AN ASSESMENT OF THE SELECTED LOCAL RADIO STATIONS AND THEIR

CONTRIBUTION TOWARDS COMMUNITY DEVELOPMENT

A Thesis Proposal
Presented to the Faculty of the
College of Arts & Letters
Bulacan State University

In Partial fulfillment
Of the requirements for the Degree of
Bachelor of Arts in Mass Communication
Major in Broadcasting

by

Cruz, Rhea Marie B.

David, Andrea Kleyr D.G.
Marcelo, Rafael B.
Santos, Genalie T.

BAMC-4A

December 2016
 CHAPTER I

The Problem and Its Background

INTRODUCTION

Media are indispensable in todays democratic societies, including the

Philippines. The supplied data and information on issues and events, and even

background data on candidates for office (Maximiano, 2007). It is the primary means of

communication used to reach the vast majority of the general public. The general public

typically relies on the mass media to provide information regarding to their certain

issues. The most common platforms for mass media are newspapers, magazines,

internet, television, and the Radio (Steve Coleman, 2007).

According to Alan Levine (2011), Advances in technology have given people

more ways to access an increasing amount of information. Radio is more than just a

media channel to many Filipinos, it is a way of life. It is part of Filipino culture. Even

todays so-called Generation X still finds radio in despite competition from the Internet

and TV. The fact that radio uses the local language or dialect makes it the most

accessible channel to the Filipino masa (Ramon Tuazon, 2015). It is a powerful tool to

be used to raise public awareness. Importantly, it raises and promotes peoples

participation in the development process (Echem, 2015). Local and international news

can be read in the newspaper, listened to on radio, watched on television and found on

cell-phones or online.
 2

In this study the researchers will focus on one of the forms of mass media which

is the radio and how they will help to develop the community through their programs.

According to the National Commission on Culture and the Arts, radio reaches

85% of households in the country, whereas television reaches just under 60%.

In Southeast Asia, Thailand tops the regions charts with about 5,000 community

stationsmost of them operating without licenses. In populous Indonesia, community

radio has also taken off rapidly, but the number of stations is in the hundreds rather than

thousands. The Philippines counts more than 55 community radio stations independent

of government and commercial interests operating outside the cities and using low

powered transmitters (Myers, 2011).

Moreover, Sainte in 1998 stated that the historical philosophy of community radio

is to use this medium as the voice of the voiceless, the mouthpiece of oppressed people

(be it on radial, gender, or class grounds) and generally as a tool for development.'' It

should be made clear that community radio is not about doing something for the

community but about the community doing something for itself. Chapman et al (2003)

reported that the growth of rural radio stations reflects both the improvements in

information technologies and the shifting of development paradigm towards a more

participatory style of information and knowledge transfer. Community radio stations

often serve their listeners by offering a variety of content that is not necessarily provided

by the larger commercial radio stations. The role of community radio is to notify, inform,

to advocate, to educate, to promote social learning and dialogue and also to give
 3

entertainment (Health Communication Resources, 2002). In addition, Dragon (2001)

stated that Because of being a low cost, it is advantage for community radio to compete

with the other types of media. In addition, According Fraser and Estrada (2002), there

are five (5) functions of community radio; (1) To promote and give focus to the tradition,

character, culture and the history of the community. (2) To create a diversity of voices

and opinions on the air through its openness to participation from all sectors. (3) To

build a communication and open a discussion on air concerning the locality.(4) To

promote change and the development of the community through the participation and

perception of the individual to their local radio for the improvement of the local

community.(5) To promote good governance and civil society by playing a community

watchdog role that makes local authorities and politicians more conscious of their public

responsibilities.

However, Community development is a process of developing and enhancing the

ability to act collectively and an outcome: (1) taking collective action and (2) the result of

that action for improvement in a community in any or all realms: physical, (3)

environmental, cultural, social, political, economic, etc. (Phillips and Pittman 2009: 6).

Community development is about community building as such, where the process is as

important as the results (Flo Frank, et al. 2005).

