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 cultures but this is not adequately documented and
existing documentation is not easily accessible. Cultural forms and creative expressions are
as diverse as the number of communities existing in the country. There are 130 languages1
spoken by 110 ethnolinguistic groups2. Culture also varies according to age group, gender,
spirituality, and socio-economic class – even persons with disabilities have their own culture.
However, a complete assessment of the country’s diverse cultures, covering both the tangible
and intangible, remains a challenge because data are sparse, scattered, and not regularly
gathered. Efforts to create a database are constrained by lack of cultural experts to conduct
research and gather data in a culture-sensitive and ethical manner, and by lack of funding to
sustain these activities.

1
Based on the 2013-2015 Linguistic Mapping conducted by the Komisyon sa Wikang Filipino.
2
Based on data from the National Commission on Indigenous Peoples.

Philippine Development Plan 2017-2022 |7-1

Filipino identity has been undermined but there are inherent Filipino values that can be
nurtured toward promoting the common good. Our colonial experience gave rise to feelings
of inferiority as manifested by our culture of hiya or shame3. The pervasive undermining of
what it means to be Filipino gave way for regional identities (e.g., Ilocano, Tagalog, Waray,
Maranaw) to overshadow national pride. This led to a society that has become disconnected
from its core culture and is characterized by fragmented identities. Values like malasakit,
bayanihan, or pangaddatan that manifest pakikipagkapwa-tao, a way that Filipinos recognize
kinship among themselves, need to be inculcated for national unity and social cohesion.

Channels of learning about our history, culture, and values have not been effective. Formal
education across all levels emphasize developing literacy and skills in other fields over values
education or critical teaching of history. Mainstream media failed to promote positive values in
its pursuit of profit for the market-driven entertainment industry. Popular shows or movies
“extol visual and aural symbols, characters, designs, replete with cultural ignorance and
misinformation.4” As a result, the level of consciousness among Filipinos about their own
culture and embedded values remains low.

The concerns of culture extend beyond the national borders. There is also a need to consider
the situation of overseas Filipinos or the diaspora of Filipinos, especially second and third
generation Filipinos, in destination countries. It is important to consider that these migrants are
likely to be less rooted in the Filipino culture and its history even as they also need to learn
about and adapt to the culture of their destination countries.

Climate change and human-induced risks to the environment require mechanisms to

mitigate their impact on communities, tangible heritage, and biodiversity. Cultural and
historical structures built centuries ago that continue to stand today are tangible ties of the
present generation to its past, giving life to the nation’s history in ways that the written text
cannot provide. People need things that they can see, feel, taste, smell or hear in order to
appreciate Philippine culture and history. Structures, monuments, and sites are some of the
more easily recognizable icons. While the economic value of heritage sites can mostly be seen
in the revenue generated from tourism, their greater value lies in what they symbolize for the
local community and the key cultural and spiritual messages attached to them. Heritage
structures can provide a sense of identity and belongingness, while recognition of their value
can bring a sense of pride.

Heritage structures are vulnerable to the impact of climate change and human-induced disasters.
Efforts to prevent their destruction need to be set in place. Unfortunately, conservation materials
and the skilled labor required are expensive. Moreover, among national, regional, and local
governments, development and modernity are often the priority over the conservation of
important cultural assets of 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.

Philippine Development Plan 2017-2022 |7-2

The current governance framework for cultural development has been inadequate in
addressing the concerns of the sector. The government has consistently recognized the
importance of culture in national development through landmark legislations5 that created the
cultural agencies with clear mandates. But conflicting provisions in certain laws compromise
the implementation of cultural initiatives.6

The underrepresentation of marginalized sectors in local councils prejudice the quality of

implementation and mainstreaming of culture in governance. Culture bearers, such as the
indigenous peoples, are either denied or limited in their rightful representations in local fora
despite the requirement of a mandatory representative at all levels of decision-making that
affect their communities.7
Another issue is the conflict between property rights of private individuals or entities and the
cultural rights of indigenous peoples over their ancestral domain.

Existing laws include provisions on conservation and safeguarding of cultural heritage,

protection, recognition, and empowerment of diverse cultures. However, violations are not
penalized. This concern revolves around the unethical and exploitative extraction of
knowledge, skills, and practices from indigenous cultural communities or repositories of local
knowledge.

Stakeholders across the country pointed out that there is no coordinating body with regional
presence to promote cultural development and address concerns at sub-national levels. There is
continued clamor for the creation of a Department of Culture to address the increasing needs
for equitable access to cultural resources and services, enhanced cultural education, improved
conservation and safeguarding of cultural resources, and culture-driven sustainable
development.

Despite the legal mandates, agencies do not have adequate resources to implement
programs for cultural development. Cultural agencies generally depend on contractual staff
for the operation of the agencies due to lack of plantilla positions. Considering the magnitude
of the responsibilities and the long-term nature of public services for cultural development,
there is a need for a bigger pool of regular 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 series of 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, series
of 2009.

Philippine Development Plan 2017-2022 |7-3

Strategic Framework
The government will increase the level of cultural awareness, inculcate values for the common
good, cultivate creativity, and amplify national pride among Filipinos. These will be resonated
in development plans across all levels of government. These will likewise be supported by
adequate resources, capacity building for government agencies on culture-sensitivity, and
increased engagement with stakeholders.

Given the cross-cutting nature of the culture agenda, the practice of volunteerism will be
promoted and pursued, especially in the academe; corporate, non-government, and international
volunteer service organizations; and government.

Targets

Core outcome indicators that will be monitored to ensure progress toward increasing the level
of cultural awareness, inculcating values for the common good, cultivating creativity, and
strengthening culture-sensitive governance and development are presented in Table 7.1.

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,

tbd
creativity, and culture-sensitivity

Enhanced tolerance and respect for others tbd

Inclusion of culture in all development plans in key growth areas

tbd
according to the National Spatial Strategy

Heightened pride of place and pride of being Filipino tbd

Reached the target number of beneficiaries (individuals, groups,

tbd
organizations, 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.

Philippine Development Plan 2017-2022 |7-4

Strategies

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

Subsector Outcome 1: Our diverse cultures valued

Only with strengthened awareness of the different cultures in the country can Filipinos have the
capability to integrate their cultural heritage into their lives and contribute to national
development. Different segments of society must have a general consciousness that they belong
to a national community. They should be aware of their heritage and be determined to ensure
its preservation. It necessitates the establishment of mechanisms for recognition such as
historical markers and a database of tangible and intangible cultural assets. Valuing cultural
diversity therefore requires its recognition, protection, safeguarding, and promotion. To achieve
this, the following strategies will be implemented:

Develop, produce, disseminate, and open access to information about Filipino culture. Under
this PDP, learning materials will be developed in order to raise awareness about the country’s
cultural diversity. Various agencies will collaborate to disseminate these information materials
to their respective stakeholders, including overseas Filipinos (OFs) who may be reached

Philippine Development Plan 2017-2022 |7-5

through the Philippine embassies abroad, or anybody interested in learning about the country’s
diverse cultures.

Institutionalize and intensify heritage conservation plans and programs. Protection of

tangible heritage will be undertaken through comprehensive conservation plans, while
recognizing that it is a shared responsibility of every Filipino.

Establish Knowledge Development Centers and Schools for Living Traditions for building
the capacities of Filipinos. Knowledge Development Centers will be established to document,
conserve, and protect tangible and intangible cultural heritage for posterity, as well as to enrich
the people’s knowledge and sense of ownership of various elements of Filipino culture. Schools
for Living Traditions (SLTs) have been the safeguards of intangible heritage since 1995 because
they ensured its transmission to the next generations of indigenous peoples and the
Bangsamoro. These schools will thus be expanded to educate more people who wish to learn
skills from the various culture bearers.

Expand inclusive cultural structures as civic spaces for dialogue and cultural exchange.
Cultural infrastructure and facilities will be used as venues for fostering social cohesion and
valuing cultural diversity. Cultural structures, such as museums, cultural centers, archives,
libraries, art galleries and other cultural facilities, will be made more inclusive in order to allow
for dialogue and cultural exchange. The use of embassies for the regular engagement of
Filipinos abroad in cultural initiatives will be institutionalized. Such facilities allow for the
continuity of the intangible cultural heritage, practices as well as other creative expressions.

