INTRODUCTION TO PHILIPPINE POPULAR CULTURE

OVERVIEW
Popular culture is the set of practices, beliefs, and objects that embody the most broadly shared
meanings of a social system. It includes media objects, Entertainment and leisure, fashion and
trends, and linguistic conventions, among other things.

LEARNING OBJECTIVES
A. Define and frame the concepts of "culture", *popular*", and "popular culture".
B. Identify the different branches of Popular Culture.
C. Understand and Appreciate the history and evolution of Pop Culture in the Philippines.
D. Discuss the relationship between Media and Pop Culture.

LEARNING FOCUS
What is Popular Culture?
Popular culture is the set of practices, beliefs, and objects that embody the most broadly shared
meanings of a social system. It includes media objects, entertainment and leisure, fashion and
trends, and linguistic conventions, among other things. Popular culture is usually associated with
either mass culture or folk culture, and differentiated from high culture and various institutional
cultures (political culture, educational culture, legal culture, etc.). The association of popular
culture with mass culture leads to a focus on the position of popular culture within a capitalist
mode of economic production. Through this economic lens, popular culture is seen as a set of
commodities produced through capitalistic processes driven by a profit motive and sold to
consumers. In contrast, the association of popular culture with folk culture leads to a focus on
subcultures such as youth cultures or ethnic cultures. Through this subculture lens, popular
culture is seen as a set of practices by artists or other kinds of culture makers that result in
performances and objects that are received and interpreted by audiences, both within and beyond
the subcultural group. Holistic approaches examine the ways that popular culture begins as the
collective creation of a subculture and is then appropriated by the market system. Key issues in
the sociological analysis of popular culture include the representation of specific groups and
themes in the content of cultural objects or practices, the role of cultural production as a form of
social reproduction, and the extent to which audiences exercise agency in determining the
meanings of the culture that they consume.

Different Definitions of Popular Culture

In his wildly successful textbook "Cultural Theory and Popular Culture" (now in its 8th edition),
British media specialist John Storey offers six different definitions of popular culture.
 Popular culture is simply culture that is widely favored or well-liked by many people: it
has no negative connotations.
  Popular culture is whatever is left after you've identified what "high culture" is: in this
definition, pop culture is considered inferior, and it functions as a marker of status and
class.
 Pop culture can be defined as commercial objects that are produced for mass
consumption by non-discriminating consumers. In this definition, popular culture is a tool
used by the elites to suppress or take advantage of the masses.
 Popular culture is folk culture, something that arises from the people rather than imposed
upon them: pop culture is authentic (created by the people) as opposed to commercial
(thrust upon them by commercial enterprises).
 Pop culture is negotiated: partly imposed on by the dominant classes, and partly resisted
or changed.
 The last definition of pop culture discussed by Storey is that in the postmodern world, in
today's world, the distinction between "authentic" versus "commercial" is blurred. In pop
culture today, users are free to embrace some manufactured content, alter it for their own
use, or reject it entirely and create their own.

History and Evolution of Philippine Popular Culture

"Building a culture has to start with a foundation, and that foundation must necessarily be the
culture of the Filipino people if this could be separated with the encrustations grown on it by
colonial rule.”

Popular culture, according to National Artist for literature Bienvenido Lumbera in his book
Revaluation: Essays on Philippine Literature, Theatre and Popular Culture (1984), is highly
different from the folk culture and nationalist culture of the Filipinos. In a nutshell, folk culture is
the way of living in a place in a specific time and portrays the practices of a certain people, and
on how they cope to survive with nature. Nationalist culture is the culture created through
colonial resistance with the collective of a people on a given place and time. These two are
different from popular culture which can be traced even in the period of Hispanization of the
Philippines.

According to Lumbera, popular culture in the Philippines was created and used by the Spaniards
to the native Filipinos or Indios via plays and literature to get the heart of the natives and win it.
The colonial origins of popular culture found in the Philippines can be traced by looking at
salient developments in Philippine literature. The first permanent Spanish settlement began
replacing the native culture with a Christian and European tradition. The children of the native
elite under the tutelage of missionaries became a core group of intelligentsia called "ladinos", as
they became instrumental "in bringing into the vernacular, literary forms that were to be vehicles
for the "pacitication" of the natives". Forms of popular theatre and literature such as "the pasyon,
sinakulo, and korido ensured the acceptance and spread of Christianity, and the komedya and
awit did the same for the monarchy." Popular culture as introduced by the Spanish was "popular"
to the extent that it was a "watering-down of Spanish-European culture for the purpose of
winning the general populace over to the ideology of the colonial regime." Popular culture at the
time was created by colonial authorities, with the aid of the local intelligentsia, to promote the
interests of the Church and the State.

However, once the native intelligentsia saw the effects of popular culture and knew how to work
its way as propaganda, they soon used the Spanish weapon against them. In the 19th century,
through the Propaganda movement, the native intelligentsia used the same forms of popular
culture to "undermine the power of the abusive friars and rally the populace to put an end to
colonial rule" one example is the work of Marcelo H, del Pilar when he soon used prayers such
as the 'Aba, Ginoong Maria' and 'Ama Namin' in a sort of parody to strike against the abusive
Spanish Friars.

The advent of American colonialism brought, the properly so-called, popular culture to the
Philippines. The liberal policy regarding the printing press, soon through radio, television and
film, increased the circulation of of popular culture forms. Not only through these forms but also
in new media then, such as films. Hollywood films had a near-monopoly in the Philippine
market especially in the absence of European movies due to World War I.

Early on, the local intelligentsia has the same apprehensions over mass media as they called it
commercialization, or vulgarization of art. According to Lumbera, the local intelligentsia noticed
that "Popular literature as a commodity intended for a mass market was seen to pose a threat to
serious artistic work, because the writers accommodated his art to the demands of the publishers
and editors who were more interested in sales rather than aesthetics.

To see it in Lumbera's lens, "Popular culture is power, and whoever wields it to manipulate
minds is likely to find its literary and technological machinery turned against him when the
minds it has manipulated discover its potency as a political weapon."

Philippine Culture: What Makes the Filipinos Different From the Rest of the World
Each country is different from the rest of the world but what is it really about the Philippines that
makes it stand out among others? For one thing, it's the Philippine culture.

The Pearl of the Orient Seas is not just famous for its beautiful islands but also for its Filipino
culture and values that deserve to be shared to the world. Here's everything you need to know
about the Philippines- from the Filipino norms to the cultural practices in the Philippines, and
more!

Filipino Culture
The Filipino culture has varied influences from previous colonizations, deriving mainly from the
culture of Spain and America. You can easily notice it from the architecture to the cultural
beliefs in the Philippines. Despite all of these foreign influences, the old Asian Filipino culture
has been retained and are clearly seen in their way of life, cultural beliefs in the Philippines,
Filipino customs and traditions. Wherever you go, the Filipino culture and values are very
evident and have largely been appreciated and even applauded in many parts of the world.

Filipino Values
The Filipino culture and values are just among the good things that are appreciated by many
people from across the world. In the Philippines, family is valued so much. Children live with
their parents until they are married. The Filipino family culture is something that many people
applaud because the locals value family time so much.

Some other note worthy and great Filipino values are as follow:
1) Bayanihan Filipino culture
2) Before, the Filipino men used to serenade (harana) a woman he was courting.
3) Filipinos call their older siblings "ate" for older sisters and “kuya" for older brothers to
show respect.
4) Hospitable
5) So much respect for the elderlies
6) Pagmamano or kissing the elder's head on the forehead
7) Religious
8) Palabra de Honor
9) Pamamanhikan
10) Pakikisama

Music, Arts, and Literature

Music, arts, and literature play a big role in the Philippine culture and arts because Filipinos are
very creative. When it comes to music, they use materials, usually raw, to create sound. This is
just one of the many examples of indigenous practices in the Philippines.

Filipinos are also fond of folklore, which was influenced by the early church and Spanish
literature. Myths are very famous in the Philippines culture, especially in the provinces. And
when it comes to literature, the Filipino culture never disappoints. Even Dr. Jose Rizal, the
Philippines national hero, is famous for his literature and novels about Philippine independence.
As for the Philippine Pop Culture, many artists are world-renowned such as Sarah Geronimo,
Regine Velasquez, and Julie Anne San Jose among others.

Philippine Folk Arts

Here are some Filipino culture examples from Luzon folk dance to Filipino cultural practices.
 1) Architecture (Bahay Kubo (Nipa Hut), Bale (fugao House), Ivatan House, Torogan
(Marano House), Badjao's Stilt Houses and Houseboats, Vinta (A traditional colorful boat
in Mindanao)
2) Weaving and Clothing (Pina Fabric, TNalak Woven Cloth, Tapis, Yakan, Barong
Tagalog, Baro at Saya)
3) Philippine and Luzon folk dance (Carinosa, Tinkling, Itik-ltik, Sayaw sa Bangko,
Pandanggo sa ilaw, Maglalatik)

Clothing
Before, the cultural practices in the Philippines when it comes to clothing is wearing baro't saya
for women and barong tagalog for men. Baro't saya is composed of a blouse and a long skirt with
a "panuelo". Barong Tagalog was an almost see-through polo but throughout the centuries, the
Barong Tagalog has evolved. Buttons and collars were added, as well as intricate designs on its
piña fabric and laces. Underneath the transparent Barong Tagalog is the Camisa de Chino, a type
of shirt, usually in white that is said to have originated from the Chinese.

Culture and Tradition of Philippines: Celebrations

Another great thing to know about the Philippine culture is that Filipinos love celebrations! Way
it be a simple event like a grade school moving up, birthdays, job promotions, or celebration for
a patron saint, no occasion is too small not to celebrate. For example in the culture and tradition
of Philippines, the country is known to have the longest Christmas in the world because as early
as September, the people are already preparing for the season. Philippine Festivals are also
among the most remarkable cultural practices in the Philippines where Filipinos give all-out to
celebrate the province or town's fiesta.

