Philippine Popular Culture

CHAPTER IV - Popular Culture in the Philippines

Historical Formation of Popular Culture in the Philippines

Lesson Overview
Popular culture mirrors the daily lives, values, and aspirations of the Filipino
people across different historical periods. It reflects not only the ways people entertain
themselves but also how they negotiate power, identity, and societal change.

In this lesson, we will explore the history and evolution of Philippine popular
culture, highlighting its dynamic journey through different historical periods. From oral
traditions and communal performances in the pre-colonial era, to Spanish religious
plays, American mass media, post-war OPM and Golden Age cinema, and finally,
today’s digital and globalized pop culture, the lesson shows how popular culture reflects
both continuity and change in Filipino identity.

Learning Contents
This lesson discusses the various popular culture that emerges from the different
periods in the Philippines. The learning contents include the following:
 Pre-Colonial Period
 Spanish Colonial Period (1565–1898)
 American Colonial Period (1898–1946)
 Post-War Era & Martial Law Period (1946–1980s)
 Contemporary Period (1990s–Present)

Think and Share

Before the discussion, here are processing questions to ponder:
1. What comes to mind when you hear the term popular culture?
2. How do you think Philippine popular culture has changed throughout history?
3. Which forms of today’s entertainment (e.g., music, films, TV, social media)
might have roots in earlier times?

Discussion Proper
In the Philippines, popular culture has been shaped and reshaped through
colonial influences, modernization, and globalization. Understanding its history and
evolution allows us to see how Filipinos have preserved their cultural roots while
simultaneously adapting to new realities.

Pre-Colonial Period
Before Spanish colonization, Filipinos already had a vibrant cultural life. Popular
forms of entertainment and cultural expression were deeply tied to community practices,
rituals, and spirituality. Epics such as the Biag ni Lam-ang of the Ilocanos, Hinilawod of
the Panay-Bukidnon, and Darangan of the Maranao were recited and sung to pass on
collective memory and identity. Folk songs, riddles, and proverbs served both
entertainment and educational purposes, while dances such as Tinikling and Singkil
reflected a close connection with nature and the community (Baucas, 2023). These
traditions were not yet mass-produced but lived within local communities.

Spanish Colonial Period (1565–1898)

With the arrival of Spanish colonizers, Philippine culture underwent a dramatic
transformation. The Spanish used literature and theatre to promote Christianity and
reinforce colonial authority. Popular culture in the Philippines was created and used by
the Spaniards to the native Filipinos or Indios via plays and literature to get the heart of
the natives and win it. The colonial origins of popular culture found in the Philippines
can be traced by looking at salient developments in Philippine literature. The first
permanent Spanish settlement began replacing the native culture with a Christian and
European [Link] children of the native elite under the tutelage of missionaries
became a core group of intelligentsia called 'ladinos', as they became instrumental "in
bringing into the vernacular, literary forms that were to be vehicles for the "pacification"
of the natives".

Religious plays such as the pasyon (narrative of Christ’s passion and death) and
senakulo (Passion play) became major forms of cultural expression during Holy Week.
Similarly, the komedya and awit romanticized Christian values and loyalty to the
Spanish monarchy (Scribd, 2023; Timetoast, 2023). These were forms of cultural
assimilation, meant to replace indigenous traditions with Christian-European ones.

Popular culture as introduced by the Spanish was "popular" to the extent that it
was a "watering-down of Spanish-European culture for the purpose of winning the
general populace over to the 'ideology' of the colonial regime." Popular culture at the
time was created by colonial authorities, with the aid of the local intelligentsia, to
promote the interests of the Church and the State.

However, once the native intelligentsia saw the effects of popular culture and
knew how to work its way as propaganda, they soon used the Spanish weapon against
them. By the 19th century, members of the Propaganda Movement such as Marcelo H.
del Pilar and José Rizal used literature to challenge Spanish oppression. Del Pilar, for
example, parodied Catholic prayers like Aba Ginoong Maria and Ama Namin to criticize
friar abuses. Rizal’s novels, Noli Me Tangere and El Filibusterismo, though not strictly
“popular” in form, circulated widely and shaped nationalist consciousness. Thus, what
started as colonial propaganda eventually became a tool for resistance.

