Abstract:
Symbolic communication practices are vital to how organizations convey cultural values and
build shared meanings. This study investigates how Local Government Units (LGUs) in Angono
and Calamba City communicate cultural heritage to shape community identity and engagement.
Grounded in Symbolic Convergence Theory and Social Identity Theory, the study employs a
qualitative, comparative case study approach, drawing on focus group discussions with LGU
officials and interviews with community members. Thematic analysis revealed that both LGUs
emphasize historical narratives, notable figures, and shared beliefs, conveyed through symbolic
forms such as public visual symbolisms, educational programs, and performative events, with
Angono uniquely incorporating artifacts. These practices reinforce cultural awareness, visibility,
distinctiveness, and shared memory, shaping a collective sense of identity. They also promote
engagement by sustaining cultural continuity, highlighting LGU stewardship, and, particularly in
Angono, encouraging belonging, access, and active involvement. The findings offer practical
insight into the symbolic communication practices LGUs use and how these contribute to
identity formation and community engagement. By illustrating how symbolic communication
functions within public sector institutions, the study provides guidance for implementing future
communication initiatives, helping LGUs and similar organizations better align their messaging
with symbolic communication strategies that are effective, culturally grounded, and impactful.
