Philippines Free Press
May 17, 2004
Perception is King
by Manuel L. Quezon III
IN the Philippines, perception is king, and plausibility is queen. If things are perceived to be, then they are, regardless of reality. At the same time, if something is plausible, it is viewed as probable –again, regardless of reality.
The reality is that the counting isn’t over, and only the counting will reveal what is true. But until the counting is done, the battle over perception and the campaign to enlist plausibility in aid of the campaign continues.
This early on, however, certain trends can be deduced from the recently-concluded national elections.
The first is the return of the importance of machinery, and an accompanying crisis of confidence in media driven campaigns. The failed campaigns of Ramon Mitra, Jr. in 1992, and of Jose de Venecia in 1998, convinced many observers that the era of the party machine had passed. Succesful campaigns, it was thought, would succeed or fail based on a combination of media savvy and shrewd back room operations (including dirty psychological warfare tricks). The campaigns of Fidel V. Ramos and Joseph Estrada were supposed to bear this out.
On the other hand, the dizzying success of Joseph Estrada’s 1998 campaign brought to the fore the importance of show business and personal charisma. The concept of effective communication being essential to a campaign is as old as politics itself: but the fact that Estrada was an actor seemed to indicate something new. The result was that the 2004 campaign suffered from the perception that popularity, in particular show-biz popularity, would rule the roost. This was a particularly dangerous delusion to suffer from on the part of the opposition, but it also put the administration in a demoralized position at the start of the campaign.
What everyone forgot was that the Estrada campaign had succeeded because it combined the old and the new; it had its own machine and its candidate (Estrada) spent as much time cultivating his media image as he did on doing the rounds with provincial kingpins to enlist their support. In that fight, his opponent had machinery but no charisma, and so, all things being equal, electoral success was actually determined by the tried and true electoral formula, “politics is addition.” The candidate with charisma and popularity could do well if he had a serviceable machine; the candidate with machinery alone, however, wouldn’t be able to sustain his momentum in the face of charisma.
The administration carefully cultivated the impression it had all the machinery, when in fact, had the opposition paid more attention to its own machinery, it could have seriously wrecked the administration efforts. The President was viewed not only as a party outsider, but an unpopular one, at that. But when the hustlings began, she did what her opponent failed to do: assiduously court the support of local kingpins. They could not wait in the wings forever. By imposing her personality on her campaign leaders, the president showed more inclinations to act as a leader who understood the rules of the game, thereby becoming palatable to local leaders. She did not shrink from the traditional role national leaders play in elections, which is to act as broker and referee in closely-contested local races. She therefore created a political infrastructure while being careful to give the impression it was there all along, even while she was cobbling it together.
The opposition’s main contender, on the other hand, either refused, or was unable, to play the game, and alienated local support. He stood to inherit the Marcos political machine as reinvigorated by Estrada. Instead, he squandered his opportunities by ignoring local leaders and refusing to mediate their various quarrels. Leadership for him was a zero sum game in a system in which the leader who can dole out the most gravy to everyone comes out ahead.
Fernando Poe, Jr. and his handlers bet on showbiz glitz and bet big. Not even Estrada had done so. When the President, having consolidated her machinery, then took the fight into the very field Poe’s people assumed was theirs for the taking, real trouble began. Taking the fight to Poe’s home ground points to the next trend observable in this election.
The second trend is a generational shift in national, and even local, politics, with interesting implications for the future. The strength of Poe was anchored on his ruling the showbiz roost. But as the campaign dragged on, his kingship was seen to be a titular one. The showbiz elite, in general, it is true, answered his call. Out of loyalty or fear, the majority of the powers that be gravitated to his campaign. But his command was eventually exposed as limited, not all-pervasive. In the first place, while only a small minority of showbiz personalities openly defied him, showbiz insiders did whisper that a significant number of actors and directors and producers kept a discreet silence. More significantly, the minority that did dare to go against him tended to come from the ranks of younger celebrities. Celebrities who, it must be remembered, had already demonstrated their capacity to eclipse Poe at the box office. Such was the case with Ai Ai de las Alas, whose “Tanging Yaman” had killed Poe’s “Pakners” at the box office, and whose own following was mobilized through her endorsement of President Arroyo. Raul Roco and Bro. Eddie Villanueva, too, had their own cast of showbiz supporters, generally young, generally more in tune with the audiences whose votes were being courted.
