From Sitio Pongayan to LA Presa: Transforming A Cordillera Community Through A Primetime TV Series

Abstract

"From Sitio Pongayan to La Presa: Transforming a Cordilleran Community through a Prime Time TV Series" is a video documentary and ethnographic study that examined how Sitio Pongayan, a small Cordilleran Community, was transformed into the famous La Presa because of a prime time TV Series called Forevermore (2014). Guided by the Social Construction of Reality Theory (Peter L. Berger and Thomas Luckmann) which included the three-part model by Adoni and Mane (1984), and Cultivation Theory by George Gerbner, this study was able to find some answers on how this TV phenomenon created significant community developments in Sitio Pongayan. The study also identified different relevant texts, forms, and themes that constructed meanings, experiences, and realities created by the show about Sitio Pongayan, the people, and the culture. It also gave answers on how these constructed meanings, experiences, and realities affected the community's image, the people, and Forevermore's supporters. The results also included some discussions from local leaders, residents, and experts about this TV phenomenon. Since this research only focused on how Sitio Pongayan transformed into La Presa because of a TV series, the author recommended other researchers to discover more places in the country that could be affected by media-induced community development using Development Communication approaches. There is also a need to explore and evaluate other alternative media platforms (online media), TV genres/formats, and different time slots that are relevant in creating community developments similar to what Forevermore had done.