Los Baños Radio Listeners' Preferences For An Environmental Community Radio Program

LOS BAÑOS RADIO LISTENERS’ PREFERENCES FOR AN ENVIRONMENTAL COMMUNITY RADIO PROGRAM

MARY GRACE BULAONG ARROYO

SUBMITTED TO THE FACULTY OF THE COLLEGE OF DEVELOPMENT COMMUNICATION UNIVERSITY OF THE PHILIPPINES LOS BAÑOS IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

DEGREE OF

BACHELOR OF SCIENCE IN DEVELOPMENT COMMUNICATION (COMMUNITY BROADCASTING)

OCTOBER 2008

1

This

undergraduate

research

titled

LOS

BAÑOS

RADIO

LISTENERS’

PREFERENCES FOR AN ENVIRONMENTAL COMMUNITY RADIO PROGRAM, prepared and submitted by MARY GRACE BULAONG ARROYO in partial fulfillment of the requirements for the degree Bachelor of Science in Development Communication (Community Broadcasting), is hereby accepted.

________________________________ PROF. JULIENNE V. BARIUAN Adviser

________________________________ Date

Accepted in partial fulfillment of the requirements for the degree Bachelor of Science in Development Communication (Community Broadcasting)

________________________________ PROF. JULIENNE V. BARIUAN Chair

Department of Development Broadcasting and Telecommunication College of Development Communication University of the Philippines Los Baños College, Laguna

________________________________ Date 2

ACKNOWLEDGEMENT

First of all, I would like to extend my gratitude to the faculty and staff of the College of Development Communication, most especially to the Department of Development Broadcasting and Telecommunication, for the wisdom and learning you’ve shared with me for the past three and a half years. I will treasure all these things as I go out of the university. I’ll miss college so much! Of course, I would like to thank Prof. Julienne V. Bariuan for being a patient and supportive adviser. Thanks for everything, especially for the tips you’ve shared on thesis writing. I’m so grateful to be one of your advisees and students. You’ve inspired and taught me so much. More power Ma’am Juls! Keep going! ☺ To my former roommates, Dang and Rachel, thanks for the advice, especially for being my shoulders to cry on. And to Mami Arianne and Dadi Paul, thanks for being our second parents (Hehe..). I miss our apartment and I miss you guys! Hope to see you soon! To Anne and Kuya Athan, I’ll miss our food trip nights and scary stories. Thanks for making my last semester full of bliss. You take good care of each other ha! To my co-DevCom shiftees/“blocmates”-Dwight, Jhorace, Maggi, Romina, Kat, Karyll, we’ve made the right choice! This is it guys! Good luck to all of us! Cyrus, Amy, Nicole and Ivy, I’ll miss you guys! Go for cheeseburger! ☺ To my academic organization, UP Engineering Radio Guild-LB, thank you for making my college life full of fun and excitement. I’ll miss you so much guys, take good care of our president ha! And to my varsitarian organization, Alyansa ng mga Kabitenyo sa UPLB, I miss you guys, thanks for the wonderful moments. Of course, to Jaety, thanks for being a wonderful part of my life, most especially for the love, care, patience and understanding. You made everything worthwhile. Take good care of our kids ha! ☺ To my family, Pangsie, Mangsie, Kuya Lauren and Carlo, thanks for the love and support. You’re my inspiration. ☺ And most especially, thank you dear God for making all these things possible. ☺ “This is the time in you life when things seem to flash right before your eyes – at bullet speed. The events go fast; they are over before you know it. High school is now only the safety blanket you’ve outgrown but miss so much. Soon, college will be the same.” This is it!

gracey

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TABLE OF CONTENTS

Acknowledgement

3

Table of Contents

4

List of Tables

7

List of Figures

8

Abstract

9

Chapter I

Introduction

Structure and Rationale of the Study

11

Statement of the Problem

12

Objectives of the Study

13

Significance of the Study

14

Limitations of the Study

14

Operational Definition of Terms

14

Chapter II

Review of Related Literature

Environmental Communication in the Philippines The Use of Mass Media in Environmental Communication Community Radio Broadcasting

16 17 18

Radio as a Tool for Community Communication

19

DZLB Listenership Studies

19

Theoretical Framework of the Study

22

Analytical Framework of the Study

23

Chapter III

Methodology

Research Design

25

Locale of the Study

25

Respondents and Sampling Design

25

Data Collection and Research Instrument

26

Data Analysis

27

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Chapter IV

Results and Discussion

Demographic and Socio-Economic Characteristics Age

28

Sex

28

Civil Status

29

Religion

30

Educational Attainment

30

Source of Income

31

Monthly Household Income

33

Household Size

34

Environmental Information Needs and Programming Preferences Environmental Information Need

35

Respondent’s Preferred Environmental Topics

35

Preferred Program Segments

37

Preferred Program Format

38

Program Duration

39

Program Length

40

Frequency and Day of Program Airing

40

Time of Airing

41

Program Host(s) and Characteristics

44

Suggested Participatory Techniques

45

Suggested Program Listenership Techniques

46

Radio Ownership and DZLB Awareness

Chapter V

Radio Ownership and Listening

46

DZLB Awareness

47

Source of Information about DZLB

48

Summary, Conclusion and Recommendations

Summary

50

Demographic and Socio-Economic Characteristics

50

Environmental Information Needs and Programming Preferences

51 5

Radio Ownership and DZLB Awareness

52

Conclusion

52

Recommendations

53

Bibliography

55

Appendices Appendix A Tables Appendix B Questionnaire Appendix C Received copy of letters submitted to barangay captains Appendix D BIMS 2006 Map of Los Baños

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LIST OF TABLES

Table 1. Respondents’ environmental topic prioritization

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Table 2. Respondents’ choice for host’s characteristics

34

Table 3. Respondents’ distribution according to age

50

Table 4. Respondents’ distribution according to sex

50

Table 5. Respondents’ distribution according to civil status

50

Table 6. Respondents’ distribution according to religion

51

Table 7. Respondents’ distribution according to age educational attainment

51

Table 8. Respondents’ distribution according to source of income

52

Table 9. Respondents’ distribution according to monthly household income

53

Table 10. Respondents’ distribution according to household size

53

Table 11. Environmental information need

53

Table 12. Respondents’ environmental topic preference

54

Table 13. Respondents’ program segment preference

54

Table 14. Respondents’ program format preference

55

Table 15. Respondents’ program duration preference

55

Table 16. Respondents’ program length preference

55

Table 17. Respondents’ preference regarding frequency and day of airing

56

Table 18. Respondents’ preference regarding time of airing

57

Table 19. Respondents’ choice for program host(s)

57

Table 20. Respondents’ suggested listener participation techniques

58

Table 21. Respondents’ suggested program promotion techniques

58

Table 22. Radio ownership and listening

59

Table 23. DZLB awareness

59

Table 24. Source of information about DZLB

59

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LIST OF FIGURES

Figure 1. Respondents’ distribution according to age

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Figure 2. Respondents’ distribution according to sex

19

Figure 3. Respondents’ distribution according to civil status

19

Figure 4. Respondents’ distribution according to religion

20

Figure 5. Respondents’ distribution according to age educational attainment

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Figure 6. Respondents’ distribution according to employment

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Figure 7. Respondents’ distribution according to occupation

22

Figure 8. Distribution of unemployed respondents

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Figure 9. Respondents’ distribution according to monthly household income

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Figure 10. Respondents’ distribution according to household size

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Figure 11. Respondents’ environmental topic preference

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Figure 12. Respondents’ program segment preference

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Figure 13. Respondents’ program format preference

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Figure 14. Respondents’ program duration preference

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Figure 15. Respondents’ program length preference

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Figure 16. Respondents’ preference regarding frequency and day of airing

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Figure 17. Respondents’ preference regarding time of airing

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Fugure 18. Respondents’ preferred morning time slots

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Figure 19. Respondents’ preferred afternoon time slots

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Figure 20. Respondents’ preferred evening time slots

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Figure 21. Respondents’ choice for program host(s)

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Figure 22. Respondents’ suggested listener participation techniques

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Figure 23. Respondents’ suggested program promotion techniques

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Figure 24. Radio ownership and listening

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Figure 25. DZLB awareness

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Figure 26. Source of information about DZLB

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ABSTRACT

ARROYO, MARY GRACE BULAONG. College of Development Communication. University of the Philippines Los Baños. Los Baños Radio Listeners’ Preferences for an Environmental Community Radio Program. Bachelor of Science in Development Communication Undergraduate Research. October 2008. Adviser: Prof. Julienne V. Bariuan

This study was conducted to determine the profile of Los Baños, Laguna radio listeners and their programming preferences for an environmental community radio program. Systematic sampling was used to select fifty respondents each from three Los Baños barangays. A self-administered questionnaire was used to gather data. All household members 18 years old and above were selected as respondents as long as they have been Los Baños residents for 5 years or more.

All ages and both sexes are well represented in the sample of survey respondents. Most of the respondents are Roman Catholics, married, well-educated and employed. The average household size is four members. More than one-third of the respondents belong to P 1,000-5,999 monthly income bracket.

Almost all of the respondents indicated the need for an environmental community radio program. Most of the respondents preferred that the program be presented through the news format, indicating that they preferred timely information on environmental issues and concerns. Many of the respondents wanted the program to be regular or aired during weekends. The 7-8 a.m. time slot is preferred so they can listen while preparing for work. A male and a female who are knowledgeable about the topic, jolly, fluent in Filipino, and have good voice qualities are preferred.

