During the latter week of June, the Philippine government, through the Department of Tourism (DOT), unveiled its “Love the Philippines” campaign slogan. This replaced the more than a decade-old “It’s more fun in the Philippines” slogan of the country, which spanned the leadership of the late and former president Benigno “Noynoy” Aquino III and former President Rodrigo Duterte.
In the earlier weeks of July, the issue became the topic of discussion online both in the national and international scene after public scrutiny revealed that the campaign video used “foreign footage” from other countries and not the Philippines.
Amid the height of the issue, Capstone-Intel Corporation conducted a sentiment analysis that reported and gathered the sentiment of social media users across various platforms from July 8 to August 8, 2023, and aimed to see how the “Love the Philippines” campaign was mentioned on both social and non-social media platforms.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Sentiment score
Using Capstone-Intel’s advanced analytic tools, it revealed that Facebook reported the highest percentage of mentions, with 41.2 percent accounting for 746 of the total mentions in various Facebook posts. The news comes in second with 518 mentions, or 28.6 percent of the total mentions. Videos have 10.6 percent of the total mentions, and X has 9.1 percent of the total mentions.
The data indicates that the primary platform where the “Love the Philippines” campaign was mentioned, whether it was a positive or negative mention, is Facebook.
Sentiment Analysis of Speaking Authors
In terms of the sentiment of speaking authors, authors from different platforms like X (72.6 percent) and Facebook (5.8 percent) showed positive sentiments towards the controversial tourism campaign. Meanwhile, authors from the platforms mentioned above, specifically a Facebook page operated by UNTV News Rescue, tallied a 56.6 percent negative sentiment and a 13.2 percent negative sentiment for Twitter.
Topic analysis of the ‘Love the Philippines’ campaign
Additionally, Capstone-Intel also identified the topics where the “Love the Philippines” campaign was mentioned. The “Tourism Campaign” garnered a 40 percent share of voice, but it can be seen that the topic had a 0.8 percent interaction share, while the topic “Marcos SONA Economy” recorded a four percent share of voice while its interaction share was 0.3 percent. The topic “Prices decrease, Love for Philippines” reported a 3.3 percent share of voice and a 0.2 percent share of interaction. Lastly, the topic “Tourism deals” got a 3.3 percent share of voice with no interaction share.
This only suggests that although these topics highly mentioned the “Love the Philippines” campaign, they recorded a lower level of interaction among the users.
Other topics that were not categorized and mentioned amassed the highest share of voice at 49.4 percent and a 98.7 percent interaction share.
