BIBLIOGRAPHY GAYOB, WELLINGTON T. APRIL 2010. Mass...
BIBLIOGRAPHY
GAYOB, WELLINGTON T. APRIL 2010. Mass Media Preference of the
Residents of Barangay Tawang, La Trinidad, Benguet on 2010 Election. Benguet State
University, La Trinidad Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
This study was conducted primarily to determine the mass media preference of
the respondents on 2010 election. Other factors were determine the socio-demographic
profile of the respondents; the mass media used by the respondents on information
regarding 2010 election; the frequency and length of exposure to the different sources of
information; the most preferred mass media by the respondents on information regarding
2010 election and to identify the problems encountered by the respondents in using mass
media.
An interview schedule was used to gather the information from 45 respondents
and they were chosen using purposive sampling technique. The respondents were 15
students, 15 out of school youth and 15 adults. Frequency counts, percentage and ranking
were used in analyzing the data.
Majority of the respondents were female, single and belong to the age bracket 18-
24 years old. In terms of employment, majority of the respondents were unemployed,
they will either housewives or students. For education, all respondents had formal
education.
Most of the respondents had used radio and television to get information on 2010
election.
As for frequency and length of exposure most of the respondents watched
television, listened to radio everyday for one to two hours. Some of the respondents read
newspaper and surfed the internet if only needed.
Television was the most preferred by the respondents because it is available, more
detailed on information, easy to understand, it can be viewed, more entertaining and less
expensive.
Most of the respondents mentioned that too much commercial was the most
problems encountered in the use of television. For radio, most of the respondents stated
that the information was not detailed and the problems encountered to internet and
newspaper was expensive.
It is recommended that The Kapisanan ng Broadcaster sa Pilipinas (KBP) should
implement a strict regulation on every program of the station to have the exact maximum
of airing commercial for the benefits of the viewers. Failed to follow the regulation
should be punishable by the law, other media aside from television should strengthen and
further improve their information in terms of content to the information on 2010 election
and every media should also conduct their own study to get feedback from viewers.
ii
TABLE OF CONTENTS
Page
Bibliography..…………….....…………………………………………. i
Abstract ……… ………………………………………………………
i
Table of Contents ……………………………………………………...
iii
INTRODUCTION
Rationale ……………………………………………………….
1
Statement of the Problem ……………………………...............
2
Objective of the Study ………………………………...……….
2
Importance of the Study ……………………………………….
3
Scope and Limitation of the Study …………………………….
3
REVIEW OF LITERATURE
Mass Media Use ……………………………………………….
4
Length of Exposure Using Media ……………………………...
4
Mass Media Preference ………………………………………..
5
Problems in Using Mass Media ………………………………..
6
METHODOLOGY
Locale Time and Study ……………………………………….
7
Respondents of the Study …………………………………….
7
Data Collection………………………………………………..
9
Data to be Gathered……………………………………………
9
iii
DataAnalysis………………………………………….………. 9
RESULTS AND DISCCUSSION
Socio-demographic Profile of the Respondents ………………
10
Mass Media Used by the Respondents
on Information Regarding 2010 Election...……………………
10
Frequency of Exposure to Mass Media ……………………….
13
Length of Exposure to the Use of Mass Media ……………….
15
Most Preferred Mass Media of the
Respondents on Information ……............................................
17
Problems Encountered in Using Mass Media ..........................
18
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary ……………………………………………………...
22
Conclusions …………………………………………………...
24
Recommendations …………………………………………….
24
LITERATURE CITED ……………………………………………….
25
APPENDICES
A. letter to the Barangay Captain ……………………...……...
26
B. Guide Questions……………………………………………
27
iv
INTRODUCTION
Rationale
Mass media plays an important role in the community. Aside from bringing
leisure and entertainment, mass media makes information easier to disseminate and
motivate audiences.
Mass media in relation to the upcoming election plays the most crucial role of
disseminating information regarding the updates, events, happenings in every part of the
country.
For the coming 2010 election, the comelec is set to conduct the country’s first
nationwide fully automated election switching from manual to automated elections on
Philippines for 2010 from counting of vote to transmission and canvassing of election
result (Commission on Election, 2009).
Since majority of the people are poor and still the bigger part of our population is
formed in the rural areas. It is the places where people from different classes
meet/interact; in some instance it is where most poor or simple living people thrive.
Like in other rural areas, residents of Barangay Tawang in La Trinidad can access
at least ten radio stations, five channels on television, five daily news papers and four
local weekly newspapers. Among those who can access are students, out of school youth,
and adults.
We cannot deny the fact that most of us want a good leader to lead this country
and majority is happy when a new leader was found. But why a lot of discontentment
comes out to these leaders when they are on their ruling period. For some reasons, it is
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
2
simple because we are not totally informed to this candidates aiming to become a leader.
The reason might be the source of our information is not enough or limited or
maybe the information is right there but we cannot understand at all.
In order to provide the respondents a better information regarding on 2010
election this study aims to evaluate the mass media preference of the respondents on the
upcoming 2010 election to help media to provide a quality of information that can grasp
by the people and can reach by their level.
Statement of the Problem
The study aimed to find out the preference of mass media used by the residents of
Barangay Tawang, La Trinidad Benguet on 2010 election.
This study will try to answer the following questions:
1. What is the socio-demographic profile of the respondents?
2. What mass media do the respondents use on information 2010 election?
3. What is the frequency and length of exposure to these mass media?
4. What is the most preferred mass media of the respondents on information
regarding 2010 election?
5. What are the problems encountered by the respondents in using mass media?
Objectives of the Study
Specifically, this study aimed to:
1. determine the socio-demographic profile of the respondents;
2. identify the mass media used by the respondents on information regarding 2010
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
3
election;
3. determine the frequency and length of exposure to these sources;
4. determine the most preferred mass media by the respondents on information
regarding 2010 election; and
5. identify the problems encountered by the respondents in using mass media.
Importance of the Study
Result of the study can be used to aid different media and communicators in
coming up for articles, programs or activities regarding 2010 election that can provide
quality of information to help respondents. It may also help the students and researchers
who would like to have a further understanding to the mass media preference on 2010
election.
Scope and Limitations of the Study
The study focused on the mass media preference on 2010 election. The
respondents are the residents of Barangay Tawang in La Trinidad Benguet.
Data will be gathered using a questionnaire. The study will limit its scope to 45
respondents of Barangay Tawang.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
REVIEW OF LITERATURE
Mass Media Use
According to the findings of Sawasi (2008) the type of mass media used by the
students in Atok National High School-Annex was book, radio, television, newspaper,
magazine and internet. Book, radio and television were mostly used everyday by the
respondents.
Bugtong (2007) cited that most of the students in BSU use radio and television
daily and more than one forth of them use print and media once a week.
In the U.S 37 million people tuned into a prime television shows. Television sets
are in 98% of all homes and VCR’s in over 80%. Two thirds of all US adults will read
newspapers each day; two thirds will listen to radio for some part everybody. American
spent 56.1 B on video games in 1999 and typical US household’s today (2003) spent
more on media than either clothes or healthcare. In the first six months of 1999, nearly
six B MP3 files were downloaded from the internet or 17 M everyday. The average
person spends 3523 hours a year- 60% of his/her waking hours consuming mass media
content (Baran, 2003 as cited by Sison, 2009).
Length of Exposure Using Media
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 surf the internet for 2-3 hours once a month.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
5
Majority read newspapers, magazines, comics and books for less than 1 hour. Slightly
more than half of the newspaper readers used in once a month, less than used in 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 Development Communication students of
Benguet State University listened to radio daily (70%); twice a week (15%); four times a
week (2.5%) (Balting, 2007).
Kingat (2003) cited that majority (82.27%) of the respondents in Benguet State
University claimed they use internet when the need arises. This is when there are
assignments to do requiring references.
