A Caveat on Ideological and Value Messages in Media
From a series of reports last week that synthesized ideas about the audience, we then turned our attention to ideological and value messages that are contained in the media. Particularly, content of advertisements, websites that speak about the Filipina, and postcards depicting the Igorot were brought to the fore of discussion. Each segment might have made us frown on one or more aspects of the media: Being shaped and controlled by capitalism, misrepresentations of individuals and cultures, and the promotion of a limited view on certain groups. But at the same time, we are fully convinced that awareness is the first step in developing the degree of media literacy required for us to actively react and even proceed to the creation of countertexts.
Beyond Selling Things
When I took up Broadcast Advertising in my undergrad, we learned that effective advertisements talk directly to consumers. True enough, “ads must take into account not only the inherent qualities and attributes of the products they are trying to sell, but also the way in which they can make those properties mean something to us.” (Williamson) The process of translating statements from the world of things into a form that means something in terms of people (and being a certain kind of person) reminded me of a condom brand endorsed by Robin Padilla by saying that this product is used by the “tunay na lalake.” As if the virtue of responsibility and being a real man are fully satisfied by the usage of such. We can cite other examples where products are given a humanly symbolic “exchange-value” as wais na misis, samahang walang katulad, strong beer for real men, and the list goes on.
Creating a good brand is seen as an essential strategy for a business to succeed. It is important to note how the Filipino consumer is rated as the most brand-conscious in the world. May it be TVCs, print and outdoor ads, Filipinos are greatly exposed to commercial advertising. And this impact our decisions as we are also heavy buyers of consumer goods.
Proceeding from the idea that people are made to identify themselves with what they consume, I am reminded of hearing that Globe is used by the well-off (bosses, executives, professors) while Smart, Talk ‘n Text, and TM are used by maids, nannies, construction and utility men, and other blue-collared workers. Of course this is not necessarily true though low-income workers may subscribe to telecom companies that have affordable rates and several promos. And then came the dual sim.
Ads sell us ourselves. And we need those selves. Under Classical Marxism, it isn’t necessary for people to believe or feel that they are alienated. In the above-mentioned examples, consumption then becomes the means to belongingness. In the case of being brand-conscious, those who cannot afford original signature shirts for instance, usually resort to knock-offs or imitations. It may be said that one has also worn a “fake identity” in an attempt to be in or astig.
We might think that with our educational background and ideal orientation, we could be free from the strong influences of advertising. But I am trying to imagine how a female classmate or even I would react if a man proposes marriage without the diamond engagement ring.
Judith Williamson said we are made to feel that we can rise or fall n society through what we are able to buy. This can readily be seen in Filipino culture. For instance, when an average family used to earn just enough to eat thrice a day and then there came a momentary excess in income, they would resort to buying more food, new clothes, or inessential appliances. Many of us Filipinos love to display and show off. Despite the difficult times, at least, it gives comfort that we can buy things that “others” cannot afford.
An interesting concept in our discussion is that of common sense, the result of making an ideology seem normal through what Althusser referred to as ideological state apparatuses reproducing it in everyday communication activities. An example would be the belief that getting a college degree is the key to success. This is however being challenged now as many college degree holders are struggling to find jobs.
Finally, the author reminded us that not only advertising but other kinds of programming may act in the same way. They “may seem less ideological, but they are every bit as much so.” Apart from the outright use of celebrities as endorsers, we must also be aware of the ongoing process of creating and protecting images of personalities so that we can keep on identifying with them, linking them to traits that they may not actually possess.
I Am A Filipina
In the discussion of “The E-mail Order Bride as Postcolonial Other,” we conceived the web as a hegemonic space. Hence, meanings are constantly negotiated. Winning in this process does not mean that we can cease in our efforts but instead, we must keep on re-winning our position. It is bothersome that in this day and age, the images of the Filipina as docile, subservient, and damsel in distress still prevail.
