Philippine president Ferdinand “Bongbong” Marcos Jr has developed a symbiotic relationship with social media vloggers who are capitalising on the returns of pro-Marcos content, says this academic.
won is considered the country’s “first social media election”. Duterte was supported by unpaid and ordinary vloggers , in contrast to his predecessor Benigno Aquino III’s celebrity-studded, TV commercial-based campaign of 2010.
The traction gained from likes, shares, and comments of the contents posted in Marcos Jr’s Facebook page and YouTube channel were crucial to his presidential campaign. Since taking office, the media-averse Marcos - who has labelled traditional media outfits as being biased against his family - has developed a symbiotic relationship with amateur social media vloggers, and some professionals in the trade who are capitalising on the lucrative returns of pro-Marcos contents.
More novel, however, is the “celebrification” of the Marcoses on social media. Vlogs continuously feed to the public the family’s personal stories, daily lives and “unfiltered” personalities - an approach that is not disinformation per se, and therefore evades fact-checking initiatives. Marcos Jr won the election with more than 31 million votes. Months after the most divisive elections to date, trending initiatives on social media continued to reflect the polarisation that was present during the campaign, as seen in the calls to boycott brands and personalities associated with the Marcoses.
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