Mass Media Preference
Students preferred television when it comes to news updates, and they are also
using internet when they have to make their researches (Bugtong, 2007).
Majority of the students in BSU accessed to the leading sources of news such as
radio, television and newspaper. Majority preferred television as their source of news
(Sison, 2009).
Songyo-en (2008) found out that majority of the respondents in Barangay
Madaymen, Kibungan, Benguet preferred television as their main source of information
because it was less expensive other preferred television because of entertainment.
Most of the respondents in Atok National High Scholl-Annex 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 (Sawasi, 2008).
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
6
Problems in Using 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 not appropriate to use.
Half of the respondents from Poblacion, Kibungan, Benguet claimed that the
length of program, “Boses ti Farmers” is too short and one fifth said it is too long (Allan,
2007).
Every year so much information/news is published in different fields that
individuals could not possibly maintain their own complete collections of reference
materials (World Book Encyclopedia, 2000 as cited by Sison, 2009).
Many of the respondents from Madaymen, Kibungan, Benguet said that
agricultural radio programs were too late in the evening, 6% claimed that radio programs
were too early and boring (Songyo-en, 2008).
Lomiwes (2007) stated that the problems of the farmers of Loo, Buguias, Benguet
in using mass media were: information in the print material was complicated wherein
some words are 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.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
METHODOLOGY
Locale Time and Study
The study was conducted at Tawang, La Trinidad Benguet (Fig.1). Barangay
Tawang lies in the northern portion of the Municipality of La Trinidad. It is bounded on
the east by Barangay Shilan, on the north by Barangay Bahong, on the south by Barangay
Lubas and Balili and on the west by Barangay Alapang and Cruz.
Barangay Tawang has a total land area of 247.5998 hectares representing
3.0640% of the total municipal area and a total population of 8,326 (2008). It has five
sitios namely: Central, Boted, Papasuk, Densi, and Banig.
The place was chosen as the place of the study because like in the other rural
areas, the residents also needs information about 2010 election that are reachable by their
level and help them to select the proper leader to lead this country.
The study was conducted December 2009-January 2010.
Respondents of the Study
The respondents were 15 out of school youth, 15 students, and 15 adults. A total
of 45 respondents and they were be chosen using purposive sampling technique.
The criteria for selecting respondents were: must be 18 years old and above, a
registered voter, must be residents of Tawang, La Trinidad Benguet and using any type of
mass media in gaining information regarding 2010 election.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
8
Figure 1. Map of La Trinidad, Benguet showing the location of the study
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
9
Data Collection
An interview schedule was used to gather the needed information from the
respondents. Some of the questions were translated into Ilocano during the interview for
easier understanding between the researcher and the respondents.
Data Gathered
The data gathered were the mass media used by the respondents on information
regarding 2010 election, frequency and length of exposure to mass media, the most
preferred mass media of the respondents on information regarding 2010 election and the
problems encountered in using mass media.
Data Analysis
The data gathered from the respondents was consolidated, tabulated and analyzed
using percentages, frequency counts and ranking.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents
Table 1 presents the socio-demographic profile of the respondents in terms of age,
sex, civil status, educational attainment and occupation.
It was found out that, majority or 57.78% of the respondents belonged to the age
bracket 18-24 followed by 25-31 age bracket with 17.78%. The youngest respondents
were 18 years old while the oldest was 51 years old.
There were more female (64.5%) than male (35.5%) respondents and majority of
them were single (62%).
Results show that most of the respondents had formal education with 60% who
reached college, 24.44 % who went to high school and only few finished elementary level
(11.11%) while only 4.45% graduated from a vocational school.
In terms of employment, majority (55.56%) of the respondents were unemployed.
They were either housewives or students. Among the 45 respondents 24.44% were
employed. They worked as laborers, teacher and factory worker. The rest (20%) were self
employed. They managed small businesses like sari-sari store, piggery and some were
farmers.
Mass Media Used By the Respondents
on Information Regarding 2010 Election
Table 2 shows the types of mass media used by the respondents on information
regarding the 2010 election. This includes broadcast media like radio and television, print
media like newspaper and magazine and electronic media like internet.
Most of the respondents used broadcast media like television (91.11%) and radio
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
11
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS NUMBER
(N=45)
PERCENTAGE
Age
18-24
26
57.78
25-31
8
17.78
32-38
5
11.11
39-45
5
11.11
46-51
1
2.22
TOTAL
45
100.00
Sex
Female
29
64.44
Male
16
35.56
TOTAL
45
100.00
Civil status
Single
28
62.22
Married 17
37.77
TOTAL
45
100.00
Employment
Unemployed
25
55.56
Employed
11
24.44
Self
employed
9
20.00
TOTAL
45
100.00
Educational attainment
Elementary
5
11.11
High
school
11
24.44
College 27
60.00
Vocational
2
4.44
TOTAL
45
100.00
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
12
(60%); print media like newspaper (51.11%) while few of the respondents who used
electronic media like internet (35.56%) on surfing information regarding 2010 election.
According to the respondents, the information they obtained from broadcast
media like television and radio on 2010 election were procedures in voting,
advertisement by the politicians, presidential forum and issues on what is happening in
politics.
For print media, some respondents mentioned that the information that was often
published in relation to the upcoming 2010 election were comment and suggestions from
the readers on the 2010 election as well as to the politicians and issues from the
politicians.
Table 2. Mass media used by the respondents for information on the 2010 election
MASS MEDIA
NUMBER
PERCENTAGE
Broadcast media
Television
41
91.11
Radio
27
60.00
Print media
Newspaper
23
51.11
Magazine
2 4.44
Electronic media
Internet 16
35.56
*multiple responses
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
13
As for electronic media like internet, most of the respondents mentioned that
online discussion was the usual information gained from internet. Other information was
from the politician, their background, website and their advertisement or campaign.
Among the 45 respondents, 91.11% got information on 2010 election from
television. Television had the highest percentage because according to the respondents, it
is available inside the house and because of its advantages like viewers were more
attracted to what they see than to what they just hear or read.
Among the print media, magazine (4.44%) was not usually used by the
respondents on information without 2010 election.
Results show that most of the respondents had access to two or more mass media.
Frequency of Exposure to Mass Media
Table 3 shows the frequency of exposure of the respondents to the mass media.
Majority (80.48%) of the respondents were exposed to television everyday. Only
few watched television once a week (7.32%) and only when needed (12.19%).
Some respondents said that they watched television only once a week and only
when needed because they only watched with their neighbors, other said they did not
have time because of their work, and if they had vacant time, they would rather rest.
As for radio, majority of the respondents listened to radio everyday (62.96%).
Only few listened to the radio once a week (3.71%), once a month (3.71%) and when if
needed (29.62%). Some respondents mentioned that they listened to radio only when
needed because their attention was shifted to television and to the other media. Other
reasons by the respondents said that they do not have time to listen because of their work.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
14
Table 3. Frequency of exposure to mass media
MASS
FREQUENCY
OF
EXPOSURE
MEDIA
DAILY
ONCE A WEEK
ONCE A ONLY WHEN
MONTH
NEEDED
No %
No % No %
No
%
TV (n=41)
33
80.48
3
7.32
-
-
5
12.19
Radio
17
62.96
1
3.71
1
3.71 8
29.62
(n=27)
Newspaper
3
13.04
9
39.13
-
-
11
45.83
(n=23)
Internet
1
6.25
3
18.75
-
-
12
75.00
(n=16)
Magazine
-
2 100.00
-
-
-
-
(n=2)
This corroborates the findings of Aboen (2007) that farmers of Dalipey, Bakun
and Poblacion, Kibungan, Benguet listened to the radio everyday (74.2%), once a week
(20%). The rest (24.67%) listened more than four hours in a day.
For newspaper, most of the respondents read only when needed (47.83%) and
only few read newspaper daily (13.04%).
