GOVERNMENT PUBLIC RELATIONS STRATEGIES IN MACAU: A STUDY ABOUT THE TOURISM PROMOTION

ABSTRACT

THIS RESEARCH ANALYZED AND COMPARED THE INSTAGRAM CONTENT OF VICTORY PHILIPPINES AND EVERY NATION MANILA TO EVALUATE ITS IMPACT ON THE FAITH PERCEPTION OF UNIVERSITY STUDENTS ASSOCIATED WITH THESE CHURCHES. IN THIS DIGITAL AGE, INSTITUTIONS HAVE EMBRACED THE SHIFT TOWARDS ONLINE INTERACTIONS, INCLUDING ADAPTING RELIGIOUS PRACTICES SUCH AS WORSHIP SERVICES TO ONLINE PLATFORMS. RELIGIOUS ORGANIZATIONS ARE NAVIGATING THE DYNAMICS BETWEEN ONLINE AND OFFLINE COMMUNICATION METHODS AS THEY ADAPT TO ENGAGING WITH THEIR AUDIENCE THROUGH SOCIAL MEDIA CHANNELS. WHILE PREVIOUS RESEARCH HAS DELVED INTO ONLINE RELIGIOUS CONTENT AND VIRTUAL CHURCH SERVICES, NO PRIOR STUDIES HAVE SPECIFICALLY COMPARED THE SOCIAL MEDIA COMMUNICATION STRATEGIES OF EVERY NATION CHURCHES IN MANILA, PHILIPPINES, AND MACAU. THE RESEARCH EMPLOYED A MIXED-METHOD APPROACH, COMPROMISING INTERVIEWS, FOCUS GROUPS, AND QUANTITATIVE CONTENT ANALYSIS. AS PER THE INTERVIEWS, THESE TOOK PLACE WITH FOUR PASTORS AND FOUR MEDIA CONTENT CREATORS WITHIN THE METRO MANILA REGION OF EVERY NATION PHILIPPINES, COMMONLY RECOGNIZED AS VICTORY PHILIPPINES, AND ONE PASTOR AND ONE CONTENT CREATOR OF EVERY NATION MACAU. THESE INTERVIEWS HELPED GATHER INSIGHTS INTO THEIR THOUGHT PROCESSES AND ANALYZE THEIR SOCIAL MEDIA STRATEGIES AND PLANS. THREE DISTINCT FOCUS GROUP DISCUSSIONS WERE CARRIED OUT, INVOLVING 15 UNDERGRADUATE STUDENTS FROM MANILA AND MACAU AFFILIATED WITH VICTORY PHILIPPINES AND EVERY NATION MACAU. THE PARTICIPANTS WERE EQUALLY DIVIDED INTO THREE GROUPS. THESE STUDENTS ALSO ACTIVELY ENGAGE WITH THE VICTORY PHILIPPINES AND EVERY NATION MACAU INSTAGRAM POSTS. THESE FOCUS GROUP DISCUSSIONS WERE EMPLOYED TO ANALYZE PATTERNS TO UNDERSTAND THEIR THOUGHT PROCESSES. FURTHERMORE, A QUANTITATIVE CONTENT ANALYSIS WAS CARRIED OUT ON VICTORY PHILIPPINES AND EVERY NATION’S INSTAGRAM ACCOUNT AS PART OF THE STUDY. DESPITE THE ACTIVE ENGAGEMENT ON SOCIAL MEDIA PLATFORMS BY VICTORY PHILIPPINES AND EVERY NATION MACAU, BOTH ORGANIZATIONS MAINTAINED A STRONG OFFLINE CHURCH COMMUNITY. INTERVIEWS CONDUCTED INDICATED THAT THE ONLINE ACTIVITIES OF THESE CHURCHES SIGNIFICANTLY INFLUENCED THE FAITH OF STUDENTS, WHILE THEIR SPIRITUAL GROWTH WAS FURTHER SUPPORTED BY AN INCLUSIVE OFFLINE COMMUNITY. THIS APPROACH EXEMPLIFIED A MULTI-GENERATIONAL ETHOS, FOSTERING COLLABORATION BETWEEN YOUNGER AND OLDER MEMBERS TOWARDS THE SHARED OBJECTIVE OF EVANGELISM. THIS RESEARCH VALIDATES THE FIGURING AND DISFIGURING THEORETICAL FRAMEWORK OF TAYLOR (2007, APUD ÅHMAN AND THORÉN, 2021). THE RESULTS OF THE EMPIRICAL DATA MAY PROVIDE STRONG PRACTICAL GUIDANCE TO CHURCHES OF ANY SIZE AS THEY BUILD AND DEVELOP THEIR ONLINE PRESENCE WHILE STRENGTHENING THEIR OFFLINE PRESENCE