CELEBRITY ORIGINS AND NATIONAL IDENTITY ON CELEBRITY

WORSHIP

An Undergraduate Thesis Presented to the Faculty of

The Psychology Department
College of Liberal Arts and Communication

In partial fulfillment of
the Requirements for the Degree of
Bachelor of Arts in Psychology

By

Daniel E. Dimanahan
Jeremiah-Gabriel L. Calasara
Mark Kenneth D. Oliva
Rique Maximillian T. Castro

2
October 2015

Approval Sheet

This undergraduate thesis entitled Celebrity Origin and National

Identity on Celebrity Worship written by Daniel E. Dimanahan, JeremiahGabriel L. Calasara, Mark Kenneth D. Oliva, Rique Maximillian T. Castro in

partial fulfillment of the requirements for the degree of Bachelor of Arts in

Psychology, has been examined and was recommended for acceptance and
approval for oral defense.
______________________________
James Philip Ray V. Pinggolio, RGC
Adviser

Thesis Review Panel

Approved by the committee on Oral Examination with a grade of 4.00.

________________________

________________________

Claribel L. Amihan, MA

James Philip Ray V. Pinggolio, RGC

Panel Member

Panel Member

________________________
Silfa C. Napicol
Panel Member
Accepted and approved in partial fulfillment of the requirements for the
degree of Bachelor of Arts in Psychology

____________________________________
Christian George C. Francisco, PhD

Dean, College of Liberal Arts and Communication

3

TABLE OF CONTENTS
Acknowledgement

ABSTRACT

CHAPTER I
INTRODUCTION

Introductory Statement

Review of Related Literatures

Conceptual Framework

20

Statement of the Problem

20

Statement of the Hypothesis

21

Scope and Definition

21

Significance of the Study

23

CHAPTER II
RESEARCH METHODOLOGY

24

Research Design

24

Participants

25

Sampling Procedure

25

Instruments and Materials

26

Procedures

27

Analysis

29

Methodological Limitations

30

CHAPTER III
RESULTS

31

Celebrity Origin and National Identity on Celebrity Worship

32

Correlation between Celebrity Preference and Celebrity Worship

33

Correlation between National Identity and Celebrity Preference

34

Celebrity Origin and National Identity on Celebrity Preference

35

CHAPTER IV
DISCUSSION

37

General Discussion

37

Research Finding 1

39

Research Finding 2

40

Research Finding 3

43

Conclusion

47

Implication

48

Limitations and Recommendation

50

References

52

Appendices

59

5
Acknowledgement
The researchers wish to express their utmost gratitude to the following
individuals for their assistance and undying support:
Their parents whose financial, spiritual, and moral support inspired them
to persevere and work toward the goal of completing this study;
Their professors in the Psychology Department of De La Salle UniversityDasmarias who taught them the basic principles of Psychology which helped
them understand the intricacies of the human mind;
Their thesis professors, Sir Darren E. Dumaop, for guiding them in
choosing a proper research topic and for helping them with his expertise in
Psychological Statistics, and Ms. Claribel Amihan with her expertise in thesis
writing and for her inspiring words;
Ms. Roslyn de Ala, for helping them validate their own version of the
National Identity scale;
Their thesis adviser, Sir James Pinggolio, for his assistance, patience, and
unfailing help in the completion of this thesis;

All the First year students of AB and BS Psychology, for their

participation in their experimental sessions and for their patience and cooperation
which provided the researchers with the needed data to complete the study;
Mr. Jayvee Robias, for answering the researchers questions in accessing
the National Identity scale developed by the late Dr. Maria Luisa Doronilawhich
he used for his groups undergraduate thesis. Although the researchers were not
able to access the scale, it inspired them to generate their own.
All the researchers whose valuable findings and scholarly opinions from
their articles and researches which were cited in this study helped scrutinize and
support the hypotheses.
And above all, to Almighty God, who through the intercession of Our
Lady of the Pillar and of St. John Baptist De La Salle, gave them the wisdom,
knowledge, and the strength to continue despite the many hurdles, troubles, and
struggles they faced.

7
ABSTRACT

This Experimental study tested the effects of Celebrity Origin and

National Identity on Celebrity Worship. The researchers gathered eighty-four (84)
first year AB and BS Psychology students from De la Salle UniversityDasmarias to participate in the study. The participants were first asked to take
the National Identity Scale, which was developed by the researchers, in order to
measure their National Identity Levels. After obtaining the results from the scale,
the participants were divided into two groups: the first group which consisted of
participants with High National Identity, and the second group which consisted of
those who had Low National Identity Levels. Afterwards, the groups were then
further divided into four groups according to the Origin of the Celebrity which
they will be exposed to (i.e. Local Celebrity-High National Identity, LocalCelebrity-Low National Identity, Foreign Celebrity-High National Identity, and
Foreign Celebrity-Low National Identity). The participants were exposed to
different videos of the Celebrity which was assigned to them. After presenting the
videos, the participants were asked to answer the Celebrity Attitude Scale (CAS).
The results were tested through Two-way ANOVA and showed that between the
two (2) factors, only the National Identity has a significant effect on Celebrity

Worship. It was also found out that Celebrity Preference was significantly
correlated with Celebrity Worship.
8
CHAPTER I
INTRODUCTION
National Identity and Celebrity Worship are two of the many topics being
studied by researchers working on different fields. Both are present in different
societies, especially in the Philippines. National identity, for instance, is a widely
discussed topic in the country. It is a commonly held belief that patronizing local
products and admiring and supporting local artists or celebrities working in the
international scene are marks of Filipino identity. Whereas, admiring artists or
celebrities from a foreign country by a Filipino is usually considered a mark of
colonial mentality which is seen as a threat to Filipino culture (Braunlein, 2014;
Okazaki, David, &Abelmann, 2008). This admiration, which is a mark of colonial
mentality, can be seen and observed through the behaviors of Filipino individuals
such as the adherence to foreign music, movies, products, lifestyles, and many
more. One possible factor of why individuals are obsessed towards celebrities is
the media and market forces (Swami,Chamorro-Premuzic, Mastor, Siran, Said,
Jaafar, Sinniah, & Pillai, 2011). The media, through the use of different channels
such as television, radio, and internet, can promote different celebrities. Since
most individuals are focused to the media, they are being informed of the different
celebrities shown through the media. Ashe & McCutcheon (2001) once cited that

9
Parasocial relationship is a relationship between the audience and celebrities in
which the audience has an Imaginary relationship but the relationship is not
reciprocal for the celebrities. By this, individuals can be attracted to different
celebrities. In the Philippine setting, it is seen that most foreign celebrities are
being shown in the media which could be a factor for the preference towards
foreign celebrities.
The objective of this experimental study is to determine the possible
significance between National Identity and Celebrity Worship, and the possible
relationship in National Identity and Celebrity Worship between Local and
Foreign celebrity preferences. The participants for this study will consist of
Filipino adolescents and young adult college students since they are in the
developmental stage where they are more prone to admire celebrities in order to
develop their identities (Maltby, Day, McCutcheon, Houran, & Ashe, 2005).
Review of the Related Literature
National Identity
National identity is a strong and essential part of society since it serves as
a motivation for people of a society to influence movements in order to increase it
(Andersen, 2001). Being part of a group, specifically a social or ethnic group, is
an important part in forming identity. In-group attitudes toward out-group
attitudes have been observed to be intolerant and prejudiced. Moreover,
nationalistic attitudes by the in-group may cause hostility and intolerance to those
who are part of the out-group. This is seen as an expression of the in-groups

10
loyalty toward their ethnic identities (Corkalo&Kamenov, 2003). It has been
stated that persons exposed to cultural symbols of their own country are said to
have primed cultural thinking than those persons who were exposed to cultural
symbols of a different country (Galang, Quinones, Adriano, Carvajal, & Portillo,
2013). Media, such as newspapers containing news related to national issues, may
heavily influence national identity (Andersen, 2001).
Forming identity is important for many Filipinos. Origins, cultural roots,
language, and awareness are all said to form a Filipino identity. It has also been
accepted that being Filipino includes acceptance of being identified and having
pride for being one, and expressing recognition, acceptance and empathy for
fellow Filipinos (Yacat, 2005). Filipinos exhaust many ways in order to boost
nationalism and express their national identity as Filipinos. Methods in forming
identity include forming kinship ties in the home, recognition of national symbols
such as the national flag, and appreciation for local recognitions and performing
duties as citizens (Herrera &Robias, 2010).
It is not uncommon for Filipinos to include those who are Filipinos and
exclude those who are not (Yacat, 2005). Being part of a social group, Filipinos
stress what they have in common with their fellow Filipinos (Dimayuga, 2008).
However, due to regionalism, Filipinos might identify themselves not with their
country itself but with their own ethnicities (e.g. Tagalog, Bisaya, and
Kapampangan). This is also seen as an obstacle in building the country and its
identity as a nation (Banlaoi, 2004).

