EFFECTIVENESS OF DAGUPAN CITY DISASTER RISK REDUCTION

MANAGEMENT OFFICE BROCHURES TO THE SAFETY

AWARENESS OF FAMILIES IN COASTAL BARANGAYS

RENATO J. GABRIEL JR.

SUBMITTED TO THE FACULTY OF THE OPEN UNIVERSITY

BENGUET STATE UNIVERSITY, LA TRINIDAD, BENGUET
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF

MASTER IN DEVELOPMENT COMMUNICATION

MAY 2019

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 Contribution No. MDC 2019-050-257

Republic of the Philippines

BENGUET STATE UNIVERSITY
La Trinidad, Benguet

OPEN UNIVERSITY

This thesis hereto attached, entitled EFFECTIVENESS OF

DAGUPAN CITY DISASTER RISK REDUCTION MANAGEMENT

OFFICE BROCHURES TO THE SAFETY AWARENESS OF FAMILIES IN

COASTAL BARANGAYS, prepared and submitted by RENATO J.

GABRIEL JR. in partial fulfillment of the requirements for the degree of

MASTER IN DEVELOPMENT COMMUNICATION, is hereby accepted.

CHRISTINE GRACE S. FUCHIGAMI, MDC MICHELLE B. GATAB-LARUAN, MDC

Member Member
Date Signed: ____________ Date Signed: _____________

SHEILA MARIE SINGA-CLAVER, MDC

Adviser
Date Signed: _____________

Accepted as partial fulfillment for the partial requirements for the

degree MASTER IN DEVELOPMENT COMMUNICATION.

ROMEO A. GOMEZ, JR., PhD

Dean, Open University
Date Signed: ____________
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 CERTIFICATION

This is to certify that all sources used in this dissertation have

properly acknowledged or duly cited.

This is to certify that the proposed study is an original method

undertaking and has not been copied from previous work.

RENATO J. GABRIEL JR.

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 ACKNOWLEDGMENTS

The researcher hereby owes his overwhelming gratitude to all who

supported and contributed to make this study possible. He give thanks to

his ever helpful and accommodating adviser, Ms. Sheila Marie S. Claver,

MDC for giving her unrelenting support that made the thesis writing

process easier and tolerable. My panel members, Ms. Christine Grace S.

Fuchigami, MDC and Ms. Michelle B. Gatab-Laruan, MDC for their

critiques, suggestions and recommendation for the improvement of this

study. The researcher also extends his gratitude to the Assistant Director

Dr. Leonard T. Apilis and Open University Director Dr. Romeo A. Gomez,

Jr. for their guidance and encouragement. Much appreciation is also given

to the members of the Dagupan City Disaster Risk Reduction

Management Office as well as the respondents who were willing to spend

their time for this study. The researcher would also like to thank his family

for their advice, assistance and financial support. Likewise, to his friends

and colleagues who had given their support so he can accomplish this

study. Lastly, his greatest gratitude to the Almighty God for giving him

strength to finish this task.

RENATO JUNIO GABRIEL JR.

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 ABSTRACT

RENATO JUNIO GABRIEL JR., May 2019. Effectiveness of

Dagupan City Disaster Risk Reduction Management Office Brochures to

the Safety Awareness of Families in Coastal Barangays. Benguet State

University. La Trinidad, Benguet.

Adviser: Sheila Marie S. Claver, MDC

The Philippine Disaster Risk Reduction and Management Act of

2010 prioritized the development and dissemination of Information,

Education, and Communication Materials. In Dagupan City, most

especially in the coastal barangays, the City Disaster Risk Reduction

Management Office (CDRRMO) distributes brochures to ensure safety of

Dagupeños in times of disaster. The brochures focus on environmental

hazards such as tsunamis, earthquakes, typhoons and floods as well as

means on how people can prepare for them. This current study focuses on

determining the effectiveness of the CDRRMO brochures on the safety

awareness of families in the coastal barangays of Dagupan City. The

study included 371 respondents from the three coastal barangays,

namely: Bonuan Binloc, Bonuan Boquig, and Bonuan Gueset. A mixed

method design was utilized in the study. A survey was administered to

elicit data the degree by which the respondents understood the content of

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the brochures and the perception of the respondents on the CDRRMO

brochures as to content, appropriateness, and presentation appeal.

Furthermore, an interview was conducted to further determine the extent

by which the materials help the respondents prepare for the

aforementioned disasters. The results show that the respondents have

strong positive perception with regard to the content, appropriateness, and

presentation appeal of the brochures. In addition, the respondents

generally agree that the materials really contributed to the increased

awareness and preparedness for the disasters of coastal barangay

residents. As suggested, more durable materials have to be used to

increase the longevity of the brochures.

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 TABLE OF CONTENTS

Page

Title Page ………………………………………………………………... i

Approval Sheet ………………………………………………………….. ii

Certification ……………………………………………………………… iii

Acknowledgments ………………………………………………………. iv

Abstract ………………………………………………………………….. v

Table of Contents ……………………………………………………….. vii

List of Tables ……………………………………………………………. x

List of Figures …………………………………………………………… xii

List of Plates ……………………………………………………………. xiii

INTRODUCTION ……………………………………………………..... 1

Background of the Study ………………………………………. 1

Conceptual Framework ………………………………………… 5

Statement of the Problem ……………………………………… 15

METHODOLOGY ………………………………………………………. 17

Research Design ………………………………………….......... 17

Population and Locale of the Study …………………………… 18

Data Collection Instrument ………………………………..…… 22

Data Collection Procedure …………………………………...... 23

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 Page

Treatment of Data ……………………………………...…..…… 29

RESULTS AND DISCUSSION ………………………………………... 31

The Profile of the Respondents ……………………………….. 31

Respondents’ Exposure to the Different

CDRRMO Brochures …..………………………....................... 38

The Respondents’ Degree of Understanding

to the Messages Conveyed in the
Different Brochures ………………………..………………….... 47

Perception of the Respondents to the

Different Safety Preparedness
Brochure ………………........................................................... 59

Suggestions of the Respondents on

How to Improve the CDRRMO
Brochures ……………………………………………………… 91

Analysis of the Differences Between

the Respondents’ Degree of
Understanding and their
Profile …………………………………………………………….. 98

Summary ………………………………………………………… 104

CONCLUSIONS AND RECOMMENDATIONS ……………………… 111

Conclusions ……………………………………………………… 111

Recommendations …………………………………………….... 113

LITERATURE CITED …………………………………………………... 116

APPENDICES …………………………………………………………… 126

A Survey Questionnaire ………………….………….………… 126

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 Page

B Interview Questions ……………………………….…........... 135

C Transcript of Interviews ……………………………………... 137

D Documentation ………………………………………………. 207

E Actual Tsunami Preparedness Brochure …………………. 208

F Actual Earthquake Preparedness Brochure ……………… 209

G Actual Flood and Typhoon Brochure ……………………… 210

H Actual 72-Hour Emergency Kit Brochure …………………. 211

BIOGRAPHICAL SKETCH …………………………………………….. 212

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 LIST OF TABLES

Table No. Page

1 Distribution proportion of sample

sizes per barangay ………….......................................... 20

2 Example of scale interval and

descriptive value of a
four-point scale ……………………………..…………….. 30

3 Distribution of the respondents

in terms of sex …………………………………………….. 32

4 Distribution of the respondents

in terms of age …………………………………………….. 33

5 Distribution of the respondents in

terms of highest educational
attainment …………………………………………………. 36

6 Distribution of respondents according

to their exposure to specific safety
awareness brochures……………………………………... 40

7 Distribution of respondents according

to the number of safety awareness
brochures they were previously
exposed to ……………………………………………….... 42

8 Distribution of respondents according

to the communication methods they
attribute their knowledge in
disaster preparation ………………...……………………. 44

9 Degree of understanding of the respondents

to the safety messages conveyed
in the tsunami preparedness
x
 brochure ………………………………….......................... 49

Page
10 Degree of understanding of the respondents
to the safety messages conveyed in the
earthquake preparedness brochure …………………….. 51

11 Degree of understanding of the respondents

to the safety messages conveyed in the
flood and typhoon preparedness
brochure ………………………………….......................... 54

12 Degree of understanding of the respondents

to the safety messages conveyed in the
72-hour emergency kit brochure ………………………… 56

13 Perception of the respondents to the

tsunami preparedness brochure ……………….............. 61

14 Perception of the respondents to the

earthquake preparedness
brochure ………………………………….......................... 65

15 Perception of the respondents to the

flood and typhoon preparedness
brochure ………………………………….......................... 71

16 Perception of the respondents to the 72-hour

emergency kit preparedness
brochure ………………………………….......................... 75

17 Analysis of the differences between the

respondents’ degree of understanding
on the different brochures and their
profile ……………………………………………………..... 99

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 LIST OF FIGURES

Figure No. Page

1 The protective action decision model

(Lindell & Perry, 2012)………………………………… 7

2 The participatory development communication

model (Bessette, 2004) ………….............................. 10

3 The situational theory of publics model

(Kim & Grunig, 2011)………………………………….. 12

4 The research paradigm of the study.…………........... 14

5 Map of Dagupan City where arrows indicate

the location of the three coastal barangays
of Dagupan City (Google Maps, 2018) ……………… 19

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 LIST OF PLATES

Plate No. Page

1 Tsunami family disaster preparedness

brochure ………………..………….............................. 24

2 Earthquake family disaster

preparedness brochure ………………………………. 25

3 Flood and typhoon family disaster

preparedness brochure ……………………………..... 26

4 72-hour emergency kit brochure ............................... 27

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