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UPV Theses and Dissertations

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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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    Media preferences of local advertisers in Iloilo City
    Bonifacio, 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.
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    Persuasive effects of E-Vat television advertisements
    Biaoco, 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.
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    The current profile and situation of Iloilo provincial media practitioners in AM radio station
    Avelino, Sharon Faith; Lego, Lily Ann; Sotelo, Sherbet Dee (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2004-10)
    This study aims to know the current profile and situation of Iloilo provincial media practitioners in AM radio stations. This aims presents the profile of the media practitioners in the radio stations specifically in Bombo Radyo (DYFM), Radyo ng Bayan (DYLL), Aksyon Radyo (DYOK), Super Radyo (DYSI) and IBC (DYBQ) . The instruments used by the researchers in conducting this study were open-ended questionnaire and interview. A census of all media practitioners in the said five radio stations were taken as respondents. This was conducted during the first semester of AY 2004-2005. Results show that the broadcasting profession in Iloilo AM radio stations is a viable profession in terms of improving the total way of life of broadcasters.
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    A descriptive study on how adolescents respond to value-bearing communication
    Asong, Mariver A.; Bobe, Minnie Marie M.; Guadalquiver, Nanette L.; Jalover, Carol P.; Niembra, Lorlyn C.; Rasmo, Anna Vina Lisa L.; Salazar, Ma. Jonalyn U.; Tupas, Euridice L. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 1995-03)
    This study is an attempt to re-validate the study framework of Dr. Jacobson Kliatchko, which he used in his dissertation entitled, Communication and Attitude Development: A Philosophical Perspective. The framework deals with the development of attitudes after exposure to value-bearing communication. Because this study does not deal with the cause and effect relationship, the variables are rather called as components. The components of such study framework are: environment, value-bearing communication, and attitude. In this study, the environment is Marillac Academy. The value-bearing communication is the module on good study habits. And the attitude is the study habits of the respondents. needed data. Purposive sampling was used to determine the respondents. The essays and interviews with the students and the questionnaires filled up by the parents were the instruments designed to elicit the needed data. The general objective of this study is to determine how adolescents respond to value-bearing communication. Results reveal that although most of the respondents did not follow their study schedule, all of them have allotted time for their studies as reflected by the filled up observation sheets accomplished by the parents. This suggests that there is favorable response on the part of the respondents towards value-bearing communication. The study framework of Dr. Kliatchko that was used in the study shows that there is indeed an attitude formed when a value-bearing communication is inputted to a certain environment.
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    A survey on the educational qualifications of AM radio broadcasters in Iloilo City
    Armada, Cornelio Jude C.; Braquis, Kristian Peace Alegria (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2009-11)
    This study "A Survey on the Educational Qualifications of AM Radio Broadcaster in Iloilo" aims to (1) identify the educational qualifications of AM Radio Broadcasters in Iloilo City; (2) determine the number AM Radio Broadcasters in Iloilo City earned a degree in Mass Communications/Broadcasting and other communication-related courses; (3) and identify the qualifications considered by AM Radio Stations in hiring broadcast practitioners. According to the data gathered by the researchers, almost all of the respondents have a high educational attainment. It showed that out of 42 respondents, 39 are graduates of a 4-year course. Only one practitioner is Undergraduate while the other two are graduates of a 2-year course. Five graduates of communication-related courses were also able to have a post-graduate study. The results of the study show that there are only 24 graduates of Mass Communication, Broadcast Communication and other communication-related courses working in the industry. Meanwhile, almost all of the AM radio station managers ranked a graduate of a 4-year course as the most considered qualification in hiring broadcast practitioners. Other qualifications considered are communication and writing skills, mental/intellectual capacity/ analytical, work ethics/attitude/character, talent and abilities, voice quality/diction, civil service eligibility, and experience.