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MATERIAL SELF possessions, cars, home, body,
❖ "Diderot Effect" (one of the most
commonly- experienced phenomena
of consumption out there) has once
already taken hold of people.
❖ “the Introduction of a new
possession into a consumer's
existence will often result in a
process of spiraling consumption."
❖ In other words, the purchase of one
new item often leads to the purchase
of another.
The Material Self: Living in the Material
World
❖ For 19th century philosopher William
James (1842-1910), an individual's
selfhood can be broken down into
several fragments, with the material
self being one.
❖ Aside from the physical body, which
is considered its central constituent
unit, this facet of the self also
includes family and reputation but
also his material possessions
(clothes, house, lands, bank account
etc).
THE MATERIAL SELF
❖ All the physical elements that reflect
who a person Is, maybe
clothes are part of the material self
❖ Think of your material self as to that
of what you are clothed of, what
interests you or are passionate
about, what you spend for?
❖ For the "material self " objects help
make the person but they also show
what the person is made of.
Psychologists who study the impact of
wealth and inequality on human
behavior have found that money can
powerfully influence our thoughts and
actions in ways that we're often not
aware of, no matter what our economic
circumstances are (Gregoire, 2014).
Curtis (2017) manifested that cash can
have serious bearing on one's belief
regarding the way a person views
him/herself. The following are evidences
behind the idea that money truly can
change people:
a. Social and Business value
Hayman and Ariely (2004) stated that
there are two motivations for completing
a task. First is social. By seeing a task's
social value, a person it as a worthy
investment of time and is usually happy
to help out.
• When money is offared as the
motivation, people then start thinking
less of the social aspect and more about
the business value.
b. Self-sufficiency and Service
Those who are conscious of money
typically strive to be more self-sufficient
than those for whom money isn't a
priority.
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c. Self-view
The amount one earns could have an
effect on how he/she views the self and
others. The wealthiest people are those
with the deepest sense of class
essentialism - the idea that differences
between classes are based upon
identity and genetic rather than
circumstance.
d. Ethics
Those who perceive themselves to be in
a higher class were most likely to
engage in unethical behavior,
particularly when a symbol of wealth
was introduced such as cutting off a
pedestrian when in a luxury car.
Piff, 2012 in his study labelled the
behavior, "self-interest maximization" an
idea that suggests those who have the
most money or occupy higher classes
are more like to have a "what's in it for
me?" attitude. They actively work toward
the most benefit for themselves.
e. Addiction
Many addictions begin because a
person gets a positive response from a
certain type of behavior. Whether it's a
happy feeling that one gets from
shopping or a thrill that comes from
gambling, actively seeking out that
behavior again and again for the same
outcome can trigger an addiction. This is
called "behavioral or process addiction"
a compulsive behavior not motivated by
dependency on an addictive substance,
but rather by a process that leads to a
seemingly positive outcome.
SHAPING the Way, We See Ourselves:
The Roles of Consumer Culture on Our
Sense of SELF and IDENTITY
• Possessions and the Extended Self
If possessions are viewed as part of self,
it follows that an unintentional loss of
possessions, should be regarded as a
loss or lessening of self.
Goffman (1961) provides a thorough
review of the evidence of deliberate
lessening of self-manifested in such
institutions such as: mental hospitals,
home for the aged, military training
camps, boarding schools among others.
• Non voluntary loss of possessions
may bring about a diminished sense
of self is when possession are lost
due to theft or casualty. In case of
burglary victims Rosenblatt, Walsh
and Jackson (1976) suggest that a
process of grief and mourning may
follow the discovery of theft, just as
one might grieve and mour the death
of a loved one who had been a part
of one's life. What is lost in both
cases may be a part of self.
• Snatching of handbags
• Victims of natural disasters
• Immediate family
Living in a Material World
• This rationalizes our feeling of
sadness upon losing some of our
personal belongings.
• This is what William James, in the
face of material loss, considers the
"shrinkage of the personality".
• The is why we die a little every time
we lose some of our possessions.
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WEALTH AND WELL-BEING
Cycle of work and spend
• As what Juliet Schor (1988) puts it-
work more to buy more.
• The level of consumption is set
mainly by people's choices about
how much to work, and therefore
how much income to work.
• The income earned determines the
level of consumption.
The individual chooses the level of
working hours and the quantity of
consumption.
SPECIAL CASES OF EXTENDED SELF
1. Collections (“I Shop, therefore I
Am”)
• Collection has become a significant
activity in our consumer society as it
has more widely affordable through
the discretionary time and money
available to the general population
rather than just to the wealthy elite
(Mason, 1981).
