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A thrilling showdown of sharp minds and spelling prowess unfolded as SM Supermalls hosted the Grand Finals of the SM Super Spelling Bee 2025 last October 4 at the Music Hall of SM Mall of Asia, Pasay City.

After weeks of elimination rounds across SM malls nationwide, the country’s brightest young spellers gathered to showcase their mastery of words in a battle of wit, confidence, and linguistic skill.

The grand finals featured three challenging phases: the Written Spelling Round, where contestants raced to spell ten words correctly to advance; the Oral Spelling Round, which tested their composure under pressure; and the nail-biting Final Oral Spelling Round, where the last three spellers faced off using buzzers until only one champion emerged.

In the end, Jamver Mallarirose above the competition, demonstrated exceptional focus, determination, and talent to be crowned the SM Super Spelling Bee 2025 Grand Winner.

The champion received a prize package that included a 100% tuition and miscellaneous fee discount at National University, ?25,000 in cash, ?25,000 in SM gift certificates, a ?150,000 National Bookstore gift card, a ?20,000 Jollibee e-gift card, and a brand-new 13-inch MacBook Air from Power Mac Center.

Topel Maglana of SM City Davao and Lucas Pedroza of SM City Bacolod were the first and second runners-up of the grand finals. They received a 100% tuition discount at National University and a brand-new 13-inch MacBook Air from Power Mac Center. They also got cash prizes and gift certificates from SM Supermalls, National Bookstore, and Jollibee.

‘This year’s Super Spelling Bee has once again highlighted the brilliance of Filipino students and their passion for learning,’ said Hanna Carinna Sy, SM Supermalls AVP for Marketing and Leasing. ‘At SM, we are proud to provide a platform that celebrates academic excellence, builds confidence, and inspires the next generation of leaders.’

Through the SM Super Spelling Bee, SM Supermalls continues to champion educational opportunities while creating memorable events for students and families alike.

Eight new petroleum service contracts (PSCs), with potential investments reaching as much as $207 million, were awarded on Wednesday.

The eight PSCs cover exploration areas across Sulu Sea, Cagayan, Cebu, Northwest Palawan, East Palawan, and Central Luzon. The service contractors are expected to discover native hydrogen reservoirs and new petroleum fields during the 7-year exploration period.

The eight PSCs that were unveiled by President Ferdinand R. Marcos Jr. are the following:

PSC Nos. 80 and 81 were awarded to a consortium composed of Triangle Energy (Global) Limited, an Australian company; Sunda Energy Plc, registered in the United Kingdom; and the Philippine-based firms PXP Energy Corp. and the Philodrill Corp.

These are co-managed by the DOE and the Ministry of Environment, Natural Resources, and Energy of the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM-MENRE). SC80 covers approximately 780,000 hectares while SC 81 spans about 532,000 hectares.

PSC No. 82, located in Cagayan basin and has an area of 480,000 hectares, was awarded to Triangle Energy (Global) Ltd.

PSC Nos. 83 and 84, both for native hydrogen exploration in Central Luzon, were awarded to US-based Koloma, Inc. SC 83 covers 126,645 hectares while SC 84 covers 85,082 hectares.

PSC No. 85, covering 127,475 hectares in onshore Cebu, was awarded to Gas 2 Grid Pte. Ltd.

PSC No. 86-awarded to consortium of Filipino companies composed of The Philodrill, Anglo Philippine Holdings Corp., PXP Energy Corp., and Forum Energy Philippines Corp.-covers 132,000 hectares in the Northwest Palawan Basin.

PSC No. 87, located in the East Palawan Basin, was awarded to Ratio Petroleum Ltd. of Israel. This marks the company’s second PSC, following PSC 78, also situated in the East Palawan Basin, where Ratio successfully conducted a 3D seismic survey last year.

The service contractors can now commence their respective work programs, which will include geological and geophysical studies, seismic survey, sand drilling activities. These work programs are designed to assess the petroleum and hydrogen potential of the contract areas while ensuring strict adherence to environmental and safety standards.

Beyond exploration, service contractors will fund and undertake educational scholarships, capacity building, and community development programs even during the early exploration phase. Once production begins, host communities will further benefit through infrastructure development, social programs, and local employment opportunities generated by these projects.

The Department of Energy (DOE) said these eight PSCs signal the reinvigorated investor confidence in the Philippine upstream energy sector, paving the way for new gas exploration initiatives.

‘These service contracts signify not only our determination to secure new energy sources, but also our readiness to embrace innovation and sustainability while reducing import dependence. From conventional petroleum to native hydrogen, we are expanding the frontiers of Philippine energy exploration,’ DOE Secretary Sharon Garin said.

Marileth D. Tungcalan was eager to return to Riyadh after her recent vacation. The 48-year-old former security guard of a local supermarket chain, who later became a domestic worker in the Kingdom of Saudi Arabia (KSA), was excited to see how the children of her employer had fared since the last time she met them months ago.

She grew fond of them, having helped take care of them since they were little, and sometimes disciplining them with the little Arabic she had learned from the Arabic-English dictionary she bought before being deployed to Riyadh.

‘I miss the children. I want to see them grow into teenagers,’ Marileth said in Filipino.

The youngest, she said, would always ask for a pasalubong or gifts when she returned. She would sometimes bring them a ballpen with unique designs or local delicacies.

‘This time, I will be bringing them kakanin [rice cakes],’ she said.

She woke up early, traveling from Rizal to join the hundreds of overseas Filipino workers (OFW), who were lining up at the ground floor of the Department of Migrant Office (DMW) in Manda­luyong City daily to get their overseas employment certificate-the exit clearance that will allow them to work abroad on 2 October 2025. She was already scheduled to leave for Saudi Arabia on Monday.

While she went through regular pre-deployment procedures, Marileth may soon be among the Filipino domestic workers who will be covered by the government’s initiative to update a landmark policy that has helped protect their welfare and ensure their proper working conditions in the last two decades.

Major reform

However, Marileth was still unaware of the Department of Migrant Workers’ (DMW) Advisory No. 25, which is set to take effect this year as part of the government’s efforts to update the Household Service Workers’ (HSW) Policy Reform Package.

Created in 2006 by the agency, which preceded DMW, the Philippine Overseas Employment Administration (POEA), the said Reform Package was a result of the government’s efforts to ‘professionalize’ domestic workers following the mass repatriation of Filipino HSWs from Lebanon, when the Middle East country was hit by civil unrest in that year.

It contained provisions, which became the hallmark of Philippine migration policy for domestic workers including raising their monthly minimum wage to US$400 (P23,176.80), setting their minimum age to 23 years old, exempting them from paying placement fee, as well as requiring applicants to attend a pre-departure seminar and get a Domestic Work National Certificate (NC) II from the Technical Education and Skills Development Authority (TESDA).

The government deemed the policy necessary because it considered domestic workers among the most vulnerable, since most of them are women, as well as the nature of their job.

It helped the Philippines cement its global reputation as a model of migration policies, which is recognized by the International Labor Organization and the International Organization for Migration (IOM).

Based on its latest data, DMW revealed that domestic cleaners and helpers made up the majority, or 91,774, of the 1.57 million workers deployed from January to August this year. It was followed by domestic housekeepers with 59,093 in the same period.

The numbers of both occupational groups have declined compared to the first eight months of 2024. Last year, the number of deployed domestic cleaners and helpers was 95,260, while the number of domestic housekeepers was 69870.

Challenging working conditions

However, even with the implementation of the original Reform Package of 2006, the thousands of Filipino domestic workers who left the country still faced challenges.

Center for Migrant Advocacy (CMA) Executive Director Ellene Sana explained that work in a home-based setting tends to be unregulated, which leaves domestic workers performing their duties, such as doing the dishes, laundry, and house cleaning 24/7.

Some of them, she said, are also left to do care work, which she said should have a higher pay rate than domestic work.

‘As I said, a lot of the domestic workers are doing either direct care work or indirect care work, but they don’t get paid for that,’ Sana lamented.

Although her employer treated her well and considered her part of their family, Marileth said that she still performed tasks even during the evening.

‘This is especially true now that they have a little one. You no longer have privacy. They will sometimes knock on my door for help, even at midnight,’ she said.

Occupational hazards

And then there is the issue of unscrupulous recruitment agencies, who prey on OFWs, and abusive employers.

Marileth, who is no stranger to such risks, personally experienced how her recruitment agency from Malate in Manila practically abandoned her after she was deployed to Riyadh in 2018.

‘When I arrived in Saudi Arabia that time, on 2018 February 16, my agent blocked [my calls]. I had zero contact with them [recruitment agency],’ she said. ‘Thanks to the Lord, my employer has treated me well. But if I ended up with a bad employer, I don’t know where I would have ended up.’

Under the law, recruitment agencies must continue to ensure the welfare of their deployed OFWs until they complete their contracts and are repatriated.

Despite the ordeal, Marileth decided not to file a case against her recruitment agency since it led her to an employer who treated her well.

The other Filipino domestic workers in KSA, whom Marileth knew, were not as lucky.

‘Probably out of the 20 Filipinas I knew there, only three of us have good employers,’ she said.

Sana said there were still some cases wherein some Filipino HSWs died at the hands of their employer, such as in the case of Joanna Demafelis, whose remains were found in a freezer of her employer in 2018, and Jullebee Ranara, whose charred remains with a smashed skull were found in the desert in 2023. Both incidents happened in Kuwait.

Reform package achievements

Despite the flaws of the Reform Package, it also led to better welfare and working conditions for domestic workers.

Sana said it provided the legal framework, which paved the way to the creation of laws in other countries for domestic workers, especially in Gulf Cooperation Council (GCC) member countries, where there are many incidents of abuse.

In a Senate hearing in 2021, POEA reported that of its 5,000 documented OFW maltreatment cases in 2020, 4,302 were from the Middle East, where the GCC is.

‘So there is progress in the legal environment, but a lot still needs to be done, especially in changing the mindset of the employers, especially in the Gulf. Because in the Gulf kingdoms, they might think you are slaves when you are not royalty, so you really need to have due diligence [in protecting domestic worker rights],’ she said.

Citing studies from civil society organizations, Institute for Migration and Development Issues (IMDI) Executive Director Jeremaiah M. Opiniano pointed out that the legacy of the Reform Package was a ‘mixed bag.’

He said the Reform Package helped standardize the minimum monthly wage for domestic workers to US$400. Prior to the Reform Package, some Filipino HSWs were paid US$250, according to Sana.

‘So by setting a global average [for minimum wage], the US$400 was used by the Philippine government as a leverage to negotiate for better terms for domestic workers,’ Opiniano said.

Marileth was among the beneficiaries of the said policy because she is paid SAR 1,500 (P23,177.06), which is higher compared to the P7,000 monthly minimum wage for domestic workers in Metro Manila, which is currently the highest rate in the country.

To justify the increase, he said the government cited the mandatory certification Filipino domestic workers must obtain before working abroad to ensure they have the necessary skills.

‘The TVET [Technical Vocational Education and Training] certification was a means to ensure that the domestic workers being sent overseas are trained to know how to protect themselves.So they’re using that as a premium to [say to] these countries: Hey, that’s why it’s US$400,’ Opiniano said.

Challenging implementation

However, he said, the government faced challenges in its implementation, with some employers violating the mandatory minimum wage. Some countries have prevailing laws that set the wages for domestic workers lower than US$400 400 especially during the initial years of their implementation.

He added that such protections in terms of minimum wage and certification do not cover HSWs, who work abroad without going through the legal channels.

Migrante International has also earlier issued a statement, wherein it claimed that many Filipino domestic workers in the Middle East and Asia have suffered from underpayment and even wage theft from their employers.

A study conducted by the Philippine Institute for Development Studies (PIDS) in 2012 reported that the prescribed US$400 monthly wage was largely ignored abroad except for Hong Kong, Taiwan, Italy, and Israel.

Enhanced reform package

In recognition of the gaps in the 2006 Reform Package, DMW launched Advisory No. 25 in August this year. The advisory aims to enhance or plug the gaps in the almost 20-year-old policy.

Among its salient features was the increased monthly wage of domestic workers from US$400 to US$500 (P28,971) and the provision of annual medical check-ups and hospitalization treatment that will be shouldered by the government.

It will also lead to the implementation of the ‘Kamusta Kabayan? Digital Welfare Monitoring System’, which will allow Filipino domestic workers abroad to file complaints or seek help from the government through an email system.

