MODULE 4- Adaptation of Technology in Philippine Popular Culture
Week 11- 12
This module consists of two lessons namely:
Lesson 1: Media and Entertainment
Lesson 2: Contemporary Trends and Adaptations
Overview
In this module, we will explore the role of technology in Philippine Popular Culture. It has
greatly shaped our society, including social media, smartphones, online gaming and digital
entertainment. Filipino use technology to showcase talent, connect with others and raise social
awareness. These adaptations have profoundly impacted various Filipino style and expression,
reflecting the dynamic cultural landscape of the Philippines.
Expected Output: VLOG and Matrix
Module Time Allotment (weeks or hours): 3 Hours
Lesson 1 : Media and Entertainment
ABOUT THE LESSON:
This lesson covers the nature and concept of media and entertainment and its pivotal role to
Philippine Popular Culture.
At the end of the lesson, you will be able to:
LO1 : Discuss the concept of Media and Entertainment and its influences to Philippine Popular
Culture
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
LO2 : Compare and contrast both adverse and beneficial effects of various media and
entertainment channels to culture
LO3: Present a group presentation leveraging media to promote the legacy of the Philippine
Culture in the 21st Century.
Guess what !
Directions: Show a short videos featuring highlights from popular
Philippine movies, TV shows, music and entertainment events and ask a
series of trivia questions related to famous Philippine Media and
Entertainment.
Media and entertainment play a significant role in shaping the cultural landscape of any country.
In the Philippines, a diverse and vibrant range of media forms and entertainment options have
emerged over the years, reflecting the rich heritage and evolving tastes of the Filipino people.
The influence of media and entertainment in the Philippines can be traced back to the Spanish
colonial period in the 16th century. During this time, theatrical performances, known as komedya,
were introduced and became a popular form of entertainment. The American occupation in the
early 20th century further contributed to the development of modern media, including newspapers,
radio, and later, television.
Traditional Filipino entertainment includes various art forms such as folk dances, music, and
theater. These cultural expressions often showcase the country's diverse regional traditions and
reflect the Filipinos' love for storytelling and performance. Examples of traditional entertainment
include the Tinikling dance, Kundiman music, and the Sarswela theater.
The introduction of American media, particularly Hollywood films, had a profound impact on
Philippine popular culture. Western influences brought about changes in fashion, music, and
cinema. The rise of local film industry, known as "Pinoy cinema," emerged as a response to the
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
dominance of Hollywood. Filipino actors, actresses, and
directors gained recognition not only locally but also internationally.
What is Media?
Media is a vehicle or means of communication that disseminates information from the source to
the target public. Any media intended for a larger audience is called Mass Media. From pictorial
representations at an early age, massive production of newspapers, and fancy videos on
television to high-tech media combining the Internet and computers, there are variations in the
type of mass media. Being the prime source of information, entertainment, marketing, advertising
media, and motivation for everyone and everywhere in the world, you will, through this blog, learn
about the different types of mass media, and tools of mass communication; and how it influences
us!
How does Media affect Culture?
The influence of media on culture is profound
and multifaceted. Media, in its various forms,
including television, film, radio, print, digital
media, and social media, plays a pivotal role in
shaping, reflecting, and perpetuating culture.
Learning about other cultures through the
media can create some stereotypes, which can
be negative at times. The media plays an
important role in educating people and making
them familiar with some cultures so as to avoid
stereotypes. Examples of stereotypes that have
been created by the media include portraying
Muslims as terrorists and Africans as illiterates. Photo taken from slideshare.net
By educating people about different cultures and emphasizing the positive aspects, the media
can play an important role in constructing the cultures of different societies across the world and,
in the process, avoiding prejudice and stereotyping. The mass media has got a large audience
that gives a lot of power to influence many societal issues. The media advocates for social
concerns and enables communication and exchange of positive cultural values among different
societies
The mass media presents information about a particular region of culture to the whole world, and
its therefore very important for the information to be properly investigated before the presentation.
Global sports such as the World Cup enjoy a lot of following across the world, and the media has
the power to influence many cultural aspects during such tournaments.
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
Many ideas concerning males and masculinity have been constructed by the media. The media
portrays a man as brave and without emotions and women as fearful and emotional in television
programs and movies. The media forms the idea of a real man in society as one who is aggressive
and financially stable. Women are portrayed as housekeepers, and the children grow up with this
information.
The media has constructed a new
image of beauty which has continued to
influence many women and even young
girls across the world. Since beauty has
been associated with having a slim figure,
many women and young girls have
become very enthusiastic about weight
control and have also been influenced to
change their diet. Schools and parents
have failed to educate children about
sexuality and, in the process leaving the
media as the only source of information
about sexuality. Photo taken from facebook.com (Pinoy pride arts)
According to traditional cultures, it is often taboo to talk about sexuality with children, but this is
bound to change because schools and parents realize that it is no longer sensible to avoid talking
to children about sex-related issues. The media plays a very important role in ensuring that
societal norms, ideologies, and customs are disseminated. Socialization has been made possible
and much simpler because of the media.
Through socialization, different societies are able to share languages, traditions, customs, roles,
and values. The media has become a significant social force in recent years, especially for young
people. Whereas the older generations view the media as a source of entertainment and
information, the majority of young people see it as a perfect platform for socialization.
The media highlights different values and norms and the possible consequences of failing to
adhere to societal norms and values. Through the media, society is able to learn how to behave
in different circumstances according to one’s role and status .The media helps in portraying
models of behavior that are supposed to be followed by society and its members.
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
Interactive Discussion!
It's important to note that the relationship between media and culture is dynamic and reciprocal.
While media influences culture, culture also influences media content and choices. Additionally,
the impact of media on culture can vary based on factors such as technology, media ownership,
regulation, and audience demographics. Understanding the complex interplay between media
and culture is crucial in analyzing and navigating the role of media in contemporary societies. And
also, it is important to note that while entertainment can have a powerful influence on culture,
culture also shapes the content and trends within the entertainment industry. The relationship
between entertainment and culture is dynamic and multifaceted, reflecting the evolving nature of
society and the arts.
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
ACTIVITY
Title of Activity : “Leveraging Media to Promote the Legacy of Philippine Culture in the 21st
Century”
Directions:
Present a VLOG showcasing the utilization of media to promote Philippine Culture in the 21st
Century, your video must be limited to a minimum length of 3 minutes only.
The content should comprise of the following:
• Introduction
• Significance of Philippine Culture
• Media's Role in Promoting Culture
• Showcase of Media Utilization
• Challenges and Opportunities
• Conclusion
Significance of Media and Entertainment to
Philippine Popular Culture
In the Philippines, media and entertainment play a crucial role in shaping the country's popular
culture. From television shows and movies to music and online content, these forms of media
have a profound impact on the values, beliefs, and behaviors of the Filipino people. Media and
entertainment serve as a reflection of society, providing a platform for cultural expression and
fostering a sense of identity among Filipinos. Through various mediums, such as teleseryes (local
soap operas), music festivals, and social media influencers, the media industry contributes to the
preservation and evolution of Philippine traditions and customs. Additionally, media and
entertainment serve as a catalyst for social change, addressing important issues and sparking
conversations within the society. By celebrating diversity, promoting creative expression, and
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
providing opportunities for talent to thrive, media and
entertainment contribute to the vibrancy and dynamism of Philippine
popular culture.
RUBRIC
1
4 3 2
CRITERIA SCORE
NEEDS WEIGHTED
EXCELLENT GOOD SATISFACTORY
IMPROVEMENT MEAN
MASTERY / SUBJECT Student
Student is Student does not
KNOWLEDGE / demonstrates full Student is at ease
uncomfortable with have grasp of
CONTENT knowledge by with expected
information and is information; student
answering all class answers to all
able to answer only cannot answer
questions with questions, without
rudimentary questions about
explanations and elaboration.
(30%) questions. subject.
elaboration.
Student presents Audience cannot
ORGANIZATION Student presents Audience has
information in understand
information in difficulty in following
logical, interesting presentation
logical sequence presentation because
sequence which because there is no
which audience student jumps
(15%) audience can sequence of
can follow around.
follow. information.
Presentation has Presentation has
Presentation has 3
MECHANICS AND no misspelling or no more than 2 Presentation has 4
misspellings or
GRAPHICS grammatical misspellings or or more misspelling
grammatical errors.
errors. Students grammatical or grammatical
Student occasionally
graphics explain errors. Students errors. Student uses
uses graphics that
and reinforce graphics relate to superfluous graphics
(10%) support the texts and
screen texts and text and or no graphics.
presentation.
presentation presentation
Students Student maintains
Student reads all of
maintains eye eye contact most
Student occasionally the reports with no
contact with of the time but
use eye contact and eye contact with
audience, seldom frequently returns
reads most of the audience. Student
DELIVERY returning to notes. to notes. Student’s
report. Student’s mumbles and
Uses clear voice voice is clear and
voice is low and incorrectly
EYE CONTACT / POISE and correct pronounces most
incorrectly pronounces terms
/ ELOCUTION precise words correctly.
pronounces terms. and speaks too soft.
pronunciation of Makes minor
Displays mild tension; Tension and
terms. Student mistakes, but
has trouble nervousness is
displays relaxed, quickly recovers
(25%) recovering from obvious; has trouble
self-confident from them;
mistakes. recovering from
nature about self, displays little or no
mistakes.
with no mistakes. tension.
