PAMANTASAN NG LUNGSOD NG MARIKINA

PERCEIVED FACTORS ON SENATOR BONG REVILLA’S 2019 POLITICAL

CAMPAIGN PRESENTED THROUGH SOCIAL MEDIA

A Thesis

Presented to the Faculty of the College of

Arts and Science Education and Criminology (CASEC)

Communication Arts Department

In Partial

Fulfilment of the Requirements for the Degree

Bachelor of Arts in Communication

Vince C. Antiporda

Lyka C. Dumaguing

Kathleen Kitkat Jill M. Guillermo

Ronnie Jimeno

Christelle P. Madera

Feleona Jo Paula B. Matol

November 2019

COLLEGE OF ARTS, SCIENCE, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
Chapter I

INTRODUCTION

This chapter discussed the background of the study, theoretical framework and

conceptual framework, statement of the problem and significance of the study.

Background of the Study

Elections are the core of democracy. They allow people to be active and engage in

responsible participation to determine leaders who will govern. Not only do elections

provide opportunity to determine how our own interests can best be served; they provide

legitimacy once the candidate is proclaimed the winner. The winners are granted general

acceptance of their right to power. The fact that we have elections, the citizens freely

discuss and participate in the selection process which contributes in their self –

expression and development of the country.

Political election campaign is an essential element of a democratic system. It is

the period before the people make political decisions and choices. It also gives the voters

opportunity to update their expectations of each candidates. Political campaigns are

composed of messages and ideas that candidates hoping to share to the citizens. Political

campaign has now undergone radical transformation because of new media. New media

transformed campaign strategies of political parties and become increasingly prominent

with each passing election.

In addition, social media sites become a modern political tool for political

aspirants to cast more votes and bringing them to the people. Technological

advancements that are available to candidates help evolved their political campaigns. The

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
availability of social media as a campaign tool provides numerous opportunities and

advantages to candidates to spread their political platforms. Social media platforms help

candidates to establish political identity, to directly educate and attract voters, mobilize

supporters, influence the public agenda. They also make direct communication possible

and allow politicians to create personalize connection with their constituents. This

increased interactivity among government officials, candidates and citizens have shown

to offer success for political campaigns. Voters now view new media as primary sources

of information and participate actively in campaigns through digital platforms.

Social media was very influential in the 2016 Philippine general elections.

University of Massachusetts associate professor Jonathan Ong (2019) said in a Rappler

article that using social media in 2016 was a very experimental choice and a nice addition

for candidates to use as political campaign tool aside from television advertising. But

2019 elections became more diversified since candidates were are present in at least 4

platforms: Facebook, Twitter, Instagram, and Youtube. They hadve specific content on

every social media site. ListenPH (2019), a social media listening, monitoring tool, and

Sentiment Analysis in the Philippines, reported that people use social media every day.

As people continue to rely on social media, many politicians used social media channels

to increase voter's awareness of them. 2019 senatorial candidates used a variety of

channels, including Facebook, Twitter, and Instagram to reach and appeal to voters. Doc

Willie Ong of the Hugpong ng Pagbabago (HNP) party ranked the most popular in

Facebook, fastest-growing, most viewed, most liked, most engaging and most shared

candidate w. While Mar Roxas of the Liberal party hads the most comments on his

Facebook page. These two senatorial candidates were are the most active political

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
influencers. Doc Willie Ong wasis the most popular political influencers on Instagram

followed by Poe, Revilla, Angara, and Cayetano. Tolentino, Ong, and Poe hadve the most

popular video post on Facebook w. While Ong, Alejano, Aquino, Revilla, Ejercito, and

Poe hadve the most popular status posts on Facebook.

Not only elections provide our leaders but it reinforce the image of electoral

process. Thus, our electoral system is important to us notably the political campaigns.

Utilizing social media in politics is a new phenomenon in communication studies. The

ubiquitous use of social media for candidates during elections campaign, researchers have

increased interest mainly from the fundamental idea of how it plays a central role in

elections and the effects of social media on civic participation and politics.

