FICS Theses and Dissertations

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https://repository.upou.edu.ph/handle/20.500.13073/2
Theses and dissertations by graduate students from the Faculty of Information and Communication Studies.

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Browsing FICS Theses and Dissertations by Title

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    Artificial Intelligence in Social Sciences: Behavioral Intention and Use Among Students in a State University in Central Luzon, Philippines
    ( 2025-04-17) Soliven, Paolo Carl
    This study assessed the views and usage of AI among social sciences students in a state university in Luzon, Philippines, using the Unified Theory of Acceptance of Technology (UTAUT) theory. A total of 311 students were chosen through stratified proportional sampling and surveyed using Google Forms for 8 days. Data underwent statistical tests such as T-test and correlations (Point-Biserial, Spearman's rank, and Phi Coefficient). The behavioral intentions and actual use of AI among students were high. They actively utilize AI such as chatbots (e.g., ChatGPT) and writing assistance tools (e.g., Grammarly and QuillBot) to enhance their learning and assist with academic tasks. They hold a positive perception of AI, particularly in terms of performance expectancy and effort expectancy. They believe that AI enhances their academic performance and is easy to use. However, students remain neutral regarding social influence and facilitating conditions, suggesting that they feel neither strongly encouraged nor discouraged by their peers to use AI. Additionally, they perceive external support for AI as neutral, indicating a perceived lack of encouragement from academic institutions regarding its use. Students' attitudes toward AI are also neutral, due to the absence of standardized guidelines and implementation strategies from academic institutions. This seems to have created uncertainty, as students are unsure whether they are encouraged or discouraged from using AI. As a result, they approach the ethical use of AI with caution. Despite these, they still intend to use AI to enhance their creativity and ideas, innovate their academic methods, and improve the quality of their work.
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    Artscience Thinking for the Global South
    ( 2022-02-22) Maranan, Diego S.
    Pluridisciplinary practices that span art and science are well-known in Western research and creative communities. Some of the most interesting and significant of these works confront audiences with deep questions about "life, the universe, and everything” (with apologies to Douglas Adams). But in the Global South—where addressing basic human needs, achieving economic and political security, and adapting to the unfolding climate crisis—are widely regarded as priorities, is there even space or time for the same? Using recent artscience research and creative projects I have been involved in, I argue that despite—or indeed because—of the challenges confronting the Global South, research, practice, and education on the intersections of the arts and the sciences is more necessary than ever.
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    Beyond the Crescent: Exploring Perceptions of the Philippine Halal Logo Among Young Non-Muslim Filipino Consumers
    ( 2025-05-14) Jimenez, Maria Alexine P.
    Can a logo intended to represent religious principles transcend its roots and become a universal symbol of health? In the Philippines, where approximately 91.5% of the population is reported to be Christian ("Religious affiliation in the Philippines (2020 census of population and housing)," 2023), the government has actively promoted locally made Halal-certified products through initiatives mandated by the Philippine Halal Export Development Program (Senate and House of Representatives Philippines, 2016). Central to these efforts is the introduction of the official Philippine Halal logo (Caybot, 2019). But can this marker truly resonate beyond the Muslim community and symbolize broader notions of health, cleanliness, trust, sustainability, and quality for everyone? This research presents a creative visual perception test, describing how the logo’s design elements-particularly its prominence, messaging, and imagery-influence perceptions of health, trust, quality, and purchase intentions among young non-Muslim Filipino consumers residing in Quezon City. Using a purposive, non-random sample of 311 respondents, the study employed descriptive analysis to explore awareness of and attitudes toward the Philippine Halal Logo. Guided by the Elaboration Likelihood Model (ELM), this study used a mixed-methods research design, combining quantitative surveys with qualitative insights. The findings reveal that while respondents generally have favorable impressions of the logo and its visibility, statistical analysis showed no significant effect of logo size alone on perceived health benefits. Messaging such as the text “Clean Food” resonated well with safety-conscious consumers, but it did not show a statistically significant advantage over other text options. In contrast, a green color scheme for the imagery significantly enhanced associations with cleanliness and sustainability. The synergy of these design elements-rather than any single factor-created the strongest positive impact on health perceptions and purchase intentions within this sample. Furthermore, respondents who engaged in the central route of processing information demonstrated greater cognitive engagement and more positive attitudes toward Halal-certified products, supporting key principles of the Elaboration Likelihood Model (Petty & Cacioppo, 1986). It is important to note that, due to the purposive and non-random sampling method, these findings are descriptive and reflect only the views of the surveyed group; they are not representative of all young, non-Muslim Filipinos in Quezon City or the Philippines. The study’s limitations highlight the need for future research across more diverse regions and with randomized samples to better capture the broader demographics. In terms of development communication, the results demonstrate how strategic visual design and messaging can help transform cultural symbols into more universal markers of trust, health, and quality (Page & Lim, 2022). Recommendations include optimizing the Philippine Halal logo’s design particularly through the use of green color and clear, health-focused messaging-launching targeted awareness campaigns that emphasize “Clean Food,” and establishing standard policies to unite MSMEs and businesses in communicating their Halal-certified products. By bridging cultural divides through effective branding and social marketing, this study highlights the potential of Halal certification to foster inclusivity and drive sustainable growth in the Philippine food industry.
