4. Few historical documents are
written in Filipino.
FACTORS:
• the elite Filipinos who studied abroad
during the Spanish era took the
responsibility to write our history in
English
• what was taught to them is what they
wrote (aka foreign perspective of our
history)
• they wrote for foreigners to understand
our history and not for our own sakes
• there are more American “experts” of our
history than Filipinos
5. Different kinds of perspectives
of Philippine History
A. Pangkaming Pananaw
- written by Filipinos in English
- POV of Filipino writers
- meant to be read by foreigners to
understand our history in our POV
-used to correct or argue against
false accounts written by foreigners
Example writers: the elite Filipino
youth, La Solidaridad
Example work: Manlavi‟s History of
Palawan
6. B. Pansilang Pananaw
̶ written by foreigners in English
̶ POV of foreigners
̶ meant to be read by foreigners to
understand our history (part/in
relation to their history)
Example work: Zafra‟s accounts
C. Pangkayong Pananaw
- written by foreigners in English
- POV of foreignors
- what is produced when texts by
foreigners about our history are
read by Filipinos
7. D. Pantayong Pananaw
̶ written by Filipinos in Filipino/
Katutubong Salita
̶ POV of Filipino writers
̶ meant to be read by Filipinos
̶ revolves around the use of Filipino
concepts in order to explain other
Filipino concepts
Example: no use of explanations
like “The Abraham Lincoln of the
Philippines” because the
American hero is a foreign
concept
8. We are in need of a more comprehensive
collection of historical accounts
under Pantayong Pananaw.
WHY?
. . because it should be understood by
our own people
Individual histories of ethnic groups
are independent of each other but are
all still part of the whole history of
the Philippines
Aka concept of ethnohistory – the ethnic
group‟s history is based on its own
experience and not the whole country‟s
9. REALIZATIONS
Our “colonial mentality” is rooted
in our foreign education system (as
manifested by how we learn our own
history)
We should also consider the entire
education system and learning other
subjects in Filipino/native tongue
as well.
11. Sikolohiya sa Pilipinas: the
entirety of “Philippine Psychology”
- concepts such as Babaylan and
Katalonan, Mañana Habit and Ningas Kugon
- Education from the West (ergo, greatly
influenced by the West aka America)
- American Psychology is superior than
Philippine Psychology
Filipinos think it‟s universal &
objective, but it‟s not
“American Psychology is a relatively new
discipline for the Filipinos but
Philippine psychology is as old as the
Filipino himself.”
~ Enriquez, 1975
12. Sikolohiya ng Pilipino o ng mga
Pilipino: the most common among
the three forms
- we treat traits of Filipinos and
ethnic groups as if these are the only
bases of the Psychology of Filipinos
- more emphasis on the physical
attributes instead of considering what
the person truly feels and his or her
goals and experiences
- we tend to generalize Filipinos (i.e.
ningas kugon, “Filipino Time”, etc.)
because it‟s the easiest way
13. Sikolohiya ng Pilipino o ng mga
Pilipino: the most common among
the three forms
- we misuse Filipino as a language and
it is worse than not using it at all
“There is no such thing as Filipino
food.”
fiesta influenced by colonizers
Filipino foods are not called
„Filipino‟, but more on
Ilokano, Kapampangan, Bicol, etc.
14. Sikolohiyang Pilipino: the result
of experiences, culture and
Philippine orientation
- is the definition of Philippine
Psychology from a Filipino perspective
- a study of emotions and experienced
knowledge, awareness of one‟s
surroundings, information and
understanding, habits and behaviours and
the soul.
GOAL: to foster national identity and
consciousness, social involvement, and
psychology of language and culture.
15. Four Filiations of Sikolohiyang
Pilipino
A. The Academic-Scientific Psychology
- At the same time as Scientific
Psychology and the beginning of
Western Psychology in the
Philippines
B. Academic-Philosophical Psychology
- Study of Psychology as part of
Philosophy. Started in the
University of Santo Tomas (UST)
16. Four Filiations of Sikolohiyang
Pilipino
C. Ethnic Psychology
- Major basis of Sikolohiyang Pilipino
- Includes indigenous
psychology, psychology of Filipinos
and the practice of psychology by
Filipinos
D. Psycho-medical
- Religion as a cohesive element and
explanation
17. The nature of Sikolohiyang
Pilipino
- empirical philosophy, academic-
scientific psychology, the ideas and
teachings of Ricardo Pascual, logical
analysis of language
- rational philosophy, the clerical
tradition, Thomistic philosophy and
psychology
- liberalism, the Propaganda
movement, the writings of Philippine
heroes like Jacinto, Mabini, del
Pilar, ethnic psychology
18. The nature of Sikolohiyang
Pilipino
- It is against those factors which
tolerate the colonial thinking of
Filipinos, the exploitation of the
masses and the application of the
psychology of well-developed countries
in the Third World.
- It is not anti-Western theories and
methods, but more on the non-selective
use of imposition of Western knowledge
(Marceline & Pe-Pua, 2000).
19. Sikolohiyang Pilipino: the
development of indigenous
concepts and theories
Points to be considered:
A. Filipino Values
- “Bahala na”
- “Hiya”
- “Utang na loob”
B. Indirect Communication
- Our culture is full of non-verbal
cues as part of our communication
20. Sikolohiyang Pilipino: the
development of indigenous
concepts and theories
C. Internality and Externality
- The Filipino language has two words
for the English word „honor‟
One is „puri‟ which refers to honor
that is physical
Second is „dangal‟ which is honor
from within
D. Cultural division
- It is not the regions which divides
Filipinos, but the culture, itself.
21. Sikolohiyang Pilipino: Research
Methodology
Nature of Research:
* The participants are included in the
research as a group, and not as
individuals (aka an umpukan, or
natural cluster - is required to
serve as the participants)
* The researcher is introduced to a
natural cluster by a tulay
(bridge), who is a part of the
umpukan and is a well-respected man
in the community
22. Sikolohiyang Pilipino: Research
Methodology
Research Methods:
A. Pakikipagkuwentuhan
- the researcher engages in a story-
telling with an umpukan. The researcher
merely serves as the facilitator, while
the kalahok or participants are the one
who are talking.
B. Panunuluyan
- the researcher stays in the home of his
kalahok while he conducts the research
with consent by the host family, whose
head serves as the tulay to an umpukan.
23. Sikolohiyang Pilipino: Research
Methodology
Research Methods:
C. Pagdadalaw-dalaw
- the researcher occasionally visits the
house of his host or tulay, as opposed
to staying in the house.
D. Pagtatanung-tanong
- the researcher undergoes a kind of
questioning session with his kalahok.
Lead questions are not supposed to be
asked, instead the questions to be asked
should be derived from the kalahok's
answers.
24. Sikolohiyang Pilipino: Research
Methodology
Research Methods:
E. Pakikiramdam
- the researcher uses entirely his/her own
feelings or emotions to justify if his
participants are ready to be part of his
research or not.
F. Pakapa-kapa
- the researcher uses 'groping', or a
mixture of feelings as well as
circumstances, to justify his intrusion
into the life of his/her participants.
25. Realizations
We are still colonized by the Americans
(aka education as well as the economy)
Not just because we‟ve grown up to
American Psychology, doesn‟t mean we
have to adopt it forever.
We should give emphasis on the concepts
that give justice to Philippine culture
Philippine Psychology is one of the
ways towards the success of the
Philippines.
