Research Paper SOCIABLE 3

Republic of the Philippines
Department of Education
Region II – Cagayan Valley
SCHOOLS DIVISION OF TUGUEGARAO CITY
CAGAYAN NATIONAL HIGH SCHOOL – SENIOR HIGH
The Impact of Social Media Use in Political Campaigns
A Completed Investigation, Inquiry & Immersion Research
Submitted to Cagayan National High School
__________________________________________
Tamayao, Krysha Kaye L .
Palatan, Karl Angelo E.
Decena, Jerwin C.
Cusipag, Divine .
Pagulayan, Marc Aurel C.
Taguinod, Prince.
Dela Cruz, Andrei Louis
Grade 12- Sociable
Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

Telephone Nos.: (078) 304-1923
Email Address: cnhs.tuguegarao@deped.gov.ph
Facebook: facebook.com/CNHS-SENIOR HIGH 1
APPROVAL SHEET
This Investigation, Inquiry & Immersion research entitled “Addiction to
Smartphones: Its effect to Health and Lifestyle” prepared and submitted by
Antonette Bragado, Aubrey Appegu, Kirsten Dayle Austria, Kim Badajos
and
Marlouie Turingan, Grade 12-Industrious (ABM) students of Cagayan
National
High School has been examined and is recommended for the acceptance
and
approval of school authorities.
CHRISTOPHER B.
CAUAN
Research Teacher
PANEL OF EVALUATORS:
MARK KENNETH SUMBILLO ALEC CEDRIC B.

AGANUS
Recommending
Approval:
GRACE M. MABASA
Assistant Principal II
Academics
Approved:
CHELO C. TANGAN

Education Program
Supervisor
OIC-Office of Secondary School
Principal IV
ACKNOWLEDGMENT
The researchers would like to express their gratitude to everyone who supported
and gave guidance to them throughout the journey of accomplishing this study.
They
are very much thankful for the guidance, invaluably constructive criticism and
friendly
advice during the project work.
They would to thank also the almighty God for giving them strength,
wisdom,
knowledge, patience and for sending those people who help them.
Also, they wanted to express their deepest gratitude to their Practical

Research
Teacher, Mr. Christopher B. Cauan for guiding them in accomplishing this study,
for
his patience in giving his time to edit and revise, for answering all their questions
and
for giving some advice.
They would like to express their warm thanks to their parents who
supported
them, gave them financial assistance and understanding when they were going
home

late during the project work and staying up so late. They are thankful to them for
sharing
their truthful views on a number of issues related to this study.
And lastly, they are sincerely grateful to all the Grade 12 Students of Cagayan
National High School who gave their time to respond in the study.

ABSTRACT
TABLE OF CONTENTS

Title Page-----------------------------------------------------------------------I
Approval sheet ---------------------------------------------------------------- ii
Acknowledgement------------------------------------------------------------iii
CHAPTER I
-Introduction ----------------------------------------------------------1
-Conceptual Framework --------------------------------------------5
-Statement of the problem ------------------------------------------6
-Hypotheses of the Study--------------------------------------------6
-Scope and Delimitation --------------------------------------------7
-Significance of the Study ------------------------------------------8
-Definition of Terms ------------------------------------------------10
CHAPTER II
-RRL ------------------------------------------------------------------11
CHAPTER III
- Research Design ---------------------------------------------------22
-Locale of the Study ------------------------------------------------22
-Sampling Procedure------------------------------------------------23
-Research Instrument------------------------------------------------28
-Data Gathering Procedure ---------------------------------------- 28
-Analysis of Data---------------------------------------------------30
CHAPTER IV
-Results and Discussion--------------------------------------------31
CHAPTER V
-Summary of Findings ---------------------------------------------65
-Conclusion ---------------------------------------------------------73

-Recommendations ------------------------------------------------74
BIBLIOGRAPHY----------------------------------------------------------75
APPENDICES---------------------------------------------------------------82
Curriculum Vitae
Letters
Questionnaire
List of Tables
List of Figures
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
1.1 Introduction

