Topic 1:
The Popularization of Filipino Pride and Culture Through Jollibee’s Jollitoys and Trese and its Continued Patronage
Rationale:
In a globalized world where Western influences overshadow local cultures, the assertion of national identity through popular media has become a form of resistance and pride. Jollitoys and Trese both serve as platforms for promoting Filipino identity through popularization, using localized Filipino family-friendly branding and mythology, respectively. Despite essentially being locked behind a price tag or Netflix’s subscription, the continued purchase and subscription reflect a desire among Filipinos for representation in media and products that help in preserving and promoting Filipino heritage and identity even if these are products of capitalism with profit as the driving force. Hence, this study will attempt to explore the factors contributing to the sustained consumer interest in both Jollitoys and Trese and how this assists in preserving the heritage and identity of the Philippines.
Objectives:
The purpose of this study is to identify the economic and cultural factors that interact with one another and contribute to the continued interest in Jollitoys and Trese. The analysis of the commodified factors such as nostalgia and cultural memory and how they were engineered as a supporting component for profitability will be covered. Lastly, the study will analyze and determine its effects on the promotion and preservation of Filipino heritage and identity.
Methodology:
This study is grounded on Eric Arnould and Craig Thompson’s Consumer Culture Theory, viewing consumption as a practice that is driven by culture and identity shaped by social and historical contexts. Through this lens, the researcher will be given the ability to examine how cultural products such as Jollitoys and the animated series Trese are vehicles for the promotion and protection of identity and culture despite being commodified and why consumers continue to patronize these aforementioned commodities. To explore this, the study will employ a qualitative methodology using Arnould and Thompson’s theory as a framework to identify the interplay between economic and cultural factors, exploring and analyzing cultural and societal themes, and gauging its effects on the Filipino identity and heritage.
Topic 2:
The Role and Impact of the COVID-19 Pandemic on the Competitive Evolution of Graphic Novels as seen in Makina and Television Series such as Maria Clara at Ibarra
Rationale:
In popular culture, the COVID-19 pandemic has affected the Philippine television and film industry and the publishing industry wherein the Philippines was flooded with foreign books such as manga, manhwa, and novels and television series namely Korean and American productions that coincided with the exponential growth of streaming services. To compete against both foreign publications and productions, writers and media organizations pivoted towards being more competitive and to differentiate themselves from foreign works in order to attract and hold Filipino consumers. Therefore, by analyzing graphic novels such as Makina and television series namely Maria Clara at Ibarra, this study hopes to show the evolution of Philippine works to be more competitive and appealing in popular culture.
Objectives:
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Identify the role and impact of the COVID-19 pandemic on popular culture concerning television and publishing industries
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Examine the changes in narratives and tactics used by Makina and Maria Clara at Ibarra that enabled both to differentiate themselves and to compete and enable the ability to pierce the popular culture landscape in the aftermath of the pandemic
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Analyze elements and themes that reflect a broad Filipino culture and experience
Methodology:
This study will use a qualitative approach by analyzing the content and themes of both works while grounding the study on Eric Arnould and Craig Thompson’s Consumer Culture Theory and product differentiation. This framework will enable the researcher to explore how consumption practices are negotiated through media during periods of global disruption while conducting a content analysis focusing on narrative decisions, character development, thematic elements, and cultural symbolism for both Makina and Maria Clara at Ibarra. Interviews, audience reception, and reviews may also be used as supplementary data to gain insight into how they were able to compete against foreign content. This approach aims to explore and unveil how domestic creators adapted to changes in popular culture and pressures.