• Goldberg and Lewis (1978, p. 64) go
further in suggesting that "Many
collectors who are inhibited and
uncomfortable in social interaction
themselves with favored objects
upon which they project human-like
qualities.
• A compulsive tendency urges them
the increasing desire to collect as
much as they could which gives
them a greater feeling of security and
therefore becoming a basis of the
sense of self and identity “I shop,
therefore 1 am; I have, therefore, I
am”.
2. Pets as Extended SELF
• Pets are regarded commonly as
representative of self and studies
show we attempt to infer
characteristics of people from
their friends (Foote, Heiman
1967). Others have observed
that, like people, pets are
regarded as family members
(Cain 1985; Friedmann and
Thomas, 1985, Hickerod and
Schmitt 1982).
3. Body Parts
• Body parts are among the most
central parts of the extended self.
• Csilxzentmilhalyl and Rochbero-
Halson (1901) proposed that
seemingly identical concept of
psychic energy investment to
describe the process of
identification with possessions of
any type.
• The loss of a limb is often viewed
by those from whom it has been
severed in Just this way (Parker,
1981; Schilder 1950). One is
literally and symbolically afraid of
being loss of a person following
an amputation.
Best Buys: Consumer Culture and the
Material Self
▪ In supermarkets and malls, we give
away what is essentially the material
manifestation of our labor (money) in
exchange for items.
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▪ We are made aware of these items
through commercial advertisements.
▪ Back then, our ideas about
consumer items are picked up from
print and TV.
▪ But with the advent of social media,
information on goods and services
are now able to reach us at a much
faster rate.
▪ In effect, advertisers need only to
strategically tap into our
smartphones.
▪ On the flip side, not every society
puts premium on material
consumption.
▪ In some agrarian societies, basic
subsistence is the way of Iife.
▪ Food is not so much bought as they
are planted and eventually
harvested.
▪ This stands in stark contrast with
contemporary Wester cultures, which
removes focus on austerity while
increasing emphasis on buying.
How Do I Decide What to Buy?
1. Five Stages in Philip Kotler's
(1980) Buyer Decision Process:
• Needs Arousal/Recognition
• Information Search
• Evaluation of Alternatives
• Purchasa Decision
• Post-purchase Behavior/Feelings
2. Information Search
• buyers begin to look around to find
out what's out there in terms of
choice
3. Evaluation of Alternatives
• sees the evaluation of the available
alternatives; the buyer then decides
upon a set of criteria by which to
assess each alternative
4. Purchase Decision
• buyer makes the final choice of what
to buy and from whom to buy it.
5. Post-purchase Behavior/Feelings
• The process continues even when
the product or service Is being
consumed by the individual or
business.
SUMMARY
• The MATERIAL SELF refers to all of
the physical elements that reflect
who a person is which includes one's
body, possessions and home. The
family, home, and clothes also come
from a person's material self.
Practical interests of a person is part
of one's material self which includes
the instinctive Impulse of collecting
property. Luxury and materialism are
by -products of the material.
• Materialism refers to the theory or
belief that nothing exists except
matter; its movements and its
modifications; the theory or belief
that consciousness and will are
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wholly due to material agency; a ❖ This can be a healing process that

tendency to consider material leads to a personal development.
possessions and physical comfort as
more important than spiritual values.
• As we shape the way we see THE SPIRIT AND SOUL
ourselves and develop our sense of
❖ As mentioned by L. Mercado (1994)
self and identity, reflecting on this
“the spirit in the Hebrew language is
familiar statement might help;
ruach or pneuma in Greek which
"PEOPLE ARE CREATED TO BE
means breath (breath of life).
LOVED AND THINGS WERE
❖ It is described as the disposition of
CREATED TO BE USED, the reason
an individual, a person’s habitual
why the world is in so much chaos
attitudes, as man’s supernatural
right now is because PEOPLE ARE
power which comes from God.
BEING USED, and THINGS ARE
❖ SOUL in Hebrew, nephesh or in
BEING LOVED".
Greek psyche originally meaning
‘throat’ or ‘neck’ which means
‘human life’.
SPIRITUAL SELF ❖ Modern psychology, it is described
as the ‘will, mind the seat of emotion,
❖ In search for one’s true identity, man can
conscience’
never do away from considering his
spiritual well-being He is composed of *Both spirit and soul mean life.
both body and soul.
