THE VIEW FROM RIZAL

The latest survey done by a number of research outfits appears to confirm earlier speculations that at least 20 of the 24 seats in the Senate up for grabs in the 2025 elections could go to so-called “media or show business personalities.”

These results had come under fire from certain quarters. Several former legislators had expressed “dismay” over the preference expressed by respondents to the survey. They “lamented” the results, pointing out that the personalities who registered high scores may not be fit for the role of legislator in the Upper Chamber of Congress. Some critics of the survey results have resurrected the use of the disparaging term “bobotante,” a word we heard a few elections ago to refer to voters who, the critics charge, tend to choose candidates based solely on “popularity.”

While we respect the views of the critics of the survey results, we would like to look at the phenomenon reflected by the apparent choice of the respondents from a different angle.

For starters, it is best to clarify that Filipinos voting for media personalities is not a recent phenomenon. Our elders told us that in the 1950s, the top movie matinee idol of the Philippines — one who goes by the name of “Rogelio dela Rosa” — entered politics and won.

Dela Rosa was the screen sweetheart of the beloved Carmen Rosales, the Queen of Philippine movies during her time. Our elders describe Dela Rosa as the quintessential leading man — exceptionally handsome, dashing, and the perfect gentleman. He was the heartthrob of our great-grandmothers. YouTube and some cable television channels still replay his movies, one of which immortalized the classic kundiman, “Maalaala mo kaya.” 

Dela Rosa (no relation to Senator “Bato”), ran for a seat in the 1953 general elections and landed on the fourth spot, behind lawyers Gil Puyat and Arturo Tolentino, and war hero Eulogio Balao. He fared better than lawyers Oscar Ledesma and Ambrosio Padilla in the fifth and sixth spots. 

Dela Rosa, according to our elders, performed well in the Senate despite his being a non-lawyer. He authored bills to advance the interests of farmers and fishermen. He also authored the law creating the Board of Censors, the forerunner of today’s MTRCB. He must have done his job so well that he became a strong presidential contender in the 1960 Presidential elections. He withdrew at the last minute, paving the way for the election of presidential contender Diosdado Macapagal. He would serve as the Philippine ambassador later on.

In the 1960s, a radio-television personality also won a seat in the Senate. His name was “Eddie Ilarde,” a Pasay City native, who anchored a popular radio drama program called “Dear Kuya Eddie.” He was apparently responsible for the famous expression, “napakasakit, Kuya Eddie.” He was also a mainstay in popular television programs that ruled the airwaves in the ’50s, ’60s, ’70s, and the early ’80s. He also championed the cause of fisheries and agriculture during his term.

Senator Tito Sotto would duplicate this feat in 1992, topping the senatorial race in that general election where he was followed by Senator Bong Revilla who landed on the second spot. In 1998, another media personality would top the senatorial race – Senator Loren Legarda. Senator Noli de Castro would replicate the feat in the 2001 senatorial election.

Our view is that survey topnotchers appear to possess the three “As” – the essential elements that dominate the decision-making process of independent “free market” voters: awareness, affinity, and action.

Voters prefer those who they already know. They will choose candidates with whom they have a sense of “affinity,” which translates into “they know us, they know our plight, and they are one of us.” “Action” refers to “they have already done something for us in the past” and “we believe they will act on our behalf when they get elected.”

The three “As” are the foundation of trust. Those who have them will enjoy greater trust among voters. Filipinos vote for those whom they trust. To be trusted by the Filipinos, one must be known by them, have a sense of affinity with their plight, and have already done something for them. 

It appears it is not true that the Filipino voter can be won over based on “pangako.” That may be why they hardly read the kilometric presentation of candidate platforms. They would go for those who are tried and tested, whether inside or outside the political arena.

The wiser approach is not to lament or bash the results of the survey. The better step would be to understand them and appreciate the underlying factors that influence the voting behavior of Filipinos. 

Based on the latest surveys, we can only surmise that, more than ever, Filipinos will not vote for those whom they do not know, whom they cannot relate to, and those who they feel have not done anything for them. They cannot be faulted. Trust is their primary basis for decision-making. Every candidate must, therefore, learn how to win that trust.

When we started electing senators in 1946, most of the topnotchers and winners were lawyers: Senators Vicente Francisco in the first post-war senatorial race, Quintin Paredes in 1949, Fernando Lopez in 1952, Ferdinand Marcos Sr. in 1959, Gerardo Roxas in 1963 and up to 1987 when Jovito Salonga led the race. Senator Tito would break the trend in 1992.

There are observations that there are now fewer lawyers in both houses of Congress, a body that is responsible for making laws. Let us not fault the Filipino voters for this trend. We suggest that candidates with legal backgrounds learn the process of winning trust based on the elements of awareness, affinity, and action.

(The author is the mayor of Antipolo City, former Rizal governor, DENR assistant secretary and LLDA general manager.Email: antipolocitygov@gmail.com)