10

Arts
Quarter 3 – Module 1 & 2: Media-
Based Arts and Design in the
Philippines
What I Need to Know
At the end of the module, each student is expected to:
➢ Identifies art elements in the various media-based arts in the Philippines (A10EL-IIIb-1)
➢ Identifies representative artists as well as distinct characteristics of media-based arts and
design in the Philippines (A10EL-IIIa-2)
➢ Uses artworks to derive the traditions/history of a community (A10PL-IIIh-3)
➢ Creates artworks that can be assembled with local materials (A10PR-IIIc-e-1)
➢ Evaluates works of art in terms of artistic concepts and ideas using criteria appropriate
for the style or form of media-based arts and design (A10PR-IIIf-4)
In this Module, the modern techniques and trends in
photography, film, and animation design will be explored.
Most notably the talent, creativity, and quality workmanship
of Filipino artists and designers in all these fields will be
recognized and celebrated. Not only have these brought
Philippine artistry to the world’s attention, but they have
opened up an entire range of opportunities for young
Filipinos to develop and apply these talents—and earn a
living while doing so.

What I Know
Multiple Choice: Direction: Read each item carefully and shade the corresponding circle of
the correct answer in your Answer Sheet.
1. It is the recording of visible images by light action on light-sensitive materials.
A. Photography B. Film C. Animation D. Print Media
2. It is called a “motion pictures”.
A. Photography B. Film C. Animation D. Print Media
3. Referred to as the “art of film camera work”.
A. Acting
‘ B. Editing C. Directing D. Cinematography
4. He is best known as an advertising and commercial photographer, with over 40 years
of experience in this field and numerous local and international awards for his work.
A. John K. Chua B. George Tapan C. Lino Brocka D. Mike De Leon
5. She earned international acclaim at the Toronto International Film Festival. Locally,
her films are known to have been consistent winners of the Best Picture in the annual
Metro Manila Film Festival sch as Tanging Yaman, (2001), American Adobo (2002),
Santa Santita (2004), and Sa ‘Yo Lamang (2010) respectively.
A. Laurice Guillen C. Joyce Bernal
B. Marilou Diaz Abaya D. Olivia Lamasan

What’s In
The previous quarter provided an overview of the phenomenal capabilities and possibilities of
the electronic or digital media available in today’s technology driven world. These have
enabled amazingly innovative art forms to evolve far beyond traditional painting, sculpture,
and architecture. As quickly as technology is able to develop new devices, gadgets, and
techniques, modern artists and designers adapt to them to enhance their creative expression.

What’s New
A. Let’s have the following survey to assess what you have already known or have
experienced concerning photography. Write your answers in a separate paper and
submit it to your teacher together with this module.
1. Recall your experience with making and using a pinhole camera in Quarter II.
What did you learn about the process of photography through that experience?
2. Since then, have you tried using other kinds of photo-taking devices (your
mobile/android phone, tablet, and digital ‘point and shoot’ camera, DSLR
camera)?
3. What observations do you have about using any of the devices mentioned above?
4. Do you know of any famous Filipino photographers? If yes, name them.
5. How did you learn about these photographers?
B. Let’s have another survey to assess what you have known or have experienced
concerning film:
1. How often do you watch films?
2. Which films do you watch more often, foreign or local?
3. Do you go to a movie house or watch on DVD or via a downloaded film?
4. What types of movies do you most enjoy watching, and why?
5. Do you know any famous Filipino filmmakers? Name them and the titles of their
films that you have watched.
6. Recall the short videos you created in Quarter II. How do you describe the
experience of being involved in the actual process of filmmaking?
7.

What Is It
Photography
In its early stages during the late 19th century, photography was viewed as a purely technical
process of recording visible images by light action on light-sensitive materials. In fact, it’s
very name—from the Greek “photos” (meaning light) and “graphos” (meaning writing)—
states this process literally.
In comparison to the highly-regarded arts of painting and sculpture, then, photography was
not immediately considered art. But it was not long before the artistry of 20th century
photographers elevated this “light writing” to an aesthetic form in its own right.

The Photographer as Artist

 Focusing a camera at a subject and clicking the shutter is
photography as process. Discerning a significant moment or
a unique expression, framing it in the camera viewfinder
with an eye for composition, and then clicking the shutter is
photography as art. That discernment and that eye for
composition are the factors that elevate a photographer from
a mere recorder of images to an artist.