LEARNING ACQUIRED
(20%)
TOTAL:
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
Lesson 2 : Contemporary Trends and Adaptations of Technology to Philippine Popular
Culture
ABOUT THE LESSON:
Contemporary Trends and Adaptations of Technology to Philippine Popular Culture
explores the dynamic relationship between technology and the vibrant popular culture of the
Philippines. This overview examines how advancements in technology have influenced and
shaped various aspects of Philippine popular culture, including music, film, television, fashion,
and social media. From the rise of OPM (Original Pilipino Music) through digital platforms to the
use of mobile applications for fashion and beauty, this text delves into the ways in which
technology has become deeply integrated into the fabric of Philippine society. Students will gain
insights into the transformative power of technology on the country's cultural landscape,
appreciating both the positive and negative impacts of these advancements. Through case
studies and examples, they will develop a comprehensive understanding of the contemporary
trends and adaptations of technology within the rich tapestry of Philippine popular culture.
At the end of the lesson, you will be able to:
LO1: Analyze the different current trends , adaptations and issues in technology to
Philippine culture
LO2: Determine the various challenges of adaptations of technology to essence of
Philippine Culture
LO3: Reflect personal beliefs, professional influences and practices in different
adaptations and trends in technology.
How does technology contribute
to cultural change?
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
Popnology: How Pop Culture and Technology
Influence Each Other
Gone are the days where we’re passive consumers
of media. Today, we’re the media. Made possible
by technology like social media platforms such as
Facebook, TikTok, Instagram, and YouTube, we’ve
become creators and the direct consumers of
information and entertainment.
While technology develops primarily to make
processes more efficient and our lives more
convenient, its effect on the entertainment industry
has been spectacular. From the music industry to
the film industry, everything has taken a 180.
Records, cassette tapes, and CDs are seeing a
decline because of streaming services like Deezer.
Other video streaming services such
as Netflix, Apple TV+ too are replacing traditional
film and television. With so much information, video
and audio content, and of course, memes, it isn't
This Photo by Unknown Author is licensed under CC BY-NC
an overstatement to say that it really is the golden
age of entertainment.
As the advancements of technology have raised hopes for a better future and a new level of
immersion, the influence it has had on our everyday lives and culture cannot be denied. Now
embedded in people’s lives, our culture in general has experienced changes in a number of
different areas due to technology, such as:
1. Communication
From writing and posting snail mail letters to sending emails at the click of a button. From showing
family and friends photographs to uploading everything to socials for them to see.
In many ways, these advances have been for the best, especially when it bridged the gap in time
and space. While some may say that the introduction of the internet has caused us to become
detached from one another, the way we communicate with each other has been one of the biggest
things in our day-to-day lives to change because of technology.
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
2. Gaming
A now multi-billion dollar industry, gaming has come a long way since the days of playing Space
Invaders and Pong at the local arcade. Now, we can connect with players from all over the world
while fully immersed in a gaming landscape that’s absolutely gorgeous and with amazing
graphics.
And while it’s still evolving, Virtual Reality (VR) is fast becoming something absolutely incredible
too. It’ll be really interesting to see where tech can take us over the next few years in this space.
3. Work
While it might have been a bit of a forced expansion due to COVID-19, it’s no secret that more
people are now working from home. And this would most certainly not be possible at all without
the right technology to support it. Instead of having to go into the office for every meeting, we’re
now able to use video call tech like Zoom to get the job done. Online storage that can be shared
with the entire company allows us to easily access whatever work-related files and documents
we need even if we’re not physically in the office.
Roles of Technology in Philippine Culture
Technology plays a significant role in shaping the popular culture of Filipinos. With the rapid
advancements in technology, Filipinos have embraced various forms of digital innovation that
have revolutionized their way of life. In this text, we will explore the ways in which technology has
influenced the popular culture of Filipinos.
The widespread use of smartphones has transformed the way Filipinos communicate and access
information. Mobile applications such as social media platforms have become an integral part of
their daily lives. Filipinos use these platforms to connect with friends and family, share
experiences, and express themselves through photos, videos, and posts. The popularity of social
media influencers and online celebrities has also soared, influencing fashion trends, lifestyle
choices, and even consumer behavior.
