Mass Media Exposure of College Students in the University of Northern Philippines

Abstract

The study endeavored to look into the mass media exposure of College Students in the University of Northern Philippines. Randomly selected students from the various academic units (Colleges/Institutes), totalling to 1,287, which is 25% of the total student population of the University of Northern Philippines, were the respondents. These respondents had much access to newspapers and magazines in the same manner to television and radio. Typically, college students attempt to read although there has been an increased frequency exposure of these students to English newspapers. Such tendency has been the greatest weakness among UNP college students in general. Findings revealed an insignificant relationship between sex and such dependent variables like frequency of exposure to Ilocano and English newspapers and choice of mass media channel. The responsents' year level and degree programs did not affect the exposure of students to Ilocano and English newspapers. The weighted average grades of the respondents which were affected by their grades were dependent on their choice of the subject or topic/program on the radio but were independent on the television programs.