions. Xlulii stcp evalLrations ,nal bc thorongh but ilyou arc not able to
gcnerate eDough palagraphsto address all requirements of the question wirhin the
timc linit then you will certainly need to lnd nrorc tirre efficient rviys Lo do so
l6 ER0ADtR PtRSPtO VES .ie sir9.?ore issr/c

19. ;
/1 v'ta/ reve/a(t on -t
Peftaps the most startling re€latioD that wc can gain from the past 5 r eds ofcomprchcnsion
papers is tha( Lhe passages are actuallv desigDed to invite evaluatioD as we can often
ffnd deliberate instances of controversy within the arauments presented,
Students .ho are awarc ofthis and therelbre acttrally looking out for conbovercr- will be
pieasedto find that th€y are far more appa.ent in the A lclel pape.s than oorlocal school
papers. Citing instances from tlie past few years for erample, we can
almost ahra! s find points veeing to Dear crtrernes or at iimes eyen foolishness-
We find littlene.jt for the points raiscd in the linal lew paragraplis of the 2(106 paper for
instance. Coblel"s 6Dal views $'er€ far loo idealistic or remiDisccnt offailed ideologies."
In the 2(r()5 paper oD aggression, 1ve were invited to asscss ho$' convincing $e fouDd
Woolgar's rcasons for reduced aggressioD; paragmphs that irere already poiDted out to be
.contror€rsial - in
the sh.rrt questions, tofped olT with an overly simplistic suggestion that
violence and contlict could be alleviatcd/elininated via spo.ts. soo4 had the camb dse
eaminers connnentins on howfcwcaDdidales could find'nedt in Park's lifc ofrestricted
choice and less paniflrl resfonsibilitv , exposing the passase as a weak j ustification fo.
takirg less peNonal rc onsibilily. 2oo3 gave s t$'o passagcs on anirnal rights, an issue
that a modcrn, animaltesting, food-loviDg, aDimal sacdficing. conservatjve Asian societl
likc ours would lind cedaiDly contentious.
These kinds of controweEial points are however urfortuately lackins in our
local sefting of papers. One ofthe greatest limirations we face as teache$ is
in linding suitable passages that align themselves wcu wirh .A, level
requirements. Scarching newspapers, cunert atrairsjounals and lhe Internet lias beeD
the modus operandi fo. the lonsest time, but has also resulted in us using professionai,
well lvdtten ard often balanced articlcs for comprehension. This xrrld do $'cll for our
settinit ofSho.t QuestioDs and Summar:v, but is howeve.linited in crcating the sane
deliberate cont.oveNy found in our'A lelel conprehensions passascs dueto the article s
balanced views. Short of $riting the passages ouselves, it bccornes theretbre diiicult to
simtrlate passagcs that aliow lo. greater accessibility in inviting student eyaluation.
Resardlcss, we should all still bear tlis jn mind. Findins enoLrgh cont.oversy iD the atrthor's
arguments is not as challetrgiDg as $'c rnake it ouL to be, and is a revelatioD that conld
prove vitaL in doins better for the AQ.
l/ BR0ADIR PtRSPtfllV[S rltc strgororc rssuc

20. TSSAY MAKTOVTR
Secti<'n A7 s.clion lr.a(Joru,
Hon $'c attetnpted the 2oo7 -{' level AQ questioD on Tlrc C endt Retolutiatl
TIP 1/The points $c intended to 'l llli |IR.ST 5 XIINli l t:S: PRTLIMINAR! PRIjPAR-^.TION
evaluate were actualb; alrea(v chosen
while attcmpting the SQ and Wc stalred b"" planniDs our AQ so as Lo nLake surc rc addressed all lhe requircmcnrs l]1
Sumrnary sections. Be reminded that the qoeslioD. h this casc, ihere $as onlvoDe rcquncDreDt ro address: Nhcthcr N. gene.ally
they can lead into an accurate AQ agreed or disagrecd nit| the views (arg ments) raised. lhe secoDd 'rcqtrn..nrenr" {as
actuallyjust a reDrilder that rre should usc eiamples lron our socictv/expedeDce to
elahate/Nlxtantiate ourownpoints ofvicl. JLtsL p.oceeding with thc AQ as p€r nonnal
TIP 2/wriiins an nriroduction or wonld havc alrcadt add.essed this sccond cornporeDt.
conclusion is not a necessary
requircment, but if writing thesc This is probably thc most stlaighLlbsva ofall thc AQ variarions we harc sccn so la..
paragraphs does indeed nnprove
tJsuallt ive $'ould snnfly ide.Lil.' the nost conifocrsial olhis poirlts (casicst ro eraluate)
your coherence then by all neans do
buL thjs tinie wc wcnt h'ilh theparag.aphs that lvere rnost alrplicibl.io Sing.pore. $hile
so. Just understand that an doins this $'c kcpt in nririd hoi{ our ctroscn points should trltimatctv have sorne ljtnt to
introduction or conclusion is nore frciljtatc a nrore cohereDt responsc. This lvas dot necessarl bnt w. tlied lo do so anlvar.
for the sake ofcoherence but is not
Decessarily evaluation. Too mucb W. c|ose parag.aplr 3,7 and 6 ior evaliktior as thcsc argxrn erLs ro us. provcd Drosr eas)
time should not be spent on doing io natch agailsto rBlical Snrgaporea! paradigm.