❖ The concept of the soul is very
❖ The Body points to his relationship with
familiar to Filipinos. This is the
the material world.
nonphysical aspect of the person,
❖ The Soul is directed towards his
the complexity of human attributes
relationship with the spiritual world.
that manifests as consciousness,
thought, feeling, and will.
THE CONCEPT OF SPIRITUALITY *It is the person’s emotional and moral
nature, where the most private thoughts
❖ SPIRITUAL SELF is who we are at
and feelings are hidden.
our core. It is more permanent than
the other two selves (material and
social self).
The Filipino Traditional Understanding of
❖ Is our objective and most intimate
Soul
self.
❖ It is the aspect of self which develops ❖ According to Demetrio et al in the
a certain level of spirituality which is book of “The Soul Accord to
deemed as man’s way of seeking as Indigenous Filipino “, kaluluwa,
well as expressing the meaning and kararwa, kadkadduwa all come from
purpose of his life. the root word duwa, which means
two.

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❖ The soul has two existences - one
physical that is connected to the
human body and its life, the other is
spiritual where it exists on its own.
❖ The llocano kadkadduwa' is further
derived from the kadduwa, meaning
'companion'. The doubling of 'kad’
intensifies the nature of
companionship so that it means
'constant companion' or an
inseparable partner,' therefore an
attached companion of the living
person.
❖ The Tagalogs call the soul kaluluwa;
the Bagobos gimokud; the
Bukidnons, makatu; the Ilokanos
kadkadduwa or kararwa (inside
physical body); the llonggos,
dungan (if person is alive), and kalag
(if person is dead); and the
Visayans, dungan (willpower)
(Demetrio, et al 2011).
❖ For the Cebuanos, the soul is
referred to as kaluha, and the
Mindoro folks karadwa or kalag. For
the Kankanays of Cordillera, abi-
abiik is the termed used for the
spiritual self which is also applicable
to trees, stones, rivers etc which are
also believed to have abi-abiik.
❖ The dungan (not normally seen by
the human eye) for the llonggos
and Cebuanos sometimes comes
out of the body and takes on a visible
form such as that of an Insect like a
housefly or even a lizard.
❖ Alicia Magos (1986) as cited by
Demetrio et al (2011) also indicates
that another cause of the withdrawal
of the soul from the body is when the
body is badly maltreated. Magos
says that the Visayan dungan has a
secondary meaning of ‘willpower'. A
strong dungan is the intellectual and
psychological capacity to dominate
or persuade others to one's way of
thinking.
Two things are considered in the
evaluation of one's spiritual self: Belief
and Practice
➢ Belief – sets the foundation for
one's actions.
– Unlimited, no boundaries.
➢ Practice – action which
manifests one's belief.
– Limited by the laws and rules
BELIEFS IN SUPERNATURAL BEINGS
AND POWER
• Belief guides one in his moral
decisions and actions. (example:
Live in a community of same faith,
marriage, voting, political etc.)
• ex. Mass suicide committed by
members of a cult headed by Jim
Jones
1. Christians
➢ Man was created in the image of
God
2. Buddhism and Hinduism
➢ Man's goal is to reach Nirvana
➢ There is no personal God.
3. Muslim
❖ one who surrenders and submits to
Allah and his laws.
4. Protestantism
❖ Salvation through Jesus Christ
5. Indigenous beliefs
❖ Animism, inanimate objects are
worshipped.
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PRACTICE
• Worship – Celebrations
• Rites – Matrimonial
• Rituals- Funeral
• Sacrifices – Baptismal services
• Fiestas
• Trances
• Dances
• Meditations
They become religious practices when
they are considered sacred by the
practitioners.
Hence, relative on the religion.
Example: Burning incense, Holy
communion. Wine can be profane but
when used in mass, it becomes holy.
RELIGIOUS PRACTICE IN THE
PHILIPPINES
❖ Often incorporates different religious
practices. Thus, in one home one
can see Buddha, incense, altar,
Sto.Nino etc.
❖ The mixture and blending of different
religious practices made it confusing
as to what is biblical, spiritual,
traditional or cultural.
RITUALS AND CEREMONIES: WHY
DO WE NEED THEM?
Sosis 2004 Main benefit of rituals:
1. Promotion of cooperation
2. Signifies commitment (I will not be
doing these sacrifices if I wasn't
committed)
3. Gives assurance that members will
not be free riders. (Why will I do this if
you cannot trust me? Only believers and
those who will do their share will do
some of the rituals.)
