Mtv Research Paper
CHAPTER 1
THE PROBLEM, BACKGROUND AND RATIONALE
INTRODUCTION In our generation today, "music television or MTV" has gained considerable audience in the music and television industry. During the last two decades since its conception in 1981, MTV channel has dramatically increased its share of viewers. Before MTV, music was just for the ears, only to be heard it did not matter what the artists look like just as long as they sounded good. But the emergence of MTV changed the concept of "talent, to be "talented". First one must perform well, sound good and most importantly, look great. Nowadays, MTV has not just become part of TV programming. It has become the format of several TV stations and has become big business through music videos. …show more content…
They have become part of reality shows, community service shows, etc. And because of that, today's young people are increasingly becoming early adopters of MTV. One TV channels the carries mainly music video is the MTV Channel both on local and Cable TV. They watch the MTV channel for entertainment, news, general information, or just plain ambience.
There are good and bad aspects of music videos or MTV. If, there are positive and negative sides why do young people enjoy watching MTV?
Something draws young people to it. The researcher decided to make a study regarding MTV to find out the reasons of the college students for watching it. STATEMENT OF THE PROBLEM Why do the selected Communication Arts students of Angelicum College watch MTV channel?
OBJECTIVES OF THE STUDY
1. To describe the selected Communication Arts students of Angelicum College.
2. To know the TV viewing habits of the selected Communication Arts students of Angelicum College related to MTV channel.
3. To determine why the selected Communication Arts students of Angelicum College watch MTV channel.
THEORETICAL FRAMEWORK This study is based on two Mass Communication Theories: Cultivation Theory and Uses and Gratification Theory. Cultivation Theory This theory will serve as one of my bases for my study.
Cultivation theory was developed by George Gerbner. Because television has become the main source of story telling in today's society, he studied the audience's life with television, its effects and the television viewers themselves. According to George Gerbner, Cultivation theory claims that television cultivates, or promotes, which a viewer nonetheless assumes reflects real life. And he and his colleagues stated that "Television is a centralized system of story telling Television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources Television has become the primary common source of socialization and everyday information (mostly in the form of entertainment) of an otherwise heterogeneous population. (Wood, 1997, p. 291) Gerbner's assessments for those who watch television four hours or more a day are labeled "heavy television viewers", where in they are the ones who are experiencing "mean world syndrome". Mean World Syndrome is the belief that the world is a dangerous place, full of selfish, mean people who cannot be trusted and who are likely to harm us. By these, the researcher understands that it is us, the television viewers, who decide whether we are affected by media violence or not. Uses and Gratification
Theory Uses and Gratification Theory was developed by Jay G. Blumler and Elihu Katz. This theory is about their study of the media users that play an active role in choosing and using the media. According to Blumler and Katz, there is no merely one way that the populace uses media. Instead, they believe there are as many reasons for using the media, as there are media users. Blumler and Katz's values are clearly seen by the fact that they believe that media consumers can choose the influence media has on them as well the idea that users choose media alternatives merely as a means to an end.
[http://www.uky.edu/~drlane/capstone/mass/usesandgratification.htm]
Based on what the researcher understood, this theory shows how useful is the media to the media users. It also gives the media users alternate choices to satisfy their needs. They have a free will to decide how they will use the media and how these will affect them. The variables in this study are the source, and the receiver. The arrows connecting the source to the receiver represent the exchange and interaction of the message, and vice versa. In this two-way communication, the receiver will be aware of the reasons for watching MTV.
CONCEPTUAL FRAMEWORK In this study, the source will be MTV Channel, while the receivers are the selected Communication Arts students of Angelicum College. The message represents the programs that the students watch on MTV Channel. And the study will find out the reasons of the students for watching MTV channel.
OPERATIONAL FRAMEWORK MTV is the source. The selected Communication Arts students (preferably teenagers) of Angelicum College will be asked about their age. Their gender and hobbies will also be determined. The focus of the study is why they watch MTV Channel. The categories for the reasons will be:
- For entertainment
- To know the latest songs
- To make me sleep
- To watch my favorite VJs
- To forget my problems
- To feel I am not alone
- To dream
SIGNIFICANCE OF THE STUDY
This study is important especially for the young people because they are the ones who usually enjoys watching television particularly MTV Channel.
This study is beneficial for the parents because they will be aware of what kind of program their children are watching. The researcher believes that children nowadays must be guided by their parents as they watch any kind of program. The topic of this research is important to be studied because television programs now show violence and crimes.
This study is beneficial for the program producers because they can make their programs more interesting, educational and more entertaining. The researcher aims to make the program producers are aware who their viewers are.
SCOPE AND LIMITATIONS The scope of this study is music television or MTV. The research covers the aspects of television viewing by young people and their TV viewing habits related to music TV and the MTV Channel. The study also covers the students' response regarding the programs on MTV Channel. This study focuses on why young people who enjoy watching the MTV Channel. The study does not cover MTV's reality shows that tackle such issues as crimes, STD's, drugs. It focuses mainly on MTV as "music television" that shows music videos. This study was conducted from 1st to 2nd semester of school year 2005-2006.
DEFINITION OF TERMS
AMBIENCE An environment or its distinct atmosphere.
HEAVY TELEVISION VIEWERS They are the ones who watch television four hours or more in a day.
MEAN WORLD SYNDROME - It is the belief that the world is a dangerous place, full of selfish, mean people who cannot be trusted and who are likely to harm us.
MTV- Music Television
MTV Channel Music Television Channel; A network originally conceptualized to play music videos as promotions for artists to boost record sales.
MUSIC An arrangement of tones that has rhythm and melody
REASON An explanation or justification of an act, idea, etc.
TEENAGERS Postadolescent humans usually classified between 15 19 yrs old. Generally rebellious in nature, prejudiced, often easily influenced by outside forces.
TELEVISION The practice or science of transmitting scenes or views by means of radio waves or sometimes by wire.
