Framing superiority and closeness: bridging the class gap in Philippine electoral politics

Contentious politics produces diverse leadership styles that may all be salient to a
country’s electorate. This article explores key cultural frames that allow politicians
to project both superiority and closeness to lower-class populations, hinged on
different criteria of legitimacy. In the Philippine electoral arena, the established
"patronage frame" is challenged by new political contenders who put forward the
"oppression frame" of class politics, the "good governance" frame of liberal reformers,
and the populist frame of media celebrities-turned-politicians. Given the
salience of multiple frames, ordinary people may employ seemingly contradictory
criteria of superiority and legitimacy and combine these effortlessly when they
choose whom to vote for. This article suggests a social logic of frame diversity.