Understanding Dedma or Feigned Unawareness: Exploring the Interpretation of Volunteerism Communication Among Students in a Private School

Abstract

Volunteering is an important factor in youth development and civic duty, but many educational institutions face challenges in encouraging students to volunteer. To address the problem of declining student participation and communication gaps in the outreach program of the school, this study aims to explore the communication challenges surrounding volunteerism in a private basic education school in Luzon. Specifically, the study seeks to examine how the phenomenon of feigned unawareness or deadma in understanding student disengagement in volunteerism communication rather than solely attributing this behavior to non-participation. This qualitative study used Hall’s Encoding/Decoding Model of Communication and the Communication and Mobilization Theory for guidance. Using an interpretive-exploratory case study approach, data were collected through face-to-face, semi-structured interviews involving fourteen (14) students enrolled in Grades 8 to 12. Purposive sampling was used to select students who were both active and inactive in volunteerism activities. Reflexive thematic analysis was used to analyze students' views on volunteerism communication.

Results showed that students’ responses may be interpreted as negotiated or oppositional readings of volunteerism messages, which are not aligned with reality and are inconvenient in the students' eyes. Major hindrances to student participation in volunteer activities were conflicting academic demands, other extracurricularcommitments, and logistical issues such as cost and distance. On the other hand, student motivation was highest for voluntary tasks that matched their interests, career goals, and core values. One of the major contributions of this study is that it demonstrates that deadma is not mere indifference but rather a mode of culturally informed communication that relies heavily on framing the message in light of the school's culture. These findings will provide the basis for school administrators and communications officers to design a more inclusive, relevant, and culturally responsive communication strategies that foster a sustainable culture of service.