Abstract:
We are now witnessing the dawn of a new age. Everything around us is signaling
the beginning of a new era: an era ushered in by modernization and technology, and
comfortably cushioned by globalization. In a world that is experiencing widespread
industrialization, it is expected that most of the world's countries and cities will follow.
In the advent of modem technology, of emerging metropolises, business and financial
empires, everything in the area tend to follow.
In the Philippines, perhaps the city that represents this new era the most is Makati
City. Currently the country's financial and business center, the city is composed of
numerous industries and companies that represent what globalization is all about.
Consequently, everything in the area gravitates towards its center, which is the Makati
Central Business District. Given these, all surrounding people and establishments have to
reconstruct themselves to fit in the emerging environment - all but one specific element
and phenomenon of society.
The jollyjeeps were once jeepneys-tumed-carinderias, and once roamed and ruled
the streets of Makati with its wide variety of food choices. However, since 2002, they
have been converted into permanent aluminum stalls, restricted to a single and limited
environment. This study ultimately aims to understand, explain, and expose the odd one
out in Makati City's modem and industrialized environment. 一 the jollyjeep phenomenon.
