Date of Publication

2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Organizational Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Norman S. Zafra

Defense Panel Chair

Jan Michael Alexandre C. Bernadas

Defense Panel Member

Kristian Jeff C. Agustin
Kyle Peter Gabriel U. Sy
Gamaliel J. Domingo

Abstract (English)

This thesis explores organizational media affordances (OMAs) in creating communication materials that might sustainably engage the volunteers of User Experience Philippines (UXPH), a non-profit community organization. UXPH observes a hybrid-asynchronous internal communication setup, using a mix of real-time (synchronous) and delayed (asynchronous) digital platforms for members to collaborate and communicate on different schedules. The audits revealed the organization's shortcomings in engaging and retaining its volunteers, which led to reduced participation and increased volunteer turnover. Guided by Ronald Rice and colleagues’ (2017) concept of organizational media affordances or OMAs, the multimedia communication package aims to address this issue by creating a series of videos, a consolidated media library on Notion, and an interactive article collection. The project is informed by OMAs such as awareness, sharing, editability, persistence, and evaluability. These affordances influenced the creation of long-form and short-form videos, a guide to navigate UXPH's communication platforms, and WhatsApp poll suggestions. Findings from interviews during the handover session suggested that the package demonstrated heightened awareness and clarity regarding volunteer expectations, roles, organizational culture, and the use of the organization’s communication platforms. Overall, the project contributes to understanding how OMAs could potentially engage the volunteers of an organization, especially those that are highly adaptable to the flow of technology.

Abstract Format

html

Abstract (Filipino)

Sinasaliksik ng pag-aaral na ito kung paano magagamit ang organizational media affordances (OMAs) sa paglikha ng mga gabay at materyales pangkomunikasyon na may layong mapanatili ang mga boluntaryo o volunteers ng User Experience Philippines (UXPH), isang non-profit na organisasyon. Hybrid-asynchronous ang uri ng komunikasyon sa UXPH, kung saan real-time at asynchronous ang pakikipag-ugnayan nila sa kanilang mga miyembro sa mga paksa gaya ng paglalatag ng iskedyul. Ayon sa pagsusuri o audit, may kakulangan ang UXPH sa pagpapanatiling aktibo ang kanilang mga volunteers. Nagreresulta ito ng mababang pakikilahok at mataas na turnover o paglisan ng mga miyembro. Ginamit ng pag-aaral na ito ang konseptong organizational media affordances o OMAs nina Ronald Rice (2017) upang lumikha ng mga bidyo, pinagsama-samang media sa Notion, at interactive articles. Ang OMAs din gaya ng kamalayan (awareness), pagbabahagi (sharing), pag-edit (editability), pananatili (persistence), at pagsusuri (evaluability) ang gumabay sa paglikha mga mahahaba at maiikling bidyo, mga gabay sa paggamit ng mga platapormang pangkomunikasyon ng UXPH, at mga poll prompt sa WhatsApp. Sa handover session or pagsusumite ng proyektong ito sa UXPH, lumalabas na nagawa ng proyektong linawin ang tungkulin at expectation ng mga volunteers, ang kultura ng organisasyon, at maayos na paggamit ng mga platapormang pangkomunikasyon ng UXPH. Sa kabuuan, ang proyekto ay nag-aambag sa pag-unawa kung paano magagamit ang OMA upang makipag-ugnayan sa mga volunteer ng mga organisasyong madaling sumabay sa agos ng teknolohiya.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Nonprofit organizations--Philippines; Multimedia communications--Philippines; User Experience Design Society Philippines, Inc.

Upload Full Text

wf_yes

Embargo Period

12-5-2025

Download

Share

COinS