WKWSCI
FINAL YEAR PROJECTS 2014 PROJECT CATALOGUE
Foreword The Final Year Project (FYP) has evolved over the Wee Kim Wee School’s history into a legendary experience. The projects don’t just sit on the library shelf. Students produce campaigns that reach audiences of thousands. They produce videos that are screened at international festivals and win awards. They write articles that are published locally or overseas. They do original research that is presented at international conferences and published in peer-reviewed academic journals. In the process, students push themselves – not to mention their sleep schedules – to surpass their previous limits. Many alumni remember FYP among the defining experiences of their years at the school. To the Class of 2014, who I’ve had the pleasure to work with since their first year, well done. Congratulations on doing us proud with the projects in this collection. To the Class of 2015, who will be viewing their seniors’ projects as they refine their own plans, we will work with you to bring out your best, and we know you will learn from these examples of your seniors’ work.
Mark Cenite, JD, PhD
Associate Chair (Undergraduate Studies) Wee Kim Wee School of Communication & Information
Introduction Welcome to this collection of 51 final-year-projects (FYPs) created by the Class of 2014 from the Wee Kim Wee School of Communication and Information (WKWSCI). Many of the topics explored have hit close to home, with issues that Singaporeans can readily identify with. As such, the FYPs have been curated into eight broad themes. Yet again, another WKWSCI cohort has shown themselves to be a group of civic-minded and socially-engaged graduates. Beyond WKWSCI, all of us are media consumers. Increasingly, we are interacting and socialising through devices and applications on computers, smartphones, and in future, through the Internet of Things. In this all-pervasive, mediated environment, it is highly important for us to be media literate so that we can be discerning consumers. How much do you know about media literacy? Keep this question in mind, as you check out this exhibition, and even after, as you go about your daily life. Have fun!
Law Loo Shien
Communication Librarian NTU Libraries
Content Business 01 & Marketing
Children 04 & Childhood
AD.VO.CA.SE Campaign
Beyond School Hours: Student Care in Singapore
Corporate Image: Role of CSR as a Communication Motivator
Improving Pre-roll Advertisements Through the Use of Congruence
Children’s Food Advertising in Singapore: Executional Tactics, Child Consumption Habits and Parental Mediation
Makers of Singapore: Celebrating Local Craftsmanship
The Happiness Revolution: The Best Gift for Your Child
Little Captains at Play: A Campaign for Unstructured Play Towards a More Balanced Childhood Among Preschoolers in Singapore
Parents in the Classroom: Schools Must Now Cope with Mums & Dads Who Make Their Presence Felt
Project Tooth Keeper: A Children’s Oral Health Campaign
Role of Feedback and Motivational Climate in Promoting Exercise Among Children
Screensavers: For Healthier Digital Kids
Charity 03 & Humanitarian Work
The Big Dollar Rescue: A Campaign for Save the Children to Show that We Don’t Have to Give a Lot to Give a Lot
Fishing for Men: Trafficking and Slavery on the High Seas
Give Blood a Chance: A Blood Donation Campaign for First-Time Donors
Family 07 & Relationships
... and Family - A Scriptwriting Project
Project ENGAGE: Campaign to Promote Social Engagement in Active Ageing
The Real Reunion: An Integrated Campaign to Strengthen Family Bonds Through Meals
Shame
Content People with Special Needs
The Deaf Divide
A Disordered Perspective
09
Singapore Heritage & Culture
Avenue 1960s: Stories of Live, Laugh and Love in Singapore
Duyên Nợ / Destiny
For the Love of Books! Campaign
I and 他 (I and Him)
My Kind of Town
Javier
Please Come Again
从“心”认识特殊教育 (Special Education: Matters of the Heart)
太阳雨 - Sunny Rain
Personal Development & Motivation
14
Playtime: The Games We Used to Play Campaign
11
The Ride Etiquette
Ugly Singaporeans
Ben
Fit to Win Singapore 2014
(Im)perfect
Social Media & New Technologies
The Next Stop Campaign
旁观者 (The Observer)
Suicide Kakis
Tweak It SG - A Campaign to Promote Personal Work-Life Effectiveness
Violet
17
Aug: A Cyberpunk Audio-Drama
Effects of Personalisation and Interactivity on the Perception of Politicians on Instagram
Effects of Spiral of Silence and Message Civility on Modes of Opinion Expression on Facebook
Let’s Not Forget About E-Waste
Mortality Economy: An Original One-Hour Television Serial Pilot
Navigating Through the Bulls and Bears on the Web: Balancing Information Literacy Skills and Self-Efficacy
Not a Keyboard Warrior Campaign
Project Turn One: Realising an Online Multimedia News Portal for TableTop Gaming in Singapore
Put it on Friend Mode Campaign
Regulating Social Media Advertising
Business & Marketing
AD.VO.CA.SE Campaign Authors: April Tan Wan Xin, Brenda Xie Hui Qi, Christabel Reena David & Jillian Goh Zi Ying Supervisors: Ms Melina Chua & Ms Amanda Goh
Targeted at youths aged 18-25 years old, this campaign aims to educate youths on social enterprises and to challenge their existing misconceptions about the industry. The campaign strategy mainly revolved around creating memorable interactions and conversations with the target audience. Through highlighting inspiring stories via a website, an interactive exhibition as well as an intensive 12-hour social enterprise challenge, the campaign strived to enhance the profile and credibility of social enterprises and in the process, spur youths to rethink their notions of “social enterprises”. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59732 http://advocase.sg https://www.facebook.com/advocasesg
Campaign
Corporate Image: Role of CSR as a Communication Motivator Authors: Ng Shu Min Chrystal, Ong Ying Kai, Shannon Rose Chau Wing Ching & Yeow Poh Sim Kristle Supervisors: Assoc Prof Augustine Pang & Assoc Prof May O. Lwin
The key objective of this study was to investigate how CSR (Corporate Social Responsibility) can be used as a driver in enhancing organisational corporate image from the corporate communication practitioners’ perspective. A content analysis of 150 corporate websites of local and foreign organisations in Singapore was first conducted to examine CSR communication of local and foreign organisations online. A second study involved in-depth interviews with 24 corporate communications practitioners in Singapore to examine the motivations behind their CSR engagement. Findings showed that both local and foreign organisations identified identical primary CSR themes, as well as similar motivations for CSR engagement. It was also revealed that organisations in Singapore utilise CSR as a means to enhance corporate image via four ways: engaging in two-way conversations with stakeholders, adopting an inside-out communication approach with employees, recognising the relevance of other CSR communication channels, and communicating CSR with authenticity. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59579 Image Credit: “Yishun Singapore” by 350.org (www.flickr.com)
Applied Research
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Business & Marketing
Business & Marketing Improving Pre-roll Advertisements Through the Use of Congruence Authors: Debbie Lee Meiyi, Lai Mun Seng Aloysius, Ling Zhi Lei Debby & Yeo Xinzi Supervisor: Assoc Prof Jung Younbo
Over the last decade, the field of advertising has expanded rapidly to include new formats such as online videos. The purpose of this study was to investigate the effects of ad congruence on attitudes towards the ad and the brand in the new context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll advertisements were paired with short videos. The results (n = 80) showed significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also showed significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results indicated that perceived irritation was a significant mediator for the effect of ad-context congruence on attitudes towards the ad and the brand. Perceived manipulative intent was also found to be a significant mediator for the effect of ad-profile congruence on attitudes towards the ad and the brand. Theoretical implications with respect to different psychological mechanisms underlying ad-content and ad-profile congruence, as well as practical implications for advertisers to maximise the effectiveness of pre-roll advertisements are discussed. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59608 Image Credit: “idea_m” by nic519 (www.flickr.com)
