Friday, October 14, 2005
“My advice to those who want to pursue a career on print is, DON’T,” said Isagani Yambot, publisher of the Philippine Daily Inquirer.
We are very fortunate to have Yambot as our guest, who kept on saying, “if you want to make money, look for other occupation,” and we’ll all laugh at his statement. He added that, “if you don not have the required skills in writing, no nose for news, and you’re just going to make news paper job a stepping stone to a higher career, you should forget all about it because you will only waste the time of publishers like me.”
On the other hand, if you really want to pursue a career on print at the same time earn, Yambot said that you should be very, very good in writing. Competence in writing both in Tagalog and English and commitment is a must to pursue this career.
What is beautiful about this career is you can watch history being made.
According to Yambot, journalism is a noble calling. It is not just a job, occupation or a profession. In journalism, there is a vow of poverty because it does not pay high salaries. There is also obedience because as journalists, they should obey the laws governing media and ethical guidelines of media.
Compensations were also discussed by Yambot. The lowest rank on the news paper job is the cab reporters who earn P206,000 a year. Editorial production assistant and researchers earn the same as the cab reporters. While copy readers, deskmen and best writers earn P434,000 a year. Senior editors earn P854,750 a year. The editors earn 1.5M a year.
There are 37 benefits, as PDI is concern, for its regular employees like Christmas bonuses and others and limited benefits for retired employees.
“Unlike print journalism, which does not have a good paying job and a career that did not hold greater opportunities, broadcast media gets paid better than print,” said Antonio Seva, retired news director of GMA’s News and Public Affairs and is currently the Broadcast ___.
A good example of this is Korina Sanchez who, in the early years, earns 380,000 a month.
Today, the number one medium in the country is the television with a viewership of 29 hours a week. The radio consumption is 27 hours a week; newspaper readership is four hours a week; magazine readership is one hour a week; and Internet consumption is seven hours a week.
Seva said that newly graduates of this year like us are a good market. So he advised us to hone our writing skills both in Tagalog and English language and that it is imperative for us to do so. Since most of the populations of Mass communication students in Angeles University Foundation are ladies, Seva encourages us to pursue a career as videographers since there are no lady videographers in the Philippines.
To pursue career in broadcast, Seva admitted that physical looks and being presentable matter. But if you’re wondering about the case of Mike Enriquez, Seva jokingly said, “I apologize for Mike.”
Seva revealed that if you want to earn your first 1M in a year, then venture into broadcast marketing because that is where the money is.
Friday, October 07, 2005
What is ConCom? On how i understand what ConCom is in the Kampus Kapihan is, it is an organization of expert people who will study the Philllippine Constitution and amend the necessary provisions which needs to be amended - which I think are many.
Example provision tha needs to be amended to give clarity, as given in the kapihan, is this: the duty of the government is to protect the people, but it was amended and removed the word government and was replaced by Armed Forces of the Philippines. So does that mean the government are no longer responsible to protect the people they are governing? That they have transfered the responsibiltiy to AFP because of the reason that they already are responsible to so many things?
Going back, the talk itself was started of by Gerardo Espina, Sr., the town mayor of Naval in Biliran, by saying that the 1986 constitution was presented to the peole and was strongly campaigned to them for approval. It is the people who is the utimate jugde to decide whether a proposed provision may become a law.
He also added that the Philippine Constitution that we have now is the longest constitution in the world, with atlest 30 sections and it was also a product of hate or reaction to the rule.
On the other hand, Emmanuel Yap Angeles, Chancellor of Angeles University Foundation and one of the members nominated as part of the ConCom, gave a background on what Consultative Commission is. He said that it was formulated unfer the Presidential Executive Order 453, saying that the ConCom is created to propose the amendment of the constitution in various sectors of the society. There are 42 menbers of the ConCOm, over the maximum of 50.
The executive order is very clear, according to Angeles, "we have to recommend to the office of the president and find necessary to give importance on issues like the shift on the form of government being Presidential to Parliamentary; Reforms policy for global competitiveness; and to review the economic policies that affects the people's welfare.
Angeles made it clear that their function as ConCom is to be in assistance for the president on several amendments of the constitution.
