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In disseminating popular culture, printed media is one (1) of the most

Popular Culture and the Media successful avenues for people and companies who make long-lasting
Table of Contents icons. However, as stated by Fatma Sarigul, using Umberto Eco’s
novel Numero Zero (or Number Zero), people can be swayed based
Introduction 1 on what they can read and see – comprehension comes second after
Printed Media 1-2
information absorption – and will only come after the culture
consumers had settled a compromise with the culture producers
Radio and Music 2-5
(Sarigul, 2016).
Audiovisual Media (Television and Film) 5-7
Advertising and Branding 7-8 The Philippine Magazine, launched in 1905, was perhaps the first
Popular Language 8 - 12 national magazine in circulation. It was not "popular" since it was in
Online Popular Culture 12 - 13 English and not accessible to the majority, particularly at the period
References 13 when English education had barely started (Fernandez, 1981).
As discussed in the previous modules, popular culture has evolved Comics / Komiks
over time due to the power of the working class to sift through the The first comic strip is made by an artist who filled in a position for a
products they consume and the companies who make the products. It cartoonist. The story about this is when Antonio “Tony” Velasquez
has been noted that the history of the development of technology and was working for Ramon Roces' magazine; the publisher requested if
of popular culture are inextricable; thus, one can say that popular he could fill in for a senior cartoonist who had been assigned to draw
culture evolves alongside technology. In this lesson, the main focus is a cartoon character in December 1928 and promised that he would try
will be on the various avenues to which popular culture can be (Lent, 1998).
disseminated.
As a result, Kenkoy, the Philippines' first comic strip, was created.
Printed Media After being published as a filler in the Roces magazine, Liwayway, the
Books, magazines, newspapers, comic books – these are some four-frame comic, generated several imitators. Although someone
examples of things that can be read at any time of the day, giving out else was sketching "Kenkoy" at the time, in September 1988, he was
needed information. Whether for entertainment purposes or for still working with its script.
keeping up with current events, these materials are guaranteed to
deliver them (before the rise of the Internet, of course).

These are all forms of printed (or traditional) media.

Printed media is a form of information dissemination where

everything is in print, primarily through materials that can be held by a
hand, like newspapers and magazines (Bean-Mellinger, 2018). It is
dubbed traditional media because it is the oldest form of information
transfer, aside from dance and oral dissemination. Its history can be
attributed to Johannes Gutenberg for his patent in the movable type,
but the earliest printing press appeared in China in the year 932.
Earlier still were the cave drawings and inscriptions of early humans. Figure 1. The first Pinoy comic strip remastered on its 90th anniversary
Source: https://tvtropes.org/pmwiki/pmwiki.php/ComicStrip/Kenkoy

