MMCOMTH

OFW
Obsessive Filipino
Worshippers

1 By Alyssa Maac DSM6 Bato Balani by Ariel Salupan

 MMCOMTH
I. Introduction 3

The Philippine Culture, Centuries in the Making 5

II. The Filipino Colonial Mentality 6

My History, My Future, Your Fault: 7

Table of Agenda Setting Theory

Brown Skin, White Minds:
Cultivation Theory

Made in America:
12

16

Contents
Social Marketing Theory

Western State of Mind: 21

Knowledge Gap Theory

III. Conclusion 26

The Philippine Culture, Still in the Making 28

IV. References 29

2
 I

Introduction

3

Why are we, as a nation so obsessed with
foreign things? Is it a legacy of our colonial
years? We want foreign television sets. We
want foreign shirts. We want foreign technology.
Why this obsession with anything imported?
Abdul Kalam

4 Vintage from PAGCOR Photography Contest Winners

 INTRODUCTION
100,000,000 Million Population. 7,107 Islands. 3135 Existing
Languages. 384 Years Under Colonization. 122 Cities. 17 Regions. 8 Major
Dialects. 3 Colonizers. 2 Official Languages. One Filipino Civilization. Out
of the millions of Filipinos worldwide, does anyone of them know the
definition of a real Filipino? Is it in being a nationalist where you flaunt
the Filipino Pride and try to influence the others? Is it by speaking the
native Filipino language and despising the foreign languages and its
Filipino users? Is it by supporting native products helping the local
producers? Is it about preserving the Filipino culture and traditions? Is it
about being proud of yourself, including your appearance and your
countrys history? Or maybe, is it about living like a white man fulfilling
the American dream?
5
from http://wikitravel.org/en/Philippines
In our recorded history, Filipinos have been ruled by
colonizers since the 15th century. The country has been passed down to
several great nations with different cultures for almost 400 years. Each
of these colonizers undeniably left a mark in the Philippines culture. It
left a vibrating impact that affect our societys current movement and
sense of direction. They helped in establishing our politics, economy,
communication and culture. The influence was so great that there are
long term traditions and behaviors developed and practiced by modern
Filipinos. One of these is the mindset that the colonizers are the superior
beings; this way of thinking is called colonial mentality. Colonial
Mentality is a form of internal oppression in which the colonized prefers
and thinks highly of the customs, values and beliefs of their colonizers
(Nadal, 2011). There are reasons and happenings that contribute in
forming the stepping stones to this idealism: from the countrys history,
to the persons experience and choice. For this, I will analyze these
reasons using four communication theories: the Agenda Setting Theory,
the Cultivation Theory, the Knowledge Gap Theory and the Social
Marketing Theory.
 II

The Filipino
Colonial Mentality

6
 ANALYZATION

My History,
My Future,
Your Fault:

WWII Battle for Manila. Intramuros, Manila, Philippines March 1945. Filipino survivors from the Santa Clara
Monastery being rescued by American soldiers right after being liberated from the Japanese
from http://rogue.ph/18-photos-that-show-manila-before-and-after-world-war-ii/.

7

This is ideological colonization. They colonize
people with ideas that try to change mentalities
and structures, but this is not new. This was done
the dictatorships of the last century.
Pope Francis

Nippon Bazar. Manila, Philippines, just before WWII late 1941.

8 from http://rogue.ph/18-photos-that-show-manila-before-and-after-world-war-ii/
 AGENDA SETTING THEORY

In understanding ones country and culture, they

say we must first know their history. What happened in the past
and who contributed to it are the main catalysts of their culture
and tradition. There are three main nations who influenced us
hugely through direct colonization; the Spaniards, the Americans
and the Japanese. In the modern age, there are also factors
contributing to the colonial mentality; the media, the technology
and the new form of colonialism, neocolonialism. In Agenda
Setting Theory, the information makers, or the media, play an
important part in shaping political reality. The audience learns
not only about a given issue, but also how much importance to
attach to that issue from the amount of information given. They
set the agenda of the campaign. In this part, I will consider the
influence, the colonizers, the media, or any other influencing
factors as the media.
In the research done by McCombs and Shaw in
1968, they focused on two elements: awareness and information.
They attempted to assess the relationship between what were the
mentioned important issues by the voters versus the actual
content of the messages of the media showed in the campaign.
Above: Manila, Pasig River, Philippines, Oct. 10, 1949.
They concluded that the mass media had a significant influence
Before World War II. Photograph by Jack Birns
on what the voters considered to be important. Its the same with
the relationship of the Philippines to the colonizers.

9
 AGENDA SETTING THEORY
The colonizers set an important agenda to their
campaign; the religion of Spaniards, the education of Americans and the Bottom: A group of Thomasites. The Thomasites were
sent by the US government, through the USS
culture of the Japanese. On 1565, the Spaniards effectively imposed Thomas, to teach Filipinos the English language.
Catholicism in the Philippines making us one of the five countries with
the biggest Catholic population in the world today. The teachings taught
in this religion shaped the values, beliefs, traditions and the devoted trait
of the Filipino masses. The Americans, on the other hand, taught to us
the English language through the public accessed education brought by
the Thomasites in 1901. Much emphasis was placed on language in
order to best prepare Filipinos to follow American instruction within
their colonized society (Okata, 2009). Today, English, alongside with
Filipino, is considered as one of the two official languages of the country.
Lastly, the long-term Japanese influence on the Philippines due to the
occupation is minimal compared to its short-term implications. Although Above: Palaspas by Aldrin Cuadra. Devout Filipino
after the World War II, Manila was left in so much devastation and Catholics flock to San Rafael Parish in Montalban, Rizal
poverty that it can still be felt in the modern era. The once known Pearl for the observance of Palm Sunday. This event also
marks the start of the Holy Week. It shows the
of the Orient was left in havoc and it struggled to cope up since then. Filipinos strong religious devotion.
This is an imperative indication of what the future of Filipino identity Bottom Right: A group of Spanish Friars. The Friars
will become. are members of any of certain religious orders of men,
who teach the Filipinos the principles and beliefs of
The Spaniards easily dominated and conquered the the Catholic religion. Only Spaniards are allowed to
preach, Filipinos obtain the lower position in the
country when they arrived on the shores because the Philippines didnt monastery.
have any highly developed culture and social structure. We lived in
small, scattered, separated and autonomous communities so we were not
a nation. Religion was polytheism: it has no organized body of beliefs.
The Spaniards then forcibly resettled the scattered barangays into larger
communities where they could more easily be Christianized and where
every aspect of their lives, their customs and ideas could be scrutinized
and shaped with desire. The "indio" was denied of education and it kept
them from the inferior position. The people were also trained to follow
and were discouraged from thinking for themselves. The "indio"
acquired the habit of allowing his superiors to do the thinking for him, Above: Chinese volunteers in the Philippines 1945.
and this attitude exists among us today, seriously undermining any Photograph aby Carl Mydans. This is to give support
for the Greater East Asia Co-Prosperity Sphere where
movement for the greater. Under the Spaniards, inferiority complex the slogan Asia for Asians was widespread: it was the
evolved into a national trait of Filipinos. (Drona, 2008)
from http://wikitravel.org/en/Philippines main goal of the Japanese, their propaganda.

10
 AGENDA SETTING THEORY
The Americans brought to us a different kind of colonial mentality. The
Left: Ruins of Nagasaki
two levels of Agenda Setting Theory describe how they made us think that the white races are after dropping the
superior. In the first level, the media, using objects or issues, influence the people what they atomic bomb nicknamed
should think about. The methods they used, inclined with the theory, can be called framing Fat Man. After dropping
and gate keeping; gate keeping is filtering and framing is emphasizing. The Americans used the second bomb, the
empathy in claiming our trust. First, Emilio Aguinaldo asked helped from the Americans to Japanese surrendered to
fight against the Spaniards thus the Mock Battle of Manila happened. Second, the Americans the American days after.
proclaimed Benevolent Assimilation. As President William McKinley said, the U.S. has
come, not as invaders or conquerors, but as friends, to protect the natives in their homes, in
their employment, and in their personal and religious rights." Third, how did the Philippines
gain their independence? We had it through the aid of the Americans. They bombed Japan to
force them to free us. This where the second level of the theory comes in; the media focuses Right: An illustration of
on how the people should think about the characters. The America, as a media, focused on The Mock Battle of
Manila. The Spaniards
the characters: the colonizers and us, and made us think about them in a certain way using
and American perform a
the aforementioned ways. Who made a lasting positive impression on us? Was it the staged battle and the
Spaniards? No. Was it the Japanese? Definitely not. Was it the Americans? Absolutely. They Filipinos were unaware
have made their character as the savior through disguised compassion: the White Mans that they were sold to
Burden. To the Filipinos, America is a hero, a great nation. They should be looked upon to. the Americans through
the Treaty of Paris.

