UE IT Day O F Y TH T Vol. 21 / No. 1 / January-May 2012 / ISSN 0118-3931
V I N U ER
AS EE T
Y OF TH SIT
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Exceptional UE Alumni & Doctors of Humanities, Honoris Causa:
Dr. Andrew L. Tan & Dr. Howard Q. Dee
Affirming Academic Values in the Internationalization of Higher Education: A Call for Action By the International Association of Universities
Five H’s: The Teacher’s Keys to Success By Prof. Felisa U. Aguirre
Introducing Daveson Kyle C. Narido: The Fastest Kid in the ‘East’ By Angelo M. Vergel De Dios
UE Library Now Joins Circle of Outstanding Academic/ Research Libraries By Nikki P. Rapanan
Genuine Service and Renewed Commitment: The UE-NSTP 10th Anniversary By Dr. Madeleine M. Co
Photo Gallery: UE Manila Week 2012
The UE Caloocan Week 2012 Celebration • Mammoth UE Caloocan Week 2012 Held by Prof. Efren C. Gimoto Jr. • College of Business Administration Activities Galore by Dean Rogelio V. Paglomutan • Considering Cloud Computing & A Pro-Research Colloquium by Dean Victor R. Macam Jr. • A Pageant and an Immersion Combined & A Little Acoustic Night of Music by Director Clemente A. Diwas • Championing On-the-Spot Ballpen Art & Sining + Silangan = Sininglangan Exhibit 2012 by Dean Celino B. Santiago
The Challenges in the Airline Industry By Vice Chairman Jaime J. Bautista
Dr. Andrew L. Tan & Dr. Howard Q. Dee: UE Alumni & Honorary Doctors of Humanities
To the Monumentality of His Achievements By Chancellor Zosimo M. Battad
Today JanuaryMay 2012
Today, Amidst Honors He Stands By Chancellor Linda P. Santiago
Six Pointers That Will Prove Useful to You By Dr. Andrew L. Tan
This Good Man Greatly Deserves It By Chancellor Zosimo M. Battad
A Genuine Ambassador of Goodwill By Chancellor Linda P. Santiago
The Three Levels of Success and Three Steps for Living a Good Life By Dr. Howard Q. Dee
Sir Peter A. Musngi, An Introduction By Dean Julian E. Abuso
Of ‘LIFE’ and ‘FOOD’ By Mr. Jose M. Romblon
Presenting Comm. Siegfred B. Mison, ESLS 2012 Commencement Speaker… By Principal Nieva J. Discipulo
I Am Part of the Solution By Comm. Siegfred B. Mison
Consider Culinary Tourism By Prof. Margarita S. Jaldo
Revisiting the Communication and Research Connection By Prof. Julius Cesar R. Pascual
Always Be a Warrior... A Red Warrior! By Mr. Peter A. Musngi
Politically Correct Bedtime Stories: Awakening Feminist Sensibilities in the dot-com-Era Filipino Classroom By Prof. Mark DG. Fabella
Presenting Engr. Jose M. Romblon, EHSD 2012 Commencement Speaker… By Principal Benilda L. Santos
Mastering the English Language: Accuracy vs. Fluency By Prof. Alexander C. Balcoba & Prof. Mark Cleeford Quitoras Speak English, Discover Its Wonders By Prof. Alexander C. Balcoba
Literature: A Mimesis of Life By Prof. Mildred P. Jimenez & Prof. Krizza S. Cruz
New Resources @ Your Library By Director Loreto T. Garcia
On this spread: Daveson Kyle Narido Photo by James Patrick Trinidad
Affirming Academic Values in the Internationalization of Higher Education: A Call for Action By the International Association of Universities (IAU)International Universities Bureau. Reprinted with permission. Purpose: This document acknowledges the substantial benefits of the internationalization of higher education but also draws attention to potentially adverse unintended consequences, with a view to alerting higher education institutions to the need to act to ensure that the outcomes of internationalization are positive and of reciprocal benefit to the higher education institutions and the countries concerned. Internationalizationâ€”An evolving concept 1. The internationalization of higher education is a dynamic process, continuously shaped and reshaped by the international context in which it occurs. As this context changes, so do the purpose, goals, meanings, and strategies of internationalization. Over the past half century, the world has changed dramatically as a result of the demise of colonial hegemonies, the end of the Cold War, the rise of new economic powers, and new regional alliances. 2. Globalization is now the most important contextual factor shaping the internationalization of higher education. Globalization is characterized by interdependence among nations and manifested in the economic, political, social, cultural, and
UE Today January-May 2012
knowledge spheres. Central to globalization are the increased mobility of goods, services, and people and the accelerating use of information and communication technologies to bridge time and space in unprecedented ways and at continually decreasing costs. 3. Globalization gives an international dimension to all aspects of our lives, communities, and professions. In higher education, it has led to intensified mobility of ideas, students and academic staff and to expanded possibilities for collaboration and global dissemination of knowledge. It has also introduced new aims, activities and actors engaged in internationalization. 4. Institutions, countries and regions in different parts of the world and at different times pursue a variety of goals and participate
in diverse ways in the higher education internationalization process. Examples, such as Africa under colonial rule, where access to higher education meant travelling abroad to attend one of the universities of the colonial power, or more recently the Bologna Process, which is radically changing the higher education landscape in Europe through internationally coordinated reforms, illustrate how internationalization fulfils different purposes and brings different rewards and challenges. 5. The goals of internationalization are continuously evolving, ranging from educating global citizens, building capacity for research, to generating income from international student tuition fees and the quest to enhance institutional prestige. New forms of internationalization such as branch campuses
abroad, distance learning programs with a global reach, international educational hubs and networks now complement traditional initiatives such as student and staff mobility, curriculum change and international institutional linkages for teaching and research. New institutional players, in particular new private sector providers, have entered the scene. 6. Although the risk of brain drain remains a serious concern in some parts of the world, some countries are using international student mobility to expand their higher education capacity and capabilities. Governments and institutions are creating formal links with academic talent with their own Diasporas to promote brain circulation. And although uneven global flows of talent will remain an issue of consequence, in the long run, some of its worst impacts can be attenuated as a wider array of nations develop capacity and opportunity at home. Higher education internationalization can play a major role in developing such capacities and opportunities broadly throughout the world. 7. In short, internationalization today is remarkably different from what it was in the first half of the 20th century, in the 1960s or 1980s. A widening of drivers of higher education internationalization has had the effect of making internationalization more of an institutional imperative. The balancing of multiple intended outcomes while preserving essential institutional core values and missions is both a challenge and an opportunity. Internationalization is taking place in a radically new, complex, differentiated, and globalized context. The resulting changes in goals, activities, and actors have led to a re-examination of terminology, conceptual frameworks and previous understandings and, more importantly, to an increased but healthy questioning of internationalization’s values, purposes, goals and means. The changing nature of internationalization in the context of globalization 8. Irrespective of contextual differences within and between countries, nearly all higher education institutions worldwide are engaged in international activities and are seeking to expand them. Engaging with the world is now considered part of the very definition of quality in education and research. 9. The many enduring academic benefits of internationalization are widely recognized as fundamental. The most noteworthy include, among many others: • Improved quality of teaching and learning as well as research.
• Deeper engagement with national, regional, and global issues and stakeholders. • Better preparation of students as national and global citizens and as productive members of the workforce. • Access for students to programs that are unavailable or scarce in their home countries. • Enhanced opportunities for faculty improvement and, through mobility, decreased risk of academic ‘inbreeding’. • Possibility to participate in international networks to conduct research on pressing issues at home and abroad and benefit from the expertise and perspectives of researchers from many parts of the world. • Opportunity to situate institutional performance within the context of international good practice. • Improved institutional policy-making, governance, student services, outreach, and quality assurance through sharing of experiences across national borders. 10. At the same time, the new world of higher education is characterized by competition for prestige, talent and resources on both national and global scales. National and international rankings are driving some universities to prioritize policies and practices that help them rise in the rankings. At many institutions, internationalization is now part of a strategy to enhance prestige, global competitiveness and revenue. As higher education has in some respects become a global ‘industry’, so has internationalization of higher education become, in some quarters, a competition in which commercial and other interests sometimes overshadow higher education’s fundamental academic mission and values. Competition is in danger of displacing collaboration as the foundation for internationalization. Possible adverse consequences of internationalization 11. As internationalization of higher education evolves and grows in importance, a number of potentially adverse consequences of the process have begun to appear. These include particular risks for some institutions, uneven benefits, and asymmetrical power relations. Frequently noted are the following concerns: • The prevalence of English, though driven by the advantages of having a common medium of communication, has the potential to diminish the diversity of languages studied or used to deliver higher education. The widespread use of English may thus lead to
cultural homogenization and finding solutions for these adverse impacts, even though recognized, is difficult. • Global competition may diminish the diversity of institutional models of what constitutes quality higher education. The pursuit of a single model of excellence embodied in the notion of a “world-class university,” usually narrowly defined as excellence in research, may result in the concentration of scarce national resources in a few or a single institution to the detriment of a diverse national system of higher education institutions, fit for diverse national purposes. This risk is potentially present everywhere, but is particularly acute for developing countries. • Brain drain may continue or even accelerate, undermining the capacity of developing countries and their institutions to retain the talent needed for their prosperity, cultural advancement, and social well-being. • Large-scale international student recruitment, at times using questionable and even unethical practices, may cause a variety of problems, such as brain drain. Also, the presence of large numbers of international students may result in misconceptions about decreased opportunities for domestic students or inadvertently feed prejudice about foreigners. This can overshadow the highly positive intellectual and intercultural benefits that international students bring to the classroom, campus, and communities in which they study and live. • The growth of transnational programs and creation of branch campuses raises a number of questions including how these enhance the educational capacity of host nations over the long-term, and how able they are to deliver on the promise of an education comparable to that delivered by the sponsoring institution in its home country. A foreign educational presence, with its perceived prestige, has the potential to disadvantage local higher education institutions striving to respond to national needs. Some host nations experience difficulty regulating the presence, activity and quality of foreign programs. • As the pursuit of institutional reputation, stimulated by rankings, gains in importance among the goals of internationalization, the selection of international partners may be driven more by the desire to gain prestige by association than by actual interest in cooperation. Such a trend carries the risk of exclusion for many important and high quality institutions from international partnerships. • The asymmetry of relations between institutions, based on access to resources
UE Today January-May 2012
The benefits of internationalization are clear. However, it is incumbent on institutions of higher education everywhere to make every effort to avoid or at least mitigate its potential adverse consequences. for the development and implementation of internationalization strategies, can lead to the pursuit of goals that advantage the better –resourced institutions and can result in unevenly shared benefits. In noting these adverse consequences, the inherent value of internationalization of higher education is not being called into question. On the contrary, the goal of raising awareness of these potential risks among the institutions of higher education is to ensure that action is taken to avoid them. Affirming values underpinning internationalization: A call to higher education institutions 12. The benefits of internationalization are clear. In pursuing internationalization, however, it is incumbent on institutions of higher education everywhere to make every effort to avoid or at least mitigate its potential adverse consequences. 13. The prevailing context for higher education internationalization described in this document requires all institutions to revisit and affirm internationalization’s underlying values, principles and goals, including but not limited to: intercultural learning; interinstitutional cooperation; mutual benefit; solidarity; mutual respect; and fair partnership. Internationalization also requires an active, concerted effort to ensure that institutional practices and programs successfully balance academic, financial, prestige and other goals. It requires institutions everywhere to act as responsible global citizens, committed to help shape a global system of higher education that values academic integrity, quality, equitable access, and reciprocity. 14. In designing and implementing their internationalization strategies, higher education institutions are called upon to embrace and implement the following values and principles:
UE Today January-May 2012
• Commitment to promote academic freedom, institutional autonomy, and social responsibility. • Pursuit of socially responsible practices locally and internationally, such as equity in access and success, and non-discrimination. • Adherence to accepted standards of scientific integrity and research ethics. • Placement of academic goals such as student learning, the advancement of research, engagement with the community, and addressing global problems at the centre of their internationalization efforts. • Pursuit of the internationalization of the curriculum as well as extra curricula activities so that non-mobile students, still the overwhelming majority, can also benefit from internationalization and gain the global competences they will need. • Engagement in the unprecedented opp or tu n it y t o c re at e i nt e r n at i on a l communities of research, learning, and practice to solve pressing global problems. • Affirmation of reciprocal benefit, respect, and fairness as the basis for partnership.
negative—of internationalization activities on other institutions. • Responding to new internationalization challenges through international dialogue that combines consideration of fundamental values with the search for practical solutions to facilitate interaction between higher education institutions across borders and cultures while respecting and promoting diversity. 15. These values are neither slogans nor vague abstractions. They should be applied in very concrete ways to institutional policy and practice. As institutions develop their internationalization strategies, they should be clear and transparent about why they are undertaking a particular initiative, how it relates to their academic mission and values, and what mechanisms can be put in place to avoid possible negative consequences. Open discussion, within and across institutions and associations and with governments, should keep fundamental academic goals and principles in the foreground, in the context of rapid change, complex realities, and evermounting pressures of competition and limited resources. Next steps
• Pursuit of innovative forms of collaboration that address resource differences and enhance human and institutional capacity across nations.
16. This Call to Higher Education Institutions is but a first step in IAU’s engagement to collaborate with its Member Organizations and other international education associations and partners to provide institutional guidance and examples of good practice in internationalization. IAU will now turn to helping institutions translate these principles and values into everyday practice.
• Safeguarding and promotion of cultural and linguistic diversity and respecting local concerns and practices when working outside one’s own nation.
More on the International Association of Universities at <www.iau-aiu.net>. The IAU welcomes comments and related endorsements via email to <firstname.lastname@example.org>.
• Treatment of international students and scholars ethically and respectfully in all aspects of their relationship with the institution.
• Continuous assessment of the impacts— intended and unintended, positive and
he teacher plays a vital role in shaping the minds of the youth. The achievements of the students depend largely on the influence of the teacher. Likewise, the self-fulfillment of the teacher lies greatly on the success of his/her students.” Most people think and say that teaching is one of the noblest professions. However, I believe that it is the most noble from among all the professions because, clearly, there is no doctor, nurse, engineer, accountant or any other professional in the absence of a teacher. The teacher is thus the noblest of them all, since the teacher has molded and shaped them into who they are as professionals. In school, the teacher is looked up to by the students. As such, he/she must serve as a role model before their eyes. In line with this, I believe that a real teacher must possess the five “H’s”: the head, the heart, the hands, honesty and being hardworking. The head to store knowledge in his/ her discipline to enable him/her to share as much ideas and pieces of information that the students need to learn. The heart to love and to show concern to the students—since the teacher serves as a surrogate parent to them, so that the students will have a sense of acceptance and belongingness in school. Also, the teacher must have the heart to love and have passion for teaching to stay long in the profession. The hands to provide care and extend to the students in times of need, regardless of their inadequacies and family orientations. The teacher’s hands must be gentle and not intended to inflict pain on the students in imposing discipline. These hands must be coupled with a humble tongue, because the words coming from him/her must be words of wisdom that will inspire the students to fulfill their ambitions. If the tongue of the teacher is like a bladed
weapon, it could easily shatter the dreams of the youth. No matter how difficult it is to deal with some students at times, the teacher must practice maximum tolerance at all times in disciplining them. After all, students enroll in school to learn and not to be abused, physically or verbally. Honesty is a very important core value that has to be practiced especially in the academe, because teachers are held accountable for their words, actions and decisions. In addition, the teacher has to evaluate the students’ performances with objectivity and all honesty. The teacher must not show favoritism or subjectivity, must be transparent at all times and allow the students to speak their minds in case of doubt in their grades. Moreover, the teacher must not shortchange the students in the delivery of quality instruction and education. Teachers must teach to the best of their ability to benefit the student/clientele at all times. And teaching the value of honesty to students will make them better individuals and good citizens.
On the other hand, the dignity and reputation of the teacher lies in the practice of honesty and integrity. Teachers have to be hardworking and industrious, and must always be ready to face the daily challenges of the profession. They must come to class religiously and must be well-versed and prepared with the lessons from day to day of the school calendar. They have to render paperwork such as quizzes, exams, researches, as well as compute the students’ grades on time as per schedule of release and submission. Moreover, teachers have to keep abreast with the current trends in their discipline so that they would keep meeting the needs of the changing times when it comes to teaching their specialization. In addition, they must also be resourceful in finding new strategies and techniques in teaching and to be flexible with these depending on the needs of the students, to become more effective and competent as mentors. Thus, the teacher’s hard work is reflected in the patience to keep updated academically to meet the demands of the profession. Hard work through industry is also a key factor that enables the teacher to perform the primary duty of developing the students holistically. Therefore, teachers, as committed and dedicated practitioners of our profession, let us all enhance the aforementioned values in us. Let’s inspire our students to become future leaders and achievers who are free from malpractices. As William Arthur Ward once said, “The mediocre teacher tells. The good teacher explains. The superior teacher demonstrates. The great teacher inspires.”
: s ’ H e v i F s ’ r e h c a e T The s s e c c u S o Keys t . Aguirre By Dr. Felisa U avioral Sciences
ent of Beh Chair, Departm anila and Sciences-M College of Arts UE Today January-May 2012
popular chocolate drink’s jingle goes “Great things start from small beginnings.” That line can also sum up Daveson Kyle C. Narido, a 2nd-year high school student at the UE Elementary and Secondary Laboratory Schools, now the latest UAAP Track and Field sensation. At the UAAP Season 74 Juniors’ Track and Field Tournament held last February 9 to 12, Daveson set new records in not one, not two, but four events: the 1,500-meter, 2,000m, 3,000m and 5,000m steeplechase. He likewise won two gold medals, one each from the 800m and the 5000m run. For the 14-year-old sprinter, it was a surprising turn of events. While the steeplechase was Daveson’s favorite among all athletics events, he says that he never expected to break those records. He was even tired after coming from another event and no longer felt like running. Yet he did not give up and still competed in the event. Nonetheless, he is thrilled with his momentous achievements, especially since it has just been three years since Daveson took a fancy for track and field. The eldest of four children of a security guard and a homemaker, Daveson has always been a sporty kid. He had long actively participated in basketball tournaments in school. Daveson’s first step began at the Aurora Quezon Elementary School in Malate three years ago. He witnessed the school’s track and field team in training, and it inspired him to take up the sport. He approached the coach to try out for the team and was fortunate enough to have made it. He has not stopped running since, though he admits that he took track and field as a sport seriously only once he was in high school here in UE. It was at the 2010 Palarong Pambansa in Tarlac where UE, along with another high school, scouted for Daveson, with both schools encouraging him to try out. Daveson chose UE because it is nearer his
home, along with his belief in the quality of education the University offers. He has since found Lualhati’s campus to his liking. He tells of enjoying his stay, having fun with new friends and learning new ideas from his teachers. His athletics efforts aside, Daveson notes that he is but a simple student who completes every requirement. He has no academic honors, yet maintains a B average in all his subjects, deftly balancing training and academic work. Daveson divides his time, Monday to Friday, between sports and academics. His day begins as early as 5 a.m. His classes begin at 7 a.m. and end at 1:20 p.m. He then proceeds to training, which runs from Monday to Saturday, at 2-3 p.m. in various locations—at times, it could be the Philippine Sports Complex (or PhilSports, formerly the ULTRA), other times the Rizal Memorial Stadium in Manila, or the Marikina Sports Complex or even his old alma mater, Malate’s Aurora Quezon Elementary School. The young man’s daily training regimen includes jogging, stretching, workout for endurance, speed training and clearing of hurdles. His practice ends at around 8 p.m., to head home and prepare for another day. With such dedication to his sport, it is no longer surprising that Daveson has been reaping rewards for his hard work. In his first year with UE, Daveson won his first award, the UAAP Season 73 Rookie of the Year honor in the Juniors’ Track and Field competition in early 2011. The boy, who looks up to Filipino boxer Manny Pacquiao and Jamaican runner Usain Bolt as idols, admits having been thrilled with the award, as it was only in high school that he really took competitive track and field to heart. Then last December, he won a silver medal in the 1,500 run, at the Batang Pinoy Games in Naga. While, like any athlete, Daveson aspires to be a part of the National Team and even participate in the Olympics, he also hopes
o d i r a N . C e l y K n o s Introducing Dave
d i K t s e t s a F e h T 6
UE Today January-May 2012
to compete for UE at the college level, to complement his plans of taking up either Education or Hotel and Restaurant Management. His dream profession, however, is law enforcement, setting his sights on becoming a policeman. These near-future dreams in the back of his mind, Daveson continues to train for his competitions. In the horizon is the Palarong Pambansa 2012 this coming May in Lingayen, Pangasinan. He qualified for the said competition by winning a Gold Medal in the NCR Meet last February 2012. He has mixed feelings about competing at the Palaro: happy, that he is representing NCR, yet somewhat sad that he is the lone UE trackster to make the cut. He will also be participang in the Sri Lanka League, against runners from around the region. Of course, he also has to defend, if not top, his UAAP records for UAAP Season 75 next school year, in addition to his rigorous academic load. While it may seem hard to imagine if Daveson still has time to tackle other things besides athletics and academics, our speedy sprinter does find time to shoot some hoops every Sunday, practically his only day-off from training. He also enjoys spending time on the computer, such as chatting with his relatives abroad via Skype. Daveson says that he draws his inspiration from some of his deceased relatives, particularly his grandparents. They were very encouraging of his dreams, he relates, though they never got to see him fulfill them. He is also inspired by his parents, who always remind him to keep his feet planted firmly on the ground. They also remind him to value hard work and never give up. At such a young age, Daveson has already achieved much. With a bright future ahead of him, his small beginnings could indeed pave the way for greater things to come.
Vergel De Dios Text by Angelo M. Patrick P. Trinidad Photos by James
â€™ t s a E â€˜ e h t n i d
UE Today January-May 2012
UE Library Now Joins Circle of Outstanding
nother achievement for our University Library! The UE Department of Libraries recently received an award as the Outstanding Academic and Research Library of the Year. This award was given by the Philippine Association of Academic and Research Librarians (PAARL), a fully engaged, member-driven Association. PAARL is an association of librarians working in academic and research libraries that support scholarly research and formal education in the tertiary level, and uphold the profession of librarianship in the country. Its primary mission is to articulate the concerns of academic and research librarians and their institutions, and to influence information policy development affecting the future of academic and research libraries. The birth of PAARL came as a result of the conference of the Philippine Accrediting
UE Today January-May 2012
Association of Schools, Colleges and Universities (PAASCU) on September 18-19, 1972, wherein a resolution to the effect that “an association of academic libraries be organized as soon as possible, and that a committee of five formed to formulate a constitution and by-laws of the association,” was approved. Under the chairmanship of University Librarian Marina Dayrit of the University of the Philippines, a committee was formed. After several meetings and drafts made by this committee, the proposed Constitution and By-laws were submitted and ratified on January 10, 1973. PAARL grants annual awards to promote academic and research librarianship, specifically to foster the professional growth of academic/ research librarians and to give recognition for special achievements. These awards are as follows: Academic or Research Librarian of the Year, Professional
Service Award, Outstanding Library of the Year, Lifetime Achievement Award and Outstanding Library Program of the Year. As PAARL held its Annual General Assembly on January 27, 2012 at De La Salle University-Dasmariñas, UE Libraries Director Loreto T. Garcia received the Plaque of Recognition and a cash gift in behalf of the UE Department of Libraries. The award was given in recognition of the UE department as an academic and research library, for its outstanding national contribution to academic or research librarianship and library development in the Philippines. Being the Outstanding Academic/Research Library of the Year was not that easy to achieve, as nominees undergo a selection process and the respective libraries of several schools and universities all over the Philippines were also nominated. The UE Department of Libraries has gone
Academic/Research Libraries so far from its small collection of books on business, economics and accounting to the establishment of the library system and branch libraries in various department buildings both in UE Manila and UE Caloocan. From being a one-room library the UE Department of Libraries now has its 11 sections and branches within the University. It includes Circulation, Reference, Filipiniana, Periodicals and Archives sections, the Dentistry Library, the CPA Library, the Law Library, the Graduate School Library, the Elementary and High School Library and the AVR. The UE Library uses the Web-based Online Public Access Catalog (OPAC) for easy browsing of the library collection. It can be accessed through the Internet and the portals of the students and faculty inside and out of the library. Truly, the university library, the nucleus of the university, has evolved so fast, its traditional
features complemented by innovative facilities. It is now among the country’s best libraries. UE’s being the recipient of the Most Outstanding Academic and Research Library of the Year award shows that not only is the University capable of giving its students the high-quality education that they deserve; they are also assured of access to adequate, timely and relevant information resources. Not only will this help attract new UE enrollees. This achievement, moreover, challenges the library to become consistent in service and aim for more. The Outstanding Academic and Research Library Award is not only an achievement of the library but of the whole UE community as well. Be proud to be a part of it.—Nikki P. Rapanan, 4th-year Broadcast Communication, UE College of Arts and Sciences-Manila
References: Gonzales, L. P. (2006). PAARL’s silver anniversary. Retrieved February 8, 2012. http://www.dlsu.edu.ph/library/ paarl/about/history.asp PAARL award and scholarship program. (2006). Retrieved Feb. 8, 2012. http:// www.dlsu.edu.ph/library/paarl/ awards.asp
UE Today January-May 2012
Genuine Service and Renewed Commitment:
he 10th founding year of the University of the East-National Service Tr a i n i n g P ro g r a m ( U E - N S T P ) commences with a series of relevant firsttime projects to commemorate its successful implementation both as an extension program for the institution and a practical course for the students. With this year’s theme, “A Decade of Genuine Service and Renewed Commitment Towards a Sustainable and Empowered Community,” the UE-NSTP lined up noteworthy projects such as a research consortium represented by faculty members from different community teams; coffeetable book launch; quiz bee; coffeetable book cover design and essay-writing competitions; and the annual photo exhibit. The research project started in the first semester of academic year 2011-2012 until the second semester. The research consortium was composed of the following teams and facultyresearchers: Gawad Kalinga, Prof. Mayla Lee
UE Today January-May 2012
P. Reyes; Gota De Leche, Prof. Rowena P. Calo; Arroceros Park, Prof. Cherry D. Comia; Computer Literacy, Dr. Sheila M. Geronimo; SMBridge, Dr. Leonardo S. Garcia; Urban Belt Renewal, Prof. Marilou M. Yokoyama; students’ narratives retriever, Prof. Perla F. Miranda; Florita S. Aquino as internal editor and Prof. Ottovon Bismarck M. Dolorico as technical support. The researches were aimed to assess the impact of community projects and programs being instituted in various barangays to ensure their implementation and effective operation. Likewise, these would serve as pertinent reservoirs of inventories of community finances, projects’ recipients and other relevant data which are useful for prospective studies on the University’s extension and outreach programs. The researches would be published in a research bulletin specifically created for the 10th anniversary of the UE-NSTP.
Also one of the firsts in the UE-NSTP is the series of competitions held at the UE Conference Hall last March 3, 2012. This activity was chaired by the Literacy Training Service (LTS) component coordinator, Prof. Alan Joyce B. Aggabao. These competitions showcased the artistic talents and the distinctive intellects of UE-NSTP students both from the UE Caloocan and UE Manila Campuses. Joined by 20 participants, the coffeetable book cover design entrants translated into interpretative images and colors, and using one-fourth illustration boards, the UENSTP’s Convocation theme “Volunteerism and Environmentalism: Lasting Expressions of Rizal’s Love for the Country.” The winners of the said competition were: 3rd Place, Ms. Annie Ruth A. Suficiencia (UE Manila); 2nd Place, Ms. Triccia Camille C. Millares (UE Mla.); and 1st Place, Mr. Gabriel P. Napilot (UE Caloocan). The coffeetable book, featuring selected narrative reports of UE-NSTP students
The UE-NSTP 10th Anniversary
for the past 10 years, was launched this May 2012 together with the special edition of UE’s Research Bulletin. The essay-writing competition delved on the theme “UE-NSTP a Decade Hence: Serving People, Community and Institutions: A Pride of True Legacy.” It had as participants an overwhelming number of currently enrolled NSTP students. The best three out of the 51 participants were: 3rd Place, Mr. John Carlo G. Urmaza; 2nd Place, Mr. Vincent F. Ramiso; and 1st Place, Mr. Neill Daniel T. Velo (all three are from UE Manila). Inspired by the very first Departmental Examination for the Common Module, in compliance with the Implementing Rules and Regulations of RA 9163, the UE-NSTP further challenged the inquisitive minds of NSTP students through a quiz bee competition. The quiz bee had a total of 59 contestants and was open to all currently enrolled students in NSTP of both UE campuses. The questions
were categorized according to three levels of difficulty: easy, average and difficult, with the top 20 in the easy round advancing to the average and difficult levels. The winners for the said competition were: 3rd Place, Mr. Fernebert L. Ganiban (UE Mla.); 2nd Place, Ms. Jennifer A. Javier (UE Mla.); and 1st Place, Ms. Yubelle B. Dela Cruz (UE Caloocan). All winners received certificates and cash prizes, as follows: 1st Place, P4,000; 2nd Place, P2,000; and 3rd Place, P1,000. The annual UE-NSTP photo exhibit was opened on March 6, 2012 at the Admissions Lobby, with this year’s theme being “Noon, ang Simula, Tagumpay sa Pagkakaisa: UENSTP Isang Dekada na sa Paglilingkod, Pagmamalasakit, Pagsasanay, Pagtugon at Pagtatalaga.” The photo exhibit’s main panel translated into heart symbols the five main advocacies of the UE-NSTP, rationalizing the event’s theme which echoes the acronym N-S-T-P:
By Dr. Madeleine M. Co
Department of Philosophy and Humanities, UE College of Arts and Sciences-Manila, and Civic Welfare Training Service Component Coordinator, UE-NSTP “Noon” rationalizes what the NSTP has done for the past 10 years. It includes the description of the five hearts which speak of numerous projects under each advocacy, and these are: Paglilingkod: This includes activities like Brigada Eskwela, Coastal Clean-up, Medical and Dental Missions, Ondoy Relief Operations, Botolan, Zambales Relief Operation, among others. Pagmamalasakit: In line with this advocacy we visited World Hope in Biñan, Laguna; Bahay ni San Jose in Nueva Ecija; and Bethany Orphanage in Bulacan. We also had an exposure trip in Subic and the annual Pamaskong Handog as an institutional activity. Pagsasanay: We had the Disaster Management Training at Tanay, Rizal; Leadership Trainings with our NSTP students in San Jose Del Monte, Bulacan; a Rover Scouting Seminar; a Sign Language Seminar; a Drug Addiction Awareness Seminar at Serenity,
UE Today January-May 2012
HOSPICIO DE SAN JOSE TEAM The Winds Beneath the Angels Top row: Prof. Ma. Guadalupe C. Francia, Prof. Wilma V. Agustines, Prof. Khem Ann C. Ycong, Prof. Lielanie L. Ricafranca Bottom row: Prof. Letecia A. Samonte, Prof. Jean F. Salas, Prof. Manuela Susie F. Fuentebella, Prof. Edelmira R. Dimzon and Prof. Edison P. Del Monte
CHILDHAUS TEAM The Childhaus’ Sweethearts Prof. Gladioli B. Alag, Prof. Marissa M. Lanuza, Prof. Carolyn DG Castillo and Prof. Roland F. Madeja (Team Leader)
GOTA DE LECHE TEAM
SM BRIDGE TEAM
The Four-Leaf Clovers Prof. Vanessa Q. Ybarreta, Prof. Rowena P. Calo (Team Leader), Prof. Rizalina C. Jacinto and Prof. Margarita S. Jaldo
The Love Crusaders Top row: Dr. Ana Janet M. Pinlac, Prof. Jesus Anselmo A. Reyes, Prof. Laine N. Espuelas, Prof. Florita S. Aquino, Prof. Gerardo V. Venturina Bottom row: Prof. Ottovon Bismarck M. Dolorico, Prof. Nora R. Rodriguez, Prof. Divina Gracia R. Gacila, Prof. June L. Mercader, Prof. Perla F. Miranda and Prof. Anthony B. Maniago
The Healthy Link Dr. Leonardo C. Garcia (Team Leader), Prof. Maria Era T. Clarin and Prof. Rogelio I. Espiritu
Tagaytay; and a Common Module Seminar at Balai Isabel at Talisay, Batangas. Pagtugon: We heeded the calls to adopt a park, conduct bloodletting, hold a candlelight vigil for peace, Palawan Diversity, Run for Pasig River and the Red Cross Fun Run. Pagtatalaga: Refers to the semestral graduation rites of NSTP2 students, instilling in them the different faces of volunteerism and love of country and fellowmen. The rites inculcate to the graduates that social responsibilities do not end with the NSTP but rather it opens to them the perspective that a wider opportunity to extend service to the community awaits them during and after their preparations for the professional enterprise. “Simula”: The term rationalizes the
UE Today January-May 2012
objectives to which the different barangays’ projects, programs and activities are founded. The photo exhibit presented the different barangay teams, their programs and objectives so that all involved—students, community and faculty—would realize the purpose of the community service being instituted in the adopted community or institution. All objectives are lifted from their very own plan of activities, a requirement they need to submit after their ocular inspection. “Tagumpay”: This reflects on the continuing community services in different barangays and institutions. With five established linkages with renowned institutions, such as Gawad Kalinga, ChildHaus, Hospicio de San Jose, Gota de Leche and Kanlungan ng
Erma; 11 barangays from Recto, Quiapo, Sampaloc and Tayuman, Manila; the endearing commitment to the preservation of the environment through the adoption of the Arroceros Mini Park; and the numerous citations and awards accorded to the UENSTP. These honors include: 2011 National Awardee for Best Implementor of Brigada Eskwela in Partnership with Different Public Schools; SY 2010-2011 RAATI Awardee, ROTC-Regional Annual Tactical Inspection; 2010 Red Cross Awardee; Dian Masalanta Award; 2009 Congressional Recognition on Social Awareness Through Mural Paintings; 2009 Congressional Recognition on Literacy and Feeding Program; 2008 Awardee for the Search for the Best Environmental Program;
ARROCEROS PARK TEAM
COMPUTER LITERACY TEAM
The Nature’s Advocates Prof. Cherry D. Comia, Prof. Romeo P. Sy, Prof. Modesto E. Ballesteros (Team Leader) Prof. Henrieto R. Junio and Prof. Carolyn DG Castillo
The IT Moms Dr. Sheila M. Geronimo (Team Leader) Prof. Melissa M. Agbulos and Prof. Ana T. Merida
URBAN RENEWAL TEAM The City Revolutionizers Prof. Glorina A. Roxas, Prof. Ana Maria M. Adriano, Prof. Jayson B. Mercado, Prof. Maria Era T. Clarin, Prof. Susana F. Dela Cruz and Prof. Marilou M. Yokoyama
and 2008 Awardee for the 1st NSTP “Green Philippines.” With all these, truly there is so much to celebrate in our 10 years of existence. “Pagkakaisa”: This was demonstrated by a simple balloon-releasing ceremony headed by the University President, Dr. Ester A. Garcia, and the Manila Campus Chancellor, Dr. Linda P. Santiago. The balloon-raising ceremony was dedicated to all men and women who became part of the UE-NSTP for the past 10 years: the faculty, the community elders, barangay officials, heads of different institutions and University officials who took part in molding values and teaching social responsibilities and commitment to the thousands of UE-NSTP students turned graduates. This year’s Photo Exhibit Committee
GAWAD KALINGA TEAM The Neighbors’ Keepers Top row: Prof. Marcelo E. Vergara, Prof. Rosalie B. Rosalejos (Team Leader), Prof. Mayla Lee P. Reyes Bottom row: Dr. Rosalie G. Yap, Dr. Leonardo C. Garcia, Prof. Joseph C. Camacho, Prof. Nelson G. Ramirez and Prof. Jocelyn S. Malanum
OECO Powerhouse UE-NSTP Manila Campus
Mrs. Marilou L. Algarne (NSTP Clerk), Dr. Ma. Rosario E. Monce (NSTP Asst. Coordinator), Mr. Alan Joyce B. Aggabao (Component Coordinator-LTS), Dir. Rogelio I. Espiritu (OECONSTP), Dr. Madeleine M. Co (Component Coordinator-CWTS) and Mrs. Annie M. Apostol (Office Asst., NSTP Clerk)
was chaired by the Civic Welfare Training Service (CWTS) component coordinator, Dr. Madeleine M. Co, with the following committee members: Prof. Jocelyn R. Malanum, Dr. Leonardo S. Garcia, Dr. Rosalie G. Yap, Prof. Anna Maria M. Adriano, Prof. Nelson B. Ramirez and Prof. June L. Mercader. The commencement exercises on March 17, 2012, marked the culmination of the UE-NSTP activities for academic year 20112012. Prof. Aimee Dizon, the former Chair of the CAS Manila Department of History and International Studies, addressed more than 500 graduates of LTS and CWTS classes in her commencement speech, imbibing upon them the values of volunteerism and
environmentalism as Rizal’s expression of love for the country. Being a former UE-NSTP faculty member, she shared some insights on community service and the challenges she went through during her NSTP days. She ended her message with two pickup lines about a tree, which interestingly caught the wits of her young listeners. She expressed hope that the graduates would see their true worth in Service and Responsibility as she likened them to our national tree, the Narra—strong-willed and useful. This is how we work. This is how we celebrate in the UE-NSTP. Genuine Service and Renewed Commitment; with this vow, our journey continues.
UE Today January-May 2012
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The UE Bus was one of the vehicles during the UE Caloocan Motorcade last Feb. 20 .
High school students from nearby schools take advantage of the Open House Tour and Free CET on Feb. 21 and 22
The UE Caloocan Week Celebration began with a Thanksgiving Mass on Feb. 20 at the Administration Building Lobby
Anime fans had a field day displaying their creativity during the Cosplay Fashion Show on Feb. 20 at the TYK Lobby
E Caloocan held a weeklong celebration of the 50th founding anniversary of Caloocan City itself, from February 20 to 24, 2012. Several exhilarating events were spearheaded by the different colleges and student organizations with “Unity and Excellence in Realizing Exemplary Dreams (UE RED)” as overall theme. This celebration made the UE Caloocan Community unite and believe in one common perspective: It’s more fun in UE Caloocan! The activities during the celebration included a thanksgiving mass, a motorcade and parade, a sports fest, seminars, an arts exhibit and competition, a career orientation for senior high school students of public and
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The COE Mobot Competition last Feb. 23 at the TYK Study Area
UE CALOOCAN WEEK 2012 A Few Highlights • February 20-23, 2012
private high schools, a campus tour and free college entrance test, contests and quiz bee, UE alumni awareness gatherings, a pageant, a research colloquium, team-building activities, bloodletting, film showing, IT tutorials, and a job fair. One of the highlights of this year’s celebration was the College of Business Administration lecture on “The Challenges in the Airline Industry” held on February 22, 2012 at Multipurpose Hall 1 of the College of Engineering. The guest of honor and speaker was Philippine Airlines (PAL) President and Chief Operating Officer Jaime J. Bautista, who is also the Vice Chairman of UE. Vice Chairman Bautista’s talk focused on major issues affecting the airline industry in general
and PAL in particular. Another Caloocan Week highlight was the awareness day sponsored by the UE Caloocan Alumni Association in partnership with the Ecological Society, and Umagang kay Ganda and Boto Mo, Ipatrol Mo, morning programs of ABS-CBN News and Current Affairs, on February 23, 2012, 4 a.m., at the UE Caloocan Gymnasium. There was a live telecast of the different events offered by the Alumni Association such as physical fitness, where 1,000 students participated and were choreographed by the dynamic and energetic faculty members of the PE Department, headed by the Officer in Charge, Prof. Paulita Idian; seminars on cervical cancer and environmental issues; an art competition;
UE faculty members and employees get their game on in the UE Faculty, Employees and Rotaract Basketball Tournament from Feb. 20-23 at the UE Caloocan Gym
Students merge music and worship at the Youth Gig 8 on Feb. 21 at the TYK Study Area.
UE Caloocan Chancellor Zosimo Battad speaks to UE Caloocan students at the “Tropang Malaya Bunga ng Edsa” program on Feb. 23 at the UE Caloocan Gym. Guest speakers included (inset, left to right) former Vice President Noli De Castro, musician Jim Paredes, ABS-CBN reporter Sol Aragones and Rock Ed founderexecutive director Gang Badoy
COE Caloocan faculty members present their accomplished researches on Feb. 21 at the Briefing Room
Budding chefs sweat it out in the kitchen during the Chef Warrior Competition on Feb. 23 at the HRM Kitchens
and “Chef ’s Warrior,” in cooperation with the College of Arts and Sciences Committee on Extension and Community Outreach (CAS CECO), CAS Student Council (CASSC), and the Council of Hotel and Restaurant Management Society (CHARMS). Moreover, UE Caloocan, through the Committee on Alumni Affairs and ABS-CBN, also commemorated the 26th anniversary of the EDSA revolution via “Tropang Malaya Bunga ng Edsa,” specifically enriching the students’ awareness of the very essence and significance of Philippine democracy in the present generation, with UE alumnus and former Philippine Vice President Noli “Kabayan” De Castro, ABS-CBN anchors Sol Aragones
Students, faculty members and employees donate blood to the Philippine National Red Cross at the Tan Yan Kee Academic Building Lobby on Feb. 21
and Gang Badoy, and singer-composer Jim Paredes as guest speakers. The program also unshackled the quiescent consciousness of the students when rhythm and blues singer Princess Velasco and Pinoy Dream Academy winner Bugoy Drilon came out to inspire and entertain. UE Caloocan alumnus and Communi-cation Arts special lecturer Engelbert Apostol (UE AB ’94) made the special participation of ABS-CBN possible in this year’s celebration. An exciting moment for the celebration of the UE Caloocan week was the teambuilding activity on February 24 at Johndel Resort in Nasugbu, Batangas. It was coordinated by Assistant Librarian Flordelina Manzalay, Chair of the Committee on Team-
building. All these are thanks to the UE Caloocan Chancellor, Dr. Zosimo M. Battad, Overall Chairman; College of Engineering Dean Victor C. Macam, the Steering Committee chair; the Steering Committee members: Deans Julian E. Abuso (Arts and Sciences), Rogelio V. Paglomutan (Business Administration) and Celino B. Santiago (Fine Arts), Elementary and High School Department Principal Benilda L. Santos and Student Affairs Office Director Clemente A. Diwas.—Prof. Efren C. Gimoto Jr., Faculty member, Department of Communication Arts, CAS Caloocan
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UE Caloocan Week 2012
College of Business Administration Activities Galore The College of Business AdministrationCaloocan organized and conducted several activities during the celebration of the Caloocan Week 2012 within February 20-23, 2012. The highlight of this year’s celebration of the Caloocan Week was the convocation organized by the College, wherein Philippine Airlines President and Chief Operating Officer and UE’s Vice Chairman of the Board of Trustees, Mr. Jaime J. Bautista, was the guest of honor and speaker. This was held on February 22, and his talk was about the “Challenges in the Airline Industry.” (The Vice Chairman’s talk is reprinted on pages 24 to 31 of this issue.) The College also provided a seminar for faculty development—in cooperation with Rex Bookstore and the CBA Caloocan Department of Accountancy, Law and Taxation— entitled “The Effective Use of the English Language” held on February 21. The speaker was Prof. Chichi Pelayo-Villarante, a former Assistant Director of the Foreign Language Center of La Consolacion College-Manila and a Professor at the College of Arts and Sciences and a trainer for speech at the San Sebastian College Recoletos-Manila. The celebration of UE Caloocan Week 2012 would not have been complete without the Community Outreach project of the College. This year, CBA Caloocan organized a seminar entitled “Sourcing of Funds and Capitalization” for the following adopted neighboring barangays of the University: Brgy. 1, Brgy. 3 and Brgy. 73. This seminar is in cooperation with our Department of Finance, Economics and Business Mathematics. The speaker for this seminar was Allied Bank Manager Noel Dangue. The CBA Caloocan Entrepreneurship and Business Venture students also highlighted their own products through an exhibit at the lobby of the Tan Yan Kee Academic Building during the entirety of UE Caloocan Week.—Dr. Rogelio V. Paglomutan, Dean, CBA Caloocan
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Considering Cloud Computing Mr. Eymard Galbis and Jonneil Loredo, head and specialist at IT Systems and Solutions of e_Copy Corp., respectively, presented the applications and advantages of cloud computing via a seminar held on February 21 at the UE Caloocan Briefing Room. This was part of Day 2 of the UE Caloocan Week 2012 celebration. Cloud computing is a web-based computing system where clients can access resources and processes anywhere and anytime as long they have Internet connection, as if they are in their respective terminal places in the office. Cloud computing (“cloud” being symbolic of the Internet use) promotes the idea of having all files, records and applications uploaded to the Internet and accessing them through web browsers. Although cloud computing is as its early stages, many businesses or companies that need computing processes for their specific tasks are starting to venture into it.— Dr. Victor R. Macam Jr., Dean, UE College of Engineering-Caloocan
UE Today January-May 2012
UE Caloocan Week 2012
A Pageant and an Immersion Combined
As in the past, the Mr. & Ms. UE Caloocan competition was one of the highlights of the UE Caloocan Week celebration. This project is not just a pageant to select UE Caloocan students deserving of the year’s Mr. & Ms. UE Caloocan titles; it was also a venue for the Campus’ AB Communication Arts (CA) students to be immersed in actual show production work and for BS Hotel and Restaurant Management (HRM) students to experience in event organizing. This project was headed by Ms. Rashida Salariosa, an HRM student, and it was directed by Mr. Renier Casimina, a CA student. It was sponsored by the UE Caloocan Central Student Council. The theme of the event was “Kasarinlan Ng Nakaraan.” Participating were eight gentlemen and eight ladies from the different UE Caloocan Colleges. Mr. Jaime M. Rariza Jr., a BS Accountancy student, and Ms. Ma. Joan T. Singh, an AB Comm Arts student, were crowned as this year’s Mr. and Ms. UE Caloocan, respectively. Mr. Timothy D. Pacson, a BS Accounting Technology student, and Ms. Ma. Carla B. Temblique, an AB Comm Arts student, were awarded as 1st Runners-up, while Mr. Angelo Dynald S. Medina and Ms. Josephine D. Olandez, both College of Business Administration students, were adjudged 2nd Runners-up. The event was held at the UE Caloocan Field last February 23.—Prof. Clemente A. Diwas, Director, Student Affairs OfficeCaloocan
A Little Acoustic Night of Music… One of the major activities contributed by the students leaders to the UE Caloocan Week celebration was “Acoustic Night 2012,” held on February 22. The event was sponsored by the Engineering Student Council and it has been a regular part of the celebration for the last three years. The competition once more featured bands composed of UE Caloocan students rendering OPM songs. Eight bands competed, to the delight of the students. The band Rush composed of Ms. Racel Mendoza of the College of Arts and Sciences (CAS) and Mr. Tom Bruce Dela Rosa and Mr. Edsel Aguirre of the College of Engineering (COE) won the 1st Prize. The band Angels and Demons, composed of Ms. Angel Sanchez, Mr. Jaypee Ambida, Mr. Paul Bout, Mr. Gian Regala and Ms. Glyn Mahilum—all of the College of Fine Arts—won the 2nd Prize. The 3rd Prize went to the band MAD Kendi, which was composed of Mr. Dionaldo Manaoag Jr., Mr. Marc Evan Ilao and Ms. Dixie Kamille Garcia, all COE students. The entire program was hosted by Ms. Aleeza Mariel Elevado and Mr. John Robert Camat, both of the CAS. The project was headed by Ms. Clarrylyn Peladas and Mr. Louige Famarin of the COE.—Prof. Clemente A. Diwas, Director, Student Affairs Office-Caloocan
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A Pro-Research Colloquium The College of EngineeringCaloocan conducted a research colloquium and a seminar on February 21, 2012 as part of its faculty development activities during the celebration of UE Caloocan Week. The research colloquium showcased the research output of Engineering faculty members. Six research projects were presented, two of which are funded by the University while four were faculty-initiated studies. The research colloquium was organized primarily to disseminate the research findings and output to the general public and to further promote the culture of research in UE.â€”Dr. Victor R. Macam Jr., Dean, UE College of Engineering-Caloocan
UE Today January-May 2012
UE Caloocan Week 2012
Championing On-the-Spot Ballpen Art
The UE College of Fine Arts, Architecture and Design (CFAD) is always on the roll of creating projects that aim to raise the bar of excellence in the field of arts. This year, the organizers came up with a new approach to showcase the students’ creativity and artistry with its first ballpen art competition: the 2012 Sininglangan Inter-School Onthe-Spot Ballpen Art Competition, held last February 23. The event was made possible through the effort and the collaboration of the National Commission for Culture and the Arts (NCCA), UE Office of Cultural Affairs (OCA) and the UE CFAD. The theme for this year’s competition was “Tradisyon at Inobasyon.” This was also a tribute to the former UE Fine Arts College Secretary, the late Prof. Angelito S. De Guzman, one of the pioneers of ballpen art in the Philippines. Eleven universities with three to four student representatives were invited and competed: the University of the Philippines (UP), the University of Santo Tomas (UST), Philippine Women’s University (PWU), Far Eastern University (FEU), FEATI University, EARIST, the Technological University of the Philippines (TUP), St. Scholastica’s College, Bulacan State University, Tarlac State University and the host school, University of the East-Caloocan. All the 36 artist-participants were given free art materials from major sponsors Faber-Castell Philippines and Dong-A. There was also a drawing event on the side, organized by the sponsors, for all the students and visitors from other universities. The judging proper started at 3 p.m. and 12 outstanding entries were selected by the honorable jurors, namely world-class painters Robert Deniega, Edgar Fernandez and Danilo Pangan, and UE CFA alumna and Faber-Castell Philippines Brand Manager Roselle G. Rivera. The awarding ceremony was spearheaded by UE CFAD competition chairperson Prof. Ellen Villanueva, with Arch. Celino B. Santiago, the CFAD Dean; Dr. Zosimo M. Battad, UE Caloocan Chancellor; and, representing the UE OCA, Mr. Peter Marc S. Ramos.
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The finalists were Phillip Cesar Gare and Kristopher Paguirigan of FEATI; Don Michael Buñag and Renz Marrione Bautista of BulSU; Stephanie Go of UST; Froilan Pastrana of TUP; Bernardo Cabugnason of Tarlac State U; Nazer Zulueta of UP Diliman; and Gene Paul Martin of FEU. Jestine John Torres of EARIST landed in 3rd Place, UE Caloocan painting major Fernando Antimano earned 2nd Place, and Lawrence Jay Cervantes of Bulacan State University was hailed as the Grand Winner of UE’s first Sininglangan Ballpen Art Competition. Lawrence received a P10,000 cash prize, a glass palette trophy designed by Arch. Celino B. Santiago, and gift packs from Faber-Castell and Dong-A Philippines. Second and 3rd-Place winners Fernando and Jestine John respectively earned P7,000 and P5,000 cash prizes, plus trophy and gift packs, respectively. The winning works were to be part of an Art Exhibition in UE Manila.—Arch. Celino B. Santiago, Dean, UE College of Fine Ar ts, Architecture and Design The participants: UE Caloocan: Leomar Conejos, Joanalyn Besa, Joann Gopita & Fernando Antimano. Bulacan State University: Marvin E. Quizon, Don Michael Buñag, Renz Marrione Bautista & Lawrence Cervantes. TUP: David Lee Germino, Rocky A. Arpon, Russel Trinidad & Froilan Pastrana. UST: Marga Chavez, Anne Therese Pinero & Stephanie Go. Tarlac State University: Alfredo Baluyot, Adrian David, Elijah Benitez & Bernardo Cabugnason. St. Scholastica’s College: Dione Tonolete, Rikako Marushima, Aphrodite Dela Rosa & Maila Carmel Daal. FEU: Emile Colis, Gene Paul Martin, Bea Aben & Errol Orbida. PWU: Jeremy Payoyo, Jeric Bastillo & Jasmin Garcia. FEATI University: A nd re w Tan, Philip Cesar Gare & Kristopher Paguirigan. EARIST: Dave Cruz, Jestine John Torres & Mark Lester Espina.
Sining + Silangan = Sininglangan Exhibit 2012 In line with the celebration of the National Arts Month and of UE Caloocan Week, the UE College of Fine Arts, Architecture and Design held an annual exhibit at the 5th floor of the Tan Yan Kee Academic Building, which commenced on February 20. The UECFAD faculty members conceived the title “Sininglangan,” a combination of the words sining (art) and Silangan (East). All CFAD faculty members coordinated and worked hard to make this event a momentous one. To underscore local flavor and to add distinction to the activity, the CFAD faculty members and students followed a Filipiniana motif. The exhibit formally opened at 3 p.m. The event was graced by UE Caloocan Chancellor Zosimo M. Battad, who led the ribbon-cutting with notable guests such as College of Arts and Sciences-Caloocan Dean Julian E. Abuso, Guidance Coordinator Remedios C. Moog, Assistant Director of the Department of Libraries Flordelina A. Manzalay, School-toSchool Promotion Head Eloida C. Dagumboy, Marketing Coordinator Edith N. Romero and Arch. Richard Payne. Students flocked to witness the fruits of collaborations among faculty members and students. The latter’s exemplary works were carefully chosen and put on display; hence, a mixture of excitement, gratification and fulfillment filled the exhibit area. A festive mood was in the air as the spectators got their pictures taken beside the wonderful and admirable works of the CFAD students. This successful exhibit ran until the first week of March 2012.—Arch. Celino B. Santiago, Dean, UE College of Fine Arts, Architecture and Design
UE Today January-May 2012
Challenges in the Airline Industry By Mr. Jaime J. Bautista Vice Chairman, University of the East This lecture was delivered by the UE Vice Chairman on February 22, 2012, at the Multipurpose Hall 1 of UE Caloocan, on the invitation of the UE College of Business Administration-Caloocan in line with UE Caloocan Week 2012. Vice Chairman Bautista was the President and Chief Operating Officer of Philippine Airlines from August 2004 to April 2012.
UE Today January-May 2012
r . Z osimo M . Battad, C ha n cellor of t he University of the East Caloocan; Dr. Rogelio V. Paglomutan, Dean, UE College of Business Administration; faculty members and students, guests, ladies and gentlemen: Before anything else, I wish to thank the UE Caloocan family for the warm reception and the gracious invitation to address you today. It is an honor to speak before a distinguished audience. I thank you most sincerely for devoting time to hear about the developments in Philippine Airlines and how we are tackling challenges in today’s harsh operating environment. Hopefully, you will gain a better understanding of the complexities of the aviation industry and find this lecture instructive. Your college is, after all, devoted to the study of business. To better appreciate the air transport industry, allow me to give you an overview of the industry and share certain facts and figures. Air transport connects people, countries and cultures. It generates
trade and tourism and drives economic and social progress. In 2010 alone, the industry transported around 2.7 billion passengers and carried over 46 million tons of freight, generating revenues close to US$547 billion. It generates 33 million jobs globally and directly creates 5.5 million jobs worldwide, with airlines and airports employing 4.7 million and about 780,000 for the civil aerospace sector. Today, there are currently 1,629 airlines operating 27,271 aircraft (21,600 jets and 5,671 turbo prop), flying 29.6 million flights in 3,733 airports worldwide. This is equivalent to operating 3,380 flights per hour or 57 flights per minute or roughly one departing flight per second! And what better way to acquire useful insights on the subject than by examining one of the country’s great business institutions— the national flag carrier of the Philippines and the first airline in Asia. The topic I was asked to lecture on—“The Challenges in the Airline Industry”—is most appropriate. For if there is any airline that
UE Today January-May 2012
has grappled with major challenges, particularly over the last decade, it is Philippine Airlines. Historical Sweep PAL has known challenges from its very inception. Next month, PAL will celebrate its 71st anniversary. When we look back on that fateful morning of March 15, 1941, it is hard to imagine that 71 years later, PAL would still be around to fly you to your destination. The Philippines then was not yet an independent nation. A war was raging in Europe. War clouds were gathering over the Pacific. Nine months later, in December 1941, the Philippines was invaded and World War II engulfed our country. So when a tiny PAL Beech Model 18 airplane lifted off Nielson Airfield in then rural Makati and headed north for Baguio, it was
emergency supplies brings hope to victims and rescuers alike. This gives real meaning to the saying that PAL serves even those who do not fly. In the process of serving the nation, PAL achieved many pioneering feats in aviation, including becoming the first Asian airline to cross the Pacific Ocean, in July 1946; the first Southeast Asian airline to fly to Europe, in May 1947; and the first Asian airline to launch scheduled service to China, in August 1979. These achievements brought honor to the country. For 71 years now, through war and peace, upheaval and progress, PAL has been a steadfast partner in nation-building as the major domestic carrier and the pioneer flag carrier across the world. Today’s Challenges Today, we face a very different set of challenges. Most of them
“For 71 years now, through upheaval and progress, PAL has been a steadfast partner in nation-building.”
doing so on a hope and a prayer. Our first flight was a success—it carried a full load of five paying passengers—but the future looked very uncertain indeed. That was our first challenge—a fearsome one at that—to survive a brewing world war. PAL could have taken the easy way out and remained inactive or simply dissolved itself while the war raged. But then, as now, our mandate was clear: To serve the Filipino nation and its citizens. Through 71 years, PAL has always played the role of economic catalyst. Today, our modern jets fly in international bunkers, investors, industrialists, as well as tourists and convention delegates. Local destinations reap the benefits of economic development as PAL plied these routes. Today, PAL flies to 25 international destinations in 15 countries and serves 42 destinations domestically, 22 destinations via code share arrangement with our affiliate, Airphil Express. During times of calamity and tragedy, PAL is also there to lend a helping hand. In the wake of typhoons, floods, earthquakes and civil strife, the sight of a PAL aircraft ferrying medicine, food and
UE Today January-May 2012
are rooted in the external environment and thus far beyond PAL’s control. Aviation security, for instance, has been a persistent challenge especially after the terrorist attacks of September 11, 2001. Indeed, since 9-11, a series of successive shocks has buffeted the airline industry worldwide: terrorism; wars (in Iraq, Afghanistan and Libya); epidemics (SARS and bird flu); recessions and economic crises (in the United States from 2008 to 2009 and now in Europe); natural disasters (in Japan and elsewhere); political turmoil (in the Arab world); and the net effect of all these, soaring oil prices. Those are major challenges in the global arena, which, of course, adversely impact the local airline industry. In addition, PAL has to contend with labor issues, competition from both the Low Cost Carriers as well as the other Full Service Carriers, Airport Congestion and the Liberalization of the Aviation Industry, e.g., Asean Open Skies. In the Philippine aviation sector, we have our own unique challenges. These include the downgrade of the country’s safety rating by various international organizations such as the US Federal Aviation Administration and the European Union; one-sided air liberalization
policies that are unfair to Filipino carriers; and infrastructure bottlenecks at local airports that stunt industry growth. That is quite a full plate of challenges that demands our urgent attention. As you can see, the airline business is one of the toughest in the world. To illustrate my point, let me walk you through some of the more pressing issues we are currently dealing with. Fuel
The most immediate challenge is the soaring price of fuel. Yesterday, the price of Brent crude oil, the benchmark used by the International Air Transport Association (IATA), the global organization of the airline industry, is $119.93 a barrel. To put that in perspective: one year ago, in February 2011, Brent crude was trading at $103.96 a barrel. And 12 months before that, in
February 2010, it was at $74.31 per barrel. That’s a jump of nearly 62% in only two years. We all know what happened in those two years. First, the major industrial economies were slowly recovering from the global recession. Then, revolutions throughout the Arab world erupted. Finally, tensions between the West and Iran escalated to the point that military conflict is now being openly discussed. All these put upward pressure on oil prices. Jet fuel, which airlines consume in enormous quantities, is even more expensive than crude oil. Jet fuel now costs $134.34 per barrel. Annually, PAL consumes 6.5 million barrels of jet fuel, for which we spend $873 million. That’s close to $1 billion a year for fuel alone. It is, by far, our single biggest expense, accounting for 40% of PAL’s total expenses. Just to give you an idea of how much fuel we consume, a Boeing 747-400 bound for the US West Coast carries at least 120 tons of fuel—one way. The scary thing is that the problem is far from being solved. IATA now forecasts jet fuel to average close to $130 per barrel for 2012—and
that is assuming that the geo-political situation in the Middle East and the economic crisis in the Euro zone won’t get any worse. If Iran goes nuclear and hostilities break out in the Persian Gulf, you can expect the price of oil to go through the roof. And that would be catastrophic not just for airlines but for the world economy in general. Indeed, the price of fuel remains highly volatile due to international events over which we have no control. This is the reason why all airlines, both here in the Philippines and throughout the world, are forced to tack on a “fuel surcharge” to the price of their tickets. The surcharge is the airlines’ only means of shielding themselves from the vagaries of the oil market. It is not something that we arbitrarily impose on travelers, but are constrained to do so by extraordinary circumstances. In short, airlines
have no choice. It is a matter of economic survival. Our hope is that the surcharge will be a temporary measure, taken while the oil market stabilizes. However, as I said, we cannot predict how prices will move, and we seek your understanding on this issue. Airport Congestion Another challenge is the intolerable congestion at the Ninoy Aquino International Airport. I’m sure most of you have experienced this problem firsthand. You go to the NAIA two to three hours early for your flight. You check in and board on time. The aircraft pushes back from the departure gate on time. Then it sits on the threshold of the runway for 30 minutes or, at times, up to an hour while waiting for clearance to take off. It is obviously an exasperating situation for the passenger. Or you are flying into NAIA from your destination. As your aircraft approaches the airport, it suddenly veers away and flies over Manila Bay and starts circling the area. You are thus given an unscheduled aerial tour of the Bay area. It is truly a frustrating experience.
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These delays occur because of congestion at the NAIA. Simply put, there is a monstrous, EDSA-style traffic jam on the airport runways— there are just too many take-offs and landings for the limited space available. For passengers, inevitable flight delays are a major inconvenience. But for airlines, there is a heavy financial burden, too. Aircraft burn extra fuel while idling on the thresholds or circling the aerodromes, or when they are diverted to other airports. These add to our already high fuel bill. More worrisome is the safety issue. With too many aircraft—not just giant commercial jets but small charter airplanes and private jets
Let me quote from a study done in May 2011 by the Japan International Cooperation Agency (JICA) commissioned to develop a long-term strategy for the capital’s airport. It states what is already quite obvious: “It is clear that NAIA suffers growth constraints leading to increasingly low levels of service, high levels of congestion and excessive aircraft delays. … The runway capacity at NAIA is saturated and the development of a new gateway airport in the greater capital region is an urgent need.” It has been nine months since the JICA study was submitted. Instead of following the recommendation to develop an entirely new gateway airport, the plan now appears to be to cut corners by merely
“PAL will always be 100% dedicated to selling the Philippines abroad because all our flights start and end here.”
as well—operating in a cramped space, the risk of accidents is more pronounced. It is not an ideal situation. The NAIA was designed in the 1980s to accommodate 36 takeoffs-and-landings per hour. Today, it is operating up to 63 per hour during peak periods, nearly double its rated capacity. The problem is partly due to the government’s drive to boost both domestic and foreign tourism in the country. To increase tourist arrivals, expand flight frequencies—that is what all airlines have been doing in support of the government campaign. Tourism is a key contributor to economic development, and PAL is, in fact, the largest carrier of international visitors to the Philippines. In 2010, PAL flew 3.93 million passengers to and from the country, the most among all airlines, Filipino and foreign, operating here. In the first half of 2011, we carried 2.04 million passengers on our international flights—over one-fourth of all international passengers to the country. So PAL is doing its part in the tourism drive. But, ironically, the congestion at NAIA is turning out to be a serious roadblock to these efforts. In the process, Filipino airlines are hurt the most—NAIA is our home base and hub. But the problem will get worse. Foreign airlines have been granted the right to fly up to 6 million more seats to NAIA per year, in addition to their current flights, yet the Manila International Airport Authority (MIAA) has asked PAL and other PHL airlines to voluntarily reduce flights or adjust schedules from NAIA to ease congestion!
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repairing the main NAIA runway and adding a rapid exit taxiway. We are concerned that this strategy simply kicks the can down the road, so to speak. It does not address the underlying issues. The JICA study’s conclusion is stark: “Unless adequate air transport infrastructure is developed as soon as possible, NAIA and the Philippine nation could lose its competitive edge further. … In summary, the Philippines appears to be in an unviable position of… not having any firm plans in place for establishing a new gateway airport to replace NAIA. The result is…particularly negative of the country’s economic development ambitions.” Category 2 Downgrade In July 2007, an inspection team from the US Federal Aviation Administration (FAA) audited the government’s regulatory agency for the aviation industry, then called the Air Transportation Office, and found that it did not meet certain safety criteria. This led FAA to downgrade the Philippines to “Category 2” status in January 2008. Category 2 countries are those whose aviation authorities are incapable of providing safety oversight of its carriers in accordance with accepted international standards. After the FAA downgrade, other international bodies followed suit. In 2009, the International Civil Aviation Organization (ICAO) found “significant safety concerns” with the Civil Aviation Authority of the Philippines (CAAP), the successor to the ATO. In 2010, the European Union went one step further and blacklisted all Philippine
carriers from its air space. While PAL suffered, the country pays a heavy price with lost tourism from Europe, reduced business for hotels, tour operators, restaurants and retail establishments and the negative impact on trade and commerce. The Philippines therefore becomes less competitive as a tourist and business destination. It is important to note that it was the Philippine government’s aviation agency that failed the FAA, the ICAO and the European Union audit—not local carriers and certainly not Philippine Airlines. Still, when the audit ratings were handed down, it was the entire Philippine aviation sector that was covered, not just the government regulator. Yet PAL is a certified safe airline! PAL fully complies with world safety standards. It is the only Philippine carrier certified under IOSA (IATA Operational Safety Audit)—a globally recognized benchmark for airline safety. PAL is rated at par with Lufthansa, KLM, British Airways and other European carriers. The US FAA, EASA (European Aviation Safety Agency) and ICAO acknowledge that PAL is safe. But they see serious deficiencies in CAAP as the regulator. To put this in a context that you would appreciate better: suppose the Commission on Higher Education conducted an audit of the UE Caloocan College of Business Administration to determine its fitness as a degree-granting institution. CHED finds some flaws in the College and downgrades it to a vocational institute. All students of the College are then told that they will not graduate and will not receive their diplomas unless the College improves its systems and regains its status as a major center of learning. Unfair, isn’t it? But of course, this is just an illustration. By now, I’m sure you will agree that the downgrade of the Philippines to Category 2 is very unfair to PAL and other local airlines that have been working hard to enhance their services. PAL is actually the most adversely impacted by the Category 2 rating. Since it is the sole Philippine carrier flying to the United States, the downgrade severely restricts its operations there. Whatever services were in place at the time of the FAA decision in 2008 are frozen. For instance, we cannot increase flights to the US, no matter how strong the demand is for more services. Our frequencies are pegged at 33 flights per week, the same schedule we had four years ago. On the other hand, American carriers can fly to the Philippines as many times as they want because of the “open skies” agreement between the two nations. This just goes to show how utterly unfair this treaty is. But that is a matter for another lecture. We cannot open new routes or add new destinations in the US. We are limited to the five US points we have had since 2007—Los Angeles, San Francisco, Las Vegas, Honolulu and Guam. We would dearly love to add more cities to our US network, such as Seattle, San Diego, Chicago, New York and others, where there is a clamor from Filipino-American communities for PAL services. But Category 2 forbids us from doing so. On the other hand, the “open skies” deal with the US allows their airlines to fly directly to any Philippine city. Again, an unfair advantage for them. Finally, we cannot even change the aircraft type on our US flights. This means that if we want to replace our Boeing 747-400 aircraft with newer jets, we cannot do so. We must stick with the older models. This is the most absurd restriction of all. Here’s how. In October 2006, a few months before the FAA audit, we executed purchase and lease agreements for six Boeing 777-300ER jets, one of the most technologically advanced long-range aircraft to date. The first jet arrived in November 2009, when the country was already in Category 2. The second arrived in January 2010. Of course, the FAA did not allow PAL to fly these brand-new jets to the US—never mind that they were built on US soil by American workers employed by two of the largest and most important US
companies, Boeing and General Electric. The FAA would rather that PAL fly its Boeing 747-400s—still perfectly airworthy and capable, by the way—but not the brand-new Boeing 777-300ERs. Go figure. So this is the operational limbo we find ourselves in with our US services. PAL recognizes that the US is its most important market— that is why we invested heavily in the most modern aircraft and technology, exemplified by the Boeing 777-300ER. This year, we are scheduled to take delivery of two more B777300ERs, and next year, two more units will arrive. This jet is ideally suited for long-haul operations across the Pacific Ocean. In fact, that was why PAL ordered it in the first place—to serve as our new flagship on the trans-Pacific routes to North America. To assist government, PAL, from its own pockets, engaged a team of experts—Tim Neel and Associates—to guide the CAAP in its bid to be upgraded to Category 1 this year. An FAA team was in the country last month to do a technical review and the feedback we got was that the CAAP is now ready for a full audit. Let’s keep our fingers crossed that it passes this time. Only then will PAL and the rest of the local airline industry be able to fully serve the US market. Labor Issues Last October 2011, PAL entered into a new phase in its operations: it started the outsourcing of three non-core units, namely: ground handling, call center reservations and catering. But the shift to thirdparty service providers did not come easily. PAL faced a tumultuous two-year battle with its ground crew union, the PAL Employees Association, who opposed the airline’s spin-off program. Eventually, the Department of Labor and Malacañang upheld PAL’s spin-off program as a valid exercise of management prerogative. However, even before the outsourcing could start on October 1, 2011, the ground crew union staged a wildcat strike at the height of Typhoon Pedring. Thousands of PAL international and domestic passengers were stranded in the airport since no PAL plane could fly. It took PAL over a month to finally regain its bearings, thanks to the help of PAL administrative volunteers who kept the airline flying as the service providers beefed up their manpower pool. Today, PAL continues to make up for lost ground. It is exerting serious efforts to regain the trust and confidence of its customers who were dismayed by the service disruptions. I’m glad to inform you that as we speak, PAL is gradually winning back loyal customers as it works double time to ensure that all services are 100 percent back to normal. This is no easy task, but something that PAL is willing to do to ensure long-term survival. Competition from Budget Carriers and Pilot Exodus With the economic slowdown, budget carriers have become extremely popular with the riding public. Ridiculously low fares are something that PAL—as a legacy carrier—has been contending with for close to a decade now. The emergence of budget airlines like Cebu Pacific, our sister-firm Airphil Express, Zest Air and others compelled PAL to review its own operating model. To remain competitive, we have been aggressively offering promotional fares without sacrificing our service levels. While cutthroat competition is something that PAL is prepared for, it is a great challenge to us. We must continuously endeavor to showcase the best of PAL as a full service carrier as against no-frills budget carriers. We continue to provide wide and spacious seats, delicious in-flight meals, free reading materials and special lounges for our Mabuhay Class passengers. And since the safety and comfort of our passengers are our primary concern, PAL ensures that our planes are always on tiptop shape. We spare no expense as we hire Lufthansa
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Technik Philippines as well as other world-renowned aircraft MROs or maintenance, repair and overhaul companies to maintain our fleet. Airline competition here and abroad has also spawned another challenge—the exodus of our highly skilled pilots and maintenance personnel. It is difficult to match the fat paychecks being offered by competitor airlines abroad, but we try our best to give our pilots and maintenance people world industry-competitive salary packages to keep them in our fold. We are doing this because, as you know, PAL pilots are truly valuable assets because they are, without doubt, some of the best airline pilots in the world. Tourism Support As I said earlier, PAL is 100 percent committed to sell the Philippines in all its 25 international destinations. That’s why we have teamed up with and remain one of the most active partners of the Department of Tourism in all its tourism promotion programs. PAL spends considerable resources to promote the Philippines, especially with the new slogan “It’s more fun in the Philippines.” It’s a challenge to sell a destination that has been in many negative travel advisories but we do our best. The Philippines, after all, is our home base and we proudly carry its name and flag on our planes. Unilateral Open Skies On March 14, 2011, President Benigno Aquino III signed Executive Order No. 29, authorizing the Civil Aeronautics Board (CAB) to pursue, in its words, “more aggressively” the air liberalization policy of the government. EO 29 is more popularly known as the “pocket open skies” policy—it grants foreign airlines access to airports outside Manila, without restriction as to frequency, capacity or type of aircraft. In other words, if a Chinese or Korean or American carrier wishes to fly directly to Clark, Cebu or Davao, it can do so without having to negotiate for such rights with the Philippines. The CAB will approve its application almost automatically. The aim of the policy is a noble one—to increase visitor arrivals in the country. However, the unintended effect of EO 29 has been backlash from the local airline industry. Virtually all industry players protest that EO 29 does not require—or even ask—other countries to extend the same privileges and rights to Philippine carriers. In short, EO 29 discards a time-honored practice in aero-political circles: the principle of reciprocity. This puts local airlines at a grave disadvantage in the highly competitive aviation marketplace. Let me cite one recent example. In November 2011, the Civil Aeronautics Board approved the application of Jin Air, a Korean budget airline, to operate a new route, Seoul to Kalibo, under the terms of EO 29. As we all know, there is a huge demand from Koreans to spend the winter on the beaches of Boracay and Jin Air wanted to meet that demand. Airphil Express, a Filipino airline and PAL’s affiliate carrier, also applied with the Korean aviation authority to serve the same route. It was rejected. The reason given: The Philippines was a Category 2 nation and was also blacklisted by the EU. What the connection of US and European aviation policies is to Korea was not explained. It seems Korea now blindly follows the aviation policies of Western nations. The point here is this: Had there been reciprocity, our CAB would have asked its Korean counterpart to match its approval of Jin Air’s application with an equivalent endorsement of Airphil Express’ application. As it is, the Koreans were under no pressure to approve Airphil Express’ bid. They knew that under EO 29, the CAB would allow Jin Air to operate the route anyway, regardless of how they handled Airphil Express. So a Korean airline had a lucrative monopoly on the Seoul-
UE Today January-May 2012
Kalibo route during the winter holidays, while a Filipino carrier was left holding the empty bag, thanks to EO 29. To hurdle this challenge, PAL and other local carriers are now calling on Congress and the DOTC to review, and possibly withdraw, EO 29. We are glad that even our competitors have joined the fray. For nearly two decades, PAL has been the lone voice in the wilderness, calling for a sensible and progressive approach to the liberalization of Philippine skies. We believe, then as now, that liberalization should not be the end. It is simply a means to achieve the real goals—more growth for the Philippines, more air travelers, more revenues for the country, a healthy aviation industry. For advocating this prudent policy—a policy consistent with the national interest—PAL has been vilified and condemned. We have been labeled everything from being an obstructionist to a dinosaur. But we have never wavered in our commitment to progressive liberalization, to a better deal for Philippine aviation and the Filipino traveler. So while we are heartened that the industry has seen the light and come around to support our position, we are dismayed that the pleas for fairness seem to have fallen on deaf ears. A unilateral pocket openskies regime is the state policy now. This is unfortunate. Be that as it may, we in PAL have proposed another path—an aviation policy that has proven to be both liberal in growing the market and equitable to all players, local and foreign. In other words, a win-win policy. I’m referring to the open-skies model based on bilateral agreements. This model has been adopted most successfully by Singapore, whose aviation policies are among the most liberal in Asia, if not the world. Last year, I was privileged to attend IATA’s 67th Annual General Meeting in Singapore. This is the most important conference of the global airline industry. It is our annual summit meeting—a forum where the chief executives of airlines worldwide exchange views and tackle industry issues. The deputy prime minister of Singapore, Mr. Tharman Shanmugaratnam, opened the conference by affirming his government’s commitment to less regulation, eliminating market barriers and helping airlines grow—a formula that has catapulted Singapore to become one of the great aviation hubs of the world. This, he said was accomplished by a policy of negotiating bilateral open-skies treaties with many nations. This is what Deputy Prime Minister Tharman said: “The Singapore Government, on its part, is committed to providing an environment with minimal regulatory and cost burdens on airlines, so that the industry can remain cost-efficient and grow. We are also committed to avoiding and removing market barriers. This is reflected in our pursuit of a liberal aviation policy, such as in concluding bilateral Open Skies Agreements with over 40 countries to date.” Bilateral is the key word here. If Singapore, the champion of liberal aviation, is averse to unilaterally open its skies to all players and instead prefers to deal one-on-one with other nations—with great success, we might add—shouldn’t the Philippines, a minnow in international aviation, think twice about rushing headlong into unfettered open skies and abdicating our rights all at once? We respectfully urge our government to study the Singapore experience and see where we can adapt their best practices in our local industry. After all, the Philippines already had bilateral air agreements with 62 countries and territories. Many of these are very liberal deals such as the ones with China, Vietnam, Malaysia and, of course, the United States. These agreements have produced nearly 50 million seat entitlements a year that are available to foreign and local carriers
today. Disappointingly, only 11 million of these seats—or just 23%— are being utilized by all airlines that fly to the Philippines. The rest of the seat allocations—almost 40 million seats a year— are wasted. If the airlines could fill even one-tenth of these unused seats, or just 4 million, that would already match the total visitor arrivals in the country last year. It is crystal clear, therefore, that lack of airline seats is not the reason the Philippines attracts fewer tourists than its neighbors, as advocates of open skies claim. There may be other reasons—peaceand-order problems that spawn negative travel advisories, inadequate facilities, and others—but airline access is not one of them. Foreign airlines have more than enough yearly seat entitlements to various Philippine cities—25.5 million to Clark, 20.7 million to Cebu, 20.3 million to Davao, 19.6 million to Kalibo. They are just not using them. PAL, on the other hand, will always be 100% dedicated to selling the Philippines abroad because all our flights start and end here. Indeed, our very existence as an airline depends entirely on the welfare of this nation. Filipino airlines are not asking for a bail-out or government subsidies unlike airlines of many countries. What airline stakeholders seek are the following: • Urgent, focused government action to solve the infrastructure problems first. Reform CAAP, improve NAIA and airport infrastructure, and redirect new airlines to Clark rather than NAIA. • Develop competitive tourism infrastructure: roads, tourism facilities and services, etc. • Negotiate aggressively to improve market access for PH airlines in foreign markets. Reciprocity is KEY! For its part, PAL needs a streamlined organization focused on its core business. Thus, the need to spin off non-core activities: • Maintenance and Engineering to Lufthansa Technik Philippines • Reservations call center to SPi Global
• Airport services—ground, ramp and cargo handling—to Skylogistics • In-flight catering to SkyKitchen • Next phase: IT services, Medical, Human Resources. The outsources/spin-off is in addition to other survival strategies: • Strong focus on cost control and operational efficiency • Manpower rationalization • Revenue enhancement programs • Cash-generation activities. Corporate Social Responsibility Despite myriad challenges in the corporate front, PAL has never turned its back from its role as a good corporate citizen. We take our job as the country’s flag carrier seriously. For this reason, we are at the forefront of many relief missions both here and abroad. During the recent earthquake in Negros and Japan and the massive floods that hit Cagayan de Oro and Iligan, PAL brought water, food, medicine, including body bags for thousands of calamity victims. PAL, the flag carrier, is also regularly called upon to help in the repatriation of thousands of Filipinos stranded in war-torn countries. The most recent example is the mercy flight to repatriate Filipinos from the Greek island of Crete after they were evacuated from Libya. As the only Philippine carrier with wide body, long-range planes, PAL is the sole airline with the capability to fly long-distance mercy flights that save thousands of lives. I hope I was able to enlighten you on the intricacies and difficulties of the airline business. The various issues I discussed are just some of the major challenges that we face on a regular basis at Philippine Airlines—the tip of the iceberg, so to speak. There are many more, but that would take more than my allotted time here today. As it is, I feel I have already spoken too much, and I would now like to yield the floor to the audience for any questions you might have. Thank you for your time and patience. Mabuhay!
Vice Chairman Bautista receives a plaque of appreciation after his enlightening talk from UE Caloocan Chancellor Zosimo Battad and CBA Caloocan Dean Rogelio Paglomutan (2nd and 3rd from right) as CBA Caloocan Associate Dean Ma. Teresa Arce looks on.
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Dr. Andrew L. Tan UE Alumni & Honorary
At UEâ€™s conferment of the degree of Doctor of Humanities, Honoris Causa, upon Dr. Andrew L. Tan, on December 8, 2011, at the Plenary Hall of the Philippine International Convention Center. Top: Dr. Tan (3rd from left) is flanked by the officials who placed the academic hood and cap on him: (from left) UE President-Chief Academic Officer Ester A. Garcia, who also conferred the honorary degree; UE Vice Chairman Jaime J. Bautista, who also presented the medallion to Dr. Tan; and Atty. Julito D. Vitriolo, Executive Director of the Commission on Higher Education. Above left: Joining Dr. Tan onstage were (from left) his wife Katherine, eldest son Kevin, son Kendrick (with wife Rain) and daughter Kara. Above right: UE Graduate School Dean Avelina A. De La Rea presented both honorees on their respective conferments.
UE Today January-May 2012
& Dr. Howard Q. Dee Doctors of Humanities
At UEâ€™s conferment of the degree of Doctor of Humanities, Honoris Causa, upon Dr. Howard Q. Dee, on April 25, 2012, at the PICC Plenary Hall. Top: Dr. Dee (2nd from right) is flanked by the officials who placed the academic hood and cap on him: (from left) UE President-Chief Academic Officer Ester A. Garcia, who also conferred the honorary degree; UE Vice Chairman Jaime J. Bautista, who also presented the medallion to Dr. Dee; and Dr. Ma. Cynthia Rose B. Bautista, Commissioner of the Commission on Higher Education. Above left: UE Corporate Secretary Divinofiel E. Jaras, who read the honoreesâ€™ respective diplomas on both conferments. Above right: With Dr. Dee onstage were his wife Betty Marie (left) and one of their children, Michele Dee-Comair.
UE Today January-May 2012
To the Monumentality of His Achievements The petition for UE’s conferment of the degree of Doctor of Humanities, Honoris Causa, upon Mr. Andrew L. Tan, as read by UE Caloocan Chancellor Zosimo M. Battad.
e assemble in this hall today to witness a ceremony that defines the enterprise that is the University: the conferment of the whole range of degrees which it is authorized to award. The vast majority of you will receive the baccalaureate degree or the Bachelor’s degree, the result of three to six years of undergraduate study. A much smaller number will be awarded Master’s Degree for independent studies. A still smaller number will get Ph.D.s (Doctorate in Philosophy). A very rare event is the conferment of a doctorate on someone the University wishes to honor for outstanding achievement. This is given Honoris Causa, meaning given to honor only, without the usual requirements and privileges. Today, we shall observe such a rare event, and mark my words, 30 or so years from now, such is the power of its suggestion, that someone from this class will be standing where now stands the man that the University has chosen to honor today with a doctorate and by having him address the thousand or so students who graduate today. This man, Andrew L. Tan, is the 28th person—and the eighth UE alumnus—to be accorded by the University with an honorary degree. It is difficult to imagine that just about 35 years ago, he thought himself so poor that for lunch, he would order only banana cue, and instead of taking a jeepney, he would walk to and from school and his Sta. Cruz home to save the fare. Today, Andrew Tan controls and heads a business empire with total assets of 210 billion pesos, and a workforce of more than 20,000. He is acknowledged as the fourth richest man in the country, with a personal fortune of close to 2 billion dollars. At the moment, he is Chairman of Alliance Global Group Inc., which he formed as a holding company for his three major enterprises: namely, Megaworld Corporation, which is the country’s largest residential condominium developer and business process outsourcing office landlord… Next, we have Emperador Distilleries Inc., which produces the world’s largestselling brandy on a per-volume basis. Aside
UE Today January-May 2012
from brandy, the Distillery produces the first local flavored vodka called The Bar, as well as distributes the well-known potato snack PikNik and Gallo Wines. Then there is the quick-services restaurant (QSR) business. Mr. Tan now owns 49% of the second largest QSR business in the Philippines through the Golden Arches Development Corporation, the master franchise-holder of McDonald’s in the country. He now operates close to 220 McDonald’s restaurants in the country and is planning to put up an average of 30 outlets a year for the next five years. Last month, AGI reported that it earned P12.3 billion in the nine months ending September 2011, up 63 percent from the previous year period and already exceeding the full 2010 level of P9.5 billion. Mindboggling would be the profit if we factor in the projects percolating in Mr. Tan’s mind, such as participation in the PAGCOR Leisure and Entertainment master plan for the development of the Entertainment City in Manila and tie up with Resorts World, which is now operating a gaming casino and several first-class hotels as “the place to play” in Manila. Through the Megaworld Foundation, Mr. Tan carries out his corporate social responsibility, helping such causes as education, nation-building, the environment, women and the youth, judicial reforms, and responsible media practice. The wonder of Mr. Tan is that he started with nothing at all. He attributes his success to luck and some of the choices he made; among which is his choice of UE as his school—the school most likely to enable him to meet his aspirations. At UE, he bloomed. Indeed, UE was made-to-order for people like Andrew Tan. It was forged on the anvil of its founders’ decisive response to what they perceived to be the nation’s direst need at the time. Recall that UE was born hardly two years after the Philippines was granted independence, in war-shattered Manila where the overwhelming sentiment was rehabilitation of the city above all else. Our founding fathers thought so too but argued this could best be carried out by people with updated knowledge
and upgraded skills, which only higher education can provide. This was the predicate of the foundation of UE. It changed the content of education from largely ornamental to almost purely utilitarian; it changed the clientele of education from the scions and heirs of the highborn and well-heeled, into the sons and daughters of farmers and laborers; it created a new breed of Filipinos—entrepreneurs, managers, professionals—who build and produce, create and generate wealth not from inherited riches or vested interest, but from the genius of their mind, the strength of their sinews, the sweat of their brow… It was the first of this breed who engineered our rehabilitation from the ravages of war and set the foundation for national development. Invariably proficient in their chosen field of competence, they were innovative, decisive, resourceful, resilient, goal-oriented, achievement-driven. From these beginnings, from the way she grew and progressed, from her response to adversity to her view of the future can be distilled the spirit of UE—and we will find that the essence of UE is the very same thing that made Andrew Tan what he is today. What that is may be seen in this situation: between stability and dynamism, the choice will always be dynamism, always service over security, and always challenge over comfort. We will regard records of performance–no matter how stupendous—not as monuments to be maintained but as standards to be surpassed. We will never rest on our laurels, no matter how aplenty. We will keep striving, keep serving, keep achieving. Small wonder, then, that barely two years after graduating Magna Cum Laude from UE, Andrew L. Tan made his first million. There was no stopping him from then on. It is in tribute to the monumentality of his achievements and with the hope that the children of UE, here and now and forever and everywhere, embrace and endorse, reflect and reinforce this philosophy of service and achievement that the University confers today upon Andrew L. Tan the degree of Doctor of Humanities, Honoris Causa.
Today, Amidst Honors He Stands The citation for UE’s conferment of the degree of Doctor of Humanities, Honoris Causa, upon Mr. Andrew L. Tan, as read by UE Manila Chancellor Linda P. Santiago.
man who helped TRANSform the urban landscape—and people’s lives—for the better…”
This, so Andrew Tan told an interviewer, was what he wanted people to remember him by, possibly because he believed then that people associate him only with Megaworld. But to those of us who know how considerable and consequential his achievements are, Andrew L. Tan may well be spelled S-U-C-C-E-S-S, could be a synonym for “outstanding” or used as an emblem for achievement. Too poor, he had to walk from his home in Sta. Cruz, Manila to school because he wanted to save his jeepney fare. Then he made his first million just two years after graduating Magna Cum Laude from UE, where he took up Business Administration. Today, 40 years later, Forbes magazine has him as the fourth richest man in the country with a personal fortune of close to 2 billion dollars—the consequence of a bit of daring and a ton of hard work in running his business. He sits as the Chairman of Alliance Global Group Inc., the holding firm for all his business interests which include Megaworld, the biggest condominium developer in the country, renowned for launching more than 225 building projects with a total space of 2 million square meters; as the pioneer in the development of townships in Metro Manila, such as Eastwood City, Newport City, Manhattan Garden City and McKinley Hill; and an acknowledged leader in IT development, having built the Eastwood City Cyber Park, which is the birthplace of business process outsourcing in the Philippines. In effect, Megaworld has blazed a trail as the housing supermarket that provides a complete housing option for the high- to low-end markets. There is the Emperador Distilleries Inc., which caught the world by surprise when it was revealed that Emperador Brandy was the world’s best-selling brandy by volume. There is also his investment in Golden Arches Development Corporation, which operates 220 McDonald’s outlets in the country. What’s more, he has lined up monumental projects for early imple-mentation, such as a tie-up with Resorts World and PAGCOR to
operate what would be the gateway to tourism and entertainment. The project will involve an investment of $1.55 billion and create thousands of jobs, aside from generating taxes for the government. Moreover, Mr. Tan has involved himself in a number of causes through the Megaworld Foundation, the non-profit corporate-giving arm of Megaworld. A special project of his is the scholarship program to help bright but needy students realize their dream of becoming architects, engineers, interior decorators and IT experts. By virtue of all this, Mr. Tan has been the recipient of honors from various entities, including the Quezon City government, who cited him as Businessman of the Year in 2004; the City of Taguig Award for Excellence in Business and Entrepreneurship in 2005; and by President Gloria Macapagal-Arroyo the Order of Lakandula, Rank of Bayani in 2010, for his outstanding contributions in the business community along with his numerous humanitarian and charitable endeavors. This year, he received from his fellow UE alumnus, Mayor Alfredo Lim, the O ut st and i ng Man i l an Aw a r d i n B u s i n e s s Entrepreneurship and Management for his contribution to the urban renewal of the city. And today, once more amidst honors he stands, this time from an institution w h i ch n ame d h i m a s Outstanding Alumnus in 2003 and one of its 60 Most Outstanding Alumni in 2006, an institution which
he honors for having revolutionized education by making it accessible to all economic classes and for creating a new breed of command people who have enriched the nation in so many things in so many ways—his Alma Mater, the University of the East. With understandable pride, therefore, the University of the East confers the degree Doctor of Humanities, Honoris Causa, upon a son whose genius it helped sharpen into an instrument for the creation of what’s good, true and beautiful: Andrew L. Tan.
UE Today January-May 2012
Six Pointers That Will Prove Useful to You By Dr. Andrew L. Tan
UE BSBA 1974 Chairman and President, Megaworld Corporation
This was the commencement address of Dr. Tan, following the University’s conferment upon him of the honorary degree of Doctor of Humanities during the midyear 2011 commencement rites for UE Manila and UE Caloocan graduates on December 8, 2011, 9 a.m., at the PICC Plenary Hall.
irst of all, I would like to thank the UE Board of Trustees led by Dr. Lucio Tan for conferring on me the degree of Doctor of Humanities, honoris causa. Thank you very much. I am grateful to the University Academic Council headed by UE President Ester Garcia for nominating me to the Board of Trustees for this award. To the members of the Academic Council—my esteemed chancellors, college deans and academic directors—thank you very much. I am proud to stand here today before the graduating students of UE Manila and Caloocan. You and I have something in common: We are all graduates of the University of the East. I received my Bachelor of Science in Business Administration diploma, magna cum laude, from UE way back in 1974. As a working college student, I walked from my 20-square-meter apartment in Sta. Cruz, Manila, to school along Claro M. Recto. For lunch, I often ate banana cue that I bought for 30 centavos per stick along Gastambide Street. I am grateful to UE for giving me the kind of education and training that have helped propel me from my humble beginnings to where I am now. Thank you very much, my beloved alma mater. I am grateful as well to my country for blessing me with every opportunity to improve my fortune in life. Thank you very much, my dearest Philippines. Before anything else, may I ask you, the graduating students, to give yourselves a round of applause? I know how you feel at this very moment because that’s exactly how I felt when I received my own UE diploma 37 years ago. You must be asking yourselves: “What does the future hold in store for me?” I would like to take this opportunity to share with you some of my most valuable experiences in the almost four decades since I graduated from UE. I would like to summarize them into six pointers that I hope
UE Today January-May 2012
will prove useful to you in your chosen field. No. 1: Work hard from day one. After receiving your diplomas, many of you will look for a job and work for other people. That’s how I started, too. My advice to you is this: Whatever your work, always do it as best as you can. Never complain even if you are given a lot of work. When you are young, you have nothing to lose and everything to gain if you work hard. You will learn a lot of new things to add to your store of knowledge. You will develop your talents and skills and grow into a worker who is tried and trusted. And your hard work will surely be appreciated and recognized by your employer. When I took on my first job, I worked longer than my fellow employees. When my boss saw my enthusiasm, he just kept giving me more work, and I ended up working longer and longer. I received the same pay as the other employees who worked less, but I did not mind that because I learned a lot by working very hard. Finally, after two and a half years, my hard work was recognized, and I was promoted from staff to Manager to Vice President. No. 2. Have a vision and pursue it with passion. If you want to excel at something, you must know what you want to do and you must have passion for it. I have always pursued my dreams with passion. In college, I dreamed of opening my own grocery store, but I never really got to do that. I spent a few years selling home appliances instead. In 1979, I went into the distillery business by putting up a small liquor factory that I named Consolidated Distillers of the Far East. In 1989, I set up my own property firm, Megaworld. Through hard work and good fortune, Megaworld has emerged as the country’s foremost property developer.
I am a businessman first and foremost, and I believe in doing business well so that my company will grow. I have invested in one business and, at an opportune time, re-invested in another new business. That is how my group of companies has created jobs for more and more people and given them a chance to lead better lives. That, I believe, is the best way to serve society. Through the Alliance Global Group that I chair, I have diversified from liquor manufacturing and real estate into other fastgrowing industries such as tourism. We believe tourism is the next big thing for the Philippines. The first of our integrated tourism projects is Newport City. Newport City is home to Resorts World Manila, a tourism hub right across from Terminal 3 of the international airport. I started out in business with only five employees. Today, I preside over a group of companies that employs more than 25,000 people. But I remain as passionate about doing business and doing my share to uplift our country as I was on day one. No. 3. Be innovative. A good businessman knows that what is successful today may not be so tomorrow. That’s because as time and technology change, so do people’s needs and wants. Therefore, a good businessman is one who always adapts to change. Since Megaworld started 22 years ago, we changed the concept of residential property development from stand-alone condominium buildings to clusters of condominium buildings to integrated, livework-play-learn communities. Today, after completing more than 230 buildings, we remain on the lookout for new ways to give our customers more value for their money. Whether you go into business or pursue other things, you will do well to take this nugget of wisdom to heart: Never rest on your laurels; keep on improving yourselves. Keep on learning new skills. Keep on finding new ways to do things better and better to stay on top of a changing world. No. 4. Be prepared for the unexpected. Life is full of uncertainties, and no one can foretell the future. You may stumble upon an opportunity, or come face to face with a crisis. Call yourself lucky if an opportunity comes your way instead of a crisis. But you will meet one or the other at different times;
that’s for sure. If you come across an opportunity, you’d better seize it and make the most out of it. If you encounter a crisis instead, do your best to overcome it. When Megaworld saw the signs of a booming business process outsourcing market in the late ’90s, we orchestrated an officebuilding spree for BPO firms including call centers. We were the first to spot this opportunity and to capitalize on it in a big, big way. In the same manner, when OFW remittances kept going up year after year, we saw the opportunity to tap into the previously neglected mid-income housing market. We went into it in a big way through our pioneering urban township projects beginning with Eastwood City, a live-work-play-learn community in Quezon City. No. 5. Don’t give up. Failures, especially major ones, dampen the enthusiasm of future achievers. My advice to you is never give up. Keep pushing on. If you fail, get on your feet and try harder. As a businessman, I have gone through the shock of a financial crisis not just once but several times. The first time was in 1983. The assassination of Ninoy Aquino plunged the entire nation into a state of political uncertainty and triggered a financial turmoil. I did not panic. In 1989, two weeks after I set up Megaworld and launched our very first project, the bloodiest coup attempt against the Cory Aquino government took place. Business ground to a halt. Suspending the project would have been the easiest thing for me to do, but I held my own until the business climate improved. That was one of the toughest challenges I faced as a businessman. In 1997, the local property business was booming when all of a sudden, the Thai baht collapsed, triggering a financial contagion that spread across Asia. The Philippines, for one, was badly hit, and the local property market plunged. Undismayed, we launched new projects to maintain our presence and enhance our standing in the market. Megaworld came out of the crisis stronger than ever. Looking back, I also had my share of failures early on in my career. Those failures taught me to learn from my mistakes. If I don’t make it in the first try, I should try harder a second or even a third time. If things had turned out right the first time around, I might not have worked harder to get what I
wanted—and I would have never risen higher. Thus, the failures I encountered turned out to be blessings after all. No. 6. Share your blessings. Life is full of opportunities that lead to a better life. If you know how to look for those opportunities and make the most of them, you will find yourself moving up from one level to the next in your chosen field. Now, as your station in life changes, so hopefully does your attitude toward people. You become more generous and kinder to others. You become more willing to share your blessings as a way of expressing your gratitude to God and society. I believe in both doing well and doing good. One significant way I give back to society is through education. I believe education is the key to lead people out of poverty. Give a person of modest means the opportunity to be educated, and you give him the chance to improve his life. That’s the reason why my Megaworld Foundation offers college scholarships to bright and deserving youth as a No.1 priority. Today, the Foundation supports hundreds of scholars in 21 universities (including UE—Ed.). You, too, can start applying this piece of advice and share your blessings right away. When you receive your first paycheck, be sure to share it NOT with your girlfriend or boyfriend BUT with your parents. Remember, your parents should always come first. Today, you have in your hands the power to shape your future. The diploma that you will receive from our dear alma mater, the University of the East, is in itself a testament to your fitness to set out on your life’s journey, armed with the fundamentals to do well in your chosen profession. In closing, I am happy to have shared with you my humble experiences in life, and I hope they will inspire you to succeed as an accountant… as a banker… as a businessman… as a marketing professional… as a tourism executive… as an IT specialist… as a media practitioner … as an artist as an engineer… or as an educator. My fellow UE graduates, congratulations and mabuhay!
Editor’s note: In the interest of brevity and maximizing space, the introductions—where the top officials present, among others, are individually acknowledged—in the commencement speeches and in the introductions to the commencement speakers reprinted in this issue have been omitted.
UE Today January-May 2012
This Good Man Greatly Deserves It The petition for UE’s conferment of the degree of Doctor of Humanities, Honoris Causa, upon Ambassador Howard Q. Dee, as read by UE Caloocan Chancellor Zosimo M. Battad.
or the majority in this vast hall this fine morning, today’s ceremonies are a way of coming full circle. For most of you in the front half of these premises—sporting togas, caps and the unmistakable glow of anticipation—today’s affair represents the official completion of your work as students of the University of the East. It might amaze you to think of all the time and effort it has taken you to get here—the enrollment, your numerous classes, countless exams, your research or training duties and, along the way, learning a little more about life, about each other and about yourselves. But the “closure” of this circle in your lives as students should serve as the spark—the commencement—of a new circle in your lives, a circle that will now be about how you would put your education to good use. The concept of coming full circle is best personified by the No. 1 person who will quoteunquote graduate this morning, in terms of both his career and as a UE graduate: Ambassador Howard Q. Dee.
Ambassador Howard Dee was born in Tondo, Manila. He had been a UE student himself— twice over in fact. He first pursued the degree of Bachelor of Business Administration back when UE was still the PCCBA or the Philippine College of Commerce and Business Administration. After graduating and earning his UE BBA degree in 1951, Mr. Dee went on to pursue the degree of Master of Arts in Economics, also from UE, and is just a thesis shy of earning that second UE degree. Howard Dee as a man of action, which is made manifest by his long and fruitful career, was already evident even when he was still a UE student. In addition to his academic work, he was the editor of what was initially the PCCBA Business Journal. When the PCCBA was granted university status and became UE in 1950, that business journal became the Dawn— yes, UE’s legendary student newspaper—and Mr. Dee was its first editor in chief. Mr. Dee remained closely knit to his alma
UE Today January-May 2012
mater. In fact, not too long after graduating from UE, he became the President of the UE Alumni Association, and was instrumental in the massive fund-raising campaign to produce his and our University’s iconic Alma Mater statue, Lualhati. At the time, Mr. Dee was also starting to make his mark in the proverbial real world, and how. He became a co-incorporator of United Laboratories Inc. or Unilab. At the renowned pharmaceutical company, Mr. Dee was Vice President and General Manager from 1953 to 1965, and was its President from 1965 to 1972. Amid his immense Unilab work, he even found the time to become the founder of the Ten Outstanding Young Men or T.O.Y.M. Awards for the Manila Jaycees in 1958. In his nearly two full decades at Unilab, not only did Mr. Dee cater to the health needs of all sectors of the nation, he and the company pioneered the concept of corporate social responsibility. In addition, not only was he one of Unilab’s bigwigs who were UE alumni, he also hired many UE graduates to work in that company. Bilib kasi si Mr. Howard Dee sa UE. Social development had since been such an indelible mark of Mr. Dee’s career that it has been like his second mirror reflection. In 1972, he became a Founding Trustee of Philippine Business for Social Progress, a social development-oriented group. In 1975, he founded the Assisi Development Foundation and is its current Chairman. Inspired by the Italian saint Francis of Assisi, who embraced poverty and espoused simplicity, this Foundation has been Mr. Dee’s way of responding to the needs of the poor through local and foreign contributions, thereby empowering impoverished Filipinos to improve their own lives. In 1984, he founded yet another social development entity, the Philippine Development Assistance Program, of which he was Chairman up to 1986. He was also the President of the Association of Foundations in 1985.
In 1986, Mr. Dee was appointed Philippine ambassador to the Holy See, a.k.a. the Vatican—a stint that was highly fitting, given both his devotion to Christianity as well as his career of compassion. A Marian devotee since 1960, the honorable Howard Dee was even nicknamed “Our Lady’s Ambassador” by the late Pope John Paul II, reportedly due to the Ambassador’s consistent discussions with the Pope about the Blessed Virgin Mary. All told, he was our ambassador to the Vatican and to Malta within 1986 to 1990. After those overseas stints, Ambassador Dee continued to be instrumental to the government and the country—particularly in terms of the peace process and conflict resolution. Firstly, he was the Lead Convenor of the 1990 National Peace Commission, which would later segue into his being appointed Chair, from 1993 to ’96, of the Government Panel for Peace Talks with the Communist Party of the Philippines, the New People’s Army and the National Democratic Front. In 2002, he was appointed Presidential Adviser on Indigenous Peoples’ Affairs. In that capacity, which has the rank of Cabinet Secretary, Ambassador Dee sought freedom for members of indigenous groups in jail due to cultural misunderstanding, and sought to bridge the divide between conflicting Muslims and Christians. He was, in fact, active in development groups involving our southern countrymen, such as Tabang Mindanao and Pagtabangan BaSulTa (a.k.a. Basilan, Sulu and Tawi-Tawi). In 2004 up to 2011, our honoree was the Vice Chairman of the Pondo ng Pinoy Community Foundation Inc. In fact, last year, he and the Foundation launched the Hapagasa Feeding Program in the Archdiocese of Manila. Also in 2004, he cofounded the ASA Philippines Foundation. Established in partnership with the Benigno S. Aquino Foundation, ASA Philippines is a nonprofit, non-stock corporation specializing in nationwide microfinance services for the poor, transforming helpless indigents into empowered entrepreneurs.
