Portraying The National Image of Singapore Through the Armed Forces and its Leaders
LTC Psalm Lew, Boon Cou
Articles
Total copies: 1
There are three kinds of power, namely hard, soft and smart power which is a combination of both. Smart power is frequently associated with planned national branding, an endeavor that requires multi-agency collaboration. Whilst the SAF does not lead such an effort, it does run National Service (NS), which is a leading effort in the a whole-of-government approach to national branding. National branding has been a critical part of Singapore’s success, an integral part of nation building and survival in a globalised world saturated with moving images. At the broadest base of the SAF, our last mile leaders need to live the values and be ambassadors of the Singapore identity, thereby adding positive national branding flows to the public sphere and the new media. As the institution with the most national branding ambassadors, the SAF has a critical role to play in portraying the national image of Singapore.
Author:
Source:
Pointer Vol. 40, No. 2
Series:
Pointer Article ; Vol. 40, No. 2
Language:
English
BRN:
129595