CHAPTER 2 REVIEW OF RELATED LITERATURE
The researcher gathered information from the Internet, magazines and newspapers which are somehow related to the study.
MUSIC TELEVISION
Who watches MTV? When we asked a worker at MTV (who really did not want us to bother her) she said they targeted 18-24 year olds. An important distinction must be made between the targeted audience and the actual audience. When you are trying to be hip (is hip still hip?) this is the age group to target because the perception that MTV is an 18-24 station will draw other age groups. Most of us lived our glory days during this time. It is the late high school, college days. MTV targets 18-24 year olds because, " younger teenagers aspire to be like them, as do people in their late 20's and early 30's who want to stay hip" 1
MTV involves people in this age group more often then any other group. Most of their shows, such as the Real World and Singled Out, star or have participants who are in their target group. MTV researches to see what this age group thinks. Aside from just regular polls and studies, MTV sends people to "dig through the dorms, closets, and CD collections of 18- to 24-year-olds." 2 MTV knows its target audience.
___________________________
1 Gunther, Marc (1997). "This Gang Controls Your Kids' Brains." Fortune Magazine, 10/27/97
This targeting of 18 to 24 year olds has got MTV in trouble in the past year. In saying that this is their target group MTV admits that a large chunk of its audience is below the legal drinking age of 21. Yet, no less then a year ago MTV had many advertisements for alcoholic beverages. 3 Presently we have not found any beer commercials. This is not because MTV suddenly got a conscience about selling beer to under age drinkers; it is because of pressure from the government on the beer companies to stop advertising on MTV.
In 1996 Miller Brewing Co. spent 2 million dollars advertising on MTV while Anheuser-Busch spent 1 million. Both companies have left MTV and switched over to advertising on VH1, the older version of MTV, but will be spending a lot less money then before. 4
A study was done by Advertising Age; a magazine devoted to advertisements, to see how many beer ads were on MTV during the week of 9/1/96 - 9/7/1996 before 10:00pm. The study found 40 beer advertisements. Nielsen Media Research showed that on all these nights at least half the audience was under 21. 5
___________________________
2 Gunther, Marc (1997). "This Gang Controls Your Kids' Brains." Fortune Magazine, October 27, 1997
3 Ross, Chuck and Teinowitz, Ira (1997). "Beer ads had wide underage reach on MTV." Advertising Age, January 6, 1997
4 Teinowitz, Ira (1997). "FTC beer ad probe expands to Miller, A-B..." Advertising Age, April 7, 1997
As stated before, these companies no longer advertise on the station, but this is a clear sign that MTV knows that others beside 18-24 year olds are watching. Many of the products being sold are not for the audience of 18 year olds or the younger groups wanting to be like 18-24 year olds. Undoubtedly, MTV has a very large audience from their target group, but they also draw other age groups surrounding the target.
SYNTHESIS
Nielsen Media Research showed that half of the audiences of MTV are under the age of 21. This could be used by the researcher as a gathered data to be able to know the audience of MTV.
A data gathered about MTV's audience from Fortune magazine. One of MTV's workers said that they are targeting 18-24 year olds. This is the age group to target because the perception that MTV is an 18-24 station will draw other age group. This data can help the researcher in her study to know the target audiences of MTV.
Advertising Age, a magazine which is focusing on advertisements, studied how many beer ads MTV are advertising. The study found 40 beer advertisements during a week of
___________________________
5Teinowitz, Ira (1997). "Miller Joins the Exodus of Beer ads on MTV." Advertising Age, 5/26/97.
observation. But presently, they do not find beer commercials anymore. The government pressured beer companies not to advertise beer ads on MTV. It is because MTV's viewers are mostly below the legal drinking age of 21. The researcher could add this as part of her study to know the difference of the behavioral impact on the viewers who watched MTV with beer ads and those who tune in without the beer ads.
The researcher could also use this study to back up her theories. Wherein the Cultivation Theory shows the real story behind the audiences' life with television. And the audiences' active role in choosing and using television and other media is the Uses and Gratification Theory.
CHAPTER 3 RESEARCH DESIGN AND METHOD
In this chapter, the researcher tackles about the research design and research method. The researcher also discusses the research sample, research procedure and instrument. The statistical treatment of the study is also included.
RESEARCH DESIGN
This study attempts to picture a current situation, that is, to know the reasons of the selected Communication Arts students' enjoyment in watching MTV. Therefore, the researcher used the descriptive design.
RESEARCH METHOD
The researcher used the survey method in this study. To be able to gather needed information a questionnaire was used.
RESEARCH SAMPLE
In the survey research, the sampling frame is the selected Communication Arts students who watch MTV Channel. Purposive Sampling is the sampling method to be used.
The sampling unit is the Communication Arts Department of Angelicum College of Quezon City. The sampling size is 30 respondents. The sampling locale is M.J. Cuenco in Quezon City.
The samples were chosen if they met all the qualifications needed. They are qualified if they are teenagers, if they watch television, if they watch MTV Channel, and if they are Communication Arts students of any year level. The sampling method used was accidental sampling.
RESEARCH PROCEDURE
The researcher determined the number of respondents after constructing a questionnaire. The researcher inquired on the available Communication Arts students who watch MTV. Then the researcher got the 30 respondents available at the time of the survey and gave them the questionnaire to be filled up. After they have completely answered, the researcher got the questionnaires back and started to tabulate the results of the survey.
RESEARCH INSTRUMENT
The instrument is a 3-page questionnaire dealing with the MTV Channel. The questionnaire consists of purely close-ended questions to provide greater uniformity of responses and for the researcher to quantify the answers easily. The questionnaire has 3 parts. The first part includes the personal information of the respondent, which includes Age, Gender, and Hobbies. The second part deals with the viewing habits of the respondent, particularly related to Music Television or MTV Channel.
