On Campaign Posters and Surveys: Magnifying the Lenses of Batangas Tagalog and the Essence of Belongingness

 One vote can make a difference

As the May 2022 general election approaches, candidates tap into their creative and innovative juices to establish rapport with the public and further build their credibility as probable victors. Their plans and advocacies are considered major factors for the public to determine if they are well-equipped and knowledgeable of the priorities that need to be settled in the municipalities, cities, and the country. Just like any usual campaign movements, one of the prominent ways of informing these plans to the people is through the use of campaign posters. These public signs are seen along the highways, roads, vehicles, etc. using tangible and physical signs like papers, tarpaulins, and even electronic advertisements. Social media can also be regarded as a wide-reaching medium and as a campaign strategy, given that technological advancements are of great help as well. Such posters vary from the ratio of words and images, where we can see minimal to maximal dialogues and pictures depending on what the authors want to highlight. The languages present among these materials also partake in the overall impact to fulfill the purpose of the campaign. These aspects, together with the candidates’ advocacies, are the major instruments which can pierce through the heart of the masses (Osisanwo, 2011, p. 3).

Undeniably, campaign materials are not just there to inform the public that certain candidates will run in the upcoming election, but also to engage and encourage them to vote for these candidates. They act as sources that appeal to the audience, and hopefully, to further cast their one vote knowing the contribution and difference it can possibly make.

Campaign posters everywhere… literally…

Story time…

It was a Saturday afternoon sometime in November, I was in our home in Tuy, Batangas, and it was my turn to buy groceries and run other errands there. Given that I am still afraid to commute or even wait for a couple of minutes until a public vehicle turns up, I asked my father to come with me instead, as we rode his motorcycle towards the nearest grocery store, a.k.a. Waltermart. It is located in Balayan, Batangas, the municipality next to ours, which only takes ten to fifteen minutes of driving. As we were on the road, I noticed how campaign posters pile up and squeeze themselves in lamp posts, trees, public walls, façade, and even in public and private vehicles. These “campaign posters” range from simple holiday greetings to firm indications of their candidacy in the 2022 election. Some of these posters are glued steadily on their places, but for others… well, it will only take a few whooshes of air and they will literally become FLYers. But jokes aside, I am an overthinker who immediately visualizes possible situations whenever I am observing the things around me. With the campaign posters lying on the ground and/or on the verge of flying around the free space, I asked myself, what if they land in a far-flung barrio, with little to no access to the internet, and they read what is stated on the poster? Will they understand if the languages used are in English and Filipino, or would it be much more engaging if they are written in their own dialect?

I started there. I started asking the what ifs and whatnots about the importance of language in the campaign posters, and how it can contribute as a deciding factor in casting a person’s vote. Linking these queries to my hometown, as well as the prevalent studies in public signs vis-à-vis language use (i.e. mainly the official languages), can Batangas Tagalog dialect be incorporated in these materials and further establish a sense of belongingness among the target audience?

“Aba’y ari kayang Batangueño rin ang ilagay sa mga are?”

[Can these (posters) be written in Batangueño (Batangas Tagalog) as well?] 

Exact words from a friend of mine while we were chatting and walking along Plaza Mabini St. in Balayan, packed with campaign posters on the walls, gates, and the rotonda, which exemplify the spot’s linguistic landscape. Below is a sample picture taken from Google Maps, where Plaza Mabini is also considered a busy street, as its rotonda diverges to the main market of the town, municipal hall, fast food chains, chapel, schools, pharmacies, and banks.

Going back to the comment, I simply replied “maybe and maybe not”, as I thought of the possible intentions of the authors and the factors that affect the decision of using a certain language. But can the dialect be truly incorporated in these materials? My “maybe” answer was geared towards the intended audience-- the Batangueños-- and perhaps, in their perspective, the dialect can be sort of an establishing connection between them and the candidate.

