ARTS

QUARTER 3 – MODULE 1
MELC: Identifies the various media-based arts in the Philippines.
PART I.

A. Introduction:
In this module, you will explore the modern techniques and trends in photography, film, print media,
digital media, and product and industrial design. Most notably the talent, creativity, and quality
workmanship of Filipino artists and designers in all these fields will be recognized and celebrated. Not only
have these brought Philippine artistry to the world’s attention; they have also opened up an entire range of
opportunities for young Filipinos to develop and apply these talents – and earn a living doing so.
Technological advances continue to be a major driving force in the directions that each of these arts
forms has taken. Among the results have been exciting innovations in materials manipulation, coloring and
embellishment techniques, and creation and production processes applied to all today’s media – whether
physical and tangible, or virtual in cyber space.
B. Discussions:
Media-based art developed through time, some parts of the world may have embraced its advantages
earlier compared to others, but nonetheless, it is evident how changes in medium and forms of art dependent
upon it have allowed the creative minds of Filipino filmmakers, animators and cartoonist to realize that there
is no boundary in their field of art because it grows, develops and changes as time progress.
Technology is truly an integral part in the development, progress, and growth of media-based art such
as print media, comics, and film in the Philippines as well as the innovation in the products and industrial
designs of artists in the country. Through it, our artists are able to find the limitless opportunity and motivation
they need by having sufficing access with the equipment and acknowledgment they ought to have in order to
continue their art as it is not just for them, but also for those who will see and be influenced by it. Having
witnessed such exemplary creation by Filipino artists that did nothing, but improved over time would make
us wonder what more will come and what should we expect in the future from our beloved artists as we know
that as time pass by and technology becomes more improved and upgraded, quality of the produced product
will also improve along with it.
Media- based Arts and Design in the Philippines

This will provide an overview of the phenomenal capabilities and possibilities of the electronic or digital
media available in today’s technology- driven world. These have enabled amazingly innovative art forms to
evolve far beyond traditional painting, sculpture, and architecture.
As quickly as technology is able to develop new devices, gadgets, and techniques, modern artists and
designers adapt them to enhance their creative expression.
1. PHOTOGRAPHY

It is a method of recording the image of an object through the action of light. Focusing a camera, a
subject and clicking the shutter is photography as process. The word, derived from the Greek photos (“light”)
and graphein (“to draw”), was first used in the 1830’s. Photography is an art form that came in the late 1800’s
with “series photography” and the invention of celluloid strip film. Photography as art is discerning a
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significant moment or a unique expression, framing it in the camera viewfinder with an eye for composition,
and then clicking the shutter.
2. FILM

Another art form which has risen to tremendous heights within the last century is film or cinema. As
its early name “motion pictures” declared, film brought yet another dimension into play – that moving
images. The possibilities of this medium created a new art form that was to become a powerful social and
economic force, and a legacy of the 20th century to the world.
A Technology-driven Art

Cinema, just as all modern arts, has been greatly influenced by technology. In the case of cinema,
however, it is an art form that came in the late 1800s with “series photography” and the invention of celluloid
strip film. This allowed successive still photos of a moving subject to be compared on a strip of film advancing
a single camera. The need to view these moving images led to the rise of the Kinetoscope, a peepshow cabinet
with an eyehole through which these earliest “movie” could be viewed one person at a time. A motor inside
the cabinet moved the film strip along in a loop, with an electric bulb providing one technological advancement
after another. The French developed the “cinematographe,” a handcracked camera, printer, and projector all
in one that lightweight enough to bring outside the studio.

3. ANIMATION

Animation is the process of creating motion and shape change illusion by means of the rapid display of
a sequence of static images that minimally differ from each other. The illusion—as in motion pictures in
general—is thought to rely on the phi phenomenon. Animators are artists who specialize in the creation of
animation.
Animations can be recorded on either analogue media, such as a flip book, motion picture film, video
tape, or on digital media, including formats such as animated GIF, Flash animation or digital video. To display
animation, a digital camera, computer, or projector are used along with new technologies that are produced.
Animation creation methods include the traditional animation creation method and those involving stop
motion animation of two and three- dimensional objects, such as paper cutouts, puppets and clay figures.
Images are displayed in a rapid succession, usually 24, 25, 30, or 60 frames per second.
Many TV shows today use animation and animation gives them that more of a unique look, allowing
them to do more than what they could do with actors.
4. PRINT MEDIA
Alongside the digital media forms discussed above, there remains to more conventional form known as
print media. Include here are large-scale publications such as newspapers, magazines, journal, books of all
kinds, as well as smaller-scale posters, brochures, flyers, menus, and the like. Of course, all of these now have
their digital counterparts that may be accessed and read on the internet.