Applied Research
Makers of Singapore: Celebrating Local Craftsmanship Authors: Foo Hui Juang Sophial, Loh Jun Wei, Wong Jing Ying & Tai Zhi Han Supervisors: Ms Melina Chua & Ms Julia Wei
Inspired by the Makers’ Movement overseas, the project team looked into the local crafting scene. Despite a growing interest in independent labels, local independent brands are still not receiving due recognition. With this realisation, the team embarked on a journey to investigate the reasons behind the lack of support, and they eventually decided to bridge the gap with a communication campaign, titled Makers of Singapore. Using storytelling as strategy, this campaign aimed to raise awareness of local independent craft businesses, generate appreciation for locally made products, as well as rally support from Singaporeans aged 21 to 30. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59842 • http://www.makersofsingapore.com
Campaign
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Business & Marketing
Charity & Humanitarian Work The Big Dollar Rescue: A Campaign for Save the Children to Show that We Don’t Have to Give a Lot to Give a Lot Authors: Chin Yan Zhang Michael, Gong Hsien-Ying Rachel, Li Zhengliang & Samantha Ann Branson Supervisor: Mr Tim Clark
According to a study, volunteering in university is positively correlated with volunteering 9 years after graduation. Carrying out charitable campaigns within college campuses can increase giving when students graduate and become working adults with greater disposable incomes. Based on such studies, and the strength of the Singapore dollar, the Big Dollar Rescue campaign targeted university and polytechnic students aged 17 to 26, to show how much Singaporeans can do to help suffering children in emergency situations like Typhoon Haiyan and the Syrian Civil War. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59854 http://www.bigdollarrescue.com https://www.facebook.com/bigdollarrescue
Campaign
Fishing for Men: Trafficking and Slavery on the High Seas Authors: Danson Cheong Jingfu, Theodora Theresa D’cruz & Annabelle Liang Yanting Supervisor: Ms Hedwig Alfred
This is what modern day slavery looks like - men from impoverished Southeast Asian countries are promised lucrative jobs on the high seas, but they end up working on deep-sea fishing vessels. Human rights abuses are rife on these boats which catch high-value artisanal fish such as bluefin tuna and swordfish - some of which end up on Singapore’s dinner plates. These long-haul boats can remain at sea for three years, and the men are often subject to long working hours, physical abuse, and a lack of proper medical attention and nutrition. These men, from countries such as Cambodia, the Philippines, Indonesia and Vietnam, are trafficked onto boats that berth in Singapore and other ports overseas, and Singapore agencies are involved in their deployment. Combatting this cross-border problem in Singapore is difficult because trafficking is not outlawed in the country. • Report available in DR-NTU (Restricted Access) • Feature available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59855
Feature Writing
Give Blood A Chance: A Blood Donation Campaign for First-Time Donors Authors: J Jeyaseelan, Muhammad Amin Bin Ruslan & Yeo Jialin Jolene Supervisor: Ms Melina Chua
One of the key challenges faced by the Singapore Red Cross is the public perception that there is a sufficient level of blood for the country. As a result, the public feels that there is no pressing need for blood donors to step up. While there is substantial research on the different motivations that could push potential donors to donate blood, very few are in the context of Singapore or from the perspective of youth. Give Blood A Chance is the first-ever student-led campaign that aims to get youth to donate blood for the first time. One of the highlights of this campaign was the use of music to alleviate fear in donors. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/60026 Image Credit: “IMG_4410.JPG” by jeremyfoo (www.flickr.com)
Campaign
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Charity & Humanitarian Work
Children & Childhood Beyond School Hours: Student Care in Singapore Authors: Chia Shu Fen Isabel, Sara Yap Soon Yen & Yang Yujian Calvin Supervisor: Asst Prof Debbie Goh Pei Chin
Beyond School Hours is a feature that uncovers the importance of student care in Singapore education. The demand for school-based and community-based student care centres (SCCs) providing care and supervision to school-going children has increased over the last few years. With a demand for more student care services, the feature exposes the business of SCCs as parents and operators fight for a share of the pie, exploring issues like the rise of school-based SCCs and the keen competition in the heartlands. It also sheds light on how student care has evolved in the market through minimal governmental involvement and the diversity of needs it addresses. • Report available in DR-NTU (Restricted Access) • Feature available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59849
Feature Writing
Children’s Food Advertising in Singapore: Executional Tactics, Child Consumption Habits and Parental Mediation Authors: Ang Ke Qin, Alicia Young Wei Ling, Heng Yiwei & Toh Shi Ting Supervisors: Assoc Prof May O. Lwin & Asst Prof Shin Wonsun
The project consists of two studies aimed at examining F&B advertising targeted at children and the effectiveness of parental mediation on children’s dietary habits in Singapore. Study One presents a content analysis of F&B advertisements targeted at children on five Singapore channels over a period of two weeks. In Study Two, a survey on 843 children aged 9 to 12 was carried out to examine the effects of parental mediation and media exposure on children’s attitudes and intention towards healthy food, as well as consumption of healthy and unhealthy food. Implications for advertising regulations and social marketing are discussed. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59844 Image Credit: “1941 Food Ad...” by Classic Film (www.flickr.com)
Applied Research
The Happiness Revolution: The Best Gift for Your Child Authors: Lee Jing, Lim Hui Lian Joyce & Yap Jiamin Supervisors: Mr Tim Clark & Asst Prof Liew Kai Khiun
The Happiness Revolution: Best Gift for Your Child is a communication campaign that champions the attainment of positive mental wellbeing amongst children. Targeted at parents of children aged 7-12, this campaign aims to raise awareness on the importance of children’s social and emotional intelligence as well as ability to solve problems as components towards lasting happiness. Through interactive platforms such as roving outreaches and lunchtime talks, the campaign strives to engage parents in conversations about their current steps to improve their child’s mental wellbeing. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59931 http://thehappinessrevolution.sg https://www.facebook.com/TheHappinessRevolution
Campaign
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Children & Childhood
Children & Childhood Little Captains at Play: A Campaign for Unstructured Play Towards a More Balanced Childhood Among Preschoolers in Singapore Authors: Claire Yeoh Su-En, Lau Kwee Fang, Soh Huiting Madeline & Tan Xiang Wei Supervisors: Dr Yeoh Kok Cheow & Mr Stephen Robertson
Little Captains at Play is a public communications campaign which looks at unstructured play among pre-schoolers in Singapore. Targeted at parents with children aged 3 - 6 years old, the campaign aims to address the need for holistic development by utilising parents’ stories to encourage self-reflection and discussion. Supported by expert opinions and a range of online and offline engagement strategies, the campaign employed a three-pronged approach to educate, inspire and empower parents to provide their children with more opportunities for unstructured play. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59664 http://littlecaptainsatplay.com/ https://www.facebook.com/littlecaptainsatplay.sg
Campaign
Parents in the Classroom: Schools Must Now Cope with Mums & Dads Who Make Their Presence Felt Authors: Celine Chen Xueli, Lai Yee San Tami & Liao Xiangjun Supervisor: Ms Hedwig Alfred
