CHAPTER I INTRODUCTION Rationale Tabloids, especially those written in the native tongue, have always been a staple in every Filipino. It is sometimes called the “newspaper for the masses, or “pang masa o maka-masang diyaryo.” It has remained one of the major competitors of broadsheet newspapers in terms of readership, mainly because of its affordability and style of presenting news and information to the public. Though it does not compete with broadsheets in terms of circulation, tabloid readership has undoubtedly captured the Filipino taste, and has satisfied the mass’ thirst for information (Florendo et.al., 2002). Thus, the term “tabloidization” was coined. The term initially referred to a size, half of a newspaper. Later on, its definition evolved to a “style” identified by media critics as 1
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CHAPTER I
INTRODUCTION
Rationale
Tabloids, especially those written in the native tongue, have always been a
staple in every Filipino. It is sometimes called the “newspaper for the masses, or “pang
masa o maka-masang diyaryo.”
It has remained one of the major competitors of broadsheet newspapers in terms
of readership, mainly because of its affordability and style of presenting news and
information to the public. Though it does not compete with broadsheets in terms of
circulation, tabloid readership has undoubtedly captured the Filipino taste, and has
satisfied the mass’ thirst for information (Florendo et.al., 2002).
Thus, the term “tabloidization” was coined. The term initially referred to a size,
half of a newspaper. Later on, its definition evolved to a “style” identified by media critics
as that of tabloids: sensationalized, cheap, and a journalism flop. It was then that tabloid
was linked to pornography (S. Elizabeth Bird, in Changing Faces of Journalism, 2009).
Despite criticisms, tabloids held a formidable position in a class-stratified society.
It held more readers than broadsheets do. Hence, it can be said that more people prefer
tabloids’ “flop” writing style than broadsheets’ “formal and in-depth” analysis of news
stories (Gans, Changing Faces of Journalism, 2009).
People still seem to want to read newspapers as they ride on public transport vehicles, as they wait for appointments in
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offices, as they sip coffee in coffee shops and in their homes, and in other places (Danesi, 2002).
The above study suggests that “perception” of a news story, may differ due to the
existence of some factors such as one’s social class, educational attainment and
religious orientation.
Another notable key is the relevance of a reader’s perception of the “reality”
presented by a news story to him. It may cause him to mobilize, or it may result to a
passive reaction instead. In effect, the reader will respond psychologically and
emotionally to the people and issues in news reports.
The emphasis on drama, emotional themes, powerful images, and strong personalities make the news a convenient medium for working out psychological tensions and social conflicts (Bennett, 2007).
Aside from the four components of communication, namely sender, message,
channel, and receiver, one of the most important additions to the basic communication
model is the ‘feedback’ of the receiver, which affects the whole cycle.
The media use feedback to gauge the effectiveness of their communication.
These sender-receiver transactions take its form in newspaper readers’ comments
section, and among television networks in the form of ratings.
It is through the collated audience’s attitude and perception towards a certain
medium or channel, that the media agencies can improve their manner of delivery and
style to suit the audience’s needs.
Statement of the Problem
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This study aims to answer the question: What are the attitudes and perception of
Zone 21, Tondo, Manila residents towards tabloid news specifically front page banner
news stories?
Our study also attempts to answer the following sub-problems:
1. What are the demographic characteristics of the barangay?
a. Educational attainment
b. Age
c. Sex
d. Income levels
e. Civil Status
2. What is the tabloid readership of residents in the zone?
a. In terms of tabloid preferences
b. In terms of frequency of reading
3. What are the positive and negative responses of the residents residing in the
zone?
a. In terms of presentation of news in the front page banner news story.
b. In terms of the content of news in the front page banner news story.
4. Does the residents’ perception of front page banner news story in tabloids
affect their way of living?
5. Does the residents’ educational attainment affect their perception of front
page banner stories?
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Objectives of the Study
The main objective of this study is to find out the attitudes and perception of Zone
21, Tondo, Manila residents towards tabloid news specifically front page banner news
stories.
Hypothesis of the study
Ho: Sample mean ≥ population mean.
The hypothesis means that readers have a positive perception on tabloid.
