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
Torate Jude

April 18, 2022

 CHAPTER 1
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