Parents are now more curious about school matters, and schools have had to adapt to the needs and wants of this generation of parents. This means educators spend more time engaging and reaching out to parents on top of an already-heavy workload. This journalism feature looks beyond the common labels attached to parents’ behaviour, such as “competitive”, “kiasu” and “kancheong”, to examine what exactly about the education landscape of today is driving their actions, and how it is manifesting in schools. • Report available in DR-NTU (Restricted Access) • Feature available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59910 Image Credit: “GYPS P1 classroom” by Cassandra Turner (www.flickr.com)
Feature Writing
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Children & Childhood
Children & Childhood Project Tooth Keeper: A Children’s Oral Health Campaign Authors: Chow En En Grace, Ho Cai Shan, Nur Iznina Binte Zainudin & Susmitha Changaroth Supervisors: Prof Charles T. Salmon & Dr Yeo Su Lin
Project Tooth Keeper is a health communications campaign promoting good parenting for children’s oral health. The campaign was targeted at parents with children aged 6 years and under, and set out to educate parents on and motivate them by stressing the importance and benefits of preventive oral health behaviours in preventing the onset of tooth decay in a child’s life. The campaign was mounted in response to the declining oral health status of infants and preschoolers in Singapore. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59843 • https://www.facebook.com/projecttoothkeeper
Campaign
Role of Feedback and Motivational Climate in Promoting Exercise Among Children Authors: Ang Kian Boon Eugene, Ho Jia Yu Carrie, Lim Ping Hui & Low Weisheng Melvin Supervisors: Assoc Prof May O. Lwin & Asst Prof Shirley Ho Soo Yee
This study focuses on using communicative components in a digitally-mediated environment (through digitally assisted physical gaming, or exergaming) as an intervention method to promote leisure time physical activity and encourage exercise behaviour. While in the past, other research explored various factors that impact the effectiveness of a health intervention programme, this research taps on the self-determination theory and other behavioural theories to investigate communication components that are most salient in an intervention programme involving exergaming – feedback type and motivational climate. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59840
Applied Research
Screensavers: For Healthier Digital Kids Authors: Marlene Tan Yiting, Ng Pin Li & Pek Kai Le Charis Supervisors: Asst Prof Shin Wonsun & Dr Yeoh Kok Cheow
Screensavers is a public information campaign to nurture healthier digital kids. The campaign aims to educate parents and their children aged between 6 and 12, on effectively managing the use of digital technology. The key message and screen tips, with an emphasis on children’s well-being, were conceived from the primary and secondary research conducted prior to the campaign. Campaign outreach activities were formulated to convey the key and sub-messages of the campaign, particularly through active community engagement, with a focus on parent-child learning. Both online and offline platforms were utilized to expand reach to the target audience. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59853 http://screensaverssg.com https://www.facebook.com/screensaverssg
Campaign
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Children & Childhood
Family & Relationships
… and Family – A Scriptwriting Project Author: Liow Zhe Hao Supervisor: Mr Seah Chang Un
… and Family is a bilingual black comedy-drama, written in a short film format. The story revolves around the Cheong family which is briefly reunited when their eldest daughter, Sharon, returns to her maiden home after facing a double failure in both her marriage and business. Sharon attempts to seek emotional support from her mother, albeit with an ulterior motive, and her presence re-ignites the tense relations between Sharon and her younger brother Jordan. Over a series of altercations, the bad blood between the brother and sister boils over to reveal a shocking secret. • Report available in DR-NTU (Restricted Access) • Script available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59845 Image Credit: “Lorriane” by plaits (www.flickr.com)
Scriptwriting
Project ENGAGE: Campaign to Promote Social Engagement in Active Ageing Authors: Ang Hui Xuan, Chen Shusi, Lim Pei Si & Peh Yan Ting Supervisor: Assoc Prof Lee Chun Wah
Project ENGAGE is a campaign that aims to build on the government’s preliminary efforts to promote social engagement in active ageing. Targeted at senior Singaporeans aged 50 and above, the campaign aims to highlight the importance of social engagement as an integral element of successful active ageing and to encourage senior Singaporeans to engage in social activities. This was done through engaging the seniors in conversation to educate them about the issue and encourage them to take pledges and concrete actions to kick start an active lifestyle. The key communication channels used included information booths, an active ageing carnival cum walkathon, and door-to-door visits. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59841 • https://www.facebook.com/projectengage2014
Campaign
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Family & Relationships
Family & Relationships The Real Reunion: An Integrated Campaign to Strengthen Family Bonds Through Meals Authors: Chen Zhihui, Lim Hiok Hwee Desmond, Tan Nian Shun & Toh Yew Zhen Supervisor: Dr Yeoh Kok Cheow
Targeted at youth aged 18 to 25, the campaign seeks to leverage on family reunion dinners to bond families and improve parent-child relationship through meals. The campaign’s main objective is to educate youths that Chinese reunion dinners can be culture-free and dayfree. To garner attention and interest, the campaign employed the use of popular social media tools, a website and an interactive mobile application. To create desire and action, the campaign leveraged on multiple school outreach activities, an outdoor roadshow and a finale mass family reunion dinner event. One of the highlights of this campaign was that it received special mention from Prime Minister Lee Hsien Loong at the NTU Ministerial Forum 2014. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59597 http://www.therealreunion.com https://www.facebook.com/therealreunionsg
Campaign
Shame Author: Chua Yini Supervisor: Mr Seah Chang Un
Shame is a script for a short film portraying two illicit relationships, both vastly different but with their parallels at the same time. It follows the unseemly encounter between an aunt and her orphaned nephew, and a scandalous affair between a student and her professor. Set in modern-day Singapore, Shame hopes to portray human emotions and events in a realistic manner which any audience would be able to identify with. • Report available in DR-NTU (Restricted Access) • Script available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/60021 Image Credit: “Untitled” by visnur (www.flickr.com)
Scriptwriting
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Family & Relationships
People with Special Needs The Deaf Divide Authors: Priscilla Kham, Tan Wen Hui Josephine, Tay Kai Ying Eileen & Tay Qiao Wei Supervisor: Ms Hedwig Alfred
An era is ending for Singapore’s deaf education. Students who need to learn sign language no longer have a special environment to do so. The Singapore School for the Deaf, home to five decades of Deaf culture and history, is set to close in 2016. This comes after more than a decade of falling enrolment as more deaf children enter mainstream schools, with hearing aids and cochlear implants enabling them to speak. But amidst this phenomenon are dissenting voices. At the heart of the issue lies a debate between sign language and speaking. With speech, a deaf person is no longer seen as disabled in a society that prizes fitting in. But in this pursuit to integrate with the hearing world, sign language—touted by deaf advocates as crucial for cognitive development and identity building—is being set aside as the last resort. • Report available in DR-NTU (Restricted Access) • Feature available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59930
