INSTRUCTIONAL MODULES IN PHILIPPINE POPULAR CULTURE

LESSON 2:HISTORY AND EVOLUTION OF PHILIPPINE POPULAR CULTURE

At the end of the lesson the student should be able to:

Objective:
 Give Emphasis on Philippine Popular Culture
 Identify the Evolution of Pop Culture in the Philippines
 Determine the direction in identifying Philippine Popular Culture
 Give importance to additional information like Trivia’s and Insights about the dimensions of
Philippine Popular Culture.

"Creating a culture must begin with a base, and that base must necessarily be the culture of the
Filipino people if this can be differentiated by the encrustations that colonial rule has built on it."

It was in the 19th century when the term “popular culture” was coined. Traditionally, it was
associated with poor education and with the lower classes, which is the opposite of the “official culture” and
higher education of the upper classes. And with the growth of capitalism and industrialization, people
started spending their money on entertainment, such as sports and the commercial idea of pubs.

1. Historical Formation of Popular Culture in the Philippines

"Building a culture has to start with a foundation, and that foundation must necessarily be the
culture of the Filipino people if this could be separate from the encrustations grown on it by colonial rule.
"Popular culture, according to National Artist for literature Bienvenido Lumbera in his book
Revaluation: Essays on Philippine Literature, Theatre and Popular Culture (1984), is highly different from
the folk culture and nationalist culture of the Filipinos. In a nutshell, folk culture is the way of living in a place
at a specific time and portrays the practices of certain people, and how they cope to survive with nature.
Nationalist culture is the culture created through colonial resistance with the collective of a people in a
given place and time. These two are different from popular culture, at least in the context of the Philippines,
which can be traced even in the period of Hispanization of the Philippines.

 Spanish Rule

According to Lumbera popular culture in the Philippines was created and used by the Spaniards to
the native Filipinos or Indios via plays and literature to get the heart of the natives and win it. The
colonial origins of popular culture founding the Philippines can be traced by looking at salient
developments in Philippine literature. The first permanent Spanish settlement began replacing the
native culture with a Christian and European tradition. The children of the native elite under the
tutelage of missionaries became a core group of intelligentsias called 'ladinos', as they became
instrumental "in bringing into the vernacular, literary forms that were to be vehicles for the
"pacification" of the natives". Forms of popular theatre and literature such as "the pasyon, sinakulo,
and kondo ensured the acceptance and spread of Christianity, and the komedya and awit did the
same for the monarchy."Popular culture as introduced by the Spanish was "popular" to the extent
that it was a "watering-down of Spanish-European culture to win the general populace over to the

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'ideology' of the colonial regime." Popular culture at the time was created by colonial authorities,
with the aid of the local intelligentsia, to promote the interests of the Church and the State.

 American Colonialism
The advent of American colonialism brought the properly so-called, popular culture to the
Philippines. The liberal policy regarding the printing press, soon through radio, television, and film,
increased the circulation of popular culture forms. Not only through these forms but also in new media then,
such as films. Hollywood films had a near-monopoly in the Philippine market, especially in the absence of
European movies due to World War I.

2.1. The 1950s

During this decade, the Philippines can be best described as a nation trying to establish its own
identity. The postwar years became a pivoting point for the Pearl of the Orient, which had just recently
attained freedom from 450 years of colonial rule by then. A decade of many "firsts," it was a period when
the Filipinos began to manifest a sense of nationalistic pride. "Man of the Masses," President Ramon
Magsaysay wore the Barong Tagalog at his inauguration and in all official affairs - the first for a Filipino
President to don the national garment.
The 50s was also labeled as the first golden age of Philippine Cinema with the booming of the
Filipino film industry. Four big production studios (LVN Picture, Sampaguita Pictures, Premiere
Productions, and Lebran International) were all in their prime, on top of the industry releasing an average of
350 films a year. Then, there was matinee idol Rogelio de la Rosa, the first to be a Filipino film actor turned
politician, at the pinnacle of his career.

2.2. The 1960s

Following a decade of many "firsts" are more years of new initiatives, including efforts to empower
women. The decade witnessed the demolition of traditional Filipino gender culture with the emergence of
Filipinas and their renewed role in society. On June 18, 1960, the Bureau of Women and Minors was
created under the Department of Labor, to protect the welfare of workingwomen and minors. In the same
decade, Filipina actresses Vilma Santos and
Nora Aunor were discovered. They eventually became superstars of their generation and beyond,
undoubtedly shaping the landscape of the film industry in the years that followed. It was also during the 60s
when the Filipiniana dress was popularized by former first lady Imelda Marcos, which later became a
notable fashion statement. Nothing would have been a better way to cap off the decade than another first
for the country. In 1969, Gloria Diaz won the first-ever Miss Universe crown for the Philippines.

