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Cultural enterprise as a tool for image building : (Record no. 2923)

MARC details
000 -LEADER
fixed length control field	02962nam a22001453a 4500
001 - CONTROL NUMBER
control field	UPMIN-00007296468
005 - DATE AND TIME OF LATEST TRANSACTION
control field	20221005161812.0
090 #0 - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (RLIN)
Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR)	LG993.5 2014 C54
Local cutter number (OCLC) ; Book number/undivided call number, CALL (RLIN)	L55
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name	Lim, Mark Jester M.
245 ## - TITLE STATEMENT
Title	Cultural enterprise as a tool for image building :
Remainder of title	a communication plan for the promotion of UP Mindanao /
Statement of responsibility, etc.	Mark Jester M. Lim
300 ## - PHYSICAL DESCRIPTION
Extent	132 leaves
520 ## - SUMMARY, ETC.
Summary, etc.	In whatever form, art has a place within the modes of social activity. Institutions, like UP Mindanao can utilize cultural enterprise for its promotion because of the following reasons: first, artistic practice and appreciation is part of the collective experience of any culture. Cultural enterprises have this ability to promote social cohesion, they can gather audiences, and they can express or represent shared norms, values, beliefs, of a society. Second, cultural enterprise can be a vehicle for communication. It must be noted that a work of art can be seen as a form of communication designed to be interpreted and experienced by persons other than its creator. Art must be seen, literature must be read, and music must be heard before any of these aesthetic products can become part of culture. Third, cultural enterprises are forms of art that mainly connects to the emotions of the public. It communicates a message by stirring emotions. In promoting UP Mindanao, the proponent realized that it is not merely communicating what is UP Mindanao as a brand or institution. It is communicating UP Mindanao Spirit to the public through the cultural enterprise. This research study utilized the constructivist and essentialist function of the cultural enterprise, especially music in expressing and shaping the way people might understand the image position of the University in the island. The core campaign plan was image positioning for the University. The researcher created an image position that highlighted the identities of UP Mindanao image and the pervasive symbol of Mindanao. Using Koro Kantahanay as a case in point, the researcher utilized the ROPE (Research, Objectives, Programming, and Evaluation) process in the public relations to create a communication plan. The proponent worked and explored on the three contributions of music to identity ? its capacity to give symbolic shape to a pre-existing or emergent identity, to contribute to the identity it feel or affective quality, and the music?s contribution to the positive valence to the UP Mindanao identity. The researcher anchored on the point that there is a popular way in engaging with the public while communicating an institution. The cultural enterprise in the University can be our communication vehicle in promoting our institution. This communication campaign is a support strategy of the existing efforts of UP Mindanao public engagements.
502 ## - DISSERTATION NOTE
Dissertation note	Thesis (B.A. Communication Arts) -- University of the Philippines Mindanao
650 17 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element	Communication Arts
General subdivision	Speech/Corporate Communication

Holdings
Withdrawn status	Lost status	Damaged status	Status	Collection	Home library	Current library	Date acquired	Accession Number	Total Checkouts	Full call number	Barcode	Date last seen	Price effective from	Koha item type
					University Library	University Library	2022-10-05	CHSS-T-gd5797		LG993.5 2014 C54 L55	3UPML00024826	2022-10-05	2022-10-05	Thesis