Southeast Asian Studies, Vol. ῐῐ, No. ῐ, March ῎ῌῌῒCommunication Variables Favoring Celebrity Candidates in
Becoming Politicians: A Case Study of the ῍ῑῑῐ and ῎ῌῌ῏Elections in the Philippines

Elmina Rayah Dizon M6C>6<Dῌ

Abstract
What conditions have made it possible for television celebrities to enter politics ? Why are
there many Filipino celebrities who are elected as national government officials ? Most
political analysts and media critics devoted time in analyzing public approval ratings andad spending during the campaign period to understand voting behavior and politicalchoice. While those studies may also be helpful, they do not cover the overall set-up that
contributes to the rising trend of celebrity politicians. This article offers to fill a gap incurrent scholarship on celebrity politician phenomenon by identifying factors that affectthe communication process between the celebrity candidate and voters even BEFORE theofficial campaign starts. For this reason, I chose to loosely base my framework on David
Berlo’s Source-Message-Channel-Receiver (SMCR) communication model. I found out that῍ ) the socio-cultural and political backgrounds of Source and Receiver; ῎ ) the social roleand spectatorship in relation to Message; and, ῏ ) the television’s nature as a Channel andits socio-economic background were critical communication factors in paving the way for
Philippines to have ῍῍ celebrity politicians as president, vice president and, senators during
the ῍῔῔ΐ and ῎ῌῌῐ elections combined.
Keywords: celebrity politicians, Republic of the Philippines, media, communication, election

Introduction
The emergence and increase of celebrity politicians in the Philippine national government can be tracked down to communication variables that favor celebrities. To aid us
in understanding this phenomenon, I patterned this paper’s framework after David
Berlo’s Source-Message-Channel-Receiver (SMCR) model. Berlo is one of the pioneers tolook at communication as an integral part of the society. Like him, I also believe that
there is neither Source nor Receiver that communicates as a free agent. The existence ofcelebrity itself, which is a socio-cultural figure, lies in the constant interplay between the
Source and Receiver.
The analysis starts with the socio-cultural and political systems affecting Source andῌ

Communications and Community Extension Services, Gensantos Foundation, Inc. ῍ College,
Bulaong Extension, General Santos City, Philippines, ῔ῑῌῌe-mail: elminarayahῌyahoo.com

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Receiver, which include electoral laws, weak political party system and Filipinos’ notionof kinship. It is followed by variables affecting the Message, which include Sources’ social
roles and mass spectatorship. Then, the last part is the variables affecting the Channelῌ
the medium’s nature and its network industry.
Common variables favoring celebrity candidates are pinpointed to explain theincrease of elected celebrities in Philippines’ political landscape. By drawing on theimportant variables at play even before the official campaign starts, the scope in
examining and understanding voting behavior is widened.
Development of Media and Celebrity Politicians in the Philippines
Media celebrities aiming to hold a seat in Malacañang, the center of Philippine government, can be traced back in the ῐth Congress (῍῕ῑ῔῍ῒ῍). The first elected senator from thefilm industry was matinee idol Rogelio dela Rosa, whose first film was Ligaw na Bulaklak(Wild Flower) in ῍῕῎῕. The film industry, at that time, was making more than ῑῌ movies
per year. There was no doubt that film viewing had established itself as a national pasttime among Filipinos by the end of ῍῕῏ῌs [Tiongson ῍῕῕ῐ]. Two years before dela Rosa
decided to enter politics, he was adjudged Southeast Asia’s best actor in the ῍῕ῑῒ
Hongkong Film Festival [Philippines, Senate of the Republic of the Philippines].
The first senator among television personalities was Edgar Ilarde in the ΐth Congress(῍῕ΐῌ῍ΐ῏). He is popularly known as Kuya Eddie (Brother Eddie) in his radio and television
programs, wherein people share their personal lives and ask for his brotherly advice.
However, the tenure of the Senators of the ΐth Congress was cut short by the
declaration of Martial Law in ῍῕ΐ῎. During this regime, President Ferdinand and First
Lady Imelda Marcos appealed to the public like media celebrities. Carmen Nakpil, aformer Senior Aide of Imelda, revealed that “Filipino masses were convinced that it(Ferdinand and Imelda Marcos) was a love team. It was part of their political persona,
together helping each other, together helping the country. It was very effective. It was
like a soap opera” [Diaz ῎ῌῌ῏].
The Marcoses ruled for ῍῏ years between ῍῕ΐ῎῍῔ῒ. Under mounting pressure, Marcos
called a snap presidential election in ῍῕῔ῒ where Corazon Aquino was installed as the new
President through people power revolution.
In post-Marcos politics, television took a big role. By mid ΐῌs television sets began tocirculate in the countryside, permitting the country’s poor to enjoy modern conveniencesthat until then had been the exclusive privilege of the rich. Television networks had toadjust to the new reality that the bulk of their viewers were no longer the middle andupper classes. The first adjustment was the usage of Filipino language because news andpublic affairs programs were broadcasted entirely in English until ῍῕῔ῒ, mirroring theprint media’s bias for English as a medium of serious political discourse. The democratization of television viewership compelled the use of Filipino as the language of public
opinion. It produced the unintended but salutary effect of awakening the poor to their495῔῕῎῏῎ῒῑ ῐ  ΐpolitical rights [David ].
In , television broadcaster Orlando Mercado and multi-awarded action star
Joseph Estrada made it to the th Congress (ῌ).
In the same year, the first post-Marcos Congress saw the need to control political
advertising because only well-off candidates could use it to enhance their chances of
winning. The ban, embodied in the Act Introducing Reforms in the Electoral System by
Amending Certain Sections of the Omnibus Election Code and for Other Purposes, was signed
into law in  and saw its first implementation in . The ban shut out newcomers
from the race and ensured the re-election of incumbent officials as well as film andtelevision celebrities.

Indeed, from  to , while Congress dragged its feet on

proposals to lift the ban, eight celebrities made it to the Senate [Gloria et al. ].
In the th Congress (ῌ), celebrities landed the top slots. Show host Vicente
Sotto III ranked first, followed by actor Ramon Revilla, and basketball player Freddie
Webb. They maintained their seats in the th Congress (ῌ). In addition, action star
Joseph Estrada made one step forward by winning the vice-presidency.
At that time, the entire communication process between celebrities and voterscannot be ignored.

By early and mid s,   million out of   million Filipino

households owned a television. It grew at a rate of  ῍ in five years [Philippines, KBP]. With such growth rate, television has reached an estimate ofmillion households

by late s. By then, access to television could mean reaching out to 

million votersat two eligible voters per household.
In the th Congress (ῌ), Joseph Estrada won the presidency with the largest
margin in Philippine history. His votes wereplacer, Jose de Venecia.

 million more than that of the second

The top three in senatorial race were news anchor Loren

Legarda, public affairs show hosts Renato Cayetano and Vicente Sotto III.

