The advent of new media has democratized information content production and sharing. Social media platforms like Facebook, YouTube, TikTok, Instagram, and Twitter/ X have provided a mechanism for anyone with access to the internet to produce and publish in the virtual space information contents.
The social media space has become the host of some of the most brilliant ideas, along with the most stupid ones. There is no vetting and verification of information, thus the emergence of disinformation, loosely referred to as fake news, at epic proportions.
In the Philippines, the tightening of democratic space, especially in the authoritarian Duterte administration (2016 to 2022) supported the ‘underground’ fake news industry. At the same time, the Duterte regime destroyed media institutions. Monumental was the non-renewal of the broadcast franchise of ABS-CBN, which was powerful enough to dictate the liberal narrative in news media.
The worldwide decline of newspapers and the chilling effect of the ABS-CBN closure had also emaciated the influence and historical role of the Philippine Daily Inquirer to engage the state in a libertarian discourse.
Online news portals which emerged to fill the gap of newspapers are not exempted. The authoritarian regime hand-picked Rappler, the only news outfit that has joined newspaper and television networks in the top five most influential online news sites. Rappler.com has played prominently with the big boys in the news industry that transitioned online: ABS-CBN, Inquirer, and GMA. But then again, even worldwide accolades, foremost of which was the Nobel Peace Prize for Rappler founder and leader Maria Ressa, did not protect the emerging online media outfit from the atrocious hands of the authoritarian Duterte regime.
Unlike the mass media where information gate-keeping and ethics in journalism are integral to newsroom operations, social media is the wild wild west. Those who believe the Earth is flat have their fair share of exposure in the information space.
WEAPONIZING DISINFORMATION
Because social media is an open platform, interest groups, particularly politicians use it to weaponize fake news. Online fake news farms sprouted. Their objectives are to (1) demonize democratic institutions, (2) historical revisionism, (3) black propaganda against political opponents, and (4) self-promotion.
The far-left political ideologies, like national democracy, had been lumped with moderate social democrats and liberals to the Left of the political spectrum and labeled enemies of the state. In the guise of pushing the agenda of law and order, based on nebulous scenario-setting of disorder and imagined threats of narco-politics, the fascist Duterte regime abused power at will.
The information space has become so skewed that one cannot make nor tails of what is real news and fake news.
The Liberal Party for example was so demonized, yet its level of awareness was still high, but in a negative manner. The source of that awareness was fake news.
THE NEED FOR SYSTEMATIC PUSH BACK
In the period leading to the 2016 elections (2013- 2016), the political opposition used social media to destroy the administration Liberal Party. Lows in the PNoy administration, from the Yolanda tragedy to the Mamasapano encounter were exploited to the hilt to destroy his image. Â Other presidentiables then, like vice president Jejomar Binay and Senator Mar Roxas were so demonized that their trust ratings plummeted even before the filing of certificates of candidacy in October 2015.
The Marcos social media machinery connived with the Dutertes in what could be the most systematic communications-based coup in the country.
The Marcoses had made a systematic historical revisionism campaign from way back in 2007- 2008. Their agenda was to deodorize the historical rendition of Martial Law.
The Duterte’s on the other hand played up the south’s narrative of neglect, pushed federalism, and later on pounded on the perceived weakness of the PNoy administration with its messaging on the need for brute force to combat criminality and narco-politics, and exploitation of the masses by the oligarchs. He promised to solve corruption in government in six months. End the drug menace by turning Manila Bay red. Hit on some oligarchs while propping up new ones, and so on.
Rewind further to 2010, it would be a good reference to how disinformation using the mainstream media eroded voters’ confidence on Manny Villar. Constant negative publicity on the so-called C5 road scam led by then-senator Jamby Madrigal crippled the presidential bid of Villar. Nothing came out incriminating against Villar in those C5 Senate hearings.
PNoy, Roxas, Binay, and Villar did not make effective pushbacks to the black propaganda thrown their way. The results of the 2010 and 2016 elections speak of that.
The 2016victory of Leni Gerona Robredo, yet, another widow of the immensely popular and brilliant interior secretary Jesse Robredo, against Bongbong Marcos was viewed as a glimmer of hope.
Then again, as vice president, the black propaganda against her was so toxia, absurd, and intense. Although she came out immaculate from the systematic smear campaign, she failed to use the vice presidency to push back on anti-democratic, anti-liberal propaganda.
So effective was the black propaganda, that the political color yellow then carried with it negative connotation.
There are belated realizations after the failed bid of Leni for the presidency that the campaign to demonize the dilawans (yellows) should have been pushed back strongly. It did not help that the dilawans changed into pinks in the 2022 elections. Led by the middle class, the pinklawans, failed to deliver the message to the masses. The simplistic message of unity, and fake news of bringing down to P20 a kilo of rice sat well with the people. On the other hand, the message “kulay rosas ang bukas” remains a mystery to the masses.
To simplify the analogy, if the fascist right was able to lump the center, moderate left, and extreme left of the political spectrum into enemies of the state using social media, why can’t the moderates and progressives do the same?
It was not as if social media is reserved only for the fascists, the other side of the political spectrum has become too timid, uncreative, and cowed.
With people’s sources of news shifting to internet-based platforms. Studies reveal that 65% of Filipinos rely on Internet resources for news, with online news sites and TV as top news sources for Filipinos. Coming up with thethe right new media mix is crucial to stay relevant in the consciousness of the people.
DIFFERENTIATED MESSAGING
For political communications to excel, and influence decisions on election day, it has to be distinct and differentiated.
Everyone knows that Facebook, YouTube, and TikTok are the top three social media platforms. Everyone knows that content from online news portals — inquirer.net, rappler.com, news.abs-cbn.com, and gmanews.tv — are reliable.
Messaging campaigns to be distinct and differentiated to take the pole position.
One of the emerging platforms to differentiate messaging is the OTT or over-the-top media or streaming services. OTT is a media service directly delivered to the audience via the Internet.
Political campaigners may need to study OTT and develop localized variants. While quantifiable parameters like reach, engagements, impressions, unique views, and other metrics are available in social media, the holy grail of digital communication strategies would still be messaging that is closest to person-to-person interaction.
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The writer is a former newspaper editor and reporter. He has ventured into public relations and strategic communications work. He is an independent environment and climate campaigner. Comments can be sent to bency.ellorin@gmail.com.
