What We Do

As part of the culminating activities of its 25th Anniversary Celebration, the College of Development Communication (CDC) honored its partners through the years during its Partners’ Recognition Program held at the UPLB Charles Fuller Baker Memorial Hall on 16 December 2024.

The partners recognized at the event were as follows:

Pillars of Development Communication

• Thomas G. Flores, Ph.D.
• Rex L. Navarro, Ph.D.
• Ely D. Gomez, Ph.D.
• Maria Celeste H. Cadiz, Ph.D.
• Cleofe S. Torres, Ph.D
• Ma. Theresa H. Velasco, Ph.D
• Ruben Villareal, Ph.D
• Emil Q. Javier, Ph.D.
• Nora C. Quebral, Ph.D.
• Felix Librero, Ph.D.
• Juan F. Jamias, Ph.D.

College-wide Partners

• UPLB Ugnayan ng Pahinungod
• Association of Development Communication Educators and Practitioners (ADCEP)
• UNICEF Philippines
• Food and Agriculture Organization of the United Nations Communication for Development Team
• International Service for the Acquisition of Agri-biotech Applications (ISAAA)
• The Philippine Association of Communication Educators (PACE)
• Southeast Asian Regional Center for Graduate Study and Research in Agriculture (SEARCA)
• UPLB College of Agriculture and Food Science
• College of Development Communication Student Council

Department of Development Broadcasting and Telecommunication (DDBT)

• Youth Development Affairs Office of Laguna 
• Community Cable Vision Corporation
• UP Community Broadcasters’ Society
• UPLB Office of Public Relations
• UPLBOffice of alumni Relations
• UPLB Office of the Vice Chancellor for Research and Extension

Department of Development Journalism (DDJ)

• Philippine Press Institute
• Rappler
• Philippine Center for Investigative Journalism 
• Municipal Government of Los Baños, Laguna 
• Cynthia Quintans, Los Baños Municipal Disaster Risk Reduction Management Office
• Karen Lagat-Mercado, Los Baños Gender and Development Office
• Dr. Alvin Isidoro, Los Baños Municipal Health Office
• Department of Education Los Baños District
• Los Baños Central Elementary School 
• San Antonio PWD Association
• Jeanette Ilagan, San Antonio PWD Federation
• Anos PWD Association
• Leonie Gopela Macaldo Anos PWD Federation
• Los Baños National High School – Poblacion
• Sunshine Marcelino, Los Baños National High School – Poblacion
• Dana Caoagdan, Los Baños National High School – Poblacion
• Claudine T. Virtucio, Los Baños National High School – Poblacion
• Tanglaw
• Randolph “Batoy” Tolentino, Los Baños Group
• Ato P. Catipon, Los Baños Group
• Martin Q. Imatong, Los Baños Local Climate Change Adaptation and Mitigation Program
• Zenaida B. Escobin, Office For Senior Citizens Affairs of Los Baños, Laguna
• Florentino Montemayor, Jr., Office For Senior Citizens Affairs of Los Baños, Laguna
• Emily Alforja, Los Baños Women’s Brigade
• Raymond G. Abayari , Psorphil Laguna Chapter
• Maria Angeli Maghuyop, Psorphil Laguna Chapter

Department of Educational Communication (DEC)

• Bernaldo N. Calara Elementary School
• Ma. Ellen Camacho
• Rural Improvement Club Los Baños
• Tanggapang Panligal ng Katutubong Pilipino 
• University of the Philippines- Centre International de Formation des Autorités et Leaders

Department of Science Communication (DSC)

• Department of Science and Technology – Science and Technology Information Institute
• Department of Science and Technology – Science Education Institute
• Department of Science and Technology – Philippine Council for Industry, Energy, and Emerging Technology Research and Development
• Department of Science and Technology – The Philippine Council for Agriculture, Aquatic and Natural Resources Research and Development
• Department of Science and Technology – Research Institute for Tropical Medicine
• Department of Agriculture – Bureau of Agricultural Research
• Pure Earth
• Dr. Maria Rosarita Q. Siasoco, Executive Director, Pharmaceutical and Healthcare Association of the Philippines Cares Foundation
• Dr. Jose Rimon II , Pharmaceutical and Healthcare Association of the Philippines Cares Foundation
• Kathleen Solis, UNICEF
• Dante Oliver Portula, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ)
• Dr. Nicomedes P. Eleazar, Former Director, DA – Bureau of Agriculture Research
• Marlo Mendoza, Dean, College of Forestry and Natural Resources, UPLB
• Dr. Rossana A. Ditangco, Chief, Clinical Research Division of, DOH- Research Institute for Tropical Medicine (RITM)
• Dr. Jose Miguel R. de la Rosa, Bases Conversion and Development Authority
• Atty. Ma. Vicenta De Guzman (POSTHUMOUS), Tanggapang Panligal ng Katutubong Pilipino

