MARIN, REYNAN H. BEED 3-B BEP CONTEMPORARY WORLD PROF.

BEN ATIM
Critical review and commentary on FG Cortez’ Ang SMisasyon ng Lipunang Pinoy
Introduction:
The article traces the origins of this linguistic trend back to the 1980s, when American
sociologist George Ritzer introduced the concept of "McDonaldization of Society." Ritzer,
drawing on the ideas of German philosopher Max Weber, described McDonaldization as the
pervasive expansion of instrumental rationality, emphasizing efficiency, predictability,
calculability, and control. The author explores the linguistic phenomenon of transforming various
modern nouns into verbs, such as Google becoming "googling" and YouTube becoming
"youtubing." In addition to creating a new term, "SMization" or "SMisasyon," to characterize a
phenomenon in the Philippines related to the nation's mall culture, the author expands this study
to additional terminologies like Disneyization, Wal-Martization, Las Vegasization, Coca-
Colonization, and eBayization.
The paper also notes previous research on mall culture in media and consumer studies, but it
stresses the necessity for new research, especially in light of changing forms of capitalism.
Inspired by the song "Esem" by Dong Abay and the research of researcher Rolando Tolentino,
the author brings to light the paradoxical feelings that Filipinos encounter at malls—a mixture of
happiness and misery, plenty and scarcity. The essay highlights the political aspects
surrounding computer games, skin-whitening products, narcotics, and malls in the Philippines,
citing Tolentino's investigation of popular culture. The author's ultimate goal is to investigate the
relationship between Filipinos' experiences in malls and neoliberal ideology.
Ano ang Neoliberalismo?
This explores the idea of neoliberalism and charts its ascent as the preeminent political and
economic ideology during the 1970s. Neoliberalism, which has its roots in classical liberal
economics, rose to popularity in reaction to the crises of the 1970s and the perceived
shortcomings of Keynesian economics. It highlights private property rights, free markets, free
trade, and individual entrepreneurial freedoms, presenting the market as a determining factor in
social, political, and cultural as well as economic affairs. The Philippines, which was used as a
"guinea pig" for neoliberal experiments, is mentioned as an example of how neoliberal policies
were put into practice and worsened poverty, inequality, and environmental damage.
Some claim that the neoliberal experiment has been carrying on since the late 1970s,
notwithstanding the negative consequences shown in the Philippines. The implementation of the
Structural Adjustment Program (SAP) during the Ferdinand Marcos era was a pivotal step in
bringing the Philippines into line with global market forces. However, neoliberal ideologies
gained traction under the administrations of Presidents Corazon Aquino, Fidel Ramos, and
succeeding leaders, aggravating poverty and income inequality as well as undermining the
prospects for decent employment and environmental sustainability.
Comments/takeaway/s:
The paragraph gives a thorough introduction to neoliberalism, showing how it emerged in the
20th century and tracing its origins in classical liberal economics. According to David Harvey
and other academics, neoliberalism is a prominent political and economic philosophy that has
gained traction in a number of cultures since the 1970s. Neoliberalism's basic ideas support
open markets, free commerce, robust private property rights, and individual entrepreneurial
liberties. According to this concept, emancipating people within an institutional framework with
little interference from the government is the best way to enhance human well-being. Keynesian
economics was rejected during this period of neoliberal resurgence, with the rebirth of classical
liberal ideals led by individuals such as Ludwig von Mises, Friedrich Hayek, and Milton
Friedman.
Additionally, it explores the wider ramifications of neoliberalism, highlighting its function as a
political and cultural force in addition to an economic system. McChesney and Giroux claim that
neoliberalism affects political and cultural systems in addition to the economic ones. It redefines
identities and values using a market logic, views profit-making as the foundation of democracy,
and encourages unbridled individualism. The Philippines is portrayed as a "guinea pig" for
neoliberal experiments when discussing the implementation of neoliberal policies in that nation.
Critiques of the neoliberal ideologies adopted by the governments after the Marcos period and
the Structural Adjustment Program (SAP) during the Marcos regime have linked neoliberalism to
the country's rising poverty, environmental degradation, and social inequality.
The passage is a useful summary of neoliberalism, explaining its ideological underpinnings,
historical antecedents, and worldwide effects. It emphasizes how complex neoliberalism is,
showing it as more than just an economic theory but as a ubiquitous force reshaping social,
political, and cultural spheres. Using the Philippines as a case study, the discussion reveals
both the supporters and detractors of neoliberal policies and provides insights into their practical
ramifications. The criticism of neoliberalism's impacts on inequality, the environment, and
poverty highlights the necessity for a careful analysis of its implications on many societies. All
things considered, the paragraph provides a basis for comprehending the complexity of
neoliberalism and its implications for the real world.

Ang SM (Shoe Mart)

The word "SMization" comes from SM, which has gained popularity in the Philippines. The late
Henry Sy, Sr. established SM, or Shoe Mart, as a modest shoe business in Quiapo, Manila, in
1958. SM has grown over the years into the biggest conglomerate in the Philippines' corporate
landscape, encompassing retail, real estate, banking, property development, and tourism-
related industries.
Several malls have been established in China and the Philippines as a result of Henry Sy's
vision for SM malls, which his son Hans Sy articulated. SM has developed into a diverse
commercial empire and a mainstay of Filipino culture through its constant growth of retail
locations and shopping centers. For ten years, Henry Sy, Sr. was acknowledged by Forbes as
the richest self-made Filipino, solidifying SM's reputation as a national icon of business and
prosperity.
Comment/takeaway/s:
The growth and success of SM, which started off as a tiny shoe company and is now the
biggest conglomerate in the Philippines, is a prime example of the transformational potential of
vision and entrepreneurship. According to Forbes, SM is positioned as a national icon of
success and business ability thanks to Henry Sy's legacy. The fact that SM has grown so much
—it now has malls in China in addition to the Philippines—means that it has had a big influence
on both the corporate world and Filipino society. Aspiring business leaders might find inspiration
in the SMization story, which is based on Henry Sy's entrepreneurial journey. It also emphasizes
the possibility of success and economic growth through smart business development.
Ano ang SMisasyon?
In Filipino society, the word "SMisasyon" refers to the ongoing neoliberalization of the
Philippines, where SM stands for the successful and significant introduction of neoliberalism.
Despite admitting that he is not entirely to blame for "SMisasyon," Henry Sy profited
handsomely from its results. The study highlights that "SMisasyon" encompasses
neoliberalization processes as well as the SM industry.
Three phenomena are highlighted in the context of "SMisasyon," which is associated with SM
and other large firms in the Philippines: the myth of hard labor and perseverance, the culture of
survival of the fittest, and unrelenting consumerism. These examples show that neoliberalism is
not only about the economy; it is an ideology and system of governance that upholds values
that are part of the new face of capitalism.
Comment/takeaway/s:
"SMisasyon" uses SM as a primary symbol of this change in both ideology and the economy to
illustrate the broader implications of neoliberalization in the Philippines. The expression alludes
to the wealth of the SM business empire in addition to the changes in society brought about by
neoliberalism. Recognizing that "SMisasyon" was not invented by Henry Sy alone draws
attention to the systemic nature of these changes and suggests the involvement of more
important socioeconomic causes.
The well-acknowledged phenomenon of unrelenting spending, the survival of the fittest
mentality, and the myth of hard work and perseverance demonstrate the diverse effects of
neoliberalism. These traits suggest that "SMisasyon" stands for more than simply business
success; it also embodies the intellectual, social, and cultural shifts that are deeply embedded in
the neoliberal paradigm. This point of view prompts a critical examination of these
developments' consequences, raising concerns about socioeconomic inequality, consumer
behavior, and the moral implications of the Philippines' current economic setup.
WALANG-PATUMANGGANG PAG-KONSUMO (Hyper-Consumerism)
The term "SMisasyon" refers to the way that the Philippines' consumer culture has become
more intense, with big-box retailers like SM serving as symbols for this trend of excessive
consumption. The essay makes the case that these shopping centers act as hubs for
consuming, enhancing the consumerism mentality that permeates Filipino society. Various
strategies, including alluring displays, sales, and credit card capabilities, create an atmosphere
in the mall where consumer impulses take precedence over reasoned decisions, casting doubt
on the actual sovereignty and independence of customers in the face of potent symbols and
images.
The rise in hyper-consumerism is directly linked to the neoliberalization process, and the SM
mall phenomenon plays a significant role in the culture's continuation. The mall becomes a
place where consumeristic impulses are fulfilled through considerable buying and consumption
activities. The intricacies of the mall layout are examined in the essay, demonstrating how it
affects consumer choices and makes it challenging to discern between needs and wants. In
addition, the paper highlights the ignorance surrounding the labor and social dynamics involved
in the production of goods inside mall culture, making comparisons between hyper-
consumerism and Karl Marx's concept of commodity fetishism.
