I delivered a masterclass on culturally intelligent storytelling at the General Assembly of PACMRI (the Philippine Association for Communication and Media Research), held in partnership with UP CommRes. Since the assembly ran online, the full session is now up on YouTube for anyone who missed it.
The masterclass walked communication and media researchers through the ideas behind culturally intelligent storytelling and the C3 Bamboo Framework, the same material from my book, Culturally Intelligent Storytelling for Southeast Asian Creators, adapted for an academic and research audience rather than a media one.
I spent 30 years at ABS-CBN, eventually leading Content and Creatives at The Filipino Channel (TFC), before taking early retirement in 2023 after being accepted into the Cultural Intelligence (CQ) Fellowship, one of 20 selected globally from 377 applicants. That fellowship led to the book, launched globally in Santa Monica, California in November 2025. Today, alongside training and consulting work, I am a PhD candidate in Philippine Studies at UP Diliman and part-time faculty at the Ateneo de Manila University.
Watch the Full Masterclass
Recorded during PACMRI’s 2026 General Assembly, held in partnership with UP CommRes. Video from the official PACMRI YouTube channel.
Who Are PACMRI and UP CommRes?
For readers outside the Philippines, a bit of context helps. PACMRI, the Philippine Association for Communication and Media Research, Inc., is the country’s primary scholarly organization for communication and media researchers. Founded in 2019, it brings together academics and practitioners who study Philippine media and communication, and it holds regular general assemblies for its research community.
UP CommRes is the Department of Communication Research at the University of the Philippines College of Mass Communication in Diliman, the department that founded PACMRI. This masterclass was held in partnership with UP CommRes as the department marks its 50th anniversary.
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