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ist Glenda Gloria wrote that a typical Filipino election campaign at that time always has big rallies, motorcades and poblacion stops in its itinerary while political ads are restricted to leaflets, posters and komiks.

Election jingles were were used in rallies and played on the radio while candidates who want to reach out to voters has to do it in a 'personal' manner (e.g. house-to-house campaigns) because 'nothing could beat the personal appearance of a candidate' (Gloria, 2004). Ferdinand Marcos, on the other hand, was able to use the television to promote himself for his 1965 and 1969 presidential bids because the family of Fernando Lopez, his running-mate, owns a media giant. For the 1986 snap eelctions, volunteers and supporters of then candidate Corazon Aquino recorded her election speeches and campaign jingles to cassette tapes for distributrion to voters in the countryside (Gloria, 2004). In the succeeding years, the Commission on Elections implemented a ban on political advertising, with the aim of leveling the playing field in favor of less-moneyed candidates.

The Supreme Court overturned the ban in 2001. In the 2004 presidential elections, candidates had devoted a huge chunk of their resources to television advertising due to its wide reach (Hofilena-Florentino, 2004). President Gloria Macapagal-Arroyo, for one, used 66 per cent of her entire campaign expenses (or about P101 million) to ad placements (Gloria, 2004). Candidates Manuel Roxas II and Prospero Pichay also spent heavily on their senate bids, though with mixed results. Polling firm Pulse Asia head Ana Maria Tabunda said that though political ads can establish a hopeful's name recall, it also has to 'convince the voters on the merits of a candidate' to make it more effective (Tabunda, 2008).

八、研究缺口——H. The Research Gap
Much of the existing literature on Internet and politics focuses on how the former catalyzes the public's political participation by increasing the social capital and also by looking the their views and behavior. However, there are still no parallel researches on these in the local setting. Also, a definitive study on how and why presidential candidates use SNSs as a campaign tool is yet to be conducted. The onset of the 2010 general elections provides a good opportunity for this kind of research. . This study aims to offer new perspectives in political communication by giving an insider's look in SNS political campaigning, and to help in understanding the potentials of the Internet by looking at the candidates' tools, representations and motivations.

The country's last presidential elections was held in 2004, a year where Facebook and video-sharing site YouTube hasn't been put-up. Though articles written about Obama's use of the social media for his White House bid probed into the people behind his online campaign as well as how his team used SNSs for electioneering, not much has been said about the costs incurred for the entire effort (in relation to traditional campaign methods). Parenthetically, this study would look at how campaigning thorugh SNSs can possibly cut-down election spending.