(Miguel Victor Durian)

The Department of Educational Communication (DEC) of the College of Development Communication (CDC) organized a special plenary session at the 12th Association of Development Communication Educators and Practitioners (ADCEP) National Conference and Scientific Meeting on December 5, 2024, University of Southern Mindanao (USM), Kabacan, North Cotabato. 

The plenary session titled “Educational Communication and The Learning Crisis,” featured conceptual papers, empirical studies, and practice notes that reaffirm Edcom’s role in addressing the learning crisis in the Philippines. Collectively, they aimed to spark critical discussions towards improving educational practices, implementing programs, and formulating policies to address said issue. 

Asst. Prof. John Mervin Embate presented his paper “Si Teacher Feelingero: The Emotional Labor of Teaching and the Social Constructions of a ‘Good’ Teacher.” Through exploring literature on teacher emotion and critical theories on affect, the paper offered perspectives on the interface of identity construction, emotions, and labor in teaching. In addition, it discussed how teacher emotions provide a more comprehensive picture of the challenges faced by learning actors amidst the crisis in Philippine education.

Meanwhile, DEC Chair Asst. Prof. Elijah Jesse Pine shared his research titled “A Thematic Review of Educational Comics Research in Southeast Asia: Prospects for Philippine Basic Education.” The paper revealed a lack of research on educational comics in Philippine basic education, and that most available research on the subject are experimental studies that focus on educational comics in the sciences and mathematics. As such, a framework of recommendations for educational comics research and practice was presented. 

The third paper, titled “Pagpiga sa Wika: Paglilimi sa mga Katutubong Kagawiang Pangkomunikasyon sa Pagtuturo na Hinango sa Filipino” was presented by Asst. Prof. Romel A. Daya. During his talk, he emphasized the importance of mainstreaming Filipino communicative practices, such as pagtatanong-tanong, pakikisalamuha, and pakikipagkuwentuhan, as instructional strategies. He further encouraged reimagining local classroom practices that are anchored solely on Western notions of learning and communication.

Lastly, Assoc. Prof. Mildred O. Moscoso and DEC UEA Ms. Renz Frances D. Abagat-Manrique presented their practice-based paper titled “The Case of DEC-CDC Kalinga sa Eskwela’s Strategic Planning and Partnership Review: Lessons from Beyond the Classroom.” The paper narrated the rationale, conceptualization process, and implementation of the strategic planning workshop conducted by DEC with its long-time partner school. Further, reflections on the school as a community, the value of embracing the slow movement in sustaining partnerships, and the importance of shared responsibility and a nurturing environment were highlighted as a guide for future practice.

The session was moderated by Asst. Prof. Rovil A. Espiritu, DEC faculty member and ADCEP Philippines Treasurer. 

Themed “Communication that Cares: Fostering Peace, Justice, and Strong Institutions,” the conference intended to highlight Devcom research outputs and community-based initiatives that aimed to contribute to the achievement of Sustainable Development Goal (SDG) 16: Peace, Justice, and Strong Institutions. It featured plenary speakers from non-government organizations and academic institutions such as UNICEF Philippines, Islamic Relief Worldwide, OXFAM International, USM, Limitless Lab, and UN World Food Programme. 

