Image and organization in senatorial campaign politics

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Arts in Development Policy


College of Liberal Arts


Political Science

Thesis Adviser

Francisco A. Magno

Defense Panel Chair

Rizal Buendia

Defense Panel Member

Eric Vincent C. Batalla
Victor Andres C. Manhit


This paper focuses on Philippine senatorial elections. It studies the key roles of image and organization in waging a successful senatorial campaign. This study is about the campaign activities undertaken to ensure the victories of a senatorial candidate in both the 1995 and 2001 elections. Specifically, it looks into the problem of how senatorial campaigns were conducted to achieve victories in both said elections. The study presents as a case study, the campaign strategy of Gregorio B. Honasan in the 1995 and 2001 senatorial elections. This study identifies image and organization as key components in campaign politics. The appropriate application of sound political management to these campaign functions will attain the ultimate campaign objective-electoral victory. Since the restoration of democrative institutions in the post-Marcos era there has been a concerted effort to reduce the influence of the 3 G's-guns, goons and gold - in the conduct of elections in the Philippines. This paper further suggests that image and organization are legitimate alternatives to the 3 G's in winning campaign politics. Sound political management is perceived to be necessary in attaining such goal. If political operatives will enhance a candidate's image and organizational functions, electoral victory is insured. If campaign teams implement exceptional and cost-effective strategies through the twin system, the candidate is assured of victory.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

172 leaves ; 28 cm.


Electioneering; Politics; Practical; Elections

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