A Genuine Ambassador of Goodwill The citation for UE’s conferment of the degree of Doctor of Humanities, Honoris Causa, upon Ambassador Howard Q. Dee, as read by UE Manila Chancellor Linda P. Santiago.
ven in summary form, Ambassador Howard Q. Dee’s range of positions and accomplishments—from his time as a UE student to his six eventful decades as a perpetual student of life—has been very fruitful, very colorful. His many achievements as well as lifelong aspirations seem to point to a constant, burning desire to make the world a better place. In his succession of, or even simultaneous, undertakings in the line of social responsibility and development, in the national quest for peace and conflict resolution, and in spreading the good news inherent to the Christian faith, Ambassador Dee has fashioned himself into a perpetual vessel of goodness. He is literally a “good” man. Not only has he done good things for the profound benefit of innumerable bodies and souls, he also encourages others to cultivate goodness in their own lives, in their own right. In this sense, and long after his stint as the Philippine representative to the Vatican and to Malta, he will always be an ambassador: a genuine ambassador of goodwill. The capacity for compassion, the yearning for peace and the longing for personal
development actually reside in each of us despite our internal or external limitations. Such limitations must have resided in him as well, yet Ambassador Dee has mustered the courage and exerted the monumental effort to transcend whatever inadequacies or challenges he may have had to deal with. In the process, he has made an equally monumental difference in countless people’s lives, even if—due in part to his low-key demeanor and perhaps public indifference—he has remained largely unknown to the nation at large. Still, despite his humility, Ambassador Dee towers above many others, especially those who trumpet their every meager achievement. In his modest stance lies a quiet strength and a firm resolve that can take on practically the weight of the world. In his constant desire to achieve one goal after another, he uplifts others, even if at the expense of his own recognition. Ambassador Dee has been a symbolic beacon keeping the darkness of our mortal life at bay. He has constantly aimed for the proverbial mountaintop and has indeed reached many a peak—but never alone, for his successes are likewise the successes of the many beneficiaries of his works and deeds. He
is a man truly worthy of being deemed an icon, a living hero worthy of emulation by people of different ages and walks of life. Thus, in the name of his Alma Mater, we are honored and privileged to hereby confer the honorary degree of Doctor of Humanities to this individual who has been called by many names: great man of peace, man for Mindanao, gifted person, living saint, Our Lady’s Ambassador—this exemplary individual who emphasizes the “human” in Humanities, Dr. Howard Q. Dee. May we also humbly add to his many titles and nicknames a new moniker? We hereby take the liberty of christening him as “Lualhati’s Ambassador.” After all, he is a living embodiment of what UE desires in its students: to bring out the goodness in themselves and be inspired to do good out in the real world. S o c ong r atu l at i ons , A mb a s s a d or Howard Q. D e e, f rom t he ent ire UE community. Our eternal thanks to you for all the good that you have done, for countless grateful men, women and children through the years, throughout the country. Mabuhay, UE graduate and Lualhati’s pride, Dr. Howard Q. Dee!
Our resilient, accomplished honoree is now 81 years of age, yet he is hardly tired or retired. In addition to his chairmanship of the Assisi Development Foundation, he is also the Vice Chairman of the Family Rosary Crusade and President of Bahay Maria Inc. And despite all of his work, he still found time to author three books about the Christian faith: God’s Greatest Gift, published in 1981; Mankind’s Final Destiny, in 1992; and Living the Beatitudes with St. Joseph, in 2004. Not surprisingly, many awards have been bestowed upon our honoree. These include the Pontifical Order of St. Sylvester in 1985; the Pius X Equestrial Order of the Grand Cross, First Class, in 1988; the Gawad Mabini Award from the Philippine government in 1999; the
Lifetime Achievement Award at the 2003 Dr. Jose Rizal Awards; and the lone 2006 Aurora Aragon Quezon Special Peace Award.
academic requirements, our re-graduating former UE student here onstage deserves to earn a new degree from his Alma Mater. His tomorrow began in the East and now he has returned to where it all began for him: in the East, the University of the East. For all that he has achieved, for all the good that he has done for others, for the impact of all of his efforts upon countless lives, and, consequently, for being a son we in Lualhati’s fold can be very proud of, this petition is being proposed: that Ambassador Howard Q. Dee be the latest and only the 11th recipient of a Doctor of Humanities degree, Honoris Causa, in UE’s 65-year history. This good man greatly deserves it.
Curiously, for all of Ambassador Dee’s vital accomplishments, no one has bothered to make an exclusive entry about him in Wikipedia. Yet this may well be a testament to how meaningful and profound his life’s work has been and continues to be—not superficial but substantial, not elitist but populist, not short-term but long-term, not loud and boisterous but quiet yet resonant. If the graduating students seated offstage this morning are here to earn the degree that they now deserve after fulfilling all of their
UE Today January-May 2012
The Three Levels of Success and Three Steps for Living a Good Life By Dr. Howard Q. Dee
UE BBA 1951 Chairman, Assisi Development Foundation
This was the commencement address of Dr. Dee, following the University’s conferment upon him of the honorary degree of Doctor of Humanities during the 64th yearend commencement rites for the graduates of the UE Graduate School and Colleges of Law, Dentistry, Business Administration-Manila, Arts and Sciences-Manila, and Education on April 25, 2012, 9 a.m., at the PICC Plenary Hall.
hank you. Thank you so much. Fifty-nine years ago, in 1953, after investing six years of study in UE, four years in college and two years in graduate school, I could not obtain my diploma for my Master of Arts degree in Economics because I failed to submit the required thesis, as I was busy starting a new business venture. Over the years, I have often wondered whether it was still possible for me to submit a thesis to obtain my MA degree and diploma. So you can understand why I am so happy and thankful today to be receiving my diploma, upgraded to a Doctorate of Humanities, Honoris Causa, for which I wish to express my profound gratitude to my Alma Mater, the University of Excellence. I am being awarded this diploma not for my six years of study in UE but for the sixty years of demonstrating that what I learned in its portals was put to fruitful use in the pursuit of three careers in my life: 22 years in business, and 37 years in social development work interspersed with 15 years of government service. But does that make me a successful person? Not so, according to my friend, Fr. Raneiro Cantalamessa, who is a theologian-philosopher and preacher to the Papal Household for the last 32 years. Fr. Cantalamessa says there are three different levels of success that one can aspire to, corresponding to the three orders of man: body, mind and spirit, as defined by the great philosopher Blaise Pascal. It is this that I would like to share with our graduates today: the true meaning of success, as you begin your own quest for success in life. Pascal’s first level of success is that
UE Today January-May 2012
of material or physical success. He calls it greatness of the body. Here, success is measured by wealth—your bank accounts and possessions—and also by titles and positions such as a President, a Senator, a minister or a manager. This level of success also includes athletic ability and physical beauty, like a Manny Pacquiao or an Anne Curtis. The second level of success is higher than the first. Pascal calls it greatness of the mind and it includes scholars and geniuses in various fields of intellectual endeavor—Art, Philosophy, Science, Music, Literature and so on. Examples of greatness at this level are Einstein, Beethoven and Michelangelo. In our country we think of the genius of Jose Rizal and the giftedness of Amorsolo or Juan Luna and, in this hall, our University President, the UE Chancellors and Deans of the different Colleges, our summa cum laudes and magna cum laudes, our 2012 graduates and future board topnotchers. But there is a third and highest level, higher than the second or the first. Pascal calls it greatness of heart. It is marked by Integrity of Character, Nobility of Spirit and Generosity of Heart. This third level is the level of sanctity and heroic virtue, and the unique thing about this level is that it is available to everyone who desires it, and attainable by anyone who strives for it. Not everyone can have material greatness or the gift of genius... but everyone can have greatness of heart, nobility of spirit and integrity of character. This is the measure of true success in life—yet very few want it and even fewer seek it, yet it is everyone’s true destiny. God created each one of us for a purpose— with a mission and a destiny. Each one has to
“Not everyone can have material greatness or the gift of genius... but everyone can have greatness of heart, nobility of spirit and integrity of character.” discover the mission for which God created you. What is God’s mission for you—His deepest desires for you—He knows you by name and He will communicate it to you deep within your heart. President Ester Garcia asked me to share some insights from my life’s work with you. In Assisi Foundation where I have worked for the last 37 years, our common mission is loving service to the poor and we have a common destiny—or what another philosopher, C. S. Lewis, calls a final destination—which for us is a land of justice, love and peace. We may have achieved some amount of success in our mission but we are still far from reaching our final goal and today, I am inviting you, my fellow graduates, to join us in this quest—to dream the impossible dream, to discover your own mission and fulfill your destiny. I have a formula that I follow for living my life, which I would like to share with you. It is also in three steps and for each step, I have included a life model. You can choose your own life models. The first step is to Strive for Excellence. In whatever you do, in the pursuit of your career, in the practice of your profession, do your utmost best. Be a master of your trade, keep studying, even after your graduation, learn the latest advances in your field and strive for Excellence. My model for this first step is Jose Rizal. Rizal’s rule for the pursuit of excellence is: “Love what is good, what is noble and what is great, to the point of dying for it.” He lived
according to his own rule and died accordingly. My second step is Use your Imagination to expand your horizons in life. The scientists tell us that the average person does not use even ten percent of his brainpower during his entire lifetime. The human mind, with its intellect, memory and will, is the most potent instrument God has given you, who created you in His image; use this power to your advantage, to innovate, to explore, to improve the world around you, to expand your horizons, to discover your strengths and your mission and purpose in life—to dream the impossible—to live your dream and fulfill your destiny. My model for this step is Ninoy Aquino, who said: “The Filipino is worth dying for.” What Rizal said: “Love what is good, what is noble and what is great, to the point of dying for it,” Ninoy Aquino embodied all that is good, noble and great in the Filipino for whom he died. My third step is at all times, good and bad, Keep the Faith, Live the Virtues and Trust in God. You are graduating into a world of stiff competition, a cruel world where evil forces abound, a world full of pitfalls and temptations but also opportunities to do good. The only way to survive, to be able to discover your true mission and fulfill your destiny, is to Keep the Faith and Trust in the Goodness of God. Obey His Commandments and Live the Beatitudes. Do your best and God will do the rest. My first two models gave their lives for their country and fellow Filipinos. My third model for this third
step is San Lorenzo Ruiz, a mestizo Chinese who gave his life for his Faith, trusting in God. My three models are three national heroes whose lives span five centuries in Philippine history. They had two things in common. All three predicted their own deaths; all three gave up their lives freely, in martyrdom, two for their love of fatherland and one for the love of our Father in heaven. Their second commonality is all three had a common devotion: the love of Mary, the Mother of God and the prayer of Her Holy Rosary. San Lorenzo was a member of the Confraternity of the Holy Rosary, Ninoy Aquino’s last public act before his death was to pray the Rosary before his plane landed. And Jose Rizal was a member of the Sodality of Mary. All three of them were devoted to the Holy Rosary. So today, as my graduation gift to you, to remind you of your own mission and destiny, according to the heroic virtues of San Lorenzo, Jose Rizal and Ninoy Aquino, my wife and my family are giving each of you a Rosary. Sixty years from now, in the year 2072, Jess Tanchanco, Tonette Ibe and I will host the Diamond Jubilee Homecoming of our Graduating Class of 2012, at a different venue of course, and our guests of honor will be Jose Rizal, Ninoy Aquino and San Lorenzo Ruiz. Do not forget to bring your Rosary. It will serve as your invitation. Mabuhay si Maria! Mabuhay ang Pilipino! Mabuhay ang UE!
UE Today January-May 2012
Sir Peter A. Musngi, An Introduction By Dr. Julian E. Abuso
Dean, College of Arts and Sciences, UE Caloocan
nexpected social ties are one of the beauty and wonders of life. As I perused the bio-data of Sir Peter Musngi, I had a great deal of joy when I discovered my media affinity with our commencement speaker. On Mondays to Fridays, when I get up at 4:30 in the morning I always tune in to my favorite AM radio station, 630 DZMM, to listen to current news and critical discourse on hottest political issues. I particularly enjoy listening to Dos por Dos of Anthony Taberna and Gerry Baja, and Nagbabagang Balita of news anchors “Kabayan” Noli De Castro and Ted Failon. Little did I know that one day I would have this opportunity to rub elbows with the creator of my favorite radio station. For the information of everybody in the audience, DZMM has been the Number 1 AM radio station in Metro Manila for 10 years now. While DWRR-FM or Tambayan 101.9 has been constantly one of the Top 3 FM stations after lording it over as the No. 1 FM station from year 2000 to 2004. Behind this success is the genius of Sir Peter Musngi As a media person, he has made wonders in today’s highly competitive media industry. For Sir Peter Musngi, the fast declining popularity of radio broadcast in the past 10 years served as a major challenge to his imagination. By way of marriage of creativity and emerging technology and game-changing innovations, he re-conceptualized DZMM radio broadcast; and this ushered in the birth of DZMM TeleRadyo, a radio on television. Today, TeleRadyo is the highest ranked cable news channel in the Philippines, way above CNN, BBC, Fox, Bloomberg and other channels. It is now also carried audio-video by ABS-CBN Global and streamed live on the Internet.
UE Today January-May 2012
Sir Peter’s journey in the radio industry began early in his life. As a high school student in Santiago City, Isabela, he spent summer vacations as a spinner in a local radio station managed by a relative. His love and passion for radio broadcasting has resulted in an amazing journey—a journey of passion for work, a journey of creative thinking, a journey of effective management and leadership, a journey of public service, and a journey of awards both local and international to the station and its personalities. He has excelled as a Disc Jockey, Voiceover Talent, Production Chief, Program Director, Station Manager and now Vice President for ABS-CBN Manila Radio Division and Managing Director of ABS-CBN Sports. Mr. Musngi, a Kapamilya of the University of the East, earned a Business Administration degree with a major in accounting in the early ’70s. In 1973, he passed the licensure examination for public accountancy. His educational background, practical experience both as a deejay and radio announcer in the early ’70s and hard work have served as the main ingredients of his success both as station manager, current head of two business units of ABS-CBN and manager of family-owned real estate business K-West Residences, Incorporated. From both the University of the East and life experiences, he has learned that trust is earned, not demanded. And public service is not a favor given, but an act demanded of a leader. Ladies and gentlemen, it is with pride and pleasure that I introduce our commencement speaker. Ikinararangal ka namin, Kapamilya, Ang Gintong Tinig: Sir Peter Aniceto Musngi.
Always Be a Warrior... A Red Warrior! By Mr. Peter A. Musngi
UE BSBA 1972 Vice President, ABS-CBN Manila Radio
This was the commencement speech at the 64th UE Commencement Rites for the UE Colleges of Business Administration-Caloocan, Arts and Sciences-Caloocan, Computer Studies and Systems, Engineering-Manila and -Caloocan, and Fine Arts, held on April 25, 2012, 2 p.m., at the PICC Plenary Hall.
hen I am introduced to new acquaintances, my friends and colleagues usually say, “This is Peter Musngi, the voice of ABS-CBN.” Rarely do they say “Peter is the Vice President of ABSCBN Manila Radio and Managing Director of ABS-CBN Sports.” So when Mr. Jess Tanchanco called me one day for a message to the graduates of UE, I said yes right away—thinking that I am being asked to voice an audio-visual presentation for the graduates of 2012. So I said, “Sir, kindly have the script emailed to me and I will record it.” Mr. Tanchanco said, “No, no, you will speak before the graduates of UE!” I was speechless! I blurted out, “Wehhh, ’di nga?!” Sagot ni Mr. Jess, “Keri na ’yan! Ikaw na!” So, nabola naman ako. Sabi ko, “O shala... chorva lang!” So here I am, and there you are. It is not my moment, it is YOUR moment! Not wanting to take three hours of your time today—after all, you have a lot of celebrating to do after—allow me to discuss just three of the most precious lessons thus far in my life here on earth. Success, Time, Inner Resolve “Tagumpay, sa lalong madaling panahon, sa ubos kayang pamamaraan!” Success. It is a generic word. But perhaps the most coveted word of all. Whatever it is you desire, in whatever field or specialty, no matter if connected with your college course or not, success is still success. Your having graduated with a specific degree gives you a tool to pursue a career related to your course or major subject. It gives you a headstart in that direction. But you know what, oftentimes in the real world, one ends up in a career or business that is farthest from your college course. Thanks to my parents who sent me to UE, I became a CPA, but I ended up being in broadcasting initially as a DJ and announcer. And yes, it can turn out to be a big blessing. So now I can claim that I am a double CPA: A Certified Public Accountant! And
a Certified Public Announcer! Success, in whatever form we perceive it to be, has to be desired. It must always be percolating in your head, regurgitating in your stomach, obsessed about and, most importantly, worked for. Or, kung low-batt ka lagi, tumaya ka na lang ng tumaya sa lotto! Good luck na lang sa ’yo! Life is not about one big success. It’s about a series of small successes. Let me illustrate. When I was in high school in the province—yes, promdi po ako—I was born and raised in Santiago, Isabela, where my parents evacuated to in World War II, and I became a seminarian. In the seminary, we had a set time for everything: when to sleep, what time to wake up, make your bed, do assigned chores, shower, breakfast, the list goes on. But we also had “alone time.” Alone time is when we pray, we reflect, we go over how our day went and how the next day will be or should be. This was when I started making my To Do and then To Achieve list. It went something like this: I will be a college graduate at the age of 20, pass the board at 21, employed immediately thereafter and buy a secondhand car at 22, a modest house of my own at 25, and be a millionaire at 30. Ang taray! This wish list was one of the few cherished possessions that I brought with me to the University of the East-Manila back in 1969. It was at UE where this wish list started a transformation process, from what was formerly pantasya lang to, aba, puwedeng mangyari ito! My La Salette high school taught me how to dream; UE gave me the discipline and the tools to convert that dream into reality. I am proud to say I missed my target by one year. I earned my first million at age 29! So never ever let yourself be labeled as “probinsyano ka lang” or “jologs ka lang” or “UE ka lang!” Success is reserved for those who can dream, those who are willing to work harder than the rest to make it happen, and those who are willing to help others make their dreams happen, too.
UE Today January-May 2012
“You are from UE. You are more than prepared to do battle in the Philippines or anywhere in the world, anytime in life!”
Time Time is a friend, but as one grows older, mostly time becomes the enemy. Too often, we do not know where the demarcation line is—that point where time morphs from a being a friend to being a foe. So my advice to you is always treat time with respect and always with a sense of urgency. While it may sound a bit too radical to you now, you will ultimately realize that the phrase “Time waits for no one” is so true. What is your plan immediately after graduation? I bet one of answers I will get is: “Ah, relax muna. Jusko, mula ng ipinanganak ako nag-aaral na ko, noh! So relax muna for a month, maybe two months, or three months at the most. I deserve it naman noh!” (Tama ba o hindi? Tahhmaa!) Three years later… “O, ’musta na? Anyare??” Ang sagot: “Eto, naka-break pa rin. Pero malapit na ’kong maghanap ng work!” Hallerrr? Okay ka lang? Always have a timetable. Know where you should be and what you should have done already, daily, weekly, monthly and in the crucial stages of your life. Do not let the “Nega Stars”—’yun bang mga taong napaka-nega—tell you that you are not capable of reaching your goals, your dreams. Life is a race. And, yes, there are pit stops, those rare moments when you can stop and smell the roses. Travel. Fall in love. But not too much. Love may be hazardous to your sanity. But, you have to earn those relax-muna moments. When you achieve something significant, yes take some time off, enjoy a less hectic pace, use some of the money you earned, recharge and plan for the next assault at being a bigger success. As the great Steve Jobs said, “Stay foolish, stay hungry.” I will add “Always be a warrior! A Red Warrior!”
UE Today January-May 2012
Inner Resolve Success is the goal. Time is a friend. Inner resolve is how you attain success in the least amount of time. You frequently see outstanding athletes, basketball players, football stars, boxers—after a winning goal or a hard-earned victory— thump their chest like this. It is symbolic of an all-heart desperate try. Puso, dibdiban, patay kung patay, hindi-ako-magpapatalo type of engagement with whatever challenges come one’s way. In life as in games, you will have adversaries, enemies, challenges and oh so many problems small, medium and large! It will not be a walk in the park or wala lang, parang mall-ing lang. Make no mistake about it, life is tough and tougher still for those who are ill-prepared. You are from UE. You are more than prepared to do battle in the Philippines or anywhere in the world, anytime in life! You are only as good as you want yourself to be. It takes dedication, perseverance, tenacity and near obsession to want to be a success. Always aim for perfection, because if you miss your target you might end up with 90% of your goal and that’s not so bad. Do not aim for just 80% because if you miss the target you might end up with 70% and that’s, well, nothing. Waley! Talas ng isip, tibay ng didbdib, tapang ng isang mandirigma at higit sa lahat, pusong marunong tumanaw ng utang na loob at tumulong sa kapwa. Iyan ang ilan sa mga katangian ng matatagumpay at mga pinagpapala. Let me steal a few quotes from my mentor and friend, ABS-CBN Chairman Gabby Lopez. He says “Do not work only for money. Do what you love, do what you are meant to do, or you
will forever be mediocre in anything you do. Sure, you need money just like you need air to breathe, but it’s not why you live. At ABS-CBN, people work 12 to 15 hours a day, but it’s not the money that drives them. It’s the teleserye they’re creating, the news they’re gathering or the service to all those devastated by typhoons Ondoy or Sendong. At ABS, passion is everything; without it, you don’t have a life! Working for ABS is not a job, it’s a calling.” Ten years from today, where will you be, what will you be? The answer should be something that is very clear in your mind and heart, if not at this very moment then I hope in the very near future. Because time waits for no one. Have a goal. Do not be afraid to be ambitious. Be driven. Be obsessed. You will be richly rewarded. Success belongs to those who refuse to fail. And in your long and exciting journey, always be ready to lend a helping hand. Just like you, many success stories are made possible by people who genuinely care for other people. It’s okay to get rich. It helps you help others. It is, after all, what our university stands for. Our revered UE founder, Dr. Francisco Dalupan, enunciated it very clearly: “This institution dedicates itself to the service of youth, country and God.” And as I frequently voice in ABS-CBN announcements, Mr. Eugenio Lopez Jr.’s simple yet powerful message to all of us is to always be “in the service of the Filipino…worldwide.” Please do not forget to hug and thank your parents, your teachers, your benefactors and all those who made you what you are today—a proud graduate of UE. May you have a great career and a wonderful journey! Congratulations to all of you, graduates! God bless all of you!
Presenting Engr. Jose M. Romblon, EHSD 2012 Commencement Speaker… By Dr. Benilda L. Santos
Principal, Elementary and High School Department, UE Caloocan
u r g u est spea k er t h is afternoon graduated from the University of the East-Caloocan in the year 1986. He is now a successful entrepreneur engaged in business consulting. His expertise includes comprehensive, systematic and integrated business processes design and formulation involving various industries, including accounting, taxation, audit and management information system. He formulates and develops business plans and/or feasibility studies for new or expanding companies or business entities, and conducts training and seminars on audit, accounting, taxation, entrepreneurship and other management related modules, including Organizational Development Programs. His strength lies in his financial literacy, but he understands business administration, sales and marketing. He has been in meaningful public practice of accountancy for the last 21 years and has successfully ventured into other businesses, such as second-hand cars dealership for the last seven years, and has engaged in real estate development in the last four years. His participation in the real estate industry is heavily focused on business development and conceptualization, including market research and analysis. Today, he has evolved into a tax expert and has specialized and is now serving as consultant to companies, industries and offices troubled with various receivership and corporate rehabilitations. Allow me to name some more of his expertise: Due diligence, management, operations, compliance, internal and fraud audits; supervises and reviews yearend financial audits; prepares financial and estate planning; acts as a consultant on tax planning; designs management information systems and accounting and internal control systems; analyzes project financial projections and justifications; provides professional advice to clients on cash flow, profitability, use of excess funds, business projections and
significant economic forecasts, rehabilitation and liquidations, fund sourcing, and corporate professional services, business consulting and project planning, from pre-investment stage up to its implementation. He is the brain behind the following familiar projects: • He is the Founder and Chairman of Rainmakers Institute, a TESDA-accredited diploma and certificate course institute that intends to provide knowledge and expertise on sales and marketing. It has diploma and certificate courses on entrepreneurship, sales and marketing. • The joint venture development of a 30-storey, 600-units residential condominium on Katipunan Road, Quezon City. He took part in the development’s negotiation with the land owner and conceptualization of the type of development, preparation of the project feasibility study and fund sourcing. • Business concept and development of Maniladorm System, which is designed to provide a standard in dormitory operations. • The development of a five-hectare concept mall called Hobbies of Asia at Macapagal Boulevard. • The development of a 47-hectare, high-end real estate development for foreign and local retirees at Naic, Cavite, named as the “Retirement Village.” His study on the retirement program of the Philippine government, the retirement industry in the Philippines and the viability of developing a 47-hectare retirement village helped conceptualized this project. To this date, there are already 15 countries involved and represented, and this project has turned into an international community called the Filipinas Retirement Paradise Complex. More of his secrets shall be revealed as he shares his numerous adventures and experiences in life as a graduate of the University of the East-Caloocan. With pride and honor, I present to you our 2012 EHSD Commencement Speaker, Engineer Jose M. Romblon…
UE Today January-May 2012
Of ‘LIFE’ and ‘FOOD’ By Mr. Jose N. Romblon
UE Caloocan High School 1986 Chief Executive Officer, JN Romblon Management Consulting This was the commencement speech at the 2012 Commencement Rites of the UE Caloocan Elementary and High School Department, held on April 3, 2012, 2 p.m., at the UE Theatre.
am deeply honored to be your guest speaker this afternoon and I would like to congratulate everyone: first, the teachers, for a “job well done”; the parents, in reaping the fruits of their labor and for the realization of their aspirations; and most especially the graduates, for a significant accomplishment and achievement. My dear graduates, you have just made a quantum leap in your life. And this leap, depending on how you manage yourself in the next level, will determine and shape the kind of success you will have in the near future. For those who are not lucky enough to pursue a college degree, do not despair, because life does not end there and God works in mysterious ways. There are successful people who, despite their educational attainment, still manage to become successful in their lives. And if your college education does not come today, surely it will come soon. I am a working student myself. My dear graduates, you are very lucky for so many reasons and one of those is having me here this afternoon as your speaker—because I will share with you secrets on how to be successful. But before that, let me tell you my own success story. I went to college as a working student taking night classes while I worked as a laborer in a construction company. Lucky me, I got promoted later on and became a janitor in that company and a messenger a few years later. So I was taking the pains of daily physical work and night classes altogether, devouring my clandestine innocence and fragile mind, fighting against fear, love, temptations, insecurities, reasons, people, attitudes, oppressions, humiliations, insults, loneliness, emptiness, physical and mental fatigue, homesickness and “name-it-you-haveit” challenges, situations and impediments. The ordeal was formidable, like David versus Goliath. Added to my incapacity is the handicap that I lacked the moral support and spiritual guidance of my parents, who were home in Margosatubig, a very remote town in Zamboanga del Sur in Mindanao, not knowing what was going on with me here in Manila. To them, I had gone into oblivion. Away from my parents and at a very
UE Today January-May 2012
young age at 17, my dear graduates, I fought the “Goliath” of my life. And because I am here talking in front of you, it is obvious that I was triumphant. Otherwise I won’t be here telling you my story. Today, as I was introduced by your dear principal, I am the Chairman of the Board of several companies. I have driven fancy cars in the market (drive only… I didn’t say I bought them); and have travelled countries of the world and experienced having money in my pocket. And I have achieved all this not because I was a multi-awarded student nor an honor student nor be-medaled student... no. I was an ordinary student like most of you. In fact, I was always seated at the back such that most of my professors never noticed me and would ask every time there were alumni gatherings: Have you been my student? And I would always answer, Yes, sir, Yes, ma’am. Kawawa naman ako, ’di ako kilala (I am pathetic, nobody recognizes me). But when I started treating them for lunch, dinner and assumed some alumni expenses, kilala na nila ako (they now knew me) and they are proud that I was once their student. They even made me President of the UE Caloocan Alumni Association, Inc. I am a proud University of the East alumnus. I raise my arm each time I speak of my “Alma Mater” even with people I knew from other, well-known universities. I never say that I am only a graduate of the University of the East; I never say, UE lang po (UE only). My dear graduates, again you are very lucky, because I will share with you what I did or, shall I say, what I (a) did not do and (b) the things that I observed and followed; in order to win. But before I tell you, I want you to promise me one thing: Let this be our “secret.” My dear graduates, Goliath comes in disguise and in many forms, under the acronym of “LIFE” and you should fight and manage them well. Avoid them as much as you can. In short, Do not: L: Love with lust (do not indulge in love with lust) I: Insecurity (do not be insecure) F: Fear (do not fear) E: “Excusities” (do not excuse and justify your mistakes)...
“Your thought is the most powerful force in the universe. All things that you see around you are products of somebody’s thought...” To elaborate: Love with lust. The consequence of love with lust if you make this mistake is “responsibility,” which will render you unable to pursue your dreams because you have to assume a big responsibility at an early age. Later on, you would realize your mistake and it would be too late to change course. The best you can muster by then would be to say, “If I will be given another chance, I will make good and avoid making the mistake.” But my dear graduates, the reality would be at hand and the only word that would come out of your mouth is “Sana…” (How I wish I did not make the mistake, I could have pursued my dreams and could have achieved them). Insecurity. Insecurity will render you unable to express your true self and, worse, will lead you to develop an inferiority complex. It will render you incapable of doing things which you can actually do better than the others. Fear. This is fear of the unknown, and it will render you unable to try new things and discover, enhance and stretch your talents, and can prevent you from developing your personality. Worse, it will lead you into mediocrity. So instead of you developing yourself and accomplishing things, it would pull you back into despair and failure. “Excusities” (Making excuses and justifying mistakes). Unless you admit and accept your mistakes clearly, you are bound to make the same mistakes again and the lessons you failed to learn. If you refuse to admit your mistakes and fail to realize the lesson, you are bound to take that course again and again until you learn the lesson and move on. “Excusities” will delay and derail your learning process and, worse, lessons become more and more difficult every time they come to you. That is Goliath, my dear graduates. While mighty David on the other hand comes with the acronym “FOOD”. And you must do and diligently follow these in order for you to win your battle. F: Food for the brain. Your brain needs daily food and nutrients which are found in Bible, history books and daily newspapers. Now you can Google all these, so make these as your priority when you are in the Internet café or using your laptop or iPod.
O: Obedience to God and parents. Marami ang nakakalimot nito (Most of you have already forgotten this virtue). Remember this: obedience is the most important ingredient of blessings. Trust and obey, and all the blessings come your way. O: Objective and goal. You must set attainable short-term and long-term goals and persevere for them. It will not be easy, but the “F” and the previous “O” will guide you through. D: Discipline. Not just an ordinary discipline but a winning discipline for success. Discipline will make you outstanding and make you different from the rest. My dear graduates, those are the important do’s and don’ts that I promised you. Again let me remind you, you made me a promise, right? Let this be our secret. And as I promised you, this time I will share with you “the science of getting successful.” This is the main reason and purpose why I am here with you this afternoon. My dear graduates, I want you to be serious this time and ponder on these things. This is your moral and spiritual guide in pursuing your dreams as I dream that one day we will meet again and you will remind me about what happened today, April 3, 2012, at the UE Theatre. My dear graduates, 1. Above us all, there is a master creator from which all things are made and which, from its original state, permeates, penetrates and fills the interspaces of the universe. 2. Your thought is the most powerful force in the universe. All things that you see around you are products of somebody’s thought. So you too can make your own thought, and impressing your thought upon the great master creator causes that thing you thought of to be created. 3. You must develop a great sense of gratefulness to anything, everything, anybody and everybody. This way, you can be in harmony with the master creator and become creative rather than competitive. Gratitude unifies your minds with the master creator and by keeping a deep and continuous sense of gratitude for blessings received impresses your thoughts with the master creator. 4. You must form a clear and definite
mental image of the things you wish to have, to do or become, and you must hold this mental image in your thoughts while being deeply grateful to the master creator that all your desires are already granted. The person who wishes to be successful must spend his leisure time contemplating his vision and in earnest thanksgiving that the reality is being given to him. That should be followed by a clear definition of the purpose why you want to succeed; then keep that clear and specific purpose together with the mental image of your success. Too much stress cannot be laid on the importance of frequent contemplation of your mental image of your success, coupled with the unwavering faith and devout gratitude. This is the process by which the impression is given to the master creator and the creative forces set in motion. The creative energy works through the established economic, industrial and social channels. All that is included in your mental image will surely be brought to you. In order to be ready for your blessings of success, you must be in action in a way that causes you to more than fill your present place. And you must accomplish your daily task to the best of your ability, and not just for the sake of being occupied and at work. 5. You must give more than what you receive, so that you build in you the advancing thought so that the impression of increase is always in you and to all you get in contact with. All of you who will practice the foregoing instructions will certainly succeed. How much successful you would become would be in exact proportion to the definiteness of your vision, the fixity of your purpose, the steadiness of your faith and the depth of your gratitude. So graduates, welcome to the next stage of your life. As I end this speech, I would like to leave you with a famous line. Go graduates “live as if this is your last day on earth, and dream as if you will live forever.” While doing this as you walk to the next stage of your lives, remember that “no matter how great the world may seem, you are never too small to make a difference.” Good afternoon and congratulations once again.
UE Today January-May 2012
Presenting Comm. Siegfred B. Mison, ESLS 2012 Commencement Speaker… By Dr. Nieva J. Discipulo
Principal, Elementary and Secondary Laboratory Schools, UE Manila
u r G u est Spea k er is a n alumnus of the UE Secondar y Laboratory School, Batch 1982. He is a member of the Integrated Bar of the Philippines. He was also admitted to the State Bar of California in Los Angeles and the Illinois Board of Admissions to the Bar in the USA. At present, he is an Associate Commissioner of the Bureau of Immigration. During his student days in high school, he was just like you—young, vibrant and full of hope. He walked at the same hallways, used the same classrooms (you are even lucky because you have air-conditioned classrooms now, unlike during his time), admired pretty girls and (maybe) crammed during examinations— exactly like you! But he was never tired of studying to upgrade himself professionally. Through hard work and perseverance, he was able to earn the following accomplishments: He earned the following degrees: a. LLM (University of California) in LA; b. Juris Doctor (Ateneo Law School); and c. BS USMA (Human Resource Management), at West Point, New York City. Among the highlights of his career are the following as: Law Practitioner: He was the Legal Counsel of UE in 2003 to 2005 and 2008 to the present; he has served as Company Attorney of
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Infogix, Inc, Naperville, Illinois, USA, in 20062007; and a partner at Malcolm Law offices, Makati, 2008 to the present. Public Ser vant: He has ser ved as Commissioner of the Integrated Bar of the Philippines, 2003 to 2005; and Officer of the Armed Forces of the Philippines, 1987 to 1997. Professor and Educator: He has served as a Professor of the University of the East College of Law, 1996 to 2004; and of the Ateneo Law School, 2000 to 2004. Writer: He has authored textbooks that are widely used by students as well as by practitioners; he has been writing legal articles for the UE Law Journal as well as in a legal magazine named The Practice. Socially responsible Filipino citizen: He has counseled and represented indigent clients and taught in several UNICEF-sponsored seminars; and established the Legal Aid Clinic at the University of the East to assist indigent clients in Manila. Ladies and gentlemen, I am proud to present to you our commencement speaker— no other than our ver y own alumnus. Please welcome Honorable Siegfred B. Mison, Associate Commissioner, Bureau of Immigration of the Republic of the Philippines!
I Am Part of the Solution
By Commissioner Siegfred B. Mison
UE Manila High School 1982 Associate Commissioner, Bureau of Immigration
This was the commencement speech at the 2012 Commencement Rites of the UE Manila Elementary and Secondary Laboratory Schools, held on April 11, 2012, 2 p.m., at the UE Theatre.
ver lunch a few days ago, I asked my three teenage children for some tips as I prepared my speech for this commencement exercise. My 17-year-old son told me to keep my speech short and simple while my 15-year-old daughter told me to say something entertaining and funny. On the other hand, my 18-year-old daughter, who is now in college, suggested that I say something about inspiring real life stories. That being said, my message to the young graduates as well as to proud parents here today will be short and simple as well as inspiring and hopefully entertaining—in keeping with the “guidelines” given to me by your teenage contemporaries. As fellow Filipinos, I ask you to do little things to help our country. But you might ask me in return, just like what my 15-year-old daughter asked me— “What can I do to help our country? I am just a teenager. I do not have money. I still need to study.” I’m sure most of you are familiar with the singer Bruno Mars. In one of his songs, he said “I wanna be a billionaire so fricking bad, buy all the things I never had, uh... I wanna be on the cover of Forbes magazine smiling next to Oprah and the Queen.” He wants to buy this, have this and do this. Not a bad plan especially if you have the talent to acquire fame and fortune. In contrast let me share with you a story of a certain Rosali Mosende who recently made the front pages of a major newspaper. Eighteenyear-old Rosali was dubbed as the “sidewalk princess” since she lived in the streets all her life but still managed to finish high school last March 29, 2012. She helped her family earn a living by helping other vendors. We probably have heard similar stories from the past, I agree. But wait; Rosali, aside from completing her studies without the benefit of a house, is an elected kagawad in the Sangguniang Kabataan and finished third in her section in the Manila High School. May I ask then, what kind of Filipino will you be? Will you aspire to be the “billionaire so fricking bad” as in the song of Bruno Mars or try to be like Rosali Mosende, who simply did what she could with whatever resources she
had to finish high school and even get elected as an SK kagawad? Now that you are about to pursue higher studies, what are your plans and aspirations? To me, the theme for today’s ceremonies, “Your Gift of Learning, Our Tool for Nationbuilding” is like a call for every UE graduate, or every Filipino for that matter, to do what they can for the country. Therefore, in relation to my daughter’s question of what she can do to help our country since she is just a student, my reply can be condensed into a mantra that I wish you will remember: “I am part of the solution.” I am part of the solution Today, I see future leaders and responsible citizens of our country before me. To the dear parents and guardians of these graduates, I salute you for being a hero to these children. Without your care and guidance, these children would not have been able to join us here today. To our dear graduates, I call you heroes as well (mga bayani). To me, being a hero should simply mean doing what you can with whatever you have. Staying in school and studying hard are just some of the little things you can do with whatever time, talent and resources God has given you. So who is “I am”? Mga ordinaryong Pilipino tulad in Rosali. The “I am” in our mantra “I am part of the solution” is the ordinary Filipino who does what he can. The “I am” is all of us—the bayani that our country needs today. I am part of the solution Visualize the picture of bayanihan—a group of persons helping each other move a house from one place to another. One person cannot do it. Even the group, if not working towards one direction, cannot move that house. And our house is our beloved Philippines. Ang ating bansa ngayon ay pinagpala ng pangulong may pusong magsilbi at may diwang Pilipino. Ngunit hindi kaya ng ating Pangulong Aquino na mag-isa buhatin ang ating bansa. Kailangan niya ang tulong ng bawat Pilipino—
UE Today January-May 2012
“If each one of us starts believing that this country can be great once more, our Philippines will be great again. [And] great things are done by small acts put together.”
lalo na kayong mga kabataan. President Aquino cannot do it alone. Yes, corruption is still present and poverty is very much alive. Collectively, we need to lift our house, the Philippines, and make it great again in the eyes of God and in the eyes of the rest of the world. Let me share with you the story of an ordinary Filipino in the person of Jay Jaboneta. He was born in Davao, schooled in Manila, and loves surfing the Net. Last October 2010, a day after he spoke before the 4th Mindanao bloggers summit in Zamboanga City, a certain Juljimar Gonzales shared with Jay the story of grade school students swimming to school (about 1.5 kilometers every day). Jay Jaboneta in turn posted the story on his Facebook status. Upon seeing his post, a wellknown marketing guru in the person of Josiah Go launched a mini-fundraising campaign. Within a week, an amount of P70,000.00 was raised. Jay then contacted a certain Anton Lim of Tzu Chi Foundation, particularly the NGO’s branch in Zamboanga, to find a long-term solution to the problem. On December 2010, Anton Lim visited the community and offered help. The community decided to build a boat. In January 2011, the DENR CENRO (Department of Environment and Natural Resources Community Environment and Natural Resources Office) of the ) donated logs for the boat. On February 2011, the community, with the help of other individuals, started building the boat. In March 2011, the boat was turned over to the community. Today, the children no longer have to swim as they take a short ride in a boat made out of logs from the local DENR and driven by a barangay volunteer.
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This story simply tells us that the spirit of bayanihan is very much alive. This story reflects that little things (like Jay posting something on his Facebook and Josiah asking others to contribute and the Zamboanga CENRO giving logs) can lead to big things when taken together. Place some emphasis on the phrase “when taken together” for that in essence is bayanihan. Jay, Anton, Josiah and the rest of the group that led to the building of a boat were “part of ” the solution to the problem of those grade school students in Zamboanga. Be inspired and check out the details of the Zamboanga funds for little kids on the Net. There are a million ways to help the country without spending money. In a survey conducted by our Kabayanihan Foundation two years ago across 55 schools nationwide, when asked what the students can do to help our country, the top 12 answers were: 1. Be on time. Honor your commitments. 2. Fall in line. Wait for your turn. 3. Sing our national anthem with pride. 4. Study well. Give your best in everything you do. 5. Do not cheat or steal. Report any crime or illegal act. 6. Conserve water. Plant a tree. Dispose garbage properly. 7. Do not smoke. Avoid drugs. Stay away from vices. 8. Buy Pinoy. Do not buy fake or smuggled goods. 9. Save. Avoid unnecessary items 10. During elections, vote and support the best candidates. 11. Love and respect elders. Practice “Mano po.” 12. Pray for our country and our people. All these little things when collectively
done equate to good citizenship which will definitely lead to a better Philippines. I am part of the solution We must believe that what you think becomes reality. To illustrate: As a student, when you take an exam and you think you will fail, chances are you will fail. Tama po ba? Kung naniniwala tayo na wala ng pagasa ang ating bansa, malamang iyon ang mangyayari. Pero kung maniniwala tayo na meron pang pag-asa ang ating bansa, iyon ng mangyayari! The solution therefore is a change in the mindset of how we think and act. The solution is a revolution to use the gift of learning to reignite the great Filipino values within all of us. Ang Pilipino ay likas na masipag, matiyaga, mapagbigay at may malasakit sa kapwa. This is who we are; this is our culture. If each one of us starts believing that this country can be great once more, our Philippines will be great again. We simply have to do little things just like what Rosali Mosende and Jay Jaboneta did in their own little way. Remember, great things are done by a series of small acts put together. So, from this day forward, a few days after celebrating Araw ng Kagitingan, I urge you to be a bayani not by dying like our defenders in Bataan during the last World War, but by doing little things to help our country. Believe that such little things can and do make a big difference. And always remember you are a Filipino and boldly proclaim, “I am part of the solution.” Mabuhay ang Pamantasan ng Silangan, mabuhay ang Pilipino, mabuhay ang Pilipinas!
Consider Culinary Tourism By Prof. Margarita S. Jaldo
Department of International and Hospitality Management, UE College of Arts and Sciences-Manila
ulinary tourism is a relatively new sector in the tourism industry and is one of the fastest growing industries in the world. This is evidenced by the recent growth of food shows on travel channels on television. Moreover, media such as magazines dedicated to food and places abound, explicitly connecting food and tourism. More people than ever care about the quality of the food they eat—not just at home but when they travel as well. In its broadest sense, culinary tourism is defined as the pursuit of unique and memorable culinary experiences of all kinds, often while travelling, though one can also be a culinary tourist at home. To foster culinary tourism, your food and beverage experience must be unique and memorable. The phrase “unique and memorable” is the key to understanding culinary tourism. Many people think it means restaurants that have earned five-star ratings or such. Culinary tourism, in fact, is not exclusively pretentious or high-class. Culinary tourism can include a local pastry shop, an interesting bar on a nameless street, the popular food vendor on side streets, or another vendor on a historic place. Culinary tourism includes culinary experiences of all kinds. It’s much more than dining guides and restaurant weeks. It encompasses cooking schools, cookbooks and kitchen gadget stores, culinary tours and tour leaders, culinary media and guidebooks, caterers, wineries, breweries, manufacturers, culinary attractions and more. Though we say these are experiences while travelling, local residents can be culinary tourists on their own town. The time we get set in our ways, frequent visits to our favorite restaurants and making an effort to trek across town to try an interesting food or dining experience makes for culinary tourism.
Why is culinary tourism important? 1. Nearly 100% of people dine out when traveling. 2. Dining is consistently one of the top three favorite tourist activities. 3. Dining helps us gain a better appreciation of other cultures through their cuisines. 4. Interest in culinary tourism spans all age groups. 5. Cuisine is the only art form that speaks to all five senses. 6. Local cuisine is the number one motivating factor in choosing a destination. 7. Culinary attractions are available all year round. 8. Culinary travelers are well-educated. 9. Culinary travelers have disposable income. 10. Culinary tourists are explorers. Unless people stop eating and drinking, culinary tourism will never cease to be popular. For the truly committed food lover, learning to replicate a destination’s regional specialties can be an even more fulfilling travel experience than hitting top tourist sites. (For more on culinary tourism: <www.culinarytourism.org>.)
UE Today January-May 2012
Revisiting the Communication and Research Connection By Prof. Julius Cesar R. Pascual
Department of English, UE CAS Manila Prologue Life can be static WITHOUT research. To keep the wheels of progress spinning, academic institutions try their best to encourage their scholastic community to venture into research. To keep up with the demands and neverending changes happening in society, research is becoming an imperative—a culture for all of us. Research is defined as the systematic effort to secure answers to questions (Reinard, 2001, p. 3). On a more universally acceptable flavor, research is a systematic, controlled, empirical
and critical investigation of natural phenomena guided by theory and hypotheses about the presumed relations among such phenomena (Kerlinger in Fawcett and Downs, 1986, p. 3). It is viewed as a systematic process employed to answer questions yet is more than a method of problem-solving. Research is an important aspect of life and a social contribution we make. I will always be reminded by a former professor’s lecture regarding the subject matter that although researches are produced often, researchers should be able to identify that thin line separating scholarly from that of everyday
research. Scholarly research, for one thing, is expected to be more systematic, objective, careful and concerned about correctness and truthfulness. Moreover, these actually brought about good memories of one of the stimulating seminars I attended at my former school, St. Paul University, Quezon City. The talk was all about encouraging interested researchers to actually test the waters of quantitative research; part of the talk’s introduction was a table comparing and contrasting everyday research from that of scholarly research, as recreated below.
Spur of the moment
Focus is personal decision
Focus is knowledge about reality
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Exploring the topics and issues in the area of communication I appreciate how Pernia (2004) presented her communication study overview, pointing out attention-grabbing mass media cases, concerns, topics or issues, and studies as her springboard in presenting the very basic foundation of research. There are a number of interesting studies worth researching like identifying whether mass media is omnipotent/ powerful or has minimal effects on its audiences, and the effects of mass media on culture like the studies of Constantino (1974), Fiske (1987), Van Dijk (1989), and Agbayani and Azarcon-Dela Cruz (1991). Furthermore, Pernia’s material also mentioned the interpretative and critical perspectives which fall under the general rubric of cultural studies (p. 7). Interesting studies by Salvador-Tojos (1999) and Tormon-Pasumbal (2000) to determine human conditions with gender concerns were imparted. Under the social cognition in communication research part, Price (1989) caught my attention in his paper noting that people form their opinions not in isolation but within social, collective contexts (p. 8). Meadowcroft and Reeves (1989) presented in their study how, after exposure, cognitive processing works by stressing out on the idea of story schema, which is an interpretative framework for organizing information when reading stories that can affect encoding, storage and retrieval (p. 9). Shoemaker, Schooler and Danielson (1989) focused on the recall of political information from the mass media (p. 10); whereas Pernia (1993) explored how personality characteristics, media variables and message attributes— separately and together—affect information they select, remember, organize in their minds and recall (p. 11). Encountering the gist of their studies, I realize that there is a wide range of topics or issues to talk about in this field that will be worth researching. I notice how meticulous, empirical and theoretical those endeavors are, reflecting the commitment of the proponents featured. It motivates me to perpetuate the culture of excellence as far as studying communication is concerned. Foundations of research: Learning its ABCs The article hallmarks how essential it is for the researcher to work well both independently as well as within the community of researchers. A good communication researcher is one who offers versatility on the table, to work on his own pace and to participate equally productively when there is a need to do social research. As a college professor, I have learned to
shape my students with individual identity and interpersonal competence all at the same time, for them to test and to hit the books of professional survival specifically in the four corners of a research class. It is quite refreshing to go back to discuss some foundations of contemporary social research. Research is needed to be empirical and theoretical for the undertaking to be qualified as one. There are two models used to explain reality. The nomothetic model, which focuses only on identifying the most important variables to explain a general—rather than a specific— case, and the idiographic model, which attempts an exhaustive explanation of a single action or a particular event (Pernia, 2004, p. 17). The former is more on the quantitative nature while the latter is more on the qualitative concern. Speaking of such, to view the subject of the study, the data, methodology and analysis differently, researchers ought to distinguish quantitative research from the qualitative. According to Pernia (2004), “Quantitative communication research is concerned with the recurrence of data, and therefore focuses on counting. Qualitative communication research is far more concerned with occurrence of the communication event regardless of whether this happens only once or is regularly repeated” (p. 17). Reliability and validity are crucial to research, as the article raised. Furthermore, designing a communication research should be crystal clear on the future proponents like considering basic questions in research such as the what and the how of finding out something. Philosophical perspectives are likewise necessary in research. One should be able to bear in mind the differences among positivist, symbolic interactionist, and social phenomenologist to identify one’s role in the research project. To feature the reasons for doing a communication study, exploratory, descriptive, explanatory and evaluation studies should be raised as early as possible. Likewise vital is identifying whether the research is basic or applied, to seek how the results of the study would be used. A potential social researcher should be aware of the ABCs of the above-listed concerns. Meticulous and patient formulation of the research’s blueprint will pave the way for smooth-sailing research work.
“a theory without research and research without theory can only do little to advance knowledge in a meaningful way” (p. v). That brings us to the relationship between the two inseparable concepts. Theories represent intelligible and systematic patterns for observations. The function of a theory, therefore, is to describe, explain or predict phenomena (Fawcett and Downs, 1994, p. 3). Thus, the function of research is to generate or test these theories. It is fascinating to learn the connection between the two by reading on the said article that theory development depends on research, and research depends on theory. Furthermore, theory is said to be the concept which specifies the boundaries of the phenomenon being studied. Fawcett and Downs (1994) additionally presented that research is the method used to gather the data needed for a theory. To further underscore the partnership between theory and research, I learned to identify the four patterns of knowing, namely the empirical, ethics, personal knowledge, and aesthetics, which can be viewed as a different kind of theory. Descriptive, explanatory or predictive are the general classifications of empirical theories. Descriptive theories, which fall under explanatory research, are needed when nothing or very little is known about the phenomenon in question and answers the inquiry “what is.” There are two categories of descriptive theory. One is the naming theory, which is a description of the dimensions or characteristics of some phenomenon. A classification theory, on the other hand, is more elaborate; it states that the dimensions or characteristics of a given phenomenon are structurally interrelated (Fawcett and Downs, 1994, p.7). In terms of the raw data in such studies, qualitative data may be analyzed by means of content analysis (which I had actually applied in my Master’s thesis entitled Short Stories in English by National Artists: A LinguisticSyntactic Analysis of Expressions and Utterances in 2010 for the Polytechnic University of the Philippines). Conversely, quantitative data are analyzed by various measures of numerical computations. Whatever kind of theory and modes of inquiry would be adopted, the choice of a research design depends on the questions asked at the start of the research endeavor.
