Sentiment Analysis of ‘Love the Philippines’ Campaign Fiasco
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.
Low Annual Physical Checkup Rates in the Philippines: Exploring the Root Cause
In a recently concluded study by Capstone-Intel Corporation, it was revealed that only around 40 percent of Filipinos do and commit to their recommended annual physical checkups. Initially, the thought that entered my head was one that involved commenting on the irresponsibility of Filipinos and proceeding to express how important it is to get that annual checkup. However, upon reflection, it led to the realization that the other percentage does not seem unreasonable at all. In hindsight, it is a demographic that I am a part of as well. This has also led to considering the reason why it is hard to constantly go to the doctor despite not being benignly sick, and the root cause of this mindset is due to how the medical field situation is in the Philippines. It is also important to consider that any personal standpoint also includes the context in which other demographics I exist in. As someone who is in a more privileged position, if this is the opinion that I hold, it stands to reason that there are others who have it much worse. Personally, there’s no sense of urgency to go to the clinics to get a checkup if it does not feel as though there are any symptoms or sickness that needs to be addressed. The main reason behind this is that consultations with doctors can be really expensive. In most cases, it may be the doctor just telling us that there is no problem, making it feel like a waste of money since it’s something that was felt by the individual in the first place. Even if people are sick, there’s a certain mindset that it would be easy to just recover from any sickness through rest and drinking enough water. This is a cheaper and more familiar alternative to buying the consistently expensive medicine prescribed by doctors or even going through the procedures ordered by those doctors. It is important to emphasize that annual checkups are important in a preventive rather than a recovery sense. However, it would be easier to be convinced to do this if the way in which medical care was accessed was more inclusive for more people. At its core, while it can be said that the solution falls into the hands of the individual person, it is also important to consider that another reason for the hesitance is rooted in inaccessibility. Issues such as these must be tackled at the source, rather than using those who have been victimized by this system as scapegoats. If this is done correctly, maybe the percentages will go higher as the days go by. — The preceding statement is feedback submitted by Iggy Nashor to Capstone-Intel Corporation, pertaining to a survey conducted by the agency.
Capstone-Intel Corporation: Countering fake news in PH needs “concerted effort” from everyone
Capstone-Intel Corporation, as a research and intelligence company entrenched in facts and data-driven insights, strongly supports the recent pronouncement by the national government to wage the war against misinformation in the Philippines, which has been a timeless dilemma for the Filipino people in the digital space. According to Atty. Nic Conti, Chief of Public Affairs at Capstone-Intel, it is impossible to measure the damage that has been caused by the dissemination of false information in the Philippines. It has resulted in the massive decline of public confidence both in the country’s leaders and media institutions, divisive political leanings, and even the deterioration of quality education. “The negative impact of fake news in the Philippines cannot be overstated. It has led to the erosion of public trust in institutions, the rise of political polarization, and the spread of harmful misinformation,” said Conti. The issue of fake news has increasingly become a major problem in the Philippines. The spread of false information through social media platforms and other online channels has led to widespread confusion and distrust among the public. This phenomenon has been amplified by the fact that many people consume news primarily through social media, where it can be challenging to distinguish between real and fake news. Atty. Conti also highlighted that all Filipinos, including organizations, have to collaborate in order for the country to take up arms against fake news. “Furthermore, fake news has been used to justify human rights abuses, incite violence, and undermine the democratic process. Addressing the problem of fake news in the country will require a concerted effort from all stakeholders, including the government, media, civil society, and the public,” he emphasized. Additionally, Atty. Conti heeded that various efforts have to be made in order for the national government to completely eradicate the continuous spread of fake news on social media. “This is a complex issue that requires a multifaceted approach, including education and awareness-raising, media literacy initiatives, and regulation of social media platforms,” he noted. The government has taken a proactive stance in addressing this crucial concern by launching a Media and Information Literacy campaign. This initiative is supported by the joint efforts of the Department of Education, the Commission on Higher Education, and various other agencies, including leading social media companies such as Google, Meta, TikTok, and X. Private sector companies, including Capstone-Intel Corporation, have also supported this program. The government’s efforts to launch the campaign are underway, but their effectiveness is yet to be determined. It is incumbent upon individuals to take ownership of verifying the accuracy of the news they consume and to remain vigilant against the dissemination of false information. Collectively, we can address the proliferation of fake news and foster a more informed and cohesive society. *** 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.
