BIBLIOGRAPHY ROSARIO, CRISANTE K. APRIL...
BIBLIOGRAPHY
ROSARIO, CRISANTE K. APRIL 2010. Mass Media Preferences for Research
Requirements among the Students of Maba-ay National High School- Bansa Annex
Bauko, Mt. Province. Benguet State University, La Trinidad Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
A study on mass media preferences for research requirements among the students
of Maba-ay NHS- Bansa Annex was conducted to determine the socio- demographic
profile of the students, determine the common research requirements and topics in school,
identify the mass media that are available in the community, identify the mass media
used by the respondents in school for research purposes, determine the students’ reasons
for using the mass media, identify the most preferred mass media of the respondents for
research purposes, and identify the problems encountered by the students in using the
mass media for research purposes. Survey questionnaire were floated to gather data from
60 randomly chosen respondents. An interview schedule was also done to clarify and
validate their answers.
Majority of the respondents belonged to age bracket 14- 15. Female respondents
dominated the group. All of the respondents were single and mostly all of them were
Roman Catholic.
The common school research required to the students was book reports. On the
other hand, definition of general knowledge, biography of famous people, historical
events and trivia were the common research topics being required in their school.
The respondents identified radio, television, newspaper, book and magazine as the
mass media in their community. Few respondent mentioned internet as another mass
media available. The book ranked number one as the mostly utilized mass media for
research because it is available, convenient to use and provides information needed
particularly the school textbooks in History, Filipino, English, Science and Mathematics.
The internet and book were the top most preferred mass media for research. The
leading problems encountered by the respondents in using the mass media were
incomplete information, highly technical and inaccessibility.
It was recommended that the school should add more sources/ materials for
research and other educational materials. A library connected with library hub should be
established in the school for effective and massive information references. Educational
programs in the radio, television and other mass media should be included after school
hours.
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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 …………………………………………….
3
Importance of the Study ……………………...……………………
3
Scope and Limitation of the Study…………………...…………….
4
REVIEW OF LITERATURE
Mass Media ……………………………………………..………….
5
Mass Media Used
by the Students …………………………………………………….
6
Reasons for Using Mass Media ……………………………..…….
6
Media Preference ………………………………………….……….
8
Information Acquired from
Mass Media…..……………………………………………………...
8
Problems Encountered in Using Mass Media ……………..……….
10
METHODOLOGY
Locale and Time of Study ………….……………………………...
11
Respondents of the Study………………………………...………...
11
iii
Data Collection……………………………………………………..
11
Data to be Gathered………………………………………………...
13
Data Analysis……………………………………………………….
13
Definition of Terms ……………………………………………….. 13
RESULTS AND DISCUSSION
Socio- demographic Profile of MNHS-
Bansa Annex Students ………………………………...…………..
14
Common Research Requirements …………………………………
16
Common Research Topics …………………………………………
17
Available Mass Media ……………………………………………..
18
Mass Media Used by Students ……………………………………..
19
Reasons for Using Mass Media ……………………………………
22
Preferred Mass Media ……………………………………………...
25
Problems Encountered in Using Mass Media...................................
27
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary …………………………………………………………...
30
Conclusions………………………………………………………...
32
Recommendations………………………………………………….
33
LITERATURE CITED……………………………………………………
34
APPENDICES
A. Letter to the Principal…………………………………………..
36
B. Letter to the Respondents………………………………………
37
C. Survey Questionnaire…………………………………………..
38
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INTRODUCTION
Rationale
Mass media is a means of communication aimed for the widest possible audience.
They are categorized as print (newspaper, magazines, books), and broadcast media
(radio, television). Moreover, as they play important roles in the community, they serve
as an instrument utilized for transmitting information to the mass of people in different
localities and nations, Aboen (2007).
According to Sauza (2008), as cited by Paulino (2003), mass media are those
means of communication that reach and influence large numbers of people, especially
newspapers, popular magazines, radio, and television. It is considered as the fourth estate
of the society, the fourth branch of the government and the voice and weapon of the
people and the society as a whole.
Students can learn not only through the knowledge and information they gain and
grasp from the school rather through other means like newspaper, books, radio,
television, magazine, and internet depending upon the media which they want to use.
Mass media then can enhance or boost individuals’ learning most especially to
students. Many students are sometimes failing their other subjects but because they
utilize their vacant times in reading newspapers and other printed media and watching
educational monies or documentary films, they somehow grasp or acquire knowledge,
information and facts that are related to some of their subjects.
In Mabaay National High School- Bansa Annex, students are engaged in many
research requirements such as the definition of general knowledge, historical events, term
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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papers, book reports, reaction papers trivia’s and others that require them to confer with
different mass media available within their premise.
Mabaay National High School- Bansa annex is the annex school of Mabaay NHS
founded in 1999 through the initiative of the Barangay officials, and Parents Teacher
Association (PTCA) officials of Bansa Elemenary School. Students are from Barangay
Bansa, and some of them are from Sadsadan proper, Napua, and Ambacbac, Monamon
Norte, Bauko, Mountain Province.
Thus, it is necessary to assess and evaluate the mass media preference of the
students for their research requirements and also to secure insights that can help
maximize the use of mass media as an educational tool for the students, hence this study.
Statement of the Problem
This study aimed to know the mass media preference for research requirement of
Mabaay NHS- Bansa Annex students, Bauko, MT. Province. Particularly, it answered the
following questions:
1. What is the socio-demographic profile of the respondents?
2. What are the common research requirements and topics in school?
3. What mass media are available in the community?
4. What mass media do the respondents use in school for research purposes?
5. What are the students’ reasons for using the mass media?
6. What is the most preferred mass media of the respondents for research
purposes?
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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7. What are the problems encountered by the students in using the mass media
for research purposes?
Objectives of the Study
This study identified the mass media preference for among the students of
MNHS- Bansa Annex on their research requirements. Specifically, it aimed to:
1. Determine the socio-demographic profiles of the students;
2. Determine the common research requirements and topics in Mabaay NHS-
Bansa annex;
3. Identify the mass media that are available in the community;
4. Identify the mass media that the students are utilizing in school for research
purposes;
5. Determine the students’ reasons for using the mass media;
6. Determine the most preferred mass media of the respondents for research
purposes;
7. Identify the problems encountered by the students in using the mass media for
research purposes.
Importance of the Study
The results of the study will be used by the Mabaay NHS- Bansa Annex faculty in
designing alternative learning strategies for the students. Also, it could help maximize the
usage of mass media as an educational tool for the students.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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Lastly, it may serve as basis of reference for researchers who have the same
interest to conduct an extensive study on mass media and the people.
Scope and Limitation
The study was conducted among 60 students, (15 students per year level), they
were chosen from first year to fourth year in Mabaay NHS- Bansa Annex who assessed
and evaluated the students’ preference of mass media vis-a-vis their research
requirements and secured insights that can help maximize the use of mass media as an
educational tool for the students.
The study was conducted on December to January 2010.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
REVIEW OF LITERATURE
Mass Media
According to Oskamp (1977), as cited by Lomiwes (2007), attested that print
media (books, magazine, and newspapers) allow reader to determine the time and place
of their exposure and also permit easy re-exposure if desired. Research suggests that print
media produce better comprehension and retention of complex material than other media,
but this advantage does not hold for simple material.
The broadcast media (radio and television) now reach nearly everyone in the
industrialized nations, including groups such as the aged, young children, and people
with law education, who are not easily reached by media and who maybe more pursuable.
The visual media (television and films) are considered to be uniquely effective because of
the word “you are there” immediacy conferred by their visual nature. As a result, they
typically receive more complete attention than other media particularly from children.
The media are also unmistakably a part of everyday life in our culture. It has an
extensive presence in our society. In addition, the mass media are the most effective
means of disseminating information in a short period of time (Groiler Encyclopedia of
Knowledge, 2003) as cited by Lomiwes (2007).
In other level, according to De Leon (2001), as cited by Lomiwes (2007), stated
that the media keep the country updated with the latest and appropriate communication
structures and communication technology prevalent in a globalize world system as useful
instrument in developing our economy, society, culture and policies among others.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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Mass Media Used by the Students
Sawasi (2008) found out in her study on Mass media habits of Atok NHS- annex
students that they used three or more mass media where book was the number one used
by all of the students. He also noted that some books they used contained different
stories, inventions and other information related to their topics or lessons in school.
In the study of Bugtong (2007), the leading mass media mostly used by Benguet
State University students were books, radio and television.
Anno (2003) revealed that radio was the common mass media channel used by the
respondents in her study listenership of Radyo Natin FM Buguias in the three Barangays
of Mankayan, Benguet.
Moreover, radio was still the number one mass media used by the respondents in
her study on Mass media habits of the farmers of Barangay Dalipey, Bakun and in
Barangay Poblacion, Kibungan, Benguet (Aboen, 2007).
Reasons for Using Mass Media
Radio. Libag (2003) stated that the leading reasons for using the radio programs
are: it informs (91.11%) and it entertains (88.88%). Almost 19% claimed that they just
listen to learn songs. It also serve as reminders and enable them to control their temper
and because they could not sleep.
A study of Paulino (2003), most of his respondents in Palina, Kibungan, Benguet
(4%) listen to the radio because it provides current vegetable prices. As justified in the
study, this is important for them because most of them are vegetable growers. Other
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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reasons for listening are: it gives information, it increases knowledge, it informs on
current issues, and it provides entertainment and relaxation.
In the findings of Pocdo (2003) that respondents in Pacso, Kabayan, Benguet
claimed that BSU on the air program was helpful for varied reasons. The reasons are as
follows: it introduces new technologies (86%); it helps to increase productivity (56%)
and topics are new (10%).
The ability of radio to contribute to National Development is attributed party to
the fact that people prefer over mass media as it fulfils certain psychological needs and
also because radio listening is easier than reading or viewing movies or television.
(Jamias, 1975) as cited by Palubos (2004).
Television. According to Arboleda (1993), as cited by Sawasi (2008), TV brings
the family in the home for entertainment. It was also found out that it is the most effective
way to reduce boredom due to its informative and entertaining programs.
Magusara (1987), as cited by Pongdad (2006) also found out that for the different
high school in Baguio City, television is already a part of their everyday life despite the
fact that there are lots of work in school. They felt they deserve a “reward” in the form of
relaxing hours of TV viewing. Moreover, they showed that TV is an important medium
for the audiences. Females watched TV operas more frequently than the males. This
showed that women are fond of dramas especially if the main character is their favorite.
