BIBLIOGRAPHY BUGTONG, HEMBER C. APRIL...
BIBLIOGRAPHY
BUGTONG, HEMBER C. APRIL 2007. Mass Media Habits of Benguet State
University Students, First Semester 2006-2007. Benguet State University, La Trinidad,
Benguet.
Adviser: Maria Luz D. Fang-asan, PhD
ABSTRACT
This study was conducted to determine the characteristics of the respondents, to
identify the mass media used by the BSU students, to determine their reasons for using a
particular type of mass media, to determine the information they acquired from mass
media, to determine the frequency and duration of exposure to mass media and to
determine the information needs of BSU students. An interview schedule was used to
gather data from 214 respondents chosen using quota sampling. Most of the respondents
were single and belonged to the age range of 19 years old and below.
The most commonly used medium was the radio but the respondents used various other
mass media to be informed, to be entertained and to complete school requirements. From
the different mass media, the students acquired information on politics, showbiz,
economy, religion, job opportunities, and agriculture. Majority of the respondents
listened to the radio daily for around two to three hours. Less than half watched TV
everyday and/or read newspapers.
It is concluded that most of the students of BSU are within the age group of
regular college students; that students are multi-media users; that they have different
reasons for using mass media and that they get varied information from mass media not
only for academic requirements but also for general information. Mass media are a part
of the students’ daily lives.
It is recommended that teachers should design alternative learning activities to
encourage students to read more or to use mass media. Mass media producers should
continue airing, publishing, and posting more educational topics especially on
agriculture. BSU may use radio as a medium in disseminating information from the
school to BSU students or BSU employees. It is further recommended that a study on the
mass media habits of Benguet State University teachers should also be conducted.
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TABLE OF CONTENTS
Page
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Scope and Limitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
REVIEW OF LITERATURE
Mass Media Habits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Information Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Information Derived from Mass Media . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Information Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Reasons for Using Mass Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Definition of terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
METHODOLOGY
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
iii
RESULTS AND DISCUSSION
Socio- Demographic Profile of the Respondents . . . . . . . . . . . . . . . . . .
11
Living Arrangement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Types of Mass Media Used . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Types of Mass Media Used According to Degree Program . . . . . . . . . .
13
Types of Mass Media Used According to Curriculum Year . . . . . . . . .
20
Types of Mass Media Used According to Sex . . . . . . . . . . . . . . . . . . . .
20
Types of Mass Media Used According to Age . . . . . . . . . . . . . . . . . . .
23
Types of Mass Media Used According to Living Arrangement . . . . . .
23
Reasons for Using Broadcast and Print Media . . . . . . . . . . . . . . . . . . . .
24
Reasons for Using Educational Media . . . . . . . . . . . . . . . . . . . . . . . . . .
27
Kinds of Information Acquired from Broadcast Media . . . . . . . . . . . . .
27
Kinds of Information Acquired from Print Media . . . . . . . . . . . . . . . . .
28
Kinds of Information Acquired from Educational Media . . . . . . . . . . .
30
Frequency of Using Broadcast Media . . . . . . . . . . . . . . . . . . . . . . . . . .
31
Frequency of Using Print Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
31
Frequency of Using Educational Media . . . . . . . . . . . . . . . . . . . . . . . .
32
Duration of Exposure to Broadcast Media . . . . . . . . . . . . . . . . . . . . . .
32
Duration of E0xposure to Print Media . . . . . . . . . . . . . . . . . . . . . . . . .
34
Duration of Exposure to Educational Media . . . . . . . . . . . . . . . . . . . . .
34
Information Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
.35
iv
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
37
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
39
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
40
APPENDIX: Interview Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
42
v
1
INTRODUCTION
Rationale
Have students become more mass media-oriented in the wake of technological
advances which have tremendously increased access to information? One of the most
striking developments in today's generation is the advancement of mass communication
technologies like the internet, the World Wide Web, and instant global audio and visual
communication.
Wikipedia (2006) defines mass media as “ a term used to denote, as a class, that
section of the media specifically conceived and designed to reach a very large audience”.
It was coined in the 1920s with the advent of nationwide radio networks and of mass
circulation newspapers and magazines.
Hovland (1972) averred that mass media are so powerful in encouraging public
participation, strengthening cultural and linguistic diversity, enhancing skills and giving
voice to the poor and other marginalized groups.
Mass media contributed to the Protestant Reformation, the decline of Catholic
Power in Europe, and the changing mode of interaction among American family
members (Veronis, 2001). In the Philippines, Cardinal Sin's plea for help aired over the
radio eventually led to the toppling down of President Marcos during the EDSA
Revolution in 1986. The mass circulation of text messages also gathered a multitude of
disappointed Filipinos a few minutes after the Senate's decision not to open the
controversial envelope during the impeachment proceedings against President Joseph E.
Estrada in 2000. This was the start of protest actions which culminated in the installation
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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of Gloria Macapagal Arroyo as President of the Philippines.
The effects of mass media on behavior have also been the subject of several
studies in the past. Bandura (1960) let nursery school children watch films in which an
adult encountered Bobo, a three-foot tall pop-up clown. One group of preschoolers saw a
version in which the adult beat up Bobo and was then rewarded for being a “strong
champion”. Others saw a version in which the adult assailant was scolded for being a
bully and was spanked with a rolled up magazine. After watching the film, the children
themselves then had a chance to “play” with Bobo. The children who saw the adult
model's aggression being rewarded treated the Bobo doll more violently than those who
saw the model punished.
Mass media offer many benefits. For students, they are used as course references
and as entertainment. Others even use them for enterprising activities like blogging. With
possible influences of mass media, their availability and accessibility play a crucial role
in people's lives.
In La Trinidad Valley, people can have access to at least 12 radio stations, 40
channels on cable television, five daily broadsheets, eight daily tabloids and four local
weekly newspapers. Among those who have access to the aforementioned mass media
are students of Benguet State University (BSU), an institution of higher education in the
Cordillera Administrative Region.
For School Year 2006-2007, BSU had an enrollment of 6,311 distributed among
eight colleges, with the College of Teacher Education (1,961) and College of Agriculture
(1,635) having the most number of enrollees. The university uses both print and
broadcast media to disseminate information to its students and other clients. A study on
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
3
the mass media habits of students in BSU can give insights on how to maximize the use
of varied communication channels for the attainment of university objectives.
Statement of the Problem
The mass media habits of Benguet State University (BSU) students still have to be
determined, thus, this study sought to answer the following questions:
1. What are the socio-demographic characteristics of the respondents?
2. What mass media do BSU students use?
3. What are the reasons for using the mass media?
4. What information do they acquire from mass media?
5. How frequent and how long is their exposure to mass media?
6. What are the information needs of BSU students?
Objectives of the Study
In general, the study aimed to determine the mass media habits of Benguet State
University students. The specific objectives were:
1. To determine the socio-demographic characteristics of the respondents;
2. To identify the mass media used by BSU students;
3. To determine their reasons for using a particular type of mass media;
4. To determine the information they acquire from mass media;
5. To determine the frequency and duration of exposure to mass media; and
6. To determine the information needs of BSU students.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Importance of the Study
Results of the study may be used by Benguet State University for strategic
communication planning for its student, determining and designing alternative learning
activities; and defining problems to be studied by other communication researchers.
Scope and Limitation
The study looked into mass media habits of BSU students from the College of
Agriculture and College of Teacher Education during the first semester of SY 2006-2007.
Mass media that were considered were print, broadcast and internet.
The study did not look into very specific radio or television programs patronized
or specific sites accessed on the internet.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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REVIEW OF LITERATURE
Mass Media Habits
On a typical Sunday night, 37 million people in the United States will tune in to a
prime-time television show. Television sets are in 98% of all homes and VCR's in over
80%. The television sets on for more than 7 and half hours a day in a typical US
household. Two thirds of all US adults will read newspapers each day; two-thirds will
listen to eh radio for some part of everyday. Americans spent $6.1 billion on video games
in 1999, and the typical US household today spends more on media than either clothes or
health care. In the first six months of 1999, nearly 3 billion MP3 audio files were
downloaded from the Internet or 17 million everyday. The average person spends 3,523
hours a year-60% of his or her waking hours---consuming mass media content (Baran,
2003).
Information Needs
According to Maslog (1986), as cited by Abag (2005), rural men, women and
children vary in information needs in accordance with their occupation, residence, sex,
roles, interest, and problems. The possible permutations of needed information for any
one family are endless. This statement was supported by Abag's (2005) findings that
agriculture-related information was the most needed among he farmer-respondents while
information on politics and showbiz were the least needed.
The concern for information needs is reiterated by Braid (1983) who stated that
communication and information programs should not be merely concerned with the
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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diffusion and transfer of information and technology. It must likewise promote the
protection and conservation of natural resources and the promotion of research and
development in order to reduce dependency on imported technology. Furthermore,
Dawiguey (2004) found out that five barangays in Bontoc Mt. Province need information
on health and nutrition such as family planning
Information Derived from Mass Media
According to Siado (1982), radio programs have provided not only the students
but also the community, a vital medium for information and self-development ranging
from profitable framing techniques and wise utilization of agricultural and financial
resources to nutrition and health guidance topics. An hourly public service programs are
also aired daily for the benefit of the community where important topics like family
planning, community involvement, peace and order, the direction of the government's
developmental thrusts, the problems facing the nation as well as the on-going
achievements of the government are being discussed with the help of he barangay
leaders.
Information Sources
Radio is the top source of information in Barangay Tawangan and Lusod in
Kabayan Benguet (Abag, 2005).
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Reasons for Using Mass Media
According to Pongdad (2006), her respondents access the net when there are
assignments or research work to complete school requirements. Anno (2003) found out in
her study that broadcast, print and educational media were used by her respondents in
Mankayan to be informed and to be entertained.
