Social media is being considered a game-changer in the 2022 presidential race as candidates are expected to utilize their platforms more to express their political agendas and influence voters.
As the COVID-19 pandemic limits physical movement and mass gathering, candidates resorted to relying more on social media to reach and capture the attention of the public and win their approval.
Some presidential candidates placed their video promotions on YouTube, some published online posters with their credentials and achievements indicated, while the others engaged themselves in digital interviews to establish their image.
The landscape of political campaigning has shifted from an era where face-to-face activities hold a key role in acquiring voters to a phase where social media ads are becoming more effective -- online advertisements, webinars or online forums, VLOG guesting, and even political memes.
Rainnier Raguindin, a professor on Philippine Politics and Governance, explained that the 2022 national elections is far different from the usual as the campaign medium has changed through time.
"Before, people relied on newspapers and television broadcasts to know the candidates while candidates paid broadcasting companies to air their campaign advertisements," Raguindin said.
He added that politicians are not investing in the usual election paraphernalia anymore.
Raguindin emphasized that social media would significantly become a game-changer in the upcoming 2022 presidential elections as the majority of the Filipinos rely on technology and the internet for information.
"When a technology is new, everybody is curious. When everybody is curious, there is excitement, and people are busy with online school and work from home, so they are spending more time using their gadgets and social media," said Raguindin
The professor also said that the candidates utilize social media to directly and indirectly address or clarify issues about them with the help of their supporters.
Get to know the 2022 presidential bets based on their social media
The social media pages of the ten final presidential candidates are usually composed of their credentials, achievements, past and ongoing projects, live videos, and campaign materials-- however, Abella, Gonzales, Mangondato, and Montemayor Jr. are not active on their pages.
In a January 23 tweet of Vice President Robredo, she debunked the former statement of a staff from broadcasting company DZRH that she declined the station's interview invitation out of apprehension that she would be heavily questioned.
The vice president then added that she is willing to participate if they (DZRH) are willing to adjust the schedule.
On January 22, Senator Lacson posted on Twitter his stand against a journalist being called biased where he emphasized that it is the job of journalists to ask critical questions.
Meanwhile, former Senator Bongbong Marcos's January 26 political advertisement tweet showing his political vision could be one of his most highlighted posts.
On January 22, Ka Leody de Guzman posted on Facebook an announcement of scheduled FB Live after he was not invited to Jessica Soho's Presidential Interviews, which garnered over 39,000 reactions.
Among all posts of Senator Manny Pacquiao, his call to his fellow presidential candidates to set aside politics and help the typhoon Odette victims elevated his image.
Lastly, Manila Mayor Isko Moreno Domagoso's January 26 Facebook post, which has 80,000 reactions received positive feedback as the video contains the mayor's plans and agendas.
Presidential candidates are expected to maximize their social media platforms more in the upcoming months to take the lead in the 2022 presidential race.
As per Resolution No. 10695 promulgated by the Commission on Elections (Comelec), the official campaign period for nationally-elected positions would start on Feb. 8, while March 25 for locally-elected positions until May 7.
By Aidem Almojano
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