Males also watched TV to be able to obtain the lessons about life that they could apply in
their everyday activities.
Newspaper. Cheren (2008) found out that 61.25% respondents in Bontoc
residence, who read the Mountain Province Monitor, were not reading all of its contents
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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because as they say, some articles were not interesting. The types of articles that they
read most were the following: news articles, new- features and columns. They revealed
that they read the said articles for the reasons that the topic were educational (67.50%),
interesting (56.25%); and to verify whether the information they heard from others were
true (1.25%).
According to Pongdad (2006), her respondents access the net when there are
assignments or research work to complete the school requirements.
Anno (2003) found out in her study that broadcast, print and educational media
were used by her respondents in Mankayan to be informed and to be entertained.
Media Preference
The findings of Sison (2009) indicated that students in BSU claimed that they
preferred television as their source of news.
Sawasi (2008), also stated in her study that most of the respondents on Atok
National High School- Annex preferred television (45%), followed by book (28.33%)
and radio (25%). 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.
Information Acquired from Mass Media
According to Siado (1982), radio programs have provided not only the students
but also the community, a vital medium for information and self- development ranging
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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from profitable framing techniques of wise utilization of agricultural and financial
resources to nutrition and health guidance topics. An hourly public service are also aired
daily for the benefit of the community where important topics like family planning,
community involvement, peace and order, the direction of the governments’
developmental thrusts, the problems facing the nation as well as the on-going
achievements of the government are being discussed with the help of the Barangay
leaders.
Allan (2007) showed that all respondents in Poblacion, Kibungan, Benguet
listened to the radio to get information on agriculture on current vegetable prices, farming
practices, health and nutrition and kitchen tips.
Anno (2003) also stated that majority (64.06%) of the respondents in her study on
the Listenership of Radyo Natin Buguias in the three Barangays of Mankayan, Benguet
claimed that they needed information on community issues so that they will be aware of
happenings in their community; 62.50%, health and nutrition like medical updates,
curative and preventive measures for diseases; 30.67% of agriculture specially farming
tips, swine production and current issues.
Forty- four percent (44%) of the respondents acquired information from print
media which are poster, leaflets, and newspaper. As stated by some of the respondents in
Barangay Tawang, Alno, Alapang, and Ambiong, they saw and read the campaign poster
and leaflets of Solid Waste Management program in their respective Barangay hall and
some stores in the area (Tayaban, 2009).
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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Problems Encountered in Using Mass Media
The socio-economic status of the family affects the individuals’ attitudes and
interest even in the choice of media and other television programs. Also in the same study
according to David (1980) as cited by Lomiwes (2007), individual with high economic
status have wider range of choice but those belong to lower economic status have limited
choices.
Sawasi (2008) also stated that students in Atok National High School-Annex
claimed that the cost of using mass media is expensive. In book, the leading problem was
its content, where in they said that it was difficult to understand.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
METHODOLOGY
Locale and Time of the Study
The study was conducted at Mabaay NHS- Bansa Annex, Barangay Bansa,
Bauko, Mountain Province with 148 students enrolled for the school year 2009-2010.
The school is located at the eastern part of the town with the land area of 1, 185
square meters (Fig.1). It is 1.5 kilometers away from the Halsema highway and is five
kilometers away from the main school. Besides, it is approximately two hours travel
using cars and jeep before reaching Bontoc Mountain Province.
The enrollees of Mabaay NHS- Bansa Annex came from nearby Elementary
School like Bansa Elementay School, Sadsadan Trail Elementary School, Napua
Elementary School and Ambabac Elementary School.
This study was conducted from December to January 2010.
Respondents of the Study
The respondents of the study were 60 students enrolled at Mabaay NHS-Bansa
Annex in the school year 2009- 2010. Fifteen (15) students per year level were randomly
chosen.
Data Collection
The data was collected through survey questionnaire. An interview was done to
validate or to clarify the answers.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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Figure1. Showing the locale of the study
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
13
Data Gathered
The data gathered include:
1. the characteristics of the students;
2. the common research requirements and topics in Mabaay NHS- Bansa annex;
3. the mass media that are available in the community;
4. mass media used by the students for research purposes;
5. reasons for using the mass media;
6. preferred mass media by the students for research purposes; and
7. problems encountered using the mass media.
Data Analysis
The data collected was consolidated, tabulated and analyzed using frequency and
percentage.
Definition of Terms
Book. The study considered book not merely an instructional material, rather a
mass media since it includes the generally circulating references that are accessed by the
any individual of different status in the book stands. These include recipe books, fictions,
instructional books and more.
Preference. The study defines preference as the ideal choice of a thing regardless
of its availability and accessibility.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
14
RESULTS AND DISCUSSION
Socio- demographic Profile of MNHS-
Bansa Annex Students
There were sixty respondents of the study where 15 students each from 1st to 4th
year levels were randomly chosen.
Table 1 shows the socio- demographic profile of Mabaay NHS- Bansa Annex
students. Shown in Table 1, majority (32 or 53.33%) belonged to age bracket 14- 15 and
followed by 12- 13 years old (23.33%). The youngest respondent was 12 years old while
the oldest was 19.
There were more female respondents than males in the study. Majority of them
were single.
As to religion, 33 or 55% of the respondents were Roman Catholic while the
others belong to Assembly of God, Lutheran, Anglican, Baptist and Jehova’s Witnesses.
As to parents’ occupation, most of them were wage earner such as carpenters,
farmer- laborers, road constructors, harvest transporters and others.
This implies that students of Mabaay NHS- Bansa Annex were in the proper age
for high school students. Moreover, they were affiliated with different religious sects that
were in-lined with the Christian faith.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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Table 1. Socio- demographic profile of MNHS- Bansa Annex students
PROFILE FREQUENCY PERCENTAGE
Age
12-13 14 23.33
14-15 32 53.33
16-17 11 18.33
18-19 3 5.00
TOTAL 60
100
Sex
Female
38
63.33
Male
22
36.67
TOTAL 60
100
Religion
Roman Catholic
33
55.00
Assembly of God
11
18.33
Lutheran
7
11.67
Anglican
4
6.67
Baptist
3
5.00
Jehova’s Witnesses
2
3.33
TOTAL 60
100
Parent’s Occupation
Wage Earner
32
53.33
Farmer
28
46.67
TOTAL 60
100
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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Common Research Requirements
Table 2 shows the common research requirements of the students in Mabaay
NHS- Bansa Annex. These include the reaction papers, book reports, and term papers.
More than half (48 or 80%) of the students indicated book reports as the mostly
required research assignment by their teachers because as they said, their teachers want
them to be trained and enhanced their skills in reading, understanding and analyzing
topics that were given to them. Some added that the book reporting is purposely to
expose them to talk and have confidence in speaking in front of many people. Ms.
Balbina D. Baguitan, the Teacher In- Charge of the school, added that they want their
students to be trained in speaking Tagalong or English language since they observed as
the weakness of their students. She explained that their students were ashamed to
communicate with visitors especially if they spoke Tagalog or English.
Reaction paper and term paper were the least required research. Ms. Baguitan and
her co-faculty explained that they require their students to do reaction papers and term
papers depending on the topics they have discussed if it requires written analysis or
feedback among the students.
Table 2. Common research requirements in Mabaay NHS- Bansa Annex
RESEARCH REQUIREMENTS FREQUENCY
PERCENTAGE
Book reports 48
80.00
Reaction paper
28 46.67
Term papers
20
33.33
*multiple response
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
17
Common Research Topics
Common research topics are presented in Table 3. Results show that all of the
respondents specified definition of general knowledge as the mostly required research
topic by their teachers. According to the respondents, the topics being required to them
depends on the various subjects they were taking. The definition of terms which they
always researched were mostly taken from their Science, English, Math and T.L.E
subjects such as the definition of science, noun, pronoun, formulas, and others.
The next three leading research topics were historical events, 46 or 76.67%,
biography of famous people (70%) and current events (68.33%).
Trivia was the least required research topics with the frequency of 38 or 63.33%.
As said by the respondents, this was required only in their science subject like the trivia
of the different inventions and contributions around the world along with their usage and
importance.
Table 3. Common research topics in Mabaay NHS- Bansa Annex
RESEARCH TOPICS
FREQUENCY
PERCENTAGE
Definition of General Knowledge
60 100.00
Historical Events 46 76.67
Biography of Famous People 42
70.00
Current Events 41
68.33
Trivia 38
63.33
*multiple response
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
18
Available Mass Media
Table 4 shows the mass media that were available in the community. The
respondents used different mass media that were available in school and in the
community. These were categorized as broadcast, print and electronic media (Table 4).
Results show that the mass media such as books, television, radio, newspaper,
magazines, and internet are still currently available in their place. The three leading mass
media that were available in the community were books, television and radio with the
frequency of 60 or 100 %. These were preceded by the newspaper in the frequency of 52
or 87 % and followed by the magazine (37 or 61.67%). This implies that books was the
only leading available print media in their community.
The internet was the least identified available mass media in the community since,
according to the respondents, only those who can afford to buy, were the ones who
acquired broadband or smart bro connections of internet in their homes. Also, there were
no internet shops in the community. This is due to the fact that the internet coverage in
the area is very slow. The nearest internet shop is located in Abatan, Bugiuas, Benguet
which is an hour away of travel. This was supported by the finding of Sawasi (2008) that
internet was least used by the students in Atok National High School due to the absence
of internet connection in their community.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
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Table 4. Available mass media in the school and in the community
MASS MEDIA
FREQUENCY PERCENTAGE
Broadcast
Television 60 100.00
Radio 60 100.00
Pint
Books
60
100.00
Newspaper
52
87.00
Magazine 37
61.67
Electronic
Internet
19 31.67
*multiple response
Mass Media Used by Students
Table 5 shows the mass media usage among the respondents. The highest of
which is the book as indicated by all the students. Mostly, the books used for research
requirements were the textbooks of the different subjects in every year levels like English
with 38.33% of usage; Science with 33.33%; History with 30% utilization and the least
used were Filipino and Math textbooks with the percentage of 30. The specified books
were mostly the reference of the students in their research on definition of general
knowledge, biography of famous people, historical events, and trivia for them to
complete their book reports, reaction papers and term papers. Aside from the school
textbooks, other educational materials such as dictionary, world almanac, encyclopedia,
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
20
atlas and brochure were also used by the respondents for research purposes.