And so I tried to recall television programs that were geared towards women empowerment. Q-TV aired Proud to be Filipina, showcasing successes of Filipinas achieved locally and abroad. NBN airs She Ka, showing the different sides of the modern-day Filipina (accomplished in various careers, artistic, empowering through advocacy, successful in business). We must admit that efforts should be sustained and increased to reach more audiences. Moreover, sending the message across should not make successful and empowered Filipinas appear as the exception rather than the typical.
It is greatly alarming that aside from Filipinas being bought online, Filipino children are in-demand for trafficking. The authorities must already come up with an effective safeguard to limit the technology’s potential as a commercial tool… Treating children, especially from Third World countries, as commodities.
Postcards… And More
We may not be buying and sending those postcards anymore in this era of e-mail and other forms of instant messaging, but there is in fact a greater challenge of determining the accuracy of images circulated in the media. Who knows? That JPEG image in one of our tourism websites might just be one of those misleading, staged, or fabricated images of our people, treasures, and places.
As a Filipina who grew up here in Manila, this study by Anna Christie V. Torres inspired me to learn more about our indigenous groups and national heritage. Mahirap maging dayuhan sa sariling bayan. Who else is there to correct misrepresentations if even Filipinos themselves are not able to tell what is misrepresented? Moreover, we might be unconsciously contributing to the circulation of these images!
Photography has become so much a part of life that it may be difficult to imagine our society without it. Photography, as we can observe wherever we go, is the most visible and dominant element of publicity. A picture paints a thousand words, as the adage goes. But with techniques for photo manipulation, we should all be taking a closer look at images to check on their accuracy or to verify if these are just promoting a limited form of seeing, to borrow a phrase from John Berger, author of the 1977 publication titled Ways of Seeing.
Before Sleeping Tonight
Knowing these things is one thing. To act on these misleading messages is another. As analytical and concerned individuals, it all starts with saying “Mali ‘yan!” or “Hindi dapat ganyan” when we are confronted by even the well-crafted but ill-intended messages that influence opinion or that sell something.
Immediate action on my part entails a conscious, active, and educated selection of images to be used as video support especially for sensitive features or issues. Due to limited resources in the government network, there are frequent instances when videos are being re-used or “recycled” many times. Graphics or texts could be better than putting images that would only confuse or mislead our viewers.
Beyond Selling Things
When I took up Broadcast Advertising in my undergrad, we learned that effective advertisements talk directly to consumers. True enough, “ads must take into account not only the inherent qualities and attributes of the products they are trying to sell, but also the way in which they can make those properties mean something to us.” (Williamson) The process of translating statements from the world of things into a form that means something in terms of people (and being a certain kind of person) reminded me of a condom brand endorsed by Robin Padilla by saying that this product is used by the “tunay na lalake.” As if the virtue of responsibility and being a real man are fully satisfied by the usage of such. We can cite other examples where products are given a humanly symbolic “exchange-value” as wais na misis, samahang walang katulad, strong beer for real men, and the list goes on.
Creating a good brand is seen as an essential strategy for a business to succeed. It is important to note how the Filipino consumer is rated as the most brand-conscious in the world. May it be TVCs, print and outdoor ads, Filipinos are greatly exposed to commercial advertising. And this impact our decisions as we are also heavy buyers of consumer goods.
Proceeding from the idea that people are made to identify themselves with what they consume, I am reminded of hearing that Globe is used by the well-off (bosses, executives, professors) while Smart, Talk ‘n Text, and TM are used by maids, nannies, construction and utility men, and other blue-collared workers. Of course this is not necessarily true though low-income workers may subscribe to telecom companies that have affordable rates and several promos. And then came the dual sim.
Ads sell us ourselves. And we need those selves. Under Classical Marxism, it isn’t necessary for people to believe or feel that they are alienated. In the above-mentioned examples, consumption then becomes the means to belongingness. In the case of being brand-conscious, those who cannot afford original signature shirts for instance, usually resort to knock-offs or imitations. It may be said that one has also worn a “fake identity” in an attempt to be in or astig.
