Abstract

This research investigates the complex dynamics surrounding the term “Igorot.” Despite its origins as a neutral descriptor for various indigenous tribes, the term has been marred by historical misrepresentations and stereotypes perpetuated through media, literature, and educational materials. Through a qualitative-descriptive approach, including content analysis, interviews, and focus group discussions, the study delves into media representations, community perceptions, and the formation of Igorot identity. The findings reveal persistent misrepresentations of the Igorot community, perpetuating stereotypes and fostering discrimination. Educational materials, media presentations, and cinematic portrayals often reduce the rich cultural heritage of the Igorots to simplistic clichés, reinforcing negative stereotypes and misconceptions. Despite efforts such as legislative protections and international frameworks affirming indigenous rights, misconceptions persist, impeding the community’s social inclusion and perpetuating marginalization. The study highlights the complex nature of Igorot identity, with divergent views within the community regarding the term “Igorot.” While some embrace it as a link to their cultural heritage and communal lifestyle, others prefer tribal-specific identifications or reject the term due to its negative connotations. The research emphasizes the need for portrayals that reflect the diversity and authenticity of Igorot culture, fostering understanding and respect. The findings of the research call for educational reforms to accurately reflect Igorot heritage and sensitization programs for media professionals to promote authentic representations. Collaborative efforts between the Igorot community, scholars, and media organizations are recommended to promote respectful portrayals and effectively challenge stereotypes.