Faculty of Information and Communication Studies

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    17 MOOCs In Six Emerging APEC Member Economies –Trends, Research, and Recommendation
    (Routledge, 2020) Jung, Insung ; Garcia Mendoza, Gibran A. ; Fajardo, Jennifer Christine ; Figueroa, Roberto B. Jr. ; Tan, Siaw Eng
    A collaborative team of five foreign researchers who reside in Japan purposefully conducted research to describe the development of MOOCs in Thailand, the Philippines, Malaysia, Indonesia, Vietnam, and Mexico. It is important to point out that these countries represent six emerging economies that are members of the Asia-Pacific Economic Cooperation (APEC). It seeks to answer three key questions: (1) When did MOOCs begin in APEC countries in Southeast Asia and Latin America? (2) How did they develop? (3) How were they supported? To accomplish these goals, research articles published in relevant local, regional, and international journals together with related books and reports were thoroughly examined. Furthermore, interviews of local experts were also conducted to provide meaningful context. This chapter begins with a review of the overall trends of MOOC growth in the six selected countries. It then discusses research findings and local experts’ comments on MOOC-based learning experiences and points out various challenges currently faced as well as apparent opportunities moving forward. Finally, it concludes with several valuable lessons learned from the MOOC experiences of those emerging economies.
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    1KYUSI: A Centralized Web-Based Information Management System for the Local Government Of Quezon City
    ( 2022) Simbulan, Martin Joseph W.
    This paper aims to design and develop a centralized web-based management information system for efficient and accessible recordkeeping that will in turn, improve the delivery of basic social services by the local government units and their preparedness for disaster response. 1Kyusi will therefore serve as the data bank of every person residing in every barangay in Quezon City. The system aims to have an updated record of every individual but still adheres to Republic Act 10173 or the Data Privacy Act of 2012. 1Kyusi will greatly impact the project initiatives and disaster response of the Quezon City local government through its implementation at the barangay level under the management of the local government.
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    21st Century Philippine Hybrid Community Radio: The Case of Radyo Kailian
    ( 2019) Francisco, Annabelle B.
    Using case study as an approach, this work analyzed in-depth the hybridity of Radyo Kailian, a community radio station in llocos Sur, Philippines. Findings reveal that Radyo Kailian has a well-defined organizational set up which addresses the crucial interrelationships that influence the behaviour of its members. This hybrid CRS has a leader who nourishes the culture and climate within the organization through building of executive support. However, the realization of the vision for Radyo Kailian is not only the work of its top level management rather it is achieved through unitary cognizance, teamwork, and collaboration among the station personnel and community radio council officers and members. To further understand Radyo Kailian, the management require seeing the whole system through initiating research works and regular evaluations which lead them to carefully analyze existing knowledge, data, and context. The broadcasting platform of Radyo Kailian as a hybrid CRS has become more powerful in terms of building larger communities enhancing its production and improving community members' engagement and participation yet it has maintained its traditional programming and is able to preserve its program contents tailored fit to the needs of its target glocal community. As a hybrid CRS, Radyo Kailian has blended with the Internet transforming the medium into an audio-visual platform. The visual online exposure enhances the broadcasters' positive perception about themselves and the agencies they respectively represent. While the community radio has become an audio-visual platform, what differentiates it from other typical audio-visual media is the immediacy of feedback from both the broadcasters and the listeners as well. Moreover, the emancipation in the blended platform paves the way for these broadcasters to encompass the freedom to tackle topics of any kind regardless of gender specificity without experiencing social stigma. Broadcasters in the hybrid CRS particularly the male ones are not only limited to discuss masculine-related topics when they broadcast on air and online. However, the privileges they enjoy also bring consequences. Broadcasters bear with them greater responsibility not only to themselves but also to their on air and online listeners/viewers. Taking the responsibility of securing the enormous quantity of information present in the platform and being able to filter this information and identify what is genuine and valuable for their listeners/viewers are vital survival skills of broadcasters in the hybrid CRS. Furthermore, the visibility in the online environment also threatens their privacy and security. Hence, they self-regulate and manually filter the influx of information The liquidity of information in the world wide web and the absence of concrete laws to protect them remain potential threats to the optimal use of the online platform in Radyo Kailian.
