… . ​ Why we want to study it … .

​ Objectives
… . ​ Research Question … . ​ Statement of the Problem

3CA3 - Communication Research

ASPAREN, Ma. Klarisse M.
YAP, Andrea Larice B.

FACTORS THAT AFFECT THE FILIPINO YOUTH’S

PREFERENCES TOWARDS ENTERTAINMENT MEDIA

I. INTRODUCTION
Cultural Hegemony is a philosophical ideology first introduced into the world by
Antonio Gramsci. This is related to cultural theory and cultural behavior. According to a
video podcast discussing Cultural Hegemony, the term is also associated with the words,
domination and ​control.​ The main definition for it is the control and domination of one
group towards another (Gramsci, Selections from the Prison Notebooks). An example is
how powerful countries infiltrate or colonize a developing country through infusing their
own culture, values, and ideas into the culture of the said developing country. This
process would then make the citizens of the infiltrated country submit to the colonizer.
("Hegemony - 10 Minute Philosophy - Terms", 2015)
Cultural Hegemony can also be seen in the smallest detail of what the people of
one place subscribe to in terms of entertainment media, even their preferences towards
music. The researchers chose to focus on music as a specific form of entertainment media
because it has deeply-embedded roots in the growth of a culture and it’s more accessible
to more people. Aside from that, music reaches deeper into culture more than other forms
of entertainment media. It is present in more cultures and it has a big part in moulding the
youth. There is an unraveling phenomenon rising and overthrowing the culture of
entertainment media of Filipino youth’s–particularly college students in the age range of
17-23 years old that populates Metro Manila, Philippines. That ​phenomenon can be seen
 when one observes that ​their preferences are geared more towards foreign, particularly
Western music.
The term “Western” pertains to content produced in the west (United States of
America). These contents contain their specific way of life. It holds their values and
sends the message of their own beliefs and notions.
The researchers are coming into this study with the question, why is ​the
population geared more towards the music of the West​? They take into consideration
school, family, friends, and other ​external sources like media presentation and
advertisement of these entertainment media that could affect the population’s
preferences​. With this, the researchers will also scrutinize these sources to figure out ​if
there really is a problem with the local content of our entertainment media​. And if there
is, ​does this suggest that the ​population subscribes and supports local content on
entertainment media less and less​?
If there is one lesson to take out Communication Arts it is that communication,
flowing through various media, will shape, mold, and define a people. This study
analyzes the local content on music and the preferences of the youth for music to see if
there is a decline to the support of their countrymen’s own works. This study aims to see
if there is negligence and signs of disruption to consuming Filipinos’ own creation in
entertainment media.
The importance of such study lies in the millions of stories applied into
entertainment media, if the answers to these questions bear something negative–that the
youth really prefer Western entertainment media over local entertainment media. The
importance lies within the millions of Filipinos working for this industry whose works
will go unnoticed if these assumptions are deemed true.

II. REVIEW OF RELATED LITERATURE

This study leans into the concept of ​Cultural Hegemony​ as we see this
phenomenon in how the ​Filipino culture has been greatly affected by the widespread of
American culture and language through music, show business, lifestyle, fashion, and
 even infrastructure.​ These factors are also evident in how the main medium for education
is the English language. The education system hones students to be proficient in the
English language, a dominating language around the globe, believing that this will
provide students better work opportunities abroad and in the country. Filipinos are
perceived as great imitators as they take pride in the fact that they can copy other cultures
and perhaps make their practices even better than the original.
This is where another issue/topic comes in: the ​Filipino Identity​. The Problem of
Nationhood (Constantino 1996) says, “​Be that as it may, certain academic circles have
recognised that the depth of the colonial impact has led to the “mis-education of the
Filipino” and a “colonial mentality” that keeps inferiority feelings alive, while fostering
the blind acceptance of the superiority of anything emanating from the United States​.”
Nationalism​ is also an area that we tackle as the absence of vigorous nationalist
sentiment is at the root of all sorts of social problems. The evocation of “nationalism” as
a catchall for everything that is wrong can be related to the fact that in the native Tagalog
language the concept is inherently vague; furthermore, it is used interchangeably with the
terms estado (state), bansa (nation, country, state), bayan (country, national home,
people)
and pamahalaan (government, regime).
This study also looks into the ​film industry to compare and contrast its
Situation with the music industry.​ ​This will provide the research a more solid outlook
of the situation of the Philippine entertainment media. “​The rising literacy levels in
Asian countries and access to Western (mostly American) entertainment offerings are
turning media consumers to be more demanding from their traditional cultural and
entertainment industries.​” (Rampal, Kuldip, Cultural Imperialism or Economic
Necessity?: The Hollywood Factor in the Reshaping of the Asian Film Industry.)
These sources also take a look into an overview of the ​Filipino Culture​ through
Filipino Psychology​ which has published that over the past fifteen years, there has been
some efforts to quantify and “scientifically” capture colonial mentality among Filipinos.
First, there’s the Colonial Mentality Scale (CMS), which is a typical questionnaire that
 directly asks people if they hold some signs of colonial mentality. Second, the Colonial
Mentality Implicit Association Test (CMIAT), attempts to capture whether Filipinos have
strongly and automatically associated Filipino culture with inferiority​. Data from the Pew
Research Center's Global Attitudes Project show a higher percentage of Filipinos
surveyed – 85% to be exact – having a more "favorable" view of the American
people. ​Americans come second in the survey, with 84% saying they have a "favorable"
view of themselves.

III. METHODOLOGY
This study will make use of the qualitative and critical research methods. It will
undergo interviews and focus group discussions. This study will also rely on surveys to
the Filipino college students population in Metro Manila.
In this chapter, an outline for the research methodology will be provided. This
will be used to answer the research questions of the study regarding the different factors
that have affected the Filipino youth’s preferences in entertainment media. In addition,
the chapter will include a detailed description for the research approach, data collection
and selection process, and the data analysis methods or techniques used by the
researchers in this study.
A. Methodological Approach (Research Design /Approach)
The researchers used the quantitative and qualitative method to achieve
the results needed to identify the factors that have affected the Filipino youth’s
preferences in entertainment media. This mixed method allows for a numerical
measurement and a detail oriented exploration regarding the subject matter, and is
best served to answer the questions and purposes of the study.
B. Population of the Study
The target population for this research are Filipino college students
belonging to the Generation Z who reside in Metro Manila. These youths in the
Filipino society today are considered to be in their late teens and early twenties
and are born from the mid-1990s to the early 2000s. They are believed to be more
 exposed to different local and international entertainment media content
considering the vast evolution and development of technology.
​C. Methods of Data Collection and Selection
The researchers utilized surveys and questionnaires, conducted interviews
and focus group discussions among the target population.
• Quantitative: surveys and questionnaires + existing quantitative data (for
inclusion in the analysis)
• Qualitative: interviews and focus group discussions + existing qualitative
data

IV. Conceptual Framework

Fig. 1
 The figure presented above is used to further explain the different factors that affect the
Filipino Youth’s preferences towards music as their top choice of entertainment media. The
researchers have considered the following: education, family, advertisements and commercials as
the main factors that have affected the youth’s preference for either American Pop Culture or
Filipino Pop Culture.

Theoretical Framework
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