Kapwa, Comparative Frustration, and Digital Interjection: A Conceptual Analysis of Filipino Comment Behavior in Global Social Media Spaces
##doi.readerDisplayName##:
https://doi.org/10.65166/963tgj30关键词:
Filipino digital behavior, kapwa, social comparison, diaspora consciousness, symbolic participation, online commenting, civic frustration摘要
This paper examines a recurring pattern in global social media spaces: the visible participation of Filipino users in comment threads attached to international posts that do not directly involve the Philippines, often through comparison, humor, grievance, or civic frustration. Rather than dismissing this behavior as mere trolling or irrelevant online intrusion, the paper interprets it as a form of mediated comparative self-positioning. Using a conceptual and thematic review design, the study synthesizes scholarship on Filipino relational selfhood, social comparison and relative deprivation, diaspora and transnational embeddedness, symbolic participation in digital publics, and trolling or mediated identity performance. The analysis argues that Filipino interjection into unrelated international comment threads may be understood as a socially situated digital act shaped by five interacting forces: relational identity, comparative civic frustration, transnational connectedness, low-cost symbolic participation in visible online spaces, and identity performance under conditions of digital disinhibition. The paper further contends that such comments often carry collective and civic meaning, particularly when foreign public recognition or institutional support is read against perceived domestic inadequacies. In this sense, comment sections may function as informal sites where national self-evaluation and public dissatisfaction become legible in compressed digital form. The study concludes that the phenomenon is neither pure noise nor pure malice, but a behaviorally meaningful expression of identity, frustration, and symbolic public insertion under contemporary networked conditions. Recommendations are offered for future documentary qualitative analysis, cross-national comparison, and platform-sensitive research.
##plugins.themes.default.displayStats.downloads##
参考
Abts, K., & Baute, S. (2021). Social resentment, blame attribution and Euroscepticism: The role of status insecurity, relative deprivation and powerlessness. Innovation: The European Journal of Social Science Research, 35, 39-64. https://doi.org/10.1080/13511610.2021.1964350
Atento, R. G. (2025). The credibility imperative 2025: Governance integrity, economic resilience, and strategic adaptability in Philippine diplomacy. International Journal of Health and Business Analytics, 1(2). https://doi.org/10.65166/6amaz997
Atento, R. G., & Espelita, C. A. M. H. (2025). From community voice to marketing strategy: The feeder-school ecosystem as basis for a consumer-centered marketing framework. International Journal of Health and Business Analytics, 1(2). https://doi.org/10.65166/mt4em434
Atento, R. G. O., Quinto, L. F., & Espelita, C. A. M. H. (2025). Bridging global health workforce gaps 2050: A multilevel analysis of global demand, Philippine supply fragilities, and competency alignment. International Journal of Health and Business Analytics, 1(2), 1-30. https://doi.org/10.65166/kgbpey79
Atento, R. G. O., Quinto, L. F., Espelita, C. A. M., & San Juan, F. M. (2025). Narrative health analytics: Integrating empathy, data, and ethics in patient-centered healthcare. International Journal of Health and Business Analytics, 1(2), 1-33. https://doi.org/10.65166/yxgx8e59
Aziz, A. (2022). Rohingya diaspora online: Mapping the spaces of visibility, resistance and transnational identity on social media. New Media & Society, 26, 5219-5239. https://doi.org/10.1177/14614448221132241
Ballara, N. (2023). The power of social validation: A literature review on how likes, comments, and shares shape user behavior on social media. International Journal of Research Publication and Reviews. https://doi.org/10.55248/gengpi.4.723.51227
Bottaro, R., & Faraci, P. (2022). The use of social networking sites and its impact on adolescents’ emotional well-being: A scoping review. Current Addiction Reports, 9, 518-539. https://doi.org/10.1007/s40429-022-00445-4
Cabalquinto, E. (2024). #OFW: Filipino migrant workers brokering counter narratives of overseas life on TikTok. First Monday, 29. https://doi.org/10.5210/fm.v29i8.13748
Cao, X., Zeng, R., & Evans, R. (2021). Digital activism and collective mourning by Chinese netizens during COVID-19. China Information, 36, 159-179. https://doi.org/10.1177/0920203X211054172
Castillo-Esparcia, A., Caro-Castaño, L., & Almansa-Martínez, A. (2023). Evolution of digital activism on social media: Opportunities and challenges. El Profesional de la Información. https://doi.org/10.3145/epi.2023.may.03
Cervantes, C. (2025). Filipino psychology is a transpersonal psychology. Journal of Humanistic Psychology. https://doi.org/10.1177/00221678251322215
Crisford, C. (2022). African diaspora experience of transnationalism, social networks and identity: The case of Zimbabwean social workers in the United Kingdom. Journal of African Studies and Development. https://doi.org/10.5897/JASD2021.0618
Cuizon, M., & Cuizon, N. (2025). Reconciling the LGBTQIA+ community through the Filipino indigenous concepts of loob and kapwa. Manusya: Journal of Humanities. https://doi.org/10.1163/26659077-20252814
Dancel, M. R., España, G. B., Asnar, D. A., Batol, C. Y., & Atento, R. G. (2026). Introversion and passive social media engagement among Generation Z college students: A descriptive-correlational study. International Journal of Behavioral and Social Analytics, 1(1). https://doi.org/10.65166/d56jma06
Das, D., Prio, A., Saha, P., Guha, S., & Ahmed, S. (2026). How do the Global South diasporas mobilize for transnational political change? Proceedings of the 2026 CHI Conference on Human Factors in Computing Systems. https://doi.org/10.1145/3772318.3791792
E., H. (2021). Self-presentation in social media: Review and research opportunities. Review of Communication Research. https://doi.org/10.12840/ISSN.2255-4165.027
Elo, M., Taübe, F., & Servais, P. (2021). Who is doing “transnational diaspora entrepreneurship”? Understanding formal identity and status. Journal of World Business. https://doi.org/10.1016/j.jwb.2021.101240
Espelita, C. A. M. H., Atento, A. G. B., & Atento, R. G. O. (2026). Social media marketing and enrollment intent among college-bound learners: Evidence from a private higher education institution in Region IV-A, Philippines. Journal of Enterprise Strategy & Management Innovation, 1(1). https://doi.org/10.65166/bcn4pt87
Fatalla, J. (2023). “Kapit” at “bahay” concepts of Filipino neighboring: A cultural revalidation. Ethos. https://doi.org/10.1111/etho.12383
Gran, A. (2025). Performing not-not-me in SoMe: A new theatrical typology of self-presentation online. Social Media + Society, 11. https://doi.org/10.1177/20563051251315256
Gundayao, J., & Hernandez, C. (2025). Bayanihan and kapwa: Toward a Filipino framework for migrant health ethics. Monash Bioethics Review. https://doi.org/10.1007/s40592-025-00275-w
Han, L., Li, W., Wang, X., Xu, Y., & Zhao, J. (2024). Social comparison and aggression: The mediating role of relative deprivation and moderating role of covert narcissism. International Journal of Psychology. https://doi.org/10.1002/ijop.13129
Haroon, H., Rana, G., & Naz, S. (2025). Digital discourse and self-presentation: Identity construction in English-dominant social media spaces. Journal of Asian Development Studies. https://doi.org/10.62345/jads.2025.14.3.147
Hernández-Serrano, M., Jones, B., Renés-Arellano, P., & Ortuño, R. (2022). Analysis of digital self-presentation practices and profiles of Spanish adolescents on Instagram and TikTok. Journal of New Approaches in Educational Research, 11, 49-63. https://doi.org/10.7821/naer.2022.1.797
Javier, R. (2023). Kalakaran, kabuhayan, kata(w/u(h)an—ang karaniwan at ang araw-araw sa Pilipino: Ang kaisipang kapuwa, at anak, ang pananaw sa buhay at pag-iisip sa panahon. Malay Journal. https://doi.org/10.59588/2243-7851.1033
Katigbak, J., & Roldan, M. (2021). Protecting Filipino migrant workers in distress through social media platforms. Asian and Pacific Migration Journal, 30, 357-369. https://doi.org/10.1177/01171968211045421
Kaviani, D., & Salehi, N. (2021). Bridging action frames: Instagram infographics in U.S. ethnic movements. Proceedings of the ACM on Human-Computer Interaction, 6, 1-43. https://doi.org/10.1145/3512926
Kim, S., & Noh, S. (2025). Disproportionate voices: Participation inequality and hostile engagement in news comments. arXiv. https://doi.org/10.48550/arXiv.2508.16040
Kim, Y., Urquia, M., Villadsen, S., & Merry, L. (2021). A scoping review on the measurement of transnationalism in migrant health research in high-income countries. Globalization and Health, 17. https://doi.org/10.1186/s12992-021-00777-2
Küchler, C., Stoll, A., Ziegele, M., & Naab, T. (2022). Gender-related differences in online comment sections: Findings from a large-scale content analysis of commenting behavior. Social Science Computer Review, 41, 728-747. https://doi.org/10.1177/08944393211052042
Kühn, J., & Riesmeyer, C. (2025). Adolescents’ norms of self-presentation on Snapchat: Bitmojis as an expression of identity development. Social Media + Society, 11. https://doi.org/10.1177/20563051251342793
Labor, P., & Gastardo-Conaco, M. (2021). Viewing your kapwa: Elaboration of a social-relational construct through language. Philippine Social Science Journal. https://doi.org/10.52006/main.v4i4.418
Liu, H., & Han, Z. (2025). Earthquake resilience and public engagement: A social media perspective. Risk Analysis, 45, 2667-2684. https://doi.org/10.1111/risa.70041
Mao, Y., & Hu, B. (2024). From trolling victimization to reactive trolling: Moderated mediation effects of online disinhibition and motivations. Social Science Computer Review, 43, 27-47. https://doi.org/10.1177/08944393241250013
McComb, C., Vanman, E., & Tobin, S. (2023). A meta-analysis of the effects of social media exposure to upward comparison targets on self-evaluations and emotions. Media Psychology, 26, 612-635. https://doi.org/10.1080/15213269.2023.2180647
Mesa, R., Alaron, A., Cadavedo, J., Calabio, A., Costa, M., Mendoza, F., Panganiban, A., & Hilario, P. (2024). Developing a measure of interpersonality. Psikoislamika: Jurnal Psikologi dan Psikologi Islam. https://doi.org/10.18860/psikoislamika.v21i2.28444
Morad, M., Sacchetto, D., & Ansar, A. (2024). Transnational social fields of Italian Bangladeshis in Europe and beyond: Towards a new geography of ways of belonging. Population, Space and Place. https://doi.org/10.1002/psp.2819
Muyidi, A. (2025). Exploring how social media usage shapes self-presentation strategies among Saudi young adults. Frontiers in Psychology, 16. https://doi.org/10.3389/fpsyg.2025.1562917
Nguyen, T. (2024). Vietnamese diaspora in Thailand and the making of transnationality. Asian and Pacific Migration Journal, 33, 483-503. https://doi.org/10.1177/01171968241298314
Niemann, M., Müller, K., Kelm, C., Assenmacher, D., & Becker, J. (2021). The German comment landscape: A structured overview of the opportunities for participatory discourse on news websites. In [Book title not fully provided] (pp. 112-127). https://doi.org/10.1007/978-3-030-87031-7_8
Paakki, H., Vepsäläinen, H., & Salovaara, A. (2021). Disruptive online communication: How asymmetric trolling-like response strategies steer conversation off the track. Computer Supported Cooperative Work, 30, 425-461. https://doi.org/10.1007/s10606-021-09397-1
Qiu, Y., Sun, Q., Wu, B., & Li, F. (2024). Is high exposure to antisocial media content associated with increased participation in malicious online trolling? Exploring the moderated mediation model of hostile attribution bias and empathy. BMC Psychology, 12. https://doi.org/10.1186/s40359-024-01898-0
Rafiq, A., & Linden, B. (2024). Social media and self-concept among postsecondary students: A scoping review. Cyberpsychology, Behavior, and Social Networking, 27, 194-201. https://doi.org/10.1089/cyber.2023.0451
Reyes, J. (2015). Loób and kapwa: An introduction to a Filipino virtue ethics. Asian Philosophy, 25, 148-171. https://doi.org/10.1080/09552367.2015.1043173
Romero, N. (2021). Kalayaan, katarungan, karangalan and kapwa: A provisional exploration of children’s responses to the COVID-19 pandemic through Philippine virtue ethics. Pastoral Care in Education, 39, 221-235. https://doi.org/10.1080/02643944.2021.1951340
Rössel, J., Schenk, P., & Pap, I. (2023). Patterns of remittances of intra-European migrants: Social relations and moral obligations. Journal of Ethnic and Migration Studies, 50, 2529-2550. https://doi.org/10.1080/1369183X.2023.2278413
Rungduin, D., Rungduin, T., & Acopio, J. (2020). Role of shared identity (kapwa) in forgiving others: A collectivistic approach in understanding forgiveness. Philippine Journal of Psychology Research [journal details should be verified]. https://doi.org/10.33824/pjpr.2020.35.4.33
Soares, F., Gruzd, A., Jacobson, J., & Hodson, J. (2023). To troll or not to troll: Young adults’ anti-social behaviour on social media. PLOS ONE, 18. https://doi.org/10.1371/journal.pone.0284374
Solitario, J. (2022). Revisiting kapwa: Filipino ethics, subjectivity, and self-formation. Philippine Studies: Historical and Ethnographic Viewpoints, 70, 539-564. https://doi.org/10.13185/ps2022.70404
The problem with kapwa: Challenging assumptions of community, sameness, and unity in Filipina American feminist fieldwork. (2023). Alon: Journal for Filipinx American and Diasporic Studies. https://doi.org/10.5070/LN43161818
Takahashi, M., & Bettinson, M. (2024). Analyzing online public discourse in Australia: Australian Twittersphere and NewsTalk corpora. Australian Journal of Linguistics, 44, 238-260. https://doi.org/10.1080/07268602.2024.2380690
Van Hootegem, A., Abts, K., & Meuleman, B. (2021). The welfare state criticism of the losers of modernization: How social experiences of resentment shape populist welfare critique. Acta Sociologica, 64, 125-143. https://doi.org/10.1177/0001699321994191
Van Raemdonck, N., Picone, I., & Pierson, J. (2025). Affordances-in-practice: How social norm dynamics in climate change publics are shaped on Instagram and Twitter. Social Media + Society, 11. https://doi.org/10.1177/20563051251319066
Varela, R. (2024). Lived experiences of Filipino psychologists as mental health professionals. Asia Pacific Journal of Counselling and Psychotherapy, 15, 101-113. https://doi.org/10.1080/21507686.2024.2445309
Ventura, F. (2023). Diaspora as socio-material assemblage: Political agency in the Kurdish freedom movement’s representations of homeland. Global Networks. https://doi.org/10.1111/glob.12460
Vos, S., Adatorwovor, R., Roberts, M., Sherman, D., Bonds, D., Dunfee, M., Spring, B., & Schoenberg, N. (2023). Community engagement through social media: A promising low-cost strategy for rural recruitment? The Journal of Rural Health. https://doi.org/10.1111/jrh.12809
Wen, R., & Miura, A. (2025). The impact of engagement metrics overwhelms the influence of online disinhibition. First Monday. https://doi.org/10.5210/fm.v30i7.14146
Xiong, M., Fan, P., Nyambe, H., & Zhou, Z. (2026). How does group-relative deprivation affect the intentions of online collective behavior? Evidence from the chain mediating dynamics of group efficacy and group-based anger. BMC Psychology, 14. https://doi.org/10.1186/s40359-026-04006-6
Xu, L., & Li, L. (2024). Upward social comparison and social anxiety among Chinese college students: A chain-mediation model of relative deprivation and rumination. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1430539
Yuan, G., Cheng, Z., & Ju, W. (2025). The impact of online upward social comparisons on cyberbullying in the post-epidemic era: A moderated mediating model. Frontiers in Psychology, 16. https://doi.org/10.3389/fpsyg.2025.1597985
Zhao, H., & Zhang, H. (2021). How personal relative deprivation influences moral disengagement: The role of malicious envy and honesty-humility. Scandinavian Journal of Psychology. https://doi.org/10.1111/sjop.12791
##submission.downloads##
已出版
##submission.license##
##submission.copyrightStatement##
##submission.license.cc.by-nc-sa4.footer##This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors retain copyright of their articles but grant the International Journal of Health & Business Analytics (IJHBA) the right of first publication.