Feature Writing
A Disordered Perspective Authors: Poon Jing Han & Yu Zhenghui Supervisor: Ms Lau Joon-Nie
This is an audio documentary detailing the life of people with eating disorders and their experiences of going through such an ordeal. The question is about how a person can survive an eating disorder and whether a person is able to walk out of the disorder completely. The documentary also looks at the types of medical help in Singapore and how accessible they are to eating disorder patients seeking help to recover. Through this project, the authors hopes to spread awareness about how serious a problem an eating disorder is and what repercussions it can have on an individual’s health, emotional well-being and social life. Another objective is to give hope to people struggling with eating disorders that they can, through the experience of another, find the strength to seek help and recover. • Report available in DR-NTU (Restricted Access) • Audio clip available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/60011 Image Credit: “To eat or not to eat?” by daniellehelm (www.flickr.com)
Audio/Radio
Javier Authors: Tan E-lis & Lim Qiong Fang Gladys Supervisor: Asst Prof Liew Kai Khiun
Javier centers on the life of a 20-year old aspiring musician who has Borderline Personality Disorder (BPD). The 60-minute film documents Javier’s constant battle with his condition – characterized by episodic anxiety, intense anger, inability to control one’s emotions, and turbulent, self-mutilating behavior, to name a few. • Report available in DR-NTU (Restricted Access) • Script available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/60014 Image Credit: “IMG_1129” by glitzy (www.flickr.com)
Scriptwriting
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People with Special Needs
People with Special Needs Please Come Again Author: Seah Wangda Freeman Supervisor: Mr Seah Chang Un
An upstart young lawyer has to convince an obstinate shopkeeper with Asperger’s Syndrome as well as his perpetually inebriated father to relinquish the provision shop that they hold so dearly. “Please Come Again” is a 90-minute family comedy-drama that attempts to create an accurate yet entertaining portrayal of Asperger’s. • Report available in DR-NTU (Restricted Access) • Script available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59592 Image Credit: “P1050309” by Ronald Tan (www.flickr.com)
Scriptwriting
从“心”认识特殊教育 (Special Education: Matters of the Heart) Authors: Cindy Peh Lee Ji, Lin Liying & Teo Sijia Supervisor: Prof Hao Xiaoming
Special education has always received less attention from the public, as compared to mainstream education. Even till today, there is still a lack of public awareness of what it is, and what goes on within the special schools. Parents of special needs children are, unsurprisingly, most concerned about their children’s future. They worry about whether their children can fend for themselves in Singapore’s highly competitive job market. Those with children who have more severe disabilities wonder if their children will be able to receive adequate care when they grow up. Teachers, especially those who have watched the children grow under their guidance, care deeply for them as well. They too hope that the hard work they have put in to train the children will help them lead independent and fulfilling lives. This Chinese feature writing project focuses on the special education sector in Singapore. Through interviews with teachers, principals, parents, students and others involved in the sector, it aims to provide a balanced and deeper look into what goes on within this often overlooked area of education. • Report available in DR-NTU (Restricted Access) • Feature available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59784
Feature Writing
太阳雨 - Sunny Rain Author: Chew Guancheng Supervisor: Mr Seah Chang Un
James is the protagonist of the story. He suffers from anxiety disorder and the struggle he faces is compounded by his introverted nature. Despite this, he can be someone you can fully relate to, if you aren’t too quick to judge. He represents those who don’t thrive in a rigid system, and those who seek to be understood by society. The story also focuses on family ties and the importance of creating a positive environment of effective communication and acceptance. • Report available in DR-NTU (Restricted Access) • Script available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/60019 Image Credit: “Singapore” by hermitsmoores (www.flickr.com)
Scriptwriting
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People with Special Needs
Personal Development & Motivation Ben Authors: Ong Ju Tsiang Jonathan, Ng Wei Jie & Tiong Ching Ning Sabrina Supervisor: Mr Kym Campbell
This is a short comedy film of an unexpected journey of self-discovery. Ben is the intelligent and awkward captain of the robotics team who is madly in love with Danielle, the prettiest girl in school. After an initial attempt to romance her resulted in disaster, he formulates a plan with his rogue friend, Budi, to win her heart. Here begins his quest for transformation as the duo work together to re-brand Ben on social media as one of the cool kids in school, tailored to Danielle’s tastes. Complications arise and Ben is unable to keep up with the façade, forcing him to come to terms with himself as he learns to embrace his own identity. • Report available in DR-NTU (Restricted Access) • Video available in DR-NTU (Restricted Access) and Communication & Information Library • http://hdl.handle.net/10356/59783
Video Drama
Fit to Win Singapore 2014 Authors: Chin Yi Xin, Heng Yih Fang, Lei Hoi & Lee Ker Hui Felicia Supervisor: Assoc Prof Lee Chun Wah
Fit to Win is a Nanyang Technological University student-initiated health promotion campaign. It is the first social weight loss challenge in Singapore that utilises an incentive-based system to motivate participants to engage in healthy behaviours. The report documents the entire campaign covering formative research, strategic communications, sponsorships, campaign execution, public relations plan, expenditure and evaluation of its effectiveness and limitations. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/60072 • https://www.facebook.com/fittowin.sg
Campaign
(Im)perfect Authors: Liu Jiahui Cindrey, Leong Pei Shan Dorothy, Lim Jia Ying Felicia & Liew Kern Yoong Gwyneth Supervisor: Ms Nicole Lorraine Draper
(Im)perfect is a documentary short that draws attention to Singaporean youths’ concept of beauty, the transient and unreliable nature of beauty trends, and the danger of succumbing to media influence and social pressure. The film advocates the need to embrace one’s own individuality, a quality that is more valuable than blindly pursuing societal standards of beauty. • Report available in DR-NTU (Restricted Access) • Video available in DR-NTU (Restricted Access) and Communication & Information Library • http://hdl.handle.net/10356/60017
Video Documentary
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Personal Development & Motivation
Personal Development & Motivation
The Next Stop Campaign Authors: Chan Long Teng, Ho Seok Kian Agnes, Shawn Choy Zikai & Quek Chwee Lin Vinnie Supervisor: Ms Melina Chua
The Next Stop is a social campaign to help emerging adults navigate the quarter-life crisis and seek clarity about life after graduation. Engaging tertiary students of aged 18 to 25 via online and offline platforms, it provides feature stories and tailored resources for young people to be stronger and happier adults. The report summarises the research that guided the campaign strategy and key messages, the execution of the campaign and evaluation of the campaign’s effectiveness. It includes press clippings, collateral design and detailed survey results. • • • • •
Report available in DR-NTU (Restricted Access) Promotional booklet and audio clip available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/60097 http://www.thenextstop.sg https://www.facebook.com/sgnextstop
Campaign
旁观者 (The Observer) Authors: Pek Xue Ning Alisia & Xu Maner Supervisor: Assoc Prof Stephen Teo Kian Teck
