electricity in pula: good or bad?

Sitio Pula in the mountains of Asipulo, Ifugao*, which has gone without electricity for years, will reportedly have electricity in a few months.

The news has been met with different reactions. There is anticipation, if not relief, and maybe even eagerness from the residents. This opens up a whole new world for them -- of lights, more appliances, and radio and television programs. Already, one of the women we spoke with is certain that early bedtimes will become a thing of the past for her family, as they will most likely spend their nights watching TV.

On the other side of the spectrum, those who have visited or lived in Pula think that electricity may not necessarily be a good thing for the community.

"It will take away some of the charm," a volunteer said.

"You'll see the effects of electricity -- good and bad. I guarantee it," said another.

Now no one ever talks about the dangers of owning and running electrical lights, refrigerators, or even carpentry equipment. So quite obviously, the concern stems from the perceived negative effects of television and radio on the quiet little community.

media consumption
According to the National Statistics Office 2003 Functional Literacy, Education and Mass Media Survey (FLEMMS), the Cordillera Administrative Region (CAR), of which Ifugao Province is a part, has a functional literacy rate (able to read, write, compute, and comprehend) of 85.4%. CAR also has a high proportion of population vis-a-vis college education, second only to the National Capital Region (NCR).

Despite the encouraging figures, Pula is not teeming with newspapers and magazines; the nearest place to buy a newspaper is the capital town of Lagawe or even Kiangan, both about an hour away. In the 2003 FLEMMS, CAR showed one of the lowest rates of frequency of newspaper reading. Only 51.1% of the population in CAR relied on newspapers for knowledge and information. Radio was the most popular medium at 69.9% -- the highest number of radio listeners anywhere in the country -- while television registered only 53.3% -- not surprisingly, the lowest.

If the literacy rate in CAR is so high, why are the people listening to radio and watching TV more than reading newspapers? Their media preference might be a result of media infrastructure more than anything. Limited accessibility -- especially of Asipulo -- makes newspaper delivery difficult. On the other hand, the region as a whole has the advantage of geographic height, making it able to receive radio signals clearly.

an electrified pula
With electricity, the stillness that envelopes Pula will most likely be punctured by blaring stereo, radio, and TV sets.

Media exposure will undoubtedly continue to be heavily slanted towards radio and TV. This means faster availability and more effective delivery of news and information, which are so important to remote communities.

But -- and especially for TV -- this also means exposure to imported telenovelas, noontime variety shows, showbiz gossip, and programs with violence and sex.

These programs do nothing to support the Ifugao way of life or reinforce traditional values and ideals. In fact, it would be accurate to say that, with media's tendency to be Manila-centric, the Ifugao are underrepresented in TV and radio.

Would this be the end of a way of life? Only the people of Pula can say.

Without electricity, Pula has stayed disconnected from the rest of the country for years. It has kept their way of life intact, and their culture pure. But no one has the right to impose that this community community without electricity and its conveniences forever.

Exposure to TV and even radio programs may very well be an imposition of non-Ifugao culture on Pula. But for Pula residents, having electricity means being connected through TV and radio to life outside Asipulo and Ifugao. Good or bad, it is something that can't be avoided.

All we can do is hope that Ifugao culture and traditions are strong enough to withstand the introduction and intrusion of media and Manila-centric culture.

* I first wrote about Asipulo, Ifugao here.