The third part dealt with their reasons for watching MTV Channel. The categories were enumerated on the questionnaire. The scaling of the answers include: All the time, Often, Sometimes, Once in a while, and Never. STATISTICAL TREATMENT OF THE STUDY The researcher tabulate the answers for each question to be able to analyze the data. The researcher used the percentage formula to get the percentage distribution on the profile and viewing habits of the respondents. The researcher also measured the reasons for watching MTV Channel by using the weighted mean formula.
The formulas used for the computation of percentage are given below:
f
% = x 100 N
where:
% - percentage of the results f total number of frequency
N total number of respondents
The formula used for the computing the weighted mean is as follows:
wf Ówx wx = Average wx = f n
where: Scaling: wf weighted frequency (5) All the Time f total number of frequency (4) Often wx weighted mean (3) Sometimes n total number of items/categories (2) Once in a while (1) Never
CHAPTER 4
PRESENTATION, ANALYSIS AND INTERPRETATION
In this chapter, the researcher discusses the results, analysis and the interpretation of the survey conducted at Angelicum College of Quezon City. The presentation of the data is based on the order of the objectives of the study.
OBJECTIVE 1: To describe the selected Communication Arts students of Angelicum College.
Table 1 shows the age and gender of the respondents. There is only 1 respondent who is 16 years old. Twenty-eight percent (28%) of the respondents are 19 years old, of whom three are male and eight are female. The 20 years old respondents are comprised of 6 respondents who make fifteen percent (15%) of the total number of persons surveyed Three of them are the male and the other three are female. Twenty percent (20%) of the respondents are 21 years old, of whom two are male respondents and six are female. The 22 years old respondents make twelve percent (12%) of the total respondents. Five percent (5%) are male and eight percent (8%) are female. Eight percent (8%) of the respondents are 17 years old, who are all female. Fifteen percent (15%) of the respondents are 18 years old, where, one of them is a male and five are female.
Based on this table, the biggest numbers of the respondents who watch MTV are 19 years old. Majority of the respondents who watch MTV are female. TABLE 1
Frequency and Percentage Distribution of Age and Gender of Respondent Students
Table 2 shows the hobbies of the respondents. Seventeen percent (17%) of the respondents watch television. Fifteen percent (15%) of them answered they like listening to radio. The respondents also enjoy reading which ranks third in the hobbies having ten percent (10%). Four percent (4%) answered they like to sing. Six percent (6%) are for basketball and an equal percentage of five percent (5%) are for dancing and watching movies. The respondents who like eating and studying comprise four percent (4%).
Malling/ shopping and playing PS2/ computer games got three percent (3%). And the remaining one percent (1%) is for the respondents' answer on ballet, playing guitar, texting, sleeping, theatre, drawing, friends, cars or they just prefer to stay at home.
Based on the results, the biggest number of the respondents enjoys watching television.
TABLE 2 Frequency and Percentage Distribution of Respondents Hobbies
* Percentage is not equal to 100% due to multiple responses
Objective 2: To know the TV viewing habits of the selected Communication Arts students of Angelicum College related to MTV Channel.
Table 3 shows the total number of respondents who have television sets. One hundred percent (100%) of the respondents answered that they have television sets at home.
Based on the table, all of the respondents have television sets in their home.
TABLE 3
Frequency and Percentage Distribution of Respondents Who Have Television Sets
Table 4 shows who among the respondents have the MTV channel on their television sets. Ninety-two percent (92%) answered that they have MTV channel and eight percent (8%) have no MTV channel on their TV sets.
Based on the table, a big majority of the respondents can get the MTV channel on their TV sets.
TABLE 4
Frequency and Percentage Distribution of Respondents Who have MTV Channel
Table 5 shows the program the respondents usually prefer on the MTV Channel. Sixty-nine percent (69%) answered they watch music videos and twenty-nine percent (29%) said they watch reality shows. Two percent (2%) prefer to watch Jackass, MTV Cribs, Punk'd etc.
Based on the results, most of the respondents like to watch music videos on MTV Channel.
TABLE 5
Frequency and Percentage Distribution of Programs Respondents Prefer on MTV
Table 6 shows the number of hours the respondents watch television. Forty-eight percent (48%) of the respondents answered they watch television at least 1-3 hours. Forty-two percent (42%) watch for 4-6 hours. Ten percent (10%) of the respondents answered others, which indicated answers of less than an hour and more than 9 hours.
Based on the table, more respondents watch television for 1 to 3 hours than those who watch 4 to 6 hours.
The results show that there are more respondents who are not heavy television viewers than those who are heavy television viewers. The difference in percentage, however, is little. According to George Gerbner, viewers who watch TV at least 4 hours a day are heavy TV viewers.
TABLE 6
Frequency and Percentage Distribution of the Number of Hours the Respondents Watch TV
Table 7 shows the length of time the respondents tune in to MTV. Seventy-three percent (73%) of the respondents tune in for 1-3 hours. Twelve percent (12%) of them tune in for 4-6 hours. Those who indicated other choices answered less than an hour and 30 minutes.
Based on the results, a big majority of the respondents tune in to MTV channel for 1-3 hours.
TABLE 7
Frequency and Percentage Distribution of the Length of Time the Respondents tune in to MTV Channel
Table 8 presents the shows on MTV regularly watched by the respondents. Sixty-nine percent (69%) of the respondents regularly watch music videos and twenty-four percent (24%) regularly watch reality shows. And the remaining seven percent (7%) regularly watch Cribs, Punk'd, etc.
Based on the table, majority of the respondents regularly watch music videos on MTV channel.
TABLE 8
Frequency and Percentage Distribution on the Regular Shows the Respondents watch on MTV Channel
Table 9 shows the respondents' answers on watching other music channel. Ninety-eight percent (98%) watch other music channels and two percent (2%) watch only MTV.
Based on the table, a big majority of the respondents watch other music channels besides MTV.