When asked why Espina and Angeles accepted the responsibity as part of the ConCOm, to be the cosultants and be of assistance to the president, their answer were almost the same.
Espina and Angeles accepted the position for the love for our country. They spend their money, time and effort on this beacuse they believe that it is for the people now and for the years to come. They are not being recievinig any allowance from what their are doing, but according to them, it's alright. it's not the money that's important but the big contribution that will benefit all Filipino people.
"It is an opportunity to express and contribute to change the life of the people that is why I accepted this position," said Espina.
"I accept the position without any monetary consideration. I think our country needs us," said Angeles.
This surely is the beauty of democracy.
Thursday, September 29, 2005
It is a three day competition from September 14-16. On September 14, the Choir and Solo singing was held; on September 15 is the band category and on the 16th day is the highlight and the main event of the Cultural Compettion, and that is the Dance Category.
Every year, the most given attention of the Cultural competiton is the Dance Category. Unlike the Choir and Solo Singing category which does not really change its theme, the Dance Category anually changes. This year’s theme was “Icons of the 20th Century.”
Each Colleges was given an icon to interpret. The Icons are: Albert Einstein(CCS),Helen Keller(CED),The Beatles(CAS),Pope John Paul II(CBA),Proncess Dianna(CMAP),Mother Theresa of Calcuta(CE),Muhammad Ali(CON).The College of Arts and Sciences bagged the Grand prize in the Vocal Solo Category,2nd prize is the College of Computer Studies and the College of Business Administration got the 3rd prize.In the Choir Category, the College of Arts and Sciences ranked 3rd ,the College of Nursing,2nd and the College of Education bagged the Grand prize. CAS also got one minor award which is the Best in Choreography(CHOIR).
In the Band Category, the College of Business Administration ranked 2nd, the College of Arts and Sciences ranked 1st and got the Best Slow RnB, and the College of Nursing got the Grand Prize.
In the Dance Category, The College of Education ranked 3rd plave, the College of Business Adminstration ranked 2bd,. And the College of Engineering got the Grand Prize and the Best Performer also came from thos college.
AUF really is the Center for Culture and the Arts.
I may not be a part of the artistic staff but I am there to witness the commitment, the dedication and the hardwork of all the people involved to produce such an ambitous play. (I described it ambitous because as i have stated earlier, it is the first play ever staged of the fresh group of AUF and I think it is a "bigating" piece for amateur performers.)
Being a performer myself, I know what it should take to be a part of the AUF Repertory. Even from the very beginning, the famous director and actor, Tony Mabesa, wanted commitment and dedication once a person joins in the group. In fairness to Mabesa, though he is very ambitous about the chosen piece and demanding to all the peole involved, he has taught all of us to become professional artists.
As part of the Performing Arts, Mabesa wanted the dance troupe to be part of the play. He assigned us to be the crew of the play. As how Mabesa put it, we are the "unsung heroes" of the play. He said that we have a big contribution to the play as set changers and as assistants of the artists at the backstage.
It is a big turn of event for me since I have been an artist, as a dancer, for four years now. At this time, I may not be performing as one of the cast of the play but i do believe that I have contributed a lot from the play. And as a Mass Communaction student,I have learned a lot from the Mabesa about theater, from artistic directing to the technicals. I may say that it is a privilage and a great honor to be working with the legendary Tony Mabesa.
Regarding the preview of the play, i may not seen it as an audience but i have seen it so many times. I have seen the play at its best and its worst.
I can say that the preview of Man of La Mancha last September 27 was not yet the best that the performers could give. Since it rained so hard on that night, the voice of the performers were drowned by the sound of the rain pouring on the roof of the auditorium. There were also some lines mixed up and some forgotten. There was also the part of the leading lady, "Aldonza," wherein she lost her voice when she was siniging her song "Dulcinea."
At the end of the play, we have our regular company call wherein notes where jot down to know what are amiss from the play. According to Mabesa that is the purpose of having previews, to know how the audience will take in the play and know the artistic and technical problems that had happened so it would be given attention so that the play would be better the next time we
I think the performers could still give more to justify their roles and satisfy the audience who paid P150 for the tickets. In fairness again to AUF Repertory, the tickets are already sold out.