Hence, I planned to probe into the above statement. First, I ask, what is/are the prominent language/s used among the campaign posters? What do the posters evoke from the receivers, specifically Batangueños living in the towns of Tuy and Balayan, in relation to the language/s used? And what can they say about the possibility of including and/or directing Batangas Tagalog in the campaign posters? With this, I came up with the following thesis statements:

1. English and Filipino, being the official languages of the Philippines, will be the languages used in the campaign posters.

2. To establish relationship from the source and majority of the intended audience, Filipino language may most likely be the predominant language used among the materials.

3. Situated in the towns of Tuy and Balayan, Batangas, the campaign materials can associate the use of Batangas Tagalog dialect to build rapport to their intended audience and further establish the essence of belongingness.

To guide my analysis, I will use Landry & Bourhis’ two basic functions of linguistic landscape: informational and symbolic.

Framework, Methodology, and Analysis

Linguistic landscape (LL) is defined by Landry & Bourhis (1997) as follows:

The language of public road signs, advertising billboards, street names, place names, commercial shop signs, and public signs on government buildings combine to form the linguistic landscape of a given territory, region, or urban agglomeration. The linguistic landscape of a territory can serve two basic functions: an informational function and a symbolic function.

Bourhis (1992), on one hand, further defined informational function as serving as a “distinctive marker of the geographical territory inhabited by a given language community” and informing “in-group and out-group members of the linguistic characteristics, territorial limits, and language boundaries of the region they have entered”. 

On the other, symbolic function proposes that “the absence or presence of one’s own language on public signs has an effect on how one feels as a member of language group within a bilingual or multilingual setting” and thus, the inclusion of the in-group language on public signs is affectively charged, and that symbolic function complements the informational function of the linguistic landscape (Quebec, 1996). 

Due to the restrictions and safety precautions brought about by the COVID-19 pandemic, I only gathered a few pictures near our home in Tuy, as well as the busiest part of Balayan, which is the rotonda that diverges to Balayan Town Proper, Calatagan, Calaca, and Tuy:

Photo from Google Maps

In testing my first and second hypotheses, I looked into the languages used in each of the campaign posters and observed the most commonly used one. My third hypothesis is tested through quick surveys on my friends from Tuy and Balayan. I contacted them through Facebook and Instagram, sent some sample images of the campaign posters (images 4, 5, and 6), and asked the question “Is/are the language/s used engaging to you? Or do you think Batangas Tagalog can be incorporated in the campaign materials? Why do you say so?”. Given the restrictions surrounding our place and the availability of the respondents, a total of 25 became the sample size and participated in my research. I was only able to contact and retrieve answers from more than half of the participants, and the remaining ones were from friends of friends.

1. Language/s used in campaign posters

The campaign posters below were captured along the highway of Tuy and Balayan rotonda as of December 22, 2021. Seen in the footnotes, the names of persons and party lists involved are set aside, and the languages used apart from them are the ones highlighted instead.

Image 1. “Maunlad na Magsasaka, Kailangan Natin Para sa Sapat na Pagkain…”

Image 2. “…Isang Puso, Isang Serbisyo!...”

Image 3. “…Bokal sa Puso. Asikasong…”

Image 4. “…Aayusin ang Gobyerno, Aayusin ang Buhay ng Pilipino”

Image 5. “Matino at Mahusay…. Ang Busy Presidente”

Image 6. “Welcome Back! Adopted Son of Batangas… Kampeon ng Mahirap at Promdi”

Image 7. “For Senator. Kasangga…”

Image 8. “attyourserVICE… Courtesy of…”

Images 1 to 4 solely use Filipino language in their taglines. Image 5 has an English word “Busy” and is strategically used as a word play for “Bise” (Vice); most words are in Filipino language as well. In contrast with Images 6 and 7, having almost equal occurrences of both English and Filipino, the phrases under the latter language are “Kampeon ng Mahirap at Promdi”, where “Promdi” is a Filipino slang referring to the people from the province, and “Kasangga”, which means an ally. Image 8 uses a full English tagline, which is also a play on words of the person’s title and position.