Left: General
Douglas
MacArthurs return
to the Philippines Today, our agenda setters are the mass media, technology and the
on the Leyte Gulf. neocolonialism. The first world countries set a standard that forced other countries to meet the
After fleeing in the globalization expectations. This is the neocolonialism; the modern version of colonialism.
midst of the war Neocolonialism suggests an indirect form of control through economic and cultural dependence. It
between the is the process by which rich, powerful, developed states use economic, political or other informal
Japanese, means to exert pressure on poor, less-powerful underdeveloped states (Dr. Rice, 2007). Some of
Americans and
these methods may include the ties between countries where alliances are formed, the foreign
Filipinos, he
promised to come military bases in countries, the popular culture that affects societys trends, the stock market
back and rescue us system that dictates the currency exchange and the foreign businesses and brands that reigns in the
leaving with a country. The mass media and the technology are the tools and channel in shaping and forming this
remarkable quote culture and customs. This is where cultivation theory comes in.
from http://wikitravel.org/en/Philippines of I shall return.

11
 ANALYZATION

Brown Skin,
White Minds

An art depicting and describing the Philippine media, and just media in general.
from http://www.getrealphilippines.com/blog/2016/06/philippine-corporate-media-failed-
filipino-people/
Brown Skin, White Minds came from E. J. R. David

12

If you dont read the newspaper, youre
uninformed. If you read the newspaper,
youre mis-informed

Mark Twain

13 Palengke by Dennis Gamarcha

 CULTIVATION THEORY

The television in the Philippines was first introduced in 1953,

An idea becomes a question, that question becomes a
knowledge once answered. That knowledge becomes a habit and a practice; then
becomes an influence once taught and shown. Finally, these practices, beliefs and
customs becomes a system and a culture; a way of living of the people. How do we
obtain an idea? We gain ideas through communication and that includes the
media. In cultivation theory, the television, as the media, is responsible for
shaping, or cultivating viewers conceptions of social reality. The television has
long-term effects which are small, gradual, indirect but cumulative and
significant. It defines social roles, standardizes behavior and homogenizes
communities much like what religion did in early human history.
since then it opened to a new way of communicating in the society. It is
considered as the most pervasive and influential instrument of mass
communication in the Philippines. It is hugely because Filipinos are heavy
viewers. The Filipinos are the second-most avid watchers of television in the
world, according to a survey released by Asean DNA. According to the survey,
Filipino television watchers spend an average of 21 hours a week glued to the
television. From news reports, to variety shows, to drama series, or to live
Pacquiao fights; the Filipinos practice an undeniable addiction and habit of
watching. According to the Cultivation Theory, heavy viewers are likely to be
more influenced by the ways in which the world is framed by television programs
than individuals who watch less. Theres no doubt that there is a huge chance that
the television became a factor in shaping our culture.

Below: A crowd gathered to watch Pacquiao and

Bradley fight live. This was called Pacquiao
Phenomenon by the media. It was phenomenal
because crime rates were low, there was no traffic and
Filipinos join together to support Pacquiao by
watching livestreams on different venues.

Above: Charlie Agatep conducted a weekly music Above: A Filipino family watching drama series as a past
program on WBUR, Boston University radio. He came time habit. It became very common for Filipinos to watch
home in time to be the first program director of drama every night after their work. This has become a ritual
DZAQ-TV Channel 3 and to host the first TV and addiction to watching these shows. The stations, in
broadcast on September 21, 1953 return, earn lots of money and influences audience hugely.

14
 CULTIVATION THEORY

Below: A crowd gathered to gather some materials to

sell for a living. This has become a ritual and a job for
some Filipinos experiencing poverty. These scenarios
in the Philippines were mostly shown in the mass
media: with documentaries, news, photos spreading
around the internet and the world. It makes people
visualize Philippines with these images.

Above: Joseph Erap Estrada, one of the Philippine Above: Philippine police put hand restraints on suspects at
corrupt politicians who was removed in his their alleged hideout in Cainta, Rizal province. This is another
presidency after EDSA Revolution II because of being thing that is broadcasted not only in the Philippines, but also
corrupt. After a long history of the Philippines with in the world. It definitely leaves a mark and impression to the
corrupt officials; they have established themselves society about the Filipinos thus making the Filipinos step
with a dirty image that people started to despise. closer to colonial mentality.

