3.

Genre Blending and Experimentation ✓ "Mythology Class," a graphic novel by Arnold Several factors contribute to the emergence and
Arre, which reinterprets Philippine mythology evolution of trends in Philippine literature within
❖ Contemporary Philippine literature is
within a contemporary setting, following a popular culture. These factors influence the
characterized by a spirit of experimentation
group of students who uncover ancient themes, styles, and platforms through which
and genre-blending.
secrets. literature is created, consumed, and
❖ Authors are increasingly transcending
✓ "Goyo: Ang Batang Heneral," a film directed by disseminated. Here are some key factors affecting
traditional genre boundaries, mixing elements
Jerrold Tarog, which explores the life of these trends:
of fantasy, science fiction, horror, and
historical figure General Gregorio del Pilar,
romance to create unique and hybrid 1. Socio-Cultural Changes
blending historical events with myth and
narratives.
legend. ❖ Diversity and Inclusivity: Increasing awareness
❖ This trend reflects a desire to break free from
and advocacy for diversity and inclusivity have
conventional storytelling conventions and 5. Socially Conscious Storytelling
prompted authors to incorporate a wide range
explore new creative possibilities.
❖ In response to pressing social issues, such as of voices and perspectives in their works,
✓ "Si Janus Silang at ang Labanang
poverty, corruption, and environmental reflecting the multicultural fabric of Philippine
Manananggal-Mambabarang," a young adult
degradation, many Philippine authors are society.
novel by Edgar Calabia Samar, blending
using literature as a tool for social commentary ❖ Social Issues: Pressing social issues, such as
elements of fantasy, horror, and Philippine
and advocacy. poverty, inequality, and human rights
mythology.
❖ Through their works, they shine a spotlight on violations, serve as catalysts for socially
✓ "Trese" comic book series by Budjette Tan and
the injustices and inequalities present in conscious storytelling, prompting authors to
Kajo Baldisimo, fusing elements of crime noir,
Philippine society, sparking conversations and address these issues through their works.
urban fantasy, and Filipino folklore.
inspiring action for positive change. ❖ Cultural Revival: A growing interest in Philippine
4. Reimagining Folklore and Mythology ❖ This trend underscores the transformative folklore, mythology, and indigenous culture has
power of literature as a force for social sparked a revival of traditional storytelling
❖ Filipino folklore and mythology have long
awareness and empowerment. techniques and themes, leading to the
served as rich sources of inspiration for writers,
✓ "Smaller and Smaller Circles," a crime novel by reimagining of folklore and myth in
but recent years have seen a resurgence of
F.H. Batacan, addressing issues of corruption contemporary literature.
interest in reimagining these traditional tales for
and social inequality within the Philippine
a modern audience. 2. Technological Advancements
justice system.
❖ Authors are breathing new life into age-old
✓ "Ang mga Kaibigan ni Mama Susan," a horror ❖ Digital Publishing Platforms: The proliferation of
myths and legends, infusing them with
novel by Bob Ong, incorporating themes of digital publishing platforms, such as Wattpad
contemporary themes and perspectives.
religion, morality, and societal decay. and Amazon Kindle, has democratized the
❖ This trend not only preserves cultural heritage
publishing process, enabling aspiring writers to
but also provides a platform for indigenous
share their works online and reach a global
voices to be heard.
 audience without the need for traditional
publishing channels.
❖ Social media: Social media platforms like
Twitter, Facebook, and Instagram provide
authors with direct access to readers, allowing
for real-time interaction, serialization of stories,
and grassroots promotion of literary works.
3. Globalization and Cultural Exchange
❖ Access to International Literature: Increased
access to international literature through
translations, online platforms, and global
cultural exchanges exposes Philippine writers
to diverse literary traditions and influences,
leading to the blending of genres and
experimentation with new storytelling
techniques.
❖ Cross-Cultural Collaboration: Collaborations
between Filipino authors and international
creators facilitate the exchange of ideas,
styles, and perspectives, enriching the
Philippine literary landscape and fostering
cross-cultural understanding.
4. Economic Considerations
❖ Market Demand: Changing consumer
preferences and market demands influence
the types of stories that gain popularity in
Philippine literature. Authors may tailor their
works to appeal to specific audiences or
capitalize on emerging trends to attract
readership.
❖ Financial Accessibility: The affordability of
digital publishing and self-publishing platforms
lowers barriers to entry for aspiring writers, WE ARE ACTUALLY ALL THE SAME
allowing them to pursue their literary ambitions
1. If the cultural products lose their sense of
without significant financial investment.
meaning and authenticity due to their mass
5. Educational Initiatives and Literary Institutions production, so do the individuals who buy them.
❖ Literary Education: Initiatives aimed at 2. Subconsciously, we may not realize that each
promoting literacy, creative writing, and time we buy a new and trendy product, we are
literary appreciation in schools and merely buying the new trendy "thing" to add to our
communities play a crucial role in nurturing a very own material product of a self
new generation of Filipino writers and readers.
3. The truth is that we are buying this product
❖ Literary Awards and Festivals: Literary awards,
because it is frequently publicized through media
festivals, and competitions provide recognition
only to illustrate this materialized commodity of
and support to emerging authors, incentivizing
"cool" that everyone must have.
literary excellence and innovation within the
Philippine literary scene. 4. We are truthfully as much of a commodity as the
product itself. Regardless, we have a situation
LESSON 3: CULTURE INDUSTRY AGENDA SETTING
where the consumers are being victimized by the
THEORY
producers in that they know what we like and give
❖ Culture Industries was proposed by Theodor us what we want; therefore, we no longer have
Adorno and Max Horkheimer of the Frankfurt genuine experiences.
school in 1944.
5. We may "think" we are expressing our sense of
❖ It was presented as critical vocabulary in the
self and individuality by buying the latest Samsung
chapter "The Culture Industry: Enlightenment as
phone of a different color, because in our mind,
Mass Deception", of the book Dialectic of
we find that typically everyone buys blue or silver
Enlightenment.
and we want to be different; thus, we conclude
➢ Culture Industry refers to the standardization
we are being unique.
and false-singularity of cultural items, and how
these cultural items are regulated. ADVERTISING AND CULTURE INDUSTRY
➢ It says that we, as people, have become
❖ Advertising plays a crucial role in our everyday
standardised because corporations produce
lives.
standard products which fit our needs and
❖ Advertising effectively grabs the public's
demands.
attention through the use of television
➢ So, corporations produce our needs and
commercials, billboards, magazines, etc.
desires.
❖ It is the advertisement that attracts the
consumer to buy a product and ascribe the
connotation of "coolness" to it.
❖ The product and the advertisement become
two of a kind.
MASS DECEPTION AND SOCIAL CONTROL
❖ 'Mass deception' and 'Social control' describe
the ideas and theories that Adorno and
Horkheimer earnestly prescribed.
❖ Adorno saw what he referred to as 'the culture
industry' as constituting a principal source of
domination within complex, capitalist societies.
❖ The Culture Industry is characterized by three
specific ideas: Monopoly, Mass Production,
and Technology
EFFECTS AND STYLE vs. SUBSTANCE
❖ Culture industry prefers effects and style over
substance and content. That's one of the
reasons why films like 'The Iron Man' is such a
huge hit.
CULTURE INDUSTRY AND JOLLIBEE
"The chicken joy brings actual joy."
• The owner thought of an idea to create a fast-
food spot that solely appealed to the Filipino
palette.
• The chain began popping up all over the
Philippines, attracting more and more
customers.
• It competed with large American chains and
combatted McDonald's entry into the Filipino
market in the early '80s.
• At its core, its success lies in the fact that it was
-- and continues to be unabashedly Filipino,
with hot dogs galore in the banana-ketchup
spaghetti and garlic rice paired with every
breakfast meal.
• Heaping buckets of chicken, signature
Yumburgers, rice-and-beef breakfast platters,
shrimp-packed noodles, and hot dog-stuffed
sweet spaghetti
• "But that day, when the bee showed up... the
reaction from the kids was that of Michael
Jackson appearing in Budapest. Everyone
crying, screaming, freaking out like it was Justin
Bieber. And then he got into a full song and
dance and everyone is just floored."
(Samantha Duenas, a Los Angeles-based
singer and DJ
• People are led -- at the behest of a smiling,
dancing bee in a tuxedo jacket -- t古 the
promise of joy. Chicken Joy.
AGENDA SETTING THEORY
(Maxwell McCombs and Donald L. Shaw)
❖ Agenda Setting Theory. It discusses a very
powerful influence in mass media "the agenda
setting theory says that media (mainly the news
media) aren't always successful at telling us
what to think, but they are quite successful at
telling us what to think about".
❖ The agenda setting theory comes from a
scientific perspective, because if we are
looking in the effects of mass media that if an
individual is exposed in one issue that was
televised in television many times there is a
great possibility that the individual will have
more interest in the issue.
THE LEVELS OF AGENDA SETTING THEORY
1. Media uses objects or issues to influence the
people what people should think about.
2. Media focuses on the characters of issues how
people should think about.
Example of Agenda:
✓ When a baby starts going to school, the
agenda on which his teachers work would
include entertaining him with toys, cartoons
and poems etc. so that the child could adjust
in that organized environment easily.
✓ When a company has to launch a new
product, they would make its advertisement in
a colorful and presentable way. Their
entertaining advertisement would be their
agenda to promote their product.
✓ When a villager comes to a town or a city, he
is unaware of the environment. If we want to
make him active and confident, we would
meet him with a welcoming attitude, a smile, a
handshake or a hug so that he may feel
comfortable and may approach us anytime.
All these efforts to make him comfortable
 would actually be an agenda on which we are
working for the sake of his convenience.

"In choosing and displaying news, editors,

newsroom staff, and broadcasters play an
important part in shaping political reality. Readers
learn not only about a given issue, but also how
much importance to attach to that issue from the
amount of information in a news story and its
position," www.masscomtheory.com said.