What I will be drawing up will be ten matters to keep in mind. Following these will ensure that you’re on the right track, since I came by some of these insights from trial and error and use these as a way of making sure that I remain within a zone of confidence while still allowing myself some leeway for productivity.
There is no such thing as too much preparation.
This applies to everything in life, not just in one’s profession. But it’s a simple matter to overlook when dealing with so-called easy material. In fact, people who study everyday “fun” things – food, sex, recreation, pets – will be the first ones to tell you that the ease with which they can be apprehended is misleading. From teaching for the past decade-plus at what is essentially an institute of technology, I’ve had several exchanges with instructors and students in engineering and the sciences who wind up confessing that they never imagined that film studies could be so fiendishly complicated a challenge.
 I’ve also been unable to forget a scholar who came all the way from a tropical island, only to complain that his host country’s food was too spicy and the weather was getting too cold (with winter still a few months away), plus his war-trained colleagues were too masculinist.Just as important is the issue of what preparation is the right kind. I’ve had students assigned to complete a semestral project laboring for the first few weeks over what title they wanted to use – when they explained their problem to me, I told them to just go with “Untitled.” Other students I was asked to advise were incapable of tearing themselves away from such long-debunked frameworks like anti-contraception or the validity of Ayn Rand’s ideas or the efficacy of underground “water veins” for health treatments; usually these were imparted to them by well-meaning but horribly incompetent parents, so be careful what you pass on if you’re some impressionable person’s adult authority.
So we may as well begin with the right attitude for this kind of undertaking. In one word, humility. When you think you’ve done your best, be prepared to accept if someone else did better, and take a long hard look at your output vis-à-vis the superior one: inevitably, that one will have had better preparation behind it. Within the circles of doctoral degree-holders, we find this syndrome as well. Most so-called doctors of philosophy (mediocre ones, by definition) will throw their weight around and claim that they don’t need to know more than they do because some higher institution accredited them already; but the very best ones will speak truthfully in saying that they still have a long way to go, even after retirement. The value of the doctorate is in teaching where and how to seek knowledge, how to validate and evaluate it, and how to deploy it in scholarship; in the age of Google and Wikipedia, only unstable personalities will claim to be stable geniuses who’ll know everything.
 In that respect, writing is really as much a performing art as anything else, a point I hope to maintain at several points throughout this manual.A final observation I’ll be making is that writing, like any other profession, always presents the danger of roteness, when you achieve a level of competence that enables you to produce work according to a set schedule, format, vocabulary, etc. Nothing wrong if it’s a bread-and-butter activity, and if you made sure that no one else can excel on the same level in the first place. I would argue from long experience, however, that what can be fulfilling about writing – even critical writing – is that every challenge met (successfully or otherwise) is an entirely new experience every time: “I have a smattering of things I’ve learned from different teachers … [but] nothing I can count on, and that makes it more dangerous. But then the danger makes it more exciting.”
Start with the long view: history, theory, long-form study.
This is just the beginning of the paradox I mentioned, where something that should be easy because everyone enjoys it requires more intensive preparation compared with some less-appreciated subjects. Many students of film love to show off technical buzzwords that are now readily accessible in online glossaries – montage, lenses, light sources, transition effects, performative style, and so on. A few others will come prepared with terms like actualities, Classical Hollywood, New Wave (or its foreign-language equivalent), and any number of isms – neorealism, Expressionism, feminism, etc.
The next obvious question is something that’s been so neglected – because it’s been unasked, but that’s no excuse. What value then should we hold for a medium that has also proved helpful for our own purposes of change? (One, we should add, whose imperial country’s representatives faced censorship threats from their own officials when they produced films in the colony.) Are we really the ones, or the only ones, entitled to its use? What happens when our own audiences refuse to watch the movies our artists so painstakingly planned and funded and completed, only to discover that foreigners were more receptive to them?
As you will see, and probably be alarmed by, there is no excuse to be as unaware of these issues regarding film and the theories it raised, as there is no reason to be ignorant of how film (as well as preceding media like photography and print, and succeeding media like radio and TV) was used by all the colonizing forces that occupied the country: the Spaniards (who introduced it, during the eve of the execution of Jose Rizal), the Americans (who reintroduced it and made it a social and industrial institution), even the Japanese. Next time you’re tempted to crow about “film for social change,” imagine first the voice of Donald Trump countering, “You should be glad we bigly developed that unpresidented medium and made it available for the rest of the world, instead of claiming it for yourself. Sad.”
Look inward at your personal motive(s).
All social intercourse necessarily involves a certain degree of narcissism, so it won’t be useful denying that fact or decrying its presence in others. It bears repeating, though: narcissism only becomes a liability when it’s enabled by privilege – of any kind, even a justified one. I know, a prominent local film authority once went on record to say that film critics should have the proper academic qualification, by which he meant, ideally, a doctorate in film. Bad news: I have one, and I never assumed that I was qualified, even when I still had to get one and knew I’d be able to, if the opportunity presented itself. For all our complaints about American personalities, one of the best cultural takeaways I had was that, in any “best” institution, people called everyone else by the nicknames they prefer.
What this means is that you might have enough of a record to demand respect from everyone else, but if you stumble, you stumble, and you can’t expect anyone to say she saw you walk straight unless you bribe or bamboozle her. The informality of American culture ensures this: we called everyone by their first names because if they were professors, they all had doctorates; if they didn’t, they could probably earn it eventually; and even if they already had their degrees, someone else will always be able to come along and excel as well as or better than they did, so they were always aware that they had to constantly prove themselves.
You can imagine how this worked out for me in an East-Asian Confucian situation, where people always had to defer to others for being old, or male, or wealthy, or superior in position, and so on. A few people would insist on their privilege, but the outcome was always predictable: these turned out to be the same people who’d never be able to boost their names beyond the degrees that they already had.
We also have to mention here the special case of critics who aspire to make a name so that they can be accepted as auteur personalities. A film critic is always-already an auteur personality, but we’re talking about the example of people from an era when the medium was still insufficiently developed, so it was always possible for an aesthetician to articulate a vision for improving film practice, then engage in that same area in order to illustrate her point.
 Again, if you’re privileged enough not to care, go ahead and write what you want and give yourself the break you think you deserve; but don’t be surprised if no one is impressed by the results.If that’s what motivates you, well and good if you own up to it, but keep in mind a few things: first, when you want to talk critically about someone’s command of audiovisual language, better be ready to prove your own expertise in the present language you’re using; second, success in crossing-over will not be predictable even so – Philippine cinema is littered with the figurative corpses of competent film critics who wound up with less-than-impressive movies; third, cynically motivated criticism, where you provide mediocre and/or slapdash output because you’re biding yourself for the big industry break, will result in readers so turned off that they won’t want to have anything to do with you.
Insist on the use of basic study tools.
“Basic” is always relative, but assuming you’re a layperson, these refer to such methods as research, critical analysis, and scientific review. These sound academic, and they are, at least in origin, but people who’ve been working in scholarly disciplines long enough already own the key to making them work for anyone. It has to do with the previous bit of advice – knowing yourself – and making sure, in the face of objections from all over, that this is exactly what you want to do. When that happens, all the negative responses you’ll hear from people forced into the activity (too many things to read and watch, too much theory to work through, too much drafting and revision to undertake, and so on) will not matter. What’s work to others will be fun for you.
And if you think you’ll be “rewarding” yourself by promising that you’ll shift to creative processes later, here’s some bad news that should really be good news except for cynics and cheats: you’ll still continue needing the same tools I mentioned, though not in the same way obviously, and with a different form of end-result. But go ahead, look for the best art practitioners in the field you think you’ll excel in, determine how much productive discourse their work can engender, and see if you can argue that critical thinking had nothing whatsoever to do with it. The less-informed commentators will fall back on the usual magical explanations – that the artist’s a genius, touched by inspiration, lucky to possess good genes, and so on. It’s fine to dwell on fantastic speculations once in a while, but you’ll be fooling yourself if you think great work appears despite the absence of adequate materials that also prove useful in exercises as mundane as scholarly research and publication.
At this stage, we may as well turn to the conclusion that’s been obvious to anyone who’s practiced in productivity that makes use of critical and creative principles. Word of warning: this will prove so unthinkable that whenever I venture to mention it, I get responses that range from objections to violent denunciations. To be honest, it’s usually other academics who feel behooved to register their disagreement, probably because their profession is premised on (the artificiality of) specialization. The only fact I can state in my defense is that it works for me, and for the artists that I count as the best we can identify around us.
The point I’m about to mention is simple: there is no difference between criticism and artistic output. This should be obvious to anyone who regards any kind of writing as literature, but you will find Filipino critics who claim to be fully invested in praxis, who’ll nevertheless say otherwise. I’ve been fortunate though in collaborating with artists and writers who share the same regard for these essential values. This entire text is premised on that belief, so the only real choice for people conflicted about the usefulness of rules imposed in certain professional contexts like newsrooms or classrooms is to regard the prospective result as just another literary genre.
The formal requirements for criticism, like the ones that apply to poetry, fiction, dramatic writing, and so on, are simply sets of rules that any serious practitioner looks into opportunities to challenge and possibly overturn. It bears repeating here, that a teacher who prescribes a fixed approach to writing style is in fact ensuring that none of her students will be able to surpass her, just as she never will be able to surpass herself; although in the end, I always hold the students accountable for studying criticism without being critical enough to see when they’ve been trapped in someone else’s self-imposed strictures.
 Acknowledging here the influence of the excellent lecture, “That Crafty Feeling,” given by Zadie Smith at the Columbia University Writing Program, where she admits her reluctance to prescribe approaches to writing, and instead proffers a list of markers that she observes when she writes her novels.
 I was still in US graduate school when the tide began to turn against the so-called Satanic Panic trend in North America. This began in the 1980s when day-care centers had proliferated to accommodate children of working mothers. Within a cultural atmosphere of dread and paranoia fed by televangelists who preached about the literal existence of angels and demons, parents, social workers, and investigators “interviewed” children and convinced them that they had repressed memories of their teachers engaging them in devil worship that involved sex orgies, bestiality, human sacrifice, and similar other outlandish claims. Several day-care centers had to shut down, their personnel languishing in prison despite a complete absence of evidence. For a comprehensive account, see David Hechler’s The Battle and the Backlash. A number of cases were dismissed and overturned in the 1990s. A direct line may be drawn from this scandal to the conspiratorial QAnon claims of the Donald Trump presidency.
 Same reason why I tend to gravitate toward rural and university-belt schools, where there’s less of a hurdle in reorienting young people toward more rational and scientific thought processes. Unfair as it may sound, my once-regular exercise in clearing out cobwebs in my mind’s chambers, prior to starting another academic year, saddled me with impatience in instructing people who still have to be taught this basic exercise in mental hygiene.
 Meryl Streep, as quoted by Karina Longworth (12).
 The only review of my book that I felt compelled to answer was ironically an appreciative one, that nevertheless complained that I had a “penchant for unfamiliar words and ambiguous phrases” and named terms that were actually current in film, performance, and cultural studies. I was admittedly harsh but I was probably on alert regarding the implicit attitude of “why give me a hard time when it’s only about movies?” See “The Reviewer Reviewed,” which I posted in the Extras section’s FWIW subsection of Ámauteurish!
 See Vladimir Ilyich Lenin’s “Directives on the Film Business” in Lenin Collected Works. For a detailed account of Dean Worcester’s photographic and film documentations in the Philippines as well as the New York Times’s enthusiastic reception, see Mark Rice’s Dean Worcester’s Fantasy Islands; a fuller context is provided in Alfred W. McCoy’s Policing America’s Empire. Note that despite the term “Pinas” in the title of this manual, I do not make a claim for any distinct Filipinoness in what I write, beyond the fact that I identify primarily as a scholar of the country’s pop culture.
 Several essays by André Bazin, notably “The Ontology of the Photographic Image,” “The Myth of Total Cinema,” “The Evolution of the Language of Cinema,” and “The Virtues and Limitations of Montage” – all in the first volume of What Is Cinema? – are regarded as the first in a long line of often contentious give-and-takes on the issue. David Bordwell, namechecked in a mini-appendix, regards Bazin’s theorizations as central to what he termed a “dialectical version” of film history, in On the History of Film Style (46-82).
 The only instance of a Filipino film critic successfully making a transition to filmmaking turned out to be triumphant at both ends: Ishmael Bernal had been publishing superior reviews during the late New Criticism period, with his other critical colleagues (somewhat dubiously) organizing themselves into the critics circle I mentioned earlier. Further disclosure: I once accepted an invitation to join this same circle, early in my own stage as nationally published writer. On the other hand, if you intend to maintain equal or stronger presence in scholarship, then my advice is to steer clear of the national university’s misguided example of granting tenure and promotion points for “creative” output (all the while complaining about the humanities faculty’s paucity in research), and look more closely into screen media practice research. Sometimes abbreviated as SMPR, this area of study is fairly recent, although unfortunately its rationale and methods fall outside the scope of this manual.