MODULE WEEK NO.

Salay Community College

Salay, Misamis Oriental
Member: Association of Local Colleges and Universities (ALCU)
09177092134, salayscas@[Link]

College of Education
GE-Elective 1: Philippine Popular culture
1st Semester of A.Y. 2022-2023

Introduction

In this module you 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 setting. You must therefore explore this aspect of popular culture and
understand its advantage s & disadvantages.
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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

Applying : Online Editing/sharing on class

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

Discussion

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Framing the Popular Culture and

the Rise of Social Media

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
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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)

Popular Culture in the Philippines

[Link]

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.

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[Link]

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
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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."

The Theory of the Netizen and Democratisation of Media

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)

The Agenda-Setting Theory

viral [Link]
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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)

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:
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“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.

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.

Social media- is the heart of pop culture nowadays.

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[Link]

SOCIALIZATION
Socialization is everything

Socialization refers to the lifelong social experience by which people develop their human potential and learn
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the culture. It is only human b beings who need social experience to learn their culture and survive. It is through
social experience that humans develop their identities and personalities.
Through socialization people internalize and apply social norms in their daily lives. Also, socialization is critical
to the development of the mind and emotions. Socialization is relative: people who grew up in different cultures
are socialized differently.

Agents of socialization
-are those people that influence our self-concept, attitudes, behaviours, or other orientations towards life.
Agents of socializations are the family, the neighbourhood, religion, day-care school,, peer groups, and
workplace.
a. The Family
Is the first human beings we encounter, and therefore, the first agents of socialization that
shape our values, and how we view the world? Our experiences with our family have a lifetime
impact. The parents, most especially are the ones that shape how we should act and what the
expectations to us are.
b. The neighbourhood has impact of human’s development as well
c. Religion and values inculcated by the parents are also agents of socialization. Most children are taught
about the creator at such a young age, and they are taught how to pray
d. School and day-care are also agents of socialization
e. Peer groups where we are exposed at in school also play a significant role in the socialization.
f. For adults, the workplace is an agent of socialization, we learn, relearn, and unlearn skills, attitudes, and
values.
Despite the importance of heredity and gene in being human, it is a society that makes people “human”-how to
interact with other people is learned. People are not born with an intrinsic knowledge of themselves or others.
Instead, they develop reasoning skills, morality, personality, and a sense of self through social observation,
contact, and interaction. It is hard to be cut off from the people and environment where one is socialized. That
is why when people move from one place or life situation to another, the often have to undergo re-socialization
process- the process of learning new norms, values, attitudes and behaviours.

Two categories of socialization

1. Primary socialization-take place early in life, as a child and adolescent
2. Secondary socialization- refers to the socialization that takes place throughout one’s life, both as a child
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and as one encounters new groups that require additional socialization.

Most socialization is meant to turn us into conforming members of society. We do some things and not
others as a result of socialization. When we contemplate an action, we know the emotion (good or bad) that
would result; thus society sets up controls on our behaviour. Emotions depend on socialization within a
particular society. How we express our emotions depends on how we were socialized. In some cultures, people
are socialized not to show vulnerability- therefore, showing tears or crying is frowned. Therefore, individuals in
this particular society learn to express vulnerability in different ways.
What do you think is the role of mass media in socialization? Write your answers in a sheet of paper.

CONCLUSION

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 (social
media) commands economic, political, and social power in the Philippines.
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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

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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.

Assessment

Right after answering the following questions post it at the

Discussions forum provided. Post it as a thread to open a venue for
discussions & exchange of ideas. Please remember to be polite &
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courteous towards fellow learners. Deadline will be on . Good luck!

Reflection

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 @ [Link]

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

@[Link]
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