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Katipunan

Katipunan

English Title

The Legend of “Dong-Dong-Ay”: The GroupALAMAT and the Popularization of TraditionalCordilleran Culture Through P-pop

Abstract

Nobyembre at Disyembre 2023 nang maging usap-usapan sa mundo ng social media ang awiting “Dong-Dong-Ay” ng grupong ALAMAT. Ang “Dong-Dong-Ay” ay ang panghuling awit mula sa kanilang kaunaunahang full-length album na pinamagatang Isa Puso. Ang nasabing kanta ay hango mula sa awiting salidummay na isang uri ng tradisyonal na awitin na popular sa mga katutubong mamamayan ng rehiyong Kordilyera sa Hilagang Pilipinas. Mula nang lumabas sa YouTube ang bidyo ng kanilang pagtatanghal ng “Dong-Dong-Ay” sa programang Rappler Live Jam, tila hindi na mapigilang apoy ang pagkalat ng awiting ito sa TikTok, Facebook reels, Instagram reels, YouTube shorts, at X o dating Twitter. Marami na rin ang gumamit sa awiting “Dong-Dong- Ay” sa kanilang mga post at bidyo na may iba’t ibang nilalaman at anyo. Layon ng papel na ito samakatwid na maglahad ng pangkalahatang naratibo at panimulang pagsusuri sa iba’t ibang anyo at antas ng engagement sa social media sa awiting “Dong-Dong-Ay.” Sa matagal na panahon, ang pagsasalarawan ng kulturang popular sa rehiyong Kordilyera at sa mga mamamayan nito ay nakakulong sa mga pamamaraang hindi naitatanghal nang husto ang kasaysayan at panlipunang konteksto ng nasabing lunan at mga tao, at kung minsan pa’y nagpapakalat ng mga maling impormasyon. Ang pagsikat ng “Dong-Dong-Ay” sa social media kung gayon ay nagbibigay ng malaking puwang at pagkakataon upang mapag-usapan ang Kordilyera sa nibel ng musika at kulturang popular. Ang higit na mahalaga rito, bilang huli, ay mga taga-Kordilyera na mismo ang nagpapalitan ng mga komento, pagtingin, at impormasyon hinggil sa pinapaksang awitin, na may kapasidad namang makapagbigay ng edukasyon sa mas malawak na publiko.

English Abstract

“Dong Dong Ay,” a song by the P-pop group ALAMAT, had recently gained attention in the world of social media, and became a topic of discussion among social media users come November and December of 2023. This paper aims to make a general narration and a preliminary analysis on the different forms and levels of engagements across social media platform of the song “Dong-Dong-Ay.” For the longest time the portrayal of the Cordilleras, its people and their culture in the mainstream popular culture, has been limited to ways often lacking in historical and social contexts, and more often than not, has a tendency to spread misinformation. The virality of “Dong-Dong-Ay” in social media platforms “Dong-Dong-Ay” is the last song from their recently released album Isa Puso, and is based on the salidummay, a traditional song form popular among the indigenous peoples of the Cordillera Region in Northern Philippines. When the video of ALAMAT performing “Dong-Dong-Ay” during the online program Rappler Live Jam was released in YouTube, the song went really viral, and it spread like a prairie fire in TikTok, Facebook reels, Instagram reels, YouTube shorts, and even in X previously Twitter. A lot of users of these social media platforms have used “Dong-Dong-Ay” in their videos with different contents and forms. have given a big space and opportunity for the Cordilleras in popular music and culture. More importantly, the native residents of the Cordilleras themselves are the ones who exchange thoughts, views, and opinions about the song, always keeping in mind the aim to educate the broader public.

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