Presentation Schedule
The Strongman Mythos: A Critical Discourse Analysis of Algorithmic Narratives, Collective Memory, and Media Literacy in Post-truth Philippines (111468)
Monday, 9 November 2026 16:15
Session: Poster Session
Room: Atrium (1F)
Presentation Type:Poster Presentation
This study investigated how algorithmically mediated digital discourse constructs and circulates the mythos of strongman leadership in the Philippines, with particular focus on Rodrigo Duterte and Ferdinand Marcos Jr. Set against the backdrop of the 2022 national elections and the rise of post-truth politics, the research examined how platforms such as TikTok, Facebook, and YouTube function as engines of emotionally resonant and historically revisionist narratives. Employing Norman Fairclough’s three-dimensional model of Critical Discourse Analysis (CDA), the study analyzed a purposively sampled corpus of English and Taglish digital texts, including captions, thumbnails, hashtags, soundtracks, and user commentaries produced between 2021 and 2023. Findings revealed five dominant themes: the use of a strongman lexicon and heroic framing; nostalgic reframings of Martial Law as a golden age; unity appeals that depoliticized critique; family metaphors and parasocial intimacy; and rhetorical strategies that silenced or delegitimized dissent. These narratives were algorithmically amplified through repetition, hashtag clustering, and emotional aesthetics, producing a discursive environment where strongman figures were normalized as paternal and redemptive leaders. The study responds to these challenges by developing a Critical Media Literacy Toolkit, a pedagogical resource that equips educators and students with analytical tools to decode propaganda, recognize algorithmic bias, and engage responsibly with digital media. By bridging theory and practice, the research contributes both to the scholarly understanding of algorithmic propaganda and to the promotion of democratic resilience in post-truth Philippines.
Authors:
Regine Ann Manabat, Trimex Colleges, Philippines
About the Presenter(s)
Miss Regine Ann Manabat is currently an Assistant Professor in Trimex Colleges Binan Laguna.
See this presentation on the full schedule – Monday Schedule
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