IT2402

Input and Output

Input is the process of entering data in software running on a computer through typed text, various types of
files, or mouse commands. Word processing programs such as Microsoft Word often take its input as
alphanumerical data according to a user’s keystroke.
Output is the data processed by the software that can be directed at printers, screens, monitors, and other
devices that display output. Programmers’ output is usually a working application or software.
Output (Soma, T. & Streib, J., 2023)
A program must perform or produce any type of output to be considered useful. The output can be in any
form such as output to a screen, a disk, a printer, or even in a form of movement found in robots in a
manufacturing site. In programming, only output to a screen is expected.
The “Hello World!” program is one of the most common first programs when learning a new language,
as it ensures that the beginner is writing a program correctly and using the compiler properly.
1 class OutputSample {
2 public static void main(String[] args)
3 { [Link]("Hello World!");
4 }
5 }

To refresh, the line 3 is a Java statement. This statement outputs the string within the double quotation
marks to the screen. The standard output device, by default, is the computer monitor. The Java statement is
terminated with a semi-colon (;).
Java uses [Link] to refer to the console output, the output sent to the console. Console output is
performed by simply using the println method to display a primitive value or a string to the monitor.
The println method is pronounced as “print line,” although it is not spelled that way. The println
method is part of the Java API, a predefined set of classes used in any Java program that are not part of the
language.
The print in println causes the string in the parenthesis to be the output to the computer screen. The
ln, however, causes the cursor on the screen to move down to the next line.
This sample program displays Hello World! with a _ (cursor) on the second line, provided there are no
errors. The double quotation marks are not considered output to the screen, and the cursor (_) appears on
the next line. Using the same sample program, if ln is removed, such as:
[Link]("Hello World!");
The output becomes: Hello World!
The difference this time is the cursor is placed next to or at the end of the string rather than displayed on the
second line. There are instances where the cursor does not appear on the screen and the difference could
not be observed. It is still important to know where the cursor is located so that the output is correct.

The following statements display the strings on two lines and the cursor on the next line.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 1 of 63
 IT2402

Hello
[Link]("Hello"); World
[Link]("World!"); !

The following statements display the strings on the same line since neither included ln, and no space at
the end of the strings was indicated.
[Link]("Hello");
HelloWorld!
[Link]("World!");
The following statements can mimic the proper format of the output, but this one requires three (3)
statements.
[Link]("Hello "); Hello World!
[Link]("World! ");
[Link]();
Adding a [Link](); statement does not always produce a blank line. The only time a
blank line is produced is when there is not a preceding [Link](); statement on the same
code segment.
Input (Soma, T. & Streib, J. 2023)
Inputs, much like outputs, can come from different sources, such as a mouse, a keyboard, a disk, or even
sensors on a robot in the industrial industries. The input process is vital as it is the way to change the output
of a program anytime the programmer wants to modify it through editing and recompiling it before
executing it again.
The import statement is added to use a predefined method for input. All predefined classes and methods
in Java API are organized into packages. The packages that will be used in a program are identified by the
import statement.

The [Link]; statement can be used to import the Scanner class of the
[Link]
package.
1 import [Link].*;
2 class InputOutput {
3 public static void main(String[] args)
4 { int num;
5
6 Scanner scanner;
7 scanner = new
8
9 Scanner([Link]); num =
10
[Link]();
11
12
[Link]("The integer is " + num);
}
}
The program above uses an asterisk (*) to indicate that any class inside the [Link] package can be
used and referenced in the program. It includes classes that support collections, data, and calendar operations.
Another package is [Link], which includes the System and Math classes. This package is automatically

05 Handout 1 *Property of STI

 [Link]@[Link] Page 2 of 63
 IT2402

imported into all Java programs so this package does not need to be imported.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 3 of 63
 IT2402

In the given program, for input to work properly, a place to store the data entered is needed. The first
statement declared in the main method (line 4) is the variable num as type int.
The next statement (line 6) is the declaration of the variable scanner of type Scanner, which is not a
primitive data type but a class.
Line 7, which has the scanner = new Scanner([Link]); statement, creates a new instance of the
Scanner class, in other words, a Scanner object. Java uses [Link] to refer to the keyboard, which is
considered the standard input device.
Input is not directly supported by Java, unlike output. The Scanner class can be used to create an object to
get input from the keyboard.
The statement on line 7 assigns a reference to the new object to the variable scanner. The import
statement and the statements in lines 6 and 7 are a must in any program that needs to input data.
The statement on line 9, shows the Scanner object is used to scan the input for the next integer. The
nextInt() method makes the system wait until an integer is entered from the keyboard. Once an integer
is entered, it is assigned to the variable num. Side note, nextDouble() is used to read double data type
numbers, the next() method reads a word of a String type that ends before a space, and the nextLine()
method reads an entire line of text of type String.
If the code above is executed, a blinking cursor will appear on the console output or the monitor. For regular
people who are not familiar with programming, they might not know what to do when they see this.
A [Link]("Enter an integer: "); statatemet before the nextInt() method can be
useful. It will serve as a prompt which is an output message to understand what is expected to be entered. A
prompt must also be user-friendly and not aggressive and must state what value needs to be entered.
The final code will look like this:
1 import [Link].*;
2 class InputOutput {
3 public static void main(String[] args)
4 { int num;
5
6 Scanner scanner;
7 scanner = new Scanner([Link]);
8
9 [Link]("Enter an integer: "); //new added
prompt num = [Link]();
10
11
[Link]("The integer is " + num);
12
}
13 }

The result of the program should be similar to the following:

Enter an integer: 8
The integer is 8
_
References:
Agarwal, S. & Bansal, H. (2023). Java in depth. BPB Publications.
Ciesla, R. (2021). Programming basics: Getting started with Java, C#, and Python. Apress.
Soma, T. & Streib, J. (2023). Guide to Java: A concise introduction to programming.
05 Handout 1 *Property of STI
 [Link]@[Link] Page 4 of 63
 IT2402
Springer.

CONTROL STRUCTURES
A program performs decision-making to determine the sequence in which it will execute the instructions.
Control statements are used to control the execution flow of the program. The execution order of the
program is based on the supplied data values and the conditional logic. Java supports the following types of
control statements: Selection, Repetition, and Branching.

Selection (Agarwal & Bansal, 2023)

Selection statements are decision-making statements that include if, if-else, and switch statements.

if statement
The if decision construct is followed by a logical expression wherein data is compared, and a decision is
made depending on the comparison result.

This statement has the following syntax:

if (boolean-expression){
statements;
}

For example:
int a=16;
if (a%2==0){
[Link]("This is an even number");
}

The example lets the program decide whether the output matches the condition of the Boolean expression.

if-else statement
It is an extension of the if statement that provides an alternative action when the if statement results in
a false outcome. The else block is executed whenever the if statement is false. A block is the set of
statements between two curly braces ({, }).

This statement has the following syntax:

if (boolean-exprsn){
statements;
}
else{ statemen
ts;
}

For example, a code determines whether aNum1 or aNum2 holds a higher value.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 5 of 63
 IT2402
if (aNum1 > aNum2)
{
aMax = aNum1;
}
else {
aMax = aNum2; I
}
If the value of aNum1 is greater than that of aNum2, the statement in the if block is executed; otherwise,
the statement in the else block is executed.

Extending the if statement example with an else block in case the condition of the if statement is not met
or if it is false.
int a=16;
if (a%2==0){
[Link]("This is an even number");
}
else {
[Link]("It is an odd number");
}

switch statement
It is considered an easier implementation of the if-else statement. It is used whenever there are multiple
values possible for a variable. This statement successfully lists the value of a variable or an expression
against a list of byte, short, char, or int primitive data types only. The statements linked with that case
constant are executed when a match is found.

The syntax includes:

1 switch (variable-name)
2 {
3 case exprsn1:
4 statements;
5 break;
6 case exprsn2:
7 statement;
8 break;
9 case exprsn3:
10 statement;
11 break;
12 default:
13 statement;
14 }

The switch keyword is followed by the variable in parentheses, such as in line 1.

Each case keyword found in lines 3, 6, and 9 is followed by a case constant (exprsn1/2/3). The data type
of the case constant must match that of the switch variable. Before entering the switch construct or
statement, a value should be assigned to the switch variable.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 6 of 63
 IT2402
The break statements in lines 5, 8, and 11 are used to cause the program flow to exit from the body of the
switch control. Control goes to the first statement following the end of the switch construct. If unused,
the control passes to the next case statement and the remaining statements are also executed.
The statement associated with the default keyword such as in line 13 and line 12, respectively, is
executed if the value of the switch variable does not match any of the case constants. Take note of the
following:
 The default label must always be the last option in the switch construct if used
 The case expressions can be of either numeric or character data type
 The case constants in the switch statement cannot have the same value

For example, the expression “day” in switch statements evaluates to “5,” matching with the case labeled “5.”
The code in case 5 is executed and results in the output “Friday” on the screen.
int day=5;
switch (day)
{
case 1:
[Link]("Monday");
break;
case 2:
[Link]("Tuesday");
break;
case 3:
[Link]("Wednesday")
; break;
case 4:
[Link]("Thursday");
break;
case 5:
[Link]("Friday");
break;
case 6:
[Link]("Saturday");
break;
case 7:
[Link]("Sunday");
break;
default:
[Link]("Invalid entry");
break;
}

Repetition (Agarwal & Bansal, 2023)

Repetition statements are looping statements that include while, do-while, and for statements.

A loop causes a section of a program to be repeated based on the specified number of times. This repetition
continues while the condition set for it remains true. Otherwise, the loop ends and the control is passed to
the statement following the loop construct.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 7 of 63
 IT2402

while loop statement

It is a looping construct that continues until the evaluating condition becomes false. The evaluating condition
must be a logical expression and must return a true or a false value. The variable checked in the Boolean
expression is called the loop control variable.
The syntax goes as follows:
while (boolean-exprsn)
{
statement;
}

The if statement and the break and continue keywords can be used within the while block to exit the
loop. For example, a code that generates the Fibonacci series, wherein each number is the sum of its two
preceding numbers. The series starts with 1.
Output:

public class FibonacciDemo {

public static void main (String a[])
{

int i1 = 1, i2 = 1;
[Link](i1);

while (i1<=i2)
{
[Link](i2);
i2+= i1;
i1=i2-i1;
}
}
}
Figure 1. Fibonacci results. Retrieved from Agarwal, S.
& Bansal, H. (2023). Java in depth. BPB Publications.

do-while loop statement

Another looping statement that lists the conditions after the statements to be executed. This statement can
be considered a post-test loop statement. First, the do block statement is executed, and then, the condition
given in the while statement is checked. In this case, even if the condition is false in the first attempt, the
do block is executed at least once.

The syntax goes as follows:

do
{
statement;
} while (expression);

See the example below.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 8 of 63
 IT2402
int j=1;
do
{
[Link](j);
j++;
} while (j<=10);

The do block is executed first and the current value “1” is printed. Then, the condition j<=10 is checked.
After checking, “1” is less than “10,” so the control comes back to the do block. This process continues until
the value of j becomes greater than 10.

The while and do-while loops are used whenever the number of repetitions or iterations is unknown.
Iterations refer to the number of times the loop body is executed.

for loop statement

Compared to while and do-while statements, the for loop statement is used when iterations are
known in advance. This looping statement can be used when determining the square of each of the first ten
numbers.

The syntax goes as follows:

for (initialization-exprsn; test-exprsn, increment_exprsn);
{
statement;
}

The for statement consists of the for keyword followed by parentheses containing three expressions
separated by a semicolon. These expressions are the initialization expression, the test expression, and the
increment/decrement expression.
 Initialization – gives the loop variable an initial value. This expression is executed only once when
the control is passed to the loop for the first time.
 Test – executes the condition each time. The control passes to the start of the loop. The loop's body
is executed only after the condition has been checked. If the condition is true, the loop is executed.
Otherwise, the control is passed to the following statement.
 Increment/Decrement – this expression is always executed when the control returns to the
beginning of the loop.

These expressions are understood by the compiler; thus, writing the name of the expression is not needed.
For example, in a statement:
for (invar=o; invar<=10; invar++)
o invar is the loop
variable

05 Handout 1 *Property of STI

 [Link]@[Link] Page 9 of 63
 IT2402
o invar=o is the initialization expression
o invar<10 is the test expression
o invar++ is the increment expression

For all the parts, take this code snippet that calculates and prints the square of the first ten natural numbers
as an example.
int invar;
for (invar=1; invar<=10, invar++)
{
[Link](invar*invar)
} Th
e output of this is 1, 4, 9, 16, 25, 36, 49, 64, 81, and 100. The body of the for loop is enclosed within curly
braces. A common mistake programmers should avoid is terminating the for loop with a semicolon.
int invar;
for (invar=1; invar<=10, invar++);
{
[Link](invar*invar);
}

Since the for statement ends with a semicolon, it becomes a self-executing for loop that moves to the
next statement only when the condition in the loop becomes false. The for loop is exited when the value
of invar is 11; thus, the output is 121 from (11*11).

Branching (Agarwal & Bansal, 2023)

These statements transfer control to another part of the program.

break statement
It is a branching statement that can be labeled or unlabeled. This statement is used for breaking loop
executions such as of while, do-while, and for. It also terminates the switch statements.

The syntax includes:

 break; – which breaks the innermost loop or switch statement.
 break label; – which breaks the outermost loop in the series of nested loops. A nested loop is a
loop that exists within another loop.

Nested loop example: A for loop nested in if-else statement.
[Link]("Enter a range of loop greater than
0: "); int range = [Link]();
if (range > 0) {
[Link]("The output of the loop is:
"); for (int i = 1; i <= range; i++) {
[Link](i);
} //end of for loop
} else {
[Link]("The entered number is invalid.");
} //end of if…else statement
05 Handout 1 *Property of STI
 [Link]@[Link] Page 10 of 63
 IT2402

Another nested loop example: A nested for loop

int x, y;
[Link]("Multiplication Table of 1-
10:"); for (x = 1; x <= 10; x++) {
for (y = 1; y <= 10; y++)
{ [Link](x * y + "\t");
} //end of inner for loop
[Link]();
} //end of outer for loop

For the break statement example, when the if statement results in true, it prints “data is found” and comes
out of the loop immediately and executes the statement just following the loop.
public class BreakDemo
{
public static void main (String a[ ])
{ int num[]={2,9,1,4,25,50};
int search=4;

for(int i=1;i<[Link];i++)
{
if(num[i]==search)
{
[Link]("data is found");
break;
}
}
}
}

The output of this becomes:

Figure 2. Break statement. Retrieved from Agarwal, S. & Bansal, H. (2023). Java in depth. BPB Publications.

continue statement
It is used in looping statements such as while, do-while, and for to skip the current iteration of the loop
and resume to the next iteration.
continue; is used as the syntax of this statement.
For example:

05 Handout 1 *Property of STI

 [Link]@[Link] Page 11 of 63
 IT2402
public class ContinueDemo {
public static void main (String a[] ){

int num[]={2,9,1,4,25,50};
int search=4, found;

for(int i=1;i<[Link];i++){
if(num[i]!=search){
continue;
found=num[i];
}
[Link]("data is found");
}
}
}
In this example, the expression found=num[i]; is unreachable because of the continue statement. It
skips
the statement written after the continue statement and resumes the next iteration.

return statement
It transfers the control to the caller of the method. It is used to return a value to the caller method and
terminates the execution of the method. It has two forms: one that returns a value and the other that
cannot return a value. The returned value type must match the return types of the caller method.

The syntax includes:

 return values;
 return; – returns nothing, so this can be used when a method is declared with a void return type.
 return expression; – returns the value evaluated from the expression.

For example:
public class
ReturnDemo{ public
static void hello
{
[Link]("Hello"+ welcome());
}
Static string welcome ()
{
return ("Welcome to Java Programming");
}
}
In this example, the welcome() function is called within the println() function, which returns a string
value
"Welcome to Java Programming" which is printed to the screen.

THE VAST NETWORK

05 Handout 1 *Property of STI

 [Link]@[Link] Page 12 of 63
 IT2402
Key Concepts of Computer Networking

Computer Networking links computers for shared resources through the internet. Networking requires
computers to access multiple networks and share their resources for computer operations, including web
browsing, sending and retrieving emails, sharing files and images, and downloading music.

Organizations such as companies, schools, and government agencies enforce the use of single-user or general-
purpose computer networks for word processing, scientific computation, and control processing.

Network Categories based on Geography

Networks are categorized based on their geographic scope:

 Personal Area Network (PAN): The smallest type of network with a limited span interconnects compatible
personal devices. Examples include wireless earphones-to-smartphone and computer-to-printer connections.

 Local Area Network (LAN): This is used to interconnect and share computer resources in an establishment such as
a corporate building, house, or several buildings in a limited area.

 Campus Area Network (CAN): An enterprise network covering multiple buildings in a campus environment,
including universities and large organizations.

 Metropolitan Area Network (MAN): This covers multiple city buildings, traffic lights, and parking meters,
connecting wirelessly as a metropolitan area network.

 Wide Area Network (WAN): A much larger network covering vast areas, such as cities, provinces, and countries.
WAN can also be a bigger network consisting of LANs and MANs.
Network Architecture

It is a diagram displaying the structure of network devices and services to serve the clients' connectivity needs.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 13 of 63
 IT2221

Common Types of Network Architecture software and expedites the advancement of upcoming networking
technologies.
3.
Fulfilling the needs of the client is the biggest goal of computer
networks. Here are the three common types of enterprise networks:

1. Access networks in campuses and branches bring users and

devices together, such as linking employees in a corporate
building.

2. Networks for data centers in a company link multiple servers

with data and applications and make them easily accessible to
users.

Wide-area networks (WANs) connect users to programs and services,

such as hospital employees connecting to health application
The Open Systems Interconnection Model Application

Presentation
The Open Systems Interconnection (OSI) reference model of the
International Organization for Standardization was developed in
Session
1984 as an open standard for every communication system to allow
the interlinking of different types of networks.
Transport

Source: Beasly J., Nilkaew P. (2022). Networking essentials: Sixth edition.

Pearson. Network
Figure 1. The seven layers of the OSI model
Data Link
The OSI reference model has seven layers describing networking
functions, from the physical network interface to the software Physical
application interface. OSI model aims to provide a structure for
networking that secures compatibility in the network hardware and

05 Handout 1 *Property of STI

 [Link]@[Link] Page 1 of 63
 GE2405

The Layers of the OSI Model

1. Physical layer – gives electrical and mechanical connections to the network.

2. Data link layer – handles error recovery, flow control, and sequencing of terminals that are either sending or
receiving. It is the media access control (MAC) layer where MAC addressing is defined.

3. Network layer – acts as the network controller that receives outgoing messages and combines messages and
segments into packets with a header detailing the routing information.

4. Transport layer – liable for end-to-end delivery between devices. It deals with message integrity between
source and destination and segmenting and reassembling packets.

5. Session layer – provides the control functions required to start, manage, and end connections to satisfy user
requests.

6. Presentation layer – accepts and structures the messages for an application by converting the message from
one code to another. It also processes data compression and encryption.

7. Application layer: It interacts with application programs with communication components such as a web
browser and email. It is responsible for recording a message, understanding the request, and identifying the
information needed to support it.
Summary of the OSI Layers

Layer Function
Physical Handles signal and media
Data Link Assigned for the flow of data
Network Provides addressing and routing
decisions
Manages end-to-end delivery to
Transport
ensure error-free
packets
Session Establishes, manages, and terminates
sessions
Presentat Manages protocol conversion and data
ion translation
Applicati Provides support for applications
on

Network Types and Devices

These are devices required for communication and interaction between components on a computer
network, either wired or wireless.

Wired Network uses cabling and connectors to initiate network connections.

08 Handout 3A *Property of STI

Page 1 of 63
 GE2405

Wireless Network uses radio signals to initiate network connections. It is the most common home
network configuration today.

Network Type Advantages Disadvantages

Faster network data Specialized tools for
transfer speed cable connections
Wired Inexpensive setup Labor-intensive

08 Handout 3A *Property of STI

Page 2 of 63
 GE2405

Not susceptible to
outside interference
User mobility Security issues
Wireless
Simple installation Slower data transfer
Wired Network Devices

1. LAN Ethernet Cable – connects devices within a local area network. It is limited by length and durability
specifications resulting in a bad signal if the cable is too long or of poor quality.

2. Hub – interconnects networking devices but risks the broadcast of data it receives to all devices connected to
it.

3. Switch – initiates a direct connection from the sender to the destination bypassing the data traffic to ensure
data privacy, unlike a hub. It is best for interconnecting networking devices.

4. Cable Modem – uses a cable connection to create a broadband network connection from a home network to
the internet service provider (ISP). This setup needs a splitter to divide the cable TV from the home network.

5. Servers – provide resources, data, services, and programs to other computers or clients over a network. It is
tasked to handle complex operations such as databases, emails, and shared files.

6. Firewall – a security device that monitors and secures incoming and outgoing network traffic based on
established security policies. It is essentially the barrier between a private internal network and the public
Internet.

Wireless Network Devices

1. Wireless Access Point – connects wireless devices and provides a connection to wired LANs. The data
transfer speed for access points relies on the wireless technology of the clients.

2. Wireless Router – consists of a router, switch, and wireless access point that uses radio frequency to link
networking devices. It is the most common way to connect wireless LANs to the ISP’s access device.

3. Wi-Fi Modem – combines the functionality of a modem and a router, thus making it a convenient source for
Internet connectivity.

Various Network Topologies

Network Topologies

LAN is described by the protocol and the topology used for network access. The networking protocol is
the rule for users to exchange information. At the same time, the network topology is the physical and
logical arrangement of nodes such as a switch or hub and connections in a network.

08 Handout 3A *Property of STI

Page 3 of 63
 GE2405

The most common topologies for LANs are as follows:

 Point-to-Point – the simplest network topology where two devices, like a computer or router, are connected
directly. With this, the communication only flows between the two devices.

 Token Ring – Its deterministic nature ensures access to message transmissions at regular or fixed time
intervals for each connected station.

A disadvantage is that if an error changes the token pattern, it might stop circulating, causing data
traffic to stop. It is important to note that Ethernet technology has recently replaced token ring
topology.

 Bus – occurs when computers share the media for data transmission using a coaxial cable, preventing data
transmission from being extremely bandwidth efficient.

For example, if a computer prints a file, the data communication is only between the computer and
the printer. But in a bus system, each connected device can see the computer’s data traffic to the
printer. The other devices wait for pauses or halts before establishing their transmissions.
It is one of the reasons why bus topologies are rarely used in modern computer networks.

 Star – the most common networking topology in LANs today, where all the devices connect to a central
switch or hub.

For example, the hub or switch supplies the network connection if a computer needs to send data to
the laser printer. If a hub is used, the data is sent to the hub, which forwards it to the printer.

But a hub is a multiport repeater that broadcasts and displays the data it receives to the devices
connected. It also applies to all networking devices interconnected in a star network.

Additionally, to lessen unnecessary data traffic and isolate sections of a network, using a switch at
the center of a star network is much more ideal than a hub.

 Mesh – it is when the networking devices are directly connected where several paths exist between the end
devices.

Mesh topology can be divided into two types based on paths; fully meshed and partially
meshed. If a direct path exists from each end device to other end devices in the network, it is a fully
meshed topology. However, it is a partially meshed topology if multiple paths are observed between
the end devices.

When the Network and Internet Fails

Internet Privacy

08 Handout 3A *Property of STI

Page 4 of 63
 GE2405

Internet Privacy deals with the fundamental human rights of a person’s privacy on the Internet,
including the rights to the privacy of an owner's displayed, stored, and confidential information.

The importance of internet privacy is the control over identity and personal information. Without it,
anyone with malicious intentions can alter and use someone’s identity for their agenda, including stealing
money and identity theft.

Different Techniques to Protect Internet Privacy

Without internet privacy, interested third-party companies will collect and analyze every online activity to
take advantage of these data. Here are some techniques to protect internet privacy.

Securing Web Browser

Web browsers such as Google Chrome and Mozilla Firefox are the most used browsers online for their
specific features and familiarity, although a total security guarantee is not automatic.

Better check reviews and read about their security features before using a web browser. Try using
different web browsers for specific periods to compare interfaces and safety features before deciding.

Using a Virtual Private Network (VPN)

It is the best way to have Internet privacy. It does not just change the IP address; it also protects incoming
and outgoing Internet traffic with extensive encryption. Online activities and personal information stay
secure and private from snoopers because of this technology.
Double-checking Unfamiliar Links

Never trust links from suspicious emails, sketchy websites, and advertisements. Double-check the URL to
see if it has the correct format before clicking.

Although simply clicking a link does not mean it will contain malicious and harmful content, it still does
impose a more significant risk. Phishing sites often hide behind deceiving links that resemble a trusted
brand, which makes double-checking the link an essential habit online.

Limited Sharing on Social Media

Social media platforms like Instagram, Facebook, and Twitter are all publicly accessible. Their privacy
protection is optional by locking the account or making it private.

Threats can be avoided by simply limiting too personal posts on social media. Avoid providing
information that alludes to key information, such as favorite color or a pet’s name, which can be used as
clues to passwords and security questions.

08 Handout 3A *Property of STI

Page 5 of 63
 GE2405

Using Multi-factor Authentication

Multi-factor or two-factor authentication is an added verification step besides a conventional password.

Google applies this wherein the users must provide a specific code sent to their smartphones to access
their accounts.

Applying multi-factor authentication reduces the chances of online sabotage or falling victim to cyber
threats and cyber-attack. Network Security

As network devices exponentially increase, the protocols, standards, and configurations must be defined
on how they communicate with each other.

Network Security

It ensures the integrity, confidentiality, and accessibility of computer networks. It is relevant when
cybercriminals are becoming more dominant in exploiting new users and enterprises, then it is vital to
take extra precautions to avoid any data breach.

Network Technologies

Here are some network security technologies of today:

Firewall

It was previously stated that it monitors and filters incoming and outgoing network traffic. Additionally, it
serves as a “wall,” either hardware or software, between the trusted internal and untrusted external
Internet by only allowing the verified traffic based on the predetermined set of rules in place.

Intrusion Detection System (IDS)

It is a software or a device for closely monitoring a network for any malicious activity or intrusion at the
network or the host.

For a Network IDS, a signature-based detection method is used wherein it seeks certain patterns of
known malicious instruction sequences by targeting new malware sequences. It relies on machine
learning to develop a model of trusted activity, then compares it to the current activity.

For the detection of intrusions at the host, a host intrusion detection system (HIDS) is used to run on
the individual hosts of a network; therefore, it only monitors the inflow and outflow of traffic at the host.

08 Handout 3A *Property of STI

Page 6 of 63
 GE2405

It takes a snapshot of the current file system and compares it to a previously taken snapshot. The
administrator is alerted if it finds any modification on the critical files.

Wi-Fi Protected Access 3 (WPA3)

It is the latest wireless network security certificate protocol by the Wi- Fi alliance. It focuses its filtering at
the “entry” when a new device requests to connect to the network.

It also offers “forward secrecy,” that if the server's private key is compromised, the session key will not
be affected. So, if the long-term passwords were hacked, the past encrypted sessions cannot be
decrypted.

Virtual Private Network (VPN)

It connects any remote device to an enterprise server wherein com- pany data is hosted. 1It piggybacks
on a public network to directly access the server, ensuring that the users' online activities are publicly
hidden. This feature makes it one of the most powerful network security tools.

Email Security

As emails allow scripts to be embedded inside the device, it is easier for anyone to write a code, attach it
to an email, then send it. Receivers tend to click this email which can comprise the device.

The most effective security methods include email spam filters with deep learning to filter domains that
send spam.
Consequences of Internet and Network Failure

Since the internet is a collection of interconnected networks, their failures share the same consequences
for an organization. The internet and network fail when privacy and security are not properly monitored
or ignored.

Here are the following consequences of combined failures of the internet and network:

Revenue Loss

One of the most significant consequences companies face during an internet, and network downtime is
revenue loss. Even if the downtime only lasts minutes, it still puts operations and transactions on hold,
which is considered a revenue loss for these companies.

08 Handout 3A *Property of STI

Page 7 of 63
 GE2405

Proper cable management is the best way to ensure network reliability, as well as an occasional internet
check-up and monitoring.

Maintenance Cost

Repairing damaged internet and network lines consumes both time and maintenance costs, including
acquiring new cables and upgraded network devices for replacement.

Daily monitoring of the cables and network devices is encouraged to prevent sudden company downtime.

Lesser Productivity

Internet and network failure significantly affect productivity as tasks heavily rely on the internet.
Employees will remain stagnant until the downtime is fixed, causing low productivity outcomes.

It is advisable to provide a backup network and a backup internet service provider for quick resolutions
for sudden downtimes.
Damaged Reputation

If internet and network failures regularly occur, it negatively impacts the employees and the company’s
clients and partners. Reoccurring internet and network problems could be interpreted as negligence,
reflecting bad management and maintenance.

It is encouraged to maintain a system that would ensure the reoccurrence of the problems, and it is
advisable to assure everyone of the internet and network security in place.

Legal Repercussions

Failures in operations and transactions mean failure to meet agreed- upon outputs and deliverables on
time. It could lead to legal repercussions, especially when crucial outputs are at risk.

The best way to prevent this is by alerting every concerned party as soon as failure happens to lay down
plans of recovery without compromising the quality and the demand of the client

Unpacking THE PHYSICAL SELF

08 Handout 3A *Property of STI
Page 8 of 63
 GE2405

Our physical appearance, especially our face, significantly influences how we are perceived. We often
prioritize our facial appearance, as it provides an initial impression. This module examines the
relationship between our physical bodies and our perception of self.

The Self as Impacted by the Body

The physical self encompasses how we perceive and evaluate our appearance, including our height,
weight, skin tone, hair type, and facial features.
How we view our bodies impacts our self-perception and identity. Our body image—the mental image
we have of our physical self—shapes how we see ourselves and affects our emotions and behavior.

The Impact of Culture on Body Image and Self-esteem

Culture significantly shapes our views on body image and self-esteem.

Body Image refers to a person's thoughts, feelings, and perceptions of the aesthetics of their body.

 Positive Body Image—This refers to feeling confident and happy with one’s body as it is and not being
overly concerned with societal standards.

 Negative Body Image – It refers to being critical of our appearance, focusing on flaws, and feeling
dissatisfied with our body.

Self-Esteem impacts our overall well-being, including emotional and physical health.

Body image and self-esteem are connected: a healthy body image enhances self-esteem and vice versa.
Below are key cultural influences on body image and self-esteem:

Media Representation – Television, movies, and social media often portray certain body types as ideal.

Example: Many advertisements feature models who are tall and slim, which can lead people to believe
that they must look for a certain way to be accepted or loved. Limiting representation and unrealistic
images can lead to negative body image and lower self-esteem.

Beauty Standards – These are societal norms dictating the ideal physical appearance. Different cultures
have different standards of beauty.

Examples: In the Philippines, beauty standards often emphasize characteristics such as fair skin, smooth
complexion, and well-defined features. These ideals can lead people to seek products or procedures to
align with these beauty standards.

In Western cultures, a slim physique is often associated with beauty, which can lead to negative feelings
about one's body if one does not meet this standard.

Example: Someone from a culture that values body art may feel proud and confident, while someone
from a more conservative background may feel ashamed of their choices.
Community and Support—Understanding how culture influences our perception is crucial for fostering
a positive image. When communities value diverse body types, individuals tend to feel more confident
and less anxious about unrealistic beauty standards.

08 Handout 3A *Property of STI

Page 9 of 63
 GE2405

Example: A supportive community that appreciates all body shapes helps people feel better about their
own appearance.
The Importance of Beauty
Beauty is more than just aesthetics. Recognizing the importance of beauty can help us understand its
effects on the following aspects:

Social Relations –It refers to the relationships and exchanges we have in our social and personal lives.

Example: A person who is confident in their appearance could be more outgoing, which could result in
stronger and more fulfilling relationships.

Self-esteem – It might increase our confidence and sense of value if we are satisfied with how we look.

Example: A person who feels attractive may be more confident when facing new challenges or setting
personal goals, leading to a healthier self-image.

Job Opportunities – Physical beauty can influence job opportunities, particularly in roles that involve
public visibility. However, skills, experience, and professionalism are also crucial factors in career
advancement.

Example: A model who meets industry beauty standards may have more opportunities for high-profile
work. In contrast, others may find that their appearance contributes to making a positive impression
during interviews.

Body Image Issues and Eating Disorders

Many people experience negative body image, which can lead to serious mental health issues such as
eating disorders. These disorders can arise from a mix of genetic, environmental, and psychological
factors. Below are common eating disorders, their symptoms, and how they relate to body image.

Body Dysmorphic Disorder (BDD) – It is a mental health condition where someone obsessively worries
about imagined or minor defects in their appearance.

Example: A person may spend hours in front of the mirror, focusing on a small blemish or a perceived
imperfection. This can lead to avoidance of social situations and significant impairment in daily life.

Anorexia Nervosa – It is a serious eating disorder characterized by extreme weight loss and an intense
fear of gaining weight. Individuals with this disorder often see themselves as overweight, even when
they are dangerously underweight.

Example: A teenager may avoid social situations or refuse to eat meals with family, believing they need
to lose more weight.

Bulimia Nervosa – It involves cycles of binge eating followed by purging to prevent weight gain. During
a binge, a person might eat large amounts of food in a short period, feeling out of control. Afterward,
08 Handout 3A *Property of STI
Page 10 of 63
 GE2405

they may force themselves to vomit or use laxatives instead.

Example: A college student might binge eat during finals week due to stress and then feel guilty, leading
to purging behaviors.

Binge Eating Disorder (BED) – It is characterized by frequent episodes of eating large amounts of food,
often quickly and to the point of discomfort. Unlike bulimia, individuals with BED do not engage in
purging behaviors. They may eat when they are not hungry or to cope with emotional stress.

Example: Someone may turn to food for comfort after a breakup, leading to feelings of guilt and sadness
afterward.

In summary, understanding body image and eating disorders is crucial for mental health. These issues
are complex and usually need professional help. If you or someone you know is struggling, it is crucial to
seek help. Everyone deserves to feel good about themselves, regardless of their size or shape.

UNPACKING THE DIGITAL SELF

The digital self refers to how an individual portrays oneself in the online environment. This
representation can differ from our "real-world" self and is influenced by various forces such as social
media platforms, cultural norms, and personal experiences.

Self and Other in Cyberspace

In cyberspace, we interact with others in unique ways. Digital platforms allow us to connect with people
across the globe, but they also create a distance that can affect our understanding of each other.
Example: When engaging in online discussions, students may express opinions more freely than in
person. However, this can lead to misunderstandings or conflicts, as tone and body language are often
lost in text- based communication.

Selective Self-Presentation and Impression Management

Selective self-presentation refers to the process of choosing what aspects of ourselves to show to
others. It can be a powerful tool for managing how we are perceived online.

Example: Students may only share their achievements, such as a good grade or a sports victory, while
avoiding failures or struggles. This selective sharing can create a positive image but may also lead to a
distorted view of reality.

Impression management involves the strategies we use to influence how others see us. For example,
we may adjust our behavior, language, and even appearance to fit in with certain groups online.

Example: A teenager might use specific slang or memes popular among their peers to gain acceptance in
an online community. This adjustment helps them blend in and be seen as part of the group.

Sociologist Erving Goffman introduced the concept of "front stage" and "backstage" behavior. Front-
08 Handout 3A *Property of STI
Page 11 of 63
 GE2405

stage behavior refers to presenting ourselves to others, while backstage behavior refers to our true
selves. Online users often maintain a front stage that aligns with societal expectations while hiding their
backstage selves. This can create pressure to maintain a certain image, leading to stress and anxiety.
Impact of Online Interactions on the Self
Online interactions can significantly affect our self-esteem and self-concept. Positive interactions can
boost our confidence, while negative experiences, such as cyberbullying, can harm our mental health.

Example: Receiving likes and positive comments on a social media post can make a student feel valued
and accepted. In contrast, harsh comments or exclusion from online groups can lead to feelings of
inadequacy or loneliness.

Boundaries of the Self Online

Establishing boundaries online is crucial for maintaining a healthy digital self. This involves determining
which personal information to share and what to keep private. To protect oneself online, consider the
following strategies:
 Limit Personal Information – Share only what is necessary to maintain privacy.
 Control Who Sees Your Content – Use privacy settings on social media to manage who can view
your posts.

08 Handout 3A *Property of STI

Page 12 of 63
 GE2405

 Reflect Before Posting – Consider how a post may be perceived and whether it aligns with your
true self.

The Digital Self is a complex and evolving concept. By understanding how we present ourselves online,
manage impressions, and interact with others, we can become more proficient in the digital world.
Reflecting on our own experiences can help us become more authentic online and offline.

UNPACKING THE MATERIAL SELF

In today’s world, the things we buy and the brands we choose play a significant role in shaping our
identity. This module focuses on the relationship between consumer culture and our sense of self. By
examining how what we consume influences who we are, we can better understand the different
aspects of our identity.

The Concept of the Material Self

William James, a prominent psychologist and philosopher, introduced the idea of the material self.
According to James, the material self refers to tangible objects, places, or even people that we identify
with through the label ‘my’ or ‘mine.’ There are several aspects of the material self:
 Body – It is the primary component of the material self. We strive hard to make sure that our
body functions well.
 Clothing – It is a form of self-expression. We choose and wear clothes that reflect our self.
 Family – It is an extension of one’s identity because the members influence one’s actions and
dispositions in the environment.
 Home – It is a space that one considers to be their own.
Needs vs. Wants
Needs are essential for survival and basic functioning. These include basic requirements such as food,
shelter, clothing, and healthcare.

Wants, on the other hand, are things people desire but do not necessarily require for survival. Wants
can include things like the latest gadgets, designer clothes, or a luxurious vacation.

People have different buying behaviors. Some are impulse buyers, buying anything without much
thought, while others feel they deserve to treat themselves because they work hard. Some focus on
getting what they need, while others desire both needs and wants. Many people don’t clearly separate
needs from wants due to their lack of self-control. This is why there should be a balance between needs
and wants.

The Role of Consumer Culture on Our Sense of Self and Identity

Consumer culture refers to a form of material culture driven by the market. It creates a specific
relationship between people and the goods or services they buy and use. This culture can influence our
identities in several ways:

06 Handout 1A *Property of STI

Page 1 of 63
 GE2405

1. Identity Expression – People often use their purchases to express who they are.

Example: Andrei might decorate his room with posters of his favorite band that reflect his personal music
style.

2. Social Status – Many people associate certain brands and products with prestige and social status.

Example: Kent believes that purchasing a luxury car makes him more important in social settings.

3. Belonging – Consumers often purchase items to fit in with certain groups.

Example: Denisse may purchase the latest sneakers or trendy accessories to connect with her peers.
4. Emotional Connection – Possessions can hold sentimental value, which reminds us of important
memories, relationships, or milestones in our lives.

Example: Justine keeps his late grandmother’s handmade quilt, which evokes memories of her love and
warmth.

5. Therapeutic Consumption – Some people turn to shopping for comfort or escape, using material
goods to cope with emotional challenges. This can complicate the connection between identity and
consumption.

Example: After a stressful week, Julia shops for new clothes to lift her spirits, finding temporary comfort
in her purchases, which may lead to patterns of emotional spending.

Consumer culture has a significant impact on how we express ourselves and shape our identities. By
being aware of how our expenditure reflects who we are, we can make better choices. Understanding
this connection helps us focus on what truly matters to us and develop a healthier relationship with our
possessions.

UNPACKING THE SPIRITUAL SELF

The spiritual self is the part of a person that seeks purpose, meaning, and connection beyond the
material world. It involves beliefs, values, and inner experiences that guide one’s sense of peace,
purpose, and connection to something greater.

The Practice of Religion: Belief in Supernatural Being and Power

Religion has been a fundamental component of human culture throughout history. It influences our
beliefs, values, and understanding of the world. At the core of many religions is the belief in
supernatural beings or powers. These might include gods, spirits, or other entities beyond the physical
world. In Christianity, God is viewed as omnipotent who guides and protects believers. In many
Indigenous cultures, spirits of ancestors or nature are recognized and considered to be a factor in daily
life.
In the Philippines, particularly among Visayan-speaking communities, "dungan" refers to a person's
spiritual or life force. It can be understood as a person’s inner strength or spiritual energy. It is like an

08 Handout 2A *Property of STI

Page 1 of 63
 GE2405

invisible force within everyone that affects their vitality, emotions, and how they handle challenges.

A strong “dungan” is believed to provide protection. People with strong "dungan" are seen as
confident, resilient, and protected from negative influences, while those with a weak "dungan" are
considered more vulnerable to problems or illness. Essentially, it represents someone’s spirit or inner
power that plays a big role in their well-being and relationships.

The concept also extends to life after death, as some believe that the "dungan" transitions to another
realm or continues to impact the living. This concept reflects numerous communities' perceptions of
spirituality, morality, and well-being.

Rituals and ceremonies are vital religious practices, serving as expressions of faith and community.
They allow individuals to connect with the divine, commemorate significant events, and reinforce
shared beliefs.

Types of Rituals
1. Life Cycle Rituals – These mark important life events like birth, marriage, and death. For instance,
weddings in many cultures involve specific rituals that symbolize the union between two individuals
and their families.

2. Seasonal Rituals – These are often aligned with harvest times, solstices, equinoxes, and lunar
cycles, symbolizing renewal, growth, or gratitude. For instance, the Hindu festival of Diwali
symbolizes the victory of light over darkness and involves lighting lamps and sharing sweets.
Ramadan in Islam often occurs during significant agricultural periods, tying physical strength to
spiritual development.

3. Healing Rituals – These aim to restore health and wellness, combining physical and spiritual
elements.

Religion, Magic, and Witchcraft

The boundaries between religion, magic, and witchcraft can be complex and often overlap. Understanding
this distinction can help us appreciate the complexities of religious beliefs.
 Religion – It involves collective beliefs, practices, and institutions to connect with the divine.
 Magic refers to the use of specific rituals or spells to influence events or outcomes. Many
cultures have traditions of healing through magical practices.
 Witchcraft – In various societies, witchcraft can be viewed negatively. Historical witch hunts
illustrate how fear of witchcraft led to persecution despite many practitioners simply being
healers or wise individuals in their communities.
Finding and Creating Meaning
Religion provides a framework for individuals to find and create meaning in their lives. Through beliefs,
rituals, and community, people can navigate life's challenges, face mortality, and seek purpose.

 Engaging with religious beliefs allows individuals to explore their values and identities. It
encourages self-reflection and critical thinking about one's beliefs, resulting in personal growth and

08 Handout 2A *Property of STI

Page 2 of 63
 GE2405

transformation.

 Religion also promotes a sense of belonging and community. Participating in religious practices
connects individuals with others who share similar beliefs, providing support and encouragement.

In summary, the practice of religion encompasses numerous beliefs and practices that shape individual
and collective identities. Reflecting on these aspects helps individuals understand their beliefs and
discover meaning in their experiences.

UNPACKING THE SEXUAL SELF

The sexual self refers to an individual’s understanding of their sexual orientation, desires, preferences,
and relationships. It shapes your identity and how you feel about yourself. In this module, we will
explore these aspects to help you understand and embrace your unique sexual self. Are you ready to
dive in?

Development of the Secondary Sex Characteristics

Secondary sex characteristics are physical traits that develop during puberty, distinguishing males and
females but not directly involved in reproduction.
Male Female
Increased larynx size and deeper Widening of hips and enlargement
voice of breasts
Increased muscle mass Onset of menstruation
Increased growth of body hair Increased growth of body hair

Human Reproductive System

The human reproductive system is a collection of organs and structures in both males and females that
work together for reproduction. Below are the importance of the reproductive system:

 It generates sperm in males and eggs in females for reproduction

and species development.
 Hormones like estrogen and testosterone are essential for developing secondary sex
characteristics.

 It helps individuals understand their own bodies and sexual health, leading to healthier
relationships and better decision-making about consent and safety.

Erogenous Zones
Erogenous zones are sensitive areas of the body that can lead to sexual arousal when stimulated. The
following are common erogenous zones:
 Lips and Mouth
 Neck and Ears

08 Handout 2A *Property of STI

Page 3 of 63
 GE2405

 Breasts and Nipples

 Inner Thighs

Human Sexual Response Cycle (Masters and Johnson model)

The human sexual response cycle describes the changes that happen in the body as people become
sexually aroused. The cycle consists of four main phases:

1. Excitement – The body prepares for sexual activities. Males may experience an erection of the
penis and nipples, tightening of the scrotum, an increase in respiration, muscular tension, heart
rate, and release of pre-ejaculation fluid during this phase. In females, the discharge of lubricating
fluid and clitoris enlargement are possible.

2. Plateau – It intensifies responses from the excitement phase. You may experience rapid breathing,
high blood pressure, a faster heart rate, and muscle contractions in the face, feet, and hands.

3. Orgasm – This phase, referred to as the ‘climax’ of the cycle, involves intense breathing, blood
pressure, and heart rate. Muscle contractions in the face, feet, and hands continue, and both
partners may be able to breathe heavily. There is an overwhelming release of sexual tension: males
ejaculate semen, while females experience vaginal muscle contractions.

4. Resolution – The body gradually returns to its normal functioning. Fatigue may begin to be felt;
however, sexual activity is expected to provide a sense of biological fulfillment.
Chemistry of Lust, Love, and Attachment
Helen Fisher (1945 – 2024) was an American anthropologist and self-help author who identified three
stages of love: lust, attraction, and attachment.

Lust – It involves the natural desire for sexual pleasure, which is important for all living beings. This
desire is linked to sex hormones: testosterone in males and estrogen in females.

Attraction – This intense attention can create a deep desire for emotional connection, sometimes
resulting in irrational behavior driven by passion. Hormones and chemicals such as adrenaline,
dopamine, and serotonin are essential in this stage.
o Adrenaline – It is released during "fight" or "flight" responses, which can cause sweat and dry
mouth when you see your crush.
o Dopamine – It produces a strong feeling of pleasure, boosts energy, reduces hunger and sleep
needs, and helps you focus on your partner.
o Serotonin – It is linked to "falling in love," which makes you constantly think of your partner.

Attachment – This stage in relationships is characterized by a desire for intimacy, comfort, and security
with a partner. It emphasizes long-term companionship and is influenced by the hormones oxytocin and
vasopressin.
o Oxytocin (cuddle hormone) – It is released during orgasm and enhances feelings of intimacy
after sexual intercourse.

08 Handout 2A *Property of STI

Page 4 of 63
 GE2405

o Vasopressin (anti-diuretic hormone) – It is released after sexual intercourse and plays a crucial
role in attachment.

It is important to note that these stages can overlap and do not always occur in a strict order.
Furthermore, individual experiences may differ due to genetic, personal, and cultural factors. Although
this model provides a framework for understanding the biological basis of love, human relationships are
complex and influenced by factors beyond chemistry.

The Diversity of Sexual Behavior

Sexual behavior refers to a variety of actions and activities related to sexual expression and intimacy.
The following are examples of sexual behavior:
Masturbation – It is a sexual act of stimulating one's own genitals.

Sexual Intercourse (Coitus)– This refers to the act of sexual reproduction where the male's penis
penetrates the female's vagina (or other orifices).

Sexual Play – It is a variety of sexual activities that may not involve intercourse but still provide
sexuALpleasure and intimacy. It includes behaviors such as kissing, touching, role-playing, using toys,
and exploring fantasies. It focuses on enhancing connection and enjoyment between partners while
emphasizing consent and communication.

Marital sex – It refers to the sexual activity between spouses, often seen as part of the marital
relationship.

Premarital Sex – It refers to the sexual activity between individuals who are not married, typically
occurring before they enter a marital relationship.

Extramarital sex – It refers to the sexual activity that occurs outside of a marriage, often with one
partner being unfaithful to the other. This is considered unlawful and unacceptable in society, for it is
an act of infidelity.

Sexually Transmitted Infections (STIs)

Sexually Transmitted Infections (STIs) are infections caused by various pathogens, such as bacteria,
viruses, or parasites, that can be transmitted through sexual contact. Many STIs can be asymptomatic,
causing an individual to be infected without displaying any symptoms. This can lead to undiagnosed and
untreated infections, which can lead to complications over time.
STIs can also be transmitted from a pregnant person to their baby during pregnancy, childbirth, or
breastfeeding. Moreover, some STIs may spread through blood transfusions or by sharing needles. It is
essential to practice safe sex and get regular screenings to reduce the risk of transmission and manage
potential infections effectively.

Sexually Transmitted Diseases (STDs)

Sexually transmitted diseases (STDs) refer to infections that have progressed to a stage where
08 Handout 2A *Property of STI
Page 5 of 63
 GE2405

symptoms or disease symptoms are present. This term is used when an STI leads to noticeable health
issues, such as pain, discomfort, or other clinical symptoms. In essence, all STDs are STIs, but not all STIs
develop into STDs. Below are five common sexually transmitted diseases (STDs):

Chlamydia – It is caused by the bacteria, Chlamydia trachomatis. It can affect the penis, vagina, cervix,
anus, urethra, eyes, and throat. In females, symptoms may include strong-smelling vaginal discharge,
painful urination, and pain during sexual activity. In males, symptoms can include discharge from the
penis, painful urination, and testicular swelling.

Gonorrhea is a bacterial infection that affects mucous membranes such as the eyes, throat, and
genitals. In men, it often causes yellowish-white discharge and painful urination. Women may
experience painful urination and discharge, including fever, abdominal pain, and the risk of pelvic
inflammatory disease.

Syphilis – It is an infection caused by the corkscrew-shaped bacterium, Treponema pallidum. It is

transmitted by direct contact with syphilitic sores that can appear on the vagina, anus, rectum, lips, or
mouth. Syphilis can be contracted through sexual activity or even by kissing an infected individual. If left
untreated, it can lead to severe health issues, such as paralysis, blindness, heart disease, brain damage,
dementia, and potentially death.
HIV (Human Immunodeficiency Virus) – It is primarily transmitted through blood, semen, vaginal fluids,
and breast milk, and it is likely to cause AIDS if not treated. Symptoms of HIV may be mild or absent
initially but can progress to serious health issues. Antiretroviral therapy (ART) can prevent viruses and
reduce the risk of transmission. Although there is no cure, ongoing research is aiming to discover
potential cures in the future.

AIDS (Acquired Immunodeficiency Syndrome) – It is a condition that is caused by HIV that weakens the
immune system, making the body vulnerable to infections and certain cancers. It is the final stage of
HIV infection, and you cannot acquire AIDS without first having HIV. Most people with HIV can avoid
progressing to AIDS with treatment, but without it, most will eventually develop AIDS. Although there is
no cure for AIDS, it can be managed with medical treatment and antiretroviral therapy (ART).

