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This study is a critical analysis of a local talent show entitled Pilipinas Got Talent and the ideologies it creates and propagates regarding the predominant notion of talent or talented, the manufacturing of the modern celebrity, and the representations of class within the context of globalization.

It looks into the textual elements (dialogue, actual performance, contestants’ VTRs) of the show and finds out how they produce recurrent themes that construct the predominant notion of talent or talented to fulfill the capitalist process of standardization. It also aims to expose the ways by which the show ‘remakes’ the image of the working class and the masses of the society as seekers of transformation and better lives. Lastly, it aims to prove that the advancement of working-class aspirations reaffirm certain positions of the globalization process.

The analysis is framed using Adorno and Horkheimer’s theory on the culture industry, Kellner’s concept of the spectacle, and Althusser’s theory on ideology and ideological state apparatuses. Since the analysis demonstrates that the ideologies Pilipinas Got Talent promotes are of the capitalist ethos, the study concludes that the show exists only to fulfill the ideals and principles of this oppressive system. The show primarily engages in processes of standardization, commodification and interpellation to ensure the maintenance of the existing social order. Hence, Pilipinas Got Talent is not really an avenue where one can find or display real talent as people think it is. It is just one of the mechanisms of the culture industry and the state to preserve the status quo and to safeguard capitalist interests.

Clemente, B.V. (2012). Who’s Got Talent?: A Critical Analysis of the Ideologies regarding Talent, Class and Globalization in Pilipinas Got Talent, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.


Keywords: ideology, talent, celebrity, class, globalization, standardization, commodification, interpellation

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