Community Participation as Means of Citizen Empowerment: An Evaluation of the Communication and Participation Process of COVID-19 Prevention Programs in    Santa Maria, Laguna

Merilyn P. Rubin; Mark Vincent D. Ansay; Ma. Shane A. Ramos; Zandra N. Maningas

Merilyn P. Rubin Communication Department, Laguna University, Philippines
Mark Vincent D. Ansay Communication Department, Laguna University, Philippines
Ma. Shane A. Ramos Communication Department, Laguna University, Philippines
Zandra N. Maningas Communication Department, Laguna University, Philippines

Keywords: citizen empowerment, communication and participation process, community participation, COVID-19 prevention programs

Abstract

This study aimed to assess the existing communication and participation processes in Santa Maria, Laguna about their COVID-19 prevention programs specifically to (1) identify the catalyst for the development of COVID-19 prevention programs in Santa Maria, Laguna; (2) analyze the stages of the communication and participation process that are used for the COVID-19 prevention programs, namely: (a) assessment stage; (b) conceptualization stage; and (c) implementation stage; and (3) craft a plan of action for communication and participation process on their COVID-19 prevention programs. Purposive sampling was utilized to select the six respondents, who were community leaders and community health workers. This theory-driven study relied heavily on the Communication for Social Change Model and Convergence Theory. Thematic analysis was used to study the results of semi-structured in-depth interviews and observations. Furthermore, the study identified that COVID-19 catalysts are policy, internal stimuli, and mass media then it goes beyond the above-mentioned assessment stages. Individual assignment of leadership duties and responsibilities induced participation, whereas communication resulted in the formation of dialogues and meetings. The power and approaches to empowerment may have then trickled down to the barangay leaders. The government's pre-existing communication culture, which is even more rigorously vertical and top-down, overshadows efforts for dialogic communication. As evidenced by the work of the barangay health committee, the importance of community participation in the COVID-19 preventive program is gradually being recognized at the community level. Thus, it is recommended that community leaders should hold a formal open discussion with their community members to address their individual COVID-19 concerns, and they should emphasize community participation as means of collectively suppressing the pandemic and as it is a powerful mechanism linked to COVID-19 prevention programs. It is also suggested that future researchers investigate other communication theories and back up their interpretations with quantitative research.

Author Biographies

Merilyn P. Rubin, Communication Department, Laguna University, Philippines

Merilyn P. Rubin is from Santa Maria, Laguna who graduated Cum laude with Communication Arts degree and became the best student research presenter during the 2^nd Research Colloquium at Laguna University. She shares her experiences and skills within and outside their institution. In fact, she is a passionate academic researcher, does guesting in an educational show, a volunteer and field reporter in Bantay Halalan Laguna 2022 as well as a citizen journalist of MovePh or Rappler. Moreover, she was a news writer/researcher at College Editors Guild of the Philippines (The National Guilder) and the Editor-in-Chief of The Communicator, the official student publication of Communication Department at Laguna University. Above all, she always value education and love for arts because she believes that it takes a greater opportunity for achieving goals and for marking the lives of others.

Mark Vincent D. Ansay, Communication Department, Laguna University, Philippines

Mark Vincent D. Ansay is from Cavinti, Laguna who graduated with Communication Arts degree and became the best student research presenter during the 2^nd Research Colloquium at Laguna University. He was an avid dancer and member of Laguna University Performing Arts Club (LUPAC), a Gawad Comm 2019 Hiphop Dancer, a Multimedia King and Queen 2019 Representative, and a Kapit Sa Binti Dance Troupe Scholar. Additionally, he underwent to an internship program at Provincial Laguna Capitol and Royal Cable TV6 and became a writer, researcher, and do video editing for campaign and advertising purposes.

Ma. Shane A. Ramos, Communication Department, Laguna University, Philippines

Ma. Shane A. Ramos graduated with Communication Arts degree and became the best student research presenter during the 2^nd Research Colloquium at Laguna University. She is from Pagsanjan, Laguna who also became a researcher, assistant producer, and news writer who published articles on Los Baños Times through an internship program at College of Development Communication, University of the Philippines – Los Baños.

Zandra N. Maningas, Communication Department, Laguna University, Philippines

Zandra N. Maningas graduated with Mass Communication degree at San Pablo Colleges, pursued master’s and doctorate degrees in Communication Arts and Development Communication at the University of the Philippines Los Baños, respectively. She is an experienced quality management practitioner, academician, researcher, editor, consultant, among others. Hence, her unwavering pursuit to excellence and continual improvement has earned several awards and achieved higher accreditation levels for the institutions she has served including Laguna University.