Running Head: AMERICANIZATION IN THE PHILIPPINES 1

The Impacts of Americanization on the Youth Culture of the

Philippines through the use of Social Media and Television

Elena M. Dajero

Global Connections 2B

Tallwood High School

December 2018
AMERICANIZATION IN THE PHILIPPINES 2

ABSTRACT

The impact of cultural influence is greater now than ever with the implementation of

social media and the entertainment industry to reach all audiences. Especially for the youth of the

Philippines, this growing platform of communication has altered the way in which they develop

their personality and character. With previous occupation by the United States, their main

influence originates from this event and its continual impact despite the United States’

withdrawal after a century long presence. Due to this underlying influence, the younger

generations of the Philippines aspire to live in and create a similar society of the United States to

achieve the American Dream. With the use of social media, television shows and movies, they

tend to lean towards representation of lighter-skin tones and role models who best fit the

American image. After observing the success of those who immigrated to the United States, the

youth of the Philippines have changed the way in which they communicate, represent themselves

and modify their goals to be better than past generations.

Keywords: Americanization, Influence, Youth, Philippines, Social Media

AMERICANIZATION IN THE PHILIPPINES 3

TABLE OF CONTENTS

Abstract……………………………………………………………………………………………2

Table of Contents………………………………………………………………………………….3

Introduction………………………………………………………………………………………..4

Limitations of Study…………………………...………………………………………………….5

Literature Review………………………………………………………………………………….6

Discussion…………………………………………………………………………………………8

Americanization...................................................................................................................8

American Occupation in the Philippines...........................................................................10

Social Media Influence......................................................................................................12

Television Influence...........................................................................................................14

Impact on Filipino Youth...................................................................................................15

Conclusion…………………………………………………………………………...…...……...16

References………………………………………………………………………………………..18

Appendix……………………………………………………………....………………...……….21

The Impacts of Americanization on the Youth Culture of the

AMERICANIZATION IN THE PHILIPPINES 4

Philippines through the use of Social Media and Television

Technology has been a huge factor in global communication and connecting countries

separated by thousands of miles. As for the youth of the Philippines, they are reliant on

technology to observe the many diverse cultures of the world. They are not only influenced by

others, but they also try to make an impact by using social media as their platform to influence.

This is evident through the use of social media, including, but not limited to, Instagram,

Facebook and Twitter to showcase the best versions of themselves. Especially in television and

films, there is a tendency to represent specific range of appearances which they wish to showcase

as the face of the Philippines. Lighter-skin tones and a certain shape of body have dominated the

entertainment industry, reflecting the American industry. The scripts switch back-and-forth from

English to Tagalog and other dialects which the population is able to understand. This change of

the culture is all due to the fact that, for nearly an entire century, the United States previously

occupied the Philippine islands as a result of the the Spanish-American War, forcing Spain to

relinquish their control and influence. As a result of this acquisition, the youth culture has been

heavily influenced by the American lifestyle and the merging of cultural traditions. English soon

became an official language, as other everyday typical American activities were also

implemented in the Filipino lifestyle. Now more than ever, with the use of technology, the youth

of the Philippines are exposed to different cultures and reveal their endeavor to assimilate to the

American culture through film and television. In addition, generations following this event have

picked up their lives and moved to the United States in hopes of living the American Dream.
AMERICANIZATION IN THE PHILIPPINES 5

LIMITATIONS OF STUDY

The main limitation is that the author’s background is half Filipino and half Spaniard.

The author is involved in her culture. Therefore, she has some first-hand experience in observing

the similarities and differences of the cultures. This is a limitation because the paper is focused

on the Americanization of the youth of the Philippines. The author has only had the opportunity

to visit the Philippines once, for a short period of time. Her lack of exposure to the youth culture

in the Philippines may reveal some bias because not much personal experience can be used for

support. However, this limitation is also beneficial because the ability to notice the similarities

and differences between the American culture and the Filipino culture is likely the result of the

author’s residence in the United States.

