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However, the modern period and especially the rise of Feminism have
somewhat alleviated the female condition. Finally, women began to fight for
their rights and little by little society began to recognize the inherent rights
of women to decide for themselves, to vote, to engage in intellectual
discourses, to be heard and to assert what they want to happen in their lives.
Yet, we still need to ask the question: have women truly come of age as a
social group, or are they enjoying these so-called “liberties” because the
world they live in has “allowed” them to do so?
Women only have to look around them in order to realize that they still
live in a society that is still male-dominated, and yes, women were given
“freedom” (can we really call it that?) but only to a certain extent. It is
through subtle manipulation that women are still being “socialized” into
accepting and fulfilling the roles assigned to them since time immemorial.
The Nescafe commercial is an example of how this is still happening today.
Analyze the latent message behind this ad and you will see that it is telling
women that their sole purpose in life is to live for their family and to serve
their family, for it is only by doing this that a woman would find fulfilment as
an individual. “My dream is the realization of their dream.” (Ang pangarap ko
ay matupad ang mga pangarap nila .) Are we to become domestic slaves,
foregoing our individuality and our dreams? Does society expect us to
sacrifice our hopes for the stability of the family without even as much
demanding the same commitment from men? Where is the equality in this?
Where is the recognition of our rights as women, as humans? And why is this
thought being promulgated?