TABLE 9
Frequency and Percentage Distribution of the Respondents Who Watch Other Music Channel
Table 10 shows the channel the respondents watch other than MTV. Seventy-six percent (76%) of the respondents watch Myx while Channel V got seventeen percent (17%). Under others which account for seven percent (7%) of the respondents gave answers like Channel 5, 7 and Club TV.
Based on the table, Myx is the next channel to MTV usually watched by a big majority of the respondents.
TABLE 10
Frequency and Percentage Distribution of the Respondents Choice of Music Channels
Table 11 shows the station on which the respondents watch MTV. Seventy-three percent (73%) of the respondents watch MTV on Cable and twenty-seven percent (27%) on the local station.
Based on the table, majority of the respondents watch MTV on cable.
TABLE 11
Frequency and Percentage Distribution of Type of Station the Respondents watch MTV
Table 12 shows the respondents' awareness on top ten videos currently aired on MTV. Forty-five percent (45%) of the respondents are aware of the top ten videos. And fifty-five percent (55%) of them are not aware.
Based on the table, majority of the respondents are not aware of the top ten videos currently aired on MTV.
TABLE 12
Frequency and Percentage Distribution of Respondents Awareness on Top Ten videos on MTV
Table 13 shows the frequency distribution of respondents who try to imitate what they see on the MTV channel. Thirty-eight percent (38%) of the respondents said they imitate things/actions they see on MTV. And sixty-two percent (62%) of them do not imitate things/actions they see on MTV. Based on the results, majority of the respondents do not try to imitate things/actions they see on MTV.
TABLE 13
Frequency and Percentage Distribution of Whether or Not the Respondents Imitate What they see on MTV
Objective 3: To determine why the selected Communication Arts students of Angelicum College watch MTV Channel.
Table 14 presents the reasons of the respondents for watching MTV. First in rank is the answer "for pure entertainment" which has a weighted mean of 4.18, which implies that respondents "all the time" watch MTV for pure entertainment.
The second in rank is the reason "to know the latest songs" which has a weighted mean of 3. 65, which implies that respondents "all the time" watch MTV to know the latest songs.
Ranking third is the reason "to know the latest singers/groups" which has a weighted mean of 3.45, which implies that respondents "all the time" watch MTV to know the latest singers/groups.
Fourth in rank is the reason "to be able to identify with the singers/stars on TV" which has a weighted mean of 3.28, which implies that respondents "all the time" watch MTV to be able to identify with the stars/singers on TV.
Fifth in rank is the reason "to make me sleep" which has a weighted mean of 2.48, which implies that respondents "often" watch MTV to make them sleep.
The sixth in rank is the reason "to make me feel I'm not alone" which has a weighted mean of 2.45, which implies that respondents "all the time" watch MTV to make them feel they are not alone.
Ranking seventh is the reason "to watch for my favorite VJs" which has a weighted mean of 2.33, which implies that respondents "sometimes" watch MTV to watch for their favorite VJs.
The eighth rank is the reason "to forget my problems" which has a weighted mean of 2.25, which implies that respondents "sometimes" watch MTV to forget their problems.
Ninth in rank is the reason "to make me dream/fantasize" which has a weighted mean of 2.2, which implies that respondents "sometimes" watch MTV to make them dream or fantasize.
The last in ranking, is the answer "others" which has a weighted mean of 0.58, which implies that respondents " all the time" watch MTV for other reasons like it is their past time, to make them feel better or to make them updated of what's happening in the music scene.
The average weighted mean is 2.69. It implies on the whole that the respondents "sometimes" watch MTV channel to be able to identify with the singers on television.
TABLE 14
The Reasons of the selected students of Angelicum College for watching MTV
CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATIONS
In this chapter, the researcher discusses the summary of the study, the conclusion based on the results of the survey and the recommendations of the study as well. The summary is given according to the objectives of the study.
SUMMARY
OBJECTIVE 1: To describe the selected Communication Arts students of Angelicum College.
1. Most of the respondents are in the age bracket of 18-22 years old.
2. Most of the respondents are in the age of 19 years old, getting a total percentage of twenty-eight percent (28%).
3. Majority of the respondents are female.
4. Of the respondents' hobbies, the highest among them is watching television.
Objective 2: To know the TV viewing habits of the selected Communication Arts students of Angelicum College related to MTV Channel.
1. Majority of the respondents have television sets at home.
2. There are more respondents who are not heavy television viewers than the heavy TV viewers.
3. Majority of the respondents watch MTV for 1-3 hours a day.
4. Majority of the respondents regularly watch music video rather than reality shows on MTV.
5. Majority of the respondents watch MTV on Cable.
6. Majority of the respondents watch Myx besides MTV.
7. Majority of the respondents are not aware of the top ten videos currently aired on MTV.
8. Majority of the respondents never tried imitating things/actions they saw on MTV.
Objective 3: To determine why the selected Communication Arts students of Angelicum College watch MTV Channel.
1. The first reason why respondents regularly watch MTV is to be entertained, followed by the reasons to know the latest songs, and the singers, to identify with the stars and singers on TV and to make them feel they are not alone.
2. The other reasons why they often watch MTV Channel is to make them sleep.
3. They sometimes watch for their favorite VJs, to forget their problems and to make them dream or fantasize.
CONCLUSION
The researcher discovered that majority of the respondents watch MTV Channel for pure entertainment. A big number of respondents are female. The highest among the respondents' hobbies is watching television. Based on the answers of the respondents, the researcher noticed that majority of them are heavy television viewers. As for the study, MTV has become a part of the viewing habits of these college students. RECOMMENDATIONS The researcher would like to recommend to the future Communication Arts researchers to do further studies regarding MTV and its positive and/or negative effects on the youth in different sectors of society. Finally, the researcher would like to recommend a study on the present MTV viewers as well as on the future MTV viewers and the effects of music video on the youth's psychological, social, and moral lives.
