Status : Verified
| Personal Name | Lapus, Robin Kyle Segundo |
|---|---|
| Resource Title | Here lies voices : a case study on the rhetorical strategies of Bongbong Marcos in his 2022 presidential campaign |
| Date Issued | 07 January 2025 |
| Abstract | This study explores the rhetorical strategies employed by Bongbong Marcos during his 2022 Presidential Campaign in the Philippines, framed within Kenneth Burke's Guilt-Redemption Cycle. Through a qualitative case study, semi-structured interviews with three national campaign managers—representing Luzon, Visayas, and Mindanao—were conducted to uncover how activations, information operations, and political narratives were crafted and executed to reshape public perception and influence voter behavior. Findings reveal a nuanced approach where Marcos leveraged historical revisionism, grassroots engagement, and digital platforms to rebrand his controversial legacy. The analysis demonstrates how the campaign navigated societal guilt and resistance through strategic mortification and scapegoating, ultimately achieving redemption in the form of electoral victory. This research contributes to understanding modern political communication, the dynamics of narrative construction, and their implications for democratic processes. |
| Degree Course | Bachelor of Arts in Speech Communication : Rhetoric and Performance |
| Language | English; Filipino |
| Keyword | Marcos, Ferdinand R., Jr., 1957-; Political Narratives; 2022 Philippine Elections; Guilt-Redemption Theory; Political campaigns--Philippines; Rhetoric--Political aspects; Information Operations; Campaign management--Philippines; Rhetoric; Bongbong Marcos; Activations |
| Material Type | Thesis/Dissertation |
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