Popular Culture:: Definitions, Contexts, and Theories

Unit 1.
Popular Culture: definitions, contexts, theories | 1

Name & Class: _______________________________________________________________
1
UNIT
POPULAR CULTURE:
definitions, contexts, and theories
Image from: https://www.youtube.com/watch?v=ahpmuikko3U

At kung hanggang dito lang talaga tayo
Hindi pababayaan ang daang tinahak na kapiling ka
At kung umabot tayo hanggang dulo
Kapit lang ng mahigpit
Aabutin natin ang mga tala
-Excerpt from the lyrics of the song Tala by Sarah Geronimo
Tala is the lead single from the album The Great Unknown by Sarah Geronimo who is
popularly known as the Philippines’ Pop Princess. The song was first released in 2015 but
became viral online through the #TalaDanceChallenge in 2019 and listed as one of the best
Original Pilipino Songs (OPM) of the decade by CNN Philippines. Tala’s pivot to popularity
with about 200 million views on YouTube, and counting, is significant in the discussion of the
production and consumption of Philippine popular culture.
This Unit touches on the definitions and meanings of popular culture, including other
relevant conceptual categories and theories that are helpful in the study of popular culture.
Specifically, Unit 1 introduces students to:
• Pop culture and its definitions, meanings, and theories;
• Other conceptual categories: high culture, dominant culture, folk culture, etc.
• Relationship between pop culture, ideology, and hegemony; and
• Theories around the study of pop culture: gender, postmodernism, etc.
PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Unit 1. Popular Culture: definitions, contexts, theories | 2
Name & Class: _______________________________________________________________
PRETEST
Direction. This pretest measures your prior knowledge of the definitions, meanings, related
concepts, and theories of popular culture. Read each question and circle the letter of the
correct answer.
1. Culture influences the way we view the world.

A. Franz Boas C. Edward Sapir
B. Margaret Mead D. Ruth Benedict
2. What definition of pop culture best describes FPJ Ang Probinsyano as one of the most popular
TV series on Philippine television in the recent times.
A. localized folk culture becoming widespread C. as a site for struggle
B. diffusion of folk culture in mainstream culture D. widely favored culture
3. Our thought patterns are influenced by the language of our culture.
A. Franz Boas C. Margaret Mead
B. Edward Sapir D. Ruth Benedict
4. What is meant by “pop culture as folk culture”?
A. originates from the people C. culture that is left over
B. emerged after urbanization era D. an inferior culture
5. Which semiotic approach best supports why Darna (first appeared in Pilipino Komiks in 1950)
remains appealing to modern-day audience?
A. representation C. textuality
B. mythology theory D. moral panic theory
6. When a dominant social group seeks to win the consent of subordinate groups in the society
through the process of intellectual and moral leadership
A. ideology C. culture
B. postmodernism D. hegemony
7. opera and classical music are examples of
A. high culture B. folk culture C. low culture D. pop culture
8. conceals the reality of domination from those in power
A. professional ideology C. capitalist ideology
B. ideology of the Labor Party D. Ideology as a material practice
9. Using the moral panic theory as framework, which of the following titles would you propose
for a research topic?
A. In the Name of Power: Capitalist Dominance in Philippine Pop Culture
B. Yes, I Do: Marriage Representation in Filipino Teleseryes
C. P***** I**: The Threats of Social Media Rants to Filipino Values
D. Bring Home the Crown: The Spectacle of Beauty Pageants and the Filipino Fans
10. viewed pop culture as a commodity culture that is produced and sold in the market
A. Propaganda theory C. Feminism and Postfeminism
B. postmodernism D. The Frankfurt School
11. Which statement about pop culture is false?
A. widely favored by many people C. inferior kinds of work
B. traditional and customary D. intended for the masses
12. implies that we do not perceive the meaning of something in an absolute way, but in
differential ways
A. opposition B. mythology C. representation D. textuality
13. the spectacles recycle ancient mythic themes in modern day guise.

Name & Class: _______________________________________________________________
14. If you were to analyze the production and commodification of gender in Philippine noontime
shows (e.g. It’s Showtime and Eat Bulaga), which critical theory would be most
appropriate to use as framework?
A. propaganda theory C. Feminism
B. Marxist theory D. postmodernism
15. process of depicting or recounting something through special interpretation
A. opposition C. representation
B. mythology D. textuality
16. how texts are constructed and how they generate meaning
17. What definition of pop culture best describes the rise of Netflix to global popularity?
A. as an inferior culture
B. diffusion of folk culture in the mainstream culture
C. as site for capitalist leadership
D. as culture that blurs the line between high and low culture
18. Which statement about pop culture is false?
A. widely favored by many people C. inferior kinds of work
B. traditional and customary D. intended for the masses
19. If you were to create a research title framed within the context of a Marxist perspective,
which of the following would you consider?
B. Yes, I Do: Marriage Representation in Filipino Teleseryes
D. Bring Home the Crown: The Spectacle of Beauty Pageants and the Filipino Fans
20. grounded on the “notion that the human psyche is embedded in a basic opposition (the sacred
and the profane)
A. carnival theory C. moral panic theory
B. mythology theory D. Postmodernism
END
“Isa pa, pwede nga ring yung TV talaga ang may sumpa. Dahil ang TV, para ring drugs,
pero ligal. Isipin mo, bakit isa ito sa mga unang-unang pinupundar ng mga Pilipino kahit
gaano sila kahirap? Kasi malaking tulong ang telebisyon para lumimot.
Para tumakas sa realidad.”
― Bob Ong, Lumayo Ka Nga Sa Akin