Results also show that internet was used only when needed (75%) and there were
few who used it daily (6.25%) in searching information with regards to 2010 election.
Some of the respondents said that they used internet to surf information on 2010 election
only when they needed. Like for instances when they need to get further information to
the background and achievement of some of our politicians. Other respondents mentioned
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
15
that they just insert surfing information related to the upcoming election when they are
they just insert surfing information related to the upcoming election when they opened
their email.
Length of Exposure to the Use of Mass Media
Table 4 shows the respondents length of exposure to the mass media on
information regarding the 2010 election. Most of the respondents watched television one
to two hours (41.46 %) and three to four hours (41.46%). There were few who watched
television on five to six hours (4.88%) and on less than one hour (12.19%).
It was mentioned by the respondents that most of these hours were between 6:00-
8:00 pm, 11:00 pm-1:00 am after primetime dramas and on 6:00-8:00 am in the morning.
Most of the respondents mentioned that they watched “TV patrol Baguio; TV patrol
world; Bandila; Bottom Line; and Umagang Kay Ganda from ABS-CBN and Balitang
Amaianan; 24 Oras; Saksi; and Isang Tanong on GMA while the rest watched Ten on
TV5”.
For those who listened to radio, majority spent one to two hours (48.14 %). Very
few among the respondents listened three to four hours (18.52%) and only one of the
respondents listened to radio for more than five hours a day (3.70%).
Most of respondents who listened to radio mentioned that they listened to radio
during morning hours.
As for the newspaper, out of the twenty three respondents who read newspaper,
all read for less than one hour.
Print media like magazine was also read only less than an hour (100%) by the
respondents.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
16
Table 4. Length of exposure to the use of mass media
MASS
LENGTH
OF
EXPOSURE
MEDIA
LESS THAN 1-2 HOURS 3-4 HOURS 5-6 HOURS
1
HOUR
No % No %
No % No %
TV (n=41)
5
12.19
17
41.46
17
41.46 2
4.88
Radio
8
29.63
13
48.14
5 18.52 1
3.70
(n=27)
Newspaper
23 100.00
-
-
-
-
-
-
(n=23)
Internet
3
18.75
13
81.25
-
-
-
-
(n=15)
Magazine
2 100.00
-
-
-
-
-
-
(n=2)
The respondents also surfed the internet on information with 2010 election.
Thirteen or 81.25% surfed for one to two hours while there were few who surfed for less
than one hour (18.75%). The respondents mentioned that they just insert surfing
information related to the upcoming election when they opened their email or when
searching other information.
Results show that majority of the respondents watched television, listened to
radio, and surfed internet for one to two hours and for print media like newspaper and
magazine were only read for less than one hour. Some respondents said that they read
newspaper for less than one hour on information regarding 2010 election because the
exceeding minutes were used read on the other information published in the said medium.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
17
Most Preferred Mass Media of the Respondents
on Information Regarding 2010 Election
Table 5 presents the different mass media rated according to the preference of the
respondents on information regarding 2010 election.
On the other hand, Table 6 presents the reasons on the preferred mass media.
The respondents were asked to rate the mass media which they preferred most and
indicated the reasons of choosing the said medium.
The result shows that television (64.45%) was the most preferred media by the
respondents because it is available (28.57%); it is more detailed (28.57%) on information
compared to the other sources of information. This attribute to television as more detailed
because some information related to 2010 election were found in commercials and to the
other programs as well. Other reasons were easy to understand (21.43%) and it can be
viewed (14.28%) more entertaining (3.57%) and less expensive (3.57%).
This supports the findings of Sawasi (2008) that most of the respondents in Atok
National High School-Annex preferred television because it can be viewed and it is
available at their home.
Table 5. Respondents’ most preferred mass media on the 2010 election
MASS MEDIA
NUMBER (N=45)
PERCENTAGE %
Television
29
64.44
Radio
11
24.44
Internet
5
11.12
Total
45
100.00
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
18
Table 6. Reasons in the preference of mass media on information regarding the 2010
election
MASS
REASONS
MEDIA
LESS EASY TO MORE AVAILABLE CAN BE MORE
EXPENSIVE UNDERSTAND DETAILED VIEWED ENTER
TAINING
no % no % no % no % no % no %
TV (n=56) 2 3.57 12 21.43 16 28.57 16 28.57 8 14.28 2 3.57
Radio 3 14.28 7 33.33 5 23.81 6 28.57 - -
(n=21)
Internet - 2 28.57 1 14.28 3 42.85 - -
(n=7)
As for the other mass media, radio was the second choice of the respondents. The
reasons by the respondents were easy to understand, available inside the house, more
detailed on information and less expensive.
The result also shows that print media like newspaper, books, and magazine was
not preferred by the respondents in terms of information on 2010 election.
The respondents mentioned that they did not prefer print media on information on
2010 election because it is expensive and some words were difficult to understand.
Problems Encountered in Using Mass Media
Table 7 presents the different problems encountered by the respondents in using
mass media.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
19
Table 7. Problems encountered in using mass media
MASS MEDIA
PROBLEMS
NUMBER
%
Television (41)
No problem
20
48.78
Too
much
commercial 8 19.51
Not
detailed
6 14.63
Doubt
to
the
information
2
4.88
Signal
2
4.88
Can
destroy
eyes
2
4.88
Expensive
1
2.44
Radio (27)
Not detailed
10
37.04
No
problem
9 33.33
Signal
3 11.11
Cannot
use
without
electricity 3 11.11
Difficult
to
understand 2
7.41
Newspaper (23)
Expensive
13
56.52
Not
detailed
4 17.39
Difficult
to
understand 4 17.39
Doubt
to
the
information
1
4.35
No
problem
1
4.35
Internet (17)
Expensive
16
94.12
Difficult
to
understand 1
5.88
Magazine
(5)
Not
detailed
2 40.00
Difficult
to
understand 2 40.00
Expensive
1 10.00
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
20
For television, 48.78% mentioned by the respondents that they did not have
problems encountered in the said medium. Some of the respondents mentioned that too
much commercial (19.51%) was the problem encountered in using television. Some other
problems mentioned by the respondents were, there was no signal of channels in some
location of the respondents (4.88%). Other problems mentioned were doubt (4.88%) to
the information and it can also destroy sense of sight (4.88%).
Results show that none of the respondents said that there were difficulties in
understanding the information from television.
As for radio, the problems encountered by the respondents in using radio were
information is not detailed (37.04%). Other reasons were technical problems like
sometimes some signal of the stations cannot be reached (11.11%), and cannot be used
without electricity (11.11%).
Majority of the respondents mentioned that the problems encountered in using
newspaper were expensive (56.52%). Other problems in using newspaper were
information is not detailed (17.39%) and difficult to understand (17.39%). One
respondent claimed to have doubt on the information published in newspapers but did not
further elaborate her reason.
The problems encountered in print media like newspaper and magazine on
information were difficult to understand, expensive and information were not detailed.
The findings regarding the problems in using mass media mentioned above
corroborates the findings of Lomiwes (2007) that the problems of the farmers of Loo,
Bugias, Benguet in using mass media were: information in the print material was
complicated wherein some words are unfamiliar and difficult to understand (20%) and
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
21
material was not accessible.
As for other mass media, only radio was not seen by the respondents as
expensive.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study on the mass media preference of the residents of Barangay Tawang, La
Trinidad, Benguet on 2010 election was conducted to determine the socio demo-graphic
profile of the respondents, identify their mass media used on information regarding 2010
election, the frequency and length of exposure to these sources, the most preferred mass
media on information regarding 2010 election and the problems encountered in using
mass media.
An interview schedule was used to gather the information from 45 respondents
and they were chosen using purposive sampling technique. The respondents were 15
students, 15 out of school youth and 15 adults. Frequency counts, percentage and ranking
were used in analyzing the data.
