Promoting Local Filipino Artist - Research Paper
Promoting Local Filipino Artist - Research Paper
Promoting Local Filipino Artist - Research Paper
Submitted to:
Submitted by:
Table of Contents
Table of Contents 2
The Problem 3
Target Audiences 10
References 32
Appendices 34
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 3
The Problem
In the Philippines, arts and culture are often underappreciated when compared to
other industries, and as a result often lack the necessary funding and infrastructure for
expansion. Mercado (2018) believes, however, that this is not because Filipinos are
uninterested in the contemporary arts, but rather because the public sector places
greater emphasis on other aspects of development instead of arts and culture. For
instance, some of the only venues in Manila where art can be exhibited on a
governmental level are the National Museum of Natural History, the Cultural Center of
the Philippines (CCP) and the National Commission for Culture and the Arts (NCCA)
Gallery, with similar issues happening in Visayas.
Despite the lack of support towards public museums, Mercado (2018) notes that
private owned institutions are capable of fielding the resources and patrons necessary
to sustain themselves. Art Fair Philippines is one such event, itself being a venue where
local contemporary Filipino artists can showcase their work and be discovered by an
international audience (artfairmag.com, 2021). However, Mercado (2018) also
mentioned that it will be difficult to generate public interest in the arts and culture by
relying solely on these institutions, since they may end up depicting the industry as
being reserved only to those with wealth and power. As such, the advocates believe that
art and culture should be made readily accessible to everyone, and Filipinos across all
levels of society should be given opportunities to engage with them.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 4
Prior to the emergence of contemporary art in the Philippines, modern art faced
opposition from the art academies that were established by the Spaniards since the
early 16th century (Stancheva, 2017). Guillermo (2019) notes that modernism, at least
in the Philippine context, was a reaction against the established art canons of the
1920s, whose institutions mainly catered to European art tastes and wealthy patrons (p.
1). These institutions fell under the Academic style which took inspiration from the
Spanish, Italian and French Academies, and was the primary means of spreading
Catholicism throughout the Philippines (Stancheva, 2017). Notable practitioners of the
Academic style were painters such as Juan Luna, Fabian de la Rosa, and Fernando
Armosolo who made use of Neo-Classicism and Realism, while Victorio Edades and
Vicente Manansala became a part of the “13 Moderns” as a result of the experimental
styles they learned from abroad (Stancheva, 2017).
Filipino artists have an important role to play in preserving the art and cultural
heritage of the Philippines, which is why government agencies have been formed in
order to ensure that they are accredited for their accomplishments. For instance, the
NCCA has been selecting indigenous Filipino artists since 1992 and bestowing upon
them the National Living Treasures Award or Gawad sa Manlilikha ng Bayan (GAMABA)
(Estrella, 2017). More specifically, the award is granted to those who possess a ‘high
degree of knowledge or skills to perform or recreate elements of intangible cultural
heritage’, have revitalized the artistic tradition of their indigenous cultural community
and are recognized as a master of their craftsmanship. (Primer Media Inc., 2018). Crafts
that have been celebrated include traditional musical instruments, dancing, attire,
weaving, textiles, sculpting, chants and poetry (Estrella, 2017). It is through these
practices that the Filipino spirit continues to live on, hence why Filipinos today should be
more informed about them.
One issue that has led to the problems in the Philippine art industry is the lack of
coverage being done on Filipino artists in formal education. Art in the Philippines’
secondary education focuses mainly on the accomplishments of Western artists, but
neither the historical development of Filipino art nor the works of contemporary Filipinos
artists have been given as much focus. Furthermore, the number of Filipino students
who receive art education has greatly diminished throughout the decades due to the
expansion of standardized test taking, which has encouraged schools to devote more
resources to testable subject matter instead of the creative arts (Geromo, 2019).
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 7
Another issue that might have led to this problem is the colonial mentality that
continues to persist in the Philippines. As stated before, Filipinos tend to have an
inclination towards Western practices and brands instead of those originating from the
Philippines, despite having been part of a sovereign nation since 1946 (Mateo, 2016).
Although art has helped combat colonial mentality by educating the public on Philippine
culture and values, Mateo (2016) notes that access to this industry is unevenly
distributed across the different levels of society.
If left unresolved, the lack of support for Filipino art may lead to the deterioration
of the Filipino cultural heritage, which will instead be replaced by a Western mentality.
