STRATEGI KAMPANYE FERDINAND ROMUALDEZ MARCOS JR. SEBAGAI CALON PRESIDEN PADA PILPRES FILIPINA 2022

The 2022 Philippine Presidential Election is in the global spotlight with the victory of Ferdinand Romualdez Marcos Jr., who took over leadership of the country after a tight political battle. This research aims to analyze the campaign strategy used by Ferdinand Romualdez Marcos Jr. to achieve this victory. The research method used is content analysis of campaign materials and literature review related to political strategy. The results of the analysis show that Marcos Jr.'s campaign is based on three main pillars: family history narratives, populist rhetoric, and the use of social media. Marcos Jr. capitalizing on the family's political legacy and constructing a narrative that depicts his father's reign as the Philippines' golden age. In addition, populist rhetoric promising change and stability has also become the main focus of the campaign. During the campaign, Ferdinand Romualdez Marcos Jr.'s team actively managing content on social media, utilizing these platforms to spread messages and expand the reach of campaigns. Despite criticism of some of the campaign's tactics, the strategy overall proved effective in influencing public opinion and winning the electoral support necessary for victory. This research provides in-depth insight into the political strategies used in the context of the 2022 Philippine presidential election, as well as their implications for the democratization and political processes in the Philippines.