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A team from the UPLB College of Development Communication (CDC) organized a synthesis workshop last March 13 at the Ramada Manila Central. It brought together academics, devcom practitioners, local government

continued on p. 7

March 2017Vol. 9 No. 3

THE OFFICIAL NEWSLETTER OF THE UPLB COLLEGE OF DEVELOPMENT COMMUNICATIONdevcomm il

CDC holds synthesis workshop on ECCD projectunits, and advocates of early childhood care and development (ECCD) learning for an end-of-project sharing of lessons learned from field experience.

Staffers from the United Nations Children’s Fund (UNICEF) Philippines

Lim recognized as UPLB Outstanding TeacherAssistant Professor Aldo Gavril T. Lim from the Department of Science Communication is this year’s Outstanding Teacher Awardee for Social Sciences and Humanities (Junior Faculty Category).

He was recognized in an awarding ceremony on March 6 which also marked the 108th foundation day of UP Los Baños.

A faculty member of the College of Development Communication since 2006, aProf. Lim has contributed significantly in the development and continuous improvement of numerous undergraduate courses in the BS Development Communication curriculum, among them DEVC 155 (Knowledge Management for Development). In addition, he has become part of various research and

handling communication for development (C4D) programs and ECCD initiatives, as well as representatives from the National ECCD Council of the Philippines, were also present.

In her welcome remarks, project leader Dr. Ma. Theresa Velasco noted that much has been achieved in the communities despite the short implementation period of the ECCD communication activities. She emphasized the value of CDC’s partnership with state universities and colleges in harnessing local talents, learning from field experience, and documenting devcom activities toward the continuous enriching of the discipline.

Education specialist Psyche Vetta Olayvar, representing UNICEF

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Dr. Mildred O. Moscoso summarizes the presentations of project area coordinators and focal persons on programs to improve early childhood care and development during the synthesis workshop. Participants in the activity include representatives of local governments in Northern Samar, Maguindanao, Masbate, and Zamboanga del Norte. (Photo by KAC Anarna)

aProf. Aldo Gavril T. Lim (second from left) poses with (L-R) Vice Chancellor for Academic Affars Dr. Portia G. Lapitan, UP Regent Francis C. Laurel, UPLB Chancellor Dr. Fernando C. Sanchez, and CDC Dean Dr. Ma. Theresa H. Velasco after receiving his trophy. (Photo from UPLB Facebook page)

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CDC trains PCAF coordinators on technical reporting

Faculty members of the UPLB College of Development Communication have been tapped by the Philippine Council for Agriculture and Fisheries (PCAF) of the Department of Agriculture to train its provincial and municipal

coordinators about technical reporting and documentation in aid of policymaking in a series of workshops.

The first workshop was held in Baguio City on March 20-24 with Dr. Ma. Theresa Velasco, aProf. Garry Jay Montemayor, and aProf.

Kabzeel Sheba Catapang serving as resource persons. The training was attended by coordinators of Baguio City, Abra, Apayao, Benguet, Ifugao, Kalinga, Mt. Province, and PCAF Regional Office. Representatives from the PCAF Central Office were also present.

The workshop focused on information processing, clear and effective writing, editing, and technical writing. Other topics discussed include communication needs analysis and formats of documentation reports.

For subsequent workshops, topics will be contextualized in the participants’ place of assignment.

Similar trainings will be held from April to July for PCAF coordinators in Regions III, IV-B, VIII, and XI. (KSG Catapang)

Dr. Ma. Theresa H. Velasco shares with the personnel of the Philippine Council for Agriculture and Fisheries (PCAF) from the Cordillera Autonomous Region tips on how to improve technical documentation of the agency’s activities. The workshop is the first in a series to be held this year for PCAF field coordinators. (Photo by KSG Catapang)