Friday, September 23, 2005
The guest on September 21 Kampus Kapihan was Professor Leono Magtolis Briones is currently the Co-Convenor of Social Watch Philippines and an active member of the global network of Social Watch.
On the said event, She mentioned three ways that may help in solving the country's deficit problem. These three solutions that we could use are to 1.) Increase the revenues; 2.) Selective expenditure cuts and; 3.) Manage the debt.
The first solution ,that is to increase the revenues of the people, is not a good idea for Briones. Why? Because she said that the collection the of taxes would be indirect. It would be paid for every products or goods or services that we consume. She also added that it would make the poor peoples' lives more difficult because with every move that the people will be doing, they are paying taxes, which is unfair.
As what most people know it, it is called the Value Added Tax (VAT) that will surely hit the poor people because indirect taxes are consumption-based, as i have stated earlier. Briones also said that VAT has a very dangerous political and social consequence.
What briones apprpoved of is the direct taxes, wherein the tax would be paid through the peoples' salary. So it means that the bigger a person's salary, the bigger is the tax that would be getting from it. For Briones, that is the fair way to pay the taxes.
The second solution to the copuntry's deficit problem is the Selective expenditure cut. With this, it would mean that we should give priority to much more important sectors like health and education. Briones shared a little obvious situation that is happening in our country today and that is the lack of nurses and doctors on public hospitals. it is sad but true. most nurses now are leaving the country to work on the hospitals abroad while the doctors are now studying again to be nurses and again, just to leave the country.
And lastly, Manage our debt. The problem in our copuntry is we do not have someone who who manages our debt. Briones shared that the money loans are not recorded in specified items. so no one will know where that money was used.
For me, I think this is the most saddenning part of the Kapihan. According to Briones as of June 2005 our debt amounts to P6.163 Trillion. She even emphasized that a trillion has 12 zeros in it. So just imagine how big that is. she even said that in time, the responsibiltiy of paying that big credit wpuld be passed on to us since we are the future of this cpuntry. And to tell you the truth, it scares me. Now, i am indirectly paying taxes with the food, clothes and the pre-paid cards that I buy, what more when im already working? I can't imagine the thought.
One of my classmates, Micheal Bodin, asked a question to Briones. He asked if fund raising activities can be a feasible option to solve the deficit problem of our country. What Briones answered was no. Fund raising is not a possible way to solve our deficit problems because there will only be few people who trusts our government. And to be able to put up a fund rasing, it would need a hell lot of credibility. Though in some countries like Korea, fund raising was a success, where in women gave up their jewelries to help the country. but here in our country, Briones doubt if there would be people who would be doing the same thing. Honesty is lost in our government and so is trust of the people.
There was a quote of a columnist that Briones shared in the Kapihan who said that “it is only a question of time, it is inevitable that we will go to the International Monetary Fund.” It is because we do not have enough resources to pay for our debts. What had caused this is the mere fact that our country borrows some money that is far beyond our capability to pay for it.
Now, as citizens of this country, it is a must taht we should know the fiscal deficit of our country for us to to aware and eventualy help and not contribute more to our problem. Since we already have three options on how to solve the problem, the next wise thing to do is make it happen.
spurce of image: http://www.livingincebu.com/currency.htm
Thursday, September 08, 2005
The topic on the Kampus Kapihan held yesterday, September 7, 2005, was about the safety, peace and order here in Pampanga. We are very lucky to have PS Supt. Leonardo A. Espina, Provincial Director, Pampanga PPO and PS Supt Policarpio Segubre, Chief of Police, Angeles City, as guests to give a talk on our press conference.
The presscon was headed by Mr. Federico Pascual, Director of Institute of Mass Communications. He opened the event by offering a short prayer.
The talk started by supplying us statistics regarding the population of the policemen in Pampanga. Segubre said that there is a ratio of 1:500. It means that there is only one police for 500 populations. He also added that there are 110, 000 police in Pampanga.
Espina also shared the problem being encountered by the police. He said that their problem primary lies on the budgetary constraints. He sited an example that on the 100% budget, 94%-96% are allocated for general appropriations like the policemen’s salary, allowance, retirement benefits, etc. The remaining 4%-6% are allocated for their operating expenses like their vehicle to do some rounds.