Formerbasketball player Robert Jaworski and actor Ramon Revilla claimed the number  and spots that same year.
The political ad ban was lifted in . Although the percentage of elected officials
among celebrity politicians decreased, the celebrity candidates increased from  ῍ to῍ between  and .) As a result, celebrities continue to make inroads into
politics even with the lifting of the ban and maintain a notable percentage in national
politics.
In the national level, television became the main channel of public information. In, campaign strategists had predicted that ῍ of the media budget went to television,
which has emerged since late s as the most influential media [Hofilena ].
Television has the widest reach, which is  ῍ in Manila and ῍ in urban areas [Braid]. Nationwide, ῍ depended on it for campaign-related information. Sixty-sevenῌ From the film and television industry, there were  celebrities out of  candidates in and,  celebrities out of  candidates in . Please refer to Appendices  and .
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Fig. ῌ

Percentage of Lawyers and Media Celebrities from the ΐth to ῍῏th Congresspercent believed in its credibility in delivering information and news about candidates[Hofilena ῎ῌῌῐ: Pulse Asia ῎ῌῌῐ].
In the ῍῏th Congress (῎ῌῌῐῌῌῒ), the vice presidency was a race between veterananchors of Alto Broadcasting Corporation-Chronicle Broadcasting Network (ABS-CBN).
Vice President Noli de Castro won over Loren Legarda, both of whom were former top
vote getters in the ῍῔῔ΐ and ῎ῌῌ῍ senatorial race. Elected as senators were actors Lito
Lapid, Ramon Revilla, Jr., Jinggoy Estrada and television host Alfredo Lim.
The Senate, being responsible for legislation, is dominated by lawyers in terms ofprofessional field. All senate presidents, since the EDSA Revolution in ῍῔ΐῒ, were lawyers
except for Blas Ople (῍῔῔῔ῌ῎ῌῌῌ) who was a journalist. Lawyers had cornered a significant
percentage of the total senate seats from the ΐth Congress to ῍῏th Congress; the highestat ῑῌ῍ during the ΐth Congress, but down to just ῏ΐ῍ in the ῍῏th Congress. In contrast
to the decreasing number of lawyers in the Senate, the percentage of media celebrities
has been increasing from ΐ῍ in the ΐth Congress to ῍ῒ῍ in the ῍῏th Congress. Withinthat time span, media celebrities became the second most dominant professionals, afterlawyers.῎)

The Senate is opening its gates to a new breed of politicians: the media

celebrities.

Conceptual Framework
Previously published articles centered on voters’ response in the context of candidate
advertising and campaign tactics [Nicdao Jr. ῎ῌῌ῍; Gloria, Tabunda and Fonbuena ῎ῌῌῐ].
῎ῌ Renato Cayetano, a lawyer and television host, was counted on both professions. Pilar
Cayetano, his daughter, was counted as a lawyer.
497῔῕῎῏῎ῒῑ ῐῐῐ ῐ ΐHowever, their sole emphasis on what is happening during the official campaign period
minimizes the intricate interplay of different peculiar factors at work in the entire
communication process.

In fact, the most helpful source of information about thecandidates during the ῎ῌῌῐ election was the television news program, gaining ῑῑ῍ ascompared to ῐ῍ in candidates’ advertising [Gloria, Tabunda and Fonbuena ῎ῌῌῐ]. Contrary to the hypodermic needle ῏ ) theory of direct media influence, this study points out
the factors affecting the communication process between celebrities and voters before
the official campaign starts.

This study would like to go beyond cause-and-effectdescription of campaign studies, which is what sociologist Stuart Hall labels as “overdeterminism.” Human behavior results from an interaction of several factors in thesociety. People do not simply respond to stimuli, either internal or external. Decision
about voting always takes place within a broader range of information and activities.
The celebrity politician phenomenon is difficult to attribute to a single cause.
With such consideration, I loosely based my framework on David Berlo’s SourceMessage-Channel-Receiver (SMCR) model. Berlo’s model places emphasis on the role of
the relationship between the Source and Receiver as an important variable in the communication process. Source and Receiver are affected by communication skills, knowledge,
attitudes and socio-cultural system. Message is affected by content, treatment and code.
Channel is affected by the five senses, which are seeing, hearing, touching, smelling andtasting [Berlo ῍῔ῒῌ].
The SMCR model was conceptualized in ῍῔ῒῌ during the empirical revolution (῍῔ῑῌῌΐῌ) of communication theories. At that time, communication as a field of study was justFig. ῌ
Source: [Berlo ῍῔ῒῌ]David Berlo’s SMCR Model of Communication

῏ῌ Hypodermic needle theory, or “magic bullet theory,” suggests that media messages are“injected” or “shot” straight into a passive audience who are powerless to resist the impactof the message.
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emerging, distinguishing itself from rhetoric and other social sciences. Theorists werepredominantly interested in communication effects and effectiveness [McQuail andWindahl ῍ΐῒ῍]. Compared to the earlier stimulus-response models where Source manipulates the members of the audience, Berlo is one of the pioneers to look at communication
as an integral part of the society. Unlike the earlier mathematical model of Shannon andWeaver ῐ ) (῍ΐῐΐ) [ibid.], Berlo introduced a variety of factors affecting the interplay
between Source and Receiver, considering the context in which communication takes
place. He questioned the whole notion of “already shared reality” by incorporating theinfluences of the Source/Receiver’s socio-cultural background and personal traits.
In Berlo’s framework, he did not specifically put arrows to indicate the flow ofcommunication. He believes that the person at one end of the communication process
and the person at the other end are quite similar. Berlo implies that communication is acontinuous process. The only justification for the existence of a Source, for the occurrence of communication, is the Receiver, whom the purpose of the Message is aimed.
Berlo’s model is mostly applicable to interpersonal communication so I remodeled it
to address the election of celebrities in Philippines (Appendix ῏ ). Channel, in this study,
includes mass media in the form of film and television, which appeal to the auditory andvisual senses. With regard to the Source, Receiver and Message, I excluded factors that
could be peculiar to each celebrity. Also excluded are communication skills, knowledge,
and attitudes, which are part of Berlo’s Source variables. Treatment (distinctive style inpresenting the content) and code (e. g. language and kinetics), which are peculiar too, arediscussed when further illustrating a point. By setting apart peculiar factors, this study
is framing the common communication variables among elected celebrities: ῍ ) thesocio-cultural and political systems of Source and Receiver, ῎ ) social role and mass
spectatorship in relation to Message and, ῏ ) the nature and industry of television as a
Channel. Compared to Berlo’s variables, they are further analyzed by discussing more
specific elements in the context of Philippine celebrity politicians. However, it disregards
uniquely individual factors of the Source and Receiver, which may also reveal important
facts in understanding the communication process.
When Berlo said that “only people mean” [῍ΐῑῌ], he was acknowledging that both
Sender and Receiver are their own encoders and decoders of meaning. Nevertheless, hisframework does not explicitly include the role of power and politics of signification in thecommunication process. The remodeled framework (Appendix ῏ ) does not also discuss
the concept of power because this study is concerned about the common variablesfavoring celebrity candidates rather than the production of meaning that would translate
to a seat in the national government.

