While Filipinos largely use social media for entertainment, humor, and daily updates, a study reveals that political information increasingly moves through these channels, often reaching audiences that seldom seek out news.
This finding was presented during a 蝌蚪传媒 (蝌蚪传媒) webinar held in partnership with the Philippines Communication Society (PCS) on November 13.
Titled “Digital Public Pulse: Mapping the Digital Landscape of Philippine Politics,” and published in the , the study reveals that political content is circulating through digital spaces that Filipinos primarily follow for leisure. These informal ecosystems, ranging from memes to lifestyle pages, are now shaping online political conversations as significantly as, and in some cases more than, traditional news outlets.
Authored by Dr. Jon Benedik Bunquin and Ms. Fatima Gaw of the University of the Philippines (UP)-Diliman, the study shows that memes, vloggers, entertainment creators, and platform-native commentators often overshadow mainstream media in shaping online political conversations.
Mainstream media’s reach narrows as politicians communicate directly
In his presentation, Bunquin explained that although legacy media remains relevant, it no longer commands the same influence online.
“Legacy media channels remain dominant, but their audiences have become more limited and constrained,” he said, pointing to a shrinking “newsreading public” on social platforms.
At the same time, political actors have learned to communicate directly with their supporters.
“Political actors no longer need the editorial gatekeeping of the press. They can directly communicate with their audiences, produce their own content, and issue statements without going through reporters,” Bunquin emphasized.
During the 2022 campaign period, this shift became pronounced: political posts coming directly from candidates gained more traction than content produced by news organizations.
“Comparing politicians to news media, we observed how politicians eventually overtook media as a source during Quarter Four on Facebook,” he added.
Apolitical pages become election amplifiers
A key finding of the study is the significant role played by pages that appear to be apolitical, such as hugot accounts, quote pages, gaming channels, meme hubs, and lifestyle vloggers.
The research identified networks of synchronized posting, where multiple pages simultaneously shared identical political content.
“It is a posting strategy wherein multiple pages share the same content within a short period of time to amplify reach and create an illusion of scale,” Bunquin explained.
Although these pages often claim to be apolitical, the study found that many actively participated in political messaging. Given their large and highly engaged audiences, political content often reached Filipinos through memes, short clips, and viral posts rather than through official political sources or news reports.
Beyond entertainment pages, the study found that anonymous, suspended, or platform-native creators, especially YouTube commentators whose news-like content operates outside traditional verification and accountability systems, yet significantly shape public discussions.
Digital influence is strong—but offline relationships still matter
Responding to the presentation, discussant Dr. Orville Tatcho, Professor at the Department of Communication of UP-Baguio, highlighted the need to interpret digital findings within broader social contexts.
“Mixed methods research and triangulation are encouraged, if not required, to enrich data sources and solidify the findings and conclusions,” he emphasized.
Tatcho noted that despite the prominence of digital platforms, Filipinos do not rely exclusively on online sources when forming political opinions.
Drawing from survey evidence cited in the study, he emphasized that interpersonal networks—particularly family and friends—continue to play a critical role in spreading political information.
This interplay between online visibility and offline relationships complicates the dynamics of political communication.
He also underscored the need to strengthen media and information literacy, given that political content increasingly circulates in informal, entertainment-driven spaces instead of formally designated political arenas.
Toward more informed digital participation
Bunquin urged Filipinos to become more deliberate and discerning digital participants.
“Citizens should leverage the affordances of digital media to demand accountability and transparency and build communities that translate social media discourse into meaningful action,” he said.
Watch the recording of the webinar at and download the study at . ### — MJCG