In a pictorial shoot, the photographer may position lighting,

modify the lens setting, or use filters to create an effect he or she has conceptualized
beforehand. The tools and techniques may not be those of the traditional artist, but the
aesthetic principles are the same. For today’s photographers, the process goes even further.
They may take the exposed film into a dark room or subject the digital images to their photo
editing software—and there, manipulate the images with the myriad of photo enhancement
techniques and tools currently available. Whether left untouched from the instant the image
was captured or was digitally or manually altered, the resulting photographs can be
startlingly impactful. It becomes clear how the photographer has captured the elements of
form, color, light and shadow, texture, and composition to create a true work of art.

Photography as Communication
Being a modern art form means that photography is now
viewed as being more than just beautiful. It is also
considered one of the most powerful means of
communication.
Next to the printed word, the photographic image is today’s
most important means of conveying information and ideas,
expressing emotions, even championing causes.
This power comes from two distinctive characteristics of
photography: immediacy and detail. An image recorded by
a camera has a sense of authenticity. Because the lens
captures the image objectively, the resulting photograph is regarded as ‘true to life’ and ‘of
the moment.’ At the same time, the camera takes in every detail of an image. Thus the
photograph has a sense of completeness. For these reasons, photographs are vital tools in
communication fields such as journalism, advertising, education, and even in courts of law.
They have also been used to eloquently speak out against social and political issues.

Noteworthy Philippine Photographers

The Philippines has joined the rest of the world in applying the wonders of modern
photography to every aspect of life—from personal to professional to national to global. And
with our country’s natural beauty, a number of local photographers have taken on the
Philippines and our people as a major focus of their lenses.

Among these are:

• George Tapan
• John K. Chua
• Manny Librodo
• Members of the Federation of Philippine Photographers Foundation (FPPF)
 George Tapan is an award-winning travel photographer who has
won two Pacific Asia Tourism Association (PATA) Gold awards,
an ASEAN Tourism Association award, and first place in the 2011
National Geographic Photo Contest. His highly acclaimed work
has been published in five travel photography books.

Other photos by George Tapan

All images: www.rappler.com

John K. Chua is best known as an advertising and commercial

photographer, with over 40 years of experience in this field and
numerous local and international awards for his work. At the same
time, he has applied his photo artistry to showcasing the beauty of the
Philippines.

image:
adphoto.com.ph

Snake Island, Palawan Gulf of Davao

Film
Another art form which has risen to tremendous heights within the last
century is film or cinema. As its early name “motion pictures”
declared, film brought yet another dimension into play—that of
moving images. The possibilities of this medium created a new art
form that was to become a powerful social and economic force, and a
legacy of the 20th century to the world.
A Technology-driven Art
Cinema, just as all modern arts, has been greatly
influenced by technology. In the case of cinema, however,
it is an art form that came into being because of
technological advances. The transition from still
photography came in the late 1800s with “series
photography” and the invention of celluloid strip film. This
allowed successive still photos of a moving subject to be
captured on a strip of film advancing through a single
camera. This was the seed of the highly-advanced film medium we enjoy today.

The need to view these moving images led to rise of the Kinescope, a peepshow cabinet with
an eyehole through which these earliest “movies” could be viewed one person at a time. A
motor inside the cabinet moved the film strip along in a loop, with an electric bulb providing
illumination from beneath.
In the meantime, European and American inventors were providing one technological
advancement after another. The French developed the “cinematographe,” a handcranked
camera, printer, and projector all in one that was lightweight enough to bring outside the
studio. By 1901, the earliest motion pictures were rapidly progressing from one-scene, studio
films to multiple-scene narratives filmed outdoors. Driven by these and many more advances,
the art aspect of filmmaking was born.

The Collaborative Art of Filmmaking

Filmmaking, because of its technical complexity, involves entire teams of artists, writers, and
production experts, supported by technicians taking charge of the cameras, lighting
equipment, sets, props, costumes, and the like—all under the supervision of a film director.

Film directing - It is the director, like the painter and sculptor in traditional art, who
envisions the final effect of the film on its viewers, visually, mentally, and emotionally.
While the painter and sculptor work with physical materials, the film director works with
ideas, images, sounds, and other effects to create this unique piece of art. He or she
conceptualizes the scenes, directs the acting, and supervises the cinematography and finally
the editing and sound dubbing in much the same way as a visual artist composes an artwork.
Clearly, however, the director does not do all these alone.

Through the years, the complexity of filmmaking gave rise to numerous allied arts that did
not previously exist.

Acting - First and foremost, there was the art of acting for film. With live theater as the only
form of acting at that time, film actors had to learn to express themselves without the
exaggerated facial expressions and gestures used on stage. With the addition of sound in the
1930s, they then had to learn to deliver their lines naturally and believably.

Cinematography - Behind the scenes, there was cinematography or the art of film camera
work. This captured the director’s vision of each scene through camera placement and
movement, lighting, and other special techniques.
Editing - This was joined by film editing, the art of selecting the precise sections of film,
then sequencing and joining them to achieve the director’s desired visual and emotional
effect. Sound editing was also developed, as films began to include more ambitious effects
beyond the dialogue and background music.

Production/Set design - Underlying all these was the art of production and set design. This
recreated in physical terms—through location, scenery, sets, lighting, costumes, and props—
the mental image that the director had of how each scene should look, what period it should
depict, and what atmosphere it should convey. This included creating worlds that did not
exist as well as worlds that were long gone, designing each production component down to
the very last detail.

Again, all these allied arts were made possible through the advances of modern technology.
From cumbersome machines that could barely be moved, today’s highly sophisticated
cameras and accessories can handle even the most demanding camera work. From the era of
silent films, today’s films incorporate a vast range of voice, music, and sound effects to suit
an ever-widening array of film genres. From manual rendering, today’s animated films use
the awesome capabilities of computers to amaze moviegoers of all ages.

Film Genres
The public response to motion pictures was immediate and enthusiastic. From makeshift
nickelodeons (movie theaters charging a nickel for entrance) in 1904 to luxurious “dream
palaces” for middle class moviegoers by 1914, public showings of movies were a big hit.
With World War I was over and the establishment of Hollywood as the center of American
filmmaking in 1915, the movie industry was on its way to becoming one of the biggest and
most influential of the century. With financial success came the
rush to release more and more films, in an ever-wider variety—
leading to the many film genres we know today.
First there were the silent films starring Charlie Chaplin, and the
“slapstick comedy” films of Buster Keaton and later Laurel and
Hardy. With sound still unavailable, these films relied on purely
visual comedy that audiences found hilarious. Then, there emerged
the gangster movie genre as well as horror and fantasy films that
took advantage of the sound technology that was newly available
at that time.
Charlie Chaplin in
A Dog’s Life, 1918

Sound plus color then allowed for further development of animated feature films, as well as
what became the major American genre of the 1930s—the movie musical. Here, the
spectacle of theater productions was brought to the movie screen, incorporating singing,
dancing, and elaborate production numbers enhanced by emerging film techniques.

Further developments in cinematic and sound technology led to even more genres: war and
disaster films, westerns or “cowboy movies,” thrillers or suspense films, historical or
biographical films, film epics, and film adaptations of literary classics. In a similar way, the
tremendous advances in computer technology in recent decades have fueled the rise of
futuristic or science fiction (sci-fi) films, as well as special effects movies featuring live
actors, animated characters, or live actors and animated characters together.

Documentary films, a non-fiction genre, were made using real-life footage as well as file
materials, in many cases to present an issue. Finally, a special genre known as art films
(“indie” or independent films) caters to a small group of viewers and critics, consciously
concerned with the artistic merits of a motion picture.

Philippine Filmmakers
In the Philippine film scene, the American influence was evident in the pre-World War II and
Liberation years with song-and-dance musicals, romantic dramas, and comedy films.
Beginning with the turbulent 1970s, however, progressive Filipino directors emerged to make
movies dealing with current social issues and examining the Filipino character. Among them
were Lino Brocka (Tinimbang Ka Ngunit Kulang, 1974); Maynila, Sa Mga Kuko ng
Liwanag, 1975), Mike de Leon (Itim, 1976; Sister Stella L, 1984; Bayaning 3rd
World, 1999), Ishmael Bernal (Himala, 1982), and Peque Gallaga (Oro, Plata, Mata, 1983).

Outstanding female directors have likewise made their mark in Philippine cinema. Among
them are Laurice Guillen and Marilou Diaz Abaya.
Laurice Guillen’s Salome (1981) earned international acclaim at the
Toronto International Film Festival. Her more recent films, such as
Tanging Yaman, (2001) which won Best Picture in the Metro Manila
Film Festival, American Adobo (2002), Santa Santita (2004), and Sa ‘Yo
Lamang (2010), all gained her recognition among the current generation
of Filipino moviegoers.
 Marilou Diaz Abaya captured the attention and respect of the viewing
public with powerful films such as Jose Rizal (1998), perfectly timed for
the centennial celebration of Philippine independence; Muro-ami (1999),
which bravely exposed the deadly practice of using child-divers to pound
for fish in the Philippines’ coral reefs; and Bagong Buwan (2001), which
dealt with the human cost of the Muslim-Christian conflict in Mindanao.

Crossing over easily between projects for television and for the big screen is veteran film
director Maryo J. delos Reyes. The heartwarming drama film Magnifico won for him the
Best Director distinction at the 2003 FAMAS Awards and garnered other local and
international film awards as well. Delos Reyes continues to be active in both film and
television media, having become known for well-loved teleseryes (television drama series).

Maryo J. Delos Reyes Magnifico, 2003

Another Filipino film director who has

brought the country to the cinema
world’s attention is Brillante Mendoza.
Mendoza was originally a production
designer for films, commercials, and
music videos, and started directing films
in 2005. But in just four years, his film
Kinatay (The Execution of P) won for
him the Best Director award at the highly
prestigious Cannes Film Festival of 2009.
Animation
In recent decades, a whole new career opportunity has emerged for creative Filipinos via the
field of animation. In fact, Filipino animators have been involved in the creation of some of
the best-loved—and technically challenging—animated feature films produced in the last few
years. Among these are Toy Story, Up, The Incredibles, Monsters University, Cars, Finding
Nemo, Planes, Brave, Shrek, Kung Fu Panda, and more. Such recognition of Philippine talent
abroad has, in fact, spurred the development of the local animation industry as well.

Animation Council of the Philippines

The Animation Council of the Philippines, Inc. (ACPI) is a non-stock, non-profit
organization that aims to create an identity for the Philippines within the animation industry,
making it one of the preferred sources for animation services worldwide. The organization
works hand in hand with participating colleges and universities, the Technical Education and
Skills Development Authority (TESDA) and other government agencies, and local
government units to develop animation as a promising career option for Filipinos. In 2013,
TESDA and ACPI began offering 2D and 3D Animation Scholarships to interested high
school graduates, between the ages of 18 and 45.

The showpiece of the ACPI is Animahensayon, an annual festival and competition featuring
the works of Filipino animators. Apart from this major project, the ACPI grants the annual
“Outstanding Emerging Artist in Animation Award” for outstanding young and fast-rising
cartoonists and animators in the country. It also confers the Animahenasyon's “Lifetime
Achievement Award” on notable animators and other contributors to the Philippine
animation industry.

Philippine Animation Studio Incorporation

The Philippine Animation Studio, Inc. (PASI) was established in 1991 and has since
collaborated on numerous animation projects and series with foreign partners. Among these
have been Captain Flamingo, Producing Parker, Groove High, and Space Heroes Universe.
For this last cartoon, PASI was tapped by a children’s entertainment company based in
Sydney, Australia and went on to win the Best Animation Category in the 2012 Pixel
Awards.
Among the other exciting milestones in the fast-emerging
Philippine animation industry was the creation in 2008 of
Urduja, an animated film adaptation of the legend of the
warrior princess of Pangasinan. Produced by APT
Entertainment, Seventoon, and Imaginary Friends,
Urduja is recognized as the first fully-animated Filipino
film, created by an all-Filipino group of animators using
the traditional (hand-drawn) animation process with
some 3D effects. The characters were voiced by an
allstar cast of actors from Philippine cinema and
television, with the screenplay written in Filipino.

Also released in 2008 was Dayo: Sa Mundo ng Elementalia, said to be the country’s first
alldigital full-length animated feature film. Produced by Cutting Edge Productions, the film
presents Philippine mythical creatures as heartwarming characters in a young boy's
adventure. The production involved over 500 local animators and featured a “tra-digital
animation” technique. Its characters were rendered in 2D animation, while the backdrops
were created using 3D animation. Dayo was also the first ever animated movie to be screened
during the Metro Manila Film Festival, as it was entered in the 34th MMFF in December
2008.

What’s More
“What’s in a Collage?”
1. Using a simple cellphone with camera, take pictures (a minimum of 3) that showcase the
traditions of your community.
2. Assemble these pictures to form a collage.
3. Use local materials for the artistic value of your collage. (You may use any materials
found right in your surroundings)

What I Have Learned

Answer the following questions in sentence/paragraph form. Copy the questions and write
your answers on a separate sheet.

1. How does technology contribute to the development of an art like photography?

2. What special talents and skills does a photographer have that make him or her artist?
3. What qualities make photography such a powerful communication tool?
4. Why film director considered an artist?
5. What role does animation play in the various media you see daily?
6. How do you think animation can be an effective medium of promoting awareness
among young Filipinos about Philippine history, literature, and folk lore?
7. How can media-based arts help promote better appreciation of one’s local traditions
among students?
What I Can Do
Photography: “Images with a Message”

1. Prepare any available device for taking photographs (point-and-shoot camera, DSLR
camera, mobile phone, android phone, and tablet).
2. Think of your own themes such as:
People/Personalities
a. Our School d. Humor
b. Nature e. Other
c. Insights

3. Take photographs according to your chosen theme. Select at least three (3)
photographs taken that best capture the theme.
4. Print the photo on letter-size bond paper (8 ½” x 11”).

Rubric for Scoring for Photography

MEETS MOST MEETS LITTLE OR NO
STANDARDS MEETS CRITERIA POINTS
CRITERIA CRITERIA

ELEMENTS OF 25-19 POINTS 18-13 POINTS 12-0

COMPOSITION Photographs Photographs demonstrated Photographs demonstrate little
25 POINTS demonstrated a strong adequate understanding of or no understanding of the
understanding of the elements of elements of composition.
placement and use of composition. Some Photos look more like
the elements of attempts were made to try snapshots with little
different angles of his/her
composition. Student consideration to angle or
subject but did not fully
selected dynamic subject.
accomplish the task.
angles with
consideration to his/her
subject.

CONTENT/THE 25-19 POINTS 18-13 POINTS 12-0 POINTS

ME/ORIGINALITY • Photo thoroughly • Photo somewhat address • Student did not submit
25 POINTS address the theme, the theme the task
topic or subject • Tells a story related to • Weak connection to the
• Tells a compelling the designated theme, topic, or subject
story related to the theme/topic • Difficult to ascertain
theme • Some evidence of theme or subject
• Thorough evidence originality or creativity • Vague story and limited
of originality or in relation to the theme evidence of originality
creativity or creativity

“Film Viewing”
1. Watch one Filipino film by a director discussed in the Learner’s Materials - 5-minute
excerpt.
2. Watch one American/foreign film - 5-minute excerpt. (Note: If the foreign film is not in
English, a version with English subtitles should be used.)
 3. After both film viewings have been completed, compare and contrast the qualities you
observed in the Filipino and the American/foreign films that make each one unique base
on:
a) title
b) director
c) year
d) lead characters and the actors who played them
e) film genre
f) specific scenes or techniques that show the art of filmmaking

Rubrics for Scoring Film Critiquing

(Approaching
(Proficient)
Categories (Advanced) 10 proficiency) 6 (Developing) 4
8

Critical Student’s comments Student’s ideas show Student’s ideas are Student’s ideas do
thinking are in depth and show evidence of critical short and shallow. not show evidence of
evidence of critical thinking. critical thinking.
thinking.

Content and Establishes strong Establishes Establishes limited Establishes very

relevance of connection between acceptable connection between limited connection
the answer the answer and the connection between the answer and the between the answer
given activity and the answer and the given activity and and the given
comprehensive idea given activity and the given activity and very
relevant to the topic. comprehensive idea satisfactory content little content of the
relevant to the topic. of the response response given.
given.

Neatness Student’s work is very Student’s work is Student’s work Student’s work do
neat and clean. neat and clean. needs refinement. not show neatness.

Highest Possible Score: 30/30

Assessment
Identification: Answer the following questions
1. What two Greek words are the origins of the term “photography”?
2. Name the two well-known Filipino photographers presented in these sessions.
3. Known for its early name “motion pictures”?
4. Who envisions the final effect of the film on its viewer’s visually, mentally, and
emotionally?
5. It was established in 1991 and has since collaborated on numerous animation projects
and series with foreign partners.

True or False. Read the statements carefully. Write TRUE if the statement is correct. Write
FALSE if the statement is incorrect. Write your answers on a separate sheet.
 6. Filipino animators have been involved in animated feature films such as Toy story,
UP, The Incredibles and many more.
7. The ACPI means American Council of Photography Inc.
8. Film making involves the entire team of Artist, Writers and Production experts.
9. In 1984, Lino Brocka directed the film Sister Stella L.
10. Focusing a camera at a subject and clicking the shutter is photography as process.

Additional Activity
Group Work

Get to Know More Filipino Pride

Form a group (3-5 members). Search in the internet for more outstanding Filipinos other than
those mentioned in the module who made names in the filed of photography, films and
animation both here and abroad. Make a short profile of themselves and share this to your
classmates by posting it in the designated FB Group Chat of the class. Keep the original copy
as part of your portfolio.