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FEMALE REPRESENTATION IN SELECTED PRIMETIME TELESERYES OF ABS-CBN

AND GMA: ON THE WINGS OF LOVE AND BEAUTIFUL STRANGERS

Philippine primetime dramas or simply Primetime Teleseryes have become a staple in a

typical Filipino household. In an Advertising & Audiences Report conducted by Nielsen, it was
found out that “dramas account for the largest share of viewership, timeshifting and ad spend
(Nielsen, 2012).” The plots usually reflect the social realism of Filipinos that they attract a wide
range of audience and even command the highest advertising rates (Verilio1974, 2010).
Over the last several decades, Primetime teleseryes in the Philippines have created a
number of stereotypes particularly on gender representation. Marita Struken and Lisa Cartwright
(2011) explain that “representations refer to the use of language and images to create meaning
about the world around us (as cited in Afable, 2013).” Furthermore, Afable (2013) mentioned
that social constructionists argue that this system of representations do not reflect reality,
instead, they construct the meaning of the world.
This essay is an analysis of how female protagonists are represented in contemporary
primetime teleseryes in the Philippines, particularly, ABS-CBN’s On the Wings of Love and
GMA’s Beautiful Strangers. It explores the characters’ experiences and choices in relation to
their identities.
Initial researches have shown that females are usually underrepresented and, in
general, dominated by men (2010, as cited in Glascock). Women are usually depicted as
submissive wives, dutiful mothers and household keepers (Villareal, 2012). They also get
exposed to violence and male objectification. However, the notable change in the actual roles
of women in the society has created a new imagery for them (Villareal, 2012). Women are now
holding key positions in government and even in the corporate world (Junio, 2014). Today, there
are teleseryes that feature women protagonists as more liberated and more empowered.
For the theoretical framework of this essay, semiotics theory is applied.
According to Chandler (2014), semiotics is often employed in the analysis of texts
wherein text refers to a message which has been recorded in some way such as writing and
audio-video recording. It can exist in any medium and may be verbal, non-verbal, or both.
Chandler (2013) adds that a text is an assemblage of signs such as words, images, sounds and
or gestures.
Charles S. Pierce, an American Philosopher, used semiotics to study visual images; he
then described image as “a collection of signs and each of these signs has meanings; in any
image, there are many different levels of meanings and interactions between meanings (as cited
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in Dutt, 2014).” This is similar to Roland Barthes’ take on the denotative and connotative layer
meanings of images where denotative refers to the ‘literal’, obvious or ‘common sense’ meaning
of signs while connotative refers to the socio-cultural and ‘personal’ associations (ideological,
emotional, etc.) of signs (Chandler, 2013).
The ‘signs’ in the form of images, actions, choices, dialogues, and scenes shown in the
selected primetime telerseryes would be analysed with the aid of semiotics through denotation
and connotation.
Barthes also argued that the process of semiosis is culture bound, wherein the cultural
codes possessed by the audience or the ‘reader’ of the signs affect the connotative readings
(Gill, 2007). This argument is helpful in understanding that the interpretation of the ‘signs’ in
these primetime teleseryes varies and depends on the cultural orientation of the audience
reading them.
On the Wings of Love (OTWOL) and Beautiful Strangers (BS) both aired their pilot
episodes on August, 2015. While OTWOL is characterized by its romantic-comedy approach,
BS is intriguing and dramatic in nature. As of submission, On the Wings of Love is still on air
while Beautiful Strangers had its finale on November 30.
OTWOL tells the story of a young and proud Filipina, Leah Olivar (Nadine Lustre), who
has an American dream. She agrees to marry Clark Medina (James Reid), an American citizen,
in exchange for the money he needs and for her green card.
BS is a story about two women who are struggling to make a mark in their respective
careers. However, it mainly focuses on Joyce (Lovi Poe) who is seeking for justice after
suffering from a terrible crime.
The character of Leah in OTWOL is portrayed as very hard working and someone who
dreams big. She exhausts herself to work; she has two jobs in the U.S. and willing to accept
more just to save money. Leah loves her family so much that she would do everything. She is
ready to sacrifice herself just for them. This is very evident when she chose to marry Clark just
to get a green card so she could work legally in the U.S. and send money to the Philippines.
This is despite the values about marriage instilled by her father, (OTWOL).
On the other hand, Joyce’s character in BS comes from a less fortunate family but
worked really hard to support her studies. She is portrayed as a diligent daughter who supports
her family. She dreams of working as an interior designer in a well-known company. She finds
comfort in her boyfriend, Noel. Joyce is not just someone who wants to just marry off and have
a family life. Even though she got pregnant, she still wants to pursue her dream career for her
future daughter (BS).
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It is now recognizable that these female protagonists, being the bread winner of their
families, are hardworking individuals. Their dreams and aspirations suggest that they are
ambitious, wanting to achieve something in life. Having the chance to decide for themselves,
these females are more empowered.
In relation to this, they can be the subject of the new meritocracy as the British cultural
theorist, Angela McRobbie (2013) would put it; women’s achievement in education and access
to employment. They are exemplars of female success. They don’t depend to male
breadwinners anymore because they can earn for their own.
A scene from OTWOL shows Leah and her then boyfriend, Jiggs talking about the result
of their visa application in the American embassy. Jiggs, after finding out that Leah got
approved, tells her that she shouldn’t fly to U.S. without him, because if she does, he will break
up with her. Leah argues that it is unfair but eventually chooses her dream and her family over
Jiggs (OTWOL).
This particular scene simply denotes a misunderstanding between two lovers. However,
by unfolding its connotative meaning, it suggests the woman’s insubordination to a man. It
implies that Leah doesn’t need a man to achieve her dreams. If this man is not willing to support
her then so be it, she will not depend on him for her happiness. She doesn’t need someone who
can’t understand her; she will go on her own and pursue her heart’s desire.
The scenes mentioned above indicate that the roles or characters portrayed by women
have evolved. However, in a study conducted by Angelique Genota (2012), she suggests that
women roles may be changing but they continued to live in a patriarchal system (as cited in
Afable, 2013). This has also become evident in OTWOL and BS.
Leah and Clark, upon marriage, have developed romantic feelings for each other. Afraid
to get her again, Leah tries hard to disregard her feelings for him. Clark tells her that if that’s
what she really wants, he won’t bother her anymore. When he’s about to leave, Leah realizes
that she needs him. She runs to Clark, hugs him from behind, and says sorry for realizing it late
(OTWOL).
This scene basically shows a girl finally confessing her love for the guy and now they will
become the happy couple. However, it implies that no matter how a woman tries to live on her
own, she will always end up finding the man that will complete her.
Another good example to emphasize this is the scene where Leah’s father mentions that
he has never seen her daughter as happy and enthusiastic as that. Leah’s smile has become
different the moment Clark enters the picture. While this scene only presents a woman in love, it
connotes that a woman’s happiness depends on a man.
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One more example is the scene where Leah and Clark are having a good time. Leah
thanks Clark for making her dreams come true: he makes her happy, treats her special, stays
by her side and helps her in everything. The scene is heightened by its romantic setting: sunset
by the sea and cuddling while boating. However, beyond the romantic vibe it gives to its
audience lies some hidden meanings. Leah, herself, identifies how Clark has made a difference
in her life indicating that a woman’s dreams are better achieved with a man by her side. Never
mind her college degree and her capacity to support her own.
BS also has its fair share of patriarchal domination embedded in its episodes. One of the
important scenes for BS is when Joyce has been sexually harassed by the owner of her dream
company, Ronaldo. It is supposed to be a job interview but Ronaldo forces himself to her. She
fights back and it led to her miscarriage. To cover up the crime, Ronaldo’s wife orders her man
to kill Joyce. Fortunately, Joyce survives but is now suffering from mental illness.
In this particular scene, connotative meanings can be drawn. Joyce, on the day of her
interview, is wearing a red top and a tight skirt. Red is simply the color of Joyce’s attire, but it
can be viewed differently; it represents sexuality and evokes erotic feelings. This ‘sign’ takes
part in the sexual harassment that ensued. Moreover, Joyce has been reduced to a mere sexual
object for men. Her miscarriage and the frustrated murder have subjected Joyce to violence.
Later in the story, Joyce returns but her boyfriend, Noel, has already found someone
else. Interestingly, she’s the woman who helped Joyce redeem herself. Upon knowing this,
instead of leaving Noel or moving on, Joyce chooses to be the “other girl”. She is willing to be
kept in secret just to be with him. This simply shows a woman fighting for her love. But
considering the hidden meaning, it implies that the female character is afraid to lose the man
she loves. It doesn’t matter if she becomes number 2 as long as she’s with him. She’ll stay
where her man is, even if it hurts her.
There are also several scenes which show Joyce making out or having sex with her
partner. One particular scene even presents an aggressive Joyce. She goes to Noel’s house
and starts making out with him. She doesn’t simply become an object but a subject as well, for
she is the one seeking for sexual pleasure. Somehow, it suggests that the female character of
contemporary primetime teleserye is more liberated in terms of her sexual choices.
The analysis of female representation through images, actions, choices, dialogues, and
scenes in OTWOL and BS revealed the underlying messages in contemporary teleseryes; On
the Wings of Love and Beautiful Strangers. These women are not the usual passive and
submissive characters portrayed before. Through the experiences and choices they are thrown
into, it could be gleaned that they are a mixture of women’s character and roles recorded in
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history. There are times when they exhibit independence but become dependent to man. They
are seen as tough and defiant individuals but become passive and submissive. While these
characters strive to gain a successful career, the idea of needing and wanting a man to love and
to love them back substantially remains. It seems that they always end up yielding to patriarchal
system or male domination. The characters of Leah (OTWOL) and Joyce (BS) are always
inclined to men. Their romantic relationships always resurface. As their individual stories
progress, the more it becomes evident that men dominate them.

Word count: 1, 941

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