Lecture Notes VII

(Global Media Cultures and the Contemporary Philippines )

The Rise of Cyber Cronies

Politicizing and Weaponizing the Internet

Asst. Prof. FREDERICK IGUBAN REY, Ph.D.

Faculty Member
Sociology Department & Political Science, The Pontifical and Royal University of Santo Tomas
Research Lead
Research Center for Social Sciences and Education, The Pontifical and Royal University of Santo
Tomas
Municipal Councilor
Municipality of Malinao, Province of Aklan Republic of the Philippines

Abstract

Shortly after the Internet platform became stable and reliable,

the blogosphere was politicized, weaponized and the cyber cronies
were deployed for a war of all against all (Hobbes, 1968). In the
Philippines, politicians and political parties are rapidly adopting
Information and Communications Technology (ICTs) and cyberspace
is becoming more and more politicized. Consequently, the
blogosphere has become the battlefield for political contenders and
their cronies.

The politicians and the citizens are now engaged in an

interactive mechanism of mass dialogue with very little code of
conduct or sense of honor governing such frenzy. It is therefore
necessary to document and understand the evolving landscape of
Philippine political communication. Through qualitative data, the
research provides significant insights on the effects of Internet
technology to the dynamics of political campaigning in particular and
on political parties in general.

Within the orbit of Anticipatory Governance, this research

suggests that the State needs to institutionalize the inseparable bond
that links freedom and democracy to responsible citizenship. With this,
cyber cronies with mercenary motives will be silenced and the honor
and integrity of the cyber space preserved.

Keywords: Blogosphere, cyber cronies, cyber expansionism, cyber

warriors, virtual vigilantes

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Introduction

This paper looks into the increased politicization,

weaponization and the eventual war of all against all (bella omnium contra
omnes) (Hobbes:1968) in the blogosphere. The democratization of the
blogosphere allows Norris (in Teehankee 2010:87) to argue that, with the
emergence of cyberspace as a new arena for electoral campaigns,
political party websites can contribute towards expanding communication
pluralism as well as opportunities for citizens to participate within parties,
thereby strengthening representative party government. Technological
revolution, particularly the use of computer technology, has empowered
every citizen to create and send information that were previously exclusive
to professional media practitioners.

Computing allowed the production and reception of images,

ideologies and realities to become universally accessible and wildly
dislocated. The capacity of this technology to compress space and breach
social barriers created a new type of political participation and a new
battlefield for nations, parties, and politicians. These entities started to view
cyberspace as a new political landscape where issues, critiques, ideologies
and allegiances can be communicated. This new technology gave birth
to the rise of the cyber cronies in the blogosphere.

In the midst of these cultural and technological interactions, political

topography assumes a new contour but maintains its historical essence.
Rush (1992) highlights that political communication is the transmitting of
politically relevant information from one part of the political system to
another, and between the social and political systems. In relation to ICTs,
users have learned to negotiate and manipulate these technologies into
personally meaningful ways, expressing diverse sentiments, from the
mundane sensation of romance and sanctified ardor of faith to ideological
or political affection or distaste.

Through the mechanisms of communication, the individual creates

political understanding and ideological preferences. Undoubtedly, one
can assume that there is a need for the political system to have control in
the manufacture, disposal and reception of political agenda. With
economic progress came the expansion of communication and broadcast

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media, and their political by-product: the media personalities-turned-
politicians who free-ride on the waves of market votes (Demetrio, 2014).

The transformation of communications technology reveals itself in the

computer-mediated broadcasting generally called the social network. This
new terrain in communication allows the user to explicitly present one’s
political image and sentiments through a digital self in a public, yet private
electronic network. In the world of cyber cronyism, one virtually has the
absolute freedom to assault or extricate an ideology, a party or a politician.
Computer technology liberates one from social and political voicelessness.

Kling (2000) observes technology-in-use and the social worlds are not
seen as separate – they co-constitute each other. Historically, one will see
the evolution of how politicians communicate their views. In the distant
past, the bureaucrat must have the gift of eloquence. Tacitus (1811)
argued that the statesman must maintain an army of spoken words, and
describes that, the eminent orator is a terror to his enemies: envy and
malice tremble, while they hate him. Secure in his own strength, he knows
how to ward off every danger. His own genius is his protection, a perpetual
guard that watches him; an invincible power, that shields him from his
enemies. With human civilization pushing the frontiers of knowledge, the
written text has become part of the political machinery; pamphlets and
other campaign materials have become the physical manifestations of the
politician’s dialogue with the people.

Weber (1946) observes that, modern demagoguery also makes use

of oratory, even to a tremendous extent, if one considers the election
speeches a modern candidate has to deliver. But the use of the printed
word is more enduring. The political publicist, and above all the journalist, is
nowadays the most important representative of the demagogic species.
The reign, terror and influence of the political publicist was further
enhanced and extended with the birth of television and radio stations.
Before the explosion of the network society, media professionals had the
monopoly and control of how to express the people’s voice. Their ability to
silence other sources of knowledge and information gave the media its
magnificent leverage over the politicians lusting to charm the voters.

