September 13, 2005
GUEST BLOGGER: Kara Santos (WFS Philippines)
"Sex for Virgins: A Beginners Manual," "Who says Nice Guys Can't Be Wild in Bed?" and "How to Touch a Naked Man."
These are just some of the blurbs featured on magazine covers in order to attract the contemporary Filipina to buying them.
And apparently, these provocative teasers work.
Presently, there are over fifty local women's magazines available catering to women's varied interests. From the cheaper local magazines printed on newsprint to the "glossies," the price tag of Php 35.00 to Php 125.00 (USD $ 0.62 - $2.23) is a small price to pay for the wealth of information and entertainment contained within the covers, the useful tips, and the claim of articles to 'revolutionalize' different aspects of women's life.
Escape from the Mundane
According to the book Constructing the Filipina: A History of Women's Magazines (1891-2002) by Georgina Reyes Encanto, "these magazines afford women their weekly dose of escape from the mundane concerns of their lives into a world of fantasy and romance."
Encanto states that magazines offer a diversion to women who can "retreat into a world where they can be glamorous, successful, super homemakers or career women."
"Magazines are addictive because of the fantasy or wish fulfillment that they offer at a relatively low price compared to other forms of entertainment. They serve as fashion trendsetters, counselors, confidants, and sources of information on all sorts of topics, social gossip, and even guides for business and romantic decisions through advice column or horoscopes," she says.
In fact, these all-in-one publications have become a staple in beauty parlors, coffee shops, hotels, office lobbies and anywhere where women can sit back, relax and while away moments of boredom.
'Voracious Readers'
In a country with superior literacy rates among women (92.7%), readership remains high among classes A to C. Glossy magazines like Mega, Metro and Preview, which cost P100.00 (USD $ 1.78) are usually sold in bookstores and magazine stands in malls. However, local publications like Mr. and Ms. Magazine, Mod Filipina, Women's Journal and Women's Today which cost only P35.00 - 40.00 (USD $ 0.66) are sold in streetside newsstands and markets as well.
Sheila Coronel (in Encanto's book) observes that "women are such voracious readers, they practically devour the pages of women's magazines, reading them line by line, from cover to cover, going through the major features to the littlest ad."
Whether the reader is a student, a tindera, a housewife, a young professional, a chief executive, single or married, readers can find magazines that will cater to their specific interests.
While many young readers just read magazines to be entertained or to find out about the latest showbiz scandal, these seemingly innocent reading materials also have the power to mold beliefs, change opinions and share information on issues that shape their readers ideas of their roles and self-image.
"I like reading environmental stories because it gives me a sense of perspective on what can still be done for the only place we call home," says UP teacher Joy Reyes, 26, who spends at least P 200.00 a month (US $ 4.00) on magazines. She likes reading the articles to learn about herself and improve her life and relationships with others. "I also like success stories because they usually contain insights on how I can be successful too."
Mel Reyes, 28, a teacher who does not like to "spend her money on unnecessary things" just borrows magazines from her friends or reads them in public places where they are available. According to her, she usually reads about political issues first. "I scan the magazine, then if something interests me, I read it, whether it's a lifestyle article, advice on romance or fashion spreads."
Through the Years
Encanto's book reviews how far women have come from their traditional roles in articles like "Obligation of a Woman as Mother" (El Bello Sexo, 13 April 1891) and "Will Professional Women Make Ideal Wives?" (La Mujer, June 1925) to the more empowered woman in features like "How I Became My Own Boss" (Woman Today, May 1998)
From the limited scope on fashion, domestic responsibilities and heavy Christian slant of articles in women's magazines during the Spanish Colonial Period (1891-1898), to emerging feminism, focus on careers and civic citizenship during the American rule (1898-1945), the rise of progressive views is clearly seen in this medium.
In the postwar years (1945-1971), magazines that featured fashion, society news, clubs and serialized romantic novels provided a 'good read,' for bored housewives escaping from their daily grind of chores.
However, it was during the Martial Law years (1972-1986) that their power to shape society was seen. For instance, Mr. and Ms. Magazine Special Edition was used as a venue for political protests, particularly regarding Ninoy Aquino's assassination. Regular editions also brought out issues that had never been widely discussed before, like domestic violence, trafficking, exploitation and oppression of Overseas Filipina Workers.
Contemporary magazines (1986-2002) have continued including broader articles on health, environment, relationship advice, career concerns and practical tips of financial budgeting, aside from the "lighter features."
Constructing the Filipina
While giving a historical look into women's magazines and providing a valuable resource for students and researchers, Encanto's book also gives insights on the impact of these magazines on women's image and consciousness.
However, while the image of women has indeed transformed from the traditional "domestic role" to one that is more empowered, traces of stereotyping women still exist in present publications.
"I dislike seeing the devaluing of women as portrayed in the pictures or sexist comments and articles. It really gets on my nerves!" says Mel Reyes. "I would like to see more about how or what women think and feel, and not what they wear!!!"
Other topics of interest should also be covered.
"I'd like to see more articles on how to help others (not just the environment) in any way you can, be it monetary, time, effort, whatever," says Joy Reyes, who gets turned off by bad grammar when she reads articles. "Projects, plans, schemes, anything that can convince others that the only way we can really improve and enrich our lives is by helping others. Because however much we acquire (wealth, power, people), it will never be enough, it will never give us that feeling of satisfaction and contentment of knowing you have made a big difference in someone else's life."
As author Encanto says, "much more remains to be done, to transform women's magazines into agents of social change and thereby liberate the Filipina from oppression."
"Sex for Virgins: A Beginners Manual," "Who says Nice Guys Can't Be Wild in Bed?" and "How to Touch a Naked Man."
These are just some of the blurbs featured on magazine covers in order to attract the contemporary Filipina to buying them.
And apparently, these provocative teasers work.
Presently, there are over fifty local women's magazines available catering to women's varied interests. From the cheaper local magazines printed on newsprint to the "glossies," the price tag of Php 35.00 to Php 125.00 (USD $ 0.62 - $2.23) is a small price to pay for the wealth of information and entertainment contained within the covers, the useful tips, and the claim of articles to 'revolutionalize' different aspects of women's life.
Escape from the Mundane
According to the book Constructing the Filipina: A History of Women's Magazines (1891-2002) by Georgina Reyes Encanto, "these magazines afford women their weekly dose of escape from the mundane concerns of their lives into a world of fantasy and romance."
Encanto states that magazines offer a diversion to women who can "retreat into a world where they can be glamorous, successful, super homemakers or career women."
"Magazines are addictive because of the fantasy or wish fulfillment that they offer at a relatively low price compared to other forms of entertainment. They serve as fashion trendsetters, counselors, confidants, and sources of information on all sorts of topics, social gossip, and even guides for business and romantic decisions through advice column or horoscopes," she says.
In fact, these all-in-one publications have become a staple in beauty parlors, coffee shops, hotels, office lobbies and anywhere where women can sit back, relax and while away moments of boredom.
'Voracious Readers'
In a country with superior literacy rates among women (92.7%), readership remains high among classes A to C. Glossy magazines like Mega, Metro and Preview, which cost P100.00 (USD $ 1.78) are usually sold in bookstores and magazine stands in malls. However, local publications like Mr. and Ms. Magazine, Mod Filipina, Women's Journal and Women's Today which cost only P35.00 - 40.00 (USD $ 0.66) are sold in streetside newsstands and markets as well.
Sheila Coronel (in Encanto's book) observes that "women are such voracious readers, they practically devour the pages of women's magazines, reading them line by line, from cover to cover, going through the major features to the littlest ad."
Whether the reader is a student, a tindera, a housewife, a young professional, a chief executive, single or married, readers can find magazines that will cater to their specific interests.
While many young readers just read magazines to be entertained or to find out about the latest showbiz scandal, these seemingly innocent reading materials also have the power to mold beliefs, change opinions and share information on issues that shape their readers ideas of their roles and self-image.
"I like reading environmental stories because it gives me a sense of perspective on what can still be done for the only place we call home," says UP teacher Joy Reyes, 26, who spends at least P 200.00 a month (US $ 4.00) on magazines. She likes reading the articles to learn about herself and improve her life and relationships with others. "I also like success stories because they usually contain insights on how I can be successful too."
Mel Reyes, 28, a teacher who does not like to "spend her money on unnecessary things" just borrows magazines from her friends or reads them in public places where they are available. According to her, she usually reads about political issues first. "I scan the magazine, then if something interests me, I read it, whether it's a lifestyle article, advice on romance or fashion spreads."
Through the Years
Encanto's book reviews how far women have come from their traditional roles in articles like "Obligation of a Woman as Mother" (El Bello Sexo, 13 April 1891) and "Will Professional Women Make Ideal Wives?" (La Mujer, June 1925) to the more empowered woman in features like "How I Became My Own Boss" (Woman Today, May 1998)
From the limited scope on fashion, domestic responsibilities and heavy Christian slant of articles in women's magazines during the Spanish Colonial Period (1891-1898), to emerging feminism, focus on careers and civic citizenship during the American rule (1898-1945), the rise of progressive views is clearly seen in this medium.
In the postwar years (1945-1971), magazines that featured fashion, society news, clubs and serialized romantic novels provided a 'good read,' for bored housewives escaping from their daily grind of chores.
However, it was during the Martial Law years (1972-1986) that their power to shape society was seen. For instance, Mr. and Ms. Magazine Special Edition was used as a venue for political protests, particularly regarding Ninoy Aquino's assassination. Regular editions also brought out issues that had never been widely discussed before, like domestic violence, trafficking, exploitation and oppression of Overseas Filipina Workers.
Contemporary magazines (1986-2002) have continued including broader articles on health, environment, relationship advice, career concerns and practical tips of financial budgeting, aside from the "lighter features."
Constructing the Filipina
While giving a historical look into women's magazines and providing a valuable resource for students and researchers, Encanto's book also gives insights on the impact of these magazines on women's image and consciousness.
However, while the image of women has indeed transformed from the traditional "domestic role" to one that is more empowered, traces of stereotyping women still exist in present publications.
"I dislike seeing the devaluing of women as portrayed in the pictures or sexist comments and articles. It really gets on my nerves!" says Mel Reyes. "I would like to see more about how or what women think and feel, and not what they wear!!!"
Other topics of interest should also be covered.
"I'd like to see more articles on how to help others (not just the environment) in any way you can, be it monetary, time, effort, whatever," says Joy Reyes, who gets turned off by bad grammar when she reads articles. "Projects, plans, schemes, anything that can convince others that the only way we can really improve and enrich our lives is by helping others. Because however much we acquire (wealth, power, people), it will never be enough, it will never give us that feeling of satisfaction and contentment of knowing you have made a big difference in someone else's life."
As author Encanto says, "much more remains to be done, to transform women's magazines into agents of social change and thereby liberate the Filipina from oppression."
