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Speak Mandarin Campaign

The Speak Mandarin Campaign was launched by then Prime Minister Lee Kuan Yew on 7 September 1979. Its objective was to simplify the language environment and improve communication amongst Chinese Singaporeans by creating a Mandarin-speaking environment. Its initial target audience was all Chinese Singaporeans, with a primary message to speak Mandarin in place of dialects to help them better appreciate their culture and heritage.

In the 1970s, it was believed that the use of dialects was hampering the bilingual educational policy for the Chinese. The initial goal of the campaign was for all young Chinese to stop speaking dialects in 5 years and for Mandarin to be established as language of choice in public places such as coffeeshops and hawker centres in 10 years. The Speak Mandarin campaign was originally run by the Committee to Promote the Use of Mandarin headed by Ow Chin Hock (Dr).

The campaign focused on creating awareness through publicity and getting community involvement. Measures taken in the yearly campaigns included gradual phasing out of dialect programmes over radio and television, organisation of forums and provision of resources to facilitate learning of Mandarin. Slogans and posters depicting themes of the yearly campaigns were produced and displayed in public places. Chinese civil servants were asked to refrain from using dialects during office hours. Civic organisations and the media organised events and competitions to promote use of Mandarin and encouraged students to master the language. Parents were also encouraged to use hanyu pinyin in their children's birth certificates.

To mark the 20th year of campaign, the committee in-charge was renamed Promote Mandarin Council. It was launched with a new logo in 1998. It also started targeting English-educated Chinese Singaporeans to encourage them to speak Mandarin, as research indicated that Mandarin was losing ground among English-educated Chinese Singaporeans. The new direction was to build up a community of Chinese Singaporeans with a high command of Mandarin, as well as an appreciation of Chinese culture, traditions and history.

The Speak Mandarin Campaign succeeded in changing the language habits of Chinese Singaporeans. Most Chinese Singaporeans have now switched from dialects to Mandarin. However, its continued challenge is the passing on of Chinese culture as opposed to the influence of Western popular culture.



Author
Lim Siew Yeen



References
Gopinathan, S. (1998). Language, society and education in Singapore: Issues and trends (pp. 23-26, 345- 346). Singapore: Times Academic Press.
(Call no.: RSING 306.4495957 LAN)

Hua ren, hua yu, hua wen [Mandarin: The Chinese connection]. (2000). Xin jia po: Tui guang hua yu li shi hui.
(Call no.: RSING 306.4495957 MAN) 

Tui guang hua yu yun dong kai mu yan jiang zhuan ji, 1979-1989 [Speak Mandarin Campaign launching speeches, 1979-1989]. (1989). Singapore: Ministry of Communication and Information, Mandarin Campaign Secretariat.
(Call no.: RSING 495.1095957 SPE)

Lee to launch 'use Mandarin campaign'. (1979, September 7). The Straits Times, p. 1. 

New logo for Speak Mandarin Campaign. (1998, August 7). The Straits Times, p. 59. 

Promote Mandarin Council. (2001). History and background. Retrieved October 1, 2002, from mandarin.org.sg/campaign/history/default.htm


Further Readings
Kuo, E. C. Y. (1983). "Speak Mandarin Campaign" as a form of language planning in Singapore. Hawaii: Conference on Linguistic Modernization and Language Planning in Chinese-Speaking Communities.
(Call no.: RCLOS 306.4495957 KUO) 

The information in this article is valid as at 2002 and correct as far as we are able to ascertain from our sources. It is not intended to be an exhaustive or complete history of the subject. Please contact the Library for further reading materials on the topic.

Subject
Politics and Government>>Education
Events>>National Campaigns
Singapore--Campaigns
Language and education--Singapore
Law and government>>Public education
Law and government>>Culture and community>>Heritage
People and communities>>Social interaction>>Communication



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