BIBLIOGRAPHY CALIXTO, SUELA C. APRIL...
BIBLIOGRAPHY
CALIXTO, SUELA C. APRIL 2009. Perceptions of Benguet Farmers on the Local
Music Video ‘Bebsat san Kaigorotan’. Benguet State University, La Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, BSc.
ABSTRACT
The study aimed to characterize the socio-demographic profiles of the respondents in
terms of age, sex, civil status, educational attainment, religion, tribe/ethnic affiliation and
municipality; to determine the perception of Benguet farmers on the local music video ‘Bebsat
san Kaigorotan’; and to determine the comments and suggestions of Benguet farmers towards the
local music video.
The data were distributed and collected from fifty respondents using interview schedule.
Half of the respondents belonged to the age bracket of 16-25 years old; female, single,
Roman Catholic, finished or at least stepped into high school. Majority of them were Kankana-ey
and from the municipality of Mankayan and Buguias.
The respondents discovered the existence of the music video mostly through their
neighbors or friend. They have only watched the music video once and most of them did not buy
a copy of the music video instead they just borrowed it from their friends and watched it from
their neighbors’ house.
The respondents perceived that the local music video was beneficial because it served as
an inspiration for the Igorots to enrich their culture. Also, the respondents perceived that the
length of the music video was just enough.
The respondents perceived that the photos and videos used in the local music video were
appropriate. Majority rated the music video as “good”.
Most of the respondents understood the language used. Almost 100% of the respondents
claimed that they understood the content of the music video. All of the respondents agreed with
the message of the music video and all of the respondents were willing to support the music
video of ‘Bebsat san Kaigorotan’.
For the comments and suggestions on the local music video, the respondents’ comments
were the video is good; it is nice to see such videos with efforts of our local producers and artists.
Some words used were hard to understand. The respondents suggested that the local music video
should have an Ibaloi version. For the improvement of some local music videos the respondents
also suggested that they should also make a video of cultural dances of the cordilleran people and
more local videos should be produced, and Artists should have acting lessons.
It is recommended that Igorot movies and music videos should be patronized. The music
video should also have Ibaloi version as recommended by Ibaloi viewers. Producers should
create more music videos that educate, entertain, and inform viewers.
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. iii
INTRODUCTION
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Scope and Limitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
REVIEW OF LITERATURE
Profile of Listeners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Perceptions on MTV. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Music Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
METHODOLOGY
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents . . . . . . . . . . . . . . . . . . . 11
Viewership Profile of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Perceptions of the Respondents on the
Local Music Video ‘Bebsat san Kaigorotan’. . . . . . . . . . . . . . . . . . . . . . 15
Respondents’ Perception on the Length
of the Local Music Video. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Respondent’s Perception on the Language Used. . . . . . . . . . . . . . . . . . . 17
Respondents’ Perception on the Content
of the Music Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Respondents Perception on the Message
of the Music Video. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Respondents’ Perception on the Videos
and Photos Appropriateness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Respondents’ Rating on the Music video . . . . . . . . . . . . . . . . . . . . . . . . . 20
Respondents Remarks on the Content
of the music video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Respondents’ Willingness to Support
the Music Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Comments of the Respondents
on the Local Music Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Suggestions for the Improvement of
Local Music Videos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
APPENDIX
A. Interview Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
B. Song Lyrics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
INTRODUCTION
Rationale
Modern Cordillera music was mostly inspired by Country music. Local recording
artists adopt the tune and rhythm of some popular country music. Their song lyrics talk
about the culture, beliefs and life of Cordillerans. Example is the song ‘Egkuentaen e
digat’ (Don’t count the sacrifices or hardships) by Marvin Thompson, adopted from the
song You Don’t Count the Cost and ‘Sapatos sinan Dapan’ (Shoes on the feet) by Pablo
Sagayo adopted from the song Food on the Table.
Musically speaking, country music is one of the simplest styles to create and one
of the least intimidating to listen to, features that contribute to its popularity. This basic
aspect of country music stems from the fact that it is based predominantly on lyric
content rather than musical content. In country music, the primary purpose of the musical
elements of harmony, melody, and rhythm is to showcase the lyrics without distracting
them. The lyrics of country songs commonly parallel the lives of ordinary people, and
cover such subjects as love and relationships, loneliness, religion, poverty, and work
(Microsoft Encarta, 2008).
Because of the existence of new technologies, producers and local artists try their
luck in producing music videos. Nowadays more than ten albums of local recording
artists were already produced.
One of these local music videos is the “Bebsat san Kaigorotan” (Siblings of
Cordillera) sung by Fr. Sammy “Kid Palina” Maximo popularly known as one of the
Cordillera Singing Priests. The music videos length is four minutes and 36 seconds
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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(4:36). The language used is kankanaey with mixture of highland Ilocano and it was
produced in 2008.
The music video ‘Bebsat san Kaigorotan’ is included in the VCD, “Sendong 3”.
Some of the video footages that are included in the music video are archives of SDS from
Lung-ayan 2006 at Lepanto, Mankayan and Lang-ay 2008 at Bontoc, Mountain Province.
The cultural dances projected on the music video were the bendian dance of the Ibaloi,
Apayao courtship dance, Bontoc war dance or pattong, lumagen or tachok and banga
dance of Kalinga, and the takik of Bontoc tribe. The VCD is produced and directed by
Rosendo “Sendong” Salvacio and Edited at SDS Reel Time Multimedia, Betag, La
Trinidad.
This music video was shown in the website “you tube” and also available at all
music stores in the Cordillera. Viewers were not only adults but also young people and
children. The existence of some local music videos was produced to create awareness on
Cordillera songs, culture and beliefs. It is quite commonly believed in the public world
that traditional arts are facing the danger of extinction and therefore needed to be
preserved (Reyes, n. d. as cited by Faba-an, 2007). Igorot Culture through time will
assume various forms simple because unlike cultural artifacts, traditional events cannot
be preserved in museums. These cultures can die unless performed (Malanes, 2003 as
cited by Faba-an, 2007). Some of us have already forgotten some of our native songs and
dances, because nowadays we are fond of the modern songs and dances that we saw on
television and other multimedia. Our culture is now influenced by other culture especially
the western culture but we should not forget the Igorot Culture that our forefathers
preserved for many years.
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The ‘Bebsat san Kaigorotan’ music video therefore can serve as general
information for the young generation who has not known enough of their Igorot culture.
This music video was not only produced for eye pleasure and listening pleasure but also
it adds knowledge on the culture of Igorots.
Statement of the Problem
The study aims to know the profile of the viewers and their perceptions towards
the local Music Video ‘Bebsat san Kaigorotan’.
Specifically, this study sought to answer the following:
1. What is the socio-demographic profile of the respondents?
2. What are the perceptions of Benguet farmers on the local music video ‘Bebsat
san Kaigorotan’?
3. What are the suggestions/comments of the respondents towards the local music
video ‘Bebsat san Kaigorotan’?
Objectives of the Study
This aims to:
1. determine the socio-demographic profile of the respondents.
2. determine the perceptions of Benguet farmers on the local music video‘Bebsat
san Kaigorotan’.
3. determine the suggestions/comments of the respondents towards the local
music video ‘Bebsat san Kaigorotan’.
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Importance of the Study
The potential of producing local music videos that promotes Igorot culture in the
Cordillera is great. This study may contribute to the development of more local producers
to produce more developmental and educational music videos. Moreover it will guide the
composers and producers in composing songs and producing local music videos
according to the developmental and educational needs of the viewers and to influence the
respondents to promote Igorot culture and practices.
This can also serve as general information for the young generation who has not
known enough of their Igorot culture.
Scope and Limitations of the Study
The study was conducted at La Trinidad Vegetable Trading Post. Since most
farmers who deliver their products in this area are from Benguet, the respondents were
the farmers who watched the local music video and are fond of watching local music
videos.
The information gathered was limited to the profile of the respondents; the
perceptions of the respondents on the local music video ‘Bebsat san Kaigorotan’ and the
comments/suggestions of the respondents towards the local music video ‘Bebsat san
Kaigorotan’.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
REVIEW OF LITERATURE
Profile of Listeners
Ogsaen (2003) cited that the respondents in Baguio city watched the television
because they are interested in the topics as claimed by 82% of the respondents, the others
were interested in the topics not with the host and the guest.
In the study of Aboen (2007) half of the television respondents watched TV once
a week (38.77%), slightly less than half watches once a month (34.69%) and only
(26.5%) watched daily. The respondents watched once a week, if they have films to
watch.
A 1996 study revealed that boys and girls ages 12 to 19 watch MTV for an
average of 6.6 and 6.2 hours each week, respectively. But despite music videos'
popularity among adolescents, many adults criticize the medium as studies show that
music videos often contain violence, sexism, suicide and substance abuse. A 1998-1999
study revealed that music videos were more violent than feature films and television,
averaging four violent scenes each, and a 1997 study reported that 22.4% of MTV videos
contained overt violence and 25% depicted weapon carrying (Brown and Schultze, 1990).
Perceptions on MTV
Music Television (MTV) has become a powerful force in popular music today,
shaping trends in music and providing invaluable exposure for recording artists through
play of their video clips. In the past, record labels to pick which artists were promoted
6
through the additional advertisement and or video production. This "gate keeping"
process has been greatly influenced by the likes of MTV (Anonymous, 2004).
MTV is the music authority where young adults turn to find out what is happening
and what is next in music and popular culture. MTV gives viewers music that defines a
generation. MTV also gives young adults everything they are passionate about, from
fashion, lifestyle and sports, to attitude, politics and creativity, all through the prism of
music. MTV is a network that transcends all the clutter, reaching out beyond barriers to
everyone who’s got eyes, ears and a television set. Young adults 12-34 name MTV as the
most recognized network. MTV is the best way to connect with the 12-34 year olds that
represent 33% of the U.S. population. They look to MTV to find out about their world in
their language, from their point of view ( Kleiler, 1997).
