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CHAPTER 1

THE PROBLEM

Introduction

Reading is one of the most important tools in learning. It enables

one to ponder the mysteries of the world, explore accumulated knowledge

and contemplate the unknown. Through reading, one begins to uncover

some answers to questions; he is stimulated to raise questions and to

continue his pursuit for deeper understanding (Caper, 2014). It is

basically a life skill that occupies high place of significance in a child’s

learning and personal growth. It is a cornerstone of a child’s success in

school and indeed throughout life (Caper, 2014).

Reading is very vital for a lifelong learning. It is necessary for

everyone to develop reading habits and the culture of reading always so

as to survive in life. Due to technological advancement, reading habits

are changing. In our society today, while technology is slowly taking a

steady control over individual lives, the reading habit is fast vanishing

into thin air.

Students now lack the skill of reading. Instead they spend more

hours on using mass media. Mass media is a good source of information.

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But it cannot be denied that it has also a negative impact to its viewers

or readers. In today’s fast changing world, students have many

opportunities to be exposed to different mass media. They spend much

more time watching television shows and movies, surfing the net,

listening to music or using their phones and tablets than reading their

notes and books. They find reading a boring activity.

Students are rarely interested in reading for pleasure and

enjoyment instead they read only to pass examination. The declining

interest in reading culture among our children is a cause for alarm and a

challenge to all and something needs to be done to lessen the problem.

Based on the result of PHIL-IRI Oral Reading Test in English,

among Grade 9 students during school year 2017-2018, forty four out of

two hundred forty one actual takers were having a reading level of

frustration. In Filipino, there were twenty eight students got a reading

level of frustration out of two hundred thirty five actual takers.

Since these frustration students will become Grade 10 this school

year 2018-2019, it is important to help them improve their reading

performance to prepare them to enter Senior High School and later in

college. This is the reason why the author wants to conduct this study.
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Parents should be aware of the positive and negative impact of

access to mass media on children. They should do things to help and

discipline their children in using different mass media. Parents,

guardians and teachers should make sure that children will spend most

of their time reading, socializing with others and doing their homework in

order to achieve high performances.

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Conceptual Framework

Based on the study made by Romero (2013), many students

achieve accuracy in recognition and pronunciation but few succeed in

comprehension. To comprehend means to understand the meanings not

only of single words and sentences but also of the interrelationships

among sentences in a discourse. It implies the ability to summarize,

outline, and organize concepts. It also involves a full grasp of the

author’s style and purpose and the features of the local setting against

which the story unfold.

Several reading skills are needed in order to comprehend and react

to a selection. Such skills as getting the main idea, noting supporting

details or proof sentences, finding cause and effect relationship,

determining sequence, predicting outcomes, making judgment, drawing

conclusions, and following directions, all are needed in order to fully

grasp the message in terms of comprehension, or the how-why; critical

evaluation and integration.

This study will anchor on the idea that the extent of exposure to

mass media as the independent variable will have an effect on the

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reading performance of the students as the dependent variable in terms

of their sex, family monthly income, and parent educational attainment.

Extent of Exposure Reading Performance

Sex, Family Monthly

Income, Parent
Educational
Attainment

Figure 1. Conceptual Paradigm of the Study

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Statement of the Problem

The aim of the study is to investigate “Exposure to Mass Media and

its Effect on the Reading Performance of Students” in Mambajao National

High School, Balintawak, Mambajao, Camiguin. Specifically, the study

aims to answer the following questions:

1. What is the profile of the participants in terms of:

a. sex c. parent educational attainment?

b. family monthly income

2. What is the extent of exposure to mass media on the reading

performance of students in Mambajao National High School?

3. What is the reading performance of the students in Mambajao

National High School?

4. Is there a significant relationship between the extent of exposure to

mass media and the reading performance of the students in Mambajao

National High School?

5. Is there a significant difference on the extent of exposure to mass

media on the reading performance of students in Mambajao National

High School when they are classified as to sex, family monthly income,

and parent educational attainment?

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Hypotheses

The researcher will be guided with the following hypotheses:

1. There is no significant relationship of exposure to mass media and the

reading performance of students in Mambajao National High School at

0.5 level of significance.

2. There is no significant difference on the extent of exposure to mass

media on the reading performance of students in Mambajao National

High School when they are classified as to sex, family monthly income,

and parent educational attainment.

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Significance of the Study

The study will be of great benefits to the following:

School Administration. The results of this study will provide them the

information on the effects of exposure to mass media on the reading

performance of the students. It will give them ideas to create programs

that will help the reading ability and capacity of the students even with

the use of mass media and get their interests toward reading.

Teachers. This study will provide the teachers an initiative and insights

on how to help students with reading problems.

Parents. The parents will be more determined and encouraged to

schedule reading time with their children in their homes.

Students. The students will have more reading opportunities in the

school as well as programs that will enhance their skills in reading and

comprehension.

Stakeholders. The stakeholders will be guided on what to give or donate

in the school to help the reading skills of the students.

Researcher. The researcher will be able to understand the students’

different reading ability and guide them on how to use the mass

media effectively.

Future Researchers. The findings of this study will be used by future

researchers as part of their related literature.

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Scope and Limitation of the Study

The study will focus on the extent of exposure to mass media and

its effect on the reading performance of the students of Mambajao

National High School.

It will be conducted at Mambajao National High School for school

year 2018-2019.

The participants of this study will be the Grade 10 students of

Mambajao National High School, Balintawak St., Poblacion, Mambajao,

Camiguin. This study will be limited only on the effects of exposure to

mass media on the reading performance of the Grade 10 students.

The transferees will not be included in the study.

The variables of sex, family monthly income, and parent

educational attainment will be considered in the study.

