Singapore Budget 2012 Media Analysis

Media Analysis Report 17–22 February 2012 Prepared for

Singapore Budget 2012

Contents INTRODUCTION 3

EXECUTIVE SUMMARY 4

ARTICLE TYPE 6

LEADING TOPICS 7

LEADING MESSAGES 8

LEADING MEDIA 10

LEADING SPOKESPEOPLE/COMMENTATORS 11

TREND 12

METHODOLOGY 13

SINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17 – 22 FEBRUARY 2012 PAGE / 3

Introduction

NOTE

MEDIA MONITORS’ MEDIA ANALYSIS REPORTS USE THE CARMA® METHODOLOGY – FOR MORE INFORMATION, SEE PAGE 13.

This document presents the results

of media analysis of coverage of the

Budget 2012 between Friday 17

February and Wednesday 22

February 2012.

The objective of this media analysis was to measure media response to the FY2012 budget announcement in terms of favourability. This study identifies key topics and messages that were communicated in the media discussion.

The sample analysed consisted of print and internet media reports, as well as user-generated content (blogs and forums), that were published during the period, and that contained opinion about the FY2012 Budget. The Budget was announced on Friday,17 February 2012 by Deputy Prime Minister and Finance Minister, Tharman Shanmugaratnam.

The sample, derived from print and internet monitoring by Media Monitors, included the following media:

Print

> Berita Harian/Berita Minggu > Business Times > Lianhe Wanbao > Lianhe.Zaobao > My Paper > Shin Min Daily News > Tamil Murasu > The New Paper > The Straits Times > Today/Weekend Today

Online

> Aware.org.sg > VR-zone > Musings from the Lion City > Hardware Zone Singapore > Martin Lee @ Sg > My Autoblog > Sam’s Alfresco Coffee > Singapore Notes > Singapore Sojourn > Singapore News Alternative > Singapore Surf > SPUG Forums > The Online Citizen

For analysis of forums, one page of posts was considered to be equivalent to one media report.

DISCLAIMER: While Media Monitors endeavours to provide accurate, reliable and complete information, Media Monitors makes no representations in relation to the accuracy, reliability or completeness of the information contained in this report. To the extent permitted by law, Media Monitors excludes all conditions, warranties and other obligations in relation to the supply of this report and otherwise limits its liability to the amount paid by the recipient for the report. In no circumstances will Media Monitors be liable to the recipient or to any third party for any consequential loss or damage, including loss of profit, in connection with the supply of this report.


Executive Summary

Key Findings

Table 1 KEY METRICS

TOTAL VOLUME 84

AVERAGE FAVOURABILITY 55.4

LEADING STORY FOCUS (REPORTS) PUBLIC ISSUES (51)

LEADING MESSAGE (MENTIONS) HAS THE PEOPLE’S INTEREST AT HEART (26)

LEADING SPOKESPERSON (MENTIONS)

THARMAN SHANMUGARATNAM, DEPUTY PRIME MINISTER & FINANCE MINISTER (13)

LEADING MEDIA (REPORTS) THE STRAITS TIMES (13)

> A total of 84 print and online media reports collated between 17 and 22

February 2012 were identified as containing opinion on the FY2012 Singapore Budget. Overall, this media coverage was moderately favourable in tone, with an average rating of 55.4 (see page 13 for further discussion of the CARMA favourability scale, where 50.0 is neutral and 60.0 is highly favourable).

> Stories relating to the Singapore public were the most common (61% of the total analysed coverage), followed by stories on the overall economy (21%) and the private sector (14%). Only 4% of the analysed reporting focused on the public sector, and these reports discussed the defence ministry allocation or prominently featured views on the Budget from government officials.

> With the bulk of reports focusing on the Singapore public, the topic that was most favourably and frequently discussed was individual tax and subsidies (46% of the coverage analysed mentioned this topic, and these reports had an average rating of 60.0). This reporting frequently acknowledged those benefits proposed for lower-income families, the disabled and the elderly (see chart 2).

> The second most frequently mentioned topic was foreign labour. Although 34% of the analysed reports on this subject were unfavourable in tone, the overall average rating of this coverage was favourable (56.1 average rating). Media discussion about the lowered dependency ratio ceilings (DRCs) was polarised between two different subjects: on the one hand, concern expressed by businesses – particularly small and medium enterprises (SMEs) – that are

heavily reliant on foreign labour; and on the other, an appreciation of the longer term benefits of reducing reliance on foreign workers. Key arguments against the use of foreign labour that were cited included Singaporean demographics, as well as competition for employment. In the case of the latter, some coverage distinguished between foreign workers who are engaged in low-skilled work that was unattractive to Singaporean nationals, and skilled foreign employees.

> Relating to this, SMEs were prominently discussed in the analysed coverage, often in the context of the tightened labour market (23 mentions of SMEs, making it the fifth leading topic). Although concerns were frequently raised about SMEs in relation to foreign labour cuts, coverage of this topic was the second most favourable of the eight leading topics (61.1 average rating). The relatively high favourability of this reporting was due to positive discussion of the S$5,000 cash grant and other subsidies to support SMEs in the Budget, such as the Productivity and Innovation Credit scheme, the SPRING and IE Singapore productivity grants, subsidised training, the Renovation and Refurbishment Deduction scheme, and Special Employment Credit (SEC).

> Senior citizens were also very commonly mentioned in the analysed coverage as key beneficiaries of the 2012 Budget. Of the eight most frequently discussed topics, six related to seniors, namely: individual tax and subsidies, ageing population, CPF, public healthcare, older/disabled workers and housing. Some of the discussed incentives that catered for seniors were subsidies for families and homes that care for the elderly, the MediShield allocation, the Silver Housing bonus, increased CPF contribution rates for older workers, and incentives for employers who hire seniors.

> On average, housing was the least favourably discussed of the leading topics (21 mentions, 52.1 average rating). While half of the coverage of this issue was

→ SIX OUT OF THE EIGHT LEADING TOPICS IN THE ANALYSED MEDIA COVERAGE RELATED TO SENIORS


favourable and related to the Silver Housing Bonus, reporting also cited prominent criticism of housing affordability, which decreased the favourability of coverage of the subject.

> The top five leading messages to appear in reporting were favourable, followed by three unfavourable messages. The most prominent favourable messages were has the people’s interest at heart (26 mentions), is focused on the long term (20 mentions) and is focused on increasing productivity (19 mentions). These messages were conveyed in reporting about the benefits proposed in the Budget for different stakeholders, as previously discussed, as well as in reports on economic restructuring, particularly with regard to labour and productivity.

> The three most prominent unfavourable messages were is not inclusive (ten mentions), does not benefit stakeholders (eight mentions) and is not focused on the short term (seven mentions). An equal number of reports communicated the reverse of the first message relating to the inclusiveness of the Budget (see chart 3); however, much of the criticism pertained to the exclusion of middle income earners, of women of different age groups, of singles and young adults including single parents. The message that the Budget does not benefit stakeholders was often conveyed in coverage about inflation, high living costs or housing affordability, as well as in discussion of the low birth rate – core issues that the Budget was not seen to effectively address. Reports that focused on the overall economy typically pointed out that the Budget seemed to neglect imminent short-term challenges; these communicated that the Budget is not focused on the short term. However, a few of the same reports additionally suggested that the government had reserves upon which it could draw if a crisis did break out (see examples in the Leading Messages section).

> The leading spokespeople to be quoted in coverage of the Budget comprised a mix of government spokespeople and third-party commentators. The most prominent spokespeople were the Deputy Prime Minister/Finance Minister (13 reports, 66.5 average rating) and the Minister of State for Community Development, Youth and Sports (six reports, 69.2 average rating; see chart 5).

> Of the analysed print media, The Straits Times led opinion reporting on the Budget (13 reports, 57.3 average favourability), followed by Lianhe Zaobao (nine reports, 61.1 average rating) and Today (eight reports, 55.6 average rating). A third of the articles from Lianhe Zaobao were slightly to moderately unfavourable towards the Budget, discussing challenges that the Budget posed to businesses; however, four out of the nine reports by the Chinese-language media were highly favourable (70.0 or higher rating), and praised the support that was proposed for vulnerable groups. The most prominent online sites were The Online Citizen (seven reports, 52.1 average rating), Sam’s Alfresco Coffee

(six forum pages, 44.2 average rating) and Hardwarezone.com (five forum pages, 49.0 average rating). Although these sites were considerably less favourable than the analysed print media, the least favourable of the leading internet media was still only moderately unfavourable on average (Sam’s Alfresco Coffee, 44.2 average rating) (see chart 4 for Leading Media).

> A total of six articles/forum pages that included comment on the Budget were posted on analysed blogs and forums on the day of the announcement (17 February), and these were moderately negative overall (44.2 average rating). Reporting peaked on the day following the Budget announcement, with wider print coverage in addition to online (24 total reports on 18 February, 60.6 average rating). The favourability of opinion coverage steadily declined over the subsequent three days. Opinion coverage spiked again on 21 February, when discussion of the Budget was both critical and balanced (19 articles that had an average rating of 51.1, very close to neutral). This included four opinion articles by columnists, three letters-to-the-editor, an editorial and two blog posts. Coverage that expressed opinions about the Budget dropped drastically on 22 February to a total of five reports (see chart 6 for Trend).

> Although there was active media debate about the social dynamics between the ageing population, foreign labour, rising living costs and the low birth rate, analysed coverage did not explicitly discuss the fact that the population challenges facing Singapore are similar to those faced by other developed Asian countries such as Japan and South Korea. This comparative approach may better contextualise the Budget recommendations in light of the aims to preserve the country’s culture and sustain its growth.

WHAT MEDIA SAYS

“POLICY WONKS MUST BE HONEST AND COURAGEOUS ENOUGH TO ADMIT THAT THE SINGLE BIGGEST MISMANAGED ECONOMIC FACTOR THAT HAS BROUGHT US OUR DISMAL POPULATION FIGURES TODAY ARE THE SKY-HIGH LAND AND PROPERTY PRICES” Law Kim Hwee, The Straits Times, 18 February 2012


Article Type

NOTE

THIS CHART SHOWS THE TYPES OF ARTICLES IN ANALYSED PRINT AND ONLINE MEDIA. NEWS, OPINION, LETTERS-TO-THE-EDITOR AND EDITORIALS WERE FROM PRINT MEDIA OR WERE ONLINE VERSIONS OF PRINT. THESE INCLUDE ONLINE VERSIONS OF ARTICLES THAT WERE SYNDICATED ON BLOGS.

BLOGS AND FORUMS HERE REFER TO USER-GENERATED CONTENT AS OPPOSED TO MEDIA-GENERATED COVERAGE.

Chart 1

25

8 7 6

3

4

9

11

5

37

21

118 7

58.8

47.9

59.1

45.0

65.7

30

40

50

60

70

0

20

40

60

80

NEWS BLOGS & FORUMS OPINION LETTER-TO-EDITOR EDITORIAL

FA

VO

UR

AB

ILIT

Y

VO

LUM

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FAV NEU UNFAV AVG FAV


Leading Topics

NOTE

THE CHART ABOVE SHOWS THE TOPICS DISCUSSED MOST FREQUENTLY IN RELATION TO THE SINGAPORE 2012 BUDGET, BY VOLUME OF COVERAGE AND THE FAVOURABILITY OF THEIR MEDIA DISCUSSION.

Chart 2

2919 21

15 17 15 15 10

4

46 4 3

4

6

115

57

39

3228 26

23 22 21 21

60.0

56.1

60.757.5

61.158.6

61.4

52.1

30

40

50

60

70

0

20

40

60

80

INDIVIDUAL TAX AND SUBSIDIES

FOREIGN LABOUR AGEING POPULATION

CPF SME PUBLIC HEALTHCARE

OLDER/ DISABLED WORKERS

HOUSING

FA

VO

UR

AB

ILIT

Y

VO

LUM

E



Leading Messages

NOTE

THIS CHART SHOWS THE EIGHT MESSAGES THAT WERE MOST FREQUENTLY COMMUNICATED IN THE ANALYSED COVERAGE.

Chart 3

HAS THE PEOPLE’S INTEREST AT HEART

> “[Dr Amy Khor, chairman of government portal REACH] said the Budget will help manage key challenges like slower economic growth, income inequality and the ageing population. She said: ‘It is also a Budget with a heart because it has got targeted schemes to help the elderly, low income and disabled, as well as local companies to help them restructure.’ She also noted the ‘stepped-up efforts to give social support assurance to vulnerable groups’ such as the elderly, the low income and the disabled” (Today, 20 February 2012).

IS FOCUSED ON THE LONG TERM

> “Seen in that light, Mr Tharman’s unwavering stance on foreign workers (and indeed his move to tighten the supply further in some sectors) is really tough love. So, too, are the measures announced to help small and medium-sized enterprises, a group that has been crying out for more attention as business costs rise. Instead of taking the easy option of handing out rental and other rebates, the Finance Minister has put his money into grants and schemes that will modernise their operations and upgrade the skills of their workers –

initiatives that will leave a more lasting effect” (The Straits Times, 18 February 2012).

IS FOCUSED ON INCREASING PRODUCTIVITY

> “Small and medium enterprises (SMEs) were given a Budget that had a clear message: Shape up by raising productivity, or face the risk of being shipped out. Using a carrot and stick approach to spur firms to raise efficiency levels, Deputy Prime Minister Tharman Shanmugaratnam yesterday announced that the government will double the maximum cash payout to firms that tap into the Productivity and Innovation Credit (PIG) scheme” (The Business Times, 18 February 2012).

BENEFITS STAKEHOLDERS

> “[The Budget] reinforces the government’s determination to buttress, and where necessary, remodel economic and social foundations to give individuals and businesses alike the means to cope and overcome global economic uncertainties that still lie ahead. The Budget also addresses concerns from a population that has griped about the growing number of foreign workers, the

26

20

19

15

10

10

8

7

0 5 10 15 20 25 30

HAS THE PEOPLE'S INTEREST AT HEART

IS FOCUSED ON THE LONG TERM

IS FOCUSED ON INCREASING PRODUCTIVITY

BENEFITS STAKEHOLDERS

IS INCLUSIVE

IS NOT INCLUSIVE

DOES NOT BENEFIT STAKEHOLDERS

IS NOT FOCUSED ON THE SHORT TERM

VOLUME

FAV UNFAV


squeeze on buses and other modes of the public transport system, and worries – especially among the lower-income – about not having enough to get by on as Singaporeans work and live longer” (The Straits Times, 18 February 2012).

IS INCLUSIVE

> “However, [Finance Minister and Deputy Prime Minister Tharman Shanmugaratnam] might have surprised people by the extent of measures to boost inclusiveness and social equity – themes that have not traditionally dominated budgets in Singapore, but which have come to occupy an increasingly prominent place on the government’s agenda” (The Business Times, 18 February 2012).

IS NOT INCLUSIVE

> “Association of Women for Action and Research (Aware) expressed concern that the government paid little attention to women at the Budget statement recently … Measures only benefit those who work or are willing to return to employment. Aware drew attention to the fact that most older women no longer work. Last year, only 55.1 percent of women between 55 and 59 were in employment compared to 85.7 percent of men in the same age group. Most women stop working to be housewives and that it is not easy for them to find work in formal sectors, said Aware” (Berita Minggu, 19 February 2012).

DOES NOT BENEFIT STAKEHOLDERS

> “Instead of redundant, to be more exact I will say I find this budget announced by Deputy Prime Minister and Finance Minister Tharman Shanmugaratnam to be very strange. It is as if the Singapore government knows what is needed by Singaporeans but is unsure how much to push to give the benefits needed by the disadvantaged. So the budget is filled with half-hearted measures that don’t do enough. More than anything, I find that disappointing” (Musings from the Lion City, 20 February 2012).

IS NOT FOCUSED ON THE SHORT TERM

> “[It] is imperative to note that the government has not taken too kindly to stimulus measures, opting instead, to invest on a long term basis. However astute as it might be, this leaves the short and medium term vulnerable to exposure to an external shock … Being an export driven economy, we are often faced with upheavals in the economic and financial market. In particular, any shock factors experienced in the US market is felt exponentially here in Singapore” (The Online Citizen, 21 February 2012).

WHAT MEDIA SAYS

[FINANCE MINISTER AND DEPUTY PRIME MINISTER THARMAN SHANMUGARATNAM] MIGHT HAVE SURPRISED PEOPLE BY THE EXTENT OF MEASURES TO BOOST INCLUSIVENESS AND SOCIAL EQUITY – THEMES THAT HAVE NOT TRADITIONALLY DOMINATED BUDGETS IN SINGAPORE, BUT WHICH HAVE COME TO OCCUPY AN INCREASINGLY PROMINENT PLACE ON THE GOVERNMENT’S AGENDA. The Business Times, 18 February 2012


Leading Media

NOTE

THE CHART ABOVE SHOWS THE EIGHT PRINT AND ONLINE MEDIA THAT PROVIDED OPINION MOST FREQUENTLY ON THE BUDGET 2012. FORUMS WERE ANALYSED AS ONE PAGE OF POSTS BEING EQUIVALENT TO ONE MEDIA REPORT.

Chart 4

8 6 5 3 3 4

2

2

3

3 2 2 2 4 23

13

9 8 7 6 6 6 5

57.3

61.1

55.6

52.1 53.3

44.2

55.0

49.0

30

40

50

60

70

0

8

16

24

32

THE STRAITS TIMES

LIANHE ZAOBAO

TODAY THE ONLINE CITIZEN

BERITA HARIAN SAM'S ALFRESCO COFFEE

BUSINESS TIMES HARDWAREZONE.COM

FA

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Leading Spokespeople/Commentators

NOTE

THIS CHART SHOWS THE GOVERNMENT SPOKESPEOPLE AND OTHER COMMENTATORS ON THE BUDGET WHO WERE CITED MOST FREQUENTLY IN THE ANALYSED COVERAGE. THE AVERAGE FAVOURABILITY RATINGS HERE INDICATE THE AVERAGE TONE OF THE OVERALL MEDIA REPORTS THAT MENTIONED THE SOURCE – NOT THE FAVOURABILITY OF COMMENTS BY THE INDIVIDUAL SPOKESPEOPLE AND COMMENTATORS.

Chart 5

116

3 2

2

3 2

13

6

3 3 2 2 2

66.5 69.2

46.7

61.7

35.0

50.0

75.0

10

30

50

70

90

0

6

12

18

24

THARMAN SHANMUGARATNAM,

DEPUTY PRIME MINISTER &

FINANCE MINISTER

HALIMAH YACOB, MINISTER OF STATE FOR COMMUNITY

DEVELOPMENT, YOUTH & SPORTS

MANU BHASKARAN, CENTENNIAL ASIA CONSULTING CEO

HAZEL POA, NSP CANDIDATE FOR

CHUA CHU KANG GRC

KIT WEI ZHENG, CITI ECONOMIST

SELENA LING, OCBC HEAD OF

TREASURY RESEARCH & STRATEGY

HENG SWEE KEAT, MINISTER OF EDUCATION

FA

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FAV COMMENT NEU COMMENT UNFAV COMMENT AVG FAV

WHAT MEDIA SAYS

“MINISTER OF STATE FOR COMMUNITY DEVELOPMENT, YOUTH AND SPORTS HALIMAH YACOB FELT IT IS ‘NOT A BUDGET FOR [THE] SHORT-TERM’. ‘IT IS INVESTMENT IN THE LONG TERM IN OUR CHILDREN, YOUNG PEOPLE, TEACHERS, SYSTEM, AND ALSO INVESTMENT IN OUR LOW INCOME FAMILIES WHICH IS THE KEY TO SOCIAL MOBILITY.” Today on Sunday, 19 February 2012

SINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17– 22 FEBRUARY 2012 PAGE / 12

Trend

NOTE

THIS CHART SHOWS THE TREND IN VOLUME AND FAVOURABILITY OF MEDIA REPORTS THAT PROVIDED OPINION ABOUT THE BUDGET 2012 BETWEEN FRIDAY 17 FEBRUARY AND WEDNESDAY 22 FEBRUARY 2012.

Chart 6

18

10 8 7 42

22 4

3

5

44

8

6

24

1614

19

5

44.2

60.658.1

54.3

51.154.0

30

40

50

60

70

0

12

24

36

48

17/02/2012 18/02/2012 19/02/2012 20/02/2012 21/02/2012 22/02/2012

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SINGAPORE BUDGET 2012 / MEDIA ANALYSIS REPORT / 17– 22 FEBRUARY 2012 PAGE / 13

Methodology

Best-Practice Media Analysis Media Monitors’ best-practice media analysis uses a systematic approach to turn media content into meaningful data. This approach analyses media content both quantitatively and qualitatively.

Media Monitors uses the CARMA® media content analysis methodology, which is internationally recognised as one of the leading commercial systems available. CARMA® (Computer Aided Research and Media Analysis) uses advanced technology to quantify media content, and human intelligence to provide qualitative insight and analysis.

Media Monitors uses the CARMA® methodology to qualitatively analyse media coverage by taking into account multiple variables. These include the:

> Placement of media reports (front page or lead item in broadcast media and websites);

> Positioning of organisation discussion (headline, prominent mentions, passing mentions);

> Image (photos, illustrations, charts, cartoons, or the image content of video);

> Topics discussed in the media and their relative importance to the client organisation;

> Messages , both favourable and unfavourable, communicated in media reports;

> Sources quoted (both organisation representatives and other individuals who make relevant comments in the media); and

> Tone of content (extreme language, adjectives and adverbs, metaphors or similes and other figures of speech).

An aggregate score is calculated based on these multiple variables and presented on a 0–100 scale where 50 is neutral . This is an overall rating of the favourability of each media report towards the client organisation (and, if relevant, other organisations or competitors). This aggregate score is called the CARMA® Favourability Rating.

The average favourability is the aggregated rating of the media coverage analysed. This can identify the potential impact of media reporting, and can be used to identify trends and establish benchmarks for future data.

The criteria for analysis (such as topics and specific key messages) are set up uniquely for each individual client by a team of media analysis experts. These experts bring their industry knowledge to identify

Average Favourability Explained

key issues and attitudes that appear in the media, answer clients’ key questions, and, where relevant, provide recommendations for further action.

The consistency of analysis is ensured in three key ways:

> Most of the variables analysed are objective criteria (such as media name, positioning, sources’ names);

> The somewhat more subjective topics and messages are identified by either exact phrasing or acceptable alternatives, provided to researchers before analysis begins; and

> Media Monitors uses multiple researchers on projects to minimise individual subjectivity.

AMEC Membership Media Monitors is a member of the Association for Measurement and Evaluation of Communication (AMEC), the leading international organisation for communication and media research based in the UK and fully complies with its strict standards (see www.amecorg.com).

Media Monitors’ Award-Winning Media Analysis and Evaluation

AMEC Communication Effectiveness Awards 2010

> Gold – Best use of communication measurement: public sector

> Gold – Best use of measurement for a single event

> Silver – Best use of communication measurement: business-to-consumer

> Bronze – Best use of communication measurement: not-for-profit

Singapore Budget 2012 Media Analysis

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