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    A Case Study on the Use of Multimedia in Resource Mobilization and Advocacy Work of Upland NGOs the Cases of the Kalahan Educational Foundation (KEF), Koalisyon Ng Katutubong Samahan Ng Pilipinas (KASAPI) and the Upland Marketing Foundation Incorporated (UMFI)
    ( 2012) Martinez, Diana Jean
    Multimedia is known to facilitate communication with and heighten awareness of the target audiences. It obliterates distance and time as it provides accessibility and interactivity at any time and at any place, although several technical considerations have to be considered as well. The study aims to contribute to the limited information on NGOs, particularly on the small to medium sized upland NGOs' usage of multimedia. This study looks at the multimedia capacity of these organizations, as well as the multimedia material, tools, and applications being utilized by upland NGOs in their activities particularly in fund sourcing and advocacy initiatives. It also attempts to determine the effectiveness of these multimedia applications according to the purpose by which these were adopted. The study shows that there is a wide recognition of the immense capacity of multimedia in information dissemination in general and upland NGOs are currently utilizing various multimedia applications and tools in project implementation, resource mobilization and advocacy support. Effectiveness of these applications has also been rated to be very effective where desired output was completely achieved.
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    A Communication Analysis of Climate Change Knowledge Gaps Between Uplands and Lowlands Farmers in Nueva Ecija, Philippines: A Validation of the Knowledge Gap Theory
    ( 2018) Irabagon, Maria Loida D.
    This study primarily aims to determine the knowledge level of 120 upland rice farmers and lowland rice farmers in Nueva Ecija, Philippines on climate change, with the hope of validating the Knowledge Gap Theory by Tichenor, Donohue, and Olien. In validating the said theory, the study looked into the relationship of the respondents' socio-economic status with their knowledge level on climate change as hypothesized in the theory. It also aims to recommend policies on disseminating climate change knowledge and information particularly at the local level. The study used the snowball sampling technique and the data were gathered using quantitative and qualitative methods. The T-test analysis and Pearson Correlation Analysis was used to determine the knowledge level of the respondents and to test the relationship of the variables. The results show that the respondents from the upland and the lowland were knowledgeable about climate change, its causes, effects, and impacts as well as to the climate change programs of the government. The respondents, however, were Only slightly knowledgeable on the technical aspects of climate change. Most of them were also not familiar with some of the recommended adaptation technologies as those technologies were not introduced to them. Additionally, the results of the key informant interviews revealed that the local government unit of Carranglan„ Palayan City, and San Isidro, Nueva Ecija were active in disseminating climate change knowledge and information and adaptation technologies. They did this through the conduct of different activities such as seminars, Farmers Field School, and Lakbay-Aral. Of the four local government units (LGUs), Guimba had the least number of activities on agricultural extension concerning climate change adaptation. The communication activities of various research and development and academic institutions such as the Araullo University, Central Luzon State University, and Central Luzon Agriculture and Aquatic Resources Research and Development Consortium also helped in educating the respondents on climate change. Drawing on from the results of this study, it is recommended that researchers should explore the effect of other factors—particularly the social and communication factors—in studying the knowledge gaps among groups of interest especially if the form of knowledge that will be tested is global in nature and one that includes technological interventions. It is also recommended among LGUs to strengthen their extension services on climate change. The study also recommends, in particular, the continuous implementation of the Farmers Field School and partnerships with.
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    A CSR Practitioner's Communication Practices in Engaging the Local Community in Watershed Conservation: An Autoethnography
    ( 2024) Amata, Dennis John M.
    This study aimed to answer the following questions: What are the CSR practitioner’s communication practices in engaging the local community in watershed conservation and what are the underlying views and assumptions of the communication practices? By positioning himself as the primary subject, the researcher employed autoethnography to deeply explore his interactions and communication practices used to engage a local community. Autoethnography as a research framework and methodology not only allows for an in-depth and reflective examination of his personal experiences but also provides a rich, nuanced understanding of the complexities involved in community engagement. The research methodology included gathering and review of the CSR practitioner’s personal journals during the implementation of the project from 2022- 2023, as well as a thorough review of related literature. Thematic analysis was employed to identify and explore recurring themes and provide insights into the patterns of his engagement with the local community. His journals were classified into two vignettes which included his communication practices when in project implementation and when the community is in conflict. Four communication practices during project implementation emerged in the analysis of data: engaging and empowering community leaders, integrating the local community’s wisdom and traditions; engaging the community in a long-term partnership; and recognizing literacy constraints. Each of these practices is made up of sub-practices, including: ● Sharing roles and responsibilities with the community ● Letting the community lead the completion of the project ● Including local voices in decision-making ● Inviting community leaders to educate employees and stakeholders ● Being mindful of local customs and traditions ● Respecting hierarchical structures ● Using the local language ● Involving community members in the storytelling process ● Bridging the language barrier ● Visiting the community to personally connect ● Immersing in the local community The findings from this study can inform more effective CSR communication practices and contribute to the growing body of research on the role of communication in fostering successful community engagement and partnerships in sustainability initiatives.
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    A Descriptive Analysis of C4D Model in CSR Communication – The Amway Philippines “One by One Campaign for Children” Case Study
    ( 2018) Ochoa, Michelle P.
    Corporate Social Responsibility (CSR) communication happens extensively during project implementation, across various levels, and between various stakeholders. The importance of communicating the message and intention of the company is vital to the achievement of sustainable goals for individuals and communities that benefit from such initiatives. Amway Philippines' “One by One Campaign for Children” is a global campaign supporting various children’s causes worldwide. In the Philippines, the program is aimed at SDG 4, or supporting quality education through a values-laden literacy through storytelling campaign under the Department of Education’s Adopt-A-School Program (ASP). It was proven that in all locations where the Amway business operates, public school partners and students benefited from library renovations and other related support activities, which resulted in a sustainable relationship through effective communication and technology, such as email communication, social media channels, that mobilized volunteers across the organization. Morsing and Schultz (2006), noted that engagement in present times requires a more sophisticated and ongoing stakeholder awareness and more focused CSR communication strategies than previously. This solidifies the need to make a CSR communication platform as that is “sustainable” and more attuned to the needs of various stakeholders. The element of “sustainability”, makes the Amway Philippines One by One Campaign a movement to uplift the lives of its beneficiaries. The communication for development (C4D) model, allows the campaign to tap into various forms of communication, and utilize the technology that allows the implementation on a global and affiliate level. The barriers of distance and time is no longer a challenge since the messaging tools are freely utilized using email, social media channels, and the Amway web-based resources such as blogs, microsites, and websites. Feedback is gathered, and dialogues are made to open up the communication lines either personally or through technology-aided communication.
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    A Digital Platform for the Documentation and Exploration of Drag Culture and Artistry in the Philippines
    ( 2025) Bacanes, John Victor R.
    Makulay: A Digital Platform Prototype for the Documentation and Exploration of Drag Culture and Artistry in the Philippines is a project addressing the need for structured, inclusive, and accessible digital spaces for Filipino drag. Filipino drag remains underdocumented even though drag has gained visibility through popular culture and media. To address this gap, Makulay is designed as a digital platform that functions as a cultural archive, educational resource, and community hub dedicated to preserving and amplifying drag artistry in the Philippines. As informed by Queer Theory, Performance Theory, and the Queer Speculative Design for Cultural Empowerment (QSDCE) framework, this study employs a User-Centered Design (UCD) methodology. These perspectives guide both the conceptual grounding and design process, hence it ensures that the platform is inclusive, responsive, and culturally empowering. With that, the prototype integrates features such as drag artist profiles, an interactive historical timeline, a drag culture dictionary, a multimedia repository, and virtual interactive community hub. The data collection involved in this study were interviews, surveys, and user evaluations, which were analyzed thematically to identify user needs and challenges. Findings highlight four recurring themes: the urgency of archiving drag culture, the demand for representation and visibility, structural challenges faced by drag communities, and the potential of digital platforms to provide spaces of preservation, education, and empowerment. By situating Filipino drag within a digital framework, Makulay contributes to cultural preservation, queer representation, and multimedia design practices. The project demonstrates the role of digital platforms in legitimizing drag artistry and sustaining community engagement.
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    A Grounded Theory of Developer Communication in Extreme Programming Practices
    ( 2024) Viray, Ben Hur C.
