FICS Theses and Dissertations

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Theses and dissertations by graduate students from the Faculty of Information and Communication Studies.

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Methods Preferred in Learning Development Communication Concepts Among the Fourth-Year Mass Communication Students of the University of Perpetual Help Rizal

( 2000) Ocampo, Lalaine O.

This study aimed to determine the development communication concepts that are relevant to the Philippine setting, to find out the preferred methods of learning development communication concepts, to find out the potential of teachers that could reinforce/aid learning, and to determine different activities that could help students link theory and practice. This study is a descriptive survey using total enumeration. But of the 64 fourth-year students enrolled in the subject Mass Communication 12 (Development Communication Concepts And Approaches), only 46 were able to answer the direct-structures questionnaires distributed. Library research and observation provided additional data on the topic. Data gathered were analyzed through an index score where computations were made by getting the average of the product of the frequency with the value assigned to the answers of the respondents. Results showed that Development Communication is a discipline that utilizes systematic approach in tracing, formulating, presenting solutions to societal problems like poverty, population growth, environmental degradation, malnutrition, dehumanization, etc. The discipline underscores the importance of creativity in conveying messages that guide target audience with procedures and alternatives that could facilitate change or improvement. Development Communication showcases a holistic approach of solving problems, of reaching target beneficiaries that can better aid them the capability to develop their human potentials. The interactive participative, informative nature of Discussion; and the explorative nature of Discovery Learning or Field Work merited the respondents’ preference in learning development communication concepts. Teachers’ potentials such as enthusiasm in the presentation of the subject matter, knowledge on the subject matter, sense of humor, articulateness, openness to students’ suggestions, proper use of visual aids, assigning of challenging and quality homework, and one who can impose discipline, are qualities that the respondents perceived as encouraging, thus reinforcing the learning of development communication concepts. A variety of activities can be used to help students acquire a clear grasp of linking theory with practice. Activities may range from serious to entertaining. The teacher should devise a plan specifically designed to the students’ frame of reference to stimulate, to encourage their participation that may pave the way to learning development communication. This study allowed the researcher to see the relevance of future studies that may focus on how discussion and discovery learning may be maximized to facilitate the learning of development communication concepts. Future research should be made to view the relevance of development communication, not only in Mass Communication but also in other social science courses. This could promote a better understanding of the focus of the discipline and is also a way of multiplying the number of development communication specialists who can become catalysts of change.
Level of acceptability of the Contemporary Filipino Pang Masa Songs to Employees of the National Commission on the Role of Filipino Women

( 2000) Descaya -Villavicencio, Lourdita

This study was conducted to determine the level of acceptability of the Contemporary Filipino “Pang-masa” songs with sexual innuendos or with double meaning to employees of the National Commission on the Role of Filipino Women (NCRFW) With this study, NCRFW could gain significant views on the effects that the songs might have on society and the latter’s perception of women. Data were gathered from 78 (85.72%) staff members belonging to supervisory technical and administrative levels through a survey questionnaire and interviews. The study was mostly represented by 79.47% females and males were only less than one-fourth of the total respondents. Results obtained revealed that the songs Labi sa Labi (55.12%) and Sisirin (38.46) sung by Mystica and Diwata, respectively, have a low level of acceptability to employees of the NCRFW. Intervening variables somehow helped in determining the level of acceptability – more females (35.90%) categorized the Labi sa Labi as not acceptable at all, while males (11.56%) rated it as not so acceptable. Undoubtedly, religion greatly affects the level of acceptability of the songs. All of the seven (7) Born Again Christians did not accept the songs. Likewise, members of other religions such as Catholic, Baptist and Iglesia ni Cristo, gave the same evaluation. That is not acceptable at all. The length of service, on the other hand, did not really affect the acceptability level of the respondents. Respondents shared common remarks on the songs’ general description – they were offensive, demeaning to women and has gender biases that could perpetuate the negative portrayals of women in the media. Moreover, respondents mentioned that some principles such as of the church teachings, the principles of valuing quality delivery of information and communication, social norms, the principles of equality between sexes and women’s rights, and the principles that the Beijing Platform for Action has been promoting were violated by these songs. Overall results showed that the “pang-masa” songs were not really acceptable to employees of the NCRFW. Nevertheless, it is suggested that this study should be supported by another research of the same content and set of songs involving another group of respondents. Thereafter, a comparative study could help deepen the need to analyze the Contemporary Filipino “Pang-masa” songs explicit to sexual innuendos in terms of message content, such that they convey messages which are not incriminating/discriminating to women or men.
Training Needs of the Extension Communication Unit Staff of the Agricultural Training Institute Network of Training Centers Relating to the Development of Instructional Materials

( 2001) Ilagan, Sheila DV

Training needs analysis, or the identification of the particular training needed by the employee is a great way to maximize the offices’ resources. Likewise, the provision of which is enough motivation for them to effectively and efficiently accomplish their tasks. Hence, this study was conducted to determine the training needs of the Extension Communication Unit (ECU) staff of the Training Centers of the Agricultural Training Institute (ATI) in relation to the development of instructional materials. Using the survey research design, a six-page questionnaire was administered to the ECU staff in the Training Centers of ATI nationwide. The questionnaire was designed to elicit information on the profile of the respondents, the availability and utilization of instructional materials in the Training Centers, the development and production of instructional materials, and the training needs of the staff in the production of instructional materials. Data were described using frequency counts and percentages. Respondents of the study were 81 ECU staff from 28 ATI Training Centers. Of this, majority were Technical Staff (37.04%), followed by Artist Illustrator II (32.10%), and 30.86 percent were Audio Visual Aid Technician II. Compare with the educational background of the two other groups of respondents, only the courses taken by the Technical Staff seemed to be more relevant to their present position. With regard to the availability of instructional technologies in the Training Centers, results revealed that the most available (98.77) and widely used (92.59%) instructional technology was the overhead projector (OHP). As such, majority of the respondents (92.59) develop and produce transparencies. Due to its accessibility, almost all of the respondents (97.53%) use of transparencies as often as necessary. Research was utilized in the development and production of instructional materials (90.12%). Likewise, more than half (67.90%) referred to persons of authority in offices concerned with the collection of primary and secondary data as basis in the preparation of instructional materials. Among the three groups of respondents, it was found that in the development and production of instructional materials, the Artist Illustrator II were most involved. More than half of the respondents (58.02%) agreed that they are capable to develop instructional materials. The main problem, however, was lack of funds. Nevertheless, 82.72 percent suggested that the provision of funds will solve the problem. The instructional materials produced in the Training Centers were characterized by majority (92.59%) as informative. These were used by trainers and extension workers during trainings. Majority (83.95%) of the respondents have attended training mostly on audio visual presentation (82.35%). In terms of the degree of usefulness, these training were perceived as very useful, with the level of training and its duration considered just right (85.29 and 69.12%, respectively) and very relevant (79.41%). In terms of the subject matter areas that respondents need to be trained on, training on artwork was much needed by the Artist Illustrator (81.82%) while training on video production for the AVAT II (68.18%). Although the Technical Staff signified interest to be trained on newswriting and feature writing (82.76%), the training on the use of digital camera (77.27%) was much needed. A little less than half of the respondents (46.91) preferred the ATI Central Office as the venue for their training. A two-week training course conducted anytime of the year was also preferred. In the course of the study, it was recommended that the management extend full logistic support to provide training and follow-up training programs to increase the staff’s credibility and make them effective communicators.
Baby’s First Food? Tell Mama Breast Always Best

( 2001) Rabor-Fellizar, Nectarina

The research study was carried out to determine what communication methods were preferred by mothers to encourage them to room-in and breastfeed their babies at birth. The study also wanted to find out whether or not certain variables like the mother’s age, educational attainment, and parity affected their choices. Data was gathered by using the interview schedule on mothers chosen at random who had breastfed their babies while in the hospital. They may or may not have roomed-in their infants. Time period was from June 1995 to December 1999. There were 50 respondents included in the study classified according to age, educational attainments, and parity. The results were descriptive and frequency distributions and ranking of relevant responses were made. Results showed interpersonal communication with their mothers and attending physicians prior to giving birth prepared mothers for breastfeeding their infants. Interpersonal communication with the attending physicians and relatives was the most preferred methods and had the greatest influence on the decision of the mothers to breastfeed. Age, educational attainment and parity had an influence on the respondent’s choices of preferred methods of communication. Aside from interpersonal communication, some media communication methods were preferred by older mothers. Those with higher parity, preferred television, whereas younger mother with only 1 child preferred books as a source of information for breastfeeding. The study pointed out that in order to sustain the Baby Friendly Hospital status, interpersonal communication methods with attending physicians, relatives and hospital staff should be encouraged and improved. Media communication methods like posters and leaflets should be also paid attention so they could be better avenues of information and education on breastfeeding the newborn.
The Production of a Science Educational Television Program The Case of Sineskwela

( 2001) Roan-Cristobal, Ruby

The study sought to describe the process of producing a local science educational television (ETV) program to supplement science learning at the basic education level. It is focused on the case of the Sine’skwela, being the first science-based television program authorized by the Department of Education (DepEd) for mandatory viewing by students in all public elementary schools in the country. A descriptive research was conducted to determine the various steps involved in the production of Sine’skwela. The study is limited to obtainable data and observations. The researcher gathered official documents relevant to the program’s development and interviewed key production personnel. With the researchers as the Science Consultant of the program, her own observation of the process, since the time that the program was conceived up to the present, were also integrated. The documentation study revealed some aspects of the production process which the producer of the program needs to study. These include the problem of ensuring appeal, comprehension and overall learning achievement of the primary target audience through continuing formative and summative research. The quality of science content treatment was also discussed. One of the problems identified is the lack of special equipment to show details of processes and structures of organisms and objects discussed in the episodes. Immediately required are flex and time lapse cameras, microscope and other laboratory facilities. It is also imperative that accuracy of content be assured from pre-production to post-production stage by hiring more science researchers who will see through the quality of science content from the start to the end of production. The recommendations did not include proposed solutions to some problems which the researcher finds as resting on management prerogative, e.g., budget allocation. The output of the study is useful for improving the quality of the program to better achieve its set objectives and for planning new programs of similar nature in the future. Likewise, the resulting document will be useful to other broadcast stations, producers, educators and government agencies planning to produce ETV.
NCR Reader’s Perception of Aggie Trends The Official Newsletter of the Department of Agriculture

( 2001) Morado, Vincent B.

