BIBLIOGRAPHY CALABSON, GEMMA DONA P. APRIL...
BIBLIOGRAPHY
CALABSON, GEMMA DONA P. APRIL 2011. Content Analysis of Development
Communication Page on Campus Publications of Baguio and Benguet. Benguet State University,
La Trinidad, Benguet.
Adviser: Chamberlane P. Altatis, BSc
ABSTRACT
The study was conducted to analyze the articles in the DevCom page of the tertiary
schools in Baguio and Benguet.
The study was conducted from December 2010 to February 2011.
There were 34 DevCom articles reviewed from the five campus publications. “The
Mountain Collegian” had 15 articles; 11 are from “The Alternative,” four from “Flame,” and two
from both “Loquitor” and “Cordillera Bulletin.”
Majority of the 34 articles focused on social issues. Most of the writers used secondary
sources of information. The articles were technical in nature since many of them were only
readable to college graduates.
The Mountain Collegian should continue to publish DevCom articles and the other
campus publications should increase the number of their DevCom articles. The writers of
DevCom pages should not only focus on social issues. They should also consider getting
information from multiple sources.
Campus publications such as The Alternative, Flame, Loquitor and The Cordillera
Bulletin should be guided by the principles of development communication writing.
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii
INTRODUCTION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Scope and the Limitations of the Study . . . . . . . . . . . . . . . . . . . . . . . . . 3
REVIEW OF LITERATURE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Content Analysis Defined . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Development Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Characteristics of Development
Journalism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
METHODOLOGY
Locale of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Subjects of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
RESULTS AND DISCUSSION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
DevCom Articles from the Subjects . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Classifications of the Topics of
DevCom articles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Information Source of the DevCom
Writers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Readability of the DevCom Articles . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS. . . . . . . . . . . . . 28
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
APENDIX
A. Coding Sheet Instrument . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
B. Samples of DevCom Articles
in the Mountain Collegian . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
C. Samples of DevCom Articles
in The Alternative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
D. Samples of DevCom Articles
in the Flame . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
E. DevCom Articles in the Loquitor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
F. DevCom Articles in the Cordillera Bulletin . . . . . . . . . . . . . . . . . . . . 43
1
INTRODUCTION
Rationale
The practice of campus publication is protected by Republic Act 7079 known as
the Campus Journalism Act of 1991. This act shall uphold and protect the freedom of the
press even in the campus level. Furthermore, it shall promote the development and
growth of campus journalism as a means of strengthening ethical values, encouraging
critical and creative thinking, and developing moral character and personal discipline of
the Filipino youth that includes the students of various college schools either public or
private.
Campus publication serves as the voice of students in the tertiary level to
communicate their views and concerns to the school administration. It also serves as a
vehicle for transmitting different kinds of information for the students’ holistic
development.
Furthermore, campus publication is an effective aid to the college students. It
provides a venue for college students to enhance their writing skills. It develops the
students’ powers of observation and dissemination of information. It also develops the
qualities of students like cooperation, tact, accuracy, responsibility and leadership.
In addition, campus publication assists both the school and the community. It
informs the school of the issues and events that concern the school and the community. It
also creates awareness among the students.
A campus publication has different kinds of pages such as feature, news, opinion,
editorial, sports and the Development Communication (DevCom) page.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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DevCom has the grassroots approach wherein its audience are commonly groups
such as the community, sectors and organizations, among others.
DevCom page mainly focuses on the development of human life which presents
several alternatives trying to point out the way for the receiver of the information to make
a sound decision. It also seeks to bridge the gap between the information-rich and the
information-poor. It is message-centric and receiver-oriented.
The need for DevCom page in a publication especially in the country is highly
significant. DevCom stemmed out of the needs of a third-world country. It emerged as a
result of studies that seek to address the third-world problems. Hence, DevCom is
essentially needed in advancing development.
Statement of the Problem
The study answered the following questions:
1. What are the DevCom articles from the campus publications of Baguio and
Benguet?
2. What are the classifications of the topics of the articles found in the DevCom
pages?
3. What are the information sources of the DevCom writers of the campus
publications?
4. What is the readability of the articles in DevCom page of the campus
publications?
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Objectives of the Study
The study had the following objectives:
1. to identify the DevCom articles in the campus publications of Baguio and
Benguet;
2. to classify the topics of the articles found in the DevCom page into the
following:
a. Social issues
b. Environment and agriculture issues
c. Indigenous practices issues
d. Economics issues;
3. to identify the information source/s of the DevCom writers of the campus
publications; and
4. to determine the readability of the DevCom articles.
Importance of the Study
The results of the study will serve as a guide for other campus publications that do
not have DevCom page in their publication that are planning to establish DevCom page.
It will also provide insights and recommendations for the subjects to further strengthen
their DevCom page as a means of reaching the grassroots for development.
Scope and Limitation of the Study
The study covered the articles in the Development Communication Page of the
campus publications of tertiary schools in Baguio and Benguet which included: Baguio
Content Analysis of Development Communication Page on Campus Publications of
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Central University (BCU), Benguet State University (BSU), Cordillera Career
Development College (CCDC), King’s College of the Philippines (KCP) and the
University of Cordilleras (UC).
The criteria in determining a DevCom article were based on Juan F. Jamias’
characterization of a DevCom article.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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REVIEW OF LITERATURE
Content Analysis Defined
Wilkinson and Birmingham (2003) put it that as a research technique, content
analysis has been used in a variety of ways and within a number of contexts. It has been
successfully used to analyze text and solve issues of disputed authorship of academic
papers. Content analysis can be used as a powerful research tool to determine, from the
content of the message, sound inferences concerning the attitudes of the speaker or
writer. It has been usefully employed as a descriptor of diverse research techniques used
for systematically collecting, analyzing and making inferences from message.
Development Communication
Development Communication is the art and science of human communication
applied for the speedy transformation of a country and the mass of its people from
poverty to a dynamic state of economic growth that makes possible greater equality and
the fulfillment of human potential (Quebral, 1997).
Boeren and Kees (1977) refer to development communication as “organized
efforts to use communications processes and media to bring social and economic
improvements, generally in developing countries. It becomes an important catalyst for
change.
Hence, development communication provides people with information on change
in their society and works at the local level to advocate change (Rogers, 1989).
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Specifically, the print aspect of development communication is development
journalism.
Characteristics of Development Journalism
The precepts of development journalism may be drawn from the writing of
practitioners and those in academe. Development journalism is purposive, relevant, mass-
oriented, scientific in outlook and technical subject matter-oriented (Jamias, 2007).
Jamias (2007) elaborated the characteristics of a DevCom article:
Purposive. It means the writer or broadcaster must have a conscious attitude to
work for a goal or objective.
In his A Manual of Development Journalism, Allan B. Chalkley, as cited by
Jamias, averred that development journalists have three tasks: to inform, interpret and do
the promotion. They must get their reader, he said, to realize how serious the
development problem is, to think about the problem, to open their eyes to the possible
solutions – to punch that hole in the vicious circle (of poverty).
Development journalism may then be defined as the purposeful use of the print
and electronic media to bring about desirable change in groups as well as of individuals.
Desirable means having as its goal the greatest good of the greatest number in a society,
and for the individual, the fulfillment of the human potential. This vision is referred to as
human development. It is concept that says more than the early model or paradigm of
development emphasizing economic and material growth. Beyond material improvement,
development writers now also give greater attention to social, political and cultural needs.
Content Analysis of Development Communication Page on Campus Publications of
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To gain human development, a country must struggle, first, to meet its people’s
basic needs, especially the poor who make up the vast majority of the population of
developing countries. It must create the conditions for the equitable distribution of
wealth, resources and social power, and promote people participation in the development
process.
Relevant. Editors and reporters abhor sensationalism. They go for stories on
economic trends, population, government services, agriculture, industry, science and
technology and the environment. Development journalists should cultivate the ethos of
in-depth and investigative reporting to counter the propensity for “sunshine journalism,”
Romeo Abundo of the Press Foundation of Asia, has declared.
