Online political brand and philippine elections

Setias, V.R.W. (2019). Online Political Brands and Philippine Elections: A Content Analysis of 2019 Philippine Senatorial Candidates’ Official Facebook Pages and Posts, Unpublished Thesis, University of the Philippines College of Mass Communication.

In the history of political marketing, the concept of 'brands' emerged out of satire. Alongside technological advancements, political candidates have adapted respective branding strategies to maintain their presence in the voters' minds. Nonetheless, 'watered-down', personality campaigns are criticized for deviating from more substantial discussions of policy alternatives. Thus, situating itself during the 2019 Philippine senatorial race, the study initiated a quantitative content analysis of the senatorial candidates' official Facebook pages and respective posts. Capturing a month before and after the start of the official campaign period, a total of 52 Facebook pages and 3,366 Facebook posts were coded to describe the online political brand implemented in the 2019 midterm elections. Based on the findings, online political brands tend to communicate through social media strategies recommended for general brands, present an extraverted personality geared primarily towards trendiness, and campaign for issues made popular by media and the electorate. Overall, the 2019 senatorial candidates' Facebook electoral campaigns are communicated to cater to a variety of voter segmentations.

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