Navigating the Path to Modernization: Strategic

Communication Challenges to Sustainable Urban

Transportation

An Undergraduate Thesis

Presented to the Faculty of the Department of Media Studies

College of Humanities and Social Sciences

In Partial Fulfillment

of the Requirements for the Degree of

Bachelor of Science in Development Communication

Morada, Nico O.

Pardo, Giovanni Paul O. Jr.

Vicente, John Riemeer

June 2024

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 Form 6 – RESEARCH PROPOSAL ENDORSEMENT

Name of Student/s Course

Morada, Nico O. BS DevCom

Giovanni Paul O. Pardo Jr. BS DevCom

John Riemeer Vicente BS DevCom

Submission Date: November 27, 2023

Proposed Research Title:

Navigating the Path to Modernization: Analyzing the Challenges to Sustainable

Urban Transportation of the Franchise Owners and Jeepney Drivers of Naga City

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Upon review of the attached proposal manuscript, I hereby endorse the same for evaluation. We
look forward to your thorough review of the manuscript and welcome the necessary changes, if
any, for the improvement of the proposed research. Thank you.

_______________________________________ _______________
Research Adviser (signature over printed name) date

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 TABLE OF CONTENTS

ABSTRACT
Chapter I
I. Background of the Study
II. Statement of the Problem
III. Research Objectives
IV. Production Objectives
V. Scope and Delimitations
VI. Significance of the Study
Chapter II
I. Related Literature
II. Synthesis
III. Theoretical Framework
IV. Conceptual Framework
Operational Framework
V. Definition of Terms
Chapter III
I. Research Design
II. Research Locale and Participants
III. Research Methodology and Instruments
FGD PHASE 1
FGD PHASE 2
Thematic Analysis
Media mix Production
IV. Data Gathering Procedures
V. Data Analysis
VI. Ethical Considerations

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 ABSTRACT

The importance of the jeepney transportation system in Naga city

will be the top priority in the research. The study aims to

identify the main challenges of the implementation of jeepney

modernization faced by the cooperatives in both traditional and

modernized jeepney vehicles deployed. To identify possible

communication strategies to create media mix production that aims

to aid the cooperatives in their path to jeepney modernization.

Finding out how the perspectives affect the viability and the

successfulness of attaining sustainable urban transportation in

Naga City. This study will utilize the P-Process theory as a

basis for the entire methodology as it will mainly focus on the

Focused Group Discussion element of the theory.

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 Chapter I

Introduction

This chapter provides about the study’s background, research

questions, scope and limitations, significance, and definitions

of terms used in the current study.

I. Background of the Study

Urban transport plays a central role in the sustainable

development of cities, affecting many different aspects of

urban life, including mobility, the environment and the

economy. In many developing cities such as Naga City, the low-

rise jeepney has long been a symbol of public transport,

serving as the primary means of transport for a significant

portion of the population. However, with the changing

urbanization dynamics, environmental concerns and

technological advancements, the need to modernize the jeepney

transport system is becoming apparent in this current time.

The Jeepney, a unique vehicle created from surplus

military vehicles, is deeply embedded in the cultural fabric

of Philippine cities. While it previously provided affordable

and accessible transportation options, the traditional jeepney

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model faces challenges that hinder its ability to meet the

demands of modern urban environments. These challenges include

a range of issues such as outdated emissions standards,

inadequate safety features, inefficient fuel consumption and

limited route optimization. In addition, the jeepney industry

is often plagued with unregulated operations, inconsistent

pricing structures, and volatile service quality.

In response to these challenges, the Philippine

government, along with many local governments, has launched

efforts to modernize the jeepney transportation system. The

modernization aims to address the shortcomings of traditional

jeepneys by introducing cleaner, safer, more fuel-efficient

and technologically advanced vehicles. Such modernization

initiatives not only help improve urban transportation, but

are also aligned with broader sustainable development goals,

including reducing air pollution, improving safety for

passengers and increasing operational efficiency. However, the

road to modernization is not without obstacles. Franchise

owners and jeepney drivers, who play a central role in the

transportation system, face a multitude of challenges as they

transition to modernizing vehicles and modes of transport.

Economic constraints, such as the cost of acquiring new

vehicles and the training involved, can be a significant

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obstacle for traditional operators. Furthermore, the

transition may require adjustments to familiar operating

patterns and routes, which may create objections from drivers

and passengers accustomed to traditional modes of transport.

This study aims to delve into the complex context of the

modernization of the jeepney transport system in Naga City.

Focusing on the perspectives of franchise owners and jeepney

drivers, this study seeks to identify and analyze the

challenges they face in navigating the transition to modern

and sustainable urban transport. Steady Understanding of these

challenges is critical to developing effective policies,

strategies and support mechanisms to facilitate a smoother

transition. Moreover, a better understanding of stakeholder

perceptions and concerns can foster a collaborative approach

to modernization, ensuring maximum benefits while minimizing

potential negative impacts.

To summarize it, the proposed study acknowledges the

importance of the jeepney transportation system in Naga city

and its role in urban transportation. By examining the

challenges faced by franchise owners and jeepney drivers in

adopting modernization, this study aims to contribute to

decision-making strategies, policy formulation, and informed

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 policy implementation that can ultimately lead to a more

efficient and sustainable urban transport system in Naga City.

II. Statement of the Problem

This study aims to analyze the Primary Challenges Faced by

Franchise Owners and Jeepney Drivers in Naga City during the

Process of Modernizing Jeepneys, and Identifying Strategies to

Address These Challenges for the Successful Implementation of

Sustainable Urban Transportation.

Specifically it sought to answer the following questions.

1. What are the primary challenges faced by the new

cooperatives during the transition to modernized jeepneys?

2. How does the modernization program affect the perceptions of

the traditional cooperatives and jeepney drivers?

3. How can the study help the LGU in implementing sustainable

urban transportation goals such as the jeepney modernization

in Naga City?

4. What are the communication strategies that could be proposed

to the stakeholders for efficient information dissemination?

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III. Research Objectives

The main purpose of this study is to find out and analyze

the challenges faced by all the cooperatives during the

implementation of the jeepney modernization program in Naga city.

It also aims to find out possible strategies on addressing these

challenges to attain sustainable urban transportation of Naga

city LGU.

Specifically this study aims to:

a. Determine the main challenges that franchise owners and

jeepney drivers face in both traditional and modernized

context during the implementation of Jeepney Modernization

in Naga City through Focused Group Discussion (FGD); and

b. Finding out how the perspectives of the traditional

franchise owners and jeepney drivers affect the viability

and the successfulness of attaining sustainable urban

transportation goals in Naga City; and

c. Identify possible communication strategies in communicating

and addressing these challenges faced by the stakeholders

effectively to attain successful implementation of

sustainable urban transportation; and

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 d. Propose communication strategies to the stakeholders along

with the media mix materials that will be produced through

the FGD.

By achieving these research objectives, this study aims to

provide a comprehensive understanding of the challenges faced by

franchise owners and jeepney drivers during modernization. The

insights gained from this analysis will contribute to the

development of informed recommendations, strategies and

interventions to facilitate a successful and sustainable

transition to modern urban transport in Naga City.

IV. Production Objectives

The researchers will devise a media mix strategy that will

integrate infographics and Public Service Announcements (PSAs) to

foster effective communication among Metro Peso, the Local

Government Unit (LGU), and the jeepney drivers and operators

within Naga city. This approach was a response to the

communication challenges identified during the Focused Group

Discussion (FGD) with the stakeholders. Its purpose was to

guarantee the smooth and successful transition of the

modernization program, which is designed to promote sustainable

urban transportation.

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 a. Develop engaging and informative media materials that

effectively communicates the key messages of the

modernization program to the stakeholders and promote

sustainable urban transportation;and

b. Pre-test the produced media materials, informed by insights

from focused group discussions, reach and resonate with the

target audience, including Metro Peso, LGU, and jeepney

drivers/operators; and

c. Final post-production of the materials.

V. Scope and Delimitations

In every research, identifying the limitations are crucial

to the success of the study itself. The general purpose of this

study is to recognize the challenges faced by the stakeholders

and jeepney drivers of Naga City to aid the development of

sustainable urban transportation. This study will only be

conducted in Naga City and the target respondents are the jeepney

drivers and the stakeholders.

The study will focus on identifying the challenges faced by

the stakeholders and jeepney drivers to create communication

strategies and media mix products through Focused Group

Discussions with the cooperatives and the jeepney operators. The

research design is mainly qualitative research and the method of

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data collection is through survey interviews and Focused Group

Discussion (FGD) with the identified variables which are the

jeepney drivers and the franchise owners. Furthermore, the study

will be beneficial for those who want to pursue a topic related

to this research, the jeepney drivers, franchise owners, and the

university archive.

The research will exclusively take place in Naga City, given

its recent participation in the jeepney modernization program.

The study will specifically concentrate on developing a media mix

material derived from information gathered during the Focus Group

Discussion (FGD) with stakeholders.

VI. Significance of the Study

The result of the study will greatly benefit the following:

The jeepney drivers and franchise owners in Naga city

The result of this study will identify and address the

challenges faced by the stakeholders, specifically the jeepney

drivers and franchise owners of Naga city towards the jeepney

modernization program. The study will also assist the

stakeholders to further understand the modernization program

specially those who haven’t transitioned yet to the new

modernized jeepneys.

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The LGU Naga

The findings of this study will assist the Local Government

Unit (LGU) of Naga City in advancing the jeepney modernization

program. Moreover, it may aid them in formulating alternative

transportation strategies for Naga City by gaining insights from

cooperatives, jeepney drivers, and franchise owners, considering

both traditional and modernized perspectives.

The MetroPSO

As the primary entity responsible for conveying the

modernization program and the key collaborator in this study,

MetroPSO will benefit from the study's outcomes by enhancing its

effectiveness in promoting the jeepney modernization program.

The Ateneo de Naga University

Ateneo de Naga University, guided by its core tagline, "Men

and Women for Others," will find value in the study's results.

The outcomes will serve as a guiding framework for the

university, assisting in envisioning its future contributions to

the project. This is especially relevant given the university's

connection to the national agenda for development.

The Researchers

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 The outcomes of this study, coupled with the hands-on

experience gained from conducting it, will significantly benefit

the researchers in their future careers as Development

Communicators in the future. The process of creating the media

mix materials will also empower the researchers to refine their

production skills, concurrently integrating essential development

concepts into their expertise.

The Development Communication Practitioners

The result of the study as well as the media mix produced

from this study has the potential to make a valuable contribution

to evaluating the role of communication in context of

transitioning to modernization, specifically the jeepney

modernization program. Additionally, it can serve as a guiding

resource for future studies in related areas.

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 Chapter II

Review of Related Literatures

This chapter contains the review of related literature used by

the researchers to support the current study, the literature

review synthesis, the theoretical framework, and the study’s

conceptual framework.

I. Related Literature

The review of related literature in this study focuses on

the transition from traditional jeeps to more modern and eco-

friendly modes of urban transport. It examines the findings of

experts and researchers in this field. Some researchers discuss

the benefits of upgrading old SUVs in cities, emphasizing

improved traffic and environmental friendliness. Others highlight

the challenges faced by Jeepney owners and drivers during this

transition. Additionally, some experts emphasize the importance

of ensuring that sustainable changes benefit all stakeholders,

including owners, drivers, and passengers. This study aims to

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leverage these previous research findings to understand the

challenges faced by jeepney owners and drivers in Naga City

during modernization. The ultimate goal is to provide potential

solutions to facilitate a successful transition for franchise

owners and jeepney drivers in the city. The research also

explores the significance of conducting focused group discussions

to gain insights into the perspectives of stakeholders.

Additionally, within the literature review, we integrated the

United Nations Sustainable Development Goal 11 (SDG 11), which

pertains to Sustainable Cities and Communities, particularly

focusing on SDG 11.2, which emphasizes the development of

sustainable and affordable transportation systems.

The Jeepney Modernization Program and Sustainable Urban

Transportation.

According to Litman, T. (2019) Sustainable urban

transportation is a holistic approach to mobility in urban areas

that seeks to provide efficient, accessible, and environmentally

responsible transportation options while reducing negative

impacts on the environment and promoting social equity and

economic vitality. The pursuit of sustainable and well-

coordinated urban development commences by aligning national

policies and regional development strategies, as emphasized by

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the United Nations in (2016). According to Mateo-Babiano, I., &

Ermagun, A. (2016). Effective policies and governance frameworks

are essential for promoting sustainable urban transportation.

Existing Goal of the Jeepney Modernization Program And The

Stakeholder Challenges and Perspectives of the Program.

Jeepneys, a staple of public transportation in the

Philippines, hold a significant presence in the country. These

paratransit vehicles, typically seating 12 to 16 passengers, have

a unique history as they were repurposed from surplus American

military jeeps left behind after World War II. Their widespread

usage has led to the development of considerable cultural,

social, and familial significance (Meñez, 1998). Presently, there

are approximately 179,000 jeepneys operating throughout the

nation. Notably, ninety percent of these vehicles are over

fifteen years old, contributing to significant environmental

pollution (DOTr 2018; Fabian & Gota, 2009; Regidor, Vergel, &

Napalang, 2009). An examination of jeepney passengers revealed

that while they find this mode of transportation familiar,

convenient, and cost-effective, it is also perceived as noisy,

unclean, and potentially unsafe (Okamura, Kaneko, Nakamura, &

Wang, 2013). Interestingly, commuters often opt for these

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jeepneys even for relatively short distances, foregoing walking

or cycling (Guillen, Ishida, & Okamoto, 2013).

In the Philippines; The Ministry of Transportation first

launched the Jeepney Modernization Program (JMP) in 2017, which

aims to replace traditional jeepneys with safer, more efficient

and environmentally friendly vehicles. The transportation sector

in the Philippines faces significant challenges related to the

environment, safety, and efficiency. In response to these

concerns, the government has introduced the Public Utility

Vehicle Modernization Program (PUVMP) in 2018, representing a

comprehensive initiative aimed at transforming and modernizing

the entire sector. This program aims to overhaul the practices,

policies, business models, and cultural significance of the

existing public transport system in the Philippines (Sunio,

Gaspay, Guillen, Mariano, & Mora, 2019). The PUVMP consists of

ten key components, including regulatory reform, local public

transport route planning for local government units, route

rationalization, fleet modernization, industry consolidation,

financing, vehicle useful life program, pilot implementation,

stakeholder support mechanisms, and communication. Notably, its

successful implementation involves collaboration with over twenty

local and international partner agencies. The program requires

jeepney operators to replace their old equipment with new ones

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that meet government standards for emissions, safety features and

accessibility. Mendoza,Regina Louise (2023).

