The Heartlanders In The Media

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Chapter 4: The "Heartlander" Spectacle

Introduction
There was a significant paradigm shift in the Singapore culture towards the "heartlanders" at the turn of the millennium. The society began to appreciate and celebrate the "heartlander" identity. As the celebrations became more rampant, the "heartlander" identity began to be misrepresented in the media. As discussed in the previous chapter, the "heartlander" represents the subaltern Singapore who takes no part of Singapore’s global ambition. Their subaltern status set as the foundation in the film ‘12 Storeys’ by Eric Khoo in 1997. The film utilised the "heartlander" identity as a social response and a critical response to the government ideology. The film’s serious nature was juxtaposed in 1998 by Jack Neo’s comedic film ‘Money No Enough’. The latter film was satirical in nature that successfully dilutes the "heartlander" identity to a level of romanticizing it. The trend of romanticizing the "heartlander" continues as such it became a norm in various media. This chapter will analyse the different representations of the "heartlander" identity and how they are utilised in ‘12 Storeys’ and ‘Money No Enough’. The chapter will also analyse recurring spectacle of the "heartlanders" in the media.

1. Visual Culture: Beyond the Ordinary
“Modern life takes place onscreen.”
Visual culture theorist, Nicholas Mirzoeff, points out human experience is becoming more visual and more visualized such that it has become than a part of the everyday life, it is everyday life. The idea here is that images are able to represent life and are often accepted as reality. While there are avenues for images to be manipulated to bring forth a false front, which has been the line of suspicious by man...

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...of social segregation. This is clearly highlighted by the abovementioned scene between San San and Meng. The viewers should notice that the camera angle has placed the slide in the middle of the scene, separating the two characters. The irony is that the playground is in the foreground while the characters are the background. This would suggest that the characters were not physically separated by the playground, yet they are disconnected by their respective social spaces.
The myth of the romantic idea of the working class residing in the heartlands is forcefully rebutted and destroyed at the very early part of the film. The viewers were introduced to a young Chinese man jumping to his death and what followed were series of events oppose the cliché of the "heartlanders", a friendly neighbourhood community.

First was the immediate crowd

Fig 5: Innocent bystanders

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