Philippine Popular Culture

Midterm

Mass media

It refers to the channels of communication that reach large, dispersed audiences, such as television, radio, newspapers, magazines, film, and the internet.

Production of Cultural Content

Mass media produce cultural content such as TV shows, music videos, movies, and advertisements.

Promotion and Hype Creation

Mass media promote and create publicity around celebrities, trends, brands, and events through various media platforms.

Cultural Unification

Mass media offer shared cultural references across diverse groups, like viral TikTok trends or global blockbusters such as Avengers.

Celebrity Culture

Mass media transforms entertainers, athletes, influencers, and even ordinary people into pop icons through constant exposure.

Example - Celebrity Culture

Maine Mendoza’s viral videos garnered attention online, but it was TV shows, interviews, and endorsements that made her a successful pop culture icon.

Branding

Media builds a public image or story that audiences follow and support.

Example - Branding

Sarah Geronimo’s brand is built on being a hardworking, humble, and talented “Popstar Royalty.“ Through her music, TV shows, and social media, she shares a story of perseverance and positivity that resonates with many Filipinos.

Cultural globalization

• As films, television, music, and print spread ideas and lifestyles across borders.

• These forms of media create shared cultural experiences and influence how people view identity, values and aspirations.

Television

It focuses on scheduled broadcasts, national programming, and legacy TV networks.

Radio

It emphasizes audio-based media that is relevant, especially in remote or rural areas.

Print Media

It focuses on written and printed news, opinions and magazines.

The Film

It focuses on storytelling via traditional and festival platforms to emphasize cinematic art and culture.

Cultural Studies Theory

• It is framework for analyzing media and films by looking beyond their surface meanings.

• It enables us to understand how media shapes and reflects society’s values, power, and identities.

• It examines who creates these meanings and how individuals interpret them within social and political contexts.

Media as an Ideological Tool

• Cultural studies focus on media as a powerful force that spreads values and beliefs to maintain social hierarchies.

• Example:
  Films that glorify wealth and blame individuals for poverty reinforce class inequality. The media often supports patriarchy, capitalism, or racial privilege by portraying them as normal and unquestioned.

Representation and Stereotypes

• The Media shows how different social groups are portrayed, especially marginalized ones. It examines who appears, what roles they have, and how these portrayals affect real-world attitudes.

• Example:
  LGBTQ+ characters are often shown with stereotypes, like being comic or overly emotional, instead of a real, clear representation. This is called “queer coding.”

Encoding/Decoding (Stuart Hall)

• Media producers shape (“encode”) messages, but the audience perceives (“decode”) them differently based on their background.

• Example:
  A patriotic government film may be accepted by some viewer questioned by others, and rejected by those who oppose the government.

Dominant Reading

It occurs when the audience fully accepts the intended message of the media.

Negotiated Reading

It means that the audience agrees with some part of the message, but questions or resists some aspects.

Oppositional Reading

It occurs when the audience rejects the intended message completely.

Media Ownership and Political Economy

• Cultural Studies looks at who owns and controls the media. It ask why some stories are told and how large companies affect culture.

• Example:
  Disney promotes consumerism and American culture worldwide through its media control.

Subcultures and Counter-Hegemony

• Independent films often challenge mainstream stories and give voice to groups that are usually ignored.

• Example:
  The Filipino film T’yanak uses indigenous folklore to challenge dominant cultural stories and uplift marginalized traditions.

Globalization and Media Imperialism

• Cultural Studies examines the role of Western media in influencing global culture, a process called ‘media imperialism.”

• Example:
  Local media often mix global influences with local stories, like Filipino teleseryes combining Hollywood styles with Filipino culture. This shapes how youth worldwide experience media.

Philippine Peace Studies

It is an interdisciplinary field that examines the root causes of conflict and promotes justice, harmony, and sustainable peace in society.