Abstract / Excerpt:

Objectives: (1) determine the demographic characteristics of the respondents; (2) identify the forms of mass media present in the area; (3) identify the mass media forms utilized in the area; (4) determine the reasons why people in Monkayo, Compostela Valley patronize a certain mass media.
Methodology: This study is a descriptive design using survey method.
Conclusions: All of the respondents regardless of their sex, civil status, age, cultural affiliation and educational attainment patronize a certain mass media form; all of the mass media forms identified particularly radio, newspaper and television are available in the area of study; all of the mass media forms included in the study are utilized in the area of study; that of the three forms of mass media identified, radio is still the most commonly used with television and newspaper following suit respectively; as part of the development in technology and the peoples' continued need for information, a significant number of respondents have revealed that cable television is now available in certain areas and are also utilized; even in far rural areas like this specific area of study, Radio, Newspaper and television as mass media forms have taken in a huge following among respondents; despite the respondents' need for information and entertainment which can be delivered onl by these specific mass media forms, they are still blocked by the fact that they lack the time to spend considering the nature of their work; among the two kinds of newspapers identified, majority of them patronize local newspapers than national ones; most common reason why the respondents patronize a certain mass media form is because of information, more than as a source of entertainment or education; most common reason given by the respondents when asked why they think certain mass media forms are important in their lives is the fact that it keeps them informed always and helps them develop.

Info

Source Institution	Ateneo de Davao University
Unit	Humanities
Authors	Garcia, Ellen Jane Ferenal.
Page Count	-0
Place of Publication	Davao City
Original Publication Date	March 1, 2001
Tags	Mass media form, Media, mass media

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