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Negotiation of identities: the case of aeta ambala’s media engagement

This research explores the impact of media engagement on the identity perceptions of the Aeta Ambala, an indigenous group in the Philippines, particularly after the 1991 Mt. Pinatubo eruption. This catastrophic event led to significant displacement and cultural shifts for the Aeta, who were forced t...

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Main Authors: Viray, Kriztine Rosales, Viray, Joseph Reylan B
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2024
Online Access:http://journalarticle.ukm.my/23853/7/komunikasi_29.pdf
http://journalarticle.ukm.my/23853/
https://ejournal.ukm.my/mjc/issue/view/1644
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spelling my-ukm.journal.238532024-07-12T07:02:49Z http://journalarticle.ukm.my/23853/ Negotiation of identities: the case of aeta ambala’s media engagement Viray, Kriztine Rosales Viray, Joseph Reylan B This research explores the impact of media engagement on the identity perceptions of the Aeta Ambala, an indigenous group in the Philippines, particularly after the 1991 Mt. Pinatubo eruption. This catastrophic event led to significant displacement and cultural shifts for the Aeta, who were forced to adapt to urban lifestyles. The study focuses on the differences in identity perceptions between the older and younger generations, with the former holding onto pre-eruption cultural norms and the latter aligning more with urban and resettlement community cultures. Employing in-depth interviews and focus group discussions, the study finds that media representations often negatively portray the Aeta Ambala, leading to discrimination and altering self-perception. Despite this, the community maintains a strong sense of ethnic identity, viewing it as an immutable aspect of their heritage. Media engagement is seen as inevitable for staying informed, particularly in emergencies, but it also influences perceptions of the outside world and reshapes cultural and ethnic identity. Younger generations, more engaged with media, tend to adopt external beauty standards and lifestyles, leading to early marriages and cultural indifference. There is also a noted mistrust towards media organizations due to exploitation concerns. In conclusion, the study highlights the complex relationship between media interaction and self-identification within the Aeta Ambala community, suggesting that while media engagement alters perceptions and behaviors, the core Aeta Ambala culture remains strong and resilient. Penerbit Universiti Kebangsaan Malaysia 2024 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/23853/7/komunikasi_29.pdf Viray, Kriztine Rosales and Viray, Joseph Reylan B (2024) Negotiation of identities: the case of aeta ambala’s media engagement. Jurnal Komunikasi ; Malaysian Journal of Communication, 40 (1). pp. 513-525. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1644
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description This research explores the impact of media engagement on the identity perceptions of the Aeta Ambala, an indigenous group in the Philippines, particularly after the 1991 Mt. Pinatubo eruption. This catastrophic event led to significant displacement and cultural shifts for the Aeta, who were forced to adapt to urban lifestyles. The study focuses on the differences in identity perceptions between the older and younger generations, with the former holding onto pre-eruption cultural norms and the latter aligning more with urban and resettlement community cultures. Employing in-depth interviews and focus group discussions, the study finds that media representations often negatively portray the Aeta Ambala, leading to discrimination and altering self-perception. Despite this, the community maintains a strong sense of ethnic identity, viewing it as an immutable aspect of their heritage. Media engagement is seen as inevitable for staying informed, particularly in emergencies, but it also influences perceptions of the outside world and reshapes cultural and ethnic identity. Younger generations, more engaged with media, tend to adopt external beauty standards and lifestyles, leading to early marriages and cultural indifference. There is also a noted mistrust towards media organizations due to exploitation concerns. In conclusion, the study highlights the complex relationship between media interaction and self-identification within the Aeta Ambala community, suggesting that while media engagement alters perceptions and behaviors, the core Aeta Ambala culture remains strong and resilient.
format Article
author Viray, Kriztine Rosales
Viray, Joseph Reylan B
spellingShingle Viray, Kriztine Rosales
Viray, Joseph Reylan B
Negotiation of identities: the case of aeta ambala’s media engagement
author_facet Viray, Kriztine Rosales
Viray, Joseph Reylan B
author_sort Viray, Kriztine Rosales
title Negotiation of identities: the case of aeta ambala’s media engagement
title_short Negotiation of identities: the case of aeta ambala’s media engagement
title_full Negotiation of identities: the case of aeta ambala’s media engagement
title_fullStr Negotiation of identities: the case of aeta ambala’s media engagement
title_full_unstemmed Negotiation of identities: the case of aeta ambala’s media engagement
title_sort negotiation of identities: the case of aeta ambala’s media engagement
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2024
url http://journalarticle.ukm.my/23853/7/komunikasi_29.pdf
http://journalarticle.ukm.my/23853/
https://ejournal.ukm.my/mjc/issue/view/1644
_version_ 1805885796359602176
score 13.211869

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