In broadcasting news every day, much of the scenarios that are
reported consist of political problems, health concerns, showbiz updates, public
safety, crimes and many more. The news nevertheless leaves a negative
impression of the Philippine society on us. We highly think of the politicians as
mostly corrupt and liar. We know that there are a lot of crime happening
everywhere especially in the Metro Manila. We are aware that of the Philippines
poverty and its implications on our health and education. Sometimes, we found
that both political and non-political celebrities are even caught in corruption and
drugs. Resonance, which is the intensified effect on the audience when what they
see in television is what they have experienced in life, contributes in
strengthening our distorted belief. These anomalies are the things the Filipinos
arent exactly proud of. This is why Filipinos fantasize of being a member of
another culture. They use it as an escape route from the dystopian society. Its the
Mean World Syndrome; the established idea that the world is scarier than it really
is. They are ashamed of what and the Filipinos are. This is another step in colonial
mentality.
There are many more ways the television influences us and the Filipino colonial
mentality. Another factor is the popular culture; the culture of the people, it is
determined by the interactions between people in their everyday activities: styles
of dress, the use of slang, greeting rituals and the foods that people eat are all
examples of popular culture. Popular culture is also informed by the mass media
(Brummett, 2004). The mass media uses television as a marketing strategy by
influencing the simple day to day interactions and scenarios of a Filipino which in
turn, affects their behavior, traits, culture and lifestyle enormously. This method
is associated with Social Marketing Theory

15
 ANALYZATION

Made in
America

This describes the legacy of the Americas to the world, the food; in specific, the fast food. It is
globally successful that Filipinos thought to make their own version. Thats the thing: we need to
westernize our products in order to sell effectively to the masses.

16

An idea is like a virus. Resilient. Highly contagious. And
even the smallest seed of an idea can grow. It can grow to define
or destroy you. Once an idea has taken hold of the brain it's
almost impossible to eradicate. An idea that is fully formed -
fully understood - that sticks; right in there somewhere.

Dom Cobb

17 Quote and photo from Christopher Nolans Inception.

 SOCIAL MARKETING THEORY

Left: Manuel Condes

Genghis Khan, a
Filipino 1950s movie
In our long recorded history, our original ethnic culture was about the great
forgotten and was slowly replaced by the Western culture. After World War II, conqueror of China.
during a time when the Philippines was establishing as an independent nation Despite its low budget,
(with the help of the US of course), there emerged a great sense of nationalism and
it is the first Asian film
patriotism that manifested itself in movies, thus starting the Golden Age of
which entered the
Philippine Cinema in the 1950s. The big 4 Philippine production companies were
able to produce 350 films a year. These films were awarded and recognized
Venice International
abroad. The actors and actresses in these films were rosters of famous and Film Festival. It was so
legendary mestizo and mestizas, because they know that the Filipino masses will successful that it had
like them. This is where the standard for a Filipino celebrity started: in order to be an American
famous then and even now, you need to look like a western white person. adaptation starring
Celebrities play an important role in promoting our culture, our popular culture. John Wayne in 1956.
They were considered as idols and they are mimicked or looked upon to, so This movie is one of
showing that our celebrities look white means that we should be too. The 60s, on the great movies of the
the other hand, would see a decline in quality films, as the Philippine people Golden Age of
yearned (again and again) for more Western inspired movies (Noble, 2009). These Philippine Cinema.
things show that no matter what time frame, the Filipinos still yearn for Western
culture.

Left: Celebrities
in the 50s.
Philippine
celebrities
before and
even now are
full of white
looking people.
Its the taste of
the Filipino
people.

