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Living up to its fourth function Photo by RBVillar

CDC helps Ondoy victims

With “public service” being the University’s fourth function, the College of Development Communication (CDC) organized an emergency relief operation for affected barangays in Los Baños, Laguna on September 28. CDC coordinated with the UPLB Office of the Vice Chancellor for Community Affairs (OVCCA) and local government units in generating and distributing aids for Ondoy victims. The College, assisted by mobile phone technology, was able to organize a volunteer group composed of CDC staff and students. Members of the CDC faculty, research and extension personnel, and the administrative staff together with the CDC Student Council, CDC Web Development Team, CDC Graphos, and UP Alliance of Development Communication Students (UP ADS) brought used clothes and groceries and took part in distributing the goods. The Municipal Social Welfare Development Office (MSWDO) of Los Baños assisted the College in distributing rice, groceries, and bottled water to about 100 families in selected evacuation centers namely Lalakay Elementary School, Bambang Elementary School, and Brgy. Baybayin Barangay Hall. CDC also assisted OVCCA in coordinating with the Los Baños Mayor’s Office in providing bottled water and groceries to the municipality’s stock of relief goods to be distributed to the affected barangays.

A child evacuee at Lalakay Elementary School patiently waits for her relatives who are waiting in line for the relief goods distributed by the College of Development Communication on September 28, 2009 at Barangay Lalakay covered court.

Mayor Caesar P. Perez expressed his gratitude to OVCCA, CDC, and the student groups for their assistance in the relief operations. Mayor Perez encouraged the coordination of all assisting parties with the local government for the efficient distribution of relief goods in affected barangays. [G] RBVillar

CDC joins UPLB Centennial Torch Parade The staff and students of the College of Development Communication (CDC) joined other UPLB units for the Centennial Torch Parade on September 22. The parade themed UPLB Alumni: Unity Towards UPLB’s Second Century, was part of UPLB’s pre-Centennial Loyalty Day Kick Off celebration.

Dean Cleofe S. Torres, College Secretary Rhodora Ramonette M. de Villa, and Department Chairs Rosa Pilipinas Fadri-Francisco (DDJ), Edmund G. Centeno (DEC), and Hermilea Marie C. Castillo (DSC) led the lighting of the torch leading to the CDC cauldron. They were joined by Dr. Serlie B. Jamias, Prof. Ma. Stella C. Tirol, Prof. Maria Teresita B. Osalla, Prof. Romel A. Daya, and Prof. Elmer Harold O. Grande.

Garbed in the college’s trademark red color and carrying red candles, the CDC contingent congregated with nine other degree granting colleges of UP Los Baños at the Freedom Park for the symbolic cauldron lighting ceremonies. Each college assigned ten people to light the ten torches leading to the cauldron representing their College.

UP President Emerlinda R. Roman graced the event along with UPLB Chancellor Luis Rey I. Velasco. Former UPLB Chancellors Ruben L. Villareal and Ruben B. Aspiras, and the UPLB Jubilarians were also present in the occasion. Mr. Cenon Flor Cruz, a BS Sugar Technology student who graduated in 1935, was the oldest UPLB alumnus present. Mr. Cruz was honored as the final torchbearer for UPLB’s first centennial. CDC’s Mark Lester M. Chico and Prof. Naomi M. Enriquez of the College of Arts and Sciences were the hosts for the event. HDLMercado


Photo by IRVBautista

DDBT conducts SOAs on food business, cooperatives, backyard gardening One hundred and sixty-one School-on-the-Air (SOA) participants from various parts of Laguna did not let Ondoy’s wrath keep them from receiving their Certificates of Graduation on September 28 and October 3 at the College of Development Communication (CDC) Lecture Room 1. The breakdown of the 161 students are as follows: 70 for small food businesses; 41 for establishing cooperatives; and 50 for backyard gardening. They were equipped with the knowledge and skills that they can use to start their own livelihood. The SOA or Paaralang Panghimpapawid is a major output in DEVC 133 (Broadcast-Based Distance Learning Systems) laboratory classes of the Department of Development Broadcasting and Telecommunication (DDBT). The course is offered every first semester to junior BS Development Communication students. This semester, 76 students composed four SOA laboratory sections handled by DDBT Instructors Mark Lester M. Chico, Joclarisse E. Albia, and Aiza M. Balinos. Prof. Ma. Teresita B. Osalla, an assistant professor from DDBT, handled the DEVC 133 lecture class. The students who implemented the SOAs were divided into two groups: the lesson team (LT) and implementation team (IT). The lesson team coordinates with their radio teachers and the partner agencies to develop the lessons and produce modules, broadcast scripts, and record the broadcast. The implementation team, on the other hand, visits the participating communities. They gather feedback forms and quizzes, directly interacting with the participants.

SOA participants from various parts of Laguna register for the graduation ceremonies held at the CDC Lecture Room 1 on September 28, 2009.

This semester’s SOAs were conducted in Bay, Calauan, Pila, San Pablo City, and Victoria in Laguna. Based on identified needs of the communities, the three SOAs produced this semester focused on establishing food businesses, cooperatives, and backyard gardening. The participants of the SOA on establishing food business were mostly women, particularly mothers. Dr. Esther Joy N. Arroyo and Dr. Wilma A. Hurtada from the Institute of Human Nutrition and Food (IHNF) of the College of Human Ecology (CHE) and Prof. Faustino Q. Arrienda II from the College of Economics and Management (CEM) were the radio teachers.They shared recipes of popular street foods and discussed how to start small food businesses. Meanwhile, University Extension Specialist Anselma C. Manila and Assistant Professor Winifrida David-Medina from the Agricultural Credit and Cooperative Institute (ACCI) were the radio teachers for Continued on page 3

SEARCA’s Tallafer talks about PR for DevCom

The seminar entitled “Public Relations in Development Organizations,” marked the third and last of the Department of Development Journalism (DDJ) Seminar Series for the semester. The seminar was held on September 17 at the CDC Lecture Room 1.

of their organization. In describing PR in development organizations, Tallafer said that their mandate, which is “development”, shapes the work of the PR person.

Tallafer said that the challenge for PR practitioners in development organizations not only lies in “staying focused on Ms. Lily L. Tallafer, the Networks and communicating development, but also in Linkages Coordinator of the Southeast balancing this with the need to market one’s Asian Regional Center for Graduate Study organization to generate support for it.” and Research in Agriculture (SEARCA), She emphasized that one needs to keep was the resource person for the event. his/her integrity as a communicator—not She explained that all members of an exaggerating anything and certainly not lying. organization are actually doing a bit of PR work since they carry the name When asked what characteristics aspiring

PR people need to have, Ms. Tallafer enumerated diligence, discipline with deadlines, professionalism, and good writing skills—because, she says, “It all boils down to writing.” An alumna of CDC, Ms. Tallafer majored in Development Journalism and graduated cum laude in 1985. Since then, she has worked for SEARCA, beginning as an editorial assistant for the internal and official newsletters of the organization. She was the senior executive assistant from 1998-2009, and in July 2009 she was appointed as special projects coordinator. [G] VJRElla

The numbers are in

BSDC Batch ‘08 makes its major decision

One hundred twenty-eight sophomore BS Thirty-six students agreed that Educational Development Communication students Communication “ruled” and 44 students made have made their decision on what major to Science Communication their “one love”. specialize in. Prof. Rhodora Ramonette de Villa, the College With a more even distribution between the Secretary, explained that the more even four fields, 25 made the “write” decision distribution of majors is a good indication with Development Journalism because it means that the students are getting and 25 went “broad” with more interested in areas such as science and Community Broadcasting. writing.


Professor de Villa also acknowledged the contribution of Major Problem, an annual event organized by the CDC College Student Council (CSC), in cooperation with the different departments of the College, and the Office of the College Secretary, to help the students select their fields of specialization. [G] MECastor

Sole harpist, singer-songwriter in Asia graces CDC

Noelle Cassandra, Asia’s only harpist, singer, and songwriter visited CDC as a guest of Radyo DZLB’s Pinoy Sounds last September 7 and 9.

Pinoy Sounds is a program hosted by Mark Lester M. Chico, an instructor from the Department of Development Broadcasting and Telecommunication (DDBT), that airs during Mondays and Wednesdays from 9 to 10 am. Mr. Chico was accompanied by another DDBT instructor Aletheia G. Canubas and Juvy N. Gopela, a University Extension Associate in his program. Cassandra is a Canada-based Filipina harp player who serenades her listeners with classical pop. She came to Los Baños with her harp that is about 5’6 feet.It took four men to transfer and set it up at the Radyo DZLB broadcast booth. “Suntok sa buwan yun,” Mr. Chico exclaimed. He did not expect that Noelle would respond positively to his electronic mail message. According to him, he decided to invite her as guest of his program when he first heard her at “Good times with Mo”. He added that Noelle is truly special because only few people can play the harp, sing, and compose songs at the same time. In the interview, Noelle shared that she was only four when she started playing the harp. Cassandra identified her mother and manager Roxanne, a frustrated harp player, as her influence. During the program, she sang her original composition entitled Amazing. She also sang The Gift with Mr. Chico. Noelle Cassandra also performed for Harp Beats and Strings: A Benefit Concert for the UPLB Healthy Lifestyle Project at the DL Umali Hall in UP Los Baños on October 6. The concert is part of the line up of activities for the DEVC 208 (Communication, Social Marketing, and Social Mobilization) class, a graduate course offered by CDC every semester. [G] MJLCantong

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the SOA on establishing cooperatives. They taught the participants how to start and maintain an efficient cooperative. The participants of the SOA on establishing cooperatives included members of associations who want their associations to become cooperatives such as the Puypuy Farmers’ Association, Samahan ng mga Kababaihan na Lingkod ng Bayan ng Calauan, and Pila Public Market Multi-Purpose Cooperative. The SOA aims to assist the associations in establishing themselves as cooperatives. This way, the organization can avail of the assistance offered by programs from the government and non-government organizations such as financial assistance and skills development trainings.

KULAS Abrenilla

on DevCom and advertising Nicolas Gabriel V. Abrenilla is a BS Development Communication graduate who is making his name known in the field of advertising. Kulas majored in Educational Communication and took Agricultural Economics for his technical electives.. During college Nicolas, more fondly referred to as “Kulas”, has established himself as an authority in graphics design and video editing. He had a knack for developing out-of-the-box concepts and package them in a video. With his activity and acumen in graphics design, it was no surprise that Kulas ventured into advertising. It was not long before his peers in advertising started noticing his work. Kulas, together with his partner Peepo David, won the Creative Guild Young Lions Award of Young Kidlat Competition 2009 last March in Boracay. As the winners, they represented the Philippines in the Cannes Young Lions Competition last June in France. Although the tandem did not win in Cannes, they returned to the country with priceless insights and experiences. Kulas said that competing with the best advertisers in 45 countries was enough to make them proud. On September 18, Kulas bagged the bronze medal in the Young Spikes 2009 Competition with collaborator Aston Martin Aquino in Singapore. Spikes Asia is the first Asian advertising festival and competition for creatives under 28 years old.

Kulas looks at the awards he has received as his way of helping the college to be known in the advertising world. According to him, the people in the field of advertising are expected to come from the College of Fine Arts in UP Diliman. Whenever he is asked about CDC, he always shares that “it is like advertising but with a different product to sell.” On the other hand, the radio teacher for the SOA on backyard gardening was Mr. Ferdie Aquino of Food Always in the Home (FAITH), a nonAccording to Kulas, one important thing he learned from government organization based in Sta. Cruz, Laguna. Mr. Aquino CDC is knowing your audience, which he found of great discussed how to start, maintain, and earn income out of vegetable importance in advertising. In his projects, Kulas puts premium gardens. to the context of their audience – their clients - in designing appropriate and effective messages for the advertisement they According to Mr. Chico, the SOA on backyard gardening helps ensure that produce. Kulas, however clarified that the difference is the the participants will always have food on their tables. More importantly, the “product” each field is selling - and the purpose for selling. participants can also profit from their own produce. Aside from his academic outputs, the Alliance of Development “We hope that they [participants] can use the things they learned and Communication Students (UP ADS), also we want to thank them for their active participation, making all these served as the legatee of Kulas’ creations, which successful,” emphasized Mr. Chico, one of the DEVC 133 laboratory ranged from posters to video presentations. instructors. Continued on page 4 Kulas served as the director of UP ADS for academic year 2006 – 2007. [G] JVOArapeles



The CDC website is one of the first websites established in the University of the Philippines Los Baños. Site visitors come from more than 30 countries in Asia, Europe, Africa, and the Americas. On the average, the College website registers about 50, 000 hits monthly. From its early days, the College website has grown into a highly functional medium, linking students, staff, and visitors with the information they need.

