Filipino Media Discrimination

998 Words4 Pages
With the rise of globalization over the passing years, western media, specifically American and European film, television, and publications, have been able to reach a worldwide audience and influence smaller countries. As one of these countries, the Philippine entertainment industry has since then morphed into an institution where Caucasian beauty is presented as “ideal.” This could be seen as problematic by failing to represent the Filipino norm of brown skin and opting instead to feature fair-skinned women and their privilege. (Rondilla, 2012.) Filipino clothing brand BAYO launched an ad campaign in 2012 that featured mixed-race model Jasmine Curtis-Smith with the words “What’s your Mix?’ as its slogan and the tagline “50% Australian and 50% Filipino” to further capitalize on the campaign’s cultural context. The ad generated buzz on social media, as it went viral with netizens calling out the company for…show more content…
Discrimination on the aspect of skin color has been normalized to the extent that even children use slurs such as negro, ita, baluga, uling as insults when getting into heated arguments with each other. (Gonzales, 2013.) Victims of early childhood bullying due to physical aspects such as skin color are vulnerable to develop deeply-rooted insecurities that can last well into adulthood and lead to more serious problems with self-esteem. Another cultural norm that solidifies the presence of racial discrimination in the country is the casual, uncalled for recommendation of whitening products to people with darker or tanner skin. On the other hand, having fair skin is often seen as praise-worthy, and external remarks noting that one has grown fairer is easily accepted as a
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