Sharon's Noranian Turn: Stardom, Embodiment, and Language in Philippine Cinema
Sharon's Noranian Turn: Stardom, Embodiment, and Language in Philippine Cinema Bliss Cua Lim Discourse, Volume 31, Number 3, Fall 2009, pp. 318-358 (Article) Published by Wayne State University Press For additional information about this article http://muse.jhu.edu/journals/dis/summary/v031/31.3.lim01.html Access Provided by University of California @ Irvine at 11/09/10 7:10PM GMT Sharon’s Noranian Turn: Stardom, Embodiment, and Language in Philippine Cinema Bliss Cua Lim Writing in 1965 under the pseudonym Quijano de Manila, National Artist Nick Joaquin vividly describes an era when the decline of the great Philippine film studios spawned an unbridled “star system still in apogee.” In the 1960s, star worship fuels the popular cinema and feeds “the avarice of the independent producer.” The middle- class lament that mainstream Filipino movies are hardly “quality” pictures, Joaquin writes impatiently, misses the point: “The movie fans crowd to a local movie not because they expect a sensible story or expert acting or even good entertainment”; instead, they go to the movies to see the stars they adore—action film kings Fernando Poe Jr. and Joseph Estrada, glamour goddesses Amalia Fuentes and Susan Roces. “Our movie idols remain idolized, whatever the quality of their vehicles, as long as they remain impossibly young, impossibly glamorous, impossibly beautiful”1 (figure 1). This is a form of star worship that, in its emphasis on an unrealizable world, ends by preventing audience identification. The spectatorial plea- sures offered by the star system of the early to mid-1960s, Joaquin argues, are not driven by identification but by wonder, idolatry practiced from afar.
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