By Marjorie Gorospe
INQUIRER.net

MANILA CITY, Philippines — Christmas will be brighter in Metro Manila figuratively and literally as the Meralco Corp. once again launches the annual ‘Maliwanag ang Pasko’ campaign in Manila Cathedral.

Maliwanag ang Pasko is known to give recognition to the households and churches that embrace the tradition of lighting up every Christmas with their most creative display of lights and decors.

This year, the project is themed as “Campaign of Hope,” as Meralco hopes everyone to share hope and brightness in their communities by lighting up for Christmas.

The word “share” is emphasized since the winners for the best decoration will be given the chance to grant donations to orphans of their choice, allowing the winners to share their blessing to those in need.

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By Anna Valmero
Inquirer.net

The transience of the live theater makes it special and unique. Watching a two-and-a half hour stage performance of ‘Ibong Adarna’ at the AFP Theater is an invigorating experience to the senses as actors portray live the triumphs and tribulations of each character, bringing flesh and blood to the story.

All of us are required to read Francisco Baltazar’s ‘korrido’, as it was one of the required readings in the secondary level. Back then, I thumbed back and forth from one chapter of the book to the glossary and back, to work my way with the archaic Filipino ‘korrido’ verses. As I look back, I wished I had watched this kind of performance then. Luckily, I sat with thousands of high schools to watch the play last October 5.

Though I knew how the story would go, I sat expectantly from the start until the show ended. In terms of the technicalities, I would say the performers, stage crew and the director of the play did a good job. While remaining faithful to the material, the play has injected modern elements to appeal to the young audience.

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HERE’S a thought-provoking article that I stumbled upon — “Retro hits and myths” from The Courier-Mail.

The article talks about “newstalgia.” Here’s an excerpt:

Gadgets and gizmos from the last decades of the 20th century are also, with a little spin and innovative campaigns, being sold as both history and future to audiences of all ages again and again. Mickey Mouse pyjamas, Bugs Bunny and Mr Men T-shirts, Strawberry Shortcake cartoons, more superheroes, “classic” cars, rock and pop music (on vinyl, CD or live), furniture and clothing. The list of popular Generation X products and brands, their associated characters that are being recycled and the ideologies they represent is almost endless.

It’s called “newstalgia”: that is, making something old original again by reinventing it for the contemporary consumer. Both a movement and a marketing strategy, it’s corporate gold. It’s not simply the stories and what they symbolise in terms of revisiting the ghosts of childhood past, but the opportunities for some cross-generational bonding that they embody as well that make them so successful.

Playing on the sentimentality of those who grew up with specific characters, brands, values and ideas, while attracting a fresh, young audience who listen to the adults in their lives waxing lyrical about them, businesses are turning shared trips down memory lane into lucrative whimsy. Through retro-chic, they’re giving us a chance to take a stroll down sentimental street and embrace a form of retro-worship while milking a very profitable cash cow.