Max Weber (1946) even elevates the social position of an

outstanding journalist to that of a scholar. Recognizing the apparent bond
that exists between the press and the politician, it has become a necessity

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for a political structure to maintain and continuously enhance a passionate
relationship with the press. Although political communication remains to be
a significant unit that completes the network of political culture,
technological revolution may have decreased or even robbed the press of
its previous status in the political battlefield. This new status of the press
allows the Internet users to settle their disputes and advance their personal
agenda in a front seemingly beyond the jurisdiction of the State.

Since these cronies have the illusion that they occupy space and
own an identity that is distant from the old rules of engagement and social
ethics, the enthusiasm or fury of a cyber attack may be far more
devastating or adoring than that of a professional media practitioner,
whose actions should be regulated by the code of professional conduct.
For a cyberspace occupant whose physical presence in the blogosphere
is most of the time represented only by one’s nom de guerre or nom de
plume, this distance and anonymity democratized the surge of opinions
and reflections.

The cyber occupant as a bi-stander, one’s ability to bi-locate inside

and outside of what is real, is a dangerous political state: a distant and
unseen, yet full engagement in the new battlefield of political terrorism. The
new role then of the old media (radio, print, and television) has become to
simply validate in their own format and under the realms of professional
etiquette what has become viral in the democratic and sovereign orbit of
the social media.

Table 1: Traditional Campaigning versus the Internet

Traditional Internet

Personal Impersonal yet Personal

Expensive Affordable
Time Consuming Time Friendly
Health /Energy Imposing Less Physical Demands

The aura of power and eloquence arising from the conversation

threads on the Internet provides confidence for the individual to create an
alternative communication channel for political dialogues. Cyberspace
seems to confer to the individual a sudden mastery of language,
knowledge of facts, as well as the monopoly of space where one’s political
habits and preferences can be advertised.

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 Scholars agreed that the Internet facilitates connectivity and
democratization among societies (Salman and Saad, 2015) especially the
populations that where once politically invisible and voiceless such as the
youth, (Abduab, Mohamad, and Muda, 2016), women, and the poor. The
virtual space is viewed as a promise not only to present the prospect of
building social connections but it also provides an opportunity for people
to obtain diverse political knowledge and information, which could highly
promote political support (Salman and Saad, 2015).

This study chronicles the expanding role of the Internet in the

political narrative of the Philippines. It argues that after the Internet platform
was institutionalized, the narratives of the Filipino collective were
democratized. The netizens suddenly acquired a captured audience were
individual biographies and ideologies can be shared, examined, and even
attacked.

The blogosphere did not only democratized political

participation but more significantly, the citizens transformed the cyber
space into a politicized and weaponized platform. The ruthlessness and
barbarism of the social network as a war machine becomes apparent
when fresh strategies were deployed in a new space through its virtual
vigilantes, cyber cronies and cyber mercenaries. It is assumed that there is
an increased activities of these cyber warriors as they use the virtual space
for political propaganda, image building, and political attacks.

The impact of Internet technology as a platform in the formation of

public opinion has become immeasurably critical in the entire democratic
discourse. It is therefore important to understand how Philippine political
parties evolved together with this new technology as multiple political
centers appear almost silencing previous locations of power such as the
party bosses and media specialists. Consequently, it is necessary to
examine the significance of the digital space as a platform for political
mobilization.

The deployment of cyber combatants in the blogosphere reminds

one of the old discourse in propaganda techniques and objectives.
Understanding the ideological wars fought by politicians and publicists
become highly critical when the war is democratized. People who were
once removed from the center of political participation achieved a
dominant expression in the polyphony of voices given by the revolutions in
technology.

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 The blogosphere has become the battlefield and the Internet was
the weapon. Ordinary citizens acquired a terrain where classic
propaganda strategies were tested and put into practice using the new
media. Ideologies are now being deliberately promoted online by known
yet unknown space occupants reaching the audience with speed and
breadth that embodies all the gifts of the old media: the mastery of
language of the journalist, the universality of radio and the shock and awe
of television that easily appeals to emotion rather than reason.

Generally, scholars are in agreement of the universal characteristic

of a propaganda; first, the source is veiled, second, appeals to the emotion
rather than reason, third, emphasizes on one part of the issue, and finally,
the conclusion is predetermined.

Examining the intersection of social media and political

communications, Fink and Črnič, (2014) argued that the current standing
of politics has a substantial influence on interactive technology which has
expanded through digital modes of participation and beyond the face-to-
face communication in early democracies. In this historical milieu, it has
become obvious that the interaction of politicians and the public is
mediated by information and communication technologies (ICTs) or mainly
by the Internet (Aichholzer & Allhutter, 2011). The blogosphere allowed
politicians and political parties to campaign their advocacies in an almost
free and unrestricted platform. In essence, the use of new media in political
campaigns have become the new norm for politicians due to its
accessibility and perceived credibility in social networking sites (Faraon,
Stenberg, & Kaipainen, 2014).

The gradual shift from traditional media to new media pave the way
for the future growth of mass politics as well as the power of digital space
in the political terrain. With new media on the rise, Hurwitz (in Aichholzer &
Allhutter, 2011) argues that the Internet becomes a center of power which
created new forms of online political participation such as online
newsletters, ePetitioning, and eParticipation). The new form of power
acquired by the masses to participate in the political sphere through the
internet platform necessitates the rise of cyber cronies and the emergence
of virtual combatants all striving to expand their dominance in the
blogosphere.

Social Media and Political Propaganda

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 In Propaganda and Persuasion, Jowett (2012) argued that the old
media (television, radio and print media) initiated the flourishing of
propagandistic activities. The increased ability of compressing space and
time contributed to the effective dissemination of communication
materials and emphasized that; radio in particular brought into existence
the possibility of continuous international propaganda, whereas television
and other forms of popular culture have increased the problem of “cultural
imperialism,” (Jowett 2012). At this juncture, ideas were no longer expressed
as a form of creative communication but rather a menacing
correspondence intended to capture the psyche of the population. Media
was used to once again consolidate power into limited locations.

Thus, the initial intention of connecting and democratizing political

participation through Internet platform was easily surpassed. This
transcendence pushed the technology further to become a decisive
instrument in the modification of political ideas and beliefs. It is from this
polemic that one can claim that cyber cronyism is by nature in its
designation of every attempt to influence the opinion of another, or of
others, in respect to accepted conventions, laws, or standards of conduct;
or to influence any other opinion affecting organization of society, or the
interrelations and adaptations of members generally (Dunlap in Hoffer,
1942).

Publicists, political operators, bloggers and cyber cronies among

others intend to engage and transform the social values of the masses
through an open yet value-laden, universal yet biased cyber dialogues. The
attempts to dominate and control the content of the narratives through
aggressive techniques of cyber bullying makes apparent the vicious
attempt to transmit new political beliefs and values.

Since the very nature of the dialogue rests upon the emotional
response and perceived vulnerability of the intended receivers, one can
deduce that such an engagement is passionate and intense but devoid of
reason and science, a demented interaction of the mob.

The propagandist’s intended appeal to the emotion retards the

intelligent participation of the people in the democratic process. It was
designed for the purpose of persuasion rather than education (Hoffer 1942).
By feeding on existing political divides, propaganda achieves its purpose
of creating an atmosphere of suspicion, fear and distrust. Such condition is
absolutely inconsistent with the principles of democratic participation. It
removes power from the people through deception.

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 The United States, for example is viewed as the engine and
“exporter” of new campaign tools…The term “Americanisation,” while
subject to some debate, is still used by many to capture the global shift
toward more media intensive and professionalised methods of
electioneering (Gibson 2004). With the addition of the blogosphere as the
new platform for political dialogue and confrontation, the American brand
of democracy is slowly becoming more and more homogenizing.

The Internet technology did not only promote the abolition of nation-
based economies and the diffusion of cultural elements in a transnational
level. The cyberspace provided an opportunity for a universal and
simultaneous dialogue of all. Similarly, politics as an institution and its
narratives are heavily re-structured by this platform creating a common
language of sociability and polarization. A homogenizing yet highly
differentiating technology of democracy. Demanding parties, candidates,
and tacticians to employ dedicated cyber warriors in order to colonize the
web.

From actual mobilization for rallies and protests, to fund raising

activities, aggressive bloggers suddenly become national icons of free
speech and multi-culturalism. The institutionalization of the Internet as a
legitimate electioneering tool was best manifested in the candidacy of
John McCain in the Republican presidential primaries and his apparent
success in raising money from internet donations marked a shift in attention
to online campaigning from simple message dissemination to resource
generation (Gibson 2004).

Obar, Zube, & Lampe in 2012 argued that the proponents of social
media’s democratizing function laud its ability to empower and connect
individuals as well as groups. Shirky in particular emphasizes how these
technologies contribute to “the ease and speed with which a group can
be mobilized,” and how “we are living in the middle of a remarkable
increase in our ability to share, to cooperate with one another, and to take
collective action, all outside the framework of traditional institutions and
organizations.

Other than communication and resource generation, the same

technology is out to make elections more invasive in the sense that it
promotes personalized and direct dialogue between the candidate and
the electorate. Arguably one can say that while web campaigning may
not yet be effective in influencing the majority or even a significant minority
of the hearts and minds of voters, this is largely a problem relating to access
than to the content of sites. … the concept of “viral politics” (Gibson 2004).

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A sharp detour if the Philippines is truly interested in shifting from personality-
based to ideology-based elections.

