Abstract
This study examines the understanding of the Filipino idiom "nagbubulag-bulagan" as a conversational behavior of selective ignorance among three generational cohorts: Generation X (45-60), Generation Y (29-44), and Generation Z (13-28). Employing a qualitative narrative inquiry, data were collected from 16 purposively sampled individuals and analyzed through the lenses of High-Context Communication, Face Negotiation Theory, Spiral of Silence Theory, and Sikolohiyang Pilipino. Findings reveal distinct generational patterns in how "nagbubulagbulagan" is used in everyday Filipino interactions. Gen X, Millennials, and Gen Z are undergoing a generational shift from passive collectivism to engaged individualism, with Gen X adopting a cautious, pragmatic approach, Millennials balancing responsibility and social change, and Gen Z advocating for assertive truth-telling. While older generations may regard "pakikisama" and "hiya" as pillars of harmony, newer generations increasingly perceive these values through a critical and justice-oriented lens, calling for cultural introspection and transformation. This research contributes to intercultural communication and indigenous psychology by highlighting how a culturally specific idiom reflects the evolving generational values and socio-political engagement. Recommendations are made for educational integration, intergenerational dialogue, and further research into digital discourse and psychological implications.
