MikeLigalig.com

By Joe Espiritu

  The campaign period for presidential and senatorial position had just begun. They had been given inky four months to present themselves and their political platforms, who are they what had they done to deserve the posts and what they intend to do when elected. Because their voters are nationwide, they must extend their exposure from one end of the country to the other, from north to south and from east to west.

  Before mass media had acquired technology, the candidate must resort to barnstorming. He must face voters where it matters most; in major cities, provincial capitals and population centers. Cross country travels were erratic and sometimes unreliable if a candidate uses public transportation. The campaign period lasted a year or more.

  Then the radio was used. However, the voice cannot always do justice to the candidate. Sensible and valid issues, when delivered in a squeaky voice would lose its impact. Then came the print media. Newspapers carried political ads sensible or otherwise. Pictorial enliven presentations.  However, before the arrival of efficient public air transport national broadsheets arrive at their destination late.

  Television and its enhancements made nationwide campaign easier. Before television exposure, some candidates undergo cosmetic procedures to make them presentable. Squeaky voices are modulated to make them sound less ridiculous and more convincing. Candidates can now concentrate on issues. This time like any other commodity for sale, campaigners saw the need for packaging.

  Public relations firms made their mark. They made hicks into heroes needed by citizenry to reform the government. Corazon Cojuanco Aquino, widow of the assassinated Senator Benigno Aquino Jr was presented as a plain housewife who took up the fight for the downtrodden. People rallied behind her and chased a Malacañan out. Fidel V Ramos was presented as a strong figure to stop the number of coups thrown against the government.

  Joseph Ejercito, a college dropout legally adopting his screen name Estrada, who became famous depicting screen heroes defending the poor and the abused capitalized on the make believe champion image  to win the presidency  by the biggest number of votes ever cast for the presidential position. Ronald Alan Poe, who used the legal name of his brother Fernando Poe Jr. almost made it but was bested by Gloria Macapagal Arroyo, who was accused of using all the resources of the government for her election.

  This time national candidates Senator Manuel Villar and Makati Mayor Jejomar Binay are presented as poor boys who made good, Benigno Aquino III and Manuel Araneta Roxas are depicted as torch bearers handed to them by their antecedents. Joseph Ejercito Estrada popularly known by his screen nickname Erap, the playful reverse of Pare is presented this time as one who wants vindication for being wrongly chased out of Malacañan.

  Packaging includes jingles and other gimmicks designed by Public Relations firms to catch attention. Whether they reflect their true personalities we do not know for sure. Those are just personal histories. When elected it may be another story. No national candidate can be possibly elected without proper packaging. Packaging is expensive, worth millions. Since this is just a part of campaign expenses a candidate must rely on party war chests aside from his own. 

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