Election Campaign on Facebook: The Case of the Philippines

Mr YoungJoon Koh4

4University of Sydney, University of Sydney, Australia

This paper explores how Facebook is used for promoting presidential candidates in the 2016 Philippine election. As for online activities, Filipinos spend 9 hours a day on the Internet. There are more than 41 million Facebook users. During the 2016 election campaigning, Rodrigo Duterte had utilized social media effectively. The Comelec itself used media to encourage citizen to participate in that election. Although not all politicians are into the Internet yet, digital media has become a prominent campaign vehicle. Hence, I examine presidential candidates’ activities on Facebook. Some findings in this article implied that Facebook is used as a place of a propaganda campaign even though it is a tool to form a personal network in general. Given that politicians in the Philippines struggle with issues of transparency, Facebook is only channel that allows the people to scrutinize presidential candidates.


YoungJoon Koh is a PhD candidate at the Department of Government and International Relations, the University of Sydney. His research project focuses on populism, populist candidates and election campaign in Philippines and Thailand.


The Asian Studies Association of Australia (ASAA) is the peak body of university experts and educators on Asia in Australia. Established in 1976, we promote and support the study of Asia in Australian universities and knowledge of Asia among the broader community. Our membership is drawn mainly from academics and students, but also includes industry and government Asia experts. We take a strong interest in promoting knowledge about Asia in schools and in contributing to state and Commonwealth government policies related to Asia. We provide informed comment on Asia to a broad public through our bulletin, Asian Currents, and specialist research articles in our journal, Asian Studies Review. Four book series published under our auspices cover Southeast Asia, South Asia, East Asia and Women in Asia.

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