BSU The NEU Lipa - February 2025
Presented by Group 4 3205
BSU The NEU Lipa - February 2025
ABSTRACT
BSU The NEU Lipa - February 2025
According to PAWS Philippines, the responsibilities of a pet owner must know RA 8485,
The Animal Welfare Act of 1998 Section 6. It shall be unlawful for any person To neglect
to provide adequate care, sustenance, shelter, or maltreat any animal.
The large population of dogs in Luta Del Norte causes these animals to neglect and
abandon their existence as it's identified as unowned dogs. Developing aggressive
behavior that feels threatened, causing them to attack other animals and humans.
Residents in the community complaining of multiple issues, including an unsafe
environment due to unleashed dogs and unsanitary and foul-smelling areas that cause
multiple diseases.
BACKGROUND
BSU The NEU Lipa - February 2025
According to the Philippine Statistics Authority (2021), the population of the Municipality
of Malvar as of May 1, 2020, is around 64,379 based on the Census of Population and
Housing (2020 CPH). Yearly, each barangay conducts a vaccination program wherein pet
owners are required to ensure their dogs are vaccinated.
Assessing how responsible dog ownership is communicated by the LGU and the
strategies used to convey the message.
Understanding how residents perceive and respond to these messages, along with the
factors influencing their reactions.
Developing communication outputs to enhance the effectiveness and clarity of the
message for the target audience.
BSU The NEU Lipa - February 2025
RESEARCH GAP
There is little to no research about
responsible dog ownership despite its
prevalence in many areas of the
Philippines where approximately 16.4
million pet dogs are present (Balita,
2024).
BSU The NEU Lipa - February 2025
STATEMENT OF THE
PROBLEM 1. How is responsible dog ownership
communicated by the Luta del Norte LGU, and
what strategies are employed in conveying the
Guided by the Elaboration Likelihood Model (ELM), message?
the study explores whether fact-based, logical 2. How do the recipients of the information
arguments (central route) or emotionally engaging perceive and interpret the communicated
content (peripheral route) are more effective in message, and what factors influence their
shaping attitudes and behaviors toward responsible understanding and response?
pet ownership. 3. Based on the findings, what communication
Specifically, this study endeavored to answers the outputs can be developed to enhance the
following problems: effectiveness and clarity of the message for the
target audience?
BSU The NEU Lipa - February 2025
METHODOLOGY
This study examines how LGU disseminates information on responsible dog
ownership and how the community interprets and responds to this message,
aiming to understand the perspective on responsible dog ownership
communication.
Research Design
Qualitative Descriptive Research Design are used in this study to explore the
challenges in communicating responsible dog ownership in Luta Del Norte.
Research Instrument:
Researchers used semi-structured interviews as an instrument to gather data with:
-3 informants from LGU of Luta Del Norte
-3 participants from the residents or dog owners
BSU The NEU Lipa - February 2025
Analysis
The researchers used three-level coding; OPEN, AXIAL, SELECTIVE and thematic
analysis to analyze the data.
Sampling Method
This study used purposive sampling with specific criteria.
The following criteria were used in purposive sampling
1. Criteria for resident dog owners:
a. Owns a pet dog;
b. Lives in Barangay Luta Del Norte, Malvar, Batangas for no less than 10
years; and
c. Once or neither received a notice or message from Barangay officials,
whether online or direct, regarding responsible pet ownership.
2. Criteria for Barangay officials:
a. Serves as barangay official of Barangay Luta Del Norte, Malvar, Batangas
for at least one term; and
b. Currently and actively involved in any program communicating
responsible dog ownership.
RESULTS TABLE 1
Thematic Analysis on Communicating Responsible Dog Ownership
Major Theme Sub-Themes
Limited and Ineffective Communication
Reliance on Informal Communication
Strategies of the LGU
Vaccination as the Primary Awareness Method
Minimal Use of Digital and Visual Materials
Table 1 shows communication strategies for Responsible Dog Ownership, focusing on limited and
ineffective methods, including informal communication for vaccination, minimal use of digital and
visual materials.
TABLE 2
Thematic Analysis of the Recipients’ Interpretation and Perception of the Communicated Messages
Major Theme Sub-Themes
Residents respond to fear of rabies but don't comply with
leashing policies due to traditional norms Fear of Rabies and Vaccination
Belief That Dogs Should Roam Freely for Security
Little to no Compliance with leashing policies
Table 2 shows residents respond to rabies fear but don't comply due to traditional norms, fear of rabies, and
vaccination. They care for their dogs through vaccination, believing dogs should roam freely for security, and
little to no compliance with leashing policies.
TABLE 3
Thematic Analysis of the Factors that Influence Resident's Understanding and Response
Major Theme Sub-Themes
Factors influencing behavior and responses to messages Limited Manpower, resources, and inconsistent enforcement
Traditional beliefs such as dogs for security, dogs can be self-
sufficient, and food scraps for dogs are enough highlighting
economic constraints and culture as hindrances to behavior
The law has weak to no effect on behavior
Owners have their ways of settling dog bite accidents through
mutual understanding and reliance on vaccination
Emotional companionship equates to responsible pet care
Table 3 shows factors influencing residents' behavior, including limited resources, inconsistent enforcement,
traditional beliefs, economic constraints, weak law, mutual understanding, vaccination, and emotional
companionship. These sub-themes highlight economic constraints, cultural hindrances, and the importance of
responsible pet care.
TABLE 4
Thematic Analysis of the Proposed Communication Outputs Based on the Findings
Major Theme Sub-Themes
Recommendation of social media and traditional ways
Social media like Facebook as the delivery method for messages
combined to enhance message scope, accessibility, and
effectiveness
Traditional dissemination strategies like house visits, meetings,
and assembly
Preference for visual materials like videos, posters
Allocation of Resources from information to cages and leashes
Table 4 highlights the importance of combining social media and traditional methods to enhance message
scope, accessibility, and effectiveness. It discusses four sub-themes: social media, traditional dissemination
strategies, visual materials, and resource allocation. The LGU should reconsider seminars, assemblies, and
resources for future responsible dog ownership campaigns.
BSU The NEU Lipa - February 2025
PROPOSE COMMUNICATION OUTPUT &
RECOMMENDATIONS
• Social media and traditional ways combined to enhance message
scope, accessibility, and effectiveness. Multichannel approach helps
bridge communication gaps by ensuring regardless of preferred
medium, all residents have access to important pet ownership
guidelines.
> Creation of Official Facebook Page. Provide long term usefulness
that the LGU actively posts engaging and informative communication
materials.
> Facebook the primary source of community updates is the delivery
method for messages. A key communication tool in spreading
awareness, quickly delivering important announcements.
BSU The NEU Lipa - February 2025
• ICT-based and traditional campaign materials.
Preference for visual materials like videos and posters
for more engaging and effective for understanding
and retaining information. Content based on the
findings, the use of both central and peripheral routes
emphasizes key messages on responsible pet
• Regular Barangay Seminars and Community ownership, leash laws, and vaccination schedules.
Meetings. Providing expert guidance, the Community-wide education incorporating both online
involvement of veterinarians and animal welfare and offline strategies ensure a wider reach and better
enhance these educational efforts on proper pet engagement.
care and legal responsibilities.
• Traditional dissemination strategies like house visits,
• Allocation of Resources from information to cages meetings, and assembly. Importance of maintaining
and leashes. Importance of providing essential traditional communication methods including those
supplies alongside information dissemination. without access to digital tools remains informed.
Conclusion
• The increasing number of stray and poorly managed pet dogs in Luta Del Norte has led to
safety, sanitation, and public health concerns.
• There is no official social media presence, making real-time information dissemination
difficult.
• Limited and Ineffective Communication Strategies
- The LGU mainly relies on informal communication such as house visits and group
chats, which are inconsistent and lack proper reach. There is minimal use of digital and
visual materials, limiting the effectiveness of information dissemination.
• Residents' Response to Rabies vs. Leashing Policies
-While residents recognize the danger of rabies and actively participate in vaccination
programs, they do not comply with leash policies. Traditional beliefs that dogs should roam
freely for security contribute to this resistance.
• Factors Influencing Behavior and Compliance
- Economic constraints, cultural norms, weak law enforcement, and limited LGU
resources hinder responsible dog ownership. Many residents see dogs primarily as
security animals rather than pets requiring structured care.
• Proposed Solutions for Responsible Dog Ownership
- Creation of an official Facebook page for real-time updates and community
engagement.
- Regular barangay seminars and community meetings to reinforce responsible pet
ownership.
- Distribution of visual materials (posters, videos, and infographics) to enhance
message retention.
- Allocation of resources such as dog cages and leashes to encourage compliance with
pet restraint policies.
BSU The NEU Lipa - February 2025
THANK YOU
Presented by Group 4 3205
