RDL Final Output (Qualitative)

Nuestra Señora de Guia Academy of Marikina
98 Soliven St., Greenheights Subd., Ph.3, Nangka, Marikina City 1808 Tel:
535-4384 / 899-3795; E-mail: nsdga.gh@gmail.com
A Qualitative Research about
The Impact of Deliberative Political Campaigns on Young Voters
______________
A Research Presented
to the Faculty of the Nuestra Señora De Guia
Academy of Marikina
In Partial Fulfillment of the Requirements
for Research in Daily Life 1, Research Project and Capstone
Submitted by:
Aclan, Vekeena Ainah
Lacandazo, Cyrille Jay
Perez, Janzhy Mae
Torres, Marc Jeevan
Tresvalles, James
OCTOBER 2021
TABLE OF CONTENTS
Abstract.................................................................................................................iii
Approval Sheet.......................................................................................................v
Acknowledgement.................................................................................................iv
Chapter 1: THE PROBLEM AND A REVIEW OF RELATED LITERATURE
Introduction 1
Review of the Related Literature 3
Synthesis of the review of related literature and studies 8
Theoretical Framework 10
Conceptual Framework of the study 11
Statement of the Problem 12
Significance of the study 14
Scope and Limitation 15
Definition of terms 16
Chapter 2: METHOD OF RESEARCH
Research Design 18
Sources of data 18
Data Gathering Instruments 19
Data Gathering Procedure 29
Statistical Treatment of Data 21
ABSTRACT
At general elections across the Philippines, turnout among young people
tends to be significantly lower than among older voters. Therefore, this research
focuses on the deliberative campaigns, such as digital or political marketing
campaigns that were targeted at young voters in this year's election. More
specifically, this research aims to provide insights that evaluate the effect of
deliberative campaigns on voter turnout and vote shares. In addition, the ideas
put forth herein can certainly help advertising professionals to plan political
marketing campaigns that engage young people in future elections and therefore
aid candidates in their quest to achieve electoral success. This research was
conducted due to the observation of the researcher that many youths are
participating in this year's elections. Finally, communication between political
parties and constituents—may improve the ultimate efficacy of the political
process.
This research uses a Qualitative method to find the details of the
intervention of evaluating the impact of deliberative political campaigns on young
voters. The purpose of this research is to find out whether deliberative political
campaigns correspond to the young voters' decisions.

APPROVAL SHEET
In partial fulfilment of the requirement for the Research in Daily Life 1 for
this Research Proposal entitled: “A Qualitative Research about
The Impact of Deliberative Political Campaigns on Young Voters” has been
prepared by Group 2, who is hereby recommended for the corresponding Oral
Examination.
MR. ANTHONY REY C. EDER

Adviser
October 15, 2021
Date
Approved in partial fulfilment of the requirement for [insert your current

status] by the Oral Examination Committee.
MR. ANTHONY REY C. EDER

Chairperson
(Panel) (Panel 2)
Member Member
Accepted in partial fulfilment of the requirement for the Research in Daily Life 1,
Research Project and Capstone
MR. PATRICK GENE URRUTIA

Principal, NSDGA
October 15, 2021
ACKNOWLEDGEMENT
The Researcher is overwhelmed in all humbleness and gratefulness to
acknowledge my depth to all those who have helped the researcher to put these
ideas, well above the level of simplicity and into something concrete. The
researcher would like to deeply thank our principal Engr. Patrick Gene Urrutia for
giving me this opportunity to do this wonderful research entitled as “A Qualitative
Research about The Impact of Deliberative Political Campaigns on Young Voters”
. The Researcher would also like to express the researcher’s deepest
gratitude to his research adviser Mr. Anthony Eder for making this research
possible and for helping the researcher on the way of making this project. The
researcher would like to also express gratitude to all the panels who helped the
researcher improve the research. The researcher would also like to thank all the
individuals who participated in the survey that helped the researcher a lot in
gathering data. The researcher also expresses deepest gratitude also to his
parents and friends who supported the researcher in the making of this research.
The researcher could not express gratitude more to all the help and
support given to the researcher despite all their busy schedules. The researcher
thanks everyone mentioned above for making this project a success.
Thanking you, Group 2
12 HUMSS-B2
Chapter 1: THE PROBLEM AND A REVIEW OF RELATED LITERATURE

INTRODUCTION
In today’s generation, political campaigns are rapidly spreading. What is a
political campaign? Election campaigns are conducted to have a free and open
discussion about who is a better representative and in turn, which party will make
a better government. In the Philippines 90 days for Presidential and
Vice-presidential elections. Election of Members of the Batasang Pambansa and
Local Election lasts as long as 45 days, as for barangay election this only lasts
for 15 days. Young voters are expected to carry out all our hopes and aspirations
for a better world clean of corruption, poverty, disease and conflict. It is up to
them to bring us into that bright future. They are underrepresented in the voting
population. Persons under the age of 30 vote a lot less than older ones. This
might be due to difficulties in getting to polling places; more often this is a result
of apathy and cynicism, which in turn come from feeling little influence in the
outcome and yet, if more young people could participate in major elections their
concern would have to be addressed more by the candidates, meaning they
would hold more influence. More young people nowadays are eager to contribute
their talents and efforts to make something happen, but they need opportunities
and they also need roles within organisations to make a difference. They need to
be given a chance to participate in the country's development. Youths are active

participants in both local and national development of the Philippines, whether
through traditional means like campaigning for clean elections or less-traditional
means like making technology that allows people within their communities to
access information about what's happening around them. This study was carried
out to assess and analyze the impact of deliberative political campaigns on
young voters.
Here we are at the time of our lives, the time where we, “the voters'' have
the power to choose who among our government officials are worthy to become
our president, since before the elections began there were several conflicts in
which we fellow Filipinos continue to argue, who among them are the real
enemies, the real thieves that stole our hard earned money, those who stripped
us away from our freedom. To be specific this research aims to provide insights
on how youth’s vote are important as well as how the youth’s choice may affect
the well being of the Philippines in the future. We live in a generation where we
are free to do as we please, say whatever we want but that doesn't mean the
masses would listen to our opinions. Many youths are participating in this year's
elections. Finally, results suggest that they were effective in increasing vote
shares by changing voters’ attitudes and making the party’s platform more
persuasive among specific societal groups.

REVIEW OF THE RELATED LITERATURE
The purpose of this Review related literature particular to the Researchers
topic is to broaden the researchers knowledge about the The Impact of
Deliberative Political Campaigns on Young voters. This Literature Review will
also help to determine what are the possible conflicts and solutions regarding the
topic. It also provides prior ideas to help the researchers improve their study. In
addition it also helps the future researchers and reader to properly understand
this learning.
1. Importance of Political Campaigns to Politicians
Based on (Farrell and Schmitt-Beck, 2003) One of the effective procedures of
persuading the citizen is to conduct Election Campaigns. It is more essential
because Politicians are gaining more interaction between them and the citizens.
They can elaborate more about their political stands and advocacies and
because of that, voters are persuaded about what the politicians have said.
According to (Benoit, 2007) Candidates spend so much that it costs more than a
million to introduce themselves to the citizens. One of the platforms that they
have used are television for advertisements and Websites to tackle themselves
and produce their speech. (Lau and Pomper, 2004) note that “It is not just money
but how candidates choose to spend their campaign funds that influences the
outcome of an election” in other words money is just quite important because the
outcome of the campaign is more significant.
2. Deliberative Political Campaigns
Moctezuma et al. revealed that Deliberative Political Campaigns can increase
voters because voters can be informed about what are their political stands,
platforms and advocacies. It also helps the Parties and Politicians to spread
awareness and share information about what is going to happen about their
plans and to persuade voters and affect their behavior. According to (Lipsitz et
al., 2005) Voters have different points of view about the Politicians Political
Campaigns and voters care more about the political processes and voters
criticizes what they see. Voters want to be informed and involved about the
Candidates campaigns.
3. Efficiency of Young Voters
As stated by (Noordin et al., 2010) Young Generation has a voice to influence
their fellow generation or even to their acquaintance. The Young Generation use
many platforms to voice out what they like and not. This Generation votes a
specific candidate based on their Backgrounds, Political stands, Profile and
importantly their ‘clean’ aspects. The study also shows that Young Voters made
up at least half of the total voters among all the citizens who voted.
According to (Walker, 2006) Young Voters increased and it turned out that the
Young voters effectively divided public engagement into two parts, the Civic and
the Political. This study shows that the Young ones are paying more attention to
the issues that the society is facing.
In conclusion, this Review Related Literature shows the Importance of the
Political campaign to the voters especially to the young ones and the Efficiency
of the Young Voters in the society. It also shows that this study has a lot of
related Literature that can help the Researchers, Future Researchers and the
readers to broaden their knowledge.

SYNTHESIS OF THE REVIEW OF RELATED LITERATURE AND STUDIES
In experiences and studies of possible conflicts and solutions regarding the
study between the political campaigns on young voters, the study advanced the
learning efficacy.
In recent decades political actors of all sorts - parties and candidates,
governments and other political institutions, lobby groups, social movements and
other kinds of citizens' associations - have increasingly come to view political
campaigning as an essential supplement to their engagement in the process of
policy making. By investing ever more efforts and resources into political
campaigns they seek to mobilize support among the mass public, to persuade
citizens of their causes, and to inform the citizenry about public policies and
political activities. Those waging campaigns firmly believe that these efforts help
them to achieve their political goals and thus count in the political process. There
is also a large body of literature in the area of communications studies,
examining the effects of the news media's political reporting on the opinions and
attitudes of their audiences during campaign periods. (Farrell, 2005).

Campaigning is a core feature of the political process in contemporary
democracies. Election campaigns see parties and their candidates wage battles
for voters and political office. Issue-based campaigns see government agencies
or interest groups attempting to have an issue or policy placed high on the
political agenda, and to have it favourably framed in public debate. Furthermore,
the study of campaign effects has been predominantly focused on a small
number of national contexts. (Schmitt-Beck, 2006).
While inquiries into the effects of political campaigns cannot ignore the
mediating role of mass communication, equally they cannot restrict themselves to
looking only at the media. (LeDuc, 2008). To be sure, recent years have seen an
increased effort to go beyond the limitations of these strands of research with the
aim of producing firmer conclusions about whether and how political campaigns
affect. We start, in the first section, by outlining the field of study of campaign
effects, setting out a definition of campaigning, and reviewing the types of
campaigns that can be included in this area of research. Finally, we provide a
short progress reviewing the main trends in the study of political campaign
effects, before concluding with a process of the framework.

THEORETICAL FRAMEWORK
CONCEPTUAL FRAMEWORK OF THE STUDY
The focus of the study was undertaken by the following examination shown
in analysis that provides as a guide or gives direction of the research in
regulating this study, which has a three part procedure: the input, process and
output.
Input Process Output

STATEMENT OF THE PROBLEM
This research targets the Impact of Deliberative Political Campaigns on
Young Voters to the political performances of the elections given that it is widely
news these days to do various observations to the campaigns. Therefore, the
researchers seek answers to the following questions :
1. What are the challenges of developing and implementing a deliberative
political campaign targeted at young voters?
2. What kind of role practitioners may have in a creative planning process
of a political campaign targeted at a young audience?
3. How would it express the opinions in this day of age without starting a
major conflict between political and apolitical students?

SIGNIFICANCE OF THE STUDY
This study will be undertaken to find qualitative research about the impact of
deliberative political campaigns on young voters to measure its effectiveness
through the masses and how they respond through elections. Benefiting the
study are the various sectors as follow:
The Young Voters
The center of our spotlight today is our young voters. Today we live in a
digital generation in which we look up certain information on the internet, it will
completely appear without any work. This is also why young voters tend to take
matters into their own hands as they did some “digging” as well as found some
new information about the government of today’s age.
The Adults
Today, our adults are easily persuaded through sweet words and money
bargains. From what our researchers can see, the adults based their votes
through popularity among the masses and judged based on how they act in the
media and not keep track of their record in their career as a government official.
The Researchers
The researchers have gathered an abundant amount of information,
considering how the youth's vote may benefit the Philippine's well being in the
future, the adults had also concluded who they'll vote for in the upcoming election
this 2022. Furthermore, it is important for our society to consider all information,
facts and opinions regarding the knowledge of the Philippines.
SCOPE AND LIMITATION
This study focuses on finding out the Impact of Deliberative Political
Campaign on Young Voters. Recent studies and researchers will be used as
reference to determine the deliberation that could be used to persuade young
voters to mobilize in favor of a given platform.
This study will be conducted in this year's election 2021-2022. Any changes
or progress in details and updated information beyond the said point are not
covered by the election campaign strategies.

DEFINITION OF TERMS
Deliberate - to think about or discuss issues and decisions carefully.
Campaign - a planned group of especially political, business, or military activities
that are intended to achieve a particular aim.
Politics - the activities associated with the governance of a country or other
area, especially the debate or conflict among individuals or parties having or
hoping to achieve power.
Voters - a person who votes or has the right to vote at an election.
Youths - the period between childhood and maturity, the early period of
existence, growth, or development.
Target - a goal to be achieved, something or someone to be affected by an
action or development.
Development - a process that creates growth, progress, positive change or the
addition of physical, economic, environmental, social and demographic
components.
Election- a formal and organized choice by vote of a person for a political office
or other position.
Chapter 2: METHOD OF RESEARCH

RESEARCH DESIGN
The researchers will use Qualitative Research design to characterize the
Impact of Deliberative Political Campaigns on Young Voters and besides to have
knowledge or opinions about the matter of political campaigns to young voters. A
qualitative research design is used concerned with setting up the answers to the
whys and hows of the defining questions.
SOURCES OF DATA
1.1 Primary Data
We collect primary data during the course of doing experiments in
experimental research but in case we do research of the descriptive or qualitative
type of surveys, then we can obtain primary data either through observation or
through direct communication with respondents in one form or another through
google form interviews. This in other words, means that there are several
methods of collecting primary data, particularly in surveys. Important ones are;
observation, interview and questionnaires.

1.2 Primary Data Methods
● Data Collection through Interview
In this method, there are two groups: one is the researcher who will send
messages through any messaging apps to the respondents or the
interviewer and the other group is the people answering to the questions
or interviewee. An interview can be either telephonic interview
conversation or direct (face-to-face) interview, but because of the
pandemic we can't do that. The benefits of the interview method are that
the information is clear and deep, and missing data can be easily
identified and we can control the size of the sample. The limitations of this
method are it involves longer time to complete, manual mistakes while
recording or coding data and cost incurred is high (Pochiraju & Seshadri,
2019).
● Questionnaires and Surveys
In this case, the researchers frame a set of questions to be asked to the
respondents and collect the data by circulating them. Mostly, a pilot study
should be conducted when we make use of this data collection method.
These data can be collected either offline mode (direct survey like a
census) or online mode (google forum, email, etc).

The benefits of this data collection are that the respondent gets enough
time to answer the questions, and the cost of conducting this method is
comparatively low. The limitation of this is once the question is framed, we
cannot alter in the middle and it requires more time.
1.3 Secondary Data
In secondary data, we are already collected by and readily available from other
sources. When we use a collection method with primary data from another
purpose for our purpose we refer it to this secondary data. These secondary data
may be obtained from many sources, including literature, industry survey,
compilations from computerized databases and information systems, and
computerized or mathematical models of environmental processes.
1.4 Secondary Data Methods
Government Agencies. Evidence from the post-electoral survey provides support
that increases in vote share stemmed from the town hall deliberations by
strengthening citizens’ attitudes towards the hosting party’s platform. (Fujiwara,
2013)
Journals. Party representatives encouraged attendees to suggest amendments,
as well as additional proposals for potential inclusion. Upon conclusion,
representatives committed to summarizing suggestions and proposals for
party-list leaders. (Rubenson, 2014)
Websites. This year's election marked electors for the first time participating on
the party-list, and they concentrated their campaign towards the perceived needs
of the urban poor and informal workers. (Wantchekon, 2013)
DATA GATHERING INSTRUMENTS
The researchers used a survey and interview questionnaire instrument to
gather specific data. It allows the respondents to answer the researcher interview
and survey based on their point of view and on their own understanding and also
to not put pressure on the respondents side and they can easily answer the
researchers survey and questionnaire about the researchers research project,
The Impact of Deliberative Campaign on Young Voters.

The researchers acknowledge and use the survey/interview type of
instrument and to create their own kind of questions based on the researchers'
achievements. With the help of the young voters aged 17 years old to 19 years
old. The researchers made the survey/interview easy to answer in such a matter
that;
a) It will not consume a long time to the respondents' privacy.
b) Researchers will avoid giving pressure to the respondents.
c) Respondents can express their answer in more of their own way.
DATA GATHERING PROCEDURE
The researchers conduct the study about The Impact of Deliberative
Political Campaigns on Young Voters aged 17 to 19 years old to gather
information. The researchers distributed an open survey and questionnaires to
the youths who registered and set out background knowledge about the
research. The researchers chose 40 respondents from young voters aged 17 to
19 years old randomly filled with answers to the survey questionnaire.

After collecting all data with the help of a statistician that tabulated and tallied
the survey, the result would hopefully be a basis for enhanced review. The
respondents were requested to sign a consent from the start that they
understood what the study was all about.
The paper of the respondents survey questionnaires presented to them,
they will answer the survey questionnaires in a google form. The researchers
provided questionnaires that the participants answered the questions in the
survey.

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Nuestra Señora de Guia Academy of Marikina

A Qualitative Research about

The Impact of Deliberative Political Campaigns on Young Voters

to the Faculty of the Nuestra Señora De Guia

In Partial Fulfillment of the Requirements

for Research in Daily Life 1, Research Project and Capstone

Aclan, Vekeena Ainah

Lacandazo, Cyrille Jay

Perez, Janzhy Mae

Torres, Marc Jeevan

At general elections across the Philippines, turnout among young people

focuses on the deliberative campaigns, such as digital or political marketing

participating in this year's elections. Finally, communication between political

parties and constituents—may improve the ultimate efficacy of the political

This research uses a Qualitative method to find the details of the

intervention of evaluating the impact of deliberative political campaigns on young

campaigns correspond to the young voters' decisions.

prepared by Group 2, who is hereby recommended for the corresponding Oral

MR. ANTHONY REY C. EDER

Approved in partial fulfilment of the requirement for [insert your current

MR. ANTHONY REY C. EDER

Research Project and Capstone

MR. PATRICK GENE URRUTIA

The Researcher is overwhelmed in all humbleness and gratefulness to

giving me this opportunity to do this wonderful research entitled as “A Qualitative

Research about The Impact of Deliberative Political Campaigns on Young Voters”

. The Researcher would also like to express the researcher’s deepest

thanks everyone mentioned above for making this project a success.

Thanking you, Group 2

Chapter 1: THE PROBLEM AND A REVIEW OF RELATED LITERATURE

In today’s generation, political campaigns are rapidly spreading. What is a

a better government. In the Philippines 90 days for Presidential and

Vice-presidential elections. Election of Members of the Batasang Pambansa and

for a better world clean of corruption, poverty, disease and conflict. It is up to

concern would have to be addressed more by the candidates, meaning they

be given a chance to participate in the country's development. Youths are active

participants in both local and national development of the Philippines, whether

through traditional means like campaigning for clean elections or less-traditional

out to assess and analyze the impact of deliberative political campaigns on

persuasive among specific societal groups.

REVIEW OF THE RELATED LITERATURE

The purpose of this Review related literature particular to the Researchers

topic is to broaden the researchers knowledge about the The Impact of

Deliberative Political Campaigns on Young voters. This Literature Review will

1. Importance of Political Campaigns to Politicians

Based on (Farrell and Schmitt-Beck, 2003) One of the effective procedures of

persuading the citizen is to conduct Election Campaigns. It is more essential

outcome of the campaign is more significant.

2. Deliberative Political Campaigns

Moctezuma et al. revealed that Deliberative Political Campaigns can increase

3. Efficiency of Young Voters

As stated by (Noordin et al., 2010) Young Generation has a voice to influence

specific candidate based on their Backgrounds, Political stands, Profile and

the issues that the society is facing.

In conclusion, this Review Related Literature shows the Importance of the

readers to broaden their knowledge.

SYNTHESIS OF THE REVIEW OF RELATED LITERATURE AND STUDIES