Behavioural Biases and Identity in Social Media: The Case of Philippine Populism, President Duterte’s Rise, and Ways Forward

Abstract

After what seemed the most vicious elections in Philippine history, Rodrigo Duterte emerged victorious during the 2016 Presidential Elections, with 16 million votes—nearly 7 million more than his closest rival from the Liberal Party. Duterte was able to tap into Filipinos’ deep frustration with the status quo, which he effectively framed as the fault of the elite “dilawan” (yellow/Liberal Party). Social media provided him with a potent stage to connect with voters and capitalize on amplified behavioural biases online. The case study examines behavioural biases and concepts of identity that were prevalent in social media during the 2016 elections, catapulted President Duterte into power, and still persist in Philippine society today. The case study urges readers to examine elections and populism with a behavioural lens, understand the effects of social media, and reflect on what can be done by public institutions, communities, and individuals to uphold values of truth, integrity, and compassion.