This study was conducted to find out the readers’ perception of AGGIE TRENDS in terms of its circulation and distribution, content and layout. Specifically, it focused on the following questions: what is the readers’ perception of the circulation and distribution of AGGIE TRENDS?; what is the readers’ perception of the layout of AGGIE TRENDS?; and what is the readers’ perception of the content of AGGIE TRENDS? The study was basically a survey, which made use of the simple random sampling method. Data were gathered through self-administered questionnaires, which were distributed by the researcher and collected form the respondents. The respondents of the study were 100 readers of the AGGIE TRENDS who live in the National Capital Region, particularly in Manila and Quezon City. Of the 100 respondents, thirty-three (33%) belonged to the 15 to 30 years old age group, while 24 (24%) were to 30 to 40 years old, and 13 (13%) were to 40 years old and above. Although simple random sampling was used, it turned out that half (50%) of the 100 respondents were females and them same number (50%) were males. Majority (60%) of them obtained a college degree, while 17 (17%) pursued higher studies. Most of them are government employees, who are now working with the DA office, attached agencies and bureaus and other government offices. The rest were (23%) high school students. The following conclusions were derived from the results of the study: Respondents were very satisfied or moderately satisfied with the circulation and distribution system of AGGIE TRENDS. Majority preferred the door-to-door and pick-up mode of delivery and that many of them received the AGGIE TRENDS in good condition. The respondents were very satisfied with the attractiveness and appropriateness of the cover design, because they are attracted to the colored pictures and the interesting topics presented in an artistic way. They were also satisfied because the pictures are clear, and the colors are good. The illustrations are also very clear and are propositioned properly. They were satisfied with the attractiveness and appropriateness of the inside pages. Among the reasons given by those who answered very satisfied or moderately satisfied was that the inside pages have pictures which are placed to attract attention. The respondents were very satisfied and moderately satisfied with the usefulness of the information or content of the AGGIE TRENDS. Besides they perceived the articles as very easy to understand or easy to understand. They agreed that the articles were clearly phrased. They also believe in the information they read and wanted more true-to-life success stories or features on issues affecting farmers and fisher folks and all the necessary information in agriculture that they need. They also perceived the articles or sections as vert entertaining and very interesting or slightly interesting. But they suggested more news, features, technologies, cooking tips, better editorial, letter to the editor and regions on the go. Other topics they suggested to include in AGGIE TRENDS were farming technologies/post-harvest technologies, new breed of plants, animal topics and more achievements, more success stories, puzzles and trivia.
Radio Broadcasts and Adoption of EPM Technologies in Infanta Quezon: An Evaluation Study

( 2001) Rutaquio, Marianne R.

This is an evaluation study on the Radio Broadcasts and Adoption of EPM Technologies on Infanta, Quezon. It focused on the following problems: how effective was it in influencing farmers to adopt EPM? Did the farmers really listen? What portion created lasting impact among listeners? Which EPM technology created the greatest impact? Would the farmers want another program of similar kind? The general objective of the study was to evaluate the role of the LKP radio program in the adaptation of EPM technologies in Infanta, Quezon. Specifically, it aimed to determine the listenership of LKP radio program; to identify portions in the program most preferred by the farmer listeners; to determine which among the EPM technologies discussed created the greatest impact; to determine the extent of the role of the radio program in convincing farmers to adopt the EPM technologies; and provide policy recommendations in the use of radio as medium in disseminating information on farming and farming technologies. This study used the descriptive survey method. Primary data were gathered from personal interviews using a pre-tested interview schedule. This study involved farmer-graduates of EPM FFS. This study used frequency counts and percentages for data analysis. It also used the tabular method of presenting results. Based from the results, it was noted that fifty-six respondents were EPM graduates, while 10 were not. Fifty-four percent of the respondents listened to the “Likas-kayang Pamumuhay” radio program, while the rest were not regular listeners. Majority of the respondents said that they listened to the program to get additional information and to increase their knowledge in agriculture. Among the topics they remembered in the radio program were: EPM, effects of pesticides, fertilization, and insect identification. Forty of the respondents mostly preferred the “sharing” segment of the program. Thirty-six of them admitted that they have adopted the farming technologies they heard on the radio. Seventy-two percent of them noted that agricultural trainings also influenced/convinced them to adopt a particular practice. The respondents cited that the agricultural information they heard in the radio program was useful to them. They said that the program was effective in pest management, it has a component of actual learning in the field, it has helped them reduce their production costs and it has influenced their decisions in farming, and it was able to share alternative farming strategies and livelihoods. Sixty-eight percent of the respondents were able to get an increased yield. The “Likas-kayang Pamumuhay” radio program was able to help its farmer-listeners adopt the EPM technologies they had introduced. The listeners preferred the sharing/discussion segment of the program, which reflects the need for additional information or knowledge of farmers. Respondents claimed that the farming technologies they have adopted from the EPM training and the radio program were the organic fertilization, pest and water management, proper values of life and good decision-making. The radio program provides a complementary role in the adoption of EPM technologies to its farmer-listeners. However, for non-EPM graduates, it provided additional information or knowledge on agricultural technologies. The sharing and discussion segment of the radio program helped them be convinced that what they are sharing in the program are viable alternatives to their current farming practices. Recommendations of this study include the organization of another team for the re-launching of the “Likas-kayang Pamumuhay” radio program. This should be coordinated with the BUKID famers’ organization who can share their expertise on agriculture. There should also be detailed study on the economic impact of the radio program on the farmers themselves. This will help policy makers and program planners design a program for the development of agriculture and the rural farmers. The radio program can be a potential partner of the community in its development. The program can link with other institutions and organizations which can help establish a “one-stop shop” of agricultural knowledge and information to help solve the problems of the rural farmers within the each of the radio station.
Pamantasan sa Himpapawid: A School-On-The Air in Search of Sustainability

( 2002) Cantos, Getulio C.

Distance learning is now becoming a powerful tool in educating individuals or group of individuals which for some reason cannot avail themselves of education through the traditional mode of learning or the residential type of schooling. One mode of distance learning is the school-on-the-air which offers non-formal education. One mode of distance learning is the school-on-the-air which offers non-formal education. One of which is the subject of this study which is called “Pamantasan sa Himpapawid” aired over Radyo ng Bayan Lucena. It is a project of the Department of Trade and Industry or DTI, Manuel S. Enverga University Foundation or MSEUF, and DWLC Radyo ng Bayan Lucena, which is a government-owned radio station. This study took the case of “Pamantasan sa Himpapawid” and attempted to find out the issues and concerns affecting its sustainability. The study also tried to answer the question “What are the perceptions of selected graduates towards the Pamantasan sa Himpapawid where they graduated from? “Finally, this study attempted to know the recommendations of the graduates to improve the sustainability of the Pamantasan as a whole. This study was aimed to identify the problems and concerns which affect the sustainability of the Pamantasan sa Himpapawid as a school-on-the air which is a development communication tool. It was also aimed to find out the perceptions of the selected graduates of the Pamantasan sa Himpapawid towards their school-on-the-air, and finally, it was aimed to provide useful information as feedback on Pamantas sa himpapawid. The respondents were composed of 27 graduates of Pamantasan sa Himpapawid. They were chosen to form a total of 118 graduates who comprised the first two batches of graduates using non-probability sampling, particularly accidental sampling. The researcher gathered necessary data through available documents of the Pamantasan sa Himpapawid. Personal interview with the authorities involved was conducted to provide other information. The researcher also conducted a survey using questionnaires which were distributed to the respondents. The questionnaires were written in Tagalog. The researcher did not use his real name but used a pseudo name “Braddix Castillo” instead to avoid bias since the researcher is an employee of Radyo ng Bayan Lucena. After gathering all the data needed, they were carefully analyzed using frequency counts and percentages. Tables and graphs were used to represent data. Documentary findings and interview synopses were also carefully analyzed. This study concluded that the PH has benefited many of its target audiences. However, it failed to sustain the number of its enrollees; comprehensibility of some lessons; financial support for the reproduction of learning manuals for students; visitation and follow-up activities; linking with other enabling agencies; evaluation; and the radio signal. It was also concluded that the majority of the respondents want a once-a-week one-hour program for the PH preferably on Saturday afternoon. Respondents prefer English and Tagalog as the bilingual mode of instructions. They also find the lessons comprehensible and relevant. Meanwhile, less than 50% of the respondents have utilized the knowledge gained from the PH. All respondents did not receive financial assistance form the PH after graduation. Most of them believe it is necessary for the PH to technically and financially assist their graduates. The majority of the respondents have developed a positive attitude towards the hosts’ voices, talking speed, teaching efficiency, and their high level of knowledge on the subject matter. To ensure a more effective Pamantasan sa Himpapawid, it is recommended that it sustain first its linkage with other enabling agencies to support its production costs; sending of student manuals and copy of learning modules; technical and financial assistance to graduates; number of volunteers to serve as field coordinators to monitor the progress of the enrollees; follow-up activities to monitor the utilization of knowledge of the graduates; move to be accredited by TESDA; and regular project impact monitoring and evaluating or PIME.
State of the Philippines Population Report 2000 Advocacy Activities in Region 7: A Process Documentation

( 2002) Gambe, Lurica June A.

The study was conducted to document activities and processes relative to the promotion of the State of the Philippine Population Report (SPPR) 2000 in Region 7. This was deemed significant, as this is the first of the series of SPPRs. The study aimed to find out if the strategies adopted to popularize and advocate the report were effective and which ones were not so that for the succeeding SPPRs the dissemination activities will be enhanced to achieve its goal of seeking policy and fund support on reproductive health and family planning. Specifically, the study sought to: 1). document the conduct of successful advocacy activities utilized in promoting the SPPR to target audiences, 2.) document the immediate outputs of the activities and showcase this for replication in other areas and 3.) identify the problems encountered that affected the successful implementation of the SPPR User's Forum. The documentation of the four major SPPR User's Forum conducted from March-September 2001 was by participant observation. A monitoring form was accomplished in every forum to document the details of the activity. The study made a summary of the problems encountered in the implementation of the project, drew the lessons learned and provided recommendations that could guide implementers of similar projects.
Analysis of the PARDC Feedback Gathering Method for Field Testing of MAT DEV Prototypes: The Case of the Meal, Ready-To-Eat Ration

( 2002) Dayao, Sylvia A.

This study aimed to evaluate the effectiveness of the feedback gathering method among the end users of Materiel Development (Mat Dev) prototypes developed by the Philippine Army Research and Development Center (PARCDC). The resources of the PARDC allocated for field test questionnaire administration were also assessed. These were done to come up with recommendations on how the feedback gathering method can be improved. It tackled the case of the MRE toppings style prototypes distributed to the 2nd Infantry Division, Philippine Army. The survey employed three methods for data gathering: documentary analysis, personal interview, and survey questionnaire. Documentary analysis involved the examination of reports, logbooks and clearing instruments of the Supply Accountable Officers (SAO). The interview was concluded among researchers of PARDC and the SAO of the various offices concerned in the distribution of prototypes. An interview schedule was used to gather information on how the SAO implemented the transfer of the prototypes from PARDC to the end users. A survey using self-administered questionnaire was done to field test participants purposively chosen by the researcher to find out their comments and preference on how their feedback should be gathered. The finding of the study revealed that the PARDC feedback gathering method was too circuitous. The process passed through several layers of offices such that the time consumed in the distribution and collection of questionnaires was considerably long. Respondents preferred personal interviews than self-administered questionnaires. The resources allocated for the field test was also inadequate. All these contributed to the low turnover of field test questionnaires. Based on the findings, it is recommended that other more effective and efficient ways must be employed to improve the PARDC feedback gathering method. Since the results of the study indicate that almost all the respondents wished to talk with the researcher than answer a questionnaire, then the instrument might have to be changed from a self-administered questionnaire to an interview schedule or focus group discussion. The latter may be the best alternative as it can respond to the respondents’ desire for a more interpersonal discussion and it would entail lesser cost than interview schedule.
Communication Profile of Vegetable Farmers of Nagcarlan, Laguna

