From Screens to Ballots: The Role of Facebook Campaign Posts on Political Socialization and Voting Behavior of Generation Z voters in the 2023 Sangguniang Kabataan Elections in Las Pinas City"

Abstract

This study examines the role of Facebook campaign posts in influencing the political socialization and voting behavior of Generation Z voters during the 2023 Sangguniang Kabataan (SK) Elections in Las Piñas City, Philippines. The study employed semi-structured interviews with 10 youth respondents from both districts of the city. Utilizing a qualitative research design grounded in phenomenology, the study conducted semi-structured interviews with ten youth voters aged 18–30 who actively engaged with Facebook during the campaign period. Thematic analysis, following Braun and Clarke's (2006) framework, was used to identify recurring patterns and insights. The results show that young voters' political awareness, perceptions, and voting behavior were greatly impacted by Facebook campaign posts, especially posters and videos. Political learning and involvement were aided by campaign materials that highlighted candidate policies, community service initiatives, and relatable causes. Facebook use promoted youth participation and strengthened democratic values by facilitating both overt and covert types of political socialization. Benoit's Functional Theory of Political Campaign Discourse demonstrated that the most prevalent and successful tactic was praise, or positive self-promotion, although assaults and defenses had a minor but significant impact on voter sentiment. Facebook continues to change conventional routes of political socialization and is an effective instrument for educating young people about politics and preparing them for local elections. It emphasizes how important digital literacy and moral campaigning are to encouraging young people to be educated and involved citizens.