2.3. The 1970s

This time marked significant milestones for the country that highly influenced and shaped the
society that we have today. It was opened by the visit of Pope Paul VI in 1970, making him the first-ever
leader of the Catholic Church to set foot here. President Ferdinand Marco's declaration of Martial Law in
1972 fueled a political awakening among Filipinos during that time. Meanwhile, Filipina beauties continued
to shine brightly as Aurora Pijuan bagged the Miss International title in 1970, followed by our second Miss
Universe crown Margie Moran in 1973.

2.4. The 1980s

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It was an era of breakthroughs and novel ideas. Filipinos were highly creative at this point. Not only
was there an overwhelming need to express long buried sentiments, but there was also an equally vast
freedom to do so, especially after the restoration of democracy. Noel Cabangon and the rest of his band
Buklod emerged in the local music scene with socio-political-cultural hitssuch as "Tatsulok" and
"Kanlungan."Proudly local shows like Batibot, That's Entertainment, IpaglabanMo! and Magandang Gabi
Bayan was easily identifiable for Filipinos, too. Films such as Himala starring Nora Aunor, set the bar higher
for local cinema. It was also in this decade that the country's first transit system, the Light Rail Transit (LRT)
1 was built. This development rooted in originality spurred the Filipinos on to the next decade.

2.5. The 1990s

After witnessing the breakthroughs of the past decade, Filipino creativity continued to be the focal
point of the 1990s, especially as Original Pinoy Music flourished. One of the most prominent acts of the
decade was Master Rapper Francis Magalona. His groundbreaking hit "Mga Kababayan Ko" in 1990
served as the foundation of Filipino rap music, proving that patriotic anthems can come in different forms.
Several acts also followed suit, including legendary alternative rock band Eraserheads, who wrote
"Para sa Masa" in 1997, sung by various artists including Noel Cabangon, Barbie Almalbis, Ebe Dancel,
and Yael Yuzon to name a few. Despite the calamities that occurred, like the Luzon earthquake in 1990
and the eruption of Mt. Pinatubo in 1991, the Filipino spirit remained resilient with music as its sanctuary.

2.6. The 2000s

The 2000s were a great time for Philippine pop culture. Asia novelas have become a staple of
every channel's daily programming. Following the trend, local TV networks started remaking some of the
popular shows because of their huge following:
Today's biggest celebrities also came from reality and talent competition programs in the 2000s like
Pinoy Big Brother, Star struck, and Star Circle Quest. This notable decade also started bizarre makeup and
beauty trends. Crimped hair and chunky highlights were everyone's favorite hairstyles. Thin eyebrows,
glossy lipsticks, colorful eye shadows, and dark eyeliners were the decade's version of makeup on flee. By
the 2000s people turned to Korean music and television for style and beauty trends and long straight hair
became popular.

LESSON 3 : PHILIPPINE POPULAR CULTURE AT PRESENT

Popular culture surrounds and influences us from the minute we are born. It's the shared values
and practices that bring people together. It is reflected in the movies and shows we watch, as well as the
art, comics, and novels we read, as well as the toys and video games we play with and the clothes we
wear. Pretty much everything has an effect; But why does it have such an impact on us?

Popular culture has several connotations depending on who defines it and the context in which it is
used. It is typically understood to be the vernacular or people's culture that predominates in civilization at
any one moment. Sometimes known as "people's culture," it is determined by people's interactions in their
daily activities.
Popular culture is made up of a variety of widely accepted elements and comprises the most
immediate and current aspects of our life. These features are frequently prone to quick change, especially
in a highly modern age where omnipresent media brings people closer together. One such manifestation of
popular culture in the realm of digital music production is the use of Serum presets, which enable musicians
to create unique and cutting-edge sounds that resonate with contemporary audiences.
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TASK 1
1. What are the present popular cultures in the Philippines? Site 2-3 examples each.
2. As an individual how are you going to preserve these cultures?

Philippine society is a unique blend of diversity and homogeneity. At present Philippine popular
culture became more interesting and been known all over the world. What is it about the Philippines that
makes us different from the rest of the world?
Philippine popular culture produces norms. Create boundaries, create rituals, it generates
innovations and promote change in a society. Popular culture is the accumulation of cultural products such
as music, art, literature, fashion, dance, film, cyber culture, television, and radio that are consumed by the
majority of the society's population.
Philippines had a lot to offer and the most common popular culture categories are the
entertainment, music, sports, news, politics, fashion, technology and language.

