아세안

This article examines the role of podcasting in Singapore’s political communication, using a Gramscian lens to explore its dual function as a tool of hegemonic reinforcement and a site of ideological resistance. Within Singapore’s tightly managed media ecosystem, the People’s Action Party (PAP) uses podcasts strategically to soften its technocratic image, humanize its leaders, and address legitimacy challenges. By contrast, opposition politicians leverage podcasts to bypass mainstream media filters, highlight PAP shortcomings, and present alternative narratives that resonate with disillusioned Singaporeans. Through textual and sentiment analysis of YouTube comments and Reddit discussions, the article highlights how podcasts enable authentic engagement, bridging the gap between political elites and an increasingly critical public. However, they also expose fractures in the PAP’s narrative control, exacerbated by leadership inadequacy, scandals, and the contradictions of late-stage neoliberal globalization. These tensions, set against the backdrop of Singapore’s organic crisis, are especially pertinent as the 2025 general election approaches. The findings underscore the potential of podcasts to reshape political discourse, offering both opportunities for dissent and challenges to hegemonic dominance, while positioning podcasters as pivotal intermediaries in the interplay of power, media, and resistance in Singapore.