11
With the fusion of many centuries of Western and Eastern cultural
influence, Filipino identity has been defined as such. Along with these cultures,
colonial mentality and globalization have also influenced it. These have caused
the elusiveness of finding a definition for Filipino identity (Mulder, 2013). The
quest in finding a proper explanation for Filipino national identity becomes harder
due to globalization. In the past, Filipino national identity was formed due to anticolonial sentiments and de-Americanization. Today, Americanized culture,
language, and democracy are being retained since they are both seen as marks of
competitiveness in the phase of globalization the world is currently undergoing
and is seen as a source of pride for many Filipinos. For these reasons, it has been
considered practical to retain the diverse cultural identity of Filipinos (You, 2011).
National identity must not be confused with the terms of nationalism and
patriotism. The study of Herrera and Robias (2010) cited Nationalism as an
ideology, a sentiment, a form of culture, or a social movement that focuses on the
nation. Patriotism, on the other hand, is seen as devotion and loyalty to ones
country which may also be expressed through the defense of certain ideals and
values which a patriot finds beneficial for his country (Depuiset&Butera, 2005;
Bar-Tal &Staub, 1997).
In the study of Butera (2005), the researcher defines National Identity as a
nominal characteristic and an act of the majority to define themselves as a one
group by the influence of national symbols, and may internalize the aspect of

Identity when there is priming of symbols or associated words, national artists,

and efforts related on National pride (Bloom, 1990).
Therefore, it can be said that National Identity refers to subjectivity of an
individual by defining themselves as a member or citizen of a country.
Nationalism refers to ideologies towards the nation and Patriotism, on the other
hand, refers to devotion to ones country.
Social Identity
Social Identity defines what traits a person shares with a social group. It is
described as the relationship between the person and the group where the person
belongs. Factors such as nationality, ethnicity, and any distinct traits, behaviors,
values, and norms unique to a group of persons describe Social Identity. Social
Identification may also be a source of pride, stability, and motivation for a person.
Although Social Identity may be observed among a social group of people, it does
not necessarily describe an individuals own personal identity since people also
have the capability to display social traits which contradict their own personal
identities. Displaying traits which are in line with Social identity but not with
personal identity are seen as a way in order to become a member of a group. In
the case of immigrants, there is a struggle whether to keep their own ethnic
cultures or adopt those offered by their host countries (Deaux, 2001).
Social Categorization
Social Categorization, according toGastardo-Conaco (1993), is described
as one of the tools for structuring our environment and establishing a persons

12

13
own construction of any particular social reality. This process can be observed
whenever a person wishes to join and be identified with a social group. It provides
various opportunities and ways for any individual to join a group. This also brings
forth other processes such as social identity and stereotyping. Through social
identity, an individual will adopt the norms required by the group and will tend to
exhibit traits and behaviors which are in line with the established norms (Korte,
2007). An individuals traits and abilities will determine his or her belongingness
and identification towards a group.
Celebrities and Celebrity Worship
Celebrities can be a strong influence to an individual by the process of
awareness, familiarization, and persuasion. The influence is developed due to the
positive image a celebrity portrays, such as being smart, cool, and generous. This
attracts the attention of their fans (Lee, 2007). The study of Maltby,Day,
McCutcheon, Gillett, Houran, & Ashe (2004) on Celebrity Worship cited
Celebrity Worship as an obsession and Attitude towards a celebrity and this
phenomenon occurs more in adolescents and young adults than older persons. The
term Celebrity Worship is also used interchangeably with Celebrity Worship. The
Absorption-addiction model was cited by Maltby, Day, McCutcheon, Gillett,
Houran, & Ashe. (2004). According to this model, an individual facilitates a
psychological absorption with a celebrity in an attempt to establish an identity and
a self-fulfillment. Through the motivation in doing this attempt, this absorption, in
turn, can become addictive, thus becoming an extreme behavior. This behavior

14
can be measured through the use of Celebrity Worship Scale developed in 2002.
The scale results can be classified with 3 levels; entertainment-social, intensepersonal, and borderline-pathological. Entertainment-social level is reflected as
the social aspect in which individuals are attracted celebrities due to their
perceived ability to entertain. Intense-personal level refers to the individuals
intensive and compulsive feelings toward celebrities in which the attitude toward
celebrities has become an obsession. Borderline-pathological level is considered
as the most extreme level of celebrity worship as it reflects an individual socialpathological attitudes and behaviors toward celebrities (Maltby et al., 2004). Most
Celebrity Worshippers are younger rather than older people and they are more
likely to prefer celebrities due to their attitude that are related to the affiliation
motive, ordinariness, and emotional attachment while they respond to heroes
based on the affiliation motive, ordinariness, and disdain (Maltby et al., 2004).
Several researches have been conducted in knowing the possible cause of
Celebrity Worship and the factors that could correlate with this behavior.
According to the research findings by Charles (2009), Celebrity Worshippers are
more likely to create social ties, to look for commonalities, and to connect with
other people. However, they feel unusual and estranged from the social context in
which they belong (Houran, Navik, &Keeli, 2005). In a statement from a research
that was conducted by Ashe, Maltby, & McCutcheon(2005), Celebrity
Worshippers are more likely to have lower levels on general information and
critical thinking and higher on anxiety and depression compared to persons who

do not worship celebrities. In a study that was conducted by Swami, ChamorroPremuzic, Mastor, Siran, Said, Jaafar, Sinniah, & Pillai (2011) about Celebrity
Worship in Malaysia, research results suggest that market and media forces can be
factors in determining the content of Celebrity Worship. This research finding is
consistent with the statement of Mastro, Tamborini, and Hullett (2005) that the
media can prime audiences to make a celebrity appear socially attractive.
According to Gamson (1992), this is due to celebrity production in that some
celebrities are artificially created. According to Chiou, Huang, and Chuang
(2005), adolescents who adore celebrities are more likely to buy products
endorsed by celebrities compared to adolescents who do not adore celebrities. A
different research that was also conducted by Yue and Cheung (2000) suggests
that admiration for the hedonic success and commercial shaped by market and
media modalities may lead to Celebrity Worship. In some cultural context,
Celebrity Worship may be driven by consumerism, superficiality, and illusory
romance (Yue & Cheung, 2000). In a different research conducted by Swami et al.
(2011), Celebrity Preferences and Celebrity Worship can be affected by social
differences in nationhood. It was also mentioned in their research findings that
individuals are more likely to show preference for idols on cultures or nations
where consumerism, illusory success, and hedonism are dominant rather than role
models who demonstrate cultural values. This statement would seem somehow
support Yue and Cheungs (2000) statement on consumerism and hedonism. There
are researches about this phenomenon that was conducted within the Philippines.

In an experiment that was conducted by Tengco-Pacquing, Cayubit, Reyes, &

Agnes (2014), in which they predicted that the temporary experience of power
would cause individuals to value celebrities less, the results showed that there is a
very small difference in the predicted behavior between power setting and
celebrity worship. It was suggested that the need to vicariously experience power
through identification with ones favorite celebrity might be somewhat overrated.
In a research that was conducted byMagpantay, Tolentino, Varona,
Vega,&Zapanta (2013) on celebrity worship and body-image, both male and
female respondents have the same celebrity worship level, however, the levels
vary in terms of the respondents celebrity preferences. Moreover, the research
results showed that celebrity worship does not affect body image. However, this
result is quite contradictory toMaltby et al.s (2005) research findings which
showed that there is a significant relationship between celebrity worship and body
image and it only occurs to adolescent women but not to adult women. This
finding suggests that at the age range of 14-20, the relationship between celebrity
worship and body image among women disappears at the onset of early
adulthood. The research findings of Maltby, Houran, & McCutcheon, (2003) were
consistent with the research findings of Swami et al. (2011) that suggests that
there is a positive correlation between Self-rated Attractiveness and Celebrity
Worship. These findings were supported by a different research that was also
conducted by Swami et al. (2011) that suggests that self-rated attractiveness is
positively correlated Celebrity Worship in which it implies that individuals who

highly rate themselves in physical attractiveness are more likely to have

Entertainment-social Celebrity Worship. The findings of the Swami et al.
(2011)and Maltby et al. (2003) is consistent with the statement in the research
conducted by Ashe et al. (2005) which suggests that there is a positive correlation
between narcissism and Celebrity Worship. As stated in the research conducted by
Maltby et al. (2003), there is a relationship between Extraversion and
Entertainment-social Celebrity Worship. As for the research findings of Martin,
McCutcheon, &Cayanus(2015), it was determined that there is a strong
correlation between Celebrity Worship and peoples motives for watching
television in which it implies that the longer an individual watches television, the
stronger the level of Celebrity Worship an individual may exhibit. In a research
that was conducted by Green, Griffith, Aruguete, Edman, & McCutcheon (2014)
on materialism and the tendencies to worship celebrities, a significant positive
correlation was found between celebrity worship and materialism in which
participants with borderline-pathological tend to score higher on Material Values
Scale (MVS). However, the significant correlation is relatively weak.
Furthermore, in a statement from the study that was conducted by Engle and
Kesser (2005), most females who strongly admire a male celebrity have a higher
rate of materialism. According to the research findings of North, Sheridan,
Maltby, & Gillett (2007), entertainment-social celebrity worship has no
implications for attribution style or self-esteem. Moreover, intense-personal
celebrity worship is related to positive self-esteem but also to a propensity toward

16
18
17
15
stable and global attributions. Borderline-pathological celebrity worship is related
to external, stable, and global attribution styles and it is closely associated with
self-esteem. There are negative factors in which celebrity worship is associated
with. In a research that was conducted by Sheridan, North, Maltby, & Gillet
(2006), it was confirmed and concluded that celebrity worship does have an
addictive element and it is associated criminality. The results support the
absorption-addiction model of celebrity worship. There are cases in which
individuals undergo elective cosmetic surgery to improve or change their
appearances. In a study that was conducted by Maltby and Day (2011), research
findings suggest that intense-personal celebrity worship predict the incidence of
elective cosmetic surgery.
Many researches about Celebrity Worship and National Identity have been
conducted. However, no experimental study has been conducted about the effects
of Celebrity Origin and National Identity on Celebrity Worship and its covariance
with Celebrity Preference. For this reason, the researchers have developed the
studys framework in order to test the effects and the relationship of the variables.
Parasocial Relationship Theory
The Parasocial Relationship theory has been developed and used to study
the relationship or interaction between individuals and celebrities. The theory was
first developed by Donald Horton and Richard Wohl in 1956 and was described as
the relationship that audience members had with characters they interacted with
through some form of media, mainly theatre, radio and television (Laken, 2009).

19
A model for this theory has been developed and suggested by Giles (2002) for
future researches. The model involves the factors of developing an interaction
between a viewer and a celebrity.
Different studies and essays have been conducted and written in order to
further elaborate the importance of this theory. A study conducted by Laken
(2009) saw that there were significant differences between male and female
subjects on their levels of Parasocial interaction. The female subjects of this study
were found to exhibit Parasocial interaction more than men. Also, the female
subjects have been observed to be more attracted to celebrities of the same sex
unlike the male subjects. A persons perceived similarity or towards a celebrity is
seen as a factor for the development of a parasocial relationship. Also, attachment
to a celebrity can be developed if a celebrity is seen as a good model. With the
introduction of internet-enabled devices, the internet has also become a
contributing factor for the development of parasocial relationships (Ballantine &
Martin, 2005).
Parasocial interactions can be usually observed among adolescents and
young people (Giles, 2002) and people in these age brackets are known to idolize
musicians more than actors (Boon &Lomore, 2001).
BIRG Theory
The relationship between National Identity and Celebrity Worship may be
explained in the context of the Bask in Reflected Glory theory (BIRG) as cited
byGalanget al. (2013). This theory states that persons tend to associate their

20
personal identities with the successes of other persons who are also part of their
own social group. This also concludes that disidentification increases when
associated on unsuccessful person who is in the same group. One article
impliesthat modern audiences are more sophisticated in dealing with persuasive
messages on media and might automatically resist being influenced (Laran,
Dalton and Andrade, 2010).
Conceptual Framework

Figure 1. Conceptual Paradigm of the Experimental study on the Effect of

National Identity and Celebrity Origin on Celebrity Worship
This experimental study tested the significant effect of National Identity,
Celebrity Effect, and its interaction on Celebrity Worship among students 1st year
AB/BS Psychology Students whose ages between 16 to 21 years old.
Statement of the Problem
1. Is there a significant difference inCelebrity Worship among subjects when
exposed to Local and Foreign celebrity videos?

21
2. Is there a significant difference in Celebrity Worship among subjects when they
are exposed to different Local and Foreign celebrity videos according to their
3.

National Identity levels?

Is there a significant interaction of effects between the arrangement according to
National Identity level and being exposed to different local and foreign celebrity
videos on the Celebrity Worship among subjects?
Statement of the Hypotheses
The following null hypotheses were tested at =0.05 level of significance:

1. There is no significant difference on Celebrity Worship among subjects when

exposed to Local and Foreign celebrity videos.
2. There is no significant difference on Celebrity Worship among subjects when they
are exposed to different Local and Foreign celebrity videos according to their
National Identity levels.
3. There is no significant interaction of effects between the arrangement according to
the National Identity level and being exposed to different local and foreign
celebrity videos on the Celebrity Worship among subjects.
Scope and Definition
The study of McCutcheon (2002), whose objective was to measure the
relationship between Celebrity Worship and Body Image, found out that celebrity
nature is more evident among adolescents and young adults than older
individuals. Using these findings as the basis for selecting the participants for the
current research, the researchers focused on adolescent and young adult
individuals age 16-21 as participants in this research. These individuals who were

22
randomly chosen as participants are college students since it is known that most
college students are adolescents and young adults. The data were gathered from
first year students of De La Salle University-Dasmarias. In the test scale results,
the researchers focused on the raw scores that were gathered.
The following terms are used in this study:
1.National Identity The participants internalized nominal characteristic as a
member of a country or Identity of a country as origin as measured by the
National Identity Scale.
2.Celebrity Worship The participants level of attraction towards the presented
celebrity as measured by the Entertainment Social Factor Celebrity Attitude Scale.
3. Celebrity Origin - The place where a particular celebrity comes from. This is
clustered into two terms:
a. Local Celebrities Individuals who originate from the locality and are perceived
and recognized as famous individuals by people who come from the same
locality. In this research, this term refers to those celebrities who are Filipinos.
b. Foreign Celebrities Individuals originating from another country who are
perceived and recognized as famous individuals in certain fields. In this research,
this refers to those celebrities who are not Filipinos.
Significance of the Study
The study seeks to find out if a person's Attitude for local or foreign
celebrities is related with his or her national identity level. The following might be
able to benefit from the study:

23

Educators and Academicians

The results of this study would be particularly useful not only to the
researchers in Psychology but also to other educators teaching in the social and
behavioral sciences and in the cultural field.
Sociologists and Social Psychologists
The results of this study may provide clues on the current sociological and
cultural situation of the country and will also give further insights on the
mentality of adolescents and young adults towards the aforementioned variables.
Entertainment Industry
Those who are working in the Entertainment Industry might be a source to
encourage them to improve their craft.
Psychometricians
Those who work for the development of Psychological tests and scales
may use the scales developed by the researchers in order to develop more reliable
scales and tests in order to measure the variables mentioned in the study.
Future Researchers
The results of this study may be useful to the researchers who might
24
conduct similar studies in the future to support or negate a theory.
CHAPTER II
METHODOLOGY
This chapter presents the discussion on the research design, description of
the respondents, sampling procedure, and the instruments that were used.

Likewise, this includes explanations on the Experimental Procedure and the

statistical method applied.
Research Design
In computing for the significance of the differences among the computed
variables, the Analysis of Variance (ANOVA) was used as the main statistical
treatment in this study. Specifically, Two-way Analysis of Variance (Two-way
ANOVA) was conducted. The Two-way ANOVA was used in order to evaluate
mean differences among populations or treatment conditions using sample data
from research designs with two independent variables (factors).
(Gravetter&Walnau, 2012). The ANOVA procedure used a 2x2 Factorial betweensubjects design which consisted of two independent variables and one dependent
variable (Calderon & Gonzales, 1993).
The experiment consisted of two independent variables: Celebrity
Originand National Identity. The Celebrity Origin variable consisted of two
classifications; Local and Foreign. The National Identity variable consisted of two
levels; High National Identity and Low National Identity. Within this
experimental design, the study consisted of four groups; High National IdentityLocal, High National Identity-Foreign, Low National Identity-Local, and Low
National Identity-Foreign. The study used the Between-subjects design where
different subjects take part in each condition of the experiment (Myers &
Hansen, 2006). Each group consisted of 25 subjects. The dependent variable
which was measured in this study is the Celebrity Worship.

25

Participants
The subjects who participated in this study were 100 First year
Psychology students from De La Salle University-Dasmarias, whose age ranged
from 16 to 21 years old. This is in accordance with McCutcheons (2002)
statement that Celebrity Worship can be observed more among adolescents and
young adult individuals than older individuals. Since most college students are
adolescents and young adults, they are considered suitable to be the participants
of this study. The participants were divided into four groups, specifically High
National Identity-Local group, High National Identity-Foreign group, Low
National Identity-Local group, and Low National Identity-Foreign group, which
consisted of 25 participants each. All participants were given Parental consent
forms before joining the experimental procedures. Token were given to the
participants for their involvement in this experiment.
Sampling Procedure
In this study, the Stratified Random sampling technique was used.
Through this sampling technique, the whole population was divided according to
their Levels of National Identity. The initial number of subjects consisted of 144
students that were classified according to their Level of National Identity as either
High or Low Levels. The researchers determined the scores for classification
through the scores of the subjects. Those who scored 114 and below were
classified as subjects with Low National Identity Levels, while those subjects who
scored 125 and above were classified with High National Identity Levels.

