The effectiveness of government communication with undergraduates in Singapore

Abstract

This study examines the effectiveness of government communication with undergraduates in Singapore. Through a thorough literature review, research gaps were identified and a theoretical framework was established. Although undergraduates are a vital group of voters, little research has been done to evaluate the effectiveness of government communication with this target group. Secondary research was performed to understand the status quo.

Budget 2018 was used as a representative of government communication throughout the paper.

Focus group interviews were conducted to gain insight on the perceptions of the undergraduate population towards government communication. This in turn allowed the study to assess whether current communication methods and messages have been effective.

The research confirms that the Singapore Government is currently ineffective in reaching out to the undergraduates in Singapore. Further tweaking is necessary for the Government to truly engage with Singapore's undergraduates.