Widening the Frame: Trust, Culture, and the Emotional Life of Publics in Philippine Media and Communication Research

This article reflects on how tiwala (trust) and pagsunod (submission) can serve as central concepts for rethinking the direction of Philippine media and communication research. While disinformation and platform studies have shaped recent scholarship, these paradigms often overlook the cultural and emotional ways publics relate to authority. Drawing from Filipino psychology and political culture, I argue that trust and submission are not static traits but relational performances shaped by history, obligation, and moral expectation. Using the Dengvaxia vaccine controversy as a reference point, I show how ruptured trust stems from perceived failures of care, not just misinformation. Revisiting the work of Asuncion-Lande and Lande (1992), I call for renewed attention to Filipino political communication traditions. I also reflect on small institutional efforts—such as the MDSRG, the PhD in Interdisciplinary Communication Studies (By Research), and the Tiwala at Pagsunod Project—as gestures toward broadening how we understand legitimacy, emotion, and public meaning-making.