The Role of Media in Election Campaigns

Caloy Diño

There was a time in the history of Philippine politics when only families with great
wealth and wide political influence contended for power at the national level. Only a
handful of families had the resources and the wherewithal to forge hundreds of alliances
at the local levels and maintain the political machinery necessary to run national
campaigns.

Well, the rules have changed. And the media is largely to blame. As we’re witnessing in
the current presidential elections, it is now possible for a candidate to grab a substantial
share of potential votes by running the campaign the way one sells shampoo or mobile
phones on TV. We’ve got to hand it to Manny Villar. Philippine politics will never be the
same because of him.

Of course, he is not the first to take advantage of the power of the media. We’ve seen the
winds of change coming when entertainment celebrities started running for office about
18 years ago and winning big time. Politics was no longer the exclusive domain of
society’s elite. Politicians were reduced from highly respected people with larger than life
personas, into celebrities you watch on TV, just like comedians and basketball players.
Eventually the line between politicians and entertainers were blurred. Soon, celebrities
crossed-over effortlessly from one field to the other. Manny Villar saw the writing on the
wall, turned himself into a “brand” and used the media to his advantage.

Noynoy Aquino is also riding a media phenomenon. His mother, Cory Aquino found
herself a protagonist in a political morality play as the media played up her opposition to
the administration of Gloria Macapagal Arroyo. The death of Cory Aquino is seen in the
context of this drama, and climaxed in the outpouring of sympathy by the thousands of
people who lined up the roads during her funeral procession. This media event
resurrected the Aquino brand, and propelled a “line extension” into a major presidential
contender. Noynoy did not have to be as charismatic a person like his father, Ninoy, nor
possess the simple likeability of his mother Cory. He simply had to be “the Son and
Heir,” and ride on the myth that the mantle of leadership was passed on to him. That is
enough to catapult him in front of the presidential race.

Unfortunately in this crazy media game, all the other candidates who are not so endowed
with resources or a strong brand image are at a serious disadvantage. Only a miracle can
catapult them to office. Either that, or at least one should get a genuine celebrity as
endorser. Joseph Estrada is a celebrity himself, which perhaps explains his strong
performance in the surveys even after his fall from power nine years ago. Gibo Teodoro
seems to be banking on the popularity of his vice presidential candidate Edu Manzano.
Bro. Eddie Villanueva has his own line-up of celebrities led by Gary V.

Manny Villar claims that he’s merely using the media to level the playing field because
he is not an haciendero nor does he come from a well-known family. And surely the
media can be a great leveler. When people watch TV, they don’t care if a candidate
comes from a political dynasty or has strong political machinery. People will vote
whomever they like.

But in the realm of political advertising, just like in brand advertising, it is a well
positioned message delivered by a likeable candidate, repeated on TV as frequently as
possible that can leave a lasting image in the minds of people, and influence their
decisions..

Media, therefore is a great tool for political influence. But until the use of media by
candidates is regulated effectively in future elections, it will favor only the candidates
with billions of pesos to spend. It will be the favored tool of the new elite of media savvy
celebrities-cum-politicians to capture or perpetuate themselves in power. And it will be
another hurdle on top of many others that will prevent the qualified but poor public
servants from being voted into office.