2000 – 2004

2005 – 2008

1. Twitter’s influence on Filipinos 

People use Twitter to express their emotions, tell some insights and stay socially connected with others. Twitter is an
online microblogging service that distributes short messages of no more than 280 characters called “tweets .” It was
popularized in the Philippines in the year 2017.

The social network is a digital communication space and a portal to shared ideas, exciting content, and current events
that are updated in real-time. The Philippines is a country that frequently experiences disasters, such as typhoons.
During these events, many citizens spread information and communicate with each other through social media like
Twitter. BMPlus(2021) states that In these uncertain times, we must share kindness and the correct information,
especially with those who need it. Twitter has played a critical role in keeping Filipinos entertained and connected and
amplifying authoritative information from credible sources.

2009-2012

1.  Raffy Tulfo and our search for a hero

Raffy Tulfo hosts the public service radio show “Aksyon sa Radyo,” which has been airing since 2011. Its most popular
segment is “Aksyon at Sumbong,” which features walk-in complaints and offers instant, on-the-spot solutions —
usually through Tulfo’s arbitration and the program’s supposed government connections. The segments are uploaded
to the Raffy Tulfo in Action Youtube channel. The channel has over nine million subscribers and four billion views. It is
among the most popular Filipino Youtube channels by a Filipino entity.

According to Smith (2019), his relevance in pop culture is more than his popularity. He uses public service as a form of
entertainment. This is not a new format; the likes of ABS-CBN’s “Hoy Gising” from the 1990s and GMA’s “Wish Ko
Lang” from the 2000s use the same shtick. Jessica Soho, of GMA’s highly popular “Kapuso Mo, Jessica Soho,” also
features the lives and misfortune of others for the sake of entertainment in the name of public service.  

1. “ Gangnam Style” by Psy – A dance Craze

"If Gangnam Style were a disease, Filipinos are "patient zero": we're mainly to blame for spreading it across the
world."

On July 15, 2012, South Korean singer and rapper Psy broke the global internet with a bright blue tuxedo, an
unforgettable horse-riding dance, and a bouncy beat that dropped to the catchy lyric, "Oppan Gangnam style." After
the release of this song, it became undeniably popular across the Philippines and dominated the Filipinos, from kids
to elders. It is also considered one of the most popular cultures in the 2010s and even recognized by Guinness World
Records as the first YouTube video to hit 1 billion views.

A recent study by US and Hungary researchers shows that viral videos spread in the same way that real viruses do, in
a wave-like pattern that extends outward from a source. According to Dimacali (2017), this pattern is tricky to analyze
because viruses and videos don't require physical proximity to the source to spread. With the advent of air travel,
viruses can spread quickly over vast distances, like videos across the internet.
2013 – 2018

2. Eat Bulaga ‘accidentally’ creates AlDub, the decade’s most phenomenal (and least enduring) love
team

Alden Richards and Maine Mendoza's love team, AlDub, is undoubtedly the most incredible thing that happened in
pop culture in the 2010s decade. The pair was born when the camera caught Maine's candid reaction to seeing Alden
via live split screen on the variety show Eat Bulaga. Maine first appeared in one of the segments "All For Juan, Juan
For All" as a Yaya who can only communicate through vocal dubbing, and Alden was a co-host of the That's My Bae
contest.

The show's producers created a separate segment for the Kalyeserye, their "split screen" love story. According to
Smith (2019), the Aldub pairing is possibly the first love team in the Philippines to be created by fans, specifically on
Twitter, rather than talent management companies. AlDub was enormous. More importantly, the success of AlDub
demonstrated that fans could shape the culture. They can choose not to listen and consume what the powers-that-be
want them to consume. The fans are the culture in the AlDub phenomenon.

3. The rise of vlogging

The rise of vloggers is not a trend unique to the Philippines. Vlogging has democratized how we consume and create
content locally, so pop culture is. Smith(2019) states, "You don't have to have a conventional movie star looks to
become famous and have a large audience. You don't even need a television to get started. Network or a talent
management firm, on the other hand, you don't need a tv. Or a movie ticket to watch "content." To consume or
create "content," you need a smartphone and a stable internet connection." Mimiyuuuh, Laureen Uy, Benedict Cua,
and Lloyd Cadena, among many others, have become stars.

Besides the most popular topics on the service, almost every slot and interest is likely to have a Filipino Youtube
channel. Ryle Ranz and Niana Guerrero, siblings, have dance vlogs. With over eight million subscribers each, they are
among the most popular Pinoy vloggers on YouTube.

2019 -2022

4. TIKTOK

TikTok is a social networking platform for short video creation, sharing, and discovery. Filipinos mainly use the app to
express themselves through singing, dancing, comedy, and lip-syncing, allowing users to make and share videos with
others in the community. Lip-syncing videos have been a popular kind of user-generated content among teenagers
from the early days of social media (particularly on YouTube). The success of TV shows like Lip Sync Battle has also
contributed to increased interest in this sort of platform.

One of the most famous TikTok influencers is Niana Guerrero. Based on Satista.com, as of June 2, 2022, Niana
Guerrero was the most followed TikTok account holder in the Philippines, with 29.1 million followers.

5. Music & Spotify

According to Spotify.com, Spotify is a digital music, podcast, and video service that can access millions of songs and
other content from creators worldwide. People can listen here from a pc, cellphone, or other devices. It is the app
that, by and large, younger Filipinos make use of once they pay attention to a song or podcast. 

The popularity of Spotify has changed the way Filipinos consume music. In the Philippines, the podcast first became
available in 2014, and since then, it has gained popularity among Filipinos, making the country among Spotify’s
biggest markets in Asia. 
According to Spotify (2020), The top two Most Repeated Local Songs in the country were love songs by the artist: Mr.
Tabudlo’s “Binibini” and “Nangangamba.” Pinoy Hip-Hop rounded out the top five in the category PDL, Flow G, Skusta
Clee, and Yuridope’s “Pauwi Nako,” and Skusta Clee’s “Dance With You” and “Lagi.”

Pinoys to blame for Gangnam Style's viral success.

https://www.gmanetwork.com/news/scitech/science/619607/pinoys-to-blame-for-gangnam-
style-s-viral-success/story/

https://www.cnnphilippines.com/life/entertainment/2019/12/20/pop-culture-moments-2010s.html?
fbclid=IwAR0_PsyGYJttjZQ-g9BvxmSDF3kcn8CI4d-A0lG2SnSrpH4T7k-JMdvHADc

https://edition.cnn.com/style/article/psy-gangnam-style-10-years-intl-hnk/index.html

https://www.philstar.com/business/business-as-usual/2019/12/09/1975349/spotify-changes-way-pinoys-listen-music