Espina sited the top five crimes committed here in Pampanga namely Physical injury, robbery, thief, homicide, murder and rape. He said that there is a decrease in number of crimes this year 2005 than last 2003-2004.
On 2003-2004, there are a total of 286 crimes. But this year there are only 280 crimes committed. Espina breakdown these crimes: Physical injury, 65; robbery, 65; thi9ef, 94; homicide, 9; murder, 30 and rape, 27.
Espina and Segubre made it clear on their talk that there are two kinds of crimes: index crimes and non-index crimes. Index crimes are crime which are universal that has regular occurrence and are used as parameters. There are also two categories under index crimes: Crime against person and crime against property. On the other hand, non-index crimes are crimes which cannot be used as parameters.
Another question was raised by Pascual. He asked the guests “when is a crime considered solved?” Segubre answered it by saying, “a crime is considered solved when it has been filed in the fiscal.” This is the technical way of saying that a crime is considered solved. Even though the suspect is not yet put to jail but eventually, the suspect would not be able to go out of the country so it may be considered solved.
“Pampanga is a very very peaceful area,” said Espina. What he meant by this was since we cannot prevent crimes from being committed, the least they could do is to solve each and every crimes.
The guests said that the major problem they face now is drug addiction. Espina said that the pusher and the user must get the same punishment because if there are no drugs, there is no crime. On the person who possesses the drugs, it depends on the weight of the drug that they may decide on his punishment. He added that most of the shabu laboratory that they have raided, most of the drug lords are pure Chinese. Out of 33 barangays in Angeles, five issues on drugs are not totally diminished yet.
The issue on cybersex was also opened by Bong Lacson, a media practitioner also invited in the presscon. Segubre explained this unending issue. He said that as of last year, they have only raided five cybersex dens and he admitted that among these five, all still do not have convictions. His explanation was because up to now, there is no specific law that will cover cybersex. There is a law on prostitution, on minors and women trafficking but still, there is none that may cover cybersex.
As what Espina have said, our constitution has too many laws in it but still, it is being left behind by the rapid development of technology.
On the question and answer part, two of my classmates, Lui and Sam, asked the guests concerning us students. They asked if there is a prescribed distance for stores who sell alcohol and to Internet cafes that has online games near the vicinity of the schools and if these Internet cafes are all monitored.
Segubre answered that there must be at least 200 meters distance from the school. Unfortunately, he has nothing much to say.
Pascual also asked the guests that in case the citizen were in trouble, what emergency number they should be calling. Segubre gave the national number Call Center 117, which is the same as 911 in United Sates. Pascual rebutted the effectiveness of 117. He shared his personal experience of once calling the number and he said that the call centers appear to be not well rounded and not credible in their jobs. Segubre seconded Pascual’s opinion on the call centers. He said that they are the problem why 117 i9s not effective. On the other hand, Espina also gave a local number that the citizens of Angeles may contact. It’s 0919-273-8688.
The guest on August, 2005 senior colloquium was the good looking Kim Min Sun, a professional dancer in Korea. His English name is Terry. He is an exchange student from Pai Chai University and he enrolled here in Angeles University Foundation to study English.
Terry is a typical teenager who has typical problems. Just like any other teenagers, every parent wants their children to pursue their education before anything else. Sometimes, it may come to the point wherein they choose the course that their children should take in college.
Same thing happened to Terry. All his parents want is for him to continue his study and nothing else. But when Terry turned 20 years old, a dream had formed and he wanted to take a different path. Not like what his parents wanted.
Terry has a knack in dancing. His passion for it was so great that he decided to stop studying though his parents forbid it. He did not let anything or anyone hinder to follow his dream.
Before Terry attain what he has now, he experienced struggles just like any other person who want their dreams come true. Terry attended every concert of his admired singers and dancers and always makes sure that he is on the front row near the stage. He is one of the fans who are persistent just to see their idols.
But faith is good on Terry. He audition on a dance contest in the Internet and he got in. And that is where it all started on his career. Big opportunities came in like he danced as back up dancers with the famous Vaness Wu of the F4 band and Rain of the Korean novel titled Full House.
