The Only Way the PBBM Administration Can Defeat the DDS Narrative: Benhur Abalos and the Challenge of Delivering Genuine Optics

*Dr. Rodolfo John Ortiz Teope, PhD, EdD, DM

Every morning, before I even finish my first cup of coffee, another political battle has already begun.

I open my phone, and there it is again. A political vlogger has uploaded another video criticizing the administration. Minutes later, another content creator releases a rebuttal. Before noon, the Palace Press Officer answers during a media briefing. By afternoon, social media is overflowing with reaction videos, edited clips, memes, commentaries, and counter-commentaries. By evening, television news has picked up the exchanges, and before midnight another cycle has already begun.

The next day, everything starts all over again.

Sometimes I ask myself, who is really winning this war?

Is it the administration?

Is it the vloggers?

Or are we, the Filipino people, the ones slowly losing while everyone else is busy winning arguments?

What we are witnessing today is no longer an ordinary political disagreement. It has become a full-scale war of narratives where every accomplishment is questioned, every criticism is answered, and every explanation is met with another accusation. In this environment, perception often travels faster than reality.

But here is where I believe the administration must rethink its strategy.

The PBBM administration will never permanently defeat the DDS narrative simply by producing another narrative.

Every statement from Malacañang will always have another counterstatement. Every press conference will have another reaction video. Every explanation will invite another accusation. If government measures success by how well it answers critics, it enters a battle with no finish line.

Narratives reproduce themselves.

The more they are answered, the more they multiply.

That is why I believe the greatest battlefield is no longer Facebook, YouTube, TikTok, or television.

The greatest battlefield is now the everyday experience of the Filipino people.

This is what I call Genuine Optics.

Not optics manufactured by cameras.

Not optics produced by communication teams.

Not optics measured by viral videos.

But optics born from authentic governance.

Because no political communication is more powerful than personal experience.

When a mother brings her child to a government hospital and receives quality medical care, that is genuine optics.

When a father spends less time trapped in traffic and more time with his family, that is genuine optics.

When a farmer receives assistance on time, that is genuine optics.

When a fisherman feels that his livelihood is genuinely protected, that is genuine optics.

No political vlogger can erase those experiences.

No press briefing needs to explain them.

The people themselves become the evidence.

Communication may influence public opinion.

Experience creates public trust.

And trust is always stronger than propaganda.

This, I believe, is where the appointment of Cabinet Secretary Benhur Abalos becomes significant.

If there is one criticism repeatedly directed at the present administration, it is that many government accomplishments are not consistently felt by ordinary Filipinos. Whether that perception is entirely fair is almost beside the point. In politics, perception matters—but perception ultimately changes only when reality changes.

The Cabinet Secretariat occupies a unique position within government. Its role is not merely to coordinate meetings or monitor agency reports. Its greater mission is to help ensure that government programs move from policy papers to public service, from Cabinet discussions to barangays, and from presidential directives to the daily lives of Filipino families.

If the administration seeks stronger optics, the answer is not better messaging.

It is better governance.

The answer is a government whose services are felt before they are announced.

Kapag ligtas nang maglakad ang isang estudyante o isang empleyado kahit dis-oras ng gabi dahil bumaba ang kriminalidad, hindi na kailangang sabihin ng gobyerno na bumuti ang peace and order.

Kapag ang mga taong mapapatunayang responsable sa malalaking anomalya ay tunay na napapanagot sa ilalim ng due process, hindi na kailangang paulit-ulit na ipaliwanag na seryoso ang laban kontra korapsyon.

Kapag ang mga opisyal na mapapatunayang lumabag sa batas ay pinananagot anuman ang kanilang posisyon, nagsisimulang maniwala ang taumbayan na walang sinasanto ang batas.

Kapag tuluyan nang nawawala ang mga iligal na aktibidad na matagal nang ikinababahala ng publiko at mas nararamdaman ng mga komunidad ang kanilang seguridad, hindi na kailangang gumawa ng napakaraming publicity campaign upang patunayang may nangyayaring pagbabago.

Kapag unti-unti nang nawawala ang mga nagtutulak ng ilegal na droga at ang mga taong nalululong dito sa ating mga komunidad, hindi dahil sa takot sa extrajudicial killings o sa anumang pamamaraang labag sa batas, kundi dahil nauunawaan na nila ang mapanirang epekto ng ilegal na droga sa kanilang buhay at sa kinabukasan ng kanilang pamilya; kapag ang mga paaralan ay nagiging sentro ng drug prevention education, ang mga barangay ay nagiging katuwang sa rehabilitasyon, ang mga law enforcement agencies ay nagiging mas mahusay sa intelligence-driven at rights-based enforcement, at ang mga dating nalulong ay nagkakaroon ng panibagong pagkakataon sa pamamagitan ng edukasyon, kabuhayan, at muling pagbabalik sa lipunan sa ilalim ng mga programang tulad ng Program ADORE (Anti-Illegal Drug Operation thru Reinforcement and Education), hindi na kailangang ipaliwanag pa ng pamahalaan na nagtatagumpay ang kampanya laban sa ilegal na droga. Ang mismong mga komunidad ang magiging saksi na ang pagbabago ay bunga ng batas, edukasyon, rehabilitasyon, at malasakit.

Kapag mas malinaw sa taumbayan ang direksiyon ng Pilipinas sa usapin ng West Philippine Sea, hindi lamang sa pamamagitan ng matitinding pahayag kundi sa pamamagitan ng tuloy-tuloy at kapani-paniwalang mga hakbang, mas tumitibay ang tiwala ng publiko.

Kapag bumilis ang serbisyo sa mga tanggapan ng pamahalaan, naging mas episyente ang mga ospital, naging mas maayos ang pampublikong edukasyon, at gumaan ang buhay ng ordinaryong Pilipino, kusa ring humihina ang mga naratibong nagsasabing walang nangyayaring pagbabago.

Because reality becomes louder than rhetoric.

Governments do not earn legitimacy because they are good at defending themselves.

They earn legitimacy because citizens voluntarily defend them through their own experiences.

Imagine a jeepney driver telling his passengers that traffic management has improved.

Imagine a market vendor telling another vendor that government services have become easier.

Imagine a teacher telling parents that classrooms are finally adequate.

Imagine a senior citizen saying that medicines are available when needed.

Those conversations carry more weight than a thousand press releases.

Those ordinary conversations become extraordinary political capital.

The greatest Palace Press Officer, no matter how gifted, cannot outtalk millions of political vloggers forever.

But millions of satisfied Filipinos can.

Not because they were instructed to speak.

Not because they were paid.

But because they have experienced something worth talking about.

Perhaps this is the defining challenge now before Cabinet Secretary Benhur Abalos.

Not merely to improve coordination inside the Cabinet.

But to help ensure that governance itself becomes the administration’s most credible message.

Because the battle for public trust is never permanently won inside a press briefing.

It is won inside hospitals.

Inside classrooms.

Inside police stations.

Inside government offices.

Inside courtrooms.

Inside farms.

Inside fishing communities.

Inside factories.

Inside every Filipino home.

In the end, the PBBM administration does not need to defeat every political vlogger.

It does not need to answer every accusation.

It does not need to win every online debate.

Its greatest challenge is far simpler—and far more difficult.

To govern so well that the Filipino people themselves become its most credible witnesses.

Because the most powerful press release is never issued from Malacañang.

It is quietly spoken around the family dining table when a father looks at his children and says,

“Anak… mas maayos na ang buhay natin ngayon kaysa dati.”

And when that day comes, the war of narratives will no longer be decided by those who speak the loudest.

It will be decided by those who have truly experienced the change.

That, perhaps, is the real mission before Cabinet Secretary Benhur Abalos.

Not simply to improve the government’s optics.

But to help build a government whose performance creates its own optics—one Filipino, one family, one community at a time.

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*About the author:

Dr. Rodolfo “John” Ortiz Teope is a distinguished Filipino academic, public intellectual, and advocate for civic education and public safety, whose work spans local academies and international security circles. With a career rooted in teaching, research, policy, and public engagement, he bridges theory and practice by making meaningful contributions to academic discourse, civic education, and public policy. Dr. Teope is widely respected for his critical scholarship in education, management, economics, doctrine development, and public safety; his grassroots involvement in government and non-government organizations; his influential media presence promoting democratic values and civic consciousness; and his ethical leadership grounded in Filipino nationalism and public service. As a true public intellectual, he exemplifies how research, advocacy, governance, and education can work together in pursuit of the nation’s moral and civic mission.

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Lies, Trolls, and Truth on Trial: The Civil War on Information in the Philippines

*Dr. Rodolfo John Ortiz Teope

I still remember when the internet first arrived in the Philippines—when it felt like a portal to learning, global connection, and democratized conversation. On March 29, 1994, our country was officially connected to the global internet, thanks to the efforts of the Department of Science and Technology (DOST), the Philippine Network Foundation (PHNet), and a collaboration with the University of San Carlos and ComNet (DOST-ICTO, 2014). We were the first Southeast Asian nation to establish a direct link to the global internet, and back then, it was a source of hope.

Fast forward to today, and it feels as though we are living in a very different digital reality—one where the internet has become a battleground for truth. We are not at war in the conventional sense, but make no mistake: we are caught in a silent, invisible war—a war of information. And the battleground? Our screens, our timelines, and the very platforms that once helped us find family, friends, and facts.

This war is not merely about differing political opinions. It is a struggle for control—over memory, over narratives, and ultimately, over the future of our nation. It pits the Presidential Communications Office (PCO) of the Marcos Jr. administration against Diehard Duterte Supporters (DDS)—a former ally faction that has now evolved into a powerful and vocal opposition force online. As these two camps clash, ordinary Filipinos find themselves dazed and disoriented in a digital storm of fake news, toxic polarization, political trolling, and systematic disinformation.

A Family Feud with National Consequences

The division between the PCO and the DDS wasn’t always this stark. In fact, many DDS influencers—vloggers, online personalities, and political strategists—once played key roles in Rodrigo Duterte’s rise to power. These were the very same people who flooded the digital space with “change is coming” slogans and pro-Duterte content during the 2016 elections. Today, many of them have shifted into adversarial roles, accusing the PCO of rewriting or whitewashing Duterte’s legacy.

It is akin to watching a family feud play out on a national stage, but with dangerous implications. This internal battle of influence now dominates digital media, especially on Facebook, TikTok, and YouTube. The consequence? A misinformed public, deeply polarized communities, and a democracy that is being steadily hollowed out.

The Rise of Disinformation—And Why We Fell for It

Disinformation is not a new phenomenon, but today’s version is vastly more sophisticated. Gone are the days when fake news was easy to spot—today, lies come dressed in the clothing of legitimacy. They mimic real news articles, quote out-of-context statistics, and are shared by people who look like your neighbor or friend.

Disinformation is also deeply emotional. It’s designed to provoke outrage, fear, or pride. This is why many of us have unknowingly forwarded or shared false content—a meme, a screenshot, a video clip. It taps into our emotions before we get the chance to think critically.

According to a 2022 Social Weather Stations (SWS) report, 78% of Filipinos regularly encounter fake news, primarily through social media (SWS, 2022). Alarmingly, many cannot distinguish between credible and fake sources. The speed of lies surpasses the speed of truth, and by the time fact-checkers correct the narrative, the falsehood has already gone viral.

 

Social Media: Mirror, Manipulator, and Battlefield

Initially hailed as tools of empowerment, social media platforms have transformed into manipulators of public thought. Their algorithms prioritize sensational, emotionally charged content—not accuracy. This leads to a digital environment where outrage gets rewarded and nuance gets buried.

In the Philippines, the dominance of Facebook and YouTube is especially pronounced. Influencers with millions of followers operate like independent media outlets, often without any editorial accountability. Misinformation flourishes when popularity trumps professionalism.

When traditional media outlets like ABS-CBN tried to push back or deliver fact-based reporting, they were labeled as biased—or worse, punished. The refusal of the Duterte administration to renew ABS-CBN’s franchise in 2020 was more than a legal matter—it was a clear political warning: challenge the narrative, and you will be silenced.

 

Trolls Are Not Just Annoying—They Are Architects of Division

Online trolls in the Philippines are not merely random frustrated users—they are organized socmed consultants of political machinery. They launch coordinated campaigns, distort narratives, and amplify propaganda. Their job is to control the narrative and suppress dissent.

This troll ecosystem plays a major role in the ongoing PCO vs. DDS conflict. For instance, vloggers like Sass Rogando Sasot and Trixie Cruz-Angeles, once staunch defenders of the administration, are now vocal critics of Marcos Jr.’s communication strategy. They challenge the PCO’s messaging while defending the Duterte legacy, often using social media to drive a wedge between their followers and other political blocs.

This creates an ecosystem where truth becomes optional, and political loyalty becomes a currency for influence and power.

 

When Truth Becomes a Casualty

The impact of this information war extends beyond cyberspace. It is reshaping how Filipinos think, engage, and vote.

First, this war has led to deep societal polarization. Political identities like “DDS,” “Kakampink,” or “Marcos Loyalist” have become tribal labels, reducing our shared Filipino identity to partisan echo chambers.

Second, it has weakened civic engagement and democratic discourse. Instead of discussing national policy or global economics, online debates focus on who embarrassed whom in a viral video. Critical thought is replaced by reactionary fandom.

Third, the credibility of public institutions has been severely compromised. People now doubt the judiciary, the Church, the press, the schools—even their own communities. In such an environment, manipulation thrives and public trust deteriorates.

Perhaps the most heartbreaking consequence is its effect on young people. Raised in a digital environment of cynicism and misinformation, many of our youth are growing up believing that truth is relative, that political influence is more important than ethical leadership, and that popularity equals credibility.

 

Disinformation is an Economic Issue Too

While disinformation is largely discussed as a political problem, it also has far-reaching economic implications.

Firstly, when foreign investors observe instability, propaganda-driven governance, and a compromised media environment, they grow hesitant. Why would they invest in a country where policy direction is influenced by social media influencers?

Secondly, many trolls and content manipulators are exploited laborers. Often from impoverished communities, they are professionals to spread lies without contracts, health benefits, or accountability. These individuals are digital cannon fodder, trapped in an exploitative gig economy.

Third, the Philippines’ global reputation is at risk. Being branded as a “fake news capital” damages our attractiveness to foreign businesses, travelers, and international partners. Even our booming BPO sector, which thrives on global trust, may be affected if clients perceive our information environment as unreliable.

Is There a Way Out?

Yes—but not without cultural transformation. Fixing this problem is not just about banning troll farms or creating new laws. It is about rethinking how we, as a nation, engage with truth.

1.    Digital and Media Literacy Education must be at the core of this transformation. Schools should not only teach how to use technology but also how to analyze, question, and verify the content that students consume.

2.    Fact-checking institutions must be strengthened, publicly funded, and legally protected. These bodies should be shielded from political interference and empowered to challenge even the most influential players.

3.    The Presidential Communications Office and other government bodies must recommit to truthful, fact-based governance communication, rather than partisan storytelling.

4.    Influencers, journalists, and content creators must be reminded of their ethical obligations. Those who reach millions of Filipinos daily have a moral responsibility to inform, not manipulate.

5.    Finally, platforms like Facebook, TikTok, and YouTube must be held accountable. They cannot continue to profit from polarization while claiming neutrality. Algorithmic responsibility and local content regulation must be enforced.

 

A Final Word: The Truth Is Still Worth Fighting For

The Philippines is a resilient nation. We’ve endured colonization, dictatorships, natural disasters, and global pandemics. But this war on information may be the most dangerous of all—because it seeks to destroy our very perception of reality.

When truth becomes negotiable, when lies go viral, and when insults silence ideas, we lose more than just arguments—we lose the foundations of our democracy.

But it is not too late.

The antidote to disinformation is not censorship but critical thinking. The defense against trolling is not retaliation but empathy and civic courage. And the weapon to reclaim our national discourse is a recommitment to truth—by citizens, educators, media professionals, and yes, public servants.

Democracy does not collapse in a day. It erodes slowly—click by click, share by share, until silence takes over. Let us not be silent. Let us not surrender. Let us speak truth, even when it is inconvenient—especially when it is inconvenient.

 

References

Bradshaw, S., & Howard, P. N. (2018). Challenging truth and trust: A global inventory of organized social media manipulation. Oxford Internet Institute. https://demtech.oii.ox.ac.uk/

Bradshaw, S., & Howard, P. N. (2019). The global disinformation order: 2019 global inventory of organized social media manipulation. Oxford Internet Institute.

DOST-ICTO. (2014). Philippine Internet milestones. Department of Science and Technology – Information and Communications Technology Office.

Ong, J. C., & Cabañes, J. V. A. (2019). Architects of networked disinformation: Behind the scenes of troll accounts and fake news production in the Philippines. New Media & Society, 21(2), 1–17.

Rappler. (2023). DDS vloggers versus PCO: The new online divide. https://rappler.com/newsbreak/investigative/dds-vloggers-marcos-admin-2023/

Social Weather Stations. (2022). Public perceptions on disinformation and fake news. https://www.sws.org.ph

We Are Social & Hootsuite. (2023). Digital 2023: The Philippines. https://datareportal.com/reports/digital-2023-philippines

World Bank. (2023). Philippines Economic Update: Investing in the Future. https://www.worldbank.org/en/country/philippines/publication/philippines-economic-update

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*About the author:
Dr. Rodolfo “John” Ortiz Teope is a distinguished Filipino academic, public intellectual, and advocate for civic education and public safety, whose work spans local academies and international security circles. With a career rooted in teaching, research, policy, and public engagement, he bridges theory and practice by making meaningful contributions to academic discourse, civic education, and public policy. Dr. Teope is widely respected for his critical scholarship in education, management, economics, doctrine development, and public safety; his grassroots involvement in government and non-government organizations; his influential media presence promoting democratic values and civic consciousness; and his ethical leadership grounded in Filipino nationalism and public service. As a true public intellectual, he exemplifies how research, advocacy, governance, and education can work together in pursuit of the nation’s moral and civic mission