change has arrived – PDI uses the word “fuck” on its front page, a first in PHL journalism

today, June 3, 2016 is a news day in the philippines. you may not feel it yet but you can certainly read it off at today’s issue of the Philippine Daily Inquirer.

for the first time in this country’s history and history of Philippine journalism, a national newspaper has used the word “fuck” on the title of an article on its front page. no bleeps, no asterisks but good old, plain “fuck” in all it’s four letter glory.

not only was it used on the front page, it was used on the second lead article in the newspaper, right below the lead article for the day.

beyond the initial shock or glee from reading the word on the newspaper, we think there is a deeper reason for its use.

we are describing it as poetic. in simple terms, it can be described as PDI is making a point here.

first the poetry in today’s PDI issue – look at the whole front page. top of the page is a big photo of outgoing president Noynoy Aquino beside the losing LP presidential candidate and Aquino’s cabinet members having wholesome fun on the videoke.

from that giant wholesome picture, right below it is the headline: “Seek to understand Duterte, aides urge” accompanied by a photo of Duterte here he seems to be smirking and close to looking arrogant and below it the magic word “fuck” in the article “Don’t fuck with me, he tells media”. then on the far left is the article explaining the wholesome picture on top of the newspaper “P’noy. Mar lead LP in singing blues away”

next, we think all that was intentional. it was designed and laid out that way with exact purpose. these are the messages :

• draw  contrast between the outgoing and incoming presidents of the country
• the outgoing president ad administration is all about fun and wholesome
• the incoming president and administration of Duterte is all about “fucking” (“we are all fucked”?)
• if not that, well at least the incoming president Duterte is not wholesome
• the big irony of it all is that as the headline says, we are supposed to “understand” the incoming president

the contrast that PDI painted is clear, done in words and pictures that we all understand even if we didn’t think about it too much. it is obvious and plain to see.

but none of this is PDI’s fault – they are just giving it to us in words and pictures the thoughts that we have been suspecting specially in the past few days if not thoughts we have known all along and all that based on actual words and actions by Rody Duterte.

PDI’s front page just might be the signs of the times. and the sign starts with the word “fuck”.