(The broad range of economic, social, environmental, cultural and governance

goals and priorities identified as of greatest importance by a particular community,

population group or society (Cox et al. 2010p.72). In this aspect, the community will
improve their living through continuous community development. DELETE ITO) (Insert:

However, despite there being two billion radio receivers in the world and some 20,000

radio stations, radio has still not been used systematically to help fight poverty,

malnutrition, and poor health in the developing world. Fraser and Estrada, (2002)

In this connection, the researchers would like to know the role of mass media in

the community development particularly the local radio stations.

Moreover, 90.3 DWJC.FM is an example of educational and community radio

station and located in Brgy. Mabolo, Malolos, Bulacan founded and operated by Malolos

Christians Fellowship and Evangelism Foundation since October 2014. This station is

also known as a vehicle for information dissemination and talks about community needs

in their programs namely Serbisyo Trabaho by Louie Angeles, Usapang Bulakenyo by

Omar Padilla, Talakayan ng Bayan by Joe Pineda and Magtapatan Tayo by Mhel

Nievez.This station also provides religious programs. Like 90.3 DWJC FM 95.1 RW.FM

is a member of the Laus Group of Companies, broadcasting from the heart of the City of

San Fernando Pampanga since 1995. This stations news and public affairs programs

aim to develop the lives of every Filipino people in the region through practical

discussions that discuss the rights, benefits and information they need in programs such

as Usapang Pinoy, Fernandino First, Agri Pinoy, For Your Eyes Only, Ang Mamimiling.

Pinoy and Talakayan Ngayon which is hosted by seasoned broadcaster Mr. Perry

Pangan.
 The objective of this study is to assess how important role does the local

community radio play in the development of a community. The concrete study questions

are how does the two radio which is RWFM and DWJC FM meet the needs of their

community. The researchers aims to know the contribution of the two local radio

stations

in Bulacan namely 90.3 DWJC.FM and 95.1 RW.FM in Pampanga towards community

development. Both radio stations provide information, news, musical and entertainment

programs in the community. The researchers will focus on what the listeners have

learned about the community development program and in what ways of program is

helping them in community development. The said stations are dedicated to positive

approaches in addressing the concerns of people. It would explore community

preparedness, sustainability and transformation, and other positive, socially conscious

approaches in reaching out to the people.

The objective of this study aim to know whether the station's community

development program is applied by the listeners and if these programs are helping the

community (particularly in economic and social) development.

STATEMENT OF THE PROBLEM

The main purpose of this study is to assess how the local radio stations of Bulacan and

Pampanga contribute to the community development?

Specifically, the following questions will be answered:

 1. How can the radio station be described in terms of:

1.1Number of years in service;

1.2Number of employees;

1.3Type of Organization;

1.4Type of programs offered;

1.5 Location?

2. How can the demographic profile of selected listeners be described in terms of:

A) Selected listeners

2. A.1 Age

2. A.2 Gender

2. A.3 Location

2. A.4 Occupation?

B) Frequency of listening

2. B.1 everyday

2. B.2 every week

2. B.3 occasionally

3. Assessment on contribution of the local radio stations when it comes to community

development in terms of:

A) Cultural Development

3. A.1 Does the local radio station support the local festival in the community?

3. A.2 Does the local radio station helps the preservation of local traditions in the

community?

3. A.3 Does the local radio station program promotes the traditions in the community?

B) Economic Development

3. B.1 Does the local radio station helps the community in their business?

3. B.2 Does the radio station helps the community for alternative livelihood programs?

3. B.3 Does the local radio station helps the community for job opportunities?

C.) Environmental Development

3. C.1 Does the local radio station addressed the waste management problem in the

community?

3. C.2 Does the local radio station update the community in time of disaster/s?

3. C.3 Does the local radio station helps the community to preserve natural resources?

D.) Political Development

3. D.1 Does the local radio station inform the community in all political malpractice in

government offices?

3. D.2 Does the local radio helps the government in their development projects or

programs?

3. D.3 Does the local radio station helps the community to voice out their grievances in

government?

E.) Social Development

3. E.1 Does the local radio station keeps the community inform when it comes to all

happenings such as crimes, current events, sports etc.?

3. E.2 Does the local radio station helps the community in health issues?

3. E.3 Does the local radio station persuade the community to participate in

developmental programs?

SIGNIFICANCE OF THE STUDY

The study will be beneficial to the following:

Program Producer- This study will help the producer improve current programs

focusing in public services which will contribute to the development of the community.
Also this will serve as their guide to see if their public service program improves the

social well-being of the people.

Radio Station- This study will enlighten radio stations in the importance of providing

public service programs to its listeners. It will also help the radio stations select the kind

of program they will produce for their listeners.

Government Unit-This study will help the government unit recognize the problems in

the community and how they will be able to solve them. They can also use this study to

address the concerns of the people that will explore community preparedness,

sustainability and transformation, and other positive, socially conscious approaches in

reaching out the people.

Community-This study will enhance the awareness of the community with regards to

the government programs such as economic and social development by improving the

social well-being of the people including the implication of change in the community.

Future Researchers- This study will serve as an instrument for future researchers

whom would conduct the same or relevant topic for precise information they needed to

benefit their research. They would also discover the contribution of Radio Stations

towards community development.

SCOPE AND DELIMITATION

This study will assess the role of radio in community development.

The researchers will focus on how various communities in Bulacan and Pampanga have

been mobilized towards community development through the radio broadcasting.

The study will cover one radio station in Bulacan and one radio station in

Pampanga namely RWFM 95.1 and JCFM 90.3. The study will discover the

contributions

10

of local radio stations to the community development of selected municipalities in the

two provinces as well as the contributions of their public service programs.

It will be limited to two radio stations and these are RWFM 95.1 in San Fernando,

Pampanga and DWJC FM 90.3 in Malolos,Bulacan. The host/anchor, program

producers and listeners of both stations within their broadcast range are included in this

study. Also it will be limited for four municipalities each province such as; Malolos,

Plaridel, Guiguinto, and Balagtas in the province of Bulacan. In province of Pampanga,

the municipalities of Angeles, Lubao, San Simon and San Fernando will be used. These

areas were selected because those municipalities have the biggest population in the

said provinces and they are in the most optimal proximity to the aforementioned

stations signal.

There are community development program included in this study, the

researchers will figure out what kind of economic and social community development

program does the two local radio station in Bulacan and Pampanga, and if it has a

contribution or does it help the community.

 The researchers chose the said stations because; first 90.3 JCFM signal

transmission of their broadcast is much wider than any local radio stations in Bulacan.

Secondly 95.1 RWFM is one of the most popular regional radio station in

Pampanga and also has public service programs. These stations have many public

service programs that really help in this study.

11

DEFINITION OF TERMS

Social Development-

Economic Development-

Cultural Development-

Political Development

Environmental Development-

Age- It refers to the chronological number of years of the respondents.

Community- In this study it means the small unit in the society that lives in the same

area like city, town, and barangay/barrio. Also it refers to the listeners/audiences of

RWFM and JCFM.

Community Development- In this study, it refers to the actions and programs that

potentially organized by the local radio station in Bulacan and Pampanga to develop the

ability of the society and to generate solutions to a common problems. In addition, it

also refers to the social and economic development of the community.

Mass Media- In this study it refers to the delivering message via technology such as

television, radio, print, and internet. Also its primary goal is to reach the majority of mass

audience in the form of communication.

Organization- It refers to the group of organized people that pursue and supports

community development programs (eg. Job opening hunts, livelihood programs etc.) To

attain the goal towards community development.

Radio- It refers to the primary source of information, news, and public service program,

musical and entertainment programs.

12

Radio Station/s- It refers to the two local stations in Bulacan and Pampanga

namelyRW.FM and JC.FM.

Social Development In this study the researchers define social development as

prioritizing human needs in the growth, improving well-being of individual and

progressive improvements of the society.

Economic Development In this study it refers in progress of agriculture-based,

industry-based and area development of chosen community.

NOTES IN CHAPTER I:

Steven Coleman. (2007). Mass Media Definition. Retrieved from http://study.com

Alan Levine. (2015). The Importance of Radio in the 21st century. Retrieved from

http://www.cjfe.org

Ramon Tuazon. (2015). Radio as a way of Life. Retrieved from http://ncca.gov.ph

Aye Ubaldo. (2013).Dont Count it Out Just Yet: Radio Still Gets Turned On. Available

from http://pana.com.ph

Mary Myers, 2011.Voices from Villages: Community Radio in the Developing World.

CIMA, 2011, p. 10) cim.ned.org/publication

Echem, 2015. Role of radio in community development. Retrieved from

http://www.scharticles.com
 CHAPTER II

Review of Related Literature and Studies

This chapter contains the researchers readings on the topic under study.

