SCROLLING WITHOUT LEARNING: POLITICAL MEME EXPOSURE, SOCIO-POLITICAL AWARENESS, AND YOUTH DIGITAL ENGAGEMENT IN URBAN PHILIPPINES

The rise of various social media platforms and digital media contents, such as political memes, significantly impact the democratic processes within a country. In seeking to determine their capability in raising awareness, the researchers conducted a study aimed to determine the extent exposure to political meme culture as a political discourse; the level of socio-political awareness in terms of political information, societal events, and political interest; and the relationship between the extent exposure to political meme culture as a political discourse and socio-political awareness among selected youth. The study was conducted from March 2025 to May 2025 in selected barangays in the City of Imus, Cavite which are Buhay na Tubig, Carsadang Bago II, and Pasong Buaya II. Specifically, this study utilized Quantitative descriptive-correlational approach to effectively identify the relationship of the variables. The authors used a self-made survey questionnaire to gather data. Three hundred eighty-four (384) were purposively chosen in line with the criteria of the study. The results revealed that the respondents have frequently encountered political meme culture which implies that they are moderately exposed to political meme culture but not always. It was also found that the respondents have a high level of socio- political awareness in terms of political information, societal events, and political interest. However, Pearson R revealed that these two variables have no significant relationship.