Date of Publication

11-17-2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Jan Michael Alexandre C. Bernadas
Kristian Jeff C. Agustin

Defense Panel Chair

Norman S. Zafra

Defense Panel Member

Aleynah M. Prieto
Samantha P. Javier

Abstract (English)

This study examined the framing alignment strategies of Muntinlupa K9 Search and Rescue (MK9 SAR), a volunteer-based organization that specializes in K9 SAR training for disaster deployment. In communicating their core frame message of K9 SAR as a means of achieving community-based disaster preparedness for the so-called “The Big One”, audits found an organizational communication problem in that MK9 SAR’s core frame message is tailored towards members and potential volunteers, but not towards residents of Muntinlupa living along the West Valley Fault line. Being the most vulnerable to the effects of large-scale earthquakes, MK9 SAR aims to promote their core frame to this group with the goal of developing a proactive attitude towards disasters in their community. Using the framing alignment strategies, an organizational website was developed for MK9 SAR to bridge, amplify, extend, and transform residents’ frames in alignment with the organization’s core frame. Participatory evaluation of the website showed effective alignment of frames as residents expressed their willingness to support the organization through a deeper commitment to learning about community-based solutions to disaster preparedness. This study contributes to existing knowledge on the framing alignment strategies, as well as cross-platform communication, highlighting the importance of understanding audience frames in promoting community-centered advocacy.

Abstract Format

html

Abstract (Filipino)

Tinatalakay ng thesis na ito ang frame alignment strategies ng Muntinlupa K9 Search and Rescue (MK9 SAR), isang organisasyon pang-boluntaryo na bihasa sa K9 SAR upang maging handa para sa deployment sa panahon ng mga kalamidad. Sa pagkomunika ng kanilang core frame message ng K9 SAR bilang paraan tungong community-based disaster preparedness para sa ikinababahalang "The Big One", ay ayon sa mga awdit, mayroong organizational communication problem ang MK9 SAR na ang kanilang mensahe ay naaayon lamang sa mga kasalukuyang miyembro at mga potensyal na boluntaryo, at hindi sa mga residente ng Muntinlupa na nakatira sa kahabaan ng West Valley Fault line. Bilang pinaka-bulnerable sa malakas na lindol, inaasahan ng MK9 SAR na isulong ang kanilang pangunahing mensahe sa grupong ito, na ang pagtataguyod ng isang maagap na pakay tungo sa mga kalamidad. Gamit ang frame alignment strategies, ginawan ng website ang MK9 SAR upang i-bridge, amplify, extend, at i-transform ang mga frames ng residente upang umayon sa core frame ng organisasyon. Sa pamamagitan ng participatory evaluation ng nagawang website, napakita nito ang epektibong pag-ayon ng frames ng mga residente, sapagkat ay kanilang ipinahayag ang nais na pagsuporta sa MK9 SAR, sa pamamagitan ng mas malalim na paninindigan sa pag-aaral tungkol sa mga solusyon na nakabatay sa komunidad sa paghahanda sa sakuna. Ang thesis na ito ay may ambag sa mga kasalukuyang aral ng frame alignment strategies, pati na rin sa cross-platform communication, dahil ito ay nagbibigay-diin sa kahalagahan ng pag-unawa sa mga frame ng publiko sa pagtataguyod ng adbokasiya na nakasentro sa komunidad.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Search and rescue operations--Philippines--Muntinlupa; Web sites

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Embargo Period

12-8-2025

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