NOYNOY AQUINOMinus the Hype

BACKGROUNDHISTORY

A SOCIAL CONTRACT WITH THE FLIPINO PEOPLE

The platform of Senator Benigno “Noynoy” S. Aquino III

Transformational Leadership

the nation’s first and most determined fighter of corruption

a government that prioritizes jobs that empower the people to rise above poverty

 making education the central strategy for investing in our people

recognizing the advancement and protection of public health, which includes responsible parenthood

a truly impartial system of institutions that deliver equal justice to rich or poor.

Economy

recognizing farms and rural enterprises as vital to achieving food security and more equitable economic growth

well-considered programs that build capacity and create opportunity among the poor and the marginalized 

creates conditions conducive to the growth and competitiveness of private businesses

creates jobs at home, so that working abroad will be a choice rather than a necessity

Government Service

discerning selection based on integrity, competence and performance

professional, motivated and energized bureaucracies with adequate means to perform their public service missions.

Gender Equality

promotion of equal gender opportunity in all spheres of public policies and programs.

Peace and Order

Mindanao policy that seeks a broadly-supported just peace and will redress decades of neglect of the Moro and other peoples of Mindanao.

Environment

encourage sustainable use of resources to benefit the present and future generations.

planning alternative, inclusive urban developments where people of varying income levels are integrated in productive, healthy and safe communities

This platform is a commitment to change that Filipinos can

depend on.  With trust in their leaders, everyone can work and build a greater future together.

*To view Senator Aquino’s full platform, go to: http://www.noynoy.ph/.

A PSYCHOLOGICAL PERSPECTIVE

Noynoy Aquino’s Campaign and Persuasion

Persuasion

The process by which a message induces change in beliefs, attitudes, and/or behaviors

Perfect example: campaigning for

presidential elections

Central Route of Persuasion

people focus on the ARGUMENTS and respond with favorable thoughts

makes people THINK about the issue uses STRONG ARGUMENTS more likely to lead to attitudes and

behavior changes that “stick”

Peripheral Route of Persuasion

people are influenced by INCIDENTAL CUES (ex. Speaker’s physical attractiveness, popularity, emotions)

focus on cues that trigger acceptance WITHOUT MUCH THINKING

may lead merely to superficial and temporary attitude change

CAMPAIGN MATERIALS

PINOY NOYNOY TV COMMERCIAL

SIYA NA NGA

ELEMENTS OF

PERSUASION

The Communicator

credibility, believability▪ perceived trustworthiness

= look straight in the eye= if audience believes that communicator is NOT trying to persuade them= argue against self-interest

▪ Perceived expertise = knowledgeable

= speaks confidently= dresses the part

The Communicator

• Attractiveness and liking

• Physical appeal

• Similarity

The Message Content

• REASON vs. EMOTION(depends on the audience)

• More persuasive through association with GOOD FEELINGS

(link to message, make more impulsive decisions)

Channel of Communication

repetition▪ lingering familiarity▪ increases the ease with which it comes

to mind better if difficult messages are

WRITTEN better if easy messages are

VIDEOTAPED PERSONAL influence over MEDIA

influence

The Audience

• uninvolved audiences use PERIPHERAL CUES

• peripheral cues used less by those with a high need for cognition

• to stimulate thinking (CENTRAL ROUTE):

• ask rhetorical questions• multiple speakers• make people feel responsible for evaluating

or passing along the message

SOCIALPSYCHOLOGY

Social Psychology

The study of how people think about, influence, and relate to one another.

Social influences shape our behavior Social behavior is biologically rooted

Mar Roxas Steps Down

• Conformity- change in behavior or belief as the result of real or imagined group pressure.

Noynoy’s Entry

Normative Influence- conformity based on a person’s desire to fullfil others’ expectations, often to gain acceptance.

Noynoy’s Campaign

Social Comparison- Evaluating one’s opinions and abilities by comparing oneself with others

Why Noynoy is on Top as the Next Leader

Transformational Leadership-leadership that, enabled by a leader’s vision and inspiration, exerts significant influence

?ABnoy

...