THE PROBLEM, BACKGROUND AND RATIONALE
INTRODUCTION In our generation today, "music television or MTV" has gained considerable audience in the music and television industry. During the last two decades since its conception in 1981, MTV channel has dramatically increased its share of viewers. Before MTV, music was just for the ears, only to be heard it did not matter what the artists look like just as long as they sounded good. But the emergence of MTV changed the concept of "talent, to be "talented". First one must perform well, sound good and most importantly, look great. Nowadays, MTV has not just become part of TV programming. It has become the format of several TV stations and has become big business through music videos. …show more content…
They have become part of reality shows, community service shows, etc. And because of that, today's young people are increasingly becoming early adopters of MTV. One TV channels the carries mainly music video is the MTV Channel both on local and Cable TV. They watch the MTV channel for entertainment, news, general information, or just plain ambience.
There are good and bad aspects of music videos or MTV. If, there are positive and negative sides why do young people enjoy watching MTV?
Something draws young people to it. The researcher decided to make a study regarding MTV to find out the reasons of the college students for watching it. STATEMENT OF THE PROBLEM Why do the selected Communication Arts students of Angelicum College watch MTV channel?
OBJECTIVES OF THE STUDY
1. To describe the selected Communication Arts students of Angelicum College.
2. To know the TV viewing habits of the selected Communication Arts students of Angelicum College related to MTV channel.
3. To determine why the selected Communication Arts students of Angelicum College watch MTV channel.
THEORETICAL FRAMEWORK This study is based on two Mass Communication Theories: Cultivation Theory and Uses and Gratification Theory. Cultivation Theory This theory will serve as one of my bases for my study.
Cultivation theory was developed by George Gerbner. Because television has become the main source of story telling in today's society, he studied the audience's life with television, its effects and the television viewers themselves. According to George Gerbner, Cultivation theory claims that television cultivates, or promotes, which a viewer nonetheless assumes reflects real life. And he and his colleagues stated that "Television is a centralized system of story telling Television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources Television has become the primary common source of socialization and everyday information (mostly in the form of entertainment) of an otherwise heterogeneous population. (Wood, 1997, p. 291) Gerbner's assessments for those who watch television four hours or more a day are labeled "heavy television viewers", where in they are the ones who are experiencing "mean world syndrome". Mean World Syndrome is the belief that the world is a dangerous place, full of selfish, mean people who cannot be trusted and who are likely to harm us. By these, the researcher understands that it is us, the television viewers, who decide whether we are affected by media violence or not. Uses and Gratification
Theory Uses and Gratification Theory was developed by Jay G. Blumler and Elihu Katz. This theory is about their study of the media users that play an active role in choosing and using the media. According to Blumler and Katz, there is no merely one way that the populace uses media. Instead, they believe there are as many reasons for using the media, as there are media users. Blumler and Katz's values are clearly seen by the fact that they believe that media consumers can choose the influence media has on them as well the idea that users choose media alternatives merely as a means to an end.
[http://www.uky.edu/~drlane/capstone/mass/usesandgratification.htm]
Based on what the researcher understood, this theory shows how useful is the media to the media users. It also gives the media users alternate choices to satisfy their needs. They have a free will to decide how they will use the media and how these will affect them. The variables in this study are the source, and the receiver. The arrows connecting the source to the receiver represent the exchange and interaction of the message, and vice versa. In this two-way communication, the receiver will be aware of the reasons for watching MTV.
CONCEPTUAL FRAMEWORK In this study, the source will be MTV Channel, while the receivers are the selected Communication Arts students of Angelicum College. The message represents the programs that the students watch on MTV Channel. And the study will find out the reasons of the students for watching MTV channel.
OPERATIONAL FRAMEWORK MTV is the source. The selected Communication Arts students (preferably teenagers) of Angelicum College will be asked about their age. Their gender and hobbies will also be determined. The focus of the study is why they watch MTV Channel. The categories for the reasons will be:
- For entertainment
- To know the latest songs
- To make me sleep
- To watch my favorite VJs
- To forget my problems
- To feel I am not alone
- To dream
SIGNIFICANCE OF THE STUDY
This study is important especially for the young people because they are the ones who usually enjoys watching television particularly MTV Channel.
This study is beneficial for the parents because they will be aware of what kind of program their children are watching. The researcher believes that children nowadays must be guided by their parents as they watch any kind of program. The topic of this research is important to be studied because television programs now show violence and crimes.
This study is beneficial for the program producers because they can make their programs more interesting, educational and more entertaining. The researcher aims to make the program producers are aware who their viewers are.
SCOPE AND LIMITATIONS The scope of this study is music television or MTV. The research covers the aspects of television viewing by young people and their TV viewing habits related to music TV and the MTV Channel. The study also covers the students' response regarding the programs on MTV Channel. This study focuses on why young people who enjoy watching the MTV Channel. The study does not cover MTV's reality shows that tackle such issues as crimes, STD's, drugs. It focuses mainly on MTV as "music television" that shows music videos. This study was conducted from 1st to 2nd semester of school year 2005-2006.
DEFINITION OF TERMS
AMBIENCE An environment or its distinct atmosphere.
HEAVY TELEVISION VIEWERS They are the ones who watch television four hours or more in a day.
MEAN WORLD SYNDROME - It is the belief that the world is a dangerous place, full of selfish, mean people who cannot be trusted and who are likely to harm us.
MTV- Music Television
MTV Channel Music Television Channel; A network originally conceptualized to play music videos as promotions for artists to boost record sales.
MUSIC An arrangement of tones that has rhythm and melody
REASON An explanation or justification of an act, idea, etc.
TEENAGERS Postadolescent humans usually classified between 15 19 yrs old. Generally rebellious in nature, prejudiced, often easily influenced by outside forces.
TELEVISION The practice or science of transmitting scenes or views by means of radio waves or sometimes by wire.