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Many of the respondents preferred to actively participate in the radio program through live coverages in the barangay, phone ins, and the sending of comments and suggestions. Many of the respondents suggested that the program be promoted through radio announcements, TV advertisements, and posters.

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CHAPTER 1 INTRODUCTION

Structure and Rationale of the Study

Radio is an indispensable communication tool that is very popular among rural and urban listeners (Cabading, 1997). It is considered as the most pervasive and influential mass medium in the country as it has the highest level of ownership. Apart from being informative, radio increases listeners’ awareness on various issues, concerns and developments within their immediate community or within society as a whole.

Community radio focuses on local issues. One such station is DZLB, owned and managed by the Department of Development Broadcasting and Telecommunication, College of Development Communication, University of the Philippines Los Baños. It first went on air on August 2, 1964. It is the oldest existing educational, non-commercial community radio station in the Philippines. But due to technical problems, the station went off the air on October 2003. Finally, after five years, DZLB continued its operations on October 2008.

DZLB has the following objectives: to serve as a linker-facilitator among various sectors of DZLB listeners and people and institutions concerned; to provide a venue for the ventilation of issues relevant to the needs and interests of its audience; to be utilized as an extension arm in popularizing science and technology research results form various institutions; and to serve as training center for students and practitioners of broadcasting.

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Being an educational medium, DZLB’s programs strive to instruct and motivate people. It aims not only to serve the community though broadcasting programs which empower and educate but also in assisting in training and molding future development broadcasters (DZLB Factbook, 1993). Also, it won the 1994 KBP (Kilusan ng mga Broadkaster ng Pilipinas) Golden Dove Award for best AM radio station.

One of DZLB’s former programs is the environmental program called “Ekolohiya Para sa Atin” aired every Thursdays, 10-11:00 am. In the listenership study of Cabrera (2004), the program obtained a rate of 14% in terms of program preferences by the DZLB listeners. The program aims to instill the value of environmental protection among its listeners.

To ensure that its programs are suitable to its intended audience, DZLB initiated several audience analysis surveys, each focusing on a specific subject matter. This study is one such research. The station gives much importance on such researches as the lack of attention given to listenership studies and audience analyses is one of the main causes why radio is not used properly (Cabading, 1997). Thus, the results of this study will be used in planning for a new community radio program that will focus on answering DZLB potential listeners’ environmental information needs. This research focused mainly on the characteristics and programming preferences of selected Los Baños residents.

Statement of the Problem

This study answered the question: What is the profile and programming preferences of Los Baños radio listeners for an environmental community radio program? Specifically, it addressed the following questions:

1. What is the demographic and socio-economic profile of Los Baños radio listeners?

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2. What environmental information do Los Baños radio listeners want to hear from an environmental community radio program? 3. What segments are appropriate for such a community radio program geared towards the Los Baños community? 4. What do the respondents prefer in terms of format, duration, length, frequency, day and time of airing of the program? 5. What characteristics do the radio listeners expect from such a program’s host(s)? 6. What techniques/mechanisms can be used to encourage program listenership and participation among the intended audience?

Objectives of the Study

The study ascertained the profile of Los Baños radio listeners and their programming preferences for an environmental community radio program. Specifically, it:

1. Described the demographic and socio-economic profile of the intended listeners of an environmental community radio program; 2. Identified environmental information that they wish to hear from the program; 3. Identified the appropriate segments for such a community radio program geared towards the Los Baños community ; 4. Determined the respondents preferences in terms of format, duration, length, frequency, day and time of airing of the program; 5. Determined the characteristics that the respondents expect from the proposed program’s host(s); and 6. Enumerated the techniques/mechanisms that can be used to encourage program listenership and participation among the intended audience.

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Significance of the Study

The existing DZLB audience analyses and listenership studies were conducted several years ago. Therefore, this research provides updated information that DZLB can use in conceptualizing a new community radio program on environmental issues that is suitable to Los Baños listeners’ needs.

Limitations of the Study

This study focused only on getting the respondents’ preferences for an environmental community radio program. Moreover, respondents were chosen based on their availability to answer the self-administered questionnaire. Lastly, this study focused only on the Los Baños community due to time constraint and limited financial resources. Out of its 14 barangays, only three (3) barangays with environmental problems and concerns (e.g. waste management, situated near the Laguna Lake, etc.) were selected.

Operational Definition of Terms

Demographic and socio-economic profile – characteristics of the intended radio listeners such as age, sex, civil status, religion, educational attainment, monthly household income, occupation and/or livelihood, and household size

Environmental information – any information or update regarding the current status of the environment such as pollution, climate change and global warming, waste management, deforestation, wildlife, and toxic and hazardous wastes. In this study, the potential program listeners were asked to choose the top five (5) specific environmental topics/themes that they would like to hear discussed in the proposed environmental radio program.

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Programming preferences – listeners’ inclination with regards to the different aspects of an environmental radio program, such as:

•

Format – refers to the type of presentation the program will use in imparting environmental information (i.e., news, drama, commentary, school-on-the-air or magazine program)

•

Program Duration – refers to the period by which the program should air over DZLB (i.e., 6 months, 1 year, etc.)

•

Length – refers to the length of each of the program’s broadcast

•

Frequency – refers to the number of times the program will be aired in a week

•

Day and time of airing – refers to the program’s airing schedule

•

Program host(s) – the specific traits (skills and competence) that the listeners expect of the person(s) who will facilitate the broadcast

•

Inserts – the segments which make up the program (i.e., news, interviews, skit, radio features, trivia, songs/music, plugs, forum, and phone-in)

Participatory techniques – possible mechanisms to enhance and encourage the involvement of program listeners in the environmental community radio program

Mechanism for Program Listenership – methods that can be used to promote listenership of the environmental radio program among the community members

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CHAPTER 2 REVIEW OF RELATED LITERATURE

Environmental Communication in the Philippines

The environment plays a significant role in the lives of humans. However, at these times, because of natural disasters and human interactions like technological advancements, continuous population growth, and others, the environment is now devastated. To answer this issue, the people must be well-informed and be involved.

Schramm (1964) said, “in order to take part in national development, people must be properly informed about social changes and issues happening around them. They must feel the need for such changes and become aware of how such changes can be brought about.”

According to a study done by Revilla (1992), the public’s awareness on environmental issues can be attributed to media’s environmental coverage and the people’s direct experience of the problems concerning the environment.

Environmental communication is the study and practice of how individuals, institutions, and societies shape, spread, receive, understand, and use environmental messages. Also, it deals on how humans interact with the environment. This includes a wide range of possible interactions, from interpersonal communication to virtual communities, participatory decision making, and environmental media coverage (wikipedia.org).

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In a chapter written by Patindol and Cardenas in the handbook of Flor and Gomez (1993), environmental communication is defined as a dynamic process of developing and enhancing relationships to attain economic growth in a clean and green environment. The public plays a vital function in this matter. Since the people have experiences and insights on solving and managing environmental issues, it is expected that they have participation in the process.

The Use of Mass Media in Environmental Communication

In the Philippines, according to Maturan (1997), people have already started recognizing environmental issues. With this, various radio and TV programs on environmental conservation were introduced to save the slowly diminishing nature.

The media generally promote and encourage people to protect and conserve the environment, while researches are working hard to find solutions that will help manage the problem (Asis, 1996). However, environmental issues are too complicated for the common people. That is why there is a need to simplify environmental concepts into messages that people can easily understand. The degree to which awareness regarding environmental issues could be cultivated would rely heavily on the manner in which it is communicated (Agapito, 1998).

In the study of Revilla (1992), he found out that the main source of information of the respondents is the mass media. Ninety-nine percent and 74 percent of the respondents rely on getting information from the television and radio, respectively. Also, the study showed that a significant relationship exists between the environmental awareness of the respondents and their source of information.

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Meanwhile, Ambrosio (1994), as cited by Lamigo (1997), studied the sources of information and awareness of agroforestry upland farmers. The studies’ results showed that the majority of the respondents prefer getting information from radio than other media sources. Also, the respondents said that they can hear environmental programs on the radio.

Community Radio Broadcasting

The evolution of radio broadcasting has been a phenomenon all over the world (Manual on Broadcasting, 1979). It plays important role in disseminating information and influencing the society. The use of broadcasting has been recognized as a powerful instrument in creating awareness (Nuyles, 1979).

According to Librero (1990), community radio broadcasting is the systematic use of radio for the purpose of facilitating consciously the development of the people within the geographical area with clearly defined psycho-physical boundaries. Community broadcasting goes beyond informing the people but serving the community (Allard, 1997). Also, it gives the audience access to the medium - making it a unique attribute of community broadcasting. This is done through bridging the gap between radio station planners and the target audience (Villareal, 2000).

To shorten the gap between the two key players – station planners and target audience – according to Librero (1975), community broadcasting has several characteristics. (1) It is purposive. Any radio program must have a well-defined purpose which should be reflected in its objectives and goals. (2) It is audience-oriented. The audience must be the basis of developing any program. Knowing the needs and interests of the audience will help in designing an interesting and successful program. Having the audience as the subject of a program helps in catching audience attention. (3) It is participatory. Participation of the audience in a program makes them feel that they are important and part of the program itself. It becomes more effective when there is feedback from the audience.

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(4) It is educational. To educate means not only informing the listeners but teaching them to identify and solve their problems. It is done through presenting information in simple and comprehensible manner.