The College website is designed to cater to four audiences: (1) registered and prospective students; (2) CDC staff; (3) alumni; and (4) guests or parties interested in development communication. Feedback enables the developers to continuously improve its features and efficiency. For prospective students, the site offers a glimpse of what CDC does. It provides information about the College’s academic programs, courses offered, student activities, and faculty and staff including their photographs, contact details, and areas of specialization. The site is also home to a series of videos about development communication and testimonials from students, faculty, and CDC pioneers. For registered BS Development Communication students, the CDC website is a bank of services and information. The site links students to the College’s online and library services. Part of the CDC Online Services are links to the SystemOne Online Registration, CDC Webmail, UPLB Webmail, and IT Services. For the CDC staff, the website is a convenient storage medium for electronic files such as travel request forms, statement of assets and liabilities, performance evaluation forms, personal data sheet, performance output forms, among others.


The Alumni Registry is another distinct feature of the CDC website. The Registry is an effort of the College to connect with its graduates. Through the Registry, the College hopes to build and maintain an extensive network of alumni. From its launch in December 2008, the registry now has 422 registered alumni some of whom graduated as early as 1972. According to Mr. Sherwin Joseph C. Felicidario, the CDC Systems Administrator, the College website is ahead of other unit website in terms of its range of features. Mr. Felicidario, also a University Extension Associate and CDC content manager, added that the site continues to expand its services based on the findings of their regular feedback gathering. The designers of the site apply the participatory content development approach in coming up with features for the site. Currently, the website administrators are collaborating with the different offices and departments in CDC in designing features that can be added to the website to better cater to the needs of CDC students. One product of such collaboration is the online plan of study for sophomore students, which was implemented in September 2009.The web administrators are also coming up with a new look for the College website. With this new look come more features that would help increase the efficiency of knowledge management in the College. These developments can be credited mainly to the Department of Science Communication (DSC) with the CDC Web Development Team (CDC WebTeam). Come December 2009, the improved design for the CDC website will be unveiled. Through its website, CDC has gone global in promoting development communication. More than just providing information, the CDC website has been a source of pride for the College. [G] MJLCantong


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College from the time it was formed in 2002. “We exist to assist the College in all IT-related matters in support of instruction, research, and extension,” Felicidario explained. He added that the team is well-guided and supported by the College.

The SOA participants were able to develop their entrepreneurial skills, offering a sustainable source of income. Through the SOAs, the College stays true to promoting “entrepreneurship”, one of the four CDC values.

The WebTeam can be found doing their work at the Information Technology Resources Unit (InfoTRU). InfoTRU not only serves as a workplace but also as a place of refuge Proactive, responsive, and dedicated, the CDC for the team members. The bond shared by WebTeam has played an essential role in designing members of the WebTeam goes beyond the the College information systems. The team is also hours they spend working for the College. tapped in various CDC projects and activities. The Aside from being co-workers, the WebTeam CDC WebTeam is under the direct supervision of members have formed a friendship and the University Extension Associate and Systems they enjoy spending time with team mates, Administrator, Mr. Sherwin Joseph C. Felicidario. scouting for reasonably priced food, and Instructors Joclarisse E. Albia, Aldo Gavril T. Lim, supporting each other in academic matters. and Ricarda B. Villar serve as consultants for the team while the chair of the Department of Science For seven years, the CDC Web Development Communication (DSC), Prof. Hermilea Marie C. Team remains one of the most productive Castillo and Dean Cleofe S. Torres serve as the units of the College. It has proved that CDC WebTeam advisers. The WebTeam is under student-staff collaborations can be sustained DSC. by a shared benefit – human resource for the college and extensive training for the student From website maintenance, IT plan development, and in the process, developing a sense of conduct of IT trainings, and organization of activities, family among its members.[G] MJLCantong the CDC WebTeam has expanded its role in the

CDC continues to train its students into becoming DevCom practitioners. DevCom enriches students with skills in designing and implementing development-oriented activities that present sustainable solutions to address the needs of a specific audience segment . [G] LDEPadilla

Behind is a volunteer group of students known in the College as the CDC Web Development Team (CDC WebTeam). It is composed of 12 student members and three apprentices distributed among seven subunits namely: (1) Training and Professional Development; (2) Content Management; (3) Technical and Network Services; (4) Research and Development; (5) Creative Communications; and (6) Programming and Systems Administration; and (7) Operations.




DevComM@il September 2009  

DevComM@il September 2009

DevComM@il September 2009  

DevComM@il September 2009