PRESERVING CULTURAL IDENTITY THROUGH UNIVERSITY SOCIO-CULTURAL PROGRAMS: INSIGHTS FROM ISABELA STATE UNIVERSITY

Fostering Culture and the Art in educational institutions is a means to help preserve cultural identity and spread appreciation and awareness of the rich heritage and traditions of people. This study aimed to analyze the issues, concerns, and problems encountered in implementing a sociocultural program at Isabela State University in the Philippines. A qualitative single-case design was employed, with purposively chosen student performers and college sociocultural coordinators as the respondents. Data were collected through interviews and analyzed using thematic analysis. The findings revealed several challenges, including lack of stakeholder support, conflicts with academics, and financial constraints. Coordinators addressed these issues through coordination, communication, fundraising, and solicitation activities, while student performers relied on time-management strategies. Despite these challenges, the sociocultural program provided opportunities for increased awareness, skills, and knowledge of culture and the arts, as well as exposure and self-confidence. The study concludes that the program's positive impact on preserving cultural identity can be further enhanced by addressing the identified issues, particularly the lack of stakeholder support. Recommendations include developing a comprehensive cultural development program with specific initiatives for dance, music, and literary and visual arts. The proposed program aims to provide a more defined structure by addressing issues such as budget allocation, partnerships, incentives, and talent development. This study highlights the importance of sociocultural programs in higher education institutions for preserving cultural identity and promoting appreciation of rich heritage and traditions.