When he was president, Rodrigo Duterte's populist posturing resonated strongly among voters tired of traditional politics. He then positioned himself as the decisive alternative. His administration was characterized by controversial yet popular moves, allowing him considerable freedom to reshape the country's political dynamics.
Duterte won the Philippine presidency in 2016 by running as a tough-talking populist, vowing to crush crime and illegal drugs. Once in office, he launched a brutal nationwide “war on drugs” that led to thousands of deaths, mostly of poor suspected drug users and not so poor drug pushers.
Despite international condemnation, Duterte remained enormously popular domestically, reshaping alliances and marginalizing the traditional opposition.
Bongbong Marcos, who narrowly lost the vice-presidential race to Leni Robredo, contested the results, alleging fraud without conclusive evidence.
However, Marcos' remained in the public eye, and this enabled him to position himself strategically for future political leverage.
Marcos Jr.'s claims resonated with his supporters, further polarizing public opinion. As mentioned, his consistent presence in the media allowed him to maintain political relevance despite his electoral loss.
On November 18, 2016, Duterte authorized the burial of Ferdinand Marcos Sr. at the Libingan ng mga Bayani, sparking widespread protests due to Marcos Sr.'s human rights abuses and corruption during his dictatorship. This decision symbolically rehabilitated the Marcos legacy, paving the way for the Marcos family's return to higher political prominence.
It must be noted that by 2016, the Marcos family had already established a firm political foothold in the country after being allowed to return in November 1991 by President Corazon Aquino.
Imelda Marcos had been a congressional representative, Imee Marcos had served as governor of Ilocos Norte, and Bongbong Marcos had completed a term as senator after previously serving as Ilocos Norte governor. These positioned the family for broader political objectives.
The burial was conducted rather privately and discreetly, but it still sparked widespread public protest due to Marcos's controversial legacy as a former dictator associated with human rights abuses and corruption.
Critics argued that the burial diminished the memory of those who suffered under martial law. Supporters, however, viewed it as a necessary step towards national reconciliation.
Politically, it was the inflection point for the Marcos restoration process as it completed the rehabilitation of the Marcos family brand.
Social media played a crucial role, amplifying narratives favorable to the Marcoses. The Marcos family leveraged this environment to gain even more public sympathy.
The alliance between Duterte and the Marcoses was strengthened with reciprocal support.
Duterte’s demonization of opposition figures and disrespect for democratic norms facilitated some historical reassessment that portrayed Marcos Sr.’s dictatorship positively, adding to the Marcos family's political rehabilitation and resurgence.
Imee Marcos’s Senate victory in 2019 marked the family's highest political achievement since their return from exile. This victory signified a clear shift in public acceptance and tolerance towards the Marcoses.
Duterte's overwhelming success in the 2019 midterm elections weakened the opposition, allowing pro-administration and Marcos-aligned figures such as Imee Marcos to enter the Senate. This political landscape provided the Marcoses with substantial institutional leverage.
The complete defeat of 'Otso Diretso' highlighted the electorate’s disenchantment with the Liberal Party (LP) led opposition. This outcome underscored the effectiveness of Duterte’s political strategy.
The opposition was effectively marginalized, as "Otso Diretso" candidates all failed to win Senate seats.
In 2022, Bongbong Marcos and Sara Duterte-Carpio formed a powerful alliance, running as president and vice president.
Their campaign effectively utilized Duterte’s popularity, leveraging social media to reshape perceptions of the Marcos regime, culminating in broad electoral appeal.
Their joint campaign significantly benefitted from the existing Duterte political infrastructure. This partnership effectively unified the supporters of both political dynasties, consolidating their power bases.
The massive scale of their victory indicated strong voter endorsement of Duterte-era policies and style. It also demonstrated the profound impact of coordinated messaging and digital propaganda on electoral outcomes.
Marcos Jr. won the presidency in 2022 by an unprecedented margin (31.6 million votes or 58.77%), signaling the culmination of Duterte’s political realignment efforts.
Sara Duterte-Carpio also won decisively (32.2 million votes or 61.53%), ensuring the continuity of Duterte’s influence and validating the strategic alliance between the two dynasties.
Marcos Jr.’s presidency represents a dramatic turnaround for a family previously associated with authoritarianism and corruption. This resurgence reflects both Duterte's legacy and a broader global trend toward populist leadership.
Duterte’s presidency profoundly reshaped Philippine politics, facilitating the resurgence of the Marcos dynasty. Through strategic alliance-building, overpowering of the opposition, and shrewd handling of public discourse, Duterte set the conditions that enabled Bongbong Marcos Jr.’s successful return to power, redefining the prevailing political narrative.
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