Carlos Hilado Memorial State College

Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135

GECSEL: UNDERSTANDING SELF

Summer, A.Y 2019 – 2020
FACULTY: JUBEN G. PALERMO

Module 3: Unpacking the Self

Module Overview:

This module intends to provide the remaining lessons on GECSEL syllabus for the End term.
This module is divided into five sessions: session 1 (Physical Self: The self as impacted by the body),
session 2 (Sexual Self), Session 3 (The Material/Economic Self), Session 4 (The Spiritual Self), and
Session 5 (The Political Self). Each session composes of lecture notes for independent reading and
the student activities to check the understanding of the students on the topics presented. The
sessions of this module comprise the remaining lessons that every student should take to complete
this course.

Module Objectives:

At the end of this module, the students will be able to:

1. Explore the different aspects of self and identity

2. Demonstrate critical, reflective thought in integrating the various aspects of self and
identity
3. Identify the different forces and institutions that impact the development of various
aspects of self and identity
4. Examine one’s self against the different aspects of self

Materials/ Things needed:

Mobile phones/ laptops

Internet connection

Short bond papers (for students who can’t send the files online or do not have internet
access)

Major Instruction to students:

1. Please read and understand the lesson on each session.

2. If the instruction is not clear, leave message or notify the instructor on this email ad
Speed_jp73@yahoo.com .

(63-34)712-0420
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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
3. This module is intended to complete the course; however, it is necessary that the
protocols of the government will be followed accordingly in this Community Quarantine.
Be safe and Stay at home.

SESSION 1: The Physical Self: The Self as Impacted by the Body

Session Objectives:

At the end of this session, the students will be able to:

1. Understand the impact of culture on body image and self-esteem or the importance of
beauty through independent reading;
2. Analyze oneself through art as medicine for self-disclosure;
3. Write 150 word-essay on the topic of “My Philosophy of Beauty”.

Lesson Proper

Lecture Notes:
1. An individual’s physique, body and health is a significant part in assessing the overall
personality.
2. Your image and its impact – It has been said that our image is reproduction or a mental
pictures of themselves as seen by others; Thus, other people’s reactions to you can tell
whether your image is working for you or against you.
3. The way you are treated in this would depends largely on the way you present yourself – the
way you look, the way you speak, the way you behave.
4. Factors that made you what you are now – there is a cause and effect relationship between
your past experiences particularly what happened to you and your family and in the way you
are now.
5. The way you respond to people as an adult is largely based on the way you are learned to
respond to me to members of your family as you were growing up.
6. Make your image fit your aspirations – when you change your image, you have to be
prepared for new response from other people – some positive, some negative, and a new
image will undoubtedly attract new types of people.
7. Whatever image you have decide to work towards, be consistent, or you will look funny.
8. On The nature of Beauty
- Beauty is an innate quality, a way of being, a manner of acting; it is also a way of looking
(Santos, 1991).
- Beauty is confidence with a heart (Wurtzbach, 2015)
- Beauty is innate, it is the intelligence of your mind and the compassion of your heart

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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
(Ang, 2018).
- Plato equated beauty with the sublime identity with good (Ferraro, 2008).
- Aristotle considered beauty as the symmetry, proportion and an organic order of parts
into a united whole.
- The realist say “beauty is where you find it”, while the idealist say “beauty is in the eye
of the beholder.” (Ferraro, 2018).
- When we think of beauty, we primarily thing of physical beauty, knowing fully well that
sober or later the personality and inner self must supersede the outer beauty of the face
and figure (Santos, 1991).
- To achieve balanced beauty, the inner and outer must blend together to be joined by an
ability to love and to be loved, by an awareness and curiosity about life, by intelligence
happiness, social grace and by self-expression through all bodily movements – beauties
are made not born (Santos, 1991).
9. On Self Awareness: Clearing the Space
- The first step in understanding yourself is to look at how closely you are in touch with
your emotions; before you can communicate your feelings to others you have to be
aware of them yourself (Cabbab and Cabbab, 1984).
- People sometimes have trouble recognizing how they feel; maybe because they follow
the feel-think-act pattern unlike children who simply are spontaneous – this lack of
spontaneity in expressing feelings among many grown-ups can become a real problem.
- Cabbab (1984) explains “that the way to get in touch with unclear emotions is to pay
attention to your own body; listen and be aware of the messages it sends; you will find
out more clearly what is really going on between you and other people; this inner sense
can become some sort of a warning signal that tells you what important challenges you
need to make”.
10. How Self Concept Develops: An Explanation
- The young man/woman is relatively neutral as to the kind of self-concept he/she
develops but as he/she perceives the world around him/her, he or she starts to develop
his or her self-concept.
- The way a baby is treated gives him or her a feeling about his or her worth; some of the
earliest messages he or she receives about him/herself comes from being cuddled, given
attention or rocked to sleep, or vice versa.
- As he or she grows older, his or her body, the recognition of his own voice, his or her
viewing himself/herself in a mirror are early beginnings of his/her awareness of personal
properties and characteristics – of a concept of himself/herself; later he or she learns to
use language and the kinds of messages he or she gets.
- Self-image is the end product of introspection (or self-examination); not only the
external clues taken but internal needs, desires, and goals are carefully examined as
well.
- A child may brood about his or her failures, his or her shortcomings, sins, unfulfilled
desires; or conversely he or she may daydream about his or her long term hopes and
expectations; one young person may look within a bitterly think, “I am awful”, while
another happily announces to himself ‘I am great”.