In response to the (JMP) the government provides financial

assistance to operators through loans and grants, and the goal is

to complete the modernization of all jeeps, tentatively by 2020.

However According to Avi Ben P. Andalecio (2020) All

stakeholders and the government had different perceptions

regarding jeepney modernization. There was a significant

difference between agreement level of jeepney operators or

drivers and passengers. Miscommunication and diffusion of wrong

information was the main cause of inconsistent perceptions of the

stakeholders. For jeepney operators or drivers, the

rehabilitation was the solution for phasing out of traditional

jeepney units. The passengers agreed that jeepney modernization

helped metro Manila and was a great step toward globalization.

The manufacturers considered modernized jeepneys to provide

convenience for passengers and drivers.

Similar to other cities, like Cape Town, there has been

significant opposition from many operators towards these

initiatives (Schalekamp, 2017). Numerous transport groups have

organized strikes in protest of the proposed new regulatory model

(Rey, 2018). Additionally, some groups perceive these initiatives

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as profit-driven and detrimental to the less privileged,

potentially leading to the loss of autonomy and even bankruptcy

for small individually-owned businesses, a situation reminiscent

of the informal employment sector in Mozambique (Dibben, Wood, &

Williams, 2015). While there are several global studies that

explore the potential disruptions caused by the formalization of

the informal transport sector (Behrens, McCormick, Orero, &

Ommeh, 2017; Cervero & Golub, 2007; Mokonyama & Venter, 2013),

none have specifically examined this within the context of the

reform of the jeepney sector in the Philippines. Nevertheless, it

is not unreasonable to assume that there might be shared

challenges and issues encountered in both scenarios.

Jeepney Modernization Program in the Scope of SDG 11

In this study, the researchers are investigating the

operation of the jeepney modernization program within Naga City.

Furthermore, the researchers will explore the relationship

between this program and the objectives of Sustainable

Development Goal 11 (SDG 11), which pertains to Sustainable

Cities and Communities, focusing specifically on target 11.2. As

development communication students and future practitioners in

the field we always go back to the roots of our education, one of

which is learning about the Sustainable Development Goals of the

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United Nations. Our current topic tackles a specific part of the

SDGs which is SDG 11 and 11.2. Number 11 is all about making

cities and human settlements inclusive, safe, resilient, and

sustainable, under that is 11.2 which focuses on achieving the

affordable, safe, accessible, and sustainable transportation

systems all of which are in the hopes of making it happen or

better in 2030. In the latest report for target 11.2 in 2022

under the target comes a sub-target that is referred to as 11.2.1

entitled "Proportion of population that has convenient access to

public transport, by sex, age and persons with disabilities."

According to the report, in order to gain inclusive and

sustainable cities it is in need of more investments in public

transport. As per the 2017 Global Mobility Report, annual

passenger traffic will increase by 50% between 2015 and 2030,

while the number of cars on the road would double. places and

urban regions will be home to a sizable portion of this rise in

passenger traffic and vehicle ownership, adding to the already

difficult problems of traffic congestion, economic losses, and

air and noise pollution brought on by transportation in many

places. Since well-designed and functional systems can improve

efficiency, inclusivity, and safety in the transportation sector,

reducing the need for use of private cars will reduce traffic

congestion, but also encourage use of non-motorized transport,

the role of public transportation in reducing some of the likely

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effects from the projected increase in passenger movement is

crucial. Data for 2020 from 1510 cities across the globe show

that we are still a long way from harnessing the advantages of

creating a sophisticated public transportation infrastructure.

Only 37% of urban areas have easy access to a public

transportation stop, which is defined as a distance of 500 meters

for low-capacity systems (such as buses or trams) and/or 1,000

meters for high-capacity systems (such as trains and ferries).

This amounts to just around 52% of the world's population having

easy access to public transportation, depending on population

density within the cities. With the current state in order to

progress, city government units should still put it upon

themselves to initiate necessary interventions that may increase

the availability and use of public transport systems. The

necessary interventions are not just on building infrastructure

for public transportation, but also on putting in place

safeguards to ensure that the entire network of public

transportation is inclusive, safe, reliable, and effective.

In this research, the researchers explore the utilization of

various theories and concepts, including Strategic Communication

theory, Diffusion of Innovations, Participatory Development

Communication, and the P-Process theory. These theories and

concepts serve to chart a more defined course and offer a

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strategic framework for addressing identified issues, as well as

determining the communication and future direction of the study.

The Role of Strategic Communication Planning and Theories

for Development Programs.

The concept and theory of Diffusion of Innovations also

holds a pivotal role in the study. According to Boston University

School of Public Health. (n.d.). Behavioral Change Theories

(2022). The Diffusion of Innovation (DOI) Theory, developed by

E.M. Rogers in 1962, stands as one of the oldest social science

theories. Initially rooted in the field of communication, it was

designed to elucidate the process by which an idea or product

gains traction and spreads through a specific population or

social system over time. Ultimately, this process leads

individuals, as integral parts of a social system, to embrace a

new idea, behavior, or product. Adoption, in this context,

signifies a person's decision to depart from their previous

practices and incorporate a new product, embrace a novel

behavior, or engage in a fresh idea. Crucial to this adoption

process is the individual's perception of the idea, behavior, or

product as being innovative and novel. This perception is the

catalyst for the diffusion process. It's important to note that

the adoption of a new idea, behavior, or product (termed

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"innovation") doesn't occur uniformly across a social system.

Instead, it unfolds as a progression, with some individuals being

more inclined to adopt the innovation earlier than others.

Researchers have identified distinctive traits that distinguish

early adopters from later adopters. When introducing an

innovation to a specific target population, it is vital to

comprehend the characteristics that may either facilitate or

impede the adoption process. Within the DOI Theory, there are

five established adopter categories, and although the majority of

the general population tends to fall into the middle categories,

it remains essential to grasp the distinct traits of the target

population. The promotion of an innovation involves employing

various strategies tailored to appeal to the different adopter

categories.

According to The International Journal Of Humanities &

Social Studies (2021). "Participatory development communication,"

which involves using various communication methods to empower

communities to find solutions to their development issues. It

defines terms like "participatory," "communication," and

"development" and emphasizes the importance of community

involvement in addressing their challenges. The authors highlight

that this approach brings stakeholders together for environmental

problem-solving and societal change. They argue that it offers

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community members a platform to discuss natural resource

management and policy improvements. The paper refutes criticism

of the approach's rigor and accuracy and presents a three-step

methodology for genuine participation. It aligns with the

participatory communication theory, emphasizing two-way

communication for consensus in development activities.

The concept of participatory development communication

originated in the Philippines in the 1970s and aims to rapidly

transform communities from poverty to economic growth. This

approach emerged in response to the limitations of modernization

theory, which imposed top-down foreign strategies. While

participation in development communication aims to empower

communities to determine their development direction, it often

results in non-participatory interventions. In contrast,

participatory communication involves conscious planning efforts

and empowers communities to guide their own development. Genuine

participatory processes are challenging due to resource demands.

