When there is “unity” in the family: Contexts, meanings, and actions of Manila voters in electing Ferdinand Marcos Jr. in the 2022 Elections

This qualitative study sought to understand the context and process of the conversations and stories leading to electoral behavior and actions of families in Manila City during the 2022 Philippine presidential elections. The study explored their media exposure, the nature and process of political participation of those in their household, and the relationships outside their families that shaped their vote for Marcos Jr. We conducted focus group discussions with three families in Manila City who voted for Marcos Jr. Using Coordinated Management of Meaning of Pearce and Cronnen, the study found that participant families in Manila City coordinated meanings through the strong inside voices in the family, supplemented by the echo chambers of new media and distrust of traditional media, as well as the negative interactions in their community. These factors led several Manila voters further into their echo chambers and social enclaves. The campaign platform of “Unity” captured the unity among the families in voting for Marcos Jr. because of their shared mental scripts of his accomplishments, their perception of other candidates, and the perceived Marcos name and legacy. Select Manila voters supported Marcos Jr. hoping for the good of their families and the nation.