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"If you would persuade, you must appeal to interest rather than intellect."
-Benjamin Franklin
OBJECTIVES:
INTRODUCTION:
The buzz of politics lingers in the background of culture like a perpetual muzak
but on a daily basis it pretty much slips under the radar screen of the nation's collective
interest. Most attention is focused on the increasingly newsworthy roller coaster ride of
financial markets, economic status and political strategies prevailing in our very own
government. At present almost the same political and social strategy prevails.
Like,reformist political side, traditional political side, clientelism, applied populism and
populism.
DEFINITION OF TERMS
Social Psychology - is the study of the relations between people and groups.
Populism emerged as the most effective electoral discourse in the early post -
-
Marcos period. lnvolves media carried appeals by leaders in the form of promises to
help common people at the expense of the elite. (Erap and FPJ)
People Power - transitional human power that moves a certain politician out of his
position.
Charismatic strategy - People tends to chose politician who are endorsed by religious
group.
Hybrid Bossism - out right vote buying and electoral violence by means of the internet
and online money.
Command Voting - A certain leader tells the group whom to vote during the election
period.
Market Votes - votes are sought through media based national appeals to voters,
rather than dyadic local ties. (Television and radio advertisements)
Glientelism - involves ties between national leaders and voters via local leader who
harvest votes through material incentives or violent threats in their bailiwicks. lt is also
the mixing of image politics and political machinery.
Proletarian potboilers -
movie star populism in politics and voters believes that
politicians will apply their familiar movie tags to real social condition.
Reformist - promise things about good governance. Reformist shows through personal
sacrifice at the hands of corrupt officials that they are worthy of public trust.
Applied populism -
uses traditional politician strategy and application of political
machinery like giving money to noon time shows and hires artist to endorse them to
build up a good image to public,
Out pouring grief - according to Mark Thompson (2010) one of the most popular and
prevailing political strategy in the Philippines is out pouring grief. The most popular
example of which is the case of Pres. Benigno"Noynoy" Aquino Jr. Since, due to the
death of Mrs. Aquino Noynoy decided to run for presidency,
Divide and conquer - one of the most popular strategy used by former pres. Gloria
Macapagal Arroyo. Wherein, base from inside sources he was able to talk to Sen.
Panfilo Lacson to order him to run for presidency last 2004 election. So that the
opposition will be divided since Fernando Poe Jr. Was selected by the opposition as
their standard bearer.
Pro -poor - Another trend being followed today is the pro poor style. CENSUS shows
that majority of the population nowadays are coming from the third class families.
Wherein the families from the third class families are considered poor, politicians may
secure good number of votes if they appeal and promise things for the poor. Promises
like uplifting their economic status and giving them good fortunes.
Rags to Riches - Base from political analyst Winnie Monsod from the University of the
Philippines. Rags to Riches story strategy is another style that running politicians use
during campaign period. Study shows that people give a great percentage of trust to
those people who became rich due to their hard labour. Because voters believes that
those people has a smaller chance abusing their power since they are knowledgeable
about the conditions of the people within their environment.
Sounds Bites - The habit of modern Western media outlets (especially radio and
television) of taking short excerpts from speeches has resulted in the creation of the
term "soundbite".
Gampaign advertising - is the use of paid media (newspapers, radio, television, etc.)
to influence the decisions made for and by groups. These ads are designed by political
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Mass meetings, rallies and protests - Holding protests, rallies and other similar public
events (if enough people can be persuaded to come) may be a very effective campaign
tool. Holding mass meetings with speakers is powerful as it shows visually, through the
number of people in attendance, the support that the campaign has.