The text suggests that a participatory approach may be more

effective in improving the lives of vulnerable communities and

questions the blind faith in participation.

The researchers also want to emphasize this other theory as

a method that will be used in the study. Strategic communication

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and introduces the "P-Process," a framework designed to guide

communication professionals in developing strategic communication

programs. This process takes a loosely defined concept for

changing behavior and transforms it into a measurable and

participatory program with a significant impact on the intended

audience. It is used for various topics like promoting safe

sexual behavior, child survival, maternal health, and preventing

infectious diseases. The Health Communication Partnership (HCP)

applies the P-Process to address various health issues, aiming to

create positive change in social-political environments, health

service delivery systems, and among communities and individuals.

The P-Process is a vital tool for designing successful

communication strategies to improve global public health. The

revised P-Process, introduced to align with HCP's goals and the

evolving field of strategic communication, includes major

changes. These changes involve a stronger emphasis on

participation, capacity strengthening, expanded analysis,

community involvement, and more significant focus on

implementation and monitoring. Additionally, management is now

integrated into all steps of the process, and there is an option

to return to the design or analysis stage based on impact

evaluation results.

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 According to FIU College of Communication, Architecture +

The Arts. (2020, November 17). Strategic Communication blends

theoretical knowledge with practical application to explore how

culture influences every facet of marketing communication. This

field of study encompasses various topics, including

globalization, strategies for global branding, and models for

categorizing culture. Strategic Communications delves into the

ever-evolving dynamics of consumer behavior, emerging marketing

trends, and the transformations in global culture. Strategic

thinking plays a pivotal role as it ignites the engines of

creativity. Strategic communication serves the purpose of

elevating imaginative concepts by infusing them with intelligence

and strategic acumen. In educational communication programs,

students are taught the art of transforming into strategic

creatives. This involves mastering the creative dimensions of the

research process and unearthing 'insights' that pave the way for

crafting effective creative strategy statements. Strategic

communicators are responsible for shaping communication

strategies, crafting creative briefs, and collaborating with

their creative teams to devise solutions aligned with their

unique strategic vision.

The Role of Production in Development Programs and its

Contribution to Strategic Communication Planning.

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 According to Manda, L. (2014). Media serves as both an

agenda-setter and a public sphere for fostering social

development. Therefore, those involved in media planning to

support development must consistently recognize the pivotal role

that local and community media play in mobilizing people for

various projects. These media outlets are considered pertinent

and fitting culturally and linguistically by the local

population.

Project planners should prioritize the integration of mass

media into development initiatives, viewing them not as

standalone endeavors but as support systems crucial for conveying

essential knowledge, raising awareness, fostering consciousness,

and generating empathy among target audiences for the success of

the projects. Media involvement is not a one-time occurrence;

rather, it should commence before the implementation of a

development project or the introduction of new technology or

innovation. Furthermore, it should persist throughout the

project's lifespan and be the last element to be withdrawn.

For mass communication to have a lasting impact on

development, a combination of formats such as drama/theatre,

poetry, music, dance, phone-ins, and narratives is essential.

These formats should be supplemented by traditional mass media

29
techniques like news broadcasts, documentaries, and grassroots

advocacy methods, including door-to-door campaigns and other

interpersonal communication channels. Marketing strategies such

as social marketing, road shows, and participatory community

media production, which have proven critical in advancing the

role of media in sustainable social and human development

(Dagron, 2001, op. cit.), should be harnessed in communication

for development.

Cinematography plays a crucial role in creating media

productions especially PSAs, serving as a vital tool to define

how the researchers will approach the topics presented within the

PSAs. A brief background about cinematography According to The

Editors of Encyclopaedia Britannica (2023, November 24).

Cinematography, the art and technology of motion-picture

photography. It involves such techniques as the general

composition of a scene; the lighting of the set or location; the

choice of cameras, lenses, filters, and film stock; the camera

angle and movements; and the integration of any special effects.

All these concerns may involve a sizable crew on a feature film,

headed by a person variously known as the cinematographer, first

cameraman, lighting cameraman, or director of photography, whose

responsibility is to achieve the photographic images and effects

desired by the director.

30
Related Studies

Local Production Thesis in the Department of Media Studies

The researchers sought to employ some of the previously

established production thesis inside the Department of media

studies, focusing particularly on studies that integrated the

Input, Process, Output (IPO) framework. The researchers examined

past studies conducted by Development Communication students at

Ateneo de Naga University. This scrutiny of similar studies

within the department is crucial to enhance the thesis's

persuasiveness and to acquire additional support and background

information.

Mag-aram, maki-aram, ipa-aram, A TV Service Announcement to

Promote R.A. No. 10627 or “The Anti-Bullying Act 2013” to 4th

year High School Students of Camarines Sur National High School.

This study sought to collect information regarding the

awareness of the students and how greatly it would change their

perspectives on bullying through an intervention, their target

respondents were specifically the 4th year students of Camarines

Sur National High School. The researchers also wanted to spread

awareness of the R.A. No. 10627 “Anti-Bullying Act of 2013”

31
through the use of PSAs which were all based on the republic act

and the pre-tests given to the students which were executed

through the use of questionnaires utilizing the Mars and

Schaffner Pre-test/Post-test method, they conducted two pre-tests

one was before they showed their PSAs and the second was after

they showed the PSAs during the post-test the researchers found a

slight change in the perspectives of the high school students

which benefited their research in terms of achieving their

objectives. In relation to this particular study, the present

study will also utilize a pre-testing method in order to gather

the insights of the stakeholders during FGD #1 as a means to

create media mix materials suited to the decision of the

stakeholders.

Assessing the Potential Contributions of the Fish Forever Project

to Sustainable Development Goal 14: Life Below Water.

The study, titled "Assessing the Potential Contributions of

the Fish Forever Project to Sustainable Development Goal 14: Life

Below Water," employed a comprehensive review of related

literature and qualitative research methodology. The research

unfolded in two distinctive phases during the first and second

32
semesters of the 2016-2017 academic year within the Fish Forever

Project Pilot site in Tinambac, Camarines Sur.

In the initial phase, the researchers conducted a Secondary

Data Analysis, meticulously scrutinizing existing documents

associated with SDG 14 and the Fish Forever Project. This process

involved categorizing documents based on rationale, targets,

methodologies, and communication tools. Thematic analysis was

then applied to discern prevalent themes within these documents.

The subsequent phase involved in-depth interviews with key

stakeholders, including Ms. Cathy de Mesa (Executive Director of

the Fish Forever Project), Mr. Eleazar "Pastor Eli" Tatel

(representative of fisherfolk from Barangay Calaco, Tinambac,

Camarines Sur), and Mr. Isagani Serrano (President, Philippine

Rural Reconstruction Movement/SDG Key Person). Insights and

opinions were sought from these experts, and thematic analysis

was once again employed, this time using a coding system aligned

with S.W.O.T. and P.E.S.T.L.E. Analysis components. This dual

analytical approach aimed to identify common capacities and

dimensions shared between SDG 14 and the Fish Forever Project.

The integration of findings from both phases resulted in a

Narrative Documentary Film, strategically crafted to serve as a

potent public relations tool for the Fish Forever Project. This

33
innovative approach not only communicated the potential

contributions of the project to SDG 14 but also effectively

underscored the converging goals and capacities between the Fish

Forever Project and the targeted sustainable development goal.

As per the insights from "Strategic Communication for

Behaviour and Social Change in South Asia (2004)," this working

paper encapsulates the core discussions of the 2004 Experts'

Consultation on Strategic Communication for Behaviour and Social

Change in South Asia. The event took place in New Delhi, India,

from September 22 to 24, 2004. The study provides a consolidated

overview of recent experiences involving diverse communication

approaches in South Asia, including mass communication,

entertainment education, interpersonal communication,

participatory development communication, advocacy, and social

mobilisation. It underscored the idea that strategic

communication doesn't adhere to a singular approach but entails a

blend of suitable, complementary communication methods. The

suggestion is that effective communication programs should adopt

a bottom-up approach. It should be responsive to people's wants,

needs, and desires while also being oriented towards catalyzing

social change more effectively. This involves meticulous

34
communication research, analysis, planning, coordination,

implementation, management, monitoring, and evaluation.

Soledad et al. (2013) conducted a study titled

"Communication Methods Employed by the LGU of Calabanga in

Maintaining People's Participation in Ecological Solid Waste

Management Program." The research aimed to assess the knowledge

and behavior of respondents regarding the program and their

commitment to environmental sustainability. The findings

indicated that the communication methods implemented by the LGU

of Calabanga had a significant impact on the mental and

behavioral outlook of respondents toward the Environmental

Sustainability on Waste Management Program. These methods

included training sessions, seminars, extensive orientations,

house-to-house advocacy campaigns, inter-barangay competitions,

and the innovative "Plastic-to-Rice Swap."

Shifting gears on sustainable transport transitions:

Stakeholder perspectives on e-bikes in Toronto, Canada

According to Edge, S., Goodfield, J., & Dean, J. (2020).

This paper used the socio-technical transitions theory to examine

35
e-bike adoption in North America, emphasizing its potential to

disrupt car dependency. The analysis identifies factors

influencing e-bike adoption within policy and governance,

contributing valuable insights for niche managers in Canadian

cities. The study highlights the need for further research on

demographic responses to niche management strategies. It aligns

with calls to consider stakeholders beyond technology users in

the transition literature.

E-bikes are emerging in Canada, contrasting with their

substantial presence in Europe and China. The study emphasizes

the importance of governance actors strategically optimizing

niche benefits to reduce car dependency. In China, e-bikes thrive

due to consumer demand, representing an emergent, participant-

driven transition. In Canada, adoption is slower, but the

increasing presence of micro e-mobility compels governance actors

to pay attention and experiment with enabling their use.

Strategic niche managers should identify spaces where e-bike

benefits are highly valued, such as integrating them into transit

hubs. The study suggests e-bikes could optimize first- and last-

mile connectivity, contributing to the paradigm of 'mobility as a

service.' Incorporating e-bikes into bike-share programs is

viewed as a promising transition pathway, aligning with the

pursuit of sustainable urban transportation.

36
"Building Trust and Acceptance in Self-Driving Cars: Insights

from International Group Discussions"

Acceptance of new technology is crucial, and trust plays a

big role in it (Lee & See, 2004). This also applies to self-

driving cars, as previous research has shown (Bansal & Kockelman,

2018; Esterwood et al., 2021; Gkartzonikas & Gkritza, 2019;

Hegner et al., 2019; Zhang et al., 2019). The study aimed to

understand people's thoughts about self-driving cars through

group discussions (FGD), going beyond the Eurobarometer 496

results (European Commission, 2020a). The study found that trust

in self-driving cars is vital, but many participants lacked

knowledge about them. Educating the public could help build trust

and acceptance.

The study discussions involved people from 23 countries,

some with expertise in transportation and others without.

Interestingly, there were no major differences in opinions across

countries. The Research also explored how self-driving cars would

affect individuals and society. Transport experts and non-experts

agreed on most points, but experts had a deeper understanding of

societal consequences.

37
 While some participants were positive about self-driving

cars, there are concerns about safety, legal responsibility, and

privacy. Participants also believed that experiencing self-

driving cars in daily life is crucial for acceptance. Currently,

most people see self-driving cars as suitable for leisure trips

or when no other options are available.

Despite the study's insights, there were limitations due to

virtual discussions caused by COVID-19 restrictions. The study

assumed a high level of comparability among countries. In the

future, involving citizens in the development and testing of

self-driving cars through workshops, public consultation, and

trials can improve public acceptance. Further research should

consider different user groups and explore topics like legal

responsibility, ethics, and the role of various stakeholders.

Additionally, practical demonstrations and user participation can

provide real-life insights into self-driving cars' acceptance and

feelings associated with them.

According to, Soma, K., Dijkshoorn-Dekker, M., & Polman, N.

(2018). A Study entitled “Stakeholder contributions through

transitions towards urban sustainability, The study aimed to

understand how Stakeholder Theory is used in urban contexts. The

study found two main areas: urban strategy and urban marketing,

38
both related to stakeholder theory, environmental management, and

collaborative governance. Urban strategy focuses on meeting

stakeholder expectations and social-political aspects of the

urban system, creating value for stakeholders. Urban marketing

aims to create and maintain an attractive urban image.

In terms of importance, urban strategy has more central

publications and connections, suggesting it's more critical for

stakeholder theory in urban contexts. Freeman (1984), Mitchell et

al. (1997), and Clarkson (1995) are key contributors in this

area. Mainstream research in this field has three components:

sustainable urban strategy, power of networks, and urban

marketing. Sustainable urban strategy emphasizes stakeholder

engagement in areas like housing, transportation, and safety.

Power of networks emphasizes social networks, actor-network

theory, and social capital. Urban marketing explores branding and

its impact on urban life.

Overall, mainstream research is still evolving, with newer

publications and similar prestige levels. Urban marketing is a

trending topic, bridging sustainable urban strategy and power of

networks. The study provides a structured framework for using

stakeholder theory in urban contexts. The study proposes future

research areas, including categorizing urban stakeholders,

performance indicators, and exploring value creation. The

39
findings of this study have implications for urban management and

can make cities more democratic and efficient."

According to, He, Z., & Haasis, H. (2020). A study entitled

“A theoretical research framework of future sustainable urban

freight transport for smart Cities.” The paper discusses a

theoretical research framework for the future of sustainable

urban freight transport (SUFT) and the methods appropriate for

studying it. The study identifies a current lack of long-term

planning for SUFT and emphasizes the impact of urban development

and distribution innovations on the sustainability of urban

freight in future cities, especially in large or megacities.

The paper suggests that while short-term solutions like

urban distribution innovations can promote sustainability in the

urban freight system, there has been limited research on the

long-term impacts of urban development and distribution

innovations on conventional urban freight systems. To address

this gap, the study employs a systematic literature review (SLR)

to find relevant foresight research published between 2003 and

2018. This research is used to analyze the impacts of both

exogenous (external) and endogenous (internal) trends on future

SUFT. The application of foresight methods is considered an

40
efficient solution for researching the long-term planning of SUFT

in light of urban development and distribution innovations. The

paper also integrates the theory of transition perspective into

the theoretical framework to ensure its feasibility. It

acknowledges the complexity of the urban freight system and

discusses multiple dimensions, including stakeholders, policy,

risk evaluation, and management.

The study acknowledges some limitations, such as not

exploring how local government decisions impact urban development

or the effects of external technologies like 3D printing on

sustainable urban logistics. The authors suggest that future

research should address these limitations to strengthen and test

the theoretical framework presented in the paper. In summary, the

paper provides a theoretical framework for understanding and

planning for the future of sustainable urban freight transport,

emphasizing the need to consider both exogenous and endogenous

trends and offering a basis for future research in this field.

Study Similarity Difference

Mag-aram, maki-aram, The study is also a The study is an

ipa-aram, A TV production thesis, intervention
Service Announcement production thesis

41
to Promote R.A. No. The Study also rather than a final
10627 or “The Anti- looked into existing output.
Bullying Act 2013” policies such as the
to 4th year High “Anti Bullying Act The research mainly
School Students of of 2013” focused on the “Anti
Camarines Sur The Study utilized Bullying Act of
National High creating mediamix 2013” and has a
School. materials for different set of
intervention via respondents.
Pre-test and Post-
tests.

The scope of the

study revolved
around Naga city.

Assessing the The study utilized The study looked

Potential FGDs, and Thematic into potential
Contributions of the Analysis as a method contributions of the
Fish Forever Project of gathering and Fish Forever Project
to Sustainable interpreting data. to SDG 14.
Development Goal 14:
Life Below Water. The study integrated The study’s scope
production as a focused on the
means of final fisher folks of
output. Tinambac Camarines
sur.
The study also
looked into a The Study mainly
program namely “Fish focused on producing
Forever Project” a documentary film

42
 rather than a set of
mediamix materials.

The study uses a The study is not a

"Strategic
bottom-up approach. production thesis.
Communication for
Behaviour and Social
The paper utilized The Study mainly
Change in South Asia
strategic revolved around
(2004),
communication for assessing the
fostering behavioral behavioral changes
changes. from its
stakeholders.
The paper integrated
communication
methods.

Soledad et al. The investigation The study mainly

(2013) employed a survey revolved around
"Communication questionnaire to waste management.
Methods Employed by evaluate the
the LGU of Calabanga program's efficacy. The methods of the
in Maintaining In this research, study are different
People's the scholars it includes;
Participation in conducted training sessions,
Ecological Solid comprehensive seminars, extensive
Waste Management interviews and orientations, house-
Program." utilized a to-house advocacy
documentary film as campaigns, inter-
the ultimate result. barangay
competitions, and
the innovative
"Plastic-to-Rice

43
 Swap."

The study emphasizes The study’s main

Shifting gears on
the importance of methodology in
sustainable
sustainable urban promoting e-bikes is
transport
transportation. niche management
transitions:
strategies.
Stakeholder
The study revolves
perspectives on e-
around modernized The Study does not
bikes in Toronto,
vehicles, integrate
Canada
specifically e- production.
bikes.

The study emphasizes

the importance of
stakeholder
perspectives in
transitioning to
modernization.

"Building Trust and The study integrated The study uses a

Acceptance in Self- a series of FGDs marketing approach
Driving Cars: with its in promoting Self-
Insights from stakeholders; people driving Cars to the
International Group from 23 countries, stakeholders.
Discussions" some with expertise
in transportation
and others without.
The researchers used
FGD as their main
method of addressing
and gathering data

44
 in the study.

Soma, K., The study suggested The study promotes

Dijkshoorn-Dekker, that stakeholder urban strategies
M., & Polman, N. contributions are a which entails
(2018). “Stakeholder must in attaining collaborative
contributions successful governance to attain
through transitions transitions towards urban
towards urban urban sustainability.
sustainability” sustainability.
The study revolved
The study also around urban
suggested urban marketing as its
strategy which main method for
focuses on meeting promoting a
stakeholder successful
expectations and transition towards
social-political urban
aspects of the urban sustainability.
system, creating
value for
stakeholders.

He, Z., & The study revolved The study mainly

Haasis, H. (2020). around crafting a focused on crafting
“A theoretical long term plan of a long-term plan for
research framework sustainable urban sustainable urban
of future transportation for transportation
sustainable urban smart cities. through development
freight transport and innovations.
for smart Cities.” The study also
looked into short- The Study does not

45
 term programs and incorporate
policies for production.
developing an urban
development and
innovation plan
towards its
stakeholders.

II. Synthesis

The literature review explores the transition from

traditional jeepneys to eco-friendly urban transport in the

Philippines, particularly in Naga City. Jeepneys, originally

repurposed from military jeeps, hold a significant role in public

transportation. However, their age and associated pollution pose

challenges. Government initiatives like the Jeepney Modernization

Program (JMP) and Public Utility Vehicle Modernization Program

(PUVMP) aim to address these issues, although stakeholders hold

differing perceptions. The study integrates Sustainable

Development Goal 11 (SDG 11) and utilizes communication theories,

such as Strategic Communication and Diffusion of Innovations, to

guide the research. The review provides a comprehensive

46
 understanding of the complexities involved in transitioning to

sustainable urban transportation in the Philippines, emphasizing

stakeholder perspectives, government initiatives, and the

application of communication theories.

III. Theoretical Framework

This study is anchored from the theoretical support of the P

process theory developed in 1982 by John Hopkin Bloomberg. The P-

Process serves as a structured model for facilitating development

communication. It provides communication professionals with a

comprehensive framework to create effective communication

strategies for sustainable development among specific target

groups. This process comprises several key steps.

47
1. Analysis: In the Analysis phase, communication professionals

should conduct comprehensive needs assessments among target

groups. This may involve interviews, surveys, and focus

group discussions, much like the 1992 case study involving

journalists and family planning topics.

2. Strategic Design: Strategic Design involves outlining

specific, measurable, appropriate, realistic, and time-bound

(S.M.A.R.T) goals for the communication program. It includes

identifying target audiences, selecting communication

channels, and developing an implementation plan and a

monitoring and evaluation plan.

3. Development and Testing: This phase centers on the creation

of communication materials, messages, and processes. It

should be guided by insights gained in the Analysis and

Strategic Design phases. It includes developing test

materials, making improvements based on testing, and

retesting as necessary.

4. Implementation and Monitoring: Implementation and Monitoring

focus on putting the communication program into action. This

phase involves actively monitoring the program's outputs and

48
 outcomes, with a particular emphasis on maximizing

participation, flexibility, and training among stakeholders.

5. Evaluation and Re-planning: In the Evaluation and Re-

planning step, communication professionals assess the

program's effectiveness and its ability to achieve its

goals. Based on this evaluation, they initiate any necessary

adjustments and refinements to the program.

The P-Process holds paramount importance in this study based

on the defined problem statement, addressing both production and

communication aspects. The study's central inquiries revolve

around the primary challenges encountered by franchise owners and

jeepney drivers during the modernization of jeepneys on the

production side. This includes how to effectively tackle these

challenges for the realization of sustainable urban

transportation. Additionally, it investigates the influence of

stakeholders' perspectives on the feasibility and acceptance of

sustainable transportation goals in Naga City, which encompasses

both production and communication considerations.