Radio as a Tool for Community Communication

Radio, as a medium, is the most influential tool in community development. Gomez (1970) said, “Not only does radio possess the intrinsic characteristics of speed, extensiveness, portability and flexibility that give it a comparative advantage over the other mass media; it also performs with great efficiency the information, education and entertainment functions.”

Radio provides information and even creates the need for information (Jamison, 1978). All the information the listeners want can be aired all in one day in a community radio which they can tune into anytime they want. Radio availability and listenership is high in the community (Ancheta, 1994).

As Gomez (1970) stressed, “The people prefer to listen to their station, the station that gives them local news that concerns them, programs that help them with their problems, economic or otherwise, programs in which they or theirs participate. With local radio station there are so many chances in rendering so called “public services” that tie people to you, which is definitely impossible with big stations located in the capital of the country, for several million people.”

DZLB Listenership Studies

There are several listenership studies conducted for Radyo DZLB-AM. The first listenership study was conducted by Pabale, et al (1964) assessed the first three months of the station’s operation. Respondents were randomly selected from four barrios in Bay, Laguna.

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Results showed that out of 107 respondents, 71 (66.4%) were aware of the existence of DZLB. This is followed by another study done by Gomez, and et. Al (1973), where the results showed that out of 212 respondents from the 82 barrios is Laguna, 113 (55.3%) listened to DZLB.

In 1988, Escobin conducted a listenership study in Los Baños, Laguna. Her study aimed to find out the “extent of DZLB listenership and the reasons why it is being listened or not.” In the data gathering, Escobin randomly selected five barangays and used the accidental sampling technique. The results showed that 112 (93.3%) were aware of DZLB. However, 39 out of the 112 (34.8%) admitted that they do not listen to the station. Some of the reasons the respondents answered why they do not listen to the station are because they don’t have time, they prefer listening to FM stations and they do not know the station’s frequency. Moreover, some answered that they really do not listen or do not own radio sets.

Bautista in 1993 conducted another audience analysis. Out of 192 respondents, 184 (82%) were aware of DZLB and 107 (58%) were listeners of DZLB. Besides, Bautista’s study also showed that radio is still one of the most accessible mass communication tools.

De Castro (1996) study, meanwhile, showed that 140 (15.3%) out of 917 respondents listened to DZLB. It focused on the audience perception of DZLB. The results showed that for most of the respondents, DZLB was “distinct and unique in educating the people and serving Los Baños as well as informing and broadcasting beneficial programs.”

Paller’s (1997) study aimed to determine the percentage of the respondents who listen to DZLB. It also determined their socio-demographic characteristics, exposure to radio, awareness of the station and reasons for their listenership. Results showed that 87.2% were aware of the existence of DZLB but only 54.2% listen to the station. Some of the respondents’ answered they like listening to news about Laguna, the station’s programs are informative and related to their work, entertaining. Generally, the study showed that majority of the Los Baños community were conscious of the station’s existence. 20

In 2004, Cabrera made a study regarding the perception of the listeners about DZLBAM in terms of usefulness, understandability, credibility, and effectiveness. Results were taken from 65 randomly selected respondents from Los Baños, Laguna. The data showed that the respondents perceived DZLB AM as educational (82%), provides relevant information (97%) and gives timely information (95%). On the other hand, 59 favored that the DZLB announcers were credible and believable. Cabrera’s study also showed the importance of knowing the audience. The involvement of the audience was stressed out in the study as a way of determining the relevance and effectiveness of media programs.

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THEORETICAL FRAMEWORK OF THE STUDY

In communication, knowing the audience is essential. Conducting an audience analysis is very important to ensure a communication program’s success. This research was guided by the “Pragmatic Model of Audience Choice”. The model was influenced by the work of Webster and Wakshlag (1983), who wanted to explain the choice of television viewers. Figure 1 shows the framework of the Pragmatic Model of Audience Choice.

AUDIENCE SIDE PERSON (1) Social Cultural Background (2) Media-related needs (4) Availability (3) Tastes and preferences (5) Awareness of Choice

General content preference set

Specific content choice

plus (6)

Context

MEDIA USE

(E) Timing / Presentation (B) Structure of Provision (D) Publicity

(C) Available Options

(A) MEDIA SYSTEM MEDIA SIDE Figure 1. The Pragmatic Model of Audience Choice

The “Pragmatic Model of Audience Choice” illustrates the audience’s general choicemaking process. The model has two sides, the Audience side and the Media side.

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The Audience side considers the audience tastes and preferences, what motivates individuals to join audiences and the balance of forces that maintains them (McQuail, 1997). Thus, there are several factors in the audience side that should be considered according to their order and distance from the moment of choice or attention (media use): (1) sociocultural background, (2) media-related needs, (3) personal tastes and preferences, (4) availability, (5) awareness and (6) context. Most distant is the social and cultural background and set of tastes and preferences. This implies that these factors have great and strong effects on our choices. On the other hand, media use is largely shaped by certain relatively constant elements of social structure and media structure (McQuail, 1997). The media side consists of media system, structure and media provision, available content options, media publicity and time and presentation. These elements are the characteristics of any type of mass media.

The general content preference set and specific content choice are shaped through the combination of the audience’s perception and evaluation of their preferences. It is a hypothetical construct which reflects the tastes of the intended audience for a certain program.

ANALYTICAL FRAMEWORK OF THE STUDY

The Pragmatic Model of Audience Choice was used to identify the characteristics of a possible environmental community radio program for DZLB-AM. The theory shows that the audience factors and media elements have a relationship with each other, but this study only focused on describing the characteristics of DZLB’s intended audience. It answered the main problem of the research: What is the profile and programming preferences of the Los Baños radio listeners for an environmental community radio program?

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With this model, the type of environmental information that the audience wish to receive was based on their own choices and interests. The demographics and socio-economic characteristics together with the listenership and participatory mechanisms helped in shaping the entire environmental program.

In this study, the variables of the model on the audience side were modified as input factors. The demographic and socio-economic characteristics of the respondents were identified to determine their socio-cultural background. Their preferred environmental information was identified to find out their media-related needs with regards to the proposed environmental program. Their personal tastes and preferences were defined by determining their programming preferences. Their availability was identified by determining their preferences in terms of the program’s duration, length, day and time of airing and frequency.

Since this study is an audience analysis, the media side will not be included. The gathered data will be interpreted and will be used to recommend the possible characteristics of an environmental community radio program for DZLB.

INPUT Demographic and Socioeconomic Profile Programming Preferences Mechanism for program listenership

OUTPUT

Characteristics of a DZLB environmental radio program

Participatory techniques Figure 2. Analytical Framework of the Study

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CHAPTER 3 METHODOLOGY

Research Design

A one-shot survey design was used to gather the information needed for designing an environmental community radio program for DZLB. Survey was used because it is appropriate when the main aim of the study is to picture out people’s awareness, knowledge, attitude and/or behavior towards a certain phenomena (Mercado, 1994).

Locale of the Study

Due to time and financial constraints of the researcher, the study focused on Los Baños. Los Baños, being DZLB’s hometown, is a first class municipality in the province of Laguna, Philippines. Of the 14 barangays in Los Baños, three barangays with environmental problems and concerns were selected. The three barangays that fit the criteria set by the researcher are Anos, Bayog and Timugan. Each barangay has their own environmental concerns. Flooding caused by improper waste management was the main environmental concern in Anos. Bayog, on the other hand, is situated near the Laguna de Bay. Lastly – since Los Baños maintains a dumpsite for its waste management program – Timugan, were the dumpsite is situated was also chosen.

Respondents and Sampling Design

Systematic sampling was employed to select the study’s respondents from Anos, Bayog and Timugan. The criteria used in choosing the respondents are as follows: 25

•

They had to be aged 18 or above; and

•

They have been Los Baños residents for at least five years.

The researcher started getting respondents from the first household on the right side of the barangay hall, continuing on every other household going to the right. The researcher moved to the next household if the target household does not have respondents. On dead ends, the researcher crossed the street and continued on the first house on the right side of that street.

Before the actual data gathering, the researcher requested for a list of barangay households from the municipality. According to the BIMS 2006 from the Municipal Planning and Development Office (MPDO), Anos has a total of 1588 households, Timugan with 853 households and Bayog with 1747 households. Fifty respondents per barangay were selected using the sampling per household method.

Data Collection and Research Instrument

Data were gathered using the survey method. A self administered questionnaire written in Filipino was used to gather the desired information for the study. It is divided into four parts.

The first part is about information needs and preferences for an environmental community radio program which includes the possible environmental topics and characteristics of the program in terms of segments, format, duration, length, day and time of airing, host(s) characteristics and segments. However, those who answered that there is no need for an environmental program will not answer parts two and three were asked to proceed to part four of the questionnaire. The second part gathered suggestions on listenership and participatory techniques. 26

The third part is about radio ownership and awareness of DZLB. The last part is about the demographic and socio-economic characteristics of the respondents particularly on age, sex, religion, civil status, household income, occupation and/or livelihood, and household size.

Questionnaires were pre-tested with 20 respondents from Brgy. Batong Malake from July 22 to July 23, 2008. Pre-testing was done to ensure the comprehensibility of the instrument. Brgy. Batong Malake was chosen because the characteristics of its residents are similar with the intended respondents.

Filipinos are known for the tradition of having “siyesta” in the afternoon. Thus, questionnaire distribution and collection were done only in the morning. Questionnaires were given to household members with ages 18 and above and were collected before 12 noon. Availability of a respondent in a household during the scheduled data gathering was considered. If there was no respondent in a household, the researcher moved to the next household. Two questionnaires were misplaced by two of the respondents so it was immediately replaced by the researcher. Weekdays of the first three weeks of August served as the actual data gathering period.