Examples in each Category

A. FESTIVALS- Did you know that fiestas are actually rooted in pre-colonial culture? Even before the
Spaniards brought Catholicism into the country, the Filipino natives would already gather for feasts
and give thanks to deities for a bountiful harvest, as noted in the accounts from Antonio Pigafetta,
Pedro Chirino, and Miguel de Loarca. Festivals are known to be the most colorful and fun culture of
the country
1. Sinulog Festival -( Third Sunday of January) Highly anticipated among festivals in Cebu is
the Sinulog Festival, the first of many fiestas celebrating the Sto. Niño. Highlights of this
Filipino festival include the Sinulog Grand Parade, a spectacular fireworks show, a Miss
Cebu pageant, and a re-enactment of Ferdinand Magellan offering the statue of Sto. Niño
to Raja Humabon and Hara Amihan.
2. Dinagyang Festival- Just like Cebu’s Sinulog and Aklan’s Ati-Atihan, the Dinagyang
Festival in Iloilo is a festival that commemorates the feast of Sto. Niño. Held in January,
this two-day festival derives its name from “dagyang,” the Hiligaynon word that stands for
“merrymaking.”
Established in 1968, Dinagyang began when Father Sulpicio Enderes offered a
replica of the Señor Sto. Niño de Cebu to Iloilo City. Now, this festival never fails to attract
younger crowds with its colourful and energetic performances, as participants fill the
streets with the fanfare of drum beats, street dance competitions, and parties. When:
Fourth Saturday to Sunday of January
3. Ati-Atihan- (January)-No list of Filipino fiestas would be complete without the Ati-Atihan
Festival in Kalibo, Aklan. One of the most popular festivals in the Philippines, this Filipino
festival lives up to its name as the “Mother of All Philippine Festivals” through one epic
week of tribal dancing, lively street parades, religious processions, and of course, free-
flowing drinks! Originally, the festival traces its origins to the Barter of Panay, where the
Aeta people received gifts from Malay chieftains who had escaped Borneo and found
refuge on Panay Island in the 13th century. And so, the participants of the Ati-Atihan
Festival give honour to the Aeta people by painting their faces ebony.

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4. Panagbenga Festival- Baguio, the summer capital of the Philippines, turns into a floral
wonderland every February. From a Kankanaey word that evokes a “season of blooming,”
this annual flower festival in the City of Pines is one of the newer festivals in Luzon. In
1996, it began as an attempt to lift people’s spirits after a 7.7-magnitude earthquake left
the city in rubble. From this wreckage, the Panagbenga Festival was born — spreading joy
and hope through a parade of floats with flowers, marching bands, performers in floral-
themed costumes, flower expositions, and vendors selling handicrafts.
5. The MasKara Festival- is a giant masquerade held at the country’s City of
Smiles, Bacolod. Thousands of locals wear colorful masks decorated with flowers,
feathers, beads, and paints. Celebrated every October.
B. HUGOT- " hugot is life"
-This is basically a deep lingering emotions brought about by a person's circumstances and
experiences usually from heartbreaks and adulting.
C. MILK TEA- "milktea is the new coffee"

D. TELESERYE AND MOVIES- Philippines exist into popular movies and series equipped with the
rich culture of the country.
1. General Luna- Heneral Luna is a 2015 Filipino epic war film starring John Arcilla as the
titular character Antonio Luna who led the Philippine Revolutionary Army during the early
phases of the Philippine–American War.
2. Himala- blind faith and fanaticism plagued the poor town of Cupang, which represents a
microcosm of a society that is so desperate to cling on to something that will give them
hope in this world full of hopelessness. The second Golden Age of Philippine Cinema
(1970s to early 1980s) is undeniably rich with classic Filipino masterpieces that still stand
the test of time. Despite the intense political tension and media censorship brought upon
by the Marcos regime during this particular period, Filipino filmmakers still managed to
deliver their message across by creating subtle but powerful allegorical dramas that very
much highlight the socio-political issues that have always plagued our country.
3. Amaya - If you are looking for a Pinoy series with a historical twist, then Marian
Rivera's Amaya is the show for you. Dubbed as the first "epic serye" of GMA-7, Amaya is a
fictional story that makes use of historical facts during the pre-colonial period in the 1500s.
The series is about Amaya, a "binukot" or a hidden princess born with a twin
snake. Amaya was warmly accepted during its run in 2011 that it earned several
extensions and enjoyed high ratings throughout its run.
4. Legal Wives- a drama series aired in GMA
5. El Presidente- General Emilio Aguinaldo Story and the First Philippine Republic, or
simply El Presidente, is a 2012 Filipino biographical film written and directed by Mark
Meily about the life of General Emilio Aguinaldo, the first president of the Philippine
Republic. The film stars Jeorge "E.R." Ejercito Estregan in the title role, along with Nora
Aunor, Christopher de Leon, Cristine Reyes, and Cesar Montano.
The daily dose of teleserye or primetime to series are often criticize for their seemingly
endless story line.
E. LANGUAGE- When we talk about language it is always related to culture.

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1. Baybayin- the writing system native to the Philippines attested from before he Spanish
Colonization through at least the 18th century.
2. English Speaking- is considered the second language of the country. Filipinos have the
sexiest speaking voice among all the other speakers in the world.
3. German Language- Where the Gen Z would relate
4. Gay lingo- which has been use by the LGBTQ community.

F. FASHION- Filipino fashion is a mix flavor of cultural influences, historical narratives, and artistic
expressions that collectively weave together the rich heritage of the Philippines. Rooted in a
diverse blend of indigenous traditions, colonial legacies, and contemporary global trends, Filipino
fashion stands as a testament to the nation’s multifaceted identity.
1. Barong tagalog- The barong Tagalog is a traditional Filipino garment for men. It is a formal,
lightweight, and detailed shirt made from delicate fabrics such as piña (pineapple fiber),
abacá (banana fiber), or jusi (silk-like material). The term ‘barong’ is derived from the
Spanish word ‘baro,’ meaning ‘dress’ or ‘clothing,’ while ‘Tagalog’ refers to the indigenous
people of central Luzon, where the garment originated.
2. Terno- The Terno is a traditional Filipino fashion trend that originated in the Spanish
colonial period and has evolved over time. It is a two-piece ensemble consisting of a baro
(blouse) and a saya (skirt). The main distinguishing feature of the Terno is the butterfly
sleeves, also known as “campanillas” or “pagoda sleeves”.
3. Floral Print- Filipinos have a deep appreciation for nature, and this is often reflected in their
fashion choices. Floral prints are a way of bringing the beauty of nature into their everyday
lives, and have always been a popular Filipino fashion trend.
4. Ethnic-inspired prints- such as ikat and batik play a significant role in Filipino fashion
trends. These prints are known for their patterns and cultural significance, reflecting the
rich heritage and diverse traditions of the Philippines.
5. Denim- also known as the “Canadian tuxedo,” is among the Philippines most popular
fashion trend. In the Filipino fashion scene, denim on denim is seen as a versatile and
timeless style. It has gained popularity among both men and women and is commonly
worn in various settings, including casual outings, parties, and even formal events when
styled appropriately.
6. Off-shoulder tops- are designed to expose the shoulders, creating an effortlessly feminine
look. This popular Filipino fashion style among women come in various styles, ranging
from casual to more formal options.
7. Crop tops- provide stylish garments that are characterized by their shorter length, typically
ending above the waistline and exposing the midriff area. Filipino women embrace crop
tops as a fashionable staple that can be worn in various settings.
8. hijab - Filipino Muslim women creatively incorporate modern fashion trends with traditional
values, making their style distinctive and fashionable.
9. High-waisted bottoms- have been a popular fashion trend in the Philippines among women
for quite some time.
10. Culottes and wide-leg pants -have become popular in recent years, reflecting a shift
towards more practical, comfortable, and versatile attire. Like other styles, this

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trend provides a balance between comfort and modesty, making it a popular choice for
Filipinas who prefer a more relaxed yet fashionable look.

G. MUSIC - Songs have always served as a mirror to the world, reflecting events as they occur, and
music, possibly more than any other art form, changes society. They can comfort, calm, inspire,
and educate us, to name a few things. Pop music has the power to inspire people to consider
where they're heading in life, to inform their decisions, and to aid in the formation of identities.
However, music has a unifying effect, even if it is absorbed in solitude, capturing imaginations as
you listen in bedrooms and on headphones. You are not alone if you have been impacted by
music. They are among the millions of people who have been affected by such events, which have
had a profound impact on society.
We live in a world where music plays a critical role in disseminating human culture in
everyday life. For decades, music has played an essential role in the world, and it has become one
of the primary means by which diverse countries around the world promote their culture. This
history of transmitting culture through music is still influential today.

H. SPORTS - In this country, it's called Arnis and martial arts are the national sport. Boxing is one of
the most popular sports in the Philippines with the country producing global superstar boxer and
the only eight-division champion in the world, Manny Pacquiao. Basketball, with the country
producing international basketball players such as Robert Jaworski and Carlos Loyzaga, is another
popular sport.

I. TECHNOLOGY- It’s a well-known fact that technology influences popular culture. Looking
at historical trends, it’s evident, even from the 1950s, when television sets became more widely
available in the US, that advertising and programming led to changes in popular culture trends
such as fashion. For instance, in 1953, the Academy Awards were screened for the first time,
allowing consumers to covet what they saw on their TVs. With New Hollywood starlets dressed in
their glamorous outfits, it was only inevitable that women at home, seeking to embody some of the
glamour themselves, would go out and buy similar dresses. However, in recent years, there’s been
another shift wherein popular culture appears to be influencing the development of technology.

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