NAAWAN, Misamis Oriental (MindaNews/ 08 August) – Many are asking: will Uson be booted out from her government post because of the lewd federalism video controversy attributed to her creative juice?
Amorous Tatay Digong is so enamored with Mocha because she is one of the rare mammals who can read his mind. In other word, they are in the same operating frequency. Both think and act Machiavellian. They do not care about the negative reactions to what they say and do as long as they get what they want. DU30 became so popular and landed as tenant of the palace along murky and stinking Pasig precisely by making unprecedented controversies, cursing the pope, claiming he had killed and will still kill, regretting about not being in the queue over the ganged-rape Aussie missionary, offering the improvable but titillating promise, which captured millions voters, to end the drug menace, corruption and criminality in 6 months’ time, and now has remained popular and continued to have a tight grip of power by creating enemies with church authorities and calling God stupid.
And Uson, meanwhile was trolling, diverting or fogging issues, maligning everyone perceived against her patron and has become so successful and popular and for that was made the queen of the social media of the Presidential Communications Operations Office of the Palace.
So how could the President kick out such a wonderful asset? Forget the upset party-mates in Congress. Blabber as they may they will still remain nearby to lick his butt; they had nowhere to go.
Anyway, minus the ethical and morality issue, from communications campaign standpoint, Mocha was right. One of the objectives of the operational campaign on federalism was to create or raise awareness on the subject. The video has achieved that, and, in her words, “it is now the task of the experts to provide the substance.”
Theoretically, the target of a communication campaign passes through the process or stages of awareness, interest, knowledge, decision-making, and action. The boundaries are of course imaginary but for the purpose of planning, they are presumed to exist to determine the strategies in maximizing the end results. Each stage requires different message types and media of communication.
In awareness, the communicator works to make his product familiar and recognizable by the target audience. Naturally, the message is one that can attract and immediately capture the attention of the audience and the media to use are those that can reach the widest target. In the past, the radio dominated, still does apparently, in awareness campaign because radio receiving sets are available even in the remotest of barangays. And catchy 30-seconder radio jingles are easy and cheap to produce. Remember the jingle” sa ikakaunlad ng bayan disiplina ang kailangan” to sell and embed in the consciousness of the people the Marcos Martial Law?
Mocha is not in the mass media. She has a different platform and is concerned and focused on her accordingly 5 million or so followers in the social media. She did what she had to do and succeeded: her lewd video became viral in just a few minutes from posting. Federalism is now made familiar to everyone , not just in her turf but outside. There was, in fact, an overflow that reached unnecessarily even to the territorial Senate, creating a ruckus that further enhances far and wide the awareness drive on the subject. What is now needed is for the intended population to really know and understand federalism, sustain their interest, and eventually internalize and accept it. This may require new platforms, more cerebral workers, and different strategies and messages.
Will the experts succeed in selling finally federalism to the Filipino people at the same level with Mocha’s success in raising awareness about it?
Whatever, PCOO Asec. Mocha Uson has already done her part. She may now have her vacation, basking in glory on her accomplishment.
(MindaViews is the opinion section of MindaNews. William R. Adan, Ph.D., is retired professor and former chancellor of Mindanao State University at Naawan, Misamis Oriental, Philippines.)