"I AM THE RIGHT CHOICE": A SEMIOTIC ANALYSIS ON THE POLITICAL CAMPAIGN POSTERS OF THE 2019 PHILIPPINE SENATORIAL ELECTIONS

Semiotics is the study of sign processes. It investigates how the signs are constructed and how they are interpreted by the viewer. This study determined the signs present on the campaign posters of the senatorial candidates through the perspective of representational, interactive, and compositional metafunction, and investigated the meanings behind it, and how it contributed to their election. The study used Visual Grammar Theory by Kress and Van Leeuwen to analyze the campaign posters and supported it with triangulation method to strengthen the results of the study. The result showed that the representational, interactive, and compositional metafunctions of the campaign posters show how vital the details and their relationship, regardless of if they are integrated or not, with each other. The researcher also found out that the six (6) politicians are shown in a favorable light by portraying them in a formal look and with the ability to convince the public to vote for them. This study concluded that that every aspect in the making of the campaign posters is crucial in building a candidate's image to the public.