THE CONVERSATION has already begun.
Even before the midpoint of the current administration, speculation is growing about the 2028 presidential race. Among the names frequently mentioned is Vice President Sara Duterte-Carpio. Supporters are enthusiastic. Critics are cautious. Political observers are calculating. Campaign narratives are quietly forming.
But perhaps the most important question is not whether she will run.
The more important question is what this early political positioning says about our political culture and about us as voters.
In the Philippines, presidential elections often begin years before the official campaign period. Public appearances are scrutinized. Alliances are analyzed. Speeches are interpreted as signals. In a country where political dynasties and familiar names carry weight, speculation becomes strategy.
Vice President Sara Duterte remains one of the most visible and influential political figures in the country. Her surname alone carries historical and emotional significance for many Filipinos. For some, it symbolizes strong leadership. For others, it represents controversy. Either way, it commands attention.
But public office is not inherited through memory or legacy. It must be earned through vision, competence, and trust.
As discussions about 2028 intensify, the focus must shift from personality to policy.
It is natural for potential candidates to begin positioning themselves. Politics is strategic by nature. However, voters must resist the temptation to decide based solely on familiarity or loyalty.
Popularity is not governance. Charisma is not policy. Name recall is not performance.
The presidency demands more than recognition. It requires clarity of direction on economic stability, national security, education reform, climate resilience, healthcare access, and international diplomacy. It demands the ability to unite a divided public and strengthen institutions that outlast any administration.
If Vice President Sara Duterte chooses to run in 2028, as many expect, she will need to articulate not only continuity or distinction from past leadership but also a comprehensive plan for the country’s future.
And voters must be prepared to evaluate that plan critically.
There is also a broader issue at play. When conversations about the next election dominate headlines years in advance, governance risks become secondary. Public officials may begin acting not for the immediate public good, but for long-term electoral positioning.
The danger of early campaigning is that it shifts attention away from urgent concerns. Inflation does not wait for election cycles. Disaster preparedness cannot be postponed for political strategy. Education gaps will not resolve themselves while leaders calculate alliances.
As citizens, we must demand that present responsibilities remain the priority, regardless of future ambitions.
The role of media and public discourse
Media coverage and social media conversations shape public perception long before official candidacies are filed. Speculation, endorsements, and attacks circulate widely. Sometimes they clarify issues. Often, they amplify division.
The question for us is how we engage in these conversations.
Are we listening to policy discussions, or reacting to personalities? Are we asking about measurable achievements and concrete plans, or defending positions based on allegiance?
Development communication teaches that healthy democracies thrive on informed dialogue. Elections should be spaces for debate about ideas, not just competitions of influence.
It is increasingly difficult to maintain neutrality in Philippine politics. Political identities have become personal. To question a candidate is often interpreted as betrayal. To withhold endorsement is sometimes viewed as opposition.
But neutrality does not mean apathy. It means insisting on fairness and evidence before making conclusions.
If Vice President Sara Duterte runs in 2028, she deserves evaluation based on her record and proposals, just as any other candidate does. Neither blind support nor automatic rejection serves democracy.
Democracy requires discernment.
What 2028 should be about
The 2028 presidential election should not be about surnames or rivalries. It should not be a referendum on past administrations alone. It should be about the future that Filipinos want to build.
What kind of economic structure do we envision? How will the country respond to global instability? What reforms are needed in education and public health? How will governance address corruption, accountability, and transparency?
These questions are larger than any single candidate.
If Vice President Sara Duterte seeks the presidency, her campaign must engage these issues with depth and clarity. Voters, in turn, must be prepared to engage thoughtfully rather than emotionally.
The responsibility of voters
It is easy to become swept up in momentum. It is harder to remain patient and analytical.
The power of a democracy lies not only in candidates but in voters. Citizens decide whether elections become popularity contests or platforms for meaningful debate.
As early conversations about 2028 unfold, we have time. Time to listen carefully. Time to study records. Time to compare visions. Time to resist being rushed into conclusions.
The presidency is not a position to be treated casually. It shapes the direction of a nation for years.
Political ambition is not inherently negative. It is part of democratic life. But ambition must be balanced with accountability and responsibility.
As discussions about Vice President Sara Duterte and the 2028 presidency continue, our public spaces must speak to maturity. They must allow room for differing views without hostility. They must prioritize policy over personality. They must remind us that leadership is service, not spectacle.
The long road to 2028 is not only about who will run.
It is about how we, as a nation, choose to think, speak, and decide.
The election is years away. But the quality of our democracy is being shaped now.
And that responsibility belongs to all of us.
Kethelle I. Sajonia is a college instructor at the University of Southeastern Philippines, Mintal Campus. She is currently in the final phase of her Doctor of Communication degree at the University of the Philippines. Her research interests include inclusivity, education, communication, and social development. She actively engages in scholarly research and community-based initiatives that advocate for inclusive and transformative communication practices.
