Effects of Political Campaigning on Social Media to Voting Preferences Among Filipino Voters

Date

6-2022

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Paul Joseph Ramirez

Committee Member

Jefferson A. Arapoc, Maria Angeles O. Catelo, Agham C. Cuevas

Restrictions

Restricted: Not available to the general public and to those bound by the confidentiality agreement. Access is available only after consultation with author/thesis adviser.

Abstract

The study on social media and voting behavior in the Philippine setting posits the problems and questions that the study should address. Firstly, the effect of the presence of candidates on social media through political posts and advertisements on the voting preferences of voters. Moreover, on whether social media can be a reliable persuasion tool for the candidates campaigning in the election. Lastly, how the presence of candidates on social media eventually dictates election outcomes.

Based on the results of the study, the increase in time spent on social media (FBHours) indicates a decrease in the probability of the respondents changing preferences showing a negative relationship between them while an increase in Political exposure by respondents increases the likelihood of the respondents to eventually shift their preferences showing a positive relationship between the two variables. Banking on the theory of Rational Choice and Economic Theory of Political Action in a democracy, the study also suggests that social media like Facebook acts as more of an intermediary between candidates and the people in order to express their own desire and opinions on who they want to vote for but does not necessarily have a significant effect on swaying a supporter from one side to another.

In conclusion, Facebook and social media, in particular, show to be more of an avenue for a free stream of information and misinformation that users and voter can access at anytime. Due to social media having minimal regulation in terms of circulating information, it is susceptible that voters and users alike will encounter fake new and information on the platform.

Language

English

LC Subject

Political campaigns--Philippines, Voting--Research

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2022 E2 C83

Document Type

Thesis

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