The Effectiveness of Campaign Strategy and Communication Channels used

by the SK Candidates of Barangay San Francisco Talibon Bohol

A Study
Presented to the
Political Science Department
Of Talibon Polytechnic College – Talibon, Bohol

By

Vanyh Julia Padin

Lizamay Gollodo Garcia
Claire Wamar
Rave Karylle Lugod

Doc. Stanley Clark M. Dipay

Rationale

In the dynamic arena of political elections, the strategies employed

by candidates and the channels through which they communicate with voters

hold a pivotal role in determining electoral outcomes. This principle is no less

relevant in the context of the Sangguniang Kabataan (SK) elections in the

Philippines, where young aspirants vie for leadership roles within their

respective communities. The SK elections represent a unique facet of local

democracy, providing a platform for youth to participate actively in

governance, thus shaping the future of their barangays. The evolution of

Campaign Strategies and Communication Channels is consequential to

produce a significant result in order to enhance the social, political, economic,

cultural, intellectual, moral, spiritual and physical development of the youth in

the country. People have used various tools and instruments to achieve

absolute victory upon the election process.

Campaign Strategies and Communication Channels is the way

political candidates deliver their offer and value to the audience. Furthermore,

it is one of the initial steps for a successful political campaign. Campaign

strategies can be deployed over different communication channels, in order to

reach numerous people at the same time, without the need of over-

expending. Campaign strategies and communication channels have

revolutionized the way SK candidates approach the people. Making a poster

and expecting potential voters to approach your service is no longer sufficient

in today's world. For a campaign to be successful, you need to be more

strategic than that and focus on a variety of aspects.

In 1992 San Francisco, USA, Murray had made a name for herself

campaigning – in her televised political ads, news releases, and speeches – as

the proverbial “mom in tennis shoes,” referring to a remark made by a male

state legislator in the early 1980s when she was lobbying against budget cuts

to a preschool program where she taught. While her “mom in tennis shoes”

persona remained intact in 2004, Murray exhibited her political savvy in her

re-election campaign, defeating Republican Congressman George Nethercutt,

who was strongly backed by President Bush, by more than 345,000 votes and

raising twice as much money as her opponent. USA Murray's 2004 re-election

campaign is an example of how a political candidate's communication – both

through televised political spots and a web site – as well as media coverage

can come together to create a positive, integrated message that connects

with voters, also illustrates the double bind that women politicians face in

their media coverage, television advertising, and Web sites in communicating

an image that is tough but caring.

The role of social media during the 2014 Indonesian

presidential election. It analyses how candidates used Facebook and Twitter

and how celebrities were enlisted to promote candidates to their fans. The

coinciding development of rapid internet literacy, together with the

introduction of a direct election system that appeals to identity- and celebrity-

driven politics, came together to make social media a central part of

Indonesian elections. This confluence has radically altered the conduct of

campaigns. In order to explain this transformation, it is necessary to

understand the nature of the Indonesian mediated public sphere,

characterized by strong inter-media connections between social media and

broadcast forms.

In the Philippines and many other developing countries,

electoral campaigns have historically relied on “one-way” communication

strategies, where candidates transmit their political platforms through party

rallies and the distribution of propaganda. Public deliberation, as facilitated

through town hall meetings, could help both politicians and citizens uncover

common interests through the revelation of private information. If policies are

generally more reflective of constituents’ interests, deliberation could be used

to persuade voters to mobilize in favor of a given platform, increasing party

support. In addition, delivering the political platform via town hall meetings

may also help that party distinguish itself from its competitors, which in

countries like the Philippines rely on “one-way” campaign strategies.

In Talibon Bohol aspiring SK Chairpersons and SK Councilors

bets to use social media for campaigning. Aside from the traditional jingles,

posters and tarpulines. Candidates from Talibon are actively campaigning on

social media by uploading photos and posting notes about political platforms.

Using social media is not only cheaper, but also a more efficient way to reach

out voters.
 No prior research has examined the state in terms of cross-

media research, this literature is limited in several regards: first, most studies

focused on one isolated platform. Second, only a fraction of this work

concentrated on the actual contents of communication going beyond meta

data. Third, most research is confined to the boundaries of election

campaigning on a given social media platform. The researchers regard

responses to an open-ended question in a representative survey as reflections

of the topic priorities of a mass audience and take these as an empirical base

for the analysis of social media messages by candidates and their audiences.

The primary objective of the effectiveness of campaign

strategies and communication channels is to provide an in-depth

measurement of the impact of campaign strategies and communication

channels within Barangay San Francisco Talibon. Findings of this study is

perceived as an essential component in the Barangay and will be used for a

more improvised campaign strategies and communication channels to be use

every election.

The following groups of people that will benefit from the study

of the effectiveness of campaign strategies and communication channels are

the Campaign organizers, Policymakers, Citizens/Voters, Businesses.

Campaign organizers because they can use the findings from research on

campaign effectiveness to design and implement more effective campaigns.

This can help them to achieve their campaign goals, such as raising

awareness of an issue, persuading people to take a specific action, or electing

a candidate. Policymakers for they can use the findings from research on

campaign effectiveness to develop more effective public policies and

campaigns. This can help them to achieve their policy goals, such as

improving public health, reducing crime, or promoting economic growth.

Citizens/Voters because can benefit from the study of campaign

effectiveness by being better informed about the different campaign

strategies and communication channels that are used. This can help them to

make more informed decisions about which campaigns to support.

Businesses they can benefit from the study of campaign effectiveness by

learning how to design and implement more effective marketing campaigns.

This can help them to reach their target audiences more effectively and

increase sales.
Literature Background

The study was founded on the Theory and Principles of Public

Communication Campaigns by Charles K. Atkin and Ronald E. R (2014)

Charles K. Atkin and Ronald E. Rice stated on a book titled Theory and

Principles of Public Communication Campaigns. The Theory and Principles of

Public Communication Campaigns is a universal process across topics and

venues, utilizing systematic frameworks and fundamental strategic principles

developed over the past half century. Campaign designers perform a

situational analysis and set objectives leading to development of a coherent

set of strategies and implement the campaign by creating informational

and persuasive messages that are disseminated via traditional mass media,

new technologies, and interpersonal networks. The fundamental basis of

effective political campaigning is through communication process because it is

an essential for reaching and persuading target audiences. Public

communication campaigns can be defined as purposive attempts to inform or

influence behaviors in large audiences within a specified time period using an

organized set of communication activities and featuring an array of mediated

messages in multiple channels generally to produce noncommercial benefits

to individuals and society.

In accordance with the article above. According to Arnim Bleier, Haiko

Lietz &Markus Strohmaier of Election Campaigning on Social Media:

Politicians, Audiences, and the Mediation of Political Communication (2018)

Social media have become ubiquitous communication channels for candidates

during election campaigns. Platforms like Facebook and Twitter enable

candidates to directly reach out to voters, mobilize supporters, and influence

the public agenda. These fundamental changes in political communication

therefore present election candidates with a widened range of strategic

choices. Should candidates address the topics most important to a mass

audience? Should they tailor their messages to the specific habits and

audiences on social media platforms? Although academic research on social

media campaigning has flourished in the past several years (Boulianne,

Citation2016; Jungherr, Citation2016b), it is still unclear which topics

politicians address on these platforms, since previous research mostly

concentrated on meta data generated by the use of communication

conventions such as retweets, @-mentions, likes, or hashtags. Understanding

the ways in which politicians adapt the contents of their messages to the

peculiarities of different platforms generates deeper insights into how political

communication is shaped by social media.

Legal Basis

The Republic Act No. 10844, also known as the “Department of

Information and Communications Technology Act of 2015,” created the

Department of Information and Communications Technology (DICT) to ensure

the provision of strategic, reliable, cost-efficient, and citizen-centric

information and communications technology (ICT) infrastructure, systems,

and resources as instruments of good governance and global competitiveness.

