Date of Publication

8-10-2023

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

Maria Angeli R. Diaz

Defense Panel Chair

Jan Michael Alexandre C. Bernadas

Defense Panel Member

Katrina Paola B. Alvarez
Kathleen Joy Bitao
Jason Vincent A. Cabañes

Abstract/Summary

The purpose of this study is to examine how social movement organizations (SMOs) use framing in their communication channels to strategically construct messages in order to gain and mobilize support. For over the past four decades, the Bataan Nuclear Power Plant (BNPP) remains a subject of contention among Filipinos. The Nuclear-Free Bataan Movement (NFBM), an organization that was founded to localize anti-nuclear and anti-BNPP efforts in Bataan during the Martial Law era, remains a steadfast proponent of a nuclear-free nation to this day amidst the recent developments on the BNPP’s revival. This research analyzed the digital media and print communication materials released by NFBM by conducting a qualitative content analysis of their Facebook posts and primers. Using Snow, Rochford, Worden and Benford’s (1986) and Snow and Benford’s (1988) theoretical work in core framing tasks and frame alignment processes, the study examined how they frame their opposition to nuclear energy and the opening of the BNPP. The findings of this study indicate that NFBM predominantly utilized diagnostic framing and frame amplification in their primers. Meanwhile, motivational framing and frame amplification was primarily employed in their online posts on Facebook. Findings also indicated that not all framing tasks and alignment processes were consistently utilized in their communication materials, therefore this study provides specific recommendations for NFBM on how to effectively frame their messages so that ultimately, the organization can garner and mobilize support for their cause.

Keywords: framing, social movement organizations, qualitative content analysis, print communication, digital media, core framing tasks, frame alignment processes

Abstract Format

html

Language

English

Format

Electronic

Keywords

Social movements; Communication; Digital media; Nuclear-Free Bataan Movement

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Embargo Period

9-6-2023

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