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Definition of Terms

For a clear understanding of the study, following terms are defined:

Effect refers to the results of the extent used of mass media

Exposure is the extent to which the students used the mass media

Family Monthly Income refers to the salary earned by the parents of the

students

Mass Media refers to television, radio, cellular phones, and other mass

media used by the students

Parent Educational Attainment refers to the highest educational

attainment of parents

PHIL-IRI means Philippine Individual Reading Inventory

Reading Performance refers to the reading performance of the students

which includes word recognition and comprehension based on the

PHIL-IRI results

Sex refers to male or female students

Students refers to Grade 10 students of Mambajao National High School

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CHAPTER 2

REVIEW OF RELATED LITERATURE

This section includes the different related literatures which will

support the present study.

Types of Mass Media

There are different types of mass media that we are accustomed to

in this day and age. Whether it's children, young people, or adults, we've

all had our share of media-related exposure every day.

Mass media refers to communication devices, which can be used to

communicate and interact with a large number of audiences in different

languages. Be it the pictorial messages of the early ages, or the high-

technology media that are available today, one thing that we all agree

upon, is that mass media are an inseparable part of our lives.

Entertainment and media always go hand in hand, but in addition to

entertainment, mass media also remains to be an effective means of

communication, spreading information, advertising, marketing, and in

general, of expressing and sharing views, opinions, and ideas.

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There are several types of Mass Media which include print media

like newspaper, magazines, booklets and brochures, billboards, and

books; electronic media like television and radio; and new age media like

mobile phones, computers, internet, and electronic books.

Print media encompasses mass communication through printed

material. It includes newspapers, magazines, booklets and brochures,

house magazines, periodicals or newsletters, direct mailers, handbills or

flyers, billboards, press releases, and books.

Newspapers: Newspapers enjoyed the position of the most preferred

medium to reach a wider audience until electronic communication

emerged on the media scene. In the early days, newspapers were the only

medium that masses at large depended on, for daily news. A newspaper

carries all kinds of communication related to a variety of topics like

politics, current affairs, entertainment, finance, stocks, etc. Apart from

this, it also includes topics which are in lighter vein like cartoons,

crosswords, Sudoku, movie reviews, book reviews, puzzles, crosswords,

etc. This captivates the imagination and interests of readers from all age

groups. Newspapers are an important platform of mass communication

as they reach every nook and corner of the world where electronic media
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fails to reach. It plays a pivotal role in providing authentic firsthand

information, building opinions, updating the knowledge of the reader,

and serves as a good platform for advertisers to promote their products.

However, with the emergence of the Internet, which updates information

every second and is just a click away, the popularity of newspapers has

reduced.

Magazines: Magazines are another type of popular culture print media.

They usually cater to a specific type of audience who are looking for

information based on a particular subject. Magazines cover a plethora of

topics like current affairs, business, finance, consumers, gadgets, self-

help, luxury, lifestyle, beauty, fashion, entertainment, travel, etc.

Magazines like TIME and Reader's Digest include information which is

all-pervasive. The frequency of magazines can be weekly, fortnightly, bi-

monthly, quarterly, half-yearly, or yearly. These magazines are the best

forum for advertisers as they have a niche readership. The readers look

for a specific type of information; say for example, a camera ad in a

Gadget magazine will definitely have a direct brand impact on the reader

who wants to buy a camera. Also, the shelf life and brand recall of

magazines is far better than newspapers which have a short life span.
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Booklets and Brochures: Booklets and brochures are part of the

promotional literature of a product, or an organization. There are two

types of booklets and brochures.

•Pre-buying promotion: Usually in malls and stores, promotional

literature is distributed free to all (with discount offers, or other schemes

which seem profitable). For example, a free booklet about cosmetics will

include information about the products, latest trends, contents, the

benefits of using them, the available range, or colors, discount coupons,

etc. This, will most likely, have a positive impact on your decision-

making.

•Post-buying promotion: These booklets and brochures are usually given

with a product for better customer experience and easy usage post

purchasing. You must have observed when you buy any new item that it

is usually accompanied with a small booklet giving details about the

benefits of using the product, usage directions, cleaning and storage

instructions. The guidelines are usually followed by a series of 'how to'

images which facilitate easy information about the product. These

booklets may also include ‘Other offerings’ section. Organizations also

have their own profiles in the form of brochures which they give to their

stakeholders to create a favorable image. It highlights the information

about the company, its capacity and capability, services and solutions

offered milestone achievements, sustainability, innovation, awards, etc.

In this case people "do judge the book by its cover", and hence, these
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booklets and brochures are designed in an attractive format using colors

and photos.

Billboards: Billboards are huge advertisements that are put up at a

height in strategic locations to draw more attention. They usually attract

the target audience by their bold colors, attention-grabbing headlines,

creativity, designs, special effects, etc. Initially, billboards started by

hand painting huge boards, and eventually graduated to putting up

printed sheets. Later came a trend for incorporating neon signs, videos,

and cut-outs which extend out from the boards, 3D rubber, or plastic

balloon objects, etc. Such billboards are called bulletins. They command

the best customer exposure. Communication in these types of billboards

should be in minimum words. The images should speak louder than the

words. They are a successful medium of communication as they are good

at captivating and retaining customer’s attention.

Electronic media is the kind of media which requires the user to

utilize an electric connection to access it. It is also known as 'Broadcast

Media'. It includes television, radio, and new-age media like the Internet,

computers, telephones, etc.

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Television: Television appeals to both the auditory and visual senses, and

hence is an important communication device as it beholds the attention

of the audience. For many people, it is impossible to imagine a life

without their television sets, be it the daily news, or even the soap

operas. Television has become an advertising hub where advertisers are

ready to spend huge amounts of money for an ad of a few seconds,

especially for programmes with high viewership. An apt example would

be Super Bowl Season. It offers various programs to appeal to the masses

of different age groups. It is a popular means of communication which

provides both information and entertainment. This category also includes

electronic media like movies, CDs and DVDs as well as the electronic

gadgets.

