Abstract:
This study was conducted to determine the effectiveness of locally produced movies and music videos in preserving local languages. Specifically, it aimed to enumerate the messages that the film makers intend to convey to the viewers; Find-out if the local movies and music videos taught the respondents to speak local languages; Gather the respondents’ perceptions towards the locally produced movies and music videos in terms of message and its being locally produced; and Gather the respondents’ perceptions towards the locally produced movies and music videos in terms of message and its being locally produced.
This study was conducted from September to January in the seven purposively chosen Municipalities of Benguet (Kapangan, Tublay, Tuba, Itogon, Buguias, Mankayan, and La Trinidad). There were 10 randomly chosen respondents in each municipality using guide questions and interview schedules.
Since majority of the respondents who watch local movies and music videos are young adults and students (ages 20-39), the situation itself implies that, indeed, local movies and music videos helped to preserve local languages.
The local producers in promoting local movies and music videos with cultural, moral, and spiritual messages in their works show their support in the preservation of Cordilleran language, intro changes and challenges in perception.
The study concludes that the socio-demographic profile of the respondents affected their language preferences and perceptions towards locally produced movies and music videos; moral values and spirituality is the main message of the key Informants, their indirect messages are the use of local language and culture appreciation; local movies and music videos became learning materials for language learning and reinforcement; respondents perceived local movies and music videos as an effective way of learning and entertainment; the importance of local languages in the production of local movies and music videos is that it helps the producers enhance their strategies and implies wider understanding for the viewers. It can be said that locally produced movies and music videos has preserved local languages.
The study recommends that a study should be done on the marketing and business aspect of producing local movies and music videos; own local language should be practiced inside and outside the homes; and duplication and digitization of high quality recordings in an archival forms should be done.
