Singapore Budget 2012 Media Analysis Report Summary

Media Analysis Report
17–22 February 2012
Prepared for
Singapore Budget 2012

Contents
INTRODUCTION 3 LEADING MEDIA 10

EXECUTIVE SUMMARY 4 LEADING SPOKESPEOPLE/COMMENTATORS 11
ARTICLE TYPE 6 TREND 12

LEADING TOPICS 7 METHODOLOGY 13

LEADING MESSAGES 8

Introduction

The sample, derived from print and internet monitoring
This document presents the results NOTE
by Media Monitors, included the following media:
MEDIA MONITORS’
of media analysis of coverage of the Print MEDIA ANALYSIS
> Berita Harian/Berita Minggu REPORTS USE THE
Budget 2012 between Friday 17 > Business Times CARMA®
> Lianhe Wanbao METHODOLOGY – FOR
February and Wednesday 22 > Lianhe.Zaobao MORE INFORMATION,
> My Paper SEE PAGE 13.
February 2012. > Shin Min Daily News
> Tamil Murasu
> The New Paper
The objective of this media analysis was to measure > The Straits Times
media response to the FY2012 budget announcement > Today/Weekend Today
in terms of favourability. This study identifies key
topics and messages that were communicated in the Online
media discussion.
> Aware.org.sg
The sample analysed consisted of print and internet > VR-zone
media reports, as well as user-generated content > Musings from the Lion City
(blogs and forums), that were published during the > Hardware Zone Singapore
period, and that contained opinion about the FY2012 > Martin Lee @ Sg
Budget. The Budget was announced on Friday,17 > My Autoblog
February 2012 by Deputy Prime Minister and Finance > Sam’s Alfresco Coffee
Minister, Tharman Shanmugaratnam. > 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.

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

Executive Summary

Key Findings
Table 1 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
KEY METRICS the use of foreign labour that were cited included Singaporean demographics,
TOTAL VOLUME 84 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
AVERAGE FAVOURABILITY 55.4 was unattractive to Singaporean nationals, and skilled foreign employees.
LEADING STORY FOCUS (REPORTS) PUBLIC ISSUES (51) > Relating to this, SMEs were prominently discussed in the analysed coverage,
LEADING MESSAGE (MENTIONS) HAS THE PEOPLE’S INTEREST AT HEART (26)
often in the context of the tightened labour market (23 mentions of SMEs,
making it the fifth leading topic). Although concerns were frequently raised
LEADING SPOKESPERSON THARMAN SHANMUGARATNAM, DEPUTY PRIME about SMEs in relation to foreign labour cuts, coverage of this topic was the
(MENTIONS) MINISTER & FINANCE MINISTER (13) 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
LEADING MEDIA (REPORTS) THE STRAITS TIMES (13)
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
> A total of 84 print and online media reports collated between 17 and 22 productivity grants, subsidised training, the Renovation and Refurbishment
February 2012 were identified as containing opinion on the FY2012 Singapore Deduction scheme, and Special Employment Credit (SEC).
Budget. Overall, this media coverage was moderately favourable in tone, with
> Senior citizens were also very commonly mentioned in the analysed coverage
an average rating of 55.4 (see page 13 for further discussion of the CARMA
as key beneficiaries of the 2012 Budget. Of the eight most frequently discussed
favourability scale, where 50.0 is neutral and 60.0 is highly favourable).
topics, six related to seniors, namely: individual tax and subsidies, ageing
> Stories relating to the Singapore public were the most common (61% of the total population, CPF, public healthcare, older/disabled workers and housing. Some
analysed coverage), followed by stories on the overall economy (21%) and the of the discussed incentives that catered for seniors were subsidies for families
private sector (14%). Only 4% of the analysed reporting focused on the public and homes that care for the elderly, the MediShield allocation, the Silver
sector, and these reports discussed the defence ministry allocation or Housing bonus, increased CPF contribution rates for older workers, and
prominently featured views on the Budget from government officials. incentives for employers who hire seniors.
> With the bulk of reports focusing on the Singapore public, the topic that was > On average, housing was the least favourably discussed of the leading topics
most favourably and frequently discussed was individual tax and subsidies (21 mentions, 52.1 average rating). While half of the coverage of this issue was
(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
→ SIX OUT OF THE EIGHT LEADING
average rating of this coverage was favourable (56.1 average rating). Media TOPICS IN THE ANALYSED MEDIA
discussion about the lowered dependency ratio ceilings (DRCs) was polarised
between two different subjects: on the one hand, concern expressed by
COVERAGE RELATED TO SENIORS
businesses – particularly small and medium enterprises (SMEs) – that are


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. WHAT MEDIA SAYS
> The top five leading messages to appear in reporting were favourable, followed “POLICY WONKS MUST BE HONEST AND
by three unfavourable messages. The most prominent favourable messages COURAGEOUS ENOUGH TO ADMIT THAT THE SINGLE
were has the people’s interest at heart (26 mentions), is focused on the long BIGGEST MISMANAGED ECONOMIC FACTOR THAT
term (20 mentions) and is focused on increasing productivity (19 mentions).
These messages were conveyed in reporting about the benefits proposed in the HAS BROUGHT US OUR DISMAL POPULATION
Budget for different stakeholders, as previously discussed, as well as in reports FIGURES TODAY ARE THE SKY-HIGH LAND AND
on economic restructuring, particularly with regard to labour and productivity. PROPERTY PRICES”
> The three most prominent unfavourable messages were is not inclusive (ten Law Kim Hwee, The Straits Times, 18 February 2012
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
(six forum pages, 44.2 average rating) and Hardwarezone.com (five forum
chart 3); however, much of the criticism pertained to the exclusion of middle
pages, 49.0 average rating). Although these sites were considerably less
income earners, of women of different age groups, of singles and young adults
favourable than the analysed print media, the least favourable of the leading
including single parents. The message that the Budget does not benefit
internet media was still only moderately unfavourable on average (Sam’s
stakeholders was often conveyed in coverage about inflation, high living costs
Alfresco Coffee, 44.2 average rating) (see chart 4 for Leading Media).
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 > A total of six articles/forum pages that included comment on the Budget were
focused on the overall economy typically pointed out that the Budget seemed to posted on analysed blogs and forums on the day of the announcement (17
neglect imminent short-term challenges; these communicated that the Budget is February), and these were moderately negative overall (44.2 average rating).
not focused on the short term. However, a few of the same reports additionally Reporting peaked on the day following the Budget announcement, with wider
suggested that the government had reserves upon which it could draw if a crisis print coverage in addition to online (24 total reports on 18 February, 60.6
did break out (see examples in the Leading Messages section). average rating). The favourability of opinion coverage steadily declined over the
subsequent three days. Opinion coverage spiked again on 21 February, when
> The leading spokespeople to be quoted in coverage of the Budget comprised a
discussion of the Budget was both critical and balanced (19 articles that had an
mix of government spokespeople and third-party commentators. The most
average rating of 51.1, very close to neutral). This included four opinion articles
prominent spokespeople were the Deputy Prime Minister/Finance Minister (13
by columnists, three letters-to-the-editor, an editorial and two blog posts.
reports, 66.5 average rating) and the Minister of State for Community
Coverage that expressed opinions about the Budget dropped drastically on 22
Development, Youth and Sports (six reports, 69.2 average rating; see chart 5).
February to a total of five reports (see chart 6 for Trend).
> Of the analysed print media, The Straits Times led opinion reporting on the
> Although there was active media debate about the social dynamics between the
Budget (13 reports, 57.3 average favourability), followed by Lianhe Zaobao
ageing population, foreign labour, rising living costs and the low birth rate,
(nine reports, 61.1 average rating) and Today (eight reports, 55.6 average
analysed coverage did not explicitly discuss the fact that the population
rating). A third of the articles from Lianhe Zaobao were slightly to moderately
challenges facing Singapore are similar to those faced by other developed
unfavourable towards the Budget, discussing challenges that the Budget posed
Asian countries such as Japan and South Korea. This comparative approach
to businesses; however, four out of the nine reports by the Chinese-language
may better contextualise the Budget recommendations in light of the aims to
media were highly favourable (70.0 or higher rating), and praised the support
preserve the country’s culture and sustain its growth.
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


Article Type

Chart 1 NOTE
80 70
65.7
THIS CHART SHOWS THE TYPES OF ARTICLES IN
ANALYSED PRINT AND ONLINE MEDIA. NEWS,
58.8 59.1 OPINION, LETTERS-TO-THE-EDITOR AND
60 60
EDITORIALS WERE FROM PRINT MEDIA OR

FAVOURABILITY
WERE ONLINE VERSIONS OF PRINT. THESE
VOLUME

37 47.9 INCLUDE ONLINE VERSIONS OF ARTICLES THAT
40 50
45.0 WERE SYNDICATED ON BLOGS.
9
3 21 BLOGS AND FORUMS HERE REFER TO USER-
20
11
40 GENERATED CONTENT AS OPPOSED TO MEDIA-
11 8
25 7 GENERATED COVERAGE.
4
8 7 5
6
0 30
NEWS BLOGS & FORUMS OPINION LETTER-TO-EDITOR EDITORIAL
FAV NEU UNFAV AVG FAV


Leading Topics

Chart 2
80 70

60.7 61.1 61.4
60.0
58.6
60 57.5 60
56.1

FAVOURABILITY
52.1
VOLUME

39
40 32 50
6 28
4 26
23 22 21 21
11
4 5
20 5 40
6 4 3 7
29
21 4
19 15 17 15 15
10
0 30
INDIVIDUAL TAX FOREIGN LABOUR AGEING CPF SME PUBLIC OLDER/ DISABLED HOUSING
AND SUBSIDIES POPULATION HEALTHCARE WORKERS

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.


Leading Messages

Chart 3 NOTE
VOLUME
THIS CHART SHOWS THE EIGHT MESSAGES
0 5 10 15 20 25 30
THAT WERE MOST FREQUENTLY
HAS THE PEOPLE'S INTEREST AT HEART 26 COMMUNICATED IN THE ANALYSED COVERAGE.

IS FOCUSED ON THE LONG TERM 20

IS FOCUSED ON INCREASING PRODUCTIVITY 19

BENEFITS STAKEHOLDERS 15

IS INCLUSIVE 10

IS NOT INCLUSIVE 10

DOES NOT BENEFIT STAKEHOLDERS 8

IS NOT FOCUSED ON THE SHORT TERM 7

FAV UNFAV
initiatives that will leave a more lasting effect” (The Straits Times, 18 February
HAS THE PEOPLE’S INTEREST AT HEART
2012).
> “[Dr Amy Khor, chairman of government portal REACH] said the Budget will
help manage key challenges like slower economic growth, income inequality IS FOCUSED ON INCREASING PRODUCTIVITY
and the ageing population. She said: ‘It is also a Budget with a heart because it
> “Small and medium enterprises (SMEs) were given a Budget that had a clear
has got targeted schemes to help the elderly, low income and disabled, as well
message: Shape up by raising productivity, or face the risk of being shipped out.
as local companies to help them restructure.’ She also noted the ‘stepped-up
Using a carrot and stick approach to spur firms to raise efficiency levels, Deputy
efforts to give social support assurance to vulnerable groups’ such as the
Prime Minister Tharman Shanmugaratnam yesterday announced that the
elderly, the low income and the disabled” (Today, 20 February 2012).
government will double the maximum cash payout to firms that tap into the
Productivity and Innovation Credit (PIG) scheme” (The Business Times, 18
IS FOCUSED ON THE LONG TERM
February 2012).
> “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 BENEFITS STAKEHOLDERS
love. So, too, are the measures announced to help small and medium-sized
> “[The Budget] reinforces the government’s determination to buttress, and where
enterprises, a group that has been crying out for more attention as business
necessary, remodel economic and social foundations to give individuals and
costs rise. Instead of taking the easy option of handing out rental and other
businesses alike the means to cope and overcome global economic
rebates, the Finance Minister has put his money into grants and schemes that
uncertainties that still lie ahead. The Budget also addresses concerns from a
will modernise their operations and upgrade the skills of their workers –
population that has griped about the growing number of foreign workers, the


DOES NOT BENEFIT STAKEHOLDERS
squeeze on buses and other modes of the public transport system, and worries > “Instead of redundant, to be more exact I will say I find this budget announced
– especially among the lower-income – about not having enough to get by on as by Deputy Prime Minister and Finance Minister Tharman Shanmugaratnam to
Singaporeans work and live longer” (The Straits Times, 18 February 2012). 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
IS INCLUSIVE 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
> “However, [Finance Minister and Deputy Prime Minister Tharman City, 20 February 2012).
Shanmugaratnam] might have surprised people by the extent of measures to
boost inclusiveness and social equity – themes that have not traditionally
IS NOT FOCUSED ON THE SHORT TERM
dominated budgets in Singapore, but which have come to occupy an
increasingly prominent place on the government’s agenda” (The Business > “[It] is imperative to note that the government has not taken too kindly to
Times, 18 February 2012). 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
IS NOT INCLUSIVE 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
> “Association of Women for Action and Research (Aware) expressed concern shock factors experienced in the US market is felt exponentially here in
that the government paid little attention to women at the Budget statement Singapore” (The Online Citizen, 21 February 2012).
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).

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

Chart 4
32 70

61.1
24 57.3 60
55.6

FAVOURABILITY
55.0
53.3
52.1
VOLUME

49.0
16 13 50
44.2
3 9
8
2 7
8 6 6 6 40
3 2 5
2
2 2
8 2 4 3
6 5
3 3 4
0 30
THE STRAITS LIANHE TODAY THE ONLINE BERITA HARIAN SAM'S ALFRESCO BUSINESS TIMES HARDWAREZONE.
TIMES ZAOBAO CITIZEN COFFEE COM

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.


Leading Spokespeople/Commentators

Chart 5 NOTE

24 90
THIS CHART SHOWS THE GOVERNMENT
75.0
SPOKESPEOPLE AND OTHER COMMENTATORS
66.5
69.2 ON THE BUDGET WHO WERE CITED MOST
18 61.7 70 FREQUENTLY IN THE ANALYSED COVERAGE.

FAVOURABILITY
13
50.0 THE AVERAGE FAVOURABILITY RATINGS HERE
VOLUME

46.7
12 2 50 INDICATE THE AVERAGE TONE OF THE OVERALL
35.0 MEDIA REPORTS THAT MENTIONED THE
6
SOURCE – NOT THE FAVOURABILITY OF
6 11 30
3 3 COMMENTS BY THE INDIVIDUAL SPOKESPEOPLE
2 2 2
6
3 3 2 2
AND COMMENTATORS.
0 10
THARMAN HALIMAH YACOB, MANU BHASKARAN, HAZEL POA, KIT WEI ZHENG, SELENA LING, HENG SWEE KEAT,
SHANMUGARATNAM, MINISTER OF CENTENNIAL ASIA NSP CANDIDATE CITI ECONOMIST OCBC HEAD OF MINISTER OF
DEPUTY PRIME STATE FOR CONSULTING CEO FOR TREASURY EDUCATION
MINISTER & COMMUNITY CHUA CHU KANG RESEARCH &
FINANCE MINISTER DEVELOPMENT, GRC STRATEGY
YOUTH & SPORTS

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


Trend

Chart 6 NOTE
48 70
THIS CHART SHOWS THE TREND IN VOLUME
AND FAVOURABILITY OF MEDIA REPORTS THAT
60.6
58.1 PROVIDED OPINION ABOUT THE BUDGET 2012
36 60
BETWEEN FRIDAY 17 FEBRUARY AND

FAVOURABILITY
54.3 54.0
WEDNESDAY 22 FEBRUARY 2012.
51.1
VOLUME

24
24 50
5 19
44.2 16
14
4 8
12 2 4 40
6 18 2 4 5
3 10 8 7
2 4
0 30
17/02/2012 18/02/2012 19/02/2012 20/02/2012 21/02/2012 22/02/2012

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

Methodology

Best-Practice Media Analysis
Media Monitors’ best-practice media analysis uses a An aggregate score is calculated based on these key issues and attitudes that appear in the media,
systematic approach to turn media content into multiple variables and presented on a 0–100 scale answer clients’ key questions, and, where relevant,
meaningful data. This approach analyses media where 50 is neutral. This is an overall rating of the provide recommendations for further action.
content both quantitatively and qualitatively. favourability of each media report towards the client
The consistency of analysis is ensured in three key
organisation (and, if relevant, other organisations or
Media Monitors uses the CARMA® media content ways:
competitors). This aggregate score is called the
analysis methodology, which is internationally
CARMA® Favourability Rating. > Most of the variables analysed are objective
recognised as one of the leading commercial systems
criteria (such as media name, positioning,
available. CARMA® (Computer Aided Research and The average favourability is the aggregated rating of
sources’ names);
Media Analysis) uses advanced technology to the media coverage analysed. This can identify the
quantify media content, and human intelligence to potential impact of media reporting, and can be used > The somewhat more subjective topics and
provide qualitative insight and analysis. to identify trends and establish benchmarks for future messages are identified by either exact phrasing
data. or acceptable alternatives, provided to researchers
Media Monitors uses the CARMA® methodology to
before analysis begins; and
qualitatively analyse media coverage by taking into The criteria for analysis (such as topics and specific
account multiple variables. These include the: key messages) are set up uniquely for each individual > Media Monitors uses multiple researchers on
client by a team of media analysis experts. These projects to minimise individual subjectivity.
> Placement of media reports (front page or lead
experts bring their industry knowledge to identify
item in broadcast media and websites);
> Positioning of organisation discussion (headline, Average Favourability Explained
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).

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

AMEC Membership Media Monitors’ Award-Winning
Media Monitors is a member of the Association for Media Analysis and Evaluation
Measurement and Evaluation of Communication
(AMEC), the leading international organisation for AMEC Communication Effectiveness Awards 2010
communication and media research based in the UK > Gold – Best use of communication measurement:
and fully complies with its strict standards (see public sector
www.amecorg.com).
> 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 Report Summary

Singapore Budget 2012 Media Analysis Report Summary

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Singapore Budget 2012 Media Analysis Report Summary