Synthetic Culture and Development

RENATO CONSTANTINOSynthetic Culture and Development Foundation for Nationalist Studies, Inc. 1 By the same author: The United Nations, Graphic House, 1950 Recto Reader, (ed.) Recto Foundation, 1964 The Filipinos in the Philippines, Philippine Signatures, 1967 The Making of a Filipino, Malaya Books, 1969 Dissent and Counter-Consciousness, Malaya Books, 1970 The Philippine Insurrection Against the United States by J.R.M. Taylor (5 vols.) (ed.), Eugenio Lopez Foundation, 1971 The Marcos Watch, (Luis R. Mauricio, ed.) Malaya Books, 1972 Identity and Consciousness: The Philippine Experience, Malaya Books, 1974 The Philippines: A Past Revisited, with Letizia Constantino, Tala Publishing Corporation, 1975, reprinted as The History of the Philippines: From the Spanish Colonization to the Second World War, Monthly Review, New York Global Corporations and the Transfer of Technology, Erehwon, 1976 Insight and Foresight, Foundation for Nationalist Studies, 1977 Westernizing Factors in the Philippines, Erehwon, 1977 The Philippines: The Continuing Past (co-author Letizia R. Constantino), Foundation For Nationalist Studies, 1978 Neocolonial Identity and Counter-Consciousness: Essays on Cultural Decolonisation, Merlin Press, London, 1978 and M.E. Sharpe, New York, 1979 The Second Invasion: Japan in the Philippines, 1979 Soliongco Today (ed.) Foundation for Nationalist Studies, 1981 The World Bank's Trojan Horses - KKK and Recolonization, Karrel, Inc. 1982 The Miseducation of the Filipino (with World Bank Textbooks: Scenario for Deception by Letizia R. Constantino), Foundation for Nationalist Studies, 1983 Sovereignty, Democracy and Survival, Karrel, Inc. 1983 For Philippine Survival: Nationalist Essays by Claro M. Recto and Renato Constantino, Berkeley, Cal., 1983 The State of the Philippine Press, (ed.) Foundation for Nationalist Studies, 1984 The Post-Marcos Era: An Appraisal, Karrel, Inc., 1984 The Relevant Recto, Karrel, Inc., 1985 Parents and Activists, Karrel, Inc., 1985 Claro M. Recto, Memorable Speeches and Writings, (ed.) Foundation for Nationalist Studies (forthcoming) ISBN 971-1058-03-0 Copyright 1985 Foundation for Nationalist Studies 38 Panay Avenue, Quezon City Second Printing, September 1987 2 Table of Contents 1 THE CONDITIONING PROCESS 1 The Cultural Component 2 Linking Culture and Economics 3 TNCs as Cultural Agents 4 Changing Values 6 Skewed Priorities 7 Medicated Society 8 Advertising and Cultural Commodities 9 Informational Monopoly 10 2 CULTURE AND COMMUNICATION 13 Culture as Social Communication 15 Ideological Apparatus 16 The Rise of Media 17 Communications and Technology 18 Concentration and Conglomerization 19 Hegemony of Amenican TNCs 20 TNCs and the National Security State 21 Widening the Gap 22 Origin of "Free Flow" 23 3 THE PHILIPPINE CONTEXT 27 Communications Monopolies 28 Role of Print Media 29 The Economics of Domination 30 Hollywood, Inc. 31 4 SYNTHETIC CULTURE 33 Reordering Reality 34 The Impact of TV 35 Standardization of Culture 36 Colonizing Life Experiences 37 Means of Social Control 37 Ideological Dependence 39 Homogenization and Sedation 40 Standardization of Consumption and Culture 41 Thought Transference 42 3 5 PHILIPPINE CULTURAL SCENE 45 The Philippine Experience 46 Native "Transmission Belts" 47 Strangers to the People 48 Seepage from Above 49 6 RESPONSES 51 Synthetic Culture vs. People's Culture 52 One-way Information Flow 52 Third World Reactions 52 Two-Fold Problem 53 Alternative Possibilities 54 Communications and Development 55 The options at Hand 56 Some Guidelines 57 Communications and Liberation 59 7 THE COUNTER-CULTURE 61 Characteristics of People's Culture 62 The Need for Re-education 63 Nationalism and Internationalism 64 NOTES 67 4 . 5 . While decolonization resulted in flag independence for former colonies. Assigned their roles in the new international division of labor. these new independent states find their resources still subject to exploitation by the club of advanced capitalist countries led by the United States.1 The Conditioning Process In the age of neocolonialism the techniques subjugation and control are no longer primarily military in nature. it denied these emergent countries economic independence. further integrating them into the world capitalist system. transnational banks also extract wealth from Third World countries through the mechanism of debt service. The cultural conditioning process has become an integral component of economic and political domination.A prominent feature of the neocolonial stage of capitalism is the predominance of transnational corporations which produce and distribute a great portion of all the goods of the capitalist system and have at their command a global financial network that controls a huge amount of capital flow. In addition to the TNCs. thanks to cultural conditioning. 6 . The Cultural Component Some scholars have deplored the fact that questions of trade and finance and of the debt problems that arose from the latest crisis in the capitalist world have overshadowed the cultural component. these economic policies have profound cultural effects on society. Cultural instruments utilized prior to and during the neocolonial period were effecting mass cultural colonization of emergent nations. Despite competition and contradictions among themselves in their day-to-day operations. it is quite true that cultural factors have not merited the same attention from scholars as the economic issues that beset the Third World. no thorough-going economic analysis can avoid considering the cultural component. However. On the surface. This cultural matrix has become both the arena in which foreign inspired economic policies are debated and the venue for making such policies acceptable. Their overseas subsidiaries earn huge profits through their use of the natural resources. for culture is a pervasive if subtle force that is a determinant in the acceptance or rejection by Third World countries of the various economic development policies foisted on them by advanced capitalist states. All too often the parameters of such debates and the concepts accepted as givens are in fact those already set by global economic institutions. raw materials and cheap manpower of Third World countries. Culture is a potent tool for realizing this objective. giant corporations and transnational banks have a common stake in keeping these countries securely within the global capitalist system. In turn. This deformed culture of the colonized is represented as the national culture 7 . are allowed to blend with the new values. in many parts of the Third World. these values are also essentially those of the hegemonic class or classes of a particular society and as such do not necessarily reflect the objective needs and interests of the people. Moreover.In assessing the problems of development. if useful in forwarding the objectives of the colonizer. on the other. cultural values are external impositions by ruling powers over dominated nations in order to insure the continued rule of the former and the docility of the latter. it is therefore essential not to lose sight of the relationship between economic and cultural factors. Powerful economic forces and institutions in the advanced states understand the economics of culture and use it for their own ends while presenting culture to those they wish to dominate simply as entertainment or aesthetics divorced from the material concerns of daily life. Thus. Linking Culture and Economics Cultural values in any society reinforce the prevailing socio-economic base. Although they are products of definite stages of development. Third World peoples (and those who work in their behalf) have to restore in their consciousness the link between economics and culture to understand how culture is being used to deepen their economic domination. threatens with extinction or at least modifies indigenous national cultures in Third World countries to suit neocolonial purposes. what the dominated people regard as their traditional values at present may be something rooted in the past which has undergone modifications to suit colonial ends and thereby preserve the system of national oppression. Values which once corresponded to a certain stage of pre-colonial society are either destroyed or. The role that the cultural component plays in the growing economic transnationalization of the world cannot be minimized nor can we ignore the implications of the trend towards a "world culture" which on one hand desensitizes the citizens of the advanced countries to the effects of their governments' economic policies in the Third World and. with time.finally take place. triggering mass discontent and a search for an alternative path of economic development. cultural values reinforce the kind of economic. Thus. During the period when neocolonialism reigns supreme and the anti-imperialist forces are barely making themselves felt. cultural values promoted by neocolonialism have become a material force forming part of the apparatus of dominance. transforming the sphere of culture and playing a vital role in changing the socio-economic base. imperialist exploitation generates its own opposite. it shifts depending on the prevailing balance of forces. new nations are susceptible to Western models of development and methodology which serve as fetters to their real liberation and social progress. The native elite have imbibed these values almost completely. In the course of centuries of colonialism and with the intensification of neocolonial propaganda. Cultural values that assure the existence of good colonials have been carried over to the neocolonial phase because of the deep-seated nature of colonial influence. The presence of TNCs in the manufacturing 8 . the transnational corporation. TNCs as Cultural Agents As earlier underscored. The relationship between cultural values and economic development is a dynamic one. that most economic of entities.and with the passage of time comes to be regarded as native by a colonially transformed people. Only when this transpires will real development . cultural values in support of an alternative system will gain headway.one which meets the real needs of the people and not the narrow corporate interests of the global corporations . development favored by the advanced capitalist powers. As this process accelerates and as the anti-imperialist forces gain strength. Consciousness remains imprisoned within the mold created by the colonial past and the neocolonial present. they themselves have become agents of Westernization and defenders of the status quo. However. has in the last three decades become a potent agent for cultural change. In the Philippines. introducing them to new consumption goods (household appliances. they have also thrust large rural sectors into the moneyeconomy. whole communities. almost self-sufficient small farmer was transformed into a contract-grower who eventually became saddled with debts as a result of onerous contracts he could hardly read. disrupting traditional relationships of mutual help among subsistence farmers. In the Philippines. The consumption patterns and general lifestyle of their managers become models to be approximated by local executives while suppliers and subcontractors must adjust their production concepts and styles to TNC priorities and standards. canned goods. Many have ended up as landless laborers in the TNC plantations or as migrants who have swelled the squatter communities of the cities. also produced by TNCs) and eventually. In many cases. the independent. have changed the lives of. Philippines and Del Monte have caused massive shifts from small-scale rice farming to contract-growing of pineapples and bananas.2 The large amounts of imported fertilizers and pesticides required by these new rice varieties have. both cultural conditioning in terms of the propagation of the value of modernization and the granting of economic incentives insured the acceptance of the Green Revolution." their management concepts and operational techniques to their Third World joint venture partners and to local entrepreneurs in general. not only enriched TNCs manufacturing these items.1 TNC requirements for international trade have changed not only the crops Third World farmers raise but their lives as well. particularly the high yielding varieties (HYVs) of rice developed by the International Rice Research Institute (IRRI) funded by the Rockefeller and Ford Foundations. Agribusiness transnationals for instance. TV sets. as the prices of agricultural inputs were raised beyond what could be offset by 9 . the operations of Dole. Cash crops for export are rapidly replacing crops for domestic consumption.sectors of developing countries facilitates the transmission of their "business culture. etc. reducing many farmers to a new level of penury to the point that many have abandoned their lands and joined the urban ranks of the unemployed. and sweet taste are more important than nutrition. not to the slower one of the old seeds."3 One may add that among the uninformed. A few examples should suffice. convenience.increased yields. The poor farmers can no longer live off the land as they used to. the sales campaigns of TNCs have resulted in "increasing consumption of white bread. given the tendency (common among the colonized) to regard foreign goods as superior. the release of water is timed to the growth cycle of the HYVs. In rural. confections. Changing Values The products of trans-nationals are not inert items on a shelf. According to R. in irrigated areas. Barnet and R. Besides. Philippines it is sad to see mothers selling fresh coconuts and giving part of the proceeds to their children to buy a bottle of coke. Those who remain must contend with a production pattern they have accepted as part of the modernizing thrust and which they can no longer change even if they wanted to. crustaceans have been poisoned by the chemical inputs that the HYVs require. when they seep down to the poor. are almost criminal in a poor undeveloped country particularly. The indigenous seeds are no longer available and energy consuming equipment has taken the place of farm animals. fish. The dreadful results of Nestle's massive promotion of tinned milk for ' babies in Asia and Africa provoked a well-organized 7-year boycott of that corporation's products by consumer 10 . shrimps. these new foods may even appear more nutritious. They are bearers of the values and lifestyles of an affluent industrial society and carry with them