ῐῌ Claude Shannon and Warren Weaver initially developed a model to separate noise from thechannel/transmitter. Later on, such information theory was “applied” to human communication.
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῔῕῎῏῎ῒῑ ῐῐῐ ῐ ΐ

It is to be noted that the SMCR model is not a winning formula for celebrities. Using
the same SMCR communication flow, celebrity candidates may still lose because of thefollowing reasons:῍ ῌ a favorable communication variable was not applied by a particular candidate(e. g. non-usage of screen name as in the case of Revilla in ῍῔ΐῒ)῎ ῌ a communication variable worked double blade (e. g. association to a kin linked
in a much publicized crime as in the case of Webb in ῍῔῔ΐ)῏ ῌ a possible intervention or emphasis of a peculiar variable, apart from thecommon communication denominator among celebrity candidates, working against the candidate (e. g. particular trait or background of a candidate; performance rating)ῐ ῌ a possible emergence of intervening variable (e. g. paramount event such as
revolution, change of form of government, impeachment; alleged cheating,claimed by non-celebrities and celebrities alike as in the case of Defensor in ῍῔῔῎
and Poe in ῎ῌῌῐ)ῑ ῌ the candidacy of more than one celebrity in a single position (e. g. Legarda and
De Castro in ῎ῌῌῐ vice presidential post)
The critical importance of SMCR framework lies in the variables at play in the interaction between Source and Receiver. Factors affecting each variable are interrelated. If any
one of the elements is pulled out, the whole structure collapses. For example, if thenational leaders will be elected not through “one vote, one person standard” but throughpeople’s representatives, television as a Channel may not have similar accessibility andappeal to the Receiver. If the variables change, fidelity ῑ ) in communication might change
too.
Table ῌCommon Variables Favoring Celebrity Politicians

I Source and Receiver

II Message

III ChannelIῌ῍ Socio-cultural and political backgroundIῌ῍ῌA The existing electoral lawsIῌ῍ῌB Weak party system
Iῌ῍ῌC Filipinos’ notion ofkinship in politicsIIῌ῍ Social roles and message contentIIῌ῍ῌA Public affairs’ show hostsIIῌ῍ῌB Film heroesIIῌ῎ Mass spectatorshipIIῌ῎ῌA Message consistency between social role and public imageIIῌ῎ῌB Language codeIIIῌ῍ Nature: visibility, accessibility and formatIIIῌ῎ The network industry
and its socio-economic
backgroundῑ῍ Total fidelity refers to an ideal communication act where the information transmitted isreceived exactly as it was sent.
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In this section, a table introduces the specific variables to be taken account at each
communication element (SMCR).
The Source shares the same socio-cultural and political systems with the Receiver.
Under electoral laws, both are governed by rules such asa) the limitation of television

exposure among candidates during campaign period,b) the “one-vote, one person”

policy, c) the “write-in” ballot procedure, and d) the granting of screen names as valid
votes. Other factors to be considered are the weak political party system and the notionof Filipino kinship.
The role of most celebrities before they joined politics is either film heroes or hostsof social documentary programs. In fulfilling such social roles, they tend to convey
Messages of hope and service. These Messages are maintained through spectatorship.
The Source maintains his/her celebrity image by projecting similar social role in his/her
public appearances and chooses a language code (i. e. Filipino, English) that is mostappealing to the viewers.
Television, being the Channel of communication, gives the celebrities wide access tothe home of Filipinos. Audio-visual in nature, it is persuasive in eliciting emotion as it
stimulates interaction with real people and propagates political themes, whether intended or unintended. Due to its economic nature, wherein shows depend on ratings andticket sales, the Source tend to produce Messages that are pleasing or interesting to theviewers.
This SMCR framework provides a general perspective on how communication
process works in the case of Philippines’ celebrity politicians. It does not aim to set aside
the importance of campaign period itself.

However, it emphasizes that the critical

relationship of the celebrity and the viewer is established even before election campaign
starts.
This framework is useful to depict the communication process among the ῍῍ celebrity politicians in the ῍ῑῑῐ and ῎ῌῌ῏ elections.

Particular vantage points, especiallycontent analysis and audience analysis, can be developed further.
This study focuses on the two latest presidential polls: the ῍ῑῑῐ election under
Estrada administration and the ῎ῌῌ῏ election under Macapagal-Arroyo’s reign.

It isinclusive of the President, the Vice President and the ῎῏ Senators.
In this article, the word celebrity politician is coined to refer to newscasters, television hosts, sportsmen, actors and actresses. These celebrities had at least one year of
television exposure or had three films, before being candidates in the national elections.
Therefore, Attorney Melanio “Batas” Mauricio, “Compañera” Pilar Juliana Cayetano,
Olivia “Bong” Coo, and “Mayor Fred” Alfredo Lim (in his ῍ῑῑῐ presidential candidacy) were
not considered as celebrity candidates in this paper.

501ῒΐῌ῍ῌῐ῏ ῏῏῎ ῏ ῑI Source and ReceiverIῌ῍ Socio-Cultural and Political BackgroundFor communication to happen, the socio-cultural and political systems are important
playing fields, shared by both Source and Receiver. In this section, there are three major
factors affecting the communication process. First is the existing laws that lay rules inelecting and being elected as a national government official. Second is the weak politicalparties, which contribute to the personality-based election. And, third is the Filipino’s
notion of kinship wherein the celebrity candidate projects and is seen within the context
of his/her family.
Iῌ῍ῌA The Existing Electoral Laws
Allowed Television Exposure for Candidates
Under Fair Elections Act 6.2, national candidates are allowed only ῍῎ῌ minutes of
television exposure during the campaign period.

Presidential and Vice Presidential

candidates have a ΐῌ-day campaign period while senatorial candidates have ῏ῐ days.
Under Philippine Republic Act 9006 section 6b, any movie, cinematograph or documentary portraying the life or biography of a candidate that is publicly exhibited in a theater,
television station or any public forum during the campaign period is prohibited.
Limited airtime was meant to level the playing field, channeling equal informationfrom different candidates. However, working in the media industry before the campaign
starts is not a violation of any kind. Media exposure is done without the usual politicalcolor, while establishing awareness and rapport with the viewers.
The celebrity politician phenomenon started with those who have been in the media
industry, using their exposure as a political capital. Recently however, the dividing line
blurs with those who have been in the government service, using the media as amechanism to gain exposure.
Former Senator Renato Cayetano, for example, was already a bureaucrat before
joining the media industry. In ῍ΐῒ῏, he was appointed Deputy Minister for Trade andIndustry. In ῍ΐΐῐ, Former President Fidel Ramos appointed him chief presidential legal
counsel.
Cayetano started broadcasting in radio through DZMM, radio news patrol of ABSCBN network, giving free legal education on weekdays under the Relos Reports. His reachbecame wider when he hosted Compañero y Compañera with Gel Santos-Relos on television in ῍ΐΐῑ. Renato Cayetano, known as Compañero, gave legal advice on the issue
portrayed in television drama. It had a lot of following for many Filipinos who have noaccess to lawyers, and were wondering where they stood legally in a gamut of situations.
In ῍ΐΐῒ when he ran for senate, Cayetano was elected with the second highest number ofsenatorial votes among the candidates.
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A similar case is Senator Alfredo Lim. In ῍ΐῒΐ after he retired as a Police Major
General, he was appointed as the Director of the National Bureau of Investigation. He
was known to the public for his dedication to eradicate crime, smut and corruption.
Against six other candidates, he won as a mayor of Manila in ῍ΐΐ῎, and in ῍ΐΐῐ, he was
re-elected. In the same year, a film entitled Alfredo Lim: Batas ng Maynila (Alfredo Lim:
The Law of Manila) was shown in cinemas portraying his biographical account. The
story had evolved in his role as a law enforcement officer and later a politician. Like
Cayetano, Lim had a radio program, the Pasada 630 at DZMM. In ῍ΐΐῒ, he ran in thepresidential race but lost. In the same year, he hosted a television program Katapat:
Mayor Alfredo Lim about real life documentaries, which was shown every Friday at
ABS-CBN broadcasting network. In Katapat, he discussed real-life dramas and current
issues using actual footage and re-enactment. Even before the show’s first episode wasaired, political observers interpreted Lim’s foray into television as initial steps towards
Malacañang. Truly in ῎ῌῌ῏, he ran in the senatorial race and won, ranking fifth among ῏ῒcandidates.
“One Vote, One Person” Policy
The Philippines do not have geographical allocation of seats. The national selection of
President, Vice President and ῎῏ senators are directly elected at large by Filipino citizens
through “one vote, one person” standard. This majority vote system favors celebrities
and empower the masses, who are the biggest block of television viewers and also, thebiggest block of voters.
Write-in Ballots over Block Voting
Different from that of many countries, the Philippine’s election has “write-in” ballots
voting procedure. The write-in system of voting was introduced in the early post-war
years by Republic Act 599. It ended an earlier system of “block voting” wherein voters
could cast straight party ballots by simply writing in the name of a political party. Blockvoting had been designed to encourage the growth of party government. But it had madeit easy for others to manipulate voters. However, in “write-in” ballots system wherein
voters are required to write the names of individual candidates, it was hoped that suchoutside influence would be curtailed and voters would act more independently [Lande῍ΐΐῑ].
In retrospect, the write-in ballot favors celebrities whose names are known to the
public due to their constant exposure on film and television nationwide. In the senate
candidacy, only one will be elected out of a conservative estimate of four candidates.
Since a voter is given a ballot that lists only the offices to be filled followed by blankspaces, the more exposure the candidate has, the more chances it has of being recalled
during election. The situation in the local level, however, may vary because powerfulfamilies still hold a strong local network. Also, there are more opportunities to have503ῒΐῌ῍ῌῐ῏ ῐῐ῎ ῐ ῑinterpersonal interaction with the community members when addressing local issues andsentiments.
Screen Names as Valid Votes
Another favorable law for celebrities is the acknowledgment of aliases and screen names
in ballots. Candidates are allowed to freely choose a nickname or stage name in order tobe credited with what would otherwise be spoiled votes according to the Omnibus
Election Code.
This alias serves as election brand, capturing the public image that the celebrity had
established over the years. Way before the election, celebrities have the capability toemphasize their good points, with minimal scrutiny from their audience compared to
non-celebrity candidates appealing during the official campaign.
Iῌ῍ῌB

Weak Party System

Party system is not an influential factor for most Filipino voters. From ῍῕ῐῒ until ῍῕ΐ῎,
the Nacionalista and the Liberal dominated the Philippine political arena. The similarity
between the two parties made possible easy party switching on the part of individual
politicians when they saw opportunities for personal political advancement by changing
party affiliations (e. g. Ramon Magsaysay in ῍῕ῑ῏ and Ferdinand Marcos in ῍῕ῒῑ). The
imposition of Martial Law between ῍῕ΐ῎ῌ῔ῒ brought an end to this two party rivalry.
Two decades have passed since the end of the Marcos era, and no seemingly stable
political party system has come to being. The two old political parties have become atbest minor players in the margin of the political scene. Their places have been filled byshifting coalitions of unstable or new political parties [Lande ῍῕῕ῒ]. The number ofpolitical parties ranged from a high of ῍ῌ parties in ῍῕῕῔, to a low of ῐ parties in ῎ῌῌῐ.
The ῍῕῕῔ election has the highest number of presidential candidates, ῍ῌ of which hada political party. Joseph Estrada for Laban ng Makabayang Masang Pilipino (Struggle of
the Filipino Masses); Jose de Venecia for Lakas-NUCD (People Power-National Union of
Christian Democrats); Raul Roco for Aksyong Demokratiko (Democratic Action); Emilio
Osmeña for Progressive Movement for Development Initiatives; Alfredo Lim for Liberal
Party; Renato de Villa for Partido ng Demokratikong Reporma-Lapiang Manggagawa(Party for Democratic Reform-Workers’ Party Coalition); Miriam Defensor-Santiago for
People’s Reform Party; Imelda Marcos for Kilusang Bagong Lipunan (Movement for the
New Nation); Santiago Dumlao for Kilusan para sa Pambansang Paninibago (Movement
for National Renewal); Manuel Morato for Partido Bansang Marangal (Decent Nation
Party); and Juan Ponce Enrile as an independent candidate.
In the ῎ῌῌῐ presidential race, Gloria Macapagal-Arroyo ran under Lakas-CMD (People
Power-Christian Muslim Democrats), Fernando Poe Jr. for Koalisyon ng Nagkakaisang
Pilipino (Coalition of United Filipinos), Raul Roco for Aksyon Demokratiko (Democratic
Action), Eduardo Villanueva for Bangon Pilipinas (Arise Philippines) and Panfilo Lacson504

E. R. D. M6C>6<D : Celebrity Politicians in the Philippines

as an independent candidate.
The absence of strong political party system continues to promote a personalitybased electoral process.

The seeming homogeneity of parties in terms of politicalphilosophy and non-existence of significant differences in platforms will keep the votes
identified with individuals. Although there is not much evidence to attribute celebrities’
electoral success to the lack of substantially strong political party system, it can besurmised from its absence that it gives celebrities the advantage. In fact, other aspiring
national leaders, including those politicians who are members of strong political descent,create a celebrity status of some sort (as television hosts, actors and actresses on films
and television, product endorsers, program endorsers of government initiatives, supporters of civil societies’ initiatives) to win in the elections.
Iῌ῍ῌC

Filipinos’ Notion of Kinship in Politics

Another factor to be considered in the cultural structure of Filipinos is the notion ofkinship. Even in politics, the use of the body as a relational point of reference emphasizes
the deep kinship base of Filipino leadership. The head of the state is called pangulo,
derived from the word ulo which means human head. His trusted men are his galamay(hands and fingers), and his representative or envoy is ang kanyang kinatawan (his otherbody) [Jocano ῎ῌῌ῎a].
Most celebrity politicians are not necessarily new entrants in the field of politics, orat least from the point of view of the voters, who are also at the same time, the audienceof broadcast visual media.

In the context of Filipino kinship, celebrity politiciansbelonging to a family of politicians are not considered totally newcomers. They aretechnically new but since they belong to a similar social identity, they may be seen asone. When Senator Ralph Recto married actress Vilma Santos, widely known as the “starfor all seasons,” people somehow expected that Santos would be in politics because of her
conjugal relations. Sure enough in ῍ῐῐ῏, when Ralph Recto was still the congressman
representing the fourth district of Batangas, Vilma Santos-Recto was elected as the
Mayor of Lipa City. And true to form, when Ralph Recto ran for senator, he campaigned
as “Mr. Vilma Santos.”
The second-generation celebrity politicians, like their fathers, had earlier national
exposure on film and television. They are introduced as actors in the same film genre,
even working with their fathers. Thus, it is easier for the public to welcome them ascelebrities because they have taken the same role and narrative as their fathers havedone. Aside from the advantage of being a celebrity, they have capitalized on kinship topropel their bids for public office a success. They appeal to the public, bearing theirfathers’ socio-cultural image and political support, during their candidacies. Since anindividual is identified through his family, it is not surprising if sons and daughters will
follow the footsteps of their parents and be accepted by the public in the same way. The
idea is reinforced with the old saying, “Ang santol ay di magbubunga ng mangga (The505ῒΐῌ῍ῌῐ῏ ῎῎῎ ῎ ῑsantol tree will not bear a mango fruit).”Second generation celebrity politicians include Senator Jinggoy Estrada and Senator
Ramon Revilla Jr. Those who have conjugal relations to celebrities include SenatorFrancis Pangilinan, whose wife is “megastar” actress Sharon Cuneta; and former Senator
Luisita Pimentel-Ejercito who is married to action star Joseph Estrada-Ejercito.

