BusinessMirror January 29, 2022

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By Cai U. Ordinario

OMMUNITIES on Facebook are just going to grow larger as more Filipinos become more convinced of who to support in the coming polls, according to the University of the Philippines-based Philippine Media Monitoring Laboratory (PMML). However, given this, more transparency is needed in terms of spending on Facebook, according to UP Communication Research Department researchers Marie Fatima I. Gaw and Jon Benedik A. Bunquin. The researchers warned recently that underground campaign funding that could have poured into Facebook must be uncovered to determine which content or users are paid by certain candidates. Gaw said there are times when paid or manufactured efforts lead to an increase in organic content. But determining this would require further study. “When you launch paid or under-the-radar campaigns, it’s possible that people may think of it as political popularity and they will be encouraged to actually voice out their own political preference as well,” Gaw said. Apart from underground funding, the researchers recommended that closer examination also be done on government Facebook pages and accounts to determine if these are being used for political campaigns.

Incumbents’ unfair advantage

BUNQUIN said there is evidence that publicly funded pages and certain agencies are talking about the efforts of certain candidates who are incumbents. This leads them to have an “unfair advantage” over their opponents because of the reach of these pages. Nonetheless, the extent of these instances has to be further

examined. Bunquin said the observed evidence of this in the current study is still inconclusive and would have to be validated by further analysis. “We still have to see how these government units or agencies are being utilized in the context of political campaigning. What we’re only seeing here is that they appear to be in the same cluster together, and the content that they’re sharing is also being shared by audiences of specific candidates. But if they’re the actual players who are doing the campaigning, [we cannot say],” Bunquin said. As for the perceived surge in presence of certain candidates, Gaw had this to say: “I think the sudden surge is quite questionable or something to investigate further. Because you see the Marcos clusters, it [was] very small 3 percent of the network in Q1 [first quarter] and all of a sudden it just catapulted to number one, merging with the Duterte and Go cluster,” Gaw said. Marcos, frontrunner in all surveys, has zero Facebook ads, according to a recent report by the Philippine Center for Investigative Journalism (PCIJ). He has also consistently denied having troll farms who help with his considerable social-media presence. On Thursday, lawyer Larry Gadon, citing an “insider” in Facebook Philippines, said the Robredo camp met recently with FB executives in an alleged effort “to remove or suspend the FB accounts of BBM

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supporters with big following.” A key aide of the vice president disputed this, telling BusinessMirror in Filipino, “there is no truth to that. Nothing of that sort happened.” Gaw acknowledged the need for further investigation of all candidates ramping up socialmedia presence. “What we would recommend as a further investigation would be to investigate the patterns of posting, the patterns of behavior of Marcos-related or -supported channels because that might reveal that they are in fact coordinated, that they are in fact paid for. But until then, we can’t say, but there are those signs already,” she explained.

Findings

NETWORKS of Facebook pages, public profiles and groups sharing election-related content grew in size from 37,936 from May to July 2021 (Q1) to 58,654 from August to October 2021 (Q2). In Q1 of the study, DPP researchers noted the emergence of 10 clusters, three of which were of similar sizes: Moreno-Ong aligned accounts and FB news & political pages (17 percent), government and local media and FB accounts aligned with Bong Go, Sara Duterte & Rodrigo Duterte (16 percent), and news media and Robredo & 1SAMBAYAN-aligned accounts (14 percent). Four other groups were smaller clusters but occupy a distinct space in the network: Pacquiao-aligned accounts and FB boxing pages (5.5 percent), government agencies, LGUs and NGOs engaged in election activities (4 percent), Lacson-aligned accounts, political bloggers and FB selling pages (4 percent), Marcos-aligned accounts (4 percent). In Q2, the researchers found only six clusters which greatly varied in size: news media and FB accounts aligned with Marcos, Sara Duterte, Bong Go & Rodrigo Duterte (21 percent), accounts aligned with Moreno, Lacson and Rodrigo Duterte (20 percent),

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Facebook spending in pre-polls focus

Pacquiao-aligned accounts and FB boxing and gaming pages (17 percent), and news media and Robredo & 1SAMBAYAN-aligned accounts (12 percent). The other two clusters were comparatively smaller: government agencies, LGUs and NGOs engaged in election activities (5 percent), and VisMin media accounts and groups and fan groups (1 percent) The DPP’s study on electionrelated Facebook activity was reported on January 25 by the PMM Lab, a consortium of researchers in the fields of communication, political science and data science. Its findings are based on shared posts from 96,590 public accounts, profiles and groups that mentioned election-related keywords from May to October 2021. Collaborating with the PMM Lab are Jalton Garces Taguibao from the Department of Political Science at the UP College of Social Sciences and Philosophy, and Geoffrey Solano from the Department of Physical Sciences and Mathematics, College of Arts and Sciences in UP Manila. Rappler partnered with the PMM Lab for the Facebook component of the DPP. “Rappler was not involved in the conceptualization and implementation of the project. It just provided us with the tool to scrape Facebook, which our team did independently of Rappler,” DPP core

team member Fernando dlC Paragas told the BusinessMirror. The DPP identifies the dominant personalities, organizations, topics and issues in the run-up to the elections. Through the use of network maps, DPP depicts the interconnections among various accounts and pages in social media. In so doing, it surfaces potential coordinated messaging and

posting, and the role of influencers during the 2022 presidential elections. Apart from Gaw, Bunquin and Paragas, the DPP core team includes Julienne Thesa Y. BaldoCubelo; Ma. Rosel S. San Pascual; and colleagues at the Department of Communication Research at the University of the Philippines College of Mass Communication.

n JAPAN 0.4456 n UK 68.8101 n HK 6.5976 n CHINA 8.0693 n SINGAPORE 37.9957 n AUSTRALIA 36.1344 n EU 57.2878 n SAUDI ARABIA 13.6982

Source: BSP (January 28, 2022)


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