ILOCOS SUR POLYTECHNIC STATE COLLEGE

Main Campus College of Arts and Sciences

The Impact of Deliberative Political Campaign on

Voters Behavior in Barangay Tiagan, San Emilio Ilocos Sur

Mitz Valerie Pancil

Kristine Gamboa
GM Torrano Villaruz
Julius Fetalvero
Elmark Angello Baclao

ILOCOS SUR POLYTECHNIC STATE COLLEGE

2023
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Main Campus College of Arts and Sciences

Chapter 1
THE PROBLEM

Introduction

Background of the study

Political campaigns are how candidates and political parties prepare and

present their ideas and positions on issues to the voters in the period preceding

election day. Contestants use a variety of techniques to reach voters and deliver their

messages, including through traditional and new media, public events, written

materials, or other means. In some countries, public media and/or space are allocated

to contestants for these purposes (considered indirect public campaign financing). The

dates of an official election campaign period, usually a period of a month or several

months leading up to election day, are often legally defined. In many countries, the

legal window for campaigning will end a day or two prior to election day, providing a

so-called "black-out period" immediately before voting begins. Parties and candidates

will establish physical premises from which they carry out campaign activities and

overall operations, Hazen, et al (2010)

Omnibus Election Code of the Philippines, Article 1. General Provision, Sec.

3. Election and campaign periods states that unless otherwise fixed in special cases by

the Commission on Elections, which hereinafter shall be referred to as the

Commission, the election period shall commence ninety days before the day of the

election and shall end thirty days thereafter. The period of campaign shall be as
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follows: Presidential and Vice- Presidential Election 90 days, Election of Members of

the Batasang Pambansa and Local Election 45 days, and Barangay Election-15 days.

The campaign periods shall not include the day before and the day of the election.

However, in the case of special elections under Article VIII, Section 5, Subsection (2)

of the Constitution, the campaign period shall be forty-five days.

R.A. No. 9006 An Act to Enhance the Holding of Free, Orderly, Honest,

Peaceful and Credible Elections Through Fair Election Practices or also known as the

"Fair Election Act." Under Sec. 2. The State shall, during the election period,

supervise or regulate the enjoyment or utilization of all franchises or permits for the

operation of media of communication or information to guarantee or ensure equal

opportunity for public service, including access to media time and space, and the

equitable right to reply. for public information campaigns and for a among candidates

and assure free, orderly. honest. peaceful and credible elections. The State shall

ensure that bona fide candidates for any public office shall be free from any form of

harassment and discrimination.

Sinpeng, et al (2021) claimed in their study that 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 supports the grassroots model as

Duterte's profile was the most engaged, even if Duterte himself was not actively

engaged. Such inconsistencies raise the prospect that Duterte's online prominence was

fabricated by paid trolls and fake accounts. Instead, their analysis suggests that

Duterte's digital fanbase was, at least in part, a reflection of offline, grassroots

political support. Data from an original survey of 621 respondents suggests that
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Duterte supporters were not only aggressive in their support for Duterte online, but

they were also more committed to him offline as well. These findings add to a

growing literature on social media and politics that seeks to understand the broader

ecosystem of online political discourse, rather than focusing on the actions and

strategies of political campaigns. They also underscore the fine line between

fabricated support and genuine political fervor.

The primary goal of this study is to identify the impact of deliberative political

campaign to the registered voter of Barangay Tiagan San Emilio Ilocos Sur.

Furthermore, the goal of this study is to identify methods, interventions, or solutions

to help Barangay officials and registered voters on how to properly conduct political

campaigns.

The researchers conducted this study at Barangay Tiagan San Emilio Ilocos

Sur. The said barangay is one out of 8 barangay's who speaks Itneg as their language.

Particularly, it is a mountainous Barangay. The residents are mostly farmers. In this

barangay, there are 1559 registered voters. This includes the problems they

encountered with respect to their political views.

This study aims to investigate the impact of deliberative political campaign on

voter behavior in Barangay Tiagan San Emilio Ilocos Sur. The study will draw on

existing research on political campaign and will use a variety of methods to collect

data. The findings of the study will be used to develop recommendations for

improving political campaigns and voter education.

Theoretical framework

Social Identity Theory:

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In the context of the study, the Social Identity Theory offers valuable insights

into the ways political campaign might influence voters in Barangay Tiagan San

Emilio based on their social identities. This theory posits that individuals categorize

themselves and others into social groups, and these group memberships can shape

perceptions and behaviors (Ellemers, 2023). Researchers can explore how political

messages tap into voters' social identities, affecting their sense of belonging and

influencing their political preferences. Understanding these social dynamics provides a

nuanced perspective on the interplay between political communication and social

identity in the local context.

Conceptual framework

The conceptual framework used in the study is the IPO model. The IPO model

presents the input, process and the output of the study.

INPUT PROCESS OUTPUT

Profile of the respondents

*Construction and
a. age
validation of
b. sex The Impact of Deliberative
questionnaire
Political Campaign on
c. educational background *Distribution and Voter’s Behavior in
retrieval of questionnaire Barangay Tiagan San Emilio
d. religious affiliation Ilocos Sur
e. ip affiliation *Tabulation and
interpretation of data
f. political affiliation

Figure 1: The paradigm

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The paradigm shows the relationship of the input and the process to obtain the

output. It shows a brief picture of how the research was conducted. The input consists

of the profile of the respondents in terms of age, sex, educational background,

religious affiliation, Ip affiliation, political affiliation, civil status and educational

attainment. The process are the steps used in conducting the study such as

construction and validation of questionnaire, distribution and retrieval of

questionnaire and lastly the analyzing and interpretation of data. The output is the

impact of political campaign advertisement on voter’s behavior in Barangay Tiagan

San Emilio Ilocos Sur.

Review of Related literature

The researchers read and reviewed literature and studies that are related to the

impact of political campaign advertisement on voter’s behavior. Here are some of the

studies and reviewed literature which have bearing to this study.

According to Habermas (1984), deliberative democracy theory underpins the

premise that informed and rational deliberation among citizens enhances democratic

decision-making processes. Research by Neblo et al. (2010) indicates that deliberative

campaigns can augment voter knowledge and comprehension of political issues by

facilitating substantive discussions and information exchange. Moreover, studies by

Fishkin (1997) suggest that exposure to deliberative discussions can induce shifts in

political attitudes and promote greater political tolerance. Gastil and Black (2008)

found that participatory approaches, including deliberative forums, can mobilize

citizens to become more actively engaged in the political process, potentially

increasing voter turnout. However, according to Warren (2008), challenges such as the

risk of disproportionately benefiting politically engaged individuals and failing to

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reach marginalized communities exist. Nonetheless, deliberative political campaigns

offer a promising avenue for fostering informed citizenship and enhancing democratic

participation, though ongoing research is essential to address inherent limitations and

assess long-term impacts.

According to Denton et al (2019), Elections allow us the freedom to actively

participate in selecting our leaders and it was the core of democracy. The political

election campaign is an essential element of a democratic system. Elections provide us

with the opportunity to determine how our own interests can best be served and not

only do elections give opportunities for quiet decision making or overt participation in

determining who will govern, they also provide the legitimacy with which to govern.

The winners of elections receive a general acceptance of their right to power and no

matter how large or small the margin of victory, the candidate who receives the

necessary votes has been granted legitimacy quite distinct from power. Any election

can give the winner power but only a democratic election will provide the sense of

"rightness" or even "genuineness" necessary to govern or be governed.

In the study of Wantcheckon et al. (2013) states that 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. However, both theoretical and

empirical work suggest that public deliberation, or "two-way communication"

between politicians and constituents, may be more effective in eliciting information,

encouraging cooperation, and ultimately improving the efficacy of the political

process. Public deliberation, as facilitated through town hall meetings, could help both

politicians and citizens uncover common interests through the revelation of private
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Main Campus College of Arts and Sciences

information and 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.