CHAPTER 2 REVIEW OF RELATED LITERATURE
The researcher gathered information from the Internet, magazines and newspapers which are somehow related to the study.
MUSIC TELEVISION
Who watches MTV? When we asked a worker at MTV (who really did not want us to bother her) she said they targeted 18-24 year olds. An important distinction must be made between the targeted audience and the actual audience. When you are trying to be hip (is hip still hip?) this is the age group to target because the perception that MTV is an 18-24 station will draw other age groups. Most of us lived our glory days during this time. It is the late high school, college days. MTV targets 18-24 year olds because, " younger teenagers aspire to be like them, as do people in their late 20's and early 30's who want to stay hip" 1
MTV involves people in this age group more often then any other group. Most of their shows, such as the Real World and Singled Out, star or have participants who are in their target group. MTV researches to see what this age group thinks. Aside from just regular polls and studies, MTV sends people to "dig through the dorms, closets, and CD collections of 18- to 24-year-olds." 2 MTV knows its target audience.
___________________________
1 Gunther, Marc (1997). "This Gang Controls Your Kids' Brains." Fortune Magazine, 10/27/97
This targeting of 18 to 24 year olds has got MTV in trouble in the past year. In saying that this is their target group MTV admits that a large chunk of its audience is below the legal drinking age of 21. Yet, no less then a year ago MTV had many advertisements for alcoholic beverages. 3 Presently we have not found any beer commercials. This is not because MTV suddenly got a conscience about selling beer to under age drinkers; it is because of pressure from the government on the beer companies to stop advertising on MTV.
In 1996 Miller Brewing Co. spent 2 million dollars advertising on MTV while Anheuser-Busch spent 1 million. Both companies have left MTV and switched over to advertising on VH1, the older version of MTV, but will be spending a lot less money then before. 4
A study was done by Advertising Age; a magazine devoted to advertisements, to see how many beer ads were on MTV during the week of 9/1/96 - 9/7/1996 before 10:00pm. The study found 40 beer advertisements. Nielsen Media Research showed that on all these nights at least half the audience was under 21. 5
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2 Gunther, Marc (1997). "This Gang Controls Your Kids' Brains." Fortune Magazine, October 27, 1997
3 Ross, Chuck and Teinowitz, Ira (1997). "Beer ads had wide underage reach on MTV." Advertising Age, January 6, 1997
4 Teinowitz, Ira (1997). "FTC beer ad probe expands to Miller, A-B..." Advertising Age, April 7, 1997
As stated before, these companies no longer advertise on the station, but this is a clear sign that MTV knows that others beside 18-24 year olds are watching. Many of the products being sold are not for the audience of 18 year olds or the younger groups wanting to be like 18-24 year olds. Undoubtedly, MTV has a very large audience from their target group, but they also draw other age groups surrounding the target.
SYNTHESIS
Nielsen Media Research showed that half of the audiences of MTV are under the age of 21. This could be used by the researcher as a gathered data to be able to know the audience of MTV.
A data gathered about MTV's audience from Fortune magazine. One of MTV's workers said that they are targeting 18-24 year olds. This is the age group to target because the perception that MTV is an 18-24 station will draw other age group. This data can help the researcher in her study to know the target audiences of MTV.
Advertising Age, a magazine which is focusing on advertisements, studied how many beer ads MTV are advertising. The study found 40 beer advertisements during a week of
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5Teinowitz, Ira (1997). "Miller Joins the Exodus of Beer ads on MTV." Advertising Age, 5/26/97.
observation. But presently, they do not find beer commercials anymore. The government pressured beer companies not to advertise beer ads on MTV. It is because MTV's viewers are mostly below the legal drinking age of 21. The researcher could add this as part of her study to know the difference of the behavioral impact on the viewers who watched MTV with beer ads and those who tune in without the beer ads.
The researcher could also use this study to back up her theories. Wherein the Cultivation Theory shows the real story behind the audiences' life with television. And the audiences' active role in choosing and using television and other media is the Uses and Gratification Theory.
CHAPTER 3 RESEARCH DESIGN AND METHOD
In this chapter, the researcher tackles about the research design and research method. The researcher also discusses the research sample, research procedure and instrument. The statistical treatment of the study is also included.
RESEARCH DESIGN
This study attempts to picture a current situation, that is, to know the reasons of the selected Communication Arts students' enjoyment in watching MTV. Therefore, the researcher used the descriptive design.
RESEARCH METHOD
The researcher used the survey method in this study. To be able to gather needed information a questionnaire was used.
RESEARCH SAMPLE
In the survey research, the sampling frame is the selected Communication Arts students who watch MTV Channel. Purposive Sampling is the sampling method to be used.
The sampling unit is the Communication Arts Department of Angelicum College of Quezon City. The sampling size is 30 respondents. The sampling locale is M.J. Cuenco in Quezon City.
The samples were chosen if they met all the qualifications needed. They are qualified if they are teenagers, if they watch television, if they watch MTV Channel, and if they are Communication Arts students of any year level. The sampling method used was accidental sampling.
RESEARCH PROCEDURE
The researcher determined the number of respondents after constructing a questionnaire. The researcher inquired on the available Communication Arts students who watch MTV. Then the researcher got the 30 respondents available at the time of the survey and gave them the questionnaire to be filled up. After they have completely answered, the researcher got the questionnaires back and started to tabulate the results of the survey.
RESEARCH INSTRUMENT
The instrument is a 3-page questionnaire dealing with the MTV Channel. The questionnaire consists of purely close-ended questions to provide greater uniformity of responses and for the researcher to quantify the answers easily. The questionnaire has 3 parts. The first part includes the personal information of the respondent, which includes Age, Gender, and Hobbies. The second part deals with the viewing habits of the respondent, particularly related to Music Television or MTV Channel.
