Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016

This study focuses on the reception analysis of the flood risk communication programs, strategies, and messages of Barangay 19-B, Davao City, Philippines, as implemented by the Barangay's Disaster Risk Reduction and Management Council. The study aims to answer how programs and messages are implement by the Barangay Council, and how these are received by flood-prone residents. Barangay's specific communication programs, strategies, and messages on communicating flood risks, their constraints, and information and communication flow are discussed in this study. Further, relationships between residents? KAP and socio-demographics were also determined, together with other factors affecting their message reception. Moreover, their perceptions were also gathered to ascertain how they received these. Data were obtained through Key Informant Interviews, Focus Group Discussions, Survey, and Document Reviews. The Diffusion of Innovation Theory of Rogers and Adult Learning Cycle by Kolb served as lenses for this study to provide overview for DIT and a person?s experience affect one's reception to messages; it also tries to show how DIT applies in the Asian-Philippine context. Results showed that the Barangay conducts programs and strategies to inform and educate residents about how to act prior, during flooding and evacuation. Constraints were also present, affecting residents? message reception. Relationship between KAP and socio-demographics were also gathered; with Knowledge, Attitude and Practice all having significant relationships with residents? Highest Level of Education. Other variables, on the other hand, also showed significant and related relationships. Overall, residents received Barangay programs, strategies, and messages as satisfactory. However, these can still be improved further for the benefit of the residents in the flood-prone Barangay.