4rdr6iri lltrk.t/.?IIOTOCRhrxr/rcxdnord,rh.bar ntCoftrnoos
l8 BR0ADtR PtRSPtOlVtS t/rrst'aoto,? iss!.

21. THF. NExl'? MINUTES: OURIiIRSI POINT OF EVAI-UAI lON
SUCGESTED PARAGR-A.PHI I oould rtnd it hard to totalL! ostee uith TIP 3/ We pnrnarily identified ihe
cftan's ueus on rhe gender re:lolution. I do tlot <Ioubt that it L tdeed llapPening key arsument of paragraph 3 by
but the li|e alteing efects that le is suggesh_ng d?t n ot urll rcleuant ta the attempting SQ 6 md the summary.
econonic histatr of Sitlqaporc - In parug rcph 3, Chan outlites i/re lel/ reosons we started by directly addressing
the questipn with a dear stsnd tal€n
LNh! the sender rcnolution is lnppenins . He explait:s tlnt gendet
'.adinanal against the author as it did not apply
roles tlrdt fioue exisred shce "time innenorial' wete underntnteLl ba
tt'chnological and manogeme t chonges that altere.l orr uorfting enu;?nments to Sinsapore. We briefly summdised
in.lauour aJ Jenldles entei itlg the aorkJorce. Altl1o11s h I sy tt?atllise uitll llou his argument to establish a point of
this maA haue inlpacted otne nr.h older Ddrions, s'ingapore lrcweuer heson discussion (helped by sQ6) and tben
its in.lepen.lerrc. atld cotlsequent turrulluous clinb io econo,ni. succes.s rudy pronptly evaluated why his line of
arsument did not apply to Singapore.
d.jier the ht.lusttial ReuotunoL In fact, o r ecanotnic hnitoirons conr'€r.sely
We asreed that the gender revolution
lbrccd us to encolnalge uotnen to enter the uarl.farce, not because the! noo
c.'uld, but rathet becallse lhey had ta. The techtlologi.al dn.] lnalloseriaL was indeed real but it did not
changet ua duide in fact alLo1Lled botl1 otLr lnen en l aorrcn to nlore etrsilu disadvantase singapore in the way
entet the globol uorkforce, nanukctu itlo, R&D andrtrurte sec.or'.s, help;rg
us 6ron.1 ouiselres as peot,le ulb uerc ellectiue uorkers. The <Jetldet reuohtnon
ma]/ hdDe braug h1 blnnftuols change ta tlp uorld bri I feel tl&t the chanqes
otlined in par(rgraph 3 brcught instead great adrantages to SingaPorc .tnd
uds defnilel! noi as tot(lslroP/rtc"a.s /t suggerts.
'lHB NRXT ? MINUIDS: OUR SECOND POINI OF EVALUATION
TIP 4/ we worked from sQ 8 that
SUC,{}ESTED PAIL{GRAPH / Infact, Sing.iparc recasn6es tfidt it Is necessd|v iniroduced the idea that education
bolt genderc cotltinue Io u.lotk and connibute ta n r talent paol to keep s was a viial tool iD debating rvith ihe
etunonticall! @tnpetitire as a cauntrA. Chan stggesb itt paragrapll T that effects of the sender revolution.
"sendet educdtion tleetls to supplement tnete ser educdtio' 'ns neFeb tne Starting with a link from to ihe
uorld is nol doinq etlaugll to mot!rc av npidla clnngnu natians ol oetlder' previorls paragraph to impro1,e
Sinsapot! (laes not ueetfat ftan1 his conchlsion. InJdct, ue toke this dewlapment coherence, we then proceeded to
rcru seriauslu . We haoe itldeed prcgressiDellt us.d education to highLiqht the again sumrnarise Chan's key
Dercatilil]l aJ ouru1i(Ue gendets, plalins q the aduattq e that eoch ge der argument h pamgraph 7 and then
ndr in s,:rectf. indlsh ies and encauraged eacl1gel(Ler ta learn to "iaditional simitarly evaluated it in the lisht of
skills'o/ dle otn€r on { ttenpt lo brcak gender stereotvPes As sitgoPorel Singaporet prosressive tertiary as
econalnA .antinues to tn.ll.lte, )e harlefautld uonlell DitaL itt speattuaditls well as vocational education system.
olr seruice tldu.shies, rie craotire orrs se.tor dnd the groLoth af saciaL ]lis time e did not wholy disagree
enterprises, beilt',ftins Jrctn hou their cureers bfib the ecanolnu , and lindnn with what he said as we fornd some
uat/.s.o suppofi tftern in rheir roles ds uiues on.l notherc. ALsa to encoufage validity in his argumeni. we
out prc Janil! policies, ue buiLd up tlle male's role n1 co tt'ibunns tu hirfoniL!, therefore explored botl sides ofthe
belieuinq that the ftaditiotlal pah iarch..l rcle oJ nlen only seeks ro hrtr uoTnen argument in orr rcsponse.
of.fron u1ntins to stott olirTnily, ir/r shll prcserDins the lroditianal Dalue
t1€
ofplacnlg the nnlc ashead afthe hausehold. Chdn snssesis tfi.rt the nin.lset
of our srondp1rents' is pftninre and haftllt releNalt far our moder uo d
yet, ul1ile acknauLedg ing that an odrance h g.rlder ed!.d hon is necessd I r/,
&re olso /mfe io rndersi{,r d tidt betlg Asr'on, ue shll need to Jind cotnPranlise
iritir trdditiondl rdh€s rfi .rt ae ca not and sho1kl tror so easil! discdrd
l9 Ei0ADtR PtRlPt(TlVt5 i/t! ii,r!dpul.6src

22. [5SAY MAl(I(]VER
THI] L,ST 6 NIINUTES:
OUR FINAI, POI]fT OI' tr,'AIUA I'ION ANI) CONCI,USIYE COM XII'NTS
SUGGES'IED PARAGRAPH/ 1he pont is thereforc not.for Ls to ttttica u shift doau
f,.am the
nles plaue.l fot oDer o tnillian aears",l)uL rether ta litlrt e hatan.a, behoecn benerttinq
lrom
the
adDontuse of lnritls lDotnen in the uo*li'.ce as L
fan.tu .ncourcsnn men to haue sreater
as
intaluenlent in theirfanriliol drries, urtite sri not ercdn1q th.. essentiats af our cuttttat dnd
rrodiftbndl roois. Cfron d/ready adtnitt in parcGroph 6 th..t m(o1!t pa."idrchat std tes slil rc?noirr
so prtnd.rtu ,ecause t/res ttlsulate themsellles l;.tn the
fo.e of L.lnnae,. Sinsaporc benllt rank..d
the nlnst globalise.l countru in the uarld fot ttk tt1i..l trcar nolning sitlplu ca nat dfJin.l ta
lnsulole " ous?lues i,? fi? s ane uelt. pr.)babtu to the rctief oJ Chan , u)e hdrc been tiuitlo th. rcQtit!
ol the gendet rcuatunon strce otr Dlcep|ion as a natian and lnL. [o1o1.t etfectiu. udls ro hdrness
t|1e stretlgths ol botl1 gen.].rs. It is iue, uie do
foce probten, uith o loa birth rate and isinu
dixorce rates, but these ptotleins cdnnoi 6e str?i r5hi r ty . 9 tn it1eL1 uuau I,u trtrrceiint t 1te tc Dc;t
ba|:k to, at obdu I onl 1r.e hr'nan histotu" uh.n lhijllts tt.tt .joins
lnrc. {e can apprcd(te Ctn ,
goo.l ilt.ntions it exprers;rq irs uieus tut .9in9aporc though prooressi)e h its openness ro
underctanding culturuL chdrqc r.q also Dor caretess i n discet.tiw het identinJ.
In Sammary
RemeDrber that it is importaDt to 1i d logicat tinlts ber€er the poinrs you choose you erahale.
Noticc how $'e oDce agaiD cxtended thc cohereDce of ou. own .vatuatioD br-' starting our final
pamgraph $'ith a link to thc frevjotrs ideas discusscd. Atrer exptaining the gisr ofhis aryunrerL
an.t
ourllnal evaluaiion efound itjmpoftanr tos nnnariseo rcntire respons. ro rhe q cstioninoDc
iinalsentence at the end. You sholrld also noticc how ile kcpr tryjng to qDole trom the passageto
dlawetrcctileln*s in ou I respoDs€ to rvhat was discussed iI ttrepassagc. Up ro 6 of th ese .eferences
"ESSAY MAKI.',O''ER"
Hopeful'tliis brealdoro ofskills aDd cxplanarioD ofthe liev rationale beliinil theAe qucsiion wiu
shed iight oD t|e nhny qucstio s yon have been askilg us about rheAe. ID cssence,,€ tDt),believc
I that the AQ is a deepll meaningful skill ro mastcr as it ilt bc of use to you probablyforthe rest of
yourlife. Till nexttimc, stayirthclighr and trappi. writins.
20 SRoADtR PTRSPIOIVlS ti?str9./pore 6sre