The prevailing action party of Singapore gets all stops online to pursue the youth

The Tiktok video starts with the Minister of Health of Singapore ON YE Kung who smiles at the camera while sitting on a bench.

“So no one told you that life would be that way,” the immediately recognizable theme song for the Sitcom friends plays, because he is suddenly accompanied by the other four members of his team who run in the coming general elections.

Cut into a spicy assembly of those who fist each other and mix with residents at community events, while the choir of the song delivers their political message: “I will be there for you”.

It is one of the many videos for social media placed by the long -term Action Party (PAP) from Singapore, while the country is preparing for the general elections on Saturday.

One of the longest serving political parties in the world, the porridge has ruled Singapore since 1959 And is associated with stability on a large scale.

But even while it continues to win the elections with comfortable majorities, the porridge has also had to deal with decreasing popularity over the past two decades.

In recent years, the party has started a mission to renew its compulsive, no-nonsense image, in particular to attract younger voters who have generally been more sympathetic to the opposition.

This campaign season, Pap-Ministers who are better known for flagging in advance written speeches, also filmed Skits with influencers of social media and sit down for long conversations on podcasts. The party has even launched a special edition of the viral Labubu -Pop Dressed in their white uniform.

Leading the porridge in his first election since then He took the prime ministerLawrence Wong has an important online portfolio.

On his social media accounts he shows off his guitar skills and discussed the national budget in a cat café. His recent visit to Vietnam was merged on Tiktok on a Techno Rave Soundtrack.

Other ministers in his cabinet have also performed their efforts: in an online video series with a local actor, the Minister of Culture Edwin Tong Barista played and served coffee; In the meantime, Minister of Health spent on a day as an intern at a local radio station.

Countless Singapore influencers have postponed content with PAP faces, in what a joint party seems to be to make contact with a younger audience. Last June local influencers and celebrities attended a PAP event that published their coordination with the party.

Valerie Tan Su Min, a maker of content that makes satirical videos about politics, but does not work with political parties, the BBC told that efforts such as collaborations with influencers could close the deal for some young voters.

“If they had not done their own research or realized the seriousness of their voice, it is quite possible that they may see one or two videos and are like:” Ok I vote for, “she said.

There is little doubt that the porridge, which has long had an overwhelming parliamentary majority, will continue to rule after this election.

It enjoyed strong support from Singaporese, especially older generations that have seen personally The country blooms under PAP rule.

But although elections are free from fraud and irregularities, critics also say that the party is maintaining an unfair advantage through gerremwandering and a tightly controlled media.

Yet in the last three elections, the party experienced two of the worst displays ever in the polls – just over 60% of the popular mood.

With an outdated support basis, the key to the future victories of the PAP is young people.

“Like never before, candidates from various political parties went on social media, says Carol Soon, associate professor in communication and new media at the National University of Singapore, that the medium” increasingly accepts a “broadcast” nature “.

Opposition parties also jumped on the bandwagon, participated in Tiktok video trends and launch online talk shows.

Some have converted uncomfortable moments of their campaigns into social media gold. One of the most popular memes this election, “Look to the left, look to the right“, stems from a song from an opposition candidate who regrets his gloomy work perspectives. After it went viral, he released a follow -up number about the lack of affordable homes.

Social media have always been particularly important for opposition parties in Singapore, where the PAP government carries out considerable control over regular media. It is also a medium that has become especially popular after a quarantine elections in 2020 limited personal campaigns.

But the efforts of the opposition have been overshadowed by the PAPs, thanks to the deep pockets.

“Sources still matter when it comes to digital campaigns,” says Netina Tan, assistant professor of political sciences at McMaster University, who noticed that the “resource-rich” porridge can afford to “strengthen their digital campaign … and release Fancy Insta videos”.

Rae Fung, a 28-year-old speaking coach, said she paid extra attention to local podcasts with politicians as guests.

“It is very difficult to lie about your expertise on a podcast. Because it really goes deep and usually not to work,” she said. “It helps me understand their thinking process and who they are as a person.”

“Most of the candidates I have seen, they do enough on social media to reach us,” she said. But “how they appear and who they are as a person is much more important than their social media game.”

For young Singaporese such as MS Fung, their voices will eventually go to the party that makes the most convincing pitch to solve their problems.

The rising costs of living in Singapore – which consistently has been one of the most expensive places in the world to live in has been one of the biggest care for young people. Many are still worried That owning a house will become increasingly unaffordable in the future.

There has also been a growing uncertainty about the prospects of job and the economy. The authorities and economists of Singapore have warned The Fall -Out and a possible technical recession of the American trade war and the global rates of US President Donald Trump.

The PAP government has tried to tackle these concerns. In addition to the provision of subsidized homes for first buyers, it has increased the delivery of public flats and has issued subsidies and cash vouchers to help with childcare and daily costs. Opposition parties claim that they can do more.

During a recent PAP election rally, a 37-year-old participant said to be called, although he was “not very certain” that the porridge could lead the country from the global economic uncertainty, his “reliability level is even lower” for the opposition.

In the meantime, the 28-year-old Ariel, who only gave her first name, told the BBC during an opposition valley that many of her colleagues were unable to get any jobs after graduation. She didn’t think the government had tackled their concerns.

Voting in more of opposition candidates would be the way “for Singaporese to express our pain and worries,” she persisted.

In Singapore, media campaigns can be important for driving political participation during elections, Dr. Soon, but the involvement of social media does not directly translate into support at the Ballot Box.

“At the end of the day,” she said, it is about “that people think would deliver” – whether it offers more jobs, reducing the costs of living or being alternative voices in parliament.