Difference between revisions of "The Ideology of Lola Techie"

 
Line 22: Line 22:
  
 
[http://iskwiki.upd.edu.ph/flipbooks/ideology_l3339 View Thesis]
 
[http://iskwiki.upd.edu.ph/flipbooks/ideology_l3339 View Thesis]
 +
 +
Subject Index : Hegemony--Philippines, Actors in the advertising industry -- Philippines
  
  

Latest revision as of 07:52, 5 March 2012

ABSTRACT


Advertising is that powerful machinery used by capitalists to orient people towards consumerism. It is their major ideological tool by which they solidify their domination in society. As an industry, it forms an integral part of our culture and uses technological manipulation to engage consumers.


This study serves as a critique of advertising’s hegemonic workings specifically focusing on BBDO Guerrero’s Lola Techie Campaign for Bayan Telecommunication’s Bayan DSL as the campaign happened on the internet with the agency utilizing social media tools to engage consumers.


Basically, this critique tackles the hegemonic workings of advertising through social media, the media people use for social interactions based on the uses of web technology by evaluating the social media tools the agency used and by analyzing four Lola Techie advertisements found in YouTube and reading it as a discursive text.


Guided by the theory of semiotics, ideology and hegemony, this study presents that through social media advertising, people are interpellated and constituted as subjects who should respond to the dominant class’ commercial interests. In the Lola Techie campaign, people are interpellated to respond to advertising messages grounded on the ideology of consumerism permitting hegemony to happen.


Keywords: advertising, social media, hegemony, ideology, Lola Techie


Garcia, J.S.C. (2011). The Ideology of Lola Techie: A Critique of BBDO Guerrero’s Bayan DSL Lola Techie Campaign for Bayantel, Unpublished Thesis, University of the Philippines, Diliman, Quezon City.


View Thesis

Subject Index : Hegemony--Philippines, Actors in the advertising industry -- Philippines


ABSTRAK


Ang patalastas ay isang malakas na makinarya na gamit ng mga kapitalista para hikayatin ang mga tao sa pagkonsumo. Ito ay nagsisilbing kanilang aparato upang pagtibayin ang kanilang posisyon sa lipunan. Bilang isang industriya, gumagamit ito ng pagmamanipula ng teknolohiya at nagiging parte ng ating kultura. Ang pag-aaral na ito ay nagsisilbing kritika sa makahegemonyang paraan ng patalastas na sumesentro sa kampanya ng BBDO Guerrero na Lola Techie para sa Bayan Telecommunications. Ang kampanya ay naganap sa internet sa pamamagitan ng paggamit ng ahensya ng mga social media tools.


Tinatalakay ng kritikang ito ang hegemonikong pamamaraan ng patalastas gamit ang social media, na base sa mga web applications na tumutulong sa interaksyon at komunikasyon ng mga tao sa internet. Sinusuri ng kritikang ito ang mga social media tools na ginamit ng ahensya pati na ang kanilang apat na patalastas na matatagpuan sa YouTube sa pamamagitan ng pagbasa dito bilang isang teksto.


Sa tulong ng teorya ng semiotics, ideyolohiya at hegemonya, piniprisinta ng pag-aaral na ito na sa pamamagitan ng patalastas sa social media, ang mga tao ay sumasailalim sa komersyal na interes ng mga kapitalista. Sa kampanyang Lola Techie, ang mga tao ay iniimbitahan rumesponde sa mensahe ng patalastas na siyang nakatuon sa ideyolohiya ng konsumerismo.


Keywords: advertising, social media, hegemony, ideology, Lola Techie


Garcia, J.S.C. (2011). The Ideology of Lola Techie: A Critique of BBDO Guerrero’s Bayan DSL Lola Techie Campaign for Bayantel, Unpublished Thesis, University of the Philippines, Diliman, Quezon City.