In addition, the timeline allotted for this research paper is not sufficient to produce a

research paper with multiple in-depth sources that are up-to-date. With the topic of the research

located overseas in the Philippines, the author’s argument is constructed with the assistance of

credible sources, but first-hand experience is difficult to acquire. The author’s exchange with

students in the Philippines was only ten days, and her exposure was very limited to the schedule

of the activities allowed. The exchange occurred during the past school year without knowledge

of the author’s future project topic. Because of this restriction on time, the author is unable to

reach out into the world and obtain all of the fundamental pieces of information to formulate the

perfect argument to convey her point.

The various perspectives researched from the United States, the Philippines and those

who have lived between the two countries are all significant in neutralizing the bias that the

author may come across. The majority of the sources found were produced from either the

United States’ perspective or the Philippines’, allowing for a balance between the two.
AMERICANIZATION IN THE PHILIPPINES 6

LITERATURE REVIEW

Americanization in the Philippines. According to Jennifer Lee and Min Zhou (2004),

“immigrants adopted the American lifestyle long before stepping foot into the United States.”

Americans occupied the Philippine Islands in the twentieth century, establishing their societal

standards into the the school system, everyday interactions and activities. Intercultural marriages

began to form, and the generations following have been raised experiencing the traditions of both

cultures. The term “whitewashing” describes the lifestyle changes Filipinos have made to “chase

the ‘American Dream’” where both the mother and father have equal careers and income for

their families (Martinez, 2017). After observing the success for families in the United States, the

goals of the younger Filipino generations have changed to reflect the American lifestyle.

The effects on the Filipino youth. With modern technological advancements, the youth

of the Philippines are exposed to different influences through the use of television and social

media. On a popular children’s channel, Disney, “western personalities are the predominant idols

of the Filipino youth” (Lanuza). From a young age, children perceive that lighter-skin tone is

linked to popularity and fame. Social media pages, television channels and films compress these

dominating cultures into a single “global village” (Lanuza). This “global village” controls the

influences that viewers may watch compared to other channels. In addition, approximately, 61%

of young Filipinos feel compelled to depict themselves in the best way they can on all platforms

of social media (Natividad, 2016). Due to globalization rapidly influencing on a larger scale, the

need to be represented better than someone else is more prevalent.

Viewpoint in the Philippines. Identifying oneself in the Philippines is complex. One

may have actions and verbal cues that are more American than Filipino, and vice versa. Many
AMERICANIZATION IN THE PHILIPPINES 7

Filipinos perceive this Americanization as a betrayal to their own culture and home (Rivera,

2018). The Pinoy Pride is extended to all Filipinos with the few exceptions of someone

disrespecting their own background. In the education system, the majority of content presently

consists of information regarding American heroes, ideals and lifestyle traditions. According to

Teodoro A. Agoncillo, “the national identity of the Filipinos is danger of obliteration” because of

these changes that are affecting the knowledge of younger generations (2016). Americanization

has greatly improved aspects of the Filipino lifestyle at the expense of altering the culture’s

traditions and customs that are beginning to disappear.

Viewpoint in the United States. The relationship between the Philippines and the United

States is neighborly. America has greatly helped the Filipino society make advancements in their

education system, communication and their religious freedoms. Americans taught them that it is

possible for children to have a free education, with the use of American teachers there to guide

them (Balinski). As time has passed, the implementation of English has been very beneficial for

Filipinos to create contacts and network with others. In the schools, the students are restricted to

only speaking in English and may take a Tagalog class if they wish. Many younger generations

are raised knowing English as their first language while they continue to learn Tagalog,

especially for Filipino-American intercultural families. The American presence is seen to be

crucial in the development of the Philippines since Spain relinquished their control over to the

United States. The majority of sources found for this topic consisted of timelines depicting US

occupation. Whereas, the focus of this subsection is based on Americanization from the

perspective of the United States.

AMERICANIZATION IN THE PHILIPPINES 8

DISCUSSION

Americanization. Originally, Americanization was intended to “integrate and assimilate

aliens by teaching them English and by instructing them in the workings of American

democracy.” However, the action is now taking place in parts of the world outside the United

States (eHistory). During the 1800s, there was a dramatic increase in migration which made

some groups of Americans feel threatened. They felt as if their communities, jobs and social

interactions were at risk of changing into the ways of other countries. Therefore, in hopes of

maintaining the American lifestyle, the United States made efforts to strip the culture and

individuality from those born in other countries with their own culture. For all immigrants, their

entire life changed once they stepped foot onto American soil, changing to fit in with the societal

standard of an average American citizen set by progressive, liberal ideals (Paul 2017).

Through the use of a public school education, classes focused on American culture,

politics and history helped immigrant children assimilate into the American standards easier than

adults. This integration for children was found to be easier for them than the adult population

because the children were then being raised by two different influential groups; whereas, for

adults, their lifestyle is more difficult to change because their traditions are embedded into their

mindset. In addition, the forced atmosphere of various cultures in the classroom “inevitably

breaks up the habits of any one of the foreign nationalities… then, to adopt a common way of

thinking and acting, which practically means the adoption of the American standard” (Huebner

1906). From a young age, a child’s uniqueness is taken away in hopes of making them think and

act the same way as an average American citizen.

Many people refer to the United States as the land of liberties and freedom, but

Americanization included the conversion of immigrants to different religious and political views
AMERICANIZATION IN THE PHILIPPINES 9

in order to be integrated successfully. For a sense of equality, all aspects of life were expected to

be the same; therefore it was necessary to “mold immigrants’ ethical values to that of the ‘true’

American” (Paul 2017). Not only for making change to prevent crime, the church “tells him what

the new country expects of him socially, politically, and industrially.” This refers to the

American man because, at this time, they were the sole provider of income (Huebner 1906). As

they sought jobs in their community, it was important for American management to hire those

who upheld good principles of punctuality, cleanliness and determination to work hard. Their

skills changed from being put to work out in the farm land for agriculture to factories to produce

industrial items. Most of the work needed was very different from what they originally did in

their home country to support their families.

After years of intentional and unintentional influence, families have altered their idea of

success to reflect the standards that were set by the American dream. However, sadly, this dream

was out of reach for some because they simply did not fit the picture of “typical” American-ness,

and it was only achievable for those who were wealthy enough to have these special luxuries.

This impacted those in their home countries because they wanted to achieve this lifestyle in their

own homes, but the skill set needed and wage was nowhere close to the United States. Most of

the jobs immigrants were able to have already put them at a disadvantage because they were paid

less solely for coming from another country, but it was still better than their original career.

American Occupation in the Philippines. The Philippines became a possession of the

United States as a result of Spain’s defeat in the Spanish-American War. Only two days before

the Treaty of Paris became ratified by the Senate, “fighting broke out between American forces

and Filipino nationalists led by Emilio Aguinaldo who sought independence rather than a change

in colonial rulers” (The Philippine-American War, 1899–1902). The Philippine-American war

AMERICANIZATION IN THE PHILIPPINES 10

lasted three extremely brutal years, resulting in the combined fatalities of more than two-hundred

thousand from both parties. Of course the population of the Philippines fought for their

independence while they had the chance in between the change of rulers. However, they were no

match for the skills and resources the United States had. In addition, the United States captured

control of the waterways, providing them an advantage to fighting on foreign soil.

There were many possibilities of success to explore with the annexation of the Philippine

islands. However, controversy over controlling the nation a certain way came with an endless

debate. For a specific population of Americans who saw this as an opportunity they could not

pass up, they saw it as a land “for commercial opportunities in Asia,” because they were

concerned that “the Filipinos were incapable of self-rule,” and they had the opportunity to take

control before another powerful country had the chance to (The Philippine-American War, 1899-

1902). On the other hand, with inserting their position on the land, the United States was

essentially colonizing the land, which made many fear that it tampered with the morals of the

United States. In an attempt to annex the Philippine islands, many viewed this pursuit as a

“violation of American tradition” and did not want this idea to serve as a moment in time for

other areas to be colonized as well (The Philippines, 2008).

Once the tension between both parties began to ease up and conflicts resulted in less

violence, the movement for independence began with more peace. The United States approved

Manuel Quezon to serve as the new Resident Commissioner, allowing him to step in as the

leader and begin planning an agenda for the country’s political future (The Philippines, 1898–

1946, 2018). However, the partnership between Quezon and the United States Democratic party

faced hesitation from the American side because some party members did not support the uneasy

union involving Filipino nationalists. Fortunately, he was able to craft an agreement in which
AMERICANIZATION IN THE PHILIPPINES 11

both parties benefited, which would result in Filipino independence after a “period of eight years

and committed the U.S. military to 20 years of protection to discourage predatory foreign

powers” (The Philippines, 1898-1946, 2018). Soon to be renamed as the Jones Bill, this

compromise failed to please President Woodrow Wilson because the White House would not

support immediate independence for the Philippine islands.

