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Standard, colloquial, and strategic: a generic analysis of Singapore English in Healthier SG video campaigns

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Abstract
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ABSTRACT This paper analyses Singapore English in 25 Healthier SG YouTube videos to promote preventive healthcare, focusing on: (1) video genres and viewership, (2) thematic distribution of Standard Singapore English (SSE) and Colloquial Singapore English (CSE) across these genres, and (3) strategic functions of SSE and CSE in preventive healthcare communication. Using the genre analysis approach, five distinctive video genres are identified. Analysis using various linguistic models reveals that SSE functions as the foundational, authoritative code throughout the campaign, establishing credibility and ensuring clear, globally oriented communication. CSE leverages audience appeal and rapport to portray local cultural authenticity and identity. This reveals a global-local strategy with functional compartmentalisation in which SSE and CSE are deployed in a highly managed genre-driven approach. This study documents how SSE and CSE can be deployed strategically via YouTube videos and offers genre models to foster preventive healthcare within Singapore’s multilingual and multicultural context.

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Abstract: Colloquial Singapore English is an outer‐circle variety that exhibits contact‐induced linguistic change. It has been characterized as the L variant in diglossic opposition to standard English. In this paper, we address two related issues: (1) the extent to which the Singapore English diglossia is supported by corpus data, and (2) the extent to which the diglossia is reducible to register variation. We investigate the usage pattern of two linguistic variables which have acquired novel grammatical meanings, and show that our data support the Singapore English diglossia, but the variation is greater than what is normal in register variation. The diglossia of which one variant is an outer‐circle variety does not reduce easily to register variation.

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The use of the adverb already in Colloquial Singapore English has long been known as one of the most readily recognizable features defining the contact dialect, marking aspectual nuances such as anterior, completive, inchoative and inceptive functions, as noted by Bao (2005, 2015). Recent observations note that the uses of already as an inchoative marker (distinguishing the adverb as an iamitive) are more frequently found than completive uses across a small, synchronic sample of speakers (Teo 2019). It is perhaps less often recognized, though, that the aspectual use of already co-exists with the variable marking for past tense in Singlish (Ho & Platt 1993), and that both the aspectual adverb and the past tense may be seen to co-occur in the same construction. The frequency of already in its various functions is examined across two corpora, and the relative frequency of completive vs. non-completive functions is quantified diachronically. It is hypothesized that, rather than grammaticalizing onwards to become a past tense marker, as is predictable for some Portuguese creole iamitives (ya ‘already’) (Clements 2006), already is becoming increasingly restricted in its functional range in today’s Singlish, and that its perfect and completive functions may be at a stage of selective renovation by the use of the past tense in Standard Singapore English.

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