Filipino values as cultural products

1. Filipino
Values*
As Cultural Products
Group 1
Maria Glady H. Abogadie
Noel V. Gomez
Mai Nashino
Marsha
Shane

2. Terminologies


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Practice : patterns of social interactions, behaviors (Gawi)
Perspectives: the philosophical perspectives, meanings, attitudes, values,
beliefs, ideas that underlie the cultural practices and products of a
society. They represent a culture’s view of the world (worldview)
(Pananaw, pagtanaw)
Values: : Important and lasting beliefs or ideals shared by the members
of a culture about what is good or bad and desirable or undesirable.
(pagpapahalaga)
Ethics: a system of moral principles, a systematizing, defending and
recommending concepts of right and wrong within a particular race, or
culture. (etika o tuntunin ng moralidad)

3. Filipino
Social values

4. FILIPINO VALUE-ORIENTATION
1. Filipinos love to connect, especially to “other” people.
This is derived from the Filipino context of “kapwa,”
“pakikipagkapwa.”
• Togetherness is happiness
• Proxemics of privacy
• Fiesta politics : throwing lavish parties for social
acceptance and political favors
FILIPINOS ARE HIGHLY PARTICIPATORY. Decisionmaking is a collective activity. In Filipino society,
everybody is a participant/performer
Ex.Social revolutions (EDSA), Katipunan, Barangay
Forums

5. Cultural Attractions: Historical
Ancestral Houses

Spanish ancestral houses
serve as venue for social
functions during the Spanish
era.
Rows of ancestral homes
from the Spanish Colonial
period in the historic city of
Vigan, Ilocos Sur

6. 
Cultural attractions: Philippine social and cultural
festivities, dances
Filipino gastronomy: Lechon (a food for the
barangay); feast table open to all

7. • A FILIPINO PERSPECTIVE (pananaw)
 Strength: Social self-images are self-fulfilling
Weakness: Root cause of Philippine
underdevelopment. A Filipino’s tendency towards selfbashing, especially among the westernized elite
> An exceptionalist thinking different from our Asian
neighbors. “The only Catholic nation in Asia” We are
“highly-westernized/Americanized.”
“The Filipino people are the most pro-American people, maybe
even more pro-American than the Americans themselves.”
(Gloria Macapagal-Arroyo)

8. Rizal’s Social Critique

9. A Cultural Attraction:
Filipino’s assimilation of the
West

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Western Capitalism :shopping centers, and
giant malls, tiangges; Filipino assimilation of
western marketing styles and products:
Jollibee vs. Macdonalds; Democratic
institutions and democratic freedom
English proficiency: ESL Education in the
Philippines is the cheapest and the best
quality in the world

10. Cultural Attractions:
Commercial Districts
Ayala Triangle Park
and Bonifacio High Street

11. Cultural Attraction:
Multi-lingualism and English
Proficiency
The Philippines was named the
world’s best country in
business English proficiency,
even beating the United
States, according to a recent
study on Business English
Index (BEI) the only index that
measures business English
proficiency in the workplace
by GlobalEnglish Corporation.

12. • MY SPACE IS YOUR SPACE
In many Western cultures, guests
are allowed to move around only
within the confines of the living
room
In Filipino culture, guests may
roam anywhere inside or outside
the house, even in the bedrooms
Ex. : Bahay Kubo, FILIPINO
JEEPNEY; MRT overcrowding;
extra friends invited in parties

13. FILIPINO SOCIABLENESS: We love to
connect/wholeness/all-inclusive
 Why are Filipinos natural adopters of Social Media, i.e.,
Facebook, Twitter, texting; Selfie/Group
Selfie/Tagging/Comment threads?
 Philippines named social networking capital of the world
based on a research from blog, 24/7 Wall Street. The
Philippines tops the list with 93.9 percent of the nation
reportedly signed up to Facebook; followed by Israel
(91%) and Turkey (90.9%)

14. FILIPINO SOCIABLENESS
Filipinos call their spouses with the highest
frequency(66% are daily callers) followed by
indonesians and Malaysians. (Most romantic
in southeast Asia.
Filipinos most remember their spouse’s
birthday. (95% always remember, 3%
remember most of the time)
Filipinos most perceive themselves as
fashionable in dressing, followed by south
korea

