AQUINO, Regina Coeli T.

BC 100 WRU
2012-20247 Prof. Perlita Manalili

Broadcasting: Political Economy and Advertising
(a Sining del Pilar 2014 reaction paper)
Last January 28-30, the Broadcast Communication Department of the College of Mass
Communication held the 2014 Sining del Pilar, an annual academic conference presenting
researches and productions done by Broadcast Communication students.
In the morning session of Day 2 of Sining del Pilar, the department showcased five
critical studies as part of the Cecilia Lazaro Kritika Series. Named after a former instructor in
the department and now one of the countrys acclaimed investigative broadcast journalist, studies
in this section analyze the social contexts and impacts of media contents in various formats. The
first three studies focused on the political economy of broadcast media, while the next two were
on advertising.
The first study was entitled Whos laughing now?: Commercial spoofs as stealth
advertising in GMAs Bubble Gang. It examines how the gag show Bubble Gang practices
stealth advertising by spoofing popular product advertisements. This assertion is proven by the
fact that 1) the spoofed ad pays for Bubble Gangs production of the spoof, and 2) the spoofed ad
pays airtime worth P658, 000 so that the original ad will come right after the Bubble Gang spoof.
While this practice generates revenue for GMA and Bubble Gang, the audience is left vulnerable
to stealth advertising.
I like how this study deconstructs how advertisers can trick viewers psychologically into
buying their products through stealth advertising. I also like how the study is critical of the GMA
Network management and the Bubble Gang team, since they allow this unethical practice in
exchange of profit. I do not see any loopholes in the study. This research can still bring up more
related studies in the future.
The second study was entitled Its all about the Manny: GMA 7 and Manny Pacquiaos
symbiotic relationship. It was found out in this study that Filipino boxing icon Manny
Pacquiaos shows in GMA 7 has portrayed him in several positive lights, which boosted his
image as he pursued politics. GMA 7 has also used him as revenue generator, since Pacquiao
endorses many products. In return, Pacquiao exchanges exclusive news stories about his boxing
and political career. Although he has not yet written a bill that will protect GMA 7s interests, he
can do so as a legislator.
I like how the study is critical of this mutual relationship between GMA 7 and Pacquiao,
how it limits the production of meaning in media. It also illustrates how broadcasting networks
can make icons that the viewing public can relate to. However, I would also like to know what
methods of damage control the two parties do when something bad happens to one of them.
The third study is entitled The political economy of Al Jazeera. Al Jazeera is Qatar-
based television network subsidized by the Emir of Qatar. Through the lens of Marxist political
economy, the study analyzed the politics behind Al Jazeeras news delivery vis--vis American
medias presentation of the War on Terror and other crises in the Middle East.
I liked how the study revealed that rival foreign powers can use the media for their
propaganda. This production of biased knowledge can control the minds of the viewing public.
One negative point about this study, however, is its methodological limitation, since the
researchers were not able to interview Al Jazeera correspondents.
The fourth study is entitled Her power in hair power ads. The study analyzes the idea
of beauty and women empowerment propagated by Creamsilks Hair Reborn commercial. It
features actress Heart Evangelista, and how her long, smooth, and shiny hair gave her the power
to attract men and control them to do her bidding.
I like how the study unraveled the subliminal messages in the ad. I also liked how the
study revealed the contradictions in the commercial that while claiming to empower women,
Evangelista is still portrayed as a woman who has an overdependence on men. However, the
studys theoretical framework lacked specificity, since the researcher used feminism in general
to analyze the commercial.
The last study was entitled Makabagong Doa Victorina: Konsumersimong pag-aaral na
bunga ng kasaysayan at identifikasyon ng Filipina sa skin whitening commercials. The study
traced back the origin of the Filipinos patronage of skin whitening products. It also researched
on how contemporary Filipino women relate to the endorsers of such products.
I liked how the study was one of the few that used the Filipino language. I also liked how
it historicized the issue at hand to give context to it. The researcher was also a good presenter of
his study. He has been very clear about his objectives, theoretical framework, and methodology.
Ive learned a lot from this conference as a media student. I was able to know what
motivates media corporations and advertisers to do what they do. Whatever decisions these key
players will have their implications on the society at large. So as an audience, it has taught me to
be critical of what I see and hear from the broadcast media. As a future media practitioner, it has
also taught me to be critical of my own work, as it may have a lasting impact on the people that I
am obliged to serve.