Content Framing of the Tulong na Tabang na Tayo na Project of ABS-CBN’S Lingkod Kapamilya Foundation., Inc. and Influence on Viewer’s Response

Abstract

Guided by Goffman's (1974) Framing Theory and Gerbner and Gross'es Cultivation Theory (1976), this descriptive study explored how the framing of Tulong Na Tabang Na Tayo Na project of ABS-CBN Lingkod Kapamilya Foundation Inc. had influenced the responses of 114 students from three higher education institutions in the Philippines towards it. The project was a call to help the victims of Typhoon Yolanda in Tacloban, Leyte. Through a survey, data were obtained and analyzed using frequency counts and percentages. Of the 114 (76%) student-respondents, 89 (78%) are female and 25 (22%) male. Most student-respondents (67 or 58.7%) belonged to the 14-18 years old bracket. The study recorded 78 or 68% of student-respondents were actively watching television and assumed to be capable of deciding whether to support or ignore the project's framed content. Twenty percent of student-respondents shared that the framed content by using emotional appeal (i.e. crying people asking for help) accompanied by emphatic messages (i.e. Kapamilya, magkapit-bisig po tayo sa panahon ng sakuna, bukas po ang aming tanggapan para sa inyong mga donasyon (Members of the family in this time of disaster, let us hold hands, our office is open for your donations) had influenced them to support the project because of their experience. While personal experience did not form part of the communication frame as forwarded by Lakoff (2004), it surfaced that audiences' decision to support a project is motivated by it. Most student-respondents have experienced floods and strong typhoons, making the situation familiar. Thus, empathizing with the victims would be easy to establish. Moreover, long exposure to television and continuous watching of the project led them, as espoused by the cultivation theory, to support the project. Suffice to say that in developing a communication material, inclusion of a related experience of intended audiences may be considered.