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TO THE PROMOTION OF LOCAL MUSIC Introduction Theoretical Framework This study was based on the theory Uses and Gratifications Approach postulated by Rosengran and Windah
A key event in the emergence of new school of theory and research was the publication of a collection of articles under the title Uses of Mass Communication (Blumler and Katz 1974). This volume provided a description of the underlying logic of investigations into media uses and gratifications. Derived from them are the following: ‘They are concerned with (1) the social and psychological origin of (2) needs, which generate (3) expectations of (4) the mass media and other sources, which lead to (5) differential patterns of media exposure (or engagement in other activities) resulting in (7) other consequences, perhaps mostly unintended ones. METHODOLOGY Research Design Statement of the Problem 1.What type of media do CAL students subscribe to K-Pop?
2.What is the level of effectiveness of media in promoting K-Pop to CAL students?
3.What are the factors that influence CAL students to patronize K-Pop?
4.What are the implications of the findings of this study to the promotion of the local music industry?
Figure 1. Theoretical Paradigm Theoretical Paradigm Media is the most effective tool in promoting both culture and identities. The conceptual paradigm shown in Fig. 2 shows what causes BU-CAL students to patronize K-Pop and how it has affected its popularity and its effect to the local music industry.
According to the Uses and Gratifications Theory, it answers why people actively seek out specific media outlets and content for satisfying their needs. The theory also discusses how users proactively search for media that will not only provide them with what they are searching for but also to give them more data and knowledge. In this study, it is about Kpop and how media helped in its widespread and its implication to the local music. Conceptual Framework Conceptual Paradigm quantitative and qualitative descriptive survey method with questionnaires as the research tool fact-finding study with adequate and accurate interpretations of the findings Respondents CAL Students enrolled in the 2nd semester of 2012-2013
Focus Interview. two DJ’s, a media practitioner, a local tourism representative, a K-Pop blogger, one member of a youth organization, an owner of a business establishment and lastly a representative from the OPM Commission. Statistical Treatment Slovin’s formula. Frequency count Ranking Results and Discussion Findings In the subscription of the respondents for K-Pop, Television was the foremost medium used having 41%. Radio was the second form of media having 18%, third was the Print Media (Newspapers, Magazines, Print Ads,) having 15%, fourth was the New Media (i.e. Internet) having 19% and lastly the Social Media which was suggested by most of the respondents having 8%. All types of medium were considered effective in the promotion of K-Pop to the respondents; although, the Internet was the most effective medium in K-Pop promotion having 85% responded that it is very effective, second was the Television having 84%, third was Radio, fourth was the Print Media (i.e. Magazines 66%, Newspapers 63% ) and Billboards being fairly effective in its promotion having 77% of the respondents answering that is is fairly effective. There were many factors in the respondents’ patronization of K-Pop, based on this study, the main factor for their patronization is because K-Pop is entertaining having 95%. It is also because of the reason that K-Pop has a choreography which is easy to remember having 91%. Additionally, is because K-Pop is catchy to the eyes of the audience having 74% causing their patronization. Other factors that made them patronize K-Pop is true to its own style and it is different in term of style and concept both having 53 of the percentage. Furthermore, K-Pop songs are easy get into than other western songs and it slightly more appropriate for the younger audiences both also having 40%. Suggestion from the respondents stating that K-Pop is cute was also considered and that K-Pop does not tackle about sex attained 37%. K-Pop is also patronized by the respondents because it is about love, society, and heartbreaks, or just plain old cute songs having 28%. Lastly, it is because K-Pop looks and sounds better than any genre of music having 24%. A focus interview was conducted in order to identify the implications of the findings of the study to the promotion of the local music industry, most of the participants suggested that the initial promotion and widespread of the local music must be prioritized adding that it is not achievable to prevent foreign music to enter our country but its moderation could be possible. Specifically, the M.O.R DJ along with his affiliation I spearheading a local music program entitled “Bicol X” in which this showcases local artists or groups from the Bicol region performing their original pieces. In addition to that, the OPM Commissioner along with her affiliation are conducting timely events that support and cater to our local music artists (i.e. Artists’ Right and Welfare Protection Program, Original Pinoy Music (OPM) Fair and Summit, Registry of Filipino Artists and their Works). Conclusions BU-CAL students subscribe for K-Pop mainly through the use of Television as it is the most readily available form of media they have. Other forms of media were also used in their subscription like Radio, Print, Internet and the Social Media (Facebook, Twitter). The Internet was the most effective medium in the promotion of K-Pop for the BU-CAL students as it provides an all-in-one access not only to K-Pop music but also to the whole idea itself. Other forms of media like the Television, Radio, Print Media (Newspapers and Magazines) were also very effective in K-Pop promotion and Billboards being only fairly effective due to the lack of its availability to users. The main factor for the BU-CAL students’ patronization for K-Pop is because it is entertaining. Supporting that fact is because it has choreography to remember and because it is catchy to the eyes of the audience. Unlike K-Pop which is patronized by the youth for its superficial aspects, OPM is listened for its content along with its message, artist, language and emotions presented. The implications of the findings to the promotion of the local music industry suggests that the promotion and widespread for our local music should be initially prioritized. Although it is not possible to prevent foreign music to reach the Filipino audience, moderating it could be a good start. Local music producers have started and continued to create music programs that would promote and benefit the local artists and its audiences. Recommendations 1. Media as the most powerful tool for dissemination of information should continue to provide and its users their needs in both information and entertainment materials. 2.Media as the most persuasive tool in reaching to audiences should maintain its effectiveness in the promotion of various materials and content. 3. Campaigns and promotions of media for K-Pop should be fair to the other genres of music we have. The heightened exposure of K-Pop has resulted for OPM to have lower audiences. 4. The producers of music and television content in the country could use this finding in order to improve the production of local media content so that Filipino media texts could also gain the loyalty and support of the young Filipino media consumers. 5.Local music promotion should not only be done by those involved professionally, but through the audiences as well by patronizing our very own first in order for its furtherance. 6.Print media should improve and increase its advertising capabilities as it is the least form of media consumed. 7. The researchers recommends future researchers to create a more in-depth analysis on the K-Pop and OPM popularity on a wider scope as it will provide a great amount and quality of data. 8.A study on the a comparative analysis between K-Pop content and Filipino music content can also shed light on which of the two media texts is more preferred by the Filipino audience and the reasons for their preference. The results of such studies would be beneficial for the improvement of the local media industry. Filipinos are currently going crazy over Korean pop groups, proof of this is their domination of local music countdowns.1 Since the rise of Korean pop music in 2005, more and more Filipinos and people from other parts of the world are fast becoming devoted fans of these Korean cultural products. In our society today, people are influenced by many different things. Music does control society in some aspects. The reason why the youth patronizes K-pop songs than the OPM is because, Tagalog songs are more of classical genres compared to K-pop songs which are more lively and vigorous. The youngsters are the one who dominates the mainstream media therefore there are more group who patronize Korean songs which they find more appealing than OPM. Bicol University students, especially those from the College of Arts and Letters, are not left behind.
So, the researchers would like to find out the reason for their active consumption of Kpop media texts, what aspects of Kpop media content contribute to the Filipino teens’ liking and appreciation? Will Kpop emerge as the most listened music of today? What will it contribute to the local music industry? What of the Original Pinoy Music? These questions fueled the researcher’s interest in understanding the consumption of Korean popular music, videos and artists and how media has affected their preference. Mass media is a tool for mass communication, without it, communication cannot be properly introduced without the use of its medium in informing the masses. Thank you! :D