    There is evidence that Extreme Programming (XP) software development practices are still actively used by Information Technology (IT) projects under the Agile methodology, one of the famous software development life cycle (SDLC) models. However, more information about the communication between programmers or developers for these XP practices is needed. Thus, this study, employing a constructivist grounded theory (CGT) design which emphasizes the construction of knowledge through the interpretation of data, was conducted to explore developer communication for significant XP practices. For the initial data, the researcher was fortunate to have the participation of eleven out of fifteen IT professionals, each with at least a decade of work experience. Their expertise was invaluable in shaping the direction of the research. Three out of four identified developers also participated in a follow-up questionnaire. Subsequently, semi-structured key informant interviews were conducted, focusing on their top three practices: Planning Game, Test-Driven Development (TDD), and Small Releases, which were selected based on their perceived importance in IT projects. During the interviews, it became evident that the developers play multiple roles, each significantly influencing communication. These fourteen identified roles highlight their work’s diverse and complex nature: Assessor, Collaborator, Coordinator, Designer, Developer, Documenter, Interpreter, Learner, Mentor, Negotiator, Presenter, Researcher, Tester, and Translator. The developers interacted with seven teams categorized into four groups based on their modes of communication: Direct Managers and Change management under Linear-Interactional, Business Team under Interactional, External Developers, Functional Resources, and Technical Team under Interactional-Transactional, and Transactional-Interactional for Internal Developers. With all the combined practices, roles, and interactions, this study has proposed an XP Developer Communication (XPDC) model. This framework can serve as a guide for understanding and improving developer communication in XP projects. For instance, it can help identify the key roles and their communication needs or guide the selection of appropriate communication modes for different teams. Although not all XP practices are covered, the components are enough to cover all the essential developer communication practices in XP.
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    A Himalayan Trekkers's Journey of Self-Discovery, Self Knowledge and Consciousness Through Dialogue Towards Embodied Communication within the Phenomenological Framework
    ( 2023) Vale, Rizalyn B.
    Self-discovery, self-knowledge and awareness, alertness and consciousness (in a state of Mindfulness) are keys to experiencing the fullness and exuberance of daily living, the very essence of human life and existence. It is through the quality (or non-quality) of human experiences of everyday living are derived or defined, or refined, our respective meanings and purposes in life. The Question of – what brings quality to daily life or our entire lives depends on the answers one provides which concerns fundamentally – how one experiences life on a day-to-day basis, which becomes weeks to months, then into years. The writer is curious as to how this may be explored, that is, to attaining that “quality of life” and “integrating that quality to everyday”, hence the importance of the topic of interest. Fortunately, the discovery of trekking the Himalayas presented itself, as though an answered prayer to pressing questions of the human heart and mind. To problematize such a dilemma, the study sought answers to the following research questions. I. What are the trekking experiences that evolved my perspectives and interpretations of my lived worlds? II. How do such interpretations communicate its expressions that influence my narratives of self-knowledge and consciousness? III. Why is it important to me to recognize the dialogues of such expressions of the self to the self in relation to the interpretations of my lived experiences of trekking? To cast order into such an ambitious inquiry, the research framework consisted of grounding theories such as Phenomenology as a tradition of communication etc. and thematic dimensions which specifically addresses the integration of the five human senses to the lived experiences of the researcher during trekking – which awakened the “intelligence for communication” within the being, thereby improving attention, focus and consciousness (in a state of mindfulness) resulting to meaningful experiences of the self-being and the realities of the outside perceived worlds. The tradition of Qualitative Research was used in the study, particularly the Phenomenological research approach. It provided the techniques to derive or construct a shared meaning of the experiences in trekking, a richer and fuller understanding of the phenomenon of “communication” where it manifested “the whole” (i.e. understanding the meanings of the experiences as it happens through communication within and with others, including the commune with Nature etc). while consisting of consistent assumptions of human nature and society (Evelyn Jacob). The results of the study provided answers to the research questions, as summarized below: 1. The trekking experiences was the game changer - it challenged the body, mind