| Summary: | 碩士 === 國立政治大學 === 新聞研究所 === 101 === This study attempts to look at the image restoration efforts of the People’s Action Party (PAP) during the period leading up to the 2011 Singapore General Election (GE).
The PAP has constantly emerged victorious in every Singapore’s GE, however 2011’s fierce fight from the opposition and the numerous unhappy voices from the sea of Singaporeans has made it clear that their once well loved image was surely damaged. According to literature, when an image is damaged, there is a need to them repair this image. The dynamic framework of Benoit’s Image Restoration Theory will thus be used to examine the actions of the PAP in dealing with the attacks and criticism before the election date.
This study content analyzed a five-month period newspaper coverage of the 2011 GE from two major Singapore newspapers, The Straits Times and Channelnewsasia. Results showed the PAP, due to the nature of their err, chose a more accommodative strategy when dealing with the public. On the other hand, due to Singapore’s unique political culture, the results on the use of “mortification” and “defeasibility” has also provided additional input into the current political literature, i.e. these strategies depend on the political culture.
The study concluded that the use image restoration strategies by the PAP though more accommodative in nature did change towards the campaign timeline. Also the political landscape and culture of Singapore made defensive strategies more affective than Benoit would have suggested. Thus the PAP though still securing the lowest vote count in its election history, still manage to save its image and secure a win in the 2011 GE.
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