some of the skewed priorities and consumption aberrations which. deplorable in that society. they change consumption patterns. Mueller. and soft drinks among the poorest people in the world by convincing them that status. priorities and values. bottle-feeding is still a status symbol in the rural areas of the Philippines. Although the targets of the TNC sales pitch are the elite and middle classes. Skewed Priorities In Third World countries where poverty is virtually endemic." short for United States) are status symbols and local goods of "export quality" also have prestige value. A recent interview of Filipino rural women revealed that imported goods (significantly lumped together under the term "stateside. tobacco use in 11 . the cans are displayed on kitchen shelves. canned sardines. mackerel and vienna sausage are considered the best that may be served to visitors. After being emptied.' seen on billboards and 'to a lesser extent on television. and despite earnest counter-propaganda for breast-feeding by health workers and other concerned groups. A ludicrous effect of TNC sales drives on dietary values among rural Filipinos is their attitude toward canned goods. money sorely needed for food. rural young women have become fashion conscious and buy jeans and cosmetics on installment basis. where recent estimates place fully 70% of families below the poverty line. their advertising is "democratically" heard via transistor radio. Moreover. US cigaret exports nearly tripled in the last 10 years. In many a rural household. soft drinks and the latest fashion jeans.5 One may likewise mention the aggressive drive of tobacco transnationals to open new markets in Africa and Asia among women and youth at a time when dissemination in the first world of data on the deleterious effects of tobacco has caused their domestic markets to decline by 2% a year in most Western countries over the past decade. for example.4 Despite the number of infant deaths and illnesses associated with bottle-feeding under unhygienic conditions. the distortion of consumption priorities as a result of TNC advertising and sales campaigns obviously has more serious consequences than in affluent societies. According to the World Health Organization. In the Philippines.organizations. cosmetics. shelter. and basic health care is often squandered on tobacco. Thailand had a 50% increase in smokers between 1970 and 1977. India. On the other hand. In the Philippines. research on local resources has been stunted. 60% increase in 10 years. It has downgraded traditional folk -drugs even in the eyes of those who cannot afford foreign medicines such that a poor father will do without food in order to buy a cough medicine or an antidiarrheal pill because he no longer trusts certain traditional decoctions from local plants. It has resulted in a climate of overmedication for those who can afford a pill for every ailment.6 Medicated Society Drug TNCs are still another economic group whose products have had far-reaching cultural consequences. the Western-oriented medical education in the country insures not only less interest in research on indigenous drug sources but even lack of expertise in dealing with diseases typical of a tropical Third World country. Pakistan. and/or it may be successfully neutralized as well as converted into a new source of profits. This is not simply a question of profits going to foreign companies rather than to local entrepreneurs. Moreover. their control of the market has prevented the development of a national drug industry. Although there have been some successful government sponsored researches to systematize dosages of traditional medicines and produce them as pills.the Third World has been going up by 5% annually. 90% increase in 20 years. or knowledge of them has already disappeared from his cultural milieu. the massive advertising of foreign drugs and the general cultural climate of confidence in and preference for foreign products has reduced the effectivity of such programs. Given the preference of Western pharmaceutical giants for imported raw materials. The emphasis is on the latest 12 . especially if he is an urban resident. drug multinationals themselves have evinced interest in herbal medicines which goes to show that traditional medicine is not really perceived as a threat by the TNCs. are vital for planning the industrial system. The concentration on medication rather than on disease prevention. on individual rather than community health.the management of consumer demand . a fact which inevitably resulted in their control over the communications industry. The pressure of the resulting debt adds to his reliability. Media can no longer exist without advertising. Advertising has become an indispensable part of TNC operations. John Kenneth Galbraith offers a perceptive appraisal of the relationship between advertising and consumption in the following words: Advertising and salesmanship . Compelling inducements are then provided for him to go into debt. too. the wants so created ensure the services of the worker. his wants are kept slightly in excess of his income. At the same time.7 Advertising and Cultural Commodities The cultural effects of material goods such as those produced by TNCs are deepened and disseminated to every nook of the world by the communications industry. 13 .medical technology and curative procedure from Western medical centers rather than on the health problems characteristic of developing nations. as a worker. As a result of this orientation of the medical profession and the general population. obscures the societal source of many diseases. Indeed.8 The importance of advertising as a stimulator of consumption has caused TNCs to spend billions of dollars on it. Ideally. there is less pressure for policies intended to remove structures that breed poverty. the main cause of malnutrition and the basic cause of many diseases. several industrial giants have found it useful and economical to invest in the communications industry as well. policies and decisions affecting media are therefore largely in the hands of advertisers. and so on."9 Over 45 percent of the gross national product of the United States is tied to information production and distribution. The industry is dominated by giants -IBM. "In 5.people who were close to the national administration. every third year in space-research and nuclear energy. the financiers. in fact. CBS. the foreign suppliers of the equipment and second. because most of the governments ran quite quickly into tremendous balance of payment problems. In the United States."10 Who benefit from the information technologies that are aggressively being marketed worldwide? One author cites three major beneficiaries: "first. RCA.000 years human knowledge has doubled once. at the present time. International Telephone and Telegraph. storage.Informational Monopoly Thus. while nearly half of the labor force is engaged in these activities. the trend ' is toward "increasing emphasis on the production. very often military people. So they had to borrow on the international market. Their size and influence are awesome. What is called the "primary information sector" is according to the US Information Agency "dominated by a relatively small group of large corporations that are the builders and operators of the basic information and communications infrastructure. and distribution of information as its major activity."11 Their power will multiply at the same fantastic rate that the technologies they control develop. aside from being owned by 14 ."12 The means of communication. the bulk of information is being doubled: every fifth year in electronics. for example. the increasing concentration of capital which characterizes all free-enterprise systems has resulted in the centralization of the production and distribution of informational and cultural commodities. This characteristic has become more and more apparent and decisive in the more advanced states. General Electric. and most of the money" comes from private commercial banks. The third major beneficiary was the local administrative elite . At this point. and inculcate ideas that support the system. are also dependent on advertising income from other monopolies.advertisers shape consciousness and are able to create new lifestyles and new needs that not only sell their products but also affect cultural norms. 15 .monopolists. Thus. it is necessary to explain the theoretical and historical underpinning of the processes by which this takes place.the press. through the control of the communications channels . radio and TV . develop values. 16 . at the level of individual or community consciousness."13 17 . "Culture is the dynamic synthesis. with the relations existing between man and nature as well as among men. of the material and spiritual historical reality of a society or a human group.2 Culture And Communication In the words of Amilcar Cabral. and among social classes and sectors. In its popular sense.under the term spiritual culture. and transmitted in the realm of consciousness especially that type of culture disseminated through what is now called the Communications Industry. and culture as aesthetics . people develop not only a material culture which includes technology and the overall system of producing and distributing goods. and culture as aesthetics are shaped by material life. standards. technology. the organization of the labor force. concepts. Such a focus. which define. standards and values encompass the economic. etc. e. 14 Patterns of behavior and thought. for there are many developments in the material field. concepts. refined. political. It is in this sense that culture is discussed in this work. dance. The last category . music.g. but also patterns of behavior and thought.Human beings must satisfy certain fundamental needs in order to survive. however. social and aesthetic areas of human life and society. and literature. etc. culture by shaping human consciousness and defining the self-view of a people and their view of the world also influences the development of material conditions. Each succeeding generation. however. limit and modify cultural forms. judging and acting within a specific social milieu at a definite historical stage. modifies its cultural legacy in accordance with its concrete historical circumstances. In a narrower sense then. and values which are handed down from generation to generation and which taken together comprise the bedrock of culture. concepts.is what is commonly referred to as culture. culture as developed. Both culture. will not dissociate spiritual culture from its material moorings. there are also cultural activities 18 . culture is the distillation of human experience through various techniques involving manipulation of the senses to produce art. as patterns of behavior and thought. In turn. standards and values. In turn.the aesthetic . culture may be defined as the organization of shared experience which includes values and standards for perceiving. In satisfying these needs.culture as behavior and thought patterns. Let us subsume the two categories . Culture as Social Communication Culture is not only the product of a distillation of social experience. 19 . is both a product and a cause of social development and has itself its own development according to the specific historical period of particular societies. because it involves the movement not only of people but also of commodities and of capital. the means of communication became privately owned and controlled and were used by its owners as a medium for reproducing -the types of society favored by ruling groups. communication is crucial to society's development because it articulates social relations among people. their mode of communication.16 At an early stage of social development. where and when they communicate. it is in essence also social communication. the invention of the phonograph and the movie camera. As such. This is particularly so during the contemporary period when nearly all means of communication are in the hands of monopolies tied up with other monopolies engaged in the circulation of commodities and capital on a global basis. music heard before any of these aesthetic products can become part of culture. the construction of theatres. and -the rise of the electronics industry. How people communicate. At the same time. This is well illustrated in the development of musical instruments.which have stimulated the production of material objects that become part of the cultural sphere. literature read. radio and TV are major material conveyors of cultural products. is a function of the historical process. communication was a bond among equals but as society developed and stratified. Today. what and why they communicate.e. with whom they communicate and even to a certain degree.15 Communication. The means of communication is therefore vital. i. the conveying of information and ideas. communication was transformed into a channel of domination. Art must be seen. when we talk about communications. only to such ideas. with occasional exceptions. cultural domination cannot be separated from informational imperialism. it is necessary to expose not only the concentration of private ownership of the means of production of material goods but even more so. complex technological base. It may therefore be said that the production of concepts and values is not autonomous. we must necessarily deal with a prevailing ideological apparatus and the set of social relations it seeks to reproduce and preserve. In the Third World today. Its overriding objective is to present the prevailing socioeconomic system as given and irreplaceable. values. but rather." They are integrated into vast business structures and therefore are part of the economic base of society. The first is to isolate socialist countries by means of pejorative reporting and the second is to help private enterprise especially TNCs in the propagation of capitalist ideas and the popularization of consumption patterns that clearly benefit these corporations. Given this reality. Media have become industries and have been transformed into producers of "cultural commodities. At the same time. intimately linked with material activity. Thus informational imperialism is a twin sister of cultural imperialism and both are interlinked with economic dominance. Both have general purposes which are political and economic in nature. and standards. Thus. the monopolization of the means of production of informational and popular cultural commodities. images. communication has developed a massive. Dominant classes in control of communications and information can be expected to limit dissemination. and mass media. Both are disseminated in the global communications system controlled by advanced capitalist states.Ideological Apparatus From its initial function of facilitating social interaction in relatively simple ways. and viewpoints as will help them maintain their ruling status. information. This is all the more urgent in Third 20 . media are institutions functioning within the sphere of consciousness and reinforcing the existing socio-economic system through a network of ideas. It soon took on a political coloring and became the voice of the rising class of manufacturers in the latter's struggle to throw off the feudal yoke and install itself in power. particularly foreign information fed to our press. The Rise of Media Let us advert briefly to the historical development Western media. cultural products have been generally viewed as politically neutral. that of the professional communicator. The first periodicals made their appearance at the end of the 16th and the beginning of the 17th centuries. Similarly. and insufficient efforts have been exerted to examine their over-all political content and/or effect. freedom of the press meant giving readers a selection of views. freedom to transmit and to receive information and culture naturally works in favor of the owners of the means of production and is necessarily loaded against those who are dispossessed. The press.17 As society became more and more industrialized. While press freedom was in fact the freedom of the owners of media who 21 . conditions became ripe for the mass production of newspapers and magazines to an unprecedented scale. freedom of the press was a battle cry of the struggling entrepreneurial class against the censorship imposed by the ruling feudal aristocracy. then as now. served primarily as an advertising agency and provided information about certain products and business operations. This gave rise to a new kind of work. Current investigation as well as historical hindsight attest to the foregoing observations.World countries like the Philippines where the abstract ideal of press freedom hag long obscured the partisan nature of information. They experienced rapid development in conjunction with the industrial revolution which witnessed major advances in printing technology and made possible the creation of a literate mass audience. and as a literate work force essential in manning increasingly sophisticated industries became more and more numerous. In Western Europe. Under a system of private ownership. During this stage of rising capitalism. These ideological "commodities" are inevitably defined by the material infrastructure that produces them. This meant overall support for the status quo. satellites. publishing is not possible without electricity and paper manufacturing. the natural consequence of the system of private ownership itself. even if here and there. far-reaching and interlocking foundations. of the advertisers on whom newspapers increasingly grew to depend for their profits. films and records depend on the chemical and allied industries and all these are in the hands of monopolies. videotape recorders. the general thrust of all newspapers was to induce readers to accept the economic and political frames of reference not only of the owners but also. and a host of other technological marvels. it was good business to allow to some extent the airing of contrary opinions as this built confidence among readers in the impartiality of the newspaper. however. Competition required that each newspaper build up its readership and the best way was to gain a reputation for fairness and truth. And all these means are built on even more basic. Communications and Technology Information and communication on a global scale today likewise proceed from the character of the social formation from which they emerged. film equipment. and perhaps more importantly. Moreover. television. and even 6f capitalism itself. that the essential homogeneity of the ideological framework of most newspapers is not necessarily deliberate nor the result of a conspiracy among media owners. These material means include the printing presses. A fairly recent revolutionary development in the field of microelectronics gave birth to the mind-bending powers of 22 . the necessity of selling to a wide range of customers with varying interests restrained the owners from using their papers openly to propagate their ruling class views. radio. minor papers not dependent on TNC advertising were allowed to publish fundamental critiques of imperialism. Rather.generally were also property owners. It must be emphasized. Radio and television cannot operate without the electronics industry. computers. it is. Nonetheless. The "information age" has arrived and its sophisticated products have become vital to global business activity in widening the competitive advantage of transnational corporations over smaller companies. many through conglomerization. and software for advanced communications systems."compunications" hitherto thought possible only in science fiction movies.19 An editorial of The Nation of March 30. the Italian automotive transnational. particularly those in Third World countries.18 A merger in the works is that between two giants: Capital Cities Communications and American Broadcasting Corporation. a multifaceted multinational. sizes. Capital Cities owns 7 commercial TV stations. American Telephone and Telegraph (ATT) not only manufactures telephone equipment but also controls the administration of telephone and telegraph offices. 12 radio stations and 54 cable stations. Radio Corporation of America and General Electric (GE) graduated from producing and developing TV and radio equipment to establishing and managing TV stations and studios. it is also involved in publishing. Such computers have likewise given an immense ideological clout to the global communications monopolies. Note that Gulf and Western also controls Paramount Pictures. It has cornered 80 percent of telephone services in the United States. Concentration and Conglornerization There are many examples of this inexorable process of monopolization. Westinghouse. ABC is not just television. Gulf and Western. 1985 explains the significance of this merger: 23 . It also owns 10 daily newspapers and more than 70 other papers and periodicals. In the field of publishing. Big irresistibly becomes bigger. In broadcasting. cable. Computers of all shapes. Bantam Books was taken over in the same year by Fiat. and uses have invaded almost all fields of human endeavor in the industrialized societies. took over the publication firm of Schuster and Simon in 1976. manpower and money on a global scale. to command material resources. "the motion picture is the only US enterprise that negotiates on its own with foreign governments. Paramount Pictures controlled Columbia Broadcasting and was in turn tied up with the Morgan group. president of the Motion Picture Association of America. the film industry was already dominated by eight major companies which held a monopoly of patents of film and sound." he said. American film companies are among the biggest multinational conglomerates heavily dependent on foreign sales. controlled by the United States. Jack Valenti. During the period before the second world war." That is why the industry is sometimes called the "little state departmenC'22 On the other hand. In branching out to other lands. the undisputed overall leaders are those of the United States. the Rockefeller real estate enterprise. (Emphasis supplied) 20 Hegemony of American TNCs Although other major capitalist states have their giant TNCs too. Warner Brothers was tied up indirectly with Rockefeller interests. once made this interesting revelation: "To my knowledge.21 Today. All these interconnected companies had financial backing from major banking and investment groups. to pre-empt new fields of endeavor. as members of the Motion Picture Export Association. Hollywood companies have assumed the nationality of their host 24 . These companies tied up with distribution channels including ownership of theatres and radio stations. For example.The point of the merger is not necessarily to force competitors out of business but to control the terms by which limited competition is conducted. The film industry is an example of international monopoly. and to manipulate mass culture so that the audience will respond to the needs of the corporate network rather than the other way around. RKO's (Radio-Keith Orpheum) stocks were predominantly owned by Radio City. American film interests do not always advertise their nationality. Through the use of modem instruments and techniques of communications it is possible today to reach large or influential segments of national populations ." 25 . awesomely delineated by the following data: Huge enterprises indentified with military production and microelectronics have already absorbed cultural industries and are said to own. 65 per cent of news dissemination. 24 TNCs and the National Security State The tie-up between American strategic interests. at world level. These groups. especially the military branches.25 Communications giants have strong links with the military under whose auspices the various satellite communications programs were initiated and perfected. most of them of a secret nature and purpose. Many so-called European films are actually made by American subsidiaries. are capable of exerting noticeable. who for a long time have had a keen understanding of the possibilities of this technology for their operations. 23 The economic preeminence of American transnationals supported by and in turn supportive of the US government assures that informational and cultural dissemination serves US political and strategic interests. pressures on their governments. 75 per cent and perhaps more of TV programs.countries. 90 per cent of the facts and figures accumulated in 82 per cent of microelectronic components. 30 per cent of book editing. and more than 800 satellites circling the earth. even decisive. the US defense industry and global distribution of information and cultural products is. 'in turn. 35 per cent of short wave radio broadcasts. This is confirmed by a 1984 statement of the -Foreign Affairs Committee of the US House of Representatives: Certain foreign policy -objectives can be pursued by dealing directly with the people of foreign countries.to inform them. to influence their attitudes and at times perhaps even motivate them to a particular course. rather than governments. 50 per cent of films. "The most important contracts for the satellite industry come from government sources. Moreover.Among these contractors are Lockheed.26 This tie-up between big business and the military has given rise in the US to the concept of the national security state under which practically every area of the world where TNCs have investments or where they see possibilities of investment is deemed vital to the national security of the United States. Nowhere is this more apparent than in the decisive field of communications infrastructure. The modes of transporation and communication which facilitated colonial expansion in the early days of imperialism cannot compare with the present-day technological wonders which now make possible the super-efficient extraction of surplus from former colonies whose economies continue to be ravaged by transnational corporations. the US satellite consortium that in turn controls the international satellite consortium INTELSAT. RCA and others which "control COMSAT. As one expert reveals: 26 . Widening the Gap The means at the disposal of the global monopolies and the imperial states which protect and advance their interests are awesome. Rockwell. the gap between the imperial powers and the less developed states has become wider. ITT.27 Satellite communications as part of the military surveillance system are greatly responsible for the weak negotiating position of Third World countries' because these satellites are able to monitor the resources of a country better than the local experts. As a result. While maintaining verbal allegiance to democratic processes. the perfection of computerization which has become a monopoly of the West leaves the Third World countries defenseless because the information flow is one-sided and access to data is safeguarded especially if they are to be utilized for negotiations. the military-industrial complex has an affinity toward authoritarian regimes in the Third World with whom it can deal with greater ease than with cumbersome parliaments. The developed countries (North America. Seven developed countries have 284 million copies out of a world total of 400 million in newspaper circulation (71%). and Japan) have 789 million radio receivers out of a world total of 953 million (82.7%)." It may be useful to look back to the historical origin of this principle in order to uncover the real interests of those who have used it as a political weapon. leads other developed countries in the fields of higher technology of information and of the media infrastructure and second.S. alone consumes 9. Seven developed countries consume 17.6%).5%).2%). Japan (2. alone earns $37 billion (45. Origin of "Free Flow" The overwhelming cultural and ideological penetration of the Third World by Western media is justified. through the invocation of the principle of "free flow of information.7 million tons out of a world total of 23. The U.S. alone has 454 million receivers (47.7 million tons (41.3 million).S. The developed countries earn $77.6 million tons of newsprint (75%). that the developed countries in general have overwhelming control over global information. especially by the United States. 27 . alone has 168 million (42. alone earns $47 billion out of the world market of $96. Europe.3%) which is more than four times that of the second largest consumer. The U. The developed countries have 368 million telephones out of a world total of 397 million telephones (92.9 billion out of the total world sales revenue of $83 billion (9501o).7%).S. The U. The U.S.8 billion in advertising (49%).28 These staggering disparities accentuate two important facts: first. The U. Thirteen of the top fifteen world advertising agencies are American. that the U.S. 28 . 29 The economic motivation for invoking the principle was well articulated by Assistant Secretary of State Benton in 1946. Freedom of the press and freedom of exchange of information is an integral part of our foreign policy. He said: The State Department plans to do everything within its power along political and diplomatic lines to help break down the artificial barriers' to the expansion of private American news agencies. the cold war and dependent on the former for aid. Thus. the dissemination of the US world view. magazines. US business soon realized that the control of information was important to global expansion. and the defense of US interests. The imbalance is not only quantitative. the US was soon able to dominate the field. With its military-propelled lead in the development of electronics and satellite communication. After the war. the free flow principle got the support of the Europeans and the mechanical majority in the United Nations in 1948.It is well known that before the war. Presented with a choice between the US and the USSR during the unfolding of. The flow is now practically unidirectional as Third World countries become mere recipients of information from advanced countries. the propaganda against Communism was effective in weakening their defenses against American demands. to the consternation of the former holders of the communications monopoly. The US-based Associated Press was trying to compete with them and wanted to make inroads into the territories controlled by the British and French empires. Thus. The European countries were then economically prostrate. it is also qualitative. moreover. "free flow of information" in practice came to mean the propagation of the American way of life. Britain and France had major control of the cable services. especially the United States.30 "Free flow" has been transformed into its opposite. the Europeans aligned themselves with the United States. motion pictures and other communications media throughout the world. 31 29 . and received by. process and deliver 40 million words a day. especially in the high-tech areas. "Over a billion people a day make their value judgments on international developments on the basis of AP news.000 foreign newspapers and broadcasting services in over 100 countries." Together with Reuters and Agence France Presse. AP's subscribers alone include 100. receive.The United States has succeeded in bringing about an apparently unchallenged position of leadership for itself in global media and communications. AP an UPI handle about 95 percent of the information gathered in. As one observer commented. UPI and AP. Third World Nations. The US-based transnational news agencies. 30 . advertising and the mass media industries which enjoy the scale of production necessary to avail of the highly privileged cost of access.3 The Philippine Context The transnationalization of communication is a well-known fact. banking. transportation."32 31 . especially in the Philippines where a cursory glance at the foreign news pages reveals an almost absolute dependence on the Big Four wire agencies. insurance. Less obvious is the transnational hold on the telecommunications system and other advanced information technology which has been "a boon to TNC trade. manufacturing. Oceanic Wireless Inc. however. The close connection between the TNCs and the US military apparatus makes this power doubly ominous.. which in turn is the transmitting system for Radio Philippines Network (RPN). 32 ." The other two principal international carriers. (Philcom). and RCA's Philippine Global Communications. Originally established for US military circuits from Hawaii to the Far East for the conduct of the Vietnam war.33 The transnational presence is strong not only in satellite communications but also in telecommunications. Inc. an international carrier. (DOMSAT). the international carriers and PLDT.34 The above mentioned facts have long-range implications on national security and sovereignty because foreigners can have unlimited access to the country's data and even secrets. which take charge of telegraph. Knowledge of a country's resources and even potentials can be used against it in any negotiation. telex and data transmission are "the ITT subsidiary Globe Mackay Cable and Radio (GMCR). "to install in Manila and major regional centers an all-digital telephone switching and dialing system by 1986. remains its largest single end user.Communications Monopolies The Japanese conglomerate Marubeni is the principal supplier of Domestic Satellite Philippines." Fraught with grave political implications is the fact that Philcomsat. which in 1977 initiated an $870 million project with the Siemens Corporation. are joint ventures of the British international telecommunication giant Cable and Wireless. the current bulk of Philcornsat traffic goes through PLDT for international telephone service. The US military. a West German conglomerate operating in 129 countries. "Eastern Telecommunications Philippines. the Philippine representative to the International Telecommunications Satellite Consortium (Intelsat) has been in operation as a 11carrier5' carrier" since 1967 serving the US military. Inc. Inc. in itself a lengthy chain of innumerable TV and radio stations. DOMSAT's other major customer is the Philippine Long Distance Telephone Company (PLDT). and its domestic interconnect. (ETPI). Articles from socialist and Third World sources seldom see print. Foreign news and analysis of international developments are largely provided by the transnational wire agencies. conspicuous consumption. integration and hegemony of information structures that ultimately serve the ideological. Magazines and the features sections of newspapers tranquilize their readers by focussing attention on purely personal issues."35 It may be remembered that the ownership of print and broadcast media substantially passed to the hands of interests related to or aligned with the ruling family in late 1972. lending credence to the observation that the exercise of martial law powers has facilitated "the concentration. mysticism. sex. 33 . Cold War columnists continue to corner precious space. astrology and the occult. fashion and personality.everything except a sharper insight into the problems of their society or even an analysis of the subject matter as a reflection or an outgrowth of larger social and economic questions. Media therefore faithfully served these interests which more often than not coincided with transnational concerns. they contain a heavy bias in favor of the Western viewpoint. Naturally. alongside opinions and feature articles reprinted from Western media. psychological problems. hero-worship of sports and entertainment personalities. entertainment and sports.It must likewise be in identified with the present regime have been instrumental in linking up with the TNCs in the satellite and telecommunications fields. escapism. Many of these make use of syndicated materials from the West. material and political interests of the transnational corporations. . a callous attitude toward violence etc. crime and violence. Role of Print Media Many newspapers and magazines are purveyors of American colonial influence. Their treatment of such subjects encourages frivolity. cultural. 600.38 Why this state of affairs? Because. Past studies have shown that foreign shows dominate the programming of most television stations in the Third World. Colgate and Nestle. situation comedies and films. 75 per cent are TNCs or their affiliates. police/adventure thrillers. Of the ten largest sponsors of Benedicto's national RPN TV network. The latter. And of the 123 members of the Philippine Association of National Advertisers who use all media. The point for offering such a bargain is clearly cultural penetration and influence. is not limited to commercials." as is true in all developing countries. local production of one single episode cost $800 . One source reports: Subjects not banned are those that perpetuate foreign domination of the marketplace. The US supplies prime time TV programs ." In 1981. it is more expensive to produce shows than to buy them from foreign suppliers.400 while importing a whole foreign series entailed only $100 . Walter Thompson and McCann Erickson together with local proteges spin out Western-style jingles that turn the transnational corporate product into a barrio household word. the latter have no real choice. if highly popular abroad. American ad agencies like J. A more ominous motive springs from the close interconnection between the US government and media: the expansion of US-sponsored TV hookups facilitates global electronic surveillance through communications satellites.500 are being peddled to developing countries for less than $ 100. mainly American presence.36 It is not surprising that transnational corporations are known to have cornered as much as three-fourths of the air time for advertising.$2.The Economics of Domination Given the powerful financial hold of foreign advertisers on local media."game shows.39 One source claims that US TV programs sold to other developed states at $3.40 34 . would also be less risky to screen than an untried Filipino program.$2. nine are such TNCs as Pepsi." Other sources include Britain and Japan. the lucrative export of the American lifestyle and consumption patterns.37 The foreign. .. Inc. 148 from Hongkong. An importer can bring a dozen films of this variety into the country for less than what it costs a domestic producer to make a single low-budget Filipino film (P500.500 foreign theatrical films have been shown commercially in this country against only 1. Because of the long monopoly of American films. the principal Western influence in the Philippines is American. it has supported conditions that place domestic 'producers at the mercy of the exhibitors. They live for the moment. the bulk of our foreign importations comprise cheaply-bought films. close to 4. Filipino films on the whole are reflective of a Westernized society because their themes are too often copied from foreign successes and because the majority of scripwriters and directors view Philippine life through the lenses of their Western upbringing. Their main preoccupation is material consumption. they have resigned their obligations as social beings. As early as 1978. and 105 from other countries. sex and violence. 294 foreign films were shown in Metro Manila. since this glut of foreign films has been in operation for the past several years. Escapism.. Philippine movies therefore ape American movies in their preoccupation with escapism. 148 were from the USA.738 domestic films. the Philippine Motion Picture Producers Association (PMPPA) in its position paper in support of a parliamentary bill limiting foreign film importation stated: . sex and violence are fed to the American audience because these are commercially profitable. Thus the popularity of Filipino films at the present time is not a complete gain for they are still agencies for Westernization. The values they have embraced are intrinsically alien to human 35 .Hollywood. against only 141 domestic pictures. Of the total number of foreign films passed.000). Filipino movie producers themselves have long been complaining against the massive influx of foreign films in the domestic market. in the past 10 years. last year.. and they are commercially profitable because the majority of the audience are no longer in search of answers to social problems.. The loss of a sense of social purpose has consigned great masses of the American population to an alienated existence. Concerned American individuals and institutions are themselves facing an uphill battle trying to awaken the American public to a serious examination of their society and government. 36 .existence for the material goods that obsess them have dehumanized their lives. While their government dominates nations and peoples. the American people have become enslaved by things. by the material goods they produce. 4 Synthetic Culture Man is born into a cultural system that is historically evolved. He is permeated by symbols, traditions, perceptions and value orientations that become mediating forces between himself and society just as society is the mediating agency between himself and his material environment. In much of the Third World today, this cultural heritage is in peril. 37 The transnationalization of communications has almost completely shattered the cultural defenses of developing nations. The very existence of indigenous cultures is threatened with massive modifications as Western culture is presented, as the culture which every modernizing state must emulate. Aspects of indigenous culture are preserved in bastardized, "touristic form" to attract dollars while the local population consumes popular Western cultural fare or local films, TV, radio, and comics which ape the styles, techniques and content of Western cultural products. The incursion of Western informational and cultural commodities is constant and widespread. They are also technologically superior, therefore admired and enjoyed. In the course of the worldwide invasion of its cultural and informational infrastructures, contemporary capitalism has fabricated a synthetic culture that has become the matrix of perceptions and orientations of masses of people both in the industrial world and in the newly independent states within the capitalist orbit. Indeed even the socialist world has not been spared from the incursion of some aspects of this synthetic culture. Perhaps the most important feature of this synthetic culture is its consumerist ideology. That is not surprising since the capitalist dream society is one where everybody buys everything. While consumerism is directly promoted by advertisements, a more effective because subtle approach is the consistent presentation in media, particularly TV, of the concept of the good life in an affluent society .What should be regarded as luxuries in the Third World are perceived as needs - Western food and fashion, modem appliances, a TV set, a car etc. - thus creating pressures for importation or local production and in the process distorting social priorities. Thus, we may see the latest car models in a poor country where public transport is woefully inadequate. Reordering Reality In industrialized states where the period of initial accumulation is long past, the emphasis on such values as "prudence, restraint, 38 thrift and saving" has waned. In an economy characterized by high productivity and ever threatened by the prospect of glut, the values which media nurtures are those of impulse buying and asset acquisition. Products are no longer bought for their sturdiness and durability but for their style or for some claimed innovation. In an economy that reaps handsome profits from planned obsolescence, the idea that certain articles could be bearers of tradition and continuity from one generation to the next would hardly be promoted. Instead, the highest value is attached to the newest and the latest. The Impact of TV The most graphic and beguiling promoter of the values and lifestyle of the "affluent society" is television. Television in the Third World is more or less dominated by imported programs. According to a UNESCO survey, imported programs in Guatemala occupy 84 per cent of total broadcasting time, in Zambia 64%, Malaysia 71%, Singapore 78%, Hongkong 40% In the case of the Philippines a cursory review of the' television guide would reveal that some 30 to 50 per cent of TV shows broadcast daily are canned programs mainly from the United States. These include detective serials, religious features, educational shows for children, cartoons and other action/fantasy series, comedies, musical variety programs, movie replays, sports and games. The influence of such imports may be even stronger than the figures indicate inasmuch as they are generally aired on prime time. These programs, coming mostly from the United States and Japan and targeted at an audience of urban middle-class families in the exporting states, generally "present actors surrounded by durable commodities, material conveniences and many aspects of the affluent society."42 Local programs take their cue from such imports. As one author put it, "the "have-not' nations stand practically defenseless before a rampaging Western commercialism" which dangles technology before their eyes." Impoverished as they are 39 mindless music. their unawareness of their status . The hero fights the forces of evil as an individual." Quoting Sig Mickelson of Time-Life: "The various underdeveloped countries are having to permit commercials because they can't afford a television system otherwise.is a condition of the hegemony of the dominating class. Instead. and private property. regardless of the intentions and designs of their planners. individuals without relation to the society they live in. At the other end of the spectrum are the stories about sex and violence. the movie and TV mayhem. Expectations of new roads to national development which might foster motivations and behavior different from contemporary Western styles are being dashed in their infancy. women. Social relations are not dynamically presented. exploited people whose minds are sedated with entertainment featuring comic strips. 40 . and soap operas and comedies revolving around situations that distort reality and ignore basic problems of society. Social relations become abstract. detectives. supermen and wonder women who are the equivalents of the cowboys of yester years fighting bad guys in defense of the law. there is an atomization of society. by the pull of market-directed consumerism."43 The effect is unfortunate: In this way their economic development paths are set.44 Standardization of Culture The standardization of popular culture provides the dominant classes with happy. This is hardly surprising since the fragmentation of oppressed classes .or better still.many developing states are able to afford the new communications complexes only by accepting commercial packages which 'tie' their broadcasting systems to foreign programming and foreign financial sponsorship. which brutalize and desensitize and hardly provide useful social insights because the emphasis is on individualistic solutions effected by cops. Rock music with its ear-splitting volume. the culture disseminated is one that ignores class conflicts. It is incapable of saying anything meaningful about human life. generates nothing more than a purely physical excitement. It is said that when the generals took over in Chile they blasted rock music through the loudspeakers into the streets of Santiago -cultural violence reflecting political and economic violence. in its various manifestations. and is not part of the political struggle. and to a lesser extent reading pre-digested and packaged products of the information industry that also 'controls entertainment. its empty repetitive lyrics. the "marginales or bottom segment of the population lost their perception of class differences. Means of Social Control Cultural domination is facilitated by the fact that Third World audiences have been reduced to passive recipients of inputs from information monopolies.Colonizing Life Experiences Reality is reordered and class conflicts and other political questions are glossed over. According to a study conducted in Venezuela. to be sure. Instead. Cultural experience is limited to seeing. hearing. Chilean musicians had rediscovered indigenous music and developed it to express the people's sentiments and aspirations. The ruling class colonizes the life experiences of other classes in order to give its own values and objectives the appearance of universality. Song became a great mobilizing agent. 45 Today's so-called popular music. 41 . it simply erects "walls of sound" behind which its consumers exist in an unreal world where the violence done to the senses becomes an opiate for the mind. rich and poor. Under Allende's government. The generals arrested and killed the artists to silence their music. reflects even more extremely both the emphasis on technology and the mindlessness that afflicts the majority of film and TV productions. They think that there are. but all have access to the same consumer goods they hear about on the transistor or see on the TV. Thus. The viewer becomes a mere receiver. A TV set has higher priority since it provides both news and entertainment for a growing population of non-readers. why is hardly its forte. particularly TV. but a TV-habituated generation has no time or patience to be intellectually provoked . The extent of technological progress especially in the realm of communications has resulted. words assault the ear and fade away. most viewers will absorb these value judgments as part of the factual packages. With information and opinion neatly packaged together and bombarding the viewer every waking hour. This is especially true of a growing majority who rely on the TV news coverage rather than on newspapers. This does not imply that a non-analytical presentation is nonjudgmental.People now think that being informed is simply knowing the latest news: they are habituated to learning about the newest development or event and forgetting what happened the day before. media. provide him with a mediated or synthetic environment which takes the place of personal sensory experience of the world he lives in. not only of the facts of the event but also of the value judgments implicit in the telling of the apparently factual account. Who. from one newscast to the next. ironically enough. Value judgments are incorporated in how news is presented. what and where are its staples. the daffy newspaper has become too expensive for most families. does not even miss such an experience. But TV offers each day's events simply as a passing show: images flash on the screen. in what is ignored. in the erosion of the individual's opportunity to arrive independently at an awareness of his environment. Unknowingly. for example. Instead. He is presented with a reconstructed world and his perceptions of the real world are defined and delimited by the images he sees on the TV screen from day to day. he hardly has the time to sort it all out and actively form opinions 42 . In the Philippines. At least newspapers offer an occasional intelligent analysis. in what is considered newsworthy.indeed. for him by the communications industry. New needs are implanted through the medium of advertising which is an important means for homogenizing people. While the upper and middle classes constitute the more faithful market for Western cultural commodities. more or less the same pap as the television set. Ideological Dependence The analytical mind is exercised and honed through interaction. the relatively inexpensive transistor is fast becoming an indispensable fixture in the countryside and doles out. True.of his own. that is scarcer than a hen's teeth on radio-TV.one which places the highest value on his consumption capacity thus making him an asset to the corporate society in which he lives. pliable. This is not to say that television and radio are a complete cultural wasteland but certainly. Possessing or enjoying them becomes life's sole meaning.one could even say manufactured . At least. the much maligned because administration-controlled newspapers. though not as graphically and with a more local accent. escapist. The individual is given new images of himself and pressured to live up to that image . The communications industry is now the main agent in the manufacture of a synthetic culture which promotes the concept of 43 . manage once in a while to print research findings and exposes from a progressive. Third World perspective. serious. Popular culture as dispensed by television and video tapes is 'generally consumed in isolation and has produced a fragmented. the occasional talk-show sometimes tackles controversial subjects but time constraints and commercial interruptions usually preclude thorough discussion. It trains them to regard commodities as the be-all and end-all of life. good. He has become simply a passive consumer of information and ideas in an environment recreated . solid programs are the exception rather than the rule. largely unthinking audience. The isolated individual who lives within the recreated environment is ready for mental colonization. As for material that addresses a problem in a people-oriented manner. Identical material is delivered to a homogenized audience. are instead used for imprisoning men's minds. Cultural forms of domination and exploitation act as masks for economic domination. culture itself has become a commodity. The culture that emerges from mass communications has a common standard. and education. the record industry. "Mass culture" has become anti-cultural. not only assimilating them to its culture but giving them the illusion of free upward economic and political mobility. of mass culture" has become a means of democratizing domination. the means of widening the people's outlook and their access to culture. because they are in private hands. the ruling class under capitalism pictures itself as an open group that dynamically brings in all sectors. and preventing them from ~Understanding the society in which they live. The term "mass culture" is a negation of real culture when culture along Western consumerist lines is refabricated to suit the lowest common denominator. the information systems. laugh at the same jokes in the latest sit-com episode. system. video recorders. Corporate president and delivery boy listen to the same newscast. etc. The extension. diverting their attention from the real sources of poverty and exploitation. While a variety of Cultural products give the illusion of freedom of choice.a universal and permanent economic system that is not to be challenged in any fundamental way With the monopoly control of the television networks. 47 Homogenization and Sedation Cultural homogenization cannot be divorced from the economic techniques of contemporary capitalism. While previous dominant classes in slave and feudal societies considered themselves as exclusive groups with strict social hierarchies. It sinks to such a dept that the senses which are 44 . It is an irony that with the "mass consumerization" of high technology information and communications facilities. practically all of them aim to standardize men and women into acceptable types of citizens and consumers who do not question the. It has also become a means of social control.. Thus the appearance of change masks the fact that there is no real change. These are disseminated to and readily appropriated by the upper and middle classes of developing countries. The upper classes must then be provided with completely new products or the old ones are restyled. the premises.48 From the exclusivity of the centers of modernity.supposed to be refined by culture are defiled by the inanities and banality that pass for popular culture. since wider markets are needed for more profits. However. thus "democratizing" these items. It is this vulgarization of culture that is transmitted to the peoples of the Third World who are integrated into the system of international capitalism. the product is further promoted either as is or in a less expensive version to be consumed by a larger public. It is this culture that is deforming the development of indigenous cultures of Third World countries and has shaped the minds of Third World people to accept the values. It is this type of Western culture tied up with consumption that is being peddled as a universal culture.49 Modernity is little more than changing the forms of consumption within an unchanging social structure. This destroys its value of exclusivity. of the developmentalists of the West Standardization of Consumption and Culture The standardization of both consumption and culture begins with the adoption of new products and styles (cultural or material) for the consumer markets in the imperial economies. At a time when Third World peoples need all the resources at their command to help them attain economic and 45 . they seep down (though in cheaper versions) to the mass. consumption items are adopted by the elite in the Third World. the approaches. This standardized culture with its international appeal is essentially anti-nationalist. Thus begins a new cycle in the inexorable process of premature obsolescence and frantic modernization. Eventually. This leads the elite to pursue new items of exclusivity which are dictated from the centers of modernity. funding agencies and universities are involved in providing Third World scholars with the opportunity to be acquainted with Western thought. There is now a plethora of writing on the Third World by Western social scientists. This technique is a repetition on a grander scale of the colonial cooptation of local elites. the cultural products they consume divert their attention from such goals and promote cultural dependence. Peoples of the Third World are thus given foreign images of themselves. their works are promoted as authoritative reference points of Third' World. of recommendations on types of state structures and economic development programs whether done directly by imperial states or through multilateral agencies. Because they have readier access to the latest information and data than Third World scholars themselves. Ideological dependence among the political leadership facilitates acceptance. Captive intellectuals become additional transmission belts of transnational culture. This would not be a bad thing since scholars the world over do need to keep abreast of developments in their respective fields. Many Third World governments have readily swallowed the myth of lack of 46 . and because they subscribe to the policies of their own governments or their funding agencies or their universities. intended to deepen the commitment of Third World intellectuals to developmental programs emanating from the West. too many of these programs are ultimately. Cultural penetration has proven to be an effective tool to impede such movements or at least to tame them. Thought Transference Another useful effect of 'cultural homogenization is the transmission to Third World leaders and peoples of a world view supportive of TNC objectives.scholars. The TNCs and the governments that represent them correctly regard nationalist movements as threats to their economic expansion and political control. Unfortunately. especially those of the establishment. if not expressly.political independence. Various foundations. 47 . they are now accommodating TNC requirements by providing cheap labor' and producing what the world market demands. even at the expense of their own people's needs. Having accepted the concept of mutual interdependence. as enunciated by industrial states. Ideological dependence insures that external forces are viewed as friends while internal counter-forces are considered subversive.local capital and the consequent need to attract foreign investments. 48 . the World Bank had assisted some 10. concepts.000 educational and training institutions in 80 Third World countries around the world.50 49 . projected by the informational and cultural institutions of the US and her major allies has been one of the main concerns of the World Bank's 'educational thrust since the 1960s.5 Philippine Cultural Scene The early and systematic inculcation of information. values and world view. ideas. As of June 1978. 51 One major aspect of the colonial education of the Filipino was the distortion of the history of the early period of American occupation. the leaders of this resistance were branded as bandits while the early collaborators from the ilustrado elite were presented to the people as their true leaders. These textbooks gave them a good dose of American history while neglecting their own. Such aspects of Philippine life and history as found their way into later school material naturally had to conform to the American viewpoint since the whole educational system was highly centralized.. Education became miseducation because it began to de-Filipinize the youth. Today. Of course. when G6n. young Filipinos began learning not only a new language but a new culture. World Bank funding for educational programs is aimed not 50 . their history of struggle. At the turn of the century.The Philippine Experience In this regard. Thus. Arthur MacArthur recommended a large appropriation for school purposes "as an adjunct to military operations calculated to pacify the people. The use of English as a medium of instruction made possible the introduction of an American public school curriculum. succeeding generations forgot their people's record of resistance. With American textbooks." he began a massive transplantation of American education which eventually transformed most Filipinos into naively willing victims of American colonization. taught them to regard American culture as superior to any other. and American society as the model par excellence for Philippine society. the Americans were portrayed in the schools as altruistic benefactors whom the Filipinos had welcomed with open arms. Instead. the Philippine experience may be instructive to other Third World peoples inasmuch as it shows clearly the role of the cultural component in both colonial and neocolonial control. Accounts of the fierce people's resistance and of the atrocities perpetrated by the Americans in quelling this resistance were suppressed. Westernized in orientation. Instead of producing a class of proletarians. an active sector that could carry out the more advanced struggle for independence and against economic exploitation. 51 ." In the colorful words of one author: They were fabricated initially to act as cogs in the administrative machines of Empire.particularly by the United States -as a salutary learning process for the colonized. they became the transmission belts of an alien culture. and finally. These textbooks constantly tout the indispensability of foreign investments and foreign loans to development. transferring technology and buying their products. government employees. salesmen. they were fabricated with increasing subtlety and sophistication. World Bank funded textbooks for the primary and secondary levels present colonization . in either the metropolitan country or in one of the new universities which sprang up like mushrooms in the aid-warmed autumn of imperialism. then as the summer-glory of imperialism waned. colonialism preserved the backward agricultural economy. the advantages of free trade with advanced countries. the need to export in order to earn dollars. colonialism produced a big sector of petty bourgeoisie. Such Westernized groups were deliberately created by the colonial powers in all colonized countries to "turn their victims into their defenders. they stress the duty of every citizen to support the government's development program. the importance to developing countries of the friendly assistance of the advanced states in extending loans. Shopkeepers.only at producing the manpower requirements of TNCs but also at fulfilling the long-term objective of developing in the youth values and outlooks supportive of the neocolonial status quo. This sector became avid consumers of American goods. professionals. formed the mass product of colonial relations and education. etc. which is in fact the program designed by the WB-1MF for the fuller integration of the Philippine economy into the global capitalist system.53 Native "Transmission Belts" Aside from institutionalizing miseducation. " it seems. too many of these achievements belong to a coterie that looks up to foreign models. political and economic influences of the metropolitan country might be prolonged. do not constitute a homogeneous group. Some of them are in a state of ferment 52 . they do not understand their people and the people in turn regard their artistic and literary creations as objects of curiosity which neither affect their lives nor elevate their spirits. are a breed apart from the mass of Filipinos. Of late. Fortunately. this development is now being pushed by a few cultural workers and artists who see the emptiness of aping foreign models. As a matter of fact.and of all peoples in fact . Their thought-processes are comprehensible only to themselves and their foreign models. the audience at cultural presentations is often dominated by the cosmopolitan set which patronizes and graces these events and whose approval is prized as a sign of success. but the Westernizing current is still dominant. Unfortunately. however. if a foreigner were to evaluate the cultural state of the Philippines he would probably be impressed with the achievements of Filipino artists. A more meaningful cultural development is one that seeks its roots in the people's history and the people's lives. Though there is no intention to suggest that the people do not need exposure to the real cultural achievements of Western peoples . noting how they have kept abreast of cultural trends abroad.that they might act as media through whom the cultural. They do not speak the same language and they do not have the same experiences.54 Today. Strangers to the People The "new cultured Filipinos. there have been a number of probably well-intentioned attempts by cultural leaders to remedy what they deplore as the cultural poverty of the masses by making available to them through provincial tours and lower prices the cultural fare that the middle and upper classes enjoy.too often these efforts merely result in further indiscriminate Westernization. These elements of the intelligentsia. In the end. pampering those intellectuals who find recognition in the limited world of foreign and local cosmopolites. they will never really belong to the Filipino people. art and taste to a mass they do not really consider to be capable of appreciating their accomplishments. They may now enjoy the adulation of lovers of the esoteric but soon they will be forgotten. making tourists feel they are at home. is premised on certain levels of income and leisure. is someday to be at par with their foreign counterparts. They are genuinely concerned about the drift of present society though they are hindered by the framework within which they labor. real culture. Though many in this group may call themselves Filipinos and may. Seepage from Above Many so-called cultural leaders proceed from the assumption that the people can experience growth only by seepage from above and that. in a queer manifestation of nationalism. These so-called cultural leaders who claim that they are contributing to national development (actually some have selfish. National culture will be developed by and will emerge from the real people. Others. Their one ambition. have completely embraced cosmopolitan culture. even boast of the prestige that they are earning for their country. and adding to the confusion of 53 . moreover. even pecuniary motivations) are in reality divorcing themselves from the people and are in effect providing weapons for the obliteration of any sort of national culture. it is the people and their culture that will endure.precisely because they realize that they are a class without roots -adopted children of a foreign culture and foreigners to their own people. mistakenly believing that sophistication in the Western sense and familiarity with Western ways are the true measures of cultural progress. What they are accomplishing is providing Westerners with a comfortable haven in these shores. its essential features will certainly not be shaped by those who regard themselves as the purveyors of thought. for their work cannot become a part of the people's culture. other sectors who really do not belong to these circles. More often than not they are only a form of condescension and a concession on the part of the elite who have their own heroes and idols from Western culture. It seems to be the belief of these cultural leaders that the people can be awakened culturally only by massive doses of foreign culture and frequent visits by foreign performers. Even those attempts to present native art or cultural fare based on native themes are sadly inadequate precisely because they -proceed from a Western bias. 54 . 6 Responses However massive informational dissemination may be. the dominant ideology is not the only ideology that exists. however pervasive the cultural penetration. Inevitably. there develops an ideology of the dominated people which in inchoate or more developed form exhibits its resistance to the dominant culture and the social forces that sustain it and are sustained by it. 55 . Such a system will also change the present situation wherein Third World nationals receive information about themselves largely from foreign sources. 56 . the foreign control over many Third World economies. Third World Reactions The arrogant way the transnationals wield their awesome power over global communication has generated vehement objections from the developing countries collectively victimized by the generally negative image presented of them. Unfortunately. this very domination. To the extent that a Third World country's government is responsive to its own people. Therefore. a people's culture is necessarily linked to the struggle against oppression and foreign control. invigorates this struggle and is invigorated by it. In the Third World. their disparate political structures and the interests of their respective ruling groups have made it difficult for Third World countries to act collectively in establishing a New International Information and Communication Order. any action toward the attainment of economic and political independence also nourishes the growth of a people's culture and vice versa. Thus. People's Culture The synthetic "mass culture" which is so much the product of the global communications system and of the operations of transnational corporations must be contradistinguished from people's culture. This will reduce the present imbalance in information exchange due to the monopoly of communication services by industrial countries. even their image of themselves is the product of foreign eyes and minds. The latter is developed by the people themselves in accordance with their daily needs and long-term aspirations. One-way Information Flow One important cultural objective is that of establishing sovereignty in the acquisition of information by setting up a national system to gather information and disseminate it.Synthetic Culture vs. its national information system will disseminate more relevant world information. To the doctrine of "free flow" of information which "has often been used as an economic and/or ideological tool by the communications rich to the detriment of those not so well endowed. On the one hand. the fact that it is intermittently mentioned as a desirable end may open up possibilities for popular forces to press 57 . justice and mutual benefit." 55 Yet it is an aspiration worth pursuing. and for the rectification of the imbalance in the quantitative and qualitative flow of information between the developing and the industrialized countries. not a programme with set goals and rigid deadlines. because its main aim is the decolonization of mass media by regulating the activities of the information multinationals." 56 the Third World countries through the UNESCO argue for a "free. we have internally a vertical flow of information from above with almost no reverse flow from below. and only as a reaction to negative publicity on the regime in the Western press. the move for a New International Information and Communication Order. The NIICO like the NIEO is officially supported by the Philippine government but more in the realm of rhetoric." 57 Two-Fold Problem The problem in the Philippines is two-fold. by developing communications structures that safeguard national sovereignty and cultural identity. and by assuring access to and participation in the international flow of information under conditions of equality. however modestly and despite the overwhelming obstacles. a long-term objective.Like the call for a New International Economic Order sounded by Third World countries represented by their respective ruling groups and therefore inconsistently advanced. complete and objective information. reciprocal balanced flow of accurate. and on the other." The NIICO is "no more than an aspiration. Nevertheless. for the past eight years. the very vehicles of national information owned and operated by the dominant groups have become channels of international control because of tie-ups with foreign monopolies. has remained "a hope. Journalists and groups speaking for the "inarticulate mass" must demand newspaper space and air time for their viewpoints in the context of the struggle for a free press. it should be organized and patiently sustained on a continuing basis. such a foothold could become permanent. have their own sectoral contradictions which could make it possible for some members of media to expose certain truths against certain sections of the ruling class. These are small beginnings to counter the consequences of monopoly in media. Small. Alternative Possibilities Whether or not some little space and time in the establishment media is granted. too. In short. such efforts should carefully adjust to the level of their target audience. 1. Publishers. If used in a responsible manner. This is the real meaning of the democratization 58 . Freedom of the press. and even against imperialism itself. efforts must be exerted to pluralize sources. Above all. We need an expanding core of analysts who can correct impressions resulting from the barrage of information directed at a passive audience. Committed communicators may work within the interstices of the media system. Betamax tapes may be utilized to reach a wider audience. presupposing a struggle against monopoly of frequencies. committed organizations must explore alternative possibilities opened by new technologies. Small radio stations can be operated. Attempts should likewise be made to widen exchanges with other Third World countries. There is no consistent conspiracy which ties all the publishers at any given moment to one tendency or viewpoint.their demands. not only for a free press but also for an independent press. No. efficient word processors may be employed to put out community papers. traditionally the preserve of a narrow elite. Whatever may be the chosen venue. Too many projects are either too grandiose to be viable or suffer from the ningas cogon mentality and expire after Vol. should be extended to the masses who theoretically enjoy this basic right. 1. fight considering present constraints but some modest gains can still be achieved even within the system. of specific rights "such as the right to be' informed. uphill. in the context in fact of all societies wracked by class antagonisms. This is especially important for all oppressed peoples who. -which is one of the goals of NIICO. We must not separate communications policies from the development programs adopted by this country. Communication must be restored to its original two-way nature. "The media should contribute to promoting the just cause of peoples struggling for freedom and independence and their right to live in peace and equality without foreign interference. large masses of people are denied. partially or wholly. poverty. In the Philippine context. The residual consciousness of people which reacts against oppression can become the focal point in the resistance against an unjust communications policy which is the outgrowth of an unjust socio-economic system. In the words of a report on the subject submitted to UNESCO. the right to inform. etc. the right to participate in public communication . This will be an arduous. They are part and parcel of a general plan conceived by external forces which the communications system is trying to sell to its victims. The communications revolution has arrived 59 .all elements of a new concept.of communications."58 Communications and Development The struggle against monopoly in communications must start at home. the right to privacy. religious and racial discrimination. while struggling against colonialism. the right to communicate. are deprived of opportunity to make their voices heard within their own countries." 59 They are disadvantaged by many factors: illiteracy. The restoration of freedom of expression is the beginning of the struggle against international monopolies. they are inundated by alien or distorted imagery or information which reinforce their ignorance and apathy. inaccessibility or inadequacy of the technological means and knowhow. During the moments when their lives are touched by media. Within the existing constraints. The movement for an alternative communications order must study structures of ownership and distribution in order to mitigate the vertical lines of communications flow.. we have the option of not buying. As a market for technologies and programs. Given their tie-ups and orientation. An alternative program must therefore strive for a delinking.even in the Philippines.. telex machines. the local powers-that-be who also control the media have no choice but to bow to the pressures emanating from transnational advertisers and technology suppliers. we can strive for a more horizontal access and participation in the communication process. It must develop a communications policy that will transform the passive receivers into active participants. There are crevices within the national structures that can be exploited. whereas the material interests of the poor masses are almost always in opposition to those of the ruling class. In the main."60 The Options at Hand In the Philippines. the present power structure encourages integration with the world power structures. is monopolized by a narrow urban elite. telephones. or buying only that which is in our interest. etc. Though not openly stated. but the magic wrought by computers. selective linkage which will be based on the interests of the people. even if they do complain sometimes and pay lip service to the NIICO. The Philippine experience shows very clearly that "the national oligarchy of a developing country has very close interests with those who sell the products of the industrialized countries. there is a confluence of interests as quasimartial-law powers are exercised to contain dissent through media regulation or manipulation for the benefit not only of the present power holders but also of the foreign corporations lording it over 60 . video recorders. or a. Philippine communications policy is in support of the developmental programs of TNCs and advanced industrial countries. There are institutions and organizations that can make information flow from the bottom up. or from private 61 ." 2) Removal of obstacles and restrictions "which derive from the concentration of media ownership. from commercial influences on the press and broadcasting. On the other hand. which should "evolve from broad consultations with all sectors concerned" and "the setting up of adequate mechanisms for wide participation of organized social groups in their definition and implementation. some general guidelines derived from the Macbride Report. To this end. Even if we change the ownership of present media. may be suggested: 1) Formulation and development of comprehensive national communication policies. We must view communications as part and parcel of international and national structures. we must not fall into the error of thinking that reforms within media will solve the problems of freedom of expression. however.the economy. especially at this stage when the US is trying all means. are not all the time identical. the output of the 16-member International Commission for the Study of Communication Problems submitted to the UNESCO in 1980. including the adroit and sometimes clandestine use of both global media and some segments of the local press. to pressure the Marcos regime and pave the way for a more acceptable political order. Some Guidelines The situation is complex. These interests. the main enemy must also remain visible and be dealt with accordingly. We cannot entertain the illusion that we can have a free media simply by a change of leadership without changing structures that cause oppression and encourage a popular consciousness that perpetuates an unjust system. While it is correct to demand removal of the obstacles created by the present regime to the exercise of the people's right to communicate. public or private. new interests intertwined with international monopolies would still constitute a restraining factor on democratic forces. 5) Development of essential elements of communications systems.of programmes relevant to community development efforts. designed to: (a) limit the process of concentration and monopolization.. broadcasting and telecommunications long with the related training and production facilities. (c) reverse trends to reduce the number of decision makers at a time when the media's public is growing larger and the impact of communication is increasing. 62 ." putting more emphasis on "non-commercial forms of mass communications" integrated with the traditions and cultural goals of the country.. (d) reduce the influence of advertising upon editorial policy and broadcast programming." comprehensive radio networks reaching the remotest areas. "utilization of local radio. (e) seek and improve models which would ensure greater independence and autonomy of the media concerning their management and editorial policy. whether those media are under private. (b) circumscribe the action of transnationals by requiring them to comply with specific criteria and conditions defined by national legislation and development policies." a community press in small towns and the country. basic postal telecommunications services through "small rural electronic changes. and video systems and other appropriate technologies (to) facilitate production. stimulate participation and provide opportunity for diversified cultural expression “. public or government ownership. "print media." These should include "strong national news agencies vital for improving country's national and international reporting." 4) Strengthening cultural identity and creativity through the establishment of national cultural policies which "ensure that creative artists and various grassroots groups can make their voice heard through the media." "introduction of guidelines with respect to advertising content and the values and attitudes it fosters. low-cost small format television. in accordance with national standards and practices." 3) "Effective legal measures .or government advertising. There must be a determined effort to widen whatever breathing space is left." to counteract concentration and monopolization by a few industrialized states and transnational corporations'. (and) often associated with the domination of a technocratic elite that focuses on 'social' efficiency and 'public' rationality at the cost of democratic participation. technology precedes policy as when "broadcast stations are set up even before programme philosophy and strategies are developed. and this process should lead to their having a more active role in editorial policy and management. using the very means the enemy itself wields as well as creatively developing alternative vehicles of communication. Such democratization of the media needs the full support and understanding of all those working in them. End users are not consulted.6) Access to technical information and advanced communications technology with the end in view of developing national capabilities in this area to answer national needs. (c) technicians. democratic and anti-imperialist forces must for the moment operate within the given constraints while seeking to transcend them through consistent and sustained struggle. establishment of national and international measures. Worst of all. strengthening collective self-reliance and cooperation . (d) media owners and managers."61 Communications and Liberation The substance and spirit of the above suggestions are obviously antithetical to prevailing norms described by one media expert as "highly centralized. (b) creative artists. Still."dependence of communication technology on multinationals who supply technology as well as replacement 64 parts and maintenance has threatened the growth of self-reliance. 7) Democratizing media management "by associating the following categories: (a) journalists and professional communicators." "government-oriented. 63 . "among them reform of existing patent laws and conventions.among developing countries in this crucial field. (e) representatives of the public. appropriate legislation and international agreements. a revolutionary weapon. it can serve the ends of either liberation or of oppression.As the Macbride Report succinctly puts it. or a means of education. "communication can be an instrument of power."65 64 . of either the growth of the individual personality or of drilling human beings into uniformity. a commercial product. The struggle against imperialism also requires confrontation with cultural imperialism. Resistance has produced literature and drama. anti-imperialist movements operating despite the combined repression of local regimes and external forces are daily developing a new counter-culture in the course of their sustained efforts for national independence. 