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UPV Theses and Dissertations

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    The perception of Ilonggo audience towards Mag-TV na Amiga in terms of theme program format and talents: A production research
    Caberte, Genevieve G.; Custodio, Ann Rency C.; Macahillas, John Raymund P. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2011-03)
    The study is about the Perception of Ilonggo Audience towards the Magazine Show Mag-TV na Amiga! in terms of Theme, Program Format, and Talents. This study identified the perception of the Ilonggo audience towards the magazine show Mag-TV na Amiga! in terms of its Themes, Program Format, and Talents. Out of the results, conclusions, and recommendations of this study, the researchers produced a 15-minute segment of Mag-TVna Amiga! The survey was conducted in three barangays coming from three different districts of the City of Iloilo which were selected through random sampling. Through the survey, the researchers were able to identify the perception of the Ilonggo audience towards Mag-TV na Amiga! in terms of its Theme, Program Format, and Talents. The researchers concluded that the Ilonggo audiences have an over-all positive response towards the present Theme, Program Format, and Talents of Mag-TV na Amiga! , but have taken into consideration the recommendations of some respondents for the improvement of the magazine show.
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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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    The uses and gratifications of reading fan fiction among Ilongga teens
    Buenaflor, Daphne Claire; Haro, Samantha Gabrielle; Rojas, Jerlyn Joy (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2017-05)
    Fan fiction has become quite the internet trend especially among female teens that the researchers sought to find out why readers read fan fiction and what underlying needs of the readers are gratified by fan fiction. Fan fiction is all about fictional stories written by fans on real celebrities that are either published or posted online. The study is based on Katz and Blumler’s Uses and Gratifications theory, which explains the uses and functions of the media for individuals, be it of groups, and society in general. It is a survey done on to 350 female students at the Iloilo National High School (INHS) using descriptive statistics as its method of analysis. Findings reveal that Wattpad is the most used platform in accessing fan fiction and the most read stories are under Romance. The results also show the primary use for the respondents as to why they read fan fiction is stimulation or to develop their creativity and spark their imagination. Moreover, the gratifications acquired by the readers, which are cognitive or acquiring knowledge, information, and comprehensions are parallel to why they read fan fiction in the first place. The lowest rated use is socialization and the lowest rated gratification is social integrative which are also parallel to each other Reading fan fiction for the respondents, allows them to be more motivated and to be more inventive. Although, fan fiction does not necessarily help in improving the social lives of the readers.
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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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    Emotion work and its relation to job burnout and job satisfaction among call center agents in Iloilo City
    Bañas, Mechaela E. (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2006-04)
    The current study aimed to describe the level of emotion work among call center agents in Iloilo city including the differences in their levels of emotion work between sex groups and types of call center work. It also attempted to show the relationship of emotion work to job burnout and job satisfaction. The design of the study was descriptive-correlational. Analyses were based on a sample of thirty available male and female (30) inbound and outbound call center agents from selected call centers in Iloilo city. Three data gathering instruments were used in this study, namely: Emotional Labour Scale (ELS), Maslach Burnout Inventory (MBI), and Job Satisfaction Survey (JSS). Statistical tools employed in the study were means for descriptive analysis, Mann - Whitney U for tests of difference and Spearman’s rho for correlations. Level of significance was set at 0.05 for both tests. The findings revealed that call center agents occasionally have intense experience of emotion work, whereas they sometimes experience a variety of emotion work. Moreover, they used deep acting regulation of emotion more compared to surface acting . Emotion work is correlated with job satisfaction while no relationship was found between emotion work and job burnout. Significant differences in the levels of emotion work existed both for groups based on sex and type of work.
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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.