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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
11. On Self Development: Who Am I?
- Delena, et. al.,(2007) asserts that “before informing others of who you are, it is always
important to get to know oneself first; it may be easy for some to let others know of the
basic information about themselves.
- However, there are more to that in an individual; deeper than demographics, there are
interests, hobbies, life perspectives, political views, religious beliefs opinions on
different issues, and more; these complete the sense of SELF of a person.
- Psychology, as a way of understanding the self, has been defined as a study of human
behavior or people observing other people, identifying similarities and differences
among their observations, and creating theories on those ideas about the individuals
(Delena, et.al, 2017)
- There are different styles in understanding human behavior; some people would prefer
to explain in through biological factors; they say that the way we are is caused by
genetic factors; most of the time, people associate a child’s behavior to a similar
behavior of a parent (Delena, et.al, 2017)
- The Johari Window Model (Discussed on previous lessons)
12. On Self and Culture: Some Perspectives
- The self, in contemporary literature, is commonly defined by the following
characteristics: separate, self-contained, independent, consistent, unitary, and private.
- The self is always unique and has its own identity; one cannot be another person.
- Social constructivists argue that the self has showed not to be seen static entity that
stays constant through and through; rather, the self has to be seen as something that is
unceasing flux, in constant struggle with external reality and is makeable in its dealings
with society.
- The self is always in participation with social life and its identity subjected to influence
here and there; having these perspectives considered should draw one into concluding
that the self is truly multifaceted (Alata, et.al., 2018).
- French anthropologist Marcel Mauss has two (2) faces for the self: (a.) Personaire, which
is composed of the social concepts of what it means to be who he is, and, (b.) Moi,
which refers to a person’s sense of who he or she is, or the basic identity.
13. The Self; Development of the Social World
- Men and women are born with peculiarities that they can no longer change; recent
studies, however, indicate that men and women in their growth and development
engage actively in the shaping of the self.

Learning Output
Activity 3.1.1

Name: Ian L. Barbon Score/Rating:

Year and Section: 1 - A.
Degree Program: Bachelor of Science in Accountancy
Directions:

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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
1. Use art as medicine for self-disclosure.
2. Make your own personal shield
3. Design it to represent the following items:
3.1. Three people most important to you
3.2. The place where you feel most at home
3.3. Two things you like best to do
3.4. Three words that you’d like to have said about you.
3.5. The part of your personality that you are the proudest of
3.6. What would you do with one year left to live.

Example:

Rubrics for Rating:

Criteria: ( 5-Excellent; 4-Satifasctory; 3-Good; 2-Fair; 1-Needs Improvement; 0-NOT Score:

OBSERVED)
1.It represents the 6 items mentioned above.

2. It is originally created intended for this activity.

3. It is creatively done.
4. The symbols are clear and the writings are understandable.
Total Score:

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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
Name: __________________________________________ Score/Rating:______________________
Year and Section __________________________________
Degree Program __________________________________

Student’s Activity # 3.1.2: Write 150-word essay on the topic,

“My Philosophy of Beauty”

Beauty means

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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135

Criteria: ( 5-Excellent; 4-Satifasctory; 3-Good; 2-Fair; 1-Needs Improvement; 0-NOT Score:

OBSERVED)
1.The words used does not exceed to 150, and not lesser than 140.