We might think that with our educational background and ideal orientation, we could be free from the strong influences of advertising. But I am trying to imagine how a female classmate or even I would react if a man proposes marriage without the diamond engagement ring.
Judith Williamson said we are made to feel that we can rise or fall n society through what we are able to buy. This can readily be seen in Filipino culture. For instance, when an average family used to earn just enough to eat thrice a day and then there came a momentary excess in income, they would resort to buying more food, new clothes, or inessential appliances. Many of us Filipinos love to display and show off. Despite the difficult times, at least, it gives comfort that we can buy things that “others” cannot afford.
An interesting concept in our discussion is that of common sense, the result of making an ideology seem normal through what Althusser referred to as ideological state apparatuses reproducing it in everyday communication activities. An example would be the belief that getting a college degree is the key to success. This is however being challenged now as many college degree holders are struggling to find jobs.
Finally, the author reminded us that not only advertising but other kinds of programming may act in the same way. They “may seem less ideological, but they are every bit as much so.” Apart from the outright use of celebrities as endorsers, we must also be aware of the ongoing process of creating and protecting images of personalities so that we can keep on identifying with them, linking them to traits that they may not actually possess.
I Am A Filipina
In the discussion of “The E-mail Order Bride as Postcolonial Other,” we conceived the web as a hegemonic space. Hence, meanings are constantly negotiated. Winning in this process does not mean that we can cease in our efforts but instead, we must keep on re-winning our position. It is bothersome that in this day and age, the images of the Filipina as docile, subservient, and damsel in distress still prevail.
And so I tried to recall television programs that were geared towards women empowerment. Q-TV aired Proud to be Filipina, showcasing successes of Filipinas achieved locally and abroad. NBN airs She Ka, showing the different sides of the modern-day Filipina (accomplished in various careers, artistic, empowering through advocacy, successful in business). We must admit that efforts should be sustained and increased to reach more audiences. Moreover, sending the message across should not make successful and empowered Filipinas appear as the exception rather than the typical.
It is greatly alarming that aside from Filipinas being bought online, Filipino children are in-demand for trafficking. The authorities must already come up with an effective safeguard to limit the technology’s potential as a commercial tool… Treating children, especially from Third World countries, as commodities.
Postcards… And More
We may not be buying and sending those postcards anymore in this era of e-mail and other forms of instant messaging, but there is in fact a greater challenge of determining the accuracy of images circulated in the media. Who knows? That JPEG image in one of our tourism websites might just be one of those misleading, staged, or fabricated images of our people, treasures, and places.
As a Filipina who grew up here in Manila, this study by Anna Christie V. Torres inspired me to learn more about our indigenous groups and national heritage. Mahirap maging dayuhan sa sariling bayan. Who else is there to correct misrepresentations if even Filipinos themselves are not able to tell what is misrepresented? Moreover, we might be unconsciously contributing to the circulation of these images!
Photography has become so much a part of life that it may be difficult to imagine our society without it. Photography, as we can observe wherever we go, is the most visible and dominant element of publicity. A picture paints a thousand words, as the adage goes. But with techniques for photo manipulation, we should all be taking a closer look at images to check on their accuracy or to verify if these are just promoting a limited form of seeing, to borrow a phrase from John Berger, author of the 1977 publication titled Ways of Seeing.
Before Sleeping Tonight
Knowing these things is one thing. To act on these misleading messages is another. As analytical and concerned individuals, it all starts with saying “Mali ‘yan!” or “Hindi dapat ganyan” when we are confronted by even the well-crafted but ill-intended messages that influence opinion or that sell something.
Immediate action on my part entails a conscious, active, and educated selection of images to be used as video support especially for sensitive features or issues. Due to limited resources in the government network, there are frequent instances when videos are being re-used or “recycled” many times. Graphics or texts could be better than putting images that would only confuse or mislead our viewers.
