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Influencing Perceptions in the Digital Age: Audience Engagement in the “Bring Duterte Home” Instagram Campaign

Author

Listed:
  • Michael Kyanda Kambale

    (Polytechnic University of the Philippines/Manila)

Abstract

This paper conducts a critical examination of the Instagram campaign "Bring Duterte Home," hosted on the account @duterteupdates. Drawing on Uses and Gratifications Theory, Social Network Analysis (SNA), and Sentiment Analysis, the study investigates how the campaign shapes public opinion and audience behavior through the convergence of affective messaging and algorithmic visibility. By integrating qualitative discourse interpretation and quantitative engagement metrics (likes, shares, comments), the study reveals how this campaign constructs emotional narratives of nationalism and victimhood, particularly in response to Duterte's arrest. The paper further explores how Instagram’s affordances, such as hashtag virality, influencer networks, and algorithm-driven reach, affect political discourse and mobilize diasporic audiences. Ultimately, the study contributes to understanding how digital populism operates through emotional appeal and platform dynamics in the Philippine social media landscape.

Suggested Citation

  • Michael Kyanda Kambale, 2025. "Influencing Perceptions in the Digital Age: Audience Engagement in the “Bring Duterte Home” Instagram Campaign," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(13), pages 519-525, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-13:p:519-525
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    References listed on IDEAS

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    2. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
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