Political campaigning is one of the most expensive and sophisticated marketing

tools in the world. To inform and persuade voters, candidates on the different levels
rely on a variety of communication strategies, including advertising, print and
broadcast media, and selling themselves to voters at mass gatherings during the
entire campaign period. Moreover, during the past few years, we have largely
observed politicians adopting new communication technologies such as social
media where they can do free campaigning to their followers. So far, the available
literature has shown mixed evidence that entirely adopting social media as a
communication technology helps brands to which politicians during such periods act
as brands that have to sell themselves to the consumers who are the voters (Gong et
al., 2017; Gans et al., 2016; Laroche et al., 2013 and Kumar et al., 2013).
Social media usage today is not limited to daily conversations but has been
extended to political communication. The interactive and flexible nature of social
media has made it now widely used by members of the public, politicians, and
political parties in political communication. It has now been a tool for political
campaigns and communication.(Kasirye F. ,2021)
In the Philippines, social media has been a game changer in the political
campaign. (Buenaobra, 2016) Over the past decade, politicians have been quick to
see the potential of social media as a way of reaching out to voters. Social media
provides a direct line to voters, which in the fact that the internet has made it easier
than ever before for people to connect with each other, share information and gather
support for their causes. This has given politicians the opportunity to communicate
with voters directly without needing to rely on traditional methods such as
newspaper or TV adverts.
Information and communication technology (ICT) has fundamentally changed

the way we access information, interact and collaborate with others, and participate
in political processes. Furthermore, social media is now fully integrated into
political communication. Most political parties and candidates have an internet
presence around the world, and digital targeting has now become an essential tool in
any politician's electoral arsenal, with campaigners adopting increasingly effective
digital strategy with each election cycle. (Kasirye F. ,2021)

It has a huge role in allowing political candidates to reach wide audiences at

little cost. It also allows them to target voters more effectively. The immense
acceptance of information and communication technologies among the populace has
also allowed new forms of political engagements. (Kasirye F. ,2021) Platforms
like Facebook, Twitter, WhatsApp, and others are now allowing politicians to
directly respond to any questions or concerns raised by voters, which helps them
appear more accessible and transparent than ever before. Furthermore, social media
can also be used more subtly by political parties as a way of gauging public opinion
on certain issues. And which social media can be considered as a front-and-center
role within the media environment. (HUMSS SOCIABLE)
Its usage has however left a very huge gap in understanding how it impacts the
general population while polarizing them. (Kasirye F. ,2021) Which adopts a
multidimensional approach to the study of the impact of social media. Acts of
parody, humor, and satire have been deployed throughout history as tools for
communicating discontent, challenging norms, rebuking real political actors, and
criticizing social and political action. And it is not difficult to observed how
innovation and technological advancement is a double-edged sword. (Barnhart,
2021)
However, in light of the expanding use of the social media, on the other hand.
The internet users has expanded in number, and it has also had some negative
consequences for the political sphere. Where in false information spreads more
quickly than the truth. Users of social media have a short attention span and
frequently do not verify the accuracy of the information before posting it to their
feeds or timeline. In fact , due to the Philippines’ strong connection to Facebook, the
social media company opened an office in Manila in 2016. Massive “trolls” has
emerged and they congregate on social media platforms like Facebook to propagate
misinformation, sometimes working together as a "misinformation army" or "troll
army".(Buenaobra, 2016)
This study aims to determine the impacts of social media use in political
campaign in HUMSS student of Cagayan Senior- High. Since they are more inclined
to go online for political and election-related news. Thus, this study suggests that
frequent social media use among HUMSS students in Cagayan Senior Highl can
function as a leveler in terms of motivating political participation especially in times
of elections.

1.2 Conceptual Framework
The Figure shows the following steps on how the researchers accomplished
their study in Social Media used in Political Campaign: Its Positive and Negative
Impact among Grade-12 HUMSS Students of Cagayan Senior High

Factors Implementation Results
●Administered
Survey Questions ●The negative
●Social Media impact of social
Usage in Political through
media use in
Campaign Political Campaign
Messenger Bot among Grade-12
HUMSS student in
1. Demographic ●Tallying the Cagayan National
Profile of the Senior-High
Respondents in Result using
terms of: Microsoft Excel
1.1 Gender ●The negative
impact of social
1.2 Section ●Analysis and media use in
Political Campaign
Interpretation
among Grade-12
2. Assessment test of data by HUMSS student in
of the present Cagayan National
impacts among the frequency count,
Senior-High
respondents.S percentages and
t-test.
vvvv
The purpose of using social media in political campaigns and the current
positive and negative impacts among Grade 12 HUMSS students served as the
factors, and in the implementation, the researchers will administer the survey
questionnaire through an online platform specifically Google form, will tally the raw
data by doing frequency count, getting percentages, and t-test using Microsoft excel,
and then analyze and interpret the data to determine the results.