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    Conduct of Facebook Page Content Creation of a Not-for-Profit Virtual Community in the Philippines: An Autoethnographic Study of a Filipino Online Community Manager
    ( 2025-03-11) Lopez, Gabrielle Angeli V.
    This study explored how Facebook content creation is conducted by a not-for-profit virtual community in the Philippines and the meaning or motivations behind these practices from the perspective of the researcher, a Filipino Online Community Manager. Utilizing Autoethnography and Grounded Theory as a methodological frameworks, the researcher analyzed textual artifacts from 2021 to 2024. Thematic analysis was employed supported bu MAXQDA software, a qualitative analysis software, to guarantee organized coding and efficient theme identification despite the breadth of data. The findings revealed that Facebook content creation is conducted through practices such as employing diverse content themes and formats, promoting collaborative engagement with members and partners, implementing strategic content creation and management system (e.g., use of social media calendars, standardized design guides, and content storage banks), leveraging data-driven audience insights, and optimizing posting schedules and frequency strategies. The study further identified key motivations behind these practices, including building meaningful member connections, utilizing social monitoring for community improvement and as a content creation guide, increasing community awareness, promoting growth, fostering trust and credibility, and encouraging member participation. Recommendations include diversifying content formats and themes, conducting regular social monitoring, encouraging contributions from members and partners, and leveraging data-driven insights to refine strategies. Strategic content creation and management practices—such as maintaining content storage systems, using social media calendars, and optimizing posting schedules were also highlighted as vital for enhancing engagement and content creation process' effectiveness. The study's findings have broader applications in fields such as Advertising, Marketing Communications, Organizational Planning, Corporate Social Responsibility, Advocacy and Social Mobilization, Public Relations, and Information Studies. An assessment guide for social media content creators of for-profit and non-profit organizations, specifically Facebook content creators, and online community managers was also created by the researcher which can be potentially used as a reference in the conduct of their Facebook content creation process.
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    Construction of Entertainment News as a Collaborative and Negotiated Communication and Discourse: An Autoethnographic Study
    ( 2025-04) Donato, Jerry D.
    The qualitative study investigated how Entertainment news as a discourse and its meaning come into being. It also interrogated the roles of editorial and Public Relations and Corporate Communications personalities who take part in it, the communication systems and the power relations that enact and shape the construction of Entertainment news. Utilizing analytic autoethnography and thematic analysis, the 10 themes that emerged were “Source” of the “source” of Entertainment news; What and who lands on the Entertainment page; The avenues and sites for Entertainment news; What questions to ask and get to ask; Questions and answers as basis for Entertainment news; The culture of giving; The writer’s making sense of Entertainment event; Entertainment narratives: Events to personalities; Stories people are talking about and whose voice; and New way of gathering and writing Entertainment news. They also revealed different points of communication, collaboration, negotiation and tension in relation to the construction of Entertainment news. Themes were based on the recollections and experiences of the researcher and the five other informants. In the interplay of their voices, the researcher’s perspective took the lead in understanding how Entertainment news emerges. Using Fairclough and Foucault’s conceptions of discourse and Berger and Luckmann’s The Social Construction of Reality as lenses, the study analyzed and discussed Entertainment news, from the text and discursive levels to the social practice level and encompassing surfaces of emergence and authorities of deliminations, and the habitualization, institutionalization and legitimation of practices and policies. The qualitative study legitimizes the value of Entertainment news and that it is never a neutral site of communication and discourse.
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    Drag as Creative Expression: Exploring the Lived Experiences of Filipino Drag Queens in Reality Shows
    ( 2025) Trinidad, Niño Mel H.
    This study examines the lived experiences of Filipino drag queens in local drag reality shows, Drag Race Philippines and Drag Den with Manila Luzon, and how these shape their creative expression. Using a transcendental phenomenological approach, in-depth interviews with four participants reveal drag as a powerful and evolving art form that challenges heteronormative norms and promotes LGBTQ+ visibility in a society where queer identities are often marginalized. The research highlights how drag is not only a mode of artistic expression but also a form of resistance that reshapes cultural narratives and identity. While reality shows provide a valuable platform for visibility and social transformation, they also introduce challenges such as media commodification and the reinforcement of stereotypes. Participants shared how their creative autonomy was affected by the narratives constructed by television, limiting the authenticity of their drag personas. Despite these constraints, Filipino drag performers continue to use their art to inspire change, confront stigma, and redefine gender and sexual norms. This study contributes to the broader discourse on media representation and LGBTQ+ visibility in the Philippines, offering insights for media practitioners, policymakers, and advocates seeking more inclusive and respectful portrayals of the drag community.
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    Exploring Philippine Futures Through Intergenerational Lenses: Four Alternative Scenarios of the AmBisyon Natin 2040 Vision
    ( 2025-07-15) Peralta, Ray Daniel G.
    This study probes the alternative futures of the Philippines through the lens of AmBisyon Natin 2040, the nation's long-term vision for a matatag (strongly rooted), maginhawa (comfortable), at panatag (secure) na buhay. Utilizing Jim Dator's Four Scenario Archetypes-Growth, Collapse, Discipline, and Transformation - the research constructs four plausible, divergent futures to support more adaptive, inclusive, and forward-looking development planning. Drawing on intergenerational Focus Group Discussions (FGDs) with participants from Generation Z, Millennials, and Generation X, the study applies participatory foresight tools including the Futures Triangle, scenario matrix plotting, and narrative co-creation to capture how each cohort’s distinct experiences, values and priorities shaped the drivers, barriers and trade-offs embedded in each scenario. Incorporating intergenerational perspectives strengthened both the credibility and relevance of the scenarios. Generation Z often pushed for forward-looking and innovation-oriented pathways, Millennials grounded the discussion with pragmatic system-level insights, while Generation X contributed historical awareness and stability-focused considerations. Together, these dynamics shaped the development and character of each archetype. The Growth scenario affirms the current trajectory envisioned in AmBisyon Natin 2040, reflecting incremental improvements in governance, education, health, and digital infrastructure. It presents a future that is stable and moderately inclusive, yet still constrained by persistent structural inequalities. The Collapse scenario envisions a breakdown of institutions, widespread disillusionment, and systemic dysfunction brought about by unaddressed political, economic, and environmental crises. It serves as a cautionary tale of neglecting present vulnerabilities and failing to build societal resilience. The Discipline scenario imagines a tightly controlled society in which peace and stability are achieved through centralized governance, strict policies, and enforced conformity. It highlights the trade-offs between security and civic freedom, and the consequences of prioritizing order over participation. The Transformation scenario presents a radically reimagined Philippines where inclusive innovation, decentralized governance, and cultural revitalization redefine national progress. It explores a break from the status quo, illustrating how deep systemic shifts-fueled by emerging technologies and social movements-can produce a more equitable, empowered, and regenerative society. These narratives were translated into short-form animated videos to maximize accessibility, emotional resonance, and engagement across generations and sectors. In doing so, the study advances development communication by blending foresight and visual storytelling to foster public imagination, policy reflection, and futures literacy. It underscores the importance of integrating participatory, creative, and generationally diverse approaches into national planning processes, especially as the Philippines navigates uncertainty on the path to 2040.
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    Exploring the Digital Community Building Among Filipino Gay Men with HIV in Alter Spaces
    ( 2025-07-15) Villaester, Maurice Jitty M.
    The HIV epidemic in the Philippines continues to rise, with Filipino men who have sex with men living with HIV (MSMLHIVs) facing persistent stigma and discrimination that impact their health management, emotional well-being, and social support systems. In response, many MSMLHIVs have turned to alter accounts on X (formerly Twitter) as a means of building and sustaining digital communities, where they can freely express themselves while maintaining anonymity. This study employs descriptive phenomenology to explore the lived experiences of MSMLHIVs in these digital spaces, particularly focusing on how alter account interactions influence their personal health management, emotional resilience, and sense of belonging. Findings reveal that alter communities on X serve as safe spaces where MSMLHIVs can seek peer support, exchange health-related information, and navigate identity formation without fear of judgment. These communities provide psychosocial benefits, offering a sense of security, solidarity, and empowerment. However, challenges such as misinformation, emotional detachment, and digital trust concerns also emerged, highlighting the complexities of navigating online anonymity. While digital interactions supplement gaps in offline support systems, they do not fully replace the need for institutional interventions, inclusive policies, and structured mental health programs. This study contributes to the discourse on digital community-building, queer safe spaces, and health communication by providing critical insights for health professionals, policymakers, and social media platforms to improve inclusive and stigma-free support systems for MSMLHIVs. Future research is recommended to explore longitudinal effects of digital community engagement and the role of AI-driven interventions in HIV advocacy and mental health support. Keywords: MSM, PLHIV, HIV stigma, digital communities, alter accounts, social support, health communication, phenomenology
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    How Online Collaboration Makes Telework Possible: An Ethnomethodological Study
    ( 2025) Diopenes, Leah Gean A.
    This ethnomethodological research employed conversation analysis (CA) to examine how the communicative practice of online collaboration makes the phenomenon of telework possible. This study was framed within the perspective of the sociocultural tradition that theorizes communication as “a symbolic process that produces and reproduces shared cultural patterns (Craig, 1999, p.144).” Through conversation analysis, this study revealed teleworkers’ tacit, unacknowledged, and taken-for-granted collaborative practices, as well as their common sense, which enables them to create order and achieve work. This study utilized a pre-recorded Zoom recording of a remote session conducted by teleworkers. The pre-recorded remote session recording aligned with CA’s preference for recorded conversations, which are more natural and non-experimental, rather than provoked by the researcher (ten Have, 2011e, p. 4). The online written interaction found in the remote session recording was also added to the dataset used in this research. This study was guided by the research questions: “What practices do teleworkers employ to accomplish the organization? What organizational arrangement is created in telework?” Its findings include discovering six key practices that enable telework, which are: connecting, synchronizing/coordinating, sharing information, using digital technologies, initiating repair, and complying with data privacy and information security policies. It also proposed an organizational arrangement of telework, which provided a representation of how social order is formed during telework and a symbolic representation of how online collaboration is constituted for the purpose of accomplishing telework.
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    Space and Exchanges: Information Grounds of Selected Filipino Migrants in Bangkok, Thailand
    ( 2025-01-17) Tacusalme, Oiko B.
    This study explored the information grounds (IG) of Filipino migrants in Bangkok (FMTs) by examining the characteristics of significant places for information exchange, the types of information sought and shared, and the social dynamics involved in these interactions. Guided by the Information Ground Theory and utilizing Fisher et al.'s (2007) people-place-information trichotomy as an analytical framework, the research employed a quantitative survey with 101 Filipino migrant respondents recruited through purposive and snowball sampling. Data collected via an online survey revealed that FMTs communicated in both physical spaces and increasingly in digital environments as they mentioned social media, workplaces, and churches as their primary IGs. These IGs are frequently visited for information exchange and social interaction, with preferences influenced by convenience and accessibility. The information shared often centers on work-related issues, personal matters, and news from the Philippines. Most FMTs interact in small groups of five or fewer, playing the role of information seekers while fostering moderate familiarity among members. Social interaction remains a primary motivator for engagement in these IGs. In conclusion, IGs are vital lifelines for FMTs in Bangkok, providing not only access to information but also fostering resilience, community ties, and adaptability in a foreign context. Strengthening these IGs through targeted strategies can address the unique challenges faced by Filipino migrants. This highlights the need for policies that enhance communication and support networks, and ensuring that FMTs thrive while preserving their cultural identity and connections.
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    The Development of a Web-based Membership Tracking Information System for a Karate Martial Arts School in the Philippines
    ( 2025-08-19) Berris, Oliver Lester
    A karate martial arts school that has many branches in the Philippines faced challenges in managing its growing membership base and keeping track of important information, which resulted in inefficiencies, errors, and decreased member satisfaction. To address these issues, a karate martial arts school in the Philippines needed an effective membership tracking information system to automate membership management, improve communication, streamline data management, and enhance member engagement. The methodology used to prove the successful implementation of the proposed information system was to utilize the Technology Acceptance Model (TAM), Socio- Technical Systems Theory (STS), and the Information Processing Theory (IPT). The Web-Based Membership Tracking Information System (WBMTIS) was developed to provide better accessibility, present up-to-date information on karate practitioners, and create a customized platform tailored to a karate martial arts school aimed at utilizing open-source technologies. Throughout the development process of WBMTIS, frameworks such as Scrum and ADDIE, were used with modifications to these frameworks in order to aid in the successful implementation and acceptance of the system based on information system theories included in the research. The research helped in identifying the unique needs of the karate martial arts school and tailor-fitted the system according to the stakeholders wants and needs. The overall result of implementing the WBMTIS affirmed the system’s functional effectiveness and high level of user acceptance due to a yielded mean score of 91.25 based on the usability testing conducted using the System Usability Scale (SUS), therefore classifying the WBMTIS under the usability category of “Excellent”. The information system theories used in the study were grounded in TAM, STS, and IPT, which assisted in the system’s design, human-computer interaction, and adoption strategy. These frameworks supported the evaluation of the system’s ease of use, social and organizational integration, and cognitive efficiency in information processing. The study concludes that the system successfully met its objectives and offers a practical model for digital transformation within martial arts organizations. Recommendations for future enhancement include the integration of an online payment gateway, push notifications, calendar synchronization, an internal messaging module such as chat, an advanced analytics dashboard, and an e-learning component to extend instructional reach and system functionality.