RELIGION, MAGIC AND WITCHCRAFT
❖ Magic – (not the same as the illusion
or tricks). It is a method that interface
with the supernatural and by which
people can bring about particular
outcomes.
❖ Gives people a sense of control on
what is going to happen.
How does magic affect our spiritual self?
Ex. During exam: Student can go either
to religion and pray. Or go to magic and
do a ritual. How does one do magic?
Student will wear a shirt that has
brought him luck or use a ballpen, etc.
thinking that, by wearing that shirt, one
will pass.
WHY SHOULD I CONTINUE TO LIVE?
WHAT CAN I GIVE LIFE?
Viktor Frankl (1905-1997)
▪ Prisoner in the Nazi concentration
camps at Auschwitz and Dachau
(1942-1945)
▪ Parents, brother, wife, and children
died in the camps
▪ Logotherapy - existential approach to
psychological practice
▪ Rejects the deterministic view of
human nature (not fatalistic)
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"The main motivation why men continue - University of Santo Tomas (UST)
to live is the will to meaning." A person - University of San Carlos of Cebu
must see meaning in life.
The Philippines is not only the country in
Southeast Asia to gain Independence: It
WE CAN DISCOVER MEANING IN
is also the only country in the world
THREE WAYS.
known to hoist the flag upside down
1. CREATIVE VALUES during war.
❖ By creating a work or doing a deed-
find value in the things that we do.
2. EXPERIENTIAL VALUES THINGS WE CAN BE PROUD OF:
❖ By experiencing something or
▪ In terms of animals, our Philippine
encountering someone. When
eagle soon being the largest eagle in
people experience something
the world.
positive like goodness, love, beauty
▪ Longest snake
or just merely experiencing culture
▪ Longest reptile
and nature.
▪ Giant clams (almost 90 percent of
3. ATTITUDINAL VALUES
giant clam species in the world is
❖ By the attitude we take toward
found in the Philippines.
unavoidable suffering. This
emphasizes that even in suffering,
one can find meaning in life where
one can turn one's predicament into Filipinos are also known for
triumph. (ex, Sacrifice) greatness
▪ Dr. Jose Rizal
▪ Dr. Abelardo Aguilar helped in the
THE POLITICAL SELF discovery of antibiotic erythromycin
that has been saving millions or
Developing a Filipino Identity, Values,
people until today.
Traits, Community, and Institutional
▪ Carlos P. Romulo first Asian to
factors Establishing a Democratic
become President or the Limited
Culture
Nations
▪ Not mention the countless
professions, athletes, beauty titlists,
WHAT IS TRULY A FILIPINO
and artists.
IDENTITY?
Things that we can be proud of. These
With more than 7,100 islands
are among the oldest schools in the
world, they have outdated most of the ▪ The Philippines is known for this one
known schools today. particular island province —
CAMIGUIN, who has 7 volcanoes

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that outnumbered the number of
towns. (5)
▪ The country’s geography also
contributed to more than 170 spoken
languages and 200 ethnic groups.
Filipinos are known for being...
• Hospitable
• Joyful
• Cheerful – eagerness to connect
with one another
• Observe Christmas season from
September -mid-January – the
longest season in the world
• Though this does not give a
positive Impression, the
Philippines is considered as the
text capital of the world. The
number of text messages sent by
Filipinos everyday is sold to be
more than the text messages
sent by Americans and
Europeans combined.
We will now trace the historical roots
of our values, traits, and community
and institutional factors that affect
the Filipino identity.
❖ Role of the self in establishing a
democratic culture.
❖ PRIMARY GOAL: Help the self-
discover one's source of pride
national heritage from which one can
truly develop a political self with an
authentic Filipino.
Developing a Filipino identity
▪ PRE-COLONIAL ERA
➢ Flipinos were free.
➢ The system of government
was wide-ranging in small
units called balangay— a fern
derived from a wooden boat
used by a community of
families for their living.
▪ The notes of Antonio Pigafetta, the
scribe of the Spanish explorer
Ferdinand Magellan, revealed that
the natives of the Phlippine Islands
were autonomous and economically
prosperous.
▪ When Spanish colonizer, Miguel
Lopez de Legazpi made a kinship
pact, the sanduguan, the native
chieftain Sikatuna of Bohol, the pact
was initially understood as a mutual
promise, like brothers, helping one
another in times of need and
development.
▪ The blood compact was primarily
grounded on a Filipino value of
Katapatan (true to one’s promise).
