THE IMPACT OF SOCIAL MEDIA USAGE IN POLITICAL ADVERTISING

AMIDST THE PANDEMIC SITUATION

ITECH GROUP
Alo Jericho
Barba Jhun Leo
Delos Santos Mark
De Torres John Xavier
Silva Jezreel

Date of Submitted
 CHAPTER I
THE PROBLEM AND ITS BACKGROUND

A. Introduction 

The Global COVID-19 Pandemic is still ongoing, with no clear end in sight.
Simultaneously, the World has been battling the virus spread with various government
policies and regulations since March 2020. In addition, the Philippines are gearing up for
a presidential-parliamentary election, despite the ongoing health crisis. During Covid-19
outbreaks, Philippines societies must unquestionably have a large democratic party,
dubbed a "pandemic election." On May 9, 2022, there will be a presidential election.
During the COVID-19 outbreak under the state of emergency policy, all political parties
have found it challenging to conduct political coalition activities. This situation, in some
ways, will affect instability or voters for each political party to gain a parliamentary seat
and a presidential seat, similar to how this situation becomes a challenge during
pandemic circumstances. As a result, this study aims to describe the process of the
upcoming presidential and parliamentary elections. Furthermore, the role of social media
in the Philippine election in this pandemic situation, what a positive and negative aspect
of social media on the election, is and what is a possible solution to avoid the negative
aspects of social media during the conduct of national election activities.
These countries took various preventive measures to reduce the risk of voters and
election officials contracting COVID-19, a new coronavirus disease. However, planning
elections, which usually necessitates extensive person-to-person contact, is difficult
during a historic health crisis. Among other challenges, officials worldwide have
struggled to secure sufficient funding to implement safety precautions, expand mail-in
voting, and communicate changes to the public. As a result, some countries saw low
voter turnout, prompting citizens to question the legitimacy of the elections, while others
saw high turnout and few coronavirus cases associated with voting.
Given the numerous factors at play, it's difficult to say. However, experts believe
that other factors, such as broader reopening and easing of restrictions, may have
contributed to an increase in COVID-19 cases in a few countries in the weeks following
their elections. For example, following its election, Belarus saw widespread protests
increasing chances. In addition, Serbia, which experienced post-election protests, was
accused of underreporting COVID-19 cases before its elections. On the other hand, South
Korea has reported no new cases related to its April election, despite praise from
international health experts for its extensive precautions at polling places. The election
occurred amid a drop in coronavirus cases and nationwide coronavirus restrictions. In
addition, according to a CDC report, there was no increase in cases in Milwaukee after
the state's primary election in April. Likewise, a U.S.
One of the most serious concerns is that holding elections during a pandemic
could lower voter turnout. For example, suppose officials do not widely communicate
pandemic-related restrictions and electoral changes to the public. In addition, the
cancellation of in-person voter registration events may result in some communities not
being registered, particularly those without internet access.
Governments and politicians ignored mitigation measures during campaigning
and on Election Day despite imposing lockdowns, curfews, or bans on large public
gatherings. In the Philippines, a national disaster was declared in March and limited large
crowds to 100 people. However, since the beginning of the campaign trail in May, when
candidates submitted their nomination papers, the ruling and opposition parties have led
political rallies attended by thousands of supporters. Most of them did not wear face
masks or observe social distancing. As a result, infections accelerated during the electoral
period, and the number of COVID-19 cases had more than doubled within two weeks of
the new president's inauguration. Similarly, even though the National Independent
Electoral Commission prohibited public meetings of more than 50 people and only
allowed media campaigning, rallies continued unabated, largely unabated by security
forces. In addition, a sanitary cordon erected to restrict movement in the municipalities
most affected by the virus was lifted just before the election.
Despite medical officials' concerns, political rallies drew large crowds, and
elections were held while the government downplayed the full extent of infection in the
country. A similar approach can be seen in Tanzania, where President John Magufuli
dismissed health experts and discouraged face masks ahead of the early October
elections. In Guinea, infections increased to 579, including five deaths, less than a month
after contested parliamentary elections and a referendum extending the presidential term
limit. Furthermore, while election management bodies issued guidelines to educate voters
about the safe conduct of electoral activities and assured the population of preventive
measures on polling day, barrier and hygiene procedures were not rigorously and
systematically implemented in polling stations, particularly in Mali. However, due to a
lack of mass testing and data availability in Africa and the downplaying of the Pandemic,
we could not measure the exact impact or causality of electoral activities on the number
and rate of infections. In countries where elections were held, authorities used the
distraction provided by the global health emergency and the absence of observers to
increase political repression and limit candidacy. For example, Benin's opposition parties
were barred from running in local elections in March based on new electoral statute
criteria for fielding candidates.
The government withdrew access to the African Court for individuals and non-
governmental organizations after the court ordered the authorities to postpone the
elections until it decided on the complaint. The elections went ahead as planned.
However, several attacks have been reported across the country in the run-up to Burundi's
elections, including in the ruling party's stronghold of Bujumbura's Kamenge district.
Imbonerakure, the party's youth wing, kidnapped and killed Richard Havyarimana, the
opposition CNL party branch leader in Mwaro province, and carried out several attacks
on CNL party supporters. During the Pandemic, those without internet access suffered as
electoral campaigns, civic awareness, and sensitization moved online. Unfortunately,
there was also an increase in misinformation and disinformation during the Pandemic.
Fake electoral announcements were especially likely to mislead populations in the tense
political environments of many African countries. In Niger, for example, a phony social
media announcement claiming to be from the Electoral Commission announced the
suspension of biometric voter registration.

B. Statement of the Problem 

The proposed study sought to answer the following questions:

1. What are the positive and negative effects of the social media usage in
political advertising on the election during the covid-19 Pandemic? 
2. What is a possible solution to prevent the negative aspect of social media
during the implementation of the national elections' activities?
3. What is the impact of social media and the internet on online and offline
political campaign?
4. How do social media influence our political opinions or decisions?
5. What are the most effective social media platforms of politicians can use in
their campaign?

C. Objectives of the Study

Philippine parliamentary elections are set to take place in May 2022. However,
the COVID-19 outbreak hampered the implementation of the Philippine electoral
calendar in 2022, which included presidential, parliamentary, or local elections in over 25
countries, some of which were expected to be watershed moments in Philippines politics.
Here are some of the objectives of the study: 
1. To give awareness about the benefits of social media usage in political
advertising amidst the Pandemic. 
2. To determine the advantages and disadvantages of using social media in
political advertising. 
3. To understand the various perceptions of political participation, such as
discussions of controversial issues posted on multiple social media platforms.
4. To be aware of the most effective social media platform for a politician to
seek the opinion of their potential voters to become more effective in a
political campaign and adopt ideas to encourage citizens to vote for them. 
5. To know the most effective social media platform for campaigning.
 
        
D. Significance of the Study 
 
 The study entitled The Impact of Social Media Usage in Political Advertising
Amidst the Pandemic Situation would benefit the Politicians, Youth, Society, and Future
Researchers.
For the politician, this will help the running politicians to know the benefits of
social media like Facebook, Twitter, and other social media platforms, allowing them to
better reach out to their voters and engage them more directly in their campaigns.
For the voters, the study will give them the idea that social media has a valuable
and significant role in campaigning for politicians, especially during the pandemic
period.
For future researcher, the study results can be a basis or example for other
researchers' references for the future researchers. It will also give them an idea of the
impact of social media usage on political advertising amidst the pandemic situation.
For the researchers, their inquiry broadened their understanding and helped clarify
complex facts and figures for the researchers. Furthermore, solving their research
problem may provide fresh insights, terminology, and new knowledge.

E. Scope and Delimitation

 
The research aims to understand or know the significant relationship between
social media and political advertising. It will also discuss how politicians use the power
of social media in their campaigns. The proposed study will also determine the
advantages and disadvantages of using social media in political advertising. It will also
explain how social media will affect or what kind of social media platforms they can use
for their campaigns. Finally, it also gives awareness of social media and its effective
place for politicians to pursue the opinion of their potential voters to become more
effective in a political campaign during the COVID-19 crisis.
The researchers will conduct studies for running politicians and voters. Therefore,
this study is limited to running politicians and will no longer include seated politicians as
well as the unregistered voters and also include social media platforms to use of the
politicians in their campaigns like Facebook, Twitter, Tiktok, and YouTube and will no
longer have other types of Advertising Media such as Television Broadcasting, Radio
Advertising, Print Media, Newspaper Advertising, and Magazine Advertising.

F. Definition of Terms

Campaign. Campaign describes any group of actions that are done with an

ultimate purpose in mind. The goal of a political campaign is to put a candidate in
office.
COVID-19. A COVID-19 epidemic in a nursing home is announced when two or
more employees, residents, or visitors test positive within 14 days of each other.
 The cases must have been in close contact in the care home or any activity/travel
related to the care home, and they must have become infected somewhere else.
Canters for Disease Control. The Facilities for Disease Prevention and Control
works with partners to develop the knowledge, information, and tools that people
and communities need to protect their health through health promotion, disease
prevention, injury prevention, and disability prevention, as well as preparedness
for new health threats.
Election. An election is a formal collective decision-making process in which a
population chooses one or more people to hold public office.
Micro-Targeting. A micro-targeted audience receives a message tailored to one
or several specific characteristic(s). The political advertiser perceives this
characteristic as instrumental in making the audience member susceptible to that
tailored message.
Outbreak. Is a sudden increase in occurrences of a disease when cases are in.
Political Participation. Is any number of voluntary activities undertaken by the
public to influence public policy either directly or by affecting the selection of
persons who make those policies Though typically associated with voting in
elections, political participation includes activities such as working on political
campaigns, donating money to candidates or causes, contacting public
officials, petitioning, protesting, and working with other people on issues.
Preventive Meadure. Measures that are to be taken by operators at stage of
production, preparation and distribution in order to ensure the preservation
of biodiversity and soil quality, measures for the prevention and control of pests
and diseases, and measures that are to be taken to avoid negative effects on the
environment, animal health, and plant health.
Rallies. A mass meeting of people making a political protest or showing support
for a cause.
Restriction. The limitation or control of someone or something, or the state of
being limited or restricted.
State of Emergency. A state of emergency is a circumstance in which a
government is given the authority to enact measures that it would not normally be
allowed to act for the safety and protection of its citizens.

G. Acronyms 

3W's. Wear a mask, Wash your hands, Watch your distance

CDC. Centers for Disease Control and Prevention 
 CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDY

A. Related Literature
A literature review is a thorough summary of previous Research on a
particular topic. The literature review examines scholarly articles, books, and
other relevant sources to a specific study area. This prior Research should be
listed, described, summarized, evaluated, and clarified in the review. It should
provide a theoretical foundation for the research and assist you (the author) in
determining the scope of your investigation. The literature review acknowledges
previous researchers' work, assuring the reader that your work was well thought
out. It is assumed that the author has read, evaluated, and assimilated previous
work in the field of study by mentioning it. A literature review provides the reader
with a "landscape," allowing them to understand the field's developments.
Landscape informs the reader that the author has included all (or the vast majority
of) previous, significant works in the field in their research. Coffta(2010).

1. Foreign Literature
An article written by Valle-Cruz, D., Lopez-Chau, A., & Sandoval-
Almazan, R. (2021) entitled "How much do Twitter posts affect voters?
Analysis of the multi-emotional charge with affective computing in political
campaigns." states that the exploitation and understanding of data generated in
social media have mainly focused on unimodal sentiment analysis based on one-
dimensional sentiment analysis. Valle-Cruz, D., Lopez-Chau, A., & Sandoval-
Almazan, R. (2021) proposed an analysis of the emotional charge for the U.S.
presidential elections in 2020 based on a hybrid approach that combines practical
computing and classic statistical analysis. They analyzed the multi-emotional
control of candidates and voters and the potential relationship between the
candidates' emotions on the voters. Their research can determine the degree of
agreement between candidates and voters through this analysis. Future Research
is proposed for the area of affective computing in political campaigns.
(https://doi.org/10.1145/3463677.3463698)
An article written by Tham, J. C. (2021), entitled "How Might Digital
Campaigning Affect the Problems of Political Finance?"  states that the Digital
campaigning in the electoral context can be understood as digital media in
election campaigns. Included in the swirl of strategies are: campaigning through
the Internet using web pages, advertising, and search engine optimization; the use
of social media such as Facebook, Twitter, WhatsApp, TikTok, Snapchat, and
Instagram; mobile services, for example, SMS text messages; data tools; and
political campaigning software. Digital campaigning can also enhance popular
control of government and political equality. Tham, J. C. (2021) mentioned that
 Digital campaigning could become a tool for combating the corruption linked to
issues around political finance. Due to its accessibility and interactivity, digital
campaigning can also effectively campaign against corruption. Examples include
anti-corruption campaigns in Indonesia, such as the Corruption Eradication
Commission and the digital campaign against the former Malaysian Prime
Minister. Digital campaigning may also promote a more level playing field by
increasing accessibility or reducing cost barriers to meaningful political
participation in election contests. Digital campaigning can also level the playing
field in other ways. It can enable broader political participation through 'born
digital' organizations that have developed new ways of engaging in political
participation.
(https://www.idea.int/sites/default/files/publications/how-digital-campaigning-
affect-political-finance.pdf)

2. Local Literature
A news article published in "GMA News Online" entitled Twitter,
Comelec partner to promote healthy conversation during Eleksyon 2022.
The GMA News Online emphasizes that Social media giant Twitter has partnered
with the Commission on Elections (Comelec) to promote healthy discussion and
fight misinformation in the May 2022 national and local elections. The
partnership also aims to amplify voter education initiatives on the policy, product,
and collaboration front to protect the integrity of election-centric conversations on
Twitter and encourage healthy civic debate. "With a record-breaking 65.7 million
registered voters, the Philippines are expected to hold one of the largest elections
in Asia. During this most important time for us as a nation, collaboration between
governments, industry partners, and civic organizations is crucial to protect the
integrity of the elections. We are pleased to partner with Twitter to fight
misinformation and encourage voter participation," a press release from Twitter
quoted Comelec spokesperson James Jimenez said. To unite people around
election conversations on the platform, Twitter said it has launched a series of
customized emojis "that aim to be valuable visual links to aid the discoverability
of election-related discussions.
(https://www.msn.com/en-ph/news/technology/twitter-comelec-partner-to-
promote-healthy-conversation-during-eleksyon-2022/ar-AAVdfCq)

