Date of Publication

8-2024

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Organizational Communication | Social Media

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Ruepert Jiel D. Cao

Defense Panel Chair

Jan Michael Alexandre C. Bernadas

Defense Panel Member

Debalina Dutta
Pocholo Magsino
Cheryll Ruth R. Soriano

Abstract/Summary

The Philippine tabletop gaming industry remains relatively small, with Filipino tabletop games (TTGs) often overlooked. Ludus Distributors Corporation (Ludus) advocates for the appreciation of Filipino TTGs and the expansion of the local industry through its ‘Larong Atin’ brand. Guided by Framing theory (Benford & Snow, 2000; Lin, 2012), the study will explore the strategies utilized by Ludus on Facebook (FB) that describe challenges, solutions, and collective action in the industry, aiming to understand how these framing activities affect the organization’s communication of its advocacy goals with its stakeholders. Through textual analysis, the researchers will examine the advocacy videos, photos, and texts from November 2018 to March 2024 on Larong Atin’s FB. In-depth interviews with select organizational members will also be conducted. Overall, this study can add to the knowledge of organizational communication in the digital age while exploring its intersection with game studies and providing insights into improving stakeholder relations.

Keywords: framing, advocacy, engagement, Facebook, game studies, tabletop games

Abstract Format

html

Language

English

Format

Electronic

Keywords

Social media; Games--Philippines

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Embargo Period

8-13-2024

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