Local Language in the Context of Political Divides: An Evaluation of Local Language Use in a Voter Information Campaign in the Philippines Using Facebook Split Tests

• Main Authors: Mendoza, Ronald U, Domingo, Cristine Lian C., Mendoza, Gabrielle Ann S., Yap, Jurel K
• Format: text
• Published: Archīum Ateneo 2024
• Subjects: language; social media; split test; voter information; Communication; Social and Behavioral Sciences; Social Influence and Political Communication; Social Media
• Online Access: https://archium.ateneo.edu/asog-pubs/286; https://doi.org/10.1075/japc.00105.men
• Institution: Ateneo De Manila University

As populist leaders leverage disparities across geographic and language communities, democracies are threatened by an increasingly divisive political climate that compromises public discussions. This study evaluates how the basic communication strategy of utilizing local languages in information cam...