This series of Colt45 commercials is interesting in that there is an attempt to resist hegemonic masculinity but a few seconds later, this resistance is resisted, in the form of very large bottle of Colt 45 dropping from the sky. Like a big hammer stamping a big fat HEGEMONIC MASCULINITY all over the commercial. This only means one thing, that the stereotype of the macho Filipino man is so deeply embedded in our society's construction of identity that Filipino men all over are pressured to conform to that image. The following videos feature four friends and each one has their own video where one is caught in the act of being a little less macho than they should have been so, well, you just have to see for yourself.
Riza Santos! Leave the fashion advice to the women, tsong. Tingnan mo tuloy.
Lesson learned: don't take any calls (especially from the girlfriend) when watching quality television like UFC with the boys.
Ok, I admit, I'm guilty of this too but for utensils only and I'm still alive so....
Not exactly the best time to wipe down, pards.
Tuesday, October 12, 2010
Man = Conqueror
There is a common trend in today's TV commercials that feature Filipino men. First, that there is an almost exclusive use of the Filipino leading man. Second, that this Filipino leading man is juxtaposed with over the counter (OTC) drugs such as Paracetamol and the like.
Now, these have implications. First, that the Filipino leading man is being pushed as the ideal image of Filipino men as a whole. That all Filipino men should be, if they aren't already, physically and mentally fit as well as physically attractive (yes, even Pacquiao). Notice also that all of the product endorsers in the commercials below have a goal in mind: to be in top physical condition in order to go about their business being manly men. I label this phenomena as the "conqueror mindset". Men are problem solvers and feel a sense of accomplishment when they overcome or conquer a certain problem. In the course of being manly men, obstacles arise such as muscle fatigue and headache. The use of OTC drugs is a way to conquer these obstacles in order to continue being manly men.
John Lloyd Cruz for Biogesic, a popular brand of Paracetamol.
Manny Pacquiao for Alaxan, a popular brand of Ibuprofen. He's in the process of training to maintain his status as arguably, best pound-for-pound boxer, and he experiences muscle pain so he uses Alaxan to maintain his training form.
Probably the best example of that "conqueror mindset" discussed earlier. Watch the video.
Now, these have implications. First, that the Filipino leading man is being pushed as the ideal image of Filipino men as a whole. That all Filipino men should be, if they aren't already, physically and mentally fit as well as physically attractive (yes, even Pacquiao). Notice also that all of the product endorsers in the commercials below have a goal in mind: to be in top physical condition in order to go about their business being manly men. I label this phenomena as the "conqueror mindset". Men are problem solvers and feel a sense of accomplishment when they overcome or conquer a certain problem. In the course of being manly men, obstacles arise such as muscle fatigue and headache. The use of OTC drugs is a way to conquer these obstacles in order to continue being manly men.
John Lloyd Cruz for Biogesic, a popular brand of Paracetamol.
Manny Pacquiao for Alaxan, a popular brand of Ibuprofen. He's in the process of training to maintain his status as arguably, best pound-for-pound boxer, and he experiences muscle pain so he uses Alaxan to maintain his training form.
Probably the best example of that "conqueror mindset" discussed earlier. Watch the video.
Monday, October 11, 2010
On the Racks
We are all familar with the local magazines that cater to the different lifestyles of men and women in general. Just basing on the cover, you can see what kind of images the magazine promotes and what kind of lifestyle it 'imposes' on men. It is focused on fitness in terms of having a body closer to the models, with hard-rocking abs or kick-ass muscles. It also contains "guy wisdom" as well as sexual tips or how to please women. The counter part magazine for women Women's Health, contains more or less, the same topics like, weight loss, sex and romance, beauty and style, fitness and diet, how to please men, how to handle stress etc.
Despite the fame of this kind of magazines in the market, interestingly, there are other magazines which cater to another type of readers, the homosexuals, or more specifically, the gay homosexuals.
The ICON magazine obviously caters to gay audience. It talks about issues on sexual relationships of gays with other gays. Everything related to the queer kind of lifestyle.However, despite its position to produce a kind of magazine that is open to homosexuality, it still faces many controversial issues regarding homosexuality. One of the criticisms that the magazine faces is that its focus only on the superficial and stereotypical issues of gays, mainly sexual needs or how to satisfy their partners. Many gay rights advocates believe that it masks the real problems that gay people face in the society;that is discrimination, gay identity, sexual health etc.
