Undergraduate Theses
Permanent URI for this collectionhttps://hdl.handle.net/20.500.14583/13
Browse
11 results
Search Results
Item Print media exposure and the attitude of graduating mass and broadcast communication students toward classified adsCabanilla, 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.Item Magandang lalake: A relational study on the level of exposure to the Korean flower boy image and the male K - drama viewers' concept of masculinity and gender performativityBritanico, Hannah D.; Figuracion, Ejay Christine L.; Gelvosa, Alysha Mae S. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2022-06)The research looks into the relationship between the male K-Drama viewers' level of exposure to the Korean flower boy image and their concept of masculinity and gender performativity, which are both in terms of appearance and demeanor. The flower boy image or the kkonminam represents a soft version of masculinity, which holds the balance of having good looks and proper demeanor, and is often seen portrayed by male K-Drama protagonists. This study is mainly grounded on Gerbner and Gross' Cultivation Theory, which gives emphasis to the media's impact on viewers' attitude and perception based on their amount of exposure. Judith Butler's Gender Performativity then serves as a supporting theory as it gives emphasis to an individual's understanding of gender and how they conduct themselves, as well as the media's role in producing and transmitting ideals of masculinity. This study uses a quantitative research design and uses the correlational method. In the analysis and interpretation of data, Spearman's Rank Correlation is used to answer the study's research problem. The results show that all the variables have a very weak positive relationship. Amongst the variables mentioned, only the level of exposure and gender performativity in terms of demeanor has statistical significance. Overall, the study concludes K-Dramas may have played a role in the respondents' concept of masculinity and gender performativity although there may be external variables involved, and that the media is a gateway for the presentation and recognition of various forms of masculinities.Item Exposure of Ilonggo viewers to "My husband's lover" and "Dading" and their attitude towards homosexual parenthoodBriones, Marie Jeanje; Nagallo, Larry John (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2015-05)This study explores the relationship between the level of exposure of Ilonggo viewers to gay themed dramas “My Husband’s Lover” and “Dading” and their attitude towards homosexual parenthood in terms of condemnation and tolerance, contact, morality, and stereotypes. The socio-demographic profile (gender, age, marital status, occupation, socio-economic, religion, and educational attainment) and social contact with homosexual parents of the viewers were also measured and correlated to their attitude towards homosexual parenthood. Joseph Klapper’s Reinforcement Theory and Robert Zajonc’s Mere Exposure Theory were employed to construct the theoretical framework of this study. A one shot survey was then administered among 400 respondents for this study as identified employing the Slovin’s Formula at 5% margin of error with 95% confidence level interval based on 2010 Census of Population and Housing Data. The sampling methodology used was Probability to Proportional to Size Sampling design, and to determine the barangays Cumulative Sum was utilized. Results showed that attitude scores towards homosexual parenthood significantly differs across level of exposure to gay themed dramas based on ANOVA result (p-value<0.001). Pairwise comparison further indicates that viewers with low exposure to gay themed dramas also have significantly lower attitude scores as compared to viewers with medium exposure and high exposure. However, no significant difference was found in attitude score between viewers with medium exposure and high exposure. In terms of the socio-demographics, age, gender, educational attainment and social contact to homosexual parents of the viewers also have significant relationship to their attitude towards homosexual parenthood. However, religious affiliations, marital status, and occupation were found statistically insignificant. Results are discussed in the context of Philippine culture.Item TV exposure and study habits of UPV high school studentsBrasileño, 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.Item Media preferences of local advertisers in Iloilo CityBonifacio, Nuevelar; Kawaguche, Gretchen (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2006-10)This Broadcast Research is entitled "Media Preferences of Local Advertisers in Iloilo City. " The objectives of this study are to identify the local advertisers in Iloilo City, to categorize local advertisers, to determine the type of medium used in advertising a product, to differentiate the characteristics of each medium in advertising a product, and to find out the reasons why businessmen advertise a product. The study has 20 respondents. The researchers categorized the different businesses into four such as food, health, general services and housing utilities. The researchers gather the data through survey. Based on the results of the survey, it shows that businessmen in every category have different media preferences. The data shows that in food and health category, the most preferred medium was newspaper. In general services category, radio was the most preferred medium. However, in housing utilities category, radio and tri-media was the most preferred medium by the advertisers. Moreover, the respondents identified reasons why they advertise. It to was found bring out that businessmen engaged in advertising to bring new products to the attention of the consumers to buy or accept a product. Next, they advertise to maintain and defend markets for established brands, followed by helping potential customers choose among competing brands. And the last reason was to increase the use of goods and services among customers.Item The picture-superiority effect in candy magazine advertisements based on consumers' level of brand recallBomediano, Maria Myka R.; Leyva, Rachell Janine B. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2011-03)The picture-superiority effect in candy magazine advertisements based on consumers’ level of brand recall is a study aimed towards helping advertisers formulate effective strategies in magazine advertising and provide insight for fellow researchers on the picture-superiority effect and its relative effects on consumer behavior. In this study, the researchers focused primarily on proving the prevalence of the picture-superiority effect in Candy magazine advertisements. They surveyed 65 female freshmen in UPV-Miagao, each of whom were given a copy of the April 2010 issue of Candy magazine one day prior to the survey. Data gathered were analyzed through frequency count and content analysis of the top three most recalled advertisements and three unrecalled advertisements based on pictorial and verbal elements and the sizes of both. Results showed that the picture-superiority effect is indeed prevalent but discovered that it is not exclusive to brand recall and may also be affected by brand familiarity or past purchase decisions. The latter are then recommended by the researchers as basis for further research.Item Love teams vs. love teens: How the scripted relationships affect the perceptions and the attitudes of teenagers on REALationshipsBolaño, 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.Item Persuasive effects of E-Vat television advertisementsBiaoco, Althea June S.; Trasporto, Jose Donel T. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2005-10)It is a brutal fact that the Philippines is actually facing one of the most crucial periods in history. Filipinos are confronted with so many issues that caused turmoil and even division among them. One of these issues is the passage of RA 9337 or the E-VAT Law. For the government, the reformed VAT law is the solution to the economic crisis since when tax collection improves the deliver of basic services will also improve. Through E-VAT Television advertisements, some basic information regarding the said law was made public. This study traces the factors affecting the knowledge and views of the people towards the E- VAT LAW. This aims to know if these E-VAT advertisements are persuasive enough to convince the people to believe in the essence of the law. It was found out that respondents have a moderate level of knowledge and an uncertain attitude towards the E-VAT law despite the presence of these advertisements. According to the theory of persuasion, there should be attitude change after seeing the persuasive message in this case, the E-VAT TV advertisements. The result of the study showed that many people are in doubt if the government could really carry out all the responsibilities they owe the people. This then poses a question on the impact of the persuasive message to the respondents or the people. Furthermore, two major reasons were viewed as major factors which affected the results of the study. These are the message-related barriers as well as the respondent-related barriers. Message-related barriers include the type of text presented, the credibility, reliability and convincing power of the intended message as well as the attractiveness of the message. On the other hand, the existing knowledge of the respondents that may come from other sources of information regarding the law and their biases and personal predispositions also blocked the persuasiveness of the E-VAT TV advertisements.Item Baranugun kang tarangban: A Shounen MangaBagarinao, Andrea F. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2009-04)Manga is a very popular form of popular literature. It is the Japanese term for comics, but outside Japan, "manga" is exclusively used to refer to Japanese comics or Japanese-style comics. Shounen manga are comics intended for male readers. They focus on action, adventures and development of male heroes. The Rescue, the latter part of the third courting adventure consisted in The Epic of Labaw Donggon, was enhanced using styles and concepts of shounen manga. The themes and characters, which are very important elements of manga, involved in the epic and the story itself were explored and improved to create the shounen manga, Baranugun kang Tarangban.Item Perceived body image of female college studentsAlmonte, Darby April Gaye Q.; Tinsay, Shiela Mae B. (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2003-03)The study aims to describe the perceived body image of female college students. Specifically, it wants to find out the activities of female college students relative to their body image; their exposure to the mass media in terms of enhancing body image; and to find out the influence of mass media exposure to their perceived body image. The study was conducted in the College of Arts and Sciences, University of the Philippines in the Visayas, Miag-ao, Iloilo. Sixty respondents were obtained from the population of Social Sciences students using the fishbowl method of simple random sampling. The Body Parts Satisfaction Scale (Spainhour, 2000), together with a set of questions developed by the researchers, were used in gathering the data. Generally, the results showed that the female college students have a positive perception of their body image. Also, the female college students do not engage in any activity related to body image, such as dieting and exercising. Lastly, they are well exposed to the mass mediated messages about body image in the television and the magazine but they are not negatively influenced by those messages, that is, they neither compare their bodies with nor do they want to look like the models in television and magazine.