G2 - THESISMANU (4grmmly&plagiacheck)

Abstract
ASIÑERO, CHELSEA LAHAYON; FUENTES, ELIE ROSE JOY CUBOL;

FUENTES, ELJANE CUBOL. Bukidnon State University. May 2022. Impact of
Media-based Campaigns on Political Preferences among Registered Voters in
Malaybalay City
Adviser: Ms. Nova Thirdy E. Agravante
The study determined the impact of media-based campaigns on political preferences
among registered voters in Malaybalay City. In context, the study explored to answer
the following aspects of the problem: (1) to assess the respondents' exposure to
media-based campaigns; (2) to determine which media platforms are most effective
for the voters; (3) To examine the level of influence of media campaigns on voter's
preference during the election period; and (4) to determine the relationship between
respondents' media exposure and their influence towards media-based campaigns.
The research data were collected from 73 active voters' in Malaybalay City through
survey questionnaires via google forms. The JAMOVI application was used to
analyze the data in descriptive statistics, frequencies, percentages, and mean scores
to analyze the respondents' exposure to media-based campaigns and the
effectiveness of the specified platforms. Respondents marked Social Networking
Sites as the most times they have encountered a political campaign; television ranked
second, then radio, and lastly, printed materials. Television and Social Networking
Sites were perceived to be effective, and Radio and Printed Materials were
undecided about their effectiveness. Regarding influencing political preferences,
Radio-based and Printed Material-based campaigns were deemed significant.
Keywords: Influence of Media-based Campaigns, Registered Voters, Exposure to
Media Platforms
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Chapter 1
The Problem
Introduction
Filipinos, who registered voters, will again practice the right to suffrage. Granted by
the Commission on Elections in Resolution No. 10695, the national elections shall be
scheduled for May 9, 2022. As the event is fast approaching, it is expected that as
early as now, we may see political advertisements and campaigns in every corner -
whether through interpersonal interventions or media-based communications.
As per the released calendar of activities connected to the May 9, 2022, national and
local elections, the campaign period for national positions starts on February 8, 2022,
and ends on May 7, 2022. However, with the pandemic situation, political caravans
and public campaigns or rallies of politicians have significant restrictions. Thus,
aspiring public officials adapting to the new normal would possibly lean forward to
media-based communications.
The nature of traditional and new media has been observed as the opposite.
Speaking of traditional media such as radio, television, and printed materials, a non-
interactive platform in nature has been proven to be much more successful in
persuading people to support a political candidate. For example, actors/actresses or
famous personalities that run for a national position have mostly been triumphant
due to their mass appeal. Popularity due to media privilege has allowed them to gain
political support. On the other hand, new media such as social media networks,
email, and virtual and augmented reality encourage a highly interactive nature. It
has the ability to allow discourse among citizens, and enabling them to express their
political stand slowly affects the public mood on politics (Pertierra, 2012).
Though media utilization in information dissemination can be convenient and
inexpensive for the candidates, it has downsides. Some media-based campaigns use
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trolls to spread misinformation and disinformation and attack their political rivals.
These so-called trolls can control and influence engagements through media. Political
parties may be victims of negative information and even false advertisements that
may affect their reputation and the results of the elections.
In Gary Jacobson's, How Do Campaigns Matter? It emphasized that campaigns
increase voters' awareness. By providing information and making connections,
campaigns can influence voters' choice. Awareness plays a crucial role in voters'
preference because there is a growing hesitation in voting for someone they do not
recognize. Awareness that springs from campaigns also acts as a precondition for
supplementary information. He further set out examples of the effects of campaigns:
1) Voters learn information and issues about candidates that are relevant to their
preference; 2) Campaigns determine whether the candidates' qualifications, traits
and competencies are significant; and 3) Campaigns expose the stand of the
candidates in crucial areas of nation-building. This highlights his/her existing
attitudes and beliefs and whether this is in line with the voter’s preference. The 2018
study of The Impact of Advertising Campaigns on the Selection of Candidates for
Election indicated a significant impact of advertising activities on electing an
electoral candidate. It suggested that advertisements on television have a significant
impact, while street ads like posters, flyers, and tarpaulins have a weak impact.
Thus, the study to be conducted brings quantitative evidence to bear the results of
which media platform is most effective for the voters and the impact of these media-
based campaigns on political preferences in Malaybalay City.
Objectives of the study
Generally, this study aimed to determine the impact of the media-based campaigns
to the voters’ preferences. Specifically, this study aimed to:
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1. To assess the respondents’ exposure to media-based campaigns
2. To determine which media platform are most effective for the voters
3. To examine the level of influence of media campaigns on voter’s preference during
election period
4. To determine the relationship between respondents’, media exposure and their
influence towards political preferences
Theoretical and Conceptual Framework
With its origin in the field of Psychology, Priming is placed in social cognition. It is
described as an occurrence where "mental constructs that have been activated in the
past (primes) remain temporarily accessible and applicable to the interpretation of
stimuli encountered at present (priming effect)."
As the definition of priming evolved, it also made its way towards politics, media,
and communication. Iyengar and Kinder, 1987, described media priming as the
influence of media in the evaluation criteria of a political candidate through featuring
and highlighting particular elements or issues while ignoring the others. By causing
a subject matter to be salient in an individual's perception using mass media, the
existing political consideration or belief of the viewers of that material will be
challenged. Thus, generating a judgment about the issue concerned. Priming refers to
‘‘changes in the standards that people use to make political evaluations’’ (Iyengar &
Kinder, 1987)
In support, Cultivation Theory by George Gerbner is also explored. According to the
2015 book, All You Need to Know About Cultivation Theory by Eman Mosharafa,
television shapes an individual's perception. He stated, "The theory proposes that the
danger of television lies in its ability to shape not a particular viewpoint about one
specific issue but in its ability to shape people's moral values and general beliefs
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about the world." He added that Gerber argues that the accumulation of exposure to
television produces incidental learning, which is called Cultivation.
The same book by Mosharafa, further explained that cultivation theory represents
the impact of television, to a great extent, in forming our standards of values, such as
