Feminist hegemony and the reconstruction of Philippine Talk shows

By: Nikko Norman C. Izar

Talk shows have been part of Filipino programming for many years. Talk shows evolved and redefine
from time to time that simply shows how Filipino has a good response on it. Considering that this is a niche and
a “zocalo” or a free market of ideas, wherein touching their remotes will give them much of a privilege to know
something, learn from it or even gratified from it.

Probably, the juxtapositions of talk shows throughout the week are conspicuous to support the aforesaid
claim. A morning talk show usually occupies 10:00 to 11:30am and a late night talk show about 10:30pm and
weekends from 3:00-5:00pm. Looking closer, it has been modified that talk shows were similar to how soap
operas were treated, a show that can guarantee a return of investment and viewership profile. The viewpoints
are used to buttress the fact that talk shows are now considered as a par prostheses and an appendages for the
viewers to walk and gaze freely to the abundance of thoughts packaged as “individual’s life orientations”. Free
to listen, react, negotiate with the messages and even relay it to other people.

From the springboard of intimacy of talk shows to Filipinos, it is an imperative note the content of talk
show, the theme and other configurations which determine its quality or “sellable characteristic”. Prior to this, it
is much relevant to consider what makes the show “talk”? Or more appropriate “who’s talking on the show?

This paper will critically analyze the talk shows in Philippine Television Programming. From the
launching pad using the talk show, it will also discuss and look at the other side of the fence of a talk show. It
will further justify the subject, a female and a male representation in a talk show and how such gender
orientation defines the culture of talk shows conspicuous in programming.

Having a quick grasp on the first point is “female as a capital or medium of talk”. Usually Philippine
talk shows always have a female host. Rarely do we see a male talk show host that is comfortable enough to
burst the spills and package himself as sophisticated vivacious man. For example, shows like “Sharon”(ABS-
CBN), “Sis”(GMA7), “Simply KC”(ABS-CBN), “Startalk”(GMA7),“The Buzz”(ABS-CBN), “Full time
moms” (QTV11), “Paparazzi” (TV5), “Juicy” (TV5) etc. These shows were dominated by female host,
recessive are men (sometimes men are not really a men). Showing how femininity was being commodified as
power being used for talk show.

A closer look will drive us to know that these women are represented as “powerful”, matriarch and even
a feminist hegemony. These women have not only these images of a mother, a friend, a wife or a daughter but
even more constructivist that they can redefine their own image to the viewing public. Here are the points. First,
women based on the studies were more expressive on their feelings and insights. They were fonder of using
their words to bring out deep-seated ideals whether taken from themselves or from other people. This is the first
package asset of a female as host of a talk show. They can easily talk about the private lives, issues and open-
minded enough to understand premises of a discourse. In talk shows like “Sharon” and “Simply KC” both of the
them were comfortable and at ease to come up a conversation from the guests. Surprisingly, we could observe
this people gave trust to the female host. Here we could flesh out the second power of women which is “words
as weaponry”.

In “the buzz”, Kris Aquino’s words were too strong and emotionally saturated that anything that she
will say dictates and condition the mass to believe her. Considering Kris Aquino’s image of being a strong and
courageous women when she admitted her STD years ago. Noting also that she gained it from her mom, Cory
Aquino who’s considered as the advocate of democracy. In addition, such words or verdict can be an automatic
panacea and generalization of what might the public would see and understand. Kris Aquino, not just a female
host but also product of gripping “pop culture” throughout the country.

Strength were rooted from the words were also a connective membrane to the case of Kristy Fermin,
her honest opinion, straightforward answers and comments were example of exhibition of women power.
Thinking that these women are the same with your mom, sister, daughter, wife or girl friend were now a
material of “social relationships propaganda.”

Consequently is the female host’s emotion and emotional appeal. What could be more realistic and
dramatic to see a female host cry or give sympathy and recognition to the guest’s stories. Talk shows like
“Moms” of QTV11 and “Full time moms” were probably talk shows that render emotional appeal. According to
the studies, that aside from the words those women could wield her power, they also have this “tears” or
emotional appeal. In live interviews, they would cry to show the emotions which further pin the point that
women’s vulnerability is also their strength.

Furthermore, the social leverage of women seen as a hegemony or source of power. The ideas and
insights of women is respected in the Philippine culture and now redefined as the years went by. From a mother
confined on the corners of her home, now a woman that use her colossal role as to consider a part of the society.
Evidences are the domestic helper or OFW’s, the group of “Gabriella”, social acceptance of matriarchy as
presented on soap operas and films.

Local channels and foreign channels were also having numbers of talk show that emphasizes the
women’s role and capability. QTV 11, known as a TV channel made for women redefine and gave the mass the
new faces of a women. From talk shows, women were now part of cooking show, investigative show,
travelogue, news magazine program, news program etc. The framework seems that it grant the women a power
to prove herself amidst the social stratifications and issues. Looking at it made us think that women are not just
a catharsis or a co-identification of a man but also co-existent of a man. All were an additional caricature to the
images of women.

Moreover, the fact that the number of talk shows and theme of a talk shows with either male or female
host is representation of “differentiation of powers”. Media has set this line between the what to talk suitable for
men and what is for women. As an example, Jerry Springer and Dr. Mcphil and even the “Bottomline” depicts a
harder discussion that exhibits a different picturesque of power. Noting the teaser ad of the new talk show
every morning of Zoren Legazpi and Carmina Villaroel saying that “hindi lang mga wife and babae ang gusto
ng chikahan at saya” might simply depict a redefinition of a new culture of talk shows.

Without credit to Melchora Aquino and Gabriella Silang’s heroine, women was now empowered with
their own pre-determine traits. From Maria Clara, now has a voice commodified as package of what kind of
women do we have today and where is the space allocated for them. Talk shows with female host do not only
portray a single though of feminism but also conditions the mass with the new criteria or standards that we
should look into women. Parking the course of disposition in life, female hosts were also presented as “icons’ or
symbolism. It is also clear that these talk shows allowed the women to preserve and cultivate their femininity
for their social image betterment. They called it as radical feminism rather than a liberal feminism.

In light of the contextual background of discussion in talk shows also depict the weakness of women. It
is too minimalistic since there were boundaries which they are restricted to cross. Aside from the gossips,
female oriented discussions, counseling the context of “female hosts” still depicts a limited emancipation.
Thinking that though in the Filipino culture women are strong and individualistic still an invisible barrier still
made female representation as a myopic point.

Nikko Norman C. Izar

AB-Broadcast Communication
University of the East - Manila
nikkoizar@gmail.com/nikkoizar@yahoo.com
0906-516-7105/0932-590-7753