PHILIPPINE POPULAR CULTURE MODULE FORPRELIM

PIMSAT COLLEGES
DAGUPAN CITY & SAN CARLOS CITY CAMPUS
College Of International Hospitality
Management
EXCELLENCE HOSPITALITY PROFESSIONALISM INTEGRITY LEADERSHIP

ACCREDITED LEVEL 1 BY PHILIPPINE ASSOCIATION OF COLLEGES

AND UNIVERSITIES COMMISSION ON ACCREDITATION

MODULE: PRELIM PERIOD

PHILIPPINE POPULAR CULTURE
1ST SEMESTER ACADEMIC YEAR 2024 - 2025
1ST YEAR: BS HOSPITALITY MANAGEMENT

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LEARNING OBJECTIVES:
After this lesson, you should be able to:
 Define the meaning of culture and popular culture.
 Identify the different elements of culture.
 Classify the different layers of culture
 Differentiate ethnocentrism from cultural relativism.
 Describe the Filipino culture
LEARNING CONTENT:
INTRODUCTION:
The term popular culture refers to the pattern of cultural experiences and attitudes that exist in mainstream
society. Popular culture events might include a parade, a baseball game, or the season finale of a
television show. Rock and pop music— “pop” is short for “popular”—are part of popular culture. Popular
culture is often expressed and spread via commercial media such as radio, television, movies, the
music industry, publishers, and corporate-run websites. You will know more about Philippine popular
culture in the upcoming lessons.
LESSON 1: MEANING AND ELEMENTS OF CULTURE
What is Culture?
The word "culture" was derived from a Latin term, "colere" which means to tend to the earth and
grow, or cultivation and nurture. It is the characteristics and knowledge of a particular group of people,
encompassing language, religion, cuisine, social habits, music and arts. It encompasses what we wear, our
language, what we believe is right or wrong, how we sit at the table, how we greet visitors, how we behave
with loved ones, and a million other things.
Elements of Culture
● SYMBOLS.
A symbol is anything that is used to stand for something else. People who share a culture often
attach a specific meaning to an object gesture, sound, or image.
For example, a cross is a significant symbol to Christians. It is not simply two pieces of wood
attached to each other. To Christians, it represents the
basisof their entire religion, and they have great reverence for the symbol.
Another example is Mano or Pagmamano.
● LANGUAGE.

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It is a system of words and symbols used to communicate with other people. This includes full
languages as we usually think of them, such as English, Tagalog, etc. But it also includes body language,
slang, and common phrases that are unique to certain groups of people.
●VALUES
It is the culture’s standard for discerning what is good and just
insociety. Values are deeply embedded and critical for transmitting and teaching a culture’s beliefs. It helps
shape a society by suggesting what is good and bad, beautiful and ugly, sought or avoided.
The term bahala na, which can be translated to whatever happens, happens, is one of the more
familiar phrases used in the country and is perhaps the most representative of how Filipinos value
adaptability and quick thinking. It exemplifies one’s belief in a higher power and submitting one’s fate to
elements that cannot be controlled.
● NORMS.
Cultures differ widely in their norms, or standards and expectations for behaving. Norms are often
divided into two types, formal norms, and informal norms.
Formal norms, also called mores and laws, refer to the standards of behavior considered the most
important in any society. Informal norms,
alsocalled folkways and customs, refer to standards of behavior that areconsidered less important
but still influence how we behave.
LESSON 2: LAYERS OF CULTURE
 The national level: associated with the nation as a whole.
 The regional level: associated with ethnic, linguistic, or religious differences that exist within a
nation.
 The gender level: associated with gender differences. (Female vs. Male)
 The generation level: associated with the differences between grandparents and parents, parents
and children.
 The social class level: associated with educational opportunities and differences in occupation.
 The corporate level: associated with the particular culture of an organization. Applicable to those
who are employed.
LESSON 3: ETHNOCENTRISM vs. CULTURAL RELATIVISM
During the early days of contact between different cultures, ethnocentrism was the norm.
Ethnocentrism is the idea that one's own culture is the main standard by which other cultures may be
measured. An ethnocentric is concerned with how similar others' cultural practices, symbols, and beliefs
are to their own.
For instance, Ethan is an ethnocentrist; he considers others' beliefs and practices to be savage or
corrupt, or he is often confused by other people's cultures. Very often, people that are ethnocentric don't
know they are using their culture to judge another's. The culture of an ethnocentric person is considered
the 'normal' way that things are done, just as Ethan believes.

