Abstract
This study focuses on the development of new media resources for sustainable use that will craft an agile organization with an efficient business model of new media utility. This study is in line with findings of Maddela (2018) making the Solano United Methodist Church Congregation as the respondents of his research. Based on the findings, the respondents grouped into “generational categories” show a “significant” perception on the adaptation of new media use with the F-value on Worship (9.12), Church Programs (4.64) and Ministries (46.98) making it significantly adaptive in the influx of new media resources. With the recent expansion of the research locale while maximizing its new media resources in the context of new normal and its continuing effort to build more networks in consonance to a highly commercialized community, the new media perception and its continuing utility effectiveness is in question. This research uses the Participatory Action Research Framework of Lune & Berg (2017) with several social and cultural approach and paradigms to communication science to reassess the locale context before coming up with agile solutions. The results will be treated as a significant basis for the intention of creating an agile model of an institution utilizing new media resources located in a commercialized while expanding its network by reaching nearby rural areas advancing its interest of meeting and inviting people.
Presenters
Kevin John MaddelaStudent, Doctor of Philosophy, De La Salle University, Manila, Philippines
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
NEW MEDIA, UTILITY, ADAPTATION