Schmitt-Beck, Farrell (2003) explains political campaigns are treated as

occasions of immense importance by politicians, and never more so than today. In

recent decades political actors of all sorts parties and candidates, governments and

other political institutions, lobby groups, social movements and other kinds of

citizens' associations have increasingly come to view political campaigning as an

essential supplement to their engagement in the process of policy making.

Kavita Sharma (2012) stated that political campaigning is one aspect of any

election system, and it includes the use of many forms of communication tools

including political advertising. As compared to other campaigning tools a large share

of campaign expenditure is allocated for the purpose of political advertising and that

too across various political parties in India.

Ohme, Vreese, Albaek(2018) said that the digital media environment changes

the way citizens receive political information, also during an election campaign. First-

time voters increasingly use social media platforms as news sources. Yet, it is less

clear how accessing political information in such a unique social setting affects these

cohorts’ decision-making processes during an election campaign, compared to

experienced voters.
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Nott (2020) stated that political advertising is a form of campaigning that

allows candidates to directly convey their message to voters and influence the

political debate. By running ads on various types of media, candidates can reach

audiences that otherwise may not have been paying attention to the election and build

name recognition, highlight important issues, and call attention to the shortcomings of

their opponents.

Granato, Wong (2004) investigates the effectiveness of political campaign

advertisements. From findings in communications, political science, and psychology,

we know that the relation between voters and campaign strategists is dynamic and

evolves until voters’ views on a candidate crystallize. After that point, political

campaign advertisements are ineffective. To capture this “dynamic” we develop an

adaptive learning model that relates voters’ impression formation to expectations

about candidate behavior, one form of which (rational expectations), renders political

advertising ineffective.

Ali,Sapiezynski,Korolova,Mislove,Rieke(2021) explain that political

campaigns are increasingly turning to targeted advertising platforms to inform and

mobilize potential voters. The appeal of these platforms stems from their promise to

empower advertisers to select users who see their messages with great precision,

including through inferences about those users' interests and political affiliations.

Shelley Boulianne (2019) said that social networking sites are popular tools to

engage citizens in political campaigns, social movements, and civic life. The effects

of social media use on participation are larger for political expression and smaller for

informational uses, but the magnitude of these effects depends on political context.
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The effects of informational uses of social media on participation are smaller in

countries like the United States, with a free and independent press.

Furthermore, many countries say that being able to use the media for election

campaigns is very important for winning elections. Because most voters can be

reached through the mass media, it's important to make sure that every candidate can

use the media.

It is indeed a big advantage to all aspiring or running candidates to have their

own electoral campaign in any form whether political rally, house-to-house campaign,

social media mass media campaign, and even doing charity works for them to

introduce and endorse their self to their constituents and to have the chance to deliver

their platforms and had an open forum from the voters.

Statement of the problem

This study aims to examine the impact of political campaign advertisement on

Voter's behavior in Barangay Tiagan San Emilio Ilocos Sur. This study is guided by

the following questions:

1.What is the profile of the respondents in terms of:

1.1 Age

1.2 Sex

1.3 Educational background

1.4 Religious affiliation

1.5 IP affiliation

1.6 Political Affiliation

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2.What factors contribute to the effectiveness of deliberative political campaign

influencing voter’s behavior in Barangay Tiagan San Emilio in terms of;

1.1 Electoral Participation

1.2 Elected Officials Performance

1.3 Voters Behavior

1.4 Gender Attitudes and Norms

3.Is there a significant relationship between the profile of the respondents and the

factors affecting the political campaign on voters' behavior in Barangay Tiagan San

Emilio Ilocos Sur?

Hypothesis

This study considered the following hypothesis:

1.There are no significant differences in the factors contributing to the

effectiveness of political campaign influencing voters' behavior in Barangay Tiagan

when grouped according to profile?

2. There is no significant relationship between the profile of the respondents

and the factors affecting the political campaign on voters' behavior in Barangay

Tiagan San Emilio Ilocos Sur.

