Skip to main content
Article
Grassroots Organizations Go Online: The Case of Party-List Winners and New Media Technologies in the 2007 Philippines Elections
Quaderns del CAC (2009)
  • Kavita Karan, Nanyang Technological University, Singapore
  • Jacques DM Gimeno
  • Edson Tandoc, Jr., Nanyang Technological University, Singapore
Abstract

This study will look into the differences between the strategies of the Internet campaigns during the 2007 Phillippines elections by the two groups that used Internet as an campaign tool: Gabriela (a women’s group) and Bayan Muna (a militant group), both claiming to represent the poorest, disadvantaged and marginalized members of the society. Both party-list groups won seats in Congress and where Bayan Muna’s strategies were more effective than those of Gabriela’s. Drawing from theoretical concepts of Personal Influence by Gitlin (1978) and from Grölund’s understanding of the same, this study, through content analysis and in-depth interviews with members of the party, looked into where Bayan Muna had done right where Gabriela evidently fell short. The researchers address the following questions: Were the core supporters of both parties ready for the new style of campaigning? Did the parties effectively send the message to their supporters through the Internet? Will there be more active campaigning on the Internet in future Philippines elections despite the setbacks?

Keywords
  • elections,
  • party-list,
  • social networking
Publication Date
December, 2009
Citation Information
Kavita Karan, Jacques DM Gimeno and Edson Tandoc. "Grassroots Organizations Go Online: The Case of Party-List Winners and New Media Technologies in the 2007 Philippines Elections" Quaderns del CAC Vol. 33 (2009)
Available at: http://works.bepress.com/jacques_gimeno/3/