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Image, Issues, and Machinery: Presidential Campaigns in Post-1986 Philippines

Image, Issues, and Machinery: Presidential Campaigns in Post-1986 Philippines

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Published by Julio Teehankee
Kasuya, Y. and Quimpo, N. (Eds.). The Politics of Change in the Philippines. Manila: Anvil, (2010), 114-161

This paper will explore the political terrain leading to the 2010 presidential election. It seeks to understand the nature of presidential campaigns in post-authoritarian Philippines. Utilizing survey data, it will trace trends that reflect continuity and change in Filipino voting behavior. Moreover, it will apply the analytical tools of political marketing, such as market segmentation and candidate positioning, in identifying the key elements that contributed to a successful presidential campaign in the three most recent electoral cycles.
The paper notes that electoral campaigns in the post-authoritarian period have been waged with competing narratives of reformism, populism and clientelism. The tradition of Filipino-style reformist politics has been revived in the issue-based anti-corruption and good governance campaigns. Meanwhile, continued clientelism and money politics have manifested themselves in the machine-based campaigns that have eroded the gains of reformism. The failure of reform politics to address the problem of poverty, coupled by the ascendancy of the mass media, has fueled the image-based populist campaigns. Ultimately, the rise of media and public opinion polling as influential conduits between national candidates and the electorate underscores the need to find the right mix and astute use of image, issues and machinery.
Kasuya, Y. and Quimpo, N. (Eds.). The Politics of Change in the Philippines. Manila: Anvil, (2010), 114-161

This paper will explore the political terrain leading to the 2010 presidential election. It seeks to understand the nature of presidential campaigns in post-authoritarian Philippines. Utilizing survey data, it will trace trends that reflect continuity and change in Filipino voting behavior. Moreover, it will apply the analytical tools of political marketing, such as market segmentation and candidate positioning, in identifying the key elements that contributed to a successful presidential campaign in the three most recent electoral cycles.
The paper notes that electoral campaigns in the post-authoritarian period have been waged with competing narratives of reformism, populism and clientelism. The tradition of Filipino-style reformist politics has been revived in the issue-based anti-corruption and good governance campaigns. Meanwhile, continued clientelism and money politics have manifested themselves in the machine-based campaigns that have eroded the gains of reformism. The failure of reform politics to address the problem of poverty, coupled by the ascendancy of the mass media, has fueled the image-based populist campaigns. Ultimately, the rise of media and public opinion polling as influential conduits between national candidates and the electorate underscores the need to find the right mix and astute use of image, issues and machinery.

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Categories:Types, Research
Published by: Julio Teehankee on Apr 14, 2010
Copyright:Attribution Non-commercial

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06/27/2012

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9
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nf qjc 9==7 clc`qmnb {mqj 0; achnkwipjm` viwmiglc nf qjc _jmlmppmbc `cbs" Pmhmliw qn Iban”
bambk, Libac achnbqwiqca qjiq cqjbn(lmbksmqm` amvmmnb {i i jmkjl} mkbm`ibq mbscb`cnb vnqmbk gcjivmnw iq qjc ai{b nf qjc pnq(isqjnwmqiwmib cwi" Hnwc wc`cbql}, Dis}i iwksca qjiq pwcmacbqmil clc`qmnb mb qjc pnq(isqjnwmqiwmib pcwmna iwc `jiwi`qcwmuca g} ib ngcwvca mbqigmlmq}nf mbqcw(piwq} `nhpcqmqmnb" Pjc macbqmca q{n fi`qnw qjiq jivc `nbqwmgsqca qn qjm mbqigmlmq}5 9- qjcmb`wcica bshgcw nf `ibamaiqc4 iba 7- qjc fwcyscbq ippciwib`c iba amippciwib`c nf bc{ piwqmc"

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