II Message
II῍῍ Social Roles and Message Content
The next communication variable to be examined is the Message. Mostly, it is discussed
in relation to the Source-encoder who has the first intention to communicate, therefore
eliciting meaning that will serve his/her purpose.
Role behaviors become positioned within the system [Berlo ῍ῐ῏ῌ]. As media celebrities, they have more authority to influence the masses because of their access to public
spaces such as film and television. The social roles of media celebrities as newscasters
and public affairs show hosts directly affect the Message because they have the duty to
inform, educate and empower the public. Thus, the general content of their Message
epitomizes public service. Network’s profit is tempered with programs looking after thecommon good by offering access to public and political life.
Specific relationships are developed among roles [ibid.]. Trust is essentially formed,
for the communication process to continually flow, because the Receivers are to rely on
the Source for information that is not easily accessible to them. Trust is maintained bypresenting various viewpoints and reassuring the Receiver with familiarity of treatment:
face, voice, narrative and structures of programming that the Receivers recognize andunderstand. Empathy too, like trust, is cultivated over time. In order to deliver the
information that is useful for the Receiver, the Source has to know and constantly
understand the situation of his/her viewers by addressing issues of current concern (eg.
a hero for the underdogs; a watchful eye for the corrupt). On the other hand, the Receiver
empathizes by making inferences and by role-taking. When the situation in the film or
television is familiar for the Receiver, response will be more subjectiveῌcloser in terms of
psychological distance. The more the Receiver can personally identify with the characters and situation, the more he/she is likely to respond.
II῍῍῍A Public Affairs’ Show Hosts
Since screen names are allowed to be registered during political candidacy, celebrities
naturally took advantage of the trust and image that they have built in fulfilling theirsocial role as public affairs hosts. The screen names served as the candidates’ personalbrand, bearing the Message content and style of their own shows. Manuel “Noli” Leuteriode Castro, a multi-awarded broadcast journalist, chose the alias Kabayan. Throughout his
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television career, he was known as Kabayan, which means co-citizen in Filipino language.
Such alias embraces his credibility in reporting news and current affairs program over
the years by exposing irregularities in the government and other significant sectors insociety. De Castro got his break into television as the segment host of ABS-CBN’s Good
Morning, Philippines’ At Your Service in ῍ΐῒῐ. In ῍ΐῒῑ until his bid for the senatorial racein ῎ῌῌ῍, he was the news anchor of the primetime TV Patrol during weekdays and host ofanother primetime public affairs program Magandang Gabi Bayan during Saturdays. His
program paved the way for inquiries and investigation, which made individuals orgroups accountable for their actions. As the name Kabayan implies, de Castro’s interest
to have a better society projected an image that he is one with the people.
Public affairs show hosts and newscasters, like actors, have an established image.
Even when their reports are completely scripted and rehearsed, there are inevitably
aspects of the newscaster’s appearance and demeanor that viewers can use to gain an
intuitive understanding of the personality behind the stage persona. Show hosts havebeen important testimonial advertisers of consumer goods. Former news anchor andsenator Loren Legarda use to pony tail her hair and wore a white-collared shirt most of
the time. Presenting herself to be always neat and clean, she was chosen as the productendorser of Ariel detergent. Another example is former anchor and Vice President Nolide Castro, who has a commanding voice and has projected himself to be a man of
integrity in public, was chosen the commercial model of Emperador brandy.
All celebrities used their screen names during the campaign period. Renato Cayetano chose the name Compañero, from his radio and televison program Compañero yCampañera. In his program, he translated the law into layman’s term, helping the citizens
to fight for their rights and respect the rights of others. The word compañero refers to a
special camaraderie wherein the English translation “companion” is quite inadequate.
Pan in Spanish means bread. ComPANero is a person whom we trust so completely that
we will sit down and break bread with him. It signifies that special friendship between
the speaker and the listener.
Renato Cayetano did not deny that his image as compañero did much to catapult him
next to the number one position in the Senate race. Although radio and television shows
gave him an edge over many of the other candidates, these were not enough to ensure hiswin.

That he did so well, said Cayetano, was largely because he had succeeded inbringing the message to the people that the administration of criminal justice should be
improved [Balgos ῍ΐΐῒ].
In the past decades, scholars had believed that candidate images ῐ ) are part of arational process of evaluating candidates [Niemi and Weisberg ῍ΐῒ῏]. This is so because
few voters have participated in legislative hearing or researched any of the issues ofῐῌ The message that a celebrity projects through his or her roles on screen. This also refers to
the celebrity’s public appearance, including his or her rapport with the viewing public.
507

ῒΐῌ῍ῌῐ῏ ῐῐ῎ ῐ ῑpublic policy in detail.
Alfredo Lim, Manila mayor who later became television commentator against crime,
chose the alias Mayor Fred Lim, also from his program Katapat: Mayor Fred Lim. Publicaffairs’ commentators Vicento Sotto III and Lorna Regina Legarda used their screen
names Tito Sotto and Loren Legarda during the election.
All the celebrity candidates previously mentioned had programs that served as
legitimate avenues for public service. They play the role of a social watchdog, whichenables them to intervene political processes, deriving from the respect for the principleof free speech and media independence. Media, called as the Fourth Estate, has a fiscal
function in relation to the three co-equal branches in a republican form of government
such as Philippines. Because of this function, the role of public affairs show host isadversarial and investigative in nature.

The host should always project to report,

without fear or favor, the shenanigans in government such as malpractice of public
officials and misappropriation of funds [Malinao ῍ΐΐῑ].
These roles of being service-oriented are cultivated over time and survived many
scandals. It reinforces media’s psychological power [Thomas ῍ΐῒ῏], especially during
election time. The credibility and trust that the host had developed with their audienceenhance television’s persuasive effectiveness.
IIῌ῍ῌB

Film Heroes

The other half of celebrity politicians is a hero on screen. They give the audience a senseof hope by overcoming evil in the narratives where they participate. Action stars Jose
Marcelo Ejercito, Jose Bautista and Manuel Lapid chose their screen names, Joseph
Estrada, Ramon Revilla and Lito Lapid respectively. Jose Ejercito and Jose Marie Bautista,second-generation celebrity politicians, chose to adapt their fathers’ surname or alias onscreen. Thus, they registered Jinggoy Estrada, and Bong Revilla at the Commission on
Elections during the electoral campaign. Robert Jaworski, a popular basketball player,
chose Jawo, a shortcut of his family name, known to sports commentators and spectators.
Aside from the benefit of name recall, screen names serve as capsules in preserving
the image and maintaining the trust between the celebrity and the spectators. Ramon
Revilla Sr., during his first candidacy in ῍ΐῒῑ, registered his birth name Jose Bautista asa senate candidate and lost. The Commission on Elections threw out the votes meant for
Ramon Revilla because he failed to have his screen name accredited. In the ῍ΐΐ῎ election
however, he used his screen name and became the number two senator-elect after Vicente
Sotto III. His son, Jose Marie Bautista, who is now a senator (῍῏th Congress ῎ῌῌῐῌῌῑ),recognized that the greatest thing that he ever received from his father is the screen
name Ramon Revilla, Jr. [Domingo ῎ῌῌ῎].
Image recall and viewers’ empathy are more obvious with film stars as they performthe same stereotypical roles all over again. Filipino movies tend to be formula oriented
to ensure acceptability among audiences. Each actor and actress projects peculiar traits
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E. R. D. M6C>6<D : Celebrity Politicians in the Philippinesand values that could single-handedly determine the box-office success or failure of amovie. Joseph and Jinggoy Estrada are known for being street-smart heroes who protect
the underdogs. They would engage in fights to ensure the rights of a common man. On
the other hand, Ramon and Bong Revilla are popular for their talisman that gave them acloak of invincibility in combating creatures of the underworld. They have spectacular
sceneries and costumes, and would end up victorious against evil.
In the eyes of the viewing public, such roles of heroes and social watchdogs give asense of service and hope. When these celebrities, along with their screen names and theroles imbedded in it, decide to bring those Messages not just on screen but in the realworld through politics, the most probable reaction of their fans is to give them a chance.
Voters first learned to judge image in correlation to performance in their dailyinteraction with family, friends and co-workers. When they respond to situation such as
elections, with the notion that the actor, actress or television host will perform in thenational seat parallel to one’s screen image, the only difference is that they are perceivingsocial reality through media-created mental frames.
IIῌ῍ Mass SpectatorshipIIῌ῍ῌA Message Consistency between Social Role and Public Image
The exposures of celebrity candidates before the election are not confined to their own
shows. As socio-cultural figures, their lives are often open to the public because they arepotent source of news. The hope and service that are projected in the narratives of theirshows, as well as the empathy and trust that are established while building their image,are much more strengthened as they project similar social roles in their public lives.
The complex relationship between celebrities and the public has been a primeelement of the mythic nature of film ever since. Contemporary studies of stardom havechallenged the assumptions of apparatus theory and textual analysis, primarily focusing
on the intertextual system at work in the creation of the persona of stars. The possibility
for overlap is obvious. There is the proverbial chicken-and-egg enigma about celebrities’“real life” versus “screen life,” and which imitates which. The “life imitates art,” and viceversa syndrome is a crucial component of the construction of star personae [Monacoῌ῏῎ῌ].
In this section, celebrities who attained the two highest legislative positions are
considered to elaborate spectatorship. Former President Joseph Estrada’s public image
and Vice President Noli de Castro’s language code are discussed.
Former President Joseph Estrada, like the folktale heroes, began his life as “nobility”
but circumstances conspired to rob him of his birthright. Thus, he endures humiliationand learns early in life about the hardship of the masses.
Coming from a well-off family, Estrada did not finish his collegiate education.
Instead, he joined the film industry.

He sought fame and fortune as movie actor,

packaged as a man for the masses who, in the end, always managed to beat his509῔῕῎῏῎ῒῑ ῐῐῐ ῐ ΐ

oppressors. Estrada’s career in Tagalog movies, mainly patronized by the masses, gave
him a strong pro-poor image that was used in his public relations and vote mobilization
efforts.

Estrada’s political strategy did not actually advocate “class war” but in its

contents and rhetoric, it pursued an explicit “rich versus poor” theme [Laquian andLaquian ῎ῌῌ῏].
He lives up to his screen reputation as a tough hero with a good heart. In ῍῕ΐ῕, heestablished the Movie Workers Welfare Foundation Incorporated (Mowelfund), an organization ensuring the rights and opportunities available to film directors, crews and actors.
In the movies, Joseph Estrada is the tough but kindhearted hero, protecting the underdog, who beat his adversaries in a rousing comeback at the end. In political campaigns,
he epitomized the downtrodden ordinary citizen whose time had come to achieve victoryin elections and exacted revenge from the elite.
Estrada headlined what were heralded as landmark Philippine films in the ῒῌs,
including Asiong Salonga (῍῕ῒ῍) and Geron Busabos (῍῕ῒῐ). His roles were known to be
tough on wrongdoers. He cultivated a “Robin Hood” figure, committed to redistributing
wealth and power from the rich to the poor.
His parents did not think acting was a respectable job so he was forced to drop Jose
Marcelo Ejercito, his birth name, and adopted a stage name. He chose the screen nameJoseph Estrada. He is also known as Erap which in Tagalog slang, is the reverse form ofPare, meaning buddy or pal. It was his diamond-in-the-rock image as Joseph “Erap”
Estrada that made him a celebrity persona. His career in the movies helped most in
establishing a pro-poor image. Having been the first and only Filipino actor who everwon five Filipino Academy of Movie Arts and Sciences (FAMAS) awards, Estrada knew
his craft well and used it to his advantage.ΐ) Such image came hand in hand with his

῏ῌ-year experience in public service as a government official.῔)During Joseph Estrada’s candidacy as vice president, he campaigned for “Jeep ni
Erap” (Erap’s Jeepney). Jeepney, being the most common public transportation in the
country, called for a bandwagon appeal. The ad invited everyone to join Estrada’s cause
while he does the driving. With such campaign scenario, it was not surprising that
Estrada got almost ῐῌ῍ of the votes cast in ῍῕῕῔ elections. In fact, the Social Weather
Station confirmed that Estrada won on the basis of the votes of the lower classes, classes
D and E in the Philippine market research parlance. During the presidential campaign, he
had “Erap para sa Mahirap” (Erap for the Poor) as his selling point, same role that heperformed in films. He won with more than six million votes, compared to non-celebrityΐῌ Estrada had made over a hundred films from ῍῕ῑῐ (Kandelerong Pilak) to ῍῕῔῕ (Sa Kuko ng
Agila).
῔ῌ In ῍῕ῒ῕, Estrada was elected Mayor of the municipality of San Juan in Metro Manila,
serving in this capacity for ῍ΐ years. In ῍῕῔ΐ, he was elected to the Philippine Senate. In῍῕῕῎, he became the Vice President and in ῍῕῕῔, the ῍῏th President of the Philippines.
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Jose de Venecia.