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A competing idea, cultural relativism is the belief that the culture of people serves particular needs
and must be looked at in terms of the world the people inhabit. This is often the perspective of social
scientists who work with people and is the result of the work of anthropologist Franz Boas.
For instance, Casey is a cultural relativist; she prefers to look at other cultures in terms of what
their practices bring to them. She believes that if a tribe paints their faces for religious ceremonies, there
must be a good reason why they do that. Is there a practical reason for it, or is it symbolic? If symbolic,
where do the symbols come from? These questions allow a closer examination of the practices of others
than ethnocentrism. This doesn't imply that a relativist, like Casey, doesn't have
strong beliefs of her own. Rather, other cultures are simply not judged with reference to one's own culture.
Again, this often has to be trained into people.
LESSON 4: POPULAR CULTURE
What is Popular Culture?
It is also called mass culture and pop culture, is a set of the practices, beliefs and objects that are
dominant or ubiquitous in a society at a given point in time. Heavily influenced in modern times by mass
media, this collection of ideas permeates the everyday lives of people in a given society.
The culture of the Philippines comprises a blend of traditional Filipino and Spanish Catholic
traditions, with influences from America and other parts of Asia. The Filipinos are family oriented and often
religious with an appreciation for art, fashion, music and food.
 Filipinos are very resilient. In times of calamities and catastrophes, Filipinos always manage to rise
above the challenge. Instead of wallowing, they manage to pick themselves up and smile.
 Filipinos take pride in their families. In the Philippines, it is family first. So whether you are part of
the immediate family or you belong to the fourth generation, you are treated as a family member.
Sometimes, even the closest of friends are considered family, too.
 Filipinos are very religious. In all corners of a Filipino house, you can find
brazen images of crosses and other religious paraphernalia. They go tochurch every Sunday, or
sometimes even twice or three times a week.
 Filipinos are very respectful. From the moment they are born into this world,
they are already taught how to be respectful by using these simple catch phrases—
po and opo, words that end sentences when addressing elders.
 Filipinos help one another. More popularly knownas bayanihan, Filipinos help one another—
without expecting anything in return—so that undertaking their tasks and responsibilities become
much easier. Sometimes this is called “community spirit.”
 Filipinos value traditions and culture. For Filipinos, traditions in their home and in their family are
important. They usually set aside a specific day for
certain celebration like festivals, birthday parties, reunions, etc. And of course, every gathering is
dedicated to keeping up with each other over sumptuous food.
 Filipinos have the longest Christmas celebrations. Even as early as August, you can hear
Christmas songs and jingles being played in the malls or in the restaurants in the Philippines. The
mood becomes festive, with many people shopping and in good spirits. Christmas celebrations last
until around the first or second week of January.
 F i l i p i n o s l o v e t o e a t . A s i d e f r o m b r e
a k f a s t , l u n c h , a n d dinner, Filipinos manage to squeeze in a

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little meal in between, too. Whether they eat every hour or every three hours, they savour every
bite.

 Filipinos love to sing. T h i s i s t h e r e a s o n w h y k a r a o k e h a s b e c o m e s

o prevalent. As part of their recreation, Filipinos spend some quality time with their families or
friends singing or belting out new and old songs.

 Filipinos love art and architecture. Filipinos have a penchant for bringing art and architecture to a
whole new level. They love to design creatively, to think intuitively, and have a passion for anything
different and unique.

Other Filipino Culture

● Filipino Family Values

The family is the center of the social structure and includes the nuclear family,
aunts, uncles, grandparents, cousins and honorary relations such as godparents, sponsors, and close
family friends. People get strength and stability from their family. As such, many children have several
godparents.

● Filipino Concept of Shame

Hiya is shame and is a motivating factor behind behavior. It is a sense of social propriety and conforming to
societal norms of behavior. Filipinos believe they must live up to the accepted standards of behavior and if
they fail to do so they bring shame not only upon themselves, but also upon their family.

● Etiquette and Customs

Initial greetings are formal and follow a set protocol of greeting the eldest or most important person first. We
use academic, professional, or honoritic titles and the person's surname until we are invited to use their first
name, or even more frequently, their nickname.

● If you are invited to a Filipino's house:

The best time to arrive is 15 to 30 minutes later if they are invited on a large party. Dress well. Appearances
matter and you will be judged on how you dress. Compliment the hostess on the house.

Elements of popular culture

Popular culture is anything but homogeneous .
Its elements vary according to the place of enunciation and especially the (increasingly hybrid) forms of
connection that you want to explore.
For example, in a country with an official Catholic culture, it is possible to find a popular culture that
vindicates pagan traditions and exerts resistance.
Another type of popular culture in a Catholic setting can be exploring traditional forms of Catholicism and
giving the aesthetics of said religion its own tone, its own and local form of cultural exercise.
A perfect example of this is the Caribbean Catholic saints, under which the gods of the Yoruba religion hide
in a process of syncretism that began in colonial times.

