VALUES AND THE COMMUNICATION OF CHANGE: THE VALUE FILTERS OF THE NLP COMMUNICATION MODEL APPLIED TO AETAS IN LOOB BUNGA ZAMBALES

Neurolinguistic Programming deals with the communication process behind the formation of the mind’s internal representation affecting behavior. Before messages are assimilated in the internal representation, they go through filters. In this study, emphasis is given to values as filters in the communication model. The proposed model identifies sources of values taken from the Loob Bunga resettlement community. The Values Filters in the NLP Communication Model illustrates the integral role of values in perception of messages. Effective communication strategies promoting social change consider how values filter messages because these determine behavior. The model suggests that any communication strategy should consider how messages undergo deletion, distortion, and generalization. The source of values that filter messages are identified as social class, family structure, language system, available media and other means of communication, socio, economic, and political factors, and school.