Name & Class: _______________________________________________________________
Lesson 1
Definition of Popular Culture
LEARNING OUTCOMES
At the end of a 6-hour lesson, you must have:

a. defined the terms “culture” and “popular” and framed these concepts into the context
of popular culture.
b. distinguished popular culture from other conceptual categories (e.g., high culture,
dominant culture, working-class culture, etc.), including ideology and hegemony; and
c. constructed their own meaning of the term.
A. Meanings and Other Conceptual Categories (3 hrs)
INTRODUCTION
In his book Cultural Studies and Popular Culture, John Storey stressed that the study of
popular culture requires an in-depth look at the complexities of the term itself. He suggests that to
understand the concept, it is necessary to define first the terms culture and popular.
Among the helpful definitions of culture
presented in Marcel Danesi’s (2019, p. 16) book
Popular Culture include the meanings offered by the
American anthropologist Franz Boas (1858-1942) who
viewed culture as a powerful tool which “shapes”
people’s perception of the world around us; foremost
American linguist and anthropologist Edward Sapir
(1884-1942) who viewed that the “language of a
culture shaped the thought patterns” of its speakers;
American cultural anthropologist Margaret Mead
(1901-1978) who considered “child-rearing practices”
as an influencing factor in shaping a person’s behavior;
and American anthropologist and folklorist Ruth
Benedict who argued that the way we viewed ourselves
and the world was largely influenced by the “canons Image source: http://joyreactor.com/tag/Pop+Culture
and morality” imbedded in our own culture.
Meanwhile, Raymond Williams (1983), as cited in Storey (2016, p.5) defined the term
popular as “(a) well-liked by many people; (b)inferior kinds of work; (c) work deliberately setting
out to win favor with the people; and (d) culture actually made by the people by the people for
themselves.”
In the next parts of the lesson, we will further engage with the terms popular and culture
in the context of popular culture.

Name & Class: _______________________________________________________________
ENGAGEMENT
Now let’s connect the terms culture and popular into the context of popular culture.
Read the text below and accomplish the task in the analysis part of the lesson.
Task 1.1. Textual Engagement
“An obvious starting point in any attempt to define culture is to say that popular
culture is simply culture that is widely favored or well-liked by many people […] A second
way of defining popular culture is to suggest that it is the culture that is left over after we
have decided what is high culture. In other words, it is a definition of popular culture as
inferior culture […] A third way of defining popular culture is as ‘mass culture’. The first
point that those who refer to popular culture as mass culture want to establish is that
popular culture is a hopelessly commercial culture. It is mass-produced for mass
consumption […] A fourth definition contents that popular culture is the culture that
originates from the people. This is popular culture as folk culture: a culture of the people
for the people […] A fifth definition of pop culture, then, is one that draws on the political
analysis of the Italian Marxist Antonio Gramsci, particularly on his development of the
concept of hegemony or the way in which dominant groups in society, through the process
of intellectual and moral leadership, seek to win the consent of subordinate groups in the
society” […] A sixth definition of popular culture is one informed by recent thinking
around debate on postmodernism. The main point to insist on here is the claim that
postmodern culture is a culture that no longer recognizes the distinction between high and
popular culture […] Finally, what all these definitions have in common is the insistence
that whatever popular culture is, it is definitely a culture that only emerged following
industrialization and urbanization.”
John Storey (2018, pp. 5-12), Cultural Theory and Popular Culture
EXPLORATION
Task 1.2. Exploring Meanings
Identify which definition of popular culture best supports or explains each of the
following statements.
(A) widely favored culture or well-liked by many people
(B) low culture or inferior culture
(C) commercial culture or mass-produced for mass consumption
(D) localized folk culture becoming widespread
(E) site for struggle (hegemony)
(F) culture that blurs the line between high and low culture (postmodernism)
_____1. BTS, the seven-member Korean boy band, continues to rise to global popularity
with its album Map of the Soul:7 dominating as the “bestselling album in South
Korean History” with 4.11 million copies sold – and counting (McIntyre, 2020).

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_____2. Soccer (called football outside North America) originated as an isolated English
folk custom and were diffused through migration that made possible its global
popularity (Rubenstein, 2011).
_____3. With the advent of technology one can already listen to the digital format of the
recordings of Mozart or Beethoven, two of the world’s most renowned classical
composers, anytime and anywhere.
_____4. With an estimated 3.5 billion fans across Europe, Africa, Asia, and America,
soccer is considered the world’s most popular sports. Soccer’s global popularity
is based on certain criteria such as global fan base and audience, viewership on
TV, TV rights deal, popularity on Internet and social media, sponsorship deals,
access to the general public, etc. (Das, 2020).
_____5. Due to their mass appeal, novelty songs became a major part of the Filipino
masses’ love for pop music. Among the novelty songs which became popular in
the 2000s were Sasakyan Kita (2004) by Glayds and the Boxers, Pretty Litter
Baby (2005) by SexBomb Girls, Pamela One (2004) by Vhong Navarro, Itaktak
Mo (2007) by Joey De Leon, Otso Otso (2004) by Bayani Agbayani, etc.
(Cuevas, 2020).
_____6. Voltes V, a Japanese anime TV series, became popular in the Philippines in the
late 1970s, but it was later banned by the government because it showed
“excessive violence.” However, there were speculations that the show’s
revolutionary and insurgency themes were the real reasons why its airing was
stopped (philstar.com).
MAKING CONNECTIONS
You might have observed that popular culture is usually defined as opposed to other
conceptual categories (e.g. popular culture vs. high culture, popular culture vs. dominant
culture, popular culture vs. folk culture, etc.). In this part of the lesson, we will further discuss
the connection between popular culture and these conceptual categories.
•consists of the texts •traditionally •refers to that of the

and practices practiced by a small, less educated-or the
considered elite or homogeneous, rural massess (usually
of the highest class group living in considered as a
relative isolation; deregator term for
High culture
Low culture
Folk culture
typically individually popular culture and