( 2002) Bautista, Felicidad E.

The study looked into the communication profile of the Nagcarlan vegetable farmers. Specifically, the study sought to describe the socio-demographic profile of farmer-respondents, find out their farming characteristics, and determine their communication profile. A one-shot survey among 50 vegetable farmers in Barangay Malinao, Nagcarlan, Laguna purposely selected from the list provided by the Barangay Chairman, was conducted. Respondents were interviewed through the used of a 7-page interview schedule which was pretested among vegetable farmers in Barangay Kinabuhayan, Dolores, Quezon. Data were analyzed using descriptive statistics such as averages, percentages, and frequencies. In terms of socio-demographic profile, 78 percent of the farmer-respondents were male, young (38-47 years old) and had formal education but of different levels. Vegetable farming was their main source of income, with a mean annual income of P65,960.00. With regard to farming profile, the majority (86%) of the respondents had more than 10 years of farming experience. Forty-six percent had 1.0 ha planted to chayote, beans, tomato, pechay, and cabbage. Results also showed that radio and television were the most owned and used communication media by the farmer-respondents. Among radio and television programs, high viewership and listenership of news program was prevalent. Therefore, information on vegetable production such as source of quality seeds and management of pests can be aired in radio programs and shown on television as advertisement, plug or jingle before and after a newscast. Majority (90%) of the respondents still preferred interpersonal communication than broadcast and print media. It would be beneficial therefore to equip the agricultural technicians with knowledge and skills in communicating vegetable production messages and information. Combination of communication strategies could be designed, placing importance on interpersonal communication.
CBHP’s Capability Building and Adoption of BHWS on PHC Approaches in Sto. Tomas, Batangas

( 2002) Campeciño, Jonah C.

This study was conducted to evaluate the UP-PGH-DFCM CBHP’s capability building and adoption of Barangay Health Workers (BHWs) on Primary Health Care (PHC) approaches in Sto. Tomas, Batangas. Specifically, this study intended to answer the following questions: (1) what are the specific functions of the barangay health workers in the community-based health program? (2) did the BHWs adopt the primary health care approaches in their functions at the barangay health centers? (3) which of the approaches created the greatest impact among the barangay health workers’ functions in the community-based health program? (4) what are the CBHPs capability-building strategies for barangay health workers? (5) would the BHWs want another capability building of similar kind? The objectives of this study aimed to: a) determine the specific functions of the barangay health workers in the community based health program; b) identify the primary health care approaches in the functions of barangay health workers in community based health program; c) find out which of the primary health care approaches created the greatest impact among barangay health workers’ functions in the community based health program; d) determine the capability building strategies recommended by the UP-PGH-DFCM for BHWs to adopt the PHC approaches; and e) provide policy recommendations for the barangay health workers in disseminating information of their functions and approaches in the primary health care of the community based health program. This study was basically a survey, using a combination of structured questionnaire and interview to obtain data from 83 BHW respondents, using simple random sampling. A questionnaire was designed to get the respondents’ functions and approaches in the PHC. Moreover, this study used distribution of responses by percentages as tools for data analysis presented in dummy tables of one-way, single response and two-way, multiple response. The results of this study stated that of 83 respondents, 70 of them received direct training while 13 of them obtained indirect training in the CBHP. Of their functions in the barangay health centers, 67 percent of the respondents could educate and counsel TB patients, 100 percent on provision of health care on nutrition, and deworming. Seventy one percent of the respondents could organize group meetings and/or mothers class. Meanwhile, respondents get additional information in the CBHP’s capability building; of the strategies provided to them, they claimed to have training on the following: 100 percent as health educators, 94 percent as community organizers, and 81 percent as health care providers. One hundred of them can recall herbal medicine, 86 percent claimed to network with LGU (mayor, councilors, barangay captains, barangay councilors). Sixty three percent of them identified UP-PGH in advocacy work, 84 percent of them stated to tap mothers in community organizing and 78 percent identified lecture demonstrations for monitoring and evaluation. Furthermore, 36 percent of the respondents were satisfied with the training shared by the UP-PGH-DFCM on CBHP while 30 percent still in need of a refresher course on values orientation, provision of health care, health promotion, patient-BHW relationship. Ninety six percent of the respondents indicate that of their household assignments, 1-100% patients received consultations at barangay health centers from year 2000 to year 2001. This means a success in the effort of UP-PGH-DFCM CBHP’s capability building. Recommendations for this study included: strengthening social marketing and social mobilization among respondents; assign job rotation, exposures, observation and study tours to successful programs implemented on different functions and approaches in the DOH programs at the barangay level; continuing partnerships with a different individual, groups and organizations for sustainability of the program. Tie up with development communicators for activities on IEC, and tap other local organizations for IEC distributions; respondents are potential partners not only in development of health-related projects but also in community development. They can link with other local and international organizations for projects such as income generation, environment and agriculture to solve problems not only in health but other aspects of development as well.
Evaluation of Effectiveness of MMDA’s TV Ad Hiwalay by Selected Household Heads in Barangay 201, Pasay City

( 2002) Cochico, Jocelyn Romina P.

This study was conducted to evaluate the effectiveness of the TV ad "Hiwalay" among selected household heads in Barangay 201, Pasay City. It specifically aimed to: 1) Identify the message that the household heads recalled from the TV ad; 2) find out if they understood the message of the TV ad; 3) determine if the message content was acceptable to them: 4) find out if the TV ad persuaded them to act on the message conveyed, and 5) determine which of the following aspects of the TV ad they liked and why: • story/plot • actors • jingle • tagline • message The study used focus group discussion (FGD) to gather data. Fifty respondents were selected from Barangay 201, Pasay City. FGD was conducted one at a time per group of ten respondents at various schedules. The data were analyzed using descriptive analysis. The respondents were all household heads, mostly male, and belonged to the 35 to 40 years old group. They consisted of manual skilled workers (e.g. carpenters, masons, plumbers, etc.). Majority of the respondents belonged to the D class of the socio-economic bracket. All of them owned a TV set. Based on the results of evaluation, all the respondents were able to see the TV ad "Hiwalay before they were asked to view it again during the FGD. All of them remembered the TV ad even after three months at the most have past. Majority of the respondents understood very well why 'Hiwalay was the title of the TV ad. They all understood that the lesson of the TV ad was to segregate the non-biodegradable and biodegradable waste materials. All of the respondents agreed that the TV ad was gender sensitive, and that it did not violate any gender concerns. Neither there was any violation on the matter of them being Filipinos, members of any cultural and social sector/group, and religious factions. Almost all the respondents agreed that they would be practicing segregation of waste materials after they have watched the TV ad. The respondents would want to practice segregation because they think it will be profitable to them; others thought that they will practice it because showbiz personalities are doing it. On the plot/story of the TV ad, all the respondents agreed that the story line was good, so as the humor and the lesson learned from the ad. All the respondents agreed that the actors who played the role were very instrumental in enhancing the story. Majority of the respondents noticed that there was a jingle or sound track in the TV ad, and they suggested that this jingle be slowed down a bit. With regards to the tagline or slogan of the TV ad, 'hiwalay kung hiwalay, this was unanimously voted as the most appropriate for the ad. It stirred curiosity and interest among the respondents. Most of them fully understood the TV ad upon reaching the middle portion, while others have already understood it even at the early part. The TV ad being humorous drew a lot of interest from the respondents, but others still considered a more serious version.
Case Study of the ITCPH Newsletter as Tool for Disseminating Pig Husbandry Information

( 2002) Sison, Mariquez A.

This study was conducted to describe and examine the ITCPH Newsletter as tool for disseminating pig husbandry information to farmers, extension workers and agricultural teachers. Specifically, it sought to: 1) asses the content of ITCPH Newsletter in terms of reading interest, usefulness, level of technical information, clarity and amount of information; 2) determine the acceptability of the general appearance of the ITCPH Newsletter; 3) determine the relationships between the demographic characteristics of the respondents and their evaluation on the content and general appearance of the ITCPH Newsletter; 4) find out the preferred accessibility and frequency of publication; and 5) recommend improvements on the newsletter in terms of content and general appearance. To attain the objectives of the study, data were collected through key informant interview, survey and document and report analysis. One hundred forty-five (145) respondents were included in the survey composed of 54 pig farmers, 55 extension workers and 36 agricultural teachers. A combination of qualitative and quantitative method of analysis was employed in this study. The ITCPH Newsletter is the most widely distributed information material developed by the International Training Center on Pig Husbandry (ITCPH) with the objective of disseminating pig husbandry information and updating its alumni the latest news and activities of ITCPH. The content of the ITCPH Newsletter was assessed by the respondents in terms of reading interest, usefulness, level of technical information, clarity and amount of information. The mean rating of the respondents on these dimensions was generally high except for the level of technical information. In terms of the general appearance (font size, relevance, clarity and quantity of pictures/illustrations, types of paper used and number of pages), it was generally acceptable. There existed significant relationships between: age of farmers and reading interest, size of farm and level of technical information; age of extension workers and number of years working with reading interest and usefulness of information; age and educational attainment of teachers with reading interest and usefulness of information. No significant relationship was found between demographic characteristics of farmers and their acceptability of the general appearance. For the extension workers, educational attainment and clarity of pictures and illustrations were significantly related. For the group of teachers, there was significant relationship between age, educational attainment and type of paper used. The respondents highly preferred the print version of the ITCPH Newsletter rather than the on-live version found in the ITCPH webpage. The preferred frequency of publication was four times (4x) a year. Additional information on pig health particularly on prevention and treatment of diseases, management, breeding, feeding and nutrition were suggested. Colored pictures and more visuals were also emphasized. Based on these findings, the following were recommended ITCPH should simplify the technical article to make information dissemination more effective. The addition of more pictures and making them colored would enhance the comprehension of technical articles. Necessary adjustments on the content and general appearance of the Newsletter should be made to suit the needs of its varied clientele. Lastly, ITCPH should look for possible partners like private companies that are willing to co-publish the Newsletter in order to meet the preferred accessibility and frequency of publication.
Content Analysis of Enter-Educate Materials on Family Planning

( 2002) De La Rosa, Jose Miguel R.

