Crafting Influence, Shaping opinions a Critical Discourse Analysis of Persuasion in Philippine Political Campaign Materials

Mariane Denise L. Raymundo and Ph. D Ma Theresa L. Eustaquio
Additional contact information
Mariane Denise L. Raymundo: Isabela State University, Echague Isabela
Ph. D Ma Theresa L. Eustaquio: Isabela State University, Echague Isabela

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 1652-1664

Abstract: Words possesses the capacity to cause changes in thought, emotion and heart. This research aimed to investigate the persuasive techniques employed by the top three Filipino senators in their campaign materials and its impact to the decision-making process of Filipino voters through a critical discourse analysis. The researcher gathered data by transcribing, and translating the interview and the downloaded advertisements and campaign materials from the internet. The analysis involved coding, categorizing, organizing, and interpreting the persuasive techniques and their implications, guided by Aristotle’s modes of appeal: ethos, logos, and pathos. The findings reveal that ethos, the appeal to trust, was the most frequently applied strategy and the most influential method of persuasion among the senators. This indicates that shaping a positive public image, establishing personal credibility, and embodying the values that matters to a broader populace are crucial factors that significantly impact the decision-making process of Filipino voters during elections.

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... sue-12/1652-1664.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... -campaign-materials/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:8:y:2024:i:12:p:1652-1664

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().