Instead of using Jose Marcelo Ejercito, he even brought Joseph

Estrada-Ejercito, his screen name plus his real surname, to presidency.
However, public image works double blade. If it is consistent with one’s screen role,
Message is enhanced and trust is maintained. If the public image becomes contradictory
to one’s screen role, the Message tend to be unreliable because of the dichotomy. It wasa historical lesson for Filipinos when former President Estrada was forced out of office in῎ῌῌ῍, just in the middle of his term. Charged with corruption, the same people who voted
for him, rallied against him because he ceased to project his screen image as the hero of
the underdogs.
IIῌ῎ῌB

Language CodeAnother way to maintain spectatorship is to use the language code that is more often
used by Receiver. Speaking the same language shared by the members of the target
audience created a perception of similarity that could lead to effective persuasion. It
tends to cultivate empathy. To speak in the same code as the Receiver is to be aware of
his/her worldview. Among the celebrity politicians, only Loren Legarda used English
language. The rest communicated in Filipino.
Vice President Noli de Castro banked on the language code, particularly Filipino
language, to communicate with mass spectators. Apparently, there is a high degree ofcorrelation between proficiency in English and interest in the more intellectual type ofcommunication. In the broadcast media, national news are in English while local newsand entertainment shows are either in Filipino or local dialects. However, when Noli deCastro started to host the public affairs show Magandang Gabi Bayan, he used the Filipino
language, reaching a huge number of audience. The usage of Filipino provided a social
bond in depth, not possible with the “standard English” that began only half a century
ago. Undoubtedly, he is the most respected anchor that mastered the national language.
This gave the masses the opportunity to form opinions, and participate in discussions
regarding public affairs.
Being an anchor of the primetime newscast TV patrol on weekdays and the host of
popular Magandang Gabi Bayan every Saturday, Noli de Castro became the people’s
representative. His exposés paved the way to track anomalies in the different sectors of
the society. During the ῎ῌῌ῍ pre-election surveys, his name emerged among the top
choices of the people for senatorial race although he had no political background. He ran
for Senator that year and won.
In Haskell Wexler’s Medium Cool, an incisive, even brilliant, analysis of the relationship between media and politics, a group of Black militants challenged a TV reporter:
You put him on the ῏, the ῍ῌ, and the ῍῎ o’clock news, they demand for one of thecharacters, that he be real. The function of media in determining the validity of an action,
person, or idea was one of the central truths of radical politics in the ῏ῌs and still is[Monaco ῍ῑῐ῍].
511

ΐ῔῍῎῍ῑῐ ῏῏῏ ῏ ῒDe Castro’s image as a social watchdog that ceaselessly find ways to improve thecountry, and his use of Tagalog, enable the mass people to empathize with him. By using
the Filipino language in public service broadcasting, he offered new possibilities inparticipatory democracy.

He was able to maximize the peculiar power of media asῐ)“primordial” in setting a public agenda. Thus, De Castro’s access to the living rooms ofFilipino families was the elicitation of more citizen participation in national issues, andultimately, the delivery of more votes.
In the ῎ῌῌ῏ election, President Arroyo’s tandem with Vice-president de Castro was aneffective strategy. Arroyo, being the daughter of former President Diosdado Macapagal,
was handicapped by her upper class background.

Filipinos have traditionally been

ambivalent about superior status to political figures, and any obvious attempt to display
power is a risky move. De Castro, with his modulated voice and Kabayan image, wasconvincing enough to be one of the plain folks. In their campaigns, Arroyo utilized thisasset using the town-hall approach, where instead of full-blown rallies in various places,
they met with local officials and media. De Castro raised issues with incumbent President
Arroyo to start a dialogue, serving as a bridge between Arroyo and the masses.

III ChannelIIIῌ῍ Nature: Visibility, Accessibility and Format
With regard to the conception and existence of media celebrities, the distinction between
film and television media has a very thin line. In Philippines, almost all of the televisionpersonalities, with the exception of anchors and newscasters, are also film artists. In fact,
actors and actresses are groomed first on television. It is a venue for regular exposureand for honing up the skills of movie hopefuls under build-up contracts. They are seen
hosting television shows, acting, singing and dancing.

Weekly drama anthologies

provide good vehicles for them to display their acting talents. Once they get a certain
level of popularity, they take roles on films. On the other hand, those who started on film
maintain their celebrity status through television shows. In addition, movies are alsobroadcasted on television channels and vice versa, successful television programs makegood film material.
Audio-visual in nature, television and film play an important component of visualpersuasion during advertisements and political campaigns. The fact that images canreproduce the appearance of reality also means that they can call forth a variety of“pre-programmed” emotional responses. Film stars can elicit emotions by simulating
appearance of real person, objects and events. Television broadcasters, reporting in frontῐῌ The media help set the public agenda by defining and legitimizing issues which are open
for public debate.
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E. R. D. M6C>6<D : Celebrity Politicians in the Philippinesof an important event, serve as photographic proof that something really did happen.
This audio-visual quality strengthens the viewers’ illusion of interacting with real-world
people and places. Television relies, almost exclusively, on conventional realist forms ofimage construction that mask the workings of the camera [Holtzman ῎ῌῌῌ].
The average Philippine television consumption of ῎῕ΐ hours daily is slightly higher
than Hong Kong, China, Singapore, Malaysia and Taiwan [Braid ῎ῌῌ῏]. The Philippineshas ῎῔ channels, ῍ῐ of which are free television and ῍῏ are from the cable network[Philippines, KBP ῎ῌῌ῏]. The television reach in Manila and urban areas is ῔ῑῌ and ΐῐῌrespectively. In terms of audience share as a mass medium, television has bested radio,
newspapers, magazines, and the internet.

Aside from its accessibility, television is

enjoying phenomenal credibility as indicated by a survey of registered voters conductedby Pulse Asia in ῎ῌῌ῏. When asked which sources of information and news about thecandidates and the campaign are the most credible, ῑῒῌ said it was television. Radio wasa distant second with ῎ῌῌ, followed by newspapers with only ῐῌ.
Television is often the best way to reach the outer wing of the electorate, who do notattend party rallies. First-hand information about policies, parties, and politicians israrely available to most voters. The typical voter depends for the majority of his/her
information about candidates upon news update, entertainment programs and campaign
advertisements.
Technological determinist Marshall McLuhan believed that the political candidate
who understands televisionῌwhatever his party, goals or beliefsῌcan gain power unknown to history [Griffin ῍῔῔ῒ]. Television is the medium through which voters typicallyencounter political candidates and officials. It links citizens to their representatives.
Thus, skillful use of television to cultivate personal support is regarded as essential topolitical success in every democracy that is well along in the modernization process[Swanson and Mancini ῍῔῔ῑ].
Film and television, no matter how apolitical it presents itself, regularly propagate
certain political themes by stereotyping and by carefully avoiding taboos. Theorist
George Gerbner argues that all media carry a “hidden curriculum” of values and explanations about how things happen. Sociologist Hal Himmelstein believes that through its
settings, music, words, and stories, television has become one of our society’s principal
repositories of ideology. Herbert Schiller, a leading communications critic, writes that
one central myth dominates the world of fabricated fantasyῌthe idea that media
entertainment and recreation are value-free. He believes that it has no point of view andexists outside the social process. Critic Erik Barnouw concludes that popular entertainment is basically propaganda for the status quo [Parenti ῍῔῔῎].
What film and television actually give us is something that is neither purely
entertainment nor purely political. It is a hybrid that might be called “political entertainment.” The entertainment format makes political propagation all the more insidious.
Beliefs are less likely to be preached than assumed.
513ῒΐῌ῍ῌῐ῏ ῏῏῎ ῏ ῑIII῍῎ The Network Industry and Its Socio-Economic Background
Access to television and overseas contract employment changed “command voting,”
wherein the political beliefs of the mass people were shaped by those who wielded
political, economic and moral power over them. The new prosperity brought in byoverseas remittances from the mid ’ῐῌs onwards has scattered television sets, not tomention video recorders, all over the countryside. The broadening of audiences led to achange in television fare, and, more importantly, compelled the use of the Filipino
language as a medium of serious political opinion. The masses felt entitled to have theirown opinions on issues that affected the whole nation. Television also demystified
government and, with it, the politicians who run it [David ῎ῌῌ῏]. With continued poor
governance and increasing government dissatisfaction, the masses had started to look foralternatives.
The commercial thrust of Philippine broadcasting has made it unique among othercountries, where television is controlled and operated by the government. There are two
major networks, which are both privately owned: Alto-Broadcasting CorporationChronicle Broadcasting Network (ABS-CBN) and Global Media Arts (GMA) Network,
Incorporated. ABS-CBN has ῍῍ originating stations, ῍῏ relay stations, and ῑ affiliate
television stations. GMA Network has ῎ originating stations, ῏ῌ relays and ῐ affiliate
stations [Philippines, KBP ῍ῒῒῑ]. Each has its own station ID to court the empathy of theviewersῌKapamilya (One as a Family) for ABS-CBN and Kapuso (One in Heart) for GMA.
Both stations played an important part in the ῍ῒῒῑ and ῎ῌῌ῏ elections because all theelected celebrity show hosts came from either ABS-CBN (Legarda, De Castro, Cayetano,Lim) or GMA (Sotto, Revilla). All of their shows were broadcasted on primetime once a
week. Such continued and sustained media exposure of the candidates, gave them anedge over non-celebrities. Because of television, candidates can campaign directly to thevoter without passing through local leaders who functioned as gatekeepers. The spreadof television resulted to what political analyst Eric Gutierrez calls “retail politics.” Alongwith the electoral laws, television fosters individualization.
Attorney Ricardo Puno, who was ABS-CBN senior vice president for news andcurrent affairs, said that “in an ideal world, there should be a dividing line between thepolitics and the media.” But the world is far from ideal and personalities who are
constantly in the public eye and who shift to politics evidently enjoy a built-in advantage[Hofilena ῎ῌῌ῏].