This case study was conducted to establish the trends related to the development of enter-educate materials on family planning worldwide, their message/theme, models/endorsers, media used, and format. This was undertaken through the compilation of an electronic bibliography of enter-educate materials worldwide starting in the 1970’s. A brief description of the materials compiled was included in the electronic bibliography. Thereafter, an analysis of the compiled materials was done to establish the trends related to the year of production, message/theme, models/endorsers/media used, and format. The analysis indicated that the adaptation of the enter-educate approach to family planning promotion started in the 1970s where 76 materials were produced by 20 countries worldwide. Over the years, up to year 2000, the number of materials tapered off with the most productive years in 1993, 1994, and 1997. Materials produces during these years ranged from 11 (1997) to as much as 19 (1993 and 1994). The message/theme of the materials was largely on the family planning concepts and the benefits of family planning use. Materials on contraceptive methods followed with the benefits of a small family size and responsible parenthood getting substantial coverage. Government officials, particularly the Health Minister, and other family planning program officials were primarily used as endorsers of the program. Television and radio talents were used to dramatize the family planning concepts and contraceptive use. Popular singers and actors/actresses also proved to be very effective endorsers of the family planning program. Television remains to be the anchor medium for enter-educate materials on family planning. Radio, on the other hand, is used as secondary medium, especially to reach the remote areas where access to television is still not high. Television commercials/spots and soap operas and video materials such as short film and documentary are very popular format for enter-educate materials. Radio commercials/spots and soap operas are also being utilized substantially, especially to reach audience in remote areas. The electronic bibliography is being presented as a main source facility for both the communication planners and researchers to allow easy adoption and propagation of family planning enter-educate materials, messages, and formats.
Role of Peer Communication in Recruiting Members of Youth Club: The Case of Philippine Society of Youth Science Clubs, Inc. Regional Council XI

( 2002) Dado, Maria Victoria I.

This study aimed to determine the effectiveness of peer communication in the growth of membership of a youth club. Specifically, the objectives of the study were: 1) determine the factors influential to the growth of membership of PSYSC XI; 2) determine the factors that affect the level of involvement of members to club activities; 3) trace the network of friends that were recruited as members of PSYSC XI; and 4) formulate recommendations on how youth clubs can increase membership through peer communication. Quantitative research method was used in this study. The survey research questions were partially close ended, enabling the respondents to give reasons for their answers to the questions. Respondents were selected through probability sampling, specifically the multi-stage sampling technique. The technique is appropriate for the study since PSYSC XI has a region wide membership. The sampling was done in two (2) stages. The first stage was the regional council, from which the second stage – the division councils – were selected. Fifty percent (50%) of the respondents said that their friends influenced them the most to join the PSYSC (Table 1). What happens is when one or two of their friends are already members of the club, they motivate others to join the group. Since friends share very intimate relationships, they want to spend a lot of time and company with each other. This results in them also joining the group. Networking then occurs when they encourage their other friends to join the club, (Figures 7 to 12) thus contributing to the increase in membership of PSYSC XI. The respondents gave a variety of reasons for joining PSYSC XI. Results of the study showed the following: 1) Ninety-one percent of the respondents stated that compared to people who were not their friends, it was easier to convince their “barkadas” or friends to join the PSYSC. This was because of the rapport established between friends; 2) Forty-nine percent of the respondents actively participated in the PSYSC activities because they felt that it is their responsibility as members to help in the conduct of the activity; 3) Eighty-one percent of the respondents stated that their friends influenced their enthusiasm in joining PSYSC activities; 4) Fifty percent of the respondents stated that they were elected because of the influence of their friends; and 5) Among the respondents, 64 percent were elected as officers or had assumed office while thirty percent were not elected as officers nor assumed office. From the results, it can be said that peer communication is an effective tool in increasing the membership of PSYSC XI. The networking of friends has a lot to do with the increase in the number of affiliated members every year. It also contributes to the success of activities conducted both by the regional council and division councils. Aside from being motivated by task or responsibility concerns, the members are enthusiastic in being active in the club since they would be working with their peers. These factors contribute to the success of the club. The respondents also believed that they were elected to positions because their friends voted for the, believing and trusting that they are capable of handling the responsibilities anchored to each position. Based on the result of the survey, it is recommended that peer communication can be an effective tool in convincing and encouraging others to join a youth club. Having a network of friends in an organization can also help in terms of achieving its goals because members will be enthusiastic enough to work and conduct activities with their peers with whom they share the same interest.
Comparative Effectiveness of Interactive Exhibit and Traditional Method in Introducing Scientific Concepts to High School Students

( 2002) Pagsinohin, May Perfecta M.

