Deadma was a popular Filipino catchphrase in the ’90s. I think—like most colloquialisms that are coined every month or so in Manila—it has already been “accepted” as an actual word in the ever-expanding Filipino vocabulary. I believe it’s Jessica Zafra who first wrote a “study” on the word deadma, defining, conjugating and giving examples of its usages in the now-classic essay entitled Deadma 101:
Dedma is the attenuated form of the English words “dead malice.” “Dead malice,” in turn, is the literal translation of the Tagalog expression, patay malisya. It is conjugated thus: dedma, dinedma, dededmahin.
If I’m correct, the essay can be found in the first anthology of Zafra’s newspaper column, Twisted. The article is now gone from the Internet, so I’m not really sure if the following definitions are from it:
1. To completely ignore/feign ignorance of the existence/presence of someone/something.
2. To snub, reject, or toss in the trash.
3. To pretend deafness or blindness in order to escape a sticky situation.
I’d like to focus on Definition #1, because I believe it’s the most cruel and inhumane form of deadma. Sadly, I know a lot of people who have mastered the art of that particular shape of deadma—and these are people who do not even speak Pilipino! There’s another Pilipino word for the cause of them inflicting deadma (Definition #1) on others: inggit—envy.