Media, Popular Culture, and their Relationship

Media and Popular Culture is an international, peer-reviewed, open access journal that focuses
on the various aspects of popular culture and how it is intertwined with media. Popular cuiture is
a movement that was started in order to give voice to the common masses through different
forms of media, such as television shows, technology, magazines, folklore, sports, movies,
contemporary books, paintings, sports, fashion, pop music, and so on. It was initiated against the
pre-existing culture of the upper class of the society. Media and Popular Culture aims to study
this distance between the hegemony of the elite class and the struggle of the lower class, and how
media has been playing an effective role to bridge this gap. Interdisciplinary in nature, the
journal pays attention to the interconnection of popular culture with ethnicity, gender, identity,
and social class.

Media and Culture are in correlation because communication media are hand down values and
norms of culture, culture hands down media content(discourse). By the heavy use and great value
which communication media are taking nowadays, culture and media can't be separated from
each other.
"Our languages are our media. Our media are our metaphors. Our metaphors manage the
contents of our culture"

How Media Affects Culture and How Culture Affects Media

Media Affects Culture
The media affects people in varied ways, some are positive and others are negative.

Positive Aspects:
 The media shows us constructive information. It can boost self-esteem, heighten interest
levels in a particular subject, or encourage them.
 It is a getaway to places unknown, foreign and magical with knowledge of what goes on
around us without being physically present in that place.
 Video games today are increasingly active-oriented, making students get off their behind
and engage in games that require physical movement.
 Media also help us engage with other people around the world, and be more open and
understanding towards other cultures.

Negative Aspects:
 Students are influenced easily by what they see on television or the internet, mimicking
such acts on their elders, or other students.
 Obesity is on the rise for students who plant themselves in front of the television.
 The media can influence one to do things that aren't moral, like getting into substance
abuse.

Culture Affects Media

 Culture is the set of learned behaviors, beliefs, attitudes, values and ideals that are
characteristics of a particular society or population.
 Media cannot escape the cultural influence. Culture provides media with sources for
content.
 All contents are derived from culture including entertainment, new and advertisement.

Conclusion
Media plays the biggest role in popularizing pop culture. Individuals in the modern society are
highly exposed to the media, and most of them desire to be like the celebrities they watch.
Women and teenagers are the ones greatly influenced by what is presented by the pop genres.
Nevertheless, pop culture impacts the society in both positive and negative manner. All that pop
culture expresses should influence the thoughts, trends, behaviors and tastes among other living
styles aspects of the people in the society in a positive way.
 ARTS AND LITERATURE
INTRODUCTION
Probably by now, you have already been introduced to the Philippine Popular culture through the
times; from after the wars up to the present You should've learned that popular culture means the
culture enjoyed by the masses, usually, the middle class. In this module, you are to learn more
about what constitutes the Philippine Popular Culture as we delve into popular Philippine art,
theater and literature of all times. Defining art, it refers to any form of expression by the use of
knowledge and skill which can be in forms of music, paintings, architecture and dance. Theater
on the other hand is performed live to deliver or present a drama, Meanwhile, literature refers to
the body of artistic, imaginative and creative written works which includes poetry, epics, novels
and even personal documents. All of these about the Philippines, you will encounter at once
herein and so, it is hoped you enjoy your read and relish the splendor of the Philippine culture in
this journey of yours!

LEARNING OUTCOMES
At the end of this module, yon must have:
1. Identified the elements influencing the Philippine Poplar Culture in terms of Arts and
Literature through time.
2. Identified arts and literature in the present times that are considered part of the Philippine
Popular Culture.

DISCUSSION
ARTS
Architecture
Architecture as the art and science of building is thought to be the mother of arts as it is said to
provide and create space for all other forms of art. In the Philippines, architecture has gone
through so many changes along with time and the influences of its colonists especially the
Spaniards and Americans with their many years of taking over the Philippines.

During the Pre-Spanish period, Philippine architecture was made of bamboo and nipa and
seldom were there houses made of stones. In the Philippines, it is best known as the Bahay-kubo
which even m the present times, still exist usually resided upon by lowland dwellers in the
country. Only was it in the Spanish Occupation when plazas, town centers, churches and
convents became popular. Churches were in its earthquake baroque style which can be seen
today in Visayan Islands, Cebu and Bohol.

In the American Commonwealth Period, there was the establishment of a civil government thus
the American mission style architecture which are buildings of commerce in their modem 20th
century and Greek-like building styles. Today, Contemporary Architecture in the Philippines
succumbed to the modern mundane style which includes the concrete structure of cities.
Architecture became more vibrant with historical influences and globalization resulting to the
dwellings and buildings you see of today in the country.

Music and Dance

Anglo-Amencan popular music was very popular then in the early twentieth century: The famous
musical genres at the time, the cakewalks, foxtrot and ragtime -which would soon develop as
jazz were played by Filipino dance bands in shows. Vaudeville shows (bodabil) includes a range
of acts hike slapstick comedy routines and tap dance numbers apart from popular music. Even
Filipino folk songs then were arranged into dance rhythms just to fit the evolving American
flavor very much revered by Filipinos. When radio, sheet music, live entertainment and movie
themes came, popular music became part of the mainstream of Philippine society,

In the Japanese Occupation, American entertainment were banned which is why a pro-Filipino
and Japanese virtue was encouraged in the music industry. In the late 1940's, American
entreatment returned exposing Filipinos to swing and continued shows like the bodabil. Soon, in
the 1950's, a version of the samba came then the rise of instrumental groups, the cumbachero (a
local version of a Latin American band), which became renowned in fiestas and social
gatherings. In the 1950's 1960's, rock and roll and country music attracted younger generation of
Filipino artists. Filipino equals of Western artists like, Jerry Vale, Elvis Presley, Chuck Berry,
Buddy Holly, and the Beatles became popular. In the 1970's was the creation of Pinoy Rock, or
Pinoy jazz and Filipino pop ballad; the Manila Sound. In the late 70's, Metro Manila Popular
Music Festival a song writing competition boosted the creation of new pop songs. Other local
competitions inspired even more artists and composers to create more music like Likha Awit
Pambata (a children's song competition), the Himig Awards, and the Cecil Awards.

It was in this time that the Organisasuon ng mga Pilipinong Mang-aawit (OPM), was created for
Filipino popular artists. OPM also means Original Pipino Music; music composed and performed
by Filipinos, even with its ultimate use of English for the lyrics. Today, a lot of international
popular music is being consumed by many Filipinos especially Hollywood and Korean-pop
music. Thankfully, OPM songs remain to be famous.
In terms of dancing, the Philippines has folk dance as its national dance; a dance that integrates
as well the influences of the colonists while still giving it the Filipino touch. This is up to the
present times, being danced in the country but apart from that, many Filipino people have been
enjoying dance crazes though the times like the Nobody dance of a South-Korean Girl group
with sassy moves, the Spaghett Dance kom the noontime drama Daisy Stete, the Chocolate
Dance from GMA's talent search show Starstruck, the Papaya Dance of Edu Manzano, the
Shalalalala Dance of the rock band The Walkers, The Always Dance of Universal Motion
Dancers, the Shake body dancer dance of Maricel Soriano, the Asereje Dance by a Spanish pop
group and the Macarena Dance of Duos los del Rio. The latest dance crazes today will include
the Gangnam Style and Boom Boom Dances of South-Korean Pop stars, Dahil Sayo Dance of
Inigo Pascual and Sarah Geronimo's Tala Dance. Lately, with the application Tiktok, many
dances also surfaced being danced by many Filipino youths shared on social media platforms.

Paintings
It is said that there is no specific tradition when it comes to painting in the Philippines which
means that there is no particular pattern being followed by the artists. Some famous paintings in
the Philippines include The Fishermen by Ang Kiukok (1935-2005), The Fruit Gatherer of
Fernando Amorsolo (1892-1972), among others which were excellently made and some with a
backstory.

Theater
The Philippine Theater, just like the arts
have evolved through time with the
influences of the various cultures the
Philippines has been dawned upon. Before
Colonization, Philippine theater was more
on verbal jousts, indigenous rituals, songs,
games and dances to praise gods. In early
records, the dramas in pre-colonial timed
were in three elements - myth, mimesis,
and spectacle. Such mimetic performances
were dramatized rituals and epic poetry of mythical legends and deities where deities
would usually possess a catalonan (priest) or babaylan (priestess). The priest or priestess
then would ingest the sacrificial offering in the form of a chicken, pig, wine, nuts or rice.

In the Spanish Regime, Spanish people casted off dramas like zarzuelas as their instructive tool
in influencing and teaching the Filipinos Christianity. One more significant theater form
propagated during the time was the comedia, or the moro moro. It's a play that depicts the loves,
lives, and wars of moors and Christians. Moro-Moro is a Worldly comedy that stages the war
among Christians and Muslims over the forbidden love of the prince and the princess which
resolved with the non-Christian converting to Christianity, or through death then resurrection.
Comedias used to be performed in the village centers to invite people. The first Filipino comedia
was in 1958 in Cebu executed by Fr. Vicente Puche in Latin and Spanish. Moreover, zarzuela as
a musical theater is a mix of spoken word and song that rejoices Catholic liturgical feasts. The
first zarzuela in the country was Jugar Con Fuego by Francisco Asenjo Barbieri in the late 1878.
Today, these kinds of plays are still being performed, although with modern traces and other
Influences.

During the American Colonization, education, media, and language were introduced with its
most obvious influence, the bodabil (vaudeville) including plays and dramas translated or
presented in English. The Manila Dramatic Gild first produced bodabil for entertaining
American soldiers and other Americans in Manila, being the first theatrical play since the revolt.
The todarl combines songs, comedy skits, dances, and magical routines which became very
popular on local audiences. Later, the bodabil was inserted as intermission numbers into
comedias and zarzuelas. In the 1930s, Broadway theatre stage plays dawned through westernized
education in private schools for fortunate children. Shakespearean comedies and tragedies,
including western classics, were performed in English.

By the 1940s, as the Japanese commenced, all film equipment got confiscated. The bodaint
comedia and zarzuela endured only as entertainment and expression. The bodabil then became
variety shows with a short drama at the end to provide accommodations for actors and actresses
who turned to bodabil and theatre, The Manila Grand Opera House and the Savoy Theatre
became the venue of bodabil Lates, movies regained popularity when the war ended and the
bodabil era gradually laded.

