COMMUNICATION RESEARCH IN THE PHILIPPINES

 

The Western-based concept of Communication Research was introduced in the Philippines at the turn of the sixties.

 

The Sixties

→marked the beginnings of communication research by professionally trained communication researchers

 

Types of studies done:

• Studies of communicators/sources of information

• Message studies

• Media studies

• Studies on audience/receivers of message

 

Methods and Techniques Used:

• historical studies

• case studies

• surveys

• experiments

• content analyses

• readability studies

• feasibility studies

 

* Researchers in the ‘60s widely used surveys to get basic information on communicators and audiences

 

Subject areas of inquiry

Studies done in the ‘60s focused on the following problems:

1. Communication message can be hardly understood
2. Virtually no benchmark information exists to enable researchers to conduct more complex studies
3. The physical reach of messages
4. Lack on informational and educational materials for classes
5. Lack of information on the development orientation of media
6. Limits to press freedom

 

Communication research in the ‘60s was problem-oriented in response to:

* Development priorities and needs of an individual on the community

* Institution building requirements

* Professionalizing the media, particularly print

* Solving communication problems

 

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