Margie Markland

The University of the Philippines Diliman College of Mass Communication (CMC) is now eyeing to rename itself as the ‘UP College of Media and Communication’ as part of their efforts to better align with the growing media landscape. 

Photo Courtesy of Riz Pulumbarit.

This is the first time the word “mass communication” will be dropped from its name after six decades, since its establishment in 1965.

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

The proposed name change will preserve the historical acronym ‘CMC,’ but with the compound expression “media and communication” replacing “mass communication,” to highlight “the interplay of the means of production (media) and means of communication (communication process)," according to the resolution.

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

In a separate interview, CMC Dean Fernando Paragas said that discussions on the college's identity and possible name change have been ongoing for years, beginning over 20 years ago during the college’s curriculum workshop for its organizational vision, mission, and goals.

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

Following the public discussions, Paragas will submit the resolution to UP Diliman Chancellor Edgardo Carlo Vistan, after which the proposal will become final once approved by the university's Board of Regents, its highest decision-making body.

The UP CMC has been recognized to produce industry leaders in broadcast journalism, print and online media, and advertising and public relations, with several alumni maintaining prominent and widely recognized roles today.