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Hi! I’m Keesha Mae M. Pineda, my close friends call me Kesya, bringing that distinct Bisaya accent to my name. Born and raised in the province of Bukidnon, in the humble municipality of Maramag, where agriculture and springs are in abundance, due to its beautiful springs, many tourists come and take pictures of the scenery and post it on their social media accounts. One of the Philippine pop cultures that caught my interest is the art of taking selfies, groufies, or what’s more popular today is the 0.5 picture, then posting it to the MyDay feature of Facebook or Instagram. Watching K-drama and mukbang is another pop culture I’m interested in, as drinking milk tea or iced coffee, having that “I deserve this” moment, reading funny and cute memes, listening to old and new OPMs, and lastly, pageants where beauty and brains are tested. These are some of the Philippine pop cultures that caught my attention recently, and I believe that these pop cultures will not reduce in social media anytime soon.

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A cute scene in one of the popular Kdrama that Filipinos love.

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The Philippine pop culture surrounding taking of pictures, selfies, groufies, and the now-trending 0.5 picture is a vibrant reflection of the country's social media landscape. It's become a ubiquitous phenomenon where individuals, regardless of age or background, eagerly capture moments of their daily lives through these shots. From impromptu or planned gatherings to solo adventures, each photo encapsulates a story, a mood, or simply a fleeting emotion. The act of posting these images to the MyDay feature of Facebook or Instagram has become an integral part of the Filipino digital experience, serving as a 24-hour digital diary that shows the highlights of their day. In a society where connection and expression are essential, these visual snippets serve as a means of validation, fellowship, and self-expression, weaving a colorful tapestry of shared moments in the digital sphere.

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Reacting to photos on social media platforms

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An example of a 0.5 picture with my Grade 12 classmates dressed as marites and titos.

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Through an understanding of the Uses and Gratifications Theory, one can examine how the current pop culture of the Philippines, which includes taking pictures, selfies, groufies, and the 0.5 picture, promotes change in several societal aspects. First, this phenomenon alters the dynamics of relationships between people and self-presentation in terms of societal change. People seek satisfaction in the form of peer approval and social validation by posting these photos on social media sites like Facebook and Instagram. A culture of digital connection is fostered by this constant sharing, where social capital is exchanged for likes and comments. As a result, this practice affects how people view and create their identities in the world of technology, concealing the distinction between the virtual and the real and influencing the development of societal norms around connectivity and self-expression.

Second, this pop cultural phenomena promotes innovation and adaptability in digital tools and platforms from a technology standpoint. Social media networks are always changing to suit the tastes and habits of their users. To meet the desire for short-lived narratives, they have introduced features like MyDay. The trend that Filipinos are adopting encourages developers to improve user experiences and functions by igniting new technology frontiers and creative opportunities. Furthermore, the development of this pop culture is made possible by the widespread use of cellphones and internet in the Philippines, which democratizes the means of content generation and consumption. As a result, in the digital age, this cultural practice actively influences the course of technical advancement in addition to reflecting societal changes.