our ideologies, assumptions, beliefs, images, and perspectives. What the individuals
see on television develops into the basis of their interpretation of societal practices,
values, and standards, taking into account the level of exposure on television.
(Figure 1. Conceptualized Relationship among Variables)
Concerning the priming and cultivation processes, where an issue or information is
received through Media affects the judgment of an individual's preference. This
theory connects to our present study, which investigates the Impact of Media-based
Campaigns on Political Preference among Registered Voters in Malaybalay City.
As shown in our conceptual framework, the exposure to media-based campaigns
(independent variable), in both traditional and new media, leads to a contemplation
of the voters (dependent variable) towards their criteria of a Presidential Candidate.
However, pre-existing beliefs, values, or criteria are intervening factors that may
affect this relationship.
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Hypothesis
Based on the objectives, the relationship between socio-demographic characteristics,
information exposure, and their influence on media-based campaigns are to be
examined in this study. It would answer whether these media-based campaigns have
an impact on political preferences
In specific, this would determine the following hypothesis:
Ho: There is no significant relationship between the respondent's Television
Viewing and the Influence of Political Campaigns towards Political
Preferences
H1: There is a significant relationship between the respondent's Television
Preferences
H: There is no significant relationship between the respondent’s Television-
based Campaign Exposure and the Influence of Political Campaigns towards
Political Preferences
H2: There is a significant relationship between the respondent’s Television-
Ho: There is no significant relationship between the respondent’s Radio
Listening and the Influence of Political Campaigns towards Political
Preferences
H3: There is a significant relationship between the respondent’s Radio
Preferences
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Ho: There is no significant relationship between the respondent’s radio-based
Campaigns Exposure and the Influence of Political Campaigns towards
H4: There is a significant relationship between the respondent’s radio-based
Campaign Exposure and the Influence of Political Campaigns towards
Ho: There is no significant relationship between the respondent’s Printed
Material Reading and the Influence of Political Campaigns towards Political
Preferences
H5: There is a significant relationship between the respondent’s Printed
Preferences
Material-based Campaign Exposure and the Influence of Political Campaigns
towards Political Preferences
Ho: There is no significant relationship between the respondent’s Social
Networking Sites Surfing and the Influence of Political Campaigns towards
H7: There is a significant relationship between the respondent’s Social
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Ho: There is no significant relationship between the respondent’s Social
Networking Sites-based Campaign Exposure and the Influence of Political
Campaigns towards Political Preferences
H8: There is a significant relationship between the respondent’s Social
Significance of the Study
This study will provide information on which type of media-based election
campaigns are most effective to the registered voters in Malaybalay City. It will also
assess the voter's exposure to media-based campaigns and examine the level of
influence for the voter's preference. This study brings significance to the following:
1. The study serves as a reminder to voters and non-voters to be cautious of
information they read or see. This could prompt media users to fact-check
data before believing and sharing it.
2. As the study would provide data on media's effectiveness, campaign
managers, political or not, could understand the depth of campaigns and
advertisements specified in the locality of Malaybalay City. This would serve
as a basis for what media will serve most of its purpose in this city.
3. This study could also bring significance to Development Communication in
studying campaign materials and media effects. The result of the study could
aid researchers for future references and as resource material for those that
would study other parts of Bukidnon.
Delimitation of the Study
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The study is limited to registered voters in the City of Malaybalay, Bukidnon. As
reported by Commission on Elections (COMELEC), 105 204 registered voters as of
May 2019. The city comprises 46 barangays, 51 percent are males, and 49 percent are
females. The study focuses on identifying and determining the impact of television,
radio, printed, and social media campaigns on voters' preferences in selecting a
Presidential Candidate only.
Definition of Terms
Election campaigns: Election campaigns are the measures that allow aspiring
political candidates to raise their cause and positions on certain issues to the voters
before elections (openelectiondata.net). In this study, election campaigns are the
politicians’ means of communicating their agenda and presenting themselves to the
public through media channels. We limit this study to television and social media-
based campaigns only.
Exposure: Exposure is defined as experiencing or being affected by something.
(dictionary.cambridge.org/) This study directs exposure as coming across or
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engaging with campaign propaganda and materials on television or social
networking sites.
Beliefs, Values, Criteria: A belief is an idea that a person holds as being true. This
can be based on certainties, probabilities, or matters of faith. Values are strong beliefs
about aspects of life that are considered important to an individual. These then
emerge an idea of how a person makes up his life. Thus, values are crucial for a
person to create logical and informed life decisions. (iaa.govt.nz). Criteria are the
principles for evaluation or testing something. (dictionary.com) In this study, beliefs,
values, and criteria are all directed toward politics - their beliefs of what should hold
of a politician, the standard of what is important for the voters, and their criteria for
assessing key issues posed by the aspiring political candidate.
Judgment: A judgment is a decision or opinion about someone or something that
people form after thinking carefully. In this case, the evaluation or critique of a voter
after coming in contact with a media-based campaign.
Troll: A troll is a person who intentionally antagonizes others online by posting
inflammatory, irrelevant, or offensive comments or other disruptive content
(Merriam-webster.com). In this study, trolls are those we find on the internet using
dummy accounts on any social networking sites.
Media: Media is a medium of communication used to store, retrieve and deliver
information often labeled as a channel of messages, including digital and printed
information containing news, entertainment, arts, sports, educational content,
weather updates, and other forms of data. (techopedia.com/) In this study, Media is
the main source of political information, such as politicians’ campaign propaganda.
Media Exposure: Media Exposure is defined as when the listeners or audiences
encounter a particular message visually. (pure.uva.nl/) In this study, media
exposure is for those people who are directly exposed to or involved or participate in
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the material and campaign propaganda on social networking platforms and
television.
Media-based Campaigns: Media-based Campaigns are where the politicians appear
their campaign strategy, including paid advertising, theme songs and stump speech
(digital logic.co). This study focuses solely on social networking sites, television,
print media, and radio campaigns to attract and decide voters’ minds.
Political Preference: Political Preference is defined as a person who likes or choose
their electoral candidates over other. (Merriam-webster.com) This study directs the
voters in selecting their politicians.
Voters: Voters are defined as individuals of legal age and have the right to suffrage
during the election. (dictionary.cambridge.org) In this case, an individual aged 18
years old and above and registered to COMELEC is referred to as a voter.
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Chapter 2
Review of Related Literature
The Effects of Political Campaigns towards Voters’ Preferences
In the study of Policy Deliberation and Voters Persuasion, the political strategy
might affect voters' voting behavior by the platform message, communication
strategy, politician traits towards the voters, and audience characteristics. Therefore,
to understand as to what extent deliberations affect voting behavior, it needs to
manipulate the campaign’s communication strategy.
The strategic decision of a candidate is not just an exercise in the spirit of collective
warfare; both inputs and outputs of the campaign process can have consequences.
The media coverage reflects what attracts the viewer’s judgment based on their
interest in the story and the attention of potential voters (Brady, Johnston and Sides
2006).
Moreover, Party Preference in the Digital Age approaches the lies in the interface
between the coordination topics and agenda-setting/literary learning. Much more of
the research on the impact of campaign information on voting decisions deals with
what kind of information it is, for example, the position of a political party. Voters
can receive and process it. It focuses on two categories of actors: voters (demand)
and political parties/candidates (supply). Information is generated from the supply
side directly (through campaigns, platforms, and others.) or indirectly (through mass
media, social interaction with others) Etc.), and it is received, processed, or processed
by the voters’ demand side.
Television Media Vs. New Media
In 2003, Bolls, Muehling, and Yoon studied the effects of television commercial
pacing on viewers’ attention and memory. They stated that fast-television
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commercials could be relatively more effective at attracting unwanted viewers'
attention because the fast commercials used in this survey elicited many more skin
conductance responses than the slow commercials. Since skin conductance responses
index viewers' excitement and their 'orientation responses' to advertising, the present
study provides evidence that fast ads (as opposed to slow ads) have the potential to
increase unwanted attention to television advertising.
Moreover, online platforms and their impact on video viewers can affect the user
comments on entertainment experiences and knowledge during political satire
consumption. Political satire is often consumed on online platforms (e.g., YouTube),
and the user's comments can strongly influence the effects of its consumption. They
suggested understanding how online media consumption affects viewers by
considering the social context in which the content is presented. They also noted that
when the social context is presented, user feedback is an important part of it. By
systematically manipulating the characteristics of this social context, we can learn
more about how viewers are affected by it when watching videos online (Moller &
Boukes, 2021).
In contrast, Salaudeen and Onyechi (2020) studied which type of Media is the most
effective influencer media exposure and information preference as correlates of
media credibility. Even though new media has taken a center level in the Nigerian
media sphere and is competing favorably with television media, conventional
information stores stay veritable information assets and facts for Nigerians. They
stated that participants highlighted owners' bias and shortage of press freedom as a
lapse in television media and the number of shortcomings of new media inaccuracy
and shortage of expert requirements. They also recommend the intervention of press
regulatory bodies and media duty structures to ensure excessive expert and moral
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requirements amongst mainstream newshounds and individuals of user-generated
content on new media.
The Importance of Elections
According to Indivisible, “Electoral Politics 101: Why elections and voting matter, an
election is one way people make an informed decision. They mentioned that
registered voters elect representatives to make policy in the future. Policymaking
distributes resources at every level and priority. Elections are one key manner we
have chosen to create these selections. They confirm who is within the area once
necessary decisions are created. They guarantee our representatives understand
whom they will have to be compelled to answer to once they rank priorities and
make robust decisions.
The electoral system has a huge impact on the effectiveness of the broader
government and a degree of fragmentation or coherence. Menocal (2011) electoral
system helps to alleviate, shaping the outcomes of public policy actions of political
actors and the formation of incentive structures. Either the politicians rely directly on
voters or parties for continuing careers. The key factor in determining is whom they
feel and which they have elected. They also added what kind of resources the public
uses to connect with their resources and what kind of incentives may exist for
corruption and election cheating.
Factors affecting the impact of media-based campaigns
According to Atkins and Rice, assessing audiences' demographic characteristics,
predisposition, personality traits, and social contexts puts a campaigner in strategic
advantage. Accessibility and receptivity of the audiences improve the appeal of the
message. They added that the campaign's effectiveness is increased when the
attributes and abilities of the respondents are prioritized.
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Similarly, What Makes a Successful Campaign, emphasized that exposure from
media platforms holds a different effect on the viewers. Social Media is appropriate
for granular targeting, while traditional Media is suitable when trying to influence
the masses. They also noted that people respond to messages directly, and the most
common targeting method is through demographics. Next is understanding and
identifying which medium is more useful to the target audiences. The study had set
former US President Obama's political campaign back in 2008, where he effectively
used social media to his advantage. Constant monitoring of database and user
responses made it easier for his team to adjust their campaign strategies. Social
media's interactive nature had maximized his reach because it empowered his
supporters to build their social networks to support him.
Moreover, Campaigns Best Practices not only argued that demographics influenced
campaigns but also media exposure. It stressed that before people can hear messages,
it generally takes about three exposures first. They also introduced media mix, media
vehicles, and media schedule as elements in forming a media plan. When and how
advertisements are ran are many things that need to be considered. Repeated
exposure is necessary for people to remember what the campaign is for.
Priming and Cultivation Theory
Priming Theory was used in the evaluation of the 1980’s Presidential Elections by
Gina Leigh Corell. The results of this study indicated that, separately, media
platforms have a unique influence on voters' preferences or opinions about an
aspiring president. Personal patterns in forming opinions that bring about change
have been observed to be created by newspaper reading than television viewing.
Furthermore, it concluded that campaigns that cover a candidate's capabilities have a
greater effect on the voters than covering the issues they stand with or parties they
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belong to. Priming can even continue after the elections to build momentum for the
winning candidate.
Larry Bartels discusses that campaigns are significant, especially for potential voters,
because it brings light to their pre-existing political criteria. Campaign programs and
materials attach biases among voters because it triggers their political preferences.
He suggested that politicians intentionally attempt priming a specific issue or
attitude they possess that would favor their victory in the elections.
Lee and Niederdeppe (2011), stated that cultivation theory and research had been
criticized for ignoring fluctuations for genre-specific effects and using the
appropriate controls for the third variable to identify the cause of direction. Current
research, managing various demographic characteristics, Media usage variables
found exposure to local television (TV) news broadcasts. It is associated with various
problematic "real world" beliefs.
Moreover, the media images can contribute to the idea of our social reality by
structuring our perceptions of voting and giving them a framework of meaning. It
may fit the concept of Stenner Authoritarianism as a "propensity." Authoritarianism
can be "acquired" through the social learning process but remains latent until
"correct" conditions emerge. Television is the source of this social learning and can be
the basis for this trend discussed by Morgan and Shanahan (2017).
Chapter 3
Methodology
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Locale of the Study
The study was conducted in the capital city of Bukidnon, Malaybalay. It is an
agricultural region of the Philippines, with a land area of 984.38km 2 (about 13% of
Bukidnons total area).
In the 2016 Presidential Elections, the total registered voters in Malaybalay City,
Bukidnon was 95 493; 51% were male, and 49% were female. However, in the 2019
National and Local Elections, there has been an increase of registered voters to 105,
204, and still comprises the same percentage for males and females. Despite the
number, only 85 901 voted in 2019. No data has been published by the Commission
on Elections for the upcoming 2022 elections.
Research Design
The study employs a quantitative correlational research design to measure
relationships between two or more variables and understand events, conditions, and
behaviors presented in the study. (SAGE Publications Inc., 2016)
Respondents and Sampling Procedure
The respondents of this study were residents in the City of Malaybalay, Bukidnon.
The participants in this study were chosen based on the criterion that he/she must be
registered voters of Malaybalay City, Bukidnon. Random Sampling Technique was
followed to determine the study's sample population, wherein each individual was
selected by chance. In the recent 2019 elections, 85 901 voted out of 105 204 registered
voters. Of this, 73 were randomly selected to serve as respondents of the study.
Instrument
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This study used a survey questionnaire that was used to question the impact of
media-based campaigns on political preferences among the registered voters in
Malaybalay City. The questionnaire was developed based on the study’s objectives
and hypothesis. The questionnaire consisted of three parts. The first part was about
the respondents’ socio-demographic characteristics, including their age, sex, and
educational attainment. The second part dealt with the respondents’ exposure to
media and the effectiveness of the platforms, which can be answered by checking
boxes that apply to the respondents' experience. The last part of the questionnaire
was about the influence of campaigns on voters’ preferences. The respondents
answered these questions using the following 5-point Likert scale; 5- Strongly Agree,
4- Agree, 3- Neutral, 2-Disagree, and 1- Strongly Disagree. The range of answers will
then be assessed through the table below.
Data Gathering Procedure
This study determined the registered voters in Malaybalay City, Bukidnon, for the
impact of media-based campaigns on political preferences. Before conducting the
study, voluntary informed consent was sent through the application, Messenger in
preparation to survey the registered voters in Malaybalay City. After they agree to
the consent form, they will proceed to the next page of the google form, which is the
survey questionnaire. The survey questionnaire served to be our guide to meet the
study's objectives. Data were gathered through distribution of an online survey
questionnaire via google forms and were sent via communication platforms, Google
Mail and Messenger.
Data Analysis
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Descriptive Statistics, specifically frequencies and percentages, were utilized to
analyze the socio-demographic characteristics of the participants. For the exposure of
the respondents to media-based campaigns and the effectiveness of the specified
platform, descriptive statistics such as mean, standard deviations, and qualitative
description were used to describe the respondents’ most effective media platforms
during the election period. On the other hand, Spearman’s Rho Value was used to
examine the relationship between the respondent’s self-reported media exposure and
their influence on political preferences. The data were encoded in Microsoft Excel
and analyzed through Jamovi.
Chapter 4
Presentation, Analysis and Interpretation of Data
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Respondents’ Exposure to Media-based Campaigns
Television
As revealed in figure 2.1, a majority (82.2%) of the respondents favored watching
television, and a few (17.8 %) respondents were not able to television networks.
Table 2.1 shows that 25 respondents (34.25 %) used television at least 1-3 times a
week, followed by the tally of 15 (20.55 %) the respondents who used television
daily. Next to this is 13 (17.81%) respondents who answered never exposed to
television, closely followed by four to six times a week garnered by 11 (15.07%)
respondents and 9 (12.33%) respondents answered once or twice a month exposed to
television. As for the Television program they watched, 48 respondents responded
‘News’, which is the usual watched program on television. Soap Opera was ranked
second among the respondent's usual watched programs on television, with 22
responses. Most answers were geared towards using television as a source of
entertainment.
Figure 2.2 The results showed that most respondents encountered television
campaigns, with 53 responses (72.6%), and 20 (27.4%) respondents answered no
exposure to television.
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Table 2.2 showed that 21 (28.8%) respondents encountered a political campaign on
television with about 4-6 advertisements per day. It followed 20 (27.40%)
respondents who answered that they had never encountered a political campaign on
television. 13 (20.5%) respondents encountered more than 10 advertisements per day
and about 1-3 ads per day, and 6 (8.2%) respondents encountered a political
campaign on television about 7-9 advertisements per day. The respondents
encountered television campaigns on the platforms of each candidate, their political
agendas, their programs, the qualities of the aspirant candidate, the policies of the
candidate, the global news, and economic campaigns. Each advertisement contained
promotional campaigns, political advertising, and endorsing a certain candidate.
Radio
The study results showed that the respondents listened to the radio for their voting
preference, which had 47 responses (64.4%) and 26 (35.65%) respondents who did
not listen to the radio. This indicated that active voters used radio as one of their
sources of information on politics and elections.
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Table 2.3 showed that most 26 (35.62%) respondents had no exposure to listening to a
radio. It followed 19 (26.03%) respondents that listened to the radio about 1-3 times a
week, both 10 (13.70%) respondents who listened to the radio every day and once or
twice a month listened to the radio and 8 (10.96%) respondents who listened to radio
about 4-6 times a week.
Figure 2.4 showed an almost draw on the results. More than half (50.7 %) of the
respondents have listened to or have heard information about political campaigns on
their chosen radio station. On the other hand, 49.3% have not been exposed to
political campaigns on radio.
The table showed respondents’ frequency of exposure to radio campaigns. 49.32% of
the respondents had not listened to any political campaigns on the radio.13 (17.8%)
respondents who listened to the radio on political campaigns were on about 4-6
advertisements per day, and 11 (15.07%) respondents who encountered a political
campaign on the radio about 1-3 ads per day. 9 (12.33%) respondents and more than
10 advertisements per day, and 4 (5.48%) respondents listened to about 7-9 ads per
day on the radio.
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Printed Material
The table shown above that more than half (57.4 %) of the respondents did not read
any printed material such as magazines, newspapers, and brochures. In contrast, less
than half (42.5 %) of voters have used and read some printed materials.
The table showed the respondents’ frequency of printed material. As revealed in the
table, most (57.53%) of the respondents do not have or even read any printed
material. Some respondents answered that they read any printed materials. There are
14 (19.18%) respondents who had read printed materials once or twice a month, 9
(16.4%) respondents read 1-3 times a week, and both 4 (5.48%) respondents read 4-6
times a week, and every day on printed materials.
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As shown in the table, 63.0% of the respondents have not read information about any
political campaign on printed materials, and 27 respondents agreed that they saw
and read political campaign information.
The above table presented that more than half (63.01 %) of the respondents never
encountered a political campaign on printed materials. Some respondents
encountered a political campaign on printed materials. Followed by 12 (16.44%)
respondents who said they encountered about 1-3 ads per day, and 9 (12.33%)
respondents answered that they encountered a political campaign with about 4-6 ads
per day. Lastly, 3 (4.11) respondents encountered about 7-9 ads per day and more
than 10 advertisements on printed materials. The responses regarding the type of
political information they encountered were the candidate's projects and platforms
and their qualities. History and current events were also being read by those who
answered yes.
Social Networking Sites
As shown in figure 2.7, 68 out of 73 respondents usually browsed social networking
sites. On the other hand, five (6.8 %) of the respondents did not access social media
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platforms. This implied that voters were more active in modern technology usage, as
noticed in the previous results.
It can be gleaned from the table above that the respondents revealed that surfing
daily on social networking sites is 79.45% out of 100%. It is followed by 7 (9.59%)
respondents surfing on social networking sites about 4-6 times a week, 5 (6.85%)
respondents who have never been exposed to surfing on any social networking sites,
2 (2.74%) respondents answered 1-3 times a week of surfing/browsing and 1 (1.37%)
respondent exposed of surfing once or twice a month on social networking sites. The
respondents usually browse Facebook, YouTube, and Instagram social media
applications. This implies that social networking platforms were more accessible to
the respondents.
Figure 2.8 shows that 63 of the respondents (86.3 %) agreed with surfing social
networking sites, and 13.7% least responded otherwise. Results presented that the
respondents were active on social media platforms and exposed to political
campaign materials. This implied that most of the electorates usually use Facebook
sites which had a significant impact on the spread of current political information
and awareness. Similarly, in the study of Yousif, R. O., & ALsamydai, M. J. (2012)
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that Facebook has a huge influence on political dissemination. It meant that the
respondents widely used and their main source of political campaign information is
using the Facebook platform.
As shown in the table above, 34 (46.6%) respondents encountered political
campaigns on social networking sites with more than 10 advertisements daily. It was
closely proceeded by 12 (16.44%) respondents who encountered a political campaign
on social networking sites about 1 to 3 ads per day. 10 (13.70%) respondents
answered that they had never encountered any political campaign on social
networking sites, the next is at 9 (12.33%) respondents seen 7-9 advertisements per
day, and 8 (10.96%) respondents encountered more than 10 advertisements per day
on social networking sites. The findings presented that the respondents have seen
ads about political campaigns, platforms of the candidate, debates/rallies, updates of
Presidential candidates, and misinformation.
Respondents’ Perceived Effectiveness of Media
Television
The figures and percentages in the table above showed the respondents' effectiveness
of television platforms in campaigning for a candidate. As can be seen from this
table, the majority (61.1 %) of the respondents indicated that watching television
25
advertisements is more effective, while 36.1% of them showed that it is neutral. Only
2.8% of the respondents showed that television was not effective. This implied that
television is effective to the respondents as their basis for selecting a candidate. The
results were similar to the study of Abellanosa, Escalona, et al. (2012) that television
is effective because it communicates on both sound and sight that can catch the
attention of the viewer's or respondents’ perceptions on voting preferences.
Radio
Figure 3.2 above showed the respondents' effectiveness of radio in campaigning for a
candidate. As revealed in the table, only 9 (12.7 %) of the respondents had agreed
that radio is not effective. An 'effective' answer was marked at 26.8%, and more than
half (60.6 %) of the percentage of the active voters had the highest count that radio is
neutral. This suggested that the respondents neither had a negative response nor a
positive response to the effectiveness of radio in political campaigns. To support the
findings, according to Phiri (2020), it contradicts the findings that programs for the
electoral process on the radio are very effective.
26
Printed Materials
Figure 3.3 showed the respondents' effectiveness of print materials in campaigning
for a candidate. As revealed in the table above, most of the respondents answered
neutral, which results in a 57.4% level of effectiveness. Followed by 15 (22.1%)
respondents said that printed materials were at a neutral level in political campaigns,
and 14 (20.6%) respondents answered that printed materials are not effective.
Therefore, printed materials were impartial to political campaigns for the
respondents. As Müller (2020) stated, there is consistent negativity bias in printed
materials, especially in media coverages such as newspapers regarding campaign
promises to the voters. In addition, it may be because the electorates have no access
to print media. Similarly, as Mondak (2020) stressed, a lack of access to print
materials can bring low influence to the voters in political events.
Social Networking Sites
27
This showed the effectiveness of social networking sites on the respondents'
preferences for voting for the aspirant candidate. The frequency result implied that
social networking sites are effective to the respondents, labeled with 90.4%. Followed
by 4 (5.5%) respondents answered neutral, and 3 (4.1%) respondents said that social
networking sites are ineffective in political campaigns. Social networking sites are
favorable to the respondents' efficiency in campaign candidacy. According to
Ahmad, Alvi, and Ittefaq (2019), social networking sites were an effective platform
for political campaigns to influence the respondent's voting perception and create
interactions between voters and politicians.
Influence of Campaigns Towards Political Preference
28
This section analyzed the influence of political campaigns on presidential
preferences. The questions were examined based on the criteria in the table below:
Table 3.1 Criteria of Evaluating the Influence of Campaigns
Table 3.2 Influence of Political Campaigns towards Political Preferences
The table showed the level of influence campaigns have on preferences. Six
statements garnered a Strongly Agree level; My political preference is influenced by
a campaign that featured the candidate’s agenda and projects in his 6-year term had
the highest level of agreement with 4.58 as its average. On the other hand, there were
no negative remarks such as disagree or strongly disagree. It was observed that the
respondents were least affirmative with campaigns that "Features celebrities I idolize
or follow as endorsers of the candidate," as it averaged 2.86 within the undecided
remark. Besides this, campaigns that ‘feature the candidate’s talents in entertainment
(Dancing, Singing, Joking, etc.)’ and those that ‘features a candidate in videos or
vlogs that had gone viral’ were also in the same range. Ustaahmetoğlu (2014), the
political campaign began with a plan to convey its message effectively. The political
actors develop plans and outline strategies and tactics for their campaigns to
influence the voters'. Agenda-setting of a politician is an effort to persuade the voters
of the electorate's usage of mass media with repeated and coordinated messages
through public relations, private promotion, and political advertising.
In a study by Agina, A., & Ekwevugbe, A. (2017), celebrities were widely known to
influence the masses. Therefore, celebrity endorsements for politicians increase the
politicians' exposure in the public setting and can increase the participation of the
electorates during an election.
29
Relationship between Media Information Exposure and the Influence of Political
Campaigns on Political Preferences
This section presented the relationship between media exposure and the influence of
political campaigns on political preferences and were further analyzed as it is
necessary to assess the level of the respondents' scores. In testing the hypothesis's
significance, the following characteristic should be met: 1. if the p-value is above 0.05,
we will not reject the null hypothesis. Hence, there is no significant relationship
among the variables. 2. If the p-value is below 0.05, we will reject the null hypothesis.
Therefore, there is a significant relationship between the variables.
Hypothesis Testing
Table 4.1 Hypothesis Testing Results
1. Television Viewing VS Influence of Political Campaigns on Political Preferences
Ho: There is no significant relationship between the respondent’s Television
Preferences
H1: There is a significant relationship between the respondent’s Television
Preferences
Table 4.2 Hypothesis 1 Spearman’s Rho
Result: Spearman’s Rho value 0.149 p-value 0.210
Decision: Do not reject the null hypothesis because the p-value is higher than 0.05.
Therefore, there is no significant relationship between Television Viewing and the
Influence of Political Campaigns
30
It was observed that respondents have an average exposure to television of 1-3 times
a week; this then concluded the acceptance of the null hypothesis. A study by Hayes,
2009 had examined the exposure of television viewers and non-television viewers as
influential in assessing presidential candidates. Just like the present study, Hayes
2009, had also acknowledged no statistical significance between these two variables.
2. Television-based Campaign Exposure VS the Influence of Political Campaigns on
Ho: There is no significant relationship between the respondent’s Television-
H2: There is a significant relationship between the respondent’s Television-
Therefore, there is no significant relationship between Television-based Campaign
Exposure and the Influence of Political Campaigns
In this research, respondents had an average exposure of 4-6 advertisements a day.
Accordingly, television-based campaign exposure was not significantly related to the
influence of political campaigns on voters' preferences. To support this claim,
Haveles (2016) also reported no significant relationship between Television Exposure
and the likelihood of voting for a candidate. It argued that an advertisement may
31
evoke emotions but is insufficient to change preferences due to people's pre-existing
views and biases. Moreover, the perceived source credibility positively correlates
with the messages they enable (Srinivasan and Barclay, 2017). In the Philippine
setting, trust in the Media as an institute had decreased largely from 80% in 2012 to
69% in 2019. Specifically, Television trust had dropped 9% from 89 to 80% in 2017
and 2019. Therefore, in the present study, we concluded that there is no significant
relationship between Television Viewing and Television Campaign Exposure and the
Influence of Political Campaigns towards Voters' Preferences in Malaybalay City.
3. Radio Listening VS Influence of Political Campaigns on Political Preferences
Ho: There is no significant relationship between the respondent’s Radio
Preferences
H3: There is a significant relationship between the respondent’s Radio
Preferences
Therefore, there is no significant relationship between Radio Listening and the
Influence of Political Campaigns on Voter’s Preferences.
In Table 4.4, respondents' self-reported frequency of radio listening has only
garnered a majority of 1-3 times a week; additionally, they listed music and drama
32
series as those they often encounter when tuning into the radio. Thus, explaining that
there is no significant relationship between Radio Listening and the Influence of
Political Campaigns on Voters' Preferences.
4. Radio-based Campaign Exposure VS Influence of Political Campaign towards
Political Preference
Ho: There is no significant relationship between the respondent’s Radio-based
Campaigns Exposure and the Influence of Political Campaigns towards
H4: There is a significant relationship between the respondent’s Radio-based
Campaign Exposure and the Influence of Political Campaigns towards
Decision: Reject the null hypothesis because the p-value is lower than 0.05. Therefore,
there is a significant relationship between Radio-based Campaign Exposure and the
Influence of Political Campaigns
In an era of digitalization, radio persisted in the Philippines because of its ability to
spread out to the most remote areas in the country. (Media Ownership Monitor,
2017) This study recognized the mean frequency of 1-3 ads per day as respondents'
exposure. To back this finding of a significant relationship between Radio-based
Campaigns and the Influence of Campaigns towards Voters' Preferences, Lee and
Capella (2010) explained the linear nature of radio broadcasting. They further
described that increased exposure to intense yet one-way messages directly affected
33
the increase in the position and advocacy agreement of the listeners. Hence, in this
study, we reject the null hypothesis.
5. Printed Material (PM) Reading VS Influence of Political Campaigns towards
Preferences
Preferences

Therefore, there is no significant relationship between Printed Material-based
Campaign Exposure and the Influence of Political Campaigns.
The interpretation of the results was aligned to having no significant relationship
between Exposure through Printed Materials and Political Preferences with a 0.533
p-value. For Mondak, 2021, mere exposure to major local newspapers did not
directly affect voters' decisions. However, the more exposure they have, the more
self-perceived knowledge of politics is also enhanced. He added that print media still
mattered; however, the voter's locality would impact that effect.
34
6. Printed Material-based Campaign Exposure VS Influence of Political Campaigns

Decision: Reject the null hypothesis because the p-value is lower than 0.05. Therefore,
there is a highly significant relationship between Printed Material Campaign
Exposure and the Influence of Political Campaigns
The product of the interpretation as highly significant matches Anderson's 2003
study, where he described regular readers who have exposure to political
information in newspapers were more responsive to political positions. His study
formed strong evidence that media coverage, especially printed advertisements,
affected not only attitudes but also voting decisions.
7. Social Networking Sites Surfing VS Influence of Political Campaigns towards
Ho: There is no significant relationship between the respondent's Social
35
H7: There is a significant relationship between the respondent's Social

Therefore, there is no significant relationship between SNS Surfing and the Influence
of Political Campaigns
There have been mixed results to Smith, Silver, Johnson, and Jiang (2019) regarding
the impact of social media in politics. He explained further that though technology
affected the information dissemination pace, people are aware that its contents could
easily be manipulated. In addition to this claim, Ibanez 2015, identified social media
usage as a variable not directly affecting an individual’s choices when voting for a
candidate.
8. Social Networking Sites-based Campaign Exposure vs. Influence of Political
Ho: There is no significant relationship between the respondent's Social
H8: There is a significant relationship between the respondent's Social
36
Therefore, there is no significant relationship between Social Networking Site
Campaign Exposure and the Influence of Political Campaigns
The present study analyzed no significant relationship between Campaign on SNS
and Voters' Preferences. According to, Bene 2014, general popularity on social
networking sites did not lead people to cast their votes on that specific candidate.
However, posts on these sites could allow engagements and discussions among
friends and followers, which may or may not result in preference change.
37
Chapter 5
Summary, Conclusion and Recommendation
Summary
The study was conducted in the city of Malaybalay, province of Bukidnon, with
73 respondents participating in answering the survey questionnaires through
google forms. The data was encoded in Microsoft Excel and was analyzed in the
software application, Jamovi. The results were evaluated by use of descriptive
statistics, namely, frequencies, percentage, mean, standard deviation, and
qualitative description. The hypotheses were then assessed through Spearman's
Rank Correlation Coefficient to test the relationship among variables.
The data revealed the campaign exposure for television is four to six
advertisements per day and more than ten advertisements for social networking
sites (SNS). On the other hand, the following radio and printed materials
revealed that respondents no exposed to any campaign advertisements. The most
effective medium for a political campaign is the social networking sites (e.g.,
Facebook, YouTube, and Instagram), followed by Television, Radio, then Printed
Materials. Furthermore, from 73 respondents, the findings present that the
influence of campaigns on political preferences was at the 'agree' margin, with
4.00 as its overall mean. This reflected the criteria set by researchers as evident in
the respondents' criteria in choosing a presidential candidate. The criterion with
the highest mark was a 4.58 mean, which states, “ I prefer a media-based
campaign that features the candidate's agenda and projects in his 6-year term",
the lowest garnered mean "I prefer a media-based campaign that features
celebrities I idolize or follow as endorsers of the candidate” with a 2.86 neutral
line.
38
The relationships of variables, exposure, and the influence of media-based
campaigns, were observed as contrasting. This revealed that out of 8 null
hypotheses, there were two successfully rejected, specifically: first, 'There is no
significant relationship between Exposure to Radio-based Campaign and the
Influence on Political Preferences'; and ‘There is no significant relationship
between Printed Material-based Campaign and the Influence of Political
Campaigns.” Radio and Print media had significant relationships with exposure,
while social networking sites and television had insufficient results to be deemed
as significant.
Conclusion
Media serves its purpose of providing a platform for information dissemination,
entertainment, and more. This study had successfully rejected two out of 8 null
hypotheses, namely: 1. There is no significant relationship between Exposure to
Radio-based Campaigns and the Influence on Political Preferences; 2. There is no
significant relationship between Printed Material-based Campaigns and the
Influence of Political Campaigns. From this, we conclude that radio and printed
materials, as mediums for campaigns, will thrive in influencing political preference
among registered voters in Malaybalay City.
Though Television and Social Networking Sites were reported as effective by the
respondents, it still does not coincide with the relationship between exposure and
influence.
Other external factors, though not specifically observed in this research, could have
been a variable in the result of the study. According to Szabo 2020, source credibility
plays an important role in refusing or accepting media-based information.
Newfound data are subjected to judgment based on credibility or doubt with its
39
origin. If those specific data coincide with pre-existing criteria, only then will it be
upgraded in interpretation. Moreover, Selection Biases may also inhabit in amongst
people. Though media platforms offer diverse information, selective exposure in
response to avoidance of topic discussions allows people to create their own biased
media environment. Audiences can selectively expose themselves to data that
fortifies their pre-existing political beliefs. (Van der Meer, Hameleers, and Kroon
2020)
Recommendation
Based on the findings and conclusions of the study, the following are recommended:
1. Campaign advertisements should focus more on their campaign project and
agenda than using celebrities as political endorsers, which has lesser influence on the
electorates.
2. Politicians should use television and social media sites (e.g., Facebook, YouTube,
and Instagram) to air their political campaign advertisements, which reveals the
audience's effective platforms nowadays for the programs, political platforms, and
agenda of a politician
3. Printed Materials though labeled as old media, persists in Malaybalay City.
Posters, flyers, and other reading materials can be utilized as an advertising medium
for campaigns.
4. Exposure to Radio-based Campaigns held a significant relationship with the
Influence of Campaigns towards Political Preferences. Campaigners could utilize the
broad reach of radio as means of persuading people to join their cause
5. The aspirant candidate must generate an effective and realistic platform for their
political advertisement to influence the voters.
40
6. External Factors, such as source credibility, media accessibility, and media trust,
are determinants of a successful and effective campaign. For campaigners,
considerations and examinations in this aspect is highly a must.
7. Further study should be conducted on what factors of printed materials and radio
not be exposed in terms of political campaigns in Malaybalay City.
41