The third part dealt with their reasons for watching MTV Channel. The categories were enumerated on the questionnaire. The scaling of the answers include: All the time, Often, Sometimes, Once in a while, and Never. STATISTICAL TREATMENT OF THE STUDY The researcher tabulate the answers for each question to be able to analyze the data. The researcher used the percentage formula to get the percentage distribution on the profile and viewing habits of the respondents. The researcher also measured the reasons for watching MTV Channel by using the weighted mean formula.
The formulas used for the computation of percentage are given below:
f
% = x 100 N
where:
% - percentage of the results f total number of frequency
N total number of respondents
The formula used for the computing the weighted mean is as follows:
wf Ówx wx = Average wx = f n
where: Scaling: wf weighted frequency (5) All the Time f total number of frequency (4) Often wx weighted mean (3) Sometimes n total number of items/categories (2) Once in a while (1) Never
CHAPTER 4
PRESENTATION, ANALYSIS AND INTERPRETATION
In this chapter, the researcher discusses the results, analysis and the interpretation of the survey conducted at Angelicum College of Quezon City. The presentation of the data is based on the order of the objectives of the study.
OBJECTIVE 1: To describe the selected Communication Arts students of Angelicum College.
Table 1 shows the age and gender of the respondents. There is only 1 respondent who is 16 years old. Twenty-eight percent (28%) of the respondents are 19 years old, of whom three are male and eight are female. The 20 years old respondents are comprised of 6 respondents who make fifteen percent (15%) of the total number of persons surveyed Three of them are the male and the other three are female. Twenty percent (20%) of the respondents are 21 years old, of whom two are male respondents and six are female. The 22 years old respondents make twelve percent (12%) of the total respondents. Five percent (5%) are male and eight percent (8%) are female. Eight percent (8%) of the respondents are 17 years old, who are all female. Fifteen percent (15%) of the respondents are 18 years old, where, one of them is a male and five are female.
Based on this table, the biggest numbers of the respondents who watch MTV are 19 years old. Majority of the respondents who watch MTV are female. TABLE 1
Frequency and Percentage Distribution of Age and Gender of Respondent Students
Table 2 shows the hobbies of the respondents. Seventeen percent (17%) of the respondents watch television. Fifteen percent (15%) of them answered they like listening to radio. The respondents also enjoy reading which ranks third in the hobbies having ten percent (10%). Four percent (4%) answered they like to sing. Six percent (6%) are for basketball and an equal percentage of five percent (5%) are for dancing and watching movies. The respondents who like eating and studying comprise four percent (4%).
Malling/ shopping and playing PS2/ computer games got three percent (3%). And the remaining one percent (1%) is for the respondents' answer on ballet, playing guitar, texting, sleeping, theatre, drawing, friends, cars or they just prefer to stay at home.
Based on the results, the biggest number of the respondents enjoys watching television.
TABLE 2 Frequency and Percentage Distribution of Respondents Hobbies
* Percentage is not equal to 100% due to multiple responses
Objective 2: To know the TV viewing habits of the selected Communication Arts students of Angelicum College related to MTV Channel.
Table 3 shows the total number of respondents who have television sets. One hundred percent (100%) of the respondents answered that they have television sets at home.
Based on the table, all of the respondents have television sets in their home.
TABLE 3
Frequency and Percentage Distribution of Respondents Who Have Television Sets
Table 4 shows who among the respondents have the MTV channel on their television sets. Ninety-two percent (92%) answered that they have MTV channel and eight percent (8%) have no MTV channel on their TV sets.
Based on the table, a big majority of the respondents can get the MTV channel on their TV sets.
TABLE 4
Frequency and Percentage Distribution of Respondents Who have MTV Channel
Table 5 shows the program the respondents usually prefer on the MTV Channel. Sixty-nine percent (69%) answered they watch music videos and twenty-nine percent (29%) said they watch reality shows. Two percent (2%) prefer to watch Jackass, MTV Cribs, Punk'd etc.
Based on the results, most of the respondents like to watch music videos on MTV Channel.
TABLE 5
Frequency and Percentage Distribution of Programs Respondents Prefer on MTV
Table 6 shows the number of hours the respondents watch television. Forty-eight percent (48%) of the respondents answered they watch television at least 1-3 hours. Forty-two percent (42%) watch for 4-6 hours. Ten percent (10%) of the respondents answered others, which indicated answers of less than an hour and more than 9 hours.
Based on the table, more respondents watch television for 1 to 3 hours than those who watch 4 to 6 hours.
The results show that there are more respondents who are not heavy television viewers than those who are heavy television viewers. The difference in percentage, however, is little. According to George Gerbner, viewers who watch TV at least 4 hours a day are heavy TV viewers.
TABLE 6
Frequency and Percentage Distribution of the Number of Hours the Respondents Watch TV
Table 7 shows the length of time the respondents tune in to MTV. Seventy-three percent (73%) of the respondents tune in for 1-3 hours. Twelve percent (12%) of them tune in for 4-6 hours. Those who indicated other choices answered less than an hour and 30 minutes.
Based on the results, a big majority of the respondents tune in to MTV channel for 1-3 hours.
TABLE 7
Frequency and Percentage Distribution of the Length of Time the Respondents tune in to MTV Channel
Table 8 presents the shows on MTV regularly watched by the respondents. Sixty-nine percent (69%) of the respondents regularly watch music videos and twenty-four percent (24%) regularly watch reality shows. And the remaining seven percent (7%) regularly watch Cribs, Punk'd, etc.
Based on the table, majority of the respondents regularly watch music videos on MTV channel.
TABLE 8
Frequency and Percentage Distribution on the Regular Shows the Respondents watch on MTV Channel
Table 9 shows the respondents' answers on watching other music channel. Ninety-eight percent (98%) watch other music channels and two percent (2%) watch only MTV.
Based on the table, a big majority of the respondents watch other music channels besides MTV.
