Creating/ Breaking Stereotypes in Media Advertisements

There are lots of products that tends to stereotype. With the age of technology, the usual form of ads is via motion advertisement, these are played in televisions, internet, outdoor LED billboards which creates an impact to the people. These ads are products of the capitalist system in which it tries to compete with other brands and to increase its profits.

Despite that many products tends to create a stereotype, we decided to choose “chocolate” as the topic and uncover the notions that it tries to establish.

Many people really like or love chocolates, as a commodity, its market is increasing as it is used also for different foods. In the present time, a lot of chocolate brands are competing the market. These brands, in order to be recognized, uses ads to sell its market. In relation with this, a lot of techniques and tactics were used to increase its sales.

Out of the many chocolate brands in the market, we looked at and scrutinized three chocolate brands and how it created a stereotype. We have chosen Chubby, Snickers, and Ferrero Rocher. Three different brands of chocolate with different price points and different target markets.

Chubby is a chewable chocolate snack and is the cheapest out of the three. Its target market is mainly children, so with their advertisements, they often use children in promoting their product. They use broadcast and online advertising. In their ads, the children are seen as energetic and bubbly, which explains their approach in using a child in their ads. Using a child with a chubby physique also reinforces the name of the brand.

Snickers is a chocolate energy bar with a mid-range price point. Their target market are often adults with less time to eat a full meal because they are busy and that’s where the product comes in. Their ads have almost the same plot, one person being cranky and different because of hunger and then offered a Snickers to return to normal. While their ads focus on humor and wit, they also have their fair share of problematic ads, for example, one of their ads displayed a stereotype among women, which is very cranky, angry, and irate. It is a subtle way of degrading and objectifying women, which is used by the company to maximize their profits.

Ferrero Rocher, the most expensive out of the three, is seen as a classy delicacy. Its target market are often couples. This product also radiates luxury, like its something very expensive so it is a very great thing to gift someone. Since luxury equates to staggering prices, their ads display the intricate art of how their product is made. Most of their ads revolve on guys giving girls Ferrero and having a classy theme to attract people to buy it.

Overall, the concept of using stereotypes in media advertisements is a normal thing in the business industry. Most of the time, it leads to attracting people to buy and maximize the profits of companies. But sometimes, it may actually backfire if the stereotype shown is offensive and degrading. Companies need to be responsible when releasing ads as their company will either be praised or negatively criticized.

A Reflection on the Works of Joshua Cabrera by: Adam Lester E. Patajo

It’s said that "a picture speaks thousands of words" and therefore, without a doubt, artistic drawings through the use of symbols and signs convey meaningful messages to audiences. A message may affect the individual's course of actions depending on how the individual appreciates and understands the message of the art.

The artistic satire drawings (comics) made by Josua Cabreros portrays and serves as a reflection about the social issues that the Philippines is experiencing. The Philippines status quo is chaotic as it was in the status quo before— it was a history of a colonialism vis-à-vis imperialism, wars, a bad government in the form of a dictatorship, revolutions, and coup d’état, inter alia. Despite the fact that all these things are already part of the past, remnants of these events sprouted which led to new issues and problems. Currently, new issues and problems have emerge that affected many of the Filipino people. For instance, extra-judicial killings are everywhere alongside with heavy road traffic, fake news, the culture of impunity, inefficient bureaucracy, rising crime rates, corruption, inter alia. Depicting these social issues in the form of arts i.e. satire drawings or comics with the use of symbols and signs (i.e. semiotics), ipso facto, creates an impact on the citizens insofar as it tries to criticize the problem or issue in a colorful and funny manner, leaving the audience contemplating. Filipinos needs to wake up now and should become less apathetic, if they will not, the demise of this country is certain. The Philippines, based on Josua’s artworks, is portrayed as a country with many unsolved social issues and problems— and I don’t question it for it is a fact. This country was supposed to be a country of colors and rich culture — but unfortunately was tampered by many power-hungry people i.e. traditional politicians, oligarchs, and many other individuals.

The use of symbols and signs was an effective way to catch and touch the hearts of the people. Filipinos are very artistic and probably because of the cultural diversity— a fusion of pre-colonial and western culture. In my view, comics and caricature (artistic satire drawings) is an effective way of criticizing the social issues, as pictures and images speaks (explains) in itself— contrary to heavy discussion and robust argumentations with highfalutin words—that were probably used to show their intelligence— or, to deceive the public. Moreover, criticisms should really be in a form that is easy to understand so that it will serve as an eye-opener to many individuals including the marginalized sector in our society. Lastly, I commend and thank Josua for his magnificent satire artworks and for the opportunity to observe it.

A reflection on how social media shapes identity in the Philippine context by: Adam Lester E. Patajo

The social media trend fueled by technological advancements is dominating the world today. Together with this advancement lead by social media, is a trend of globalization— where the world is becoming a global village making the nation-states borderless.

In the Philippine context, social media is nonetheless becoming a part of the everyday life of every people, in all status, and in all ages. It is becoming a medium which many people are using to voice out their opinions about many issues that affects the country— either domestic or international. This trend also helps in shaping the identity of the Filipinos, either individually or collectively. Social media is used as a tool for collaborative action. For instance, during the Miss Universe 2019, the Filipino people used the (hashtag) #MissUniversePhilippines to show support for the country’s representative in the pageant, during Sen. Manny Pacquiao’s boxing fight, many Filipinos used the (hashtag) #Pacman to extend their support; and even during the Marawi siege, many citizens posted in their social media accounts especially in Twitter where many  twitted in their respective accounts how they condemned terrorism and wished for its end by or through their prayers using the (hashtag) #PrayforMarawi.  These very acts in itself show how Filipinos develop a collective identity in which one way or another manifests patriotism.

Despite the fact that the Philippines is using social media in shaping national identity, it is not yet fully utilized, and oftentimes, is abused in many ways. Filipinos used social media because of many reasons— most of the time, for fun and leisure. But many citizens create and use fake or dummy accounts to make hate-speeches and incur damages to other people or institution. These fake accounts (dummy accounts) were used as a scapegoat to veer away from incrimination and liabilities which in a way is creating a fake identity. This concern is very troublesome as it tends to mislead the public. This issue of fake identity is something that should be addressed properly before it becomes a major problem. Social media, without a doubt, is now used as face and voice of many people around the world. In the Philippines, many citizens partake of the trend by creating a new identity— many people say that this is good, some assert otherwise. Lastly, many people are using social media to create an identity and a voice to create and channel change— therefore, we, netizens should all the time be very cautious about which to support.

The Benefits and Risks of Consuming Content Online by Adam Lester E. Patajo

As people’s demands and lifestyle change, the demand for advancing the type of technology we use is high. Rapid change in technology has hugely impacted our lives. Almost everything we use has been innovated to better standards. The advancement of technology has simplified yet improved the way we do things, thus saves our time. It paved the way for us to gravitate to less laborious activities because things are becoming more and more instant. Our personal lives are highly dependent on the technology that others have developed. Technology, indeed, has advanced and it has changed the way we live, the way we learn and most especially the way we communicate. With technology, information across international borders was made accessible hence, barriers were removed.

Absorbing content online can be advantageous as far as critical thinking is at play. In a smartphone-dependent era, people tend to move towards anything instant. As a result, big news companies use it as an advantage to market their news to online readers. Marketers make web contents “skimmable” and easy to digest content enough for a reader to draw his or her attention to it. Easily digestible pieces of information or content made by these marketers to attract readers online is in a way a benefit. Beneficial in that contents that can be found in newspapers or television are already simplified online. Another thing with absorbing content through online is being up to date. To be updated with everything that is happening around the world, data available on the internet is necessary. Speed is evidently more advantageous in this modern world. With speed, information from across borders will be made available in just blink of an eye. However, speed comes with repetition thus, leading to distortion of information. Distorted information, then poses a risk.

Risks of consuming content online include assimilation of distorted information that is fake news. Fake news is rampant and is proliferating on social media platforms. A good amount of critical thinking then is needed. Furthermore, absorbing content online, in a way, lets you develop a one-sided kind of argumentation. We have biases of our own and if we tend to only hear out things we want to hear and believe things we only want to believe in, we become trapped in an echo-chamber. We are then manifesting closed-mindedness susceptible to fake news. To be able to develop critical thinking, one must get out of that chamber in order to find a diverse array of opinions and argue comprehensively.

How media convergence affects the concept of media literacy? by: Adam Lester E. Patajo

Media convergence, as defined in The Canadian Dictionary ^[1], “is a term that can refer to either the merging of previously distinct media technologies and media forms due to digitization and computer networking; or, an economic strategy in which the media properties owned by communications companies employ digitization and computer networking to work together”.

The concept of media convergence created some opportunities and challenges to creative industries and society. Information and entertainment, for instance, are accessed like never been before. Formerly, these are accessed depending on the type of information and entertainment, for example, if we need news, we buy newspaper or if we need to connect or contact someone, we used payphones. Now, information and entertainment are revolutionized as it can now be accessed on one the same device- either computers or smartphones. The reason behind is best explained by the fact that we are innovating technology for advancement to make human life easier and comfortable. Thus, shifting from multi-media platforms to one device that can access all media is nothing shocking. As pointed out by Stephen Fry ^[2] in the video Media Convergence, “connection is what humans crave” and giving access to this information on one device, single handedly is what they crave more. With the introduction of computers and smartphones, comes the “social media revolution” (YouTube, Facebook, Twitter, Instagram, etc.) where people around the world are connected like living in a small village and borderless due to globalization, which in fact, impacts our offline behavior as well. Using these social media sites, makes everything possible since almost everything is found in these sites like music, news, movies, and many other sorts of entertainment or information. This fact is the reason why media companies, in order to compete, should diversify to reach more people; companies now have websites and pages throughout social media.

Media convergence, depending on its usage, can do good or bring harm to its users. It can impact humans socially, economically, and politically which means that it is all around us, whether we like it or not. As mentioned above, globalization makes the world borderless and information and entertainment is not excepted. Media is global today unlike it was never before. With this being established, media literacy is affected by media convergence in almost all aspects, as people can now browse the internet and search for anything. There are lots of reason why media convergence is good for the people but unfortunately it also brings demise to humans. As stated by the journalist David Blance ^[3] in the video (Media Convergence) and quoted “great majority of news broadcasting sides with [the] powerful against the powerless”. This means that not all information gathered or seen in the internet that are converge are reliable as there might be some bias towards one cause. Sorting data that are true and accurate is now the challenge, we can’t just swallow hook, line, and sinker the data or information found in many media.

Therefore, media literacy is really affected by media convergence in many ways or aspects. With the kind of media that we have today, information and entertainment travels like a speed of light in the fiber optics. I’m afraid that it is already late, we cannot counter it anymore, everything is already out there. It is really a changing world. To survive we must adapt, think, and maybe re-think.

References:

¹“Media Convergence.” The Canadian Encyclopedia, www.thecanadianencyclopedia.ca/en/article/media-convergence.

² Media Convergence, YouTube, 2 Dec. 2011, youtu.be/7lcUKjGKiEw.

³ Media Convergence, YouTube, 2 Dec. 2011, youtu.be/7lcUKjGKiEw.

21st Century Learning and its Impact on Individuals by: Aldrich Pesirla

We live in an age where convenience comes in the form of a click. Knowledge can be accessed right through our fingertips. In line with this, opportunities present themselves for discovery. With current technology, brings current media. Information can be spread in an instant. And along with its remarkably vast-covering scope, is how rapidly it is delivered.

          As a 21^st century learner, being exposed to these advances have granted me ease in exploring the Internet and various forms of media. Aside from knowing how to operate the devices that grant this exchange, it also equips me with the knowledge of the urgency of always double-checking the stories and so called facts being fed through these sites. Knowing how people who are accustomed to their fast-paced lifestyles have a tendency to cling to convenience, reassessing the information we are fed is simply a step overlooked.

          This class has reminded me of the power of media and how vital information can be. It is the driving force behind change, the catalyst behind a revolution. If not delivered properly, misleading information can wrong some rights and pave way for a greater injustice- one that favors who controls which truth they want to uphold.

          In times of overwhelming floods of information, there is no excuse to remain ignorant. This gift of convenience has unfortunately been corrupted with its curse. It can easily be manipulated and has for long been a platform that amplifies our best and worst parts. While it can update citizens on the current events and urge them to partake in the social and political activities in their country, it also has been a medium where small-scale and large-scale attacks are dealt with. Small-scale as in cases of personal attacks such as cyber-bullying and harassment, while there are large-scale attacks such as misinformation or what we commonly identify with as “fake news.”

          In sum, times are changing, and this demands that we perform the measures necessary to adapt to them. Double checking the things we come across is a must. Now that we have the tools to uncover the truth, it is our moral responsibility to uphold it. With this knowledge, we’d have a better sense of self and society. 

I, a 21st Century Learner by: Carl David Reyes

               I haven’t really been the kind of person who likes to dive into books for studying nor for entertainment. Sure, I read some Harry Potter books and Percy Jackson books but that’s about it. I’m not really interested in reading a thick book or even a long article. Perhaps the reason would be my very short attention span. I can only pay attention to reading material not more than 5 minutes before I start to get bored and probably do something else. It is why I find it hard to do a study out with friends because while they seem to be really focused on studying, I on the other hand, am just on my phone watching videos on YouTube.

              Taking this course, has been kind of an eye-opener for me, that learning isn’t limited in books and online articles. I have been dependent on other people’s notes because it’s much more convenient and easier for me. I have also been afraid of speaking in front of a group of people. This course has helped in many ways than I was aware of. It made me better understand other people and the things they say, it made me less afraid of speaking in front of people, and I have been more involved in writing with more emotion than I ever had.

              As a Computer Science student, it helped me a lot in trying to more critical of IT related articles I read online. Instead of just imitating source codes that I find online, I read it and make sure that I understand the implementation very well before I move on to making my own program.

              Communication isn’t just limited to an oral manner; it is more than just speaking. It is knowing subtle body languages, facial expressions, emotions, and many more. The thing that I like the most about this course, it is that I was given the freedom to write what I want without silly limitations. I might not be fit for formal essays and letters but I find it really cool to be able to vent out what I have in mind without any restraint.