Media Preferences of Selected 4th Year High School Students in Selected Public High Schools in Cagayan De Oro City

Abstract

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.