Related Theories

Development Communication Theory

Based on the book From the village to the medium (Ong in 1976). Development

communication is founded on an idea. The idea is, to put the modern media of social

communication at the service of development. Development communication is an

educational process which aims at developing social consciousness, personal

responsibility towards ones fellowmen, ones community and country. Development

means developing people in order to change their environment, including their social

and economic environment. In addition, this theory uses Berlos S-M-C-R (SOURCE,
MESSAGE, CHANNEL, and RECEIVER) model. It focuses on the individual

characteristics of communication and stresses the role of the relationship between the

source and the receiver as an important variable in the communication process. The

more highly developed the communication skills of the source and the receiver, the

more effectively the message will be encoded and decoded.

This model also represents a communication process that occurs as a SOURCE

drafts messages based on one's communication skills, attitudes, knowledge, and social

and cultural system. These MESSAGES are transmitted along CHANNELS, which can

include sight, hearing, touch, smell, and taste. A RECEIVER interprets messages based

13

on the individual's communication skills, attitudes, knowledge, and social and cultural

system. The limitations of the model are its lack of feedback.

In relation to this study, this theory states that there can be no development

without communication. Since the researchers aim to study the contribution of local

radio stations towards the community, this theory will help in explaining the

phenomenon of the different levels of community development based on internal and

external factors.

Hierarchy of Effects Theory

The hierarchy of effects model is a model which tells advertisers to make an

advertisement in such a way that the customer goes through all these six stages namely

awareness, knowledge, liking, preference, conviction and purchase. It is created by

Robert J Lavidge and Gary A Steiner in 1961, this model suggests six steps to

consumer buying behavior: (1) awareness, (2) knowledge, (3) liking, (4) preference, (5)

conviction and (6) purchase. Whereas awareness and knowledge is in the cognitive

stage, which is all about information processing hence, the extent of processing a

customer does depends on both their ability and motivation to parse the information at

hand (Petty, 1980) Second, the liking and preference is in the affective stage which is

about attitude formation and the way customers feel about your brand also this stage

influence your customers. Lastly, the conviction and purchase is in the conative stage

where a person acts in response to intellect and emotion. It is also the decisive behavior

that drives the action of making a purchase.

14

In connection to this study, as people listens to radio they eventually becomes

aware of what they have heard on the radio and figures it out. Sooner they develop a

favorable attitude and is convinced and about to apply what they heard on radio.

Cultivation Theory

Cultivation theory was a theory composed originally by G. Gerbner and later

expanded upon by Gerbner & Gross (1976) who endeavors to study media effects,

specifically whether watching television influences the audiences idea and perception of

everyday life, and if so, how. The theory suggests that television and media possess a

small but significant influence on the attitudes and beliefs of society about society.

Those who absorb more media are those we are more influenced.
 In addition, George Gerbner expanded Lasswell's model in 1956 to focus

attention on perception and reaction by the perceiver and the consequences of the

communication. Moreover, Lasswells model describes an act of communication by

defining who said it, what was said, in what channel it was said, to whom it was said,

and with what effect it was said.

In relation to this study, listening to radio frequently influences an individual to

develop certain ideas of reality or beliefs and assumptions about life. The more a

person listens to radio, the more likely they are to be influenced by what they have

heard. Besides, exposure to radio further strengthens the position that acts of

developing social reality beliefs of a person.

Theoretical Framework

Awareness

Knowledge

Liking

Preference

Communicato Message Medium Receiver Effect

r

Development
Communication
from Government
 Figure1. Theoretical Framework of Lasswells Model and Hierarchy of Effects

Theory

Figure 1 presents the two theories related to the research. First is the Lasswells

Model that is summed up in five questions: Who to gate keeper, says what a source to

analyze about the message is. In which channel to media. To whom to audience. And

with what effect is about the effect which is made by a message of mass communication

to reader, listener, etc. This model is about communication process and its function to

society. Lasswell said three function of communication. The first one is an

environmental monitoring. Then a relation from every departed society which give a

response to environment. And the last one is a social transmission from one generation

to the other.

The Second Theory used in this study is the four parts of Hierarchy of Effects

Theory which is Acknowledge, Knowledge, Liking and Preference. This is where the

listeners gathers knowledge about the program and becomes aware of it. Also, this is

when the listeners starts developing a liking for the program, and may even develop

strong positive (or negative) feelings toward it.

In addition, the researchers added development communication from

government which is correlated to the medium.

This study aims to determine the contribution of selected local radio stations in

Bulacan and Pampanga towards community development. It aims at developing social

consciousness, personal responsibility towards ones fellowmen, ones community and

country. Based on these theories, researchers will examine the radio stations

contribution to their community and how this principle affects the stations' adherence to

the contribution of community development program.

A. Related Literatures

Foreign Literatures

Community Radio for Change and Development

In this book, Fraser and Estrada (2002) pointed out that the radio station is a

platform for recognizing and analyzing problems and their solutions, so that determining

development inputs that fulfill local needs, community radio be composed sharing of

information and modernization also, they provide social services.

Fraser and Estrada states on this book that the local radio station belong to the

community and performing the needs of community. On the other hand, this book of

Fraser and Estrada will be helpful to the researchers to find out if the two local radio

stations recognizing and analyzing problems and giving a solution that will benefit the

development of community.

Community radio toolkit

Aitchison in Fogg et al. (2005) states that the most important role of community

radio is give everyone a chance to make their voice be heard. It says that the
community radio recognized an open forum for dialogue and debate at the local level,

also most importantly it gives voice to the kind of people that dont have a voice before.

This literature relates to the researchers study for the reason that this study

focuses in two local radio station which is RWJC and DWJC that gives important to the

local people of Pampanga and Bulacan by featuring the reality of life and use it as a tool

to produce a local program that may develop the local community.

The return of the local: Community radio as dialogical and participatory

Mhlanga presented in 2016 that radio has a role to play in the community wherein it was

seen thoroughly in this writing. With this, this article tried to pursue a new type of

philosophical and academic to help the community development. These literature used

radio as their medium on supporting the indigent communities. Their main purpose is to

give voice to financially challenge people on their community.

This article has a similarity to the researchers study. Moreover, it will tend to test

the local radio station programs and the level of contribution to the social and economic

development to the community.

Local Literatures
Community Radio Handbook

Fraser and Estrada (2011) the community radio is for the community, it more

focused in the community and in socio-economic development. This literature states

that, local radio station responsible to remind or to impose the public to be active citizen

by disseminating the news concerning community.

In the researchers study they will tend to analyze the local radio stations

selected programs and the contribution level of it to the local community.

How Community is Aid: Supporting Communities through Radio in Post-Haiyan

Philippines

Karlon Rama (Dec.16, 2014) states in this article how local media response in

typhoon Haiyan and how the local radio (Radyo Abante) rebuild communication to the

public by giving them a knowledge and preparedness to the typhoon.

This article of Karlon Rama a CDAC network Affliate member relates to the

researchers study because will tend to test the level of contribution of two local radio

station that the researcher choose to the community of Pampanga and Bulacan. In

addition, the researchers also concern how the radio stations communicate to the

listeners.

Giving a voice to the voiceless through community radio

 From the article of Isis international (Nov 11, 2011) brought a basic radio in the

island of Bohol Philippines to contribute and improve the skills of local people. More

over to this article it features Radio DYJP that began in 2008 with the support of

PhiloHealth, San Francisco, USA. The local radio began to grown and focuses the

needs of community like health concerns. Now, DYJP radio expanded besides Radio

DYJP cover many other issue concerning the community.

In relation to this study, the researchers will tend to find out the contribution of

local radio. In contrast with the article above, the researchers choose RWJC and DWJC

in the local area of Pampanga and Bulacan. Also, the researchers will tend to identify in

what aspect of community development the two local radio stations has a huge help to

the local community.

Related Studies

Foreign Studies

Community Radio as a Tool for Development: A Case Study of Community Radio

Stations in Malawi

Mhagama (May 2015) in this study the researchers used community radio as the

tool to explore on Nkhotakota and Mzimba in Malawi. The thesis employs

communication for development and another development theories to help understand

the role of community radio in development. The researchers investigate the way where

the community radio used as a tool for development of community radio in Malawi they
are focused on or where they are extend on. Moreover, in this study they considered the

impact of audiences participation in the development through community radio.

