Volume 17, Issue 1
  • ISSN 1569-2159
  • E-ISSN: 1569-9862
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National campaigns are an extension of governance that aim to subliminally (re)align a society to a country’s nation-building objectives or ideals. They are carefully curated government projects that are heavily invested in the dissemination and reinforcement of nation-building ideologies. This paper has focused its research on the National Courtesy Campaign, which was launched at a time when the ‘Asian values’ discourse dominated much of Singapore’s statal narratives. Although not overtly marketed as part of the ‘Asianizing’ Singapore movement, posters of the National Courtesy Campaign were found to be sites in which ideologies that informed the ‘Asianizing’ Singapore movement were reproduced. This paper explores the micro-communication strategies employed for the dissemination of these nation-building ideologies.


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