Saturday, May 2, 2009

COMMUNICATION STRATEGIES OF TWO NON-GOVERNMENT ORGANIZATIONS IN ORGANIZING PEASANT COMMUNITIES
 IN THE 4TH DISTRICT OF LAGUNA



SUBMITTED TO THE FACULTY OF GRADUATE SCHOOL
UNIVERSITY OF THE PHILIPPINES LOS BAÑOS
IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE
DEGREE OF 


MASTER OF SCIENCE
(Development Communication)


APRIL 2009 





ABSTRACT

        
This study aimed to document and describe the communication strategies used by two farmers’ organizations – PUMALAG and MNKKB – in organizing the rural farmers’ communities in the Fourth District of Laguna to critically respond to two development projects in the province.
    The researcher gathered the stories of farmers and fisher folks, community organizers of PUMALAG, and municipal agriculturists in the towns of Pangil, Paete, Pakil, Kalayaan, and Pagsanjan from August 15 to September 24 in 2008, and again in March 2009. Serving as key informants were three municipal agriculturists and three leaders of PUMALAG for the Napindan case study; while two leaders of MNKKB served as key informants for the Pangil dam project.  
The Napindan Hydraulic Structure was a Laguna Lake Development Authority (LLDA) project built in 1983 designed to control the flow of water that goes through the Laguna de Bay. Meanwhile, the Sierra Madre Water Corporation proposed a dam project which aimed to supply potable water to Metro Manila.  
Both the hydraulic structure and dam project have provoked enormous protests from the peasants, fisher folks, and residents of the Fourth District. The MNKKB and PUMALAG undertook many community organizing activities to disseminate information about the effects of both projects to the residents of the entire district.  
    The social mobilization efforts launched in both cases were considered successful because in the case of Napindan, the LLDA yielded to the protesters’ demands and opened the structure for a time. However, these mobilizations were not enough to persuade the authorities to allow the people in the community to reclaim the land through regular opening of the structure. In all these social mobilizations, communication strategies have played a key role in raising the people’s awareness and involvement in the issues concerning them. They were able to form multi-sectoral alliances and enhance their negotiation skills vis-a-vis the authorities.  








CHAPTER I

INTRODUCTION

Rationale of the Study

It is in the agricultural sector that the basic problems of the Filipinos are rooted. Farmers’ unrest over land ownership and low productivity have gone hand in hand through the decades. Peasants have been in the forefront of the Filipinos’ struggle to own their lands. This is because approximately one-third of the Philippine land area of 30 million hectares is agricultural, and ownership and/or control over them has been largely monopolized by the landed class (Borras, 2006). January 2007 figures show that while agriculture accounts for 36.7 percent of the country’s work force, this sector contributed a measly 8.2 percent to the economy (http://www.bulatlat.com, 2007).
The land ownership disputes in the country have persisted for centuries. In fact, some sectors would assert that it has worsened because of different decrees created by the executive government, supported by the laws passed in congress; unfair division of production; higher taxes; low wages for the farm workers in the haciendas and farm corporations; high rental for farm machineries; and high price of fertilizers and pesticides (Kalagayan ng Magbubukid sa Laguna primer, Nd). 
The province of Laguna is rife with such struggles. Land reform laws are being circumvented to preserve land ownership and marginalize the peasants. For instance, 43,598 hectares of prime agricultural lands in Southern Tagalog covering the provinces of Cavite, Laguna, Batangas, Rizal, and Quezon have been and still are being converted into export-oriented and import-dependent industrial and commercial zones (Mariano, 2004).
Where there are social conflicts, national democratic organizations tend to come into being. They multiply because of the need of the farmers and other basic sectors to fight for their rights, for social justice, and for change (http://www.bulatlat.com/about.htm, 2008).
In Laguna, two such organizations of peasants are at the forefront of fighting for farmers’ rights – the Pagkakaisa at Ugnayan ng mga Magsasaka sa Laguna (PUMALAG) and the Mamamayang Nagmamalasakit sa Kalikasan at Kaligtasan ng Buhay (MNKKB). These organizations “assert the people’s right to know and the right of expression. To fight for freedom, they believe that such assertion of rights must be advanced by information, ideas and theories that shall liberate one’s mind from neocolonial demagoguery that glorifies globalization as well as from conservatism that venerates elitist rule” (http://www.bulatlat.com/about.htm, 2008).
If one looks at the goals of these farmers’ groups, it is very much in keeping with the developmental, participatory, and empowering role of development communication. Just like development communicators, these social organizations also use the principles of communication to bring about developmental changes and empowerment in the communities.
As Quebral (2008) defined it, development communication is “the art and science of human communication linked to a society's planned transformation from a state of poverty to one of dynamic socio-economic growth that makes for greater equity and the larger unfolding of individual potential.” 
Hence, it is interesting to find out how national democratic organizations like these farmers’ groups conceptualize and use the process of communication to bring about participation and empowerment in peasant communities. 

Statement of the Problem

The Alyansa ng mga Magbubukid sa Ikalawang Distrito ng Laguna (ALMAPILA-Farmers Alliance in the Second District of Laguna) was created in 1987 in response to the great clamor of the farmers in the province to address their land and agricultural production issues after the “Mendiola Massacre” on January 2, 1987. Majority of the victims came from the province (personal correspondence, September 2008) 
Two years after the incident, with the worsening agrarian situation, the leaders of ALMAPILA reorganized themselves to encourage more farmers to join in their struggle. Another organization was formed to connect the farmers from the first district of Laguna – the PUMA or the Pamprobinsyang Ugnayan ng mga Magsasaka sa Laguna. PUMA was also a response to the then government’s counter-insurgency program HABOL-TAMARAW.
Because of the overwhelming call to unite all farmers in the province, the first congress of peasants for the whole of Laguna was held in 1998. This brought to life the Pagkakaisa at Ugnayan ng mga Magsasaka sa Laguna (PUMALAG). Since then, PUMALAG has been in the forefront of the peasant struggle in the province.
Meanwhile, Sierra Madre Water Corporation, a private corporation, conducted a feasibility study in 1995 in preparation for a dam project to be built in the town of Pangil, Laguna. The municipal council of Pangil approved the proposal, which was supported by the town mayor. This angered the residents of the town, and they undertook subsequent actions to oppose the project.
As a result of the community organizing activities of some concerned barangay (village) leaders, the Mamamayang Nagmamalasakit sa Kalikasan at Kaligtasan ng Buhay (MNKKB) was established to create alliances with other sectors within the town of Pangil.
This study explored the communication strategies adopted by PUMALAG and MNKKB to organize the communities to achieve their ‘development goals.’ 
How different or similar are these approaches from the principles of development communication? How different are their conceptions of the goals of development in the communities? 
Can these messages possibly be only propaganda which has been described as an “attempt to influence the opinion – especially social opinion – and conducted in such a manner that the persons who adopt the opinions and behavior indicated do so without themselves making any definite search?” (Rao, 1971). Or are these more persuasive in nature?



Objectives of the Study

General Objective
This study aimed to document and describe the communication strategies used by two farmers’ organizations in organizing the rural communities of farmers in the Fourth District of Laguna to critically respond to two development projects in the province.
 
Specific Objectives:
1.    To determine the effects of two government projects – the Napindan Hydraulic Control Structure and the Pangil River Dam projects – on farmers in the Fourth District of Laguna;  
2.    To discuss the communication strategies adopted by PUMALAG and MNKKB in organizing the community to critically respond to the two development projects; and
3.    To describe the effects of these communication strategies on the communities’ responses to the two development projects.




Significance of the Study

The study aims to look at conditions of the peasants in the Fourth District of Laguna, outlining the agricultural problems in general, and focusing mainly on the effects of two projects – one by a government agency and another by a private corporation. Hence, it attempts to benefit the farmers and fisher folks by giving them a voice in the study.
This study also tackles the communication strategies used in community organizing and social mobilization by two national democratic organizations or farmers’ groups, not government agencies or the academe. Hence, these may not be in the mainstream development efforts. Nevertheless, it can highlight which elements of communication would best work for ‘politically activating’ peasant communities.  
Thus, the findings of this study may provide community organizers with principles that they may find relevant in developing their capabilities for communicating about change and struggles for ‘development’. The findings may also contribute to the theory and praxis of development communication among peasant groups. After all, studying social communication is not just about analyzing the concepts of communication; it is more of analyzing the social aspects of society which affect people’s manner of communicating with each other.  




Limitations of the Study

Agricultural issues should ideally be studied in a broader context to understand the deeper social aspects that affect the lives of farmers, but this study mainly focused on the communication factors that organize rural communities. It must be understood, however, that community organizing can never be detached from the socio-economic-political and even cultural aspects of the community within which it occurs. 
Because of time and financial constraints, the study also limited its scope to data from two cases in the Fourth District of Laguna. The country, however, is rich with many other stories of farmers’ organizations and struggles for emancipation.



CHAPTER II


REVIEW OF RELATED LITERATURE


Land Reform and its Circumventions: Marginalizing the Peasants


The agrarian situation in the Philippines shows the intertwined story of feudalism and peasants’ struggle to reclaim the land brought about by the various government schemes that resulted in more landless farmers – examples of which are outlined below.    
    The World Bank prescribed three agricultural policies for the Philippine government as follows: first, is the involvement of the “quasi-public aid” to formulate the macro-economic policies as part of the conditions of their loans; second, is “international trade” or more popularly known as the free trade policy; and third, are the presence of multinational corporations (TNCs) that have increasingly shaped the development of international agricultural production in many parts of the globe (Fortin , 2005).  
When former President Ferdinand Marcos was ousted in 1986, the agrarian sector hoped that the administration of Corazon Aquino would give farmers the opportunity to finally own the lands that they were cultivating. Ironically, as already mentioned, it was during this era that the “Mendiola Massacre” occurred.  
The Comprehensive Agrarian Reform Program (CARP) which was passed into law during Aquino’s term aimed to complete the acquisition and distribution of the 1.6 million hectares of private and public alienable agricultural lands to agrarian reform beneficiaries (ARBs); transform these ARBs into empowered, responsible, and progressive new breeds of owner-cultivators and entrepreneurs that would contribute significantly to national economic growth and development; and deliver fair and just agrarian justice. It also aimed to provide just compensation to dispossessed land owners and legal assistance for affected agrarian reform farmers (Department of Agrarian Reform primer, 2008).
More than 20 years have passed since the Comprehensive Agrarian Reform Law (CARL) of 1988 was enacted into law by the Congress of the Philippines. This is considered a huge failure for many landless peasants because it failed to address the root problem of raising the quality of life of the farmers and peasants (http://www.bulatlat.com, accessed 2007). The program, according to Riedinger (1995), failed to implement the more controversial and costly elements of the reform policy. Simply put, land transfer could be costly for the farmers who could not even afford to pay a lawyer to title their lands, while handling such titled lands could also be hard for most farmers.
    In the succeeding years, the government passed such a bewildering and vague variety of agrarian-related programs, laws, administrative orders, memoranda, and legal precedents that it became easier for the landowners, along with the concerned government agencies, to circumvent the provisions and original intentions of the CARL.  
The passing of Republic Act of 8435, otherwise known as the Agricultural and Fisheries Modernization Act (AFMA) of 1997, further worsened the situation of farmers and fisher folks. Despite the promises of agricultural glory by the then President Joseph Estrada in his Medium-Term Philippine Development Plan, AFMA, along with Estrada’s other land reform programs, was considered a big failure by different peasant movements, (Ramos, 2000). Landowners have also developed schemes such as land conversion in order to circumvent the government’s agrarian reform program (Kelly, 1998).
The joint venture arrangement, also known as “cooperative scheme,” was resorted to by some landlords to overrule the CARP. The most famous of them was Eduardo “Danding” Cojuangco, a known crony of Marcos, and one of the biggest landlords in the country. Cojuangco’s scheme for the program was met with criticisms by peasant organizations when he negotiated the arrangement with coconut farmers. Cojuangco created a cooperative wherein he was the major stockholder. All the farmer-beneficiaries were forced to be members of the cooperative, and they had to give up their land titles for that scheme. This intensified the anger of coconut farmers who then launched a series of local and national protests. The Pambansang Koalisyon ng mga Samahan ng mga Magsasaka at Manggagawa sa Niyugan (PKSMMN), a national coalition of 30 small coconut organizations with a membership of 350,000 small coconut farmers nationwide, denounced it (http://www.philsol, December 2008). 

