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Simpas, M. (2016). (Love) Team Pilipinas: An Analysis of the Mediation of Discourses Attendant in Teen Celebrity Love Team Ups in Advertisements. Unpublished Undergraduate Thesis, College of Mass Communication, University of the Philippines Diliman.

This study aims to critically analyze the discourses in local teen celebrity love team advertisements, specifically those that feature Alden Richards and Maine Mendoza, Kathryn Bernardo and Daniel Padilla, and James Reid and Nadine Lustre, and broadcasted from 2014 to 2016, and to connect these to Filipino socio-cultural values and worldviews in order to paint a picture of the social, political, and economic scene of the country in the years these commercials were aired. Through an adaptation of Norman Fairclough’s Critical Discourse Analysis (CDA) Model – using textual analysis, production analysis, and context analysis – under a lens of the political economy of media, the study discovered that society has a desire for love and a demand for kilig, prompting advertisers to deliver these materials, all while guaranteeing the achievement of their capitalist agenda. The study also discovered how people award credibility based on authenticity and relatability which proves how today’s audiences are more media literate. However, advertisers still exploit their consumers by feeding them with raw and genuine narratives while promoting their product, creating a confusion that may only work to their advantage.

Keywords: Celebrity Love Teams, Critical Discourse Analysis, Ideology

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