Foreign or Local? National Identity of Generation Z Filipinos as Moderator between Social Identity and Attitude on Media Content

Abstract

The research study focuses on social identity and how it influences attitude on media content on culture, as moderated by one’s national identity. Social Identity Theory and the theory of Kapwa within Filipino Psychology were tested in this study. The research recruited sixty (60) Generation Z individuals to participate in the study. Prior to experimentation, ISSP National Identity scale was used to measure the respondent’s national identity. Then, participants were grouped into two (2) and were asked to watch a media content on Filipino culture, with the same content but different presenters, either local or a foreigner. Researchers administered a semantic differential scale to measure attitude following the exposure to cultural media content. Results of the data analyses then provides the following findings: (1) regardless of social identity of media, attitude of the subject does not differ significantly, (2) relationship exists between national identity and attitude on culture-related media content, and (3) national identity is not a significant moderator between social identity and attitude. This result sheds light on the theory of Kapwa and revalidates its tenets. Furthermore, this implies the possibility that Generation Z Filipinos perceive foreigners promoting Filipino culture as merely showing cultural appreciation, rather than appropriation.

Keywords: cultural appropriation, national identity, social identity, Kapwa