Theoretical Framework Updated

Theoretical Framework

        The study will determine if the student’s immediate environment which is the school has an influence with regards to their perception towards a specific advertisement that depicts a societal issue. To support the study, theories will be used in order to explain well the factors and variables mentioned in the study.

            The environment contributes a great influence on the formation of an individual’s cognitive and affective dispositions. To put emphasis on the role of environment in a person’s life, a study by Enoc used the Social Learning Theory by Carl Hovland which states that an idea constantly communicated to an individual will result to “attitude change” or learning (Enoc, 1999). The frequent exposure of these ideas and values being taught within the person’s realm of social consciousness will have an influence on his/her perception towards the environment.

            In addition, Bandura and Walters expanded this theory by considering the principle of observational learning. This principle explains that a person learns certain values from mere observation of the actions and behaviors of the people around (Bandura, 1997).  This theory supports the idea that the social environment which includes the people can affect the person’s attitude and actions.

Two persons who come from the same environment are most likely to develop the same perception towards a specific idea compared to two persons who come from different type of environment. This can be proven by the Individual Difference Theory formulated by Severin and Tankard (1992). The theory says that the people’s response on the information presented by the media varies due to the “individual’s own set of experiences, needs and personality structures”. In relation to the study, students from different type of schools may show different perceptions toward the advertisement considering the differences in the environment in which the students are exposed.

Figure 1 shows the systematic flow of the study.  The diagram starts with the first variable which is the environment because the study presumes that this variable affects the student’s perception towards the tv commercial. This is supported by the Social Learning Theory as stated above. On the other hand, the students’ response towards the advertisement varies due to their differences not only in their social environment but also to their own set of experiences and beliefs. This is described in Severin and Tankard’s Individual Difference Theory. 

Conceptual Framework Updated

           The study aims to find if there is a significant relationship between the environment and the perception of the students towards a specific tv commercial. To further explain and understand the concept of the study, the researchers cite theories which are most relevant to the variables of the study.

The independent variable of the study is the tv advertisement which presents a message that will determine how the students will perceive. The dependent variable which is the student is influenced by the intervening variable which is the environment.  

The researchers use the Social Learning Theory to prove that the students’ attitude towards some societal norms are governed and influenced by the teachers, the type of education and the students in the school. Furthermore, the private catholic high school is conservative because of the religion study and devotional exercises it impose to the school’s curriculum for the students to learn and apply the Christian practices

Meanwhile, public high schools are more liberal in their education considering the school’s curriculum does not focus on religion so as to accommodate the increasing number of students in the country. Moreover, laboratory or special science high schools are also liberal in education compared to catholic schools due to the fact that these schools have a science based curriculum. Hence, through constant exposure to the ideas present in the school, the students will eventually develop and adapt the same pattern of predisposition.

As cited in the Individual Differences Theory, the researchers presume that the students will perceive the advertisement differently due to the differences of ideas they acquire from their respective schools.  

Operational Framework Updated

Operational Framework

Social Learning Theory and Individual Difference Theory are the theories used to support the basis of studying the relationship between the difference in environment and perception of viewers toward a particular commercial. To be more familiar about intention of the study, it is best to integrate the theories to the specific variables of the study itself. The identification of the specific variables involved helps in the better understanding of the main thrust of the study.

Figure 3 presents the Operational Framework of the study where in the respondents and other variables of the study are already identified. A school is selected to represent the different type secondary school of the respondents. For the private catholic school, University of San Carlos is chosen, University of the Philippines High School Cebu for the laboratory school, and Abellana National High School for the public high school. Meanwhile, the fourth year high school students are the main respondents of the study and the McDonald's tv commercial is selected as the tv advertisement.

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Theoretical Framework

Conceptual Framework

Operational Framework