FICS Theses and Dissertations

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Theses and dissertations by graduate students from the Faculty of Information and Communication Studies.

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    Content framing of the Tulong Na Tabang Na Tayo Na Project of ABS-CBN’s Lingkod Kapamilya Foundation., Inc. and influence on viewer’s response
    ( 2015) Espineda, Melvin N.
    Guided by Goffinan's (1974) Framing Theory and Gerbner and Gross'es Cultivation Theory ( I 976), this descriptive study explored how the framing of Tulong Na Tabang Na Tayo Na project of ABS-CBN Lingkod Kapamilya Foundation Inc. had influenced the responses of I 14 students from three higher education institutions in the Philippines towards it. The project was a call to help the victims ofTyphoon Yolanda in Tacloban, Leyte. Through a survey, data were obtained and analyzed using frequency counts and percentages. Of the 114 (76%) student­respondents, 89 (78%) are female and 25 (22%) male. Most student-respondents (67 or 58.7%) belonged to the 14-18 years old bracket. The study recorded 78 or 68% of student-respondents were actively watching television and assumed to be capable of deciding whether to support or ignore the project's framed content. Twenty percent of student-respondents shared that the framed content by using emotional appeal (i.e. crying people asking for help) accompanied by emphatic messages (i.e. Kapamilya, magkapit-bisig po tayo sa panahon ng sakuna, bukas po ang aming tanggapan para sa inyong mga donasyon (Members of the ramify in this time of disaster, let us hold hands, our office is open for your donations) had influenced them to support the project because of their experience. While personal experience did not form part of the communication frame as forwarded by Lakoff (2004 ), it surfaced that audiences' decision to support a project is motivated by it. Most student-respondents have experienced floods and strong typhoons, making the situation familiar. Thus, empathizing with the victims would be easy to establish. Moreover, long exposure to television and continuous watching of the project led them, as espoused by the cultivation theory, to support the project. Suffice to say that in developing a communication material, inclusion of a related experience of intended audiences may be considered.
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    Communicating Safety and Influence on knowledge, Attitude, and Practice of School Safety Among Grade 10 Students in a Public High School in Pampanga Philippines
    ( 2016) Hipolito, Eriwell R.
    One hundred fifty-nine Grade 10 students of a public high school in Pampanga, Philippines were surveyed to determine their sources of information about school safety and its influence on their knowledge, attitude, and practice. Premised on the Theory of Planned Behavior by Azjen (1991), the study determined how safety in school as the intended behavior has been changed. Results of the study showed communication materials on safety made available in the school included learning modules, textbooks, periodical examinations, laboratory, programs, and DepEd websites. However, the Internet was the top source of information and safety. The most common information on safety. The most common information on safety for the students includes earthquake drill, disaster reduction, and occupational safety and health. Despite having a moderate to high level of knowledge, though, there were some issues in terms of communicating safety signs to the students since not everyone was familiar with these basic safety signs in the school. The students also had high practice levels in school safety but with emphasis on the use of Personal Protective Equipment (PPE). Practice should be 100% in all areas since safety is a very important requirement for all students to observe. Thus, results of this study will be useful evidence in developing practical methods for improving school safety. For one, learning materials are not on the top of the list of sources of information about school safety. As well, students do not share what they learned in school about safety with the community. Information on basic safety measures appears not to have been communicated properly since it did not reach everyone. There are essential safety measures that need to be addressed such as safety cultivation and safe culture for both teachers and students in schools.
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    Understanding Communication Patterns Within the Teen Mom’s Environment
    ( 2016) Alvarado, Marie Fayne Patricia R.
    Interpersonal communications within the female teens' environment particularly the patterns between them and their parents greatly influence the female teens' behaviors. In this study, communication patterns were reviewed with the aim of explaining the cause of risky behaviors leading to teen pregnancies – the parenting styles, themes, and barriers in communications that drive female teens towards them and the consequent changes after teen pregnancy occurs. Utilizing a qualitative sampling of female teens and their experiences with teenage pregnancies, the mass of data gathered in the conduct of interviews are transcribed and analyzed using the Miles & Huberman method. The findings were organized around themes that explained the dynamics between the sample teens and their environment before and post-pregnancies. In analyzing this, the effect of communication barriers or noise posited in the Transactional Communications Model by J. Wood was used. The study reveals that limitations in communications between parents and female teens start at home, in the limited discussions about sex within Filipino families. This pattern changes after pregnancy, where the barriers identified in the research became relaxed. The study recommends development of intervention programs to minimize teen pregnancies and improve communication patterns particularly between the parents and their female teens.