Here is Marcelo Del Pilar’s Aba Ginoong Barya and Ang Amain Namin from his
satirical work Dasalan at Tocsohan (Prayers and Mock-Prayers):

Aba Ginoong Barya

Aba ginoong barya, nakapupuno ka ng alkansiya, ang prayle ay sumasainyo.
Bukod ka niyang pinagpala’t higit sa lahat, pinagpala naman ang kaban mong mapasok.
Santa Barya, Ina ng Deretsos, ipanalangin mo kaming huwag anitan ngayon at kami
ipapatay. Siya nawa.

Ang Amain Namin

Amain naming sumasaconvento ka,
sumpain ang ngalan mo,
malayo sa amin ang kasakiman mo,
quitlin ang liig mo dito sa lupa para nang sa langit.

Saulan mo cami ngayon nang aming kaning iyong inaraoarao

at patauanin mo kami sa iyong pagungal
para nang pag papataua mo kung kami nacucualtahan;
at huag mo kaming ipahintulot sa iyong manunukso
at iadya mo kami sa masama mong dila.

In these works, Del Pilar mocked the friars’ greed and corruption by replacing
religious devotion with an obsession for money, portraying them as more concerned
with wealth than with genuine spirituality. Through these parodies, he exposed how the
clergy exploited Filipinos through excessive fees and demands, turning sacred prayers
into biting commentaries on colonial and religious abuse.

American Colonial Period (1898–1946)

The advent of American colonialism brought the properly so-called, popular
culture to the Philippines. The liberal policy regarding the printing press, soon through
radio, television and film, increased the circulation of popular culture forms. Not only
through these forms but also in new media then, such as films. Hollywood films had a
near-monopoly in the Philippine market especially in the absence of European movies
due to World War I.

Local culture, however, adapted these forms. The rise of komiks made stories
more accessible to ordinary Filipinos. Antonio Velasquez’s Kenkoy (1929) became the
country’s first iconic comic strip, soon followed by Mars Ravelo’s creations like Darna
and Dyesebel. These characters not only entertained but also reflected Filipino values,
dreams, and struggles. During Martial Law, komiks were even used as propaganda
tools to promote government programs like family planning and housing (Baucas,
2023).
Kenkoy by An

At the same time, Philippine cinema started to grow. The first full-length Filipino
film, Dalagang Bukid (1919), by José Nepomuceno, marked the beginning of a national
film industry. By the 1930s, the Philippines was producing hundreds of films annually,
with stars like Rogelio de la Rosa capturing the public imagination (Timetoast, 2023).
While many films were criticized as bakya—a term denoting lowbrow taste—they
nonetheless demonstrated how film had become central to Philippine popular culture.

Dalagang Bukid (1919) starring Rogelio Dela Rosa dubbed as the greatest
Marcellano Ilagan and Atang Dela Rama Filipino matinee idol of all time

Post-War Era & Martial Law Period (1946–1980s)

The decades after World War II were marked by both a flourishing of the arts and
tight political control. The 1950s are often regarded as the First Golden Age of
Philippine Cinema, with the “Big Four” studios, LVN Pictures, Sampaguita Pictures,
Premiere Entertainment Productions, and Lebran International, releasing an average of
350 films a year (Timetoast, 2023). Films at the time covered a wide range of themes,
from melodrama and romance to action films that starred Fernando Poe Jr. and other
matinee idols.
 Radio also became central to popular
culture. Programs included soap operas,
comedy shows, and variety programs, while the
transistor radio in the late 1950s brought pop
music and news even to rural areas (Baucas,
2023). This period also saw the emergence of
Liwayway magazine and other vernacular
publications that reached broader audiences.
Liwayway, the Philippines' leading and
oldest Tagalog-language
During the Martial Law era (1972–1981), Ferdinand Marcos’s regime weekly magazine
used media
as a propaganda tool. Komiks were filled with government messaging, and television
was tightly controlled. However, shows like Batibot promoted Filipino children’s
education, while OPM (Original Pilipino Music) flourished in the 1970s and 1980s with
artists like Freddie Aguilar and Hotdog. Songs such as Anak became not only local hits
but international successes, proving that Filipino voices could resonate globally. Genres
like rock and roll gained popularity, but local forms like Kundiman, a romantic ballad,
became a staple of Philippine music.

Contemporary Period (1990s–Present)

From the 1990s onwards, Philippine popular culture entered the digital and global
age. The 1990s saw the rise of OPM icons such as Francis Magalona, whose 1990 hit
Mga Kababayan Ko pioneered Filipino rap and mixed patriotism with modern rhythm
(Timetoast, 2023). This period also witnessed the globalization of Filipino pop, as
Western and Asian influences merged with local styles. Alongside Magalona, bands like
Eraserheads and Rivermaya also shaped the music scene, establishing OPM’s golden
legacy.

By the 2000s, television was dominated

by Asianovelas, talent searches like StarStruck
and Star Circle Quest, and reality shows such as
Pinoy Big Brother. These programs shaped an
entire generation of Filipino celebrities and
transformed television into a central part of
everyday entertainment. Meanwhile, the rise of
streaming services such as Netflix and
iWantTFC later changed how Filipinos
consumed films and shows, giving greater
access to both local and global
productions. Meteor Garden, the first
Asianovela in the Philippines
The digital era of the 2010s and beyond radically transformed popular culture,
with social media platforms like Facebook, YouTube, TikTok, and Instagram allowing
ordinary Filipinos to become content creators (Baucas, 2023). Influencers, vloggers,
and viral trends began shaping mainstream culture, while literature also shifted with
Wattpad novels being adapted into films and the popularity of spoken word poetry
among the youth. Furthermore, fashion trends were heavily influenced by K-pop and
Western culture, while local designers like Michael Cinco made waves on the global
stage.
In the 2020s, the emergence of Pinoy Pop (P-Pop) groups such as SB19 and
BINI placed the Philippines firmly on the global music map, gaining both local and
international recognition. These groups, while inspired by the success of K-Pop, have
crafted a uniquely Filipino brand of performance that emphasizes identity and pride.
group

At the same time, K-pop itself continues to have a strong impact on Filipino
youth, influencing fashion, music, and fandom culture (Scribd, 2021). Groups like BTS
and Blackpink continue to influence the Filipinos.

BTS, one of the most popular global BTS, one of the most popular global
Kpop boy group Kpop girl group
Meanwhile, sports and gaming also became important aspects of popular culture,
with basketball still dominant, esports such as Mobile Legends and DOTA 2 attracting
millions of followers, and boxing legends like Manny Pacquiao continuing to symbolize
Filipino pride.
Today, Philippine popular culture is a hybrid of indigenous, colonial, and global
influences, proving its ability to adapt and thrive while preserving elements of Filipino
identity. It demonstrates the creativity and resilience of Filipinos in shaping a culture that
is uniquely their own yet open to global influences.

What Did You Learn?

To test the students’ understanding about the topic, here are some post-
discussion questions:
1. How did Spanish and American colonization shape the foundations of
Philippine popular culture?
2. Why is the post-war period considered a “Golden Age” of cinema and music
in the Philippines?
3. In what ways has globalization and social media transformed contemporary
Philippine popular culture?

Synthesis
The history and evolution of Philippine popular culture reveal a process of
continuous adaptation. From the epics and folk traditions of the pre-colonial period, to
the religious plays and literature of the Spanish era, to the mass media and Hollywood
influence of the American period, each stage reshaped Filipino cultural life. The post-
war era and Martial Law period produced both state propaganda and creative
breakthroughs, while the contemporary period has been characterized by globalization
and digital media. Across these periods, Philippine popular culture has remained both a
mirror of social change and a stage for Filipino creativity, reflecting the resilience and
adaptability of the nation.

Discussant:
Mary Francine G. Magalong

References
Lumbera, B. (1984). Revaluation: Essays on Philippine literature, theatre and popular
culture. Manila: University of the Philippines Press.
Baucas. R.(2023). History and evolution of Philippine popular culture.
[Link]
Philippine-Popular-Culture
Studocu. (2023). Philippine popular culture.
[Link]
philippine-popular-culture/philippine-popular-culture/27884703
Timetoast. (2023). Philippine pop culture evolution.
[Link]