Fear and Loathing or Strategic Priming? Unveiling the Audience in Duterte's Crime Rhetoric

Abstract This paper examines speechmaking on a contentious policy by arguably one of the most controversial figures to have assumed the Philippine presidency. Drawing on quantitative textual approaches on a corpus of 845 presidential speeches delivered between June 2016 and July 2020, we provide evidence that Rodrigo Duterte's evocative utterances against drug lords and criminals are not just deliberate illocutionary acts intended to court public support, but also priming tactics aimed towards a politically and economically significant audience whose acquiescence gives symbolic legitimacy to a controversial anti-crime policy. Using quantitative textual approaches and econometric analysis, we find that violent-crime rhetoric is more likely to accompany public pronouncements made before a political audience consisting of law enforcement authorities and government officials, as well as an economic audience made up of business chambers, overseas Filipino workers, and labor groups. Overall, the findings nuance an image of Duterte beyond that of a penal populist.