BIBLIOGRAPHY JERALYN T. JUAN. April...
BIBLIOGRAPHY
JERALYN T. JUAN. April 2012. Perceptions of Barangay Madaymen, Kibungan,
Benguet Listeners on ‘Gangsan Di Tawid’ Radio Program. Benguet State University, La
Trinidad, Benguet.
Adviser: Filmore Y. Awas, MDC
ABSTRACT
This study characterized the listeners of the radio program, determined the
frequency of listening the radio program, identified the respondents' reasons for listening
to the radio program, determined the respondents' perception to the radio program as a tool
in promoting cultural awareness, determined the information acquired of the respondents
from listening to the radio program and determined the suggestions and comments of the
listeners about the program.
An interview schedule was used in gathering information from 20 respondents.
Data gathered were illustrated in tables and analysed using descriptive statistics such as
percentage, frequency counts and ranking. The data were also processed and presented in
a narrative form.
The respondents who were Kankana-ey farmers and listeners of ‘Gangsan di Tawid’
program were from different ages, both males and females, were either married or single
and had their formal education.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Respondents listened to the program because it is enjoyable, educational, and
informative where they can able to learn a lot, in terms of promoting the awareness of its
listeners, especially the younger generation, on customs and traditions of their ancestors.
The respondents claimed that they prefer Ilocano as a medium of communication
because they can relate with and easily understands the message well.
Majority of the respondents claimed good indigenous practices as the best
information they acquired from the program. Three respondents also acquired indigenous
food while one gained information on different indigenous languages of Igorots.
Also, the respondents indicated that they were in need of more cultural practices
which include cultural beliefs of Igorots, cultural clothing and accessories, folksongs and
folk story, more indigenous knowledge, and indigenous practices. Respondents said that
they want to improve their knowledge about the different culture in Benguet.
The study recommends that the station should maintain the purpose of the program
in promoting the awareness of its listeners, especially the younger generation, on customs
and traditions of their ancestors. In addition, the host might consider the suggestions of the
respondents that business matters- economy, prices of goods and commodities; good
agricultural practices; more Igorot culture- Benguet and Mt. Province; news update and
anything that were developmental were included in the discussion.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
INTRODUCTION
Rationale
Cordillera is known for its rich and diverse cultural heritage. It has been handed
down from one generation to another. Infact, many, if not some, of the practices remained
resilient in spite of the pressures from changing times.
Many concerned organizations in the region including the media practitioner,
journalists, educator, elders, and others strive to relay information about indigenous
practices of the Igorots to the younger generations to preserve the mother culture.
According to Benosa (2009), Mather mentioned that IP protection is a real challenge for
any print and broadcast organization because you need to protect the cultural integrity of
what you are reporting.
Today, many radio stations (like DZWT) have seen their role in educating the
youths of their cultural practices and values. With this, other stations use different formats
like jingle, developmental plug, drama and documentaries to educate and inform the people
about their culture. This function of the radio stations is what Maslog (1988) termed as
“educator of the outside classrooms”.
DZWT is considered as an educator station in Cordillera that promotes culture. The
station was put up in 1966 with a vision to provide a religious and educational program to
the Cordillerans through a unified strategy or community-based broadcasting. To achieve
this, the station created programs that would gather and broadcast significant and
interesting information relevant to the local people’s concerns and aspirations for human
development. One of the programs is the ‘Gangsan di Tawid’.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
‘Gangsan di Tawid’ is one of the cultural programs of DZWT started and anchored
by Aljhun Gigilo. The program was put up in 2006 with a purpose to enhance and share
the Igorot culture all over the world.
The two-hour program being aired at 12:00 to 2:00 pm every Sunday (now
11:30am-12:30 pm as of February 5, 2012) had varied topic. It tackles different cultural
practices of the Igorots being eradicated at present. ‘Gangsan di Tawid’ used varied format
like magazine, musical and documentary in order to get the attention of the listeners. Also,
it used such technique like textline portion, greetings and request songs from the listeners
for the effectiveness of the program.
According to Aljhun Gigilo, the program ‘Gangsan di Tawid’ is for discovery and
sharing of cultural practices among Igorots and also for the enhancement and richness of
knowledge among younger generation.
‘Gangsan di Tawid’ is classified as an educational program. It educates and informs
the listeners about the cultural practices and indigenous knowledge of the Igorots. The
program aims to promote the awareness of the listeners especially the younger generation
on customs and traditions of their ancestors.
Moreover, the program ‘Gangsan di Tawid’ captured the interest of the people
especially in Kibungan, Benguet wherein a lot of listeners participate in the discussion via
telephone and cellphone.
An educational program is one of the communication tools used to develop
awareness on issues affecting people’s lives. Like other radio programs, it has the ability
to inculcate values, educate, and at the same time to entertain.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Considering that radio is a cheap and fast medium of communication, its use in
promoting development should be maximized. It is therefore necessary that radio materials
be evaluated to check its effectiveness.
Statement of the Problem
The study determined the perception of the listeners to the radio program ‘Gangsan
di Tawid’ in promoting cultural awareness. It further answered the following questions:
1. Who are the listeners of the radio program?
2. How often do they listen to the radio program?
3. Why do they listen to the radio program?
4. How do the respondents perceive the radio program as a tool in promoting
cultural awareness?
5. What information are they acquiring from the radio program?
6. What are the suggestions and comments of the listeners towards ‘Gangsan di
Tawid’?
Objectives of the Study
Generally, this study determined the perception of the listeners to the radio program
‘Gangsan di Tawid’ in promoting cultural awareness.
Specifically, it answered the following:
1. characterized the listeners of the radio program;
2. determined the frequency of listening the radio program;
3. identified the respondents' reasons for listening to the radio program;
4. determined the respondents' perception to the radio program as a tool in
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
promoting cultural awareness;
5. determined the information acquired of the respondents from listening to the
radio program; and
6. determined the suggestions and comments of the listeners about the
program.
Importance of the Study
The result of the study provided insights to the production of ‘Gangsan di Tawid’
for the improvement of the radio program that will be relevant to the needs of people in the
community. It served as additional information to the listeners about their own cultural
practices.
Furthermore, this became a tool so that the practices of the Igorots will not be lost.
It is also be used by communication practitioners and researchers as reference.
Scope and Limitation
The study was conducted to see if ‘Gangsan di Tawid’ is effective in disseminating
information on cultural concerns by interviewing 20 respondents from Madaymen,
Kibungan, Benguet. The respondents were chosen purposively with listenership to the
program as the main criterion.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
REVIEW OF LITERATURE
Characteristics of Radio
The high potential coverage of radio also often masks the inhibiting effect on
transmission signals of mountainous terrain, weak transmitter, geographical location, and
other physical barriers. It is dismaying how often they crop up as problems in evaluations
of educational and pilot broadcasts beamed to the rural areas. Also, in terms of possible
reach, radio outstrips the extension worker. Because of its rural nature and the relative
cheapness of receiving sets, radio has been touted as the rural medium, and it has performed
in many ways (Quebral, 1988).
According to Barker and Gaut (2002), during the 1930s and 1940s, radio was the
television of today, with situation comedies, musicals, political addresses, and game shows.
The success of radio often has been attributed to its mobility. We can carry portable radios
in our pockets and bring them anywhere, from houses to fields. Radio is most reliable form
of communication during emergencies because it can use batteries instead of electricity is
an easily portable.
Jamias (1975) stated that radio continuously attracted considerable attention from
national development planners because of its potential in helping solve some of the
problems of developing countries. Not only does radio possess the intrinsic characteristics
of speed, extensiveness, portability, and flexibility that give it a comparative advantage
over the other mass media; it also performs with great efficiency the information,
educational and entertainment functions.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Characteristics of the Respondents
In a study, Community Broadcasting Staff (1979) pointed out that there is no single
homogenized station audience. Any station has different times throughout the broadcast
day. At one time, the audience maybe composed mainly of children; sometimes it may
consist of large audience may have had very little formal schooling. Some audiences are
made up mostly of farmers; other audiences are mostly high school students. In other
words, the radio audience is composed of audiences with different demographic
characteristics.
According to Anno (2003) almost all of the respondents in Mankayan, Benguet had
formal education with 46.67 percent reaching secondary level; 34.67 percent, college level;
and 17.33 percent, elementary level. There was only one (1.33 percent) who did not have
any formal education. Even though, this is not the reason for not listening to the radio
because some radio station broadcast in Ilocano, which is widely understood in the locality.
There are thirty two percent of the respondents derived their income from farming. Some
obtained their income from small scale-business or government employment.
Paulino (2003) reported that thirty-four (34%) percent of the respondents in
Kibungan, Benguet belonged to the age bracket of 31-40, and 30% between 21-30 years
old. Majority (52%) of the respondents were males. The finding indicates that there is a
slight difference between males and females.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Frequency of Listening to the Radio Program
According to Safawil (2005), more than half of the respondents in Atok, Benguet
listened to ‘Salaknib ti Nakaparsuan’ once a week only. Considering that each story runs
for six days in a week, listening once a week implies that the listeners missed parts of the
whole message. Only 17 of the respondents (28.33) listened to the radio drama daily or
regularly. There was one who listened once a month only during the whole period under
the study.
Reasons for Listening
Merril (1978) as cited by Anno (2003) consider three motivational factors that lead
to the media; loneliness, curiosity and self-aggrandizement. These three factors and
numerous others that might be cited are covered under the various functions. For example,
the media's creation of a tie of union satisfies loneliness; the educational function deals
with curiosity and the reinforcement and educational functions on the self-aggrandizement
motive.
According to Paulino (2003) most respondents in Kibungan, Benguet (40%) listen
to radio because it provides current vegetable prices. This is important for them since most
of them are vegetable growers. Other reasons for listening are: gives farm information,
increases knowledge, informs on current issues, and provides entertainment and relaxation.
This was supported in the study of Catano (2010) where majority (77.78) said that the
program ‘BSU-on-the-air’ introduced new technologies in farming and more than one-half
said it helps them increase their farm productivity.
