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Uts Cmo Module 4
Uts Cmo Module 4
UNPACKING
THE SELF 2
MODULE 4
UNPACKING
THE SELF 2
UNDERSTANDING THE SELF
TOPICS
This module deals with the definition
of the material self, how much do we
value our self and how the self is
defined by the consumer culture.
01 TOPICS
The Spiritual 02
THE Self THE
MATERIAL That unseen part of who SPIRITUAL
we are is
actually the spiritual self and it provides
insight and intuition to our physical self. SELF
SELF
INTENDED LEARNING OUTCOMES
o
o
THE
At the end of the lesson, you should be able to:
MATERIAL
explore the material/economic aspect of self;
o identify the different forces and institutions that impact the development of the
material/economic aspect of self;
o
SELF
examine oneself against the material/economic aspect of the self;
ASPECT OF
so the self is the manifestation of one’s identity through his material possessions. We are defined
by the clothes we wear, our houses, cars and even our pets can serve as our identity. It indicates
one’s social status and the more expensive and luxurious your possessions are the more people
are impressed.
THE SELF
In our modern world, it is evident how people value material things more than the essences of life,
for example, family, friends, and even peace of mind. People judge you by just looking at the brand
of your clothes, and we are soUNDERSTANDING
engrossed with whether theSELF
THE shoes we are wearing are original or
fake. All of these material things became our sole concerns and sadly that’s how our life runs.
THE MATERIAL ASPECT OF THE SELF
According to William James’ theory of the Material Self, we are the one who
define ourselves but at the same time, we are likewise being defined by the
people we are acquainted with, based on the accumulation of objects and
achievements that a person acquired from the different endeavors and
experiences in life. When such objects or people are lost or gone, we tend
to feel also that a part of us was also lost. , for example, in cases of death in
the family, losing a business that a person has invested in for his entire life,
sudden inability to play music because of an accident. Also, the time a
person died his possessions and associations with other people will be the
only objects that will remind the world of who that person was.
• The Bodily Self. The components of this are composed of the intimate parts of the person that
includes our body’s aspects such as physical (arms head, legs, etc), emotional (feelings,
• desires, etc), psychological (intelligence, cognition, etc), and moral (values, beliefs, etc).
The Extended Self. It includes the people of great significance to us (family), possessions (house,
car, clothes), places that matter to us, products of our labor (job, handworks, etc).
Having an investment of self to things, made us attached to those things. The more investment of
self-given to the particular thing, the more we identify ourselves to it. We also tended to collect
and possess properties. The collections in different degrees of investment of self become part of
the self. As James (1890) described self: “a man’s self is the sum total of all what he can call his.”
Possessions then become a part of an extension of the self.
WHAT CONSTITUTES THE MATERIAL SELF?
The material self, according to James, is primarily about our bodies, clothes,
immediate family, and home. We are deeply attached to these things because we
have put much investment of our self into them. The innermost part of our material
self is our body. Admittedly, we are investing in our body. We make sure that this
body functions well and is in its best form. Any ailment or disorder directly affects
us. We have certain preferential attachment or intimate fondness to certain body
parts because of its value to us. Some people would even get their certain body
parts insured. Celebrities, like Mariah Carey were reported to have placed a huge
amount for the insurance of her vocal cords and legs (Sukman 2016).
Next to our bodies are the clothes we wear. Inspired by the “Philosophy of Dress” of
Herman Lotze, James believes that clothing is an essential part of the material self.
Lotze in his book, Microcosmus, stipulates that “any time we bring an object into
the surface of our body, we invest that object into the consciousness of our
personal existence taking in this contours to be our own and making it part of the
self.” (Watson 2014).
Even the fabric and style of the clothes we wear bring a kind of sensation to the
body that oftentimes affect our attitudes and behavior. Hence, clothes are placed
in the second hierarchy of material self as clothing is a form of self-expression. We
choose and wear clothes that speak of ourselves (Watson 2014).
Third in the hierarchy is our immediate family. Our parents and siblings hold
another great important part of our self. What they do or become will surely affect
us. When an immediate family member dies, it seems part of ourselves dies, too.
When they become successful, we feel their victories as if we are the ones holding
the trophy. In their failures, we are put to shame or guilt. When they are in a
disadvantaged situation, there is an urgent urge to help them out of it. We place
huge investments in our immediate family as we see them as the nearest replica of
our self.
The fourth component of material self is our home. Home is where our heart is. It is
the nest of our selfhood. All our happy and sad memories are engraved in almost
all parts of the house as our witness. There was this old cliché about rooms: “if only
walls can speak.” The home thus is an extension of self, because, in it, we can
directly connect with the members of the family.
Every time we invest our self to material things, the more we become attached to
those components and identify ourselves to them. We also tend to collect and
possess properties, like real estates, cars, and the like. The collections in different
degrees of investment also become part of the self. As James (1890) stated, “a
man’s self is the sum total of all what he can call his own.” Possessions then
become an extension of the self.
I SHOP, THEREFORE, I AM.
Admittedly, we are living in a world of sales and shopping sprees. We are
given a wide array of products to purchase from a simple set of spoons
and forks to owning a restaurant. Almost everywhere, including the digital
space, we can find promotions of product purchases. Product
advertisements are suggestive of making us feel better or look good. Part
of us wants to have that product. What makes us want to have those
products are connected with who we are. What we want to have and
already possess is related to ourselves.
The catchphrase “I shop therefore I am” was borrowed from the French
philosopher Rene Descartes “I think Therefore I am" which means that
provided someone is simply thinking, they are living a meaningful
existence and was sufficient proof that they did exist.
Kruger tries to imply with “I shop therefore I am” that 'the public is
no longer defined by what it thinks, but rather by what they own.
During the 1980s, society witnessed the “economic potential of
working people and broadening markets, widening the availability of
credit and stimulating homeownership and share ownership,” a
change that seriously impacted how people consumed.
● Its constituents -composed of the material self, the social self, the
spiritual self, and the pure ego
● The feelings and emotions they arouse – self-feelings;
● The actions to which they prompt – self-seeking and self-
preservation.
I HAVE, THEREFORE, I AM.
In the modern, consumption-oriented society, the old statement "I think, therefore, I
am" has gotten another new meaning: “I have, therefore I am”. Our whole life seems to
be about having and possessing. The more one consumes, the more one has, therefore,
one is more! Once, in ancient times, it was true. The bigger the harvest and the more
game was hunted, the easier the survival. But what was really needed to survive some
thousands of years ago? A shelter, a daily meal, and furs as clothes. Survival was hard
then and the world population grew at a slow pace.
• Conscious Consumption
• Consumers are often portrayed as “victims,” exploited by greedy companies. However, you
should take note that every person has “free will”. Therefore, choices are important. As a
consumer, free will comes with responsibility and obligation. Conscious consumption is
about practicing responsible buying habits.
• Psychological/Sociological Consumption
• As mentioned earlier, for many people these days (with the younger generation as a
vulnerable group) happiness seems attached to buying something. Consumption has
become an addiction. Many people have forgotten there are things in life that can bring
true and lasting happiness, such as spending time with family and/or friends; to have “me”
time;, etc.
THE ROLE OF CONSUMER CULTURE
Consumerism can be defined as an economic and social ideology and order that encourages consumption or
acquisition of goods/services in a never-ending cycle.
Consumerism encourages purchasing and consumption of goods and services in excess of a person’s basic
needs. In economics, the term consumerism is used to refer to economic policies which encourage
consumption. In a consumerist society, people are bombarded by adverts, discounts, product launches,
product giveaways among many other promotions meant to encourage constant and significant spending on
goods and services.
Consumerism encourages the pursuit of the ”good life”. This may come at the expense of things like saving
and investing. It is one of the strongest factors affecting modern people’s lives. The term does not simply
mean the constant barrage and intrusion of ads in our lives, but everything that is connected to modern
society’s idea that to be happier and more successful, we have to buy, buy and buy. We slip into a cycle of
wanting more things – to get that new iPhone model, get the latest gadget, wear the trendiest clothes, hang
out in places where “cool” people go, etc. The pursuit of these things takes up our time, energy, and money
we do not have.
We also tend to compare ourselves with some other people. Social media reinforces this tendency.
Comparing ourselves with others (wanting to be like them or be in their position – such as your favorite
artists/models on Instagram) will lead us to constantly feel dissatisfied and never happy.
WE ARE WHAT WE HAVE
Russel Belk (1988) posits that “…we regard our possessions as part of ourselves.
We are what we have and what we possess.” The identification of the self to things
started in our infancy stage when we make a distinction among self and
environment and others who may desire our possessions.
There are even times, when material possession of a person that is closely
identified to the person, gains acknowledgment with high regard even if the
person already passed away. Examples of these are the chair in the dining room
on which the person is always seated, the chair will be the constant reminder of
the person seated there; a well-loved and kept vehicle of the person, which some
of the bereaved family members have difficulty to sell or let go of because that
vehicle is very much identified with the owner who passed away; the favorite pet
or book, among others, that the owner placed a high value, these favorite things
are symbols of the owner.