The new advisory will also enforce a ‘Know Your Employer’ policy, which will require recruitment agencies to screen the principals, who will hire their domestic workers. The DMW will present a whitelist of the law-abiding and ethical recruitment agencies that applicants can consider.

It also contained provisions for the strict standards for Recruitment Agency Accommodation Facilities; emphasizes reskilling, upskilling, and career mobility program, as well as the rights-based approach through legal and other forms of assistance under the

The new advisory was issued by DMW Secretary Hans J. Cacdac, who also served as chair of the committee that drafted ILO Convention No. 189, known as the Domestic Worker Convention.

He said the new policy aims to enhance the protection of the Filipino HSWs abroad and encourage those who are undocumented to regularize their employment status.

Stakeholder reactions

The new advisory was backed by recruitment agencies, including those affiliated with the Coalition of Licensed Recruitment Agencies for Domestic and Service Workers (CLADs), which it said will benefit the estimated 2 million HSWs worldwide.

‘The message is that Filipino workers, especially HSWs, deserve higher salaries and more benefits from employers, especially those deployed to ME [Middle East] countries. Most Asian countries and Europe offer higher salary packages than the US$500,’ LBS E-Solutions Corp. President Lito B. Soriano said in a Viber message.

A few weeks after the announcement of the new advisory, some Middle Eastern countries expressed their reservations against it. In particular, they questioned the provision raising the minimum wage of Filipino domestic workers. This concern prompted the DMW to issue a clarification that the new US$500 will be voluntary for employers.

Instead of penalizing employers who cannot comply with the new rate, Cacdac said they will provide incentives, such as faster processing, to those who can do so. He said they are targeting the implementation of the new policy by October.

Opiniano said countries may not be receptive to the new rate due to rising inflation in the aftermath of the pandemic, it may be higher than the prevailing minimum wage for their domestic workers, and some countries are refusing to ratify ILO Convention 189.

Policy solutions

Opiniano added that the new advisory positions DMW in the right direction to address the gaps of the Reform Package of 2006.

The new Digital Welfare Monitoring System, he said, can help reduce incidents of labor abuses by allowing domestic workers to promptly report to the government domestic violence and abuses online, without going to Philippine embassies and consulates abroad.

Regarding the higher minimum wage rates for Filipino HSWs, Opiniano urged DMW to consider a ‘nuanced’ country-based wage rate similar to the Philippines’ regional minimum wage rates that will make it more acceptable to host countries.

‘So the DMW should utilize its own data, which is based on all their process work contracts per country that sends domestic workers, how much is the salary in that country, and then use the data to make the bracket,’ he said.

This scheme, he said, can augment or be an alternative to the plan of DMW to publish separate rates for Filipino HSWs based on their existing certified skills.

Cacdac earlier said they are planning to release a proposed higher rate for domestic workers, who have additional skills aside from their mandatory NC II from TESDA.

Opiniano backed the said DMW initiative, which he said will help uplift the earnings of HSWs through microcredentials by availing themselves of training in their host country or online.

‘It will be better [for them] because that is their premise when they get a TVET. It will be a more protective mechanism for them,’ he said.

Ways forward

Upon learning of the Advisory 25, Marileth welcomed its provisions, particularly the higher pay, since it would help her cope with the rising cost of living as well as the free medical check-ups and treatment.

‘That [free medical treatment] will be a big help to the maid because there are employers who, even if you have a fever, won’t even take you to the hospital and have you checked,’ she said.

She is hopeful she will be able to improve her working conditions, particularly in terms of her pay, in the coming years, especially since she has no plans of retiring anytime soon because she has to pay back her existing loans to her employer, which she made for the needs of her seven children.

‘I told my employer, sir, as long as I have energy and you need me, I will stay with you even if I become old. You know why? Because the price of goods in the Philippines is high and I have no income there,’ Marileth said.

Before her flight to KSA next week, she said, she is determined to finally open her personal savings account now that three of her children have their own work.

‘I was not able to save before because my priority was the studies of my children-their expenses in their schools. I haven’t even made any improvements in our home. My salary is barely enough for my children,’ she said.

The savings account was a small step towards Marileth’s financial independence, just like DMW’s Advisory 25 is part of its long-standing march towards improving the protection and welfare of domestic workers.

Influencers are the new cultural power brokers, so says every article you see online. They shape taste, dictate trends, and, in some cases, even influence what the news covers.

But this cultural dominance was not always the case. For much of modern history, power over what people read, watched, or heard lay firmly in the hands of traditional media and its stars. Television anchors, fashion editors, and celebrity figures were the ones who decided what mattered. They filtered culture for mass audiences, and their judgments carried immense weight.

The old gatekeepers

IN the old media order, influence was concentrated. Journalists and celebrities acted as cultural gatekeepers, their platforms large but limited in number.

Take Anna Wintour, longtime editor in chief of Vogue. In the early 1990s, her endorsements of Marc Jacobs, Alexander McQueen and Proenza Schouler translated the designers’ runway vision into retail success.

In sports, broadcaster Howard Cosell helped shape Muhammad Ali’s public image. He narrated not just Ali’s fights but also his larger-than-life persona, turning him into a global cultural figure.

News anchors carried similar authority. Walter Cronkite of CBS News for nearly two decades was considered ‘the most trusted man in America.’ His coverage of events like the Cuban Missile Crisis, the assassination of John F. Kennedy, the Vietnam War, and the Apollo 11 moon landing made him synonymous with American history itself. When Cronkite spoke, Americans listened-and believed.

In the Philippines, too, broadcast journalists commanded public respect and attention. Anchors, like Angelo Castro Jr. and Jessica Soho shaped

political discourse. ABS-CBN, GMA, and the government-run PTV carried the narratives that defined national life, while newspapers framed the news of the day.

For decades, this was the landscape: a relatively small circle of voices with the power to decide what was worth paying attention to and what could be ignored.

The turn of the millenium

THE balance of cultural power began to shift in the early 2000s. The internet lowered the barriers to entry, giving anyone with a computer and a connection the tools to publish and distribute content. What once required a newsroom, a studio, or a printing press could now be done from a corner of one’s house.

Blogging platforms, like Blogspot, WordPress, and LiveJournal gave ordinary people a way to share opinions and connect with others who cared about the same things-whether it was fashion, politics, or even Korean dramas. Communities formed around shared interests, many of them global in scope. A beauty enthusiast in Manila could swap tips with a reader in New York. A political blogger in Mindanao could debate policy with an audience halfway across the world.

Social media accelerated this change. Friendster, MySpace, and later Facebook, Twitter and YouTube transformed audiences into participants. People no longer waited for the morning paper or the nightly news; they could seek, share and decide how they consume content themselves. The rise of smartphones placed this power literally in their pockets.

Out of this democratization of media rose a new type of cultural figure: the influencer. Or, as many prefer to call themselves today, content creators.

The early influencers

Influencers came in many forms. There were lifestyle bloggers who documented their daily routines; beauty gurus who filmed makeup tutorials from their bedrooms; tech reviewers who unboxed gadgets for curious viewers; and travel bloggers who built entire communities around wanderlust. By the 2010s, a new wave emerged: ‘momfluencers’ who shared parenting tips, podcasters who built loyal followings around niche topics, and eventually

TikTok creators who mastered the art of short-form video.

Unlike traditional media figures, these creators built their audiences from the ground up. They did not rely on TV networks or film studios to make them visible. Instead, they cultivated followings by sharing slices of their everyday lives-their morning commutes, their shopping hauls, their frustrations at work.

This intimacy proved to be their advantage. Audiences related to them not as distant stars but as peers. Their content mirrored the daily experiences of their followers, creating a bond that traditional celebrities often struggled to replicate.

‘Part of the appeal of influencers is the possibility that you, as the average person, could be one, too,’ said Dinna Chan Vasquez, lifestyle columnist at BusinessMirror.

By the mid-2010s, these creators were no longer fringe players. They were starting to rival traditional media in reach and, more importantly, in credibility among younger audiences. The stage was set for their transformation into today’s trendsetters.

‘Influencers [or key opinion leaders and content creators] have made being a celebrity more democratic. In this day and age, an ordinary person can become a KOL and charge as much as a celebrity who has done movies and TV shows just to appear at an event. I remember once attending a mall event and the public was screaming the name of the influencer and not the actual celebrity who was there,’ Vasquez added.

What this means for traditional media

THE rise of influencers has not simply created new stars; it has reshaped the economics and authority of media itself.

A recent WPP media report shows how quickly global media is shifting as more people consume content through smartphones and digital platforms. According to the analysis, content on platforms like YouTube, TikTok and Instagram is set to attract more advertising income this year than content produced by traditional media companies, marking what experts describe as a ‘huge cultural shift.’

‘With [online search] referral traffic declining, the journalism sector has a huge battle on its hands,’ said Douglas McCabe, chief executive of Enders Analysis, in an interview with The Guardian. ‘Media will have to communicate the benefits of their methods and missions with a forceful clarity.’

The pressure is visible across the industry. ITV in the UK has cut daytime programming, while Channel 4 has announced plans to develop an in-house studio to diversify income streams. Both have turned to platforms like TikTok and YouTube in a bid to capture younger viewers. For many broadcasters, uploading clips to digital platforms is no longer optional but essential to survival.

This disruption is mirrored in the Philippines, where traditional media retains a strong foothold but no longer enjoys dominance. A 2024 survey by Publicus Asia found that 65 percent of Filipinos browse the internet as their main news source, with 61 percent specifically citing Facebook. At the same time, 65 percent still watch television news.

A 2021 study by the Ateneo School of Government also showed that 79 percent of Filipinos often relied on random social media feeds for news. Television came next at 66 percent, followed by YouTube at 57 percent and news websites at 54 percent.

Still, platforms have given newsrooms wider reach. Outlets, such as Rappler, GMA News, and ABS-CBN News now stream on YouTube and Facebook Live, competing directly with independent creators for clicks and watch time. National dailies, such as The Philippine Star and Manila Bulletin have adjusted their strategies by posting regularly on TikTok and Instagram, incorporating trending audio and short explainer videos aimed at the Gen Z demographic.

Blurred lines

THIS convergence has redefined the boundaries between legacy outlets and digital creators. Traditional newsrooms are adapting to the formats and rhythms of social media, while influencers are stepping into roles once reserved for journalists.

‘Both work toward the same goal of shaping public opinion, albeit in different ways,’ said Alexei Villaraza, public relations executive at Bridges PR. ‘Traditional media brings depth and verification, while influencers bring relatability and community-both valued by brands.’

The distinction lies in approach. Traditional media relies on editorial oversight, newsroom structures, and fact-checking-which makes dissemination slower but, in principle, more credible. Influencers operate with fewer checks and far greater immediacy.

This speed carries risks. A 2022 Pulse Asia survey found that 58 percent of Filipinos believed influencers, vloggers, and bloggers spread false political information, compared with 40 percent who said the same of journalists. The figures highlight the double-edged nature of the shift: while influencers broaden participation and diversify voices, they also complicate the information landscape by blurring the line between opinion and fact.

One clear example is Toni Gonzaga. Formerly a mainstay of ABS-CBN and one of the country’s most prominent TV hosts, she shifted aggressively to digital platforms after leaving mainstream television. Her YouTube talk show Toni Talks regularly draws millions of views. A recent Pride Month episode featuring Ricky Reyes and Renee Salud faced backlash for presenting views opposing same-sex marriage and the SOGIE Equality Bill without clarification or counterpoints. Critics argue that Gonzaga’s approach can unintentionally legitimize misinformation and reinforce harmful narratives when fact-checking or critical engagement is absent.

On this note, Villaraza said that some outlets are experimenting with crossover roles. ‘I’ve seen media titles working with industry personalities as guest editors. While some may lack editorial training, influencers often share perspectives or fresher takes that editors might overlook.’

He adds that professionalization is another key development: ‘Top creators now have rate cards, payment terms, measurable KPIs [key performance indicators], and management teams. For agencies, this means we treat them more like partners than talents, involving them in long-term campaigns rather than one-offs.’

In practice, the media diet of a typical Filipino is fragmented. An average white-collar worker might watch news clips on YouTube, scroll through Twitter (now X) for real-time updates, then consume commentary through Facebook livestreams or TikTok explainers.

‘The future is likely to be complementary,’ Villaraza said. ‘Traditional media will remain vital for context, real facts, and credibility, while influencers will continue to shape cultural conversations, set trends, and drive engagement. Everyone should be careful in digesting what they see online. Sometimes what starts as a meme with false information ends up being validated by the media simply because it’s trending.’