Radio: Radio has a significant reach. A considerable number of

Americans tune into radio every week while on their way to work.

Advertising on the radio with catchy jingles and phrases is a tried and

tested means of communication. Radio lost its popularity with the boom

of television. But till day, radio remains one of the favorite means of

electronic communication. Moreover, it is an interactive means of

communication with all the dial-in programs which give the listeners an

opportunity to feature on radio.

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New age Media: With the advent of the Internet, we are now

enjoying the benefits of high technology mass media, which is not only

faster than the old school mass media, but also has a widespread range.

Mobile phones, computers, and the Internet are often referred to as the

new-age media. The Internet has opened up several new opportunities for

mass communication which include e-mail, websites, podcasts, e-

forums, e-books, blogging, Internet TV and many others, which are

booming today. The Internet has also started social networking sites

which have redefined mass communication all together. Sites like

Facebook, Twitter, and YouTube have made communication to the

masses all the more entertaining, interesting, and easier!

Mobile Phones: Mobile phones have become a boon to mankind. It has

made communication possible at any time, and from anywhere.

Nowadays, a smart device like a mobile phone is not only used for

interaction, but also for other technical utilities like operating pumps

from remote locations, etc. You can also get alerts of your monetary

transactions on a mobile phone. About a decade ago, who would have

thought of having the Internet on mobiles? Today, we can stay in touch

with the whole world via the Internet on our mobile phones.
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Computers: With the invention of computers the impossible has become

possible. We virtually get information about everything from pin to piano

with the help of computers. It has added speed and multimedia to the

information which was earlier available only in the print format. Also,

anyone can voice their opinions through computers. Computers have

added a new breakthrough in the mass media by combining human

intelligence with the cutting edge technology.

The Internet: This is the most important device of the new age media.

The discovery of the Internet can be called the biggest invention in mass

media. In earlier days, news used to reach people only with the morning

newspaper. But today, live updates reach us simultaneously as the

events unfold. For example, the royal wedding of Kate Middleton and

Prince William was watched live on the Internet by millions of people

around the world. The Internet has inspired interaction and connectivity

through its social networking medium. It has become one of the core

means of mass communication. We cannot think of leading our lives

without it.

Advantages and Disadvantages of Mass Media

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Modern Media like the television, computer, etc. are all products of

civilization in this cybernetic century, making life in a sense more

comfortable and enjoyable. It is the outcome of people’s intelligence. Yet

this very civilization has become people’s own undoing. The beneficial

effects are often dwarfed by the disadvantages and harm (Roxas, 2008).

Take the case of the television and the computer. The good life

brought about by these need not be emphasized. They have improved not

only entertainment, but also industry, communication, and life as a

whole (Roxas, 2008).

But what are the harmful effects of these, particularly the young?

In television, there are vulgar and indecent words and scenes that the

young may imitate, thinking these are okay. Children are encouraged to

eat junk foods and ‘tsitsirya”. Children who spend too much time

watching television forget their lessons and school activities (Roxas,

2008).

The internet enables a person to communicate freely and openly in

the international world through the computer. It can be used in research

work and study. But what harm may the internet cause? It depends on

the people using it. Computer and video games may be enjoyable, but
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spending too much time on them is a waste of time. Instead of studying,

many children spend hours on them (Roxas, 2008).

In this age of rapid globalization and spread of information

technology, television is the most popular, the most powerful, and the

most influential medium with which to teach the pupils. It is a powerful

medium that most of us use everyday of our lives for various reasons - it

entertains, informs, shocks us, and often breaks through the boundaries

of imagination (Ventura, 2008).

Television is a source of information, but doubts have been cast

over its ability to enhance academic performance. It has been said that it

can impair a child’s progress at school. Researchers studying the

mechanism by which excessive television watching affect learning report

adverse effects on thinking skills and the imagination, on attention span,

on reading and speaking skills, and other negative outcomes (Ventura,

2008).

According to Mustafa Turkylmaz in the his study on the Effect of

Mass Media on Attitude Toward Reading stated that smart phones are

one of the most effective and commonly used tools of modern era or the

new thousand years. As well as providing communication among people,

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they also give the people opportunity of having internet connection,

usage of different social networks. Even the case has changed according

to the intention of usage, it causes people to read slightly, to content

himself what they see. In fact, these kinds of technologies can be

resembled to reading newspapers or magazines by looking through. You

can have a look at the titles and get an idea about it. This case can be

stated as one of the disadvantages of visual times and information age.

Contenting with less, accepting what you have seen as a true rather than

reading in detail… Perhaps, that can be associated to the difference

between watching TV and reading. While reading, many tasks are

completed at the same time. An individual is also cognitively active while

performing a physical process. Reader represents what he reads in mind,

compares it with the previous information, combines the acquired ones

with the previous structures or constructs new structures with the newly

learnt ones by ignoring the previous items. Reading process is tough and

hard while watching TV isn’t. It is a process that you can content with

only what you have seen without setting scenes about the told ones in

your mind and without efforts. Here, cell phones, especially the smart

phones make people get used to easiness and laziness. With that feature,

cell phones can affect attitude toward reading in a negative way.

It can be considered that social networks create a similar effect as

cell phones. In the conducted studies, the purpose of social network

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usage has already been defined as sharing and following in general

(Çetin,2009; URL 2; Redecker, Ala-Mutka and Punie, 2010). While the

networks like facebook can be used especially for a similar purpose, an

individual are obliged to express himself with a limited number of

characters in surroundings like twitter. In fact, it can be said that short

message service (SMS) started to be used commonly in the early of 90s

has caused people to describe themselves with a limited number of

words. Perhaps because of that, icons used in social networks and other

channels; and also encountered in the exam papers of the students have

shown up. The case which people are obliged to express themselves with

a few words causes people to express their feelings in a deficient or

inadequate way. As a result of that, people are directed to present their

feelings with fourteen different icons and to use two kinds of voice;

whereas, people have got quite colorful and varied tones of voice.

Along with that, it is detected that reading attitudes of the ones

following a certain newspapers or magazine are higher than the ones not

following. It is seen that the similar results are acquired by Türkyılmaz

(2012), Özbay others(2008). By following magazines or newspaper, an

individual has an opportunity to be familiar with a written and colored

material. In addition, he goes on keeping in touch with their worlds. By

this means, their attitudes and perceptions toward reading materials are

influenced positively. By taking this into consideration, it can be

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expressed that newspapers and magazine bought at homes regularly can

affect reading attitudes of children. For sure, this case can be realized

with the essence of families having high cognitive level. Besides, studies

point out that family is an important external factor (Özbay, 2009: 44;

Akyol, 2011: 55). Parents buying newspaper and magazines suitable to

their children’s interests both become a role model and affect their

children’s attitudes toward reading positively (Yılmaz, 2009; Yılmaz,

2004; Yılmaz, 2007; Türkyılmaz, 2012). On the other hand, it is defined

that following a periodical doesn’t affect secondary school students’

reading attitudes toward reading in Akkaya and Özdemir(2013)’ study

conducted to determine the effect of following a periodical on reading

attitude.

On the other hand, it is found that attitudes toward reading of the

students going to internet cafes are at significantly lower level than the

ones not going to internet cafes. In the same way, it is noticed that

reading attitudes of the students playing digital games are at

significantly lower level, too. These findings direct one to think that

individuals use these kinds of environments in order to have fun, “kill

time”. Internet cafes turn into places which are used to reach social

networking sites, to play games; in addition, these places are considered

as the places which are not used to reach information or where the

students do not search their homework but confine themselves with the
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information edited by the cafe employers (Gürol and Sevindik, 2006;

Tuncer and Kaysi, 2011). Moreover, printouts of the homework provided

by employers are not read by the students even at once as a whole. Many

teachers mention their reproach about that issue in different times and

places.

It is detected that having internet connection affects the reading

attitude negatively as internet cafes and digital games mentioned above.

Türkyılmaz (2012) has come to the same conclusion, as well. Likewise,

Demirer, Yıldız and Sünbül (2011) have set down that computer and

internet usage influence the primary school students’ reading attitude in

a negative way in their study conducted in Konya province by including

almost all sample.

By taking acquired findings into consideration, it can be expressed

that having TV more than one has a negative effect on attitudes toward

reading. Parallel to this, it is determined in RTÜK(Radio and Television

Supreme Council)’s report titled TV Watching Trend, 81.6 percent of

sample group think that watching TV hinders reading book (RTUK, 2009,

p.21). Even if it is set down that mass media especially TV and internet

affect attitude, habit and frequency of reading negatively; unfortunately,

the usage of these tools are preferred to reading. Yalınkılıç and Ülper
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(2011) come up with the result that most of primary school students

spend relatively more time on watching TV than reading. Also, Cesur and

Paker (2007) have found out that primary school students prefer

watching TV to a large extent. It is detected also by Balcı (2009) and

Gökçe (2011) that primary school students prefer computer/ internet

usage, watching TV in their spare time to reading book. Also in the same

studies, students stated that exams, intensity of course load, watching

TV and computer usage inhibit their reading. In common, these studies

set the results out that mass media especially TV, internet and computer

are not used suitable to their main purpose but used to play game,

spending time and even parents are tolerant at that point.

Mass media such as TV, internet is utilized as a tool of

globalization phenomenon and it serves to transmit global culture which

is more popular than national culture. In the same way, according to İnal

(2009), different perspectives of reading culture such as pragmatic

reading, visual reading, slight reading and popular reading have come up

along with globalization. The purpose behind reading can be stated as

reading act of the ones not having time, unwilling to spend time on it

with a pragmatic approach; having a look at the text; preferring reading

the summary of the text instead of the whole; realizing the act of popular

text reading. This kind of reading culture causes to grow up individuals

not thinking critically, confining him to any given or presented

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information, not having will of search. “Nowadays, children can acquire

many information, ability, attitude and even opinions by means of visual

and auditory ways by mass media such as TV, radio etc. However, it is

not enough for growing up of children because an oncoming individual

wants to reach wide and rich information sources, to benefit from these

sources according to their needs. That can be realized only by reading. In

this regard, reading has an important role and place in education

process” (Kavcar, Oğuzkan and Sever, undated: 41). Parallel to that,

“First of all, cultural background is necessary in order to make use of the

opportunity presented by computer technology nowadays. In the

information system provided by new communication technologies,

reaching to unique information up to the mark in a short time, making

use of it after examining, using them in the process of information

production require the essence of reading- understanding- assessing

experience which regular and conscious readers gain” (Sever, 2010,

p.27).

As a result, “there is a need for individuals being creative and

acquiring creative, multifunctional and independent thinking habit to

produce science and art. It is thought that there is a powerful

relationship between acquisition of reading culture and autonomous

thinking among research oriented personality characteristics. That’s

why, it is necessary that all people responsible for child education should
 27

use their sensibility in educating people acquiring culture of reading in a

period when our children are surrounded in visual sense but move away

fast or not benefitted from written culture” (Sever, 2007, p.108). As for

providing individuals reading habit, it is beneficial to make them read

books and magazines suitable to their interests and needs; thus,

development of positive attitude toward reading can be realized.

According to Comedian Pediatric Society (1999) as cited by Ocharo

and Karani in their study of Effects of Mass Media on the Academic

Development of Children in Primary Schools in Kenya that many children

are taking most of their time in mass media. This has led to poor grades

and school work because tension takes time away from reading and

schoolwork. Studies show that even one or two hours of daily television

viewing by school aged children has significant harmful effects on

academic performance, especially reading.

They also cited Matthew & Jesse (2008) that despite the positive

effects of mass media it has the negative value. For example many

children instead of investing their time studying, reading good books,

engaging in social activities and exercising, children choose to spend

their evenings watching movies or glued to the TV sets. With the

increasing technological advancement, the internet can be easily

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accessed by children. This exposes such children to things that they do

not necessarily need to know and may not understand. The reading

culture is gradually fading and substituted by mass media. This poses a

negative impact on school performance as well as learning problems.

Children are increasingly reporting low academic grades and problems in

learning due to overindulgence in mass media.

According to Chhandita Chakravarty in the Eleven Positive and

Negative Influences of Media on Teenagers that teens who watch too

much television have lower scores in exams. Also, such teens are not

good readers as they spend more time in front of the television. A study

reveals that individuals with high degree scores watch less television in

their childhood and teenage. Another study reveals that different media

affects school work differently.

According to Dr. Anthony Ford-Jones and Peter Nieman in the

study of Impact of Media Use on Children and Youth that television

viewing frequently limits children’s time for vital activities such as

playing, reading, learning to talk, spending time with peers and family,

storytelling, participating in regular exercise, and developing other

necessary physical, mental and social skills.

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They said that television can be a powerful teacher. We can learn

valuable lessons and information. Some shows can help to improve the

reading and learning skills of its viewers.

Still, watching television takes time away from reading and

schoolwork. More recent and well-controlled studies show that even 1 h

to 2 h of daily unsupervised television viewing by school-aged children

has a significant deleterious effect on academic performance, especially

reading.

According to Amy Jordan, director of Media and the Developing

Mind Sector of the Annenberg Public Policy Center of the University of

Pennsylvania as cited by Samim in his article on ABCNEWS Medical Unit

that as a society, our primary concern should be protecting children so

that they have an opportunity for proper development. For kids, using

the media has evolved into a normal process, but we don't know what it

is doing to their cognitive abilities over the long run. I can't emphasize

enough the kind of sea change that is taking place in terms of when

children are starting to use the media and their sophistication with the

media. Most are exposed to media from the time they wear diapers.
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While television is not the only media that the census report talked

about, experts agree that it is one of our biggest and most time-

consuming problems. According to Dr. Jason Eberhart-Phillips, Health

Officer for El Dorado County in California as cited by Samim that time

spent on the media is time we are not spending with loved ones, helping

kids with homework, volunteering in one's community or doing any of

the wonderful things that bring meaning to life.

Samim said that children spend more time watching television

than in any other activity except sleep, experts say. It seems that the

public needs to shift its attention to the amount of time that kids and

adults spend with the media and not focus on content alone. The

research community has focused much of its time on content --

language, sex and drug use -- on television.

According to Robert Kesten, the Executive Director of the Center

for Screen-Time Awareness in Washington DC as also cited by Samim

that there is a great deal of data on how content impacts children, their

behavior and how they look at themselves and others. What is even more

important is how much time they spend with all these gadgets.
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He also said that it is clear that the amount of time is more

important than what they watch....since the negative impacts show up

consistently no matter what they watch. Increased violence and bullying,

obesity and overweight, antisocial behaviors, smoking, drinking and

risky sexual behaviors are more common in those who spend a good deal

of time in front of a screen.

As also said by Vicky Rideout, the vice president at the Kaiser

Family Foundation, that we need to resist painting a picture of our media

use as a nation with too broad a brush. Rideout suggests that the

statistics could overestimate the time that people spend with the media.

Rideout also points out, all media isn't bad. Some of it is

intellectually or culturally enriching, even.

Rideout also said that media can have a negative or a positive

impact on us. Internet can be a great source for health information, so it

is too simplistic to say that all this is bad. But when anything occupies

so much time, it deserves attention.

 32

Other researchers have noted further trends associated with media

use.

According to Dr. Iman Sharif, associate professor of Clinical

Pediatrics and associate director of the Social Pediatrics Program at the

Children's Hospital at Montefiore, Bronx, N.Y. that the number of hours

of entertainment children take part in during the week had the greatest

effect on their grades [of all the things studied]. Children who watched

television during the week and were allowed to watch R-rated movies had

the worst school performance.

The best predictor of whether a child will be a heavy user of media

is whether the child's parents are heavy media users, so parents should

model healthy media behaviors for their children, Sharif said.

As said by Kesten, parents are using television and other media

more and more as baby-sitters because it is so convenient and cheap.

But it is really one of the worst things a parent can do. This teaches the

child early on that human contact is just not that important.... that it is

better to be inactive, docile and numb, than to be active and responsive.

 33

Although the media junkie trend might seem, well, trendy, it's

something that parents and communities should stand against, experts

suggest.

Media effects can be positive or negative (Walsh, Goldman, &

Brown, 1996). In one study, increase in media usage, (in terms of

amount) is correlated with poorer social relationships, fewer school

interactions, lower reading scores, and poorer school achievements (Dorr

and Rubin, 1995: Stanford Institute for Quantitative Study of Society,

2000). However, several studies showed that increased usage of

educational media has been shown to have beneficial effects.

Dorr and Rubin also cited a 1981 California study, which

suggested a link between television viewing and poor school performance.

The California Assessment Program (CAP), which tests academic

achievement, has this question on an achievement test: “On a typical

weekday, about how many hours do you watch TV?” The students were

given a choice ranging from zero to six hours or more.

The results suggested a consistent relationship between viewing

time and achievement. Students who said they have watched a lot

television scored lower in reading, writing, and mathematics than

 34

students who did not watch any television. The average scored for

students who have said they viewed six or more hour of television a day

were six to eight points lower than children who said they watched less

half hour of television a day.

On the other hand, other research studies, which include Dorr and

Rubin (1995) and Hoston, et al (1992) and Ballard (2003), have

correlated a student’s academic performance with their total media

usage, suggesting that students who spend more time with media

perform less in school.

When it comes to media use, boys spend more time with media

than girls, mostly as a result of their greater interaction with video

games, computers and television. While girls spend more time with print

media than boys and after the age of 8 they also spend more time with

music media such as radio, tapes and CD’s (UNESCO Clearinghouse on

Children and Violence on the Screen, 2000).

Thus, though mass media can be a positive influence to people but

it should not be forgotten that it has also a negative impact to children

especially in their reading skills.

 35

CHAPTER 3

METHODOLOGY

This chapter will deal on the research method and procedure used

in the study. It will include the research design, research locale,

participants of the study, sampling procedure, instrument used, data

gathering procedure, data analysis procedure, and ethical consideration.

Research Design

The study will use a descriptive method with survey questionnaires

as the main tool in gathering the needed data and copies of these

questionnaires will be administered to Grade 10 students as participants

of this research.

Research Locale

This study will be conducted at Mambajao National High School

(MamNHS), Balintawak St., Poblacion, Mambajao, Camiguin. It is a

school situated in the center of the municipality of Mambajao.

 36

Brief History of Mambajao National High School

Mambajao National High School is a complete secondary school. It

is located at Balintawak St.,Poblacion, Mambajao, Camiguin which is

approximately 300 meters from the town proper.

The school started in 1975 as Mambajao Municipal Night High

School. It was created through the effort of Honorable Mayor Nicolas E.

Neri in a joint resolution with the DepEd officials of the Division of

Camiguin. Classes were held in the evening and the classrooms used by

the students are the classrooms of the elementary pupils of Mambajao

Central School. The Principal of Mambajao Central School acted as the

Asst. /principal of the Night High School.

By the year 1980 the school acquired its own site at Lumad,

Mambajao, Camiguin with Mr. Rogelio Chan as the school principal. By

1984, it faced a problem on the salaries of teachers. As a consequence

and because the problem is not resolved the teachers were deployed and

assigned to other schools within the division and a new set of teachers

were hired by the LGU or LGU-funded teachers. Years after, this school

was absorbed by TESDA under a new name of Camiguin School of Arts

and Trades until time comes that the school was turned over to DepEd
 37

due to Rationalization with its mother school, Yumbing National High

School (YNHS).

It was in August 2006 that this school was transferred to its new

site at Balintawak St., Poblacion, Mambajao, Camiguin. At present it has

almost 100 teachers, plantilla-based teachers and deployed teachers

from other schools inclusive of one administrator who heads the school

and 3 non-teaching personnel. Most of its students are graduates of the

elementary schools from near and distant barangays that served as the

feeder schools of the high school. The school continues to produce

graduates to become successful professionals and is working here and

abroad.

The Curriculum is Basic Secondary Education K-12 Program. So

far it is a kind of curriculum that is responsive to the needs of the

learners. The Drop-out Reduction Program and the Open High School

Program are intervention programs adopted by the school to solve the

problem on drop-outs.

The school has an area of 21,360 square meters. It is enclosed in a

concrete fence with one perimeter side still remained unfenced. Because

of the fence, outsiders are hesitant to get inside without significant

 38

transactions to engage in. Students inside are safe and secure and

seldom do them engage themselves in ramble.

B. Community

Mambajao is the capital town of Camiguin. It is considered the

most civilized municipality of the province. The people are friendly, very

approachable and demonstrate very warm character and attitude.

Majority of them are Christians by religion and of different sects and

there are few Muslims around.

The location of the school is in Poblacion, Mambajao which is

headed by Brgy. Captain, Honorable Yñigo Romualdo and his seven

councilors and the municipality of Mambajao is run by Honorable Mayor

Jurdin Jesus M. Romualdo with his seven SB Members.

Poblacion, Mambajao is composed of 15 sitios and the last sitio to

the west is Lumad with the provincial road to the cemetery as the

boundary, to the east is Lakas whose boundary is the provincial road to

Camiguin Tourism Center, to the north, it is bounded by two sitios,

Quipasa and Quiboro and the south is bounded by the seacoast.

 39

The town proper with all its sitios or the poblacion as a whole has

a population of 10, 646 per NSO data as of August, 2007.

The seat of national offices is in Mambajao being the capital town

of Camiguin. All national offices are in the town. Banks are also found in

the town where transactions are made easy to foreigners and local

residents alike. Many tourists, foreign and local frequented the town

most of the time. 75% of its people are farmers, fishermen, laborers,

carpenters and others while 25% re employees of the national and

private entities.

Map 1. Mambajao National High School

Participants of the Study

 40

The participants of the study will be Grade 10 students of

Mambajao National High School for the school year 2018-2019.

Table 1. Grade 10 Students

Section Male Sample Female Sample

Daffodil 23 12 22 12
Daisy 25 13 14 8
Gumamela 23 12 22 11
Hyacinth 9 5 36 19
Marigold 22 12 17 9
Sampaguita 26 14 19 10
Everlasting 26 14 21 11
Tulips 16 9 29 16
TOTAL 170 91 180 96
Source: Mambajao NHS

Sampling Procedure

To identify the sample size, the researcher will use the Slovin’s

sampling method. Then the author will conduct a survey to the

participants through a survey questionnaire to collect information and

data. The introduction to the survey will last approximately three

minutes and the survey will take no longer than ten minutes to complete.
 41

Research Instrument

The research will use a self-made questionnaire that will be

validated by experts in the educational research. The questionnaire will

compose two parts, namely; Part I which will contain the participants’

personal data as name, sex, family monthly income and parent

educational attainment. Part II will contain the question proper regarding

of the participants’ extent of exposure to different mass media.

Focus Group Discussion (FGD) will also be conducted wherein the

author will select eight persons that will serve as representatives from

different sectors. To supplement the data, Key Informant Interview (KII)

will also be conducted. These instruments will use guide questions.

Instrument Validity and Reliability

The researcher will consult five experts to read the questionnaire.

They will have to select whether the question will be retained, revised or

deleted. All corrections and suggestions will be incorporated in the

 42

questionnaire, to make it valid. She will also conduct the pre and post

tests of the questionnaire to make it reliable.

Data Gathering Procedure

Before the study will be conducted, the researcher will send a letter

to the School Principal explaining the nature and purpose of the study.

After the consent and approval will be accomplished, the survey

questionnaire will be administered to the participants of the study. The

researcher will also conduct a Key Informant Interview and FGD with

those chosen representatives from parents, teachers and students to

strengthen the validity of the study.

She will also ask for a copy of the result of PHIL-IRI 2017-2018

from the school principal.

The Likert’s scale will also be used to determine the extent of

exposure to mass media among the Grade 10 students of Mambajao

National High School.

Arbitrary Value Limit Description

 43

4 3.41-4.00 Very Much Exposed

3 2.61-3.40 Moderately Exposed

2 1.81-2.60 Rarely Exposed

1 1.00-1.80 Not Exposed

Treatment of Data

The data will be analyzed and interpreted to the following

statistical treatment:

1. Frequency Counts and Percentage will be used to describe the profile

of the participants.

2. Weighted Mean will be used to determine the extent of exposure to

mass media on the reading performance of the students. The mean is

considered the most reliable or accurate measure of the central location

because it ordinarily fluctuates less widely than the mode and the

median (Guilford and Frutcher, 1997).

3. ANOVA will be used to test the hypotheses to be able to determine the

significant relationship between the extent of exposure to mass media

and the reading performance and the significant difference across sex,

family monthly income, and parent educational attainment as variables

in the study.
 44

4. Honestly Significant Difference Test (Tukey’s Test) will be used to test

if the null hypotheses are rejected.

Ethical Consideration

The researcher will ask permission from the School Principal to

conduct research at Mambajao National High School. Since the

participants of the study are minors, the author will also use prior

informed consent from their parents or guardians.

Chapter 4
 45

Presentation, Analysis and Interpretation of Data

This chapter will present the data to be gathered, analyzed and

interpreted.

Chapter 5
 46

Summary, Conclusions and Recommendations

This chapter will provide the summary, conclusions and

recommendations derived from the study.

References

Books
 47

Capagngan, Victoriano J. 2011. Factors Affecting the Reading

Comprehension Performance of the Second Year High School
Students of Tupsan National High School. CPSC Library.
Balbagon, Mambajao, Camiguin

Castolo, Jucel B. 2017. The Influence of Social Networking on the

Academic Performance among Students of Tupsan National High
School. CPSC Library. Balbagon, Mambajao, Camiguin

Romero, Fleudiza D. 2013. Reading Comprehension Abilities of Senior

Students in Eulalio U. Pabillore National High School. CPSC
Library. Balbagon, Mambajao, Camiguin

Sonsona, Ramir Philip Jones V. 2017. The Media’s Influence to the

Millenials: Retrospecting Academic Performance and Media
Exposure. Mindanao University of Science and Technology,
Cagayan de Oro City, Philippines

Journals

Caper, Clarissa B. 2014. The Importance of Reading in Improving

Performance Level. The Modern Teacher (September Issue).
Manila Philippines

Custodio, Lorna P. 2015. Reading Comprehension: Pathway to a Better

Understanding. The Modern Teacher (November Issue). Manila
Philippines

Espinoza, Fernando P.2008. Effects of Television on the Child’s Brain.

The Modern Teacher, The Grade School, Inc., Manila

Mutia, Danilo M. 2008. NCCT to the Rescue. The Modern Teacher. The
Grade School, Inc., Manila
Obmina, Luz Casareo.2008.The Modern Teacher: Our Cover.The
Grade School, Inc., Manila

Roxas,Victoria S.2008.Media and the Filipino Child/Youth (The Modern

Teacher). Colegio de San Pedro, San Pedro, Laguna.
Ureta, Jay V.2008. Relationship of Television and Obesity in Children.
The Modern Teacher, The Grade School, Icn.,Manila

Ventura, Dolor A.2008. Television Viewing: Useful or Harmful?. The

Modern Teacher, The Grade School, Inc., Manila.
 48

Websites

Acheau, Micheal. 2014. Reading Habits Among Students and its Effect
on Academic Performance: A Study of Students of Koforidua
Polytechnic. https://digitalcommons.unl.edu/cgi/viewcontent.
cgi?article=2908&context

Blickenstaff, Jennifer, Ellie Hallquist and Kandi Kopel.2013. The Effects

of Reading Strategies in Comprehension for Elementary Age
Learners. St. Catherine University, St. Paul, Minnesota.
http://sophia.stkate.edu/maed

Canadian Pediatric Society, 2204 Walkley Road, Suite 100, Ottawa,

Ontario K1G 4G8. Telephone 613-526-9397, fax 613-526-
3332, Web sites www.cps.ca, www.caringforkids.cps.ca

Chakravarty,C. 11 Positive and Negative influences of Media on

Teenagers.www.momjunction.com

Cochrane, Kirsty.2008. Teaching Reading-An Action research Model.

www.alea.edu.au

Igbokwe,J.C. & Obidike,N.A. Influence of Electronic Media on Reading

Ability of School Children.www.webpages.uidaho.edu

Kucukoglu, Hulya.2012.Improving Reading Skills through Effective

Reading Strategies.Hacettepe University, Ankara,
Turkey.www.sciencedirect.com

Luo, Jian-ping.2013.Improvement of Reading Comprehension of CET4.

