Bloggin' La Vida Mocha: A Digital Rhetorical Analysis of the Mocha Uson Blog
Cruz, K. L. (2019). Bloggin’ la vida Mocha: A Digital Rhetorical Analysis of the Mocha Uson Blog, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication
The Mocha Uson Blog has utilized the pervasive nature and power of social media, particularly Facebook, during the 2016 Philippine Presidential Elections by creating and sharing politically-charged content to support then-candidate Rodrigo Duterte. With this in mind, one could wonder how did this said Facebook page convey its persuasive communication and content to its audience to help campaign for Duterte. In this study, the researcher hopes to present the rhetoric of the Mocha Uson Blog towards the Duterte 2016 presidential candidacy.
Using select posts from the Mocha Uson Blog for the election season of 2016 (February 9 to May 7, 2016), the researcher evaluated the content of said posts through digital rhetorical analysis using the lens of Eyman’s Canons of Digital Rhetoric, Aguirre’s New Typology of Social Media Usage, Rhetorical Appeals, and Visual Rhetoric. The researcher uncovered that the Mocha Uson Blog’s rhetoric towards Duterte’s presidential candidacy was to present him as a competent fellow Filipino who will bring about the masses’ desired positive change - a kapwa who will bring Tunay na Pagbabago.
keywords: Mocha Uson Blog, digital rhetoric, social media campaigning, visual rhetoric, rhetorical appeals