FINALMAY13

IMPACT OF MEDIA-BASED CAMPAIGNS ON POLITICAL PREFERENCES
AMONG REGISTERED VOTERS IN MALAYBALAY CITY
CHELSEA L. ASIÑERO
ELIE ROSE JOY C. FUENTES
ELJANE C. FUENTES
MAY 2022
i
IMPACT OF MEDIA-BASED CAMPAIGNS ON POLITICAL PREFERENCES

AMONG REGISTERED VOTERS IN MALAYBALAY CITY
Chelsea L. Asiñero
Elie Rose Joy C. Fuentes
Eljane C. Fuentes
Submitted in fulfillment of the requirements for the degree
Bachelor of Science in Development Communication
Bukidnon State University
College of Arts and Sciences
Malaybalay City
May 2022
ii
BUKIDNON STATE UNIVERSITY

Malaybalay City, Bukidnon 8700
Tel (088) 813-5661 to 5663; TeleFax (088) 813-2717, www.buksu.edu.ph
COLLEGE OF ARTS AND SCIENCES
Undergraduate Program
Certification
This is to certify that this thesis contains no materials which had been
accepted for the award of any higher degree in any tertiary institution and that to the
best of the candidates’ knowledge and beliefs. This thesis contains no material
previously published or written by another person, except when due reference is
made on the text.
CHELSEA L. ASIÑERO
ELIE ROSE JOY C. FUENTES
ELJANE C. FUENTES
iii

Tel (088) 813-5661 to 5663; TeleFax (088) 813-2717, www.buksu.edu.ph
COLLEGE OF ARTS AND SCIENCES
Undergraduate Program
Approval Sheet
The thesis entitled “IMPACT OF MEDIA-BASED CAMPAIGNS ON
POLITICAL PREFERENCES AMONG REGISTERED VOTERS IN MALAYBALAY
CITY” prepared and submitted by CHELSEA L. ASIÑERO, ELIE ROSE JOY C.
FUENTES, ELJANE C. FUENTES, in partial fulfillment of the requirements for the
degree of Bachelor of Science in Development Communication in the College of Arts
and Sciences, Bukidnon State University, City of Malaybalay, is hereby accepted.
Nova Thirdy E. Agravante

Adviser and Chairman
Undergraduate Advisory Committee
_____________
Date Signed
Maria Efrelij J. Cuadra Astred Jill E. Agravante

Member, UAC Member, UAC
_____________ _____________
Date Signed Date Signed
Accepted as partial fulfillment of the requirements for the degree of Bachelor
of Science in Development Communication.
MARIBEL G. VALDEZ, Ph.D.

Dean, College of Arts and Sciences
Bukidnon State University
iv
ACKNOWLEDGEMENT
We are deeply honored to have been mentored by instructors who are experts in their field of
interest. To mention, Ms. Nova Thirdy E. Agravante our research adviser Ms. Maria Efrelij J.
Cuadra, our DC4 instructor and the Development Communication Chairperson, Ms. Astred
Jill E. Agravante and Mr. Geriel Layocan, our instructors. Thank you so much!
To our family, whose wholehearted support and constant encouragement kept us going.
Our friends, who believed in each other’s capacity and ability to succeed.
Foremost, we owe all of these to our loving God, the source of wisdom, guidance, and strength.
v
Table of Contents
Page
TITLE PAGE i
CERTIFICATION ii
APPROVAL SHEET iii
ACKNOWLEDGMENT iv
TABLE OF CONTENTS v
LIST OF TABLES vii
LIST OF FIGURES viii
LIST OF APPENDICES ix
ABSTRACT x
CHAPTER 1. THE PROBLEM
Introduction 1
Objectives of the Study 3
Theoretical and Conceptual Framework 3
Hypothesis 5
Significance of the Study 7
Delimitation of the Study 8
Definition of Terms 9
CHAPTER 2. REVIEW OF RELATED LITERATURE
The Effects of Political Campaigns towards Voters’ 11

Preferences
Television Media vs. New Media 11
The Importance of Elections 13

Factors affecting the impact of media-based campaigns 13
Priming and Cultivating Theory 14

CHAPTER 3. METHODOLOGY
Locale of the Study 16

Research Design 16
Respondents and Sampling Procedure 16

vi
Instrument 17
Data Gathering Procedure 17
Data Analysis 18
CHAPTER 4. PRESENTATION, ANALYSIS AND
INTERPRETATION OF DATA
Respondents’ Exposure to Media-based Campaigns 19
Respondents’ Perceived Effectiveness of Media 28
Influence of Media Campaigns Towards Political 32

Preferences
Hypothesis Testing 34
CHAPTER 5. SUMMARY, CONCLUSIONS AND

RECOMMENDATIONS
Summary 45
Conclusions 46
Recommendations 47
References 49
Appendices 54
vii
LIST OF TABLES
Table Title Page
Chapter 3
1.1 Criteria for Evaluating the Influence of 16

Campaigns
Chapter 4
2.1 Television Viewing Frequency 19

2.2 Frequencies of Television-based Campaign 20
Encounter
2.3 Radio Listening Frequency 22
2.4 Frequencies of Radio -based Campaign 23
Encounter
2.5 Printed Material Reading Frequency 24
2.6 Frequencies of Printed Material-based 25
Campaign Encounter
2.7 Social Networking Sites Surfing Frequency 26
2.8 Frequencies of Social Networking Sites-based 27
Campaign Encounter
3.1 Criteria of Evaluating the Influence of 32
Campaigns
3.2 Influence of Political Campaigns towards 32
Political Preferences
4.1 Hypothesis Testing Results 34
4.2 Hypothesis 1 Spearman’s Rho 35
viii
LIST OF FIGURES
Figure Title Page
Chapter 1
1 Conceptualized Relationship among Variables 4
Chapter 4
2.1 Television Accessibility 19
2.2 Exposure to Television-based Campaigns 20
2.3 Radio Accessibility 21
2.4 Exposure to Radio-based Campaigns 22
2.5 Printed Material Accessibility 23
2.6 Exposure to Printed Material-based Campaigns 24
2.7 Social Networking Sites Accessibility 25
2.8 Exposure to Social Networking-based 27

Campaigns
3.1 Perceived Effectiveness 28
of Television in Political Campaigns
of Radio in Political Campaigns
of Printed Materials in Political Campaigns
3.4 Perceived Effectiveness of Social Networking 31
Sites in Political Campaigns
ix
LIST OF APPENDICES
Appendix Title Page
A Voluntary Informed Consent 55
B Survey Questionnaire 56
C Certification for Grammarly and Plagiarism 61

Test
x
Abstract
ASIÑERO, CHELSEA LAHAYON; FUENTES, ELIE ROSE JOY CUBOL; FUENTES,

ELJANE CUBOL. Bukidnon State University. May 2022. Impact of Media-based
Campaigns on Political Preferences among Registered Voters in Malaybalay City
Adviser: Ms. Nova Thirdy E. Agravante
The study determined the impact of media-based campaigns on political preferences
among registered voters in Malaybalay City. In context, the study explored to answer
the following aspects of the problem: (1) to assess the respondents' exposure to
media-based campaigns; (2) to determine which media platforms are most effective
for the voters; (3) To examine the level of influence of media campaigns on voter's
preference during the election period; and (4) to determine the relationship between
respondents' media exposure and their influence towards media-based campaigns.
The research data were collected from 73 active voters' in Malaybalay City through
survey questionnaires via google forms. The JAMOVI application was used to
analyze the data in descriptive statistics, frequencies, percentages, and mean scores
to analyze the respondents' exposure to media-based campaigns and the
effectiveness of the specified platforms. Respondents marked Social Networking
Sites as the most times they have encountered a political campaign; television ranked
second, then radio, and lastly, printed materials. Television and Social Networking
Sites were perceived to be effective, and Radio and Printed Materials were perceived
as neither effective or ineffective. Regarding influencing political preferences, Radio-
based and Printed Material-based campaigns were deemed significant.

