BIBLIOGRAPHY ABOEN, FLORENDA A. APRIL 2007. ...
BIBLIOGRAPHY
ABOEN, FLORENDA A. APRIL 2007. Mass Media Habits of the Farmers of
Baraangay Dalipey, Bakun, Benguet and in Barangay Poblacion, Kibungan, Benguet.
Benguet State University, La Trinidad, Benguet
Adviser: Ma. Luz D. Fang-asan, PhD
ABSTRACT
A study on mass media habits of the farmers in Bakun and Kibungan, Benguet in
2006 was conducted to determine the farmers’ socio-demographic profile, to identify the
mass media used by the farmers, to determine their reasons for using a particular type of
mass media, to determine the information they acquired from using mass media, to
determine their frequency of exposure to mass media, and to determine the information
needs of the farmers. Interview schedule was used to gather data from 80 farmer
respondents who were chosen through quota sampling.
More than half of the respondents were male and belonged to the age range of 31
and above. Majority were married and elementary graduates.
The radio and television were used by more than half of the respondents while the
rest were used by less than half of the respondents. The respondents used broadcast
media for more than five hours for the radio. One to two hours for television. Majority
of the respondents used the print media for less than an hour.
Agriculture, health, and politics were the leading information acquired from the
different mass media. Almost three fourths of the respondents listened to the radio
everyday.
It is concluded that the respondents used more than one of the different mass
media but the most commonly used were the radio, television and newspaper; that mass
media were used mainly for entertainment; and that drama and agricultural issues from
the radio were the most liked by the respondents.
It is recommended that more agricultural issues should be tackled on radio,
television and newspaper since these are the media most commonly used by the farmers
and that developmental messages may be incorporated in radio dramas since these are
most liked by the respondents.
ii
TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………... i
Abstract…………………………………………………………………………..
i
Table of Contents……………………………………………………………….
iii
INTRODUCTION………………………………………………………………..
1
REVIEW OF LITERATURE……………………………………………………
4
Reasons for Using Mass Media…………………………………………..
4
Information Needs of the Respondents…………………………………..
5
Frequency of Using Mass Media………………………………………...
5
METHODOLOGY……………………………………………………………….
7
Locale and Time of the Study……………………………………………
7
Respondents of the Study………………………………………………...
7
Data Collection…………………………………………………………...
9
Data Gathered…………………………………………………………….
9
Data Analysis…………………………………………………………….
9
RESULTS AND DISCUSSION…………………………………………………
10
Characteristics of the Respondents………………………………………
10
Types of Mass Media Used ……………………………………………...
11
Types of Mass Media Used as Affected by……………………………...
16
Characteristics of the Respondents
Reasons for Using Broadcast Media……………………………………..
19
iii
Reasons for Using Print Media…………………………………………..
20
Kinds of Information Acquired form Broadcast Media…………………
22
Kinds of Information Acquired From Print Media……………………...
23
Frequency of Using Broadcast Media……………………………………
23
Frequency of Using Print Media…………………………………………
23
Duration of Exposure to Broadcast Media……………………………….
25
Duration of Exposure to Print Media…………………………………….
26
Long Term Duration of Exposure to Broadcast Media………………….
26
Long Term Duration of Exposure to Print Media… ……………………
28
Needed Information of the Respondents………………………………..
28
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS………………..
30
Summary……………………………………………………………….
30
Conclusions…………………………………………………………….
31
Recommendations……………………………………………………..
32
LITERATURE CITED…………………………………………………………..
33
APPENDIX: Interview schedule………………………………………………...
34
iv
1
INTRODUCTION
Rationale
Everybody needs information in order to make good decisions. For the farmers, it
is important that they have information on new varieties, improved agricultural practices
and others so that they can make choices that may increase production. Agencies
working on agricultural development have a vast collection of such information and these
are being brought to the farmers through different means, among which is the mass
media.
Mass media are tools used for transmitting information to a large number of
people in different places. They are categorized according to form as print (newspaper,
magazine, books), and broadcast (radio, television) media.
Aside from entertainment, mass media has other key functions, which are
educating, shaping public relations, and advocating for a particular policy or point of
view. Mass media then can be used to educate the farmers in order for them to have the
tools to improve their quality of life.
Bakun is one of the municipalities in Benguet producing highland vegetables and
legumes. There are some extension workers and agencies who are going there to conduct
seminars and workshops on agriculture but still they are facing a problem on poor quality
seeds, pest and diseases, limited knowledge on technologies and others.
In Poblacion, Kibungan, Benguet, most of the households are subsistence farmers
planting rice and vegetables. Very few plant vegetables for small-scale commercial
purposes. There are the farmers who are being targeted by development agencies through
extension efforts.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
2
In order to gain insights that can help maximize the use of mass media as an
educational tool for the farmers, it is necessary to know and understand the mass media
habits of the farmers, hence this study.
Statement of the Problem
There is a need to study the habits of the farmers of Barangay Dalipey, Bakun,
Benguet and on Poblacion, Kibungan, Benguet in using mass media. So, this study
should answer the following:
1. What are the characteristics e of the farmers?
2. What are the mass media used by the farmers?
3. What are the reasons of the farmers for using mass media?
4. What information do the farmers acquire from using mass media?
5. What is the frequency of exposure of the farmers to mass media?
6. What are the information needs of the farmers?
Objectives of the Study
This study aims to do the following:
1. Determine the farmer’s characteristics profile;
2. Identify the mass media used by the farmers;
3. Determine the farmer’s reasons for using mass media;
4. Determine the information the farmers acquired from mass media;
5. Determine the farmer’s frequency of exposure to mass media;
6. Determine the information needs of the farmers.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
3
Importance of the Study
Results of the study may be used by agricultural development agencies in
planning mass media campaigns for the improvements of farming in Bakun and in
Kibungan. Results may be used by students and researchers who would like to have a
further understanding of mass media habits among farmers.
Scope and Limitation
The study was conducted among 50 farmer respondents in Dalipey, Bakun and 30
farmer respondents in Poblacion, Kibungan, Benguet in December 2006 for the period
January to October 2006. The respondents were chosen through purposive quota
sampling
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
4
REVIEW OF LITERATURE
Reasons of Using Mass Media
Ogsaen (2003) cited that the respondents in Baguio city watched the television
because they are interested in the topics as claimed by 82% of the respondents the others
were interested in the topics not with the host and the guests.
Cid and Edwards (1990) stated that programs or soap operas on television, feature
the viewers own characters and manners. They can see themselves in the main characters
portrayed in the story and this touches their emotions or their inner feelings after
watching. Television also updates viewers on latest news, products as well as how these
products can be used.
Most readers in Baguio City and in La Trinidad, Benguet needed to be informed
or at the same time to learn (83%); others (73%) also read just to be entertained to ease
their boredom especially while waiting for their turn to load passengers. Only few of the
respondents would treat reading as their habit (Magalgalit, 2005).
(Copuz, 1999) some reasons for using internet are to identify and retrieve
information relevant to research, to send messages, or to collect data, to improve skill and
experience on the internet; to explore real life issues in depth and in real time; Another
reason is the opportunity to work or study independently at one’s own place and the
discovery of topics associated with communication and information which are new to
them.
Communication was the main reason of BSU students in using internet. This was
followed by the ability to access database and to research (Kingat, 2003)
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
5
Anno (2003) stated that for respondents in Mankayan, Benguet, the reasons for
listening to Radyo Natin FM Buguias are to listen to musical programs, special coverage
like PBA games, news programs, and interviews. Majority of the respondents claimed
that Radyo Natin programs provide entertainment and information.
Information Needs of the Respondents
Gonzales (2005) stated that the respondents in La Trinidad, Benguet prefer
agricultural programs. The leading topics on which information is needed include
strawberry production, controlling pest and disease, management technologies,
vegetables and cut flower production.
Most of the farmers in Pandayan, Mt.Province needed information on controlling
pest and disease, vegetable production, environmental issues, health and nutrition, and
orchard production, (Balanggoy,2003).
Radio listeners in Palina, Kibungan, Benguet needed information on news and
public service announcement, agriculture, and livelihood (Paulino, 2003).
.
Frequency of Using Mass Media
Panares (1988) reported that at least four out of five Filipinos aged 15 and above
listen to the radio for about three hours a day, 5-6 days a week.. This would mean that
about 24 million Filipinos comprised the adult radio audience. He also reported that
radio listening is more of a daytime activity than an evening past time. Respondents
listen at least two hours at daytime and only an hour and a half in the evening.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
6
The possible explanation could be the shift from radio to television at night in the urban
areas and the fact that many folks go to bed earlier than the urban dwellers.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
7
METHODOLOGY
Locale and Time of the Study
The study was conducted in Barangay Dalipey Bakun, Benguet and in Poblacion,
Kibungan, Benguet. The Municipality of Bakun is located on the southern part of the
Municipality of Kibungan.
Barangay Dalipey, Bakun, Benguet is 86 kilometers away from Baguio City. It
can be reached through jeepneys, and bus in four to five hours. It has eleven sitios
namely: Liwang, Bito, Bao-edan, Bendana, Longboy, Masalin, Palidan, Sipitan, Copcopit
and Mangkeleb.
Barangay Poblacion, Kibungan, Benguet. Kibungan is 60 kilometers away from
Baguio. It can be reached in four to five hours through bus and jeepneys. It has nine
sitios namely: Baliti, Pasipas, Bay-o Pendengan, Nangamlay, Palidan, Talaktak, Liwen,
and Polis.
Both Bakun and Kibungan are found in Benguet (Figure 1) which is the major
highland vegetable producing area in the country.
The study was conducted in December 2006.
Respondents of the Study
There were 80 respondents in this study: 50 farmer respondents from Barangay
Dalipey, Bakun, Benguet and 30 farmer- respondents from Poblacion, Kibungan. The
respondents were chosen through quota sampling.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
8
Figure 1. Map of Benguet showing the locale of the study
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
9
Data Collection
Interview schedule was used to gather information from the respondents. It was
translated into ‘kankana-ey” for easier the understanding between the researcher and the
respondents.
Data Gathered
The data gathered were the mass media used by the respondents, reasons for using
mass media, information acquired by the respondents, duration of exposure to mass
media, and their information needs.
Data Analysis
The data gathered from the respondents were tabulated, consolidated, categorized,
and interpreted according to the objectives of the study by using descriptive statistics
such as frequencies, percentages and chi- square test.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
10
RESULTS AND DISCUSSION
Characteristics of the Respondents
Table 1 presents the characteristics of the respondents according to sex, age, civil
status and educational attainment. The respondents were more or less equally distributed
in terms of sex with the males slightly outnumbering the females. They were also more
or less equally distributed in terms of the two age brackets used in the study with those 31
years or older slightly outnumbering those who were 30 years old or younger. Majority
(81.25%) was married and all had formal education.
Table 1. Characteristics of the respondents
CHARACTERISTICS NUMBER
OF PERCENTAGES
RESPONDENTS
Gender
Male
43
53.475
Female
37
46.254
TOTAL
80
100.00
Age
30 and below
37
46.25
31 and above
43
53.75
TOTAL
80
100.00
Civil Status
Single
15
18.75
TOTAL 80
100.00
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
11
Table 1. continued
CHARACTERISTICS NUMBER
OF PERCENTAGES
RESPONDENTS
Educational Attainment
Elementary level
36
45.00
High school level
26
35.50
College level
18
22.50
TOTAL 80
100.00
Types of Mass Media Used
As shown in Table 2, the respondents used many mass media. These are
categorized as broadcast and print media. Broadcast media include radio, television and
internet while print media include newspaper, books, magazines and comics.
Results show that the mass media used, the radio is still number one since almost
all of the respondents at 96.25 percent listened to the radio (Figure 2). This is similar to
the findings of Anno (2003) that radio was the most common mass media channel used in
Mankayan, Benguet.
Television came in second with 61.25 percent (Figure3). Although with only a
few users among the respondents, it is noted that farmers are now accessing even the
internet. Those who claimed to be using the internet do so when they go to places with
internet access like La Trinidad or Baguio City.
For the print media, the most common is the newspaper but less than half (45%)
of the respondents read it (Figure 4).
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
12
It is also shown in Table 2 that between broadcast and printed media, the former
had more users than the latter. This may be attributed to accessibility. Over time, the
radio has already become a household fixture. With the advances in communications
technology, the television is also becoming one. On the other hand, printed media still
had to be brought to the locality. Respondents claimed that they usually borrowed
newspapers and magazines from neighbors or relatives while comics are those distributed
by health workers, barangay officials and government agencies as part of their
information campaigns.
Table 2. Types of mass media used
TYPES NUMBER
OF
PERCENTAGE
RESPONDENTS
Broadcast Media
Radio
77
96.25
Television
49
61.25
Internet
6
7.50
Print Media
Newspaper
38
45.50
Books/Pocketbook
21
26.25
Magazine
14
17.50
Comics
15
18.75
*Multiple responses
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
13
Figure 2. Respondent listening to the radio while washing clothes
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
14
Figure 3. Respondent watching television
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
15
Figure 4. Respondent reading newspaper
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
16
Types of Mass Media Used as Affected by
Characteristics
As affected by gender. Table 3 shows the mass media used by the respondents as
affected by gender. The ranking of mass media used in terms of number of users was the
same for both male and female. This means that the use of all types of mass media in this
study is not affected by gender
As affected by age. Table 4 shows the mass media used by the respondents as
affected by age. Although there were differences in number, the ranking of mass media in
terms of users was the same for both age brackets. This implies that the use of all types
of mass media in this study is not affected by age.
As affected by civil status. Table 5 shows the mass media used by the
respondents as affected by civil status. There are slight differences in the ranking of mass
media in terms of users grouped according to civil status but statistical analysis shows
that the differences are not significant. The use of mass media is not affected by civil
status.
As affected by educational attainment. Table 6 shows the mass media used by
the respondents as affected by educational attainment. In using mass media, the audience
does not require to the literate. There are slight differences in the ranking of mass media
used in terms of users grouped according to educational attainment but the differences are
not statistically significant. The use of mass media is not affected by educational
attainment.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
17
Table 3. Types of mass media used as affected by gender
TYPES OF
GENDER
MASS
FEMALE
MALE
MEDIA
Number Percentage Number Percentage
Broadcast Media
Radio
35
43.75
42
52.50
Television
26
32.50
23
28.75
Internet
3
3.75
3
3.75
Print
Media
Newspaper
17
21.25
21
26.25
Book
11 13.75 10 12.5
Pocketbook
Magazine
8
10.00
6
7.50
Comics
8
10.00
5
6.25
*Multiple responses
Pearson chi2 (6) =2.2486
Pr=o.895
Table 4. Types of mass media as affected by age
TYPES OF
AGE BRACKETS
MASS
30 AND BELOW
31 AND ABOVE
MEDIA
Number Percentage Number Percentage
Broadcast Media
Radio
37
46.25
40
50.00
Television
22
27.50
27
33.75
Internet
4
100.00
2
2.50
Print Media
Newspaper
22
27.50
16
20.00
Book
12
100.00
9
11.25
Pocketbook
Magazine
8
10.00
6
7.50
Comics
8
10.00
6
7.50
*Multiple responses
Pearson chi2 (6) =3.0205
Pr=0.806
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
18
Table 5. Types of mass media used according to civil status
TYPES OF
CIVIL STATUS
MASS MEDIA
SINGLE
MARRIED
Number Percentage Number Percentage
Broadcast Media
Radio
14
17.50
63
78.75
Television
11
13.75
38
45.50
Internet
4
5.00
2
2.50
Print Media
Newspaper
9
11.25
29
36.25
Books
- 10.00 13
16.25
Magazine
6.25
11.25
Comics
6.25
9
12.50
10
*Multiple responses
Pearson chi2 (6) =5.7155
Pr=0.456
Table 6. Types of mass media used according to educational attainment
TYPES EDUCATIONAL
ATTAINMNET
OF MASS
ELEMENTARY
HIGHSCHOOL
COLLEGE
MEDIA
(n=36)
(n=26)
(n=18)
Number Percentage Number Percentage Number Percentage
Broadcast
Media
Radio
35 97.22 26 100.00 16 89.00
Television
6 16.67 12 46.00 8 44.00
Internet - - 2
8.00
4
22.00
Print
Media
Newspaper
15 41.67 12 46.00 11 61.00
Book/
2 16.67 5 19.00 14 78.00
Pocketbook
Magazine 4 11.00 11 19.00 5 28.00
Comics 6 17.00 4 15.00 4 22.00
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
19
Reasons for Using Broadcast Media
As shown in Table 7, the reasons for using broadcast media are to get information
and to be entertained. All the respondents indicated entertainment as reason although
majority still used broadcast media to get information.
This supports the study of Anno (2003) where respondents in Mankayan, Benguet
listened to Radyo Natin FM Buguias for entertainment and to gain information.
Moreover, the reasons for preferring broadcast media as shown in Table 8 are the
perceived advantages of each medium. These include their being cheaper, handy, etc.
Table 7. Reasons for using broadcast media
REASONS BROADCAST
MEDIA
RADIO (N=77)
TELEVISION (n=49)
INTERNET (n=6)
Number
Percentage
Number
Percentage
Number Percentage
To get
50 65.00 33 67.00 6 100.00
information
To be
77
100.00
49
100.00
6
100.00
entertained
*Multiple responses
Table 8. Reasons for preferring broadcast media
REASONS BROADCAST
MEDIA
RADIO (n=77)
TELEVISION (n=49)
INTERNET (n=6)
Number
Percentage
Number
Percentage
Number Percentage
Cheaper 40
52.00 4
8.00 - -
Handy 47
61.00
2
4.00
- -
Gives more
43
55.80
31
63.00
6
100.00
information
Wider
32
40.00
25
51.00
6
100.00
coverage
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
20
Table 8. continued…
REASONS BROADCAST
MEDIA
RADIO (n=77)
TELEVISION (n=49)
INTERNET (n=6)
Number
Percentage
Number
Percentage
Number Percentage
Easy to
35
42.00
15
19.00
4
67.00
understand
Uses local
5
7.00
-
-
-
-
dialect
Gives timely
7
9.00
2
4.00
6
100.00
information
*Multiple responses
Reasons for Using Print Media
Table 9 presents the reasons for using print media (newspapers, comics,
magazines, books or pocketbook). The findings show that these were used also to get
information and to be entertained. All print media were used by a majority of the
respondents both for getting information and entertainment except for comics, which is
used, for getting information only by 47 percent.
These are similar to the study of Magalgalit (2005), where most of the drivers in
Baguio City and in La Trinidad, Benguet read tabloid newspapers to be informed AND to
be entertained especially while waiting for their turn to load passengers.
Reasons for preferring print media are shown in Table 10. Respondents prefer
newspapers and or magazines because it is handy; comics, because the respondents easily
understand it; and books, because it gives more information. Differences in reasons for
preferring a printed media are statistically significant.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
21
Kinds of Information Acquired From Broadcast Media
Table 11 and Table 12 shows the information acquired from broadcast and print
media. Statistical analysis indicates that the differences in these tables are very
significant.
From the radio, the leading information acquired was on agriculture. This was
followed by health, vegetable prices and weather condition. From television, health was
followed by agriculture then vegetable prices. All internet users acquired information on
agriculture, health and news.
Table 11. Kinds of information acquired from broadcast media
KINDS OF
BROADCAST MEDIA
INFORMATION
RADIO
TELEVISION
INTERNET
(n=77)
(n=49)
(n=6)
Number
Percentage Number
Percentage Number Percentage
Agriculture 77
100.00
21
42.80
6
100.00
Health
65 84.40 37 75.50 6 100.00
Vegetable
price 61 79.20 10 20.40 -
-
Current events
43
55.80
8
16.30
6
100.00
Cooking tips
7
9.00
3
6.10
3
50.00
Weather
59 76.60
8 10.30 -
-
condition
Politics 39
50.60
8
16.3
2
33.3
Showbiz 40
51.90
2
4.00
-
-
Words of God
3
3.80
2
4.00
-
-
*Multiple responses
Pearson chi2 (16) =40.1540
Pr=0.001
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
22
Table 9. Reasons for using print media
REASONS PRINT
MEDIA
NEWSPAPERS(n=38)
COMICS (n=15)
MAGAZINES (n=14)
BOOKS (n=21)
Number
Percentage
Number Percentage Number Percentage Number Percentage
To get
38 100.00 7 47.00 10 71.00 20 95.00
information
To be
28
74.00
15
100.00
14
100.00
14
67.00
entertained
*Multiple responses
Table 10. Reasons for preferring print media
REASONS PRINT
MEDIA
NEWSPAPER(n=38)
COMICS(N=15)
MAGAZINE (n=14)
BOOK (n=21)
Number
Percentage Number Percentage Number Percentage Number Percentage
Cheaper 29
76.30
6 40.00
7 50.00 13 61.90
Handy
36
94.70 10 66.60 11 78.50 11 52.30
Gives more
34
89.40
7 46.60
3 21.40 20 95.20
information
Wider
23
60.00
4 26.60
2 14.20
9 42.8
coverage
Easy to
19
50.00
15
100.00
2
14.20
16
76.10
understand
Gives timely
-
-
5
33.30
-
-
7
33.30
information
*Multiple responses
Pearson chi2 (15) = 30.6514
Pr=0.000
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
23
Kinds of Information Acquired From Print Media
The kinds of information acquired from print media are likewise shown in Table
12. From newspapers, leading information was on politics, followed by news and
agriculture. From magazines, leading information was on health then agriculture.
Frequency of Using Broadcast Media
Table 13 shows the frequency of the respondents in using broadcast media.
Majority of the respondents (74.2%) listened to the radio everyday. It shows that less
than 20% of respondents listened to the radio once a week and less than 20% listened to
the radio once a month. Half of the television respondents watched TV once a week
(38.77%), slightly less than half watches once a month (34.69%) and only 26.5%
watched daily. Most of the respondents surfed the internet once a month.
The statistical analysis shows significant differences among the respondents’
frequency of using broadcast media.
The findings showed that the radio is used on a regular basis since the farmers can
carry it to their work and they said that they can work while listening to it. While the
respondents watched once a week, if they have films to watch and if their dream satellite
has load.
Frequency of Using Print Media
Table 14 presents the frequency of using print media. Slightly more than half of
newspaper readers used it once a month, less than used it once a week and on a regular
basis. Almost all of the respondents read magazines and comics once a month.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
24
Books were read by half of the respondents daily. Statistical analysis indicates that these
differences are highly significant.
Table 12. Kinds of information acquired from print media
KINDS OF
PRINT MEDIA
INFORMATION
NEWSPAPER
MAGAZINE
COMICS
BOOKS
No. % No. % No. % No. %
Agriculture
16
42.10 2
14.20 6
40.00 7
33.30
Health
13
34.20 4
28.50 6
40.00 4
28.50
News
17 44.70
1 2.80
1 4.70
- -
Cooking
tips 2 5.20
2 14.20
8 38.00
- -
Weather
6 15.70
1 2.80
1 4.70
- -
condition
Politics
19
50.00 3
20.00 1
4.70 -
-
Showbiz
4 10.50
6 40.00
- - - -
Words
of
God
1 2.80
6 40.00
4 19.00
- -
*Multiple responses
Table 13. Frequency of using broadcast media
FREQUENCY BROADCAST
MEDIA
RADIO(n=
77)
TELEVISION(n=49)
Internet(=6)
Number
Percentage
Number
Percentage
Number Percentage
Daily 57
74.20
13
26.50
-
-
Once a week
15
19.40
19
38.77
2
33.30
Once a month
5
6.40
17
34.69
4
66.60
TOTAL 77
100.00
49
100.00
6
100.00
Pearson
chi2
(6)
=30.6514
Pr=0.000
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
25
Table 14. Frequency of using print media
FREQUENCY PRINT
MEDIA
NEWSPAPER
MAGAZINE
COMICS
BOOKS
(n=38)
(n=14)
(n=14)
(n=21)
No. % No. % No. % No. %
Daily
3
7.90
- - - - 10
47.62
Once
a
week 15 39.90 3 21.43 5 33.33 4 19.00
Once
a
month 20 52.90 11 78.43 10 66.67 7 33.38
TOTAL
38 100.00
14 100.00
15 100.00 21 100.00
Pearson
chi2
(19)
=30.6514
Pr=0.000
Duration of Exposure to Broadcast Media
The duration of exposure to broadcast media is shown in Table 15. A total of 19
or 24.67% of the respondents listened to the radio for more than four hours in one sitting.
They said that they spent those hours for listening to news in the morning and in the
evening. The rest were for drama and music. Most of the respondents watched television
for 1:10-2 hours or if they finished watching a movie. Most internet users surfed the
internet for 2:01- 3 hors.
This corroborates the study of Panares (1988) that at least four out of five
Filipinos listen to the radio for about three hours a day in five to six weeks.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
26
Table 15. Duration of exposure to broadcast media
DURATION BROADCAST
MEDIA
RADIO(n=77)
TELEVISION(n=49)
INTERNET(n=6)
Number Frequency
Number Frequency
Number Frequency
Less than
12 15.58 7 14.28 - -
1hour
1:01-2hours
11 14.30 25 51.00 2 33.30
2:01-3hours
12 15.58 10 20.41 4 66.60
3:01-4hours
7 9.00 3 6.12 - -
4:01-5hours 16 20.77 4 8.16
-
-
More than
19 24.67 -
-
-
-
5hours
Duration of Exposure to Print Media
Table 16 presents the duration of exposure to print media. Majority of the
respondents read newspaper, magazine, comics and books for less than one hour. They
said that they chose only the part of the print media which they are interested in. Books
especially the bible were read by the respondents before sleeping
Long Term Duration of Exposure to Broadcast Media
Table 17 shows the long term duration of exposure to broadcast media. Majority
of the respondents stated to listen to the radio and watching television way before 2005.
Half of the internet user stated to surfed just in 2005.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
27
Table 16. Duration of exposure to print media
DURATION PRINT
MEDIA
NEWSPAPER
MAGAZINE
COMICS
BOOKS
(n=38)
(n=14)
(n=15)
(n=21)
No. % No. % No. % No. %
Less than
25 65.70 8 57.14 9 60.00 10 47.60
1hour
1:01-2hours 11 28.95 6 42.86 6 40.00 7 33.30
2:01-3hours
2
5.26
- - - - 4
19.10
TOTAL
38 100.00 14 100.00 15 100.00 21 100.00
Table 17. Long term duration of exposure to broadcast media
TIME BROADCAST
MEDIA
RADIO
TELEVISION
INTENET
Number
Percentage
Number
Percentage
Number Percentage
Before2005 76 98.70 26 53.00
-
-
2005 1
1.30
19
38.77
4
66.70
2006 -
-
4
8.16
2
33.30
TOTAL 77
100.00
49
100.00 6 100.00
Long Term Duration of Exposure to Print Media
Table 18 shows the long term duration of exposure to print media. Majority of
the respondents’ started reading newspapers, magazines, and books mostly before 2005.
Half of the respondents started to read comics before 2005.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
28
Table 18. Long term duration of exposure to print media
TIME PRINT
MEDIA
NEWSPAPER
MAGAZINE
COMICS
BOOKS
(n=38)
(n=14)
(n-15)
(n=21)
No.
% No. % No. % No. %
Before
29 76.31 9 64.30 7
46.67
18
85.71
2005
2005
7
9.00
3 21.40 6 40.00 3 14.29
2006
7
9.00
14 100.00 15 100.00 21 100.00
TOTAL 38
100.00 14 100.00 15 100.00 21 100.00
Information Needs of the Respondents
Table 19 shows the information needs of the respondents. It shows that the
leading information needs were: weather condition (88.75%), vegetable price (83.75%),
Agriculture (81.25%) and etc. They said that vegetable price is important so they will
know if they will harvest their plants or not. Agriculture includes farming practices, and
etc.
This supported the study of Gonzales (2005) where the respondents in La
Trinidad, Benguet preferred agricultural programs. Balanggoy (2005) where the farmers
in Pandayan, Mountain Province needs information on controlling pest and diseases,
vegetable production and etc.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
29
Table 19. Needed information from mass media
KINDS OF
BROADCAST AND PRINT MEDIA
INFORMATION
Number
Percentage
Agriculture 65
81.25
Vegetable price
67
83.75
New technology
59
83.75
Current issues
56
70.00
Showbiz
40
50.00
Politics
43
70.00
Weather condition
71
88.75
Public service
61
76.25
Commodity price
31
38.75
Oil price
23
28.75
Health 61
76.25
Family planning
13
16.25
Cooking tips
7
8.5
Words of God
25
31.25
*Multiple responses
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
30
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study on mass media habits of the farmers of Baragay Dalipey, Bakun,
Benguet and barangay Poblacion, Kibungan, Benguet from year January 2006 to
December 2006 was conducted to determine the farmers’ socio-demographic profile, to
identify the mass media used by the farmers, to determine their reasons for using a
particular type of mass media, to determine the information they acquired from using
mass media, to determine their frequency of exposure to mass media, and to determine
the information needs of the farmers.
Interview schedule was used to gather data. There were 80 farmer- respondents
who were chosen though quota sampling. Fifty farmers were from Barangay Dalipey,
Bakun, Benguet and 30 farmer respondents from Barangay Poblacion, Kibungan,
Benguet.
Slightly more than half of the respondents belonged to the age range of 31 and
above. More than half of the respondents were male, majority were married and mostly
were elementary graduates.
Of all mass media used by the farmers, more than half of the respondents used the
radio and television. The rest were used by less than half of the respondents.
Agriculture was the leading information that the respondents acquired from the
radio, health on television; agriculture, new technology, health and news were the leading
information on internet. On print media, politics was the leading information acquired
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
31
from the newspapers, showbiz on magazines, agriculture and health on comics;
agriculture and the words of God from books.
Almost three fourths of the respondents listened to the radio everyday. One
fourth of the respondents watched television once a week and most internet users surfed
the internet once a month. Majority of the respondents used newspaper, magazine, and
comics once a month, while books, which include pocketbook and the Bible, were read
by slightly more than half of the respondents.
Broadcast media were used by the respondents for more than five hours for the
radio and from 1:01-2hours for television. Majority of the respondents use the print
media for less than an hour. They read it more in the morning and in the evening.
Majority of the respondents started listening to the radio and watching television
before 2005. One-half of the six internet users started to use it in 2005. Majority of the
respondents read print media before 2005.
Agriculture,
vegetable
prices and weather conditions were the respondents’
information needs for broadcast and print media.
Conclusions
Based on the results, the following conclusions were derived:
1. Many of the respondents used more than one of the different mass media but
the most commonly used were the radio, television and newspaper.
2. Mass media were used mainly by the respondents for entertainment.
3. Drama and agricultural issues from the radio were the most liked by the
respondents.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
32
Recommendations
1. More agricultural issues should be tackled on radio, television and newspaper
since these are the media most commonly used by the farmers.
2. Developmental messages may be incorporated in radio dramas since these are
most liked by the respondents.
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
33
LITERATURE CITED
Anno, J.B. 2003. Listenership of Radyo Natin FM Buguias in Three barangays of
Mankayan, Benguet. BS Thesis. Benguet State University. Pp.19
Magalgalit, E.C.Jr.2005. Tabloid Readership Among the Jeepney Drivers in Baguio City
and La Trinidad, Benguet. BS Thesis. Benguet State University. Pp. 20-23
Gonzales, M.V.2005. The Potential of VIACOMM as a means of Communication for
Agricultural Development in LA Trinidad. BS Thesis. Benguet State University. Pp. 9
Kingat. J.S. 2003. Internet Use for Instruction in Benguet State University. BS Thesis.
Benguet State Universiuty.
Balanggoy, M.P. Radio Programs and Station Preferences of AM Band Listenrs in
Pandayan, Tadian Mountain Provimce. BS Thesis. Benguet State University. Pp. 19
Panares, R.T. 1988. Broadcast Media at the Crossroads. In Philippine Communication:
An Introduction (C. Maslog) Ed.).
Q.c. New Day Publishing, Manila. Pp.217-218
Cid, J.A. and Edwards, G.S. 1990. A Study on the Effectivity of Television
Advertisements With Children as Subscribers as Perceived by the Fourth Year Mass
Communication Students of Saint Luois University. BS Thesis. Saint Louis University.
Corpuz, M.L.!990. Sex Roles of Models in Television Advertising: It’s Effects on Saint
Luios University Commerce Students’ Purchase Intention. BS Thesis. Saint Louis
Universitry
Ogsaen, J.A. 2003. Perceptions on Programs of Sky 12 in the Five Barangays of Baguio
City. BS Thesis. Benguet State University, 2003
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
34
APPENDIX: INTERVEIW SCHEDULE
A. S0CIO-DEMOGRAPHIC PROFILE OF THE RESPONDENTS
1. Name:
Age:
Sex:
2. Civil Status:
Single:
Married:
3. Educational Attainment
__________Elementary
__________High School
__________College
__________Others, pls.specify
B. What are the mass media do you use?
_____________Radio
_____________Television
_____________Newspaper
______________Books/pocketbook
______________Magazine
______________Comics
______________Internet
C. What are your reasons in using these mass media?
Cheaper
Handy
Wide
More
Easy to
Others,pls.
coverage
information understand specify
Radio
Television
Newspaper
Books/
Pocketbooks
Magazine
Comics
Internet
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
35
D. What is the information you acquired from using mass media?
Agriculture New
Health Current Showbiz Politics Others,pls.
Technology
issues
specify
Radio
Television
Newspaper
Books/
Pocketbooks
Magazine
Comics
E.1. How often do you use these mass media?
Once a day
Once a month
Once a year
Others,pls.
specify
Radio
Television
Newspaper
Books/
Pocketbooks
Magazine
Comics
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
36
E.2. Duration of Exposure to Mass Media
1-2hours 2-3hours 3-4hors More
than
5
Others, pls.
hours
specify
Radio
Television
Newspaper
Books/
Pocketbooks
Magazine
Comics
Radio
E.3. When did you start using these mass media?
Last year
Last month
These year
Others,pls.
specify
Radio
Television
Newspaper
Books/
Pocketbooks
Magazine
Comics
Internet
E. What are the information do you need?
____________Agriculture
____________New technology ____________Showbiz
____________Others, pls. specify
____________Health
____________Weather condition
____________Public service
____________Cooking tips
____________Politics
Mass Media Habits of the Farmers of Baraangay Dalipey, Bakun, Benguet and in Barangay
Poblacion, Kibungan, Benguet / Florenda A. Aboen. 2007
Document Outline
- Mass Media Habits of the Farmers of
Baraangay Dalipey, Bakun, Benguet and in Barangay Poblacion, Kibungan, Benguet
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDIX