Comedic styles in media formats across generations: a case study of the Philippines

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Дәйексөз келтіру

Толық мәтін

Аннотация

The article examines the methods and techniques used by Filipino media of different generations to achieve a comic effect. The authors rely on the fact that humor inherent in each culture is based on the collective experience lived through by the representatives belonging to this culture; the influence of different events (political upheavals, social changes, technological transformations) is so great that the difference in the presentation and understanding of humorous content can be significant even between successive generations. As part of the study, the authors analyze the transformation of media formats that occurred with the widespread use of the Internet. The study is based on a comparison of several visual humorous media forms of two generations of Filipinos (comics, advertising, movie posters). In the classification adopted by the authors, one of these generations (born 1946–1964) is defined as “political”; the second (born 1965–1980)– as technological/digital. During the study researchers purposefully selected materials related to media forms of different generations, and applied content analysis of changes in the humor of generations. Three pieces of each media form were selected based on the following criteria: they were produced/directed by a Filipino during the generational period in question. The thematic content of the pieces was not limited to politics or popular culture. The selected pieces were compared with their counterparts from other countries to help confirm generational changes in humor in a global context. Understanding the relationship between media formats and ideology is critical to understanding how media shape our social and political landscape. By understanding the dynamic nature of media formats and their ideological content, we can get a clearer picture and better understanding of the role of media in the formation of our social and political reality.

Авторлар туралы

Don Velez

Xavier University – Ateneo de Cagayan

Email: dvelez@xu.edu.ph
ORCID iD: 0000-0002-0089-5954
Assistant Professor, Department of Sociology – Anthropology; Doctor of Philosophy in Sociology (PhD Soc), College of Arts and Sciences Cagayan de Oro City, Philippines

Lawrence Saldua

Xavier University – Ateneo de Cagayan

Email: dvelez@xu.edu.ph
Bachelor of Arts in Interdisciplinary Studies Program, College of Arts and Sciences Cagayan de Oro City, Philippines

Alyssa Moreno

Xavier University – Ateneo de Cagayan

Email: dvelez@xu.edu.ph
Bachelor of Arts in Interdisciplinary Studies Program, College of Arts and Sciences Cagayan de Oro City, Philippines

Ella Santander

Xavier University – Ateneo de Cagayan

Email: dvelez@xu.edu.ph
Bachelor of Arts in Interdisciplinary Studies Program, College of Arts and Sciences Cagayan de Oro City, Philippines

Vincent Gamos

Xavier University – Ateneo de Cagayan

Email: dvelez@xu.edu.ph
Bachelor of Arts in Interdisciplinary Studies Program, College of Arts and Sciences Cagayan de Oro City, Philippines

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