Data Analysis

Data analysis was done using descriptive statistics – frequency counts, averages and percentages. Tables and graphs are used to present and summarize the results.

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CHAPTER 4 RESULTS AND DISCUSSION

Demographic and Socio-Economic Characteristics

Age

All ages are well represented in this sample of survey respondents as they are mostly well-distributed among all the different age categories (Figure 1). However, many of the respondents (37%) are middle-aged (46-60 years old).

Figure 1. Respondents’ distribution according to age

Sex

Likewise, there is a relatively even distribution between males (47%) and females (53%) (Figure 2). 28

Figure 2. Respondents’ distribution according to sex

Civil Status

Most of the respondents (62%) are married while twenty-five percent (25%) are single (Figure 3). Only seven percent (7%) are separated and six percent (6%) are widowed.

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Figure 3. Respondents’ distribution according to civil status Religion

More than three-fourths of the respondents are Roman Catholics (76%) (Figure 4). The rest are distributed among other denominations: Born Again (9%), Christians (7%), Iglesia ni Cristo (3%), Seventh Day Adventist (3%), Jehovah’s Witness (2%) and Pentecostal (1%).

Figure 4. Respondents’ distribution according to religion

Educational Attainment

The respondents are mostly well-educated (Figure 5). They were mostly college graduates (29%), college undergraduates (25%), or high school graduates (19%).

30

Figure 5. Respondents’ distribution according to age educational attainment

Source of Income

Most of the respondents (72%) are employed (Figure 6). Many of those employed are business owners (24%), private employees (15%), and public employees (12%) (Figure 7). The rest are mostly blue-collar workers, such as tailors (4%) and agricultural workers (4%), consisting of farmers and fishermen. Those unemployed (28%) are mostly retired (9%) or are still students (8%) (Figure 8).

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Figure 6. Respondents’ distribution according to employment

Figure 7. Respondents’ distribution according to occupation

32

Figure 8. Distribution of unemployed respondents

Monthly Household Income

Majority of the respondents (36%) were part of the P 1,000-5,999 bracket followed by the respondents belonging to P 6,000-10,999 bracket (23%) (Figure 9). These figures can be attributed to Figure 7 were most of the employed respondents have their own business, mostly sari-sari stores.

33

Figure 9. Respondents’ distribution according to monthly household income

Household Size

The average household size was at least four members per family (59%) (Figure 10). This shows that most of the respondents belong to big families.

Figure 10. Respondents’ distribution according to household size 34

Environmental Information Needs and Programming Preferences

Environmental Information Need

Almost all of the respondents (99%) answered that there is a need for an environmental program on radio (Table 9). According to them, this type of radio program will increase their awareness about recent issues on the environment and provide them with updates on local environmental developments in their barangay.

However, the remaining one percent (1%) answered that there is no need for an environmental radio program because according to them, there are other more important issues that the government should give attention to.

Respondents’ Preferred Environmental Topics

Almost three-fourths of the respondents preferred to hear about the following environmental topics: waste management (72%), pollution (70%), and maintenance of cleanliness (67%) (Figure 11). More or less one third of the respondents wanted the following topics to be discussed on an environmental community radio program: forest conservation (45%), climate change and global warming (39%). The findings show that most of their choices are based on current and local environmental issues.

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Note: Multiple responses. Percentage based on N=150

Figure 11. Respondents’ environmental topic preference

The respondents wished to hear about waste management (30%) in the proposed program’s initial broadcasts (Table 1). According to them, it should be given utmost attention since it is the first and foremost problem of the people. Also, some are still unaware of the municipality’s waste management program. However, they emphasized that all the topics enumerated in the questionnaire are important and are interrelated with each other.

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Table 1. Respondents’ environmental topic prioritization Frequency Percentage Topic 45 Waste Management 30 29 Pollution 19 24 Cleanliness 16 16 Climate Change And Global Warming 11 9 Environmental Laws 6 7 Toxic and Hazardous Wastes 5 5 Local Environmental Issues 3 5 National Environmental Issues 3 3 Forest Conservation 2 3 Marine Resource Conservation 2 1 International Environmental Issues 1 1 (others) National Laws 1 0 Flooding 0 0 Wildlife Protection 0 0 Burning Of Garbage 0 148 100 Total

Preferred Program Segments

Many of the respondents wanted to hear the above topics through expert interviews (61%) (Figure 12). Almost half (49%) also preferred man-in-the-street interviews. This partiality to interviews indicates that they wish to learn about environmental issues by hearing information from credible sources.

Segment treatments preferred by a significant number of the respondents also include feature stories about environmental organizations (39%) and successful environmentalists (32%). Thirty-one percent (31%) wanted to have a forum in the program. Again, this shows that they are partial to hearing about environmental issues from those who are directly involved in such issues.

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Trivia (29%) were also a preferred segment.

Note: Multiple responses. Percentage based on N=150

Figure 12. Respondents’ program segment preference

Preferred Program Format

Most of the respondents preferred the news format (57%), indicating that they prefer timely information on environmental issues and concerns (Figure 13). Almost one-fourth also prefer the commentary format (23%). This further indicates that they prefer that the environmental issues be discussed in an in-depth manner. This corresponds with their preference for interviews as this treatment involves elaboration and clarification of the featured topic.

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Figure 13. Respondents’ program format preference

Program Duration

Thirty-four percent (34%) of the respondents wanted the program to be regular (Figure 14). However, twenty-five percent (25%) wanted the program to air for only six months and another twenty-five (25%) wanted it to be for one year.

Figure 14. Respondents’ program duration preference 39

Program Length

The respondents preferred that the program air for either one-hour (41%) or thirtyminutes (39%) per broadcast (Figure 15).

Figure 15. Respondents’ program length preference

Frequency and Day of Program Airing

Almost half (47%) of the respondents want the proposed environmental community radio program to broadcast everyday (Figure 16). Many (37%) prefer it to air only once a week, Saturday being the most preferred day for it to be broadcast with Sunday being the second most preferred day of airing (Table 17). The weekend was also preferred by those who wish to hear the program twice a week. Very few (5%) prefer to hear it thrice a week.

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Figure 16. Respondents’ preference regarding frequency and day of airing

Time of Airing

Almost half (48%) prefer that the program be aired during the morning (Figure 17), with 7-8 a.m. being the preferred time slot (Figure 18). They reasoned that it is the best time for radio listening since they can do it while preparing for work and their minds are still fresh. For those who preferred it to be broadcast during the afternoon, the 1-2 or 2-3 timeslot are indicated as the most preferred slots (Figure 19). Evening listeners prefer the 7-8 timeslot the most (Figure 20).

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Figure 17. Respondents’ preference regarding time of airing

Figure 18. Respondents’ preferred morning time slots

42

Figure 19. Respondents’ preferred afternoon time slots

Figure 20. Respondents’ preferred evening time slots

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Program Host(s) and Characteristics

Most of the respondents (83%) wanted a pair of male and female hosts for variation of opinions and a balanced representation of both genders (Figure 21). Only five percent (5%) chose a male host, which for them represents authority and clarity of opinion.

Figure 21. Respondents’ choice for program host(s)

Meanwhile, the respondents wanted a program host who is knowledgeable about the topic (87%) (Table 2). Thirty-five percent (35%) of the respondents wanted a jolly host while 29% gave importance to voice quality. More than a quarter (27%) wanted a host who is fluent in Filipino. Only nineteen percent (19%) wanted a serious host.

Table 2. Respondents’ Choice for host’s characteristics Host characteristics Frequency Count Percentage Knowledgeable 131 87 Jolly 52 35 Good voice quality 43 29 Fluent in Filipino 41 27 Serious 29 19 Total 148 100 Note: Multiple responses. Percentage based on N=150

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Suggested Participatory Techniques

Many of the respondents preferred to participate in the radio program through live coverages in the barangay (45%), phone ins (41%), and the sending of comments and suggestions (39%) (Figure 22). These results show that the respondents prefer active participation during the program.

However, these results do not correspond with the previous results shown on preferred program segments. Very few respondents prefer phone in (18%) and town visit (1%) segments (Figure 12).

Note: Multiple responses. Percentage based on N=150

Figure 22. Respondents’ suggested listener participation techniques

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Suggested Program Listenership Techniques

Many of the respondents suggested that the program be promoted through radio announcements (56%), TV advertisements (51%), and posters (45%) (Figure 23). The results show that the respondents have access to the tri-media.

Note: Multiple responses. Percentage based on N=150

Figure 23. Respondents’ suggested program promotion techniques

Radio Ownership and DZLB Awareness

Radio Ownership and Listening

Majority (89%) of the respondents own a radio (Figure 24). Eleven percent (11%) do not own radio sets.

46

Among those who own a radio set, more than half (52%) regularly listen to it. They find it to be an interesting, informative pastime. Meanwhile, forty-four percent (44%) seldom listen to their radio and four percent (4%) do not listen at all because of their busy schedule and because they prefer to watch television.

Listen regularly – 52% Seldom listen – 44% Do not listen – 4%

Figure 24. Radio ownership and listenership

DZLB Awareness

Most of the respondents (69%) know about DZLB, most of whom (72%) have listened to its programs (Figure 25). Meanwhile, in those who are not aware of the station (31%) are mostly (89%) willing to listen to its new programs while only a few (11%) are not interested in listening because of their busy schedule and because they prefer listening to other AM and FM stations.

