Leah L. Del Mundo | Carina F. Rafa
This research attempted to identify perceived effects of mass media specifically, movies and television programs on the cultural identity of modern-day Aetas. Using interview guide and content analysis, the researchers tried to determine (1) how Aetas were portrayed in contemporary Philippine movies and television programs and (2) what aspect of their cultural identity were enhanced, reversed, obsolesced and retrieved because of their exposure to movies and television programs that contain portrayal of indigenous people. The data revealed that they were portrayed both as modern and indigenous in movies and television programs. As modern, they wear clothes similar with city-people and use â€œTagalogâ€ as their primary means of communication while as indigenous, theyâ€™re portrayal were stereotypical of Aetas in the ancient times. They have curly hair, dark skin color, wear â€œbahagâ€ and depicted as poor and illiterate. Meanwhile, as to the perceived impact of movies and television programs, the subjects identified poverty, illiteracy, social discrimination, and their ancient culture as simultaneously enhanced, reversed, retrieved and obsolesced.