• According to David & Okazaki ,the colonial mentality is a term used

widely by ethnic studies scholars and by the Filipino American

community to refer to a form of internalized oppression among
Filipinos and Filipino Americans.

• In the Philippines, the entertainment and

beauty industries usually favor Filipinos
of European heritage or light-skinned
persons, known as mestizos just like the
Spanish colonizers.

• Colonial mentality causes a serious impact on Filipino

psychological well-being, as this mindset damages ethnic
identity and the collective self-esteem of Filipinos, as well as
other post-colonial ethnicities. F. Singson (2017).
• The main objective of this research is to find out how colonial mentality
influences the entertainment industry base on the skin color preference
and how this may affect the process of ethnic identity development.

• This research is intended to raise Filipino

awareness of the motives of Western colonization
in subjugating Filipinos and of the colonization's
damaging effects on Filipino culture. This study
will also give highlight how colonial mentality
and internalized oppression, as well as ethnic
identity and social support, were associated with
Filipinos' mental health help-seeking attitudes.
• Quantitative design will be used in presenting statistical data
gathered from different studies related to the research topic.
• This design will be appropriate in this
study in order to get substantial result and
clearly present the findings of the study
for better comprehension as this study
needs to determine and explore the
experiences of individuals and in order to
describe and interpret data gathered from
the conducted studies
• The researchers used data gathering approach as the primary
method in the study to effectively come up with the information
that will make the research feasible and accurate

• The statistics and data gathered were subjected

based on evidences provided by journals and
published researches
 .

• The researchers needs to identify the issues or

opportunities for collecting data.

• Choose a significant issue in relation to the topic

for collecting data, and then setting goals and
objectives.
• The researchers will make decisions about who will be
surveyed, how data will be collected, the sources of
data that will be used, and the duration of the data
collection project, among other questions

• Analyze and interpret the data

• Discuss the results that have
been found throughout the
study to finally end up with
a conclusion
• Cultural weakness that makes
Filipinos extraordinary open to
the acceptance of modern mass
culture which is often western.
• The Philippines is an area
known for its rich society and
customs, having been involved
and impacted by various
countries including Spain,
America, and Japan.
 • Denigration of oneself
- Hating one’s own brown skin
and/or “Filipino nose” which
usually causes low self-esteem
• Many of the images in the
films, magazines, and the
Internet have the same
idealization of beauty: tall,
blonde, thin, high cheek
boned faces, and white
skin.
• According to Crane (1999), most of the
Filipino women are negatively impacted by
internalization of advertisements that portray a
global standard of beauty resulting to
cosmetic surgery and
eating disorders due to
unrealistic ideals and
becoming of what they
are not.
.
• Also in the cosmetic industry, they started
to acknowledge different shades that will
match the skin tone of every person.

• According to the report of Zion Marketing

Research in 2019, the global skin whitening products
in the market valued an estimated USD 4 million in
2017 and expected to reach approximately USD 784.6
billion by 2025, at a CAGR of slightly above 6.5%
between 2018 and 2025.
 • The stereotype of society when it comes
to the epitome of beauty is having light
and fair skin. Attractiveness,
marriageability, career opportunities, and
socioeconomic status is wrongly
correlated to skin color.

• They have created an injectable glutathione and

bleaching creams valued at USD 8.6 billion in 2020;
and USD 2.3 billion were spent in America alone.
The market of chemical remedies is expected to
reach $12.3 billion by 2027.
• Even though they are aware of the risk of bleaching creams,
they still continue the usage of it and even become popular in
many countries in Africa in the 1950’s, today, about 77% of
Nigerians, 27% of Senegalese, and 35% of South African
women bleach their skin to the idea of light-skin is a base of
beauty.
• Indian caste-based discrimination
was outlawed in 1950, but it
remains he discrimination in dark-
skinned people and they even reach
the point where they were being
persecuted because of their skin
color. In the Middle East, especially
in Jordan, 60.7% of women uses
bleaching technique.
 • Demeaning Filipino Self-esteem
-The mental health of Filipinos has been
affected by the colonial mentality by
instilling low self-esteem, shame, and
other issues.
 .
• David (2002) noted that
Western colonizers shaped
Filipino minds to embrace
whiteness by teaching Filipinos
to venerate white images such
as the light-skinned Hollywood
celebrities that represented
beauty, intelligence, wealth,
and power.
 • According to World Health
Organization (WHO) report in 2019,
half of the population of the
Philippines which is similar in Korea
and Malaysia uses some kind of skin
lightening products and treatment.
 • The concept of beauty transcends from cultures and is
constructed based on the standard of a particular society.
Beauty is considered important throughout history.

• In the Philippines, the prevalence of beauty

introduced in fashion advertisements, the cultural
value of skin color in the entertainment industry
or media in general; are underlying factors why
Filipinos tend to have demeaning self-esteem.
• Above all things physical, it is more important to
be beautiful on the inside.
• The team should always ask for consent in the tribe/people
in that group before doing any activities.

• The actor or the actress should

be selective in accepting roles
especially when there are many
cultural issues involved.
• Refrain from casting artists
unfit to embody the physical
characteristics of the role.
• The MTRCB should review first the scripts
and characters before allowing it to broadcast
in both television and cinemas.

• Conduct programs that will educate students

to recognize and to respect different cultures
in the Philippines

• Don’t make unnecessary changes in culture’s

practices just for the sake of the movie.
 
By Group 5:
Caballero, Trixia Anne
De dios, Patricia Nicole
Estrella, Princess Erica
Gregorio, Amiegayle
Malgapu, Chirber
Miranda, Khryztellee Veil
Reyes, Reina Kristine
Valde, Szanel Margaret