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Willingness to listen - 89% Not interested to listen - 11%

Listened to DZLB program - 72% Have never listened to the station - 28%

Figure 25. DZLB awareness

Source of Information about DZLB

The respondents learned about DZLB’s revival mostly through interpersonal sources (40%) or by tuning in to the radio and coming upon the station (38%) (Figure 23). The rest simply reported that they found out because they are students or employees of UPLB or because they are residents of Los Baños (21%).

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Figure 26. Source of information about DZLB

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CHAPTER 5 SUMMARY, CONCLUSION AND RECOMMENDATION

Summary

The study determined the profile and programming preferences of the Los Baños, Laguna radio listeners for an environmental community radio program. Specifically, it: 1) described the demographic and socio-economic profile of the intended listeners of an environmental community radio program; 2) identified environmental information that they wish to hear from the program; 3) identified the appropriate segments for such a community radio program geared towards the Los Baños community; 4) determined the respondents preferences in terms of format, duration, length, frequency, day and time of airing of the program; 5) determined the characteristics that the respondents expect from the proposed program’s host(s); and 6) enumerated the techniques/mechanisms that can be used to encourage program listenership and participation among the intended audience.

Fifty respondents each from barangays Anos, Bayog and Timugan were selected. Households were chosen through systematic sampling. All household members 18 years old and above were selected as respondents as long as they have been Los Baños residents for 5 years or more. Data was gathered through a self-administered questionnaire. Also, the availability of the respondents to answer the questionnaire during the data gathering period was considered.

Demographics and Socio-Economic Characteristics

All ages are well represented in this sample of survey respondents as they are mostly well-distributed among all the different age categories. Likewise, there is a relatively even distribution between males (47%) and females (53%). 50

Most of the respondents (62%) are married. More than three-fourths of the respondents are Roman Catholics (76%). The respondents are mostly well-educated with the majority being college graduates (29%), college undergraduates (25%), or high school graduates (19%). Most of the respondents are employed. Many of them are business owners (24%), private employees (15%), and public employees (12%). The average household size is four members (59%). Lastly, the average monthly household income of the respondents was P 1,000-5,999 (36%).

Environmental Information Needs and Programming Preferences

Almost all of the respondents (99%) indicated the need for an environmental community radio program. They want to hear about the following environmental topics: waste management (72%), pollution (70%), and maintenance of cleanliness (67%), forest conservation (45%), and climate change and global warming (39%).

Many of the respondents wanted to hear the above topics through expert interviews (61%) and man-in-the-street interviews (49%). This partiality to interviews indicates that they wish to learn about environmental issues by hearing information from credible sources. Radio features, a forum and trivia segments were also preferred by many. Most of the respondents preferred that the program be presented through the news format (57%), indicating that they preferred timely information on environmental issues and concerns.

Many (34%) of the respondents wanted the program to be regular. The respondents preferred that the program air for either one-hour (41%) or thirty-minutes (39%) per broadcast.

Almost half (47%) of the respondents wanted the proposed environmental community radio program to broadcast everyday although many (37%) preferred it to air only once a week, Saturday being the day most preferred it to broadcast. Almost half (48%) preferred

51

that the program be aired during the morning, with 7-8 a.m. being the preferred time slot so they can listen while preparing for work.

Most of the respondents (83%) wanted a pair of male and female hosts for a balanced representation of both genders. The respondents wanted a program host who is knowledgeable about the topic (87%), jolly (35%), fluent in Filipino (27%), with a good voice quality (29%).

Many of the respondents preferred to actively participate in the radio program through live coverages in the barangay (45%), phone ins (41%), and the sending of comments and suggestions (39%). Many of the respondents suggested that the program be promoted through radio announcements (56%), TV advertisements (51%), and posters (45%).

Radio Ownership and DZLB Awareness

Eighty-nine percent (89%) of the respondents own radio, in which more than half (52%) regularly listen to radio. They find it an interesting and informative pastime. Those who seldom listen to the radio (44%) and do not listen at all (4%) reasoned their busy schedule and that they prefer watching television.

Most of the respondents (69%) are aware of DZLB and seventy-two percent (72%) of those who are aware have listened to its programs. They discovered DZLB through interpersonal sources (40%) and through radio (38%).

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Conclusion

1. All ages and both sexes are well represented in the sample of survey respondents. Most of the respondents are Roman Catholics, married, well-educated and employed. More than one-third of the respondents belong to P 1,000-5,999 monthly income bracket. The average household size is four members. 2. There is a need for a community radio program about the environment. The respondents wanted a program that will give them knowledge regarding current environmental issues in their community. 3. The respondents wanted a program consists of different segments that will make the program interesting to the audience. Moreover, they prefer to hear environmental information from credible sources who are directly involved in the issues. 4. They prefer broadcast topics that are timely, informative, and discussed in an in-depth manner. Also, the respondents wanted that the program be aired in a morning timeslot that does not conflict with their work. 5. The respondents preferred credible and lively experts to host the program. 6. They prefer active participation in the program. However, their program segment preferences show otherwise. Moreover, the respondents have access to various types of media that can be used to promote the program.

Recommendations

Based from the results of the study, the following are recommended for an environmental community radio program:
DZLB should collaborate with institutions like the Department of Environment and Natural Resources (DENR), School of Environmental Science and Management (SESAM), Environment Research and Development Bureau (ERDB) and others to gather experts that will be helpful in providing credible information.
The program should have a forum where environmentalists and experts can be invited and listeners can phone in or send their questions, comments and suggestions.

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Man-in-the street (MIS) interviews and trivias can be interspersed within the program to lighten up the discussion. Moreover, a segment featuring successful stories and environmental organizations should also be included in the program clock.
The program should be aired from 7 to 8 in the morning either regularly, from Mondays to Sundays, or once a week, during Saturdays, if sustainability is an issue.
A combination of news and commentary formats can be designed to fit the audiences’ preferences. Since it will be a regular program, the topics can be subdivided into specific topics.
The hosts should be a pair of male and female. Since the audience want credible sources knowledgeable in the field, they can be experts in environmental science or from an environmental institution (e.g. DENR secretary).
Since more than three-fourths are still not aware of the DZLB’s existence, extensive promotion should be done. DZLB must utilize different types of media in promoting the station’s programs. Although most of those who are unaware are willing to listen, capturing and keeping their interest is still a challenge. Thus, the strategies should be creative and appealing. It can be in a form of jingle played as a radio announcement, a short video advertisement or posters placed in public places.

The following are recommended for further study:
Respondents were chosen from only three Los Baños barangays because of financial and time constraints. It is recommended that a similar study be done to the other eleven (11) barangays to fully represent the Los Baños residents.
It is also recommended that other areas of Laguna be surveyed regarding their programming preferences for an environmental community radio program.

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BIBLIOGRAPHY ______. (1993) DZLB Factbook, Agapito, C. C. (1998). Trends in environmental reporting in three selected national dailies (October 1995-December 1997). Unpublished undergraduate thesis, College of Development Communication, UPLB. Allard, M. (1997). On the air… the development community radio in Maslog, C. et al. Communication for people power: an introduction to community communication.UNESCO. Tambuli project. University of the Philippines Diliman. Ancheta, M. R. (1994). DZLB AM as a community radio for UPLB community: a feasibility study. Unpublished undergraduate thesis, Institute of Development Communication, UPLB. Asis, L. E. (1996). Environmental awareness, attitudes, practices and sources of environmental information in Sta. Cruz, Laguna. Unpublished undergraduate thesis, Institute of Development Communication, UPLB. Bautista, L. M. (1993). DZLB listenership and audience profile. Unpublished undergraduate thesis, College of Development Communication, UPLB. Buado, E. (2004). Radyo Kalikasan on its 15th year. Retrieved March 26, 2008 from the World Wide Web: http://www.freewebs.com/jkre48/esiweb/Article.Htm. Cabading, A. C. (1997). Radio listenership patterns and program preferences of urban and rural communities in Laguna. Unpublished undergraduate thesis, Institute of Development Communication, UPLB. Cabrera, B. J. E. (2004). Los Baños residents’ perception of DZLB AM. Unpublished undergraduate thesis, College of Development Communication, UPLB. Cardenas, M.L. & Patindol, S.L. (1993). The practitioner in the private sector. In A.G. Flor & E.D. Gomez. Environmental communication: considerations in curriculum and delivery systems development. (pp. 22) UPLB. Centeno, L. L. (2006). Environmental content analysis of selected provincial radio stations in Quezon province. Unpublished undergraduate thesis, College of Development Communication, UPLB. Community Broadcasting Staff. (1979). A manual on radio broadcasting. Department of Development Communication. UPLB.

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De Castro, G. V. (1996). Listenership study of Radio DZLB AM in Los Baños, Laguna. Unpublished undergraduate thesis, Institute of Development Communication, UPLB. De Jesus, J. M. (2000). Environmental consciousness and involvement in environmental activities of catholic priests. Unpublished undergraduate thesis, College of Development Communication, UPLB. Dela Cruz, R. (5 Sept.2007). Pollution costs Filipinos P 14B a year. Retrieved March 26, 2008 from the World Wide Web: http://www.manilastandardtoday.com/?page=politics1 Escobin, P. (1988). Listenership of radio station DZLB in Los Baños. Unpublished undergraduate thesis, Institute of Development Communication, UPLB. Florida Environment.Com. Unique partnership creates radio feature focused on the Florida environment. Retrieved September 2, 2008 from the World Wide Web: http://www.floridaenvironment.com/ Garolfoli, J. (2007). Environmental radio show hopes to flourish. Retrieved February 17, 2008 from the World Wide Web: http://sfgate.com/cgibin/article.cgi?f=/c/a/2007/05/12/DDG0SPPFQ51.DTL Gomez, E. D. (1970). Using local radio station in community development. Readings in development communication. Edited by Juan F. Jamias. UPLB. Gomez, E.D. et al (1973). A survey of the listenership of DZLB. UPLB. College, Laguna. Haribon Foundation. The world’s most rapid and massive deforestation. Retrieved March 26, 2008 from the World Wide Web: http://www.haribon.org.ph/index.php?q=node/view/126 Hart, John. Microsoft® Student 2008 [DVD]. Redmond, WA: Microsoft Corporation, 2007 Illinois environmental protection agency. Monthly public radio programs. Retrieved February 17, 2008 from the World Wide Web: http://www.epa.state.il.us/radio-programs/ illinois environmental protection agency Lamigo, E. (1997). Perceived information needs of environmental issues of students from a private and public high school in Los Baños. Unpublished undergraduate thesis, College of Development Communication, UPLB. Librero, F. (1975). Development broadcasting: an experimental model based on a Philippine experience. Indiana University. Jamison, D. T. & McAnany, M. G. (1978). Radio for education and development. SAGE 56

publications. London. Maturan, A. P. (1997). Level of environmental awareness and information sources of the aetas of Pastolan Village, Hermosa, Bataan. Unpublished undergraduate thesis, College of Development Communication, UPLB. McQuail, D. (1997). Audience Analysis. California: Sage Publication Inc. New environmental radio program. Retrieved March 26, 2008 from the World Wide Web: http://weblogs.baltimoresun.com/news/local/bay_environment/blog/2007/11/ new_environmental_radio_progra.html Nuyles, C. P. (1979). Listening habits and program preferences of Radio DZLB listeners in three selected barrios of Laguna. Unpublished undergraduate thesis, Department of Development Communication, UPLB. Pabale, M.E. et al (1964). DZLB listenership study after three months of operation. UPLB. College Laguna. Paller, J. (1997). DZLB AM listenership in Los Baños, Laguna. Unpublished undergraduate thesis, College of Development Communication, UPLB. Republic Act 6969. Retrieved February 17, 2008 from the World Wide Web: http://www.pctc.gov.ph/initiatv/RepAct6969.htm. Republic Act 9147. Retrieved March 26, 2008 from the World Wide Web: http://www.pcsd.ph/Related%20Laws/republic_acts/ra9147.htm. Revilla, R. (1992). Public awareness on environmental issues and their sources of environmental information. Unpublished undergraduate thesis, Institute of Development Communication, UPLB. Tolba, M. K., El Kholy, O. A. et al. (1992). The world environment 1972-1992: two decades of challenge. London: Chapman and Hall. United Nations. International Action on Toxic Chemicals and Hazardous Wastes. Retrieved February 13, 2008 from the World Wide Web: http://www.un.org/ecosocdev/geninfo/sustdev/toxic.htm. Villareal, R. P. (2000). Participatory broadcasting: a case study of DZEQ-Radyo ng Baguio. Unpublished undergraduate thesis, College of Development Communication, UPLB. Wikipedia. Environmental communication. Retrieved February 13, 2008 from the World Wide Web: http://en.wikipedia.org/wiki/Environmental_communication.

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APPENDICES

58

APPENDIX A

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Tables

Demographic and Socio-Economic Characteristics

Table 3. Respondents’ distribution according to age Age brackets Frequency Percentage 18-20 15 10 21-25 13 9 26-30 13 9 31-35 11 7 36-40 15 10 41-45 10 7 46-50 20 13 51-55 20 13 56-60 16 11 61-65 9 6 TOTAL 150 100

Table 4. Respondents’ distribution according to sex Gender Frequency Percentage Female 79 53 Male 71 47 TOTAL 150 100

Table 5. Respondents’ distribution according to civil status Civil status Frequency Percentage Married 93 62 Single 38 25 Separated 10 7 Widowed 9 6 TOTAL 150 100

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Table 6. Respondents’ distribution according to religion

Religion Frequency Percentage Roman Catholic 114 76 Born Again 13 9 Christian 10 7 Iglesia ni Cristo 4 3 5 3 7th Day Adventist Jehova's Witness 3 2 Pentecostal 1 1 TOTAL 150 100

Table 7. Respondents’ distribution according to age educational attainment

Educational Attainment Frequency Percentage Elementary Undergraduate 1 1 Elementary Graduate 11 7 High School Undergraduate 12 8 High School Graduate 28 19 College Undergraduate 37 25 College Graduate 44 29 Vocational 9 6 Masteral 4 3 Doctorate 3 2 With law degree 1 1 TOTAL 150 100

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Table 8. Respondents’ distribution according to source of income

Occupation/ Livelihood

Frequency

Percentage

108

72

Business owner

36

24

Private employee

22

15

Public employee

18

12

Tailor

6

4

Agricultural workers

6

4

Driver

5

3

Self-employed

4

3

Vendor

4

3

Housekeeper

2

1

Construction worker

2

1

Architect

1

1

Technician

1

1

Welder

1

1

42

28

Retired

14

9

Students

12

8

Housewives

9

6

Job seekers

7

5

150

100

Employed

Unemployed

TOTAL

62

Table 9. Respondents’ distribution according to monthly household income

Income Bracket Frequency Percentage P 1,000-5,999 54 36 P 6,000-10,999 34 23 P 999 23 15 P 6,000 and above 20 13 P 11,000-5,999 19 13 TOTAL 150 100

Table 10. Respondents’ distribution according to household size

Number of Household members Frequency Percentage (except respondent) 4 and above 88 59 2 21 14 3 18 12 1 16 11 0 7 5 TOTAL 150 100

Environmental Information Needs and Programming Preferences

Table 11. Environmental information need

Answer

Frequency

Percentage

Yes

148

99

No

2

1

150

100

TOTAL

63

Table 12. Respondents’ environmental topic preference

Environmental topics Frequency Percentage Waste management 108 72 Pollution 105 70 Cleanliness 101 67 Forest conservation 68 45 Climate change and global warming 58 39 Local environmental laws 55 37 Marine resource conservation 52 35 toxic and hazardous wastes 33 22 Local environmental issues 32 21 Flooding 30 20 Effect of garbage burning 28 19 Wildlife protection 27 18 National environmental issues 20 13 International environmental issues 10 7 (others)National laws Laguna Lake TOTAL

1 1 148

1 1 100

Table 13. Respondents’ program segment preference

Program segment Frequency Percentage Expert interview 92 61 MIS 74 49 Stories of environmental organizations 59 39 Stories of success 48 32 Forum 46 31 Trivia 44 29 Phone in 27 18 Plugs 23 15 Skit 15 10 Music 14 9 (others) mayor's segment 1 1 town visit 1 1 TOTAL 148 100

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Table 14. Respondents’ program format preference

Program format Frequency Percentage News 86 57 Commentary 34 23 Magazine Program 12 8 SOA 11 7 Drama 5 3 TOTAL 148 100

Table 15. Respondents’ program duration preference Program length Frequency Percentage Regular programming 51 34 6 months 38 25 1 year 37 25 1 1/2 year 22 15 TOTAL 148 100

Table 16. Respondents’ program length preference

Program duration Frequency Percentage 1 hour program 62 41 30 minute-program 59 39 15 minute-program 19 13 45 minute-program 8 5 TOTAL 148 100

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Table 17. Respondents’ preference regarding frequency and day of airing

Frequency and day of program airing Everyday (Monday-Sunday) Once a week Saturday Sunday Friday Tuesday Monday Wednesday Thursday Twice a week Saturday and Sunday Tuesday and Thursday Monday and Friday Wednesday and Friday Monday and Wednesday Thrice a week Monday, Wednesday, Friday Sunday, Tuesday, Friday Tuesday, Thursday, Saturday Sunday, Wednesday, Friday Monday, Thursday, Saturday Monday, Wednesday, Saturday Sunday, Tuesday, Thursday TOTAL

Frequency

Percentage

70 55 29 19 3 2 1 1 0 15 11 2 1 1 0 8 6 2 0 0 0 0 0 148

47 37 20 13 2 1 1 1 0 10 5 1 1 1 0 5 4 1 0 0 0 0 0 100

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Table 18. Respondents’ preference regarding time of airing

Time of airing Morning (48%) 6-7 7-8 8-9 9-10 10-11 11-12 Afternoon (22%) 12-1 1-2 2-3 3-4 4-5 5-6 Evening (20%) 6-7 7-8 8-9 9-10 TOTAL

Frequency 72 4 33 12 10 8 5 36 5 9 8 4 7 3 40 9 15 8 8 148

Percentage 49 3 22 8 7 5 3 24 3 6 5 3 5 2 27 6 10 5 5 100

Table 19. Respondents’ choice for program host(s)

Gender and number of host(s) Frequency Percentage 1 Male and 1 Female 124 83 1 Male 8 5 1 Female 5 3 1 Male and 2 Females 5 3 2 Males and 1 Female 2 1 3 Females 2 1 2 Males 1 1 2 Males and 2 Females 1 1 2 Females 0 0 3 Males 0 0 TOTAL 148 100

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Table 20. Respondents’ suggested listener participation techniques

Participatory techniques Frequency Percentage Live coverage in barangay 67 45 Phone-in 61 41 Comments and suggestions 59 39 Guesting in the program 25 17 Greetings sent in drop-box 22 15 Texting 3 2 Youth activities 1 1 E-mails 1 1 TOTAL 148 100

