The Perception of different age groups of registered voters in Dasmariñas City, Cavite on traditional and modern media in political campaigns / by Kristian O. Dimailig, Anielyn M. Manahan and Paul Kim L. Vergara.

Thesis (Bachelor of Arts in Political Science) Cavite State University

Includes bibliographical references.

College of Arts and Sciences (CAS)

DIMAILIG, KRISTIAN O., MANAHAN ANIELYN M., and VERGARA, PAUL KIM L. The Perception of Different Age Groups of Registered Voters in Dasmariñas City, Cavite on Traditional and Modern Media in Political Campaigns. Undergraduate Thesis. Bachelor of Arts in Political Science. Cavite State University, Indang, Cavite. July 2022. Adviser: Mr. Aldrin P. Baes.

The traditional and modern media plays a significant role during the campaign period as it drives the voters to choose the candidates, they desire based on the standard they have set for themselves or society. The researchers exposed the nuances of both media's specifications about political campaigns. Generally, the study aimed to get the voters' perception in Dasmarinas City, Cavite, about both forms of political campaigns in terms of accessibility, reliability, and credibility. To collect and analyze the data thoroughly, the researchers used the mixed method research design to study comparatively the perspective of the voters aged 20 to 29 and 50 to 59 on using traditional media and modern media in political campaigns. Furthermore, the researchers discovered that the perceptions of both age groups were based on their experiences, which satisfies the User Gratification Theory proving that it serves as the byproduct of age that contributes to how the electorate perceives the political candidates. Keywords: Traditional media, modern media, political campaigns, accessibility, reliability, credibility, perception

Submitted copy to the University Library. 07/06/2022 T-9089