Polytechnic University of the Philippines – Graduate School

Sta. Mesa, Manila, Philippines

I believe that Girl, Boy, Bakla, Tomboy are created equally and I Thank You: A

Media Representation on LGBT-themed segments

Advance Theories and Models in Communication

Master in Communication Program

June A. Tolentino

October 2018
 ABSTRACT

This paper aims to explore the leading Philippine noontime show and its portrayal of

homosexuality through LGBT - themed segments - -That’s my Tomboy, I am PoGay,

and Ms. Q&A, taking into context the theory of Representation and Cultivation. This

paper will attempt to focus on how the LGBT community in the Philippines is

represented and how it affects the culture of our society through the various LGBT -

themed segments in It’s Showtime. The paper will draw out the indications and lastly,

conclude how positively determine the issues that follow.

Keywords: It’s Showtime, Representation, Cultivation, LGBT

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 INTRODUCTION

Philippine entertainment particularly variety shows, has been part of Filipino culture and

considered as a “family time” that tightens the relationship and bond of a family. This

comes from different types of arts; such as composing of entertainment, dance

performances, musical and theatrical performances, comedy, and variety shows.

Particularly, variety television shows had become the backbones of the noontime

programs in the Philippines.

Moreover, Lesbian, Gay, Bisexual, and Transgender (LGBT) are now more visible in our

society from comedy bars to broadcast media; Television, Radio, Print, and even films

which indeed makes them remarkable in local entertainment shows. A rapid, prolific

show like “It’s Showtime” exposes a lot of LGBT community and culture that share a

substantial portion of limelight in creating a top-rating program. “It’s Showtime” did not

only expose the community but rather creates a segment that carries message of

encouragement for LGBT to express themselves. Segments like “I am PoGay” for

Bisexual, “That’s my Tomboy” for Lesbian, lastly, “Ms. Q&A: InterTALAKtic 2019” for

Gay and Transgender.

As the Philippines has a unique and highly traditional culture we Filipinos are exposed

to creating ‘images’, which force us to construct new “meaning” it is stereotypical to

know that when we see the likenesses of the representation in the personality, in a

existent life we expect to label a person as Lesbian, Gay, Bisexual or even Transgender

(LGBT). Some of us may see a man wearing a dress that likely used by a girl, with

overdone make-ups conveying feminineness, and exaggeratedly made to act out

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 gayness in a male while others may see a girl wearing craggy pants, man’s jersey, and

having done short hair like men that signify as Lesbian, which for us Filipinos

acknowledged this socially and culturally. We simply accept and allow the way LGBT

likes to express their gender. However, Does Filipinos completely accept LGBT people

in our country, which I believe is highly traditional and considered as highly patriarchal,

were acceptance and equivalence is between a continuum of approval and neglect?

Finally, this essay discusses the implications of representation in terms of cultivation

theory and examine whether Media Representation in Noontime Show reflects changes

within the Philippine society.

Overview of the Program

It's Showtime

The Philippine top grossing noontime variety show, It’s Showtime is a television

program of the Philippines’ largest entertainment and media conglomerate, the Alto

Broadcasting System and Chronicle Broadcasting Network known as ABS-CBN

Corporation. Showtime is a variety and comedy talent show that first premiered in

October 24, 2009 and airs from Monday to Saturday, 12:15 noontime 'til 3:45 in the

afternoon while on Saturdays’ from11:30 in the morning until 03:30 in the afternoon.

Moreover, the Rocksteady lead Mr. Teddy Corpuz, forecaster Mr. Kim Atienza, Vhong

Navarro, Itchyworms lead Mr. Jugs Jugueta and Ms. Anne Curtis - Smith was the

original cast of the show together with the permanent judge, Vice Ganda. During the

third season, Director Bobet Vidanes officially added Karylle and Billy Crawford as the

new host of Showtime. In February 6, 2012, Showtime was reformatted as a noontime

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 variety show and named it as “IT’S SHOWTIME” replacing Happy Yipee Yehey!, The

reappearance of the noontime show also retained its hosts, including Vice Ganda, Mr.