Table 5. Mass media used by the students for research purposes
MASS MEDIA FREQUENCY
PERCENTAGE
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
21
Books (60)
(100)
English 23 38.33
Science 20 33.33
History 19 31.67
Filipino 18 30.00
Math
18 30.00
Television (53) (88.33)
ABS- CBN (channel 3) 22 41.50
GMA7 16 30.18
QTV (channel 11) 12 22.64
ABC5 7 13.20
Radio (35) (58.33)
DWFR Radyo ng Bayan, Bontoc 25 71.42
DZWT Mt. Prov. Broadcasting Corp. 22 62.85
DZMM Manila 17 48.57
Newspaper
(35)
(58.33)
Baguio Midland Courier 22 62.85
Philippine Daily Inquirer 7 20.00
Manila Bulletin 5 14.28
Zigzag Weekly 4 11.42
Mountain Province Monitor 2 5.71
Phil. Star 1 2.85
Magazine (4) (7.00)
Liwayway 1 2.85
Internet
(2) (5.71)
Next to book, the television ranked second as the most utilized media for research
requirements (88.33%). Most of the respondents who accessed television watched
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
22
Channel 3 or ABS- CBN with the percentage of 41.50% and followed by GMA 7 with
the percentage of 30.18. The respondents said that they accessed the two TV channels for
them to be informed and to be entertained particularly on public service announcement
such as weather conditions; crimes; politics and showbiz as well. This is because their
teachers required them to be updated on current events. The result was analogous with
the findings of Sawasi (2007) that the leading information acquired by the students of
Atok NHS- Annex was on crimes, politics, public service announcements and weather
condition.
The respondents commented that the signal of ABC5 channel was on and off.
This is the primary reason why the channel was least accessed. Moreover, necessary
educational programs being aired such as the “Talentadong Pinoy,” compete with the
programs in other TV channels.
Both radio and newspaper ranked third as the most utilized media by more than
half of the respondents for their research purposes with 58.33 % of usage. For radio,
71.42% of the respondents who tuned in to the medium listened to DWFR, Radyo ng
Bayan-Bontoc, as they said; the signal was clear since it was the nearest radio station in
their locality. Moreover, the topics being aired were related to their community that is
why they understand and relate on the issues discussed. Mostly, the information they
acquired from the station were issues on politics, crimes, and vegetable prices.
This was preceded by DZWT Mt. Prov. Broadcasting Corporation with 62.85%
respondents. The rest listened to DZMM-Manila with only 48.57%. The respondents who
claimed to listen in DZMM- Manila reasoned that the station aired pleasing music.
However, they cannot understand the lyrics of the songs aired because it was not clear
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
23
since the transmitter cannot reach the area.
On the other hand, Baguio Midland Courier was also utilized by the respondents
with the frequency of 22 or 62.85%. Other newspaper such as Philippine Daily Inquirer,
Manila Bulletin, ZigZag Weekly, Mountain Province Monitor and Philippine Star were
also accessed by few of the respondents. They read the identified newspapers for them to
gain some knowledge or idea on the researches, trivia, inventions, and to be aware on
what was happening in the country and in their community as well. These was supported
in 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.
Among the mass media that were least utilized for research requirements were the
magazine (7%) and internet with the percentage of 5.71.
The discussion above implies that the respondents used the mass media for them
to be informed and entertained aside from getting information for their research
requirements.
The findings were similar with the study of Bugtong (2007) wherein the leading
mostly used mass media by the BSU students were radio, book and television.
Reasons for Using Mass Media
Reasons for using the mass media are presented in Table 6. The leading reason for
using the mass media were due to is availability, accessibility and convenience in using
them.
The book belongs to the top three used mass media since all of the respondents
agreed to its availability and convenience in using. Fifty percent of the respondents
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
24
Table 6. Mabaay NHS- Bansa Annex students’ reasons for using mass media
MASS
REASONS
MEDIA
Available
Accessible
Provides Info.
Easy to Use
Needed
No. %
No. %
No. % No. %
Books 60 100.00 26 43.33 30 50.00 60 100.00
Television
60 100.00 60 100.00 24 40.00 60 100.00
Radio
60 100.00 60 100.00 17 28.33 60 100.00
Newspaper
52 86.67 14 23.33 25 41.67 52 86.67
Magazines
37 61.67
4 6.67 4 6.67 4
6.67
Internet
19 31.67
2 3.33 2 3.33 2 3.33
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
25
agreed that the book as a mass media used for their research requirements provide the
information they need. They said so because most of the research requirements or assignments
given by their teachers were taken from their curricular textbooks, and most of the time they
were given surprise quizzes by their teachers so they have to read in advance. However, less than
half or 43.33% of the respondents agreed in terms of the accessibility of the book. Although the
respondents highly rated the book in terms of its availability, they did not necessarily agreed to
its accessibility, since according to them, the number of the books was not enough for the
number of the students.
The television and radio as the second and third highly used mass media gained perfect
ratings in terms of their availability, accessibility and convenience in using. All the respondents
noted that they easily accessed the two mass media since most of the respondents have them at
home. Despite that, the respondents agreed that the specified media did not provide most of the
information they needed for their research. The fourth ranked used mass media was the
newspaper. Most of the respondents approved its availability and convenience of usage.
However, few respondents agreed that the media is accessible and it could provide the
information they need.
The two least used mass media were the magazine and internet, respectively. The
respondents said that they were available but less than half of the respondents rated them low.
For magazine, it was noted by the respondents that they use the print media for other school
requirements such as the flower vase and other decorative purposes.
The internet was ranked last because only few respondents accessed it and only when
they go to Abatan, Benguet. The place is the nearest town in the area that takes one hour travel
where an internet shop was found.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
26
Result show that only books can provide the information needed. This implies that the
available and accessible mass media in the community of the respondents did not provide all the
information they needed.
This supports the study of Pongdad (2006) that her respondents access the internet to
complete the school requirements rather than using the other media that were available in the
community.
Preferred Mass Media
The preferred mass media for research purposes among the students are shown in Table
7. The respondents did not necessarily use the mass media as shown in the table but in
accordance to which they think could give them efficient answers or write-ups for school
research purposes.
The highest ranked mass media were the book and internet. All of the respondents agreed
that the specified mass media could give them the information they need and were convenient to
use. For book, it was preferred since it is available in their school but only few among the
respondents agreed on its accessibility and provide information they needed. This means that
books were available but not necessarily accessed by all of the respondents.
On the other hand, all of the respondents knew that the internet is convenient to use and
could provide all the information they needed for their research requirements but it is not
available in the community or they cannot access it in general. In addition, most of the third and
fourth year students reasoned out that they preferred to use the internet in
Table 7. Preferred mass media of the students of Mabaay NHS- Bansa Annex for research
purposes
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
27
MASS MEDIA RANK
Books 1.5
Internet 1.5
Television 3.0
Radio 4.0
Newspaper 5.0
Magazines 6.0
preparation for college which requires computer literacy to be able to catch up with the college
requirements and projects.
Television ranked third as the most preferred media for research requirements. All of the
respondents preferred the medium because of both its availability and accessibility. Moreover, all
of the respondents also agreed that the medium is easy to use since it was audiovisual. However,
the respondents said that the medium did not provide all the information needed in their research.
This implies that the respondents preferred television for their research requirement since it was
the medium which they could all access due to its availability but they were aware that it could
not give most of the information they would need for their research.
Next to television is the radio. Similar with television, all respondents agreed that the
media was convenient to use because according to them, the medium was localized, available
and accessible. These were the primary reasons of preference among the respondents since only
few among them agreed that it could provide the information they need.
Newspaper and magazine ranked 5th and 6th, respectively. The respondents accessed the
medium since it was available and convenient to use. However, some respondents mentioned
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
28
that there was limited distribution of the said medium around their community which is why they
do not use them.
Magazine was rated low by the respondents since according to them; it is not accessible,
not convenient in usage and lacks information needed for the purpose of research. This implies
that the educational type of magazine was not available in the community.
The finding shows that the preferred media among the students are rarely available in
their community and they accessed the television and radio since these were the medium they
could access. This corroborates the finding of Sawasi (2008) that Atok National High School-
Annex students’ 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.
Problems Encountered when Using Mass Media
Problems encountered in using the mass media are presented in Table 8.
The problems encountered in using the book were incomplete information and limited
number of the media supplied for school use. According to the respondents, the books they use
for their research did not contain all the facts which they need. Moreover, they cannot look in
other references since there is limited number of books in their school. This leaves other students
with nothing to borrow for homework purposes.
Table 8. Problems encountered by Mabaay NHS- Bansa Annex students when using mass media
Mass Media
Problems
Books
Incomplete Information
Limited in number
Television
Incomplete information
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
29
Highly Technical
Low signal of other channels
Unrepeated
information
Radio
Incomplete information
Highly technical
Unrepeated
information
Newspaper
Incomplete information
Magazine
Incomplete information
Highly
Technical
Internet
Not available
Limited
knowledge
The television and radio have the same problems encountered in their usage. Among
the specified problems are incomplete information, highly technical, low signal of other channels
and unrepeated information. The respondents mentioned that the two mass media is inefficient
since most of the aired information is not needed in their research. Moreover, most of the
respondents said that they cannot understand some of the topics discussed. Also, some
respondents misquoted some of the information aired since it is only flashed/aired once.
On the other side, incomplete information was the problem being encountered by the
respondents who used the newspaper and magazine. According to the respondents, the research
being required to them were not associated to the information the two media provide. Some also
reasoned out that the two media was rarely available in the area.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
30
For the internet, although it was preferred by most of the respondents, the problem as
stated by them is due to its unavailability within their community. They also said that they have
limited knowledge in using the internet. The few respondents who rarely accessed the medium
went to the nearby towns where internet shops were available.
The problems in using the mass media being identified shows that these were
encountered by all of the respondents. It also shows that the respondents encountered various
problems depending on the mass media they use.
The results discussed above imply that most of the mass media used by the respondents
did not provide their information need for school research purpose. Thus, the mass media that
could provide their information need was not available in their community
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was generally conducted to determine the mass media preference for
research requirements among the students of Mabaa-ay National High School- Bansa
Annex, Bauko, Mt. Province. The study was conducted on January to February 2010.
Specifically, the study aimed to determined the socio-demographic profile of the
students, specified the common research requirements and topics in school, identified the
mass media that are available in the community, identified the mass media used by the
respondents in school for research purposes, determined the students’ reasons for using
the mass media, identified the most preferred mass media of the respondents for research
purposes and, identified the problems encountered by the students in using the mass
media for research purposes.
