Mass Media and Filipino Cultural Behavior

Culture

The way people think, feel, and act every day; shows likes, values, and self-expression.

Mass Media

Channels of communication (TV, radio, internet, film, newspapers, etc.) that reach large audiences and promote trends, ideas, and entertainment.

Popular Culture

Shared cultural trends and experiences shaped by mass media, such as music, movies, viral content, and fashion.

Production of Cultural Content

Creation of TV shows, films, ads, music videos, and other media that influence people’s lifestyle and culture.

Promotion & Hype Creation

Media’s role in making celebrities, brands, and events popular through publicity and exposure.

Cultural Unification

Media’s ability to create shared cultural references across groups, like TikTok trends or blockbuster movies.

Celebrity Culture

Transformation of entertainers, athletes, influencers, and even ordinary people into icons through media exposure.

Branding (Celebrities)

The media-crafted image or story that makes people support and relate to a celebrity (e.g., Sarah Geronimo as “Popstar Royalty”).

Globalization in Media

The spread of cultural products (films, K-pop, anime, BL series, etc.) across borders, influencing local culture.

Media in the Philippines (TV)

Local networks like GMA, ABS-CBN, and TV5 offering news, teleseryes, and entertainment programs.

Media in the Philippines (Radio)

Audio-based platforms like Barangay LS 97.1 and Love Radio that feature music, advice, and entertainment.

Media in the Philippines (Print)

Written media such as the Philippine Daily Inquirer, Pilipino Star Ngayon, and YES! Magazine.

Media in the Philippines (Film)

Cinematic platforms like MMFF and Cinemalaya that showcase Filipino films and stories.

Cultural Studies Theory

Framework for analyzing media and films to reveal deeper meanings about values, power, and identities.

Media as an Ideological Tool

Media spreads values and beliefs to support social hierarchies (e.g., wealth = success, patriarchy as “normal”).

Representation & Stereotypes

How social groups (e.g., LGBTQ+, poor, provincial people) are portrayed, which shapes real-world attitudes.

Encoding/Decoding (Stuart Hall)

Media producers “encode” messages, but audiences “decode” differently depending on background (dominant, negotiated, oppositional).

Media Ownership & Political Economy

Analysis of who controls media and how corporate interests influence content (e.g., Disney promoting consumerism).

Subcultures & Counter-Hegemony

Media (like indie films) that challenge mainstream narratives and give voice to marginalized groups.

Media Imperialism

Western media dominating global culture, influencing local traditions while mixing with local stories.

Interpellation (Althusser)

Process where media “calls out” people, shaping their identity and roles in society.

Representation Theory (Stuart Hall)

Idea that media doesn’t just reflect reality but constructs meaning through images and stories.

Philippine Peace Studies

Field that studies causes of conflict and promotes justice, peace, and harmony through media and education.

Peace Journalism

Reporting that shows causes of conflict and peace efforts, not just violence.

Conflict Journalism

Media focus on violence and villains, which often increases fear and division.

Cultural Violence in Media

Stereotypical portrayals like “poor = criminals” or “soldiers = heroes,” which reinforce inequality.

Youth & Violence in Media

Young people become desensitized to violence due to repeated exposure in shows, films, or games.