Laguna: A Microcosm of the Land Reform Problem
    Laguna experienced the same peasant struggles in land reform as that of other regions occupied by the Spaniards. In 1577, the Franciscan missionaries arrived in Manila. Thereafter, they started evangelizing people in Laguna as they did in other parts of the country. Like the Augustinian priests, they helped organize the government. During this period, the King of Spain awarded tracts of land to some families in its dominion called encomiendas. This system entitled the encomiendero, the recipient, to collect tributes from the natives. Since then, the chosen clans have been able to secure ownership of a big percentage of land in the province (http://www.laguna.gov.ph, September 2008).
    The hacienda system was also implemented in various parts of Laguna. The colonial government in 1689 declared Santa Rosa, Binan and Calamba, all barrios of Cabuyao – as haciendas. Land was either awarded to influential loyal subjects of the king, or sold through auction to religious orders. Rice and sugarcane were grown in these haciendas. 
      From 1887 to 1892, the hacienda became a subject of controversies. Misunderstandings ensued between the administration and the tenants regarding unreasonable land levies. One such dispute involved Rizal’s father, Francisco Mercado, a “tenant” of the Dominican friars who were the landlords of the hacienda.
      Dr. Jose Rizal, a native of Calamba, who was then in Madrid, advocated the cause of the Filipino farmers in his homeland and fought for their rights in the courts of Spain. Rizal amplified the issues through his propaganda activities and his two novels, Noli Me Tangere and El Filibusterismo. Both books portrayed the social ills that perturbed the Philippines under Spanish rule. Such advocacy led to the prosecution of Rizal’s family and friends. The Spanish government later deported Rizal to Dapitan in the southern part of the Philippines and ultimately executed him in Bagumbayan (now Luneta Park). His execution helped spark the violent revolution against the Spanish colonizers of 1896 led by Andres Bonifacio and Emilio Aguinaldo. 
When the Americans occupied Laguna in the early 1900s, most of the local inhabitants were freed from the encomienderos, and given the right to own the lands they tilled (http://www.laguna.gov.ph, September 2008).
At present, about 126,662 of the 175,973 hectares total land area in Laguna (72%) have been classified and certified either as alienable and disposable and 49,311 hectares (38%) as forest lands (http://www.laguna.gov.ph, accessed September, 2008).
Data from the Department of Agrarian Reform (DAR) shows that Region IV, where Laguna is included, has the most number of approved plans for land use conversion. This may be termed as “regional urbanization” wherein people from the rural areas are forced to live in towns. The supposedly fertile lands for rice, corn, and other crops have been converted to a variety of urban and industrial uses: export processing zones and industrial estates; institutions such as hospitals and universities; leisure landscapes such as golf courses, resorts and theme parks; and, most significantly in terms of the area involved, residential subdivisions (Kelly, 1998). 

Table 1. Approved lands for conversion in the Philippines, 1995  
Region    Approved    Disapproved *    Exempted **    Total
CAR    38    0    9    47
I    70    2    0    72
II    166    7    26    198
III    2,223    348    703    3,274
IV    7,029    305    13,022    20,358
V    178    59    45    281
VI    1,325    227    431    1,984
VII    208    164    6    378
VIII    76    90    302    468
IX    241    0    38    279
X    913    201    2,576    3,690
XI    1,971    217    99    2,286
XII    300    0    92    393
    14,739    1,619    17,348    33,707

Source: Unpublished data from DAR, Quezon City, July 1995.
* Disapproved for conversion but converted anyway
** Exempted through Department of Justice Opinion 44. Exemption figures are updated only to July 1994.

Various other land conversion strategies are being employed so as not to implement the agrarian reform program in Laguna. In Batangas, Cavite, and Laguna, the DENR and the provincial governments have allowed land developers to convert rice fields into industrial areas, resorts, and golf courses, especially during the 1990s. Laguna now has 18 industrial parks, offering various opportunities for jobs and enterprises and yielding various products ranging from foodstuffs, handicrafts, semi-conductors, home appliances, and automobiles. 
Another common strategy is keeping the land idle. Landlords can simply pay “disturbance compensation” to tenants, removing them from land that will then sit idle. Kelly (1998) cited that after a few years in such a state, the owner can claim that the land is “non-productive” and therefore eligible for conversion.
Thirdly, there have been reports that some irrigation canals are being destroyed and filled so that regulations on land conversion do not apply. This practice was condemned by the then Agrarian Reform Secretary Ernesto Garilao. In July 1997, he called on the National Irrigation Authority (NIA) to stop certifying irrigated areas as unproductive lands.  
Finally, local officials have also redefined lands as zoned for non-agricultural use even when farmers are still cultivating and enriching the areas. This happened in an island in Nasugbu, Batangas and Barangay Lumot in Cavinti, Laguna in the late 90s. Rice, corn, and pineapple plantations were converted into golf courses and resorts which forced the farmers to join activist groups to fight for the lands that they were cultivating.  

Communication for Social Change and Social Mobilization

Development Communication, Participatory Communication, and Social Change

Change in a social system is often engendered by communication. Communication takes place when people and the communities create messages for the purpose of changing behaviors and attitudes, elevating awareness and understanding of community issues, creating social consciousness, and fostering a shared sense of responsibility for improving the lives of people and communities (Rockefeller Foundation, 1997).  
Communication opens the door for change. It is inherent in every society, be it a small or big community. It is part of many decisions, traditions, and beliefs that, when all are taken into account, constitute social change. It drives a group or person into doing something that she or he might not have done if no one has told her or him to do it. Communication, in short, is the “process by which individuals interact and influence each other” (Craig, 1999).
Other social scientists have underscored the importance of communication in changing the social order.    
 ‘Communication’ is the basic term with which to describe the phenomena of social order and social change…Social change is neither the result of an unconsidered adaptation to the environment nor the development of an autonomous mind. Forms of social change and social order are, on the contrary, the other side of the communicative process. (Cooley et al, 2006).


Development communication is being widely used today as a concept and tool to bring about social development through democratic mechanisms. It entails the transformation of a society “from a state of poverty to one of dynamic socio-economic growth to bring about greater social equity” (Quebral, 2008). Communication is now used as a tool in creating a harmonious social environment where each is given the social justice accordingly.
  However, there have been criticisms leveled against this concept of development communication. Melkote (2006) wrote:  
“Most approaches, including the participatory model, have been essentially old wine in new bottles… This is an issue of power. Unless we are willing to recognize this and act on it, our work will either be ineffective or superficial, functioning as temporary band-aids for far larger problems. If development communication is to continue to play an effective role in social change processes, researchers and practitioners must address fundamental problems of unequal power relations.” 

Wilkins (1999) also gave his misgivings over participatory communication, to wit:
“Although the practice of participatory communication has stressed collaboration and co-equal knowledge sharing between the (local) people and experts, and the local context and cultural proximity, the outcome in most cases has not been true empowerment of the people, but the attainment of some indicators of development as articulated in the modernization paradigm. Thus, participatory approaches have been encouraged, though the design and control of messages and development agendas usually have remained with experts. Also, issues of power and control by the authorities, structures of dependency, and power inequities have not been addressed adequately within third world settings. 

Szecsko (1986) also asserted that democratization must go hand in hand with development communication. 
“Democratization and development communication cannot be separated, at least not on a conceptual level. If a society’s development goals are set through democratic mechanisms, the democratization of communication, transcending legal structures, could be one concrete form of identification with the prospects of the society, reflected in the macro-structures of the communication system and even in the micro-structure of the content communicated.”

Unequal power relations continue to prevail in the participatory communication setting. And unless we can address this problem, the roots of the social problems cannot be resolved. If social change is the aim of participatory communication, it must be resolved through using a better process to communicate with the people – a kind of communication that can bring about social change; where it seeks to empower rather than to persuade people; and fosters debate among and between citizens, among and between communities, and between people and government (Communication for Social Change Forum, 2003).


Communication for Community Organizing and Social Mobilization

The simplest meaning of community organizing or CO may be summed up as a process by which people living in proximity to each other are brought together in an organization to act in their common self interest.
Elaborating on this definition, CO is the process of helping people recognize and cultivate their own power, in order to influence decisions that directly impact their community. Community organizing creates a mutually empowering space for people to realize how to get what they want through their combined knowledge, experiences, and skills (http://www.energyjustice.net, March 2009).” In the context of livable communities @ work, community organizing was defined as “a social change model that has the potential to bring enormous people power to bear on issues of regional inequity and sprawl” (http://www.fundersnetwork.org, March 2009).
    One of CO’s core goals is to generate durable power for an organization representing the community, allowing it to influence key decision-makers on a range of issues over time. According to Bobo et al. (2001), this can secure community organizing groups a place at the table before important decisions are made. 
Unlike other forms of more consensual "community building", community organizers generally assume that social change necessarily involves conflict and social struggle in order to generate collective power for the powerless.
The basis for social mobilization is individuals and community groups coming together to discuss their situations, to get a sense of what they can do for themselves to improve their situation. When the community decides what it can do in the process, the empowerment has started to take place. Valdecanas et al. (1996) stated that community organizing is the basic goal of social mobilization.
Social mobilization requires many levels of involvement from individual to community to policy and legislative action for sustainable social and behavioral change. Without the collective action, the same impact cannot be thoroughly achieved. Thus,
    “…advocacy to mobilize resources and effect policy change, media and special events to raise public awareness, partnership building and networking, and community participation are all key strategies of social mobilization. Specific activities include group and community meetings, partnership sessions, school activities, traditional media, music, song and dance, road shows, community drama, leaflets, posters, pamphlets, videos, and home visits” (http://www.emro.who.int, 2006).

Valdecanas asserted that in order to further understand social mobilization, one must start with the awareness and understanding of the development environment – socio-cultural, economic and political. In measuring its success, it must demonstrate visible and tangible elements – policy advocacy, community organizing, program support information, education and communication, capacity building, participative management, alliance building and networking, and monitoring and evaluation.
The Department of Health in the Philippines (1992) enumerates these basic methods and steps in community organizing to bring about behavior change in health issues.
1.    Fact finding. Factual information serves to identify needs, determine the extent to which needs are met, and make known gaps and overlaps in existing services.  
2.    Determination of needs. Once the facts are assembled, the organizer helps to define community problems and decide which problems warrant concerted community action.
3.    Program formation. When a problem has been selected for action, a concrete proposal must be developed containing general and specific objectives.
4.    Education and interpretation. All the above steps are of little value if they do not lead to action that will benefit the community. The fourth step then is to interpret and educate the public concerned to support the proposed program.

Key leaders from different organizations use different communication approaches and strategies to encourage the masses to participate in their organizations. These combined methods, messages, and approaches are used together with the aim to achieve the communication objectives in the context of social marketing and mobilization programs (Asfifi and French, Nd, as cited by Velasco et al., 1999).  
    Social marketing and mobilization use communication approaches as their strategy to mobilize the people form their social ideas. Velasco et al. (1999) cited the most commonly used approaches such as informing, whereby the new social idea is introduced and made familiar; educating, where the same idea is explained including its strengths and weaknesses; persuading, where the audience is appealed to and would accept the new idea or product; entertaining, where the audience is drawn to this new idea; and motivating, whereby the new idea provides the audience something that causes them to act.

Effects of Community Organizing on Behavior Change 
    Behavior change is one key component of community organizing. In the context of health programs, Prochaska and Vilicer (1997 as cited by Lefebvre, 2000) enumerated six specific stages of behavior change: 
    Raising consciousness: increases awareness of the causes, consequences, and cures for a problem behavior. Feedback, education, confrontation and media campaigns are possible intervention modalities. 
    Self-reevaluation: uses assessments of one’s self-image with and without a particular unhealthy behavior. Value clarification, healthy role models and imagery techniques can help people to be more evaluative. 
    Social liberation: increases the social opportunities or alternatives especially for people already relatively deprived or oppressed. Advocacy, empowerment techniques, and policy changes are procedures that can be used to meet these goals. 
    Helping relationships: combines caring, trust, openness, acceptance, and support for health behavior change. Strategies such as relationship building, counselor calls, and buddy systems can be sources for such support.

    Persuasive communication influences behavior. It is specifically concerned with persuasion through communication—with deliberate attempts to make people change their attitudes, beliefs, values, and actions of those around them. Persuasive communication is most specially used by political organizations to influence people on their own political propaganda (Bettinghaus, 1973).
    Membership in an organization may also be an outcome of the communication strategies. The psychological satisfaction of an individual is one reason why one would join and stay in an organization. Sometimes, a social organization can respond to the psychological needs that some lobbyists look for. It is not just about personal or ideological conviction, but possibly emotional fulfillment they derive from joining the organization. The message a person receives from the other members could encourage or discourage her or him in the organization.
Hence, it is possible that individuals join organizations not just to preserve the interests of the other members of society or to fight for something they believe in, but also to fulfill their own emotional needs as well. Political ideology can thus be embraced by someone through the fulfillment of his needs; after all, people would struggle to push for their own interests.
The preservation of individual interest is inherent to any society. The interests would of course depend upon the social class of individuals and their own experiences. “To study communication then is to study the constitution of human experiences – how personal meanings are produced in social interactions – rather than to simply investigate their expression and impact” (Deetz, 1999).  

Communication Strategies for Social Change
Non-government organizations or NGOs employ community organizing strategies to push their advocacies. As the umbrella organization of PUMALAG, the Kilusan ng mga Magsasaka sa Pilipinas (KMP or the Peasant Movement of the Philippines) undertakes different activities to accomplish its aims. The organization carries out organizing and education work among the peasantry to build a strong and mass-based organization. It employs various forms of struggle ranging from simple court actions and lobbying work to mass mobilization efforts such as nationwide strikes and protest actions (Peasant Movement of the Philippines primer, 2008). 
KMP engages in tactical alliance with other sectors of society especially the workers, national minorities, students, and progressive sections of the middle class in generating popular opposition to the government's anti-people policies and programs. 
KMP also struggles for tactical and temporary reforms that bring economic relief to the people through programs and projects that contribute to actual socio-economic upliftment of the peasant class such as livelihood, health, disaster relief, cooperative-building and technology development projects (Peasant Movement of the Philippines primer, 2008). These activities are likewise used as instruments to further help KMP in organizing the community.    
Key leaders from different organizations use different communication approaches and strategies to encourage the masses to join their organizations or participate in their activities. These combined methods, messages, and approaches achieve the communication objectives in the context of social marketing and mobilization programs (Asfifi and French, No Date, as cited by Velasco et al., 1999).  

Messages
Messages are information that are transferred from one person or group to another which would likely produce an effect – an effect where a comprehensible information would lead to some change like increased awareness or adopting a practice (Kamlongera and Mefalopulos, 2004).  
A two-step process is needed to create effective communication messages. The first involves “getting the right message” where changing attitudes and beliefs would require understanding how people can be motivated to try to change behavior or to initiate an intermediate behavior. This process, if it is to be done well, would need the use of research methods such as in-depth interviews with key stakeholders and focus groups with the target audience or respondents (Egger et al, 1993, in Bonzo et al., 2007).
    Changing the attitudes and beliefs of the target audiences, especially the farmers, is a hard task. They are not easily persuaded by any individual or group who would try to change their behavior. When their cultural norms are already set, it is hard for the farmers to change these norms. Individuals who are tasked to motivate the farmers must consider their social norms for them to send the right messages to them. It usually takes the right contents of the message in order for this audience to believe and follow the messages communicated to them.  
The second process involves “getting the message right” which would mean using the alternative ways of communicating with the identified motivators, other than the conventional means of communication which most target audiences are now tired of (Egger et al, 1993, in Bonzo et al, 2007). In this case, motivation is a requirement to encourage the stakeholders to join and participate in a program. 
The more persuasive ways of creating messages are laid down in the following guidelines as outlined by Mefalopulos and Kamlongera (2004):
    Stress one major idea;
    Describe or sketch the preliminary illustrations or story lines;
    Write down the theme lines/statements and the key words that express the ideas or information to be conveyed by the message;
    Offer benefits and practical solutions that meet the needs of the audience;
    Emphasize those features of the idea or innovation that satisfy audience’s needs;
    Keep messages clear, simple, lean and tight; tell the whole story and when you have finished, stop; and
    Ensure that the message is comprehensible.

Berlo, as cited by Flor and Ongkiko (1998), explained that communication does not transmit meanings. Meanings are in people – the sender and the receiver – not in the messages themselves.  

Channels
    Berlo (1961) defined communication channels as the modes of encoding and decoding messages. Some examples of channels are sound waves, (or message-vehicles), air (or vehicle-carrier), radio, television or other forms of media such as newspapers, bulletins, pamphlets, leaflets, and street performances.
    Berlo further explained that the use of channels depends both upon the sender and the receiver of the message. People choose their own channels with some considerations such as its cost and its potential effect or impact on the recipient community. Channels are also chosen according to which one(s) would be more useful to the purpose of the source, or according to how adaptable they are to the content of the message.
    Radio may seem to be the most widely used channel of communication, especially in the rural areas because it is relatively cheap and people have wider access to it. Radio is basically used to inform, educate and entertain. As for development projects, Mefalopulos and Kamlongera stated: 
    “Radio can be multi-faceted as, among other things, it can serve to pass messages, improve the capability of calling upon and organizing groups and organizations, enlarge the forum for social dialogue, provide effective capacity building of the community, raise awareness and knowledge of community issues, bring the people’s voice to the higher levels of their political structure and mobilize the community to tackle issues of collective interest. Radio production requirements and formats can be adapted to specific use and objectives.”
    
    Especially in rural areas, the church may also play a big role in narrowing the gap of communication among its constituents; religious elders are the strongest base of influence in rural communities. The market is also one good channel where people could gather information about the issues surrounding them, as well as community meetings (http://www.rollbackmalaria.org, accessed 2009).

Approaches
    The success of community organizing also relies heavily on the approach that the organizers use to communicate with the people. Changes do not occur overnight, hence it would take a deeper understanding of the people’s social environment and using the right approach to create changes in them.    
Some development projects fail when they focus on individual behaviors, while social norms, policies, culture and a supportive environment should also be given equal importance. The community organizers should also do away from designing, testing and delivering messages such as political and unnecessary speeches which only tire the people. Instead, they should support a dialogue and debate on the key issues of concern to the community (http://www.comminit.com, accessed March 2009). Instead of using people as the objects for change, they should be the agents of their own change.
Most farmers, especially in communities where people strongly believe that they have scientific practices too, do not accept the technical know-how of the other people who do not belong to their community. The development practitioners, therefore, should do away from simply conveying information from technical experts or scientists, and instead they should sensitively place that information into the dialogue and debate. The people most affected by the issues of concern in the community should play a central role in facilitating developments to their community (http://www.comminit.com, accessed March 2009).
    Persuasion does not always succeed especially when one is trying to convince people to do something. If persuasion fails,     there can be no relationship that could have been created. A negotiation is the best way in a partnership. This way, negotiating with the local people would be more effective (http://www.comminit.com, accessed March 2009).
    The use of educational discussions and entertainment can be likewise effective approaches in communicating with people in the community. Educational discussions can be a good venue where the people can learn more about issues that confront them, while sharing their own personal issues. Stage plays and other visual arts that are more entertaining in nature can encourage people to join a cause because they have a strong appeal 
    
Related Studies on Communication Strategies
In the Philippines, studies have been made tracing the roots of community organizing as having started during the Spanish regime when the katipuneros armed themselves against the Spaniards. The most remarkable modern community organizing activities were during the Marcos era, most particularly in the event of the declaration of martial law in 1972 (www.comultiversity.org.ph, accessed March 2009).
    Various research studies in the College of Development Communication have shown how communication has played a role in CO activities. In the study of Ik-Bae (2003) regarding the protests of the residents of Taguig, Metro Manila against a dike project, community organizing was developed through the following steps:
1.    identification of the community’s sources of information regarding the dike project; 
2.    tracing the decisions and actions taken by the community on the project; 
3.    identification and analysis of the communication strategies employed in mobilizing the community through an established organization’s campaign against the project, and 
4.    determination of the outcomes of the communication strategies concerning the organization in terms of the people’s perceived level of environmental awareness, leverage with authority, and level of empowerment.

