Asia Pacific Journal of Education, Arts and Sciences, Vol. 4 No. 1, January 2017 _________________________________________________________________________________________________________ 15 P-ISSN 2362-8022 | E-ISSN 2362-8030 | www.apjeas.apjmr.com Influence of Facebook to Voters’ Political Practices Pinky Salvador 1 , Princess Caroline Vivar 2 , Eduardo de Vera III 3 , Reynaldo B. Inocian 2 , Rufina C. Rosaroso 4 1, 2, 3 Political Science State Scholars, College of Arts and Sciences, Cebu Normal University, Cebu City, Philippines, 6000 2,4 Social Sciences & Public Governance Departments, College of Arts and Sciences, Cebu Normal University, Cebu City, Philippines, 6000 1 palangkikayweb@gmail.com, 2 vivarprincess04@gmail.com, 3 eduarddevera14@gmail.com, 2 inocian03@yahoo.com Date Received: November 16, 2016; Date Revised: January 30, 2017 Asia Pacific Journal of Education, Arts and Sciences Vol. 4 No.1, 15-23 January 2017 Part II P-ISSN 2362-8022 E-ISSN 2362-8030 www.apjeas.apjmr.com Abstract - This study described influence of Facebook to voters’ political practices and aimed to (1) identify the effects of Facebook to the voters’ decision-making and the effects of online promotions and campaign regarding their opinion about their electoral candidates; (2) examine the role of Facebook as an electoral tool; and (3) ascertain the influence of Facebook as a source of political information to voters’ behavior. The study utilized a case study design of three barangays: with two rural barangays in Cebu Province and one urban barangay in Cebu City, Philippines. Key Informants (KIs) were asked using unstructured questionnaire and interviews. Thematic analysis was used based on verbatim accounts. The vibrant influence of Facebook to voters’ political practices remained tremendous in an urban village compared to a rural village, more especially among the millennials. Facebook had an undersized connection to voters’ practices in terms of social demographics and work affiliation in government. Voters in a rural village had limited access to Facebook because of low level of education and simple way of life. Though, Facebook created voters’ personal choice of a trusted candidate during the casting of votes; but, in a rural village, voters were influenced by the radio, newspaper, television, campaign brochures, and leaflets in discerning on whom to vote. Keywords: Facebook, Social Media, Political Participation, Voter’s Practices INTRODUCTION Adapting to the new age and advance technology, time has changed. With the emergence of technological development, communication and exchange of information has never been made this possible. What is used then as a manual election, it is now automated and election campaign platforms are brought to a wider and higher coverage using Facebook, Twitter, and other social media outlets. These forms of media communication sites become avenues for individuals and organizations to socialize and interact with health, commerce, social issues, current events, and even political matters. The widespread development of social networking sites has allowed more achievable exchange of information. This information has facilitated influence and promoting messages. Social networking sites offer one to express interests, share opinions and even sell ideas or products. Among the lists of social networking sites visited and joined by many, Facebook is one of the most accessible and widely used social media in the Philippines, paving the way for political electorates, giving information, communicating, influencing users into their ideas, plans, opinions, platforms, and most importantly making these users vote for them in return. Facebook is a modern political tool to help these political aspirants to cast more votes, helping them become popular and bringing them closer to the masses, without even making a personal contact with them [1]. Given these significant reasons, many politicians are investing on promotions in many social networking sites particularly Facebook. This study is pursued because today Facebook has become a convenient part of everyone’s life and has been used as a good venue for campaigns for political election. The recent 2016 presidential election in the Philippines has elevated President Rodrigo Roa Duterte to victory even with less political machinery because of the popular use of Facebook among the techno-savvy voters and the millennials. Facebook is a good opportunity to advertise one politician