Methods of Contraception (Natural and Artificial)

Contraception methods prevent pregnancy during sexual activity and can be classified as natural or
artificial. Since no method is perfect, consider the following factors when choosing a contraception
method:
 The contraceptive should have no unwanted side effects for users.
 It should effectively prevent unwanted pregnancies.
 The method should be simple and easy to use.
 It should be readily available when needed.
Natural Contraception
Natural Contraception does not include any chemical or foreign body insertion into the human body.
Most people who are very conscious of their religious beliefs are more inclined to use the natural
method of birth control. Most individuals prefer natural methods because they are more cost-effective.

Coitus Interruptus (Withdrawal) – The male partner withdraws before ejaculation to prevent sperm
from entering the uterus. While it can reduce pregnancy risk, it is unreliable due to pre-ejaculate fluid
08 Handout 2A *Property of STI
Page 6 of 63
 GE2405

and does not protect against Sexually Transmitted Infections (STIs).

Abstinence – This practice involves refraining from sexual activity and is the only method that is 100%
effective in preventing pregnancy and STIs. It can be a personal choice based on various factors, such as
religious beliefs and personal values.

Calendar Method (Rhythm Method) – This involves tracking menstrual cycles to predict fertile days by
marking the start and end of each period on a calendar. It helps identify when to avoid unprotected
sex to prevent pregnancy.

Artificial Contraception
Artificial Contraception is hormonal contraceptives effective through the manipulation of the hormones
that directly affect the normal menstrual cycle so that ovulation would not occur.

Condoms – This refers to a barrier method used by males or females to prevent sperm from reaching
the egg while also providing protection against STIs.

Birth control pills – These are daily hormonal pills that prevent ovulation and help regulate the
menstrual cycle. The birth control pill works by stopping sperm from fertilizing an egg. Fertilization
occurs when sperm joins with an egg.
IUDs (Intrauterine Devices) are small devices inserted into the uterus
that prevent fertilization. They are available in hormonal and non-
hormonal (copper) forms.

Implants – These are hormonal rods placed under the skin of the arm that release hormones to
prevent ovulation.

Injectables – These are hormonal injections administered every few months to prevent ovulation.

Both natural and artificial methods have varying effectiveness rates and may be suitable for various
lifestyles and health needs. These methods can enhance effectiveness; however, they require careful
observation and education for optimal results.

UNPACKING THE POLITICAL SELF

In our journey to understand our political selves and how we fit into society, we must explore the
factors that shape our identity as Filipinos. This module guides you through the concepts of political self,
Filipino identity, and the establishment of a democratic culture.

Political Self
The political self refers to how individuals perceive their roles and duties within a political context. It
encompasses our beliefs, values, governance, and civic engagement actions. Understanding our
political self is crucial as it influences how we participate in democracy and societal change.
A combination of cultural values, beliefs, and community influences shape Filipino identity. This identity

08 Handout 2A *Property of STI

Page 7 of 63
 GE2405

is unique, based on the history and experiences of the Filipino people. Below are the key aspects of
Filipino Identity:
1. Values – Filipinos often value "Bayanihan," a spirit of communal unity and cooperation. This
value encourages helping one another, especially during times of need.

2. Traits – Resilience is a notable trait among Filipinos. Despite the challenges, the ability to
bounce back and maintain a positive outlook is a defining characteristic.

3. Community – The concept of "kapwa," or shared identity, plays a crucial role in Filipino
communities. It emphasizes interconnectedness and the importance of relationships.

4. Institutional Factors – Institutions such as the family, church, and schools contribute to
reinforcing Filipino values. For instance, religious beliefs may influence how individuals view
social issues.
Establishing a Democratic Culture
A democratic culture refers to the shared values and practices that
support democracy. It emphasizes participation, equality, and respect
for diversity.

Key Elements of a Democratic Culture

1. Participation – Active involvement in civic duties, such as voting and community service, is
essential. For instance, participating in local elections empowers citizens to voice their opinions.

2. Respect for Diversity – A democratic culture values different perspectives and backgrounds.
Engaging with diverse groups can foster understanding and acceptance.

3. Rule of Law – Upholding laws and ensuring justice is vital for a functioning democracy. Citizens
must be aware of their rights and responsibilities.

4. Critical Thinking – Encouraging individuals to think critically about political issues can lead to
more informed decisions. This means questioning information sources and seeking multiple
viewpoints. For instance, a democratic culture can be seen in student councils, where students
from various backgrounds collaborate to address school issues, ensuring every voice is heard.

08 Handout 2A *Property of STI

Page 8 of 63
 GE2101

In summary, understanding our political selves and developing a Filipino identity is essential in navigating our roles in society. By recognizing the
forces that shape us and actively participating in a democratic society, we can create a more inclusive and vibrant society.

Popular Culture and the Media

Table of Contents

Introduction 1
Printed Media 1 -
2
Radio and Music 2 -
5
Audiovisual Media (Television and 5 -
Film) 7
Advertising and Branding 7 -
8
Popular Language 8 -
12
Online Popular Culture 12 -
13
References 13

As discussed in the previous modules, popular culture has evolved over time due to the power of the working class to sift through the products
they consume and the companies who make the products. It has been noted that the history of the development of technology and of popular
culture are inextricable; thus, one can say that popular culture evolves alongside technology. In this lesson, the main focus is will be on the
various avenues to which popular culture can be disseminated.

Printed Media
Books, magazines, newspapers, comic books – these are some examples of things that can be read at any time of the day, giving out needed
information. Whether for entertainment purposes or for 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
05 Handout 1 *Property of STI
 [Link]@[Link] Page 9 of 63
 GE2101
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.
In disseminating popular culture, printed media is one (1) of the most successful avenues for people and companies who make long-lasting
icons. However, as stated by Fatma Sarigul, using Umberto Eco’s novel Numero Zero (or Number Zero), people can be swayed based on what
they can read and see – comprehension comes second after information absorption – and will only come after the culture consumers had settled
a compromise with the culture producers (Sarigul, 2016).

The Philippine Magazine, launched in 1905, was perhaps the first national magazine in circulation. It was not "popular" since it was in English
and not accessible to the majority, particularly at the period when English education had barely started (Fernandez, 1981).

Comics / Komiks
The first modern comic strip is made by an artist who filled in a position for a cartoonist. The story about this is when Antonio “Tony”
Velasquez was working for Ramon Roces' magazine; the publisher requested if he could fill in for a senior cartoonist who had been assigned
to draw a cartoon character in December 1928 and promised that he would try (Lent, 1998).

Thus, Kenkoy was the Philippines' first comic strip in circulation. After being published as a filler in the Roces magazine, Liwayway, the four-
frame comic, generated several imitators. Although someone else was sketching "Kenkoy" at the time, in September 1988, he was still working
with its script.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 10 of 63
 GE2101
But Kenkoy was not the first Filipino-made comic strip. As per the 14th National Congress in the Senate, in the Philippine Komiks Revival Act of
2007, Sen. Manny Villar cited Jose Rizal’s “Ang Matsing at ang Pagong” to be the first comics made in the country.

Figure 2. Jose Rizal and a section of his strip.

Source: [Link] lfrm

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.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 11 of 63
 GE2101

Radio and Music which tackles clichéd storylines about abused women, philandering
spouses, love's inequity, and dishonesty.
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 Future of Broadcasting
influenced by the words used in a broadcast.
The podcast is a rising media format for delivering radio-style
information and programs to a computer, phone, or media device.
When the telegraph went live in 1837, it established a precedent The term is a combination of iPod and broadcast. The files are
for modern electronic means of communicating across borders. Due mostly audio, although a vodcast (video podcast) may include
to the complexity of receiving stations linked to each other along a video as well. The distributor maintains a list of accessible files on
defined path, it was inefficient. An important component of their website for a listener to access (Danesi, 2018).
electronic Many radio and TV stars have switched to podcasting, considering it
is less restricted than conventional media and more likely to attract
transmitters was developed by Nikola Tesla in 1891 when he
their target audiences. Podcasts are comparable to regular radio
constructed a high-frequency transformer. With all of this in place,
programs in that they tend to be chat shows and informational
American Guglielmo Marconi (1874–1937) was ready to
programs on certain themes.
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 Examples of radio pop culture icons are Joe Rogan (The Joe Rogan
Experience), the duo Rhett McLaughlin and Charles Lincoln “Link”
transmitter, indicating that a signal could be delivered into space Neal III (Good Mythical Morning), the duo Grace Marcellana and
and received by devices at random sites. He referred to his Mimai Cabungson (‘Wag Kang Lilingon), and celebrity Bianca
invention as a radiotelegraph since its signal traveled in all Gonzales (Paano Ba ‘To?) to name a few.
directions, i.e., radially, from the transmission point (Danesi, 2018).
Radio technology also paved the way to broadcast popular – or pop
Brief History of Radio Broadcasting in the – music.
Philippines
The Advent of Music
Radio originally arrived in the Philippines in the early 1920s. Henry Pop music's societal effect would not have been possible without
Hermann owned the first three (3) fifty-watt stations, KZKZ, recording and broadcast technology. Its ascent to prominence
KZRM, and KZEG, two (2) of which were in Manila and one near began in the late nineteenth century with the introduction of
Pasay City. He began operations in June of 1922. In 1925, KZKZ sound recording. In 1877, Thomas Edison created the first
ceased transmitting and was replaced by KZRQ (Enaka, 1998). phonograph. This was followed a decade later by the flat-disk
phonograph (or gramophone) invented by American inventor
Radio dramas and commentaries in Tagalog and localities’ dialects are Emile Berliner (1851– 1929), who improved on Edison's original
the daily fares on most stations. These programs are heavily favored by the design. Amplification of the phonograph needle vibrations using
masses, whether urban or rural. The “pang-masa” program is a show, electromagnetic devices took over from Berliner's mechanical
05 Handout 1 *Property of STI
 [Link]@[Link] Page 12 of 63
 GE2101
method about 1920 (Danesi, 2018). With all of these innovations, Boccelli, Mariah Carey, Amy Winehouse, Whitney Houston,
pop music has found a technologically mediated mass market. Barbara Streisand, Barry Manilow, Alanis Morissette, The
Carpenters, and Olivia Newton-John, to name a few.

Major Pop Music Genres Classical music: these are the works of eminent composers. Despite
Adult contemporary/Easy listening: a blend of classics, light opera, being products of high culture, they have endured and entered
and softer rock singles. Examples include Céline Dion, Andrea mainstream popularity. Examples include Johann Sebastian Bach,
Wolfgang Amadeus Mozart, Ludwig van Beethoven, Frederic

05 Handout 1 *Property of STI

 [Link]@[Link] Page 13 of 63
 GE2101

Chopin, Piotr Ilyich Tchaikovsky, Sergei Rachmaninoff, Richard

Wagner, and so on.
Gospel: music aimed at fans of both contemporary and classic
Country encompasses all subgenres, including traditional, urban, and rock gospel singers. Gospel music allows people to reflect on their
country. This genre is exemplified by the prominent rural themes and spirituality and
simple life. Examples include Hank Williams, Dolly Parton, the Dixie get in touch with their inner ethos. Some examples include Jamie Rivera
Chicks, Shania Twain, Taylor Swift, Blake Shelton, Miranda and Gary Valenciano.
Lambert, Carrie Underwood, and the Eagles.
Jazz and Blues: music from all eras and genres of jazz, blues, and swing.
Disco is divided into two (2) categories: classic disco from the 1970s Examples include Herbie Hancock, Louis Armstrong, B. B King,
and 1980s and contemporary techno or electronic dance music Miles Davis, Stan Kenton, Chuck Mangione, Dave Brubeck, John
(EDM). This genre emerged because of the prevalence of urban nightlife. Lee Hooker, Taj Mahal, John Coltrane, Billie Holiday, Count
Examples include the Bee Gees, Village People, Rasputin, ABBA, Basie, Thelonius Monk, Dizzy Gillespie, Ella Fitzgerald, Charlie
Diana Ross, Donna Summer, Mariya Takeuchi, David Guetta, and Parker, Charles Mingus, Mary Lou Williams, Nat King Cole, Frank
Afrojack, to name a few. Sinatra, Tony Bennett, and Wynton Marsalis.

Eclectic Pop: a mash-up of several genres, including pop, rap, rock,

techno, and others. Some examples include Jay-Z, Usher, Adele, Opera: Mostly from the romantic period. This is another surviving
Beyoncé, Katy Perry, Lady Gaga, Rihanna, Bruno Mars, LMFAO, facet of high culture. Examples include operas by Rossini, Verdi,
Nicki Minaj, Drake, Justin Bieber, Lil’ Wayne, Madonna, Craig Puccini, Bizet, and so on.
David, and Michael Jackson.
Rap and hip-hop: classic and contemporary works by rap and hip- hop
artists. Examples include Ludacris, Jay-Z, 50 Cent, Eminem, Kanye
Electronic: music that incorporates electronic effects and digital West, Queen Latifah, Snoop Dogg, N.W.A, Salt-N-Pepa, Tupac
instruments and encompasses experimental and electronic dance Shakur, Chris Brown, Lil’ Wayne, Nas, The Black-Eyed Peas,
music genres such as house music, techno, jungle, dubstep, trance, Drake, JID, and Wiz Khalifa.
hardcore, and electronica. An example is Skrillex.
Rhythm and Blues, Funk, and Soul: classic and contemporary
performers perform rhythm and blues music, as well as its funk and soul
Experimental: mostly college and university radio stations
subgenres. Examples include Tina Turner, Luther Vandross, Aretha
promote this form of music. It is a genre that uses non-musical Franklin, James Brown, Otis Redding, Ray Charles, Sam Cooke,
objects to create traditional instruments or sounds and is Marvin Gaye, Wilson Pickett, the Supremes, Percy Sledge, Ike and
manipulated to suit the artist’s preference. Tina Turner, Smokey Robinson, Gladys Knight, Stevie Wonder,
the Temptations, Waylon, and T-Wayne.
Folk: both the original and popularized varieties. It employs the use of
traditional musical instruments. Examples include The Kingston Trio, Rock encompasses all styles of music, past, and present, including old
Bob Dylan, Joni Mitchell, Woody Guthrie, ASIN; and Peter, Paul, rock and roll, classic rock and roll, jazz rock, folk rock, hard rock, metal
and Mary) rock, industrial rock, grunge, and punk. Some examples include Elvis
05 Handout 1 *Property of STI
 [Link]@[Link] Page 14 of 63
 GE2101
Presley, Rolling Stones, Chuck Berry, the Beatles, Steppenwolf, languages of the Malayo-Polynesian family. Despite the fact that
Led Zeppelin, Foo Fighters, Sex Pistols, Green Day, Pink Floyd, they speak various languages, they have a shared culture
Elvis Costello, Coldplay, Radiohead, Nirvana, Wolfgang, (Maceda, 1971). There is a distinct Malayan impact on the pre-
Slapshock, and Nine Inch Nails. Hispanic music of the Philippines, which is mostly based on the
Indie Music syntactic structure of a Malayan language and connected with or
Indie music began in the late 1980s in the United Kingdom and related to village feasts, family activities, and the belief in spirits
has since developed into its own distinct genres, including Britpop (anito).
(British guitar pop music) and Riot Grrrl, a feminist punk rock
movement, among others. Things change quickly in the  Hispanic-type Music
independent music industry. Those independent artists who get
successful online tend to go into the mainstream. 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
It is a piece of music created, produced, and sold without the help blossomed, spreading to neighboring islands where it is still
of big record companies. The term also indicates a genre that performed today. A simple harmonic arrangement between the
attempts to differentiate itself aesthetically from key trends. primary degrees of the scale is possibly hundreds of songs
Independent labels are more eager to record fresh performers and strong (Maceda, 1971). “Folk” or love (kundiman) songs are
trends that the larger labels overlook (Danesi, 2018). Early rock, played or accompanied by a plucked-string orchestra (rondalla),
early rap, and other forms were like this. If the musicians are specifically guitar, harp, and keyboard, to name a few.
successful, bigger labels will often buy out or combine with these
smaller firms.
Audiovisual Media
Indie artists have joined the present music industry to set Film is based on photographic technology. Camera obscura (darkroom)
was used by artists to draw in the Renaissance. In 1826, French scientist
themselves apart from conventional music producers. Indie music
Joseph Nicéphore Niépce (1765–1833) invented the modern camera.
began in underground music culture with cult-like followings. Soon after, the French painter Louis J. M. Daguerre (1787–1851) and
Famous indie singers include Dave Days, Boyce Avenue, the British inventor William Henry Fox Talbot (1800–1877) invented
Rebecca Black, and Agsunta, to name some. 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
Traditional Music in the Philippines cords linked to their shutters (Danesi, 2018).
 Pre-Hispanic or Malayan-type music
Pre-Hispanic music in the Philippines may be found in isolated
Types of Film
portions of the nation, such as the highlands of northern Luzon
and the coastal and interior regions of the islands of Mindanao, Films are typically divided into three (3) types: narrative,
Sulu, and other island groups in both the South and West. The documentary, and animated (or cartoon) films (Danesi, 2018).
Philippines is home to more than a hundred main and minor  A narrative film is a work of fiction or a portrayal of actual events. In
05 Handout 1 *Property of STI
 [Link]@[Link] Page 15 of 63
 GE2101
creating a film, there are three (3) stages, mainly preproduction, Video Culture
production, and postproduction. Preproduction is when the In the late 1980s, big film releases were made accessible for home
screenplay is written. The screenplay may be an adaptation of a video viewing shortly after leaving the cinema. A Sony Betamax
novel, short story, comic book, drama, or video game, or it may be
tape recorder, introduced in the late 1970s, was the first to be
original. In the production stage, the screenplay is filmed.
commercialized. The popularity of the technology was shortly
Postproduction (editing) is the last step of filmmaking when non-
linear sequences are edited together to form a plot and other overshadowed by RCA's cleverly advertised VHS videotape format.
components like music, and special effects are added. Notable
narratives include Ang Babae sa Septic Tank, the Marvel Some Firsts in the Philippine Cinema
Cinematic Universe, the Wizarding World, Miss Granny, and  In the Salon de Pertierra at number 12 Escolta, a 60mm Gaumont
Etiquette for Mistresses. Chrono-photograph projector is used to show Un Homme Au
Chapeau (Man with a Hat), Une scene de danse Japonaise
 A documentary is a nonfiction film that depicts real-life (Scene from a Japanese Dance), Les Boxers (The Boxers), and La
circumstances with people explaining their thoughts and experiences Place de L’Opera (The Opera Place) on January 1, 1897. These four
to a camera or interviewer. Theaters seldom screen documentaries. (4) French films were the first to be presented in the Philippines
They are viewed on TV and on various streaming (Fernadez, 1981).
sites like Netflix. Notable documentary makers are David  In 1898, local filmmaker Antonio Ramos used a Lumiere camera to
Attenborough, Kara David, and Atom Araullo, to name a few. shoot Panorama de Manila (Manila landscape), Fiesta de Quiapo
(Quiapo Fiesta), Puente de España (Bridge of Spain),
 Animated films are narrative stories intended for children. A and Esceñas Callejeras (Street scenes), all of which were shot in
storyboard is a set of drawings that depicts the essential portions of Manila.
the tale. Before, animations were made by creating drawings for  Zamboanga, starring Fernando Poe Sr. and Rosa del Rosario, was the
backdrops, décor, and character appearances and temperaments first Filipino film to win an international award in 1937. Director Frank
individually. Today, most animated films are created digitally. Notable Capra praised the film as it was the most fascinating and gorgeous
animated filmmakers include Illumination Entertainment, Pixar, image of local life he had ever seen. Genghis Khan, directed by Manuel
DreamWorks, and Sony Pictures Animation. 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
Genre Analysis John Wayne as the protagonist.

Among pop culture studies, genre analysis is an important

Philippine Television
component. Scripts for early films were inspired by books, pulp
DZAQ-TV Channel 3 of Alto Broadcasting System (ABS) in Manila
fiction, vaudeville, the circus, and other popular entertainment was the first television station to broadcast in the Philippines in 1953. In
sources of the turn of the century. In today's movies and TV shows, 1956, the Chronicle Broadcasting Network that was owned by the
the public imagination is frequently satiated by genres like crime, Lopezes purchased this television station and began broadcasting. With the
mystery, romance, adventure, horror, thriller, espionage, and so on. purchase, the ABS-CBN Broadcasting Network was officially born
But the film has also generated new genres and grown into a (NCCA, 2015).
contemporary art form.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 16 of 63
 GE2101
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.

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.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 17 of 63
 GE2101

False impressions have been formed that Filipino is not a suitable become the major method viewers see films and programming in the
language for intellectual conversation because of the widespread near future. This has important consequences for film and pop
usage of Filipino in entertainment programs. 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
Today, many people like watching shows that serve the greater
streamed at any moment, cliffhangers, for example, are no longer
good. There are several videos and TV shows that depict the poor
dependent on a chronological component. Also, Netflix may foster a
receiving medical and other sorts of social aid, which enables the
show until it “finds an audience.”
public to seek remedy for their problems through television, albeit
only for a limited time. 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
The Philippine Children's Television Foundation (PCTVF) and the
ABS-CBN Foundation have made it possible to produce world-class arcade game with extra features. The electronic tennis game Pong
educational children's shows. For elementary school students, PCTVF has launched the video-game business to America in the early 1970s.
the award-winning Batibot, while ABS-CBN has the science school on-air, This business almost failed in the mid-1980s until Japanese firms like
Sine'skwela, which has been airing since 1994, the values-oriented Nintendo took over and improved gaming technology while
program Hiraya Manawari, the heroism and heritage show Bayani, the producing iconic adventure games like Donkey Kong and the
quirky English show Epol Apple, and the mathematics show Math Tinik Super Mario Brothers.
for primary and intermediate school students.

Video game currently refers to any electronic game, whether played

Advancements in Film and Television on a computer with appropriate software, a gaming console, a
Broadcasting mobile device, or online. In today’s generation, there are currently a
lot of video game genres and formats a user can choose from.
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. Figure 5. From the simple pixelated graphics of pong, technology, and video games have evolved hand in hand Sources:
[Link] [Link] 3-remake-on-
ps5-use-dualsense-life-colors/

Online streaming platforms such as Netflix have tremendously

affected how people watch movies nowadays. This new aesthetic Advertising and Branding
and technical alliance between cinema and television will likely The term advertising was derived from the medieval Latin verb
05 Handout 1 *Property of STI
 [Link]@[Link] Page 18 of 63
 GE2101
advertere, which is defined as “to direct one’s attention to.” beauty, conquering death, and other similar themes. The
There are many different kinds of public announcements, but they individuals in the relevant advertising and commercials are
all have the same purpose: to increase sales of certain products or gorgeous, yet their appearance is surreal, mythological.
services, to convey a social or political message. (Danesi, 2018).
 Aestheticization
The first recorded advertising material during human civilization
Aestheticization refers to the application of visual artists'
was the use of outdoor signs displayed outside shops in the
practices. Using bizarre imagery and juxtaposing subject matter,
ancient cities of the Middle East during 3000 BCE. This form of
surrealist artists make perfume commercials that depict ladies
advertising is also seen in ancient Greeks and Romans.
surrounded by a black abyss or emerging magically out of
nothing. Many perfume commercials are surrealist artworks.
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  Reality Advertising
patterns. Pop culture has led various celebrities, from movie actors Real-life advertising uses real people and celebrities instead of
to sports figures to be in an advertisement and be with the brand. 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
Techniques perfume or clothing item. Like reality television, the tactic
There are various techniques used by advertisers, no matter what media it engages with customers.
appears. This includes positioning, image-creation, mythologization,
aestheticization, reality advertising, and simulation (Danesi, 2018).  Simulation
Simulative advertising is the utilization of popular culture styles,
 Image-creation trends, and language to construct advertising messages.
Creating an image for a product involves giving it a “personality”
that can be marketed to certain demographics. The image is Placement
made up of the product's name, packaging, logo, pricing, and Placement is a sort of subliminal advertising, impacting people's
general presentation. The aim behind developing a product thinking without their knowledge. The most successful advertising
picture is to target certain people, not everyone, so that the campaigns have used popular culture themes, trends, and fads, or
targeted persons may see their own personalities portrayed in well-known personalities or celebrities.
the appropriate lifestyle photos.

 Mythologization Advertising and Branding in the Philippines

Mythologization uses unconscious archetypal motifs to A major portion of the Philippine economy began to rely on
construct a commercial image. Advertising for beauty and advertising throughout the 1950s. Advertisement helped change
cosmetic goods often include themes such as striving for the preferences of Filipinos, who had previously preferred imported
05 Handout 1 *Property of STI
 [Link]@[Link] Page 19 of 63
 GE2101
items. Initially, Filipino firms were skeptical of the value of media.
spending money on advertising, but they soon realized the
benefits. Finding new markets for local goods and boosting Before new forms of languages emerge, there is always the main
demand for current ones were among the advertising's primary language every country speaks. As an effect of pop culture, a new
responsibilities. A massive industrialization trend occurred in the language has been developed.
country between 1949 and 1959, which helped advertising (Lent,
1969).
Philippine Language
The Philippines has become a brand-conscious market. Most Throughout history, the Filipino languages have been impacted by
consumer items are promoted through advertising, and most of numerous different linguistic groups as well as each other. Their
the country's top advertising agencies are multinational. The proximity to Asia has opened doors for commerce and
Philippines' advertising industry has gone beyond conventional tri- communication with other countries and languages (Lopez, 1967).
media (print, TV, and radio). Various occupations of the area by different countries brought the
Filipino languages into direct touch with numerous other languages,
Local advertisers today employ electronic billboards, online which influenced them.
advertising, mass transit or public transportation advertising,
special events and product debuts, direct marketing, social media The earliest Indonesians arrived in the Philippines in groups about
promotion, and other means to sell their goods. However, many 5,000-6,000 years ago, then again around 1500 B.C. Due to their
market sectors are “localized” versions of product promotion and similar linguistic beginnings, Tagalog and Bahasa Indonesia are likely
brand-building. Celebrity endorsements or other high-profile the original languages of the Filipino people (although other groups
figures are also a tried and tested recipe for local advertising. of people are thought to have come to the Philippines much earlier).

Pop culture has always relied on advertising to survive. Advertising Despite English being no longer recognized as a main language in the
is adaptable, seeking new forms of representation and media Philippines, it is nevertheless taught in public schools alongside Filipino
outlets to reflect shifting societal trends and ideals. Advertising, (which is based on Tagalog). Several English terms have made their
like any passing text or trend, is an aesthetic experience that we way into the Filipino language and various dialects, where they are
enjoy regardless of its goals. Advertisements are meant to sway, simply conjugated and altered to meet the language's
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

05 Handout 1 *Property of STI

 [Link]@[Link] Page 20 of 63
 GE2101

traditions (Hemphil, 1962). latter to the 1960s. The 1960s counterculture youth were dubbed
hippies for a reason. They were cool, eschewing normal rituals,
traditions, and lifestyles. The word hip-hop, coined in the 1980s to
As an example, "Maaram ko mag-adjust"– "I know how to adjust" is represent the rap music culture, has the same connotation.
an English phrase that is used in certain languages to signify "move"
(as in "magtransfer kami sa Maynila"– "we are transferring to
Manila"). Slang
While first seen as slang words, "duh," "dude," and "dope" have
evolved into colloquialisms and have become part of popular
There are several ways in which Filipino dialects continue to culture. In the late 1990s, the word "duh" began to appear in the
borrow terms from each other. Since all Filipino languages have a media, from movies to television shows, and even entered the
similar ancestor, it may be difficult to tell which terms originated in vernacular for a short period of time. This is an example of how a
one language and which were taken from another later. There is a media slang item may take on with the general audience.
lot ofvariation in the meanings of these phrases in other languages,
so it is important to avoid making mistakes (Bautista, 1998).
Additionally, slang has vulgarity that allows performers and singers
to express themselves without fear of consequences. However,
Defining Pop Language when used in this way, the vulgarity loses its potency or, at the very
Magazine and newspaper pieces, as well as radio announcements, least, its effect. "F" stands out as an example of the four-letter "F-
began to utilize the same conversational language that appeared in word." It is utilized often in movies but in a way that no longer
pulp fiction and dime novels. catches people's
attention. However, the word's original role in pop culture
The voice of popular culture is expressed through pop language.
performances was more subversive.
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 Many slang terms today have had their meanings altered due to the
language has been a counterpoint to more traditional means of neutralization of profane content. As an example, the word ho, like a
communication. This can be observed in the way it flips words pimp, is used to characterize a fiancée or fiancé in a flattering rather
around to give them new meanings. 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.
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, Slang in Social Media
as were rock stars, rappers, and celebrities. Cool has several In order for a specific language trend to spread, it must be mediated
synonyms throughout pop culture history. Among them are hip and used by a significant number of individuals. Mediators such as
and groovy, the former confined to the hippie period and the Facebook and Twitter may be found nowadays (Danesi, 2018). In
05 Handout 1 *Property of STI
 [Link]@[Link] Page 21 of 63
 GE2101
fact, the language used in various mediums has evolved into its own  Lil Jon
distinct dialects. Friendship on Facebook is distinct from friendship  Timbaland
in the real world, although the line may be a hazy one at times.  Busta Rhymes
Slang terms and acronyms like the following are becoming common  Coolio
on Facebook:  Jay-Z
 Mystikal
 dead: funny, hilarious  The Notorious B.I.G.
 facestalking: browsing through someone else’s Facebook
pictures Rap artists are asserting a form of linguistic independence from
 fbc: Facebook chat white culture by defying orthographic and grammatical norms.
 fbf: Facebook friend Spelling isn't only an indication of education; it's also an indicator of
 shelfie: picture of objects arranged on a shelf how well you talk and write.

Twitter has also generated its own lexicon, forming its own slang
style. Here are some examples: Rap artists' spelling style (how ya doin', I got enuf, etc.) is now a
common feature of pop language. But even before the emergence
 FOMO: fear of missing out of rap, a similar style had been adopted by the mainstream music
 twabstinence: cutting back on Twitter time industry. When it comes to rock bands, Def Leppard, The Monkees,
 twabulous: fabulous tweet and the like, many of them intentionally misspelled their own
 ztwitt: to tweet extremely fast
names.
Regardless of the content, these social media slangs foster and
reaffirm social ties between users. Social media has created the
The Concept of Textspeak
types of rituals it needs for communication to be fluid and robust on
its platforms. Many of the social media spelling and vocabulary patterns listed
above may be categorized as textspeak; the language used to
Effect of Pop Culture on Spelling
communicate written communications through different digital
Pop language is a compressing language, employing abbreviations
channels, notably mobile devices (Danesi, 2018). Textspeak is a sort
not just to speed up communication but also to convey subtleties
of shorthand (based on abbreviations, acronyms, alphanumeric
of meaning. This may be observed, for example, in the way certain
symbols, etc.) that allows for rapid and efficient
artists spell their names. Hip hop singers, for example, have
textual
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:

 Snoop Dogg
 Ja Rule
 Eazy-E
05 Handout 1 *Property of STI
 [Link]@[Link] Page 22 of 63
 IT2402
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.

Examples of Textspeak:
Textspeak Translation
afk Away from keyboard
rofl Rolling on the floor
laughing
brb Be right back
lol Laugh
g2g Got to go
btw By the way
lmao Laughing my a** off

Swardspeak
Given here are the names Portugal, Tom Jones, Luz Valdez, and Mahalia Jackson – as well as the word
anaconda. To the average reader, they mean what they represent: Portugal is a country, Tom Jones is a British
singer, Luz Valdez is an actress, Mahalia Jackson is a gospel singer, and an anaconda is a large snake. However,
in the LGBTQIA+ community, they mean entirely different things. These words are part of their ever-growing
language being spoken by everyone – regardless of gender: swardspeak.

As a subset of slang, swardspeak (or the “gay lingo”) is characterized as a language that incorporates various
languages and names and integrates them in creative ways. Etymologically speaking, the term “ sward” is
Filipino slang for gay. Originally a coded language for the gay community, it has since then become widespread
and well-known – with some words already incorporated in the everyday vernacular. (Racoma, 2013)
Swardspeak can be classified based on how the words are made and/or used in the sentence’s context. Most
of the terms are borrowed from other cultures.

 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.

Examples:
Replacing Syllable Original Word New Word
Jo- / Sho- Asawa Jowa
(spouse)
Ju- / Shu- Kapatid Shupatid
(sibling)
Ky- Mabaho Kyoho
(stinky)
Ny- Shorts (leg Nyorts

05 Handout 1 *Property of STI

 [Link]@[Link] Page 3 of 63
 IT2402
wear)

-ash Ganap (event) Hanash

(with H
substitution)

-is Obese Jubis

(with ju-
substitution)
Ako
-iz Akiz
(I) Akin
(mine)
-ish Huwag (do Witish
(from the
not) variation, wit)
Sinetch
-itch Sino (who) (with local
phonetic
substitution)
-ech Ito (this) Itech
-ush / -oosh Taray (bratty) Tarush (awesome)

-er / -ur / - Hello Heller

(localized as
or Haller)

 Inversion is the deliberate switching of either the word’s entire spelling or syllabic placement. This is mostly
observed in the Cebuano swardspeak.
E.g., Lain (unpleasant) becomes nial (unpleasant).

 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)

 Deliberate homophones are the usage of words that sound similar to the words that will be used in the
conversation. These are mostly through the use of foreign words whose phonetics have a similar version to the local
words.
E.g.,
 Geisha is homophonous to “gay siya”
 Egypt is homophonous to jeep (vehicle)

 Name puns are the intentional use of famous celebrity names, whether local or foreign, as descriptors for the
intended words. E.g.,
 Gutom (hungry) becomes Tom Jones (the British singer)
 Huli (to be caught) becomes Julie Andrews (the English actress)

 Borrowing is the deliberate usage of foreign words while retaining the foreign word’s meaning.
E.g.,
 Watashi (Japanese) is used to substitute the pronoun “I” or “me”
 Carry (English) is used in the Filipino context of “kaya (capable)”

Visual Language
05 Handout 1 *Property of STI
 [Link]@[Link] Page 4 of 63
 IT2402
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.
4-6
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 that is deemed popular by
social media users. This means that pop
culture is becoming memetic.

Virality
Videos of unscripted comedy, humiliating
05 Handout 1 *Property of STI
 [Link]@[Link] Page 5 of 63
 IT2402
occurrences, and anything else that is
funny are the most likely to become viral,
such as the Grumpy Cat meme or an
established celebrity's musical
performanceFamous 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 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.

The Creation and Consumption of Popular

Culture
Table of Contents

Contemporary Trends
Enduring High and Folk Cultures
Celebrities
Marketability and Industry for 6-7
Popular Culture
References 7

Popular culture can be categorized into six (6) major groups. These major groups are the things that affect
everyone as humans, as people living on the same planet. However, it can also be classified according to its
influence and impact. After all, popular culture is a form of contemporary trend.

05 Handout 1 *Property of STI

 [Link]@[Link] Page 6 of 63
 IT2402

Contemporary Trends
Contemporary trends can be defined by combining the definitions of the individual words that comprise them.
 The term contemporary is defined as anything existing or happening within the same period (Merriam-
Webster, n.d. (b)). As an example, Andy Warhol and Lino Brocka were contemporary artists of the 1900s despite
having wildly contrasting creative styles.
 The term trend means either a prevailing inclination, a general movement, or a current preference (Merriam-
Webster, 2021b). As an example, the social media site Twitter keeps track of the current trending topics, events, or
people through the use of hashtags.

As it stands, contemporary trends are current preferences occurring within the same time period. As an example,
social media sites such as Tiktok, Facebook, Twitter, Instagram, and Snapchat are all trends that became famous in
the early 21st century and are contemporaries with each other, while the social media sites Friendster, Imeem,
Multiply, Vine, and MySpace were all contemporaries of each other despite their fame in the 21 st century. This is
because the Friendster-period social media sites were different than the ones in the Facebook period.
As such, popular culture can also be classified based on its appeal to the people it caters to.
 Flops (or Bombs) are popular culture icons that did not meet the standards for them to be considered successful.
Not everything that becomes part of popular culture is famous. Some examples include the Sony Betamax, the
Apple Newton, and Nintendo’s VirtualBoy console (Gilbert, 2019). It also includes box office bombs such as the
musical film Cats (by Tom Hooper), Final Fantasy: The Spirits Within (by Hinorobu Sakaguchi), Disney’s live
adaptation of Mulan (by Niki Caro), and Emir (by Chito Roño).

Figure 1. Some popular culture icons can become flops despite their fame, and not all flops are unpopular
Source: [Link]

 Fads are popular culture icons that gain a significant following. However, they do not last long and can be replaced
by the next “big thing” if given enough time and clamor. People who tend to enjoy fads tend to seek variety (Davis,
2021). Some examples include the original Justice League (by Zack Snyder), the Aktins and the South Beach
Diet regimens, Flappy Bird, and Tamagotchi.
 Sleeper hits are popular culture icons that started out as weak but became famous over time. This is usually
applicable in movies. Some examples include I’m Drunk; I Love You (by JP Habac), Ma’ Rosa (by Brillante
Mendoza), and Four Sisters and a Wedding (by Cathy Garcia-Molina) (Romero, 2019)

 Some popular culture icons cater only to certain subcultures because these subcultures deem that only they show
appreciation to these icons. These gain a cult following because of the fans’ devotion to them. Some examples
include Invader Zim (by Jhonen Vasquez), The Big Lebowski (by the Coen Brothers), Star Wars (by George
Lucas), Mean Girls (by Mark Waters), and The Wizarding World (by JK Rowling). In our country, love teams get a
cult following from them, such as Alden Richards - Maine Mendoza (or AlDub), Nora Aunor - Tirso Cruz III
(or Guy and Pip), and Kathryn Bernardo - Daniel Padilla (or KathNiel) to name a few.
 There are things that are so well-liked by everybody it leaves a lasting impression on them, be it through the
experience of peer reviews. They are considered blockbuster (or widely acclaimed) materials. When they
become part of popular culture, sometimes they are memorialized for their expressed qualities, such as aesthetics,
creativity, and impact, among others. Some examples include our national heroes, films such as Titanic (by James
Cameron), My Amnesia Girl (by Cathy Garcia-Molina), and 3 Idiots (by Rajkumar Hirani), and in literature such as
Bata, Bata… Pa’no Ka Ginawa? (by Lualhati Bautista), The Fault in Our Stars (by John Green), and The
Sisterhood of the Traveling Pants book series (by Ann Brashares).

Figure 5. James Cameron has directed box-office hits that became part of popular culture
Sources: [Link] [Link]

05 Handout 1 *Property of STI

 [Link]@[Link] Page 7 of 63
 IT2402
 Parodies, samplings, and remixes are popular culture icons that are made by the people that are consumed by
other people. Each of them aims to provide entertainment, but how they achieve this is done differently.
o When something becomes a part of popular culture, expect that people will create something out of it either out of
appreciation, mockery, or some other reason. When this happens, parodies are made. Parodies are designed to
imitate or satirize something using the same form ([Link], n.d.). Some examples include Michael V’s parody
songs, which include Bathroom Dance (parodying Lady Gaga’s Bad Romance), Uh-Oh (parodying UDD’s Oo), and
Isaw Nga (parodying South Border’s Ikaw Nga); “Weird” Al Yankovic’s parodies such as White & Nerdy (parodying
Chamillionaire’s Ridin’) and Perform This Way (parodying

Lady Gaga’s Born This Way). Parodies can also be seen in videos, T-shirt prints, and stage
performances.

o Other people use some elements of popular culture and reuse them to create new things from it without the intention
of satirizing it or completely imitating it. Particularly used in the music industry, some singers do samplings for their
music. Sampling, simply put, is a reuse of a particular song’s portion in another recording (Cornell, 2016). Famous
songs such as Ava Max’s Kings and Queens and Coolio’s Gangsta’s Paradise use samples from Bonnie Tyler’s If
You Were a Woman and Stevie Wonder’s Pastime Paradise, respectively. Whether intentional or otherwise, it
allows other people to experience the other icons they are not exposed [Link] people completely “rip apart” one (1)
music piece and “repurpose” it in another song, combining two (2) or more songs into one (1) cohesive piece that is
altogether a new thing for others to consume. This is what people refer to as remixing, defined as a variant of an
original recording made through rearrangement of the piece or by adding more layers to the original piece
(Collins Online Dictionary, n.d.). Music producers and disc jockeys (or DJs) cater to the creation of remixes.

Enduring High and Folk Cultures

It has been stressed that popular culture is made by the people, for the people. It has also been stressed that
the working class dictates which aspects of their cultures shall be retained and which ones will be removed.
Despite the various popular icons that have come and gone and the intense scrutiny of the masses to
popular, folk, and high cultures, some parts in both folk and high cultures endure to this day.

These icons are what people call the classics. Depending on the spectrum being observed, one (1) classic to
one subculture is different
from other subcultures – although there are icons that are not completely exclusive to a particular subculture.
As an example, in the ballet subculture, Tchaikovsky’s The Nut Cracker is a must-have for dancers who wish
to perform in a standard recital. This enduring high culture icon is also shared with the Christmas subculture in
the West.

Figure 8. Another of Tchaikovsky’s work, “Swan Lake”, is already made into different iterations, but somehow retaining its plot and some characters
Sources: [Link] [Link] [Link]

Another example is Lea Salonga. She is an icon of both popular and high cultures because of her diverse theater
musical, play, and film performances. Her notable roles include Eponine in Les Misérables, Kim in Miss Saigon, the
singing voices of two (2) Disney Princesses – Jasmine and Mulan, and Gail in Yellow Rose.

For folk culture, the Philippines has a multitude of folk instruments; some of them are featured in the works of
ASIN and in the 2013 Department of Tourism ad campaign, “WOW Philippines” through their music video,
Biyahe Tayo.

Celebrities
05 Handout 1 *Property of STI
 [Link]@[Link] Page 8 of 63
 IT2402
On September 30, 2021, YouTube gamer Charles “Charlie” White Jr. (known online as penguinz0
Cr1TiKaL) commented about the rapidly declining health of YouTuber Nicholas Perry (known online as
Nikocado Avocado) due to his mukbang content – which led to Perry’s obesity while also gaining Perry’s
fame. This comment video started an online tirade between the two (2) YouTubers, which sparked the
conversation about health, well-being, and body positivity.

Both YouTubers are considered online celebrities, with White appearing alongside US congresswoman
Alexandria Ocasio- Cortez, during the 2020 US Elections, and with US rapper T-Pain playing the famous
online Mafia-like game Among Us.

But what is a celebrity? What makes one a star?

Being a celebrity is defined as the state of being celebrated (Merriam- Webster, n.d. (a)). Therefore, in this
context, it is a general recognition of a person or a group as a result of fame given to them by the mass media.
As such, whether in film, television, and (currently) on the Internet, anyone can become a celebrity – given
that the mass media give them attention and publicity (Sasson, n.d.).
What makes them part of popular culture is their genesis – celebrities are made, not born. They can either
be short-lived or enduring, depending on their rise to fame. Such stars can also be categorized the way popular
culture is categorized.
 Entertainment: Some examples include Briliante Mendoza, Lualhati Bautista, Dingdong Dantes, Angel Locsin,
Guillermo del Torro, Marilyn Monroe, and Selena Quintanilla.
 Lifestyle: Some examples include Ben Cab, Vera Wang, Jose Nepomuceno, as well as chefs and foodies such as
Pablo “Boy” Logro, Erwan Heussaff, Gordon Ramsay, Tonipet Gaba, Roger Mooking, and Adam Richman.
 Sports: Some examples include competitive eSports gamers such as Lee “Faker” Sang-hyeok, Clement “Puppey”
Ivanov, Jinn Marrey “Palos” Lamatao alongside traditional athletes such as Kobe Bryant, Kiefer Ravena, Chris
Tiu, Willy Wang, and Bea Binene.
 News: Some examples include Anderson Cooper, Henry Omaga- Diaz, Noli de Castro, Mike Enriquez, and
Kara David. It can also include infamous people on the news, such as Charles Manson, Ted Bundy, and Asiong
Salonga.
 Politics: Some examples include Aung San Suu Kyi, Harry Roque, Ernesto “Che” Guevarra, Benigno Simeon
“Noynoy” Aquino III, Ferdinand “Bongbong” Marcos Jr., Chiang Kai-shek, Mao Zedong, Shinzo Abe, Vladimir
Putin, Margaret Thatcher, and Kim Jong-Un.
 Technology: Some examples include Laina Morris (“Overly Attached Girlfriend”), Kyle Craven (“Bad Luck Brian”).
It also covers YouTubers such as Lloyd Café Cadena, Helen Payawal (“HelenOnFleek”), Tyler Oakley, and Jimmy
Donaldson (“MrBeast”) alongside casual gamers such as Gian Lois Concepcion (“GLOCO”), Mark Edward
Fischbach (“Markiplier”), Sean William McLoughlin (“Jacksepticeye”), and Felix Arvid Ur Kjellberg
(“PewDiePie”).

As one would notice, each celebrity can also be classified into seven
(7) main groups of celebrity fame (or infamy). A celebrity can dabble into more categories than they originally
classify as.
 Singers are people who perform vocal performances called songs. Examples include Jasmine Trias, Regine
Velasquez- Alcasid, KZ Tandingan, BTS, and Blackpink.

 Actors are people who perform visual entertainment with varying genres. These can include stage and theater
plays, television shows, films, and (currently) web series. Examples include Chris Pratt, Winston Duke, Lea

05 Handout 1 *Property of STI

 [Link]@[Link] Page 9 of 63
 IT2402
Salonga, Eva Noblezada, Hugh Jackman, and Lee Young-Ae.
 Reality show participants are people who join game shows shot live for others to watch at home. People who
enter these competitions eventually become famous themselves. Examples include Kim Chiu, Melisa “Melai”
Cantiveros, Ejay Falcon, James Reid, Mark Herras, Jennylyn Mercado, Jeric Gonzales, LJ Reyes, Aljur
Abrenica, Sandara Park, David Giuntoli, and Melissa Ricks.
 TV presenters are people who host events that are seen on television. These include newscasters, event hosts,
radio DJs, and masters of the ceremony (MCs). Examples include Mel Tiangco, Tim Yap, Jeffrey “Mr. Fu” Espiritu,
and Raymond Gutierrez.
 Athletes are people who compete in sports events. Nowadays, it also includes eSports players. Examples include
Alvin Patrimonio, Marc Pingris, Danil “Dendi” Ishutin, Ryan Jay “Raging Potato” Qui, and Hidilyn Diaz.
 Politicians are people who run for government office and are sworn to help their countrymen and protect the
country from foreign interests. Examples include Rodrigo Duterte, Corazon Aquino, Ferdinand Marcos, and
Emmanuel “Manny” Pacquiao.
 Persons-of-Interests are people who become celebrities either through association or infamy. The term used for
this contemporary trend is called celebrification, the process wherein an individual (ordinary people or public
figures) become a celebrity (or famous).
o People become celebrities through association if they have prior connections to any existing celebrities or well-
known groups and made names for themselves independent from their associates. Examples include Kim
Kardashian (as the stylist of Paris Hilton), Jacksepticeye (after being given a shout-out from PewDiePie), and
Tessa Prieto-Valdes (being a member of the wealthy Rufino clan).
o People would become celebrities through infamy if they earned a negative reputation for themselves, usually
through crime. Examples include Charles Manson (for starting a cult),
Janet Lim-Napoles (for swindling money via PDAF scam), and
Osama Bin-Laden (for acts of terrorism).

But why do we idolize them so much (and yes, there are people who worship criminals)?

There are a few reasons why:

1. The public idolizes people because they are viewed as important, powerful, or even famous – and because many
people know about them.
2. Most live vicariously (i.e., watching other people do something and imagine that they did it) through them because
man desires to be recognized.
3. Following celebrities drive some people to lead different lives because of their vicarious actions, which can be both a
positive and a negative.
4. Gossips involving celebrities seem livelier and more valuable.
5. Some are attracted to the aesthetics of their idols.
6. Curiosity is the main driving factor why people are fascinated with celebrities.
7. There is a certain amount of affinity between the audience and the celebrities they follow each time they see them.

Celebrities are people, too. It is just that mass media (sometimes, even the paparazzi) keep on following them,
giving the average Jane and Joe a glimpse of their lives.

Marketability and Industry for Popular Culture

As discussed earlier, popular culture is made by the people, for the people. As such, businesses can capitalize
on popular culture to sell their merchandise.

But why do businesses use this tactic? Simply put, relevance

05 Handout 1 *Property of STI

 [Link]@[Link] Page 10 of 63
 IT2402
Businesses are now beginning to pick up on this trend and have started to change their marketing strategies to
stay relevant in the public conscience and entice more customers. In the United States, at least 28% of the
most successful businesses use popular culture in
their marketing campaigns. As an example, Stranger Things became a hit phenomenon – and as such,
companies such as Nike, Burger King, and Coca Cola recognized the potential in this and began to sell
merchandise that surrounds Stranger Things (Claybrook, 2019).

But, remember, in the previous modules, it has been established that popular culture is also made by
businesses to capitalize on the working class’ consumer-based actions. As such, companies also drive popular
culture through selling merchandise that surrounds popular culture icons and trends. Without them, the
general public will not be able to fulfill their function to filter out the ones that will stay and the ones that
must be left behind (McAllister, 2003; Crossman, 2019).

However, businesses can do more with popular culture than using it for relevance.

As studied by Magna Global, IPG Media Lab, and Twitter, entitled “The Impact of Culture,” businesses can
capitalize on popular culture to grab the attention of consumers – especially to the younger generations
(Sharpe, 2021). This is because people are starting to look at what is present in today’s culture that can help
them decide what to buy.

As revealed in the research, 83% of the sample population think of culture as more than just traditional. As
the consumer sample put it, businesses should be more involved in popular culture, particularly in addressing
social issues and movements (Magna, 2019).

To summarize,
1. Businesses create a popular culture to stay relevant. In the past, it is effective to keep on top of every working class’s
mind. However, with today’s standards, consumers are now expecting businesses to be more involved with other
aspects of popular culture, such as addressing social issues.
2. While businesses can jump into the popular culture bandwagon, it does not mean that every business should do the
same. Businesses should be insightful in their approach to ensure authenticity and maintain appropriate brand
alignment.
3. In terms of ad presentations, culturally-focused advertising performs differently based on the target audience and
their environment – in all spectrum ranges (i.e., traditional (or folk), popular, and high).

05 Handout 1 *Property of STI

 [Link]@[Link] Page 11 of 63
 IT2402

05 Handout 1 *Property of STI

 [Link]@[Link] Page 3 of 63