In addition, parallel sessions on themes such as digital transformation and futures thinking; social and ecological justice; participation in agrifood systems; inclusive and resilient communities; and communication, governance, and elections featured research outputs of Devcom faculty and staff from different higher education institutions (HEIs) in the Philippines. Among those who presented papers during these sessions were CDC faculty members:

• Asst. Prof. Daya (DEC) – “Papel ng Pakikipagkuwentuhan at Iba Pang mga Katutubong Kagawiang Pangkomunikasyon sa Pagbuo ng Isang Makataong Istoryang DevCom”
• Asst. Prof. Daya and Mr. Laurenz B. Cruz (DEC) – “Nature Tourism Discourse in Travel Blogs on Palawan, Philippines: Key Articulations Spotlighted and Social Realities Overlooked” 
• Asst. Prof. Avril Adrianne D. Madrid (DSC) – “Making a List and Checking It Twice: Checklists as Innovative Capacity-Building Tools for Successful Scientific Publication and Presentation” 

This was the third time the ADCEP conference was held in Mindanao. Central Mindanao University and Mindanao State University hosted the association’s fifth (2015) and ninth (2019) conferences, respectively.

ADCEP Philippines is a professional organization of Devcom educators and practitioners formed in 2010 and launched in 2011. Annually, it holds a national conference to promote the praxis of Devcom through showcasing research trends and industry challenges and opportunities. 

As an academic unit under CDC, DEC regularly conducts studies on the intersections of education, communication, and development, with emphasis on learning and media, learning systems design and management, facilitation of learning, and communities of learning. It offers courses on designing learning materials and implementing media-based and distance learning systems.

(This article was a collaborative class project of the DEVC 11 D-2L Laboratory Class, First Semester A.Y. 2024-2025; Photo courtesy of University of Southern Mindanao Development Communication Society)

The Department of Educational Communication (DEC) is proud to launch its book titled A Reimagined Definition and Model of Educational Communication. It is the culmination of a decade-long reflexive journey about Educational Communication (EdCom) Los Baños Style, gathered through interviews, forums, and discussions with EdCom practitioners and scholars.

The online version of the monograph may be accessed through this sign-up form: https://bit.ly/3VCC8VO

Bridging past and future ideas in EdCom, the book offers rich insights, theoretical perspectives, and real-world case studies that shape today’s practice and scholarship of EdCom. It is a good fit for scholars exploring fertile research areas in the intersection of education and communication, practitioners seeking practical guidance for EdCom projects, and students in the Philippines eager to delve into this rich domain of development communication. 

This publication was edited by Assoc. Prof. Rhodora Ramonette M. de Villa-Custodio, PhD and features eight think pieces written by Dr. Custodio, Dr. Liza A. Cabrera, Asst. Prof. John Mervin L. Embate, Dr. Edmund G. Centeno, Dr. Mildred O. Moscoso, Asst. Prof. Romel A. Daya, Ms. Renz Frances D. Abagat-Manrique, Asst. Prof. Rovil A. Espiritu, Asst. Prof. Elijah Jesse M. Pine, and Asst. Prof. Lynette B. Carpio-Serrano. 

The book was launched officially at the CDC Partner’s Recognition Program on 16 December 2024 as part of this year’s CDC Anniversary.

Availability of printed copies of the book will be announced soon.

The College of Development Communication’s (CDC) three undergraduate students won the Best Screenplay for their entry in the 8th Indie-Siyensya Filmmaking Competition Open Category of the Department of Science and Technology-Science Education Institute (DOST-SEI). They are Dan Alexander Abas, Neil Andrew Tallayo, and Mark Andrei Domingo, who were formally recognized at a ceremony held on 10 December 2024 at the Philippine International Convention Center (PICC) in Pasay City. 

Titled “ManLiLykha Sa Lawa,” their entry was their participatory video (PV) documentary output for their DEVC 125 (Writing and Reporting for Development) laboratory class under Asst. Prof. Miguel Victor T. Durian of the Department of Development Journalism (DDJ). It was in line with the theme of the competition, which was “Science and Filipino Culture: Siyensya Sa Kultura, Kultura Sa Siyensya.”

The PV documentary told the human interest story of the handicraft community in Pila, Laguna using water lilies from Laguna Lake as raw materials in weaving their products. It also featured two scientists from the UPLB School of Environmental Science and Management (SESAM) and the Department of Environment and Natural Resources Ecosystems Research and Development Bureau (DENR-ERDB), who explained the proliferation of the lilies and its economic, health, and environmental impact. The feature article version of the PV documentary was published on the Los Baños Times website.

The students competed against 34 other groups from all over the country who submitted entries in the Open Category.

The students received a trophy, certificate, and P10,000 cash prize.

