Turning the ‘domino theory’ upside down in Asia: Advertising and Singapore's cultural evolution

In the past three decades Singapore has experienced tremendous economic growth. At the same time this capitalist island‐nation has also experienced a steady erosion of traditional values. After observing how government leaders often accused advertising of promoting undesirable, ‘Western cultural values’, the authors began this study by examining the role of advertising in Singapore's struggle to maintain its Confucian heritage. The results suggest that advertising may be a significant catalyst for social and cultural change in this rapidly developing nation. However, as research on the topic went deeper, many other factors, including social engineering, meritocracy, and a mandatory English language policy seemed to play significant roles in Singapore's complex cultural evolution. In the end, one question begs asking: By forging ahead in its quest for economic leadership in the region, is Singapore turning the old ‘domino theory’ upside down in Asia?