1.2 Statement of the Problem
This study aims to determine and investigate the impacts of social media use in
political campaign among Grade-12 HUMSS students of Cagayan National Senior-
High Specifically, this study aims to answer the following questions:
1. What are the demographic profile of the respondents based on the

following variables:
1.1 Name (Optional)

1.2 Age( Qualified Voters)
1.3 Sex
1.4 Section
2. What are the positive and negative impact of Social Media use in Political
Campaign in terms of the following:
2.1 Election
2.2 Field of interest in choosing political candidates
3. Is there significant relationship between social media use to the political

campaign?
1.5 Scope and delimitation of the study
The focus of this study is to determine the impacts of social media use in
political campaign among grade 12 HUMSS students of Cagayan National Senior-
High. The data collection will be conducted among 12 sections of Grade 12 HUMSS
strand and who are qualified voters. This study will not cover other problems that
are not considered as one of the impacts of social media use in political campaign

among grade 12 HUMSS students of Cagayan National Senior-High. The other

strands of Grade 12 in Cagayan National Senior-High and are qualified voters will
not fall as a part within the scope of this research.
1.4 Significance of Study

The significance of the study will benefit the following people:
Students
This study can provide an opportunity for students to learn from the
experiences of current political leaders. They could learn about real life situations
and how to solve them. The research can help them broaden their knowledge or
information so that they can avoid the bad impacts of social media use in political
campaign .This would also give them ideas on the positive and negative effects of
smartphones. This may remind them on being responsible user of internet especially
in social media and will help them broaden their knowledge on how they will avoid
its negative effects to themselves.
Future Researchers
The findings of this study will provide them insights, information, and
comprehensive source. It will also serve as basis in such topic or field.
1.5 Definition of Terms
•Political Campaign– it is a political activity where in, running candidates inform

and persuade voters, rely on a variety of communication strategies, including
advertising, print and broadcast media, and selling themselves to voters at mass
gatherings during the entire campaign period.

•Social Media- a platform and communication tool to facilitate and share

information to other internet users.
•Polarization- the dividing of Political parties with different views and approaches
to government.
• Voters- the Grade 12 HUMSS students who are legally allowed to vote ( age
ranges from 18 above) and who will participate in the conduct of our research study.

CHAPTER II
Review of Literature
Social Media Usage
Nowadays, social media is crucial and widely used by people because of its
information. Teenagers between 13 to 19 years old often use social media accounts
to acecss politics and societal issues related news, statistics and data. According to
Baumgartner and Morris (2010), through the use of social networking sites ,there are
greater possibility that young adults can be interested through politics and get some
political information through their social network acquaintances. On the other hand,
it is exceptionally remarkable that the use of social media for Filipinos in the context
of democratic consolidation for the past four years has topped social users
worldwide (Yusingco,2020). With an average daily screen time of 10 hours, they
rank first globally in internet usage (Lamb,2019). Moreover , a soaring 73.91 million
internet users where recorded in the Philippines as of January 2021. Additionally,
the number of internet users in the Philippines increased by 4.2 million (+ 6.1 %)
between 2020 and 2021, while the internet penetration in the country stood at 67.0%
in January 2020 (Kemp,2021).
Awareness to Social Issues

Filipino youth’s responses to current societal and governance problems, such as
corruption, child violence, armed conflict and poverty, seemed to be muted. Many
have attributed the youth’s silenced to an implicit sense of apathy and skepticism or
disbelieved ( Medina and Diestro 2009). According to Velasco (n.d) in her
documentation of reports 1996 to 2002 on Filipino youth’s political participation ,
reported that the youth’s less than positive attitude towards being responsible voters,
their minimal participation in the form of social involvement, or their lack of
knowledge on the structures of governance, have remained unchanged. The decision
to remain uninvolved was reportedly made out of concern that their participation
would have a negative impact on their school results. According to Velasco’s study,
they may have also believed that their participation in political activities would
make no difference, or that they would be labeled as communist if they did.

According to Kim and Chen (2016), social networking is having a significant

impact on netizen’s social and political learning. Likewise, Kahne and Bowyer
(2018) indicated the robust political impact of social networking on individuals in
various countries. In the context of students, they are active users of new media to
obtain political information, share opinions about it and discuss political issues with
other members of the community ( Hampton et al.,2017).
Political Involvement
Young people’s involvement in formal political process is important; it brings
democratic values to life leading to the overturning of authoritarian practices. They
usually engaged in formulating today and tomorrow politics utilizing their rights
and knowledge that has been given to them. The public has seen them forward their
agenda on various socio-political matters. With the use of social media platforms,
they amplify their voice to raise awareness and engagement to strengthen
government response to the problems emerging in the country (Medina, 2019).
Furthermore, citizens involvements in acts, events or activities that influence the
selection and/or actions of political representatives is defined as political
participation (Okoro and Nwafor, 2013).
Manipulation of Public Opinion

The manipulation of public opinion via social media platforms has emerged as a
critical issue facing contemporary digital society. There are many dimensions to this
problem: junk news is spreading like wildfire via social media platforms during key
episodes in public life, bots are amplifying opinions at the fringe of the political
spectrum, nationalistic trolls are harassing individuals to suppress speech online, the
financial model that supports high-quality news and journalism is facing increasing
competition from social advertising, strategic data leaks targeting political
campaigns are undermining the credibility of world leaders and democratic
institutions, and the lack of transparency around how social media firms operate is
making regulatory interventions difficult. Evidence is beginning to illuminate the
global impact of the darker side of political communication, including
disinformation campaigns, negative campaigning, and information operations.

Social Media and Behavior of Voting
The voting behavior of voters, particularly the younger generation, is

influenced by environmental factors, issues, political leaders, political candidates,
government policies, and are available on the internet and some offline information.
Young people's political behavior is also influenced by their personal feelings and
emotions people. According to Karamat and Farooq (2020), there are parallels
between marketing and sales. Politics and advertising Voters are viewed as
consumers of political marketing in the political marketing process.
Furthermore, the choice of political parties is equal to consumer buying

decisions in the corporate business world. The voting decision making process is
also as same as the process discussed above here a voter is pursued by a political
stimulus, make a voting decision or not. From the studies on politics, it has been
found that the voting process considers single voters as active participants in the
process of the political system (Heblich, 2016). In this process, if the political
candidate fails to motive and meet the expectation of voters, they get dissatisfied
with the politicians and avoid vote them in future elections (Masiha et al., 2018.)
In this case, social media can play a significant role in providing effective
means for voters to connect with one another. Political organizations the interaction
on social media assists politicians in building trust among their constituents’ voters.
The citizen also can gather needed information and knowledge about the political
parties on social media that helps them to make voting decisions (Karamat and
Farooq, 2020). If citizens like the policies and political commitments of a party, they
can make great tendency among them to vote for the party. Trust is also important in
this process of increasing the number of supporters. The social media campaign is an

efficient method of assisting political candidates. Make this trust among voters a
reality.
Political Interest Among Youth
According to Russo and Stattin (2017), political interest refers to as key to

development and survival. This is also called the attractiveness of politics to an
individual. This is the concentration of citizens about public policy, rights and
elections. But, it is essential to have substantial political interest among youth.
Youth interest in politics is essential because it is a great indicator of political
participation. Youth in the political phase represents great potential Bennet and
Bennet (1989) argued that a man is more interested in politics than a woman. There
are many causes of such differences such as lifestyle, the situation in society,
structure and roles. This research also concluded that friends and family shape the
political interest among youth people. Political interest can be increased among the
youth when they come out from parents’ home. They started to communicate with
external parties and involve in various political activities (Kim and Sin, 2017). In
this period youth also started to know the importance of politics and its social
benefits. Available information in social media and every day news updates and
sharing by the politician can political importance of social media.
Political Importance of Social Media
The importance of social media is high to political. In recent times, political

parties are needed to be elected socially. The use of social media has changed the
process and patterns of people thinking. This also has changed the voting behavior
of citizens. The perception of people can be known to the other parties via social
media content. This also helps to understand the pulse of the voters (Garcia and
Silva, 2017). Today most of the citizen is using social media and online platform for

gathering information about to a particular decision. is a hidden problem. Your

political behavior is less predictable than any other group of the society.
CHAPTER II
Methodology and Research Design

This chapter is to analysis the data obtain as responses to the impacts of
social media use in political campaign among Grade-12 HUMSS students at
Cagayan National High School, Philippines. The Methodology of our study refers to
the overarching strategy and rationale of this research. A Population is the complete
set of individuals, objects or scores that on investigation is interested in studying.
Basically, the population refers to the entire collection of all observation of study.
The main focus of this study is to determine and investigate the impacts of social
media use in political campaign among Grade-12 HUMSS students at Cagayan
National High School. This will enable the researchers to collect relevant data, work
effectively and have a deeper understanding the impacts of social media use in
political campaign among Grade-12 HUMSS students at Cagayan National High
School. This chapter presents the Research design, Respondents of the Study,
Instrumentation process, and Statistical Tools.
Research Design
The researchers will use descriptive research design as the type of research
design in their study. The researchers will utilize quantitative approach in
conducting the study. Researchers will use this type of research design for the study
of the impact in social media use in political campaign among Grade-12 HUMSS
students in Cagayan National Senior-High.

