Undergraduate Theses
Permanent URI for this collectionhttps://hdl.handle.net/20.500.14583/13
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Item Kilig factor: The relationship-oriented themes in a very special love film seriesCalar, Helen Grace A.; Donguines, Khristian Mark (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2015-05)The research looks into the success of Filipino romantic comedy blockbuster films from another perspective, which is the kilig factor, by analysing the relationship-oriented themes embedded in the films. Kilig is defined as the flutter of excitement caused by romance while relationship- oriented themes refer to the verbal and non-verbal portrayals of romance by the lead characters. The subject of the research is the romantic comedy blockbuster film series A Very Special Love shown to Filipino audiences in 2008 to 2013. The objectives of the study were analyze the relationship-oriented themes presented in the films and the level of kilig it achieved. This study is grounded on the concepts of Berio’s SMCR Model of Communication by David K. Berlo, specifically giving emphasis on the two factors under Message which are the element and treatment to analyze the content of the film. This study used a descriptive research design and employed content analysis as the method. In order to analyze the content of the film series, the researchers formulated a codebook that was derived from the concept of relationship-oriented themes developed by Johnson and Holmes (2009) and the “Levels of Kilig” by Director Olivia Lamasan of Star Magic. The results of the content analysis shows that there are a total of 231 occurrences of relationship-oriented themes in the three films combined, and the second film You Changed My Life got the highest tally of 96 counts. In terms of relationship-oriented themes, gazing and smiling got the most number of occurrences with 43 instances. In conclusion, the film series A Very Special Love reached the highest level of kilig, Level 3 - kilig na nagpapatili, which theoretically proves that the film series is a successful Filipino romantic comedy blockbuster film.Item Breaking news norms and formats: An analysis of Patrol ng Pilipino's integration of short form vertical videos in news content creation on TiktokCagalawan, Mariane Gabrielle C.; Masigon, Neil Terrence S.; Pefianco, Marie Andrea (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2024-05)In response to the looming necessity to adapt to the changing media landscape. Patrol ng Pilipino emerged as one of the Philippines’ pioneering online media outlets consistently producing short-form vertical videos. Drawing from the principles of the Diffusion of Innovations (DOI) theory, this paper examines how Patrol ng Pilipino integrated short-form vertical videos into its news content creation on TikTok. Through a thematic analysis of semi-structured interviews with seven participants (two news authorities and five reporters) and Patrol ng Pilipino's five most-viewed TikTok videos (April 2023 - March 2024), this research found that Patrol ng Pilipino recognizes short-form vertical videos' adaptability to evolving news consumption habits and audience preferences. This highlights a distinct contrast to traditional media and underscores the need for a journalistic presence on TikTok. Additionally, the ABS-CBN franchise loss and traditional media consumption decline prompted the organization to integrate short-form vertical videos in news content creation. With this, Patrol ng Pilipino implemented a measured approach to establish a journalistic presence, prioritizing journalistic integrity while leveraging TikTok's affordances for audience engagement. The study also revealed advantages and disadvantages associated with integrating new media formats into journalistic practice, suggesting the dual nature of TikTok. Lastly, the findings highlight the complex opportunities short-form vertical video platforms present for news production. News organizations must adapt to this changing landscape, where news consumption habits increasingly favor digital formats. However, this adaptation necessitates a careful balancing act: journalists must uphold core journalistic ethics while embracing the demands of new platforms.Item Myths and rituals among the Babaylan of Tubungan, IloiloCadiz, Fel T. (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 1996-03)This paper is an exploratory study on myths, an important, genre in folk literature, and their relation to binabaylan in Tubungan, Iloilo. Specifically it aims to identify and discuss myths found in the locale; to describe specific agricultural rituals, beliefs, and practices; to analyze the relationship between agricultural myths and rituals; and lastly, to describe and analyze the function(s) of rituals and myths in the context of binabaylan in Tubungan. The study discusses six myths namely: Apik and Manampunay, Pinihakang Daraga, the Datu and the Panaet, the seven Bacam jars and the Panaitan, the origin of rice, corn and beans and the origin of rice varieties. These myths are then analyzed to reveal their importance in the binabaylan symbolism and ideology. The study also discusses seven agricultural rituals, namely: paminhi, patubong, panaet, panudlak, tuos, tuqurabong, and panguyanq. Each ritual is discussed including their accompanying hurabaton (ritual-chant), taboos observed and food being offered. After examining the relationship between the agricultural rituals and the myths, the paper concludes that not all myths have corresponding rituals. Certain rituals have retained their mythic explanation, some have not. Myths and rituals reveal an orientation about the world and of reality. Through the recitation of myths in rituals, people? learn not only to adjust themselves within the society to which they are? born, but also to match their personal pains and conflicts to those of the? heroes narrated in these stories. In these ways, they gain guidance and, eventually, wisdom.Item Framing of 2016 television political advertisementsCabualan, 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 themItem A content analysis of "Pulso Ng Bayan" segment of TV PatrolCabug, Ma. Christine V.; Diva, Elaine Joy H. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 1993-03)This study is a content analysis of the Pulso ng Bayan segment of T.V. Patrol. A total of twenty episodes were video recorded by the researchers. A self-devised descriptive codesheet was used in analyzing the data. It has been found out that Pulso ng Bayan mostly presents negative characteristics of the Philippine government and the Filipinos. Findings also revealed that majority of the topics dis cussed are government politics, followed by government policy, education, culture, and science, and peace and order. The average length of the Pulso segment is 147.9 seconds per episode. Results also showed that Noli de Castro consumed the highest average length of time. It was also found out that the Pulso ng Bayan segment mostly gives negative evaluations on how the different issues are being assessed.Item Negrosanon, indi tikalon: The severed ties between Ilonggo and Negrense identity and the creation of Negrense "Tikalon" stereotypeCaberte, Kizhi G. (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2023-07)The Negrense "tikalon" stereotype has acquired popularity in recent years as a result of its virality on numerous social media platforms. The amusing banter between Ilonggos and Negrenses culminated in the return of the long-established "tikalon" stereotype. This piqued the researchers' curiosity in investigating the phenomenon and studying its emergence. This study investigates the "tikalon" stereotype of Negrense identity and how it can be explained using economic scarcity theory. The researchers argues that the Ilonggo people's creation of negative stereotypes about their Negrense neighbors, such as "tikalon" and "hambog" (proud), was a result of their insecurity over their own economic shortcomings in comparison to Negros Occidental’s economic affluence during the 1930s. When the sugar industry prospered in Negros due to a new generation of entrepreneurs who established big plantations at the time, it created a significant gap between Negros Occidental and Iloilo. This study utilizes narrative by Ilonggos in addition to a literary analysis of the works of Ramon Muzones through Ma. Cecilia Locsin-Nava. This paper asserts that Ilonggos who experienced economic deprivation channeled their anxiety and frustrations by creating the stereotypes about Bacolodnon in order to maintain and uphold the preexisting status quo.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 Conviviality and rebranding the T'nalak Festival's celebration of cultural diversity towards unity in South CotabatoCaaya, Hinz Benedict S., III (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2022-07)The T’nalak Festival in South Cotabato has gained attention in recent years due to its entertaining activities and unique cultural experience. During the festival, the multi- ethnoreligious cultures of the province are being highlighted especially in its street dancing event despite the history of conflicts in Mindanao. With an increasing interest in the festival, this study explores the T’nalak festival in the field of Festival Research particularly on the Cultural Studies perspective. Guided by Gerard Delanty’s Theory on Cultural Encounters specifically the encounter of cultural acceptance and Orly Levy et al’s definition of Cosmopolitanism, this study argues that in South Cotabato’s T’nalak Festival cultural acceptance is actively being reinforced for promoting unity in diversity and cosmopolitanism. Furthermore, this allows the province to utilize the festival in rebranding its image away from a province pictured with conflict and violence to a province of peaceful coexistence. Through an oral interview of festival organizers, initiators, tourism employees, community workers, volunteer, and festival participants along with analyzing government reports, pictures, videos, and existing literatures. This study finds that the T’nalak festival is a conscious effort - an invented tradition for the promotion of harmonious relationship among the multi-ethnoreligious population and a strategy that counters the negative perception about South Cotabato. The festival serves as an avenue for promotion, celebration, education and information, preservation, and unity along with the assertion of the individual local and collective community identities.Item Electoral campaign of mayoral candidates of Leon, Iloilo in the 1992 electionCababasay, Ivy C. (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2001-10)This is a descriptive study of the electoral campaign of the six mayoral candidates of Leon, Iloilo in the 1992 election. The 1992 Leon mayoral candidates were Romulo Cabana, Neri Cabsaba. Alejandro Caelian. Jaime Calosing. Rodolfo Camarista and Ismael Candolada. This study aims to present a profile of the 1992 Leon mayoral candidates: to determine the campaign resources; to analyze the campaign organization and the campaign strategies of the mayoral candidates during the electoral campaign: to analyze the voters' choice and perceptions of the 1992 Leon mayoral electoral campaign; and, to analyze the electoral campaign of the mayoral candidates in the 1992 election in Leon. To satisfy these objectives, the researcher interviewed the mayoral candidates, some of their family members, their campaign staff and/or their representatives. A questionnaire was also formulated and was administered to the respondents. The findings of the study reveal that almost all of the mayoral candidates came from prominent families. Most of them came from the upper-middle class families except for Cabana and Cabsaba who considered their family as belonging to the lower class. Except for Romulo Cabana, all mayoral candidates in the 1992 election in Leon were college graduates. Except for Calosing and Camarista all four mayoral candidates had ran for an elective office prior to the 1992 election. The campaign resources, particularly the material resources of a candidate were the determining factor in the success of his electoral campaign. It was also found out that most of the mayoral candidates have no formal structural organization in their electoral campaign except for Cabana and Calosing. Campaign strategies common among the mayoral candidates were holding of caucus in the barangays, distribution of leaflets, stickers, sample ballots and posting of streamers and other campaign materials. Character assasination and mudslinging were also present in the campaign. Voters were more interested in the personal issues raised against the mayoral candidates than their proposed programs of government or public concerns. They (voters) voted for the mayoral candidate based on the latter's personality or personal attributes. Personalities are more remembered than social and political issues. Although there was vote-buying in the 1992 election, the mayoral candidates and the voters themselves considered it peaceful and orderly due to the absence of violence.Item A study on the level of political cynicism and level of political efficacy of the people of Pavia, IloiloBugna, Emelyn L. (Division of Biological Sciences, College of Arts and Sciences, University of the Philippines Visayas, 1994-05)Since political cynicism and political efficacy are essential elements in the working of a political system, we must acknowledge the necessity of investigating the elements, mode and extent of their development, and the nature of their relationship. This study hopes to unravel the relationship between political cynicism and political efficacy. It also seeks to analyse the bearing of some variables on the level of political cynicism and political efficacy. Given these objectives, a survey was conducted in Pavia, Iloilo with a total of 150 respondents. The Political Cynicism Scale (PCS), developed by a graduate seminar on Political Socialization at the Massachusettes Institute of Technology in 1961, was adopted as the principal measure to determine the level of political cynicism of the respondents. On the other hand, the Political Efficacy Scale (PES), which was developed by Campbell and modified by Jurado, was utilized to gauge the level of political efficacy of the respondents. There are two views prevailing regarding the relationship between political cynicism and political efficacy. One view holds that a sense of political cynicism goes hand in hand with a politically efficacious feeling, while the alternative view maintains that a person who is politically cynical tend to be politically inefficacious. There have also been assumptions that there are individuals who do not feel politically cynical but are politically efficacious. The findings of this study reveal that majority of the people of Pavia, Iloilo are high in political cynicism. It has also been found out that majority of the Pavian- hons do not feel politically efficacious. Moreover, although the respondents are widely distributed in the different relationship categories, the high cynicism-low efficacy category registers a relatively higher frequency distribution. Finally, the study reveals that only age and occupation among the various socio-economic variables are significantly related with political cynicism. It has been found out that as one grows older, his sense of political cynicism decreases. As regards occupation, blue-collar workers tend to be more politically cynical than white collar workers. None of the variables are found to have a relation with with political efficacy.