3Noteworthy to mention is the Filipinos love for music. Filipino teenagersexposure to music can be described as “foreign,” this means that westernmusic especially American billboard chart dominates their world. Who wouldwant to be left out among the youngsters? Call it bandwagon. Pinoys arealways on the go with hip-hop, emo, boy band, and a lot more, which by originare all American influence. Who are popularizing these? Name the culprit -media.Aside from these, Partnership for Alcohol Responsibility (PAR) said that manytheorists suggest with evidence, that media has an influence on or affects oursociety, this can be verified in the way we think and the things that we do. Forinstance, advertisers are placing large billboards with ads that display thenames of alcohol, while television and print ads portray women as sexualobjects because alcohol and other beverages in print geared towards theyouth. It is also observable that there are a lot of young actors and actresses inthe Philippine showbiz endorsing alcohol and hard drinks which are not suitablefor teenagers. Come to think of it, the youngsters of today’s generation mayconsider them as their role models; however, the discrimination between theirendorsements and their personalities should be drawn. In connection to thiseven American media, both programming and advertising, are highlysexualized in their content. In fact, the average young viewer
is exposed to14 000 sexual references each year, yet only a
handful provides an accurateportrayal of responsible sexual behavior
or accurate information about birthcontrol, abstinence, or the
risks of pregnancy and sexually transmitted disease.
Profound Influence and Change of Behavior
The media has a great impact in the way we act and think. It can have a deepinfluence on the behavior of its audience. Mckee (2009) posed a thoughtprovoking idea, he said that when people try to imitate something seen orheard, there is a difficulty in letting them distinguish between right and wrong. The teenagers of today often mimic or imitate their role models blindly. Whenthe
became a big hit over the primetime televisionbroadcasting, little did the Filipino teens realize that their frequent visit to theirhair stylists would asked them to pattern their hairstyle from Dao Ming Si oreven Shan Chai (the two are among the stars in
More often than not, what is highlighted in the entertainment industry is thewrongdoings of celebrities whom the young people idolize. And since they areheroes in the youth’s minds, they are celebrated despite the bad behavior theyhave been showing to the public (Mckee, 2009). This scenario is closelyattributed to social psychologist, Albert Bandura, who espoused the SocialLearning Theory. He explained that people learn through observing others’behavior, attitudes, and outcomes of those behaviors. Accordingly, mosthuman behavior is learned observationally through modeling: from observingothers, one forms an idea of how new behaviors are performed, and on lateroccasions this coded information serves as a guide for action. Social learningtheory explains human behavior in terms of continuous reciprocal interactionbetween cognitive, behavioral, and environmental influences.