Survey questionnaires were floated to gather data from the respondents. Fifteen
(15) students per year level were randomly chosen which composed the 60 respondents
who are students of Mabaay NHS-Bansa Annex in the school year 2009- 2010. An
interview schedule also was done to clarify and validate the answers.
Majority of the respondents belonged to age range 14-15. Female respondents
dominated the group. Their leading religious affiliation is Roman Catholic. All of the
respondents were single and most of their parents were wage earner such as carpenters,
farmer- laborers, road constructor, harvest transporters and others.
The common school research required for the students was book reports. The
topics required for research were definition of general knowledge, biography of famous
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
31
people, historical events, book reports, current events and trivia. These are followed by
reaction paper and term paper as the least mentioned.
The respondents identified the mass media available in their community like
radio, television, newspaper, book and magazine. Few respondent mentioned internet as
another mass media available in their community.
The most utilized mass media for research purposes among the respondents was
the book particularly the school textbooks in History, Filipino, English, Science and
Mathematics. Other educational material such as the World Almanac, Encyclopedia,
Dictionary and Atlas were added by the respondents among the mass media they used.
The book ranked number one as the most used mass media because it is available,
convenient to use and it provide the information needed for the research. However, only
few among the respondents agreed that it is accessible. The television and radio were
rated third and fourth because they were available, accessible and convenient to use.
Although, most respondents did not agree that they provide the information needed. The
newspaper and magazine ranked fourth and fifth because they are available, accessible
but do not provide the information needed. The internet was least ranked because it was
primarily unavailable.
The respondents’ top preference of mass media for their research requirements are
the internet and book. The internet is preferred because it provides the information
needed, convenient to use, accessible and their orientation would prepare them to college
but it is not available. The book is preferred since it provides information needed,
convenient to use and, available but not accessible. The television and radio comes next
in the ranking because they are available, accessible, convenient to use but do not
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
32
necessarily provide all the information needed. The magazine and newspaper ranked
fourth and fifth since they are available, accessible, convenient to use but do not provide
information that are needed.
The problems encountered in the mass media usage among the respondents vary
in every mass media they used. Incomplete information is the problems encountered from
the books because of its few number, so many students cannot borrow it for home use.
The radio and television also provides incomplete information, some topics are highly
technical and expensive for current costing. The magazine, internet were least ranked
respectively since they are unavailable. Thus, incomplete information is the leading
problem encountered in using the mass media. Other respondents added that though they
were available but it is not necessarily accessible.
Conclusions
Based on the findings derived from the study, the following were concluded:
1. The most common school research required to the students was book reports.
On the other hand, they were also tasked to do research topics on definition of general
knowledge, historical events, current events and trivia.
2. There were different mass media available in the community.
3. The books specifically their textbooks was the most used mass media.
4. The common reasons why students use the different mass media were
availability and convenience in using.
5. The most preferred mass media for research requirements were internet and
books.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
33
6. Incomplete information and highly technical were the common problems for
using the different mass media.
Recommendations
Based on the conclusion, the following recommendations were derived:
1. The school should add more sources/ materials for research purposes.
2. A library connected with the library hub should be established in Mabaa-ay
National High School- Bansa Annex for efficient reference on the learning requirements
of all the students.
3. Computer laboratory with internet connection should be established in the
school for effective and massive information reference among the students.
4. Educational programs/page in the radio, television and other mass media
should be included after school hours for students to access them.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
LITERATURE CITED
ABOEN, F. A. 2007. Mass media habits of Barangay Dalipey, Bakun and in Barangay
Poblacion, Kibungan, Benguet. BS Thesis. Benguet State University, La Trinidad,
Benguet. P. 1.
ALLAN, M. G. 2007. Listenership of the program ‘Boses ti Farmers’ in Poblacion,
Kibungan, Benget. BS Thesis. BSU, La Trinidad Benguet. P. 23.
ANNO, J. B. 2003. Listenership of Radyo Natin FM Buguias in the three Barangays on
Mankayan, Benguet. BS Thesis. BSU, La Trinidad, Benguet. Pp. 8, 26- 27.
BUGTONG, H. C. 2007. Mass media habits of Benguet State University students, first
semester 2006- 2007. BS Thesis. BSU. La Trinidad Benguet. P. 27.
CHEREN, C. F. 2008. Readership of the Mountain Province Monitor among Bontoc
residents. BS Thesis. Benguet State University, La Trinidad Benguet. P. 28.
LIBAG, S. P. 2003. Radio program preferences in Sagubo, Kapangan, Benguet. BS
Thesis. BSU, La Trinidad Benguet. P. 24.
LOMIWES, J. T. 2007. Information sources on organic farming of farmers in Loo,
Buguias, Benguet. BS Thesis. Benguet State University, La Trinidad, Benguet.
Pp. 5, 6, 7.
PALUBOS, D. N. 2004. The benefits of radio drama to the vegetable farmers in
Guinaoang, Mankayan, Benguet. BS Thesis. BSU, La Trinidad, Benguet. Pp. 7-8.
PAULINO, N. L. 2003. AM and FM station listenership in Barangay Palina, Kibungan,
Benguet. BS Thesis. BSU, La Trinidad, Benguet. Pp. 14-15.
POCDO, S. M. 2003. Attitudes and perceptions of farmers on BSU on the air in
Barangay Pacso, Kabayan, Benguet. BS Thesis. BSU, La Trinidad, Benguet. P.
19.
PONGDAD, J. I. 2006. BSDC students’ perception towards online learning. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 18, 22.
SAWASI, Z. W. 2008. Mass media habits of Atok National High School-Annex
students. BS Thesis. BSU, La Trinidad, Benguet. Pp. 12, 20, 22.
SIADO, V. I. 1982. Radio as information source of vegetable farmers in Isabela. BS
Thesis. SLU, Baguio City. Pp. 12-14.
SISON, M. L. C. 2009. Awareness of Benguet State University students on current events
(SY 2008-2009). BS Thesis. BSU, La Trinidad, Benguet. P. 20.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
35
TAYABAN, A. D. 2009. Awareness level of LaTrinidad residents regarding solid waste
management program (SWMP). BS Thesis. Benguet State University, La
Trinidad, Benguet. P. 25.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
APPENDIX A
Letter to the Principal
Benguet State University
COLLEGE OF AGRICULTURE
Department of Development Communication
BALBINA
D.
BAGITAN
Teacher In-charge
Date
Mabaay NHS-Bansa Annex
Bansa, Bauko, Mt. Province
Madam:
Good day!
I am Crisante K. Rosario, a Bachelor of Science in Development Communication
student of Benguet State University.
I am conducting my thesis titled, “Mass Media References for Research
Requirements among the Students of Mabaay NHS-Bansa Annex.”
To make this possible, may I ask for your approval for me to conduct my study in
your school? I will be choosing a total of sixty (60) students (fifteen students per year
level) as my respondents. The students will be asked to answer the survey questionnaire
that is needed in my study.
The study is designed to help us determine the mass media preferences of the
students that are available within our locality for their research requirements. This will
help identify the necessary medium that will improve the quality of education in our
school
Thank you and I look forward for your positive response.
God Bless!
Sincerely yours,
CRISANTE K. ROSARIO
Student
Noted:
ANNA LIZA B. WAKAT
Adviser
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
APPENDIX B
Letter to the Respondents
Benguet State University
COLLEGE OF AGRICULTURE
Department of Development Communication
MASS MEDIA PREFERENCES FOR RESEARCH
REQUIREMENTS AMONG THE STUDENTS
OF MABAAY NHS- BANSA ANNEX
Dear Respondents,
I am Crisante K. Rosario, a Development Communication student of Benguet
State University. I am currently conducting my research study on “mass media
preferences for research requirements among the students of mabaay nhs- bansa annex”.
To make this possible, I am requesting for your full participation by answering the
needed information from the questionnaire that will be given to the chosen respondents.
The study is designed to help us determine the mass media preferences of the
students that are available within our locality for their research requirements. Besides,
this will help identify the necessary medium that will improve the quality of education in
our school.
Thank you and I look forward for your positive response.
God Bless!
Truly yours,
CRISANTE K. ROSARIO
Researcher
Noted:
ANNA LIZA B. WAKAT
Adviser
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
APPENDIX C
Survey Questionnaire
MASS MEDIA PREFERENCE FOR RESEARCH REQUIREMENTS AMONG
STUDENTS OF MABAAY NHS- BANSA ANNEX
I.
Socio- demographic profile
Name:
Year Level:
Age:
Religion:
Sex: Occupation
of
parents:
Civil status:
II.
What are the common research requirements in your school?
Definition of general knowledge
Trivia
Current events
Reaction papers
Biography of famous people
Historical events
Book reports
Term papers
Others,
pls.
specify
III.
What Mass Media materials are available in the community?
Radio
Television
Newspaper
Books
Magazines
Internet
Others
pls.
specify:
IV.
What Mass Media materials do you use for research purposes?
Radio,
in
what
station?
Television, in what channel?
Newspapers, in what newspaper?
Books,
in
what
book?
Magazines,
in
what
magazine?
Internet,
in
what
site?
Others pls. specify:
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
39
V.
What are your reasons in using the Mass Media for research purposes?
Mass Media
Available
Accessible
Provides
Convenient
Others,
information
to use
pls.
needed
specify
Radio
Television
Newspaper
Books
Magazines
Internet
Others, pls.
specify
VI.
What Mass Media do you prefer for research purposes? Please rank the mass
media according to your preference (rank from 1 to 5 from the most to the least
preferred)
Rank Mass Media Available
Accessible
Provides
Convenient
Others,
information
to use
pls.
needed
specify
Radio
Television
Newspaper
Books
Magazines
Internet
Others,
pls.
specify
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
40
VII. What problems did you encounter in using the Mass Media for research purposes?
Mass Media
Not
Expensive
Highly
Incomplete
Others,
available
technical
Information
pls.
specify
Radio
Television
Newspaper
Books
Magazines
Internet
Others, pls.
specify
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
ROSARIO, CRISANTE K. APRIL 2010. Mass Media Preferences for Research
Requirements among the Students of Maba-ay National High School- Bansa Annex
Bauko, Mt. Province. Benguet State University, La Trinidad Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
A study on mass media preferences for research requirements among the students
of Maba-ay NHS- Bansa Annex was conducted to determine the socio- demographic
profile of the students, determine the common research requirements and topics in school,
identify the mass media that are available in the community, identify the mass media
used by the respondents in school for research purposes, determine the students’ reasons
for using the mass media, identify the most preferred mass media of the respondents for
research purposes, and identify the problems encountered by the students in using the
mass media for research purposes. Survey questionnaire were floated to gather data from
60 randomly chosen respondents. An interview schedule was also done to clarify and
validate their answers.
