Wazzup Pilipinas!?
The 2010 Philippine presidential elections marked a significant turning point in the nation's political narrative. It was a race dominated by three candidates—Manny Villar, Joseph "Erap" Estrada, and Benigno "Noynoy" Aquino III—each with their distinct strategies and messages, yet united in prioritizing the fight against poverty. However, the eventual victor was the one who managed to shift the narrative to a deeper, more resonant theme: corruption. Here’s how the story unfolded.
The Framing of Manny Villar: "Sipag at Tiyaga"
In the early stages of the race, Manny Villar appeared to be the clear frontrunner. His campaign’s narrative was straightforward and compelling: poverty is the problem, and only someone who understands poverty can solve it. Villar positioned himself as the "tunay na mahirap" (truly poor), a self-made billionaire who rose from humble beginnings through sheer hard work and perseverance. His slogan, "Siya ang tatapos sa kahirapan" (He will end poverty), encapsulated this message.
Villar's strategy was rooted in his personal story, framing himself as the embodiment of the Filipino dream—a man who climbed out of poverty and could guide the nation to do the same. The message was powerful and resonated deeply with many voters. However, his momentum was disrupted by allegations of corruption, particularly the Senate investigation into the controversial C-5 road extension project, which allegedly benefited his businesses.
Erap Estrada: "Erap Para sa Mahirap"
Estrada, a populist icon and former president, entered the race with his enduring appeal to the masses. His slogan, "Erap para sa mahirap" (Erap for the poor), was a tried-and-tested rallying cry that once catapulted him to the presidency. Despite his conviction for plunder years earlier, Estrada’s loyal supporters saw him as a champion of the underprivileged.
Erap’s narrative focused squarely on poverty alleviation, much like Villar’s. However, his past scandals made it difficult for him to expand his base beyond his core supporters.
Noynoy Aquino: A Narrative Shift
The untimely death of former President Cory Aquino in August 2009 brought an emotional outpouring of support for her family, particularly her son, Senator Noynoy Aquino. Before Cory’s passing, Noynoy was not a major contender in the presidential race. But her legacy of democracy and integrity became a springboard for his candidacy, allowing his team to craft a narrative that distinguished him from Villar and Estrada.
Aquino’s campaign capitalized on the public’s growing disillusionment with the administration of then-President Gloria Macapagal-Arroyo, which had been plagued by corruption scandals like the NBN-ZTE deal and the "Hello Garci" election rigging controversy. His team reframed the issue of poverty as a consequence of corruption. The slogan, "Kung walang corrupt, walang mahirap" (If no one is corrupt, no one will be poor), resonated with a populace desperate for change.
This narrative shift was crucial. By presenting corruption as the root cause of poverty, Aquino's team positioned him as the only viable candidate. Villar’s wealth became a liability under this framing, as allegations of corruption tied to the C-5 project undermined his credibility. Similarly, Estrada’s plunder conviction further disqualified him in the eyes of voters who bought into Aquino’s anti-corruption narrative.
Election Results: The Power of Framing
When the votes were tallied, Aquino emerged victorious with 15.2 million votes. Estrada placed second with 9.4 million, while Villar, once the frontrunner, garnered only 5.5 million votes.
The election was a masterclass in narrative strategy. Aquino’s team succeeded in redefining the central issue of the campaign. Villar and Estrada were unable to adapt to the new narrative, leaving Aquino as the sole candidate who embodied the promise of clean governance.
The Legacy of Framing: Lessons for Future Campaigns
The power of narrative framing extended beyond 2010. In 2016, Rodrigo Duterte’s campaign adopted a similar strategy, albeit with a different issue: peace and order. At a time when the public was increasingly concerned about crime and drug-related violence, Duterte’s "strongman" persona and promise to eradicate these problems through decisive action resonated deeply. His slogan, "Change is coming," and his tough-talking image made him the ideal "punisher" to address the prevailing issue of the day.
Duterte’s victory underscored a critical lesson in Philippine elections: the candidate who aligns with the electorate’s perception of the nation’s most pressing problem—and provides a convincing solution—wins.
Looking Ahead: The Battle for 2028
As the nation approaches the next electoral cycle, the lessons of 2010 and 2016 remain relevant. Candidates must not only identify the prevailing concerns of the electorate but also frame their messages in a way that positions them as the only viable solution. Whether the next battle will focus on economic recovery, climate change, or governance reform, the ultimate victor will be the one who tells the most compelling story.
The tale of Villar, Estrada, and Aquino serves as a timeless reminder: elections are not just contests of policy or personality—they are battles of narrative. And in the Philippines, as in any democracy, the right narrative can change everything.
Ross is known as the Pambansang Blogger ng Pilipinas - An Information and Communication Technology (ICT) Professional by profession and a Social Media Evangelist by heart.
