ven when throwing loaded dice, so long as all players are fairly aware that the dice are loaded, and every player rolls the same dice, whoever comes out the winner technically won fair and square. It’s called “handicapping” and the rule is you have to object to any improper or lopsided handicap before the game. If your objection is overruled, you walk out. You must refuse to play a game where you’re absolutely sure the game is rigged. If you throw your fate to the odds, you’ll be hard-pressed to protest later.
This is not a perfect analogy but it helps explain why Leni’s hands are straitjacketed against lodging an election protest.
This is a hard pill to swallow, but the fact is the vote counting software in the May 9 election remains a big question mark.
However, the opposition ACCEPTED the premise that there was nothing wrong with the software. They did not insist on publishing the program’s source code. They cannot investigate that NOW because “equity aids the vigilant.” He who sleeps on his rights forfeits them. Maybe that’s why Leni wouldn’t even bother to raise any formal protest—not if the contention is that the vote counting machines are rigged. That ship has sailed a long time ago, she knows.
It is anecdotal that the Marcoses engaged the advocacy consultancy services of Cambridge Analytica. So what if they did? It’s malicious but it's not against the law.
Lots of people hire psychoanalysts to help them railroad the behavior of a target audience. US grocers seek help from behavioral scientists to design the best layout for their grocery stores. Display the cigarettes and condoms right by the checkout counter—you now, where you will most likely be standing around with company, with very little allowance in decision-making time, so you grab the “forbidden fruit” items and dump them into your cart while pretending to look around elsewhere. Impulse buying is selling without resistance. What’s more, consumers will never buy a single condom—they’ll buy a whole box, maybe even several just to be able to seem to say, “they’re not for me, they’re for some OTHER people.” Watch the sales skyrocket.
Clearly, the psychologists have fine-tuned the science of making people buy the taboo and shed their inhibitions against the stigma of doing it. In 2022, you can frontally accuse someone of selling his vote without that person even getting offended! They all buy into the false advertising, they all drink the KoolAid
Election campaigns are all about product advertising—which encompasses false advertising. False advertising entails the promotion of an act upon the justification of an unfounded basis. If you manipulate the voter into a corner so that he has little or no wherewithal left to make an informed choice, it is foisting involuntary servitude and that should be against the law—and, in fact, it is if you could make a good case out of it.
Motu proprio (“on its own”) the State should be vigilant in protecting the Filipino people against manipulation. But take the sugar pill, or a flour-filled capsule sold in the open market as one “miracle product” or another, for example. They can promise to lower your risks of cancer—but, hey, if you hold your breath for one second, that’s one second when you did not have cancer. It “lowered” your risk of cancer by an exponential nanofraction of a millisecond but who can deny THAT?
Why, the health experts of the government, of course. They have tons of data and that efficacy claim is out-of-bounds with the real science of cancer treatment. So what do they do?
Simple, they just print something on the label that says, “No approved therapeutic claim.” It’s a clever way of saying “I’m not lying about the fact that I’m lying.” In the eyes of the law, candor like that makes them honest. Honesty is good faith and the law always rewards “good faith.” Just like that and they’ve got the DOH and DTI regulators scratching their heads while they rake millions selling unicorns in broad daylight.
Bongbong Marcos’ refusal to participate in debate is not indicia of incompetence. It was a stroke of Cambridge Analytica's genius. It’s a rewording of “no approved therapeutic claim” getting BBM to say, “I won’t talk about not wanting to talk about martial law.”
Everybody then said, “alright then, we will NOT make martial law the defining issue in this campaign. We’ll not talk about the dark past, we’ll talk about the rosy future.” The election was lost RIGHT THERE.
Long before there was any election manipulation, the Philippine psychometric environment has been a fertile bed for “budol” for decades. Snake oil salesmen have been hawking their wares to the Filipino masses for years—from “multi-level marketing” pyramid schemes, Ponzi scams and “double-your-money” cons galore. The government, somehow, is selectively blind to all that bilking. The result is that over the decades, the Filipino masses have been systematically dumbed down to a level of gullibility low enough you can claim an apparition of the virgin Mary occurring in your toilet and you’d still have thousands of devout flocking to your venal site. The State will not trifle with religious rights, ergo, you’ve got your snake oil sales convention.
Cambridge Analytica did not do an "Inception" job on Filipino voters--even they are not that good. All that this clever lobbying firm did was to arm an election machinery to wage false advertising, although the term they prefer to use is “family rebranding.” It wasn’t even a difficult job, to be frank. All they had to do is stoke and exploit the resentment, cynicism and tribal reflex among the lowest socioeconomic classes in Philippine society—the proverbial “CDE” demographic—that traditional politicians have been fanning for years, and you'll have Juan Tamad yearning for that golden age that never was. It did not start with Bongbong Marcos. Bongbong Marcos is a symptom, not the cause.
But it cannot be said that the opposition has been blindsided by much, either. They saw it coming or, perhaps more accurately, they could not have missed its early signs. SOMEBODY was going to get inside the voters’ heads, having seen HOW EASY it is to do so. The voters’ heads were the softest targets, totally unprotected by any precautionary safeguards of the State.
It’s perfectly fair to advocate, even to advertise. But to advocate malevolence and employ false advertising, that ought to have lit up red lights and tripped alarm bells all over the place early enough, shouldn’t it?
Strangely cruel enough, the 1987 Constitution says, “the State recognizes the vital role of communication and information in nation building” (Art. II, Sec. 24, Declaration of Principle and State Policies) and follows it up with, “the advertising industry is impressed with public interest and shall be regulated by law for the protection of consumers and the promotion of the general welfare.” (Art. XVI, Section 11, par. 2, General Provisions).
Make any untrue claim and project the claim to multitudes—that, ladies and gentlemen, IS false advertising.
The Constitution also announces that, “The State shall provide the policy environment for the full development of Filipino capability and the emergence of communication structures suitable to the needs and aspirations of the nation and the balanced flow of information into, out of, and across the country..."
I admit, when I first started lecturing on the 1987 Constitution years ago, this is one of those provisions that makes me scratch my head. Whenever students ask me, “what does it mean, sir?” I always cop out by throwing the question back to them, “what do YOU think it means?” Faculty privileges.
But now in 2022, I realize “communication structures” cannot mean cellphone towers and GPS satellites. The term must yield to the more profound signification referring to blogs, YouTube channels, Facebook, Twitter, Instagram and other data-launching platforms. The Constitution REQUIRES the State to regulate them. That’s what it means to “provide a policy environment” and it is not an optional duty but something it is mandated to do—that’s what the word “SHALL” means.
In the dying days of the campaign, Facebook deactivated over 300 accounts that violated its Community Guidelines. The conventional wisdom is that this probably benefited the Leni-Kiko team more and hit the Marcos propaganda apparatus hard. But just like in the NBA, it’s not really the last fiercely-contested points you score in the game that determines the winner, it’s the undefended points earned in the first three quarters that puts the game beyond the reach of the team trying to catch up. The battle against trolls was waged to late, when these fact-murdering hordes of digital liars have already damaged the Vice-president profoundly. They never proved anything, they just created an impression. But sometimes, impressions can be just as harmful as perfect persuasion.
The agenda not only for the next presidential elections in 2028 but for ALL FUTURE elections is clear. Before we can capture an accurate portrait of the will of the governed, we have to eliminate all vitiations against the electoral free will first.*