07

Promoting
Philippine Culture
and Values

Chapter 7 Promoting Philippine Culture and Values | 93

Chapter 7

Promoting Philippine Culture

and Values
The Philippine Development Plan (PDP) pays close attention to the empowering
nature of culture. Cultural awareness is a requirement for social inclusion and
equity. Enhancing the social fabric toward a high-trust society entails building
better relations for social cohesion among people. More and better interactions
among members of a community, in turn, require awareness and appreciation
of culture and values that drive people’s attitudes and behavior. Culture is that
complex whole of the people’s way of life, which includes the knowledge, belief,
art, law, morals, customs, values, ideas, sentiments, and any other capabilities
acquired by a person as a member of society. It offers a summation and distillation
of the past that provides a sound basis for living in the present and marching into
the future.

Culture has several dimensions; its role in development spans and intersects with
multiple sectors. As such, culture is regarded as one of the pillars for achieving
inclusive, sustainable, and human-centered development. Building culture
into the formulation of policies and in the design of development interventions
enhances the effectiveness of programs and projects because cultural contexts
are recognized. Failure to acknowledge the significance of culture in shaping
our society may lead to cultural fragmentation, perceived distrust toward fellow
Filipinos, parochialism, perpetuation of historical injustices, and inability to
collaborate for nation building.

The priority areas of the cultural agenda are: (a) safeguarding and enshrining our
cultural heritage; (b) achieving equity and inclusion in access to cultural resources
and services; and (c) sustaining and enhancing cultural assets to foster creativity
and innovation for socio-economic growth.

Assessment and Challenges

The Philippines is a nation of diverse gender, spirituality, and socio-economic
cultures but this is not adequately class – even persons with disabilities have
documented and existing documentation their own culture. However, a complete
is not easily accessible. Cultural forms assessment of the country’s diverse cultures,
and creative expressions are as diverse as covering both the tangible and intangible,
the number of communities existing in the remains a challenge because data are sparse,
country. There are about 120-170 languages1 scattered, and not regularly gathered. Efforts
spoken by 110 ethnolinguistic groups2. to create a database are constrained by lack
Culture also varies according to age group, of cultural experts to conduct research and

1
Depending on the method of classification
2
Based on data from the National Commission on Indigenous Peoples.

Chapter 7 Promoting Philippine Culture and Values | 95

 gather data in a culture-sensitive and ethical second and third generation Filipinos, in
manner, and by lack of funding to sustain destination countries. It is important to
these activities. consider that these migrants are likely to
be less rooted in the Filipino culture and its
Filipino identity has been undermined history even as they also need to learn about
but there are inherent Filipino values that and adapt to the culture of their destination
can be nurtured toward promoting the countries.
common good. Our colonial experience
gave rise to feelings of inferiority as Climate change and human-induced risks
manifested by our culture of hiya or shame3. to the environment require mechanisms
The pervasive undermining of what it means to mitigate their impact on communities,
to be Filipino gave way for regional identities tangible heritage, and biodiversity.
(e.g., Ilocano, Tagalog, Waray, Maranaw) Cultural and historical structures built
to overshadow national pride. This led to centuries ago that continue to stand today
a society that has become disconnected are tangible ties of the present generation to
from its core culture and is characterized by its past, giving life to the nation’s history in
fragmented identities. Values like malasakit, ways that the written text cannot provide.
bayanihan, or pangaddatan that manifest People need things that they can see, feel,
pakikipagkapwa-tao, a way that Filipinos taste, smell or hear in order to appreciate
recognize kinship among themselves, need Philippine culture and history. Structures,
to be inculcated for national unity and social monuments, and sites are some of the
cohesion. more easily recognizable icons. While the
economic value of heritage sites can mostly
Channels of learning about our history, be seen in the revenue generated from
culture, and values have not been effective. tourism, their greater value lies in what they
Formal education across all levels emphasize symbolize for the local community and the
developing literacy and skills in other fields key cultural and spiritual messages attached
over values education or critical teaching to them. Heritage structures can provide a
of history. Mainstream media failed to sense of identity and belongingness, while
promote positive values in its pursuit of recognition of their value can bring a sense
profit for the market-driven entertainment of pride.
industry. Popular shows or movies “extol
visual and aural symbols, characters, Heritage structures are vulnerable to the
designs, replete with cultural ignorance and impact of climate change and human-
misinformation.4” As a result, the level of induced disasters. Efforts to prevent
consciousness among Filipinos about their their destruction need to be set in place.
own culture and embedded values remains Unfortunately, conservation materials and
low. the skilled labor required are expensive.
Moreover, among national, regional, and
The concerns of culture extend beyond the local governments, development and
national borders. There is also a need to modernity are often the priority over the
consider the situation of overseas Filipinos conservation of important cultural assets of
or the diaspora of Filipinos, especially the country.

3
De Guia, Katrin (2005). Indigenous Filipino Values: A Foundation for a Culture of Non-violence. Unpublished paper presented
at the forum Towards a Culture of Non-Violence.
4
NCCA (October 2016). A Report on the Cultural Protection and Development Summit. Unpublished report resulting from the
Cultural Protection and Development Summit on October 5-6, 2016.

96 | Philippine Development Plan 2017-2022

The current governance framework However, violations are not penalized. This
for cultural development has been concern revolves around the unethical and
inadequate in addressing the concerns of exploitative extraction of knowledge, skills,
the sector. The government has consistently and practices from indigenous cultural
recognized the importance of culture in communities or repositories of local
national development through landmark knowledge.
legislations5 that created the cultural
agencies with clear mandates. But conflicting Stakeholders across the country pointed
provisions in certain laws compromise the out that there is no coordinating body
implementation of cultural initiatives.6 with regional presence to promote cultural
development and address concerns at sub-
The underrepresentation of marginalized national levels. There is continued clamor
sectors in local councils prejudice the quality for the creation of a Department of Culture
of implementation and mainstreaming of to address the increasing needs for equitable
culture in governance. Culture bearers, such access to cultural resources and services,
as the indigenous peoples, are either denied enhanced cultural education, improved
or limited in their rightful representations conservation and safeguarding of cultural
in local fora despite the requirement of resources, and culture-driven sustainable
a mandatory representative at all levels development.
of decision-making that affect their
communities.7 Despite the legal mandates, agencies do
not have adequate resources to implement
Another issue is the conflict between programs for cultural development.
property rights of private individuals or Cultural agencies generally depend on
entities and the cultural rights of indigenous contractual staff for the operation of the
peoples over their ancestral domain. agencies due to lack of plantilla positions.
Considering the magnitude of the
Existing laws include provisions on responsibilities and the long-term nature
conservation and safeguarding of cultural of public services for cultural development,
heritage, protection, recognition, and there is a need for a bigger pool of regular
empowerment of diverse cultures. human resources.

5
RA 3873/10087 (An Act Changing the Name of the Bureau of Public Libraries to the National Library and its Amendment),
RA 7104 (An Act Creating the Commission on the Filipino Language), RA 7356 (Law Creating the National Commission for
Culture and the Arts of 1992), RA 7743 (An Act Providing for the Establishment of Libraries and Barangay Reading Centers
throughout the Philippines), RA 8371 (The Indigenous Peoples’ Rights Act of 1997), RA 8492 (National Museum Act of 1998),
RA 9470 (National Archives of the Philippines Act of 2007), RA 10086 (National Historical Commission of the Philippines
Act), RA 10066 (Cultural Heritage Law of 2009), among other policy instruments that institutionalize government support
for culture.
6
For example, the Film Development Council of the Philippines had been getting its funds for rewarding producers of graded
films from amusement tax revenues generated by local cinemas. This is provided for under the Implementing Rules and
Regulations of RA 9167 establishing the Council. However, in 2015, the Supreme Court declared the collection of amusement
tax from local cinemas illegal as it infringes on the constitutional policy of local autonomy.
7
The following legal bases stipulate the mandatory representation of indigenous peoples in policy-making bodies and
other local legislative councils: (a) Indigenous Peoples’ Rights Act of 1997, RA 8371, Section 16; (b) Rules and Regulations
Implementing Republic Act 8371, NCIP Administrative Order No. 1, s. 1998, Rule IV, Part 1, Section 6.; and (c) the National
Guidelines for the Mandatory Representation of Indigenous Peoples in Local Legislative Councils, NCIP Administrative
Order No. 1, s. 2009.

Chapter 7 Promoting Philippine Culture and Values | 97

 Strategic Framework
The government will increase the level of and international volunteer service
cultural awareness, inculcate values for organizations; and government.
the common good, cultivate creativity, and
amplify national pride among Filipinos.
These will be resonated in development Targets
plans across all levels of government. These
will likewise be supported by adequate Core outcome and output indicators that
resources, capacity building for government will be monitored to ensure progress
agencies on culture-sensitivity, and toward increasing the level of cultural
increased engagement with stakeholders. awareness, inculcating values for the
common good, cultivating creativity, and
Given the cross-cutting nature of the culture
strengthening culture-sensitive governance
agenda, the practice of volunteerism will
be promoted and pursued, especially in and development are presented in Table 7.1.
the academe; corporate, non-government,

Table 7.1 Plan Targets8 to Promote Philippine Culture and Values, 2017-2022

BASELINE END OF PLAN

INDICATORS
YEAR VALUE TARGET

Increased level of awareness of Filipino values, cultural diversity, creativity,

tbd
and culture-sensitivity
Enhanced tolerance and respect for others tbd
Inclusion of culture in all development plans in key growth areas according to
tbd
the National Spatial Strategy
Heightened pride of place and pride of being Filipino tbd
Reached the target number of beneficiaries (individuals, groups, organizations,
tbd
communities) who were provided support

8
There are no current baselines and targets for the indicators because data remain to be gathered and established through a
national survey. These will be made available on the plan’s midterm update in 2019. A more detailed set of indicators can be
found in the PDP’s accompanying Results Matrix.

98 | Philippine Development Plan 2017-2022

Strategies
Figure 7.1 Strategic Framework to Promote Philippine Culture and Values, 2017-2022

Subsector Outcome 1: Our diverse mechanisms for recognition such as

cultures valued historical markers and a database of tangible
and intangible cultural assets. Valuing
Only with strengthened awareness of the cultural diversity therefore requires its
different cultures in the country can Filipinos recognition, protection, safeguarding, and
have the capability to integrate their cultural promotion. To achieve this, the following
heritage into their lives and contribute to strategies will be implemented:
national development. Different segments
of society must have a general consciousness Develop, produce, disseminate, and open
that they belong to a national community. access to information about Filipino
They should be aware of their heritage and culture. Under this PDP, learning materials
be determined to ensure its preservation. will be developed in order to raise
It necessitates the establishment of awareness about the country’s cultural

Chapter 7 Promoting Philippine Culture and Values | 99

 diversity. Various agencies will collaborate Subsector Outcome 2: Values for the
to disseminate these information materials common good inculcated
to their respective stakeholders, including
overseas Filipinos (OFs) who may be Instilling values for the common good into
reached through the Philippine embassies the consciousness of all citizens will provide
abroad, or anybody interested in learning the needed positive and transformative
about the country’s diverse cultures. change that will eventually lead to a high-
trust society.
Institutionalize and intensify heritage
conservation plans and programs. Determine a set of core values that foster
Protection of tangible heritage will be the common good. While there will always
undertaken through comprehensive be conflicts of interests and differences
conservation plans, while recognizing that in beliefs and principles, there are values
it is a shared responsibility of every Filipino. that are common to Filipinos and that are
important for social cohesion and inclusive
Establish Knowledge Development Centers development. Values that are embraced
(KDCs) and Schools for Living Traditions by various Filipino communities will be
(SLTs) for building the capacities of identified. Among them are discipline,
Filipinos. Knowledge Development Centers persistence, and grit, as well as having a
will be established to document, conserve, positive disposition for which Filipinos are
and protect tangible and intangible cultural known. Other values that many Filipinos
heritage for posterity, as well as to enrich the share are Pagkamalikhain (creativity),
people’s knowledge and sense of ownership of as evidenced by Filipino ingenuity, and
various elements of Filipino culture. Schools Malasakit (roughly translated to compassion
for Living Traditions (SLTs) have been the or empathy), as evidenced by the readiness
safeguards of intangible heritage since 1995 and willingness to help, especially in times
because they ensured its transmission to the of calamities. Establishing the core values,
next generations of indigenous peoples and however, does not preclude the freedom
the Bangsamoro. These schools will thus of different cultural communities from
be expanded to educate more people who defining their own values.
wish to learn skills from the various culture
bearers. Because there is no existing baseline to
serve as a starting point, there is a need to
Expand inclusive cultural structures as civic examine how social values are tackled in all
spaces for dialogue and cultural exchange. institutions, such as schools, government,
Cultural infrastructure and facilities will media, among others.
be used as venues for fostering social
cohesion and valuing cultural diversity. Utilize various channels of values
Cultural structures, such as museums, inculcation to reach all community
cultural centers, archives, libraries, art members. Once established, families, local
galleries and other cultural facilities, will communities, civil society organizations,
be made more inclusive in order to allow workplaces, formal and informal education
for dialogue and cultural exchange. The use systems, and media platforms will be tapped
of embassies for the regular engagement of to ultimately inculcate the core values in the
Filipinos abroad in cultural initiatives will general population.
be institutionalized. Such facilities allow
for the continuity of the intangible cultural
heritage, practices as well as other creative
expressions.

100 | Philippine Development Plan 2017-2022

Increase government efforts for promoting disciplinary collaboration among public
values that foster the common good. To and private sectors will boost innovation in
reach the population, the production of various areas.
information materials on the identified set of
values will be intensified. Projects, activities, The country should also nurture certain
and programs that promote these Filipino mindsets: an entrepreneurial spirit that
values will also be created, implemented, rewards industry and smart work, giving
integrated, and reviewed across all levels of primacy to design in reinforcing cultural
government. and national identity, generating solutions
through innovation, and valuing intellectual
Mainstream cultural education in the property. It is also imperative to foster a
basic, technical, vocational, and higher culture that values arts, science, technology,
education systems. Promotion of these core and innovation. See also Chapter 14.
values can take advantage of the reform of
the basic education system through the K to Advancing the value of creative excellence
12 curriculum, particularly as regards the will be integrated with the inculcation
development of “21st century skills.9” The of values that foster the common good
desired outcome of the reform is to ensure and appreciation of diverse cultures, so
that students are equipped with not only that creativity is developed together with
functional literacy and skills but also with core values. This will then result in the
the values necessary to become productive constructive pursuit of solutions to social
members of society. In particular, the ills.
reform identified the need to instill ethics
among students –particularly focusing on Build appreciation of Filipino creativity. To
virtuous behavior. realize the potentials of the creative process,
the agents of creativity will be empowered
In addition, other means and channels for and supported by an institution that will
values formation will be utilized through the encourage the production of creative
collaboration of several agencies in order to works, invest in human development of
cover all stages of human development. its stakeholders, support their products,
and develop the industry (see also Chapter
9). It will provide due recognition to the
Subsector Outcome 3: Pagkamalikhain contribution of the culture sector and other
or creative excellence advanced stakeholders concerned with heritage and
creativity, to the social and economic life of
A culture of creative excellence needs the country.
to permeate various levels of public
consciousness as the foundation of a
globally-competitive knowledge economy. Subsector Outcome 4: Culture-
sensitive governance and development
Boost the development of Filipino creativity strengthened
as a tool for cohesion and impetus for
a culture-based industry and creative The government has an important role to
economy. Learners in the academe need to play in a nation’s cultural development.
appreciate at a young age the importance It can provide the needed resources to
of inventiveness and creativity. Inter- ensure the preservation and development
9
Department of Education. December 2013. K to 12 Gabay Pangkurikulum: Edukasyon sa Pagpapakatao. Accessed on
January 17, 2017. Retrieved from: http://www.deped.gov.ph/sites/default/files/Edukasyon%20sa%20Pagpapakatao%20
Curriculum %20Guide%20 Grade%201-10.pdf

Chapter 7 Promoting Philippine Culture and Values | 101

 of Philippine  culture, and the exploration Develop cultural assets across the country.
and understanding of Philippine history. Considering the geographic situation of
In addition, local governments can support the country, development of cultural assets
community initiatives to include culture in is necessary to broaden access to cultural
their local development plans. resources and activities.

Pursue institutional reforms for cultural Strengthen the protection of the rights of
development. A coordinating body that vulnerable sectors (indigenous peoples,
will streamline services and activities must women, youth and children, and PWDs) to
be established. This will enable a systematic access cultural resources and live a life free
launch of cultural initiatives nationwide. from discrimination and fear. Citizens must
Mechanisms will be built to improve the appreciate the principles behind cultural
capacity of the culture sector in the fields protection and become proactive defenders
of governance and legislation. This means of culture themselves. Civil society, the
improving infrastructure support for academe, media, and other agencies of the
cultural agencies and strengthening the culture sector10 can contribute to the efforts,
implementation of relevant policies. but government needs to create the enabling
environment for conserving and enriching
Existing legislations need to be reviewed the collective memory of the nation.
to assess whether the measures are still
appropriate given the technological, political There is also a need to engage and seek
and social developments, and whether the participation of indigenous cultural
established mechanisms remain relevant in communities in the formulation of
addressing issues such as those brought by policies and measures that concern their
climate change or human-induced disasters. communities and their environment.
Penalty clauses in applicable and relevant Indigenous knowledge and practices
laws and regulations will also be based on provide valuable insights and tools for
a solid framework for cultural development. ensuring environmental sustainability. This
is an intangible heritage inextricable from
Culture-sensitivity will be enhanced the country’s biodiversity heritage. See also
in government bureaucracies so that Chapter 5.
policymakers will not only focus on deriving
economic benefits from cultural assets, but
also recognize the intangible value of the
creative process that pushes its citizens to
imagine, create, and innovate.

Establish historic and cultural complexes

nationwide as hubs for cultural education,
entertainment, and tourism. This will help
in showcasing the best of the Philippines for
cultural tourism, which can contribute to
economic growth.
10
UNESCO broadly defines the “culture sector” as a demarcated policy domain which is mainly concerned with heritage and
creativity. It is comprised of individuals, organizations, and institutions that are responsible for the transmission and renewal
of the diverse manifestations of human intellectual and artistic creativity, including the arts and cultural expressions: “Culture
as a sector of activity includes, but not exclusively, cultural workers, artists and other creative professionals; commercial (for-
profit) businesses; not-for-profit firms in the arts and culture; public cultural institutions, such as museums and galleries,
heritage sites, libraries etc.; education and training institutions in the arts; government agencies and ministries responsible for
arts and cultural affairs; NGOs and civil society involved in cultural activity.”

102 | Philippine Development Plan 2017-2022

Legislative Agenda
Table 7.2 Legislative Agenda to Promote Philippine Culture and Values, 2017-2022

LEGISLATIVE AGENDA RATIONALE

Modernization Act for the National Library Establish the charter of the National Library of the Philippines to promote full
of the Philippines intellectual and cultural development of the Filipino. It will also standardize
public libraries and ensure their funding.
National Museum of the Philippines Act Strengthen the National Museum.
UNESCO Declaration on Cultural Diversity Ratify the declaration.
Commemoration of the Indigenous Peoples’ Declare a national, non-working holiday for the recognition and promotion of
Rights Act the rights of indigenous peoples.
Strengthening the Conservation and Amend the Heritage Law (RA 10066). Update its provisions on jurisdictions.
Protection of the National Cultural Heritage
Film Industry Development Act Include film appreciation, construct local cinematheques, replace the Metro
Manila Film Festival with a national film festival in December, encourage the
production of films by providing incentives.
An Act Providing for the Welfare Protection Protect and promote the rights of artists and cultural workers (e.g.,
of Artists and Cultural Workers conservationists) to be considered as persons actually engaged in cultural
work and to benefit from all legal, social and economic advantages
pertaining to the status of workers.
Establishment of the Department of Culture Reorganize the National Commission on Culture and the Arts into the
Department of Culture and the Arts, define its power and functions.

Strengthen the National Endowment for Culture and Arts.

Establishment of Kawanihan ng Pagsasalin/ Establish an institutional mechanism for accreditation and
Bureau of Translation professionalization of translators in Filipino and other Philippine languages
Establishment of the Kandungan ng mga Establish a cultural complex comprising of training centers, languages
Wika at Kultura in Rogongon, Iligan City laboratories, language park, and balay-wika (languages museums)
Establishment of Local Culture and Arts Establish offices for culture and arts in LGUs, with a mandate to protect and
Councils and Allocate Funding similar to promote local cultural heritage and arts.
the Gender and Development (GAD) Fund or
Special Education Fund
Establishment of an Institute for Cultural In line with the implementation of the Cultural Heritage Law (RA 10066),
Heritage Conservation of the Philippines there is a need to come up with an institute that will offer trainings and
workshops on cultural heritage education through formal, alternative and
informal education. This will emphasize the protection, conservation,
preservation, and safeguarding of cultural heritage and properties.

It is envisioned to be an institute on Philippine conservation that offers

education programs on methods and approaches that adhere to accepted
international standards of conservation but adaptable to Philippine setting.
Public Art to Infrastructure Allocate a certain percentage of the budget for any building to public art
as part of infrastructure. An example is a space for art installations in
infrastructure projects.

Chapter 7 Promoting Philippine Culture and Values | 103