The cult of personality and pseudo-prosperity

Beyond the central issue of accusations of child abuse, I’m certain some sociologists and other social scientists are also itching to peer into the case and contribute to the academic discussion on this peculiar phenomenon: Willie’s cultish clout on his followers. I call it peculiar because most cults of personality are attributable to dictatorships who wield absolute control over mass media entities in their respective totalitarian states (although there are also a few who thrive in a democratic landscape, such is the Aquino cult of personality, or other media superstars like Oprah who can claim popculture dominance). Surely Willie is no fascist ruler, but his apparent formulaic sway over a considerable segment among the ‘proletariats’ makes him seem like he is.

And the employ of the formula (of most cults of personality) is obvious. Willie doesn’t own TV5 but he acts like he does; as if the estimable Manny Pangilinan or MVP has no control whatsoever on his network (supposedly one with so much promise). He chastises the state’s DSWD like he does a better job; as if his thousand-peso dole outs offer more than a temporary respite from all the ails of debilitating poverty. It appears, too, that he has an army, minions—placed strategically in print, broadcast, and online media spheres—who attack, threaten, and harass all those who criticize him, much like any tyrant in the mold of Hitler, Stalin, or the more current, Ghaddafi, has in place.

Even I have come under fire from his rabid supporters after posting my two cents on both Facebook and Twitter. The Facebook threats were from people (via private message) who are not even on my network. One wonders therefore how well-organized they are that they’ve monitored even me for my comments. As of writing, conspiracy theories still abound in my usually hyperactive imagination.

A key stratagem in the success of dictatorships and oppressive regimes is keeping people poor, in making sure that they continue to believe that their lives and very survival are hinged on the powers that be. When a people’s dependence is so well entrenched, it’s hard for them to imagine life without their ruler-heroes. Isn’t that so Willie? In fact, it’s really how most shows of Willing Willie’s genre lure loyal viewerships.

 What’s unfortunate is that this promise of pseudo prosperity doesn’t really do anything meaningful or sustainable for the poor. In fact, it contributes only to the perpetuation of poverty into the vicious cycle it already is. Easy money, easy go. This kind of mindset doesn’t help improve their lot, it’s the kind of ‘help’ that traps more than it liberates. Also, people should start seeing that genuine help seeks to empower, not embarrass to entertain.

What Willie is facing now is much like the radical wave of revolutions that have swept across the Arab world—upheavals powered by the convictions of the enlightened and educated and fueled by the connectivity of this Facebook generation. And like the beleaguered leader of many an Arab state, he uses his media, his show, as a platform to call his supporters to arms, to launch a counter-offensive on those who challenge his ‘leadership,’ and mount a counter-revolution to ascertain that he has the last say.

What terrifies me is that this war is being fought on many levels. The subliminal subterfuge can further hurt and traumatize our already wounded nation. Imagine a Christy Fermin declaring nonchalantly on her show: “Karangalan ng isang babaeng mabastos ni Willie!” What will a statement like this do for the cause of women? (Calling Gabriela and other womens’ groups!). What will happen to the values of dignity and decency? We can only pray that people like Manny Pangilinan can do something to put an end to this madness before more damage is done.

For the time being, I’ll leave you with a character from our childhood to ponder on: The Pied Piper of Hamelin. It could be that much like the lure of pseudo-prosperity from the host who, coincidentally, loves to blow his own horn, the tune of the Pied Piper’s pipe, hypnotic, entrancing, leads the unwitting to flights of fancy, where they stay—in a dream state—till they plunge off to their untimely demise.

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Tonight on The Bottomline with Boy Abunda: Blind singer and healer Fatima Soriano moves and inspires on the show’s Lenten special. Born blind and with kidney failure (for the first ten months of her life, she had dialysis 5 times everyday), she stirs us with her positive attitude and unwavering faith in God and the Blessed Virgin, making us contemplate on our own lives and why we should all be more thankful for all that we have, trials and triumphs alike.

 Watch it after Banana Split on ABS-CBN. Encore telecast on the ABS-CBN News Channel (ANC), Sunday, 1:00 pm.

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