Voting Preferences in the National Election: A Case among First-Time Voters

This research study aims to know the preferences of first-time voters in the national election. There are overall 12 respondents in the study that are divided into three respondents per age group that ranges from 18 - 21 years old. The participants were the firsttime voters in Tacloban City, Philippines who participated in the 2022 National Election. They were chosen using the Probability Sampling, specifically the Stratified Random Sampling. Qualitative Research is applied in this study which uses Descriptive Research Design, specifically Descriptive Case Study Research. This used to generate an in-depth, multi-faceted understanding of a complex issue in its real-life context. For the data analysis, Thematic Analysis was used, and based on the results and findings from the coded and transcribed responses from the interviews, three (3) core themes and ten (10) sub-themes were generated. With the utilization of a Semi-Structured Interview Questionnaire, coding, and careful analysis of the responses, the first patent theme that was identified, was the Qualities Sought in a Candidate, which is extracted into four sub-themes, (1) Clean Track Record (2) Has Leadership Experience (3) Educational Background and (4) Platforms. Subsequently, the second major theme focuses on the Factors Affecting Voting Preference, and it resulted in four sub-themes (1) Peers (2) School (3) Family, and (4) Political Party. Ultimately, the third main theme centers around the Effects of Social Media campaigns on Voting Preference, and it is divided into two subthemes, (1) Tracks Candidate's Record and (2) Misinformation. First-time voters believe a candidate who has a clean political record, outstanding leadership experiences, degree holder, and a vision for the country and its people are the most important qualities they must possess to be a good and effective leader. Furthermore, the family, school, peers, and political parties have a vital role to play in influencing the preferences of a first-time voter. Social media is also one of the most powerful campaign platforms according to the first-time voters, it can either educate voters or a breeder of misinformation