The P-Process offers a structured and methodical approach to

address these issues, benefiting both the production and

communication aspects. Its initial step, Analysis, enables in-

49
depth needs assessments among stakeholders, facilitating an

understanding of their specific challenges from a production

standpoint. Subsequently, the Strategic Design phase sets

measurable and appropriate production goals, while Development

and Testing ensure that production materials are tailored to

resonate with franchise owners and drivers. Implementation and

Monitoring help gauge the production strategy's effectiveness,

and Evaluation and Re-planning ensure adaptability on the

production side. Furthermore, the P-Process emphasizes

stakeholder engagement, making it invaluable for aligning

production and communication strategies with the local context

and unique challenges of Naga City's transportation system. In

summary, the P-Process is pivotal for systematically and

comprehensively addressing the multifaceted challenges in jeepney

modernization on both the production and communication sides,

securing the acceptance of sustainable urban transportation

initiatives among franchise owners and driver

50
IV. Conceptual Framework

The conceptual framework above is derived from the P-process

theory developed in 1982 by John Hopkin Bloomberg. The

51
researchers will follow five processes in the whole duration of

the study to effectively answer the queries within the study.

1. Stakeholder Analysis

- In the initial stage, the researchers will examine the

characteristics of the study's stakeholders. Additionally,
they will conduct Secondary Data Analysis, involving a
review of prevailing policies, guidelines, and data related
to the sustainable urban transportation plan and the jeepney
modernization program in Naga city.

2. Strategic Planning
- In the next phase, the researchers will develop a strategic

plan outlining the study's execution. This encompasses pre-

production planning, the first phase of Focus Group

Discussions (FGD), Thematic analysis, and the creation of

media mix materials for pre-testing.

3. Development and Testing

- Following the completion of FGD Phase #1 and the development

of media mix materials based on the insights gathered from

stakeholders during the second step,the researchers will

start the production, and conduct a pre-test of these

prepared materials with the study's stakeholders via FGD

Phase #2.

52
4. Distribution and Planning

- After accomplishing the Pre-testing phase the researchers

commences for post-production, in this phase the researchers

will adjust and refine the media mix materials based on the

pre-tested results in the FGD Phase #2. Additionally, The

researchers will also develop the communication strategy

that will be proposed as a final output, that will be given

to the LGU Naga city and MetroPSO.

5. Evaluation and Re-planning

- In the final step, the researchers will have the final

communication strategy proposal as well as the final media

mix materials that will serve as the final output of the

study.

Operational Framework

INPUT PROCESS OUTPUT

● Final Media Mix

● Data-LGU and ● Pre-Production
Materials
Metro PSO ● FGD Phase #1

● Secondary Data (Identify

● Final
Analysis Possible Media

53
 ● Cooperatives Mix Materials) Communication

Board of ● Thematic Strategy for

Directors and Analysis the LGU and

Trustees ● Production MetroPSO.

● SDG Documents ● Production of

● By Laws of the media mix

Cooperative materials

● DOTR Memo ● FGD Phase #2

(Pre-Testing)

● Post-Production

V. Definition of Terms

Modernization

Modernization in this study is the complete change of a system to

a new and improved version of the previous existing system.

Jeepney Modernization Program

The jeepney modernization program is the program developed in

2017 that aims to replace the traditional jeepneys with safer,

more efficient, and eco-friendly vehicles.

54
Traditional Jeepney

Originated from the left over US Military jeeps shortly after

World War II these vehicles have been modified such that it can

carry multiple passengers from the custom carriages that are

attached to it.

Jeepney Phase Out

Government’s program which aims modernizing and upgrading the

traditional jeepney. It mainly focuses on replacing old jeepneys

with newer, more efficient, and environmentally friendly units.

Sustainable Urban Transportation

A comprehensive strategy for urban mobility that aims to minimize

harmful environmental effects, increase social justice and

economic dynamism, and offer economical, accessible, and

ecologically friendly transportation options.

Sustainable Development Goals

The Sustainable Development Goals (SDGs) or Global Goals are a

global initiative spearheaded by the United Nations to end

poverty, safeguard the environment, and guarantee that by 2030,

everyone lives in peace and prosperity.

SDG 11

One of the 17 SDGs in the 2030 Agenda for Sustainable

Development, SDG 11 is about "making cities and human settlements

inclusive, safe, resilient, and sustainable."

55
SDG 11.2

A sub-category of SDG 11 which focuses on “providing access to

safe, affordable, accessible and sustainable transport systems

for all, improving road safety, notably by expanding public

transport, with special attention to the needs of those in

vulnerable situations, women, children, persons with disabilities

and older persons.”

Public Utility Vehicle Modernization Program (PUVMP)

A plan to restructure the public transportation system that now

exists in the Philippines in terms of procedures, regulations,

commercial strategies, and cultural importance.

Stakeholders

Individuals who will be the key to data gathering for the study,

and will be the beneficiaries of the study. They are specifically

the franchise owners, jeepney operators, and the local government

unit.

Cooperatives

Also called a co-op, an independent group of people who choose to

work together to establish democratically run businesses that

will help to provide public transportation within the city.

Metro PSO

A local government branch of Naga City that focuses on providing

employment options for jobseekers.

Franchise Owners

56
Individuals who own and operate jeepneys as means of public

transportation within a specific route.

Jeepney Operators

Individuals who operate jeepney units either owning or renting a

unit through a boundary system.

Urban Distribution Innovations

A means to promote and implement urban freight system

sustainability for urban development.

Media Mix Materials

Utilization of audio-visual materials to create a mode of

communication to disseminate information through different

platforms.

Chapter III

Methodology

This chapter provides an in-depth presentation of the

methodologies adopted by the researchers to be able to answer the

research questions laid out by the study. It includes research

design, research locale and participants,research

instruments,data gathering procedures, data analysis, and ethical

considerations.

57
 I. Research Design

This study uses qualitative research, wherein the research

group will focus on gathering non-numerical data to gain better

understanding of certain concepts and ideas for future research.

The researchers will conduct a series of interviews about the

Sustainable Urban Transportation plan in Naga city, as well as

the progress of the Jeepney Modernization Program in the city,

this will be done through Focused Group Discussions; this

includes speaking with key stakeholders like the LGU Naga,

MetroPSO, The Jeepney drivers and Franchise Owners/Operators

inside the cooperatives, both in traditional and modernized

context.

The results that will be gathered will be used in crafting

the communication strategy proposal.

II. Research Locale and Participants

The study will be conducted in Naga City, Camarines

Sur. Participants will be the Head of MetroPSO, Modernized

58
 Jeepney Cooperative’s Manager, local jeepney drivers, and

franchise owners of traditional jeepneys. Participants will

undergo Focused Group Discussions that will be led by the

researchers. The study will be conducted in the second

semester of the academic year 2023-2024.

III. Research Methodology and Instruments

The researchers will use various instruments in the

study. The researchers will use a Focused Group Discussion

method that will be used when the researchers have a set of

points for discussion that must be addressed during the

session and a mediamix production for final output. The FGD

will be conducted with two phases; FGD Phase 1 and FGD Phase

2. For this, the researchers will use a key informant

interview guide.

FGD PHASE 1

During the first phase, the data will be collected from

the respondents using a discussion guide to ensure

comprehensive coverage of all relevant points. The

59
information gathered in Focused Group Discussion (FGD) Phase

one will serve as the foundation for the researchers in

formulating the production of the mediamix materials, the

initial phase will consist of a total of 4 FGDs.

