The Research On Party Image Construction Of The People’s Action Party Of Singapore

The value of the image of the individual and the organization has become increasingly prominent.Since the concept of image was introduced to the field of political, the combination of different politicalsubjects have generated different concepts, which consist of party image. The party image is acomprehensive perception and a overall impression that left by a party to the public, which is based on theattribute、the symbols、the members and the ability of the party. A fine image is of great positivesignificance to a party for its own development, provides a secure and orderly ruling environment; improvethe initiative of the part diplomacy. Look through the parties all over the world, they increasingly value thematter of the “face”. They are trying to construct and improve their party images by promoting the conceptof governance that is expanding the representation of the people, designing the party symbols which areinspiring, emphasizing the importance of the party leader and improving the party ability of governing.The People’s Action Party of Singapore has always been aware of the matter of the party image. Basedon the half a century of ruling, there are objective conditions for it to construct its party image. Actually, ithas been done well in party image construction. We are trying to interpret the all-people image, the naturalimage and the elite image of the People’s Action Party from its party attribute, party symbols and partymembers. We also refine the three images on the base of its ruling ability, which are the image ofincorruption, the image of “people first” and the image of excellent performance. On the generalization ofthe context, we can summarize the three characteristics of the image-construction of the People’s ActionParty: pragmatic、continued and keeping pace with times. But a fine party image is not the achievement thatyou make a great effort to accomplish once and for all. Nowadays, the People’s Action Party are faced upwith some potential challenges during its image-construction. Firstly, the recruitment of political elites issuffering the multi-resistance, which makes the elite image construction facing difficulties. Secondly, it’sharder and harder to achieve a better performance during the long uninterrupted ruling. Thirdly, itsall-people image has been called into question for the party is standing farther and father from the masses.