UPV Theses and Dissertations
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Item The perception of Ilonggo audience towards Mag-TV na Amiga in terms of theme program format and talents: A production researchCaberte, 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.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 The uses and gratifications of reading fan fiction among Ilongga teensBuenaflor, 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.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 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 Self-fulfilling prophecy and self-efficacy: Their effects on performanceBeter, Cipriano; Bocala, Mary Ilyich (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 1999-03)Individuals’ performances in academics and in any task-related jobs are sometimes influenced by others’ or one’s own expectations. In addition, a person’s views of his competence and capability could similarly affect its achievement. These were the highlights of the study wherein the researchers sought to investigate the effect of self- efficacy on performance, self-fulfilling prophecy on performance, and the interaction effect of both on performance. Participants of this study consisted of eighty (80) Third Year High school students from two sections of Capiz National High School. A 2 (high and low levels of self-efficacy) x 2 (positive and negative self-fulfilling prophecy) between-subject factorial design was used in this study. The randomly selected participants were asked to answer the General Perceived Self-efficacy Scale. Arbitrarily, their scores were used as a basis for assigning them to either high or low self-efficacy group. There were two phases in the study. In the first phase, the predetermined high efficacious participants viewed a film depicting the successful performance of the student in solving a chemistry problem. Low efficacious participants on the other hand separately viewed a film which depicted the unsuccessful performance of the student. Verbal persuasion was given by the lecturer after each film was shown. In the second phase of the experiment, high efficacious participants were subdivided into two groups. One group was induced with a positive expectation by the confederate and the other group was induced with a negative one. The same procedure was administered with the low efficacious participants. The F-score for the effect of self-efficacy on performance was F(l,80) =0.597, p<05, indicating that the performance scores of students whether they belong in the high or low self-efficacy group had no significant difference. Results further showed that the effect of self-fulfilling prophecy was significant F(l,80)=19.947, p<.05, suggesting that the performance scores of participants regardless what level of self-efficacy group they were assigned had a significant difference. This result suggests that teacher’s expectation (positive or negative) strongly affect students’ performance. On the other hand, findings on the interaction effect of self-efficacy and self-fulfilling prophecy received no strong support.Item The degree of potency of emojis to substitute the written language in Facebook MessengerBechayda, Kristelle Mae S.; Jaruda, Ma. Ella Dean R.; Pavillar, Gliza Mae D. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2018-04)This is an undergraduate study of how potent the emojis are in substituting the written language in Facebook Messenger. Purposive sampling was used in determining the 127 respondents in Iloilo National High School. Survey questionnaires were utilized in gathering the data. By using Kincaid's Convergence Model of Communication, Semiotics Theory and Uses and Gratification Theory, the researchers used descriptive method to analyze the potency of emojis by studying the respondent’s mutual understanding on their use of emojis. Mutual understanding is further determined by getting the individual field of experience of each respondent. The field of experience in this study includes the level of knowledge on the use of emojis, commonly used emojis, reasons why they use emojis and the capability of emojis in conveying messages. The findings of the study showed that emojis are highly potent in substituting the written language in Facebook Messenger.Item Computer-mediated-interactive-communication technology and self-disclosure of seafarers in MiagaoBarrios, Justicia S. (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2013-03)Thirteen (13) married seafarer residents of Miagao were selected through convenience sampling for this study. They had at least 2 years of on board working experience and have finished their contracts abroad in not more than a year during the data collection. A semi-structured interview guide was utilized to gather basic information and the implication of computer-mediated-interactive-communication technology to selfdisclosure between seafarers and their partners. Results showed that all respondents utilize cellular phones and that majority utilize computers for video chatting and internet relay chat in communicating with their partner. Respondents reported disclosing about their family, financial matters, work experiences, and their feelings. CMICTs were viewed by the respondents as an aid in maintaining their relationship with their partner.Item Emotion work and its relation to job burnout and job satisfaction among call center agents in Iloilo CityBañas, 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.Item The current profile and situation of Iloilo provincial media practitioners in AM radio stationAvelino, 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.