The Department of Information and Communications Technology Act of 2015

was approved on May 23, 2016, the act was passed by the Congress of the

Philippines on July 27, 2015 by the Philippine Congress and signed into law by

then-President Benigno S. Aquino III. This was specifically put into practice in

accordance with the Act’s Implementing Rules and Regulations. The current

Secretary of the Department of Information and Communications Technology

(DICT) in the Philippines is Ivan John Enrile Uy. The group was then placed

under the direct supervision of the DICT Undersecretary for Peace and Order.

Republic Act No. 10844, or the “Department of Information and

Communications Technology Act of 2015” was established into law as The

DICT is responsible for the planning, development, and promotion of the

country’s information and communications technology (ICT) agenda in

support of national development. The law also allowed the DICT to aspires for

the Philippines to develop and flourish through innovation and constant

development of ICT in the pursuit of a progressive, safe, secured, contented

and happy Filipino nation.

 Republic Act No. 11032 labeled “AN ACT PROMOTING EASE OF

DOING BUSINESS AND EFFICIENT DELIVERY OF GOVERNMENT SERVICES,

AMENDING FOR THE PURPOSE REPUBLIC ACT NO. 9485, OTHERWISE

KNOWN AS THE ANTI-RED TAPE ACT OF 2007, AND FOR OTHER PURPOSES.”

This is an act that promotes ease of doing business and efficient delivery of

government services in the Philippines. It amends Republic Act No. 9485, also

known as the Anti-Red Tape Act of 2007, and provides a program for the

adoption of simplified requirements and procedures that will reduce red tape

and expedite business and non-business-related transactions in government.

The law aims to streamline government processes and reduce bureaucratic

red tape in order to make it easier for businesses to operate in the Philippines

and enabled the law to aim to improve the efficiency and quality of

government services provided to citizens and businesses.

The passage of Republic Act No. 11032 is a testament to the

commitment of the Philippine government to improving the ease of doing

business and the efficiency of government service delivery. The law is

expected to have a positive impact on the Philippine economy and benefit all

Filipinos.
Statement of the Problem

The study aims to determine the most factual and effective

campaign strategies and communication channels used by aspiring

Sangguniang Kabataan candidates during SK Election. Specific questions that

the researchers intend to answer are the following:

1. How does the campaign strategies and communication channels help

the SK Candidates to win the election?

2. What are the most utilized strategies and communication channels

during the campaign period?

3. Does the Campaign Strategies and Communication Channels assess the

citizens a sufficient information for them to know the SK Candidates

better?

4. Are there factors that influenced the citizens to changed their minds

with whom to vote after listening or watching the SK Candidates

campaign rally?
HYPOTHESIS

On the conduct of the study the following hypothesis are expected:

Null Hypothesis

The null hypothesis of the effectiveness of campaign strategy and

communication of SK candidates is that there is no significant

relationship between the two variables. In other words, the null

hypothesis is that campaign strategy and communication do not have

an impact on the likelihood of an SK candidate winning an election.

Alternative Hypothesis

The alternative hypothesis of the effectiveness of campaign strategy

and communication of SK candidates is that there is a significant

relationship between the two variables. In other words, the alternative

hypothesis is that campaign strategy and communication do have an

impact on the likelihood of an SK candidate winning an election.

Theoretical Framework

According to Santosh K. Mahapatra, author of the research article

Strategic interdependence, governance effectiveness and supplier

performance: A dyadic case study investigation and theory development (10

April 2010), stated that successful election campaigning “Recognizes that

strategic interdependence is a key determinant of governance structure and

exchange practices that lead to superior supplier performance and

relationship.”

Nowhere can democracy be better seen “in action” than during

political campaigns. As Lau and Pomper (2002) argue, “Democracy is a

dialogue between putative leaders and citizens. Campaign provides the most

obvious and the loudest forums for this dialogue. Voters respond by coming

to the polls and selecting their preferred candidates”. Candidates present their

cases via speeches at campaign events and on their websites, but only the

most ardent supporters attend these events. The only way candidates have of

reaching undecided voters is through their campaign commercials. Election

results are typically determined by undecided voters when there is even a

very slight party balance. Thus, it may be said that politics is carried out

through the medium of political advertising. In order to make things clearer,

stating that a candidate wants to win the election, but that he or she is up

against one or more opponents who also want to win the election. To increase

their chances of winning, each contender must pick which plan of action to

take and must choose an elevating approach to secure a successful

consequence. All options, however, are constrained by resource shortages,

which genuinely limit what may be accomplished. The best way for candidates

to maximize their resources must be considered. The voting environment is

determined by the decisions made by the candidates collectively regarding the

techniques they would use during their campaigns. All campaign strategy

researchers must overcome a variety of practical obstacles that affect the

design of their experiments, the conclusions that can be reached about

causes and effects, and the range of contexts to which the results can be

applied.

To examine the effectiveness of campaign strategy and

communication of SK candidates. One such framework is the agenda-setting

theory. This posits that the media plays a role in shaping public opinion by

influencing the issues that people think are important. The agenda-setting

theory suggests that SK candidates can use campaign strategy and

communication to influence the issues that voters focus on when making their

decisions. For example, a candidate may focus on issues that are important to

young people, such as education, employment, and recreation. By doing so,

the candidate may be able to increase their chances of winning election, as

these are likely to be issues that young people are more likely to vote on.

Another theoretical framework that can be used to examine the effectiveness

of campaign strategy and communication of SK candidates is the framing

theory. This theory posits that the way that an issue is presented to the public

can influence the way that people think about it. the framing theory suggests

that SK candidates can use campaign strategy and communication to frame

the issues in a way that is more likely to be favorable to them. For example, a
candidate may frame an issue in a way that makes it seem more important or

more relevant to voters. By doing so, the candidate may be able to increase

their chances of winning election. A third theoretical framework that can be

used to examine the effectiveness of campaign strategy and communication

of SK candidates is the priming theory. This theory posits that the information

that is most recently presented to people is the information that is most likely

to influence their thoughts and behaviors. the priming theory suggests that

SK candidates can use campaign strategy and communication to prime voters

with the information that they want them to focus on when making their

decisions. For example, a candidate may focus on their positive qualities or

their opponent's negative qualities in the final days leading up to the election.

By doing so, the candidate may be able to increase their chances of winning

election. There are a number of other factors that can influence the

effectiveness of campaign strategy and communication of SK candidates.

These factors include the candidate's personal qualities, the political climate,

and the level of voter turnout. Overall, there is a growing body of research

and evidence that suggests that campaign strategy and communication can

play an important role in the success of SK candidates. By carefully

developing their campaign message, targeting the right voters, and using

effective communication channels, SK candidates can increase their chances

of winning election.
Conceptual Framework

Campaign Strategies and Communication Channels

Theory: Legal Basis:

Theory and Principles of Public Republic Act 10844 DICT Act.
Communication Campaigns Republic Act 11032 or Anti-Red..
By: Charles K. Atkin and Ronald
E. R (2014)
Election Campaigning on
Social Media: Politicians, Audiences,
and the Mediation of Political
Communication By: Arnim Bleier,
Haiko Lietz &Markus Strohmaier

RESPONDENTS

The Effectiveness of Campaign

Strategy and Communication
Channels used by the SK
Candidates of Barangay San
Francisco Talibon Bohol

Figure 1. Theoretical/Conceptual Framework

Assumptions

There are a number of assumptions that underlie the belief that campaign

strategy and communication channels can be effective in influencing the

outcome of elections. These assumptions include:

1.) Voters are rational actors. This assumption suggests that voters make

informed decisions about who to vote for based on their own

knowledge and beliefs.

2.) Voters are open to persuasion. This assumption suggests that voters

are willing to change their minds about who to vote for based on the

information they receive from candidates and other sources.

3.) Campaign strategy and communication can influence voters' knowledge

and beliefs. This assumption suggests that candidates can use their

campaign strategies and communication to inform voters about the

issues and to persuade them to support their candidacy.

4.) The media plays a role in shaping public opinion. This assumption

suggests that the media can influence the way that voters think about

the issues and the candidates.

5.) The political climate can influence voter turnout and support for

candidates. This assumption suggests that external factors, such as the

state of the economy and the level of public satisfaction with the

government, can influence the outcome of elections.

Scope and Delimitation

This research revolves on the campaign strategies and

communication channels used by SK Candidates of Barangay San Francisco.

The researchers will only cover the said barangay for the reason that the

researchers focus on the nearby area where the researchers can easily

conduct surveys, collect data, and interviews specifically to the SK candidates.

The researchers will examine 4 aspirant SK chairman candidates and 29 SK

councilors

Moreover, this study is subject to several inherent limitations.

First, Limited Access to Data due to the reason that the researchers often

have limited financial resources, which can restrict their ability to develop and

consult as many barangays as possible. Second, Time Constraints since the

researchers are typically short, which can make it difficult to do more findings.

Third, Lack of standardization on the grounds that there is no standardized

approach to measuring the effectiveness of campaign strategies and

communication channels.
Limitations of the study

In spite of having to accomplished its objectives, there were some

unavoidable and inescapable restrictions. Some of the limitations that can

affect the study of the effectiveness of campaign strategy and communication

of SK candidates. For example, a study may be limited to a particular

geographic area, a particular type of election, or a particular time period.

Additionally, a study may be limited to a particular set of campaign strategies

and communication channels. Despite these limitations, there are a number of

ways to conduct rigorous and informative research on the effectiveness of

campaign strategy and communication of SK candidates. Researchers can use

a variety of methods, such as surveys, interviews, and focus groups to collect

data on campaign strategies and communication, voters' political beliefs and

attitudes, and the election outcome. Researchers can also use statistical

methods to analyze the data and to draw conclusions about the relationship

between campaign strategy and communication and the election outcome.

Here are some limitations of the study of the effectiveness of

campaign strategy and communication of SK candidates: Difficulty isolating

the effects of campaign strategy and communication from other factors.

There are many factors that can influence the outcome of an election, such as

the candidate's personal qualities, the political climate, and the level of voter

turnout. It can be difficult to isolate the effects of campaign strategy and

communication from these other factors.

Lack of data. There is limited data available on the campaign strategies and

communication of SK candidates. This can make it difficult to conduct rigorous

research on the effectiveness of campaign strategy and communication in SK

elections.

Ethical concerns. There are some ethical concerns associated with the study

of campaign strategy and communication. For example, researchers may be

reluctant to collect data on voters' political beliefs and attitudes without their

consent.

Cost and time. Conducting research on the effectiveness of campaign strategy

and communication of SK candidates can be costly and time-consuming. This

can limit the amount of research that is conducted on this topic.

By carefully considering the limitations of the study, researchers can

design and conduct research that is both rigorous and informative. This

research can help us to better understand how campaign strategy and

communication influence the outcome of SK elections, and to develop more

effective campaign strategies in the future.

Significance of the Study

The study on the effectiveness of campaign strategy and

communication channels used by the SK candidates of Barangay San

Francisco, Talibon, Bohol, carries profound significance in several critical

dimensions such as:

SK candidates. By understanding what campaign strategies and

communication strategies are most effective, SK candidates can develop more

effective campaigns and be more successful in elections.

Voters. By understanding how SK candidates communicate with

voters, voters can better evaluate candidates and make more informed

decisions about who to vote for.

Campaign managers. By understanding the effectiveness of

different campaign strategies and communication strategies, campaign

managers can develop more effective campaigns for their clients.

Political parties. By understanding the effectiveness of different

campaign strategies and communication strategies, political parties can

develop more effective campaigns for their candidates.

Government. By understanding the effectiveness of different

campaign strategies and communication strategies, the government can

develop policies and regulations that promote fair and competitive elections.

Researchers. By studying the effectiveness of different campaign

strategies and communication strategies, researchers can develop a better

understanding of how elections work and how to improve the democratic

process.

Definition of Terms

Effectiveness: This refers to the extent to which the candidate's campaign

strategy and communication achieve their desired outcomes, such as

increasing voter awareness, persuading voters to change their minds, and

winning elections.

Campaign strategy: This includes the candidate's overall goals, target

audience, messaging, and channels of communication.

Candidate satisfaction: This is the level of satisfaction that voters have

with a particular candidate.

Communication: This includes the quality and effectiveness of the

candidate's communication, as well as the specific messages and appeals that

they use.

Public opinion: This is the general opinion of the public about a particular

candidate or issue.

Vote share: This is the percentage of votes cast in an election that were cast

for a particular candidate.

Voter turnout: This is the percentage of eligible voters who cast a ballot in

an election.
RESEARCH METHODOLOGY

Design

Quantitative research if the process of collecting and analyzing

numerical data. It can be used to figure out structures, formulate hypotheses,

examine causality, and extrapolate findings to larger audience.

Aims to uncover the effectiveness pf the campaign strategies and

communication channels by utilizing the Survey Method in determining the

data being gathered from the questionnaire which is the main tool of the

study.

Environmental and Subjects

The locale of the study is at the selected barangay of San Francisco

Talibon, Bohol. The researchers chose 4 SK Chairman and 29 SK Councilors.

The researchers used a systematic technique upon gaining data.

Data Gathering Procedure

The researchers enlisted the instructor's assistance in distributing

and retrieving the surveys so that responders would have easy access to

them. The acquired information was totaled, examined, and interpreted.

The collected data underwent statistical processing and

interpretation. The conclusion and recommendation were based on the

findings. The survey does not include the respondents' names out of respect

for their privacy.

Statistical Treatment

For the statistical analysis of the data acquired, the following were

employed.

To accurately comprehend and analyze the data collected, the

researchers employ the weighted main to simply determine the overall

average of the response of the residence toward the specific answer. It would

make use of the weighted mean formula.

Formula: WX = ∑fx/ N

Where: WX = weighted mean

∑ = summation

F = frequencies for each option

X = weights assigned

N = total number of respondents

Definition of Terms

The following terms are defined as they are used operationally in

this study in order to provide clarity:

Awareness the changes in people's awareness of a particular issue or

organization as a result of a campaign.

Campaign a series of planned activities that are carried out over a period of

time in order to achieve a specific goal.

Channel is a medium through which information is communicated. It can be

a physical medium, such as a wire or a radio wave, or it can be a logical

medium, such as a computer network or a social media platform.

Communication is the process of exchanging information between two or

more parties. It can be verbal, nonverbal, or written. Communication is

essential for building relationships, sharing information, and solving problems.

Effectiveness is the ability to achieve a desired result. It is a measure of

how well something works or how well it achieves its intended purpose.

Effectiveness can be measured in a variety of ways, depending on the specific

context.

Engagement the level of interaction that people have with a campaign's

messages.

Knowledge the changes in people's knowledge about a particular issue or

organization as a result of a campaign.

Sangguniang Kabataan (SK) also known as the Youth Council, is the

governing body of the youth assembly or Katipunan ng Kabataan of every

barangay in the Philippines. It is composed of seven members, all of whom

must be between the ages of 18 and 24. The SK is elected by the members of

the Katipunan ng Kabataan in elections conducted by the Commission on

Elections (COMELEC).

Strategy is a general plan to achieve one or more long-term or overall goals

under conditions of uncertainty.

References

Theory and Principles of Public Communication Campaigns (2014)

https://www.sagepub.com/sites/default/files/upm-binaries/46948_CH_1.pdf

Election Campaigning on Social Media: Politicians, Audiences, and the

Mediation of Political Communication (2018)

https://www.tandfonline.com/doi/full/10.1080/10584609.2017.1334728

Department of Information and Communications Technology (2023)

https://www.ncert.gov.ph/about-us/dict/

REPUBLIC ACT No. 11032 (2023)

https://lawphil.net/statutes/repacts/ra2018/ra_11032_2018.html

Republic Act No. 10844 (2016)

https://www.officialgazette.gov.ph/2016/05/23/republic-act-no-10844/

History of the Department of Information and Communications Technology

(2022)

https://www.noypigeeks.com/government/dict-secretaries/

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