Majority of the respondents belonged to age bracket 14- 15. Female respondents
dominated the group. All of the respondents were single and mostly all of them were
Roman Catholic.
The common school research required to the students was book reports. On the
other hand, definition of general knowledge, biography of famous people, historical
events and trivia were the common research topics being required in their school.
The respondents identified radio, television, newspaper, book and magazine as the
mass media in their community. Few respondent mentioned internet as another mass
media available. The book ranked number one as the mostly utilized mass media for
research because it is available, convenient to use and provides information needed
particularly the school textbooks in History, Filipino, English, Science and Mathematics.
The internet and book were the top most preferred mass media for research. The
leading problems encountered by the respondents in using the mass media were
incomplete information, highly technical and inaccessibility.
It was recommended that the school should add more sources/ materials for
research and other educational materials. A library connected with library hub should be
established in the school for effective and massive information references. Educational
programs in the radio, television and other mass media should be included after school
hours.
ii
TABLE OF CONTENTS
Page
Bibliography………………………………………………………………..
i
Abstract…………………………………………………………………….. i
Table of Contents ………………………………………………………….
iii
INTRODUCTION
Rationale………………………………………………………….... 1
Statement of the Problem……...…………………………………...
2
Objectives of the Study …………………………………………….
3
Importance of the Study ……………………...……………………
3
Scope and Limitation of the Study…………………...…………….
4
REVIEW OF LITERATURE
Mass Media ……………………………………………..………….
5
Mass Media Used
by the Students …………………………………………………….
6
Reasons for Using Mass Media ……………………………..…….
6
Media Preference ………………………………………….……….
8
Information Acquired from
Mass Media…..……………………………………………………...
8
Problems Encountered in Using Mass Media ……………..……….
10
METHODOLOGY
Locale and Time of Study ………….……………………………...
11
Respondents of the Study………………………………...………...
11
iii
Data Collection……………………………………………………..
11
Data to be Gathered………………………………………………...
13
Data Analysis……………………………………………………….
13
Definition of Terms ……………………………………………….. 13
RESULTS AND DISCUSSION
Socio- demographic Profile of MNHS-
Bansa Annex Students ………………………………...…………..
14
Common Research Requirements …………………………………
16
Common Research Topics …………………………………………
17
Available Mass Media ……………………………………………..
18
Mass Media Used by Students ……………………………………..
19
Reasons for Using Mass Media ……………………………………
22
Preferred Mass Media ……………………………………………...
25
Problems Encountered in Using Mass Media...................................
27
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary …………………………………………………………...
30
Conclusions………………………………………………………...
32
Recommendations………………………………………………….
33
LITERATURE CITED……………………………………………………
34
APPENDICES
A. Letter to the Principal…………………………………………..
36
B. Letter to the Respondents………………………………………
37
C. Survey Questionnaire…………………………………………..
38
iv
INTRODUCTION
Rationale
Mass media is a means of communication aimed for the widest possible audience.
They are categorized as print (newspaper, magazines, books), and broadcast media
(radio, television). Moreover, as they play important roles in the community, they serve
as an instrument utilized for transmitting information to the mass of people in different
localities and nations, Aboen (2007).
According to Sauza (2008), as cited by Paulino (2003), mass media are those
means of communication that reach and influence large numbers of people, especially
newspapers, popular magazines, radio, and television. It is considered as the fourth estate
of the society, the fourth branch of the government and the voice and weapon of the
people and the society as a whole.
Students can learn not only through the knowledge and information they gain and
grasp from the school rather through other means like newspaper, books, radio,
television, magazine, and internet depending upon the media which they want to use.
Mass media then can enhance or boost individuals’ learning most especially to
students. Many students are sometimes failing their other subjects but because they
utilize their vacant times in reading newspapers and other printed media and watching
educational monies or documentary films, they somehow grasp or acquire knowledge,
information and facts that are related to some of their subjects.
In Mabaay National High School- Bansa Annex, students are engaged in many
research requirements such as the definition of general knowledge, historical events, term
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
2
papers, book reports, reaction papers trivia’s and others that require them to confer with
different mass media available within their premise.
Mabaay National High School- Bansa annex is the annex school of Mabaay NHS
founded in 1999 through the initiative of the Barangay officials, and Parents Teacher
Association (PTCA) officials of Bansa Elemenary School. Students are from Barangay
Bansa, and some of them are from Sadsadan proper, Napua, and Ambacbac, Monamon
Norte, Bauko, Mountain Province.
Thus, it is necessary to assess and evaluate the mass media preference of the
students for their research requirements and also to secure insights that can help
maximize the use of mass media as an educational tool for the students, hence this study.
Statement of the Problem
This study aimed to know the mass media preference for research requirement of
Mabaay NHS- Bansa Annex students, Bauko, MT. Province. Particularly, it answered the
following questions:
1. What is the socio-demographic profile of the respondents?
2. What are the common research requirements and topics in school?
3. What mass media are available in the community?
4. What mass media do the respondents use in school for research purposes?
5. What are the students’ reasons for using the mass media?
6. What is the most preferred mass media of the respondents for research
purposes?
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
3
7. What are the problems encountered by the students in using the mass media
for research purposes?
Objectives of the Study
This study identified the mass media preference for among the students of
MNHS- Bansa Annex on their research requirements. Specifically, it aimed to:
1. Determine the socio-demographic profiles of the students;
2. Determine the common research requirements and topics in Mabaay NHS-
Bansa annex;
3. Identify the mass media that are available in the community;
4. Identify the mass media that the students are utilizing in school for research
purposes;
5. Determine the students’ reasons for using the mass media;
6. Determine the most preferred mass media of the respondents for research
purposes;
7. Identify the problems encountered by the students in using the mass media for
research purposes.
Importance of the Study
The results of the study will be used by the Mabaay NHS- Bansa Annex faculty in
designing alternative learning strategies for the students. Also, it could help maximize the
usage of mass media as an educational tool for the students.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
4
Lastly, it may serve as basis of reference for researchers who have the same
interest to conduct an extensive study on mass media and the people.
Scope and Limitation
The study was conducted among 60 students, (15 students per year level), they
were chosen from first year to fourth year in Mabaay NHS- Bansa Annex who assessed
and evaluated the students’ preference of mass media vis-a-vis their research
requirements and secured insights that can help maximize the use of mass media as an
educational tool for the students.
The study was conducted on December to January 2010.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
REVIEW OF LITERATURE
Mass Media
According to Oskamp (1977), as cited by Lomiwes (2007), attested that print
media (books, magazine, and newspapers) allow reader to determine the time and place
of their exposure and also permit easy re-exposure if desired. Research suggests that print
media produce better comprehension and retention of complex material than other media,
but this advantage does not hold for simple material.
The broadcast media (radio and television) now reach nearly everyone in the
industrialized nations, including groups such as the aged, young children, and people
with law education, who are not easily reached by media and who maybe more pursuable.
The visual media (television and films) are considered to be uniquely effective because of
the word “you are there” immediacy conferred by their visual nature. As a result, they
typically receive more complete attention than other media particularly from children.
The media are also unmistakably a part of everyday life in our culture. It has an
extensive presence in our society. In addition, the mass media are the most effective
means of disseminating information in a short period of time (Groiler Encyclopedia of
Knowledge, 2003) as cited by Lomiwes (2007).
In other level, according to De Leon (2001), as cited by Lomiwes (2007), stated
that the media keep the country updated with the latest and appropriate communication
structures and communication technology prevalent in a globalize world system as useful
instrument in developing our economy, society, culture and policies among others.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
6
Mass Media Used by the Students
Sawasi (2008) found out in her study on Mass media habits of Atok NHS- annex
students that they used three or more mass media where book was the number one used
by all of the students. He also noted that some books they used contained different
stories, inventions and other information related to their topics or lessons in school.
In the study of Bugtong (2007), the leading mass media mostly used by Benguet
State University students were books, radio and television.
Anno (2003) revealed that radio was the common mass media channel used by the
respondents in her study listenership of Radyo Natin FM Buguias in the three Barangays
of Mankayan, Benguet.
Moreover, radio was still the number one mass media used by the respondents in
her study on Mass media habits of the farmers of Barangay Dalipey, Bakun and in
Barangay Poblacion, Kibungan, Benguet (Aboen, 2007).
Reasons for Using Mass Media
Radio. Libag (2003) stated that the leading reasons for using the radio programs
are: it informs (91.11%) and it entertains (88.88%). Almost 19% claimed that they just
listen to learn songs. It also serve as reminders and enable them to control their temper
and because they could not sleep.
A study of Paulino (2003), most of his respondents in Palina, Kibungan, Benguet
(4%) listen to the radio because it provides current vegetable prices. As justified in the
study, this is important for them because most of them are vegetable growers. Other
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
7
reasons for listening are: it gives information, it increases knowledge, it informs on
current issues, and it provides entertainment and relaxation.
In the findings of Pocdo (2003) that respondents in Pacso, Kabayan, Benguet
claimed that BSU on the air program was helpful for varied reasons. The reasons are as
follows: it introduces new technologies (86%); it helps to increase productivity (56%)
and topics are new (10%).
The ability of radio to contribute to National Development is attributed party to
the fact that people prefer over mass media as it fulfils certain psychological needs and
also because radio listening is easier than reading or viewing movies or television.
(Jamias, 1975) as cited by Palubos (2004).
Television. According to Arboleda (1993), as cited by Sawasi (2008), TV brings
the family in the home for entertainment. It was also found out that it is the most effective
way to reduce boredom due to its informative and entertaining programs.
Magusara (1987), as cited by Pongdad (2006) also found out that for the different
high school in Baguio City, television is already a part of their everyday life despite the
fact that there are lots of work in school. They felt they deserve a “reward” in the form of
relaxing hours of TV viewing. Moreover, they showed that TV is an important medium
for the audiences. Females watched TV operas more frequently than the males. This
showed that women are fond of dramas especially if the main character is their favorite.
Males also watched TV to be able to obtain the lessons about life that they could apply in
their everyday activities.
Newspaper. Cheren (2008) found out that 61.25% respondents in Bontoc
residence, who read the Mountain Province Monitor, were not reading all of its contents
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
8
because as they say, some articles were not interesting. The types of articles that they
read most were the following: news articles, new- features and columns. They revealed
that they read the said articles for the reasons that the topic were educational (67.50%),
interesting (56.25%); and to verify whether the information they heard from others were
true (1.25%).
