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Undergraduate Theses

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

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2016 - 20182

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AGROVOC Keyword: search.filters.agrovoc.mass mediaCommittee Chair: search.filters.chair.Tosalem, Susan Mila A.

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    Framing of 2016 television political advertisements
    Cabualan, Riza Mae; Lamis, Jira Ela Margarette P.; Medina, Inna Erika E. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2016-05)
    Television political advertisement is the primary means of modern political campaign to communicate with their potential voters. Hence, modern political advertisements are driven with marketing strategies that made a major impact on the outcome of individual election. But scholars find it difficult to understand the effect and effectiveness of these communications and at the same time the persuasive tool being used. This study aims to answer what are the most prominent and the least framing categories used in presidential, vice presidential and senatorial candidates in 2016 television political campaign per position, and when taken as a whole, their attributed significance and implications in the Philippine Political System. It analyzed a total of 21 political campaign ads using the four categories: Emotion, Persuasion, Factual claims and Cinematic style. The study utilized the framing theory under the Agenda Setting by Maxwell McCombs and Donald. Moreover, the study found out that the most prominent category was Emotion. While the least framing category recorded was the category of Factual claims. To further analyze the result, the researchers delve into the Filipino psyche. After a thorough analysis it was found out that Filipinos prefer image over substance, on personality over issues and that media crafted the way it appeals to them
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    Love teams vs. love teens: How the scripted relationships affect the perceptions and the attitudes of teenagers on REALationships
    Bolaño, April F.; Calubiran, Petty Dane C.; Dolor, Joanne Amor D. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2018-04)
    Aside from being the second most avid television consumers, Filipinos especially teenagers, have become increasingly immersed to watching romantic-themed teleseryes by the different emerging love teams such as JaDine and KathNiel. The evident fandom to these love teams lead to the conduct of the study to identify the effects of the scripted portrayal of a romantic love and relationship to the perceptions and the attitudes of teenagers on romantic love. Research design using qualitative and quantitative approach was utilized. George Gerbner's Cultivation Theory was used to answer how exposure affects the perceptions and the attitudes of teenagers on romantic love. The survey was conducted among 90 qualified respondents across (3) three public high schools in Miag-ao, Iloilo. The 5—point Likert scale was used to measure the influence of the two love teams' teleseyes in the perceptions and the attitudes of teenagers. Results show that high exposure on teleseryes affect teenagers' perceptions and attitudes on romantic love as portrayed by the love teams. However, it was also noted as per results, that not all that were shown in the teleseryes are being mirrored by teenagers as real since they also critic if those depictions of romantic love really happen in reality.