Abstract
The 2022 Philippines presidential election has been among the most divisive and digitally active in the country's electoral history. Numerous political messaging strategies have been used to create a compelling and persuasive message to engage the electorate. This study contributes to the growing global literature on message and platform studies focusing on political message strategies and transmedia. This research utilized qualitative content analysis and in-depth interviews to compare the political message strategies of Ferdinand "Bongbong" Marcos Jr. and Leni Robredo. The study evaluated the campaign materials such as multimedia, artworks, and speeches throughout the campaign period. It also explored the use of transmedia storytelling to connect narratives across platforms. The study found that political message framing in Philippine elections revolves around the themes of patriotism, unity, compassion, post-pandemic response, and hope for a better nation. Electoral campaigns are now carried out heavily on social media, efficiently engaging the public. However, traditional political tactics still perform because they can persuade a specific demographic. Transmedia storytelling is a potent tool for communicating political messages to the voting public. Moreover, this comparative analysis further concludes that while both candidates utilized a theme of "pagkakaisa" or "unity," how the message was delivered decided whether it would bring voters together or drive them apart.
Author Information
Rayns Keneth Ampon, King Mongkut University of Technology, Thailand
Jessada Salathong, Chulalongkorn University, Thailand
Paper Information
Conference: MediAsia2024
Stream: Political Communication and Satire
This paper is part of the MediAsia2024 Conference Proceedings (View)
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To cite this article:
Ampon R., & Salathong J. (2024) Comparative Analysis of the Political Message Strategies and Transmedia Storytelling Techniques in the 2022 Philippine Presidential Elections ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2024: Official Conference Proceedings (pp. 259-271) https://doi.org/10.22492/issn.2186-5906.2024.22
To link to this article: https://doi.org/10.22492/issn.2186-5906.2024.22
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