Greenberg ( Vol. V 1978), lists seven reasons for watching televisions that would
also pertain to other forms of mass communication such as radio: for past time, for
enjoyment, for companionship , for arousal, for learning, for relaxation, and as a source
of refuge.
Definition of Terms
Mass media habit refers to the conscious and regular use of broadcast, print and
educational media
Broadcast
media refers to audio and visual communication media which include
radio and television.
Print
media refers to reading materials in acquiring information which include
newspapers and magazines.
Educational
media refers to the material that the respondents used for their school
requirements or related to the academic subjects such as books and internet.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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METHODOLOGY
Locale and Time of the Study
The study was conducted at Benguet State University, La Trinidad Benguet from
September to October 2006.
Benguet State University is located at the heart of La Trinidad, the capital of
Benguet Province (Fig.1). It is five to six kilometers away from Baguio City, the Summer
Capital of the Philippines.
BSU has eight colleges offering 16 degree, five post baccalaureate and four pre
baccalaureate non-degree programs. There were 4,985 registered students during the
study period.
Respondents of the Study
The respondents of the study were 220 BSU students that were chosen using
quota sampling. Five males and five females were taken from every year level of each
course at the College of Agriculture (CA) and College of Teacher Education (CTE)
which are the highest in terms of student population and faculty.
Table 1 presents the distribution of respondents according to degree program and
curricular year. It shows there were only twenty (20) Agricultural Education respondents
because the program is being phased out so there are no more 1st and 2nd year students.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Figure 1. Map of La Trinidad showing the locale of the study
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Table 1. Distribution of respondents according to degree program and year
DEGREE
CURRICULAR YEAR
PROGRAM
FIRST SECOND THIRD FOURTH
TOTAL
(N=214)
Number Number Number Number
BSA 10
10 10 10
40
BSAB
10
10
10
9
39
BSDC
10
9
8
8
35
BSAE ___ ___ 10 10
20
BEE 10
10
10 10
40
BSE 10
10
10 10
40
TOTAL 50 49 58
57 214
Data Collection
An interview schedule was used as the primary tool for obtaining data. The
researcher interviewed all the respondents with the help of a research assistant.
The researcher crosschecked the validity of mass media information by
determining which were actually accessible in the locality.
Data Analysis
The data gathered from the respondents were tabulated, consolidated, categorized,
and interpreted according to the objectives of the study. Frequencies and percentages
were used. Cross tabulations were subjected to the chi- square test.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents
Table 2 shows the respondents' socio-demographic profile in terms of sex, age and
civil status. Slightly more than half of the respondents were female and almost all
(97.66%) were single. Majority (68.22%) belonged to the age range of 19 years old and
below. The youngest was 15 years old and the oldest was 23.
Table 2. Socio-demographic profile of the respondents
CHARACTERISTICS NUMBER
OF PERCENTAGE
RESPONDENTS
Sex
Male 104
48.6
Female 110
51.4
TOTAL 214
100
Age
19 and below
146
68.22
20 and above
68
31.78
TOTAL 214
100
Civil Status
Single 209
97.66
Married
34
TOTAL 214
100
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Living Arrangement
Table 3 presents the living arrangement of the respondents which refers to the
type of housing they were residing in. This also indicated with whom the respondents
shared their residence.
Out of 214 respondents, 85 or 39.72% stayed with their family in their own house
in Baguio City, La Trinidad, or in Tublay. BSU is in the heart of La Trinidad which is
traversed by several jeepneys, taxis and buses daily, hence it is fairly accessible from any
point in the locality. On the other hand, both Baguio City and Tublay are approximately
six kilometers from BSU and are easily accessible through public transportation. Many of
the respondents (75 or 35.05%) live in boarding houses with members of the family like
siblings or even cousins. Only eight lived alone in boarding houses.
Table 3. Living arrangement of the respondents
LIVING ARRANGEMENT
NUMBER OF
PERCENTAGE
RESPONDENTS
With family in own house
85
39.72
With family in an apartment
30
14.02
With family in a boarding
14
6.54
house
With family members in a
75 35.05
boarding house
Alone in a boarding house
8
3.74
Dormitory
2
.93
TOTAL 214
100
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
13
Types of Mass Media Used
Table 4 presents the types of mass media used by the respondents which include
radio, television, newspapers, magazines, books and the internet. These are grouped in
subsequent discussion in this study as broadcast media (radio and television), printed
media (newspapers and magazines), and educational media (books and internet). Samples
of these media being used by students are shown in Figures 2 to 11.
The high frequency of multiple responses for each mass medium indicate that
majority of the respondents used four or more mass media. The leading mass media
mostly used by the respondents were the radio (97.66%), books (83.64), and television
(82.71%). Many of the respondents also used their cellular phones as radio. The internet
and newspaper had equal number of users at 168 or 78.50%. Internet was used at the
virtual library, computer laboratory room located at the College of Agriculture, computer
shops and boarding houses. The least used was the magazine but still it was used by more
than half of respondents. Magazines were read at the library or borrowed from friends.
This finding implies that indeed the students of today are mass-media oriented or
that they are taking advantage of the technological advances in communication.
Types of Mass Media Used According to Degree Program
The types of mass media used by students classified according to degree program
are presented in Table 5. All respondents from the different degree programs used varied
mass media.
As shown in the table, the leading mass medium used by students in all degree
programs except for BSDC was the radio. For BSDC, the internet had the highest number
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Table 4. Types of mass media used
TYPES OF MASS MEDIA
NUMBER OF
PERCENTAGE
RESPONDENTS
Radio 209
97.66
Television 177
82.71
Newspapers 168
78.50
Magazines 122
54.50
Books 179
83.64
Internet 168
78.50
* Multiple response
of users followed by radio and books. This may attributed to the teachers' encouragement
for students to use the internet.
The medium that had the least number of users in all degree programs was the
magazine. Those who read magazines did so at the library or borrowed from friends. All
other media had varying ranks in different degree programs.
Statistical analysis indicates that the observed differences are not statistically
significant.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
15
Broadcast Media Used by the Students
Figure 2. Student boarders watching television provided by the owner of
boarding house
Figure 3 . Radio with speaker used in a boarding house
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
16
Figure 4. Students using cellular phone as radio
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Print Media Used by the Students
Figuere 5. Students reading magazines in the library
Figure 6. Students reading newspapers in the library
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
18
Educational Media Used by the Students
Figure 7. Student reading book in the library
Figure 9. Students surfing the net in the library
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Figure 9. Students surfing the net in the computer laboratory (ICT) College
of Agriculture
Figure 10. Student surfing the net in a computer shop
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Figure 11. Student surfing the net in a boarding house
Types of Mass Media Used According to Curriculum Year
Table 6 presents the types of mass media used according to curriculum year. The
radio still had the most number of users among all curriculum year levels. It is observed
however that for fourth year students, both the radio and books ranked first (rank 1.5) in
terms of number of users. Statistical analysis also indicates that the differences are not
statistically significant.
Types of Mass Media Used According to Sex
The radio ranked first for both male and female respondents. For the female
respondents, second was books followed by television then newspapers. For the males,
second was internet followed by television then books. It is also noted that only the
magazine had less than 50 percent users among males. All the other media were used by
more than half of he respondents in both male and female groups (Table 7).
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Table 5. Types of mass media used according to degree program
TYPES OF
DEGREE PROGRAM
MASS
BSA (N=40)
BSAB (N=39)
BSDC (N=35)
BSAE (N=20)
BEE (N=40)
BSE (N=40)
MEDIA
No. Percentage No. Percentage No. Percentage No. Percentage No. Percentage No. Percentage
Radio
38 95 38 97.44 34 97.14 19 95 40 100 40 100
Television 28 70 32 82.05 33 94.29 18 90 32
80 34
85
Newspapers
25
62.5
31
79.49
33
94.29
17
85
31
77.5
31
77.5
Magazines 19
47.5 26 66.67 29 82.86 10 50 16
40 22
55
Books
30
75
29
74.36
34
97.14
18
90
33
82.2
35
87.5
Internet
27
67.5
29
74.36
35
100
18
90
32
80
27
67.5
* Multiple response
Pearson chi square (15) = 7.6850
Pr= 1.000
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Table 6. Types of mass media used according to curriculum year
TYPES OF
CURRICULUM YEAR
MASS
FIRST YEAR (N=50)
SECOND YEAR
THIRD YEAR (N=58)
FOURTH YEAR
TOTAL
MEDIA
(N=49)
(N=57)
(N=214)
No.
Percentage
No.
Percentage
No.
Percentage No. Percentage Percentage
Radio
47
94
48
97.96
58
100.00
56
8.25
209- NS
Television
41 82 35 71.43 49 84.48 52 91.23 177-
NS
Newspapers
31 62 33 67.35 54 93.10 50 87.72 168-
NS
Magazines
19 38 26 53.06 37 63.79 40 70.18 122-
NS
Books 40 80 35 71.43 48 82.76 56 98.25 179-
NS
Internet 32 64 37 75.51 48 82.76 51 89.47 168-
NS
* Multiple response
Pearson chi square (15) = 15.3657 Pr = 0.293
NS= No significance
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
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Table 7. Types of mass media used according to sex
TYPES OF
SEX
MASS
MALE (N=104)
FEMALE (N=110)
MEDIA
Number of
Percentage Number
of Percentage
respondents
respondents
Radio 103 99.03 106 96.36
Television
84 80.77 93 84.55
Newspapers
78 75.00 90 81.82
Magazine
48 46.15 74 67.27
Books 82 78.85 97 88.18
Internet 85 81.73 83 75.45
* Multiple response
Pearson chi square (5) = 4.3162
Pr = 0.505
No Significance
Types of Mass Media Used According to Age
The findings presented in Table 8 show that while there were slight differences,
statistical analysis indicates that there was a homogenous distribution of respondents
across the types of mass media used and across the two age brackets. This means that age
did not affect the use of the different mass media among students. This is expected since
the respondents were all college students who more or less belonged to one age bracket.