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The rise of komiks gave rise to the familiar household names such as
Darna and Captain Barbell (by Mars Ravelo), Pupung (by
Washington “Tonton” Young), and Pugad Baboy (by Apolonio “Pol”
Medina, Jr.); as well as modern and online comics such as Trese (by
Budjette Tan and Kajo Baldisimo), Sskait (by AJ Bacar), and
Arkitekyuklid (by John Euclid Templonuevo) to name a few.
Figure 2. A sample online comic strip made by AJ Bacar
Source: https://www.facebook.com/sskaitcomics/photos/2987930508200906
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Radio and Music
The power of radio has been shown throughout the years. Radio
programs have an innate ability to influence, convince, and even
enrage their listeners. This innate power of radio is consequently
influenced by the words used in a broadcast.
When the telegraph went live in 1837, it established a precedent for
modern electronic means of communicating across borders. Due to
the complexity of receiving stations linked to each other along a
defined path, it was inefficient. An important component of electronic
transmitters was developed by Nikola Tesla in 1891 when he
constructed a high-frequency transformer. With all of this in place,
American Guglielmo Marconi (1874–1937) was ready to transmit the
first radio transmission in 1895. He was able to successfully send an
electrical signal to a receiving device that was not linked to his
transmitter, indicating that a signal could be delivered into space and
received by devices at random sites. He referred to his invention as a
radiotelegraph since its signal traveled in all directions, i.e., radially,
from the transmission point (Danesi, 2018).
Brief History of Radio Broadcasting in the Philippines
Radio originally arrived in the Philippines in the early 1920s. Henry
Hermann owned the first three (3) fifty-watt stations, KZKZ, KZRM,
and KZEG, two (2) of which were in Manila and one near Pasay City.
He began operations in June of 1922. In 1925, KZKZ ceased
transmitting and was replaced by KZRQ (Enaka, 1998).
Radio dramas and commentaries in Tagalog and localities’ dialects
are the daily fares on most stations. These programs are heavily
favored by the masses, whether urban or rural. The “pang-masa”
program is a show, which tackles clichéd storylines about abused
women, philandering spouses, love's inequity, and dishonesty.
Future of Broadcasting
The podcast is a rising media format for delivering radio-style
information and programs to a computer, phone, or media device. The
term is a combination of iPod and broadcast. The files are mostly
audio, although a vodcast (video podcast) may include video as well.
The distributor maintains a list of accessible files on their website for
a listener to access (Danesi, 2018).
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Many radio and TV stars have switched to podcasting, considering it
is less restricted than conventional media and more likely to attract
their target audiences. Podcasts are comparable to regular radio
programs in that they tend to be chat shows and informational
programs on certain themes.
Examples of radio pop culture icons are Joe Rogan (The Joe Rogan
Experience), the duo Rhett McLaughlin and Charles Lincoln
“Link” Neal III (Good Mythical Morning), the duo Grace Marcellana
and Mimai Cabungson (‘Wag Kang Lilingon), and celebrity Bianca
Gonzales (Paano Ba ‘To?) to name a few.
Figure 3. Podcasts are radio shows for the modern century
Source: https://www.wheninmanila.com/25-pinoy-made-podcasts-you-should-listen-to/
Radio technology also paved the way to broadcast popular – or pop
– music.
The Advent of Music
Pop music's societal effect would not have been possible without
recording and broadcast technology. Its ascent to prominence began
in the late nineteenth century with the introduction of sound
recording. In 1877, Thomas Edison created the first phonograph.
This was followed a decade later by the flat-disk phonograph (or
gramophone) invented by American inventor Emile Berliner (1851–
1929), who improved on Edison's original design. Amplification of the
phonograph needle vibrations using electromagnetic devices took
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over from Berliner's mechanical method about 1920 (Danesi, 2018).
With all of these innovations, pop music has found a technologically
mediated mass market.
Major Pop Music Genres
Adult contemporary/Easy listening: a blend of classics, light opera,
and softer rock singles. Examples include Céline Dion, Andrea
Boccelli, Mariah Carey, Amy Winehouse, Whitney Houston,
Barbara Streisand, Barry Manilow, Alanis Morissette, The
Carpenters, and Olivia Newton-John, to name a few.
Classical music: these are the works of eminent composers. Despite
being products of high culture, they have endured and entered
mainstream popularity. Examples include Johann Sebastian Bach,
Wolfgang Amadeus Mozart, Ludwig van Beethoven, Frederic
Chopin, Piotr Ilyich Tchaikovsky, Sergei Rachmaninoff, Richard
Wagner, and so on.
Country encompasses all subgenres, including traditional, urban, and
rock country. This genre is exemplified by the prominent rural themes
and simple life. Examples include Hank Williams, Dolly Parton, the
Dixie Chicks, Shania Twain, Taylor Swift, Blake Shelton, Miranda
Lambert, Carrie Underwood, and the Eagles.
Disco is divided into two (2) categories: classic disco from the 1970s
and 1980s and contemporary techno or electronic dance music
(EDM). This genre emerged because of the prevalence of urban
nightlife. Examples include the Bee Gees, Village People, Rasputin,
ABBA, Diana Ross, Donna Summer, Mariya Takeuchi, David
Guetta, and Afrojack, to name a few.
Eclectic Pop: a mash-up of several genres, including pop, rap, rock,
techno, and others. Some examples include Jay-Z, Usher, Adele,
Beyoncé, Katy Perry, Lady Gaga, Rihanna, Bruno Mars, LMFAO,
Nicki Minaj, Drake, Justin Bieber, Lil’ Wayne, Madonna, Craig
David, and Michael Jackson.
Electronic: music that incorporates electronic effects and digital
instruments and encompasses experimental and electronic dance
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music genres such as house music, techno, jungle, dubstep, trance,
hardcore, and electronica. An example is Skrillex.
Experimental: mostly college and university radio stations promote
this form of music. It is a genre that uses non-musical objects to create
traditional instruments or sounds and is manipulated to suit the artist’s
preference.
Folk: both the original and popularized varieties. It employs the use of
traditional musical instruments. Examples include The Kingston Trio,
Bob Dylan, Joni Mitchell, Woody Guthrie, ASIN; and Peter, Paul,
and Mary)
Gospel: music aimed at fans of both contemporary and classic gospel
singers. Gospel music allows people to reflect on their spirituality and
get in touch with their inner ethos. Some examples include Jamie
Rivera and Gary Valenciano.
Jazz and Blues: music from all eras and genres of jazz, blues, and
swing. Examples include Herbie Hancock, Louis Armstrong, B. B
King, Miles Davis, Stan Kenton, Chuck Mangione, Dave Brubeck,
John Lee Hooker, Taj Mahal, John Coltrane, Billie Holiday, Count
Basie, Thelonius Monk, Dizzy Gillespie, Ella Fitzgerald, Charlie
Parker, Charles Mingus, Mary Lou Williams, Nat King Cole, Frank
Sinatra, Tony Bennett, and Wynton Marsalis.
Opera: Mostly from the romantic period. This is another surviving facet
of high culture. Examples include operas by Rossini, Verdi, Puccini,
Bizet, and so on.
Rap and hip-hop: classic and contemporary works by rap and hip-
hop artists. Examples include Ludacris, Jay-Z, 50 Cent, Eminem,
Kanye West, Queen Latifah, Snoop Dogg, N.W.A, Salt-N-Pepa,
Tupac Shakur, Chris Brown, Lil’ Wayne, Nas, The Black-Eyed
Peas, Drake, JID, and Wiz Khalifa.
Rhythm and Blues, Funk, and Soul: classic and contemporary
performers perform rhythm and blues music, as well as its funk and
soul subgenres. Examples include Tina Turner, Luther Vandross,
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Aretha Franklin, James Brown, Otis Redding, Ray Charles, Sam
Cooke, Marvin Gaye, Wilson Pickett, the Supremes, Percy Sledge,
Ike and Tina Turner, Smokey Robinson, Gladys Knight, Stevie