Table 21. Respondents’ suggested program promotion techniques

Program listenership techniques Frequency Percentage Radio announcements 84 56 TV advertisements 76 51 Posters 68 45 House-to-house 38 25 Giving of leaflets and fliers 32 21 Announcements in every brgy using megaphone 21 14 Features a brgy 1 1 word of mouth 1 1 TOTAL 148 100

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Radio Ownership and DZLB Awareness

Table 22. Radio ownership and listening

Answer Yes Listen regularly Seldom Do not listen No TOTAL

Frequency 148 69 59 5 2 150

Percentage 89 52 44 4 11 100

Table 23. DZLB awareness

DZLB Awareness and Listening Frequency Percentage Awareness of DZLB Aware of DZLB 104 69 Not aware of DZLB 46 31 DZLB Listenership Listened to DZLB programs 75 72 Have never listened to the station 29 28 Willingness to listen to DZLB Willing 41 89 Not interested 5 11

Table 24. Source of information about DZLB

Source Of Information

Frequency Percentage

Interpersonal sources

42

40

Through radio As a UPLB constituent/Los Baños resident

40 22

38 21

TOTAL

104

67

69

APPENDIX B

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COLLEGE OF DEVELOPMENT COMMUNICATION UNIVERSITY of the PHILIPPINES LOS BAÑOS College, Laguna 4031, Philippines Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356 Fax: (63) (049) 536–2429Email: [email protected] or [email protected] URL: http://www.devcom.edu.ph

Agosto

, 2008

_________________________ _________________________ _________________________

Para sa Kinauukulan: Magandang araw po! Ako po si Mary Grace B. Arroyo, isang mag-aaral ng BS Development Communication sa Unibersidad ng Pilipinas Los Baños. Kasalukuyan po akong gumagawa ng isang pag-aaral na naglalayong tukuyin ang mga kagustuhan ng mga tagapakinig sa radio pagdating sa isang programang tumatalakay tungkol sa mga isyung pangkapaligiran. Ang mga makakalap na impormasyon ay maaring magamit upang makabuo ng isang programang pangkalikasan sa Radyo DZLB 1116 Khz Ang Tinig ng Kaunlaran na pinamamahalaan ng College of Development Communication. Kaugnay po nito, isa po kayo sa mga napili sa inyong barangay na maging bahagi ng pananaliksik na ito. Nawa po ay maibahagi ninyo ang inyong kaalaman sa pamamagitan ng pagsagot sa questionnaire na nakalakip dito. Umasa po kayong ang inyong mga isusulat dito ay magiging kompidensyal at gagamitin lamang para sa mga layunin ng pananaliksik na ito. Maraming salamat po!

Gumagalang,

MARY GRACE B. ARROYO Binigyang Pansin:

JULIENNE V. BARIUAN Taga-payo

CLEOFE S. TORRES Dekana College of Development Communication Questionnaire # ___

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Panuto: Makikisagutan ang mga sumusunod na katanungan. I. IDEYA UKOL SA ISANG PROGRAMANG PANGKALIKASAN (Para sa mga katanungang may kahon, lagyan ng tsek
ang kasagutang iyong napili.) 1. Kinakailangan bang magkaroon ng isang programang pangkapaligiran sa radyo?  Oo  Hindi 1.1 Bakit? __________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ______ (Kung Hindi ang iyong kasagutan sa bilang 1, dumiretso sa bilang 14, pahina 6) 2. Anu-ano ang mga paksa tungkol sa kapaligiran ang nais mong talakayin sa radyo? (Pumili at mag-tsek ng 5 paksa)  Polusyon (sa hangin, tubig, atbp.)  Pagsasa-ayos ng Basura  Pagsusunog ng Basura  Pagpapanatili ng Kalinisan  Pagbabago-bago ng Klima (Climate Change o Global Warming)  Pangangalaga sa Kagubatan  Pangangalaga sa mga Hayop  Pangangalaga sa Yamang – Dagat  Mga toxic at nakakalasong kemikal  Mga isyung lokal tungkol sa kapaligiran  Mga isyung pambansa tungkol sa kapaligiran  Mga isyung pang-internasyonal tungkol sa kapaligiran  Pagbaha  Mga batas panglokal para sa kalikasan  Iba pang isyu (Tukuyin) ____________________________________________________ 3. Sa iyong palagay, anu-ano ang dapat na maging laman ng isang programang pangkapaligiran sa radyo na pangkomunidad ang sakop? (Maaring magtsek ng higit sa isa)  Interbyu ng ordinaryong mamamayan  Interbyu ng isang eksperto sa pag-aaral sa kapaligiran  Skit (maiikling drama)  Kwento ng kilalang tao na naging matagumpay sa larangan ng pag-aaral sa kapaligiran  Kwento ng mga tao o organisasyon na nagtatanggol sa kalikasan o environmentalists  Trivia (maikling dagdag-kaalaman)  Tugtugan (mga musika)  Plugs (maiikling anunsiyo) 72

 Forum (talakayan ng eksperto at tagapakinig na pupunta sa istasyon sa oras ng programa)  Phone-in (pag-uusap sa telepono ng eksperto at tagapakinig sa oras ng programa)  Iba pa (Tukuyin) __________________________________________________________ 4.Sa anong format mo nais marinig ang programang pangkapaligiran? (Magtsek ng isa lamang)  Balita (lokal o sa buong bansa)  Drama (ginaganapan ng iba’t-ibang karakter at may dayalog)  Komentaryo (pagbibigay ng saloobin tungkol sa paksang pag-uusapan)  Paaralang Panghimpapawid (mga mag-aaral na nakiking sa mga aralin sa radyo)  Magazine Program (mas malalim na pagtatalakay sa iba’t-ibang paksa)  Iba pa (Tukuyin) __________________________________________________________ 5. Gaano katagal mo gustong maisahimpapawid ang ganitong klase ng programa sa radyo?  6 na buwan  1 taon  1 ½ na taon  Iba pa (Tukuyin) __________________________________________________________ 6. Gaano ang tamang haba ng ganitong programa para sa iyo?  15 minuto  30 minuto  45 minuto  Isang oras  Iba pa (Tukuyin) __________________________________________________________ 7. Gaano kadalas mo nais marinig ang ganitong programa? (Sa ilalim ng iyong sagot ay pumili rin kung anong araw mo nais itong mapakinggan)  Araw-araw (Lunes hanggang Linggo)  Isang beses sa isang linggo  Linggo  Lunes  Martes  Miyerkules  Huwebes  Biyernes  Sabado  Dalawang beses sa isang linggo  Lunes at Miyerkules  Lunes at Biyernes  Miyerkules at Biyernes 73

 Martes at Huwebes  Sabado at Linggo  Tatlong beses sa isang linggo  Lunes, Miyerkules at Biyernes  Martes, Huwebes at Sabado  Miyerkules, Biyernes at Linggo  Huwebes, Sabado at Lunes  Biyernes, Linggo at Martes  Sabado, Lunes, at Miyerkules  Linggo, Martes at Huwebes  Iba pa (Tukuyin) _________________________________________________

7.1 Bakit iyon ang iyong napili? _______________________________________________ ___________________________________________________________________________ ___ ___________________________________________________________________________ ___ 8. Anong oras mo nais mapakinggan ang programa? (Pumili lamang ng isa)  7-8 ng umaga  8-9 ng umaga  9-10 ng umaga  10-11 ng umaga  11-12 ng umaga  12-1 ng hapon  1-2 ng hapon  2-3 ng hapon  3-4 ng hapon  4-5 ng hapon  5-6 ng hapon  6-7 ng gabi  7-8 ng gabi  8-9 ng gabi  9-10 ng gabi  Iba pa (Tukuyin) ___________________________ 8.1 Bakit iyon ang iyong napili? _______________________________________________ ___________________________________________________________________________ ___ ___________________________________________________________________________ ___ 74

9. Ilan at ano ang kasarian ang tagapagsalita (host) ng programa ang nais mo?  Isang Lalaki  Isang Babae  1 Lalaki at 1 Babae  2 Lalaki  2 Babae  3 Lalaki  3 Babae  2 Lalaki at 1 Babae  1 Lalaki at 2 Babae  Iba pa (Tukuyin) __________________________________________________________ 9.1 Bakit iyon ang iyong napili? _________________________________________________ ___________________________________________________________________________ ___ ___________________________________________________________________________ ___ 10. Anu-anong katangian ang nais mo para sa isang tagapagsalita ng programang pangkapaligiran na pangkomunidad? (Maaring magtsek ng higit sa isa)  Maganda ang boses  May kaalaman sa paksang pinag-uusapan  Magaling sa pagsasalita ng Filipino  Seryoso mag-host  Ma-kwela mag-host  Iba pa (Tukuyin) __________________________________________________________

II.

MGA MUNGKAHI (Para sa mga katanungang may kahon, lagyan ng tsek
ang kasagutang napili mo.) 11. Anong paraan ang iyong mai-mumungkahi upang magkaroon ng partisipasyon ang mga makikinig sa programa? (Maaring magtsek ng higit sa isa o magbigay ng sariling mungkahi)  Ang tagapakinig ay magsusulat ng suhestiyon o komento sa isang papel, ipapadala sa istasyon sa pamamagitan ng drop box at babasahin ito ng host sa oras ng programa  Ang tagapakinig ay magsusulat ng mga pagbati sa isang papel, ipapadala sa istasyon sa pamamagitan ng drop box at babasahin ito ng host sa oras ng programa  Personal na pupunta ang mga tagapakinig upang ma-guest sa oras ng programa  Tatawag sa telepono ang tagapakinig upang magkomento o magtanong sa host sa oras ng programa  Live coverage sa mga barangay 75

 Iba pa (Tukuyin) __________________________________________________________ 12. Anong paraan ang iyong maimumungkahi upang makilala ng tao ang programa at mahikayat makinig? (Maaring magtsek ng higit sa isa o magbigay ng sariling mungkahi)  Pag-aanunsiyo sa radyo  Paglalagay ng poster sa mga lugar na madalas puntahan ng tao  Pagmimigay ng leaflets o fliers sa mga naglalakad  Patalastas sa telebisyon  Pagroronda sa mga barangay at pag-aanunsiyo gamit ang megaphone  Pagbabahay-bahay  Iba pa (Tukuyin) __________________________________________________________

13. Sa mga napili mong paksa tungkol sa kapaligiran sa bilang 2 sa ikalawang pahina, alin dito ang nais mong unang mapakinggan? ________________________________________________ 13.1 Bakit iyon ang iyong napili? _______________________________________________ ___________________________________________________________________________ ___ ___________________________________________________________________________ ___

III.

KAALAMAN TUNGKOL SA RADYO DZLB

14. Mayroon ka bang radyo?  Meron  Wala (Dumiretso sa bilang 16) 15. Madalas ka bang makinig sa radyo?  Oo  Bihira Hindi 15.1 Bakit? ________________________________________________________________ ___________________________________________________________________________ ___ ___________________________________________________________________________ ___

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16. Alam mo ba ang Radyo DZLB sa UPLB?  Oo 16.1 Nakapakinig ka na ba ng mga programa nito?  Oo  Hindi  Hindi 16.2 Nanaisin mo bang makinig sa mga programa nito?  Oo  Hindi 16.2.1 Bakit? ______________________________________________________ __________________________________________________________________ __________________________________________________________________ (Kung Hindi ang iyong kasagutan sa tanong sa bilang 16, dumiretso sa bilang 18) 17. Kanino/Paano mo nalaman ang pagkakaroon ng DZLB dito sa Los Baños?  Kaibigan  Asawa  Anak  Ibang kamag-anak  nabasa dyaryo  napakinggan sa radyo  Iba pa (tukuyin) ___________________________________________________________

IV. SOSYO-DEMOGRAPIKONG KATANGIAN (Para sa mga katanungang may kahon, lagyan ng tsek
ang kasagutang iyong napili.) 18. Pangalan (opsyunal): _________________________________ 19. Relihiyon: ______________ 20. Barangay: ________________ 21. Edad: _________________ 22. Kasarian:  Lalaki

 Babae

23. Estado sa Buhay:  Binata / Dalaga  May-asawa 23.1 Bilang ng Anak _________  Hiwalay 77

 Balo  Iba pa (Tukuyin) _______________________________________________________ 24. Pinakamataas na Antas sa Pag-aaral na Nakamit:  Hindi nakapag-aral  Hindi tapos ng elementarya  Tapos ng elementarya  Hindi tapos ng hayskul  Tapos ng hayskul  Hindi tapos ng kolehiyo  Tapos ng kolehiyo  Bokasyonal  Masteral  Doktoral  Iba pa (Tukuyin): _______________________________________________________ 25. Pangunahing Hanapbuhay/Pinagkukuhanan ng Kita:  Magsasaka  Mangingisda  Mananahi  Empleyado sa gobyerno  Empleyado sa pribadong kumpanya  Negosyante  Iba pa (Tukuyin) _______________________________________________________ 26. Buwanang Kita ng Pamilya (Household Income)  Php 999 pababa  Php 1, 000 – 5, 999  Php 6, 000 – 10, 999  Php 11, 000 – 15, 999  Php 16, 000 – pataas 27. Ilan sa miyembro ng iyong pamilya ang kasama mo sa bahay? ____________ 27.1 Ilan sa kanila ang may edad 18-65? _________________________

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APPENDIX C

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COLLEGE OF DEVELOPMENT COMMUNICATION UNIVERSITY of the PHILIPPINES LOS BAÑOS College, Laguna 4031, Philippines Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356 Fax: (63) (049) 536–2429Email: [email protected] or [email protected] URL: http://www.devcom.edu.ph

Ika-6 ng Agosto, 2008 KGG. BONIFACIO OLAN Kapitan Brgy. Anos, Los Baños, Laguna

Mahal na Ginoong Olan: Magandang araw po! Ako po si Mary Grace B. Arroyo, isang mag-aaral ng BS Development Communication sa Unibersidad ng Pilipinas Los Baños. Kasalukuyan po akong gumagawa ng isang pag-aaral na naglalayong tukuyin ang mga kagustuhan ng mga tagapakinig sa radio pagdating sa isang programang tumatalakay tungkol sa mga isyung pangkalikasan. Ang mga makakalap na impormasyon ay maaring magamit upang makabuo ng isang programang pangkalikasan sa Radyo DZLB 1116 Khz Ang Tinig ng Kaunlaran na pinamamahalaan ng College of Development Communication. Malugod ko pong ipinababatid sa inyo na ang Barangay Timugan ay isa sa mga napiling barangay na maging bahagi ng pananaliksik na ito. Kaugnay po nito ay hinihiling ko po ang inyong suporta upang maging matagumpay ang aking isasagawang pangangalap ng impormasyon sa inyong mga nasasakupan. Umasa po kayong ang lahat ng impormasyong aking makukuha ay gagamitin lamang para sa mga layunin ng pananaliksik na ito. Maraming salamat po!

Lubos na gumagalang,

MARY GRACE B. ARROYO Binigyang Pansin:

JULIENNE V. BARIUAN Taga-payo

CLEOFE S. TORRES Dekana College of Development Communication 80

COLLEGE OF DEVELOPMENT COMMUNICATION UNIVERSITY of the PHILIPPINES LOS BAÑOS College, Laguna 4031, Philippines Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356 Fax: (63) (049) 536–2429Email: [email protected] or [email protected] URL: http://www.devcom.edu.ph

Ika-13 ng Agosto, 2008 KGG. CESAR MOLDEZ Kapitan Brgy. Bayog, Los Baños, Laguna

Mahal na Ginoong Moldez: Magandang araw po! Ako po si Mary Grace B. Arroyo, isang mag-aaral ng BS Development Communication sa Unibersidad ng Pilipinas Los Baños. Kasalukuyan po akong gumagawa ng isang pag-aaral na naglalayong tukuyin ang mga kagustuhan ng mga tagapakinig sa radio pagdating sa isang programang tumatalakay tungkol sa mga isyung pangkalikasan. Ang mga makakalap na impormasyon ay maaring magamit upang makabuo ng isang programang pangkalikasan sa Radyo DZLB 1116 Khz Ang Tinig ng Kaunlaran na pinamamahalaan ng College of Development Communication. Malugod ko pong ipinababatid sa inyo na ang Barangay Timugan ay isa sa mga napiling barangay na maging bahagi ng pananaliksik na ito. Kaugnay po nito ay hinihiling ko po ang inyong suporta upang maging matagumpay ang aking isasagawang pangangalap ng impormasyon sa inyong mga nasasakupan. Umasa po kayong ang lahat ng impormasyong aking makukuha ay gagamitin lamang para sa mga layunin ng pananaliksik na ito. Maraming salamat po!

Lubos na gumagalang,

MARY GRACE B. ARROYO Binigyang Pansin:

JULIENNE V. BARIUAN Taga-payo

CLEOFE S. TORRES Dekana College of Development Communication 81

COLLEGE OF DEVELOPMENT COMMUNICATION UNIVERSITY of the PHILIPPINES LOS BAÑOS College, Laguna 4031, Philippines Tels.: (63)(049) 536–2446 (63)(049) 536–2511 (63)(049) 536–2433 (63)(049) 536–3356 Fax: (63) (049) 536–2429Email: [email protected] or [email protected] URL: http://www.devcom.edu.ph

Ika-19 ng Agosto, 2008 KGG. ROMEO LALICAN Kapitan Brgy. Timugan, Los Baños, Laguna

Mahal na Ginoong Lalican: Magandang araw po! Ako po si Mary Grace B. Arroyo, isang mag-aaral ng BS Development Communication sa Unibersidad ng Pilipinas Los Baños. Kasalukuyan po akong gumagawa ng isang pag-aaral na naglalayong tukuyin ang mga kagustuhan ng mga tagapakinig sa radio pagdating sa isang programang tumatalakay tungkol sa mga isyung pangkalikasan. Ang mga makakalap na impormasyon ay maaring magamit upang makabuo ng isang programang pangkalikasan sa Radyo DZLB 1116 Khz Ang Tinig ng Kaunlaran na pinamamahalaan ng College of Development Communication. Malugod ko pong ipinababatid sa inyo na ang Barangay Timugan ay isa sa mga napiling barangay na maging bahagi ng pananaliksik na ito. Kaugnay po nito ay hinihiling ko po ang inyong suporta upang maging matagumpay ang aking isasagawang pangangalap ng impormasyon sa inyong mga nasasakupan. Umasa po kayong ang lahat ng impormasyong aking makukuha ay gagamitin lamang para sa mga layunin ng pananaliksik na ito. Maraming salamat po!

Lubos na gumagalang,

MARY GRACE B. ARROYO Binigyang Pansin:

JULIENNE V. BARIUAN Taga-payo

CLEOFE S. TORRES Dekana College of Development Communication 82

APPENDIX D

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