26. Suggestions
- use FIlipino as a medium
- be open-minded about the changes of
Psychology in our country
- be universal and particular at the
same time
- respect for our own ability
- let the world know that Philippine
psychology exists by having opinions
and perspectives about it
28. ASSUMPTIONS
- there are a variety of products
and services in the market
- people cannot buy everything so
they must choose
- most popular products in the
market today are under transnational
companies
- Advertisements help convince
buyers to buy a particular product
- Stealth advertising is still
advertising
29. FOUR STEPS IN MAKING ADS
1. research about consumers
- class, age, source of
livelihood, problems, motivations, pers
onality, needs, lifestyle
2. know what needs of the consumer and
how the product can answer
3. know what aspect/characteristic of
the product can be emphasized in the ad
based on #1 and #2
4. make the ad, consider the effect of
all its features
(medium, content, message, color, image
ry, etc.)
30. HOW ADS WORK
1. Ads are backed-up by research on
consumers'
- personality
- needs
- Lifestyle
2. Ad agencies use gathered data to
know what and where to put emphasis
in their ads
3. Philippine ads BOTH reflect and
shape the Filipino way of thinking
and living
31. 4. Through the analysis of
Philippine ads, Psychologists can
also learn the priorities and
inclinations of Filipinos
5. By using data from research on
consumers, some ads trick the
Filipino viewer into thinking this
is what he or she wants/needs
6. Proper education on consumption
is a must in the Philippine
advertising scene
32. Consumer Psychology: a new branch of Psychology
Aspects that affect consumer's
choice acc. to consumer psychology:
1. consumer him/herself
-
attitudes, values, priorities, et
c.
2. product/service itself
-
appearance, packaging, reputation, e
tc.
3. message of the ad
- what image the ad gives of the
33. Consumer Psychology: a new branch of Psychology
Other aspects:
1. period of time the ad is used to
represent the product/service
("lifespan" of the ad)
2. number of ads per product/service
3. change in the market itself
34. Consumer Psychology: a new branch of Psychology
Four Categories of Consumer needs
that shape ads (Yankelovich, 1971)
1. need for a comfortable lifestyle
2. search for happiness and new
experience
3. negative reactions to everyday
scenes (i.e. shanty
houses, traffic, inconvenient
spaces, etc.)
4. interests of people that affect
their consumerism
(family, personal, lovelife, etc.)
35. Consumer Psychology: a new branch of Psychology
Schultz' (1979) Two Techniques As
Use
1. Positive appeal -what will happen
when the product is used
2. Negative appeal -what will happen
if one does not use the products
36. “Ads may affect decisions of
people, but the
meanings/content of ads are
shaped by the consumers
themselves.”
~ Crisostomo, 1966; Lent, 1969
37. ADVERTISEMENTS IN GENERAL:
- reflect the Philippine psychology and
many attitudes, beliefs, and values
- seem to emphasize our colonial mentality
and our inclination to "branded" products
- reflect social norms; what is acceptable
in society (i.e. ads tell us how we should
smell, dress)
- the models and endorsers are reflections
of the perspectives of Filipinos towards
what is beautiful and admirable (i.e. white
skinned women, ideal body types etc.)
38. ADVERTISEMENTS IN GENERAL:
- give the illusion of INDUSTRIALIZATION in
the Philippines (Nofuerte, 1976), that
these internationally based products are a
sign that we are in the ranks of the highly
industrialized countries
- exaggerate via "gimmicks"; use fallacious
claims (i.e. they tell us if we have white
skin we will find love)
- are manipulative because companies/ad
agencies prioritize income over consumers'
wellbeing (Landicho, 1978)
39. HOW ADS AFFECT CHILDREN: TO
CENSOR OR NOT
YES, please. NO, just no.
Because ads create an image of Even censored in TV, children will
wanting things that are not really still and see these in other mediums
needed by children (because budgets will be allocated
in radio/print, etc.
Teaches kids to become materialistic Programming for kids will decrease
in number (no ads = no money)
Tolerates kids in eating foods that If the product is bad for the
are not nutritious (i.e. junk foods) health, its ads shouldn‟t be the
only ones banned. The product
itself should also be.
takes of advantage of the fact that Violates the rights to be informed
kids find it hard to see the fine
line between ads and reality
41. “is a process of social research
by and within the community
members to resolve issues (aka
disabling perplexities). These
disabling perplexities hinder
the community from moving
forward, “thus rendering its
members helpless and feeling
trapped in a vicious cycle”
~ Diaz Lecture Notes, 2007 from
Alfonso, 2000
42. Definition of Terms
- uncertainty: perceiving options on what
to do without a clear understanding of
possible consequences or whose connection to
the DP is not yet clear or is inadequately
understood.
- self-reflexivity: knowledge which
individuals have of their own situation
that goes into the way they define that
situation
- recursion: repeated
questioning, examining, probing and
inquiring by the members themselves
into aspects of their own community
43. Definition of Terms
- enabler: outside facilitator or
researcher who would open up
possibilities for the community
- frame: structure of concepts
constructed to clarity and draw
boundary around a DP
- operational construct: would provide
a functional explanation of the DP and
constitute an effort to make the frame
operative
- consensus: coming to a decision
supported by everyone (or majority)
44. Definition of Terms
- authentication: explicit confirmation
by the members to no longer question
the consensus that has been decided
upon
- institutionalizing: a transition from
re-search procedures from outside to
internalized research procedures where
members could engage on their own
- community competence: when the
community‟s institutions enable its members
to cope with problems beyond the particular
project at hand and on their own
45. Criteria for SSI Applicability
- Involvement of the members of the
community in the process
- Presence of a well-defined community
- Members of the community can be
motivated, and convinced by the
enablers to see the benefits of their
participation
- Ability to translate the Disability
Perplexity into a suitable frame or
structure of concepts
46. Objectives
- to reach a consensus of a decision
fully supported by everyone, in a
process where everyone‟s contribution
is recognized
- to achieve community competence where
members are enabled and empowered to
cope with problems without guidance
from outside
47. HOW DOES IT WORK?
Translate a DP into a suitable frame
Draw a boundary around a DP
Produce poieta, generated information
from the frames Create a
operational construct Arrive at a
consensus Authenticate
Institutionalize = A COMPETENT
COMMUNITY
48. Critique of SSI
- requires resources which some
communities do not have (e.g.
money, time)
- affects the image of the community
since the process is public
49. LIST OF REFERENCES
Alfonso, Dr. Herminia Corazon M. (2000). Socially Shared Inquiry: A self-
reflexive emancipatory communication approach to social research.
Quezon City.
Diaz, Dr. Paz H. (2007). Lecture notes on socially shared inquiry. PICA
Class, July-August 2007.
Crisostomo, I.E. (1966). Modern Advertising for Filipinos. Manila: Social
Communication Inc.
Pe-Pua, R. (1986). Pagtatanong-tanong: Katutubong Metodo ng Pananaliksik.
In New Directions in Indigenous Psychology: Sikolohiyang
Pilipino, Isyu, Pananaw at Kaalaman. Manila: pp 416-430.
Pe-Pua, R. (1990). Sikolohiyang Pilipino: Teorya, metodo, at gamit.
Philippines: Surian ng Sikolohiyang Pilipino.
Pe-Pua, R. at E. Protacio-Marcelino (1998). Sikolohiyang Pilipino Filipino
Psychology): A legacy of Virgilio G. Enriquez. <
http://www.indigenouspsych.org/Members/PePua,%20Rogelia/PePua_Mar
celino_2000.pdf>
Salazar, Z.A. (1997). Ang pantayong pananaw bilang diskursong
pangkasabihasnan. In Navarro, A., rodriguez M.J., and Villan V.
(Eds.). Pantayong pananaw: Ugat at kabuluhan, pambungad na pag-
aaral ng bagong kasaysayan. Mandaluyong City: Palimbagang
Palawakan, pp. 79-125.
