SCHOOL OF MEDICAL

LABORATORY SCIENCE
PHILIPPINE POPULAR CULTURE
SAN PEDRO COLLEGE – MAIN
CAMPUS
Instructor’s Name: Janice B. Sawe
AY 2022 – 2023 - 2ND SEMESTER LESSON NO.5 - COMPONENTS OF CULTURE-MATERIAL CULTURE AND
NON-MATERIAL CULTURE

● Pre-Spanish Period (cave, tree house, Nipa hut/Bahay

OUTLINE Kubo).
I. Components of Culture ● Spanish Period (Forts, Plaza, Churches, Government
A. Material Culture building or capitol, Bahay na bato or Stone House).
1. Art ● American Period (Chalet, two-storey house, bungalow
2. Architecture and Housing house, residential architecture).
3. Tools of Communication - We can learn a lot about the culture of a period by
4. Food looking at the material artifacts of that age. Indian art
B. Non-Material Culture and architecture are distinguished by their religious
1. Cognitive content, exquisite style and philosophical outlook. The
2. Normative artistic remains show their close connection with religion.
● Architecture of the Pre-Historic Period - In
North India, the Stone Age was followed by the
I. COMPONENTS OF CULTURE Copper Age, which was followed by the Iron Age.
But in South India, Stone Age was followed by the
Iron Age.
● Harappan Architecture - The discoveries of the
cities like Mohenjo Daro and Harappa show that
indus valley houses and the town planning show
that they had made much progress in
architecture. The public baths and public buildings
show that their architecture was characterized by
its utilitarianism.
● Architecture during Vedic Culture - Aryans
developed a new culture in North India around
Figure 1. Components of Culture
2000 B.C. The great epics of Mahabharata and
Ramayana make reference to many places, royal
William Ogburn has given two forms of culture: courts, buildings and cities and a high degree of
A. Material Culture excellence in arts and architectural sense.
B. Non-Material Culture ● Buddhist Period - Not much progress in art and
architecture. Materials like the earth bamboo and
A. MATERIAL CULTURE wood were used for the purpose of construction.
A few buildings were made of stone.
All things that man has created, which are observed and ● Mauryan Period - Mauryan Empire made much
tangible are material artifacts. progress to art and architecture. Mauryan kings
→ Example: tools, table, chair etc. patronized many artists, architects, and
Elements of material culture in society can be observed engineers. Chandragupta had built a large and
through: beautiful wooden palace. King Ashoka built many
1. Art Stupas in honour of Lord Buddha.
- It refers to those forms of creative expression which ● Gupta Period - The Gupta era is regarded as the
are guided by aesthetic principles and which involve golden age in the history of ancient India. Art and
imagination, skill, and style. Every culture and society architecture entered its classical phase and a lot
has their own characteristic forms of art. For Example: of progress happened in architecture.
tea drinking is a form of art in Japan; calligraphy is a form ● Mughal-Maratha Period - The Indo-Islamic art of
of art in China and the Islamic Middle East. the earlier period was combined and there were
not many changes. To a certain extent, Persian
- Art is a universal aspect of human experience and influence was pre-dominant unto the end of the
there is no such known culture where art is not present. reign of Akbar after which Indian style dominated.
Art is not present. Art is a means by which people
express their values, perceptions of reality and the 3. Tools of Communication
identity of their culture. - There are different tools of communication used
by different communities. Some of them are:
2. Architecture and Housing I. Oral Culture - Communication here is generally
- The History and culture of the Philippines are reflected face-to-face and verbal.
in its architectural heritage. II. Writing - More than 5,000 years ago, the development
of alphabets took place independently in several places
Factors to consider in building a house: around the world. The medium used for carrying out this
form of communication was clay tablets by the
1. Setting (Geography) Sumerians, but Egyptians. Greeks, and Romans
2. Climate eventually made use of papyrus. Romans Later began to
3. Availability of resources use parchment. By A.D.100, the Chinese developed a
paper which was made from rags. Today, writing is no

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 SCHOOL OF MEDICAL
LABORATORY SCIENCE
PHILIPPINE POPULAR CULTURE
SAN PEDRO COLLEGE – MAIN
CAMPUS
Instructor’s Name: Janice B. Sawe
AY 2022 – 2023 - 2ND SEMESTER LESSON NO.5 - COMPONENTS OF CULTURE-MATERIAL CULTURE AND
NON-MATERIAL CULTURE
longer dependent on such rudimentary techniques and a
variety of paper and writing materials are used.
III. Printing Press - This led to the spread of written
material and to mass communication being possible.
IV. Modern Communication Technologies - These
include newspapers, magazines, motion pictures, radio,
television and more recently the internet.
4. Food
- Food is also considered as a form of art in many
societies and cultures.
- In many cultures, it is seen as a tradition and traditional
recipes are handed down from one generation to the
next, from mother to daughter. The type of food eaten is
also a part of culture. For Example: In China and India,
pigs are eaten and are seen as a source of protein but
religious tradition of Islam and Judaism forbid eating of
pork.
B. NON-MATERIAL CULTURE
● This refers to various symbolic creation of man. It consists of
the intangible products of human society.
- For Example: values, norms, attitudes.
● They are called Mentifacts. Both, material and non-material
cultures are originally linked.
● Material culture emerges out of non-material culture. Material
culture changes more frequently, whereas non-material
culture is slow to change. This gap between their paces of
change is known as Culture Lag.
- Example: Material aspect of Indian culture has
changed a lot, in terms of technology and
lifestyle; whereas non-material aspects like
region and social values change slowly.
Elements of non-material culture in society can be observed
through:
A. Cognitive (Knowledge and Beliefs)
a. Knowledge: All information about the material
world that can be objectively substantiated. It is
the storage and recall of learned information.
b. Beliefs: Ideas and speculation about the
physical, social and supernatural reality, not as
easily supported by facts. They are cultural
conventions that are concerned with true or
false assumptions, specific descriptions of the
nature of the universe and the place of human
begins in it.
B. Normative (Values and Norms)
a. Values: They are a part of the cultural system
and are inculcated into the psychological
system through socialization and are
instrumental in shaping and determining
behavior in groups and other social systems.
Example: Driving at high speed leads to
accidents is a belief; driving should not exceed
a certain limit is a value.
b. Norms: These are usually derived from values.
They are standards of behavior expected of
individuals by their social groups and therefore
norms supplement values. Values tend to be
BSMLS – 2G Team Writers: Tulio, Ipong, Montenegro, Flores
broad and non-specific and norms are specific
and definite.
● Norms can be:
○ Prescriptive Norms - are those which
prescribe or allow kinds of behavior to take
place. Example: in college, you should study.
○ Proscriptive Norms - are those which prohibit
certain kinds of behavior. Example: murder and
crime are those acts which are forbidden by
society.
○ Cultural Norms - states how culture should
ideally followed, that is, how it actually should
be. Example: one should always be honest.
○ Statistical Norm - is the measure of the actual
conduct in the society. It is the ‘the actual
behaviour of a person in a given situation.’
Example: one shouldn’t break a traffic light -
this is a norm =, but when one is in hurry and
one breaks it, then it is a statistical norm.
● Norms include
1. Folkways: they are workable patterns
accepted as appropriate but not insisted upon.
Example: if you eat food with your hand, you
won’t be punished. They are passed down from
generation to generation either through
deliberate or more imitation.
2. Mores: they are morally and strongly
sanctioned folkways regarded as important for
the survival of the group. Example: wearing
clothes is a mores. Negative mores are called
taboos, which mean that something should not
be done. Example: Incest- a sexual relation
relationship between father and daughter.
3. Customs: a custom is a long established
usage or practice, gradually accepted as an
appropriate mode of behaviour. Customs are
sanctioned by group pressure. In traditional
societies the hold of customs is very strong.
4. Laws: Laws are codified norms or rules
enacted by those who exercise political power
and are enforced through state machinery.
There is an element of force or compulsion in
law. They are needed in a modern, complex
society to maintain social order. it is more
formal as compared to the folkways, mores and
norms in the society.
● Different cultures manifest their non-material culture
through:
1. Folklores: Folklores are an important part of
many cultures, especially the primitive
communities. In primitive communities, cultural
transmission takes place through folklores.
Folklores contain the philosophy of the people
of that society or culture. Most of the folklores
have references made to the mutual relation of
the people to their gods. Folklores help in
socialization as they point out how different
types of offences are punished by the
supernatural powers. They also contain
descriptions about birds, beasts, trees and
human beings etc.
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 SCHOOL OF MEDICAL
LABORATORY SCIENCE
PHILIPPINE POPULAR CULTURE
SAN PEDRO COLLEGE – MAIN
CAMPUS
Instructor’s Name: Janice B. Sawe
AY 2022 – 2023 - 2ND SEMESTER LESSON NO.5 - COMPONENTS OF CULTURE-MATERIAL CULTURE AND
NON-MATERIAL CULTURE

2. Myths: Myths owe their origin to belief and

ideals associated with leaders, patriots, national REVIEW QUESTIONS
heroes, institutions and individuals. They are
handed down from one generation to the next. 1. Define culture. Explain the components of culture.
They set examples and guide people in their 2. explain how housing and architecture are components of
life. Despite the fact that they are imaginative material culture.
and unrealistic, they are still very important. For 3. Explain the Cognitive and Normative elements of
Example: In India, myths have originated in non-material culture.
connection with Lord Krishna, Brishma, 4. Discuss how non-material culture manifest itself.
Tulsidas etc. Myths have functions in a society 5. Write short notes on:
like making the social-cultural reality stable, ● Legends
predictable and capable of being endured. They ● Tools and Communication
also maintain the relationship or link between ● Art
the past, present, and future. They also induce ● Norms
a feeling of security and ascertain the beliefs of
people.
3. Legends: They are a form of social myth which
REFERENCES
are based on some part of historical facts and
deal mainly with heroes and events, which are Rai, R., & Panna, K. (2009). Introduction to culture
related to the successes and failures in a group studies. Global Media.
society. Mostly the heroes are religious and the
events related to them, are of a divine
supra-social nature. For Example: In India ,
there are many legends attached to the life of
Lord Krishna.
● There are different types of
legends:
1. Religious Legends - Shri
Krishna, Sai Baba , etc.
2. Political Legends - Gandhi,
Abraham Lincoln.
3. Economic Legend - Karl
Marx.
4. Social Legend - Mother
Teresa.
● Legends evolve due to many reasons and they
are very important because they represent the
ideals and values in a society and they provide
an opportunity for the individual to acquaint
himself/herself with the culture of that society.
Legends are also important because they are
attached with the emotions, feelings and
assumptions of a particular society and culture.
4. Aesthetics: In every society, people express
themselves through different ways of creative
expression. These are guided by aesthetic
principles involving imagination. beauty, skill and
style. Example: Many cultures have a history of
appreciating music, poetry, forms of dance and
paintings.
Every Culture includes both material as well as
non material. Even though material culture
changes more frequently and drastically, as
compared to non material culture, without either
of them, no culture is complete.

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 SCHOOL OF MEDICAL
LABORATORY SCIENCE
PHILIPPINE POPULAR CULTURE
SAN PEDRO COLLEGE – MAIN
CAMPUS
Instructor’s Name: Janice B. Sawe
AY 2022 – 2023 - 2ND SEMESTER LESSON NO.6 - TRANSFORMATION AND ANALYSIS
OUTLINE
I. Filipino Films/Cinema/Movies
II. Filipino Television
III. Filipino Radio
IV. Filipino Song and Music
V. Language and Literature
VI. Popular Filipino Food/Cuisine
VII. Philippine Komiks
VIII. Fashion and Clothing
IX. Games and Sports
X. Advertising and On-Line Shopping
I. FILIPINO FILMS/CINEMA/MOVIES
● Films expand our knowledge of history and culture. They
describe and explore different cultures around the world. They
reflect the values of society. They are more than entertainment;
They are a powerful force on the human experience. They have
the ability to communicate and entertain in a consumable way,
effective in delivering messages that can have great meaning to
individuals.
● In the 2000’s the decline of commercial movies and the
mainstream Philippine movies resulted to the emergence of
independent films (indie films/movies). This is also known as the
Philippine New Wave Cinema. Independent films are cheaper in
production cost and utilized digital camera. The movie in digital
forms was brought about by the digital revolution resulting to
digital and experimental cinema. Digital cinema was introduced
in the Philippines in 1999. People opted for a different and
cheaper form for entertainment - the television.
● Movies shape culture. It reflects the anxieties, beliefs and
values of the culture that produce them. It shapes and solidifies
a culture’s beliefs and influence fashion trends or figure of
speech. Movies affect us powerfully because of the combined
impact of images, music, dialogue. Lighting, sound, and special
effects that elicit deep feelings and help us reflect on pour lives.
They can help us better our understanding our own lives. The
lives of those around us and even how our society and culture
operate.
● Cinema has the capacity to compel an audience to show worlds
that are both exciting and unfamiliar. Films can affect society
both in positive and negative. It helps the economy grow, inspire
individuals and expand basic knowledge. Movies can also
create violence and bad habits, and may send bad messages to
the public.
II. FILIPINO TELEVISION
● Television was introduced in the Philippines in 1953 with the
commercial broadcast by Alto Broadcasting System (ABS)
founded by Charles Lindenberg, the father of Philippine
television. During this time several academic experiments were
done by notable innovators. DZAQ-TV3 was the first television
station in the country. It was believed to serve as a medium for
spreading information to the public.
● The 1st television set was manufactured by Radio wealth.
During that time only a few own TV sets so programs could not
be easily aired and known. The only places that had the best
TV’s were restaurants, public areas, hotels, hospitals and in the
BSMLS – 2G Team Writers: Tulio, Ipong, Montenegro, Flores
homes of prominent people. Early channels lasted for 4 hours a
day and ran out of program, TV began to air stage plays.
● Television remains to be major advertising platform in the
Philippines. The programs and the news people watch are still
produced by TV networks. Recently two major networks
dominated the air- ABS-CBN and GMA. Telenovela or TV series
became popular. Television drama or teleserye is the Filipino
telenovela (P drama) a form of melodramatic serialized fiction in
television. A lot of talent-based singing and dancing shows were
produced for television.
● In a survey conducted by Kantar Media in 2016, showed that
television remains the Filipino’s go-to-media platform for
consuming content despite the growing internet usage. There
are 96.6% of FIlipinos watch TV daily and they spend longer
time in front of their TV sets devoting 3,7 hours watching their
favourite programs. The results showed that TV will remain a
dominant medium in the country for many more years because
it is easily accessed by Filipinos, especially in the rural areas
despite internet access.
III. FILIPINO RADIO
● Then original purpose of the radio was during the World War II
by the US military in war when the US Navy controlled the radio
to prevent its possible use by enemy spies. KZSO the radio was
set inside the navy submarine in1974, playing a vital role and
contribute largely to the early occupation of the Philippines by
the US armed forces.
● Radio was used to convey information from one to another
through the intervening media (air, space, non-conducting
materials) without wires. Radio was also used for transmission
of data in coded form. It is a receiver that is electronic and
receives and detects transmitted signals. The transient nature of
radio makes it ephemeral.
● The transistor radio was an innovation which revolutionized in
the local level. The transistor revolution in the Philippines began
in 1959 when CARE donated few thousands transistor to the
barrios. Pres. Carlos Garcia that time believed that radios would
combat subversive elements in the rural areas. Many rural areas
do not have electricity, the radio replaced the usual method of
getting information by word of mouth. People quickly accepted
radio programs (Soap opera, balagtasan. Advice programs and
music fare).
● Radio is a unique form of mass media due to its potential to
reach anyone, even the illiterates. Radio news in the 1930’s and
the 1940’s brought emotional impact of traumatic events to the
listening public in a way gave the nation a sense of unity. It has
evolved into a steadfast means of communication, enabling
rapid sharing of information.
● Radio has a profound impact on many aspects of society and
culture, particularly on the humanities. Radio allowed for the
transmission of music all around the world, bringing different
styles like opera and bluegrass to other parts of the world had
never even imagined such things. Radio played a significant role
in chronicling the People’s Power Revolution in 1986 which
covered a four- day spontaneous coverage of a popular uprising
resulting to a peaceful overthrow of a director.
● Radio have limitations, it is not suitable for all types of
commercials as some require illustration or demonstration.
Radio may broadcast a well-developed lesson but cannot
develop a lesson with the audience. Issues like “envelopmental
journalism “or bribing became prevalent. Radio has been
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 SCHOOL OF MEDICAL
LABORATORY SCIENCE
PHILIPPINE POPULAR CULTURE
SAN PEDRO COLLEGE – MAIN
CAMPUS
Instructor’s Name: Janice B. Sawe
AY 2022 – 2023 - 2ND SEMESTER LESSON NO.6 - TRANSFORMATION AND ANALYSIS
criticized as engaging in sensationalism, mudslinging and
tabloid broadcast journalism. Many radio journalists tread on
dangerous grounds risking their lives.
● In the global village, the threat of cultural homogenization or
domination, especially by those who own and control technology
becomes even more real.
IV. FILIPINO SONGS AND MUSIC
● Popular music are music with wide appeal typically distributed to
large audiences through the music industry. Also known as pop
music it became popular because it creates a sense of
familiarity for listeners. It is varied and useful to help make the
industry more appealing to a wide audience of people. Pop
music is good music and is enjoyed by many people.
● In the 1950’s rock and roll was the louder and more exciting type
of pop music which emerged with songs about youthful rebellion
and teenage love. In 1973, the pop music industry in the
Philippines long dominated by Americans top 40 was jolted by
the emergence of a new kind of sound. At the same time the
protest movement found in the popular forms of western rock
and folk powerful vehicles for cultural resistance. The creation of
institutions brought about by colonial social and cultural
influences and the absorption of the country in the global
political economy created a form of leisure fit for the society.
This social condition gave rise to the development of Philippine
popular music.
● Pop music is a combination of musical genres. The goal is to
express what the artist intends it to be, some for fame and
money others for enjoyment and fun sending a message or
something deeper to society. Research shows that listening to
popular music is a chemical produced by the brain, dopamine,
that is responsible for the overall mood of a person. It reflects
the emerging trends and not specific ideologies. Popular music
engages in rhythm, repetitive lyrics and approachable musical
style that is easy to sing along.
● This experimentation within and outside the industry generated
interest across social classes and opened many possibilities for
new kinds of popular music, later called Pinoy rock or Pinoy pop
music in the 1970’s .The search for Filipino identity in popular
music was attempted in the late 1980’s and in early 90’s.
● Folk pop was influenced by American folk musicians, these are
songs with sociopolitical bend. Alternative music came about
through the fusing of indigenous musical elements with foreign
pop icons. As the decade of the 90’s commenced, more and
more alternative artists entered into the mainstream.
V. LANGUAGE AND LITERATURE
● Popular literature includes writings for the masses and those
that find favor with large audiences. It can be distinguished from
artistic literature in that it is designed to entertain. Philippine
literature has manifested a popular orientation in the way both
the preliterate and literate traditions have communicated with
the ordinary Filipino readers who constitute the majority in a
given community.
● Literature is one way of helping people make sense of their lives
by making complex reality intelligible through a number of
conventions. Philippine literature have withstood time and
BSMLS – 2G Team Writers: Tulio, Ipong, Montenegro, Flores
periods and has evolved through generations. From every
period ,different genres appeared and these literary works
rooted from all regions reflecting their culture, society and
lifestyle.
● The 21st century literature evolved with various genres, themes
and voices. The country continues to develop in many aspects
as a liberal and democratic country. The worldwide innovation,
exchange and sharing of ideas has made the country become
pat of the events and trends. Technology was used to impart
and experience literature to the younger generation. This was
the primary tool for learning and being engaged in literature
through the use of internets and gadgets in acquiring knowledge
and information.
● The flowering of Philippine literature came after the Martial Law
days. The resurgence of committed literature appeared in the
1960’s and the 1970’s . Filipino writers continued to write poetry,
short stories, novellas, novels and essays .Literature continued
to change as society changes. With technology, authors are
trying to address absolute human questions in new ways giving
birth to the 21st century new literary genres.
VI. POPULAR FILIPINO FOOD/CUISINE
● Filipinos love to eat since they are naturally hospitable and
gregarious. Food is the basis of social life and people bond over
food trips. Filipino cuisine is composed of the cuisines of more
than hundred distinct ethno-linguistic groups throughout the
Philippine archipelago. Filipino food combines the eastern and
western idea and is strongly influenced by Chinese, Spanish
and American tradition. The approach to food was drastically
influenced by trade and conquest.
● Food plays a major role in promoting the country’s national
identity and culture. It is important as it is an integral part of local
art and culture as well as communal existence. Filipino cuisine is
steadily gaining popularity around the world for its spice-packed
flavourful taste. Filipino culture and cooking are still represented
in each dish , some even with a hint of peaceful resistance.
● Street food and fast food became the trends in the food industry.
America’ influence is palpable in the Philippines with the coming
in of fast food that competed with local Filipino fast food chains.
Food kiosks and stands abound especially in malls, supermarket
food courts, food parks, public transportation terminals, and
university cafeterias where much variety of food are sold.
Filipino street food is one of the best however questions of
cleanliness is raise, however due to its affordability and taste
many people still patronize these traditional way of street
vending.
● The millennial eating habits have changed the food industry.
They want convenience, transparency and responsibility, and
they want trendiness. Social media is a huge part of the dining
experience resorting to Facebook, Instagram and Snapchat
regularly on a daily basis. Many of the millennial claims that they
receive food news from peers on Facebook. Social media
accounts of restaurants would show Instagram-worthy, modern
and aesthetically pleasing menu design, ambiance and décor to
their clients.
● In the age of advanced technology fast food was not enough.
Mobile delivery services have allowed food to move speedier.
Some establishment had in–house delivery system in place
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 SCHOOL OF MEDICAL
LABORATORY SCIENCE
PHILIPPINE POPULAR CULTURE
SAN PEDRO COLLEGE – MAIN
CAMPUS
Instructor’s Name: Janice B. Sawe
AY 2022 – 2023 - 2ND SEMESTER LESSON NO.6 - TRANSFORMATION AND ANALYSIS
tapping on an app and having numerous meals to choose from.
Delivery systems list several cuisines to choose from as well as
groceries with options of selecting where and what time to have
the orders delivered.
● With restaurants facing exorbitant rent increases, overhead
costs, rising wages and personnel challenges new solutions are
sprouting to challenge traditional business models. Ghost
kitchens also known as cloud or virtual kitchens are restaurants
built exclusively for take-away orders. This resulted to a
phenomenon of global explosion in home delivery services. This
demand is prominent in Asia where online food delivery market
is estimated to be more 5 than 50% of the global share.
VII. PHILIPPINE KOMIKS
● Komiks refers to a form of illustrated stories portraying various
characters and topics from experiences in everyday life to
different kinds of adventures, exploits and heroism to dramatic
or humorous scenes. It could be a short story or a quite lengthy
novel. It is equivalent of English “comics” or “comic book”.
Komiks are affordable form of entertainment to escape the daily
realities. The language use and the images complement the
texts thus making it popular to readers.
● In the 19th century, comics in from editorial cartoons were seen
as a form of political expression. The public grew interest
toward editorial cartoons that depicted socio- political issues of
the time. Komiks is a form of reading entertainment that became
and popular from 1920,s to the present. It was inspired by
American mainstream comic strips and comic books during the
20th century. After World War II the komiks became widely
popular.
● Comics in the Philippines has taken on many uses, they have
been source of entertainment, education, and political and
social commentaries. Filipino comic books are stories of the
generation, a search for cultural identity, a gift of laughter and
amusement. An escape to widen the imagination and to go
beyond the limitations of present day realities. Komiks is among
the cheapest forms of entertainment available to the poor.
Comics undoubtedly have a huge influence and following in the
popular culture in the Philippines.
● Comics-based movies are sure blockbusters with the Philippine
movie industry following the formula of making big movie
production based on successful comics series. Pinoy komiks
tells of superheroes who tend to be “poor underdogs” reflecting
the colonial history of the country. While regarded as a low form
of art, komiks has influenced culture despite the advent of other
forms of media and entertainment such as television and video
games.
● History has been witnessed to the rise and fall of Philippine
comics but the 21st century is seeing the revival of the medium
and the industry. The appeal of komiks has not completely died
out. A new generation of creators is trying to revive and
re-introduce the legacy of Philippine komiks. The present comic
style retains the local character by way of stories that depict the
Filipino culture highlighting the traits of resilience and
resourcefulness.
● Webcomics were recently produced by independent Filipino
web –based artists. Several factors produced the steady rise of
komiks : digital technology gave access to local and global
influences that in turn inspired artists to create and post on
social media, colleges and universities offered digital art
BSMLS – 2G Team Writers: Tulio, Ipong, Montenegro, Flores
courses and the blossoming of literary festivals, affordable art
markets and fandom conventions.
VIII. FASHION AND CLOTHING
● Fashion is defined as the cultural construction of the embodied
identity. It encompasses all forms of self-fashioning including
street styles as well as the so-called high fashion created by
designers and couturiers. Fashion and clothing refers to the way
the people of Filipino society dress up in instances such as while
they are at home, while at work, while travelling and when
attending special occasions
● Fashion is important part of culture and society. It gives people a
way to express themselves. It has the potential to bring different
people together to elaborate their own individuality. Clothes
affect the way individuals see themselves. Dress sense
embodies personal wealth and taste. The attire reflects the
individual’s taste and personality. In the Philippines culture,
customs and fashion sense have been defined by influences of
Spain, Japan and America. The character is basically
colonial-inspired.
● Fashion communicates in different ways that material things like
clothes and accessories are the most important ones in life.
Fashion defines a personas an expression of an individual’s
personality or attitude in their aesthetic choices like clothing,
accessories, hairstyles and outfit.
● What is hip or popular at a certain point in time Trends I fashion
and clothing refers to a certain style in fashion or entertainment.
Young people stick to fashion to get a sense of identity and to
expose themselves. The pop culture affect young people the
most because it is ever changing. Popular culture changes with
time and young people love to have something cool and trendy
of their time.
● The best fashion designers in Asia are acknowledged to be
Filipinos. Filipino brands have entered the markets locally and
internationally. Fashion on-line shopping has become a trend
lately. In the 2000’s Korean pop music and television trended
with long straight hair, blending with American culture.
Present-day Filipinos wear T-shirt with maong (jeans) which are
American influences . Later the 1950’s and 1960’s fashion trend
or what is known as “retro” came about bringing out the wearing
of skirts and leggings. The Filipiniana gown or cocktail and the
Barong Tagalog are still considered to be formal wear for women
and men in the country.
● Looking at fashion in recent times, the country has no single
fashion style because the people have not fully developed their
own identity. Fashion was heavily influenced, dominated and
saturated by colonial influences. This is evident in every aspect
of life- the language, lifestyle, behaviour, clothing and food.
IX. GAMES AND SPORTS
● Traditional Filipino games are social games or team-building
activities. Due to scarcity of materials to make toys children in
the rural areas use their ingenuity and innovate toys and
playthings they can find in their homes and neighbourhood.
They invented games that don’t require anything but the players
themselves. These games were common pastimes especially
during holidays and summertime. Games before were played
outdoors involving physical activity. Usually children play in the
afternoons and evenings on moonlit nights.
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 SCHOOL OF MEDICAL
LABORATORY SCIENCE
PHILIPPINE POPULAR CULTURE
SAN PEDRO COLLEGE – MAIN
CAMPUS
Instructor’s Name: Janice B. Sawe
AY 2022 – 2023 - 2ND SEMESTER LESSON NO.6 - TRANSFORMATION AND ANALYSIS
● Traditional games are the best platform for promoting peace,
harmony, goodwill and camaraderie in the community. Games
have been part of Filipino pastime, these games are
cooperatively played promoting close social relationships in the
family, in school and in the community. Filipinos play games to
make them healthy and fit. Doing sport activities in times when
they are stressed out and exhausted keep them mentally and
physically fit.
● The advent of computer games has drastically overshadowed
traditional Filipino games. Children of the present generation
prefer to sit in front of the computer and immerse themselves in
a “different playground” instead of interacting with actual
playmates. Today’s kids are stuck on their phones, iPods. And
PSP’s. On-line gaming, video games and computer games
changed popular culture in so many ways. The exposure of
children in technological devices leads to less interest in playing
Filipino games, or other social play.
● The video game culture is a worldwide new media subculture
formed by video games. This developed popularity and have
significant influence on popular culture. Later gaming went
mainstream and has influenced culture today. The gaming
culture attracts die-hard fans and amassed profits for the
entertainment industry. Video games can be seen in social
media, politics, television, film, music and the YouTube. Video
games became popular culture phenomena .Recently E- sports,
the competitive video games emerged as one of the new crops
of sports.
● The gaming community started its commercial birth in the 1950’s
as technology gaming blossomed into one of the most profitable
world. The mobile industry have opened the doors to a new
generation of gamers . Today children “multi-task” across
multiple modalities, playing video game, reading and writing
about mythology, researching on the internet and even
contributing to websites devoted to the game and wider topics in
mythology.
● While these games help kids develop their cognitive skills there
are downsides to engaging in computer and video games. Video
games replicate the structures of the social system and by
playing games players are enacting the social relations of the
subordinate with the one crucial inversion. These games are
criticized to have violent content are also implicating political
culture. It reaches out to a majority audience through a very
powerful medium of digital interaction. Games transform a
spectacle into participation.
X. ADVERTISING AND ON-LINE SHOPPING
● Advertising is defined as promoting a product or service through
the use of paid announcements. These announcements have
had enormous effect on modern culture and thus deserve
attention in treating the effect of media on culture.
● Advertising promotes choice and reflects the existing cultural
values it has an effect on normalizing values and behaviors. It
expands the size of the market. Advertising techniques include
emotional appeal, promotional bandwagon advertising, facts and
statistics, advertising unfinished ads, weasel words,
endorsements and complementing the customers. Advertising is
one way which people learn about their health by showing the
BSMLS – 2G Team Writers: Tulio, Ipong, Montenegro, Flores
good points of their products. It influences people by making
good impression that can persuade them.
● Television still reign supreme as most effective advertising
medium in the Philippines but with video – 0n –demand (VOD)
advertisements in social media and other online platforms
supplementing TV’s effectiveness. Consumers have the power
to select, watch or listen to video content they want .Viewers are
expanding their range of viewing platforms and the amount of
media they are consuming. Many are using computers and
mobile phones to watch h VOD programming. Convenience is
an important consideration of consumers.
● Digital advertising such as e-mail, banner, text, display pop ups,
content , flash HTML, mobile ads, blogs and product feeds
resulted to the decline of other forms of advertising like cable TV
and print publications. Many newspapers ceased to exist as
printed products evolved to the online information source.
Affiliate industries like print and broadcast media, publishing and
printing, film, print and production emerged. Advertising was the
hardest hit industry in the present.
● Advertising can be harmful and also beneficial to society.
Unrealistic expectations, false image are the social and
economic benefits . It could encourage companies to compete
and provide new products. It is said that popular culture affects
ads or that ads affect popular culture. But at the end, ads and
popular culture affects each other.
● On-line shopping is a form of electronic commerce which allows
consumers to directly but goods or services from a seller over
the internet using a web-browser. The Philippines is a youthful
and vibrant consumer market with strong growth potential the
shopping experience is important to consumers who visit malls
not only to make purchase but also as a family or social activity.
Online shopping is becoming more popular among young
Filipino who are among the most socially conscious consumers
in the world.
REFERENCES
https://drive.google.com/file/d/1HfIxQCtTKMWy36UmJI
qmfmy17wBK29yn/view?fbclid=IwAR3lLgloaiDlz1olGJ8H
3Mo9RG5Y2a3OACz7WTUUq_czFU0N8_Wzif-2NaA
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 Is Commercial Culture Popular Culture?: A Question for Popular Communication
Scholars Matthew P. McAllister Virginia Tech

Commercial culture may be a lot of things. It may be a subset of consumer culture. It may be a
defining element of mass culture. It may even at times be high culture or “art,” as Berger (2000)
and advertising creatives (Soar, 2000) have contended. But, at least conceptually, the answer to
the title of this essay is no: Commercial culture is not the same thing as popular culture. This
stance can be qualified and is not universally shared. But several scholars of popular
communication emphasize the importance for the popular of such concepts as participatory
texts, authenticity, and genuine pleasure, elements that may be less central to the commercial.

So if they are not the same thing, why should advertising—as an intense form of commercial
culture—be a topic of future exploration in the journal Popular Communication? The commercial
form should be studied under this rubric because of the impact commercial culture has on
specific forms of popular culture. Communication scholarship, with its emphasis on the power of
the message, its mix of receiver- and sender-based modes of understanding, and its
interdisciplinary roots and nature, may offer unique insight into this commercial impact. In
addition, industrial practices and trade discourse often assume the two forms of culture are the
same thing, and there are many social and economic forces that are pushing commercial and
popular culture together. Whatever form of culture or communication that is coming out of this
centripetal process should be studied with many of the same theoretical, critical, and
methodological tools that define the best scholarship in popular communication and popular
culture? This scholarship also shows great potential to develop new techniques and theories to
grasp the ever-changing nature and growing influence of commercial culture.

Many of the assumptions about the differences between the two forms of culture come down to
definition, of course. Commercial culture, for example, can be defined as both commercial
culture and commercial culture. Commercial culture is the more far-reaching one, but also the
one that does not necessarily involve as a central tenet the integration of advertising forms with
entertainment. This version, closely related to the idea of “mass culture,” refers to culture that
results from a commercial system, a system where the profit motive overwhelmingly dominates.
Heavy-duty marketing, corporate ownership, and predictable production processes of cultural
products are involved. By this definition, commercial culture is huge. It would include the big
blockbuster film, the highly promoted network television show, and the mass-market paperback
romance novel.

To eliminate this category of culture from notions of “the popular” excludes a lot of cultural forms
and is therefore a potentially contentious definition. Nevertheless, such claims are found.
Arguing for the importance of a distinction between mass commercial culture and popular
culture is Stephen Duncombe (1997) in his thoughtful discussion of “zines” as underground
culture. For Duncombe, popular culture is strongly associated with another kind of culture,
“participatory culture,” and for him the idea of authenticity is central. From his perspective, mass
commercial culture is neither participatory nor authentic. He contended that commercial culture
is not popular culture. It may be popular, but its popularity is a means to an end: that of being a
profitable commodity. As a result, fans are continually betrayed in their quest to make the
culture theirs, and the process of connection must be continually reinvented, ad infinitum.

Duncombe’s discussion of commercial culture assumes commercial culture is mass culture. For
him, a key issue is that popular culture is authentically popular— created by those who find
pleasure in the culture and use it to understand and change their lives. Duncombe distinguished
between popular culture that arises in such an authentic way and commercial culture that is
manufactured to be popular. Duncombe’s book, then, links underground culture with the notion
of the popular; zines are a form of grassroots popular culture that often exists as a reaction to
artificial and unauthentic commercial cultural forms.

A bit narrower definition of commercial culture, one that is the focus of the remainder of this
essay, may find agreement with a larger number of scholars when arguing for its exclusion from
notions of the popular. Commercial culture is not as broad but more deeply commercialistic. The
definition here is similar to the definition of “commercialization” offered by Mosco (1996): a
“process that specifically refers to the creation of a relationship between an audience and an
advertiser”. This definition of commercial culture overlaps with consumer culture, with the latter
also including shopping activities and the geography of retail space. Commercial culture, then,
refers specifically to advertising forms of mediated culture: culture designed to sell a product. By
this definition, advertisements are commercial culture. Commercial culture also results when
obvious advertising and promotional influences intrude on non advertising forms. Big
blockbuster films like Spider-Man (2002) become commercialized through such techniques as
product placement (one Spider-Man scene features the utility of Dr. Pepper cans for web
shooter target practice) and merchandising tie-ins (such as Spider-Man Toasted Oat cereal and
Spider- Man Pop-Tarts). The television show becomes commercial culture when it is used to
promote advertisers or other entertainment holdings, such as a 2002 Ford-sponsored reality-
based program on the WB network using a Ford ad slogan, “No Boundaries,” as the name of
the program. The book becomes commercial culture when an advertiser pays to have its
product featured prominently in a book.

Scholars have argued that commercial culture and popular culture offer significant differences
and may be in fact mutually exclusive. Assumptions about what popular culture is often arise out
of such comparisons. For example, although Jib Fowles (1996) in his book, appropriately titled
(for this essay) Advertising and Popular Culture, saw the two as “allied symbol systems”, much
of the book is spent comparing and contrasting the two forms of communication, arguing that
“advertising, while sharing many attributes with popular culture, is a categorically different sort of
symbolic content”. By highlighting advertising’s self-serving nature, the spectator’s skeptical
gaze, and more contained content forms (the 30-sec commercial, for instance), Fowles
contrasted popular culture as more pleasure oriented and appropriated more eagerly by
audiences.

When other scholars compare commercial culture and popular culture, they imply these
distinctions but concentrate on how commercial culture has affected and will continue to affect
the forms and functions of popular culture. Even when discussions of popular culture include
advertising, they often do so hesitantly and with the key notion of advertising intruding on
popular culture. The Popular Culture Association, known for its exploration (and celebration, at
times) of popular culture, has a long- standing Advertising Division. Some presentations in that
division may have indeed argued that advertising is legitimate popular culture. However, in
Advertising and Popular Culture (same title, different book from the previously discussed
Fowles, 1996), which published samples from the Advertising Division, the editor argued that
advertising scholars at the Popular Culture Association “highlight advertising’s impact on culture
and society,” implying a distinction from advertising as popular culture (Danna, 1992). Similarly,
in her discussion of “popular advertising” as a topic under the umbrella of the Popular
Communication Division of the International Communication Association, Zelizer (2000) argued
that scholars in this tradition “complicate the meaning of advertising in its popular dimensions”
rather than explore or discuss advertising’s placement in the popular domain.
 SCHOOL OF MEDICAL
LABORATORY SCIENCE
PHILIPPINE POPULAR CULTURE
SAN PEDRO COLLEGE – MAIN
CAMPUS
Instructor’s Name: Janice B. Sawe
AY 2022 – 2023 - 2ND SEMESTER LESSON NO.8 - Pop Culture in The Digital Age (New Media and Social Media)
OUTLINE
I. How Social Media is Destroying Society
II. New Media
III. Social Media
IV. Different Kinds of Network
V. The Theory of Netizen
VI. The Agenda-Setting Theory of McCombs and Shaw
LEARNING OBJECTIVES
● Identify various media in the Digital Age
● Discuss the essential impacts of new media to popular culture
● Explain the theories correlate to the new media
I. HOW SOCIAL MEDIA IS DESTROYING SOCIETY
https://youtu.be/yJ9oEi3Yyg0
II. NEW MEDIA
● Types of media are characterized by their use of digital
technology and their low physical cost of production and
distribution (Penn, 2019).
● Digital technology are electronic tools, systems devices, and
resources that generate, store, or process data (State
Government of Victoria, Australia, 2019).
● It is related to digital media that uses electronic devices for
distribution (Preston, 2020).
● Social networks are software formats that enable individuals,
groups, and companies to communicate and share information
such as images and text.
● Virtual communities are networks of people who share
information across the online community through a social
networking platform.
A. TYPES OF NEW MEDIA
● Mobile Application
→ games apps, productivity apps, lifestyle, entertainment apps
● Video and Audio Live Streaming
→ netflix, video on youtube, blog/vlogs, Spotify, etc.
● Digital/Satellite and Smart TVs
→ Digital television are primarily those that have a
pre-installed decoder service to access your favorite
channels
→ Smart televisions are a hybrid of TV and computer
● Computer and Online Games
→ Usually identified with video games
→ These are forms of interactive multimedia used for
entertainment played on a personal computer
→ Most often requires a license agreement
● Electronic Mails
→ These are stored in the computer and exchanged between
two users over telecommunications
→ One of the most largely used features on the Internet
→ Ray Tomlinson in 1917 sent the first email
● Electronic Books
→ These are books made available in digital form or readily
presented on a computer or handheld device
● Podcast
BSMLS – 2G Team Writers: Tulio, Ipong, Montenegro, Flores
→ A digital audio file is made available on the internet to
download on the computer or mobile device, commonly
available of which can be received by subscribers
automatically (Oxford Dictionary, 2020)
III.SOCIAL MEDIA
● It is characterized by its reliance on the network effect
→ Network effect – the value of the network gets higher as the
number of users and contributors increase
● Social media was a subset of new media from 2003 – 2013 but
now, it is entirely different platform
Figure 1. The Percentage of the Most Used Social Media
Platforms
IV. DIFFERENT KINDS OF NETWORK
● Media Network
→ Specializing on the distribution of the content like
photographs and videos
▪ Examples: Youtube and Instagram
● Social Network
→ Focus on the exchange and connection of ideas, thoughts,
and contents with other users.
▪ Examples: Facebook, Twitter, and LinkedIn
● Discussion Network
→ The ideal platform for in-depth discussion and allows
conversations to grow
▪ Examples: Quora, Reddit, and WordPress
● Review Network
→ Enables users to give reviews for products and services and
allows interactions
▪ Examples: Yelp and Glassdoor
● Social Blogging Network
→ Allows people to create content for their audience and help
them discover the content, and establishes engagement and
familiarity with your content
▪ Examples: Tumblr and Medium
V. THE THEORY OF NETIZEN (NET CITIZEN)
● The word ‘netizen’, though it has been used popularly in
current times, is a word from the theory of Michael Hauben
(1996) which is a corrupted term from the phrase ‘net citizen’
● As netizens, geographical separation in the actual reality is
replaced by existence in the same virtual space called the
Internet
● Hauben profoundly cautions that the Internet can, nevertheless,
be a ‘source of opinion’ though he said that a netizen can train
themselves to discern real from fabricated information.
● But, in a certain extreme way, even news reports are often bent
to suit the ‘infotainment’ genre favored by the general
audience (Demotic Turn, 2010)
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 SCHOOL OF MEDICAL
LABORATORY SCIENCE
PHILIPPINE POPULAR CULTURE
SAN PEDRO COLLEGE – MAIN
CAMPUS
Instructor’s Name: Janice B. Sawe
AY 2022 – 2023 - 2ND SEMESTER LESSON NO.8 - Pop Culture in The Digital Age (New Media and Social Media)

● There is a rise in opinionated news as reporters tend to bend → The change in attitude then will provoke behavior change
the news to stories they often favor and the media got what they were hoping to achieve
● An example of this is tabloidization or sensationalizing small
news items and making a big deal out of such Popular Culture as Power
● The world’s physical limits collapsed via the faster streaming of ● “Popular culture is power, and whoever wields it to manipulate
information and communication via the Internet, and true minds is likely to find its literary and technological machinery
enough, the effect is limitless and transcendental turned against him when the minds it has manipulated discover
● With democratizing power of media (Graeme Turner), everyone its potency as a political weapon.” (Lumbera, 1984)
can voice out their ideas via the Internet
● In the Philippines, internet usage penetration is more than 30%
as of 2012 and is continuously rising (Yahoo-Nielsen, 2013)
● More Filipinos use tablets and mobile phones to access the
Internet, and with the rise of smartphones in the country, we can
assume that the projected number can be rising exponentially
● However, the democratization of media, even if away from
Hauben’s idea 100% penetration in society, is still evident in
society, and this is via social networking sites such as
Facebook, Twitter, Instagram, and the likes
● Facebook is the most widely used platform (Yahoo-Nielsen,
2013)

VI. THE AGENDA-SETTING THEORY OF MCCOMBS

AND SHAW

● Agenda-Setting is a theory that holds intense media attention

increases the importance of certain topics, issues, and
individuals
● This theory has the ability to tell us what issues are important
and has a very powerful influence of the media

Figure 2. The Agenda Setting Function Theory

● Agenda setting functions mostly in mass communication and

media
● We (as an audience to mass media) use agenda-setting to
describe important events we have not personally witnessed
● The media uses agenda setting theory to inform us on what
they think is important to our society

Certain Sequence that the Agenda Setting Theory

Follows
● Research over the years believes that Agenda Setting Theory
follows a certain sequence:
→ The media presents information and provokes awareness of
issues
→ That information then provokes us to change our attitudes or
even keep the same attitudes

BSMLS – 2G Team Writers: Tulio, Ipong, Montenegro, Flores 2 of 2