PREFACE

Welcome to Philippine popular culture. This module is made to cater to your needs. The
purpose of this module is to help you while you are studying at home. This also serves to open
opportunities for you to learn new things about this subject.

The entire course will deal on the following:

1. Understand the historico-spatial condition and phenomenon of Philippine

Modernity.
2. Investigate how Philippine culture is operational, circulated, re-produced,
consumed and instrumentalized by the recurring social order.
3. Value the importance of national life’s sphere in social activities and lived
experience economy.

How the Module is Organized

Week Course outcomes Topics

1-2 Module 1 A Historical Inquiry of Philippine

Popular Culture
3-5 Module 2 Framing the Popular

6-8 Module 3 The political-economy of media

9 MIDTERM EXAMINATION

10-13 Module 4 Socio-Political Aspect

14-17 Module 5 Critiques and Fissure in the Culture

of Popular Culture
18 FINAL EXAMINATION

How to use this Module

As the government limits our face-to-face

interaction and prohibit mass gatherings, distance learning is a major component of
learning delivery for this school year. Distance learning means lessons will be delivered
outside the traditional face-to-face setup as the country deals with this pandemic.
Learning is in the form of individualized instruction that allow you to use self-
learning modules (SLMs). Where you can actively construct you own knowledge
through the experiences you will gain in reading and answering this learning modules.
To finish this course and be able to gain all the competencies and skills expected
to demonstrate the learning outcomes as stated in this course, you should take time to
read everything written in the module, actively and conscientiously answer all the
exercises.

PHILIPPINE POP CULTURE MODULE 5

TO THE LEARNERS:
This module has icons that you should be familiar with as you work through the entire
modules of this subject.

What is this In this part you will know the contents of this module.
module all
about

This part of the module will tell you what are the
What will you learning competencies that you need to achieve.
learn from this
module

This is short activity or review of the previous lesson

Let’s See What that aims to help you bridge the current to the past
You Already lesson.
Know

In this part the new lesson will be introduced to you

Let’s Try This through various activities such as stories, songs,
poems, motivational questions or situations.

In this part the new lesson will be discussed. The

Let’s Learn concepts will help you understand the new concepts
and skills.

This part contains activities and questions that can

What Can You help you translate theoretical learnings to practical
Do application.

This part contains questions and activities that aims to

Let’s See What process the lessons that you learned in this module.
You Have This involves activities and exercises that aims to
Learned enhance your understanding and skills related on the
topic at hand

This part contains questions and activities that aims to

What Have You assess and measure the level of learning of the target
Learned? competencies.

At the end of the module, a glossary of terms is

Glossary prepared for you to serve as your guide on the
different concepts and terms found in the module.

References At the end of the module, references are provided.

PHILIPPINE POP CULTURE MODULE 5

 Module 5
Cultures in the
Philippines

What is this module all about?

This module was designed and written with you in mind. It is here to help you
better understand the importance of Philippine Pop Culture by walking you through
discovering your strengths and weakness, your talents and skills. As a bonus, you will
be given fun enrichment activities. Be careful in answering the exercises and tasks by
carefully reading every given instruction. Let’s begin!

What Will You Learn From This Module?

After going through this module, you are expected to:

1.1 Explain the framing of the popular culture in the Philippines.
1.2 Identify how these popular culture emerge in the Philippines
1.3 Judge the importance of framing the popular cultures

The first part of your module will not

only test your prior knowledge but will
also introduce you to the next lesson.
Happy learning!

Now you will be learning A Historical Inquiry of Philippine Pop Culture. Study
the inputs given and be ready to complete different activities that will test your
knowledge and understanding as you go through the lesson.

PHILIPPINE POP CULTURE MODULE 5

 Let’s Learn
Aspects of Culture
1. Material Culture
- Refers to physical or technological aspects of our daily lives
- Food items, tools, buildings, factories, dresses, and other raw materials among others
-they are tangible in our environment (man-made) and intended for human survival.

2. Non-material Culture
- Refers to the cultural adjustments to material conditions such as customs,
philosophies, beliefs, governments, patterns of communication and even ways of using
material objects.
- They are more resistant to change.

3. Culture Lag
- Period of maladjustment when the non-material culture is adapting to new material
conditions.
- E.g. The ethics on privacy and censorship on the usage of internet

Characteristics of Culture
 Culture is learned
- Humans are not born with genetic imprint of a particular culture.
- Learning depends on the uniquely developed human capacity to use symbols, signs
that have no necessary or natural connection to the things they signify or for which they
stand.
- People create, remember, and deal with ideas.
- Clifford Geertz – cultures have been characterized as set of control mechanisms,
plans, recipes, instructions

- Enculturation is the process by which and individual learns his or her culture.
- Transmitted through observation
- Absorbed unconsciously
- It involves beliefs, norms, and social practices

 Culture is Shared
- It affects behavior.
- Culture is an attribute not of individuals per se but of individuals as members of groups

What is Culture?
 Culture is Symbolic
- Leslie White define culture: dependent upon culture, culture consists of tools,
implements, utensils, clothing, ornaments, customs, institutions, beliefs, rituals,
games, works of art, language.

 Culture as Symbol
- Symbol is something verbal or non-verbal
l- Symbols are usually linguistic
- Nonverbal symbols such as flags, holy water

 Culture is Integrative- Culture is holistic and interrelated with one another.

