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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    Kinasiasino Ti Bigueño: A Grounded Theory of Vigan Cultural Heritage Communication
    ( 2023-11-09) Bryan R. Realgo
    Establishing an identity is anchored on how one’s culture is appreciated, understood, and preserved the cultural heritage through communication. Cultural heritage is part of what people are. It is a testament to the past human existence that defines the present and the future. Guided by the concepts of cultural heritage and communication, 17 participants involved in communicating cultural heritage and residents of Vigan City, a renowned UNESCO World Heritage Site participated in in-depth interviews to document their narratives on their becoming a Bigueňo. Findings led towards the development of a theory on cultural heritage communication (CHC) through the rigors of Kathy Charmaz’ constructivist grounded theory. The theorizing revealed that Kinasiasino ti Bigueňo or the becoming of a Bigueňo identity, is the core of cultural heritage communication. The CHC explains that cultural heritage symbolizes the becoming of individual identities. Thus, cultural heritage is not only regarded as inherited old structures (tangible) and practices (intangible) but the development of one’s persona. Findings also revealed that through panangiburay (knowledge sharing), tungtongan (dialogue), panangital-o (promotion), panagsukisok (research), panangiyallatiw (education), artistiko a panangiyebkas (artistic expression), and pannakisarsarita (continual communicative experience), cultural heritage communication allows individuals and communities to shape their image and how this is exude in public. Hence, as originally defined in this study, the Cultural Heritage Communication Theory is the process of completely and accurately exchanging information and knowledge through multi-approaches using various channels for different stakeholders to understand, appreciate, and preserve cultural heritage that is significant in inculcating one’s identity relevant to the development of a nation.
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    TikTok Videos as a Platform for Political Education among Overseas Filipino Workers in Qatar
    ( 2023-07-31) Baluyut, Joelyn G.
    This thesis examined the use of TikTok videos as a platform for political education among overseas Filipino voters in Qatar during the May 2022 elections. With the increasing popularity and influence of social media in political discourse, this study aimed to explore the potential of TikTok as a tool for engaging and informing voters, particularly the overseas Filipino community residing in Qatar. Through an internet survey approach, data was collected from a sample of 1.5% registered voters in Qatar, focusing on their perception and behavioral intention towards using TikTok for political education. The study revealed optimistic perceptions among respondents, highlighting the effectiveness of TikTok's visual and interactive features in disseminating political information. However, the study also acknowledges limitations, including the small sample size and the need for further investigation into specific candidates or political parties. The research emphasizes the need for future studies to examine the influence of TikTok on voting patterns and expand the scope to include a larger sample size and multiple social media platforms.
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    Non-Profit Organizations Branding on a Digital Platform: An Ethnomethodological Study
    ( 2023-08-12) Filomeno, Bethoven M.
    Non-profit organizations are entities whose aim is to set programs and initiatives for the benefit of the public Conducting research on non-profits in branding establishes a robust identity that fosters elevated levels of trust, support, and engagement among its primary stakeholders, namely the public. In terms of communication, it creates and establishes a unique position that contributes to the organization’s long-term success and impact. This research aims to explore the branding practices done through public relations of a non-profit organization in Dubai using social media and to discover what intent these practices accomplish. Additionally, the purpose of this study is to provide insights to communication practitioners and stakeholders on the value of branding in various activities and engagements. As a research framework, ethnomethodology was used, and this study utilized the qualitative research method specifically using a conversation analysis (CA) approach. The study centered around a non-profit organization situated in Dubai, whose identity has been anonymized in line with ethical research considerations. The data enclosed within brackets was extracted from the organization's social media platform,specifically their Facebook Page. This data encompassed three distinct types of social media content: video reels, infographics, and images. The conversation between the author and followers from each post was analyzed using the principles of conversational analysis (CA). The organization employed a range of branding techniques through public relations, leveraging social media. These practices encompassed strategies such as content publishing, public affairs, and publicity efforts. These findings indicates that there are more possibilities for communications industry practitioners to improve and discover new approaches to communicate important information and campaigns, as well as open ideas to evaluate current practices to develop programs for government and private entities globally.
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    Investigating the Effect of Social Ties on Knowledge-Sharing Behavior
    ( 2023-08-16) Rillon, Aileen
    The study considers the community question and answer (CQA) site as a communication platform that brings together people from across the globe to exchange knowledge. This study examined the communication patterns on a CQA website. It explored how users' behavior of donating or collecting knowledge is affected by their generational age, social capital, and the technological features of the online platform. The researcher used social network analysis to measure the structural communication patterns of participants in Stack Overflow's public and private groups Also, it employed a survey method to gather respondents' perceptions towards knowledge donating or collecting in knowledge-sharing sites where participants have non-pre-existing offline and pre-existing offline ties. The study found that the big world network structure of a public Stackoverflow, in contrast to its private group's small world network structure, exhibits a participation inequality among its members. The presence of one active member and less participation among others is present both in knowledge donating and knowledge collecting activity, whether it may be with pre-existing offline social ties before engagement or not. The research also found that digital immigrants and native respondents are open to participating in a CQA site regardless of social ties. This study confirms that said respondents perceived the system's usability- navigability, responsiveness, interactivity, and security typically influence their intent to use a CQA.
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    Discursive and Pedagogical (Counter)Imperatives in Textbook Tasks
    ( 2022) Ponsaran, John
    By employing the discourse of suspicion and critical discourse analysis, textbook tasks were systematically subjected to a process of examination that problematized the text (micro), the discursive practice (meso), and the broader social context (macro). Critical discourse analysis bears significant relevance when adopted as a theoretical and methodological bases in qualitative research considering its “multiplicity of analysis”, “plurality of approach”, and “multiplicity of conceptions” (Al Maghlouth 2017: 56, 57 &69). Consistent with the value-commitment and transformative orientation of the critical tradition and drawing from (1) Mihailidis’ civic intentionality, (2) Langran and DeWitt’s critical place-based inquiry, and (3) McLaren, Crawford and Freire’s critical praxis, this study identified and mapped the discursive and pedagogical counter-imperatives that are embodied and interwoven in the media education textbook tasks. This communication inquiry also went on to analyze these counter-discourses and counter-pedagogies’ mutually reinforcing contribution in actualizing the potential of media and information literacy as a socially situated practice of engaged scholarship, communication activism, and social justice education. Through the discursive and pedagogical examination of the corpus of collated instructional materials, the researcher also sought to generate new and alternative perspectives in reimagining and redesigning media education textbook tasks that will deviate from orthodox paradigms, processes, and practices.