•Examples: opera, crafted and produced working class culture)
classical music, and distributed or
ballet, works of art, sold on a local level
the works of •Examples: gossip
William magazine, reality
•Examples: folk art, television, poular
Shakespeare, folk crafts, folk music, escapist
Charles Dickens, music, folklore, oral fiction, comic books,
and Aristotle traditions tattoo

Name & Class: _______________________________________________________________
APPLICATION
Task 1.3. Inverted Pyramid

In the previous parts of the lessons, we have studied the definitions and meanings of
popular culture according to various contexts. Using the inverted pyramid, synthesize the
various definitions of popular culture and construct your own meaning of the term.
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Synthesis
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Your own meaning __________________________________________
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EVALUATION __________________________________________
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Task 1.4. Checking for understanding
Select the correct answer.
-----1. It is useful especially in conceptualizing the interplay between competing interest
groups in a culture.
A. Boas’s culture concept in anthropology
B. Gramsci’s notion of hegemonic struggle
C. Sapir’s notions of differences in language and culture
D. Bourdieu’s concept of social capital
-----2. Which of the following is an example of high culture?
A. Time magazine B. FPJ’s Ang Probinsyano C. Harry Potter series D. Memes
-----3. Which of the following is an example of conceptual channel of culture?
A. arts and creative texts
B. rites, rituals, music, and traditional ceremonies
C. artifacts, structural forms, and cuisine
D. language (or languages) spoken by members of that culture
-----4. The years of tradition of weaving among the people of Maguindanao is an example
of ______.
A. low culture B. pop culture C. folk culture D. high culture
-----5. What are the examples of culture as signifying practices?
A. celebration of Christmas, youth subcultures, Al Cinco de Noviembre
B. soap opera, pop music, comics
C. great philosophers, great artists, great poets
D. inequality, exploitation, oppression
Name & Class: _______________________________________________________________
REINFORCEMENT
Task 1.5. #What’sOnYourMyMind
There are brands that became popular by partnering with famous celebrities as
endorsers. In context such as the interpenetration of commerce and culture (for example the
relationship of television commercial and celebrities), describe how brands benefit from
celebrity endorsers (or how celebrities benefit from brands). Explain your answer.
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REFERENCES
Danesi, M. (2019). Popular culture: introductory perspectives. (4th ed.). Lanham: Rowman
& Littlefield.
Storey, J. (2018). Cultural theory and popular culture: An introduction. Routledge.
FURTHER READINGS
Cuevas, J. (2020, April 16). Top 10 novelty songs OPM of all time. Retrieved:
https://spinditty.com/genres/Top-Filipino-Novelty-Songs-OPM-of-All-Time
Das, S. (2020, June 4). Top 10 most popular sport in the world. Retrieved:
https://sportsshow.net/top-10-most-popular-sports-in-the-world/
McIntyre, H. (2020, March 12). BTS’s ‘map of the world:7’ is now the bestselling album in
South Korean history. Retrieved from: www.forbes.com
Rubenstein, J. (2011). The cultural landscape. Upper Saddle River, NJ: Pearson Education.
Urrutia, I. (2019, December 20). The 10 bet Filipino songs of 2010s. Retrieved:
shorturl.at/INPRS

Name & Class: _______________________________________________________________
B. Pop Culture, Power, and Ideology (3 hrs)
INTRODUCTION
Ideology as a concept is vital in the study of popular culture. Like the term popular
culture itself, the meanings and definitions of ideology are complex. In the task that follows,
we will look into the meanings of ideology that have relevance in the study of popular culture.
ENGAGEMENT
Read the text below and accomplish the task in the next part of the lesson. The following
definitions of ideology, including the examples, are taken from the book Cultural Theory and
Popular Culture by John Storey (2018).
Definitions Examples
Ideology refers to a systematic (1) professional ideology or the ideas that inform the
body of ideas articulated by a practices of particular professional groups
particular group of people. (2) ideology of the Labor Party or the collection of
political, economic and social ideas that inform the
aspiration and activities of the party
Ideology indicates how some (1) Feminists speak of the power of patriarchal ideology,
texts and practices present and how it operates to conceal, mask, and distort gender
distorted images of reality. relations in our society.
(2) Capitalist ideology which conceals the reality of
domination from those in power.
Ideology uses the term to refer to Texts (television fictions, pop songs, novels, feature
‘ideological forms’. films, etc.) always present a particular image of the
world.
According to the French cultural In the British society, white, masculine, heterosexual,
theorist Roland Barthes, middle class are unmarked in the sense that they are the
ideology, operates mainly at the ‘normal,’ the ‘natural,’ the universal,’ from which other
level of connotations, the ways of beings are an inferior variation on an original.
secondary, often unconscious, This is made clear in such formulations as a female pop
meanings that texts and practices singer, a black journalist, a working-class writer, a gay
carry, or can be made to carry. comedian. In each instance the first term is used to
qualify the second as a deviation from the ‘universal’
categories of pop singer, journalist, writer and comedian
According to the French Marxist seaside holiday or the celebration of Christmas as
philosopher Louis Althusser, examples of ideological practices.
ideology is not simply a body of
ideas, but a material practice.

Name & Class: _______________________________________________________________
EXPLORATION
The text that you have just read summarizes the meanings of ideology as a crucial
concept in popular culture. Given the definitions with their corresponding examples, let’s
explore further the connection between pop culture, power, and ideology.
Media (whether print, broadcast, or digital media) is a potential space which presents
certain kind of ideology whether it is gender, politics, religion, economy, environment, etc. As
a platform for production and consumption of popular culture, media has the power to produce
a narrative that either partly (or completely) ignores certain group of people in the society or
portray them based on the perspective of a mainstream or dominant ideology (beliefs and
attitudes of the majority).
For your task, analyze the text below and answer the question that follows.
Question: How do ‘media’ such as Netflix form social control that influences the way its users
consume the content (e.g. movies, series, advertisements, etc.)?
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MAKING CONNECTIONS
Now that we have defined and explored the meanings of ideology, it is necessary for
us, then, to see the connection between pop culture and ideology. Storey (2018, p. 5) stresses
that culture and ideology stand on the same conceptual ground, but it is ideology that “brings
the political dimension” in this relationship. In other words, where there is ideology there is
power and politics (hegemony) in a culture. Thus, Storey suggests that:
“the study of popular culture amounts to something than a simple

discussion of entertainment and leisure.”
APPLICATION
Task 1.8. Inverted Pyramid
Analyze the text (advertisement) below and supply the needed ideas in the inverted
pyramid.
Image from: shorturl.at/orBP5

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What ideology is __________________________________
introduced in the __________________________________
advertisement? __________________________________
________________________________
________________________________
________________________________ What distorted
________________________________ image of reality is
presented?
________________________________
________________________________
________________________________
What is its ________________________________
impact in the ________________________________
popular
culture? ________________________________

Name & Class: _______________________________________________________________
EVALUATION
Task 1.9. Checking for Understanding

Tell whether the following statements about ideology are true or false.
________1. An ideology is a set of beliefs that influences our perspective about the
world.
________2. Commemorating the Independence Day is an ideological practice.
________3. All ideologies mask, distort, or conceal images of reality.
________4. Pop culture is an ideological practice.
________5. Dominant ideology is a set of beliefs that is fixed and shared by the minority
group.
________6. A ‘meme’ which is also an example of an ideology.
________7. Patriarchy is an ideology.
________8. Popular culture can resist dominant ideology.
________9. The spread of online trolls, misinformation, and disinformation operates on a
certain kind of ideology.
_______10. Ideology is a material practice.
REINFORCEMENT
Task 1.10. #CommentBelow
Read the #status and share your thoughts about it in the comment box.
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Name & Class: _______________________________________________________________
REFERENCES
Danesi, M. (2019). Popular culture: introductory perspectives. (4th ed.). Lanham: Rowman
& Littlefield.
FURTHER READINGS
Cui, R. (2017, November 6). Netflix: The Imperialism of Insulated Media Atmospheres.
Retrieved: http://mcgillleftreview.com/article/netflix-imperialism-insulated-
media-atmospheres
Watson, A. (2020, July 17). Number of Netflix paid streaming subscribers worldwide
2011-2020. Retrieved: https://www.statista.com/statistics/250934/quarterly-
number-of-netflix-streaming-subscribers-worldwide/

Name & Class: _______________________________________________________________
Lesson 2
Major Theories around Pop Culture
LEARNING OUTCOMES
At the end of a 6-hour lesson, you must have:
a. identified the major theoretical approaches in the study of pop culture;

b. discussed how these theoretical approaches help in the understanding of popular
culture; and
c. applied appropriate theoretical lens in writing (short) analysis essay on pop
culture text.
A. Critical theories (3 hrs)
INTRODUCTION
In the previous lesson we touched on the crucial role of ideology in the study of popular
culture. In fact, John Storey even stresses that there is more to the study of pop culture than
entertainment and leisure. In short, an in-depth understanding and explanation of pop culture
can be made possible by looking at this phenomenon through relevant theoretical lenses.
In this 3-hour lesson we will discuss several critical theories around pop culture and
examine how these theories help in our understanding of pop culture. Specifically, the critical
theories covered in this lesson are Marxist theory, propaganda theory, gender theories, and
postmodernism. These critical theories will be helpful in analyzing some texts and practices in
popular culture.
ENGAGEMENT
Task 2.1 Textual Engagement
Read the text below and answer Critical

the activity
Theories
in the next part of the lesson.
Marxist Theories
The Frankfurt School was “among the first to criticize pop culture as a negative
social-philosophical force.” The Frankfurt School theorists included Theodor W. Adorno
(1903-1969), Walter Benjamin (1892-1940), Max Horkheimer (1895-1973), Herbert
Marcuse (1898-1979), Erich Fromm (1900-1980), and Leo Lowenthal (1900-1993). These
. critics considered “pop culture as a commodity culture, produced in the same way that
material products are – made and sold in the marketplace.” In other words, they viewed
“capitalist societies” as agent that takes advantage of “artistic forms” by tying them to a
“culture industry” in the guise of “marketplace economics.” They also adopted the concept

Name & Class: _______________________________________________________________
of hegemony by Italian Marxist Antonio Gramsci (1891-1937). Through the hegemonic lens, “the
Commodification of culture was controlled by those who held social-financial power.” The overall
assumption of the Frankfurt School was a “basic Marxist critique of capitalist culture” where the
capitalist societies view ‘culture’ as a commodity industry with monetary value.”
The commodification view of the Frankfurt School was later adopted by Centre for
Contemporary Cultural Studies in the University of Birmingham, whose research focused on the
impact of cultural commodification on contemporary societies, including the issues on inequalities.
Among the scholars of the Centre were Raymond Williams, Dick Hebdige, Stuart Hall, and Angela
McRobbie whose works leaned towards political dissent. For example, the works of Hebdige,
McRobbie, and Hall centered on the study of youth culture, the treatment of gender in pop culture,
and media’s portrayal of crime, respectively. Generally, the Centre devoted their interest in aspects
concerning “contemporary cultural representations in terms of inequalities they produced and the
misrepresentations the perpetrated…”
Propaganda Theory
The propaganda theory was influenced by the Marxist views of the Frankfurt School and
Centre for Contemporary Cultural Studies in the University of Birmingham. Associated primarily
with Noam Chomsky, propaganda theory assumes that “those in power” (government) can influence
“how the media present news coverage for the simple reason that the power brokers control the
funding and ownership of the media.” This transforms the media, then, into a “propaganda arm of
those in power…” The mainstream media, for example, selects “which topics to feature, establishing
the tone of the issues discussed, and filtering out any contradictory information.” Generally,
“propaganda theorists claim that pop culture and the mass media have formed an unconscious
partnership.”
Feminism and Postfeminism
The Feminist studies in the 1970s and 1980s also provided a critical view of pop culture.
The early feminists “claimed that pop culture spectacles were degrading to women and a source of
influence in promoting violence against women. They considered many movies and television as
popular sites which present various images of women as “sexual cheerleaders” or “motherly
homemakers.” However, there are also movies and T.V. programs that “portrayed woman as
independent and combative.” By “viewing at women’s bodies in all kinds of popular spectacles and
erotic movies as a form of objectification and male voyeurism, the early feminists ignored the fact
that this actually played a critical role in liberating women from seeing themselves constricted to the
roles of housekeepers and mothers…”
Meanwhile, postfeminist theory “does not see the display of women’s bodies on the stage
of pop culture as exploitation, but rather as a transgressive form of dialogue.” In a more recent
discussion, feminism “embraces critiques of all aspects of gender, including diverse sexual
orientations and the redefinitions of masculinity…” With the advent of technology, the internet has
given rise to new forms of feminism such as the cyber-feminism, or the claim that “cyberspace is a
space where traditional markers of gender, race, class, and age are dissipating.”
Postmodernism
The term postmodernism was first used by architects in the 1970 to mean “a new style,”
which deviates from modernism. Later, the term postmodernism penetrated in other academic
disciplines. Among the questions that a postmodernist critique asks: Who decides what is to be
considered “good” culture or “tasteless” culture?
Marcel Danesi, Pop Culture: Introductory Perspectives (2019, pp. 75-82)

Name & Class: _______________________________________________________________
EXPLORATION
Now that you have read about some of the relevant critical theories in the study of pop
culture, let’s compare the assumptions of each of these theories through a graphic organizer.
Critical Major Example how it is used as a theoretical framework

Theories Assumptions in the study of pop culture
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Marxist ___________________ _____________________________________
theory ___________________ _____________________________________
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Propaganda ___________________ _____________________________________
theory ___________________ _____________________________________
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Feminist ___________________ _____________________________________
theory ___________________ _____________________________________
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Postmodernism ___________________ _____________________________________
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MAKING CONNECTIONS
A critical theory is aimed at looking at certain social phenomena. A pop culture analyst
who stands on the ground of critical theories examines social issues and problems and offers
solutions to these problems. For example, using a Marxist or gender perspective, a pop culture
critic may examine the politics of fandoms of Korean pop culture outside South Korea,
including its growing number of Filipino fans, by looking at the production and
commodification of gender in K-Drama series, or K-pop music. She or he may also be interested
in examining the gender portrayals, or the production and consumption of ‘humor’ in noontime
shows on Philippine T.V.
APPLICATION
Task 2.3. Justification Stairs
Analyze the research title below and think of a possible critical theory (Marxist,
propaganda, gender, postmodernism) to be applied as a framework.
Justify your answer.

What critical theory are you
going to use as a framework? _______________________________
Example Title _______________________________
________________ _______________________________
Blurring the Line
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between ‘Good Art’ ________________
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and ‘Tasteless Art”:
The Rise of the _______________________________
“Common Tao” to _______________________________
Popularity Through _______________________________
Social Media” _______________________________
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. _______________________________
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EVALUATION
Task 2.4. Checking for Understanding
Which critical theories (Marxist, gender, propaganda, postmodernism) are the

following terms closely associated to? (For example, the term “capitalist societies” is usually
associated to Marxist theory.)
_______________1. Commodity culture _______________6. Dominant class
_______________2. Manufacture consent _______________7. Gender stereotype
_______________3. Portrayal of women _______________8. Late capitalism
_______________4. Alternative facts _______________9. Brainwashing
_______________5. Male gaze ______________10. Capitalist culture

Name & Class: _______________________________________________________________
REINFORCEMENT
Task 2.5. #EnrichingWhatWeKnow
Read the conclusion of Kidd (2007) in his paper titled Harry Potter and the
Functions of Popular culture. Then reflect on the question that follow.
How does pop culture serve as agent for social cohesion and individual identity?
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
____________

Name & Class: _______________________________________________________________
REFERENCES
Danesi, M. (2019). Popular culture: introductory perspectives. (4th ed.). Lanham:

Rowman & Littlefield.
FURTHER READINGS
Diaz, R. (2015). The limits of bakla and gay: Feminist readings of My Husband’s Lover,
Vice Ganda, and Charice Pempengco. Signs: Journal of Women in Culture and
Society, 40(3), 721-745.
Pack, S. (2014). K-POPPED: SOUTH KOREAN MEDIA EXPORTS IN THE
PHILIPPINES. Slovenský národopis, 62(4), 522-533.
Rimando, K. C. N. (n.d.) THE “ANG TANGING INA” MOVIE FRANCHISE AS A
DEMONSTRATION OF THE MARXIST NOTION OF FAMILY AS A
SERVANT OF CAPITALISM.

Name & Class: _______________________________________________________________
B. Semiotic theories and transgression theories (3 hrs)
INTRODUCTION
Let’s also look at the other theories in the study of pop culture. In this lesson, we will
discuss semiotic theories (opposition, mythology theory, representation, code theory,
textuality) and transgression theories (moral panic theory and carnival theory).
ENGAGEMENT
Read the text below and answer the task in the next part of the lesson.
Semiotic Approaches
Roland Barthes’s notions from semiotic have become widespread in the study of popular
culture. These semiotic notions are opposition, mythology, representation, code, and textuality.
Opposition “implies that we do not perceive the meaning of something in an absolute way,
but in differential ways. Marcel Danesi explains this through the contrast of day and night:
. If we were to think of day, its opposite, night, would invariably pop up in
our mind. Indeed, we seem incapable of understanding night unless we
oppose it to day, and vice versa. Mythology theory claims that popular
texts, performances, and spectacles are linked to each other through a
chain of mythic (ancient) oppositions, such as good versus evil and male
versus female, that are recycled in new textual and performative ways.
Representation refers to the view that any text or spectacle stands for
something that is not immediately obvious in it. It defers to “something
else” instead of referring to it directly. It is thus based on unconscious
social codes—systems of notions and beliefs that are channeled into
representational structures and enacted in cultural ways.
The study of pop culture using the notion of opposition allows a critic to uncover the
“hidden meanings” implied by the characters, plots, performances, etc. though a “simple
differential technique.”
Mythology theory is the notion that “the spectacles recycle ancient mythic themes in
modern day guise.” This is the reason why we are captivated by narratives that use “mythical
meaning systems” such as “good versus evil, hero versus villain, and so on.” Marcel Danesi
uses Superman as an example:
The Superman character is a perfect example of the recycled mythic hero,

possessing all the characteristics of his ancient predecessors but in modern
guise: He comes from another world (the planet Krypton) in order to help
humanity overcome its weaknesses; he has superhuman powers but also a
tragic flaw (exposure to Kryptonite takes away his power); and so forth

Name & Class: _______________________________________________________________
Representation is the “process of depicting or recounting something” through “special

interpretation.” Philosophers Plato o (c. 427–c. 347 BCE) and Aristotle (384–322 BCE) were the
first to employ representation as “the primary means through which human beings came to perceive
reality.” To further explain representation vis-à-vis pop culture, Marcel Danesi uses the tragic death
of Princess Diana as an example:
In 1997 a tragic event occurred that affected people deeply—the death of

Princess Diana at a young age. Her death was felt by many to be akin to that
of legendary heroes. The media represented it, in fact, as mythic tragedy,
not as a traffic casualty.
Code theory. Representation is an “expressive strategy that involves creating a text in a

specific context according to a code or set of codes. The concept of code was introduced by
Ferdinand de Saussure. To further explain the concept of code vis-à-vis pop culture, Marcel Danesi
uses the example of the fictional hero Superman:
Answering the question of why Superman (or any comic book action hero
for that matter) appeals to modern-day audiences requires us to delve into the
origin and history of the archetypal heroic figure. In myth and legend, a hero
is an individual, often of divine ancestry, who is endowed with great courage
and strength, celebrated for his bold exploits, and sent by the gods to Earth
to play a helpful role in human affairs. Heroes embody lofty human ideals
for all to admire—truth, honesty, justice, fairness, moral strength, and so on.
Modern-day audiences understand the importance of a hero intuitively, as
did the ancient ones… How Superman acts, how he behaves, how he looks,
and what he does are all connected to a hero code—a set of ideas and forms
that we associate with heroes. Each story in the comic books is a text derived
from that code. We can expect to find our hero fighting some villain, flirting
at some point with Lois Lane in the persona of Clark Kent, facing a crisis
that he must resolve with his extraordinary powers, and so on. Finally, the
specific meaning we extract from the text is guided by context. The context
is the situation in which the text is constructed or to which it refers. If read
in its comic-book format, a Superman text will be interpreted as an adventure
story.
Textuality refers to “how texts are constructed and how they generate meaning.” Umberto
Eco (1979) introduced the basic classification of texts such as the open texts (one that normally
entails a singular or fairly limited range of interpretations) and closed texts (one solution to a crime
eventually surfaces, closing all other avenues of interpretation). Intertextuality in semiotics refers to
“how texts are connected to other relevant texts by allusion, inference, implication, or suggestion.”
To understand what it means, Marcel Danesi uses James Joyce’s novel Ulysses as an example:
James Joyce’s novel Ulysses, which takes its title from Homer’s Ulysses (Odysseus in
Greek), connects the adventures of the main character, Leopold Bloom, to those of the
Homeric Ulysses. Bloom, his wife Molly, and young Stephen Dedalus are the Joycean
counterparts of Ulysses; his wife, Penelope; and their son, Telemachus. Bloom’s one-day
adventures in Dublin mirror the many wanderings Ulysses endures as he tries to return
home to Ithaca after fighting in the Trojan War. Joyce’s text is also replete with references
to theological, mythological, astronomical, and linguistic texts.

Name & Class: _______________________________________________________________
Transgression Theories
Moral panic theory. Stanley Cohen explains that moral panic occurs when certain
conditions, acts, person or group of persons become a “threat to societal values and interests.”
Transgressive trends that gain massive popularity, therefore, “tend to be perceived as vulgar and
threat to the moral order.” Marcel Danesi take transgression in Hollywood as examples:
[A]t the 2003 MTV Video Music Awards, Madonna kissed Britney
Spears, and a year later, Janet Jackson’s breast was exposed by Justin
Timberlake during the 2004 Superbowl halftime show. Today, all forms
of transgression are seen regularly on television, in the movies, and in
other media texts.
Carnival theory. Michael Bakhtin asserts that “transgression is instinctual,” meaning it is

“part of the comedic instinct that spurs us on to laugh at ourselves and at our most revered
institutions.” Moreover, carnival theory is grounded on the “notion that the human psyche is
embedded in a basic opposition - the sacred and the profane - and that both require expression or
release through performance, ritual, and symbolism.”
Marcel Danesi, Pop Culture: Introductory Perspectives (2019, pp. 90-101)
EXPLORATION
Through a concept tree, write as many terms or scholars as you can that are associated
to each of the following semiotic and transgression theories.
The study of pop culture using the notion of opposition allows a critic to uncover the
“hidden meanings” implied by the characters, plots, performances, etc. though a “simple differential
technique.”
Mythology theory is the notion that “the spectacles recycle ancient mythic themes in modern
day guise.” This is the reason why we are captivated by narratives that use “mythical meaning systems”
such as “good versus evil, hero versus villain, and so on.” Marcel Danesi uses Superman as an example:
Marcel Danesi, Pop Culture: Introductory Perspectives (2019)

Name & Class: _______________________________________________________________
MAKING CONNECTIONS
The use of semiotic approaches and transgression theories have become widespread in
the study of pop culture. Cultural products such as music, art, film, literature, fashion, dance,
cyberculture, television, radio, print and broadcast media that are consumed by the masses have
hidden meanings which can be deciphered through the lenses of semiotic theories and
transgression theories.
APPLICATION
Task 2.8. Short Essay
Darna is a fictional Filipino comics superheroine that first appeared in Pilipino Komiks
in 1950. Darna is one of the most popular characters in the Filipino superhero consciousness
due to its extensive adaptation and portrayals in the popular media such as films and television.
For your task, answer the question below.
Mythology theory / code theory: Why does the Darna character remain
appealing to modern-day audiences?
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
. _______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
Image from: https://www.writeups.org/darna-mars-ravelo-comics-philippines/
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
.
Name & Class: _______________________________________________________________
EVALUATION
Task 2.9. Checking for understanding
Identify what is referred to by each statement below.
_________________________1. a view
Identify what is referred to by each that anyfollowing
of the text or spectacle stands something that is
statements.
not immediately obvious
_________________________2. perception of meaning is not absolute but different
_________________________3. he explained the appeal of pop culture spectacles in terms
of mythology theory
_________________________4. they were among the first to consider the connection
between representation and real life
_________________________5. he introduced the concept of code
_________________________6. refers to how texts are constructed and how they generate
meanings
_________________________7. a theory that views transgression as instinctual
_________________________8. he believed that pop culture has the same kinds of social
function as did the medieval carnivals
_________________________9. used in semiotics to refer to how texts are connected to
other relevant text
_________________________10. the situation in which the text is constructed or to which it
REINFORCEMENT
Task 2.10. #Memories
Look back on your memories and supply the needed information in the memory lane.
List down the forms of entertainment

you enjoyed as a child.
List down the forms of
______________________________ entertainment you enjoyed as a
______________________________
teenager or an adult.
______________________________
______________________________ ______________________________
______________________________ ______________________________
______________________________ ______________________________
______________________________ ______________________________
______________________________ ______________________________
______________________________ ______________________________
______________________________ ______________________________
______________________________ ______________________________
____________ ______________________________
______________________________
______________________________
____________
Name & Class: _______________________________________________________________
REFERENCES
Danesi, M. (2019). Popular culture: introductory perspectives. (4th ed.). Lanham:

Rowman & Littlefield.
FURTHER READINGS
Calimbo, A. C. (2016). Deconstructing Myths Via Humor: A Semiotic Analysis of

Philippine Political Internet Memes.
Mendoza, T. L. (2020). REINFORCING MYTHS ABOUT WOMEN IN PHILIPPINE

CULTURE: Semiotic Analyses of the Sexbomb Girls in Eat Bulaga's Laban o
Bawi. Kritika Kultura.

Name & Class: _______________________________________________________________
POST-TEST
Direction. This post-test measures your knowledge of the definitions, meanings, related
concepts, and theories of pop culture. Read each question and circle the letter of the correct
answer.
1. This theory clarifies the claim that the human psyche is embedded in a basic opposition.
A. carnival theory C. mythology theory
B. moral panic theory D. Postmodernism
2. If you were to formulate a research title framed within the context of a Marxist perspective,
which of the following would you consider?
B. Bring Home the Crown: The Spectacle of Beauty Pageants and the Filipino Fans Yes,
D. I Do: Marriage Representation in Filipino Teleseryes
3. Which of the following statements is false?
A. Pop culture is widely favored by many people.
B. Pop culture is intended of the masses.
C. Pop culture is an inferior kind of work.
D. Pop culture is traditional and customary.
4. Which of the following definitions of pop culture explains the global popularity of superhero
movies (e.g. Wonder Woman, Avengers: Age of Ultron).
A. diffusion of folk culture in the mainstream culture
B. as an inferior culture
C. as culture that blurs the line between high and low culture
D. as site for capitalist leadership
5. It refers to how texts are constructed and generate meaning
A. opposition C. representation B. mythology D. textuality
6. It is the process of depicting or recounting something through special interpretation
B. textuality D. mythology
7. In analyzing the production and commodification of gender in the Philippine noontime shows
(e.g. It’s Showtime, Eat Bulaga, etc.), which critical theory would be the most
appropriate framework to use?
A. propaganda theory C. Marxist theory
B. Feminism D. postmodernism
8. the spectacles recycle ancient mythic themes in modern day guise.
B. mythology D. representation
9. It implies that perception of meanings is not absolute but happens in different ways.
A. representation B. mythology C. opposition D. textuality
10. Which of the following statements is true.
A. Pop culture is mass-produced.
B. Pop culture is a superior work.
C. Pop culture is intended for the select few.
D. Pop culture is traditional and customary.
11. Pop culture is viewed as a commodity that is produced and commercialized in the market
A. Propaganda theory C. Postmodernism
B. Feminism and Postfeminism D. The Frankfurt School

Name & Class: _______________________________________________________________
12. Using the moral panic theory as framework, which of the following research titles would you
propose?
B. Bring Home the Crown: The Spectacle of Beauty Pageants and the Filipino Fans
D. Yes, I Do: Marriage Representation in Filipino Teleseryes
13. It hides the reality of domination from those in power
A. professional ideology C. ideology as a material practice
B. ideology of the Labor Party D. capitalist ideology
14. examples include opera and theater
A. high culture B. low culture C. folk culture D. pop culture
15. It happened when a dominant social group controls a subordinate group in the society using
intellectual and moral leadership.
A. postmodernism C. culture
B. ideology D. hegemony
16. Which semiotic approach best supports why Darna (first appeared in Pilipino Komiks in
1950) remains appealing to modern-day audience?
A. representation C. mythology theory
B. moral panic theory D. textuality
17. What is meant by “pop culture as folk culture”?
A. originates from the people C. emerged after urbanization era
B. culture that is left over D. an inferior culture
18. The language of your culture influence our thought patterns.
B. Ruth Benedict D. Edward Sapir
19. What definition of pop culture best describes FPJ Ang Probinsyano as one of the most
popular TV series in the recent times on Philippine television.
A. localized folk culture becoming widespread C. as a site for struggle
B. diffusion of folk culture in mainstream culture D. widely favored culture
20. Our perception of the world is influenced by culture.
B. Edward Sapir D. Ruth Benedict
END
“Am I not enough? Pangit ba ako? Kapalit-palit ba ako? … Then, why?!”
-----Cali to Gio, My Ex and Whys

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Unit 1.

Popular Culture: definitions, contexts, theories | 1

Image from: https://www.youtube.com/watch?v=ahpmuikko3U

-Excerpt from the lyrics of the song Tala by Sarah Geronimo

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

1. Culture influences the way we view the world.

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

― Bob Ong, Lumayo Ka Nga Sa Akin

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

At the end of a 6-hour lesson, you must have:

A. Meanings and Other Conceptual Categories (3 hrs)

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Task 1.1. Textual Engagement

Task 1.2. Exploring Meanings

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

•consists of the texts •traditionally •refers to that of the

typically individually popular culture and

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Task 1.3. Inverted Pyramid

Task 1.5. #What’sOnYourMyMind

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

B. Pop Culture, Power, and Ideology (3 hrs)

Task 1.6. Textual Engagement

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Task 1.7. Exploring Meanings

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

“the study of popular culture amounts to something than a simple

Task 1.8. Inverted Pyramid

Image from: shorturl.at/orBP5

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Task 1.9. Checking for Understanding

Task 1.10. #CommentBelow

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

At the end of a 6-hour lesson, you must have:

a. identified the major theoretical approaches in the study of pop culture;

A. Critical theories (3 hrs)

Task 2.1 Textual Engagement

Read the text below and answer Critical

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Task 2.2. Exploring Meanings

Critical Major Example how it is used as a theoretical framework

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Task 2.3. Justification Stairs

Justify your answer.

Task 2.4. Checking for Understanding

Which critical theories (Marxist, gender, propaganda, postmodernism) are the

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Task 2.5. #EnrichingWhatWeKnow

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Danesi, M. (2019). Popular culture: introductory perspectives. (4th ed.). Lanham:

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

B. Semiotic theories and transgression theories (3 hrs)

Task 2.6. Textual Engagement

The Superman character is a perfect example of the recycled mythic hero,

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Representation is the “process of depicting or recounting something” through “special

In 1997 a tragic event occurred that affected people deeply—the death of

Code theory. Representation is an “expressive strategy that involves creating a text in a

PHILIPPINE POPULAR CULTURE | CABAYAO CAS-CPSU | FIRST SEM | SY 2021-2022

Carnival theory. Michael Bakhtin asserts that “transgression is instinctual,” meaning it is

Marcel Danesi, Pop Culture: Introductory Perspectives (2019)