Kinasiasino Ti Bigueño: A Grounded Theory of Vigan Cultural Heritage Communication

Abstract

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.