OUTRAGE magazine, another homosexual magazine, claims that magazines like this should be concerned about the real issues of the homosexuals, politcally, socially, economically and even personally.
"This coming in the heels of the closure of once-popular Filipino-specific LGBT publications ICON and Generation Pink (GP), and the continuing infamy of semi-pornographic gay publications like Valentino and Coverboy, which leave the local community without its own media. "Gay media, as it developed in the Philippines, focused on the extremes – it was politics versus sex and parties. We used to have a publication for the semi-political in Manila Out, and then, in the likes of ICON, GP, Coverboy and Valentino, we had those largely focusing on more sensationalized, albeit trifle, issues of gay parties and of sex for sex's sake," says Tan, who laments how "we continue failing to merge both, when that is what we should be doing."
Outrage magazines covers issues such as:
-the Filipino gay identity,
-sexual health-discussions on safer sexual practices and HIV and AIDS
-gay rights-morality in sexuality
-recreational drugs and their rampant use concerns of gay travelling in the Philippines
-fashion, and reviews of everything LGBT, from party venues to restaurants, and from plays to films.
Other specific topics include:
-Gay entrepreneurship
-Advocates of GLBTQIA (Gay, Lesbian, Bisexual, Transsexual, Queer, Intersex and Ally)-Armed and Gay
-Drug use issues in GLBTQIA
-Gay homes
-Queer siblings
-Support systems
-Sexual dysfunctions
It's interesting to see how these parties who seem to be on the same side of the racks, to actually have different concerns and issues they raise. It is important to note that homosexuals are also different people coming from different social classes and economic positions, but it is more important to focus on the real issues they experience, which most of the time, are dismissed because of the stereotypes we have on homosexuals.
Coming Out
From the time that this ad hit the billboards at the biggest avenues of Metro Manila, it immediately received many criticisms from different religious and conservative groups. According to them, the ad promotes homosexuality and that it is corrupting to the people especially to the youth.
The ad board received many complaints from different sectors and groups of the society, so they did an immediate action of banning this kind of advertisements.
From: Abdulrahim Janjalani
Subject: offensive billboard
Date: Thursday, December 17, 2009, 10:14 AM
I am writing to extend my violent vehemence regarding that Glutamax billboard ad on South expressway because it is offensive to public morals, given the implicit sexual message it gives. it normalizes homosexual sex, a propagandistic act to make homosexuality seem natural when it is not. Homosexuality is a gender identity disorder that needs compassion and care and cure, not mindless naturalization and normalization. thanks you! i pray you take down this offensive billboard, or we'd rally entire communities of fervent Catholics against this.
***
Dear Ms. Honrado-Dasig (Head, Ad-Board Standards)
Pls cause the taking-down of the offensive subject Ad of GlutaMax in the South Expressway. Its sexual innuendo/ suggestiveness is damaging to the morals of the population, esp to the youth.
Thank you.
Jos S. Sandejas
Chairman, Parents for Education Foundation, Inc.
***
Other complaints over the internet went like this:
"This is to complain about the offensiveness of the billboard ad for GlutaMax currently posted on SLEX. I don’t want my kids to see it and ask me what “whiter and gay” means and what that man is doing."
"This advertisement is sexually suggestive, and therefore is unfit for a public advertisement, especially for one which many children and teenagers view. I request that action be taken to remove this as soon as possible, with the corrupting influences which it presents."
This is probably the first ad that went very open about being 'gay' of a person, and also being open to promoting homosexuality. LGBT parties were very appalled by the offensive comments of the conservative groups and this also made them strongly push for a seat of the Ang Ladlad party list in the last election.
DJ Mojo Mojo, the man of the ad, has expressed his sentiments about the issue in his twitter account.
“Come on, this is the Philippines! GAYS are EVERYWHERE and have been part of PINOY CULTURE since forever. Let’s not fool ourselves, PUHLEEZ!” (mojojo899)
“It’s okay to have gays in pinoy media as comedians singers & such but to have the word “GAY’ in an advertisement, why is that controversial?” (mojojo899)
“LGBTs literally run Philippine Media & Advertising but why is it that they do not stand up for our own rights? Please, make a stand!” (mojojojo899)
After all the issue, he then again came up with another ad, with the same bold statement he is advocating for.
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