Guangdong University of Petrochemical Technology,
China.http://dx.doi.org

Marzuki, Nadia Syafikah Binti.2014.Mass Media Affect Children in Their

Performance.https://www.slideshare.net/

Ocharo and Karani.2015.Effects of Mass Media on the Academic

Development of Children in Primary Schools in
Kenya.www.noveltyjournals.com

Samim, D.2006.Mass Media Exposure.abcnews.go.com

 49

Sharif, Iman, Thomas A. Wills, and James D. Sargent.2010. Effect of

Visual Media Use in School Performance: A Prospective
Study.https://www.ncbi.nlm.nih.gov/pmc

Tabares, May Nectar Cyrill L. 2014. Mass Media Exposure and Reading
Proficiency of Students in Diploma in Agricultural Technology.
https://ejournals.ph/article.php?id=2376

Turklymaz.2015.The Effect of Mass Media on Attitude toward

Reading.https://www.researchgate.net/publication/275634747

Ullah, Shakir, et. al. 2014. The Impact of Electronic Media on Academic
Performance of Female Student. United Kingdom.
http://ijecm.co.uk/

Verma, D.S.2007. Media and Communication Management.Pear Books,

Daryaganj, New Delhi, XI/3834, Shanti Niketan, IInd Floor,
Pataudi House Road, Daryaganj, New Delhi.110002

Appendix

SURVEY QUESTIONNAIRE

Dear Participants,
 50

Please answer the survey honestly. Rest assured that all

information except those needed in the study will be treated with utmost

confidentiality.

Thank you.

The Researcher

I. Please check the appropriate box.

Name (Optional): __________________________

Sex: ( ) Male ( ) Female

Family Monthly Income:

( ) Less than Php5, 000.00 ( ) Php15, 001 - 20, 000.00

( ) Php5, 001.00 - 10, 000.00 ( ) Php20, 001.00 - 25, 000.00

( ) Php10, 001.00 - 15, 000.00 ( ) Php25, 001.00 and above

Parent Educational Attainment:

Father Mother

Elementary Level: () ()

Elementary Graduate: () ()

High School Level: () ()

High School Graduate: () ()

College Level: () ()

College Graduate: () ()

II. Direction: Please check the column that best correspond to your

perception regarding the question below.

 How much are you exposed to the following mass media?

 51

Very Much Exposed - 4 Rarely Exposed - 2

Moderately Exposed - 3 Not Exposed - 1

Mass Media VM M R N EXPERT VALIDATION

E E E E
RETAIN REVISE DELETE
(3) (2) (1)
1) Print Media
newspapers
magazines
booklets and brochures
billboards
books
2) Electronic Media
television
radio
teleradyo
3) New Age Media
mobile phones
computers
internet
electronic books

Others: Please specify _____________________________

________________________________
EXPERT’S NAME & SIGNATURE

Republic of the Philippines

Commission on Higher Education
Camiguin Polytechnic State College
Balbagon, Mambajao, Camiguin
 52

August 20, 2018

_______________________________
_______________________________
_______________________________
_______________________________

Sir/Ma’am:

Greetings!

The undersigned will conduct a survey to Grade 10 students of

Mambajao National High School for her research entitled “EXPOSURE TO
MASS MEDIA AND ITS EFFECT ON THE READING PERFORMANCE OF
STUDENTS” for SY 2018-2019. This is the final requirements for the
degree of Master of Arts in Education.

In line with this, she would like to ask your approval to be one of
the experts to validate her questionnaire.

Thank you very much for your support and favorable action in this
regard.

Respectfully yours,

JASMINE A. PERAS
Researcher

Noted by:

VICTORIA C. RITARDO, Ed.D.

Adviser

Republic of the Philippines

Commission on Higher Education
Camiguin Polytechnic State College
Balbagon, Mambajao, Camiguin
 53

August 20, 2018

LIEZL A. OCLARIT
Secondary School Principal I
Mambajao National High School
Balintawak St., Mambajao, Camiguin

Ma’am:

Greetings!
The undersigned would like to request your consent to conduct a
survey to Grade 10 students in your school for her research entitled
“EXPOSURE TO MASS MEDIA AND ITS EFFECT ON THE READING
PERFORMANCE OF STUDENTS” for SY 2018-2019. This is the final
requirements for the degree of Master of Arts in Education. She would
also like to ask permission to go to Yumbing National High School for her
reliability test to be conducted there.
It is hope that she can contribute to the educational thrust
through the findings of her study.
She guarantees that the individual responses of each participant
will be treated with utmost confidentiality and trust and will not affect
the school.
Thank you very much for your support and favorable action.

Respectfully yours,

JASMINE A. PERAS
Researcher

Noted by:

VICTORIA C. RITARDO, Ed.D.

Adviser

Approved:

LIEZL A. OCLARIT
Secondary School Principal I
Republic of the Philippines
Commission on Higher Education
Camiguin Polytechnic State College
Balbagon, Mambajao, Camiguin
 54

August 22, 2018

Mr. & Ms. _______________________

__________________________________

Sir/Ma’am:

Greetings!

The undersigned will conduct a survey among Grade 10 students

in Mambajao National High School for her research entitled “EXPOSURE
TO MASS MEDIA AND ITS EFFECT ON THE READING PERFORMANCE
OF STUDENTS” for SY 2018-2019. In connection with this, she would
like to ask your consent to allow your son/daughter answers the survey.

Hoping for your kind consideration and approval.

Thank you very much.

Respectfully yours,

JASMINE A. PERAS
Researcher

Noted by:

VICTORIA C. RITARDO, Ed.D.

Adviser

Approved:

____________________________
Parent’s Name & Signature