UPV Digital RepositoryUPV-DRUniversity of the Philippines Visayas
 

Undergraduate Theses

Permanent URI for this collectionhttps://hdl.handle.net/20.500.14583/13

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Adviser: search.filters.advisor.Daquilanea, AmyAGROVOC Keyword: search.filters.agrovoc.media production

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    Print media exposure and the attitude of graduating mass and broadcast communication students toward classified ads
    Cabanilla, Richelle T. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 1988-02)
    Hypothetically, frequency of exposure to an object or idea affects one’s attitude toward it. Such premise was used for this particular study. An attempt is made to determine if any relationship exists between exposure to print media, specifically to newspapers, and attitude toward the classified ads. Totalling 67 in all, graduating Mass and Broadcast Communication students of School Year 1986-87 in Iloilo City, were made as respondents. A set of questionnaires were handed out to them and the line of inquiry covered the areas from frequency of newspaper reading to behavioral inclinations or action tendencies toward the classified ads. Aside from trying to determine the frequency of exposure and what the respondents think of the ads, the questionnaire was also designed to deal with the three components of attitude: the cognitive, affective and the behavioral. One concept about the nature of attitude is taken from the Latent Process Viewpoint which incidentally is used as a guide in this study. The viewpoint surmises that attitude is a hidden mental or neural process which takes place in the individual. As such, one limitation in the study of attitude is that it is not directly observable. Inferences about one’s attitude can only be based from the study of overt behavioral responses. Theoretically, exposure is considered as the independent variable and attitude as the dependent variable. In actuality however, attitude is more of an intervening variable because the study focuses on the stimulus-response set-up with "attitude" seen as a possible explanation for the causation of response or responses to the stimulus. Based on the data gathered, the respondents are in general, favorably disposed toward the classified ads. The positive attitude is connected somehow with the respondents' belief that the classified section is primarily informative and entertaining at the same time. To prove or disprove the hypothesis, a contingency table was constructed for the computation of the chi-square. The table included the respondents’ frequency of newspaperreading and whether they like or dislike the ads. The computation of the chi-square nullifies the hypothesis that students who like and dislike the classified ads differ in their frequency of reading the newspapers. Similarly, based on the data gathered, a couple of hypotheses were formulated. One, students who have a favorable and unfavorable descriptions of the classified ads differ in belief on the ads’ capacity to provide for their purposes or motives in reading them. Two, students who have and don’t have any action tendencies toward the classified ads differ in their belief on possible gains which can be derived from them. The study of attitude per se is complex thus further researches are recommended.
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    TV exposure and study habits of UPV high school students
    Brasileño, Hazel Alice P. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 1987-03)
    This study was conducted to find out the level of television exposure of high school students, to know their study habits, and to find out the relationship between TV exposure and the study habits of UPV high school students. A study was conducted among VP Visayas High School students, where a total of 137 respondents from first, second, third, and fourth year levels provided the major data of the study. A three-page questionnaire was the instrument used in gathering data. It included: respondent’s level of exposure to TV and the student’s study habits. The least part related TV exposure with study habits. Findings revealed that there is 99% television viewer- ship which means that there is a high level of TV exposure among respondents. Number of hours of viewing ranges from 30 minutes to a maximum of six hours. Most of the programs watched were foreign canned shows and were entertainment in nature. Preferred viewing schedule of most students is 7-9 p.m. Findings also showed that most (54%) of the parents imposed restrictions on their children’s viewing, particularly on the number of hours students watched TV. On the other hand, ninety-six percent (96%) of the students studied their lessons. For those who studied majority do 30 everyday for a minimum of 30 minutes and a maximum of three hours. Students preferred to study between 8-10 p.m. Students study mainly to attain high grades. In relating TV exposure and study habits results showed that TV viewing consumes most of the free time of students and that time slotted for study is utilized for viewing the medium. However, TV viewing is also helpful to the students in that it gives them information and ideas which they applied to their lessons. The chi-square test for independence was used to find out if there is a relationship between the two variables TV exposure and study habits. Results showed that there is a relationship between TV exposure and study habits, that is, the more exposed the students are to TV, the greater is the probability that the number of time spent for studying will be lessened.