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

This 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.