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Advertising
One major field that still relies heavily on print media is advertising. Despite the soaring popularity and
seemingly limitless possibilities of online advertising and social media, Philippine artists are still called upon
to create advertisements that will be physically printed. These appear in newspapers, magazines, posters,
brochures, and flyers—each with their specific target readerships and markets, and highly-specialized
approaches for reaching these target groups.

Comic Books
Another field of print media that highlights the artistic gifts of Filipinos is that of comic books, or
komiks as they are locally referred to. The popularity of Philippine comics began in the 1920s when Liwayway
magazine started featuring comic strips, such as Mga Kabalbalan ni Kenkoy (The Misadventures of Kenkoy)
created by Tony Velasquez went on to be recognized as the “Father of Filipino Comics.”

Mga Kabalbalan ni Kenkoy

With the coming of the Americans to the country, local comics were clearly influenced by popular U.S.
comics with superheroes as the main characters --- resulting in local counterparts such as Darna and Captain
Barbell.
Even decades before, however, komiks creators had already introduced characters, themes, and story
lines from Philippine folklore, mythology, and history. With books and libraries not yet readily accessible to
a majority of the Filipino public, comics became a major form of reading material around the country, avidly
read and shared by young and old alike.

5. INNOVATION IN PRODUCT AND INDUSTRIAL DESIGN

Yet another breakthrough arena for Filipino imagination, ingenuity, and innovativeness in recent
decades has been that of design. Specifically, this encompasses product and industrial design as applied to
furniture, lighting, and interior accessories, as well as fashion from haute couture to bridal ensembles to casual
wear. As a result, a number of Filipino designers have risen to superstardom both locally and internationally.

C. Readings
Independent films, animation, and cartoons are some of the arts that are based on media. Thus, they are
executed through a medium which may vary depending on the form of art. It is an unrecognized fact that films
made form specific countries inevitably portray the social and/or economic status of the country of origin.
Such a statement can be supported by how in 1999, the Philippines was the fourth-largest film producer in the
world, but it decreased dramatically to 89 in 2001, and lowered since. Despite the struggles the film industry
in the Philippines undergone, revival was found through the role of technology. Technology paved the way to

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allow Filipino filmmakers to invent and create stories far from the normal plot by having great accessibility in
terms of film production. It made filmmaking easier and affordable whereas even first-time directors are able
to make and produce their own films without the fear of the film being unrecognized from other films of
known directors since the technology did not just make filmmaking easier, but also allowed distribution and
duplication of any film made. Due to the development from celluloid to digital, new generation filmmakers
are able to excel outside the mainstream or commercially appealing films. Such films are known as
independent (“indie”) or alternative films. Different independent films made a remark on the history of film
in the Philippines, some of which are Mababangong Bangungot, directed by Eric De Guia, also known
as Kidlat Tahimik. Maryo Delos Reyes who received 50 awards with the film, Magnifico which was presented
to the public in 2003, is continuously touching hearts and lives up to the current generation.
Print media is an umbrella term for any publication in the form of magazines, newspapers, brochures,
comic books and many more. The content of such forms is informative, documentary and entertaining.
Advertising is another form of print media that is highly utilized today. It is an important part of the business
industry with the goal of their product to be recognizable to the masses so that they can gather permanent
or local customers who will trust their product. Behind any product produced are people who work to produce
such quality outputs. Two roles are found in an advertising firm and an integral part of the process of making
an advertisement, the art director and the copywriter. The art director and copywriter work collaboratively to
create a plan and concept that would lead to a unique advertisement.
It is an undeniable fact that comic books are a big part of the childhood of Filipinos born before children
were nourished with gadgets as young as they are undergoing maturity from a baby to a teen. In the Philippines,
comic began with the publication of Komiks in 1920s. They presented serialized stories in a wide variety of
genres. Romualdo Ramos, a Filipino writer, and Antonio Velazquez, a visual artist were the pioneers of the
art of comic books in the Philippines. Kenkoy is a prominent comic character that was created collaboratively
by the two artists mentioned above. The Philippine Animation Studio, Inc. (PASI) was established in 1991
and has since collaborated on numerous animation projects and series with foreign partners. Among these
have been Captain Flamingo, Producing Parker, Groove High, and Space Heroes Universe.
Among the other exciting milestones in the fast-emerging Philippine animation industry was the
creation in 2008 of Urduja, an animated film adaptation of the legend of the warrior princess of Pangasinan.
Produced by APT Entertainment, Seventoon, and Imaginary friends, Urduja is recognized as the first fully-
animated Filipino film, created by an all-Filipino group of animators using the traditional (hand-drawn)
animation process with some 3D effects.
Media-base Arts is the study of human communication through film, photography, video, audio,
computer/digital arts, and interactive media. Creatively, students employ the elements of space, time, light,
motion, color, and sound to express their perspectives, feelings, and ideas.
Students create visual representations that communicate, challenge and express their own and others'
ideas, as both artist and audience. They develop their perceptual and conceptual understandings, critical

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reasoning and practical skills through exploring the world through the media arts. In practice, it gives you
opportunities to create, share and evaluate media artworks that respond to individual, group or community
needs and issues. This subject involves engaging with school and/or local communities, and where possible,
provides opportunities to learn from practicing media artists.

D. Examples
PHOTOGRAPHY

“Into the Green Zone,” Tapan's 1st Place winning image in the
20111 National Geographic photo contest.

http://www.nomadperspectives.com/2013/08/interview-with-travel-
photography-guru.html#.YEeHC07ivIU

FILM
KINETOSCOPE

https://todayinottawashistory.wordpress.co https://en.wikipedia.org/wiki/Manila_in
m/tag/kinetoscope _the_Claws_of_Light

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ANIMATION

https://www.imdb.com/title/tt1735221/revi https://en.wikipedia.org/wiki/Dayo:_Sa_
ews Mundo_ng_Elementalia

PRINT MEDIA

https://news.abs-
cbn.com/life/11/21/19/classic-filipino-strip-
kenkoy-is-one-of-komikon-grandes-
highlights
INNOVATIVE AND INDUSTRIAL DESIGN
https://zaqcruz.blogspot.com/2019/11/the-
media-based-arts-and-design-in.html
kenkoy-is-one-of-komikon-grandes-
highlights

https://boutique.humbleandrich.com/josie-natori-
http://www.kennethcobonpue.com/designs/col
fall-2019/of-komikon-grandes-highlights
lections/yoda/easy-chair/kenkoy-is-one-of-
komikon-grandes-highlights

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II. Activity Proper:

Activity 1. Directions. Look for the different media-based arts found on the box. Encircle the words found and write your
answer on a separate sheet paper of paper.

P H O T A G R A P H Y A S D E N

R W M T A Q W E R T Y U I I G O

Y E M Y Q W E R T T Y U I I U I

U R N U R T Y U F I L M S E R T

G T N I Z X C V B N M E A S F A

H A B O Q W E R T T D Y U I O M

J M V P A S D F G L G H J K L I

K E C P W E R T A T Y U I O P N

L N X S Q W E I W E R T Y I A

A I Z A P R I N T M E D I A I

S C P F R T Y U I O P O P P O U

D Y O G S Q W E R T Y U U K J Y

F U I U H J K Q W E R T Y U I G

Y I D K L P R E W Q A S D F G H

U N U D F G H J K L Z C V B N M

I Y Y K I N E T O S C O P E C V

ACTIVITY 2. Directions: Arrange the jumbled letters to get the correct answer. Write your answer on a separate sheet of
paper.

______________________1. It is a method of recording the image of an object through the action of light
TGHRAHYPOOP
______________________2. It is an art form that came in the late 1800s with “series photography” and the invention of
MCNAEI
celluloid strip film.
______________________3. It is the process of creating motion and shape change illusion by means of the rapid display
OIMAATNIN of a sequence of static images that minimally differ from each other.
______________________4. One major field that still relies heavily on print media.
AVRSNIEGDIT
______________________5. Include here are large-scale publications such as newspapers, magazines, journal, books of T
PI R N ADMI E all kinds, as well as smaller-scale posters, brochures, flyers, menus, and the like.