The researchers conducted this study to analyze the perceived factors on Senator

Bong Revilla’s 2019 political campaign presented through social media. The researchers

chose Marikina City as the area where the study should be conducted. After some

brainstorming and adviced from Mr. Joey Capisonda, the researchers chose those who

voted for Senator Bong Revilla because the researchers wouldill have a better

respondents and results with them. This study aimed to provides information to have a

better voters’ education program.

Review of Related Literature

Murse (2016) found that social media (Twitter, Facebook, and YouTube) has

been widely used around the world as a form of communication or interaction. This at

wais the reason why even in politicians they used social mediait for campaigns believing

it wouldill reach millions of voters instantaneously. Social media helped make the voters

know evaluate easier the background of who wouldill they want to elect and to tellknow

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
if the candidates wouldill be effective to run for the said position. Social media wasis the

cheapest tools for a political campaign. TheyThey allowed the candidates to express their

his thoughts and plans for their term if they wouldill win for the said position. It

changedd the traditional way of campaigning, where the politicians or the candidates

would have to go house to house and shake hands with people and askeding for theirir

supports. .

Mendoza (2013) analyzed the role of social media in the Philippines politics. She

explained social media cannot be generalized that it created a positive effect on the

campaigns of electoral candidates in the Philippines. But she asserted that social media

were are powerful political tools and can be explored its fullest potential in the years to

come. Though her research showed that social media hads not yet become an assurance

of electoral victory and there wereare many factors that affect the people’s vote such as

social media definitely is changing the conduct of campaigns.

Highfield (2016) stated that politics are always part of every human's lives

influencing activities in social media. The evolution of social media for politics has

turned from personal to politicalized. He explained that the practice of even taking

selfies, making memes, sharing a photo, retweeting a post, reacting to a post, mentioning

someone and such activities have been politicized and had been taken advantage by the

politicians for their publicity. Anything on social media that can be controversial for an

issue to arise is like a tool for them to use to gain support and attention on their political

campaign. The intersection of politics and social media is growing and now actively

responding to the issues around the world.

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
Understanding the factors of how social media affects politics help the researchers

understand and analyze the perceived factors on Bong Revilla's 2019 political campaign

presented through social media.

Theoretical Framework

This research is anchored on e researchers came up with using the concept of

Lasswell’s Model of Communication and Elaboration Likelihood Model combined to

determine the perceived factors on Bong Revilla’s political campaign presented through

social media.

Figure 1: Lasswell’s Model of Communication

The model of Harold Lasswell shows the flow of communication wherein who or

the sender formulates and spreads a message. What or the content of the message or the

message that the sender spreads. It is related to the ulterior motives of the message. The

channel or the medium is/are used to convey and spread the message. To whom,

describes the receiver, such as a target group or an individual. Effect is the desired result

or feedback.

The Elaboration Likelihood Model is developed by Richard E. Petty and John T.

Cacioppo in 1980s. Persuasion is very much associated with our daily life. Persuasion

occurs when readers, listeners or viewers learns a message from what they read, listen or

watch. Persuasion is referred as the action by which, convincing or causing someone to

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
do something through reasoning or argument. The model aims to explain how different

ways of processing persuasive messages worked to change the attitude of the receiver.

Formatted: Indent: First line: 0"

Figure 2: Elaboration Likelihood Model

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
The model of Elaboration Likelihood depicts two major routes to persuasion: the

central route and the peripheral route. The central route is when the recipient has the

motivation as well as the ability to think about the message and its topic. The central

route involves using critical thinking and trying to make the best decision possible and

when elaboration is higher, more likely to be persuaded in accordance with the message.

The peripheral route states that the recipient has little or no interest in the subject and/or

has lesser ability to process the message. In the peripheral route, recipients would be

susceptible to being influenced by factors that don’t actually relate to the message at

hand.

Conceptual Framework

Based on the theories of Lasswell and Elaboration Likelihood Model, the

researchers came up with their conceptual framework that focused on the perception of

the respondents to Senator Bong Revilla's 2019 political campaign presented through

social media.

Commented [S1]:

Since your study in quantitative, why didn’t you have the IPO in
your conceptual framework?

INPUT
PROCESS
OUTPUT

Figure 3: Lasswell’s Model of Communication

This figure illustrates the process on how this research works. Senator Bong

Revilla is the sender or the source of the message. News, videos, posters, Facebook live,

and tweet that contains Senator Revilla's political campaign are the message. These

political campaign is presented through the use of social media. Social media is the

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
channel used in disseminating the message. The registered voter who voted Senator

Revilla during 2019 Senatorial Elections is the receiver of the message. The researchers

aimeds to know the perception of the respondents on Senator Bong Revilla's 2019

political campaign and to know the factors why Senator Revilla's political campaign is

effective to win 2019 Senatorial Elections.

Formatted: Indent: First line: 0.5"

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA

Figure 4: Elaboration Likelihood Model

The figure explains how a message is received through one of the two routes of

persuasion: the central route and the peripheral route.

The central route states that, the participants areis more likely to be persuaded if

he has highly motivation and is able to elaborate the message extensively. The

participants haves deep processing and more focused on the quality of the message.

Videos and posters of Senator Revilla's political campaign that may considered in the

central route persuasion.

1. An infographic about Bong Revilla’s 6th ranking in a SWS Survey for

Senatorial 2019.

2. Bong Revilla’s proposed Bill about lowering the age of senior citizen from 60

to 56 years old.

3. 21, 357 number of scholars through Bong Revilla’s Karunungan Ating

Palaguin (KAP) program.

4. A campaign video ad showing Bong Revilla’s achievements as a senator.

5. Araw ng Katotohanan ad - Bong Revilla acquitted from the pork barrel scam.

The peripheral route states that, the participants has low motivation and is unable

to elaborate message extensively. The participants may still be persuaded by factors that

have nothing do with the content of the message itself. News, videos, tweets, and

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
Facebook live videos of Senator Revilla's political campaign that may considered in the

peripheral route persuasion.

1. A press release about Bong Revilla’s successful campaign sorties (operation).

2. Bong Revilla campaign ad where he danced a popular dance called “budots”

with friends and family.

3. Bong Revilla reacting on mean memes about him being a plunderer

(magnanakaw).

4. Bong Revilla tweeted about dedicating Holy Week as a time for reflection and

being with the family.

5. Bong Revilla uploaded a Facebook live about his campaign motorcade in

Pasig. He approached a handicapped supporter who gave him a kiss.

Statement of the Problem

This study aimeds to determine the perceived factors of Bong Revilla’s 2019

political campaign presented through social media. It sought will seek to answer the

following questions:

1. What is the demographic profile of the respondents in terms of:

1.1.Age

1.2. Barangay

2. What is the level of exposure of the respondents to the channels used in

Senator Bong Revilla’s 2019 political campaign based on:

2.1. Social Media

3. What is the level of effectiveness of Senator Bong Revilla’s 2019 political

campaign presented through social media in terms of:

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
3.1. Content and Message

4. What are the perceived factors on why Senator Bong Revilla won the

elections based on:

4.1. Peripheral Route

4.2. Central Route

5. What are the strategies to help academicians and other interested parties to

come up with a better voters’ media literacy program?

Significance of the Study

The result of the study wouldill be beneficial to the following individuals:

Researchers. The study may broaden the give knowledge of to the researchers

about the use of social media on political campaigns and contribute to research studies

about the impact of social media in the Philippines.

Community. The study may provides additional information to teenager, adults

and elders regarding effects of being engaged to political campaign on social media. This

can be useful for the community for them to be well-informed and not be easily

persuaded by the new information that they are received.ing.

COMELEC. The study willmay provide information that can be used by

COMELEC to develop policies regarding social media campaigns for elections.

Registered and Non-Registered Voters. The study would inform the registered

and non-registered voters about the effects of being exposed to this political campaign

presented through social media and help them to become more politically aware. How

important their vote can contribute in making a huge change in society.

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY
 PAMANTASAN NG LUNGSOD NG MARIKINA
PLMar Students. The result of this study may will serve as a foundation of new

knowledge and understanding for students about the importance of social media on

political participation and. To encourage them to be more responsible for being part of

the society.

Future Researchers. This study may would encourage future researchers to

conduct related studies and deeper analysis on the effects of political campaign presented

through social media. They may also find this study important because the findings

derived in the study may also serve as background information for their future

interpretations.is will serve as a reference as well for them to go beyond the study

conducted.

Chapter II

METHOD

Presented in this chapter is the methodology of the study by which the

researchers’ activities are to be undertaken. This included the research design,

participants and the sampling technique, the research instruments, data gathering

procedure and statistical treatment of data.

Research Design

The researchers study to be used the is Descriptive Method of research in order to

gather accurate information about the topic that the researchers investigated and describe

the nature of a study through survey questionnaires. According to Polit and Hungler

(1999), Descriptive method describes what exist and can uncover new facts and
COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY
 PAMANTASAN NG LUNGSOD NG MARIKINA
meanings. The purpose of this design is to observe, describe, and document aspects of a

situation as it naturally occurs.

Research Methodology

In order to fulfill the objectives of this study, the researchers used the quantitative

method. Quantitative methods emphasized objective measurements and the statistical,

mathematical, or numerical analysis of data collected through polls, questionnaires, and

surveys, or by manipulating pre-existing statistical data using computational techniques.

Quantitative research focuses on gathering numerical data and generalizing it across

groups of people or to explain a particular phenomenon (Babbie & Mujis, 2010). This

design is an excellent way of finalizing results and proving or disproving a hypothesis

(Shuttleworth, 2008).

Respondents of the Study

The respondents of this study will be the selected registered voters of Marikina

City who voted for Bong Revilla last 2019 Senatorial Elections. The total population of

the voters were 33, 434, the researchers used Slovin’s Formula to get the total number of

respondents which is 353. The respondents were selected through survey questioning that

determined their perception about the Bong Revilla’s 2019 political campaign presented

through social media. The respondents were chosen by using purposive sampling

technique.

Research Instruments

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
For this study, the researchers will used a survey questionnaire as the right

instrument for gathering data for the study. It was prepared for the purpose of collecting,

classifying, and interpreting information. The questionnaires were designed based on the

statement of the problem that the researchers have formulated. It was used in the study in

order to obtain the profile of the participants and to find the perceived factors on Bong

Revilla’s 2019 political campaign presented through social media. The survey type of

getting the data helped the researchers to justify the objectives of the study. These

enabled the researchers to have pertinent data.

Data Gathering Procedure

The researcher prepared a set of questionnaires in the form of checklist based

from the given statement of the problem submitted to the thesis professor for checking

and validation of the given questions. After the thesis professor approved the

questionnaire, the researchers went to the barangays of Marikina City to conduct survey

questionnaires for 171 registered voters.

The researchers conducted a survey to 171 participants of Marikina City.

The researchers properly distributed the questionnaires, and lastly, the researchers

retrieved the questionnaires to tabulate, analyze and interpret the data.

Statistical Tools

The researchers used statistical tools to analyze the gathered data. The statistical

tool together with corresponding formulas is used in this study.

1. Percentage

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
This statistical tool was used to establish the frequency and percentage distribution of

the respondents based on their demographic profile.

The percentage were computed using the formula:

P = f / n * 100

Where:
P = Percentage
n = Total no. of respondents
f = Frequency
100 = Constant factor

2. Weighted Mean
The researchers will also used the weighted mean formula to present the result/answer

to the second problem of the study. The formula is:

WM = ∑fx
n
Where:

WM = Weighted Mean

∑ = Summation of all quantities

f = Frequency

n = Total no. of respondents

x = Scale value

The result was will be interpreted based in given range of values and verbal

interpretation shown on the table below.

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
Range of Values Verbal Interpretation
4.5- 5.00 Always
3.5- 4.49 Frequently
2.5- 3.49 Sometimes
1.5- 2.49 Rarely
1.0- 1.49 Not at all

Range of Values Verbal Interpretation

4.5- 5.00 Strongly Agree (SA)
3.5- 4.49 Agree (A)
2.5- 3.49 Neutral (N)
1.5- 2.49 Disagree (D)
1.0- 1.49 Strongly Disagree (SD)

Range of Values Verbal Interpretation

4.5- 5.00 Strongly Agree (SA)
3.5- 4.49 Agree (A)
2.5- 3.49 Neutral (N)
1.5- 2.49 Disagree (D)
1.0- 1.49 Strongly Disagree (SD)

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA

Chapter III

RESULTS

This Chapter presents the data gathered through the research instrument. The data

are presented in tabular form.

The following tables will presents the percentile distribution of the respondents

based on the following profile:

Table 1.1.: Frequency and Percentage Distribution According to Age

AGE FREQUENCY PERCENTAGE

18 – 21 23 13.45%

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
22– 25 29 16.95%

26 and Above 119 69.59%

Total 171 100%

The table shows that majority or 69.59% of the respondents belong with the age

bracket of 26 years old and above.

Table 1.2.: Frequency and Percentage Distribution According to Barangay

BARANGAY FREQUENCY PERCENTAGE

BARANGKA 3 2%
TANONG 0 0%
SAN ROQUE 6 4%
STA. ELENA 11 6%
MALANDAY 45 26%
INDUSTRIAL VALLEY 0 0%
JESUS DELA PENA 1 0%
STO. NINO 38 22%
CALUMPANG 4 2%
CONCEPCION UNO 15 9%
CONCEPCION DOS 0 0%
NANGKA 5 3%
TUMANA 29 17%
PARANG 5 3%
FORTUNE 3 2%
MARIKINA HEIGHTS 6 4%
Total 171 100%
This table shows that among the 16 barangays in Marikina City, barangay

Malanday has the highest percentage of respondents which is 26%. It only proves that

most of the respondents are from barangay Malanday.

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
Table 2.1: Respondents’ Level of Exposure to Bong Revilla’s online campaign on Social
Media Channels.

Channel Weighted Verbal

Mean Interpretation

1. Facebook 4.47 Frequently

2. Twitter 4.42 Frequently
3. Youtube 4.25 Frequently
4. Instagram 4.25 Frequently
Average Weighted Mean 4.32 Frequently
The table shows the weighted mean and verbal interpretation of the respondents’

exposure on the channels used in Senator Bong Revilla’s 2019 political campaign based

on social media.

Table 3.1.: Respondents’ Level of Effectiveness to Bong Revilla’s online campaign based
on Content and Message.

Content and Message Weighted Verbal

Mean Interpretation

5. A press release about Bong Revilla’s Somewhat

successful campaign sorties (operation). 3.90
Effective
6. Bong Revilla campaign ad where he
Somewhat
danced a popular dance called “budots” to 3.97
emphasize the number in the ballot so that Effective
his voters would remember.
7. An infographic about Bong Revilla’s 6th Somewhat
ranking in a SWS Survey for Senatorial 3.95
Effective
2019
8. Bong Revilla reacting on mean memes Somewhat
about him being a plunderer 3.57
Effective
9. Bong Revilla’s proposed Bill about Somewhat
lowering the age of senior citizens from 60 3.98
Effective
to 56.
10. Bong Revilla tweeted about dedicating 4.03 Somewhat

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
Holy Week as a time for reflection and Effective
being with the family.
11. 21, 357 number of scholars through Bong Somewhat
Revilla’s Karunungan Ating Palaguin 4.12
Effective
(KAP) program.
12. Bong Revilla uploaded a Facebook live
Somewhat
about his campaign motorcade in Pasig. He 3.78
approached a handicapped supporter who Effective
gave him a hug and a kiss.
13. A campaign video ad showing Bong Somewhat
Revilla’s achievements as a senator. 4.08
Effective
14. Araw ng Katotohanan ad – A video shows Somewhat
Bong Revilla acquitted from the pork 3.99
Effective
barrel scam.
Average Weighted Mean Somewhat
3.93
Effective
The table presents the level of effectiveness of Senator Bong Revilla’s 2019

political campaign. Respondents perceived the content and message of the campaign as

somewhat effective having an average weighted mean of 3.93.

Table 4.1: Respondents’ Level of Agreement on the persuasion factors present on Bong
Revilla’s political campaigns based on Peripheral Route.

Peripheral Route Weighted Verbal

Mean Interpretation

1. He was a celebrity. 4.10 Strongly Agree

2. He came from the Revilla clan. 4.06 Agree
3. He is a good father and a loving husband. 3.92 Agree
4. He is a defender of the poor and the 3.63 Agree
oppressed.
5. He is handsome. 3.98 Agree
6. He danced “budots” in his campaign ad. 3.71 Agree
7. He was endorsed by other 3.66 Agree
politicians/political groups.

