PHILIPPINE elections are a spectacle of catchy jingles, celebrity endorsements, and grand campaign rallies. But beyond the confetti and slogans lies a complex voter behavior that shapes the country’s future. If democracy is to work, voters must think critically, weigh their choices beyond popularity, and see elections as a long-term investment in governance — not just a transactional event.
Historically, name recall, endorsements, and personal benefits have influenced how Filipinos vote. The 1995 Institute for Political and Electoral Reform (IPER) study found that popularity and patronage networks mattered more than party platforms. Fast forward to today, and little has changed. The 2022 elections reinforced this, with social media further amplifying name recognition over track records. Political dynasties continue to thrive, proving that elections often favor those with deep networks rather than strong credentials.
One major roadblock to smarter voting is the deeply rooted patron-client system, where candidates offer short-term incentives — cash, food, or jobs — in exchange for votes. Many voters, especially from lower-income backgrounds, see elections as a rare opportunity to gain immediate relief rather than a means to demand long-term governance. A 2020 Ateneo study showed that voters often felt obliged to support candidates who had provided personal assistance, regardless of their performance in office. Breaking this cycle requires shifting voter priorities from short-term aid to sustainable progress.
Social media now drives political perception. Platforms like TikTok, Facebook, Instagram, and YouTube let candidates craft their image — often prioritizing appeal over truth. A 2021 Rappler investigation exposed coordinated online campaigns to manipulate narratives and discredit opponents. In an era where memes spread faster than policy discussions, digital literacy is no longer optional but necessary. Voters must learn to verify sources, fact-check claims, and think critically about the information they consume.
Emotion also heavily influences voting decisions. People are drawn to narratives of struggle and redemption, often choosing candidates who portray themselves, many indeed pretend, as champions of the poor, regardless of their track record. Former President Joseph Estrada’s “Erap para sa mahirap” campaign exemplified this trend — despite allegations of corruption, his populist appeal carried him to the presidency. Today, emotional branding still outweighs governance credentials, showing how sentiment often trumps substance at the ballot box. (To be continued)/PN