This study tested the effects of interactive learning versus the traditional method of teaching scientific concepts on the comprehension of high school students. The Don Jose Ynares Memorial National High School (DJYMNHS) group was chosen to participate in the study. The students were divided into two (2) groups: 1) those exposed to the interactive method (experimental group); and 2) those exposed to the traditional video taped lecture (control group). Both groups were introduced to the topic of aerodynamics for the first time. Pre-test and post-test were administered to determine if there was any significant difference in the learning between those exposed to the traditional and the interactive methods. Results were analyzed using the ANCOVA procedure. Tests revealed that the 15- and 16-year old students in the experimental group performed better than the 15- and 16-year old students in the traditional group. Results also showed that regardless of age and sex, students in the experimental group performed significantly better than those students in the traditional group.
Case Study of Five Online News Publications in the Los Baños Science Community

( 2002) Mendoza-Ledesma, Vivian Teresa

The widening scope of information technology has invaded even the field of journalism, including the way news is presented. Many organizations that produce newsletters are now into online news as well, either as electronic newsletters or as part of their websites. Some have even abandoned the print in favor of the online. This study aims to identify reasons for going online, how the online news publications are produced, the general differences between their online and print versions in terms of writing style and design, and the perceived advantages or disadvantages of online over the print. Writers, editors, web designers and a system administrator were interviewed representing five online news publications produced in the Los Baños Science Community. These five publications were PCARRD News and Events, BIC Chronicle UPOU News Briefs, DevCom M@il and UPLB Horizon. The most common reasons for going online were (a) it is cheaper to produce and distribute than print: (b) it improves the image of the organization: and (c) it fulfills the function of the office. The process of producing an online news publication generally followed the same steps as print. For the three publications that had print versions, the online version was produced after the newsletter was printed or was readied for printing. In these publications, too, the writers of the online were also the same writers for the print version. No difference was observed nor reported in the way the news is written between the online and the printed version. All of the article in the print were included online. While some elements of web writing were evident in the online news, the style of writing was still generally for print. The most common web writing elements used were the inverted pyramid style and the use of hyperlinks. There was a tendency for two web-based publication (PCARRD New and Events, and BIC Chronicle) to copy the appearance of the print versions. The reason may be so that readers would identify that these are the same publications coming from this particular organization. The choice to produce an electronic newsletter that was purely text (no pictures) by the UPLB Horizon was more to meet the needs of its online readers based in the UPLB campus. These readers had difficulty accessing e-mails that had pictures or attachments. The advantages of the online news publication over the print were (a) cheaper to produce and distribute; (b) faster to disseminate news; (c) supplements the coverage of the print version; (d) meets the new preferences for news source of readers, and (e) can be printed. The disadvantages were: (a) can be ready only by those with Internet access; (b) subject to technical difficulty like power failures and unavailable (or down) server; and (c) technical capacity of e-mail provider.
Media Preferences of Selected 4th Year High School Students in Selected Public High Schools in Cagayan De Oro City

( 2003) Maslog, Proculo C.

The study focused on the media preferences of 4th year high school students in selected public high schools in Cagayan de Oro City. It sought to find out the type of media channels, language the respondents preferred and the reasons behind their choice of preferred medium. The survey was conducted during the career guidance programs of the selected public high schools in October 2002. A total of 110 students answered a self-administered questionnaire. They were selected at random with the 10th student of every group picked to answer the questionnaire. The results were collated and tabulated and ranked according to frequency counts and percentages. Most (63%) of the respondents picked television as the preferred medium followed by radio (25%) and newspapers, (12%). The English-local dialect combined (44%) was the preferred language. Credibility (29%) was the most cited reason for their preferred communication medium. Other reasons cited were pleasant personality of host/source (28%), impressive presentation or good visuals (24%) and entertaining (7%). Based on the results of the study, it is recommended that media planners use in their communication campaigns for high school students television as primary medium with radio as support medium. The English-dialect combine should also be used, as it is their preferred language combination.
A Study of the Communication Strategy Employed by MDF in the Implementation of Community Mortgage Program

( 2003) Cadorna, Noel A.

This study sought to examine the communication strategy employed by Muntinlupa Development Foundation (MDF) in implementing Community Mortgage Program (CMP). Specifically, the study aimed to: 1) determine the effectiveness of the communication strategy, as viewed by the CMP beneficiaries; 2) determine the level of exposure of CMP beneficiaries to the communication strategy employed in implementing CMP; 3) determine the communication method/s preferred by the CMP beneficiaries; and 4) find out what factors might have influenced CMP beneficiaries’ preference for communication method/s. Systematic random sampling was used in selecting the respondents for the study. They were chosen from the list of CMP beneficiaries per Community Association (CA), with names arranged in alphabetical order. A one-shot survey was employed on respondents representing a cross-section of the 427 CMP beneficiaries from the three Cas assisted by MDF, all located in the City of Muntinlupa. Respondents were individually interviews using the interview schedule. Information from the survey of CMP beneficiaries was supplemented by focus group discussions with MDF technical staff and the review of secondary sources. Results of the study revealed that MDF information dissemination activities on CMP were not regarded as separate communication strategy in the implementation of the program. It was part of the community organizing effort of MDF under its Community Building Program (CBP). All of the CMP beneficiaries were not involved in the design of the communication strategy nor in the formulation of message content, methods, and strategy. Exposure of CMP beneficiaries to the communication strategy was often limited to individual involvement as participants in information dissemination activities; however, a few served as facilitators. Their assessment of MDF’s communication strategy, in general, was favorable. Majority of the respondents found such strategy effective and the competence level of MDF technical staff very good. All the respondents were familiar with CMP – its basic features, documentary requirements, program activities, and guidelines. This could have been due to the fact that all of them were CMP beneficiaries. Respondent favored interpersonal communication more than the mass media as sources of information on CMP. Small group discussion, assembly meeting, and one-on-one discussion were popular choices. The respondents based their preferences on the following considerations: usefulness; cost effectiveness; practically; accessibility; and relevance. Pamphlets and posters were the preferred media under mass category and considered the best communication support to reinforce face-to-face approaches. Factors such as age, sex, civil status, educational attainment, occupation and employment status, family income, prior knowledge on CMP, and ownership of housing structure did not appear to have influenced respondents’ preference for communication methods to be used for CMP.

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