Assumption

In this study, the researchers assumed that:

1. It is assumed that the demographic profile of the respondents in Barangay

Tiagan San Emilio Ilocos Sur will be diverse, encompassing a range of age,

sex, educational background, religious affiliation, ip affiliation, and political

affiliation
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2. It is assumed that the effectiveness of deliberative political campaign on

voters' behavior will be influenced by factors such as electoral participation,

elected official performance, voters' behavior, and gender attitude and norms.

3. It is assumed that there may be significant relationship between the profile of

the respondents and the factors affecting the deliberative political campaign on

voters' behavior in Barangay Tiagan San Emilio Ilocos Sur.

Scope and limitation

This study is only restricted in determining the impact of deliberative political

campaign on voter’s behavior in Barangay Tiagan San Emilio Ilocos Sur.

This study is limited only in determining the profile of the respondents in

terms of age, sex, educational background, religious affiliation, Ip affiliation, political

affiliation and the factors that affects political campaign on voter’s behavior in

Barangay Tiagan San Emilio.

Significance of the study

The purpose of the study is to determine the impact of deliberative political

campaign on voter’s behavior in Barangay Tiagan San Emilio. The result of this study

will benefit the following:

Teachers. This study provides real-world examples for classroom discussions,

helping teachers illustrate the practical applications of political science and

communication theories.

Students. Students gain a deeper understanding of the complexities of voter

behavior, enhancing their analytical and critical thinking skills.

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Community. The findings offer valuable insights for community members to

make informed decisions during elections, fostering a more politically engaged and

aware society.

Future Researchers. This study establishes a foundation for future research

on the evolving dynamics between political campaigns and voter behavior, guiding

subsequent investigations in this field.

Voters: This study helps them to be more aware about the impact of

deliberative political campaigns.

Residents: This study gives insight on the impact of deliberative political

campaigns on voter's behavior.

Research: this study gives more information about the impact of deliberative

political campaigns on voters’ behavior.

Definition of terms

Age: this refers to a period of human life, measured by years from birth, usually

marked by a certain stage or degree of mental or physical development and involving

legal responsibility and capacity.

Sex: This refers to the physical characteristics of the respondents which is attributed

to being a male or female.

Educational Background: This refers to the highest level of education completed by

a person, shown as a percentage of all people in that age group.

Religious Affiliation: This refers to a religious group where the respondents are

affiliated spiritually.
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Political Affiliation: This refers to the political party or organization they identify

with or support.

Political campaign: This refers to organized effort which seeks to influence the

decision-making progress within a specific group.

Campaign: This refers to a series of actions or events that are meant to achieve a

particular result.

Voters: This refers to a people who have the legal right to vote in elections, or people

who are voting in a particular election.

Deliberative: This refers to the act or process of carefully considering, discussing,

and weighing options or ideas before making a making a decision or taking action.

Behavior: This refers to anything that an organism does involving action and

response to stimulation.

Policy Making: This refers to the process used by a government to decide what to do

about a public problem or issue that requires its attention and action.

Electoral Participation: This refers to the voluntary activities undertaken by the

public to influence public policy either directly or by affecting the selection of

persons who make those policies.

Elected Official Performance: This refers to how effectively these individuals fulfill

their roles and responsibilities in their positions of public service.

Voters Behavior: This refers to how people decide how to vote.

Gender Attitude and Norms: This refers to the beliefs, values, and expectations that

society holds about the roles, behaviors, and characteristics of men and women.
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CHAPTER II

RESEARCH METHODOLOGY

This part of the research presents the research design, population of the study,

data gathering instrument, data gathering procedure and the statistical treatment of

data.

Research Design

This study will utilize the descriptive-correlational research design to identify

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the impact of deliberative political campaign on voters' behavior in Barangay Tiagan

San Emilio Ilocos Sur. Descriptive-Correlational research design according to Sousa

et. al. describes variables and the relationships that naturally exist between and among

them. Thus by using this method, the respondents were able to determine the

relationship between the profile of the respondents which are determined to age, sex,

educational background, religious affiliation, ip affiliation, political affiliation in

relation to the significance of deliberative political campaign to the registered voter of

Barangay Tiagan San Emilio Ilocos Sur in terms of electoral participation, elected

official performance, voters behavior, gender attitudes and norms.

