Battleground of Philippine Elections’: Political Message Strategies of Bongbong Marcos and Leni Robredo on Social Media
Journal Title: International Journal of Social Science And Human Research - Year 2023, Vol 6, Issue 07
Abstract
Social media campaign has been changing the landscape of elections globally. In the 2022 Philippine electoral campaigns; massive number of messages, stories, and political marketing tactics online were used to persuade the electorate. Hence, the recent election has been the most social media-active and engaging campaign in the country’s democratic history. This paper evaluates the political message strategies of the two leading presidential bets, Ferdinand “Bongbong” Marcos Jr. and Leni Robredo, who utilized social media heavily and served as their campaign battleground. Using a Qualitative Content Analysis of their posts and audience contents, selected materials were coded and analyzed. The study found Marcos to appeal to themes revolving around the concerns of the masses like agriculture and basic commodities. In contrast, Robredo appeared to be the more direct in addressing the policy needed to change the system of government to improve the services for everyone. This further argues that social media can persuade the electorate and involve them in co-creating content for them; thus, using an adequate platform for a specific message, either policy or non-policy related, should be planned strategically.
Authors and Affiliations
Rayns Keneth Sabalboro Ampon, Jessada Salathong
Keywords
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- EP ID EP718755
- DOI 10.47191/ijsshr/v6-i7-32
- Views 183
- Downloads 0
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