Mass-oriented. Majority of the Philippine daily newspapers are published in
English and most of their coverage deal with the elite and elitist-oriented issues. The
newspapers are circulated mainly in Metro Manila and a few provincial cities. The
readers and the CD (lower) classes and those in the countryside are scarcely served by
newspapers. Clearly, innovations to increase readership among the masses are called for.
A new publishing venture, The Pinoy Times, has broken ground to get the masses to read
about national issues and to understand the requirements of a truly and effective
democratic society. Results of the nationwide survey in 1994 showed that exposure to
newspapers, magazines, movies, radio and komiks has been declining. Radio was the
most popular medium but television was fast catching up. In summary, Filipinos are
reading less and relying more on television and radio for information and entertainment.
Scientific in outlook. If it has not yet become a hallmark, this scientific orientation
will increasingly characterize development journalism as more of its practitioners get the
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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pre-requisite training. Development journalism, like its parent discipline, the modern
study of human communication, is establishing close linkage with the social sciences
particularly psychology, sociology, social psychology, economics, demography, research
methods, as well as with the new information sciences. The training for development
writers should get them to know selected concepts in the social sciences; their
relationships to specific issues with which journalists in Asia are or ought to be
concerned; and techniques of development writing and other forms of presentation.
Chanchal Sarkar, executive director of the Press Institute, specified.
Technical subject matter-oriented. Reporters typically deal with data,
information, knowledge and products generated or sourced from research. Publications
and reporters from government agencies, research institutes, banks, industrial and
commercial corporations, and even university theses and dissertations are source of
development news. If the scientific level cannot be attained, development journalists at
least should deal with rationally-based information.
The end goal of development communication is a higher quality of life. This is
achieved through intermediate goals described as the expansion of opportunities.
According to Dudley Seers, as cited by Jamias (2007), these intermediate goals mean
getting enough food, more income, jobs, social quality, education and freedom.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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METHODOLOGY
Locale and Time of the Study
The study was conducted in the tertiary schools of Baguio and Benguet (Figure
1). These schools were Baguio Central University (BCU), Benguet State University
(BSU), Cordillera Career Development College (CCDC), King’s College of the
Philippines and the University of Cordilleras (UC).
An educational institution that started as a vocational school, Baguio Central
University (BCU) was established in 1945 right after the Second World War II ended.
The school continued to expand until in 1985, it opened its doors to students who are
eager to have a degree in Hotel and Restaurant and Management. Bachelor of Science in
Tourism, Bachelor of Science in Public Administration, Bachelor of Science in Nursing,
Bachelor of Science in Computer Science and Bachelor of Science in Criminal Justice
System are some of the undergraduate degree programs available at the university.
Graduate students who want to have diverse degrees can also enroll in some of the
school’s graduate programs like Master in Business Administration and Doctor of
Education.
Benguet State University (BSU) is a state university located in La Trinidad. Its
name is originally La Trinidad Agricultural High School, which was later changed to La
Trinidad National Agricultural School (LTNAS), then to Mountain National Agricultural
School (MNAS). It was soon converted into the Mountain National College (MNAC);
Mountain Agricultural College (MAC); and eventually, the Mountain State Agricultural
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Figure 1. Map showing the locale of the study
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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College (MSAC) in 1969 through RA 5923. On January 12, 1986, the school was
converted into a chartered state university by virtue of Presidential Decree 2010.
In October 2003, King’s College of the Philippines, formerly Eastern Luzon
Colleges-Benguet, was registered under the Securities and Exchange Commission (SEC).
In 2010, its name was changed to King’s College of the Philippines.
The University of the Cordilleras caters to more than 15,000 students coming
from the Cordillera Administrative Region (CAR), Regions I and II, as well as from
neighboring provinces in Luzon. Course offerings range from graduate studies, law, arts
and sciences, nursing, engineering and architecture, commerce and secretarial, teacher
education, computer science, technical courses, elementary and high school.
Subjects of the Study
Five campus publications in Baguio - Benguet namely: “Flame” (BCU), “The
Mountain Collegian” (BSU), Cordillera Bulletin (CCDC), “The Loquitor” (King’s
College of the Philippines) and “The Alternative” (UC) were the sources of the DevCom
articles. Issues of these campus publications from 2009 to 2010 were covered. The said
publications were chosen since they are the papers that have DevCom page.
Data Collection
Survey and content analysis methods were used in generating the data. The
specified issues were collected from the archives of the campus publications.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Data Gathered
The data gathered were the DevCom articles from the subjects including the
sources of the information for the DevCom articles.
Data Analysis
Tables were used to illustrate the data gathered. Narratives were also used in the
discussions.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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RESULTS AND DISCUSSION
DevCom Articles from the Subjects
“The Mountain Collegian.” Table 1 shows the Dev Com articles from “The
Mountain Collegian,” the official campus publication of Benguet State University. There
were 13 DevCom articles that were published in 2009 and 2010. Seven DevCom articles
were published in 2009 while seven were published in 2010.
Table 1. Dev Com articles in “The Mountain Collegian”
TITLE OF THE DEVCOM ARTICLE
WRITER/S
YEAR OF
PUBLICATION
Defining Masculinity the Ibaloi and
Jordan Abad
2010
Kankana-ey way
Chant for Development: The Cordillera
April Panganiban
2010
Heritage
Fight Bacteria with Dandelion and
Dina Leaño
2010
Acapulco Leaves
Original BSU Technology (OBT) Pine
Romulo Bagacina Jr.
2010
Tree + Arabica Coffee: Sustainable
Agroforestry Technology
Elders Still Consulted on Community
Ronalyn Banaken
2010
Matters
‘Camote’: Potential Source of Natural dye
April Panganiban
2010
Have a Taste of Yacon Organic Vinegar
Crislyn Balangen
2010
Burial Traditions
Mary Cris Balancio
2009
‘Mata-on,’ Northern Benguet’s
Sheenalyn Sao-an
2009
Indigenous Calendar
‘Muyong’ System: Ifugao’s way of
Sheenalyn Sao-an
2009
Forrest Preservation
Study Says Ampalaya Eradicates Fleas
Garlic and Ginger: Antibiotic Agents
Ronalyn Banaken
2009
On Consumer’s preferences on
Joan Rose Lampac
2009
Strawberry Jam, Wine and Cookies
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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“The Alternative”. Table 2 shows the DevCom articles from “The Alternative,”
the campus publication of the University of the Cordilleras. There are 11 total DevCom
articles identified in the publication. Four articles were published in 2009 and seven were
published in 2010.
Other publications. Table 3 shows the DevCom articles from other publications
which are “The Flame,” the campus publication of Baguio Central University;
Table 2. DevCom articles in “The Alternative”
TITLE OF THE DEVCOM
WRITER/S
YEAR OF
ARTICLE
PUBLICATION
Crossing Boundaries
Chris Paul Mongalini and Zenith
2010
Pattiyao
Fighting Domestic Violence
Jeanene May Evangelista
2010
911 on Call
Virgo Lopez and Jeanene May
2010
Evangelista
Cooling the World
Jeanene May Evangelista and
2010
Maricon Omas
Girlfriends of the Earth
Jeanene May Evangelista
2010
How important are Looks?
Agel Malassab and Catherine
2009
Caluya
Giving Birth to UC’s Unique
Lorena Boteng and Khadya
2009
Orchestra Band
Luzano
Towards a Society with an
Jeftee Ben Pinos-an
2009
Empowered Youth Sector
‘Bayanihan’ Spirit Lives
Jeanene May Evangelista
2009
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Table 3. DevCom articles in the other campus publications
TITLE OF THE
PUBLICATION
WRITER/S
YEAR OF
DEVCOM ARTICLE
PUBLICATION
‘Sulyap sa mga
Flame
Jill Grace B. Kinfia
2010
Batang Lansangan’
Book Worm’s Corner
Flame
Jonalyn L. Juan and
2010
Rhea M. Pay-ong
‘Sa Panahon ng
Flame
Delia B. Alumno and
2010
Sakuna, Pagtulong sa
Rhea M. Pay-ong
Kapwa ang Inuuna’
Exploring Mt. Sto.