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    Information and Communication Technology from the Point of View of a Person Afflicted Cerebral Palsy
    ( 2016) Ugaddan, Agatha Christie P.
    Access to information and communication technologies like mobile phones, the Internet, and computers is essential to develop not only the economy of the country but also its people. With the growth of such technologies and the increased number of people using ICTs, the United Nations (UN) will no doubt fulfill one of its development goals - that is, to make the benefits of new technologies available to all, particularly to developing countries. The word "all" in that premise includes persons with disabilities. This study then delves into the use of information and communication technologies by persons with disability and answers how and why they use such technologies. The data generated from the interviews with the subject, a person afflicted cerebral palsy, a sample of a person with disability, and the observations prove that although he is aware of ICTs and use it personally, there are still barriers to their access to such technologies (e.g., lack of awareness, affordability, type of disability). It was also interesting to learn the reasons for significance of using ICT from the perspective of a person who has cerebral palsy. The reasons why and how he utilize ICTs may be simple and different from another person of disability, but they are essential in understanding the needs of persons with disability in general in order to address the issues of accessibility to ICTs and digital divide.
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    Interrogating the Absence and Exploring the Potential of a Commercial Radio Station in Disaster Risk Education and Preparedness Programming
    ( 2016) Caraecle, Ma. Divine R.
    Premised on the Anchored Instruction Theory, the study determined how radio could be used to educate people about disaster risk and preparedness. Survey research design was employed with 100 residents along a coastal barangay in Manila and the results emphasized the high level of interest of survey participants to listen to a radio program on disaster risk education and preparedness. Majority of the participants preferred to listen to a radio program with a talk show format during the morning timeslot. Two informants from a commercial radio station were interviewed to find out the reasons for the non-airing of a disaster education program in their entity. Using a problem structure map, it was revealed that a radio station's concerns on its survival and sustainability are the root causes of the absence of a disaster education program. However, the airing of an education program could become plausible should needed mechanisms be effectively implemented and improved by the subject commercial radio station. There is also a necessity to rethink how mainstream media can carry out its noblest role of educating the public.
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    Examining Disaster Risk Reduction and Management (DRRM) Through the Lens of Local Knowledge and Collective Behavior: The Case of Community-Based Flood Early Warning System (CBFEWS)
    ( 2016) Tolinero, Rechelle Ann B.
    After Typhoon Sendong devastated Cagayan de Oro City in 2011, the city's City Disaster Risk Reduction Management Office (CDRRMO) took a proactive approach to mitigate the effects of flood brought by typhoons by operationalizing the Community-Based Flood Early Warning System (CBFEWS) in the local barangays. In Barangay Consolacion, the CBFEWS is a component of the Barangay Disaster Risk Reduction and Management Committee (BDRRMC). In its initial implementation, the system is composed of three methods: the recorrida, text brigade, and interpersonal communication from the barangay officials. This study sought how the residents described their experience with Sendong and in the initial implementation of the CBFEWS. Furthermore, it looked into how the residents' experience with Sendong affected their response to the warning message from the CBFEWS. This qualitative study used transcendental phenomenology as methodology to answer the research objectives. Eight participants from the seven districts of the barangay were interviewed. From the transcription of the interviews, narratives were done to present the participants' stories. Significant statements from these narratives were then highlighted to develop themes that would describe the participants' experiences. Based on the themes that emerged from the narratives of the participants, there was a strong emphasis on communal coping in the neighborhood when Typhoon Sendong struck the community. This experience with the disaster has established their social relationship, which put the CBFEWS in their barangay in the outside. In addition, their local knowledge of the river, based on their experience with Sendong, has also played a significant part of their decision on whether to evacuate or not during impending floods. Because of these, it recommends that the barangay consider incorporating these two - collective action of the residents and their local knowledge - into the design of the CBFEWS to make it more effective in prompting the residents to act thoroughly during impending floods.
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    A Policy Study on Disaster Risk Reduction and Management in Guagua, Pampanga and the Inclusion of Persons with Disability (PWDS) in Their Disaster Plans
    ( 2016) Mercado, Joshua Marie G.
    The study describes the current practice of risk communication, warning and response in the Municipality of Guagua, determines if its disaster risk reduction and management plan is consistent with the National Council’s standards, and identifies the gaps in knowledge, capacities, and resources that address the needs of Persons with Disability (PWDs) during disasters. The researcher used a descriptive survey research method where participants were interviewed using survey questionnaires. The main research instrument was adopted from the UNISDR 2013 Survey on Living with Disabilities and Disasters. The questions in the questionnaire were patterned after the objectives of the study. The study population consisted 244 Persons with Disability age 18 and up in Guagua, Pampanga who were randomly selected from the total list. The sample size of 244 was computed using Raosoft sample size calculator. The random numbers were generated using the random number generator in the site “randomizer.org.”
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    Transpinay Online and Offline: Reclaiming Transgender Communication Spaces
    ( 2016) Castro, Dennise Allan F.
    Three full pledged Transgendered Filipina Women (Transpinays) from Metro Manila were interviewed to (1.) define who are the Transgendered Filipina women (Transpinays) (2.) understand who are the Transpinays (3.) explain why and how they became Transpinays, (4.) describe their status as members of the society and (5.) explain how he reclaimed his gender identity offline in the communication spaces engaged in. Inspired by Feminist, Queer, and Elaboration Likelihood theories, a Transpinay's own version of puberty, and four major themes that included self-proclaimed women, identity straggler, discriminated group, and public spaces, were made to answers the aforementioned objectives of the study and were important elements towards human and societal development. Communication spaces were also drawn to explain how the self-proclaimed women were able to reclaim and assert their rights and existence. The study was a contribution to the development of the society and shall serve as a recommendation to the National Government to act on the pending anti-discrimination bills which will protect the rights of the LGBT community, especially of the Transpinays. This study will also help in achieving the 7th Sustainable Development Goal agreed by 193 countries members of the United Nations that covers gender identity and equality in the country and empower the Transpinays.
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    The Identification and Implications of Barriers to Interpretation of Road Signages and Carriageway Markings From A Semiotic Perspective
    ( 2017) Llanto, Jonnell B.
    Traffic signs and symbols convey message and meaning to drivers and road users to ensure safety. The ability to comprehend and interpret accurately the intended meaning of road signs and symbols play a significant role in road traffic safety and overall efficiency of the road traffic system. Despite all efforts and steps taken by the Philippine government to ensure the safety of our roads and traffic system, road traffic incidents and traffic related accidents in Metro Manila are threats faced by both road users and pedestrians, and likewise, takes its toll among the public utility drivers, especially in Metro Manila - which is the focus of this study. Among the highest numbers of driving violations and apprehensions in Metro Manila, the failure to adhere to road signs, symbols and markings was attributed as a major cause among the recorded road traffic apprehensions. These errors in the correct interpretations of traffic signs systems are caused by barriers to semiotic interpretations of road signs and symbols. This paper studied the barriers to semiotic interpretations of road signs and symbols by public utility drivers in Metro Manila.
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    Communication and Decision Making: A Symbolic Interaction Study of Choosing Agriculture as an Academic Program
    ( 2017) Rodriguez, Camille Rose Carl T.
    The interactions of the youth to their environment have defined their decisions to study agriculture. In this sense, communicative interactions of the youth were studied as the means to understand their decision-making process of selecting agriculture as their course in college. This qualitative research employed the Symbolic Interactionism methodology of Blumer on six agriculture graduates: four males and two females. For the exploration, individual interview and focus group discussion were utilized. For the inspection, proceedings were transcribed, translated and analyzed by sensitizing of concepts and thematic analysis. Results showed that the individuals whom interaction have been significant for the youth upon agriculture selection are their families, teachers, agriculture students, friends and workers in agriculture. Selection of agriculture is a family decision as family members encourage the youth to study agriculture and have served as role models. Also, the academe is a catalyst for course selection of agriculture as teachers motivated the youth to study agriculture and offered scholarships in the agriculture course. Meanwhile, interaction with agriculture students created pessimism on agriculture as it is viewed as the course of hard labor and grime and is for impolite students. Still, studying agriculture is a peer decision as the youth follow peer advices and decision of pursuing agriculture. Conversely, communication to workers in agriculture showed agriculture course as a means for a better life by means of government employment and a way to be rich. Thus, the role of these communicative interactions of the youth with these people should be recognized as it defined the decision of the youth to study agriculture as their course in college.
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    Restoryng as Giving a Voice to Minority Women
    ( 2017) Serafica, Rosalyn Madeleine C.
    This inquiry covers women belonging to indigenous groups that identified themselves as minorities in their practice of another religion and their geographic isolation from the political and economic axis of the country. Being women and indigenous, their lack of agency in the public sphere prompted Angeles (1998) to describe them further as a "minority within a minority." This distinction added extra dimensions to their status particularly in their exposure to religious interpretations and cultural practices that challenge women·s rights. This minority status defines and influences the way they communicate and tell their stories about gender violence in the context of religious interpretations, legal (state) laws, customs and cultural practices.
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    A Perception Study of Behavioral Change Through Communication: The Edukasyon Social Marketing and Mobilization Project
    ( 2017) Calayag, Roxanne
    Sustainable behavioral change is a by-product of communication through action. This scenario happens when people realize the perceived benefits and values of making a change in one’s behavior, for instance, towards exercising the right of children to education. Given the power of communication as reflected in social marketing and social mobilization programs, this study aimed to analyze the perception of parents towards the potential influence of communication (through the Eduk-Aksyon Program) in insinuating sustained behavioral change. Through focused group discussions, interviews and cross-case analyses of parents who continued to send their children to school even without government reinforcement through the Conditional Cash Transfer (CCT), it was found out that Eduk-Aksyon Program led to a sustained change in behavior of parents. Change was brought about by communication – through – action – via channels including the distribution of school supplies and the realization of perceived benefits of their children’s schooling. The factors intrinsic about the Eduk-Aksyon project that parents mostly value that led them to sustained behavioral change included the distribution of school supplies, the rewards and incentives systems, and the holistic development initiated by the program both mentally and spiritually. These factors were viewed as a means to alleviate the burden from the family by shouldering a portion of the overhead expenses at school. Meanwhile, the parent’s motivations in sending their children to school would be their personal and moral obligation to provide their kids the right to education; and the vision that education is the key to escape the vicious cycle of poverty. As compelling as it sounded, the rationalized benefits from the perceived outcome of completing or graduating from school, contributed to sustained behavioral change of parents. The findings from the content analyses of the transcripts affirm what Bandura suggests – that behavioral change can be determined by an interplay of both personal motivations and external factors. In this case, the respondent’s behavior, together with their responsiveness towards gaining benefit through rewards and incentives that Eduk-Aksyon program provide, led them to have a sustained behavior. Based on these findings, it appeared that the future social marketing and social mobilization programs can be sealed and ensured if the programs offer both short-term and long-term benefits that could entice parents to be an active influencer for the kids to finish their schooling. For as long as the perceived benefits are rationalized by parents [and the perceived benefits exceeded the costs of education], social marketing and social mobilization programs such as the Eduk-Aksyon could continue to serve as communication platforms that drive behavioral change of the targeted audience which are the parents.
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    Communication and Social Order: A Mother’s Critical Autoethnography of Life with a Child with Down Syndrome
    ( 2017) Samin, Ana Lea R.
    This study brings the concept of power and authority in the center of my communicative performance as a mother to a child with Down Syndrome (DS). Through a critical autoethnography, I delved into my experience as a mother raising a child with DS as we interact with the family, the medical institution and the educational institution. My narrative, reconstructed from a recollection of past experiences and aided by well-kept documents and records, was used to uncover knowledge about the social order and how this is surfaced in communication. In making sense of my experience through my narrative, the marginalization of the social order against my child with DS emerged. The communication that the medical and educational institutions relegated my child to the margins - in the words that were spoken, in documents, and in practice. The social order was to keep the child with DS in her place in the margins of society. My inquiry revealed that this marginalization shaped my communicative performance as a mother into three constructs: family at the core of the social order, reclaiming power from the medical institution and negotiating with the power of the educational institution.
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    The role of social media in the political participation of overseas Filipino workers in Dubai, U.A.E. in the 2016 election
    ( 2017) Nemis, Virgie Leah B.
    Seventy-four active members of the Philippine Institute cf Civil Engineers (PIGE) in Dubai, United Arab Emirates were surveyed to détermine the rôle of social média in their political participation in the 2016 élection. Based on the Agenda Setting Theory, this study provided a descriptive analysis of how the respondents utilized social média particularly Facebook. Four rôles were identified: (1) Connecter- it connected the OFWs back home, (2) Catalyzer- it served as a channel for the respondents to express and discuss their political views, (3) Mediator- it aiso enabled two-way communication between the OFWs and différent parties, and (4) Information provider- it played a rôle in getting information about the processes and mechanics of Overseas Absentee Voting.
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    Social Action Through Facebook: The Case of Yellow Boat of Hope Foundation
    ( 2017) Parungao, Eunice M.
    The advancement of social media brought Facebook to billions of people worldwide. It has become a new art of communication and advertisement used by companies and organizations to create brand awareness and to influence its audience to participate from as simple as Liking and Sharing the posts on their Facebook Pages, to mobilize action by donating or volunteering. This study aimed to identify the kind of communication strategies that NGOs can use to create awareness and participation by looking at Yellow Boat of Hope Foundation’s effective use of their Facebook Page as their platforms to do so. Data collection through observation of posts and emailed questionnaire had served purposes its purpose in achieving the objectives of this study which were to find out the strategies used by Yellow Boat in their Facebook Page usage, and find out if they effectively use the platform in creating awareness through number of people reached or engagement rate in their posts by presenting data of posts per day, number of likes and shares per post, and type of media content posted during a one-month observation period. Findings revealed that the use of visual media combined with emphatic storytelling or compelling stories can create engagement and participation from followers either by liking and sharing of a post to taking real-life action, volunteering and donating.
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    Influence of Media Richness on Undergraduate Students Learning Through and Acceptance of Social Media
    ( 2017) Peñalba, Ericson H.
    This study employed quasi-experimental design to examine the influence of media richness on learning through and user acceptance of social media applications as learning tools. The quasi-experiment, which consisted of three stages and took place over an eight-week period, was carried out with 100 undergraduate students who were assigned to two experimental groups (Facebook-based learning condition and Blogger-based learning condition) and a control group (paper-based learning condition). Anchored on Media Richness Theory by Daft and Lengel (1984), the study determined the differences among the three learning conditions in terms of learning performance, perceived learning performance, perceived learning satisfaction, perceived usefulness, and perceived ease of use. The descriptive statistics results showed that the participants assigned to Blogger-based learning tasks obtained higher pretest and posttest mean scores than Facebook and paper-based group participants. Facebook-based group participants had higher positive ratings of perceived learning performance and perceived learning satisfaction than the two groups. They also reported higher positive ratings of perceived usefulness and perceived ease of use, making Facebook as a more acceptable learning tool than Blogger-based and paper-based learning platforms.
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    Social Media as a Tool for Freedom of Expression Among Overseas Filipino Sales Workers in Abu Dhabi, UAE
    ( 2017) Ortico, Chiara O.
    A total of 100 sales workers were surveyed and five were interviewed in-depth as part of this quantitative-qualitative study to identify what social media do Filipino sales workers in Abu Dhabi use as a communication tool to convey complaints and grievances to the Philippine government, determine issues Filipino sales workers in Abu Dhabi face they may want to express through the social media; and find out how the Philippine government can use social media as a communication tool to reach out to Filipino sales workers in Abu Dhabi. Premised on the Theory of Public Sphere by Jürgen Habermas, the study determined how social media was transformed as the new public sphere. Facebook was identified as the most used social media as a communication tool to express work-related complaints and grievances to the Philippine government. Furthermore, social media as an emerging public sphere in communication through the use of different tools like digital or online platforms can serve as a public sphere among overseas Filipino workers (OFWs) to express their views and opinions about various issues that could affect them and the society as well. Likewise, the exchange of ideas and thoughts between the Philippine government and OFWs could create, amend, and solve issues pertaining to OFW conditions while working outside the country. As the new public sphere, social media can indeed become a potent tool for communication and for exercising freedom of expression. Four themes were drawn to explain social media use such as facetalkation, facemation, facetagnation, and facewatch.
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    Attributes of the Metro Manila Development Authority’s Facebook Page and Influence on Citizen’s Social Engagement and Participation on Posted Public Issues
    ( 2017) Espino, Marga Alyanna A.
    The Metro Manila Development Authority's (MMDA) Facebook page is among the top 15 government-associated pages in the Philippines. With its goal of widening its reach and promoting active involvement of its followers through their Facebook page, the study examined the attributes of the MMDA Facebook page that influenced active engagement and social participation. This study used the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate and explain the followers' intention and use of the MMDA Facebook page. The data were obtained through an online survey to randomly selected followers, which were analyzed using descriptive statistics through building of regression models. The results demonstrated that performance expectancy, effort expectancy and social influences have a significant effect on a user's behavioral intention to follow and use the MMDA Facebook Page, while facilitating conditions directly affects their usage behavior or engagement. This means that users believe that the MMDA Facebook page can help improve their performance, easy to use, and are supported by the people in their social circle; which resulted in the increase of their intention to use their page. Moreover, since the resources to use it are available, the more reason that they utilize the page, which improves engagement.
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    Like, Follow, Subscribe: The Influence of Smartphone Usage on Social Behavior Among Millennials
    ( 2017) Punsalan, Beverly Shane G.
    The trend of social behavior among millennials has been changing over the course of the years since the introduction of the smartphone. Based on the 2017 survey in the United States, about 3 out of 4 Americans mentioned that they have either an iPhone or an iPad [as smartphones]. The phenomenon has given such an alarm as the iGens (born between 1995 and 2012) have had drastic and unparalleled behavior change – which included rising rates of ‘unhappiness’, depression and worst, suicide rates among the youth have exceeded the homicide rate in 2011. This study aimed to determine if there is conclusive evidence that the use of smartphones have a significant adverse effect on the youth’s social behavior. This research anchored on the Uses and Gratification Theory and Technological Determinism to investigate and explain the impact of smartphone usage among millennials’ social behavior. Results show that the costs and adverse effects on social behavior [evidenced by the rising cases of exposure to cyberbullying, pornography, sex, behavioral change, rising cases of millennials being ‘anti-social’] can be significantly explained by excessive smartphone usage and costs outweigh the benefits of smartphone usage by a margin of 10%. Overall, the two ways of smartphone usage which are text messaging and call duration, impact interpersonal communication. The conflicting effects of text messaging and taking calls to the number of bonding hours [reflecting social behavior] can be attributed to the fact that text messaging is more likely possible to be done simultaneously while bonding with one’s family, whereas taking a call takes away time from the family as one concentrates in talking to the caller. Based on the results of this study, institutions, like schools and homes, can implement measures that would regulate the smartphone usage by the millennials and thus, minimized if not totally eliminate the adverse effects of excessive phone usage. Further, as this research is not time-bound and conducted only at the time the survey was handed out, the researcher recommends further study to better quantify the impact of smartphone usage on one’s social behavior and interpersonal communication.
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    Transforming B’laan Communities Through Communication: The Case of the UP Manila Community Health and Development Program
    ( 2017) Olivares, Ena Marie S.
    Twenty four B'Iaan residents of Barangay Kalkam in Tupi, South Cotabato were surveyed to détermine how UP Manila Community Heaith and Development Program (CHDP) attempted to transform them by exploring normative changes. Anchored on transformational communication framework inspired by Flor and Smith (1997), the study identified the communication approaches employed in transforming B'iaan's responses to CHDP using KAP study; and elicit findings on normative changes through videography. Results showed that heaith communication interventions are limited to printed média and face-to-face communication; Heaith Development Education is moderately understandable, readable, and accessible (mean = 2.75); and social mobilization efforts involved little participation (mean = 2.4). It was aiso revealed that Systems approach to communication is open and participatory, but not feedback-driven. Respondents believed that CHDP is not difficult to follow, convincing, ethical and can improve healthy lifestyle (mean = 3.24). Using videographic codes, normative changes on issues pertaining to malnutrition, dengue campaign and teenage pregnancy were not évident. Although CHDP is currently not operationalizing the idéal development communication intervention which triggers societal transformation among B'Iaan entities, the rich use of interpersonal verbal messages, fréquent personal interaction and the use of indigenous média can be improved to transform them.