UP Maskom mulls name change

MANILA, Philippines — 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. 

The college has also 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.

"... [There] has been a palpable need for a new name for the College that includes, embraces, and anticipates developments in, as well as places it at the forefront of, its field," the resolution read.

The resolution was passed during a college planning workshop following two years of consultations.
 
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 its dean, Fernando 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. 

The discussion is open to enrolled students, alumni and interested members of the public.

"After the informational activities, it will be submitted for consideration through various channels in the University," the college announced.

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 baggages.

"The use of the term