Group13, Thesis Paper, CMS112

San Beda College Alabang
COLLEGE OF ARTS AND SCIENCES`
“Halalan2022: A Textual Analysis of the Political

Jingles of the Top 5 Presidentiables”
An Academic Study to the

College of Arts and Sciences
In Partial Fulfillment for the Degree of Bachelor of Arts

Major in Communication and Media Studies
Submitted by:
Gaton, Patricia Marize
Sabando, Princess Juvialle Zufianne
Santos, John Gabriel
November 2022
That in all things, God may be glorified

APPROVAL SHEET

ACKNOWLEDGEMENT

ABSTRACT
Research Title : “Halalan2022: A Textual Analysis of the Political

Jingles of the Top 5 Presidentiables”
Researchers : Gaton, Patricia Marize
Sabando, Princess Juvialle Zufianne
Santos, John Gabriel
Degree Conferred : Bachelor of Arts Communication and Media

Studies School : San Beda College Alabang
Adviser : Ms. Ma. Luigi Angelica Arellano-Untivero
Date Completed : November 2022
No. of Pages :

TABLE OF CONTENTS
Chapter Page
I THE PROBLEM AND ITS BACKGROUND 8

Introduction 8
Background of the Study 9
Conceptual Framework 11
Statement of the Purpose 13
Significance of the Study 14
Scope and Delimitation 15
Definition of Terms 15
II REVIEW OF RELATED LITERATURE AND 16

STUDIES
Thematic 16
The Role of Music during Electoral Campaigns 16
The Effects of lyrical Influence 19
Factors in Effective Campaign Messages 23
Research Synthesis 24
Relevance to the Present Study/ Research Gap 25
III METHOD AND PROCEDURE 26

Research Tradition 26
Key Informants Profile 26
Sampling Technique 27
Research Ethics 27
Research Instruments 28
Data Gathering Procedure 30
Data Analysis 31
IV RESULTS AND DISCUSSION 33

Profile of the Informants 33

Themes 33
V SYNTHESIS AND FUTURE DIRECTIONS 61

Synthesis 61
Creative Synthesis 63
Future Directions 63
VI BENEDICTINE LEARNINGS 65
Introduction 65
Benedictine Values 65
References 68
Appendices 78

LIST OF TABLES
1. The Gantt chart represents the estimated or desired dates to achieve and
complete the following requirements above.
2. Themes in the Political Jingles of the Top 5 Presidentiables
LIST OF FIGURES
1. A conceptual framework combining Marshall McLuhan’s medium theory

(1964), “The Medium is the Message," and the Agenda-Setting Theory by
Maxwell McCombs and Donald Shaw (1972).
2. Criteria Checklist with Rating for the Political Jingles of the Presidentiables
(“7 C’s of Communication,” 2022).
LIST OF APPENDICES
Appendix
A. Political Jingle Lyrics 78
B. Survey Questionnaire 91
C. Study Protocol Assessment Form 98
D. Informed Consent Form 105
E. Gantt Chart 108
F. Curriculum Vitae 111

CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
The use of various cars with loudspeakers that would roam around
subdivisions or populated areas playing a political candidate’s jingle starting from
the year the 1950s up until the recent 2022 elections. Enthusiastic supporters
and onlookers would sometimes see the actual singer and band playing live on
top of a motorcade along with the political candidates. In this modern age of
social media (especially during the pandemic), the social media marketing teams
of political candidates had a huge advantage in reaching audiences in every area
of the Philippines. In reference to Anton Gabriel Largoza-Maza’s perspective, a
master's student at the University of the Philippines who studies campaign
jingles, nearly every candidate waging a national campaign must have one
(Westerman, 2022). A successful campaign jingle has catchy music that is often
a parody or rip-off of a famous song, improves the candidate's name recognition,
and resonates with the constituency through the politician's stories or campaign
promises (Westerman, 2022).
In the 1950s, campaign jingles became the norm. The most well-received
by the Filipinos back then was “Mambo Magsaysay,” composed by Raul
Manglapus, a Filipino politician and songwriter. He dedicated this to former
president Ramon Magsaysay. In the 1953 national elections, he was the first in
the country to employ a campaign or political jingle. The author states,
Magsaysay's supporters made songs with engaging sounds and simple ideas to
make his campaign more alive and attract more people (Malasig, 2022). The
concepts in these jingles commonly have the same promises, which are to put a
stop to corruption and provide the country and its people with a better future. At

the same time, the candidate's name and platform provide all of the information
that is required to form an educated view of them. The jingle's efficiency keeps it
stuck in people’s heads (Hikono, 2022). Would the top five presidential
candidates' jingles, specifically the lyrics in 2022, clearly present their platforms
that contain the promises of a brighter future for the country?
The Background of the Study
Cultural identity is a complicated web of values, beliefs, and actions

influenced by the various cultural groups to which we belong (Zion, S. &
Kolzleski, E., 2005). It refers to the things that are socially shared by people. The
Filipino political culture is a systemically related set of concrete psychological
structures shared by the Filipino people, including but not limited to beliefs,
feelings, language, and so on and so forth (Montiel, C., 2012). In the Philippines,
when it comes to the influence of a candidate's success, these political jingles
have a way of searing themselves and a candidate's name into our brains, where
they live long after the indelible ink on our fingers has faded (Lago, A., 2022).
The first political jingle that was first believed to have made a significant
impact was “Mambo, Magsaysay'' (Malasig, J., 2022). During the 1953 national
elections, President Ramon Magsaysay's campaign jingle against President
Elpidio Quirino was assumed to be a tool for a landslide victory. According to
(Lago, A., 2022), jingles used were usually remade from popular bouncy,
danceable, and obnoxious songs with lyrics. Music is used for the arousal effect,
making it an important element in advertising (Mooris, J., & Boon, M., 1998). It
has great power that could inspire, motivate, and energize an ongoing campaign.
Music is an essential part of the lives of some people. It can trigger a memory
because it can make listeners think and feel. Moreover, while music plays an

important role, it is also necessary for politicians to use music and lyrics that are
understandable and sincere (Suggs, L., 2017).
As of May 9, 2022 (8:02 PM), the top 5 in the official electoral returns by
the COMELEC (The Commissions on Elections), are Ferdinand Marcos in first
place with 12,065,875 votes. Second, in the lead is Leni Robredo with 5,756,125
votes. Third, in the official ranking is Manny Pacquiao with 957,851 votes. Fourth
place is Isko Domagoso with 874,188 votes. Lastly, with 407,652 votes is Panfilo
Lacson (PCIJ, 2022).
To provide further context regarding the aforementioned top five
presidentiables, starting with Emmanuel “Manny” Dapidran Pacquiao Sr. Manny
Pacquiao, 43, is a retired professional boxer who has won titles in eight divisions.
He is a senator who also served two terms in Congress. Jose Atienza is his vice
president, a congressman, and a former environment minister. They aim to
improve the healthcare system and jail corrupt jail officials. His campaign tagline
is “Panalo ang Mahirap, Panalo ang Pilipino (The Poor Win and the Filipino
Wins)”.
Ferdinand “Bongbong” Marcos Jr. Ferdinand Marcos, 64, is a former
governor, congressman, and senator. The former mayor of Davao City, Ms. Sara
Duterte-Carpio, is also known to be a lawyer and politician, and the daughter of
the current president, Rodrigo Duterte, is his candidate for vice president.
Promoting the idea of unity as a strong trait of his kind of leadership. His
campaign tagline is “Sama-sama Tayong Babangon Muli (Together We Will
Rise Again)."
Francisco “Isko Moreno” Domagoso. Isko Moreno, 47, is a former movie
star who grew up in the slums and is the current mayor of Manila. He became a
city councilor from 1998 to 2007 and then vice mayor of Manila for three terms
from 2007 to 2016. His choice of candidate for vice president is Doc Willie Ong,
who has over 16 million followers on Facebook and gives free medical advice.
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The type of government that they promise is zero tolerance for Chinese maritime
aggression. His campaign tagline is “Tunay na Solusyon, Mabilis Umaksyon
(Real Solution, Fast Action).”
Maria Leonor “Leni” Gerona Robero. Leni Robredo, 56, is the current Vice
President of the Philippines. She is a former human rights lawyer. Her candidate
for vice president is Francis “Kiko” Pangilinan. They aim to strengthen the
medical system and claim to offer a government that cares for the people. Her
campaign tagline is “Sa Gobyernong Tapat, Angat-Buhay Lahat (In An
Honest Government, Will Lift All Life)."
Panfilo “Ping” Morena Lacson Sr. Panfilo Lacson, 73, is a former national
police chief. He was also a senator from 2001 to 2013, but took a break in the
following years until he rejoined in 2016. His vice president is the current Senate
President Vicente “Tito” Castelo Sotto III, who promises to invest in healthcare
systems, support small businesses, and get rid of corrupt government officials.
His campaign tagline is “Aayusin ang Gobyerno, Aayusin ang Buhay ng
Pilipino,” which means, “If the Government is fixed, the lives of the
Filipinos will also be fixed."
Conceptual Framework
The researchers used a combination of two theories. The Medium Theory

(McLuhan, M., 1964) and the Agenda-Setting Theory (McCombs, & Shaw, 1992)
led to the conceptual framework the researchers will call the Medium Agenda-
Setting Framework. Marshall McLuhan's remark, "The Medium is the Message,"
is well-known amongst communication practitioners, as he argues how the media
can basically make or break the message it was trying to convey to the audience
(Alyani, K. 2020). People who consume media might picture advertisements or
PSAs when they think of media messages. This provides a venue for the
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dissemination of a message through a medium, be it a plea for fire safety or an

assertion of political views. As for political advertisements that show a
candidate's logo and a few inspirational sentences, Media messages can be
overt proclamations or oblique allusions to cultural values.It does not matter if it is
true or not; as long as it is said enough times, people will remember it. The full
story and any hidden motives behind the headlines must be discovered by
message receivers by thoroughly fact-checking the information being delivered
(University of Minnesota, 2016).
Distinct formats will always carry a different version of the same tale. Such
as the critical analysis of the information or its emphasis, even if the medium
does not convey the message well (Nordquist, R. 2020). The medium theory also
considers how communications are carried out in a particular medium compared
to face-to-face interactions (Administrator, 2019).
To describe Agenda-Setting Theory, it is the potential of the news media
to impact the importance of items on the public agenda. In other words, if an item
or message is discussed repeatedly, the audience will consider it more essential,
which in actuality, the media simply presents the public with what it considers to
be a significant issue (“Reading: Agenda-Setting Theory | American
Government,” 2022). As mentioned before, in agenda-setting theory, the more
regularly and publicly the media covers a message, the more often that message
is remembered by the audience. The researchers will employ public agenda-
setting, which is when the general audience decides which stories are
considered crucial (“The Agenda-Setting Theory in Mass Communication |
Alvernia Online,” 2018).
12

13
Figure 01. A conceptual framework combining Marshall McLuhan’s medium

theory (1964), “The Medium is the Message," and the Agenda-Setting Theory by
Maxwell McCombs and Donald Shaw (1972).
Statement of the Purpose
The purpose of this research paper is to determine the quality and the
presentation of the platforms during Halalan 2022 in the lyrics of each jingle. With
that, the researchers attempt to answer these questions with their research.
(1) What are the phrases in the lyrics that represent their campaign
tagline?
(2) What are the underlying messages that the candidates are telling
us, from the lyrics to their actions?
(3) What is the most domineering point in the lyrics?
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With these questions in mind, the researchers can discover through their
observations if the lyrics of the jingle align with the candidates’ promised
platforms at the end of this study.
The Significance of the Study
The outcomes of this study will inform future Filipino voters about the
variables and impacts of these presidential political jingles on new voters in the
year 2022.
1. It would also help people generate a more educated view of the types
of media content that future presidential candidates in the 2027
elections will produce.
2. Any communication and media professional could develop strategies in
terms of creating effective and persuasive lyrics in a political jingle for
their future projects.
3. Future researchers may use this as a reference and improve the study
by discovering other factors and communication theories that may
explain the mentioned political actors’ methods and messages in their
jingles. This study’s research gap is to prove that most politicians have
employed music in their campaigns despite having no way of knowing
how much impact music will have on votes.
Thus, the researchers aim to scrutinize if the political jingles of the top 5
presidential candidates in the election of 2022 exhibit their actual platform and
advocacies.
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Scope and Delimitation
This study will only cover the top 5 presidential candidates' political jingles
to discover their underlying messages and their most mentioned advocacies. As
well as to see if their messages and jingles can be easily interpreted or
understood and delivered efficiently. During the early phase of the data gathering
from January to early March, the researchers agreed to use the top 5 candidates,
specifically Sen. Lacson, Former Sen. Marcos, Mayor Moreno, Sen. Pacquiao,
and VP Robredo, who was running for the position of the Presidential seat. The
researchers used their collected information, which is the lyrics of the political
jingle, with the use of the criteria that the researchers established when it comes
to choosing the jingles of each Presidentiable. The research will focus on the
textual analysis of the jingles, specifically if the lyrics are well made and the
message is conveyed properly to the media and music professionals or experts
who will serve as our key informants. They will critically analyze the jingles if
they are in line with the researcher-made criteria based on the 7 C’s of
Communication (toolshero, 2022). The researchers will be delving in deeply as
well into various articles and studies that may help in understanding the key
informant’s answers.
Definition of Terms
• Political actors are individuals who have obtained at least some measure
of political power and/or authority in a particular society and who engage
in activities that can have a significant influence on decisions, policies,
media coverage, and outcomes associated with a given conflict.
• Presidentiables is a slang term for presidential candidates.
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CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
THEMATIC
The Role of Music during Electoral Campaigns
The study's main goals were to investigate the function of music and song
in influencing voters during election campaigns, as well as their effectiveness as
vehicles for transmitting election campaign themes and, as a result, their utility in
political campaigns. Music and song are recognized and considered as methods
of communication in the framework of communication, and this study project is in
the discipline of communication studies. They convey messages in a variety of
contexts, including cultural and social ones. The only time music is employed in
communication is when it is used to express political themes. The research
focused on the language in which music is played, as well as the numerous
reasons why it might be used in the political campaign process, aside from
conveying campaign themes included in the songs. Respondents were asked
whether they believed people would vote for a politician after hearing political
themes in songs, to determine the aim of music for voters. They were also
questioned about how much music and songs had influenced their decision to
vote for a candidate in previous elections (Muturi, 2005).
According to the information gathered from the answers to the preceding
questions, (18.6%) of respondents said that music had a strong influence on
people's decisions to vote for a particular politician. Most respondents (49%)
believed that music would have a significant impact on voting decisions. In
addition, the respondents painted a picture of how music influenced their voting
preferences for different candidates in prior elections. According to the findings,
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(14.1%) were strongly influenced, (54.1%) were moderately influenced, and

(31.7%) were uninfluenced. In addition, the respondents painted a picture of how
music influenced their voting preferences for different candidates in prior
elections.
According to the findings, (14.1%) were strongly influenced, (54.1%) were
moderately influenced, and (31.7%) were uninfluenced.
As a result, they demonstrate that music plays an important influence in
the election of candidates and should not be overlooked. Indeed, most politicians
have employed music in their campaigns despite having no way of knowing how
much of an impact music will have on voters. However, because music is used in
conjunction with a variety of other tools to convey political messages and
because the typical voter is reached through a variety of methods, it may be
difficult for the voter to isolate and compartmentalize the actual degree or extent
to which music influenced their decision (Muturi, 2005).
Another study was a follow-up to a workshop that was hosted entitled
"Music, Selves, and Societies: The Roles of Music in Effecting Change at the
University of Cambridge” in June of 2018. Considered the issues that were
relevant in the study in their topic ‘Music in Public Policy.’ They also talked about
how music might change not only oneself but our society as well. From music
being therapeutic to its social meaning, we must pay attention to the significance
of music in the context of public policy. Public policy is a law or rule that will
benefit the people of society and will be implemented by the government. Three
areas of focus were mentioned in the study: the first is a reflection on the musical
value; the next is a focus on the musical meaning behind it, and the last is about
the deliberation of policy-making. The Department for Digital, Culture, Media, and
Support (known as DCMS at the University of Cambridge) is known to oversee
policymaking when it comes to music, and they also collaborate with other
departments when it comes to the music industry (King, 2020).
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The study entitled “Music, Selves, and Societies: The Roles of Music in
Effecting Change” at the University of Cambridge, mentioned the evolution of
music and language, which in turn how music is communicated to the people and
that everyone has the right to access music from making to listening (King,
2020). It also has the meaning and how it expresses one culture for others to see
and understand. It has value that can influence people. Next would be policy-
making when it comes to music, which talks about how even politicians have
their preferences in music and how their preferences can mean something else.
Because of their love for music, they can make policies that benefit people
making music. Then they recognized the fact that all music-related research and
issues are intended or destined to be addressed in the interest of public policy.
In his book, Long Walk to Freedom (Smith, 2013), Nelson Mandela, the
former president of South Africa, said that “politics can be strengthened by
music, but music has a potency that defies politics." Over the years, political
jingles have been used in the Philippines during electoral campaigns. It helps
boost the popularity of the candidate amongst the citizens. It uses catchy music
and lyrics for people to remember them. A study in Kenya's electoral campaign
has shown that the musical aspect is an important aspect for passing messages
in various political campaigns or jingles. In choosing their candidates, it was
shown that the music and songs used had a significant effect. According to the
information gathered from the answers to the preceding questions, (18.6%) of
respondents said that music had a strong influence on people's decisions to vote
for a particular politician (Stringer, O. 2017). Most respondents (49%) believed
that music would have a significant impact on voting decisions. In addition, the
respondents painted a picture of how music influenced their voting preferences
for different candidates in prior elections.
According to the findings, (14.1%) were strongly influenced, (54.1%) were
moderately influenced, and (31.7%) were uninfluenced. In addition, the
18

respondents painted a picture of how music influenced their voting preferences

for different candidates in prior elections. According to the findings, (14.1%) were
strongly influenced, (54.1%) were moderately influenced, and (31.7%) were
uninfluenced. As a result, they demonstrate that music plays an important
influence in the election of candidates and should not be overlooked. Indeed,
most politicians have employed music in their campaigns despite having no way
of knowing how much of an impact music will have on voters. However, because
music is used in conjunction with a variety of other tools to convey political
messages and because the typical voter is reached through a variety of methods,
it may be difficult for the voter to isolate and compartmentalize the actual degree
or extent to which music influenced their decision.
There are different forms where the songs and music are used during the
campaign. Some use it in commercials that are aired on televisions or radios,
while others have it in their caravans or rallies, and other supporters create their
own chants. It makes their candidates remarkable. Moreover, the lyrics and
musicality are important; it needs to be catchy for the mass. Moreover, (Stringer,
O., 2017) found that there is a significant relationship between politics and music,
wherein alternative and religious music are key factors. Another factor that they
discovered is the relationship between ethnicity and music due to their cultural
background. The music and songs used by the candidate should reflect the
message that is to be conveyed to the people for them to be remembered and
reflected upon. Despite the need to be catchy, it also needs to provide
information.
The Effect of Lyrical Influence
The lyrical aspect of music has long been thought of to carry out a variety
of purposes. In studies, lyrics have been shown to aid in the investigation of
19

sentiments, challenges, and difficulties in specific settings, as well as to cement

the link between genre subcultures and attitudes (Hargreaves, MacDonald, &
Miell, 2016). Lyrics can also help people overcome daily problems; increase the
availability of prosocial beliefs; increase interpersonal empathy, and foster
helping behavior; facilitate intense discussion of feelings and personal ideas,
particularly among adolescents; create a symbiosis between the music and the
lyrics' content, and have the potential to influence people's behavior. Listeners
may seek lyrics that are deep, intellectual, convincing, and emotive when
selecting music to listen to (Barradas & Sakka, 2021). The researchers wanted to
see if lyrics influenced the emotions evoked by music and if this effect differed
across cultures. The researchers investigated which musical emotions are
influenced by the presence of lyrics in two different countries (Portugal and
Sweden), as well as whether this relationship is influenced by the origin
congruency of the music and the listener (congruent/familiar vs.
incongruent/foreign).
Finally, the effect of lyrics on various emotion-induction pathways was
examined. According to qualitative research, fado lyrics are often the mediator of
emotions evoked by music in Portuguese fado listeners. The findings of this
study revealed three main findings: first, lyrics influenced musical emotions and
the induction of underlying mechanisms; second, this effect differed between
groups with different cultural backgrounds; and third, the differences between
groups were not based on the pieces' origin. The "lyrics" version was
represented by a condition in which lyrics were written on the screen rather than
sung, which would have been a more ecologically valid form. Different modalities
are used when reading and listening to lyrics, which could lead to differences in
emotional responses. This was not the case in this study, according to the
second step analysis, which compared ratings in the two "lyrics" conditions (i.e.,
"sung lyrics" and "lyrics on-screen"). It just goes to show that different cultures
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have different ways of influencing emotions and mechanisms (Barradas, &

Sakka, 2021).
Another study defines figurative language as a language that is literary in
nature (Qurrotul ‘Ain, 2013). The reader is compelled to concentrate on the
connotation rather than the denotation. In literary works, figurative language is
used to express the author's taste and intent in order to appeal to a wider
audience. The purpose of this thesis is to identify the types of figurative language
used in Maher Zain's songs, as well as the most prominent figurative language.
The words that make up a song, which is usually divided into verses and
choruses, are known as lyrics. The meaning of lyrics can be either explicit or
implicit. Some songs are abstract and almost nonsensical, and explanations in
these cases focus on form, articulation, meter, and expressive symmetry. A lyric
is a piece of writing created by someone who can use their mind to create
beautiful words with great meaning. The lyrics and music together would make a
fantastic song that is pleasing to the ear. Lyrics are the words in a song that
represent a person's specific feelings and thoughts and are associated with
singing and lyric poetry (Craven, 2020).
(1) Listening to Maher Zain's songs from his first album, "Thank You,
Allah," and (2) reading the words from Maher Zain's first album, "Thank You,
Allah," are the researcher's data analysis techniques. (3) In metaphorical
language, the words that are related are highlighted. (4) Recognizing the
identification of the data is the second step in data analysis. The goal of
identifying is to discover the figurative language that appears frequently in the
album's lyrics. (5) Certain lyrics used in figurative language are classified. To
avoid mistakes, each lyric must be properly classified. There are numerous types
of figures of speech, each with its own code which makes entering the lyrics for
that type of figure of speech easier. (6) Using expert theories, re-analyzing
statements, and figures of speech that had been classified in order to avoid
21

mistakes. This section is crucial because there may be an error in classifying

lyrics with figures of speech during the classification process, which must be
reviewed to strengthen the argument. (7) Coding. The writer provides the code
after the process is completed to make rechecking easier. As a result, the
researcher's language style, in this case, figurative language, plays a significant
role in linguistic studies, particularly literature (Qurrotul 'Ain, 2013).
Several studies on the impact of music on prosocial behavior have been
conducted. They have not been able to figure out whether lyrics combined with
music or lyrics alone have an impact on prosocial behavior. We conducted two
studies to investigate this matter. The effect of prosocial lyrics (versus neutral
lyrics) on prosocial cognition and emotion was first validated. Then, under
various lyric conditions, we investigated the impact of various types of lyrics on
prosocial behavior (willingness to participate in unpaid experiments) among
college students. The findings support previous research by demonstrating that
lyrics can affect prosocial cognition and emotion, as well as that different lyric
conditions have a significant impact on prosocial behavior. Overall, we used the
short-term effect of the general learning model (GLM) to show that prosocial
lyrics in music can promote prosocial behavior among college students (Yu, Wu,
Zhang, & Fang, 2019).
The goal of this study was to see if people's expectations about how music
lyrics affect individual behavior vary depending on the genre of music. Because
legislative attention and media coverage have been biased against certain types
of popular music (e.g., heavy metal and rap), the authors expected those genres
to be viewed more negatively than other genres that have received little or no
negative publicity (i.e., pop and country). Participants (N = 160 college students)
were asked to rate how the lyrical content in a song influenced listener behavior.
The authors presented prosocial or antisocial lyrical passages to students (N =
160) under the guise of four musical genres. Heavy metal, rap, pop, and country
22

music are examples. The potential impact of the lyrics on listener behavior was
rated by participants. Heavy metal and rap lyrics were found to be less likely to
inspire prosocial behavior but no more likely to inspire antisocial behavior than
country or pop lyrics (Ballard, Dodson, & Bazzini, 1999).
Factors in Effective Campaign Messages
Messages can be of various forms. From formal to emotional and informal

ones meant to elicit strong emotions (Staruch, S. 1977). In Cameroon, running a
political campaign on a limited budget is nearly impossible. People with
leadership potential who lack resources or the backing of a well-established
political movement have a slim probability of becoming elected. Regrettably, it
looks like people who flaunt their money during campaigns are being punished.
Normally, they have a better chance of winning elections. Even when their
messages are excellent enough and they have a chance to succeed, individuals
who cannot afford to do expensive campaigning, usually women, youths, and the
physically disabled, lose out. The Friedrich-Ebert-Stiftung (FES) has been
following this trend in numerous African countries for some time. The FES Office
in Ghana undertook a study in partnership with Elephant Logic, a strategic
consultancy firm specializing in political leadership, as part of an attempt to make
political leadership not the province of the elite, in campaigning, and published a
guide on how to campaign and win elections on a shoestring budget (Friedrich
Ebert Stiftung, 2012). People must trust and believe in a political candidate for
them to vote for that candidate. People give them a portion of their strength and
energy for a period so that the candidate can make decisions and do things that
are important to them. Citizens want and anticipate that the candidate they voted
for will remember them. That the candidate will get things going for them and
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then come back to them, report accurately, and not abandon them. The citizens
are the most important thing in the constituency.
According to this study/ guide, an effective platform and message must
contain the following: (1) Consider what drives that candidate to participate in
politics. (2) What events and encounters have molded them. (3) How do they
want to talk about themselves, their profession, their life, family, and where they
wish to draw the line between public and private life. In addition, the platform
should be clear and specific. The more precise it is, the better voters will be able
to distinguish between the politicians who just speak in broad terms and those
who have particular new ideas for their constituency. Of course, it will be met with
several requests, and the candidate must know that they will be able to satisfy
only a portion of them (Friedrich Ebert Stiftung, 2012).
A good improvement in their professionalism and personality can result
from a shift in their confidence, speaking manner, intonation pattern, and other
factors (Raja, F.U. 2017). Sellnow, Verderber, and Verderber (2011) define
public speaking as a continuous formal presentation by a person. Speaking to an
audience is simply one type of human communication. Thus, learning to be an
excellent public speaker will assist you in being more effective in other types of
communication as well.
Research Synthesis
It has become apparent that the lyrical aspect of the jingle can grasp and
catch the public’s attention. Especially with the generation of the modern age,
most young adults have been known to voice their opinions on various topics.
Applying that idea to creating another strategy of campaigning, especially with
the pandemic, gives the presidential candidates (who are in the older
demographic age group), a chance to truly connect and present their platforms
24

interestingly. This way, not only will the younger generation enjoy it, but so will
the older generation.
Thus, solidifying the connection between the use of the lyrical aspect in
music which is the jingles, and political campaigning, which has become even
more popular with each new generation. The integration of music known as
"political jingles" will not make or break the candidate's standing with the public.
However, it still has a heavy influence on the public's decision-making in the
upcoming May 2022 election. Each candidate has not yet discussed how their
audience engagement influenced their supporters. That is why the researchers
are going to find out during the study how much of influence political jingles have,
specifically the lyrical aspect during the electoral period, and how these various
jingles can still be improved in the future.
Relevance to the Present Study/ Research Gap
The following relevant works of literature will help mold this study and
assist the researchers in gaining a basis or foundation for what they want to
achieve. While answering the questions that the previously mentioned studies
had not answered. Though the researchers may not be able to study the other
aspects of the political jingles, such as the musical and video aspects, the lyrical
aspect is the main focus of the researchers. Not to mention other factors that
may greatly affect the findings of the study, namely the present generation and
their genre of music as well as the video presentation. The key informants’
opinions on how this type of media content will have an impact on political
influence.
25

CHAPTER III
METHOD AND PROCEDURE
Research Tradition
This qualitative research approach is a narrative design since this will help
the readers understand the various interpretations of the respondents. As for the
goals, the researchers seek to gain as much accurate and detailed information
as possible from intensive fact-checking of the political jingles’ contents. Along
with the answers from the key informants. This study will also be using Medium
Agenda-setting theory as the research tradition since it will be dealing with the
various factors that go into the influence of this form of media content in the
political decisions of an individual.
Key Informant Profiling
The researchers will have a key informant to inspect the political jingles
with the use of the researcher-made criteria if the jingles fit into those categories.
The qualifications for the key informant are that they must be well versed in their
current profession and must have a bachelor's degree in any media-related
courses. The reason why the researchers chose these categories is that the
political jingles they picked out are the accurate ones. The informant will also be
informed that before they’re given the criteria, it will be said in the consent letter
that they must be fair in assessing the political jingle of the top 5 candidates. The
researchers will be providing a Google Drive link that contains one jingle from
each of the top 5 presidential candidates to the informant ahead of time to give
them enough analysis time to truly analyze each video based on the given
criteria. Additional comments outside of the criteria will be welcomed.
26

Sampling Technique
The researchers chose non-probability sampling, specifically convenient

sampling. This will make it easier for the researchers in their study since they
already have a key informant in mind from an anonymous connection. This
makes it easier for the researchers to communicate with already known key
informants.
Research Ethics
This study will provide the key informants with a consent letter containing
a detailed description of what they will be participating in. The key informants will
also be made aware of the purpose of the study, the details of the group
conducting it, and how the findings or summary of their answers will be used.
Thus, it gives them a chance to agree or deny being interviewed. It will be noted
in the consent letter that if they suddenly feel distressed in the middle of
answering the questionnaire or during the given analyzing time, it is their right to
notify the researchers and withdraw at any time. No pressure will be put on them,
nor will explanations be required afterward.
The researchers will require the basic details of the key informant’s
identity and contact information to be able to properly conduct the second phase,
which is giving out the questionnaire for them to answer at any given time. As
well as send them a copy of the finished version of the study. It will also be noted
that their details will be kept with the utmost confidentiality among the
researchers, adviser, professor of the subject, and panelists.
27

Research Instruments
The instrument to be used is a researcher-made criteria table to assess and

critically measure the quality of the lyrics in the jingle. Respondents will not be a
necessary factor due to the study being a textual analysis, and normal
respondents do not have the specific educated information or opinion that is
relevant to the study.
The following explanation per category for the criteria is as follows (“7 C’s of
Communication,” 2022);
1. The Completeness of the message must be, of course, complete and

tailored to the receiver's worldview and preferences. The message should
always be factual, and a complex message may require additional
information and/or explanation.
2. Concreteness of a message being clear is also important in a concrete

communication situation. This is frequently backed up by factual
informational material, such as research data and figures. The words that
are used and the sentence structure can be interpreted in a single way,
and there is nothing left to the imagination.
3. Courtesy of the message considers the target group's point of view and
their feelings as well. Must remember that it is a critical way to approach
the audience in a friendly and courteous manner. The use of terms that
show respect for the receiver aids in avoiding miscommunication.
28

4. Correctness of language usage that has preferences there should be no

grammatical errors that should be avoided, and incorrect verb usage will
not suffice. The use of language and words correctly then increases
trustworthiness and the impression that the receiver is taken seriously.
5. The explicitness characterizes the Clarity of the language and words used.
Then concrete words and short sentences. It is forbidden to use
ambiguous language, formal language, and cliché expressions. By staying
on that point, then and only then, will the receiver have a clear picture of
the content of the message.
6. Consideration in communicating with a specific audience. It is critical to

connect with the audience and engage with them. Taking the audience
into consideration, the message must be tailored to them due to other
factors such as the audience's age and interests.
7. When the story is consistent and there are no inconsistencies, the

message's Conciseness must be clear. When facts are mentioned, it is
critical that they are supported by consistent information. Audiences will
be confused if the information is inconsistent and varies.
29

Figure 02. Criteria Checklist with Rating for the Political Jingles of the
Presidentiables (“7 C’s of Communication,” 2022)
Data Gathering Procedure
In proceeding to the data gathering process of the study, the researchers

will be using Google forms as a platform for the key informant to not only study
both the criteria and the jingles but also include any of their comments, which will
be welcomed by the researchers. A Gantt chart will be provided below to provide
the researchers an estimated timeline to keep track of the study’s progress
30

regarding the data collection, data analysis or transcription, report writing, and
submission.
September - October 2022 November

October 2022 2022
Data
Accumulation
Data
Interpretation
Data Writing
Report
Submission of
the thesis
Table 01. The Gantt chart represents the estimated or desired dates to
achieve and complete the following requirements above
Data Analysis
In terms of the study's qualitative approach and procedure, the

researchers will be using narrative analysis with the motivation of observing the
various interpretations of the respondents and the underlying meanings of each
jingle to the respondents. Since their response to our interview questions will
serve as the functional idea for the research to possibly gain unique or different
31

insight. This will help future researchers and the masses in many ways because
it will allow them to make sense of their decisions by analyzing the key
informant's interpretation and how they understood the political jingle. Narrative
analysis is all about the content and paying attention to the key informant's way
of interpreting messages and the importance of their understanding of the jingle.
32

CHAPTER IV
RESULTS AND DISCUSSION
This chapter contains the information garnered from the textual analysis
conducted by the researchers, in addition to the responses collected from survey
questionnaires.
Profile Of The Informants
Informant #1 is a Creative Manager at Viva Communications, Inc. He was

a part-time communication and media studies professor at San Beda College
Alabang. Informant #2 is a student artist that works as an Ind. artist, Singer-
Songwriter. He is a communication and media studies student at San Beda
College Alabang. Informant #3 is an artist and musician that is a Chart-Topper on
Spotify.
Themes
Table: Themes in the Political Jingles of the Top 5 Presidentiables
Data Sets - Codes Categories Themes

Selected Quotes
“Kay Bongbong • Emphasizing the • Unity Patriotic

Marcos kami at strength of the • Partnership Service for
Inday Sara Marcos-Duterte • Nationalism the Nation
Wala ni-sinuman tandem. • Citizens and its
iboboto kundi sila empowerment citizens.
Ang pag-asa ng • Democracy
33

Luzon Visayas at • Callback to their • Equality

Mindanao main campaigning
Sabay sabay idea Unity.
tayong magka-isa
at isigaw
Kay Bongbong • Unifying the
Marcos kami at supporters and
Inday Sara” listeners.
(BBM)
“Sama sama • Represents what

Patuloy na BBM is fighting for
magka-isa which is Unity.
Buong Pinas,
Luzon, Visayas,
Mindanao • Emphasizing the
At ang tigre ng strength of the
Norte, at ang tandem
agila ng Davao”
(BBM)
“Tayo ay dugong • The strength of the

Pinoy Filipino blood, it
At ang magka- should also be the
isa, animo’y sana strength to unite
matuloy the Filipinos.
Nang dahil kay
Macoy at Inday
34

Sara • The power of the

Walang ibang Marcos-Duterte
kulay na tatayo partnership
kundi ang ating
bandila
Wala kaming
pake (pakialam)
sa naninira”
(BBM)
“Bagkos handa • Forgiveness is

kami makipag- shown for the
kamayan balang unification of the
araw at maki-isa nation.
Mangyayari ang
pangarap na
ating inaasam
Kung ang boto
mo lang, sa
Uniteam
nakalaan
Eto na ang
pagbabago
Wag nyo sanang
sayangin”
(BBM)
35

“Pilipino, taas • Filipinos’ first

noo kahit kanino desire for the
Sabay sabay country is to be
nating isisigaw sa united.
mundo
Na ang magka-
isa muli ay ang • A good citizen
unang nating always puts the
hangarin needs of the nation
Ng mauna ulit sa first.
listahan ang
bansa natin”
(BBM)
“Mulat na ang • Carrying on his

Pinoy sa inyong father’s work.
daang baluktot
Pakiusap, wag
ibebenta ang
boto
Limang daan piso
kapalit anim na
taong perwisyo
Ang nagawa ng
kanilang ama
Hayaang sila ang
magpatuloy”
(BBM)
36

“Bongbong at • True care for the

Sara lang ang Filipino people.
may malasakit sa
Pinoy
At ngayon taon • Change the cruel
ang itinakda system.
upang bagohin
ang sistema
nagpapahirap sa
bansa
Marcos Duterte
ang iboto, tayo ay
magkaisa
Wag tayo papa-
apekto sa mga
naninira”
(BBM)
“Pag ang puno • Under a strong

ng mangga direction, unity is
mabunga, siyang conceivable.
binabato
Pag ang tanke ay
mauggong, tiyak
walang laman ito
Gets nyo ba na
kung sino pa ang
may malasakit sa
37

bansa
Sila pa ang
pinupukong ng
mga utak
talangka”
(BBM)
“Criss-cross in • Determination of
the sun, Imma having Filipino
raise this flag pride.
Filipino blood is
my pride til’ I die
The land of my • Love for country
birth, the land
where I’m raised
So proud to be
Pinoy til’ the end
of my days”
(BBM)
“Isa akong Pinoy • Unity

at kay Bongbong
Marcos ako
At si Inday
naman ang bise
presidente ko
Wag nyong
payagan na
38

madaya ulit tayo

Sama-sama
magkaisa para sa
bagong Pilipinas”
(BBM)
“Nakakapagod na • Encourage
ang ating sinapit Filipinos to fight
Mali’y taposin na. • Learn their lesson
Wag tayo in voting wisely
magpagamit.
Isigaw sa langit,
kailangan na
(Pagbabago!)
Wag naming
maulit. Natuto na
(Pilipino!)”
(ISKO)
“Mahalaga ang • For equality to be

buhay. achieved, it is
Ipaglabang tunay through their votes.
na
pantay pantay,
sabay sabay sa • A sense of power
paglipad” that they can also
(ISKO) achieve a better life
through
39

Domagoso.
“Ang ating pag- • Modern hope.

asa, nandito na
Para sa bawat
Pilipino, • Born Leader
Ikaw ang
naISKO”
(ISKO)
“Di mapagtaas. • Equal opportunities

Kanyang i-aangat for everyone.
antas ng ating
buhay
Kasama ka sa
pag-unlad”
(ISKO)
“Para sa bawat • Love for country

Pilipino,
Ikaw ang naISKO
Kapit ka. Nandito
na ang laban nya
Para sa bawat
Pilipino, Bilis
40

Kilos! (2x)”
(ISKO)
“Kakayahang • Love for country

katapat ang • Peace as a
katapangan principle
Narito ang
tanging tunay na
maasahan
Buong puso na
tutulong ‘toh sa
bayan
Laging isusulong
dito ang
kapayapaan”
(LACSON)
“Wag ka na • Representing the

mailing. Sige na people
daram.
Ping Lacson ka
na. • Same Filipino
Buksan ang Identity
mata. Wag na
mangamba
Dahil di ka na
41

mag-iisa kasama
sya”
(LACSON)
“Isang taong may • Attainable justice

puso at handa
kang ipaglaban
Ang tanging nais
lang i-ahon ka sa
kahirapan”
Hindi nya
papayagan kung
mali ang
katuwiran
Ang mahalaga
makita ang
katotohanan”
(PACQUIAO)
“Di bali nang • Courage to Serve

mababa ang
kanyang pinag-
aralan • Love and bravery
Di bali nang for the nation.
mahirap ang
42

pinagmulan
Di bali nang laitin
at durugin ng
kalaban
Basta’t para sa
bayan, handa lagi
syang lumaban”
(PACQUIAO)
“Gobyernong • Sense of duty for

tapat the country.
Angat buhay
lahat
Nagawa niya
Nagawa niyang
lahat”
(ROBREDO)
“Leni Robredo! • Hard Worker

(4x)
Nagawa niyang
tumulong sa
kapwa
Nagawa niyang
mamuno sa
tama”
(ROBREDO)
43

“Hangad niyang • Always ready to

tayo ay mamuhay serve her country
Sa bansang ang despite the
lahat ay pantay variables
May karapatan restraining her.
Tungo sa
kaunlaran
Handang
maglingkod
kailanman”
(ROBREDO)
“Buong pusong • Service of one's

pinagsilbihan country.
Inangat ang
lipunan
Tinaas ating
bayan • Love for all Filipino
Di tayo citizens Served the
pinabayaan” country
(ROBREDO) wholeheartedly.
“May kakampi na • The dreams of

ang maraming those living in
mahihirap poverty would
May come true.
magtatanggol na
sa ating lahat
44

May pag-asa na
upang tayo’y
marinig
Pangarap ng
mahirap atin
nang makakamit”
(PACQUIAO)
“Maski anong • Despite countless • Honorable Good

panira, maski hateful allegations, • Skilled Governance
anong batikos” the strong will • Humbleness
(BBM) prevail. • Religious
• Boldness
“Criss-cross in • Determination of • Reliable
the sun, Imma having Filipino

raise this flag pride.
Filipino blood is
my pride til’ I die
The land of my
birth, the land
where I’m raised
So proud to be
Pinoy til’ the end
of my days”
(BBM)
45

“Ang ating pag- • Born Leader

asa, nandito na
Para sa bawat
Pilipino,
Ikaw ang
naISKO”
(ISKO)
“Di mapagtaas. • Humility begets

Kanyang i-aangat humility.
antas ng ating
buhay
Kasama ka sa
pag-unlad”
(ISKO)
“Botaran (iboto) • Confidence

na, Kay Ping through
Lacson na qualifications.
Sa kanyang
kamay ay may
pag-asa
Kaya kay Ping,
Ping Lacson na
Ang pagbabago
ay madarama
(2x)”
(LACSON)
46

“Kakayahang • Peace as a
katapat ang principle
katapangan
Narito ang
tanging tunay na
maasahan
Buong puso na
tutulong ‘toh sa
bayan
Laging isusulong
dito ang
kapayapaan”
(LACSON)
“Di bali nang • Other’s

mababa ang impressions are
kanyang pinag- unimportant.
aralan
Di bali nang
mahirap ang
pinagmulan
Di bali nang laitin
at durugin ng
kalaban
Basta’t para sa
bayan, handa lagi
syang lumaban”
(PACQUIAO)
47

“Bayan bangon, • A leader who can

wag kang be reached by the
matakot people.
Darating din ang
ating hinahanap
Bayan laban,
wag kang
matakot
Darating din ang
tunay na pag-
asa”
(PACQUIAO)
“Isang taong • Man of faith

matapang ngunit
may takot sa
Diyos • Government
Handang should fear him
lumaban kahit
sino pang nasa
likod • Doesn’t fear the
Dudurugin ang government
mapag-pahirap
sa lahat
Kaya humanda • Willingness to
na sa kamao resort to violence
nyang malakas”
(PACQUIAO)
48

• “Kamao” (fist) as a
metaphor probably
determines his
hard will to be just.
• Display of bravery
against the corrupt.
“May kakampi na • People already

ang maraming have someone that
mahihirap is on their side.
May
magtatanggol na
sa ating lahat • Citizens would be
May pag-asa na heard.
upang tayo’y
marinig
Pangarap ng
mahirap atin
nang makakamit”
(PACQUIAO)
“Dumaan ang • Endurance of

bagyo, di sumuko challenges.
Ang ngiti sa
mata'y di naglaho
49

Tumindig, • Representation of
lumipad, taas ang the people.
noo
Pag-asa ng
Pilipino” • Headstrong
(ROBREDO) through literal and
metaphorical
storms.
• Grace under
pressure.
“Bagkos handa • Only by voting for • Coercion Toxic Filipino

kami makipag- the "correct side" • Belittling Ideologies
kamayan balang will one be able to • Accusatory
araw at maki-isa realize their ideal of • Hypocrisy
Mangyayari ang a united nation. • Naivety
pangarap na • Glorification of
ating inaasam poverty.
Kung ang boto
mo lang, sa
Uniteam
nakalaan
Eto na ang
pagbabago
Wag nyo sanang
sayangin”
50

(BBM)
“Wag na kayong • Half-insulting

bumoto kapag anyone who might
kayo’y nag not vote for Marcos
alanganin or may have
Ibebenta mo ba second thoughts.
ang boto mo at
maging hangin
O samin sasabay • Insinuation of vote-
para sa buying from the
kinabukasan opposition side.
natin”
(BBM)
“Mulat na ang • A hit to the other

Pinoy sa inyong presidential
daang baluktot candidates and
Pakiusap, wag their alleged
ibebenta ang corrupted ways.
boto
Limang daan piso
kapalit anim na • Pertainment to vote
taong perwisyo buying.
51

Ang nagawa ng
kanilang ama
Hayaang sila ang
magpatuloy”
(BBM)
“Pag ang puno • Finding fault in

ng mangga those who do
mabunga, siyang good.
binabato
Pag ang tanke ay
mauggong, tiyak
walang laman ito
Gets nyo ba na
kung sino pa ang
may malasakit sa
bansa
Sila pa ang
pinupukong ng
mga utak
talangka”
(BBM)
“Masisigaw ko na • Use of coarse

ulit, language to project
maipagmamalaki strength.
na Pilipino ako at
nagka-isa na
52

kami • Easily swayed by

Wala nang other candidates
bobong Pilipino
na magpapa-uto
Tapos na din ang
panloloko nyo sa
mga tao
Tunay ayan mga
lugar, Luzon,
Visayas,
Mindanao
Kay BBM, Sara
ay dapat inyong
iriyaw (scream)”
(BBM)
“Isa akong Pinoy • Avoidance of

at kay Bongbong widespread fraud
Marcos ako again.
At si Inday
naman ang bise
presidente ko
Wag nyong
payagan na
madaya ulit tayo
Sama-sama
magkaisa para sa
bagong Pilipinas”
53

(BBM)
“Lagi nalang, lagi • Use of poverty for

nalang publicity.
Kapag mahirap,
wala kang alam
Kay ‘rami nilang
mga dahilan
Wala na ba
tayong Karapatan
Minamaliit,
ginigipit,
pinapahirapan ng
malupit
Pangarap lang ay
mag-lingkod sa
maliliit”
(PACQUIAO)
“Wag ka na • Appealing to • Undecided Hesitant

mailing. Sige na hesitant voters Measures
daram.
Ping Lacson ka
na.
Buksan ang
54

mata. Wag na
mangamba
Dahil di ka na
mag-iisa kasama
sya”
(LACSON)
Check Results:
Experts:
Informant #1-Communication Expert

• Domagoso: 4 checks ✓
• Lacson – 4 checks ✓
• Marcos – 4 checks ✓
• Pacquiao – 1 check ✓
• Robredo – 5 checks ✓
Informant # 2-Music Expert

• Domagoso – 5 checks ✓
• Pacquiao – 5 checks ✓
55

Informant #3-Music Expert

Overall Score for the Experts:

1. Domagoso - 13/21
2. Lacson - 12/21
3. Marcos - 12/21
4. Pacquiao - 12/21
5. Robredo - 15/21
Researchers:
Researcher #1
• Domagoso: 4 checks ✓
Researcher #2
• Marcos – 1 check ✓
56

Researcher #3
• Marcos – 1 check ✓
Overall Score for the Researchers:

1. Domagoso - 12/21
2. Lacson - 11/21
3. Marcos - 06/21
4. Pacquiao - 15/21
5. Robredo - 15/21
Patriotic service for the nation and its citizens
Along with the word patriotic is the word loyalty. During campaigns,
politicians tend to over-patronize themselves and give statements that describe
what type of service they could provide the country. Although it is only necessary
to display a sense of patriotism, it is also a critical aspect in which people must
be careful and understand that their words should reflect how they have acted in
the past. Patriotic service for the nation and its citizens is mainly mentioned in the
lyrics of most of the candidates' songs. While patriotism is described as the deep
love, devotion, and sense of attachment to one’s country; our country no longer
57

fights colonizers but rather our own people and the different powerful political
people in our country. As categorized, the determination to serve the country is
mostly shown through swift actions, and patriotic, unifying, and inspiring
statements.
Good Governance
It is quite challenging to comprehend what encompasses leadership and

the skills needed to possess good leadership. Simply because it has so many
different connotations. The definition of leadership has become ill-defined and all-
encompassing. It is advantageous to think about leadership activities in more
detail. The same is true for how leadership development is defined since
underlying assumptions and points of view affect how different approaches are
marketed within businesses. How someone talks and writes about leadership
development reflects how they see the world, what they value, and what they
prioritize (Kjellstrom, Stalne, & Tornblom,2020). Another perspective is to
consider the role of the leaders and their ability to motivate people to do
successfully. It necessitates restructuring an organization and making deliberate
decisions from a range of viable possibilities; this depends on others'
development and mobilization to finish the work. Leadership is at its best when
the goal is strategic and the results are visible. In this kind of relationship, one
person influences the behaviors or responses of others. This means that
effective group and team building exercises are crucial to the leadership process
(Gumbe, 2010).
A vision that directs change is the foundation of effective leadership. Such
skills should include focusing on critical thinking, change and innovation. As well
as formulating visions, aligning people. To be able to motivate, inspire, and
influence their people. As for their plans, good leaders should be able to develop
long-term and high-level plans. They must also seek to achieve such crucial
58

factors like change, effectiveness, and movement (Harvard Business School,

n.d).
Toxic Filipino Ideologies
A toxic collection of political views or a set of ideas that define a certain

culture that is destructive to society are examples of toxic ideologies. Such as the
Use of Religion in Voting Participation and the Aggrandizement of Poverty, to
name a few. Due to having a long and powerful hold on a community or
civilization, these ideologies have become deeply established in people. In the
politics in the Philippines, politicians around election period tend to utilize religion
in campaigning towards the Filipino voters. This is mostly because of the
stereotypical Filipinos, particularly those who are devoted to their religion, to give
their concerns to a higher power, most often God. This emphasizes the
importance of religion and faith in a supreme deity who is all-powerful and all-
knowing in Filipino culture. This, however, should not be interpreted as a sign of
the patient's weakness but rather as a wish to submit his or her situation to God
in order to reach a higher state of enlightenment. This is very reminiscent of the
“bahala na” mindset of the Filipinos. What occurs in both kaloob ng Diyos and
“bahala na” is that people take whatever action they can and then accept
whatever happens. (J Community Genet, 2014)
Hesitant Measures
Due to various controversies that relate to the presidential candidates, it

can cause hesitant measures and movements from them if one of them wins the
presidential seat. An example of this is the given global prevalence of
coronavirus disease in 2019 (COVID-19), a vaccine is being developed to control
59

the disease as a supplement to hygiene measures—and better than social

distancing in social terms (Cerda & García, 2021). Given that a vaccine will
eventually be developed, data will be required to support a potential vaccination
campaign (Cerda & García, 2021). The goal of this study was to identify the
factors that influence the likelihood of refusal and indecision toward a COVID-19
vaccine, as well as the acceptance of the vaccine in different scenarios of
effectiveness and side effects (Cerda & García, 2021). The concept of self-
esteem resonates strongly and is frequently mentioned in American culture
(Kahne, 2022). Analysts must consider the ideological orientations of those who
use the term as well as the cultural norms that shape the debate (Kahne, 2022).
Explicit attention to the politics of self -esteem is required to understand and
evaluate its use in policy contexts (Kahne, 2022).
60

CHAPTER V
SYNTHESIS AND FUTURE DIRECTIONS
Introduction
This chapter discusses synthesis, creative synthesis, and the future. The
researchers proposed directions based on data reviewed by key informants
about the Top 5 Political Jingles of the Presidentiables with their lyrical and
musical composition. Specifically, the information gathered from key informants
to help assess the political jingle and whether it meets the criteria that were
provided will be beneficial to the masses in the Philippines when it comes to
producing influential video content such as these political jingles. This section
concludes the ideas that answer the primary research questions in forming the
researchers' main theory as a result of the insights gathered by the researchers
via the data gathering tools in developing the recurring themes of the study.
Synthesis
The researchers discovered that the information gathered from key

informants played a significant role in terms of additional insights, how its
underlying messages influenced, and engaged the masses. With the importance
of the writing and idea processes, especially when it comes to the lyrical content
of the jingle, the political jingle could entice casual viewers to further consume
and support the presidential candidate. With presidential candidates'
characteristics and platforms containing versatility and charm, the
Presidentiable’s have become a powerful force to be reckoned with. Especially
all the anomalies and stories about them that are relevant to the Filipino people.
61

In accordance to the analysis of the researchers they have gathered that

the answers to the adopted criteria this is their results, the highest is tied
between Mr. Pacquiao and Ms. Robredo with 71.43%; second, we have Mr.
Domagoso with 57.14%; third, we have Mr. Lacson with 52.38%; and last with
the lowest is Mr. Marcos with 28.57% in relation to the political jingle, which has a
strong influence on people's decisions to vote for a particular politician. According
to the information gathered as additional insights to the preceding criteria,
71.43% of respondents said that Ms. Robredo had checked the highest in the
adopted criteria; second, we have Mr. Domagoso with 61.90%; and last, we have
a tie between Mr. Lacson, Mr. Marcos, and Mr. Pacquiao with 57.14% in relation
to the political jingle, which has a strong influence on people's decisions to vote
for a particular politician. Both the researchers and the experts (58.57%) believed
that the political jingles just scratched the surface of the criteria and did not fully
meet its expectation of properly communicating the Presidentiable's advocacies.
Furthermore, the researchers notice how political jingles, especially the lyrics,
can influence the voting preferences of the masses due to their underlying
messages.
Results show that most politicians have discussed or highlighted their

tagline lyrics that are related to patriotism and service to nations, where they
have the probability of having a positive or negative impact depending on the
way audiences absorb the message and the type of words used. They also
notice that the political jingle that has the most domineering lyrics belongs to Mr.
Marcos which is the following:
“Wag na kayong bumoto kapag kayo’y nag alanganin. Ibebenta mo ba ang boto mo at
maging hangin. samin sasabay para sa kinabukasan natin”
“Masisigaw ko na ulit, maipagmamalaki na Pilipino ako at nagka-isa na kami. Wala nang
bobong Pilipino na magpapa-uto. Tapos na din ang panloloko nyo sa mga tao. Tunay ayan
mga lugar, Luzon, Visayas, Mindanao. Kay BBM, Sara ay dapat inyong iriyaw (scream)”
62

The themes that came up are the following: patriotic service for the nation
and its citizens, good governance, toxic Filipino ideologies, and hesitant
measures. Moreover, as much as politicians try to uplift themselves and the
status that they have, the background of the person also comes into play, which
can be a reason why the researchers view their lyrics negatively or biased. The
concept of a jingle is to produce a merry type of song that uplifts and encourages
people; however, based on the themes that came up, Filipino politicians tend to
take advantage of creating a jingle that is somehow a form of propaganda that
needs further understanding rather than hearing it alone. There is a tight rivalry
between the politicians involved in the 2022 Halalan. This is because of the
different party lists and the diversity of backgrounds that politicians have.
Creative Synthesis
The researchers will present their own political jingle based on their
findings from their gathered data and themes.
Lyrics:
Future Directions
These are the recommended topics for potential future researchers who
want to explore a related subject:
First is the consideration of gathering and making use of more detailed
data for this form of study. Throughout the duration of this research, the COVID-
63

19 pandemic has presented the researchers with various difficulties that have
made it arduous to conduct face-to-face interviews with respondents. Future
studies are thus encouraged to acquire more direct viewpoints from the
respondents by using techniques like focus groups or interviews. Furthermore,
future researchers might decide to expand the scope of their investigation as this
study only covers five of the political jingles of only the leading five presidential
candidates during the election year of 2022 in the Philippines.
Second, the range of the key informants or respondents may be
expanded, including the minimal quantities needed and their respective jobs.
When the researchers can gather more knowledgeable opinions from
accomplished people in related fields, such as music producers, singer-
songwriters, media creators, political campaign managers, professional video
editors, communication, and media professors, and more. It would greatly
improve and create a further in-depth analysis on the topic.
Furthermore, a thorough investigation of the significance of the influence
of political jingles on Filipino voters is another proposed area of study. Such
subtopics could be discussed with the respondents to better grasp the public's
viewpoint. Such as the initial effect of hearing the music itself or their assessment
of their most and least-preferred political candidates, both before and after
viewing or listening to their campaign commercials. The process of releasing the
music video for the political jingle or recording of the song, as well as other
themes that heavily rely on well-known content, may also be further addressed.
These topics may include the technical components of doing a thorough
examination of video editing techniques. Considering this, issues might also be
addressed to add more technical analyses in elaborating on the set and video
production components of the study in order to further analyze political jingle
materials.
64

CHAPTER VI
BENEDICTINE LEARNINGS
As the researchers are San Beda College Alabang students, it is quite

essential and crucial that they appropriately implement the Benedictine Values
while carrying out this research. From the beginning to the completion of the
work process, these applied ideals served as a guide and support. The
researchers' behavior toward the study, themselves, and other people who are
also involved in the accomplishment of the output is a typical example of how
they embody these principles.
Benedictine Values
Starting with the value of work with these considerations in mind, the
duration of this study required each of the researchers' time and dedication, just
like any other academic paper. Time management and discipline are two
important aspects of the work ethic required to progress efficiently. Situations
requiring cooperation and attentiveness were occasionally met with this
camaraderie. To achieve a balanced, cohesive, and productive workflow, the
group used their individual abilities to complete planned tasks. The team's
contribution to the research was always emphasized by the team's leader, who
reminded each member of the team of its significance. Despite the unavoidable
tendency for miscommunication and loss of contact with one another, the
65

researchers maintain their professionalism towards one another and the subject
matter under their care by adhering to the value of work.
This is consistent with the Benedictine value of excellence. The

researchers consistently gave their best effort to provide a great paper, whether it
was a major or minor assignment. Experiential scenarios include thoroughly
researching and reviewing data and double-checking it to reduce, if not eliminate
inaccuracies. When it came to producing specifically assigned parts, the group
members frequently checked and balanced each other to ensure that all works
remained of high quality.
They created work in order to practice the value of peace. An environment

that encourages communication and collaboration is also important; being
considerate is important whether at work or when taking breaks, especially when
it comes to each researcher's needs. Because work cannot be productive if one
is physically and mentally exhausted, it is essential that each member have time
to recover. As a result, members do not hesitate to ask each other for assistance
or advice, paving the way for much better overall work outcomes.
The researchers also considered the importance of when creating this

study. service, which embodies the essence of giving back during the creation of
this study, the creators received a lot of help and support from their families,
friends, thesis adviser, and professors, who helped them by referring potential
respondents, distributing questionnaires on time, and supervising them with
appropriate guidance. As a result, as the research progressed, it became an
established thought that their best must be given in order to produce a
substantial paper that can also aid not only future communication and media
66

studies students but the Filipino masses as well in analyzing political jingles used
by various politicians within the country.
Finally, is the Benedictine value of prayer, which refers to one's ability to

pray. One of the channels that connect people to God relationally is prayer,
which was never lacking in the pursuit and accomplishment of what the
researchers were able to provide. Although individual members of the group pray
more frequently than the group, there is always a discussion about prayer
requests for one another. Difficult and stressful situations are unavoidable in any
situation, including thesis research. Prayer has always been regarded as the first
port of call for guidance in all matters. done because the researchers believe that
through the Lord's grace, anything is possible, lifting all their worries and giving
thanks to Him
All the values mentioned work in tandem as the foundation for direction in
important matters such as a virtuous mindset and decision making. Without
these, the researchers may not have been able to properly balance having a
good working process in completing the study and achieving a smooth workflow
between each other as a group.
67

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77

APPENDIX A
Political Jingle Lyrics
(BBM) Sama sama by Bastee and Balarao
“SAMA SAMA”
by Bastee ft. Balarao
Pilipinas!
Kay Bongbong Marcos kami at Inday Sara

Wala ni-sinuman iboboto kundi sila
Ang pag-asa ng Luzon Visayas at Mindanao
Sabay sabay tayong magka-isa at isigaw
Sama sama
Patuloy na magka-isa
Buong Pinas, Luzon, Visayas, Mindanao

At ang tigre ng Norte, at ang agila ng Davao
78

Tayo ay dugong Pinoy

At ang magka-isa, animo’y sana matuloy
Nang dahil kay Macoy at Inday Sara
Walang ibang kulay na tatayo kundi ang ating bandila
Wala kaming pake (pakialam) sa naninira
Bagkos handa kami makipag-kamayan balang araw at maki-isa
Mangyayari ang pangarap na ating inaasam

Kung ang boto mo lang, sa Uniteam nakalaan
Eto na ang pagbabago

Wag nyo sanang sayangin
Wag na kayong bumoto kapag kayo’y nag alanganin

Ibebenta mo ba ang boto mo at maging hangin
O samin sasabay para sa kinabukasan natin
Pilipino, taas noo kahit kanino

Sabay sabay nating isisigaw sa mundo
Na ang magka-isa muli ay ang unang nating hangarin
Ng mauna ulit sa listahan ang bansa natin

79

Sama sama
Patuloy nang magka-isa
Luzon, Visayas, Mindanao

Bongbong Marcos ang sigaw
Samahan pa ng Inday Sara na syang agila ng Davao

Maski anong panira, maski anong batikos
Mulat na ang Pinoy sa inyong daang baluktot
Pakiusap, wag ibebenta ang boto
Limang daan piso kapalit anim na taong perwisyo
Ang nagawa ng kanilang ama

Hayaang sila ang magpatuloy
Bongbong at Sara lang ang may malasakit sa Pinoy
At ngayon taon ang itinakda upang bagohin ang sistema nagpapahirap sa bansa
Marcos Duterte ang iboto, tayo ay magkaisa

Wag tayo papa-apekto sa mga naninira
Pag ang puno ng mangga mabunga, siyang binabato
Pag ang tanke ay mauggong, tiyak walang laman ito
Gets nyo ba na kung sino pa ang may malasakit sa bansa
Sila pa ang pinupukong ng mga utak talangka
80


Sama sama
Criss-cross in the sun, Imma raise this flag

Filipino blood is my pride til’ I die
The land of my birth, the land where I’m raised
So proud to be Pinoy til’ the end of my days
Masisigaw ko na ulit, maipagmamalaki na Pilipino ako at nagka-isa na kami
Wala nang bobong Pilipino na magpapa-uto

Tapos na din ang panloloko nyo sa mga tao
Tunay ayan mga lugar, Luzon, Visayas, Mindanao
Kay BBM, Sara ay dapat inyong iriyaw (scream)
(Undetermined dialect)
Isa akong Pinoy at kay Bongbong Marcos ako

At si Inday naman ang bise president ko
81

Wag nyong payagan na madaya ulit tayo

Sama-sama magkaisa para sa bagong Pilipinas


Sama sama
(Repeat 2x)
82

(ISKO) Bilis Kilos
“BILIS KILOS”
by Sigaw Lehitimo
Nakakapagod na ang ating sinapit

Mali’y taposin na. Wag tayo magpagamit
Isigaw sa langit, kailangan na (Pagbabago!)
Wag naming maulit. Natuto na (Pilipino!)
Mahalaga ang buhay.
Ipaglabang tunay na
pantay pantay, sabay sabay sa paglipad
Ang ating pag-asa, nandito na

Para sa bawat Pilipino,
Ikaw ang naISKO
Kapit ka. Nandito na ang laban nya
Para sa bawat Pilipino, Bilis Kilos!
Hindi ba-bagal bagal, batas pinapairal
Di mapagtaas.
83

Kanyang i-aangat antas ng ating buhay

Kasama ka sa pag-unlad
Darating ang bagong umaga
Nakikinig ang Diyos sa dalangin natin
Tumawag, manalig ka

Ikaw ang naISKO

Ikaw ang naISKO
84

(Lacson) Tara Na, Kay Ping Lacson Na!
“Tara ba, Kay Ping Lacson Na!”

by Jake Angel Beats
Botaran (iboto) na, Kay Ping Lacson na

Sa kanyang kamay ay may pag-asa
Kaya kay Ping, Ping Lacson na
Ang pagbabago ay madarama

Kakayahang katapat ang katapangan

Narito ang tanging tunay na maasahan
Buong puso na tutulong ‘toh sa bayan
Laging isusulong dito ang kapayapaan
Wag ka na mailing. Sige na daram.
Ping Lacson ka na
85

Buksan ang mata. Wag na mangamba

Dahil di ka na mag-iisa kasama sya
Sama-sama sama tayo

Sama-sama sama tayo
Kay Ping Lacson lang tayo


86

(Pacquiao) LABAN
“LABAN”
By Ato Arman
Isang taong may puso at handa kang ipaglaban

Ang tanging nais lang i-ahon ka sa kahirapan
Hindi nya papayagan kung mali ang katuwiran
Ang mahalaga makita ang katotohanan
Di bali nang mababa ang kanyang pinag-aralan
Di bali nang mahirap ang pinagmulan
Di bali nang laitin at durugin ng kalaban
Basta’t para sa bayan, handa lagi syang lumaban
Bayan bangon, wag kang matakot

Darating din ang ating hinahanap
Bayan laban, wag kang matakot
Darating din ang tunay na pag-asa
Isang taong matapang ngunit may takot sa Diyos

Handang lumaban kahit sino pang nasa likod
Dudurugin ang mapag-pahirap sa lahat
87

Kaya humanda na sa kamao nyang malakas

May kakampi na ang maraming mahihirap
May magtatanggol na sa ating lahat
May pag-asa na upang tayo’y marinig

Pangarap ng mahirap atin nang makakamit

Lagi nalang, lagi nalang

Kapag mahirap, wala kang alam
Kay ‘rami nilang mga dahilan
Wala na ba tayong Karapatan
Minamaliit, ginigipit, pinapahirapan ng malupit
Pangarap lang ay mag-lingkod sa maliliit

(Repeat 4x)
88

(Robredo) Leni Robredo Ating Pinuno
“Leni Robredo Ating Pinuno”

by 1SAMBAYAN
Gobyernong tapat
Angat buhay lahat
Nagawa niya
Nagawa niyang lahat
Leni Robredo! (4x)
Nagawa niyang tumulong sa kapwa

Nagawa niyang mamuno sa tama
Nanindigan
Para kay Juana't kay Juan
Laman ng isip pinaglaban
Hangad niyang tayo ay mamuhay

Sa bansang ang lahat ay pantay
May karapatan
89

Tungo sa kaunlaran
Handang maglingkod kailanman
Leni Robredo, nagawa niyang lahat

May lakas, may galing, at may pusong tapat
Leni Robredo, ating pinuno
Nagawa niya, nagawa niyang lahat
Nagawa niyang ikaw ay turuan

Buong pusong pinagsilbihan
Inangat ang lipunan
Tinaas ating bayan
Di tayo pinabayaan

Dumaan ang bagyo, di sumuko

Ang ngiti sa mata'y di naglaho
Tumindig, lumipad, taas ang noo
Pag-asa ng Pilipino

90

(Repeat 3x)
Gobyernong tapat
Angat buhay lahat
Nagawa niya
Nagawa niyang lahat
APPENDIX B
SURVEY QUESTIONNAIRE
Google Form Content:
https://docs.google.com/forms/d/e/1FAIpQLSfjblfaldncUW0-
Vn1TBQiupafbGEsgGvrgBzNYL7rlyTIrsw/viewform?usp=sf_link
Google Drive Link (Contains the Political Jingles):
https://drive.google.com/drive/folders/133yIDlYkf-e6ja5hw8eWud-
Ok1tzuQdy?usp=sharing
91

