BIBLIOGRAPHY SAWASI, ZENY W. MARCH...

BIBLIOGRAPHY

SAWASI, ZENY W. MARCH 2008. Mass Media Habits of Atok National High
School-Annex. Benguet State University, La Trinidad, Benguet
Adviser: Anna Liza B. Wakat,BSc
ABSTRACT

A study on mass media habits of Atok National High School-Annex students was
conducted to determine the student’s socio- demographic profile; identify the mass media
used by the students; determine the frequency and length of exposure to mass media;
determine the students’ reasons for using the mass media; determine the information they
acquired from mass media; identify the problems encountered by the students in using the
mass media; determine the most preferred mass media of the students; and determine the
information needs of the students. Interview schedule was used to gather the data from 60
student respondents who were chosen through quota sampling.

Majority of the respondents were female and belonged to age range of 15-17
years old. All of the respondents were single and majority of them were Roman Catholic.

The respondents used mass media such as book, radio, newspaper, magazine,
television and internet. Majority of the respondents used book, radio and television
everyday and used newspaper, magazine and internet once a month. Book, radio,
newspaper, magazine and internet were mostly used by the respondents for less than one
hour and watched television for one to two hours. Most of the respondents use them to be
entertained and to be informed.

Crimes and politics were the leading information that the respondents acquired
from radio, television, and newspaper; topics related to school from book and internet;
and health and cooking tips from magazine. The leading problem encountered by the
respondents in using the mass media was the cost wherein they said that it was expensive.
Most of the respondents preferred television because it can be viewed and it is available
at their home. Academic information, current events (crimes, politics), weather condition
and public service announcement were the respondents’ leading information needs.

It is concluded that the students are single and within the age range of regular
high school. They used more than one mass media and the most commonly used were
book, radio and television. The respondents acquired information about current events,
weather condition and public service announcement. They used mass media to for
information, entertainment and for school requirements. Cost is the main problem
encountered by the students in using the mass media. The most preferred media is
television because it can be viewed and almost all of them have it at home. They needed
academic information and information on current events and weather condition.
It is recommended that more academic information and information on current
events and weather condition should be aired on television since this is the mass media
preferred by the students; teachers should design alternative activities to encourage more
students to use mass media; and further study should be conducted in nearby schools to
see the difference.

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TABLE OF CONTENTS

Page

Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
INTRODUCTION

Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Scope and Limitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
REVIEW OF RELATED LITERATURE
Frequency and Length of Exposure in Using Mass

Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Reasons for Using Mass Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Information Acquired from Mass Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Problems in Using Mass Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Information Needs of Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
METHODOLOGY

Locale and Time of Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
iii

Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
RESULTS AND DISCUSSION

Types of Mass Media Used by ANHS- Annex Students . . . . . . . . . . . . . . . . . 12

Types of Mass Media Used According to Year Level . . . . . . . . . . . . . . . . . . . 13

Types of Mass Media Used According to Sex . . . . . . . . . . . . . . . . . . . . . . . . . 13

Types of Mass Media Used According to Age . . . . . . . . . . . . . . . . . . . . . . . . 15

ANHS- Annex Students’ Frequency of Using Mass Media . . . . . . . . . . . . . .
15

ANHS- Annex Students’ Length of Exposure to Mass Media . . . . . . . . . . . . 17

ANHS- Annex Students’ Reasons for Using Mass Media . . . . . . . . . . . . . . . 18

Kinds of Information Acquired by ANHS- Annex Students

from Mass Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Problems Encountered ANHS- Annex Students when Using
Mass Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 20

ANHS- Annex Students Preferred Mass Media . . . . . . . . . . . . . . . . . . . . . . .. 22

ANHS- Annex Students Reasons for Preferring Mass Media . . . . . . . . . . . . . 23

Information Needs of ANHS- Annex Students . . . . . . . . . . . . . . . . . . . . . . . . 25
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
.

Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
30
APPENDIX: Interview Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

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INTRODUCTION

Rationale

Mass media is said to be the mirror of a changing society. Mass media like
newspaper, radio, television and magazine are considered means of reaching a very wide
public audience. They play important roles in the community. They are not just important
in spreading information; they also bring leisure and entertainment and they motivate the
audience.

Whitney (1975) averred that media have survived by specializing, by
fragmenting, by seeking smaller and specific audiences that they can serve, parts of the
mass. Not only is the massiveness of television and exotic new forms approaching, but
newspapers, movies, magazines and books are present still, plus imaginative array of
hybrid media also demanding attention. The mass media’s accuracy, quality and
independence of special interests are the criteria that affect the mass media habits of the
people.

Students, for example, can learn not only through the knowledge and information
they learn from their teacher inside the classroom but also through other means. They can
acquire some other information from the newspaper, books, radio, television and internet
depending on the media which they want to use.

Like in other schools, Atok National High School-Annex with 1,320 students
enrolled for the school year 2007-2008 students use different mass media. It is 29
kilometers away from Baguio City and is one if the schools among the three secondary

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schools in the municipality of Atok. Therefore, it is necessary to assess and evaluate the
mass media habits of ANHS-Annex students.

