NARRATIVES OF POWER AND MEMORY: A RHETORICAL-HISTORICAL ANALYSIS OF PHILIPPINE POLITICAL DISCOURSE IN THE DIGITAL ERA

Abstract

Political discourse in the digital era is shaped by emotional persuasion, historical memory, and rapidly circulating online communication. In the Philippines, political narratives now operate within highly networked digital environments where symbolic messaging and affective engagement significantly influence public political interpretation. Although existing scholarship has examined populism, digital campaigning, and political communication, limited attention has been given to how rhetoric, historical memory, and digital mediation intersect within contemporary Philippine political discourse. This study examined how narratives of power and memory were constructed and circulated within Philippine political discourse during the 2016 and 2022 electoral periods. Using a qualitative rhetorical-historical approach, the study analyzed publicly accessible campaign speeches, televised interviews, campaign advertisements, official social media content, and related digital communication materials. The analysis was informed by rhetorical theory, collective memory studies, and digital political communication scholarship. The findings revealed that political discourse relied heavily on affect-driven narratives centered on crisis, discipline, unity, restoration, and national identity. Historical references and collective memory were strategically employed to reinforce political legitimacy, strengthen symbolic continuity, and evoke nostalgic forms of public identification. The study further found that digital media platforms amplified these narratives through repetition, audience engagement, and rapid online circulation. Comparative analysis between the 2016 and 2022 electoral periods also demonstrated shifts in rhetorical framing, from crisis-oriented populist discourse toward narratives emphasizing continuity, reconciliation, and national restoration. The study offers an integrated rhetorical-historical perspective for understanding how emotional persuasion, historical memory, and digital mediation interact within contemporary Philippine political discourse. It contributes to broader discussions on political communication, digital populism, memory politics, and democratic discourse in increasingly networked media environments.