Conlusion
The interlocking of socio-cultural and political systems creates conditions of subjection.
Philippine electoral laws, and the absence of strong political parties, privilege the role ofthe individual candidates.
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These are particularly advantageous to Sources (media celebrities) who had presented themselves as socio-cultural figures on national television even before the official
campaign starts. Candidates who have both celebrity and political lineage are morestrategically positioned to inherit power due to Filipino’s context of kinship. They areafforded public visibility and political network at the same time.
Due to the social roles of candidates as action stars and public affairs hosts, thenarrative of their program tend to formulate Messages of hope and service, which aremaintained through spectatorship.

Celebrities are favored when they project public

images, which are similar to their roles as heroes and social watchdogs on screen. These
Messages are encoded in Filipino language to reach the most number of viewers/voters.
Aside from spectatorship, the nature of television enhances the Message because of
its audio-visual format and wide reach. The celebrity candidate has the benefit of having
national exposure to the biggest bloc of voters. Its role to disseminate information for thecommon good sometimes blur the distinction between broadcast journalists and politicians, who are both working in the name of public service. The film’s entertainment
format makes political propagation, intended or unintended, insidious.
The majority vote system, the usage of Filipino language, and the commercial natureof television empower the masses in selecting legislators to address national problems
and international agenda.
Mainly because of all these SMCR variables, the Receiver tends to have favorable
Feedback to the Source’s intention during national elections. Therefore, unless there will
be changes in communication variables, celebrity candidates will continue to benefit
from communication privileges even before the official campaign starts. With suchcompelling political advantage, it can be expected from politicians aspiring for national
positions to include as vital part of their winning strategy to create and use, as an
imposing necessity, these privileges.

References
Balgos, Cecile. ῍ΐΐῒ. Rene Cayetano: The Myth of Compañero. I-magazine July to September ῍ΐΐῒ.
Berlo, David. ῍ΐῑῌ. The Process of Communication. New York: Holt, Rinehart and Winston, Incorporated.
Braid, Florangel. ῎ῌῌῐ. The Changing Landscape of Journalism and Communication Part II. Manila
Bulletin December ῎ῌῌῐ.
Corbett, M. ῍ΐΐ῍. American Public Opinion: Trends, Processes, and Patterns. New York: Longman.
Cunanan, Belinda Olivares. ῎ῌῌῐ. De Castro to be Macapagal’s Bridge to the Common Folk. The
Philippine Daily Inquirer, March ῑ, ῎ῌῌῐ.
David, Randy. ῎ῌῌῐ. The Making of the Masa Vote. The Philippine Daily Inquirer, February ῎ῒ, ῎ῌῌῐ.
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Appendix ῌ῍ΐΐῒ Filipino Celebrity Candidates Who Ran For National Positions

Candidate Name

Position
SoughtEstrada, Joseph*
Legarda, Loren*
Sotto, Vicente III*
Cayetano, Renato*
Revilla, Ramon*
Jaworksi, Robert*
Webb, Freddie

President
Senator
Senator
Senator
Senator
Senator
SenatorRole on Screen

Film/Television Exposure

Actor
Anchor, Show host
Show host
Show host
Actor
Basketball player
Basketball player,
Show hostGeron Busabos, Asiong Salonga
The World Tonight, The Inside Story
Eat Bulaga, Brigada Siete
Compañero y Compañera
Anting-Anting, Exodus
Philippine Basketball Association
Philippine Basketball Association* means elected
Appendix ῍
Candidate Name

῎ῌῌῐ Filipino Celebrity Candidates Who Ran For National Positions
Position
SoughtPoe, Fernando Jr.
President
Villanueva, Eduardo President

Role on Screen

Film/Televison Exposure

Actor
Show host

Panday, Kapag Lumaban ang Api
Diyos at Bayan, Philippine for Jesus
Movement ForumDe Castro, Noli*Vice-President Anchor, Show host Magandang Gabi Bayan
Legarda, Loren
Vice-President Anchor, Show host The World Tonight, The Inside Story
Anson-Roa, Maria Elisa Senator
Actress, Show host Mano Po III, Kadenang Bulakalak
Estrada, Jinggoy*
SenatorActor
Ang Erpat kong Astig, Walang Iwanan Peksman
Ilarde, Edgar
SenatorShow host
Napakasakit Kuya Eddie
Jaworski, Robert
SenatorBasketball player Philippine Basketball Association
Lapid, Manuel*SenatorActor
Lapu-lapu, Hari ng GatilyoLim, Alfredo*
SenatorShow host
Katapat: Mayor Fred Lim
Pilapil, Pilar
SenatorActress
Marupok Mapusok Maharot, Hiram
Revilla, Ramon Jr. * SenatorActor
SPO4 Santiago, Idol Ko si Kap
Sonza, Jose
SenatorShow host
Mel and Jay
Mercado, Orlando
SenatorShow host
Kapwa Ko, Mahal Ko* means elected517ῒΐῌ῍ῌῐ῏ ῌῌ῎ ῌ ῑAppendix ῌThis Papers’ Remodeled Framework Based on Berlo’s SMCR model

The variables in bold letters are borrowed from Berlo’s original SMCR model while the rest areincorporated to illustrate the celebrity politician phenomenon.
Berlo’s original model can be easily misinterpreted that there is neither flow nor relationshipbecause it lacks arrows to represent direction. In my framework, I opted to put unparallel arrows toshow the constant interaction between the Source and Receiver. But, the left to right flow ofcommunication from Receiver to Source is only of an inferential type: viewers appreciate or stop
watching films. Thus, I incorporated Feedback Message in which the Receiver acts by electing thecelebrities as legislators through pen and paper (Feedback Channel) during national election. My
main concern, therefore, is the clockwise flow of communication to illustrate the election ofcelebrities, starting with the Source who has the initial intention to communicate.

518