Jhong Hilario, Mr.Ryan Bang, Ms. Coleen Garcia, and Mr. Eric Tai. In 2016, Umagang

Kay Ganda host Ms. Amy Perez and former PBB Host Ms. Mariel Rodriguez-Padilla

added as the new host of the show. While Ms. Coleen Garcia, Mr. Billy Crawford, and

Mr. Eric Tai had to leave the show to focus more on their chosen career.

Additionally, It’s Showtime was known for its various segments that captivates the

audience like Magpasikat, Kalokalike, Tawag ng Tanghalan sa Showtime, and the most

controversial segment Pastillas Girl. Nevertheless, let me focus more on the strength of

the show that gives them high ratings. I would like to give emphasis on the LGBT -

themed segments – I Am Pogay, That’s My Tomboy and the most popular - Ms. Q & A

Intertalaktic 2019, These LGBT - themed segments hit the audience and netizen into an

extraordinary trend.

The Merriam Dictionary defines [ CITATION Mer98 \l 13321 ] ‘tomboy’ as “a girl who

behaves in a manner usually considered boyish”. This term summons images like a girl

with short hair, wearing cup and jersey, a girl who likes to play sports for boys. But this

time, It’s Showtime created a segment that promotes equal rights for homosexuals, a

move that will help increase awareness towards the acceptance of Lesbian community

in our country’s patriarchal and heteronormative society. “That’s My Tomboy” is the

first LGBT - themed segment of It’s Showtime that was launched in 2013 and dubbed as

the “first lesbian beauty pageant in the Philippines” that caters to Tomboy (Lesbian)

contestants. In this segment, Lesbian contestants will showcase their charms through

talent and question – and - answer portion. It is significant as it raises awareness about

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 social issues and perception on lesbian treatment in the Philippines. In the Q&A portion,

contestants are asked relevant questions that could actually serve as an eye-opener for

the public to be sensitive enough towards certain situation that could be invasive

particularly to lesbian community or homosexuals in general. One example question

could be how they feel being labelled as “Tomboy”? This segment is an avenue to our

Lesbian community to express their identity and being courageously enough to highlight

who they are.

On the other hand, a segment that opens another opportunity to LGBT particularly to

gay men was “I am Pogay”, - the word “PoGay” simply means good-looking gay., It is

a play on words or coined name, combining “pogi” or good-looking and gay. It is also a

second LGBT - themed segment of It’s Showtime that caters to gay men with good

looks, wit, and talents to take the spotlight of the new heartthrobs. It is a competition for

“handsome gay men” that was launched January 18, 2014 after the success of ‘That’s

My Tomboy”. The segment was an opportunity to showcase the various identities of gay

men and not limited to being effeminate.

Lastly, the most popular of the three LGBT - themed segments, is Ms. Q & A

InterTALAKtic 2019. A segment of beauty, intelligence, and wittiness, which allows

Gays, Transwomen, and Bisexuals to openly join the contest. There are three

candidates each day to compete and one of them have the chance to win the crown as

Ms. Q & A. Before the contest begins, the host gives a short background about the

candidates. Right after, the candidates are given a chance to introduce which includes

comedic proverbs they “believe” in. the candidate with best introduction wins P

5,000.00. the candidates need to go three rounds in this segment to win the crown. First

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 round of the competition is the trivial questions where the first two candidates to answer

correctly will advance to the next round of the segment. For the second round, the two

candidates who advanced from the first round will be asked with outrageous questions

from a bowl. The candidate with the wittiest answer will be declared as the daily winner

and moved on to the final round. Lastly, the final round is a battle between the daily

winner and the reigning Ms. Q&A. In this round, one question will be asked to both

contenders and that question depicts social issues and current events. The winner will

be declared through the average scores coming from the panel of judges. If the winner

is the daily contender she will be crowned as the new Ms. Q & A but if the reigning Ms.

Q & A. managed to defend her title, more crowns will be added. When the reigning Ms.