2. The essay is organized.

3. The essay provides clear examples.
4. The essay is original and not copied.
Total Score:

SESSION 2: The Sexual Self: An Intimate Discourse

Session Objectives:
At the end of this session, the students will be able to:
1. Understand the development of secondary sex characteristics and the human reproduction
system, basic biology of sexual behaviour, and human sexual response through independent
reading; and,
2. Reflect on the psychological aspect on phases of sexual responses and the diversity of sexual
behaviour, solitary, heterosexual, homosexual and bisexual, transsexual.

Lesson Proper

Lecture Notes:
1. Sex is the preferred term when the discussion is limited to biological. When we wish to discuss
the biological, psychological/psychosexual, social and moral totality, we use the term sexuality.
Sex is often limited to sexual activity, to certain part of the body or to being biological male or
female in one’s whole personality (body, thinking, feeling, acting, reacting, relating, etc. )
2. It is not surprising that sex has become more than just reproduction activity for males, females
and intersex individuals; while most animals have specific periods during the year when they are
sexually receptive, timed to ensure that the resulting offspring are born when conditions are
conducive for development and survival (Ehrlich, et.al., 1988 in Shimazu, 2015, p.218), mature

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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
humans are sexually active all year round.
3. This adaption makes it possible for us to transform a principally biological function into one
amenable to social constructions far removed from the mere transfer of generic material from
one sex to another.
4. Sex is used to created emotional bond between individuals and some other reasons either
positive or negative. All the manifestations of sex are evocations of our personalities, the good,
the bad, the beautiful, and the ugly, and everything in between.
5. Sex is a projection of our personal natures; it reveals our character; and in the deepest sense
this is why we tend to be so hung up about it. An individual’s attitude towards sex says a lot
about that individual or that society.
6. Sex: The Biological Perspective
Anatomy of Reproductive System
Male Sex Organ
a. Testis or Testicle
b. Testosterone
c. Sperm
d. Scrotum
e. Epididymis
f. Vas Deferens
g. Semenal Vescile and prostate glands
h. Cowper glands
i. Urethra
j. Penis
k. Glans Penis
l. Foreskin
Female Sex Organ
a. Ovary
b. Fallopian Tube
c. Egg Cell
d. Estrogen and Progesterone
e. Vagina
f. Uterus
7. Psychological Difference Between Man and Woman
Values
Men
a. Value power, competency, efficiency, and achievement, always do things to prove
themselves and develop their power skills sense self.
b. Defined through their ability to achieve results interested in the news, weather and sports,
more interested in objects and things rather than people and feeling.
c. Fantasize about powerful cars, faster computers, gadgets, new more powerful technology
d. Preoccupied with the things than can help express power by creating results and achieving
their goals.
e. Autonomy – doing things all by themselves, symbol of efficiency, power, and competence.

(63-34)712-0420
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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
f. Resist being corrected or being told what to do.
g. Rarely talks about his problems unless needs expert advice asking for help when you can do
it yourself is perceived as a sign of weakness.
h. Offer solutions when women talk about problems.
i. Wants to help her feel better by solving her problems.
j. Feels he can be valued and thus worthy of her love when his ability is used to solve her
problems
k. When girl continues to be upset it becomes increasingly difficult for him to listen because his
solution is being rejected and he feels increasingly useless.

Women
a. Value love, communication, beauty, relationships.
b. More concerned with living together in harmony, community and loving cooperation.
c. Relationships are more important than work and technology.
d. Communication is primary importance
e. To share their feelings is much more important than achieving goals and success
f. Talking and relating to one another is a source of tremendous fulfillment
g. Relationship-oriented
h. More concern with expressing their goodness, love and caring
i. Involved in personal growth, spirituality, and everything that can nurture life, healing, and
growth
j. Intuitive, anticipate the needs of others
k. Pride themselves in being considerate of the needs and feelings of others
l. Sign of great love is to offer help and assistance to another without being asked.
m. Offering help is not offensive, needing help is not a sign of weakness
n. If someone offers to help her, it makes her feel loved and cherished
o. Sign of caring to give advice and suggestions
p. Want to prove something

Coping with Stress

Men
a. Become increasingly focused and withdrawn
b. Feels better by solving problems
c. When he gets upset, he never talks about what is bothering him
d. Would never burden another man with his problem unless it is necessary to solve the problem
e. Becomes very quiet and goes to his private cave to think about his problem, mulling it over to
find solution
f. If he can’t find solution, he does something to forget his problems.
g. If stressed is really great, he gets involved with something even more challenging, competing,
racing
h. He feels good when he solves his problem that he temporarily loses awareness of everything
else

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Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
i. Becomes distant, forgetful, unresponsive and preoccupied in his relationships
j. Remains stuck in the cave if he can’t find solution.