According to Pongdad (2006), her respondents access the net when there are
assignments or research work to complete the school requirements.
Anno (2003) found out in her study that broadcast, print and educational media
were used by her respondents in Mankayan to be informed and to be entertained.
Media Preference
The findings of Sison (2009) indicated that students in BSU claimed that they
preferred television as their source of news.
Sawasi (2008), also stated in her study that most of the respondents on Atok
National High School- Annex preferred television (45%), followed by book (28.33%)
and radio (25%). 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.
Information Acquired from Mass Media
According to Siado (1982), radio programs have provided not only the students
but also the community, a vital medium for information and self- development ranging
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
9
from profitable framing techniques of wise utilization of agricultural and financial
resources to nutrition and health guidance topics. An hourly public service are also aired
daily for the benefit of the community where important topics like family planning,
community involvement, peace and order, the direction of the governments’
developmental thrusts, the problems facing the nation as well as the on-going
achievements of the government are being discussed with the help of the Barangay
leaders.
Allan (2007) showed that all respondents in Poblacion, Kibungan, Benguet
listened to the radio to get information on agriculture on current vegetable prices, farming
practices, health and nutrition and kitchen tips.
Anno (2003) also stated that majority (64.06%) of the respondents in her study on
the Listenership of Radyo Natin Buguias in the three Barangays of Mankayan, Benguet
claimed that they needed information on community issues so that they will be aware of
happenings in their community; 62.50%, health and nutrition like medical updates,
curative and preventive measures for diseases; 30.67% of agriculture specially farming
tips, swine production and current issues.
Forty- four percent (44%) of the respondents acquired information from print
media which are poster, leaflets, and newspaper. As stated by some of the respondents in
Barangay Tawang, Alno, Alapang, and Ambiong, they saw and read the campaign poster
and leaflets of Solid Waste Management program in their respective Barangay hall and
some stores in the area (Tayaban, 2009).
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
10
Problems Encountered in Using Mass Media
The socio-economic status of the family affects the individuals’ attitudes and
interest even in the choice of media and other television programs. Also in the same study
according to David (1980) as cited by Lomiwes (2007), individual with high economic
status have wider range of choice but those belong to lower economic status have limited
choices.
Sawasi (2008) also stated that students in Atok National High School-Annex
claimed that the cost of using mass media is expensive. In book, the leading problem was
its content, where in they said that it was difficult to understand.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
METHODOLOGY
Locale and Time of the Study
The study was conducted at Mabaay NHS- Bansa Annex, Barangay Bansa,
Bauko, Mountain Province with 148 students enrolled for the school year 2009-2010.
The school is located at the eastern part of the town with the land area of 1, 185
square meters (Fig.1). It is 1.5 kilometers away from the Halsema highway and is five
kilometers away from the main school. Besides, it is approximately two hours travel
using cars and jeep before reaching Bontoc Mountain Province.
The enrollees of Mabaay NHS- Bansa Annex came from nearby Elementary
School like Bansa Elementay School, Sadsadan Trail Elementary School, Napua
Elementary School and Ambabac Elementary School.
This study was conducted from December to January 2010.
Respondents of the Study
The respondents of the study were 60 students enrolled at Mabaay NHS-Bansa
Annex in the school year 2009- 2010. Fifteen (15) students per year level were randomly
chosen.
Data Collection
The data was collected through survey questionnaire. An interview was done to
validate or to clarify the answers.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
12
Figure1. Showing the locale of the study
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
13
Data Gathered
The data gathered include:
1. the characteristics of the students;
2. the common research requirements and topics in Mabaay NHS- Bansa annex;
3. the mass media that are available in the community;
4. mass media used by the students for research purposes;
5. reasons for using the mass media;
6. preferred mass media by the students for research purposes; and
7. problems encountered using the mass media.
Data Analysis
The data collected was consolidated, tabulated and analyzed using frequency and
percentage.
Definition of Terms
Book. The study considered book not merely an instructional material, rather a
mass media since it includes the generally circulating references that are accessed by the
any individual of different status in the book stands. These include recipe books, fictions,
instructional books and more.
Preference. The study defines preference as the ideal choice of a thing regardless
of its availability and accessibility.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
14
RESULTS AND DISCUSSION
Socio- demographic Profile of MNHS-
Bansa Annex Students
There were sixty respondents of the study where 15 students each from 1st to 4th
year levels were randomly chosen.
Table 1 shows the socio- demographic profile of Mabaay NHS- Bansa Annex
students. Shown in Table 1, majority (32 or 53.33%) belonged to age bracket 14- 15 and
followed by 12- 13 years old (23.33%). The youngest respondent was 12 years old while
the oldest was 19.
There were more female respondents than males in the study. Majority of them
were single.
As to religion, 33 or 55% of the respondents were Roman Catholic while the
others belong to Assembly of God, Lutheran, Anglican, Baptist and Jehova’s Witnesses.
As to parents’ occupation, most of them were wage earner such as carpenters,
farmer- laborers, road constructors, harvest transporters and others.
This implies that students of Mabaay NHS- Bansa Annex were in the proper age
for high school students. Moreover, they were affiliated with different religious sects that
were in-lined with the Christian faith.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
15
Table 1. Socio- demographic profile of MNHS- Bansa Annex students
PROFILE FREQUENCY PERCENTAGE
Age
12-13 14 23.33
14-15 32 53.33
16-17 11 18.33
18-19 3 5.00
TOTAL 60
100
Sex
Female
38
63.33
Male
22
36.67
TOTAL 60
100
Religion
Roman Catholic
33
55.00
Assembly of God
11
18.33
Lutheran
7
11.67
Anglican
4
6.67
Baptist
3
5.00
Jehova’s Witnesses
2
3.33
TOTAL 60
100
Parent’s Occupation
Wage Earner
32
53.33
Farmer
28
46.67
TOTAL 60
100
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
16
Common Research Requirements
Table 2 shows the common research requirements of the students in Mabaay
NHS- Bansa Annex. These include the reaction papers, book reports, and term papers.
More than half (48 or 80%) of the students indicated book reports as the mostly
required research assignment by their teachers because as they said, their teachers want
them to be trained and enhanced their skills in reading, understanding and analyzing
topics that were given to them. Some added that the book reporting is purposely to
expose them to talk and have confidence in speaking in front of many people. Ms.
Balbina D. Baguitan, the Teacher In- Charge of the school, added that they want their
students to be trained in speaking Tagalong or English language since they observed as
the weakness of their students. She explained that their students were ashamed to
communicate with visitors especially if they spoke Tagalog or English.
Reaction paper and term paper were the least required research. Ms. Baguitan and
her co-faculty explained that they require their students to do reaction papers and term
papers depending on the topics they have discussed if it requires written analysis or
feedback among the students.
Table 2. Common research requirements in Mabaay NHS- Bansa Annex
RESEARCH REQUIREMENTS FREQUENCY
PERCENTAGE
Book reports 48
80.00
Reaction paper
28 46.67
Term papers
20
33.33
*multiple response
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
17
Common Research Topics
Common research topics are presented in Table 3. Results show that all of the
respondents specified definition of general knowledge as the mostly required research
topic by their teachers. According to the respondents, the topics being required to them
depends on the various subjects they were taking. The definition of terms which they
always researched were mostly taken from their Science, English, Math and T.L.E
subjects such as the definition of science, noun, pronoun, formulas, and others.
The next three leading research topics were historical events, 46 or 76.67%,
biography of famous people (70%) and current events (68.33%).
Trivia was the least required research topics with the frequency of 38 or 63.33%.
As said by the respondents, this was required only in their science subject like the trivia
of the different inventions and contributions around the world along with their usage and
importance.
Table 3. Common research topics in Mabaay NHS- Bansa Annex
RESEARCH TOPICS
FREQUENCY
PERCENTAGE
Definition of General Knowledge
60 100.00
Historical Events 46 76.67
Biography of Famous People 42
70.00
Current Events 41
68.33
Trivia 38
63.33
*multiple response
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
18
Available Mass Media
Table 4 shows the mass media that were available in the community. The
respondents used different mass media that were available in school and in the
community. These were categorized as broadcast, print and electronic media (Table 4).
Results show that the mass media such as books, television, radio, newspaper,
magazines, and internet are still currently available in their place. The three leading mass
media that were available in the community were books, television and radio with the
frequency of 60 or 100 %. These were preceded by the newspaper in the frequency of 52
or 87 % and followed by the magazine (37 or 61.67%). This implies that books was the
only leading available print media in their community.
The internet was the least identified available mass media in the community since,
according to the respondents, only those who can afford to buy, were the ones who
acquired broadband or smart bro connections of internet in their homes. Also, there were
no internet shops in the community. This is due to the fact that the internet coverage in
the area is very slow. The nearest internet shop is located in Abatan, Bugiuas, Benguet
which is an hour away of travel. This was supported by the finding of Sawasi (2008) that
internet was least used by the students in Atok National High School due to the absence
of internet connection in their community.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
19
Table 4. Available mass media in the school and in the community
MASS MEDIA
FREQUENCY PERCENTAGE
Broadcast
Television 60 100.00
Radio 60 100.00
Pint
Books
60
100.00
Newspaper
52
87.00
Magazine 37
61.67
Electronic
Internet
19 31.67
*multiple response
Mass Media Used by Students
Table 5 shows the mass media usage among the respondents. The highest of
which is the book as indicated by all the students. Mostly, the books used for research
requirements were the textbooks of the different subjects in every year levels like English
with 38.33% of usage; Science with 33.33%; History with 30% utilization and the least
used were Filipino and Math textbooks with the percentage of 30. The specified books
were mostly the reference of the students in their research on definition of general
knowledge, biography of famous people, historical events, and trivia for them to
complete their book reports, reaction papers and term papers. Aside from the school
textbooks, other educational materials such as dictionary, world almanac, encyclopedia,
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
20
atlas and brochure were also used by the respondents for research purposes.
