The Psychology of Virality, Katiwalian, at mga Isyung Hindi Dapat Matabunan
*Dr. Rodolfo John Ortiz Teope, PhD, EdD, DM
Honestly, I find the word “esmiringhoy” annoying.
Bilang isang single father, nakatuon ang araw ko sa trabaho at pagsusulat. Work, work, work. Write, write, write. Articles, books, concept papers, policy papers, political intelligence analyses, and proposed legislation—there is always something to finish.
Kaya kapag paulit-ulit kong naririnig ang salita, napapaisip ako sa mga Pilipinong may mas praktikal na iniintindi: pagkain sa mesa, pambayad sa kuryente at tubig, matrikula, at pangangailangan ng pamilya.
People want food on the table. Bakit parang may unlimited rice ng “esmiringhoy” sa feed?
But here comes the joke: the word I wanted to ignore has now become the subject of my commentary.
Pati pagkainis ko, naging bahagi ng aking advocacy. Akala ko iiwas ako sa trend—ginawan ko pa ng analysis!
I do not receive payment for my writing. It is my advocacy: to encourage reflection, informed discussion, and public accountability. Hindi lahat ng sinusulat ay may bayad; may mga isinusulat dahil may nais tayong maiambag sa lipunan.
Apparently, you do not have to enjoy a trend to help keep it alive. Some laugh, others imitate, and people like me complain. Pare-pareho pa rin kaming napapalingon.
Behind the expression, however, is a person. Evelyn Batuigas brought allegations of marital mistreatment, infidelity, and inadequate support to a public service program. A viral clip cannot establish anyone’s guilt. But one expression she used for sexual intimacy became a widely repeated joke.
Dumating ang reklamo. Ang kumalat, punchline.
Evelyn subsequently appeared on Boss Toyo’s Pinoy Pawnstars vlog. Public personalities joined the conversation, including television host and beauty queen Joy Barcoma, whose post was documented by PhilSTAR Life. That visibility can open opportunities in content creation, although it does not establish Evelyn’s earnings or a lasting influencer career.
Kung may magandang oportunidad para sa kaniya, mabuti. Hindi kailangang manatiling malungkot ang isang tao para paniwalaang may pinagdaraanan siya. Ang pagsikat ay hindi rin awtomatikong nagpapawalang-bisa sa kaniyang reklamo.
What interests me is how audiences turn one moment into someone’s public identity.
Psychology and sociology offer useful explanations. Relax lang—hindi ito graduate-school comprehensive examination. Wala akong ipapasang blue book.
Agenda-setting theory, developed by McCombs and Shaw, explains how media prominence helps shape perceived importance. Framing, associated with Robert Entman, concerns how emphasizing selected details shapes interpretation. Applied here, a repeated expression can become more memorable than the complaint surrounding it.
Sa madaling salita, maaaring alam natin ang punchline pero hindi na ang buong kuwento. Parang binasa ang pamagat ng libro, tapos handa nang magbigay ng book review.
Berger and Milkman’s research on emotional arousal and sharing helps explain why surprising, emotionally activating material travels. A funny expression takes seconds to share; a complicated family dispute requires patience.
Bandura’s social cognitive theory suggests people learn from observing what gets rewarded. Goffman’s dramaturgical perspective helps explain how audiences influence public performances. Together, these perspectives suggest that visible rewards can encourage imitation, while viral personalities may face pressure to repeat whatever first attracted attention.
These are possible explanations, not psychological diagnoses.
Kapag palakpakan ang natatanggap ng isang biro, natural na may gustong umulit. Pero paano kung may bago nang gustong sabihin ang tao, at ang hinihintay pa rin ng lahat ay ang dati niyang linya?
Maraming nakakakilala. Pero gaano karami ang nakauunawa?
The same question matters when we turn to national affairs: budgets, corruption, and the West Philippine Sea.
There is no evidence presented here that this trend reduced public scrutiny of those issues or was organized to distract us. People can enjoy memes and follow serious news. Demonstrating an actual diversion would require audience and coverage data.
Ang tanong ko ay tungkol sa ating nakagawian: kapag may bagong nakaaaliw, binabalikan pa ba natin ang mahihirap na tanong?
Consider the budget controversy. The Supreme Court’s October announcement addressed unconstitutional increases affecting the 2024 and 2025 budgets and specific invalid provisions in the 2026 budget. It should not be simplified into a claim that every provision of all three budgets was unconstitutional. Its spokesperson also clarified that the decision was not yet final and executory.
I will stop the legal explanation there. Baka mamaya, ang reader naman ang mag-file ng motion to dismiss this article for excessive discussion.
For Filipino families putting food on the table and paying bills, the practical questions are straightforward: who proposed the questioned allocations, where did the money go, and what happens next?
An unconstitutional allocation does not automatically prove theft or individual criminal guilt. But citizens deserve a clear accounting.
Kung kailangang pagkasyahin ng pamilya ang bawat piso, dapat kayang ipaliwanag ng gobyerno ang bawat pondong ipinagkatiwala rito.
Corruption investigations make that demand urgent. In January 2026, the Department of Justice reported confirming 14 nonexistent flood-control projects. An August Palace statement said investigations into alleged ghost and substandard projects continued. Individual liability must still be established through proper proceedings.
Sa pamilyang binabaha, hindi abstract ang usapin. Nasaan ang proyektong binayaran? Bakit basa na naman ang higaan? Bakit kailangang ilikas ang mga bata?
Ang meme, puwedeng lampasan. Ang baha, pumapasok sa bahay.
The West Philippine Sea also demands sustained attention. On October 19, the Department of Foreign Affairs summoned Chinese Ambassador Jing Quan over remarks Manila regarded as conveying a threat of force. Developments like this require informed debate about diplomacy, deterrence, and civilian protection.
Hindi sapat ang matapang na caption kung hindi malinaw ang estratehiya.
We should scrutinize how the government defends Philippine rights, protects fishermen, manages partnerships, and prevents miscalculation.
The risk of becoming entangled in a proxy conflict deserves careful discussion. Broadly, a proxy war involves an external power pursuing conflict through a local partner or armed actor. An alliance or military cooperation alone does not establish that the Philippines is already fighting one. Our country has its own interests and agency.
Pero makatuwiran ang mga tanong: kung lumawak ang labanan, paano poprotektahan ang mga komunidad? Ano ang mga limitasyon sa paggamit ng ating mga pasilidad? Sino ang nagpapasya, at paano ipinapaliwanag ang panganib sa mamamayan?
We need partnerships that strengthen security, diplomatic channels that reduce escalation, and decisions grounded in Philippine interests.
Budget accountability, corruption, and national security connect through a practical concern: can the government deliver protection when people need it? Wasted or diverted resources can leave less for public services, maritime capabilities, and emergency preparedness.
Dito nagiging mahalaga ang tiyaga ng publiko. Kapag mabilis tayong nagsawa sa paghingi ng sagot, mas madaling lumamig ang usapin kahit hindi pa ito nalulutas.
That is a risk to examine, not a proven consequence of the “esmiringhoy” trend.
Nor should Evelyn carry the blame. Creators, celebrities, news organizations, and audiences all choose what to amplify.
Hindi naman kasama sa obligasyon ng isang nagreklamong misis ang pag-audit ng national budget. May mga opisyal tayong binabayaran para roon.
Enjoying humor does not cancel civic responsibility. We can welcome opportunities for ordinary people while protecting their dignity, avoiding harassment, and keeping allegations separate from established facts. We should also remember that declining intimacy does not itself prove infidelity; consent remains necessary within marriage.
Ang hinihingi ko ay kaunting tiyaga pagkatapos ng tawanan. Basahin ang paliwanag. Balikan ang imbestigasyon. Alamin kung ano talaga ang napagpasyahan. Huwag hayaang ang dami ng shares ang maging sukatan ng katotohanan.
I will return to my books and policy papers now. Sana, sa susunod kong pagbukas ng feed, may magandang balita tungkol sa kabuhayan ng mga Pilipino. Kahit iyon naman ang mag-trending.
Tumawa tayo. Pagkatapos, magtanong pa rin.
Nag-viral ang salita. Ang problema ng tao—at ang problema ng bayan—nasusundan pa ba natin?
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