The Media’s Influence to the Millenials: Retrospecting Academic Performance and Media Exposure
Keywords:
media effects, youth, electronic media, internet, and academic performanceAbstract
This paper presents the intertwining power of media in today’s youth and the technological advances that brought a niche in their lives. More so, the social influence of media and the effects on their academic performance has not been studied thoroughly. The study has utilized descriptive research design. Moreover, this study was conducted among the Communication students in Cagayan de Oro City, Philippines. Furthermore, the study has employed survey questionnaire to ascertain their mass media exposure. It is within this premise that they are exposed to media studies and that they as such they are at edge in analyzing and understanding media effects.
               As part of the results of the study, it was revealed that most of the respondents’ spent 1-3 hours per day with the broadcast media (TV, radio) and electronic media (Internet). Home was regarded as the best place for reading print materials while Internet café was the best place for getting online. Additionally, electronic media (Internet) showed a significant relation to respondents’ media exposure and academic performance. The integration of their exposure can boost their academic performance if appropriate study hours can be given enough attention. Study hours also revealed a positive relationship to their academic performance. Thus, new communication technology should be utilized so that students’ can fully satisfy their learning potentials and students nowadays should equipped themselves with appropriate media literacy tools for as susceptible; they must be cautious and selective on what media presents to them. They should not only appreciate instantly but select appropriately on media’s messages and contents. Â
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