Q & A managed to defend her title three times, she will advance to semi-finals. And if

she reached a total of ten crowns, the reigning queen will become a hall of famer and

will advance directly to grand finals.

Media Representation and Cultivation Theory

[ CITATION Ric17 \l 1033 ] of the University of Minnesota in the United States of America

defines “representations” as “the ways in which the media portrays particular groups,

communities, experiences, ideas, or topics from a particular ideological or value

perspective.” [CITATION Jos17 \l 1033 ]. Meaning, media representations should not only be

constructed on what is presented but also on their fundamental implications or how they

restructure a new reality.

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 Moreover, [ CITATION Ima12 \l 1033 ] strongly says that Parlor gay stereotypes are the most

ridiculed as they are represented as dressed in most flamboyant clothes, with color

palette of every bright color there is, while adorned with plastic jewels, and glass beads

that staple in almost comedy show, characterized by his fluent gay lingo. Furthermore,

according to the study of [ CITATION Mic131 \l 1033 ], Gender Representation in Philippine

Television Advertisement. Moreover, According to [ CITATION Mic131 \l 1033 ] among 135

countries, the Philippines ranked eighth in the Global Gender Gap Index by the World

Economic Forum. Philippines rank as the highest among other Asian countries.

Meaning, the Philippines really is doing a great effort in providing and promoting an

impact on the awareness of gender equality in all areas of social and governmental

empowerment especially in terms of opportunity, health, and education among the

Asian countries.

Despite the effort of the Philippine media to compose an equal and non-discriminating

programs for all genders. Yet, some of us endure being numb homophobic which could

seemingly condemns gays as wicked, malevolent, and unreasonable. Which sometimes

LGBT represents within the television setting that might have an empirical effect on the

audiences based on what they see on television and films and might believe that LGBT

community have this kind of impression. Moving images are proven effective carriers

of ideology, especially in mainstream media. Because of images presented

(representation) to the mainstream television the viewers and audiences may conclude

judgement that may cause irrational thinking towards our LGBT community to whatever

LGBT image presented which mirror social change in the Philippines.

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 According to [ CITATION Jos171 \l 1033 ] we can analyze and evaluate media and

information text based on the three components: Creator, Content, and Consumer

where we can analyze and evaluate meanings accordingly.

On the analysis, the afternoon comedy – bar - typed beauty pageant segment Ms. Q &

A: InterTALAKtic 2019 of “It’s Showtime” depicts images and meanings that conveys to

the consumer (heavy viewers and audience). First, Creator or the director, the producer,

the scriptwriter, and the hosts are obviously the one creating the content of the

segments. Second, the Content that portrays realities and meanings through various

techniques used in the production to entice the viewers. lastly, the Consumer or the

background of the consumer, how the media and information texts appeal to his/her

needs and interests, how he/she is reached by media and information, what will he/she

gain from them, and how he/she used or intends to use the media and information

received [ CITATION Jos171 \l 1033 ]. Some examples of the content of the segment being

used to represent LGBT community are as follows; first is the language which dealt in

constructing realities or worlds this may directly refer to the use of words and texts or

indirect use of images to construct new realities [ CITATION Ric17 \l 1033 ]. For example,

labeling gay as “parlorista” is unfair where most of gay people nowadays are successful

and inclined with professional jobs. In addition, Gay Lingo used in the segment to easily

understand that the contestants of the segment are Gays, Transwoman, or Bisexual

which shows importance to the image presented. Like “Beks in Chukchakan” or Best in

Introduction, “Beshies” or Contestants, “Beklaban” or Gay Fight, “Bekla, Bekla a-awra

ka ba? Oo, Oo a-awra ako”, “Beklamation” or Gay in Declamation, and lastly, the words

“I believe”. Thus, these terminologies can be adopted by the viewers and it can be used

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 for every day conversation. Second, image and appeal of the candidates, postures,

camera shots, and the setting of the stage may also indicate emphasis to the image

being represented as well as convey perspectives, contexts, and setting the mood.