Flame
Jocelyn K. Fayang
2010
Tomas
Cao
Teenage Pregnancy...
Loquitor
Zonia Mae Quipot
2010
So What?
Pros and Cons of
Loquitor
Ian Jones Backian
2010
Being a Digital Native
Bacteria for Life
Cordillera Bulletin
Chekhov Agayo
2010
Bacteria for Life
Cordillera Bulletin
Chekhov Agayo
2009
“Loquitor,” the campus publication of King’s College of the Philippines; and the
“Cordillera Bulletin,” the campus publication of Cordillera Career Development College.
“Flame” published four DevCom articles in 2010, “Loquitor” published two in
2010 and “The Cordillera Bulletin” published two in 2009 and 2010.
Classifications of the Topics of DevCom Articles
The topics of the DevCom articles were classified into the following: social,
environment and agriculture, indigenous practices, and economic issues.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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The social issues refer to the stories about people’s status in life, living and
attitudes. Likewise, it relates to matters affecting human welfare.
Indigenous practices-related issues refer to the stories about cultural practices of
the people in the Cordillera.
Environment and agriculture issues refer to the stories about researches in
agriculture and environment. Meanwhile, economics-related issues refer to the stories
about produced products and consumers. They also deal with the production, distribution
and consumption of goods and services and with the theory and management of
economies or economic systems.
Table 4 shows the classifications of the topics of DevCom articles. Majority
(49%) of them focused on social issues; 23% focused on environment and agriculture;
20% on indigenous practices while and 9% focused on economics. Result shows that
social issues are the mostly written topic by the DevCom writers of Baguio and Benguet
campus publications. This is similar with the results of Acdang (2006) and Fortes (2009)
wherein they identified the topics mostly covered by their respondents which were on
social issues.
Table 4. Classifications of the topics of the DevCom articles
CLASSIFICATION
FREQUENCY (n)
PERCENTAGE (%)
Social
17
49
Environment and Agriculture
8
23
Indigenous Practices
7
20
Economics
3
9
TOTAL
34
100
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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DevCom articles on social issues. Table 5 shows the articles that focused on
social issues. Most of these were from “The Alternative” which had nine articles; three
were from the “Flame” and two from “Loquitor.” “The Mountain Collegian” published
one social issue-related article.
This shows that the “The Alternative” was more focused on social issues since
nine out of their 11 DevCom articles (refer to Table 2) focused on people and society.
The same is true with the “Flame” that they had three topics on social issues out of their
four DevCom articles (refer to Table 3). This is also significant to the “Loquitor” because
all (two DevCom articles, refer to Table 3) of their DevCom articles focused on social
issues. “The Mountain Collegian” however did not focus much on social issues since they
had only one article on this topic out of their 15 DevCom articles (refer to Table 1).
A sample article that focused on social issue was “Towards a Society with an
Empowered Youth Sector,” (Figure 2) an article published in “The Alternative.”
Below is the article is the following which shows the focus of the story:
“A young age, Judy suffered sexual and physical abuse. She grew up
without the care and supervision of her parents. She had even taken the
responsibility to work in order to support her younger siblings….”
Dev Com articles on indigenous practices. Table 6 shows the different DevCom
articles that focused on indigenous practices wherein all were from “The Mountain
Collegian.” This shows that “The Mountain Collegian” gave more attention to indigenous
practices because seven out of their 15 DevCom articles (refer to Table 1) were on this
topic. On the other hand, the four other campus publications did not give attention to any
of the Cordillera indigenous practices.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Table 5. DevCom articles on social issues
TITLE OF THE DEVCOM ARTICLE
PUBLICATION
YEAR OF
PUBLICATION
Fighting Domestic Violence
The Alternative
2010
Crossing Boundaries
The Alternative
2010
911 on Call
The Alternative
2010
‘Mabagal na Pag-usad ng Karapatang
The Alternative
2010
Pantao sa Cordilyera’
‘Barya sa Kalsada’
The Alternative
2010
Fishers of Men: How Important are Looks?
The Alternative
2009
Giving Birth to UC’s Unique Orchestral
The Alternative
2009
Band
Towards a Society with an Empowered
The Alternative
2009
Youth Sector
‘Bayanihan’ Spirit Lives
The Alternative
2009
Exploring Mt. Sto. Tomas
Flame
2010
‘Sulyap sa mga Batang Lansangan’
Flame
2010
‘Sa Panahon ng Sakuna, Pagtulong sa
Flame
2010
Kapwa ang Inuuna’
Teenage Pregnancy ….So What?
Loquitor
2010
Pros and Cons of Being a Digital Native
Loquitor
2010
Defining Masculinity the Ibaloi and
The Mountain
2010
Kankana-ey Way
Collegian
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Figure 2. Sample article on social issues
Table 6. DevCom articles on indigenous practices
TITLE OF DEV COM ARTICLE
PUBLICATION
YEAR OF
PUBLICATION
Chant for Development: The
The Mountain Collegian
2010
Cordillera Heritage
Elders still Consulted on
The Mountain Collegian
2010
Community Matters
Burial Traditions
The Mountain Collegian
2009
‘Mata-on,’ Northern Benguet’s
The Mountain Collegian
2009
Indigenous Calendar
‘Muyong’ System: Ifugao’s Way
The Mountain Collegian
2009
of Forest Preservation
Play the Native Games
The Mountain Collegian
2009
Celebrating Culture Through
The Mountain Collegian
2009
Community Dynamics
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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A sample article that focused on indigenous practices issue is the article on
‘muyong.’ Below is an excerpt from the said article focusing on indigenous practice?
(Figure 3).
“It is an Ifugao term meaning forest or woodlot usually located on top of
rice fields. ‘Muyon’g is traditionally inherited property passed on as part of an
inheritance package that includes several fields or ‘payoh’ which are privately
owned. The ‘muyong’ also plays an important role within the tribal economy in is
the primary source of fuel, construction materials, food in medicines. Generally,
descendants of the early settlers have wider ‘payoh’ and ‘muyong’ because
their ancestors were able to choose spots that they improved.”
Figure 3. Sample article on indigenous practices
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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DevCom articles on environment and agriculture. Majority of the articles on
environment and agriculture were published by “The Mountain Collegian” as shown in
Table 7. This result shows that only the “The Mountain Collegian” is the publication that
gave significant focus on this topic.
One of the DevCom articles that focused on environment and agriculture was the
article of Sheenalyn Sao-an in “The Mountain Collegian” titled “Study Says Ampalaya
Eradicates Fleas.” (Figure 4) She stated that:
Table 7. DevCom articles on environment and agriculture
TITLE OF THE DEVCOM
PUBLICATION
YEAR OF
ARTICLE
PUBLICATION
Fight Bacteria with Dandelion and
The Mountain Collegian
2010
Acapulco Leaves
Pine Tree + Arabica: Sustainable
The Mountain Collegian
2010
Agroforestry Technology
Have a Taste of Yacon Organic
The Mountain Collegian
2010
Vinegar
‘Camote’: Potential Source of
The Mountain Collegian
2010
Natural Dye
Cooling the World
The Alternative
2010
Girlfriends of the Earth
The Alternative
2010
Study Says Ampalaya Eradicates
The Mountain Collegian
2009
Fleas
Garlic and Ginger: Antibiotic
The Mountain Collegian
2009
Agents
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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“Fleas, also known as ‘pulgas’ or ‘timel’ in the vernacular are wingless
insects that irritate animals and people as well. They are commonly parasites of
domestic animals affecting their health including blood loss, reductions in weight
and physical damage such as skin irritation….”
Figure 4. Sample article on environment and agriculture
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
23
DevCom articles on economics. Only three articles were on economic issues as
presented in Table 8 wherein, two articles were just a repetition of the “The Cordillera
Bulletin.” This shows that “The Cordillera Bulletin” focused on economics since all of
their articles (refer to Table 3) were on this topic.
“On Consumer’s Preferences on Strawberry Jam, Wine and Cookies” (Figure 5) is
one of the DevCom articles which are under this classification. It states that:
“For strawberry jams, buyers give the highest importance to the product
brand….Shoppers give the highest value to product information and labels in
choosing their strawberry cookies. Then, they consider that crispy texture, the
price (P4.00 per pack of three prices), the attractive labeling and the
popular/advertized brand.”
Information Source of the DevCom Writers
The information sources of the DevCom articles were classified as primary and
secondary. Primary sources relates to the acquiring of first-hand information through
either interviews with concerned person/s, direct observation or experience. On the other
hand, secondary sources were in the form of publications like books, magazines and
theses, as well as the Internet.
Table 8. DevCom articles on economic issues
TITLE OF THE DEVCOM
PUBLICATION
YEAR OF
ARTICLE
PUBLICATION
Bacteria for Life
Cordillera Bulletin
2010
Bacteria for Life
Cordillera Bulletin
2009
On Consumers’ Preferences on
The Mountain Collegian
2009
Strawberry Jam, Wines and
Cookies
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Figure 5. Sample article on economic issues
Table 9 shows the information sources used by the DevCom writers. Most (59%)
of them used secondary sources in writing the articles. Forty-one percent used primary
sources. This shows that the writers of DevCom articles of Baguio and Benguet are more
of taking information from publications than interviewing person/s. This is an indication
that writers of the five campus publications reviewed in this study did not conform to the
basic principles of presenting and making articles by Brooks et al (2005).
DevCom articles that used primary source. Examples of DevCom articles that
used a primary source were “Crossing Boundaries” (Figure 6) by Chris Paul Mongalini
wherein he interviewed Teresita Alimbas. And “Barya sa Kalsada” by Sheela Khrystyn
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Lee, Virgo Lopez and Bleessie Ngeteg in “The Alternative” also used primary source
through an interview with Corallie Dulnuan of City Social Welfare and Development
Office (CSWD).
Table 9. Information sources of the DevCom writers
TYPE OF SOURCE
FREQUENCY (n=34)
PERCENTAGE (%)
Primary
14
41
Secondary
20
59
TOTAL
34
100
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Figure 6. Sample article which used primary source
DevCom articles that used secondary source. There were two examples of
DevCom articles that used secondary source (Figure 7). These were found in “The
Mountain Collegian.” These are “Mata-on, Northern Benguet’s Indigenous Calendar” by
Sheenalyn Sao-an who used the book of Wasing Sacla, Treasury and of Beliefs and
Home Rituals of Benguet. Mary Cris Balancio also used the secondary source which is a
book by Nid Anima in her article, “Burial Traditions.”
Figure 7. Sample article which used secondary source
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Readability of the DevCom Articles
The researcher selected 100 words starting from the second paragraph of the
articles
then
inputted
it
at
http://www.online-
utility.org/english/readability_test_and_improve.jsp. The Gunning Fog Index site then
generated the results of the readability of the articles. The researcher categorized the
years needed in formal education into three categories. These were 7 – 10 years (high
school student), 11 – 14 years (college student) and 15 years and above (post-graduate
individuals).
Table 10 shows the appropriate years a reader should attain in formal education in
order to understand the articles in the DevCom pages. Result shows that many (42%) of
the DevCom articles were technical in nature since they were just readable to readers who
are at least college graduate.
Table 10. Readability of the DevCom articles
YEARS NEEDED
FREQUENCY (n)
PERCENTAGE (%)
7 – 10 years
9
25
11 – 14 years
12
33
15 years and above
15
42
TOTAL
36
100
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to analyze the articles in the Devcom pages of the
tertiary schools in Baguio and Benguet. Specifically, it aimed to: identify the DevCom
articles in the campus publications of Baguio and Benguet; to classify the topics of the
articles into social, environment and agriculture issues, indigenous practices issues and
economics issues; identify the information source/s of the DevCom writers of the campus
publications; determine if the DevCom articles conformed to the characteristics of a
DevCom article by Juan F. Jamias; and determine the readability of the DevCom articles.
The study was conducted in December 2010 to January 2011.
There were 34 DevCom articles reviewed from the five campus publications.
“The Mountain Collegian” had 15 articles, 11 are from “The Alternative”, four from
“Flame”, and both “Loquitor and “Cordillera Bulletin” had two.
Majority of the articles were on social issues followed by the environment and
agriculture issues. Most of the writers used secondary sources of information. Moreover,
the articles were technical in nature since many of them are only readable to college
graduates.
Conclusions
Based on the results, the following conclusions were derived:
1. “The Mountain Collegian” published most of the DevCom articles among the
Baguio and Benguet campus publications in year 2009 and 2010.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
29
2. Articles found in the DevCom page of the campus publications in Baguio and
Benguet usually covered social issues.
3. Secondary sources were mostly utilized by the writers in their articles.
4. Many of the DevCom articles were technical in nature and that they were only
readable to college graduates.
Recommendations
Based on the conclusions, the following recommendations were formulated:
1. “The Mountain Collegian” should continue to publish DevCom articles and the
other campus publications should increase the number of their DevCom articles.
2. The writers of DevCom articles should not only focus on social issues. They
should also write more articles about the other topics.
3. Writers should also consider getting information from multiple sources in order
to cross-check the information’s accuracy.
4. The technical aspect of information in the DevCom articles should be
simplified for them to be readable to wider audience.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
30
LITERATURE CITED
ACDANG, A. 2006. Content Analysis on the Animated Me and Speaking
Out of the Baguio Midland Courier. BS Thesis. Benguet State
University, La Trinidad, Benguet. Pp. 13 – 14.
BOEREN, A. and KEES. ESCAMP. 1977. The Empowerment of
Culture:
Development
Communication
and
Popular
Media.
Newbury Park, California: The Hague: Centre for the Study of
Education in Developing Countries. P. 29.
BROOKS, B., G. KENNEDY., D. MOEN and D. RANLY. 2005. News
Reporting and Writing (8th ed.). United States of America:
Haddon Craftsmen and RR Donnelley and Sons Company. P.
98.
FORTES, B. 2009. Adherence of the News Section of Sunstar Baguio to
the Part III: Writing the Story of the Code Professional and
Ethical Conduct of the Philippines Press Institute. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 15 – 17.
JAMIAS,
J.
2007.
Philippine
Communication
Today.
Manila,
Philippines: Day Publisher. Pp. 126 – 135.
MALINAO,
A.
2004.
Published,
2005:
Campus
and
Community
Journalism
Handbook.
(3rd
ed.).
Mandaluyong
City:
National
Bookstore. P. 216.
QUEBRAL, N. 1997. Introduction to Development Communication. A
Manual. University of the Philippines – Los Baños. Manila. P.
15.
ROGERS, E. 1989. Inquiry in Development Communication in Asante,
M.
and
Gudykunst,
W.
Handbook
of
International
and
Intercultural
Communication.
Newbury
Park,
California:
Sage.
P. 24.
WILKINSON,
D.
and
P.
BIRMINGHAM.
2003.
Using
Research
Instrument: A Guide for Researchers. New Fetter Lane, London:
Routledge Falmer. P. 68.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
31
APPENDIX A
Coding Sheet
Benguet State University
College of Agriculture
DEPARTMENT OF DEVELOPMENT COMMUNICATION
Content Analysis of Development Communication Page of
Campus Publications in Baguio and Benguet
A. GENERAL DESCRIPTION OF THE ARTICLE
Article Title: ______________________________
Writer/s: _________________________________
Publication: _______________________________
B. WRITER’S INFORMATION SOURCE/S
( ) Primary
( ) Secondary
C. CLASSIFICATION OF THE ARTICLE
( ) Social issue
( ) Environment and agriculture
( ) Indigenous practices
( ) Economics
D. READABILITY OF THE ARTICLE
( ) 7 – 10 years
( ) 11 – 14 years
( ) 15 years and above
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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APPENDIX B
DevCom articles in the Mountain Collegian
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
33
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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APPENDIX C
DevCom articles in The ALTERNATIVE
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
36
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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APPENDIX D
DevCom articles in the Flame
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
38
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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APPENDIX E
DevCom articles in the Loquitor
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
41
APPENDIX F
DevCom articles in the Cordillera Bulletin
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
42
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
CALABSON, GEMMA DONA P. APRIL 2011. Content Analysis of Development
Communication Page on Campus Publications of Baguio and Benguet. Benguet State University,
La Trinidad, Benguet.
Adviser: Chamberlane P. Altatis, BSc
ABSTRACT
The study was conducted to analyze the articles in the DevCom page of the tertiary
schools in Baguio and Benguet.
The study was conducted from December 2010 to February 2011.
There were 34 DevCom articles reviewed from the five campus publications. “The
Mountain Collegian” had 15 articles; 11 are from “The Alternative,” four from “Flame,” and two
from both “Loquitor” and “Cordillera Bulletin.”
Majority of the 34 articles focused on social issues. Most of the writers used secondary
sources of information. The articles were technical in nature since many of them were only
readable to college graduates.
The Mountain Collegian should continue to publish DevCom articles and the other
campus publications should increase the number of their DevCom articles. The writers of
DevCom pages should not only focus on social issues. They should also consider getting
information from multiple sources.
Campus publications such as The Alternative, Flame, Loquitor and The Cordillera
Bulletin should be guided by the principles of development communication writing.
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii
INTRODUCTION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Scope and the Limitations of the Study . . . . . . . . . . . . . . . . . . . . . . . . . 3
REVIEW OF LITERATURE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Content Analysis Defined . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Development Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Characteristics of Development
Journalism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
METHODOLOGY
Locale of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Subjects of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
RESULTS AND DISCUSSION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
DevCom Articles from the Subjects . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Classifications of the Topics of
DevCom articles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Information Source of the DevCom
Writers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Readability of the DevCom Articles . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS. . . . . . . . . . . . . 28
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
APENDIX
A. Coding Sheet Instrument . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
B. Samples of DevCom Articles
in the Mountain Collegian . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
C. Samples of DevCom Articles
in The Alternative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
D. Samples of DevCom Articles
in the Flame . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
E. DevCom Articles in the Loquitor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
F. DevCom Articles in the Cordillera Bulletin . . . . . . . . . . . . . . . . . . . . 43
1
INTRODUCTION
Rationale
The practice of campus publication is protected by Republic Act 7079 known as
the Campus Journalism Act of 1991. This act shall uphold and protect the freedom of the
press even in the campus level. Furthermore, it shall promote the development and
growth of campus journalism as a means of strengthening ethical values, encouraging
critical and creative thinking, and developing moral character and personal discipline of
the Filipino youth that includes the students of various college schools either public or
private.
Campus publication serves as the voice of students in the tertiary level to
communicate their views and concerns to the school administration. It also serves as a
vehicle for transmitting different kinds of information for the students’ holistic
development.
Furthermore, campus publication is an effective aid to the college students. It
provides a venue for college students to enhance their writing skills. It develops the
students’ powers of observation and dissemination of information. It also develops the
qualities of students like cooperation, tact, accuracy, responsibility and leadership.
In addition, campus publication assists both the school and the community. It
informs the school of the issues and events that concern the school and the community. It
also creates awareness among the students.
A campus publication has different kinds of pages such as feature, news, opinion,
editorial, sports and the Development Communication (DevCom) page.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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DevCom has the grassroots approach wherein its audience are commonly groups
such as the community, sectors and organizations, among others.
DevCom page mainly focuses on the development of human life which presents
several alternatives trying to point out the way for the receiver of the information to make
a sound decision. It also seeks to bridge the gap between the information-rich and the
information-poor. It is message-centric and receiver-oriented.
The need for DevCom page in a publication especially in the country is highly
significant. DevCom stemmed out of the needs of a third-world country. It emerged as a
result of studies that seek to address the third-world problems. Hence, DevCom is
essentially needed in advancing development.
Statement of the Problem
The study answered the following questions:
1. What are the DevCom articles from the campus publications of Baguio and
Benguet?
2. What are the classifications of the topics of the articles found in the DevCom
pages?
3. What are the information sources of the DevCom writers of the campus
publications?
4. What is the readability of the articles in DevCom page of the campus
publications?
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Objectives of the Study
The study had the following objectives:
1. to identify the DevCom articles in the campus publications of Baguio and
Benguet;
2. to classify the topics of the articles found in the DevCom page into the
following:
a. Social issues
b. Environment and agriculture issues
c. Indigenous practices issues
d. Economics issues;
3. to identify the information source/s of the DevCom writers of the campus
publications; and
4. to determine the readability of the DevCom articles.
Importance of the Study
The results of the study will serve as a guide for other campus publications that do
not have DevCom page in their publication that are planning to establish DevCom page.
It will also provide insights and recommendations for the subjects to further strengthen
their DevCom page as a means of reaching the grassroots for development.
Scope and Limitation of the Study
The study covered the articles in the Development Communication Page of the
campus publications of tertiary schools in Baguio and Benguet which included: Baguio
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
4
Central University (BCU), Benguet State University (BSU), Cordillera Career
Development College (CCDC), King’s College of the Philippines (KCP) and the
University of Cordilleras (UC).
The criteria in determining a DevCom article were based on Juan F. Jamias’
characterization of a DevCom article.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
5
REVIEW OF LITERATURE
Content Analysis Defined
Wilkinson and Birmingham (2003) put it that as a research technique, content
analysis has been used in a variety of ways and within a number of contexts. It has been
successfully used to analyze text and solve issues of disputed authorship of academic
papers. Content analysis can be used as a powerful research tool to determine, from the
content of the message, sound inferences concerning the attitudes of the speaker or
writer. It has been usefully employed as a descriptor of diverse research techniques used
for systematically collecting, analyzing and making inferences from message.
Development Communication
Development Communication is the art and science of human communication
applied for the speedy transformation of a country and the mass of its people from
poverty to a dynamic state of economic growth that makes possible greater equality and
the fulfillment of human potential (Quebral, 1997).
Boeren and Kees (1977) refer to development communication as “organized
efforts to use communications processes and media to bring social and economic
improvements, generally in developing countries. It becomes an important catalyst for
change.
Hence, development communication provides people with information on change
in their society and works at the local level to advocate change (Rogers, 1989).
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Specifically, the print aspect of development communication is development
journalism.
Characteristics of Development Journalism
The precepts of development journalism may be drawn from the writing of
practitioners and those in academe. Development journalism is purposive, relevant, mass-
oriented, scientific in outlook and technical subject matter-oriented (Jamias, 2007).
Jamias (2007) elaborated the characteristics of a DevCom article:
Purposive. It means the writer or broadcaster must have a conscious attitude to
work for a goal or objective.
In his A Manual of Development Journalism, Allan B. Chalkley, as cited by
Jamias, averred that development journalists have three tasks: to inform, interpret and do
the promotion. They must get their reader, he said, to realize how serious the
development problem is, to think about the problem, to open their eyes to the possible
solutions – to punch that hole in the vicious circle (of poverty).
Development journalism may then be defined as the purposeful use of the print
and electronic media to bring about desirable change in groups as well as of individuals.
Desirable means having as its goal the greatest good of the greatest number in a society,
and for the individual, the fulfillment of the human potential. This vision is referred to as
human development. It is concept that says more than the early model or paradigm of
development emphasizing economic and material growth. Beyond material improvement,
development writers now also give greater attention to social, political and cultural needs.
Content Analysis of Development Communication Page on Campus Publications of
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To gain human development, a country must struggle, first, to meet its people’s
basic needs, especially the poor who make up the vast majority of the population of
developing countries. It must create the conditions for the equitable distribution of
wealth, resources and social power, and promote people participation in the development
process.
Relevant. Editors and reporters abhor sensationalism. They go for stories on
economic trends, population, government services, agriculture, industry, science and
technology and the environment. Development journalists should cultivate the ethos of
in-depth and investigative reporting to counter the propensity for “sunshine journalism,”
Romeo Abundo of the Press Foundation of Asia, has declared.
Mass-oriented. Majority of the Philippine daily newspapers are published in
English and most of their coverage deal with the elite and elitist-oriented issues. The
newspapers are circulated mainly in Metro Manila and a few provincial cities. The
readers and the CD (lower) classes and those in the countryside are scarcely served by
newspapers. Clearly, innovations to increase readership among the masses are called for.
A new publishing venture, The Pinoy Times, has broken ground to get the masses to read
about national issues and to understand the requirements of a truly and effective
democratic society. Results of the nationwide survey in 1994 showed that exposure to
newspapers, magazines, movies, radio and komiks has been declining. Radio was the
most popular medium but television was fast catching up. In summary, Filipinos are
reading less and relying more on television and radio for information and entertainment.
Scientific in outlook. If it has not yet become a hallmark, this scientific orientation
will increasingly characterize development journalism as more of its practitioners get the
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
8
pre-requisite training. Development journalism, like its parent discipline, the modern
study of human communication, is establishing close linkage with the social sciences
particularly psychology, sociology, social psychology, economics, demography, research
methods, as well as with the new information sciences. The training for development
writers should get them to know selected concepts in the social sciences; their
relationships to specific issues with which journalists in Asia are or ought to be
concerned; and techniques of development writing and other forms of presentation.
Chanchal Sarkar, executive director of the Press Institute, specified.
Technical subject matter-oriented. Reporters typically deal with data,
information, knowledge and products generated or sourced from research. Publications
and reporters from government agencies, research institutes, banks, industrial and
commercial corporations, and even university theses and dissertations are source of
development news. If the scientific level cannot be attained, development journalists at
least should deal with rationally-based information.
The end goal of development communication is a higher quality of life. This is
achieved through intermediate goals described as the expansion of opportunities.
According to Dudley Seers, as cited by Jamias (2007), these intermediate goals mean
getting enough food, more income, jobs, social quality, education and freedom.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
9
METHODOLOGY
Locale and Time of the Study
The study was conducted in the tertiary schools of Baguio and Benguet (Figure
1). These schools were Baguio Central University (BCU), Benguet State University
(BSU), Cordillera Career Development College (CCDC), King’s College of the
Philippines and the University of Cordilleras (UC).
An educational institution that started as a vocational school, Baguio Central
University (BCU) was established in 1945 right after the Second World War II ended.
The school continued to expand until in 1985, it opened its doors to students who are
eager to have a degree in Hotel and Restaurant and Management. Bachelor of Science in
Tourism, Bachelor of Science in Public Administration, Bachelor of Science in Nursing,
Bachelor of Science in Computer Science and Bachelor of Science in Criminal Justice
System are some of the undergraduate degree programs available at the university.
Graduate students who want to have diverse degrees can also enroll in some of the
school’s graduate programs like Master in Business Administration and Doctor of
Education.
Benguet State University (BSU) is a state university located in La Trinidad. Its
name is originally La Trinidad Agricultural High School, which was later changed to La
Trinidad National Agricultural School (LTNAS), then to Mountain National Agricultural
School (MNAS). It was soon converted into the Mountain National College (MNAC);
Mountain Agricultural College (MAC); and eventually, the Mountain State Agricultural
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Figure 1. Map showing the locale of the study
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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College (MSAC) in 1969 through RA 5923. On January 12, 1986, the school was
converted into a chartered state university by virtue of Presidential Decree 2010.
In October 2003, King’s College of the Philippines, formerly Eastern Luzon
Colleges-Benguet, was registered under the Securities and Exchange Commission (SEC).
In 2010, its name was changed to King’s College of the Philippines.
The University of the Cordilleras caters to more than 15,000 students coming
from the Cordillera Administrative Region (CAR), Regions I and II, as well as from
neighboring provinces in Luzon. Course offerings range from graduate studies, law, arts
and sciences, nursing, engineering and architecture, commerce and secretarial, teacher
education, computer science, technical courses, elementary and high school.
Subjects of the Study
Five campus publications in Baguio - Benguet namely: “Flame” (BCU), “The
Mountain Collegian” (BSU), Cordillera Bulletin (CCDC), “The Loquitor” (King’s
College of the Philippines) and “The Alternative” (UC) were the sources of the DevCom
articles. Issues of these campus publications from 2009 to 2010 were covered. The said
publications were chosen since they are the papers that have DevCom page.
Data Collection
Survey and content analysis methods were used in generating the data. The
specified issues were collected from the archives of the campus publications.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Data Gathered
The data gathered were the DevCom articles from the subjects including the
sources of the information for the DevCom articles.
Data Analysis
Tables were used to illustrate the data gathered. Narratives were also used in the
discussions.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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RESULTS AND DISCUSSION
DevCom Articles from the Subjects
“The Mountain Collegian.” Table 1 shows the Dev Com articles from “The
Mountain Collegian,” the official campus publication of Benguet State University. There
were 13 DevCom articles that were published in 2009 and 2010. Seven DevCom articles
were published in 2009 while seven were published in 2010.
Table 1. Dev Com articles in “The Mountain Collegian”
TITLE OF THE DEVCOM ARTICLE
WRITER/S
YEAR OF
PUBLICATION
Defining Masculinity the Ibaloi and
Jordan Abad
2010
Kankana-ey way
Chant for Development: The Cordillera
April Panganiban
2010
Heritage
Fight Bacteria with Dandelion and
Dina Leaño
2010
Acapulco Leaves
Original BSU Technology (OBT) Pine
Romulo Bagacina Jr.
2010
Tree + Arabica Coffee: Sustainable
Agroforestry Technology
Elders Still Consulted on Community
Ronalyn Banaken
2010
Matters
‘Camote’: Potential Source of Natural dye
April Panganiban
2010
Have a Taste of Yacon Organic Vinegar
Crislyn Balangen
2010
Burial Traditions
Mary Cris Balancio
2009
‘Mata-on,’ Northern Benguet’s
Sheenalyn Sao-an
2009
Indigenous Calendar
‘Muyong’ System: Ifugao’s way of
Sheenalyn Sao-an
2009
Forrest Preservation
Study Says Ampalaya Eradicates Fleas
Garlic and Ginger: Antibiotic Agents
Ronalyn Banaken
2009
On Consumer’s preferences on
Joan Rose Lampac
2009
Strawberry Jam, Wine and Cookies
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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“The Alternative”. Table 2 shows the DevCom articles from “The Alternative,”
the campus publication of the University of the Cordilleras. There are 11 total DevCom
articles identified in the publication. Four articles were published in 2009 and seven were
published in 2010.
Other publications. Table 3 shows the DevCom articles from other publications
which are “The Flame,” the campus publication of Baguio Central University;
Table 2. DevCom articles in “The Alternative”
TITLE OF THE DEVCOM
WRITER/S
YEAR OF
ARTICLE
PUBLICATION
Crossing Boundaries
Chris Paul Mongalini and Zenith
2010
Pattiyao
Fighting Domestic Violence
Jeanene May Evangelista
2010
911 on Call
Virgo Lopez and Jeanene May
2010
Evangelista
Cooling the World
Jeanene May Evangelista and
2010
Maricon Omas
Girlfriends of the Earth
Jeanene May Evangelista
2010
How important are Looks?
Agel Malassab and Catherine
2009
Caluya
Giving Birth to UC’s Unique
Lorena Boteng and Khadya
2009
Orchestra Band
Luzano
Towards a Society with an
Jeftee Ben Pinos-an
2009
Empowered Youth Sector
‘Bayanihan’ Spirit Lives
Jeanene May Evangelista
2009
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Table 3. DevCom articles in the other campus publications
TITLE OF THE
PUBLICATION
WRITER/S
YEAR OF
DEVCOM ARTICLE
PUBLICATION
‘Sulyap sa mga
Flame
Jill Grace B. Kinfia
2010
Batang Lansangan’
Book Worm’s Corner
Flame
Jonalyn L. Juan and
2010
Rhea M. Pay-ong
‘Sa Panahon ng
Flame
Delia B. Alumno and
2010
Sakuna, Pagtulong sa
Rhea M. Pay-ong
Kapwa ang Inuuna’
Exploring Mt. Sto.
Flame
Jocelyn K. Fayang
2010
Tomas
Cao
Teenage Pregnancy...
Loquitor
Zonia Mae Quipot
2010
So What?
Pros and Cons of
Loquitor
Ian Jones Backian
2010
Being a Digital Native
Bacteria for Life
Cordillera Bulletin
Chekhov Agayo
2010
Bacteria for Life
Cordillera Bulletin
Chekhov Agayo
2009
“Loquitor,” the campus publication of King’s College of the Philippines; and the
“Cordillera Bulletin,” the campus publication of Cordillera Career Development College.
“Flame” published four DevCom articles in 2010, “Loquitor” published two in
2010 and “The Cordillera Bulletin” published two in 2009 and 2010.
Classifications of the Topics of DevCom Articles
The topics of the DevCom articles were classified into the following: social,
environment and agriculture, indigenous practices, and economic issues.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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The social issues refer to the stories about people’s status in life, living and
attitudes. Likewise, it relates to matters affecting human welfare.
Indigenous practices-related issues refer to the stories about cultural practices of
the people in the Cordillera.
Environment and agriculture issues refer to the stories about researches in
agriculture and environment. Meanwhile, economics-related issues refer to the stories
about produced products and consumers. They also deal with the production, distribution
and consumption of goods and services and with the theory and management of
economies or economic systems.
Table 4 shows the classifications of the topics of DevCom articles. Majority
(49%) of them focused on social issues; 23% focused on environment and agriculture;
20% on indigenous practices while and 9% focused on economics. Result shows that
social issues are the mostly written topic by the DevCom writers of Baguio and Benguet
campus publications. This is similar with the results of Acdang (2006) and Fortes (2009)
wherein they identified the topics mostly covered by their respondents which were on
social issues.
Table 4. Classifications of the topics of the DevCom articles
CLASSIFICATION
FREQUENCY (n)
PERCENTAGE (%)
Social
17
49
Environment and Agriculture
8
23
Indigenous Practices
7
20
Economics
3
9
TOTAL
34
100
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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DevCom articles on social issues. Table 5 shows the articles that focused on
social issues. Most of these were from “The Alternative” which had nine articles; three
were from the “Flame” and two from “Loquitor.” “The Mountain Collegian” published
one social issue-related article.
This shows that the “The Alternative” was more focused on social issues since
nine out of their 11 DevCom articles (refer to Table 2) focused on people and society.
The same is true with the “Flame” that they had three topics on social issues out of their
four DevCom articles (refer to Table 3). This is also significant to the “Loquitor” because
all (two DevCom articles, refer to Table 3) of their DevCom articles focused on social
issues. “The Mountain Collegian” however did not focus much on social issues since they
had only one article on this topic out of their 15 DevCom articles (refer to Table 1).
A sample article that focused on social issue was “Towards a Society with an
Empowered Youth Sector,” (Figure 2) an article published in “The Alternative.”
Below is the article is the following which shows the focus of the story:
“A young age, Judy suffered sexual and physical abuse. She grew up
without the care and supervision of her parents. She had even taken the
responsibility to work in order to support her younger siblings….”
Dev Com articles on indigenous practices. Table 6 shows the different DevCom
articles that focused on indigenous practices wherein all were from “The Mountain
Collegian.” This shows that “The Mountain Collegian” gave more attention to indigenous
practices because seven out of their 15 DevCom articles (refer to Table 1) were on this
topic. On the other hand, the four other campus publications did not give attention to any
of the Cordillera indigenous practices.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Table 5. DevCom articles on social issues
TITLE OF THE DEVCOM ARTICLE
PUBLICATION
YEAR OF
PUBLICATION
Fighting Domestic Violence
The Alternative
2010
Crossing Boundaries
The Alternative
2010
911 on Call
The Alternative
2010
‘Mabagal na Pag-usad ng Karapatang
The Alternative
2010
Pantao sa Cordilyera’
‘Barya sa Kalsada’
The Alternative
2010
Fishers of Men: How Important are Looks?
The Alternative
2009
Giving Birth to UC’s Unique Orchestral
The Alternative
2009
Band
Towards a Society with an Empowered
The Alternative
2009
Youth Sector
‘Bayanihan’ Spirit Lives
The Alternative
2009
Exploring Mt. Sto. Tomas
Flame
2010
‘Sulyap sa mga Batang Lansangan’
Flame
2010
‘Sa Panahon ng Sakuna, Pagtulong sa
Flame
2010
Kapwa ang Inuuna’
Teenage Pregnancy ….So What?
Loquitor
2010
Pros and Cons of Being a Digital Native
Loquitor
2010
Defining Masculinity the Ibaloi and
The Mountain
2010
Kankana-ey Way
Collegian
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Figure 2. Sample article on social issues
Table 6. DevCom articles on indigenous practices
TITLE OF DEV COM ARTICLE
PUBLICATION
YEAR OF
PUBLICATION
Chant for Development: The
The Mountain Collegian
2010
Cordillera Heritage
Elders still Consulted on
The Mountain Collegian
2010
Community Matters
Burial Traditions
The Mountain Collegian
2009
‘Mata-on,’ Northern Benguet’s
The Mountain Collegian
2009
Indigenous Calendar
‘Muyong’ System: Ifugao’s Way
The Mountain Collegian
2009
of Forest Preservation
Play the Native Games
The Mountain Collegian
2009
Celebrating Culture Through
The Mountain Collegian
2009
Community Dynamics
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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A sample article that focused on indigenous practices issue is the article on
‘muyong.’ Below is an excerpt from the said article focusing on indigenous practice?
(Figure 3).
“It is an Ifugao term meaning forest or woodlot usually located on top of
rice fields. ‘Muyon’g is traditionally inherited property passed on as part of an
inheritance package that includes several fields or ‘payoh’ which are privately
owned. The ‘muyong’ also plays an important role within the tribal economy in is
the primary source of fuel, construction materials, food in medicines. Generally,
descendants of the early settlers have wider ‘payoh’ and ‘muyong’ because
their ancestors were able to choose spots that they improved.”
Figure 3. Sample article on indigenous practices
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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DevCom articles on environment and agriculture. Majority of the articles on
environment and agriculture were published by “The Mountain Collegian” as shown in
Table 7. This result shows that only the “The Mountain Collegian” is the publication that
gave significant focus on this topic.
One of the DevCom articles that focused on environment and agriculture was the
article of Sheenalyn Sao-an in “The Mountain Collegian” titled “Study Says Ampalaya
Eradicates Fleas.” (Figure 4) She stated that:
Table 7. DevCom articles on environment and agriculture
TITLE OF THE DEVCOM
PUBLICATION
YEAR OF
ARTICLE
PUBLICATION
Fight Bacteria with Dandelion and
The Mountain Collegian
2010
Acapulco Leaves
Pine Tree + Arabica: Sustainable
The Mountain Collegian
2010
Agroforestry Technology
Have a Taste of Yacon Organic
The Mountain Collegian
2010
Vinegar
‘Camote’: Potential Source of
The Mountain Collegian
2010
Natural Dye
Cooling the World
The Alternative
2010
Girlfriends of the Earth
The Alternative
2010
Study Says Ampalaya Eradicates
The Mountain Collegian
2009
Fleas
Garlic and Ginger: Antibiotic
The Mountain Collegian
2009
Agents
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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“Fleas, also known as ‘pulgas’ or ‘timel’ in the vernacular are wingless
insects that irritate animals and people as well. They are commonly parasites of
domestic animals affecting their health including blood loss, reductions in weight
and physical damage such as skin irritation….”
Figure 4. Sample article on environment and agriculture
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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DevCom articles on economics. Only three articles were on economic issues as
presented in Table 8 wherein, two articles were just a repetition of the “The Cordillera
Bulletin.” This shows that “The Cordillera Bulletin” focused on economics since all of
their articles (refer to Table 3) were on this topic.
“On Consumer’s Preferences on Strawberry Jam, Wine and Cookies” (Figure 5) is
one of the DevCom articles which are under this classification. It states that:
“For strawberry jams, buyers give the highest importance to the product
brand….Shoppers give the highest value to product information and labels in
choosing their strawberry cookies. Then, they consider that crispy texture, the
price (P4.00 per pack of three prices), the attractive labeling and the
popular/advertized brand.”
Information Source of the DevCom Writers
The information sources of the DevCom articles were classified as primary and
secondary. Primary sources relates to the acquiring of first-hand information through
either interviews with concerned person/s, direct observation or experience. On the other
hand, secondary sources were in the form of publications like books, magazines and
theses, as well as the Internet.
Table 8. DevCom articles on economic issues
TITLE OF THE DEVCOM
PUBLICATION
YEAR OF
ARTICLE
PUBLICATION
Bacteria for Life
Cordillera Bulletin
2010
Bacteria for Life
Cordillera Bulletin
2009
On Consumers’ Preferences on
The Mountain Collegian
2009
Strawberry Jam, Wines and
Cookies
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Figure 5. Sample article on economic issues
Table 9 shows the information sources used by the DevCom writers. Most (59%)
of them used secondary sources in writing the articles. Forty-one percent used primary
sources. This shows that the writers of DevCom articles of Baguio and Benguet are more
of taking information from publications than interviewing person/s. This is an indication
that writers of the five campus publications reviewed in this study did not conform to the
basic principles of presenting and making articles by Brooks et al (2005).
DevCom articles that used primary source. Examples of DevCom articles that
used a primary source were “Crossing Boundaries” (Figure 6) by Chris Paul Mongalini
wherein he interviewed Teresita Alimbas. And “Barya sa Kalsada” by Sheela Khrystyn
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Lee, Virgo Lopez and Bleessie Ngeteg in “The Alternative” also used primary source
through an interview with Corallie Dulnuan of City Social Welfare and Development
Office (CSWD).
Table 9. Information sources of the DevCom writers
TYPE OF SOURCE
FREQUENCY (n=34)
PERCENTAGE (%)
Primary
14
41
Secondary
20
59
TOTAL
34
100
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Figure 6. Sample article which used primary source
DevCom articles that used secondary source. There were two examples of
DevCom articles that used secondary source (Figure 7). These were found in “The
Mountain Collegian.” These are “Mata-on, Northern Benguet’s Indigenous Calendar” by
Sheenalyn Sao-an who used the book of Wasing Sacla, Treasury and of Beliefs and
Home Rituals of Benguet. Mary Cris Balancio also used the secondary source which is a
book by Nid Anima in her article, “Burial Traditions.”
Figure 7. Sample article which used secondary source
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Readability of the DevCom Articles
The researcher selected 100 words starting from the second paragraph of the
articles
then
inputted
it
at
http://www.online-
utility.org/english/readability_test_and_improve.jsp. The Gunning Fog Index site then
generated the results of the readability of the articles. The researcher categorized the
years needed in formal education into three categories. These were 7 – 10 years (high
school student), 11 – 14 years (college student) and 15 years and above (post-graduate
individuals).
Table 10 shows the appropriate years a reader should attain in formal education in
order to understand the articles in the DevCom pages. Result shows that many (42%) of
the DevCom articles were technical in nature since they were just readable to readers who
are at least college graduate.
Table 10. Readability of the DevCom articles
YEARS NEEDED
FREQUENCY (n)
PERCENTAGE (%)
7 – 10 years
9
25
11 – 14 years
12
33
15 years and above
15
42
TOTAL
36
100
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to analyze the articles in the Devcom pages of the
tertiary schools in Baguio and Benguet. Specifically, it aimed to: identify the DevCom
articles in the campus publications of Baguio and Benguet; to classify the topics of the
articles into social, environment and agriculture issues, indigenous practices issues and
economics issues; identify the information source/s of the DevCom writers of the campus
publications; determine if the DevCom articles conformed to the characteristics of a
DevCom article by Juan F. Jamias; and determine the readability of the DevCom articles.
The study was conducted in December 2010 to January 2011.
There were 34 DevCom articles reviewed from the five campus publications.
“The Mountain Collegian” had 15 articles, 11 are from “The Alternative”, four from
“Flame”, and both “Loquitor and “Cordillera Bulletin” had two.
Majority of the articles were on social issues followed by the environment and
agriculture issues. Most of the writers used secondary sources of information. Moreover,
the articles were technical in nature since many of them are only readable to college
graduates.
Conclusions
Based on the results, the following conclusions were derived:
1. “The Mountain Collegian” published most of the DevCom articles among the
Baguio and Benguet campus publications in year 2009 and 2010.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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2. Articles found in the DevCom page of the campus publications in Baguio and
Benguet usually covered social issues.
3. Secondary sources were mostly utilized by the writers in their articles.
4. Many of the DevCom articles were technical in nature and that they were only
readable to college graduates.
Recommendations
Based on the conclusions, the following recommendations were formulated:
1. “The Mountain Collegian” should continue to publish DevCom articles and the
other campus publications should increase the number of their DevCom articles.
2. The writers of DevCom articles should not only focus on social issues. They
should also write more articles about the other topics.
3. Writers should also consider getting information from multiple sources in order
to cross-check the information’s accuracy.
4. The technical aspect of information in the DevCom articles should be
simplified for them to be readable to wider audience.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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LITERATURE CITED
ACDANG, A. 2006. Content Analysis on the Animated Me and Speaking
Out of the Baguio Midland Courier. BS Thesis. Benguet State
University, La Trinidad, Benguet. Pp. 13 – 14.
BOEREN, A. and KEES. ESCAMP. 1977. The Empowerment of
Culture:
Development
Communication
and
Popular
Media.
Newbury Park, California: The Hague: Centre for the Study of
Education in Developing Countries. P. 29.
BROOKS, B., G. KENNEDY., D. MOEN and D. RANLY. 2005. News
Reporting and Writing (8th ed.). United States of America:
Haddon Craftsmen and RR Donnelley and Sons Company. P.
98.
FORTES, B. 2009. Adherence of the News Section of Sunstar Baguio to
the Part III: Writing the Story of the Code Professional and
Ethical Conduct of the Philippines Press Institute. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 15 – 17.
JAMIAS,
J.
2007.
Philippine
Communication
Today.
Manila,
Philippines: Day Publisher. Pp. 126 – 135.
MALINAO,
A.
2004.
Published,
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Campus
and
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Journalism
Handbook.
(3rd
ed.).
Mandaluyong
City:
National
Bookstore. P. 216.
QUEBRAL, N. 1997. Introduction to Development Communication. A
Manual. University of the Philippines – Los Baños. Manila. P.
15.
ROGERS, E. 1989. Inquiry in Development Communication in Asante,
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and
Gudykunst,
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Newbury
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Sage.
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WILKINSON,
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Routledge Falmer. P. 68.
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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APPENDIX A
Coding Sheet
Benguet State University
College of Agriculture
DEPARTMENT OF DEVELOPMENT COMMUNICATION
Content Analysis of Development Communication Page of
Campus Publications in Baguio and Benguet
A. GENERAL DESCRIPTION OF THE ARTICLE
Article Title: ______________________________
Writer/s: _________________________________
Publication: _______________________________
B. WRITER’S INFORMATION SOURCE/S
( ) Primary
( ) Secondary
C. CLASSIFICATION OF THE ARTICLE
( ) Social issue
( ) Environment and agriculture
( ) Indigenous practices
( ) Economics
D. READABILITY OF THE ARTICLE
( ) 7 – 10 years
( ) 11 – 14 years
( ) 15 years and above
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APPENDIX B
DevCom articles in the Mountain Collegian
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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APPENDIX C
DevCom articles in The ALTERNATIVE
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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APPENDIX D
DevCom articles in the Flame
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
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APPENDIX E
DevCom articles in the Loquitor
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
41
APPENDIX F
DevCom articles in the Cordillera Bulletin
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
42
Content Analysis of Development Communication Page on Campus Publications of
Baguio and Benguet. CALABSON, GEMMA DONA P. APRIL 2011.
Document Outline
- Content Analysis of DevelopmentCommunication Page on Campus Publications of Baguio and Benguet
- BIBLIOGRAPHY
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDICES