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Quarter 3 – LAS No. 1 (Week 1-4)

MEDIA-BASED ARTS AND DESIGN
IN THE PHILIPPINES
(A10PR-IIIc-e-3)
 LET US KNOW

This learning activity sheet will help us recognize and understand how to address
issues and concerns regarding technology media-based art. How these digital media were
very important in making creative impression nowadays.

LET US REVIEW

Answer in your own understanding: Write your answers in a separate sheet of

paper.

1. What is photography as arts?

2. What is filmmaking?

Let us Study

-. T h e s e h a v e e n a b l e d a m a z i n g l y i n n o v a t i v e a r t f o r m s t o
e v o l v e f a r beyond traditional painting, sculpture, and architecture.As quickly as
technology is able to develop new devices, gadgets, and techniques, modern artists
and designers adapt them to enhance their creative expression.

In this quarter,the modern techniques and trends in photography,film,print

media,digital media,and product and industrial design will be explored.Most notably
the talent,creativity,and quality workmanship of Filipino artists and designers in all
these fields will be recognized and celebrated.Not only have been brought Philippine
artistry to the world”s attention:they have also opened up an entire range of
opportunities for young Filipinos to develop and apply these talents-and earn a living
doing so.Technological advances continue to be a major driving force in the
directions that each of these art forms has taken.Among the results have been
exciting innovations in materials manipulation,coloring and embellishment
techniques,and creation and production processes applied to all today’s media-
whether physical and tangible,or virtual in cyber space.

Media-based Arts and Design in the Philippines 259

Photography
In it’s early stages during the late 19 th century,photography was viewed as a
purely technical process,that of recording visible images by light action on light-
sensitive materials.In fact,its very name-from the Greek “photos”(meaning
light)and “graphos”(meaning writing)-states this process literally.In comparison
to the highly regarded arts of painting and sculpture,then,photography was not
immediately considered an art.But it was not long before the artistry of 20 th
century photographers elevated this”light writing” to an aesthethic form in its
own right.

The Photographer as Artist

Focusing a camera at a subject and clicking the shutter is photography as process.Discerning
a significant moment or a unique expression, framing it in the camera viewfinder with an eye
for composition,and then clicking the shutter is photography as art.The discernment and that
eye for composition are the factors that elevate a photographer from a mere recorder of
images to an artist. In a pictorial shoot,the photographer may position lighting,modify the
lens setting,or use filters to create an effect he or she has conceptualized beforehand.The tools
and techniques may not be those of the traditional artist,but the aesthetic principles are the
same.For today’s photographers,the process goes even further.They may take the exposed
film into a dark room or subject the digital images to their photo editing software-and there
manipulate the images with a myriad photo enhancement techniques and tools currently
available.Whether left untouched from the instant ,the image was captured or was digitally or
manually altered,the resulting photographs can be startlingly impactful.It becomes clear how
the photographer has captured the elements of form,color,light,and shadow,texture,and
composition to create a true work of art.
Photography as Communication
Being a modern art form means that photography is now viewed
as being more than just about the beautiful.It is also considered
one of the most powerful means of communication.Next to the
printed word,the photographic image is today’s most important
means of conveying information and ideas,expressing
emotions,even championing causes.This power comes from two
distinctive characteristics of photography:immediacy and
detail.An image recorded by a camera has a sense of
authenticity.Because the lens captures the image objectively,the
resulting photograph is regarded as’true to life’and’of the
moment’.At the same time,the camera takes in every detail of
an image.Thus the photograph has a sense of completeness.For
these reasons,photographs are vital tools in communication
fields such as journalism,advertising,education,and even in
courts of law.They have also been used to eloquently speak out
against social and political issues.

Noteworthy Philippine Photographers

The Philippines has joined the rest of the world in applying the wonders of modern
photography to every aspect of life-from personal to professional to national to global.And
with our country’s natural beauty,a number of local photographers have taken on the
Philippines and our people as a major focus of their lenses.
Among these are;
*George Tapan
*John K.Chua’s
*Manny Librodo and Members of the Federation of
Philippine Photographers Foundation(FPPF)/

