UP Maskom mulls name change

MANILA, Philippines (Updated 6:37 p.m.) — The University of the Philippines Diliman College of Mass Communication is now eyeing to rename itself as the UP College of Media and Communication, dropping the word "mass communication" from its name for the first time since its establishment in 1965. 

In a resolution passed by college faculty and staff on August 1, the college explained that the term "mass communication" has become "limited and limiting" due to its traditional view of a "homogenous mass audience" and focus on legacy media platforms. 

"Among the concerns we want to clarify is that 'mass communication' refers to the one-to-many, effects-oriented paradigm of legacy media," Fernando Paragas, the college's dean, told Philstar.com in an online message.

"With the new name, we are acknowledging and enriching new and emerging paradigms, so that we may be better oriented towards our communities of knowledge and practice," Paragas said.

According to the resolution, which was passed after two years of consultations, the college has been "significantly enriching its philosophies, programs and pedagogies beyond those of mass communication" since its foundation in 1965 and elevation from an institute to a college in 1988.
 
The proposed renaming of the college to the UP College of Media and Communication keeps its historical acronym of CMC while highlighting "the interplay of the means of production (media) and means of communication (communication process)," according to the resolution.

Alongside the proposed rebrand, the college is also eyeing to review or improve its instructional, research, public service and personnel and facilities development agenda.

The college announced in a post on Monday that Paragas, along with representatives of the college executive board and the "reimagination committee," will hold public discussions on the proposed name change on August 23 and 24. 

"This is more clarificatory," Paragas said, adding that the series of discussions on the college's identity and possible name change has been ongoing for years. 

Talks of changing the college's name began over 20 years ago during the college's curriculum workshop for its organizational vision, mission and goals, the college dean added.

After the public discussions, Paragas will submit the resolution to UP Diliman Chancellor Edgardo Carlo Vistan.

Proposals to change the name of colleges in UP become final once approved by the university's Board of Regents, its highest decision-making body.

'Mass' communication outdated?

In a discussion paper attached to the announcement, Elizabeth Enriquez, professor emeritus of broadcasting at the college, explained that the terms "mass communication" or "mass media" have historical baggage.

"The use of the term mass communication derives from the emphasis on communication technologies as the principal driver of the media," Enriquez was quoted in the paper dated July 23.

"The seemingly unproblematic use of the term 'mass,' which tends to put everyone in a single category, as if the so-called masses were homogeneous, ignores the diversity of peoples, communities, and cultures, and worse, often derogatorily refers to a particular demographic," she added.

Arguing for the name change to the "College of Media and Communication," journalist and journalism professor Diosa Labiste, a member of the college's "reimagination committee," wrote that the new name "intends to capture the breadth and variability in the field of media and communication."

"The old mass communication has to fade away because the study of media and communication is delimited by the phrase mass-communication," Labiste said.

New courses

Paragas said the proposed name change is expected to lead to a review of the college's current programs and "[signal] a revitalization of our common courses."

The introduction of new degree and non-degree programs is also one of the expected outcomes, the college dean said.

"We can leverage our strengths on analogue legacy media to embrace interactive digital media. This is not just about platforms but their philosophies, principles, procedures, and political economy, among others," Paragas said.

"UP CMC" will remain the official acronym even after the college is rebranded as the "College of Media and Communication."

"CMC will still perhaps be referred to as Mass Comm, similar to how we still refer to Palma Hall as A.S., to think the tri-college has been in existence for 25 years now," Paragas added.

Several alumni of the UP College of Mass Communication have been recognized as industry leaders in the fields of broadcast journalism, print and online media, advertising and public relations.