Becoming of Bigueňo: A Grounded Theory of Vigan Cultural Heritage Communication

A novel theory of cultural heritage communication (CHComm) emerges from this study, revealing that the development of individual identity—'Kinasiasino ti Bigueño'—is central to how communities engage with and preserve their heritage. Unlike traditional views focusing solely on tangible or intangible elements, CHComm posits that cultural heritage shapes one's persona through processes like knowledge sharing (panangiburay), dialogue (tungtongan), promotion (panangital-o), research (panagsukisok), education (panangiyallatiw), artistic expression (artisko a panangiyebkas), and continual communicative experience (pannakisarsarita). These findings, derived from in-depth interviews with 17 participants in Vigan Citywere analyzed using constructivist grounded theory. The study underscores how cultural heritage communication fosters identity formation, offering a framework for understanding its role in national development.

Realgo, B. R. (2026). Becoming of Bigueňo: A Grounded Theory of Vigan Cultural Heritage Communication. Jurnal Komunikasi: Malaysian Journal of Communication, 42(2), 361–381. https://doi.org/10.17576/jkmjc-2026-4202-20