ART APP FINALS 1.

Myth-the body of stories and epics originating from

the 7000 islands that form part of the Philippine
Supplementary Reading archipelago. Philippine mythology tries to explain the
nature and functioning of the world through various
Literature in the Philippines stories revolving around gods, mortals and other
Philippine literature is the literature associated with the mythological creatures. The majority of these myths
Philippines and includes the legends of prehistory, and the were passed on through oral tradition, and
colonial legacy of the Philippines. Pre-Hispanic Philippine preserved through the aid of community spiritual
literature were actually epics passed on from generation to leaders, shamans, priests and village elders.
generation originally through oral tradition. However, wealthy
families, especially in Mindanao were able to keep transcribed
copies of these epics as family heirloom. One such epic was
the Darangen, epic of the Maranaos of Lake Lanao. Most of
the notable literature of the Philippines was written during
the Spanish period and the first half of the 20th century in the
Spanish language. Philippine literature is written in Spanish,
English, Tagalog, or other native Philippine languages.

Literary forms in Philippine Literature

Pre-history- Pre-colonial inhabitants of our islands showcase a

rich past through their folk speeches, folksongs, folk
narratives and indigenous rituals and mimetic dances that
affirm our ties with our Southeast Asian neighbors.

Riddle- tigmo in Cebuano bugtong in Tagalog, paktakon in

Ilongo and patototdon in Bicolano, is the most seminal literary
form in the Philippines.

Talinghaga- or metaphor " reveals subtle resemblances

between two unlike objects " and one ' s power of
observation and wit are put to the test.

Tanaga- the extended form of metaphor, a mono-riming

heptasyllabic quatrain expressing insights and lessons on life
is " more emotionally charged than the terse proverbs and
thus has affinities with the folk lyric."

Folk song-a form of folk lyric which expresses the hopes and
aspirations, the people ' s lifestyles as well as their loves.
These are often repetitive and sonorous, didactic and naive as
in the children ' s songs or Ida-ida (Maguindanao), tulang
pambata (Tagalog) or cansiones para abbing (Ibanag).
Other folk songs are the drinking songs sung during carousals
like the tagay ( Cebuano and Waray); dirges and lamentations
extolling the deeds of the dead during the kanogon( Cebuano)
or the Annako (Bontoc).

Folk narratives- stories in the oral tradition, or tales that

people tell each other out loud, rather than stories in written
form. They ' re closely related to many storytelling traditions,
including fables, myths, and fairy tales

Four Folk Narratives

1. Myth
2. Legend (Alamat)
3. Folktale (Kwentong Bayan)
4. Folk Epic (Epiko
2.Legend (Alamat)-a story about human events or actions helped usher in the Philippine revolution resulting in the
that has not been proved nor documented in real history. downfall of the Spanish regime, and, at the same time planted
Legends are retold as if they are real events and were the seeds of a national consciousness among Filipinos.
believed to be historical accounts. They usually tell stories
about things that could be possible, so both the storyteller
and the audience may believe they are true.
Examples:
 Alamat ng Pinya
 Alamat ng Araw at Gabi (Adlaw at Bulan)
 Alamat ng Sampaguita Alamat ng Sampalok

