Part of our new series Signal from the Noise

EDITOR’S NOTE: 2025 is an election year. As our way of helping elevate political discourse and foster meaningful discussion, we’re launching a series: Reflections, opinions, and analysis on electoral communications and its related fields. We’re calling it “Signal from the Noise.”

While essays from this series adhere to our standards of fairness, thoughtfulness, and truthfulness, the views and opinions expressed by our contributors do not necessarily reflect those of JournalIXM, IXM Hakuhodo, or any of its business units or affiliates.

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“Where is the opposition?” has been one of questions I have most often been asked in the two years since the 2022 national elections. It is a question that comes with many assumptions. The foremost of which is that an “opposition” must be visible, and in turn, that visibility must be due to loud, vocal criticism of the incumbent government.

But given the experiences of the past eight years, most notably, the results of the last three national elections, is this “visibility” really what “the opposition” should be aiming for? The loose alliance of progressives, liberal democrats, good governance advocates, and the EDSA political class that has stood as the opposition since 2016, with a bare handful of exceptions, has suffered setback after setback in every national election since Noynoy Aquino’s presidency ended.

By now, it should be clear that for the opposition, crafting an effective political strategy involves more than merely loudly decrying the sins of the incumbent government; it just has not been enough. What is required is a more nuanced understanding of the Filipino populace and why a majority have chosen to vote the way they have since 2016. Central to this strategy is the development of a compelling narrative that can appeal to a broader audience, resonate with their daily experiences and aspirations, and promote principles of good governance and democracy in a more relatable manner.

A More Relatable Narrative

The cornerstone of any political strategy is a narrative that speaks to the hearts and minds of a significant portion of the electorate. This means moving beyond abstract concepts like “rule of law” or “checks and balances,” which, while important, are simply so far beyond the day-to-day concerns of most Filipinos. The thrust must be more towards telling stories that reflect the everyday lives and concerns of ordinary citizens. The appeal must not only be rational, but emotional. By anchoring our message in these familiar, tangible concerns, we can demonstrate our understanding and empathy for the struggles faced by our fellow Filipinos.

There is also room to emphasize success stories from various regions, showcasing how good governance and democratic ideals of leaders affiliated with the opposition have led to tangible improvements in people’s lives. By focusing on local heroes and grassroots movements, we can start building a narrative that is not only relatable but also inspiring. 

Prioritizing Inclusivity

A significant hurdle in the last few elections has been the perception, partly pushed on us and partly earned, of elitism and intellectual arrogance in our ranks. Claiming to be the choice of “intelligent” voters, labeling supporters of rival candidates as “stupid,” making fun of the antics of our “inferior” opponents – this has only alienated a substantial portion of the very electorate we need to be engaging with. There is an urgent need to adopt an attitude of humility and inclusiveness.

Directly engaging with communities, listening to their concerns, and showing genuine respect for diverse opinions can help bridge this gap. We should internalize the imperative of avoiding patronizing language and attitudes, and instead, focus on fostering an environment where every Filipino feels valued and heard. By demonstrating that we are not just composed of nor speaking for a supposedly “more educated” elite but for all Filipinos, we can slowly move forward towards establishing a broader base of support.

Making Core Principles Real

While promoting good governance and democratic ideals remains crucial, we must be careful to avoid a self-righteous approach. Rather than positioning ourselves as “moral arbiters” or “guardians of democracy,” we must frame these principles as practical tools for improving the quality of life for all Filipinos. Transparency, accountability, and participatory governance should be contextualized in terms of their direct benefits to the community.

The challenge lies in reframing concepts like “democracy” and “human rights” into imperatives that have immediate relevance to people’s lives. For example, highlighting how democratic practices lead to better infrastructure, safer communities, and more job opportunities can resonate more strongly than abstract discussions about Constitutionalism. Personal stories and testimonials can also be powerful, showcasing how individuals’ lives have been positively impacted by democratic policies.

By connecting these issues to everyday experiences, we can make these principles more concrete and relevant. This strategy involves not just highlighting the failures of the current administration but also offering clear, actionable plans for how we can do better.

Smarter Social Media Engagement

The past eight years have unequivocally established the primacy of social media as a tool for political engagement and narrative building. We must harness this platform not only to reach a wider audience but also to reshape the discourse around democracy and human rights.

Social media campaigns should be designed to be interactive and engaging, encouraging dialogue and involvement rather than just broadcasting messages. By creating content that is shareable and visually appealing, we can amplify our reach. Memes, infographics, short videos, and other content formats that distill complex issues into digestible pieces with emotional resonance can be particularly effective.

But this also requires investing time, energy, and effort in learning what people watch, share, and engage with online. It means taking a strategic and deliberate approach in maximizing social media to help shape a clear narrative. It means, in short, taking social media seriously, and using it smartly.

Building from the Grassroots

Effective opposition requires a broad coalition of support. This means not only uniting different political factions but also engaging with civil society, NGOs, and grassroots organizations, an area in which we historically excel at. We should, however, be clear that we are organizing for political purposes, with the aim of ultimately winning elections.

“Politics,” rightly or wrongly, is a word many of those in the opposition, particularly those in progressive movements or civil society, still feel uncomfortable with. It is associated with lack of principle, dirty tricks, corruption. Politics is, however, nothing more than the process, messy as it sometimes can be, of allocating and utilizing power in a democracy. And if we want to build a better country, we have to be better at politics. 

So yes, let us build grassroots movements that mobilize voters and drive change from the ground up. Let us encourage citizens to stand for public office, not just at the national level, but more importantly within local constituencies. By supporting and amplifying the voices of local leaders and activists, we can foster a growing sense of ownership and empowerment among more of our fellow Filipinos. This approach also helps to decentralize the movement, making it more resilient and adaptable. It also provides a fertile ground for new leaders to emerge, new leaders more grounded and more in touch with their own communities.

The past eight years have not been easy. But I am certain that there is a path forward. We simply need the openness, courage, and determination to walk it. 

Ibarra “Barry” Gutierrez III is a former member of the House of Representatives and served as Communications Director and Spokesperson of the Office of the Vice President Leni Robredo. He is currently a Senior Lecturer of the UP College of Law, where he also previously served as Director of the Institute of Human Rights from 2001-2011.

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