TECH4GOOD
Much like Christmas, anyone will not fail to recognize the start of the election season in the Philippines. You will know that the exciting period has started when you see pictures of candidates hugging LED billboards on expressways and tarps sprouting all over to the sight of politicians suddenly hugging media channels and community gatherings. Something new, however, is beginning to emerge. Politicians are using social media platforms not just to make themselves visible but also to spread information.
The Philippine election season is a fascinating blend of tradition, modernity, and intense political rivalry. With elements ranging from the high-stakes Election Day to the intricate political dynamics, vibrant campaign period, diverse voter persuasion strategies, very entertaining proclamations of winners, and the growing influence of social media and artificial intelligence (AI), Philippine elections stand out as a unique democratic process in this part of the world.
The implementation of the automated election systems has significantly improved the speed and efficiency of vote counting in the Philippines. The quicker tabulation and reporting of results within hours rather than days has enhanced public confidence in the electoral process.
The rise of social media, e-commerce, and AI is beginning to revolutionize the election landscape in the Philippines. These innovations have changed how candidates campaign, engage with voters, and analyze data, bringing both opportunities and challenges to the democratic process.
Social media platforms have become powerful tools for candidates to reach a wider audience quickly, engage with voters in real time, and craft targeted messaging. Viral posts, live streams, and interactive content create a dynamic campaign environment that resonates with tech-savvy voters. This transformation is particularly evident in the Philippines, where a significant portion of the population is active on social media. Social media also allows candidates to bypass traditional media gatekeepers, giving them direct access to their audience. But it has also given birth to a new phenomenon called trolls, mainly responsible for spreading misinformation.
AI is also playing a growing role in elections. AI-powered analytics help campaigns to better understand voter behavior, demographics, preferences, issues, and trends. This data-driven approach enables candidates to tailor their strategies and messages more effectively, ensuring their campaigns resonate with specific voter segments. AI tools can analyze social media sentiment, track engagement metrics, gauge voter reactions to a candidate’s speech or policy proposal, providing valuable insights for campaign teams, and predict election outcomes based on historical data and current trends.
E-commerce is also starting to play a role in transforming Philippine elections, particularly in the areas of funding and campaign merchandise. Some online platforms provide candidates new avenues to raise funds and distribute campaign materials.
Additionally, e-commerce platforms enable the efficient distribution of campaign merchandise such as t-shirts, posters, and other promotional items. This not only helps in raising funds but also enhances the visibility of candidates and their campaigns.
While integrating technology in Philippine elections offers numerous benefits, it also presents challenges that must be addressed. One significant concern is the spread of misinformation and fake news on social media platforms. The ease with which false information can be disseminated, influencing public perception and voter decisions, poses a threat to the integrity of elections. The Commission on Elections has responded to this by implementing guidelines to regulate the use of social media for election campaigns. The election body has now required candidates to register their social media accounts used for campaigns.
Privacy and data security are also important considerations. The collection and analysis of voter data by AI tools raise concerns about the potential misuse of personal information. Ensuring robust data protection measures and transparent practices is essential to maintaining voter trust and confidence.
Additionally, the digital divide in the Philippines means that not all voters have equal access to technology. Efforts to bridge this gap and ensure that all citizens can participate fully in the electoral process are crucial.
Philippine elections are exciting because they combine a unique blend of cultural traditions and modern influences. Every aspect contributes to a vibrant electoral process, from the festive atmosphere of the election season to the complex political dynamics at play.
The emerging transformative role of technology in the Philippine elections is undeniable. Social media, e-commerce, and AI have reshaped how candidates campaign, engage with voters, and analyze data. These innovations offer opportunities to enhance voter engagement, streamline campaign processes, and provide valuable insights. However, addressing the challenges associated with misinformation, data security, and the digital divide is essential to ensuring that technology contributes positively to the democratic process. As the Philippines continues to embrace these technological advancements, the election landscape will undoubtedly evolve, reflecting the dynamic interplay between tradition and innovation.
(The author is an executive member of the National Innovation Council, lead convener of the Alliance for Technology Innovators for the Nation (ATIN), vice president of the Analytics and AI Association of the Philippines, and vice president of UP System Information Technology Foundation. t4g.tmb@gmail.com)