Thorns and beyond : the story of the durian
This paper details and evaluates Thorns and Beyond, a three month public relations campaign that celebrates the act of storytelling in Singapore’s food culture. The initiative was targeted at local university students aged 19 to 26 and focused on advocating the durian as a medium through which stori...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/63375 |
| _version_ | 1826122616799232000 |
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| author | Moy, Martina Yanming Foo, Peiying Loh, Wanda Phieh Hsi |
| author2 | Ferdinand de Bakker |
| author_facet | Ferdinand de Bakker Moy, Martina Yanming Foo, Peiying Loh, Wanda Phieh Hsi |
| author_sort | Moy, Martina Yanming |
| collection | NTU |
| description | This paper details and evaluates Thorns and Beyond, a three month public relations campaign that celebrates the act of storytelling in Singapore’s food culture. The initiative was targeted at local university students aged 19 to 26 and focused on advocating the durian as a medium through which stories are formed, recalled and shared. Discourse about local food in Singapore is often limited to preparation and consumption. As such, Thorns and Beyond delves into the oft-overlooked cultural aspects: the multitude of tradition, stories and human experiences that have arose as a result of one particular fruit – the durian. Storytelling informs the tactics and programming used in the campaign to spread awareness of stories about the durian and creating opportunities for the target audience to share their own stories. This paper presents the academic and formative research that led to the conceptualisation and execution of the campaign, as well as the key strategy and tactics employed. The results and effectiveness of the campaign are then evaluated and future recommendations are drawn. The appendices which follow contain the written, transcribed and pictorial documentation of the campaign process. |
| first_indexed | 2024-10-01T05:51:23Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/63375 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:51:23Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/633752019-12-10T13:51:55Z Thorns and beyond : the story of the durian Moy, Martina Yanming Foo, Peiying Loh, Wanda Phieh Hsi Ferdinand de Bakker Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Cultural studies This paper details and evaluates Thorns and Beyond, a three month public relations campaign that celebrates the act of storytelling in Singapore’s food culture. The initiative was targeted at local university students aged 19 to 26 and focused on advocating the durian as a medium through which stories are formed, recalled and shared. Discourse about local food in Singapore is often limited to preparation and consumption. As such, Thorns and Beyond delves into the oft-overlooked cultural aspects: the multitude of tradition, stories and human experiences that have arose as a result of one particular fruit – the durian. Storytelling informs the tactics and programming used in the campaign to spread awareness of stories about the durian and creating opportunities for the target audience to share their own stories. This paper presents the academic and formative research that led to the conceptualisation and execution of the campaign, as well as the key strategy and tactics employed. The results and effectiveness of the campaign are then evaluated and future recommendations are drawn. The appendices which follow contain the written, transcribed and pictorial documentation of the campaign process. Bachelor of Communication Studies 2015-05-13T04:20:58Z 2015-05-13T04:20:58Z 2015 2015 Final Year Project (FYP) http://hdl.handle.net/10356/63375 en Nanyang Technological University 60 p. application/pdf application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication::Cultural studies Moy, Martina Yanming Foo, Peiying Loh, Wanda Phieh Hsi Thorns and beyond : the story of the durian |
| title | Thorns and beyond : the story of the durian |
| title_full | Thorns and beyond : the story of the durian |
| title_fullStr | Thorns and beyond : the story of the durian |
| title_full_unstemmed | Thorns and beyond : the story of the durian |
| title_short | Thorns and beyond : the story of the durian |
| title_sort | thorns and beyond the story of the durian |
| topic | DRNTU::Social sciences::Communication::Cultural studies |
| url | http://hdl.handle.net/10356/63375 |
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