Third, the speech, introduction and interviews of the candidates as well as the sound

effects of DJ MOD may also evoke happiness or may represent certain idea and create

a certain moods. Images may reflect certainly too positive versus negative value

orientations based on cultural codes and archetypal meanings [CITATION Ric17 \l 1033 ] For

example, the crown means empowerment or pageant, but this may mean otherwise to

another culture. It is imperative to realize that meaning exist in general public. [ CITATION

Jos171 \l 1033 ] Means that certain words are relative, or they mean different things to

different people. Interpreting images vary from one person to another. This happens

because we all come from different backgrounds, with different needs and orientations.

Thus, when we interpret media representations, we have to realize the milieu where the

interpreters are coming from.

Moreover, According to [CITATION Ger98 \l 1033 ] Cultivation theory states that exposure to

television cultivates perceptions of reality and that message elements are shown in a

consistent manner among different genres, which strengthens the cultivation effect. Well

in fact, [ CITATION Mic132 \l 1033 ] on the study of Representation in the Philippines

Bandura of Social Cognitive Theory suggests that most social behavior is learned

through direct as well as vicarious observation, such as watching television. Individuals

presents their behavior based on their interpretations, which contain evidence about

proper sexual role. [CITATION Ger98 \l 1033 ] argues that exposure to television cultivates

perceptions of social reality. Thus, Television, plays a major role in constructing the

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 visions of truth and providing us viewers an image of the world where there is social

norms, attitudes, behaviors, characters, and values that one might depict. Thus,

representation may shape the audiences and viewers awareness, apply, and provide a

greater impact to what they know and understand about a certain group. Gerbner also

points out on the study of [ CITATION Ima12 \l 1033 ] that television neither simply “creates”

nor “reflects”

The three LGBT - themed segments of “It’s Showtime” possess a significant influence

on the attitudes and belief of the viewers in our society. The more we absorb media, the

more we are influence and shaped by exposure to television, - as the media influence

us the more we creates and reflects “social reality”. Watching these LGBT - themed

segments influences the audiences, viewers idea, and perception every day in a way

audience and viewers can nurture the “pamimilosopo” way of the host, which may affect

how viewers and audiences communicate to one another. The degree towards an

attitude on a specific matter shaped and influenced by exposure to television. Another

thing posit is how they make fun of their contestants based on their looks just to entice

the viewers and audiences. Lastly, “Gay Lingo” being used, as mentioned above, might

the viewers and audiences which affects the way our language and culture. Cultivation

theorists posit that television viewing can have long-term effects that gradually affect the

audience [ CITATION Mas \l 1033 ] . Their primary focus was on the possessions on the

approaches of the observer as opposite to shaped comportment. The theory suggests

that persistent watching of television can tend to encourage a certain pattern about

viciousness in the realm.

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 Conclusion

In conclusion, the over-all segment may seem to empower the LGBT community to fight

against discrimination and equalize their rights as an individual. With more LGBT people

exposed to Mainstream Media, there is a higher chance for acceptance from the society

and eventually lose the stigma that surrounds the LGBT community to lessen

discrimination. The author also acknowledges the impact and efficacy of cultivation

theory in our society where the influence of television does still exist and can have long-

term effects that affects the audience. Cultivation may thought us (viewers and

audiences) attitudes that seems to be okay or accepted in our society where in fact we

accept as true that the world produced by television is an accurate representation of

the real world. This may harm the viewers and audiences to definitely believe what

producers, directors and the host re-presented reality based on the content behavior

and shaped the viewer’s attitudes and beliefs.

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City: Abiva Publishing House Inc.

Analyzing Representations in Media Texts. (2017). In J. R. II, Media and Information Literacy Empower
the Discerning Audiences (pp. 89-91). Quezon City: Abiva Publishing House, Inc.

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Gerbner, G. G. (1980). Aging with television: Images on Television, drama, and conceptions of social
reality. Journal of Communication, 30(1), 37-41.

Gerbner, G. G. (1998). Gender Representation in Philippine Television Advertisement. ResearchGate, 9.

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Merriam Dictionary . (1998).

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ResearchGate.

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