UPV Digital RepositoryUPV-DRUniversity of the Philippines Visayas
 

Undergraduate Theses

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

Browse

Filters

Settings

AGROVOC Keyword: search.filters.agrovoc.mass mediaKeyword: search.filters.keyword.Mass media

Search Results

Now showing 1 - 4 of 4
  • Thumbnail Image
    Item
    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.
  • Thumbnail Image
    Item
    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.
  • Thumbnail Image
    Item
    Perceived body image of female college students
    Almonte, 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.
  • Thumbnail Image
    Item
    A study on the performance of the regulatory functions of the Kapisanan ng mga Broadcaster sa Pilipinas Iloilo Chapter
    Advincula, Rebecca (Division of Biological Sciences, College of Arts and Sciences, University of the Philippines Visayas, 1987-03)
    Generally, regulations are viewed as important factors in the functions of an industry or organization. Like any other industry, broadcasting needs to he regulated. The Kapisanan ng mga Brodkaster sa Pilipinas is a self-regulatory body which implements regulations affecting the programming operations of the Broadcast stations. However, not all regulations are said to be followed by the stations. It is in this regard that this study was conducted. Three factors were considered in finding out whether KBP regulations are important to the operations of the stations: the importance and necessity of these regulations; the capability of the KBP in implementing these regulations; and the extent of public participation between KBP and its member stations. The necessity level was determined by a study of each regulatory function, the activities covered by these regulations, and the relative need of the stations to these regulations. The capability level was determined by a study on the frequent observance of the stations to the regulations, the objectives of the respondent stations, and the major output, organizational structure, and budget of the KBP as a regulatory body. Public participation was determined by a study of the frequency used modes of interaction involved in the implementation of the regulations, the problems met in the process, and the respondent stations' rating/assessment of the KBP. The study made use of the one-shot survey design with interview schedule and use of questionnaires as main instruments. The respondents for the KBP are the station managers, while respondents for the regulated are the production staff of the local stations. A total of twelve stations were taken as respondents for the study. Results showed too many regulations are imposed by the KBP and are not strictly followed by the stations. Regulations that are mostly followed are those which pertain to the presentation of news while those often violated pertain to public commentaries and issues, the presentation of materials regarding sex and violence and the airing of commercials. Results showed that these regulations are necessary to maintain a certain level of excellence and professionalism in the broadcast industry, Likewise, the KBP is capable of implementing regulations to the station , as shown by the constant interaction between the regulator and the regulated.