Fawcett and Downs: Theory and research are inseparable We were taught in college that it takes a theory and research to complete the scholastic task. According to Fawcett and Downs (1994),
Research reports: I-M-R-D A rather modern way of presenting a research report is the IMRD format, which stands for Introduction, Method, Results and Discussion of the results.
UE Today January-May 2012
The introduction part includes practically the gists of Chapters 1 and 2, which include the conceptual and theoretical framework or its model and rationale, the review of the literature, the background and/or the significance of the study. The method section includes the description of the sample of subjects, the research instruments and equipment used, and the procedures for data collection, which usually falls under Chapter 3 of a research paper. The results part is an integration of Chapters 4 and 5, which includes an explanation of how the data were analyzed, a summary of the data that were collected, and a presentation of the end result of statistical tests. The discussion section finally presents an interpretation of the results and their implications. Theory Formalization: A technique A researcher should first identify key terms like concept—which describes an abstract or mental image of some phenomenon—and a proposition—which is a statement about a concept or the relationship between concepts (Fawcett and Downs, 1994, p.16). Theory formalization involves four steps of metamorphosis, namely, Step 1, the identification and classification of concepts which are considered the building blocks of theories; Step 2, the specification of the propositions as they are given in the research report; Step 3, the hierarchical ordering of the propositions into sets; and Step 4, the construction of a diagram of the theory. Theory and research: Evaluating its relations Theory is to be valued and pursued. Theory is the stuff of which certainty is built. Theory allows us to predict relationships among variables. If our theories are supported by credible evidence, our knowledge of the relationships between variables can improve efficiency of communication behavior (Singletary, 1988, p. 61). To gauge the relation between theory and research, it is integral to consider the following: evaluation of theory, evaluation of research design, evaluation of research findings, and the evaluation of utility of theory and research for practice. Furthermore, the selection of the best theory is necessary so the following guidelines should also take into account: (1) select the theory that deals most adequately with the variables of concern to the clinician; (2) select the theory whose central variable can be altered or modified by the clinician to bring about the
UE Today January-May 2012
desired change; and (3) select the theory whose application leads to desired changes that are strong enough or significant enough to make it worthwhile to implement a plan of action based on the theory (Hardy in Fawcett and Downs, 1994, p.81). Criteria for evaluation of the relation between theory and research is an instrument which includes key terms such as significant, internally consistent, parsimonious, testable, operational adequacy, empirical adequacy and pragmatic adequacy in its questionnaire. Integrating research findings The integration of the research findings encompasses three steps. First, the comprehensive review of studies based on a particular theory, which include all reports of pertinent research published in journals, books, monographs, conference proceedings, Dissertation Abstracts International, and Masters Abstracts, as well as the uncatalogued and unpublished works of colleagues and students. Second is the classification of studies according to the merit of research methodology and the findings. And third, the qualitative and/or quantitative synthesis of the findings of the studies (Fawcett and Downs, 1994, p.88). Revisiting conceptual models, theories and research A conceptual model, which is synonymous with “paradigm” or “disciplinary matrix,” is a set of abstract and general concepts and propositions that provides a distinctive frame of reference or perspective for phenomena within the domain of inquiry of a particular discipline. Likewise, it directs empirical observation and testing, and eventually contributes to theory development by focusing on certain things and ruling them as relevant. Moreover, it reflects the philosophical stance, cognitive orientation, research tradition and practice tradition of a particular group of scholars within a discipline, rather than all members of the discipline (Fawcett and Downs, 1994, pp.101-102). Singletary (1988) described the model as a symbolic representation of the communication process, a kind of characterization of what takes place when information is transmitted, and a picture of communication (p. 16). To fully inform readers on the study and not create difficulties in the process, the proponent should not fail to mention the conceptual model. This is because: (1) students of communication need to be reminded of the interrelated behaviors required for communication, and (2) the model isolates
individual parts of the communication process so that they can be examined separately. Models of communication either focus on particular aspects of communication or attempt to expand the model to account for special circumstances (Singletary, 1988, p.16). Communication research: Reinard’s opening Upon defining research to be as crystal clear as possible, Reinard (2001) noted the distinguishing notes between two types of research, the basic and the applied (p. 4). Basic research as what I understand from his article has something to do in an endeavor to find out relationships among variables, whereas applied research is said to be realized to develop something and eventually solve an immediately practical problem. Furthermore, communication research is defined as a specialty that studies messagerelated behavior (Reinard, 2001, p.4). The discussion in communication mentioning the elements of communication, such as the participants (source and receiver) and verbal and nonverbal clues, actually became an immediate application in school a day after reading it. I integrated it in such a way that messages are composed of such and even a mixture of the ideas. Communication scholars study a given field and attempt to formulate communication researches because it is part of their commitment to make contributions to the field. Thus, commitment will be tested with a number of road blocks, such as the challenge of breadth and focus; the multiple methods challenge, such as the qualitative and quantitative nature of the undertaking; the scholarly rigor challenge; the personal challenge; the ethical challenge; and the structure of the field challenge. Demanding as it may seem, research is worth the risks and consequences, because right after the tedious and excruciating exercise, you will reap what you sow—a rewarding inner bliss will wash out all the hardship. This article is a reminder for a future communication research community that a systematic effort is necessary to secure answers to questions. Additionally, Reinard made his readers aware of a number of communicationrelated professional organizations to relate with, for communication research endeavors to be truly scholastically crafted. Communicating is inevitable It is bound to happen. In communicating, participants need to transact and assign meaning to message. This might sound simple but entails a lot of awareness of its essential
elements, factors and process for one another to interact properly. Inability to do it right could mean misunderstanding, miscommunication or, worse, no communication at all. Aristotle made mention of communication factors like (1) the person who talks, (2) what he says, and (3) the person who listens. Though the years, communication theorists developed and remodeled some communication models aside from Aristotle’s oral, interpersonal notion. They pondered on the issue very well, paving the way for the development of multiple theories or models in communication that utilized for modern researches. The SMCR model—Source, Message, Channel or medium, and Receiver—is actually being overused as far as the process is concerned. More elements like Effect, Feedback, and even “Feedforward” add variations to it.
cannot study enough people to generalize. But if we study a lot of people, we can only investigate a small portion of their communication activities (Frey, 1992, pp. 1-2).
Venturing into communication research Taking into account the Philippine situation, there is a need to do communication research to accomplish the following functions: (1) to serve the needs of training effective communicators among our people in and out of school; (2) to help upgrade the performance of our communications media practitioners, especially mass media; and (3) to support national socio-cultural development efforts (Feliciano, 1994, p.6). For each function, suggested topics for communication research were enumerated. I am pretty interested in venturing into media performance research, a research into messages or what kinds of information are being communicated by Philippine media. This can be conducting a study geared toward answering questions like what do media communicate to people, what do media tell the people about their society, do they communicate social change or development programs and projects to the people, and the like. Moreover, as an educator, I am also willing to contribute studies on the role of the various communication media in the service of education and development at all levels, from individual to international.
Nature of communication research Frey (1992) defines communication research as an attempt to answer questions about communication in terms of empirical data, to test assumptions about communication, and to infer general principles from information gathered (p. 8). Communication research is expected to be planned and its step-by-step investigation ought to be highlighted for other inquires like potential replication. Thus, Frey (1992) hallmarks the five stages to go about this step-by-step manner listed as (1) conceptualization, (2) planning and designing research, (3) using research methodology, (4) analyzing and interpreting data, and (5) reconceptualization (pp. 4-8). I find this flow very comprehensive as it explains each step for anyone’s grasp. In the first step, conceptualization, a researcher identifies a potential topic. A researchable, worth-studying topic with available references and a possible assumption in mind are part and parcel of this step. Then, the communication scholar decides how to identify, measure or isolate the variable in the planning and designing research of the second step. In the third step, the researcher will select a research methodology and adhere to its requirements. In the fourth step, the researcher gathers and analyzes data and, finally, reconceptualization paves the way for drawing conclusions and rethinking the topic of inquiry. Subsequently, this article reminded me about the goals of communication research: to describe, relate and critique communication behavior. With this, thoughts about potential study have circled my mind. Reading, understanding and evaluating research articles should be thoroughly done by considering the introduction, review of the literature, research questions and/or hypotheses, methods, results, discussions, and references and notes, together with questions in mind as researchers peruse such articles.
The world of research is very much a culture Communication research is a culture with a complete set of rules and terminologies. Although much communication research has been studied in the past, there is a great need for more and the search for learning continues. The behavior of human beings is difficult to explain and predict. Many factors have an impact on every instance of human communication. If we study people in natural conditions, we
Proprietary and scholarly research Research generally can be classified as proprietary research—which is conducted for, and available only to, a specific audience—and scholarly research, which is conducted to promote growth in public knowledge and is, therefore, available to all members of society (Frey, 1992, p. 11). I have to say that if I have to conduct a communication research, it will definitely fall under the scholarly category.
Demanding as it may seem, research is worth the risks and consequences, because right after the tedious and excruciating exercise, you will reap what you sow— a rewarding inner bliss will wash out all the hardship. UE Today January-May 2012
Singletary: Theory to media practice Singletary is such a generous writer. Important readings and understandable narratives have been provided in the light of working with theory, for both the teacher and the student to peruse. With such research projects and activities, there is a better clarification of the topic being discussed. These exercises, activities, questionnaires and others are presented in a readable level that even undergraduate learners can perceive. Gatekeeping is an important idea in communication theory and research. This term suggests that a newsperson opens and closes the news “gates,” letting some news go forward and stopping other items according to a mix of personal and professional preferences. This is important because a person’s biases may lead to omission or inclusion of some items and because news selections color our “pictures” (i.e., our knowledge) of distant events (Singletary, 1988, p.22). One of the debatable issues of media practice is the news or writing style. Even today, this is being re-evaluated among communication experts. Among these writing styles are the traditional inverted pyramid, the narrative or “storytelling” approach, as well as variations of the two. This is crucial because even though the inverted pyramid happens to remain reliable, the “higher-ups” of the newspaper industry are more concerned with reader appeal to sell content. Attitudes and attitude change are the most studied concepts in social research. According to Singletary (1988), “Attitude is an enduring system of positive or negative evaluations, emotional feeling, and pro and con action tendencies with respect to a social object. Attitudes are enduring, not ephemeral, resistant to change, are systematic, a kind of logical synthesis, and are expressions of cumulated thoughts, beliefs and experiences” (p.53). Attitude change is due to persuasion. That convincing power is part and parcel of the media’s pervasive license. Furthermore, media effects which lead to attitude change can be either pro-social or anti-social. Communication research: A scientific check-up If we have to look into communication research, we need to visit the field of science. Science is a human enterprise conducted within a community of practitioners; its
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goal is to make sense of human experience within an authoritative, empirically grounded explanation to serve some human purpose (Leahey in Anderson, 1987, p. 3). Science is a human enterprise which is open to the processes and influences that beset any human activity. It is also tagged as an element of a larger social community. We also have the scientific community—scientists. Studies of scientific nature are conducted within a community of practitioners. They serve as reservoirs of the conventional wisdom of science. Scientists, on the other hand, are members of this community who participate in the development of scientific explanation within the content area. Anderson (1987) pointed out that the purpose of science is to provide a perspective of right interpretations—the right stuff of sensemaking of human experience. Understanding does not necessarily imply prediction or control. Furthermore, scientific explanation is directed toward the description of the characteristics, methods and practices, and causes and consequences (pp.5-7). The other characteristics of science are its nature to be empirically grounded, its authoritative scientific explanation, its purpose to serve human activity and society as a whole, its instrumentalism reputation, and its cultural relativism. Webster: ‘Informatisation’ of society A work by the significant social theorist Tony Giddens talks about the surveillance society. Giddens’ ambition is both to recast social theory and to re-examine our understanding of the development and trajectory of “modernity.” His theorization leads one to argue that the heightened importance of information has deep historical roots—so deep that, while one may concede that information today, in an era of what he calls “high modernity,” has a special significance, it is not sufficient to mark a system break of the kind Daniel Bell conceives as “postindustrialism” (Webster, 1995, p. 52). Moreover, Webster noted that the world is much more organized than ever before: our everyday lives are planned and arranged by institutions in unprecedented ways. The premise that life today is more routinely and systematically managed does not mean that nowadays we inhibit some sort of prison (Webster, 1995, p. 53).
Epilogue “A theory without research and research without theory do little to advance knowledge in any meaningful way.” Engaging with communication research can do so much for the enlightenment of society. Creating a communication research landscape might be laborious but as we spend time dealing with theories and understanding the different stages and steps of the endeavor, contributions will be made to the reservoir of communication knowledge. Then, the epitome of quality scholastic work will always be passed on from one generation to another. References: Anderson, James. Communication Research: Issues and Methods. New York: McGraw Hill: 1987. Chapter 1. Fawcett, Jacqueline and Florence Downs. The Relationship of Theory and Research. Connecticut: Appleton-Century-Crofts: 1986. Chapters 1-5. Feliciano, Gloria. Communication Research for Beginners: Methods and Application. Quezon City, Philippines: 1994. Chapter 1. Frey, Lawrence, et al. Interpreting Communication Research. New Jersey: Prentice Hall: 1992. Chapters 1 and 2. Pernia, Elena. Communication Research in the Philippine Issues and Methods. QC: University of the Philippines Press: 2004 (pp. 1-28). Reinard, John. Introduction to Communication Research. New York: McGraw-Hill: 2001. Chapter 1. Singletary, Michael W. Communication Theory & Research Applications. Ames, USA: Iowa State University Press: 1988. Chapters 1 and 2. Webster, F. Theories of the Information Society. London: Routledge: 1995. Chapters 4 and 5.
Politically Correct Bedtime Stories:
Awakening Feminist Sensibilities in the dot-com-Era Filipino Classroom By Dr. Mark DG. Fabella
Department of English, UE CAS Manila
he year was 1990. My daughter was about 2 ½ years old. Because I so cherish the time my own father read nursery rhymes to me, I thought it was my duty to do the same to my children. One night, I was reading to my daughter the story of the Three Little Pigs. I made sure that I enunciated the words so she could feel and understand the drama involved in the part that said: “Then the wolf said, ‘I’ll HUFF and I’ll PUFF, and I’ll BLOW your house in!’ So he huffed and he puffed until he BLEWWW the house in, and ATE UP that little pig.” To my surprise, my daughter suddenly blurted a loud, empathizing cry! I never got to finish reading the story to her. I was a young parent then, but I soon realized that children’s bedtime stories can serve as more than just entertainment—rather as simulations of realities, where a child can experience empathy, adventure and even stress. Nearly two decades later, I was reflecting on what younger intermediate and early high school teachers often complain about. Accordingly, students’ concept of interpersonal relations is gradually evolving as a result of hours of immersion in computer games. Because of students’ prolonged exposure to video games, they seem to be more irritable, especially during times when they get low scores in computer games. This is confounded by the proliferation of primetime telenovelas as a source of reference for dealing with interpersonal situations that require patience and tact. With most people preferring watching television to reading, telenovelas seem to be playing the role of alternative fairy tales. With classrooms echoing teachers’ dilemma in getting students interested in reading, classroom professionals are always on the lookout for very short reading materials from which students could inculcate basic values like sensibility, empathy and equality— which could help make learners see present-day issues as tackled in the newspapers. It would
perhaps not be an overgeneralization to say that newspapers speak of violence against women, intolerance to established rules, recklessness and desperation. These things are encountered by anybody who would peruse a newspaper daily to the extent that such issues become clichés. Worse, youngsters seem not to be mindful about the root cause of these realities—the absence of empathy, tolerance and sensibility. Short evolution of the context of fairy tales as a genre: fairy tales versus reality In the modern-day context, literature, like any other field of endeavor, has evolved into a complicated yet structured area of study no different from biology or economics. Unlike the times of old, when people were more concerned about sharing the actual poem or narrating the actual story, the modern world has developed the habit of taking various fields, like literature, and turning them upside down or inside out. As a result, almost every subject of interest has at the very least a fairly well-documented background, and contains various paradigms, theories, criticisms and what not. Indeed, people nowadays, given the body of knowledge available to them, are more discerning than their ancestors. Yet interestingly, thorough as modern man could be, there are still things which have great influence on man’s life that, on average, he still could look into. Fairy tales as a genre of literature is a very good example. The actual fairy tales themselves are ubiquitous, yet most people do not know where each story came from or what their original content was. In fact, many people do not know that a lot of their beloved fairy tales originally contained violent and sexual undertones. In the essay “Archetypes in Fairy Tales: A Mirror of the American Ethos,” Keith Cork stated that “Fairy tales have existed for hundreds of years in multiple cultures.” True enough, technology in this dot-com
era provides for the abundant streaming and exchange of information and literature through media on a global scale. Narratives contained in pieces of literature, like fairy tales, are known to children and adults alike in not only specific and isolated places but in almost all corners of the world, owing to the power of technology and mass media. Legendary artist Walt Disney is partly to blame for this phenomenon. In the early part of the 20th century, his company ventured into taking classic fairy tales like Snow White, Cinderella, Peter Pan and many others, and turning them into animated movies which they were able to market worldwide. The enterprise was a success. The enterprise turned these fairy tales into classics that appealed and are known to children across the globe. When these children became adults and parents themselves, they passed on these stories to the new generation, still in the form of cartoons. The combined effect of the universality of these fairy tales’ themes and the fascination of most children with the cartoon medium resulted in continued appreciation for these stories. In fact, many children and adults point to the Walt Disney cartoons as their source of fairy tale narratives. However, it is interesting to point out that many of the original versions Disney’s fairy tale feature films do not take place in an American setting, nor are they set in the modern context. Charles Perrault’s version of Hansel and Gretel, for example, offers a glimpse of what it was like to belong to the lower economic class in France during the 17th century, where child abandonment due to poverty was commonplace. Yet despite the different versions of the story and that more than 300 years that have passed since the 17th century, the main narrative more or less remains the same: It is still a tale about a boy and a girl abandoned by their parents and, despite adversity, have to survive on their own. As Cork pointed out, fairy tales serve as an insightful view into the customs and beliefs of
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a time and culture in which they were written. Although such stories are fictional, anyone from 17th-century France who came across Hansel and Gretel would easily be able to relate to the story. However, this is no longer the case in the 21st century. Despite the fact that child abandonment still happens, it is not nearly as commonplace as it was in the five centuries earlier. This creates a form of detachment between the modern reader and the original fairy tale. Nevertheless, they remain popular hundreds of years later to generations for which they were not written. In fact, Karen Rowe mentioned that “...folklorists counter any casual dismissal of folktales as mere entertainment by arguing that they [folktales] have always been one of culture’s primary mechanisms for inculcating roles and behaviors.” Of course, like any other art form, literature cannot and does not exist in a vacuum. It is always subject to influence, deconstruction and criticism, its relevance and relationship to the realities of life perpetually assessed. In my opinion, James Finn Garner’s “Politically Correct Bedtime Stories” is the by-product of all of these things, as it seeks to reinvent the standards and labels in these classic narratives, to make them relevant to modern life. Given the pervading influence of these tales and the current emphasis of the global community on images, I strongly believe that it is high time somebody does just that. Fairy tales in the light of feminism: On Garner reinventing Little Red Riding Hood In her work titled “Feminism and Fairy Tales,” which appeared as part of Jack Zipes’ 1986 book Don’t Bet On the Prince, Karen Rowe explains the relevance of applying a modern feminist perspective on classic narratives: “To examine selected popular folktales from the perspective of modern feminism is to revisualize those paradigms which shape our romantic expectations and to illuminate psychic ambiguities which often confound contemporary women.” In light of modern realities, I think it is fair to say, that the world today is relatively less rigid in terms of allowing women independence and personal growth. This is not to say that gender inequalities have been completely eradicated; that is highly untrue. All I am saying is that the women of today, whether because of practical necessity or actual maturity in the way men view the opposite sex, or maybe both, are given more room to pursue self-actualization than their, say, 8th-century counterparts. Fairy tales as materials for awakening feminist sensibilities Now, as mentioned in the introduction, fairy tales were written for a specific context. However, since these narratives have continued to have a pervasive influence to date, it is not farfetched to think that it is productive to
UE Today January-May 2012
re-align these stories’ images and labels to make them relevant to modern life. As Rowe mentioned, it is possible for readers to still fall prey, even subconsciously, to ideas we find in these tales. Hence, the importance of examining these stories is apparent. Garner, in his version of Little Red Riding Hood, offers an interesting insight on our outlook of the modern woman as a capable and independent being. The word woman is spelled in this story as womyn. Most experts would argue that this word structure would enable one to spell the word woman without the “man.” This supports the concept of the modern woman as being fully independent, capable of succeeding in any endeavour without having to rely on male assistance. This is opposite to what Rowe mentions to be the common portrayal of the heroine in fairy tales, as being unable to act self-assertively and being totally reliant on external rescue. It is interesting to see how a simple change in the spelling can symbolize a form of rebellion to established concepts. In another part of the story, Garner wrote: “So Red Riding Hood set off with her basket through the woods. Many people believed that the forest was a foreboding and dangerous place and never set foot in it. Red Riding Hood, however, was confident enough in her own budding sexuality that such obvious Freudian imagery did not intimidate her.” In the Brothers Grimm version of this fairy tale, Red Riding Hood is eventually saved from imminent danger through the help of a male woodchopper who was close by. According to scholars, it is clear that in this rendition, the heroine fits the archetype of a damsel in distress—a female protagonist often unable to free herself from trouble and has to rely on male assistance for salvation. In the above version, however, it is clear that the writer wanted to emphasize the main female character’s confidence and courage, notwithstanding obvious danger. In a work by author Jack Zipes, he points out a major difference between the older oral version of the tale and the ones written by Perrault and the Brothers Grimm. Zipes says that the oral version (which he reproduced from Paul Delarue’s “Les contes merveilleux de perrault et la tradition populaire” off the Bulletin folklorique de I’lle-de-France, 1951) ended with Red Riding Hood being able to save herself from destruction by being crafty, as opposed to the representations in later versions where she is eaten in the Perrault tale and saved via a male agency in the Grimm tale (Zipes 1993, 348). I think Perrault, in his version, was trying to highlight two things: (1) chivalry or (2) the physical superiority of a male. On the other hand, Garner re-empowers Red Riding Hood in the end: The wolf said, “I am happy with who I am and what I am,” and leaped out of bed. He grabbed Red Riding Hood in his claws, intent
on devouring her. Red Riding Hood screamed, not out of alarm at the wolf ’s apparent tendency toward cross-dressing, but because of his wilful invasion of her personal space. Her screams were heard by a passing logfuel technician (as he preferred to be called). When he burst into the cottage, he saw the melee and tried to intervene. But as he raised his ax, Red Riding Hood and the wolf both stopped. “And just what do you think you’re doing?” asked Red Riding Hood. The woodchopper-person blinked and tried to answer, but no words came to him. “Bursting in here like a Neanderthal, trusting your weapon to do your thinking for you!” she exclaimed. “Sexist! Speciesist! How dare you assume that womyn and wolves can’t solve their own problems without a man’s help!” .... After this ordeal, Red Riding Hood, Grandma, and the wolf felt a certain commonality of purpose. They decided to set up an alternative household based on mutual respect and cooperation, and they lived together in the woods happily ever after. Other than just being cunning and crafty as presented in the oral version, Red Riding Hood not only saves herself from the wolf, but manages to do so without hurting the antagonist! This way, Garner implies that women have a better propensity to solve conflicts and reconcile indifferences. More importantly, by condemning the wood chopper’s attempt to use violence to save her, and by calling him a Neanderthal, the author is in a way implying that man’s ways of resolving conflicts is primitive and inferior to that of a woman. Supplementing classroom reading materials with Garner’s fairy tales I mentioned earlier some of the problems confounding teachers in the dot-com era: students’ penchant for (over)staying in Internet cafes, aliteracy (i.e., disinterest in reading) and the absence of a connection between what students read and currents issues. On that note, and given their seemingly non-complicated façade, I think fairy tales may serve a variety of purpose to teachers. First, fairy tales could serve as an entertainment material which would help arrest aliteracy among students. Since they seem to look like mere fairy tales, students would not initially think that they are being burdened with heavy classroom reading. Second, politically correct bedtime stories may serve as materials for helping teachers improve students’ discourse competencies. Teachers would agree that one of the best ways to teach an L2 is to have the learner use the TL as often as possible. The plots and themes of stories can serve as one of the best sources for issues to talk about. More important, the issues embedded in the plots could open students’ minds to present
issues in our society, like absence of equality, subliminal hostility, gullibility among desperate individuals and one’s involvement in a society that condones the proliferation of insensibility. In the second semester of SY 2010-2011, one of the subjects I was assigned to handle was Philippine Literature. As I was interested in knowing my students’ level of discourse competency, I asked, during one of our discussions, questions like: • What do you think is the role of a wife in the house? • How do you describe your grandparents? • How do you think should you deal with a situation where you see a person trying to hurt another? • Who do you think should have the last say when solving problems inside the house? • Should the wife be given a say in domestic decision-making? • Should parents have a say in their children’s bases for choosing a lifetime partner? like:
Not s u r pr i s i n g l y, I g ot an s w e r s • “The wife is supposed to serve as homemaker.” • “The wife should stay at home and take care of the children while the man provides her with financial resources.” • “Being the superior sex, the man should solve domestic problems.” • “With his physical advantage, the man should be the one to protect another person who is in need of help.” • “Grandparents are sickly people.”
