The digital screen rules

TV remains pop culture’s most powerful medium

Pop (from the word popular) culture permeates all aspects of the contemporary Filipino social life. Shaped by the interaction among people as they go about their daily activities, local pop culture develops and manifests itself in fashion, music, print media, cyberspace, sports, slang words, greeting rituals, food, drinks, advertising and heroes, whether real or fiction. This is all propagated by the mass media, the most powerful platform of which is television.