Ik-Bae identified advocacy, core group formation/organizing, capability building, alliance and networking, and monitoring and evaluation as the communication strategies employed in social mobilizations related to the protests against the dike project.
    Although results of the study showed that the social mobilization activities conducted were not able to stop the said project, they nevertheless had positive outcomes. Ik-Bae noted that the social mobilization efforts were able to raise the environmental awareness of the Taguig residents and who also learned how to negotiate with government authorities when they gained competence and confidence through participatory development activities.
    However, Ik-bae also noted that the social mobilizations also led to some negative results. For example, it brought about the emergence of illegal transactions between some of their peers and government officers, harassment of some of their leaders, and demoralization of some members, especially when they were not able to stop the project.
Kay’s (2008) study on the other hand dealt with the conflicts in the resettlement of villages in the construction of Highway One in Cambodia. He made use of focus group discussions (FGDs), participant observation, and documents analysis to determine the communication and facilitation processes involved in the issue. He showed the flow of information among, and the messages and communication channels preferred by the different stakeholders. Kay likewise showed the different communication approaches that were used by the community organizers. 
Kay found that greater mutual understanding toward conflict resolution can be promoted through open communication and effective facilitation processes (of NGOs). Through these processes, the study discovered that some conflicts around resettlement policy, community participation, and compensation for the residents affected by the project were resolved.
Past studies have focused mainly on urban poor community projects by government and private corporations which could greatly affect poor residents. Or in the rural areas – farmlands where residents live within the poverty line, own no land, and are marginalized from the legal complexities of the issues confronting them and their livelihoods.
    The common CO strategies used as shown by studies of NGOs include the following: distribution of leaflets and other reading materials by the organizers; conducting educational discussions and/or mini-seminars to enlighten those affected by the issue; and, FGDs to provide a more informal educational discussion.
    The studies reveal that the approach used is basically to use the language or level of understanding of that particular community. By use of language, this means that those common terms in that area are used along with their common usage. As to the level of understanding, complex words are thoroughly explained using the former as its gauge.
    Persuasion remains to be the key element to achieve the main goal of these CO activities. Persuasion means that the people can be made to understand and support the advocacies being fought for by the community organizers.

 
Analytical Framework of the Study

The analytical framework of this study has been derived from the principles of persuasive communication, the Elaboration Likelihood Model, and behavior change model. 
Although this author does not quite agree that “communication can help overcome all forms of inequality and injustice that give rise to conflict and violence (http://www.waccglobal.org, accessed February 2009)”, she believes that communication can help address these issues to reduce the conflicts. She concurs with Littlejohn and Foss’s view (2005) that communication is an instrumental tool for social organizing, and that it can be a medium that can be used to respond to social problems of the community.
    Persuasive communication – or simply persuasion – on the other hand, involves the presentation of strong arguments over weak ones, and processes involving repetition of facts. Previous researches suggest that message argument scrutiny is enhanced by moderate levels of message repetition, whereas tedium develops at high levels of message repetition. Such a conceptualization implies that strong messages would only need a moderate level of message repetition for the audience to fully grasp the contents of the messages being sent to them (Erlbaum, 1989). 
Analyses also revealed the predicted interaction on the measure of post- communication attitudes, providing convergent evidence that moderate levels of message repetition can increase or decrease persuasion by enhancing argument scrutiny (Cacioppo and Petty, 1979)
Meanwhile, attitude change occurs whenever there is sufficient incentive for the person to learn and accept whatever the source asserts (Hovland et al., 1953).
     Specifically, a persuasive argument offered in support of some advocated position could point to a good consequence that is likely to occur if the advocated position is adopted, or a bad consequence that is likely to occur if the advocated position is not adopted (Fishbein and Ajzen, 1973).
The last theory used in this study is the Elaboration Likelihood Model (ELM) developed by Petty, Cacioppo, and their collaborators (1979), wherein a “dual process” approach to persuasion occurs. The model shows that people accept (or reject) assertions based on simple cues primarily when they are relatively unmotivated or unable to think about the arguments provided (Chaiken, 1987). The important variations in the nature of persuasion play the determining factor whether or not the receivers will accept the information given by the opposing sides. It involves two different kinds of persuasion processes – one involving systematic thinking (central route) and the other involving cognitive shortcuts (peripheral route).  
Peasants can be influenced by the government or the community organizers depending upon which process is activated (O’Keefe, n.d., as cited by Donsbach, 2008). In the same manner, the degree of persuasion can also be dependent upon the person who has more authority to encourage (or discourage) the people. A town mayor can influence a big part of the population only because of the position that s/he holds in the community. In the same way, a peasant leader known for her or his dedication to the community can have the same persuasive power as the mayor.
    On the other hand, when the motivation and ability to think about the assertion are high, people scrutinize the available arguments in an active fashion, accepting the advocacy only if the arguments are found to be compelling, and rejecting the assertion if the arguments are found to be weak (Petty and Cacioppo, 1986). The burden of acceptance lies in the degree that the government and, in this case, the PUMALAG and MNKKB can enhance their own persuasive arguments and therefore increase the peasants’ motivation to accept the position they are advocating for.  

Conceptual Framework of the Study
The research sought to determine the communication strategies of the PUMALAG and MNKKB in terms of the messages they shared, the types of communication channels they used, and the approaches they employed among the farmers in the Fourth District of Laguna.
Effective communication strategies can increase the community’s awareness and knowledge of the issues pertaining to the government projects that directly affect their livelihoods; change their attitudes toward the projects and toward their own participation as manifested by stronger social ties and a sense of responsibility to act to mitigate the effects of such projects in their community; and change their behavior as shown by their active involvement in activities to resist (or support, as the case may be) such projects. 
Effective communication can also lead to social mobilization – which involves aligning all stakeholders or key players in facilitating a process where people could critically analyze the issues affecting them and demand for a particular program, resources, or services from the government or its agencies 


d



































Operational Definition of Terms
Communication strategy – the use of appropriate messages, communication channels, and approaches to persuade people in the community to critically analyze issues that affect them and join in advocacies for change or resistance as appropriate
Messages – the information or basic ideas shared by the PUMALAG and MNKKB about the two government development projects in the Fourth District of Laguna to the farmers that served as ‘rallying points’ for their (farmers) action
Channels – the medium wherein the PUMALAG and MNKKB shared these information to the community – through mass media, group media, interpersonal media, or information, education, and communication (IEC) materials
Approaches – the style of presentation of the messages to the people, whether informing, educating, or persuading/motivating
Community Organizing – the process of raising the awareness and changing the attitude and behavior of the peasant communities through communication strategies toward the two development projects earlier mentioned. This involved increased knowledge about the issues; a change in attitude toward the issue and toward their participation; and change in behavior as manifested in their participation in specific actions to resist such projects or mitigate their negative effects on the community
Peasants – farmers, and farm workers whose livelihoods are dependent on agriculture. In this study, the term particularly refers to farmers who tilled lands near or around the Laguna Lake and also local people who fished in the lake. These groups are mostly residents of the barangays (villages) of Banilan, Dambo, San Jose, Mabato-Azufre, Sulib, Galalan in upper and lower Pangil, Bagumbayan in Paete, Banilan, Casa Real, Casinsin, Kabulusan, Tavera in Pakil, and Longos in Kalayaan, all in the Fourth District of Laguna. Some of these peasants are landless, others are cultivating their own lands which they received as CARP beneficiaries, while some have lost their farm lands (as a result of the government projects). 
Social mobilization – the process of bringing together all feasible and practical intersectoral allies to raise awareness of and demand for a particular program, to assist in the delivery of resources and services and to strengthen community participation to bring about social change (Ik-Bae, 2008).



 

CHAPTER III


METHODOLOGY


Design of the Study

This research used the case studies of two government projects – the Pangil River Dam and the Napindan Hydraulic Control Structure projects – in the Fourth District of Laguna and how these affected the peasant communities in the district. Data were gathered in various barangays in the said district from August 15 to 24, 2008, with data verification on various dates in September of the same year, and validation of some facts in March 26, 2009.

Respondents and Sampling
Three community organizers from PUMALAG were purposively selected to narrate their stories regarding the Napindan Hydraulic Control Structure and other peasant problems in the Fourth District’ the effects of the structure on the peasant communities; and the communication strategies they used to organize the peasants in these communities. 
Two key leaders of the MNKKB were also purposively selected to shed light on the social mobilization strategies and processes in organizing and mobilizing the residents of lower Pangil, as well as residents of other municipalities, other sectors such as students, skilled workers, women, and church leaders who were against the dam project.
With the guidance of the said organizers and leaders of the two farmers’ groups, peasant-respondents from the towns of Pakil, Paete, upper and lower Pangil, and Kalayaan were contacted to take part in the focus group discussions (FGDs). The researcher identified the farmer-respondents based on the recommendation of the PUMALAG organizers. These respondents, in turn, recommended other farmers for more FGDs. Hence, a snowball sampling was used; 15 respondents joined these FGDs. 
Meanwhile, to hear the voice of the government project developers, the three municipal agricultural officers (MAOs) of Pakil, Paete, and Pangil were purposively chosen to explain particulars about the Napindan Channel and other issues related to the project.
    
Data Gathering Instruments and Methods    
    A combination of several data gathering methods was employed in this study.
Key informant interviews (KIIs) were conducted with the MAOs, PUMALAG community organizers, and MNKKB key leaders to discuss the problems of the peasants in the Fourth District as well as the historical background of agrarian problems in the community, especially the case of the Napindan channel and dam projects in Pangil. The key informants from PUMALAG and MNKKB were also asked about the communication strategies (in terms of message, channels, and approaches used) they employed in organizing and mobilizing the local residents. 
    FGDs were used with the farmers to determine the effects of the communication strategies employed by the PUMALAG and MNKKB in organizing the communities to act on these projects.
The researcher conducted direct observation by staying in the communities for about a month and by visiting them at various intervals. 
Secondary data were gathered by reviewing back issues of magazines, newspapers, and municipal and court petition papers.

Data analysis

The key informant interviews, FGDs, and observations yielded mostly narratives or story forms. Hence, this study is a collection of the written and verbal stories of the groups of farmers and fisher folks, three municipal agriculture officers, and three peasant organizers and leaders in the local communities in the Fourth District of Laguna as well as the researcher’s personal observations.  
These stories together with those gathered from secondary sources were presented in descriptive and narrative forms. Hence, analysis of the data is primarily based on the subjective views of the respondents and of the researcher.



    
CHAPTER IV


RESULTS AND DISCUSSION




The Peasants’ Conditions in the Fourth District of Laguna

The fourth district of Laguna is rural and the residents depend heavily on agriculture. Almost every household has at least one member who is into farming. Rice is still the major crop in the district, although majority of the farmers have started intercropping their rice with vegetables and other crops.  
When they are not in their fields, some of the farmers would go fishing, and a few raise livestock or practice slash-and-burn (kaingin) in the uplands. Many of those living in upper Pangil make handicrafts such as creating paper mosaic and wood carving.
The farmers work hard from land preparation to harvesting, but their earnings are not enough to sustain them. They are burdened with various agricultural problems. Most of them do not own their lands, and do not have capital or access to credit for farm inputs. Farmers also have inadequate irrigation and they lack technical assistance from the local government. Many farmers are exploited in the market, e.g. some private corporations would buy their palay for a very low price, they cannot usually dictate the price in the market.

    Adding to these problems are two major issues confronting their farming efforts: The Napindan Hydraulic Control Structure and the Sierra Madre Water Corporation Dam Project. Presented here are the research findings addressing these issues.



Case Study 1. The Creation of the Napindan Hydraulic Control Structure

During the late 1970s, the national government, in cooperation with the Laguna Lake Development Authority (LLDA), started converting and privatizing the use of Laguna de Bay and the areas surrounding it. These projects started damaging the lake ecosystem.
A lot of different factors that caused damage to the Lake were accompanied by the conversions and privatizations of lake usage. Among these were the establishment of various electrical power plants (SUCAT Fuel Fired Power Station, Malaya Thermal Plant I and II, CALIRAYA Hydroelectric Power Plant, Kalayaan Pump Storage Power Plant, Macban Geothermal Power Plant) and pollutants originating from the factories and local industries (PUMALAG, 2007). A large part of the pollution also came from unregulated dumping of sewage from residential areas near and around the lake.
All these resulted in the gradual or complete loss of plants and phytoplankton in the lake and ecological imbalance, hence further decreasing fish productivity of the lake (LLDA, 1995).
PUMALAG cited that in 1983, some private corporations built large fish pens in the lake, covering from 2,500 to 34,000 hectares. Before this, about 33 species of fish thrived in the lake, but this has now decreased to six or seven species only.
The situation at the lake further worsened with the approval by the former President Corazon Aquino of the Dominant Water Use Policy of 1989 justifying the conversion plan to make the lake the primary water supply source for Metro Manila. From the time of its declaration, Pres. Aquino and the Metropolitan Waterworks and Sewerage System (MWSS) allowed the use of a P622 M fund for the Rizal Province Water Supply Improvement Project according to PUMALAG.
In the early 1980s, the storm water flow magnitude increased, causing uncontrollable floods in parts of Metropolitan Manila. Because of this, along with the pressing problem of water pollutants and the water supply project of the government, the Manggahan Floodway was constructed. This floodway adjoined Marikina River with the Laguna de Bay – easing and mitigating the floods in Manila, especially along the Pasig River where Malacañang was located. This project established Laguna de Bay as a reservoir of flood waters.  
The creation of the floodway paved the way for the construction of the Napindan Hydraulic Control System (NHCS) in 1983. The structure was intended to lessen the increase in salinity due to saltwater entering from Manila Bay and to block pollutants entering from the Pasig River into Laguna de Bay. The NHCS was built adjoining the Marikina and Pateros-Taguig rivers with the Pasig River. This union of two rivers is also the downstream endpoint of the Napindan Channel, which is the upper part of Pasig River that connects to Laguna de Bay (http://www.vistapinas.com, accessed 2009).
The NHCS project would have the following effects (Figure 2):

1.    The water in some parts of Metro Manila, especially along the Pasig River, would be diverted to Laguna for temporary storage through the Rosario weir.  
2.    The Marikina River Control Structure would be closed to prevent the water from the Marikina River from flowing into the Pasig River and the city of Manila; this would also result in flooding in Marikina.
3.    The floodwaters in Marikina would flow into the Laguna de Bay and would also overflow into the towns near the lake.
4.    The Metro Manila area would then be free from flooding.
5.    The residents near the lake, in turn, would suffer as a consequence of the diverted water flow.

Since its establishment, the LLDA would regularly close the NHCS. They would open only one of the six openings to allow the polluted water to flow from the factories in Metro Manila down to the other shorelands of the lake, particularly in the Fourth District of Laguna.


 Figure 2. Map of the Manggahan Floodway and the Napindan Hydraulic Control Structure and the results of their construction. (Source: Naghihingalong Lawa: Ang Kalagayan ng Lawa ng Laguna at mga Isyu, PowerPoint presentation prepared by PUMALAG, 2007)

The construction of the NHCS affected the lives of farmers and fisherfolks who mainly or partly depended on the lake for their livelihood. The regular closing of the Napindan channel had generated negative reactions from the people whose primary source of livelihood was affected.
As a supposed response to the needs of the fisherfolks to catch more fish, the LLDA allowed the establishments of new fish cages in 1994. However, some of these cages were owned by big businesses who were not residents of the area. In 1994, there were 62 fish pens owned by fishermen cooperatives, occupying and area of about 2,382 hectares; 187 structures were owned by corporations or about 10,485 hectares (LLDA 1995, accessed 2008).This, in turn, caused additional pollution to the lake, and further loss of catch from the lake waters.  
In 1995, the following year, former President Fidel V. Ramos issued Executive Order 240, an act “Creating the Fisheries and Aquatic Resources Management Councils in Barangays, Cities, and Municipalities and their composition and functions”: 
… in accordance with the policy of the Philippine Government to ensure that the active and extensive participation of people directly affected will be engaged in the management and control over fisheries and aquatic resources. The law also called for the empowerment of the subsistence fisherfolks through meaningful participation in the management, development and protection of fisheries and aquatic resources for sustainable productivity (http://www.adb.org , accessed March 2009).  

According to a key informant, Darwin of PUMALAG, the E.O. 240 enacted by Pres. Ramos was used to the disadvantage of the fisher folks. The order prescribed the limitation of the extent to the fishing grounds that the local, smaller-scale fishermen are allowed to fish from.  
The most recent problem the people are facing is the government’s plan of evicting these old residents from around the lake. According to the Pambansang Lakas ng Kilusang Mamamalakaya ng Pilipinas (National Fisherfolks’ Movement of the Philippines) in a report of Philippine Daily Inquirer (July 2008), the LLDA and the Department of Environment and Natural Resources (DENR) were planning to evict more than 30,000 families of small fisherfolk and urban poor in Taytay, Cainta, and parts of Taguig and Pasig. Around 500,000 residents in Rizal, Laguna, and the National Capital Region or NCR will be displaced, paving the way for foreign-funded dike and road widening projects (PUMALAG, 2007).
The closing of the Napindan Channel created problems not only for fisherfolks, but more so for farmers who planted rice near the lake. With the implementation of Republic Act 4850 (R.A. 4850), which stipulated that the shoreland within the 12.5m elevation be within LLDA jurisdiction, the farmers have lost their right to claim the farmlands they have been cultivating. The farmers claimed that they were the ones who were paying the taxes for the lands and that the town would eventually be losing a great amount of rice production if the said R.A. would be implemented, which really happened soon thereafter.
Farmers living near the lake have cultivated rice nearly all their lives using the water in the lake as a source of irrigation. They have even developed an informal ownership arrangement among themselves. Some of them even held Certificates of Land Ownership Award (CLOA), for which the government was taxing them.  
     Although the Napindan structure was built in 1983, it was only in 1989 that the farmers felt its effects on their farms. Previously, these farmers thought that the flooding was only caused by the tidal conditions which they thought was a condition that they could do nothing much about. The situation continued to worsen and in the succeeding years, some farmers even felt “lucky” if they could have one rice cropping in a year. Many of the “unlucky” ones had to abandon their rice fields because the floodwater level would never subside.
According to an interview with Ka Mario, a 71-year old farmer from Pangil, at least 1,000 farm families in the fourth district of Laguna were affected by the Napindan Channel Structure. Almost 100 families were affected in his village of San Jose, Pangil alone. Prior to the Napindan channel’s establishment, the farmers could earn well, he added, with the help of the lake that was providing them enough water for irrigation. But when the channel became operational, the farm plots near the lake were gradually washed away, and the flooding still continues up to this date. In an interview with the members of the Samahan ng mga Magsasaka sa Ibaba, Pakil (SAMIP), a farmers’ organization in lower Pakil, they attested that Pakil had gradually lost around 1,000 hectares of farmlands planted to rice since the flooding started.
The peasants look at the project as a politically motivated one. They believe that the structure was constructed merely to protect the factories in Metro Manila. Even the planned eviction of the fisherfolk and urban poor around the lake was believed to be done to pave the way for foreign-funded infrastructure projects. These projects angered the peasants because according to the SAMIP, the government would prioritize the favorable condition of the capitalists who owned the factories and other industrial or commercial establishments in Manila and the income to be generated from them, over the welfare of the local fishing and farming community.  
The CALABARZON (Cavite, Laguna, Batangas, Rizal, Quezon) project also exemplifies land conversion and privatization in the early 1990s (PUMALAG, 2007). The project, dubbed as Laguna Lake 2000, divided the lake into three uses: commercial, industrial, and ecotourism (Figure 3). This further decreased the income of the peasants (PUMALAG, 2007).


Figure 3. Comparative land use of Laguna de Bay (Source: Naghihingalong Lawa: Ang Kalagayan ng Lawa ng Laguna at mga Isyu, Ppt presentation prepared by PUMALAG, 2007)


The issue of the Napindan Channel may currently be the biggest problem for the farmers in the Fourth District of Laguna. However, not even one among the three Municipal Agriculture Officers (MAOs) that the researcher had visited talked about this issue. They were still grappling with the “minor” problems such as clashes among relatives and neighbors in the peasant community. 
    In the conversations with the MAOs, the researcher observed that the government officials viewed the problem from different lenses. First, as to LLDA’s claim to the lands, they said that the LLDA had legal claims to the areas inasmuch as they had the legal papers. The MAO from the third town said that the LLDA would consider only the lands which had titles dating before 1975 as validly titled. However, if these do not have titles, the LLDA will claim and manage the lands. Lands bought after 1975, although titled, were not honored by the LLDA.
Secondly, as to the farmers’ clamor for water and the opening of the channel, the MAO from the first town said that the farmers could actually crop only once a year because the level of water gets too high during the rainy season. Also, the flooding was not permanent and the farmers could plant when the water subsides. Furthermore, the MAO in the second town said that even if five villages (Banilan, Kabulusan, Casa Real, Matikew, Casinsin) are near the lake, they were allowed to farm in the upland area in exchange for their lands that were flooded. The farmers, he added, can even turn to fishing in the lake to make a living.
The MAO in the third town said the matter was too technical to explain. However, he commented that their rice fields (in the third town) is around 90 to 100 hectares. This is the only area that farmers can use during the dry season because during the wet season, the water level gets too high. “We can only use half of the fields, or even less, around one-third,” he said. He added that around the mid-1990s, the LLDA was no longer opening the channel – even during the dry season.

Communication Strategies Used
Barangay chairman Norman Patricio of San Jose in lower Pangil, a UPLB graduate who got involved in student activism during the late 1980s, related some of the communication strategies used by the farmers and PUMALAG to resist the closure of the Napindan Channel. In the series of discussions that the PUMALAG held, they always emphasized the importance of the following strategies:
    Hold conferences and meetings in relation to the situation of the Laguna Lake and the negative effects that the government’s Laguna Lake 2000 program had generated.
    Launch mass movements. Create mass organizations and encourage them to join the “Save Laguna Lake Movement” which will lead the campaign in coordination with the organizations of fishermen, farmers, poor communities, and other sectors who would be likewise affected by the government’s program.
    Encourage and persuade a wider number of individuals, groups, and communities to support and join the campaign and mass actions.

Messages. When the PUMALAG came into the scene, it conducted investigations as to the situation of the farmers and the effects of the Napindan Channel to them. They were able to share the general knowledge the NGO have learned from these investigations. They held educational and group discussions among the peasants in the towns affected by the channel from 1989 up to this date, 2009.
It was not just the issue of the flooded rice fields that they discussed, but more so about the general condition of the Filipino farmers. During their initial contacts with the peasants, PUMALAG also gave short courses on Philippine society and on how to run an organization, and not just about the issues that they were facing. The farmers were also taught how to negotiate with high-ranking government officials, especially during table battles, as well as how to organize collective actions. PUMALAG also trained them in various farming technologies.


PUMALAG kept the peasants informed about the problem of the Napindan structure and the related issues surrounding the establishment of the NHCS. The messages were laid down clearly. They tried to clarify the ambiguities that the MAOs and the LLDA could not explain, especially facts that these institutions have not disclosed. They also revealed that the rice fields will likely continue to be flooded if the tourism project that the LLDA and the local government units have been planning will materialize.
According to barangay chairman Patricio, the peasant organization stressed the importance of the lake to the people’s livelihoods. They encouraged the farmers to fight for their welfare and for their rights to the farmlands (and to the use of the lake where they fished).
PUMALAG also pointed out that it is only through the unity of the peasants in the community that they could get back the lands that they have already lost. Since the flooding of their fields from the mid-1980s to the mid-1990s, the farmers were able to pressure the LLDA to open the Napindan structure during the time when the peasants were still united and organized.

Channels. PUMALAG used various communication channels to help the organization spread the issues in the community. These channels facilitated better communication among the allied members of the organization, as well as between the peasants and government officials.
Mass media. Romy Malabanan, who became the chairperson of PUMALAG in 1998, was able to air the issues in his radio program over DZSP four times a week from 1998 to 1999. Tata Pido, chairperson of PAMALAKAYA (a fishermen’s group), was also able to discuss the Napindan issue on national television (Channels 4 and 13) in 1997, along with the condemnation of the bill passed in congress which was later called R.A. 8550, otherwise known as the Fisheries Code of 1998.  
Other communication materials. ALMAPILA, one of the peasant groups requested to help organize the communities against the project used leaflets, educational discussion activities, radio, newspaper, and street performances to send out information, create awareness, and mobilize the citizens around the issue.  
In 1991, ALMAPILA distributed flyers titled “Labanan ang Pagpapalit Gamit sa Pangisdaan” (Fight Against Lake Use Conversion) to the communities to raise people’s awareness regarding issues related to the Napindan structure and the proposed tourism project of LLDA and the local government units.
PUMALAG along with the peasant alliances also employed mobile propaganda teams (MPT) and Oplan Dikit (posters) to give more information to the local residents.  
They also had Operation Balatenga and Operation Paanod wherein they posted streamers around Laguna Lake and placards on banana trunks and let them float to navigate through the lake. These were coordinated actions from 1997 until 1999.  
Further, they staged Lakbay-Lawa wherein the peasants walked around the lake shoreline from San Pedro, to Pakil, Siniloan, Mabitac, and further on to Calamba. The event was led by the Propaganda Ahitasyon Organizing Team (PAOT). This team, created by PUMALAG, made placards, streamers, leaflets, and flyers for mass distribution. Regular Lakbay-Lawa activities ended in 2001, but there have been some instances when the groups of peasants held it again. The last time they held this activity was in October 2007.
Forming alliances. The farmers of Pangil also established ties with the Alyansa ng mga Magsasaka sa Pangalawang Distrito ng Laguna (ALMAPILA or Alliance of Farmers in the Second District in Laguna). They asked ALMAPILA to help them organize a group to stop the project from being implemented.
In 1997, the established peasant organizations, together with ALMAPILA which later on became PUMALAG, first went to the town councilors to encourage them to present resolutions to the municipal council in support to the protest of the PUMALAG against the Napindan Channel. They “serenaded” the houses of the councilors to draw attention to the plight of the affected peasants. “They would let us come in and have some coffee,” Ka Darwin recalled.  
They also invited these councilors to attend the fora and symposia they organized for that year (1997). “Some would agree to our position. Others gave their support by creating resolutions at the municipal level, but some just shrugged their shoulders,” Ka Darwin added.  
Meetings. Aurelio, a peasant member of SAMIP, said that he was able to attend the meetings organized by the LLDA regarding the issue of flooding in the latter years of their campaign in 2000. However, these meetings did not yield any favorable response to their cause.  
The LLDA also discussed a tourism project they were trying to put together in coordination with the local government units (LGUs). During the meeting, the planners revealed that they would provide speedboats that would ply the Pasig-Laguna route through the Laguna de Bay waters, providing an alternative water transport to relieve commuters from the congestion of the existing road traffic.
In 1998 and 1999, the MAOs in the affected towns also attended a few meetings organized by the various farmers’ groups to tackle the flooding issue. Unfortunately, the MAOs would always explain to the farmers that they have limited power as to the opening of the Napindan structure.
Pickets. The peasant groups also staged picket-dialogues to LLDA from 1997 up to this date, 2009. “They would tell us they would study the matter, but it just ended there. They did not respond to the resolution handed by the peasants,” Ka Darwin said. In May and October 2008, they held picket-dialogues again in front of the office of LLDA in Bay, Laguna.
Negotiations/Dialogues. The Pambansang Lakas ng Kilusang Mamamalakaya ng Pilipinas sa Timog Katagalugan (PAMALAKAYA-ST or the National Fishermen’s Alliance in Southern Tagalog) and PUMALAG held various negotiations with the LLDA along with DENR and DPWH from 1996 to 1998.
According to LLDA, (1995, http://www.llda.gov.ph/masterplan, accessed November 2008):
Fishermen’s organizations along with fishpen operators demanded the opening of the hydraulic control structure which is being operated by the Department of Public Works and Highways (DPWH). Whether LLDA has a significant hand in the construction or operation of these infrastructures (NHCS and MF), antagonism was mostly directed at LLDA, which they claimed was irrelevant and powerless to do anything about these issues which concerned the operation of NHCS-MF and their consequent negative impacts on the fishery sector. Negotiation between DPWH and the fishpen operators and fishermen leaders occurred many times to allow the opening of the structure, especially during summertime when saltwater is most needed by the fishery sector. 

Meanwhile, no negotiations took place with the Municipal Agricultural Office as far as the issue of the Napindan Channel was concerned. This was probably because of the MAO’s limited power over the issue, real or perceived. 

Approaches. The PUMALAG mainly used persuasion appeal to encourage the peasants to join the movement against the establishment of the NHCS. The organization stressed why they should fight for the farmlands that the LLDA was claiming to be under its authority to administer. Likewise, the negotiations/dialogues that occurred between the peasants and the government officials helped everyone to air the sentiments and be made aware of the needs of both sides.  
Ka Fred from Pangil, on the other hand, recalled how he was personally persuaded to act on the issue. “Ka Alex (a fellow farmer) told me that if I would not act on the Napindan issue, my children would not be able to enjoy the benefits of the lake like I have/used to. I have four children, and I didn’t think that their would-be children could still enjoy farming and fishing (on the lake).” Since then around 1990, Ka Fred became one of the most active peasant leaders in the locality.
    The peasants were likewise persuaded when PUMALAG made them realize that they also had the right to the land that the LLDA was claiming; and that through their collective voices and actions, they could generate a positive response from the government agencies responsible for the project.
    The approaches that PUMALAG used seemed to work for they were able to get a great number of peasants from the communities of upper and lower Pangil, Paete, Pakil, and other towns in the Fourth District to join their cause. Much more than the personalities of the community organizers, the peasants joined in the protest actions because of the information and education shared to them by PUMALAG.


Some Outcomes of the Communication Strategies
Community mobilization. The worsening situation of the farmers caused by the flooding prompted them to consult with the ALMAPILA (which later became PUMALAG) organizers. They initiated contacts with the organizers in 1989 and have ever since been coordinating their activities and working well together until the year 1998.  
Romy Malabanan, a local resident of the fourth district, was the most eager in leading the organizing activities. Alfredo Velasco (Ka Fred) from Barangay Banilan, upper Pangil was also one of the key leaders then.  
    “The organizing team of ALMAPILA scattered around the Fourth District. They talked with the affected farmers through group discussions, and they (the farmers) were willing to act on the issue,” Darwin narrated. Soon after, the ALMAPILA was able to create alliances with the peasants, as well as with some community leaders in the affected villages and towns.  
PAMANA, an already established organization in the district chaired by Ka Maing, was transformed and led by the ALMAPILA in 1996 (but it eventually went back to its being a traditional organization in 1999).  
The Samahan at Alyansa ng mga Mangingisda (SALAMIN or Alliance of Fishermens’ Groups) and Alyansa ng mga Magsasaka at, Manggagawa (ALMASEK or Alliance of farmers and workers) were both established in 1999, while Katipunan ng Masang Anak Pawis sa Pila (KAPS or Peasants’ Union of Pila) was created earlier in 1997. All these organizations were established as a result of the community organizing activities of the ALMAPILA to respond to the problems generated by the closure of the Napindan Channel.
    The (current) PUMALAG also regularly conducted leadership training and seminars (LTS) when these organizations were established. During these years, the peasants, together with the PUMALAG community organizers, went to each town affected by the project. They talked to other peasants and encouraged them to participate in the discussions and mobilizations against the government project. They were able to conduct consultations and discussions with the key leaders from different affected barangays.  
Partial compliance. Mr. Aurelio related that the farmers went to the LLDA office many times to negotiate with them not to close the channel. They said that the LLDA would accept their request, but they would close it again the next year. 
Due to the widespread protest rallies from the municipal, provincial, to the national levels, the LLDA opened all six gates of the structure in 1998 but closed them again after two months, despite the increase in protests that occurred (based on the monitoring work of the peasant alliance group). Ka Darwin said, “They would only open one gate if they need to allow the flow of polluted water coming from the industrial enclaves, but not enough to allow the water from the rice fields to subside.”  
The farmers continued protesting to the offices of LLDA and of the Department of Agriculture. They even marched to Mendiola (bridge near Malacanang Palace symbolic for being a popular venue for staging public protests), but the policy remained the same.  
As of the moment, the hydraulic control structure remains closed. Although a few alliances of the PUMALAG have already lost hope of going back to their rice fields, some farmers are still willing to pursue their right to the lands they used to cultivate. They still believe that through more coordinated community organizing and persistent mobilizations, the LLDA and the other government agencies responsible for the flooding may yet yield to their demands.

Case Study 2: The Pangil River Dam Project

According to a December 2008 report of the Philippine Daily Inquirer officials of the Metropolitan Waterworks and Sewerage System admitted “that the MWSS could not produce enough water for the metropolis” in the early years of the 1990s. To address this problem, former President Fidel V. Ramos enacted the Water Crisis Act of 1995 to supply Metro Manila’s need for potable water.     
The same PDI report mentioned that as early as 1992, prior to the enactment, “the project preparation and development of the dam in the Pangil River had already begun.”
In the same year that the W.C.A.1995 was enacted and in response to the said act, the Sierra Madre Water Corporation (SMWC) proposed to construct a dam in Laguna and another one in Real, a town in the adjacent province of Quezon.  
Laying out the components of the dam project, the SMWC would build catchments in the rivers where it would build a water reservoir. The reservoir would then pass the water through a pipeline which would start from the Pangil River either down to Parañaque or through Antipolo.  
There are five rivers within the Sierra Madre mountain range, and one of them runs through the town of Pangil. Basically, the Pangil River water would power the mini-hydro power plant which the SMWC would also use to energize their total hydro-electric system. The electrical energy of the hydro power plant would be 69 kilovolts.  
The proposed project would be done in three phases. The first phase would be the construction of two dams which would be used to impound water from the Pangil, Tibag, and Galalan Rivers. The second phase would entail the constuction of another two dams which would be approximately 70 meters wide and 30 meters high. These dams would generate water from Sala-salabang and Tataepo Rivers which are situated near the Pakil reservoir. The third phase would be the installation of a mini-hydro bulb-type power plant at the mouth of Pangil River to utilize the discharge of the tributaries of the lower catchments of the said river. The proposed water reservoir, or dam, in Pangil would be approximately 30 meters high which would contain 50 million cubic meters of water.  
According to the summary report of SMWC, the project would comprise the following facilities and equipment:
    Seven diversion weirs, tunnels, a pipeline and a pumping equipment that will generate a minimum of 8.2m3/sec of raw water to the treatment plant;
    13,250 hectares of watershed;
    708 water treatment plants at Mabitac Laguna;
    Approximately 25km of collection/transfer tunnels; approximately 9km of delivery tunnels and approximately 48km of delivery pipelines.

Municipal and Village Officials’ Voices. According to the testimony of former Mayor Sergio Manzana, he had received a letter from the SMWC signed by their project coordinator Mr. Allan Bacalse, dated October 20, 1995. The letter contained a request for municipal clearance and endorsement for a new water supply project for Metro Manila. The letter proposed the following:
    First, the water coming from the mountain will pass through the Pangil River to be used as potable water supply in Metro Manila.
    Second, the project is in support of Pres. Fidel V. Ramos’s W.C.A. 1995. This would mean that the project will have its agency (SMWC) to continue the project because the act will expire on June 30, 1996.  
    The SMWC was asking permission to continue its feasibility study because of the timetable that they have already created. The period will be due in mid-January 1996.
On October 23, 1995, the Sangguniang Bayan (Municipal Council) of Pangil gave its approval, but only as far as the feasibility study was concerned, based on the following grounds:
“Whereas, in support to President Fidel V. Ramos’ Water Crisis Act of 1995, the Sierra Madre Water Corporation submitted its proposal;
Whereas, the proposal is in support of “potable water” supply for Metro Manila to be generated from the Pangil River;
Whereas, the said project will be built in the soils of Laguna and Quezon, that dams/mini-hydro power plant will be built; and
Whereas, to achieve the success of supplying “potable water” to Metro Manila, the Sierra Madre Water Corporation will have to make the “feasibility study” of its project;
Wherefore; in accordance with the proposal of Hon. Agapito P. Valera, Jr. and seconded by Hon. Eugene M. Reniva, and approved by all the members, the Municipal Council has decided to allow, AND IS NOW ALLOWING    the Sierra Madre Water Corporation to accomplish its “feasibility study” of the proposed project.”

That same year, the former Mayor of Pangil agreed for the conduct of the feasibility study of the project despite the resolution from the Sanguniang Barangay (village council) to reject the said project, notwithstanding the disagreement of the barangay chairmen of the municipality of Pangil. However, later that year, seven out of the eight barangay chairmen of the town also approved the proposed project. 
Project Planners' Voices. According to the SMWC, the planned project would be favorable for each barangay of Pangil and the other towns such as Paete and Pakil as well. The municipal governments in the district could generate income from it, according to the local government code regarding projects of private companies. Each barangay would have been entitled to receive 10 million pesos whereas the municipality would receive at least 30 million pesos, annually.  
 According to the planners, they would only use the water from Pangil to supply their mini-hydro power plant. They explained that most of the water that they would use to supply Manila would be generated from the rivers flowing to the Pacific Ocean and not so much from the Pangil River.
Peasants’ Voices. However, Hon. Peping Gana, the Barangay Chairman of Balian in Pangil (and the sole barangay leader who was left opposing the dam project) and his first councillor Hon. Santi Adrada, along with the other concerned citizens of Pangil foresaw the possible water shortage in the whole town. The water shortage might cause drought to the agricultural barangays, such as Banilan where irrigation is badly needed.  
    The townspeople also feared that the dam might not be strong enough to hold the water. According to the plan, the intended size of the dam was about 400m above sea level from Laguna de Bay. If the dam would break, the towns of Pakil, Siniloan, Famy, and Mabitac would surely be affected, especially Mabitac which is situated on very low ground. The 50,000 cubic feet of water in the dam cannot be contained in the tunnel, hence, it would surely overflow into the nearby towns mentioned.
    The issues were unknown to most of the residents of the said towns. The municipal leaders, as well as the other barangay officials, did not disclose these to their constituents. Chairman Peping, the sole official who opposed the project, expressed disgust over what he called “playing politics” by his fellow officials: 
“We had two members of the municipal council in our barangay who had never even fought for us. They just agreed with the project because they were overpowered by the mayor. The mayor’s family financed the candidacy of the councilors; their political parties would be supported. Majority of the budget would come from the SMWC, the project holder.”

    
Chairman Peping said that the mayor used his power to persuade those chairmen to accept the project. He cited three reasons why he thought these leaders approved the project:
“First, they would get money from it. There have already been two elections when they [the investors] have supported their candidacies and allies just so they would stay in power. This is because the project cannot be implemented if the winning candidate is not an ally of the Sierra Madre Water Corporation. Second, they wanted to hunt for treasures allegedly left by the Japanese. Third, the Manzanas are connected with the Fil-estate, so in their feasibility study, the mayor would get 20%.”

    Fil-estate is a business corporation in charge mainly of development projects. According to Chairman Peping, Fil-estate would be the one responsible for the technical job, as contracted by the SMWC.


Communication Strategies Used

To protect the interest of the peasant community, a group of concerned citizens – an opposition group – was created. Led by Ka Peping and Ka Santi, then Barangay Balian chairman and first councilor, respectively, the Mamamayang Nagmamalasakit sa Kalikasan at Kaligtasan ng Buhay (MNKKB or Concerned Citizens for Life and the Environment) was later formed. The former chairman had served his constituents as barangay chairman for three consecutive terms (one term of office is three years). Although he was never personally involved in any mass movements prior to the dam issue, his political orientation had always been one where social justice for his constituents would prevail.
From 1995 when the proposed project was approved, the MNKKB undertook various community organizing activities to persuade the people to fight against the SMWC dam project. Later, the movement was joined by the citizens of Pangil, especially from Barangay Balian, militant groups like Karapatan (Alliance for the Advancement of People's Rights) and PUMALAG, students, priests, and other concerned sectors.  
The members of MNKKB conducted information drives in all the barangays. 


Messages. Information campaigns regarding the municipal officials’ approval for the feasibility study to proceed which could then be used to establish the dam, with its possible negative effects, was conducted in all the barangays of Pangil.  
The MNKKB members distributed the copies of their petition paper (A Strong Protest Against the Sierra Madre Mountain Water Supply Project to Build the Dams/ Reservoir) to disseminate information to the community around the first quarter of 2005. The paper stated:
“The four dams…which would submerge 13,250 hectares of land or watershed, will generate 8.2 cubic meters per second of raw water, egress 500-600 million litres of water everyday, are detrimental to us who are living near the foot of the Sierra Madre Mountain and the lower parts of the shore land in Laguna de Bay.

There could be an appalling event that could happen today or to the coming generation – death and loss of property of the residents, our loved ones, me and you.

This is not about money, our lives are at stake. Save Sierra Madre Mountain, No to Dams!”

    The MNKKB flyer also encouraged the people to “learn from experience. Protest against the dam project and any project that would destroy the Sierra Madre Mountain.”
The group believed that the current Municipal Mayor Juanita Manzana was determined to support the project. She sent a letter to Bishop Leo M. Drona of the Diocese of San Pablo dated March 22, 2005, explaining about the SMWC project. 
The municipal mayor informed the residents that the MNKKB has erred in its projections against the dam project, and that the organization was only exaggerating the issues. The letter contained the following messages:

    There is no assurance or approval that the project would push through.  
    There is no truth to the claim that 13,250 hectares of land would be submerged in Pangil because the town has only about 6,947 hectares.
    The depth of the dam would only be 30 meters. This would be put in the “315-meter embankment elevation” which means that the dam would be built in the mountain 315 meters from the sea. 
    In the feasibility study of SMWC, the company’s supposedly priority activity would be the planting and protecting of trees in the mountain to create a watershed. In the meeting with the SMWC, the municipality emphasized that the corporation could not generate any water from the Pangil river that goes directly to Laguna Lake because the town needed it. They could only get water from rivers in another part of the mountain – those which directly go to Lamon Bay and the Pacific Ocean.

The church, which opposed the project, called upon the residents of Pangil to act on this matter. Bishop Leo M. Drona gave his own message dated October 20, 2005:
“The mountain of Pangil is created and given by the Lord for the residents of Pangil and for all those who are giving importance to the land.
It is our obligation to maintain the peace and order for the benefit of everyone.
I am giving my support to any activities that would be carried out so that the grace we receive from the Lord would be preserved for the people and for the next generation of Pangil.”

