Ambidextr Media

The love affair between being a Filipino and experiencing life in the Philippines has always been complicated for almost everyone. With the current state of the country and its pressing issues, whether political, societal, environmental or any other aspects, living in this country has always been another burden added onto the shoulders of its citizens. Their stacking bills to pay, skyrocketing prices of groceries, and their 9-to-5 (or even more) underpaying jobs are just some of the many reasons why Filipinos have this so-called love-hate relationship with being Filipinos.

Left with no choice but to deal with its day-to-day hustle and bustle of life, Filipinos are left to say in a whisper, “Ang hirap mong mahalin, Pilipinas.”

Yet despite all these, love still prevails above all the atrocious reality of living a life in the Philippines as “Pinoy pride!” gets exclaimed, even more so when roared over any media content.

New Media and the Filipinos

The booming arrival and simply the existence of the new media have made countless differences in people’s lives worldwide, and these differences may vary from constructive to destructive. From the traditional way of doing things and consuming information, everything has become digital, ranging from being updated with the latest news reports to various forms of entertainment, as well, have now found new ways to garner views and popularity, even the juiciest of all gossip, which were just once whispers being tossed and passed around now has its outlets on different social media platforms from various sources and with, unfortunately, other versions.

Indeed, the arrival of new media has succeeded in striking the lives of Filipinos. Since the rise of social media and its ability, Filipinos are just one of the many citizens in each country who spend most of their time online. So much so that almost everyone loves to flaunt everything on the internet — the good, the bad, and even the unnecessary. Since then, satire pages, bloggers and vloggers, influencers, politicians, gossipers, and even 

But how does this boost any media content engagement?

Pinoy Pride in New Media

Some of us may have heard the trending TikTok sound of a man cheering for the country, saying, “Uy Philippines!” Filipinos did not come into play when it came to their patriotism. Anything and anywhere that mentions the Philippines is always something to gush over, especially on social media.

From the most recent wins of the Philippines at the Paris Olympics 2024, numerous cheers roared over social media — praising and thanking the athletes for their hard work. Pinoy pride certainly did not miss to gush over the gymnast Carlos Yulo’s win for two gold medals.

The same was true when the KPop Group Enhypen’s member named Heeseung posted a cover of Zack Tabudlo’s “Give Me Your Forever”. Filipino Engenes flooded the comment section saying:

“Heeseung, ano ba talaga tayo?”

“…FILO ENGENES PANALO NANAMAN TAYO!!!”

“may pinopormahan toh”

And so much more that would skyrocket the video’s engagement. Verified accounts and even the song’s original singer gave attention and praise to the member.

Even on any media content posted by any influencer, foreign or local, there would not be a day that Filipinos are not part of every count of views, shares, and comments. How much more on content that is quite questionable and problematic? Engagements would double, and news outlets and significant social media influencers would discuss it. This is an avoidable side effect of Pinoy pride in new media — the harmful and unnecessary are put to show for the views which, sadly, are also gushed over, thus resulting in a destructive outcome.

Pinoy pride in new media has been one of the most incredible things that happened to the lives of Filipinos — from ordinary people to those who have already established their name. Concealed on the four corners of our phones are things that are just a scroll and a click away that could relieve the mind from stacking responsibilities and the demands of life.

Every exclaimed “Pinoy pride” and “Uy Philippines” are moments that hold hearts so dear, making love prevail above all murmurs of, “Ang hirap mong mahalin, Pilipinas.

Blog by Cyra Aleeza Benosa