Background of the Study

In terms of appraising a candidates recognition during a political election, social media

acquired an essential role within this matter. Social media is often utilized by various political

parties and actors in order to take a full control in line to the conveyed message and information

regarding in them (Aslan, et. al, n.d). Hence, this became the root for people to predominantly

create uncertain comments and statements in connection to the issues uphold by a particular

political candidate. The different political affiliation directly affected the decision and viewpoints

of voters, especially on to whom their vote should be given.

The conducted study of Munir (2018) reveals that there are different effects exerted by

social media platforms towards the behavior of a voter, this may vary to the accounted theories

of the researcher. The Agenda Setting theory signifies that social media helped in setting matters

in order to alter the encompassed decisions of the voters. On the other hand, theory of Uses and

Gratification depicts that youngster sustained their desire and is active in social media due to the

reason that they're efficiently familiar with the use of various sites. Moreover, the theory of

Media Systems Dependency shows that majority of the young voters gradually visits on the

social media platforms of their chosen political party.

The utilization of social media platforms became rampant due to the Covid-19 pandemic,

it caused a great impact in line to the political election in the country. The aim of this study is to

know how has social media shape and determine voter behavior choice in Dumaguete City. In

addition, the researchers sought to find out what are the factors interlinked to this impact.
Research Question and Research Puzzle

Prior to the Covid-19 pandemic is the rampant utilization of different social media

platforms in the country of Philippines. For this reason, it contributed an impact in connection to

the national and local elections way back on May 2022. According to Arugay (2022), the

outcome of the election was likely molded by the presence of social media platforms. The

implemented physical restrictions by the pandemic drew a reliance among people in social media

regarding on their accounted data and information in line to the conducted election. This became

a potent tool as a political strategy among delegates to persuade and influence the voters.

Based from the aforementioned insights regarding on how social media contributed a

great impact in shaping and determining voter behavior, the central research questions that the

researchers would like to answer is what are the factors affecting the behavior of voters? How

these certain factors contributed an impact in terms of shaping the voters' perspective and

viewpoints? Was the utilization social media negatively or positively molded the voters' general

sense towards the political election?

Argument

It is indeed true that the essence of social media established a significant role within the

voting behavior of individuals. The wide scope of this platform easily helped political parties in

influencing people living in rural and urban areas. Social media raised the relevance of

modernity, it enhances the traditional media in delivering awareness and adequate information

among people, specifically during the political election amidst the Covid-19 pandemic. The

ample information and data attained by the target mass of political parties contributed an
influence in line to their behavior and choices during the election (Biswas, A., Ingle, N., & Roy,

M., 2014).

REFERENCES:

Arugay, A. (2022, 7 April). Stronger Social Media Influence in the 2022 Philippine Elections.

Yusof Ishak

Institute. https://www.iseas.edu.sg/wp-content/uploads/2022/03/ISEAS_Perspective_2022_33.pd

Aslan, A., et al. (n.d.). The Effect of Social Media on Voter Behavior: The Sample of Kayseri

Province. XXX. https://www.revistaclinicapsicologica.com/data-cms/articles/

20210225011942pmSSCI-552.pdf

Biswas, A., Ingle, N., & Roy, M. (2014). Influence of Social Media on Voting Behavior. Journal

of Power, Politics & Governance, 2(2), 127–

155. http://jppgnet.com/journals/jppg/Vol_2_No_2_June_2014/7.pdf

Munir, S. (2018). Social Media and Shaping Voting Behavior of Youth: The Scottish

Referendum 2014 Case. The Journal of Social Media in Society, 7(1), 253–

279. https://www.thejsms.org/index.php/JSMS/article/view/276/165