B. Related Studies
Studies review or study existing works carried out in your project/research
field. Can take related studies from journals, magazines, website links,
government reports, and other sources. Especially for Ph.D. candidate-related
work is an essential constraint since paving the path to the entire research process.
1. Foreign Studies
In a research conducted by Okumuşoğlu, Â. A. (2021)
entitled "Campaigning under Lockdown: Impact of New Media on Political
Campaigns during the COVID-19 Pandemic in 2020-21 with Case Studies of
Presidential Elections in Poland, USA, and Portugal" concludes that in many
ways, the shift toward new media platforms over traditional in many ways.
Whether increased digital ad spending compared to traditional campaign
advertising or the usage of new media as an alternative to conventional media for
communicating with the public, politicians and candidates across the Western
world have adopted new media channels for their communications. Seeing it more
as a central element of their communication rather than a complimentary
one (Lilleker & Vedel, The Internet in Campaigns and Elections, 2013) indicates
a shift towards accepting new media platforms as primary sources of
communication. New media still plays a supporting role in traditional media in
many countries (Schroeder, 2018). in the cases of Poland and mainly in Portugal,
wherein hypermedia campaigns, as envisioned by (Howard, 2006), work within a
hybrid media environment (Chadwick, 2013; Vaccari, 2010) are present, however
still not entirely accepted or practiced. New media instead plays the role of
extending and displacing functions of political communication (Gurevitch,
Coleman, & Blumler, 2009). While traditional media remain the 'key
battleground' (Lilleker, Tenscher, & Stetka, 2015) of persuasive political
communication and largely shape political reality (Gurevitch, Coleman, &
Blumler, 2009) in many countries. Case studies show that the relationship
between traditional media and new media has significantly evolved over the past
decade. Natural developments in new media technology, such as the widespread
use of intelligent technologies, wireless Internet as well as the increasing
affordability of these technologies, the fourth era of political
communication (Blumler, 2016; Magin, Podschuweit, & Habler, 2013;
Stromback, Âli Argun Okumuşoğlu 63 2008; Rommele & von Schneidmesser,
2016). as outlined by (Roemmele & Gibson, 2020; Lilleker & Vedel, The Internet
in Campaigns and Elections 2013) exemplifies how features of new media that
traditional media cannot offer, or limits, can provide new ways of communication.
A key component of new media within the fourth era of political communication,
bypassing traditional gatekeepers (Roemmele & Gibson, 2020; Tran, 2013;
Gurevitch, Coleman, & Blumler, 2009), allows communicators – particularly
politicians – to directly connect, interact and hold the attention of their publics.
Non-establishment and fringe politicians who benefit from features of new media.
Shift away from using new media to promote a campaign further, but as one that
offers features, traditional media cannot. Namely, controlled
interactivity (Freelon, 2017), community-building (Gibson, 2015), and
personalization (Lee & Oh, 2012; Kruikemeier, Noort, Vliegenthart, & Vreese,
2015) are increasingly becoming central to political campaigns over the past
decade. Campaigns utilize new media features such as micro-targeting and simple
content creation to engage their public more intimate, mediatized manner that
traditional media such as television or radio cannot provide. Another shift seen in
how political campaigns communicate with their audiences is an increased level
of authenticity (Roose, 2020) that platforms such as TikTok and Instagram
provide, allowing politicians to directly connect with and communicate to the
public from the cameras of their phones. Leading to an 'un-professionalization' of
political communication, inversely with the third era of political communication.
New media have become a dominant aspect of our mediated societies, and
political communicators are seeing the need for adapting to these circumstances,
as also argued by (Seymour-Ure, 1977). As cited in (Lilleker & Vedel, The
Internet in Campaigns and Elections, 2013) in how political communicators adapt
to dominant media of the time. The biggest macro-symptom of new media
communication models is the flow of information and agenda-setting (McCombs
& Shaw, 1972) practices which seem to be changing. Within the aforementioned
hybrid media system (Chadwick, 2013) exists the interactive and two-way
communication model brought forth by new media. The intertwined process
exists in a single 'flow of agenda' (Vowe & Henn, 2016) which can be seen
between traditional and contemporary media. The agendas of traditional media no
longer mark new media. Still, the two are involved in an intertwined, cross-
medium process in which the latter can impact the plan of the former just as well.
Noted as a reverse-flow agenda by (Vowe & Henn, 2016), this process shows
communicators using new media platforms to set the plan of traditional media.
Furthermore, the impact of the Internet on the public sphere, as argued by (Vedel,
2003), also denotes and ability of the public to impact the campaign agendas of
politicians, forming a similar reverse-flow of plan in contrast with traditional
agenda-settingtheories.
(https://elearning.unyp.cz/pluginfile.php/58141/mod_data/content/8162/
Okumusoglu%2C%20Ali%20Argun%20%28519494%29%20-%20Bachelor
%20Thesis.pdf)
In a research conducted by Stromer-Galley, J., Rossini, P., Hemsley, J.,
Bolden, S. E., & McKernan, B. (2021) entitled "Political Messaging over
Time: A Comparison of U.S. Presidential Candidate Facebook Posts and
Tweets in 2016 and 2020" states that social media platforms have matured.
Political campaigns have normalized their use of those platforms. Stromer-Galley,
J., Rossini, P., Hemsley, J., Bolden, S. E., & McKernan, B. (2021) examined the
2016 and 2020 U.S. presidential campaign communication on Facebook and
Twitter. Their objective is to explore how the stages of the campaign cycle shape
political communication, the distinct and anti-normative communication style of
Donald Trump. They examined whether Donald Trump's communication is an
outlier relative to his competition in the primaries and the general election and
while a challenger in 2016 and an incumbent in 2020. The result suggested that
campaign messaging changes over the campaign stages, with candidates more
likely to advocate for themselves during the crowded primaries and engage in
high volumes of calls to action in the general election. Evidence suggests that the
global pandemic affected how campaigns used their social media accounts. Of
note, movements seem to heavily rely on Facebook for all types of strategic
communication, even as the academic community primarily analyzes Twitter. The
study results suggest that while scholarship offers, communication on digital
media is filled with attacks and outrage (Sobieraj & Berry, 2011). Political
candidates use their social media platforms to mobilize their supporters and tell
them and the public about their character and qualities more than attack their
opponents. (https://doi.org/10.1177/20563051211063465)
In a research conducted by Zaheer L. (2016) entitled “Public, but not too
public: political campaigns, media, and relationship marketing" implies that
Fast and easy access to information via new forms of media has transformed how
American election campaigns have been conducted. Campaigns have also been
affected by the marketing model of relationship marketing, which moves the
focus of the seller-buyer connection beyond a one-time purchase to a longer-term
set of interactions. In the context of a political campaign, relationship marketing
focuses on going beyond just asking for a vote in that election and instead focuses
on presenting the candidate as a person and seeking to develop an on-going
personal relationship between the candidate and potential voters that may
continue after the end of the campaign. Media are an essential component of
relationship marketing in election campaigns because they establish easily
accessible communication between candidates and voters. Zaheer L.
(2016) examined the impact of media on relationship marketing in a political
context by analyzing the 2012 Connecticut Senate campaign of Linda McMahon.
McMahon's campaign is a particularly appropriate site for this analysis because of
McMahon's association with World Wrestling Entertainment (WWE): a company
that has significant amounts of favourable and unfavourable information about it
online. The campaign attempted to present a positive personal image of McMahon
while downplaying or recasting the business experience that was her primary
source of credibility. Zaheer, L. (2016) analysis of campaign messages in
traditional and social media forms examines how the McMahon campaign
attempted to create a relationship between McMahon and potential voters while
controlling negative information about McMahon and the WWE.
(http://web.mit.edu/comm-forum/legacy/mit8/papers/Mcquarrie_Neilson.pdf)

2. Local Studies
 CHAPTER III

METHODS AND PROCEDURES

A. Research Method Used

The proponents used the descriptive research method for the implementation of
the study entitled “The Impact of Social Media Usage in Political Advertising Amidst the
Pandemic Situation”.
Descriptive research method is a study of status and is widely used in education,
nutrition, epidemiology, and the behavioral sciences. Its value is based on the premise
that problems can be solved and practices improved through observation, analysis, and
description. The most common descriptive research method is the survey, which includes
questionnaires, personal interviews, phone surveys, and normative
surveys. (https://link.springer.com/chapter/10.1007/978-1-4615-1401-5_12)
Descriptive research is a term used to describe many types of survey research that
are undertaken by marketing researchers to understand customer perceptions, judgments,
and intentions. Common types of descriptive research studies include buyer-behavior
studies, brand perception studies, customer segmentation studies, customer satisfaction
studies, lost-customer studies, advertising evaluation studies, and employee attitude and
satisfaction studies. We describe the key considerations that guide the design of a
descriptive study such as survey method (e.g., phone versus mail versus email), cost, and
data analysis technique. We also provide a brief overview of key analyses that can be
undertaken to gain insight from survey research.
(https://onlinelibrary.wiley.com/doi/abs/10.1002/9781444316568.wiem02002)

B. Locale of the Study

This study entitled “The Impact of Social Media Usage in Political Advertising
Amidst the Pandemic Situation” was conducted at Aplaya 1 Bongabong Oriental
Mindoro.

C. Respondents of the Study

We distributed 10 questionnaires to the running politician who is from the

residents of different Barangays of Bongabong, and 40 voters who are residents of
Aplaya 1 Bongabong Oriental Mindoro, for a total of 50 respondents.
D. Sample and Sampling Technique

In the implementation of the study, the questionnaires were distributed and

answered by a total of fifty (50) respondents. There are forty (40) voters who participated
in the study. There are ten (10) politicians who participated in the study.
The distribution of respondents as well as its corresponding percentage was shown in the
table below.
TABLE 1
Distribution of Respondents
Frequencies
Respondents
Number Percentage
Voters 40 80%
Politicians 10 20%
Total 50 100%

Convenience Sampling is defined as a method adopted by researchers where they

collect market research data from a conveniently available pool of respondents. It is the
most commonly used sampling technique as it’s incredibly prompt, uncomplicated, and
economical. In many cases, members are readily approachable to be a part of the sample.

Researchers use various sampling techniques in situations where there are large

populations. In most cases, testing the entire community is practically impossible because
they are not easy to reach. Researchers use convenience sampling in situations where
additional inputs are not necessary for the principal research. There are no criteria
required to be a part of this sample. Thus, it becomes incredibly simplified to include
elements in this sample. All components of the population are eligible and dependent on
the researcher’s proximity to get involved in the sample.

E. Research and Instruments Used

The main tools of data collection for this study were interview and questionnaires.
The interview and questionnaires was used for data collection because it offers
considerable advantages in the administration.
An interview is a research interview is useful for researchers to gather information
on a certain topic. You may interview a group of people, and you'll have a range of
choices to ask specific questions. Research interviews allow an interviewee to elaborate
on their responses to render a clear context to you. (https://wbze.de/hho )
A questionnaire is a research instrument that consists of a set of questions or other
types of prompts that aims to collect information from a respondent. A research
questionnaire is typically a mix of close-ended questions and open-ended questions.
(https://wbze.de/rt_)
F. Statistical Treatment of Data

Percentage is calculated by taking the frequency in the category divided by the

total number of participants and multiplying by 100%.

Percentage and frequency formula

n
P= × 100
t
Where:
P = Computed Percentage
n = Number of Respondents
t = Total number

The weighted mean is a type of mean that is calculated by multiplying the weight
(or probability) associated with a particular event or outcome with its associated
quantitative outcome and then summing all the products together.

The average or mean of the data set is defined as:

X=
∑ fx
n
Where:
X =computed weighted mean
f = frequency of the response
x = item scale
n = number of respondents
∑ = number of summation

The tables show as the descriptive interpretation of mean values used in this
study.

TABLE 2
Descriptive Interpretation of Mean Value
Mean Range of Mean Values Descriptive Interpretation
4 3.26 – 4.0 Strongly Agree
3 2.51 – 3.25 Agree
2 1.76 – 2.50 Disagree
1 1.0 – 1.75 Strongly Disagree
 CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION

A. Data Presentation

FIGURE 1
Data Presentation for Question # 1 - A

What is the positive effect of social media usage in political advertising

during the covid-19 Pandemic? 

50% 50%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 24 voters and 1 politician, a total of 25 or 50% of the
respondents choose Strongly Agree in option A, which says that it can improve social
engagement and support, which answers the question of what is the positive effect of social
media usage on political advertising during the pandemic. In comparison, for the remaining
16 voters and 9 politicians, 25 or 50% of the respondents answered Agree.
 FIGURE 2
Data Presentation for Question # 1 - B

What is the positive effect of social media usage in political advertising

during the covid-19 Pandemic? 

22%

78%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 31 voters and 8 politicians, a total of 39 or 78% of the
respondents, choose to Strongly Agree with option B, which says that it can easily
disseminate information; it answers the question of what is the positive effect of social
media usage in political advertising during the pandemic. In comparison, the remaining 9
voters and 2 politicians, 11, or 22% of the respondents answered Agree.
 FIGURE 3
Data Presentation for Question # 1 - C

What is the positive effect of social media usage in political advertising

during the covid-19 Pandemic? 

2%

26%
34%

38%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 17 voters, or 34% of the respondents, choose to Strongly
Agree. There are 17 voters and 2 politicians; a total of 19 or 38% of respondents
answered Agree with option C, which says that it can reach out to many people in just a
glance; it answers the question of what is the positive effect of social media usage in
political advertising during the pandemic. Of the remaining 5 voters and 8 politicians, 13,
or 26% of the respondents answered Disagree, and 1 or 2% of voters responded Strongly
Disagree.
 FIGURE 4
Data Presentation for Question # 1 - D

What is the positive effect of social media usage in political advertising

during the covid-19 Pandemic? 

2%

26%
34%

38%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 20 voters, or 40% of the respondents, choose to Strongly
Agree. There are 15 voters and 1 politician; a total of 16 or 32% of respondents answered
Agree with option D, which says that it can help in persuading voters through posting in
their news feeds; it answers the question of what is the positive effect of social media
usage in political advertising during the pandemic. Of the remaining 3 voters and 9
politicians, 11, or 22% of the respondents answered Disagree, and 2 or 4% of voters
responded Strongly Disagree.
B. Data Interpretation

TABLE 1
Data Interpretation for Question #1

Options for Question #1 Mean Value Descriptive Interpretation

a. Can improve social engagement and
3.90 Strongly Agree
support.
b. Can easily disseminate information. 3.78 Strongly Agree
c. Can reach out many people in just a
3.04 Agree
glance
d. Can help in persuading voters
3.04 Agree
through posting in their news feeds.

After the computation of the weighted mean, the respondents with a total mean of
3.90 strongly agreed that the positive effect of social media usage in political advertising
during the pandemic can improve social engagement and support. They also agreed that it
can easily disseminate information with 3.78 mean values, and some of them also agreed
can reach out to many people in just a glance with 3.04 mean values and the total means
of 3.04 shows that the respondents also agreed that it can help in persuading voters
through posting in their news feeds.
A. Data Presentation

FIGURE 1
Data Presentation for Question # 2 - A

What is the negative effect of social media usage in political advertising?

4%

18%

78%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 29 voters and 10 politicians, a total of 39 or 78% of the
respondents, choose to Strongly Agree. There are 9 voters or 18% of respondents
answered Agree with option A, which says that it can easily disseminate misinformation
and fake news; it answers the question of what is the negative effect of social media
usage in political advertising. The remaining 2 or 4% of voters responded Disagree.
 FIGURE 2
Data Presentation for Question # 2 - B

What is the negative effect of social media usage in political advertising?

4%

20%
32%

44%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 13 voters and 3 politicians, a total of 16 or 32% of the
respondents, choose to Strongly Agree. There are 20 voters and 2 politicians; a total of 22
or 44% of respondents answered Agree with option B, which says that it can widen fraud
and vote buying; it answers the question of what is the positive effect of social media
usage in political advertising during the pandemic. Of the remaining 5 voters and 5
politicians, 10, or 20% of the respondents answered Disagree, and 2 or 4% of voters
responded Strongly Disagree.

FIGURE 3
Data Presentation for Question # 2 - C
 What is the negative effect of social media usage in political advertis-
ing?

4%

18%

68%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 24 voters and 10 politicians, a total of 34 or 68% of the
respondents, choose to Strongly Agree. There are 9 voters or 18% of respondents
answered Agree with option C, which says that it can published personal information
without their consent; it answers the question of what is the negative effect of social
media usage in political advertising. The remaining 2 or 4% of voters responded
Disagree.

C. Data Interpretation

TABLE 1
Data Interpretation for Question #2

Options for Question #2 Mean Value Descriptive Interpretation

a. Can easily disseminate
3.94 Strongly Agree
misinformation and fake news.
b. Can widen fraud and vote
3.04 Agree
buying.
c. Can published personal
information without their 3.34 Strongly Agree
consent.
 After the computation of the weighted mean, the respondents with a total mean of
3.94 strongly agreed that the negative effect of social media usage in political advertising
can easily disseminate misinformation and fake news. They also agreed that it can widen
fraud and vote buying with 3.04 mean values, and the total means of 3.34 shows that the
respondents also strongly agreed that it can published personal information without their
consent.

B. Data Presentation

FIGURE 1
Data Presentation for Question # 3 - A

How social media campaign is more effective than a traditional

campaign?

14%

30%

56%

Strongly Agree Agree Disagree Strongly Disagree

 The figure shows that 15 voters or 30% of the respondents choose to Strongly
Agree. There are 20 voters and 8 politicians, a total of 28 or 56% of respondents
answered Agree with option A, which says that it is easy to present their platforms and
express themselves efficiently to their voters; it answers the question of how social media
campaign is more effective than a traditional campaign . The remaining 5 from voters and 2
politicians, a total 7 or 14% responded Disagree.

FIGURE 2
Data Presentation for Question # 3 - B

How social media campaign is more effective than a traditional

campaign?

6%

24%

70%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 25 voters and 10 politicians, a total of 35 or 70% of the
respondents choose to Strongly Agree. There are 12 from voters or 24% of respondents
answered Agree with option B, which says that it is simple to run campaign using news
feeds/live streams.; it answers the question of how social media campaign is more effective
than a traditional campaign. The remaining 3 or 6% of voters responded Disagree.
 FIGURE 3
Data Presentation for Question # 3 - C

How social media campaign is more effective than a traditional

campaign?

4%
12%

42%

42%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 21 from voters or 42% of the respondents choose to
Strongly Agree. There are 14 from voters and 7 politicians; a total of 21 or 42% of
respondents answered Agree with option C, which says that it is more convenient and
doesn't require more time and effort; it answers the question of how social media campaign
is more effective than a traditional campaign . Of the remaining 3 from voters and 3 from
politicians as well, a total of 6 or 12% of the respondents answered Disagree, and 2 or 4%
of voters responded Strongly Disagree.

D. Data Interpretation

TABLE 1
Data Interpretation for Question #3

Options for Question #3 Mean Value Descriptive Interpretation

a. It is easy to present their
platforms and express
3.16 Agree
themselves efficiently to their
voters.
b. It is simple to run campaign
3.64 Strongly Agree
using news feeds/live streams.
 c. It is more convenient and
doesn't require more time and 3.22 Agree
effort.

After the computation of the weighted mean, the respondents with a total mean of
3.16 agreed in option A that is easy to present their platforms and express themselves
efficiently to their voters. They also strongly agreed that it is simple to run campaign
using news feeds/live streams with 3.64 mean values, and the total means of 3.22 shows
that the respondents also agreed in the option C that is more convenient and doesn't
require more time and effort.
C. Data Presentation

FIGURE 1
Data Presentation for Question # 4 - A

What is the possible solution to prevent the negative effects of social

media during the implementation of the national elections’ activities?

20%

80%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 31 voters and 9 politicians, a total of 40 or 80% of the
respondents choose Strongly Agree in option A, which is Avoid reposting false
information, this answers the question of the possible solution to prevent the negative
effects of social media during the implementation of the national elections’ activities. In
comparison, for the remaining 9 voters and 1 politician, 10 or 20% of the respondents
answered Agree.

FIGURE 2
Data Presentation for Question # 4 - B
 What is the possible solution to prevent the negative effects of social
media during the implementation of the national elections’ activi-
ties?

20%

80%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 30 voters and 8 politicians, a total of 38 or 80% of the
respondents choose Strongly Agree in option B, which is Avoid commenting harsh
words; this answers the question of the possible solution to prevent the negative effects of
social media during the implementation of the national elections’ activities. In
comparison, for the remaining 7 voters and 2 politicians, a total of 9 or 20% of the
respondents answered Agree.

FIGURE 3
Data Presentation for Question # 4 - C
 What is the possible solution to prevent the negative effects of social
media during the implementation of the national elections’ activi-
ties?

20%

80%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 32 voters and 8 politicians, a total of 40 or 80% of the
respondents choose Strongly Agree in option C, which is Avoid posting information
about others without their consent; this answers the question of the possible solution to
prevent the negative effects of social media during the implementation of the national
elections’ activities. In comparison, for the remaining 8 voters and 2 politicians, a total of
10 or 20% of the respondents answered Agree.

E. Data Interpretation

TABLE 1
Data Interpretation for Question #4

Options for Question #4 Mean Value Descriptive Interpretation

a. Avoid reposting false
3.80 Strongly Agree
information.
b. Avoid commenting harsh
Strongly Agree
words.
c. Avoid posting information
3.80 Strongly Agree
about others without their consent.
 After the computation of the weighted mean, the respondents with a total mean of
3.80 agreed in option A that Avoid reposting false information. They also strongly agreed
that it is simple to run campaign using news feeds/live streams with 3.64 mean values,
and the total means of 3.10 shows that the respondents also agreed in the option C that is
avoid posting information about others without their consent.