Types of Mass Media Used According to Living Arrangement
Table 9 presents the types of mass media used by students in different living
arrangements. It shows that the number of users of each medium is higher among those
who lives with their families in their own houses and those who lived with their families
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
24
Table 8. Types of mass media used according to age
TYPES OF
AGE
MASS
MEDIA
19 AND BELOW ( N=146)
20 AND ABOVE ( N=68)
Number of
Percentage Number
of Percentage
respondents
respondents
Radio 141
96.5 67
98.52
Television 119 82.50
57
83.82
Newspapers 109
74.65
59
86.76
Magazine
77
52.74
44
64.71
Books 113
11.40 66 97.06
Internet 107 73.29 60 88.24
* Multiple response
Pearson chi square (5) = 1.9973
Pr = 0.850
in an apartment. The family is composed of the father, mother and siblings. Family
members refer to sibling or a relative. The number of users of mass media among those
living in boarding houses was lower. This implies that access to mass media was greater
for those living with their families. It is observed though that the two dormitory residents
used all the mass media. This is an indication that all mass media are accessible in the
BSU dormitory.
Reasons for Using Broadcast Media and Print Media
Table 10 presents the reasons for using broadcast media (radio and television).
The leading reasons were: to be informed and to be entertained. These are also the Table
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
25
Table 9. Types of mass media according to living arrangement
TYPES OF
LIVING ARRANGEMENT
MASS
WITH FAMILY
WITH FAMILY
WITH FAMILY
WITH FAMILY
ALONE IN A
DORMITORY
MEDIA
IN OWN HOUSE
IN AN
MEMBERS IN A IN A BOARDING
BOARDING
(N=2)
(N=85)
APARTMENT
BOARDING
HOUSE
HOUSE
(N=30)
HOUSE
(N=14)
(N=8)
(N=75)
No. Percentage No
Percentage No. Percentage No. Percentage No. Percentage No. Percentage
.
Radio
85 100 30 100 71 94.67 14 100 7 85.50 2 100
Television 85 100 29 96.67 48 64.00 11 78.57 2 25.00 2 100
Newspapers
82 96.47 27 90 44 58.67 9 64.29 4 50.00 2 100
Magazines
63 74.12 18 60 27 36.00 9 64.29 3 35.50 2 100
Books
81 95.29 23 76.67 54 72.00 12 85.71 7 85.50 2 100
Internet 83 97.65 24 80 46 61.33 7 50 6 75.00 2 100
* Multiple response
Pearson chi square (25) = 13.77
Pr = 0.966
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
26
Table 10. Reasons for using broadcast media
REASONS BROADCAST
MEDIA
RADIO ( N=209)
TELEVISION ( N=177)
No. Percentage
No.
Percentage
To be entertained
128
61.24
120
67.80
To engage in a
12
5.74
4
2.26
hobby
To be informed
136
65.07
144
81.36
To complete school
2
.96
6
3.39
requirements
Available
2
.96
* Multiple response
Table 11. Reasons for using print media
REASONS PRINT
MEDIA
NEWSPAPERS ( N=168)
MAGAZINES ( N=122)
No.
Percentage
No.
Percentage
To be entertained
44
26.19
36
29.51
To engage in a hobby
6
3.57
2
1.64
To be informed
98
58.33
66
54.10
To complete school
4 2.38 4 3.28
requirements
* Multiple response
leading reasons for using printed media (newspapers and magazines) as shown in Table
11. These support the findings of Anno (2003) that the main reasons in using broadcast
and print media were to be informed and to be entertained.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
27
Reasons for Using Educational Media
Table 12 presents the reasons for using educational media. Books and internet
were mostly used for the completion of school requirements and for information.
Table 12. Reasons for using educational media
REASONS EDUCATIONAL
MEDIA
BOOKS ( N=179)
INTERNET (N=168)
No.
Percentage
No.
Percentage
To be entertained
16
8.94
14
8.33
To engage in a hobby
6
3.35
2
1.19
To be informed
76
42.46
82
48.81
To complete school
84 46.93 86 51.19
requirements
* Multiple response
Kinds of Information Acquired from Broadcast Media
The information that the respondents acquired from mass media were divided into
two (2) groups: general information and academic information (Table 13). General
information includes politics, crimes, and others while academic information refers to
those that are related to their courses in school. The leading topic was on politics. New
songs or music got 18.69% on radio. Most of the respondents said that they wanted Pop,
RNB but most of them preferred country music. On academic, agriculture was the most
sought information.
This finding is similar to that of Siado (1982), where radio programs have
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
28
Table 13. Kinds of information acquired from broadcast media
BROADCAST
MEDIA
INFORMATION
RADIO (N=209)
TELEVISION ( N=177)
No.
Percentage
No.
Percentage
General Information
Crimes 26
12.44
46
25.99
Politics 44
21.05
50
28.25
Health 10
4.78
14
7.91
Showbiz 20
9.57
32
18.08
New songs/ music
40
19.14
5
2.82
Economic situation
26
12.44
13
7.34
Weather 16
7.66
37
20.90
Academic information
Agriculture 36
17.22
10
5.65
Teaching techniques
6
2.87
___
___
* Multiple Response
provided not only the students but also the community, a vital medium for information
and self-development ranging from profitable farming techniques and wise utilization of
agricultural and financial resources to nutrition and health guidance topics.
Kinds of Information Acquired from Print Media
Table 14 presents the kinds of information they acquired from print media. Most
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
29
Table 14. Kinds of information acquired from print media
PRINT
MEDIA
INFORMATION
NEWSPAPERS (N=168)
MAGAZINES ( N=122)
No.
Percentage
No.
Percentage
General Information
Crimes 23
13.69
___
___
Politics 24
14.29
___
___
Health 18
10.71
13
10.66
Economic situation
6
3.57
___
___
Showbiz 30
17.86
41
33.61
Sports 22
13.10
___
___
Jobs available
33
19.64
3
2.46
Academic information
Agriculture 4
2.38
___
___
* Multiple response
of the respondents were interested more in job ads. They said that because they were
students, they looked for part time jobs while some graduating students looked for
overseas work. Showbiz was ranked as the leading topic acquired from magazine. The
respondents added that almost all that were featured in magazines were celebrities and
business tycoons. For academic information, agriculture is still the leading information
acquired.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
30
Kinds of Information Acquired from Educational Media
Table 15 shows the kinds of information acquired from educational media. For
general information, the economic situation was the leading topic from reading books,
while eighteen respondents surfing the net for God's word. For academic information,
agriculture is still the most sought information.
Table 15. Kinds of information acquired from educational media
EDUCATIONAL
MEDIA
INFORMATION
BOOKS ( N=179)
INTERNET ( N=168)
No.
Percentage
No.
Percentage
General Information
Politics 4
2.23
6
3.57
Health ___
___
4
2.38
Showbiz ___
___
2
1.19
New songs/ music
___
___
8
4.76
Economic situation
14
7.82
6
3.57
God's Word
12
6.70
18
10.71
Academic information
Agriculture 38
21.22
6
3.57
Teaching techniques
8
4.47
* Multiple Response
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
31
Frequency of Using Broadcast Media
The frequency of using broadcast media is presented in Table 16. Most (71.49%)
of the respondents listened to the radio and almost half watched television everyday. It
shows that less than 50% of the respondents used broadcast media once a week or one a
month.
Table 16. Frequency of using broadcast media
BROADCAST
MEDIA
FREQUENCY
RADIO (N=209)
TELEVISION (N=177)
No. Percentage No. Percentage
Daily
153 73.21 93 52.54
Every other day
17
8.13
26
14.69
Once a week
39
18.66
49
27.68
Once a month
9
5.08
* Multiple response
Frequency of Using Print Media
Table 17 presents the frequency of using print media. More than one fourth of the
respondents said that they used print media once a week. This was when they had
assignments, got bored or just wanted to kill their time. Less than one fourth of the
respondents said that they read daily. Those who do not read regularly said that reading
makes them sleepy because they easily got bored.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
32
Frequency of Using Educational Media
The frequency of using educational media are presented in Table 18. Of 214
respondents, 71 or 33.18% read books daily, while slightly more than half surf the net
once a week. These were when they had an assignments or when they wanted to kill time.
This is similar to the study of Daplian (2005) where the respondents used the virtual
library in the university once a week or once a month. Furthermore, Pongdad (2006)
reported that students used internet occasionally or when the need arises.
Table 17. Frequency of using print media
PRINT
MEDIA
FREQUENCY
NEWSPAPERS (N=168)
MAGAZINES ( N=122)
No.
Percentage
No.
Percentage
Daily
27
16.07
3
2.46
Every other day
39
23.21
12
9.84
Once a week
60
35.71
45
36.88
Once a month
51
30.36
63
51.64
*Multiple response
Duration of Exposure to Broadcast Media
Table 19 presents the duration of exposure to broadcast media. A total of 63 or
29.44% of the respondents listened to the radio 1-2 hours while 33.64% watched
television from 2-3 hours per viewing. They said that they spent more hours in listening
or watching especially when they liked the songs, the story of the radio drama or movies.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
33
Table 18. Frequency of using educational media
EDUCATIONAL
MEDIA
FREQUENCY
BOOKS ( N=179)
INTERNET ( N=168)
No.
Percentage
No.
Percentage
Daily 71
39.66
21
12.5
Every other day
34
18.99
12
7.14
Once a week
54
30.17
112
66.67
Once a month
15
8.38
9
5.36
*Multiple response
Table 19. Duration of exposure to broadcast media
DURATION OF
BROADCAST MEDIA
EXPOSURE
RADIO (N=209)
TELEVISION (n=177)
No. Percentage No. Percentage
Less than 1 hour
39
18.66
19
10.73
1-2 hours
63
30.14
57
32.20
2:01-3 hours
59
20.23
72
40.68
3:01-4 hours
30
14.35 22 12.43
4:01-5 hours
3.95
*Multiple response
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
34
Duration of Exposure to Print Media
Table 20 presents the duration of exposure to print media. Majority of the
respondents read newspapers and magazines for less than 1 hour in one sitting. They
chose only the part of the print media which they were interested in because reading the
whole newspapers and magazines was very tiring.
Table 20. Duration of exposure to print media
DURATION OF
PRINT MEDIA
EXPOSURE
NEWSPAPERS ( N=168)
MAGAZINES ( n=122)
No. Percentage No. Percentage
Less than 1 hour
118
70.24
78
63.93
1-2 hours
39
23.21
39
31.97
2:01-3 hours
10
5.95
3
2.46
3:01-4 hours
1
.60
2
1.64
*Multiple response
Duration of Exposure to Educational Media
The duration of exposure to educational media is presented in Table 21. For books,
73 or 40.78% read one to two hours because the respondents said that they are get sleepy
when they read. Other's said that they read books just for the sake of quizzes and exams.
On internet, there were two respondents who spent five to six hours not only for the
assignment but a combination of playing online games, and chatting with friends in one
sitting.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
35
Table 21. Duration of exposure from educational media
DURATION OF
EDUCATIONAL MEDIA
EXPOSURE
BOOKS ( N=179)
INTERNET ( N=168)
No. Percentage No. Percentage
Less than 1 hour
70
39.11
20
11.90
1-2 hours
73
40.78
94
55.95
2:01-3 hours
19
10.61
44
26.19
3:01-4 hours
10
5.59
8
4.76
4:01-5 hours
7
3.91
2
1.19
*Multiple response
This finding corroborates the findings of Pongdad (2006) that majority of the
students spent one to two hours exploring the net.
Information Needs
The information needs by the respondents are presented in Table 22. It shows that 41
or 19.16% needed information on new inventions such as games in the computer, new
agricultural.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
36
Table 22. Information needs of the respondents
INFORMATION NUMBER
OF
PERCENTAGE
RESPONDENTS
General Information
Politics 18
8.41
Weather 17
7.94
Health 29
13.55
Crimes 21
9.81
Showbiz 13
6.07
Government programs
33
15.42
New inventions
41
19.16
Academic Information
Agriculture 43
20.09
Entrepreneurial venture
16
7.48
Historical events
5
2.34
Teaching techniques
11
5.14
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
37
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study on mass media habits of Benguet State University Students First
Semester 2006-2007, was conducted to determine the characteristics of the respondents,
to identify the mass media used by the BSU students, to determine their reasons for using
a particular type of mass media, to determine the information they acquired from mass
media, to determine the frequency and duration of exposure to mass media and to
determine the information needs of BSU students.
Interview schedule was used to gather data. There were 214 respondents chosen
using quota sampling, five males and five females from every year level of each course at
the two biggest colleges in BSU: College of Agriculture (CA) and College of Teacher
Education (CTE).
Most of the respondents belonged to the age range of 19 years old and below.
Slightly more than half were female and majority of them were single.
The respondents used mass media such as radio, television, newspapers,
magazines, books and internet. Almost all of them listened to radio. To be informed and
to be entertained were their reason in using broadcast and print media while they used
educational media for school requirements.
Politics was the leading information that the respondents acquired from broadcast
media; job ads and showbiz information for print media; and economic and religious
information for educational media. For academic information, agriculture was the most
sought after.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
38
Three fourths of the respondents listened to the radio while almost half watched
television everyday. More than one fourth of them read newspapers once a week. Books
which includes English and Tagalog pocketbooks were read daily by 33.18% while the
internet was used by more than half once a week.
Broadcast media were used for one to two hours and two to three hours for radio
and television respectively. Because majority of the respondents said that print media
made them sleepy, they read only for less than 1 hour. Others said that they read books
one to two hours because of quizzes and exams.
New inventions led the respondents need for general information and more on
agricultural development for academic information.
Conclusions
Based on the results, the following conclusions were derived:
1. Most of the students of BSU are single and within the age group of regular
college students.
2. BSU students are multi-media users with the radio as he most commonly used
medium.
3. BSU students use mass media for varied reasons: to be informed, to be entertained
and to complete school requirements.
4. BSU students get varied information from mass media not only for academic
requirements but also for general information.
5. Mass media are a part of the students’ daily lives.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
39
Recommendations
Based on the conclusions, the following were recommended:
1. Teachers should design alternative learning activities to encourage more students
to read more or to use mass media.
2. Mass media producers should continue airing, publishing, and posting more
educational topics especially on agriculture and health information.
3. BU administration may use radio as a medium in disseminating information from
the school concerning BSU students or BSU employees.
4. A study on the mass media habits of Benguet State University teachers should be
conducted to determine the insights that may be used in maximizing the use of
mass media in the teaching-learning process.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
40
LITERATURE CITED
ABAG, M.T. 2005. Information Needs and Information Sources of the Residents of
Barangay Tawangan and Lusod in Kabayan, Benguet. BS Thesis. BSU, La
Trinidad, Benguet. Pp. 15-17.
ANNO, J.B. 2003. Listenership of Radyo Natin FM Buguias in Three Barangays in
Mankayan Benguet. BS Thesis. BSU, La Trinidad Benguet. Pp. 8.
BANDURA, A.J.1960. Media Impact: Making Sense of Research and Effects. Stanford
University.
Pp.
382
BARAN H.G. 2003. Mass Communication, Culture and Mass Media. McGraw Hill
Incorporation. Pp. 371.
BRAID, F.R. 1983. Development Issues: Constitutional Response. National Bookstore,
Inc., Pp. 154-155.
DAPLIAN, E.I.2005. Virtual Library Usage Among Students of Benguet State
University. BS Thesis. BSU, La Trinidad ,Benguet. Pp.13.
DAWIGUEY, A.G. 2004. Radio Program Preferences and Perceptions of listeners on
Radyo ng Bayan-Bontoc, in five barangays in Bontoc, Mt. Province. BS Thesis.
BSU, La Trinidad Benguet. Pp. 21-24.
GRENBERG, B.S. Volume V 1993. An Introduction to the study of Communication.
Hompa and Row Publishers New York Francisco London. Copyright 1993. Pp.
493
HOVLAND, T.L. 1972. An Introduction to Mass Communication. Brooklyn State
University.
Pp.
184.
LOPEZ, S.M. 1996. Programs of Government-owned Radio Stations in the Cordillera
Administrative Region. MS Thesis. BCF, Baguio City. Pp. 1-2,8.
PONGDAD, G.I. 2006. BSDC Students Perception towards online learning. BS Thesis.
BSU, La Trinidad Benguet. Pp. 18-22
SIADO, V.I. 1982. Radio as Information Sources of Vegetable Farmers in Isabela. BS
Thesis. SLU, Baguio City. Pp. 12-14.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
41
VERONIS. C.E. Media Impact. Making Sense of Research and Effects. Stanford
University.
Pp.
257-258.
WIKIPEDIA.2006.Wikipedia Foundation Incorporation.
http://en.wikipedia.org/wiki/Mass_media
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
42
INTERVIEW SCHEDULE
Personal Information:
Respondents No._____________ Age:_____ Sex:_______ Civil Status:______________
Course:____________________ Year:____ Religion:______________________
Hobbies:________________________________________________________________
Father's Occupation:___________________ Mother's Occupation:__________________
Living Arrangement:__________ with family in own house
__________ with family in a rental apartment
__________ with family in a boarding house
__________ alone in a boarding house
__________
dormitory
Where:__________________________________________________________________
What mass media are accessible to residence:___________________________________
Average budget for mass media per week:
___________ 50 and below
___________ 51-200
___________ 201-400
___________ 401-600
___________ Others pls. Specify
Mass Media/ Types Check if
Kinds of Information
Reasons for using
using
Acquired
A. Radio
a. News
b. Commentaries
c. Drama
d. Showbiz
e. Talk show
f. Music
e. others pls specify
B. Television
a. News
b. Documentaries
c. Movies
d. Game Show
e. Noon time show
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
43
Mass Media/ Types Check if
Kinds of information
Reasons for Using
using
Acquired
television
f. Comedy show
g. Soap opera
C. Newspapers
a. News
b. Classified ads
c. Editorial
d. Sports section
e. Features
f. Literary
g. Others pls specify
D. Magazines
a. News
b. Cooking recipes
c. Showbiz
d. Others pls specify
E. Books
a. Agriculture
b. Economics
c. Communication
process
d. Teaching
techniques
e. Others pls.
specify
F. Internet
a. Educational
research
b. Agriculture
c. Communication
process
d. Teaching
techniques
e. Others pls specify
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
44
2. How often have you used the mass media in the past three months?
Mass
Every
Once a Occasionally/ Once a
Once a
Others pls.
Media
other day
week
if needed
month
month
specify
Radio
Television
Newspaper
Magazine
Books
Internet
3. On the average, how long have you accessed the mass media in one sitting in the past
three months?
Mass
Less than 1 1-2 hours
2:01-3
3:01-4
4:01-5
Others pls.
Media
hour
hours
hours
hours
specify
Radio
Television
Newspaper
Magazine
Books
Internet
4. What information do you need?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
BUGTONG, HEMBER C. APRIL 2007. Mass Media Habits of Benguet State
University Students, First Semester 2006-2007. Benguet State University, La Trinidad,
Benguet.
Adviser: Maria Luz D. Fang-asan, PhD
ABSTRACT
This study was conducted to determine the characteristics of the respondents, to
identify the mass media used by the BSU students, to determine their reasons for using a
particular type of mass media, to determine the information they acquired from mass
media, to determine the frequency and duration of exposure to mass media and to
determine the information needs of BSU students. An interview schedule was used to
gather data from 214 respondents chosen using quota sampling. Most of the respondents
were single and belonged to the age range of 19 years old and below.
The most commonly used medium was the radio but the respondents used various other
mass media to be informed, to be entertained and to complete school requirements. From
the different mass media, the students acquired information on politics, showbiz,
economy, religion, job opportunities, and agriculture. Majority of the respondents
listened to the radio daily for around two to three hours. Less than half watched TV
everyday and/or read newspapers.
It is concluded that most of the students of BSU are within the age group of
regular college students; that students are multi-media users; that they have different
reasons for using mass media and that they get varied information from mass media not
only for academic requirements but also for general information. Mass media are a part
of the students’ daily lives.
It is recommended that teachers should design alternative learning activities to
encourage students to read more or to use mass media. Mass media producers should
continue airing, publishing, and posting more educational topics especially on
agriculture. BSU may use radio as a medium in disseminating information from the
school to BSU students or BSU employees. It is further recommended that a study on the
mass media habits of Benguet State University teachers should also be conducted.
ii
TABLE OF CONTENTS
Page
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Scope and Limitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
REVIEW OF LITERATURE
Mass Media Habits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Information Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Information Derived from Mass Media . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Information Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Reasons for Using Mass Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Definition of terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
METHODOLOGY
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
iii
RESULTS AND DISCUSSION
Socio- Demographic Profile of the Respondents . . . . . . . . . . . . . . . . . .
11
Living Arrangement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Types of Mass Media Used . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Types of Mass Media Used According to Degree Program . . . . . . . . . .
13
Types of Mass Media Used According to Curriculum Year . . . . . . . . .
20
Types of Mass Media Used According to Sex . . . . . . . . . . . . . . . . . . . .
20
Types of Mass Media Used According to Age . . . . . . . . . . . . . . . . . . .
23
Types of Mass Media Used According to Living Arrangement . . . . . .
23
Reasons for Using Broadcast and Print Media . . . . . . . . . . . . . . . . . . . .
24
Reasons for Using Educational Media . . . . . . . . . . . . . . . . . . . . . . . . . .
27
Kinds of Information Acquired from Broadcast Media . . . . . . . . . . . . .
27
Kinds of Information Acquired from Print Media . . . . . . . . . . . . . . . . .
28
Kinds of Information Acquired from Educational Media . . . . . . . . . . .
30
Frequency of Using Broadcast Media . . . . . . . . . . . . . . . . . . . . . . . . . .
31
Frequency of Using Print Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
31
Frequency of Using Educational Media . . . . . . . . . . . . . . . . . . . . . . . .
32
Duration of Exposure to Broadcast Media . . . . . . . . . . . . . . . . . . . . . .
32
Duration of E0xposure to Print Media . . . . . . . . . . . . . . . . . . . . . . . . .
34
Duration of Exposure to Educational Media . . . . . . . . . . . . . . . . . . . . .
34
Information Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
.35
iv
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
37
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
39
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
40
APPENDIX: Interview Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
42
v
1
INTRODUCTION
Rationale
Have students become more mass media-oriented in the wake of technological
advances which have tremendously increased access to information? One of the most
striking developments in today's generation is the advancement of mass communication
technologies like the internet, the World Wide Web, and instant global audio and visual
communication.
Wikipedia (2006) defines mass media as “ a term used to denote, as a class, that
section of the media specifically conceived and designed to reach a very large audience”.
It was coined in the 1920s with the advent of nationwide radio networks and of mass
circulation newspapers and magazines.
Hovland (1972) averred that mass media are so powerful in encouraging public
participation, strengthening cultural and linguistic diversity, enhancing skills and giving
voice to the poor and other marginalized groups.
Mass media contributed to the Protestant Reformation, the decline of Catholic
Power in Europe, and the changing mode of interaction among American family
members (Veronis, 2001). In the Philippines, Cardinal Sin's plea for help aired over the
radio eventually led to the toppling down of President Marcos during the EDSA
Revolution in 1986. The mass circulation of text messages also gathered a multitude of
disappointed Filipinos a few minutes after the Senate's decision not to open the
controversial envelope during the impeachment proceedings against President Joseph E.
Estrada in 2000. This was the start of protest actions which culminated in the installation
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
2
of Gloria Macapagal Arroyo as President of the Philippines.
The effects of mass media on behavior have also been the subject of several
studies in the past. Bandura (1960) let nursery school children watch films in which an
adult encountered Bobo, a three-foot tall pop-up clown. One group of preschoolers saw a
version in which the adult beat up Bobo and was then rewarded for being a “strong
champion”. Others saw a version in which the adult assailant was scolded for being a
bully and was spanked with a rolled up magazine. After watching the film, the children
themselves then had a chance to “play” with Bobo. The children who saw the adult
model's aggression being rewarded treated the Bobo doll more violently than those who
saw the model punished.
Mass media offer many benefits. For students, they are used as course references
and as entertainment. Others even use them for enterprising activities like blogging. With
possible influences of mass media, their availability and accessibility play a crucial role
in people's lives.
In La Trinidad Valley, people can have access to at least 12 radio stations, 40
channels on cable television, five daily broadsheets, eight daily tabloids and four local
weekly newspapers. Among those who have access to the aforementioned mass media
are students of Benguet State University (BSU), an institution of higher education in the
Cordillera Administrative Region.
For School Year 2006-2007, BSU had an enrollment of 6,311 distributed among
eight colleges, with the College of Teacher Education (1,961) and College of Agriculture
(1,635) having the most number of enrollees. The university uses both print and
broadcast media to disseminate information to its students and other clients. A study on
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
3
the mass media habits of students in BSU can give insights on how to maximize the use
of varied communication channels for the attainment of university objectives.
Statement of the Problem
The mass media habits of Benguet State University (BSU) students still have to be
determined, thus, this study sought to answer the following questions:
1. What are the socio-demographic characteristics of the respondents?
2. What mass media do BSU students use?
3. What are the reasons for using the mass media?
4. What information do they acquire from mass media?
5. How frequent and how long is their exposure to mass media?
6. What are the information needs of BSU students?
Objectives of the Study
In general, the study aimed to determine the mass media habits of Benguet State
University students. The specific objectives were:
1. To determine the socio-demographic characteristics of the respondents;
2. To identify the mass media used by BSU students;
3. To determine their reasons for using a particular type of mass media;
4. To determine the information they acquire from mass media;
5. To determine the frequency and duration of exposure to mass media; and
6. To determine the information needs of BSU students.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
4
Importance of the Study
Results of the study may be used by Benguet State University for strategic
communication planning for its student, determining and designing alternative learning
activities; and defining problems to be studied by other communication researchers.
Scope and Limitation
The study looked into mass media habits of BSU students from the College of
Agriculture and College of Teacher Education during the first semester of SY 2006-2007.
Mass media that were considered were print, broadcast and internet.
The study did not look into very specific radio or television programs patronized
or specific sites accessed on the internet.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
5
REVIEW OF LITERATURE
Mass Media Habits
On a typical Sunday night, 37 million people in the United States will tune in to a
prime-time television show. Television sets are in 98% of all homes and VCR's in over
80%. The television sets on for more than 7 and half hours a day in a typical US
household. Two thirds of all US adults will read newspapers each day; two-thirds will
listen to eh radio for some part of everyday. Americans spent $6.1 billion on video games
in 1999, and the typical US household today spends more on media than either clothes or
health care. In the first six months of 1999, nearly 3 billion MP3 audio files were
downloaded from the Internet or 17 million everyday. The average person spends 3,523
hours a year-60% of his or her waking hours---consuming mass media content (Baran,
2003).
Information Needs
According to Maslog (1986), as cited by Abag (2005), rural men, women and
children vary in information needs in accordance with their occupation, residence, sex,
roles, interest, and problems. The possible permutations of needed information for any
one family are endless. This statement was supported by Abag's (2005) findings that
agriculture-related information was the most needed among he farmer-respondents while
information on politics and showbiz were the least needed.
The concern for information needs is reiterated by Braid (1983) who stated that
communication and information programs should not be merely concerned with the
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
6
diffusion and transfer of information and technology. It must likewise promote the
protection and conservation of natural resources and the promotion of research and
development in order to reduce dependency on imported technology. Furthermore,
Dawiguey (2004) found out that five barangays in Bontoc Mt. Province need information
on health and nutrition such as family planning
Information Derived from Mass Media
According to Siado (1982), radio programs have provided not only the students
but also the community, a vital medium for information and self-development ranging
from profitable framing techniques and wise utilization of agricultural and financial
resources to nutrition and health guidance topics. An hourly public service programs are
also aired daily for the benefit of the community where important topics like family
planning, community involvement, peace and order, the direction of the government's
developmental thrusts, the problems facing the nation as well as the on-going
achievements of the government are being discussed with the help of he barangay
leaders.
Information Sources
Radio is the top source of information in Barangay Tawangan and Lusod in
Kabayan Benguet (Abag, 2005).
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
7
Reasons for Using Mass Media
According to Pongdad (2006), her respondents access the net when there are
assignments or research work to complete school requirements. Anno (2003) found out in
her study that broadcast, print and educational media were used by her respondents in
Mankayan to be informed and to be entertained.
Greenberg ( Vol. V 1978), lists seven reasons for watching televisions that would
also pertain to other forms of mass communication such as radio: for past time, for
enjoyment, for companionship , for arousal, for learning, for relaxation, and as a source
of refuge.
Definition of Terms
Mass media habit refers to the conscious and regular use of broadcast, print and
educational media
Broadcast
media refers to audio and visual communication media which include
radio and television.
media refers to reading materials in acquiring information which include
newspapers and magazines.
Educational
media refers to the material that the respondents used for their school
requirements or related to the academic subjects such as books and internet.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
8
METHODOLOGY
Locale and Time of the Study
The study was conducted at Benguet State University, La Trinidad Benguet from
September to October 2006.
Benguet State University is located at the heart of La Trinidad, the capital of
Benguet Province (Fig.1). It is five to six kilometers away from Baguio City, the Summer
Capital of the Philippines.
BSU has eight colleges offering 16 degree, five post baccalaureate and four pre
baccalaureate non-degree programs. There were 4,985 registered students during the
study period.
Respondents of the Study
The respondents of the study were 220 BSU students that were chosen using
quota sampling. Five males and five females were taken from every year level of each
course at the College of Agriculture (CA) and College of Teacher Education (CTE)
which are the highest in terms of student population and faculty.
Table 1 presents the distribution of respondents according to degree program and
curricular year. It shows there were only twenty (20) Agricultural Education respondents
because the program is being phased out so there are no more 1st and 2nd year students.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
9
Figure 1. Map of La Trinidad showing the locale of the study
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
10
Table 1. Distribution of respondents according to degree program and year
DEGREE
CURRICULAR YEAR
PROGRAM
FIRST SECOND THIRD FOURTH
TOTAL
(N=214)
Number Number Number Number
BSA 10
10 10 10
40
BSAB
10
10
10
9
39
BSDC
10
9
8
8
35
BSAE ___ ___ 10 10
20
BEE 10
10
10 10
40
BSE 10
10
10 10
40
TOTAL 50 49 58
57 214
Data Collection
An interview schedule was used as the primary tool for obtaining data. The
researcher interviewed all the respondents with the help of a research assistant.
The researcher crosschecked the validity of mass media information by
determining which were actually accessible in the locality.
Data Analysis
The data gathered from the respondents were tabulated, consolidated, categorized,
and interpreted according to the objectives of the study. Frequencies and percentages
were used. Cross tabulations were subjected to the chi- square test.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
11
RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents
Table 2 shows the respondents' socio-demographic profile in terms of sex, age and
civil status. Slightly more than half of the respondents were female and almost all
(97.66%) were single. Majority (68.22%) belonged to the age range of 19 years old and
below. The youngest was 15 years old and the oldest was 23.
Table 2. Socio-demographic profile of the respondents
CHARACTERISTICS NUMBER
OF PERCENTAGE
RESPONDENTS
Sex
Male 104
48.6
Female 110
51.4
TOTAL 214
100
Age
19 and below
146
68.22
20 and above
68
31.78
TOTAL 214
100
Civil Status
Single 209
97.66
Married
34
TOTAL 214
100
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
12
Living Arrangement
Table 3 presents the living arrangement of the respondents which refers to the
type of housing they were residing in. This also indicated with whom the respondents
shared their residence.
Out of 214 respondents, 85 or 39.72% stayed with their family in their own house
in Baguio City, La Trinidad, or in Tublay. BSU is in the heart of La Trinidad which is
traversed by several jeepneys, taxis and buses daily, hence it is fairly accessible from any
point in the locality. On the other hand, both Baguio City and Tublay are approximately
six kilometers from BSU and are easily accessible through public transportation. Many of
the respondents (75 or 35.05%) live in boarding houses with members of the family like
siblings or even cousins. Only eight lived alone in boarding houses.
Table 3. Living arrangement of the respondents
LIVING ARRANGEMENT
NUMBER OF
PERCENTAGE
RESPONDENTS
With family in own house
85
39.72
With family in an apartment
30
14.02
With family in a boarding
14
6.54
house
With family members in a
75 35.05
boarding house
Alone in a boarding house
8
3.74
Dormitory
2
.93
TOTAL 214
100
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
13
Types of Mass Media Used
Table 4 presents the types of mass media used by the respondents which include
radio, television, newspapers, magazines, books and the internet. These are grouped in
subsequent discussion in this study as broadcast media (radio and television), printed
media (newspapers and magazines), and educational media (books and internet). Samples
of these media being used by students are shown in Figures 2 to 11.
The high frequency of multiple responses for each mass medium indicate that
majority of the respondents used four or more mass media. The leading mass media
mostly used by the respondents were the radio (97.66%), books (83.64), and television
(82.71%). Many of the respondents also used their cellular phones as radio. The internet
and newspaper had equal number of users at 168 or 78.50%. Internet was used at the
virtual library, computer laboratory room located at the College of Agriculture, computer
shops and boarding houses. The least used was the magazine but still it was used by more
than half of respondents. Magazines were read at the library or borrowed from friends.
This finding implies that indeed the students of today are mass-media oriented or
that they are taking advantage of the technological advances in communication.
Types of Mass Media Used According to Degree Program
The types of mass media used by students classified according to degree program
are presented in Table 5. All respondents from the different degree programs used varied
mass media.
As shown in the table, the leading mass medium used by students in all degree
programs except for BSDC was the radio. For BSDC, the internet had the highest number
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
14
Table 4. Types of mass media used
TYPES OF MASS MEDIA
NUMBER OF
PERCENTAGE
RESPONDENTS
Radio 209
97.66
Television 177
82.71
Newspapers 168
78.50
Magazines 122
54.50
Books 179
83.64
Internet 168
78.50
* Multiple response
of users followed by radio and books. This may attributed to the teachers' encouragement
for students to use the internet.
The medium that had the least number of users in all degree programs was the
magazine. Those who read magazines did so at the library or borrowed from friends. All
other media had varying ranks in different degree programs.
Statistical analysis indicates that the observed differences are not statistically
significant.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
15
Broadcast Media Used by the Students
Figure 2. Student boarders watching television provided by the owner of
boarding house
Figure 3 . Radio with speaker used in a boarding house
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
16
Figure 4. Students using cellular phone as radio
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
17
Print Media Used by the Students
Figuere 5. Students reading magazines in the library
Figure 6. Students reading newspapers in the library
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
18
Educational Media Used by the Students
Figure 7. Student reading book in the library
Figure 9. Students surfing the net in the library
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
19
Figure 9. Students surfing the net in the computer laboratory (ICT) College
of Agriculture
Figure 10. Student surfing the net in a computer shop
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
20
Figure 11. Student surfing the net in a boarding house
Types of Mass Media Used According to Curriculum Year
Table 6 presents the types of mass media used according to curriculum year. The
radio still had the most number of users among all curriculum year levels. It is observed
however that for fourth year students, both the radio and books ranked first (rank 1.5) in
terms of number of users. Statistical analysis also indicates that the differences are not
statistically significant.
Types of Mass Media Used According to Sex
The radio ranked first for both male and female respondents. For the female
respondents, second was books followed by television then newspapers. For the males,
second was internet followed by television then books. It is also noted that only the
magazine had less than 50 percent users among males. All the other media were used by
more than half of he respondents in both male and female groups (Table 7).
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
21
Table 5. Types of mass media used according to degree program
TYPES OF
DEGREE PROGRAM
MASS
BSA (N=40)
BSAB (N=39)
BSDC (N=35)
BSAE (N=20)
BEE (N=40)
BSE (N=40)
MEDIA
No. Percentage No. Percentage No. Percentage No. Percentage No. Percentage No. Percentage
Radio
38 95 38 97.44 34 97.14 19 95 40 100 40 100
Television 28 70 32 82.05 33 94.29 18 90 32
80 34
85
Newspapers
25
62.5
31
79.49
33
94.29
17
85
31
77.5
31
77.5
Magazines 19
47.5 26 66.67 29 82.86 10 50 16
40 22
55
Books
30
75
29
74.36
34
97.14
18
90
33
82.2
35
87.5
Internet
27
67.5
29
74.36
35
100
18
90
32
80
27
67.5
* Multiple response
Pearson chi square (15) = 7.6850
Pr= 1.000
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
22
Table 6. Types of mass media used according to curriculum year
TYPES OF
CURRICULUM YEAR
MASS
FIRST YEAR (N=50)
SECOND YEAR
THIRD YEAR (N=58)
FOURTH YEAR
TOTAL
MEDIA
(N=49)
(N=57)
(N=214)
No.
Percentage
No.
Percentage
No.
Percentage No. Percentage Percentage
Radio
47
94
48
97.96
58
100.00
56
8.25
209- NS
Television
41 82 35 71.43 49 84.48 52 91.23 177-
NS
Newspapers
31 62 33 67.35 54 93.10 50 87.72 168-
NS
Magazines
19 38 26 53.06 37 63.79 40 70.18 122-
NS
Books 40 80 35 71.43 48 82.76 56 98.25 179-
NS
Internet 32 64 37 75.51 48 82.76 51 89.47 168-
NS
* Multiple response
Pearson chi square (15) = 15.3657 Pr = 0.293
NS= No significance
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
23
Table 7. Types of mass media used according to sex
TYPES OF
SEX
MASS
MALE (N=104)
FEMALE (N=110)
MEDIA
Number of
Percentage Number
of Percentage
respondents
respondents
Radio 103 99.03 106 96.36
Television
84 80.77 93 84.55
Newspapers
78 75.00 90 81.82
Magazine
48 46.15 74 67.27
Books 82 78.85 97 88.18
Internet 85 81.73 83 75.45
* Multiple response
Pearson chi square (5) = 4.3162
Pr = 0.505
No Significance
Types of Mass Media Used According to Age
The findings presented in Table 8 show that while there were slight differences,
statistical analysis indicates that there was a homogenous distribution of respondents
across the types of mass media used and across the two age brackets. This means that age
did not affect the use of the different mass media among students. This is expected since
the respondents were all college students who more or less belonged to one age bracket.
Types of Mass Media Used According to Living Arrangement
Table 9 presents the types of mass media used by students in different living
arrangements. It shows that the number of users of each medium is higher among those
who lives with their families in their own houses and those who lived with their families
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
24
Table 8. Types of mass media used according to age
TYPES OF
AGE
MASS
MEDIA
19 AND BELOW ( N=146)
20 AND ABOVE ( N=68)
Number of
Percentage Number
of Percentage
respondents
respondents
Radio 141
96.5 67
98.52
Television 119 82.50
57
83.82
Newspapers 109
74.65
59
86.76
Magazine
77
52.74
44
64.71
Books 113
11.40 66 97.06
Internet 107 73.29 60 88.24
* Multiple response
Pearson chi square (5) = 1.9973
Pr = 0.850
in an apartment. The family is composed of the father, mother and siblings. Family
members refer to sibling or a relative. The number of users of mass media among those
living in boarding houses was lower. This implies that access to mass media was greater
for those living with their families. It is observed though that the two dormitory residents
used all the mass media. This is an indication that all mass media are accessible in the
BSU dormitory.
Reasons for Using Broadcast Media and Print Media
Table 10 presents the reasons for using broadcast media (radio and television).
The leading reasons were: to be informed and to be entertained. These are also the Table
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
25
Table 9. Types of mass media according to living arrangement
TYPES OF
LIVING ARRANGEMENT
MASS
WITH FAMILY
WITH FAMILY
WITH FAMILY
WITH FAMILY
ALONE IN A
DORMITORY
MEDIA
IN OWN HOUSE
IN AN
MEMBERS IN A IN A BOARDING
BOARDING
(N=2)
(N=85)
APARTMENT
BOARDING
HOUSE
HOUSE
(N=30)
HOUSE
(N=14)
(N=8)
(N=75)
No. Percentage No
Percentage No. Percentage No. Percentage No. Percentage No. Percentage
.
Radio
85 100 30 100 71 94.67 14 100 7 85.50 2 100
Television 85 100 29 96.67 48 64.00 11 78.57 2 25.00 2 100
Newspapers
82 96.47 27 90 44 58.67 9 64.29 4 50.00 2 100
Magazines
63 74.12 18 60 27 36.00 9 64.29 3 35.50 2 100
Books
81 95.29 23 76.67 54 72.00 12 85.71 7 85.50 2 100
Internet 83 97.65 24 80 46 61.33 7 50 6 75.00 2 100
* Multiple response
Pearson chi square (25) = 13.77
Pr = 0.966
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
26
Table 10. Reasons for using broadcast media
REASONS BROADCAST
MEDIA
RADIO ( N=209)
TELEVISION ( N=177)
No. Percentage
No.
Percentage
To be entertained
128
61.24
120
67.80
To engage in a
12
5.74
4
2.26
hobby
To be informed
136
65.07
144
81.36
To complete school
2
.96
6
3.39
requirements
Available
2
.96
* Multiple response
Table 11. Reasons for using print media
REASONS PRINT
MEDIA
NEWSPAPERS ( N=168)
MAGAZINES ( N=122)
No.
Percentage
No.
Percentage
To be entertained
44
26.19
36
29.51
To engage in a hobby
6
3.57
2
1.64
To be informed
98
58.33
66
54.10
To complete school
4 2.38 4 3.28
requirements
* Multiple response
leading reasons for using printed media (newspapers and magazines) as shown in Table
11. These support the findings of Anno (2003) that the main reasons in using broadcast
and print media were to be informed and to be entertained.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
27
Reasons for Using Educational Media
Table 12 presents the reasons for using educational media. Books and internet
were mostly used for the completion of school requirements and for information.
Table 12. Reasons for using educational media
REASONS EDUCATIONAL
MEDIA
BOOKS ( N=179)
INTERNET (N=168)
No.
Percentage
No.
Percentage
To be entertained
16
8.94
14
8.33
To engage in a hobby
6
3.35
2
1.19
To be informed
76
42.46
82
48.81
To complete school
84 46.93 86 51.19
requirements
* Multiple response
Kinds of Information Acquired from Broadcast Media
The information that the respondents acquired from mass media were divided into
two (2) groups: general information and academic information (Table 13). General
information includes politics, crimes, and others while academic information refers to
those that are related to their courses in school. The leading topic was on politics. New
songs or music got 18.69% on radio. Most of the respondents said that they wanted Pop,
RNB but most of them preferred country music. On academic, agriculture was the most
sought information.
This finding is similar to that of Siado (1982), where radio programs have
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
28
Table 13. Kinds of information acquired from broadcast media
BROADCAST
MEDIA
INFORMATION
RADIO (N=209)
TELEVISION ( N=177)
No.
Percentage
No.
Percentage
General Information
Crimes 26
12.44
46
25.99
Politics 44
21.05
50
28.25
Health 10
4.78
14
7.91
Showbiz 20
9.57
32
18.08
New songs/ music
40
19.14
5
2.82
Economic situation
26
12.44
13
7.34
Weather 16
7.66
37
20.90
Academic information
Agriculture 36
17.22
10
5.65
Teaching techniques
6
2.87
___
___
* Multiple Response
provided not only the students but also the community, a vital medium for information
and self-development ranging from profitable farming techniques and wise utilization of
agricultural and financial resources to nutrition and health guidance topics.
Kinds of Information Acquired from Print Media
Table 14 presents the kinds of information they acquired from print media. Most
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
29
Table 14. Kinds of information acquired from print media
MEDIA
INFORMATION
NEWSPAPERS (N=168)
MAGAZINES ( N=122)
No.
Percentage
No.
Percentage
General Information
Crimes 23
13.69
___
___
Politics 24
14.29
___
___
Health 18
10.71
13
10.66
Economic situation
6
3.57
___
___
Showbiz 30
17.86
41
33.61
Sports 22
13.10
___
___
Jobs available
33
19.64
3
2.46
Academic information
Agriculture 4
2.38
___
___
* Multiple response
of the respondents were interested more in job ads. They said that because they were
students, they looked for part time jobs while some graduating students looked for
overseas work. Showbiz was ranked as the leading topic acquired from magazine. The
respondents added that almost all that were featured in magazines were celebrities and
business tycoons. For academic information, agriculture is still the leading information
acquired.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
30
Kinds of Information Acquired from Educational Media
Table 15 shows the kinds of information acquired from educational media. For
general information, the economic situation was the leading topic from reading books,
while eighteen respondents surfing the net for God's word. For academic information,
agriculture is still the most sought information.
Table 15. Kinds of information acquired from educational media
EDUCATIONAL
MEDIA
INFORMATION
BOOKS ( N=179)
INTERNET ( N=168)
No.
Percentage
No.
Percentage
General Information
Politics 4
2.23
6
3.57
Health ___
___
4
2.38
Showbiz ___
___
2
1.19
New songs/ music
___
___
8
4.76
Economic situation
14
7.82
6
3.57
God's Word
12
6.70
18
10.71
Academic information
Agriculture 38
21.22
6
3.57
Teaching techniques
8
4.47
* Multiple Response
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
31
Frequency of Using Broadcast Media
The frequency of using broadcast media is presented in Table 16. Most (71.49%)
of the respondents listened to the radio and almost half watched television everyday. It
shows that less than 50% of the respondents used broadcast media once a week or one a
month.
Table 16. Frequency of using broadcast media
BROADCAST
MEDIA
FREQUENCY
RADIO (N=209)
TELEVISION (N=177)
No. Percentage No. Percentage
Daily
153 73.21 93 52.54
Every other day
17
8.13
26
14.69
Once a week
39
18.66
49
27.68
Once a month
9
5.08
* Multiple response
Frequency of Using Print Media
Table 17 presents the frequency of using print media. More than one fourth of the
respondents said that they used print media once a week. This was when they had
assignments, got bored or just wanted to kill their time. Less than one fourth of the
respondents said that they read daily. Those who do not read regularly said that reading
makes them sleepy because they easily got bored.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
32
Frequency of Using Educational Media
The frequency of using educational media are presented in Table 18. Of 214
respondents, 71 or 33.18% read books daily, while slightly more than half surf the net
once a week. These were when they had an assignments or when they wanted to kill time.
This is similar to the study of Daplian (2005) where the respondents used the virtual
library in the university once a week or once a month. Furthermore, Pongdad (2006)
reported that students used internet occasionally or when the need arises.
Table 17. Frequency of using print media
MEDIA
FREQUENCY
NEWSPAPERS (N=168)
MAGAZINES ( N=122)
No.
Percentage
No.
Percentage
Daily
27
16.07
3
2.46
Every other day
39
23.21
12
9.84
Once a week
60
35.71
45
36.88
Once a month
51
30.36
63
51.64
*Multiple response
Duration of Exposure to Broadcast Media
Table 19 presents the duration of exposure to broadcast media. A total of 63 or
29.44% of the respondents listened to the radio 1-2 hours while 33.64% watched
television from 2-3 hours per viewing. They said that they spent more hours in listening
or watching especially when they liked the songs, the story of the radio drama or movies.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
33
Table 18. Frequency of using educational media
EDUCATIONAL
MEDIA
FREQUENCY
BOOKS ( N=179)
INTERNET ( N=168)
No.
Percentage
No.
Percentage
Daily 71
39.66
21
12.5
Every other day
34
18.99
12
7.14
Once a week
54
30.17
112
66.67
Once a month
15
8.38
9
5.36
*Multiple response
Table 19. Duration of exposure to broadcast media
DURATION OF
BROADCAST MEDIA
EXPOSURE
RADIO (N=209)
TELEVISION (n=177)
No. Percentage No. Percentage
Less than 1 hour
39
18.66
19
10.73
1-2 hours
63
30.14
57
32.20
2:01-3 hours
59
20.23
72
40.68
3:01-4 hours
30
14.35 22 12.43
4:01-5 hours
3.95
*Multiple response
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
34
Duration of Exposure to Print Media
Table 20 presents the duration of exposure to print media. Majority of the
respondents read newspapers and magazines for less than 1 hour in one sitting. They
chose only the part of the print media which they were interested in because reading the
whole newspapers and magazines was very tiring.
Table 20. Duration of exposure to print media
DURATION OF
PRINT MEDIA
EXPOSURE
NEWSPAPERS ( N=168)
MAGAZINES ( n=122)
No. Percentage No. Percentage
Less than 1 hour
118
70.24
78
63.93
1-2 hours
39
23.21
39
31.97
2:01-3 hours
10
5.95
3
2.46
3:01-4 hours
1
.60
2
1.64
*Multiple response
Duration of Exposure to Educational Media
The duration of exposure to educational media is presented in Table 21. For books,
73 or 40.78% read one to two hours because the respondents said that they are get sleepy
when they read. Other's said that they read books just for the sake of quizzes and exams.
On internet, there were two respondents who spent five to six hours not only for the
assignment but a combination of playing online games, and chatting with friends in one
sitting.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
35
Table 21. Duration of exposure from educational media
DURATION OF
EDUCATIONAL MEDIA
EXPOSURE
BOOKS ( N=179)
INTERNET ( N=168)
No. Percentage No. Percentage
Less than 1 hour
70
39.11
20
11.90
1-2 hours
73
40.78
94
55.95
2:01-3 hours
19
10.61
44
26.19
3:01-4 hours
10
5.59
8
4.76
4:01-5 hours
7
3.91
2
1.19
*Multiple response
This finding corroborates the findings of Pongdad (2006) that majority of the
students spent one to two hours exploring the net.
Information Needs
The information needs by the respondents are presented in Table 22. It shows that 41
or 19.16% needed information on new inventions such as games in the computer, new
agricultural.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
36
Table 22. Information needs of the respondents
INFORMATION NUMBER
OF
PERCENTAGE
RESPONDENTS
General Information
Politics 18
8.41
Weather 17
7.94
Health 29
13.55
Crimes 21
9.81
Showbiz 13
6.07
Government programs
33
15.42
New inventions
41
19.16
Academic Information
Agriculture 43
20.09
Entrepreneurial venture
16
7.48
Historical events
5
2.34
Teaching techniques
11
5.14
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
37
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study on mass media habits of Benguet State University Students First
Semester 2006-2007, was conducted to determine the characteristics of the respondents,
to identify the mass media used by the BSU students, to determine their reasons for using
a particular type of mass media, to determine the information they acquired from mass
media, to determine the frequency and duration of exposure to mass media and to
determine the information needs of BSU students.
Interview schedule was used to gather data. There were 214 respondents chosen
using quota sampling, five males and five females from every year level of each course at
the two biggest colleges in BSU: College of Agriculture (CA) and College of Teacher
Education (CTE).
Most of the respondents belonged to the age range of 19 years old and below.
Slightly more than half were female and majority of them were single.
The respondents used mass media such as radio, television, newspapers,
magazines, books and internet. Almost all of them listened to radio. To be informed and
to be entertained were their reason in using broadcast and print media while they used
educational media for school requirements.
Politics was the leading information that the respondents acquired from broadcast
media; job ads and showbiz information for print media; and economic and religious
information for educational media. For academic information, agriculture was the most
sought after.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
38
Three fourths of the respondents listened to the radio while almost half watched
television everyday. More than one fourth of them read newspapers once a week. Books
which includes English and Tagalog pocketbooks were read daily by 33.18% while the
internet was used by more than half once a week.
Broadcast media were used for one to two hours and two to three hours for radio
and television respectively. Because majority of the respondents said that print media
made them sleepy, they read only for less than 1 hour. Others said that they read books
one to two hours because of quizzes and exams.
New inventions led the respondents need for general information and more on
agricultural development for academic information.
Conclusions
Based on the results, the following conclusions were derived:
1. Most of the students of BSU are single and within the age group of regular
college students.
2. BSU students are multi-media users with the radio as he most commonly used
medium.
3. BSU students use mass media for varied reasons: to be informed, to be entertained
and to complete school requirements.
4. BSU students get varied information from mass media not only for academic
requirements but also for general information.
5. Mass media are a part of the students’ daily lives.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
39
Recommendations
Based on the conclusions, the following were recommended:
1. Teachers should design alternative learning activities to encourage more students
to read more or to use mass media.
2. Mass media producers should continue airing, publishing, and posting more
educational topics especially on agriculture and health information.
3. BU administration may use radio as a medium in disseminating information from
the school concerning BSU students or BSU employees.
4. A study on the mass media habits of Benguet State University teachers should be
conducted to determine the insights that may be used in maximizing the use of
mass media in the teaching-learning process.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
40
LITERATURE CITED
ABAG, M.T. 2005. Information Needs and Information Sources of the Residents of
Barangay Tawangan and Lusod in Kabayan, Benguet. BS Thesis. BSU, La
Trinidad, Benguet. Pp. 15-17.
ANNO, J.B. 2003. Listenership of Radyo Natin FM Buguias in Three Barangays in
Mankayan Benguet. BS Thesis. BSU, La Trinidad Benguet. Pp. 8.
BANDURA, A.J.1960. Media Impact: Making Sense of Research and Effects. Stanford
University.
Pp.
382
BARAN H.G. 2003. Mass Communication, Culture and Mass Media. McGraw Hill
Incorporation. Pp. 371.
BRAID, F.R. 1983. Development Issues: Constitutional Response. National Bookstore,
Inc., Pp. 154-155.
DAPLIAN, E.I.2005. Virtual Library Usage Among Students of Benguet State
University. BS Thesis. BSU, La Trinidad ,Benguet. Pp.13.
DAWIGUEY, A.G. 2004. Radio Program Preferences and Perceptions of listeners on
Radyo ng Bayan-Bontoc, in five barangays in Bontoc, Mt. Province. BS Thesis.
BSU, La Trinidad Benguet. Pp. 21-24.
GRENBERG, B.S. Volume V 1993. An Introduction to the study of Communication.
Hompa and Row Publishers New York Francisco London. Copyright 1993. Pp.
493
HOVLAND, T.L. 1972. An Introduction to Mass Communication. Brooklyn State
University.
Pp.
184.
LOPEZ, S.M. 1996. Programs of Government-owned Radio Stations in the Cordillera
Administrative Region. MS Thesis. BCF, Baguio City. Pp. 1-2,8.
PONGDAD, G.I. 2006. BSDC Students Perception towards online learning. BS Thesis.
BSU, La Trinidad Benguet. Pp. 18-22
SIADO, V.I. 1982. Radio as Information Sources of Vegetable Farmers in Isabela. BS
Thesis. SLU, Baguio City. Pp. 12-14.
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
41
VERONIS. C.E. Media Impact. Making Sense of Research and Effects. Stanford
University.
Pp.
257-258.
WIKIPEDIA.2006.Wikipedia Foundation Incorporation.
http://en.wikipedia.org/wiki/Mass_media
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
42
INTERVIEW SCHEDULE
Personal Information:
Respondents No._____________ Age:_____ Sex:_______ Civil Status:______________
Course:____________________ Year:____ Religion:______________________
Hobbies:________________________________________________________________
Father's Occupation:___________________ Mother's Occupation:__________________
Living Arrangement:__________ with family in own house
__________ with family in a rental apartment
__________ with family in a boarding house
__________ alone in a boarding house
__________
dormitory
Where:__________________________________________________________________
What mass media are accessible to residence:___________________________________
Average budget for mass media per week:
___________ 50 and below
___________ 51-200
___________ 201-400
___________ 401-600
___________ Others pls. Specify
Mass Media/ Types Check if
Kinds of Information
Reasons for using
using
Acquired
A. Radio
a. News
b. Commentaries
c. Drama
d. Showbiz
e. Talk show
f. Music
e. others pls specify
B. Television
a. News
b. Documentaries
c. Movies
d. Game Show
e. Noon time show
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
43
Mass Media/ Types Check if
Kinds of information
Reasons for Using
using
Acquired
television
f. Comedy show
g. Soap opera
C. Newspapers
a. News
b. Classified ads
c. Editorial
d. Sports section
e. Features
f. Literary
g. Others pls specify
D. Magazines
a. News
b. Cooking recipes
c. Showbiz
d. Others pls specify
E. Books
a. Agriculture
b. Economics
c. Communication
process
d. Teaching
techniques
e. Others pls.
specify
F. Internet
a. Educational
research
b. Agriculture
c. Communication
process
d. Teaching
techniques
e. Others pls specify
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
44
2. How often have you used the mass media in the past three months?
Mass
Every
Once a Occasionally/ Once a
Once a
Others pls.
Media
other day
week
if needed
month
month
specify
Radio
Television
Newspaper
Magazine
Books
Internet
3. On the average, how long have you accessed the mass media in one sitting in the past
three months?
Mass
Less than 1 1-2 hours
2:01-3
3:01-4
4:01-5
Others pls.
Media
hour
hours
hours
hours
specify
Radio
Television
Newspaper
Magazine
Books
Internet
4. What information do you need?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Mass Media Habits of Benguet State University Students,
First Semester 2006-2007/ Hember C.Bugtong . 2007
Document Outline
- Mass Media Habits of Benguet State
University Students, First Semester 2006-2007.
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDIX