STI COLLEGE CALOOCAN

109 Samson Road corner Caimito Road, Caloocan City 1400

A COMPARATIVE ANALYSIS BETWEEN SOCIAL MEDIA

PLATFORMS IN TERMS OF ITS IMPACT ON

VOTING PREFERENCES OF STUDENTS

AT STI COLLEGE CALOOCAN

Bosque, Scyrene Nhen G.

Gregorio, Darwin Q.
Katon, Ghekamae F.
Leomo, Trisia May E.
Limbaga, Christine R.
Logarta, Kzer B.
Mendoza, Ryunna E.
Medina, Jade Angelique V.
Melad, Kimberly Faye M.
Torres, Raymond Brian C.

STI College Caloocan

Senior High School Department
Humanities and Social Sciences
Introduction
Literature Review

Social media has emerged as a fundamental platform for political

communication, altering how political messages are delivered and consumed.

According to Feldman (2024), algorithms on these platforms target users with

political content based on their recent interactions, reinforcing beliefs and shaping

preferences over time. Political campaigns leverage this by providing personalized

content to specific groups, enhancing engagement, and solidifying political views.

The role of social media influencers in shaping political discourse is also

notable. Tutella (2023) found that these influencers can amplify distorted messages,

pressuring political parties to modify their policies to attract independent voters,

particularly during general elections. While this approach aims to attract broad

audiences, it often increases divisions and widens societal gaps as individuals come

across content that reinforces extreme opinions.

Moreover, Palabrica (2024) reports a shift among millennials and Gen Z,

who increasingly source news from laptops and mobile devices rather than

traditional outlets like newspapers and TV. This trend emphasizes the growing

significance of social media in political campaigns, particularly as younger

generations increasingly rely on digital platforms for news, suggesting that social

media will continue to influence voter preferences in upcoming elections.

Conversely, Caplan (2024) raises concerns about the risks posed by

unregulated online political ads, which lack the transparency found in traditional

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media. Research indicates that transparency tools on platforms like Meta and X are

insufficient, allowing disinformation and foreign influence to manipulate voters.

Furthermore, Mejia (2019) studied the effects of Facebook on voting

behaviors among millennials during the 2019 Mid-Term Senatorial Election in

Taguig City, Philippines. The findings revealed that while social media heightened

political awareness and engagement, its direct impact on voting preferences was

limited. Many respondents indicated they made independent voting choices despite

exposure to political content online. This suggests that while social media informs

and engages voters, it does not dictate their final decisions.

The study also emphasizes the complexity of social media's influence on

voting behavior in the Philippines, where personal judgment and family influence

significantly impact decision-making. Thus, while social media is a valuable tool for

political engagement, its ability to directly influence voting behavior is nuanced.

In conclusion, existing literature highlights the significant role of social

media in shaping political propaganda and influencing voting preferences. However,

its impact is complex, as preexisting beliefs, personal biases, and external influences

moderate its effectiveness. Additionally, the concerns over unregulated political

advertising underscore the need for stronger regulations and transparency in digital

political advertising.

Theoretical Framework

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 This research study is supported by George Gerbner’s Cultivation Theory.

This theory states that long-term exposure to media content gradually shapes an

individual’s perception of reality. According to Vinney (2024), the theory asserts

that media presents homogeneous messages about issues, leading people who are

exposed to it to eventually adopt a shared understanding of social reality as they

absorb the presented messages.

In this context, social media exposure—particularly to political content—

shapes the voting preferences and political stances of voters, with this influence

growing as they are exposed to more content. Social media platforms facilitate this

process by feeding users content aligned with their previous engagements and

interactions, consistently exposing them to political discourse.

The theory suggests that over time, social media’s influence can lead to the

cultivation of specific voter preferences, as users internalize the political messages

and realities presented to them. This makes social media a powerful tool in shaping

electoral outcomes.

Figure 1 Cultivation Model

Significance of the Study

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 This study aims to benefit the following:

 STUDENTS—Through this study students will gain valuable insights into

the impact of social media on political campaigns.

 VOTERS—This study informs voters about how social media influences

their political judgments, decisions, and preferences.

 SOCIAL MEDIA INFLUENCERS—Social media influencers will learn

how political content can shape perceptions, making them more cautious on

what they post on their platform.

 POLITICAL CANDIDATES—Candidates will enhance their

understanding of social media strategies for campaigning, enabling them to

refine their approaches and attract more supporters.

 GENERAL PUBLIC—The study aims to raise awareness about the role of

social media in political campaigns and its effects on individuals.

 FUTURE RESEARCHERS—This study will serve as a valuable resource

for future researchers planning to conduct related studies.

Objectives of the Study

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  To evaluate the impact of social media on the political preferences and

voting intentions of grade 12 students at STI College Caloocan.

 To analyze how political advertising in social media affects the perceived

credibility and trustworthiness of political candidates from the perspective of

grade 12 students.

 To compare the difference in the impact of political propaganda on the

voting preferences of registered voters across social media.

Statement of the Problem

This study on the effects of using social media in political campaigns in the

Philippines aims to answer the following questions:

1. What is the demographic profile of the respondents?

1.1. Age

1.2. Gender

1.3. Strand

1.4. Utilization of social media

2. How does social media affect the political preference of voters?

3. Is there a significant difference in the impact of social media on the voting

preferences of registered voters?

3.1. Facebook

3.2. X (formerly Twitter)

3.3. TikTok?
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4. What problems do voters encounter when using social media as a source of

information in shaping their voting preferences?

4.1. Misinformation

4.2. Bias

4.3. Echo chambers

Methodology

Design of the Study

The researchers will use a comparative research design for this study.

According to Brady and Collier (2019), comparative research design is "a

systematic method of comparing two or more cases or variables to detect patterns,

causes, or relationships between phenomena. It emphasizes understanding through

contrast, focusing on the structural and contextual differences or similarities

between the subjects of study."

This approach will be used for this study as it helps clarify how social media

affects voting preferences among registered voters. By analyzing the data, the study

can reveal how each social media platform differ in terms of its impact on voting

preferences.

Sample/Population of the Study

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 In this study, the researchers used purposive sampling technique to select

100 first-time or newly registered voters from STI College Caloocan, out of a

population of over 708 grade 12 senior high school students. This technique ensured

that participants had prior knowledge of how social media influences political

campaigns, allowing for deeper insights into the effects of political propaganda. The

choice of a sample size of 100 aligns with the study "The Effect of Service Quality

and Customer Satisfaction Toward Customer Loyalty in the Service Industry" by

Dewi et al (2021), which also utilized purposive sampling with the same number of

respondents, demonstrating that this size is adequate for drawing significant

conclusions.

The purposive sampling method is particularly effective in this study as it

targets individuals likely to provide valuable insights into social media's impact on

voting behaviors. Participants were assured that their data would be used solely for

research purposes and kept confidential, encouraging honest feedback. This

approach strengthens the reliability of the findings, ensuring that the sample

effectively addresses the study's objectives regarding voters’ perceptions of political

propaganda on social media.

Scope and Limitations

This research study focuses on exploring the impact of social media on the

voting preferences of registered voters. Moreover, it aims to understand how social

media and which social media platform can effectively persuade voters and help

them identify their preferred candidates. The study will target registered voters

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among the grade 12 senior high school students from STI College Caloocan, as the

primary respondents. The scope is narrowed to the use of social media, recognizing

that political campaigns and advertisements can occur through this medium.

The limitations of this study are significant and may affect the findings.

Firstly, the research focuses on the impact of social media on the voting preferences

of registered voters at STI College Caloocan, focusing specifically on grade 12

senior high school students. This limited demographic may limit the generalizability

of the results to other populations. Additionally, the study relies on self-reported

data, which can create biases, as respondents may differ in their engagement with

social media and their experiences with political content. Moreover, the study is

guided by specific theories and studies, which may restrict the examination of other

factors that could influence voter behavior, such as personal beliefs or the role of

traditional media, narrowing the overall scope and insights of the research.

Data Gathering Tools

This study aims to gather insights from Grade 12 students at STI College

Caloocan by conducting a close-ended survey regarding the impact of social media

on the voting preferences of registered voters. The primary tool for data collection

will be a paper-based survey questionnaire specifically designed to assess the

influence of social media on political campaigns.

The questionnaire will include 4-point Likert scale statements, with

responses ranging from “strongly disagree” to “strongly agree”, to measure the

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degree of respondents' attitudes toward social media's effectiveness as a campaign

tool.

Treatment of Data

The data gathered from the survey will be analyzed using descriptive

statistics to summarize and interpret the responses from the sample population of

registered voters enrolled as grade 12 students at STI College Caloocan. The

following statistical tools and methods will be utilized:

 4-Point Likert Scale - The researchers will utilize a 4-point Likert scale to

measure the impact of social media on voting preferences. The scale will

cover a range from "strongly disagree" to "strongly agree" with respect to

various statements concerning the respondents' exposure to political content

online and its influence on their voting decisions.

 Weighted Mean – The weighted mean is important and useful as it gives the

general opinion of the respondents from their varying responses. The

formula for the weighted mean is as follows:

x̄=
∑ (W i ∙ X i )
∑ Wi
where:

 x̄ = Weighted mean

 W i = Weight of each response

 X i = Value of each response

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Ethical

Considerations

In this study, the researchers will prioritize ethical considerations throughout

the research process. Participation from respondents is voluntary, and the

confidentiality of their personal information will be guaranteed, ensuring that all

data remains confidential. Informed consent will be obtained from all participants

before their inclusion in the research. The researchers will ensure the anonymity of

the data collected and conduct the study with honesty and integrity, avoiding any

incorrect information or biased statements.

Additionally, the researchers will comply with the Republic Act No. 10173

or the Data Privacy Act of 2012, which gives protection to personal information, as

well as the Republic Act No. 8293, also known as the Intellectual Property Code of

the Philippines, which protects original works from plagiarism, illegal replication,

and unauthorized use. The researchers pledge to adhere to these laws and principles

throughout the study.

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