Philippine President Ferdinand Marcos Jnr’s strategic efforts to rehabilitate his family’s image and rebrand himself as a pro-human rights leader have gained international recognition with his inclusion in Time magazine’s prestigious list of 100 Most Influential People of 2024. This recognition serves as a testament to Marcos Jnr’s success in implementing a more technocratic administration, stabilizing the economy, and strengthening the country’s alliance with the United States to counter China’s growing influence in the South China Sea.
Political scientist Cleve Arguelles, head of polling firm WR Numero, attributes Marcos Jnr’s inclusion to his positive reception from the international community since his election in 2022. The recent trilateral summit between Marcos Jnr, US President Joe Biden, and Japanese Prime Minister Fumio Kishida, which focused on bolstering defensive capabilities in the Indo-Pacific region, further elevated his profile on the world stage. Countries like the US, facing geopolitical challenges in the region, have found it advantageous to support Marcos Jnr’s image as a pro-US ally.
Marcos Jnr’s embrace of a pro-US stance stands in stark contrast to his predecessor, Rodrigo Duterte, who pursued closer ties with China and remained largely silent on Beijing’s expansionism in the South China Sea. Marcos Jnr has also distanced himself from Duterte’s controversial drug war, which human rights groups estimate resulted in the extrajudicial killings of over 12,000 Filipinos during Duterte’s presidency.
Despite these efforts to distance himself from Duterte’s legacy, drug-related killings have continued under Marcos Jnr’s administration. A study from the University of the Philippines indicates that 621 drug-related deaths have been recorded since Marcos Jnr took office, 42% of which were attributed to state agents during anti-drug operations.
Marcos Jnr has sought to portray himself as more concerned about human rights than his predecessor, gaining credibility from former Duterte critics like ex-senator Leila De Lima and Nobel Peace Prize laureate Maria Ressa. However, political analyst Cleve Arguelles cautions against excessive praise, emphasizing the importance of addressing domestic issues like rising inflation, hunger, poverty, and unemployment to regain public favor.
Sociologist Athena Charanne Presto expresses concern that Marcos Jnr’s rebranding efforts could undermine the legitimacy of genuine human rights movements, as his narrative of victimization may resonate with marginalized sectors of society. Additionally, Marcos Jnr’s attempts to revamp his image have coincided with an increasingly antagonistic relationship with the Duterte clan, with both sides trading insults and accusations.
Despite the international recognition and strategic alliances, Marcos Jnr’s image rehabilitation efforts appear to have limited impact on domestic public opinion. A recent Pulse Asia survey revealed a decline in his approval ratings from 68% in December to 55% in March. Addressing pressing domestic concerns remains crucial for Marcos Jnr to regain public support and ensure the long-term success of his presidency.
