Content and Culture: A Phenomenological Study of Cordilleran Vloggers in the Social Media Landscape

Proponent/s Name/s (Last Name, First Name, Middle Initial)

• Kurt John Castro De Vera, Berkeley School, Inc.Follow
• Michael Robin Junas Bonoy, Berkeley School, Inc.Follow
• Marcus Lim Juanta, Berkeley School, Inc.Follow
• Shyrlhan Mykha Olucan Lanado, Berkeley School, Inc.Follow
• Zain Avry Chock Martin, Berkeley School, Inc.Follow
• Ed Sofronio A-ayo Paras, Berkeley School, Inc.Follow

Document Types

Paper Presentation

Research Theme (for Paper Presentation and Poster Presentation submissions only)

Living Culture and Contemporary Societies (LCS)

School Name

Berkeley School, Inc.

Track or Strand

Science, Technology, Engineering, and Mathematics (STEM)

Research Advisor (Last Name, First Name, Middle Initial)

Astudillo, Alfonso III B.

Start Date

25-6-2026 10:30 AM

End Date

25-6-2026 12:00 PM

Zoom Link/ Room Assignment

Online - https://zoom.us/j/94569671692?pwd=Fj3c3ELOebE6QbqbJOOH9wMuildoEc.1 Meeting ID: 945 6967 1692 | Passcode: research

Abstract/Executive Summary

Vlogging has emerged as a powerful form of digital storytelling and self-expression in the Philippines, particularly in culturally rich regions such as Baguio City. Within the Cordillera, vlogging serves not only as entertainment but also as a platform for cultural representation, community engagement, and identity formation. Despite its growing visibility, the lived experiences of Cordilleran vloggers remain underexplored in academic literature. This study aims to examine the motivations, challenges, and perceived impacts of social media vlogging among Cordilleran content creators in Baguio City, with particular attention to cultural identity and digital practices. Guided by a phenomenological approach, the study gathered data through a review of relevant online sources and in-depth interviews with selected vloggers identified via social media platforms.

Participants shared narratives centered on their personal experiences, creative processes, and cultural contexts. Findings indicate that Cordilleran vloggers are primarily motivated by cultural pride, community representation, and personal fulfillment rather than purely economic gain. However, they face persistent challenges, including balancing authenticity with platform demands, navigating online criticism, and managing the risk of cultural misrepresentation or commercialization. The study concludes that vlogging functions as both a cultural preservation tool and a site of negotiation between tradition and modern digital influence. By foregrounding localized experiences, this research contributes to a deeper understanding of how digital media can support cultural sustainability, identity formation, and community engagement within indigenous and regional contexts.

Keywords

Cordillera; vlogging; social media; Cordilleran Heritage; self-advertising

Initial Consent for Publication

yes

Statement of Originality

yes