• “Parents should give their children the autonomy to choose their partners.” The answers did not prove surprising as these views are articulated through our telenovelas. Words reflect the way people define the world and their relation to and role in it. The use of “politically correct stories” could serve both as a form of entertainment as I experienced when I was a child, and as a source for issues worth reflecting about. In an era where teenagers deem DOTA, Ragnarok or Counter-Strike as more important than an hour in a class, politically correct bedtime stories may serve as a means to inculcate sensibilities in young minds. Deogracias Rosario, father of modern Tagalog short stories, once asserted that “Ang manunulat ay tagapagdala ng pagbabago sa moralidad at sensibilidad.” Who do you think is tasked to bring about changes in morality and feminist sensibility in the classroom, and using what practical materials? References: Cork, Keith. Archetypes in Fairy Tales: A Mirror of the American Ethos.http:// www.associatedcontent.com/article/ 612335 archetypes_in_fairy_tales_ a_mirror.html?cat=9 Retrieved April 11, 2011. D’Agustino, Jos eph A. Feminism, Consumerism and Sexualization of Girls. http://prolife. org.ph/home/ index.php/promoting-life/teen touch/feminism-consumerism-the sexualization-of-girls Retrieved April 11, 2011. Dizon, Romeo. Deogracias A. Rosario: Ang Maikling Kuwentong Tagalog Sa Gitna ng Pagbabago. http://
Editor in Chief Edilberto B. Sulat Jr. Editorial Assistants Lolita M. Carpina Jose Angelo M. Vergel De Dios Artist James Patrick P. Trinidad BOARD OF DIRECTORS Lucio C. Tan Ester A. Garcia Carmelita G. Mateo Linda P. Santiago Zosimo M. Battad Jesus T. Tanchanco Sr.
panitikan.com.ph/criticism/ deogracias.htm Retrieved April 9, 2011. Garner, James Finn. Politically Correct Bedtime Stories: Modern Tales for our Life & Times. 1994 Souvenir Press Ltd; 1st edition. Pantoja Hidalgo, Cristina. New Tales for the Old. <http://panitikan.com.ph/ criticism/newtales forold.htm> Retrieved April 9, 2011. Perrault, Charles. Little Red Riding Hood. http:www.pitt.edu/~dash/ perrault02. html Andrew Lang, The Blue Fairy Book (London, ca. 1889), pp. 51-53. Lang’s source: Charles Perrault, istoires ou contes du temps passé, avec des moralités: Contes de ma mère l’Oye (Paris, 1697). Retrieved April 8, 2011. Jacob and Wilhelm Grimm. Little Red Riding Hood. http://www.eastofthe web.com/short-stories/UBooks/ LittRed.shtml Retrieved April 10, 2011. Rowe, Karen. “Feminism and Fairy Tales”. Jack Zipes’ Don’t Bet on the Prince. New York. Routledge. 1986. Villanueva, Rene. Pagsulat ng KuwentongPambata. http://panitikan.com.ph/ criticism/pagsulatngkuwentong pambata.htm Retrieved April 9, 2011. Zipes, Jack. Trials and Tribulations of Little Red Riding Hood. http:// reconstruction. eserver.org/022/ cannibal/littlered.html.1993. Retrieved April 10, 2011. Zipes, Jack. Why Fairy Tales Stick: The Evolution and Relevance of a Genre. New York. Routledge. 2006.
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UE Today January-May 2012
Mastering the English Language: Accuracy vs. Fluency By Prof. Alexander C. Balcoba and Prof. Mark Cleeford Quitoras
Department of English, UE College of Arts and Sciences-Manila
hat are the important components of language that makes one speaker accurate and
fluent? Such contentions about language, on accuracy and fluency, have been a major concern in most parts of the world where English is spoken. It is true that the mastery of the language in visualizing its accuracy and fluency is a significant rudiment in uplifting the speaker’s competency and accuracy. Indeed, for us Filipinos, English is not our native language. It is only our second language but is a necessary tool in surpassing the irrefutable and extreme competition all over the world. However, our skills in using the language remain a giant hope to continuously learn it, despite the difficulties. Considering that the English language does not work effectively without its scrupulous foundation of accuracy and fluency, still, a lot of questions have to be answered. How does a speaker become accurate? Obviously, grammar is the only thing behind accuracy. The rigorous understanding of
grammar rules allows the speaker to gain confidence and competence. If this is so, then why must fluency be the soul of accuracy? How does it differ from accuracy? Truly, the word fluency is easy to define but hard to demonstrate. The fact remains that a speaker becomes fluent when he/she is spontaneous, natural and understood. Moreover, a speaker becomes fluent when he/ she expresses his/her ideas, emotions, thoughts and aspirations without having grammatical difficulty. Furthermore, the spontaneous way of expressing a speaker’s ideas without counting his/her grammatical flaws with his/her fingers defines the precise meaning of fluency. We personally believe that a speaker must possess a positive working attitude to make himself/herself a competent speaker of the English language globally. In spite of a long bridge to take just to fill the gap between accuracy and fluency, the speaker’s interest and passion to learn the language will serve as a solid instrument in mastering our common second language—the English language.
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Speak English, Discover Its Wonders By Prof. Alexander C. Balcoba
Department of English, UE CAS Manila
UE Today January-May 2012
ose-bleeding,” “pulse-racing,” and “head-aching.” Yes, these expressions are common to our students nowadays. They love to use these expressions when they are asked to speak in English. This has become an inscrutable thought, of why most of our students prefer to speak in Filipino rather than English. Truly, the English language is not that easy to use, especially if one is not exposed to it or if one’s foundation with this language is poor. Indeed, English requires not just mastery but the skill itself. Therefore, this language is indeed “nose-bleeding” if the speaker himself does not have a good foundation with the language. He might run out words or might not know how to express himself because he does not have a good command of the language. On the other hand, the English language makes pulses race among our students for the reason that they may not be that confident in using the language. Can you imagine the speaker’s pulse rate? Furthermore, this language may add headaches to speakers, especially when they are talking to others who are eloquent in the language. Their aching heads might even spin. Despite these barriers, have students made attempts to improve their proficiency
in English? Have they made themselves sound natural in using the language? How often do they use the language? Does it make their nose quote-unquote bleed? Does speaking in English quicken their pulse? If yes, then they need to challenge themselves. They have to motivate themselves into becoming natural users of the language. Most of all, with this language, they can help be equipped with professional, and global, competitiveness. So, to the students we say, Dare your mind to speak in English. Imagine competitive students speaking internationally! We could build competent professionals for the world, around the world. We could lessen unemployment and, most of all, we could have a better society that will lead to a better country. This is why we have to dare our mind to speak in English. It is true that the English language is for ever yone regardless of nationality, language exposure or even language orientation. This proves that when one learns the English language, one also learns its advantage and its significance. Remember that what can be learned for today can be enjoyed in the future. So, say no to nose-bleeding, stop the pulse-racing and cure the “head-aching” by saying, “Speak in English and discover its wonders.”
Literature: A Mimesis of Life By Prof. Mildred P. Jimenez and Prof. Krizza S. Cruz Department of English UE CAS Manila
ITERATURE is a rich depository of things we can all find ourselves in. So they say…And who doesn’t? Literature is not just another insignificant and boring subject taken as a prerequisite so that we can graduate from our alma mater and receive our much-awaited, long-coveted diplomas. Instead, it is a lifelong means of understanding ourselves better, the people around us deeper and the world we live in clearer. Taking a close observation of the rich array of different literary genres written by poets, authors, songwriters and journalists around the globe, we can surmise how human beings deal with love, personal problems, joys, successes, failures, rejections, dreams and aspirations. We learn to further value our uniqueness, our own lives, as we see ourselves reflected in pertinent situations in these various selections. Moreover, we are able to closely associate ourselves with certain characters and events that unfold. Who among us was never read to a bedtime story or two when we were still children?
Isn’t it that we marveled at the prowess of Peter Pan and Hercules, as well as the curiosity of Alice in Wonderland? We were dazzled by the beauty of Snow White and Aurora of Sleeping Beauty; inspired by the courage of Quasimodo from The Hunchback of Notre Dame, of Tom Sawyer, and even of Little Red Riding Hood; awed by the susceptibility, determination and transformation of Pinocchio; enamored by the humility and innocence of Pooh and Piglet. We also wished to have the same happy ending as the love stories of Rapunzel, Cinderella, Belle of Beauty and the Beast, and Ariel of The Little Mermaid. What about the portrayal of the true essence of friendship and loyalty in the stories of Charlotte’s Web and Jonathan and David from the Old Testament? Nonetheless, the greatest story ever told is the laying of one’s own life for the redemption of mankind from sufferings and sins—Jesus’ death and resurrection. These are just some of the all-time favorite stories we heard and read as young children. Truly, they mirror our own lives in one way or another, portraying our journeys, quests, fears, doubts, struggles and discoveries day by day. We are able to savor the beauty of life as we immerse ourselves in the richness of these timeless pieces. Boundless doors are opened for us where we see things in a different perspective. More so, we are enlightened at how characters are able to surpass the trials that beset them and eventually triumph when confronted with certain issues which to us may seem absurd or unimaginable. Furthermore, literature allows us to sustain our astonishment by the immensity of life’s trivial surprises. It speaks of thoughts we cannot easily convey and spells out the unspoken desires and passions planted in each one’s heart. Whenever we turn a page, devour a carefully crafted poem or hum a well-loved song, we allow ourselves to be reunited with the eternal abyss of truth about our existence—that we are a product of a magnificent and extraordinary love of God. In retrospect, just as each story unfolds each day, we sustain to relish, to take pleasure and to digest our own lives with our vast experiences—as we contribute to another page of our own chapters in the book called life.
UE Today January-May 2012
New Resources @ Your Library A selection new book acquisitions for the 1st Quarter 2012 By Director Loreto T. Garcia, UE Department of Libraries GRADUATE SCHOOL Building construction / Construction management Benya, James R. Lighting retrofit and relighting, c2011. Cooke, Brian. Construction practice, c2011. Crochet, Treena. Designer’s guide to building construction and system for residential and commercial structures, c2012. Watson, Paul. Construction quality management: principles and practice, c2011. Business communication Cornelissen, Joep. Corporate communication: a guide to theory and practice 3rd ed., c2011. Barrett, Deborah J. Leadership communication 3rd ed., c2011. Harris, Thomas E. Small group and team communication 5th ed., c2011. Public administration Boseman, Barry. Rules and red tape: a prism for public administration theory and research, c2011. Denhardt, Janet V. The New public service: serving, not steering 3rd ed., c2011. Europe today: a twenty-first century introduction 4th ed., c2011. Magstadt, Thomas M. Nation and governments: comparative politics in regional perspective, 6th ed., c2011. Saich, Tony. Governance and politics of China 3rd ed., c2011. Public relations Gordon, Averill Elizabeth. Public relation, c2011. Research Day, Robert A. How to write and publish a scientific paper 7th ed., c2011. Marketing research 10th ed., c2011. Research methods for leisure, recreation and tourism, c2011. Szuchman, Lenore T. Writing with style: APA style made easy 5th ed., c2011. COLLEGE OF LAW Philippine Law Aduana, Nick L. Income taxation: simplified and procedural approach, 2009. Aduana, Nick L. Simplified and procedural handbook on transfer and business taxation 2nd ed., c2010. Aquino, David Robert C. Corporation law, c2010. Aquino, David Robert C. Labor standards.
UE Today January-May 2012
Quezon City: Central Book Supply, c2011. Aquino, David Robert C. Rules of procedure before the HLURB annotated, c2010. Aquino, David Robert C. Statutory construction, 2011. Mallonga, Eric Henry Joseph F. Prosecution of torture: a manual, c2011. COLLEGE OF DENTISTRY Dentistry Baum, Neil. Marketing your clinical practice: ethically effectively, economically 4th ed., c2010 Jeske, Arthur H. Mosby’s dental drug reference, c2010. Kothari, Kamna. Viva on pre-clinical endodontics conservative dentistry, c2010. Singh, Abhinav. Trace elements and dental caries. Jaypee Brothers Medical Pub., c2011. COLLEGE OF ARTS AND SCIENCES Archives Public relations and marketing for archives: how to do it manual, c2011. Biology Animal cell culture: essential methods, c2011. Enger, Eldon D. Concepts in biology 14th ed., c2012. Kratz, Rene Fester. Biology essential for dummies, c2011. Botany Bidlack, James E. Stern introductory plant biology 12th ed., c2011. Heldt, Hans-Walter. Plant biochemistry 4th ed., c2011. Kratz, Rene Fester. Botany for dummies, c2011. Mishra, Shubhrata R. Understanding plant hormones, c2011. Pooja. Understanding photosynthesis, c2011. Chemistry Chang, Raymond. General chemistry: the essential concepts 6th ed., c2011. Physical science 9th ed., c2012. Seagar, Spencer L. Introductory chemistry for today 7th ed., c2011. Smith, Janice Gorzynski. Organic chemistry 3rd ed., c2011. Williamson, Kenneth L. Techniques labs for macroscale and microscale organic experiments 6th€ed., 2012.
Geology Spooner, Alecia M. Geology for dummies, c2011. Geography Chang, Kang-sung. Introduction to geographic information systems 6th ed., c2012. Geometry Gibilisco, Stan. Geometry demystified 2nd ed., 2011. History (General) Findley, Carter Vaughn. Twentieth-century world 7th ed., c2011. Perry, Marvin. Sources of the Western tradition: from ancient time to enlightenment, c2012. History of Greece Roisman, Joseph. Ancient Greece from Homer to Alexander: the evidence, c2011. History of America Kloppenberg, James T. Reading Obama: dreams, hope, and the American political tradition, c2011. Liberty, equality, power: a history of the American people 6th ed., c2012. Hotel and restaurant management Atkins, Susy. How to make you own drinks, c2011. Beckerman, Carol. 500 breakfast and brunches, c2011. Bowie, David. Hospitality marketing: principles and practice 2nd ed., c2011. Brown, Nancy. Hospitality fairs and event, c2011. Brown, Nancy. Management of hospitality organization, c2011. Campbell, John. Practical cookery level 3 for VRQ and NVQ courses, c2011. Fertig, Judith. 500 fish and seafood dishes, c2011. Fischer, John W. Cheese: identification, classification, utilization, c2011. Ford, Robert C. Managing quality service in hospitality: how organization achieve excellence in the guest experience, c2012. Foskett, David. Theory of hospitality and catering for level 3 and 4, c2011. Nayheim, Peter D. Technology strategies for the hospitality industry 2nd ed., c2012. Patrick-Goudreau, Colleen. Vegan’s daily companion: 365 days of inspiration for cooking, eating and living compassionately, c2011. Pojman, Paul. Food ethics, c2012.
Porschen, Peggy. Peggy’s favourite cakes and cookies: to make every occasion special, c2011. Schneller, Thomas. Meat: identification, fabrication, utilization, c2011. Shock, Patti J. On-premise catering: hotels, convention centers, arenas, clubs and more 2nd ed., c2011. Stamm, Mitch. The pastry chef ’s apprentice: an insider’s guide to creating and baking sweet confections and pastries, taught by the masters, c2011. Yeoward, William. Perfect tables: tabletop secrets setting and centerpieces for delicious dining, c2011. Human resource management Daly, John L. Human resource management in the public sector: policies and practices, c2012. De Janasz, Suzanne C. Interpersonal skills in organization 4th ed., c2012 International Relations Nau, Henry R. Perspective on international relations 3rd ed., c2012. Journalism Crannell, Kenneth C. Voice and articulation 5th ed., c2012. Journalism today: a themed history, c2011. Library Science Butler, Rebecca P. Copyright for teachers and librarians in the 21st century, c2011. Gregory, Vicki L. Collection development and management for 21st century library collection: an introduction, c2011. Harper, Meghan. Reference sources and services for youth, c2011. Kostelnick, Charles visual language: strategies for professional communicators, c2011. McCook, Kathleen Dela Peña. Introduction to public librarianship 2nd ed., c2011 Rubin, Rhea Joyce. Defusing the angry patron: how to do it manual for librarian 2nd ed., c2011. Linguistics Dainton, Marianne. Applying communication theory for professional life: a practical introduction 2nd ed., c2011. Finegan, Edward. Language: its structure and use 6th ed., c2012. Mass media McCurdy, Kathy M. Shoot on location: the logistics of filming on location, whatever your budget or experience, c2011. Zettle, Herbert. Television production + workbook 11th ed., c2012. Museums National museums: new studies from around the world, c2011. Psychology Carter, Philip. IQ and aptitude tests: assess your verbal, numerical and spatial
reasoning skill, c2011. Carter, Philip. IQ and psychometric tests: assess your personality, aptitude and intelligence 2nd ed., c2011. Goldstein, Andrea H. Creative concepts in psychology: an activity and casebased approach, c2011. Psychology 11/12. 42ed. New York: McGraw-Hill, c2012. Physiology Norris, Maggie. Anatomy & physiology for dummies 2nd ed., c2011. Payne, V. Gregory. Human development: a lifespan approach 8th ed., c2012. Political science Ezrow, Natasha M. Dictators and dictatorships: understanding authoritarian regimes and their leaders, c2011. Kegley, Charles William. World politics: trend and transformation, c2011 Sociology Tarrow, Sidney G. Power in movement: social movement and contentious politics, c2011. Statistics Argyrous, George. Statistics for research with a guide to SPSS, c2011. Navidi. William. Statistics for engineers and scientists 3rd ed., c2011. Wagner, William E. Using IBM SPSS statistics for social statistics and research methods 3rd ed., c2011. Tourism O’Toole, William. Event feasibility and development: from strategy to operation, c2011. Strategic management in tourism 2nd ed., c2011. Research methods for leisure, recreation and tourism, c2011. Zoology Breed, Michael D. Animal behavior, c2012. Rees, Paul A. An introduction to zoo biology and management, c2011. COLLEGE OF BUSINESS ADMINISTRATION Accounting Doupnik, Timothy. International accounting 3rd ed., c2012 Hoyle, Joe B. Advanced accounting 10th ed., c2011. Mowen, Maryanne M. Managerial accounting: the cornerstone of business decisions 4th ed., c2012. Smith, Gaylord N. Excel application for accounting principles 4th ed., c2012. Weygandt, Jerry J. Accounting principles 10th ed., c2012. Auditing Stuart, Iris C. Auditing and assurance services: an applied approach, c2012. Woolf, Emile. Audit and accountancy pitfalls: A casebook for practicing
UE Today January-May 2012
accountants, lawyers and insurers, c2011. Banking and finance Choudhry, Moorad. An introduction to banking: liquidity risk and assetliability management, c2011. Cohen, Benjamin J. The future of global currency: the euro versus the dollar, c2011. DeRosa, David F. Option on foreign exchange 3rd ed., c2011. Financial statement fraud casebook: baking the ledger and cooking the books, c2011. Holfich, Peter. Banks at risk: global best practices in an age of turbulence, c2011. Jordan, Bradford D. Fundamentals of investment: valuation and management 6th ed., c2012. Kapoor, Jack R. Personal finance 10th ed., c2012. Kirkpatrick, Charles D. Technical analysis: the complete resource for financial market technicians 2nd ed., c2011. Parameswaran, Sunil K. Future and options: concepts and application, c2011. Williams, Tee R. An introduction to trading in the financial markets: trading, markets, instruments and process, c2011. Business ethics Jennings, Marianne Moody. Business ethics: case studies and selected reading 7th ed., c2012. Miller, Katherine. Organizational communication: approaches and processes 6th ed., c2012. Economics Carbaugh, Robert J. Global economics 13th ed., c2011. McEachern, William A. Macroeconomics principles: a contemporary introduction 9th ed., c2012. Marketing Baile, Matthew. Internet marketing: an hour a day, c2011. Belch, George E. Advertising and promotion 9th ed., c2012. De Mooij, Marieke. Consumer behavior and culture: consequences for global marketing and advertising 2nd ed., c2011. Ferrell, O. C. Marketing management strategies 5th ed., c2011. Hackley, Chris. Advertising and promotion: an integrated marketing communications approach 2nd ed., c2011. Harvard business reviews on reinventing your marketing, c2011. Kacou, Eric. Entrepreneurial solution for prosperity in BOP markets: strategies for business and economic transformation, c2011.
UE Today January-May 2012
COLLEGE OF ENGINEERING Engineering Engineering fundamentals & problem solving 6th ed., c2012. Systems engineering principles and practice 2nd ed., c2011. Civil engineering Caduto, Donald P. Geotechnical engineering: principles and practices 2nd ed., c2011. Childs, Dara W. Dynamics in engineering practice 10th ed., c2011. Dunn, Patricia F. Fundamentals of sensors for engineering and science, c2011. Eisley, Joe G. Analysis of structure: an introduction including numerical methods, c2011. Garrison, Philip. Basic structure 2nd ed., c2011. Haik, Yousef. Engineering design process 2nd ed., c2011. Handley, Brett A. Principles of engineering, c2012. Information technology in water and waste water utilities, c2011. Nash, William A. Schaum’s outlines strength of material 5th ed., c2011. Pro/Engineer wildfire 4.0 essentials, c2011. Vesilind P. Aarne. Hold paramount: the engineer’s responsibility and society, 2nd ed., c2011. Electrical engineering Arora, Ravindra. High voltage and electronic insulation engineering, c2011. Irwin, J. David. Engineering circuit analysis 10th ed., c2011. McPartland, Brian J. McGraw-Hill’s National Electrical Code 2011 Handbook 27th ed., c2011. O’Malley, John. Schaum’s outlines basic circuit analysis 2nd ed., c2011. Rosenberg, Paul. Guide to the 2011 national electrical code, c2011. Electronic engineering CWAP (Certified Wireless Analysis): official study guide, c2011. Davidson, David B. Computational electromagnetics for RF and microwave engineering 2nd ed., c2011. Frikha, Mounir. Ad Hoc network: routing quality of service, and optimization. London: ISTE, c2011. Fundamentals of LTE, c2011. Gates, Earl D. Introduction to electronics 6th ed., c2012. Hersent, Olivier. IP telephony: deploying VoIP protocols and IMS infrastructure, c2011. IT essential: PC hardware and software companion guide 4th ed., c2011. Molisch, Andreas F. Wireless communications 2nd ed., c2011. Roberts, Michael J. Signals and systems: analysis using transform methods and MATLAB 2nd ed., c2012.
the professional, c2011. Early childhood education Whalley, Mary E. Leading practice in early years setting 2nd ed., 2011 Education management Picciano, Anthony G. Educational leadership and planning for technology 5th ed., c2011. Tummers, Nanette E. Teaching stress management: activities for children and young adults, c2011. Sacred and secular tension in higher education: connecting parallel universities, c2011. Music Brill, Mark. Music of Latin America and the Caribbean, c2011. Nutrition Morris, Jacqueline C. Dietitian’s guide to assessment and documentation, c2011. Perritano, John. The truth about physical fitness and nutrition, c2011. Wardlaw, Gordon M. Contemporary nutrition: functional approach 2nd ed., c2012. Physical Education Berg, Kristian. Prescriptive stretching, c2011. Cartwright, Lorin A. Fundamentals of athletic training 3rd ed., c2011. Garman, Judi. Softball: skills and drills 2nd ed., c2011. Morris, Jacqueline C. Dietitian’s guide to assessment and documentation, c2011. Mulqueen, Tim. The complete soccer goalkeeper, c2011. Perritano, John. The truth about physical fitness and nutrition, c2011. Pfeiffer, Ronald P. Concepts of athletic training 6th ed., c2012. Torbert, Marianne. Secrets to success in sport and play: a practical guide to skill development 2nd ed., c2011. Special aspects of education Handbook of special education, c2011. Vinson, Betsy Partin. Preschool and school age language disorder, c2012. Theory and practice of education Burley, Suzanne. Mentoring and coaching in schools: professional learning through collaborative inquiry, c2011. Hodge, Elizabeth. The virtual world handbook, c2011. Levey, Sandra. Language development: understanding language diversity in the classroom, c2011. McAfee, Oralie. Assessing and guiding young children’s development and learning, 5th ed., c2011. McArdle, Geri. Instructional design for action learning, c2011. Midlock, Stephen F. Case studies for educational leadership: solving administrative dilemmas, c2011.
Midwinter, David. Positive placements: making the most of your educational placement, c2011. O’Meara, Jodi. RTI with differentiated instruction, grade 6-8: a classroom teacher’s guide, c2011. COLLEGE OF FINE ARTS Architecture Anderson, June. Architectural design, c2011. Cann, Shashi. Rethinking design and interior: human beings in the built environment, c2011. Harwood, Buie. Architecture and interior design: an integrated history to the present, c2012. Kleiner, Fred S. Gardner’s art through ages: a global history 13th ed., c2011. Mitton, Maureen. Residential interior design: a guide to planning spaces 2nd ed., c2011. Tregenza, Peter. Daylighting: architecture and lighting design, c2011. Watkins, David. A history of western architecture 5th ed., c2011. Decorative arts (Graphic design) Arntson, Amy E. Graphic design basic, c2012. Bower, John. Introduction to graphic design methodologies and process: understanding theory and application, c2011. Koenig, Peter A. Design graphics: drawing techniques for design professional 3rd ed., c2012. Decorative arts (Interior design) Galindo, Michelle. Spanish interior design, c2011. Harwood, Buie. Architecture and interior design: an integrated history to the present, c2012. Lauer, David A. Design basics 8th ed., c2012. Fine arts (Photography) Hirsch, Robert. Exploring color photography: from film to pixels, c2011. Kelby, Scott. Professional portrait retouching techniques for photographers using photoshop, c2011. Lanscaster, Kurt. DSLR cinema: crafting the film look with video, c2011. Modrak, Rebejkah. Reframing photography: theory and practice, c2011. Supply chain management Kildow, Betty A. A supply chain management guide to business continuity, c2011. ELECTRONIC AND MULTIMEDIA COLLECTION Attenborough, David. State of the planet: the complete series [electronic resource], c2005.
The best of i-Witness vol. 5 [electronic resources], c2010. The best of reporter’s notebook [electronic resources], c2011. In the beginning [electronic resources], c1999. (REF) Manila 1945: the forgotten [electronic resource atrocities [electronic resources], c2007. Meltdown: a global warming journey with Paul Rose [electronic resource], c2009. Noah’s ark [electronic resource], 1999. Secret war in the pacific [electronic resource], c2006. The ten commandments [electronic resource], c2005. Warning from the wild [electronic resource], c2009.