Philippine Popular Culture Evolution Quiz

Popular Culture in the Philippines & Its Evolution

• Early Forms of Popular Culture: Forms of popular theatre and literature such as "the pasyon, sinakulo, and korido ensured the acceptance and spread of Christianity, and the komedya and awit did the same for the monarchy."
• Colonial Influence: Popular culture was often created by colonial authorities to promote the interests of the Church and the State.
• Native Intelligentsia's Turn: Local intelligentsia used popular culture as a form of propaganda, turning it against the colonial regime.
• American Colonialism's Impact: The arrival of American colonialism brought about the proliferation of popular culture through media like newspapers, radio, television, and film.
• Local Intelligentsia's Concerns: Early on, the local intelligentsia expressed concerns about the commercialization and vulgarization of art, especially with the rise of mass media.

The Theory of the Netizen and Democratisation of Media

• Netizen: The term "netizen" is derived from "Net Citizen" and was coined by Michael Hauben in 1996. Netizens exist in the same virtual space called the internet, blurring geographical separation in reality.
• Empowerment of Netizens: The internet gives netizens the power to be reporters and sources of primary information.
• Discerning Information: Hauben cautions that the internet can also be a source of misinformation, urging netizens to be discerning.
• Demoticization of Media: Graeme Turner's book "The Demotic Turn (2010)" talks about the rise of opinionated news and the "infotainment" genre, often bending information to favor the general audience.

The Agenda-Setting Theory

• Agenda-Setting: The Agenda-Setting theory, developed by McCombs and Shaw, proposes that the media influences public attention, focusing on specific topics and events.
• Hyping the News: Media can make people think that something is happening, when it may not be, or prioritize certain subjects and topics to make an impression of importance.
• Infotainment's Rise: Infotainment is the trend of presenting news with entertainment value, satisfying the general public's demand for fast and engaging content.
• Cross-Promotion: Product advertisements are subtly integrated into various media platforms, from television shows to websites and even video games.

Socio-Political Aspects

• Economic Power and Political Power: Economic power often influences political power, and this dynamic is evident in the study of popular culture and media in the Philippines.
• Media's Dependence on Advertising: Media institutions heavily rely on advertising revenue, leading to a reliance on sponsorships and tailoring content to accommodate product endorsements.
• Monopoly of Information Sources: Limited sources of information, controlled by governments and businesses, influence the content and flow of information in media.
• Media's Political Influence: Media institutions can subtly manipulate their audiences through repetition, cross-promotion, and agenda-setting techniques.
• Democratization of Media: The rise of social media platforms, the internet, and citizen journalism breaks the monopoly of media conglomerates on information dissemination.
• Leveraging Social Media: Social media platforms empower the public to share their voices and perspectives, potentially challenging established media institutions.
• Potential Downsides: The democratization of media can lead to the use of netizens as sources of information, potentially creating new vulnerabilities.

Conclusion

• Popular Culture as Power: Popular culture plays a significant role in shaping political, economic, and social dynamics in the Philippines.
• Media's Commercialisation: Media in the Philippines often prioritize commercialization over artistic integrity, prioritizing profit and advertising over quality content.
• Monopoly and Manipulation: The monopoly of information sources and the power of media institutions can be used to manipulate public opinions.
• Potential for Democratization: The democratic nature of social media can empower the public, however, there are potential vulnerabilities and pitfalls associated with it.