Film
Another art form which has risen to tremendous heights within the last century is film
or cinema.As its early name”motion pictures”declared,film brough yet another
dimension into play-that of moving images.The possibilities of this medium created a
new art form that was to become a powerful social and economic force,and a legacy
of the 20th century to the world.
.
Cinema, just as all modern arts, has been greatly influenced by technology. In
the case of cinema, however, it is an art form that came into being because of technological
advances.The transition from still photography came in the late 1800s with “series
photography”and the invention of celluloid strip film.This allowed successive still photos of a
moving subject to be captured on a strip of film advancing through a single camera.This was
the seed of the highly advanced film medium we enjoy today.The need to view these moving
images led to the rise of the Kinetoscope,a peepshow cabinet with an eyehole through which
these earliest movies could be viewed by one person at a time.A motor inside the cabinet
moved the film strip along in a loop,with an electric bulb providing illumination from
beneath.In the meantimime,European and American investors were providing one
technological advancement after another.The French developed the “cinematographe”,a hand
-cranked camera printer,and projector all in one that was lightweight enough to bring outside
the studio.By 1901,the earliest motion pictures were rapidly progressing from one-
scene,studio films to multiple-scene narratives filmed outdoors.Driven by these and many
more advances the art aspect of film making was born.

TheCollaborativeArt of Filmmaking
Film making, because of its technical complexity, involves entire teams of
artists,w r i t e r s , a n d p r o d u c t i o n e x p e r t s , s u p p o r t e d b y t e c h n i c i a n s t a k i n g
c h a r g e o f t h e cameras, lighting equipment, sets, props, costumes, and the like
—all under the supervision of a film director.

Media-based Arts and Design in the Philippines 267

Film directing
-It is the director, like the painter and sculptor in traditional art, who envisions the
final effect of the film on its viewers, visually, mentally, and emotionally. While the painter
and sculptor work with physical materials, the film director works with ideas, images, sounds,
and other effects to create this unique piece of art. He or she conceptualizes the scenes,
directs the acting, supervises the cinematography and finally the editing and sound dubbing in
much the same way as a visual artist composes an artwork. Clearly, however, the director
does not do all these alone.Through the years, the complexity of filmmaking gave rise
to numerous allied arts that did not previously exist.
Acting
-First and foremost, there was the art of acting for film. With live theater as the
only form of acting at that time, film actors had to learn to express themselves without the
exaggerated facial expressions and gestures used on stage. With the addition of sound in the
1930s, they then had to learn to deliver their lines naturally and believably.
Cinematography
-Behind the scenes, there was cinematography or the art of film
camera work. This captured the director’s vision of each scene through camera
placement and movement, lighting, and other special techniques.
Editing
-This was joined by film editing, the art of selecting the precise sections of
film, then sequencing and joining them to achieve the director’s desired visual and
emotional effect.Sound editing was also developed, as films began to
i n c l u d e m o r e ambitious effects beyond the dialogue and background music.
Production/Set design
- U n d e r l y i n g a l l t h e s e w a s t h e a r t o f p r o d u c t i o n a n d s e t design. This
recreated in physical terms through location, scenery, sets, lighting,costumes, and props,
the mental image that the director had of how each scene should look, what period it should
depict, and what atmosphere it should convey. This included creating worlds that did not
exist as well as worlds that were long gone,designing each production component down to
the very last detail..Again, all these allied arts were made possible through the
advances of modern technology. From cumbersome machines that could barely be
moved,today’s highly-sophisticated cameras and accessories can handle even the most
demanding camera work.From the era of silent film,today’s films incorporate a vast range of
voice,music,and sound effects to suit an ever-widening array of film genres.From manual
rendering,today’s animated films use the awesome capabilities of computers to amaze movie
goers of all ages.

Philippine Filmmakers-among them were Lino Brocka(Tinimbang Ka Ngunit

Kulang,1974;Maynila,Sa Mga Kuko ng Liwanag;1975),Mike de Leon(Itim,1976;Sister
Stella L,1984;Bayaming 3rd World,1999),Ismael Bernal(Himala,1982)Peque
Gallaga(Oro,Plata,Mata,1983)Outstanding female directors have likewise made their
mark in Philippine cinema.Among them are Laurice Guillen,her more recent films
such as Tanging Yaman(2001),which won Best Picture in the Metro Manila Film
Festival,American Adobo(2002),Santa Santita(2004),and Sa ‘Yo Lamang(2010).and
Marilou Diaz Abaya,captured the attention and respect of the viewing public with
powerful films such as Jose Rizal(1998),Muro-ami(1999) and Bagong
Buwan(2001).Another Filipino film directir who has brought the country to the cinema
world’s attention is Brillante Mendoza.Mendoza was originally a production designer
for films,commercials and music videos,his film Kinatay(The Execution of P)won him
the Best Director award at the Cannes Film Festival of 2009.
Crossing over easily between projects for television and for the big screen is veteran film
director Maryo J.delos Reyes.The heart warming drama film Magnifico won for him the Best Director
distinction at the 2003 FAMAS Awards and garnered other local and international film awards as well as delos
Reyes continued to be active in both film and television media,having become known for well-loved
teleseryes(television drama series)