HACIENDA LUISITA CASE

Noynoy faces critics

Facts

6,435 hectare sugar plantation estate in Tarlac Originally part of the landholdings of the

Compañia General de Tabacos de Filipinas, or Tabacalera

Now owned by Hacienda Luisita Inc. since 1958 (70%) Cojuangco Family = Cory and her brothers and

sisters Noynoy owns 1/32 stocks

Issues

1. Land Distribution to Farmers

▪ GSIS Resolution No. 1085 and Central Bank Monetary Board Resolution No. 1240 from 1957

1967 came and went with no land distribution taking place

Issues

1980: The Marcos government filed a case was filed on May 7 against the Cojuangco company TADECO for the surrender of Hacienda Luisita to the Ministry of Agrarian Reform, so land could be distributed to the farmers at cost, in accordance with the terms of the government loans given in 1957-1958 to the late Jose Cojuangco, Sr., who died in 1976. (Republic of the Philippines vs. TADECO, Civil Case No. 131654, Manila Regional Trial Court, Branch XLIII) 

Issues

1987: Mendiola Massacre At least a

dozen protesters were killed in the violent dispersal

More were seriously injured. 

Issues

2. Stock Distribution to Farmers▪ 1988: nearly 5,000 to 6,000

hectares of the estate was placed under Stock Distribution Option (SDO)

▪ allowed landowners to give farmers shares of stock in a corporation instead of land

By 2005, the Dept of Agrarian Reform cancelled SDO

Issues

3. Justice for victims of Hacienda Luisita Massacre

16 November 2004 14 dead (2 of which were children) and

121 injured, 32 from gunshot wounds, 11 were children or in their teens, and four were over sixty years old.

A year after, no one is charged still

Held

[insert court’s decision here]

Or

[insert Noynoy’s formal statement here]

Noynoy’s Answer

“Sa aking palagay, dapat siguro umalis na ang pamilya ko doon. Hangga’t nakikihalo kami diyan,

lalagyan at lalagyan lang ng pulitika.”

(In my opinion, perhaps our family should get out of Hacienda Luisita. For as long as we are involved there, they will always put political color on the

issue)

Corporation Code

Title IIISection 23

Unless otherwise provided in this Code, the corporate powers of all corporations formed under this Code shall be exercised, all business conducted and all property

of such corporations controlled and held by the board of directors or trustees to be elected from among the holders of stocks, or where there is no stock, from among the members of the corporation, who shall hold office for one (1) year until their successors are elected and qualified.

TWO SIDES OF THE STORY

Let’s look at them both!

Title

Benigno Simeon Cojuango-Aquino III

Liberal Party Standard BearerSenator (2007- present)

___________________________ Retreat Cost Battle Cry Mortal Enemy

LABAN!

∆ Strength: Clean record ∆ Weakness: Mama’s boy

HELPFUL HARMFUL

INTERNAL

An “aura of goodness”

Undeniably clean record

Inherited dynasty

Dependency on parents’ legacy

to fuel support

EXTERNAL Possible actor of change-

that “Obama” factor

• To shed the veil of Abnoy

• Put naysayers down

To be swallowed up by his

party-mates

Danger of hype over Cory’s

death dying down

S W

O T

HELPFUL HARMFUL

INTERNAL

Really passionate about corruption

God-fearing man

Has the popular vote (so far)

because of endorsers & general

hype

Lacks experience

Simply the right guy at the right

time

EXTERNAL

Step out of his own shell

Possibly an uncorrupt (or at

least less so) 15th President?

Show what he’s capable of

People desperate for another

Ninoy, good chance of falling short

No track record

S W

O T

Conclusion

Link: Cory Aquino as National Hero Historian AmbethOcampo: only

naysayer “Wait 10, 15 years until the hype

dies down. We need time to be able to form a right perspective. If people still remember Cory, then go, but chances are people will forget.”

Thing is, we don’t have 15 years May 10, 2010