Exploring framing strategies for advocating Filipino tabletop games on facebook: The Ludus Distributors Corporation approach

• Main Authors: Javier, Alejandro Jose C., Razon, Francisco B., Seballa, Robert Aaron T.
• Format: text
• Language: English
• Published: Animo Repository 2024
• Subjects: Social media; Games > Philippines; Organizational Communication; Social Media
• Online Access: https://animorepository.dlsu.edu.ph/etdb_comm/76; https://animorepository.dlsu.edu.ph/context/etdb_comm/article/1169/viewcontent/2024_Javier_EtAl_Exploring_Framing_Strategies_for_Advocating_Filipino_Tabletop_Gam.pdf
• Institution: De La Salle University

The Philippine tabletop gaming industry remains relatively small, with Filipino tabletop games (TTGs) often overlooked. Ludus Distributors Corporation (Ludus) advocates for the appreciation of Filipino TTGs and the expansion of the local industry through its ‘Larong Atin’ brand. Guided by Framing theory (Benford & Snow, 2000; Lin, 2012), the study will explore the strategies utilized by Ludus on Facebook (FB) that describe challenges, solutions, and collective action in the industry, aiming to understand how these framing activities affect the organization’s communication of its advocacy goals with its stakeholders. Through textual analysis, the researchers will examine the advocacy videos, photos, and texts from November 2018 to March 2024 on Larong Atin’s FB. In-depth interviews with select organizational members will also be conducted. Overall, this study can add to the knowledge of organizational communication in the digital age while exploring its intersection with game studies and providing insights into improving stakeholder relations.Keywords: framing, advocacy, engagement, Facebook, game studies, tabletop games