Results show that 57.78% of the respondents belonged to the age bracket 18-24
years old. 64.44% were female and only 35.56% were male respondents. Majority from
the respondents were single.
In terms of employment 55.56% were unemployed. They will either be
housewives or students. 24.44% were employed. They worked as laborers, teacher and
factory worker, While 20% were self employed. They managed small business like sari-
sari store, piggery and farming.
All respondents had formal education. Among the 45 respondents, 60% reached
college level, 24.44% reached high school, and only few who reached elementary level
(11.11%) and a vocational school (4.44%).
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
23
Most of the respondents had used broadcast media like television and radio, print
like newspaper and electronic media like internet to get information on the 2010 election.
Only two respondent claims to have access to magazine to get information on the 2010
elections. Among the 45 respondents (91.11%) got information on 2010 election from
television.
As for frequency and length of exposure most of the respondents watched
television, listened to the radio everyday for one to two hours. Some of the respondents
also read newspaper and surfed the internet if only needed. Newspapers were read less
than one hour and some respondents surfed the internet accommodating one to two hours.
In terms of mass media preference, television was the most preferred because it is
available; it is more detailed on information. Other reasons were easy to understand and it
can be viewed, more entertaining and less expensive. Print media like newspaper, books,
and magazine was not preferred by the respondents in terms of information on 2010
election.
As for the problems encountered by the respondents in using media, most of the
respondents mentioned that too much commercials was the problem encountered in using
television.
As for radio, some of the respondents mentioned that information from radio was
not detailed (37.04%).
About internet and newspaper, the problems encountered in using the said
medium was expensive, this is the reason why they were not used daily by the
respondents. Instead, majority used internet and newspaper only when needed.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
24
Conclusions
Based on the findings of the study, the following conclusions were derived:
1. The most used mass media were radio and television.
2. Television and radio were used every day for one to two hours and internet and
newspaper were used only when needed.
3. The most preferred mass media on information regarding 2010 election was
television.
4. Too much commercial was the most problem encountered in the use of
television. For radio, most of the respondents mentioned that the information was not
detailed and the problems encountered to internet and newspaper was expensive.
Recommendations
It is therefore recommended that:
1. The Kapisanan ng Broadcaster sa Pilipinas (KBP) should implement a strict
regulation on every program of the station to have the exact maximum of airing
commercial for the benefits of the viewers. Failed to follow the regulation should be
punishable by the law.
2. Other media aside from television should strengthen and further improve their
information in terms of content to the information on 2010 election.
3. Every media should also conduct their own study to get feedback from viewers.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
LITERATURE CITED
ABOEN, F. A. 2007. Mass media habits of the farmers of barangay Dalipey, Bakun,
Benguet and in Barangay Poblacion, Kibungan, Benguet. BS Thesis. Benguet
State University, La Trinidad, Benguet. P.23.
ALLAN, M. G. 2007. Listership of the program “Boses Ti Farmers” in Poblacion,
Kibungan Benguet. BS Thesis. Benguet State University, La Trinidad, Benguet.
P.20.
COMMISION ON ELECTION. 2009. What’s New in 2010 Elections? Retrieved October
22, 2009 from http://www.comelec.gov.ph/modernization/automation of teh
election process.html
BALTING, G. P. 2007. Factors affecting the choice of radio stations among BS
development communication students at Benguet State University. BS Thesis.
Benguet State University, La Trinidad, Benguet. P.13.
BUGTONG, H. C. 2007. Mass media habits of Benguet State University students, First
Semester 2006-2007. BS Thesis. Benguet State University, La Trinidad, Benguet.
Pp. 27-28.
KINGAT, J. S. 2003. Internet use for instruction in Benguet State University. BS Thesis.
Benguet State University, La Trinidad, Benguet. P.14.
LOMIWES, J. T. 2007. Information sources on organic farming of farmers on Loo,
Bugias, Benguet. BS Thesis. Benguet State University, La Trinidad, Benguet.
P.18.
SAWASI, Z. W. 2008. Mass media habits of Atok National High School-Annex. BS
Thesis. Benguet State University, La Trinidad, Benguet. Pp. 12,22.
SISON, M. C. 2009. Awareness of Benguet State University to current events. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 5,7,8,25.
SONGYO-EN, O. L. 2008. Information sources, source preference and information needs
of vegetable farmers in barangay Madaymen, Kibungan Benguet. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 18,19.
TUCDAAN, C. H. 2005. Media preference of trainors in conducting seminars and
trainings at the Agricultural Training Institute Cordillera Region (ATI-CAR). BS
Thesis. Benguet State University, La Trinidad, Benguet. Pp. 16-17.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
APPENDIX B
Guide Questions
A. SOCIO-DEMOGRAPHIC PROFILE OF THE RESPONDENTS
Name:
____________ Civil
Status:
_______________________
Age:
____________ Occupation:
_______________________
Sex:
____________ Educational
Attainment:
_____________
B. WHAT MASS MEDIA MATERIALS DO YOU USE ON INFORMATION
REGARDING 2010 ELECTION?
___
Radio
___
Books
___
Television
___
Magazine
___
Newspaper ___
Internet
Others, pls. Specify: _________________
C.1 HOW OFTEN DO YOU USE MASS MEDIA?
Frequency of Mass Media Use
M.Media Daily Once
a Once a
Once a
Only
Others,
Week
Month
Year
When
pls.
Needed
Specify
Radio
Television
Newspaper
Books
Magazine
Internet
Others:
C.2 LENTH OF EXPOSURE TO MASS MEDIA
Length of Exposure
M.Media
Less than 1 1-2 Hours
3-4 Hours
5-6 Hours
Others,
Hour
pls.
Specify
Radio
Television
Newspaper
Books
Magazine
Internet
Others:
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
28
D. WHAT MASS MEDIA DO YOU PREFER MOST ON INFORMATION
REGARDING 2010 ELECTION?
Reasons
M. Media
less
Easy to
More
available Other Reasons, pls.
expensive understand detailed
Specify
Radio, why?
Television,
why?
Newspaper,
why?
Books, why?
Magazine,
why?
Internet,
why?
Other Mass
Media (pls.
Specify)
why?
E. WHAT ARE THE PROBLEMS YOU ENCOUNTERED IN USING MASS MEDIA?
Problems
M. Media
expensive Difficult
Not
Not
Others Problems, pls.
to
detailed
available Specify
understand
Radio,
Television
Newspaper
Books
Magazine
Internet
Other Mass
Media
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
29
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
APPENDIX A
Letter to the Barangay Captain
Benguet State University
COLLEGE OF AGRICULTURE
Department of Development Communication
___________
Date
Lorenzo A. Belino
Barangay
Captain
Tawang, La Trinidad, Benguet
Sir:
Warm greetings!
I am Wellington T. Gayob, a fourth year student of Bachelor in Development
Communication at Benguet State University. I am presently conducting my Thesis titled
“Mass Media Preference of the Residents of Barangay Tawang, La Trinidad, Benguet on
2010 Election”.
To make this possible, may I ask for your approval for me to conduct my study in
the said Barangay? I will be choosing a total of forty-five (45) residents as my
respondents.
Thank you very much and looking forward for your positive response.
Sincerely yours,
WELLINGTON T. GAYOB
Student
Noted:
ANNA LIZA B. WAKAT
Adviser
GAYOB, WELLINGTON T. APRIL 2010. Mass Media Preference of the
Residents of Barangay Tawang, La Trinidad, Benguet on 2010 Election. Benguet State
University, La Trinidad Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
This study was conducted primarily to determine the mass media preference of
the respondents on 2010 election. Other factors were determine the socio-demographic
profile of the respondents; the mass media used by the respondents on information
regarding 2010 election; the frequency and length of exposure to the different sources of
information; the most preferred mass media by the respondents on information regarding
2010 election and to identify the problems encountered by the respondents in using mass
media.
