Mandarinising Singapore: A critical analysis of slogans in Singapore’s ‘Speak Mandarin’ campaign

Abstract

AbstractThis paper spotlights one of Singapore’s most enduring, well-known, and controversial campaigns, the ‘Speak Mandarin’ campaign. It traces the campaign’s history and evolution from the time it was first launched in 1979 to 2004, with a view to critically examine the ideologies embedded within the discursive structures of the slogans used. Broadly adhering to the principles and orientations of critical linguistics and using Halliday’s systemic-functional grammar as aframework of analysis, this study uncovers ideologies pointing to an asymmetrical power structure between the government and the people of Singapore, possible traces of linguistic chauvinism, and a political leadership that is generally distant and aloof, imposing the burden of speaking Mandarin unilaterally on the people instead of constructing it as a shared responsibility. The paper concludes with a critical appraisal of the ‘Speak Mandarin’ campaign, focusing on its social, political, and cultural ramfications.Keywords: ‘Speak Mandarin’national campaignsslogansMandarinSingaporecritical linguistics Additional informationNotes on contributorsPeter TeoPeter Teo is currently an Assistant Professor at the National Institute of Education, Nanyang Technological University, Singapore. He recently obtained his PhD in linguistics from Lancaster UniverSity, UK. His research interests include critical discourse analysis, media discourse, and literacy education. [email: cspteo@nie.edu.sgj