Corporate Social Responsibility Defined
Corporate Social Responsibility goes beyond charity and requires that a responsible company take into full account its impact on all stakeholders and on the environment when making decisions. This requires the company to balance the needs of all stakeholders with its need to make a profit and reward shareholders adequately…. This holistic approach to business regards organizations as (for example) being full partners in their communities, rather than seeing them more narrowly as being primarily in business to make profits and serve the needs of their shareholders. [source]
And more: Corporations that create the appearance of acting responsibly just for its public relations value are said to be “greenwashing.”
The Issue at Hand
Did GMA-7 calculate the risk and by finding the clause any resemblance to real persons or groups in fiction is purely coincidental as a sufficient safety net, proceeded to shoot and show a script depicting an ‘undocumented Cordilleran tribe’ as an object of ridicule? Did they consider that the Igorot market is negligible when it comes to affecting the bottom line so it was OK to make fun of them?
Context
Let us put this into context. I will speak of Marky Cielo and StarStruck, Asian Treasures and stereotypes or TV representations.
Marky Cielo and StarStruck:
The Quest for New Markets and Cheap Talent
StarStruck 3 was a reality show that got its contestants from around the country. Reality shows have become vogue because they are comparatively cheap to produce and some of the contestants become instant celebrities. Since these raw talents cannot command a high talent fee at the start, they are a bargain. Marky Cielo became the Ultimate Survivor of this reality show and part of the prize that he got was a contract with GMA-7 stipulating that he will be part of some of the network’s shows. Cielo is now part of the currently showing Asian Treasures.
Since each StarStruck 3 contender represented a region of the Philippines, the show was an opportunity to attract new viewers from these identified markets. Viewers were encouraged to support the contenders that represent there respective hometowns. Cielo represented Mountain Province and was vocal about his being an Igorot.
So after the show, GMA-7 was able to capture a small percentage of Igorot viewers who would understandably be watching shows where Marky Cielo would be part of the cast.
Asian Treasures:
Problematizing History
Asian Treasures is a TV show that pretends to be historical. It is a localized version of National Treasure and the Da Vinci Code. The mythical treasure amulets of the equally mythical 10 datus were scattered everywhere and the lead characters were tasked to find these treasures. According to the story, the KKK, Rizal and Bonifacio were involved in hiding these treasures.
One of the amulets were entrusted to an undocumented Cordilleran tribe. See screen capture by Jeffer.
This episode was the same one where the character played by Marky Cielo was introduced.
So the small group of viewers who were eager to watch Marky Cielo got to watch the ax- and spear-wielding war- and soot-painted warriors, too.
Fact, Fiction and Stereotypes
Betrayal
