TECH4GOOD
Driving around these days makes you feel that the elections must be fast approaching. Whether traversing expressways, the side streets of Metro Manila, or the countryside's bumpy roads, it will be difficult to miss all those billboards or tarps that have suddenly sprouted all over masquerading as well-meaning reminders. They are seemingly innocent signs – urging us to buckle up, obey traffic rules, and save the environment – but, in reality, the handiwork of cunning politicians.
Yes, you read that right. Our roads have become their canvas, and every road sign is a potential vote magnet. Welcome to the world of the epal, where safety meets self-promotion, and traffic rules collide with blatant ambition. Most people like me find those either annoying or entertaining. The epal epidemic is definitely back!
In the vibrant political landscape of the Philippines, a peculiar species thrives: the epal. What exactly is an epal?
Derived from the Filipino slang for “butting in,” epals are politicians who cannot resist inserting themselves into every nook and cranny of public life. Imagine a politician who photobombs every event, slaps their face on every project, and insists on being the star of every show. They’re the ones who hijack relief operations to distribute their campaign flyers as if a bag of rice comes with a side of political propaganda. In short, epals are the ultimate attention-seekers, multiplying faster than roaches on caffeine.
They are like the clingy ex who won’t stop texting you after a breakup—only worse. These attention-hungry creatures have perfected the art of self-promotion, and they’re at it again, even before the official election campaign kicks off.
Epals come in different forms. Some love tarps and billboards. They’re like kids in a candy store, except the candy is their face plastered across the skyline. Whether it’s a new road project or a public toilet (yes, even those), you can bet an epal will claim the credit. “Behold,” they declare, “I, Councilor Selfie, have bestowed upon you this magnificent urinal!” Never mind that the urinal was funded by taxpayers and built by workers who don’t even know their names.
Many are social media savants. They flood our feeds with selfies, inspirational quotes, and cryptic messages like, “Change is coming…to my social media filter.” Their posts mix political messages, food pics, and shameless plugs for their upcoming campaign jingles. And don’t get me started on their hashtags: #EpalNation, #VoteForMeOrElse, and #SelfieWithThePeople.
Epals also live for ribbon-cutting ceremonies. They wield oversized scissors like Excalibur, slicing through red ribbons with the precision of a surgeon. The crowd cheers, the cameras click, and the epal basks in glory. Meanwhile, whether it’s a new classroom or a public library, the project waits patiently in the background, wondering when it will get its moment in the sun.
Epals love to strike a pose that screams, “I’m here, and I’m fabulous!” It involves one hand on the hip, the other pointing to the sky (or their face), and a half-smile that says, “I’m saving the world, one selfie at a time.”. They love giving away freebies. They will slap their name on anything—tote bags, umbrellas, even stray cats. Classic epal moves!
So, what can be done to curb the proliferation of epal materials and, more importantly, epal mentality among politicians? We should encourage politicians to be more mindful of their media and online presence. We all understand their intention to get voters acquainted with their names. Name recall in Philippine politics is a critical success factor for getting elected. But instead of constantly trying to impress others, they should focus on building genuine connections and sharing meaningful content. And they should all step back and ask themselves: Do I need another billboard with my face on it? Will it help build connections, create annoyance, or provide free entertainment?
Are they not breaking election rules? Our election rules mandate a specific period during which campaigning is allowed. Are those epal materials not breaking those rules? It will be tough for our election body not to see them. Are they looking the other way because of simple technicalities? If those are allowed, these politicians must spend much money to get them out there. I feel sorry for those politicians who do not have the means to keep up with the moneyed ones.
As election season approaches, let us brace ourselves for an epal invasion. Remember, they are like allergies—hard to eradicate but impossible to ignore. So, let us raise our metaphorical glasses to these attention-seekers. After all, without them, who would we mock during family gatherings and get-togethers?
And so, dear readers, let us navigate this epal-infested terrain with grace, humor, and a dash of eye-rolling. May the best epal win—or lose, preferably. Cheers!
(The author is an executive member of the National Innovation Council, lead convener of the Alliance for Technology Innovators for the Nation (ATIN), vice president of the Analytics and AI Association of the Philippines, and vice president of UP System Information Technology Foundation. Email: [email protected])