Date of Publication
3-24-2025
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Arts Major in Organizational Communication
Subject Categories
Health Communication
College
College of Liberal Arts
Department/Unit
Communication
Thesis Advisor
Joaquin Miguel G. Ruiz
Defense Panel Chair
Norman S. Zafra
Abstract (English)
The Philippine Cancer Society, Inc. (PCSI) is a non-governmental organization based in Manila that aims to prevent cancer among disadvantaged Filipinos through educational campaigns and free cancer screening services. One of its key initiatives is cervical cancer (CC) prevention, which includes hosting free mobile cervical cancer screening (CCS) programs. The identified organizational communication issue is that despite PCSI’s efforts to provide free CCS and CC education, they struggle to communicate its importance among their target audiences. As a result, CCS participation continues to fall below the organization’s target. With Rothman et al.’s (2006) definition of gain-loss framing, a communication audit was conducted on PCSI’s source, messages, receivers, and channels. Findings from the audit revealed that PCSI’s current communication materials fail to enhance the saliency of CC and CCS for its target audience, primarily due to mismatched message framing. With this, the group suggested two remedies: (1) a comprehensive CC framing manual regarding CC messaging that specifies proper framing strategies for both PCSI and their partner organizations and (2) supplementary educational materials for PCSI on CC. The CC framing manual was regarded as a valuable resource, providing clear guidelines for visually and textually communicating CC using appropriate framing methods, ensuring consistency in messaging. Meanwhile, the supplementary educational materials increased awareness about CC and CCS, benefiting both the organization and its target audience by improving access to accurate and well-framed health information.
Abstract Format
html
Abstract (Filipino)
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Abstract Format
html
Language
English
Format
Electronic
Keywords
Cervix uteri—Cancer--Philippines; Women—Health and hygiene--Philippines
Recommended Citation
Del Rosario, S. Y., & Macatulad, M. V. (2025). Exploring gain-loss frames and their effectiveness in increasing cervical cancer awareness among Filipino women in low-income communities. Retrieved from https://animorepository.dlsu.edu.ph/etdb_comm/232
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Embargo Period
4-19-2025