Subsector Outcome 2: Values for the common good inculcated

Instilling values for the common good into the consciousness of all citizens will provide the
needed positive and transformative change that will eventually lead to a high-trust society.

Determine a set of core values that foster the common good. While there will always be
conflicts of interests and differences in beliefs and principles, there are values that are common
to Filipinos and that are important for social cohesion and inclusive development. Values that
are embraced by various Filipino communities will be identified. Among them are discipline,
persistence, and grit, as well as having a positive disposition for which Filipinos are known.
Other values that many Filipinos share are Pagkamalikhain (creativity), as evidenced by
Filipino ingenuity, and Malasakit (roughly translated to compassion or empathy), as evidenced
by the readiness and willingness to help, especially in times of calamities. Establishing the core
values, however, does not preclude the freedom of different cultural communities from defining
their own values.

Because there is no existing baseline to serve as a starting point, there is a need to examine how
social values are tackled in all institutions, such as schools, government, media, among others.

Utilize various channels of values inculcation to reach all community members. Once
established, families, local communities, civil society organizations, workplaces, formal and
informal education systems, and media platforms will be tapped to ultimately inculcate the core
values in the general population.

Increase government efforts for promoting values that foster the common good. To reach the
population, the production of information materials on the identified set of values will be

Philippine Development Plan 2017-2022 |7-6

intensified. Projects, activities, and programs that promote these Filipino values will also be
created, implemented, integrated, and reviewed across all levels of government.

Mainstream cultural education in the basic, technical, vocational, and higher education
systems. Promotion of these core values can take advantage of the reform of the basic education
system through the K to 12 curriculum, particularly as regards the development of “21st century
skills.9” The desired outcome of the reform is to ensure that students are equipped with not only
functional literacy and skills but also with the values necessary to become productive members
of society. In particular, the reform identified the need to instill ethics among students –
particularly focusing on virtuous behavior.

In addition, other means and channels for values formation will be utilized through the
collaboration of several agencies in order to cover all stages of human development.

Subsector Outcome 3: Pagkamalikhain or creative excellence advanced

A culture of creative excellence needs to permeate various levels of public consciousness as the
foundation of a globally-competitive knowledge economy.

Boost the development of Filipino creativity as a tool for cohesion and impetus for a culture-
based industry and creative economy. Learners in the academe need to appreciate at a young
age the importance of inventiveness and creativity. Inter-disciplinary collaboration among
public and private sectors will boost innovation in various areas.
The country should also nurture certain mindsets: an entrepreneurial spirit that rewards industry
and smart work, giving primacy to design in reinforcing cultural and national identity,
generating solutions through innovation, and valuing intellectual property. It is also imperative
to foster a culture that values arts, science, technology, and innovation. See also Chapter 14.
Advancing the value of creative excellence will be integrated with the inculcation of values that
foster the common good and appreciation of diverse cultures, so that creativity is developed
together with core values. This will then result in the constructive pursuit of solutions to social
ills.
Build appreciation of Filipino creativity. To realize the potentials of the creative process, the
agents of creativity will be empowered and supported by an institution that will encourage the
production of creative works, invest in human development of its stakeholders, support their
products, and develop the industry (see also Chapter 9). It will provide due recognition to the
contribution of the culture sector and other stakeholders concerned with heritage and creativity,
to the social and economic life of the country.

Subsector Outcome 4: Culture-sensitive governance and development

strengthened

The government has an important role to play in a nation’s cultural development. It can provide
the needed resources to ensure the preservation and development of Philippine culture, and the
exploration and understanding of Philippine history. In addition, local governments can support
community initiatives to include culture in their local development plans.