Wonder, the Temptations, Waylon, and T-Wayne.
Rock encompasses all styles of music, past, and present, including
old rock and roll, classic rock and roll, jazz rock, folk rock, hard rock,
metal rock, industrial rock, grunge, and punk. Some examples include
Elvis Presley, Rolling Stones, Chuck Berry, the Beatles,
Steppenwolf, Led Zeppelin, Foo Fighters, Sex Pistols, Green Day,
Pink Floyd, Elvis Costello, Coldplay, Radiohead, Nirvana,
Wolfgang, Slapshock, and Nine Inch Nails.
Indie Music
Indie music began in the late 1980s in the United Kingdom and has
since developed into its own distinct genres, including Britpop (British
guitar pop music) and Riot Grrrl, a feminist punk rock movement,
among others. Things change quickly in the independent music
industry. Those independent artists who get successful online tend to
go into the mainstream.
It is a piece of music created, produced, and sold without the help of
big record companies. The term also indicates a genre that attempts
to differentiate itself aesthetically from key trends. Independent labels
are more eager to record fresh performers and trends that the larger
labels overlook (Danesi, 2018). Early rock, early rap, and other forms
were like this. If the musicians are successful, bigger labels will often
buy out or combine with these smaller firms.
Indie artists have joined the present music industry to set themselves
apart from conventional music producers. Indie music began in
underground music culture with cult-like followings. Famous indie
singers include Dave Days, Boyce Avenue, Rebecca Black, and
Agsunta, to name some.
Traditional Music in the Philippines
• Pre-Hispanic or Malayan-type music
Pre-Hispanic music in the Philippines may be found in isolated
portions of the nation, such as the highlands of northern Luzon
and the coastal and interior regions of the islands of Mindanao,
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Sulu, and other island groups in both the South and West. The
Philippines is home to more than a hundred main and minor
languages of the Malayo-Polynesian family. Despite the fact that
they speak various languages, they have a shared culture
(Maceda, 1971). There is a distinct Malayan impact on the pre-
Hispanic music of the Philippines, which is mostly based on the
syntactic structure of a Malayan language and connected with or
related to village feasts, family activities, and the belief in spirits
(anito).
• Hispanic-type Music
Most Filipinos associate Spanish culture with one genre of music.
In the late nineteenth century, in a few Spanish cultural centers,
this Mediterranean-style tune with guitar accompaniment
blossomed, spreading to neighboring islands where it is still
performed today. A simple harmonic arrangement between the
primary degrees of the scale is possibly hundreds of songs strong
(Maceda, 1971). “Folk” or love (kundiman) songs are played or
accompanied by a plucked-string orchestra (rondalla), specifically
guitar, harp, and keyboard, to name a few.
Audiovisual Media
Film is based on photographic technology. Camera obscura
(darkroom) was used by artists to draw in the Renaissance. In 1826,
French scientist Joseph Nicéphore Niépce (1765–1833) invented
the modern camera. Soon after, the French painter Louis J. M.
Daguerre (1787–1851) and the British inventor William Henry Fox
Talbot (1800–1877) invented photography. Early effective “moving
photographs” were created in 1877 by British photographer Eadweard
Muybridge (1830-1904) in California. Muybridge photographed a
running horse using a row of cameras with cords linked to their
shutters (Danesi, 2018).
Types of Film
Films are typically divided into three (3) types: narrative, documentary,
and animated (or cartoon) films (Danesi, 2018). A narrative film is a
work of fiction or a portrayal of actual events. In creating a film, there
are three (3) stages, mainly preproduction, production, and
postproduction. Preproduction is when the screenplay is written. The
screenplay may be an adaptation of a novel, short story, comic book,
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drama, or video game, or it may be original. In the production stage,
the screenplay is filmed. Postproduction (editing) is the last step of
filmmaking when non-linear sequences are edited together to form a
plot and other components like music, and special effects are added.
Notable narratives include Ang Babae sa Septic Tank, the Marvel
Cinematic Universe, the Wizarding World, Miss Granny, and
Etiquette for Mistresses.
A documentary is a nonfiction film that depicts real-life circumstances
with people explaining their thoughts and experiences to a camera or
interviewer. Theaters seldom screen documentaries. They are viewed
on TV and on various streaming sites like Netflix. Notable
documentary makers are David Attenborough, Kara David, and
Atom Araullo, to name a few.
Animated films are narrative stories intended for children. A
storyboard is a set of drawings that depicts the essential portions of
the tale. Before, animations were made by creating drawings for
backdrops, décor, and character appearances and temperaments
individually. Today, most animated films are created digitally. Notable
animated filmmakers include Illumination Entertainment, Pixar,
DreamWorks, and Sony Pictures Animation.
Genre Analysis
Among pop culture studies, genre analysis is an important
component. Scripts for early films were inspired by books, pulp fiction,
vaudeville, the circus, and other popular entertainment sources of the
turn of the century. In today's movies and TV shows, the public
imagination is frequently satiated by genres like crime, mystery,
romance, adventure, horror, thriller, espionage, and so on. But the film
has also generated new genres and grown into a contemporary art
form.
Video Culture
In the late 1980s, big film releases were made accessible for home
video viewing shortly after leaving the cinema. A Sony Betamax tape
recorder, introduced in the late 1970s, was the first to be
commercialized. The popularity of the technology was shortly
overshadowed by RCA's cleverly advertised VHS videotape format.
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Some Firsts in the Philippine Cinema
• In the Salon de Pertierra at number 12 Escolta, a 60mm Gaumont
Chrono-photograph projector is used to show Un Homme Au
Chapeau (Man with a Hat), Une scene de danse Japonaise
(Scene from a Japanese Dance), Les Boxers (The Boxers), and
La Place de L’Opera (The Opera Place) on January 1, 1897.
These four (4) French films were the first to be presented in the
Philippines (Fernadez, 1981).
• In 1898, local filmmaker Antonio Ramos used a Lumiere camera
to shoot Panorama de Manila (Manila landscape), Fiesta de
Quiapo (Quiapo Fiesta), Puente de España (Bridge of Spain),
and Esceñas Callejeras (Street scenes), all of which were shot
in Manila.
• Zamboanga, starring Fernando Poe Sr. and Rosa del Rosario,
was the first Filipino film to win an international award in 1937.
Director Frank Capra praised the film as it was the most
fascinating and gorgeous image of local life he had ever seen.
Genghis Khan, directed by Manuel Conde and debuted in 1950,
was a hit at the Venice Film Festival in 1952 and in Paris in 1954.
Hollywood reinvented Genghis Khan with John Wayne as the
protagonist.
Philippine Television
DZAQ-TV Channel 3 of Alto Broadcasting System (ABS) in Manila
was the first television station to broadcast in the Philippines in 1953.
In 1956, the Chronicle Broadcasting Network that was owned by
the Lopezes purchased this television station and began
broadcasting. With the purchase, the ABS-CBN Broadcasting
Network was officially born (NCCA, 2015).
Cable television has had the most rapid expansion in the television
business. The rise of early cable television, which was established in
1969, was stifled under the Marcos government due to an order
providing an exclusive license to a business ally to build and run cable
TV nationwide. President Aquino revoked this ordinance in 1987. The
debut of satellite programming by ABS-CBN and GMA in 1991
heightened interest in cable television. Provincial community
antenna TV (CATV) networks have been installed to receive
broadcast signals from Manila-based stations.
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While broadcast codes require stations to carry public affairs and other
developmental programs, contemporary programming concentrates
on "hard" storylines that emphasize power plays, competitiveness,
and violence. The broadcast business has shown sensitivity to rising
public criticism for its imbalanced programming in recent years, and
there has been a visible growth in public affairs programming (other
than news shows), which has lately acquired a popular following.
During this time, the use of the English language is widespread. As a
result of their usage of the English language in different forms, these
shows are only accessible to those who are fluent in the language.
False impressions have been formed that Filipino is not a suitable
language for intellectual conversation because of the widespread
usage of Filipino in entertainment programs.
Today, many people like watching shows that serve the greater good.
There are several videos and TV shows that depict the poor receiving
medical and other sorts of social aid, which enables the public to seek
remedy for their problems through television, albeit only for a limited
time.
The Philippine Children's Television Foundation (PCTVF) and the
ABS-CBN Foundation have made it possible to produce world-class
educational children's shows. For elementary school students, PCTVF
has the award-winning Batibot, while ABS-CBN has the science
school on-air, Sine'skwela, which has been airing since 1994, the
values-oriented program Hiraya Manawari, the heroism and heritage
show Bayani, the quirky English show Epol Apple, and the
mathematics show Math Tinik for primary and intermediate school
students.
Advancements in Film and Television Broadcasting
Netflix and other online streaming platforms have replaced video
recorders and video rental establishments (Danesi, 2018). An
example of this is Netflix which is an entertainment corporation created
in 1997 that specializes in streaming media and video-on-demand.
Since then, Netflix has added new programming termed “Netflix
Originals” to its growing online film and television collection. Netflix
and other online streaming platforms have entirely merged TV and
film, producing hundreds of new movies and shows every year.
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Online streaming platforms such as Netflix have tremendously
affected how people watch movies nowadays. This new aesthetic and
technical alliance between cinema and television will likely become
the major method viewers see films and programming in the near
future. This has important consequences for film and pop culture in
general, given the social role of movie theaters and TV consumption.
These new platforms enable viewers to watch TV series and movies
at their own pace. Because any episode may be streamed at any
moment, cliffhangers, for example, are no longer dependent on a
chronological component. Also, Netflix may foster a show until it “finds
an audience.”
Video Games
Some historians claim that video games on a console originated as
arcade games in the Roaring Twenties. A home video game is an
arcade game with extra features. The electronic tennis game Pong
launched the video-game business to America in the early 1970s. This
business almost failed in the mid-1980s until Japanese firms like
Nintendo took over and improved gaming technology while producing
iconic adventure games like Donkey Kong and the Super Mario
Brothers.
Video game currently refers to any electronic game, whether played
on a computer with appropriate software, a gaming console, a mobile
device, or online. In today’s generation, there are currently a lot of
video game genres and formats a user can choose from.
Figure 4. From the simple pixelated graphics of pong, technology, and video games have evolved hand in hand
Sources: https://www.theguardian.com/technology/2008/apr/17/games.atari, https://sirusgaming.com/resident-evil-
3-remake-on-ps5-use-dualsense-life-colors/
Advertising and Branding
The term advertising was derived from the medieval Latin verb
advertere, which is defined as “to direct one’s attention to.” There are
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many different kinds of public announcements, but they all have the
same purpose: to increase sales of certain products or services, to
convey a social or political message. (Danesi, 2018).
The first recorded advertising material during human civilization was
the use of outdoor signs displayed outside shops in the ancient cities
of the Middle East during 3000 BCE. This form of advertising is also
seen in ancient Greeks and Romans.
In branding, brands are more than just the name of the product.
Instead, branding delivers a promise to the consumer based on
cultural trends, artistic movements, and various emerging social
patterns. Pop culture has led various celebrities, from movie actors to
sports figures to be in an advertisement and be with the brand.
Techniques
There are various techniques used by advertisers, no matter what
media it appears. This includes positioning, image-creation,
mythologization, aestheticization, reality advertising, and simulation
(Danesi, 2018).
• Image-creation
Creating an image for a product involves giving it a “personality”
that can be marketed to certain demographics. The image is made
up of the product's name, packaging, logo, pricing, and general
presentation. The aim behind developing a product picture is to
target certain people, not everyone, so that the targeted persons
may see their own personalities portrayed in the appropriate
lifestyle photos.
• Mythologization
Mythologization uses unconscious archetypal motifs to construct
a commercial image. Advertising for beauty and cosmetic goods
often include themes such as striving for beauty, conquering
death, and other similar themes. The individuals in the relevant
advertising and commercials are gorgeous, yet their appearance
is surreal, mythological.
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• Aestheticization
Aestheticization refers to the application of visual artists' practices.
Using bizarre imagery and juxtaposing subject matter, surrealist
artists make perfume commercials that depict ladies surrounded
by a black abyss or emerging magically out of nothing. Many
perfume commercials are surrealist artworks.
• Reality Advertising
Real-life advertising uses real people and celebrities instead of
professional actors. Consumers prefer real people and celebrities
over actors. The subtext is clear—anyone can seem attractive,
seductive, and youthful with a little assistance from a designer
perfume or clothing item. Like reality television, the tactic engages
with customers.
• Simulation
Simulative advertising is the utilization of popular culture styles,
trends, and language to construct advertising messages.
Placement
Placement is a sort of subliminal advertising, impacting people's
thinking without their knowledge. The most successful advertising
campaigns have used popular culture themes, trends, and fads, or
well-known personalities or celebrities.
Advertising and Branding in the Philippines
A major portion of the Philippine economy began to rely on advertising
throughout the 1950s. Advertisement helped change the preferences
of Filipinos, who had previously preferred imported items. Initially,
Filipino firms were skeptical of the value of spending money on
advertising, but they soon realized the benefits. Finding new markets
for local goods and boosting demand for current ones were among the
advertising's primary responsibilities. A massive industrialization trend
occurred in the country between 1949 and 1959, which helped
advertising (Lent, 1969).
The Philippines has become a brand-conscious market. Most
consumer items are promoted through advertising, and most of the
country's top advertising agencies are multinational. The Philippines'
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advertising industry has gone beyond conventional tri-media (print,
TV, and radio).
Local advertisers today employ electronic billboards, online
advertising, mass transit or public transportation advertising, special
events and product debuts, direct marketing, social media promotion,
and other means to sell their goods. However, many market sectors
are “localized” versions of product promotion and brand-building.
Celebrity endorsements or other high-profile figures are also a tried
and tested recipe for local advertising.
Pop culture has always relied on advertising to survive. Advertising is
adaptable, seeking new forms of representation and media outlets to
reflect shifting societal trends and ideals. Advertising, like any passing
text or trend, is an aesthetic experience that we enjoy regardless of its
goals. Advertisements are meant to sway, delight, and entice.
Popular Language
Social trends and movements may be documented via the use of
words. In the formation and development of popular culture, language
has played and continues to play an important role. Dance and music
are just as much a component of a show as pop language, which takes
the form of popular catchphrases disseminated by the media.
Before new forms of languages emerge, there is always the main
language every country speaks. As an effect of pop culture, a new
language has been developed.
Philippine Language
Throughout history, the Filipino languages have been impacted by
numerous different linguistic groups as well as each other. Their
proximity to Asia has opened doors for commerce and communication
with other countries and languages (Lopez, 1967). Various
occupations of the area by different countries brought the Filipino
languages into direct touch with numerous other languages, which
influenced them.
The earliest Indonesians arrived in the Philippines in groups about
5,000-6,000 years ago, then again around 1500 B.C. Due to their
similar linguistic beginnings, Tagalog and Bahasa Indonesia are likely
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the original languages of the Filipino people (although other groups of
people are thought to have come to the Philippines much earlier).
Despite English being no longer recognized as a main language in the
Philippines, it is nevertheless taught in public schools alongside
Filipino (which is based on Tagalog). Several English terms have
made their way into the Filipino language and various dialects, where
they are simply conjugated and altered to meet the language's
traditions (Hemphil, 1962).
As an example, "Maaram ko mag-adjust"– "I know how to adjust" is
an English phrase that is used in certain languages to signify "move"
(as in "magtransfer kami sa Maynila"– "we are transferring to Manila").
There are several ways in which Filipino dialects continue to borrow
terms from each other. Since all Filipino languages have a similar
ancestor, it may be difficult to tell which terms originated in one
language and which were taken from another later. There is a lot of
variation in the meanings of these phrases in other languages, so it is
important to avoid making mistakes (Bautista, 1998).
Defining Pop Language
Magazine and newspaper pieces, as well as radio announcements,
began to utilize the same conversational language that appeared in
pulp fiction and dime novels.
The voice of popular culture is expressed through pop language. It's
essentially a modern-day variant of the kind of polyphonic speech that
was utilized during carnivals to satirize the monotony of serious
conversation. For as long as people have spoken, the pop language
has been a counterpoint to more traditional means of communication.
This can be observed in the way it flips words around to give them
new meanings.
The term cool exemplifies what popular language is all about and
what connotations it conveys. Since the 1920s, young people have
used it to describe appealing lifestyle pictures. Flappers were hip, as
were rock stars, rappers, and celebrities. Cool has several synonyms
throughout pop culture history. Among them are hip and groovy, the
former confined to the hippie period and the latter to the 1960s. The
1960s counterculture youth were dubbed hippies for a reason. They
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were cool, eschewing normal rituals, traditions, and lifestyles. The
word hip-hop, coined in the 1980s to represent the rap music culture,
has the same connotation.
Slang
While first seen as slang words, "duh," "dude," and "dope" have
evolved into colloquialisms and have become part of popular culture.
In the late 1990s, the word "duh" began to appear in the media, from
movies to television shows, and even entered the vernacular for a
short period of time. This is an example of how a media slang item
may take on with the general audience.
Additionally, slang has vulgarity that allows performers and singers to
express themselves without fear of consequences. However, when
used in this way, the vulgarity loses its potency or, at the very least,
its effect. "F" stands out as an example of the four-letter "F-word." It is
utilized often in movies but in a way that no longer catches people's
attention. However, the word's original role in pop culture
performances was more subversive.
Many slang terms today have had their meanings altered due to the
neutralization of profane content. As an example, the word ho, like a
pimp, is used to characterize a fiancée or fiancé in a flattering rather
than derogatory manner. Despite the fact that the term was derived
from a derogatory word, it has since been used in popular culture to
make fun of its original meaning.
Slang in Social Media
In order for a specific language trend to spread, it must be mediated
and used by a significant number of individuals. Mediators such as
Facebook and Twitter may be found nowadays (Danesi, 2018). In fact,
the language used in various mediums has evolved into its own
distinct dialects. Friendship on Facebook is distinct from friendship in
the real world, although the line may be a hazy one at times. Slang
terms and acronyms like the following are becoming common on
Facebook:
• dead: funny, hilarious
• facestalking: browsing through someone else’s Facebook
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• fbc: Facebook chat
• fbf: Facebook friend
• shelfie: picture of objects arranged on a shelf
Twitter has also generated its own lexicon, forming its own slang style.
Here are some examples:
• FOMO: fear of missing out
• twabstinence: cutting back on Twitter time
• twabulous: fabulous tweet
• ztwitt: to tweet extremely fast
Regardless of the content, these social media slangs foster and
reaffirm social ties between users. Social media has created the types
of rituals it needs for communication to be fluid and robust on its
platforms.
Effect of Pop Culture on Spelling
Pop language is a compressing language, employing abbreviations
not just to speed up communication but also to convey subtleties of
meaning. This may be observed, for example, in the way certain artists
spell their names. Hip hop singers, for example, have developed a
phonetic style that proclaims, "I'll do it my way, and not the way typical
English speakers do it." Here are a few examples of rappers' names
spelled in unique ways:
only an indication of education; it's also an indicator of how well you
talk and write.
Rap artists' spelling style (how ya doin', I got enuf, etc.) is now a
common feature of pop language. But even before the emergence of
rap, a similar style had been adopted by the mainstream music
industry. When it comes to rock bands, Def Leppard, The Monkees,
and the like, many of them intentionally misspelled their own names.
The Concept of Textspeak
Many of the social media spelling and vocabulary patterns listed
above may be categorized as textspeak; the language used to
communicate written communications through different digital
channels, notably mobile devices (Danesi, 2018). Textspeak is a sort
of shorthand (based on abbreviations, acronyms, alphanumeric
symbols, etc.) that allows for rapid and efficient textual
communication. But, as we've seen, it's much more than that.
Textspeak is universal.
Textspeak (TS) is the logical abbreviation of a word or phrase. For
example, I love you is abbreviated to ilu. The TS form is decipherable
by experience. Words and phrases regularly used in communication
are carefully reduced. Professionals including physicians and
attorneys increasingly utilize TS to communicate. TS has made it
much simpler for professionals to interact swiftly and effectively.

• Snoop Dogg Examples of Textspeak:

• Ja Rule Textspeak Translation
afk Away from keyboard
• Eazy-E
rofl Rolling on the floor laughing
• Lil Jon
brb Be right back
• Timbaland lol Laugh
• Busta Rhymes g29 Got to go
• Coolio btw By the way
• Jay-Z lmao Laughing my a** off
• Mystikal
• The Notorious B.I.G. Swardspeak
Given here are the names Portugal, Tom Jones, Luz Valdez, and
Rap artists are asserting a form of linguistic independence from white Mahalia Jackson – as well as the word anaconda. To the average
culture by defying orthographic and grammatical norms. Spelling isn't reader, they mean what they represent: Portugal is a country, Tom

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Jones is a British singer, Luz Valdez is an actress, Mahalia Jackson Replacing Syllable Original Word New Word
is a gospel singer, and an anaconda is a large snake. However, in the
LGBTQIA+ community, they mean entirely different things. These -ish Huwag (do not) Witish
(from the variation, wit)
words are part of their ever-growing language being spoken by
everyone – regardless of gender: swardspeak. Sinetch
-itch Sino (who) (with local phonetic
substitution)
As a subset of slang, swardspeak (or the “gay lingo”) is characterized
as a language that incorporates various languages and names and -ech Ito (this) Itech
integrates them in creative ways. Etymologically speaking, the term -ush / -oosh Taray (bratty) Tarush (awesome)
“sward” is Filipino slang for gay. Originally a coded language for the
gay community, it has since then become widespread and well-known -er / -ur / -or Hello Heller
– with some words already incorporated in the everyday vernacular. (localized as Haller)
(Racoma, 2013)
• Inversion is the deliberate switching of either the word’s entire
Swardspeak can be classified based on how the words are made spelling or syllabic placement. This is mostly observed in the
and/or used in the sentence’s context. Most of the terms are borrowed Cebuano swardspeak.
from other cultures. E.g., Lain (unpleasant) becomes nial (unpleasant).

