Communication

IMAGES OF MUSLIMS IN BROADSHEETS: A CONTENT ANALYSIS

Despite numerous studies on how Muslims are stereotyped by the media, little is known on how evident and how powerful media could be in influencing and shaping the views of the readers. The overall image of Muslims that remains is that they are highly associated with terrorism and this lingers on, thus creating a notion that this race is a threat to other people, creating further prejudices and misconceptions towards most Muslims. In order to prove whether or not there such stereotyping, this study dealt with the issue through a content analysis of news reports in broadsheets for a period of two months. From three national newspapers all news articles related to Muslims were collected and subjected to categorizations according to their thematic descriptions, news worthiness and positivity or negativity according to the portrayal of Muslims. An analysis of the results showed that the theme of news articles affects the stereotyping of the Muslims and that news worthiness affects stereotyping of the Muslims. Results showed the prevailing topics of the articles, Politics and Terrorism. Broadsheets positioned them in sections according to their value as Banner stories, in Front Pages and in Other Inner News. Negative issues were highlighted more than the positive. Therefore, the researchers concluded that it was palpable even in print media that Muslims were stereotyped. Moreover, the researchers found that this stereotyping would continue as long as the line of thinking of media is mainly to catch the reader’s attention.

PERSONALLY YOURS: THE IMPACT OF CELEBRITY ENDORSEMENTS IN NATIVE ADVERTISING

Native advertising is paid content that matches the look and feel of the digital site where it is placed. This paper sought to determine the influence of celebrity endorsements in native advertising. To attain this objective, qualitative research was employed where selected Twitter followers of Anne Curtis and other celebrity endorsers were interviewed. The opinions, experiences and motivations of individual participants on native advertising in general, and Twitter celebrity endorsements in particular, were probed. The findings revealed that the informants were not receptive to Twitter posts that seemed like obvious advertisements but preferred tweets that sounded natural and personal. They also showed a more positive attitude towards the endorsed brands when the characteristics of the celebrities were in congruence with the products they promoted. They likewise said that the gratifying personal experience of the celebrity endorser with the product imbued the Twitter message with credibility and trustworthiness, and was therefore persuasive.

MOTIVATED SWIPES: INFLUENCE OF TINDER USERS’ SELF-PRESENTATION AND DECEPTIVE PRESENTATION TO ONLINE DATING COMMUNICATION BEHAVIORS

Self-presentation and deceptive presentation contribute to how one communicates in Tinder. In this study, the researchers explored how 200 Tinder users present themselves in the online platform. Using Pearson Correlation Coefficient and Regression Analysis, this study revealed significant relationships between self-presentation and deception motives to online dating communication behaviors. Moreover, findings have shown that there is a significant difference between male and female self-presentations, deception presentation, and behaviors. The study concludes that positive self-presentation and negative deception presentations are used by Tinder users in order for them to be positively swiped and liked in Tinder.

PERCEIVED IMPACTS OF THE RESTORATION OF SAN IGNACIO RUINS: A COMMUNITY-BASED ASSESSMENT

The study aimed to analyze the local community‘s perspectives on the economic, socio-cultural, and environmental impacts that are expected to come out of the ongoing restoration of the San Ignacio Ruins in Intramuros, Manila. Using a survey adapted from the study of Vareiro and Mendes (2015) data were gathered and evaluated by the researchers. Findings of the study revealed that the local residents perceived that the restoration of the San Ignacio Ruins would mostly provide positive outcomes for the local economy, community, culture and society, and environmental awareness and conservation.

SEGMENTING TOURISTS’ MOTIVATIONAL PATTERNS IN COMING TO FORT SANTIAGO FROM THE LENS OF MEANS-END CHAIN THEORY

This study identifies the tourists’ motivational patterns in coming to Fort Santiago at the levels of attribute, consequence and values based on means-end chain (MEC) theory. This quantitative study and data were gathered, using the multi-aspect researcher-made instrument (Cronbach Alpha Test=0.94). Respondents were first made to fill in a robotfoto for purposes of profiling their baseline characteristics. They were later asked to rate the listed indicators, using the 8-point Likert Scale. Using statistical tools such as factor analysis and ANOVA, mean and standard deviation, data were treated in-depth. Factor analysis of the respondents’ travel motivational patterns yielded six significant dimensions, namely: Exploration Reasons, GetAway Reasons, Snowball Reasons, Snapshot Reasons, Cookie-cutter Reasons, and Site Reasons. Results of the study show that seeing Reducto San Francisco Javier, watching a film of Intramuros in the chambers of Baluartillo de San Francisco Javier and seeing the Memorial Cross are some of the features that motivate most of the respondents to Fort Santiago. Further, marketing and product development implications are provided to help attract this emerging market of Fort Santiago.

TOURIST MOTIVATION IN LARESIO LAKESIDE RESORT AND SPA

The focal point of this research is to determine and analyze different push and pull factors in motivating tourists specifically in visiting destinations like Laresio Lakeside Resort and Spa. Using random data sampling technique, one hundred and nine (109) respondents participated in the study. Certain findings were drawn indicating that spiritual need is the main push factor while activities are the main pull factor. Furthermore, most tourists travel for family togetherness and majority of the tourists traveling were female and millennials. The study may help in devising a marketing strategy to variety of business in tourism and hospitality industry.

“PANATANG SAYAW: A COMPREHENSIVE DOCUMENTATION AND RESIDENT’S PERCEPTION ON THE HERITAGE SIGNIFICANCE AND CONSERVATION OF BAILE DE LOS ARCOS IN SAMPIRO (MAKATI)”

Cultural heritage is precisely significant and considered as an expression of the ways of living of a community and passed on from generations to generation. Traditional practices are meaningful that it can give something significant to the heritage and culture of a specific society. The paper is about Panatang Sayaw (Dance Devotion) held annually every 29th and 30thday of June in Barangay Poblacion, Makati during the feast day of Virgen dela Rosa and Saints Peter and Paul. The main objective of the paper is to document comprehensively the intangible and tangible heritage connected to the dance devotion and suggest a sustainable projects and plans that will develop the heritage resources based from the significances. The researcher used mixed method that will use both the quantitative and the qualitative research. Self-made questionnaires were used to determine the perspectives of the local community regarding their awareness and the significance of the dance tradition. Cultural heritage mapping and in-depth interviews were used to determine the heritage significance of the dance devotion. Based from the results and findings of the research, the dance tradition is highly significant in its historical, social, religious and aesthetic aspects. The local community are aware with the existence of the dance devotion and it is highly significant as part of the culture and heritage of their community. Through the comprehensive research, the researchers provided different recommendations to sustainably conserve and develop the dance devotion from its intangible and tangible heritages components that can be used for further development.

EMPLOYEE PRESPECTIVE: A STUDY ON THE EFFECT OF BENEFITS PACKAGE ON ORGANIZATIONAL COMMITMENT AND JOB PERFORMANCE

With the high turnover rates and resignations, companies are in need of employees with excellent skills and capabilities, along with expanded knowledge and experiences that would commit to the organization. In relation to that speculation, excellent and superb employees are now as rare as a diamond with increasing needs and wants. This study aims to find the significant effect of benefits package on the commitment and job performance of the employees to the organization. 100 respondents participated in the fulfillment of the study. The gender of the respondents was considered with a result of 50.0% males and 50.0% females. The highest percentage on the age bracket was from 21 - 25 years old, interpreting those respondents were in their mid-twenties. On the educational attainment, 57.0 % of the respondents were college undergraduates. The SPSS statistical tool was used to process the data gathered. The regression analysis model proved three (3) hypothesis with the application of Herzberg's Two-Factor Theory of Motivation: (1) Benefits package has a moderate impact to the commitment of the employees to their organization; (2) Organizational Commitment does not entirely affect the performance or productivity of the employees in terms of their responsibilities; and (3) Benefits have a much greater effect on the job performance of the employees. As a conclusion, this study may become vital information to the companies by asserting the importance of every factor considered for the Human Resource decision making for recruitment.

LEADERSHIP STYLE AND ORGANIZATIONAL CULTURE: DETERMINANTS OF JOB SATISFACTION IN A BUSINESS PROCESS OUTSOURCING (BPO) INDUSTRY

This study purports to investigate the impact of Leadership style and Organizational culture in the Job satisfaction among employees of the Business Process Outsourcing (BPO) – Call Center Industry. A total of 304 rand and file employees of BPO call centers in the Philippines. Data obtained were processed through Descriptive Statistics and SPSS v.19. Using Structural Equation Model (SEM) as an analysis tool, the finding of the study is that there is a direct relationship between Leadership style to Organizational Culture and Organizational culture to Job satisfaction of employees, while there is no relationship between Leadership style to Job satisfaction.

PROCESS OF CREATING “BACKPACKING NARRATIVES” AMONG THE CREATIVE TEAM OF GMA NEWS TV’S “BIYAHE NI DREW”

A growing number of travel shows has been airing in the free Philippine television throughout the years and has influenced its audiences to travel. This paper studied the process of creating backpacking narratives among the creative team of GMA News TV’s Biyahe ni Drew. The problem statement relied on how Biyahe ni Drew’s creative team craft travel narratives. In order to comply with the objective, interviews were conducted which gave the researchers the needed data to know the reasons behind the travel narratives of the show. The insights of this paper will result to further understanding of the creative process. Lastly, this study will emphasize the importance of one’s experience in crafting a travel narrative.

MOTIVATING PEOPLE TO READ

The information found in this paper came from articles of different journals, between the years of 1995 and 2003, that have content regarding motivation and teaching strategies leading to readers’ motivation. Beginning with the dimensions of children’s motivation for reading as related to reading activity and reading achievement, the four literacy personalities follow next. Such personalities aim to describe readers’ characteristics as regards motivation to read. Then, the readers’ struggles are described afterwards. In addition, suggested ways to motivate people.

Communicating Brand Differentiation among City and Town OBGYNS

Branding is no longer a concern of a company or an institution. In the last decade, studies have suggested that even individuals have considered personal branding as a form of advertising and marketing to enhance their value and sense. This paper focuses on finding a qualitative answer to one of the brand asset valuator (BAV) concepts of Young and Rubicam (2000) - brand differentiation. Using transcripts of focus interview and XSight software observation logs from six Filipino OB/GYNs from the city of Manila and the town of Virac, Catanduanes, this paper argues that there are commonalities on the concepts of brand differentiation from the two locales. Moreover, the paper suggests that OB/GYNs communicate their brand differentiations by highlighting knowledge and personal care as stand out themes in increasing their personal brand.

Doon o dito, ganoon o ganito: isang paggalugad sa pananaw ng guro hinggil sa kanyang papel sa pagtuturo ng Akademikong Wikang Filipino sa antas tersyarya

Ang paglilinang ng akademikong wikang Filipino ang siyang pangunahing tunguhin ng kasalukuyang kurikulum sa Filipino sa antas tersyarya batay sa iniatas ng Komisyon ng Lalong Mataas na Edukasyon. Hindi na bago ang konseptong akademikong wika sa larangan ng edukasyong pangwika, partikular na sa Ingles bilang pangalawa at dayuhang wika. Binigyang -kahulugan ang akademikong wika bilang wikang may mataas na antas at nililinang sa mga mag-aaral upang magamit sa higit na matatayog na konsepto sa iba’t ibang mga larangan at nilalaman. Kung kaya’t para sa mga eksperto ng konseptong ito, ang maging guro ng akademikong wika ay ang pagiging isang guro rin ng nilalaman. Layunin ng pananaliksik na ito na matuklasan ang pananaw ng mga gurong-kalahok hinggil sa kanilang papel/gampanin bilang mga guro ng akademikong wika sa antas tersyarya.

Issues, concerns and prospects: teacher training institutions’ views on K-12

In the event of the K-12 curriculum implementation in the Philippines, the challenges to tertiary education, specifically teacher education, have been raised. This study explored the views of three deans of premier teacher training institutions concerning the impact of the K-12 curriculum to their respective programs. Having been in office for some years, these administrators provided rich data regarding their views on how their respective institutions address the changes with a mixture of excitement and trepidation in the light of the still unexplored developments. Emerging concerns were identified: 1) displacement of teachers in the tertiary level; 2) lack of information concerning the guidelines for implementation; 3) lack of university students for two years; and 4) the insufficient resources for the implementation. Despite these concerns, however, administrators find sufficient reasons to look forward to a teacher education program that meets these challenges.

BUILDING A SUCCESSFUL TOURISM BRAND FOR THE PHILIPPINES AND THE STRUGGLE WITH DESTINATION IMAGE AND TOURISM SLOGANS

Brands, images and slogans have been interchangeably used for marketing destinations of all sizes. However, there is a need to understand the destination branding process and what it entails, how identities and images play a crucial part and the way tourism taglines are able to summarize all of the destination’s value in a string of words. Two destinations were taken as case study areas to determine the success factors for a destination brand and the effect of perceived images to visitor intention through qualitative and quantitative methods.