18
 SOCIAL MARKETING THEORY
In applying the Social Marketing
Theory to the Filipino popular culture, we must Counterclockwise: (1)
understand the social information and social behavior The first two
the media is imposing on us. The theory emerged in advertisement of Coca
the 1970s when marketing techniques were realized Cola on different times
to sell ideas, attitudes and behaviors rather than but still showing
products. The advertisements that we see every day western-like celebrities
on our television screens subconsciously formulate an as endorsers. (2)
idea to us affecting our behavior and traits. For Jollibee uses fried
example, the television commercials showing that chicken as their main
white is beautiful by using a western looking celebrity delicacy, a very
with fair complexion and making them use the American fast food. (3)
product as the cause for their white-like An advertisement of
appearances. This cause for the people to buy skin skin whitening product
whitening products because they know that white is featuring a Filipina
beautiful as said by the media. The result: 80% of a celebrity as the user.
Filipinas expenses concerns beauty products. The
marketing technique shaped our traits and behaviors.
How many local brands do you know about? There
are only few local brands known and consumed
regularly, sometimes they are even used because it is
like a western product. In order for the local brands
to survive, they must also adapt and be white-looking.
The fast food chain of Jollibee is the best example. Yes,
it is a local brand that is now an established big
company but the problem is that it is a fast food
chain. Where did the idea of fast food chain
restaurants come from? Thats right, from America.
Jollibee is huge because it incorporates western
ideals, a fast food chain in specific, and uses it as a
marketing strategy to grow, a subtle strategy. These
strategies are called operational social marketing, it
is a strategy used to change behavior.

19
 SOCIAL MARKETING THEORY
The steps in changing the Filipino culture can be described using the 4 major features of Social Marketing Theory. First: Target audience analysis
and segmentation. The first step these brands do is to identify the target audience, and that is the Filipinos. They identify their likes and dislikes, behavior and traits,
history and culture. They utilize these analyzations and form a plan; since the Filipinos are known to think of the western culture as superiority, these were used as a
strategy to promote products. Second: Creates awareness. Using different channels, these companies create awareness through the mass media: radio, television, and
internet. They do this with the help of celebrities and they promote and create awareness of the so-called benefits of these products. Third: Increase interest by
Edutainment (Education and Entertainment). The messages imposed by the advertisements are creative and interesting to the target audience that it cannot be
forgotten easily. The message is reinforced repeatedly and is therefore credible. Fourth: Desired result. After knowing the target audience to imposing an
unforgettable message to them, the desired outcome is achieved and the message gets implanted in the brain of the Filipinos. Imported is good. Western is good. This
process, 400 years and counting, would still be effective today and in the future especially that we are still society-centered.

Left: Collage of Global Brands: These brands are popular around the world, also in the Philippines.
Right: This is what the Philippines looks like with all the Global Brands ruling the consumers.
These Global brands establish a certain type of biased consuming where the local brands are not supported.

20
 ANALYZATION

Western State
of Mind

A group of Filipinos studying in school. Schools and what they teach plays a huge factor in
learning information that you can apply in your behavior, tradition and belief. Photo from
http://cdn3.goabroad.com/images/listingphotos/standard/9pic1129201113226194377300717.jpg

21

Its not the first time that Filipina maid looks for a dying old man.

She's not a maid!

A maid, a caregiver!"

From the movie Caregiver, 2008

22 From http://latimesblogs.latimes.com/.a/6a00d8341c630a53ef017744a9d7c1970d-pi
 KNOWLEDGE GAP THEORY

These photos show kids

learning the English
language. School is
After 400 years of colonization, the Philippines finally important because it is the
gained their independence and sovereignty. The future of our basic foundation and
civilization now rests in our hands, still we are constrained by the source for knowledge.
traditions and habits the history inflicted on us. We still practice western
ideals even in the most unconscious ways. First, in speaking the foreign
language: some Philippine schools force students to practice English by
establishing English Speaking Campus where speaking Filipino isnt
allowed and has consequences when not followed. English has always
been one of the official languages of the Philippines and is spoken by
more than 14 million Filipinos. It is the language of commerce and law, But schools often
as well as the primary medium of instruction in education (Cabigon). demand English
This is where the knowledge gap between Filipinos starts. as the students
medium for
learning and
Right: communication.
Philippines is
one of the top
outsourcing for The Knowledge Gap Theory believes that the increase
call centers of information in society is not evenly acquired by every member of the
because of our society: and that people with higher socioeconomic status tend to have
fluency in better ability to acquire information (Weng, S.C. 2000). Since English
English. It language is the medium of teaching and instruction not only in schools,
makes the call but also in work, sometimes people find it hard to gain information or
center agent to learn because they are not that fluent. This gap in information could
as one of the lead in colonial mentality in a way that people arent that western
popular jobs in values are implied to them; therefore supporting foreign brands and
the country. ideals subconsciously.