3. Folktale (Kuwentong bayan)- a story originating in popular

culture, typically passed on by word of mouth that' s common
to a specific culture and often passed along orally (preferably
around a crackling fire, if you ask us). Folktales often contain a
lesson to be learned, and can take many forms, like fables, tall
tales, and even ghost stories.
 Bilaan: The Story of the Creation How the Moon and
Stars Came to Be In the Beginning
 Mandaya: The Children of the Limokon
But if Rizal' s novels are political, the novel Ninay (1885) by
 Bukidnon: How the Moon and Stars Came to Be In Pedro Paterno is largely cultural and is considered the first
the Beginning The Flood Story Filipino novel.
 Igorot-The Serpent Eagle
Most Popular Literature in the Philippines; Ranked:
4. Folk Epic (Epiko)-These refer to stories that tell about the
exploits and adventures of a hero and are said to be the most Florante at Laura (48 points)
valuable form of ancient literature. -Written by Francisco Balagtas, this epic poem is considered
Examples: Biag ni Lam-ang (Ilokano), Hudhod & Alim (Ifugao), one of the masterpieces of Philippine literature in Tagalog.
Kabuniyan & Bendian (Ibaloi, Benguet), Kumintang (Tagalog), Author: Francisco Balagtas
Ibalon & Aslon (Bikol), Maragtas, Haraya, Lagda & Hinilawod Publication Year: 1838
(Bisaya), Hari sa Bukid (Negros), Dagoy & Sudsud (Tagbanua
of Palawan), Darangan (Muslim) Noli Me Tangere (32 points)
A novel written by José Rizal, one of the Philippines ' national
These epics revolve around supernatural events or heroic heroes, it' s a work that directly criticizes the Spanish colonial
deeds and they embody or validate the beliefs and customs rule and the church in the Philippines.
and ideals of a community. These are sung or chanted to the Author: José Rizal
accompaniment of indigenous musical instruments and Publication Year: 1887
dancing performed during harvests, weddings or funerals by
chanters. The chanters who were taught by their ancestors El Filibusterismo (31 points)
are considered "treasures " and/or repositories of wisdom in -The sequel to Noli Me Tangere, this novel by José Rizal
the communities. continues to address the issues of the Filipino society under
Spanish colonial rule.
Epics come in various names: Guman (Subanon); Darangen Author: José Rizal
(Maranao); Hudhud (Ifugao); and Ulahingan (Manobo). Publication Year: 1891
The winds of change began to blow in 19th century Dekada '70 (13 points)
Philippines. -A novel by Lualhati Bautista that portrays a Filipino family
struggling during the martial law in the Philippines.
Filipino intellectuals educated in Europe called ilustrados Author: Lualhati Bautista
began to write about the downside of colonization. This, Publication Year: 1983
coupled with the simmering calls for reforms by the masses
gathered a formidable forces of writers like Jose Rizal, Ibong Adarna (9 points)
Marcelo H. del Pilar, Mariano Ponce, Emilio Jacinto and -A mythical narrative poem about a magical bird, it is a well-
Andres Bonifacio. known Filipino epic that is often studied in schools in the
Philippines.
This led to the formation of the Propaganda Movement Publication Year: 17th century
where prose works such as the political essays and Rizal' s two
political novels, Noli Me Tangere and the EI Filibusterismo
Banaag at Sikat (5 points) A novel by Lope K. Santos that
deals with the social issues of labor and the struggle between
socialism and capitalism in the Philippines.
Author: Lope K. Santos
Publication Year: 1906
What is a National Artist?
A national artist is a Filipino citizen who has been given the
rank and title of National artist in recognition of his or her
significant contributions to the development of Philippine
Arts and Letters.
What is the Order of National Artists?
-Orden ng Gawad Pambansang Alagad ng Sining
-A rank, title and a wearable award that represents the
highest national recognition given to Filipinos who have
distinct contributions in the field of arts and letters.
The Insignia of the Order of National Artists
-Composed of a Grand Collar
featuring circular links
portraying the arts, and eight-
pointed conventionalized
sunburst suspended from
sampaguita wreath in green and
white enamel.
The Insignia of the Order of National Artists
The medallion is divided into three equal portions, red, blue
and white, recalling the Philippine flag.
Three stylized letter Ks- the KKK stands for the CCP’s motto
Katotohanan, Kabutihan, Kagandahan- First Lady Imelda
Marcos, CCP’s founder
What is CCP in contemporary art?
The Cultural Center of the Philippines (CCP) is the premiere
showcase of the arts in the Philippines. Founded in 1969, the
CCP has been producing and presenting music, dance,
theater, visual arts, literary, cinematic and design events from
the Philippines and all over the world for more than forty
years
Honors and Privileges
1. The rank and title of National Artist, as proclaimed by the
President of the Philippines.
2. The insignia of a National Artist and a citation.
3. Lifetime emolument and material and physical benefits
comparable in value to those received by the highest officers
of the land such as:
a. Cash award of 100.000 pesos for living awardees b. Cash
award of 75,000 pesos for posthumous awardees, payable to
legal heirs
c. A monthly life pension, medical and hospitalization
benefits
d. Life insurance coverage for Awardees who are still
insurable
e. A state funeral and burial at the Libingan ng mga Bayani f.
A place of honor.
National Artists for Literature
the highest national recognition given to Filipino writers who
made significant contributions to the development of
Philippine Literature.
AMADO V. HERNANDEZ- Hagonoy, Bulacan (1903-1970)
 National Artist for Literature - 1973
 Poet, Playwright, Novelist
 He practiced "committed art" and he was known as
the "Manunulat ng Manggagawa."
 In his view, the function of a writer is to act as the
conscience of the human spirit in the face of inequity
and oppression.
 His works talked about the struggles of Filipino
 laborers works: Isang Dipang Langit, Luha na Buwaya,
Mga Ibong Mandaragit (first Filipino Socio-Political
Novel that exposed the ills of the society.)
"At ito ang tanging daigdig ko
ngayon - Bilangguang mandi'y
libingan ng buhay:
Sampu, dalawampu, at lahat ng
taon.. Ng buong buhay ko'y dito
mapipigtal.
Ngunit yaring diwa'y walang
takot-hirap At batis pa rin itong
puso
Piita'y bahagi ng pakikilamas.
mapiit ay tanda ng di pagsuko.
(Excerpt from Isang Dipang
Langit.
1952)
JOSE GARCIA-VILLA Singalong, Manila (1908-1997)
 National Artist for Literature - 1973
 Known as DOVEGLION
 known as the COMMA Poet
 He was the finest contemporary poet regardless of
race and language.
 He introduced the reversal consonance and comma
poems "First, a poem must be magical, then musical
as a seagull, and it must hold a five as well."
 Works: Footnote to Youth, Many Voices, Have Come,
Am Here. The Anchored Angel
NICK JOAQUIN Paco, Manila (1917-2004)
 National Artist for Literature - 1976
 The most distinguished Filipino writer in English
writing; known as Quijado de Manila
 His contribution: exploration of the Philippine
colonial past under Spain and his probing into the
psychology of social danger as seen by the young.
 He has written plays, novels, poems, short stories,
essays, reportage and journalism
  Works: The Woman Who Had Two Navels, Ballad of
 the Five Battles, Rizal in Saga, Almanac for
 Manilenos, Cave and Shadows (about Martial Law
time), Summer Solstice

Other National Artists for Literature

 Carlos P. Romulo (1982)

 Francisco Arcellana (1990)
 Rolando S. Tinio (1997)
 Nestor Vicente Madali Gonzalez (1997)
 Levi Celerio (1997) Edith L. Tiempo (1999)
 F. Sionil Jose (2001)
 Virgilio S. Almario (2003)
 Alejandro Roces (2003)
 Bienvenido Lumbera (2006)
 Lazaro Francisco (2009)
 Cirilo F. Bautista (2014)
 GENDER AND SOCIETY
Overview
In simple words, popular culture can be understood as a set of
cultural products, practices, beliefs, and objects dominating society.
It affects and influences the people it comes across towards these
sets of objects or beliefs. From music to dance, movies, literature,
fashion, it encompasses everything that is believed and consumed by
the majority of people in any society.
The importance of popular culture is seen in the way it impacts
society. In influences peoples' choices, the clothes they wear, the
food they eat, the music they listen to. There exist two views about
its meaning. It brings a large number of heterogeneous people
coming for differing social backgrounds to see themselves as a
collective unit, a social group. It unites the people playing an
inclusionary role and gives them a sense of identity. It not only
provides self-satisfaction but also helps in building a communal
bonding.
Contemporary popular and mass culture has to be differentiated
from traditional folk culture. Popular and mass culture by definition
has been denigrated as an "impoverished". While manipulation is no
doubt a key feature of 'mass culture' one should not overlook that
those who are supposed to be manipulated often find very creative
ways of using the material offered by 'mass culture'. Just as "folk"
culture is not as static as some previous superficial accounts might
have suggested, 'mass culture' too, is constantly shifting and
changing. Many cultural critics have maintained that on the global
plane there is an attempt to create a uniform thinking, a One-Idea-
system.
When talking about a commercial culture, one needs to remember,
that while this culture is no doubt the dominant culture of today,
nevertheless it is not equally accessible to all. Therefore, traditional
culture is seen by some as a means to shape their own identity and
to resist the pull of a global culture that more and more denies such
local identities. The cultural elite, which is marginalized by the
culture industry of the metropolis is therefore often outspoken in the
condemnation of global culture and calls for a return to old national,
continental ("African", "Latin-American", "European" etc.) and
religious indigenous cultures.
The idea of popular culture can be spread through or generate from
various sources including films, television programs, pop music,
sports, books, radio, games and sports, the internet, etc.
The idea of popular culture can be spread through or generate from
various sources including films, television programs, pop music,
sports, books, radio, games and sports, the internet, etc.
Commercial culture refers specifically to advertising forms of
mediated culture: culture designed to sell a product. By this
definition, advertisements are commercial culture.
Commercial culture also results when obvious advertising and
promotional influences intrude on non-advertising forms
Etymology:
From Middle French commerce, borrowed from Latin commercium
("commerce, trade"), from com- ("together") + merx ("good, wares,
merchandise"); see merchant,
mercenary.
Commercial culture is said to perpetuate the existing social and
economic structure by making its principles the dominant and
unquestioned ideology, suppressing any indications of its evils and
impermanence, and lulling the masses of the population into a
mindless acceptance of the status quo. It inhibits the ability of
creative people to express themselves by subordinating their talents
to the demands of the market.
It favors vulgarity and the commonplaces, and give experiment and
innovation. It moves media content toward the lowest common
denominator, suppressing variety in taste and opinion. These are
strong indictments. To tackle them head on requires putting the
whole social order in the defendant's box along with the media
system that is its voice. One need not to go that far to acknowledge
that the charges are so serious and so recurrent that they cannot
easily be dismissed.
What are examples of commercial culture?
Heavy-duty marketing, corporate ownership, and predictable
production pro- cesses of cultural products are involved. By this
definition, commercial culture is huge. It would include the big
blockbuster film, the highly promoted network television show,
and the mass-market paperback romance novel.
OBJECTIVES OF COMMERCIALISM
1. TO INFORM
- Informative advertising uses proven facts or features to advertise
products or services. A company might provide a logical reason why
a customer might purchase a product.
2. TO PERSUADE
- Persuasive advertising is advertising that strives to convince