According to the study of Palayen (2007), majority (84%) of the respondents in
Baculongan Sur claimed that they listen to the program ‘Boses Ti Farmers’ because of the
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
clarity of signal in their place and 60 % of them listened to know current vegetable prices
announcement. Few (22%) of the respondents found that the program is entertaining
because the host was witty and humorous according to them.
Palayen (2007) on her study Perceptions of Baculongan Sur Vegetable farmers on
‘Boses ti Farmers’ program that majority (94%) of the respondents claimed that the topics
discussed were beneficial to them. Only two or 4% of them said that topics discussed are
not beneficial to them because those were not applicable to the kind of farming they have.
Examples were the discussion on expensive cost of proper packaging of crops to maintain
its quality and the time-consuming (according to them) organic farming. Still one listener
claimed that topic that tackles about the importation of vegetable was not beneficial
because it lessened farmers’ motivation to work and said that it was not their fault to be
competitive because they did their part while the government seems to have forgotten about
them.
According to Catano (2010) on her study on Attitude Towards and Perceptions on
BSU-on-The-Air of Kalanguya Farmers in Tinoc, Ifugao that majority said topics aired
were beneficial to them since the topics aired were informative (88.89%) and the rest said
topics aired can be practiced in the locality. Farmers said that some of the topics aired were
not applicable in their locality and in their farms like topics about strawberry, lowland/dry
land growing of rice and other topics. But they claimed they gained knowledge anyway.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Perception of the Respondents
to the Radio Program
McPhail (2009) pointed out that development communication, particularly radio,
was viewed as being central to improving the economic and social lot of the poor in the
Southern Hemisphere.
According to Community Broadcasting Staff (1979), educational radio station (like
DZLB) that offers programs relevant to its specific target audience, the difficulty of getting
people to listen to the program is minimized. The primary purpose of educational program
is to develop appreciation, improve behavior or shape conditions. Educational programs
are those that have clearly laid out objectives that either follow the entire process of
learning or attain one of the steps in the adoption process, namely, awareness, interest,
evaluation and decision, testing and adoption.
Catano (2010) on her study that majority said topics aired on BSU-on-the-air were
beneficial to them since the topics aired were informative (88.89%) and the rest said topics
aired can be practiced in the locality. Farmers said that some of the topics aired were not
applicable in their locality and in their farms like topics about strawberry, lowland/dry land
growing of rice and other topics. But they claimed they gained knowledge anyway.
This was supported on the study of Palayen (2007) that majority (94%) of her
respondents in Baculongan Sur claimed that the topics discussed on ‘Boses ti Farmers’
were beneficial to them. Only two or 4% of them said that topics discussed are not
beneficial to them because those were not applicable to the kind of farming they have.
Examples were the discussion on expensive cost of proper packaging of crops to maintain
its quality and the time-consuming (according to them) organic farming. Still one listener
claimed that topic that tackles about the importation of vegetable was not beneficial
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
because it lessened farmers’ motivation to work and said that it was not their fault to be
competitive because they did their part while the government seems to have forgotten about
them.
Information Needs
According to Apilado (1981), as cited by Balanggoy (2003), vegetable farmers in
La Trinidad had particularly choices; they desired the following subject matters to be
emphasized: vegetable production, animal production, population education, health and
nutrition marketing and cooperatives. Some were also interested in ecology, forestry and
environmental topics.
The environmental concerns were mining, sanitation, proper waste disposal and
management and flash floods as emphasized in the study of Safawil (2003). The stories
depicted real-life situations and the role of people in aggravating or improving the
situations.
According to the study of Palayen (2007) on Perceptions of Baculongan Sur
Vegetable farmers on ‘Boses ti Farmers’ program that majority (82%) of the respondents
claimed that they need further information in general agriculture to be discussed in the
program. This includes the proper treatment for a particular disease (biological control and
chemical control), cross cropping, and planting of seasonal crop. Few (40%) still claimed
that they need of topic to be tackled in swine production since some of the vegetable
growers are engaged in backyard piggery as a part of their source of income. Few (26%)
said that they need information on health and nutrition in connection with the proper
handling of pesticides in order to protect their selves, also some listeners need topics about
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
family planning. Some of the female listeners were interested on ornamental production
especially on cut flower production.
Comments and Suggestions
Catano (2010) on her study that the Attitude Towards and Perceptions on BSU-on-
The-Air of Kalanguya Farmers in Tinoc, Ifugao, most respondents requested that the
program be at least 30 minutes or 1 hour if possible to accommodate more topics and
questions. On her study, she has recommended that Benguet State University should
continue airing its airing of BSU-on-The-Air and look into the possibility of extending the
length of the program.
According to the study of Palayen (2007), majority (82%) of her respondents in
Baculongan Sur claimed that they need further information in general agriculture to be
discussed in the program ‘Boses Ti Farmers’. This includes the proper treatment for a
particular disease (biological control and chemical control), cross cropping, and planting
of seasonal crop. Few (40%) still claimed that they need of topic to be tackled in swine
production since some of the vegetable growers are engaged in backyard piggery as a part
of their source of income. Few (26%) said that they need information on health and
nutrition in connection with the proper handling of pesticides in order to protect their
selves, also some listeners need topics about family planning. Some of the female listeners
were interested on ornamental production especially on cut flower production.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
METHODOLOGY
Locale and Time of the Study
The study was conducted in Madaymen, Kibungan, Benguet (Fig. 1 and 2).
Kibungan is bounded on the north by the municipality of Bakun; on the east by the
municipality of Buguias; on the south by the municipalities of Atok and Kapangan; on the
west by the province of Ilocos Sur. Kibungan is a 4th class municipality in the province of
Benguet, Philippines. According to the latest census, it has a population of 15,700 people
in 2,949 households. There are seven barangays in the municipality namely: Badeo; Lubo;
Madaymen; Palina; Poblacion; Sagpat and Tacadang. About 97% of the inhabitants of
Kibungan are Kankana-eys, but other tribes like Ibalois, Bontocs, Pangasinan, Tagalogs
etc. are now found in the municipality.
The people of Kibungan still celebrate the “cañao” or the butchering of animals for
the tribal feastings with songs and dances. This was practiced long before and even after
the American Regime started formal education in the country.
The municipality is chosen as the study area because Kibungan can be reached by
the radio wavelength of DZWT and a lot of Kibungan listeners participate from the
discussion. Barangay Madaymen is the selected locale of the study.
The study was conducted from November 2011 to January 2012.
Respondents of the Study
The study had 20 respondents from Madaymen, Kibungan, Benguet. Respondents
were chosen through purposive sampling.
The criteria in choosing the respondents were: residence of Kibungan, Benguet
a nd listeners of the radio program ‘Gangsan di Tawid’.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Figure 1. Map of Benguet showing the location of Kibungan
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Figure 2. Map of Kibungan, Benguet showing the specific location of the study
Subject of the Study
‘Gangsan di Tawid’ is one of the cultural programs of DZWT. The program started
in 2006 with a purpose to enhance and share the Igorot culture all over the world.
The two-hour program being aired at 11:30am-12:30 pm every Sunday had varied
topic. It tackles different cultural practices of the Igorots being eradicated at present.
‘Gangsan di Tawid’ used varied format like magazine, musical and documentary in order
to get the attention of the listeners. Also, it used such technique like textline portion,
greetings and request songs from the listeners for the effectiveness of the program.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Aljhun Gigilo was the facilitative anchor of the program ‘Gangsan di Tawid’
wherein he is the one who operates the program. He was the one who read the idea of the
listeners to the topics being discussed.
Data Collection
An interview schedule was used in data gathering. The researcher personally
conducted interviews and the questions were translated to Kankana-ey in order to facilitate
understanding between the researcher and the respondents.
Data Gathered
The data gathered were the benefits of the radio program, characteristics of the
respondents, frequency of listening to ‘Gangsan di Tawid’, reasons for listening to the radio
program, perception to the radio program, acquired information from ‘Gangsan di Tawid’,
and the listeners comments and suggestions.
Data Analysis
The data gathered from the respondents were tabulated, illustrated in tables and
using descriptive statistics such as percentage, frequency counts and ranking. The data
were also processed and presented in a narrative form.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
RESULTS AND DISCUSSION
This portion presents the quantitative and qualitative analysis of data gathered from
the 20 respondents of Madaymen, Kibungan, Benguet. The responses included the socio-
demographic profile of the respondents, frequency of listening, reasons for listening the
program, perceptions of the respondents to the program, information acquired, suggestions
of the respondents and information needs of the respondents.
Socio-demographic Profile of the Respondents
The study had 20 respondents who were purposively chosen.
Table 1 presents the socio-demographic characteristics of the respondents
according to age, sex, civil status, educational attainment, social characteristics, and
sources of livelihood.
Age. Among the 20 respondents, five (25%) belonged to the age bracket 10-20, 11
(55%) belonged to the age bracket 21-30, two (10%) belonged to the age bracket 31-40
while two (10%) fell within the age bracket 41-50. Twelve years old was the youngest and
50 years old was the oldest.
Civil status and sex. In terms of sex, 70% of the respondents were male while 30%
were female. As to civil status, majority (60%) of the respondents was single and (40%)
were married. The results show that there is a slight difference in the number of female and
male in the study.
Educational attainment. Results show that 40% among the respondents reached
high school level, 30% have been to College level, 25% went to elementary level while
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Table 1. Profile of the respondents
CHARACTERISTICS
NO. OF RESPONDENTS
PERCENTAGE
n=20
(%)
Age
20 and below
5
25
21-30
11
55
31-40
2
10
41-50
2
10
TOTAL
20
100
Sex
Male
14
70
Female
6
30
TOTAL
20
100
Civil Status
Single
12
60
Married
8
40
TOTAL
20
100
Educational Attainment
No Formal Education
1
5
Elementary Level
5
25
Secondary Level
8
40
College Level
6
30
TOTAL
20
100
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Table 1. Continued…
Social Characteristics
Ilocano
1
5
Kankana-ey
19
95
TOTAL
20
100
Sources of Farming
Farming
9
45
Students
6
30
Laborers
5
25
TOTAL
20
100
5% said to have non formal education. Generally, almost all of the respondents have
reached a certain educational level. The findings show that majority of the respondents had
formal education while some of them had low educational attainment but literate enough
to understand the radio program.
