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UPV Theses and Dissertations

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    Consciousness of feminism in selected movies among college students
    Artuz, Shara Mae F.; Reyes, Rika Jane T.; Villa, Mae Anne F. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2015-05)
    The study seeks to know the common level of consciousness of feminism in selected films among college students. It anchors on Muzafer Sherifs Social Judgment Theory that sets responses to stimuli along the latitudes of acceptance, non-commitment and rejection. Parallel to this theory, consciousness of feminism is measured as high level, which means the audiences accept and identify the concept of feminism being present in the films included in this study; medium level, which means the audiences find the concept of feminism objectionable in the films included in this study; and low level, which represents that audience does not accept and identify the concept of feminism being present in the films included in this study. The study employs a survey questionnaire given to 353 students of the University of the Philippines Visayas. Results show that over 73% of the respondents have high consciousness level. It is concluded in this study that majority of the students in UP Visayas are highly conscious of feminism in feminist-themed films; are conscious of the concept of feminism or can easily identify it in feminist-themed movies.
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    The meaning of beauty: A semiotic analysis of a beauty product advertisement and its interpretation by young female professionals
    Alcala, Zharina Ayn T.; Gamayao, April P. (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2011-03)
    This study explored on how a beauty product advertisement communicates the concept of beauty and how it can affect the consumption of the said product among young female professionals. By using semiotic analysis, the researchers identified the signs and codes that communicate what is beautiful and its possible effects on the pre-existing concept of beauty. The Focused Group Discussions among 17 participants from Iloilo City revealed that the concept of beauty of the participants is not only defined physically but also holistically. However, the participants deemed physical beauty important. Though the participants identified the signs and codes of related to beauty in the advertisement, these did not affect their concept of beauty and their consumption of the said product. The quality, affordability and credibility of the beauty products were the factors they considered in patronizing the products and not necessarily because of the advertisement.