xi
Keywords: Influence of Media-based Campaigns, Registered Voters, Exposure to
Media Platforms
1
Chapter 1
The Problem
Introduction
Filipinos, who registered voters, will again practice the right to suffrage. Granted by
the Commission on Elections in Resolution No. 10695, the national elections shall be
scheduled for May 9, 2022. As the event is fast approaching, it is expected that as
early as now, we may see political advertisements and campaigns in every corner -
whether through interpersonal interventions or media-based communications.
As per the released calendar of activities connected to the May 9, 2022, national and
local elections, the campaign period for national positions starts on February 8, 2022,
and ends on May 7, 2022. However, with the pandemic situation, political caravans
and public campaigns or rallies of politicians have significant restrictions. Thus,
aspiring public officials adapting to the new normal would lean forward to media-
based communications.
The nature of traditional and new media has been observed as the opposite.
Speaking of traditional media such as radio, television, and printed materials, a non-
interactive platform in nature has been proven to be much more successful in
persuading people to support a political candidate. For example, actors/actresses or
famous personalities that run for a national position have mostly been triumphant
due to their mass appeal. Popularity due to media privilege has allowed them to gain
political support. On the other hand, new media such as social media networks,
email, and virtual and augmented reality encourage a highly interactive nature. It
can allow discourse among citizens, and enabling them to express their political
stand slowly affects the public mood on politics (Pertierra, 2012).
Though media utilization in information dissemination can be convenient and
inexpensive for the candidates, it has downsides. Some media-based campaigns use
2
trolls to spread misinformation and disinformation and attack their political rivals.
These so-called trolls can control and influence engagements through media. Political
parties may be victims of negative information and even false advertisements that
may affect their reputation and the results of the elections.
In Gary Jacobson's, How Do Campaigns Matter? It emphasized that campaigns
increase voters' awareness. By providing information and making connections,
campaigns can influence voters' choices. Awareness plays a crucial role in voters'
preference because there is a growing hesitation in voting for someone they do not
recognize. Awareness that springs from campaigns also acts as a precondition for
supplementary information. He further set out examples of the effects of campaigns:
1) Voters learn information and issues about candidates that are relevant to their
preference; 2) Campaigns determine whether the candidates' qualifications, traits
and competencies are significant; and 3) Campaigns expose the stand of the
candidates in crucial areas of nation-building. This highlights his/her existing
attitudes and beliefs and whether this is in line with the voter's preference. The 2018
study of The Impact of Advertising Campaigns on the Selection of Candidates for
Election indicated a significant impact of advertising activities on electing an
electoral candidate. It suggested that advertisements on television have a significant
impact, while street ads like posters, flyers, and tarpaulins have a weak impact.
Thus, the study to be conducted brings quantitative evidence to bear the results of
which media platform is most effective for the voters and the impact of these media-
based campaigns on political preferences in Malaybalay City.
Objectives of the study
Generally, this study aimed to determine the impact of the media-based campaigns
on the voters' preferences. Specifically, this study aimed to:

3
1. To assess the respondents’ exposure to media-based campaigns
2. To determine which media platform are most effective for the voters
3. To examine the level of influence of media campaigns on voter's preferences
during the election period
4. To determine the relationship between respondents' media exposure and their
influence on political preferences
Theoretical and Conceptual Framework
With its origin in the field of Psychology, Priming is placed in social cognition. It is
described as an occurrence where "mental constructs that have been activated in the
past (primes) remain temporarily accessible and applicable to the interpretation of
stimuli encountered at present (priming effect)."
As the definition of priming evolved, it also made its way towards politics, media,
and communication. Iyengar and Kinder, 1987, described media priming as the
influence of media in the evaluation criteria of a political candidate through featuring
and highlighting particular elements or issues while ignoring the others. By causing
a subject matter to be salient in an individual's perception using mass media, the
viewers' existing political consideration or belief of that material will be challenged.
Thus, generating a judgment about the issue concerned. Priming refers to ''changes
in the standards that people use to make political evaluations'' (Iyengar & Kinder,
1987)
In support, Cultivation Theory by George Gerbner is also explored. According to the
2015 book, All You Need to Know About Cultivation Theory by Eman Mosharafa,
television shapes an individual's perception. He stated, "The theory proposes that the
danger of television lies in its ability to shape not a particular viewpoint about one
specific issue but in its ability to shape people's moral values and general beliefs
4
about the world." He added that Gerber argues that exposure to television produces
incidental learning, called Cultivation.
The same book by Mosharafa further explained that cultivation theory represents the
impact of television, to a great extent, in manifesting our standards of values, such as
our ideologies, assumptions, beliefs, images, and perspectives. What the individuals
see on television develops into the basis of their interpretation of societal practices,
values, and standards, taking into account the level of exposure on television.
(Figure 1. Conceptualized Relationship among Variables)
Concerning the priming and cultivation processes, where an issue or information is
received through Media affects the judgment of an individual's preference. This
theory connects to our present study, which investigates the Impact of Media-based
Campaigns on Political Preference among Registered Voters in Malaybalay City.
As shown in our conceptual framework, the exposure to media-based campaigns
(independent variable), in both traditional and new media, leads to a contemplation
of the voters (dependent variable) towards their criteria of a Presidential Candidate.

5
However, pre-existing beliefs, values, or criteria are intervening factors that may
affect this relationship.
Hypothesis
Based on the objectives, the relationship between socio-demographic characteristics,
information exposure, and their influence on media-based campaigns are to be
examined in this study. It would answer whether these media-based campaigns have
an impact on political preferences
In specific, this would determine the following hypothesis:
Ho: There is no significant relationship between the respondent's Television
Viewing and the Influence of Political Campaigns on Political Preferences
H1: There is a significant relationship between the respondent's Television
H: There is no significant relationship between the respondent's Television-
based Campaign Exposure and the Influence of Political Campaigns on
H2: There is a significant relationship between the respondent's Television-
Ho: There is no significant relationship between the respondent's Radio
Listening and the Influence of Political Campaigns on Political Preferences
H3: There is a significant relationship between the respondent's Radio

6
Ho: There is no significant relationship between the respondent's radio-based
Campaigns Exposure and the Influence of Political Campaigns on Political
Preferences
H4: There is a significant relationship between the respondent's radio-based
Campaign Exposure and the Influence of Political Campaigns on Political
Preferences
Ho: There is no significant relationship between the respondent's Printed
Material Reading and the Influence of Political Campaigns on Political
Preferences
H5: There is a significant relationship between the respondent's Printed
Preferences
Material-based Campaign Exposure and the Influence of Political Campaigns
on Political Preferences
Ho: There is no significant relationship between the respondent's Social
Networking Sites Surfing and the Influence of Political Campaigns on
7
H7: There is a significant relationship between the respondent's Social
Networking Sites-based Campaign Exposure and the Influence of Political
Campaigns on Political Preferences
Significance of the Study
This study will provide information on which type of media-based election
campaigns are most effective for the registered voters in Malaybalay City. It will also
assess the voter's exposure to media-based campaigns and examine the level of
influence for the voter's preference. This study brings significance to the following:
1. The study serves as a reminder to voters and non-voters to be cautious of the
information they read or see and could prompt media users to fact-check data
before believing and sharing it.
2. As the study would provide data on media's effectiveness, campaign
managers, political or not, could understand the depth of campaigns and
advertisements specified in the locality of Malaybalay City. This would serve
as a basis for what media will serve most of its purpose.
3. This study could also contribute to Development Communication by
studying campaign materials and media effects. The result of the study could
8
aid researchers for future references and as resource material for those that
would study other parts of Bukidnon.
Delimitation of the Study
The study is limited to registered voters in the City of Malaybalay, Bukidnon. As
reported by Commission on Elections (COMELEC), 105 204 registered voters as of
May 2019. The city comprises 46 barangays, 51 percent are males, and 49 percent are
females. The study focuses on identifying and determining the impact of television,
radio, printed, and social media campaigns on voters' preferences in selecting a
Presidential Candidate only.

9
Definition of Terms
Election campaigns: Election campaigns are the measures that allow aspiring
political candidates to raise their cause and positions on specific issues to the voters
before elections (openelectiondata.net). In this study, election campaigns are the
politicians' means of communicating their agenda and presenting themselves in
media channels. We limit this study to television and social media-based campaigns
only.
Exposure: Exposure is experiencing or being affected by something.
(dictionary.cambridge.org/) This study directs exposure as coming across or
engaging with campaign propaganda and materials on television or social
networking sites.
Beliefs, Values, Criteria: A belief is an idea that a person holds true. This could be
based on certainties, probabilities, or matters of faith. Values are strong beliefs about
aspects of life that are considered important to an individual. These then emerge an
idea of how a person makes up his life. Thus, values are crucial for creating logical
and informed life decisions. (iaa.govt.nz). Criteria are the principles for evaluation or
testing something. (dictionary.com) In this study, beliefs, values, and criteria are all
directed toward politics - their beliefs of what should hold of a politician, the
standard of what is important for the voters, and their criteria for assessing key
issues posed by the aspiring political candidate.
Judgment: A judgment is a decision or opinion about someone or something that
people form after thinking carefully. In this case, the evaluation or critique of a voter
after coming in contact with a media-based campaign.
Troll: A troll is a person who intentionally antagonizes others online by posting
inflammatory, irrelevant, or offensive comments or other disruptive content

10
(Merriam-webster.com). In this study, trolls are those we find using dummy
accounts on any social networking sites.
Media: Media is a medium of communication used to store, retrieve and deliver
information often labeled as a channel of messages, including digital and printed
information containing news, entertainment, arts, sports, educational content,
weather updates, and other forms of data. (techopedia.com/) In this study, Media is
the primary source of political information, such as politicians' campaign
propaganda.
Media Exposure: Media Exposure is defined as when the listeners or audiences
encounter a particular message visually. (pure.uva.nl/) In this study, media
exposure classifies people who are directly exposed to or involved or participate in
the material and campaign propaganda on social networking platforms and
television.
Media-based Campaigns: Media-based Campaigns are where the politicians appear
their campaign strategy, including paid advertising, theme songs, and stump speech
(digital logic.co). This study focuses solely on social networking sites, television,
print media, and radio campaigns to attract and decide voters' minds.
Political Preference: Political Preference is defined as a person’s inclination on a
specific standard on politics, which allows for them to choose an electoral candidate
over others. (Merriam-webster.com) This study directs the voters in selecting their
politicians.
Voters: Voters are defined as individuals of legal age who have the right to suffrage
during the election. (dictionary.cambridge.org) In this case, an individual aged 18
years old and above and registered to COMELEC is referred to as a voter.

11
Chapter 2
Review of Related Literature
The Effects of Political Campaigns on Voters' Preferences
In the study of Policy Deliberation and Voters Persuasion, the political strategy
might affect voters' voting behavior by the platform message, communication
strategy, politician traits towards the voters, and audience characteristics. Therefore,
to understand to what extent deliberations affect voting behavior, it needs to
manipulate the campaign's communication strategy.
The strategic decision is not just an exercise in the spirit of collective warfare; both
inputs and outputs of the campaign process can have consequences. The media
coverage reflects what attracts the viewer's judgment based on their interest in the
story and the attention of potential voters (Brady, Johnston, and Sides 2006).
Moreover, Party Preference in the Digital Age approaches the interface between the
coordination topics and agenda-setting/academic learning. Much more of the
research on the impact of campaign information on voting decisions deals with what
kind of information it is, for example, the position of a political party. Voters can
receive and process it. It focuses on two categories of actors: voters (demand) and
political parties/candidates (supply). Information is generated from the supply side
directly (through campaigns, platforms, and others.) or indirectly (through mass
media and social interaction with others) Etc.), and it is received, processed, or
processed by the voters' demand side.
Television Media Vs. New Media
In 2003, Bolls, Muehling, and Yoon studied the effects of television commercial
pacing on viewers’ attention and memory. They stated that fast-television
commercials could be relatively more effective at attracting unwanted viewers'

12
attention because they used in this survey elicited many more skin conductance
responses than the slow commercials. Since skin conductance responses index
viewers' excitement and their 'orientation responses' to advertising, the present study
provides evidence that fast ads (as opposed to slow ads) have the potential to
increase unwanted attention to television advertising.
Moreover, online platforms and their impact on video viewers can affect the user
comments on entertainment experiences and knowledge during political satire
consumption. Political satire is often consumed on online platforms (e.g., YouTube),
and the user's comments can strongly influence the effects of its consumption. They
suggested that the understanding of online media consumption affects viewers by
the social context in which the content have been presented. They also noted that
when the social context is presented, user feedback is an integral part of it. By
systematically manipulating the characteristics of this social context, we can learn
more about how viewers are affected by it when watching videos online (Moller &
Boukes, 2021).
In contrast, Salaudeen and Onyechi (2020) studied which type of Media is the most
effective influencer media exposure and information preference as correlates of
media credibility. Even though new media has taken a center level in the Nigerian
media sphere and is competing favorably with television media, conventional
information stores stay veritable information assets and facts for Nigerians. They
stated that participants highlighted owners' bias and shortage of press freedom as a
lapse in television media and the shortcomings of new media inaccuracy and
shortage of expert requirements. They also recommend the intervention of press
regulatory bodies and media duty structures to ensure excessive expert and ethical
requirements amongst mainstream newshounds and individuals of user-generated
content on new media.

13
The Importance of Elections
According to Indivisible, “Electoral Politics 101: Why elections and voting matter, an
election is one way people make an informed decision. They mentioned that
registered voters elect representatives to make policy in the future. Policymaking
distributes resources at every level and priority. Elections are one essential manner
we have chosen to create these selections. They confirm who is within the area once
necessary decisions are created. They guarantee our representatives understand
whom they will be compelled to answer to once they rank priorities and make robust
decisions.
The electoral system has a massive impact on the effectiveness of the broader
government and a degree of fragmentation or coherence. Menocal's (2011) electoral
system helps to alleviate, shaping the outcomes of public policy actions of political
actors and the formation of incentive structures. Either the politicians rely directly on
voters or parties for continuing careers. The critical factor in determining who they
feel and which they have elected. They also added what kind of resources the public
uses to connect with their resources and what incentives may exist for corruption
and election cheating.
Factors affecting the impact of media-based campaigns
According to Atkins and Rice, assessing audiences' demographic characteristics,
predisposition, personality traits, and social contexts puts a campaigner at a strategic
advantage. Accessibility and receptivity of the audience improve the appeal of the
message. They added that the campaign's effectiveness increases when the attributes
and abilities of the respondents are prioritized.

14
Similarly, What Makes a Successful Campaign, emphasized that exposure from
media platforms holds a different effect on the viewers. Social Media is appropriate
for granular targeting, while traditional Media is suitable when influencing the
masses. They also noted that people respond to messages directly, and the most
common targeting method is through demographics. Next is understanding and
identifying which medium is more valuable to the target audiences. The study had
set former US President Obama's political campaign back in 2008, where he
effectively used social media to his advantage. Constant monitoring of database and
user responses made it easier for his team to adjust their campaign strategies. Social
media's interactive nature maximized his reach because it empowered his supporters
to build their social networks to support him.
Moreover, in the book Campaigns Best Practices by GLAAD, 2008, did not only
argued that demographics influenced campaigns but also media exposure. It stressed
that before people can hear messages, it generally takes about three directions first.
They also introduced elements in generating a media plan, such as media mix, media
vehicles, and media schedule. When and how advertisements are run are many
things that needed to be considered. Repeated exposure is necessary for people to
remember the campaign’s purpose.
Priming and Cultivation Theory
Priming Theory was used in the evaluation of the 1980's Presidential Elections by
Gina Leigh Corell. The results of this study indicated that, separately, media
platforms have a unique influence on voters' preferences or opinions about an
aspiring president. Personal patterns in forming views that bring about change were
created by newspaper reading than television viewing. Furthermore, it concluded

15
that campaigns that cover a candidate's capabilities have a significant effect on the
voters than covering the issues they stand with or parties in which they belong.
Priming can even continue after the elections to build momentum for the winning
candidate.
Larry Bartels discusses that campaigns are significant, especially for potential voters,
because it brings light to their pre-existing political criteria. Campaign programs and
materials attach biases among voters because it triggers their political preferences.
He suggested that politicians intentionally attempt priming a specific issue or
attitude they possess to favor their victory in the elections.
Lee and Niederdeppe (2011) stated that cultivation theory and research was
criticized for ignoring fluctuations for genre-specific effects and using the
appropriate controls for the third variable to identify the cause of direction. Current
study, managing multiple demographic characteristics, Media usage variables found
exposure to local television (TV) news broadcasts. It is associated with various
problematic "real world" beliefs.
Moreover, the media images can contribute to our social reality by structuring our
perceptions on voting and giving them a framework of meaning. It may fit the
concept of Stenner Authoritarianism as a "propensity." Authoritarianism can be
"acquired" through the social learning but remains latent until "correct" conditions
emerge. Television is the source of this social learning and can be the basis for this
trend discussed by Morgan and Shanahan (2017).

16
Chapter 3
Methodology
Locale of the Study
The study was conducted in the capital city of Bukidnon, Malaybalay. It is an
agricultural region of the Philippines, with 984.38km2 (about 13% of Bukidnons total
area).
In the 2016 Presidential Elections, the total registered voters in Malaybalay City,
Bukidnon was 95 493; 51% were male, and 49% were female. However, in the 2019
National and Local Elections, there has been an increase of registered voters to 105,
204, and still comprises the same percentage for males and females. Despite the
number, only 85 901 voted in 2019. No data has been published by the Commission
on Elections for the upcoming 2022 elections.
Research Design
The study employs a quantitative correlational research design to measure
relationships between two or more variables and understand events, conditions, and
behaviors presented in the study. (SAGE Publications Inc., 2016)
Respondents and Sampling Procedure
The respondents of this study were residents in the City of Malaybalay, Bukidnon.
The participants in this study were chosen based on the criterion that they must be
registered voters of Malaybalay City, Bukidnon. Random Sampling Technique was

17
followed to determine the study's sample population, wherein each individual was
selected by chance. In the recent 2019 elections, 85 901 voted out of 105 204 registered
voters. Of this, 73 were randomly selected to serve as respondents of the study.
Instrument
This study used a survey questionnaire to question the impact of media-based
campaigns on political preferences among the registered voters in Malaybalay City.
The questionnaire was developed based on the study’s objectives and hypothesis.
The questionnaire consisted of three parts. The first part was about the respondents’
socio-demographic characteristics, including their age, sex, and educational
attainment. The second part dealt with the respondents’ exposure to media and the
effectiveness of the platforms, which can be answered by checking boxes that apply
to the respondents' experience. The last part of the questionnaire was about the
influence of campaigns on voters’ preferences. The respondents answered these
questions using the following 5-point Likert scale; 5- Strongly Agree, 4- Agree, 3-
Neutral, 2-Disagree, and 1- Strongly Disagree. The range of answers will then be
assessed through the table below.
Table 1.1 Criteria of Evaluating the Influence of Campaigns

Qualitative Description Value Range Qualifying Statement
Strongly Agree 5 4.21-5.00 The criterion is highly evident
Agree 4 3.41-4.20 The criterion is evident
Undecided 3 2.62-3.40 The criterion is neither evident
Disagree 2 1.81-2.60 The criterion is not evident
Strongly Disagree 1 1.00-1.80 The criterion is unmet
Data Gathering Procedure
This study determined the registered voters in Malaybalay City, Bukidnon, for the
impact of media-based campaigns on political preferences. Before conducting the

18
study, a voluntary informed consent was sent through the mobile application:
Messenger. After agreeing to sign the consent form, they were sent a google form
link to the questionnaires. The survey questionnaire served as our guide to meet the
study's objectives. Data were gathered by an online survey questionnaire via google
forms and were sent via communication platforms, Google Mail and Messenger.
Data Analysis
Descriptive Statistics, specifically frequencies and percentages, were utilized to
analyze the socio-demographic characteristics of the participants. For the
respondents' exposure to media-based campaigns and the effectiveness of the
specified platform, descriptive statistics such as mean, standard deviations, and
qualitative descriptions were used to describe the respondents' most effective media
platforms during the election period. On the other hand, Spearman's Rho Value was
used to examine the relationship between the respondent's self-reported media
exposure and their influence on political preferences. The data were encoded in
Microsoft Excel and analyzed through Jamovi.

19
Chapter 4
Presentation, Analysis and Interpretation of Data
Respondents’ Exposure to Media-based Campaigns
Television
As revealed in figure 2.1, a majority (82.2%) of the respondents favored watching
television, and a few (17.8 %) respondents were not able to television networks.
Table 2.1 Television Viewing Frequency

Levels Counts Percentage
Daily 15 20.55
4-6 times a week 11 15.07
1-2 times a month 9 12.33
20
No Exposure 13 17.81
Total 73 100
Table 2.1 shows that 25 respondents (34.25 %) used television at least 1-3 times a
week, followed by a tally of 15 (20.55 %) the respondents who used television daily.
Next to this is 13 (17.81%) respondents who answered never exposed to television,
closely followed by four to six times a week garnered by 11 (15.07%) respondents
and 9 (12.33%) respondents who answered once or twice a month exposed to
television. As for the Television program they watched, 48 respondents responded
'News,' which is the usual watched program. Soap Opera was ranked second among
the respondent's usual watched programs on television, with 22 responses. Most
answers were geared towards using television as a source of entertainment.
Figure 2.2 The results showed that most respondents encountered television
campaigns, with 53 responses (72.6%), and 20 (27.4%) respondents answered no
exposure to television.
21
Table 2.2 Frequencies of Television-based Campaign Encounter

More than 10 ads per day 13 17.81
7-9 ads per day 6 8.22
4-6 ads per day 21 28.88
1-3 ads per day 13 17.81
Never Exposed 20 27.40
Total 73 100
Table 2.2 showed that 21 (28.8%) respondents encountered a political campaign on
television with about 4-6 advertisements per day. 20 (27.40%) respondents answered
that they had never encountered a political campaign on television, while 13 (20.5%)
respondents encountered more than ten advertisements per day. About 1-3 ads per
day, and 6 (8.2%) respondents encountered a political campaign on television about
7-9 advertisements per day. The respondents encountered television campaigns on
the platforms of each candidate, their political agendas, their programs, the qualities
of the aspirant candidate, the policies of the candidate, the global news, and
economic campaigns. Each advertisement contained promotional campaigns,
political advertising, and endorsing a particular candidate.

22
Radio
The study results showed that the respondents listened to the radio for their voting
preference, with 47 responses (64.4%) and 26 (35.65%) respondents who did not
listen to the radio. It indicated that active voters used radio as one of their sources of
information on politics and elections.
Table 2.3 Radio Listening Frequency

Daily 10 13.70
Total 73 100
23
Table 2.3 showed that most 26 (35.62%) respondents had no exposure to listening to
a radio. It followed 19 (26.03%) respondents that listened to the radio about 1-3 times
a week, both ten (13.70%) respondents who listened to the radio every day and once
or twice a month listened to the radio and 8 (10.96%) respondents who listened to
radio about 4-6 times a week.
Figure 2.4 showed an almost draw on the results. More than half (50.7 %) of the
respondents have listened to or have heard information about political campaigns on
their chosen radio station. On the other hand, 49.3% have not been exposed to
political campaigns on radio.
Table 2.4 Frequencies of Radio-based Campaign Encounter

4-6 ads per day 13 17.81
1-3 ads per day 11 15.07
Total 73 100
24
The table showed respondents’ frequency of exposure to radio campaigns. 49.32% of
the respondents had not listened to any political campaigns on the radio.13 (17.8%)
respondents who listened to the radio on political campaigns were on about 4-6
advertisements per day, and 11 (15.07%) respondents who encountered a political
campaign on the radio about 1-3 ads per day. 9 (12.33%) respondents and more than
ten advertisements per day, and 4 (5.48%) respondents listened to about 7-9 ads per
day on the radio.
Printed Material
The table shown above that more than half (57.4 %) of the respondents did not read
any printed material such as magazines, newspapers, and brochures. In contrast, less
than half (42.5 %) of voters have used and read some printed materials.
Table 2.5 Printed Material Reading Frequency

Daily 4 5.48
25
Total 73 100
The table showed the respondents’ frequency of printed material. As revealed in the
table, most (57.53%) of the respondents do not have or even read any printed
material. Some respondents answered that they read any printed materials. There are
14 (19.18%) respondents who had read printed materials once or twice a month, 9
(16.4%) respondents read 1-3 times a week, and both 4 (5.48%) respondents read 4-6
times a week, and every day on printed materials.
As shown in the table, 63.0% of the respondents have not read information about any
political campaign on printed materials, and 27 respondents agreed that they saw
and read political campaign information.
Table 2.6 Frequencies of Printed Material-based Campaign Encounter

26

4-6 ads per day 9 12.33
1-3 ads per day 12 16.44
Total 73 100
The above table presented that more than half (63.01 %) of the respondents never
encountered a political campaign on printed materials. Some respondents
encountered a political campaign on printed materials. Followed by 12 (16.44%)
respondents who said they encountered about 1-3 ads per day, and 9 (12.33%)
respondents answered that they encountered a political campaign with about 4-6 ads
per day. Lastly, 3 (4.11) respondents encountered about 7-9 ads per day and more
than ten advertisements on printed materials. The responses regarding the type of
political information they encountered were the candidate's projects and platforms
and their qualities. History and current events were also being read by those who
answered yes.
Social Networking Sites

27
As shown in figure 2.7, 68 out of 73 respondents usually browsed social networking
sites. On the other hand, five (6.8 %) of the respondents did not access social media
platforms. This implied that voters were more active in modern technology usage, as
noticed in the previous results.
Table 2.7 Social Networking Sites Surfing Frequency

Daily 58 79.45
No Exposure 5 6.85
Total 73 100
It can be gleaned from the table above that the respondents revealed that surfing
daily on social networking sites is 79.45% out of 100%. Moreover, 7 (9.59%)
respondents acknowledged that they have been browsing social networking sites
about 4-6 times a week, and 5 (6.85%) respondents have never been exposed to
browsing on any social networking sites. Finally, 2 (2.74%) respondents answered 1-3
times a week of surfing/browsing, and 1 (1.37%) respondent exposed surfing once or
twice a month on social networking sites. The respondents usually browse Facebook,
YouTube, and Instagram social media applications. This implies that social
networking platforms were more accessible to the respondents.

28
Figure 2.8 shows that 63 respondents (86.3 %) agreed with surfing social networking
sites, and 13.7% least responded otherwise. Results presented that the respondents
were active on social media platforms and exposed to political campaign materials.
This implied that most electorates usually use Facebook sites which had a significant
impact on the spread of current political information and awareness. Similarly, in
Yousif, R. O., & ALsamydai, M. J. (2012), Facebook has a huge influence on political
dissemination. It meant that the respondents widely used and their main source of
political campaign information was the Facebook platform.
Table 2.8 Frequencies of Social Networking Sites-based Campaign Encounter

7-9 ads per day 9 12.33
4-6 ads per day 8 10.96
1-3 ads per day 12 16.44
Total 73 100
The table above showed that 34 (46.6%) respondents encountered political
campaigns on social networking sites with more than ten advertisements daily. It
29
was closely proceeded by 12 (16.44%) respondents who encountered a political
campaign on social networking sites about 1 to 3 ads per day. A tally of ten (13.70%)
respondents answered that they had never encountered any political campaign on
social networking sites. In comparison, 9 (12.33%) respondents responded that they
saw 7-9 advertisements per day, and 8 (10.96%) respondents encountered more than
ten advertisements per day on social networking sites. The findings presented that
the respondents have seen ads about political campaigns, platforms of the candidate,
debates/rallies, updates of Presidential candidates, and misinformation.
Respondents’ Perceived Effectiveness of Media
Television
The figures and percentages in the table above showed the respondents' effectiveness
of television platforms in campaigning for a candidate. As can be seen from this table,
the majority (61.1 %) of the respondents indicated that watching television
advertisements is more effective, while 36.1% of them showed that it is neutral. Only
2.8% of the respondents showed that television was not effective. This implied that
30
television is effective to the respondents as their basis for selecting a candidate. The
results were similar to the study of Abellanosa, Escalona, et al. (2012) that television
is effective because it communicates on both sound and sight that can catch the
attention of the viewer's or respondents' perceptions of voting preferences.
Radio
Figure 3.2 above showed the respondents' effectiveness of radio in campaigning for a
candidate. As revealed in the table, only 9 (12.7 %) of the respondents had agreed
that radio is not effective. An 'effective' answer was marked at 26.8%, and more than
half (60.6 %) of the percentage of the active voters had the highest count that radio is
neutral. This suggested that the respondents neither had a negative response nor a
positive response to the effectiveness of radio in political campaigns. To support the
findings, according to Phiri (2020), it contradicts the findings that programs for the
electoral process on the radio are very effective.

31
Printed Materials
Figure 3.3 showed the respondents' effectiveness of print materials in campaigning
for a candidate. As revealed in the table above, most of the respondents answered
neutral, which results in a 57.4% level of effectiveness. Followed by 15 (22.1%)
respondents said that printed materials were at a neutral level in political campaigns,
and 14 (20.6%) respondents answered that printed materials are not effective.
Therefore, printed materials were impartial to political campaigns for the
respondents. As Müller (2020) stated, there is consistent negativity bias in printed
materials, especially in media coverages such as newspapers regarding campaign
promises to the voters. In addition, it may be because the electorates have no access
to print media. Similarly, as Mondak (2020) stressed, a lack of access to print
materials can bring low influence to the voters in political events.

32
This showed the effectiveness of social networking sites on the respondents'
preferences for voting for the aspirant candidate. The frequency result implied that
social networking sites are effective to the respondents, labeled with 90.4%. Followed
by 4 (5.5%) respondents answered neutral, and 3 (4.1%) respondents said that social
networking sites are ineffective in political campaigns. Social networking sites are
favorable to the respondents' efficiency in campaign candidacy. According to Ahmad,
Alvi, and Ittefaq (2019), social networking sites were an effective platform for
political campaigns to influence the respondent's voting perception and create
interactions between voters and politicians.

33
Influence of Campaigns Towards Political Preference
This section analyzed the influence of political campaigns on presidential preferences.
The questions were examined based on the criteria in the table below:
Table 3.1 Criteria of Evaluating the Influence of Campaigns

Qualitative Description Value Range Qualifying Statement
Strongly Agree 5 4.21-5.00 The criterion is highly evident
Agree 4 3.41-4.20 The criterion is evident
Undecided 3 2.62-3.40 The criterion is neither evident
Disagree 2 1.81-2.60 The criterion is not evident
Strongly Disagree 1 1.00-1.80 The criterion is unmet
Table 3.2 Influence of Political Campaigns towards Political Preferences

Standard Qualitative
I prefer a media-based campaign that… Mean
Deviation Description
1. Features the candidate’s agenda and
4.58 0.665 Strongly Agree
projects in his 6-year term
2. Features the candidate’s accomplishments
and credentials in his/her years of service
3. Features the candidate as an authoritative
leader
4. Features the candidate’s talents in
2.93 1.25 Neutral
entertainment (Dancing, Singing, Joking, etc.)
5. Features celebrities I idolize or follow as
2.86 1.35 Neutral
endorsers of the candidate
6. Features the candidate's family or relatives'
3.82 1.16 Agree
image and background
7. Features his life story that relates to the
4.08 0.983 Agree
masses
8. Features his political party and his political
3.99 0.950 Agree
affiliations
34
9. Features the candidate as a compassionate

and welcoming leader
10. Features a candidate in videos or vlogs
3.33 1.26 Agree
that had gone viral
11. Features the candidates stand or position
on the country’s issues
12. Features the candidate assisting in
disasters or accidents
13. Features a catchy slogan or tagline that
3.73 1.04 Agree
relates to the candidate
14. Features ordinary citizens testifying or
confirming the candidate’s assistance or 4.19 0.776 Agree
service to them
15. Features a very presentable and neat
campaign material, and the material is 4.10 1.02 Agree
visually appealing
OVERALL MEAN 4.00 0.559 Agree
The table showed the level of influence campaigns have on preferences. Six
statements garnered a Strongly Agree level; My political preference is influenced by
a campaign that featured the candidate's agenda and projects in his 6-year term and
had the highest level of agreement with 4.58 as its average. On the other hand, there
were no negative remarks such as disagree or strongly disagree. It was observed that
the respondents were least affirmative with campaigns that "Features celebrities I
idolize or follow as endorsers of the candidate," as it averaged 2.86 within the
undecided remark. Besides this, campaigns that 'feature the candidate’s talents in
entertainment (Dancing, Singing, Joking, etc.)’ and those that ‘features a candidate in
videos or vlogs that had gone viral’ were also in the same range. Ustaahmetoğlu
(2014), the political campaign began with a plan to convey its message effectively.
The political actors develop plans and outline strategies and tactics for their
35
campaigns to influence the voters. Agenda-setting of a politician is an effort to
persuade the voters of the electorate's usage of mass media with repeated and
coordinated messages through public relations, personal promotion, and political
advertising.
In a study by Agina A. & Ekwevugbe A. (2017), celebrities were widely known to
influence the masses. Therefore, celebrity endorsements for politicians increase the
politicians' exposure in the public setting and can increase the participation of the
electorates during an election.
Relationship between Media Information Exposure and the Influence of Political
This section presented the relationship between media exposure and the influence of
political campaigns on political preferences and was further analyzed as it is
necessary to assess the level of the respondents' scores. In testing the hypothesis's
significance, the following characteristic should be met: 1. if the p-value is above 0.05,
we will not reject the null hypothesis. Hence, there is no significant relationship
among the variables. 2. If the p-value is below 0.05, we will reject the null hypothesis.
Therefore, there is a significant relationship between the variables.
Hypothesis Testing
Table 4.1 Hypothesis Testing Results

Hypothesis Spearmans
P-value Result
Rho Value
Television Viewing vs. Influence of
Political Campaigns on Political 0.149 0.210 Not Significant
Preferences
Television-based Campaign Exposure 0.180 0.128 Not Significant
36
vs. Influence of Political Campaigns

Radio Listening vs. Influence of

Political Campaigns on Political 0.108 0.362 Not Significant
Preferences
Radio-based Campaign Exposure vs.

Influence of Political Campaigns on 0.247 0.035 Significant
Printed Material Reading vs. Influence

of Political Campaigns on Political 0.074 0.533 Not Significant
Preferences
Printed Material-based Campaign

Exposure vs. Influence of Political 0.334 0.004 Highly Significant
Social Networking Sites Surfing vs.

Influence of Political Campaigns on 0.073 0.542 Not Significant
Social Networking Sites-based

Campaign Exposure vs. Influence of
0.043 0.719 Not Significant
Political Campaigns on Political
Preferences
1. Television Viewing VS Influence of Political Campaigns on Political Preferences
Ho: There is no significant relationship between the respondent's Television
H1: There is a significant relationship between the respondent's Television

37
Table 4.2 Hypothesis 1 Spearman’s Rho

Influence on
TV
Political
Viewing
Preferences
TV Viewing Spearman's rho —

p-value —
Influence on Spearman's rho 0.149

—
p-value 0.210 —
Result: Spearman’s Rho value 0.149 p-value 0.210
Decision: Do not reject the null hypothesis because the p-value is higher than 0.05.
Therefore, there is no significant relationship between Television Viewing and the
Influence of Political Campaigns
It was observed that respondents have an average exposure to television of 1-3 times
a week; this then concluded the acceptance of the null hypothesis. A study by Hayes,
2009 examined the exposure of television viewers and non-television viewers as
influential in assessing presidential candidates. Just like the present study, Hayes
2009 also acknowledged no statistical significance between these two variables.
2. Television-based Campaign Exposure VS the Influence of Political Campaigns on
Ho: There is no significant relationship between the respondent's Television-
H2: There is a significant relationship between the respondent's Television-
38

TV-based Influence on
Campaign Political
Exposure Preferences
Spearman's
TV Viewing —
rho
p-value —
Influence on Political Spearman's 0.180

—
Preferences rho
p-value 0.128 —
Therefore, there is no significant relationship between Television-based Campaign
Exposure and the Influence of Political Campaigns
In this research, respondents had an average exposure of 4-6 advertisements a day.
Accordingly, television-based campaign exposure was not significantly related to the
influence of political campaigns on voters' preferences. To support this claim,
Haveles (2016) also reported no significant relationship between Television Exposure
and the likelihood of voting for a candidate. It argued that an advertisement may
evoke emotions but is insufficient to change preferences due to people's pre-existing
views and biases. Moreover, the perceived source credibility positively correlates
with the messages they enable (Srinivasan and Barclay, 2017). In the Philippine
setting, trust in the Media as an institute had mainly decreased from 80% in 2012 to
69% in 2019. Specifically, Television trust had dropped 9% from 89 to 80% in 2017
and 2019. Therefore, in the present study, we concluded that there is no significant
relationship between Television Viewing and Television Campaign Exposure and the
Influence of Political Campaigns on Voters' Preferences in Malaybalay City.

39
3. Radio Listening VS Influence of Political Campaigns on Political Preferences
Ho: There is no significant relationship between the respondent's Radio
H3: There is a significant relationship between the respondent's Radio

Influence on
Radio
Political
Listening
Preferences
Spearman's
Radio Listening —
rho
p-value —
Influence on Political Spearman's 0.108

—
Preferences. rho
p-value 0.362 —
Therefore, there is no significant relationship between Radio Listening and the
Influence of Political Campaigns on Voter’s Preferences.
In Table 4.4, respondents' self-reported frequency of radio listening has only
garnered a majority of 1-3 times a week; additionally, they listed music and drama
series as those they often encounter when tuning into the radio. Thus, explaining that
there is no significant relationship between Radio Listening and the Influence of
Political Campaigns on Voters' Preferences.

40
4. Radio-based Campaign Exposure VS Influence of Political Campaign towards
Political Preference
Ho: There is no significant relationship between the respondent's radio-based
Campaigns Exposure and the Influence of Political Campaigns on Political
Preferences
H4: There is a significant relationship between the respondent's radio-based
Campaign Exposure and the Influence of Political Campaigns on Political
Preferences

Influence on
Radio-based Campaign
Political
Exposure
Preferences
Radio-based
Campaign Spearman's rho —
Exposure
p-value —
Influence on
Political Spearman's rho 0.247 —
Preferences
p-value 0.035 —
Decision: Reject the null hypothesis because the p-value is lower than 0.05. Therefore,
there is a significant relationship between Radio-based Campaign Exposure and the
Influence of Political Campaigns
In an era of digitalization, radio persisted in the Philippines because of its ability to
spread out to the most remote areas in the country. (Media Ownership Monitor, 2017)
This study recognized the mean frequency of 1-3 ads per day as respondents'
exposure. To back this finding of a significant relationship between Radio-based

41
Campaigns and the Influence of Campaigns on Voters' Preferences, Lee and Capella
(2010) explained the linear nature of radio broadcasting. They further described that
increased exposure to intense yet one-way messages directly affected the increase in
the position and advocacy agreement of the listeners. Hence, in this study, we reject
the null hypothesis.
5. Printed Material (PM) Reading VS Influence of Political Campaigns towards
Preferences
Preferences

Influence on
PM
Political
Reading
Preferences
Spearman's
PM Reading —
rho
p-value —
Influence on Political Spearman's

0.074 —
Preferences rho
p-value 0.533 —

42
Therefore, there is no significant relationship between Printed Material-based
Campaign Exposure and the Influence of Political Campaigns.
The interpretation of the results was aligned to having no significant relationship
between Exposure through Printed Materials and Political Preferences with a 0.533
p-value. For Mondak, 2021, mere exposure to major local newspapers did not
directly affect voters' decisions. However, the more exposure they have, the more
self-perceived knowledge of politics is also enhanced. He added that print media still
mattered; however, the voter's locality would impact that effect.
6. Printed Material-based Campaign Exposure VS Influence of Political Campaigns
towards Political Preferences

PM-based Influence on
Campaign Political
PM-based Campaign Spearman's

—
Exposure rho
p-value —

0.334 —
Preferences rho
43

PM-based Influence on
Campaign Political
p-value 0.004 —

Decision: Reject the null hypothesis because the p-value is lower than 0.05. Therefore,
there is a highly significant relationship between Printed Material Campaign
Exposure and the Influence of Political Campaigns
The product of the interpretation as highly significant matches Anderson's 2003
study, where he described regular readers who have exposure to political
information in newspapers were more responsive to political positions. His study
formed strong evidence that media coverage, especially printed advertisements,
affected not only attitudes but also voting decisions.
7. Social Networking Sites Surfing VS Influence of Political Campaigns towards

Influence on
SNS
Political
Surfing
Preferences
44

Influence on
SNS
Political
Surfing
Preferences
Spearman's
SNS Surfing —
rho
p-value —

0.073 —
Preferences rho
p-value 0.542 —

Therefore, there is no significant relationship between SNS Surfing and the Influence
of Political Campaigns
There have been mixed results to Smith, Silver, Johnson, and Jiang (2019) regarding
the impact of social media in politics. He explained further that though technology
affected the information dissemination pace, people are aware that its contents could
easily be manipulated. In addition to this claim, Ibanez 2015, identified social media
usage as a variable not directly affecting an individual’s choices when voting for a
candidate.
8. Social Networking Sites-based Campaign Exposure vs. Influence of Political
Campaigns towards Political Preferences

45

SNS-based Influence on
Campaign Political
PM-based
Spearman's
Campaign —
rho
Exposure
p-value —
Influence on
Spearman's
Political 0.043 —
rho
Preferences
p-value 0.719 —
Therefore, there is no significant relationship between Social Networking Site
Campaign Exposure and the Influence of Political Campaigns
The present study analyzed no significant relationship between Campaign on SNS
and Voters' Preferences. According to Bene 2014, general popularity on social
networking sites did not lead people to cast their votes on that specific candidate.
However, posts on these sites could allow engagements and discussions among
friends and followers, which may or may not result in preference change.
46
Chapter 5
Summary, Conclusion and Recommendation
Summary
The study was conducted in the city of Malaybalay, province of Bukidnon, with
73 respondents participating in answering the survey questionnaires through
google forms. The data was encoded in Microsoft Excel and was analyzed in the
software application, Jamovi. The results were evaluated by use of descriptive
statistics, such as frequencies, percentages, mean, standard deviation, and
qualitative descriptions. The hypotheses were then assessed through Spearman's
Rank Correlation Coefficient to test the relationship among variables.
The data revealed that a majority responded encountering four to six
advertisements per day, and more than ten advertisements for social networking
sites (SNS). On the other hand, 49.32% of the respondents had no exposure to
radio campaigns, and 63.01% had no exposure to printed-based campaigns The
most effective medium for a political campaign is the social networking sites (e.g.,
Facebook, YouTube, and Instagram), followed by Television, Radio, then Printed
Materials. Furthermore, from 73 respondents, the findings present that the
influence of campaigns on political preferences was at the margin labeled as
‘agree’, with 4.00 as its overall mean. This reflected the criteria set by researchers
47
as evident in the respondents' criteria in choosing a presidential candidate. The
criterion with the highest mark was a 4.58 mean, which states, “ I prefer a media-
based campaign that features the candidate's agenda and projects in his 6-year
term" and the lowest garnered mean was "I prefer a media-based campaign that
features celebrities I idolize or follow as endorsers of the candidate" with a 2.86
neutral line.
The relationships of variables, exposure, and the influence of media-based
campaigns, were observed as contrasting. This study uncovered that out of 8 null
hypotheses, there were two null hypothesis that were successfully rejected; first,
'There is no significant relationship between Exposure to Radio-based Campaign
and the Influence on Political Preferences'; and 'There is no significant
relationship between Printed Material-based Campaign and the Influence of
Political Campaigns." Radio and Print media had significant relationships with
exposure, while social networking sites and television had poor results to be
deemed as significant.
Conclusion
Media serves its purpose of providing a platform for information dissemination,
entertainment, and more. This study had successfully rejected two out of 8 null
hypotheses, namely: 1. There is no significant relationship between Exposure to
Radio-based Campaigns and the Influence on Political Preferences; 2. There is no
significant relationship between Printed Material-based Campaigns and the
Influence of Political Campaigns. From this, we conclude that radio and printed
materials, as mediums for campaigns, will thrive in influencing political preference
among registered voters in Malaybalay City.