Social characteristics. Finding shows that 19 among the 20 respondents were
Kankana-ey with only one Ilocano. The result implies that most of the respondents were
Kankana-ey.
Sources of livelihood. Majority (45%) of the respondents were farmers and 25
percent were paid laborers. On the other hand, there were 30 % respondents who were
students during the time of the study.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Over all, the findings imply that the “Gangsan di Tawid” program was listened to
by both males and females who belong to different age brackets, either single or married,
who had different educational attainment, and were engaged in farming activities.
Frequency of Listening
Frequency. In terms of frequency of listening, eight out of 20 respondents claimed
that they listened to the program twice a month; seven said that they listened every Sunday
and five said once a month.
Jayson Sacpa, one respondent from sitio Kagam-is, claimed that he listened to the
program twice a month. He said that he was busy, especially when somebody invites him
to make a labor in that day wherein he cannot listen well to the program. Despite that, he
said that he was trying to catch up with the discussions he missed.
The same was the case for by Drilon Besli, a respondent from sitio Balangsayan.
According to him, he listened to the program twice a month because of the kind of work
he has. However, he said that the program was very wonderful where he learn a lot of his
own culture.
Radio ownership. In terms of the respondents’ means in listening to the program,
13 respondents claimed that they listened to their own radio while five said that they
listened to their neighbor’s radio. Only two said that they listened to their friend’s radio.
Sacpa claimed that he listened ‘Gangsan di Tawid’ program with his own radio and
sometimes with his friend’s radio, especially when they invite him to make a labor for
them. However, he frankly said that he preferred listening to his own radio for clear
understanding.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Respondent’s preferred medium of communication. Majority (16) of the
respondents preferred Iloco as the language they want to listen to while four preferred
Kankana-ey.
Chensing Ceriaco, a respondent from sitio Kagam-is, Madaymen prefer Ilocano as
medium of communication wherein she is able to relate with and easily understand the
discussion. She added that there were a lot of listeners who listened to the program
‘Gangsan di Tawid’ because they can understand the language.
Sacpa added that Ilocano is easily understood by the listeners especially those who
do not attend formal education. He said that Ilocano language is mostly used by people in
the area for better communication and better understanding.
This result was supported by the study of Paulino (2003) where 76% respondents
in Palina, Kibungan, Benguet prefer Ilocano as the language in broadcasting for them to
easily understand the message being conveyed.
The findings that majority of the respondents listened to the program twice a month
with their own radio and preferred Ilocano as the medium of communication.
Reasons for Listening
Enjoyable. Half (10) of the respondents claimed that the program was enjoyable;
thus, they are interested to listen. Also, aside from enjoyable, the topics were also
interesting and hosts were enjoyable to listen to. Five respondents said that the program
gives additional knowledge about cultural practices and another five said that the topics
were amazing because wherein the listeners were able to laugh and smiled because of the
new knowledge they learned sent through used of text messaging.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Victor Lubida, a respondent from sitio Kagam-is, Madaymen said that the program
was enjoyable making him feel relaxed and at ease. He added that some of the topics being
discussed were used of local dialects that are enjoyable to listen to.
Results show that respondents had various reasons for claiming that ‘Gangsan di
Tawid’ program was enjoyable.
A finding of Palayen (2007) supports the results of this study in her study about
perceptions of Baculongan Sur Vegetable Farmers on ‘Boses Ti Farmers’. Her study
showed that 22% of the respondents in Baculongan Sur found the program entertaining and
enjoyable because the host was witty and humorous.
Educational and informative. Respondents claimed during the interview that the
topics were educational and informative. Eight of the respondents said they gained
knowledge for listening to the program, while five said they learned some indigenous
practices they were not aware of. Same number said that they were informed well while
the other two said the program provided answers to their questions about a certain culture
that they do not understand.
Karen Altaki, one of the respondents from sitio Balangsayan, said that as a youth
today, it is very important to listen to the program ‘Gangsan di Tawid’ in order to learn
more about the culture of our great ancestors especially that the advent of technology or
modernization affect the behavior and values of the new generation today. “I admit that I
am also affected by the advent of technology but my parents and the program of DZWT
helped me to build up and expand my knowledge and learn more new culture of our great
grandparents,” she added.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Also, Lubida claimed that the program ‘Gangsan di Tawid’ were educational and
informative. “Mayat eman, ad-ado di maad-adal ko no mandenge-dengge ak sen programa
ay ‘Gangsan di Tawid’ ya mataptapean den amok ay am-amag ya pamati den nanakay ya
nanabakes ed nabaon”. (The program is good. I learn a lot whenever I listen to the program
‘Gangsan di Tawid’ and my knowledge on culture like the belief of our ancestors is being
added).
According to the study of Safawil (2005), the reasons of respondents for listening
to Salaknib ti Nakaparsuan were the program is informative, entertaining, and realistic;
thus, relates to the result of this study.
Respondents claimed that they were educated to the topics because most of the
cultural practices were applicable to their life. All of the respondents also claimed they
were applying the practices in their daily life and their reasons for applying the practices
were: it was what they grew up; it improved their quality of life; is a way for their cultural
practices not to die; and it was being practiced by their family.
Results indicate that respondents had many reasons for applying cultural practices
they heard from ‘Gangsan di Tawid’ in their daily life.
This corroborates the study on Indigenous Knowledge for Development a
Framework for Action of World Bank (1998) stating that adapting practices to the local
setting can help improve the impact and sustainability of development assistance. The
study of World Bank furthered stressed that sharing indigenous knowledge within and
across communities can help enhance cross-cultural understanding and promote the
cultural dimension of development.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Results imply that the program was therefore educational and informative where
the listeners were able to learn a lot in terms of promoting the awareness of its listeners,
especially the younger generation, on customs and traditions of their ancestors.
Support to the program. All of the respondents were willing to support ‘Gangsan
di Tawid’ program. Eight of the respondents said they will participate in the discussion
through texting, while seven said another way of showing their support is through
continues listening to the program.
Meanwhile, three of them said that they will recommend the program to others while the
two respondents said they will practice the knowledge and ideas they learned from the
program.
Altaki said that one way of showing her support to the program is through texting
wherein she is participating from the topics being discussed. She added that she was sharing
and expressing her idea on what was being discussed by the host. And also, she said that
while participating with the discussion, she learned new ideas and concept about Igorot
culture.
One way of supporting ‘Gangsan di Tawid’ program is through recommending to
others. Among the 20 respondents, there were three who recommended the program to
others.
As to their reasons for recommending ‘Gangsan di Tawid’, the six respondents who
noted they had recommended the program to others said the program is very educational,
helpful to younger generation, and it is important in improving the quality of life.
Olivia Fernandez, one of the respondents of sitio Kagam-is, said that
recommending the program ‘Gangsan di Tawid’ to her neighbors and friends was very
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
much important in order for them also to learn their origin as well as their culture and
traditions. “I know that in listening to this program the listeners will be able to learn and
understand their own origin,” she added.
Results of this study corroborate to the result of the study Attitude Towards and
Perceptions on BSU-on-the-Air of Kalanguya Farmers in Tinoc, Ifugao by Catano (2010)
on the ways on how the farmers in Tinoc, Ifugao would support the program.
Great majority of her respondents said they would support the program by continuously
listening to the program, and by practicing the knowledge and skills learned. Some of her
respondents said they will also recommend it to others.
Perceptions of the Respondents
about the Topics being Aired
As to the perception of respondents towards the topics being aired, all of them said
the topics were beneficial to them since the topics aired were informative and educational.
This was attested by 18 of the respondents. As emphasized in the previous result, through
the topics being tackled, the respondents claimed that they gained knowledge for listening,
they learned some indigenous practices they were not aware of and the program provided
answers to their questions that they do not understand. The remaining two said the topics
were able to help the future generation to know and learn their own culture and tradition.
Respondents said that some of the topics help the future generation to know and
learn their own culture and traditions because nowadays, as explained by one respondent,
some of the cultural practices are being lost.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
As stated in a report from Forestry Development Center (1997), people uprooted
from their original environment and from their knowledge systems and practices are people
who have lost their identity.
According to the finding of Agence India Press (2011) on ‘Rich’ cultural heritage,
fading moral values and ‘Incredible India’, nowadays Indian culture is facing a serious
threat as western culture is fast spreading in India and the essence of Indian culture is
slowly fading away.
The impact of western culture eating the very vitals of the rich cultural heritage in metro
cities and is now slowly spreading to other parts of nation. It is sad to know that today’s
generation is bending more towards the west and moving away from its own cultural
values. Today’s youth get confused with modernization and westernization.
Also, respondents claimed that the program was important to them. As for their
reason in saying so, almost one-half of them said that it informed them and they were able
to gain more knowledge on the different cultural practices. Other respondents (10) agreed
that the program help to spread the indigenous knowledge especially to younger generation
and that they were able to appreciate their own culture.
This finding supported the purpose of the program, which is to enhance and share
the Igorot culture all over the world. From the result, it can be said that the objective of the
program was achieved.
All the respondents also said that the program was helpful to them. Based on their
answers, 15 said that the program introduced different cultural practices of Igorots life. The
remaining five said it helped to appreciate their own culture and increase awareness of the
listeners on indigenous knowledge.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Results imply that the topics being aired by the program increased awareness of the
respondents on ‘Gangsan di Tawid’ and helped introduce different cultural practices of
Igorots.
The respondents perceived several effects of ‘Gangsan di Tawid’ program in their
community. Majority (nine) said that the program helped them to understand well their
own culture; five said that community people were informed different cultural practices;
three said that the program helped them to appreciate and improved their knowledge about
their own culture.
Results imply that ‘Gangsan di Tawid’ program disseminates good cultural
information which helps the listeners understand well their own culture.
Time of airing. Majority (17) of the respondents said that the time of airing of
‘Gangsan di Tawid’ which is 11:30-12:30pm (before 12:00-2:00 pm) is appropriate while
three claimed the time to be too early. Respondents who claimed the time was too early
reasoned that they are still in church.
Sacpa claimed that the time is appropriate for the listeners to listen with. “Usto lang
den oras tan penangan ya penag enana et duwan da pay didan mandengdengge sen
programa ya den magapu pay dedan ed simbaan ase da pay en sumamsambot ay
mandengge” (The time is appropriate since it is lunch time where farmers usually listen.
Even those who went to church can listen to the program).
Length of program. In terms of the perceptions of respondents on the length of
program which is one hour and thirty minutes, 15 respondents claimed the length of the
program was appropriate and five said it was too short. Majority of the respondents
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
answered that one hour and thirty minutes is appropriate for the program since according
to them, almost all the topics were enjoyable and interesting.
This corroborates to the study of Palayen (2007) on Perceptions of Baculongan Sur
Vegetable Farmers on ‘Boses Ti Farmers’ program that some listeners said that length of
the program is too short when they find the topic interesting being discussed by the host.
Program host. In terms of the respondents’ perceptions on the program host (Mr.
Aljhun Gigilo), all of them agreed that the host was appropriate since he was able to deliver
the message clearly and appropriately.
This implies that the performance of the host affects the program rating in general.
This corroborates the study of Palayen (2007) that listeners in Buguias tend to listen to
radio program since the hosts is good in delivering his topic in a witty and humorous way.
Also, Palayen added the host used local dialects making the program appreciated more.
The study of Catano (2010) also noted that the host’s delivery of message and
knowledge in adds to the credibility of the program as perceived by her respondents.
Findings imply that the topics being aired to ‘Gangsan di Tawid’ program were
beneficial, important to the society, helpful, and appropriate.
Information Acquired
Majority of the respondents (16) claimed knowledge on good indigenous practices
as the best information they acquired from the program. Three respondents also acquired
indigenous food while one respondent gained information on different indigenous
languages of Igorots.
Ceriaco claimed that she acquired good indigenous practices from the program.
“My knowledge on cañao practices was being added by the information being discussed
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
on the program. Cañao was the well-known practices of the Igorots however; the younger
generation like me did not know yet the concept of Cañao so I am very thankful that
‘Gangsan di Tawid’ was produced for the learning of the younger generation,” she said.
This was supported by Sacpa adding that he learned some indigenous foods not
only indigenous practices. He admitted that the food that he only sees was not audible to
eat according to him but when he listened to the program ‘Gangsan di Tawid’, he learned
that it was the food of our ancestors long time ago. Examples of indigenous foods discussed
in the program were: “ay-ayosep” (blueberry), “lokto” (sweet potato), and “pinit” (wild
strawberry). These were all presents in the forest.
Fernandez also said that she was able to learn indigenous languages of Igorots like
Ibaloy because she was Kankana-ey eager to learn Ibaloi. She said that little by little, she
learned Ibaloi word through listening to the program. However, she admitted that speaking
Ibaloi was not easy. “Learning the different languages/dialects of Igorot was not easy to do
so because of different environment I grew with having different language so I had difficult
at first,” she added.
The findings suggest that ‘Gangsan di Tawid’ program is truly needed in this
contemporary era in disseminating cultural information.
Suggestions of the Respondents to the Program
Since majority of the respondents favored the topics aired, including the
appropriateness of the time and the anchorman, only few gave specific suggestions for its
improvement.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Instead, some respondents expressed their heartfelt thanks to the program it was
able to serve as a reminder for them not to forget their culture. Their appreciations to the
program were noted in the previous results of this study.
All of the respondents suggest that the program should continue to be aired.
For the suggestions to the topics being aired, respondents requested that the
program should include business matters like the present economy, prices of goods and
commodities; good agricultural practices; more Igorot culture-Benguet and Mt. Province;
news update and local stories or stories of the community.
Information Needs of Respondents
Majority of the respondents indicated that they were in need of more cultural
practices which include cultural beliefs of Igorots, cultural clothing and accessories,
folksongs and folk story, more indigenous knowledge, and indigenous practices.
Respondents said that they want to improve their knowledge about the different culture in
Benguet.
One respondent (Lubida) emphasized that he needs more information about the
practices of the Cordillerans which he could still adopt and apply in the future. He said that
learning the cultural belief is not bad instead they could help the people to avoid any
untoward events to happen. “Some cultural beliefs help me improve my agricultural crops;
however, I also have to do my part so that my crops would be better. There’s no harm in
practicing these traditional practices,” he added. Also, he said that cultural belief of the
Igorot was very much strong in the society like the belief in “tenmengaw”, one of the spirits
that could not be seen, protecting their crops.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
The respondents’ responses show their interest in learning more about culture.
Claver (1992) as cited by Maguen (2005) stated that various traditions define what is good,
and people seek and aspire for the ideals they pursue making it important to learn and
understand.
Their interest to learn their own culture, as stated in the study of Forestry Development
Center (1997) means that the indigenous people themselves are the key participants in any
application of indigenous knowledge, whether they are at the giving or receiving end.
It can be noted here that the respondents are willing to learn more about culture as
indicated in their needs and as shown in other results of the study.
According to the study of Forestry Development Center (1997) on the Application
of Indigenous Knowledge systems in sustainable upland development, the indigenized
knowledge has to be worked out by the people themselves through a long period of time to
become culturally appropriate and acceptable elements of the local culture.
The findings imply the increasing interest of the community, especially the youth,
to learn their culture which is also evident in different literature and researches.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted at Madaymen, Kibungan, Benguet to characterized the
listeners of the radio program, determined the frequency of listening the radio program,
identified the respondents' reasons for listening to the radio program, determined the
respondents' perception to the radio program as a tool in promoting cultural awareness,
determined the information acquired of the respondents from listening to the radio program
and determined the suggestions and comments of the listeners about the program.
Interview schedule was used to gather the needed information from the 20
respondents who listen to the ‘Gangsan di Tawid’ program. Purposive sampling was used
in choosing the respondents.
Majority of the listeners’ belonged to the age bracket of 21-30 and most of them
are males who are singles. The respondents had their formal education and most of them
were farmers. Kankana-ey was the leading tribal affiliation of the respondents.
Majority of the respondents listened to the program twice a month and listened with
their own radio. The respondents claimed that they prefer Iloco as a medium of
communication because they can relate with and easily understands the message well.
Findings showed that listeners listened to the program because it is enjoyable,
educational, and informative where they can able to learn a lot, in terms of promoting the
awareness of its listeners, especially the younger generation, on customs and traditions of
their ancestors.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Most of the respondents said that the topics being tackled are beneficial to them
since the topics aired were informative and educational (18) and the rest said topics were
able to help the future generation to know and learn their own culture and tradition.
Most of the listeners said that the time of airing, length of the program, and the
program host was appropriate.
Majority of the respondents claimed good indigenous practices as the best
information they acquired from the program. Three respondents also acquired indigenous
food while one gained information on different indigenous languages of Igorots.
The respondents requested that the program include business matters- economy,
prices of goods and commodities; good agricultural practices; more Igorot culture-Benguet
and Mt. Province; news update and anything that were developmental were included in the
discussion.
Majority of the respondents indicated that they were in need of more cultural
practices which include cultural beliefs of Igorots, cultural clothing and accessories,
folksongs and folk story, more indigenous knowledge, and indigenous practices.
Respondents said that they want to improve their knowledge about the different culture in
Benguet.
Conclusions
Based on the findings of the study, the following conclusions are derived;
1. Respondent’s socio-demographic profiles vary from one aspect to another.
2. There are still community members who do not have their personal radio especially
in remote areas of Madaymen, Kibungan, Benguet.
3. ‘Gangsan di Tawid’ is appreciated by the listeners because of the nature of its
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
segment which is focus on culture.
4. Ilocano is still the language mostly preferred by many radio listeners in the
municipality.
5. There is an increasing interest of the community in learning their culture.
Recommendations
Based on the conclusions, the following recommendations were formulated.
1.
Since the result shows that respondents prefer Ilocano as medium of
communication, the station must continually use Ilocano for discussion.
2.
The station should maintain the purpose of the program in promoting the
awareness of its listeners, especially the younger generation, on customs and traditions of
their ancestors.
3.
Since the respondents claimed that the program is beneficial, proponents
might continually air their program in terms of airing time and length of the program.
4.
The program must continually air good indigenous practices and
information on different indigenous languages of Igorots.
5.
The host might consider the suggestions of the respondents that business
matters- economy, prices of goods and commodities; good agricultural practices; more
Igorot culture-Benguet and Mt. Province; news update and anything that were
developmental were included in the discussion.
6.
The program continually discuss more practices which include cultural
beliefs of Igorots, cultural clothing and accessories, folksongs and folk story, more
indigenous knowledge, and indigenous practices.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
LITERATURE CITED
AGENCE INDIA PRESS. 2011. ‘Rich’ cultural heritage, fading moral values and
‘ Incredible India’. Retrievd March 1, 2012 from http://society.ezinemark.com
ANNO, J. 2003. Listenership of Radio Natin Buguias in Three Barangays of Mankayan,
Benguet. BS Thesis. BSU, La Trinidad, Benguet. Pp. 4-14.
BALANGGOY, M. 2003. Radio Programs and Station Preferences of AM Band Listeners
in Pandayan, Tadian, Mt. Province. BS Thesis. BSU, La Trinidad, Benguet. P. 11.
BARKER, L. L. and D. B. Gaut. 2002. Communication 8th Edition. USA: A Pearson
Education Company. Pp. 324-339.
BENOSA, S. 2009. Giving Faces and Voices to Indigenous Cultures. Agung- Official
Newsletter of the NCCA. 7 (5) : 6.
CATANO, K. 2010. Attitude Towards and Perceptions on BSU-on-the-Air of Kalanguya
Farmers in Tinoc, Ifugao. BS Thesis. BSU, La Trinidad, Benguet. Pp. 19-26.
COMMUNITY BROADCASTING STAFF. 1979. A Manual on Radio Broadcasting.
UPLB, Laguna. Pp. 189-190.
FORESTRY DEVELOPMENT CENTER. 1997. Application of indigenous knowledge
systems in sustainable upland development. UPLB, Laguna. Pp. 16-17, 23.
JAMIAS, J. 1975. Readings in Development Communication. UPLB, Laguna: College of
Agriculture Publication. P. 92.
MAGUEN, R. 2005. Integration of the Indigenous Knowledge and Practices in the
Curricular Courses of Mountain Province State Polytechnic College. Phd Thesis.
BSU, La Trinidad, Benguet. P. 18.
MASLOG, C. 1988. Philippine Communication: An Introduction. Quezon City: New Day
Publishers. Pp. 213-214.
MCPHAIL, T. 2009. Development Communication: Reframing the Role of the Media.
United Kingdom: Blackwell Publication Ltd.. P. 6.
PALAYEN, J. 2007. Perceptions of Baculongan Sur Vegetable Farmers on ‘Boses Ti
Farmers’ Program. BS Thesis. BSU, La Trinidad, Benguet. Pp. 16-17
PAULINO, N. 2003. AM and FM Station Listenership in Barangay Palina, Kibungan,
Benguet. BS Thesis. BSU, La Trinidad, Benguet. Pp. 11-15.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
QUEBRAL, N. 1988. Development Communication. UPLB, Laguna: College of
Agriculture Publication. P. 32-33.
SAFAWIL, B. 2005. Effectiveness of the Radio Program “Salaknib ti Nakaparsuan” in
Promoting Environmental Awareness in Atok, Benguet. BS Thesis. BSU, La
Trinidad, Benguet. Pp. 13-18.
WORLD BANK.1998. Indegenous Knowledge for Development a Framework for
Action. Retrieved March 1, 2012 from http://www.worldbank.org/afr/ik/ikrept.pdf
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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JERALYN T. JUAN. April 2012. Perceptions of Barangay Madaymen, Kibungan,
Benguet Listeners on ‘Gangsan Di Tawid’ Radio Program. Benguet State University, La
Trinidad, Benguet.
Adviser: Filmore Y. Awas, MDC
ABSTRACT
This study characterized the listeners of the radio program, determined the
frequency of listening the radio program, identified the respondents' reasons for listening
to the radio program, determined the respondents' perception to the radio program as a tool
in promoting cultural awareness, determined the information acquired of the respondents
from listening to the radio program and determined the suggestions and comments of the
listeners about the program.
An interview schedule was used in gathering information from 20 respondents.
Data gathered were illustrated in tables and analysed using descriptive statistics such as
percentage, frequency counts and ranking. The data were also processed and presented in
a narrative form.
The respondents who were Kankana-ey farmers and listeners of ‘Gangsan di Tawid’
program were from different ages, both males and females, were either married or single
and had their formal education.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Respondents listened to the program because it is enjoyable, educational, and
informative where they can able to learn a lot, in terms of promoting the awareness of its
listeners, especially the younger generation, on customs and traditions of their ancestors.
The respondents claimed that they prefer Ilocano as a medium of communication
because they can relate with and easily understands the message well.
Majority of the respondents claimed good indigenous practices as the best
information they acquired from the program. Three respondents also acquired indigenous
food while one gained information on different indigenous languages of Igorots.
Also, the respondents indicated that they were in need of more cultural practices
which include cultural beliefs of Igorots, cultural clothing and accessories, folksongs and
folk story, more indigenous knowledge, and indigenous practices. Respondents said that
they want to improve their knowledge about the different culture in Benguet.
The study recommends that the station should maintain the purpose of the program
in promoting the awareness of its listeners, especially the younger generation, on customs
and traditions of their ancestors. In addition, the host might consider the suggestions of the
respondents that business matters- economy, prices of goods and commodities; good
agricultural practices; more Igorot culture- Benguet and Mt. Province; news update and
anything that were developmental were included in the discussion.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
INTRODUCTION
Rationale
Cordillera is known for its rich and diverse cultural heritage. It has been handed
down from one generation to another. Infact, many, if not some, of the practices remained
resilient in spite of the pressures from changing times.
Many concerned organizations in the region including the media practitioner,
journalists, educator, elders, and others strive to relay information about indigenous
practices of the Igorots to the younger generations to preserve the mother culture.
According to Benosa (2009), Mather mentioned that IP protection is a real challenge for
any print and broadcast organization because you need to protect the cultural integrity of
what you are reporting.
Today, many radio stations (like DZWT) have seen their role in educating the
youths of their cultural practices and values. With this, other stations use different formats
like jingle, developmental plug, drama and documentaries to educate and inform the people
about their culture. This function of the radio stations is what Maslog (1988) termed as
“educator of the outside classrooms”.
DZWT is considered as an educator station in Cordillera that promotes culture. The
station was put up in 1966 with a vision to provide a religious and educational program to
the Cordillerans through a unified strategy or community-based broadcasting. To achieve
this, the station created programs that would gather and broadcast significant and
interesting information relevant to the local people’s concerns and aspirations for human
development. One of the programs is the ‘Gangsan di Tawid’.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
‘Gangsan di Tawid’ is one of the cultural programs of DZWT started and anchored
by Aljhun Gigilo. The program was put up in 2006 with a purpose to enhance and share
the Igorot culture all over the world.
The two-hour program being aired at 12:00 to 2:00 pm every Sunday (now
11:30am-12:30 pm as of February 5, 2012) had varied topic. It tackles different cultural
practices of the Igorots being eradicated at present. ‘Gangsan di Tawid’ used varied format
like magazine, musical and documentary in order to get the attention of the listeners. Also,
it used such technique like textline portion, greetings and request songs from the listeners
for the effectiveness of the program.
According to Aljhun Gigilo, the program ‘Gangsan di Tawid’ is for discovery and
sharing of cultural practices among Igorots and also for the enhancement and richness of
knowledge among younger generation.
‘Gangsan di Tawid’ is classified as an educational program. It educates and informs
the listeners about the cultural practices and indigenous knowledge of the Igorots. The
program aims to promote the awareness of the listeners especially the younger generation
on customs and traditions of their ancestors.
Moreover, the program ‘Gangsan di Tawid’ captured the interest of the people
especially in Kibungan, Benguet wherein a lot of listeners participate in the discussion via
telephone and cellphone.
An educational program is one of the communication tools used to develop
awareness on issues affecting people’s lives. Like other radio programs, it has the ability
to inculcate values, educate, and at the same time to entertain.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Considering that radio is a cheap and fast medium of communication, its use in
promoting development should be maximized. It is therefore necessary that radio materials
be evaluated to check its effectiveness.
Statement of the Problem
The study determined the perception of the listeners to the radio program ‘Gangsan
di Tawid’ in promoting cultural awareness. It further answered the following questions:
1. Who are the listeners of the radio program?
2. How often do they listen to the radio program?
3. Why do they listen to the radio program?
4. How do the respondents perceive the radio program as a tool in promoting
cultural awareness?
5. What information are they acquiring from the radio program?
6. What are the suggestions and comments of the listeners towards ‘Gangsan di
Tawid’?
Objectives of the Study
Generally, this study determined the perception of the listeners to the radio program
‘Gangsan di Tawid’ in promoting cultural awareness.
Specifically, it answered the following:
1. characterized the listeners of the radio program;
2. determined the frequency of listening the radio program;
3. identified the respondents' reasons for listening to the radio program;
4. determined the respondents' perception to the radio program as a tool in
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
promoting cultural awareness;
5. determined the information acquired of the respondents from listening to the
radio program; and
6. determined the suggestions and comments of the listeners about the
program.
Importance of the Study
The result of the study provided insights to the production of ‘Gangsan di Tawid’
for the improvement of the radio program that will be relevant to the needs of people in the
community. It served as additional information to the listeners about their own cultural
practices.
Furthermore, this became a tool so that the practices of the Igorots will not be lost.
It is also be used by communication practitioners and researchers as reference.
Scope and Limitation
The study was conducted to see if ‘Gangsan di Tawid’ is effective in disseminating
information on cultural concerns by interviewing 20 respondents from Madaymen,
Kibungan, Benguet. The respondents were chosen purposively with listenership to the
program as the main criterion.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
REVIEW OF LITERATURE
Characteristics of Radio
The high potential coverage of radio also often masks the inhibiting effect on
transmission signals of mountainous terrain, weak transmitter, geographical location, and
other physical barriers. It is dismaying how often they crop up as problems in evaluations
of educational and pilot broadcasts beamed to the rural areas. Also, in terms of possible
reach, radio outstrips the extension worker. Because of its rural nature and the relative
cheapness of receiving sets, radio has been touted as the rural medium, and it has performed
in many ways (Quebral, 1988).
According to Barker and Gaut (2002), during the 1930s and 1940s, radio was the
television of today, with situation comedies, musicals, political addresses, and game shows.
The success of radio often has been attributed to its mobility. We can carry portable radios
in our pockets and bring them anywhere, from houses to fields. Radio is most reliable form
of communication during emergencies because it can use batteries instead of electricity is
an easily portable.
Jamias (1975) stated that radio continuously attracted considerable attention from
national development planners because of its potential in helping solve some of the
problems of developing countries. Not only does radio possess the intrinsic characteristics
of speed, extensiveness, portability, and flexibility that give it a comparative advantage
over the other mass media; it also performs with great efficiency the information,
educational and entertainment functions.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Characteristics of the Respondents
In a study, Community Broadcasting Staff (1979) pointed out that there is no single
homogenized station audience. Any station has different times throughout the broadcast
day. At one time, the audience maybe composed mainly of children; sometimes it may
consist of large audience may have had very little formal schooling. Some audiences are
made up mostly of farmers; other audiences are mostly high school students. In other
words, the radio audience is composed of audiences with different demographic
characteristics.
According to Anno (2003) almost all of the respondents in Mankayan, Benguet had
formal education with 46.67 percent reaching secondary level; 34.67 percent, college level;
and 17.33 percent, elementary level. There was only one (1.33 percent) who did not have
any formal education. Even though, this is not the reason for not listening to the radio
because some radio station broadcast in Ilocano, which is widely understood in the locality.
There are thirty two percent of the respondents derived their income from farming. Some
obtained their income from small scale-business or government employment.
Paulino (2003) reported that thirty-four (34%) percent of the respondents in
Kibungan, Benguet belonged to the age bracket of 31-40, and 30% between 21-30 years
old. Majority (52%) of the respondents were males. The finding indicates that there is a
slight difference between males and females.
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Frequency of Listening to the Radio Program
According to Safawil (2005), more than half of the respondents in Atok, Benguet
listened to ‘Salaknib ti Nakaparsuan’ once a week only. Considering that each story runs
for six days in a week, listening once a week implies that the listeners missed parts of the
whole message. Only 17 of the respondents (28.33) listened to the radio drama daily or
regularly. There was one who listened once a month only during the whole period under
the study.
Reasons for Listening
Merril (1978) as cited by Anno (2003) consider three motivational factors that lead
to the media; loneliness, curiosity and self-aggrandizement. These three factors and
numerous others that might be cited are covered under the various functions. For example,
the media's creation of a tie of union satisfies loneliness; the educational function deals
with curiosity and the reinforcement and educational functions on the self-aggrandizement
motive.
According to Paulino (2003) most respondents in Kibungan, Benguet (40%) listen
to radio because it provides current vegetable prices. This is important for them since most
of them are vegetable growers. Other reasons for listening are: gives farm information,
increases knowledge, informs on current issues, and provides entertainment and relaxation.
This was supported in the study of Catano (2010) where majority (77.78) said that the
program ‘BSU-on-the-air’ introduced new technologies in farming and more than one-half
said it helps them increase their farm productivity.
According to the study of Palayen (2007), majority (84%) of the respondents in
Baculongan Sur claimed that they listen to the program ‘Boses Ti Farmers’ because of the
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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clarity of signal in their place and 60 % of them listened to know current vegetable prices
announcement. Few (22%) of the respondents found that the program is entertaining
because the host was witty and humorous according to them.
Palayen (2007) on her study Perceptions of Baculongan Sur Vegetable farmers on
‘Boses ti Farmers’ program that majority (94%) of the respondents claimed that the topics
discussed were beneficial to them. Only two or 4% of them said that topics discussed are
not beneficial to them because those were not applicable to the kind of farming they have.
Examples were the discussion on expensive cost of proper packaging of crops to maintain
its quality and the time-consuming (according to them) organic farming. Still one listener
claimed that topic that tackles about the importation of vegetable was not beneficial
because it lessened farmers’ motivation to work and said that it was not their fault to be
competitive because they did their part while the government seems to have forgotten about
them.
According to Catano (2010) on her study on Attitude Towards and Perceptions on
BSU-on-The-Air of Kalanguya Farmers in Tinoc, Ifugao that majority said topics aired
were beneficial to them since the topics aired were informative (88.89%) and the rest said
topics aired can be practiced in the locality. Farmers said that some of the topics aired were
not applicable in their locality and in their farms like topics about strawberry, lowland/dry
land growing of rice and other topics. But they claimed they gained knowledge anyway.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Perception of the Respondents
to the Radio Program
McPhail (2009) pointed out that development communication, particularly radio,
was viewed as being central to improving the economic and social lot of the poor in the
Southern Hemisphere.
According to Community Broadcasting Staff (1979), educational radio station (like
DZLB) that offers programs relevant to its specific target audience, the difficulty of getting
people to listen to the program is minimized. The primary purpose of educational program
is to develop appreciation, improve behavior or shape conditions. Educational programs
are those that have clearly laid out objectives that either follow the entire process of
learning or attain one of the steps in the adoption process, namely, awareness, interest,
evaluation and decision, testing and adoption.
Catano (2010) on her study that majority said topics aired on BSU-on-the-air were
beneficial to them since the topics aired were informative (88.89%) and the rest said topics
aired can be practiced in the locality. Farmers said that some of the topics aired were not
applicable in their locality and in their farms like topics about strawberry, lowland/dry land
growing of rice and other topics. But they claimed they gained knowledge anyway.
This was supported on the study of Palayen (2007) that majority (94%) of her
respondents in Baculongan Sur claimed that the topics discussed on ‘Boses ti Farmers’
were beneficial to them. Only two or 4% of them said that topics discussed are not
beneficial to them because those were not applicable to the kind of farming they have.
Examples were the discussion on expensive cost of proper packaging of crops to maintain
its quality and the time-consuming (according to them) organic farming. Still one listener
claimed that topic that tackles about the importation of vegetable was not beneficial
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
because it lessened farmers’ motivation to work and said that it was not their fault to be
competitive because they did their part while the government seems to have forgotten about
them.
Information Needs
According to Apilado (1981), as cited by Balanggoy (2003), vegetable farmers in
La Trinidad had particularly choices; they desired the following subject matters to be
emphasized: vegetable production, animal production, population education, health and
nutrition marketing and cooperatives. Some were also interested in ecology, forestry and
environmental topics.
The environmental concerns were mining, sanitation, proper waste disposal and
management and flash floods as emphasized in the study of Safawil (2003). The stories
depicted real-life situations and the role of people in aggravating or improving the
situations.
According to the study of Palayen (2007) on Perceptions of Baculongan Sur
Vegetable farmers on ‘Boses ti Farmers’ program that majority (82%) of the respondents
claimed that they need further information in general agriculture to be discussed in the
program. This includes the proper treatment for a particular disease (biological control and
chemical control), cross cropping, and planting of seasonal crop. Few (40%) still claimed
that they need of topic to be tackled in swine production since some of the vegetable
growers are engaged in backyard piggery as a part of their source of income. Few (26%)
said that they need information on health and nutrition in connection with the proper
handling of pesticides in order to protect their selves, also some listeners need topics about
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
family planning. Some of the female listeners were interested on ornamental production
especially on cut flower production.
Comments and Suggestions
Catano (2010) on her study that the Attitude Towards and Perceptions on BSU-on-
The-Air of Kalanguya Farmers in Tinoc, Ifugao, most respondents requested that the
program be at least 30 minutes or 1 hour if possible to accommodate more topics and
questions. On her study, she has recommended that Benguet State University should
continue airing its airing of BSU-on-The-Air and look into the possibility of extending the
length of the program.
According to the study of Palayen (2007), majority (82%) of her respondents in
Baculongan Sur claimed that they need further information in general agriculture to be
discussed in the program ‘Boses Ti Farmers’. This includes the proper treatment for a
particular disease (biological control and chemical control), cross cropping, and planting
of seasonal crop. Few (40%) still claimed that they need of topic to be tackled in swine
production since some of the vegetable growers are engaged in backyard piggery as a part
of their source of income. Few (26%) said that they need information on health and
nutrition in connection with the proper handling of pesticides in order to protect their
selves, also some listeners need topics about family planning. Some of the female listeners
were interested on ornamental production especially on cut flower production.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
METHODOLOGY
Locale and Time of the Study
The study was conducted in Madaymen, Kibungan, Benguet (Fig. 1 and 2).
Kibungan is bounded on the north by the municipality of Bakun; on the east by the
municipality of Buguias; on the south by the municipalities of Atok and Kapangan; on the
west by the province of Ilocos Sur. Kibungan is a 4th class municipality in the province of
Benguet, Philippines. According to the latest census, it has a population of 15,700 people
in 2,949 households. There are seven barangays in the municipality namely: Badeo; Lubo;
Madaymen; Palina; Poblacion; Sagpat and Tacadang. About 97% of the inhabitants of
Kibungan are Kankana-eys, but other tribes like Ibalois, Bontocs, Pangasinan, Tagalogs
etc. are now found in the municipality.
The people of Kibungan still celebrate the “cañao” or the butchering of animals for
the tribal feastings with songs and dances. This was practiced long before and even after
the American Regime started formal education in the country.
The municipality is chosen as the study area because Kibungan can be reached by
the radio wavelength of DZWT and a lot of Kibungan listeners participate from the
discussion. Barangay Madaymen is the selected locale of the study.
The study was conducted from November 2011 to January 2012.
Respondents of the Study
The study had 20 respondents from Madaymen, Kibungan, Benguet. Respondents
were chosen through purposive sampling.
The criteria in choosing the respondents were: residence of Kibungan, Benguet
a nd listeners of the radio program ‘Gangsan di Tawid’.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Figure 1. Map of Benguet showing the location of Kibungan
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Figure 2. Map of Kibungan, Benguet showing the specific location of the study
Subject of the Study
‘Gangsan di Tawid’ is one of the cultural programs of DZWT. The program started
in 2006 with a purpose to enhance and share the Igorot culture all over the world.
The two-hour program being aired at 11:30am-12:30 pm every Sunday had varied
topic. It tackles different cultural practices of the Igorots being eradicated at present.
‘Gangsan di Tawid’ used varied format like magazine, musical and documentary in order
to get the attention of the listeners. Also, it used such technique like textline portion,
greetings and request songs from the listeners for the effectiveness of the program.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Aljhun Gigilo was the facilitative anchor of the program ‘Gangsan di Tawid’
wherein he is the one who operates the program. He was the one who read the idea of the
listeners to the topics being discussed.
Data Collection
An interview schedule was used in data gathering. The researcher personally
conducted interviews and the questions were translated to Kankana-ey in order to facilitate
understanding between the researcher and the respondents.
Data Gathered
The data gathered were the benefits of the radio program, characteristics of the
respondents, frequency of listening to ‘Gangsan di Tawid’, reasons for listening to the radio
program, perception to the radio program, acquired information from ‘Gangsan di Tawid’,
and the listeners comments and suggestions.
Data Analysis
The data gathered from the respondents were tabulated, illustrated in tables and
using descriptive statistics such as percentage, frequency counts and ranking. The data
were also processed and presented in a narrative form.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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RESULTS AND DISCUSSION
This portion presents the quantitative and qualitative analysis of data gathered from
the 20 respondents of Madaymen, Kibungan, Benguet. The responses included the socio-
demographic profile of the respondents, frequency of listening, reasons for listening the
program, perceptions of the respondents to the program, information acquired, suggestions
of the respondents and information needs of the respondents.
Socio-demographic Profile of the Respondents
The study had 20 respondents who were purposively chosen.
Table 1 presents the socio-demographic characteristics of the respondents
according to age, sex, civil status, educational attainment, social characteristics, and
sources of livelihood.
Age. Among the 20 respondents, five (25%) belonged to the age bracket 10-20, 11
(55%) belonged to the age bracket 21-30, two (10%) belonged to the age bracket 31-40
while two (10%) fell within the age bracket 41-50. Twelve years old was the youngest and
50 years old was the oldest.
Civil status and sex. In terms of sex, 70% of the respondents were male while 30%
were female. As to civil status, majority (60%) of the respondents was single and (40%)
were married. The results show that there is a slight difference in the number of female and
male in the study.
Educational attainment. Results show that 40% among the respondents reached
high school level, 30% have been to College level, 25% went to elementary level while
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Table 1. Profile of the respondents
CHARACTERISTICS
NO. OF RESPONDENTS
PERCENTAGE
n=20
(%)
Age
20 and below
5
25
21-30
11
55
31-40
2
10
41-50
2
10
TOTAL
20
100
Sex
Male
14
70
Female
6
30
TOTAL
20
100
Civil Status
Single
12
60
Married
8
40
TOTAL
20
100
Educational Attainment
No Formal Education
1
5
Elementary Level
5
25
Secondary Level
8
40
College Level
6
30
TOTAL
20
100
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Table 1. Continued…
Social Characteristics
Ilocano
1
5
Kankana-ey
19
95
TOTAL
20
100
Sources of Farming
Farming
9
45
Students
6
30
Laborers
5
25
TOTAL
20
100
5% said to have non formal education. Generally, almost all of the respondents have
reached a certain educational level. The findings show that majority of the respondents had
formal education while some of them had low educational attainment but literate enough
to understand the radio program.
Social characteristics. Finding shows that 19 among the 20 respondents were
Kankana-ey with only one Ilocano. The result implies that most of the respondents were
Kankana-ey.
Sources of livelihood. Majority (45%) of the respondents were farmers and 25
percent were paid laborers. On the other hand, there were 30 % respondents who were
students during the time of the study.
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Over all, the findings imply that the “Gangsan di Tawid” program was listened to
by both males and females who belong to different age brackets, either single or married,
who had different educational attainment, and were engaged in farming activities.
Frequency of Listening
Frequency. In terms of frequency of listening, eight out of 20 respondents claimed
that they listened to the program twice a month; seven said that they listened every Sunday
and five said once a month.
Jayson Sacpa, one respondent from sitio Kagam-is, claimed that he listened to the
program twice a month. He said that he was busy, especially when somebody invites him
to make a labor in that day wherein he cannot listen well to the program. Despite that, he
said that he was trying to catch up with the discussions he missed.
The same was the case for by Drilon Besli, a respondent from sitio Balangsayan.
According to him, he listened to the program twice a month because of the kind of work
he has. However, he said that the program was very wonderful where he learn a lot of his
own culture.
Radio ownership. In terms of the respondents’ means in listening to the program,
13 respondents claimed that they listened to their own radio while five said that they
listened to their neighbor’s radio. Only two said that they listened to their friend’s radio.
Sacpa claimed that he listened ‘Gangsan di Tawid’ program with his own radio and
sometimes with his friend’s radio, especially when they invite him to make a labor for
them. However, he frankly said that he preferred listening to his own radio for clear
understanding.
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Respondent’s preferred medium of communication. Majority (16) of the
respondents preferred Iloco as the language they want to listen to while four preferred
Kankana-ey.
Chensing Ceriaco, a respondent from sitio Kagam-is, Madaymen prefer Ilocano as
medium of communication wherein she is able to relate with and easily understand the
discussion. She added that there were a lot of listeners who listened to the program
‘Gangsan di Tawid’ because they can understand the language.
Sacpa added that Ilocano is easily understood by the listeners especially those who
do not attend formal education. He said that Ilocano language is mostly used by people in
the area for better communication and better understanding.
This result was supported by the study of Paulino (2003) where 76% respondents
in Palina, Kibungan, Benguet prefer Ilocano as the language in broadcasting for them to
easily understand the message being conveyed.
The findings that majority of the respondents listened to the program twice a month
with their own radio and preferred Ilocano as the medium of communication.
Reasons for Listening
Enjoyable. Half (10) of the respondents claimed that the program was enjoyable;
thus, they are interested to listen. Also, aside from enjoyable, the topics were also
interesting and hosts were enjoyable to listen to. Five respondents said that the program
gives additional knowledge about cultural practices and another five said that the topics
were amazing because wherein the listeners were able to laugh and smiled because of the
new knowledge they learned sent through used of text messaging.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Victor Lubida, a respondent from sitio Kagam-is, Madaymen said that the program
was enjoyable making him feel relaxed and at ease. He added that some of the topics being
discussed were used of local dialects that are enjoyable to listen to.
Results show that respondents had various reasons for claiming that ‘Gangsan di
Tawid’ program was enjoyable.
A finding of Palayen (2007) supports the results of this study in her study about
perceptions of Baculongan Sur Vegetable Farmers on ‘Boses Ti Farmers’. Her study
showed that 22% of the respondents in Baculongan Sur found the program entertaining and
enjoyable because the host was witty and humorous.
Educational and informative. Respondents claimed during the interview that the
topics were educational and informative. Eight of the respondents said they gained
knowledge for listening to the program, while five said they learned some indigenous
practices they were not aware of. Same number said that they were informed well while
the other two said the program provided answers to their questions about a certain culture
that they do not understand.
Karen Altaki, one of the respondents from sitio Balangsayan, said that as a youth
today, it is very important to listen to the program ‘Gangsan di Tawid’ in order to learn
more about the culture of our great ancestors especially that the advent of technology or
modernization affect the behavior and values of the new generation today. “I admit that I
am also affected by the advent of technology but my parents and the program of DZWT
helped me to build up and expand my knowledge and learn more new culture of our great
grandparents,” she added.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Also, Lubida claimed that the program ‘Gangsan di Tawid’ were educational and
informative. “Mayat eman, ad-ado di maad-adal ko no mandenge-dengge ak sen programa
ay ‘Gangsan di Tawid’ ya mataptapean den amok ay am-amag ya pamati den nanakay ya
nanabakes ed nabaon”. (The program is good. I learn a lot whenever I listen to the program
‘Gangsan di Tawid’ and my knowledge on culture like the belief of our ancestors is being
added).
According to the study of Safawil (2005), the reasons of respondents for listening
to Salaknib ti Nakaparsuan were the program is informative, entertaining, and realistic;
thus, relates to the result of this study.
Respondents claimed that they were educated to the topics because most of the
cultural practices were applicable to their life. All of the respondents also claimed they
were applying the practices in their daily life and their reasons for applying the practices
were: it was what they grew up; it improved their quality of life; is a way for their cultural
practices not to die; and it was being practiced by their family.
Results indicate that respondents had many reasons for applying cultural practices
they heard from ‘Gangsan di Tawid’ in their daily life.
This corroborates the study on Indigenous Knowledge for Development a
Framework for Action of World Bank (1998) stating that adapting practices to the local
setting can help improve the impact and sustainability of development assistance. The
study of World Bank furthered stressed that sharing indigenous knowledge within and
across communities can help enhance cross-cultural understanding and promote the
cultural dimension of development.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Results imply that the program was therefore educational and informative where
the listeners were able to learn a lot in terms of promoting the awareness of its listeners,
especially the younger generation, on customs and traditions of their ancestors.
Support to the program. All of the respondents were willing to support ‘Gangsan
di Tawid’ program. Eight of the respondents said they will participate in the discussion
through texting, while seven said another way of showing their support is through
continues listening to the program.
Meanwhile, three of them said that they will recommend the program to others while the
two respondents said they will practice the knowledge and ideas they learned from the
program.
Altaki said that one way of showing her support to the program is through texting
wherein she is participating from the topics being discussed. She added that she was sharing
and expressing her idea on what was being discussed by the host. And also, she said that
while participating with the discussion, she learned new ideas and concept about Igorot
culture.
One way of supporting ‘Gangsan di Tawid’ program is through recommending to
others. Among the 20 respondents, there were three who recommended the program to
others.
As to their reasons for recommending ‘Gangsan di Tawid’, the six respondents who
noted they had recommended the program to others said the program is very educational,
helpful to younger generation, and it is important in improving the quality of life.
Olivia Fernandez, one of the respondents of sitio Kagam-is, said that
recommending the program ‘Gangsan di Tawid’ to her neighbors and friends was very
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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much important in order for them also to learn their origin as well as their culture and
traditions. “I know that in listening to this program the listeners will be able to learn and
understand their own origin,” she added.
Results of this study corroborate to the result of the study Attitude Towards and
Perceptions on BSU-on-the-Air of Kalanguya Farmers in Tinoc, Ifugao by Catano (2010)
on the ways on how the farmers in Tinoc, Ifugao would support the program.
Great majority of her respondents said they would support the program by continuously
listening to the program, and by practicing the knowledge and skills learned. Some of her
respondents said they will also recommend it to others.
Perceptions of the Respondents
about the Topics being Aired
As to the perception of respondents towards the topics being aired, all of them said
the topics were beneficial to them since the topics aired were informative and educational.
This was attested by 18 of the respondents. As emphasized in the previous result, through
the topics being tackled, the respondents claimed that they gained knowledge for listening,
they learned some indigenous practices they were not aware of and the program provided
answers to their questions that they do not understand. The remaining two said the topics
were able to help the future generation to know and learn their own culture and tradition.
Respondents said that some of the topics help the future generation to know and
learn their own culture and traditions because nowadays, as explained by one respondent,
some of the cultural practices are being lost.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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As stated in a report from Forestry Development Center (1997), people uprooted
from their original environment and from their knowledge systems and practices are people
who have lost their identity.
According to the finding of Agence India Press (2011) on ‘Rich’ cultural heritage,
fading moral values and ‘Incredible India’, nowadays Indian culture is facing a serious
threat as western culture is fast spreading in India and the essence of Indian culture is
slowly fading away.
The impact of western culture eating the very vitals of the rich cultural heritage in metro
cities and is now slowly spreading to other parts of nation. It is sad to know that today’s
generation is bending more towards the west and moving away from its own cultural
values. Today’s youth get confused with modernization and westernization.
Also, respondents claimed that the program was important to them. As for their
reason in saying so, almost one-half of them said that it informed them and they were able
to gain more knowledge on the different cultural practices. Other respondents (10) agreed
that the program help to spread the indigenous knowledge especially to younger generation
and that they were able to appreciate their own culture.
This finding supported the purpose of the program, which is to enhance and share
the Igorot culture all over the world. From the result, it can be said that the objective of the
program was achieved.
All the respondents also said that the program was helpful to them. Based on their
answers, 15 said that the program introduced different cultural practices of Igorots life. The
remaining five said it helped to appreciate their own culture and increase awareness of the
listeners on indigenous knowledge.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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Results imply that the topics being aired by the program increased awareness of the
respondents on ‘Gangsan di Tawid’ and helped introduce different cultural practices of
Igorots.
The respondents perceived several effects of ‘Gangsan di Tawid’ program in their
community. Majority (nine) said that the program helped them to understand well their
own culture; five said that community people were informed different cultural practices;
three said that the program helped them to appreciate and improved their knowledge about
their own culture.
Results imply that ‘Gangsan di Tawid’ program disseminates good cultural
information which helps the listeners understand well their own culture.
Time of airing. Majority (17) of the respondents said that the time of airing of
‘Gangsan di Tawid’ which is 11:30-12:30pm (before 12:00-2:00 pm) is appropriate while
three claimed the time to be too early. Respondents who claimed the time was too early
reasoned that they are still in church.
Sacpa claimed that the time is appropriate for the listeners to listen with. “Usto lang
den oras tan penangan ya penag enana et duwan da pay didan mandengdengge sen
programa ya den magapu pay dedan ed simbaan ase da pay en sumamsambot ay
mandengge” (The time is appropriate since it is lunch time where farmers usually listen.
Even those who went to church can listen to the program).
Length of program. In terms of the perceptions of respondents on the length of
program which is one hour and thirty minutes, 15 respondents claimed the length of the
program was appropriate and five said it was too short. Majority of the respondents
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
answered that one hour and thirty minutes is appropriate for the program since according
to them, almost all the topics were enjoyable and interesting.
This corroborates to the study of Palayen (2007) on Perceptions of Baculongan Sur
Vegetable Farmers on ‘Boses Ti Farmers’ program that some listeners said that length of
the program is too short when they find the topic interesting being discussed by the host.
Program host. In terms of the respondents’ perceptions on the program host (Mr.
Aljhun Gigilo), all of them agreed that the host was appropriate since he was able to deliver
the message clearly and appropriately.
This implies that the performance of the host affects the program rating in general.
This corroborates the study of Palayen (2007) that listeners in Buguias tend to listen to
radio program since the hosts is good in delivering his topic in a witty and humorous way.
Also, Palayen added the host used local dialects making the program appreciated more.
The study of Catano (2010) also noted that the host’s delivery of message and
knowledge in adds to the credibility of the program as perceived by her respondents.
Findings imply that the topics being aired to ‘Gangsan di Tawid’ program were
beneficial, important to the society, helpful, and appropriate.
Information Acquired
Majority of the respondents (16) claimed knowledge on good indigenous practices
as the best information they acquired from the program. Three respondents also acquired
indigenous food while one respondent gained information on different indigenous
languages of Igorots.
Ceriaco claimed that she acquired good indigenous practices from the program.
“My knowledge on cañao practices was being added by the information being discussed
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
on the program. Cañao was the well-known practices of the Igorots however; the younger
generation like me did not know yet the concept of Cañao so I am very thankful that
‘Gangsan di Tawid’ was produced for the learning of the younger generation,” she said.
This was supported by Sacpa adding that he learned some indigenous foods not
only indigenous practices. He admitted that the food that he only sees was not audible to
eat according to him but when he listened to the program ‘Gangsan di Tawid’, he learned
that it was the food of our ancestors long time ago. Examples of indigenous foods discussed
in the program were: “ay-ayosep” (blueberry), “lokto” (sweet potato), and “pinit” (wild
strawberry). These were all presents in the forest.
Fernandez also said that she was able to learn indigenous languages of Igorots like
Ibaloy because she was Kankana-ey eager to learn Ibaloi. She said that little by little, she
learned Ibaloi word through listening to the program. However, she admitted that speaking
Ibaloi was not easy. “Learning the different languages/dialects of Igorot was not easy to do
so because of different environment I grew with having different language so I had difficult
at first,” she added.
The findings suggest that ‘Gangsan di Tawid’ program is truly needed in this
contemporary era in disseminating cultural information.
Suggestions of the Respondents to the Program
Since majority of the respondents favored the topics aired, including the
appropriateness of the time and the anchorman, only few gave specific suggestions for its
improvement.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Instead, some respondents expressed their heartfelt thanks to the program it was
able to serve as a reminder for them not to forget their culture. Their appreciations to the
program were noted in the previous results of this study.
All of the respondents suggest that the program should continue to be aired.
For the suggestions to the topics being aired, respondents requested that the
program should include business matters like the present economy, prices of goods and
commodities; good agricultural practices; more Igorot culture-Benguet and Mt. Province;
news update and local stories or stories of the community.
Information Needs of Respondents
Majority of the respondents indicated that they were in need of more cultural
practices which include cultural beliefs of Igorots, cultural clothing and accessories,
folksongs and folk story, more indigenous knowledge, and indigenous practices.
Respondents said that they want to improve their knowledge about the different culture in
Benguet.
One respondent (Lubida) emphasized that he needs more information about the
practices of the Cordillerans which he could still adopt and apply in the future. He said that
learning the cultural belief is not bad instead they could help the people to avoid any
untoward events to happen. “Some cultural beliefs help me improve my agricultural crops;
however, I also have to do my part so that my crops would be better. There’s no harm in
practicing these traditional practices,” he added. Also, he said that cultural belief of the
Igorot was very much strong in the society like the belief in “tenmengaw”, one of the spirits
that could not be seen, protecting their crops.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
The respondents’ responses show their interest in learning more about culture.
Claver (1992) as cited by Maguen (2005) stated that various traditions define what is good,
and people seek and aspire for the ideals they pursue making it important to learn and
understand.
Their interest to learn their own culture, as stated in the study of Forestry Development
Center (1997) means that the indigenous people themselves are the key participants in any
application of indigenous knowledge, whether they are at the giving or receiving end.
It can be noted here that the respondents are willing to learn more about culture as
indicated in their needs and as shown in other results of the study.
According to the study of Forestry Development Center (1997) on the Application
of Indigenous Knowledge systems in sustainable upland development, the indigenized
knowledge has to be worked out by the people themselves through a long period of time to
become culturally appropriate and acceptable elements of the local culture.
The findings imply the increasing interest of the community, especially the youth,
to learn their culture which is also evident in different literature and researches.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted at Madaymen, Kibungan, Benguet to characterized the
listeners of the radio program, determined the frequency of listening the radio program,
identified the respondents' reasons for listening to the radio program, determined the
respondents' perception to the radio program as a tool in promoting cultural awareness,
determined the information acquired of the respondents from listening to the radio program
and determined the suggestions and comments of the listeners about the program.
Interview schedule was used to gather the needed information from the 20
respondents who listen to the ‘Gangsan di Tawid’ program. Purposive sampling was used
in choosing the respondents.
Majority of the listeners’ belonged to the age bracket of 21-30 and most of them
are males who are singles. The respondents had their formal education and most of them
were farmers. Kankana-ey was the leading tribal affiliation of the respondents.
Majority of the respondents listened to the program twice a month and listened with
their own radio. The respondents claimed that they prefer Iloco as a medium of
communication because they can relate with and easily understands the message well.
Findings showed that listeners listened to the program because it is enjoyable,
educational, and informative where they can able to learn a lot, in terms of promoting the
awareness of its listeners, especially the younger generation, on customs and traditions of
their ancestors.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
Most of the respondents said that the topics being tackled are beneficial to them
since the topics aired were informative and educational (18) and the rest said topics were
able to help the future generation to know and learn their own culture and tradition.
Most of the listeners said that the time of airing, length of the program, and the
program host was appropriate.
Majority of the respondents claimed good indigenous practices as the best
information they acquired from the program. Three respondents also acquired indigenous
food while one gained information on different indigenous languages of Igorots.
The respondents requested that the program include business matters- economy,
prices of goods and commodities; good agricultural practices; more Igorot culture-Benguet
and Mt. Province; news update and anything that were developmental were included in the
discussion.
Majority of the respondents indicated that they were in need of more cultural
practices which include cultural beliefs of Igorots, cultural clothing and accessories,
folksongs and folk story, more indigenous knowledge, and indigenous practices.
Respondents said that they want to improve their knowledge about the different culture in
Benguet.
Conclusions
Based on the findings of the study, the following conclusions are derived;
1. Respondent’s socio-demographic profiles vary from one aspect to another.
2. There are still community members who do not have their personal radio especially
in remote areas of Madaymen, Kibungan, Benguet.
3. ‘Gangsan di Tawid’ is appreciated by the listeners because of the nature of its
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
segment which is focus on culture.
4. Ilocano is still the language mostly preferred by many radio listeners in the
municipality.
5. There is an increasing interest of the community in learning their culture.
Recommendations
Based on the conclusions, the following recommendations were formulated.
1.
Since the result shows that respondents prefer Ilocano as medium of
communication, the station must continually use Ilocano for discussion.
2.
The station should maintain the purpose of the program in promoting the
awareness of its listeners, especially the younger generation, on customs and traditions of
their ancestors.
3.
Since the respondents claimed that the program is beneficial, proponents
might continually air their program in terms of airing time and length of the program.
4.
The program must continually air good indigenous practices and
information on different indigenous languages of Igorots.
5.
The host might consider the suggestions of the respondents that business
matters- economy, prices of goods and commodities; good agricultural practices; more
Igorot culture-Benguet and Mt. Province; news update and anything that were
developmental were included in the discussion.
6.
The program continually discuss more practices which include cultural
beliefs of Igorots, cultural clothing and accessories, folksongs and folk story, more
indigenous knowledge, and indigenous practices.
Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
Radio Program | JERALYN T. JUAN. April 2012
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Perceptions of Barangay Madaymen, Kibungan, Benguet Listeners on ‘Gangsan Di Tawid’
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