ASEAN-themed flag ceremony hosted by CDCIn line with the upcoming Association of Southeast Asian Nations (ASEAN) summit to be held in the Philippines this April, the College of Development Communication (CDC) hosted an ASEAN-themed flag ceremony on March 20, 2017. CDC faculty and staff attended the ceremony wearing national costumes and clothing from ASEAN member countries. Dr. Mildred O. Moscoso hosted the flag ceremony, which included the official ASEAN hymn entitled “The ASEAN Way.” Marionette Dela Cruz of the Department of Educational Communication and Sarah Mae Coronel of the Department of Science Communication led everyone present in singing the hymn. A Thai graduate student of CDC also performed a Muay Thai ceremonial dance. A short program after the ceremony featured a quiz bee on ASEAN facts and figures. CDC faculty and staff, together with members of the University Police Force, participated in the quiz. Prizes were handed out to those who answered correctly.

According to Dr. Benjamina Paula G. Flor of the

Top photo: aProf. Pamela Joyce M. Eleazar of the Department of Development Journalism leads everyone in reciting the “Panunumpa sa Watawat” during the flag ceremony proper. Bottom photo: Members of the University Police Force and CDC faculty and staff participate in the quiz bee portion of the program following the flag raising ceremony in front of the UPLB Main Library. (Photo by MB Maningas)continued on p. 7

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CDC holds synthesis workshop...

The UP Alliance of Development Communication Students (UP ADS) held its annual Classified ADS with the theme “Litera Milenya: Panitikang Pilipino sa Makabagong Panahon” last March 27 at the NCAS Auditorium.

Three speakers were invited to discuss how Philippine literature evolved over time and was shaped by our current society.

Rhadson Mendoza, popularly known as Matabang Utak, started the talk about emerging media in Philippine Literature. He shared his journey as a blogger and how blogging paved the way for his writing career. Mendoza also emphasized social media and its inevitable role in the development of Philippine literature.

A University of Santo Tomas literature professor, Dr. Joyce Arriola elaborated on the social effects and implications of changes

UP ADS hosts symposium on Philippine literaturein Philippine literature. She discussed the nature of Philippine literature in the past and the different changes that happened in the literature we have today.

Comic artist Manuel Luis Lorenzo Abrera (popularly known as Manix Abrera) ended the talk with a presentation of his work, Kikomachine Comics. He focused on his experiences as an artist and how these

UP ADS members Donna Cris P. Corpuz (far left) and Irven Spence Bustamante (far right) interview the speakers of the organization’s symposium. The speakers are (L-R) Dr. Joyce Arriola, Manix Abrera, and Rhadson Mendoza. (Photo from the UP ADS Facebook page)

continued from p. 1

Philippines, commended the small steps realized through the project that contributed toward improving both the supply and the demand sides of ECCD in the focus areas of Aroroy and Milagros in Masbate, Mamasapano and Parang in Maguindanao, Bobon in Northern Samar, and Siayan in Zamboanga del Norte.

She also pointed out the importance of having an online platform that serves as a chronicle of the project’s accomplishments.

Stories of changeOne highlight of the workshop is the presentation of stories of change documented in the project sites.

The stories capture significant events in the project implementation—including community consultations, implementation of various communication activities, and expressions of support by local chief executives.

They also present improvements in the respective ECCD situations

influenced him to create stories in frames which, in turn, also contribute to the development of Philippine literature and society.

Through the annual Classified ADS symposium, UP ADS aims to present relevant development-oriented topics in light of various social pursuits. (EMG Encina)

of each municipality, taking off from the problems and challenges identified at the start of the project during the communication planning workshop.

Given that each municipality had individual stories and unique context, the local devcom experts and core groups were able to capture stories that highlight their unique circumstances.

Specifically, in Mamasapano, the highlight was the creation of the Mobile Day Care; in Parang, the increase in honoraria for day care workers; in Siayan, increase in budget for early learning; in Bobon: addressing of congestion in day care centers; in Aroroy, appreciation for ECCD among parents; and in Milagros, eliciting a sense of ownership from the community.

The stories were presented by the following: Dr. Virginia D. Balanon of the University of Eastern Philippines in Northern Samar; Althea C. Garcia and Roviline A. Rapisura of the University of Southern Mindanao in Cotabato; and Elizabeth Jane P. Sebastian of the Zamboanga City State Polytechnic College in Zamboanga City.