An interview schedule was used to gather the information from 45 respondents
and they were chosen using purposive sampling technique. The respondents were 15
students, 15 out of school youth and 15 adults. Frequency counts, percentage and ranking
were used in analyzing the data.
Majority of the respondents were female, single and belong to the age bracket 18-
24 years old. In terms of employment, majority of the respondents were unemployed,
they will either housewives or students. For education, all respondents had formal
education.
Most of the respondents had used radio and television to get information on 2010
election.
As for frequency and length of exposure most of the respondents watched
television, listened to radio everyday for one to two hours. Some of the respondents read
newspaper and surfed the internet if only needed.
Television was the most preferred by the respondents because it is available, more
detailed on information, easy to understand, it can be viewed, more entertaining and less
expensive.
Most of the respondents mentioned that too much commercial was the most
problems encountered in the use of television. For radio, most of the respondents stated
that the information was not detailed and the problems encountered to internet and
newspaper was expensive.
It is recommended that The Kapisanan ng Broadcaster sa Pilipinas (KBP) should
implement a strict regulation on every program of the station to have the exact maximum
of airing commercial for the benefits of the viewers. Failed to follow the regulation
should be punishable by the law, other media aside from television should strengthen and
further improve their information in terms of content to the information on 2010 election
and every media should also conduct their own study to get feedback from viewers.
ii
TABLE OF CONTENTS
Page
Bibliography..…………….....…………………………………………. i
Abstract ……… ………………………………………………………
i
Table of Contents ……………………………………………………...
iii
INTRODUCTION
Rationale ……………………………………………………….
1
Statement of the Problem ……………………………...............
2
Objective of the Study ………………………………...……….
2
Importance of the Study ……………………………………….
3
Scope and Limitation of the Study …………………………….
3
REVIEW OF LITERATURE
Mass Media Use ……………………………………………….
4
Length of Exposure Using Media ……………………………...
4
Mass Media Preference ………………………………………..
5
Problems in Using Mass Media ………………………………..
6
METHODOLOGY
Locale Time and Study ……………………………………….
7
Respondents of the Study …………………………………….
7
Data Collection………………………………………………..
9
Data to be Gathered……………………………………………
9
iii
DataAnalysis………………………………………….………. 9
RESULTS AND DISCCUSSION
Socio-demographic Profile of the Respondents ………………
10
Mass Media Used by the Respondents
on Information Regarding 2010 Election...……………………
10
Frequency of Exposure to Mass Media ……………………….
13
Length of Exposure to the Use of Mass Media ……………….
15
Most Preferred Mass Media of the
Respondents on Information ……............................................
17
Problems Encountered in Using Mass Media ..........................
18
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary ……………………………………………………...
22
Conclusions …………………………………………………...
24
Recommendations …………………………………………….
24
LITERATURE CITED ……………………………………………….
25
APPENDICES
A. letter to the Barangay Captain ……………………...……...
26
B. Guide Questions……………………………………………
27
iv
INTRODUCTION
Rationale
Mass media plays an important role in the community. Aside from bringing
leisure and entertainment, mass media makes information easier to disseminate and
motivate audiences.
Mass media in relation to the upcoming election plays the most crucial role of
disseminating information regarding the updates, events, happenings in every part of the
country.
For the coming 2010 election, the comelec is set to conduct the country’s first
nationwide fully automated election switching from manual to automated elections on
Philippines for 2010 from counting of vote to transmission and canvassing of election
result (Commission on Election, 2009).
Since majority of the people are poor and still the bigger part of our population is
formed in the rural areas. It is the places where people from different classes
meet/interact; in some instance it is where most poor or simple living people thrive.
Like in other rural areas, residents of Barangay Tawang in La Trinidad can access
at least ten radio stations, five channels on television, five daily news papers and four
local weekly newspapers. Among those who can access are students, out of school youth,
and adults.
We cannot deny the fact that most of us want a good leader to lead this country
and majority is happy when a new leader was found. But why a lot of discontentment
comes out to these leaders when they are on their ruling period. For some reasons, it is
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
2
simple because we are not totally informed to this candidates aiming to become a leader.
The reason might be the source of our information is not enough or limited or
maybe the information is right there but we cannot understand at all.
In order to provide the respondents a better information regarding on 2010
election this study aims to evaluate the mass media preference of the respondents on the
upcoming 2010 election to help media to provide a quality of information that can grasp
by the people and can reach by their level.
Statement of the Problem
The study aimed to find out the preference of mass media used by the residents of
Barangay Tawang, La Trinidad Benguet on 2010 election.
This study will try to answer the following questions:
1. What is the socio-demographic profile of the respondents?
2. What mass media do the respondents use on information 2010 election?
3. What is the frequency and length of exposure to these mass media?
4. What is the most preferred mass media of the respondents on information
regarding 2010 election?
5. What are the problems encountered by the respondents in using mass media?
Objectives of the Study
Specifically, this study aimed to:
1. determine the socio-demographic profile of the respondents;
2. identify the mass media used by the respondents on information regarding 2010
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
3
election;
3. determine the frequency and length of exposure to these sources;
4. determine the most preferred mass media by the respondents on information
regarding 2010 election; and
5. identify the problems encountered by the respondents in using mass media.
Importance of the Study
Result of the study can be used to aid different media and communicators in
coming up for articles, programs or activities regarding 2010 election that can provide
quality of information to help respondents. It may also help the students and researchers
who would like to have a further understanding to the mass media preference on 2010
election.
Scope and Limitations of the Study
The study focused on the mass media preference on 2010 election. The
respondents are the residents of Barangay Tawang in La Trinidad Benguet.
Data will be gathered using a questionnaire. The study will limit its scope to 45
respondents of Barangay Tawang.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
REVIEW OF LITERATURE
Mass Media Use
According to the findings of Sawasi (2008) the type of mass media used by the
students in Atok National High School-Annex was book, radio, television, newspaper,
magazine and internet. Book, radio and television were mostly used everyday by the
respondents.
Bugtong (2007) cited that most of the students in BSU use radio and television
daily and more than one forth of them use print and media once a week.
In the U.S 37 million people tuned into a prime television shows. Television sets
are in 98% of all homes and VCR’s in over 80%. Two thirds of all US adults will read
newspapers each day; two thirds will listen to radio for some part everybody. American
spent 56.1 B on video games in 1999 and typical US household’s today (2003) spent
more on media than either clothes or healthcare. In the first six months of 1999, nearly
six B MP3 files were downloaded from the internet or 17 M everyday. The average
person spends 3523 hours a year- 60% of his/her waking hours consuming mass media
content (Baran, 2003 as cited by Sison, 2009).
Length of Exposure Using Media
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 surf the internet for 2-3 hours once a month.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
5
Majority read newspapers, magazines, comics and books for less than 1 hour. Slightly
more than half of the newspaper readers used in once a month, less than used in 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 Development Communication students of
Benguet State University listened to radio daily (70%); twice a week (15%); four times a
week (2.5%) (Balting, 2007).
Kingat (2003) cited that majority (82.27%) of the respondents in Benguet State
University claimed they use internet when the need arises. This is when there are
assignments to do requiring references.
Mass Media Preference
Students preferred television when it comes to news updates, and they are also
using internet when they have to make their researches (Bugtong, 2007).
Majority of the students in BSU accessed to the leading sources of news such as
radio, television and newspaper. Majority preferred television as their source of news
(Sison, 2009).
Songyo-en (2008) found out that majority of the respondents in Barangay
Madaymen, Kibungan, Benguet preferred television as their main source of information
because it was less expensive other preferred television because of entertainment.
Most of the respondents in Atok National High Scholl-Annex 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 (Sawasi, 2008).
