Politics is no longer limited to the pedigrees of traditional political families nor to the educated class, least of all to lawyers. Showbiz personalities have been crossing over to the world of politics since 2004 and are doing it in waves. This year’s mid-term elections drew the highest participation so far of celebrity candidates. There were fifty-seven (57) celebrity candidates, 14 more than those who ran in 2004. Celebrity candidates include actors, singers, TV hosts, sportsmen/sportswomen, and media personalities. Most of them ran for local positions like congressman, vice-governor, mayor or city council, while some aspired for the national position of senator.
Results are mixed in terms of their performance in the electoral races. From the data I collated form newspapers and media websites, only 24 of the 57 celebrity candidates won in the 2007 elections. The majority have been unsuccessful in their bids, including popular actors Richard Gomez and Cesar Montano, who ran as senators. Both gentlemen have been trailing in the Comelec’s Senate count and nowhere near the top 12 slots.
Results of both 2004 and 2007 elections indicate that celebrities fared better in the local races. Forty-two percent of celebrity candidates won at the local level in 2004, rising to 45 percent in 2007. In contrast, their performance in national races worsened—with 33 percent winning in 2004 but only 16 percent in 2007. These seem to indicate that the electorate are more open to giving actors, singers, sportsmen/women and media personalities a chance to serve public office in local positions.
Comparative Performance of Celebrity Candidates in 2004 and 2007 Elections
. | Number 2004 | Percentage 2004 | Number 2007 | Percentage 2007 |
Total Candidates | 43 | 100 | 57 | 100 |
Local | 31 | 72 | 51 | 89 |
National | 12 | 28 | 6 | 11 |
Total Winners | 20 | 47 | 24 | 42 |
Local* | 16 | 42 | 23 | 45 |
National** | 4 | 33 | 1 | 16 |
Total Losers | 23 | 53 | 33 | 58 |
Local* | 15 | 48 | 27 | 55 |
National** | 8 | 67 | 5 | 8 |
* Percentage is taken from total of local celebrity candidates
** Percentage is taken from total of national celebrity candidates
*** Data gathered from newspapers, ABS-CBN and GMA 7 websites
Popularity Is Necessary But Insufficient
Do the failed bids of celebrity candidates in the 2007 elections necessarily herald the end of popularity? I beg to differ.
Celebrity candidates’ built-in advantage in the form of popularity and recall remains important, given the continuing influence of mass media in Philippine society. The television began to gain foothold in most households in the 1980s and an estimated 90 percent of households now own at least one television in the Philippines. This has had the consequence of election campaigns be largely waged via the mass media, notably television and radio, a phenomenon further buttressed by the lifting of ban on political ads in 2004. The 2004 elections is the supreme testament to the rising role of “air war”—largely won by candidates like Senators Mar Roxas, Juan Ponce Enrile, Jamby Madrigal and Pia Cayetano, who were then the biggest spenders for political ads. In this year’s elections, candidates like Prospero Pichay, Manny Villar and Joker Arroyo poured in hundreds of millions of pesos for their political advertisement to make up for their low-level of popularity and voter awareness. Elections thus continue to be fought in mass media.
Parallel to the rising role of media is the rising importance of ’public servant image’ as a basis for choosing candidates by voters. A survey done by the Institute for Political and Electoral Reforms (IPER) in 2003, indicates that such an image—in particular, the candidate’s capability to help the voter and his family and/or reputation for serving the people—is the most important factor determining how Filipinos vote. Showbiz candidates regularly seen on TV helping people on their needs posses natural advantage in developing such an image. The same goes with broadcasters—especially those who have public affairs programs. The success of Vice President Noli de Castro and come-backing Senator Loren Legarda exhibit this phenomenon.
Both the continuing pervasive influence of mass media and the importance of public image indicate that the end of popularity is not necessarily in sight. Rather, what the failed bids of celebrity candidates seem to indicate is that popularity is a necessary but insufficient condition to win elections.
Gomez and Montano explained
The cases of Richard Gomez and Cesar Montano, who lose their senatorial bids, illustrate the insufficiency of immense popularity. First, they don’t have the ’public servant image’. While Gomez might have involved himself in sports and even won medals for the country’s pride, it was not seen as helping the voter. Neither were his TV programs directly assisting the people. Montano on the other hand might have brought accolades to himself here and abroad because of his quality films, but these were personal victories with no consequence to improving the lives of potential voters. Both candidates thus did not enjoy the image of a public servant.
Second, both Gomez and Montano wanted to take the shortcut, that is running immediately for national office. For candidates who does not have the public servant image, voters requires from them direct experience. Gomez and Montano do not have the benefit of serving in local governments, unlike in Senators Jinggoy Estrada, Bong Revilla and Lito Lapid who served as San Juan Mayor, Cavite governor and Pampanga governor, respectively.
The third factor is the political dispensation at this conjuncture, where alignment with an unpopular President is proving to be a disadvantage. Montano ran under Team Unity that is endorsed by GMA, while Gomez entertained running under Team Unity until he was eased out and and forced to run as independent. The case of Gomez, I believe is seen as turncoatism (balimbing): from being a staunch anti-GMA , Richard Gomez even entertained running under her team. Being balimbing partly explains the loss of another celebrity and until recently opposition stalwart Tito Sotto. His ’Eat Bulaga’ spiels just were not enough.
Need for Strong Parties
Notwithstanding their less than brilliant electoral performance, celebrity candidates are here to stay. More celebrities ran in 2007 than in 2004 and their 40+ percent winning average is nothing to trifle with. Until political parties can seriously perform their role in recruiting new blood, new politicians from their ranks, being a celebrity will always be an avenue in entering the enticing and complex world of Philippine politics.