Nanyang Technological University

Internet is fast becoming the medium of election communication as political parties across the world are logging on to the Internet and it is impacting the political system and voting behaviours. An interesting phenomenon in political communication is the use of social networking sites like Facebook, You Tube and Friendster, that are being used as a means of election campaigning. While the popularity of Internet is increasing in the West, elections in Asian countries are also fast adopting these new technologies. In the recent 2007 elections in the Philippines, the Gabriela Women’s Party (GWP) won two seats, making it the first and only women’s group in the country to attain such a feat in the party list group contest. The party evolved from a feminist movement called Gabriela to a political force to reckon with, a testament to the historic development in women politics, and an issue of emancipation and power for women in Asia. Given the limited funds for mass forms of communication, the party made use of new communication technologies; in particular, the Internet and social networking sites like YouTube and Friendster along with its website and the mobile phones, to augment traditional campaign techniques. This study explores the strategies used by the GWP in positioning itself as a force in the Philippines political system and how the party introduced new media technologies. Though these technologies are yet to reach the grassroots in the country, they are successful in garnering international support and votes for the party. Through a case study approach and with in-depth interviews with its leaders and spokespersons, the study analyzes the party’s campaign techniques and its present and future impact. 3 of