With the collected campaign posters, most of them used the Filipino language and, in connection to my first and second hypotheses, there were only a few instances where the English language is used. This analysis may not be as comprehensive as it would be if there is much collection of data that I can gather. However, as what I also observe in other kinds of campaign materials (i.e., paid advertisements in radio and television), the Filipino language is commonly tapped as the language used in their ads.

Relating to Landry & Bourhis’ informational function of linguistic landscape, the languages used in the campaign posters mark the geographical territory-- that in Tuy and Balayan, the country’s official languages are also used in the public signs. There are not much language “boundaries” here, given that we also generally use the Filipino language; however, we have the so-called Batangas Tagalog dialect, which has its own noticeable characteristics different from Manila Tagalog.

2. Batangas Tagalog and the essence of Belongingness

One of the most identifiable characteristics of Batangas Tagalog when it comes to grammar is the use of passive past tense in place of the present progressive. This is done by indicating the prefix na- to the word, as opposed to the Manila Tagalog’s infix or prefix -um- and -um. Example words include “nakain” for kumakain, “nalangoy” for lumalangoy, and “naulan” for “umuulan”. In morphology, the dialect’s verb-ending usually places “-e” instead of “-an”, especially in command form, where, for instance, “Buksan mo ang pinto” translates to “Bukse ang pinto” and “Patayin mo ang ilaw” to “Pataye ang ilaw”. Also, in expressing the absolute degree of adjective, it uses the prefix pagka-, as in “Pagkaganda ng batang are ah?” and “Pagkabagal mo gang maglakad?”. Its phonological aspect undeniably has distinct features, characterized by a strong accent, including the use of closed syllables such as “matamis” read as “matam-is”. Lastly, Batangas Tagalog has a pool of vocabulary that can only be understood by those who are familiar with the dialect. Locative adjectives for this and here are “ire”/”are” and “rine”/”dine”, respectively. Words like “nagsungaba” (fallen on one’s face), “apaw” (mute) “la-ang” (only) can also be found in the dialect.

Given that there are distinctive features of Batangas Tagalog dialect, where these can only be understood by those who use them and are familiar with them, would the idea of “belongingness” be felt if it could be incorporated in the campaign posters as well?

Among the 25 survey participants, answering the question “Is/are the language/s used engaging to you? Or do you think Batangas Tagalog can be incorporated in the campaign materials? Why do you say so?”, 24% disagreed with using Batangas Tagalog, and the remaining majority supported its use in the campaign posters.

B.1. Thoughts of the 24%

“Mas appealing ang Tagalog kasi pang-masa”, “mas marami satin ang preferred pag tagalog”, “kung halimbawa yung Dialect na gagamitin nila ay for understanding purposes ng mga taong hindi gaanong nakakaintindi ng Tagalog, they can use it pero kung Batangas Tagalog din naman, yung normal na lang sana (referring to a “standard” Tagalog)”, and the rest of the portion revolves around their “cringe” if ever non-Southern Tagalogs/non-Batangueños use the dialect in their campaign materials. For instance, a respondent mentioned that translating Image 6’s “mahirap” to “bahite” would rather sound funny or unfitting.

Apparently, the 24% populace believes in the capacity of the Filipino language as preferred and understood by many. The fact that they generally understand Filipino, there is no need for anyone campaigning to use the dialect anymore; also, if the candidates are not from Batangas, there is a cringe factor that is evoked in case the dialect will be used by them. 

Here, the essence of belongingness lies within the umbrella of using the Filipino language, which, again, is understood by many. The absence of Batangas Tagalog does not certainly affect their feelings of being “involved”, and its presence in the materials would only be deemed unnecessary.

B.2. And the remaining 76%...

The prevalent survey answers support the use of Batangas Tagalog dialect in the campaign posters as they argue that “magiging effective to. Kasi diba nalolocalize yung materials nila. Kunwari sa estudyante, pag contextual at authentic ung materials, mas engaged tayo”, “pag nakikiayon sa kultura natin, ibig sabihin they care no?”, “mas makacatch kasi yung attention ng voters since mafefeel nila na included sila and para sa kanila yung campaign”, “kasi para sa akin, para ikaw ay makaconnect sa tao dapat mong aralin o kilalanin ang iyong kausap, kaya ang paggamit ng Batangas Tagalog para sa akin ay mas makakatulong”, and the rest of the points also raise the feeling of being included, and that it is “one way to make people feel that you are one of them”.