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Abstract

ASIÑERO, CHELSEA LAHAYON; FUENTES, ELIE ROSE JOY CUBOL;

Adviser: Ms. Nova Thirdy E. Agravante

The study determined the impact of media-based campaigns on political preferences

respondents' media exposure and their influence towards media-based campaigns.

to analyze the respondents' exposure to media-based campaigns and the

effectiveness of the specified platforms. Respondents marked Social Networking

undecided about their effectiveness. Regarding influencing political preferences,

Radio-based and Printed Material-based campaigns were deemed significant.

Keywords: Influence of Media-based Campaigns, Registered Voters, Exposure to

whether through interpersonal interventions or media-based communications.

and public campaigns or rallies of politicians have significant restrictions. Thus,

interactive platform in nature has been proven to be much more successful in

persuading people to support a political candidate. For example, actors/actresses or

Though media utilization in information dissemination can be convenient and

may affect their reputation and the results of the elections.

In Gary Jacobson's, How Do Campaigns Matter? It emphasized that campaigns

increase voters' awareness. By providing information and making connections,

supplementary information. He further set out examples of the effects of campaigns:

preference; 2) Campaigns determine whether the candidates' qualifications, traits

candidates in crucial areas of nation-building. This highlights his/her existing

study of The Impact of Advertising Campaigns on the Selection of Candidates for

Election indicated a significant impact of advertising activities on electing an

electoral candidate. It suggested that advertisements on television have a significant

based campaigns on political preferences in Malaybalay City.

Objectives of the study

to the voters’ preferences. Specifically, this study aimed to:

3. To examine the level of influence of media campaigns on voter’s preference during

4. To determine the relationship between respondents’, media exposure and their

influence towards political preferences

Theoretical and Conceptual Framework

past (primes) remain temporarily accessible and applicable to the interpretation of

stimuli encountered at present (priming effect)."

influence of media in the evaluation criteria of a political candidate through featuring

a subject matter to be salient in an individual's perception using mass media, the

existing political consideration or belief of the viewers of that material will be

In support, Cultivation Theory by George Gerbner is also explored. According to the

television produces incidental learning, which is called Cultivation.

(Figure 1. Conceptualized Relationship among Variables)

Concerning the priming and cultivation processes, where an issue or information is

received through Media affects the judgment of an individual's preference. This

Campaigns on Political Preference among Registered Voters in Malaybalay City.

As shown in our conceptual framework, the exposure to media-based campaigns

(independent variable), in both traditional and new media, leads to a contemplation

of the voters (dependent variable) towards their criteria of a Presidential Candidate.

affect this relationship.

Based on the objectives, the relationship between socio-demographic characteristics,

information exposure, and their influence on media-based campaigns are to be

an impact on political preferences

In specific, this would determine the following hypothesis:

Ho: There is no significant relationship between the respondent's Television

Viewing and the Influence of Political Campaigns towards Political

H1: There is a significant relationship between the respondent's Television

Viewing and the Influence of Political Campaigns towards Political

H: There is no significant relationship between the respondent’s Television-

based Campaign Exposure and the Influence of Political Campaigns towards

H2: There is a significant relationship between the respondent’s Television-