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This research utilized a functional approach of campaign communication discourse and political visual images to analyze the political presentations by textual and visual information on Facebook and the influence on electronic word-of-mouth by likes and shares. Results revealed that candidates employ a safe strategies. They emphasize on policy more than character and on acclaiming more than attacking and defending. They are inclined to apply gender stereotype resistance because the femaledoi:10.20431/2454-9479.0303002 fatcat:sb3swqjcvneyfop4vz4xwc3eyq