Abstract:
This study examines the phenomenon of gender-based character assassination (GBCA,
henceforth used to refer to gender-based character assassination) targeting Filipino female
leaders, focusing on Leni Robredo during the 2022 presidential elections. GBCA, defined as a
ceaseless attack against an individual’s character to damage their reputation (Samoilenko et al.,
2016), is particularly prevalent in the male-dominated political arena, amplified through social
media. Using semi-structured interviews with Marikina City voters, discourse analysis of
Facebook posts attacking Robredo, and a key informant interview (KII) with a member of an
organization directly involved in Robredo’s campaign team, this study examines how GBCA
reinforces gender stereotypes, shapes voter perceptions, and impacts electoral outcomes. The
findings reveal that Robredo was subjected to GBCA through derogatory labels such as
“Madumb” and stereotypes questioning women’s leadership capabilities. These attacks were
more recognizable among her supporters, while non-supporters displayed internal misogyny and
conformity to patriarchal norms. The study applies Kate Millett’s Sexual Politics Theory, which
critiques how gender dynamics are social constructed and bell hooks’ Feminist Theory,
particularly her analysis in Black Looks: Race and Representation (1992), to explore how social
media GBCA reflects and perpetuates hegemonic narratives of gender and power. While GBCA
reinforced harmful stereotypes, its effects on Robredo’s electoral loss was secondary to
disinformation and the Marcos camp’s political machinery.
