From Roots to Rhythm: The Non-material and Material Culture Portrayed in ALAMAT’s Music

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

• James B. Simon, University of the CordillerasFollow
• Kris J. Bejar, University of the CordillerasFollow
• Robinford M. Tuazon, University of the CordillerasFollow
• Aryanna B. Nginhena, University of the CordillerasFollow
• Justine T. Penrad, University of the CordillerasFollow
• Gavin C. Pua, University of the CordillerasFollow

Document Types

Paper Presentation

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

Media and Philippine Studies (MPS)

School Name

University of the Cordilleras

Track or Strand

Humanities and Social Science (HUMSS)

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

Jimez, Girlie C.

Start Date

23-6-2026 3:30 PM

End Date

23-6-2026 5:00 PM

Zoom Link/ Room Assignment

DLSU Manila Campus (In-person) - Don Enrique T. Yuchengco Hall - Y304

Abstract/Executive Summary

Through ALAMAT's music, the study sought to identify the presence of Filipino culture through themes, words and concepts. By utilizing a qualitative descriptive research design and content analysis, this research meticulously examines how the group integrates material and non-material aspects of Filipino culture into their artistry. The researchers analyzed ALAMAT's music videos on YouTube and song lyrics on Spotify to distinguish musical elements, cinematography, and the media portrayal of social issues, fashion, Filipino beliefs, and language. This study specifically addresses Sustainable Development Goal (SDG) 10: Reduced Inequalities by exploring how ALAMAT’s artistic choices actively challenge cultural marginalization and promote national inclusivity. By applying a reader-response approach, the study highlights how the audience acts as "co-creators" of meaning, transforming contemporary P-pop into a platform for cultural identity and empathy. Findings showed that ALAMAT effectively incorporates traditional Filipino culture into modern P-pop. Their lyrics reveal deeply rooted cultural values, including faith, spirituality, patriotism, unity, and linguistic diversity through the strategic use of regional dialects like Tagalog, Ilocano, Kapampangan, Cebuano, Hiligaynon, and Waray-Waray. Furthermore, the visual narratives and cinematography in their music videos prominently feature Philippine mythology, folklore, traditional folk dances, and indigenous attire. This study recommends that educators and media producers integrate diverse regional languages and indigenous cultural signifiers into mainstream platforms to further reduce cultural inequalities and strengthen the national identity of the younger generation. This approach ensures that local heritage remains relevant and protected in a globalized media landscape.

Keywords

Filipino Culture, Media Representation, Cultural Appreciation, OPM, P-Pop

Initial Consent for Publication

yes

Statement of Originality

yes