Propaganda and Communication

This portion synthesizes the contribution of Jowett and O'Donnell

(2012) assisted by the document published at the www.cengage.com on
the common characteristics and tactics of propaganda. The authors
argued that, as a communication tool, propaganda is at the onset intends
to promote contolled information in order to advance the agenda of the
source. Thus, propaganda is a strategic manipulation of facts with
anticipated response rather than the promotion of certitude. The persuader
elaborates on the potential satisfaction of mutual needs by skillfully
concealing one’s personal intention while influencing the receiver’s
conclusion and behavior.
Table 2: Major Characteristics of a Propaganda Material (Jowett and O'Donnel: 2012)

Characteristic
Concealed Purpose
Concealed Identity
Control of Information Flow
Management of Public Opinion
Manipulation of Behavior
Description
The propagandist promote one’s interests through deliberate control and manipulation of
the communication process at the expense of the recipients.
The propagandist obscures identity to achieve a certain degree of detachment that will
allow invasive and aggressive information to penetrate intended audiences without
assuming responsibilities or compromising the source.
The propagandist takes control of the information flow by keeping, delaying, distorting,
suspending, and fabricating to the target audience.
The propagandist provides a well-crafted and rehearsed response to anticipated stimulus
or questions related to public opinion. The response was intended to spark emotional
response from the public.
The goal of propaganda is to manipulate behavior and behavioral patterns.

Aside from common footprints that can be used to classify a

propaganda material, Edward Filene in 1937 tried to organize a proper
understanding of propaganda techniques by identifying seven (7) most
common tricks used by effective propagandists (http://mason.gmu.edu).

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 Table 3: The Common Propaganda Tactics derived from Jowett and O'Donnel: 2012 and
www.cengage.com)

Type of Propaganda Characteristic

Name calling Used to create fear and arouse prejudice by using negative words to create an
unfavourable opinion or hatred against a group, beliefs, ideas or institutions. This method calls for a
conclusion without examining the evidence. Name calling is used as a substitute for arguing the merits of
an idea, belief, or proposal. It is often employed using sarcasm and ridicule the actual idea or proposal.
Glittering generalities Glittering generalities are words that have different positive meanings for
individual subjects, but are linked to highly valued concepts. When these words are used, they demand
approval without thinking, simply because such an important concept is involved. For example, when a
person is asked to do something in ‘defence of democracy’ they are more likely to agree. The concept of
democracy has a positive connotation to them because it is linked to a concept that they value. Words
often used as glittering generalities are honour, glory, love of country, and freedom.
Transfer Transfer is a technique used to carry over the authority and approval of something we respect and revere,
to something the propagandist would have us accept. Propagandists often employ symbols (e.g. waving
the flag) to stir our emotions and win our approval.
Testimonial Propagandists use this technique to associate a respected person or someone
with experience to endorse a product or cause by giving it their stamp of approval hoping that the intended
audience will follow their example.
Plain folks Propagandists use this approach to convince the audience that the spokesperson is from humble origins,
someone they can trust and who has their interests at heart. Propagandists have the speaker use ordinary
language and mannerisms to
reach the audience and identify with their point of view.
Card stacking Selective omission. It involves only presenting information that is positive to an idea or proposal and
omitting information contrary to it. Although the majority of information presented by the card stacking
approach is true, it omits important information.
Bandwagon Bandwagon is an appeal to the subject to follow the crowd, to join in because
others are doing so as well. Bandwagon propaganda is, essentially, trying to convince the subject that one
side is the winning side, because more people have joined it. Subjects of bandwagon are compelled to join
in because everyone else is doing so as well.
Lesser of two evils The ‘lesser of two evils’ technique tries to convince us of an idea or proposal by
presenting it as the least offensive option. This technique is often implemented to convince people of the
need for sacrifices or to justify difficult decisions. This technique is often accompanied by adding blame on
an enemy country
or political group. One idea or proposal is often depicted as one of the only options or paths.
Simplification Simplification reduces a complex situation to a clear-cut choice involving good
and evil. This is similar to the ‘lesser of two evils’ technique’
Repetition Propagandists use this technique to drum the message into the target audience’s subconscious by
repeating keywords or phrases over and over until resistance to the message weakens. The target audience
eventually accepts the message often without even realizing it.
Fear Propagandists play on an audience's fear that something bad will happen to
them unless they do what has been suggested to them.
Red herring A deliberate attempt to change a subject or divert an argument, often to mislead an audience.
Propagandists use this diversionary tactic to draw one's attention away from the real subject.
Symbols Propagandists use words, designs, place, ideas and music to symbolise ideas and concepts with emotional
content.
Faulty cause and effect Propagandists claim that the use of a product, idea or policy creates a positive result without providing any
supporting evidence.
Compare and contrast Propagandists lead the audience to believe that one product, idea or policy is
better than another without offering real proof. This technique is similar to faulty cause and effect.
Slogans Propagandists use catchy slogans or phrases that are easily remembered in
place of a complicated and perhaps more accurate explanation.

