janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfs

FISHERFOLKS’ PERCEPTION ON THE

shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani
COMMUNICATION STRATEGIES USED BY
torfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishja
THE LAGUNA LAKE DEVELOPMENT AUTHORITY
nitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfish

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

Laguna de Bay, ranked as one of the largest

inland bodies of water in Southeast Asia, has
been a hotspot for rapid socio-economic
activities for the past few years.

FAST FACTS:

• A total land area of 900 square kilometers.

• The whole watershed covers 51 municipalities, 10
cities, and 5 provinces.
• Fishery is the lake’s most dominant function.
• It has a potential yield of approximately 85,000
million tons of fish.
• It supports almost 13 million people,
approximately 28,000 of which are fisherfolks who
depend on the lake as their source of livelihood.
INTRODUCTION
Structure and Rationale of the Study

The Laguna Lake Development Authority (LLDA), the primary agency

mandated “to regulate and enforce laws and provisions on environmental
management, specifically water quality monitoring, conservation of natural
resources, and community-based natural resource management”, asserted
that “the conflicting interests of various stakeholders, rapid population growth,
and expanding economic activities continue to become the major threats in
the sustainable development of the lake’s region” (LLDA, 2007).

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

One of the major threats that

currently plague Laguna de Bay is
the rising population of armored
suckermouth catfishes, popularly
known as ‘janitor fish.’

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

Several studies and projects have been launched by different government

agencies and non-government organizations to address the janitor fish
problem.

• 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

After being one of 30 winners of the Development Marketplace global grant-

making competition in 2005, LLDA implemented the project “Benefiting from
the Dreaded Janitor Fish”. With this, the Janitor Fish Project Team (JFPT) was
created in May 2005.

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

In its project completion report submitted to Development Marketplace

(2007), the team indicated that communication materials and activities were
distributed and conducted during the implementation of the project.

In this regard, this study wishes to assess the effectiveness of the

communication strategies used by LLDA, as perceived by the fisherfolks, in
communicating the risks of the janitor fish proliferation in Laguna de Bay.
INTRODUCTION
Statement of the Problem

This study tries to answer the general question:

How effective are the communication strategies used by Laguna Lake

Development Authority (LLDA) Janitor Fish Project Team (JFPT) in
communicating the risks of the janitor fish proliferation to the fisherfolks
of Laguna de Bay?
INTRODUCTION
Statement of the Problem

Specifically, this study aims to answer the following questions:

1. What communication strategies (messages, channels, and approaches) are used

by LLDA JFPT in communicating the risks of janitor fish proliferation to the fisherfolks of
Laguna de Bay?
2. How aware are the respondents of the different communication materials used by
the LLDA JFPT?
3. How did the respondents perceive the communication strategies’ effectiveness in
communicating the risks of janitor fish proliferation to the fisherfolks of Laguna de
Bay?
4. How knowledgeable are the respondents about the janitor fish proliferation in
Laguna de Bay?
5. What communication channel and approach do the respondents prefer the most in
receiving information about the risks of janitor fish proliferation?
6. Is there a significant relationship between the level of awareness of fisherfolks with
their knowledge level on the janitor fish problem and their perceived effectiveness
of the communication strategies of LLDA JFPT?
INTRODUCTION
Objectives of the Study

This study primarily aims to assess the effectiveness of the

communication strategies used by Laguna Lake Development
Authority in communicating the risks of the janitor fish proliferation to
the fisherfolks of Laguna de Bay.
INTRODUCTION
Objectives of the Study

Specifically, this study aims to:

1. Enumerate and describe the communication strategies (messages, channels, and

approaches) used by LLDA JFPT in communicating risks of janitor fish proliferation to
the fisherfolks of Laguna de Bay;
2. Identify the level of awareness of the respondents of the different communication
materials used by the LLDA JFPT;
3. Evaluate the effectiveness of the communication strategies used by the LLDA JFPT
as perceived by the fisherfolks;
4. Determine the respondents’ knowledge level about the janitor fish proliferation in
Laguna de Bay;
5. Determine the communication channel and approach preference of the
respondents in receiving information about the risks of janitor fish proliferation; and
6. Identify the relationship that exists between the level of awareness of fisherfolks with
their knowledge level on the janitor fish problem and their perceived effectiveness
of the communication strategies of LLDA JFPT.
INTRODUCTION
Significance of the Study

The study can generally determine the effectiveness of a communication strategy in

communicating an environmental risk, specifically the effectiveness of the
communication strategies employed by LLDA JFPT about the janitor fish proliferation.