Animation
In recent decades, a whole new career opportunity has emerged for creative F i l i p i n o s v i a
the field of animation.In fact,Filipino animators have been involved in
the creation of some of the best -loved and technically challenging
animated feature films produced in the last few years.Among these are
Toy Story,Up,The Incredibles,Monster University,Cars,Finding
Nemo,Planes,Brave,Shrek, Kung Fu Panda and more.Such recognition
of Philippine talent abroad has,in fact spurred the development of the
local animation industry as with the Animation Council of the
Philippines Inc.
TheAnimation Council of the Philippines, Inc.( A C P I ) i s a n o n - s t o c k , n o n - p r o f i t
organization that aims to create an identity for the Philippines within the animation industry,
making it one of the preferred sources for animation services worldwide.The organization
works hand in hand with participating colleges and universities, theTechnical
Education and Skills Development Authority (TESDA) and other government a g e n c i e s ,
and local government units to develop animation as a
promising career option for Filipinos.In 2013,T E S D A
a n d A C P I b e g a n o f f e r i n g 2 D a n d 3 D Animation Scholarships to interested
high school graduates, between the ages of 18 and 45. The showpiece of the ACPI is
Animahenasyon--an. annual festival and competition featuring the works of Filipino
animators.Apart from this major project, t h e A C P I g r a n t s t h e
a n n u a l Outstanding Emerging Artist in Animation Award for outstanding young and
fast-rising cartoonists and animators in the country.It also c o n f e r s
t h e Animahenasyon’s Lifetime Achievement Award.

On notable animators and other contributors to the Philippine

animation industry.

The Philippine Animation Studio, Inc.

(PASI)was established in 1991 and has since collaborated on numerous animation
projects and series with foreign partners.Among these have been C a p t a i n
Flamingo ,Producing Parker,Groove High,and Space Heroes
Universe.For this last cartoon,PASI was tapped by a children ’s
entertainment company based in Sydney,Australia and went on to win
the Best Animation Category in the 2012 Pixel Awards.
L ET US REMEMBER
ACTIVITY NO. 2 –
Write at least 2 films written or directed by the following:
Types Answer
Lino Brocka
Laurice Guillen
Marilou Diaz
Abaya
Brillante Mendoza

Maryo
delos Reyes

LET US APPRECIATE
ACTIVITY NO. 3 - Research for the works of these photographers.

George Tapan

John K. Chua
Manny Librodo
 LET US PRACTICE MORE
ACTIVITY NO. 4 – Digital Image Creation
1.
AUTHENTIC / PERFORMANCE-BASED ASSESSMENT
Subject Matter : MAPEH 10 (ARTS)
Quarter : 3rd
Learning Competency :
Learning Competency Code :
Title of the Activity :

G Invite a family member to act as model in capturing an image/picture.

Goal
R picture or image capturer
Role
A Family member or any subject (as model)
Audience
S In the comfort of your home .
Situation
P Am images of pictures captured before and after
Product / Performance

Rubric for “Anime,,anime,”

Score Descriptors
The theme of the picture/pictures are clearly and
completely conveyed in the image/images; the
4
presentation, display, mounting, and labeling pf the
picture/pictures are very well and artistically done.
The theme of the picture/pictures are somewhat clearly
and completely conveyed in the image/images; the

S 3 presentation, display, mounting and labeling of the

picture/pictures are good and somewhat artistically
Standards and Criteria done.
for Success The theme of the picture/pictures are somewhat
conveyed in the image/images; the presentation, display,
2
and labeling of the picture/pictures are done slightly
haphazardly.
The theme of the picture/pictures is not conveyed in the
1 image/images; the presentation, display, and labeling of
the picture/pictures has no principle of organization.
 EVALUATION
Multiple Choice
Choose the correct answer.
1. Photo means:
a. Light c. ray
b. film d. electronic
2.The Greek word”graphos”means
a.light b.writing c.reading d.listening
3.Envision the final effect of the film on its viewers;
a. acting c. film directing
b.editing d. cinematographer
4. Toy Story, Cars etc. they are called
a.animation c cartoons
b.anime d kidtoons
5 .Sister Stella L.,and Bayaning 3rd World are films of;
a. Brilante Mendoza c. Lino Brocka
b. Laurice Guillen d.Mike de Leon

Prepared: Checked:

YOLANDA C. RODA ELIODORA P. SANTOS

Teacher III Head Teacher VI

Approved:

MA. VICTORIA C. VIVO, Ed.D

Secondary School Principal IV