The catch

FOR all the power they wield, influencers-particularly in lifestyle niches-often face contradictions that threaten their ‘relatability,’ the sense that followers are glimpsing the life of ‘someone like them.’ As they climb higher, their curated realities often diverge from the authenticity that first attracted audiences.

A common criticism is the ‘aspirational trap.’ Influencers promote lifestyles that appear attainable but are often sustained by brand deals and endorsements. The practice is not necessarily dishonest but raises questions about transparency.

In the Philippines, class divides sharpen these tensions. Children and relatives of celebrities and politicians-often dubbed ‘nepo babies’ or ‘nepo wives’ online-attract large followings on Instagram and TikTok. Their designer outfits, luxury cars, and overseas travel are frequently criticized against the backdrop of widespread poverty, creating a kind of ‘Instagrammified’ cultural disconnect.

Similar debates play out internationally. In Nepal, the lavish social media presence of politicians’ children fuelled youth protests over government corruption. In the United States, influencers have faced backlash for promoting luxury goods during economic downturns.

‘Faces and names come and go,’ said Vasquez. ‘But the rare ones can reinvent themselves and become more than just people who get the hottest invites.’

Not all succeed. Some influencers fade quickly, while others struggle with burnout. Algorithms demand constant content output, with even short breaks affecting views and earnings. Studies indicate that many full-time creators experience anxiety, exhaustion, and, ironically, pressure to maintain a polished public image.

Regulation, however, remains uneven. In the UK and US, advertising standards require clear disclosure of paid partnerships. In the Philippines, enforcement is inconsistent: sponsored posts are sometimes clearly labeled, but other times they blend into and look like regular content.

Who truly sets the agenda?

FOR decades, communication scholars have used the phrase ‘agenda-setting’ to describe the power of media to shape public discourse. The theory, first developed by Maxwell McCombs and Donald Shaw

in their study of the 1968 US presidential election, argues that while media may not tell people what to think, it tells them what to think about. By deciding which issues dominate headlines and broadcasts, journalists and editors set global and national conversations.

Today, that gatekeeping function has fractured. While traditional outlets still produce investigative reports, political coverage, and cultural commentary, influencers increasingly drive what gains traction online. The virality of a TikTok clip, a YouTube video, or an Instagram story can push topics into mainstream news-reversing the traditional flow where journalists once dictated the agenda and audiences followed.

During the 2022 Philippine presidential election, influencers were central in promoting ‘authoritarian nostalgia,’ a romanticized view of the Marcos dictatorship-as well as strongman leadership and conspiracy theories that undermined democratic institutions and rival candidates. These narratives were particularly effective on platforms, like TikTok, where influencers stylized political content to match trending formats and youth culture. Studies by fact-checking groups such as Vera Files and Rappler documented how narratives spread faster through influencer networks than through news reports, particularly among younger voters.

The dynamic is not unique to the Philippines. In the United States, political commentators on YouTube and Twitch have built massive audiences by dissecting current events live, often rivaling cable news ratings.

Hasan Piker, known online as HasanAbi, has emerged as one of the most watched political streamers globally. His live dissections of current events blend leftist critique with pop culture commentary, attracting a younger, politically engaged audience.

On the conservative side, figures such as the late Charlie Kirk, founder of Turning Point USA, and Candace Owens, commentator and author, have played huge roles in advancing the MAGA (Make America Great Again) agenda. Their content, often distributed via podcasts and social media, has helped galvanize right-wing youth movements and shape Republican messaging.

Across Europe, TikTok personalities have been tapped by governments to promote voter registration, public health campaigns, or climate awareness. But the decentralization of agenda-setting has consequences.

On one hand, it democratizes media by giving ordinary people a platform to amplify concerns that traditional outlets might ignore. Movements like #MeToo and #BlackLivesMatter gained momentum not through newspaper editorials but through viral posts shared by creators, activists, and everyday users. In the Philippines, campaigns around mental health awareness, divorce, sexual reproductive rights (particularly access to contraceptives) have also found strong footing on TikTok and Twitter.

On the other hand, this new ecosystem makes information ecosystems more fragmented. Different communities follow different influencers, each with their own biases. The result is not a single shared agenda but multiple competing ones. For news consumers, this means exposure to diverse perspectives but also heightened risks of echo chambers, misinformation, and polarization.

Brands and policymakers are adapting to this fragmented reality. Public relations firms now map influencer networks as carefully as they once tracked beat reporters, identifying who drives conversation in niches from fashion to finance to politics.

‘We check follower authenticity, engagement rates, demographics, and social sentiment,’ said Villaraza. Contracts now specify deliverables, usage rights, and accountability clauses, replacing the informal arrangements common a decade ago.

‘When we select influencers to work with, we make sure they are aligned with the personality of the brand. We don’t choose them just because they have x number of followers, although that’s one of the factors too. We make sure the content we ask them to create is also aligned with their own way of creating content,’ he added.

Government agencies, too, have experimented with partnerships: in 2021, the Department of Health tapped TikTok creators to promote Covid-19 vaccination among the youth. Such moves acknowledge a hard truth-to reach the public, you need to go where the public already is.

But for journalism, the challenge is existential. News outlets no longer control the top of the information funnel. Instead, they compete for attention in an ecosystem where creators remix their work into commentary, memes, or bite-sized explainers. While this can extend the reach of journalism, it also dilutes its authority.

The question, then, is no longer just ‘who sets the agenda?’ but ‘whose agenda dominates within each community?’ The answer depends on which influencers a person follows, which platforms they frequent, and which narratives resonate most with their lived experience.

Where once the evening news could unify a nation around a single story, today’s media landscape produces parallel conversations that may rarely intersect.

The result is an increasingly personalized public sphere, where no single institution can claim to ‘set the agenda’ in the way traditional media once did.

Skipping breakfast provides negative outcomes among adolescents, especially in the Philippines.

In the Philippines, the data reveals a dual burden: under-nutrition, with 20.7 percent of adolescents stunted, and over-nutrition (obesity/overweight) at 18.3 percent.

In her presentation during the ‘Optimizing Nutrition Across Life Stages’ held at the Philippine Women’s University, Dr. Dianne Mendoza-Sarmiento, an assistant professor at the University of Santo Tomas, emphasized that adolescence is more than a simple transition; it is the ‘second window of opportunity’ for optimal developmental health. ‘It’s a time of rapid, profound change, yet it is also a stage characterized by a ‘hidden crisis’ of inadequate nutrition, according to the National Institutes of Health posted in a statement on their website.

Furthermore, the Lancet Commission on adolescent health and well-being has aptly described adolescent nutrition as a ‘hidden crisis.’

Improving overall diet quality

Sarmiento said studies have shown that regular breakfast consumption improves overall diet quality, modulates metabolic responses, and enhances cognitive functions like memory and attention, leading to better academic performance.

Psychologically speaking, Mendoza said adolescence is a period of burgeoning independence, particularly in food choices, coupled with strong peer influence and developing decision-making skills. Towards late adolescence, she said young people’s values take control of their dietary habits, often setting patterns that persist into adulthood.

Unfortunately, she pointed out this newfound independence, combined with unlimited access to social media and experimenting with risky behaviors like alcohol consumption, can negatively affect their health.

Inadequate intake

This vulnerability is compounded by the findings of the 2020 National Nutrition Survey, which reported that a majority of adolescents have inadequate intake of essential micronutrients like iron, iodine, calcium, and vitamins A and C.

Alarmingly, the Global School-based Student Health Survey reported that 37 percent of Filipino school adolescents skip breakfast, and this habit is linked to poorer diets, including low vegetable and fruit intake and high consumption of soft drinks and fast food.

Mendoza said prioritizing adolescent nutrition is not just about addressing immediate concerns; it’s about investing in lifelong health. She added adequate intake of essential nutrients and the establishment of good dietary practices, such as consuming a healthy breakfast and incorporating nutrient-rich foods like milk, seafood, fish, fruits, and vegetables, are crucial. These choices support not only optimal physical growth and brain development but also lay the foundation for a life free of chronic diseases.

‘Adolescence is a critical window; recognizing its unique nutritional needs is the first step toward securing a healthier future for all Filipinos,’ she explained.

STATE-RUN television channel Intercontinental Broadcasting Corporation (IBC) received a fresh lease of life after President Ferdinand Marcos signed Republic Act No. 12311 extending its franchise by another 25 years.

The franchise of the IBC is set to expire this year, but with the signing of RA 12311, it will now be allowed to continue its operations until 2050 unless it is sooner revoked or cancelled.

As part of its franchise, it will be allowed to construct, install, establish, operate and maintain for commercial purposes radio and television broadcasting stations in the Philippines, where frequencies and channels are still available.

The franchise also allows IBC to make use of digital televisions systems, microwaves, satellite and other new technology in radio and television systems.

It will be required to have free public service time, exercise self-regulation by cutting off the airing of materials, which incite sedition, treason and rebellion, provide employment opportunities, and disperse its ownership by offering 30 percent of its outstanding stock or higher percentage in any securities exchange in the Philippines within five years from the effectivity of RA 12311.

IBC must also submit annually a report on its compliance on the terms of its franchise to Congress on or before April 30 every year. It will be fined P500 per working day for non-compliance to the reportorial requirement.

The television network is an attached agency of the Presidential Communications Office.

As early as 2023, there were already attempts in the House of Representatives to renew the franchise of the network, however, it did not push through after the Senate failed to pass its counterpart bill.

Marcos signed RA 12311 on 3 October 2025 and will take effect 15 days after it is published in the Official Gazette or in a newspaper of general circulation.

WHAT started as a conversation last September 30, 2025, at the Asian Institute of Management (AIM) between officials of the Blockchain Council of the Philippines (BCP), the Department of Information and Communications Technology (DICT) and the Department of Public Works and Highways led to the launch of the ‘Integrity Chain.’

The ‘Integrity Chain’ is a blockchain-powered platform designed to embed transparency, accountability and public trust into national infrastructure projects. A Memorandum of Agreement was signed by BCP President Dr. Donald Patrick L. Lim and DPWH Secretary Vince B. Dizon, committing to digitizing and securing key data on selected national projects-such as budgets, procurement processes, and construction milestones-on an immutable blockchain ledger accessible to the public. The DICT was represented by Secretary Henry Rhoel R. Aguda.

As mentioned in the DPWH announcement on its website, the ”Integrity Chain’ aims to transform infrastructure governance by offering a real-time public dashboard that tracks project spending and progress, enabling citizen feedback and anomaly reporting, and providing tamper-proof records to deter corruption.’

In his remarks, Dizon expressed the full support of the DPWH. ‘By placing our foreign-assisted projects-those funded by Official Development Assistance (ODA)-on the ‘Integrity Chain,’ we welcome the scrutiny of the private sector, academe, and civil society.’

Lim, for his part, said: ‘For the first time, the private sector isn’t just demanding integrity-we’re building the infrastructure to deliver it.’

A historic statement of support

THE first ‘Integrity Chain’ briefing was held on September 24, 2025, and was attended and well-received by over 40 presidents and leaders of business, academe, and civic organizations.

The response confirmed the shared belief that blockchain and AI can be powerful tools to restore transparency, accountability, and trust in public governance. This then led to the formal signing of the ‘Statement of Support for the Integrity Chain’ during the launch on September 30, attended by more than 50 organizations at the AIM building in Makati City.

Among those who participated were major international development and lending agencies, including the Japan International Cooperation Agency (JICA), Korean Eximbank, Asian Development Bank (ADB), and the World Bank’s Road Transport and Country Operations. These agencies are key funders of the DPWH’s foreign-assisted flagship infrastructure projects under the ‘Build Better More’ program and implemented by the Unified Project Management Office (UPMO) Clusters. The latter will be the first to be recorded on the ‘Integrity Chain.’

In his statement of support on the DPWH website, Aguda called upon the BCP: ‘Let’s rally behind technology, let’s rally behind doing a new way of governance in the country.’

What’s next?

FOR the pilot, the BCP will provide the DPWH with a one-year complimentary subscription to the ‘Integrity Chain,’ including technical support, training and cybersecurity measures in full compliance with the Data Privacy Act of 2012.

Subsequent meetings will be organized to form the governance team to determine the specific role and commitment that founding organizations would like to take in advancing the ‘Integrity Chain,’ whether as an observer, validator, technical contributor, or partner in transparency.

The Bank Marketing Association of the Philippines (BMAP) is one of the founding organizations.

THE Premier Volleyball League (PVL) Reinforced Conference finally gets into full swing Thursday after the Philippine National Volleyball Federation (PNVF) signed off on the International Transfer Certificates (ITCs) early Wednesday, resolving a tense standoff that had initially stalled the participation of foreign imports.

With the ITCs now cleared, the tournament is primed for smooth sailing, and the anticipation around this year’s import-laced conference has reached a fever pitch. Tuesday’s opening day matches-played exclusively with all-Filipino rosters-were a teaser to the action that lies ahead.

The organizing Sports Vision underscored its commitment to fairness and competitive parity by announcing that the two opening-day games-initially played without imports-will be replayed at a later date to give all teams a fair shot with their full squads.

‘We thank our players, teams and supporters for their understanding as we work to uphold the integrity and quality of the PVL matches,’ Sports Vision said in a statement.

This decision came after the participating teams agreed to a replay, citing the spirit of fairness, competitive parity and a commitment to providing the best possible experience for the fans.

With the administrative hurdle cleared, all eyes are now on the debut of the league’s powerhouse imports, many of whom bring international pedigree and dynamic skillsets that promise to shake up the standings.

Galeries Tower’s Jelena Cvijovic of Montenegro and Petro Gazz’s Lindsey Vander Weide are set to showcase their skills as they look to lead their respective teams to strong starts in Pool B action.

In Pool A, Belgian standout Hélène Rousseaux of Farm Fresh and Nxled’s Paola Martinez will also take center stage in a highly anticipated showdown at the Dasmariñas Arena in Cavite.

The Highrisers, eager to bounce back from a string of underwhelming performances, will face the two-time Reinforced Conference champions Angels at 4 p.m.

The Foxies and the Chameleons square off at 6:30 p.m.

The Cavite venue will also host back-to-back PVL matches this weekend.

On Saturday, Chery Tiggo, powered by Cuban import Yunieska Batista, takes on ZUS Coffee, led by American spiker Anna DeBeer, at 4 p.m. The second match features Akari, reinforced by Annie Mitchem, battling powerhouse Creamline, with Courtney Schwan at the helm, at 6:30 p.m.

This high-stakes unpredictability will only escalate as the teams settle in and imports grow more comfortable, increasing the intensity and spectacle for fans watching live or at home.

Add to that the looming rematches of the all-Filipino games, now featuring imports, and you have a tournament poised to surpass all previous editions in talent, drama and fan engagement.

What truly sets this year’s edition of the Reinforced Conference apart is the balance of foreign brilliance and Filipino heart. From veterans like Myla Pablo and Ces Molina, to rising stars like Trisha Tubu and Lyann de Guzman, local players are determined to match the energy and intensity brought in by their foreign teammates.

GOVERNMENT and industry leaders on Wednesday called for a unified approach to developing the Philippine aviation sector, emphasizing that coordinated infrastructure, regulatory, and technology investments are essential to capitalize on Asia Pacific’s projected aviation boom.

Speaking at the 2025 Philippine Aviation Summit, stakeholders emphasized the need for a strategy that recognizes aviation as a vital part of the economy, as it boosts trade, tourism, and mobility across the country.

‘A strong and growing economy like the Philippines requires a stronger and growing aviation industry as well,’ Board of Investments (BOI) Industry Development Services Executive Director Corazon Dichosa said. ‘Aviation is not just about connectivity-it’s about survival, opportunities, and prosperity.’

Aviation currently supports 1.9 million jobs in the Philippines, contributes $20.3 billion to the economy, and accounts for 4.6 percent of GDP. Passenger traffic, which reached 53 million in 2023, is expected to climb to 66 million by 2028.

Department of Transportation (DOTr) Undersecretary for Aviation and Airports Jim Sydiongco reported that the agency has completed 68 airport development projects since President Ferdinand Marcos Jr. took office, with five finished this year alone.

According to Sydiongco, the pipeline includes 11 major airport projects, ranging from terminal expansions in Laoag and Kalibo to entirely new facilities in Bulacan, Dumaguete, and Zamboanga.

The centerpiece is the P735-billion New Manila International Airport in Bulacan, set to begin construction in January 2026 with its first phase targeting completion by June 2028.

Other investments include a P17-billion airport in Dumaguete co-financed by Korea Eximbank, and a P15.15-billion project in Busuanga designed to handle jet operations by late 2028.

‘As we address transport infrastructure bottlenecks and gaps, we’re consistent with President Marcos’ outlook for the aviation sector by investing in mobility and connectivity across the archipelago,’ said Sydiongco.

Likewise, the government is also beefing up the pipeline of public-private partnership (PPP) projects, headlined by the modernization of the Ninoy Aquino International Airport (Naia) and supported by the bundling of regional airports.

Sydiongco said the International Finance Corp. (IFC) is now working on bundling the Davao, Dumaguete, and Siargao airport deals into one, while the Asian Development Bank (ADB) is preparing the bundled deal for the Laoag, Bicol, Busuanga, Bacolod, Tacloban, and General Santos airports.

Meanwhile, the International Air Transport Association (Iata) sees the Philippines as well-positioned to capture a slice of Asia’s aviation boom, with the region on track to triple passenger numbers by 2043.

Iata Philippines Country Manager Samuel David said the initiatives to capitalize on this expected growth should revolve around five priorities: infrastructure, safety and operations, sustainability, advocacy, and digital transformation.

‘We think that growth will continue and will not fall back,’ David noted.

For his part, Philippine Airlines President Richard Nuttall called for the creation of a National Aviation Infrastructure Blueprint that would guide long-term planning and maximize the country’s potential as a regional hub.

He argued that effective hub operations depend less on geography than on economics and sustainability-driving better aircraft utilization, stronger network connectivity, and broader access to global markets.

‘We would like to see a national aviation infrastructure blueprint,’ Nuttall said.

Such a plan, he added, would enable more efficient scheduling, improved route profitability, and ensure that ‘more parts of the Philippines are connected to the world.’

The Philippines already has structural advantages with Dichosa listing them as: the country’s young, English-speaking workforce; strategic location in Southeast Asia; and liberalized investment rules that allow full foreign ownership of airlines and airports.

The Create More Act, she added, sweetens the deal with tax holidays, enhanced deductions, and duty exemptions for qualified investors.

Have you ever experienced the sudden onset of a cold, fever, cough, and shortness of breath? In most cases, people tend to self-diagnose these symptoms as the flu. Yet unbeknownst to many, these signs could indicate another respiratory illness that remains unfamiliar to the general public: Respiratory Syncytial Virus (RSV).

In an educational forum spearheaded by Pfizer on October 2, 2025, health experts gathered to shed light on RSV, a common, highly contagious, and potentially life-threatening virus that causes lower respiratory tract infections, including bronchiolitis and pneumonia.

This disease can be transmitted through airborne droplets or by direct contact with an infected person or contaminated surfaces.

Part of the tripledemic

Considered by health experts as part of the ‘tripledemic’ (along with influenza and COVID-19), RSV presents with flu-like symptoms. Upper respiratory infections may cause a runny nose, sore throat, headache, fatigue, and fever, while lower respiratory tract infections may lead to a persistent cough, bronchospasm, wheezing, rapid breathing, and shortness of breath.

‘RSV is not something that’s commonly understood or discussed, yet the burden of the disease is very high in the Philippines,’ said Deborah Seifert, MISP (Malaysia, Indonesia, Singapore, Philippines) Cluster Lead. ‘We are taking this awareness initiative to help provide more information to the public because RSV is a real threat.’

Although the virus often goes unnoticed, Dr. Anna Lisa Ong-Lim, Professor of Infectious and Tropical Disease in Pediatrics at the UP-PGH College of Medicine, revealed that the Philippines’ RSV positivity rate ranges from 11 to 20 percent, according to the World Health Organization (WHO) Global RSV Surveillance.

‘In other data, there is seasonality of RSV. In the Philippines, it’s usually during the rainy season,’ she added, highlighting that the disease is most prevalent in the country during the second half of the year.

The discussion also revealed that the virus primarily affects individuals at both ends of the age spectrum, babies and older adults, due to vulnerabilities in their respiratory and immune systems.

‘The problem with young infants is that their airways are small, and when the disease develops, it actually destroys the lining of the airways,’ Dr. Ong-Lim explained.

Infants and young children are particularly susceptible because of their immature organs. The infection can easily clog the airways and may have long-term effects, such as the potential development of asthma. ‘Among adults, we normally have a very good immune system. But for those with what we call ‘comorbidities’ or ‘chronic conditions,’ the bottom line is that their immune system weakens, making them more susceptible to the virus,’ explained Dr. Faith Villanueva, Adult-IDS, Chair of the Philippine Society of Microbiology and Infectious Diseases (PSMID) Vaccination Committee.

Severe RSV infection among older adults with comorbidities can lead to long-term decline in health, including a prolonged decrease in lung function and reduced heart capacity.

Prevention: The First Line of Defense

In the fight against RSV, health experts emphasized the importance of early detection and prevention.

Since the RSV vaccine is not yet readily available for children in the Philippines, Dr. Ong-Lim underscored the importance of diagnosis among adults. ‘Knowing allows you to predict the course and provide specific management to help the illness improve faster. So it’s important to really identify the virus,’ she said.

‘Normally, we test for these viruses using a nasal swab processed through molecular methods like PCR,’ Dr. Ong-Lim explained. She added that specialized swabs are designed for infants and young children when conducting tests on that age group. Rapid testing kits can also be used, though they are generally less accurate.

‘If we are very wary of the flu, then we have to be equally, if not more, aware of RSV,’ Dr. Ong-Lim asserted. ‘What can we do for a viral infection? Typically, it’s to prevent the spread as much as we can. For people who are very sick with any respiratory tract infection, we need to be careful about how we interact with others. Let’s continue to use the masks we got used to during Covid-19, because they truly help prevent the spread of all viral infections.’

Similarly, Dr. Analyn Fallarme, OB-IDS, Vice President of the Philippine Infectious Diseases Society for Obstetrics and Gynecology (PIDSOG), explained that protecting pregnant women involves two main objectives: practicing prevention measures and strengthening the immune system.

‘The difference between pregnant women and others is that their immune system function lowers during pregnancy,’ Dr. Fallarme said. ‘Therefore, they are more prone to infections, and if they contract one, it tends to be more severe-just as we saw with Covid-19.’

To help expectant mothers stay healthy, she shared a set of wellness steps known as ‘N.E.W. S.T.A.R.T.,’ which stands for Nutrients, Exercise, Water, Sunlight, Temperance, Air (fresh), Rest, and Trust in God.

For the elderly, Dr. Villanueva emphasized that prevention and treatment for RSV begin with identifying symptoms and assessing the patient’s overall health.

‘If individuals are truly high-risk, such as those with underlying medical conditions, we recommend testing using a nasopharyngeal [NP] swab to check for the presence of RSV and other viruses,’ she said.

The Status of Vaccination in the Country

At present, a vaccine is available for older adults and pregnant women to provide protection against the virus.

One key measure is maternal immunization, in which the RSV vaccine is administered during pregnancy. The mother’s immune system produces protective antibodies that are then passed to the baby via the placenta. This provides natural defense during the baby’s first vulnerable months of life.

The PIDSOG recommends a single dose of the RSV vaccine for pregnant women from 28 weeks of gestation onwards, but not during active labor. Ideally, vaccination should occur at least two weeks before delivery, and the organization currently does not recommend repeat vaccination in succeeding pregnancies.

‘Pregnant women need to know that they can now protect their babies before they are even born through maternal immunization,’ said Dr. Fallarme.

According to the recommendations of the 2025 Advisory Committee on Immunization Practices (ACIP) and the Centers for Disease Control and Prevention (CDC), adults are also eligible to receive the vaccine. This includes adults aged 75 years and above, those aged 60 to 74 with underlying conditions (such as heart or lung disease, or diabetes), and adults aged 50 to 59 who are at similar risk for severe RSV infection.

‘RSV is not yet included in the mix of vaccines offered by local government units [LGUs]. It’s a new formulation that was just introduced last year,’ clarified Dr. Ong-Lim.

Ultimately, the surveillance system for RSV in the Philippines remains in its early stages. Ongoing efforts aim to gather data that will help health experts and institutions better understand the virus and mitigate its impact on the population.