A multimodal semiotic analysis of Sol Aragone's 2025 online electoral campaign advertisements

Date

5-2026

Principal

Buela, Mabel S.

Abstract

The 2025 Philippine midterm elections underscored the critical role of social media in shaping political outcomes, as seen in Marisol “Sol” Aragones’ successful gubernatorial bid in Laguna. Her heavy online presence leveraged the campaign through the integration of digital strategies in producing highly persuasive multimodal content. Guided by Kress and van Leeuwen’s Multimodal Discourse Analysis (MDA) framework, this study investigates the construction of Aragones’ political identity and public image by examining the interplay of representational, interactive, and compositional meanings within the recurring visual elements of her Facebook campaign advertisements. Findings reveal that Aragones served as the primary representational feature, with the campaign favoring narrative processes to showcase her active involvement in community affairs. On the interactive level, the dominant use of frontal angles and eye-level verticality establishes a relationship of equality and transparency, while personal social distances emphasize the candidate’s accessibility. Finally, the compositional layout prioritized given information of her past journalistic capabilities to support the new promises of her gubernatorial platform. The interplay of representational, interactive, and compositional meanings constructs Aragones as an accessible figure by actively appealing to the marginalized.

Language

English

Location

UP Rural High School

Document Type

Capstone

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