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Marketing Dreams, Manufacturing Heroes

The Transnational Labor Brokering of Filipino Workers

Anna Romina Guevarra

Publication Year: 2010

In Marketing Dreams, Manufacturing Heroes Anna Romina Guevarra focuses on the Philippinesùwhich views itself as the "home of the great Filipino worker"ùand the multilevel brokering process that manages and sends workers worldwide. The experience of Filipino nurses and domestic workersùtwo of the country's prized exportsùis at the core of the research, which utilizes interviews with employees at labor brokering agencies, state officials from governmental organizations in the Philippines,and nurses working in the United States.

Published by: Rutgers University Press


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pp. vii

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pp. ix-x

I arrived in Manila on September 2, 2001, with an overwhelming sense that I was entering a strangely familiar place. After sitting on a plane filled with a group of boisterous and animated Filipina workers who were returning home from Japan and then being immediately greeted at the Ninoy Aquino International Airport with a cardboard cutout of President Gloria Macapagal Arroyo bearing a welcome sign ...

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pp. xi-xvi

This book has been my hardest and longest marathon. From San Francisco, Los Angeles, Phoenix, and now Chicago, writing this book is probably one of the most solitary, exhausting, and humbling activities in which I have ever engaged in my life. I am indebted to a community of support that sustained me in this journey.


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pp. xvii-xviii

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Chapter 1: Home of the Great Filipino Worker

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pp. 1-20

While waiting in a cramped space of a recruitment agency’s reception area in Manila, a middle-aged woman sitting across from me asks, “Where are you going?” with the certainty that I was also a potential worker. She is one of the modern-day heroines of the Philippines who leave the country to join thousands of her compatriots in a crusade of hope and survival that they envision lie overseas.1 In her ...

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Chapter 2: Cultivating a Filipino Ethos of Labor Migration

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pp. 21-49

Every Saturday Morning, a television show called May Gloria Ang Bukas Mo (There’s Gloria/Glory in Your Future), features the current Philippine president, Gloria Macapagal Arroyo.1 In these shows, she often began with an inspiring message about the place the Philippines occupies in the global economy and the economic promise that foreign investments and overseas employment bring to Filipinos. Viewers heard of potential business ventures such as the ...

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Chapter 3: Governing and (Dis)Empowering Filipino Migrants

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pp. 50-86

In a room filled with about thirty-five women, an impassioned woman stands proud, shouting,“You are not yet heroes.You are just soldiers right now!”This woman is Mildred Yamzon, cofounder of the Women in Development Foundation (WIDF), an NGO authorized by the Philippine state to provide pre-departure orientation seminars (PDOSs) to prospective domestic workers headed overseas. Alternating ...

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Chapter 4: Delivering “Our Contribution to the World”

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pp. 87-122

On January 17, 2002, the usual hustle and bustle of Malate, one of Manila’s busiest districts, was interrupted by a crowd of men and women who marched through its streets. Beginning at Malate Church and ending in the historic Intramuros, the marchers forged through the unruliness of the everyday traffic, hopeful that their umbrellas and bandanas would protect them from the oppressive sun of a typical ...

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Chapter 5: Selling Filipinas’ Added Export Value

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pp. 123-154

A bright spotlight illuminates a tiny room equipped with a television monitor and video camera. The videographer, Marco, directs a job applicant dressed in a maid’s uniform to the back of the room to stand with her back against a white wall. Marco asks her to put her feet together and her heels against the wall. He gives her a cardboard sign that reads, “File #345: Maria Reyes,” and tells her exactly how to ...

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Chapter 6: Living the Dream

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pp. 155-177

In 2006, I met Gabriela, a thirty-one-year-old nurse living in a growing suburban enclave in Arizona.1 She and her husband had just bought a single-family home in one of the newest KB Home communities, so new that their house address had not yet appeared on MapQuest.2 The novelty of their home was complemented by strikingly matching furnishings, from the dark wood–tone tables, coordinating lamps, and even banana-leaf-shaped ceiling fan blades, all of which were ...

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Chapter 7: Securing Their Added Export Value

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pp. 178-203

On October 3, 2005, I received a startling voice mail message from Eureka Incognito, a nurse I had met in Arizona seven months earlier. “I am now in California,” she said in her usual upbeat and excited voice. She was staying temporarily at her father’s friend’s house as she looked for jobs in Los Angeles and San Diego. She spoke with a sense of hope and happiness that I had not heard in a long time and especially ...

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Chapter 8: Conclusion

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pp. 204-209

The year 2007 was a good year for the Philippines’ overseas employment program. With more than one million workers deployed globally, the country celebrated being ranked fourth among developing countries for its global remittance flow of $14.4 billion (POEA 2008). The increase in the number of highly skilled professionals (nurses, information technology personnel, engineers) and the corresponding decrease in the number of domestic and construction workers ...


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pp. 211-224


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pp. 225-234


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pp. 235-251

E-ISBN-13: 9780813548296
E-ISBN-10: 0813548292
Print-ISBN-13: 9780813546339
Print-ISBN-10: 0813546338

Page Count: 274
Illustrations: 6 tables, 3 graphs
Publication Year: 2010