GROUP 1 - NACIATRASCO - chairman, vc, drivers,

treasurer/finance person

GROUP 2 - CAPATRASCO - Chairman, vc, 6 drivers,

Treasurer/finance person

GROUP 3 - Traditional Jeepney Operators and Drivers

GROUP 4 - MetroPSO - CDO, PSO, LTO, LTFRB

FGD PHASE 2

In the Phase two of the FGD the researchers will

present the accomplished mediamix production based on the

gathered data on the FGD phase one. The researchers will

Pre-test the media materials to the stakeholders. The result

that will be gathered from the FGD phase 2 via Pre-testing

will be the basis for the Post-production and in crafting

60
the final media mix materials and final communication

strategy intended for final output.

Thematic Analysis

The researchers will also integrate a thematic analysis

in the study. This method allows a comprehensive exploration

of challenges faced by stakeholders, identifying recurring

patterns and contextualizing individual experiences within

the broader urban transportation context. The insights

derived from thematic analysis inform evidence-based

recommendations for policy decisions and interventions,

addressing specific obstacles and promoting sustainable

solutions. Additionally, this will help the researchers to

look into different recurring themes and patterns derived

from the focused group discussions with the stakeholders.

Media mix Production

Additionally, the researchers will create and integrate

a mediamix production as a means of disseminating

information about the sustainable urban transportation and

the jeepney modernization program in Naga city to the

61
participants in the second phase of the FGD. The mediamix

production includes three stages: Pre-production,

Production, and Post-Production.

a. Pre-Production:

In the pre-production phase the researchers will be

planning and preparing for the initial production, During

this stage, key elements like a calendar outlining

timelines, a budget detailing financial allocations, and a

media mix matrix specifying the combination of various media

components will established to ensure a smooth and organized

workflow throughout the production process.

b. Production

The researchers will shoot necessary footage and clips

for the creation of mediamix materials for pre-testing

purposes in FGD Phase 2. The Production is scheduled to

commence in the upcoming semester, beginning in January

2024, with the researchers targeting completion of the

production by April 2024. The production process will align

with the study's theoretical and conceptual framework,

grounded in the P-process theory. Additionally, the

production will be guided by the analysis of data collected

during FGD phase one. Responsibilities include writing

62
 content for print materials, such as infographics and

brochures, while shooting and recording activities will be

undertaken for the jingle and Public Service Announcements

(PSAs).

c. Post-Production

In the post production the researchers will accomplish

the following; final mediamix materials and the final

communication strategy for final output.

Production Process

Pre-Production

JANUARY
Script writing, Scouting, B- 5-10
rolls shooting,

GROUP 1 - NACIATRASCO - 15-19

chairman, vc, drivers,
treasurer/finance person

GROUP 1 data interpretation 20-21

Through Thematic Analysis

GROUP 2 - CAPATRASCO - 22-24

63
Chairman, vc, 6 drivers,
Treasurer/finance person

GROUP 2 data interpretation 25-26

Through Thematic Analysis

GROUP 3 - Traditional Jeepney 27-28

Drivers and operators

GROUP 3 data interpretation 28-29

Through Thematic Analysis

GROUP 4 - MetroPSO - JP, CDO, 29-30

PSO, LTO, LTFRB

GROUP 4 data interpretation 31

Thematic Analysis

Figure B. Production Calendar for January

The initial phase of production involves script writing,

scouting for the places the researchers will be shooting at, and

conducting a set of interviews using Focused Group Discussions

(FGD) with key stakeholders participating in the study. The aim

is to understand the viewpoints of each stakeholder regarding the

modernization program, especially the jeepney drivers and

Franchise owners that haven't transitioned to modernization yet.

This process also entails visiting and engaging with designated

and important individuals relevant to the study to acquire

additional insights. The researchers will be conducting FGD per

64
week, starting from the third week of January to its last week.

The calendar above shows the tentative dates that the researchers

will follow to do the tasks.

Additionally, the researchers will start the analysis and

strategic planning of the data collected from the FGD to develop

and formulate the mediamix.

Production Calendar

FEBRUARY
Media mix identification and 1-10
creation

Production of media mix 12-23

materials

Production editing Phase 1 24-29

Figure D. Production Calendar for February

Following the completion of phase one, wherein researchers

identify key points for the mediamix based on data gathered

during the Focused Group Discussion (FGD), the development of the

mediamix will promptly commence. The quantity of mediamix

65
materials, such as infographics, jingles, and Public Service

Announcements (PSAs), will be determined by the specific points

that need to be addressed in the materials.

Simultaneously, the researchers will initiate the recording

process for the jingle and the production shoot of necessary

videos and clips for the PSAs. After accomplishing it, the

researchers will automatically proceed to the Production Editing

Phase 1.

MARCH

FGD PHASE 2 AND PRE-TESTING - 4-8

GROUP 1 - NACIATRASCO -
chairman, vc, drivers,
treasurer/finance person

FGD PHASE 2 AND PRE-TESTING - 11-15

GROUP 2 - CAPATRASCO -
Chairman, vc, 6 drivers,
Treasurer/finance person

FGD PHASE 2 AND PRE-TESTING - 18-22

GROUP 3 Traditional Jeepney
drivers and Operators

FGD PHASE 2 AND PRE-TESTING- 24-31

GROUP 4 MetroPSO - JP, CDO,
PSO, LTO, LTFRB

Figure F. Production Calendar for March

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 Upon the completion of shooting the necessary videos that

will be used in developing the comprehensive mediamix materials

accomplished from the editing phase. The FGD phase two will also

commence, the researchers will Pre-test the edited mediamix

materials to stakeholders, with a targeted emphasis on the

MetroPSO, Modernized Jeepney Cooperative Managers, and most

importantly, to those jeepney drivers and franchise

owners/operators who are yet to undergo the modernization

process.

Post-production

APRIL

POST-PRODUCTION EDITING FOR 1-20

FINAL OUTPUT

Figure H. Production Calendar for April

During the post-production editing phase, the researchers

will meticulously ensure that all materials are furnished with

precise information derived from the data collected in FGD Phase

1. Furthermore, they will verify that the mediamix intended for

final output is already refined and prepared.

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IV. Data Gathering Procedures

The data gathering will consist of two processes,

interviews and focused group discussions. The interviews

will be conducted individually and privately to safekeep the

respondents identities while the focus group discussion will

be conducted with the cooperatives and jeepney operators.

V. Data Analysis

By following the P-Process theory as the theoretical

framework for the study, the researchers will be referring

to the five steps in the P-Process theory which consists of

various steps that include Stakeholder Analysis, Strategic

Planning, Development and Testing, Distribution and

Monitoring, Evaluation and Replanning. The researchers will

also integrate thematic analysis as a method for

interpreting the data derived from the insights gathered

during the Focus Group Discussions (FGDs) to look into

recurring patterns and contextualizing individual

experiences within the broader urban transportation context.

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VI. Ethical Considerations

As for the ethical considerations, the most important

part for consideration would be Confidentiality. This is to

protect the respondent’s identity and image whilst only

deriving from them their own sentiments towards the subject

matter. We also make sure that people who will participate

in this study receive and understand all the information

they need before participating in this study. Lastly, the

researchers ensure that all stakeholders voluntarily

participate through their free will.

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