Ateneo de Davao University

Philippine Popular Culture

Name: LOIDA ERIKA PAZ BICO

Class Code: 16-736

WORKSHEET 1:
Understanding Rolando Tolentino’s Article,
“Ang Kultura at Popular sa Kulturang Popular sa Espasyo ng Neoliberalismo”

OBJECTIVES OF THIS ACTIVITY

By the end of this activity, the students are expected to:
1. Value independent learning. Read at your own pace. Utilize research skills.
2. Develop reading and comprehension skills.
3. Know the key concepts of Popular Culture in the context of capitalist and consumerist
culture.
4. Develop awareness of ethical, moral, and just lifestyle and consumer choices.
5. Exercise honesty and integrity in answering this worksheet.

INSTRUCTIONS
1. Read Rolando Tolentino’s Article, “Ang Kultura at Popular sa Kulturang Popular sa
Espasyo ng Neoliberalismo”
2. Read and understand the Lecture about the article through a PowerPoint Presentation.
3. Answer the questions below. For this Worksheet, answers can be written in English or
Tagalog.
4. Minimum of one (1) sentence and maximum of three (3) sentences per item.
5. You can adjust the spacing of this worksheet.

____________________________________________________________________________

PART I

I. There are two characters involved in Popular Culture in the context of consumerism.
These are the capitalists and the consumers. Describe each of them briefly. One
sentence each.
1. CAPITALISTS (1pt):
 Capitalists are individuals who own private institutions whose primary goals
are to earn profit.

2. CONSUMERS (1pt):
 Consumers can simply refer to buyers or individuals and organizations that
purchase products and services.
II. List at least five products which are part of Popular Culture. 1 point each.
Example: Cinema Ticket at 300pesos, Plane Ticket to Batanes, Coca-Cola

3. iPhone

4. Starbucks coffee

5. Adidas slides

6. Milktea

7. Crop tops

III. List at least three strategies of the capitalists to encourage more consumers to
patronize their products. Answers must be based on the article. Use your own
personal experiences as examples to clarify your point. 1 point for each strategy and
two points for examples.

Strategies of the Capitalists Explanation – Personal Example

Example: Since I cannot buy Starbucks coffee, I

For the masses to be able to afford their bought Nescafe and turned it into a Dalgona
products, they create cheaper versions of a coffee.
product. Capitalists continue to gain profit in
any walks of life.

8. Capitalists will devise strategies to make it These pleasant words do not simply influence
appear as if the goods and services they sell are me. My friend, on the other hand, bought
the most recent trend in town. As a result, even if it AirPods simply because half of his class has
is costly, everyone will buy it. them.

9. Some capitalists blatantly promote things that I've never bought a product with a high-end
are exorbitantly priced, clearly aimed at the reputation. However, I know a very wealthy
wealthy. As a result, these items have become individual who proudly displayed his new sports
status symbols rather than functional items. automobile.

10. Capitalists would produce advertising or other I already own an Iphone that works quite well,
promotional strategies to entice people to buy their despite the fact that it is not the most recent
products even if they do not require them. model. Despite this, after seeing many
marketing films for the current iPhone model, I
urged my mother to purchase it for me.
IV. Define the term “Ritwalisasyon ng Pagdanas” (Ritualization of Experience) according to
Tolentino. Briefly explain this concept using your own words. 2 pts.

11 - 12.

Consumers' experiences with popular culture will constantly leave them unsatisfied
and restless, wanting for more, according to the concept of ritualization of
experience. When their cravings are unsatisfied, they will seek for ways to satisfy
them, oblivious to the fact that they are repeating the same process over and over
again.

V. According to the article, despite the ethical issues of the capitalist system, consumers
continue to buy, experience, and consume goods, products and services. List at least 4 reasons
for the consumers why they continue to aim to have the product they are offered. (Do not
confuse this with Item III. Item III asks the strategies of the capitalists. This item, Item V, asks
the reasons of the consumers for consumption.) Base your answers on the article but you have
to rephrase and use your own words in explaining your point. Use personal examples to clarify
your point. 2 points for each item.

Reasons of Consumers My Personal Example - Explanation

for Patronage

Example: Consumers want to be cool I bought 3 Frappe for my insta account. I need to update daily
and follow the trend. Killjoy ang laos. for my followers.

13. Consumers work hard in order to I put in a lot of effort to save money in order to get an Art
purchase a thing, and as a result, material. When I eventually bought it, I was overjoyed.
they either despise or adore
themselves. As a result, they believe
it is only fair that they purchase that
thing as a reward for their efforts.

14. Consumers believe there is I heard that Benefit, a well-known cosmetics company, tests
nothing wrong with occasionally its products on animals. Despite this, I purchased a brow
purchasing these capitalists' items. pencil from the brand when my sister requested one as a gift.
Because Benefit is a brand that is hard to come by in the
 Philippines, I decided it was acceptable for me to purchase a
product from them because it is not every day that you can
purchase a product from such a company.

15. Consumers associate things with Last summer, I rewatched all of my favorite Disney films
childhood memories. because I was feeling nostalgic for some reason.

16. If a product brings a consumer After reading an article claiming that frozen fries are
pleasure, he or she will continue to extremely unhealthy, I went out the next day and purchased
buy it even if it has negative gigantic fries from Jollibee.
consequences.

PART II

INSTRUCTION: Recall all the products (or brands) that you have used or have been using as
you go through life. Fill the boxes below with pictures of these products. You can adjust the
sizes of the boxes according to your preference.

Age Products or Brands

00 – 02 years old

03 – 08 years old
09 – 11 years old

12 – 16 years old
17 – Early 20s

PART III

REFLECTION TIME

I. The article states that in the context of Popular Culture, most people buy products
because they mistakenly think of a want for a need, material things for self-fulfillment
and reward, etc. List at least three ways in which you have participated in consumerism
in Popular culture. You may provide instances or real-life examples or situations you
have witnessed. Do not repeat the personal examples you have mentioned in previous
pages.
1. I enjoy stationery and making my notes appear "aesthetic." As a result, whenever I come
across a cute or cool-looking stationery, I can't help but buy it, even though I already have
enough stationery to last me for years.

2. I am a major fan of the KathNiel. I would always make it a point to see every single one of
them twice in cinemas.

3. When I was in junior high school, I was fascinated with Wattpad, and I would buy any
book they released, no matter how pointless or expensive it was.

II. You have been made aware by the article about how people think, act, feel and make the
meaning of their existence in the face of the Popular in the capitalist-consumerist culture. List
five ways in which you can live a better, ethical, just consumer.

4. Make it a practice to remind yourself of your blessings on a daily basis. Not everyone is
lucky enough to enjoy the same things you are right now, and that is reason enough to be
content with what you have.

5. Whenever you are choosing to buy something or when a product catches your eye, ask
yourself, “do I need this?” over and over again - not just once or twice.

6. Even if you don't think you'll be easily convinced, avoid viewing advertising.

7. When shopping for necessities like groceries, make a list of what you need and only bring
enough money to purchase those items.

8. Consider donating or giving away some of your belongings. Perhaps you will feel lighter
and your heart will warm as a result of doing so. You'll also discover that shopping isn't the only
thing that can bring you joy.