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_aCamille Jane I. Cariaga, Meia Angela E. Deniega , Roxette C. Lingatong, Hannah C. Santioque.
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_aA study on the level of awareness of NCCA'S Philippine Arts Festival among selected public and private high school students in the City of Manila: a basis for PR campaign.
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_cMarch 2016.46
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_c28 cm.
_a184 pp.
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_atext
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_aUndergraduate Thesis: (Bachelor in Mass Communication) - Pamantasan ng Lungsod ng Maynila, 2016.
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_aABSTRACT: The Presidential Proclamation No. 683s, 1991 declares the month of February every year as the National Arts Month. In response to the proclamation, the National Commission for Culture and the Arts (NCAA) serving as the major grants-giving agency for the preservation, development and promotion of Philippine arts and culture has been heading the celebration of National Arts Month since year 2000 up to present and in year 2007, the celebration of National Arts Month began to be called the Philippine Arts Festival. The study aimed to determine the Level of Awareness of NCCA's Philippine Arts Festival among Selected Public and Private High School Students in the City of Manila as a basis for a Public Relations Campaign. It specifically sought to know their awareness towards its general information, vision, mission, objectives and particular activities. It utilized the descriptive research to obtain information concerning the situation, acquired the principles of Constructivism theory and involved the use of both qualitative and quantitative approach in gathering information. It used the qualitative approach for conducting the interviews and also quantitative approach through surveys. A survey was conducted among the six (6) legislative districts of the city of Manila having two schools representing each district. Twenty random high school students per school with a total of 240 were selected as respondents using the simple random sampling technique. Meanwhile, key informants from the office of NCCA, Divisions of the Schools in the City of Manila, Roman Catholic Archdiocese of Manila and various MAPEH departments of the selected schools were interviewed to support the study. The information gathered showed that majority of the secondary schools failed to participate in the celebration of the Philippine Arts Festival because they are unaware of the celebration itself. In general, out of twelve (12) schools selected as respondents, there were only two (2) schools actively participating in the celebration of National Arts Month in cooperation with NCAA; proving that students only possess a moderate level of awareness in all aspects of Philippine Arts Festival. Thus, the researchers concluded that there's a need to reinforce utmost awareness especially to the National Commission for Culture and the Arts (NCCA) as the main organizer of the said program. It was also concluded that their low level of awareness is due to the following reasons: Poor information dissemination, the existing problem in the communication process between public and private schools and NCAA, failure to receive the memorandum, the conflicting schedule of school calendar, other organizations also conducting arts festivities and its lack of equipment and instructors. Therefore, the researchers came up with a Public Relations Campaign that will encompass the available platforms to effectively reach wider audience. The campaign is entitled START-ART from the words start and art and aims to promote February as the National Arts Month through the celebration of Philippine Arts Festival by targeting the high school students to freely express themselves through starting art and taking it as their form of participation.
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