This mindset has roots in the colonial history of the Philippines and still continues to
persist in the modern era, more specifically how developed countries such as the United
States use a form of globalization known as “cultural globalization” as a way of
controlling the cultures and economies of developing and underdeveloped countries
(Javed, 2014). Instead of using physical force, countries can now spread ideas in order
to influence each other, often at the cost of replacing the native practices and traditions
in favor of becoming more culturally homogeneous along with the rest of the world.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 8
The current global culture mostly consists of Western practices due to its
widespread proliferation during the Age of Exploration, with the Philippines being a stark
example of the effects that colonization had on Eastern society. In contrast to the rest of
Southeast Asia, the Philippines is predominantly Catholic and has strong ties with
Western countries such as the United States, although individuals such as President
Duterte have tried to move away from this dependence and look towards its neighboring
countries. Unfortunately, this action may only serve to shift Philippine society towards
the culture of another nation, which is why there is a need to properly define the Filipino
identity. Art is a vessel for exploration, one that can be viewed by anyone from any
social class, and can be used to explore the various facets of what it means to be
Filipino in relation to an increasingly connected world. By understanding the history and
culture of the Philippines, Filipinos can allow themselves to make their own place in the
world instead of becoming subsumed yet again by another culture as seen in their
history.
Goal
This advocacy aims to promote the works of local Filipino artists in order to help
grow the Philippine art industry.
Objectives
The following are the advocates’ objectives to meet the goals:
Informational Objective
This advocacy aims to collaborate with Artelier, a student organization in De-La
Salle College of Saint Benilde, in spreading awareness to Benildean students on the
Philippine art industry through the use of a webinar.
Motivational Objective
This advocacy aims to encourage Benildean students to support local Filipino
artists by showcasing their artworks through online exhibits, which will be held on
various social media platforms.
Behavioral Objective
This advocacy aims to provide a website for local Filipino artists to promote their
works, thereby encouraging other Filipinos to contribute to the Philippine art industry.
Institutional Objective
This advocacy aims to collaborate with Artelier, a student organization in De-La
Salle College of Saint Benilde, in sharing the works of local Filipino artists on their social
media accounts.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 10
Target Audiences
Primary Audiences
Benildean Students
The Benildean students may become more knowledgeable on Filipino art
practices and traditions by exposing themselves to the works of local Filipino artists.
This will allow them to gain a better understanding of the current state of the Philippine
art industry, which may in turn lead to a greater appreciation towards the local artists.
Arterlier
This Benildean student organization may gain new members by providing
patronage to local Filipino artists. This can be done by sharing their artworks to
Benildean students and other followers on their Facebook page, which may also attract
more attention towards the organization.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 11
Secondary Audiences
Other Students and Peers
The rest of the student body alongside any other acquaintances they have may
become more knowledgeable on the situation of the Philippine art industry, and may
therefore learn to be more appreciative of local Filipino artists.
Anti-Art Associates
Anti-Art Associates such as NFT Promoters and Pseudo-Artists may learn about
the goal of the advocates to improve the Philippine art industry through legitimate
means and may be given the opportunity to support the advocacy campaign. In turn, the
advocates will be able to better understand why they tend to disrupt the art community
through acts such as by stealing uncredited artwork from others.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 12
General Public
The general public may develop an interest in the arts by joining the advocacy
campaign, and may also convince others to participate as well in order to help expand
the Philippine art industry. They may also develop a better understanding of the industry
based on what the advocates aspire to achieve through the advocacy campaign.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 13
Primary Message
The advocates also hope to eliminate any stereotypes and misconceptions that
Filipinos may have about the art industry. Cristobal (2018) mentions that one of the
reasons why art in the Philippines is undervalued is that art is often considered to be a
hobby by most Filipinos. Unlike most other professions, art is often viewed as a form of
entertainment that is done for the personal satisfaction of the wealthy. In actuality, the
job of an artist can be highly demanding due to the amount of time and creative effort
that goes into producing outputs befitting of Filipino culture.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 17
The advocates believe that constant growth in the art industry can bring about
positive changes to the Philippines’ economy and social environment, but this can only
come about by fostering a healthy amount of respect and recognition towards local
Filipino artists. They should be given more support in their careers by receiving
sufficient financial, moral and emotional support at all times so that they may continue to
create works of art that can help invigorate the hearts and minds of Filipinos throughout
the Philippines. These objectives however can only be reached by promoting public
awareness on the importance of the art industry in the development of the Philippines’
national and cultural identity, thereby ensuring that a new generation of artists will carry
out the practices.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 18
Secondary Messages
The following table presents the secondary messages according to the
audiences, channel, and format:
Local Filipino “Art is a path that leads Social Media Social Media
Artists/Guest to progress.” Platforms, Video Postings
Speakers Conferencing Webinar encouraging
Platforms Filipinos to pursue a
career in art
Government asking
them to address the
needs of aspiring
Filipino artists such
as financial support
People who do “It’s all in the Self.” Social Media Social Media
not appreciate “Start with the Self.” Platforms such as Postings
or understand Facebook, Twitter,
the value of art Instagram, etc.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 20
Messengers
The advocates aim to empower the Philippine art industry by creating a website
where Filipino artists can showcase their works and by conducting a webinar where
artists can talk about the current state of the industry. The advocacy campaign can
encourage Benildean students to show greater appreciation towards Filipino art by
asking them to support local artists. Moreover, it can contribute to their income by
providing coverage on less prominent Filipino artists and by promoting their works
alongside other more prominent artists, allowing both sides to attract more customers.
The following are the secondary messengers who will promote the advocates’
campaign:
● Local Artists
The artists whose works are to be shown on the website are volunteers
and supporters of the advocacy campaign for promoting local Filipino artists.
These people will also promote the website to other artists so that they can use it
to promote their own works towards a wider audience. As the main focus of the
website, these people must be capable of providing examples of traditional,
modern and contemporary Filipino art to the current generation of Filipinos. They
can also provide works that relate to present-day issues such as poverty and
corruption so that viewers can see how art plays a role in understanding the
current state of the Philippines.
● Guest Speakers
○ Art educators and advisers
The art educators and advisors who are possible candidates for the
role of guest speakers for the webinar are Mr. John Paulo Q. Herrera, an
Art Appreciation professor, Mr. Philip Adrian Gungab, a local game artist
and educator, and Mr. Eleazar Abraham Orobia, an artist and consultant.
These people can provide a thorough discussion on the inception,
development and current situation of Filipino art as well as the direction it
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 21
may take in the future. This would allow the audience to create new
insights regarding Filipino artists and the state of the local art industry as
well as find ways on how to promote them even further. It would also
broaden the audience’s knowledge on Filipino art and how it contributes to
Philippine culture and society.
Resources Status
Financial The advocates will carry out the advocacy campaign by creating
a website and by hosting a webinar in collaboration with De La
Salle - College of Saint Benilde’s student organization “Artelier”
in order to promote the Philippine art industry. The advocates
will do this by inquiring local Filipino artists for works that can be
displayed on the website, hiring social media influencers to
promote the advocacy campaign on social media, and inviting
guest speakers in collaboration with Artelier for the webinar.
The preparation of the advocacy campaign, from the creation of
the website up until the webinar collaboration with Artelier will
take approximately 6 months. The following are the possible
expenses of the advocacy campaign:
Photographer 1 3,000.00
Services -
3,000.00
Meal - 3 900.00
300.00/speaker
Token - 3 1,500.00
500.00/speaker
Infrastructure Most of the resources that will be utilized by the advocates and
volunteers are already available online for free. However, there
are still certain materials that need to be requested from the
participants such as the promotional artwork from the local
artists which will be showcased on the website and social media
sites. The advocates, collaborators, influencers, photographer,
as well as guest speakers will use their respective offices,
homes or workplaces when making the website, posting on
social media and hosting the webinar. Thus, there will be little to
no physical interaction between members, the only exception
being the artists who intend to send their physical artworks to
the advocates who will in turn require the services of a
photographer in order to upload quality pictures on the website.
The following are the strategies and tactics in order to meet the goals and
objectives of the advocacy:
To collaborate with Artelier, Conduct a webinar to These are the specific steps to
a student organization in celebrate and conduct an online webinar:
De-La Salle College of promote Filipino art 1. Finalize the concept of the
Saint Benilde, in spreading with the help of webinar, then reach out to
awareness to Benildean Benilde’s Artelier the Artelier organization
students on the Philippine organization. and propose a
art industry through the use collaboration. Set an
of a webinar. intended date and time for
the online campaign.
2. Hire local Filipino artists or
personnel from Artelier as
guest speakers. Guest
speakers may also be
given a web page of the
website if they haven’t
gotten one already.
3. Post the details of the
webinar on various social
media platforms (i.e.
Facebook, Twitter,
Instagram).
4. Hold the webinar during
the agreed upon date.
Send the meal and token
to each of the guest
speakers after the
conclusion of the webinar.
collaboration. Set an
intended duration for the
online campaign.
3. Hire people (ie. social
media influencers) to
promote the campaign by
creating short promotional
videos.
4. Create digital posters that
showcase local Filipino
artists and artworks.
5. Post the promotional
videos and posters on
various social media
platforms.
6. Provide a link to the
website as well as a means
to contact the advocates
via email in each of the
posts.
To provide a website for Create a website These are the specific steps to
local Filipino artists to where local Filipino develop a website for local
promote their works, artists can promote Filipino artists:
thereby encouraging other their works, and 1. Purchase a suitable
Filipinos to contribute to where students can domain name for the
the Philippine art industry. engage in the works website.
of these artists. 2. Design and launch the
website to the public.
3. Gain permission from the
Office of Digital Technology
to advertise the website on
BigSky.
4. After launching the website
for showcasing Filipino
artworks, contact local
artists via email if they
want to promote their
artworks on the website.
5. Artists that agree to being
promoted will be given a
monetary incentive for
showcasing their work.
6. Create a web page of the
website for each artist that
has been promoted, as
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 30
To collaborate with Artelier, Conduct an online These are the specific steps to
a student organization in campaign on conduct an online webinar:
De-La Salle College of Artelier’s social media 1. Create a proposal for an
Saint Benilde, in sharing pages to celebrate online campaign that
the works of local Filipino Filipino art by utilizes different social
artists on their social media promoting select media platforms.
accounts. works that can be 2. Reach out to the Artelier
found on the website. organization and propose
a collaboration.
3. Hire people (ie. social
media influencers) to
promote the campaign by
creating short
promotional videos.
4. Create digital posters that
showcase local Filipino
artists and artworks.
5. Post the promotional
videos and posters on
Artelier’s social media
accounts.
6. Provide a link to the
website as well as a
means to contact the
advocates via email in
each of the posts.
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 31
References
Cristobal, L. (2018, July 12). Why creative work is constantly undervalued. Retrieved
March 28, 2022 from
https://www.cnnphilippines.com/life/culture/2018/07/12/creative-work.html
Estrella F. (2017, October 10). 13 indigenous artists who kept Filipino creativity alive.
Retrieved from
https://www.cnnphilippines.com/life/culture/2017/10/10/indigenous-artists-national
-living-treasures.html
FutureLearn. (2020, July 10). The best paying jobs in the Philippines. Retrieved March
28, 2022 from
https://www.futurelearn.com/info/blog/the-best-paying-jobs-in-the-philippines
Geromo, A. (2019, September 27). B. culture and arts education in the Philippines
(theories, history, and legal basis, the role of Art Education in the 21 St Century.
Retrieved from
https://www.academia.edu/40454963/B._Culture_and_Arts_Education_in_the_P
hilippines_Theories_History_and_Legal_Basis_The_role_of_Art_Education_in_th
e_21_st_Century
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 32
Goh, K. (2016, March 14). Challenges in accessing opportunities for visual artists in
Southeast Asia: a comparison between Vietnam and the Philippines. Retrieved
March 28, 2022 from
https://culture360.asef.org/magazine/challenges-accessing-opportunities-visual-a
rtists-southeast-asia-comparison-between/
Guillermo, A. G. (2019). The History and Current Situation of Modern Art in the
Philippines. Retrieved from
https://www.semanticscholar.org/paper/The-History-and-Current-Situation-of-Mod
ern-Art-in-Alice-Guillermo/cfff980cff929b245da7179eb04bbd0be97d6d1c
Mercado, A. (2018, December 3). Is the Philippines still interested in contemporary art?.
Retrieved from
https://www.philstar.com/lifestyle/arts-and-culture/2018/12/03/1873577/philippine
s-still-interested-contemporary-art
Primer Media Inc. (2018, July 12). Meet the living national treasures of the Philippines.
Retrieved from
https://primer.com.ph/blog/2018/07/12/living-national-treasures-of-the-philippines/
Stancheva, Y. (2017, November 7). Five Classics of Modern Philippine Art. Retrieved
from
https://www.artdependence.com/articles/five-classics-of-modern-philippine-art/
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 33
Appendices
b. Publication Materials
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 34
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 35
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 36
d. Certificates
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 38
e. Online Website
PROMOTING LOCAL FILIPINO ARTISTS TO EMPOWER THE PHILIPPINE ART INDUSTRY 39