65 . music and art for and by the people because the growth of a real national culture is tied up with the struggle for liberation from local oppression and imperialism.7 The CounterCulture Democratic. thoughts and emotions. Despite its infinite possibilities. art.66 Characteristics of People's Culture The culture of dissent and resistance is not neutral and does not pretend to be so. and the period when this takes place. the depiction of their historic struggles to liberate themselves. Above all it is the summation of the needs of the people. emotions and practices. ideas. the description of their past and present condition. True national culture is inextricably linked to the people's needs. The cultural worker therefore cannot be neutral. The culture of the oppressed is partisan. people's culture. an expression of their values. music and all -other forms of culture must therefore find their source and inspiration in the people's activities and dedicate their achievements to the people. It is true that the poverty of the masses is a major cause of their poverty of culture. he must make a choice. we may essay a list of qualities it would have and will probably have wherever it develops as an 66 . This process in turn develops its own forms of expression and action which if crystallized and systematized become the matrix of a. People's culture will take many forms depending on each nation's history and cultural traditions. It is not only folklore. If he chooses the side of the people he will be more productive the greater his understanding of and participation in people's movements and actions. it is not only a revival of tradition. A real people's culture will constitute the negation of a culture that is merely an appendage of or an emanation from a foreign culture which has obliterated the Filipinos' own culture because it is the expression of their own obliteration as a nation. It is the dominant culture of the ruling classes that falsely claims both neutrality and universality. But this poverty itself breeds its own dynamic as it transforms the feeling of deprivation into a desire to negate the condition itself. the characteristics of the people's struggle for liberation.What is the concept of a national culture? It is not the glory of the past where there was little or none. National literature. while possessing specific and diverse characteristics in each country. superstition and archaic traditions and beliefs that can only delay the people's victory. It will be democratic because it speaks with the voice of the majority. a recognition that Filipino interests are not identical with those of the United States. On the other hand. this culture will always be deeply human. Because of its closeness to the people.integral part of the movement for political and economic independence. many of the people. To this day. Such a culture will eventually negate the global synthetic culture as more and more Third World peoples achieve their liberation. the working people. Finally. it expresses their needs and aspirations and is the fruit of their wisdom and experience while it also helps them to understand themselves. It will express nationalist sentiments precisely because the movement is committed to the defense of the country's patrimony from foreign exploitation. though they may readily see the exploitation of Filipinos by Filipinos. the culture that emerges from their struggle for national sovereignty and freedom from oppression. in its general contours transcends national boundaries and acquires a universal character. An authentic people's culture must be scientific in order to counteract popular mysticism. It will be nationalist without being xenophobic'. These are pitfalls to be avoided. still cling to the myths about a benevolent America that colonial education inculcated in them. that they are in fact opposed to hers. In the sense that the needs and aspirations of the working people follow a similar pattern in most countries. a culture heavily oriented towards science and technology but with a less than firm commitment to nationalism may eventually yield to foreign domination. The Need for Re-education The starting point must be an awareness of a separate identity. a culture that caters to popular sentiments without a strong scientific and nationalist foundation may simply be a revival of cultural traditions rather than a new creation under new historical circumstances. 67 . the correction of misconceptions. Re-education is therefore an urgent task and this involves no less than a drastic mental overhaul. the exposure of facts hitherto concealed in Philippine history and in present reality. youth associations. the educational system as presently constituted can hardly be expected to institute basic changes although here and there. the idea that they and the Third World nations are economically. Of course. the exploding of myths.Once false consciousness about the United States is dismantled. shrewdly. Learning and teaching a decolonized history is therefore an essential part of re-education. peasant groups. The content of education should be detached from its colonial moorings and imbued with a Filipino outlook. some academic people may be making a dent. a myth that has imprisoned generations of Filipinos. Books and other instructional materials should be those written by Filipinos. The most effective way of exposing the myths about the United States is through a re-study of history. Nationalism and Internationalism The advanced nations of the world naturally do not view with favor the growth of nationalism in a Third World country although. This re-study will reveal that the original basis of Philippine "special relations" with the United States was a deception. What the powerful capitalist states are encouraging is the concept of internationalism. Just as the generations of Filipinos under American rule where brainwashed into believing that their status as an 68 . understanding of the role of other states will quickly follow. The national language should be given more solid emphasis as a medium of instruction. The hope of re-education therefore lies in workers organizations. they encourage its more neutral or harmless manifestations in the cultural field as an escape valve for the discontent of dominated peoples. interdependent in a mutually beneficial way and must therefore stand together politically. But before one can be a good internationalist. 69 . Nationalism is the Filipinos' consciousness of their interests. the internationalist content of nationalism lies in the egalitarian aspect of world brotherhood. It is necessary to know the correct interconnection of the two. and the nationalist content of internationalism lies in the concept of national sovereignty within the present system of world states and in its defense against imperialist onslaughts. To be a good nationalist one must share the goals of other peoples for a better life.agricultural. raw-material exporting country was the only proper one for them. taking into consideration the welfare of one's own people before being able to help others . or it is associated with its past jingoistic manifestations in other countries such as Germany and Japan. Subtly. the idea of nationalism is downgraded as no longer relevant. There are Filipinos who think they must make a choice between nationalism and internationalism or that one should be subordinated to the other. in effect making one a real internationalist. Western cultural institutions and mass media generally reinforce all these concepts as they continue westernizing the cultures of the Third World. one must be a nationalist first. the Filipinos of today are beguiled into believing that the only path to progress open for them is that of modernization through a dependent industrialization. In other words.but ever conscious of the fact that the larger goals of a whole people preclude the exploitation of others. Internationalism is a feeling of kinship with the peoples of the world. not with their rulers or their governments. Our own culture forged in the struggle for liberation will be our distinct contribution to a universal' culture embracing all the world's free peoples. 70 . Perverse Development. Simon and Schuster. Ernest Feder. 23 November 1984. R. 1979. Global Reach. 1985." Times journal. 1982. "Milk Marketing Continues. 1983. Jon' Madeley." The Nation. "Rescheduling the Crisis.p. 3. John Tanner. Foundation for Nationalist Studies." New Statesman. 6. Quezon City. "Cigaret smoking. Pampanga.1982. 1984. Barnet and R. 4." Bulletin Today. 1985) in connection with the preparation of an alternative country report on the impact of the UN Decade for Women. tobacco's last frontier. June 16. July 1981. 2. Isabela and Nueva Ecija. 71 . (March 22. "A Critical Look at Castle and Cooke." January 1978. Third World Studies Program. Interview with rural women from Bulacan. Feb. "Third World.Notes 1 Ian Lind. January 12. Quezon City. by Rosalinda Pineda-Ofreneo. Foundation for Nationalist Studies. Dorothy Friesen and Gene Stoltzfus. New York." Multinational Monitor. 108. "Castle and Cooke in Mindanao. 7. 5. Albert Huebner. August 23. (ed. lung cancer up in TW. Mueller.184." address before the Rizal Medical Society. 1974.) Mortgaging the Future. "Making the Third World Marlboro Country. University of the Philippines. Vivencio Jose. Renato Constantino. p. 10. "New Technologies and the Third World .A 'Distribution of Social Benefits'?" New Communication Techonologies and Their Impact on Western Industrialized Countries. 72 .. Hamelink. Maolshoachlainn 0. 55 et. New York. op." in Armand Mattelart and Seth Siegelaub. Caollai. p. "The Coming Information Age.. p. Galbraith. eds. 19.210. Dizzard.." Economic Impact. John K.. UK. p. 16. 10. Ibid. 394-399. Thilo Pohlert. op. 1975. France. 9. 1985. Technology and Social Policy. cit. pp. 1977. Wilson P. "The Nonhomogeneity of the National State and the International Flow of Communication. 11." in Mattelart and Siegelaub." The Nation." in George Gebner. 15. 1984. et al. p. Communications." in Mattelart and Siegelaub. "Broadcasting and the Growth of a Culture. 11. 1973. IMMRC." in Mattelart and Siegelaub. Kaarle Nordenstreng and Tapio Varis. p. Amilcar Cabral. Communication and Class Struggle. "The Role of Culture in the Liberation Struggle.8. Rome. 47. International General. Cees J. The Corporate Village. IDOC International. New York. 18. FriedrichEbert-Stiftung. 12. op. 13. 44. 14.-. Hammondsworth. "A Communication on Communication. 65-66. 1973. Bonn. No. John Wiley and Sons. cit. The New Industrial State. Armand Mattelart. eds.68. "Computers in Telecommunication Services. Ibid." in Ibid. a well rounded discussion of the problem can be found in Cees Hamelink.. Seth Siegelaub. 1984-1984. "Introduction: For a Class Analysis of Communication. seq.. March 30. cit. 17. "Lords of the Air. FRG. Guback. R. p.” Media Asia. 1984. Great Britain. Gerald Sussman. Thomas H. 23. cit. 1983. Constable and Co. 73 . Academic Press. The Media Are American." in Mattelart and Siegelaub. No. "The Flow of World News: An Appraisal. Herbert 1. Sang-Chul Lee. Institutefor International Relations. 359-366. Schiller. 10. 24. University of the Philippines. 2. Vol. pp. "Film as International Business. 22. "The Transnationalization of Communication: Implications on Culture and Development. Toward a New World Information Order: Consequences for Development Policy. 7/8/83." Democratic journalists. p. Ibid. Praeger.. 388. op. FRG. Renato Constantino. Nov.. p. 30." in Mattelart and Siegelaub. Inc. The Corporate Village. 84. Dieter Bielenstein. 1980. pp. Bunce. "A Brief History of the American Film Industry. 27. cit. "Notes on the Ideology of the Military State. Cees Hamelink. 1982. 1977. Brunswick. 198 1. Vicente Maliwanag. 25. op. 30. 1983. p. also cited by Jeremy Turnstall. pp. Enrique Gonzales Manet. Culture and Society. Op. pp.." lecture before the Institute of International Studies. 1. 31. 29. 26.. "Telecommunications Technology: Transnationalizing the New Philippine information Order." Media Asia. 91-92." in Mattelart and Siegelaub.. Issues and Trends... op. Television in the Corporate Interests. 406-427. 28. New York. op. p. "Some Aspects of the New World Information Order. ed. pp. 23. 345. London. cit. Ibid.. The Film Countil. Vol. 32. 8." in Media. "NIIO-. p. 1976. 21. fuller discussion on the national security state may be found in Armand Mattelart. 255-257. cit. cit. "Genesis of the Free Flow of Information Principles." in Mattelart and Sigelaub. 21-22. No.20. 10. 364. "Media Imperialism in Philippine Television. Ibid... 40. 158-178. 1977." Business Outlook.. p. London. Media. Mercado and Elizabeth B. Hidetoshi Kato. The Corporate Village. Ltd. p. 48. pp." Media Asia. 35. Communication and Change the L4st Ten Years and the Next. "Pop Music: Mobiliser or Opiate?" in Carl Gardner. 1976." Business Day. Constable and Co. Buck. 74 . 1984. 1976. Ibid. Ibid. "The new economics of the air time for advertising." in Mattelart and Siegelaub.. Jeremy Turnstall. p. 42.. 97. 38. ibid. 382. 36.Ibid. Orly S. MacMillan Press. 40-50.Ibid. cit. Leon Rosselson. 43.. 41. pp. The Media Are American. p. p.. "Notes on 'Modernity': A Way of Reading Women's Magazines. December.. 39. see also. pp.Ibid. Politics and Culture. 47.. 337. 1979. 388. 46. op. "Channels of dependence: Export of homo consumens" in Cees Harnelink. 37. 23. "Barnet and Mueller. 1981. eds. "Global Instantaneousness and Instant Globalism The Significance of Popular Culture in Developing Countries.33. Great Britain. Michele Mattelart. op. p.. cit." in Wilbur Schramm and Daniel Lerner.. 38-39. op. Herbert Schiller. 145. 44. 145-146. ed. 257.Ibid. pp. Oct. University Press of Hawaii~ p. 185. cit. 34. 45. "State of TV Reflects Economy. 253. 2 59. 63. pp. Sepetu. p. Ibid. op. August 1980. 52. in Gebner. 65.. Many Voices. 56. 3. Sean MacBride. Jose. 170-171. Renato Constantino. Paris. D. MacBride. MacBride. cited in Vivencio R." and Letizia R. 1975. Nordenstreng and Varis.." Media Asia. 58. One World. Ibid." in Dieter Beilenstein. Notting-ham. Vol. p. 75 . p.49. the World Bank. Foundation for Nationalist Studies. cit. p. 1982. Constantino.C. Unesco. 10.. Foundation for Nationalist Studies.. 61. Washington. -op..Scenario for Deception. "World Bank Textbooks . p.. p. 37. 411. 54. 267. No.. Ibid. 50. 175. Reflections on Education in the Third world. 170. Spokesman Books.. "Patterns of Information Technology Transfer in the Philippines. Ibid. 57. p. Ibid. Mortgaging the Future. cit. 53. op. op. 55.. p. World Development Report 1980." Quezon City. Isaac A. cit. 62. "Toward a New International Information Order Consequences for its Realization in the Third World's View. 1980. cit. "The Miseducation of the Filipino. 1983. Ibid. 131. Quezon City. 51. p. Keith Buchinan. Florangel Rosario-Braid. 1982. cit. 59. MacBride. ed. Ibid. 60. 64. op. Foreign Languages Publishing House." in Dissent and Counter-Consciousness. Renato Constantino. see also. Keynote address. Queton City. 67. May 16. Renato Constantino. Selected Writings.66. . 1985. 76 . 264-271. 1970. Holland. Truong Cbinh. Centrum Kontakt der Kontinenten. pp. "Culture and National Identity. 1977. conference on Culture and Development. Soesterberg. Hanoi. Malaya Books. "Mass Culture" and Development.