KPOP CONQUERS OPM: A TRANSCENDENTAL PHENOMENOLOGICAL

APPROACH TO THE K-POP CRAZE

Abstract

The cultivation of love of Filipino culture is high on the list of the Philippines’
education agenda. Promoting Filipino culture is highly encouraged by the Department of
Education to preserve both tangible and intangible Filipino culture. However, K-Pop
craze seems to threaten Senior High School students of Malay National High School in
cultivation of love for OPM in particular and country in general.

This study aims to understand the K-Pop craze among Senior High School
students of Malay National High School. Utilizing the transcendental phenomenological
approach, the study is anchored on the cultural-proximity theory and gratification theory
espoused respectively by Straubhaar (2007) and Blumler and Katz(1974).

Data sources include in-depth interview of the participants, utilization of symbolic

artworks, as well as written documents. The data will be analyzed using transcendental
phenomenology of Moustakas (1994).