Statement of the Problem

This study aimed to describe the mass media habits of Atok National High
School-Annex students. Specifically, it intended to answer the following questions:
1. What are the socio-demographic characteristics of the students?
2. What mass media materials are used by the ANHS- Annex Students?
3. What is the frequency and length of exposure of the students to mass media?
4. What are the students’ reasons for using the mass media?
5. What information did they acquire from the mass media?
6. What are the problems encountered by the students in using the mass media?
7. What is the most preferred mass media of the students?
8. What are the information needs of ANHS-Annex students?

Objectives of the Study

This study sought to identify the mass media habits of Atok National High
School-Annex students. Specifically, it aimed:
1. To determine the socio-demographic characteristics of the students;
2. To identify the mass media materials used by ANHS-Annex students;
3. To determine the frequency and length of exposure to mass media;
4. To determine the students’ reasons for using the mass media;
5. To determine the information they acquired from the mass media;

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6. To identify the problems encountered by the students in using the mass media;
7. To determine the most preferred mass media of the students;
8. To determine the information needs of ANHS-Annex students.

Importance of the Study

Results of the study may be used by the Atok National High School-Annex for
designing alternative learning strategies for the students and may also help for future
further researches about mass media.

Scope and Limitation of the Study

This study was limited to the mass media habits of Atok National High School
students. The study was conducted on November to December 2007. The period of mass
media usage was not included during the interview with the students so it was possible
that students considered different periods (last year, 6 months ago, at present) when they
gave their answers.

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REVIEW OF LITERATURE

Frequency and Length of Exposure in Using Mass Media
Kingat (2003) cited that majority (82.27%) of the respondents in BSU claimed
they use internet when the need arises. This is when there are assignments to do requiring
references.
Farmers of Dalipey, Bakun, and Poblacion, Kibungan, Benguet listened to the
radio everyday (74.2 %), once a week (20%) and once a month (20%).The rest (24.67%)
listened more than four hours in one sitting. Most of them watched television daily
(26.5%), once a week (38.77%) and once a month (34.69%) for 1-2 hours or if they
finished watching a movie. Most of them surfed the internet for 2-3 hours once a month.
Majority read newspapers, magazines, comics and books for less than 1 hour. Slightly
more than half of the 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. Books were read by half of the respondents daily (Aboen, 2007).
Majority of the Bachelor of Science in Development Communication students of
Benguet State University listened to radio daily (70%); twice a week (15%); and four
times a week (2.5%) (Balting, 2007).

Reasons for Using Mass Media

Magalgalit (2005) stated that most jeepney drivers read newspapers to be
informed or at the same time to learn (83.33%) and others (73.33%) also read just to be
entertained or to counter their boredom while waiting their turn to load passengers.

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Radio listeners in Sagubo, Kapangan, Benguet claimed that the radio programs
inform (91.11%), entertain (88.88%) and 19 % claimed that the radio program served as
their clock, encouraged them to work harder especially if the aired vegetable prices are
high, thus making their work lighter and help relieve their body pains (Libag, 2003).

According to Dawiguey (2004), listeners of Radyo ng Bayan- Bontoc listened to
radio programs because it informed (96%) and it entertained (18%) them.

Most of the jeepney drivers in La Trinidad, Benguet listened to radio to be
entertained (68%); to be informed (18%); and it has clear signal (2%) (Langpawen,
2007).

Information Acquired From Mass Media

News and public service announcement (58%); agriculture (24%) and livelihood
(18%) were the information that the respondents in Barangay Palina, Kibungan, Benguet
got from radio programs (Paulino, 2004).

According to Bugtong (2007), the information that the students in Benguet State
University acquired from broadcast media were general information and academic
information. General information includes politics, crimes and others while academic
information refers to those that are related to their courses in school.

Respondents in Barangay Tawangan and Barangay Lusod in Kabayan, Benguet
acquired information on agricultural information (55%); health (25%); livelihood projects
(20%); new technologies (20%); politics (15%); economics (10%); and showbiz (5%)
(Abag, 2005).

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Problems in Using the Mass Media

Tucdaan (2005) stated that the trainors at the Agricultural Training Institute
Cordillera Administrative Region (ATI-CAR) are not using much media because some of
them are very expensive and some were inappropriate to use.

Half of the respondents from Poblacion, Kibungan, Benguet claimed that the
length of the program, “Boses ti Farmers” is too short and one fifth said it is too long
(Allan, 2007).
Lomiwes (2007) stated that the problem of the farmers of Loo, Buguias, Benguet
in using mass media were: information in the print material was complicated wherein
some words were unfamiliar and difficult to understand (20%) and material was not
accessible (6.67%). On the other hand, none of the farmers claimed to have encountered
problems on radio.

Information Needs of the Respondents

Among the 50 respondents in Baguio City; 36% wanted to be informed about
health; 26% needed information about current issues; and 14% housekeeping. The rest
needed information about livelihood, sport, tourist, spots and events (Ogsaen, 2003).