- It is more than the sum of all its parts

PHILIPPINE POP CULTURE MODULE 5

 - Economic, familial/kinship, political and social control, marriage, military,
religious, aesthetic, technological, and linguistic systems.

 Culture is Adaptive- Culture changes for a period of time through inventions,

diffusion, and discoveries.

 Culture is Changing- No culture is static

- 2 processes involved:
1. Internal changes or innovations- Refers to the process of introducing an
idea or object that is new to the culture- Forms of innovation involved are
discovery and invention.
2. External changes or cultural diffusion- Process of spreading materials of
culture from group or society to another

Culture Is All-Encompassing
 Culture is defined anthropologically, encompasses features that are sometimes
regarded as trivial or unworthy of serious study, such as popular cultures:
- Television
- Fast food restaurants
- Sports and games
-Culture and Nature
 Cultural habits, perceptions and inventions mold human nature in many
directions.
- People have to eat but culture teach us what, when, and how.
- Defecate squatting, sitting down
 Through science, invention and discovery, cultural advances have overcome
many natural limitations.
- Prevention and cure of diseases
- Viagra to restore sexual potency

Elements of Culture
 1. Language
- It is the fabric of every culture
- An abstract system of word meanings and symbols, which includes speech,
written characters, numerals, symbols, and gestures, and expressions of non-
verbal communication.
 2. Norms
- Are established standard behavior maintained by a society.
- Formal Norms or LAWS
- Informal Norms are MORES or FOLKWAYS
 Sanctions
- Are penalties and rewards for the conduct they have done against or for the
social norms,
- Not wearing uniform, ID in the campus
 Values- Are collection of concepts of being good, desirable, and proper.
-Morals, right or wrong
- Respect one’s parents, owning a home, health, love, marriage
- It influence man’s actions and the bases for others.

Adaptive and Maladaptive

 Cultural adaptive- Contains customary activities and tools

PHILIPPINE POP CULTURE MODULE 5

 - Although humans continue to adapt biologically, reliance on social and cultural
means of adaptation has increased during human evolution.
 Maladaptive- Are traits, patterns, and inventions that are threat to a specific
surviving culture.
 Use of air conditioners
 Automobiles
-Both can produce chemical emissions increase air pollution, deplete the ozone
layer and contribute to global warming.

Levels Of Culture
3 Levels of Culture:
 International- Is the term for cultural traditions that extend beyond and across
national boundaries.
 National- Refers to the beliefs, learned behavior patterns, values and institutions
shared by citizens of the same nation.
 Subculture- Are different symbol-based patterns and traditions associated with
particular groupsin the same complex society.

 Ethnocentrism-Is the tendency to view one’s own culture as superior and to

apply one’s own cultural values in judging the behavior and beliefs of people
raised in other cultures.
-It is a cultural universal.
-It contributes to social solidarity, a sense of value and community, among people who
share a cultural tradition.

 Cultural Relativism
-The argument that behavior in one culture should not be judged by the standards of
another culture.
-There is no superior, international, or universal morality, that the moral and ethical rules
of all cultures deserve equal respect.
-A specific culture in Africa still practices Clitoridectomy (removal of girl’s clitoris) and
Infibulation (sewing the lips or labia of the vagina so as to constrict the vaginal
opening)
-The issue of circumcision to male baby at the time of birth.

 Human Rights
-The idea of human rights challenges cultural relativism by invoking a realm of justice
and morality beyond and superior to particular countries, cultures, and religions.

 Cultural Rights
-Groups in action such as religious and ethnic minorities and indigenous societies.
-It includes a group’s ability to preserve its culture, to raise its children in the way it
forebears, to continue its language, and not be deprived of its economic base by the
nation in which it is located.

 IPR – Intellectual Property Rights (Ethnomedicine)

PHILIPPINE POP CULTURE MODULE 5

 Let’s See What You Have Learned
This evaluation will measure your knowledge on the topic Socio-Political
Aspect. (10 points each for number 1 and 2 and 50 points for number 3)
1. Differentiate adaptive and maladaptive give specific scenario.
2. Give example of an internal change and external culture change that you have
observed in your locality.
3. As a student, how will you sustain our cultural rights?

Reference
Danesi,M.(2015).Popularculture:Introductoryperspectives(3rded.).London:Rowman&Littlefield

Garchitorena, A. Pop Culture and the Rise of social Media in the Philippines pdf file

Griffin,M.(2012).Afirstlookatcommunicationtheory(8thed.).NewYork:McGraw-Hill

Fedorak,S.A.(2009).PopCulture:Thecultureofeverydaylife.Toronto:UniversityofTorontoPress

Fernandez, D. G. (1981). Philippine Popular Culture: Dimensions and Directions The State of Research in
Philippine Popular Culture. Philippine Studies, 29(1), 26–44. http://www.jstor.org/stable/42632570

Fernandez,D.G.
(2002).Masscultureandculturalpolicy:ThePhilippineexperience.Budhi,5(36.1).RetrievedSeptember19,202
0,fromhttps://journals.ateneo.edu/ojs/index.php/budhi/article/view/59/591

Khan.R.E.(2015).Mediaandinformationliteracyhandbook.Mandaluyong:AnvilPublishing

PHILIPPINE POP CULTURE MODULE 5