Professional Documents
Culture Documents
L. K. CHAN*
*University of New South Wales School of Design Studies PO Box 259 Paddington NSW 2021
AUSTRALIA, l.chan@unsw.edu.au
Abstract: The history of graphic design in a pluralist and relatively young society like Singapore is unconventional:
the existence of a distinctive graphic identity or style is yet to be developed, although paradoxically the collective
visual cultures of its three main ethnic communities - Chinese, Malay and Indian - span centuries of civilisation. Since
achieving nationhood in 1965 the choice of English as the language for education, science and technology, and trade
presents a problematic for Singapore which professes ‘Asian values’ but simultaneously, is wary of undesirable
‘Western’ influences especially upon the younger generation. Contemporary graphic design in Singapore shares
similarities with major cultural centres such as New York, London and Sydney; it has its share of a visual language
characteristic of a global consumer society. However, this paper aims to demonstrate that the post-war era offered a
brief but significant opportunity for self-expression of cultural, political and racial identities for the people of
Singapore during the transition from British rule to self independence in 1965. This paper examines graphic design
and Singapore in the context of national experience particularly during the 1950s and 1960s, and argues that post-war
regional and domestic political and socio-cultural issues which confronted the island state precipitated the
consciousness of identity and nationhood. This research is based on visual analysis of archival print-based materials
complemented by document analysis of historical records and government policy. This paper demonstrates that
graphic design in Singapore during the 1950s and 1960s contributed to the production and consumption of knowledge
about identity, nationality and race within the socio-cultural and political contexts of the era.
Key words: Graphic communication, national experience, post-war Singaporean identity
1. Introduction
The history of modern Singapore is about the social-cultural and political experience of itinerant workers and
immigrants from China, India, Malaya and Indonesia who were attracted to the island because of its strategic
trading location between East Asia and the West. Colonisation by foreign powers began in 1819 when Singapore
became an entrepot of the Straits Settlements, part of the British empire, and the island remained under British
Military Administration until 1946 in the post-war period. Self-government was attained in 1959, followed by the
union with Malaya in 1963 to form the independent nation of Malaysia. The union was brief and on 9 August
1965 the island state separated from the Federation of Malaysia as a consequence of unresolved disagreement in
political governance and ideology, and became a sovereign, democratic and independent nation. The Republic of
Singapore was formed on 22 December 1965, and is a member of the Commonwealth of Nations since 1965.
The island of Singapore - 14 miles from north to south, and 22 miles from east to west - is located in South
East Asia bounded by the Malay peninsula to the north, the Indonesian archipelago to the south and west, and
Kalimantan, Sarawak, Sabah and Brunei to the east. As a prosperous, multi-racial, Chinese-dominated, and
secular nation, Singapore lies within a neighbourhood with the largest Muslim population in the region. Racial
harmony is recognised by the Singaporean government as one of the most pertinent issues for security and
survival in the region, and it has been influential in the development of the nation’s identity, ideology and policy.
Moreover, most of the natural environment and space on the island has been developed for state and commercial
use, public and private housing, public amenities, light industries and recreation; Singapore’s only natural
resources are its citizens.
Three inter-related social constructs are significant to the post-war development of ideology, identity and
nationhood in Singapore and they form the basis of many government policies which influence the nation’s
collective psyche: multi-racialism, bilingualism and ‘shared values’. This ensemble of social meanings and
relations is presented to the individual citizen as an image and definition of Singaporean society, and may well act
as a set of guidelines for the model citizen. This paper focuses on the Chinese immigrants during post-war
Singapore by analysing contemporary print designs from the era which reflected the experience of the diaspora
and its various manifestations of social, cultural and political identity. In contrast to the social construction of
identity by the state in the post-war nation-building process, the production and consumption of graphic designs
by the Chinese diaspora offered a different perspective of the Singaporean experience and the communication of a
sense of belonging.