Professional Documents
Culture Documents
IN COMMUNICATING RISKS
janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfi
shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
OF JANITOR FISH PROLIFERATION
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani
torfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishja
IN LAGUNA DE BAY
nitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfish
janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfi
shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani
torfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishja
nitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfish
janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfi
shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
DWIGHT JASON RONAN
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani
torfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishja
College of Development Communication
nitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfish
University of the Philippines Los Baños
janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfi
Thesis Adviser: Prof. JV Bariuan
shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani
INTRODUCTION
Structure and Rationale of the Study
FAST FACTS:
LLDA General Manager Edgardo Manda even said that the lake could be
biologically-dead in five years time if the rate of its current deterioration
continues (Drastic Measures Needed to Save Laguna de Bay, 2007).
INTRODUCTION
Structure and Rationale of the Study
First reported in 2002, Cariño (2007) attributes the proliferation of the janitor fish in
Laguna de Bay “to the deliberate release or accidental escape from ponds where they
were being bred.”
Janitor fish, which is very popular with aquarium hobbyists, is now considered as an
invasive exotic species as it competes with other fishes for food and space.
Furthermore, the janitor fishes’ sharp fins destroy fishing nets making fisherfolks view them
as pests (LLDA, 2007).
INTRODUCTION
Structure and Rationale of the Study
• Senate Bill 1763 or the Anti-Injurious Animals Act of 2007 proposed by Senator Miriam
Defensor Santiago.
• The Marikina City’s “Oplan Alis Janitor Fish” campaign.
• “Swap-A-Gear” program of BFAR, LLDA, and several FARMCs in the Laguna de Bay
Region.
• The Bureau of Animal Industry also found that janitor fish is high in protein.
• The Environmental Management Bureau (EMB) of the DENR said that it may be
considered as a component of fish feeds.
• Marikina student Raymond Joseph Amurao also discovered the potential of the oil
from the janitor fish as a biodiesel.
• Other studies have indicated that janitor fish can also be used as organic fertilizer and
as leather.
INTRODUCTION
Structure and Rationale of the Study
PROJECT RESULTS:
• Janitor fish can be good fishmeal substitute for chickens and pigs.
• The addition of the janitor fish meal to the diets of chickens and pigs improved their
growth and performance and in a much lower cost than commercial feeds.
• The project also found out that there is high mercury and other heavy metal content,
not just in janitor fish, but also in tilapia and dalag caught in the waters of Laguna de
Bay
INTRODUCTION
Structure and Rationale of the Study
The results of this study can serve as a guide for LLDA in improving their communication
strategies in terms of communication channel, communication approach, and the
communication materials.
Also, this study particularly aims to assess the effectiveness of the communication
strategies in the viewpoint of the Laguna de Bay fisherfolks, the biggest sector affected
by the janitor fish problem. This, now, may determine how a particular
stakeholder/audience, in this case the fisherman, perceives the effectiveness of a
public communication campaign.
Furthermore, since LLDA implemented a World Bank-funded project, this study may
provide vital information on LLDA’s effectiveness in communicating environmental
issues.
INTRODUCTION
Limitations of the Study
• Communication Strategies
Using Communication Strategies
Effectiveness of Communication
Strategies
This study shall follow Everett Rogers’s Diffusion of Innovations Theory, which posits that
the diffusion of innovations “goes through a predictable sequence of stages”
(Straubhaar and LaRose, 2000). As defined by Rogers (1962), diffusion of innovations is
“the spread of a new idea from its source of invention or creation to its ultimate users or
adopters.”
In general, this theory claims that any decision-making unit (individual, group, society, or
country) when exposed to an innovation, passes through the so-called innovation-
decision process.
This study shall be conducted in four municipalities surrounding the Laguna de Bay:
Biñan, Bay, and Siniloan in Laguna and Cardona in Rizal Province.
METHODOLOGY
Respondents and Sampling Technique
A focus group discussion shall be done with the members of the Janitor Fish Project
Team. Furthermore, being the receiver of communication strategies of LLDA, the
fisherfolks’ evaluation on the communication strategies used by LLDA JFPT will be
assessed.
Stratified proportional sampling of fisherfolks from the four municipalities shall be the
sampling procedure.
The study shall use focus group discussion (FGD) and self-administered
questionnaires (SAQs).
At the start of the study, the researcher shall coordinate with the LLDA JFPT at
the LLDA Calauan Office for the conduct of the study.
The focus group discussion with the members of the JFPT shall then be
arranged. The FGD shall be taped and information deduced from the
interviews shall be used in the formulation of the SAQs for the fisherfolk.
IN COMMUNICATING RISKS
janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfi
shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
OF JANITOR FISH PROLIFERATION
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani
torfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishja
IN LAGUNA DE BAY
nitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfish
janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfi
shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani
torfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishja
nitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfish
janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfi
shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
DWIGHT JASON RONAN
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani
torfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishja
College of Development Communication
nitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfish
University of the Philippines Los Baños
janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfi
Thesis Adviser: Prof. JV Bariuan
shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani