The study analyzed the Metro Gwapo campaign materials bearing pictures of Metro Manila Development Authority (MMDA) chairman Bayani Fernando using framing, typography, experiential metaphor, and codes as categories of semiotic analysis. A survey of 100 purposively selected respondents to obtain the perceptions of the public on Bayani Fernando’s image as a leader was also undertaken, along with in-depth interviews with MMDA general manager Robert Nacianceno and MMDA design and layout artist Jojo Pinga.
The analyses revealed that Fernando projected himself as a likeable although strict, a disciplined but bland and ambitious leader. However, the public saw only the image of a strict leader. While the public recognized the effectiveness of MMDA’s programs, Fernando, who was greatly responsible for the MMDA’s image and programs, was not perceived positively. The public perceived him only as a strict leader despite his varied image projections. What may be effective for an organization may not be so for the individuals that run it.