VOICES FROM THE FEED: A QUALITATIVE INQUIRY INTO THE SOCIAL MEDIA BACKLASH AGAINST PRESIDENT FERDINAND MARCOS JR

Abstract

This study explores the social media backlash against President Ferdinand Marcos Jr. from January to April 2025, focusing on public criticisms expressed across various platforms, including Twitter (X), Facebook, TikTok, Reddit, and YouTube. Using a qualitative design and thematic content analysis, the research identifies and categorizes key themes emerging from user-generated posts, providing insights into the public's perception of the Marcos administration amidst economic challenges, governance concerns, and leadership controversies. The study uncovers five dominant themes: economic hardship and disillusionment, PR-driven governance over genuine leadership, lack of accountability and governance gaps, youth political awakening, and service neglect. The findings highlight the growing frustration among Filipinos, particularly younger generations, with the administration's response to pressing issues such as inflation, public services, and policy inaction. The results highlight the increasing role of social media as a critical platform for political discourse, where citizens engage in participatory democracy and hold public officials accountable. The study contributes to understanding the impact of digital backlash on public opinion, political engagement, and democratic processes in the Philippines.

Keywords: Social media backlash, President Ferdinand Marcos Jr., public criticism, thematic analysis, digital activism, economic hardship, governance, political engagement, youth political awakening, participatory democracy, Philippines