Globalization and anti-Americanism: A study of Singaporean college students

Abstract

Scope and Method of Study: The purpose of this study was to examine the relationship between Singaporean college students' attitudes toward America and three mass mediated inputs (U.S. entertainment, U.S. multinational advertising and U.S. government sponsored communication). Participants in the study were 328 undergraduate students at the Management Development Institute of Singapore. Each student completed a questionnaire containing several attitudinal scales and demographic questions. The students also viewed five television commercials produced by the U.S. Department of State in a pre-post experiment of advertising effectiveness. ANOVAs, t-tests, Pearson's r, multiple regression and qualitative analysis were used to analyze data and provide answers to 20 research questions.

Findings and Conclusions: Overall, Singaporean college students held slightly negative attitudes toward America. However, the students felt more negative toward the U.S. government than the U.S. people. The students consume a large amount of U.S. entertainment (movies, TV shows, magazines, comics, etc.). Exposure to American media is positively related to attitudes toward America.

The students held slightly negative attitudes toward advertising overall. However, they felt positively about the economic effects of advertising for their nation. Positive attitudes toward advertising were positively correlated with attitudes toward America.

The students had mixed reactions to U.S. public diplomacy advertising. After viewing the five commercials, significant positive changes in attitude were found toward the U.S. government, U.S. people and how fairly Muslims are treated in America. However, qualitative analysis revealed many criticisms of the commercials, especially their one-sided, propaganda style format. Students expressed how much they admire the American culture and people but dislike the U.S. government and its foreign policy.