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1. GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
Department of Bachelor of Science In Hospitality Management
Faculty

2. GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
PICTURE ANALYSIS
Writeonewordthatdescribesthepicture.

3. GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

4. GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

5. CEBUTECHNOLOGICALUNIVERSITY
Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

6. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

7. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

8. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

9. CEBUTECHNOLOGICALUNIVERSITY
Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

10. CEBUTECHNOLOGICALUNIVERSITY
Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

11. GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
Visualculture,cinema,music/sound,popular
printsandpublications,radioandtelevision,
fashionads,cyberspace,experienceeconomy,
influencers,contentcreators,highculture,
lowculture,massculture,folkculture

12. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
Course Outline:
Withthecomplexsocialorderandtheinfluxofglobalization,the
coursewillinvestigatehowthetermpopcultureisoperationalized,
circulated,reproduced,consumedandbeingusedasatoolfor
survival.

13. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
POPCULTUREwillenablestudentstothinkcritically
theirdailylifeexperiencesusingthecomplexand
diverseformofartsandlookathowthesecultural
productsintimatethecontemporarysocialrelations
andlife---specificallytheaffect

14. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
COURSE LEARNING OUTCOMES:
Within the semester, the students are expected to:
1.EXPLAINthe Sociological perspectives and theories in the study of
Philippine Pop Culture and its influences in different context;
2.ANALYZEthe processes of culture adaptation in the context of
Philippine pop culture based on published and broadcasted media;
3.PRODUCEmaterials featuring the students’ appreciation of the
Philippine pop culture.

15. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
What is Popular Culture and why it matters?
Depend on who’s defining it (sociological perspective)
Any cultural product that has a mass audience (opera, theater,
concert, Brgy. Variety show)
Could be identified as high culture or low culture depending on
time
Can be found in experience economy.

16. GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
Looks at popular culture in terms of its ability to enhance the stability or solidarity of a
social system.
FIRST: The manner in which forms of popular culture-the mass media, for example-provide
the pause refreshes weary workers.
The words of the late KUYA GERMS: “Marami na tayong problema. Kung hinditayo
magbigayngentertainment, lalonglalalaangmgaproblema natin.”
CONCENSUS PERSPECTIVE

17. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

18. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

19. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
SECOND: the ability of popular culture to transmit values, images and norms which
legitimate existing patterns of thought and action, or to create new values, images or
norms consistent with particular social order.
Telenovelas and reality shows:
Keeping Up with the Kardashians and ANG PROBINSYANO
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
CONSENSUS PERSPECTIVE

20. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

21. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
Sees popular culture as products which can create, even symbolically, unifying values and
attitudes in large, heterogeneous societies.
Gothads(1981) illustrates this point: Despite class and social divisions in American
society, the World Cup series and Super Bowl games help bring Americans together.
Trust the consensus theorist to identify common symbols, values, and norms when they
surfaced in popular culture.
CONSENSUS PERSPECTIVE

22. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
CONFLICT PERSPECTIVE
Sees society as an arena for struggle and dominance. To control and to stay on top.
According to Karl Marx:
“popular culture primarily serves the interests of the relatively small political-economic power
elite that sits on top of the social pyramid. Contrary to the implications of the world “popular”,
popular culture is not created by the populace,
Rather, it is a culture created by the ruling elite members of the consumption of the populace.”

23. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

24. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
IDEOLOGICAL HEGEMONY (Gramsci 1959) or the control
over cultural objects and symbols. Those at the apex of
power pass on to their offspring their view of the world.
The elements of popular culture are socially constructed by
those in power. They decide what is made and for whom,
as well as what vision of the world is portrayed in them.
#1
st
issue under conflict perspective

25. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

26. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

27. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

28. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

29. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

30. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
CULTURAL HEGEMONY
CulturalHegemonyisthephilosophicandsociologicaltheory,by
theMarxistphilosopherAntonioGramsci,thataculturally
diversesocietycanbedominatedbyonesocialclass,by
manipulatingthesocietalculture(beliefs,explanations,
perceptions,values)sothatitsrulingclassworldwideisimposed
asthesocietalnorm,whichthenisperceivedasauniversally
validideologyandstatusquobeneficialtoallsociety.Whilst
benefitingonlytherulingclass.

31. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
Culture and Ideology
•Ideological hegemony operates through
many mechanism including the media,
education system, newspeak and others
with the primary function of maintaining
support for the dominant socio-economic
system in the United states
•http://www.sociologyindex.com/ideological_hegemony.htm
Give one ideological hegemony in the Philippines specifically in our educational system

32. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
#2
nd
issue under conflict perspective
Who defines what is real or good, and when does the
word “good mean “what we think is good for you”?
GATEKEEPERS: are agents, promoters and makers of
taste-particular people whose social position permits
them to impose their standard of goodness, or to open or
close the gates of success of a cultural product.
Financial literacy gurus
Scientists
Religious schools
For Karl Marx religion being an opium to the people

33. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
“sapilosopiyangpinalaganapngmass media mapapansinangdiinsa
kahalaganngsimplengpamumuhay. Angkahirapannamandaway hindi
gaanongkasama, mayroonding kabutihanangpagigingmahirap. Ang
kailanganlamangay bawasanangiggit, magpakababang-loob, umasa
at kumilosnangayonsamgaipinag-uutosnglipunan”
Laura Samson, 1977 on How the Philippine mass media create and sustain illusions about poverty.

34. MA. KRISTINE S. SERATO
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
GEE-PPC
PHILIPPINE POPULAR CULTURE
..Providesthedominantclasseswithhappy,exploitedpeoplewhoseminds
aresedatedwithentertainment…thatdistortrealityandignorethebasic
problemsofsociety.Attheotherendofthespectrumarethestoriesofsex
andviolence..Whichbrutalizedanddesensitizeandhardlyprovideuseful
insightsbecausetheemphasisisonindividualisticsolutions…
-Renato Constantino, 1985 on the “standardization” of popular culture

35. MA. KRISTINE S. SERATO
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
GEE-PPC
PHILIPPINE POPULAR CULTURE

36. MA. KRISTINE S. SERATO
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
GEE-PPC
PHILIPPINE POPULAR CULTURE

37. MA. KRISTINE S. SERATO
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
GEE-PPC
PHILIPPINE POPULAR CULTURE

38. MA. KRISTINE S. SERATO
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
GEE-PPC
PHILIPPINE POPULAR CULTURE
A superhero is a character with
extraordinary powers that performs
heroic actions. Unlike police, firefighters
or doctors, all of whom are heroes in
their own right, superheroes are defined
by their unique capabilities, such flight,
strength, speed or invincibility (to name
a few).
Why society needs the concept of superheroes?

39. MA. KRISTINE S. SERATO
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
GEE-PPC
PHILIPPINE POPULAR CULTURE
#2
nd
issue under conflict perspective
There is an “authentic” popular culture which can be
emerge from the daily experience of the people rather
than being imposed on them by others. Constantino(1985)

40. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
Interpretative theories include 3 framework:
(Symbolicinteractionism,dramaturgy,structuralismandphenomenology)
Dealswiththewaysinwhichpersonsdefineandmakesenseofthesituationsthey
experiencedintheireverydaylife.Whileconcensusphenomenologistsseethetopicof
interestsisnotsomuchthereality“outthere”,butthewayinwhichthatrealityis
perceived,accepted,andinternationalizedbysociety.Popularcultureisnot
somethingimposedfromtheoutsidebutarelocatedinthemind.Theyrepresenta
sharedsetofmeaningsthatisconstantlycreatedandrecreatedineverydaylife.

41. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
Istherea“symmetryofperspectives”betweenmeaning
observedintheproductandthepeople’sworldview?
TheoriginofleviStraussjeans(1829-1902),aBavarian
immigrantwhoarrivedinSanFranciscoin1850duringthe
GoldRush,bringingdrygoodsforsaletominers.Hearingof
theminer’needfordurablepants,Strausshiredatailorto
makegarmentsoutoftentcanvas.

42. CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
-HIGH CULTURE: opera, theater, museum, paintings, poems (cerebral connection)
-LOW CULTURE: comic books, novel, pulp magazines, concerts, comedy bar (visceral
connection)
“ The mass seek distraction whereas art demands
concentration from the spectator”
-Walter Benjamin “The work of Art in the Age of Mechanical Reproduction” (Essay)

43. CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

44. CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

45. CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

46. CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

47. CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

48. CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

49. CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

50. CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

51. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

52. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
Welcome to the Experience Economy
By B. Joseph Pine II and James H. Gilmore
How do economies change? The entire history of economic progress can be recapitulated in the four-stage
evolution of the birthday ‘cake. As a vestige of the agrarian economy, mothers made birthday cakes from
scratch,mixing farm commodities (flour, sugar, butter, and eggs) that together cost mere dimes. As the
goods-based industrial economy advanced, moms paid a dollar or two to Betty Crocker for premixed
ingredients. Later, when the service economy took hold, busy parents ordered cakes from the bakery or
grocery store, which, at $10 or$15, cost ten times as much as the packaged ingredients.
Now, in the time-starved 1990s, parents neither make the birthday cake nor even throw the party.
Instead, they spend $100 or more to “outsource” the entire event to Chuck E. Cheese’e, the Discovery
zone, the Mining company, or some other business that stages a memorable event for the kids-and often
throws in the cake for free. Economics have typically lumped experience in with services. Today
consumers unquestionably desire experiences, and more and more businesses are responding by explicitly
designing and promoting them.

53. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus
Back in 1998, the Harvard Business Journal coined the term “Experience Economy” in their
article on how more people are spending their money on experiences instead of commodities.
According to an Eventbritestudy, “ more than 3 in 4 millenials(78%) would choose to spend money
on a desirable experience or eventover buying something desirable, and 55% of millennial say
they’re spending more on events and live experiences than ever before. In an effort to experience
rather than buy, young adults are shelling out serious cash for concerts, races, obstacle courses,
travel and more.It’s the perfect opportunity for event marketers, and they’re catching on. Event
marketing is topping growth in the entire marketing field. A lot of companies are catching on the
fact that the more immersive and memorable their events are, the more it influences their
attendees and even onlookers. Age where business must orchestrate memorable events for their
customers, and that memory itself is the product, the experience.

54. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus

55. MA. KRISTINE S. SERATO
GEE-PPC
PHILIPPINE POPULAR CULTURE
CEBU TECHNOLOGICAL UNIVERSITY Moalboal, Cebu Campus