The real vote was cast in the comment section with a heart emoji.
Political supporters continue to flood politicians’ social media feeds with displays of loyalty and interaction. Rather than engaging with these posts as material for evaluating governance, supporters often consume them in participatory, fandom-like ways. Comment sections, in particular, have transformed into spaces of defense and affirmation for these politicians, resembling online fan communities.
This rise of fandom-like political support in the Philippines reflects the “celebrification” of governance. While image-building and personality politics have long existed, social media has intensified these dynamics. Political support today is increasingly shaped by online appeal, where these often carry more weight than governance itself.
Politicians, in turn, adapt to an influencer-like culture where visibility and appeal matter because algorithms favor engaging, entertainment-driven content. One such use is President Ferdinand “Bongbong” Marcos Jr.’s YouTube vlogs featuring family moments and leisure activities alongside his “week-in-review” updates on government affairs. Vice President Sara Duterte’s TikToks, meanwhile, have amassed millions of views by producing both policy clips and trending dances. Even Senator Risa Hontiveros participates in ‘POV’ TikTok trends, adapting to the platform’s specific style.
This environment immerses audiences in “behind-the-scenes” narratives, where support transforms into more personal access. Although some may argue that these platforms make political content more accessible and help citizen participation, this opportunity for proper political discussion is lost when the boundary between political content and formats such as vlogs and TikTok trends is improperly drawn. This instead leans toward entertainment appeal, raising questions whether this content is solely for publicity or for evoking a relatable or parasocial response.
The emotional appeal is mainly a hit. Many voters support politicians not only because of direct favors but also because they feel a sense of “closeness” to them. A study suggests that this connection is shaped both through personal interaction and constant media exposure. Social media strengthens this dynamic, as politicians regularly appear in content that fosters familiarity. While supporters may see this as a genuine connection, it can blur the line between performance and accountability, where “closeness” sometimes matters more than policy.
However, one might argue that influencer-like culture is not the main cause of fandom-like political support, since some politicians maintain loyal supporters even without influencer-style content. Grounded in the Filipino concept of kapwa, these patterns of loyalty remain intact. Influencer-like content instead strengthens existing forms of loyalty by making political figures more charming and accessible within digital spaces.
As the 2028 national and local elections approach, the challenge is not only distinguishing truth from lies, but also sincerity from performance. When perception is shaped by these appeals, authenticity becomes the first casualty. The danger in this social media politics is that closeness is mistaken for sincerity and visibility is mistaken for truth. Addressing this does not mean rejecting politicians’ use of social media altogether. Rather, it means ensuring that visibility does not replace scrutiny.
Perhaps the question for citizens is not just who feels appealing online, but why appeal matters so much in politics in the first place. This requires evaluating familiar impressions and asking what is really sustaining them in a system where loyalty is built through exposure. To encourage this kind of scrutiny, educational institutions, media organizations, and civil society groups can help voters engage with politics more critically. Thus, democracy is shaped by whether political support is guided more by personal connection or policy-based judgment.