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This paper examines Philippine foreign policy under the Duterte government (2016–2022). During this period, Philippine foreign policy is widely acknowledged to have undergone dramatic shifts, with the government making friendly overtures towards China at the cost of its traditional alliance with the US. From a foreign policy analysis perspective, this paper explicitly focuses on the role of political leadership in guiding national foreign policy. This paper argues that the Duterte government made strategic use of political marketing in promoting its populist foreign policy. Thus, political marketing is used as an analytical lens with which to examine much of the rhetoric and behaviour of the Duterte government, particularly in regard to its response to the US–China rivalry. By engaging in this supposedly diplomatic game, the Duterte government tried to sell its foreign policy promises and outcomes as products even when its rhetoric was at times disconnected from its actual performance. Overall, this paper develops an alternative perspective from which to add to our understanding of the role of populist foreign policy initiatives in a fragile democratic setting.
Song et al. (Sun,) studied this question.