跨越古今，穿梭年代，颠覆时间，唯有此人冷眼旁观世间一切。 2007年，名摄影师崇亮知 道自己死期将近，决定实行一次轰轰烈烈的死亡大计，让世人永远记得他... 1960年，诺贝 尔哲学家顾言在垂死边缘回顾一生，发现自己虚度了光阴。他想把最后的著作烧掉... 2014 年，因为一场车祸，名模倪小如瞬间从人生的巅峰跌入绝望的谷底。她失去了继续活下去 的勇气... 在这三人的人生转捩点，相同的不明男子出现，他们的决定会否因为他而改变？ 而他到底是谁？ This Chinese script consists of three segments, each with a different main character interacting with the overarching protagonist - The Observer. The first part, set in year 2007, is about an established photographer who feels lonely living all by himself and is insecure about his existence. The second story, set in year 1960, is about an acclaimed Nobel Prize winner who spends all his life writing on philosophy but feels he has never actually lived out his own life properly. The third part of the script, set in year 2014, is about a young model disfigured in a horrible car accident. As the story unfolds, the audience sees a connection between all the three segments. It is left to the audience’s interpretation to determine who The Observer really is at the end. • Report available in DR-NTU (Restricted Access) • Script available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59792 Image Credit: “Rooftop” by Chris Chrissss (www.flickr.com)
Scriptwriting
WKWSCI FYP 2014 A FYP EXHIBITION BY NTU LIBRARIES
12
Personal Development & Motivation
Personal Development & Motivation Suicide Kakis Authors: Kan Mun Hoe, Ng Li Ying Louise, Nur Syuhrah Binte Samad & Shermin Toh Xin Li Supervisor: Mr Kym Campbell
This is a drama with elements of dark humour which revolves around an individual who seeks the help of his “kaki” (colloquial Malay word for “friend”) in his pursuit of death. Freddie Heng wants to die but since only 0.03% of those who commit suicide succeed, he embarks on an Internet search for a suicide “kaki” to increase his odds. As he and Nadia, a bubbly enthusiast of gore and death, undertake a series of hilariously unsuccessful suicide attempts, their painful experiences with suicide and death come to light, and each is haunted by a dark past that seems to overshadow their future. • Report available in DR-NTU (Restricted Access) • Video available in DR-NTU (Restricted Access) and Communication & Information Library • http://hdl.handle.net/10356/59851
Video Drama
Tweak It SG - A Campaign to Promote Personal Work-Life Effectiveness Authors: Low Sieu Ping, Yeo Xue Zhen & Zhang XiuYing Supervisor: Assoc Prof Lee Chun Wah
Tweak It SG, a strategic communication campaign, seeks to help Gen X and Gen Y working professionals regain a sense of control in their day-to-day work-life flexibility by initiating small changes, or tweaks, to carve out time for their most important priorities. The report includes the theoretical framework for the campaign executed in three key phases: preproduction research, detailed communication plans and tactics, and its creative execution. Post-campaign survey, observational research, social media monitoring and metrics from both online and physical publicity efforts are proposed as part of campaign evaluation. • • • • •
Report available in DR-NTU (Restricted Access) Promotional video clip available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59436 http://tweakit.sg https://www.facebook.com/TweakItSG
Campaign
Violet Authors: Priscy Dora Subasanran, Shahilia Munnawar Bhagat & Vanessa Lim Singh Supervisor: Ms Lau Joon-Nie
Violet tells the story of a young girl left without a family, suitor or fortune, leaving her with no choice but to look inwards to discover the courage to steer herself towards a new phase of life. Set in a time very different from the Singapore we see today, the creators want the film to be a nostalgic, reminiscent piece for the older viewers but an educational, insightful journey for the younger generation. It shows a glimpse of Singapore in the 1970s, with a focus on the vibrant cabaret scene before it was “cleaned up” and discarded by the government. • Report available in DR-NTU (Restricted Access) • Video available in DR-NTU (Restricted Access) and Communication & Information Library • http://hdl.handle.net/10356/59846
Video Drama
WKWSCI FYP 2014 A FYP EXHIBITION BY NTU LIBRARIES
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Personal Development & Motivation
Singapore Heritage & Culture Avenue 1960s: Stories of Live, Laugh and Love in Singapore Authors: Koh Xin Yue Karen, Phang Su Hui, Tan Huay Peng & Tan Hui Shi Candy Supervisor: Assoc Prof Lee Chun Wah
Avenue 1960s is a campaign that hopes to reconnect Singaporean youth with Singapore’s heritage, focusing on the nation-building years (1960s to 1980s). With a target audience of those aged 17 to 25, the campaign’s initiatives were highly youth-oriented, including the use of social media platform Facebook, a postcard competition, campus outreach activities, a heritage exhibition in the city area and a youth forum. The campaign tapped on the parents’ childhood stories to stimulate the curiosity and the interests of the youth. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59789 http://avenue1960.sg https://www.facebook.com/avenue1960s
Campaign
Duyên Nợ / Destiny Authors: Charis Yang Shin Chih, Grace Chew Hui Min, Nikki Loke Sau Mui & Nurzahidah Binti Abdul Gaffar Supervisor: Ms Nicole Lorraine Draper
Destiny is a documentary that revolves around three young Vietnamese women who hope to marry Singaporean men. Shot in Dong Thap and Can Tho provinces of Southern Vietnam, as well as Ho Chi Minh City, the film demonstrates the idealised vision these women harbour of starting life anew in Singapore. Each woman reveals her inner hopes, fears and aspirations, and how marrying a Singaporean husband can help improve her own and her family’s standards of living. Despite having to leave their families and give up their education, these women are willing to make sacrifices to improve their family’s financial circumstances. • Report available in DR-NTU (Restricted Access) • Video available in DR-NTU (Restricted Access) and Communication & Information Library • http://hdl.handle.net/10356/58917
Video Documentary
For the Love of Books! Campaign Authors: Lestarini Saraswati Hapsoro, Sneha Gururaj, Wong Chooi Sean & Zhou Zhuangyu Supervisors: Mr Tim Clark & Asst Prof Daniel Keith Jernigan
Targeted at young adults aged 18 to 30, this campaign aimed to broaden the reading scope of these individuals by reconceptualising leisure reading as an entertaining activity and by increasing the accessibility of reading to incentivise more individuals to pick up the habit. The campaign had three key aspects, which included a social media engagement plan, outreach efforts in tertiary institutions and café establishments, as well as a grand finale event. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59595 http://www.fortheloveofbooks-sg.com https://www.facebook.com/ftlobooks.sg
Campaign
WKWSCI FYP 2014 A FYP EXHIBITION BY NTU LIBRARIES
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Singapore Heritage & Culture
Singapore Heritage & Culture I and 他 (I and Him) Authors: Karen Wong Xue Qi, Teh Kah Soon & Yu Minli Supervisor: Mr Kym Campbell
This short film is a drama comedy chronicling the clashes between two people from two different cultures. Judy, a local tour guide, is forced to assist Robert, a rich Chinese tourist, in finding a special bak chor mee (minced meat noodles). Judy’s inability to speak proper Mandarin and Robert’s inability to understand English result in hilarious misunderstandings. On their hunt for the noodles - from a classy Western restaurant to a local hawker centre - they have to navigate different cultural practices and nuances. An unhappy incident with fellow Singaporeans makes Judy realise the stereotypes and prejudices she has against Robert. • Report available in DR-NTU (Restricted Access) • Video available in DR-NTU (Restricted Access) and Communication & Information Library • http://hdl.handle.net/10356/59596
Video Drama
My Kind of Town Authors: Basil Edward Teo Zhen Jie, Cara Chiang En Huan, Sulaiman Daud, & Wong Kar Weng Supervisors: Asst Prof Liew Kai Khiun & Asst Prof Fernando Paragas
My Kind of Town explores the different perspectives on the career of Mr Chiam See Tong through a series of interviews with the former Member of Parliament (MP), close aides, academics, politicians, and the residents of Potong Pasir whom he had served for 27 years. This multimedia feature is divided into three broad sections. The first part looks at the various communities within Potong Pasir and the bond that Chiam forged with his former constituents. The second is a feature story on Chiam today, and how the political veteran is adjusting to a life after Parliament. The third part traces the milestones of Chiam’s career, and assesses his performance as Singapore’s longest-serving opposition MP. • • • •
