Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao

Last April 20, 2012, the Department of Tourism released their first international TVC, entitled ?MEME?, for their current tourism branding campaign. ?It?s More Fun in the Philippines? which highlights Filipinos as the country?s main asset. This study, Why It?s More Fun Here: an Iconological Analysis on the representation of fun in DOT?s ?MEME? TVC (It?s More Fun in the Philippines International Campaign), analyzed the 15 memes using Panofsky?s Iconology to determine how each meme told why it?s more fun in the country and how its represented the Filipinos. The study was divided into three sections patterned after Gillian Rose?s Three Sites of Meaning: Site of Production, Site of Image, and Site of Audiencing. The Site of Production looked into the Department of Tourism?s intention and goals in creating the campaign and how memes as a medium contributed to the meaning of the TVC. The Site of Imaging was where the fifteen memes analyzed. The analysis revealed some Filipino traits and behaviors which are indeed known for. Lastly, the Site of Audiencing looked into the perceptions of international community towards the Philippines by examining factors that affect tourist arrivals in the country. Winning over to eliminate the unfavorable perceptions that our neighboring countries have towards us. This study proved of effectiveness of memes as a medium and the use of social media as a tourism marketing strategy.