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
8. He was endorsed by religious groups. 3.84 Agree
9. He is part of LAKAS – CMD. 3.68 Agree
Average Weighted Mean 3.84 Agree
Table 4.1 represents the weighted mean and verbal interpretation towards the

persuasion factors present on Bong Revilla’s political campaigns on peripheral route.

Table 4.2: Respondents’ Level of Agreement on the persuasion factors present on Bong
Revilla’s political campaigns on Central Route.

Central Route Weighted Verbal

Mean Interpretation

1. He is always highest in the survey. 3.76 Agree

2. He was acquitted from the “pork barrel 3.61 Agree
scam”.
3. He is a seasoned lawmaker. He is a senator 3.81 Agree
since 2014.
4. He passed 230 bills into law. 3.77 Agree
Average Weighted Mean 3.73 Agree
Table 4.2 represents the weighted mean and verbal interpretation towards the

persuasion factors present on Bong Revilla’s political campaigns on central route.

Formatted: Indent: First line: 0"

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA

Chapter IV

DISCUSSIONS
This chapter presents the summary of the study, conclusion and recommendation

with connection to the objective of the study.

Summary of Findings

This study presented the Perceived Factors on Bong Revilla’s 2019 Political

Campaign Presented Through Social Media. This research measureds the exposure on

Senator Bong Revilla’s 2019 Political Campaign in terms of Social Media, the

effectiveness of the political campaign in terms of Content and Message and the

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
persuasion factors in terms of Peripheral Route and Central Route specifically from Bong

Revilla’s constituents. The following were are the vital findings of the study:

1. Demographic Profile of Bong Revilla’s constituents in Marikina City.

Age

As to the age range of 171 respondents, 23 or 13.45% belong to 18-21, 29

or 16.95% belong to 22-25, and 119 or 69.59% belong to 26-above

Barangay

In District 1, majority of the voters were are from Barangay Malanday

which has 45 or 26% of voters, 38 or 22% in Barangay Sto. Nino, 3 or 2% voters

in Barangay Barangka, 6 or 4% in Barangay San Roque, 11 or 6% in Barangay

Sta. Elena, 4 or 2% in Barangay Calumpang and 1 or 0% in Barangay Dela Peña.

In District II, the majority of the voters were are from Barangay Tumana

which has 29 or 17% of the voters, 15 or 9% in Barangay Concepcion Uno, 6 or

4% in Barangay Marikina Heights, 5 or 3% in Barangay Nangka, 5 or 3% in

Barangay Parang and 3 or 2% in Barangay Fortune.

2. Level of Exposure on the channels used in Senator Bong Revilla’s 2019

political campaign based on:

2.1 Social Media

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
Having an average weighted mean of 4.43, the respondents agreed that

they are were more exposed in different Social Media platforms such as

Facebook, Youtube, Instagram and Twitter.

3. Level of Effectiveness of Senator Bong Revilla’s 2019 political campaign

based on:

3.1. Content and Message

An average weighted mean of 3.93 of verbal interpretation on Bong

Revilla’s constituents were are somewhat effective.

4. Level of Agreement on the Persuasion Factors present on Senator Bong

Revilla’s 2019 political campaign in terms of:

4.1. Peripheral Route

An average weighted mean of 3.84 of verbal interpretation under

Persuasion Factors agreed in Peripheral Route.

4.2 Central Route

An average weighted mean of 3.73 of verbal interpretation under

Persuasion Factors agreed in Central Route.

5. Proposed strategies that will provide a Better Voter’s Education Program

Conclusion

The following are the conclusions drawn from the study:

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY

 PAMANTASAN NG LUNGSOD NG MARIKINA
Limitations of the Study

The study started on November 2018 up to October 2019 in Pamantasan ng

Lungsod ng Marikina, particularly in SSS Campus. Research respondents which was the

voters were limited to those who voted for Senator Bong Revilla in the 2019 Senatorial

Elections. The study chose three barangays: Malanday, Tumana and Sta. Elena

Recommendation

Propose Output

COLLEGE OF ARTS, SCIENCES, EDUCATION AND CRIMINOLOGY