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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    A Predictive Model for Online Content Virality: The Case of University of the Philippines Open University's Massive Open Online Courses Calendar
    ( 2024-05-29) 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. Keywords: Virality; Predictive Model for Virality; Massive Open Online Courses; MOOCs; Enrollment Surge; Social Media; Facebook
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    Design, Development, and Testing of Tacit Knowledge-Capturing Protocol of PHilMec Scientists
    ( 2024-09-13) Subaba, Jett Molech G.
    Capturing and preserving tacit knowledge is essential for organizations to prevent knowledge loss and ensure future productivity. This study addresses the challenge of preserving critical knowledge from PHilMech scientists by designing, developing, and testing a protocol for capturing tacit knowledge. Using participatory action research (PAR) with PHilMech scientists and PRAISE committee members, data were gathered through unstructured interviews and focus group discussions. The study identified storytelling sessions, lessons learned sessions, and legacy talks as effective methods for capturing knowledge. The developed protocol, integrated into the offboarding process of retiring staff, ensures that valuable knowledge is retained. Pilot testing resulted in creating knowledge products, including manuals, podcasts, videos, and an online repository. This research has successfully designed and tested a protocol for capturing tacit knowledge, providing a framework that can be used to safeguard critical information. Future studies could explore additional methods to sustain and expand this approach beyond PHilMech.
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    Students' Confessions Page as Spokesthing: A Ventriloquial Analysis
    ( 2024-09-17) Perez, Evelyn D.
    This study used the paradigm of Communicative Constitution of Organizations (CCO) in examining an underexplored site of naturally occurring interactions - Students’ Confessions Page. It specifically used the Montreal School’s notions of sociomateriality, ventriloquism, agency, and spokesthing to reveal the various human and nonhuman agents that participate in organizational communication. This study utilized a 24-hour data collection through screen capture of confessions from the confessions page of students of a private higher educational institution (HEI) during the second semester of academic year 2023-2024. Nine confessions that are representative of student life in their HEI were analyzed using the methodological framework for ventriloquial analysis from Nathues, van Vuuren and Cooren (2021). Embedded links and page administrator posts were also examined. From empirical data, three main voices or agents that participate in the activities of a Confessions Page were identified– the voices of the Higher Educational Institution (HEI) agents, the voices of student agents, and the voices of technology agents. From analysis of figures and vents, a Confessions Page is revealed to be a university organization’s spokesthing of accountability, affect, and authority. A Confessions Page is thus theorized as a site where a university organization emerges from communicative interactions. This paper demonstrated how to pragmatically investigate organization as a dynamic of four translations by identifying figures, vents and spokesthings from informal text of an online communication platform of students. The study contributes to CCO research in demonstrating the richness of a confessions page as a research site for advancing studies on sociomateriality and in presenting data that can be further analyzed in future studies using affect theory.
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    The Social Construction of Inclusivity on a Digital Platform: An Analysis of a Facebook Page of People with Dwarfism
    ( 2024-10-08) Pineda, Jory A.
    This research is set within the context of communication studies and social constructionism. It analyzed the social construction of inclusivity based on posts from a Facebook page dedicated to people with dwarfism. The study assumed that the posts made by the Page Administrator represent a shared meaning within the community in the digital space. It sought to answer the questions: what does it mean to be inclusive from the perspective of people with dwarfism, and what are the means for the social construction of inclusivity in the digital space? The posts between January 2023 and May 2024 on the Facebook Page that is publicly accessible were thematically analyzed. The concept of inclusion for those people with dwarfism encompasses visibility, celebration of achievements and contributions (in terms of Focus and Attention), ensuring equal access to resources (Equal Access and Support), societal recognition and engagement (Society Acceptance and Participation), fostering a culture that values diversity and promotes equity (Advocacy and Public Awareness), and equal views of the capacity and ability (Equally Able and Capable). These themes are communicated through continuous engagement on digital platforms in the form of Social Media Campaigns, Documentaries and News Segments, Blogs, Articles, Podcasts, Webinars, and Public Awareness and Systemic Change, shaping a more inclusive and supportive society for people with dwarfism. The digitality of the posts enabled people with dwarfism the opportunity to express their identities and construct networks of support that can influence public opinions and policy. The digital platform facilitates a deeper understanding of the shared meaning and social construction of inclusivity among people with dwarfism, which may be difficult to achieve in non-digital spaces.
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    Thriving in a Multicultural Workplace: Intercultural Communication Apprehension Among Professional Engineers and Architects in Riyadh, Saudi Arabia
    ( 2024-08-27) Taruc, James Edward S.
    The constantly evolving world through innovations and developments has diversified the society where people belong to. As more people travel to places, communication is made faster, and advancing technology that bridges gaps makes interconnectivity among humans more prevalent. These connectivity, mobility, and diversity resulted in increased intercultural contacts, as well as the increase of intercultural communication apprehension, which could hinder effectiveness and efficiency of individuals in multicultural organizations. Previous studies indicate that communication apprehension affects at least 30 to 40 percent of the general population with high degrees affecting individuals at least once in their lifetime. There have been studies measuring the communication apprehension in intercultural contexts however this is yet to be documented among professional engineers and architects in Riyadh, Saudi Arabia, which this study aimed at filling this gap. This study explored the intercultural communication apprehension of professional engineers and architects living and working in Riyadh, Saudi Arabia. Specifically, it determined the respondent’s profile, their intercultural apprehension level and their perceived factors causing this apprehension. The data were collected through an internet survey and made use of descriptive and correlational analysis. A total of 187 respondents participated in the survey. Results indicated that professional engineers and architects have generally lower intercultural communication apprehension. Demographic variables such as age, gender, education level, years of experience and occupation were compared and analyzed. It was found that education level is inversely associated with intercultural communication apprehension. Certain factors such as their intercultural awareness, language fluency, and cultural behavior have caused this phenomenon. Hofstede's cultural dimensions of individualism/collectivism, power distance, uncertainty avoidance, and masculinity/femininity through the national culture index of Saudia Arabia were used to provide behavioral interpretation of the results. The findings provided insights to professional organizations and multinational companies to offer programs and interventions to harness cultural understanding among working professionals. Keywords: intercultural communication apprehension, professional engineers & architects, intercultural awareness, language fluency, cultural behavior