N.B. – Two Journalism students at the University of the Philippines College of Mass Communication (UP CMC) who are writing their thesis on the role of entertainment journalism in a celebrity’s decision to enter politics requested me to be one of their key informants. Allow me to share my answers.

What is a celebrity?

A person has “celebrity status” if he or she is exposed to the media by virtues of the work or advocacy that he or she does. A celebrity normally wields power and influence due to his or her political or economic status. Media play a key role in creating and magnifying a person’s “celebrity status” as they highlight his or her work or advocacy.

How do you assess the celebrity culture in the Philippines? Why is that so?

Celebrity is measured primarily by the amount of media exposure a person gets. A person’s standing in society – attained either by familial ties or personal/professional connections – also helps in attaining celebrity status.

In the Philippines, celebrities in the entertainment industry are a dime a dozen so they all compete for the people’s attention through the various radio and television entertainment programs, advertisements and other entertainment-related activities (e.g., mall shows, concerts, provincial tours). Many of them resort to various forms of gimmickry and scandals just to hog the headlines, even if only for a few days. As the saying goes, bad publicity is still publicity as far as they (and their managers) are concerned.

What is your assessment on the media coverage and portrayal of celebrities? Why?

Media tend to frame political and entertainment celebrities as larger than life, and in the process portray the Philippine social landscape (and for that matter the entertainment industry) as personality-oriented. In politics and economics, issues and concerns tend to be analyzed in the context of personality conflicts, and not within the purview of societal structures. The same case applies to culture (in particular entertainment) as films, for example, are judged mainly on box-office success rather than their directorial merits. Commercial viability of films in this instance depends on the actors starring in the films, further reinforcing the “star system” prevalent in the Philippines.

Based on your professional background and personal experience, how does entertainment journalism contribute to the entry of celebrities into politics?

Entertainment celebrities, just like other people, could have the best intentions in mind whenever they decide to run for public office. It could be borne out of frustration with the way the government is run by traditional politicians. They see themselves as the alternative candidates who are incorruptible and service-oriented. It’s also possible that entertainment celebrities see politics as alternative careers especially in situations where they feel that their 15 minutes are up with the entry of rising stars who are younger and more attractive.
Entertainment journalists, with their personality-oriented style of coverage, tend to reinforce the entertainment celebrities’ perception that they have the capacity to win in any election due to their constant media exposure.

How does entertainment journalism affect the political motives of celebrity-politicians?

An important gauge of a celebrity’s star quality is not just the amount of exposure but also the positive exposure that he or she gets from the media. Positive exposure could be based on his or her craft as an actor or demeanor as a person. Given the personality-oriented nature of coverage, questions about a celebrity’s personal or political plans are normally asked even if the topic is totally unrelated, as in the case of promoting a new film. That entertainment journalists feed on the people’s curiosity to know more prompts celebrities to avoid saying “No comment” lest their get the people’s ire.

What benefits do celebrity-politicians get from entertainment journalism? How do they get these benefits?

Entertainment journalists are no different from public relations (PR) practitioners since they all help increase the market value of a celebrity, as well as play a major role in increasing his or her electoral stock.

One can argue that there is no clear line between entertainment journalism and PR work because the so-called journalists are actually managers or handlers of the celebrities. That would explain why the kind of writing or producing they do for the media cannot be classified as journalism in the strictest sense of the word as they defy professional and ethical standards, especially when it comes to “conflict of interest.”

As a result, entertainment celebrities who venture into politics unwittingly benefit from this kind of unfortunate set-up. Unless they have many enemies among the so-called entertainment journalists, chances are they would be supported by the entertainment media in their run for public office.

Do you think being media practitioners first really helped celebrity-politicians in winning or losing the elections?

One’s celebrity status does not guarantee winning in any election. There’s a saying in Philippine politics that a candidate could win in the counting but lose in the tallying of votes. There are many creative ways by which politicians get the much-desired seat, and they all boil down to the 3 Gs – guns, goons and gold. Media exposure helps any candidate, celebrity or not, but this clearly cannot help in other important tasks like protecting votes. It can help magnify issues like cheating but the culture of impunity among the powers-that-be proves that the greedy and corrupt can be very brazen in their actions.

What are the factors that affected the win or loss of celebrity-politicians in the elections?

Being part of a big political party could help an entertainment celebrity win in an election. But his or her political affiliation could translate to a lot of horse-trading once he or she assumes power, making it hard to implement a viable reform agenda for the benefit of the people.

What do you think are the effects of the entry of celebrities into politics to the Philippine society?

Just like other well-meaning candidates, we can only give them the benefit of the doubt once they file their candidacies and judge them only when we know their platform of government (or their lack of one). Celebrities have the right to run for public office if they are qualified to do so but they should prove that they have the brains to match their looks.

One can argue that they are driven by personal ambition, but one can also look at it in the context of the collective frustration over the kind of society the country has. As the nation continues to be plundered by those who are supposed to know governance, celebrities become alternatives as many people harp on a social fantasy that the heroic virtues of characters portrayed on the silver screen would become evident once they assume office.

It is hoped that the media help in framing societal conditions not as an issue of personalities who must be elected, but as structures that must be replaced.