Exploring Local Government Units’ Cultural Heritage Communication Practices and their Influence on Community Identity and Engagement in Angono, Rizal and Calamba City, Laguna

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.