The availability of affordable internet access has opened up a world of opportunities for Filipinos.
Online gaming has gained immense popularity, with competitive gaming tournaments drawing
large audiences and even professional players. The rise of e-sports has created a new avenue
for Filipino gamers to showcase their skills and gain recognition. Additionally, online streaming
platforms have given rise to a new generation of Filipino content creators, producing a wide range
of digital content such as vlogs, short films, and music covers.
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
Moreover, technology has transformed the way Filipinos consume entertainment. Online music
streaming platforms have made it easier for Filipino musicians to showcase their talent and reach
a wider audience. The popularity of K-pop and other international music genres has also
influenced Filipino music preferences and styles. Furthermore, the accessibility of online movie
and television streaming platforms has changed the way Filipinos watch and enjoy their favorite
shows and film
Technology has also influenced the educational landscape in the Philippines. The adoption of e-
learning platforms and digital textbooks has made learning more interactive and accessible.
Online courses and virtual classrooms have provided opportunities for Filipinos to pursue further
education and acquire new skills. Additionally, the use of educational apps and online resources
has enhanced the learning experience for students of all ages.
Challenges and Impact of Technology on the
Philippine Cultural Landscape
The Philippines, a country rich in cultural heritage, faces several challenges when adapting
technology to preserve the essence of its culture. Now, we will explore some of these challenges
and their impact on the Philippine cultural landscape.
1. Language barrier poses a significant
challenge when integrating technology into
the essence of Philippine culture. The country
is home to a diverse range of languages and
dialects, making it essential to ensure that
technology is accessible to all. Localization of
software, applications, and websites becomes
crucial in order to cater to the linguistic
diversity of the Filipino people. By providing
technology in various languages, the essence
of Philippine culture can be preserved,
allowing people to engage with technology in
a way that aligns with their cultural identity This Photo by Unknown Author is licensed under CC BY-SA
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
2. Digital divide .While technology has made significant advancements, not everyone in the
Philippines has equal access to it. There are still regions and communities with limited or no
internet connectivity. Bridging this gap and ensuring equitable access to technology is essential
to avoid further marginalization. By providing access to technology to all Filipinos, regardless
of their geographical location, we can ensure that the essence of Philippine culture is not
compromised.
3. Cultural preservation is a key
consideration when adapting technology.
Preserving Philippine culture amid
technological advancements is vital. By
creating digital repositories and virtual
platforms, we can safeguard and celebrate
Filipino traditions for future generations. This
can be achieved by creating digital
repositories, virtual museums, and online
platforms that showcase and celebrate
Filipino traditions, art, music, and literature.
By embracing technology as a tool for
cultural preservation, the essence of
Philippine culture can be safeguarded for
future generations.
This Photo taken by Alexander Lucero
4. Ethical considerations arise when integrating
technology into the essence of Philippine culture.
Privacy, data security, and digital ethics are important
factors to consider. As technology becomes more
pervasive, it is crucial to ensure that the rights and
privacy of individuals are protected. Respecting cultural
boundaries and norms when utilizing technology is vital
to maintain the integrity of the Philippine culture. This Photo by Unknown Author is licensed under CC BY
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
5. Education and awareness play a crucial role in
overcoming the challenges of adapting technology to
the essence of Philippine culture. By promoting digital
literacy and providing training opportunities, Filipinos
can better navigate and make use of technology while
preserving their cultural heritage.
This Photo by Unknown Author is licensed under CC BY
Directions: Based on the discussion, make a reflection paper using the guide question below.
Discuss the role of technology in enhancing education about Philippine
popular culture? How can e-learning and digital resources contribute to a
better understanding and appreciation of the country's heritage?
Share your thoughts about the
statement given by “Nick
Marquez “on his true soul of
being Filipino.
Quijano de Manila – “Soul of Filipino” - PTV News
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
REFERENCES
• Pertierra, A. 2023. Entertainment Publics in the Philippines.
https://journals.sagepub.com/doi/10.1177/1329878X20985960
• June 8, 2023.Types of Mass Media. Wings. https://leverageedu.com/blog/types-of-mass-
media/
• October 29, 2023. How does technology influence society. Ivy Panda.
https://ivypanda.com/essays/how-our-culture-is-affected-by-the-media/
• M1.blog.https://www.m1.com.sg/blog/personal/popnology-how-pop-culture-and-
technology-influence-
eachother#:~:text=The%20Democratisation%20of%20Pop%20Culture,viral%20videos%
20of%20the%20year.
_____________________________________________________________________________________
Address :
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
