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Hi there, I am Jamie Gem Remoroza, but I prefer to be called Gem because it's easier to pronounce. Anyway, as a youth, I spend most of my time on social media, so I am just warning you that my likes and interests in Philippine Pop Culture have been heavily influenced by social media, especially TikTok. First, I am an avid coffee and food lover, so I really love exploring and trying out new coffee shops in my area. Second, I love trying out new fashion trends so that I can really explore and find the style that fits me. Third, I am always up-to-date with the current new popular shows or movies, but my toxic trait is that if it's too popular, I lose interest in watching them, except if I've always been an avid fan of it. Fourth, underground indie Filipino music has been taking over my favorite songs, thanks to the recommendations of the people from TikTok. Lastly, I am always up for some good and funny memes; that may be why I also have a high screen time on Facebook, and sometimes I think that my humor may be broken because I find the most random posts funny, especially Filipino memes.

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shopping with my sugar mommy AKA my older sis

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So, despite the fact that I have a lot of Philippine Pop Culture interests, what I want to feature and discuss in my padlet is the rise of coffee shops and coffee lovers in our country. This can be observed when we are scrolling through any social media platform because I am highly confident that as you surf the web, you will see a post or two about coffee and coffee shop recommendations. I believe that a lot of factors come into play as to why coffee shops have become a popular culture in our country, to the point that a lot of my friends have considered opening up a coffee shop because coffee shop businesses are booming. Even in Davao, specifically in Obrero, when you go to the streets, it is certain that you will see at least one coffee shop on each street. Sometimes, you can even see a street full of coffee shops, and even my for-you page on TikTok is full of coffee shop recommendations. I personally am a fan of coffee, and as I grew up, I developed a habit of studying in coffee shops, sometimes alone but often times with friends. That is because coffee shops serve as a good place if you want to chill or catch up with friends. That's why I believe it deserves to be highlighted in my padlet.

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Secret Garden Cafe will always be my fave. ❤︎₊ ⊹

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Shocked by this newly opened coffee shop near our house. Their mocha cappuccino is easily now one of my fave coffee ♡.

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Another coffee shop near our house. The latte art was adorable ฅ          

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According to a news article by The Manila Times (2021), statistically speaking, 70% of the Philippine population is made up of millennials and Generation Z. This means that the times are changing, and a new consumer segment is now emerging in our country. Furthermore, since millennials, considered the hardest working generation, and Gen Z, known for keeping up with trends, are now the top consumers in the marketplace, that is why they are definitely changing the marketplace. Moreover, through the lens of Uses and Gratification Theory, which is defined as how people choose a specific media channel to meet and satisfy their personal needs, I believe that the reason why coffee shops or getting coffee are now a popular culture in our country and is dominating the content I see on social media is because Filipinos or people, in general, is now able to utilize social media to its fullest; they are now able to use social media to satisfy their needs. So what I mean by this is that, as part of Gen Z and as a student, I am always on the lookout for a new coffee shop where I can study or hang out with friends because there is something about the vibe of coffee shops that's relaxing while you hang out with people. So, to achieve this, I use social media to gather information about coffee shops in my area that are student-friendly, meaning it's affordable, have a WiFi connection, and, most importantly, the coffee is good. That's why I am always scrolling through TikTok and Instagram for the next coffee shop that I would visit. This goes to show that I am using a specific social media platform for my own benefit.

Furthermore, when we also consider that the current top consumers in our country are millennials and Gen Z, and most of them are workaholics, we can also justify the boost in popularity of coffee shops because coffee shops are a great place to get work done. Moreover, many people in our generation also utilize social media to fulfill their need for social interaction, like communicating with friends and families and sharing content with others. An example of this is the coffee shop recommendations shared by influencers in TikTok so they can share information about the coffee shops they went to and also connect with their followers on social media. And I, as a viewer, use this information for my benefit because it's easier for me to find coffee shops that I would like to try with my friends. All of these factors combined are only some of the reasons I believe that coffee shops, or coffee in general, have become a popular culture in our country.

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Example of coffee shop recos in Davao. (credits to the creator of the vid)

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Read more about Uses and Gratification Theory here.

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Uses and gratifications theory is a concept within the sociology of mass communication that examines the role of the audience in making decisions and setting goals when it consumes media products.
In other words, it is a theory that defines how people choose a particular media channel to meet their personal needs.

Unlike many other mass communication theories that explore how media affects people, the uses and gratifications theory answers the question: How do people use media?

In other words, the uses and gratifications theory focuses on the motives behind the behavior of media consumers rather than on the media's direct impact on the consumer.

This theory is studied within the framework of social psychology using a positivist approach.

Definition of Uses and Gratifications Theory
Unlike other media theories, UGT zeroes in on the consumer's agency (that is, their ability to use media for their own benefit) rather than focusing on how mass media controls and influences us.
It takes a practical approach and highlights how people interact with different forms of communication to get rewards from them.

According to Lai (2023), uses and gratifications theory:

"...proposes that people choose to consume certain kinds of media because they expect to obtain specific gratifications as a result of those selections" (p. 250).

Pedersen (2017) noted that: " audience members reacted to mass media and sought to use it for specific purposes based on their own individual characteristics, social categories, and relationships" (p. 92).

While other theories such as the hypodermic needle theory see people as passive recipients of media messages, UGT views people as active media consumers who are aware of the reasons why they choose to consume media.

So, in simple terms, the uses and gratifications theory is a social psychological approach that focuses on the motives behind media consumption rather than the impacts of specific messages or content.

Uses and Gratifications Theory Examples

The following are some examples of how people may use social media for their own benefit, according to uses and gratifications theory:

Entertainment: People use media for entertainment purposes. They watch movies and TV shows or listen to music to relax and escape from their daily routine.

Social i nteraction: Media can be used to fulfill the need for social interaction. Social media provides an incredible opportunity to form connections, share content with others, and communicate in previously impossible ways. Platforms such as Facebook, Instagram, and Twitter enable users to stay connected with loved ones despite physical distance.

Information gathering: In this digital age, we rely on various media outlets to arm ourselves with the latest news and updates. Whether it's newspapers, television channels, or online platforms- people turn to these sources to stay in touch with world events. After all, knowledge is power!

: Media can be a powerful tool in helping individuals cultivate their identity. Through consuming different media forms, people can gain insight into their values and beliefs while exploring their interests - ultimately forming an understanding of who they are.

Emotional r elease: People often turn to media for emotional relief. Whether listening to melodic tunes or streaming an uplifting movie, these activities can ease stress and create feelings of joy. So, if someone is feeling down, they can use media to help lift their spirits.

Surveillance: Surveillance via media is a real issue. Whether it's monitoring social media accounts or using CCTV cameras, people can use the power of technology to gain insights into others' lives without their knowledge.

Escapism: Media is a great way to take your mind off reality, allowing you to avoid any stress or worries and relax for now. Whether watching your favorite show on TV, streaming music online, or playing video games - media can provide solace and distraction from everyday life.

Education: Utilizing media is an effective way to learn! Whether watching informative documentaries, reading educational books, or even taking online courses, many avenues are available to expand their knowledge.

Persuasion: Media has incredible power in dictating public opinion and behavior. Advertising, political campaigns, or PR initiatives can all be used to sway people's attitudes through the persuasive use of media.

Sense of b elonging: Media can make people feel a sense of community and belonging. Attending sports games and concerts or joining online forums are popular ways for individuals to connect emotionally with others.

Origins of Uses and Gratifications Theory
The origins of UGT can be traced back to the 1940s when communication researchers initially sought to study why certain media and content appeal to different people.
UGT was developed by a group of researchers, including Elihu Katz, Jay Blumler, and Denis McQuail, who were interested in understanding the role of media in people's lives (Kasirye, 2022).

The theory was based on the assumption that people actively seek out and use media to satisfy their needs and wants rather than being passive recipients of media messages.

In the 1950s, researchers began to question the assumptions of the media effects model, which suggested that media had a powerful and direct impact on audiences (Pedersen, 2017).

Instead, they argued that audiences were not passive and could use media in ways that satisfied their needs and desires.

UGT continued to evolve and develop, with researchers refining and expanding the theory. For example, in the 1970s and 1980s, experts delved into how age, gender, and temperament influenced people's media usage (Kasirye, 2022).

Today, UGT remains an influential theory in communication studies. Scholars leverage this approach to analyze a broad array of media, from traditional sources like television and newspapers to modern formats, which include social media platforms and streaming services.

Basic Assumptions of Uses and Gratifications Theory
Uses and gratifications theory is based on five basic assumptions developed by Blumer, Katz, and Rossi and later refined by McQuail and others (Littlejohn, 2021).

1. Active audience: The audience actively participates in their media selection, driven by perceived goals and seeking to achieve them through media choices.

2. Knowing audience: Individuals take the initiative in associating needs gratification with media selection, showing awareness of the potential benefits of their chosen media and being less influenced by the media itself. It emphasizes the importance of subjective opinion over media depiction.

3. Competition for attention: Media competes with other sources of gratification for audience attention, as individuals have multiple interests and desires that require fulfillment.

Audience affects media producers: The goals of media use are determined by the audience themselves, who are conscious and attentive to their motivations for selecting certain media content.

Audience creates media value: Cultural value judgments of media content are deferred to audience actions, as only the audience can establish the actual value of the media content they consume based on their assessments and decisions (Littlejohn, 2021).
Uses and gratifications theory has continued to evolve and has numerous modern applications in research. It is widely used in the study of social media, streaming services, and other digital platforms.
These assumptions are critical in helping researchers understand the motivations and decisions of media users. In addition, they provide a foundation for further research into how people use media to satisfy their needs and desires.

Contemporary Application of Uses and Gratifications Theory

UGT can be used to understand how people use digital media to form relationships, express themselves, and find entertainment. It is also used to study how people use media to learn, be informed, and connect with others differently.

UGT plays a critical role in comprehending media consumption in the modern age when there is an ever-growing variety of choices.

It can be utilized to fathom why people choose specific channels or content above others and how these decisions affect society.

Finally, UGT can be used to understand how media affects people's attitudes and behaviors.
While UGT has provided valuable insights into media use and audience behavior, it has also been criticized due to the lack of a clear conceptual framework, difficulty measuring gratification, and the issue of causality.
The media's power to influence people is becoming more and more noteworthy as researchers investigate how it can cause a transformation in individuals' outlooks or behaviors.

Criticisms of Uses and Gratifications Theory

Lacking conceptual framework: Some critics argue that UGT lacks a clear conceptual framework and precise definitions of key concepts. It can make it difficult to operationalize the theory and test its hypotheses (Swanson, 1977)

Lack of a macro-sociological understanding: UGT focuses heavily on individual agencies and users' active role in selecting and using media. However, some believe that this individualistic approach neglects media use's broader social and cultural contexts.

Lack of focus on power differential: UGT tends to overlook the role of power and inequality in shaping media use and access. Critics argue that UGT fails to account for how structural factors, such as race, class, and gender, influence media usage patterns (Quinn & Epstein, 2019)

Potential overgeneralization: Some scholars have criticized UGT for overgeneralizing its findings and assuming that users' motives and behaviors are consistent across different media types and contexts (Kubey & Csikszentmihalyi, 2013).

Lack of focus on effects of media: UGT focuses primarily on the uses and gratifications that users derive from media but pays little attention to the potential effects that media use may have on individuals and society.

Conclusion

Uses and gratifications theory is a significant concept in communication studies, as it offers insight into the role of media in fulfilling the needs of individuals. It proposes that people actively consume specific media channels to satisfy their needs.

Through UGT, researchers have explored how individuals use media for entertainment, social interaction, information, emotional release, surveillance, escapism, education, persuasion, and a sense of belonging.

The theory has undergone several refinements and developments over the years, with researchers studying how different variables affect people's media use.

Today, UGT remains an essential framework for analyzing the media's role in people's lives and is necessary for understanding the relationship between the media and its audiences.

References

Kasirye, F. (2022). The importance of needs in uses and gratification theory. Advance. https://doi.org/10.31124/advance.14681667.v2

Kubey, R. W., & Csikszentmihalyi, M. (2013). Television and the quality of life: How viewing shapes everyday experience. Lawrence Erlbaum Associates.

Lai, P. C. (2023). Strategies and opportunities for technology in the metaverse world. IGI Global.

Littlejohn, S. W. (2021). Theories of human communication. Waveland Press.

Pedersen, P. M. (2017). Strategic sport communication. Human Kinetics.

Quinn, K., & Epstein, D. (2019). There is hope: Race, gender, and the uses and gratifications of social media. Race/Gender/Class/Media, 23-27. https://doi.org/10.4324/9781351630276-5 Swanson, D. L. (1977). The uses and misuses of uses and gratifications. Human Communication Research, 3(3), 214-221. https://doi.org/10.1111/j.1468-2958.1977.tb00519.x

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Uses and Gratifications Theory: Examples and Definition (2023)

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Uses and gratifications theory is a concept within the sociology of mass communication that examines the role of the audience in making decisions and setting

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News article about the new consumer segments

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COVID-19 continues to ravage many countries and it looks like we will have to live side by side with it until a vaccine becomes available. Such is the macro-environment influence of COVID-19 that clustered behaviors have emerged among different consumer generations and socio-income classes.

The MKS Report on the new Filipino consumer clusters amid a COVID scenario is a product of a duo research survey conducted between April and May 2020. The 500 sample study covers all income classes and five generations of consumers among them: the Boomer Generation born between 1946 and 1964, ages between 56 to 74; the Gen X or sandwich generation born 1965 to 1976, now ages between 44 years old and 55 years; Gen Y, otherwise known as the Millennial Generation born between 1977 and 1994 and ages 26 to 43 years old and Gen Z, born between 1995 and 2020, the oldest being 25 years old.

Driving forces

The Philippine population is pegged at 109 million by the Philippine Statistics Authority. An estimated 38 percent belongs to the young Gen Z and the millennial market while 28 percent belongs to the Gen X and Boomer markets.

The Millennial and Gen Z populate the working force and are starting to build homes and families, spend for their children's education, etc. Many are debt-ridden while a small segment belong to the privileged. On the other hand, the Gen X and Boomer markets are nearing the end of their career, except if they are businessmen, entrepreneurs or heirs. They would either have saved, are debt-free or are likewise debt-ridden and filled with material acquisitions with little or no sustained value, but are symbols of an "arrived" social status mentality. A small number are recipients of passed-on wealth guaranteeing them sustained lifetime disposable money.

The world pandemic has changed the economic landscape, dividing consumers into two segments-the first with sustained income or savings and second, those with little or less disposable income.

Nonetheless, regardless of generational age and income, there are five strong cluster motivations that trigger the pandemic consumers' buying attitude, decision-making and actual purchase.

New consumer behavior

Keep it basic, nothing fancy. Generally practical consumers, this mindset is particularly prevalent among the upper middle-income class.

The need to stock up on basic necessities like food served at mealtimes, rice, water, soap and other commoditized products needed for daily living is a driving motivation. Purchases are nothing fanciful and grand. Other than buying at traditional mall supermarkets, the "buy basic consumer" buys too from direct sources or middlemen. Products are sourced through online resellers in Facebook, Viber, chat rooms, online grocers, etc. who then send these products via direct delivery vans or riders. Among these products include homegrown veggies, fresh seafood catch and meat, bread and condiments, etc.

Home sweet home. Security and safety are the motivating factors for stay-at-home, cocooning consumers. Most consumers in this cluster believe that the COVID-19 pandemic will not be addressed anytime soon. Household cleaning aids, buying home appliances, renovating and redecorating homes and building man caves are some of the apparent behaviors among consumers sharing this mindset. The Gen X, with "mid-nester" families from young to older children populate this mindset.

Health is wealth. Personal health is a strong concern across all age groups. Healthy food belongs to the top five categories likely to be consumed by the Gen Zs while purchase of healthy food and medicines is strongest among the middle-income class. Skin care is indispensable among the upper income class. It remains an important category among the Boomers, Millenials and Gen Z.

Pamper yourself. Despite the pandemic, consumers never fail to resort to buying behavior and products that make them feel good and happy. While the preferences and financial capability differ, both the upscale and lower income segments enjoy feel good moments. Snacks and alcoholic beverages are momentous joys for the low to middle income segment while enjoying spa products and services, skin care and home appliances are among the top drivers for purchase by the upper income.

Mall rats it is! The young Filipino Gen Z so love the mall. No wonder that the mall is their first go-to destination upon relaxation of the quarantine. They are resolute in the belief that their youth provides a safe cover against the horrors of COVID-19. The millennials, while a bit more pragmatic, take after the Gen Z in their desire to go to malls. However, they rationalize their mall expeditions by running errands, thus they gain shopping pleasure and a sense of normalcy. Going to the mall is an activity that cuts across all age groups, particularly when favorite restaurants resumed operations.

Filipino consumers likewise exhibited a general consumptive behavior. Across generations, one common belief is that cash is king.

Filipino consumers prefer to pay in cash followed by a credit card, if there is, and a debit card. Interestingly, online and in-home shopping are more popular among the upper income and older market. This is not surprising as the older mature market has limited mobility due to the pandemic while the upper income seems unconcerned about the costs of personal shopping and delivery fees, Lazada and Shopee enjoy foremost brand recall when it comes to e-commerce websites.

Consumers also have a brand in mind for every category. The health scare has led people to be careful and mindful about their daily time and activities. With limited time outside of their homes and the imposed curfew hours, Filipino consumers no longer enjoy the pre-COVID leisure hours spent in malls. On the contrary, Filipino consumers movement is targeted and so are their purchases. Trust in a product or service is very important and branded products and services provide that guarantee.

Brands that invested in compelling and strategic branding campaigns pre-COVID and continue to do so during tight and loose quarantine periods have provided safety nets, ready for the time when the macro-environment improves once the pandemic is dispelled.

The competitive environment has become a level playing field. Businesses with sufficient operating capital to fund and ride the tide of the pandemic have a greater opportunity to keep their brand in the minds of the purposive pandemic consumer. Nevertheless, even with funds for branding, riding on the opportunity or remaining silent, like most businesses affected by the pandemic, is an internal business strategy that can determine the sustainability of the business and its brands. Only a business owner with a branding mindset can take advantage of the opportunities that are still present amid a crisis. ‍-CONTRIBUTED
(The author is Chief Brand Strategist of MKS Marketing Consulting. She can be reached at karenvdeasis@gmail.com)
For more news about the novel coronavirus click here.
What you need to know about Coronavirus.
For more information on COVID-19, call the DOH Hotline: (02) 86517800 local 1149/1150.

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New consumer segments emerge from pandemic

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COVID-19 continues to ravage many countries and it looks like we will have to live side by side with it until a vaccine becomes available. Such is the macro-environment influence of COVID-19 that