15. “MAKUHA KA SA TINGIN” (Social Gestures)
88 ways of looking in tagalog
Tingin- to look
Dilat, pandilatan- stare squarely at
Masid, masdan- observe or look at searchingly
Malas- observe looking
Matyag- close observation
Liyaw- to spy, watch, observe
Aninag- see thru a transparent or translucent medium
Aninaw- see thru a haze
Tanghod- to look fascinatedly
Tanga, tumanga- to look at something absentmindedly
Mata, matahin- to look at something with critical eyes,
condescendingly

16. Are highly nurturing, caring, sharing people, with a
strong maternal orientation
Are deeply devotional and spiritual yet with a
vigorous zest for living
• MULTI-SIGNIFICANCE: bringing people together
• FASHIONABLE ELEGANCE
•TRANSPARENCY: openness and trust
• LIGHT ON LIGHT: instant connectivity
•LONERS ARE MORE PRONE TO HEART DISEASE
•HUG IF YOU WANT TO LIVE

17. II. FILIPINOS ARE ONE WITH THE
MULTIDIMENSIONAL WHOLENESS OF LIFE
Filipinos do not like a partial, fragmented view of life
We do not like to belong to only one side of a
relationship
A filipino is not happy just knowing another person’s
name
Filipinos have greater energy for work or activity that
involves all the levels of being
A filipino relates to others NOT ONLY functionally BUT
wholistically
We love multiplicity
Are extremely open

18. 
Philippine Gastronomy:
Foods that define the
Philippines
Adobo -- common, but not ordinary Filipino food.
The Manila table reflects
the country’s history, with
Spanish, Chinese,
Japanese and American
influences.

19. • From the finest spirit to the densest matter
•Union of matter and spirit: the generator of Life
•Bridging differences: curves not angles
•Perceiving through feeling
A HUNDRED WORDS FOR TOUCH
-Dama
-salat
-Hipo
- hawak
-Kapa
- kapit
-Kapkap
-diit
-Himas`
- lapat
-Lamas
-Haplos
-Hagod

20. II. Filipino Family Values


The family is the basic unit of society. It is typically
composed of a father, mother and children.
Like most Asian families, Filipinos are highly communal
and have strong family ties. It is common to have an
extended family with the granparents, aunts, uncles, etc.

21. A Filipino Extended Family

22. Traditional Roles
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Father-The father takes the role of the family head and
breadwinner. He makes major decisions in
consultation with his wife. He implements disciplinary
measures to correct children. “Ang ama ang haligi ng
tahanan.”
Mother-The family treasurer and home keeper is the
wife. She is the homemaker. “Ang ina ang ilaw ng
tahanan”
Children – It is expected of children to obey parental
authority at all times. They are expected to follow the
rules and to bring honor and regard to the elderly,
instead of shame and rebellion.

23. Filipinos are Family
Oriented



We celebrate Christmas, New Year, Birthdays, Holy
week and Fiestas together. Most Filipino festivities are
celebrated as familial functions.
“Togetherness is Happiness”
As such, most advertising campaigns and products are
aimed towards the family. Ex. Family trips, family
vacations, Family eat-outs.

24. Birthday

25. Filipino Families have strong
Faith in God
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A Filipino Family go to Church every
Sunday to celebrate mass together .
A Filipino Family is prayerful
The Father always leads the pray

26. Filipinos have high respect
to the elderly

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Filipinos always say “po,” “opo” when talking to
elderly
Filipinos do “mano po” (0beisance) to the elderly
The elder of the clan get the highest regard in major
family decisions.
They are to be treated with respected and are to be
supported even at old age. Ex. Helping them in errands
such as crossing the streets.

27. A boy pay respect to grand
parent

28. Filipinos are monogamous
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A Filipino can only marry once.
Some Filipino Muslims are allowed to
marry more than one.
Divorce is not allowed in the Philippines

29. 


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Filipino Families are
Hospitable
Filipinos are very warm in welcoming visitors.
They allow their guests to use the master’s bedroom.
Guests are allowed to roam around the house.
Always prepare the best food for their visitors.

30. The Philippines’ No.1 Cultural
Attraction: Hospitality

“Why? The comforts, soul, fiesta attitude and,
most of all, the people. When you meet a
Filipino, you instantly become a friend, and
they’ll be more than happy to show you around.”
http://travel.cnn.com/explorations/escape/philippi
nes/manila-076896

31. Filipinos have strong Family
ties


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Filipino Family celebrates together
They help each other. ( solving problem, relationship,
financial and other sort of problem)
The Philippine society has a family-centric structure. A
clanish mindset or perspective in major familial
decisions (marriage, child-bearing, business)

32. Threats to Filipino Family
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A Father or a Mother travel overseas in search
of job opportunities. The diaspora of Filipino
families lead to a breakdown of the strong
family ethos.
Leads to broken families/homes
A breakdown in traditional and ethical Filipino
values and morals: liberalisation

33. Japanese Culture

34. The Location of Japan


Japan is an island nation surrounded
by the sea.
Japan could create peculiar cultural
realm because of its location (it was
neither too far to accept the culture
from the Asian Continent nor
too close to be invaded.).

35. Religion
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Many people in contemporary
Japan do not have any specific
religion.
Religion in Japan can roughly be
divided into Shinto( 神道 ) and
Buddhism.
Both Shinto and Buddhism are
becoming more like a deeply
rooted “custom” practiced in
daily
life rather than object of faith.

36. 


What is Shinto ( 神
道) ?
Literally meaning “the
way of the gods”
A Japanese religion
whose practices include
the worship of ancestors
and a belief in nature
spirits.
Shinto constitutes the
foundation of the
sensibility of the
Japanese people.

37. Japanese Disposition
Honest feelings and
Debt of gratitude
official stance


When expressing honest
feelings might hurt or offend
others, official stance is
expressed instead to keep
peace in a community.
Most Japanese value a sense
of harmony and togetherness
more than self-expression.


It is the social and psychological
obligation taken on with favors
received from others.
The word derives from warrior
society when lords granted land
to followers.

38. Similarities between
Japanese and Filipino
Cultures
flags

39. Japanese “omotenashi” and
Filipino hospitality



“omotenashi” is a bit of difficult word to translate,
but basically it’s a term which describes the
spirit of Japanese hospitality.
In Japan, hosts anticipate the wants & needs of
guests in advance, and offer a pleasant service
that the guests don’t expect.
Filipinos are ready to invite guests to their house
and treat them to a meal. Guests are entitled to
the best room and bed in the house and are
provided with clothes and other amenities as
needed.

40. Face saving


The value of regarding
face-saving as important
is common to both
of the cultures.
Both of Japanese and
Filipino refrain from
shameful behaviors
and moreover, they
avoid bringing shame
even on others.

41. Filipino
Religious
values

42. Animism: Multi-linear
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Datus
Spirits
gods and godesses
Shaman
Sacrifices

43. Islamic Celebration
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1380-1450
Arab missionaries and traders
Tausug of Sulu, Maguindanao and
Maranao of Western Mindanao

44. Filipinos…
IV. Religious
Values
Over 90% predominantly Catholics,
Iglesia ni Cristo, Aglipayans, Protestants
; Islam 5%, Other 1.8%
Unspecified and none 0.7%

Source: wikipedia.com
Filipinos have deep faith in God.
We perceive life and events in
the context of God’s will and
destiny. No matter what religious
orientation a Filipino has, he will
always go back to his spirituality
to explain the affairs of his
national or personal life.

45. Innate and Indigenous Sense
of Spirituality


Tagalogs believed in a sovereign
being “Bathala,” “Kabunyian (god of
the skies, Kalingas).
The assumption that all of humanity
are rooted in a common core of being
(ubod/kalooban), a creative, living
and divine goodness—thus a belief in
spirits, good or bad; and good or bad
fortune (bipolarism); mabuti/
masamang-loob

46. Filipino Religious Values

Madasalin (Prayerful)
-Being predominantly Catholic, we deposited Catholic prayers,
rituals, and traditions that show Filipino religiosity and
pageantry. This could be seen in some of our religious customs
and festivals. Filipino religiosity is multi-linear, and a
deposition of centuries of colonization and differentiation due to
American and Spanish influences. (Catholicism, Protestantism,
and Paganism).
Pasyon : A sung narration of the passion of Christ during
the Lenten season.
Rosary: Repetitive prayers recalling stages of the life of
Christ (glorious, suffering, ascension.)
Islam: Hari Raya Poasa, Ramadan

48. 
Spiritual pageantry : a sense of religious grand, outward
festivity exuded from extreme fatalism. (Extravagant
Patron saints’ feasts, grand cathedrals, Flores de Mayo)
“Ubos-ubos biyaya, pagkatapos ay nakatunganga.”

“Bahala na” (Fatalism): gives “lakas ng loob” to survive
even in the hardest situations like disasters, economic and
political troubles

Indigenous animism: belief in spirits, anitos, in nature as a
holistic setting for spiritual and material existence, good
luck (malas), bad luck (swerte or tsamba); Philippine
mythology.

Belief in the after-life: Both Christian and Animistic roots
point to a belief of the afterlife, the “other” life. One good
example of indigenous afterlife practice is the fire
mummification process.

49. 
Spiritual pageantry : a sense of religious grand, outward
festivity exuded from extreme fatalism. (Extravagant
Patron saints’ feasts, grand cathedrals, Flores de Mayo)
“Ubos-ubos biyaya, pagkatapos ay nakatunganga.”

“Bahala na” (Fatalism): gives “lakas ng loob” to survive
even in the hardest situations like disasters, economic and
political troubles

Indigenous animism: belief in spirits, anitos, in nature as a
holistic setting for spiritual and material existence, good
luck (malas), bad luck (swerte or tsamba); Philippine
mythology.

Belief in the after-life: Both Christian and Animistic roots
point to a belief of the afterlife, the “other” life. One good
example of indigenous afterlife practice is the fire
mummification process.

50. 
Declared as National
Treasures , the Kabayan
Mummies, Ibaloi or Benguet
mummies remained unknown to
history until their rediscovery
--Among the Ibaloi, the deceased
were placed in a fetal position into
oval-shaped wooden coffins with
etched anthropomorphic and
geometric designs.

51. Strengths


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Filipino fatalism provides optimism, courage and
strength in difficult times. Could be viewed as
defeatist resignation, but could also be a posit
for positive energy and psychic determinism
during hardships.
Faith in God gives a sense of national and
spiritual anchor in all seasons of history,
politics, and even daily life filled with financial,
and national troubles. The Filipino has a prayer,
or a spiritual explanation for whatever happens
in history.
Most large-scale and important Filipino social
movements were inspired by a strong belief in
God. (Katipunan, EDSA I, II)
A strong sense of morality despite the rapid
degradation and liberalization in the world
setting (homosexuality, marriage, raising
families and children).

52. Weaknesses



Anti-modern bias, preferring the supernatural over the
scientific and rational, backwards and regressive thinking.
Religious associations are part of the system of vital kinship
ties, patron-client bonds and other relationships outside the
nuclear family. (Political endorsements; Ninong-inaanak;
Sukob, etc).
An over fatalistic attitude towards the urgent and
unexpected. Ex. A lavish and lax attitude towards money vs.
being “kuripot” (unique to the Ilocanos). What an irony that
Filipinos becoming too resilient to floods refuse to act
nationally on typhoons, earthquakes and other natural
disasters perennially plaguing the country!

53. Early animistic cultures as
tourism products

T’nalak: The Dream weavers – epitomize
our pantheistic beliefs and a spiritual
world. Dream weavers weave their
dreams from the other world and
perceived as a message from the “spirits.”
Hence, an image of a crocodile, spider or
even the waves of water would mean
either good or bad fate.

54. T’nalak: Way of Life
•
The T'Boli believe that the T'nalak is infused with spiritual
meaning, and as such there are a variety of traditions
surrounding its production and use.
One should not step over a weaving in progress, and
doing so is to risk illness. Cutting the cloth will cause
sickness or death, unless done according to traditions. If
a weaving is sold, a brass ring is often attached to
appease the spirits. And while weaving a T'nalak, T'boli
women practice abstinence in order to maintain the
purity of their art.

55. T'nalak, a deep brown abaca-based
cloth tie-dyed with intricate designs, is
produced by women of Mindanao's
T'boli Tribe. It is one of the best known
cultural products of the Philippines.

56. 
1.
2.
3.
Our deep spirituality is a
unique culture, unrivaled in
the world
Our most attractive cultural products
Spanish architecture – old Catholic churches and
cathedrals (Manila Cathedral); old universities
(University of Santo Thomas)
Cultura Festivals – Showcase of Filipino pageantry in
regional religious feasts for patron saints (Ati-atihan,
Moriones Festival, Dinagyang, -Moriones Festival Marinduque (part of Holy Week; commemorates Saint
Longinus) -Pintados-Kasadyaan - Leyte
Religious Art and Music

57. •
Film Festivals
Movie themes feature the deep spiritual, superstitious
and emotional psyche of the Filipino imagination.
Ex.: Pagpag
 Cinemalaya
 Metro Manila Film Festival
 CinemaOne Originals


58. Indigenous Religious Practices:
Psychopathy--Filipino
psychomedicine, or sikomedikal na
sikolohiya , the application of basic
psychology to native healing
practices loosely considered as
'medicine'.

59. Practiced by Katalonans (priests), faith
healers, babaylansa unique Filipino culture
attractive to the Westerners




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Hilot: The use of massage to aid a pregnant mother in
the delivery of her child.
Kulam: Hex or bewitchment.
Lihi: An intense craving for something or someone
during pregnancy. Faith healers or manghihilot testify
that if the craving is not satisfied, abnormality of the
child may result.
Pasma: A concept that explains how init (heat) and
lamig (cold) together can result in illness, especially
rheumatism.
Susto: Soul-flight. Derived from Latin American
traditions.

60. Pagtatawas: A method of diagnosing illness wherein alum
(called tawas) is ritualistically used by the albularyo or medicine
man for diagnosis of a variety of health conditions. Faith
healers/Albularyo

Usog: A concept that explains how a baby who has been
greeted by a stranger acquires a mysterious illness. Apparently
derived from the Spanish tradition of Mal de Ojo (Evil eye).
Gabâ or gabaa: The Cebuano concept of negative Karma
Hula: fortune-telling with the use of indigenous medium
talismans and charms

61. Analysis and Conclusion
Redefine our values. Use “positive” values to be
progressive, and to be turned as cultural assets, and not
as liabilities. (How?)
Manana Habit vs. Pinoy hardwork (sikap at tiyaga)
Kasi ganito Tayo vs. Kasi Pinoy Tayo!
Preserve and enrich long-lost and forgotten cultural
treasures as a source of the country’s heritage and pride.
(UNESCO World Heritage Site)
Appropriate promotion and tourism programming for
various cultural attractions---preservation instead of
destruction.

62. Analysis of Filipino Cultural
Values
There is a need for positive self-image:
n
Ex. pakikisama to pakikipagkapwa
bahala na sa proactiveness, utang na loob as kagandahang-loob,
hiya as concern for others (De Leon)

Strengthening of the Filipino pride through:
-Reorientation of positive Filipino values in the academe and life
spheres
-Promoting a positive view of the Filipino culture in the mass
media
- Legislation of appropriate policies promoting indigent and
positive values through Churches, schools and homes

63. Cultural Promotion:
Modern meets Ancient


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Social Media, Printed Materials and Internet
marketing create a sense of “awareness” cultural
preservation and promotion.
Grassroots tourism should be tapped in order to
promote sustainable development and preservation of
local values and tourism products/sites.
"One key challenge confronting Philippine tourism is
the problem of perception around the globe …More
tellingly, it’s also because of the world’s lack of
awareness about the Philippines. (Philippines Tourism
Secretary Ramon R. Jimenez )

64.
Tourists generally forgo the highlights of the
Philippine capital, such as the Manila
Cathedral in Intramuros, and head straight
for the beaches.

65. How to Overcome Challenges
and Negative [Perception]

Almost 30 million Filipinos are on
Facebook. So it’s the people at the heart
of the travel experience who are
promoting the country via the campaign.“
(CNN Travel)

66. Sources:

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Wikipedia.com
http://www.aliawanenterprises.com/id60.ht
ml
http://tanglad.wordpress.com/
http://asiancorrespondent.com/
http://Youtube.com