Galletes Et Al Thesis

SOCIAL MEDIA INFLUENCE ON FIRST-TIME VOTERS IN THE 2022
NATIONAL ELECTIONS
____________________
A Research Presented to the Faculty of the College of Arts and Sciences

Urdaneta City University
____________________
In Partial Fulfillment of the Requirements for the Degree

Bachelor of Arts in Communication
by
Kyle Michael Galletes

Khara Marvie R. Tabobo
Lenz Jeirah E. Medina
Jesalyn P. Casabuena
Novie May R. Duran
Mary Jill G. Lagmay
Jerick M. Patombon
Sharlot G. Alingco
February 2023
DECLARATIONS
This is to declare that this thesis study was conducted by researchers with
a degree of Bachelor of Arts in Communication. All the materials used are
appropriately acknowledged as the source of research.
This is to prove and certify that this study was originally made and written
by the researchers alone and has not been submitted to other colleges,
universities, or other degrees.
KYLE MICHAEL GALLETES

KHARA MARVIE R. TABOBO
LENZ JEIRAH E. MEDINA
JESALYN P. CASABUENA
JERICK M. PATOMBON
MARY JILL G. LAGMAY
NOVIE MAY R. DURAN
SHARLOT G. ALINGCO
ii
APPROVAL SHEET
This is to certify that this thesis, “Social Media Influence on First-
Time Voters in the 2022 National Elections,” prepared and submitted by
Kyle Michael Galletes, Khara Marvie R. Tabobo, Lenz Jeirah E. Medina,
Jesalyn P. Casabuena, Jerick M. Patombon, Mary Jill G. Lagmay, Novie
May R. Duran, and Sharlot G. Alingco was successfully defended and
approved on February 4, 2023, with a rating of 89%.
JHOANNE CELESTE S. MACANAS JOSEPH S. TULLAO, MSMath

Language Editor Statistician
NOIME SIBORBORO-INES, MPA, MDC MICHAEL JOHN D. SISON, LPT

Panel Member Panel Member
ENGR. FICER M. DOFREDO

Panel Member
JERALYN ANN M. GRACE

Adviser
PRINCESS SARAH M. QUINTANA, EdD

Chairperson
This is hereby accepted in fulfillment of the course requirement in Thesis
Writing II for Bachelor of Arts in Communication.
PRINCESS SARAH M. QUINTANA, EdD

College Dean
iii
ACKNOWLEDGMENT
The researchers would like to express their most profound and sincerest
gratitude to the persons who have contributed to the completion of this study by
giving their resourceful information and moral support:
Dr. Princess Sarah M. Quintana, the chairperson of the defense panel,
for sharing her expertise and providing helpful criticisms, corrections, and
suggestions to improve the study;
Ms. Jeralyn Ann M. Grace, the research adviser and Program
Coordinator of the Communication Department, for her unending support and for
giving motivation the researchers to push through in finishing the study;
Ms. Jhoanne Celeste S. Macanas, the language editor, for sharing her
time to read the manuscript and check grammatical errors and for the
improvement of the study;
Mr. Joseph S. Tullao, the statistician, for sharing his knowledge and
helping analyze data and its statistical computation;
Ms. Noime Siborboro-Ines, the panel member, for her brilliant
speculations and suggestions for the betterment of the study;
Mr. Michael John D. Sison, the panel member, for giving his advice,
comments, and constructive criticisms in the conduct and completion of this
study;
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Engr. Ficer M. Dofredo, the panel member, for sharing of helpful
information and resources for the analysis and for his expertise in guiding them
in the different phases of the research process;
Parents, in providing for the needs of their children emotionally,
physically, and financially and giving their unconditional love and moral support
by saying encouraging words and cheers for the researchers;
The researchers' classmates and friends, who have never left them
during those times of hardships and gave them courage, telling them that they
can make it through no matter what happens;
Above all, to Almighty God, for the love, strength, and faith he had
given the researchers to continue and keep believing that they can finish their
study even if some struggles and hindrances are blocking them from continuing.
KM.G.
NM.R.D.
KM.R.T.
MJ.G.L.
LJ.E.M.
S.G.A.
J.M.P.
J.P.C.
v
Abstract
Name of Researchers: Kyle Michael Galletes

Khara Marvie R. Tabobo
Lenz Jeirah E. Medina
Jesalyn P. Casabuena
Jerick M. Patombon
Mary Jill G. Lagmay
Novie May R. Duran
Sharlot G. Alingco
Institution: Urdaneta City University

Urdaneta City
Course: Bachelor of Arts in Communication
Semester and School Year: First Semester, Academic Year 2022-2023
Adviser: Ms. Jeralyn Ann M. Grace
Title of Thesis: Social Media Influence on First-Time Voters in

the 2022 National Elections
Key Terms: Social Media, First-Time Voters, Voting

Behavior, Political Participation, Voters’
Education, Political Interest
The primary purpose of this research is to investigate the influence of
social media on first-time voters during the 2022 national elections. This research
collected the profile of the respondents in terms of sex, religion, monthly family
income, and most used social media platform during the 2022 national elections.
Four variables, such as voting behavior, political participation, voters' education,
and political interest were used to investigate the influence of social media
among first-time voters. This research also investigates the relationship between
vi
the profile of the respondents and the influence of social media among first-time
voters. A descriptive-quantitative research design was used to find actual results
from the study. Frequency distribution and percentage, Weighted Mean, and
Pearson Correlation Coefficient were used to evaluate data. From the analysis, it
has been found that females than males are more active on social media. Most
of the respondents belong to the lower income class, which affects their voting
preferences, and they use Facebook more regularly than most social media
platforms. This research found that social media has a significant influence on
voting behavior among first-time voters. This research also found that politically
interested individuals get needed information on social media, and they get
updated about political activities, policies, and the electoral process. The
researchers recommend further research incorporating more profile variables like
time spent on social media, age, educational attainment, digital access, and
other social groups for a more in-depth study.
vii
Table of Contents
Page
Title Page i
Declarations ii
Approval Sheet iii
Acknowledgment iv
Abstract vi
Table of Contents viii
List of Figures x
List of Tables xi
Chapter
1 INTRODUCTION
Background of the Study 1
Statement of the Problem 14
Null Hypothesis 15
Theoretical Framework 15
Conceptual Framework 20
Conceptual Paradigm 21
Scope and Delimitations of the Study 22
Significance of the Study 22
Definition of Terms 23
2 METHODOLOGY
Research Design 25
Population and Locale of the Study 25
Data Gathering Tool 26
Data Gathering Procedure 27
Statistical Treatment of Data 27
Ethical Considerations 30
3 RESULTS AND DISCUSSIONS 31
4 SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
Findings 53
Conclusion 54
Recommendation 55
BIBLIOGRAPHY 57
viii
APPENDICES
Appendix A. Letter for Research Adviser 68

Appendix B. Letter for Language Editor 69
Appendix C. Letter for Statistician 70
Appendix D. Letter for Panelist 71
Appendix E. Letter for Validators 74
Appendix F. Receipts 78
Appendix G. Grammarly Result 81
Appendix H. Edorsement for Defense Form (R1) 83
Appendix I. Suggestions, Comments, & Recommendation
Form (R2) 85
Appendix J. Panel Rating Form (R3) 93
Appendix K. Final Rating Form (R4) 99
Appendix L. Survey Questionnaire 101
Appendix M. Reliability Testing 105
Appendix N. Proposal Defense Photo Documentation 106
CURRICULUM VITAE
Kyle Michael Galletes 107

Khara Marvie R. Tabobo 108
Lenz Jeirah E. Medina 109
Jesalyn P. Casabuena 110
Novie May R. Duran 111
Jerick M. Patombon 112
Mary Jill G. Lagmay 113
Sharlot G. Alingco 114
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LIST OF FIGURES
Figure Page
1 Conceptual Paradigm 21
2 Social Classes in the Philippines 26
x
LIST OF TABLES
Table
1 Profile of the Respondents 32

2 Influence of Social Media on First-Time Voters in terms of
Voting Behavior 34
Political Participation 38

Voters’ Education 41

Political Interest 44
6 Relationship between the Profile of the Respondents and
Influence of Social Media on First-Time Voters’ Voting
Behavior, Political Participation, Voter’s Education, and
Political Interest 48
xi
Chapter 1
Introduction
Background of the Study
Since the Internet's inception, too much debate has been over whether
and how digital platforms, such as social media, impact politics. As a result, there
is now access to a growing body of research investigating many links between
social media and politics from various perspectives.
The consumption habit and landscape has changed over time, even in
political communication. Politicians use different communication channels to
deliver messages—the messages can be a form of action, talks, symbols, or any
picture. Political communication tools are not limited to mechanical media. The
introduction of social media and available information on Google eliminates the
traditional communication channels of politics (Gurevitch et al., 2009).
Generally, the use of social media in politics refers to the use of popular
online social media platforms for political campaigns and activities (Kimseng,
2014). There are various popular social media such as Facebook, Twitter,
Instagram, YouTube, Linked In, Pinterest, Viber, and others. These social media
platforms can be used by political organizations, political parties, political
corruption, and global politics (Kruse et al., 2018).
The Commission on Elections (COMELEC) has recorded almost seven
million new registered voters for the 2022 national elections. At least 67.5 million
Filipinos will be eligible to cast their ballots in the 2022 elections, a number that
the
Commission on Elections (COMELEC) said is proof that Filipinos are eager to vote
despite the threat of the pandemic. The poll body recorded a final tally of 65.7
million domestic voters as of December 14, 2021, and around 1.8 million
overseas voters, which could still increase. The Comelec also called the increase
in the number of voters from the past elections "historic." In 2019, the election
turnout was around 75 percent (De Leon, 2021).
According to the final report of the Commission on Elections (COMELEC) in
2016, there were 54,363,844 registered voters nationwide for the 2016 polls.
The 2016 figure is higher than the 52,014,648 registered voters during the 2013
midterm elections. Meanwhile, in the most recent October 2013 barangay
(village) elections, 53,786,223 voters signed (Bueza, 2016).
Voter turnout has been, on average, 76 percent for the past two decades.
It tends to increase slightly when it is time to vote for the President and vice
president or during the national elections every six years. In the 2016 national
polls, 81.95 percent of the 54,363,844 registered voters voted. This was the
highest percentage of voter turnout since 2001. Forty-four million five hundred
forty-nine thousand eight hundred forty-eight individuals were elected during the
2016 polls (Teodoro, 2022).
Article 2, Section 13 of the 1987 Philippine Constitution states the
importance of the youth: "The State shall recognize the vital role of the youth in
nation-building and shall produce and protect their physical, moral, spiritual,
intellectual, and social well-being. It shall inculcate in the youth patriotism and
nationalism and encourage their involvement in public and civic affairs."
However, their elders often regard young people as inexperienced and
unable to effect significant societal changes because elders tend to be superficial
voters (Berelson et al., 1968). Nevertheless, young people can potentially be
critical voters once they deepen their knowledge of their country's political
system and develop a coherent system of political beliefs (Himmelweit et al.,
1985).
The Internet is fast becoming the medium of election communication as
political parties worldwide log on to the Internet, impacting the political system
and voting behaviors. An interesting phenomenon in political communication is
social networking sites like Facebook, YouTube, and Friendster, which are used
for election campaigning. While the popularity of the Internet is increasing in the
West, elections in Asian countries are also fast adopting these new technologies
(Karan et al., 2008).
Today, the Philippines has become the most “social nation" globally. With
41 million active Facebook users between 18 and 65, netizens could very well
swing the tide in this election, which many call the country's first “social media”
election. Social media is the lifeline of information (or misinformation) for
millennials. Social media can provide free advertisement, highlight important
advocacy work, make speeches and statements readily available, and help
candidates promote their campaign messages widely and freely. In that sense, it
can be seen as democratizing the electoral process. Except, that is not what
always happens (Buenaobra, 2016).
According to Kemp (2021), there were 73.91 million internet users in the
Philippines, a 6.1% increase from the previous year, which was attributed to the
Covid-19 pandemic. Internet penetration in the Philippines stood at 67.0% in
January 2021. What is confounding is the finding that there were
89 million social media users in the Philippines in 2021, an increase of 22% from
2020. The number of social media users in the Philippines was equivalent to
80.7% of the total population. The difference between internet users and social
media users implies that many Filipinos have multiple social media accounts. To
digital researchers, this likely means that some users engage in troll-like behavior
or that some social media accounts are fake and non-humans or bots.
The Philippines also used the Internet, social networking sites, and mobile
phones for their 2007 elections. Among others, Gabriela Women's Party (GWP)
was one of them. Given the limited funds for mass communication, the party
used new communication technologies, in particular, the Internet and social
networking sites like YouTube and Friendster, and its website, to augment
traditional campaign techniques. The (GWP) won two seats, making it the first
and only women's group in the country to attain such a feat in the party list
group contest (Karan et al., 2009).
The 2016 presidential contest is considered the first "social media
election" in the Philippines. At the same time, it remains unclear if or how social
media helped Rodrigo Duterte mobilize voters to gain victory. There are three
main social media campaigning models: broadcast, grassroots, and self-
actualizing. Analysis of twenty million activities and 39,942 randomly sampled
comments across the official Facebook pages of key presidential candidates
support the grassroots model as Duterte's profile was the most engaged, even if
Duterte himself was not actively engaged (Sinpeng et al., 2020).
The critical debate in the 2016 elections is whether social media helped
Duterte win. In one study, an analysis of Facebook activities and comments on
the public pages of the five major presidential candidates—Roxas, Poe, Santiago,
Duterte, and Binay—confirms that Duterte's online fans were the most active,
engaged, and networked. Moreover, a careful analysis confirms that Duterte's
social media fans were uniquely zealous, aggressive, and unrelenting in their
support for their candidate and their criticism of his opponents. This type of
digital behavior seems consistent with the actions of paid trolls and influencers.
Indeed, there was already ample evidence that at least some of the pro-Duterte
social media traffic was generated by influencers, bots, and foreign entities
(Sinpeng et al., 2021).
The intensity of the use of social media reflects the perceptions and
feelings of participants. The feeling of lousy treatment became the driving force
to some OFWs in voting for Duterte. Many participants perceived that only
Duterte could usher in desired changes, as shown by their multiple sharing of
images containing the battle cry of the Duterte campaign, “Change is Coming."
While some articles were shared full of acts and figures intended to influence the
analytical mind, most of the campaign materials posted and shared were brief
and appealing mainly to emotions. Judging from the quantity and the content of
materials shared, they are mainly designed to target the affective level of voters.
This is an effective strategy, as validated by the finding that the majority of the
participants admitted that they were influenced by the images posted. Facebook
also believes that social media is a determining factor in the campaign. The
perception that social media benefits a candidate is shared by the supporters of
all candidates who believe that social media is a determining factor in the result
of the campaign (Almarez & Malawani, 2016).
Social media has given rise to entirely new forms of action and interaction
that can only happen in a digitally networked space, such as online petitions or
commenting on politicians' posts. Social networks allow for non-institutionalized
and horizontal modes of engagement, often favored by young adults (Sloam,
2014). Since such forms of political engagement only exist and can be exercised
within social media, they also have to be treated as a separate subdimension of
political engagement. Overall, the various forms of employment can be either
standardized or non-institutionalized. This distinction is relevant because "young
adults are disproportionately more likely to participate through non-
institutionalized means." (Weiss, 2020), particularly in the online world. This is by
no means a new insight. For decades, scholars have bemoaned a participation
gap between younger and older individuals, as "in almost every election, young
people are the least likely to vote, and these participation rates are continuously
declining" (Quintelier, 2007).
In modern democracies, voters are found aligned or identified with a
political party. Electorates identify themselves to a party, and these partisan
loyalties influence the voting choice (Batara et al., 2021). Thus, in this case, the
voting choice is determined by the voters' feelings toward the political party of
the candidate (Sarlamanov & Jovanoski, 2014). Certain scholars agreed that
those who strongly preferred a party was more stable and predictable than
voters who moderately identified with a party or were independent in voting
patterns (Lachat, 2015).
Murcia and Guerrero's (2016) study on characterizing the political cynicism
of first-time voters for the 2016 Philippine election examined the preferred
bundle of attributes of the next Philippine President to be voted in May 2016.
Four hundred first-time voters in Padada, Davao del Sur, Philippines, were used
as data sources. An experimental choice modeling technique using conjoint
analysis was used to determine utility estimates of attributes in choosing the
next President, i.e., educational background, political experience, personality,
and primary platform. According to the analysis of the four criteria, a Presidential
candidate's experience is an essential attribute of a 2016 Philippine president
selected by first-time voters. The ideal Presidential candidate is an economist by
profession with elected official experience, a liberal demeanor, and a focus on
economic growth. The study, however, focuses on first-time voters considered

idealists and should not be interpreted as an ultimate foundation for the
Philippines' final election results.
Young adults' voting decisions are influenced by knowledge of where and
how to vote, candidate details, confidence, and social motivation (Glasford,
2008). According to Sears and Levy (2003), political socialization is an early and
persistent examination of young people's processes and mechanisms.
According to Ace Project (n.d.), voter education can substantially impact
integrity. In addition to the dissemination of balanced and objective information
on what voters need to know to exercise their right to vote, such as what time
the polls open, on what day, the offices that are being contested, and how to
mark a valid ballot, voter education usually provides information about the
electoral process and why voting is important. In some countries, it is an integral
part of more extensive civic education programs they undertake to educate their
citizens. Voter education is supposed to be targeted at promoting the
participation of an informed and responsible citizenry. Voters must understand
their rights and responsibilities under their constitution and election law to fulfill
their obligations knowledgeably.
Furthermore, people rely on the media to make judgments (Aalberg &
Jenssen, 2007). Several previous studies have established the media's role as an
information source for young voters. Various information sources are evaluated
to measure the impact of online and offline media exposure on a candidate's
political engagement (Aldrich et al., 2016). The study of general elections must
allude to the media's role at the individual or community level, with changes in
the media environment capable of influencing a candidate's political behavior
(Prior, 2007).
Political interest has been defined in a variety of ways. It is seen as
motivational because interest is the foundation that spurs engagement with
politics (Luskin, 1990; Prior, 2010; Robison, 2017). Therefore, interest is a
catalyst that leads to political action. On the surface, this seems to make sense –
to do 'something,' and there needs to be a reason to do it.
The youths are interested in the political life around them and hold critical
views about the behavior of politicians and political candidates. Moreover, even
as they recognize the weaknesses and deficits in the political system, the youths
are interested in political participation, not just in voting but in other
engagements that support democracy and good government. A pattern of
apathy and disengagement with politics among the youth exists across much of
the world (Youniss et al., 2002). In the Philippines, the traditional perception that
Filipino youths are uninterested, if not apathetic, to politics remains
unchallenged.
Social media platforms disseminate political information, leading to various
engagement types, such as direct connections with individuals. As a result, this
platform enables the availability of information from many sources. Because of
its ease of access, the capability of mass creation, and the distribution of
material, social media offers more excellent benefits than other media types in
expanding a candidate's visibility. Social media platforms also share direct
political communication about candidates or parties (Bimberet al., 2015).
Political engagement, often also referred to as political participation, is
understood as "actions or activities by ordinary citizens that in some way are
directed toward influencing political outcomes in society" (Ekman & Amna,
2012). This entails a diverse repertoire ranging from traditional and non-
traditional forms of engagement to political consumerism (Skoric et al., 2016).
Political engagement can be conceptualized as individual and collective actions
(Adler & Goggin, 2005). In addition, formal political participation, such as voting
or party membership, and activism, which allows for influence in the political
decision-making process through protests, represent distinct dimensions of
political engagement (Ekman & Amna, 2012).
Political participation of the youth can thus take many forms ranging from
conventional democratic politics to a more creative, novel, and remarkably
distinctive contemporary generation, shaped and influenced by their specific
sociopolitical contexts and global social movements. Moreover, with the massive
penetration of cellular phones, the Internet, social networking sites, blogs, and
other ICT inventions in the everyday life of Filipinos, politically active youths have
used these technologies in their civic and political engagements (David, 2013).
Political information from social media impacts election participation,
particularly among young people. Campaigns can draw attention to issues that
are prerequisites for involvement. Previous studies have indicated that access to
social media policy information promotes political learning and impacts young
people's voting behavior (Bode, 2015; Biswas et al., 2014). Direct online
engagement with political actors triggers electoral effects among people in the
United States and the United Kingdom (Aldrich et al., 2016). In contrast, social
media posts affect election decisions among young voters in the Scottish
Referendum 2014. Facebook, a popular social media tool among students,
significantly influenced their voting intentions; it was discovered that they
favored a representative student group based on what their peers thought
(Chininga et al., 2019).
Users can receive political information via social media platforms in several
different ways, i.e., by mainly following news media, subscribing to information
from political actors, or accidental exposure to political content shared by others.
Direct political communication (i.e., regular newsfeed posts or paid, personalized
advertising stemming from political actors) is a unique characteristic of social
media platforms (Bimber, 2014).
Some voters concerned about making the right decision must rely on
multiple sources of information, such as media and social media. A social media
strategy influences voters through brief word-of-mouth transmission (Pancer &
Poole, 2016). According to Sinclair (2012), social networks impact voter choice.
Individuals aim to select a candidate with the backing of their conversation
partners (Ryan, 2010). Meanwhile, Ryan (2011) observed that social networks
provide citizens with vital information shortcuts based on their unique

judgments. Weak social network linkages offer new information, expose people
to other political viewpoints, and encourage engagement (Rosset, 2014).
According to Gunitsky (2015), voters may make decisions in the face of
ambiguity as a product of social media. The advancement of internet technology
has made it a source of policy knowledge and a forum for discourse. Social
networks connect individuals worldwide and disrupt traditional communication
systems, impacting their political lives. In a political environment, social media
competes with conventional media (Waddell, 2009). In the 2008 U.S. presidential
election, began using social media platforms such as Facebook and Twitter to
carry out campaigns (Woolley et al., 2010). Because young people prefer to
obtain political information via the Internet, it can potentially increase youth
interest in the democratic process (Gennaro & Dutton, 2006).
Online political talks have a significant and positive effect on voting
decisions, which signifies that the more often individuals discuss with people
through social media, the higher the tendency to vote (Aldrich et al., 2016). It is
possible to engage with media interaction for consumer needs in the objectivity
of media performance (Bradshaw et al., 2019). Political talks reinforce the daily
frequency of using social media in seeking information; however, further studies
are required to incorporate aspects of media trust (Kim & Choi, 2017).
Studies investigating mobilizing effects of social media use during an
election campaign are primarily based on activities that voters perform on these
platforms, such as publishing, sharing, or discussing content (Holt et al., 2013;

Kahne et al., 2013). Social endorsements (such as recommendations, reactions,
or comments) accompany most news feed items on social media (Messing &
Westwood, 2014). One of the few studies that specifically compare media
channels finds that social media use has a more substantial effect on the
Swedish population's campaign participation than other news websites
(Dimitrova et al., 2014).
Social media platforms are a special place for information exposure
regarding how users can access political information and the characteristics of
the content they are exposed to. These differences in access and content
distinguish platforms like Facebook and Twitter from traditional offline media or
online sources (e.g., news websites, political blogs, and party websites).
Research could establish strong mobilizing effects of social media use on political
participation in non-election times (Ekström & Shehata, 2016; Kahne et al.,
2013; Quintelier, 2016; Tang & Lee, 2013; Theocharis, 2014; Xenos et al., 2014)
and on campaign participation (Baumgartner & Morris, 2010; Holt et al., 2013).
Therefore, we know little about how the growing exposure to campaign
information on social media shapes young citizens' news diet and affects their
engagement with a campaign.
Social media use during an election campaign increases the chances of
being exposed to direct communication from political actors, either by following
their updates intentionally, being inadvertently exposed to messages shared by
network contacts, or through targeted advertising (Bimber, 2014; Bodó et al.,

2017). The new information environment they grew up in may also affect their
voting decision and, thereby, the fundament of a democratic society (Ohme et
al., 2018). This research contributes to the field by assessing the impact of social
media in understudied areas. There has been limited study on the influence of
social media on first-time voters in emerging democracies, where social media
use is quickly expanding. This study will help the researchers to learn more
about how vulnerable first-time voters are to social media as a source of political
information in general and to emerging forms of political communication in
particular, as well as to broaden our understanding of the use of social media in
politics. This research mainly focuses on the influence of social media on first-
time voters during the 2022 national elections.
Statement of the Problem
This research has a chief concern regarding the influence of social media
on first-time voters in the 2022 National Elections. To obtain all the essential
knowledge, data, and information, this research sought to answer the following
questions:
1. What is the profile of the students in terms of:
a. sex;
b. religion;
c. monthly family income; and

d. most used social media platform during the 2022 national
elections?
2. What is the influence of social media among first-time voters in terms
of:
a. voting behavior;
b. political participation;
c. voters’ education; and
d. political interest?
3. Is there a significant relationship between the profile of the students
and the influence of social media among first-time voters?
Null Hypothesis
Based on the problems stated, researchers decided to hypothesize that
there is no significant relationship between the profile of the students and the
influence of social media among first-time voters.
Theoretical Framework
The theoretical underpinning of this study is the Agenda-Setting Theory
(1972), Uses and Gratifications (1940's), Media Dependency Theory (1976), and
System Justification Theory (1994).

Today's political communication environment is the convergence of media
organizations' content selection and framing decisions, individuals and
organizations with agendas to promote, technological capabilities of
communication platforms to distribute and retrieve messages, audiences
motivated to seek information, and laws governing election campaign policy.
Understanding the political communication environment relies on knowledge of
these variables (Fortunato & Shannon, 2016).
The agenda-setting theoretical model is intended to capture media
decision-making effects. The core concept of agenda-setting research inspired by
McCombs and Shaw is the transfer of topic salience from the media plan to the
public agenda. The original agenda-setting study by McCombs and Shaw found
that the amount of media exposure to a topic influences the public salience of
that topic. Repeated media exposure causes the public to deem a topic important
and allows it to transfer from the media plan to the public agenda. Because of
the limits of media time and space, topics compete to be a part of the media
agenda, with the theory implying that the lack of media exposure given to a
topic hinders the opportunity for that topic to become an item of importance on
the public agenda (McCombs, 2002).
According to the dual-process models of attitude change (Petty &
Cacioppo, 1986), these changes will vary depending on the effort citizens employ
in the cognitive processing of the information. They will either make a memory-
based decision by drawing on the most easily accessible information they have—
frequency and recency of information exposure would then determine the
magnitude and direction of persuasive effects, which will, however, probably be
relatively short-lived —or they will perform online processing of the newly
acquired information. That is, they will elaborate on the message and evaluate it
against their existing system of knowledge and opinion before adopting a new
position (or not). This attitude change is assumed to be more stable and likely to
translate into a change of (voting) behavior.
Until the 1990s, almost every article about the theory included a
reiteration of the agenda-setting mantra—the media are not very successful in
telling us what to think. However, they are stunningly successful in telling us
what to think about. In other words, the media make some issues more salient.
Social Media can influence the way we think. This specific process is called
framing. The media frame is the central organizing idea for news content that
supplies a context and suggests what the issue is through selection, emphasis,
exclusion, and elaboration. These indicate that the media not only sets the
agenda for what matters, events or candidates are the most important but also
transfers the salience of specific attributes belonging to those potential objects of
interest.
Framing effects and bounded rationality imply that election campaigns
may be an essential determinant of election outcomes. The agenda-setting
function is, thus, summarized as a process in which the media can influence the
topics the public thinks about and the attributes of that topic that they deem
essential. Similar to mere exposure to some issues, social media provide an
opportunity for a more expansive conversation about topic attributes with more
aspects of a topic able to be discussed.
This theory is more about the media not telling us what to think but what
to think about. The press will not tell people what to think about a particular
issue, but it will tell people which issues to talk about, and the audience is
listening. They are not necessarily entirely passive.
This theory is relevant in this study as it determines the meaningful
relationship between how often and to what extent the media covered a news
story and the degree to which the public perceived an issue to be necessary.
Framing encourages the public to believe a problem is essential, shaping political
policies.
Uses and Gratifications Theory states that to understand the reason why
and how people dynamically seek out particular media to satisfy specific needs.
It seeks to understand why people seek out the media that they do and how
they use it. It is a way of understanding why and how people look for specific
media to satisfy their needs, such as knowledge, relaxation, social interaction,
and diversion (Turney, 2016). This theory supports the idea of how social media
as a source of information are used to satisfy people's needs for information
related to political events and campaigns.
Sandra Ball-Rokeach and Melvin DeFleur's Media Dependency Theory
(1976) is based on the Uses and Gratifications Theory and ties with the Agenda-
Setting Theory. This theory states that the more dependent an individual is on
the media for having their needs fulfilled, the more influential the media will be
to that person. Uses and Gratifications identify how people use and become
dependent upon media. The Media Dependency Theory states that the more a
person becomes dependent on the media to fulfill needs, the more media will
become critical to that individual. The media will also have much more influence
and power over that individual. This theory is relevant to this study because it
predicts a correlation between media dependence, the importance of social
media to a certain person, and the influence of social media.
System Justification Theory attempts to explain why members of
disadvantaged groups may become accepting of their poor position (Jost &
Banaji, 1994). It captures social and psychological needs to support the status
quo and see it as good, fair, natural, desirable, and inevitable. Jost and Hunyady
(2003) explain that rationalization of the status quo, internalization of inequality,
relations among ego, group, and system justification motives, and reduction of
ideological dissonance are some of the underpinnings of system justification
among members of a disadvantaged group. Several hypotheses exist regarding
how or why members of underprivileged groups come to rationalize the status
quo. One such idea poses that people will justify the status quo by judging likely
events as more desirable than unlikely events, regardless of whether the
circumstances are initially defined as attractive or unattractive (Kay et al., 2002).

In addition, Haines and Jost (2000) argue that members of a marginalized
group are likely to rationalize the status quo by providing pseudo-explanations
for power differences between groups that will increase the use of stereotypes to
explain discrepancies and lead members of disadvantaged groups to express
more positive affect concerning their situation. This hypothesis stresses that
system justification serves as a way for members of underprivileged groups to
cope with and feel better about their social standing. Similarly, others have
demonstrated the role of perceived powerlessness as an underlying factor
system justifying beliefs among the disadvantaged (Toorn et al., 2015). System
Justification Theory's relevance is understanding how and why people accept and
maintain the social systems that affect them. People are motivated in various
ways to justify and rationalize the social, economic, and political systems on
which they depend. According to System Justification Theory, people want to
hold favorable attitudes about themselves and their groups and have good
attitudes about the overarching social order. This may influence the behavior of
voters in terms of choosing a political party that shares the same value, which
voters hold a positive attitude and feel that the party they depend on is
legitimate and desirable.
Conceptual Framework
This research used the Casual Research Model to determine the
influence of social media on first-time voters in the 2022 national elections.

The independent variable was the profile of the students in terms of sex,
religion, monthly family income, and the most used social media platform during
the 2022 national elections, while the dependent variable was the first-time
voters' voting behavior, political participation, voters' education, and political
interest.
Conceptual Paradigm
Independent Variable Dependent Variable
The profile of the students in
terms of:
Influence of social media among
a. sex;
first-time voters in terms of
b. religion;
voting behavior, political
c. monthly family
participation, voters' education,
income; and
and political interest.
d. most used social
media platform during
the 2022 national
elections.
Figure 1. The Conceptual Paradigm of the study shows the Independent and
Dependent variables used in the study.
Scope and Delimitations of the Study
This study is conducted at Urdaneta City University, and the primary
respondents of the study were first-time voters at Urdaneta City University from
June 2022 onwards. This research primarily focused on finding out the influence
of social media on first-time voters in the 2022 national elections. Recent studies
and research is used as a reference in finding out the significant effect of social
media on the voting decisions of first-time voters.
Significance of the Study
Pursuing this study regarding the influence of social media among first-
time voters during the 2022 national elections shall provide significant benefits to
the following:
University. This study will help the institution expand the students'
knowledge in media and information literacy regarding the use of social media as
a source of political information.
Community. This study will provide information on how social media
influences first-time voters. The result will enable them to improve their criticism
of a particular candidate and help them choose whom to vote for.
First-Time Voters. This study can give valuable interactions, especially
with those voting for the first time, and should be perceived as something other
than a homogenous, monolithic entity, especially regarding political campaigns.
Future Researchers. This study can give them a guide and enlarge their
knowledge regarding the influence of social media on elections.
Definition of Terms
For clarification, the essential terms used in this study have been lexically
and operationally defined. This will also allow the readers to comprehend the
information presented in the subsequent chapters.
First-Time Voters. First-time voters represent individuals who have
never voted in elections. In this study, it refers to young people who reached the
voting age and therefore are facing their first opportunity to vote in the national
elections.
Social Media. According to Oxford Languages, social media is defined as
websites and applications that enable users to create and share content or to
participate in social networking. In this study, social media is a communication
platform like Facebook, Instagram, Twitter, TikTok, and YouTube that seeks to
change or influence voters' political beliefs.
Voting Behavior. Voting behavior pertains to voting as a political
behavior that social media can influence. Voting behavior results either in
support for political candidates or abstention from the voting process.
Political Participation. Political participation refers to the engagement
of first-time voters in online and offline political activities such as posting,
commenting, and sharing or voting in elections, helping a political campaign,
petitioning, protesting, and joining a campaign rally.
Voter Education. Voter education involves providing information on who
is eligible to vote; where and how to register; how electors can check the voter
lists to ensure they have been duly included; what type of elections are being
held; where, when, and how to vote; who the candidates are; and how to file
complaints.
Political Interest. Political interest catalyzes political action. It is seen to
be motivational because interest is the foundation that spurs engagement with
politics.
Chapter 2
Methodology
This chapter discusses the research methods and the study's making. It
includes the research design, study subjects, sampling scheme, data gathering
instrument, collection of data, and statistical treatment of data.
Research Design
To arrive at reliable and accurate data and correct interpretation,
quantitative research was used as a method. This study used a descriptive-
quantitative research design. Descriptive is a quantitative research method that
attempts to collect quantifiable information for statistical analysis of the
population sample. It is a popular market research tool that allows us to collect
and describe the demographic segment's nature (Siedlecki, 2020). The data
gathered provided the foundation for this study's data analysis.
Population and Locale of the Study
The study was implemented at Urdaneta City University, located at One
San Vicente West, Urdaneta City, Pangasinan. The respondents were the
students of Urdaneta City University who voted for the first time in the 2022
national elections. The research determined if social media influences first-time
voters during the 2022 national elections. This study used simple random
sampling to determine the respondents among the probability sampling
techniques. The number of respondents was determined using Slovin's Formula.
Data Gathering Tool
This research study generated the data through a survey questionnaire, a
method of collecting data using an instrument consisting of a sequence of survey
statements to elicit individuals' responses. The survey questionnaire was divided
into two parts. The first part of the survey questionnaire is the profile of the
respondents in terms of (a) sex, (b) religion, (c) monthly family income, and (d)
the most used social media platform during the 2022 national elections. At the
same time, the second part of the survey questionnaire measured the influence
of social media on first-time voters' Voting Behavior, Political Participation,
Voters’ education, and Political interest. According to the data from the Philippine
Institute for Development Studies (PIDS), 2022, the income classes for an
average household of five are as follows:
Income classification Monthly income

Rich At least ₱219,140 and up
High Income (but not rich) Between ₱131,484 to ₱219,140
Upper Middle Income Between ₱76,669 to ₱131,484
Middle Class Between ₱43,828 to ₱76,669
Lower Middle Class Between ₱21,194 to ₱43,828
Low Income (but not poor) Between ₱9,520 to ₱21,194
Poor Less than ₱10,957
Figure 2. Social Classes in the Philippines

Statements were used in the questions, and respondents must indicate
how much they agreed or disagreed with each assertion. The items used to
measure the variables are calculated on a five-point Likert scale ranging from
Strongly Agree, Moderately Agree, Agree, Disagree, and Strongly Disagree.
Data Gathering Procedure
The data were gathered through a survey questionnaire. The researchers
used Google Forms to administer the survey questionnaire to the respondents.
The necessary profile was included in the survey to be answered by the
respondents. The survey questionnaire was formulated for administering to the
respondents.
After the formulation of the instrument, a letter addressed to the
respondents to ask permission to administer the survey questionnaire was made.
The researchers stated the importance of their response to the study. The
researchers requested the respondents to answer with all honesty. Upon
permission, the researchers administered the survey questionnaire and retrieved
them at once for analysis.
Statistical Treatment of Data
The researchers used the following statistical tool to come up with a
definite conclusion regarding this study. The Frequency Distribution and

Percentage, Weighted Mean, and Pearson Correlation Coefficient were used to
interpret data.
To respond to problem statement number 1 regarding the demographic
profile of the respondents, the frequency distribution and percentage were used.
Identifying the highest rate of cases from the respondent's profile: sex, religion,
monthly family income, and most used social media platform during the 2022
national elections.
f
%= × 100
n
where:
% - percentage
f - frequency
n - total number of respondents
For determining the influence of social media on first-time voters in terms
of their: a.) Voting behavior; b.) Political participation; c.) Voter's Education; and
d.) Political interest, the average weighted mean was utilized. The formula is
shown here.
AWM=
∑ fw
n
where:
AWM - average weighted mean
f - frequency
w - weight of each case
n - number of respondents
The five-point scale was used to interpret the mean of the data for the
second research problem. The scale is shown below.
Average Weighted Mean Descriptive Equivalence
4.50 – 5.00 Strongly Agree
3.50 – 4.49 Moderately Agree
2.50 – 3.49 Agree
1.50 – 2.49 Disagree
1.0 – 1.49 Strongly Disagree
The Pearson Correlation Coefficient formula was used to determine the
significant relationship between the profile of the respondents and the influence
of social media among first-time voters. It also helps to determine if the
researchers need to reject the null hypothesis or accept the alternate view. The
formula for Pearson Correlation Coefficient is the following:
r=n∑xy-(∑x)(∑y)n∑x2-(∑x)2[n∑y2-(∑y)2]
where:
r - the Pearson correlation coefficient
n - sample size
∑xy - sum of the product of x and y variables
∑x - sum of the x variable
∑y - sum of the y variable
∑x2 - sum of the squared x variable
∑y2 - sum of the squared y variable
Ethical Considerations
The researchers conducted the study, ensuring they followed the
appropriate research guidelines and ethical considerations. The researchers
ensured that the participants are not subjected to harm in any way. The
voluntary participation of respondents in the research is essential. Moreover,
participants have the right to withdraw from the study at any stage if they wish
to do so. The researchers provided sufficient information and assurances about
participating to allow individuals to understand the implications of participation
and to reach a fully informed, considered, and freely given decision about
whether or not to do so without the exercise of any pressure or coercion. The
protection of the privacy of research participants was ensured. The
confidentiality and anonymity of respondents are of paramount importance. The
researchers acknowledged the works of other authors used in any part of the
research using the APA 7th Edition referencing system. Also, the researchers
maintained the highest level of objectivity in discussions and analyses throughout
the research.
Chapter 3
Results and Discussions
In this part of the research work are the analyses of data gathered with
the use of appropriate statistical tools. Also, the presentation and discussion of
the results are supported by the related literature and other studies. All these
were done to answer the problem raised and verify the hypotheses formulated in
the study.
Profile of the Respondents
Table 1 shows the respondents' profiles in terms of sex, religion, monthly
family income, and most used social media platform during the 2022 national
elections. Also, it presents the frequency (f) count and percentage (%)
equivalent of different profile variables in each category.
Sex. Table 1 shows the proportion of male and female respondents who
are all students in Urdaneta City University, showing 183 or 49.1% males and
190 or 50.9% females. This implied that there are more female first-time voters
than male voters who are highly interested in participating in this study at
Urdaneta City University.

Religion. The table presents that the majority of the respondents
according to their religion belong to the Roman Catholic with 212 (56.8%)
followed by the Born Again Christian with 73 (19.6%), Iglesia ni Cristo with 41
(11.0%), Baptist and Pentecostal with both 15 (4.0%), Seventh Day Adventist
with 6
32
(1.6%), and Protestant with 4 (1.1%). At the same time, other respondents
belong to the other religions with 7 (1.9%).
Table 1
Profile of the Respondents
n=373
Category Criteria Frequency Percentage
Sex Male 183 49.1%
Female 190 50.9%
Religion Baptist 15 4.0%
Born Again Christian 73 19.6%
Iglesia ni Cristo 41 11.0%
Pentecostal 15 4.0%
Protestant 4 1.1%
Roman Catholic 212 56.8%
Seventh Day Adventist 6 1.6%
Others 7 1.9%
Monthly Family Income Less than Php 10,957 222 59.5%
Php 10,959-Php 21,914 65 17.4%
Php 21,915-Php 43,828 53 14.2%
Php 43,829-Php 76,699 25 6.7%
Php 76,700-Php 7 1.9%
131,484
Php 131,485-Php
219,140
Php 219,140 and above 1 .3%
Most used social media Facebook 254 68.1%
platform used during
the 2022 national
elections
Instagram 9 2.4%
TikTok 57 15.3%
YouTube 29 7.8%
Twitter 22 5.9%
33
Others 2 .5%
Monthly Family Income. The data shows that 222 (59.5%) of the
respondents have less than Php 10,957 monthly family income, 65 (17.4%) of
them have Php 10, 958 to Php 21, 914 monthly family income, 53 (14.2%) have
Php 21, 915 to Php 43, 828 monthly family income, 25 (6.7%) of them have Php
43,829 to Php 76, 699 monthly family income, 7 (1.9%) of them has an income
of Php 76, 700 to Php 131, 484 monthly family income and 1 (.3%) who has Php
219, 140 and above monthly family income. This implies that more than half of
the respondents' monthly family income is classified as low income earners
according to the income classes from the Philippine Institute for Development
Studies (PIDS). Among voting resources, income has been thought to play an
especially important role. Indeed, foundational models of voting behavior place
income as a core resource—along with time and skills (Akee et al., 2018).
Most Used Social Media Platform during the 2022 National
Elections. Table 1 indicates that the majority of the respondents used Facebook
during the 2022 national elections with 254 (68.1%). Fifty-seven (15.3%) of
them are using TikTok, 29 (7.8%) of them are using YouTube, 22 (5.9%) of
them are using Twitter and 2 (.5%) of them are using other social media
platforms.
This implies that the first-time voters in Urdaneta City University preferred
using Facebook for political information during the 2022 election campaign. The
34
respondents primarily rely for political information on facebook due to its
accessibility, interactivity, and diverse of options.
Influence of Social Media among First-Time Voters

in terms of Voting Behavior, Political
Participation, Voters’ Education,
and Political Interest
Tables 2-5 illustrate the influence of social media on first-time voters in
terms of voting behavior, political participation, voters’ education, and political
interest with corresponding weighted mean (WM) and descriptive equivalent
(DE) of each category.
Table 2
Influence of Social Media among First-Time Voters in terms of Voting
Behavior
N=373
Indicators Weighted Descriptive
Mean Equivalent
1. Social media motivate people to 3.90 Moderately
keenly observe the candidates' Agree
platforms.
2. Social media help take logical 3.76 Moderately
decisions towards choosing the best Agree
political candidates.
3. Social media provide knowledge and 3.82 Moderately
political learning. Agree
4. Social media offer political 3.79 Moderately
information that further influence Agree
involvement in elections.
5. Social media affect voters’ political 3.87 Moderately
preferences. Agree
Overall Weighted Mean 3.83 Moderately
Agree
35
Legend:
Mean Scale Range Descriptive Equivalent

4.50 – 5.00 Strongly Agree (SA)
3.50 – 4.49 Moderately Agree (MA)
2.50 – 3.49 Agree (A)
1.50 – 2.49 Disagree (D)
1.0 – 1.49 Strongly Disagree (SD)
Table 2 shows the results of respondents’ responses to the influence of
social media on first-time voters in terms of voting behavior. The table shows
that the majority of the respondents moderately agreed that there is an influence
of social media on first-time voters' voting behavior, with an overall weighted
mean of 3.83 with a descriptive equivalent of moderately agree. The result
implies that social media is highly influential among first-time voters in political
decision-making. This can be argued that social media help first-time voters
select the right and highly effective candidate during an election campaign.
Indicator number 1 got the highest weighted mean of 3.90 with a
descriptive equivalent of moderately agree, which pertains to social media
motivate people to keenly observe the candidates' platforms. Due to the
increasing reliance of Filipinos on social media and the face-to-face restrictions
associated with the pandemic, voters, especially first-time voters, anticipated the
platforms of political candidates during presidential debates online (Arugay,
2022).
36
Followed by indicator number 5, with a 3.87 weighted mean and a
descriptive equivalent of moderately agree, which pertains to social media affect
voters' political preferences. The impact of reach of social media algorithms
affect the voter’s preferences because it creates the work of delivering contents
based on what you want or prefer and weeding out contents that is deemed
irrelevant. Social media provide contents that increase or decrease first-time
voters' political interest and affects voters' political preferences. The political
attitudes of first-time voters are highly affected because of the available
information in social media, which arouses or discourages political attitudes and
preferences. According to Statista Research Department (2021), the statistic
shows the results of a survey conducted from September 1 to 7, 2018, about
social media use and its impact on political views in the Philippines. During the
period examined, 71 percent of the respondents from the Visayas region claimed
to have changed their political views because of something they saw on social
media.
Third is indicator number 3, with a 3.82 weighted mean and descriptive
equivalent of moderately agree, which pertains to social media provide
knowledge and political learning. This result is supported by the study of
Inyaswati et al. (2021), which indicates that using social media positively affects
political knowledge through mediated political discussions on the online network.
The more students use social media to discuss political issues, the higher their
knowledge. Therefore, social media research as an outlet of political information

37
for enhancing political knowledge among students was greatly enriched by this
effort.
Fourth is indicator number 4, with a 3.79 weighted mean and descriptive
equivalent of moderately agree, which pertains to social media offers political
information that further influence involvement in elections. Political information
from social media influences their involvement in elections, especially among
young people. Campaigns can increase attention on topics that serve as the
precondition for participation. Previous studies found that access to social media
policy knowledge offers political learning and influences voting behavior among
young people (Bode, 2015).
While indicator number 2 got the lowest weighted mean of 3.76 and with
a descriptive equivalent of moderately agree, which pertains to social media help
take logical decisions towards choosing the best political candidates. Social
media help first-time voters to critically analyze their political ideologies and
opinions in choosing the best political candidate. Many factors influence the
voting behavior of first-time voters such as leader’s qualities, trust, services
expectation, policies and other information. Social media made this information
available to the first-time voters and they can make logical decisions about
voting to the right candidates.
This result is parallel to the study of Karamat and Farooq (2020) that
citizens can gather needed information and knowledge about the political
candidates on social media, which helps them to make voting decisions. If

38
citizens like a party's policies and political commitments, they can make a great
tendency among them to vote for the party.
Table 3
Influence of Social Media among First-Time Voters in terms of
Political Participation
N=373
Mean Equivalent
1. Social media encourage people to 3.87 Moderately
vote. Agree
2. Social media offer a platform for 3.70 Moderately
engagement and political conversation. Agree
3. Social media influence political 3.79 Moderately
campaigns by providing publication Agree
materials.
4. Social media provide a platform to 3.73 Moderately
actively react to candidates' posts and Agree
campaigns.
5. Social media attract participation in 3.76 Moderately
political activities, campaigns, and Agree
political advocacies.
Agree
Legend:
2.50 – 3.49 Agree (A)
1.50 – 2.49 Disagree (D)
Table 3 shows the results of respondents' responses to the influence of
social media on first-time voters in terms of political participation. Table 3 shows

39
that most respondents moderately agreed that social media has a significant
impact on the political participation of first-time voters, with a 3.77 overall
weighted mean with a descriptive equivalent of moderately agree. Social media
is playing a significant role in ensuring the political participation among first-time
voters by disseminating information, ideas, suggestions and opinions on political
activities and issues. Such facilities for argumentation and criticism on peers and
groups have increased the interest of first-time voters in political participation.
This implies that social media is also a great place for first-time voters to share
personal ideas and concepts. This also provides a facility for group discussion
that will help to make the right political decision.
encouraging people to vote. Social media is an effective platform that is
persuasive, and often works to change or influence political views and beliefs
which leads voters to participate in voting in election. Social media politicians can
directly connect with young voters, motivating them to participate in political
activities and voting (Piyathissa & Ratnayake, 2019). The results show that social
media plays an effective role in enhancing first-time voters' participation in voting
Followed by indicator number 3, with a 3.79 weighted mean and
influence political campaigns by providing publication materials. This is supported
by the study of Vonderschmitt (2012), who finds out that Facebook allows
40
campaigns to create a dialogue and extend the campaign's reach with the ability
to add donation and volunteer functions. Facebook also offers targeted ads and
promotional capabilities to help reach more constituents with the ability to
measure how helpful the site is. Twitter allows candidates and campaigns to
keep users up-to-date with short messages, which humanizes the candidate and
offers another way for citizens to get involved and connect in democracy. Social
media may have changed the way news breaks, but YouTube has changed how
a culture hears the news, providing a platform to post and watch videos
repeatedly.
equivalent of moderately agree, which pertains to social media attract
participation in political activities, campaigns and political advocacies. Social
media play a vital role in sharing information, ideas, opinions, concepts, and
suggestions that influence youth to participate in political activities. This result is
parallel to the study of Dimitrova et al. (2014), who argued that social media
greatly impacts political participation. Booth et al., (2020) also maintained that
youth participate in politics through social media because they can share
personal opinions.
equivalent of moderately agree, which pertains to social media provide a
platform to actively react to a candidates' posts and campaigns. Reacting to a
candidates’ post does not actually signify engagement. Reaction can be done
41
without much thinking. While, engagement in political discussion requires critical
thinking to analyze situations to participate in political conversation.
This is supported by the study of Heiss et al. (2019), who refer to
engagement as how social media users can provide feedback to political actors
utilizing functionalities such as liking, sharing, and commenting. Candidates with
more significant followers are advantaged in terms of engagement, as they have
greater opportunities to earn engagement from their existing audience.
While indicator number 2 got the lowest weighted mean of 3.70 and with
a descriptive equivalent of moderately agree, which pertains to social media offer
a platform for engagement and political conversation. Social media enables
politicians to communicate directly with the citizens and encourages citizens'
political participation in feedback via comments on social networking sites
(Fatema et al., 2022). The result proves the Agenda-Setting theory whereby the
news media led the public in assigning relative importance to various public
issues. Social media influence people's perception of what is essential,
acceptable, or desirable. Now that citizens are already a part of the agenda
setters who set it through their social media timeline and other platforms,
encourage social media users to participate in discussion and argumentation
(McCombs, 2002).
Table 4
Influence of Social Media among First-Time Voters in terms of
Voters’ Education
N=373
42

Mean Equivalent
1. Social media deliver information about 3.73 Moderately
the basic Right to Suffrage. Agree
2. Social media serve as a platform for 3.73 Moderately
information dissemination. Agree
3. Social media offer adequate information 3.59 Moderately
about political parties, policies, and Agree
candidates.
4. Social media help me understand the 3.69 Moderately
platforms of the electoral candidates. Agree
5. Social media serve as a platform for 3.62 Moderately
Commission on Elections (COMELEC) and Agree
the whole electoral process.
Agree
Legend:
2.50 – 3.49 Agree (A)
1.50 – 2.49 Disagree (D)
Table 4 shows the respondents' responses to the influence of social media
on first-time voters in terms of voters' education. Table 4 shows that the majority
of the respondents moderately agreed that social media has a significant
influence on the voters' education of first-time voters with a 3.66 overall
weighted mean with a descriptive equivalent of moderately agree. This result
implies that social media contribute on first-time voters education in the voting
process and highlights the changes and updates in voting procedures.
The table shows that indicator number 1 and 2 got the highest weighted
mean of 3.73 which pertains to social media deliver information about the basic
43
Right to Suffrage and social media serves as a platform for information
dissemination. Social media gives importance in promoting democracy and
people’s sovereignty on exercising the right to vote among first-time voters.
According to a survey conducted on digital news in the Philippines in 2022, 73
percent of the respondents in the Philippines used Facebook as a source of
news. Other popular sources of news from social media platforms were YouTube
and Facebook Messenger, which were used by 57 percent and 35 percent of
respondents, respectively (Statista Research Department, 2022).
Considering that face-to-face campaign during the 2022 national election
was challenging to implement, social media was utilized by the candidates for
their campaigns. Social media disseminate day-to-day information about the
candidates' campaigns and provide information about the fundamental right to
suffrage. The results confirm the Media Dependency theory that online political
talk serves as a mediation that strengthens the influence of social media use on
political knowledge, where the acquisition of knowledge is a cognitive effect of
media use.
Followed by indicator number 4 with a 3.69 weighted mean and
descriptive equivalent of moderately agree, which pertains to social media help
me understand the platforms of the candidates. Social media highlight the
candidates' platforms during political debates, which helps the voters understand
what the candidates will offer to the people once they are elected into office.
44
equivalent of moderately agree, which pertains to social media serve as a
platform for Commission on Elections (COMELEC) and the whole electoral
process.
Indicator number 3 got the lowest weighted mean of 3.59 with a
descriptive equivalent of moderately agree, which pertains to social media offer
adequate information about political parties, policies, and candidates. Social
media provide background information about the running candidates, such as
personal information, political experience, educational background, platforms,
advocacies, their political party, and the issues and controversy attached to
them.
Table 5
Influence of Social Media among First-Time Voters in terms of Political
Interest
N=373
Mean Equivalent
1. Social media raise questions about the 3.75 Moderately
political process and political system. Agree
2. Social media elevate social interaction 3.72 Moderately
about political topics. Agree
3. Social media build relationships 3.60 Moderately
between political candidates and voters. Agree
4. Social media allow individuals to create 3.77 Moderately
blogs, content, and forums that convey Agree
their own opinions and ideas about
political issues.
5. Social media increase an individual's 3.82 Moderately
exposure to political information and social Agree
mobilization.
45
Agree
Legend:
2.50 – 3.49 Agree (A)
1.50 – 2.49 Disagree (D)
Table 5 shows that the majority of the respondents moderately agreed
that social media influences first-time voters' political interest, with a 3.73 overall
weighted mean and a descriptive equivalent of moderately agree. This result
implies that social media affect the political interest of first-time voters which is
essential because interest in election among first-time voters is a great indicator
for political participation.
increase an individual's exposure to political information and social mobilization.
This is parallel to the study of Chaffee & Kanihan (2007); although the attention
given was lacking, days of exposure can accumulate into significant knowledge.
This opinion showed the importance of using social media as a conduit of
political information the student where social media is used daily by students.
Social mobilization is increasingly important as social media penetrates
every aspect of social life. The speed of mobilization has attracted much
attention because of its broad social influence (Wang et al., 2019).

46
Followed by indicator number 4, with a 3.77 weighted mean and
descriptive equivalent of moderately agree which, pertains to social media allow
individuals to create blogs, contents, and forums that they convey their own
opinions and ideas about political issues. Social media has become common for
users to share their political thoughts and opinions. This result is supported by
the study of Kaplan & Haenlein (2010), who mention that Facebook allows users
to post pictures, videos, and texts to be shared either with people added as
friends or publicly to people all over the world. Facebook users can interact
privately as well through instant messaging and also have the option to join
groups and follow pages according to their interests.
equivalent of moderately agree, which pertains to social media raise questions
about the political process and political system. The digitalization of almost every
aspect of civic life has brought forth a new constitutional moment. The hyper-
connectivity of people in the digital space has highlighted the importance of
constitutional rights such as free speech and press freedom. Indeed, the central
role of social media in contemporary society, particularly its ability to foster
community political engagement, has heightened appreciation for democracy
itself (Yusingco, 2021).
equivalent of moderately agree, which pertains to social media elevate social
interaction about political topics. It has been argued that some forms of social
47
media, such as news sharing, can strengthen social relationships and increase
social cohesion, which may be the driver for collective action and group
engagement (Goh et al., 2019).
While indicator number 3 got the lowest weighted mean of 3.60 with a
descriptive equivalent of moderately agree, which pertains to social media build
relationships between political actors and voters. It has been argued that
particularly social media can build new relationships between political actors and
young adults, enable social interaction about political topics, connect people,
enhance political opinion expression, equalize engagement, and generally foster
participation as well as boost voter turnout or contribute to social cohesion
(Boulianne et al., 2020).
The respondents of this study think that social media significantly impacts
their voting behavior, political participation, voters' education, and political
interest. First-time voters use social media to access available political
information about the candidates' platforms and make political decisions.
Moreover, social media motivate first-time voters to participate in voting and
engage in political discussions and criticisms. Available information about political
activities and day-to-day updates by the political leaders help the respondents
make the right decision to select the right and highly effective candidate during
the 2022 national elections. Respondents moderately agreed that social media
provide argumentation and criticism facilities to first-time voters. Such facilities
enhance the interest of youth in participating in political activities.

48
Significant Relationship between the Profile of the

Respondents and Influence of Social Media on
First-Time Voters in terms of Voting Behavior,
Political Participation, Voters’ Education,
and Political Interest
Table 8 shows the tabulations of the relationship between the profile of
the respondents and the influence of social media on first-time voters' voting
behavior, political participation, voters' education, and political interest.
Table 6
Relationship between the Profile of the Respondents and Influence of
Social Media on First-Time Voters’ Voting Behavior, Political
Participation, Voter’s Education, and Political Interest
Correlations
Voting Political Voter’s Political
Behavio Participation Education Interes
r t
Sex
Pearson Correlation 0.128* 0.138** 0.108* 0.134** Correlation

Sig. (2-tailed) 0.014 0.007 0.038 0.010 is
Significant
Religion
Pearson Correlation -0.096 -0.013 -0.061 -0.057 Correlation

Sig. (2-tailed) 0.063 0.801 0.243 0.276 is not
Significant
Monthly Family
Income
Pearson Correlation 0.368** 0.422** 0.404** 0.448** Correlation

49
Sig. (2-tailed) 0.000 0.000 0.000 0.000 is

Significant
Most used Social
Media Platform
during the 2022
National Elections
-0.079 -0.082 -0.059 -0.071 Correlation
Pearson Correlation 0.127 0.115 0.252 0.174 is not
Sig. (2-tailed) Significant
*
Correlation is significant at the 0.05 level (2-tailed).
**
Correlation is significant at the 0.01 level (2-tailed).
Table 6 shows the correlation between the profile of the respondents and
the influence of social media on first-time voters’ voting behavior, political
participation, voters’ education, and political interest. The analysis of multiple
variables correlation by the Pearson Correlation analysis helps to understand the
level of relationship between the dependent and independent variables.
Based on the table, it can be said that the profile variable sex has a
significant relationship with the influence of social media among first-time voters
in terms of voting behavior, political participation, voters’ education, and political
interest with point values of 0.014, 0.007, 0.038, and 0.010 respectively. The
profile variable monthly family income also has a significant relationship with the
influence of social media among first-time voters in terms of voting behavior,
political participation, voters’ education, and political interest with point values of
0.000, 0.000, 0.000, and 0.000, respectively. Therefore, the null hypothesis
between the profile variable "sex" and "monthly family income" and the influence
of social media among first-time voters is rejected. This implied that sex and
50
monthly family income is a significant factor in the voting decision of first-time
voters at Urdaneta City University.
However, the Pearson Correlation Analysis shows low results in the case
of the profile variable “religion” and “most used social media platform during the
2022 national elections” with point values greater than 0.05. Therefore, there is
no significant relationship between the profile variable “religion” and “most used
social media platform during the 2022 national elections” and the influence of
social media among first-time voters in terms of voting behavior, political
participation, voters' education, and political interest. Hence, the null hypothesis
between the profile variable “religion” and “most used social media platform
during the 2022 national elections” is accepted. This implied that the
respondents from Urdaneta City University think that religion and the most used
social media platform is not a significant factor in their voting decision.
This result is supported by Macapagal (2006), who mentioned that female
respondents perceived female politicians significantly more positively compared
to male respondents, when it comes to character traits. Male respondents
perceived male politicians more positively, but to a lesser degree compared to
female respondents. According to the study of Malawani (2016), the majority of
male and female participants think that social media is a determining factor in
the presidential campaign. As a determining factor, social media provides a good
campaign platform that brings to the voters the messages that a candidate
would like to relay to them in selling his candidacy.

51
UNICEF Gallup’s (2021) study stated that today's 15- to 24-year-olds
count on social media and other digital sources to stay informed, but this doesn't
mean they trust the information they get from them. Although young people rely
on social media and online sites to keep them informed about current events, of
all the institutions they are asked about, young people are the least likely to trust
social media platforms a lot to provide them with accurate information (Ray,
2021).
According to Hua (2021), to contextualize young people’s attitudes toward
digital and social media platforms, it is first important to understand where youth
receive their information. Nearly three in four respondents regularly receive
political information from digital sources, including social media platforms, cable
television networks, and podcasts. Among social media platforms, Facebook,
Instagram, and Twitter dominate, with over 30% of survey respondents using
Facebook to stay updated on current events, while Instagram (27%) and Twitter
(22%) were the next-most popular sources of news among social media
platforms. Other social media platforms like Snapchat and TikTok account for a
smaller share of where youth receive their news. Even though young Americans
regularly consume information and derive value from digital and social media
platforms, they also question their net impact on society. In particular, only a
quarter of youth indicates that social media has had a net positive impact on
American democracy. This statistic comes to as little surprise, particularly
following the increasing awareness of and discourse around concerns over digital
52
and social media platforms as vectors of misinformation, division, and
partisanship.
Respondents believe that social media has had deleterious effects at the
individual level. In particular, the Spring 2021 survey indicates that while a
significant proportion of youth believe social media has improved their ability to
express their political voice, over one-third of American youth believe social
media has had a net negative impact on their mental health. Despite
democratizing access to information and reducing barriers to political
participation, these platforms have continued to draw criticism for their inability
to contribute towards a thriving democracy and society.
Social media platforms - despite now being a more critical news resource
for most Americans than print newspapers - are universally not trusted as a
source of reliable information. But social media platforms have become a key
news pipeline - as noted in another study conducted by Pew in 2018, 68% of
Americans now get at least some news content via social media, with 43%
getting such from Facebook. So, despite Facebook now being a leading provider
of news content for the majority of people, it’s also the most distrusted news
source (Hutchinson, 2020).
Saleh’s (2021) study findings reveal the importance of social media as a
political information source for young people, however, trustworthiness in
political information has been discovered to be low. Youth has less trust in
political information sources on social media, other citizens, and political

53
institutions. Though young citizens also have less trust in political news in the
traditional media, surprisingly, it is higher than trustworthy social media. Mistrust
attitudes predict distrusting behaviors, such as disengagement of societal or
political activities as a reflection of political cynicism. Trust in political news on
social media alters when the public is of different age education, gender, and
economic status. It is plausible to assume that declining political news credibility
and increasing mistrust of political news online sources, confirmed by this study,
might negatively impact the public discourse and social capital and potentially
harm democratic transition.
Chapter 4
Findings, Conclusions, and Recommendations
This chapter shows the salient findings of the study based on the analysis
and interpretation of the data gathered, the study's relative findings, conclusions
made, and recommendations to address the influence of social media on first-
time voters.
Salient Findings
Given the problems in this study, the following are the study's findings.
54
1. The majority of the respondents are females with 190 or 50.9%
and males with 183 or 49.1% belong to the Roman Catholic with 212 or 56.8%
and the lowest of respondents belong to other religions with 7 or 1.9%. The
majority of the respondents have less than Php 10,957 monthly family income
with 222 (59.5%), 65 (17.4%) of them have Php 10, 958 to Php 21, 914 monthly
family income, 53 (14.2%) having Php 21, 915 to Php 43, 828 monthly family
income, 25 (6.7%) of them have Php 43,829 to Php 76, 699 monthly family
income, 7 (1.9%) of them has an income of Php 76, 700 to Php 131, 484
monthly family income and 1 (.3%) who has Php 219, 140 and above monthly
family income. Most of the respondents used Facebook during the 2022 national
elections with 254 (68.1%). Fifty-seven (15.3%) of them are using TikTok, 29
(7.8%) of them are using YouTube, 22 (5.9%) of them are using Twitter and 2
(.5%) of them are using other social media platforms.

54
2. Respondents moderately agreed that there is an influence of social
media on first-time voters in terms of their voting behavior with 3.83 overall
weighted mean, political participation 3.77 overall weighted mean, voters’
education with 3.66 overall weighted mean, and political interest with 3.73
overall weighted mean. All variables with the descriptive equivalent of
moderately agree.
3. Profile of the respondents on profile variables "sex" and "monthly
family income" have a significant relationship on the influence of social media
among first-time voters in terms of voting behavior, political participation, voters'
education, and political interest with a p— values lesser 0.05. However, the
profile variables “religion” and “most used social media platform during the 2022
national elections” have no significant relationship on the influence of social
media among first-time voters in terms of voting behavior, political participation,
voters’ education, and political interest with p— values greater than 0.05.
Conclusions
Based on the salient findings, the following conclusions are drawn:
1. The result implied that females are more active on social media
than males. The respondents belong to the lower income class, significantly
affecting their voting preferences. First-time voters use Facebook more regularly
than most social media platforms to consume available information about
political candidates.
55
2. Social media is an effective platform to pursue first-time voters to
participate in political and voting activities. Respondents are motivated by social
media to observe the platforms of political candidates and are encouraged by
social media to participate in the election. Moreover, the emergence of social
media has created new participation and dissemination platforms for first-time
voters.
3. The result implied that the profile variables “sex” and “monthly
family income” is a great factor which affects the voting decision process of the
first-time voters. While, profile variables “religion” and “most used social media
platform during the 2022 national elections” fails to have an impact on the voting
decision process among first-time voters. First-time voters increasing mistrust on
information found in social media has a significant influence on the profile
variables of the respondents.
Recommendations
From the findings and conclusion of the study, the researchers
recommend the following:
1. Further research should incorporate more profile variables like time
spent on social media, age, educational attainment, digital access, and other
social groups for a more in-depth study.
2. Conducting seminars in the university about digital media literacy
for first-time voters consuming civic and political information on social media to
56
make logical decisions in choosing the best political candidate for the next
election.
3. Mobilizing social media groups and pages of each department to
disseminate trusted political information and offer a platform in motivating the
students to engage in political discussions and criticisms.

57
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Appendices
Appendix A
Letter for Research Adviser
69
Appendix B
Letter for Language Editor

70
Appendix C
Letter for Statistician
71
Appendix D
Letter for Panelists
72
Appendix D
73
Appendix D
74
Appendix E
Letter for Validators
75
Appendix E
76
Appendix E
77
Appendix E
Letter for Validatos
78
Appendix F
Receipts
79
Appendix F
Receipts
80
Appendix F
Receipts
81
Appendix G
Grammarly Result
82
Appendix G
Grammarly Results
83
Appendix H
RForms
Form R1
84
Appendix H
Form R1
85
Appendix I
Form R2
p
86
Appendix I
Form R2
87
Appendix I
Form R2
88
Appendix I
Form R2
89
Appendix I
Form R2
90
Appendix I
Form R2
91
Appendix I
Form R2
92
Appendix I
Form R2
93
Appendix J
Form R3
94
Appendix J
Form R3
95
Appendix J
Form R3
96
Appendix J
Form R3
97
Appendix J
Form R3
98
Appendix J
Form R3
99
Appendix K
Form R4
100
Appendix K
Form R4
101
Appendix L
Survey Questionnaire
Social Media Influence on First-Time Voters in the 2022 National Elections
Name (Optional): __________ Date: __________
Part I. Profile of the Respondents
Direction: Please answer the questions accurately by putting a check (/) mark in the
box.
a. Sex:
 Male  Female
b. Religion:
 Baptist  Protestant
 Born Again Christian  Roman Catholic
 Iglesia ni Cristo  Seventh Day Adventist
 Pentecostal  Others_________(please specify)
c. Monthly Family Income:

 Less than ₱10,957  ₱76,700 – ₱131,484
 ₱10,958 – ₱21,914  ₱131,485 – ₱219,140
 ₱21,915 – ₱43,828  ₱219,141 and above
 ₱43,829 – ₱76,699
d. Most used social media platform during the 2022 National Elections:
 Facebook
 Instagram
 Twitter
 TikTok
 YouTube
 (Others Please Specify)______
102
Appendix L
Part II. Influence of Social Media to First Time Voters
Direction: Check (/) the box that corresponds to your level of agreement on the
Influence of Social Media on First-Time Voters in the 2022 National Elections.
Point Value
Literal Rating Mean Scale Description Rating

1 4.21-5.00 Strongly Agree
2 3.41-4.20 Moderately Agree
3 3.40-2.61 Agree
4 1.81-2.60 Disagree
5 1.00-1.80 Strongly Disagree
A. Voting Behavior - refers to voting as a political behavior that social media

can influence.
No. Indicators 5 4 3 2 1
1. Social media motivate people to vote to keenly
observe the candidates’ platforms.
2. Social media help take logical decisions towards
choosing the best political candidates.
3. Social media provide knowledge and political
learning.
4. Social media offers political information that
further influence involvement in elections.
5. Social media affect voters’ political preferences.
103
Appendix L
B. Political Participation-refers to the engagement of first-time voters in
online political activities such as posting, commenting, and sharing.
1. Social media encourage people to vote.
2. Social media offer a platform for engagement
and political conversation.
3. Social media influence political campaigns by
providing publication materials.
4. Social media provide platform to actively react to
candidates’ posts and campaigns.
5. Social media allow to participate in political
activities, campaigns and political advocacies.
C. Voter’s Education- involves providing information on who is eligible to vote;

where and how to register; how electors can check the voter lists to ensure
they have been duly included; what type of elections are being held; where,
when, and how to vote; who the candidates are; and how to file complaints.
1. Social media deliver information about the basic
Right to Suffrage.
2. Social media offer adequate information about
political parties, policies, and candidates.
3. Social media help me understand the platforms
of the electoral candidates.
4. Social media serve as a platform for Commission
on Elections and the whole electoral process.
5. Social media serve as a platform for information
dissemination.
103
Appendix L
104
Appendix L
D. Political Interest- It is seen as motivational because interest is the
foundation that spurs engagement with politics. Therefore, interest is a
catalyst that leads to political action.
1. Social media raise questions on political process
and political system.
2. Social media elevates social interaction about
political topics.
3. Social media build relationships between Political
actors and voters.
4. Social media allow individuals to create blogs,
contents, and forums that convey their own
opinions and ideas about political issues.
5. Social media increase an individual's exposure to
political information and social mobilization.
105
Appendix M
Reliability Testing
Cronbach’s Alpha Number of Items

0.880 25
Reliability Statistics
Variables Number of Alpha Results Comments

Items (α)
Voting Behavior 5 0.570 Accepted
Political 5 0.812 Accepted
Participation
Voters’ Education 5 0.499 Accepted
Political Interest 5 0.812 Accepted
Cronbach’s Alpha for Every Variable
106
Appendix N
Photo Documentation
The researchers defended their study on February 4, 2023 at CAS office, Urdaneta City
University.
107
Appendix O
Curriculum Vitae
KYLE MICHAEL M. GALLETES

281 Palguyod, Pozorrubio, Pangasinan
09125543135
galleteskyle@gmail.com
PERSONAL DATA:
Nickname: Kael
Birth date: August 24, 2001
Birth Place: Pozorrubio, Pangasinan
Age: 21
Height: 169 cm
Weight: 51 kg
Nationality: Filipino
Civil Status: Single
Mother’s Name: Gregoria K. Galletes
Father’s Name: Michael D. Martinez
EDUCATIONAL BACKGROUND:
TERTIARY:
One San Vicente West, Urdaneta City, Pangasinan
2019-present
SECONDARY:
Palguyod National High School
Palguyod, Pozorrubio, Pangasinan
2013-2018
PRIMARY:
Palguyod Elementary School
Palguyod, Pozorrubio, Pangasinan
2007-2013
“Those who have faith in the beauty of their dreams possess the
future.”
108
Appendix P
KHARA MARVIE R. TABOBO

429, Pinmaludpod Urdaneta City, Pangasinan
09959466380
kharatabobo@gmail.com
PERSONAL DATA:
Nickname: Khara
Birth date: December 3, 1999
Birth Place: Urdaneta City, Pangasinan
Age: 23
Height: 151 cm
Weight: 47 kg
Civil Status: Married
Mother’s Name: Marivic R. Tabobo
Father’s Name: Ariel P. Tabobo
TERTIARY:
2018-present
SECONDARY:
Urdaneta City National High School
San Vicente West, Urdaneta City, Pangasinan
2012-2018
PRIMARY:
Lananpin Elementary School
Nancamaliran West Street, Urdaneta City, Pangasinan
2006-2012
“Success is the sum of small efforts, repeated.”

109
Appendix Q
LENZ JEIRAH E. MEDINA

Bobonan East, Pozorrubio, Pangasinan
09213137724
amayusjeirah23@gmail.com
PERSONAL DATA:
Nickname: Lenz
Birth date: October 23,1999
Birth Place: Pozorrubio, Pangasinan
Age: 23
Height: 151 cm
Weight: 50 kg
Mother’s Name: Rowena E. Medina
Father’s Name: Jimmy V. Medina Jr.
TERTIARY:
2019-present
SECONDARY:
Benigno V. Aldana National High School
Pozorrubio, Pangasinan
2013-2019
PRIMARY:
Primary San Antonio Elementary School
San Antonio, Cuyapo, Nueva Ecija
2007-2013
“When the Time Is Right, I the Lord Will Make It Happen.”

110
Appendix R
JESALYN P. CASABUENA
Barang Paniqui, Tarlac
09155487769
casabuenajesalyn27@gmail.com
PERSONAL DATA:
Nickname: Jesxz
Birth date: January 27, 2001
Birth Place: Barang, Paniqui, Tarlac
Age: 22
Height: 168 cm
Weight: 52 kg
Mother’s Name: Liza C. Poquiz
Father’s Name: Jojo D. Casabuena
TERTIARY:
2019-present
SECONDARY:
St.VincentSchoolFoundationInc.
San Vicente St. Paniqui, Tarlac
2013-2019
PRIMARY:
Barang Elementary School
Barang, Paniqui,Tarlac
2007-2013
“Be a bush if you can’t be a tree, but be the best bush a tree can’t be”
111
Appendix S
NOVIE MAY R. DURAN

Camangaan, San Roque, San Manuel, Pangasinan
09274057703
noviemayduran7@gmail.com
PERSONAL DATA:
Nickname: Mayo
Birth date: May 12, 2001
Birth Place: Minagbag, Quezon, Isabela
Age: 21
Height: 154 cm
Weight: 45 kg
Mother’s Name: Novie R. Duran
Father’s Name: Dominador B. Duran
TERTIARY:
2019-present
SECONDARY:
Mataas na Paaralang Juan C. Laya
Guiset Sur, San Manuel, Pangasinan
2013-2019
PRIMARY:
Bobon Elementary School
Bobon, San Roque, San Manuel, Pangasinan
2007-2013
“Nothing is a waste of time if you learned something”

112
Appendix T
JERICK M. PATOMBON
Primicias, Mapandan, Pangasinan
09565909496
patombonjerick76@gmail.com
PERSONAL DATA:
Nickname: Jerick
Birth date: November 2, 1999
Birth Place: Dagupan City
Age: 23
Height: 168 cm
Weight: 63 kg
Mother’s Name: Evangeline M. Patombon
Father’s Name: Renie B. Patombon
TERTIARY:
2018-present
SECONDARY:
Mapandan National High School
Mapandan, Pangasinan
2012-2018
PRIMARY:
Primicias Elementary School
Primicias, Mapandan, Pangasinan
2006-2012
“Everything you’ve ever wanted is on the other side of fear.”

113
Appendix U
MARRY JILL G. LAGMAY

Torres St. Stonino, Binalonan, Pangasinan
09194161886
maryjilllagmay49@gmail.com
PERSONAL DATA:
Nickname: Kikay
Birth date: July 18, 2000
Birth Place: Stonino, Binalonan, Pangasinan
Age: 22
Height: 149 cm
Weight: 46 kg
Mother’s Name: Judith G. Lagmay
Father’s Name: Juliues D. Lagmay
TERTIARY:
2019-present
SECONDARY:
Math Excellence Academy of Binalonan Inc.
Binalonan, Pangasinan
2013-2019
PRIMARY:
North Central School Binalonan
Binalonan, Pangasinan
2007-2013
“Things come to those who wait, but only the things left by those who
hustle”
114
Appendix V
SHARLOT G. ALINGCO
#79 Nario St. Pindangan Centro, Alcala, Pangasinan
09811679171
sharalingco11@gmail.com
PERSONAL DATA:
Nickname: Ganda
Birth date: October 11, 2000
Birth Place: Alcala, Pangasinan
Age: 21
Height: 169 cm
Weight: 62 kg
Mother’s Name: Marissa G. Alingco
Father’s Name: Fernando C. Alingco
TERTIARY:
2019-present
SECONDARY:
PHINMA- UPang College of Urdaneta
Urdaneta City, Pangasinan
2013-2019
PRIMARY:
Pindangan West Elementary School
Pindangan West, Alcala, Pangasinan
2007-2013
“Everything, in time”

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SOCIAL MEDIA INFLUENCE ON FIRST-TIME VOTERS IN THE 2022

A Research Presented to the Faculty of the College of Arts and Sciences

In Partial Fulfillment of the Requirements for the Degree

Kyle Michael Galletes

a degree of Bachelor of Arts in Communication. All the materials used are

appropriately acknowledged as the source of research.

universities, or other degrees.

KYLE MICHAEL GALLETES

This is to certify that this thesis, “Social Media Influence on First-

Time Voters in the 2022 National Elections,” prepared and submitted by

Kyle Michael Galletes, Khara Marvie R. Tabobo, Lenz Jeirah E. Medina,

Jesalyn P. Casabuena, Jerick M. Patombon, Mary Jill G. Lagmay, Novie

May R. Duran, and Sharlot G. Alingco was successfully defended and

approved on February 4, 2023, with a rating of 89%.

JHOANNE CELESTE S. MACANAS JOSEPH S. TULLAO, MSMath

NOIME SIBORBORO-INES, MPA, MDC MICHAEL JOHN D. SISON, LPT

ENGR. FICER M. DOFREDO

JERALYN ANN M. GRACE

PRINCESS SARAH M. QUINTANA, EdD

This is hereby accepted in fulfillment of the course requirement in Thesis

Writing II for Bachelor of Arts in Communication.

PRINCESS SARAH M. QUINTANA, EdD

giving their resourceful information and moral support:

Dr. Princess Sarah M. Quintana, the chairperson of the defense panel,

suggestions to improve the study;

Ms. Jeralyn Ann M. Grace, the research adviser and Program

giving motivation the researchers to push through in finishing the study;

improvement of the study;

helping analyze data and its statistical computation;

Ms. Noime Siborboro-Ines, the panel member, for her brilliant

speculations and suggestions for the betterment of the study;

comments, and constructive criticisms in the conduct and completion of this

in the different phases of the research process;

Parents, in providing for the needs of their children emotionally,

by saying encouraging words and cheers for the researchers;

can make it through no matter what happens;

Name of Researchers: Kyle Michael Galletes

Institution: Urdaneta City University

Course: Bachelor of Arts in Communication

Semester and School Year: First Semester, Academic Year 2022-2023

Adviser: Ms. Jeralyn Ann M. Grace

Title of Thesis: Social Media Influence on First-Time Voters in

Key Terms: Social Media, First-Time Voters, Voting

The primary purpose of this research is to investigate the influence of

Four variables, such as voting behavior, political participation, voters' education,

voters. A descriptive-quantitative research design was used to find actual results

researchers recommend further research incorporating more profile variables like

other social groups for a more in-depth study.

3 RESULTS AND DISCUSSIONS 31

4 SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

Appendix A. Letter for Research Adviser 68

Kyle Michael Galletes 107

1 Profile of the Respondents 32

4 Influence of Social Media on First-Time Voters in terms of

5 Influence of Social Media on First-Time Voters in terms of

Background of the Study

is now access to a growing body of research investigating many links between

social media and politics from various perspectives.

political communication. Politicians use different communication channels to

deliver messages—the messages can be a form of action, talks, symbols, or any

introduction of social media and available information on Google eliminates the

traditional communication channels of politics (Gurevitch et al., 2009).

platforms can be used by political organizations, political parties, political

corruption, and global politics (Kruse et al., 2018).