26
Afterwards, the researchers selected the students who were considered eligible to
participate in the experiment. These subjects were Randomly selected and were
placed in either of the two groups which correspond to their National Identity
Levels. The population of the subjects in this study was 100 (N=100) with both
groups having a sample size of 50 (n=50). Each group was again divided in to two
groups and undergone with Random assignment according to the Origin of the
Celebrity who will be presented to those groups: either Local or Foreign.
Instruments and Materials
The researchers used tests in order to measure the levels of National
Identity, and Celebrity Worship. The National Identity Scale measured the level of
National Identity of each participant. The items of the scale consisted of questions
which were related to and will measure National Identity. The results of the scale
were classified as either High or Low. The results determined the group where
each participant was assigned. The Entertainment Social Celebrity Worship test
measured the attitude of the participants on the celebrity which was presented to
their group. The items of this scale consisted of questions regarding Celebrity
admiration.
The researchers formulated National Identity Scale that are consisting of
23 items. The scale underwent a Pilot Testing and had a reliability of Cronbachs
Alpha = 0.95. The test was randomly administered to 302 respondents which is a
good sample size (Williams, Onsman& Brown, 2012) through the use of Google
Form. On the actual Reliability Analysis checking, the scale was administered to

27

144 First year Psychology students at De La Salle University Dasmarias. The

reliability of the National Identity Scale obtained a Cronbachs Alpha = 0.917
which is an ideal score (Barry, Chaney, Stellefson, and Chaney, 2011).
Celebrity Worship levels were measured using the Entertainment Social
Factor of Celebrity Worship Scale developed by Maltby, Day, McCutcheon,
Houran, & Ashe, (2006).
The commercial and music videos of James Reid for Local Celebrity and
Justin Bieber for Foreign Celebrities which were presented to the participants
were obtained from the Myx Daily Top 10 and YouTube.
For the computation of the Analysis of Variance (ANOVA), the Statistical
Package for the Social Science (SPSS) software was used. The SPSS is a program
used for complex data and statistical analyses and was developed by the
International Business Machines (IBM) (International Business Machines, n.d.;
University of Windsor, 2010).
Procedure
1.) The validity and reliability of the National Identity Scale was tested through the
usage of Google Forms.
2.) The National Identity Scale was administered to all First year Psychology
students of De La Salle University-Dasmarinas.
3.) The results of the Scale were computed. Parental consent forms were distributed
to the students who were chosen to participate in the experiment.
4.) The researchers distributed the subjects among four groups in accordance with the
results obtained from the Scale. Those subjects who were classified with High

28

National Identity scores were randomly selected and randomly assigned to either
the High National Identity-Local Celebrity group or High National IdentityForeign Celebrity group, while those who were classified with Low National
Identity scores were randomly assigned to either Low National Identity-Local
Celebrity group or Low National Identity-Foreign group.
5.) The subjects were presented with music videos of a Celebrity assigned to their
group. The music videos of Local and Foreign Celebrities which were presented
to the groups were based on the provided lists of Myx Daily Top 10.
6.) After being exposed to the Celebrity assigned to each group, all subjects were
tasked to take the Celebrity Worship Scale. In this scale, the researchers added a
fallback question on how much they preferred the Celebrity that had been exposed
to them.
7.) The numerical results from the National Identity Scale and the Celebrity Worship
Scale were used as raw scores in computing for the Analysis of Variance. The
Two way ANOVA was used to determine if the proposed hypotheses are true or
not.
8.) Moreover, the researchers tested the Correlation between Celebrity Preference and
Celebrity Worship, and the Correlation between National Identity and Celebrity
Preference.
Analysis
The results obtained from the utilized scales were tested for significant
differences using the Analysis of Variance (ANOVA). Upon computation of the
data through the use of ANOVA, the researchers determined the F-obtained. After
determining the F-obtained, the researchers determined the F-critical value. If the

29

F-obtained is equal or less than the F-critical value, it will be assumed that there is
no significant difference or effect. If the F-obtain is greater than F-critical value, it
will be assumed that there is a significant difference or effect. The effect size was
also computed upon determining the eta squared (2)or through the degrees of
freedom to prove the null hypothesis. Moreover, high p-value scores suggest that
the chances of the null hypothesis for being true are high, while low p-value
scores suggest that the chances of the null hypothesis for being true are low.
The data obtained from the ANOVA determined if the independent
variables have significant effects on the dependent variable. The Independent
variables in this study are the National Identity levels and the Celebrity Origin
classifications, while the dependent variable in this study is the Celebrity Worship
score.
Methodological Limitations
The study was limited to and only focused on the National Identity,
Celebrity Worship, and Local and Foreign celebrity factors. In order to minimize
potential confusion, the researchers would like to clarify that the preferred or
idolized Celebrity of the participant is not the variable being measured in this
study. Furthermore, the patriotism and nationalism factors were not considered
upon conducting the research.
On the statistical treatment, no other statistical treatment was used aside
from what was indicated in the manuscript. On the selection of participants, only
adolescents and young adults who are students of De La Salle University-

30

Dasmarinas were included in this study. Persons not included in the required age
bracket of the participants or are not students of the aforementioned institution
were excluded from participating in the study.

31
CHAPTER III
RESULTS
This section presents the tables which contain the data obtained from the
experiments and the descriptions and explanations which clarify the content of
each table. The data contained in each table were tested through Two-way
Analysis of Variance (Two-way ANOVA) with 2x2 factorial experimental design.
All data were tested with significant level of =0.05. The 2x2 factorial design
consists of two factors (National Identity and Celebrity Origin) and four levels
(High National Identity- Local Celebrity, High National Identity Foreign
Celebrity, Low National Identity Local Celebrity, and Low National Identity
Foreign Celebrity). A fallback question about the subjects Celebrity Preference
towards the celebrity which was presented to them was added to reduce sample

error. Experimental sessions were conducted with a subject population of 84

(N=84) which were divided equally into the four aforementioned levels.

Source of
Variation

SS

df

MS

F obt

p value

F crit

Eta

Celebrity
Origin

15.43

15.429

0.95154
2

0.33226
8

3.96035
2

0.12

National
Identity

105.19

105.19
0

6.48751
8

0.01278

3.96035
2

0.75

CO x NI

0.19

0.190

0.01174
7

0.91396
1

3.96035
2

0.00

Within

1297.1
4

8
0

16.21

Total

1417.9
5

8
3

Square
d

Figure 1. Summary table of Celebrity Origin and National Identity on Celebrity

Worship

32

The summary table presented in Figure 1 showed that the Fobt=0.951542

of Celebrity Origin is less than the Fcrit=3.960352. These results suggest that that
there is no significant difference on the Celebrity Worship of subjects when
exposed to different celebrity videos. However, the F-obtained of National
Identity is greater than the critical value. Therefore, the results of the experiment
indicate that there is a significant difference on the Celebrity Worship among
33

subjects when arranged accordingly to their National identity level.

In the interaction between National Identity and Celebrity Origin and its
effect on Celebrity Worship, the results of the experiment showed that F obt=
0.011747 is less than F crit= 3.960352. This suggests that there was no significant
interaction between these two variables on the Celebrity Worship among subjects.
Moreover, the overall mean score of the subjects for Celebrity Worship was
=19.3095. Among the other groups, the group of subjects with Low National
Identity levels who were exposed to a Local Celebrity obtained the highest mean
score in Celebrity Worship. However, there is a proximal or marginal difference
between the group of subjects with Low National Identity Levels which was
exposed to a Local Celebrity and the group of subjects with Low National Identity
Levels which was exposed to a Foreign Celebrity. On the other hand, the group
with High levels of National Identity which was exposed to a Local Celebrity
obtained the lowest mean score for Celebrity Worship.
N

df

r obt

r crit

p value

84

82

0.532291

0.250

0.01

Figure 2. Correlation between Celebrity Preference and Celebrity Worship

The correlation between Celebrity Preference and Celebrity Worship was

tested in order to verify whether there is a significant relationship between the
Celebrity Preference among the subjects towards the presented Celebrity and their
Celebrity Worship. The summary table presented in Figure 6 shows that r
obt=0.532291 is greater than r crit=0.250, which suggests that there is a
significant relationship between the Celebrity Preference and Celebrity Worship.
Furthermore, these results exhibited a medium or moderate effect size among the
subjects. Since the p value=0.001, this also suggests that result proves the
alternative hypothesis which states that there is a significant relationship between
the two variables. It was also found out that the central tendency of the Celebrity
Preference scores gathered from the population (N=84). The obtained mean was
3.0131 while the median was 3.00, and 3.00 was the obtained mode. These results
suggest that most of the subjects have neutral preference towards the Celebrity
which was presented to them. This result suggests that most of the subjects have a
neutral stance towards the Celebrity which was presented to them. On the other
hand, the Likert scale score which was less chosen by the subjects is 1.00 with a
frequency of 7. This result might suggest that only few of the subjects not really
interested towards the Celebrity which was presented to them.
N

df

r obt

r crit

p value

34

84

82

-.178

0.250

0.106

Figure 3. Correlation between National Identity and Celebrity Preference

The correlation between National Identity and Celebrity Preference was
tested in order to verify whether there is a significant relationship between the
Celebrity Preference among the subjects towards the presented Celebrity and their
National Identity. The summary table presented in Figure 3 shows that r obt=0.178 is less than r crit=0.250, which suggests that there is no significant
relationship between the National Identity and Celebrity Preference. Furthermore,
these results exhibited a small effect size and among the subjects with a weak
negative relationship. Since the p value=0.106, this also suggests that result
proves the null hypothesis which states that there is no significant relationship
between the two variables.
Source of
Variation

SS

d
f

MS

F obt

Pvalue

F crit

Eta
Square

Celebrity Origin

8.67
9

8.67
9

7.439

.008

3.96035
2

.085

National Identity

5.25
0

5.25
0

4.500

.037

3.96035
2

.037

CO x NI

6.29
8

6.29
8

5.39
8

.023

3.96035
2

.023

Figure 4. Celebrity Origin and National Identity on Celebrity Preference

35

This table shows the effect of Celebrity Origin and National Identity on
Celebrity Preference. Figure 4 showed that the Fobt=7.44 of Celebrity Origin is
greater than the Fcrit=3.96. Since the p value is equals to 0.008 which is lower
than 0.05. These results suggest that there is a significant difference in the means
among groups between Celebrity Origin and Celebrity Preference. On the other
hand, the F-obtained (4.500) of National Identity is greater than the F critical
value (3.960352) with a p value of 0.037. Therefore, there is a significant
difference on the mean scores among groups between Celebrity Origin and
Celebrity Preference.
In the interaction between National Identity and Celebrity Origin and its
effect on Celebrity Preference, the results of the experiment showed that F obt=
0.012 is greater than F crit= 3.960352. This suggests that there was a significant
interaction between these two variables on the Celebrity Preference among
subjects.
Among the four groups, the group with High National Identity Levels
which was exposed to a Local Celebrity had the highest mean score for Celebrity
Preference. This means that subjects with High National Identity preferred the
Local Celebrity which was presented to them, while the group with High National
Identity Levels which was exposed to a Foreign Celebrity obtained the lowest
score of Celebrity Preference. However, there is a marginal difference between
the scores of the groups of High and Low National Identity Levels which were

36

both exposed to the Local Celebrity. On the other hand, the subjects with Low
National Identity level which were exposed to a Foreign Celebrity had a greater
score compared to subjects with High National Identity level which were exposed
to a Foreign Celebrity.

37
CHAPTER IV
DISCUSSION
General Discussion
The first set of research questions dealt with the significant difference in
the Celebrity Worship Levels among students when they are exposed to a
Celebrity of particular Origin. The results of the study showed that no significant
difference was present. However, the Levels of Celebrity Worship still showed
proximal results, indicating a possibility that other factors might have affected
each subjects Celebrity Worship Levels. The researchers, using other researches
as bases, have considered Parasocial relationships and several theories as factors

which could have affected the participants Celebrity Worship towards the
presented celebrities.
The second set of research questions was concerned with the significant
difference of Celebrity Worship Levels according to each subjects National
Identity Level. The results of the study showed that there was a significant
difference among the mentioned variables. Citing several previous studies, factors
such as finding for a common identity might have affected each subjects
Celebrity Worship Levels. However, despite the significant differences between
the results, the results were still proximal to each other. With these results,
globalization, market and media forces, hedonism, the image or reputation being
portrayed by the celebrity, the Absorption-addiction model, Dissociative attitudes,
the minimization of racial prejudices due to advancements in communication and
media, and the desire of adolescents to have secondary relationships were seen as
other possible factors which have possibly affected their Celebrity Worship
Levels.
The third set of research questions was concerned with the significance of
the interaction between the Levels of National Identity and Celebrity Worship.
The results of the study showed that the interaction between the Levels of the two
variables was not significant. These findings seem to imply that Celebrity Origin
and National Identity Levels of the subjects did not greatly affect their Celebrity
Worship Levels in terms of interaction of effects. Citing several sources, the
researchers considered the image portrayed by the celebrity, market and media

38

influence, body image, and extraversion as possible factors which might have
influenced the Celebrity Worship Levels of the participants.
A set of results which was not originally tested through the research
questions was also obtained. The aforementioned set of results showed that
Celebrity Preference was correlated with Celebrity Worship. It must be noted that
Celebrity Preference was included as a fallback question in the Celebrity Worship
Scale (CAS) in order to see whether the subjects personally liked or disliked the
presented celebrity. The researchers cited the image portrayed by the celebrity,
media forces, Self-rated attractiveness, and Parasocial relationships as possible
factors which may have influenced the subjects Celebrity Worship towards the
presented celebrities.

Research Finding 1
The results of the study showed that there was no significant difference on
the Celebrity Worship Levels among students when they are exposed to a
Celebrity of particular Origin. However, despite the significance of the differences
between the scores, all the participants still had proximal scores of Celebrity
Worship toward the presented Local and Foreign Celebrities. These findings
might suggest that a Celebritys origin may not significantly affect a persons
Celebrity Worship towards the Celebrity. Such an effect may depend on the
persons perception toward the Celebrity, which may not be significantly
concerned with the Celebritys Origin. Moreover, these results might suggest that

39

the Celebritys Origin or nationality did not greatly exert influence on the
participants levels of Celebrity Worship. The results of a study conducted by
OConnor (2012) showed that Irish teenagers seem to prefer British or Americanmade talent shows rather than the locally produced ones due to the former being
one of the spaces of celebrity in global entertainment. These insights from her
study, however, may appear to be inconsistent with the findings of the current
study. These findings also appear to be contrary with ORegans (2012)
statements on the possible effect of a celebritys ethnicity or origin on how
adolescents perceive such a celebrity. Parasocial relationship was not observed in
these findings. However, it is possible that it played a role in the Celebrity
Worship among the subjects regardless of the celebritys origin as the subjects
may have a one-sided relationship to a particular celebrity of their preference. In
some cultural contexts, Celebrity Worship may be driven by consumerism,
superficiality, and illusory romance (Yue & Cheung, 2000). Such factors, besides
Celebrity Origin, may have an effect on a persons Celebrity Worship. The effects
of globalization (Mulder, 2013; You, 2011) and the influence of media and market
forces (Swami, et al., 2011), or even the image the celebrity is known for (Lee,
2007; Rawtani, 2010) may have also affected the participants Celebrity Worship.
The Absorption addiction model, as cited by Maltby et al. (2004) from
McCutcheon (2002) which states that an individual persons efforts to identify
himself or herself towards a celebrity, may have also affected the Celebrity
Worship of the participants. Dissociative Attitudes, which White & Dahl (2006)

40

described as a persons way of distancing himself from a person or group, may be

considered as a factor as well.
Research Finding 2
The findings of the study have also showed that there is a significant
difference on the Celebrity Worship levels among students when they are exposed
to a celebrity of particular origin according to their National Identity level though
the results are still showing proximal levels of Celebrity Worship levels. Similar
to what has been speculated in the previous research question, other factors which
may affect Celebrity Worship may also be considered besides National Identity or
Celebrity Origin. These results may be related with ORegans (2012) contention
that a Celebritys ethnicity can affect the way how adolescents or young people
think. Another factor that can be considered is the probable desire of the students
to find something in common with the celebrities, particularly, the Local
Celebrity, in order for them to boost or show to people of other countries their
National Identity (Lettinga, Wagemakers, &Swanenberg, 2015). However, these
suggestions may not be related with Corkalo&Kamenovs (2003) statements on
in-group loyalty and hostility towards those who are not members of the group.
Furthermore, the statements suggested by Yacat (2005) and Dimayuga (2008) on
the Filipinos focus on commonalities of Filipinos and exclusion of non-Filipinos
were not directly observed in these results. The participants exposure to Filipino
culture may or may not have an effect on their own Celebrity Worship Levels
(Pacquing, Cayubit, Reyes, & Agnes, 2014). With these results and contentions,

the Levels of Celebrity Worship of the participants on both Local and Foreign
Celebrities may or may not be affected by their National Identity Levels.
Alternatively, these results can also be seen as an effect of globalization, as they
were stated and elaborated by Mulder (2013) and You (2011), which have affected
many cultures around the world and is currently contributing many changes to the
world in a very fast pace (Noel, 2009). Along with globalization, the improvement
of the transfer and dissemination of information through different forms of media
has also affected the way how people think. This improvement in different forms
of media have caused the minimization of racial or ethnic prejudices, as
contended by Ramasubramanian (2015) and Srividya (2015). These factors might
have minimized the effect of such prejudices on Celebrity Worship. Also, with the
many changes affecting the youth cultural landscape, the views of adolescents
toward any celebrity continue to evolve, making their views toward any celebrity
more complex (Jorge, 2011). In relation to these statements, Swami, et al (2011)
cited market and media forces. It may be possible that the aforementioned factors
influenced the participants Celebrity Worship, and not their Levels of National
Identity. In Malaysia, one study suggested that Celebrity Worship may be
developed from the admiration for the hedonic success and commercial shaped by
market and media modalities (Yue & Cheung, 2000). The reputation, or more
specifically, the image being portrayed by the celebrities must have also played a
major influence on the participants Levels of Celebrity Worship, as it was stated
by Lee (2007) and Rawtani (2010). The Absorption-addiction model cited by

42
41

Maltby et al. (2004) from McCutcheon (2002), although not primarily observed in
the results, must have also played a role in the participants Levels of Celebrity
Worship since this model suggests that an individual person tries to identify
himself with a celebrity. The role of Dissociative attitudes towards a reference
group or group member, as suggested by White & Dahl (2006) on their research
about consumer preferences, may have also played some role in these results.
Additionally, the desire of adolescents to have secondary personal relationships
with celebrities, which were described by Giles &Maltby (2002) as pseudofriends, due to insecurities and low levels of closeness might have also affected
the participants Celebrity Worship.
43
Research Finding 3
The results of the study show that there is no significant effect of
interaction between the levels of National Identity and Celebrity Worship. These
findings seem to suggest that the participants Levels of National Identity may be
a major influence to their Levels of Celebrity Worship towards the celebrities
which were presented to them and the presented celebritys particular origin was
not a significant influence to the levels of Celebrity Worship. With these findings,
it may be hypothesized that different factors might have influenced the subjects
Levels of Celebrity Worship. These findings might be consistent with the results
of the study conducted by Lee, Klobas, Tezinde, & Murphys (2010) which was

conducted in Mozambique. The results of their study showed that local brands
endorsed by local celebrities did not receive large support from the younger
participants, as compared to the older participants who exhibited ethnocentric
attitudes. This same view was supported by Maltby, et al. (2004) who stated that
most of the young people tend to exhibit Celebrity Worship more than older
people and they are more likely to prefer celebrities due to their attitude that are
related to some motives, traits, and emotional attachment. Instead, the image
portrayed by the celebrity may have influenced the participants Celebrity
Worship, as it was implied by Lee (2007) and Charles (2009). The influence of
the market and the media may have also influenced the same, as it was suggested
by Swami, et al. (2011) and Charles (2009). Mastro, Tamborini, and Hullet (2005)
further elaborates the role of the media as a priming mechanism where the
audiences make a celebrity appear socially attractive due to celebrity production
where some celebrities are artificially created (Gamson 1992). As for the research
findings of Martin et al. (2015), it was determined that there is a strong correlation
between celebrity worship and peoples motives for watching television in which
the longer an individual watches television, the stronger the level of celebrity
worship an individual may exhibit. This may also be an influence to the research
findings. Lettinga, Wagemakers, &Swanenberg (2015), in their study about Dutch
celebrities and audiences who originated from the Noord-Brabant province in the
Netherlands, contended that both celebrities and audiences who come from that
particular province in the Netherlands try to utilize each other in order to boost

44
each others image and identity. Boosting each others image and identity creates
a celebration of their shared identity as a people coming from one geographical
region who share common regional traditions and customs. These findings,
however, did not bear any resemblance with the findings of the current study.
Additionally, Body Image might have also played a role in affecting the Celebrity
Worship Levels of the subjects. This theory is supported by Maltbys (2005)
study, whose findings showed that there is a significant relationship between
celebrity worship and body image. These findings, however, are somewhat
inconsistent with Magpantays (2013) findings which showed that Celebrity
Image has no effect on Body Image. Another factor which may be considered is
the effect of possible presence of Extraversion among some participants (Maltby,
et al., 2003).
Aside from the findings which have provided answers to the given
research questions, additional findings were also found in the course of this study.
The correlation between Celebrity Preference and Celebrity Worship has been
observed. The Celebrity Preference variable was the fallback question added at
the end of the Celebrity Worship scale. The variable was added to see whether the
participant liked or disliked the presented celebrity. This variable might have
determined the participants Celebrity Worship Levels toward the presented
celebrities. One of the possible factors which could have influenced the
participants Celebrity Preference is the image being portrayed by the celebrity
(Lee, 2007), which is being spread through media and market forces (Swami et

46
45
al., 2011). Swami et al. (2011) also mentioned the possible effect of Self-rated
Attractiveness. Individuals who possess Self-rated Attractiveness, or those people
who highly rate themselves in their physical attractiveness, are most likely to have
Entertainment-Social Celebrity Worship. Moreover, this research finding is
consistent with Magpantay et al.s (2013) research findings in which shows that
the levels of Celebrity Worship may vary according to the respondents celebrity
preferences. Parasocial relationship might have also played a role on the Celebrity
Preference on the subjects. Such a relationship is formed when a person exhibits a
one-sided relationship to a celebrity of his/her preference. Adolescents are the
primary target of media and commercial producers (Jorge, 2011). Since all the
participants are still in the stage of adolescence, the need to have a secondary
personal relationship might have played a major role in affecting the results of
both variables, as it was implied by Giles &Maltby (2002). Maltbys (2004)
claims that religious persons usually ignore Celebrity Worship due to
theirstrictcompliance with church and divine law seem to portray inconsistencies
with these findings. This means that each participants religiosity may be an
influence on their Celebrity Preference.
Another additional finding which was obtained through the study is that
no significant correlation was observed between National Identity and Celebrity
Preference. Contrary toCorkalo&Kamenovs (2003) study whose findings have
considered loyalty as an important aspect of joining a group and the expression of
hostility towards those who are outside the group. However, since the result

shows that those who had a high National Identity level are more likely to support
the Local celebrities than foreign celebrities, the importance of National Identity
and maintaining the importance of commonalities is supported byYacat (2005)
and Dimayuga (2008), which also involves a group of people with the same
nationality and their exclusion of those who do not share the same nationality or
traits. This is also implied in a study conducted by Lee, et al. (2010) which
showed that local brands endorsed by local celebrities receive more support from
the locality. These findings also imply that the participants were also interested in
finding common ethnic or regional identities with the Local Celebrity, which is
consistent with the findings of Lettinga, Wagemakers, &Swanenberg (2015). The
findings of the current study are inconsistent with the study of Swami et al.,
(2011) which stated that Celebrity Preference and Celebrity Worship can be
affected by social differences in nationhood. It was also mentioned in the same
study that individuals are more likely to show preference for idols on cultures or
nations where consumerism, illusory success, and hedonism are dominant rather
than role models who demonstrate cultural values. In the study of Charles (2009),
admirers of celebrities are more likely to create social ties, to look for
commonalities, and to connect with other people. However, they feel unusual and
estranged from the social context in which they belong (Houran, et al. 2005).
Also, the exposure or upbringing of the participants to Filipino culture might have
also affected their Celebrity Worship Levels (Tengco-Pacquinget al., 2004).
Furthermore, this result might be supported by the Bask In Reflected Glory

47

Theory wherein individuals tend to associate themselves with the success or glory
of other people who are part of their own social group.
Conclusion
With the stated results and through the aid of previous or related studies
and researches, the researchers have formed several conclusions based on the
findings of this study.
The overall conclusion in this study is that only the National Identity can
significantly affect Celebrity Worship. However, it was also found out that
National Identity and Celebrity Preference were not significantly associated. This
can be explained by the BIRG theory wherein there is a strong tendency for an
individual to support a celebrity by having the same origin or nationality even
though they have a strong preference to a certain celebrity figure. It implies that
respondents tend to be blindly supportive of a celebrity. Moreover, our study
suggests that having a low level of National Identity will not significantly result
for supporting a Foreign Celebrity.
The correlation between Celebrity Worship and Celebrity preference were
also determined by the researchers in this study. This may be possible due to the
image being portrayed by the subjects on the individuals and the influence of
media to the subjects. Furthermore, the result suggests that Celebrity Preference
predicts the Celebrity Worship among the subjects.
With the absence of any correlation between Celebrity Preference and
National Identity, it may be concluded that National Identity may not affect nor

48

determine a persons Celebrity Preference. This may also imply that a persons
National Identity cannot constantly influence a persons Celebrity Preference.
Instead of National Identity, other factors or theories may be invoked or may be
considered more influential toward a persons Celebrity Preference.
Implications
The study has yielded information on the significance of Celebrity origin
and National Identity on Celebrity Worship. Among the two independent variables
and their interaction, National Identity is the only significant variable. This may
imply the importance of National Identity to an individuals behavior.
Furthermore, National Identity, Celebrity Origin, and Celebrity Worship may both
imply their importance in Social Psychology. Through this study, Celebrity Origin
and National Identity may be seen as a form of social influence in which the effect
of this social influence would be the Celebrity Worship among the subjects.
Moreover, in the context of Social Psychology, it is possible that the phenomenon
of priming is enabled through various media. It was discussed that the more
exposed an individual to celebrities through the media, the more likely that the
level of Celebrity Worship of that particular individual will increase. It is also
discussed that Celebrity Worship may also affect the body image of an individual.
This is likely when an individual who exhibits high Celebrity Worship may also
exhibit a high level of body image. Self-attractiveness of an individual may also
be influenced by Celebrity Worship in which an individual exhibiting high

49
Celebrity Worship may have a high Self-attractiveness level when it comes to
Physical attractiveness.
The study also has implications in the context of Abnormal Psychology. It
was discussed that Celebrity Worship or Celebrity Worship has certain
implications in an individuals behaviour and cognitive thinking. It was
mentioned from the gathered literature that the higher the level of Celebrity
Worship of an individual, the lower the level of critical thinking the individual
may exhibit. Also, it is indicated in the Celebrity Worship Scale that the
Borderline-pathological level, the highest level of Celebrity Worship, would be
concerned on the Pathological factor in which an individual with this level of
Celebrity Worship or Celebrity Worship may exhibit. Moreover, in the context of
Clinical Psychology, body image and self-attractiveness may also be affected by
Celebrity Worship in which a person with high Celebrity Worship may exhibit
Narcissism.
The study might have also contributed more information about the
variables. The study has yielded information for Celebrity Worship as National
Identity was discussed as an influence to Celebrity Worship. It has also provided
information for limited quantitative researched about National Identity.
Limitations and Recommendation
It should be noted that this study focused on the effects of National
Identity and Celebrity Origin on Celebrity Worship. The analysis has concentrated

50

on determining the significant effects of the two independent variables on

Celebrity Worship and its correlation with the Celebrity Preference among the
subjects. Since the subjects are limited to AB and BS Psychology students from
De La Salle University - Dasmarinas, the researchers would like to point out that
the study did not focus on different subjects with other different majors and they
were not able to give emphasis on the effects of the independent variables on the
dependent variable when grouped according to gender and age. The experimental
condition of Celebrity Origin is also limited since the subjects were only exposed
51
in watching celebrity videos.
With these limitations, it is recommended that they also be given
consideration or further emphasis on future researches. The researchers
recommend that a research regarding the topic be conducted in which the possible
effects of Celebrity Worship on National Identity would be given emphasis. It is
also recommended for future researchers to focus on the possible effects of these
variables when arranged accordingly to gender and age groups, which is also
recommended by Jorge (2011) due to the complexities of todays youth culture. It
is also recommended to conduct researches on the said variables among other
different groups or population. For the condition in Celebrity Origin, a more
effective stimulant must be determined aside from exposing the subjects to a
particular celebrity of a specific nationality by watching the celebritys videos.
For the Celebrity Preference, it is recommended that a standardized test be
developed in order to validly and accurately measure this variable.

52
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58

59
60
APPENDIX A
Name (Optional):

Sex:

CYS:

Age:
THE CELEBRITY ATTITUDE SCALE
Entertainment Social Factor

The purpose of this survey is to identify your views about famous persons. The responses you give
are confidential. There are no right or wrong answers, so please answer as openly and thoughtfully
as you can. For purposes of the survey we are defining the term celebrity as a famous living
person (or one who died during your lifetime) that you greatly admire.

Please use the following scale in response to the items below.

5 = Strongly Agree

4 = Agree

3= Uncertain or neutral

2 = Disagree

1 = Strongly Disagree

1.

It is enjoyable just to be with others who like MFC.

2.

1
2
3
4
News about my celebrity is a pleasant break from a harsh world.

3.

1
2
3
4
5
If I were lucky enough to meet MFC, and he/she asked me to do something illegal as a favor, I

would probably do it.

1
2
I am obsessed by details of MFCs life.

4.

1
2
3
Learning the life story of MFC is a lot of fun.

5.
6.

1
2
3
4
5
If MFC was accused of committing a crime that accusation would have to be false.

1
7.

When MFC fails or loses at something I feel like a failure myself.

1

APPENDIX B
National Identity Scale
Name: _______________________________
Age: ___

Gender: ________

Section: ___________

Cellphone Number: ______________________

Instructions: ENCIRCLE the number which best describes your feeling towards each statement.

1. I am confident to be a Filipino.
Disagree 1

Slightly Disagree 2

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

2. I appreciate my culture as a Filipino.

Disagree 1

Slightly Disagree 2

3. It is ok for me to express my Filipino identity.

Disagree 1

Slightly Disagree 2

4. I feel happy when a Filipino becomes successful in other countries.

Disagree 1

Slightly Disagree 2

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

5. Filipino is my national Identity.

Disagree 1

Slightly Disagree 2

6. I feel proud whenever I see fellow Filipinos excel in different fields particularly in the
international scene.
Disagree 1

Slightly Disagree 2

Slightly Agree 3

Agree - 4

7. Despite of our differences, what matters is that we are Filipinos.

Disagree 1

Slightly Disagree 2

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

8. I support Filipino products than foreign products.

Disagree 1

Slightly Disagree 2

9. I wholeheartedly accept that I am a Filipino.

Disagree 1

Slightly Disagree 2

10. I identify myself with fellow Filipinos

60
61

Disagree 1

Slightly Disagree 2

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree 4

Slightly Agree 3

Agree 4

Slightly Agree 3

Agree - 4

11. I am proud that my parents are Filipino.

Disagree 1

Slightly Disagree 2

12. I am comfortable to be a Filipino.

Disagree 1

Slightly Disagree 2

13. I feel proud of my Filipino heritage.

Disagree 1

Slightly Disagree 2

14. I consider the success of Filipinos outside the country as Filipino pride.
Disagree 1

Slightly Disagree 2

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

15. I believe in the capabilities of Filipinos.

Disagree 1

Slightly Disagree 2

16. Being Filipino isnt just a citizenship, but an identity.

Disagree 1

Slightly Disagree 2

Slightly Agree 3

Agree - 4

17. I believe that one of the reasons of why Filipinos become successful in other countries it is
because of them being a Filipino.
Disagree 1

Slightly Disagree 2

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

Slightly Agree 3

Agree - 4

18. I am proud to be a Filipino citizen.

Disagree 1

Slightly Disagree 2

19. I identify myself with Filipino customs.

Disagree 1

Slightly Disagree 2

20. I can call my country home.

Disagree 1

Slightly Disagree 2

21. I have positive attitudes toward Filipino traits.

Disagree 1

Slightly Disagree 2

22. I feel united with the whole Filipino people in supporting our countrymen participating in
international competitions.
Disagree 1

Slightly Disagree 2

Slightly Agree 3

Agree - 4

23. I feel happy when I see Filipinos being proud of themselves as Filipinos.
Disagree 1

Slightly Disagree 2

Slightly Agree 3

------End of the Scale------

Agree 4

61

62

62

Scoring
Instructions on Scoring: Find the total sum of the numbers that you have encircled for each
statement. Write the total score on the space provided.
Total Score:______
National Identity Level (To be accomplished by the test administrators): ___________

63

63
APPENDIX C
Oliva, Mark Kenneth D.

Prof. Roslin De Ala

Calasara, Jeremiah-Gabriel L.
Castro, RiqueMaximillan T.
Dimanahan, Daniel E.

Celebrity Origin and National Identity on Celebrity Worship

Title:

Operational Definitions of the study

1. Celebrity Origin - The place where a particular celebrity comes from. This is
clustered into two terms:
a.

Local Celebrities Individuals who originate from the locality and are

perceived and recognized as famous individuals by people who come from the
same locality. In this research, this term refers to those celebrities who are
Filipinos.
b.

Foreign Celebrities Individuals originating from another country who

are perceived and recognized as famous individuals in certain fields. In this

research, this refers to those celebrities who are not Filipinos.

2 National Identity The participants internalized nominal characteristic as a

member of a country or Identity of a country as origin as measured by the
National Identity Scale.
3. Celebrity Worship The participants level of attraction towards the
presented celebrity as measured by the Entertainment Social Factor Celebrity
Attitude Scale.
4. Celebrity Preference- The participants level of preference on the Celebrity
which was presented to him or her which can either be Foreign or Local as
measured by the Celebrity Preference Scale .

64

65
64
APPENDIX D

13 July 2015

Ms. Rowena P. Heradura, MA

Chair, Psychology Department
De La Salle University - Dasmarias
Dasmarinas City, Cavite
Dear Ms. Heradura:
A very pleasant day!
Our group is currently working on an undergraduate thesis entitled Celebrity Origins and
National Identity on Celebrity Attitude. The participants required for our study are 1st year AB
and BS Psychology students. For this reason, we are politely asking for your permission to allow
us to conduct this study with the aformentioned participants. We would also like to request for the
list of 1st year AB and BS Psychology. The list will be used for the random selection and random
assignment of the participants. We will be giving consent forms to the parents or guardians and
assent forms to the students for their participation.
We assure you that these students will not be harmed in any way while participating in this study.
We may be reached at 09151590310 or at danieldimanahan@gmail.com for any questions.
We are hoping for your most positive response. Thank you.

In St. La Salle,
Mark Kenneth D. Oliva (sgd.)
Group Representative
Mr. James Philip Ray V. Pinggolio, RGC
Thesis Adviser, Psychology Department

(sgd.)

66
65
APPENDIX E

03 July 2015

James Philip Ray Pinggolio, RGC

Faculty, Psychology Department
De La Salle University Dasmarias
Dasmarias City, Cavite

Dear Mr. Pinggolio:

Greetings!
Our group is currently conducting a research entitled Celebrity Origins and National Identity on
Celebrity Attitude. The usage of specific scales plays a vital role for the success of this study.
Due to the lack of access or the absence of scales which will measure the constructs which are part
of our study, our group will attempt to develop the needed scales. One of the scales being
developed by our group is the National Identity scale which will be used to measure a persons
National Identity level.
For this reason, we are asking for your help and assistance in the content validation of this
instrument. We strongly believe that your expertise in the field of Psychology will aid us in
developing this scale. As a Subject Matter Expert (SME) in this research, your evaluation,
comments and suggestions for the improvement of this instrument will be highly appreciated.

Attached herewith is the initial draft of the instrument, and the definition of the constructs of the
proposed scale. Should you have queries or clarifications, you can reach me through my contact
number 09151590310 and email address, danieldimanahan@gmail.com.

Thank you very much and God bless you.

Respectfully,

Daniel E. Dimanahan (sgd.)

67
66

Group Representative

APPENDIX F

03 July 2015

Darren E. Dumaop, MA
Faculty, Psychology Department
De La Salle University Dasmarias
Dasmarias City, Cavite

Dear Mr. Dumaop:

Greetings!
Our group is currently working on a thesis entitled Celebrity Origins and National Identity on
Celebrity Attitude. The usage of specific scales play a vital role for the success of this study. Due
to the lack of access or the absence of scales which will measure the constructs which are part of
our study, our group will attempt to develop the needed scales. One of the scales being developed
by our group is the National Identity scale which will be used to measure a persons National
Identity level.
For this reason, we are asking for your help and assistance in the content validation of this
instrument. We strongly believe that your expertise in the field of Psychology will aid us in

developing this scale. As a Subject Matter Expert (SME) in this research, your evaluation,
comments and suggestions for the improvement of this instrument will be highly appreciated.
Attached herewith is the initial draft of the instrument, and the definition of the constructs of the
proposed scale. Should you have queries or clarifications, you can reach me through my contact
number 09151590310 and email address, danieldimanahan@gmail.com.

Thank you very much and God bless you.

Respectfully,

68
67

Daniel E. Dimanahan (sgd.)

Group Representative

APPENDIX G

03 July 2015

Roslin M. de Ala, PhD

Faculty, Psychology Department
De La Salle University Dasmarias
Dasmarias City, Cavite

Dear Ms. De Ala:

Greetings!
Our group is currently working on a thesis entitled Celebrity Origins and National Identity on
Celebrity Attitude. The usage of specific scales play a vital role for the success of this study. Due
to the lack of access or the absence of scales which will measure the constructs which are part of
our study, our group will attempt to develop the needed scales. One of the scales being developed
by our group is the National Identity scale which will be used to measure a persons National
Identity level.
For this reason, we are asking for your help and assistance in the content validation of this
instrument. We strongly believe that your expertise in the field of Psychology will aid us in

developing this scale. As a Subject Matter Expert (SME) in this research, your evaluation,
comments and suggestions for the improvement of this instrument will be highly appreciated.
Attached herewith is the initial draft of the instrument, and the definition of the constructs of the
proposed scale. Should you have queries or clarifications, you can reach me through my contact
number 09151590310 and email address, danieldimanahan@gmail.com.
Thank you very much and God bless you.

Respectfully,

Daniel E. Dimanahan (sgd.)

69
68

Group Representative

APPENDIX H

July 24, 2015

Dear Sir/Madam:
Our group is currently working on an undergraduate thesis entitled Celebrity Origins
and National Identity on Celebrity Attitude. For the success of this study, we will be
needing first year AB or BS Psychology students as participants.
The Psychology Department has allowed us to conduct our study today (Friday, July 24)
from 9:00 to 11:00 AM. Unfortunately, this may interrupt your regular class schedule for
this time and day. For these reasons, we humbly request you to excuse your students from
attending class in order for them to participate in our experiments. This will surely be a
learning experience for them and it will be our privilege to become part of it.
We thank you for giving us your time and patience.
In St. La Salle,

Daniel E. Dimanahan (sgd.)

Group Representative

Noted by:
Rowena P. Heradura, MA (sgd.)

James Philip Ray Pinggolio, RGC (sgd.)

Chair, Psychology Department

Thesis Adviser

APPENDIX I
DE LA SALLE UNIVERSITY-DASMARINAS
College of Liberal Arts and Communication
Psychology Department

../../..

Dear Parents/Guardian:
We would like to invite your child to volunteer for a psychological experiment for our
undergraduate thesis entitled Celebrity Origins and National Identity on Celebrity Attitude". The
experiment will require your child to answer a National Identity Scale, to be exposed to music
videos of a celebrity, and to evaluate the celebrity which he/she has been exposed to. The objective
of this study is to determine the effects of Celebrity Origin and National Identity on Celebrity
Attitude of an individual.
We have already secured permission from the Chair of the Psychology Department of the school
and have coordinated with the professors for the schedule and availability of your son/daughter.
Your child's participation is voluntary and he/she has the right to withdraw or discontinue his/her
participation from the experiment. Your child's information and scores will be kept confidential.
We assure you that your child will be safe from harm.
A copy of this form will be given to you. If you have questions about the study, you can reach us
at 09151590310.
We are hoping for your most favorable response.
Thank you very much.
In St. La Salle,

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Mark Kenneth D. Oliva (sgd.)

Daniel E. Dimanahan (sgd.)

Jeremiah-Gabriel L. Calasara (sgd.)

Noted by:
Mr.James Philip Ray V. Pinggolio, RGC
Thesis Adviser, Psychology DepartmentMrs.
Rowena P. Heradura, PhD
Chair, Psychology Department

APPENDIX J
DE LA SALLE UNIVERSITY-DASMARINAS
College of Liberal Arts and Communication
Psychology Department

PARENT CONSENT FORM

(To be answered by the parent/guardian)
I have read and understood the contents of this letter.
I am allowing my child to participate in this study.
I am not allowing my child to participate in this study.

Printed Name and Signature

Date

ASSENT FORM

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(To be answered by the child)

I have read and understood the contents of this letter.
I am willing to participate in this study.
I am not willing to participate in this study.

Printed Name and Signature

Date

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APPENDIX K

Local

Foreign

Total

National
Identity Level

Mean

Std. Deviation

High National Identity

17.7143

4.14901

21

Low National Identity

20.0476

4.90384

21

Total

18.8810

4.63919

42

High National Identity

18.6667

3.30656

21

Low National Identity

20.8095

3.55836

21

Total

19.7381

3.56172

42

High National Identity

18.1905

3.73669

42

Low National Identity

20.4286

4.24921

42

Total

19.3095

4.13325

84

Figure 1. Descriptive Statistics for Celebrity Worship scores according to groups

The overall mean score of the subjects for Celebrity Worship is
=19.3095. Among the other groups, the group of subjects with Low National

Identity levels who was exposed to a Local Celebrity obtained the highest mean
score in Celebrity Worship. However, there is a proximal or marginal difference
between the group of subjects with Low National Identity Levels which was
exposed to a Local celebrity and the group of subjects with Low National Identity
Levels which was exposed to a Foreign Celebrity. On the other hand, the group
with High levels of National Identity which was exposed to a Local celebrity
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obtained the lowest mean score for Celebrity Worship.

APPENDIX L

Scores

Frequency

Percent

Valid Percent

Cumulative Percent

1.00

8.3

8.3

8.3

2.00

18

21.4

21.4

29.8

3.00

29

34.5

34.5

64.3

4.00

17

20.2

20.2

84.5

5.00

13

15.5

15.5

100.0

Total

84

100.0

100.0

Figure 4. Frequency Distribution Table for Celebrity Preference

The table shows the frequencies of the Likert scale scores of the
population on their Celebrity Preference. It can be observed that the subjects
answered 3.00 the most with a frequency of 29. This result suggests that most of
the subjects have a neutral stance towards the celebrity which was presented to
them. On the other hand, the Likert scale score which was less chosen by the

subjects is 1.00 with a frequency of 7. This result might suggest that only few of
the subjects are not really interested towards the celebrity presented to them.

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APPENDIX M
Celebrity

National

Origin

Identity Level

Local

Foreign

Total

Mean

Std.
Deviation

High National Identity

3.4762

1.32737

21

Low National Identity

3.4286

1.24786

21

Total

3.4524

1.27265

42

2.2857

.71714

21

Low National Identity

3.3333

.91287

21

Total

2.8095

.96873

42

High National Identity

2.8810

1.21379

42

Low National Identity

3.3810

1.08093

42

Total

3.1310

1.16970

84

High National Identity

Figure 5. Descriptive Statistics table for Celebrity Preference according to groups

Among the four groups, the group with High National Identity Levels
which was exposed to a Local Celebrity had the highest mean score for Celebrity

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Preference. This means that subjects with High National Identity preferred the
Local celebrity which was presented to them, while the group with High National
Identity Levels which was exposed to a Foreign Celebrity obtained the lowest
score of Celebrity Preference. However, there is a marginal difference between
the scores of the groups of High and Low National Identity Levels which were
both exposed to the Local celebrity. On the other hand, the subjects with Low
National Identity level which were exposed to a Foreign Celebrity have a higher
score compared to subjects with High National Identity level which were exposed
to foreign celebrity.