ENQUIRY
DEMAREE J.B. RAVAL
Primer for pols (1)
Monday, 09 28, 2009
DEMAREE J.B. RAVAL
Primer for pols (1)
Monday, 09 28, 2009
I am somewhere in the mountains of Central Asia, feeling cold to the bone from the icy winds, while attending to an assignment with the UN that occasionally takes me out of the Philippines. As I write this, I am also experiencing an unusual surge of homesickness. I miss my pinakbet, my family and my granddaughter.
And I miss the antics and gimmicks of the politicians as they jockey into position in preparation for the 2010 elections. In the past, I had been a witness to this periodic national pastime, and had seen how candidates have filled the air with speeches and, vice versa, their speeches with airs. And it has never failed to amaze me that a considerable number of candidates have been elected because they have managed to fool the people most of the time by their speeches and public declarations. I will probably regret having written this column, but this is a primer of sorts for candidates who want to fool the people this time around, and in a perverse way, a warning to them that they cannot fool the people all of the time.
So, dear candidate, here goes:
1.) Assert yourself. You don’t even have to be aggressive in order to be assertive. All you have to do is make a low-key but exuberant or frisky statement and present it as a fact. Don’t worry if your statement is by all standards not necessarily true. Just bear in mind that your assertion does not need any explanation or supporting logical or empirical back-up. All you need is to imply that what you are spouting is God’s own solemn truth and nothing but. Be like that assistant secretary who asserted that the impending victory in the 2010 polls of the administration candidates is a given, a reality, an established fact. The target of this tactic is expected to agree to this claim without taking the bother of searching for additional information or underlying reasons to support the claim. When you make an assertion, however, be prepared for the ugly public reaction of being labeled as a purveyor of lies and falsehoods.
2.) "Get on our wagon." Appeal to the voter to follow a trend, to join in because a great many others are doing so as well. From cigarettes to fashion to politics, bandwagon propaganda has been effectively employed by deft practitioners of spin, as it tends to convince the subject that one side is the winning — or the better — side, because more people have joined it. In the case of election campaigns, the poor are duped into believing that since so many people have joined the bandwagon, victory is predestined and defeat is out of the question. Since the average person doesn’t want to be associated with a loser, he is compelled to join in. A newspaper (not The Daily Tribune) may have unwittingly or unwittingly created a bandwagon effect among the voters when it bannered that more solons (do politicians really deserve this noble appellation?) have joined the Noynoy-Mar camp. Never mind that these politicians might be actually rats deserting a sinking ship and do not wish to be sucked into the ensuing political maelstrom — what the rest of your targets out there are seeing is the spectacle of a seemingly discerning and righteous group of people who have weighed the pros and cons and have made the right decision. So why shouldn’t one not join them?
3.) Stack the cards in your favor. Present information that is positive to an idea or an accomplishment — and then omit information contrary to it. (Another term for this tactic is selective omission.) This tactic, indelicately called as mindf*ck by some practitioners, is extremely effective in convincing the public. For example, announce that a road project that you have successfully pushed through has greatly benefited the thousands of citizens whose homes and business establishments lie along the route, but forget to mention the millions of pesos you stand to gain because the development of that road project would benefit subsidiaries and friends that you control. Although the bulk of information that you divulge through this approach is true, make sure that it omits important information, especially when it is damaging to you. Tell them, for instance, that you have judiciously filed your statement of assets, liabilities and networth (SALN), but omit that item about the luxury apartment in California, USA, and anyway that one is the property of your rich wife. Just be sure you don’t have enemies out there who could blow you out of the water — or road, as the case may be — by exposing the whole unexpurgated truth.
4.) Hide behind glittering generalities. Make words such as democracy, honor, delicadeza, freedom and love of country parts of your active vocabulary. These are words pregnant with clear and definite denotations for everyone. In addition, these terms are linked to time-honored and highly valued concepts ingrained in the Filipino heart and mind since grade school. Use these words, therefore, as often as you could and wherever you could. You will be surprised that a great majority of the people will approve of you even without thinking, simply because of the highly charged concept that these terms evoke. For example, 37 years ago the Filipino nation was told that martial law had to be imposed "to preserve democracy," and the majority of the nation (more or less) agreed. The abstract idea of democracy had such a positive connotation because it was linked to a concept that Filipinos value, as opposed to the dark and frightening threat posed by leftists such as Jose Maria Sison and Company, and some politicians who had to be jailed for their views that undermined the social order.
(More next Sunday. Send your comments to djraval2001@yahoo.com)
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