Women
a. Becomes increasingly overwhelmed and emotionally involved
b. Feels better by talking about problems
c. Seeks out someone she trusts and then talks in great detail about problems
d. When their feelings are shared, they suddenly feel better
e. Sharing a problem with another is considered a sign of love and trust, not a burden
f. Not ashamed of having problems
g. Feels good about herself when she has loving friends with whom to share her feelings and
problems
h. Not immediately concerned about finding solutions but rather seeks relief expressing herself
and being understood
i. To feel better, talk about past problem, future, potential problems, even problems that have no
solution.
j. When she feels she is being heard, her stress disappears
k. If she doesn’t feel heard, she will need to talk about other problems that are less immediate to
feel relief.
l. To forget her own painful feelings, she may become emotionally involved in the problems of
others.
m. May find relief and associates.

Motivation
Men
a. When they feel needed, they are motivated.
b. Feels trusted to do his best to fulfill her needs and appreciated
c. When in love, he is motivated to be the best he can be in order to serve others
d. When his heart is open, he feels so confident in himself that he is capable of making major
changes
e. When he feels he cannot succeed, regresses back to his old selfish ways.

Women
a. When they feel cherished
b. Feels cared for and respected
c. Happy when they believe their needs will be met
d. A woman’s tendency to be compulsive relaxes as she remembers that she is worthy of love. She
doesn’t have to earn it; she can relax, give less, and receive more.
e. Tired of giving so much all the time

Language used – express feelings differently

Men
a. Take expressions literally

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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
b. Silently think about what they have heard or experienced
c. Abbreviated comments – wants silent acceptance or space
d. Need to withdraw

Women
a. Use various superlative, metaphor, and generalities
b. When upset, uses not only generalities, but is asking for particular kind of support
c. Need assurance

Kinds of love they need (emotional needs)

Woman needs to receive Man needs to receive

1. Caring 1. Trust
2. Understanding 2. Acceptance
3. Respect 3. Appreciation
4. Devotion 4. Admiration
5. Validation 5. Approval
6. Reassurance 6. Encouragement

Scoring Points
Men think that they score high with a woman when they do something very big.
Women think that no matter how big or small a gift of love is, if scores one point, each gift has
equal value.

Learning Output
Activity 3.2.1

Name: __________________________________________ Score/Rating:______________________

Year and Section __________________________________ Program: ________________________

Direction: Make comparison of a man and a woman. Answer the following questions
comprehensively.
1. What do men want? Compare their expectations or discuss about their views on love, sex,
relationship and family.
___________________________________________________________________________
___________________________________________________________________________

(63-34)712-0420
chmsc.edu.ph
@chmscofficialpage
 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
______________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
____________

2. What do women want? Compare their expectations or discuss about their views on love,
sex, relationship and family.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
__________________

Criteria: ( 1- OBSERVED; 0-NOT OBSERVED) Avocado Artichoke Total

Score
1. The explanation is brief but understandable; thus, it contains 5 sentences
only.
2. The explanation provides at least an example.
3. The explanation contains ideas that are clearly connected and make sense.

(63-34)712-0420
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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
4. The explanation is easy to read and is organized.
5. The explanation contains deep thought about the topic.
Total Score:

SESSION 3: The Material/Economic Self

Session Objectives:
At the end of this session, the students will be able to:

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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
1.Determine how people shape themselves through independent reading; and
2. Relate to the role of consumer culture on our sense of self and identity through watching a movie;
3. Reflect their understanding on the topic through writing a reaction paper.

Lesson Proper

Lecture Notes

1.The Economic Self

1.1. Economic Self-Reliance (ESR) represents a different way of thinking about the processes and
outcomes of economic development. ESR is an individual’s ability to garner and hold economic
resources in excess of their basic needs.

1.2. The Concept of ESR recognizes that there are individuals who are unable (due to physical or
mental ability) to garner any surplus resources, individuals with surpluses large and secure enough to
meet any conceivable need, and individuals at every point in between.

1.3. ESR affects the entire spectrum. ESR is also context specific; what constitutes ‘ basic needs’ for
someone in a developed country will differ drastically from someone in a developing country. But the
core principles of economic development are the same throughout the world.

*Source:scholarsarchive.byu.edu

2. The Role of mass media in shaping behaviors

2.1. Advertising Media

Media is such part of our daily lives that we don’t even realize it’s influencing us in big and small
ways. Media use in advertising is purposely designed to elicit a change in consumer action, belief and
perception. It unabashedly woos us to buy products we don’t need and trust wholly with product
claims that are puffery or exaggerated.

2.2. Entertainment Media

Media can shape who we are as both public and private people. The adage you are what you
consume should apply to media as much as it does to food. A celebrity wears a certain clothes
ensemble or mentions the designer, manufacturer or store where it was purchased and almost
immediately, sales for that item skyrocket. Celebrity endorsers bring instant brand awareness and
receptivity even if indirect. Advertisers pay to get their products conspicuous placement in TV and
movies because they believe these seemingly non-commercial associations will result in positive
uplift and eventually, sales.

2.3. Online Media

The internet has added significantly to media’s ability to influence consumers. There are thousands

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 Carlos Hilado Memorial State College
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To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
of websites from both commercial and private sources hawking everything for sale under the sun.
While consumers still retain a bit of guarded concern on those commercial entities they know are out
for a buck, they tend to be swayed and a bit more open to entreaties from bloggers and forum posts,
which they typically view as unbiased third parties.

2.4. Caveat Emptor

Websites such as Angies’ List and The Urban Shopper exist to guide consumers in their choice of
products and services, locally and nationally. The consumerism adage “Buyer Beware” is needed
more than ever as the power of all media to influence and inform and impact consumerism continues
to grow exponentially, and more people have access to that media, with fewer controls in place to
scrutinize what’s respectable or true.

*Source: bizfluent.com

3. What makes an advertisement effective or ineffective?

3.1. Goal Setting

The first step in creating an effective advertising campaign is to set specific goals for your
advertising. Many small business advertising campaigns focus on promoting a particular product or
sale. Your advertising goals should also include increasing brand awareness and preference with
ongoing image advertising that doesn’t include information about a particular sale, feature or
promotion. In Addition to big-picture goals, each campaign should set objectives for increasing sales,
revenues and profits. For example, many small retailers get stuck with inventory they can’t sell,
preventing them from buying new inventory that will turn a profit. An ad campaign that clears that
inventory might result in a loss on those sales, but generates the exact amount revenue the retailer
needs to buy new inventory. Use sales reports, coupons and website statistics to get hard numbers
about each campaign you run.

3.2. Repetition
An ad is only effective if a consumer acts on it. Conventional advertising wisdom holds that you need
to get your ad in front of consumers three times to get the optimal response rate because even
people who are interested in your product or service don’t always act the first time they see your
ad. To create more effective ad campaigns on limited budget, run the same ad more times in fewer
media choices, rather than running the ad once in five or six different print publications, websites or
broadcast outlets.

3.3. Effective Messages

The most effective advertising doesn’t just grab a consumer’s attention, it helps her solve problem
or satisfy a desire. Automobile advertisers are well known for ad campaigns built around a benefit
rather than a feature.

3.4. Ineffective Messages

Avoid making your product or service or a catchy or funny slogan the focal point of your ads. Focus
groups of consumers often find that people remember catchy slogans or funny commercials, but
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don’t always remember the company or product.

*Source: yourbusiness.azcentral.com

4.The Role of Consumer Culture on our Sense of Self and Identity

4.1. Consumer researchers have organized for a long time that people consume in ways that are
consistent with their sense of self (Levy 1959; Sirgy 1982). Important thought leaders in our field
have described and documented that consumers use possessions and brands to create their self-
identities and communicate these selves to others and to themselves.

4.2. Although early research tended to focus on broad conceptual issues surrounding consumers and
their sense of self, recent research takes a more granular approach, breaking down the relationship
between identity concerns and consumption to look at the effects of specific self-related goals and
of different aspects of self-identity on consumer behavior.

Student Activity

Activity 3.3.1
Name: Ian L. Barbon Score/Rating:______________________
Year and Section __________________________________ Program: ________________________

Complete the statements below…

1.I love buying things like clothes, pocket WiFi , Android phones, earphones and memory card , because they are
useful in my life today especially in my online classes. Whenever I'm sad, I just directly go to YouTube looking for
funny videos that could change my mood. Whenever I'm down and depressed, I just search also for an inspirational
quotes and videos that can turn my negativities into positivities. Therefore I can say that this things can be
considered as essential in my life.

2.I am easily attracted to the products advertised on TV or social media such as new phones, soap that can eliminate
pimples and new cars.

3.If I have 100 peso extra in my pocket, I would prefer to buy food and give it to beggar particularly to the
children and old people sitting beside the streets than to spend it in the Internet cafe playing online games
because for me, for now that's the best thing I can do to help the needy and seeing them alone in the street
begging for food really touches my heart and they are also one of the reason why I'm striving hard.

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Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135
Criteria: ( 1- OBSERVED; 0-NOT OBSERVED) 1 2 3 Total
Score
1. The statement is clear and understandable.

2. The statement provides logical explanation.

3. The statement contains ideas that are clearly connected and make sense.
4. The statement is easy to read and is organized.
5. The statement contains deep thought about the topic.
Total Score:

Session 4: The Spiritual Self

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(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135

Session Objectives:

At the end of this session, the students will be able to:

1.Gain knowledge on spiritual self through independent reading;
2. Discover more about the meaning of life as they do independent research on historical origin of
religions.

Lesson Proper:

Lecture Notes
1. Spiritual Self is one of the four constituents of the self; the most intimate, inner subjective part
of self; it is the most intimate, inner subjective part of self; it is the most intimate version of the
self because of the satisfaction experience when one thinks of one’s ability to argue and
discriminate of one’s moral sensibility and conscience, of our unconquerable will is more pure
than all other sentiments of satisfaction (Green, 1997 in Alata, et.al., 2018,p.73).
2. The ability to use moral sensibility and conscience may be seen through the expressions of
religion, its beliefs and practices (Alata, 2018,p.73).
3. The spiritual self: the practice of religion, belief in supernatural being and power.
3.1 Religion refers to beliefs and behaviors related to supernatural beings and powers. Notice
that this definition doesn’t specify a belief in a god, because not all religions have the belief.
Religion is narrower than a worldview, or cosmology, which is a culture’s understanding of
how the universe came into being, why it is the way it is, and the place of people in it. It also
differs from spirituality, which is concern with the sacred in an individual manner. All
cultures have religion, spirituality, a worldview and magic. Adherents are people who
practice a religion.

3.2 What is the Function of Religion?

Religion, magic and spirituality serve a number of functions, including reducing stress,
reinforcing group norms and identity, providing sanctions for individual behavior and
providing a sense of the world. Anthropologists recognize that religion is tied to a people’s
worldview, and as such, that is how must be studied, as a factor which shapes their views of
the universe.

3.3. Magic, Witchcraft and Religion

Magic and religion serve the same functions of trying to explain the unexplainable and
providing comfort and a coherent view of the world. Magic exists in all cultures, including
ours.
However, magic is an attempt to make supernatural forces act in specific ways, while
religion is seen as an attempt to please these forces. There are two principles of magic.
3.3.1. Imitative magic is based on the assumption that like produces like. It is the principle
that underlies the use of voodoo doll.
3.3.2. Contagious magic is based on the principle that things that were once in contact can

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still influence each other after separation. Some magic rituals require hair or nail clippings of
a person they wish to affect.
3.3.3 Witchcraft, or the idea that certain people have an inborn power to harness spirits or
energies for specific purposes, is related to magic. Witchcraft also serves a number of
functions in society. It provides explanations of the inexplicable, like illness or natural
disasters, as well as allows a community to come together, focus their energies on one thing
(ridding themselves of bad witchcraft) and to reassert their communal identity.

3.4. Theories of the Origin of Religion

There have been numerous attempts at explaining the origins of religion. One of the
earliest was Tyler’s view that people needed to explain the differences between living and
the dead and from this came the idea of a soul. He named this approach animism, a belief
that a soul or spirit inhabits all living objects, including plants, animals and even minerals.
Tyler believed that eventually the idea of a soul became polytheism, or a belief in one deity.
There are still cultures that practice each of these types of religion.

3.5. Varieties of Religious Beliefs

Religion deals with beliefs. Myths are narrative stories that explain the fundamentals of
human existence, while doctrine is “direct statements about religious beliefs”. Myths
provide explanations, rationales for beliefs, help set cultural standards for correct behavior
and express some of the culture’s traditional worldview. Doctrine explicitly defines the
supernatural beings, how to relate to them, and what people’s roles are in relation to the
supernatural. Doctrine is written and formal and is like law because it links incorrect actions
and beliefs with punishment. Doctrine is associated with large, organized religions and
changes over time, like myths.

