Abstract / Excerpt:

Conclusions: Three out of the four problems stated in the study were proven to be true but it is open to the reality that audience perception towards media is very dynamic. The interaction between media and audience should be balanced but since audience attention, perception, recall capacity are selective it can not be avoided that the kind of attention that the audience gives to media is also selective that highly depends on how media view the importance of the audience. The presence of the media has given more advantages than disadvantages since a different medium has emerged but for a medium to stay long it has to identify its audience and know how the audience reacts to it.

Info

Source Institution	Ateneo de Davao University
Unit	Humanities
Authors	Acojedo, Noelle May E.
Page Count	49
Place of Publication	Davao City
Original Publication Date	March 1, 1997
Tags	Dissertations, Newspaper

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