Abstract / Excerpt:

The primary duty of a teacher is to transmit knowledge to students. However, this knowledge does not refer to plain academic information. Students, to wholly learn, must gain not only plain academic information but also social issues about their environment. Thus, mass media exposure and utilization of a teacher is very much essential to his/her profession. The study looks into the media literacy of full-time college teachers of Ateneo de Davao University. This media literacy refers to the teachers' exposure and utilization of mass media in and out of their profession. Both print and electronic media part of Ateneo de Davao University full-time college teachers' daily routines. They are more exposed to newspaper but utilize television more to satisfy their needs in terms of diversion, surveillance, personal relationship, and personal identity. Nonetheless, of all these needs, these teachers turn to mass media to satisfy the needs of surveillance. On the other note, when it comes to mass media contents, Ateneo de Davao University full-time college teachers are more exposed to contents under the information category. Hence, research reveals that Ateneo de Davao University full-time college teachers are media literate. With this, the study recommends that teachers should continue their exposure to and utilization of mass media for their profession. The University, on the other hand, should increase the access of teachers to mass media and provide activities that would help the latter to be aware as well as cater interaction with issues concerning mass media.

Info

Source Institution	Ateneo de Davao University
Unit	Humanities
Authors	Fandino, Jo-ann., Pelicane, Ginette.
Page Count	122
Place of Publication	Davao City
Original Publication Date	March 1, 2005
Tags	Dissertations, Mass Media in Education, Media Literacy, rs - mass communication

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