3.6. Beliefs about Supernatural Forces and Beings

All cultures have ideas concerning supernatural beings or forces. Supernatural forces range
from impersonal spirits to gods and can be all powerful or annoying creatures that possess
humans.

4. The Concept of “Dungan’ Spirit or soul

Bisaya – Dungan
A soul can be captured by bad spirits. Souls may be imprisoned in a spirit cave guarded by Tan
Mulong whose spirit dog has one mammary gland and two genitals. Sickness is the temporary
loss of the soul, permanent loss is death. The soul can be lured back by a skillful shaman.
The dungan is ethereal, something not weighed down by the world. Before it inhabits a human
body it inhabits a region above the earth with other dungan. The dungan then takes interest in
the unborn being, usually a relative which it had chosen to inhabit.

The dungan is not located in any specific part of the body and it grows proportionately with the
person’s body. Weak at birth is vulnerable to usug or unintentional transfer of disturbing vapors
of a strong body to weak one by proximity. There are many rituals performed to protect and

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nurture the dungan.

Dungan also has a secondary meaning of willpower. A stronger dungan means that the person
has a greater capacity to dominate others to their line of thought. People living together may
lead to a spiritual competition between the two dungan leading to the weaker becoming sick.

At death, the dungan leaves the body via any of the orifices and goes with the air toward the
upper regions. There it waits until it finds another body to enter.

 Source:aswangproject.com

Three ways of discovering meaning of life:

1. Through our actions
2. Through our connections
3. Through our suffering

Learning Output
Activity 3.4.1

Name: __________________________________________ Score/Rating:______________________

Year and Section __________________________________ Program: ________________________
Student Activity 4.1
Direction: Complete the table. If the response is complete and clear, you will get two (2) points in
each number.

Questions: Your Responses…

1.What is your religion?
Roman Catholic.

2.What is the function of religion to As a human being, for me religion serves as a way to know God. It plays an
you as a human being? important role by giving a cultural identity. It helps me to become a good and
responsible person wherin this is vital in building values like love, respect,
empathy and harmony. It gives positivism into my life.

3.What are your own ways of Through my experience, pains and achievements in life.
discovering the meaning of life?

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 Carlos Hilado Memorial State College
Alijis Campus | Binalbagan Campus | Fortune Towne Campus | Talisay Campus

To be a leading GREEN institution of higher learning in the global community by 2030

(Good governance, Research-oriented, Extension-driven, Education for Sustainable Development & Nation-building)

College of Business Management

and Accountancy college.business@chmsc.edu.ph (63-34) 700-9135

Session 5: The Political Self

Session Objectives:

At the end of this session, the students will be able to:

1.Identify Filipino traits, values, community and institutional factors and determine how democratic
culture be established through reading independently; and,
2.Illustrate the concept of politics in the Philippines.

Lesson Proper

Lecture Notes

1. The Filipino Identity, Political Self and Democratic Self

Identity emerges from a set of values, traits, behavior and social norms. Thus, Filipino identity
can be defined as the summary of all attributes that relates being Filipino. Through traits, values,
and institutional factors, Filipino identity can be pictured clearly.

2. Filipino Traits
The most common traits of a Filipino are:
a. Hospitality – warm treatment towards guest or strangers.
b. Respectfulness – to show consideration towards other people. One habit that Filipinos do is
to respect by saying “po and opo”, pagmamano, or calling of older siblings as kuya and ate
to acknowledge age hierarchy.
c. Strong Family Ties – Filipinos are loyal and dependent to their families. Most Filipinos are
known for working hard to provide for the family. Unlike Westerners who leave their homes
in a certain age or send their elderly family member to retirement homes, Filipinos as much
as possible, stay and find reasons to bond together even in the simplest of celebrations.
d. Religiousness – Filipinos are passionate with their faith, applying themselves through all the
traditions that come with whichever religion they believe in. Through Catholic traditions
such as religion they believe in. Through Catholic traditions such as fiestas or Islamic
practices of fasting in Ramadan, Filipinos cling hard to their faith which have mainly
stemmed from hardships in surviving life in the Philippines.
e. Optimism – another trait that emerged from destitution, optimism makes Filipinos resilient
from unforeseen accidents or catastrophes.
f. Bayanihan Mentality – Filipinos have the innate sense of responsibility for the community.
Through ‘bayanihan’ Filipinos overcome difficulties by working with each other towards a
common altruistic goal.
g. Hiya – the sense of shame keeps Filipinos in control, It humbles them to almost always do
the most appropriate thing in a place or situation. Most Filipinos become more submissive
or accommodating than other nationalities because of this.

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h. Amor Propio – A Spanish term meaning “self-love” is presented as being a person with
integrity or honor. It is reinforced by ‘hiya’ wherein you practice self-love by not doing
something shameful even to the point of avoiding confrontation.

3. Filipino Values on the other hand could be broken down to:

a. Personalism – it is the deep appreciation for good interpersonal relationships with others.
Filipinos believe that successful leaders are not only proactive but also humane when
interacting with others. It ties in with traits such as the ‘bayanihan mentality’, hospitality
and respectfulness because Filipinos know how to validate other people’s sense of dignity as
human being.

b. Familialism – as stated, Filipinos are raised to reinforce their love for their kin. It is this value
that fuels them to take part in careers or studies that will ultimately help the family. This is
also why they are protective of family members, to the extent that media has told this story
of honoring family, time and time again. The family even decides for the individual
members, as seen on the practice of ‘pamamanhikan’ or the pre-wedding tradition of asking
for the parents’ blessing. Most traditions and activities in the community revolve around the
interest of the family.

c. Particularism – insinuates Filipinos’ knack for patronizing someone who is familiar or one
who they relate to. This value arouses nepotism and unhealthy idolatry that keeps Filipinos
from deciding objectively. It’s in practice every elections, actors winning because of
popularity or even dynasties of actors or politicians groomed as if it was his or her birthright
to get power.

4. There are also institutional factors that come into play when it comes to the Filipino identity. It
is the structure built upon different instances that Filipinos has encountered with. These
situations are what molded the traits and values that Filipinos have acquired throughout the
years.

5. All of the traits and values are rooted from the hodge-podge of cultural practices from different
foreign cultures. Unlike their neighbors who are more Asian in their ways of living, the
Philippines is predominantly westernized due to the deep integration of Spanish and American
culture in the archipelago.

6. The Political Self

The political self is formed from the (1) constructed Filipino identity and (2) political history and
landscape. When Filipino is born, he or she is exposed to a democratic country controlled by
oligarchs. The Filipino identity then, is ingrained in different generations of Filipinos to be
manipulated in order to sway politics in their favor. An example of this would be having blood
relatives in the north (familialism), most likely voting for someone who also hails from the north
(particularism).

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Since political inclinations are pressed down to different generations, Filipino politics has a long
historical battle for control and power. This is why oligarchy flourishes in the Philippines; they
willingly pass it down because it is also intertwined with Filipino traits and values. Filipino
politics is as colorful as the Tagalog language – a surplus in political parties, rich and powerful
families claiming territories and life-changing political situations.

7. Democratic Culture
There is a paradox between the concept of democracy and dominance of oligarchy in the
Philippines. Democracy may allow people in the Philippines to vote or hold a position in the
government, but Filipinos are also subjected to their own biases according to external factors or
learned ideologies.
There was also a debate between Lee Kwan Yew and Fidel Ramos wherein the late Prime
Minister argues that too much democracy bogs the country’s development potential. Too much
democracy after the installment of the 1986 constitution brought about the coup d’etat in Cory
Aquino’s administration. This slowed the Philippines’ progress of healing from the damage of
Edsa Revolution brought.
The Philippine’s culture of expecting one ‘messianic’ figure to cure all of their woes is also
prevalent in Philippine democracy. Election after election, Filipinos choose figures who they
thought at the time would remove them from poverty. It has always been the selling point of
winning public figures. But after the election, satisfaction with the politician declines overtime
because they didn’t meet expectations.

Learning Output
Activity 3.5.1

Name: __________________________________________ Score/Rating:______________________

Year and Section __________________________________ Program: ________________________
Student Activity 5.1
Direction: Illustrate your concept of Politics in the Philippines. You can use pencil, pen and ink or
digital illustration.

Rubrics for rating:

Criteria: ( 2- OBSERVED; 0-NOT OBSERVED) Total
Score
1. The illustration portrays clear concept of Philippine’ Politics.

2. The illustration is original.

3. The illustration is creative.
4. The illustration is neatly presented.
5. The illustration contains deep thought about the topic.
Total Score:

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