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%20Curriculum
%20Guide%20 Grade%201-10.pdf

Philippine Development Plan 2017-2022 |7-7

Pursue institutional reforms for cultural development. A coordinating body that will
streamline services and activities must be established. This will enable a systematic launch of
cultural initiatives nationwide. Mechanisms will be built to improve the capacity of the culture
sector in the fields of governance and legislation. This means improving infrastructure support
for cultural agencies and strengthening the implementation of relevant policies.

Existing legislations need to be reviewed to assess whether the measures are still appropriate
given the technological, political and social developments, and whether established
mechanisms remain relevant in addressing issues such as those brought by climate change or
human-induced disasters. Penalty clauses in applicable and relevant laws and regulations will
also be based on a solid framework for cultural development.

Culture-sensitivity will be enhanced in government bureaucracies so that 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.

Develop cultural assets across the country. Considering the geographic situation of the
country, development of cultural assets is necessary to broaden access to cultural resources and
activities.

Strengthen the protection of the rights of vulnerable sectors (indigenous peoples, women,
youth and children, and PWDs) to access cultural resources and live a life free from
discrimination and fear. Citizens must appreciate the principles behind cultural protection and
become proactive defenders of culture themselves. Civil society, the academe, media, and other
agencies of the culture sector10 can contribute to the efforts, but government needs to create the
enabling environment for conserving and enriching the collective memory of the nation.

There is also a need to engage and seek the participation of indigenous cultural communities in
the formulation of policies and measures that concern their communities and their environment.
Indigenous knowledge and practices provide valuable insights and tools for ensuring
environmental sustainability. This is an intangible heritage inextricable from the country’s
biodiversity heritage. See also Chapter 5.

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.”

Philippine Development Plan 2017-2022 |7-8

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

LEGISLATIVE AGENDA RATIONALE

Establish the charter of the National Library of the Philippines to promote

Modernization Act for the National
full intellectual and cultural development of the Filipino. It will also
Library of the Philippines
standardize public libraries and ensure their funding.

National Museum of the Philippines

Strengthen the National Museum.
Act

UNESCO Declaration on Cultural

Ratify the declaration.
Diversity

Commemoration of the Indigenous Declare a national, non-working holiday for the recognition and promotion
Peoples’ Rights Act of the rights of indigenous peoples.

Strengthening the Conservation

and Protection of the National Amend the Heritage Law (RA 10066). Update its provisions on jurisdictions.
Cultural Heritage
Include film appreciation, construct local cinematheques, replace the Metro
Film Industry Development Act Manila Film Festival with a national film festival in December, encourage
the production of films by providing incentives.

Protect and promote the rights of artists and cultural workers (e.g.,
An Act Providing for the Welfare
conservationists) to be considered as persons actually engaged in cultural
Protection of Artists and Cultural
work and to benefit from all legal, social and economic advantages
Workers
pertaining to the status of workers.
Reorganize the National Commission on Culture and the Arts into the
Department of Culture and the Arts, define its power and functions.
Establishment of the Department of
Culture
Strengthen the National Endowment for Culture and Arts.

Establishment of Kawanihan ng Establish an institutional mechanism for accreditation and

Pagsasalin/ Bureau of Translation professionalization of translators in Filipino and other Philippine languages

Establishment of the Kandungan ng

Establish a cultural complex comprising training centers, languages
mga Wika at Kultura in Rogongon,
laboratories, language park, and balay-wika (languages museums)
Iligan City

Establishment of Local Culture and

Arts Councils and Allocate Funding
Establish offices for culture and arts in LGUs, with a mandate to protect
similar to the Gender and
and promote local cultural heritage and arts.
Development (GAD) Fund or
Special Education Fund

In line with the implementation of the Cultural Heritage Law (RA 10066),
there is a need to come up with an institute that will offer trainings and
workshops on cultural heritage education through formal, alternative and
Establishment of an Institute for informal education. This will emphasize the protection, conservation,
Cultural Heritage Conservation of preservation, and safeguarding of cultural heritage and properties.
the Philippines
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.

Allocate a certain percentage of the budget for any building to public art as
Public Art to Infrastructure part of infrastructure. An example is a space for art installations in
infrastructure projects.

Philippine Development Plan 2017-2022 |7-9