Over the years, Asia has gained a strong footing in various aspects: economy, tourism and defence, to name a few. This affected Singapore, which has grown in terms of social diversity.
The media industry can take advantage of the country becoming a melting pot of cultures by reaching out to people of different ethnicities, nationalities and socio-economic backgrounds. It can potentially break borders by addressing language barriers and linguistic differences and by promoting what is uniquely Singaporean to its audience.
Address Language Barriers
As a multi-racial and multi-cultural country, Singapore is home to Chinese, Indian and Malay citizens. It is also an open economy, so people from all over the world have opted to reside in the country for prospective investments. The development is likely to create language barriers.
The media industry can use professional language translation services so that their advertisements and broadcasts — on TV, on print or on mobile — will be inclusive of all people residing in the country, regardless of what language they speak.
Promoting Something Uniquely Singapore
The Singapore Tourism Board used ‘Uniquely Singapore’ as its slogan over a decade ago. A new one has already replaced it, to evoke customisation and personalise the Singapore experience. Today’s media industry can apply a similar concept to various campaigns. It could potentially contribute to the overall success of a campaign.
The players in the industry can integrate Singaporean culture and tourism into their campaigns, enabling them to stand out among international competitors in the country. Broadcasting channels, for example, may feature local destinations in TV shows, while marketing agencies may feature local culture in their ads.
Social diversity continues to be on the rise in Singapore. The local media industry can take advantage of this by reaching out to the multinational community that resides in the country and that observes it for potential investments.