By Mikee Natinga Norico

On October 16, 2025, Rev. Dr. Francis Neil G. Jalando-on, Director of the Office of Communications, discusses “Professional & Responsible Digital Communication: Personal Branding Ethics” during the final session of the MOOC Camp: #SpeakSocial – English for Digital Communication held at American Corner Iloilo, 3rd Floor, CPU Henry Luce III Library.

American Corner Iloilo officially launched its MOOC Camp: #SpeakSocial – English for Digital Communication on October 3, 2025, at the American Corner Iloilo, 3rd Floor, Henry Luce III Library, Central Philippine University. The program aims to enhance participants’ digital communication skills by equipping them with the tools to effectively use the English language across social media platforms.

The event gathered 30 participants per session and featured four key learning modules led by esteemed faculty members and communication professionals.

The opening session, held on October 3, focused on “English in the Digital World – Foundations of Digital Communication.” Prof. Claire Anne D. Jardenil, faculty member of the Department of Languages and Mass Communication, served as the resource speaker.

The second session, held on October 6, “Writing for Social Media: Crafting Captions, Hashtags, and Stories,” was facilitated by Prof. Sharlene G. Gotico, Associate Director of the Quality Assurance and Accreditation Center. She shared expert strategies on how to create impactful social media content that resonates in today’s fast-paced digital environment. She also emphasized clarity, creativity, and audience engagement as vital elements in crafting effective online messages.

Prof. Claire Anne D. Jardenil, faculty member of the Department of Languages and Mass Communication, discusses “English in the Digital World – Foundations of Digital Communication” during the opening session of the MOOC Camp: #SpeakSocial – English for Digital Communication held at American Corner Iloilo, 3rd Floor, CPU Henry Luce III Library.

On October 14, the MOOC Camp continued with Session 3 on “Engagement and Interaction,” led by Prof. Clarence Benjamin, faculty member of the Department of Languages and Mass Communication.

The final session, held on October 16, centered on “Professional & Responsible Digital Communication: Personal Branding Ethics,” with Rev. Dr. Francis Neil G. Jalando-on, Director of the Office of Communications, as the resource speaker.

In his discussion, Rev. Dr. Jalando-on highlighted the transformative power of social media as a tool for peacebuilding—connecting communities, amplifying voices, and inspiring collective action toward harmony. Citing global data and real-world examples, he illustrated how platforms such as Facebook, Instagram, and X have been instrumental in promoting social causes and unity through movements like #PeaceDay.

However, he also warned about the darker side of digital communication—polarization, misinformation, and online hostility. Drawing from contrasting case studies such as the Yellow Umbrella Movement in Hong Kong and the spread of fake news in the Philippines, he emphasized the need for users to cultivate media literacy, promote positive content, and foster empathy in digital spaces.

Attendees pose for a group photo together with Prof. Sharlene G. Gotico, Associate Director of the Quality Assurance and Accreditation Center, after her session on “Writing for Social Media: Crafting Captions, Hashtags, and Stories” during the MOOC Camp: #SpeakSocial – English for Digital Communication at American Corner Iloilo, 3rd Floor, CPU Henry Luce III Library.

Rev. Dr. Jalando-on closed his presentation by challenging participants to design creative social media campaigns that advocate for truth, dialogue, and unity in the Philippine context.

The MOOC Camp will conclude on October 22, 2025, with a culminating activity marking the successful completion of #SpeakSocial – English for Digital Communication.

For more updates on the activities and achievements of American Corner Iloilo, visit their official Facebook page at https://www.facebook.com/aciloilocpu.