‘Presidentiables’ as products

With the May elections just two weeks away, the electorate is looking at the presidential candidates as products which can fulfill their needs and wants. The surveys seem to be reflective of voters’ preferences which have changed dramatically in a few cases while remaining constant in others. A citizen reading the results may wonder why the chosen one is not reflective of his or her own choice. The breakdown of the respondents and their respective choices would show that depending on the demographics (age, income class, education, etc.) of the voting population, each grouping would make their decision in the context of where they are coming from - group aspirations and their perception of the likelihood that such will be attained because a choice became president.

Candidate Mar Roxas appeals to those who believe that the continuation of the “Daan Matuwid” of President Aquino will sustain the fruits of the six-year term and even increase the economic and social gains of society. On the flipside though, the failings (traffic, increasing crime, lack of infrastructure, indecisiveness, etc.) of the PNoy regime could be perceived as probably continuing with a Roxas presidency and make a significant number of voters not go for him. In business when you introduce a product that has the substantial features of a previous good one, you also need to emphasize its new elements to appeal to the market. Regretfully, Mar Roxas, the candidate has not differentiated himself well enough to capture the voters’ interest. Besides the program of government, the electorate is looking at the characteristics of the candidate. No matter how good the vision, if there is no implementation, there is no accepted outcome. Regretfully for Mar Roxas, the public perception is that he is “teka, teka” or indecisive.

Vice president Jojo Binay is a product that has been in the market for some time, given that he declared his bid for the presidency, a year after he took his oath of office. Market familiarity works both ways – the voter is comfortable and familiar with him but as the saying goes “familiarity breeds contempt.” His product is very appealing as there is evidence of accomplishment in the city of Makati and through the years, local government officials have trekked to the city to learn and hopefully apply the best practices. Old products are, however, very vulnerable to negative publicity (courtesy of the Senate subcommittee of three- Pimentel, Cayetano and Trillanes), which happened in the case of the alleged corruption charges against candidate Binay. He was not able to adequately neutralize these allegations, which a well-financed media campaign harping on that these were old charges which even COA already had not pursued (until a new COA did for political reasons) and that his stint as vice-president remains untainted could have. His hope is that as other products exhibit side effects (the Duterte unpredictability), the voters will go back to a familiar, sure product.

Senator Miriam Santiago is the product that not only has been on the shelf for some time but has won the hearts of many with her candidness and down-to-earth demeanor. Regretfully, her limited campaign has not been able to rouse up the usual fervor that accompanies her appearances on campuses. Up to today, candidate Miriam has a core of admirers in the new generations that could propel her to the national leadership.

Senator Grace Poe is a new product which builds on the nostalgia for an old product, which the public believes they were deprived of – the loved actor Fernando Poe, Jr. Banking on “what could have been” and promising a more compassionate society (which is a direct opposite of the PNoy administration seen as indifferent –lack of immediacy of sympathy for the fallen 42- and carried over by the statistics oriented approach of chosen successor Mar Roxas as shown in the final presidential debate), Senator Poe is increasing market share despite the lingering doubts of unsettled citizenship issue as it would seem the Presidential electoral Tribunal may be the final arbiter; not the Supreme Court.

Mayor Duterte is the new product promising “paradise” just like what drug addicts long for (where there is still aplenty in Davao if one is to believe Sec. Mar Roxas). His unpredictability, diametrically different features of usual candidates for president, his “take me for what I am” interpreted as both a sign of confidence and leadership and his unorthodox approaches appeals to those who are frustrated, disappointed if not angry at the Aquino administration and those clinging at straws to survive. They are willing to risk a Duterte reign of “swift justice, off the cuff and spur of the moment decisions” for the hope of deliverance from injustice, neglect and poverty. If they had more time to think, they would pick another product. But time is too short for clear thinking and emotions will carry the day.

Their product choice will fit the voters’ needs and wants. Hopefully, they will also think of the country’s future, the nation’s progress and the public interest.

melito.jr@gmail.com