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Types of popular culture

Broadly speaking, we can talk about:
 Folklore or traditional popular culture. It is the accumulation of traditions and celebrations that
accompanies a people or a nation throughout its history. In it there are usually reminiscences of
their ancestors and their founding rites that are preserved through practice to this day.
 Mass popular culture. That typical of the large media and mass communication channels. They
propose their own language and create a sense of community around informational consumption or
leisure culture, as happens for example with cable television or streaming . It is often accused of
being an imperialistic and homogenizing form of cultural consumption.
 Popular culture 2.0 or Cyberculture. It is about the culture of frequent Internet users , whose
forums, social networks and other exchange platforms generate social, cultural and even political
practices. They also connect with fundamental ideas of nationality, tradition and propose new ways
to express it.
 Urban culture. That which is typical of street expression in cities , involving practices and scenarios
typical of the city and its inhabitants.
Why is popular culture important?
 Popular culture is a vital element in the sociological study of populations or
communities . In it the wishes, dreams, fantasies and codes of
the population are expressed , usually in their freest and "pure" form (if it can be
spoken in these terms).
 This freedom is due to the fact that it is not subject to institutions or to the control
of a specific “official” tradition. That is why popular culture can change freely
and adapt to the feeling of the times , as a kind of mirror of the minds of its
practitioners.

The Evolution of Popular Culture in the Philippines: A Look Back at the Decades
Popular culture in the Philippines has undergone significant changes over the years.
From traditional folk tales and songs to modernized music and fashion trends, the
evolution of popular culture in the Philippines has been a reflection of the country’s rich
history, diverse traditions, and societal changes.

Evolution of Popular Culture in the 1950s-1960s

The 1950s and 1960s saw the emergence of rock and roll and other Western influences
in popular culture in the Philippines. This era also marked the birth of the “star system”
in Filipino entertainment, with the popularity of actors and actresses skyrocketing.
Moreover, the period saw the rise of local music, particularly “kundiman,” a form of
romantic ballad that became the staple of Philippine music.

Evolution of Popular Culture in the 1970s-1980s

The 1970s and 1980s saw the rise of a new wave of pop culture in the Philippines.
Disco, new wave, and punk rock were some of the popular music genres during this
time. The era also saw the birth of Philippine cinema’s “second golden age” with the rise

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of independent filmmakers like Ishmael Bernal and Lino Brocka. The women’s
movement and people power revolution also influenced popular culture during this
period.

Evolution of Popular Culture in the 1990s-2000s

The 1990s and 2000s marked the globalization of popular culture in the Philippines. Boy
bands, girl groups, and other forms of Western music dominated the Philippine music
scene. Moreover, cable television paved the way for international television shows and
movies to reach Philippine audiences. Filipino entertainment also witnessed the rise of
“loveteams” and teleseryes (soap operas) led by phenomenal stars like Alden Richards
and Maine Mendoza, KathNiel (Kathryn Bernardo and Daniel Padilla), and LizQuen
(Liza Soberano and Enrique Gil).

Evolution of Popular Culture in the 2010s-2020s

The 2010s and 2020s saw the rise of digital technology in popular culture in the
Philippines. Social media has become a platform for Philippine artists to showcase their
talents, gain followers, and reach a wider audience. The influence of Western music
remains, but there has been a resurgence of OPM (Original Pilipino Music) with artists
like Ben&Ben, Moira Dela Torre, and IV of Spades topping the charts. Filipino artists
have also earned recognition in the global entertainment industry, such as the
international success of the K-pop group BTS.

Conclusion
The evolution of popular culture in the Philippines has been an exciting journey that
reflects the country’s rich history and diverse traditions. From traditional folk tales to
social media trends, popular culture has constantly evolved and adapted to changes in
Philippine society. As we move forward, the future of Philippine popular culture will
continue to be shaped by global influences and the creativity of Filipino artists.

Role of Filipinos in the Cyclic Process of Construction, Deconstruction, and

Reconstruction of Philippine Pop Culture

Filipinos play a crucial role in the cyclic process of construction, deconstruction, and
reconstruction of Philippine pop culture. This process involves the creation, critique, and
evolution of cultural elements such as music, fashion, language, and traditions. Filipinos
contribute to this process through:

 Construction: Filipinos actively create and innovate cultural expressions,

blending traditional and modern influences to produce new forms of art, music,
and entertainment.
 Deconstruction: They critically analyze existing cultural norms and practices,
deconstructing outdated or problematic elements to pave the way for change and
progress.
 Reconstruction: Filipinos engage in the reconstruction of pop culture by
revitalizing and reinterpreting traditional practices, integrating global influences,
and promoting inclusivity and diversity.

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This cyclic process reflects the dynamic nature of Philippine pop culture, shaped by the
active participation and creative input of Filipinos across different generations and social
groups.

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