Political information is increasingly circulating in digital spaces Filipinos primarily use for leisure, often reaching audiences who do not actively seek out news, according to a study presented during a Philippine Institute for Development Studies (PIDS) webinar on Nov. 13, 2025.
The study, “Digital Public Pulse: Mapping the Digital Landscape of Philippine Politics,” authored by Dr. Jon Benedik Bunquin and Ms. Fatima Gaw of the University of the Philippines (UP)-Diliman, found that informal online ecosystems—including memes, lifestyle pages and vloggers—are significantly shaping political conversations online. The researchers say these entertainment-driven channels sometimes influence political discourse more than traditional news outlets.
During the 2022 campaign period, political posts coming directly from candidates gained more traction than content produced by news organizations. Bunquin, the presenter, said political actors no longer need the editorial gatekeeping of the press and can communicate directly with their supporters.
He noted that while legacy media remains relevant, its online audience has become “more limited and constrained,” pointing to a shrinking “news-reading public” on social platforms.
A key finding is the role of pages that appear apolitical, such as quote pages, gaming channels and meme hubs.
The research identified synchronized posting networks where multiple pages shared identical political content within a short period to “amplify reach and create an illusion of scale,” Bunquin said.
Given their large and highly engaged audiences, political content often reached Filipinos through viral posts and memes instead of official news reports. The study also highlighted the influence of anonymous or platform-native creators, like YouTube commentators, whose news-like content operates outside traditional verification systems.
Dr. Orville Tatcho, professor at the UP-Baguio Department of Communication, cautioned that digital findings should be interpreted within broader social contexts. He said that despite the prominence of digital platforms, Filipinos do not rely exclusively on online sources.
Tatcho said that interpersonal networks, especially family and friends, remain critical in spreading political information, adding complexity to the political communication dynamics.
Bunquin urged Filipinos to become more deliberate and discerning digital participants, saying that citizens should “leverage the affordances of digital media to demand accountability and transparency and build communities that translate social media discourse into meaningful action.”