23
 KNOWLEDGE GAP THEORY
Another knowledge gap could be the lack of advertisement of
the local products. Since Filipinos use television, internet and radio as the primary
source of information besides education, they are only fully aware of the brands
advertised in the television. These brands are the big foreign brands; since the
Philippines are composed of 99.6% SMEs (Small and Medium Enterprises), they
fail to make expensive commercials and advertisements since making one costs
millions of pesos. The big foreign brands, on the other hand, have a lot of income
and therefore, can use expensive but effective advertisements as their marketing
strategy (related to Social Marketing Theory).

Left: This picture basically describes the Philippine market: we are full of
small and medium enterprises or SMEs and there are only few big brands.
These big brands were westernized on contrary.

Second, the foreigners in other countries

Above: Philippines is known for having a lot of locals working abroad. Common jobs include
caregiver, seafarer, construction worker, etc. This develops a unwanted reputation among
Filipinos
arent fully aware of the Filipino culture. The history
subjects in any country only teach their history and the
first-world countries histories; this is another knowledge
gap in their part. They perceive the Filipinos as low-class
working citizens because thats what they see on the OFWs
(Overseas Filipino Workers). According to Philippine
Statistics Authority (PSA), there are officially 2.4 million
OFWs worldwide that has a legal contract. The jobs these
OFWs occupy were mostly composed of the laborers and
unskilled workers. This becomes the stereotype of the
Westerners to the Filipinos. What does it have to do with
colonial mentality? Since foreigners thinks that Filipinos are
low-class workers, Filipinos wouldnt be proud of
themselves and they would try to hide their identity by
embracing western culture. By not hiding their culture,
racism and stereotyping would occur between the
foreigners and the Filipinos.

24
 KNOWLEDGE GAP THEORY

These reasons are very much related to the Knowledge Gap Theory. These patterns exist because of five reasons according to the
theory. First, the communication skills: the English language in the country. Second, the stored information: little information access of the
foreigners about the Filipinos. Third, the relevant social contact: the Foreigners are only able to see OFWs therefore developing a stereotype.
Fourth, the selective exposure: Filipinos are bad at acceptance and retention on their culture and therefore, have less interest and less awareness
in their own culture. Finally, the media target markets: the product and brands target the Filipinos using western ideals therefore gears the
western concept in them.

Left: Some of the most visited sites,

apps and programs in the world that
contribute hugely in our growth and
communication. The Filipinos, besides
watching television, also loves surfing
the internet. They love to communicate
with each other using this medium
because it is where they can voice out
their opinions. Those opinions ay be
good or bad, but they do it to please
themselves.

Social Media, on the other hand, somehow plays as an equal playing field in lessening the colonial mentality. It is where Filipinos
can voice out their opinions and expression and therefore leads to the homogeneity of the community. In contrary, the concept and language used
in the social media is still full of colonial mentality. First, the language used: even though their Facebook friends, Twitter followers of any
affiliations are mostly Filipinos who speak the native language, they still use English as their medium of communication; from their tweets,
Facebook status, Instagram captions, etc. Sometimes some Filipinos main language is English, it is therefore justifiable but there is a downside to
that. How did it become their main language? It is what their environment and society taught them. They wouldnt use English as their primary
communication medium if it wasnt for the schools, parents or media who structured it to them. Colonial mentality became a tradition, behavior,
custom and a culture.

25
 III

Conclusion

26

Nationalism is fraught with dangers, of course,
but so is the blind refusal to recognize that
attachment to one's own culture, traditions, and
history is a creative, normal, and healthy part of
human experience.
Anthony Daniels

27 Flicker Of Hope by Mirasol Beradio

 CONCLUSION
After 400 years the Philippines finally gain their
independence and sovereignty but still we are not free from ourselves,
from our western state of mind, from our colonial mentality. It seems
like we are our own racists: also having a crab mentality by eradicating
and shaming our own culture and people. We are never the pearl that is
hidden in the orient seas; we are the ocean that slowly carries the shells
away in a hope to remove it to our skin.
Like what Lora S. Domingo said, Such is the Filipinos
fascination for anything whitefrom rice to snow to a fair complexion.
Colonial mentality is the historians term for it, instilled in childrens
minds, passed on through generations like a gene. Its as if it can no
longer be removed from our body composition, and can only be
recessive. Even if we have raised our own flag and recited our vows for
28
Going Home by Elvira Tamkiamco
our country, Filipinos are still flat-nosed, fair-complexioned people
speaking broken English.
Our economy, politics, beliefs, system, religion, culture,
beliefs, tradition and society now rests in our hands. It is now in our free
will to alter it, to change it, to cultivate it, to maintain it or to revive it.
Dont erase the yellow on the blue, red and white colors of the flag. It
took more than 400 years for our current culture to try to grow. Continue
our history with a new one.
Using the communication theories, we were able to
analyze and compare the social issue in the country. All of them are
related to one another in different ways. I think this is why studying
these theories is important, in order to analyze, assess, understand and
find a solution to the problems in our society.
 IV

References

29
 REFERENCES
REFERENCES:

https://answers.yahoo.com/question/index?qid=20061018014431AAcMIRo
http://www.csun.edu/~lan56728/majorlanguages.htm
http://www.slideshare.net/AmadorAndrea/colonial-mentality-in-filipino-spaces-14311397
http://vinquilop.tumblr.com/post/8597418508/perlas-ng-kanluran-a-painting-on-philippine
http://www.countryranker.com/which-countries-have-the-most-catholics-now/
http://philippines1900.tumblr.com/post/263314340/thomasites
http://www.filipinoamericanwar.com/benevolentassimilation.htm
http://everydayfeminism.com/2016/06/colonialism-filipino-americans/
http://www.slideshare.net/christopherrice/colonialism-neocolonialism
https://globalnation.inquirer.net/105169/filipinos-are-2nd-most-avid-watchers-of-tv-survey
https://philosophynow.org/issues/64/Pop_Culture_An_Overview
http://www.thefilipinomind.com/2008/01/our-colonial-mentality-damaged-culture.html
http://tagalogrepublic.blogspot.com/2009/12/golden-age-of-philippine-cinema-1950s.html
https://kahimyang.com/kauswagan/articles/1680/stars-of-philippine-cinemas-golden-age
http://science.howstuffworks.com/innovation/edible-innovations/fast-food3.htm
http://www.rappler.com/thought-leaders/74674-smes-philippines-asian-institute-management
http://www.dti.gov.ph/dti/index.php/2014-04-02-03-40-26/news-room/179-workshop-on-market-access-for-smes-set
https://psa.gov.ph/tags/overseas-filipinos
https://psa.gov.ph/content/major-occupation-overseas-filipino-workers-results-2007-survey-overseas-filipino
https://www.quora.com/What-do-Americans-Europeans-think-about-Filipinos
http://www.thefilipinomind.com/2008/01/our-colonial-mentality-damaged-culture.html
http://www.slideshare.net/angelacimperial/reporthow-colonial
http://opinion.inquirer.net/78220/colonial-mentality
http://learningfragments.blogspot.com/2013/03/colonial-mentality-filipino-heritage.html
https://charlieagatep.wordpress.com/category/broadcast-tv/

30
 REFERENCES
PICTURE SOURCES:

http://www.pagcor.ph/photocontest2016/the-2016-grand-winners.php
http://www.filipinosabroad.com/gallery-2015-winners-of-the-national-photography-competition/
http://rogue.ph/18-photos-that-show-manila-before-and-after-world-war-ii/
http://wikitravel.org/en/Philippines
http://en.wikipilipinas.org/index.php/File:Thomasites.jpg
http://www.latinamericanstudies.org/spanwar/manila-5-1-1898.jpg
https://charlieagatep.files.wordpress.com/2012/02/caa-bu-radio-console-_2.jpg
https://www.scmp.com/sites/default/files/2014/04/13/philippines-box-usa-phi-pacquiao-
bradley_jay2339.jpg
http://cnnphilippines.com/incoming/5b2adk-Family-watching-
TV_CNNPH.png/alternates/FREE_640/Family-watching-TV_CNNPH.png
http://themaharlikan.info/wp-content/uploads/2015/10/21-617x350.jpg
http://www.wonderslist.com/wp-content/uploads/2016/03/Joseph-Estrada.jpg
http://www.vosizneias.com/assets/uploads/news_photos/thumbnails/800_calbi93dn7pvsw5pzvj6q
d3g0loypglx.jpg
http://www.vosizneias.com/news/photos/view/111427792
https://kahimyang.com/kauswagan/articles/1680/stars-of-philippine-cinemas-golden-age

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 MMCOMTH

OFW
Obsessive Filipino Worshippers

32 By Alyssa Maac DSM6 Thank You. To God be the Glory

Bato Balani by Ariel Salupan