In relation on this study of Mhagama (2015), the researchers will analyze radio

as a tool and to examine the level of contribution in the development of the community.

Moreover, the researchers limit their focus in two local radio stations in Bulacan and

Pampanga.

Community Radio for Development (A Case Study of Radio Lumbini in Nepal)

This study of Baniya (2014) discover how community radio works within the

community with grassroots development motives and overall development of the

community. Also, this study explained the role of community radio in the community

development and that is, to serve the small marginalized group as a platform to debate

and discuss different ideas, giving people voice. It is considered by many as one of the

best ways to reach and empower marginalized and most remote communities for social

change.

In relation to this study, the researchers aim to know if the two local radio station

which are 90.3 DWJC FM and 95.1 RWFM are participating their role in the community

as stated in the said study.

Constructing Identity through Community Radio: Community Building in Newfoundland

and Ireland
 McKee in (2012) reviewed the role of local radio station and how the radio build-

up the community. Also, the researcher tested the social and cultural impacts of

community radio. In relation to this study the researchers will seek if the radio has a role

in building up the community. In contrast, the past study focuses on social and cultural

impacts of community radio. However, the researchers will focus on community

development such as Cultural, Economic, Environmental, Political and Social

Development.

Local Studies

The Role of Media in Developing Citizen Participation for Environmental Advocacy: A

Descriptive Study of ABS-CBNs KapitBisig para sa Ilog Pasig

In this study entitled The Role of Media in Developing Citizen Participation for

Environmental Advocacy: A Descriptive Study of ABS-CBNs Kapit Bisig para sa Ilog

Pasig explores the developments of agenda-setting theory from setting media agenda

to shaping public concern. In relation to this study, the researchers both seek if the

media has a participation in shaping public concern. In contrast, the past study use

different types of media such as radio, television and social media, but in this study the

researchers will focus only in radio as a main media toolkit.

Stop, Look and Listen: An Assessment on Media Role and Significance in the

Formation of Road and Safety Practices of Youth Drivers in Metro Manila

 On the other hand, the research conducted by Abdula and Rivera (2010) entitled

Stop, Look and Listen: An Assessment on Media Role and Significance in the

Formation of Road and Safety Practices of Youth Drivers in Metro Manila find if there is

a contribution of media in the formation of road safety practices in relation to the

awareness, knowledge, attitudes and behavior of Metro Manila youth drivers. In relation

to this study, the researchers will seek to find if the media has a contribution. In contrast,

the past study focuses on the awareness of the youth in the road safety practices, but

on this study it focuses on the community development program.

A Comparative study on the Program Formats and their Effectiveness in Performing

their Roles in the Community; A Case of Bulacan Community Radio Station. Agudo et

al. (2014)

Moreover, on the thesis entitled A Comparative study on the Program Formats

and their Effectiveness in Performing their Roles in the Community; A Case of Bulacan

Community Radio Station the researchers compared two radio stations namely

RadyoBulacan and WAPFM in performing their roles in the community based on the

perception of selected listeners. In relation to this study the researchers will seek if there

is level of effectiveness in performing their roles in the community. In contrast, the past

study focus on Radyo Bulacan and WAP FM, but on this study, it focuses on JCFM and

RWFM.

Conceptual Framework

Awareness

Knowledge

Liking
 90.3 DWJC.FM Effects
Raw Radio And Listeners On
Information
Programs 95.91RW.FM Society

RW

Development
Communication from
Government

Figure 2. Conceptual Framework

The conceptual framework of this study contains the flow of the research. This

framework contains the variables that will be used throughout the research from making

the concept up to building conclusions. Starting from Raw Information that will be

disseminated in Radio Programs through the use of radio stations in 90.3 DWJC.FM of

Malolos, Bulacan and 95.1 RWFM of San Fernando Pampanga that has a development

communication from government which will be transmitted to the listeners whether if

25
they gathered knowledge about the program and becomes aware of it. Also if they

developed a liking for the program, and has a strong positive (or negative) feelings

towards it and finally down to its effects on society.

NOTES IN CHAPTER II:

Agudo et al. (2014) A Comparative study on the Program Formats and their
Effectiveness in Performing their Roles in the Community; A Case of Bulacan
Community Radio Station. (Unpublishe Undergraduate Thesis) Bulacan State
University

How Communication is Aid: Supporting Communities through Radio in Post-Haiyan

Philippines. (2014) retrieved from http://www.cdacnetwork.org
Giving a voice to the voiceless through community radio Isis international (Nov 11,
2011) Retrieved from. http://www.isiswomen.org

Agbon, R.A.A. (2011). The Role of Media in Developing Citizen Participation for
Environmental Advocacy: A Descriptive Study of ABS-CBNs Kapit Bisig Para sa Ilog
Pasig. (Unpublished Undergraduate Thesis) University of the Philippines College of
MassCommunication. Retrieved from http://iskwiki.upd.edu.ph/index.php/

Abdula A.Y.Z, & Rivera A.F.J (2010) Stop, Look and Listen: An Assessment on Media
Role and Significance in the Formation of Road and Safety Practices of Youth Drivers in
Metro Manila.Retrieved from.http://iskwiki.upd.edu.ph/index.php/

Ally Fogg et al. (2005) Community Radio Toolkit. Retrieved from

http://www.communityradiotoolkit.net/wp-content/uploads/2015/09/Community-Radio-
Toolkit.pdf

Erin McKee (2012) Constucting Identity through Community Radio: Community Building
in Newfoundland and Northern Ireland. Retrived from
http://www.ryakuga.org/pdf/mckeethesis.pdf
Peter Matthews Mhagama (2015) Community Radio as a Tool for Development: A Case
Study of Community Radio Stations in Malawi. Retrieved from
https://lra.le.ac.uk/bitstream/2381/32447/1/Thesis.pdf

Baniya A. (2014). Community Radio for Development (A Case Study of Radio Lumbini
in Nepal). Retrieved from https://tampub.uta.fi/

CHAPTER III
METHODS OF RESEARCH

This chapter describes the research methodology applied in this study, the

population, sample and the sampling approach will also be described and explained.

Furthermore, a general idea or outline of the description of the relevant statistical

techniques will be used in this research for the collection and analysis of data will also

be presented. In addition to this, the use of instrument will describe their relevance to

the discussion.

Research Design
 This study will assess the contribution of selected local radio stations in Bulacan

and Pampanga designed for community development. On this note, descriptive

research will be used in this study.

Descriptive research provides an accurate portrayal of characteristics of a

particular individual, situation or group. Descriptive research, also known as statistical

research. Krishnakuman (2011)

The purpose of the study is to analyze the current practices of the local radio

stations in the said two provinces are helping the community for development.

The researchers will use a combination of qualitative and quantitative data. For

qualitative type of research, Qualitative research is designed to reveal a target

audiences range of behavior and the perceptions that drive it with reference to specific

topics or issues. It uses in-depth studies of small groups of people to guide and support

the construction of hypotheses. (Leading the Conversation in Qualitative 2016)

The results of qualitative research are descriptive rather than predictive. The data

that to be gathered will be measured and analyzed mathematically. This is a conclusive

type of research that uses questionnaires, surveys, measurements to collect numerical

and measurable data.

For quantitative research, Quantitative methods are those research methods

that use numbers as its basis for making generalizations about a phenomenon. These

numbers originate from objective scales of measurement of the units of analysis called

variables. Patricka (2015)

Population and Sampling

The respondents of this study are listeners and selected local radio stations in

Bulacan and Pampanga. A total of two local radio stations. This comprises both public

service programs listeners and radio stations as respondents. Local radio stations are

strategically located in City of Malolos Bulacan and City of San Fernando Pampanga.

Where the population of the study can easily be managed. Using Slovins Formula, the

sample size for the target respondents are as follows:

In Bulacan

MUNICIPALITIES SAMPLE SIZE

BALAGTAS 2,408 respondents
GUIGUINTO 2,433 respondents
MALOLOS 2,474 respondents
PLARIDEL 2,446 respondents

30

In Pampanga

MUNICIPALITIES SAMPLE SIZE

ANGELES 2,481 respondents
LUBAO 2,459 respondents
SAN FERNANDO 2,478 respondents
SAN SIMON 2,377 respondents
 However, due to the large number of respondents and the limitations of this study

in terms of time, manpower, finance, and proximity the researchers will not get the

actual sample size and will utilize a more feasible number of respondents which is 200

for each of the target areas.