Pretesting of communication materialsDuring the workshop, communication

materials in support of ECCD initiatives—previously pretested among community members and other stakeholders-—were also presented by CDC. Workshop participants suggested ways on how to further improve and make these materials suitable to the culture and circumstances of their respective areas.

Janet Rosalie Ann Polita, C4D officer at UNICEF Philippines, expressed her gratitude for contributions of workshop participants and commended the work of the local devcom experts in promoting early childhood care and development in the project sites.

She also expressed hope that the experiences and lessons learned from this project will be added to the national ECCD plan.

The partnership between the UPLB CDC, UNICEF, and the local government units officially ends this month. (KSG Catapang)

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DDJ seminars tackle lessons, opportunities in journalism

Journalist, editor, and professor Dr. Crispin Maslog shares with students his experience during the 1986 EDSA Revolution and gives his insights on the role of media and communication in keeping people informed and rallying them together for a cause. (Photo by KSG Catapang)

Social media strategist, blogger, and columnist Tonyo Cruz discusses the challenges and opportunities in using social media, especially with reference to tackling fake news and alternative facts. (Photo by CS Bucu)

The Department of Development Journalism (DDJ) kick-started this month its DDJ Seminar Series for 2017 with two events focusing on the role of communication and journalism in raising awareness about social issues both in the past and the present. These seminars, which were held at the lecture hall of the College of Development Communication, featured notable personalities that had helped and continue to help shape the landscape and discourse about important issues.

GunitaThe first of the two seminars this semester was entitled “Gunita: Reflections on the Coverage of the People Power Revolution.” Featuring journalist, editor, and professor Dr. Crispin Maslog, it was held on March 2 in time for the commemoration of the 31st anniversary of the 1986 EDSA Revolution.

Dr. Maslog talked about his personal experience during the Marcos regime and reiterated the importance of knowing history, which--according to him--serves as the blueprint upon which a nation is shaped.

According to Dr. Maslog, the EDSA Revolution is the first televised

revolution in history, and through this coverage was

revealed the crucial role played by media in the unfolding of political events.

Already a publisher when Martial Law was declared in 1972, Dr. Maslog discussed how different media--such as radio, television, and newspaper--became important sources of information and platforms for communication at the time when public content was controlled by the government. He recounted how the world tuned in on what was happening in the Philippines, as the events leading to EDSA 1 were covered by hundreds of foreign journalists. Showing the audience examples of newspaper headlines and reports during Martial Law, he recounted how government took control of media facilities, and how people found ways to communicate through telephone, ham radio, or word

of mouth to be informed of the latest developments. He said that communication, across platforms and through different means, played the important role of linking the Filipino with their leaders then, several of whom remain active and still appear in today’s headlines. “Perhaps years [or] decades from now, grandparents will tell their grandchildren this: my dear child, I was there at EDSA, during that revolution of 1986, and that certainly was the Filipinos’ finest hour,” Dr. Maslog said in concluding his presentation.

Dr. Maslog continues to publish books about communication and media education. The most recent was launched during this seminar: “Martial Law Jokes, Atbp: Stories I Couldn’t Share Under the Marcos Dictatorship.” EntabladoThe second seminar in the series was entitled “Entablado: Media as Platform for Social Debates and Issues.” It featured social media strategist, blogger, and columnist Anthony Ian “Tonyo” Cruz. Organized by DDJ in partnership with DEVC 80 Section V1 of this semester, it was held on March 20 at CDC.

Cruz, the man behind the award-winning blog tonyocruz.com,

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Arline Adeva, Brand Communications and Public Relations Director of Jollibee Foods Corporation and a UPLB BSDC alumna Batch ‘91 (cum laude), shared on her rich experience in branding and public relations practices during a seminar on March 27 at the Umali Auditorium of Southeast Asian Regional Center for Graduate Study and Research in Agriculture (SEARCA).