02
THE 02
SPIRITUAL
SELF THE
SPIRITUAL SELF
UNDERSTANDING THE SELF
That unseen part of who we are is actually the spiritual self and it provides insight and
intuition to our physical self. It also provides other ways of knowing and being beyond
what we experience with our five senses in the physical world. Our emotions and our
five senses may only be portals or access points into experiencing our spiritual self.
RELIGION AND SPIRITUALITY
Religion and Spirituality are both paths to God. However, they have different approaches.
• A religious person is someone who believes in a god or group of gods and consciously adheres
to the beliefs of his or her religion.
• A spiritual person on the other hand places little importance on beliefs and traditions and is
more concerned with growing and experiencing the Divine.
The root meaning of spirituality is taken from the Latin word spiritus, meaning breath or life force.
Spirituality can be understood as the search for the sacred, a process which people seek to
discover, hold on to, and when necessary transform whatever they hold sacred in their lives (hill &
Pargamet, 2003) Spirituality generally refers to the meaning and purpose of one’s life, a search for
wholeness, and a relationship with a transcendent being. The sacred transcendence can be
referred to as a higher being. In addition through acts of faith, hope, and love, man is able to
encounter God and understand God’s words of salvation.
The term “spirituality” originally developed in early Christianity. Christians use the term “spirit” to
describe the Holy Spirit. In Christian ethics, Peschke (1994) describes the experience of the sacred
characterized by reverence, faith, fear, trust, love, and admiration which are intimately connected
to God. Worship is regarded as an essential act to realize the ultimate meaning of transcendence
and human life and may include prayer, reading the Bible, sacraments, and doing sacrifices.
Religion as defined by Emile Durkheim is a unified system of beliefs and practices
relative to sacred things, that is to say, things set apart and forbidden – beliefs
and practices which unite into one single moral community called a Church, all
those who adhere to them. Meanwhile, Giddens (2006) sees religion as a cultural
system of commonly shared beliefs and rituals that provide a sense of ultimate
meaning by creating an idea of reality that is sacred, all-encompassing, and
supernatural. He identified key elements of religion such as:
If people feel they are one with nature, then destroying it can mean self-destruction and
vice versa. An individual with a strong level of affinity with nature feels that his identity
is tied to his natural environment, genuinely cares for his environment, and commits to
taking care of it. This is also linked to pro-environmental human actions, which refer to
behaviors manifested in caring for and protecting one’s surroundings.
THE PRACTICE OF RELIGION
The spiritual self is one of the four constituents of the "self" according to William James in his book, The
Principles of Psychology in 1890. The spiritual self is the most intimate inner subjective part of the self.
It is the most intimate version of the self because of the satisfaction experienced when thinking of
one's ability to argue and discriminate, of one's moral sensibility and conscience, and of our
unconquerable will (James 1890) is purer than all other sentiments of satisfaction(Green 1997). The
ability to use moral sensibility and conscience may be seen through the expressions of religion, its
beliefs, and practices. In the same manner, cultural rituals and ceremonies are some manifestations of
what people believe in. Moreover, seeking the meaning of life is a journey that the spiritual self is on.
William James describes the “spiritual me” as one’s inner thought and feeling of the self. In his book, he
referred to the “spiritual me” as “the true, the intimate, the ultimate, the permanent me” which an
individual seeks. The “spiritual me” or the Spiritual Self is further described as the “sanctuary of our
life” or it is the “core”.
Buddhism was founded by Siddhartha Gautama around 500 B.C.E. Siddhartha was said
Buddhism to have given up a comfortable, upper-class life to follow one of poverty and spiritual
devotion. At the age of thirty-five, he famously meditated under a sacred fig tree and
vowed not to rise before he achieved enlightenment (bodhi). After this experience, he
became known as Buddha, or “enlightened one.” Followers were drawn to Buddha’s
teachings and the practice of meditation, and he later established a monastic order.
Beliefs - Buddhism believes that life is not a bed of roses. Instead, there are suffering,
pain, and frustrations. When people suffer, they want to experience the goodness of
life and avoid disappointments. It becomes a habit known as the reactive cycle of
wanting and hating, like and dislike, and craving and aversion. This reactive cycle can
be broken through the practice of mediation, acquiring more wisdom and deeper
understanding, and acceptance of things as they are.
Customs and Practices - There are two types of meditation practices: Samatha and
vipassana. Samatha is practiced as mindfulness of breathing and development of
loving- kindness (Metta Bhavana). Vipassana practices aim at developing into reality.
Acquiring wisdom is by studying Buddha's teaching, the Dharma. Through the
reflection of Dharma, Buddhists can achieve a deeper understanding of life.
Beliefs - Christians believe in Trinitarian God. One God in three persons: God the
Father (Creator), God the Son (Savior), and God the Holy - Spirit. Eternal life after
death will be achieved through faith in Jesus Christ. Jesus Christ is, God the Son,
who came into the flesh, to spread the Good News of Salvation.
He died on the cross for the sin of humanity but resurrected from the dead so
that anyone who believes in Him will be saved and have eternal life. The Holy
Bible is a selection of books, which is divided into two, the Old Testament and the
New Testament.
Beliefs - Muslims believe in Allah, who is their "One God." They believed in the unity and universality
of God. Muslims also have a strong sense of community or "ummah" and an awareness of their
solidarity with all Muslims worldwide. Islam means 'willing submission to God."
Muslims believe that Mohammed is the last and final prophet sent by God. Mohamed was born in
Mecca in 570 CE and received revelations from God through the Angel Gabriel over a period of 23
years. The Holy Book of Islam is called the Quran, which was taught to be recited in Arabic because
any translation is seen as inadequate.
Customs and Practices - Muslims believe in the five pillars of Islam, the foundation of Muslim life:
• Shahadah - "There is no God but the one true God and Mohammed is his Prophet."
• Salat - the prayer that is practiced five times a day.
• Zakat - the monetary offering for the benefit of the poor.
• Hajj - the yearly pilgrimage to Mecca.
• Sawm - the fasting. Muslims do fasting from food, drink, and sexual acts, during the celebration of
Ramadan. Ramadan is the ninth month of the Islamic lunar calendar.
Two of the major festivals in Islam are Eidul-Fitr and Eidul-Adha. Eidul-Fitr is the celebration at the
end of Ramadan, while Eidul-Adha is celebrated within the completion of the Pilgrimage, the Hajj.
After their Exodus from Egypt in the thirteenth century B.C.E., Jews, a
nomadic society, became monotheistic, worshipping only one God. The
Judaism Jews’ covenant, or promise of a special relationship with Yahweh (God),
is an important element of Judaism, and their sacred text is the Torah,
which Christians also follow as the first five books of the Bible. Talmud
refers to a collection of sacred Jewish oral interpretation of the Torah.
Jews emphasize moral behavior and action in this world as opposed to
beliefs or personal salvation in the next world.
Beliefs - The Jews believe in the God of Abraham, the same God that
liberated the Hebrew slaves from Egypt to Canaan, the Promised Land
through the leadership of Moses and later, Joshua. Jews believe in the
coming of Messiah, the Savior. The sacred scripture of the Jews is called
the Torah or the Law. The Torah is the guide of the Jewish living. The
study and interpretation of the Torah are part of the Jewish culture.
The babaylans explore the world of animism. Animism is the attribution of a soul to
plants, inanimate objects, and natural phenomena. Our ancestors believed that
souls are quasi-physical and can exist outside the body (such as in dreams and
visions) and that they can transfer from one body to another – such as in the case of
modern possessions or sapi.
MAGIC AND WITCHCRAFT
Magic and witchcraft, though hard to believe, yet based on a thorough study, was depicted in
other countries, even in the Philippines. The manggagaway or mangkukulam, sorcerer in
English, are said to exist in Siquijor in the Visayas region.
On the other hand, the supernatural beings with the supernatural power such as anito/anitu
or pagan god, Bathala, Allah for Islam, Vishnu, Brahman, Shiva for Hinduism, Buddha for
Buddhism, and other lesser gods still can be observed nowadays. Comparatively, they are
but pagan idols, based on cultural beliefs but as it had evolved to unravel the true God is the
Eminence of the Holy Trinity with the Lord Jesus Christ upon the second coming will make
manifest to give justice to all mankind
Likewise, they also believe that souls persist after death and become ghosts, in the same
way, that modern Filipinos believe in “multo.” Central to the traditions of our ancestors was
the belief that animate and inanimate creatures have a “life force” or the dungan.
The belief of the Filipinos did not end on soul and spirit. They also believe in ancient healing
– through faith healer or spiritist, albularyo, manghihila, mangluluop, and magtatawas. Faith
healers come from either spiritist groups, diviners (a group that practice divination), or from
persons who were previously saved from illness or death and have encountered mystical
experiences who became convinced that they were destined to help sick people after
receiving healing powers given upon them by the Holy Spirit or other supernatural beings.
THE CONCEPT OF DUNGAN
Dungan is a life force, energy, as well as an ethereal entity, a
spirit with a will of its own that resides in the human body and
provides the essence of life – similar to the Western concept of
“soul” (Magos, 1992). However, unlike the soul, the “dungan”
can temporarily leave the body when the person is asleep.
Once “dungan” returns to the person’s body, he or she
becomes fully conscious again. If any other spirits harm the
“dungan” while it is outside the body and cannot return, the
person dies.