potential customers why they may benefit from engaging with a
brand. Persuasive advertising often appeals to the emotions of the
target audience. The main goal of persuasive ads is to influence
consumers to make a decision.
3. TO REMIND
- Reminder advertising, or retentive advertising, is when a company
engages with customers to remind them about products, services or
company values. It a way of telling that the product/service is still
available. Companies may use this advertising tactic to encourage
repeat customers to continue shopping with them.
TYPES OF ADVERTISEMENTS
1. DIGITAL ADVERTISING
A form of marketing through online channels.
Can reach a wide audience in a variety of different ways by
Harnessing the all-powerful internet.
1. TRADITIONAL ADVERTISING
- A form of marketing that uses offline media to reach an
audience.
- This is great because it means that more people are seeing
your advertisement, but it's hard to know whether or not the
right people are seeing them.
Rise of Mass media in the Philippines
Mass media means technology that is intended to reach a mass
audience. It is the primary means of communication used to reach
the vast majority of the general public.
According to the Yahoo-Nielsen Survey of 2013, the top three
sources of media consumption in the Philippines come from the
television, the radio, printed materials and the continuously rising
internet usage. With these media vehicles, the so-called the fourth
estate of the government, one can actually deduce that watching
favourite shows on the television, listening to radio programs, or
even surfing the world-wide web can have political, social, and
economic implications.
TYPES OF MASS MEDIA
● BROADCAST MEDIA
● PRINT MEDIA
● NEW AGE MEDIA
Broadcast media is the inclusion of different mediums that are used
for communicating, transmitting, and broadcasting to the public or
masses. It uses a wide range of audio-visual materials as well as
electronic or electro-magnetic mediums to share news, information,
entertainment, ads, etc with the target audiences or general public.
Broadcast media are the communication platforms through its
capability of distributing audio and video content to array of
audiences.
Broadcast advertising is radio and television commercials. Broadcast
media reaches a broad audience. Radio and television broadcast
marketing is known as mass marketing since national or even
worldwide audiences can be reached. Advertising is one of the
components of marketing. Marketing promotes services, products
and ideas through specific channels. The broadcast media like radio
and television reaches a wider audience as opposed to the print
media. The radio and television commercials fall under the category
of mass marketing as the national as well as global audience can be
reached through it.
A radio ad must be aired several times before it actually sinks in the
minds of the consumers. Thus the frequency of the ad is important.
The type of your target audience is also important. Therefore, one
must do a research on which type of audience listens to which
channels if they want the ads to be successful. The voice talent in the
commercial should be taken keeping in mind the type of audience
and the type of commercial.
The television advertising is usually considered the advertising for
the corporate giant, though even the small businesses can benefit
from it. A strong audio and video combination is a must for the
success of the commercial. But it is also important that the audio
and video should function well without each other. For example, if a
person is not viewing the TV but just listening to it, s/he should get
the idea and vice versa.
Radio continues to be a significant source of information for
Filipinos, as it reaches even the ‘remotest’ areas, as noted by the
Media Ownership Monitor or MoM (2017). There is no recent data
on audiences’ attitudes toward radio as source of content; the most
recent publicly available data indicates that as of 2013, it is the
second most used medium (see Philippine Statistics Authority, 2013).
About two out of five – 41.4 percent – listen to the radio at least
once a week. Radio reaches 85 percent of Philippine households,
based on 2012 data (National Commission on Culture and Arts, cited
by Communicating with Disaster-Affected Communities Network,
2012, p.13). There is indeed a need for up-to-date empirical studies
exploring the role of radio in urban areas where online media news
reach is rapidly increasing, as well as in rural areas where internet
infrastructure remains wanting.
More Filipinos listen to the FM stations; the MoM noted that
Filipinos listen to FM primarily for music 90 percent of the time. The
AM stations, on the other hand, put emphasis on news and public
affairs and public services.
TELEVISION
-is a common medium that is capable of transmitting and receiving
images accompanied by sound
Print Media
In the simplest terms, the definition of print media is basically any
