National language has four official languages: English (Singapore English), Chinese, Malay and Tamil. Although English is the primary language of business, government, and education, Malay is designated as the national language. This is due to the geographical and historical ties to Malaysia as well as the recognition of ethnic Malays (about 14% of the population) as the indigenous people of Singapore. Traditionally, the lingua franca among the different ethnic groups in Singapore was Bazaar Malay, a Malay-based creole. Since independence, the government has been promoting English as the main language of Singapore. The bilingual education policy requires students to study two languages:
Political communication or "image". Reflecting on the relationship between political communication and contemporary agenda-building, Vian Bakir defines Strategic Political Communication (SPC) as comprising 'political communication that is manipulative in intent, that utilises social scientific techniques and heuristic devices to understand human motivation, human behavior and the media environment, to inform effectively what should be communicated – encompassing its detail and overall direction – and what should be withheld, with the aim of taking into account and influencing public opinion, and creating strategic alliances and an enabling environment for government policies – both at home and abroad'. There are many academic departments and