48
Though Television and Social Networking Sites were reported as effective by the
respondents, it still does not coincide with the relationship between exposure and
influence.
Other external factors, though not explicitly observed in this research, could have
been a variable in the result of the study. According to Szabo 2020, source credibility
plays an essential role in refusing or accepting media-based information. Newfound
data are subjected to judgment based on credibility or doubt about their origin. If
those specific data coincide with pre-existing criteria, only then will it be upgraded in
interpretation. Moreover, Selection Biases may also inhabit in amongst people.
Though media platforms offer diverse information, selective exposure in response to
avoidance of topic discussions allows people to create their own biased media
environment. Audiences can selectively expose themselves to data that fortifies their
pre-existing political beliefs. (Van der Meer, Hameleers, and Kroon 2020)
Recommendation
Based on the findings and conclusions of the study, the following are recommended:
1. Campaign advertisements should focus more on their campaign project and
agenda than using celebrities as political endorsers, which has lesser influence on the
electorates.
2. Politicians should use television and social media sites (e.g., Facebook, YouTube,
and Instagram) to air their political campaign advertisements, which reveals the
audience's effective platforms nowadays for the programs, political platforms, and
agenda of a politician
49
3. Printed Materials though labeled as old media, persists in Malaybalay City. Posters,
flyers, and other reading materials can be utilized as an advertising medium for
campaigns.
4. Exposure to Radio-based Campaigns held a significant relationship with the
Influence of Campaigns on Political Preferences. Campaigners could utilize the
broad reach of radio as means of persuading people to join their cause
5. The aspirant candidate must generate a practical and realistic platform for their
political advertisement to influence the voters.
6. External Factors, such as source credibility, media accessibility, and media trust,
are determinants of a successful and effective campaign. For campaigners,
considerations and examinations in this aspect is highly a must.
7. Further study should be conducted on what factors of printed materials and radio
not be exposed in terms of political campaigns in Malaybalay City.

50
References
Abellanosa, H.J., Escalona, F.T., Lavanza, M.A., Maagad, Y.T., Quiñonez, N. P.,
Quipanes, C. B., & Sy, H.D. (2012, July 1). The effectiveness of Tri-Media
advertising campaign for Enrollment of Liceo de Cagayan University ... Retrieved
from
https://submissions.scholasticahq.com/api/v1/attachments/481/download
Ahmad, Taufiq; Alvi, Aima; Ittefaq, Muhammad (2019). The Use of Social Media on
Political Use of Social Media on Political Participation Among University Students:
An Analysis of Survey Results from Rural Pakistan. SAGE Open, 9(3),
215824401986448–. doi:10.1177/2158244019864484
Alsamydai, M. J., & Yousif, R. O. (2018). The Impact of Advertising Campaigns
on the Selection of Candidates for Election. Internation Review of
Management and Business Research.
Alvarez, R. M., Levin, I., Mair, P., & Trechsel, A. (2014). Party preferences in the digital
age: The impact of voting advice ... (n.d.). Retrieved from
https://journals.sagepub.com/doi/abs/10.1177/1354068813519960
Bartels, L. M. (n.d.). Capturing Campaign Effects. In Priming and Persuasion in
Presidential Campaigns.
Bolls, P. D., Muehling, D. D., & Yoon, K. (2003). c, 9(1), 17-28.
Bottomley, E., Munnelly, C., Tryl, L., & Wride, S. What Makes a Successful
Campaign? Public First. Retrieved from
https://wellcome.org/sites/default/files/public-first-literature-
review.pdf
51
Brady, H. E., Johnston, R., & Sides, J. (2006). The study of political campaigns.
Capturing campaign effects, 1-26. Retrieved from
(https://www.academia.edu/18813342/The_study_of_political_campaig
ns?from=coverpage
City of Malaybalay, Republic of the Philippines. (n.d.). About Malaybalay.
Retrieved from gov.ph:
https://malaybalaycity.gov.ph/malaybalaydev/socio-economic-profile/
Commission on Elections, Republic of the Philippines. Retrieved from
https://comelec.gov.ph/php-tpls-
attachments/2019NLE/Statistics/2019_RVVAV_mcoc_final.pdf
Commission on Elections. (2021). RESOLUTION NO. 10695. Manila: Republic of
the Philippines.
Corell, G. L. (1998). Media Priming in the 1980 Election. LSU Historical dissertation
and Theses.
Electoral Politics 101: Why Elections and Voting Matter. (2020, July 23).
Indivisible.
https://indivisible.org/resource/electoral-politics-101-why-elections-and-
votingmatter
Jacobson, G. C. (2014). How Do Campaigns Matter? Annual Review of Political Science
Johann, D., Königslöw, K. K. V., Kritzinger, S., & Thomas, K. (2018). Intra-
campaign changes in voting preferences. The impact of media and party
communication. Political communication, 35 (2), 261-286
(https://www.tandfonline.com/doi/full/10.1080/10584609.2017.1339222)
Lee, C., & Niederdeppe, J. (2011). Genre Specific Cultivation Effects: Lagged
Associations Between Overall TV Viewing. Local News Viewing, and

52
Fatalistics Beliefs About Cancer Prevention. Communication Research,
38(6), 731- 753. https://doi.org/10.1177/0093650210384990
Marquis, L. (2015). Priming: An Elusive Concept. In L. Marquis, Priming (pp.
1235-1237). Switzerland.
Möller, A. M., & Boukes, M. (2021). Online social environments and their impact on
video viewers: The effects of user comments on entertainment
experiences and knowledge gain during political satire consumption.
New Media & Society.
https://doi.org/10.1177/14614448211015984
Mondak, Jeffery J. (1995). Newspapers and Political Awareness. American Journal of
Political Science, 39(2), 513–. doi:10.2307/2111623
Morgan, M., & Shanahan, J. (2017). Television and the cultivation of
authoritarianism: A return visit from an unexpected friend. Journal of
Communication, 67(3), 424-444.
Mosharafa, E. (2015). All you Need to Know About: The Cultivation Theory.
Global Journal of Human-Social Science: A Arts & Humanities - Psychology.
Moy, P., Tewksbury, D., & Rinke, E. (2016). Priming. Agenda-Setting, Priming, and
Framing, 5-6 Movement Advancement Project (MAP) and Gay & Lesbian
Alliance Against Defamation (GLAAD). (2008). Communications Campaign
Best Practices.
Müller, S. (2020). Media coverage of campaign promises throughout the electoral
cycle. Taylor & Francis. Retrieved from
https://www.tandfonline.com/doi/full/10.1080/10584609.2020.1744779
53
OUSSOUMANOU, C. (2014, May 28). Theory and principles of Public Communication
Campaigns. Public Communication Campaigns. Retrieved from
https://www.academia.edu/4512447/Theory_and_Principles_of_Public_Com
munication_Campaigns
Pertierra, R. (2012). Is the New Media any Different? In R. Pertierra, The New
Media, Society & Politics in the Philippines (pp. 16-17). Berlin, Germany:
fesmedia Asia.
Phiri, M. (2020). By - 155.0.3.194:8080. Retrieved from
http://155.0.3.194:8080/jspui/bitstream/123456789/683/1/RESEARCH
%20MK%202020.pdf
SAGE Publications, Inc. (2016). Quantitative Research Methods
https://methods.sagepub.com/Book/sage-quantitative-research-
methods
Salaudeen, M. A., & Onyechi, N. (2020). Digital media vs mainstream media:
Exploring the influences of media exposure and information preference as
correlates of media credibility. Cogent Arts & Humanities, 7(1),
1837461 https://doi.org/10.1080/23311983.2020.1837461
Wantchekon, L., Lopez-Moctezuma, G., Fujiwara, T., Lero, C. P., & Rubenson, D.
(2017). Policy deliberation and voter persuasion: Experimental evidence
from an election in the Philippines. Princeton University and African School
of Economics.
https://www.academia.edu/38563808/Policy_Deliberation_and_Voter_P
ersuasion_Experimental_Evidence_from_an_Election_in_the_Philippines?
from=cover_page
54
Yousif, Rudaina Othman; ALsamydai, Mahmood Jasim (2012). The Impact of the
Political Promotion via Facebook on Individuals’ Political Orientations.
International Journal of Business and Management, 7(10), –.
doi:10.5539/ijbm. v7n10p85
55
APPENDICES
56
APPENDIX A
Greetings!
Good morning/afternoon. We are Chelsea Asiñero, Elie Rose Joy Fuentes,
and Eljane Fuentes. Students of Bukidnon State University in Malaybalay City,
Bukidnon. For our research, we are conducting a study entitled, “IMPACT OF
MEDIA-BASED CAMPAIGNS ON POLITICAL PREFERENCES AMONG
REGISTERED VOTERS IN MALAYBALAY CITY”.
This being said, we choose you as one of the participants for this study since
you are a voter registered in Malaybalay City, Bukidnon. May we request you to
answer candidly all the questions we will be asking you. There are no wrong answer
and rest assured that all your answers will be kept confidential.
Respectfully,
Asiñero, Chelsea L.
Fuentes, Elie Rose Joy C.
Fuentes, Eljane C.
57
APPENDIX B
IMPACT OF MEDIA-BASED CAMPAIGNS ON POLITICAL

PREFERENCES AMONG REGISTERED VOTERS IN MALAYBALAY
CITY
I. Introduction
Good morning/afternoon. We are Chelsea Asiñero, Elie Rose Joy Fuentes,

and Eljane Fuentes. Students of Bukidnon State University in Malaybalay City,
Bukidnon. For our research, we are conducting a study entitled, “IMPACT OF
MEDIA-BASED CAMPAIGNS ON POLITICAL PREFERENCES AMONG
REGISTERED VOTERS IN MALAYBALAY CITY”. We choose you as one of the
participants for this study since you are a voter registered in Malaybalay City,
Bukidnon. May we request you to answer candidly all the questions we will be
asking you. There are no wrong answer and rest assured that all your answers will
be kept confidential.
II. Socio-demographic Characteristics
1. Age
2. Sex
a) Female
b) Male
c) I prefer not to tell
3. Educational Attainment
a) Elementary Graduate
b) High School Graduate
c) College Graduate
d) Masters
e) Doctorate
f) No Access to education
58
III. Media Exposure and Effectiveness
Check the box which applies to the following questions:
1. Do you watch TV?

_____ Yes
_______No (Proceed to Question No. 2)
1.1 If yes, what type of programs do you usually watch?
____ News
_____Game shows
_____Soap operas
_____Sports
_____Others, please specify: ________________________
1.2 How often do you watch television?
□ 5 Daily (Very Frequent)
□ 4 Four to six times a week (Frequent)
□ 3 1 to 3 times a week (Moderate)
□ 2 Once or twice a month (Seldom)
□ 1 Never exposed
1.3 Have you seen any information about political campaigns?
____Yes
____No (Proceed to Question No. 2)
1.4 If yes, what particular information?
_________________________________________________________________
_________________________________________________________________
______________
1.5 How often can you encounter a political campaign on television?
□ More than 10 ads per day
□ About 7-9 ads per day
□ Never
2. Do you listen to radio?
2.1 If yes, what type of programs do you usually listen?
____ News
_____Game shows
_____Soap operas
_____Sports
2.2 How often do you listen radio?
□ 1 Never exposed
59
2.3 Have you heard any information about political campaigns?

____Yes
_________________________________________________________________
_________________________________________________________________
______________
2.5 How often can you encounter a political campaign on radio?
□ Never
3. Do you read printed materials?
3.1 If yes, what type of printed material do you usually read?
____ News Paper
_____Magazines
_____Comic Books and Manga
_____Novels
3.2 How often do you read printed materials?
□ 1 Never exposed
3.3 Have you read any information about political campaigns?
____Yes
_________________________________________________________________
_________________________________________________________________
______________
3.5 How often can you encounter a political campaign on printed materials?
□ Never
4. Do you surf social networking sites?
4.1 If yes, what social networking sites do you usually surf on?
____ Facebook
_____Twitter
_____Instagram
_____Youtube
4.2 How often do you surf?
60

□ 1 Never exposed
4.3 Have you seen any information about political campaigns?
____Yes
_________________________________________________________________
_________________________________________________________________
______________
4.5 How often can you encounter a political campaign on social networking
sites?
□ Never
5. Rank the following based on their effectiveness on campaigning for a candidate?
Effective Neutral Not

Effective
Television
Radio
Printed Material
6. The Influence of Campaign towards Voters Preferences
Qualitative Description Value Range

Strongly Agree 5 4.21-5.00
Agree 4 3.41-4.20
Undecided 3 2.62-3.40
Disagree 2 1.81-2.60
Strongly Disagree 1 1.00-1.80
5 4 3 2 1
My political preference is influenced by a campaign that…
61
1. Features the candidate’s agenda and projects in his 6-year

term
2. Features the candidate’s accomplishments and credentials
in his/her years of service
3. Features the candidate as an authoritative leader
4. Features the candidates talents in entertainment (Dancing,
Singing, Joking, etc.)
5. Features celebrities I idolize or follow as endorsers of the
candidate
6. Features the family or relative’s image and background of
the candidate
7. Features his life story that relates to the masses
8. Features his political party and his political affiliations
9. Features the candidate as a compassionate and welcoming
leader
10. Features a candidate in videos or vlogs that had gone viral
11. Features the candidates stand or position on the country’s
issues
12. Features the candidate assisting in disasters or accidents
13. Features a catchy slogan or tagline that relates to the
candidate
14. Features ordinary citizens testifying or confirming the
candidate’s assistance or service to them
15. Features a very presentable and neat campaign material,
and the material is visually appealing
62
APPENDIX C

UNIVERSITY STATISTICAL CENTER
Tel (088) 813-5661 to 5663; TeleFax (088) 813-2717,
www.buksu.edu.ph
CERTIFICATION FOR GRAMMARLY AND PLAGIARISM TESTS
This is to certify that the study entitled “Impact of Media-based Campaigns on Political Preferences among
Registered Voters in Malaybalay City”, authored by ASIÑERO, CHELSEA LAHAYON; FUENTES, ELIE ROSE JOY
CUBOL; FUENTES, ELJANE CUBOL,
has undergone Grammarly and Plagiarism Tests in our office with the following results:
Grammarly Score Remark Similarity Index Remark
Chapter 1
Chapter 2
Chapter 3 92 PASSED 6% PASSED

Chapter 4
Chapter 5
Note:
* Passing score for grammarly is 90 and above.
* Passing percentage for plagiarism is 20% and below for undergrad and MS/MA students.
* Passing percentage for plagiarism is 10% and below for Ph.D students.
Course : BS - Development Communication 4

Adviser : Nova Thirdy E. Agravante
Date Submitted : 05.12.2022
Date Claimed : 05.12.2022
Pass No. :1
Certified by:
DR. MARLON S. FRIAS

University Statistician
Document Code: USC-F-004 Revision No: 02 Issue No: 01 Issue Date: October 20, 2021
1
63

FINALMAY13

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

FINALMAY13

Uploaded by

Copyright:

Available Formats

IMPACT OF MEDIA-BASED CAMPAIGNS ON POLITICAL PREFERENCES

AMONG REGISTERED VOTERS IN MALAYBALAY CITY

IMPACT OF MEDIA-BASED CAMPAIGNS ON POLITICAL PREFERENCES

Elie Rose Joy C. Fuentes

Submitted in fulfillment of the requirements for the degree

Bachelor of Science in Development Communication

Bukidnon State University

College of Arts and Sciences

BUKIDNON STATE UNIVERSITY

COLLEGE OF ARTS AND SCIENCES

previously published or written by another person, except when due reference is

made on the text.

ELIE ROSE JOY C. FUENTES

BUKIDNON STATE UNIVERSITY

COLLEGE OF ARTS AND SCIENCES

The thesis entitled “IMPACT OF MEDIA-BASED CAMPAIGNS ON

POLITICAL PREFERENCES AMONG REGISTERED VOTERS IN MALAYBALAY

CITY” prepared and submitted by CHELSEA L. ASIÑERO, ELIE ROSE JOY C.

FUENTES, ELJANE C. FUENTES, in partial fulfillment of the requirements for the

degree of Bachelor of Science in Development Communication in the College of Arts

and Sciences, Bukidnon State University, City of Malaybalay, is hereby accepted.

Nova Thirdy E. Agravante

Maria Efrelij J. Cuadra Astred Jill E. Agravante

Accepted as partial fulfillment of the requirements for the degree of Bachelor

of Science in Development Communication.

MARIBEL G. VALDEZ, Ph.D.

CHAPTER 1. THE PROBLEM

Objectives of the Study 3

Theoretical and Conceptual Framework 3

Delimitation of the Study 8

The Effects of Political Campaigns towards Voters’ 11

Television Media vs. New Media 11

The Importance of Elections 13

Priming and Cultivating Theory 14

Locale of the Study 16

Respondents and Sampling Procedure 16

Respondents’ Perceived Effectiveness of Media 28

Influence of Media Campaigns Towards Political 32

CHAPTER 5. SUMMARY, CONCLUSIONS AND

Table Title Page

1.1 Criteria for Evaluating the Influence of 16

2.1 Television Viewing Frequency 19

Figure Title Page

1 Conceptualized Relationship among Variables 4

2.1 Television Accessibility 19

2.2 Exposure to Television-based Campaigns 20

2.3 Radio Accessibility 21

2.4 Exposure to Radio-based Campaigns 22

2.5 Printed Material Accessibility 23

2.6 Exposure to Printed Material-based Campaigns 24

2.7 Social Networking Sites Accessibility 25

2.8 Exposure to Social Networking-based 27

C Certification for Grammarly and Plagiarism 61

ASIÑERO, CHELSEA LAHAYON; FUENTES, ELIE ROSE JOY CUBOL; FUENTES,

Adviser: Ms. Nova Thirdy E. Agravante

The study determined the impact of media-based campaigns on political preferences

respondents' media exposure and their influence towards media-based campaigns.

to analyze the respondents' exposure to media-based campaigns and the

effectiveness of the specified platforms. Respondents marked Social Networking

as neither effective or ineffective. Regarding influencing political preferences, Radio-

based and Printed Material-based campaigns were deemed significant.

Keywords: Influence of Media-based Campaigns, Registered Voters, Exposure to