Cyber Cronyism and the Duterte Campaign

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 Technological advancement empowers the global citizen to express
one’s ideological preferences and understanding of the cosmos.
Accordingly, the blogosphere becomes the new stage where the
spectacles of the digitized generation is rendered. Taking into
consideration the approaching digitization of the human beings, colonizing
the cyber space is a crucial investment for the aspiring politician.

Kushin (2009), Towner (2013), Yang & Dehart (2016), and Gil de Zuñiga
et al. (2014) argue, that the number of people engaging in politics online is
increasing (Ibrahim 2016). The social media becomes a channel where
people can engage in political activities Obar, Zube, and Lampe (2012)
(Vesnic-Alujevic 2012), (Metzger, et al. 2015), (Yang and DeHart (2016), ,
(Lutz 2016).

Cyber cronyism or popularly known as “trolling” is a relatively new

phenomenon. Cronyism is the act of generating and disseminating political
messages which is specifically made to generate support for a political
party, political ideology, or a politician to the detriment of its opponents
(Morissey, 2010). It has become a substantial feature of social networking
politics in the Philippines, which is capable of affecting an extensive social
base. Cyber cronyism, in fact, played a vital role in the Philippine general
elections of 2016 (Williams, 2017).

Cyber cronyism or “trolling” is generally characterized as the act of

purposively posting emotionally-appealing messages in online discussion
groups and communities so as to elicit a particular reaction (Sanfilippo,
Yang and Fichman 2017). Defined politically, trolling is stimulated by
political interests and ideologies mostly in order to stimulate support for a
political cause or person (Sarada 2016).

In 2013, Benjamin Burrough suggested that in the U.S. 2012

Presidential Elections, Obama trolling has become an alternative avenue
to political participation allowing individuals to share troll messages while
making sure that they set themselves apart from the idea expressed in the
message (Klempka and Stimson 2013) and (Karppi 2013). Hardaker in 2013
argues, people troll because of the perception of anonymity. This is largely
caused by self-awareness loss and de-individuation which cultivates a
sense of freedom (Leaver 2013). Generally, trolling is a manifestation of a
disruptive behavior whereby online users vent their anger and contempt
which they fail to enact in face-to-face interactions (Barab, et al. 2002),
(Caplan and Reed 2016) and (Aro 2016).

As political tacticians become progressively well-acquainted with

the utilization of social media, cyber cronyism was conceived to fill a gap

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in Philippine political campaigning. Jaboneta (2016) observes, the
maximization of social media for electoral campaign became a key factor
in securing Rodrigo Duterte’s victory during the May 9, 2016 elections. He
became the 16th president of the Philippine Republic. Mindanao clans and
allies from Luzon and the Visayas regions came together to orchestrate
what appears to be an impossible feat, Duterte became the first president
from Mindanao.

After the decisive victory of President Duterte, it became apparent

that the Internet technology is a formidable apparatus for political
mobilization. It has been mentioned that included in his campaign
machinery are the cyber combatants who deployed edited digital videos,
pictures, and posts that were skillfully arranged to automatically appear in
Facebook and Twitter users’ newsfeed. Most of the time the messages were
intended to solicit support (Jaboneta, 2016) and murder the political
opponents in the virtual world.

Table 4: Types of Cyber Cronies

Cyber Warriors Relatives, friends, allies and the politician

himself/herself acting as cyber combatants

Cyber Mercenaries Salaried employee acting as cyber combatants

Virtual Vigilantes / Cyber Assassins Individuals not related by consanguinity, affinity or

profession but acts as cyber combatants to protect
their ideology/candidate

To fill the void that was not seen by the other presidential contenders,
Nic Gabunada, a marketing consultant was recruited by the Duterte camp
to organize the cyber warriors with a Php 200,000.00, approximately 4,000
USD (Williams, 2017) seed funding. The money was used to finance people
who were willing to flood the cyber space with pro-Duterte sentiments.
Classic propaganda techniques were reinvented to operate in the digital
space.

Meanwhile, those who oppose Duterte are being bullied and

threatened online. Most of the attacks would be built around the
accusation that an individual is ultimately a part of what is considered as
the yellow army – a term associated with the Liberal Party and used to
indicate that one is allegedly part of a corrupt group (Ressa, 2016). Some
of Duterte’s supporters would even go as far as to create fake Facebook
accounts. Among these fake accounts, false data and information are

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being propagated under the guise of an authentic news story (Ressa, 2016).
Additionally, approximately 20 percent of mentions of Duterte on
Facebook came from bots, which are programs that are specifically
created to generate an automated response to online posts (Inquirer,
2017). Taking these into consideration, it can be asserted that the
proliferation of cyber cronyism and the accompanying propaganda
succeeded, to an extent, in altering public perception, thereby
strengthening the claim of Duterte to power. For Duterte, the average
Facebook shares of 49. 59 percent can be perceived as a vital and
momentous political support and campaign move directed by his own
supporters (Bajar 2017).

Moreover, it was later revealed that Facebook conducted trainings

for all social media teams of the presidential candidates, as well as vice
presidential and senatorial candidate. In November 2015, Facebook
released a statement that since the company started monitoring election-
related interactions, 64% of the conversation from November 20, 2015 to
April 5, 2016 focused on Duterte. Social observers like Jaboneta (2016),
Bajar (2017), and Williams (2017) agree to the fact that through online
mobilization President Duterte was catapulted to become the most
influential candidate in the Philippines in 2016. Accordingly, reports
regarding Facebook aiding the political success of President Duterte in the
2016 elections was been confirmed by Presidential Spokesperson Harry
Roque in an audio statement released as a response to MSNBC’s report on
the spread of fake news which helped the Duterte electoral campaign.

Roque however denied the use of fake news by the Duterte camp,
noting that the Duterte administration itself is a victim of fake news
circulating about the killings happening in the country (Ballaran 2017).
Bradshaw and Howard (2017) insist that social media manipulation is
evident in 28 countries including the Philippines through fake accounts and
‘bots’ intended to interact with users online.

Details on how Facebook aided the Duterte campaign through fake

news was released by MSNBC’s news anchor Ari Melber who noted an
almost similar move by US presidential candidate, Donald Trump, who was
“endorsed” by Pope Francis before their polls in November 2016. A similar
event took place in the Philippine presidential elections as a viral post
claims Pope Francis is:

“Amazed by the fact that a politician who is

aiming at the highest position could be this honest.
It was a first encounter for me to see a politician
being honest about his concerns for his country

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 other than kissing my hands for the sole purpose of
getting the support of the majority of the Catholic
population… there’s no need for an apology. I
admire his honesty.”

The Catholic Bishop Conference of the Philippines (CBCP) Media

Office then released a statement through the Papal Visit- Philippines 2015
Facebook page that “the statement from the Pope is not true. It came from
a satire piece and is fake”. Accordingly, Archbishop Villegas also stated
that:

“Reject claims by candidates that they are

candidates of the CBCP, or of a diocese, or of a
particular bishop. It has never been the practice
of the Catholic Church to hold out a candidate
to the faithful as the ‘chosen’ candidate of the
Church.”

According to Carly Nyst (as cited by Chandran, 2018) Facebook

cannot deny its responsibility from the spread of false information and shall
adhere to journalistic ethics befitting of the world's largest publisher.

After Duterte’s success in the presidential election, professional

media coverage was banned in his maiden inauguration and
arrangement was made for his inauguration to be streamed on Facebook
(Etter 2017). It is also noted that Facebook opened its very first office in the
country to strengthen the engagement and investment of the social media
platform in the Philippines as 49 million Filipinos are active users of the said
platform (CNN Philippines 2016).

Shortly after the inaugural address of the new president, Facebook

announced a multi-million project in partnership with the Duterte
administration. It proposes to help Filipino users connect to Facebook with
zero data charges. As such, this social networking giant is very keen on
taking advantage of its new ally in South East Asia.

True to the confusing and dislocated truth centers of the social

network, President Duterte himself admitted that a ten (10) million peso
budget was devoted for the online campaigning (Salaverria 2017) in his
presidential run.

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 Theoretical Framework

The study is guided by the structural-functionalist (Auguste Comte,

Herbert Spencer and Emile Durkheim as cited in Ritzer, 1992, Parson, 1961)
and neofunctionalist (Colomy, 1990; Alexander, 1990) tradition in the social
sciences. This framework was set to govern the initial stages of the
investigation as well as its conclusion. Structural-functionalist tradition
argues that society is a system of interdependent parts directed towards
the maintenance of balance and the achievement of equilibrium. With the
evolution of human societies, highly specialized parts appear in order to
respond to these distinct needs. These specialized parts fulfill different needs
or functions for the social system. Structural functionalism claims that the
desirable value of every element can only be achieve if it is capable of
binding with the other elements involved in the interaction. The full spirit and
merit of any entity cannot be achieved until it is synchronized into the
system of which it forms a part. In other words, the interdependence of
individuals resides in the complex division of roles and functions and the
recognition of this dependency is the very foundation of a functioning
society.

Considering political participation as a unit (subsystem) within the

political system, this kind of treatment permits the researcher to create
boundaries in order to isolate political participation from other elements of
political activity making it possible to study the cyber cronies in a
compartmentalized and detailed manner. This selective detachment
allows the researcher to elaborate on the intended subject matter of this
research.

Methodology

This research studied things in their natural settings, attempting to

make sense of, or interpret phenomena in terms of the meanings people
bring to them (Denzin,1998). Interview technique was used allowing the
researcher to capture the meanings based on their individual perceptions
and experiences (Corbetta, 2003) as the research arrives at the source of
truth. Interviews were conducted to detail and elaborate on the role of
Internet technology in the political dynamics.
The study derive its data through interview schedule from the
following sources: elected officials, party officers, party bosses, and media
specialists of political organizations. The narratives of these respondents
elucidate the function of online campaigning.

15
 Twenty- one (21) interviews were conducted in the province of Aklan
and eight (8) were conducted in the City of Manila. The data derived from
the field were coded and sorted to aid the researcher in the composition
of the final report. Aided by these narratives, online campaigning in the
Philippines becomes more apparent and fathomable.

Further Findings

In addition to the findings mentioned above specifically in table 1

and table 4; further insights were derived by the research elaborating on
the role of Internet technology in the changing landscape of political
campaigning in the country.

Cyber Divide: Internet and the Voters

Although electronic mediated campaign strategies are evolving in

the country, political parties had already devoted some resources to
generate a database for cellular phone users sending regular text blasts all
through out the year.

Cellular phones are considered as high impact technology during

elections. The Internet technology however is perceived to be a weak
platform, incapable of mobilizing votes specifically in the provinces. The
following reasons were mentioned:

1. the current set of local leaders are not abreast with the
Internet technology,
2. the candidates and the voters are familiar to each other,
thus trolling may not be as effective as it is in the urban
areas,
3. the Internet lacks the personal appeal,
4. the technology is not widely available to the population
especially in the rural areas,
5. the individuals with access to technology are teens who are
too young to vote.

Recognizing the limitations mentioned above, veteran politicians like

the former president and now mayor of Manila Joseph “Erap” E. Estrada
and Congressman Amado S. Bagatsing maintains a blend of old and new
media campaign strategies. Political platforms and propagandas were

16
circulated using the television, radio, and newspapers on one hand and
the new media tools on the other.

Common to the two were, text blast/brigade and creation of

websites. Interestingly however, ERAPtion jokes, Memes, ERAP videos, and
flash mob videos were uploaded online with the conscious attempt to
colonize the cyber space.

It is argued that the limitation of Internet campaigning is highlighted

by the fact that the technological gap apparently exists in the country. The
gap is characterized by the:

1. remoteness of location resulting from poor access to electricity

2. remoteness of location resulting from deficient satellite
connectivity,
3. absence of loading centers for Internet credits,
4. absence of interest or indifference on the part of the older
population to learn and use the technology.

Although Internet connection may be difficult to access in several

areas of the country, many believe that the technology can really make or
break the political narrative of an aspirant.

In Aklan for example, were online attacks can be deployed to

discredit a candidate. The recipient of the attack can easily respond to the
assault and explain to the voters since politicians and the voters spend most
of their time together; shoulder to shoulder during religious obligations, at
arms length at the market place or sharing the same cock houses during
festivals.

In a broader sense, the Internet platform is recognized as a favorable

venue for general information. Related to elections the Internet is an
efficient tool for voter education and at the same time the multi-person to
person engagement saves the politician time and energy to deliver one’s
message across swift, energy efficient and economical. The impact of
online campaigning at this point in time may be erratic and tentative in
influencing the outcome of elections. However, it opens up a new
battlefield in the political topography where the politician is exposed to
attacks from cyber warriors, cyber mercenaries and virtual vigilantes.

On the other hand, this research suggest that the politician must start
building one’s cyber armies, establish online fortifications as well strategize
virtual counter attacks to survive the new war.

17
The Evolution of Internet Technology

The transformation of Internet technology from a simple

communications platform into a political weapon has become very much
obvious with the emergence of cyber cronies or popularly known as “trolls”
specifically during and after 2016 national elections. The intense
confrontations currently taking place among cronies from different sides;
the Dutertards, the Yellowtards, and the participation of the neutral,
discloses the increased politicization and weaponization of the Internet.
Political parties and politicians are becoming more and more conscious in
colonizing the blogosphere by employing cyber warriors trying to win cyber
battles, gain cyber territories as they defend their political masters. These
cyber cronies are accomplices to territorial domination and spatial
expansionism (Dodds, Kuus and Sharp:) in the cyber space. Cyber
imperialism is now the new trend where nations and peoples expanding,
capturing and controlling cyber territories. Truly, nation states had evolved
not only by expanding market through globalization thereby creating a
global village but it has also gone beyond what was previously known such
as the sea power, air power and the heartland. The public opinion in the
cyber space has become the basis of understanding and judgment; it has
become the heart of what is real.

Stages of Internet Evolution in the Philippines

1st Stage INTERCONNECTIVITY

Before the advent of cellular technology, the the story-telling society was
suppressed, interconnectivity, though culturally rooted was long denied
from the Filipinos. But, with the present abundance of this new micro
technology individual Filipinos were given the capacity to locate their own
spaces and re-imagine their biographies. Out of which the internet
generation was built. We no longer tell our lives to ourselves, family
members and friends were given the chance to ultimately negate the
spatio-temporal barriers permitting the exchange of narratives to flow freely
in the cyber space.

2nd Stage DEMOCRATIZATION

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Once global connectivity was achieved, individuals were then
empowered to actively participate in both transnational and local issues
allowing openness to various personalities, worldviews, and horizons at a
very minimal cost. Citizens were allowed to express their sentiments thus,
various centers of knowledge and opinions were allowed to confront each
without considering creed, race, gender or other variables once used to
discriminate. Family members working abroad, many of whom are active
political players in the province, not only participate (democratization of
the blogosphere) in the dialogue but more so seek to influence their friends
and dependents, on the choice of candidates (politization of the
blogosphere).

3rd Stage POLITICIZATION

Shortly after the platform became stable and reliable, the blogosphere was
politicized. The cyberspace became a venue to promote political agenda
and accomplishments. The cyberspace as the new media has become the
pathway in the transmission of what seems to be real. The blogosphere has
become the information superhighway where truth can be manufactured
fast and furious.

4th Stage WEAPONIZATION

The cyber space is now being used to attack nations, parties, politicians
and ordinary citizens. Consequently, cyber crime units are established by
nation states to secure the general public, maintaining integrity and
security of government installations from cyber attacks as well as tracking
down cyber mercenaries and patrolling the dark web. Politicians and
political parties are likewise rapidly adopting ICTs making the cyberspace
a new political battlefield. The nations, parties, politicians, and the citizens
are now engaged in an interactive mechanism of mass dialogue with very
little code of conduct or sense of honor governing such frenzy.

5th Stage DEPLOYMENT OF CYBER CRONIES

It has been argued that there is a difference between the actual power
holder and the potential power wielder. Thus, the same appears in the
potential or actual deployment of warriors in the cyber space. The ongoing
global war (WWIII) exists in the remote and invisible domain of the
blogosphere. In this generation, ideological wars are fought online by cyber
warriors through, cyber terrorism, cyber territorial expansionism, online
interventions in human and state affairs such as politics, religion, economics

19
and other institutions. On a global scale, rapid formation of alliances and
ideological re-alignments are taking place for a war that is to take place in
the domain of the extraterrestrial. The public and private spheres of human
life, once connected to the network will be opened to colonization by the
cyber overlord.

Policy Implications

The Republic Act no. 10175 also known as An Act Defining

Cybercrime, Providing for the Prevention, Investigation, Suppression and
the Imposition Of Penalties Therefor and for other Purposes signed by then
President Benigno Aquino In September 12, 2012, reiterated that:

The State also recognizes the importance of providing

an environment conducive to the development,
acceleration, and rational application and
exploitation of information and communications
technology (ICT) to attain free, easy, and intelligible
access to exchange and/or delivery of information;
and the need to protect and safeguard the integrity
of computer, computer and communications systems,
networks, and databases, and the confidentiality,
integrity, and availability of information and data
stored therein, from all forms of misuse, abuse, and
illegal access by making punishable under the law
such conduct or conducts.

This research suggests that there is a need for the State to protect the
honor and integrity of the cyber space by creating a standardized format
for online account registration on a national scale. A universal guideline for
responsible cyber citizenship in the Philippines should be crafted to
eliminate the destructive and malicious proliferation of cyber cronies.
Furthermore, there is a need to regulate State agencies from becoming
cyber vigilantes. By shaming and submitting ordinary citizens to the
barbarism of public opinion without fair trial agencies become abominable
and self-righteous.

Conclusion

20
 Before the explosion of the network society, media professionals had
the monopoly and control of how to express the people’s voice. Their ability
to silence other sources of knowledge and information gave the media its
magnificent leverage over nations, parties and politicians. Hence,
technological revolution may have decreased or even robbed the press of
its previous status in the political battlefield. This new status of the press
allows the Internet users to settle their disputes and advance their personal
agenda in a front seemingly beyond the jurisdiction of the State.

Computer-mediated broadcasting generally called the social

network liberated nations and peoples from political voicelessness. This new
terrain in communication allows the user to explicitly present one’s political
image and sentiments through a digital self in a public, yet private
electronic network. In the cyber space, these cronies have the illusion that
they occupy space and own an identity that is distant from the old rules of
engagement and social ethics, the enthusiasm or fury of a cyber attack
may be far more devastating or adoring than that of a professional media
practitioner, whose actions should be regulated by the code of
professional conduct. For a cyberspace occupant whose physical
presence in the blogosphere is most of the time represented only by one’s
nom de guerre or nom de plume, this distance and anonymity
democratized the surge of opinions and reflections.

The cyber occupant’s shrouded connection to the world is a

dangerous political state: a distant and unseen, yet full engagement in the
new battlefield of political terrorism. The new role then of the old media
(radio, print, and television) was simply to validate in their own format and
under the realms of professional etiquette what has become viral in the
democratic and sovereign orbit of social media.

Cyberspace seems to confer to the individual a very disturbing and

destructive psyche; a sudden mastery of language, knowledge of facts, as
well as the monopoly of space. Moreover, Internet campaigning considers
the candidate as somewhat similar to economic commodities subject to
the genius of marketing strategies.

Finally, politicians and political parties are encouraged to recognize

blogosphere and digital campaigning as a new battlefield to explore and
colonize.

21
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ACKNOWLEDGEMENT

Gratitude is sincerely extended to Ms. Nicole Anne F. Cruz for providing the data for the Manila interviews.

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