From after the Japanese Occupation to today, Philippine theatre has grown to become an
incorporation of the various influences of all above mentioned, mostly performed in English
during the time, until it became part of classroom education. Zarzuelas like "Ang Kiri,"
"Dalagang Bukid," and "Paglipis ng Dilim" became famous and by the 1950s, the idea of paying
for a ticket for a theatrical performance arose held in closed theaters. Playwrights Severino
Montano, Wilfrido Ma. Guerrero, and Alberto S Florentino honed their crafts and contributed to
the development of performing arts in the Philippines. In 2018, The Theatre at Solaire presented
The Lion King, an internationally famous production.

Literature
Before the Spaniards, records show that Filipinos
created epics, poems, songs myths, tales
and legends which must've been invitations from
the Indians, elucidating existence through stores
about their lives and the nature, creating brave
and patriotic heroes with supernatural powers.
Meanwhile, their songs cover birth, love, death,
harvest, building and fishing. There were also
literatures made on superstition bridging the known
to the unknown. Later, when faith took over, realistic literature on life came to light; in forms of
proverbs, aphorisms/riddles.

During Spanish Occupation, literary creativity was quietened as Spaniards promoted

Christianity, In the late nineteenth century though, literature came back as poetry and in prose;
Florante at Laura of Francisco Balagtas was born. Filipinos also wrote in Spanish where
Spaniards then supported creative writing and gave prizes. It was also at this time that the works
of D1. Jose Rizal, the Philippine National hero became phenomenal with literary works voicing
against Spanish oppression and colonization. His works include the Noli Me Tangere, the El
Filibusterismo among others.

In the American occupation, a voice of power and authority came. The first Filipino who wrote
in English took 20 years of studying the new language. Later, writers in English began to rise in
number but were paid very poorly. Nevertheless, it boosted when writers were offered prizes by
the Commonwealth Literary Contest. The Palanca, Free Press, Solidaridad, Zobel, and Cultural
Heritage Awards followed. Educational Institutions sustained English, Spanish and, later,
Filipino literature to be obligatory subjects. Today, with the influx of technology, literature and
the humanities have been negatively affected but despite it, Filipino writers didn't stop writing as
Works of foreign writers continued to be read by Filipinos.

Filipino Literature has been and until now a mixture of traditional folk-tales, real-life experiences
and socio-political histories often promoting Filipino cultural values and struggles of locals.
 LIFESTYLE, FASHION, AND FOOD
INTRODUCTION
In the previous module, you were able to encounter popular arts, theater, and literature which
largely comprise the Philippine Popular Culture. However, it does not stop there. More to what
the Filipino masses enjoy and experience include lifestyle or the daily life being lived, fashion
statements nor the trends in the clothes including what Filipino usually wear and of course, the
foods which the Filipino people usually consume. In this module, you can expect knowing more
about these things, all stemming from the Filipino culture and other influences that has brought
about the practices and trends being followed and liked by the Filipino people. Later, you will
understand why particular things are being enjoyed by a lot of people in the Philippines. By the,
we wish you have a good read as you proceed and learn more.

LEARNING OUTCOMES
At the end of this module, yon must have:
1. Identified popular Filipino foods, fashion styles and practices.
2. Envisioned the future Filipino lifestyle and fashion based on the past and present times.

DISCUSSION
LIFESTYLE AND FOOD
A person's lifestyle or way of life is heavily influenced by the history, culture and the values
embedded in the place he or she is in. Filipinos, as people of one country are expected to share
commonalities in terms of dealing with existence. Apart from geographic location, it is
undeniable that the way Filipinos live has also been influenced by its colonists such that
Spaniards were the ones to bring into the country. Christianity of which majority of the
Philippine population adhere to, and the Americans propagated education among many, decisive
to the socioeconomic progress of the country. With the harsh conditions of the country being
prone to typhoons; also with the number of colonization that transpired, Filipinos were able to
develop resiliency and a stronger faith, above all With those said, these factors truly affect the
way Filipinos have led and are continuing to lead their lives until now.

Daily Life and Social Customs

Living a Filipino life means giving high regard to the family and by that, it includes extended
family members like grandparents, aunts, uncles, cousins and relatives. In Catholic families, they
also include godparents assigned as the people responsible of a child should the parents die or be
disabled. The people above mentioned are the same people you will see in major life gatherings
and events like baptism and confirmations for Catholic, circumcision for Muslims, marriages,
and other special, religion and national holidays. Official holidays celebrated in the country
include Christmas (big celebration on Noche Buena or Christinas Eve), Easter, Fid al-Fitr (the
end of the Muslim fasting month of Ramadan), New Year' Day, Lindas or Halloween Season
(celebrated in cemeteries usually crowding the cemeteries in the 1st and 2nd day of November),
Labor Day and Independence Day. Other holidays are dependent to the localities like the
festivals usually celebrated through dance parades.

Filipino families are also tight-knit. Children don't leave the household easily unlike in other
cultures where children are ought to leave by the age of 18. Usually, children leave their parents'
house the moment they decide to marry but there are also instances where children do not leave
at all and stay with their parents despite having a family of their own. Most of these who do not
leave the house are also making themselves responsible of taking care of their parents as they
grow old. Education as well in revered by Filipinos. Usually, the first wish among parents for
their children is to have them finish their studies. They even celebrate graduations with a feast of
food, inviting family and friends to come and join the celebration. Academic achievement other
than work is something that one would take pride over in the Philippines.

Filipinos are very fond of communicating, in fact, Filipinos are internationally being attributed to
hospitality. The spirit of pakikisama, and pakikibagay, which means being able to blend well
with others are common among Filipino people; it is easy for Filipinos to connect even with
strangers and foreigners as most can understand and speak English. Moreover, Filipinos have the
thing they call bayanihan which means helping one another or extending help to those in dire
need especially in times of disaster and calamity. Filipinos value respect to the elders and you
can often hear them say po or opo as honorific to those who are older.

In terms of leisure, Filipinos enjoy singing in karaokes usually at home especially when there is a
special occasion. Other than that, Filipino families love going out to the beach or pools, usually
including members of the extended family. Filipinos also love mountaineering with family and
friends and for the youth, they love going out with their barkadas or their 'group of friends'.
Filipinos love going to cinemas in the day and concert at night. When it comes to sports,
basketball, boxing, football, billiards, and volleyball are the most famous. In fact, every time the
renowned World Boxing Filipino Champion Manny Pacquiao has a fight, the streets become
peaceful and almost empty as almost all of the Filipinos are watching and cheering for him in
televisions. Shopping is also a thing in the Philippines. There are heaps of malls but most of
those who are thrifty or are saving money opt to bay at ukay-ukay (store for second-handed
clothes and apparels) and tiangges or flea markets.

Nowadays, with the impact of digital technology, the Internet of Things and globalization,
Filipino lifestyle also changed enormously, Things and machines have become more advanced
which made work easies. Even the means of transportation and home appliances advanced. In
socializing, social media has become a major platform in which people can share and post things,
Most of the youth dedicate a lot of their time muting the net for entertainment like scrolling on
their social media accounts, watching foreign dramas and youtube videos. A great number of
Filipino people has become involved in these online platforms where they can communicate with
those in far-away places and where they can usually vent out and express emotions too.
Food
Meals in the Philippines always include rice. Small amount of meats be it chicken or pork for
non-muslim communities, fish, goat, beet and a variety of vegetables usually are the viands.
Filipino dishes can be seen as the combined cuisine of Indian, Chinese, Malay, Spanish, and
American. When it comes to meat there are pork or chicken adobo, sinigang (sour sop), lechon,
sisig (pig's head), crispy pata (pig’s leg), kare-kare (stew) and bulalo (beef shank and marrow
bones stew). For vegetarians, there are pinakbet (mixed vegetable) and laing (shredded/whole
taro leaves). As for the sweets, there are halo-halo (crushed ice with various ingredients and
milk), taho (fresh silken tofu, arnibal and sago pearls with milk), halayang ube (boiled and
mashed purple yam), and leche flan (creme caramel). For those who love exotic foods, there's a
duck's embryo also called as balut. In Filipino celebrations, lechon or a whole roasted pig is
something being expected to be in the table especially in big celebrations. Filipinos call it
handaan or having a feast as their way of celebrating achievements and special occasions. Other
than lechon, you can expect lechon manok (roasted chicken), pancit (noodle dish), lumpia (rolls),
spaghetti, mango float, fruit salad and other sweets with the variety of viands. When it comes to
drinks in these occasions, there always are soft and hard drinks. More often than not, the ones to
drink the hard drinks are the male visitors or family members. Females in the Philippines are
often not expected to drink alcohol.

Filipinos also like street foods very much. Street foods include kwek-kwek (boiled egg dipped in
orange batter), fish balls, tempura (mixed sea food, meat and vegetables), siomai (stemmed
Chinese dumplings), sweet corn, turon (banana rolled in thin layer of pastry), banana que (fries
banana coated with sugar), isaw (chicken intestines) and barbecue which can be paired with buko
juice (coconut juice with milk), lemonade and gulaman (drink with jelly) Filipinos especially
students enjoy eating these a lot outside while chit-chatting with friends and others.

When it comes to snacks and sweets, Filipinos also have a lot to offer. There are foods referred
to as kakanin or food made out of glutinous rice widely known as rice cakes, kakanin includes
puto (steamed rice cake), biko (coconut milk and malagkit rice), sapin-sapin (layered glutinous
rice), suman (rolled rice cake), kutsinta (ground rice and sugar), bibingka (baked rice
cake) and palitaw (ground sticky rice mixed with sugar powder and milk). All of these are very
popular around the country and people search for these every buwan ng wika, a whole-month
celebration for the richness of the Filipino language, In the buwan ng wika, students and pupils
in different schools often are required to dress their Filipiniana and Barong-tagalog attire
(national attire) for the culmination day.

Fashion
Fashion speaks a lot about someone; it's become a way of expressing the self without having to
say something and clothing, being a universal culture would mean that wherever you go, there
will always be certain ways of dressing in places according to trend, culture and other influences,
Such a fact would not exclude the Philippines of which fashion changed over time. Thus, we
tackle in this module the Philippine fashion evolution.

One way to look at fashion could be by eyeing into its historical and social contexts. It is
important to look back in history and have a glimpse of the way clothes have evolved and its
societal impact. The way Filipinos dress through time is incontestably influenced by the
colonizations it has undergone, reflecting in it the rich history of the country but before these
extensive occupations, Filipinos dressed according to social status. In Central Philippines, the
Tagalog men wore baro, while women put on baro at saya made of silk in corresponding colors.
The textile for baro't saya showed social status. Women in the upper class wore silk, while the
lower class used white bark fibers, Colors of the clothes also indicated social status and tattos
were worn signifying power and strength in warriors, beauty, power and wealth for women. In
the Visayas, clothes were like the Malays. Baquero (ankle-long jacket without collar) or mariota
(a colorful robe) were their usual outfit. Putong/pudong (strips of cloth wrapped around the
forehead), were also worn. Only the braves wore a red pudong, while commoners wore pudong-
pudong. In Mindnao, malong or tubular skirt is a fashion basic.

With Spaniards came a different fashion style was born. Baro't saya changed into its Hispanized
version and a floor-length skirt. Baro turned into Barong Tagalog, with collars and buttoned lace
shirt. In the 19th century, the Hispanized baro't saya changed again due to the rising economy
and globalization. The Maria Clara was born named after the female protagonist in Jose Rizal's
novel Noli Me Tangere with the full-wide skirt, long train, camisa or blouse, panuelo or scarf,
and tapis or knee-length over-skirt. Barong Tagalog also evolved. From collarless baro, there
came buttons, collars and intricate embellishments. In the early 20th century, Marian Clara
became the Traje de Mestiza, a modernized version with biggest sleeves and narrower floor-
length skirt. This look echoed the Edwardian fashion famous in the West during that era but as
more Filipinos travelled and lived in Europe and the US, Western influences became more
prominent. Women started wearing loose dresses and knee-length skirt while men wore snit and
coat. Floral dresses replaced Trine de Méstiza in 1930s. While the elders still used it daily, the
younger generation saw it only as a formal dress for special events and occasions.

During the Second World War, the Japanese occupied factories, which resulted in shortage of
textiles, Tailoring shops, boutiques and dressmakers closed. Trade and the economy got affected,
people lived through rations and clothes became simpler. Men abandoned coat and "Americana."
Women didn't wear terno resulting to its death as stores only sold one-colored dark dresses. In
the 1950s, the country's economy rose. People began buying floral dresses and fuller knee-length
skirts for women, and sweaters, colored printed polos, pants and flannels for men. Under Ramon
Magsaysay's presidency, he backed the Barong Tagalog with his advocacy promoting
nationalism and wore Barong Tagalog in all official functions he attended leading to the
Filipiniana's rebirth. It was then often used as formal attire in special events.
With the fame of British pop culture, Philippine fashion changed in 1960s. Mod became an
instant hit. Hemlines got shorter, while the clothes became more loose. Mini skirt and mini
dresses became popular for women. With the invention of hairspray, hairstyle got bigger and
bolder. In the late 1960s to 1970s, Filipinos had the hippie culture. Vintage clothes were back
and women abandoned miniskirts and dresses to modest clothing with long sleeves, laces and
collars. In this era, bell bottom pants in bright colors was popular. Turtle necks, sweater vests,
colorful patterned polos and pants were the norm. Long hair for men became usual In mid-
1970's, disco culture arose. Bell bottoms stayed a fashion basic paired with polos in bright
colors. Women wore short dresses. The sloppy vibe of the era led to the fame of casual look.
Bakya, a footwear, became famous and the denim-shirt ensemble. Wearing neon-colored clothes
with miniskirts was a huge trend. Curls were in, sporty look got popular. Shorts were okay for
both boys and girls and leggings became an everyday clothing with headbands and leg warmers.
The 1990s was all about loose fashion, an oversized shirts and pants with the rock music
influence. Dark, leather and overly sized clothes was the trend. Denim became famous including
the long hair or chachupoy, a straight hairstyle with middle parting at the center.

The 21st century was a combination of different styles from different eras, but the is
characterized by the rise of spaghetti strap clothes. Women wore inner wear as outerwear. Men's
fashion remained the same, with cargo pants and oversized shirts still famous. Colorful clothes
returned in the mid-2000s, with flannel and checkered polos. Layering became popular like
dresses worn over leggings. Short shorts made a look paired with boots and shirts. With new
technology and social media in 2010 until the present, Filipinos got exposed to diverse fashion
styles and brands. They began looking for fashion inspirations in various social media apps like
Tumblr, Instagram, Facebook and etc. Skinny jeans and shorts are not just for women. Men
begin to wear intersexual fashion styles. Women's fashion became more feminine, Fashion from
mid-1960s and mid-1990s resurfaced with mini-skirts, denim jackets, knitted sweaters and boat
shoes resurfaced. Fashion businesses then began working on firming their online existence to
reach a wider target market. The arrival of smart phones led a strong demand for latest fashion
choices, with affordable prices. This changed the way people shop and review items.
 MEDIA
INTRODUCTION
In this lesson, you will be introduced to the Philippine Popular
Culture on Media; before wars up to the present. You are alsoto learn more about the importance
of media in the PhilippinePopular Culture. All of these about the Philippines, you willencounter
and enjoy the Philippine Culture.

LEARNING OUTCOMES
At the end of this lesson, you must have:
1. Identify the importance of media.
2. Create an infographics that aims to preserve and enhancethe future of the Philippine Pop
Culture.

What is Media?
 It is the one of the mostimportant tool forinformation.It helps toreached out with thepeopl
e for differentpurposes;entertainment, news,lifestyle and others.

Examples of Media
 Modern media comes in many different formats, including print media (books,
magazines, newspapers), television, movies, video games, music, cellphones, various
kinds of software, and Internet.
 It is one of the reasons why many Filipinos were up-to-date on the trends not just in the
Philippine set up but also around the world.
 Korean Pop or popularly known as "K-pop" is
one of the trends Filipino are following. Thisimplies that through media in any form, wea
re able to acquire different information andevents around the world.
 In the field of films, the first films shown in the Philippines were short features called
cinematrografo (Fernandez,1981).
 Jose Rizal's life was the first feature film. Produced in the country but Jose
Nepomuceno's "Dalagang Bukid" was the first full-length feature film in 1919. Musser
produced "Ang Aswang" in 1932 which became the first talking picture in the country.
Dolphy, Vilma Santos and Nora Aunor were the superstars which are always talked
because of their exemplary performances.
 While on radio, the longest-running shows were "Ilaw ng Tahanan" and "Gulong ng
Palad," recently translated to television, both built on the fool proot formula of cascades
of tears and flocks of martyred women (Fernandez 1981)
 Media is the very source of mass communication. Media plays the most informative role
in our society. It is the main thing of mass communication. It has various forms, such as
the internet, through which we can get updated news about the world in our grab just with
a click of a finger.
Effects of Media
 Media affects many aspects of human life, which can include voting a certain way,
individual views and beliefs, or skewing a person's knowledge of a specific topic due to
being provided false information.
 It affects our daily lives. Multiple studies have shown that unlimited use of social media
causes stress, bad moods and negative mental health. Many people wake up in the
morning and immediately check their Instagram, Snapchat or Twitter.

The Philippines

The country is an archipelago that consists of just over 7,000 islands. The types of media
produced are Movies, Television, Music and Social Media Population : 94 million

What Makes the Culture Unique? Where does it exist and who are its audience?

Colonized by the Spanish and then America consecutively. The media produced in the
Philippines is most popular in its native country, but it also attracts audiences around the world,
those who moved abroad to find job opportunities. Filipino's living in the U., Europe and other
parts of Asia in the Pacific. Despite being influenced by foreign invaders, the country still
manages to keep its own identity. On average, Filipino households will have 1 to 2 television
sets. The media produced, even while taking ques from other foreign media, is still very
distinctive and unique on its own.

Popular culture in the Philippines is a culture generated by mass media that consists of film,
radio, television, and press. They were introduced in the twentieth century but are still
exclusively urban. The earliest form of popular culture research in the Philippines is mass
communication research. It is concerned with content analyses and effects on the audience. In the
mid 70s, literature scholars began examining film, television, radio, and comics as modes of
fiction and drama. Their main concern was the cultural values and the way the transmission of
these values are being done. This concern was brought up by the so-called “serious” literature,
which are the novel, the short story, the poem, and the play because these were not reaching the
majority, not even the urban masses, and definitely not the rural masses.
Media Culture

Movies

The Philippines produces genres such as Action, Romance, Comedy, Fantasy etc. Older movies
depicted the average Filipino in poverty. Nowadays the majority of movies are portrayed as
middle class. Haw-Haw-De-Karabaw – Dolphy.

Television

The most popular shows on television are usually Game Shows, and Dramas like operas...Over
the past several years, they have also adopted Reality Shows, and put their own spin on it such as
Pinoy Big Brother and Pinoy Idol.

Manny Pacquiao

Manny Pacquiao is born in 1978 in General Santos City Philippines. Born from humble
beginnings he was very poor. Started his own Philanthropy work in his Hometown. Currently
serving as Governor of his Province. Seen as the Hero of the Philippines and of his hometown of
General Santos City.

Let us go through some of the major areas of Philippine popular culture.

Komiks. “Kenkoy” was the first Filipino comic strip. Its first appearance was in 1929. Its main
character was created by Antonio Velasquez. It was only made with four frames and was used as
a filler for a weekly popular magazine Liwayway. In 1931, Kenkoy was joined with other
characters and they are:

Kulafu. He roamed the mountains of Luzon similar with Tarzan who did Africa.

Huapelo. He is a Chinese store owner.

Saryong Albularyo. He is a barrio doctor with a last name that actually meant “quack”.

Goyo and Kikay. They are the local counterparts of Jiggs and Maggie. Jiggs and Maggie are the
main characters in an American comic strip named Bringing Up Father.

Dyesebel. She is a mermaid created by Mars Ravelo, the same legendary cartoonist who created
Darna.
Darna. She is a Filipino super heroine created by the legendary cartoonist Mars Ravelo.

Valentina. She is the arch enemy of Darna, also created by Mars Ravelo.

Petra. He is a horse-bodied character.

Karina. A magical agent of good with a flying kariton (pushcart).

Phantomanok. A character who is a combination of a phantom and a rooster.

During the Martial Law, the komiks have been used by government agencies to deliver message
of development like the Green Revolution, family planning, and housing programs. The content
of the komiks reflects dreams, hopes, values, vision of life, escape from reality, and problems
and solutions. All these make komiks definitely a popular culture. Komiks is created by artists
who favor the public voice and dreams. Komiks has an extensive reach and grasp which makes
them entirely “of the people.”

Radio

Radio stations in the 20s were owned and operated by an electrical supply company and
organized by an American named Henry Hermann. These stations were for demonstrations
primarily and provided music for two years. In the 30s, radio stations were owned by department
stores for advertisement of their commodities. In 1932, radio advertising was began by
companies other than the radio station owners. In the Second World War, during the Japanese
occupation, all radio stations were closed except for KZRH, which was then renamed to PIAM.
Short-wave reception was prohibited but many have risked their lives to listen to the broadcasts
of “The Voice of Juan de la Cruz” and the “Voice of Freedom” from Corregidor and the Voice of
America. Underground newspapers relied greatly on such hidden ra
 Philippine Modernity and Popular Culture: An Onto Historical Inquiry

To sce it through the lens of Lumbera, “Popular culture is power, and anyone who uses it to
control minds is likely to have their literary and technical machinery turned against him when the
minds he has exploited discover his power as a political tool.”

The Netizen Principle and the Democratization of Media

The word netizen, although popularly used in present times, is in fact a word from Michael
Hauben's theory (1996) is a corrupted term from the expression "Net Person." According to
llauben as netizens, in actual fact geographical separation is replaced by presence in the same
virtual space called the internet. Moreover, along with the power to use the internet is the
reporter's power provided to the netizen for a netizen may actually be a source of primary
knowledge about certain topics or issues. llauben deeply warns that the internet can be a "source
of opinion," though he says a netizen should train him / her to distinguish real from fabricated
knowledge.

This prophecy will soon be reflected in the book by Graeme Turner called the Demotic Turn
(2010), but even news stories are still distorted in certain drastic ways to fit the type of
"infotainment" preferred by the general public. There's a increase in opinionated reporting,
according to Turner, as reporters prefer to hend the reporting to stories they sometimes support.
Tabloidization is a clear example of this, or sensationalizing small news stories and making a big
deal of it.

The Agenda-Setting Theory

McCombs and Shaw' Agenda-Setting theory can be summarized by suggesting the media
induces people to concentrate their attention on something within a certain agenda. It can make
people believe that something happens when something isn't happening, or offer special attention
Or concentrate on other subjects or issues, and hype them to give the illusion that something
major is happening. To offer an example, the idea of the agenda-setting can be seen in a
newspaper in which the headline is supposed to the the biggest news there is, and the other
things, decreasing in font size and the farther its position from the front page, the less importance
it has. Similarly, the more urgent problem it is in a television show where the reporter or news
anchor offers a certain news too much air time, or depending on the structure of the news items.
This theory can also be applied on the radio, or on digital media like the internet.

The Political-Economy of media

According to the Propaganda Model by Herman and Chomsky, a model they used to test the
various political-economic consequences of mass media, there are many filters to be used in
relation to the subject or testing the propaganda machine of mass media.

These are the following filters:

1. The size, concentrated ownership, proprietary capital, benefit focus of the numerous mass
media companies.
2. Content as the main source ot revenue for the mass media.
3. The media depend on the information given by government, company and these "expert
supported and approved by those sources and power agents.

Analysis

In particular, based on the history and roots of popular culture in the Philippines, the emergence
of popular culture is due to innovations such as television, radio and the Internet, and the
popularization of these innovations as a result of their use in everyday culture. Nevertheless,
media apparently innocent use or use beholds control at its interstices in various ways.

As stated, this module will explore three levels of how media spreads popular culture, affecting
aspects of Filipino life such as political, cultural, and social.

Political- Economic Aspect

The economic dimension is the simpler one to work out among the three. American culture with
the advent of technology such as television and radio, according to Lumbera, soon eroded the
notion of art and made it appear to be consumerable and a commodity. Similar to other artists of
the period, he called it vulgarisation of art, as he said. He meant that the use of technology made
art forms common and were tailor fit to exactly suit the taste of the wider audience, losing their
content in the process. This trend or outrage can also be seen in Turner's claim about the
emergence of infotainment, if one might call it. Infotainment is the tendency to make a problem
seemingly important enough to give the public enough or little new information, but more so,
entertainment.

Infotainment is one of the most searched websites and the most viewed sites in the Philippines,
according to the Yahoo-Nielsen 2013 Survey. This means a lot of meaningless news we see on
television or internet that can be ignored as a fad but have been given the limelight to entertain
people and people tend to buy it. That means a lot of trivial news that we see on television or
internet that can be dismissed as a fad but has been given the limelight to entertain people and
people tend to buy it.
Cross-promotion is a term that refers to a very subtle way of promoting an advertisement inside
another product, or the like. Apart from recognizing that the reason for this so-called
"vulgarization of art" and the “rise of infotainment" to draw advertisers to advertise in
commercial breaks during television or radio shows, or popping up on blogs, cross-promotion
has been a wide-ranging phenomenon and people can actually sense it but don't see it straight in
the eye. Imagine watching a film and seeing the main actor being used in it promoting a product,
say coffee, and in one of the scenes he or she prepares and drinks the coffee -that is cros-
promotion. The tacit or unconscious form of endorsing goods, Even on the internet, several
papers are planted only to create an advertising, and these are also the papers of infotainment,
Both video games have cross- promoting events, or even radio jockeys do so in a very smooth
and conversational way. Cross- promotion has been widely done for many years but the problem
doesn't stop there.

Cross-promoting practices in various media outlets can not always be discreet, for many are now
specifically engaged in these practices and in connection with the sacrifice of Lumbera's art
grievance; It can already be seen that media does not proliferate art or high-value material, but
sacrifices all of them including the content, form and nature of popular culture, just to use it as an
advertisement as an expam, a whole dialog os story plot can be bent, to bend, bow and scrape to
the demands of the key benefactor -product endorsements.

Socio- Political Aspect

It was a famous saying that someone who has possession of economic power is also controlling
the political force. In the study of pop culture and the media in the Philippines, one can already
see that the economic and political factors were extremely mutually beneticial conditions for
each other. This argument is rational because, according to Herman and Chomsky, media
generally gets all the money from advertising and whoever has the bigger support gets the media
coverage, or initiatives will he bent as to how their product endorsement will fit in with cross-
promotion.

However, it is important to remember that the influence of the media resides not only in the
economic but also in the hegemony of information, as Herman and Chomsky also cited. There
are limited channels from which media can access information, and with it they regulate -
government, corporation, and the like whatever goes in and out of the tube.

Moreover, the media relationship with its audience must also be tested. According to popular
culture, media is often used to impose a certain impact on its audiences and the resulting
relationship is a political one in which the media organization or agency is the one regulating
here. According to McCombs and Shaw' Agenda-Setting Theory, through conditioning our
minds in a very latent manner, particularly through salience, media can make us think about
something, It means that if ever the media company wants you to think about a political stand or
purchase the specific perfume, they will do it in repetition and using multiple promotional tactics
by cross-promotion, It means that if ever the advertising corporation needs you to think about a
political stance or buy the specific pertume, they can do so by cross-promotion through repetition
and use several promotional strategies, This could be equivocal with the fact that the "naked"
news is being produced in many western news firms not because they need viewers to watch
news, but rather to make them consume and gain their share in the advertising arena. One may
say that to be sensationalized and newsworthy, certain news stories should be fictitious or
bloated. Therefore, by its powers, the media implicitly commands the people to act in a way that
is in their favour.

However, this concept is increasingly shifting by manipulation, as there's something called media
democratisation that's linked to the growth of social media.

The democratisation of media over the internet can be attributed to breaking the media
conglomerates "control over the information flow. Michael Hauben's idea of the Netizen, when
he coined the concent in the late 1990s, proposed that the physical borders of the universe
dissolved through the faster transmission of information and communication over the Internet,
and the result was infinite and transcendental - quite a high-tech benchmark of the 21st century.
Hauben aiso imagined the democratic influence of the media, as everyone can voice their
opinions over the internet, but that can only be achieved it everybody in society, including those
on the periphery, will be given the opportunity to express their opinions.

The penetration of internet use in the Philippines is more than thirty per cent as of 2012, and is
gradually growing (Yahoo-Nielsen, 2013). According to the same study, more Filipinos use
tablets and cell phones to access the internet, and with the country's increase in smart phones, we
may expect that the expected number may increase exponentially. Nevertheless, media
democratization is still evident in society, even though away from Hauben's ideal 100 percent
penetration of society, and this is through social networking sites like Facebook, Twitter,
Instagram and the like. The most used site is among the three, Facebook (Yahoo-Nielsen, 2013).

Public opinion rises from these pages, the proliferation of liberal ideas occurs particularly in the
Philippines because the government never censors the content, although attempts have been
made in the law on cybercrime. The agenda and capacity seemed to prove its political worth in
the Philippines last September 2013, when many Filipinos across the Philippines and the world
joined a simultaneous protest they called the "Million People March" (Garchitorena, 2013), as if
an Arab or Persian Spring that was so-Twitter or Facebook Revolution, through social media
facilitation.

In everyday life one can see the leverage made by media conglomerates in the social media scene
by making an account for famous reporters and television or radio channels so that they can also
make real-broadcasting simultaneously with the real- updates of dissemination of social media
information (Garchitorena, 2013). That soon proves to be useful as media outlets make news
from public opinion that is often found in tweets or posts on social networking sites, as predicted
earlier by the rise of talk radios (Turner, 2010). There are also parts where pure viewers are made
to report on a first-hand account of a storm surge or something via mobile devices, and send the
clip over the internet instead of sending a actual, professional reporter to check the situation out.
This trend would however prove beneficial it the idea of a democratized society by Hauben will
materialize through the internet where all people are given access, plus the requisite training to
voice their selves as Netizens.

Conclusion

To summarize, through Lumbera's research, modern culture was first introduced and provided
flesh and bone. It will be the pillar of the media we see today, and it has fleshed out reasons why
media in the Philippines commands cultural, political, and social influence, Via many media
theories, it has been shown that the main objective of the media through the dissemination of pop
culture produces a commercialized environment because it generates money from
advertisements, and whoever controls economic power always controls the political. News
outlets may also promote pop culture in order to make their viewers act in the way they can favor
them, often because they monopolize the stream of information. This can also be offset by media
democratization by promoting social networking sites, and by spreading thoughts on the internet
as a netizen. It can trigger leverage, but the full potential for complete democratization may not
be completely realized until all people in society can have full access with the aforementioned
technology. It can also have down-effects for media outlets, as if "empowering" them, to use
Netizens as the primary sources of knowledge. This can also be overcome with awareness if the
public learns how to use social media to their benefit.

"Pop culture is power, and anyone who uses it to control minds would inevitably find his literary
and technical machinery turned against him when the minds he has exploited discover his power
as a political tool" (Lumbera, 1984).

The future of the political, cultural, and social facilities of social media as a resource, or a
weapon, against media conglomerates and advertising machinery, or the government, or any
institutional agenda, can still be achieved if the general public, particularly those on the margins
who have always been exploited by the false media images, are to discover and harness their full
potential.
 PHILIPPINE POP CULTURE: ART

LEARNING OUTCOMES:

1. Define Philippine art.

2. Identify the branches of the Philippine art.
3. Identify the categories of the Philippine art under each branch.
4. Identify the features of integral art in the Philippines as perceived by senses and feelings.

ART OF THE PHILIPPINES

Philippine art refers to the works of art that have evolved and accumulated in the Philippines
from the beginning of the country's civilization up to the present period. Philippine art reflects
the wide variety of cultural influences on the culture of the country and its society and non-
Filipinos, and how those influences refined the arts of the country. The Philippine art can be
divided into two different parts, traditional arts and non-traditional arts. Each branch of
subcategories is further broken down into different categories.

Branches:

A. Traditional Arts

Traditional arts bearers may be called Gawad Manlilikha ng Bayan (GAMBA),

equivalent to the National Artist.

 Folk architecture - Like, though not limited to, stilt homes, country houses and
aerial buildings.
 Maritime transport - Boat-making homes, and maritime activities.
 Weaving - Include, though not limited to, basket weaving, weaving of back-strap
looms, weaving of headgear, weaving of fishnet and other weaving types.
 Carving - Including, though not restricted to, woodcarving and non-agile folk
sculpture.
 Folk performing arts - Including but not limited to, dances, plays, and dramas.
 Folk (oral) literature - including, but not limited to, epics, songs, and myths.
 Folk graphic and plastic arts - Including calligraphy, tattoos, folk art, folk drawing
and folk painting,
 Ornament, textile, or fiber art - Hat-making, masking, shoes, ornamental
metalwork.
 Pottery - Like, though not limited to, ceramics, potted clay and folk art sculpture.
  Other artistic expressions of traditional culture - Including, but not limited to,
non-ornamental
 Metal crafts, martial arts, mystical healing arts, herbal arts and ancient
constellations

B. Non-traditional Arts

Bearers of non-traditional arts can be nominated as National Artist, equal to Gawad

Manlilika ng Bayan.

 Dance - Dance choreography, dance direction and dance performance.

 Music - Including but not limited to, composition, musical direction, and musical
production.
 Theater - including, but not limited to, theatrical direction, theatrical performance,
theatrical production design, theatrical light and sound design, and theatrical
playwriting.
 Visual arts -including, but not limited to painting, non-folk sculpture,
printmaking, photography, installation art, mixed media works, illustration,
graphic arts, performance art, and imaging
 Literature - including, but not limited to, poetry, fiction, essay, and literary/art
criticism.
 Film and broadcast arts - Include, but not limited to, film and broadcast direction,
film and broadcast writing, film and broadcast production design, cinematography
and broadcasting
 Film and broadcast editing, film and broadcast animation, film and broadcast
performance, and film and new media broadcasting.
 Architecture and allied arts -including, but not limited to, non-folk architecture,
interior design, landscape architecture, and urban design.
 Design - including, but not limited to, industrial design, and fashion design

A collective perception of the world makes us sociable, in search of peace and unitive. It fosters
a devotional attitude towards the highest ranking being in the celestial social order because
being one with this entity unites us with the universe as a whole. The traditional Filipino culture,
which is primarily Southeast Asian, views the cosmos as the universal embodiments of a
complex, imaginative living spirit whose holy nature is often symbolized as a supernatural hero
or divine being and whose physical images are thought to be permeated by the mystical force of
this being.
Therefore, in all traditional Filipino life, particularly in the villages, images of these divine
beings attract so much devotional fervor, A deeply mutual commitment creates an enlarged sense
of self, an outlook that is more relational than individualistic, intuitive and holistic than rational
and empirical and favors interdependence and relationships over self-assertion and privacy.

The Filipinos are people of high connection. We are hardly lonely, very content to be together –
whether feeding, sleeping, working, traveling, studying, making or celebrating. They have a
limited sense of privacy and are socially available, comfortable and easily accessible. Instead of
a meticulous concern for safeguarding their private sphere, as in the case of Western peoples
many Filipinos actively seek a convergence of their lives with the lives of others. For example, a
sharing of concern is seen in a common form of greeting in the region such as, "Where are you
going?" or Where have you been?" in family and society sharing of roles and obligations is a
way of life. They there fore become highly qualified and innovative in interpersonal relations
and contact with society. Ability to socially integrate is one of the hallmarks of maturity.

Throughout all facets of traditional Filipino village life, and to a large degree, even in urban
environments, the communal focus is manifest.

Integral Art features

This communal orientation is expressed most sensitively in traditional arts. Being the clearest
and most articulate representations of the ideals of a culture, the arts are the strongest instruments
of inquiry into a culture's basic character. It is undeniable that the following basic concepts and
attributes of art and the contexts of artistic development, expression and experience could have
arisen only in Filipino cultural settings in popular or integral form:

 Arts combining with other principles and functions - Not respected for their own sakes.
The esthetics are not removed from practical, economic, legal, financial, social, and
environmental concerns. This ensures a healthy growth and development of human
faculties-both physical and internal.
 The Arts harmony - The incorporation of creative tastes is compatible with the
incorporation of the faculties. No sensory mode and aesthetic knowledge should be
cultivated to the detriment of others. While focus may be given - literary, visual, spatial,
musical, kinesthetic, gustatory, and olfactory senses need to be harnessed and fostered
together for full aesthetic wellness.
 Art is incorporated into everyday life and not treated as a separate practice - It does not
 become a specialism (a narrow-minded specialty or at the detriment of anything else,
according to Jacques Barzun). It is not only for the professional but for everyone. This
means that there would be no unique places or spaces for art, since it happens essentially
wherever and wherever human activity occurs.
 Equal opportunities for involvement in the creative and artistic process - There are
relatively no superstars, for a person who is only a conduit of divine inspiration or
imagination is not the source of power. The author or designer, instead, is often
anonymous.
 The artist is not detached from the public or culture - Communal participation is the
norm. Unlike in the West artist and culture are not dichotomized, because art is not the
concern of the specialists alone. All are required to be an artist and take part in artistic,
expressive practices.
 Content, technological and formal flexibility requisites - No rigid or fixed standards
dictate the choice of materials, techniques and forms for artistic creation and expression,
e.g. there is no such thing as an arbitrary, fixed tuning system as in the European equally
tempered system although definite principles underlie the tuning of musical instruments
such as lutes, flutes and gong. Such versatility ensures greater people's engagement in
creative practice.
 The use of the resources available for artistic creation - Art is not associated with large
production costs because it is artistic creativity or the original concept that matters, as
well as making art part of everyday living. Thus the least expensive mediums, e,g, kites
paper, are highly regarded and not considered inferior to the more expensive ones. And
even the most common items such as a coconut grater, a jar, a knife handle, a tree stump,
a mat or a hat can become a medium for fine art.
 Focus on the creative process and not the end product - The endowment of
extemporaneous, improvisational or spontaneous forms of imagination with a higher
value than deliberate, mostly solitary, conceptualization and formal composition. The
value of the method rather than the product nurtures artistic health and can prevent pure
idolatry of masterpieces and permanent obsession.
 Conception and accomplishment simultaneous - Affirmation of creative imagination
through the practice of instant mirroring or biofeedback which, along with focus on the
creative process, provides an excellent condition for community participation.
 KATANGIAN, MANIFESTASYON, AT MGA KOMPONENT NG KULTURA

KATANGIAN NG KULTURA

1. Natutunan (learned). Ang tao ay isinilang at inalagaan ng mga magulang at kung paano
siya inaalagaan, pinakakain, pinaliliguan, dinadamitan, atbp. ay sang proseso ng
kulturang natutuhang nagsimula sa pagkatuto sa kultura ng pamilyang kinabibilangan
niya. Ang prosesong it ay magpapatuloy sa buong buhay sa pakikihalubilo ny tao sa
kultura ny kanyang pamilya at sa ibang kultura.

May dalawang proseso ng pag-inter-ak o pakikihalubilo mg tao sa isang lipunan; ang

enculturation at socialization. Ang enculturation ay isang proseso ng pagkuha ng mga
katangian ng ibang kultura at maging bahagi siya ny kulturang iyon. Karaniwan ding mas
magaling pa siya sa wika, gawi, paniniwala at kaalaman ng kulturang napasukan niya
kaysa dati nang miyembro ng nasabing kultura. Ang socialization naman ay ang
pangkalahatang proseso sa pagkilala sa mga sosyal at istandard na kultura. Makikilala
kung sino ang may mga panlipunang tungkulin tulad ng ina/ama, asawa/bana, estudyante,
kabataan, mga titser, banker, policeman/military men, custodians, at iba pa.

Ang enculturation at socialization ang proseso na nagsisimula pa pagkaanak ng isang

titser, kapitbahay, at iba pang tao.sa lipunan na kanyang. nakahalubilo. Ang mga
tagapagturo niya ay maaaring walang kamalayan sa prosesong nangyayari ngunit
makikitang nagbibigay sila n pabuya sa mabubuti at katanggap-tanggap na ugaling
nakikita nila. Natututo ang tao kung paano mamuhay nang mabuti sa pamamagitan ng
pag-obserba at pakisalamuha sa kultura at lipunang kanyang kinagisnan.

2. Ibinabahagi (shared). Ang ibinabahagi ny kultura ay nagbubuklod sa mga tao bilang

isang pagkakilanlan ny kanilang pangkat. Sa ganitong paraan ay natututo ang tao para
mamuhay nang maunlad at may alam para maipagpatuloy ang mahusay at matiwasay na
pakikisalamuha niya sa kanyang kapuwa.

3. Naaadap (adapted). Ang kultura ay nag-aakomodeyt ng kapaligirang nagkokondisyon sa

isang tao sa likas o teknolohikal a resorses. Halimbawa, ang mga Eskimo ay nakatira sa
isang napakalamig, may snow, at yelong lugar. Sila ay nabubuhay nang normal sa
ganitong kalamigan ng kapaligiran samantalang ang ganitong sitwasyon ay imposible sa
mga Pilipino na sanay naman sa mainit at katamtamang panahon Ang kulturang urban ay
iba naman sa rural dahil din sa resorses na nasa kapaligiran nila. Ang kultura ng isang
depres na lugar ay iba sa kultura ng may kapangyarihan at mayayamang lugar. Kaya ang
 isang sanay na sa buhay-mayaman ay nahihirapan sa buhay-mahirap at ang isang sanay
na sa buhay- mahirap ay nakikilala talaga kahit pa punuin ang katawan niga ng maraming
alahas.

4. Dinamiko (dynamic). Ang kultura ay dinamikang sistema kaya patuloy na nagbabago.

Tulad ng Wika, may mga kulturang mabilis ang pagbabago at mayroon din namang hindi
nagbabago o mabagal ang pagbabago. Ang mga pagbabagong ito ay makikita sa istilo ng
pananalita, istilo ng buhok/gupit, atbp. Ang teknolohiya.ay nakapagdudulot ng malaking
pagbabago sa kultura. Ang halimbawa nito ay ang pag-unlad sa komunikasyon dahil sa
celfon, kompyuter, at iba pang kagamitan,

MANIFESTASYON NG KULTURA

Naipakikita ang kultura sa maraming paraan sa pamamagitan ng panlipunang institusyon,

karanasan sa pamamuhay, at katuparan ng indibidwal sa sikolohikal at beysik na
pangangailangan niya. Sa arav-araw na pamumuhay, masisinag ang ilang manifestasyon ng
kultura sa mga sumusunod:

1. Valyu. Tumutukoy it sa kung ano ang karapat-dapat at nakabubuting ugalin. Ito’y

naiimpluwensiyahan ng prestige (kapangyarihan), istatus, garbo, katapatan sa pamilya,
pag-ibig sa bayan, paniniwalang panrelihiyon, at karangalan. Ang status symbol ay
magkakaiba sa iba't ibang kultura. Halimbawa, sa Amerika, ang pagkakaroon ng
maraming kapritso/props sa sarili at materyal na pag-aari ay iginagalang. Ang moralidad
at imoralidad, ang pagbibigay ng kaparusahan at gantimpala, ang pagkakaroon ng mataas
na pinag-aralan ay madedetermina sa sistema ng pagbibigay-kahalagahan sa valyu ng
isang kultura. Sa sulat na ipinadala ni Dr. Jose Rizal sa kanyang nakababatang kapatid na
si Trinidad (March I, 1888) inilarawan niya ang mga Aleman na ganito, kung ikaw ay
nasa isang pagtitipon kailangan kang magpakilala ng sarili lalo na sa nagdaraos mismo ng
pagtitipon dahil para sa kanila hindi magandang ugali sa isang bisita ang manahimik at
maghintay sa iba para magpakilala sa kanya. Ang mga babaeng Aleman naman ay hindi
partikular sa magagandang damit o kasuotan at mga palamuti o mamahaling alahas,
ngunit partikular sila sa edukasyon. Ang pagmamano ny kamay ny mga Pilipino sa mga
nakatatanda sa kanila lalo na sa kanilang mga magulang ay palatandaan ng paggalang na
hindi nakikita sa mga banyagang kultura. Ang pagsasabi ng "po" ng mga Tagalog at
“manang" o "manong" ng mga Visayan at Ilokano ay isang kahanga-hangang valyu na
tanda pa rin ng paggalang.
2. Di verbal na Komunikasyon. Ang kahulugan ng aksyon at ekspresyon ay naglalarawan n
konteksto ng kultura, Ang pakikipagkamay, pagsaludo, o paghalik sa bibig sa harapan n$
maraming tao na walang kiyeme ay nag-papa kita ng pagkakaiba sa kultura. Ang kultura
ay madedetermina rin sa paraan ng paglakad, pag-lipo, paghilos, at maging sa pagsayaw.
Tandaang may mga kilos at galaw na maaring nakasanayan na ngunit maari rin namang
hindi katanggap tanggap sa iba lalo na sa ibang kultura.

Ang uri me pagsasayaw mg mga mananayaw ni Willie Revillame, sa Wowowin ay

tanggap ng me modernong magulang at kabataan, ngunit sa mga konserbatibong grupo, it
ay kabastusan at hindi dapat ipakita sa buong kapuluan lalo na at marami ang nanonood
na mga bata.

Ang pagkurus ng iga Katoliko ay palatandaan n& pagiging Katoliko nila samantalang
ang paghaplos ng dalawang kamay sa mukha kung nagdarasal ay palatandaan naman ng
pagiging Muslim.

Ang mga halimbawang nabanggit ay magkaibang mga kilos o galaw na nagpapahayag ng

magkaibang kahulugan. Maaari rin namang magkatulad sa kumpas o galaw ng partikular
na bahagi ng katawan ngunit magkaiba naman ng kahulugan.

Ang di-verbal na komunikasyon ay refleksiyon ng kultura at nagbibigay ng espesyal na

kaibahan upang madaling makilala ang iba-ibang kultura. May mga tunog at
kombinasyon na ginagamit ang wika na siyang pagkakakilanlan ng ibang kultura.
Halimbawa ay ang malambing na tono ng mga Ilonggo kung nagsasalita at ang parang
nagagalit naman na pagsasalita ng mga Meranaw. Ang kahirapan sa pagkatuto ng wika
ng iba ay dahil hindi ito bahagi ng ating kinagisnang kultura.

MGA KOMPONENT NG KULTURA

1. Materyal na Kultura. Mga bagay itong nilikha at ginagamit ng tao. Ito ay mga materyal
na objek na nagawa at ginagamit ng tao mula sa pinakapayak tulad ng mga kasangkapan,
muwebles, at pananamit hanggang sa malalaking bagay tulad ng arkitektural na disenyo,
mga kotse, makina at iba pa. Halimbawa, ang brass pot ay ginagamit sa pagluluto sa
ibang kultura, samantalang ito ay pangdekorasyon lamang sa ibang kultura. Ang
kompyuter ay isang mahalagang kagamitan sa kultura natin ngayon, ngunit sa ibang
kultura naman, ito ay walang kabuluhang bagay. Kaya, ang kamalayan natin sa mga
bagay-bagay lalo na sa uri at gamit nito ay nagdudulot sa atin ng malawak a pag-unawa
sa kultura at lipunan ng ibang grupo.
2. Di-materyal na Kultura. Binubuo ito ng mga norm, valyu, paniniwala, at wika.
a) Norms. Tumutukoy ito sa pag-uugaling karaniwan at pamantayan. Tinatawag ng
mga sosyolohista ang norm na kumakatawan sa kung ano ang aktuwal na
ginagawa o ikinikilos ng isang tao na ideyal at standard na inaasahang uugaliin
niya sa isang partikular na sitwasyon. Halimbawa, ang ideal norm para sa mga
naninigarilyo sa mga pampasaherong sasakyan ay Smoking is not permitted. Ito
ay tama sa sosyolohikal na pagtingin at dahil mali at may batas na sinusunod kaya
ito ang karapat-dapat na gawin o sundin.

Ang norm ay ideyang nasa isip ng bawat miyembro ng isang grupo. Ang ideyang
ito ay nagsasabing kung ano ang dapat at inaasahang gawin sa isang sitwasyon.
Ang ideal na norm ay mahalaga dahil nagpapaliwanag ito ng inuugali ng iba at
nakatutulong din nang malaki para maunawaan ang mga ugaling ito. Halimbawa,
dapat huwag mag-ingay kung may natutulog lalo na kung siya ay bisita at hindi
mo kilala, pagsasabi ng "po" ng mga Tagalog bilang palatandaan ng paggalang,
paghingi ng permiso tuwing umaalis ng bahay, paghihintay sa pagsasabi ng titser
na maaari nang lumabas ng klasrum kahit na nagring na ang bel.

b) Folkways. Isa itong kaugaliang nakikita sa isang sitwasyon na tinitingnan ang

magandang kapakanan ng isang pangkat. lang halimbawa ng folkways ay pag-
aayos ng lugar lalo na ang hapag kainan, pagtanggap nang mahusay sa mga bisita,
pagdaramit nang maayos kung may pupuntahan, pagsisimba, pagsama-sama ng
pamilya tuwing Linggo, atbp. Kung ang kultura raw ay sementong nagbubuklod
sa mga tao sa lipunan, ang beheybyur ng mga tao ang pangunahing sangkap/sahog
sa semento. Ang dahilan na ang mga sosyolohista ay gumagamit ng terminong
folkways kaysa customs ay upang idiin na ang mga ito ang mga katanggap-
tanggap na beheybyur ny tao sa isang lipunan. Sumasaklaw pa rin ito sa marami
pang kustombreng ating sinusunod dahil ito any ating nakikita at gimagawa mula
pa noong tayo ay isinilang. May mga inaasahang beheybyur na tradisyunal nang
ginagawa ng mga Pilipino dahil sa ating palagay: ito ang tamang gawin.
Halimbawa, may paniniwala, ang mga Pilipino na kang ang isang pamilya ay
namatayan, ang mga kamag-anak, kaibigan, at kapitbahay ay dapat pumunta sa
bahay ng namatayan upang makiramay: An perang abuloy o tulong sa namatayan
ay karaniwang, inilalagay sa plato o karton na malapit sa kabaong. Ang mga
direktang miyembro ng pamilya ay bawal na tumulong sa pag-aayos sa patay. Sa
halip. sila ay mag-aasikaso lamang sa mga bisita. Naniniwala rin ang karamihan
sa mga Pilipino sa siyam na gabing pagdarasal, sa ikaapatnapung araw na
pagdarasal at sa hubkas o isang taon na anibersaryo ng pagkamatay. Isa pang
kultural na ekspektasyon sa Pilipinas ay keeping the family purse (Sino ang
hahawak ng pera n pamilya?). Ang mga bana ay inaasahang magbigay sa asawa
ng kanilang suweldo dahil ang huli nagdadala ng badjet ng pamilya. Sa mga
Amerikano naman, ang bana ang humahawak sa pera ng pamilya.
c) Mores. Tumutukoy ang mga ito sa pamantayan ng kaasalang lubhang iginagalang
at pinahahalagahan n isang grupo. Kinakailangan at mahalaga para sa kapakanan
ng isang grupo ang pagsasabuhay sa mga pamantayang ito. Halimbawa, bawal sa
mga Muslim ang kumain ny karneng baboy, bawal sa ibang relihiyon ang kumain
ng dinuguan at magpaputol ny buhok ang mga babae.

Ito ay hindi ginagawa nang basta na lamang ng isang miyembro dahil may
mabigat na kaparusahan ang paglabag sa mores.

d) Batas. Para sa mga sosyolohista ang batas ay pormal at karaniwang ginagawa at

isinasabatas ng federal state o lokal na awtoridad. Halimbawa: Ang pagpatay,
pagnanakaw, pagtawid sa dan nang hindi sumusunod sa batas-trapiko ay may
kaparusahan. Ang pagdedeklara ng presidente n Pilipinas n ligal na holiday sa
araw ng pagkamatay ng dating Presidente Corazon Aquino para maalala palagi ng
mga Pilipino ang kanyang kadakilaan ay nakapaloob sa isang batas o
proklamasiyon. Kalaunan, magiging customary na ang pagbibigay-pugay kay
Cory Aquino at hindi na ito basta ligal na araw na walang trabaho kundi magiging
tradisyunal na holiday na.
e) Valyu. Ito ang inaasahang mabubuting pag-uugali o dapat gawin/ikilos o ipakita.
Sa pangkalahatan, tumutukoy ito sa indibiduwal na ideya ng kahalagahan at
pangangailangan, at siyan g magdidikta sa atin kung ano ang moral at imoral, ng
mabuti at masama, ng tama, at mali, ng maganda, at pangit. Halimbawa nito ay
ang pagbati ng "good morning" at "good evening." pagpapasalamat, pagtulong sa
mga titser lalo na kung may mabigat na dalahin, pagdating sa tamang oras,
paggalang sa mga nakatatanda, hindi pagsagot nang pasigaw sa mga magulang,
pagsagot nan tama kapag tinatawag, pagkatok kung papasok sa ibang bahay, atbp.
f) Paniniwala. Ayon sa mga sosyologo, persepsyon ito ng isang tao sa mga
nangyayari sa kanyang kapaligiran at mundo. Kabilang dito ang mga pamahiin.
g) Wika. (Balikan ang kahulugan ng wika sa naunang bahagi ng teksto)
h) Technicways. Pakikiangkop ito ng lipunan sa mga pagbabagong dala ng
teknolohiya. Ang halimbawa nito ay ang paggamit ng mga bagong kagamitan at
pagsunod sa moderno o popular a kultura o global na pagbabago. Ang bilis ng
komunikasyon ay dahil sa kompyuter at mga telefon o celfon. Naging maliit ang
mundo at nagkakaimpluwensyahan ng kultura dahil sa impluwensya na rin na
dala ng mga makabagong kagamitan at pamamaraan ng pamumuhay tulad ng
pagbabago sa pagluluto, pag-aayos o pagpapaganda ng sarili, pagpapagamot, pag-
eenrol o pag-aaral, pag-aanak, pagbibiyahe, at marami pang iba mula sa
tradisyunal nitong kaparaanan. Ang technicways ay kumakatawan sa klase ng
pagbabago ng kultura at halos kabaligtaran ng folkways at norms.
 KULTURA AT ANG GRUPO

May tatlong mahalagang tungkulin ang kultura ng isang pangkat. Anumang kultura ay:

1. Isang paraan upang makita ang biyolohikal na pangangailangan ng grupo para mabuhay.
2. Nagbibigay sa isang indibidwal na kasapi ng grupo na mag-adjust o makibagi sa
sitwasyon ng kapaligiran.
3. Sa pamamagitan ng komon na kultura, nagging tsanel upang makapag-interak ang bawat
myembro ng isang pangkat at maiwasan ang anumang alitan.

PANDAIGDIGANG HULWARAN NG KULTURA (Universal Pattern of Culture)

Iba-iba ang kultura ng bawat lugar ngunit may mga kulturang komon at makikita sa lahat ng
pangkat sa bawat lipunan. Ang unipormidad na ito ay tinatawag na universal pattern of culture.

Ang lahat ng ginagawa kaugnay sa wet rice agriculture sa Pilipinas ay halimbawa ng hulwaran
ng kultura, Kumakatawan sa wet rice pattern ang maraming katangian ng kultura na ginagamit
tulad ng paggamit ng kalabaw, paggamit ng araro, sakahan, espesyal na varayti ng palay,
espesyal na paraan ng pagtatanim at muling pagtatanim.

Si Winsker na isang Amerikanong antropolohista ang unang nagbigay ng pakahulugan sa

universal pattern of culture. Ayon sa kanya, ang lahat ng tao sa mundo ay may:

1. Wika at pananalita
2. Materyal na Kultura

a. Food Habits/Kinasanayang pag-uugali sa pagkain

b. Pamamahay
c. Transportasyon
d. Kagamitan
e. Pananamit
f. Sandata o Weapon
g. Trabaho at Industriya

ALTERNATIBO/MGA ALTERNATIBO

Ang bawat lipunan ay may mya kaugaliang sinusunod at mayroon din namang manaring hindi
sinusunod na tinatawag na alternatibo. Maaaring ma mili ng kung ano ang sa palagay my bawat
isa ay nakapagdudulot sa kanya ng kabutihan at kasiyahan. Halimbawa, manaring mamili ang
kahit sino kung anong relihiyon ang gusto niya; sa pagbiyahe ay puwede siyang sumasakay sa
bus, dyip, tren, eroplano, helikopter, barko, bangka, kalesa, o motorsiklo, Pwedeng kumain sa
restawran, sa bahay, sa may tabing dagat o kahit saan. Maaaring mag-asawa at maaaring hindi.
Sa pagpapakasal maaaring sa pari, huwes, pastor, at maging sa mayor. May lipunan na tanggap
ang pag-dasawa ng marami at tanggap ang diborsiyo, samantalang may lipunan naman na hindi
tinatanggap ang mga ito. May lipunan ding sang-ayon sa mercy killing at aborsiyon at mayroon
ding tumitingin sa mga ito bilang napakabigat na kasalanan sa batas ng tao at lalo na ng Diyos.

PAGTINGIN NG IBANG TAO SA SAILING KULTURA AT KULTURA NG IBA

Ang pagpapahalaga ng isang tao sa sariling kultura at sa kultura ng iba ay maaari niyang ibatay
sa mga sumusunod;

1. Noble Savage. Dito, tanggap niya kung ano siya. Hindi niya ikinahihiya kung ano siya.
Halimbawa, tanggap na tanggap ko na ako ay isang Meranaw at hindi ko ito ikinahihiya.
2. Ethnocentrism. Paniniwala ito ng iba na ang kanilang kultura ay tama at nakahihigit sa
ibang kultura samantalang ang sa iba ay mali kaya hindi dapat gayahin ng iba.
Halimbawa, ang pagdadasal sa altar na may mga imahe ng iba-ibang santo ay hindi tama,
maling-mali kaya hindi dapat gayahin.
3. Cultural Relativity. Pag-unawa ito sa ibang kultura, Dito, tinitignan ang lahat ng kultura
bilang pantay-pantay, walang superyor at imperyor, Kabaligtaran ito ng ethnocentrism.
Halimbawa, Kung hindi man sila nagmamano sa kanilang tahanan ay hindi ibig sabihin
na wala silang respeto sa magulang.nila. Ito ay nakasanayan nila kaya nauunawaan ito ng
mga nakakakilala sa kanila.
4. Xenocentrism, ang mga banyagang tao, lugar, at bagay ay magaganda at ang lokal o
sariling kanya ay pangit. Pagmamahal ito sa imported na bagay.

KULTURAL NA KATANGIAN NG IBANG MGA TAO

1. Polychronic. Sa ibang kultura, may mga taong gumagawa ng isang bagay o gawain nang
sabay-sabay. Halimbawa, Nagsasaing habang naglalaba at nagbabantay ng bata, nag-aaral
at nanonood ng tv habang sige rin ang pindot ng selfon
2. Monochronic. Ang mga tao ay paisa-isa kung gumawa ny kanilang trabaho. Naniniwala
sila na bawat trabaho ay may oras. Halalimbawa, hindi muna sila magluluto hangga't di
natatapos ang kanilang paglalaba.

KATANGIANG KOMUNIKATIBO AYON KINA HOFSTEDE AT TRIANDS

Ayon kay Hofstede (1984), maaaring uriin sa dalawa ang katangiang komunikatibo-individualist
at collectivist.
 1. Individualist. Sarili lang ang iniisip at mahalaga para sa isang tao. Wala siyang pakialam
sa damdamin ng iba. Prangka kung magsalita at wala siyang pakialam sa nararamdaman
ng iba.
2. Collectivist. Iniisip mg isang tao ang kapakanan at pag-uunawaan ng lahat. Mahalaga sa
kanya ang damdamin ng iba.

Inuri naman ni Triands (1990) ang katangiang komunikatibo bilang allocentric at idiocentric.

1. Allocentric. Sa katangiang ito, iniisip ng isang tao na mahalaga para sa kanya ang iba.
2. Idiocentric. Nagsasabi ang katangiang ito na sarili lamang ng isang tao ang mahalaga