type of printed material that provides people with information
through the use of words and/or photos. According to INC.com, the
two most common types of print media are newspapers and
magazines, but print media also includes outdoor billboards,
brochures, newsletters, and books.
FORMS OF PRINT MEDIA
NEWSPAPERS
The first Philippine newspaper was established in 1811, making it the
oldest form of media in the country. However, even though it has
outlived over two centuries, it’s still the most popular type of media
in the Philippines. Why? Well, as a developing third-world country,
it’s simply the most affordable way for the masses to have access to
valuable information.
Mainstream print media in the Philippines, as in other parts of the
world, is challenged by declining readership and finds itself
hybridising by investing into online and mobile platforms.
Based on the latest available data on media consumption, only 22
percent of Filipino respondents get their news from newspapers, as
majority (55 percent) said they ‘prefer to watch news online rather
than read’ (Newman et al., 2020, p.15). This finding suggests that
trends as early as 2013 are continuing: As early as seven years ago,
barely one in 10 Filipinos read newspapers everyday (Philippine
Statistics Authority, 2013). The figure for magazine readership is only
slightly higher. Print media lags far behind television, radio, and
internet (particularly social media) when it comes to people’s
‘exposure’ level (the respondent is considered ‘exposed’ to a
medium if he or she accessed it everyday or at least once a week or
seldom in the last 12 months preceding the survey). Given this data,
the Media Ownership Monitor or MOM (2017) concluded that
‘newspapers [are losing] their relevance as a source of information’.
MAGAZINES
Offer advertiser extensive choices of readership and frequency.
Magazines cover a wide range of interests including sports, hobbies,
fashion, and current affairs and local topics. It comes in tangible
information or data that an individual can consume whenever they
want, giving them the freedom of time.
DIRECT MAIL
Direct mail is a physical form of marketing that involves sending
physical pieces of mail such as postcards, brochures, letters, and
catalogs to a list of prospects or existing customers. Direct mail is
typically used for lead generation, customer retention, and customer
loyalty programs.
OUTDOOR ADVERTISING
Outdoor advertising usually comes in two print media forms:
billboards and transit posters. Since prospective consumers only
have fleeting exposure to billboards and transit posters, the photos
must be attention-getting and the copy brief. The Philippines is big
on billboards, which is why outdoor advertising is such a frequently
used print media type.
ADVANTAGES OF PRINT MEDIA
It can be targeted
Print media can be tailored to a target audience, both in terms of
content, design, and distribution. This means that advertisers can
focus their marketing budget on reaching their prospects and making
the material relevant and appealing to them.
It creates engagement
Print media creates engagement between the brand and the
consumer. By providing amusing copy, interesting articles, and
special offers through brochures and newsletters, companies create
a connection with their readers that lead to brand awareness and
sales.
It can be kept
Unlike web pages, different forms of print media have longer
lifespans. Rather than users spending a few seconds on a webpage
and then moving to the next shiny thing, magazines and brochures
are picked up again and referred back to. They can also be read by
family members, friends, and colleagues, maximizing the reach of
the marketing campaign
Price The cost of social ads is relatively low in comparison to other
advertising methods. You can also set your budget to be as low or
high as you want. This means a portion of your budget could go
towards social ads without breaking the bank.
Reach Advertising on social media allows you to reach a lot of
people. This means you can reach a large number of potential clients
and increasing your conversion rate.
Segmentation Social Ads allow you access to highly targeted
audiences. This means if you are selling a very specific product or
service, you can advertise to specific users with predetermined
characteristics, such as sex, age, socioeconomic situation, language,
use of a specific website, personal interests and hobbies. These are
just some of the variables which allow you to accurately identify your
target audience. You can then combine these characteristics to get
even more specific.
Brand Visibility Let's be real, the entire world is on social media. If a
business utilizes social media to advertise, their brand awareness
and overall market visibility will increase considerably.
Brand Recognition Thanks to the large number of users on social
media, social media advertising is a great way to get users familiar
with your brand and offerings.