Meanwhile, Asst. Prof. Gary Jay S. Montemayor and Dr. Ruby R. Cristobal of the Department of Science Communication (DSC) also attended the event as members of the board of judges of the competition, as well as Dr. Aimee Lynn Barrion-Dupo of the UPLB Institute of Biological Science (IBS), who chaired the board this year.

Last year, the DSC screened films from the 7th Indie-Siyensya as part of CDC’s 25th anniversary celebration.

What’s the point of segregating trash when it will be mixed up in the garbage truck?

This was answered during the “WASS UP, LB!”’s campaign relaunch at the College of Development Communication (CDC) led by the DEVC 208 (Communication Approaches in Development Communication Programs) graduate students of Dr. Benjamina Paula G. Flor on 4 December 2024 via Zoom.

On its sixth installment, “WASS UP, LB!,” an online webinar series for Project Waste-At-Source Segregation (WASS) led by the Office of the Vice Chancellor for Community Affairs (OVCCA), reminded constituents of the importance of waste management and recountedhow the project started due to the improper disposal of campus waste.

Serving as resource speaker was UPLB’s Pollution Control Officer, Engr. Christian Paulo Altoveros, of OVCCA.

He expounded on the various procedures involved in managing solid and hazardous waste, detailing the objectives of segregation, as well as the collection schemes and schedules. He also discussed common issues related to waste disposal, such as confusion over the types of wastes and the perceived futility of segregating trash.

Dr. Flor, in her opening remarks, emphasized the importance of the “clean as you go” approach and highlighted the significance of the WASS project through a poetic recital.

DEVC 208’s class representative, King Niño B. Manzano, capped off the seminar by reminding students of the role they play in waste segregation.

In attendance was Dean Maria Stella C. Tirol, who thanked the DEVC 208 and Dr. Flor for spearheading the campaign. 

The class had also set up an exhibit at the entrance of the CDC building to promote their campaign.

CDC was the first college at UPLB to have adopted the WASS UP, LB! Campaign, which was initially launched in February earlier this year. Previous DEVC 208 classes have also worked with OVCCA in the past in mainstreaming its solid waste management policies in the community. (Steph Graciel Lobo)

The UP Alliance of Development Communication Students (UP ADS) held “Flash Forward 2024: Matrix – a Multidimensional Look Into Social Development” on 20 November 2024 at the College of Development Communication (CDC) Lecture Rooms 1 and 2. 

The organization’s annual flagship event covered the diverse career opportunities for aspiring Development Communication (Devcom) practitioners. Attended by 157 attendees, the event centered on the prospective careers under the sectors of Disaster Risk Reduction Management (DRRM) and education. 

Invited speakers included Dr. Thaddeus P. Lawas and Ms. Rechelle Anne Tolinero-Barraquias. An alumnus of CDC, Dr. Lawas serves as a University Extension Specialist II at the UPLB School of Environmental Science and Management (SESAM). Meanwhile, Ms. Tolinero-Barraquias hails from the Xavier University – Ateneo de Cagayan and acts as the Chairperson of its Department of Development Communication.

The talk kicked off with Dr. Thaddeus discussing the vulnerability of the Philippines to natural disasters and what Devcom practitioners can do to address these problems. He highlighted the urgent need for more researchers in the DRRM sector.

“Pag grumaduate kayo ng Devcom, pupunta kayo sa mga research agencies, NGOs (non-governmental organizations), or even corporate. Dito tayo magfofocus instead of doon sa mga ayuda,” he stressed.  

(When you graduate from Devcom, you will go to research agencies, NGOs, or even corporations. This is where we should focus instead of distributing donations.)

He added that the focus of DRRM should be on prevention and mitigation rather than preparedness, response, and rehabilitation. 

On the other hand, Ms. Tolinero-Barraquias shared her experiences as a Devcom educator. She narrated her life story in choosing Devcom as an undergraduate degree program, the projects she had spearheaded as a university instructor, and personal reflections on the role of Devcom in society.

“Tuwing pumupunta kami sa isang community, mas naiintidihan ko why there is a need for Devcom,” she stated. 

(Whenever we visit a community, I better understand why there is a need for Devcom.)

The event concluded with an open forum, which revolved around the lucrativeness of Devcom careers and the role of practitioners in a corporate setting. Both speakers gave assurances regarding the field’s diverse opportunities post-graduation, while also stressing the importance of finding one’s niche. 

Closing the event was Ms. Lalie Centeno, Deputy Director of UP ADS, who reminded the attendees to take into heart the learnings of the event. 

“Dahil tulad ni Ms. Rechelle at Dr. Thaddeus, kaya rin na’tin mag-ambag para sa pagbabago ng ating mga komunidad,” she said. 

(Like Ms. Rechelle and Dr. Thaddeus, we can also create change in our own communities.)

(Lance Isaac Reamon; Photo courtesy of UP ADS)

College of Development Communication (CDC) students and academic staff participated in the 8th National Communication Research Conference (NCRC) 2024 held at the De La Salle University (DLSU) Manila on 22-23 November 2024.

Themed “Blueprints and Imprints: The UN Sustainable Development Goals (UN SDGs) in Communication and Media Research,” the two-day conference provided a venue for CDC students to engage with experts, build networks, and deepen their understanding on the role of communication research in achieving a resilient and sustainable future. 

Ms. Zarrel Gel Noza, a lecturer at the Department of Educational Communication (DEC) and a Communication and Knowledge Management Specialist at the Center for International Forestry Research and World Agroforestry (ICRAF), was also recognized with the Best Paper Award in the Graduate Student and Faculty Paper Competition. Her paper was titled “Does Knowing Mean Doing: The Relationship Between Communication Behavior and Agroforestry Adoption of Small-Scale Cacao Growers in Davao de Oro.”

Meanwhile, some DEVC 195 (Introduction to Communication Research) students of Asst. Prof. John Mervin Embate also participated, namely Dyan Dane Chomawat, Aina Patricia Febrero, Lynard James Lappay, Dave Sy, and Kyla Grace Velasco.

Additionally, he moderated two parallel sessions in the conference, including: Peace, Justice, and Strong Institutions for All, and Responsible Media Practice. Asst. Prof. Embate serves as the Research Coordinator for Luzon of the Philippine Association for Communication and Media Research, Inc. (PACMRI), which is a partner organization in this year’s NCRC.

The conference is spearheaded by the Department of Communication Research of the College of Mass Communication at UP Diliman. (Llynard James Lappay & John Mervin Embate)

The College of Development Communication (CDC) kicked off its efforts for the upcoming 2025 Midterm Elections through the forum titled “Political Reportage in the Age of Disinformation” held on 25 November 2024 at the UPLB ICOPED Auditorium. Part of CDC’c college-wide Bantay Halalan Laguna extension and public service program, the forum featured experts from the academe and industry.

The first speaker was Asst. Prof. Miguel Enrico G. Ayson of the UPLB Department of Social Sciences (DSS), who addressed the history of politics in the country, highlighting various issues such as the rise of political dynasties and corruption. He also presented a rundown of the different government positions open for votation. Finally, he analyzed current political events and their implications.

“The office holders must abide by their campaign statements, in other words the idea of democratic accountability…if you fail to do that, you can be outvoted during the next election cycle,” Asst. Prof. Ayson said.

The second speaker was Sandra Aguinaldo of GMA Integrated News, who discussed the difference between misinformation and disinformation, the proper use of Artificial Intelligence (AI), and the significance of fact-checking.

According to Aguinaldo, “We have to take action in our own little ways by engaging with our relatives, families, and friends in a nice way para maging aware rin sila dito at siyempre sana dumami pa ‘yung nagbabantay against disinformation especially now that the election is just around the corner.”

Her speakership was part of a formal collaboration entered into by UPLB and GMA.

Asst. Prof. Ryan Jay Galang of the Department of Development Broadcasting and Telecommunication (DDBT) followed, sharing details about Bantay Halalan Laguna as CDC’s collaborative extension program during the election season and announcing a call for volunteers.

Meanwhile, in her opening remarks, Dean Maria Stella C. Tirol highlighted Bantay Halalan Laguna as CDC’s initiative to provide the community with accurate, truthful information and educate them about their electoral rights and responsibilities as the election season approaches.

Concluding the event was Dr. Trina Leah T. Mendoza, chair of the DDBT and program leader of Bantay Halalan Laguna, by thanking the resource persons for their valuable insights and encouraging participants to volunteer.

Asst. Prof. Miguel Victor T. Durian of the Department of Development Journalis (DDJ) served as master of ceremonies. 

Stay tuned for Banay Halalan Laguna’s upcoming activities on its Facebook page. (Earl Joshua Pector)