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

The study is limited in measuring the effectiveness of the communication

strategies employed by LLDA JFPT about the janitor fish proliferation as
perceived by its main audience, the fisherfolks. Also, the study shall not look
into the interrelationship among communication messages, channels and
approaches.
REVIEW OF RELATED LITERATURE
Literature Review

• Communicating Environmental Issues

• Sources of Environmental Information

• Communication Strategies

Using Communication Strategies

Effectiveness of Communication
Strategies

• Protecting the Laguna de Bay

REVIEW OF RELATED LITERATURE
Theoretical Framework

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.

Innovation-Decision Process (Newsland, 2006)

1. Knowledge of the innovation
• Awareness Knowledge
• How-to Knowledge
• Principles Knowledge
2. Formation of attitude towards the innovation
3. Decision to adopt or reject
4. Implementation of the new idea
5. Confirmation of the decision made
REVIEW OF RELATED LITERATURE
Conceptual Framework
METHODOLOGY
Research Design

This study shall use the SURVEY DESIGN.

• Level of awareness of the respondents on the different communication

materials used by the LLDA JFPT,
• Knowledge level of the fisherfolks on the janitor fish issue,
• Perceived effectiveness of the communication strategies in communicating
the risks of janitor fish proliferation to the fisherfolks of Laguna de Bay,
• Communication channel and approach preference of the respondents.
METHODOLOGY
Location of the Study

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.

Table 1. Sample distribution from the sample municipalities.

MUNICIPALITY TOTAL POPULATION SAMPLE RESPONDENTS

Bay, Laguna 510 13

Biñan, Laguna 535 14

Siniloan, Laguna 518 13

Cardona, Rizal 3499 90

TOTAL 5062 130

METHODOLOGY
Research Instrument

The study shall use focus group discussion (FGD) and self-administered
questionnaires (SAQs).

Focus Group Discussion with the LLDA JFPT

• Aimed to determine the communication strategies (messages, channels, and
approaches) used.
• The questions shall dwell on the following topics: messages, approaches, and
channels used by LLDA JFPT.

Self-administered questionnaires (SAQs)

• Aimed to determine the following (1) socio-demographic characteristics, (2) level of
awareness on the communication materials, (3) perceived effectiveness of the
communication strategies, (4) knowledge level of janitor fish proliferation, (5) and
preferred communication channel or approach.
• The questionnaire shall be in Filipino.
METHODOLOGY
Data Collection

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.

The FARMCs of the respondent municipalities shall be contacted as for the

distribution of the questionnaires. Data gathering shall be done from July to
August 2008.
METHODOLOGY
Data Analysis

The FGD shall be analyzed through a descriptive and qualitative manner.

Thematic analysis on the transcribed discussion shall be employed. This type
of analysis is geared towards identifying data from the transcribed
conversation and categorizing them into identifiable themes and patterns
(Aronson, 1994). Information gathered from the FGD shall be used in
formulating the self-administered questionnaires.

Data gathered from SAQs shall be analyzed quantitatively through frequency

counts and percentages.

The relationship between the level of awareness of the fisherfolks on the

communication strategies of LLDA JFPT and the knowledge level of the
fisherfolks on the janitor fish problem and with the perceived effectiveness of
these communication strategies by the Laguna de Bay fisherfolk shall be
measured using the chi-square test.
janitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfs
FISHERFOLKS’ PERCEPTION ON THE
shjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanito
rfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjani
COMMUNICATION STRATEGIES USED BY
torfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishja
THE LAGUNA LAKE DEVELOPMENT AUTHORITY
nitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfishjanitorfish

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