For over three centuries the Filipinos
helped the colonizers.
• Build their military fortress
• Paid their taxes
• Joined their civilian guards
• Constructed their government and
religious infrastructures
However, the Spanish colonizers did not
remain faithful to the pact that they have
agreed with the Filipinos:
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➢ They required the natives to render
forced labor
➢ They have monopolized the market
by determining price of farm products
produced by the natives
➢ They have grabbed the lands of the
farmers
➢ They have limited the freedom of the
natives and they have kept the
Filipinos ignorant.
• Towards the end of the century under
the Spanish rule, a few educated
indios (Filipino natives)
• *reminded themselves of the original
kinship pact
• faithful to the traditional values and
traditions of the prosperous balangay
• *They manifested the value of
katapangan (courage) to fight back
against the oppressive rule of the
colonizers.
▪ The reformist Dr. Jose Rizal used his
talent and sidi as a poet and a writer
to enlighten the Filipinos about the
oppressive structures brought by the
colonizers.
▪ He burned in them the spirit of
pagka-makabayan (patriotism) once
again after centuries of
hopelessness and desperation.
▪ He trusted the Filipino intelligence
and banked on it to awaken the
consciousness of the people
▪ His satirical novels- NOLI ME
TANGERE and EL
FILIBUSTERISMO candidly depicted
the worsened tyranny, oppression
and domination of Filipinos under
colonial rule.
BLOODY REVOLUTION
➢ The philosophy honors more than
just the social contract existing
between the colony and the
colonizers. It seeks to uphold and
advocate the pact between brothers
to sustain kalayaan (liberty) and
pakikipagkapwa-tao (being faithful to
the goodness of the other)
➢ The Americans intervened to help
the Filipinos win the war and gain
liberation from Spain. 1898 the
country gained Independence Spain.
Japanese-sponsored Philippine
Republic
ESTABLISHING A DEMOCRATIC
CULTURE
❖ Pres. Jose P. Laurel cushioned the
impact of the atrocities and violence
constantly winning the trust of the
Japanese while faithfully serving the
suffering Filipinos. He was the
guerilla who fought his battle not in
the jungles but in the embattled
office in Malacañang.
❖ The defeat of the Japan in the World
War II also meant regaining the
Philippine Independence. Since then,
we struggled to rebuild our
communities and structures or our
democracy.
• Filipinos lived their liberated hopes
and dreams until the 1973 Marcos
Constitution. This placed the entire
nation under the authoritarian rule of
President Ferdinand Marcos.
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• The dictator initially delivered the
needs of the Filipino people by
improving infrastructures and
government systems. After 13 years
under Martial Law, the people
became fed up with so much
corruption, injustice, and violence.
That eventually led to EDSA
Revolution.
• The People Power in EDSA remains
to be compelling messoge to the
world that the Flipinos value freedom
dearly.
• The historical People Power
Revolution guided the Promulgation
of the 1987 Constitution.
▪ From the time of President Corazon
C. Aquino up to the present
President, Filipinos became vigilant
and watchful to safeguard the
democratic processes in the
government and communities.
▪ The people's assertions to peaceful
and assertive means of participation
to democratic election and
representation are healthy
indications that the Filipinos have
matured in their quest for real
independence.
▪ In recognition of the importance of
PEOPLE POWER and the
fortification of democratic culture, the
1987 Constitution ensures the
following:
1. That the government shall afford
all protection of Filipino workers
here and abroad, and provide
equality of employment
opportunities (Art XIlI Sec 3).
2. That everyone guarantees the
right of workers to self-
organization, collective
bargaining and negotiations, and
peaceful concerted activities in
accordance with law. (Art XIII Sec
3).
3. That institutions recognize the
rights of farmers and land
owners, as well as cooperatives
and farmer's organizations (Art
XIII Sec 3).
4. That authorities protect the rights
of subsistence fisherfolks (Art XIII
Sec 7).
DEMOCRACY
▪ is described as the awareness and
understanding that the self and
community are both the foundation of
a democratic practice and the result
of it.
Attributes of a democratic society:
✓ Empowerment of the people
✓ Consultation
✓ Popular decision-making
✓ Total development
✓ Delivery of services
✓ Far and impartial system of justice
✓ Accountability of public officials
✓ Promoting respect for the rights of
others
✓ Concern for their welfare
✓ Unity, justice, and equality.
• The vibrant history of our nation
emphasized out fidelity to our
promises and our desire to attain
independence.
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