CHAPTER II

REVIEW RELATED LITERATURE

A study from Trajan, N (2024) stated that Museums play a critical role in
preserving and displaying our diverse cultural history by collecting, storing, and
exhibiting items from various time periods and cultures. Examining the relationship
between art, history, and preservation within the walls of these institutions reveals
their profound impact on our understanding of the past, present, and future. Museums
served as important sites for preserving historical artifacts and connecting diverse
cultures and time periods. Moreover, museums take people on an adventure wherein
they are able to see the world through several views of life by unveiling relics and
artifacts from varied eras.

In an effort to raise awareness and recognition of Pulong Kabyawan

Agriculture Musuem within the local and the public, Pulong Kabyawan Agriculture
Musuem will deliver an important role in maintaining the cultural heritage, thus,
promoting traditional practices. Additionally, museums fulfill their role of securing
priceless artworks to encourage education, which sequentially cultivates
communication, understanding, and analysis.

According to UNESCO, museums are part of the creative industries. The term
“creative industry” pertains to the profession that blends creativity, production, and
marketing of creative works, both cultural and intangible, and the artistic workshops
that the museum prepared for their audiences and the efforts of their employees are
what makes a museum an element of creative industries.

As multiple studies of museum visitors have observed, museums are

recognized as trustworthy places. It is due to the fact that visitors invest in the sense
of security that denotes the concept of museums as credible sources of information for
learning. The study by (Smith, L., 2015) hints that the symbolic nature of museum
visiting concerns heritage-making, as visitors are harnessing the past in displays to
discuss and make their own significance for the present.
Recent study contributions by (Brida J.G, Nogare C.D., & Scuderi R., 2015),
have highlighted that there are two (2) dimensions of motivation regarding museum
visitors’ attendance: one being based on their pursuit of knowledge and the other one
being based on a more leisure mindset.

The majority of museums worldwide have embraced a strategy centered on

ongoing collaboration with the local community, resulting in the development of a
thriving interactive setting since museums were initially founded by and for people.
This method is now widespread in museums worldwide, with the focus being on how
to engage the community in a successful and effective way. Improving the social,
cultural, and economic aspects of communities are essential for sustainability.

As a result, contemporary advancements drive museums to exceed their

traditional and common small-scale practices to collaborative programs, by
sustainably and constantly working with local neighborhoods. (Mohamed DA, 2022)
On the top of that, traditional practices are anchored around the compilation,
sustenance, and interpretation of artifacts that have cultural and historical value,
hence, transcending to a more engaging approach and expanding its roles in order to
meet the gradual changes in society. The purpose of selecting Pulong Kabyawan
Agriculture Museum is its ability to comply with the transformations within the
community, such as offering workshops and hands-on exhibits, promoting it into a
more contributory and attainable institution.

Social media is one of the most unavoidable parts of using the Internet. Social
media platforms offer various chances, including sharing thoughts, connecting
socially, and gaining insights and knowledge on diverse subjects. While the potential
for promoting cultural heritage through social media is vast due to its ability to
facilitate communication among a wide audience, the full extent of its impact on
spreading knowledge and engaging in dialogue for heritage preservation has not been
fully investigated. This pattern was mirrored in the realm of cultural heritage as well.
Many initiatives have been created and put into action to increase access to cultural
heritage through the utilization of digital technology.
The application of digital devices in advertising cultural heritage is gaining
attention. (Blazhevski I, 2024) Pulong Kabyawan Agriculture Museum utilizes social
media as an immense potential for raising awareness to familiarize locals with
historical heritage, along with the chance of creating public engagement with culture.
There are numerous museums that maintain a presence on social media platforms,
such as Facebook and Instagram. Utilizing social media by solely focusing on
communication aspects like comments and likes are potentially questionable.
Nevertheless, in order to engage with possible visitors, it is essential to examine the
preferences of current users of social media posts and the content that the museum
shares. (Yun J.Y & Lee J.H, 2024)

A study from (Cusack, 2024) emphasizes how important the mass media is in
establishing and conserving culture by educating the public about customs and values.
Additionally, it raises awareness of regional and international traditions, records
changing cultural patterns, and promotes language preservation, particularly for
indigenous languages on online media platforms. By promoting an appreciation of
different viewpoints, effective media use promotes harmony and respect between
diverse cultures. It provides a forum for narrating tales from many ethnic origins,
emphasizing rich customs and principles. As a country with a rich history and a
variety of customs, the Philippines is increasingly concerned about the loss of its
cultural legacy in the face of these contemporary changes. The modern society is
distinguished by continuous urbanization and technological innovations, therefore, a
thorough process of sustaining Filipino cultural heritage can be the practical step to
guarantee its consistency for the future generations. (Alvero, 2023) Pulong Kabyawan
Agriculture Museum remains a great example of presenting historical significance to
both local and global audiences.

Advertising revolves around developing and introducing materials that market

products, services, and goods. An advertising campaign involves various forms of ads
and objectives to raise awareness and create a positive connection amongst the public.
A study (Rabindranath M., & Singh A.K, 2024) suggests that the primary goal of
advertising is to capture the attention of customers towards the ones that are being
promoted. The researchers will grasp the advertising campaign planning of Pulong
Kabyawan Agriculture Museum and how they promote their cultural heritage.
Research and creativity are essential components of an advertising campaign.
Museums play a vital role that helps people to reconnect with history, thus, the
significance of heritage sites remains remarkable. However, adapting to the
progressive society and nurturing global connections can be quite challenging to
different museums. Consequently, analyzing the advertising campaign planning of
Pulong Kabyawan Agriculture Musuem is an essential part in raising awareness to
educate locals with regards to its cultural heritage. Research found out how efficient
the campaign was. Creativity plays a key role in crafting advertising messages and
campaign themes.

Arousing curiosity among the audience through social media also plays a role
in promoting cultural heritages. Viewers go through specific fascination from
intriguing and distinctive facts that leads to further information reacquisition.
Information is overseen to gain the knowledge that has not been entirely attained.
(Abraham J, 2015) Regardless of how easy it is to have access on the internet, the
social media platform is a vast setting. Considering this, users are unable to acquire
exposition and complex information. Considering that Pulong Kabyawan Agriculture
Museum was established to the public two years ago, multiple locals may not have
heard about the said museum. Hence, proper media marketing design is essential to
attract visitors, increasing their familiarity pertaining to the traditions and artifacts
residing in the Kabyawan Museum. Nevertheless, the internet is not merely about
opening another marketing medium, but also a method to boost the audience’s
interaction. This study from (Chen, Y & Bondu, C, 2023) indicates that museums
embrace the use of social media to gather plenty of visitors, promote their activities,
and to prove the authenticity and integrity of their subjects.

In line with social media promotions, it is essential to understand the impact of

creating artistic marketing communications to establish long-term relationships with
the viewers. Publicity and advertisement within culture cannot simply exist without a
strategy. According to the study of (Iva B, Marta B, & Ivana T., 2016), marketing is a
very crucial approach of various cultural institutions, but it is also mostly omitted.
There are two objectives that advertisement in cultural institutions serves; (a) After
the major shifts within the bounds of society and political systems, the number of
culturally marketable goods rises throughout the consumer-driven society, which
becomes notably significant. (b) It contributes to the cultural needs and habits of the
citizens. Advertising is not just about attracting visitors, but also regarding ways to
engage genuine historical audiences that will interact and acknowledge the work of
arts. Museums must continuously consider the audience’s viewpoint regarding the
results of their activities and their presence in social media. Since a successful
museum can be distinguished by its identity, it’s not only about the collection,
exhibition, and research, but also the museum’s relationship with the audiences and
collaborative framework with the media.

As stated by this study, museum marketing is implemented through:

 Public relations;
 Campaigns;
 Trade fairs;
 Telemarketing;
 Newspapers;
 Advertisements;
 Billboards;
 Museum stores, etc.

Another study from (Buljubašić, 2015) suggests that performing marketing is

essential for museums in order to help their exposure. For the intent of attracting more
visitors and to run their business in a successful path, museums must integrate
innovative marketing with altercations in the societal atmosphere and harmonize their
activities to the requirements of the market. The least complicated and the most
influential way to achieve this is to utilize creative marketing, particularly focusing on
unconventional promotional activities with the likes of social media, ads on sugar
packets, etc.

Synthesis
Is raising awareness among Bulakenyos about preserving the natural beauty
and cultural heritage of Pulong Kabyawan Agriculture Museum helpful in promoting
historical value? The study from Alvero in 2023 highlights the profound influence of
education, social media, and community engagement on sustaining and publicity of
Filipino cultural heritage. Moreover, to leverage its potential, education surfaces as a
fundamental tool for fostering historical pride and knowledge.
 It is essential to consolidate traditional significance into curriculum of all
levels like field trips to give students a holistic understanding of Pulong Kabyawan
Agriculture. In addition to that, social media platforms also portray a massive role in
forming the citizen’s understanding and enthusiasm. Cooperative efforts with social
media alliance, coupled with workshops can guarantee the exact and honoring
depictions of Filipino historical heritage.

Another study from (Cusack, 2023) states that promoting awareness of local
and global traditions are highly effective through social media, hence, the Pulong
Kabyawan Agriculture focuses on utilizing the internet to publicize their heritage.
Due to the fact that museums represent as the home of ancient relics and historical
customs, the Pulong Kabyawan Agriculture Museum remains persistent in exhibiting
the identity, ethics, and antiquities of Bulakenyos amidst the rapidly shifting global
landscape. (Mekonnen, Bires, & Benhanu, 2022).