TABLE 9
Frequency and Percentage Distribution of the Respondents Who Watch Other Music Channel
Table 10 shows the channel the respondents watch other than MTV. Seventy-six percent (76%) of the respondents watch Myx while Channel V got seventeen percent (17%). Under others which account for seven percent (7%) of the respondents gave answers like Channel 5, 7 and Club TV.
Based on the table, Myx is the next channel to MTV usually watched by a big majority of the respondents.
TABLE 10
Frequency and Percentage Distribution of the Respondents Choice of Music Channels
Table 11 shows the station on which the respondents watch MTV. Seventy-three percent (73%) of the respondents watch MTV on Cable and twenty-seven percent (27%) on the local station.
Based on the table, majority of the respondents watch MTV on cable.
TABLE 11
Frequency and Percentage Distribution of Type of Station the Respondents watch MTV
Table 12 shows the respondents' awareness on top ten videos currently aired on MTV. Forty-five percent (45%) of the respondents are aware of the top ten videos. And fifty-five percent (55%) of them are not aware.
Based on the table, majority of the respondents are not aware of the top ten videos currently aired on MTV.
TABLE 12
Frequency and Percentage Distribution of Respondents Awareness on Top Ten videos on MTV
Table 13 shows the frequency distribution of respondents who try to imitate what they see on the MTV channel. Thirty-eight percent (38%) of the respondents said they imitate things/actions they see on MTV. And sixty-two percent (62%) of them do not imitate things/actions they see on MTV. Based on the results, majority of the respondents do not try to imitate things/actions they see on MTV.
TABLE 13
Frequency and Percentage Distribution of Whether or Not the Respondents Imitate What they see on MTV
Objective 3: To determine why the selected Communication Arts students of Angelicum College watch MTV Channel.
Table 14 presents the reasons of the respondents for watching MTV. First in rank is the answer "for pure entertainment" which has a weighted mean of 4.18, which implies that respondents "all the time" watch MTV for pure entertainment.
The second in rank is the reason "to know the latest songs" which has a weighted mean of 3. 65, which implies that respondents "all the time" watch MTV to know the latest songs.
Ranking third is the reason "to know the latest singers/groups" which has a weighted mean of 3.45, which implies that respondents "all the time" watch MTV to know the latest singers/groups.
Fourth in rank is the reason "to be able to identify with the singers/stars on TV" which has a weighted mean of 3.28, which implies that respondents "all the time" watch MTV to be able to identify with the stars/singers on TV.
Fifth in rank is the reason "to make me sleep" which has a weighted mean of 2.48, which implies that respondents "often" watch MTV to make them sleep.
The sixth in rank is the reason "to make me feel I'm not alone" which has a weighted mean of 2.45, which implies that respondents "all the time" watch MTV to make them feel they are not alone.
Ranking seventh is the reason "to watch for my favorite VJs" which has a weighted mean of 2.33, which implies that respondents "sometimes" watch MTV to watch for their favorite VJs.
The eighth rank is the reason "to forget my problems" which has a weighted mean of 2.25, which implies that respondents "sometimes" watch MTV to forget their problems.
Ninth in rank is the reason "to make me dream/fantasize" which has a weighted mean of 2.2, which implies that respondents "sometimes" watch MTV to make them dream or fantasize.
The last in ranking, is the answer "others" which has a weighted mean of 0.58, which implies that respondents " all the time" watch MTV for other reasons like it is their past time, to make them feel better or to make them updated of what's happening in the music scene.
The average weighted mean is 2.69. It implies on the whole that the respondents "sometimes" watch MTV channel to be able to identify with the singers on television.
TABLE 14
The Reasons of the selected students of Angelicum College for watching MTV
CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATIONS
In this chapter, the researcher discusses the summary of the study, the conclusion based on the results of the survey and the recommendations of the study as well. The summary is given according to the objectives of the study.
SUMMARY
OBJECTIVE 1: To describe the selected Communication Arts students of Angelicum College.
1. Most of the respondents are in the age bracket of 18-22 years old.
2. Most of the respondents are in the age of 19 years old, getting a total percentage of twenty-eight percent (28%).
3. Majority of the respondents are female.
4. Of the respondents' hobbies, the highest among them is watching television.
Objective 2: To know the TV viewing habits of the selected Communication Arts students of Angelicum College related to MTV Channel.
1. Majority of the respondents have television sets at home.
2. There are more respondents who are not heavy television viewers than the heavy TV viewers.
3. Majority of the respondents watch MTV for 1-3 hours a day.
4. Majority of the respondents regularly watch music video rather than reality shows on MTV.
5. Majority of the respondents watch MTV on Cable.
6. Majority of the respondents watch Myx besides MTV.
7. Majority of the respondents are not aware of the top ten videos currently aired on MTV.
8. Majority of the respondents never tried imitating things/actions they saw on MTV.
Objective 3: To determine why the selected Communication Arts students of Angelicum College watch MTV Channel.
1. The first reason why respondents regularly watch MTV is to be entertained, followed by the reasons to know the latest songs, and the singers, to identify with the stars and singers on TV and to make them feel they are not alone.
2. The other reasons why they often watch MTV Channel is to make them sleep.
3. They sometimes watch for their favorite VJs, to forget their problems and to make them dream or fantasize.
CONCLUSION
The researcher discovered that majority of the respondents watch MTV Channel for pure entertainment. A big number of respondents are female. The highest among the respondents' hobbies is watching television. Based on the answers of the respondents, the researcher noticed that majority of them are heavy television viewers. As for the study, MTV has become a part of the viewing habits of these college students. RECOMMENDATIONS The researcher would like to recommend to the future Communication Arts researchers to do further studies regarding MTV and its positive and/or negative effects on the youth in different sectors of society. Finally, the researcher would like to recommend a study on the present MTV viewers as well as on the future MTV viewers and the effects of music video on the youth's psychological, social, and moral lives.