The excessive amount of goods in retail establishments like Parisian department stores and
pharmacies is clarified by Baudrillard's examination of the consumer culture, especially his
definition of "profusion," which is translated as "kasandamakmakan." He contends that this
abundance denotes the last rejection of scarcity, fostering an atmosphere in which excess is the
norm. Baudrillard observes how these areas combine many facets of life—like work, play, the
outdoors, and culture—into a smooth, never-ending purchasing experience. Malls, like the ones
built by SM, are a great example of a "city within a city," with a wide range of services and
events to suit nearly every need and want. The number of choices seen at these malls
reinforces the concept that people are free to engage in a wide range of purchase choices and
that society is not impoverished. This is a testament to the promise of neoliberalism.
This wealth is portrayed as abundant in the Philippines, where SM malls stand for the ideal of a
society where everything is accessible to everyone. The abundance gives the impression of
wealth since it goes beyond just goods and includes services and other consumables. The
message at its core is that there is no scarcity; rather, the issue is with those who are unable to
adjust to the modern economic and social structure. Under the neoliberal perspective,
abundance becomes a symbol of choice and freedom, implying that apparent imperfections are
the product of personal shortcomings rather than structural problems in an abundant society.
Comment/Takeaway/s:
The idea of "SMisasyon" effectively depicts how hyperconsumerism and neoliberalization are
intertwined in the Philippine setting, especially in light of SM malls' widespread presence. The
study deftly analyzes the mall setting, exposing how it deliberately manipulates customer
preferences and disguise the distinction between wants and requirements. Karl Marx's
commodity fetishism and hyper-consumerism have a complex relationship that highlights how
little people in mall culture understand about the social dynamics and labor involved in the
manufacture of commodities.
The concept of "profusion" as put out by Baudrillard offers an engaging perspective for
examining the excessive abundance found in SM malls. As a "city within a city," the malls
provide a wide range of services and events that represent the freedom to select from a
multitude of possibilities that is a hallmark of neoliberalism. In the Philippines, the idea of
abundance—profusion—becomes a potent narrative that frames the perceived deficiencies of
society as personal failings rather than systemic problems. This viewpoint casts doubt on the
story of abundance and encourages critical analysis of the effects of hyperconsumerism and the
influence of neoliberal ideologies on society norms and values.
Matira ang Matibay (Survival of the fittest)
In Philippine society, the idea of "SMisasyon" is further defined by the assumption that the
commercial and economic worlds are like a jungle, where only the strong survive in a harsh and
often vicious struggle. This viewpoint is based on a version of Social Darwinism that American
anthropologist William Graham Sumner would have approved of. Sumner’s argument that
progresses in society requires a fight in which the strong triumph is reminiscent of Charles
Darwin’s theories regarding biological evolution. Inspired by individuals such as Andrew
Carnegie and John D. Rockefeller, capitalists of the late 19th century hailed them as paradigms
of society progress. The idea of the survival of the fittest has become more prevalent in the
neoliberal period, influencing both individual and corporate competitiveness within enterprises.
This reinforces the Darwinian worldview.
This idea is demonstrated by the Walmartization phenomena that is occurring in the US, where
a large company displaces smaller enterprises, pushing people to take up lower-paying
employment and losing their jobs as a result. Similar to this, local businesses in the Philippines
eventually lose out to the might and influence of large firms like SM as a result of the SMisasyon
process. Even if SM creates jobs and brings in money for the local government, its advent also
means the end of many small enterprises and emphasizes the power of larger multinationals.
The story of "survival of the fittest" is global; it shapes the commercial environment as well as
intrapersonal competitiveness, resulting in an all-out competition. The neoliberal ideology that
underpins this competitiveness suggests that rather than systemic problems within a society
that promotes such abundance and competition, those who are unable to adapt or flourish in
such an environment are the product of their own personal shortcomings.
Comment/takeaway/s:
The dissemination of the "survival of the fittest" philosophy and the notion of "SMisasyon" in the
Philippines are reflections of a neoliberal paradigm that has increased competitiveness at both
the individual and business levels. The analogy to the American phenomena of "Walmartization"
effectively demonstrates how big companies such as SM may upend little businesses in the
community and cause economic changes that, although they create jobs and income, also
cause smaller firms to fail. The winner-take-all format and the pressure imposed on those who
are unable to succeed in this cutthroat setting highlight the neoliberal ideology that places the
blame for problems on individual shortcomings rather than systemic problems. These key points
raise questions about the social effects of uncontrolled competition and demand a refined view
of personal challenges within a neoliberal framework that prioritizes wealth and
competitiveness.
Mito ng Sipag at Tiyaga
The term "SMisasyon" refers to the widespread conviction in Filipino society that hard work and
persistence will eventually lead to success. It is reminiscent of the catchphrase employed in the
campaign of successful Filipino entrepreneur Manny Villar. This viewpoint contends that society
provides opportunities for advancement and upward mobility to all people, regardless of their
history or current situation in life. The approach is consistent with the meritocratic sentiment
articulated by Jo Littler, which emphasizes the idea that everyone has the potential to achieve
the highest level of success in an equitable and just environment. The meritocracy promise is
reinforced in the neoliberal era, when people view competition as a moral requirement and
success as achievable for those who put in the necessary effort and sacrifice.
Meritocratic sentiment is closely associated with the ascent of individuals like as Henry Sy,
whose narrative of rags to riches is widely hailed as an example of hard work and dedication.
The magnificent SM malls and condominiums are living symbols that arouse Filipinos'
imaginations by suggesting that even the most impoverished people can achieve economic
advancement. But this meritocracy story has a double edge, suggesting that people who don't
achieve might not have put in enough effort, sacrifice, bravery, or belief. It diverts attention away
from structural and systemic problems in society and upholds the existentialist notion that a
person's fate is entirely determined by their own decisions. Critics contend that the neoliberal
language ignores the variety of social, political, and economic realities that influence people's
circumstances and that the competition is not really fair, with success stories like Henry Sy's
being the exception rather than the rule. The focus on meritocracy also has a tendency to ignore
the benefits that come with education, heredity, and social class and instead perpetuates the
myth that the rich get rich only by hard work and the poor take responsibility for their own
shortcomings.
Comment/takeaway/s:
The notion of "SMisasyon" in Filipino culture, which emphasizes hard work and persistence as
means of achieving success, is a reflection of a deeply held meritocracy belief. The story of
people like Henry Sy supports the notion that hard effort and perseverance can propel anyone
to economic advancement, no matter their origins. But this narrative's dual nature—which
suggests that those who fail might not have been brave, dedicated, or selfless—raises
questions about how fair the competition is. Critics contend that the meritocratic rhetoric ignores
the role privilege and advantages play in determining success and that the emphasis on
individual choices tends to deflect attention from structural and systemic concerns within
society. It calls for a critical analysis of the neoliberal framework's meritocratic ideal, a more
nuanced definition of success, an admission of systemic impediments, and the promotion of an
inclusive and equitable society.
General Comment, Observation, Realization:
The idea of "SMisasyon" encompasses the spread of consumer culture, the encouragement of
the idea that the strong survive, and the fortification of the notion that hard work and
determination pay off. These are but a handful of the qualities that set neoliberalism apart. The
essay recognizes that investigating SMisasyon is only a small first step in a long process to look
at the effects of dominant beliefs in our culture. It is difficult to analyze SMisasyon since it is not
just an exterior phenomenon but also something that compels, paralyzes, and entices from the
inside out. Criticizing is still necessary, even though it is difficult given the prevalence of
shopping malls and the concept of meritocracy. The article, which acknowledges that
domination is a dynamic process, advocates for interdisciplinary cooperation by dismantling the
barriers that separate different fields like political science, economics, sociology, psychology,
cultural studies, media studies, history, Philippine studies, and more. It highlights the possibility
for many academic fields to offer distinctive viewpoints toward comprehending neoliberalism as
it appears in SMisasyon across the experiences, cognitions, consciousness, personalities, and
behaviors of Filipinos.
In analyzing SMisasyon, the article ends by highlighting the lack of distinct disciplinary
boundaries and arguing in favor of the fading of those lines and the merging of disciplines. It
promotes an all-encompassing strategy, acknowledging that every field has the capacity to
provide unique perspectives on neoliberalism as it appears in SMisasyon and its effects on the
Filipino experience. The requirement for multidisciplinary cooperation highlights how complex
the topic is and how thorough studies that cut across conventional discipline boundaries are
required.
Three conclusions may be drawn from Cortez's investigation of the effects of social media on
Filipino society. First of all, the essay emphasizes how social media has two sides: it can be a
tool for good and emancipation, but it can also be used for evil and manipulation. Second, the
insightful conversation on how culture is represented and identity is formed in the digital sphere
highlights how internet platforms have a revolutionary effect on how people see themselves and
their community. Finally, in an era characterized by the widespread influence of technology, the
analysis of dangers and obstacles serves as a stinging reminder of the significance of digital
literacy and responsible usage. These views, which highlight the necessity for a careful and
knowledgeable approach to managing the digital landscape, resonate with the intricate interplay
between technology and society on a global scale as someone who has watched globalization
unfold.