Report available in DR-NTU (Restricted Access) Video available in DR-NTU (Restricted Access) and Communication & Information Library http://hdl.handle.net/10356/59847 https://mykindoftown.sg/
Video Documentary
Playtime: The Games We Used to Play Campaign Authors: Carolanne Chan, Foo Hui Yu Gina, Kay Jin Rui Keith & Toh Zi Jing Gordon Supervisor: Asst Prof Shin Wonsun
Playtime is a campaign aimed to nurture the next generation of heritage advocates through the provision of additional avenues for children to learn about Singapore’s heritage. Kids aged 7 to 12 were the campaign’s primary target audience, with their parents making up the secondary target audience. One highlight of this campaign was that it launched Singapore’s first heritage-themed escape rooms at Yangzheng Primary School as part of a special collaboration with Think Your Way Out (TYWO), a local reality escape game room company. This escape room concept is a game where participants who are confined in a room have to solve a series of clues and puzzles so as to break out of the room within an hour. Such an immersive game enabled children to learn about Singapore’s heritage in a non-intrusive manner. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59791 http://www.playtime.sg https://www.facebook.com/itsplaytimesg
Campaign
WKWSCI FYP 2014 A FYP EXHIBITION BY NTU LIBRARIES
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Singapore Heritage & Culture
Singapore Heritage & Culture The Ride Etiquette Authors: Atheena Amira Binte Samsuri, Fadzeera Binte Mohamad Fadzully, Cynthia Soe Thiri Swe & Lim Woan Supervisor: Assoc Prof Lee Chun Wah
The Ride Etiquette (TRE) is the first student-led strategic communications campaign in Singapore to address public transport etiquette. Targeted at youths aged 18 to 35, TRE weaves humour and creative visuals to raise awareness on poor transport etiquette and in turn, encourage positive behaviour on public vehicles. It strives to stray from typical courtesy campaigns by moving away from print and towards interactive platforms online and onground. For example, the campaign came up with satirical illustrations intended to help the viewer understand the consequences of poor etiquette habits on fellow commuters. This series of drawings highlighted the top five pet peeves on public transport personified by five characters: Pole-Dancing Pammy, Kancheong Kelly, Wide-leg Wally, Funky Fred and Blocking Bob. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59669 http://www.therideetiquette.com https://www.facebook.com/TheRideEtiquette
Campaign
Ugly Singaporeans Author: Vivienne Chang Wei Ling Supervisor: Mr Seah Chang Un
‘Ugly Singaporeans’ is a Singaporean sitcom featuring Singapore with a futuristic twist. It is the year 2023, Singapore is now divided into the East End, where foreigners and rich locals live, and the West End, home to working-class Singaporeans. Ben is a journalist for the East End Times. His editor has a big assignment for him: locate the last surviving one-dollar ice cream cart in West End. Ben is all wound-up in pursuit of this lead, but the catch is - this source belongs to 26-year-old Mystabel Jelical Lee, an attractive reporter for the East End News Network. His job is to ensure that she finds this ice cream cart and returns to East End safely. Ben doesn’t want to play nanny to Mystabel and tries to shake her off. But she remains determined to set foot in West End. • Report available in DR-NTU (Restricted Access) • Script available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59765 Image Credit: “Future City” by Sam Howzit (www.flickr.com)
Scriptwriting
WKWSCI FYP 2014 A FYP EXHIBITION BY NTU LIBRARIES
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Singapore Heritage & Culture
Social Media & New Technologies Aug: A Cyberpunk Audio-Drama Authors: Daryl Christian Tan & Remington Chia Supervisor: Ms Nicole Lorraine Draper
Set in the year 2035, a Singaporean police detective, Marcus De Souza, attempts to track down a dangerous cyber-terrorist codenamed Alexios. In his relentless pursuit for this fugitive, he is thrust into an invisible conflict between the government and a shadowy organization only known as “the Resistance”. Friends and allies change sides, while Detective De Souza is forced to either adapt to the rapidly changing circumstances or die. This audio drama drew its inspiration from two particular sources, audiobooks of major novel series, as well as old radio shows. • Report available in DR-NTU (Restricted Access) • Audio available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59598 Image Credit: “I Pimped My Ride” by Kevin Lim (www.flickr.com)
Audio/Radio
Effects of Personalisation and Interactivity on the Perception of Politicians on Instagram Authors: Ashley Tan Shu Ren, Heng Joo Kuang Terence, Ho Hui Yi Judith & Goh Yan Hui Supervisor: Assoc Prof Jung Younbo
During the 2011 General Elections, an increasing number of politicians have jumped on board the social media bandwagon to connect with their electorate. Given the rapidly growing trend of Instagram usage among politicians, this study investigates the effects of two selfpresentation styles on voters’ perception of politicians and their voting intention: first, the personalisation which is presenting the private over the public life of a politician, and second, the text-based interactivity which is presenting the active versus passive voice of a politician. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59857 Image Credit: “National Day Flags” by James Creasman (www.flickr.com)
Applied Research
Effects of Spiral of Silence and Message Civility on Modes of Opinion Expression on Facebook Authors: Alex Zhang Meng Ren, Ko Sheng Wei Jeremy, Low Wei Xiang & Tan Su Yi Kay Supervisors: Asst Prof Natalie Pang & Asst Prof Shirley Ho Soo Yee
This study investigates aspects of Spiral of Silence theory and message civility in the social networking site, Facebook. Social media now also allows for more forms of opinion expression than before. Facebook, for example, allows users to click ‘like’ on posts and comments, as well as share content with just the click of the mouse. These new modes of expression allow content on social media to go viral easier and quicker than in traditional settings where expression is mainly restricted to written or spoken words. This fast-growing phenomenon has important repercussions, including its potential impacts on social cohesion in Singapore. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59850 Image Credit: “Shhh...” by Sarah (www.flickr.com)
Fundamental Research (Quantitative)
WKWSCI FYP 2014 A FYP EXHIBITION BY NTU LIBRARIES
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Social Media & New Technologies
Social Media & New Technologies Let’s Not Forget About E-Waste Authors: Kimberly Wang Zhi Hui, Sim YuanWei Christopher, Tan Rui Ling Jocelyn & Tay Liangqin Mark Supervisor: Mr Tim Clark
Let‘s Not Forget About E-Waste is a communication campaign to encourage Singaporeans to recycle their electronic-waste (e-waste).Targeted at working adults aged 22 to 45, the campaign aimed to generate awareness of the impact of e-waste on our health and the environment, highlight available and accessible recycling points, and empower the public to be a part of saving the environment and resources by recycling their electronic waste. Ultimately, the campaign sought to further our country‘s quest in being a clean and green nation by encouraging the culture of e-waste recycling on top of recycling paper, plastic and glass. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/60255 http://letsnotforgetewaste.sg https://www.facebook.com/letsnotforgetaboutewaste
Campaign
Mortality Economy: An Original One-Hour Television Serial Pilot Author: Teng Weng Woh Supervisor: Mr Seah Chang Un
Mortality Economy is a thriller set in a dystopian world not too far in the future. It examines the moral implications that arise from a new technology that enables the human life span to be sold on the market. The Mortality Augmentation Process (MAP) founded by geneticist Dr. Akira Jimbo has recently celebrated its six millionth sale. Since its launch ten years ago, Reverend Charleston Hill has been in opposition of MAP. However, Charleston is diagnosed with cancer. He strikes a deal with Dr. Jimbo in exchange for an extended life span of 30 years. Charleston must find a way to take down Dr. Jimbo while seemingly upholding his end of the deal. • Report available in DR-NTU (Restricted Access) • Script available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59838 Image Credit: “Mortality” by Ed Yourdon (www.flickr.com)