The researchers also chose the radio station managers/owners, program

producers, anchors and local government units as another respondents because they

have a high potential and very helpful in this study as far as community development is

concern.

On the other hand, each respondent will be given a chance to answer the

questionnaire. The researchers will gather the instrument for the respondents. If there

are instances that the researcher needs to explain some questions to the respondents

just to put them in order to fully understand the rationale of the instrument, the

researchers are willing to explain for better result of this study. All inquiries will be

answered properly for the respondents willingness to answer the questionnaire will

increase. The respondents are able to accomplish all the questions in the questionnaire

knowing that their identity will not be revealed and the confidentiality of the information

that they will provide will be used only for the purpose of this study and for future

researches.

Research Instruments

The researchers will use self-administered survey questionnaires and to be

validated and approved by expert in communication and statistician. The questionnaire

has two sets based on the problem stated and the specific problems in chapter 1.
Set of questionnaires

. The first set of the questionnaire is the radio station profile of the respondents.

Radio station profile will be the first set of the questionnaire.

Researchers will identify the location of the station, number of employees,

number of years of operation and type of organizations affiliated to is also included in

the first part, station profile of the respondents.

The second set of the questionnaire will focus to the demographic profile of the

listeners, the researchers will identify their age, gender, location, profession and radio

listening habit. The names of the respondents are not included in the survey questions

to encourage respondents to answer the questions truthfully without hesitations and

restrictions.

The third set of the questionnaire will focus on the contributions of the local radio

stations in community development. It will measure through the criterias such as

cultural economic, environmental, political and social development through respondents

answer.

Data Gathering Procedure

Step 1

Primary data will be collect through survey questionnaires. Questionnaires will be

collected personally by the researchers from each respondent upon their completion

and semi-structured interview will also be conduct. The researchers will ask the

respondents for the reasons, comments and the basis for the answers choose for the
last part. The researchers will make sure that all questions will be answer completely

before they leave the respondents.

Step 2

Station managers/owners, program producers will be also ask by the researchers

regarding the time schedule and purpose of their radio programs. Researchers will also

ask a permission to radio station managers and program producers to have a copy of

recorded audio of their radio programs to validate the observations.

33

Statistical Treatment

The respondents answers or responses for each questionnaire will be encode

and will be use for the statistical analysis with respect to the radio stations profile of

respondents and the existing type of program they use. The following statistical

treatments will use:

1.) Frequency count to get the over-all mean of the respondents as to radio

stations program offered, percentage of public service program in radio stations, ranking

of radio programs; and

2.) Frequency count to get the over-all mean as to the type of radio program and

its contribution to community development.

Frequency is the number of times the event occurred in an experiment or study.

This is use in tabulating the data of the survey questionnaires given to the respondents

of the study. This is the initial step in analyzing the data for statistical treatment. While
ranking is a scale of achievement or status to classify the responses in according to its

level or priority.

Percentage is a tool will use to determine the ratio of the response out of total

population. The standard formula for percentage is utilized. Arithmetic Mean is

commonly called average and is determined by simply adding all the scores and the

sum; the sum is then divided by the number of scores.

Once the respondents are done answering the questionnaires, an interview will

also be conducted to validate the answers checked on the last part of the questionnaire.

The researcher will also ask some Local Government Unit for their comments;

suggestions, assessment and feedback on the radio programs. Respondents

comments will be written by researchers in the end of the questionnaires.

3. To verbally interpret the level of contribution of local radio programs on the, the

researchers will use a four point Likert Scale translated as:

Numerical Equivalent Verbal Interpretation

4 = 3.6 4.5 High Contribution

3 = 2.6 3.5 Moderate Contribution

2 = 1.6 2.5 Low Contribution

1 = 1.0 1.5 None Contribution

Notes on Chapter III

Qualitative Research Consultants Association (Leading the Conversation in Qualitative)

http://www.qrca.org/?page=whatisqualresearch

Empirical Research, Quantitative Research, Research Quantitative Methods: Meaning

and Characteristics January 3, 2015Regoniel, Patrick A.

Vaisali Krishnakumar Nov 26, 2011)

Published in: Education, Technology, Business Retrieved from

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