Table 5. Mass media used by the students for research purposes
MASS MEDIA FREQUENCY
PERCENTAGE
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
21
Books (60)
(100)
English 23 38.33
Science 20 33.33
History 19 31.67
Filipino 18 30.00
Math
18 30.00
Television (53) (88.33)
ABS- CBN (channel 3) 22 41.50
GMA7 16 30.18
QTV (channel 11) 12 22.64
ABC5 7 13.20
Radio (35) (58.33)
DWFR Radyo ng Bayan, Bontoc 25 71.42
DZWT Mt. Prov. Broadcasting Corp. 22 62.85
DZMM Manila 17 48.57
Newspaper
(35)
(58.33)
Baguio Midland Courier 22 62.85
Philippine Daily Inquirer 7 20.00
Manila Bulletin 5 14.28
Zigzag Weekly 4 11.42
Mountain Province Monitor 2 5.71
Phil. Star 1 2.85
Magazine (4) (7.00)
Liwayway 1 2.85
Internet
(2) (5.71)
Next to book, the television ranked second as the most utilized media for research
requirements (88.33%). Most of the respondents who accessed television watched
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
22
Channel 3 or ABS- CBN with the percentage of 41.50% and followed by GMA 7 with
the percentage of 30.18. The respondents said that they accessed the two TV channels for
them to be informed and to be entertained particularly on public service announcement
such as weather conditions; crimes; politics and showbiz as well. This is because their
teachers required them to be updated on current events. The result was analogous with
the findings of Sawasi (2007) that the leading information acquired by the students of
Atok NHS- Annex was on crimes, politics, public service announcements and weather
condition.
The respondents commented that the signal of ABC5 channel was on and off.
This is the primary reason why the channel was least accessed. Moreover, necessary
educational programs being aired such as the “Talentadong Pinoy,” compete with the
programs in other TV channels.
Both radio and newspaper ranked third as the most utilized media by more than
half of the respondents for their research purposes with 58.33 % of usage. For radio,
71.42% of the respondents who tuned in to the medium listened to DWFR, Radyo ng
Bayan-Bontoc, as they said; the signal was clear since it was the nearest radio station in
their locality. Moreover, the topics being aired were related to their community that is
why they understand and relate on the issues discussed. Mostly, the information they
acquired from the station were issues on politics, crimes, and vegetable prices.
This was preceded by DZWT Mt. Prov. Broadcasting Corporation with 62.85%
respondents. The rest listened to DZMM-Manila with only 48.57%. The respondents who
claimed to listen in DZMM- Manila reasoned that the station aired pleasing music.
However, they cannot understand the lyrics of the songs aired because it was not clear
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
23
since the transmitter cannot reach the area.
On the other hand, Baguio Midland Courier was also utilized by the respondents
with the frequency of 22 or 62.85%. Other newspaper such as Philippine Daily Inquirer,
Manila Bulletin, ZigZag Weekly, Mountain Province Monitor and Philippine Star were
also accessed by few of the respondents. They read the identified newspapers for them to
gain some knowledge or idea on the researches, trivia, inventions, and to be aware on
what was happening in the country and in their community as well. These was supported
in 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.
Among the mass media that were least utilized for research requirements were the
magazine (7%) and internet with the percentage of 5.71.
The discussion above implies that the respondents used the mass media for them
to be informed and entertained aside from getting information for their research
requirements.
The findings were similar with the study of Bugtong (2007) wherein the leading
mostly used mass media by the BSU students were radio, book and television.
Reasons for Using Mass Media
Reasons for using the mass media are presented in Table 6. The leading reason for
using the mass media were due to is availability, accessibility and convenience in using
them.
The book belongs to the top three used mass media since all of the respondents
agreed to its availability and convenience in using. Fifty percent of the respondents
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
24
Table 6. Mabaay NHS- Bansa Annex students’ reasons for using mass media
MASS
REASONS
MEDIA
Available
Accessible
Provides Info.
Easy to Use
Needed
No. %
No. %
No. % No. %
Books 60 100.00 26 43.33 30 50.00 60 100.00
Television
60 100.00 60 100.00 24 40.00 60 100.00
Radio
60 100.00 60 100.00 17 28.33 60 100.00
Newspaper
52 86.67 14 23.33 25 41.67 52 86.67
Magazines
37 61.67
4 6.67 4 6.67 4
6.67
Internet
19 31.67
2 3.33 2 3.33 2 3.33
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
25
agreed that the book as a mass media used for their research requirements provide the
information they need. They said so because most of the research requirements or assignments
given by their teachers were taken from their curricular textbooks, and most of the time they
were given surprise quizzes by their teachers so they have to read in advance. However, less than
half or 43.33% of the respondents agreed in terms of the accessibility of the book. Although the
respondents highly rated the book in terms of its availability, they did not necessarily agreed to
its accessibility, since according to them, the number of the books was not enough for the
number of the students.
The television and radio as the second and third highly used mass media gained perfect
ratings in terms of their availability, accessibility and convenience in using. All the respondents
noted that they easily accessed the two mass media since most of the respondents have them at
home. Despite that, the respondents agreed that the specified media did not provide most of the
information they needed for their research. The fourth ranked used mass media was the
newspaper. Most of the respondents approved its availability and convenience of usage.
However, few respondents agreed that the media is accessible and it could provide the
information they need.
The two least used mass media were the magazine and internet, respectively. The
respondents said that they were available but less than half of the respondents rated them low.
For magazine, it was noted by the respondents that they use the print media for other school
requirements such as the flower vase and other decorative purposes.
The internet was ranked last because only few respondents accessed it and only when
they go to Abatan, Benguet. The place is the nearest town in the area that takes one hour travel
where an internet shop was found.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
26
Result show that only books can provide the information needed. This implies that the
available and accessible mass media in the community of the respondents did not provide all the
information they needed.
This supports the study of Pongdad (2006) that her respondents access the internet to
complete the school requirements rather than using the other media that were available in the
community.
Preferred Mass Media
The preferred mass media for research purposes among the students are shown in Table
7. The respondents did not necessarily use the mass media as shown in the table but in
accordance to which they think could give them efficient answers or write-ups for school
research purposes.
The highest ranked mass media were the book and internet. All of the respondents agreed
that the specified mass media could give them the information they need and were convenient to
use. For book, it was preferred since it is available in their school but only few among the
respondents agreed on its accessibility and provide information they needed. This means that
books were available but not necessarily accessed by all of the respondents.
On the other hand, all of the respondents knew that the internet is convenient to use and
could provide all the information they needed for their research requirements but it is not
available in the community or they cannot access it in general. In addition, most of the third and
fourth year students reasoned out that they preferred to use the internet in
Table 7. Preferred mass media of the students of Mabaay NHS- Bansa Annex for research
purposes
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
27
MASS MEDIA RANK
Books 1.5
Internet 1.5
Television 3.0
Radio 4.0
Newspaper 5.0
Magazines 6.0
preparation for college which requires computer literacy to be able to catch up with the college
requirements and projects.
Television ranked third as the most preferred media for research requirements. All of the
respondents preferred the medium because of both its availability and accessibility. Moreover, all
of the respondents also agreed that the medium is easy to use since it was audiovisual. However,
the respondents said that the medium did not provide all the information needed in their research.
This implies that the respondents preferred television for their research requirement since it was
the medium which they could all access due to its availability but they were aware that it could
not give most of the information they would need for their research.
Next to television is the radio. Similar with television, all respondents agreed that the
media was convenient to use because according to them, the medium was localized, available
and accessible. These were the primary reasons of preference among the respondents since only
few among them agreed that it could provide the information they need.
Newspaper and magazine ranked 5th and 6th, respectively. The respondents accessed the
medium since it was available and convenient to use. However, some respondents mentioned
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
28
that there was limited distribution of the said medium around their community which is why they
do not use them.
Magazine was rated low by the respondents since according to them; it is not accessible,
not convenient in usage and lacks information needed for the purpose of research. This implies
that the educational type of magazine was not available in the community.
The finding shows that the preferred media among the students are rarely available in
their community and they accessed the television and radio since these were the medium they
could access. This corroborates the finding of Sawasi (2008) that Atok National High School-
Annex students’ 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.
Problems Encountered when Using Mass Media
Problems encountered in using the mass media are presented in Table 8.
The problems encountered in using the book were incomplete information and limited
number of the media supplied for school use. According to the respondents, the books they use
for their research did not contain all the facts which they need. Moreover, they cannot look in
other references since there is limited number of books in their school. This leaves other students
with nothing to borrow for homework purposes.
Table 8. Problems encountered by Mabaay NHS- Bansa Annex students when using mass media
Mass Media
Problems
Books
Incomplete Information
Limited in number
Television
Incomplete information
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
29
Highly Technical
Low signal of other channels
Unrepeated
information
Radio
Incomplete information
Highly technical
Unrepeated
information
Newspaper
Incomplete information
Magazine
Incomplete information
Highly
Technical
Internet
Not available
Limited
knowledge
The television and radio have the same problems encountered in their usage. Among
the specified problems are incomplete information, highly technical, low signal of other channels
and unrepeated information. The respondents mentioned that the two mass media is inefficient
since most of the aired information is not needed in their research. Moreover, most of the
respondents said that they cannot understand some of the topics discussed. Also, some
respondents misquoted some of the information aired since it is only flashed/aired once.
On the other side, incomplete information was the problem being encountered by the
respondents who used the newspaper and magazine. According to the respondents, the research
being required to them were not associated to the information the two media provide. Some also
reasoned out that the two media was rarely available in the area.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
30
For the internet, although it was preferred by most of the respondents, the problem as
stated by them is due to its unavailability within their community. They also said that they have
limited knowledge in using the internet. The few respondents who rarely accessed the medium
went to the nearby towns where internet shops were available.
The problems in using the mass media being identified shows that these were
encountered by all of the respondents. It also shows that the respondents encountered various
problems depending on the mass media they use.
The results discussed above imply that most of the mass media used by the respondents
did not provide their information need for school research purpose. Thus, the mass media that
could provide their information need was not available in their community
Mass Media Preferences for Research Requirements among the Students of Maba-ay National High
School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was generally conducted to determine the mass media preference for
research requirements among the students of Mabaa-ay National High School- Bansa
Annex, Bauko, Mt. Province. The study was conducted on January to February 2010.
Specifically, the study aimed to determined the socio-demographic profile of the
students, specified the common research requirements and topics in school, identified the
mass media that are available in the community, identified the mass media used by the
respondents in school for research purposes, determined the students’ reasons for using
the mass media, identified the most preferred mass media of the respondents for research
purposes and, identified the problems encountered by the students in using the mass
media for research purposes.
Survey questionnaires were floated to gather data from the respondents. Fifteen
(15) students per year level were randomly chosen which composed the 60 respondents
who are students of Mabaay NHS-Bansa Annex in the school year 2009- 2010. An
interview schedule also was done to clarify and validate the answers.
Majority of the respondents belonged to age range 14-15. Female respondents
dominated the group. Their leading religious affiliation is Roman Catholic. All of the
respondents were single and most of their parents were wage earner such as carpenters,
farmer- laborers, road constructor, harvest transporters and others.