American Statistics show (in music lyrics) 47% of mothers with children in public
schools believe that violent messages in rap music contribute "a great deal" to school
violence, and 66% of 13- to 17-year-olds believe violence in music is partly responsible
for violent crimes like the 1999 Columbine High School shootings (Anonymous, 2004).
The 90's have seen the development of an "anything goes" mentality. Look back
to the 50's and think "If parents in the 50s didn't like Elvis' gyrating hips, those same
people would be astounded" with today's film clips. With the popularity of dedicated
music channels and programs such as MTV, Channel V, Rage, Video Hits and Fly some
of the videos shown on them not only show film clips that contain violent lyrics that for
example degrade women, but we also get to see it acted out in full color. There have been
a handful of experimental studies that indicate music videos may have a significant
behavioral impact by desensitizing violence and by making teenagers more likely to
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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approve of premarital sex. "Music Television (MTV) redefined music for future
generations by creating music videos, and the unique fusion between rock music and
visual images continues to be a hit (Toney N. D.).
Music Video
A music video is a short film or video that accompanies a complete piece of
music, most commonly a song with lyrics. Modern music videos are primarily made and
used as a marketing device intended to promote the sale of music recordings (Kleiler
1997). Likewise it is a videotaped performance of a recorded popular song, usually
accompanied by dance or a fragmentary story and sometimes employing concert footage.
Typically three to five minutes long, music videos frequently include quick cuts,
stylizations, fanciful and often erotic imagery, and computer graphics (Columbia
Encyclopedia, 1987).
Definition of Terms
Bebsat- siblings
Kabunyan- a term for the cordillerans to refer to God the creator
Kaapuan- ancestors
Kultura- a way of life
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
METHODOLOGY
Locale and Time of the Study
The study was conducted at La Trinidad Vegetable Trading Post, Km.5, Pico, La
Trinidad, Benguet (Fig.1).
Vegetable farming is the main source of livelihood in the Province of Benguet,
and most farmers deliver their product at the La Trinidad Vegetable Trading Post.
La Trinidad is made accessible to the thirteen (13) municipalities of the Province
by five highway systems: Mt. Trail on the Northeast, Mankayan Road on the North,
Kennon Road on the south, Kayapa Road on the southeast and Naguilian Road on the
West. It is also the gateway to Mt. Province, Ifugao, Kalinga, and Apayao.
LTVTP is only 5 kilometers away from the city of Baguio, the information center
of Beguet. Local Music Videos and cassette tape vendors are abundant in the area, hence,
it was chosen as the setting of the study.
The study was conducted on December 2008.
Respondents of the Study
Fifty Benguet Farmers were chosen as respondents using purposive sampling.
They were chosen based on the following criteria: watched the local music video
‘Bebsat san Kaigorotan’; and they were Benguet farmers.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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Table 1. The map of the Province of Benguet showing the municipality of La Trinidad
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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Data Collection
An interview schedule was used to gather information from the 50 respondents.
The guide questions were translated to the dialect to facilitate understanding between the
researcher and the respondents.
Data Gathered
The data gathered were the socio-demographic profile of the respondents;
perceptions of Benguet farmers on the local music video ‘Bebsat san Kaigorotan’; and
the suggestions/comments of the respondents towards the local music video ‘Bebsat san
Kaigorotan’.
Data Analysis
The data collected were tabulated and analyzed with the use of percentage,
frequency and ranking.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
RESULTS AND DISCUSSION
Socio-Demographic Profile
of the Respondents
In the study, 50 Benguet farmers were taken as respondents.
Table 1 presents the socio-demographic profile of the respondents which includes
age, sex, civil status, educational attainment, religion, ethnic affiliation/tribe, and
municipality.
As to the age, result shows that the respondents were from different age brackets.
Half of the respondents (50%) belonged to 16-25 age bracket, there were also few
coming from 56 and above age bracket. The youngest respondent was 16 years old and
the oldest was 68.
Compared to the study of Brown and Schultze (1996), boys and girls aged 12-19
watched MTV for an average of 6.6 and 6.2 hours each week, respectively.
Table 1 also shows that the respondents were fairly distributed between sexes
with the females 26 (54%) slightly outnumbering the males 24 (48%).
Twenty seven (27) or majority of them were single (32%), 20 were married (40%)
and 3 widow (6%).
On the educational attainment of the respondents, majority or 60% have finished
or at least stepped into high school; 22% in college; 14% in elementary; and 4% finished
vocational. This implies that majority of the respondents maybe able to read and write.
Out of the 50 respondents, majority or 40 (80%) of them were Roman Catholic.
The rest belonged to different religions. Out of the 10 respondents, 3 (6%) were
Anglicans, 2 (45) were Bethel, 2 (4%) Keys of the Kingdom Ministries Inc., while the
three others were Baptist, United Church of Christ in the Philippines, and Lutheran.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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Table 1. Socio-demographic profile of the respondents
PROFILE
NUMBER
PERCENTAGE
Age
16-25
25
50
26-35
6
12
36-45
11
22
46-55
6
12
56 and above
2
4
TOTAL
50
100%
Sex
Female
26
52
Male
24
48
TOTAL
50
100%
Civil Status
Single
27
54
Married
20
40
Widow
3
6
TOTAL
50
100%
Educational
Attainment
Elementary
7
14
Highschool
30
60
College
11
22
Vocational
2
4
TOTAL
50
100%
Religion
Roman Catholic
40
80
Protestants
10
20
TOTAL
50
100
Tribe/ Ethnic
Affiliation
Kankana-ey
31
62
Ibaloi
18
36
Kalanguya
1
2
TOTAL
50
100%
Municipality
Atok
9
18
Bakun
1
2
Bokod
1
2
Buguias
10
20
Kabayan
1
2
Kapangan
1
2
Kibungan
5
10
Mankayan
11
22
Tuba
5
10
Tublay
6
12
TOTAL
50
100%
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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Results show that majority (62%) of the respondents were Kankana-ey 31 (62%),
followed by Ibaloi 18 (36%) and Kalanguya (2%).
Many (22%) of the respondents were from Mankayan, 10 (20%) from Buguias, 9
(18%) from Atok, and the remaining others were from the different municipalities.
The study implies that the local music video of ‘Bebsat san kaigorotan’ was
viewed by both male and female who belonged to different age brackets, either single,
married, widowed and who had different educational attainment, religion, and
municipality
Viewership Profile of the Respondents
Table 2 shows the sources who told the respondents of the existence of the music
video. Out of 50 respondents, 17 (34%) of them discovered the existence of the local
music video of ‘Bebsat san Kaigorotan’ through their neighbors. There were 16 (32%)
who discovered the music video through their friends. They have watched the music
video in their homes after borrowing from their friends and neighbors. Others viewed it
in their friends’ house. Every afternoon, after their work at the farm, they are gathered in
one of their friends’ house and watched music videos. Nine (18%) discovered it through
their niece, daughter, and grandchildren. The rest was through self discovery. They
discovered it when they have seen it advertised in music stores.
Table 3 shows the number of times the respondents viewed the music video of
‘Bebsat san Kagorotan’. Many of the respondents (42%) only watched the music video
once; 14 (28%) watched it twice, six (12%) watched it thrice and the four (8%) others
watched it more than three times. These four respondents owned a copy of the music
video that is why they have watched it more than three times.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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Table 2. Sources who told the respondents on the existence of the music video
SOURCES
NUMBER
PERCENTAGE
n=50
Neighbors
17
34
Friends
16
32
Relatives
9
18
Self Discovery
8
16
Table 3. Number of times the respondents watched the music video
FREQUENCY
NUMBER
PERCENTAGE
n=50
Once
26
42
Twice
14
28
Thrice
6
12
4x and above
4
8
Table 4 shows that only 18 (36%) of the respondents bought the music video.
Those who did not buy a copy of the music video just borrowed the copy of their friends
and others watched it in the neighbors’ house. Most of the respondents, who did not buy a
copy, had no electricity in their houses, so they only watched it in their neighbors’ and
friends' house. The others cannot afford to buy a copy. These could explain why they did
not buy a copy.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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Table 4. Respondents who bought and did not buy a copy of the music video
RESPONSE
NUMBER
PERCENTAGE
n=50
Did not buy
32
64
Bought
18
36
Perceptions of the Respondents on the Local
Music Video ‘Bebsat san Kaigorotan’
Table 5 shows the perception of the respondents on the local music video ‘Bebsat
san Kaigorotan’. Among the 50 respondents, 46 (92%) of the respondents claimed that
the local music video was beneficial, while only one (2%) said that it was not beneficial.
The three (6%) others said that maybe it was beneficial in some aspect of life. The
respondents’ answers were supported by their given reasons in the next table.
Table 6 shows the reasons why the local music video was beneficial. Out of 46
respondents there were 19 (41.30%) who claimed that the music video was beneficial
because it served as an inspiration for the Igorot to enrich their culture. Fifteen (32.61%)
said that it gave lessons to the young generation about Igorot culture, while nine
(19.57%) said that it was beneficial because it awakened the viewers not to forget their
culture or it reminds the viewers of their culture. The others said that this can be a way to
bond or unite Igorots to protect their own culture and tradition.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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Table 5. Perceptions of the respondents on the local music video
PERCEPTIONS
NUMBER
PERCENTAGE
n=50
Beneficial
46
92
Undecided
3
6
Not Beneficial
1
2
Table 6. Respondents’ reasons on why the music video was beneficial
REASONS
NUMBER
PERCENTAGE
n=46
It serves as an inspiration
19
41.30
for the Igorot to enrich their
culture.
It gives lesson to the young
15
32.61
generation about Igorot
culture.
It reminds the viewers of
9
19.57
their culture.
This can be a way to unite
7
15.22
Igorots to protect their
culture and tradition.
