ANALYSIS: Sara Duterte's body language, tone, and choice of words in her 2028 presidential bid announcement

On her attack vs Marcos

In her speech, Duterte made a harsh remark against Marcos, claiming that he broke the promises he made during the 2022 campaign period and that his government is filled with corruption.

"Sa unang mga buwan pa lang ng aming termino, nakita ko na ang kawalan ng katapatan ni Bongbong Marcos Jr. sa mga pangakong binitawan noong kampanya, pati na sa kanyang sinumpaang tungkulin para sa bayan," she said. "Dahil hindi ko kinayang maging bahagi ng 2025 national budget na tadtad ng katiwalian, pinili kong umalis sa gabinete—kahit na alam ko na, mula pa noong 2023, na ang magiging kapalit nito ay ang aking impeachment," she added.

For speech coach Lloyd Luna, her facial expression as she said such words "supports her message of frustration and anger in a motherly tone."

"The speech is borderline between an attack on what seems to be her detractors and a launch pad for what she wants to do: Run for president," he told L!fe. "She used and added 'fuel to the fire' to what most Filipinos already know and feel—frustration and lack of trust and confidence in the government due to recent events." 

Despite the frustration in her remarks, psychologist Lucille Foja Lozano observed that Duterte still maintained control in her statement, contrary to her previous confrontational speeches.

"Her tone was steady, controlled, and measured rather than highly emotional or animated," she said.

According to her, a steady tone often signals "preparedness" and "authority."

"People who use this vocal style project stability and decisiveness. Rather than relying on emotional intensity to mobilize supporters, a measured tone communicates firmness and command. It aligns with a 'strong leader' archetype—someone who is not easily shaken and who frames leadership as duty rather than passion-driven performance," Lozano explained.

Sociologist Marc Angelo Sanchez also highlighted Duterte's decision to wear black during the press con.

"The attempt was to frame her as the underdog who mourns for the country's predicament, just like what her father utilized during the 2016 presidential election, and just like her father, she wants to frame herself as the solution against the supposed oppressive elite or administration," he told L!fe.

On using Bisaya in her speech

Duterte, who hails from Davao City, spoke in Bisaya at some point in her speech.

According to Luna, the use of her mother tongue was a smart move to connect with her supporters as it "appeals to her broad base in the Visayas and Mindanao."

"Speaking vernacular connects to her roots, which is another brilliant approach to the emotion through language," he noted.

Lozano, meanwhile, pointed out how Duterte also used the word "shukran," an Arabic phrase for "thank you," to end her speech.

"This multilingual and multi-faith integration suggests intentional inclusivity messaging," she explained.

'Backward-thinking'

For Luna, some of Duterte's statements came off as "vindictive" and placed "too much emphasis" on apologizing to the public for helping Marcos with his presidential bid in 2022, the flood control corruption, among other issues.

In the middle part of her speech, the VP told Filipinos, "Patawad kung hanggang ngayon ay marami pa ring Pilipino ang nalulunod sa baha ng dahil sa malawakang korupsyon. Patawad kung lantaran ang pang-aabuso ng ating mga institusyon para sa pansariling interes ng mga pulitiko. Patawad kung patuloy ang pagtaas ng presyo ng mga pangunahing bilihin habang nananatiling kapos ang kita ng bawat pamilya. Patawad kung wala man lang tayong tunay na seguridad sa pagkain. Patawad kung may nagkakasakit at binabawian bigla ng buhay dahil sa kakulangan ng maayos at epektibong healthcare system.”

Luna pointed out that it only made her speech weak. "Parang siya solely responsible, na parang hindi responsibility ng mga voters noon."

Duterte's announcement on her bid for the presidency came amid four impeachment complaints against her. She's accused of misusing public funds, amassing unusual wealth, and threatening to kill Marcos, the First Lady, and the House Speaker. Instead of addressing the current issues she's facing, Luna highlighted how Duterte opted for self-preservation and evasion in communication. "It's like, 'If I can talk about other people's issues, why will I talk about mine?' Ganun normally 'pag hindi forward-looking or walang strategy moving forward. Isa lang strategy eh—backward."

Per Lozano, Duterte's decision to move the conversation toward her values instead of the issues against her was her way of protecting her self-leadership identity. "Leaders who anchor their self-concept in duty and strength tend to avoid public vulnerability because it risks weakening the symbolic authority they're trying to project," she told L!fe. "Those who avoid defending themselves often attempt to project confidence and emotional containment."

Luna also criticized how Duterte focused too much on the past instead of what she can offer to Filipinos in the future, highlighting her concluding lines: "I cannot kneel before each and every Filipino to beg for forgiveness. Instead, I offer my life, my strength, and my future in the service of our nation. Mga kababayan, ibalik natin ang tapang at malasakit para sa Diyos, sa bayan, at para sa bawat pamilyang Pilipino."

"Vague 'yung 'I offer my life, strength, and future.' What does it mean?" Luna said.

Sanchez, meanwhile, noted that Duterte, after all, "was able to point out all the issues that her political bases care about."

"I think that is the point. She isn't speaking to all Filipinos but her already strong and existing political bases," he continued. "That's why to some extent, the way she delivered her points doesn't really matter. Her main message was clear—that she will run and continue her father's legacy: 'Tapang at Malasakit.'"