The following explanation per category for the criteria is as follows (“7 C’s of
Communication,” 2022);
(1) A factual message is always required, and a complex message may necessitate
additional information and explanation. Of course, the message must be
complete and tailored to the receiver's worldview and preferences.
(2) Concreteness of a message is also important in a concrete communication

situation. The words that are used and the sentence structure can be interpreted
in a single way, and there is nothing left to the imagination.
(3) Courtesy of the message considers the target group's point of view and their
feelings. Must remember that it is a critical way to approach the audience in a
friendly and courteous manner.
(4) Correctness of language usage that has preferences there should be no

grammatical errors that should be avoided, and incorrect verb usage will not
suffice. The use of language and words correctly then increases trustworthiness
and gives the impression that the receiver is taken seriously.
(5) The explicitness characterizes the Clarity of the language and words used. By
staying on that point, then and only then, will the receiver have a clear picture of
the content of the message.
92

(6) Consideration in communicating with a specific audience. It is critical to connect

with the audience and engage with them.
(7) When the story is consistent and there are no inconsistencies, the message's
Conciseness must be clear. When facts are mentioned, it is critical that they are
supported by consistent information.
Criteria for the Political Jingle of the Top 5 Presidentiables

Mr. Domagoso, Francisco “Isko Moreno”
“Tunay na Solusyon, Mabilis Umaksyon (Real

Solution, Fast Action).”
• Completeness of the Message
• Concreteness of the Message
• Courtesy of the Message
• Correctness of the Message
• Clarity of the Message
• Consideration of the Message
• Conciseness of the Message
93

Mr. Lacson, Panfilo
“Aayusin ang Gobyerno, Aayusin ang Buhay ng

Pilipino,” (If the Government is fixed, the lives of
the Filipinos will also be fixed).
● Completeness of the Message
● Concreteness of the Message
● Courtesy of the Message
● Correctness of the Message
● Clarity of the Message
● Consideration of the Message
● Conciseness of the Message
Mr. Marcos Jr., Ferdinand “Bongbong”
“Sama-sama Tayong Babangon Muli (Together We

Will Rise Again)."
94

Mr. Pacquiao, Manny
“Panalo ang Mahirap, Panalo ang Pilipino (The Poor

Win and the Filipino Wins).”
95

Ms. Robredo, Maria Leonor “Leni” G.
“Sa Gobyernong Tapat, Angat-Buhay Lahat (In An

Honest Government, Will Lift All Life)."
The purpose of this research paper is to determine the quality and the
presentation of the platforms during the Halalan 2022 in the lyrics of each jingle.
96

With that, the researchers would like for you to answer these questions as their
key informants.
(1) What are the phrases in the lyrics that represent their campaign
tagline?
(2) What are the underlying messages that the candidates are telling
us from the lyrics to their actions?
(3) What is the most domineering point in the lyrics?
Additional Comments:
97

APPENDIX C
STUDY PROTOCOL ASSESSMENT FORM
98

99

100

101

102

103

104

APPENDIX D
INFORMED CONSENT FORM
(Month) 2022
(Name of Key Informant)
(Occupation, Position, Company)
Dear Mr./Ms. (Last Name),
Peace!
We are the researchers from the BA Communication and Media Studies (CMS)
program of San Beda College Alabang, currently taking the subject
Communication Research III. In partial fulfilment of our requirements on this
subject, the researchers would like to ask for your permission to be one of the key
informants in our thesis paper entitled, “Halalan2022: A Textual Analysis of the
Political Jingles of the Top 5 Presidentiables”.
If you agree to be one of our key informants, you will be given a Google Drive link
containing one of each of the lyrics to the political jingle from the Top 5 Presidential
candidates in the 2022 elections. As well as a researcher-made criteria checklist to
guide you in analysing the lyrics. Additional comments are most welcome. We
105

would also highly appreciate it if you would maintain fairness in analysing each
jingle from the top 5 presidential candidates.
We will only require the basic details of the key informant’s identity and contact
information to be able to properly contact you. We will also send you a copy of the
finished version of our study. Your details will be kept confidential among the
researchers, adviser, professor of the subject, and panelist.
An important note: if you suddenly feel distressed in the middle of the given
analyzing time, you have the right to notify the researchers and withdraw anytime.
Rest assured; no pressure will be put on you nor explanations will be required
afterward.
Please feel free to contact us for further clarification regarding this matter. Our
humblest gratitude and we are hoping for your most favorable response.
In St. Bede,
Prepared by:
Patricia Marize Gaton
Head Researcher for Group 13
San Beda College, Alabang
106

Noted and approved by:
Ms. MA. LUIGI ANGELICA ARELLANO-UNTIVERO
Research Adviser for Group 13
107

APPENDIX E
GANTT CHART
Project Title Halalan2022: A Textual Analysis of the Political Jingles of the Top 5
Presidentiables
Project Members Gaton, Sabando, & Santos
Date November 20, 2022

WBS TASK Title Task Start Date Due Date Duration Task
NO.# Owner Completion
I THE PROBLEM AND ITS BACKGROUND
Introduction Santos February February 100%
17, 2022 21, 2022
Background of Sabando February February 100%
the Study 17, 2022 21, 2022
Conceptual Sabando February February 100%

Framework Gaton 17, 2022 21, 2022
Statement of the Santos February February 100%

Purpose 17, 2022 21, 2022
Significance of Sabando February February 100%

the Study 17, 2022 21, 2022
Scope and Gaton February February 100%

Delimitation 17, 2022 21, 2022
Definition of All February February 100%

Terms Members 17, 2022 21, 2022
II REVIEW OF RELATED LITERATURE AND STUDIES

The Role of Santos February March 31, 100%
Music 25, 2022 2022
during
Electoral
108

Campaigns
The Effects of Sabando February March 31, 100%

lyrical Gaton 25, 2022 2022
Influence
Factors in Sabando February March 31, 100%

Effective Gaton 25, 2022 2022
Campaign
Messages
Research Santos February March 31, 100%

Synthesis 25, 2022 2022
Relevance to Sabando February March 31, 100%

the Present Gaton 25, 2022 2022
Study/
Research
Gap
III METHOD AND PROCEDURE

Research Sabando April 05, April 10, 100%
Tradition 2022 2022
Key Informants Gaton April 05, April 10, 100%

Profile 2022 2022
Sampling Gaton April 05, April 10, 100%

Technique 2022 2022
Research Sabando April 05, April 10, 100%

Ethics 2022 2022
Research Gaton April 05, April 10, 100%

Instruments 2022 2022
Data Gathering Gaton April 05, April 10, 100%

Procedure 2022 2022
Data Analysis Sabando April 05, April 10, 100%
109

2022 2022
IV RESULTS AND DISCUSSION

Profile of the Gaton October November 100%
Informants 25, 2022 18, 2022
Themes All October November 100%

Members 25, 2022 18, 2022
V SYNTHESIS AND FUTURE DIRECTIONS

Synthesis All October November 100%
Members 30, 2022 18, 2022
Creative Santos October November
Synthesis 30, 2022 18, 2022
Future Sabando October November 100%

Directions 30, 2022 18, 2022
VI BENEDICTINE LEARNINGS
Introduction Gaton November November 100%
01, 2022 18, 2022
Benedictine Gaton November November 100%
Values 01, 2022 18, 2022
References Gaton November November 100%

01, 2022 18, 2022
Appendices Gaton November November 100%

01, 2022 19, 2022
110

APPENDIX F
CURRICULUM VITAE
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San Beda College Alabang

COLLEGE OF ARTS AND SCIENCES`

“Halalan2022: A Textual Analysis of the Political

An Academic Study to the

In Partial Fulfillment for the Degree of Bachelor of Arts

That in all things, God may be glorified

That in all things, God may be glorified

That in all things, God may be glorified

Research Title : “Halalan2022: A Textual Analysis of the Political

Researchers : Gaton, Patricia Marize

Sabando, Princess Juvialle Zufianne

Santos, John Gabriel

Degree Conferred : Bachelor of Arts Communication and Media

That in all things, God may be glorified

I THE PROBLEM AND ITS BACKGROUND 8

II REVIEW OF RELATED LITERATURE AND 16

III METHOD AND PROCEDURE 26

IV RESULTS AND DISCUSSION 33

That in all things, God may be glorified

V SYNTHESIS AND FUTURE DIRECTIONS 61

That in all things, God may be glorified

1. A conceptual framework combining Marshall McLuhan’s medium theory

That in all things, God may be glorified

That in all things, God may be glorified

The Background of the Study

Cultural identity is a complicated web of values, beliefs, and actions

That in all things, God may be glorified

That in all things, God may be glorified

The researchers used a combination of two theories. The Medium Theory

That in all things, God may be glorified

dissemination of a message through a medium, be it a plea for fire safety or an

That in all things, God may be glorified

Figure 01. A conceptual framework combining Marshall McLuhan’s medium

Statement of the Purpose

That in all things, God may be glorified

The Significance of the Study

That in all things, God may be glorified

Scope and Delimitation

• Presidentiables is a slang term for presidential candidates.

That in all things, God may be glorified

The Role of Music during Electoral Campaigns

That in all things, God may be glorified

(14.1%) were strongly influenced, (54.1%) were moderately influenced, and

That in all things, God may be glorified

That in all things, God may be glorified

respondents painted a picture of how music influenced their voting preferences

The Effect of Lyrical Influence

That in all things, God may be glorified

sentiments, challenges, and difficulties in specific settings, as well as to cement

That in all things, God may be glorified

have different ways of influencing emotions and mechanisms (Barradas, &

That in all things, God may be glorified

mistakes. This section is crucial because there may be an error in classifying

That in all things, God may be glorified

Factors in Effective Campaign Messages

Messages can be of various forms. From formal to emotional and informal

That in all things, God may be glorified

That in all things, God may be glorified

Relevance to the Present Study/ Research Gap