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 8
1. Photography
2. Cinema
3. Animation
4. Advertising
5. Print Media
Activity 2
P H O T A G R A P H Y N
G O
I I
F I L M S T
E A
A D M
M L I
E A N
N I A
I P R I N T M E D I A
C T
S
U
D
N
I K I N E T O S C O P E
Activity 1 – WORD HUNT
Key to Corrections
III. SUMMATIVE EVALUATION:

A. Directions: Write the letter of your answer on the space provided before each number.

______1. The method of recording image of an object through the action of light, or related radiation on a light-
sensitive material.
A. Calligraphy
B. Cinematography
C. Filming
D. Photography
_______ 2. The art of selecting the precise sections of film.
A. Acting
B. Cinematography
C. Editing
D. Production Design
_______3. The art of film camera or the work behind the scenes.
A. Acting
B. Cinematography
C. Editing
D. Production Design
______4. A field of print media that highlight the artistic gifts of Filipinos and was popularized in 1920’s
through Liwayway Magazine.
A. Brochures
B. Comics
C. Flyers
D. Newspapers
______5. A non-profit organization aims to create an identity for the Filipinos.
A. Animation Council of the Philippines Inc. (ACPI)
B. Pacific Asia Tourism Association (PATA)
C. Philippine Animators Studio, Inc. (PASI)
D. Technical Education and Skills Development Authority (TESDA)
_______6. An animated film adaptation of the legend of the warrior princess of Pangasinan.
A. Dayo
B. Urduja
C. Princess Santa
D. RPG
_______7. It is also known as technology driven art form.
A. Cinema
B. Filmmaking
C. Photography
D. Print media
_______8. One major field that still relies heavily on print media.
A. Advertising
B. Book Design
C. Comics
D. Illustration

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________9. A process of developing from a raw material to a conventional design.
A. Designing
B. Filmmaking
C. Innovation
D. Invention
________10. A peepshow cabinet with an eyehole where the first movies developed.
A. Celluloid strip
B. camera
C. film
D. Kinetoscope

B. Directions: Write True if the statement is correct, if not; Change the underlined word or group of words
with your best answer. Write your answer on the blank provided.

1. Urduja is an animated film adaptation of the legend of the warrior princess of Pangasinan.
2. Focusing a camera at a subject and clicking the shutter is photography as process.
3. The public response to motion pictures was immediate and enthusiastic.
4. The Philippines was the third-largest film producer in the world.
5. The popularity of Philippine comics began in the 1930s.

C. Directions: Answer the questions below.

1. What are the different media-based arts in the Philippines?

a. ______________________
b. ______________________
c. ______________________
d. ______________________
e. ______________________

2. Identify the following pictures below. What media-based is being presented in each image? Write your answer on the
blank provided.

a.________________________ b. ________________________ c. ______________________

d.________________________ e. ________________________
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References

Books:

SUNICO et.al. Horizons Music and Arts Appreciation for Young Filipinos Grade 10 Teachers Guide

Electronic Sources:
https://zaqcruz.blogspot.com/2019/11/the-media-based-arts-and-design-in.html
http://www.nomadperspectives.com/2013/08/interview-with-travel-photography-guru.html#.YEeHC07ivIU
https://www.rappler.com/life-and-style/george-tapan-master-travel-photographer
https://www.rappler.com/life-and-style/george-tapan-master-travel-photographer
https://greatgreths.wordpress.com/2012/03/03/philippines-the-beautiful-by-john-k-chua/
https://www.google.com/search?q=MANNY+ LIBRODO+WORKS&tbm
https://pbase.com/manny_librodo/image/72930145
https://todayinottawashistory.wordpress.com/tag/kinetoscope
https://en.wikipedia.org/wiki/Manila_in_the_Claws_of_Light
https://www.imdb.com/title/tt1735221/reviews
https://en.wikipedia.org/wiki/Dayo:_Sa_Mundo_ng_Elementalia
http://hoopercomicart.blogspot.com/2015/04/mars-ravelo-legacy-of-filipino-komiks.html
https://news.abs-cbn.com/life/11/21/19/classic-filipino-strip-kenkoy-is-one-of-komikon-grandes-highlights
http://www.kennethcobonpue.com/designs/collections/yoda/easy-chair/
https://boutique.humbleandrich.com/josie-natori-fall-2019/
http://www.couturenew.com/rajo-laurel
https://dittachannel.com/journeys/2016/4/4/thats-a-wrap-in-vogue

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