Republic of the Philippines

Department of Education
SCHOOL DIVISION OF PANGASINAN
ANONANG NATIONAL HIGH SCHOOL

Examining the Preference for Popularity Over Competence in Leadership Selection in

San Fabian, Pangasinan

Researcher:

Mabalot, Kalvin Andrei c.

Visperas, Jasper V.

Zamudio, Franklin V.

February 2025
 CHAPTER 1
INTRODUCTION

Background of the Study

Leadership selection in democratic systems is a crucial process that shapes governance,

policymaking, and national development. However, voter preferences often prioritize popularity

and familiarity over competence and qualifications. This phenomenon is particularly evident in

political elections, where candidates with celebrity status, name recognition, or strong family ties

tend to have an electoral advantage over those with technical expertise and proven governance

skills.

In the Philippines, this trend is deeply rooted in historical, cultural, and media influences.

Political dynasties, entertainment-driven campaigns, and patronage systems contribute to a

voting culture where personality often overshadows policy. Similarly, on an international scale,

countries such as the United States, Brazil, and India have witnessed the rise of leaders who

leveraged their public persona rather than governance experience to secure political positions.

This study examines the extent to which popularity and familiarity influence leadership

selection, analyzing cases in the Philippines and internationally. By understanding voter

behavior, the study aims to contribute to discussions on electoral reforms, political literacy, and

leadership competency standards.

The selection of political leaders often hinges on factors such as popularity and

familiarity, sometimes at the expense of competence. This trend is evident both in the Philippines

and internationally, where voters may prioritize personal appeal or name recognition over

qualifications and experience.

 Understanding Voters' Preference for Candidates in the Philippine Presidential Elections,

Almazan (2023) explores how Philippine elections are influenced by popularity, populism, and

financial interests. The study suggests that these factors can overshadow a candidate's

competence, leading to the election of leaders based on public appeal rather than qualifications.

Today I Learned: Why Filipino Voters End Up Choosing the Wrong Leaders, German

(2024) discusses how many Filipino voters are unaware of the true responsibilities and duties of

government positions. This lack of understanding can lead to the selection of leaders based on

personality and familiarity, rather than competence.

Survey Mirrors Leadership Traits Preferred by Voters, a survey conducted by BOSES

Pilipinas (2022) found that 69% of respondents prefer candidates who can provide strong

leadership, 55% value honesty, and 42% consider intelligence important. While these traits are

desirable, the emphasis on strength and honesty may sometimes overshadow the importance of

competence in leadership selection.

Aspects of Political Leadership Relevant to Voters’ Choice and Preferences, a study

focusing on Malaysian elections identifies five key aspects of political leadership that influence

voter preferences: loyalty, integrity, competency, commitment, and resilience. The absence of

these characteristics can be detrimental to a candidate's prospects, suggesting that while

popularity plays a role, competence remains a significant factor in leadership selection.

What Countries Select More Experienced Leaders? The PolEx Measure of Political

Experience, Baturo and Elkink (2021) developed the PolEx measure to assess the political

experience of leaders across countries. Their findings suggest that democracies tend to select

more experienced leaders compared to non-democracies, although the difference has declined
since the early 2000s. This indicates a potential global trend where factors other than

competence, such as popularity, may influence leadership selection.

When Do People Prefer Dominant Over Prestigious Political Leaders? A study published

in Evolutionary Human Sciences (2020) examined how perceptions of dominance and prestige

influence voters. The research found that voters often rely on superficial cues, such as a

candidate's appearance or demeanor, which can lead to the selection of leaders based on

perceived traits rather than actual competence.

 Statement of the Problem

This study aims to examine the preference for popularity and familiarity over

competence in leadership selection, particularly in the context of political elections. Specifically,

it seeks to answer the following questions:

1. What extent does a candidate's popularity affect voter decisions in political elections,

potentially leading to the selection of less competent leaders?

2. What factors influence voter awareness regarding the responsibilities and qualifications of

political positions, and how do these impact the selection of competent leaders?

3. What impact do political dynasties and familial ties have on the selection of leaders, and how

does this affect the competence of elected officials?

Significance of the Study

This study is significant as it explores the growing trend of voters prioritizing popularity

and familiarity over competence in political leadership selection. Understanding this

phenomenon is crucial for various sectors of society, including policymakers, educators, political

analysts, and voters themselves.

For Voters – This study will help raise awareness about the consequences of electing leaders

based on personal appeal rather than qualifications and competence. It aims to encourage more

informed decision-making in elections.

Political Candidates and Leaders – The findings can provide insights into voter behavior,

helping candidates understand the factors influencing electoral success and how competence can

be highlighted alongside popularity.

Policymakers and Electoral Bodies – This study may contribute to electoral reforms by

emphasizing the need for voter education programs and policies that promote competency-based

leadership selection.

Academics and Future Researchers – The study adds to the body of knowledge in political

science, governance, and voter psychology, serving as a reference for future research on

leadership selection criteria and voter behavior.

Researchers Itself – Allows the researchers to develop critical thingking and analytical skills in

examining political and social issues. It also enhances their understanding of voter bahavior and

democratic process, contributing to their academic and personal growth.

Framewor of The Study

INPUT PROCESS OUTPUT

1. Candidate's -Review existing literature

popularity affect voter on voter behavior and
decisions in political leadership selection.
elections, potentially
leading to the selection -Collect data through
of less competent surveys, interviews.
leaders? Examining the
-Analyze how voter
2. Factors influence Preference for
preferences are shaped by
voter awareness
media, political culture,
regarding the Popularity Over
and historical trends.
responsibilities and
qualifications of Competence in
-Compare findings from
political positions, and
different locales to
how do these impact the Leadership Selection in
identify common patterns.
selection of competent
leaders? San Fabian, Pangasinan
-Evaluate the impact of
3. Political dynasties voter awareness and
and familial ties have political dynasties on
on the selection of leadership competence.
leaders, and how does
this affect the
competence of elected
officials?

Paradigm of the Study

This study is guided by the Input-Process-Output (IPO) framework, which helps analyze

the preference for popularity and familiarity over competence in leadership selection. The

framework systematically examines the factors influencing voter behavior and their implications

for political leadership.

 The input section shows that the study considers three key factors affecting leadership

selection, the impact of candidates' popularity on voter decisions, potentially leading to the

election of less competent leaders, the role of voter awareness regarding the responsibilities and

qualifications of political position, and the influence of political dynasties and familial ties on

leadership selection. These inputs serve as the foundation for understanding how voters make

their choices in elections.

The process is to analyze these factors, the study follows a structured research process. It

begins with a review of related literature to understand existing theories and findings on voter

behavior and leadership selection. Data is collected through surveys, interviews, or case studies

to examine real-world voter preferences. The study then analyzes how factors such as media

influence, political culture, and historical trends shape voter decisions. By comparing findings

from different locales in the Philippines and selected international cases, patterns and key

influences on leadership selection are identified.

The output of the study shows the final outcome of this study is a deeper understanding

of why voters tend to prioritize popularity and familiarity over competence in political elections.

The study will provide insights into voter behavior, identify the key factors influencing

leadership selection, and offer recommendations for promoting competency-based leadership

selection in democratic processes. Ultimately, this research aims to contribute to the ongoing

discourse on electoral reforms and leadership quality.

Definition of Terms

Leadership Selection – Refers to the process in which voters choose political leaders, often

influenced more by a candidate’s popularity and familiarity rather than their competence and

qualifications.

Popularity – In the context of this study, it pertains to the appeal of a candidate based on their

public image, media presence, and social influence rather than their leadership skills or

governance capabilities.

Familiarity – Describes how well-known a candidate is to voters, often due to family name,

repeated exposure in media, or prior public service, which can lead to electoral success

regardless of competency.

Competence – Defined in this study as the ability of a leader to effectively fulfill their political

duties, which includes experience, decision-making skills, and policy knowledge—often

overlooked in favor of popularity.

Voter Behavior – Refers to the tendencies and motivations behind voters' choices, which,

according to this study, are often shaped by emotional appeal, social influence, and media

exposure rather than critical evaluation of a candidate’s qualifications.

Political Dynasties – In this study, political dynasties are viewed as a factor that reinforces

familiarity in leadership selection, where voters support candidates based on their family’s

political legacy rather than individual merit.

Electoral Decision-Making – Describes the process by which voters select leaders, which this

study suggests is heavily swayed by personal appeal and recognition rather than objective

assessments of competency.

Democratic Process – Within the study, this refers to the election system where leaders are

chosen through public vote, but where popularity and familiarity often take precedence over

competency in leadership selection.

 CHAPTER 2
METHODOLOGY
Research Design

This study employs a descriptive research design to examine voter preferences in

leadership selection. It aims to describe how factors such as popularity, familiarity, and

competence influence electoral decisions. Through a structured survey questionnaire, data will

be collected from voters in San Fabian, Pangasinan, providing insights into the reasons behind

their voting choices. This design is appropriate as it allows for an objective analysis of voter

behavior without manipulating any variables.

Sources of Data

The primary sources of data for this study are the voters and residents of San Fabian,

Pangasinan. Respondents will include individuals from different age groups and backgrounds to

obtain a diverse perspective on electoral decision-making.

Instrument and Data Collection

Data will be gathered using a structured questionnaire. The survey will consist of both

closed-ended and Likert-scale questions to assess voter preferences, awareness of candidate

qualifications, and factors that influence their voting decisions. The questionnaire will be

distributed to selected respondents, ensuring that data collection remains objective and

systematic.

Analysis of Data
 The collected survey data will be analyzed using descriptive statistics, such as frequency

and percentage distributions, to determine trends in voter preferences. Responses will be

categorized to identify key factors that influence leadership selection in San Fabian.

Scope and Delimitation

This study focuses on San Fabian, Pangasinan, examining the electoral behavior of its

voters. The findings will be limited to this locale and may not fully represent broader voting

trends in the Philippines. The study also concentrates on factors like popularity, familiarity, and

competence, excluding other political influences such as party affiliation, campaign strategies,

and economic conditions.