Data Gathering Instrument

The research will employ a questionnaire as the primary data gathering

instrument. This questionnaire comprised two distinct parts. The first section focused

on collecting demographic information, including age, sex, educational background,

religious affiliation, ip affiliation, and political affiliation to provide a comprehensive

profile of the respondents.

The second part comprises of the factors contribute to the effectiveness of

deliberative political campaign influencing voters' behavior in terms of electoral

participation, elected official performance, voters' behavior, gender attitudes and

norms.

To determine the impact of deliberative political campaign on voter’s behavior in

Barangay Tiagan San Emilio Ilocos Sur the scale below was used:

Scale Range of Value Interpretation

4 3. 26-4.00 Very High Impact

3 2.51-3.25 High Impact

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Main Campus College of Arts and Sciences

2 1.76-2.50 Low Impact

1 1.00-1.75 Very Low Impact

Population and Sample

This research targets the demographic of residents in Barangay Tiagan San

Emilio Ilocos Sur, focusing on individuals aged 18 and above. There was a total of

309 selected registered voters of the said Barangay who all served as the respondents

of this study.

Data Gathering Procedure

The data gathering procedure for this research involved obtaining permission

from the Barangay Captain, Mr. Bryan P. Ramos of Barangay Tiagan San Emilio

Ilocos Sur. Once permission was secured, the researchers distributed questionnaires to

the identified respondents within the community. To ensure clarity and understanding,

the researchers provided detailed explanations of the questionnaire's purpose and

instructions during the study's execution.

It is noteworthy that the researchers emphasized the importance of privacy and

confidentiality to the respondents, assuring them that the gathered information would

be kept secure. This approach aimed to encourage honest and unbiased responses

from the participants, fostering a more reliable dataset. Additionally, the collected

data were retained by the respondents, adding an extra layer of control and

responsibility in handling the sensitive information obtained during the research

process.

Statistical Treatment of Data

The following statistical tools were used in the treatment of data gathered.
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1. Frequency Count and Percentage. This will be used to describe the profile of the

selected respondents of Barangay Tiagan San Emilio Ilocos Sur.

2. Mean. This will be used to determine the factors contribute to the effectiveness of

deliberative political campaign influencing voters' behavior in Barangay Tiagan San

Emilio Ilocos Sur and to determine the individual preferences towards various

communication channels affect the impact of deliberative political campaign on

voters' behavior.

3. Correlational Coefficient. Is there a significant relationship between the factors

contributing to the effectiveness of deliberative political campaign in influencing

voters' behavior in Barangay Tiagan San Emilio Ilocos Sur.

4. T-test. Is there a significant relationship between the profile of the respondents and

the factors affecting the deliberative political campaign on voters' behavior in

Barangay Tiagan San Emilio Ilocos Sur.

Ethical Considerations

This research on the impact of deliberative political campaign on voters'

behavior in Barangay Tiagan San Emilio Ilocos Sure will be accurate and reliable.

Ethical issues like informed consent, confidentiality, privacy, and participant welfare

will be strictly observed.

The utmost important thing that the researchers will consider is to request

informed consent. The study's objectives, dangers, benefits, and confidentiality will

all be fully disclosed to participants. A consent form will be provided, giving the

participants complete freedom to proceed with the survey or decline.

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Confidentiality is a must in research. The responses and personal information of

the respondents will be kept confidential, it can only be accessed by authorized

persons. The information provided will be encrypted and securely stored.

Equally significant is privacy. The researchers will ensure the participants'

comfort and privacy during the study, giving them the freedom to answer the

questionnaire without feeling guilty or judged.

Lastly, the researchers value the respondent's health. The researchers will make

sure that the physical and psychological well-being of the respondents are unharmed

and not threatened. Participation will never be forced and will always be completely

voluntary.
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