The ‘I’ on Facebook: Self-presentation Strategies of Politicians



Politics and the media are locked in a ubiquitous relationship that can spell the difference between the politicians’ electoral triumph and defeat, and their infamy or celebrity as public figures. It is generally argued and found that media coverage of political candidates or of campaigns in general affects candidate support from the citizenry. It is through the mass media that voters hear and see the political candidates, and hence the media informs their perception of candidates and electoral choice. Social network sites such as Facebook offer public figures a new channel for projecting their image. Touting the tag line” Be connected. Be Discovered. However, these reports do not explain the dynamics behind the use of social networks in electoral campaigns especially in a country marked by a low ICT
penetration such as the Philippines. This research on the role of Facebook in politics in the Philippines seeks to help build the literature on the intersection between social media networks and politics. The study seeks to describe social network practices and to determine tell-presentation strategies of Filipino politicians on Facebook, the dominant social network site in the country.

Keywords: institutional environment, economic constraints, institutional factors, limited access to loan, tight competition.

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Department of Public Administration
Room A5 Floor 7th Rattanapittaya Building
Faculty of Humanities and Social Sciences,
Khon Kaen University, Khon Kaen, Thailand

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