Abstract:
This study examines the role of Facebook campaign posts in influencing the political
socialization and voting behavior of Generation Z voters during the 2023 Sangguniang
Kabataan (SK) Elections in Las Piñas City, Philippines. The study employed semi-structured
interviews with 10 youth respondents from both districts of the city. Utilizing a qualitative
research design grounded in phenomenology, the study conducted semi-structured
interviews with ten youth voters aged 18–30 who actively engaged with Facebook during
the campaign period. Thematic analysis, following Braun and Clarke's (2006) framework,
was used to identify recurring patterns and insights. The results show that young voters'
political awareness, perceptions, and voting behavior were greatly impacted by Facebook
campaign posts, especially posters and videos. Political learning and involvement were
aided by campaign materials that highlighted candidate policies, community service
initiatives, and relatable causes. Facebook use promoted youth participation and
strengthened democratic values by facilitating both overt and covert types of political
socialization. Benoit's Functional Theory of Political Campaign Discourse demonstrated that
the most prevalent and successful tactic was praise, or positive self-promotion, although
assaults and defenses had a minor but significant impact on voter sentiment. Facebook
continues to change conventional routes of political socialization and is an effective
instrument for educating young people about politics and preparing them for local elections.
It emphasizes how important digital literacy and moral campaigning are to encouraging
young people to be educated and involved citizens.