D. Data Presentation
FIGURE 1
Data Presentation for Question # 5 - A

What is the impact of social media and the Internet in an online and off-
line political campaign?

10%
20%

70%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 10 voters or 20% of the respondents choose to Strongly
Agree. There are 25 voters and 10 politicians, a total of 35 or 70% of respondents
 answered Agree with option A, which says that with minimal effort, you can reach an
infinite number of voters; it answers the question of what is the impact of social
media and the Internet in an online and offline political campaign. The remaining 5 or
10% of voters responded Disagree.

FIGURE 2
Data Presentation for Question # 5 -B

What is the impact of social media and the Internet in an online

and offline political campaign?

4%
18%

30%

48%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 9 voters or 18% of the respondents choose to Strongly
Agree. There are 22 voters and 2 politicians; a total of 24 or 48% of respondents
answered Agree with option B, which says that it has the potential to gain a large number

of supporters; it answers the question what is the impact of social media and the Internet in
an online and offline political campaign . Of the remaining 7 voters and 8 politicians, a total
of 15, or 30% of the respondents answered Disagree, and 2 or 4% of voters responded
Strongly Disagree.
 FIGURE 3
Data Presentation for Question # 5 - C

What is the impact of social media and the Internet in an online

and offline political campaign?

14%

26%

60%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 7 voters or 14% of the respondents choose to Strongly
Agree. There are 24 voters and 6 politicians, a total of 30 or 60% of respondents
answered Agree with option C, which says that can engage voters in a discussion
about topics of interest; it answers the question of what is the impact of social media
and the Internet in an online and offline political campaign. The remaining 9 voters
and 4 politicians, a total of 13 or 26% responded Disagree.

F. Data Interpretation

TABLE 1
Data Interpretation for Question #5

Options for Question #5 Mean Value Descriptive Interpretation

a. With minimal effort, you can

reach an infinite number of 3.10 Agree
voters.
 b. It has the potential to gain a 3.10 Agree
large number of supporters.
c. Engage voters in a discussion 2.28 Disagree
about topics of interest.

After the computation of the weighted mean, the respondents with a total mean of
3.10 agreed in option A- With minimal effort, you can reach an infinite number of voters.
They also agreed that it has the potential to gain a large number of supporters with 3.10
mean values, and the total means of 2.28 shows that the respondents is disagreed in the
option C which can engage voters in a discussion about topics of interest.

E. Data Presentation

FIGURE 1
Data Presentation for Question # 6 - A
 Which do you think is the most effective social media platform for
political campaign?

2%
12%

86%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 33 voters and 10 politicians, a total of 45 or 86% of the
respondents choose to Strongly Agree. There are 6 or 12% of respondents answered
Agree with option A, which says that most effective social media platform for political

campaign is the Facebook; it answers the question Which do you think is the most effective
social media platform for political campaign . The remaining 1 voter or 2% responded
Disagree.

FIGURE 2
Data Presentation for Question # 6 - B
 Which do you think is the most effective social media platform for
political campaign?

10% 14%

32%
44%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 7 voters or 14% of the respondents choose to Strongly
Agree. There are 15 voters and 1 politician or 32% of respondents answered Agree with
option B. There are 13 voters and 9 politicians, a total of 22 or 44% answered Disagree.
The remaining 5 voters or 10% responded Strongly Disagree.

FIGURE 3
Data Presentation for Question # 6 - C
 Which do you think is the most effective social media platform for
political campaign?

12%
22%

24%

42%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 6 voters or 12% of the respondents choose to Strongly
Agree. There are 12 voters or 24% of respondents answered Agree with option C. There
are 16 voters and 5 politicians, a total of 21 or 42% answered Disagree. The remaining 6
voters and 5 politicians, a total of 11 or 22% responded Strongly Disagree.

FIGURE 4
 Data Presentation for Question # 6 - D

Which do you think is the most effective social media platform for
political campaign?

12%

2%

16%

70%

Strongly Agree Agree Disagree Strongly Disagree

The figure shows that 6 voters or 12% of the respondents choose to Strongly
Agree. There are 1 voter or 2% of respondents answered Agree with option D. There are
8 voters or 16% answered Disagree. The remaining 25 voters and 10 politicians, a total of
35 or 70% responded Strongly Disagree.

G. Data Interpretation

TABLE 1
Data Interpretation for Question #6

Options for Question #6 Mean Value Descriptive Interpretation

a. Facebook 3.84 Strongly Agree

b. Twitter 2.50 Disagree

c. YouTube 2.26 Disagree

 d. Tiktok 1.56 Strongly Disagree

After the computation of the weighted mean, the respondents with a total mean of
3.84 strongly agreed in option A which is Facebook is the most effective social media
platform for political campaign. They also disagreed that the twitter is effective for
campaign with 3.10 mean values, and they also disagreed that the Youtube is effective
with 2.26 mean values and the total means of 1.56 shows that the respondents is strongly
disagreed in the option D which is the Tiktok.