Truth remains winning message in 2028 polls: media experts
By Andrea B. Ramos
Truth — not algorithms, memes, or viral trends — should remain the foundation of political campaigns heading into the 2028 elections, according to media veterans who say journalists remain the public’s last line of defense against disinformation.
Speaking at the recent Campaign Playbook Live hosted by Vantage Influence, media practitioners stressed that while social media may dominate the political landscape, the core mission of journalism remains unchanged: verify facts, provide context, and deliver the truth.
The panel discussion on media management and disciplined messaging featured The Manila Times columnist Ben Kritz, The Philippine Business and News founder Monsi Serrano, BusinessMirror journalist Malou Talosig-Bartolome, and moderator Nikki De Guzman of News5.
Kritz noted that traditional media often moves more slowly than social media because of the rigorous process of verifying information before publication. However, the rise of digital platforms has forced news organizations to adapt without sacrificing standards.
“We have to come up with something quick, but we can’t lower our standards. We still want to do the fact checking, a little bit of synthesis and wrap it up nice, but we have to do it more quickly,” he said.
He added that political sources increasingly treat journalists the same way they approach TikTok videos, Facebook Reels, and other social media content.
“That makes it really difficult because we have to tease the information out of them, I think, and find that they’re trying to manipulate what they tell us a lot more than it used to be,” he said.
For Serrano, the growing influence of algorithms only underscores the importance of journalism.
“The algorithms will always be there. We can’t change that anymore. Our role as journalists is something that algorithms and the digital noises that you’ll find there can’t do. Which is what? To verify, to fact check, to put context, and what we call the ethical verification of facts,” he said.
He warned that journalists must continue performing this role if the public is to avoid falling victim to disinformation.
“No one can say that journalists are no longer needed. We are here, basically, to put the trust of the people to what’s going on,” he added.
Talosig-Bartolome focused on how Filipinos increasingly consume news through social media, where information competes directly with entertainment content.
“The thing with traditional media, we’re casting the wider net, right? We’re casting the entire country. We want everyone to know what’s happening in the country. But social media is more on niche targeting, and that’s where we lack,” she said.
She also pointed to the growing use of memes and entertainment-driven content in political campaigns, which often attract massive engagement while sidelining substantive discussions on national issues.
Asked what advice they would give campaign teams preparing for the 2028 elections, the panelists repeatedly returned to a single theme: truth.
Serrano said authenticity matters more than polished messaging: “I can see that they don’t really care anymore about your platforms. They care about your authenticity.”
Kritz echoed the point, urging campaign teams to be candid with both the media and the public: “If you tell us the truth, but if the truth changes later, then tell us that too.”
Talosig-Bartolome said campaign messaging must address the public’s real concerns while remaining honest: “But the main point is you tell the truth and you know the consequences of being honest. Sometimes if you’re too honest, you get bashed. Or if you’re too polished, they don’t like you because you look rich. You have to know your audience, you have to know your constituents.”
As social media continues to evolve at breakneck speed, jumping from one trend to the next within days, hours, or even seconds, the mission of journalism remains constant: to seek the truth, verify the truth, and deliver the truth.
No comments: