SA21 - G
Espinosa, Meynard
Mendoza, Gabriel
Ongtenco, Stephanie
Pe, Johann
Regala, Franz Joses
Siao, Kyle
Tama Na 'Yan, Inuman Na!: An
Analysis of the Filipinos' Drinking Culture
I. Introduction
During the Spanish colonization period, Filipinos were introduced to Roman Catholicism not just as a religious institution, but also as a culture of “collective joyous festivities and celebrations,” accompanied by dining, drinking and merrymaking, which is still felt and practiced to this day. As may be observed in the modern period, fiestas, birthdays, and parties are often deemed as incomplete without beer and/or other alcoholic beverages available during the occasion (Labajo 2010, 9). Given these, it would be interesting to determine the various reasons which may explain why drinking has become such an integral facet of our society.
II. Review of Related Literature
In attempting to understand why drinking is significant in our culture, we must first determine its necessity for majority of Filipinos. As suggested by a 2001 UP-DOH survey, in general, drinking is considered as a form of escapism. Many Filipinos drink for the following reasons based on the mentioned study: socializing (45.5%), relieving stress and burden (23.8%), seeking pleasure (17.5%), and other unspecified reasons (Labajo 2010, 4). In addition to these, drinking is such an important routine in our society that an average Filipino family was estimated to spend 1% of its income on alcoholic beverages based from the 1997 Family Income and Expenditure Survey (Valbuena 2001, 13).
The strong influence of the media on Filipinos is another contributing factor on why drinking is greatly accepted in our society. As may be observed in common forms of advertisements, “alcohol drinkers are portrayed as heroic, attractive, athletic, or successful.” In addition to these, the following are also common marketing themes: male bonding, friendship and camaraderie, unity, and youthfulness (Valbuena 2001, 14-15).
To further elaborate on this point, some advertisements of San Miguel Corporation (SMC) will be examined starting off with Manny Pacquiao. Most Filipinos from different walks of life hold him with high regard because of his successes in various fields but most notably in the sport of boxing. Consequently, anything that he patronizes is immediately associated with him. Therefore, consuming goods that he also drinks, may be perceived as a method of identifying with Pacquiao. Another example would be the Ginebra Kings in the Philippine Basketball Association (PBA) who are promoting a gin brand of SMC as well. They are arguably the most idolized team in the league, and it may be inferred that they are exploiting their popularity to endorse the mentioned product. In addition to this, it may be contested as well that the common Filipino can consider themselves as athletic by consuming this particular brand. Lastly, another well-known liquor brand, endorsed by Anne Curtis among other prominent figures, is GSM Blue. Its “masarap makihalo” slogan is often interpreted as an invitation to drinking especially for the youth, and that this activity can also be seen as enjoyable thus projecting a benign image.
Fig. 2 Mark Caguioa (left) of the Ginebra Kings (www.interaksyon.com)
Fig. 3 Anne Curtis (www.annecurtis.ph)
Fig. 1 Manny Pacquiao (www.sanmiguelbeer.com.ph)
Fig. 2 Mark Caguioa (left) of the Ginebra Kings (www.interaksyon.com)
Fig. 3 Anne Curtis (www.annecurtis.ph)
Moving to a larger context, we must also examine the drinking culture of Filipinos abroad, but more particularly in the United States of America. Firstly, Nagasawa et al. contested that Social Control Theory is necessary in moderating an individual's alcohol intake. This theory simply states that socialization and social learning can be utilized as methods of preventing deviant behaviors and influencing self-control on a person. In their study, however, Peer Cluster Theory appears more dominant. Thus, an individual has a high tendency of being lured to vices and deviating acts, such as alcoholism, if strongly influenced by his/her friends despite him/her having decent adults in his/her immediate, social environment (Nagasawa et al. 2000, 597).
Drinking could be regarded as one of the more manifest lifestyles among numerous ethnic groups of Asian-Americans. In certain studies illustrating patterns in alcohol consumption among Asian-Americans ethnic groups, it was noted that 38% of Filipino-Americans residing in California consume 10 or more drinks in their entire lifetime. This study was done involving respondents with Japanese, Korean, Vietnamese, Filipino, and Chinese descents. Aside from ethnicity, drinking patterns among Asian Americans could also be determined by ascertaining their birthplaces. In the same study conducted, it was determined that the percentage of abstainers was relatively lower for Asian Americans born in the United States, than those residing in their homeland or origin (Kiyoko 1998, 272).
