 Popular Culture in the Philippines through Theoretical Lens (Part2)

Pop Culture in the Philippines Through Theoretical Lens (Part2)

CULTURE INDUSTRY AGENDA SETTING THEORY

Week 8

INDEX

CULTURE INDUSTRY DEFINED

WHY CULTURE INDUSTRY

INTRODUCTION

MASS DECEPTION AND SOCIAL CONTROL

BLOG/VIDEO

ADVERTISING & CULTURE INDUSTRY

CULTURE INDUSTRY AND JOLLIBEE

THE LEVELS OF AGENDA SETTING THEORY

AGENDA SETTING THEORY

REFERENCES

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EXAMPLES

POP COMMERCIALS

• Culture Industries was proposed by Theodor Adorno and Max Horkheimer of the Frankfurt school in 1944.

• It was presented as critical vocabulary in the chapter “The Culture Industry: Enlightenment as Mass Deception”, of the book Dialectic of Enlightenment.

DEFINITION

• Culture Industry refers to the standardization and false-singularity of cultural items, and how these cultural items are regulated.

• It says that we, as people, have become standardised because corporations produce standard products which fit our needs and demands.

• So corporations produce our needs and desires.

We are actually all the same.

1. If the cultural products lose their sense of meaning and authenticity due to their mass production, so do the individuals who buy them. 2. Subconsciously, we may not realize that each time we buy a new and trendy product, we are merely buying the new trendy “thing” to add to our very own material product of a self. 3. The truth is that we are buying this product because it is frequently publicized through media only to illustrate this materialized commodity of “cool” that everyone must have. 4. We are truthfully as much of a commodity as the product itself. Regardless, we have a situation where the consumers are being victimized by the producers in that they know what we like and give us what we want; therefore, we no longer have genuine experiences. 5. We may “think” we are expressing our sense of self and individuality by buying the latest Samsung phone of a different color, because in our mind, we find that typically everyone buys blue or silver and we want to be different; thus we conclude we are being unique.

We are actually all the same

ADVERSITING AND CULTURE INDUSTRY

It is the advertisement that attracts the consumer to buy a product and ascribe the connotation of “coolness” to it.

Advertising plays a crucial role in our everyday lives.

Advertising effectively grabs the public’s attention through the use of television commercials, billboards, magazines, etc.

The product and the advertisement become two of a kind.

MASS DECEPTION AND SOCIAL CONTROL

• ‘Mass deception' and ‘Social control' describe the ideas and theories that Adorno and Horkheimer earnestly prescribed.
• Adorno saw what he referred to as ‘the culture industry’ as constituting a principal source of domination within complex, capitalist societies.
• The Culture Industry is characterized by three specific ideas: Monopoly, Mass Production, and Technology.

Culture industry prefers effects and style over substance and content. That’s one of the reasons why films like ‘The Iron Man’ is such a huge hit.

Effects and Style

VS

Substance

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http://jrmediaculture.blogspot.com/2012/02/culture-industry-enlightenment-as-mass.html

CULTURE INDUSTRY AND JOLLIBEE

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"The chicken joy brings actual joy."

• The owner thought of an idea to create a fast-food spot that solely appealed to the Filipino palette.
• The chain began popping up all over the Philippines, attracting more and more customers
• It competed with large American chains and combatted McDonald’s entry into the Filipino market in the early ‘80s.
• At its core, its success lies in the fact that it was -- and continues to be -- unabashedly Filipino, with hot dogs galore in the banana-ketchup spaghetti and garlic rice paired with every breakfast meal.
• Heaping buckets of chicken, signature Yumburgers, rice-and-beef breakfast platters, shrimp-packed noodles, and hot dog-stuffed sweet spaghetti.
• "But that day, when the bee showed up… the reaction from the kids was that of Michael Jackson appearing in Budapest. Everyone crying, screaming, freaking out like it was Justin Bieber. And then he got into a full song and dance and everyone is just floored." (Samantha Duenas, a Los Angeles-based singer and DJ)
• People are led -- at the behest of a smiling, dancing bee in a tuxedo jacket -- to the promise of joy. Chicken Joy.

AGENDA SETTING THEORY (Maxwell McCombs and Donald L. Shaw)

The agenda setting theory comes from a scientific perspective, because if we are looking in the effects of mass media that if an individual is exposed in one issue that was televised in television many times there is a great possibility that the individual will have more interest in the issue.

Agenda Setting Theory. It discusses a very powerful influence in mass media ”the agenda setting theory says that media(mainly the news media) aren’t always successful at telling us what to think, but they are quite successful at telling us what to think about”.

The levels of agenda setting theory

Second level

First Level

Media uses objects or issues to influence the people what people should think about .

Media focuses on the characters of issues how people should think about .

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“In choosing and displaying news, editors, newsroom staff, and broadcasters play an important part in shaping political reality. Readers learn not only about a given issue, but also how much importance to attach to that issue from the amount of information in a news story and its position,” www.masscomtheory.com said.

Most Attention-Grabbing Commercials of 2020

"Smile Ka Na, Lola" from McDonald’s

"Babangon Tayo" from Nescafé

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Kris Aquino for Shopee’s 11.11 Big Christmas Sale

"#DearPa" from PLDT

References

Juico, H. (20112) Agenda Setting: Media attention and Policy Making in the Philippines. Retrieved on September 24. 2021 from https://prezi.com/kyhvnmneq5ni/agenda-setting-media-attention-and-policy-making-in-the-philippines/Rodriguez, M. (2020). 10 Most Attention-Grabbing Commercials of 2020. Retreived on September 24, 2021 from https://www.spot.ph/entertainment/movies-music-tv/84593/best-filipino-commercials-this-2020-a4362-20201212Sabnani, P. (2012) Culture Industries .Retrieved on September 20, 2021 fromhttps://www.slideshare.net/pankajsabnani/culture-industriesThe Manila Times. (2015). Agenda-setting theory and the underdogs. Retreived on Spetember 24, 2021from https://www.manilatimes.net/2015/05/16/sports/agenda-setting-theory-and-the-underdogs/183979Thompson, K. (2019) How Filipino Chicken Chain Jollibee Became a Fast-Food Cult Phenomenon. Retreived on September 24, 2021 from https://www.thrillist.com/eat/nation/jollibee-filipino-fast-food-chain-history-popular-cult-following

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