Date of Publication

3-24-2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Animal Sciences | Organizational Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Carlo M. Figueroa

Defense Panel Chair

Cheryll Ruth R. Soriano

Defense Panel Member

Jeremy Tan Tintiangko
Joy Hannah C. Panaligan

Abstract (English)

The study explored how animal welfare organizations can use framing theory and framing strategies to increase salience of key messages, leading to the increase in the number of adoptions, sponsors, and donations. Pawssion Project, a nonprofit, non-governmental animal rescue organization, currently struggles with overcrowding within their Bulacan and Bacolod shelters due to the lack of adoptions which has caused a strain on their resources, their volunteers, and their rescue operations. Based on the receiver, source, and message audits conducted and drawing upon Benford & Snow’s (2000) core framing tasks, Lin’s (2012) frame transformation, Coffman & Beer’s (2015) advocacy strategy framework, Ravazzani & Maier’s (2017) framing in hypermodal spaces, and Entman’s (1993) definition of salience, a public communication campaign consisting of both online and offline tactics was executed, examining how Pawssion Project can employ framing theory to increase salience on the proper caretaking and maintenance of rescues, given that the lack of information on the matter is a factor for low adoption rates. Results of the study showed that framing particular key messages is effective in increasing salience and in mobilizing collective action through frame transformation, as seen through proactive comments and affirmations by Pawssion Project’s audience and the increase in adoption rates directly resulting from the campaign rollout.

Abstract Format

html

Abstract (Filipino)

"-"

Abstract Format

html

Language

English

Format

Electronic

Keywords

Pet adoption--Philippines; Animal rescue--Philippines; Animal welfare--Philippines

Upload Full Text

wf_yes

Embargo Period

4-21-2025

Download

Share

COinS