Responding to the rapid adoption of new technologies, political parties, both incumbent parties and minor ones, have been quick to leverage web 2.0 technologies for party communication and mobilization. A coterie of work addressed how social media such as Facebook are used as political tools for the promotion of candidate and party campaign platforms. However, a present bias is observed as current literature focus on western democracies. To bridge the gap, this study examines the gradual, yet significant, evolution in technology deployment by the ruling elite in Singapore. This paper traces the developments in e-engagement to bridge the affective gap between the ruling elite and an increasingly IT-savvy population, one which has demonstrated its astuteness in using new media to articulate its disenchantment. Developments in the last five years indicate that the government's earlier endeavor to centralize and streamline its political engagement via a single portal, REACH, is insufficient to say the least. Between the general election in 2006 and the watershed election in May 2011, the repertoire of media tools deployed by the political elite has broadened, with the inclusion of personal blogs, Facebook, and Twitter. In this paper, we apply Kent and Taylor's public relations dialogic communication framework to examine how Facebook fosters greater mutuality, propinquity, and empathy between the government and the electorate. However, problems arising from new technologies themselves inadvertently create risks and challenge the government's ability to commit to dialogic communication.
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