CHAPTER III
STUDY FRAMEWORK
Theoretical Framework
The study will determine if the student’s immediate environment which is the school has an influence on their perception towards a specific advertisement that depicts a societal issue. To support the study, theories will be used in order to explain well the factors and variables of the study.
The environment contributes a great influence on the formation of an individual’s cognitive and affective disposition. To support the idea of the environment’s influence to the people is the theory by Carl Hovland which is the Social Learning Theory. This theory which was used by Enoc in her study states that an idea constantly communicated to an individual will result to “attitude change” or learning (Enoc, 1999). The frequent exposure of some ideas and values being taught within the person’s realm of social consciousness will have an influence on his/her perception towards the things around. Furthermore, a person who is from a conservative family will likely to develop a conservative disposition and perception while a person from a liberated family is more acquainted to liberal ideas, and has a liberal disposition and perception.
In addition, Bandura and Walters (1997) expanded this theory by considering the principle of observational learning. This principle explains that a person learns certain values from mere observation of the actions and behaviors of the people that surround him/her (Bandura and Walters, 1997). This theory supports the idea that the social environment which includes the people can affect the person’s attitude and actions.
Meanwhile, another theory formulated by Severin and Tankard (1992) called the Individual Difference Theory supports the idea of the theory mentioned earlier about the influence of environment to an individual’s perception. This says that the people’s response on the information presented by the media varies due to the “individual’s own set of experiences, needs and personality structures”. (Severin and Tankard, 1992). Furthermore, two persons who come from the same environment are most likely to develop the same perception towards a specific idea compared to two persons who come from different types of environment.
Figure 1 shows the systematic flow of the study. The diagram starts with the first variable which is the environment because the study presumes that this variable affects the student’s perception towards the tv commercial. This is supported by the Social Learning Theory as stated above. On the other hand, the students’ response towards the advertisement varies due to their differences not only in their social environment but also to their own set of experiences and beliefs. This is described in Severin and Tankard’s Individual Difference Theory.
Conceptual Framework
Social Learning theory and Individual Difference Theory are the theories used to support the basis of studying the relationship between the difference in environment and perception of viewers towards a particular commercial. To be more familiar about intention of the study, it is best to integrate the theories to the variable of the study itself.
The Social Learning Theory refers to the role of the environment towards influencing the perception of an individual; that an individual’s attitude and perception is affected by the social environment (Enoc, 1999). Aside from it, this theory emphasizes the importance of the ideas that are constantly communicated to the individual resulting to learning and adaptation of these ideas from one’s environment.
In relation to the study, the researchers are able to formulate assumptions that the students’ attitude towards some societal norms is governed and influenced by the teachers, the type of education and the students in the school. Hence, the students from different types of school may show different perceptions toward the advertisement considering the differences of the ideas present in the environment in which the students are exposed.
The theory supports the notion that the students will perceive the advertisement differently due to the fact that the teachers from the different types of the schools have different way of morally educating their students and that they are also following the curriculum of the school.
Moreover, private catholic high schools are considered to be conservative because of the religion study and devotional exercises that are imposed to the school’s curriculum for the students to learn and apply the Christian practices. Moreover, this type of school has been established to provide not just education for the youth but above other goals is to pursue religious objectives (UNO-R Institute of Research, 1976). Because the school’s objective is for their students to form and develop the “true and perfect Christian“, this type of school provides programs into its curriculum that follow the religious study and devotional exercises (UNO-R Institute of Research, 1976). In addition, the teachers from this school have greater influence on the students’ perception, performance, and behavior because they have more control on the implementation of student discipline policies (Grace Chen, 2007).
Meanwhile, public high schools are more liberal in their education considering the school’s curriculum does not focus on religion so as to accommodate the increasing number of students in the country.
The laboratory or special science high schools are also liberal in education compared to catholic schools due to the fact that these schools have a science based curriculum which concentrates on the students’ advancement on subjects that particularly focus on science and technology.
Hence, through constant exposure to the ideas present in the school, the students will eventually develop and adapt the same pattern of predisposition.
Furthermore, the Individual Differences Theory by Severin and Tankard (1992) provides support to the assumptions. The students’ responses will vary because they come from different schools and they have different experiences, needs and personalities.
Figure 2 shows a clearer diagram that contains the variables of the study. The intervening variable now specifically refers to the type of schools particularly the catholic, public and laboratory. The study presumes that this varying type of school is the factor that mainly affects and influences the perception of the students towards the tv advertisement.
Figure 2. Conceptual Framework.
Operational Framework
To provide a more comprehensive illustration of the study, it is necessary for the researchers to thoroughly discuss the factors and variables that are present in the study.
The dependent variable which is the fourth year high school student is influenced by the intervening variable which is the type of school. The independent variable of the study is the Mcdo ‘Bf-Gf’ tv commercial which presents a message that will determine how the students perceive the things around them.
The type of school includes the catholic, public and laboratory high school. A school is selected to represent the three different types of secondary school of the respondents. The University of San Carlos is chosen to represent the private catholic school; University of the Philippines High School Cebu for the laboratory school, and lastly, Abellana National High School for the public high school.
The students from University of San Carlos, a private catholic school, are expected to be conservative due to the fact that they are exposed to conservative ideas through their religion and values education subject. On the other hand, Abellana National School accepts students with different types of religion. Thus, public schools generally do not have religion education to respect each of the students’ religion. Lastly, the UP High School Cebu which is a laboratory high school has a curriculum which is particularly focused on the academic learning of the students. The education in this type of school is centered on the field of science and mathematics which is reflective on its advance science-based curriculum.
The McDo ‘BF-GF’ tv commercial is selected as the commercial that will be evaluated by the fourth year high school students. The researchers specifically chose the said commercial because the Catholic Bishops Conference of the Philippines (CBCP) requested for its pull out after few months of national viewing. The CBCP reasoned out that the commercial depicts a degrading concept of romantic relationship and it demeans the dignity of women.
Figure 3 illustrates detailed information about the study. The respondents of the study represent the catholic, laboratory and public high schools. In connection to, these types of school have different curriculum that are responsible toward the formation of the students’ cognitive and behavior disposition. Hence, they are able to perceive the McDo ‘Bf-Gf’ tv commercial differently.
Figure 3. Operational Framework
Mangmang, Norren
Saripada, Naressa Belle A.
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