SMU Office of Research – The Media Development Authority Singapore (MDA) announced a call for proposals through the Academic Engagement Programme (AEP) to support media-related research projects from local tertiary institutions. The aim is to encourage researchers to work on projects that can provide valuable inputs into MDA’s policy formulation process, and develop a network and knowledge base for media-related issues. 

The Office of Research is pleased to announce that the research proposal from Assistant Professors Chung Siyoung (PI), Kim Soojin (Co-PI) and Shim Kyu Jin (Co-PI) was awarded the MDA AEP grant. Below is the summary of the proposal, and we wish them the best in their research!

Project Title: The Effects of Singaporeans’ Media Use on Civic Engagement and Communication Behaviours

Duration: 3 years (Jan 2016~Jan 2019)

Overview: The advent of new media makes its role increasingly more powerful in influencing political landscapes. Over the years, social media technology has transformed public and institutional interactions and effects. By delving into pertinent motivational factors which generate social media participation and civic engagement as a form of political expression, the study will enhance scholarship in media effect and political communication.

The proposed study aims to better understand Singaporeans’ media usage behaviours in the contexts of (a) civic and political participation and (b) organisational crises.

The team will explore how and why Singaporeans use social media, such as Facebook and Twitter, to share their opinions on social and political issues and engage in civic and political activities. Specifically, the team will seek to identify how variables, e.g. media usage, self and collective efficacy, and demographics, would affect Singaporeans’ behaviour in communication and in civics. The study will further track the changes in key variables for three years (from 2016 to 2019), to yield comprehensive insight on the relationship between media and civics, and thereafter on the theoretical and policy implications.

The research will also investigate the impact on organisations’ reputations when the public expresses their views during crises through social media. In recent years, businesses have witnessed how social media have exerted power to boost or destroy brands, corporations, and chief executives. Using crisis communication as the context, the team will examine the motivation behind public’s communicative behaviours on social media – for instance, if they are proactively attacking or reactively defending any party involved in the crisis situations. The findings will be able to help organisations by offering advice on strategic communications solutions when crises arise.

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