jakosalem, sanchez chapter 3

Chapter 3 comments
1. This chapter discusses frameworks such as the theoretical framework, conceptual framework and the conceptual framework. Theories are also discussed in this chapter which will support these frameworks. (omit)
2. Modernization theory came out from three events. (source of the theory?year?)
3. With the advent of technology and the start of societies being modernize (d),
4. Diffusions of Innovations Theory is based in Grabriel Tarde's diffusion research in 1903. Diffusions of Innovations theory revolves around the conditions which will increase or decrease the likelihood of a new idea, product or practice that will be adopted by members of a certain society. The media or any ways of communication will affect this likelihood and the adoption of people to this certain idea, product or practice (Rogers, 1995). If the persuasion is better in one society then adopting to a "new thing" is easier amongst the members of the society. Time is also an important aspect in this theory since people may adopt to this "new thing" in a certain period of time and sooner may discontinue adopting to it. While some may reject it at first but later, may learn to adopt to it. That is why communication process is important to persuade the members of society to accept this "new thing".(lacks proper citation of sources)
5. You have so many theories and you are not able to harmonize/integrate and fit them to your problem. Use only what is very important. One theory will do as long as it is all about effect of technology on individual. Why include media theory?
6. lthough the Philippines is trying to cope up (delete) with…
7. omit media theory since you do not have media variable
8. operational framework needs more explaining.
9. refer to Castillo/alda’s chapter 3 for sample.

CHAPTER III

STUDY OF FRAMEWORKS

This chapter discusses frameworks such as the theoretical framework, conceptual framework and the conceptual framework. Theories are also discussed in this chapter which will support these frameworks.

Theoretical Framework:

The first theory is entitled Modernization Theory. This theory is basically about the effects of modernization on the way people communicate with one another. Modernization theory came out from three events. This first event produced economic development wherein media promoted the spreading of many technical and social advancements which are important in modernization (Rogers, 1962). It also produced ideas and thoughts in favor of modernity and a way to explore things not in the traditional way. The second event is more on criticizing the influence of Western modernization rather than supporting it. The third event was neither supportive nor against the Western modernization. Rather it tries to explain the consequences of modernity to contemporary societies ( Giddens, 1991). In a traditional society, individuals living close to one another have direct interaction while modern societies use mass media and interactive media to communicate with one another.

With the advent of technology and the start of societies being modernize, another theory is made to know how innovations, which are products of modernization influenced and has affected the society.
Adaptive Structuration Theory came from Anthony Giddnes' Structuration theory. This theory is made as "the production and reproduction of social systems through the members' use of rules and resources of interaction." DeSanctis and Poole adapted Giddens' theory and relate the interaction of individuals to information technology and call it the Adaptive Structuration Theory or AST. It discusses about the structures given by the advanced technologies and how people interact with these technologies. The AST could help analyze different innovations such as telegraph, electricity, radio, telephone, televisions, etc., and show how these innovations affected and influenced the structure of societies.

Other theories revolves around the adoption of society on a new idea, product or practice. One of this theory is the third theory.

Diffusions of Innovations Theory is based in Grabriel Tarde's diffusion research in 1903. Diffusions of Innovations theory revolves around the conditions which will increase or decrease the likelihood of a new idea, product or practice that will be adopted by members of a certain society. The media or any ways of communication will affect this likelihood and the adoption of people to this certain idea, product or practice (Rogers, 1995). If the persuasion is better in one society then adopting to a "new thing" is easier amongst the members of the society. Time is also an important aspect in this theory since people may adopt to this "new thing" in a certain period of time and sooner may discontinue adopting to it. While some may reject it at first but later, may learn to adopt to it. That is why communication process is important to persuade the members of society to accept this "new thing".

To support the former theory is the fourth theory.

The Symbolic Interactionism Theory which was formulated by Blumer in 1969, is the interaction of individuals and the formation of meanings of these interactions. It states that human acts towards other human or things is according to what meanings they give to these people or things. Since people are a part of a community, they also aid in giving meanings to the people and things around them.

The next theories will specifically tackle on mass media.

Cultivation Theory centers on how television affect the concepts of society. This was developed by George Gerbner in the mid-1960's. Gerbner's purpose was to know whether and how watching televisions influence and affect the viewer's perception of what the everyday world look like. Some cultivation theorist stated that televisions has already affected the society in small, gradual, indirect but cumulative and significant ways. The theory suggests that televisions help in shaping or 'cultivating' the viewer's ideas of social reality and may shape the society's culture as a whole.


Dependency Theory was originally proposed by Sandra Ball-Rokeach and Melvin DeFleur in 1976. This theory proposed an integral relationship among the audiences, viewers, media and the larger social system. This theory predicts that people depend on media information to meet certain needs and achieve certain goals. There are two factors that affect the level of media dependency. The first one is one may depend more on the media that meets more needs than that of the media that provides less. The second source of dependence is social stability. When there is social change and there will be conflicts in beliefs and practices which will make you think over again and make new choices. During these times, your reliance on media for information will likely to go up. But for others, it may decrease.


Refer to Figure 3.1 as the theoretical framework. This shows that people as members of society adapt to technology. This characteristic is supported by the above-mentioned theories. With these adaption to technology comes the inevitable effects of adaption which also affects people's life.






Conceptual Framework:


The Philippines has been colonized by three countries in the past. Two of which are from the Western part of the globe. With the influence of the West, the Philippines' society is slowly being modernized. Although the Philippines is trying to cope up with the advancement of the other countries, and is already a developing country, some parts of the Philippines still hangs on to the traditional ways of the past. However, not all from the cities and urban places are well acquainted with these modernize innovations. Like the people from the mountains and provinces, there are still people from the cities who also live in the traditional ways. Most of these people are the older people.

However, even if not all the citizens can interact with technologies well, different innovations are still made and inventions from the past are upgraded and are being advanced. Companies produce different kinds of technological things in which people would like to adopt and continue adopting (Rogers, 1995). One of these advanced things are also the gadgets. Some gadgets are handy that it can just be placed in the pocket, purse and bring it anywhere without too much burden. Handy things are popular nowadays since it is small and easy to bring.

But for this gadgets to be easily known to the public, the mass media aids in promoting these especially televisions which are responsible in shaping the society and even the society's culture. However, this will also likely rely on the dependency of the members of the society to the mass media especially when it will affect their ways of living.

Figure 3.2 illustrates the flow of the conceptual framework. Here, since older people are those that cannot cope up with the advancements of modernization, so the researchers picked the teenagers as the subjects. Teenagers will more likely adapt to handy gadgets since its easier to bring and less burden. With their adaptions to these handy gadgets, their lifestyle may also be affected.







Operational Framework:

Teenagers are more likely to adapt to the advancements of technology specifically handy gadgets. One of the handy gadgets that teenagers would like to acquire are cellular phones (Hans, 2006). Like other technological inventions, cellular phones, may affect and influence teenagers' lifestyle.

Refer to Figure 3.3 for the operational framework. Figure 3.3 specifies teenagers as the selected Cebu City teenagers ages fifteen to eighteen. It also shows teenagers' adaption to cellular phones. It shows that there might be possible effects of cellular adaption of teenagers who acquire cellular phones at the age of eight to eleven and twelve to fifteen. The aspects of teenagers' lifestyle that are covered are study habits, sleeping habits, relationship with family and friends and their attitude towards household chores.