• Syllabic substitution is the changing of one (1) syllable to a word
to give it a new form unique only to those who know them. The
substituted syllable can interchange with the others. The definition
of the word may be retained or changed, depending on the
context.
• Word plays are the intentional use of words that have localized
versions of the intended words, usually in the form of puns.
E.g.,
• Libre (free) becomes liberty (free)
• Feel becomes Fillet O’Fish (Feel-let O’Fish)

Examples: • Deliberate homophones are the usage of words that sound

Replacing Syllable Original Word New Word similar to the words that will be used in the conversation. These
Jo- / Sho- Asawa (spouse) Jowa are mostly through the use of foreign words whose phonetics have
a similar version to the local words.
Ju- / Shu- Kapatid (sibling) Shupatid E.g.,
Ky- Mabaho (stinky) Kyoho • Geisha is homophonous to “gay siya”
Ny- Shorts (leg wear) Nyorts • Egypt is homophonous to jeep (vehicle)
Hanash
-ash Ganap (event)
(with H substitution)
• Name puns are the intentional use of famous celebrity names,
whether local or foreign, as descriptors for the intended words.
Jubis E.g.,
-is Obese
(with ju- substitution) • Gutom (hungry) becomes Tom Jones (the British singer)
Ako (I) • Huli (to be caught) becomes Julie Andrews (the English
-iz Akiz actress)
Akin (mine)

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• Borrowing is the deliberate usage of foreign words while retaining that is deemed popular by social media users. This means that pop
the foreign word’s meaning. culture is becoming memetic.
E.g.,
• Watashi (Japanese) is used to substitute the pronoun “I” or Virality
“me” Videos of unscripted comedy, humiliating occurrences, and anything
• Carry (English) is used in the Filipino context of “kaya else that is funny are the most likely to become viral, such as the
(capable)” Grumpy Cat meme or an established celebrity's musical
performance.
Visual Language
When it comes to social media, emojis have become a genuine
language of their own, being utilized by everyone from artists to
politicians to marketing and more. A number of prominent materials
are being translated into emojis, such as music songs, whole books,
and more.

Since emojis have become so widely available and widely used on

digital devices, it's evident that spoken language is shifting toward
pictorial representations.

Online Popular Culture

Celebrities, genres, lifestyles, fads, and other popular elements are
still around, but in a different form. In this digital age, most of them
have also become part of the internet.

Mash-up Culture
The phrase “mash-up culture” describes the ever-expanding internet
pastiche culture where everything may be mixed, from physics to
music and comedy fads. This situation has changed the globe, blurring
the barriers between serious and fun cultures. People tend to be less
interested in intellectual, artistic, and other types of culture. Unless we
are seeking particular information, it is unlikely that it will be
entertaining (such as medical).
Meme Culture
Popularity now depends on virality (YouTube videos) and memes—
ideas that spread through pictures, words, behaviors, or other means.
Popularity is now made and entrenched on Facebook, Twitter, and
other social media platforms. Memes have replaced agents, radio
hosts, TV producers, and other pop culture providers as they are
considered the new marketers. However, they only carry information
Figure 5. A collage of memes that have become famous over the years
Source: https://knowyourmeme.com/memes/memes
Famous viral videos have a few characteristics, such as the following,
based on their content:
• the length of the title — the shorter, the better
• the running time — again, the shorter, the better
• the degree of humor in the video — the more ludicrous or satirical,
the better
• the element of surprise
• talent — the more someone displays talent in some area, the more
viral it can get.
When it comes to an understanding of how pop culture has evolved,
viral videos are a great place to start. Whether it's an ancient rock and

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roll album, a modern jazz piece, or a comedy rerun, YouTube has all
of it. For example, millions of DIY videos may be found on YouTube.
As a result, the artists, actors, and performers may find their way into
other forms of media. When it comes to media convergence, YouTube
has become the hub for DIY projects as YouTube is one of the most
popular websites on the internet, with over a billion monthly users
watching more than six billion hours of video.

References:
Bean-Mellinger, B. (2018). Introduction of print media. BizFluent.
https://bizfluent.com/facts-6852659-introduction-print-media.html
Danesi, M. (2018). Popular culture: Introductory perspectives. Rowman & Littlefield.
Enaka, E. H. (1998). American-English on Philippine radio and television. CORE –
Aggregating the world’s open access research
papers. https://core.ac.uk/download/pdf/230942501.pdf
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
Hemphill, R. J. (1962). The Philippine Language Scene. Philippine Sociological Review,
10(1/2), 26–33. http://www.jstor.org/stable/41853468
History of Philippine cinema. (2015, June 2). National Commission for Culture and the
Arts. https://ncca.gov.ph/about-ncca-3/subcommissions/subcommission-
on-the-arts-sca/cinema/history-of-philippine-cinema/
Lent, J. A. (1998). Comic Art in the Philippines. Philippine Studies, 46(2), 236–248.
http://www.jstor.org/stable/42634259
Lent, J. A. (1969). Advertising in the Philippines. Philippine Studies, 17(1), 72–96.
http://www.jstor.org/stable/42634497
Lopez, C. (1967). Origins of the Philippine languages. Philippine Studies, 15(1), 130–
166. http://www.jstor.org/stable/42720176
Maceda, J. (1971). Means of preservation and diffusion of traditional music: The
Philippine situation. Asian Music, 2(1), 14–17. https://doi.org/10.2307/833808
Philippine television: That's entertainment. (2015, June 2). National Commission for
Culture and the Arts. https://ncca.gov.ph/about-ncca-
3/subcommissions/subcommission-on-cultural-
disseminationscd/communication/philippine-television-thats-entertainment/
Philippines - Trade promotion and advertising.
(n.d.). https://www.export.gov/apex/article2?id=Philippines-Trade-
Promotion-and-Advertising
Racoma, B. (2013). Swardspeak: The colorful language of the Filipino gay community.
Day Translations. https://www.daytranslations.com/blog/filipino-gay-
community/
Sarigul, F. A. (2016). The impact of print media on popular culture: Umberto Eco’s
Number Zero. Neliti. https://media.neliti.com/media/publications/224874-the-
impact-of-print-media-on-popular-cul-4ec9bf97.pdf
Savillo, L. (2020). Gay Filipinos coin the coolest kind of slang with 'Beki' talk. Vice.
https://www.vice.com/en/article/939qxv/gay-filipino-beki-language-slang

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