In a news report of the Barangay newspaper (February 16-12, 2005), Bishop Drona also warned his constituents to “take serious considerations in studying the long term consequences of constructing a dam, together with the help of geology experts and environmental specialists… multinationals and transnational corporations who would be tapped to undertake the project are never conscious about preserving our forest and environment.”
The prelates of Infanta of Infanta, Quezon also sent their support to the movement. Titled “Pahayag ng Paninindigan ng Kaparian ng Prelatura ng Infanta” (Position Paper of the Prelates of Infanta, n.d.), they distributed the copies of their campaign to the community containing the following statement:

“We, the prelates in Infanta, have experienced the calamity brought upon by the uncontrollable typhoons which hit the mountain ranges of Sierra Madre. This killed more than 1,000 residents, sent hundreds of indigenous people away from their homeland, destroyed more than 5,000 houses, farm lots, property, and affected more than 10,000 families.

The Catholic Bishops of the Philippines and various groups have long been campaigning against the relentless logging in Sierra Madre for the past years. The government, Department of Environment and Natural Resources (DENR), and other local officials have been deaf and blind regarding this issue.”

The priests then addressed these messages to the MNKKB. It was expected that the alliance would: 
    “Further work on raising the awareness of all the people in the community on how to protect the environment; 
    Bring the illegal loggers and the accomplice government officials, be it from local to national levels, to court; and  
    Look for alternative sources of livelihood (for the local people) which would not be detrimental to the environment.”
More people believed in the MNKKB’s messages that the project would surely have a negative effect on the various towns in the province, and especially so on the farmers.

Channels. The alliance immediately communicated with cause-oriented groups willing to help and with the Catholic Church which was committed to take a concerted action with them. The MNKKB had to personally negotiate the matter with the municipal mayor, while at the same time communicating with the residents of the various towns to stop the project. The group also went directly to the farmers in the communities. The priests on the other hand encouraged other church leaders to talk about the dam project during their ceremonies.
Information-education communication (IEC) campaign. In 2005, the MNKKB sent out petition papers, flyers, leaflets, letters of appeal, and other campaign materials which all described the effects that the project might create. They mobilized the members to carry out an information campaign about the plan in every barangay
The flyers entitled “Save Sierra Madre- Save the People (No to Dam, no to Logging, no to Mining)” were widely circulated during the campaign. It contained the statement of the alliance of the farmers, fisherfolks, local barangay officials, residents of Pangil, and the church against the establishment of dam.
Newspapers. According to an article in the Business newspaper (August 1, 2003) the MWSS had the bidding plan for a big water project in Metro Manila. Included among the seven interested parties was the SMWC. The article further explained the interest of the SMWC to push through with the dam project.
The Barangay weekly newspaper (Feb 6-12, 2005) also reported that the Catholic Church under Bishop Leo M. Drona announced the plan to spearhead a movement throughout the diocese of San Pablo to save the Sierra Madre Mountain ranges.
According to the news, Bishop Drona “told parish leaders, parishioners including officials of the municipal government that the issue on environment is extremely crucial.”
Protest rallies. Also in 2005, the diocese of San Pablo helped lead protest rallies. The church helped the MNKKB to inform, educate, persuade, and motivate the local residents to resist the project.
Forum/meetings, motions/petitions, court hearings. The Forum on Environment was held in April 18, 2005 at the Central Elementary School of Pangil. The meeting was attended by the residents from the towns of the Fourth District, and the former and current mayors of Pangil –Sergio Manzana and Juanita Manzana, respectively. Questions about the events and current status of the Sierra Madre Water Project were raised, but no clear answers were given.
A hearing was then held the following day, April 19, with the National Water Resources Board. The leaders and members of MNKKB attended, along with other concerned citizens; it was only then that they learned the truth that water permits were already given to the project.  
The groups filed a motion and petition to stop the implementation of the project to the National Water Resources Board. Along with the petition paper was a signature drive to show the municipal government how many were opposing the project.
Further, the allied groups sent letters to the Mayors’ League in Laguna and Rizal in the early quarter of 2005 requesting them to support the mass actions that the various action groups have been undertaking. None of the mayors in Laguna heeded their call.  


Some Outcomes of the Communication Strategies


Community organization and alliance building. As mentioned earlier, the first action of the peasants was to organize themselves to create an alliance. They built coalitions with the citizens of Pangil (especially from Barangay Balian), militant groups like the Alliance for the Advancement of People's Rights (KARAPATAN), PUMALAG, students, the Catholic church, and other concerned sectors. The alliance was later on called as the Mamamayang Nagmamalasakit sa Kalikasan at Kaligtasan ng Buhay or MNKKB.
The allied group had been able to file with the NWRB a motion to stop the implementation of the dam project. “Petition for Annulment by the National Water Resources Board of Water Permits Given to Pangil, Paete (Laguna) and Real (Quezon) Related to the Sierra Madre Water Project” was docketed as Case No. 15024 (Pangil), with SMWC as sole respondent.
Furthermore, although the town and city mayors ignored their request to nullify the approved petition of the SMWC for a feasibility study, as sent by the MNKKB in the early quarter of 2005, this request did put pressure on the Laguna provincial government to consider and to discuss their petition in the provincial administrative board.
    The MNKKB earlier on forged an alliance with the church because they knew that it would cooperate in favor of the welfare of the masses. Led by Bishop Leo M. Drona of the diocese of San Pablo, the Church joined in the mass actions; the Church actually led the protest rallies thereafter. The church helped the MNKKB to inform and educate the people about the issues surrounding the dam project, and persuade and motivate them to join the mass actions to protest against its implementation. 
Equally important, the Bishop also encouraged the other church leaders to talk about the dam project during their ceremonies.  
The MNKKB was able to mobilize a substantial number of people for their first day of protest actions. The alliance also had a motorcade with Bishop Drona who actually led the protest speeches. Even those who were not going to be directly affected by the project participated in the protest activities that followed. These included residents of the neighboring town of Pagsanjan and other members of multi-sectoral groups. However, most of those who attended were from the peasant sector.
These created heightened awareness, which further encouraged more people from Pangil and nearby towns to participate in the protest actions. The once politically passive local residents were “awakened” and became united on this particular issue. 
MNKKB focused its information drive more on the effects of the project to farming, because the town is an agricultural community. The thought of such potential damage was a big motivating factor that compelled many residents to give their support to the MNKKB.  
More facts about the plan to build the dam were disclosed from 1996 to 2005 when the project was stopped, During all those years of community organizing, the issue of corruption and the role of the municipal government in paving the way for water projects such as the dam were made public. It should be remembered that the Water Crisis Act was enacted in 1995 yet, but as mentioned in the PDI article, project preparations for a dam in Pangil River have reportedly been underway as early as 1992.
    After almost a decade since the people stated creating noise against the construction of the dam, people are apprehensive that the project will be resurrected.
The last time that the Municipality of Pangil held a public hearing was in September 19, 2003, in which no ruling was granted to annul the petition of the SMWC for a feasibility study. No second hearing was called because the SMWC already lost coordination with the municipality. Ka Santi disclosed that the developer, along with the municipal government, would find means to push through with their plan. “They have already spent millions for the project, they cannot just give up their initial spending,” he added.



Broken Chain of Silence: An Analysis
    

Social projects are designed to ease up or mitigate the adversities of the people in a community. However, together with their avowed benefits, also inherent to any such projects are the inevitable negative effects to a group or sector in a community where the projects have been implemented.  
The Napindan Hydraulic Control Structure (NHCS) was designed to help solve the flooding problem in parts of Metro Manila. However, in the process of addressing the said problem, great damage has been inflicted on the fisher folks and farmers in the Fourth District of Laguna. The fishermen in Laguna Lake have experienced dwindling fish catch, while most farmers whose rice fields are near the lake had to abandon their farms when the flooding around the lake worsened. In protecting the economic center of the country, a few sectors in Laguna had to bear the consequences. Mainly because of these consequences, the peasants had to voice out their sentiments against the NHCS and to the other government agencies that had a hand in the operation of the structure. 
The same issue goes to the Sierra Madre Water Corporation Dam Project. Metro Manila desperately needed tap water supply, which the provinces of Laguna and Quezon could provide. In responding to this need, the residents of Pangil could have been suffering by now from lack of water supply to their own municipality. Rice production could decline.
    Communication played the most essential part in addressing these two conflicts that have confronted the peasants in the Fourth District of Laguna. Through the various messages, channels, and approaches that the PUMALAG and the MNKKB have used, the peasants were able to respond against the establishment of the Napindan Hydraulic Control Structure and the planned dam project of the Sierra Madre Water Corporation.
    A top-down approach was used by both NGOs to encourage the people to participate in their protest undertakings. Whereas participatory communication involves a two-way dialogue process with the full involvement of individuals/stakeholders in resolving conflicts, the PUMALAG and MNKKB informed, educated, and persuaded the residents of the Fourth District for mass actions.  

The community organizing activities undertaken as a response against these two projects raised the awareness of the peasants in the Fourth District of Laguna, especially the sectors or groups which were directly (or were going to be) affected by the structures.
Although the farmers were only able to get partial compliance from the LLDA with regard to the NHCS and the communities in Pangil remain wary that the SMWC would still pursue the dam project, the peasants in both cases have learned valuable lessons from the community organizers and from the actions that they themselves have undertaken.
    For example, PUMALAG and MNKKB were able to change the attitudes of the peasants – transforming them from being passive members of society to being active participants in the social issues that confront their sector. Previously, they rarely involved themselves in political issues, and less so, in joining any political organizations or actions. They would simply rely on government projects; they would join farmers’ organizations only to gain access to irrigation and other benefits from the Offices of the Municipal Agriculture.
    The community organizers were able to persuade these peasants to join advocacy gatherings, especially in joining protest rallies and other forms of social mobilizations which they have never done so in the past. The peasants’ social awareness was heightened during the time of community organizing, as far as issues affecting them were concerned.
    The peasants have learned the benefits of solidarity. They forged stronger social ties among themselves and learned that one person, or one organization, cannot stand alone; and that their collective forces can help them win battles, even against established institutions and people in the mainstream politics. Community solidarity has demonstrated to them that they can rely on another because of the power of collective support for shared issues.  
The peasants were able to grasp the essence of shared sense of responsibility. They have learned that development can be achieved through the members’ acceptance of their responsibilities. They have also learned that individuals were answerable to the whole organization, which in turn relied on how each member acted toward the same goal.
In the end, with all these new awareness and strengths that the peasants have shown – in the local communities as well as in the national scene – the government officials have also been awakened by the fact that the peasants could create such a strong voice to fight against any projects that could negatively affect their lives. It was an awakening that whenever they (officials) would create a project, they could never ignore the voices and power of the people in the community whose lives would be affected. 
Such were the words of Ka Aurelio from SAMIP when he said:
“The LLDA project had done us extreme damage; it greatly lessened the amount of food produced in Laguna. There is a big problem in farming (and fishing). The government slowly subjugates the peasants because when we fight against the government, there would be a revolution.”