Excerpt from a 2010 news feature:
"No less than the dean of UP Diliman’s College of Mass Communications, Rolando B. Tolentino, nominated and defended the word jejemon. In his presentation, Tolentino said jejemon is part of the evolution of the language of the jologs, or people belonging to the lower economic class that the elite and social climbers would call “baduy."
Tolentino, who has produced more than a dozen books on popular culture and literature, said when we look closely at the word jejemon, it will tell us something about economic stratification and class struggle in the country.
“Ang jejemon ay sintomas ng bagong pagsa-sub-uri sa bansa. Umalagwa na mga pasosyal (matatagpuan sila sa call centers), at ang tunay na sosyal, nakakabili ng latest na gadget o ang aproximasyon nito. May entitlement sa teknolohiya dahil ito ang pangako ng mamahaling gadget na binili mo. At dahil nga mahal ito, exclusibo ang turing sa karanasang inaakalang magpapabukod-tangi sa nakararami," he explained."
Read the full article here: Why jejemon was chosen as Word of the Year
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