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Why it's more fun here : an iconological analysis on the representation of fun in DOT'S 'Meme' TVC (It's more fun in the Philippines International Campaign) / Angellika B. Divinagracia

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Divinagracia, Angellika B [author]

Material type: Text

TextDescription: 106 leavesSubject(s):

Communication Arts -- Media arts

Dissertation note: Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao Abstract: Last April 20, 2012, the Department of Tourism released their first international TVC, entitled ?MEME?, for their current tourism branding campaign. ?It?s More Fun in the Philippines? which highlights Filipinos as the country?s main asset. This study, Why It?s More Fun Here: an Iconological Analysis on the representation of fun in DOT?s ?MEME? TVC (It?s More Fun in the Philippines International Campaign), analyzed the 15 memes using Panofsky?s Iconology to determine how each meme told why it?s more fun in the country and how its represented the Filipinos. The study was divided into three sections patterned after Gillian Rose?s Three Sites of Meaning: Site of Production, Site of Image, and Site of Audiencing. The Site of Production looked into the Department of Tourism?s intention and goals in creating the campaign and how memes as a medium contributed to the meaning of the TVC. The Site of Imaging was where the fifteen memes analyzed. The analysis revealed some Filipino traits and behaviors which are indeed known for. Lastly, the Site of Audiencing looked into the perceptions of international community towards the Philippines by examining factors that affect tourist arrivals in the country. Winning over to eliminate the unfavorable perceptions that our neighboring countries have towards us. This study proved of effectiveness of memes as a medium and the use of social media as a tourism marketing strategy.

List(s) this item appears in: BA Communication Arts

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Item type	Current library	Collection	Call number	Status	Date due	Barcode
Thesis	University Library Theses	Room-Use Only	LG993.5 2013 C54 D58 (Browse shelf(Opens below))	Available		3UPML00024533
Thesis	University Library Archives and Records	Preservation Copy	LG993.5 2013 C54 D58 (Browse shelf(Opens below))	Not For Loan		3UPML00036685

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Previous	LG993.5 2013 C54 C65 Pagpangandam sa Katalagman : designing a disaster preparedness Information, Education and Communication(I.E.C.) wall calendar for households in Davao City /	LG993.5 2013 C54 D45 Juan's upon a time : an iconological analysis on the development of Juan dela Cruz as an icon in media and advertising /	LG993.5 2013 C54 D55 A case study on the crisis management strategies of Tacurong City Peace and Order Council (TCPOC) on the Maguindanao Massacre (2009) and the Tacurong City roadside car bombing (2011) /	LG993.5 2013 C54 D58 Why it's more fun here : an iconological analysis on the representation of fun in DOT'S 'Meme' TVC (It's more fun in the Philippines International Campaign) /	LG993.5 2013 C54 E38 A case study documenting the various methods used by the local barangay unit of Matina Crossing in the post-crisis phase of the Davao City flash flood /	LG993.5 2013 C54 G35 Taking products of scientific research from the lab to the public : a communication plan to build the image of sago noodles as a consumer product /	LG993.5 2013 C54 G356 Iskonexus : designing the websites for the UP Mindanao colleges /	Next

Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao

Last April 20, 2012, the Department of Tourism released their first international TVC, entitled ?MEME?, for their current tourism branding campaign. ?It?s More Fun in the Philippines? which highlights Filipinos as the country?s main asset. This study, Why It?s More Fun Here: an Iconological Analysis on the representation of fun in DOT?s ?MEME? TVC (It?s More Fun in the Philippines International Campaign), analyzed the 15 memes using Panofsky?s Iconology to determine how each meme told why it?s more fun in the country and how its represented the Filipinos. The study was divided into three sections patterned after Gillian Rose?s Three Sites of Meaning: Site of Production, Site of Image, and Site of Audiencing. The Site of Production looked into the Department of Tourism?s intention and goals in creating the campaign and how memes as a medium contributed to the meaning of the TVC. The Site of Imaging was where the fifteen memes analyzed. The analysis revealed some Filipino traits and behaviors which are indeed known for. Lastly, the Site of Audiencing looked into the perceptions of international community towards the Philippines by examining factors that affect tourist arrivals in the country. Winning over to eliminate the unfavorable perceptions that our neighboring countries have towards us. This study proved of effectiveness of memes as a medium and the use of social media as a tourism marketing strategy.

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