Some of them also noted a conditional approach of using the dialect, i.e., using it must only be within the region where the dialect is used, and customizing the campaign materials in relation to their dialect may be tiresome but would be worth it.

When the authors of the materials exert effort in localizing them, such as the use of Batangas Tagalog in the campaign posters, there exists the feeling of belongingness-- of being connected and included. It appears that when the people’s language and/or dialect are recognized, the once “generic” campaign becomes a branded one-- meaning, when the dialect is used, there is a distinctive marker of the territory (LL’s informational function) and is affectively charged (LL’s symbolic function) within the language community as well. With this, staying true to our framework’s statement about these main functions, “symbolic function complements the informational function of the linguistic landscape”. The third hypothesis is also ticked, given that majority of the responses agree that Batangas Tagalog can be associated with the campaign posters to build rapport to their intended audience and further establish the essence of belongingness.

Conclusion

Ultimately, setting “boundaries” would most likely perpetuate linguistic divide, as for people who travel to our province and the out-group linguistic communities would not immediately understand the dialect. It would only cater the in-groups, those who are familiar with it, and those who use it in their everyday living. Moreover, this article unravels a portion of a much-wider-participants’ reactions on what can be evoked by the receivers if their dialect would be incorporated in the campaign materials. As these materials normally use the country’s official languages, English and Filipino, what are the chances that they can also cater the different local languages and dialects present, including Batangas Tagalog? And if that is possible, would Batangueños feel recognized and involved, or would they rather laugh and shrug them off? Majority of the respondents apparently side with the former, but we should also highlight the points of the few people, saying that the essence of “belongingness” does not necessarily equate to using the dialect. As long as the language/s used is/are still understood and preferred by many, then it is fine with them.

On another note, with a relatively small sample set used here, this still does not generalize the entirety of the affected populace. This is a mere start of an exploration about the use of dialects and how the idea of belongingness would be achieved. As the introductory statement of this article mentions, one vote can make a difference... who knows? Maybe if we get a wider reach of survey respondents through physical interaction and communication, the tables will turn; the then 24% would now become the majority. Or perhaps, many people will cast their votes for the use of the dialect, and no further changes will take into effect apart from the varying standpoints. So far, we have somehow magnified the lenses of Batangas Tagalog and the essence of belongingness, and delving into these aspects provides us with fresh perspectives that we can reflect upon.

For now, may we encourage ourselves and other people to dig deeper into these campaign materials, as we look forward to better days for all the people in our country. Vote wisely!

References:

Alhmidi, M. (2021, September 17). Traditional election campaign methods still key in the digital age: experts. Global News. https://globalnews.ca/news/8198128/traditional-election-campaign-digital/.

Batangas Tagalog. (2010). Academic Dictionaries and Encyclopedias. Retrieved January 5, 2022, from https://en-academic.com/dic.nsf/enwiki/5586396.

Cenoz, J., & Gorter, D. (2006). Linguistic Landscape and Minority Languages. International Journal of Multilingualism. Retrieved December 20, 2021, from https://pure.knaw.nl/ws/files/623583/20871.pdf.

Hopkyns, S., & van den Hoven, M. (2021). Linguistic diversity and inclusion in Abu Dhabi’s linguistic landscape during the COVID-19 period. Multilingua.

Landry, R. & Bourhis, R. (1997). Linguistic landscape and ethnolinguistic vitality. Journal of Language and Social Psychology 16(1).

Osisanwo, O. (2011). Empowerment through Language: Mood in Selected Political Posters in Nigeria. Retrieved December 22, 2021, from https://www.academia.edu/download/48222704/Empowerment_through_Language_Mood_in_Selected_Political_Posters_in_NigeriaAyo_Osisanwo.pdf.