and psychological tenacity – the rough terrain, extreme weather conditions and temperature, high altitudes and eminent dangers of landslides, avalanches and unstable edges of the trail hanging over a cliff etc. It awakened the five human senses and the being within (ie. that which who speaks and truly communicates). It makes the mind to re-examine life and death scenarios, what is truly important in life and the changes that are needed to make life meaningful, and even worthwhile, given that it is indeed short, and for that, it can be taken in any point in time (ie. anywhere, not necessarily in the mountains etc.) 2. The seeking for answers to the dilemma of “what is the quality of life?” impresses the need to understand, which existed in the possibility of communication. In other words, essences of the meaning of life and as to how to improve everyday experiencing in general, were communicated through thoughts, feelings and emotions of the being within – thus the perceptions. Little or no recognition is given to such a happening, a happening of communication, rather to misconstrued illusions by the unconscious mind that over romanticizes the influx of external misgivings of unnecessary information and entertainment of a dulled mind and muted being. 3. It cannot be overemphasized here in the study, the importance of self-knowledge, self-awareness and consciousness (a state of mindfulness) – as it is the key to self-resiliency in many aspects of human everyday life. As a collective, the study is also relevant to Organizational Management level, where it improves the quality of leadership, comradery and communities of practice etc., hence raising the quality of organizational performance, profitability and human resources development. Applicable to the Public & Private Sector organizations, the Development Sector, the Academe etc. The contribution of the above answers to the Communication field is that - attaining self-knowledge, enlightenment (ie. in the context of logical reasoning) and resiliency of human beings - where life could possibly be fully expressed and experienced into existence. Into existence of the experience, manifest the materiality of the lived worlds which can only be experienced in the constituted world of communication. Hence, the study argues that existence can only be experienced through existing in communication – in one’s experience. Thus, the study supports and dares to contribute to the affirmation of other existing literature that - Communication theory as a field, is that of coherence as it exists in all multidisciplinary fields, for without the dialogical-dialectical constitutive nature of communication, no one can know the existence of anything that exists.
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    A Home for Psychotic Depression: Building a Personal Knowledge Base for Meaning-Making in Obsidian
    ( 2025) Velo, Christian Paul R.
    This project outlines the creation of a multimedia prototype for an interactive digital environment that supports meaning-making, particularly in the context of psychotic depression, where meaning-making is severely compromised. The prototype comes in the form of a personal knowledge base (PKB) that captures and explores situational meanings and facilitates assisted meaning-making. The PKB was produced through techniques adapted from personal knowledge management — such as Johnny.Decimal, the Slip-box Method, and Maps of Content — and insights formed from my lived experience with psychotic depression, including a private dataset containing my firsthand account of the condition and other personal information. The methodology employed for the project is an iterative design approach that employs Obsidian third-party plugins, CSS, JavaScript, and Python to extend the functionality of the default Obsidian vault into a PKB optimized for meaning-making. Each iteration was documented using a changelog with semantic versioning. The methodology is rooted in the proposed Multimedia Meaning-making Model for Psychotic Depression (M4PD), a novel integrative framework derived from Hyper-meaning (van Os, 2014), Kegan’s Theory of Meaning-making (Kegan et al., 1982; Kegan, 1994), and the Meaning Making Model (Park, 2022). The project spanned an estimated 1 year, with the latest version of the PKB at Version 2.2.0. The PKB has multiple features that collectively enable the streamlined capture and exploration of situational meanings — which are excessive in states of psychosis — and facilitate assisted meaning-making, which addresses the disruptions to global meaning caused by depression. It is to be noted that the PKB successfully produced a topological network of over 12,000 nodes, comprised of entries about psychotic depression and my personal life from 2018 to 2025, suggesting an emergent yet unrefined map of my meaning-making. The results presented in this project are part of an ongoing, larger effort to develop an interactive digital environment for supporting meaning-making. The project concludes with a call for a future product, unique enough to warrant its own designation — the Personal Meaning Base or PMB.
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    A Narrative Inquiry into the Meaning of Smoking among Farmworkers in Southern Philippines
    (Southeastern Philippines Journal of Research and Development, 2024-09-14) Malinda, Reymark P. ; Flor, Benjamina Paula G.
    Cigarette smoking is recognized as a global health threat. By the same token, it remains highly prevalent in low and middle-income families like farmworkers, despite efforts by the government and private health agencies to prevent smoking. Thus, this study explored the meaning of smoking among farmworkers and how the meanings reproduced their tenets while living in a farming community. To the best of the authors’ knowledge, this is the first study that qualitatively investigated the smoking phenomenon among farmworkers in a rural area in Southern Philippines— a topic that has not been treated in much detail in the literature. The research framework used in this work is the socio-cultural tradition (SCT) of communication theory, which theorizes communication as the (re)production of the social order. Using narrative inquiry, the study delved into the seven narratives of farmworker participants about the meaning of smoking. Individual open interviews were conducted among the participants to elicit stories relative to their experience with smoking. The data were analyzed through re-storying and narrative thematic analysis, yielding five themes constituting their meaning of smoking that reproduced a new social order. Results showed that smoking is (1) a parent and peer influence, (2) a means to manage negative feelings and emotions, (3) a thought-provoker and organizer, (4) a culture among friends, and (5) an integral part of life. All these meanings consequently formed and reinforced a new social order, seemingly an indestructible barrier to smoking cessation. Anchored on SCT, it can be surmised that farmworkers’ tenets, while living in their community, were reproduced by these meanings of smoking that governed their lives.
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    A Narrative Inquiry Into the Sensemaking on Maharlika Funds Among Eucators of a Manila-Based University
    ( 2024) Alviar, Domar C.
    Anchored on narrative inquiry into the sensemaking of nine educators from a Manila-based university, the study analyzed and restoryed their stories about the Maharlika Investment Fund (MIF), a sovereign wealth fund (SWF) approved under the Marcos administration and how these shaped their thoughts. As a developing country, there is doubt the SWF will flourish since it is suffering from inflation, debt, and trade deficit. While the intents are good, there is little understanding about it. Using restorying, thematic analysis, sequence analysis, and word cloud, teachers’ narratives were gathered that led to the following themes and sequencing: distrust and skepticism; lack of understanding and knowledge; concerns over transparency and accountability; perceived risks and benefits; and a need for public involvement and consultation. Distrust and skepticism point to an apprehension about the MIF that resonates a deeper sentiment about government initiatives. Such skepticism could be attributed to historical contexts where the Philippines faced issues of fund mismanagement in the past. The lack of understanding and knowledge about the MIF shows a gap in communicating and educating the public about it. This implies that there is a need for an effective information dissemination system to increase people’s awareness. Transparency and accountability show that a more strategic framework must be developed for MIF operations. As well, the perceived risks outweigh the benefits for fear of flawed financial management and corruption.
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    A Narrative of Haribon’s Online Environmental Advocacy
    ( 2017) Corcuera, Winnie Aurea D.
    This qualitative study aims to understand the experience of Haribon Foundation, a non-government environmental organization, in using social media as a communication platform for environmentalism. It describes the mechanisms used by Haribon to make its presence felt online and investigates how environmental communication survived in an online advocacy. This study was written with a problem-solution or issue-realization sequence in six parts based on William Labov and Joshua Waletzky's natural narrative. These are abstract, orientation, complicating action, resolution, evaluation, and coda. The communication officers of Haribon were observed and interviewed for this study. Results revealed the crucial role of the communication officers as vehicles of information between Haribon and its audience. Communication officers are advantaged if they are knowledgeable about the advocacies as well as equipped with the skills in delivering these advocacies to the audience through social media. The strategies in promoting Haribon's advocacy through Facebook (FB), Twitter, and Instagram were the use of informational campaigns through creative posts, sharing trivia about specific topics, riding on popular culture, conversing with the audience, linking and tagging posts to partner international organizations, and using FB boosts and analytics. Through the communication officers' experiences, this study drafted a theoretical framework as a guide in developing a social media strategy or plan for non-government organizations of the same nature.
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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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    A Perception Survey on the Influence of Social Media on the Academic Performance of Public High School Senior Student in Tagum City
    ( 2012) Suaybaguio, Mervin Jay
    Filipino students have become more and more active in using social media sites. Two of the most popular among these sites, Facebook and YouTube, are of the interest in this study. Several studies have been conducted to examine the impacts of the active use of social media to the academic performance of the students. However, these studies were not able to produce results from which generalizations as to the negative and positive effects of the use of these social media sites can be derived. In the absence of these generalizations, this study looked into the specific case of some groups of students in Tagum City. As analyzing the influence is deemed to be a complicated measure, this study aimed to at least cover the preliminaries, that is, user perception. A perception survey was conducted. From which, students conferred that the effects of social media in their studies is mostly positive. It has been deduced as well that though social media pose negative impacts, it is mostly due to the lack of the sense of responsibility of the user, and the lack of accountability from the parents, guardians, and mentors. It is thus recommended, that as in all good things concerning the youth, moderation is the key and parental guidance is advised.
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    A Physician’s Auto-Hermeneutics of Medical Praxis: Curating Meanings and Voice Themes Using Dialogical Prism
    ( 2020) Sigua, Helen S.
    This study is an auto hermeneutic phenomenological inquiry on the lived experience of medical praxis of 40 years of a family medicine specialist. It utilized the\ dialogical lens to extricate the essential meanings she finds most defined in the three main dialogical landscapes of clinical, educational, and societal (administrative/advocative) she has traversed. The dialogical vertical (spiritual) and horizontal (self, others both, in actual and virtual platforms) scaffoldings were elucidated through a structured methodology of collecting self narratives, integrating, and interpreting. The resulting prism, which may be universally applied to any professional praxis, consists of curated meaning typologies of trust-building, nurturing, redeeming, stewarding, and inspiring. These typologies are illustrated by conversational snippets and were juxtaposed with pre-existing theories and models including most upheld Filipino cultural values. The congruence of her analyzed vertical and horizontal scaffoldings along these typologies was also a major explication of this work Implications to professional praxis, life-long learning, and qualitative research were drawn. A reflection on the process of doing (auto) hermeneutic phenomenology as either/both personal and scholarly undertaking informs (and hopefully inspires) readers to do the same.
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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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    A Predictive Model for Online Content Virality: The Case of University of the Philippines Open University's Massive Open Online Courses Calendar
    ( 2024) Tanay, Shaira F.
    In today's interconnected digital landscape, social media platforms drive the dissemination of online content. Cutting through this digital clutter to achieve visibility and resonance has become essential for effective communication on these platforms. A widely recognized but little-understood phenomenon in social media is "going viral," characterized by rapid and extensive dissemination across social circles. Understanding the factors that initiate viral spread typically occurs after the content has gained traction. However, there has yet to be a consensus on a universal model for predicting virality. The study focused on identifying the key drivers of virality, understanding the interactions among these drivers, and developing a predictive model to anticipate content-sharing behavior. A quantitative methodology was employed, including a cross-sectional survey of 380 respondents who registered for UPOU MOOCs during a user surge from January 19 to March 2, 2023. Data collection was conducted through an online survey, and the analysis involved descriptive statistics, correlation analyses, and binary logistic regression to predict sharing behavior. The study developed a predictive model that provides a comprehensive framework for understanding the dynamics of online content sharing. It highlights the interplay of external, intrapersonal, and interpersonal factors in driving the sharing of online content. The model emphasizes the significance of both online and offline sharing behaviors, demonstrating the lasting impact of word-of-mouth. This sharing behavior creates a social sharing infinity loop, where content perceived as relevant or useful continues to be disseminated, further enhancing its virality. In conclusion, the study offers valuable insights into the complex dynamics of content virality, emphasizing the importance of understanding the various factors that influence sharing behavior. These insights can help optimize the reach and impact of online content.
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    A Quantitative Investigation into the Influence of User-Generated Content on Gen Z Consumers' Purchasing Behavior on Shopee and Lazada
    ( 2024) Guevarra, Preciosa Christine C.
    This study focuses mainly on the influence of user-generated content, specifically in the two popular e-commerce platforms, Shopee and Lazada, on the purchasing decisions of Gen Z consumers in Los Baños, Laguna. It also further explores how these Gen Z consumers rely on and trust UGC and critically review such content before deciding to purchase. Moreover, the sample size of respondents in this study is relatively small, as it is limited only to 100 and mainly Gen Z consumers of Shopee and Lazada who are 18 to 26 years old and live in Los Baños, Laguna. It will not cover or compare to the other generations and other e-commerce or social media platforms that have adopted the use of UGC. Lastly, the results or findings are limited only based on the information and insights provided by the respondents from the survey questionnaires as well as existing related literature and studies from various online sources.