The common school research required for the students was book reports. The
topics required for research were definition of general knowledge, biography of famous
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
31
people, historical events, book reports, current events and trivia. These are followed by
reaction paper and term paper as the least mentioned.
The respondents identified the mass media available in their community like
radio, television, newspaper, book and magazine. Few respondent mentioned internet as
another mass media available in their community.
The most utilized mass media for research purposes among the respondents was
the book particularly the school textbooks in History, Filipino, English, Science and
Mathematics. Other educational material such as the World Almanac, Encyclopedia,
Dictionary and Atlas were added by the respondents among the mass media they used.
The book ranked number one as the most used mass media because it is available,
convenient to use and it provide the information needed for the research. However, only
few among the respondents agreed that it is accessible. The television and radio were
rated third and fourth because they were available, accessible and convenient to use.
Although, most respondents did not agree that they provide the information needed. The
newspaper and magazine ranked fourth and fifth because they are available, accessible
but do not provide the information needed. The internet was least ranked because it was
primarily unavailable.
The respondents’ top preference of mass media for their research requirements are
the internet and book. The internet is preferred because it provides the information
needed, convenient to use, accessible and their orientation would prepare them to college
but it is not available. The book is preferred since it provides information needed,
convenient to use and, available but not accessible. The television and radio comes next
in the ranking because they are available, accessible, convenient to use but do not
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
32
necessarily provide all the information needed. The magazine and newspaper ranked
fourth and fifth since they are available, accessible, convenient to use but do not provide
information that are needed.
The problems encountered in the mass media usage among the respondents vary
in every mass media they used. Incomplete information is the problems encountered from
the books because of its few number, so many students cannot borrow it for home use.
The radio and television also provides incomplete information, some topics are highly
technical and expensive for current costing. The magazine, internet were least ranked
respectively since they are unavailable. Thus, incomplete information is the leading
problem encountered in using the mass media. Other respondents added that though they
were available but it is not necessarily accessible.
Conclusions
Based on the findings derived from the study, the following were concluded:
1. The most common school research required to the students was book reports.
On the other hand, they were also tasked to do research topics on definition of general
knowledge, historical events, current events and trivia.
2. There were different mass media available in the community.
3. The books specifically their textbooks was the most used mass media.
4. The common reasons why students use the different mass media were
availability and convenience in using.
5. The most preferred mass media for research requirements were internet and
books.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
33
6. Incomplete information and highly technical were the common problems for
using the different mass media.
Recommendations
Based on the conclusion, the following recommendations were derived:
1. The school should add more sources/ materials for research purposes.
2. A library connected with the library hub should be established in Mabaa-ay
National High School- Bansa Annex for efficient reference on the learning requirements
of all the students.
3. Computer laboratory with internet connection should be established in the
school for effective and massive information reference among the students.
4. Educational programs/page in the radio, television and other mass media
should be included after school hours for students to access them.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
LITERATURE CITED
ABOEN, F. A. 2007. Mass media habits of Barangay Dalipey, Bakun and in Barangay
Poblacion, Kibungan, Benguet. BS Thesis. Benguet State University, La Trinidad,
Benguet. P. 1.
ALLAN, M. G. 2007. Listenership of the program ‘Boses ti Farmers’ in Poblacion,
Kibungan, Benget. BS Thesis. BSU, La Trinidad Benguet. P. 23.
ANNO, J. B. 2003. Listenership of Radyo Natin FM Buguias in the three Barangays on
Mankayan, Benguet. BS Thesis. BSU, La Trinidad, Benguet. Pp. 8, 26- 27.
BUGTONG, H. C. 2007. Mass media habits of Benguet State University students, first
semester 2006- 2007. BS Thesis. BSU. La Trinidad Benguet. P. 27.
CHEREN, C. F. 2008. Readership of the Mountain Province Monitor among Bontoc
residents. BS Thesis. Benguet State University, La Trinidad Benguet. P. 28.
LIBAG, S. P. 2003. Radio program preferences in Sagubo, Kapangan, Benguet. BS
Thesis. BSU, La Trinidad Benguet. P. 24.
LOMIWES, J. T. 2007. Information sources on organic farming of farmers in Loo,
Buguias, Benguet. BS Thesis. Benguet State University, La Trinidad, Benguet.
Pp. 5, 6, 7.
PALUBOS, D. N. 2004. The benefits of radio drama to the vegetable farmers in
Guinaoang, Mankayan, Benguet. BS Thesis. BSU, La Trinidad, Benguet. Pp. 7-8.
PAULINO, N. L. 2003. AM and FM station listenership in Barangay Palina, Kibungan,
Benguet. BS Thesis. BSU, La Trinidad, Benguet. Pp. 14-15.
POCDO, S. M. 2003. Attitudes and perceptions of farmers on BSU on the air in
Barangay Pacso, Kabayan, Benguet. BS Thesis. BSU, La Trinidad, Benguet. P.
19.
PONGDAD, J. I. 2006. BSDC students’ perception towards online learning. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 18, 22.
SAWASI, Z. W. 2008. Mass media habits of Atok National High School-Annex
students. BS Thesis. BSU, La Trinidad, Benguet. Pp. 12, 20, 22.
SIADO, V. I. 1982. Radio as information source of vegetable farmers in Isabela. BS
Thesis. SLU, Baguio City. Pp. 12-14.
SISON, M. L. C. 2009. Awareness of Benguet State University students on current events
(SY 2008-2009). BS Thesis. BSU, La Trinidad, Benguet. P. 20.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
35
TAYABAN, A. D. 2009. Awareness level of LaTrinidad residents regarding solid waste
management program (SWMP). BS Thesis. Benguet State University, La
Trinidad, Benguet. P. 25.
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
APPENDIX A
Letter to the Principal
Benguet State University
COLLEGE OF AGRICULTURE
Department of Development Communication
BALBINA
D.
BAGITAN
Teacher In-charge
Date
Mabaay NHS-Bansa Annex
Bansa, Bauko, Mt. Province
Madam:
Good day!
I am Crisante K. Rosario, a Bachelor of Science in Development Communication
student of Benguet State University.
I am conducting my thesis titled, “Mass Media References for Research
Requirements among the Students of Mabaay NHS-Bansa Annex.”
To make this possible, may I ask for your approval for me to conduct my study in
your school? I will be choosing a total of sixty (60) students (fifteen students per year
level) as my respondents. The students will be asked to answer the survey questionnaire
that is needed in my study.
The study is designed to help us determine the mass media preferences of the
students that are available within our locality for their research requirements. This will
help identify the necessary medium that will improve the quality of education in our
school
Thank you and I look forward for your positive response.
God Bless!
Sincerely yours,
CRISANTE K. ROSARIO
Student
Noted:
ANNA LIZA B. WAKAT
Adviser
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
APPENDIX B
Letter to the Respondents
Benguet State University
COLLEGE OF AGRICULTURE
Department of Development Communication
MASS MEDIA PREFERENCES FOR RESEARCH
REQUIREMENTS AMONG THE STUDENTS
OF MABAAY NHS- BANSA ANNEX
Dear Respondents,
I am Crisante K. Rosario, a Development Communication student of Benguet
State University. I am currently conducting my research study on “mass media
preferences for research requirements among the students of mabaay nhs- bansa annex”.
To make this possible, I am requesting for your full participation by answering the
needed information from the questionnaire that will be given to the chosen respondents.
The study is designed to help us determine the mass media preferences of the
students that are available within our locality for their research requirements. Besides,
this will help identify the necessary medium that will improve the quality of education in
our school.
Thank you and I look forward for your positive response.
God Bless!
Truly yours,
CRISANTE K. ROSARIO
Researcher
Noted:
ANNA LIZA B. WAKAT
Adviser
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
APPENDIX C
Survey Questionnaire
MASS MEDIA PREFERENCE FOR RESEARCH REQUIREMENTS AMONG
STUDENTS OF MABAAY NHS- BANSA ANNEX
I.
Socio- demographic profile
Name:
Year Level:
Age:
Religion:
Sex: Occupation
of
parents:
Civil status:
II.
What are the common research requirements in your school?
Definition of general knowledge
Trivia
Current events
Reaction papers
Biography of famous people
Historical events
Book reports
Term papers
Others,
pls.
specify
III.
What Mass Media materials are available in the community?
Radio
Television
Newspaper
Books
Magazines
Internet
Others
pls.
specify:
IV.
What Mass Media materials do you use for research purposes?
Radio,
in
what
station?
Television, in what channel?
Newspapers, in what newspaper?
Books,
in
what
book?
Magazines,
in
what
magazine?
Internet,
in
what
site?
Others pls. specify:
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
39
V.
What are your reasons in using the Mass Media for research purposes?
Mass Media
Available
Accessible
Provides
Convenient
Others,
information
to use
pls.
needed
specify
Radio
Television
Newspaper
Books
Magazines
Internet
Others, pls.
specify
VI.
What Mass Media do you prefer for research purposes? Please rank the mass
media according to your preference (rank from 1 to 5 from the most to the least
preferred)
Rank Mass Media Available
Accessible
Provides
Convenient
Others,
information
to use
pls.
needed
specify
Radio
Television
Newspaper
Books
Magazines
Internet
Others,
pls.
specify
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
40
VII. What problems did you encounter in using the Mass Media for research purposes?
Mass Media
Not
Expensive
Highly
Incomplete
Others,
available
technical
Information
pls.
specify
Radio
Television
Newspaper
Books
Magazines
Internet
Others, pls.
specify
Mass Media Preferences for Research Requirements among the Students of Maba-ay National
High School- Bansa Annex Bauko, Mt. Province / Crisante K. Rosario. 2010
Document Outline
- Mass Media Preferences for Research
Requirements among the Students of Maba-ay National High School- Bansa Annex
Bauko, Mt. Province
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Limitation
- REVIEW OF LITERATURE
- Mass Media
- Mass Media Used by the Students
- Reasons for Using Mass Media
- Media Preference
- Information Acquired from Mass Media
- Problems Encountered in Using Mass Media
- METHODOLOGY
- Locale and Time of the Study
- Respondents of the Study
- Data Collection
- Data Gathered
- Data Analysis
- Definition of Terms
- RESULTS AND DISCUSSION
- Socio- demographic Profile of MNHSBansaAnnex Students
- Common Research Requirements
- Common Research Topics
- Available Mass Media
- Mass Media Used by Students
- Reasons for Using Mass Media
- Preferred Mass Media
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDICES