Presidential candidate's Facebook posts during the 2022 Philippine national election: A content analysis study

Abstract

The 2022 Philippine National Election witnessed a significant shift in political communications and campaigning strategies due to the utilization of Facebook. This study examines the impact of Facebook on the political communications of Bongbong Marcos and Leni Robredo during the election period. Through content analysis of posts from their official Facebook pages, this research explores the candidates' use of the platform, including the types of media employed, the prevalent themes, and the level of engagement through comments, shares, and reactions. The preliminary findings highlight that both candidates employed a combination of text and multimedia content to disseminate information, particularly during the peri-election period. Building upon these results, our future study aims to delve deeper into a larger sample of Facebook posts to identify key themes in digital content and develop guidelines for enhancing new voters' digital literacy, specifically in creating and communicating political content.