PHILIPPINE POPULAR

CULTURE
ORIGIN AND CONTEXT
Philippine Popular Culture impacts
the daily life of every Filipino

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Television, music, food and language are all valuable
rudiments of popular culture that create an invisible
bond that ties us together
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• Master text styles
• Second level
• Third level
• Fourth level
• Fifth level

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Why are we fan of foreign
“brands”??

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 Popular culture is introduced by
Spaniards
1. Win the heart of the indios
2. to endorse the interests of
the Church and State
3. Become essential
instruments "in bringing into
the vernacular, literary forms
that were to be vehicles for
the "pacification" of the
natives

Done thru literary arts like

pasyon, sinakulo, korido, komedya and awit

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But soon after they became educated.. Pop culture was used
to fight against the oppressor made by the Propagandists

This exposed the unjust treatment of the

government officials and the friars.

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During American Period
• popular culture that had a more liberal approach
• printing press, radio, television and film
• educational system that allowed access to natives
from all walks of life
• But all are to take the route of capitalism.
• Popular culture became tailored to what appealed
to the mass market, rather than for artistic
purposes.
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FOREIGN VS. LOCAL
As some products were introduced by
the Americans to the they used were
more advanced and some they were
taught to be essential and were
marketed to be more appealing and of
higher quality. Filipinos had a huge
margin of comparison and felt as
though the native products were
inferior.

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Therefore…

“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”
-Lumbera
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PHILIPPINE POPULAR
CULTURE
ROLE OF MEDIA
 w

Food for Though

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 Agenda-Setting Theory

IT can emphasize something that

may otherwise be overlooked
without the hype. A common
example of this theory is the text
formatting on newspapers.

“*The media influences people to

focus its attention on something
under a certain agenda”
- y Maxwell McCombs and Donald
Shaw

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Meanwhile in PH
“popular culture in 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”
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Meanwhile in PH

the quality of art forms have become of lesser quality in

order to cater to the consumers’ taste. Contents are now
produced for the sake of “what sells”.

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PH Media in the Advent of…

MEXICAN TELE-NOVELA ASIANOVELAS

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Social Media
Social media can be used to
empower its users. Several
media theories show that the
media’s main goal is the
proliferation of popular
culture while creating a
commercialized world.
Whoever holds the
economic power may
hold political power as
well.

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PHILIPPINE POPULAR
CULTURE
LESSON 6 A. UNDERSTANDING EXPERIENCE
ECONOMY
Commodity, Good, service

Why is Jollibee
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The Experience Economy

Experience
Service Economy

Good Economy

Agrarian Based
Economy Economy

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The unique/memorable the experience, the
higher is the fee
• “an experience occurs
when a company
intentionally uses services
as the stage, and goods as
props, to engage
individual customers in a
way that creates a
memorable event”.

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 Experience Economy and Philippine Popular Culture

# instagramable
#likable
#shareable

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 • his clever
marketing
transcends
the simple act
of going to
the theatre so
much more
extraordinary
and share-
worthy
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Olso in da Pelepens…

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 Onli in dza Pelepens

Eating street food may also be considered

an experience economy in itself

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PHILIPPINE POPULAR
CULTURE
LESSON 6 B. EXPLORING VARIOUS ASPECT OF
EXPERIENCE ECONOMY
A. Music (SOUL OF FILIPINO CULTURE)
• Singing has been a huge part of pop culture in the
Philippines since.
• The first karaoke machine called the Juke-8 was
invented by a Japanese named Daisuke Inoue in
1971.
• However, Roberto del Rosario, a Filipino inventor
holds its patent for inventing the Karaoke Sing-Along
system in 1975.
• karaoke sing-alongs have become an integral part in
celebrations. Fiestas, birthday parties and many
other special occasions are usually when Filipinos
bust out their singing skills a
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• Family KTVs welcome customers from all ages, where food is
served in big private rooms that can fit a group of family and
friends.
• Popular music in the Philippines primarily began due to the
influence of the Americans during the colonization era through
the introduction of music such as samba, foxtrot and jazz.
• the rise of new genres such as rock and roll and country music
which was enjoyed by the younger generation
• , a variety of movements emerged. The Organisasyon ng mga
Pilipinong Mang-aawit (OPM), was created to address the
needs of Filipino popular artists, along with many songwriting
competitions that encouraged songwriters to produce music in
their native language.
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 PHILIPPINE POPULAR
CULTURE
LESSON 7. CRITIQUES AND FISSURES IN THE CULTURES
OF POPULAR CULTURES
Post-colonialism and Popular Culture
• Philippine popular culture emerged from colonial influences as
it develops further to what we now know of.
• Thru media, commercial popular culture exported across other
Asian countries like movies such as “Hello, Love, Goodbye” in
Thailand, as Filipinos also love K Dramas and Thai movies.
• 20th century was a time when most East and Southeast Asian
countries were colonized by either the West or the Japanese.
• 1960s many east and southeast Asian nations had begun to
develop their own popular culture industries
• 1970s up to the 1990s brought about widespread cultural
liberalization and improvements in living standards.
• 1990s, media channels, urbanization, economic growth and
close interaction with other parts of the world allowed for the
flourishing
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• As a result of the Western influence, Asian cultural
forms and practices became “hybrids”
• East and southeast Asian popular culture has a
considerable impact on global popular culture.
Prominent examples include Japanese cartoons
(Pokemon, Hello Kitty), computer games (Super Mario
Bros., Dance Dance Revolution), horror movies (Ringu,
remade in the United States as The Ring), and Chinese
martial arts films (Hero, Crouching Tiger, Hidden
Dragon) and stars (Jet Li, Jackie Chan).
• Popular culture has also impacted politics. Popular
music has often been politically inflected: artists and
Youraudiences
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• entertainment and fashion hard-carries popular
culture more than politics. Celebrity gossip
occupies the pages of magazines, newspapers and
entertainment website
• “New media have become essential to the
production, circulation, and consumption of
popular culture
• Popular culture is increasingly participatory in
nature, as fans select idols via short message
system (SMS) voting, engage in spoofing and meme
formation, and join communities on Web forums
and social networking sites.
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PHILIPPINE POPULAR
CULTURE
LESSON 7. FEMINISM
FEMINISM
• Feminism has earned a negative connotation in popular
culture.
• Dials looks into the “concept of equity, with a goal of
reorganizing society on the basis of equality for the sexes in
all areas of social relations. Definitions rooted in equity focus
on the achievement of equality for women with men and the
development of opportunities for women’s expression and
self–fulfillment in all realms of life, without the constraints of
gender expectations. Feminists who embrace this definition
of feminism seek an equal share of the opportunities to
which men have access
• Feminism is “the struggle to end sexist oppression. She
explains that to be feminist in any authentic sense of the
term is to want for all people, female and male, liberation
from
Your sexist role patterns, domination and oppressio
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Importance
• feminism is an important lens because it “validates
values and experiences often associated with
women”. Feminism celebrates and honors
meaningful experiences that involve women.
• Filipino movies also empowered women through
characters such as Laida Magtalas in It Takes a Man
and a Woman and Bobbie Salazar in Four Sisters
and a wedding.
• Murphy observed a rise in sexual objectification
among women. The most common sexual
objectification is “revealing clothing or lack of
clothing”.
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