The respondents from three barangays of Mankayan, Benguet claimed that they
need information on community issues (54.67%); health and nutrition like medical
updates, curative and preventive measures for diseases (53.33%); agriculture (30.67%)
specifically farming tips, swine production and current issues. On the other hand, most of
the teenager respondents enumerated topics such as student life (22.67%); teenage life
(9.33%); and entertainment news (sports and movies) (18.67%). Married female

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respondents also listed family life (14.6%) sex education (8.00%) and cooking tips
(6.67%) (Anno, 2003).

The farmers of Barangay Pacso, Kabayan, Benguet claimed that they needed
information on health (78%); animal raising (68%); and food processing (38%) (Pocdo,
2003).

According to Onnon (2005), cutflower growers in Barangay Alno and Barangay
Bahong, La Trinidad, Benguet needed information on controlling pests and diseases
(100%); fertilization (64%); and farm management (35%).

The listeners in Pandayan, Tadian, Mountain Province claimed that they needed
information on controlling pests and diseases (38%); vegetable production (32%);
environmental issues (20%); science and technology (16%); animal production (16%);
health and nutrition (14%); and orchard production (2%) (Balanggoy, 2003).

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METHODOLOGY

Locale and Time of the Study

The study was conducted in Atok, Benguet (Fig. 1). It is 29 kilometers away from
Baguio City, the Summer Capital of the Philippines.
Specifically, it was conducted at Atok National High School-Annex, Camp 30,
Caliking, Atok, Benguet with 1,320 students enrolled for the school year 2007-2008. The
school is 29 kilometers away from Baguio City, the Summer Capital of the Philippines. It
is one of the schools among the three secondary schools in the municipality of Atok. The
other schools are Atok National High School-Main and Saint Paul’s Academy which are
10 and 21 kilometers away respectively from Atok National High School Extension. It
was founded on June 26, 1990 with the help of parents and barangay officials who
decided to make a joint resolution requesting authorities concerned for the opening of
Atok National High School Extension.

The place was chosen as the study area because like in other school wherein
students use different mass media, the school needs assessment on the mass media habits
of students.

The study was conducted on November 2007 to December 2007.

Respondents of the Study

The respondents of this study were 60 students of Atok National High School-
Annex students. They were chosen using quota sampling. Fifteen students were taken
from every year level.

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Figure 1. Map of Benguet showing the location of the study

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Data Collection
An interview schedule was used in obtaining the data from the respondents. The
questions were simplified and some were translated to Ibaloi during the interview which
was personally conducted by the researcher.

Data Gathered

The data gathered were the mass media used by the respondents, frequency and
length of exposure to mass media, reasons for using mass media, information acquired
from mass media, problems encountered from using the mass media, and their
information needs.

Data Analysis
The data gathered from the respondents were consolidated, tabulated and
analyzed using percentages, frequency counts, mean and ranking.

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RESULTS AND DISCUSSION

Socio-Demographic Profile of ANHS- Annex Students
Table 1 presents the respondents’ socio-demographic profile in terms of sex, age
and religion. Almost three-fourths (70%) of the respondents were female and majority
(63.33%) belonged to the age range of 15-17 years old. Majority (56.67%) of the
respondents were Roman Catholic while the others were Baptist, Pentecost, UCCP, Bahai
Faith or Seventh Day Adventist.

Table 1. Socio-demographic profile of ANHS-Annex students

CHARACTERISTICS NO. OF RESPONDENTS PERCENTAGE

Sex

Female 42 70.00

Male 18 30.00
TOTAL 60 100.00
Age

12-14 22 36.67

15-17 38 63.33
TOTAL 60 100.00
Religion

Roman Catholic 34 56.67

Baptist 12 20.00

Pentecost 10 16.67

UCCP 2 3.33

Bahai Faith 1 1.67

Seventh Day Adventist 1 1.67
TOTAL 60 100.00

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Types of Mass Media Used by ANHS-Annex Students

Table 2 shows the types of mass media used by the respondents which include
book, radio, television, magazine and internet. Results show that majoriy of the
respondents used three or more mass media where book was the number one used by all
of the respondents. Some books they used contained different stories, inventions and
other information related to their topics or lessons in school. The next two leading mass
media mostly used by the respondents were radio (96.67%) and television (95%). Only 5
or 8.33% of the respondents used the internet. This is due to the absence of internet
connection in their community. They have to go to La Trinidad or Baguio City to use the
internet. Results show that printed media and the internet were least used by the
respondents.

This finding is similar to that of Bugtong (2007) where the leading mass media
mostly used by Benguet State University students were radio, book and television.

Table2. Types of mass media used by ANHS-Annex students
TYPES OF
MASS MEDIA NO. OF RESPONDENTS PERCENTAGE

Radio 58 96.67

Television 57 95.00

Newspaper 45 75.00

Magazine 32 53.33

Internet 5 8.33

*Multiple Response

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Types of Mass Media Used According to Year Level

Table 3 shows the types of mass media used by the respondents according to year
level. All of the respondents from all year level used book because most of the time, they
were required by their teacher to bring their textbooks to be able to relate easily to what is
being taught and they were also required to read other books aside from their textbooks.
It was also observed that all respondents from second and fourth year levels used
radio and television. For first and third year levels, radio ranked second. Internet was also
used by 2 or 13.13 % of respondents from the second years and only one each from first,
third and fourth year levels.

Table 3. Types of Mass Media Used According to Year Level
YEAR LEVEL
TYPES OF ______________________________________________________________
MASS MEDIA 1st Year (n=15) 2nd Year (n=15) 3rd Year (n=15) 4th Year(n=15) Total(n=60)
______________________________________________________________________
No. %** No. % ** No. %** No. % ** No. %**
Book 15 100.00 15 100.00 15 100.00 15 100.00 60 100.00

Radio 14 93.33 15 100.00 14 93.33 15 100.00 58 100.00

TV 13 86.67 15 100.00 14 93.33 15 100.00 57 100.00

Newspaper 12 80.00 10 66.67 9 60.00 14 93.33 45 100.00

Magazine 10 66.67 9 60.00 5 33.33 8 53.33 32 100.00

Internet 1 6.67 2 13.33 1 6.67 1 6.67 5 100.00

*Multiple Response
**Row Percentage

Types of Mass Media Used According to Sex

Table 4 shows the types of mass media used according to sex. Book ranked first

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for both male (100%) and female (100%) respondents. For the male respondents, second
was television (94.44%) followed by radio (88.89%). It was noted that for the female
respondents, both books (100%) and radio (100%) ranked first and second was both
television (95.24%) and newspaper (95.24%).

This implies that there is only a slight difference in the use of book, television,
and internet among male and female respondents. This supports the findings of Bugtong
(2007) wherein radio ranked first for both male and female respondents; for the female
respondents, second was book followed by television then newspaper; and for the males,
second was internet followed by television then books.

Table 4. Types of mass media used according to sex

SEX
_______________________________________________________
TYPES OF
MASS MEDIA MALE (n=18) FEMALE (n=42) TOTAL (n=60)
_______________________________________________________

No. %** No. %** No. %**
Book 18 100.00 42 100.00 60 100.00

Radio 16 88.89 42 100.00 58 100.00

Television 17 94.44 40 95.24 57 100.00

Newspaper 5 27.78 40 95.24 45 100.00

Magazine 2 11.11 30 71.43 32 100.00

Internet 2 11.11 3 7.14 5 100.00

*Multiple Response
**Row Percentage

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Types of Mass Media Used According to Age

Table 5 presents the mass media used by the respondents according to age. All
respondents from both age brackets used book. Radio (95.45%) and television (95.45%)
ranked second for 12-14 age bracket while radio (97.37%) ranked second followed by
television (94.74%) on 15-17 age bracket. Although there were differences in number,
the ranking of mass media in terms of users was almost the same for both age brackets.

Table 5. Types of mass media used according to age
AGE BRACKETS
TYPES OF ______________________________________________________
MASS MEDIA 12-14 (n=22) 15-17 (n=38) TOTAL (n=60)
______________________________________________________
No. %** No. %** No. %**

Book 22 100.00 38 100.00 60 100.00

Radio 21 95.45 37 93.37 58 100.00

Television 21 95.45 36 94.74 57 100.00

Newspaper 17 77.27 28 73.68 45 100.00

Magazine 13 59.09 19 50.00 32 100.00

Internet 2 9.09 3 7.89 5 100.00
*Multiple Response
**Row Percentage

ANHS-Annex Students’ Frequency in Using Mass Media

Table 6 shows the respondents’ frequency of using mass media. All of the
respondents read the book daily.

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Radio was also used by the respondents daily (79.31%) and some used it once a
week (22.41%). Majority of the respondents also used television daily (77.19%) and three
of them used it once a month.
The newspaper was also read by the respondents once a month (57.78%); once a
week (33.33%); and daily (8.89%). Most of the respondents used the magazine (46.88%)
and internet (100%) once a month.
Most of the respondents used the book, radio and television daily and used
newspaper, magazine and internet once a month. This support the findings of Bugtong
(2007) that most of the students in BSU used radio and television daily and more than
one fourth of them used print media once a week.

Table 6. ANHS-Annex students’ frequency of using mass media
FREQUENCY
TYPES OF ______________________________________________________
MASS MEDIA Daily Once a Once a Once a
week month year
______________________________________________________
No. % No. % No. % No. %
Book (n=60) 60 100.00 - - - - - -

Radio (n=58) 46 79.31 22 22.41 - - - -

Television (n=57) 44 77.19 10 17.54 3 5.26 - -

Newspaper (n=45) 4 8.89 15 33.33 26 57.78 - -

Magazine (n=32) 3 9.38 9 28.13 15 46.88 5 15.63

Internet (n=5) - - - - 5 100.00 - -

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ANHS-Annex Students’ Length of Exposure to Mass Media

Table 7 presents the length of exposure to mass media. Majority of the
respondents read the book for less than one hour (66.67%) and only four of them read it
for 5-6 hours.
The respondents also listened to the radio for less than one hour (51.72%); 1-2
hours (29.31%); 3-4 hours (12.07%); and 5-6 hours (6.90%). Most of them watched
television for 1-2 hours (47.37%) and 3-4 hours (38.60%). They also read the newspaper
for less than one hour (88.89%) and 1-2 hours (11.11%).
Majority of the respondents read the magazine for less than one hour (93.75%)
and only two read it for 1-2 hours. All of the respondents who used internet used it for
less than one hour. This could be due to lack of internet connection in the community and
maybe because it is expensive and they lack time to go in La Trinidad or Baguio City to
surf the internet.

Table 7. ANHS- Annex students’ length of exposure to mass media

DURATION OF EXPOSURE
TYPES OF ____________________________________________________________________
MASS MEDIA Less than 1-2 hours 3-4 hours 5-6 hours Total
one hour

_____________________________________________________________________
No. % No. % No. % No. % No. %
Book (n=60) 40 66.67 9 15.00 9 11.67 4 6.67 60 100.00

Radio (n=58) 30 51.72 17 29.31 7 12.07 4 6.90 58 100.00

Television (n=57) 6 10.53 27 47.37 22 38.60 2 3.50 57 100.00

Newspaper (n=45) 40 88.89 5 11.11 - - - - 45 100.00

Magazine (n=32) 30 93.75 2 6.25 - - - - 32 100.00

Internet (n=5) 5 100.00 - - - - - - 5 100.00

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Majority of the respondents read book, newspaper and magazine, listened to radio
and used the internet for less than one hour. Most of the respondents watched television
for 1-2 hours. This supports the findings of Aboen (2007) that respondents in Kibungan,
Benguet watched television for 1-2 hours.

ANHS-Annex Students’ Reasons for Using Mass Media

Reasons for using mass media are presented in Table 8. The leading reason for
using the mass media except radio was to be informed. For radio, the leading reason was
to be entertained followed by to be informed because as they said, they spent more time
in listening to music on FM stations than in listening to news or commentaries aired on
AM stations. Some also reasoned out that they used the mass media for school
requirement especially the book because most of the time, they were required by their
teachers to read other books aside from their textbook. Same with newspaper, 14 or
31.11% of the respondents read it only if they were required by their teacher to read it.
But for most of the media, many of the students used them primarily to be informed and
to be entertained.
These support the findings of Bugtong (2007) that the main reasons of BSU
students in using broadcast and print media were: to be informed and to be entertained.

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Table 8. ANHS-Annex Students’ Reasons for Using Mass Media
REASONS
TYPES OF __________________________________________________________
MASS MEDIA To be To be For school
Entertained informed Requirement
__________________________________________________________
No. % No. % No. %
Book (n=60) 4 6.67 36 60.00 21 35.00

Radio (n=58) 35 60.34 30 51.72 9 15.51

Television (n=57) 34 59.65 36 63.16 10 17.54

Newspaper (n=45) 6 13.33 28 62.22 14 31.11

Magazine (n=32) 13 40.63 15 46.88 10 22.22

Internet (n=5) 1 20.00 3 60.00 1 20.00

*Multiple Response

Kinds of Information Acquired by ANHS- Annex Students from Mass Media

Table 9 shows the kinds of information acquired from mass media. From radio,
television and newspaper, the leading information was on crimes and politics. From radio
and television, the next leading information was on public service announcement
followed by weather condition. The second leading information from newspaper was
weather condition followed by stories about celebrities.
Topics related to their lessons in school were also the information they got from
book and internet. On magazine, 32 or 100% of the respondents got information for
health and cooking tips.
The result support the findings of Abag (2005) that respondents in Kabayan,
Benguet acquired information on information on agricultural information, health,
livelihood projects, new technologies, politics, economics and showbiz (Abag, 2005). It

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also supports the study of Paulino (2004) wherein she stated that news and public service
announcement, agriculture, and livelihood were the information that the respondents in
Barangay Palina, Kibungan, Benguet got from radio programs.

Table 9. Kinds of information acquired by ANHS- Annex students from mass media
INFORMATION
TYPES OF ______ _____________________________________________________
MASS MEDIA Weather Crimes Public Topics Showbiz Health and
condition and service related cooking
politics announce- to school tips
ments
____________________________________________________________
No. % No. % No. % No. % No. % No. %

Book (n=60) - - - - - - 60 100.00 - - - -

Radio (n=58) 35 60.34 40 68.97 39 67.24 - - 3 5.17 - -

Television (n=57) 37 64.91 46 80.70 40 70.18 1 1.75 11 19.30 - -

Newspaper (n=45) 6 35.56 39 86.67 2 4.44 - - 3 6.67 - -

Magazine (n=32) - - - - - - - - - - 32 100.00

Internet (n=5) - - - - - - 5 100.00 - - - -
*Multiple Response

Problems Encountered by ANHS- Annex Students when Using Mass Media

Problems encountered from using mass media are presented on Table 10. From
radio, television, newspaper, magazine and internet, the leading problem encountered by
the respondents was the cost wherein they said that it is expensive. From book, the
leading problem encountered was difficult to understand wherein the respondents said
that the words used are not simple enough to be understood. As a result, they do not
understand what they have read.

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On internet, the next leading problem was inavailability of internet connection. As
mentioned earlier, they had to go to Baguio City or La Trinidad to have access to the
internet. They also said that they have limited knowledge in using the internet.
The result supports the findings of Lomiwes (2007) that farmers from Loo,
Buguias, Benguet claimed that information in the print material was complicated wherein
some words were unfamiliar and difficult to understand (20%) and material was not
accessible (6.67%). On the other hand, none of the farmers claimed to have encountered
problems on radio. It also supports the study of Kingat (2003) that BSU students claimed
that they had difficulties in searching the internet because of limited knowledge on how
to use it.

Table 10. Problems encountered by ANHS- Annex students when using mass media
PROBLEMS
TYPES OF ______ ______________________________________________________
MASS MEDIA Expensive Difficult to Not Detailed Not Available
Understand
____________________________________________________________
No. % No. % No. % No. %

Book (n=60) 15 25.00 29 48.33 6 10.00 1 1.67

Radio (n=58) 13 22.41 13 22.41 11 18.97 4 6.90

Television (n=57) 24 42.11 9 15.79 6 10.53 4 7.02

Newspaper (n=45) 22 48.89 8 17.78 1 2.22 5 11.11

Magazine (n=32) 17 53.13 5 15.63 1 3.13 4 12.50

Internet (n=5) 5 100.00 - - - - 2 40.00

*Multiple Response

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ANHS- Annex Students’ Preferred Mass Media

Table 11 shows the mass media preferred by the respondents. The respondents
from ANHS-Annex preferred television (45%), book (28.33%), and radio (25%). Only
one of the respondents preferred newspaper. Newspapers were not preferred because
newspaper stands or vendors of newspapers were not available in the place. They need to
go to Baguio or La Trinidad to buy newspapers. This means that they have to travel for
about 45 minutes to 1 hour and spend about 35 pesos for the fare if they go to Baguio
City or travel for about 30-45 minutes and spend about 30 pesos for the fare if they go to
La Trinidad.

This supports the findings of Lomiwes (2007) that 20 % of the farmers in Loo,
Buguias, Benguet preferred radio and nobody mentioned or preferred printed materials.

Table 11. ANHS- Annex students’ preferred mass media
TYPES OF
MASS MEDIA NO. OF PERCENTAGE PERCENTAGE

Television 27 45.00

Book 17 28.33

Radio 15 25.00

Newspaper 1 1.67

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ANHS-Annex Students’ Reasons for Preferring Mass Media
Table 12 presents the reasons of the respondents for preferring mass media.
Respondents who preferred television reasoned out that they preferred television because
it can be viewed (74.07%); easy to understand (40.74%); gives more information
(25.93%) and available at their home (7.41%).

Radio was also preferred because of its availability at their home (66.67%); gives
more information (40.00%); and it is cheaper (40.00%).

Only one of the respondents preferred newspaper because as claimed by the
respondent, it is easy to understand.

Easy to understand, gives more information and availability were the leading
reasons of the respondents in preferring the mass media.

This supports the findings of Lomiwes (2007) that farmers of Loo, Buguias,
Benguet preferred radio because information were up to date and can be brought to their
garden.

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Table 12. ANHS-Annex students’ reasons for preferring mass media

REASONS FOR PREFERRING MASS MEDIA
PREFFERED _________________________________________________________________________________________________
MASS MEDIA Easy to Gives more Available Cheaper Helpful in It can be viewed
understand information their studies
_________________________________________________________________________________________________
No. % No. % No. % No. % No. % No. %
________________________________________________________________________________________________________________
Television (n=27) 11 40.74 7 25.93 2 7.41 - - - - 20 74.07

Book (n=17) 2 11.76 7 41.18 4 25.53 1 5.89 13 76.47 - -

Radio (n=15) 4 26.67 6 40.00 10 66.67 6 40.00 - - - -

Newspaper (n=1) 1 100.00 - - - - - - - - - -

*Multiple Response

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Information Needs of ANHS- Annex Students

Table 13 shows the information needs of the respondents. It shows that the
leading information needs were: academic information (40.00%), current events (crimes
and politics) (36.67%), weather condition (25%) and public service announcement
(13.33%).

This supports the result of the study of Ogsaen (2007) wherein she stated that
respondents in Baguio City wanted to be informed about health; current issues; and
housekeeping. The rest needed information about livelihood, sport, tourist, spots and
events.
It also supports the findings of Anno (2003) wherein she cited that respondents
from Mankayan, Benguet needed information on community issues (54.67%); health and
nutrition like medical updates, curative and preventive measures for diseases (53.33%);
agriculture (30.67%) specifically farming tips, swine production and current issues. On
the other hand, most of the teenager respondents enumerated topics such as student life
(22.67%); teenage life (9.33%); and entertainment news (sports and movies) (18.67%).
Married female respondents also listed family life (14.6%) sex education (8.00%) and
cooking tips (6.67%).

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Table 13. Information needs of ANHS- Annex students
INFORMATION NO. OF RESPONDENTS PERCENTAGE
Academic information 24 36.67
Current events (crimes, politics) 22 36.67
Weather condition 15 25.00
Public service announcement 8 13.13
Inventions and scientists 5 8.33
Health 3 5.00
Sports 1 1.67
*Multiple Response

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SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary

The study on mass media habits of Atok National High School-Annex students,
was conducted to determine the student’s socio- demographic profile, to identify the mass
media used by the students, to determine the frequency and length of exposure to mass
media, to determine the students’ reasons for using the mass media, to determine the
information they acquired from mass media, to identify the problems encountered by the
students in using the mass media, to determine the most preferred mass media of the
students and, to determine the information needs of the students.

Interview schedule was used to gather the data. There were 60 respondents chosen
using quota sampling. This was composed of fifteen students from each year level of
Atok National High School-Annex.

Most of the respondents were female and majority belonged to age range of 15-17
years old. All of the respondents were single and most of them were Roman Catholic.

The respondents used mass media such as book, radio, newspaper, magazine,
television and internet. All of them used book and only five of the respondents used
internet.

Majority of the respondents used book, radio and television everyday. Newspaper,
magazine and internet were also used mostly by the respondents once a month.

Book, radio, newspaper, magazine and internet were mostly used by the
respondents for less than one hour and watched television for one to two hours.

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For most of the media, many of the respondents use them to be entertained and to
be informed.

Crimes and politics were the leading information that the respondents acquired
from radio, television, and newspaper; topics related to school from book and internet;
and health and cooking tips from magazine.

The leading problem encountered by the respondents in using the mass media was
the cost wherein they said that it was expensive. For book, the leading problem was its
content wherein they said that it was difficult to understand.

Most of the respondents preferred television, followed by book then radio. Only
one of them preferred newspaper. The respondents’ main reasons for preferring television
were: it can be viewed and it is available at their home; book, it is helpful in their studies;
radio, available at their home; and newspaper, it is easy to understand.

Academic information, current events (crimes, politics), weather condition and
public service announcement were the respondents’ leading information needs.

Conclusions

Based on the results of the study, the following conclusions were derived:
1. All of the Atok National High School- Annex are single and within the age
range of regular high school.
2. Many of the students used more than one mass media and the most commonly
used were book, radio and television. Very few used the internet.
3. Most of the students used the mass media to get information about current
events (crimes, politics), weather condition and public service announcement.

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4. Mass media were used by the respondents for varied reasons: to be informed, to
be entertained and for school requirements.
5. Cost is the main problem encountered by the students in using the mass media.
6. The most preferred media was television because it can be viewed and almost
all of them have it at home.
7. Most of the students needed academic information and information on current
events and weather condition.

Recommendations

Based on the conclusions, the following recommendations were derived:
1. Aside from educational topics they read from books, more academic

information and information on current events and weather condition should be
aired on television since this is the mass media preferred by the students of Atok
National High School-Annex.
2. Teachers should design alternative learning strategies to encourage more
students to use mass media.
3. Further study should be conducted in nearby schools to see the difference.

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LITERATURE CITED

ABAG, M. T. 2005. Information Needs and Information Sources of the Residents of

Barangay Tawangan and Barangay Lusod in Kabayan, Benguet. BS

Thesis.Benguet State University. Pp. 16-17.

ABOEN, F. A. 2007. Mass Media Habits of the Farmers of Barangay Dalipey, Bakun and
in Barangay Poblacion, Kibungan, Benguet. BS Thesis. Benguet State
University. Pp. 23-26.

ALLAN, M. G. 2007. Listenership of the Program “Boses Ti Farmers” in Poblacion,

Kibungan, Benguet. BS Thesis. Benguet State University. Pp. 20.

ANNO, J. B. 2003. Listenership of Radio Natin FM Buguias in Three Barangays of

Mankayan, Benguet. BS Thesis. Benguet State University. Pp. 26-27.

BALANGGOY, M. P. 2003. Radio Pograms and Station Preferences of AM Band

Listeners in Pandayan, Tadian, Mountain Province. BS Thesis. Benguet State
University.
Pp.
19.

BALTING, G. P. 2007. Factors Affecting the Choice of Radio Station Among BS

Development Communication Students at Benguet State University. BS Thesis.

Benguet State University. Pp. 13.

BUGTONG, H. C. 2007. Mass Media Habits of Benguet State University Students, First

Semester 2006-2007. BS Thesis. Benguet State University. Pp. 27.

DAWIGUEY, A. G. 2004. Radio Program Preferences and Perceptions of Listeners on

Radyo ng Bayan- Bontoc in Five Barangays in Bontoc, Mountain Province. BS
Thesis. Benguet State University. Pp. 27.

KINGAT, J. S. 2003. Internet Use for Instruction in Benguet State University. BS Thesis.

Benguet State University. Pp. 14.

LANGPAWEN, D. C. 2007. Radio Station Preferences of Jeepney Drivers in La

Trinidad, Benguet. BS Thesis. Benguet State University. Pp. 14.

LIBAG, S. P. 2003. Radio Program Preferences in Sagubo, Kapangan, Benguet. BS

Thesis. Benguet State University. Pp. 24.

LOMIWES, J. T. 2007. Information Sources on Organic Farming of Farmers on Loo,

Buguias, Benguet. BS Thesis. Benguet State University. Pp. 18.

Mass Media Habits of Atok National H
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MAGALGALIT, E. C. 2005. Tabloid Readership Among the Jeepney Drivers in Baguio

City and La Trinidad, Benguet. BS Thesis. Benguet State University. Pp. 20-23.

OGSAEN, J.A. 2003. Perception on Programs of Sky 12 in Five Barangays of Baguio

City. BS Thesis. Benguet State University. Pp. 24.

ONNON, A. D. 2005. Information Sources, Needs and Preferences of Cutflower Growers
in Barangay Alno and Bahong, La Trinidad, Benguet. BS Thesis. Benguet State
University. Pp. 16.

PAULINO, N. L. 2003. AM and FM Station Listenership in Barangay Palina, Kibungan,

Benguet. BS Thesis. Benguet State University. Pp. 16.

POCDO, S. M. 2003. Attitudes and Perceptions of Farmers on BSU on the Air in

Barangay Pacso, Kabayan, Benguet. BS Thesis. Benguet State University. Pp. 21.

TUCDAAN, C.H. 2006. Media Preference of Trainors in Conducting Seminars and

Trainings at the Agricultural Training Institute Cordillera Region (ATI-CAR).

BS Thesis. Benguet State University. Pp. 16-17.

WHITNEY, F. C. 1975. Mass Media and Mass Communication in Society. California

State University, San Diego, Wm. G. Brown Company Publishers. Pp. 12-13,
82-83.

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APPENDICES

INTERVIEW SCHEDULE

A. SOCIO-DEMOGRAPHIC PROFILE OF THE RESPONDENTS

Name: ________________________ Civil Status: ______________

Age: _________ Year Level: ____________

Sex: __________ Religion: _____________

B. WHAT MASS MEDIA MATERIALS DO YOU USE?
________
Radio
________
Television
________
Newspaper
________
Books
________
Magazine
________
Internet

________ Others, pls. specify: ________________

C. 1. HOW OFTEN DO YOU USE THE MASS MEDIA?

Once
Once
Once
Only Others, pls.
Mass
Daily
a
a
a
when
specify
Media
week
month
year
needed
Radio

Television

Newspaper

Book

Magazine

Internet

Others:____

C. 2. LENGTH OF EXPOSURE TO MASS MEDIA
Mass
Less than
1-2
3-4
5-6
Others, pls.
Media
1 hour
hours
hours
hours
specify
Radio

Television

Newspaper

Book

Magazine

Internet

Others:_____

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D. WHAT ARE YOUR REASONS IN USING THE MASS MEDIA?

Mass
To be
To be
For school
Others, pls.
Media
Entertained
Informed
Requirement
specify
Radio

Television

Newspaper

Book

Magazine

Internet

Others:_____

E. WHAT INFORMATION DID YOU ACQUIRE FROM THE MASS MEDIA?
Mass Media
Pls. Check
A. Radio

-weather condition

-crime issues

-issues on politics
-public service announcement

-others, pls. specify: _____________ _________________
B. Television

-weather condition

-crime issues

-issues on politics
-public service announcement

-others, pls. specify: _____________ _________________
C. Newspaper

-weather condition

-crime issues

-issues on politics
-others, pls. specify: _____________ _________________
D. Book

-stories

-lessons/topics in school

-others, pls. specify: ____________
_________________
E. Magazine

-health and cooking tips

-others, pls. specify: _____________ _________________
F. Internet

-lessons/topics in school
_________________
-others, pls. specify: _____________

G. Others( pls. specify)_____________

_____________

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F. WHAT ARE THE PROBLEMS YOU ENCOUNTERED IN USING THE MASS
MEDIA?
Mass

Difficult to
Not
Not
Others, pls.
Media
Expensive
understand
detailed
available
specify

Radio

Television

Newspaper

Book

Magazine

Internet

Others:_____

G. WHAT MASS MEDIA DO YOU PREFER?
__________ Radio, why? ________________________________________________
__________ Television, why? ____________________________________________
__________ Newspaper, why? ___________________________________________
__________ Book, why? ________________________________________________
__________ Magazine, why? ____________________________________________
__________ Internet, why? ______________________________________________
__________ Others (pls. specify), why? ____________________________________

I. WHAT INFORMATION DO YOU NEED?
________________________________________________________________________
________________________________________________________________________
_____________________________________________________.

Mass Media Habits of Atok National H
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Document Outline

Mass Media Habits of Atok National High School-Annex.
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDICES