MODULE WEEK NO.

3
TAGOLOAN Community College
Baluarte, Tagoloan, Misamis Oriental
Tel.No. (08822)740-835/(088)5671-215

College of Arts & Sciences

GEE 10: Philippine Popular culture
Semester of A.Y. 2020-2021

Introduction
In this module we are going to do an application on the frameworks of popular culture and how it has
been affected due to the rise of social media in the Philippine settings. Let us therefore explore this
aspect of popular culture and understand its advantage s & disadvantages.
COURSE MODULE

Rationale

Determine the frameworks of Popular Culture on the rise of social media in the Philippines.

Intended Learning Outcomes

A. Dissect the concept of popular culture in the Philippine context and locate its origin
B. Connect popular culture to the usage of conventional media such as television and radio usage,
and the rise of and social media or new media
C. Locate interlocking concepts regarding popular culture and social media in the political,
economic, and social aspects of everyday Philippine life

Activity

Activity : Online Editing/sharing on class

Apply varying ideas of Pop Culture in relations to the use of social media

Discussion

Framing the Popular Culture and

the Rise of Social Media

1
 MODULE WEEK NO.3

Pop Culture and the Rise of Social Media in the Philippines:

An Overview by Aj Garchitorena (2014)

“According to the Yahoo-Nielsen Survey of 2013, the top three sources of media consumption in the
Philippines come from the television, the radio, and the continually rising internet new media. With
these media vehicles, the so-called the fourth estate of the government, one can actually deduce that
watching favourite shows on the television, listening to radio programs, or even surfing the world-
wide web can have political, social, and economic implications.” (Garchitorina,2014)

Base sa usa ka obserbasyon nga gihimo sa usa ka survey, ang pinaka gamiton nga porma sa usa ka
media sa Pilipinas sa pagka karon mao ang telebisyon, radyo ug ang social media gamit ang
internet.Tungod ani, dili malalis nga ang pag sige ug gamit kanunay sa maong mga medium maka
impluwensya ug dako sa atong pang adlaw adlaw nga kinabuhi ug labi na sa aspeto sa pampolitika,
COURSE MODULE

ekonomiya ug uban pa.

Popular Culture in the Philippines

Wordpres.com

Popular culture, according to National Artist for literature Bienvenido

Lumbera in his book Revaluation: Essays on Philippine Literature, Theatre and Popular Culture (1984)
has to start with a foundation and that foundation must necessarily be the culture of the Filipino people
and not by the colonial rule. In addition, popular culture in the Philippines was created and used by the
Spaniards to the native Filipinos via plays and literature to get the heart of the natives and win it.
However, this is not the same with ‘folk culture” or “nationalist culture”. To further understand these
idea lets define the following terms first:

Folk Culture – the way of living of people & how they cope to survive with nature.
Nationalist Culture - culture created through colonial resistance.

Para kang Lumbera(1984), ang Pilipinhong Kultura popular dili sama sa gitawag nga “Folk culture” o
“Nationalist culture”. Para kaniya ang folk culture mao ang paki paghandurot sa mga katawhan ngadto
sa kinaiyahan aron magpakamabuhi. Ang Nationalist culture mao usab ang pagkahimugso gikan sa pag
resistar sa colonial nga gahum batok espanya niadtong unang panahon. Apan kini sila dili matawag nga
Pilipino Kultura popular. Unsa man diay kining Filipino pop culture?
Matud pa kay Lumbera(1984) ang Kulturang popular wala unang gigamit sa mga Pilipino kon dili ang
mga Espanyol mismo. Gigamit kini nila nga pamaagi aron makuha ang simpatiya sa mga nitibong

2
 MODULE WEEK NO.3
Pilipino niadtong panahuna . Kini parte sa gitawag nga “Spanish propaganda”. Giunsa man kini pagpa
kuyanap ? Gi butyag nga ang mga espanyol nag gamit sa “kristiyanismo” aron makuha ang pag tuo ug
ma dominar ang huna huna sa mga pilipino pinaagi sa mga kalihokan sa simbahan. Busa nagpa
sundayag sila ug mga “sinakulo” ,“fiesta”, oracion ug uban pa, aron mo lingaw sa lumolupyong
Pilipinhon para dili maka hunahuna ug dautan batok sa Espanya. Kini mao ang nag langkop sa mga
kultura popular niaadtong panahon sa kolonyalismo

Pinoyfavs.ph
COURSE MODULE

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. But as for Lumbera (1984)
"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."

Sa kadugayan, ang kining mga pasundayag, mga kalingawan nga nag sukad mismo sa mga espanyol
wala damha nakat-unan sa mga Pilipino nga maoy gamiton nga pamaagi aron mapa abot ang ilang mga
mulo batok kolonyal nga panggamhanan didto sa kapwa nila indio. Ang nahitabo, ang instrumento nga
gigamit mismo sa mga banyaga mao ra puy ni unay kanila tungod kay matud pa naka mata ang mga
Pilipino nga ang kultura popular pwede diay usab nila gamiton batok sa ilang kaaway nga mao ra bya
nag tudlo kanila niining mga butanga. Sa katapusan, ang mga banyagang espanyol “gi duslak sa
kaugalingon ra nilang espada”. Diri nahimugso ang Pilipinhong Kultura popular, dili man galing
matawag gyud nga pag batok deritsa sa mga banyaga apan gikan gayud kini sa hunahuna ug katakus sa
mga Pilipino niadtong panahuna. Ang ilang katakus ilang gigamit aron ma mapadayag nila ang ilang
kaugalingon tandi sa ilang natagamtaman nga kasakit sa ilang palibot.

The Theory of the Netizen and Democratisation of Media

3
 MODULE WEEK NO.3

The word netizen, though it has been used popularly in current times, is actually a word from the theory
of Michael Hauben (1996) which is a corrupted term from the phrase "Net Citizen".
(Garchitorina,2014)

Sigun sa obserbasyon ni Hauben(1996), ang mga gitawag nga “netizens” dakong tabang tungod pwede
mahimo kini silang sugkaran sa mga importanting balita o impormasyon. Apan sama sa kasagaran
pwede usab kini nga ka himugsuan sa gitawag nga “opinionated news” o “fake news” nga kinsa maka
daut sa katilingban tungod kay kini nga mga balita gihimong “sensationalized “ sama sa usa ka tabloid
aron ma empluwensyahan ang panghunahuna sa mga katawhan labi na gyud sa aspitong politikal. Ang
COURSE MODULE

mahitabo daghang mutuo sa usa lamang ka opinion kaysa balita nga gi suportahan sa kamatuoran o
saktong resources. Ang gitawag nga mga “vloggers” mao na hinooy ga tuohan sa mga katawhan nga
kong boot hunahunaon wala man ang kasagaran kanila naa sa posisyon aron mag himo sa usa ka
“assessment” sanglit ang uban wala man gani naka human sa pag eskwela o dili nila linya ang ilang gi
pangyawyaw sa media. Usa ka example niini ang “ political critique” nga ang nagbut yag dili man usa
ka political analyst kon dili usa ka artista , athlete o regular nga estudyante. Ang paghatag sa usa ka
medical nga assessment ginabuhat lang sa usa ka legitimo nga doktor ug labi na gyud dili angay mo
konsulta sa isyu legal sa dili mga abogado. Mao ang nahitabo naa kita mga gipang butang sa gobyerno
nga dili unta angay sa posisyon,naay dancer,singer ug uban pa nga importante raba kaau ang ilang
gihuptan kay kini para sa kalamboan sa atong nasud apan sigun pa tungod kay SIKAT man kono mao
atong ga suportahan.

The Agenda-Setting Theory

viral nations.com

The Agenda-Setting theory states that media influences people to focus its attention on something
under a certain agenda It can make people think that something is actually happening when something
is not, or give special attention or focus on certain subjects or topics and hype it to make an impression
that something big is going on( Garchitorina,2014)

Kini nga teorya nagpasabot, nga tungod sa dakong impluwensya sa social media sa mga katawhan
pwede kani nga gamitong instrumento aron aghaton ang mga tawo sa tinuohan paagi sa pagpa dako sa
usa ka issue aron ma impluwensyahan ang panghunahuna sa tanan. Busa kini gitawag nga Agenda-
setting tungod kay ang tanan nga Makita sa media karon gi tuohan nga gipa luyohan ug usa ka agenda,

4
 MODULE WEEK NO.3
Maau man o dili, kasagaran ang mga “agenda” nag tumong lamang sa kapuslanan sa pipila ka nilalang.
Maga himo sila ug pakulo diha sa social media o mga tumotumo aron mandaut para sa kapuslanan sa
ilang mga pangandoy o ba kaha tungod gihapon sa paglikom sa dakong salapi.

How media spreads popular culture, and affects the aspects of Filipino life

Political- Economic Aspect

According to Lumbera(1984), popular culture with the rise of technologies like the television and the
radio, soon deteriorated the notion of art and made it appear that it is consumable and a commodity.
This has given birth to the following terms:

“Vulgarisation of art” Art were tailor-fit to serve the taste of the greater audience, sacrificing its
quality in the process.
“Infotainment” is making an issue a side trip to entertainment purposes.
“Cross-promotion” is an advertisement inside another program, or the like.
COURSE MODULE

Ang Kultura popular karon nag deperensiya ug dako kaniadto tungod kay matud pa ang kasagaran
makita sa pagka karon mao kining mga salida nga nag depende sa mga sponsor ug kong imong
lantawon mas gi tagaan ug importansya ang ginansya o ba kaha ang “ratings” kaysa sulod ug tipik
nianing mga programa. Bahala na ug mahimong violente o sensual o ba kaha way klaro basta daghan
ang manan-aw labi na gyud ug kini naa sa “prime time” nga mga orasa. Sa ato pa naay gina tawag nga
“vulgarisation of art” tungod kay mas gi una paman ang ekonomikanhong tumong kaysa pag pasikad sa
kaalam , artistry o storyline. Ang estorya wa nay klaro tungod kay gi sumpay sumpay na lamang aron
mataas kay kini gina tan aw man sa kadaghanan. ( mao siguro gyud nga hangtud karon wala pa gyud
namatay si Cardo Dalisay sa “Ang Probinsyano” ) Tungod pud sa advertisement o pasayud, na
sakripisyo ang artistic material (content, form & quality) sa usa ka programa. Bisan galing sa internet
daghan gihapon mga cross promotions or “pop-ups” nga naka samok sa atong pag sabot sa atong gi
basa o gi lantaw kini sila part sa advertisement kong asa paka kwarta ang mga net sites of social apps.

Socio- Political Aspect

Media's power does not only reside on the economic, but also to the monopoly of sources. There are
limited sources by which media can get information, and with it, they control -- government,
businesses, and the like -- whatever is going in and out of the information tube there is a thing called
media democratisation and that is connected with the rise of social media. ( Garchitorina,2014)
In the Philippines, the internet usage penetration is more than thirty per cent as of 2012, and is
continuously rising (Yahoo-Nielsen, 2013). According to the same survey, more Filipinos use tablets
and mobile phones to access the internet, and with the rise of smart phones in the country, because of
these public opinion rises from these sites, proliferation of liberal ideas happen especially in the
Philippines for the government never or cannot totally censor its contents.

Tungod sa pagkuyanap sa teknolohiya, dili na gyud nato malimud nga daghan na kaayo ang ga gamit
ug internet busa sa pagka karon dako kaau ang opportunidad nga nahatag sa mga katawhan aron mapa
dangat nila ang tagsa tagsa ka mga opinion. Kini usa ka dakong kauswagon ug kaayuhan kong ang gi
tawag nato nga media democratisation magamit sa sakto nga tumong ug pamaagi. Apan sama sa

5
 MODULE WEEK NO.3
kasagaran gaka hitabo, kong kini ma control sa pipila lamang ka tawo mahimo nilang ma domina ang
utok sa tanan ug sa maka usa pa gamiton nga instrumento aron magdumala sa politikanhong
demokrasya.

blogspot.com

CONCLUSION
COURSE MODULE

To summarise, popular culture was first introduced and given flesh and bone through the study of
Lumbera (1984). It will be the foundation of the media we see today, and it fleshed out reasons why
media commands economic, political, and social power in the Philippines. Through several media
theories, it was shown that in media's main goal via the proliferation of pop culture creates a
commercialised world as it generated income through advertisements, and whoever command
economic power commands the political, as well. Media companies can also facilitate pop culture to
make their audience behave the way they would be favourable to them, also because they monopolise
the information stream. This can also be countered with the democratisation of media through the
facilitation of social networking sites and by projecting ideas as a netizen on the internet. This may
cause leverage but may not completely achieve its full potential for full democratisation can be done if
all people in the society can gain full access with the said technology. It may also have down effects for
media companies can use Netizens as primary sources of information, as though "empowering" them.
This can also be countered with education if the public know how to use social media that would
benefit them. (Garchitorina,2014)

Exercise

In this module you studied framing Filipino popular culture amidst the rise of social
media. Using the following lessons, state your own generalization or understanding of the topic &
relate it to the actual application on your personal observation in the society today. Answer the
following questions:

1. How do you define the role of social media in your personal life & in the society as a whole?
Was it a boon (advantage) or a bane (disadvantage). Choose one side only and explain why.

6
 MODULE WEEK NO.3

Assessment

Right after answering the following questions post it at the Discussions forum provided
(facebook unit 3 post). Post it as a thread to open a venue for discussions & exchange of ideas. Please
remember to be polite & courteous towards fellow learners. Deadline will be on September 22, 2020 at
12:00 pm ( GMT ). Good luck!

Reflection
COURSE MODULE

1) How do we frame Pop culture in the Philippines?

2) How media spreads popular culture,
3) How does it affects the aspects of Filipino life

Resources and Additional Resources

Farganis,J.(2008).Readings in social theory.1221 Avenue, New York, USA, The Mc Graw-Hill Companies, Inc.

Garchitorina,Aj.(2014). Pop Culture and the Rise of Social Media in the Philippines: An Overview retrieved 14
september 2020 @ http://www.columbia.edu/~hauben/ronda2014/Culture-Philippines.pdf

Williams,R.(1976).A vocabulary of culture & society. London,Fontana. Retrieved 28 August 2020

@https://www.tagg.org/others/popdefrwilliams.html#:~:text='Popular'%20was%20being%20seen
%20from,inferior%20kinds%20of%20work%20(cf.