Why AlDub is here to stay, according to sociology professor

 

 

Why is AlDub such a phenomenon?

 

According to sociologist and pop culture expert Prof. Mike Labayondoy on 'News To Go' on Tuesday, a closer examination of AlDub will reveal that a mix of popular culture elements bring out its entertainment appeal.

 

“Makikita mo 'yung mga mahahalagang elementong pinagsama-sama. Halimbawa, 'yung mga dating sikat na ay na-pick up rin ng palabas, tulad ng popular music. Kung isa kang foreigner, hindi mo kailangang maintindihan 'yung nangyayari, you just have to feel the music and makaka-relate ka na. Recently, nag-transition sila into quoting popular movie lines like 'This must be love.' The population can easily relate to that,” Labayondoy explained. 

 

He added, “Nariyan din 'yung mga dati pang elemento at simbolo at senyales na popular, tulad ng pabebe wave, and Dora the Explorer. Lahat ng pangalan ng mga lola ay hango sa pangalan ni Dora, which is very famous among young ones."

 

Social media has also helped the Kalyeserye reach past the Philippines. Overseas Filipinos, in particular, seem to find comfort in the show which puts emphasis on traditional values and family relations.

 

A huge part of the tweets for last Saturday's "Tamang Panahon" came from the United States and Indonesia, as well as Canada, United Arab Emirates, and Singapore.

 

The natural acting and a dash of spontaneity in every episode since Day 1 has added the charm of practicality and being customary and conventional, which gives off the light and comforting feeling of being right at home with your extended family.

 

According to Labayondoy, “Malaking tema ang 'yung kinship, family relations and ties. Across class and age, talagang puwede silang maka-relate. Other than being popular, 'yun ang mas mahalagang bahagi ng show — 'yung tungkol sa pamilya.

 

“Napaka-practical rin ng mga karakter. In fact, nagde-depart ito sa traditional, o iyong napaka-rigid ng characterization, nakakahon, o expected mo na. Ito hindi. May debate pa nga among characters. Mas liberal 'yung ibang lola, si Lola Nidora naman ay mas conservative. Para ka lang nasa bahay. Makikita mo na 'yung sagutan ay napaka-practical, para ka lang nasa bahay,” he added.

 

Appeal to 'millenials'

 

More than the OFWs, most of the social media activities related to AlDub comes from the younger 'Digital Generation.'

 

People ages 15 to 35 years old have spent their life semi-dependent on the convenience and the instant gratification from Internet and other technologically-advanced handheld gadgets, such as the smartphone.

 

While they use this technology to share their thoughts about the entertainment phenomenon, the appeal that keeps them hooked to the split-screen romance of Alden Richards and Maine 'Yaya Dub' Mendoza is the virtue of patience, which is central to the 'Tamang Panahon' narrative.

 

The show reminds the younger generation of the values they have almost forgotten because of how fast-paced their lives have gone.

 

“Bahagi ng millenial generation ay nasa labas at mahilig sa Internet at anomang digital. Mabilis ang takbo ng kanilang buhay. Pero tandaan natin na ang pinaka-tweeted na hashtag ay 'yung 'Tamang Panahon.' Kung ia-analyze mo ang dominant population na nag-tweet, sila 'yung mga obsessed sa speed. Mabilis mag-navigate, bumabiyahe, umaalis at bumabalik," he said.

 

“Kapag binigyan ka ng narrative na 'tamang panahon,' hihinto ka at makikinig dahil it's all about patience. It brings us back to certain traditional values-- virtues at values na hindi dapat malimutan,” he added.

 

In the end, aside from the unique presentation and packaging of the entire 'Kalyeserye' segment, the traditional values on courtship and family relations will hold the phenomenon together and continue its massive appeal to the audience.

 

While its life on television cannot be surely determined, Labayondoy believed that as long as Kalyeserye and AlDub are grounded on the emotions and beliefs of the masses, it is bound to stay.

 

“Spontaneous nabuo ang show kaya hindi rin natin alam kung gaano katagal ito. Pero matibay rin kasi ang pinanggalingan ng Eat Bulaga. Remember, it's 36 years old. Anomang popular ay may connect sa masa, kailangan may connect. At ang elemento ng pamilya ay napakahalaga. If you can sustain that, you will go on,” he said. —Bianca Rose Dabu/JST, GMA News