Journal Entry 9: The Putang Ina of Duterte in Multi-Media

Raisa Robles, the author of “Never Again” and the writer who badly criticized the SEA GAMES despite its world-class performances and facilities and awarded as Best SEA GAMES wrote an article for South China Morning post how Cambridge Analytica’s parent company helped Duterte won the 2016 Philippines election by perception management.

The company advertised on Multimedia (that includes Film/TV) Duterte as a “strong, no-nonsense man of action” rebranding him as a tough crime fighter. This is based on their research that “many groups within the electorate were more likely to be swayed by qualities such as toughness and decisiveness. SCL used the cross-cutting issue of crime to rebrand the client as a strong, no-nonsense man of action, who would appeal to the true values of the voters.”

“Putang ina” is the brand and trademark language used for Duterte’s propaganda to get the attention of his millions of voters and supporters. This proof that language is powerful. Duterte shocked the conservatives and the anti-Duterte (influenced by their ideology) every time he expressed this “taboo” word during his political campaign in every city, province, and regions.

The proposed question: Is Putang Ina bad words or just an expression?

Let us look at various lens-based from the ideology behind politics, culture, media, and society.

In the Discourse of “Putang Ina” in the arena of politics, he used the phrase to mesmerize Filipino voters who are looking for a tough, decisive, and leaders with balls (“may bayag”). According to Dr. Vasil Victoria, professor at Ateneo de Naga University and graduated with Ph.D. in Media Studies at De La Salle University-Manila writes, “Ang pagsasabi ng “Putang ina” ay para lamang madalas sa mga taong matapang, buo ang loob, walang takot. Bagama’t may kataliwasan sa paniniwalang ito, ang usapin ng politika sa paggamit ng wika ay isang gimik upang makuha ang boto ng masang Filipinong sawa na sa mga mabait, uto-uto, nagbabait-baitan, madaling maloko, walang sariling desisyon, baog at kapon sa kaniyang administrasyon.”

In the Discourse of “Putang Ina” in the arena of Philippine society, it is necessary to understand the context. Remember Asian societies are high in context. Indeed, “Putang Ina” is a bad word if it is said by an irate or furious person but an expression if said while playing DOTA. Dr Victoria shared, “May isa kaming kamag-aral na taga-Marikina. Kaniyang ipinaliwanag na sa kontekstong Marikenyo, hindi mura ang “Putang ina.” Malaya niyang nagagamit ang praseng ito sa kaniyang mga mag-aaral kapag nakakasalubong upang ihudyat ang positibong pagbati, ang malabis na paghanga at ang masayang pakiramdam para sa isang tao.”

In the Discourse of “Putang Ina” in Philippine culture, I understand that many people will disagree that this phrase is an expression influenced by various Ideological State Apparatuses: the church, the family, political parties, government, schools, and universities. But is it ironic that 16 million voters accepted this political propaganda? Culture changes dynamically in a span of time.

In the Discourse of “Putang Ina” in Philippine media. This phrase can be heard or seen in social media, radio, tv, indie film, movies, newspaper, ,etc. eventhough there is a warning from MTRCB.Dr Victoria writes, “Hindi man kalabisan, kapag si Pangulong Duterte ang nagsasabi ng “Putang ina” ay kinakatuwaan pa ng kaniyang sariling awdyens. Mas higit siyang pinapalakpakan kapag nagsasabi ng “Putang ina” na makailang ulit na nating napanood at/o nabasa sa mga balita. Higit na nakukuha ni Pangulong Duterte ang atensiyon ng kaniyang mga tagahanga at tagasuporta kapag malutong na nagsasabi siya ng “Putang ina.” Hindi lamang sa pambansang arena binitiwan ni Pangulong Duterte ang malutong na “Putang ina.” Naging internasyonal na isyu ito. Pinutang ina na ni Pangulong Duterte si Pope Francis, si Pangulong Obama, ang United Nations, ang EU at iba pang malalaking personalidad at samahan sa buong mundo. Kumalat ito sa pamamagitan ng pangmadlang midya.”

References:

1. “How Cambridge Analytica’s Parent Helped Duterte Win 2016 Election.” South China Morning Post, April 12, 2018. https://www.scmp.com/news/asia/southeast-asia/article/2140303/how-cambridge-analyticas-parent-company-helped-man-action.

2.https://web.facebook.com/search/top/?q=vasil%20victoria%20putang%20ina%20ni%20duterte&epa=SEARCH_BOX