Raise your rainbow flag!: A digital communication strategy for Pinoy Deaf Rainbow's active public

• Main Authors: Rivera, Kester Benedict Bautista, Ong, John Luigi Lim, Reyes, Hazel Denise Asuncion
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Discrimination; Deaf gay people; Communication in organizations; Digital communications; Pinoy Deaf Rainbow; Organizational Communication
• Online Access: https://animorepository.dlsu.edu.ph/etdb_comm/65; https://animorepository.dlsu.edu.ph/context/etdb_comm/article/1104/viewcontent/2023_Ong_Reyes_Rivera_Raise_your_rainbow_flag___A_digital_communication_strategy_Full_text.pdf
• Institution: De La Salle University

This production thesis tackles Pinoy Deaf Rainbow’s organizational communication problem on how they are unable to effectively communicate with their active public, LGBTQIA+ Deaf individuals, due to the organization’s lack of understanding of their active public’s communication behaviors and perspectives on Double Discrimination. Utilizing Grunig’s situational theory of publics, the active public’s behaviors and perceptions were determined and classified. With this information, along with the data from the communication audits conducted, a Digital Communication Strategy was created to address the organizational communication problem. This strategy included the creation of various online publicity materials, videos, a website, and a digital communication strategy manual that are tailored to PDR active public’s communication behaviors and perception. This production thesis extends the practical application of STP in Filipino advocacy organizations that deal with intersectionality issues and seeks to amplify the experiences of the marginalized communities.