Drinking could be regarded as one of the more manifest lifestyles among numerous ethnic groups of Asian-Americans. In certain studies illustrating patterns in alcohol consumption among Asian-Americans ethnic groups, it was noted that 38% of Filipino-Americans residing in California consume 10 or more drinks in their entire lifetime. This study was done involving respondents with Japanese, Korean, Vietnamese, Filipino, and Chinese descents. Aside from ethnicity, drinking patterns among Asian Americans could also be determined by ascertaining their birthplaces. In the same study conducted, it was determined that the percentage of abstainers was relatively lower for Asian Americans born in the United States, than those residing in their homeland or origin (Kiyoko 1998, 272).
Caetano et al. also examine the drinking attitude and behavior of ethnic minorities residing in the United States of America. They have asserted that non-Americans can not be simply generalized, and thus, there is a necessity to understand the ethnic-specific drinking patterns and their associated problems. The authors speculate that their social adjustment in the U.S. has some effects, and with this, they have highlighted three applicable stressors: First is accultural stress which pertains to the depression felt of leaving their homeland and accepting a new society; Second is socioeconomic stress which is the feeling of disempowerment or loss of financial capabilities; and third is minority stress which refers to the tension felt as a result of racial discrimination.
They also applied Durkheim’s Theory of Anomie and Leighton’s Theory of Mental Illness and Social Disintegration. According to Durkheim, due to the sudden change in cultural and social environment, an individual experiences a condition called anomie or the absence of common social norms and controls in their new residence. This subsequently causes a loss of “behavioral guidelines” which in turn heightens the tendency for “self-destruction” which may be in the form of alcohol addiction. Also, Leighton adds that social disintegration and lack of social cohesion “precipitate psychological distress and mental illness” which results to “deviant behavior and psychological disorder.”
The articles of Lum et al. and Caetano et al. both noted that that Filipino-Americans follow Japanese- Americans in terms of heavy drinkers, while due to “pronounced gender differences,” only 20% of Filipino-American women consume alcohol. Furthermore, they stressed that an ethnicity group’s religion or philosophy is a significant factor for a group’s drinking practice or abstinence. And as pointed out earlier on, Roman Catholicism, our dominant religion, was the one that introduced and promoted this culture in our society (Lum et al. 2009, 569; Caetano et al. 1998, 233-236).
III. Research Questions
1.) Why does an individual drink alcohol?
2.) Is drinking perceived more as an activity for men?
3.) What is the alcohol preference of an average drinker, and what are its implications if any?
IV. Theory/Perspective Used
In this report, we will examine contributing
factors which may explain why Filipinos drink. But more importantly, this
discussion will identify various aspects of social conflict found in our
drinking culture since, in our opinion, these deserve greater attention.
V. Research Design
A. Research Site
Our interviews were conducted at Mile - Hi and Derf’s along Katipunan Avenue.
B. Respondents
Based on our own judgment, we only approached those people who are in the right disposition to answer our questions. We were able to interview three respondents: one second year college student at Mile-Hi and then a couple at the other establishment.
C. Research Method
First, we formally introduced ourselves by providing our background and objectives. We also promised that their answers will remain confidential. Our interview questions are concerned in determining the respondent’s: a.) demographic information, and b.) insights on particular, qualitative inquiries.
VI. Findings
From our observation in the two research sites, three-fourths of the general population of Derf’s and Mile-Hi consist of male customers and only a fourth of it are female. With this, we would like to argue that drinking is indeed a masculine activity for these two venues at least. Also, we believe that this is an implication of machismo or masculinity among men who were in the area. As suggested by one individual, he commented that aside from socializing, drinking also projects the connotation of being cool or "macho," to some extent, whenever he drinks because such an activity increases his self-esteem.
We could say that people in the higher social classes can go for more expensive alcoholic beverages such as those catered in Mile-Hi Diner and Derf’s. One bottle of Red Horse may cost around 20-25 pesos in the sari-sari stores, but in contrast, it may cost 40 or more in establishments such as those that we have surveyed. Given this, those in lower classes may opt to settle for the sari-sari stores since beer available there are sold for cheaper prices. The sari-store and establishments could be identified as “instruments” to inequality. This is because it can be generalized, from these information, who is from what social class. Furthermore, this juxtaposes the fact that alcohol preference reflects the social class distinctions of its consumers.
Based on our interview, we found out that the reasons for drinking are mainly for socializing and seeking joy. Similar to smoking, drinking relieves these drinkers from stress and induces a relaxed condition. We could say that if people are feeling down, they could resort to drinking as an option to seek pleasure and forget about their problems. Some even consider drinking as part of their diet. Furthermore, most of the respondents answered that when they drink, they seek companionship or ‘pakikisama’ with other people especially their friends and special someones.
In our secondary resources, we have found three aspects wherein social conflict is apparent in the local context of our drinking culture. First, it is arguable that alcohol preference and its distribution is reflective of a Filipino’s social and economic status. According to an article, beer is considered a favorite among Filipinos “principally because of its affordability” which supports the fact that it is easily accessible and prevalent all over the country. In contrast, whisky, wine and other similar alcoholic drinks are only sold at licensed liquor stores. Aside from this, the author also notes that middle and upper class Filipinos are perceived to have an inclination towards the likes of Johnny Walker and Chivas Regal, which cost up to $50, over other cheaper brands and products, and this may be interpreted as an attempt to distinguish themselves in society (Valbuenas 2001, 13).
Second, there is also an evident competition between native drinks and commercialized products. Lambanog, basi, tuba, and other native, alcoholic beverages are believed to be “confined to small-scale production” which may be attributed to the intense competition in this industry. For one, beer and liquor companies have an estimated annual expense of more than $12 million on advertising alone which consequently affects their sales. As a case in point, San Miguel Corporation had spent $15.2 million on marketing in 1997 making it the seventh largest advertiser in the country for that year. And because there is limited exposure and accessibility for native drinks, there is a frequent tendency to exoticize them and consider such beverages as inferior compared to commercialized ones (Valbuena 2001, 12,14).
Lastly, it is also debatable that drinking can be perceived as a masculine activity, and thus, “more appropriate for men.” For instance, in a survey conducted by the University of the Philippines in 1994, 5.3 million Filipino youths are said to be drinking alcoholic beverages with 4.2 million of them being male in comparison to female respondents which are only composed of 1.1 million individuals. And in a separate survey, 11.1% are considered regular drinkers which pertains to 13% of the male population and 5.9% of the female population. Moreover, 4.8% are heavy drinkers in the same study which involves 6.6% of the male group and only 1.3% of the female group. And lastly, even other recent literature that are mentioned in this discussion offers statistical data that indeed support this. As a conclusion, there is indeed an apparent leniency on the male population (Labajo 2010, 3; Valbuena 2001, 14).
VII. Analysis
Fig. 1 (World Health Organization 2005, 1)
Fig. 2 (World Health Organization 2005, 1)
Fig. 3 (World Health Organization 2005, 1)
Fig. 4 (World Health Organization 2005, 1)
Fig 5. (UP-DOH 2001, 86)
To complement the findings and review
of related literature, here are analyses from graphs to help us further
understand the drinking culture in the Philippines. Looking at the first graph,
we can see that through the years, there is an increase in the rate of alcohol
intake for the 15 years and beyond age group. The total liters of pure alcohol
have increased 0 to nearly 5 from years 1961 to late 1980’s. From late 1980’s
to 2000, the total liters lowered to approximately within the range of 3 to 4.
From 2000 towards 2006, we can see that it is again increasing, nearing 5
liters once more. We can see that the alcohol intake of the said age group is
ascending, contributed by different alcoholic beverages such as beer, wine,
spirits, etc. The increase for the said alcoholic beverages had also increased
steadily throughout 1961 to 2006.
From all the data used in this paper,
we can see that an individual drinks as a form of escapism. Based on the
surveys, we can clearly see that Filipinos drink due to certain reasons such as
socializing (45.5%), relieving stress and burden (23.8%), seeking pleasure
(17.5%), and other unspecified reasons. Aside from escapism, there is a sense
of association that Filipinos would like to establish through their exposure to
popular figures like actors, athletes, models, etc. as seen in the media.
Drinking is also associated with certain concepts such as friendship and
camaraderie as had been seen in the recurring theme of advertisements and true
enough, we can see that people drink as a form of a bonding activity with
friends based on the data from the fifth graph.
We can also see a difference as of
which gender drinks more, which leads to our next concern regarding the
perception of drinking as an activity for men. Based on the fourth table, we
can see how more females (81.4%) contribute more to the percentage of abstainers
as compared to males (43.6%). This shows us that females can control themselves
more from taking alcohol as compared to males based on the 15 years and
beyond age group. The data of having 71.3% lifetime abstainers for female
contribute to three times more of the males, thus showing that males are more
likely to drink than females. The data on former drinkers also show a higher
rate in males as compared to females, which supports the pattern of drinking
for the said age group. This data supports that drinking is considered as an
activity for men over females.
On the other hand, looking at the third
graph, we can see that 69% of adults (age 15 and above) prefer spirits as
compared to beer or wine, which is represented by 31% and less than 1%
respectively in the given graph as of 2005. It becomes clear from this
observation that consumers’ alcohol intake is mostly based on spirits, which
has a higher alcohol content as compared to beers and wines. Based from this,
we can see that an average drinker’s preference would be spirits, which is
considered to be high in alcohol content as compared to beer and
wine.
Thus, clearly we can see from the
analysis that individuals drink for the purpose of escapism, socializing and
association. Filipinos consider these three to be the basis of drinking more
often than not considering the three recurring answers from individuals
concerned in the statistical data. Furthermore, drinking is considered to be
more of an activity for the males rather than the females. The basis for such
would be the low percentages attributed to female drinkers in general as
compared to male drinkers vis-a-vis the analysis on the abstainers. Lastly,
spirits are considered to be preferred by the drinkers as compared to beers and
wines (which come second and third in the list respectively, which relatively
shows us that drinkers are more inclined to take alcoholic beverages that
contain higher alcohol content/concentration.
VIII. Conclusion
To conclude, we note that the following
are some of the main reasons for drinking in the local context: socializing,
relieving stress, and seeking pleasure. Alcohol consumption has been proven to
be an effective socialization mechanism, stress manager, and tool for attaining
pleasure or thrill. Quite contradictory to this, however, it was noted in some
Asian-Americans abroad that alcohol consumption is perceived more as a method
of fighting various forms of stresses and depression, although not necessarily
implying that an individual is enjoying the process of drinking.
Second, the alcohol preference of an
individual often reflects his/her social class. From the findings presented, we
note that those of a lower socioeconomic standing prefer alcohol of the cheaper
price range, unlike those of much higher socioeconomic status who consume
beverages that may be classified as more sophisticated because of their
financial capability. Beer has become a household name among individuals of
relatively average income because of its affordability and accessibility.
Lastly, and as repetitively asserted,
statistics support that drinking is indeed perceived as an activity for men. It
could only be speculated, however, that it is an implication of
machismo/masculinity for male drinkers and that it is a method of identification
with men for female drinkers, for the study goes only insofar as determining
the drinking patterns among the male and female population.
IX. Bibliographies
Caetano, Raul, Catherine Clark, and Tammy Tam. "Alcohol Consumption
Among Racial Ethnic Minorities." Alcohol Health and Research World. Vol.
22, No.4. 1998. 233-242. http://pubs.niaaa.nih.gov/publications/arh22-4/233.pdf.
Kiyoko, Makimoto. “Drinking Patterns and Drinking Problems Among
Asian-Americans and Pacific Islanders.” Alcohol Health and Research World. Vol.
22, No.4. 1998. 270 - 275. http://pubs.niaaa.nih.gov/publications/arh22-4/270.pdf.
Labajo, Maritona Victa. “THE FILIPINO AS THE QUINTESSENTIAL DRINKER: A
Study of Alcohol Drinking Patterns among Filipinos.” Asia-Pacific Alcohol
Forum. 2010. 1- 19. http://www.ihra.net/files/2010/05/02/Presentation_23rd_M10_Labajo.pdf.
Lum, Chris, Heather Corliss, Vicky Mays, Susan Cochran, and Camillia
Lui. “Differences in the Drinking Behaviors of Chinese, Filipino, Korean, and
Vietnamese College Students.” Journal of Studies on Alcohol and Drugs. Vol. 70,
No. 4. 2009. 568 - 574. http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2696297/pdf/jsad568.pdf.
Nagasawa, Richard, Zhenchao Qian, and Paul Wong. “Social Control Theory as a Theory of Conformity: The Case of Asian/Pacific Drug and Alcohol Nonuse.” Sociological Perspectives. Vol 43, No. 4. 2000. 581 - 603. http://www.jstor.org/discover/10.2307/1389549?uid=3738824&uid=2&uid=4&sid=21101811699383.
University of the Philippines and Department of Health. “Alcohol Drinking.” 2001. http://pcij.org/blog/wp-docs/UP_DOH_Philippines_alcohol_drinking_2001.pdf.
Valbuena, Joyce. “Alcohol and media: The situation in the Philippines.” GAPA Bangkok Consultation: Alcohol in Asia. Special Issue 4. 2001. 12 - 15. http://www.ias.org.uk/resources/publications/theglobe/globe200103-04/gl200103-04.pdf.
Valbuena, Joyce. “Alcohol and media: The situation in the Philippines.” GAPA Bangkok Consultation: Alcohol in Asia. Special Issue 4. 2001. 12 - 15. http://www.ias.org.uk/resources/publications/theglobe/globe200103-04/gl200103-04.pdf.
World Health Organization. “Philippines: Socioeconomic Context.” http://www.who.int/substance_abuse/publications/global_alcohol_report/profiles/phl.pdf.
X. Sources of Other Images:
Very informative. Thank you.
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