Political bias, selective communication processes and mass media utilization of Marcos loyalists

Date

1993

Abstract

This study waa conducted to determine the relationship betweem political bias and socio-demographic characteristics and the selective communication processes, namely, selective exposure, selective perception and selective retention. These variables were examined in relation to the mass media utilization of Mateo° loyalists.One hundred Marcos loyalists were interviewed on 3--4 November 1991, during the arrival of the former First Lady Imelda R. Marcos at the PICC, Roxas Boulevard, Metro Manila.The Marcos loyalists were generally young and middle aged, educated, Catholic, self-employed with a monthly income of P5,000 aixl below, Tagalog and residents of the National Capital Region. They had a very strong political bias and were members of loyalist organizations. The loyalists believed that Marcos' oustor was manipulated by the Americans and that Cory grabbed power from Marcos and installed herself as president. TheMarcos loyalists were frequent users of mass media. Their favorite media were radio station DISC, TV Channel 2, Manila Bulletin and Panorama. Their favorite media personality was Louie Beltran.Statistical analysis revealed that: (1) political bias was significantly related to selective exposure to radio and television but not to newspaper and magazines; (2) political bias was not significantly related to selective perception; (3) political bias was significantly related to selective retention of anti-Marcos cartoon but not to pro-Marcos cartoon; (4) demographic characteristics were significantly related to selective exposure, selective perception and selective retention.The findings show that the politically-biased loyalists selectively expose themselves to political information from radio and TV. The political bias of respondents influence them to practice selective retention of anti-Marcos statements. But there J3 not enough evidence to show that their political bias cause them to selectively perceive political information. Moreover, the socio-demographic characteristics of Marcos loyalists influence them to practice selective exposure, selective perception and selective retention.

Document Type

Master Thesis

Degree

Master of Science in Development Communication

Language

English

LC Subject

Philippines, Communication in politics -- Philippines

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 995 1993 D46 M67

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