As a result of the White House disapproval, political parties determined that the

Philippines would only be granted independence once the country developed a stable

government to function on their own. Unfortunately, the Senate did not approve this new

compromise because of a difference of opinion of what exactly makes a government stable. After

multiple revisions and conferences, Quezon was confronted with a decision to agree or disagree

to an amendment created by an Arkansas senator for independence in four years or less, but the

impact it would have on the country’s future worried him. The proposed “truncated timeline

could bring large-scale economic and social unrest” leaving the nation in a state they could

possibly not recover from (The Philippines, 1898-1946, 2018). Nevertheless, soon after, the

creation of the Jones act was a monumental turning point in moving towards true independence

at a rate in which the Philippines could grow on their own.

Ultimately, after forty-eight years, “full independence was granted to the Republic of the

Philippines by the United States” (Philippine independence declared, 2010). Manuel Quezon

became the Philippines’ first elected president ten years prior when the nation became a

commonwealth with the support of the United States, thereby acting as the first leader of the

independent nation. Although, the United States withdrew their position in government, “military

ties with the United States were as strong as the economic ones” (The early republic, 1999). Free

trade continued between the two nations, benefiting the Philippines’ economy with a steady rate
AMERICANIZATION IN THE PHILIPPINES 12

of growth. Furthermore, an arrangement was made allowing the United States to continue using

their naval and military bases as a pit-stop and crucial location to have a presence near some

Asian countries while staying in a safe location. This understanding between the two nations has

led the relationship to become a friendship and alliance after a century of sharing history.

Social Media Influence. Technology has ever-changed the way we access information,

but, more importantly, it has transformed the way in which we communicate with others. We can

easily send a message or a photo to someone who lives on the other side of the earth all within

the click of a button. Unlike ever before, we have the opportunity to have an inside perspective

of a faraway city without having to travel (Willis 2017). We have been given the opportunity to

have a better understanding of different cultures and traditions with the use of a device that

allows for live-streaming of various events. It has made the path to becoming a global citizen

less difficult with the power to access myriad bits of information right in our hands.. With the

ability to follow anyone in the world, there is an endless amount of possibilities and

opportunities to be more educated of the various lifestyles and cultures there are in the world.

As the number of people acquiring electronic devices increase for the sole purpose of

making connections, “more people are using social media as an outlet to vent, and share their

thoughts” (How has Social Media changed the world? 2017). Instagram, Snapchat, Facebook,

and Twitter have dominated the social media platform all due to their unique specialities in

making communication easier. Instagram originally was a platform to display one’s life through

pictures, but it has developed to share videos as well. Snapchat allows people to share clips of

their daily activities in a minute or less that lasts for twenty-four hours because life is constantly

changing. Once the moment has passed, Snapchat is there to show you the next best thing.

Facebook is “most predominant social media platform” in the industry because it was the first
AMERICANIZATION IN THE PHILIPPINES 13

major application to be successful and reach a large range of people (Willis 2017). With

Facebook, every detail of someone’s life can be shared. Not only for personal lives, corporations

and organizations also use Facebook as a way to promote business or their ideals. Recently,

Twitter has grown to be a more popular social media platform among younger age groups

because of its use of hashtags and short tweets. Some tweets are more personal, and the ability to

retweet someone else’s words allows one to share their thoughts or show support for a cause and

spread the word. Hashtags, especially, serve as a shortcut to specific content.

However, the positive effects of mass communication do not greatly outweigh the

disconcerting consequences. Social media has allowed for celebrities and popular figures to

share their daily activities, but the way in which it is projected affects everyone in a different

way. The life being depicted in a photo is not a true representation of the life of the influencer.

With millions of users online every second of the day, influencers choose to share certain parts

of their day that will please their audience the most. Whether it be changing their actions to be

identified on a specific side of an issue or emphasizing on an opinion they may share; many

forget to realize the reality of the situation and how a perspective can be easily altered.

According to Namita Patil, “many people portray an unreal or fake personality just for the desire

to be liked” (Patil, 2018). In other words, there is false hope and less hope today because many

paths to success are not as they may seem. It is crucial for younger generations to be careful

while using these social platforms because it can become an addiction and plant ideas in their

mind that are deceiving.

Television Influence. Television shows tend to be a primary source of entertainment for

younger generations because the content is captivating and serves as an escape from reality.

Unfortunately, the cultural representation in the television industry lacks diversity and has
AMERICANIZATION IN THE PHILIPPINES 14

already negatively created an impact “in helping young people develop values and form ideas

about the world around them” (Television's Impact On American Society And Culture, 2018).

Due to the fact that the youth typically watch television for hours at a time while they are

developing mentally, their perspectives are easily molded. Initially, American characters who

had a lighter-complexion gained more roles in shows; essentially associating a lighter-

complexion with success. Children who only see those of a lighter-skin tone in shows grow up

believing the only path to success in the entertainment industry is by having a lighter

complexion. According to John L. Powell III and Michael C. Roberts, “television shows appear

to perpetuate gender and racial stereotypes and offer young viewers a distorted perspective of

how the world works and how people behave” (Powell III and Roberts, 2014).

Films imitate the daily life of a culture so that those ideals and values are shared and

popularized. For example, “Hollywood films reflect certain commonly held attitudes and beliefs

about what it means to be American, but they also portray contemporary trends, issues, and

events” (Movies and Culture). High School Musical has served as an expectation to thousands of

students who visit an American school for the first time because that was their only insight to

how an American school system functions. The film Forrest Gump illustrates that achieving

happiness is possible as long as one remains hopeful and determined to overcome any challenges

that may arise. In other words, Forrest Gump lived the American dream through hard work,

bravery and love despite the many setbacks he faced. These films unintentionally created the

assumption that all dreams come true in the United States, which has led to other societies

wanting to alter their own to reflect that of America to make their dreams come true as well.

Impact on Filipino Youth. From the beginning of occupation to present time, the youth

of the Philippines have been heavily influenced by the American culture through the growing use
AMERICANIZATION IN THE PHILIPPINES 15

of social media for mass communication and television, creating assumptions of the lifestyle

lived by Americans. Due to the friendship between the two nations, it is no surprise how closely

connected the countries are. There are cities in the Philippines with a high population of

Americans, and there are cities in the United States which thousands of immigrant Filipinos call

home. In this new era, Filipino children are being raised by a mix of cultures. Especially as they

reach their teenage years, they are drawn to the use of social media because it is captivating and

pleasing to all of their interests. They observe others of the same age participating in exciting

activities, persuading them to do the same because they may be popular for this very reason,

gaining more followers and likes on posts.

They are surrounded by American cultural aspects through most of their life, all altering

their mentality of success. However, there have been underlying influences teaching them that

goods or services from the Philippines are of lesser quality (Magpili-Smith, 2018, See Appendix

for more information). The youth are continually being put down due to cultural background and

their differences with others. Despite the United States granting independence to the Philippines

in 1946, it is evident that the colonial mentality continues to shape the lives of many, devaluing

themselves because they may not have the same societal status according to the standard set by

others in different countries. Filipinos are very adaptable and try to keep up with global

advancements despite the many obstacles of the world. With the use of social media, they are

able to speak their mind and feel empowered more now that ever. Social media is their

megaphone to help other Filipinos rise and feel no shame of their background. The world expects

them to be quiet and gentle people, but they have seen how the world can be, so they have taken

advantage of the new communication platform to show that “it’s more fun in the Philippines.”
AMERICANIZATION IN THE PHILIPPINES 16

CONCLUSION

Beginning with the United States occupation of the Philippines, America’s guidance has

greatly impacted the nation’s future, influencing in a positive way to help them develop into the

nation they are today. Now, with the implementation of technology to communicate, the youth of

the Philippines are heavily influenced by the many cultures of the world in every aspect of their

life. With the use of social media and the United States’ position, much of the youth’s daily life

reflects American urban patterns, changing their perspective of growth and success associated

with a specific mentality of success associated with certain representation of the culture.

They now have the opportunity to be exposed to everything there is in the world within

the reach of their fingertips. Their endeavor to assimilate into an American way of life is

illustrated through the Philippines’ choice of people to represent their country and culture in

television shows, films and advertisements. Lighter-skin tones, smaller bodies, and family

structure have been altered over many decades fit the shape set by American society guidelines.

With future generations, the influence of American culture may shift its impact; however, the

presence is so large that it will continue to be very significant in changing the way younger

generations go about their lives and imagine their future.

AMERICANIZATION IN THE PHILIPPINES 17

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Hernandez, C. G., Borlaza, G. C., & Cullinane, M. (2018, November 30). Philippines. Retrieved

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Pacific Islander Americans in Congress, 1900–2017. Washington, D.C.: U.S.

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and-Empire/The-Philippines/

Huebner, G. G. (1906). The Americanization of the immigrant .. Retrieved from

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https://www.jstor.org/stable/pdf/1010522.pdf

Interview with Nina Magpili-Smith [Telephone interview]. (2018, December 12).

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entertainment industry, and altering the idea and mentality of success.

Lanuza, G. (2014, December 30). THE MEDIATIZATION OF FILIPINO YOUTH CULTURE

A Review of Literature. Retrieved from

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Lee, J., & Zhou, M. (2008). Asian American youth: Culture, identity, and ethnicity. Retrieved

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philippines&f=false

Martinez, O. (2017, May 23). Filipino-American Culture. Retrieved from

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Natividad, N. (2016, October 26). Truth about the youth: The difference of the Filipino

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Paul, C. (2017). Americanization. Social Welfare History Project. Retrieved from

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AMERICANIZATION IN THE PHILIPPINES 20

Appendix

Interview Questions

Has the internet changed Filipino culture? How?

In what ways are youth of the Philippines influenced by American culture?

Opinionated: Is the American influence helping or hurting the youth?

Has there been a change in the hopes and dreams of young Filipinos?

How can social media be an effective tool for learning about other cultures?

How can social media be problematic?

Should the use of social media be promoted for global communication?

Interview Notes

- Grew up in the philippines until the age of 26

- Went through a lot of adjustment

- With new exposure, she realized how different it is

- Encountered many issues with cultural background

- Eye opening experience

- Difficult to understand different perspectives

- Not much diversity in the philippines

- Did a lot of research of nation’s past

- Researched beginning of existence

- Impact of observer varies

- Values are still indigenous

AMERICANIZATION IN THE PHILIPPINES 21

- “Fiesta”: spanish way to convert the people

- Positive and negative

- Social media has been used to be more empowered and proud

- Filipinos are very adaptable

- Very hospitable and very adaptable

- Open to new ideas, while forgetting some original ways

- Many show ideas and concepts are stolen from the US

- History of being americanized

- Good: very open

- Bad: susceptible to being americanized

- Decades of occupation

- Idea that filipinos cannot rule a nation

- Although they established their own government

- Fought for freedom at the cost of 1,000,000 lives

- US realized a military approach wouldn’t work so they used education

- Transferred thousands of teachers to teach that american ideals are ‘better’

- With the colonial mentality, they devalue themselves (1 in 3 filipinos)

- The impact of technology is two-sided

- More exposure

- “More Fun in the Philippines”

- Sell skin-whitening products

- Constant message that a lighter skin tone is better

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- Alters the raising of a child

- More empathy = everyday message

- No significant change in the idea of success

- Success = speaking english

- Higher regard for a higher societal status

- No patronization?

- Mentality if it came from the philippines, its quality is less

- Gender equality

- 2 female presidents

- Female/mother breadwinners

- Match image society has set

- Patriarchy

- Feeling empowered

- Expectation of being quiet and gentle

- Don’t rock the boat too much

- More aware to speak up more

- There is some info on social media you can’t trust/ people can’t trust

- Difficult to verify credibility

- Some people’s intentions are not good for the public

- Better to have info from someone who has the welfare of people in mind

- It is a very powerful time

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- Important for society as a method for youth to speak their mind

- Nothing can compare to real-life connections

- Ability to rally behind a cause, better than posting for likes from random people who may

put others down because they hide with anonymity

- Get to know people truthfully and spread correct information

- Issue with privacy; Facebook

***Big disconnect the two worlds***