Nothing wrong with 'premature' infomercials

I beg to disagree with the popular opinion against so called “premature” infomercials, for so long as no public money is spent. There is nothing wrong with a campaign to share information with the public on matters of national interest. That some of these infomercials will positively affect the chances of politicians aspiring for elective office does not diminish their value. That’s part of the democratic process.

There are those who criticize the Comelec for refusing to crack down on such “premature” campaigning. Comelec has taken the legal position that no crime has been committed, no law has been violated if infomercials are aired at this time, months before the deadline for filing for candidacies. Technically, the obvious candidates are not legally candidates yet.

The Comelec position may seem like a cop out but I think all those infomercials are serving the purpose of informing the public on the issues and the personalities they will have to deal with for the elections in May next year. We live in the so called information age and the only efficient way of reaching the multitudes that constitute the voting public is through a widely disseminated information campaign.

Without the infomercials, the voters will be voting blind… or worse, may not be inclined to vote at all. This early, it is important the voters get themselves excited and well versed on the issues and the personalities. It takes a while to reach every nook and cranny of our 7,000 islands. The short campaign period may probably be designed to cut campaign costs but it leaves little time for the voting public to make an informed decision on who to vote.

The shorter campaign period requires a different type of campaign strategy. Political advertising in this homestretch segment of the campaign season will focus more on gimmicky name recall slogans. At least with the current crop of infomercials, we are still able to get a glimpse of some key issues voters must consider.

Jojo Binay of Makati, for instance, is introducing the Filipino voters to the concept and benefits of a welfare state where every human need from cradle to grave is assured by the state. Jojo also sets a high bar for performance when it comes to delivery of government services to the people. And it isn’t just Jojo or some politician’s promise or pipe dream because it is already being delivered now. Indeed, Jojo’s infomercial has enabled the local mayor achieve nationwide recognition in the 90s. But he should have used his own money, not Makati’s.

Mar Roxas’ “padjak” infomercial is a bit too gimmicky for comfort but even then, it is able to point out this potential candidate’s concern for the common needs of the common man. And because this is coming from a man with an uncommon elitist background, Mar’s infomercials provide an entry point in what should evolve as Mar’s conversation with the Filipino masses. Mar’s infomercials introduce Mar and his illustrious pedigree, what he has done in his public life and what moves him now as a potential president.

It is the same thing with Manny Villar. He is introduced as the poor boy who made good. He shares his concern for OFWs, specially those who were abused in their quest for a better life. And because Villar is not exactly a household word, he needs time to establish his claim on a good sized share of the public consciousness to have a fighting chance against potential rivals who are media heavyweights.

And that’s the other point. Without this window of opportunity for these presidential hopefuls to even out the playing field with former media personalities, our country will be destined to have actors, actresses, anchormen and anchorwomen as elected political leaders. The electoral process is doomed to forever remain a popularity contest with no hope of redemption.

The biggest objection of critics is the matter of cost. It is said that premature infomercials raise the cost of winning public office, particularly the presidency. That objection may seem valid but it isn’t. The matter of cost depends on the creativity and resourcefulness of the candidate and his staff. In an age where a large segment of voters are plugged into the Internet and its many social networks, it is possible to cut down the usual cost of a campaign dependent on the use of traditional media.

One other thing why I prefer an open system of infomercials using traditional and social media has to do with the ethics of a campaign. At least with open infomercials, we know who is buying time and space and how much he or she is paying. I am more leery of the system of campaigning where media personalities in broadcast and print are prostituted by secret payolas that guarantee candidates air time that’s made to look like legitimate news or public affairs programs.

If you are, for instance, wondering why a certain candidate is over exposed in a particular radio station, you can wonder no more. You can almost assume that candidate is paying the host a secret payola for the exposure. Between that and the more open infomercials that also pay VAT and other taxes, I would go for the infomercials.

But, and let me repeat a big but… taxpayers must not pay for those infomercials like the infomercials for potential candidates Noli de Castro, Francisco Duque and Gilbert Teodoro, among others in the administration. The Pag-Ibig Fund can do an infomercial without Noli, the Health Department can talk about AH1N1 or Dengue without Dr. Duque and the DND can talk of Civil Defense without the face of Teodoro. Parang niluto naman tayo sa sariling mantika!

Let the infomercials battle it out for the minds and hearts of our people. That’s what democracy is all about today in the Information Age. And let the people talk back on Facebook, Twitter, Multiply and of course, the ballot box in May.

CARP

Here’s a reaction from reader Rene Moral on Agrarian reform.

CARP serves no other purpose than political - from Marcos to the present dispensation and perhaps, beyond. It has not alleviated poverty as its mandate dictates. Neither has it made us self-sufficient in rice or sugar. We continue to import these. It does not promote social justice because it is confiscatory.

The senators and congressmen who voted to extend CARP are merely courting the votes of the rural folks. If they were sincere in uplifting the plight of our farmers and fisherfolk, they should have used part of their pork barrel to build farm to market roads and/or similar projects that would benefit the farmers; not basketball courts and waiting sheds with their names and faces plastered on billboards.

Moreover, if CARP was a success, there would be no need for farmers to march and picket the DAR office in QC and demonstrate in Mendiola. They should be in the fields busy planting and earning a living.

 Pagmamahal

Misis: Darling, akala ko ba, mahal mo ako....

Mister: Oo nga! Handa akong mamatay alang-alang sayo.

Misis: Sus! Puro ka naman satsat, hindi mo naman ginagawa!

(it also works, better in fact, by substituting Bayang Pilipino for Missis and You-know-who for Mister).

Boo Chanco’s e-mail address is [email protected]