Written by Patricia Marie Reyes
Published May 1, 2022
Celebrity Vice Ganda raises the hand of Vice President Leni Robredo during her campaign rally in Pasay City on April 23, 2022. (Photo credit: VP Leni Robredo’s Facebook page)
Many celebrity personalities have declared their support for their chosen candidates throughout the campaign period of the 2022 national elections.
At a campaign rally in Pasay City last April 23, box-office stars Vice Ganda, Kathryn Bernardo, Daniel Padilla, and Liza Soberano were the latest addition to the long list of celebrities who have officially endorsed presidential candidate Vice President Leni Robredo.
Other presidential candidates such as former Ilocos Norte Governor Ferdinand “Bongbong” Marcos Jr., Manila Mayor Francisco “Isko Moreno” Domagoso, Senator Manny Pacquiao and Senator Panfilo Lacson have also garnered endorsements from local celebrities for their campaigns.
Actress Toni Gonzaga hosts the proclamation rally of the tandem of former Ilocos Norte Governor Ferdinand “Bongbong” Marcos Jr. and former Davao City Mayor Sara Duterte held at the Philippine Arena in Bulacan on February 8, 2022. (Photo Credit: Bongbong Marcos Twitter page)
On March 18, 2022, singer Mocha Uson goes onstage in Kawit, Cavite to endorse Manila Mayor Francisco “Isko Moreno” Domagoso for president. (Photo Credit: Mocha Uson Facebook page)
Actor Enzo Pineda speaks to the crowd during Senator Manny Pacquiao’s campaign rally in San Juan City on April 23, 2022. (Photo Credit: Team Pacquiao)
Comedian and TV host Vic Sotto expresses his support for the tandem of Senator Panfilo Lacson and Senate President Vicente Sotto III during their Quezon City Memorial Circle rally on February 9, 2022. (Photo Credit: Philippine News Agency photo by Joey Razon)
Star power in elections
TIME Magazine reporter Chad De Guzman stated that ever since the 1986 People Power Movement, the Philippine elections have started to utilize the entertainment industry for campaigns. Anthropologist Anna Pertierra from the University of Technology Sydney (UTS) explained that television culture spread across the country when the media networks were freed from Marcos Sr.’s censorship and authoritarian control.
In ANC’s After the Fact, campaign strategist Alan German said the involvement of celebrities is a “big plus” in a political campaign.
“There are other factors, but off the bat, I would say, ‘yes’ they will convert,” German said, pertaining to celebrities using their influences on the public to get votes for a candidate.
German discussed the aspirational attributes attached to celebrities and how this can transfer to their fans. “You want to be like the celebrity, so you make the choices the celebrity chooses,” he said.
What voters think
An informal survey with registered voters for the 2022 elections asked 10 people about their opinions on celebrity endorsements. All respondents agreed that celebrity endorsements can lead to votes for a political candidate. Most responses cited idolatry, rhetoric, and media influence as reasons why they think celebrities are effective endorsers.
Student leader Venice Nieva, 21, said celebrities play a part in adding traction to a political candidate’s campaign because, for her, idolatry is common in the country.
“A lot of Filipinos, especially fans, heavily worship or put their favorite celebrities at a higher regard,” Nieva said. “Thus, putting their endorsements to a higher regard as well.”
First-time voter *Leila Santos, 19, said celebrities have a wide platform that reaches different kinds of audiences.
“People follow these celebrities like they are their models in life,” said Santos. “Many people imitate how they think, speak, act [and] dress.”
She further explained that some may decide to vote for a candidate endorsed by their idols, since they follow and trust the decision-making of these celebrities.
However, *Daniel De Vera, 21, called upon registered voters to follow their own choices and use facts as the basis for voting a candidate.
“You don't just support a politician just because your favorite celebrity said so,” De Vera said. “You support someone because of what he/she may have done as a politician, and what he/she may do in the future if elected in their respective position.”
The Philippine 2022 elections will be on May 9 with 65,745,529 registered Filipino voters in the country.
* not their real names
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