In this seminar entitled “Bida ang Saya: Devcom Lessons in the Branding of Jollibee,” Adeva refreshed everyone’s memories of their company’s hit online campaign called Kwentong Jollibee Valentine Series (KJVS) by showing three viral videos released last February: “ Vow,” “Crush,” and “Date.” She shared behind-the-scenes information, as well as their experiences during production and the hurdles they encountered before the online release.

She said that her team struggled as to whether or not to release the ad about death. But later, they realized that there is nothing to be afraid of because death, just like love which is the central theme of the first two videos, is a part of life. Hence, they decided to push through. “When you launch materials on social media, you don’t just upload it and then you go to sleep. You should monitor the sentiments, how people think,” she noted.

Adeva noted that more than the number of views, the number of shares are important for a campaign because it

CDC alumna shares branding practices

“You alone are responsible for your own words,” Atty. Paul Kenneth Davis of UP Law Center’s Paralegal Training Program reminded students of the value of ethical journalism during his lecture about Philippine Law on defamation held last March 30 at the College of Development Communication Lecture Room 1. Organized by the DEVC 80 (Communication and Society) class Section G handled by aProf. Rosario Velasco-Tatlonghari, Davis’ talk tackled the basic information on defamation.

UP attorney to Devcom students: Be careful about what you write

CDC alumna Arline Adeva, ) currently brand communications and public relations director of Jollibee Foods Corporation, shares with students tips on how development communication lessons can be used in the corporate world. (Photo by JAB Nisperos)

is a clear indication that you have a very engaging material, as the number of shares influences the reach [of the material]. She also said that though it was a brand love campaign (which was not primarily created to actively boost sales), the success of the campaign translated to sales which tripled after the videos went viral.

She also emphasized having “solid and clear strategic intent” and “anchoring campaign on a powerful truth.” For their brand, it is about showing different kinds of love, including the one that endures after life. “Let us all remember

By infusing a legal perspective in looking at journalistic practices, he elaborated on the elements, defenses, and common misconceptions about the civil offense. He also discussed legal trends and the emergence of anti-cybercrime law, while citing a number of popular (and controversial) legal cases regarding the topic. Compared to other seminars, the activity was not open to the public and adopted a more intimate set-up with 19 students as participants. (EMG Encina)

that whatever happens, whether we find or end up with our forever or not, love is a gift to be treasured, and we should celebrate the joy of love in all its forms,” Ms. Adeva concluded.

The seminar was produced by the DEVC 80 class of aProf. Lester P. Ordan. It was open to the public and was attended by representatives from schools and universities near Laguna, as well as government research and development institutions, and local government units. (CS Bucu)

Ryan Jay Galang (left) of the Department of Development Broadcasting and Telecommunication asks Arline Adeva (right a quesiton about brand campaign (right) during Bida Ang Saya’s open forum. (Photo by CS Bucu)

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2016 DJA awardees announcedThe Department of Development Journalism recognized on March 20 BS Development Communication students who displayed outstanding work in development journalism courses and/or courses with development journalism component by giving out the Development Journalism Awards (DJA).

discussed relevant issues and problems concerning the nation, society, media, and academe. He said that a certain “crisis of expectations” affects people’s lives online and offline and that social media, particularly fake news, has changed the way the public consumes and shares media content. Cruz noted that the rising readership of fake news on social media is nothing new, as today’s false news is simply yesterday’s “biased news,” “black propaganda,” and “black operations.” He emphasized that fake news or of hyper-partisanship on the internet is rooted not in people’s ignorance but in the machinations of the powerful.

“It defies logic that anybody would take time to make websites or

Facebook pages, gather and publish fake news just for the

Tonyo Cruz (left) presented the certificates for this year’s Development Journalism Awards, among them (L-R) Paulo Luis S. Zipagan, recognized as budding development journalist, and Ana Dominique Pablo, representing DEVC 136 Section CD-3L for AY 2015-16 with laboratory instructor aProf. Winifredo B. Dagli, for Best Los Baños Times issue. (Photo by DEVC 80 Section V1)

DDJ seminars tackle... continued from p. 4

Now on its fourth year, the DJA aims to raise the quality of writing and storytelling of students on development-oriented issues relevant to local communities. It also seeks to recognize students who show potential or demonstrate skills that are essential in telling development stories. Further, it aims to motivate and inspire students to excel in

development journalism and imbibe the qualities of a development journalist.