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
6
Problems in Using 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 not appropriate to use.
Half of the respondents from Poblacion, Kibungan, Benguet claimed that the
length of program, “Boses ti Farmers” is too short and one fifth said it is too long (Allan,
2007).
Every year so much information/news is published in different fields that
individuals could not possibly maintain their own complete collections of reference
materials (World Book Encyclopedia, 2000 as cited by Sison, 2009).
Many of the respondents from Madaymen, Kibungan, Benguet said that
agricultural radio programs were too late in the evening, 6% claimed that radio programs
were too early and boring (Songyo-en, 2008).
Lomiwes (2007) stated that the problems of the farmers of Loo, Buguias, Benguet
in using mass media were: information in the print material was complicated wherein
some words are 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.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
METHODOLOGY
Locale Time and Study
The study was conducted at Tawang, La Trinidad Benguet (Fig.1). Barangay
Tawang lies in the northern portion of the Municipality of La Trinidad. It is bounded on
the east by Barangay Shilan, on the north by Barangay Bahong, on the south by Barangay
Lubas and Balili and on the west by Barangay Alapang and Cruz.
Barangay Tawang has a total land area of 247.5998 hectares representing
3.0640% of the total municipal area and a total population of 8,326 (2008). It has five
sitios namely: Central, Boted, Papasuk, Densi, and Banig.
The place was chosen as the place of the study because like in the other rural
areas, the residents also needs information about 2010 election that are reachable by their
level and help them to select the proper leader to lead this country.
The study was conducted December 2009-January 2010.
Respondents of the Study
The respondents were 15 out of school youth, 15 students, and 15 adults. A total
of 45 respondents and they were be chosen using purposive sampling technique.
The criteria for selecting respondents were: must be 18 years old and above, a
registered voter, must be residents of Tawang, La Trinidad Benguet and using any type of
mass media in gaining information regarding 2010 election.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
8
Figure 1. Map of La Trinidad, Benguet showing the location of the study
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
9
Data Collection
An interview schedule was used to gather the needed information from the
respondents. Some of the questions were translated into Ilocano during the interview for
easier understanding between the researcher and the respondents.
Data Gathered
The data gathered were the mass media used by the respondents on information
regarding 2010 election, frequency and length of exposure to mass media, the most
preferred mass media of the respondents on information regarding 2010 election and the
problems encountered in using mass media.
Data Analysis
The data gathered from the respondents was consolidated, tabulated and analyzed
using percentages, frequency counts and ranking.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
RESULTS AND DISCUSSION
Socio-Demographic Profile of the Respondents
Table 1 presents the socio-demographic profile of the respondents in terms of age,
sex, civil status, educational attainment and occupation.
It was found out that, majority or 57.78% of the respondents belonged to the age
bracket 18-24 followed by 25-31 age bracket with 17.78%. The youngest respondents
were 18 years old while the oldest was 51 years old.
There were more female (64.5%) than male (35.5%) respondents and majority of
them were single (62%).
Results show that most of the respondents had formal education with 60% who
reached college, 24.44 % who went to high school and only few finished elementary level
(11.11%) while only 4.45% graduated from a vocational school.
In terms of employment, majority (55.56%) of the respondents were unemployed.
They were either housewives or students. Among the 45 respondents 24.44% were
employed. They worked as laborers, teacher and factory worker. The rest (20%) were self
employed. They managed small businesses like sari-sari store, piggery and some were
farmers.
Mass Media Used By the Respondents
on Information Regarding 2010 Election
Table 2 shows the types of mass media used by the respondents on information
regarding the 2010 election. This includes broadcast media like radio and television, print
media like newspaper and magazine and electronic media like internet.
Most of the respondents used broadcast media like television (91.11%) and radio
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
11
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS NUMBER
(N=45)
PERCENTAGE
Age
18-24
26
57.78
25-31
8
17.78
32-38
5
11.11
39-45
5
11.11
46-51
1
2.22
TOTAL
45
100.00
Sex
Female
29
64.44
Male
16
35.56
TOTAL
45
100.00
Civil status
Single
28
62.22
Married 17
37.77
TOTAL
45
100.00
Employment
Unemployed
25
55.56
Employed
11
24.44
Self
employed
9
20.00
TOTAL
45
100.00
Educational attainment
Elementary
5
11.11
High
school
11
24.44
College 27
60.00
Vocational
2
4.44
TOTAL
45
100.00
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
12
(60%); print media like newspaper (51.11%) while few of the respondents who used
electronic media like internet (35.56%) on surfing information regarding 2010 election.
According to the respondents, the information they obtained from broadcast
media like television and radio on 2010 election were procedures in voting,
advertisement by the politicians, presidential forum and issues on what is happening in
politics.
For print media, some respondents mentioned that the information that was often
published in relation to the upcoming 2010 election were comment and suggestions from
the readers on the 2010 election as well as to the politicians and issues from the
politicians.
Table 2. Mass media used by the respondents for information on the 2010 election
MASS MEDIA
NUMBER
PERCENTAGE
Broadcast media
Television
41
91.11
Radio
27
60.00
Print media
Newspaper
23
51.11
Magazine
2 4.44
Electronic media
Internet 16
35.56
*multiple responses
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
13
As for electronic media like internet, most of the respondents mentioned that
online discussion was the usual information gained from internet. Other information was
from the politician, their background, website and their advertisement or campaign.
Among the 45 respondents, 91.11% got information on 2010 election from
television. Television had the highest percentage because according to the respondents, it
is available inside the house and because of its advantages like viewers were more
attracted to what they see than to what they just hear or read.
Among the print media, magazine (4.44%) was not usually used by the
respondents on information without 2010 election.
Results show that most of the respondents had access to two or more mass media.
Frequency of Exposure to Mass Media
Table 3 shows the frequency of exposure of the respondents to the mass media.
Majority (80.48%) of the respondents were exposed to television everyday. Only
few watched television once a week (7.32%) and only when needed (12.19%).
Some respondents said that they watched television only once a week and only
when needed because they only watched with their neighbors, other said they did not
have time because of their work, and if they had vacant time, they would rather rest.
As for radio, majority of the respondents listened to radio everyday (62.96%).
Only few listened to the radio once a week (3.71%), once a month (3.71%) and when if
needed (29.62%). Some respondents mentioned that they listened to radio only when
needed because their attention was shifted to television and to the other media. Other
reasons by the respondents said that they do not have time to listen because of their work.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
14
Table 3. Frequency of exposure to mass media
MASS
FREQUENCY
OF
EXPOSURE
MEDIA
DAILY
ONCE A WEEK
ONCE A ONLY WHEN
MONTH
NEEDED
No %
No % No %
No
%
TV (n=41)
33
80.48
3
7.32
-
-
5
12.19
Radio
17
62.96
1
3.71
1
3.71 8
29.62
(n=27)
Newspaper
3
13.04
9
39.13
-
-
11
45.83
(n=23)
Internet
1
6.25
3
18.75
-
-
12
75.00
(n=16)
Magazine
-
2 100.00
-
-
-
-
(n=2)
This corroborates the findings of Aboen (2007) that farmers of Dalipey, Bakun
and Poblacion, Kibungan, Benguet listened to the radio everyday (74.2%), once a week
(20%). The rest (24.67%) listened more than four hours in a day.
For newspaper, most of the respondents read only when needed (47.83%) and
only few read newspaper daily (13.04%).
Results also show that internet was used only when needed (75%) and there were
few who used it daily (6.25%) in searching information with regards to 2010 election.
Some of the respondents said that they used internet to surf information on 2010 election
only when they needed. Like for instances when they need to get further information to
the background and achievement of some of our politicians. Other respondents mentioned
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
15
that they just insert surfing information related to the upcoming election when they are
they just insert surfing information related to the upcoming election when they opened
their email.
Length of Exposure to the Use of Mass Media
Table 4 shows the respondents length of exposure to the mass media on
information regarding the 2010 election. Most of the respondents watched television one
to two hours (41.46 %) and three to four hours (41.46%). There were few who watched
television on five to six hours (4.88%) and on less than one hour (12.19%).
It was mentioned by the respondents that most of these hours were between 6:00-
8:00 pm, 11:00 pm-1:00 am after primetime dramas and on 6:00-8:00 am in the morning.
Most of the respondents mentioned that they watched “TV patrol Baguio; TV patrol
world; Bandila; Bottom Line; and Umagang Kay Ganda from ABS-CBN and Balitang
Amaianan; 24 Oras; Saksi; and Isang Tanong on GMA while the rest watched Ten on
TV5”.
For those who listened to radio, majority spent one to two hours (48.14 %). Very
few among the respondents listened three to four hours (18.52%) and only one of the
respondents listened to radio for more than five hours a day (3.70%).
Most of respondents who listened to radio mentioned that they listened to radio
during morning hours.
As for the newspaper, out of the twenty three respondents who read newspaper,
all read for less than one hour.
Print media like magazine was also read only less than an hour (100%) by the
respondents.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
16
Table 4. Length of exposure to the use of mass media
MASS
LENGTH
OF
EXPOSURE
MEDIA
LESS THAN 1-2 HOURS 3-4 HOURS 5-6 HOURS
1
HOUR
No % No %
No % No %
TV (n=41)
5
12.19
17
41.46
17
41.46 2
4.88
Radio
8
29.63
13
48.14
5 18.52 1
3.70
(n=27)
Newspaper
23 100.00
-
-
-
-
-
-
(n=23)
Internet
3
18.75
13
81.25
-
-
-
-
(n=15)
Magazine
2 100.00
-
-
-
-
-
-
(n=2)
The respondents also surfed the internet on information with 2010 election.
Thirteen or 81.25% surfed for one to two hours while there were few who surfed for less
than one hour (18.75%). The respondents mentioned that they just insert surfing
information related to the upcoming election when they opened their email or when
searching other information.
Results show that majority of the respondents watched television, listened to
radio, and surfed internet for one to two hours and for print media like newspaper and
magazine were only read for less than one hour. Some respondents said that they read
newspaper for less than one hour on information regarding 2010 election because the
exceeding minutes were used read on the other information published in the said medium.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
17
Most Preferred Mass Media of the Respondents
on Information Regarding 2010 Election
Table 5 presents the different mass media rated according to the preference of the
respondents on information regarding 2010 election.
On the other hand, Table 6 presents the reasons on the preferred mass media.
The respondents were asked to rate the mass media which they preferred most and
indicated the reasons of choosing the said medium.
The result shows that television (64.45%) was the most preferred media by the
respondents because it is available (28.57%); it is more detailed (28.57%) on information
compared to the other sources of information. This attribute to television as more detailed
because some information related to 2010 election were found in commercials and to the
other programs as well. Other reasons were easy to understand (21.43%) and it can be
viewed (14.28%) more entertaining (3.57%) and less expensive (3.57%).
This supports the findings of Sawasi (2008) that most of the respondents in Atok
National High School-Annex preferred television because it can be viewed and it is
available at their home.
Table 5. Respondents’ most preferred mass media on the 2010 election
MASS MEDIA
NUMBER (N=45)
PERCENTAGE %
Television
29
64.44
Radio
11
24.44
Internet
5
11.12
Total
45
100.00
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
18
Table 6. Reasons in the preference of mass media on information regarding the 2010
election
MASS
REASONS
MEDIA
LESS EASY TO MORE AVAILABLE CAN BE MORE
EXPENSIVE UNDERSTAND DETAILED VIEWED ENTER
TAINING
no % no % no % no % no % no %
TV (n=56) 2 3.57 12 21.43 16 28.57 16 28.57 8 14.28 2 3.57
Radio 3 14.28 7 33.33 5 23.81 6 28.57 - -
(n=21)
Internet - 2 28.57 1 14.28 3 42.85 - -
(n=7)
As for the other mass media, radio was the second choice of the respondents. The
reasons by the respondents were easy to understand, available inside the house, more
detailed on information and less expensive.
The result also shows that print media like newspaper, books, and magazine was
not preferred by the respondents in terms of information on 2010 election.
The respondents mentioned that they did not prefer print media on information on
2010 election because it is expensive and some words were difficult to understand.
Problems Encountered in Using Mass Media
Table 7 presents the different problems encountered by the respondents in using
mass media.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
19
Table 7. Problems encountered in using mass media
MASS MEDIA
PROBLEMS
NUMBER
%
Television (41)
No problem
20
48.78
Too
much
commercial 8 19.51
Not
detailed
6 14.63
Doubt
to
the
information
2
4.88
Signal
2
4.88
Can
destroy
eyes
2
4.88
Expensive
1
2.44
Radio (27)
Not detailed
10
37.04
No
problem
9 33.33
Signal
3 11.11
Cannot
use
without
electricity 3 11.11
Difficult
to
understand 2
7.41
Newspaper (23)
Expensive
13
56.52
Not
detailed
4 17.39
Difficult
to
understand 4 17.39
Doubt
to
the
information
1
4.35
No
problem
1
4.35
Internet (17)
Expensive
16
94.12
Difficult
to
understand 1
5.88
Magazine
(5)
Not
detailed
2 40.00
Difficult
to
understand 2 40.00
Expensive
1 10.00
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
20
For television, 48.78% mentioned by the respondents that they did not have
problems encountered in the said medium. Some of the respondents mentioned that too
much commercial (19.51%) was the problem encountered in using television. Some other
problems mentioned by the respondents were, there was no signal of channels in some
location of the respondents (4.88%). Other problems mentioned were doubt (4.88%) to
the information and it can also destroy sense of sight (4.88%).
Results show that none of the respondents said that there were difficulties in
understanding the information from television.
As for radio, the problems encountered by the respondents in using radio were
information is not detailed (37.04%). Other reasons were technical problems like
sometimes some signal of the stations cannot be reached (11.11%), and cannot be used
without electricity (11.11%).
Majority of the respondents mentioned that the problems encountered in using
newspaper were expensive (56.52%). Other problems in using newspaper were
information is not detailed (17.39%) and difficult to understand (17.39%). One
respondent claimed to have doubt on the information published in newspapers but did not
further elaborate her reason.
The problems encountered in print media like newspaper and magazine on
information were difficult to understand, expensive and information were not detailed.
The findings regarding the problems in using mass media mentioned above
corroborates the findings of Lomiwes (2007) that the problems of the farmers of Loo,
Bugias, Benguet in using mass media were: information in the print material was
complicated wherein some words are unfamiliar and difficult to understand (20%) and
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
21
material was not accessible.
As for other mass media, only radio was not seen by the respondents as
expensive.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study on the mass media preference of the residents of Barangay Tawang, La
Trinidad, Benguet on 2010 election was conducted to determine the socio demo-graphic
profile of the respondents, identify their mass media used on information regarding 2010
election, the frequency and length of exposure to these sources, the most preferred mass
media on information regarding 2010 election and the problems encountered in using
mass media.
An interview schedule was used to gather the information from 45 respondents
and they were chosen using purposive sampling technique. The respondents were 15
students, 15 out of school youth and 15 adults. Frequency counts, percentage and ranking
were used in analyzing the data.
Results show that 57.78% of the respondents belonged to the age bracket 18-24
years old. 64.44% were female and only 35.56% were male respondents. Majority from
the respondents were single.
In terms of employment 55.56% were unemployed. They will either be
housewives or students. 24.44% were employed. They worked as laborers, teacher and
factory worker, While 20% were self employed. They managed small business like sari-
sari store, piggery and farming.
All respondents had formal education. Among the 45 respondents, 60% reached
college level, 24.44% reached high school, and only few who reached elementary level
(11.11%) and a vocational school (4.44%).
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
23
Most of the respondents had used broadcast media like television and radio, print
like newspaper and electronic media like internet to get information on the 2010 election.
Only two respondent claims to have access to magazine to get information on the 2010
elections. Among the 45 respondents (91.11%) got information on 2010 election from
television.
As for frequency and length of exposure most of the respondents watched
television, listened to the radio everyday for one to two hours. Some of the respondents
also read newspaper and surfed the internet if only needed. Newspapers were read less
than one hour and some respondents surfed the internet accommodating one to two hours.
In terms of mass media preference, television was the most preferred because it is
available; it is more detailed on information. Other reasons were easy to understand and it
can be viewed, more entertaining and less expensive. Print media like newspaper, books,
and magazine was not preferred by the respondents in terms of information on 2010
election.
As for the problems encountered by the respondents in using media, most of the
respondents mentioned that too much commercials was the problem encountered in using
television.
As for radio, some of the respondents mentioned that information from radio was
not detailed (37.04%).
About internet and newspaper, the problems encountered in using the said
medium was expensive, this is the reason why they were not used daily by the
respondents. Instead, majority used internet and newspaper only when needed.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
24
Conclusions
Based on the findings of the study, the following conclusions were derived:
1. The most used mass media were radio and television.
2. Television and radio were used every day for one to two hours and internet and
newspaper were used only when needed.
3. The most preferred mass media on information regarding 2010 election was
television.
4. Too much commercial was the most problem encountered in the use of
television. For radio, most of the respondents mentioned that the information was not
detailed and the problems encountered to internet and newspaper was expensive.
Recommendations
It is therefore recommended that:
1. The Kapisanan ng Broadcaster sa Pilipinas (KBP) should implement a strict
regulation on every program of the station to have the exact maximum of airing
commercial for the benefits of the viewers. Failed to follow the regulation should be
punishable by the law.
2. Other media aside from television should strengthen and further improve their
information in terms of content to the information on 2010 election.
3. Every media should also conduct their own study to get feedback from viewers.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
LITERATURE CITED
ABOEN, F. A. 2007. Mass media habits of the farmers of barangay Dalipey, Bakun,
Benguet and in Barangay Poblacion, Kibungan, Benguet. BS Thesis. Benguet
State University, La Trinidad, Benguet. P.23.
ALLAN, M. G. 2007. Listership of the program “Boses Ti Farmers” in Poblacion,
Kibungan Benguet. BS Thesis. Benguet State University, La Trinidad, Benguet.
P.20.
COMMISION ON ELECTION. 2009. What’s New in 2010 Elections? Retrieved October
22, 2009 from http://www.comelec.gov.ph/modernization/automation of teh
election process.html
BALTING, G. P. 2007. Factors affecting the choice of radio stations among BS
development communication students at Benguet State University. BS Thesis.
Benguet State University, La Trinidad, Benguet. P.13.
BUGTONG, H. C. 2007. Mass media habits of Benguet State University students, First
Semester 2006-2007. BS Thesis. Benguet State University, La Trinidad, Benguet.
Pp. 27-28.
KINGAT, J. S. 2003. Internet use for instruction in Benguet State University. BS Thesis.
Benguet State University, La Trinidad, Benguet. P.14.
LOMIWES, J. T. 2007. Information sources on organic farming of farmers on Loo,
Bugias, Benguet. BS Thesis. Benguet State University, La Trinidad, Benguet.
P.18.
SAWASI, Z. W. 2008. Mass media habits of Atok National High School-Annex. BS
Thesis. Benguet State University, La Trinidad, Benguet. Pp. 12,22.
SISON, M. C. 2009. Awareness of Benguet State University to current events. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 5,7,8,25.
SONGYO-EN, O. L. 2008. Information sources, source preference and information needs
of vegetable farmers in barangay Madaymen, Kibungan Benguet. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 18,19.
TUCDAAN, C. H. 2005. Media preference of trainors in conducting seminars and
trainings at the Agricultural Training Institute Cordillera Region (ATI-CAR). BS
Thesis. Benguet State University, La Trinidad, Benguet. Pp. 16-17.
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
APPENDIX B
Guide Questions
A. SOCIO-DEMOGRAPHIC PROFILE OF THE RESPONDENTS
Name:
____________ Civil
Status:
_______________________
Age:
____________ Occupation:
_______________________
Sex:
____________ Educational
Attainment:
_____________
B. WHAT MASS MEDIA MATERIALS DO YOU USE ON INFORMATION
REGARDING 2010 ELECTION?
___
Radio
___
Books
___
Television
___
Magazine
___
Newspaper ___
Internet
Others, pls. Specify: _________________
C.1 HOW OFTEN DO YOU USE MASS MEDIA?
Frequency of Mass Media Use
M.Media Daily Once
a Once a
Once a
Only
Others,
Week
Month
Year
When
pls.
Needed
Specify
Radio
Television
Newspaper
Books
Magazine
Internet
Others:
C.2 LENTH OF EXPOSURE TO MASS MEDIA
Length of Exposure
M.Media
Less than 1 1-2 Hours
3-4 Hours
5-6 Hours
Others,
Hour
pls.
Specify
Radio
Television
Newspaper
Books
Magazine
Internet
Others:
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
28
D. WHAT MASS MEDIA DO YOU PREFER MOST ON INFORMATION
REGARDING 2010 ELECTION?
Reasons
M. Media
less
Easy to
More
available Other Reasons, pls.
expensive understand detailed
Specify
Radio, why?
Television,
why?
Newspaper,
why?
Books, why?
Magazine,
why?
Internet,
why?
Other Mass
Media (pls.
Specify)
why?
E. WHAT ARE THE PROBLEMS YOU ENCOUNTERED IN USING MASS MEDIA?
Problems
M. Media
expensive Difficult
Not
Not
Others Problems, pls.
to
detailed
available Specify
understand
Radio,
Television
Newspaper
Books
Magazine
Internet
Other Mass
Media
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
29
Mass Media Preference of the Residents of Barangay Tawang,
La Trinidad, Benguet on 2010 Election / Wellington T. Gayob. 2010
APPENDIX A
Letter to the Barangay Captain
Benguet State University
COLLEGE OF AGRICULTURE
Department of Development Communication
___________
Date
Lorenzo A. Belino
Barangay
Captain
Tawang, La Trinidad, Benguet
Sir:
Warm greetings!
I am Wellington T. Gayob, a fourth year student of Bachelor in Development
Communication at Benguet State University. I am presently conducting my Thesis titled
“Mass Media Preference of the Residents of Barangay Tawang, La Trinidad, Benguet on
2010 Election”.
To make this possible, may I ask for your approval for me to conduct my study in
the said Barangay? I will be choosing a total of forty-five (45) residents as my
respondents.
Thank you very much and looking forward for your positive response.
Sincerely yours,
WELLINGTON T. GAYOB
Student
Noted:
ANNA LIZA B. WAKAT
Adviser
Document Outline
- Mass Media Preference of the
Residents of Barangay Tawang, La Trinidad, Benguet on 2010 Election
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Limitations of the Study
- REVIEW OF LITERATURE
- Mass Media Use
- Length of Exposure Using Media
- Mass Media Preference
- Problems in Using Media
- METHODOLOGY
- Locale Time and Study
- Respondents of the Study
- Data Collection
- Data Gathered
- Data Analysis
- RESULTS AND DISCUSSION
- Socio-Demographic Profile of the Respondents
- Mass Media Used By the Respondentson Information Regarding 2010 Election
- Frequency of Exposure to Mass Media
- Length of Exposure to the Use of Mass Media
- Most Preferred Mass Media of the Respondentson Information Regarding 2010 Election
- Problems Encountered in Using Mass Media
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDICES