UPV Theses and Dissertations
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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 The rating system and the programming of Iloilo radio statistics: A descriptive studyCabug, Ma. Lucinda V. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 1987-03)This research paper is a descriptive study on the rating system and programming of Iloilo radio stations. The researcher included all the managers and program directors of the radio stations in Iloilo City as sample respondents. Eighteen respondents were interviewed. It has been found out that eleven adhere to the rating system. When the station’s program do not rate, they undertake certain measures such as: scrapping the program format, formulating new program concepts, and changing the person handling the program. It should be noted that although most of the respondents adhered to the rating system, ratings were not considered the major basis in making programming. Instead, the main consideration is the station's target audience. Non — credibility of the rating results was the main reason cited by respondents who do not adhere to the rating system. Consequently, most radio stations independently conduct their own researches to ensure validity and reliability of the rating results.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 Magandang lalake: A relational study on the level of exposure to the Korean flower boy image and the male K - drama viewers' concept of masculinity and gender performativityBritanico, Hannah D.; Figuracion, Ejay Christine L.; Gelvosa, Alysha Mae S. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2022-06)The research looks into the relationship between the male K-Drama viewers' level of exposure to the Korean flower boy image and their concept of masculinity and gender performativity, which are both in terms of appearance and demeanor. The flower boy image or the kkonminam represents a soft version of masculinity, which holds the balance of having good looks and proper demeanor, and is often seen portrayed by male K-Drama protagonists. This study is mainly grounded on Gerbner and Gross' Cultivation Theory, which gives emphasis to the media's impact on viewers' attitude and perception based on their amount of exposure. Judith Butler's Gender Performativity then serves as a supporting theory as it gives emphasis to an individual's understanding of gender and how they conduct themselves, as well as the media's role in producing and transmitting ideals of masculinity. This study uses a quantitative research design and uses the correlational method. In the analysis and interpretation of data, Spearman's Rank Correlation is used to answer the study's research problem. The results show that all the variables have a very weak positive relationship. Amongst the variables mentioned, only the level of exposure and gender performativity in terms of demeanor has statistical significance. Overall, the study concludes K-Dramas may have played a role in the respondents' concept of masculinity and gender performativity although there may be external variables involved, and that the media is a gateway for the presentation and recognition of various forms of masculinities.Item Exposure of Ilonggo viewers to "My husband's lover" and "Dading" and their attitude towards homosexual parenthoodBriones, Marie Jeanje; Nagallo, Larry John (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2015-05)This study explores the relationship between the level of exposure of Ilonggo viewers to gay themed dramas “My Husband’s Lover” and “Dading” and their attitude towards homosexual parenthood in terms of condemnation and tolerance, contact, morality, and stereotypes. The socio-demographic profile (gender, age, marital status, occupation, socio-economic, religion, and educational attainment) and social contact with homosexual parents of the viewers were also measured and correlated to their attitude towards homosexual parenthood. Joseph Klapper’s Reinforcement Theory and Robert Zajonc’s Mere Exposure Theory were employed to construct the theoretical framework of this study. A one shot survey was then administered among 400 respondents for this study as identified employing the Slovin’s Formula at 5% margin of error with 95% confidence level interval based on 2010 Census of Population and Housing Data. The sampling methodology used was Probability to Proportional to Size Sampling design, and to determine the barangays Cumulative Sum was utilized. Results showed that attitude scores towards homosexual parenthood significantly differs across level of exposure to gay themed dramas based on ANOVA result (p-value<0.001). Pairwise comparison further indicates that viewers with low exposure to gay themed dramas also have significantly lower attitude scores as compared to viewers with medium exposure and high exposure. However, no significant difference was found in attitude score between viewers with medium exposure and high exposure. In terms of the socio-demographics, age, gender, educational attainment and social contact to homosexual parents of the viewers also have significant relationship to their attitude towards homosexual parenthood. However, religious affiliations, marital status, and occupation were found statistically insignificant. Results are discussed in the context of Philippine culture.Item Children's perception on the gender role content of Philippine television programsBrillo, Kharla Mae D.; Cruzada, Felecyl Joy P. (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2014-03)This study aimed to find out the gender role portrayals in Philippine television programs. The narratives of elementary students regarding their perceptions of two primetime shows, Honesto and Got To Believe were analyzed. The sample consisted of twenty-one (21) respondents that have passed the criteria prior to the interview. The analysis revealed that male characters are perceived to be capable of acquiring a higher level of education and occupation; are generally richer; engage in physically demanding activities; usually care less of how they look and are socially inhibited. Conversely, female characters are perceived to engage in domestic chores; particularly lighter activities; are more creative; are more sociable; are commonly concerned of their physical appearance; and are often victims of maltreatment.Item TV exposure and study habits of UPV high school studentsBrasileño, Hazel Alice P. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 1987-03)This study was conducted to find out the level of television exposure of high school students, to know their study habits, and to find out the relationship between TV exposure and the study habits of UPV high school students. A study was conducted among VP Visayas High School students, where a total of 137 respondents from first, second, third, and fourth year levels provided the major data of the study. A three-page questionnaire was the instrument used in gathering data. It included: respondent’s level of exposure to TV and the student’s study habits. The least part related TV exposure with study habits. Findings revealed that there is 99% television viewer- ship which means that there is a high level of TV exposure among respondents. Number of hours of viewing ranges from 30 minutes to a maximum of six hours. Most of the programs watched were foreign canned shows and were entertainment in nature. Preferred viewing schedule of most students is 7-9 p.m. Findings also showed that most (54%) of the parents imposed restrictions on their children’s viewing, particularly on the number of hours students watched TV. On the other hand, ninety-six percent (96%) of the students studied their lessons. For those who studied majority do 30 everyday for a minimum of 30 minutes and a maximum of three hours. Students preferred to study between 8-10 p.m. Students study mainly to attain high grades. In relating TV exposure and study habits results showed that TV viewing consumes most of the free time of students and that time slotted for study is utilized for viewing the medium. However, TV viewing is also helpful to the students in that it gives them information and ideas which they applied to their lessons. The chi-square test for independence was used to find out if there is a relationship between the two variables TV exposure and study habits. Results showed that there is a relationship between TV exposure and study habits, that is, the more exposed the students are to TV, the greater is the probability that the number of time spent for studying will be lessened.Item Love teams vs. love teens: How the scripted relationships affect the perceptions and the attitudes of teenagers on REALationshipsBolaño, April F.; Calubiran, Petty Dane C.; Dolor, Joanne Amor D. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2018-04)Aside from being the second most avid television consumers, Filipinos especially teenagers, have become increasingly immersed to watching romantic-themed teleseryes by the different emerging love teams such as JaDine and KathNiel. The evident fandom to these love teams lead to the conduct of the study to identify the effects of the scripted portrayal of a romantic love and relationship to the perceptions and the attitudes of teenagers on romantic love. Research design using qualitative and quantitative approach was utilized. George Gerbner's Cultivation Theory was used to answer how exposure affects the perceptions and the attitudes of teenagers on romantic love. The survey was conducted among 90 qualified respondents across (3) three public high schools in Miag-ao, Iloilo. The 5—point Likert scale was used to measure the influence of the two love teams' teleseyes in the perceptions and the attitudes of teenagers. Results show that high exposure on teleseryes affect teenagers' perceptions and attitudes on romantic love as portrayed by the love teams. However, it was also noted as per results, that not all that were shown in the teleseryes are being mirrored by teenagers as real since they also critic if those depictions of romantic love really happen in reality.Item Comparative analysis of the program format of TV Patrol and 24 OrasBerja, Alice Bernadette F.; Nidoy, Michelle Gay M. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2013-04)This descriptive-comparative study aims to determine the program format of the two mainstream TV news programs here in the Philippines: TV Patrol (ABSCBN) and 24 Oras (GMA). There are two types of TV news program format, standard format and tabloid format. Both formats are guided by four elements: segment, news selection, news delivery and language. Survey was used in measuring the knowledge of Ilonggo viewers on the program format of TV Patrol and 24 Oras. The study covered 12 barangays in Iloilo City with 400 respondents. Results of the data-gathering process showed that TV Patrol is in tabloid format while 24 Oras is in standard format. News delivery is the most tabloid element of TV Patrol while Language is the most standard element of 24 Oras. Both formats have implications to the viewers’ knowledge and perception towards the reality of news stories.