The DJA is given out every year during the DDJ Seminar Series.

The 2016 DJA awardees are the following:

Budding development journalist Paulo Luis S. Zipagan

Outstanding development journalist Mary Joy D. Grefaldo

Outstanding Science Story awardeeAndrea Therese S. Canivel

Best Los Baños Times issue DEVC 136 CD-3L AY ’15-’16

heck of it. It is planned, funded, supported, and disseminated by those in power -- whether in the administration or opposition,” he said. Refreshing the memory of the audience about social media movements, such as the Million People March, relief PH, rescue PH, and the ever popular #walangpasok, Cruz shared his belief that social media can also be used for the common good. He described social media as a battlefield for debates and a platform for discussion.

Cruz put forward the plight of Filipino farmers who are longing for change in their communities and have been waiting for headlines, such as the end of land use conversion and pulling out of military forces in rural areas. He called on students to act by making known the stories of these people, whom he referred to as the primary constituents of devcom, CDC, and UPLB as a whole.

Toward the end of his presentation, Cruz reminded everyone that social media,

despite the negativities hounding our online interactions, is all about content and that it is nothing without content. He also left this question for the audience to reflect on and answer: “What kind of content would best represent you, coming from devcom? What would be the future content of newspapers if edited by graduates of Devcom?”

***The DDJ Seminar Series aims to provide a venue for a discussion on relevant issues in the context of journalism in particular and communication in general.

Launched in 2007, the series previously focused on topics ranging from challenges of journalism practice in the Philippines to investigative journalism, data journalism, visual storytelling, and culture of impunity. (LAB Estacio, MP Tubio, CS Bucu)

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2017 Gandingan Awards moved to end of April

DEVC 199 classes hold seminar series

This semester’s DEVC 199 (Undergraduate seminar) classes held during the months of February and March, a five-part seminar series about the conduct of research for the benefit of students currently doing their thesis.

The first two installments, which were conducted on February 13 and 20, focused on qualitative coding, analysis, and writing. Dr. Pamela A. Custodio from the

Department of Development Journalism served as resource person. Her first session was organized by students supervised by Dr. Benjamina Paula G. Flor and aProf. Sherwin Joseph C. Felicidario, while her second lecture was organized by the class of aProf. Trina Leah T. Mendoza.

The next three seminars were held on March 6, 13, and 20 and these covered quantitative coding, quantitative analysis, and writing the manuscript for quantitative research, respectively. aProf. Garry Jay S.

public service initiatives during his decade-long service to the university.

He is currently part of the research project on impact assessment of selected publications of a research-oriented government office and he still serves as a resource person for science communication, video production, basic photography, and communication planning.

Aside from his work related to instruction, research, and public service, aProf. Lim is also engaged in the

Montemayor gave the lecture on quantitative coding, aProf. Nancy A. Tandang of the Institute of Statistics discussed quantitative analysis, and Dr. Serlie B. Jamias of CDC taught writing the manuscript. These sessions were organized by the remaining DEVC 199 sections handled by aProf. Montemayor, aProf. Lester P. Ordan, aProf. Kabzeel Sheba G. Catapang, and John Mervin L. Embate.

The seminar series aimed to help students currently undertaking research in development communication and other fields to process their data, analyze the results of their research, and communicate their findings by writing the thesis. It also served as a quick refresher to BS Development Communication students after DEVC 197 (Introduction to Communication Research), which was taken in the previous semesters. (KSG Catapang)

Lim recognized...

Dr. Serlie B. Jamias shares tips on how to write the thesis manuscript during a seminar attended by students from the College of Development Communication and other units in UPLB. (Photo by DEVC 199 class)

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The UP Communinity Broadcasters’ Society Inc. has set April 29 as the final date of the 2017 Gandingan Awards. The event was originally scheduled for April 8.

The 11th Gandingan Awards is themed “Sulong Edukasyon” and uses a new system for selection of nominees and finalizing the list of winners. From the previous survey format, the current Gandingan nominees were assessed by a selection panel to accommodate in-depth review of entries and represent a wider number of UPLB constituents.

A total of 46 awards are set to be handed out during the awards night which will be held at the D.L. Umali Auditorium. Various media personalities are expected to grace the event. (CS Bucu)

ASEAN-themed... continued from p. 2

CDC Department of Development Broadcasting and Telecommunication, who coordinated the activities related to the flag ceremony, the ASEAN theme was chosen in compliance with the Civil Service Commission’s memorandum about increasing awareness about the ASEANization of the country. (CS Bucu)

design of interactive learning objects as part of the Interactive Learning Center and renders service as project development associate at the Office of the Chancellor. (CS Bucu)

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CDC student elected as 1st president of ASEAN University Student Council Union

John Derrick Ordoñez, a sophomore student taking up BS Development Communication at the UPLB CDC, was elected as the first president of the Association of Southeast Asian Nations (ASEAN) University Student Council Union during the 1st ASEAN University Student Council Union Conference held in Hiroshima and Tokyo, Japan this month.

The sole delegate from the University of the Philippines system, Ordoñez represented the country together with 12 other students from different Philippine universities.

“Karangalan ko pong irepresenta ang ating kolehiyo at unibersidad,” Ordoñez said about his election. (It is my honor to represent our college and our university.)

As president, Ordoñez heads the council union together with a team of other duly elected officers and country coordinators of the ASEAN member countries.

The other officers elected during the conference are the following: Morokoth Chhuon

(Cambodia), vice president; Rico Novianto (Indonesia), secretary; and Wong Satorn Cha (Thailand), press releations officer.

Coordinators of each ASEAN member country are also tasked to help the council formulate programs and activities for the ASEAN youth and education sector.

According to Ordoñez, the council is currently planning activities for the entire year, and he hopes to involve CDC in development programs, specifically those addressing the SDGs.

The conference was envisioned to serve as an avenue for ASEAN youth to discuss issues and matters that are timely and relevant for today’s generation. The event was made possible through the collaborative efforts of Japan International Cooperation Center and the ASEAN Secretariat. The delegates went through several discussions on peace and youth leadership.

Ordoñez is currently serving as a Councilor of the UPLB CDC Student Council. He is also an active member and comittee head of various campus organizations, such as UP Alliance of Development Communication Students, Red Cross Youth - UPLB, Buklod-UPLB, and National Alliance of Youth Leaders - South Luzon.

EDITORIAL BOARD

EDITOR-IN-CHIEF Jyasmin Calub-Bautista

ASSOCIATE EDITORCatherine S. Bucu

ADVISERSKabzeel Sheba G. Catapang

Ma. Theresa H. Velasco

CONTRIBUTORSKabzeel Sheba G. Catapang

Catherine S. BucuEra Mae G. EncinaMaryam P. Tubio

Lindsay Anne B. EstacioJohn Derrick M. Ordoñez Kamille Anne C. Anarna

Mario B. ManingasJann Adriel B. Nisperos

DEVC 199 Section B1 & B2DEVC 80 Secion V1

LAYOUT ARTISTCatherine S. Bucu

http://www.devcom.edu.ph/devcommail

CDC student John Derric Odonez (far left) poses with the Philippine delegation to the 1st ASEAN University Student Council Union Conference held in Japan. Ordonez has been elected as the first president of the council and is set to lead its members in implementing development-related activities. (Photo from JDM Ordonez)

The council union is currently working on the ASEAN Student Mobility Forum, which aims to strengthen the policies on student exchange programs in the ASEAN region.

It will be held from June 14 to 15 in Manila. (KSG Catapang with reports from JDM Ordoñez)