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Facebook, Fickleness, and the New Populism in the Philippines Assessing Facebook’S Role in Rodrigo Duterte’S 2016 Presidential Campaign and Rise to Power

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Facebook, Fickleness, and the New Populism in the Philippines Assessing Facebook’S Role in Rodrigo Duterte’S 2016 Presidential Campaign and Rise to Power Facebook, fickleness, and the new populism in the Philippines Assessing Facebook’s role in Rodrigo Duterte’s 2016 presidential campaign and rise to power By Steve Ellmers A thesis submitted in partial fulfilment of the requirements for the degree of Master of International Communication Unitec Institute of Technology, 2018 Abstract Although the Philippines’ populist strongman Rodrigo Duterte is often called the Trump of the East his unexpected victory in the 2016 Philippine presidential election has created such a bloody legacy that Duterte’s impact may even outlast his namesake’s. Duterte’s rise to power occurred in the country with the world’s heaviest Facebook users and relied on this social media platform to a far greater extent than any candidate had during the 2010 Philippine presidential contest. This development determined that Facebook would be the main subject of this analysis. This research analyses what happened during the 2016 Philippine presidential election campaign by examining the role Facebook played in Duterte’s success from when his candidacy was formally approved on December 17, 2015, through to the presidential election on May 9, 2016. It subjects two key Facebook accounts, Duterte’s official page and a representative example of one of the hundreds created to support him, to content and discursive analysis. It places Team Duterte’s use of Facebook within the overall context of the campaign and shows how Duterte’s complex and contradictory identity as a candidate was constructed for two very different Facebook audiences. This research also considers how Duterte’s rise was linked to the assistance he received – either intentionally or otherwise – from other members of the Philippine political and media elite. In contrast to his official position as a vulgar yet ultimately non-threatening change agent Duterte’s diehard Facebook activists and their networks of fake Facebook accounts revelled in distributing blatant utopian messaging. This contributed to Duterte’s dominance of the political discourse of the campaign and exploited the Philippines’ messiah complex. It helped Duterte present himself as a Christ-like saviour; the country’s last hope, the Philippines’ last card. As a result, this research also examines the parasocial relationship between Duterte and his supporters. This is because their belief that they knew who Duterte was and that he could be trusted with imposing a new dictatorship has allowed Duterte to unleash what he considers to be the final solution to all the Philippines’ problems – the violence which he previously used as a local warlord to pacify the most chaotic and ungovernable city in Asia. Keywords: 2016, democracy, discourse, Duterte, Facebook, mass media, parasociality, Philippines, populism, Southeast Asia, targeted killings, trivial news, vulgarity Declaration Name of candidate: Steve Ellmers This Thesis entitled “Facebook, fickleness, and the new populism in the Philippines: Assessing Facebook’s role in Rodrigo Duterte’s 2016 presidential campaign and rise to power” is submitted in partial fulfilment for the requirements for the Unitec degree of Master of International Communication. CANDIDATE’S DECLARATION I confirm that: • This Thesis represents my own work • The contribution of supervisors and others to this work was consistent with Unitec’s Regulations and Policies • Research for this work has been conducted in accordance with the Unitec Research Ethics Committee Policy and Procedures and has fulfilled any requirements set for this project by the Unitec Research Ethics Committee. Candidate signature: Date: September 14, 2018 Student number: 1356884 Acknowledgements I could not have formalised my thinking on the latest Philippine revolution without the help of others. First and foremost, I wish to thank my supervisors Elena Kolesova and Philip Cass. Without their continuous guidance and support my impressions of Duterte’s Manila and experiences living in the provincial Philippines would have remained bewilderingly kaleidoscopic. Without them, I would never have had the courage to undertake, let alone persevere, with this research. I am also indebted to the Filipinos, in the Philippines as well as outside of it, who helped shape my understanding of their country’s political and media environment. Regardless of whether they supported the current president or opposed him, they were all extremely generous and graciously tolerated this nalilito dayuhan’s (confused foreigner’s) questions. However, most of all, I wish to acknowledge the saint-like devotion and understanding of my research assistant. Their translation skills and societal insights have enabled me to complete this task and despite not being able to name them because of the climate inside the new Philippines, they know who they are. Salamat sa iyo sa lahat ng tao (Thank you everyone). Contents Chapter 1. Introduction.…………………………………………………………………..5 1.1 Background.…………………………………………………………………7 1.2 The post-Marcos Years and Rodrigo Duterte.…………………………...9 1.3 Before the campaign.……………………………………………………..11 1.4 Research Question.……………………………………………………….14 1.5 Sub-questions.……………………………………………………………..14 1.6 Operational definitions.……………………………………………………14 Chapter 2. Literature review…………………………………………………………….16 Chapter 3. Methodology…………………………………………………………………25 3.1 Theoretical framework…………………………………………………….27 3.2 Methods…………………………………………………………………….28 Chapter 4. Findings: Building tatak (brand) Duterte……………………………….30 4.1 The F factor………………………………………………………………...32 4.2 Official Rodyisms…………………………………………………………..32 4.2.1 Beyond the core: The worthwhile periphery of Rody Duterte………40 4.2.2 The far from trivial Tatay (Daddy) D…………………………………..45 4.3 The world of DU30 for 2016……………………………………………...52 4.3.1 What’s Left? The worthwhile remains of DU30 for 2016……………61 4.3.2 The new People Power…………………………………………………64 Chapter 5. Analysis: The Rodrigo Duterte talk show………………………………73 5.1 More than words: The discourse of Rody Duterte……………………..73 5.2 DU30 for 2016’s solution to discursive anomalies……………………..81 Chapter 6. Discussion: Here comes the new boss…………………………………90 6.1 Mathews just needs a helping hand……………………………………..90 6.2 What Duterte will they choose?...........................................................99 6.3 DU30 for 2016 before the turning of the tide………………………….102 6.4 Look where all this talking got us……………………………………….111 Chapter 7.0 Conclusions: Getting fooled again…………………………………...119 7.1 A farewell to kings?………………………………………………………127 _______________________________________________________________________________________ Page 2 List of maps Map 1: Philippine provincial boundaries…………………………………………………..8 Map 2: Locations of Manila and Davao City……………………………………………...9 List of tables Table 1: Monthly Facebook post totals…………………………………………………..32 Table 2: Breakdown of Rody Duterte posts……………………………………………..32 Table 3: Breakdown of worthwhile Rody Duterte posts………………………………..33 Table 4: Breakdown of trivial Rody Duterte posts………………………………………45 Table 5: Breakdown of DU30 for 2016 posts……………………………………………52 Table 6: Breakdown of worthwhile DU30 for 2016 posts……………………………...52 Table 7: Breakdown of trivial DU30 for 2016 posts……………………………………..64 List of figures Figure 1: Linkages between Duterte's core political messages……………………….34 Figure 2: Duterte tries to describe his anti-corruption stance………………………….34 Figure 3: Repetitive interchangeability of his views on corruption…………………….35 Figure 4: Duterte warns his opponents not to plant fake drug labs in Davao……….35 Figure 5: He attends an anti-drug meeting in Palawan………………………………...36 Figure 6: Criminals shall be hunted……………………………………………………....36 Figure 7: Freeing a soldier from NPA captivity………………………………………….37 Figure 8: Releasing six other NPA captives……………………………………………..38 Figure 9: Contemplating a high-speed rail service for Davao City……………………38 Figure 10: Duterte speaks out on the West Philippine/South China Sea dispute…...40 Figure 11: The Mayor's position on climate change…………………………………….41 Figure 12: 3 real solutions for Overseas Foreign Workers…………………………….41 Figure 13: Duterte explains his comments about Jacqueline Hamill………………….42 Figure 14: Addressing his own alleged corruption……………………………………...44 Figure 15: Proclamation rally in Tondo…………………………………………………..45 Figure 16: Grand rally in Davao…………………………………………………………..46 Figure 17: Duterte's motorcade on Manila's outskirts…………………………………..47 Figure 18: "Mammoth" Alabang Greater Manila rally…………………………………..47 Figure 19: Final campaign rally in Luneta Park…………………………………………48 Figure 20: Promoting his attendance at the first Presidential debate………………...48 Figure 21: Campaigning in Cebu………………………………………………………....49 Figure 22: Meeting with former President Fidel Ramos………………………………..50 Figure 23: Campaigning east of Manila………………………………………………….50 Figure 24: Reminding voters who his vice presidential pick was……………………...51 Figure 25: Everything Duterte hates most stop…………………………………………53 Figure 26: Counterattacking Senator Manuel Roxas II………………………………...54 _______________________________________________________________________________________ Page 3 Figure 27: Counterattacking Senator Antonio Trillanes IV……………………………..55 Figure 28: Just say no to rehabilitation…………………………………………………..56 Figure 29: Carmen Pedrosa’s post……………………………………………………….57 Figure 30: A terror to the few who are evil……………………………………………….57 Figure 31: Police pay rise………………………………………………………………….58 Figure 32: Most child-friendly city in the Philippines……………………………………59 Figure 33: Only Duterte has the balls to admit it………………………………………..59
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