That audience –the electorate- it must be remembered, is predominantly young, and speaks a different language from its elders, whose rhetoric it despises. Poe’s fans are increasingly aging; his political lieutenants political dinosaurs; his machinery, aging as well. His opponents were more vigorous, and perhaps, more ruthless –certainly, more creative. The class-based rhetoric of Poe belonged to an earlier age, and was somewhat ineffective in light of a less rural, more mobile, and more sophisticated citizenry which had already rejected the two past masters of fostering class divisions, Marcos and Estrada. The numbers to whom this kind of rhetoric appeals, it is true, is significant, but still, a minority. And that minority, which could have spelled overwhelming victory if it had been nurtured, was disgruntled by their candidates inability to put up a strong fight. Those really wanting an iron-fisted leadership clung to Lacson, while those who disliked the incumbent, but also disliked her predecessor, either supported Villanueva or Roco. The President, fairly young herself, and surrounded by more young people than Poe, was better able to entice the young.
The third, and final, trend, is a longer, more strategic view of campaigns on the part of certain candidates. New forces have been unleashed, for whom the 2004 campaign was merely a prelude for 2007 and 2010. These include first time voters, and those slightly older, but for whom their first political experience was the Estrada impeachment. They include a new class of younger entrepreneurs and the remnants of the middle class, who want strong, even authoritarian leadership. And it includes those who have rejected traditional religious institutions, becoming, instead, born again Christians. The Roco, Lacson, and Villanueva campaigns were the most creative and demonstrated the inroads alternative machineries can make in traditional politics. Their techniques will have an impact on the techniques of their more traditional colleagues. Their electoral failure must be balanced by the surprising cohesion of their supporters, and their remarkable showing in the polls. They have tasted blood, so to speak, and their thirst for more will be hard to quench. They will, to a significant degree, affect the lay of the political land for some years to come.
Whatever the surveys say, the campaign was a closely contested one, and the eventual outcome still holds some surprises. The battle for perception continues, because try as they might, the two leading contenders weren’t able to conjure up the perception of an overwhelming, or at least, inevitable, victory. At present the administration is trying to preserve its gains, but the closely contested national contest is being replicated in enough local contests to offer the opposition the opportunity to raid the squabbling local groupings of the administration, some of whom may be desperate for help, any help, to bring them victory. Therefore, the administration is busy guarding its machinery to ensure it doesn’t break down, while the opposition, back against the wall, is ruthlessly attempting to deny the administration a plausible victory.
The surveys prior to the election, and immediately after, offered the administration the chance to declare its victory plausible. But the manner in which the Commission on Elections bungled the voting, in particular the disenfranchisement of voters estimated by the Social Weather Stations to have reached 900,000 individuals, offers the opposition the chance to declare that enough people couldn’t vote to put the results of a close race in doubt. The collapse of the Namfrel quick count, too, places its efforts as an antidote to cheating –or the perception of cheating- in doubt. Monkeying around with the results on both sides becomes that much more plausible. The result is the denial of the administration of the perception of the inevitability of its victory, and affords the opposition a second wind –one coming at the heels of its blitzkrieg effort in the closing 10 days of the campaign, when its candidate finally came out swinging in a blizzard of ads. The effects of those ads, it seems, can be directly correlated with the closeness of the race. Smart money remains on a victory by the President. But in the continuing battle for perception and plausibility, the opposition is showing a startling resilience.