Locale of the Study
This study will be conducted at the Cagayan Senior High School classrooms
and grounds located at Taft Street, Tuguegarao City, Cagayan in School Year 2021-
2022.
Sampling Procedure
The respondents should be composed of Grade 12 HUMSS students that are

qualified voters from Cagayan National High School, for the SY 2019-2020. Twelve
sections from HUMSS strand who will serve as the respondents of the study.
The formula that the researchers will use in getting the sample of respondents is,
Slovin’s Formula:
n= N/1+Ne² (use e = 0.05)

Formula 1: Sample Size Computation
n = Sample size
N = Population
e = margin of error / precision level
Stratified Purposive Sampling:

Stratified Purposive Sampling accurately reflects the population being studied.

This is the precision and cost of a stratified design is influenced by the way that
sample elements are allocated to strata.
nh = (Nh/N)*n
Formula 2: Estimation for Sample Size
where:
nh = sample size for stratum nh
Nh = total population size for stratum h
N = total population size
n = total sample size
Research Instrument
The instrument used by the researchers to collect or to gather data in an online

platform will be a survey questionnaire. The first part of the questionnaire is
consisting of the demographic profile of the participants followed by two questions
regarding the impact s of the social media usage in political campaign.
Data Gathering Procedure
The researchers will use survey questionnaires, the researchers shall gather data
from Grade 12 HUMSS senior high school students that are qualified voters.
Respondents will able to answer questions through using one of their favorite
platforms, Facebook messenger application. The links are then forwarded to the
respondents and they only need to click it, and press the “Get Started” button and the
survey automatically starts.
The data from the respondents will be recorded instantly in the Google
spreadsheets, after which, the respondents finish answering the survey. A formula
will be created to count frequencies and sort the data gathered conveniently. By
using a facebook messenger survey bot, we will be able to acquire the information
and data we need for analysis and interpretation.The respondents will get informed
that the survey will be use for the purpose only of the study.

References
A. Online Resources
@ResearchGate. “(PDF) Using Social Media For Political Campaign

Communication And Its Impact On Political Polarization Among Youths In
Uganda.” ResearchGate, www.researchgate.net,
https://www.researchgate.net/publication/352793427_Using_Social_Media_For_Pol
itical_Campaign_Communication_And_Its_Impact_On_Political_Polarization_Amo
ng_Youths_In_Uganda. Accessed 25 May 2022.
Malnar, 2020)
https://www.mediatoolkit.com/blog/the-importance-of-political-social-media-
strategy/
(Barnhart, 2021)
https://sproutsocial.com/insights/social-media-for-political-campaigns/
( Quitzon, 2021) https://www.csis.org/blogs/new-perspectives-asia/social-media-

misinformation-and-2022-philippine-elections
(Buenaobra, 2016)
https://asiafoundation.org/2016/04/27/social-media-a-game-changer-in-philippine-
elections/



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Republic of the Philippines

The Impact of Social Media Use in Political Campaigns

A Completed Investigation, Inquiry & Immersion Research

Submitted to Cagayan National High School

Tamayao, Krysha Kaye L .

Palatan, Karl Angelo E.

Pagulayan, Marc Aurel C.

Dela Cruz, Andrei Louis

Grade 12- Sociable

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

MARK KENNETH SUMBILLO ALEC CEDRIC B.

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

Also, they wanted to express their deepest gratitude to their Practical

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

Approval sheet ---------------------------------------------------------------- ii

-Conceptual Framework --------------------------------------------5

-Statement of the problem ------------------------------------------6

-Hypotheses of the Study--------------------------------------------6

-Scope and Delimitation --------------------------------------------7

-Significance of the Study ------------------------------------------8

-Definition of Terms ------------------------------------------------10

- Research Design ---------------------------------------------------22

-Locale of the Study ------------------------------------------------22

-Data Gathering Procedure ---------------------------------------- 28

-Results and Discussion--------------------------------------------31

-Summary of Findings ---------------------------------------------65

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

Political campaigning is one of the most expensive and sophisticated marketing

Information and communication technology (ICT) has fundamentally changed

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

It has a huge role in allowing political candidates to reach wide audiences at

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

1.2 Conceptual Framework

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

Factors Implementation Results

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

1.2 Statement of the Problem

1. What are the demographic profile of the respondents based on the

1.1 Name (Optional)

3. Is there significant relationship between social media use to the political

1.5 Scope and delimitation of the study

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

among grade 12 HUMSS students of Cagayan National Senior-High. The other

1.4 Significance of Study

1.5 Definition of Terms

•Political Campaign– it is a political activity where in, running candidates inform

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

•Social Media- a platform and communication tool to facilitate and share

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

Awareness to Social Issues

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500

According to Kim and Chen (2016), social networking is having a significant

Manipulation of Public Opinion

Address: Bagay Road, San Gabriel, Tuguegarao City, 3500