Scriptwriting
Navigating Through the Bulls and Bears on the Web: Balancing Information Literacy Skills and Self-Efficacy Authors: Boren Ang, Lam Zhao Yao, Pamela Chan Ting Jun & Teo Jion Chun Supervisor: Asst Prof Debbie Goh Pei Chin
Young investors increasingly turn to the Internet for financial information. This paper analyses the empirical components of information literacy skills and self-efficacy in information use through a cross-sectional study of young investors in Singapore. Their information literacy and self-efficacy levels were also analysed across various income groups, gender and investing experience. This study fills in the literature gap by assessing the relative importance of each predictor variable on using quality financial information online. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59428 Image Credit: “Raging Bull” by Simon Morris (www.flickr.com)
Fundamental Research (Quantitative)
WKWSCI FYP 2014 A FYP EXHIBITION BY NTU LIBRARIES
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Social Media & New Technologies
Social Media & New Technologies
Not a Keyboard Warrior Campaign Authors: Dawn Eng, Chow Aiyan, Jeraldine Phneah Jialin & Kwang Shuwen Supervisor: Asst Prof Fernando Paragas
Not A Keyboard Warrior is a campaign which aims to educate young people on the perils of inappropriate Internet behaviour, as well as to debunk the practice of cyber aggression as a social norm. Though Social Networking Sites (SNS) usage has been proven to be beneficial for the users in terms of social communication, the increased usage have also brought about some negative consequences – an increment of cyberbullying activities being one of the most prevalent issues. Local netizens also give in to their emotional impulses easily. Online aggression has inevitably become such a prevalent problem that Singapore’s leaders are beginning to sit up and take notice. • • • •
Report available in DR-NTU (Restricted Access) Promotional video clip available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59839 https://www.facebook.com/NotAKeyboardWarrior
Campaign
Project Turn One: Realising an Online Multimedia News Portal for TableTop Gaming in Singapore Author: Ong Bing Fu Zackary Supervisor: Asst Prof Andrew Duffy
Turn One Publications started out as a community driven publication, where members of the community were invited to write articles related to the miniature tabletop hobby. The issue were published digitally in pdf format and available for free download. However, due to lack of interest in writing, the publication released only one issue before dying out. Since its failure, its creator has looked into some of the mistakes made and has endeavoured to learn and correct these mistakes, so as to re-launch the news portal. The project chronicles the re-launching of Turn One. • • • • •
Report available in DR-NTU (Restricted Access) Website available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59939 http://turnonepublicationsn.fatcow.com https://www.facebook.com/pages/Turn-One-Publications/218062031615089
Multimedia
WKWSCI FYP 2014 A FYP EXHIBITION BY NTU LIBRARIES
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Social Media & New Technologies
Social Media & New Technologies Put it on Friend Mode Campaign Authors: Chan Jing Hao, Chua Kim Han Malvin, Lee Yumei & Tan Chun Kiat Jonathan Supervisors: Asst Prof Fernando Paragas & Mr Jeremy Seow
Put it On Friend Mode is a social movement to remind youths of the importance of connecting face-to-face with their friends and loved ones without the distractions of their mobile phones. The campaign is targeted at young people aged 17 to 25, an age group that is particularly susceptible to the draw of mobile technology and its benefits. Ultimately, the campaign strives to be the starting point which society in Singapore can address this issue from a positive and empowering standpoint. This would be done through creating awareness of the problem and changing attitudes towards the behaviour, and most importantly, offering people a simple solution to which they can commit to accomplishing. • • • •
Report available in DR-NTU (Restricted Access) http://hdl.handle.net/10356/59852 http://www.putitonfriendmode.com https://www.facebook.com/PutItOnFriendMode
Campaign
Regulating Social Media Advertising Author: Aw Cheng Wei Supervisor: Prof Ang Peng Hwa
The advent of social networking sites as advertising platforms is an attractive proposition for marketeers. Currently, these sites are hitting new levels of reach. Unlike traditional media where messages are sent to an impersonal mass audience, social media advertising delivers commercial content to a more targeted audience. The main thrust of this paper is to recommend a set of regulatory mechanisms based on what mature advertising economies have done to regulate social media advertising and adapt to the Singapore context. It aims to provide countries that are looking to install regulatory frameworks for social media advertising with a deeper understanding of the areas of concern. • Report available in DR-NTU (Restricted Access) • http://hdl.handle.net/10356/59856 Image Credit: “Target Grunge Symbol” by Nicolas Raymond (www.flickr.com)
Applied Research
WKWSCI FYP 2014 A FYP EXHIBITION BY NTU LIBRARIES
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Social Media & New Technologies
Index Project Index by TYPE Campaign
Applied Research Children’s Food Advertising in Singapore: Executional Tactics, Child Consumption Habits and Parental Mediation
04
Ang Ke Qin, Alicia Young Wei Ling, Heng Yiwei & Toh Shi Ting http://hdl.handle.net/10356/59844
Corporate Image: Role of CSR as a Communication Motivator
01
Ng Shu Min Chrystal, Ong Ying Kai, Shannon Rose Chau Wing Ching & Yeow Poh Sim Kristle http://hdl.handle.net/10356/59579
Effects of Personalisation and Interactivity on the Perception of Politicians on Instagram
17
02
Debbie Lee Meiyi, Lai Mun Seng Aloysius, Ling Zhi Lei Debby & Yeo Xinzi http://hdl.handle.net/10356/59608
Regulating Social Media Advertising
20
06
03
Chin Yi Xin, Heng Yih Fang, Lei Hoi & Lee Ker Hui Felicia http://hdl.handle.net/10356/60072
11
14
Give Blood A Chance: A Blood Donation Campaign for First-Time Donors
17
09
Let’s Not Forget About E-Waste
03
Claire Yeoh Su-En, Lau Kwee Fang, Soh Huiting Madeline & Tan Xiang Wei http://hdl.handle.net/10356/59664
12
Not a Keyboard Warrior Campaign
19
Playtime: The Games We Used to Play Campaign
15
Project ENGAGE: Campaign to Promote Social Engagement in Active Ageing
07
Project Tooth Keeper: A Children’s Oral Health Campaign
06
Put it on Friend Mode Campaign
20
The Real Reunion: An Integrated Campaign to Strengthen Family Bonds Through Meals
08
The Ride Etiquette
16
Chan Long Teng, Ho Seok Kian Agnes, Shawn Choy Zikai & Quek Chwee Lin Vinnie http://hdl.handle.net/10356/60097
Dawn Eng, Chow Aiyan, Jeraldine Phneah Jialin & Kwang Shuwen http://hdl.handle.net/10356/59839
Carolanne Chan, Foo Hui Yu Gina, Kay Jin Rui Keith & Toh Zi Jing Gordon http://hdl.handle.net/10356/59791
Chow En En Grace, Ho Cai Shan, Nur Iznina Binte Zainudin & Susmitha Changaroth http://hdl.handle.net/10356/59843
04
18
Kimberly Wang Zhi Hui, Sim YuanWei Christopher, Tan Rui Ling Jocelyn & Tay Liangqin Mark http://hdl.handle.net/10356/60255
Little Captains at Play: A Campaign for Unstructured Play Towards a More Balanced Childhood Among Preschoolers in Singapore
The Next Stop Campaign
Ang Hui Xuan, Chen Shusi, Lim Pei Si & Peh Yan Ting http://hdl.handle.net/10356/59841
Lestarini Saraswati Hapsoro, Sneha Gururaj, Wong Chooi Sean & Zhou Zhuangyu http://hdl.handle.net/10356/59595
Lee Jing, Lim Hui Lian Joyce & Yap Jiamin http://hdl.handle.net/10356/59931
Daryl Christian Tan & Remington Chia http://hdl.handle.net/10356/59598
Poon Jing Han & Yu Zhenghui http://hdl.handle.net/10356/60011
The Big Dollar Rescue: A Campaign for Save the Children to Show that We Don’t Have to Give a Lot to Give a Lot
Koh Xin Yue Karen, Phang Su Hui, Tan Huay Peng & Tan Hui Shi Candy http://hdl.handle.net/10356/59789
The Happiness Revolution: The Best Gift for Your Child
Audio/Radio
A Disordered Perspective
14
Fit to Win Singapore 2014
02
Foo Hui Juang Sophial, Loh Jun Wei, Wong Jing Ying & Tai Zhi Han http://hdl.handle.net/10356/59842
J Jeyaseelan, Muhammad Amin Bin Ruslan & Yeo Jialin Jolene http://hdl.handle.net/10356/60026
Ang Kian Boon Eugene, Ho Jia Yu Carrie, Lim Ping Hui & Low Weisheng Melvin http://hdl.handle.net/10356/59840
Aug: A Cyberpunk Audio-Drama
01
Avenue 1960s: Stories of Live, Laugh and Love in Singapore
For the Love of Books! Campaign
Aw Cheng Wei http://hdl.handle.net/10356/59856
Role of Feedback and Motivational Climate in Promoting Exercise Among Children
April Tan Wan Xin, Brenda Xie Hui Qi, Christabel Reena David & Jillian Goh Zi Ying http://hdl.handle.net/10356/59732
Chin Yan Zhang Michael, Gong Hsien-Ying Rachel, Li Zhengliang & Samantha Ann Branson http://hdl.handle.net/10356/59854
Ashley Tan Shu Ren, Heng Joo Kuang Terence, Ho Hui Yi Judith & Goh Yan Hui http://hdl.handle.net/10356/59857
Improving Pre-roll Advertisements Through the Use of Congruence
AD.VO.CA.SE Campaign
Makers of Singapore: Celebrating Local Craftsmanship
Chan Jing Hao, Chua Kim Han Malvin, Lee Yumei & Tan Chun Kiat Jonathan http://hdl.handle.net/10356/59852
Chen Zhihui, Lim Hiok Hwee Desmond, Tan Nian Shun & Toh Yew Zhen http://hdl.handle.net/10356/59597
05
Atheena Amira Binte Samsuri, Fadzeera Binte Mohamad Fadzully, Cynthia Soe Thiri Swe & Lim Woan http://hdl.handle.net/10356/59669
Index Project Index by TYPE Campaign (cont’d) Screensavers: For Healthier Digital Kids
06
Marlene Tan Yiting, Ng Pin Li & Pek Kai Le Charis http://hdl.handle.net/10356/59853
Tweak It SG - A Campaign to Promote Personal Work-Life Effectiveness
13
Low Sieu Ping, Yeo Xue Zhen & Zhang XiuYing http://hdl.handle.net/10356/59436
04
Chia Shu Fen Isabel, Sara Yap Soon Yen & Yang Yujian Calvin http://hdl.handle.net/10356/59849
The Deaf Divide
Priscilla Kham, Tan Wen Hui Josephine, Tay Kai Ying Eileen & Tay Qiao Wei http://hdl.handle.net/10356/59930
Fishing for Men: Trafficking and Slavery on the High Seas
09
03
05
Cindy Peh Lee Ji, Lin Liying & Teo Sijia http://hdl.handle.net/10356/59784
17
Alex Zhang Meng Ren, Ko Sheng Wei Jeremy, Low Wei Xiang & Tan Su Yi Kay http://hdl.handle.net/10356/59850
18
10
Duyên Nợ / Destiny
14
(Im)perfect
11
My Kind of Town
15
Charis Yang Shin Chih, Grace Chew Hui Min, Nikki Loke Sau Mui & Nurzahidah Binti Abdul Gaffar http://hdl.handle.net/10356/58917
Liu Jiahui Cindrey, Leong Pei Shan Dorothy, Lim Jia Ying Felicia & Liew Kern Yoong Gwyneth http://hdl.handle.net/10356/60017
Boren Ang, Lam Zhao Yao, Pamela Chan Ting Jun & Teo Jion Chun http://hdl.handle.net/10356/59428
Basil Edward Teo Zhen Jie, Cara Chiang En Huan, Sulaiman Daud & Wong Kar Weng http://hdl.handle.net/10356/59847
Multimedia
Video Drama
Project Turn One: Realising an Online Multimedia News Portal For TableTop Gaming in Singapore
19
Ong Bing Fu Zackary http://hdl.handle.net/10356/59939
07
Javier
09
Mortality Economy: An Original One-Hour Television Serial Pilot
18
Please Come Again
10
Shame
08
Ugly Singaporeans
16
旁观者 (The Observer)
12
太阳雨 - Sunny Rain
10
Liow Zhe Hao http://hdl.handle.net/10356/59845
Teng Weng Woh http://hdl.handle.net/10356/59838
Seah Wangda Freeman http://hdl.handle.net/10356/59592
Chua Yini http://hdl.handle.net/10356/60021
Vivienne Chang Wei Ling http://hdl.handle.net/10356/59765
Pek Xue Ning Alisia & Xu Maner http://hdl.handle.net/10356/59792
Chew Guancheng http://hdl.handle.net/10356/60019
Ben
11
I and 他 (I and Him)
15
Suicide Kakis
13
Violet
13
Ong Ju Tsiang Jonathan, Ng Wei Jie & Tiong Ching Ning Sabrina http://hdl.handle.net/10356/59783
Karen Wong Xue Qi, Teh Kah Soon & Yu Minli http://hdl.handle.net/10356/59596
… and Family – A Scriptwriting Project
Tan E-lis & Lim Qiong Fang Gladys http://hdl.handle.net/10356/60014
Celine Chen Xueli, Lai Yee San Tami & Liao Xiangjun http://hdl.handle.net/10356/59910
从“心”认识特殊教育 (Special Education: Matters of the Heart)
Video Documentary
Scriptwriting
Danson Cheong Jingfu, Theodora Theresa D’cruz & Annabelle Liang Yanting http://hdl.handle.net/10356/59855
Parents in the Classroom: Schools Must Now Cope with Mums & Dads Who Make Their Presence Felt
Effects of Spiral of Silence and Message Civility on Modes of Opinion Expression on Facebook
Navigating Through the Bulls and Bears on the Web: Balancing Information Literacy Skills and Self-Efficacy
Feature Writing Beyond School Hours: Student Care in Singapore
Fundamental Research (Quantitative)
Kan Mun Hoe, Ng Li Ying Louise, Nur Syuhrah Binte Samad & Shermin Toh Xin Li http://hdl.handle.net/10356/59851
Priscy Dora Subasanran, Shahilia Munnawar Bhagat & Vanessa Lim Singh http://hdl.handle.net/10356/59846
Locating FYPs in DR-NTU (Restricted Access) Access to DR-NTU (Restricted Access) is only available to NTU students and staff.
1. 2. 3.
Go to http://repository.ntu.edu.sg Login with your student/staff network account username and password. Enter project title or last 5 digits of URL into search box
For enquires, call 6790 6927 or email cmil@ntu.edu.sg
About DR-NTU (Digital Repository - NTU) DR-NTU is the institutional repository of Nanyang Technological University (NTU). It archives the intellectual output of staff and students and is implemented as two access versions: DR-NTU (Open Access) and DR-NTU (Restricted Access).
DR-NTU (Restricted Access) comprises student submissions such as theses, work attachment reports and final year project reports that require user authentication to access the full text. [http://repository.ntu.edu.sg]
DR-NTU (Open Access) focuses primarily on collecting conference papers and journal articles by NTU faculty & researchers for which publishers permit self-archiving in open access repositories. [http://dr.ntu.edu.sg]
Catalogues from Previous Years Digital copies of the WKWSCI FYP catalogues from 2009 to 2014 are available online:
1. Go to http://opac.ntu.edu.sg 2. Search using the following keywords: wkwsci fyp
or 1. Visit the Communication & Information Library blog at http://blogs.ntu.edu.sg/library/cmil 2. Look under the ‘S’ collections
Credits The abstracts and images used in this catalogue were adapted from the respective FYP report or accompany materials, with the exception of the following images that were retrieved from www.flickr.com on 8 July 2014.
These works are licensed under a Creative Commons Attribution 2.0 Generic License.
Title
By
URL
183/365 Shhh...
Sarah
https://www.flickr.com/photos/dm-set/3695427317
Future City
Sam Howzit
https://www.flickr.com/photos/aloha75/4605051691
IMG_4410.JPG
jeremyfoo
https://www.flickr.com/photos/jeremyfoo/1125798412
Lorraine
plaits
https://www.flickr.com/photos/spiritualize/8194963107
Rooftop
Chris Chrissss
https://www.flickr.com/photos/jezuez471/1524818568
Target Grunge Symbol
Nicolas Raymond
https://www.flickr.com/photos/80497449@N04/8690880347
To eat or not to eat?
daniellehelm
https://www.flickr.com/photos/daniellehelm/3967455172
These works are licensed under a Creative Commons Attribution-NonCommercial 2.0 Generic License.
Title
By
URL
1941 Food Ad‌
Classic Film
https://www.flickr.com/photos/29069717@N02/13744868214
GYPS P1 classroom
Cassandra Turner
https://www.flickr.com/photos/turners/781121612
IMG_1129
glitzy
https://www.flickr.com/photos/glitzy/2445046768
Untitled
visnur
https://www.flickr.com/photos/visnurm/7320124896
Raging Bull
Simon Morris
https://www.flickr.com/photos/simon_morris/8906769874
These works are licensed under a Creative Commons Attribution-ShareAlike 2.0 Generic License.
Title
By
URL
idea_m
nic519
https://www.flickr.com/photos/nic519/9271500576
These works are licensed under a Creative Commons Attribution-Non-Commercial-ShareAlike 2.0 Generic License.
Title
By
URL
I Pimped My Ride
Kevin Lim
https://www.flickr.com/photos/inju/446099435
Mortality
Ed Yourdon
https://www.flickr.com/photos/yourdon/13314480724
National Day Flags
James Creasman
https://www.flickr.com/photos/asiabruin/68339933
P1050309
Ronald Tan
https://www.flickr.com/photos/ronaldtanhn/5096939528
Singapore
hermitsmoores
https://www.flickr.com/photos/hermitsmoores/14023260689
Yishun Singapore
350.org
https://www.flickr.com/photos/350org/5074693478
Produced by the Communication & Information Library Nanyang Technological University Libraries, Singapore Š 2014 Designed by Aaron Ng (School of Art, Design & Media) Library Student Assistant