Commenting on collaborations between content creators and politicians gaining traction worldwide, SMU Senior Lecturer of Communication Management Tracy Loh noted that the government’s hold over society in Singapore was strong and many members of the public would want to pose with ministers and members of parliament and be seen on social media. For sponsored posts, Dr Loh said it was important that such paid partnerships were made clear to followers. She said, “It’s been a long-standing problem with the People's Action Party (PAP) where communicating why certain policies are necessary doesn’t really come across that strongly no matter how good the policy is.” She added that the PAP’s collaboration with content creators was not just about tapping their base of followers but explaining policies in a language the target audience was familiar with.