For six years, Terry danced his way to success. Now at late 30, his dream had a sudden shift. For him, his dancing experience is enough. He now wanted to become a flight attendant that is why he is studying English in AUF.
For him, dancing is just a stone throw away. He can always come back to it because it is something innate. But now, he is trying his very best to make another dream come true. And that is to become a flight attendant.
Tuesday, August 30, 2005
Street smart. It means that the most important lessons in life are cannot be studied or found in books rather in the actual world or in reality. I have learned this word to Mr. Angelo “Sonny” Lopez on our senior colloquium last August 25, 2005. He also said that what is outside in the real world is much more important than what we get inside the school.
I absolutely agree with him. But that does not mean that we shouldn’t be studying hard anymore. I think we should take studying inside the school as a preparation for the outside world. We may have spent a lot of time just to learn the subjects like Algebra, Biology and the likes that we know it won’t be much of help in the future. Nevertheless, at least we are prepared when asked about it in the future. We won’t be ignorant on it because it’s familiar to us.
The media is the most sensitive obligation. Since it is the watchdog of the society, it is very difficult for the media people to cope up on what the government is doing and the ever changing of politics.
Reality in the professional world. “Whom you trust today may be a demon later,” said Sonny Lopez. There are many “manloloko”, infidelity and untrustworthy people not only in media and in politics but also to laymen.
Killer phrase. It means speaking only half of the truth. The politicians use, abuse, misuse the truth which makes it hard for the people in media to do their function. And that is to get and deliver the truth.
Silent media. According to Lopez, “Silence murders the truth.” He also added that media people who remains silent rather than deliver the truth to the society earns more than the media people who strives and even risks their life just to present the truth.
“Philippine media contributes disorder,” said Lopez. It because whenever there is camera in front of them they tend to impress than express what they are really there for.
Lopez concluded his speech by saying that we should know what we want first before we fight and present all sides of the truth.
Tuesday, August 23, 2005
What I know about her is, she got a degree in Nursing even before she entered the military. Amazing right? I wonder were she got the patience to study again. What made her changed her mind? She followed what her heart desired.
Not only is Mrs. Rita smart but she’s also courageous. Why? Because she is one of the not so many women in the Philippines who can and has license to fly air crafts. Cool huh?! She is one certified “astig” woman.
You might be wondering why I praise her so much. (It’s not because I’m a feminist, pero kasama na yun don. Hehehe!!) Seriously, I am just simply amazed by her. Whoever would not be impressed to a woman who is responsible for dropping a bomb to Abu Sayyafs, who is considered as the state enemy of our country. Obviously, that is a very big responsibility. And just imagine, it was given to a woman!
Other than being part of the military, Mrs. Fabian has also managed to balance her time with her family. I remember asking her what about her time with her family and how she goes along with her husband since her work is obviously, manly. Her answer obviously appalled us. We didn’t know that her husband also works in the military and also has a high position there just like her.
Regarding her time with her family, I cannot say anything more but she’s a wonder woman. Now that’s a good example of an “ulirang ina.”
She also said that if ever her children want to be like her, she’ll let them what they want to be.
As the discussion goes along, I have realized that stereotyping and discrimination is no longer alive in the Philippine military. The women have contributed as much as the men did and sometimes even more.
Still, the men have never forgotten to respect them as women.
She also said that it is more of an advantage that there are women in the military than a disadvantage. It had made the military more homey, comfortable and approachable.
Mrs. Fabian’s advice to us was to never let the men intimidate us. We women must know and learn how to fight but fairly. But that does not mean we should down the men. We could always work together to live a much better and peaceful lives.
The seminar was organized by my classmates namely Aileen Maniti, Catherine Cabayao and Nolalyn Lopez.
Saturday, August 13, 2005
Ms. Christine Santiago. The speaker they invited to deliver the speech. She was our former classmate -when we were in first year- and Angeles University Foundation’s Ms. University 2003.
The organizers’ reason for inviting her to be their speaker must be because of her being a model since she was 16 years old and a beauty queen as well was enough to qualify her to give a talk about fashion.
The first thing that came on my mind was, wasn’t the organizer’s angle on fashion lack in force or effectiveness? I know that fashion is one of the categories given by our Electronic Newsroom instructor, Ma’am Virgie Bautista, but there are a lot more about fashion that they could have tackled. They could have angled to a much deeper topic.
Furthermore, in my opinion, I find it offensive when the speaker described three of my classmates’ way of dressing. She called on Apple Mallari, Marissa Diwa and Earl Santini Lagman as “models.” I understand that the speaker was only suggesting her opinions on the models on what they should wear. However, if I were to be on their shoes, I would feel embarrassed. Who would want to be criticized on how you dress in front of the whole class? So it means that you dress ugly? It’s insulting. Let’s just take Marissa for example (picture on the left), I noticed that my classmates were laughing when they suggested her to be one of the models.
The speaker said something about fat people that they should wear dark clothes to make them look thinner. But it contradicts when she suggested clothing for Apple, (picture on the right) whose body built, is large in size. She suggested her to wear pastel colored clothes.
I also remembered the speaker saying that we should never wear plain black or red instead, it should have prints. She also said something about Earl wearing red shaded tops and she didn’t like it to see him wear it again. What is up with that? Does that mean when she liked what you are wearing you’re already a fashionista and if she did not you’re not?
On the other hand, the speaker is right when she said that we should be wearing clothes we’re comfortable in and that colors of the clothes can help.
Friday, July 29, 2005
Based on the Manual on School Uniforms (www.ed.gov), uniforms promote school safety, improve discipline, and enhance the learning environment. Further, the article reiterated that the school uniform policy, if it should be implemented, it must be adopted in coordination with parent’s involvement, student’s right to expression and the mandatory or voluntary policy of the school.
Just this semester, the Angeles University Foundation has implemented a new school uniform, replacing the old short (mini) green-checkered skirts and lengthening its sleeves. This implementation has earned both praises and disapprovals by some students as they talk of the lack of consultation on the students that a new design is being implemented. Let us hear what the undergraduates have to say when asked about their opinions on the new school uniforms.
The main purpose of the uniform for me is for school identification. Having a new look as AUF students it gave us a more professional look and the privatization of our school was given emphasis. On one side, it is impractical. Our country is experiencing crisis nowadays, and people are doing everything to lessen their expenses, and having this kind of uniform cost us a lot. It’s kinda expensive, just imagine spending 850 for just one set and also it is also unfair for the 4th year students who are going to stay in the school for just a year. If you'll look at it, I can say that it is also beautiful in a way but its really kinda hot considering the weather nowadays. on the other hand its also not that comfortable to wear it especially in rainy days. (Hassel!) If I were given a chance, I would suggest that the blouse is not long sleeves, and the skirt is not that long.
Uniform’s purpose is for identification and for formality. Until now, I haven’t realized yet the positive side of having a new uniform. What I thought of are the negative side which includes that it is very costly, its uncomfortable, impractical and too much fabric. I look like a high school student.
A uniform is used to distinguish as a whole students in a specific school. It shows equality and fairness to everyone wearing it. It is decent because students (ladies) don’t show much skin. On the contrary, first, It is not economical, its another expense. Too much expense that is. Second, it is not that appropriate for our weather. On sunny days, its get to hot and suffocating and on rainy days we get easily soaked up. It would be better, wiser and more convenient if they just implemented the new uniforms to the incoming freshmen, knowing that the old students have already spent enough for their old uniforms especially the seniors. They only have one year left to stay in school. After that what happens to their 850 per set worth of uniform? It would be nice of the school consulted the student if they would want to change their uniforms. Or if in case changing of the uniform was a must it would be better if they have involved their students on designing it. so that it would be fair to all, and not what is happening right now students have no choice.
Through wearing uniform, we are being easily recognized to what school we are attending. Like the other, I agree that the sleeves gives a very inconvenient feeling. Although of course, it gives a look that students are conservative.
Rachelle De Guzman BSBA
The new uniform is an attention – getter. The negative side of it are – we spent more money, it’s hot and uncomfortable, impractical, so much fabric involved, we look like high school students - in conclusion: it sucks! I prefer the other one! Not that we can change it now that we’ve been forced to wear it, but it would be better if it wasn’t long sleeves especially since the a.c.s don’t work even if they do they don’t turn them on (like in the canteen)
Kristine Fatima Lingad BS Psych III
Our uniform represents AUF, as a student wearing this uniform we are representing our school. At least, now students won’t get harassed when riding tricycles or jeepneys. The
The main purpose of the uniform in one school is to be organized. The good thing one can get from it is that it proposes decency. Only, sometimes it becomes uncomfortable because it is long sleeves. It’s not too comfortable especially when the weather is hot. I wish it was in short sleeves.
Like the recently implemented hike in toll rates, motorists complained of the costly rates but eventually abided on it as there is nothing that can be done about it.
Thursday, July 14, 2005
Young Adults Wants Their Future NOW
Yuppies. The Working Class. White Collar Professionals. Career-Builders. They come by different names. But marketers the world over are united in recognizing the immense power of the young-adult consumer segment – a group that enjoys a considerable degree of financial freedom without the social and financial responsibilities brought about by family-building. It is no wonder then that they are such a compelling target market for a wide range of products and services.
Understanding the New Breed of Young Adults. But how much do advertisers really know about today’s 20-something consumer? Do past paradigms still apply? Or do current assumptions on what makes this consumer segment tick no longer hold? These questions are especially relevant to marketers nowadays as thousands of fresh college and university graduates aspire to enter the workforce to form the “new breed” of young workers.
To answer these questions, advertising giant McCann Erickson Philippines brought to bear McCann PulseTM , the agency’s consumer insighting program designed to keep the agency and its clients at the forefront of consumer trends and values.
For this particular inquest, McCann’s resident “consumerholic” and strategic planners delved into the lives of soon-to-graduate college students from class ABCD homes, supplemented with insights from HR professionals and college professors. By focusing – not on career builders themselves – but rather on “pre-career builders,” the learnings can help the agency get their client brands ahead of the curve on consumer insights on the working young adult market.
A Heightened Sense of Consumer Consciousness. Having grown up surrounded by more things to desire– be it the latest model of cell phones, to hang out and order an occasional ‘venti in their favorite Starbucks, or to party with friends at the latest happening place – tomorrow’s young office worker has a truly heightened sense of consumer consciousness.
Nothing can stop the incoming young adult’s desire to “acquire and experience” – regardless of what socioeconomic class they’re from. They have their own unique ability to find effective ways to equip themselves with more or less the same lifestyle that their upper class counterparts enjoy by looking for better deals with their limited allowances or sometimes relying on their willing richer friends to foot the gimmick bill.
Call of the Mall, Call of the Call Center. But more than just the “call of the mall” as writer Paco Underhill refers to the heightened sense of retail-mania gripping the world, today’s incoming batch of young workers are also exposed to a new phenomenon which only helps fuel the trend towards consumerism among young people today: The Call Center.
Riding on offshore company’s push for outsourcing business processes to third-world countries like the Philippines, a call center job promises today’s graduating class of college students much higher pay and benefits than traditional white collar options.
Call centers, however, also employ undergraduates; and many have stopped their studies temporarily to enjoy the power to earn amounts never before imagined by people their age. Armed with the newest cell phones, new clothes, and more money to gimmick, these call center part-timers have become a source of envy to their friends who have chosen to remain in school.
Needless to say, such envy inevitably finds its way to strengthening the desire of the future workforce to desire for more. As one graduating respondent said of her call center friends – “Nakakainggit talaga sila. Estudyante pa lang, pero ang dami na nilang pera. Ang sarap na ng buhay nila.”
Ushering the New Age of Materialism. Their choice of role models also seems to validate this newfound desire to “acquire and experience.” Asked who in the world of popular mass media they can relate to the most, it was surprising that the names Paris Hilton and Donald Trump emerged quite consistently. Their strong appeal is grounded on their ability to “acquire and experience” life to the excess limit without anything standing in their way. In the case of Mr. Trump, the males in particular, revel at how being rich can help a man get any woman he desires – even if they have bad hair.
With these heightened aspirations, it is no wonder, then, that these students simply cannot wait to graduate, and get started on earning real money.
Frustrations of Competing in a Non-Level Playing Field. As they take steps to join the workforce, however, many are faced with a very harsh reality: that the playing field is not necessarily a level one. Many complain that while going through the process of submitting job applications, going to job interviews, or attending job fairs, priority is given to graduates from top universities like Ateneo, La Salle, and University of the Philippines. As one graduating student said of her experience in one of the job fairs: “Nakita ko talaga na hiniwalay nila ang resume ng mga taga-La Salle at Ateneo. Hindi naman yata fair.”
Those from other schools feel demoralized by this. Hindi dahil hindi kami makapag-bayad ng tuition fee na iba kami sa kanila. Dapat based on ability… hindi based on school.”
Jaded by the Old Career Model. Upcoming graduates also feel daunted by the challenges they know anyone trying to climb the corporate ladder will have to face. But unlike previous batches of graduates, there is some uncertainty as to whether having to face such challenges is worth it at all. There seems to be growing consensus that the “pains” of having to start from the bottom is not worth the starting salary most traditional white collar jobs in big companies provide.
More and more, then, the “noble” and “prestigious” professions of yore are now considered impractical options. Nowadays, it is quite commonplace to hear graduating students and first-jobbers saying things like…
“Gustuhin ko mang mag doctor, kalokohan ang mag-aral ng sampung taon. Mahirap ang pera. Matagal ang balik.”
“I never thought I’d be joining a call center when I entered college, but how can I resist the higher starting salary?”
“Why be a lawyer when you can be a teacher abroad instead?”
Immediate gratification – even when it comes to conventionally “long term” decisions like career options and decisions – has become the norm.
Short-cutting the Future. Tolerance for the pains of climbing the corporate ladder seems to have been weakened somewhat. On the other hand, jobs in call centers, working abroad as a teacher or nurse, have become much more appealing – replacing the age-old ‘yuppie paradigm’ that nurturing a worthwhile career requires long-term thinking and that sacrifices have to be made in the present to reap more rewards in the future.
Also, the attractiveness of such jobs puts into question the role of passion and true interest in deciding on what job to choose. The new belief is that while professions in call centers and nursing abroad may not necessarily be in line with their “true calling,” they are a relatively quick means for one to pay for the lifestyle that is, ultimately, the one that they want to work hard for.
A New Role of Brands. With these learnings, we can very well expect the complexion of the young adult market to change as a new breed of graduates who are much more acquisitive but less tolerant of the old career paradigm enter the workplace.
The challenge for brands targeting young adults, therefore, is on how to keep pace with these significant changes. Clearly, brands that push the envelope on promises of a better life and lifestyle will succeed. Brands that are able to promise immediate gratification and appeal to consumer’s desire for quick rewards will also do well.
While it may appear, however, that immediate gratification of material needs and quick career rewards are the new order of the day for young upstarts, these are all but new means and attitudes to attain the same classic desire for progress and the attainment of a better life – for self and family. We however have to be cognizant that for them, pragmatism has become the new idealism.
Contact :Tricia Marie C. Camarillo
Director for Business Development
Direct Line : 814-6143
logo of McCann Erickson: http://www.mccann.ro/home/home_en.html
articel: sent to me through email by tel macaspac
Thursday, July 07, 2005
Tuesday, July 05, 2005
this is my very first blog because i really dont know how to make one. good thing there are templates available and the instructions are easy to follow.. whew! but still, until know im quite confused on how to use it. it seems to me that there is more to this blog than writing this "journal." hmmm.. i wonder if i can upload my picture? that is if i can find where pictures are being uploaded. hehe!!! explore! explore! explore!
i think this blog is interesting.. i don't know.. i just feel like saying it..
i would just like to share this: Did you know that a study to analyse why people create or write their Web Blog won the Best Thesis in UP Diliman just last 2004? their medium in doing this is the internet. they contact all the people in the internet with their own web blog. It's still not clear to me how they did it because i dont think they can find contact numbers on their profiles, right? anyway, they've done it and even won.
hmm.. that's an interesting topic to consider. i might try the same topic, there's nothing to loose anyway. Im in fourth year now so we will be starting our thesis soon. and besides, we're still going to defend it so why not try it. it might get approved.
that's it for me.. byeee!!!!!! 'til next tym!
(internet access here sucks. =p)