Online political brand and philippine elections - Revision history

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	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.		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.

	View Thesis:~~http~~://~~iskwiki~~.upd.edu.ph/flipbook/viewer/?fb=2015-03206-Setias-V#page-1		View Thesis:https://iskomunidad.upd.edu.ph/flipbook/viewer/?fb=2015-03206-Setias-V#page-1

	[[Category:Theses]][[Category:CMC Thesis]][[Category:Department of Communication Research Thesis]][[Category:2019 Thesis]][[Category:Thesis--Political Branding]][[Category:Thesis--Senatorial Elections]]		[[Category:Theses]][[Category:CMC Thesis]][[Category:Department of Communication Research Thesis]][[Category:2019 Thesis]][[Category:Thesis--Political Branding]][[Category:Thesis--Senatorial Elections]]

Vwsetias at 10:52, 19 June 2019

2019-06-19T10:52:20Z

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	View Thesis:http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-03206-Setias-V#page-1		View Thesis:http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-03206-Setias-V#page-1

			[[Category:Theses]][[Category:CMC Thesis]][[Category:Department of Communication Research Thesis]][[Category:2019 Thesis]][[Category:Thesis--Political Branding]][[Category:Thesis--Senatorial Elections]]

Vwsetias: Category:ThesesCategory:CMC ThesisCategory:Department of Communication Research Thesis Category:2019 ThesisCategory:Thesis--Political BrandingCategory:Thesis--Senatorial Elections

2019-06-19T10:50:45Z

Category:Theses Category:CMC Thesis Category:Department of Communication Research Thesis Category:2019 Thesis Category:Thesis--Political Branding Category:Thesis--Senatorial Elections

← Older revision		Revision as of 18:50, 19 June 2019
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	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.		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.

			View Thesis:http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-03206-Setias-V#page-1

Vwsetias: http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-03206-Setias-V#page-1

2019-06-19T10:44:02Z

http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-03206-Setias-V#page-1

New page

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.