Star power equals political power?

When king of comedy Dolphy was asked if he was interested in running for public office, his answer was in the form of his trademark witty one-liner: "Madaling tumakbo, eh paano kung manalo (It's easy to run, what if we win)."

His remark was taken about a decade ago, when movie stars and celebrities stroked on by their immense popularity ran for public offices. From the highest position of the Presidency to elective positions in the local government, many of these celebrities went on to win those elections and maintain political careers based more on instant recall than on governance platforms.

However nowadays, being a tinseltown celebrity isn't a sure ticket to success especially in 2007, when big name actors like Cesar Montano, Richard Gomez, Tito Sotto, among many others, failed to secure slots during their bid for a Senate seat.

In an analysis conducted by the Institute for Popular Democracy (IPD) during the 2007 elections in which only 24 out of the 57 celebrity candidates won, the lower winning percentage of these celebrities did not discount the end of the popularity factor but it gave more importance to the dynamics of image-building, that popularity alone is not sufficient to make a winning candidate but rather what image does the celebrity himself projects to the electorate.

The IPD study cited the rising importance of "public servant image" which is considered a major swaying factor for voters. This particular image projects a celebrity as someone who helps people, especially those seen on TV especially on public service programs.

Thus, it explains the success of former newscasters Noli de Castro and Loren Legarda who successfully built political careers after their stint in ABS-CBN news and public affairs departments.

As media started to evolve, we see fewer Filipino movies, higher turnover rates of new movie stars (a highly popular star last year won't be as popular as this year), emergence of new forms of media entertainment, Hollywood's encroaching reach. The dynamics of politics and showbiz started to change and substance and image rather than sheer popularity will dictate the chances of one candidate.

In terms of local government politics, popularity does not always translate to victory, it also has to depend on local machinery and performance. As compared to national officials, the performance and machinery of local officials are more tangibly felt by their local constituents who are more aware if a candidate is a non-performing asset or a potential one.

One prime example is the mighty Manny Pacquiao being knocked out in the 2007 elections by Darlene Antonino Custodio for a congressional seat in South Cotabato.

In Metro Manila, where people are more exposed to mass media, celebrities like Herbert Bautista, Joey Marquez, Isko Moreno, Aiko Melendez, Anjo Yllana and many others built solid careers as local government officials.

Some celebrities have also become revelations by their conduct and performance. Prime examples are Ms. Vilma Santos who has reaped praises first as the Mayor of Lipa City then as the Governor of Batangas, JR Ejercito (screen name George Estregan Jr.) who used to play psychotic, drug addicted villains in the movies but is actually a clean-cut, scholarly-looking local executive of Pagsanjan, Laguna.

In Davao Region, some personalities with showbiz roots are trying to test their luck in the political arena.

In our farm in Malalag municipality in Davao del Sur, residents were treated to a display of showbiz charm when Sharon Magdayao popularly known as Vina Morales arrived to campaign for her mother Deanna Bubu Garcia Magdayao who is running for town mayor.

Vina Morales and Shaina Magdayao are descendants of American soldier-turned plantation owner Orval Hughes, who in the early 1920s established a large abaca plantation in Malalag. Back in the days, the areas around Davao City and Davao del Sur were opened to American soldiers who wanted to settle and develop the frontier areas in Mindanao.

However, despite campaign forays by her celebrity daughters, it will be a difficult battle for Mrs. Magdayao, who is running against entrenched veteran local politicians in the area.

So is former 70s singing sensation Zander Khan who is Alex Wangkay in real life. The former Mayor of Jose Abad Santos town will be going up against two political heavyweights for the governorship of Davao del Sur.

Here in Davao City there is no showbiz personality running for an elective seat but rather the two main rival political camps have taken on celebrity status themselves because most of the war has been extensively waged in the media like TV, radio, print and recently in the internet through those viral music videos which features music from Itchyworms and Sugarfree and using text animation style graphics to hurl political messages and brickbats at each other's camp.

Surely, it is political mudslinging at its creative best.

Hopefully by the time the polls come and go away, we would see the end of this political circus that has enveloped this city. Whether the people wanted change or preferred the best will be decided by E-day.

Let's go out and vote today!

Trending

No stories found.

Just in

No stories found.

Branded Content

No stories found.
SunStar Publishing Inc.
www.sunstar.com.ph