Social Media
If we talk about ‘digital media’ in the Philippines, we talk largely
about the rapidly expanding communication spaces networked by
the internet. As of 2019, 79 million out of about 110 million Filipinos
(72 percent) use the internet, an increase of more than 3,300
percent from 2000 figures, based on the data from Internet World
Stats (2020b), which combined the figures published by Facebook,
International Telecommunications Union, and other sources. Internet
penetration rate is rapidly increasing in the country, as evidenced by
an increase of nine percentage points in just one year (from 2018 to
2019). The figures published by We are Social, an advertising agency,
and Hootsuite, a social media management platform (2020, cited by
Kemp, 2020), are more recent but slightly lower: 73 million internet
users as of January 2020, which means that the internet penetration
rate is at 67 percent.
New Age Media the latest form of mass media is described through
its forms and technology usage such as: computers, internet, digital
devices, video and online games.
Internet allows an individual to access information and resources
through its various knowledge.
Social Media is composed of computer mediated tools.

The Philippines is ranked 12th worldwide in terms of the number of

internet users as of the first quarter of 2020 (Internet World Stats,
2020a), this despite having one of the slowest average internet
speeds in the world (ABS CBN News, 2019; Akamai Technologies,
Inc., 2017). According to the Speedtest Global Index, which ranks
over 130 countries according to average internet speed, Philippines
ranks 103rd out of 139 countries with its average speed falling below
the global average (ABS CBN News, 2019)
Filipinos are also at the top spot worldwide when it comes to the
amount of time spent on internet: an average of nine hours and 45
minutes everyday (We are Social and Hootsuite, 2020, cited by
Kemp, 2020). This is probably linked to the slow average internet
speed, but the factors have yet to be determined through empirical
studies.

ADVANTAGES OF SOCIAL MEDIA