* Multiple Responses
Respondents’ Perceptions on the Length
of the Local Music Video
Table 7 shows the perceptions of the respondents on the length of the local music
video. The length of the music video was 4 minutes and 36 seconds (4:36). Thirty nine or
majority (78%) of the respondents claimed that the length of the music video was just
right, 6 (12%) said that it was too long; and 5 (10%) said that it was too short.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
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Table 7. Perceptions of the respondents on the length of the music video
PERCEPTION
KANKANA-EY
NON-KANKANA-EY
TOTAL
Number
Percentage
Number
Percentage
Number Percentage
Too short
1
2
4
8
5
10
Just enough
26
32
13
26
39
78
Too long
1
2
5
10
6
12
TOTAL
50
100
Table 7 also shows the perceptions on the length of the music video cross
tabulated with the ethnic affiliation/tribe of the viewers. For Kankana-ey viewers, 26
(32%) thought it was just enough and the number of those who thought it was too short
and it was too long were the same. For non-Kankana-ey viewers, 13 (26%) said that it
was just enough, 5 (10%) said that it was too long and 4 (8%) said that it was too short.
Respondents’ Perceptions on the
Language Used
Table 8 shows the respondents’ perception on the language used. The table shows
that 31 (62%) of the respondents understood the language used. This is expected since
majority of the respondents were Kankana-ey. There were 18 (36%) who understood
most of the language used; while only one claimed that he did not understand the
language used.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
18
Table 8. Respondents’ perception on the language used
RESPONSE
NUMBER
PERCENTAGE
n=50
Understood
31
62
Slightly understood
18
36
Did not Understand
1
2
Respondents’ Perceptions on the Content
of the Music Video
Table 9 shows the respondents’ perceptions on the content of the local music
video ‘Bebsat san Kaigorotan’. Majority (98%) of the respondents said that they
understood the content of the music video; and only one claimed that he did not
understand the content because he did not understand the language used.
The results show that the music videos’ content was easily understood by the
viewers. This corroborates the study of Feller et al., (1992) as cited by Caligtan (2008)
who said that the purpose of the video must be obvious to the viewer within the first
quarter of the presentation.
Table 9. Respondents’ understanding of the content of the music video
RESPONSE
NUMBER
PERCENTAGE
n=50
Understood
49
98
Did not understand
1
2
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
19
Respondents’ Perceptions on the Message
of the Music Video
Table 10 shows the perceptions of the respondents on the message of the music
video. The respondents were asked on what they think was the message of the music
video. Out of 50 respondents, 28 (56%) said that the message was to preserve our culture
and keep with us wherever we may go because it is our identity. Twelve (24%) said that
old tradition should not be neglected in the advent of new technologies; seven (14%) of
the respondents said that, we should be proud of our culture, we should be united to
improve and enrich our distinct culture; and 6 (12%) said that ‘Bebsat san Kaigorotan’s
message was that it tells about the wonders of Cordillera and three (6%) said that the
Igorots have an unbreakable bonding.
Table 10. Respondents’ perceptions on the message of the music video
PERCEIVED MESSAGE
NUMBER
PERCENTAGE
n=50
Preserve our culture and keep with us our
28
56
culture wherever we may go because it is our
identity.
Old tradition should not be neglected in the
12
24
advent of new technologies
Be proud of our culture, we should be united
7
14
to improve and enrich our distinct culture.
The Cordillera is wonderful
6
12
Igorots have an unbreakable bonding
3
6
* Multiple Responses
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
20
Respondents’ Perception on the Videos
and Photos Appropriateness
Table 11 shows the respondents’ perceptions on the videos and photos used in the
music video. Out of the 50 respondents, 43 or majority (86%) claimed that the videos and
photos used were appropriate since the photos and videos projected were about Igorot
culture; four (8%) said that the photos and videos was not appropriate. The Three (6%)
respondents said that the videos and photos used were slightly appropriate. They claimed
that the video clips were not always appropriate because the movement was too fast or
too slow and that other clips were repeated.
Respondents’ Rating on the
Music video
Table 12 shows the rating made by the respondents on the local music video.
Twenty eight (56%) rated the music video as “good”, 16 (32%) rated it as “excellent”,
6 (12%) rated it as “satisfactory”. None rated it as poor.
Table 11. Respondents’ perception on the videos and photos used
PERCEPTION
NUMBER
PERCENTAGE
n=50
Appropriate
43
86
Not Appropriate
4
8
Slightly appropriate
3
6
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
21
Table 12. Respondents’ overall rating on the music video
RATING
NUMBER
PERCENTAGE
n=50
Excellent (8-10)
16
32
Good (6-8)
28
56
Satisfactory (3-5)
6
12
Respondents’ Remarks on the
Content of the Music Video
Table 13 shows the respondents’ remarks on the content of the music video. All
of the respondents agreed with the content of the local music video ‘Bebsat san
Kaigorotan’. Many or 23 (46%) of the respondents’ reason why they agreed on the
content of the local music video was that because it helps in promoting Igorot Culture.
Nineteen (38%) answered that they agreed because the content was true to life; 11 (22%)
said that the content left lessons to the viewers to be proud and not to forget their culture
and the other six (12%) remaining said that they agreed because nowadays most of the
people especially the younger generation tend to embrace modernization and neglect their
old traditions or culture.
Respondents’ Willingness
to Support the Music Video
On the willingness of the respondents to support the local music video ‘Bebsat
san Kaigorotan’, all of the respondents said that they were willing to support the music
video.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
22
Table 13. Respondents’ remarks on the content of the music video
REMARKS
NUMBER
PERCENTAGE
n=50
The music video helps in
23
46
promoting Igorot Culture
The content was true to life
19
38
The content gave a lesson to the
11
22
viewers
The content inspires the viewers
6
12
to embrace traditional ways of
living.
* Multiple Responses
Table 14 shows the respondents’ reasons for their willingness to support the
music video. Twenty two (44%) of the respondents said that they were willing to support
the music video to patronize our culture; 16 (32%) said that they were willing to support
because it entertains the viewers especially the farmers; 9 (16%) said that they were
willing to support the music video to support local producers and singers. They said that
they were inspiring the producers to produce more local movies and videos that will
showcase Igorot culture and tradition. Eight (16%) said that they were willing to support
because the ‘Bebsat san Kaigorotan’ was very helpful to let others learn and appreciate
our culture, it helps in promoting tourism in Cordillera, because it shows the different
beauty spots, cultures and traditions that may attract viewers to visit the place; and four
(8%) said that they were willing to support because the music video might be one of the
ways to change some people’s lifestyle.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
23
Table 14. Respondents’ reasons for their willingness to support the music video
RESPONSE
NUMBER
PERCENTAGE
n=50
To patronize our culture
22
44
It entertained the viewers
16
32
To support local producers and singers
9
18
To let others learn and appreciate our
8
16
culture
It might be one of the keys to change
4
8
some people’s lifestyle
* Multiple responses
Ironically, even if all the respondents claimed that they were willing to support
the music video only 18 (36%) bought a copy of the music video. But as was stated
earlier, even if they would want to buy a copy, there was no electricity in their houses.
Comments of the Respondents
on the Local Music Video
Table 15 shows the respondents’ comments on the local music video of ‘Bebsat
san Kaigorotan’. Their comments were as follows: 21 (42%) claimed that the video was
good; It is nice to see such videos with efforts of our local producers and artists. Eighteen
(36%) of the respondents commented that the music video’s words were hard to
understand. This was mostly commented by the Ibaloi viewers. Another 36% said that
they should have included photos and videos of other Igorot beliefs, cultures and
traditions.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
24
Table 15. Respondents’ comments on the music video
COMMENTS
NUMBER
PERCENTAGE
n=50
The video is good; It is nice to see
21
42
such videos with efforts of our local
producers and artists.
Some words used are hard to
18
36
understand
On the photos and videos they should
18
36
have consider the other culture,
beliefs, and traditions of Igorot.
* Multiple Responses
Suggestions for the Improvement
of Local Music Videos
Table 16 shows the respondents’ suggestions for the music video ‘Bebsat san
Kaigorotan’. Eighteen (36%) Ibaloi respondents suggested that the local music video
should have an Ibaloi version. Sixteen (36%) said that the photos and videos should have
at least interpreted the song for a clearer understanding and 12 (24%) suggested that the
singer should not cover the background photos and the others said that the singer should
wear an ethnic attire.
Other suggestions for the improvement of other incoming music videos, Table 16
also presents the respondents’ suggestions as follows: Twenty six (52%) suggested that
they should produce more local music videos about Igorot culture. Twelve (24%)
suggested that artists should have acting lessons, wearing appropriate attire/costume and
doing the scene in an appropriate setting. Six (12%) suggested that they should also make
a video of the different cultural dances of the Cordilleran people.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
25
Table 16. Respondents’ other suggestions
SUGGESTIONS
NUMBER
PERCENTAGE
n=50
Suggestions for ‘Bebsat san Kaigorotan’:
The local music video should have an Ibaloi
18
36
version
The photos and videos should have at least
16
32
interpreted the song for a clearer understanding
The artist should not cover the background
12
24
photos and he should wear ethnic attire
Other Suggestions:
They should also make a video of cultural
26
52
dances of the Cordilleran People
More local videos should be produced
12
24
Artists should have acting lessons
6
12
* Multiple responses
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study focused on the perception of Benguet farmers on the local music video
of ‘Bebsat san Kaigorotan’. It was conducted specifically to determine the socio-
demographic profile of the respondents, to determine the perceptions of the respondents
on the local music video, and to determine their comments/suggestions towards the local
music video.
Interview schedule was used to gather information from 50 respondents who were
chosen based on the following criteria: watched the local music video ‘Bebsat san
Kaigorotan’; and they were Benguet farmers. The study was conducted on December
2008. Data gathered were analyzed using statistics such as frequency, percentage and
ranking.
Findings indicate that from the total number of respondents, 25 (50%) belonged to
the age bracket of 16-25 years old. Most of them were female and single, majority of
them were Roman Catholic and that the respondents were dominated by those who
finished or at least stepped into secondary education. Majority of them were Kankanaey
and from the municipality of Mankayan and Buguias.
Moreover, as to the respondents’ viewerships profile, the respondents discovered
the existence of the music video mostly through their neighbors. They have only watched
the music video once and most of them did not buy a copy of the music video instead
they just borrowed it from their friends and watched it from their neighbors.
Majority of the respondents perceived that the local music video was beneficial
because it served as an inspiration for the Igorot to enrich their culture.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
27
Majority of the respondents’ perceived that the length of the music video was just
enough.
Most of the respondents understood the language used while the others slightly
understood it.
All of the respondents claimed that they understood the message of the music
video and only one claimed that he did not understand the message because he did not
understand the language used. Their perceived content of the music video are as follows:
We should preserve and keep with us our culture wherever we may go because it is our
identity;; we should not neglect our old traditions even if new technologies, which
undeniably affect our lives, arise; We should be proud of our culture, we should be united
to improve and enrich our distinct culture; and the Music video tells about the wonders of
Cordillera and the unbreakable bonding of Igorots.
Majority of the respondents perceived that the photos and videos used in the local
music video were appropriate.
Majority rated the music video as “good”.
All of the respondents agreed with the message of the music video and all or
100% of the respondents are willing to support the music video of ‘Bebsat san
Kaigorotan’. Their reasons were: to patronize our culture, it entertained the viewers, to
support local producers and singers, to let others learn and appreciate our culture and
these might be one of the keys to change some people’s lifestyle.
For the comments and suggestions on the local music video, the respondents’
comments were the video is good; it is nice to see such videos with efforts of our local
producers and artists. The respondents suggested that the local music video should have
an Ibaloi version. For the improvement of some local music videos the respondents also
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
28
suggested that they should also make a video of cultural dances of the cordilleran people,
More local videos should be produced, and Artists should have acting lessons.
Conclusions
Based on the findings of the study, the following conclusions were made:
1. Viewers of the music video were of different tribes in Benguet and they have
varied characteristics.
2. The respondents had positive perceptions on the music video.
3. The respondents had positive attitude towards the music video.
4. Local producers and artists should produce more Igorot music videos.
Recommendations
Based on the findings and conclusions the following recommendations were
formulated:
1. We should promote Igorot culture by supporting the artists and producers of local
music videos.
2. Producers should create more music videos that maybe used to inform/educate
students or other interested groups on several aspects of culture.
3. The music video ‘Bebsat san kaigorotan’ should also have Ibaloi version as
recommended by respondents.
4. The producers should conduct a survey about the music video to have feedback
from the viewers.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
LITERATURE CITED
ABOEN, F.A. 2007. Mass Media Habits of the Farmer of Barangay Dalipey, Bakun and
in Barangay Poblacion, Kbungan, Benguet. BS Thesis. Benguet State University,
La Trinidad, Benguet. Pp. 16-19.
ANONYMOUS. 2004. Viacom and MTV retrieved Nov. 10, 2008 from
http://www.essaytown.net/lib/essay?A=ETlink&KEYW=MTV.
ANONYMOUS. 2004. MTV> Music Television “I Want my MTV” retrieved Nov. 10,
2008 from http://student.valpo.edu/kpage/comm/history.html .
BROWN, J. D. & SCHULTZE, L. 1990 "The effects of race, gender and fandom on
audience interpretations of Madonna´s Music videos" Retrieved Nov. 10, 2008
from http://ehlt.flinders.edu.au/education/DLiT/2003/Group1/musicvid.htm
CALIGTAN, J. D. 2008. Evaluation of the Cultural Video Documentary “Pechit Chi
Kabayan”. BS Thesis. Benguet State University, La Trinidad, Benguet Pp. 6-12
FABA-AN, L. F. 2007. Communication Media used in Transmitting Canao Rites and
Practices: The Case of the Laoyan Clan. BS Thesis. Benguet State University, La
Trinidad, Benguet. Pp.11.
KLEILER, D. 1997. You Stand There: Making Music Video Three Rivers Press.
Retrieved Nov. 18, 2008 from www.mtv.com/music/video/ - 56k.
MICROSOFT ENCARTA. 2008. Country Music. Retrieved October 19, 2008 from
Microsoft Encarta 2008.
OGSAEN, J.A. 2003. Perceptions on Programs of Sky 12 in Five Barangays of Baguio
City. BS Thesis. Benguet State University, La Trinidad, Benguet. Pp.14-16.
TONEY, G.T. "Effects of gender and gender role self-perceptions on affective reactions
to rock music videos". Sex Roles: A Journal of Research. Retrieved Nov. 10,
2008 from http://findarticles.com/p/articles/mi_m2294/is_n7-8_v30/ai_1612535
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
APPENDIX A
Perceptions of Benguet Farmers on the Local Music Video
‘Bebsat san Kaigorotan’
INTERVIEW SCHEDULE
I.
RESPONDENTS PROFILE
A. Socio-Demographic Profile
Name (optional) ____________________ Age___
Sex: __F __M
Civil Status: ___S ___M ___W _________others (please specify)
Educational Attainment: ___Elementary
___High School
___College
___others (please specify)
Religion:__________
Tribe/Ethnic Affiliation: __________
From what municipality are you from?________________
B. Viewership Profile
a.
How did you know that there is a local MTV ‘Bebsat san
Kaigorotan’?
_____from neighbors
_____through friends
_____self discovery
_____others (please specify)
b.
How many times did you watch the Local MTV ‘Bebsat san
Kaigorotan’?
___once ___twice
___thrice ___others (please specify)
c.
Did you buy a copy of the local music video?
_____yes
_____no
_____others (please specify)
________________________________________________
______________________________________________________
_________________________________________________.
31
II.
PERCEPTION
a. Is the Local MTV ‘Bebsat san Kaigorotan’ beneficial?
Yes? Why?
__________________________________________________________________
_____________________________________________________________________
___________________________.
No, Why not?
__________________________________________________________________
_____________________________________________________________________
___________________________.
Others (please specify)
__________________________________________________________________
_____________________________________________________________________
____________________________.
b. What can you say about the length of the Local Music Video ‘Bebsat san
Kaigorotan’?
_____ too long
_____ just enough
_____ too short
_____others (please specify)
__________________________________________________________________
_____________________________________________________________________
____________________________.
c. Did you understand the language used?
_____ Yes
_____ No
_____ Not so much
_____ Others (please specify)
__________________________________________________________________
_____________________________________________________________________
_____________________________.
32
d. Did you understand the Content of the Local MTV ‘Bebsat san Kaigorotan’?
_____ Yes? What is the content?
__________________________________________________________________
_____________________________________________________________________
_____________________________.
_____ No? Why not?
__________________________________________________________________
_____________________________________________________________________
_____________________________.
Others (please specify)
__________________________________________________________________
_____________________________________________________________________
_____________________________.
e. What do you think is the message of the Local MTV ‘Bebsat san Kaigorotan’?
__________________________________________________________________
_____________________________________________________________________
____________________________.
f. What can you say on the videos and photos of the local MTV ‘Bebsat san
Kaigorotan’?
_____appropriate
_____ Not appropriate
_____Others(please specify)
__________________________________________________________________
_____________________________________________________________________
____________________________.
g. How do you rate the local MTV ‘Bebsat san Kaigorotan’?
_____ Excellent (9-10)
_____ Good (6-8)
_____ Satisfactory (3-5)
_____ Poor (1-2)
33
Reasons (if there are)
__________________________________________________________________
_____________________________________________________________________
______________________________.
h. Do you agree with the content of the local MTV ‘Bebsat san Kaigorotan’?
_____Yes? Why?
__________________________________________________________________
_____________________________________________________________________
_____________________________.
_____No? Why not?
__________________________________________________________________
_____________________________________________________________________
______________________________.
Others (please specify)
__________________________________________________________________
_____________________________________________________________________
______________________________.
i. Are you willing to support the local MTV ‘Bebsat san Kaigorotan’?
_____ Yes? Why?
__________________________________________________________________
_____________________________________________________________________
_____________________________
_____ No? Why not?
__________________________________________________________________
_____________________________________________________________________
______________________________.
Others (please specify)
__________________________________________________________________
_____________________________________________________________________
______________________________.
34
IV. COMMENTS/SUGGESTIONS
What are your suggestions/comments towards the local MTV ‘Bebsat san
Kaigorotan’?
____________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
__________________________________________..
35
APPENDIX B
Song Lyrics
BEBSAT SAN KAIG OROTAN
ENGLISH TRANSLATION
Fr. Sammy Maxim o
Bebsat san kaigorotan
Siblings of Cordillera
Nilaylayad en kabunyan
Loved by God
Manipud pay laeng sin kay esan
Since then and now
Babaen din kaapuan
Si kabunian inted na san ugali
Through our ancestors
God gave us beliefs
Pakailasinan di puli
To become our identity
Ya sursuro ay nasudi
And good teachings
Adi ibain wenno ipa
kni
That we should be proud of
mmmmm…
ay… ay…
Dat sursuro ken adal Moderno man ken kadaanan
Teachings and lessons, modern or traditional
Adi na koma dangranan
These should not destroy
Our beautiful culture
Kultura ay kapintasan
No bay-bay-am din kultura
When you neglect our culture
Mapukaw mo ladawam dadama
You will lose our identity
You will forget who you are
Malinglingam to met no sino ka
San rugin di istorya
In the start of the story
Ay… ay…
Dad ad-adu ay ugali
These many beliefs
Ayug sala, panang-sanga-ili
Song, dance, communal unity and cooperation
Cooperation and ‘budong’
Kooperasyon ken budbudong
Alikam di biag ay nabanor
We can see life’s importance
San ugali entako pili-en
We should choose our attitude
Hope should be protected
Namnama’y entako aywanan
Nangruna no maiparbeng
Especially that this is important
San lay-os di panawen
In the years that may come
mmmmm…
Ay… ay…
Now fellow Igorots
Edwani ay kakailian
Entako menkaykaysa
Let’s be united
Mangilaban si kultura
To fight for our culture
In the land of Cordillera
Esnan kaigorotan ay daga
Dongdong-ay si dong-ilay
Insinalidumma-ay 2X
Ay… ay…
CALIXTO, SUELA C. APRIL 2009. Perceptions of Benguet Farmers on the Local
Music Video ‘Bebsat san Kaigorotan’. Benguet State University, La Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, BSc.
ABSTRACT
The study aimed to characterize the socio-demographic profiles of the respondents in
terms of age, sex, civil status, educational attainment, religion, tribe/ethnic affiliation and
municipality; to determine the perception of Benguet farmers on the local music video ‘Bebsat
san Kaigorotan’; and to determine the comments and suggestions of Benguet farmers towards the
local music video.
The data were distributed and collected from fifty respondents using interview schedule.
Half of the respondents belonged to the age bracket of 16-25 years old; female, single,
Roman Catholic, finished or at least stepped into high school. Majority of them were Kankana-ey
and from the municipality of Mankayan and Buguias.
The respondents discovered the existence of the music video mostly through their
neighbors or friend. They have only watched the music video once and most of them did not buy
a copy of the music video instead they just borrowed it from their friends and watched it from
their neighbors’ house.
The respondents perceived that the local music video was beneficial because it served as
an inspiration for the Igorots to enrich their culture. Also, the respondents perceived that the
length of the music video was just enough.
The respondents perceived that the photos and videos used in the local music video were
appropriate. Majority rated the music video as “good”.
Most of the respondents understood the language used. Almost 100% of the respondents
claimed that they understood the content of the music video. All of the respondents agreed with
the message of the music video and all of the respondents were willing to support the music
video of ‘Bebsat san Kaigorotan’.
For the comments and suggestions on the local music video, the respondents’ comments
were the video is good; it is nice to see such videos with efforts of our local producers and artists.
Some words used were hard to understand. The respondents suggested that the local music video
should have an Ibaloi version. For the improvement of some local music videos the respondents
also suggested that they should also make a video of cultural dances of the cordilleran people and
more local videos should be produced, and Artists should have acting lessons.
It is recommended that Igorot movies and music videos should be patronized. The music
video should also have Ibaloi version as recommended by Ibaloi viewers. Producers should
create more music videos that educate, entertain, and inform viewers.
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. iii
INTRODUCTION
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Scope and Limitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
REVIEW OF LITERATURE
Profile of Listeners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Perceptions on MTV. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Music Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
METHODOLOGY
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents . . . . . . . . . . . . . . . . . . . 11
Viewership Profile of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Perceptions of the Respondents on the
Local Music Video ‘Bebsat san Kaigorotan’. . . . . . . . . . . . . . . . . . . . . . 15
Respondents’ Perception on the Length
of the Local Music Video. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Respondent’s Perception on the Language Used. . . . . . . . . . . . . . . . . . . 17
Respondents’ Perception on the Content
of the Music Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Respondents Perception on the Message
of the Music Video. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Respondents’ Perception on the Videos
and Photos Appropriateness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Respondents’ Rating on the Music video . . . . . . . . . . . . . . . . . . . . . . . . . 20
Respondents Remarks on the Content
of the music video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Respondents’ Willingness to Support
the Music Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Comments of the Respondents
on the Local Music Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Suggestions for the Improvement of
Local Music Videos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
APPENDIX
A. Interview Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
B. Song Lyrics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
INTRODUCTION
Rationale
Modern Cordillera music was mostly inspired by Country music. Local recording
artists adopt the tune and rhythm of some popular country music. Their song lyrics talk
about the culture, beliefs and life of Cordillerans. Example is the song ‘Egkuentaen e
digat’ (Don’t count the sacrifices or hardships) by Marvin Thompson, adopted from the
song You Don’t Count the Cost and ‘Sapatos sinan Dapan’ (Shoes on the feet) by Pablo
Sagayo adopted from the song Food on the Table.
Musically speaking, country music is one of the simplest styles to create and one
of the least intimidating to listen to, features that contribute to its popularity. This basic
aspect of country music stems from the fact that it is based predominantly on lyric
content rather than musical content. In country music, the primary purpose of the musical
elements of harmony, melody, and rhythm is to showcase the lyrics without distracting
them. The lyrics of country songs commonly parallel the lives of ordinary people, and
cover such subjects as love and relationships, loneliness, religion, poverty, and work
(Microsoft Encarta, 2008).
Because of the existence of new technologies, producers and local artists try their
luck in producing music videos. Nowadays more than ten albums of local recording
artists were already produced.
One of these local music videos is the “Bebsat san Kaigorotan” (Siblings of
Cordillera) sung by Fr. Sammy “Kid Palina” Maximo popularly known as one of the
Cordillera Singing Priests. The music videos length is four minutes and 36 seconds
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2
(4:36). The language used is kankanaey with mixture of highland Ilocano and it was
produced in 2008.
The music video ‘Bebsat san Kaigorotan’ is included in the VCD, “Sendong 3”.
Some of the video footages that are included in the music video are archives of SDS from
Lung-ayan 2006 at Lepanto, Mankayan and Lang-ay 2008 at Bontoc, Mountain Province.
The cultural dances projected on the music video were the bendian dance of the Ibaloi,
Apayao courtship dance, Bontoc war dance or pattong, lumagen or tachok and banga
dance of Kalinga, and the takik of Bontoc tribe. The VCD is produced and directed by
Rosendo “Sendong” Salvacio and Edited at SDS Reel Time Multimedia, Betag, La
Trinidad.
This music video was shown in the website “you tube” and also available at all
music stores in the Cordillera. Viewers were not only adults but also young people and
children. The existence of some local music videos was produced to create awareness on
Cordillera songs, culture and beliefs. It is quite commonly believed in the public world
that traditional arts are facing the danger of extinction and therefore needed to be
preserved (Reyes, n. d. as cited by Faba-an, 2007). Igorot Culture through time will
assume various forms simple because unlike cultural artifacts, traditional events cannot
be preserved in museums. These cultures can die unless performed (Malanes, 2003 as
cited by Faba-an, 2007). Some of us have already forgotten some of our native songs and
dances, because nowadays we are fond of the modern songs and dances that we saw on
television and other multimedia. Our culture is now influenced by other culture especially
the western culture but we should not forget the Igorot Culture that our forefathers
preserved for many years.
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3
The ‘Bebsat san Kaigorotan’ music video therefore can serve as general
information for the young generation who has not known enough of their Igorot culture.
This music video was not only produced for eye pleasure and listening pleasure but also
it adds knowledge on the culture of Igorots.
Statement of the Problem
The study aims to know the profile of the viewers and their perceptions towards
the local Music Video ‘Bebsat san Kaigorotan’.
Specifically, this study sought to answer the following:
1. What is the socio-demographic profile of the respondents?
2. What are the perceptions of Benguet farmers on the local music video ‘Bebsat
san Kaigorotan’?
3. What are the suggestions/comments of the respondents towards the local music
video ‘Bebsat san Kaigorotan’?
Objectives of the Study
This aims to:
1. determine the socio-demographic profile of the respondents.
2. determine the perceptions of Benguet farmers on the local music video‘Bebsat
san Kaigorotan’.
3. determine the suggestions/comments of the respondents towards the local
music video ‘Bebsat san Kaigorotan’.
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4
Importance of the Study
The potential of producing local music videos that promotes Igorot culture in the
Cordillera is great. This study may contribute to the development of more local producers
to produce more developmental and educational music videos. Moreover it will guide the
composers and producers in composing songs and producing local music videos
according to the developmental and educational needs of the viewers and to influence the
respondents to promote Igorot culture and practices.
This can also serve as general information for the young generation who has not
known enough of their Igorot culture.
Scope and Limitations of the Study
The study was conducted at La Trinidad Vegetable Trading Post. Since most
farmers who deliver their products in this area are from Benguet, the respondents were
the farmers who watched the local music video and are fond of watching local music
videos.
The information gathered was limited to the profile of the respondents; the
perceptions of the respondents on the local music video ‘Bebsat san Kaigorotan’ and the
comments/suggestions of the respondents towards the local music video ‘Bebsat san
Kaigorotan’.
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REVIEW OF LITERATURE
Profile of Listeners
Ogsaen (2003) cited that the respondents in Baguio city watched the television
because they are interested in the topics as claimed by 82% of the respondents, the others
were interested in the topics not with the host and the guest.
In the study of Aboen (2007) half of the television respondents watched TV once
a week (38.77%), slightly less than half watches once a month (34.69%) and only
(26.5%) watched daily. The respondents watched once a week, if they have films to
watch.
A 1996 study revealed that boys and girls ages 12 to 19 watch MTV for an
average of 6.6 and 6.2 hours each week, respectively. But despite music videos'
popularity among adolescents, many adults criticize the medium as studies show that
music videos often contain violence, sexism, suicide and substance abuse. A 1998-1999
study revealed that music videos were more violent than feature films and television,
averaging four violent scenes each, and a 1997 study reported that 22.4% of MTV videos
contained overt violence and 25% depicted weapon carrying (Brown and Schultze, 1990).
Perceptions on MTV
Music Television (MTV) has become a powerful force in popular music today,
shaping trends in music and providing invaluable exposure for recording artists through
play of their video clips. In the past, record labels to pick which artists were promoted
6
through the additional advertisement and or video production. This "gate keeping"
process has been greatly influenced by the likes of MTV (Anonymous, 2004).
MTV is the music authority where young adults turn to find out what is happening
and what is next in music and popular culture. MTV gives viewers music that defines a
generation. MTV also gives young adults everything they are passionate about, from
fashion, lifestyle and sports, to attitude, politics and creativity, all through the prism of
music. MTV is a network that transcends all the clutter, reaching out beyond barriers to
everyone who’s got eyes, ears and a television set. Young adults 12-34 name MTV as the
most recognized network. MTV is the best way to connect with the 12-34 year olds that
represent 33% of the U.S. population. They look to MTV to find out about their world in
their language, from their point of view ( Kleiler, 1997).
American Statistics show (in music lyrics) 47% of mothers with children in public
schools believe that violent messages in rap music contribute "a great deal" to school
violence, and 66% of 13- to 17-year-olds believe violence in music is partly responsible
for violent crimes like the 1999 Columbine High School shootings (Anonymous, 2004).
The 90's have seen the development of an "anything goes" mentality. Look back
to the 50's and think "If parents in the 50s didn't like Elvis' gyrating hips, those same
people would be astounded" with today's film clips. With the popularity of dedicated
music channels and programs such as MTV, Channel V, Rage, Video Hits and Fly some
of the videos shown on them not only show film clips that contain violent lyrics that for
example degrade women, but we also get to see it acted out in full color. There have been
a handful of experimental studies that indicate music videos may have a significant
behavioral impact by desensitizing violence and by making teenagers more likely to
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7
approve of premarital sex. "Music Television (MTV) redefined music for future
generations by creating music videos, and the unique fusion between rock music and
visual images continues to be a hit (Toney N. D.).
Music Video
A music video is a short film or video that accompanies a complete piece of
music, most commonly a song with lyrics. Modern music videos are primarily made and
used as a marketing device intended to promote the sale of music recordings (Kleiler
1997). Likewise it is a videotaped performance of a recorded popular song, usually
accompanied by dance or a fragmentary story and sometimes employing concert footage.
Typically three to five minutes long, music videos frequently include quick cuts,
stylizations, fanciful and often erotic imagery, and computer graphics (Columbia
Encyclopedia, 1987).
Definition of Terms
Bebsat- siblings
Kabunyan- a term for the cordillerans to refer to God the creator
Kaapuan- ancestors
Kultura- a way of life
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METHODOLOGY
Locale and Time of the Study
The study was conducted at La Trinidad Vegetable Trading Post, Km.5, Pico, La
Trinidad, Benguet (Fig.1).
Vegetable farming is the main source of livelihood in the Province of Benguet,
and most farmers deliver their product at the La Trinidad Vegetable Trading Post.
La Trinidad is made accessible to the thirteen (13) municipalities of the Province
by five highway systems: Mt. Trail on the Northeast, Mankayan Road on the North,
Kennon Road on the south, Kayapa Road on the southeast and Naguilian Road on the
West. It is also the gateway to Mt. Province, Ifugao, Kalinga, and Apayao.
LTVTP is only 5 kilometers away from the city of Baguio, the information center
of Beguet. Local Music Videos and cassette tape vendors are abundant in the area, hence,
it was chosen as the setting of the study.
The study was conducted on December 2008.
Respondents of the Study
Fifty Benguet Farmers were chosen as respondents using purposive sampling.
They were chosen based on the following criteria: watched the local music video
‘Bebsat san Kaigorotan’; and they were Benguet farmers.
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Table 1. The map of the Province of Benguet showing the municipality of La Trinidad
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10
Data Collection
An interview schedule was used to gather information from the 50 respondents.
The guide questions were translated to the dialect to facilitate understanding between the
researcher and the respondents.
Data Gathered
The data gathered were the socio-demographic profile of the respondents;
perceptions of Benguet farmers on the local music video ‘Bebsat san Kaigorotan’; and
the suggestions/comments of the respondents towards the local music video ‘Bebsat san
Kaigorotan’.
Data Analysis
The data collected were tabulated and analyzed with the use of percentage,
frequency and ranking.
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RESULTS AND DISCUSSION
Socio-Demographic Profile
of the Respondents
In the study, 50 Benguet farmers were taken as respondents.
Table 1 presents the socio-demographic profile of the respondents which includes
age, sex, civil status, educational attainment, religion, ethnic affiliation/tribe, and
municipality.
As to the age, result shows that the respondents were from different age brackets.
Half of the respondents (50%) belonged to 16-25 age bracket, there were also few
coming from 56 and above age bracket. The youngest respondent was 16 years old and
the oldest was 68.
Compared to the study of Brown and Schultze (1996), boys and girls aged 12-19
watched MTV for an average of 6.6 and 6.2 hours each week, respectively.
Table 1 also shows that the respondents were fairly distributed between sexes
with the females 26 (54%) slightly outnumbering the males 24 (48%).
Twenty seven (27) or majority of them were single (32%), 20 were married (40%)
and 3 widow (6%).
On the educational attainment of the respondents, majority or 60% have finished
or at least stepped into high school; 22% in college; 14% in elementary; and 4% finished
vocational. This implies that majority of the respondents maybe able to read and write.
Out of the 50 respondents, majority or 40 (80%) of them were Roman Catholic.
The rest belonged to different religions. Out of the 10 respondents, 3 (6%) were
Anglicans, 2 (45) were Bethel, 2 (4%) Keys of the Kingdom Ministries Inc., while the
three others were Baptist, United Church of Christ in the Philippines, and Lutheran.
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12
Table 1. Socio-demographic profile of the respondents
PROFILE
NUMBER
PERCENTAGE
Age
16-25
25
50
26-35
6
12
36-45
11
22
46-55
6
12
56 and above
2
4
TOTAL
50
100%
Sex
Female
26
52
Male
24
48
TOTAL
50
100%
Civil Status
Single
27
54
Married
20
40
Widow
3
6
TOTAL
50
100%
Educational
Attainment
Elementary
7
14
Highschool
30
60
College
11
22
Vocational
2
4
TOTAL
50
100%
Religion
Roman Catholic
40
80
Protestants
10
20
TOTAL
50
100
Tribe/ Ethnic
Affiliation
Kankana-ey
31
62
Ibaloi
18
36
Kalanguya
1
2
TOTAL
50
100%
Municipality
Atok
9
18
Bakun
1
2
Bokod
1
2
Buguias
10
20
Kabayan
1
2
Kapangan
1
2
Kibungan
5
10
Mankayan
11
22
Tuba
5
10
Tublay
6
12
TOTAL
50
100%
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13
Results show that majority (62%) of the respondents were Kankana-ey 31 (62%),
followed by Ibaloi 18 (36%) and Kalanguya (2%).
Many (22%) of the respondents were from Mankayan, 10 (20%) from Buguias, 9
(18%) from Atok, and the remaining others were from the different municipalities.
The study implies that the local music video of ‘Bebsat san kaigorotan’ was
viewed by both male and female who belonged to different age brackets, either single,
married, widowed and who had different educational attainment, religion, and
municipality
Viewership Profile of the Respondents
Table 2 shows the sources who told the respondents of the existence of the music
video. Out of 50 respondents, 17 (34%) of them discovered the existence of the local
music video of ‘Bebsat san Kaigorotan’ through their neighbors. There were 16 (32%)
who discovered the music video through their friends. They have watched the music
video in their homes after borrowing from their friends and neighbors. Others viewed it
in their friends’ house. Every afternoon, after their work at the farm, they are gathered in
one of their friends’ house and watched music videos. Nine (18%) discovered it through
their niece, daughter, and grandchildren. The rest was through self discovery. They
discovered it when they have seen it advertised in music stores.
Table 3 shows the number of times the respondents viewed the music video of
‘Bebsat san Kagorotan’. Many of the respondents (42%) only watched the music video
once; 14 (28%) watched it twice, six (12%) watched it thrice and the four (8%) others
watched it more than three times. These four respondents owned a copy of the music
video that is why they have watched it more than three times.
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14
Table 2. Sources who told the respondents on the existence of the music video
SOURCES
NUMBER
PERCENTAGE
n=50
Neighbors
17
34
Friends
16
32
Relatives
9
18
Self Discovery
8
16
Table 3. Number of times the respondents watched the music video
FREQUENCY
NUMBER
PERCENTAGE
n=50
Once
26
42
Twice
14
28
Thrice
6
12
4x and above
4
8
Table 4 shows that only 18 (36%) of the respondents bought the music video.
Those who did not buy a copy of the music video just borrowed the copy of their friends
and others watched it in the neighbors’ house. Most of the respondents, who did not buy a
copy, had no electricity in their houses, so they only watched it in their neighbors’ and
friends' house. The others cannot afford to buy a copy. These could explain why they did
not buy a copy.
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Table 4. Respondents who bought and did not buy a copy of the music video
RESPONSE
NUMBER
PERCENTAGE
n=50
Did not buy
32
64
Bought
18
36
Perceptions of the Respondents on the Local
Music Video ‘Bebsat san Kaigorotan’
Table 5 shows the perception of the respondents on the local music video ‘Bebsat
san Kaigorotan’. Among the 50 respondents, 46 (92%) of the respondents claimed that
the local music video was beneficial, while only one (2%) said that it was not beneficial.
The three (6%) others said that maybe it was beneficial in some aspect of life. The
respondents’ answers were supported by their given reasons in the next table.
Table 6 shows the reasons why the local music video was beneficial. Out of 46
respondents there were 19 (41.30%) who claimed that the music video was beneficial
because it served as an inspiration for the Igorot to enrich their culture. Fifteen (32.61%)
said that it gave lessons to the young generation about Igorot culture, while nine
(19.57%) said that it was beneficial because it awakened the viewers not to forget their
culture or it reminds the viewers of their culture. The others said that this can be a way to
bond or unite Igorots to protect their own culture and tradition.
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Table 5. Perceptions of the respondents on the local music video
PERCEPTIONS
NUMBER
PERCENTAGE
n=50
Beneficial
46
92
Undecided
3
6
Not Beneficial
1
2
Table 6. Respondents’ reasons on why the music video was beneficial
REASONS
NUMBER
PERCENTAGE
n=46
It serves as an inspiration
19
41.30
for the Igorot to enrich their
culture.
It gives lesson to the young
15
32.61
generation about Igorot
culture.
It reminds the viewers of
9
19.57
their culture.
This can be a way to unite
7
15.22
Igorots to protect their
culture and tradition.
* Multiple Responses
Respondents’ Perceptions on the Length
of the Local Music Video
Table 7 shows the perceptions of the respondents on the length of the local music
video. The length of the music video was 4 minutes and 36 seconds (4:36). Thirty nine or
majority (78%) of the respondents claimed that the length of the music video was just
right, 6 (12%) said that it was too long; and 5 (10%) said that it was too short.
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17
Table 7. Perceptions of the respondents on the length of the music video
PERCEPTION
KANKANA-EY
NON-KANKANA-EY
TOTAL
Number
Percentage
Number
Percentage
Number Percentage
Too short
1
2
4
8
5
10
Just enough
26
32
13
26
39
78
Too long
1
2
5
10
6
12
TOTAL
50
100
Table 7 also shows the perceptions on the length of the music video cross
tabulated with the ethnic affiliation/tribe of the viewers. For Kankana-ey viewers, 26
(32%) thought it was just enough and the number of those who thought it was too short
and it was too long were the same. For non-Kankana-ey viewers, 13 (26%) said that it
was just enough, 5 (10%) said that it was too long and 4 (8%) said that it was too short.
Respondents’ Perceptions on the
Language Used
Table 8 shows the respondents’ perception on the language used. The table shows
that 31 (62%) of the respondents understood the language used. This is expected since
majority of the respondents were Kankana-ey. There were 18 (36%) who understood
most of the language used; while only one claimed that he did not understand the
language used.
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18
Table 8. Respondents’ perception on the language used
RESPONSE
NUMBER
PERCENTAGE
n=50
Understood
31
62
Slightly understood
18
36
Did not Understand
1
2
Respondents’ Perceptions on the Content
of the Music Video
Table 9 shows the respondents’ perceptions on the content of the local music
video ‘Bebsat san Kaigorotan’. Majority (98%) of the respondents said that they
understood the content of the music video; and only one claimed that he did not
understand the content because he did not understand the language used.
The results show that the music videos’ content was easily understood by the
viewers. This corroborates the study of Feller et al., (1992) as cited by Caligtan (2008)
who said that the purpose of the video must be obvious to the viewer within the first
quarter of the presentation.
Table 9. Respondents’ understanding of the content of the music video
RESPONSE
NUMBER
PERCENTAGE
n=50
Understood
49
98
Did not understand
1
2
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19
Respondents’ Perceptions on the Message
of the Music Video
Table 10 shows the perceptions of the respondents on the message of the music
video. The respondents were asked on what they think was the message of the music
video. Out of 50 respondents, 28 (56%) said that the message was to preserve our culture
and keep with us wherever we may go because it is our identity. Twelve (24%) said that
old tradition should not be neglected in the advent of new technologies; seven (14%) of
the respondents said that, we should be proud of our culture, we should be united to
improve and enrich our distinct culture; and 6 (12%) said that ‘Bebsat san Kaigorotan’s
message was that it tells about the wonders of Cordillera and three (6%) said that the
Igorots have an unbreakable bonding.
Table 10. Respondents’ perceptions on the message of the music video
PERCEIVED MESSAGE
NUMBER
PERCENTAGE
n=50
Preserve our culture and keep with us our
28
56
culture wherever we may go because it is our
identity.
Old tradition should not be neglected in the
12
24
advent of new technologies
Be proud of our culture, we should be united
7
14
to improve and enrich our distinct culture.
The Cordillera is wonderful
6
12
Igorots have an unbreakable bonding
3
6
* Multiple Responses
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20
Respondents’ Perception on the Videos
and Photos Appropriateness
Table 11 shows the respondents’ perceptions on the videos and photos used in the
music video. Out of the 50 respondents, 43 or majority (86%) claimed that the videos and
photos used were appropriate since the photos and videos projected were about Igorot
culture; four (8%) said that the photos and videos was not appropriate. The Three (6%)
respondents said that the videos and photos used were slightly appropriate. They claimed
that the video clips were not always appropriate because the movement was too fast or
too slow and that other clips were repeated.
Respondents’ Rating on the
Music video
Table 12 shows the rating made by the respondents on the local music video.
Twenty eight (56%) rated the music video as “good”, 16 (32%) rated it as “excellent”,
6 (12%) rated it as “satisfactory”. None rated it as poor.
Table 11. Respondents’ perception on the videos and photos used
PERCEPTION
NUMBER
PERCENTAGE
n=50
Appropriate
43
86
Not Appropriate
4
8
Slightly appropriate
3
6
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21
Table 12. Respondents’ overall rating on the music video
RATING
NUMBER
PERCENTAGE
n=50
Excellent (8-10)
16
32
Good (6-8)
28
56
Satisfactory (3-5)
6
12
Respondents’ Remarks on the
Content of the Music Video
Table 13 shows the respondents’ remarks on the content of the music video. All
of the respondents agreed with the content of the local music video ‘Bebsat san
Kaigorotan’. Many or 23 (46%) of the respondents’ reason why they agreed on the
content of the local music video was that because it helps in promoting Igorot Culture.
Nineteen (38%) answered that they agreed because the content was true to life; 11 (22%)
said that the content left lessons to the viewers to be proud and not to forget their culture
and the other six (12%) remaining said that they agreed because nowadays most of the
people especially the younger generation tend to embrace modernization and neglect their
old traditions or culture.
Respondents’ Willingness
to Support the Music Video
On the willingness of the respondents to support the local music video ‘Bebsat
san Kaigorotan’, all of the respondents said that they were willing to support the music
video.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
22
Table 13. Respondents’ remarks on the content of the music video
REMARKS
NUMBER
PERCENTAGE
n=50
The music video helps in
23
46
promoting Igorot Culture
The content was true to life
19
38
The content gave a lesson to the
11
22
viewers
The content inspires the viewers
6
12
to embrace traditional ways of
living.
* Multiple Responses
Table 14 shows the respondents’ reasons for their willingness to support the
music video. Twenty two (44%) of the respondents said that they were willing to support
the music video to patronize our culture; 16 (32%) said that they were willing to support
because it entertains the viewers especially the farmers; 9 (16%) said that they were
willing to support the music video to support local producers and singers. They said that
they were inspiring the producers to produce more local movies and videos that will
showcase Igorot culture and tradition. Eight (16%) said that they were willing to support
because the ‘Bebsat san Kaigorotan’ was very helpful to let others learn and appreciate
our culture, it helps in promoting tourism in Cordillera, because it shows the different
beauty spots, cultures and traditions that may attract viewers to visit the place; and four
(8%) said that they were willing to support because the music video might be one of the
ways to change some people’s lifestyle.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
23
Table 14. Respondents’ reasons for their willingness to support the music video
RESPONSE
NUMBER
PERCENTAGE
n=50
To patronize our culture
22
44
It entertained the viewers
16
32
To support local producers and singers
9
18
To let others learn and appreciate our
8
16
culture
It might be one of the keys to change
4
8
some people’s lifestyle
* Multiple responses
Ironically, even if all the respondents claimed that they were willing to support
the music video only 18 (36%) bought a copy of the music video. But as was stated
earlier, even if they would want to buy a copy, there was no electricity in their houses.
Comments of the Respondents
on the Local Music Video
Table 15 shows the respondents’ comments on the local music video of ‘Bebsat
san Kaigorotan’. Their comments were as follows: 21 (42%) claimed that the video was
good; It is nice to see such videos with efforts of our local producers and artists. Eighteen
(36%) of the respondents commented that the music video’s words were hard to
understand. This was mostly commented by the Ibaloi viewers. Another 36% said that
they should have included photos and videos of other Igorot beliefs, cultures and
traditions.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
24
Table 15. Respondents’ comments on the music video
COMMENTS
NUMBER
PERCENTAGE
n=50
The video is good; It is nice to see
21
42
such videos with efforts of our local
producers and artists.
Some words used are hard to
18
36
understand
On the photos and videos they should
18
36
have consider the other culture,
beliefs, and traditions of Igorot.
* Multiple Responses
Suggestions for the Improvement
of Local Music Videos
Table 16 shows the respondents’ suggestions for the music video ‘Bebsat san
Kaigorotan’. Eighteen (36%) Ibaloi respondents suggested that the local music video
should have an Ibaloi version. Sixteen (36%) said that the photos and videos should have
at least interpreted the song for a clearer understanding and 12 (24%) suggested that the
singer should not cover the background photos and the others said that the singer should
wear an ethnic attire.
Other suggestions for the improvement of other incoming music videos, Table 16
also presents the respondents’ suggestions as follows: Twenty six (52%) suggested that
they should produce more local music videos about Igorot culture. Twelve (24%)
suggested that artists should have acting lessons, wearing appropriate attire/costume and
doing the scene in an appropriate setting. Six (12%) suggested that they should also make
a video of the different cultural dances of the Cordilleran people.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
25
Table 16. Respondents’ other suggestions
SUGGESTIONS
NUMBER
PERCENTAGE
n=50
Suggestions for ‘Bebsat san Kaigorotan’:
The local music video should have an Ibaloi
18
36
version
The photos and videos should have at least
16
32
interpreted the song for a clearer understanding
The artist should not cover the background
12
24
photos and he should wear ethnic attire
Other Suggestions:
They should also make a video of cultural
26
52
dances of the Cordilleran People
More local videos should be produced
12
24
Artists should have acting lessons
6
12
* Multiple responses
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study focused on the perception of Benguet farmers on the local music video
of ‘Bebsat san Kaigorotan’. It was conducted specifically to determine the socio-
demographic profile of the respondents, to determine the perceptions of the respondents
on the local music video, and to determine their comments/suggestions towards the local
music video.
Interview schedule was used to gather information from 50 respondents who were
chosen based on the following criteria: watched the local music video ‘Bebsat san
Kaigorotan’; and they were Benguet farmers. The study was conducted on December
2008. Data gathered were analyzed using statistics such as frequency, percentage and
ranking.
Findings indicate that from the total number of respondents, 25 (50%) belonged to
the age bracket of 16-25 years old. Most of them were female and single, majority of
them were Roman Catholic and that the respondents were dominated by those who
finished or at least stepped into secondary education. Majority of them were Kankanaey
and from the municipality of Mankayan and Buguias.
Moreover, as to the respondents’ viewerships profile, the respondents discovered
the existence of the music video mostly through their neighbors. They have only watched
the music video once and most of them did not buy a copy of the music video instead
they just borrowed it from their friends and watched it from their neighbors.
Majority of the respondents perceived that the local music video was beneficial
because it served as an inspiration for the Igorot to enrich their culture.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
27
Majority of the respondents’ perceived that the length of the music video was just
enough.
Most of the respondents understood the language used while the others slightly
understood it.
All of the respondents claimed that they understood the message of the music
video and only one claimed that he did not understand the message because he did not
understand the language used. Their perceived content of the music video are as follows:
We should preserve and keep with us our culture wherever we may go because it is our
identity;; we should not neglect our old traditions even if new technologies, which
undeniably affect our lives, arise; We should be proud of our culture, we should be united
to improve and enrich our distinct culture; and the Music video tells about the wonders of
Cordillera and the unbreakable bonding of Igorots.
Majority of the respondents perceived that the photos and videos used in the local
music video were appropriate.
Majority rated the music video as “good”.
All of the respondents agreed with the message of the music video and all or
100% of the respondents are willing to support the music video of ‘Bebsat san
Kaigorotan’. Their reasons were: to patronize our culture, it entertained the viewers, to
support local producers and singers, to let others learn and appreciate our culture and
these might be one of the keys to change some people’s lifestyle.
For the comments and suggestions on the local music video, the respondents’
comments were the video is good; it is nice to see such videos with efforts of our local
producers and artists. The respondents suggested that the local music video should have
an Ibaloi version. For the improvement of some local music videos the respondents also
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
28
suggested that they should also make a video of cultural dances of the cordilleran people,
More local videos should be produced, and Artists should have acting lessons.
Conclusions
Based on the findings of the study, the following conclusions were made:
1. Viewers of the music video were of different tribes in Benguet and they have
varied characteristics.
2. The respondents had positive perceptions on the music video.
3. The respondents had positive attitude towards the music video.
4. Local producers and artists should produce more Igorot music videos.
Recommendations
Based on the findings and conclusions the following recommendations were
formulated:
1. We should promote Igorot culture by supporting the artists and producers of local
music videos.
2. Producers should create more music videos that maybe used to inform/educate
students or other interested groups on several aspects of culture.
3. The music video ‘Bebsat san kaigorotan’ should also have Ibaloi version as
recommended by respondents.
4. The producers should conduct a survey about the music video to have feedback
from the viewers.
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
LITERATURE CITED
ABOEN, F.A. 2007. Mass Media Habits of the Farmer of Barangay Dalipey, Bakun and
in Barangay Poblacion, Kbungan, Benguet. BS Thesis. Benguet State University,
La Trinidad, Benguet. Pp. 16-19.
ANONYMOUS. 2004. Viacom and MTV retrieved Nov. 10, 2008 from
http://www.essaytown.net/lib/essay?A=ETlink&KEYW=MTV.
ANONYMOUS. 2004. MTV> Music Television “I Want my MTV” retrieved Nov. 10,
2008 from http://student.valpo.edu/kpage/comm/history.html .
BROWN, J. D. & SCHULTZE, L. 1990 "The effects of race, gender and fandom on
audience interpretations of Madonna´s Music videos" Retrieved Nov. 10, 2008
from http://ehlt.flinders.edu.au/education/DLiT/2003/Group1/musicvid.htm
CALIGTAN, J. D. 2008. Evaluation of the Cultural Video Documentary “Pechit Chi
Kabayan”. BS Thesis. Benguet State University, La Trinidad, Benguet Pp. 6-12
FABA-AN, L. F. 2007. Communication Media used in Transmitting Canao Rites and
Practices: The Case of the Laoyan Clan. BS Thesis. Benguet State University, La
Trinidad, Benguet. Pp.11.
KLEILER, D. 1997. You Stand There: Making Music Video Three Rivers Press.
Retrieved Nov. 18, 2008 from www.mtv.com/music/video/ - 56k.
MICROSOFT ENCARTA. 2008. Country Music. Retrieved October 19, 2008 from
Microsoft Encarta 2008.
OGSAEN, J.A. 2003. Perceptions on Programs of Sky 12 in Five Barangays of Baguio
City. BS Thesis. Benguet State University, La Trinidad, Benguet. Pp.14-16.
TONEY, G.T. "Effects of gender and gender role self-perceptions on affective reactions
to rock music videos". Sex Roles: A Journal of Research. Retrieved Nov. 10,
2008 from http://findarticles.com/p/articles/mi_m2294/is_n7-8_v30/ai_1612535
Perceptions of Benguet Farmers on the Local Music Video ‘Bebsat san Kaigorotan’.
CALIXTO, SUELA C. APRIL 2009
APPENDIX A
Perceptions of Benguet Farmers on the Local Music Video
‘Bebsat san Kaigorotan’
INTERVIEW SCHEDULE
I.
RESPONDENTS PROFILE
A. Socio-Demographic Profile
Name (optional) ____________________ Age___
Sex: __F __M
Civil Status: ___S ___M ___W _________others (please specify)
Educational Attainment: ___Elementary
___High School
___College
___others (please specify)
Religion:__________
Tribe/Ethnic Affiliation: __________
From what municipality are you from?________________
B. Viewership Profile
a.
How did you know that there is a local MTV ‘Bebsat san
Kaigorotan’?
_____from neighbors
_____through friends
_____self discovery
_____others (please specify)
b.
How many times did you watch the Local MTV ‘Bebsat san
Kaigorotan’?
___once ___twice
___thrice ___others (please specify)
c.
Did you buy a copy of the local music video?
_____yes
_____no
_____others (please specify)
________________________________________________
______________________________________________________
_________________________________________________.
31
II.
PERCEPTION
a. Is the Local MTV ‘Bebsat san Kaigorotan’ beneficial?
Yes? Why?
__________________________________________________________________
_____________________________________________________________________
___________________________.
No, Why not?
__________________________________________________________________
_____________________________________________________________________
___________________________.
Others (please specify)
__________________________________________________________________
_____________________________________________________________________
____________________________.
b. What can you say about the length of the Local Music Video ‘Bebsat san
Kaigorotan’?
_____ too long
_____ just enough
_____ too short
_____others (please specify)
__________________________________________________________________
_____________________________________________________________________
____________________________.
c. Did you understand the language used?
_____ Yes
_____ No
_____ Not so much
_____ Others (please specify)
__________________________________________________________________
_____________________________________________________________________
_____________________________.
32
d. Did you understand the Content of the Local MTV ‘Bebsat san Kaigorotan’?
_____ Yes? What is the content?
__________________________________________________________________
_____________________________________________________________________
_____________________________.
_____ No? Why not?
__________________________________________________________________
_____________________________________________________________________
_____________________________.
Others (please specify)
__________________________________________________________________
_____________________________________________________________________
_____________________________.
e. What do you think is the message of the Local MTV ‘Bebsat san Kaigorotan’?
__________________________________________________________________
_____________________________________________________________________
____________________________.
f. What can you say on the videos and photos of the local MTV ‘Bebsat san
Kaigorotan’?
_____appropriate
_____ Not appropriate
_____Others(please specify)
__________________________________________________________________
_____________________________________________________________________
____________________________.
g. How do you rate the local MTV ‘Bebsat san Kaigorotan’?
_____ Excellent (9-10)
_____ Good (6-8)
_____ Satisfactory (3-5)
_____ Poor (1-2)
33
Reasons (if there are)
__________________________________________________________________
_____________________________________________________________________
______________________________.
h. Do you agree with the content of the local MTV ‘Bebsat san Kaigorotan’?
_____Yes? Why?
__________________________________________________________________
_____________________________________________________________________
_____________________________.
_____No? Why not?
__________________________________________________________________
_____________________________________________________________________
______________________________.
Others (please specify)
__________________________________________________________________
_____________________________________________________________________
______________________________.
i. Are you willing to support the local MTV ‘Bebsat san Kaigorotan’?
_____ Yes? Why?
__________________________________________________________________
_____________________________________________________________________
_____________________________
_____ No? Why not?
__________________________________________________________________
_____________________________________________________________________
______________________________.
Others (please specify)
__________________________________________________________________
_____________________________________________________________________
______________________________.
34
IV. COMMENTS/SUGGESTIONS
What are your suggestions/comments towards the local MTV ‘Bebsat san
Kaigorotan’?
____________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
__________________________________________..
35
APPENDIX B
Song Lyrics
BEBSAT SAN KAIG OROTAN
ENGLISH TRANSLATION
Fr. Sammy Maxim o
Bebsat san kaigorotan
Siblings of Cordillera
Nilaylayad en kabunyan
Loved by God
Manipud pay laeng sin kay esan
Since then and now
Babaen din kaapuan
Si kabunian inted na san ugali
Through our ancestors
God gave us beliefs
Pakailasinan di puli
To become our identity
Ya sursuro ay nasudi
And good teachings
Adi ibain wenno ipa
kni
That we should be proud of
mmmmm…
ay… ay…
Dat sursuro ken adal Moderno man ken kadaanan
Teachings and lessons, modern or traditional
Adi na koma dangranan
These should not destroy
Our beautiful culture
Kultura ay kapintasan
No bay-bay-am din kultura
When you neglect our culture
Mapukaw mo ladawam dadama
You will lose our identity
You will forget who you are
Malinglingam to met no sino ka
San rugin di istorya
In the start of the story
Ay… ay…
Dad ad-adu ay ugali
These many beliefs
Ayug sala, panang-sanga-ili
Song, dance, communal unity and cooperation
Cooperation and ‘budong’
Kooperasyon ken budbudong
Alikam di biag ay nabanor
We can see life’s importance
San ugali entako pili-en
We should choose our attitude
Hope should be protected
Namnama’y entako aywanan
Nangruna no maiparbeng
Especially that this is important
San lay-os di panawen
In the years that may come
mmmmm…
Ay… ay…
Now fellow Igorots
Edwani ay kakailian
Entako menkaykaysa
Let’s be united
Mangilaban si kultura
To fight for our culture
In the land of Cordillera
Esnan kaigorotan ay daga
Dongdong-ay si dong-ilay
Insinalidumma-ay 2X
Ay… ay…
Document Outline
- Perceptions of Benguet Farmers on the LocalMusic Video �Bebsat san Kaigorotan�
- BIBLIOGRAPHY
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSION & RECOMMENDATION
- LITERATURE CITED
- APPENDICES