H1: Sample mean < population mean
The hypothesis means that readers have a negative perception on tabloid
Our study also aims to achieve the following:
1. To determine the demographic characteristics of the barangay.
a. Educational attainment
b. Age
c. Sex
d. Income levels
e. Status
2. To know the tabloid readership of residents in the zone.
a. In terms of tabloid preferences
b. In terms of frequency of reading
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3. To know the positive and negative response of the residents residing in the
zone.
a. In terms of presentation of news in the front page banner news story.
b. In terms of the content of news in the front page banner news story.
4. To know whether the residents’ perception of front page banner news story in
tabloids affect their way of living.
5. To know whether residents’ educational attainment affect their perception of
front page banner stories.
To answer the sub-problem, the researchers have identified a hypothesis
statement:
Ho: There is no significant difference in the educational attainment in terms of
perception of Tagalog tabloids’ front-page banner news story.
H1: There is a significant difference in the educational attainment in terms of
perception of Tagalog tabloids’ front-page banner news story.
Significance of the Study
News is not just about people, it affects people. (Harris, et.al.,2000).
The result of this study proves to be beneficial for a number of reasons.
First, the study would provide relevant information for media practitioners
particularly those in the print media about the readership status of Tagalog tabloids. The
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study would also reveal whether who among the population usually read Tagalog
tabloids and how frequent do they read them.
Through this study, the editors and publishers of Tagalog tabloids would learn
about the people’s views regarding their presentation of news particularly their front
page banner news stories whether they need to improve it or not. The study would be
useful to them (editors and publishers) since it is important for them not only to
communicate their news stories effectively but also to suit their audience’s preferences
in terms of their writing style and news presentation.
Second, as one of this study’s sub-problems, the researchers would want to find
out if educational attainment plays a role in the respondents’ manner of perceiving
banner news stories, especially those published in the front pages of Tagalog tabloids.
The researchers also want to determine whether up to what extent educational levels
affect the said perception of news stories, media literacy, and tabloid readership.
Lastly, the research findings also prove useful to future researchers who plan to
make a research regarding media’s effect on the public, specifically tabloids.
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Definition of Terms
Educational attainment - the level of education acquired by a certain individual.
Perception - (Lindsay et. al., 1977) the process by which organisms interpret and
organize sensation to produce a meaningful experience of the world.
Banner story - the biggest or most highlighted story in a news page. This story is
treated with greater importance and news value among other stories.
News - (Spencer, in Viduya, 2010) any event, idea, or opinion that is timely, that
interests or affects large number of persons in a community, and that is capable of
being understood by them.
Tabloid - a compact sized newspaper which is usually half the size of a broadsheet.
Broadsheet - the standard size of newspapers. It is double the size of a tabloid.
Sensationalism - (Stead, in Franklin, 2005) the use and presentation of content
designed to cause interest and excitement.
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CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
Local tabloids: a brief history
During the Post-Liberation Era, just after the 1986 EDSA Revolution, major
changes, advancements and developments took place in the field of Journalism in the
Philippines
The revival of the National Press Club and the Philippine Press Institute set
standards in the mass media.
Newspapers and periodicals have expanded in pages, sections, scope of
coverage, and circulations.
Crimes and sensitive issues such as death penalty, charter change, visiting
forces agreement have been the topic of every newspaper, issues which were ignored
during the reign of the crony press.
Research and academic organizations such as the Philippine Center for
Investigative Journalism and the Center for Media Freedom and Responsibility, paved
the way for an improved relationship with the government and the press, and honed
journalists in the field. They have reduced corruption in the government by advocating
transparency among government officials and the responsibility of the press.
By 1998, there were 14 daily broadsheets and 19 tabloids published in Metro
Manila. Among large circulating broadsheets were Manila Bulletin (280 000 on
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weekdays and 300 000 on weekends) and the Philippine Daily Inquirer (260 000 on
weekdays and 280 000 on weekends).
The Abante and the People’s Journal were one of the leading tabloids with (417
600) and (382 000) circulation respectively. Out of the 408 provincial newspapers and
periodicals, 30 are printed daily, 292 are published weekly, and the rest are circulated
either monthly or quarterly.
By the onset of the millennium, 559 print publications, 475 broadsheets, 45
magazines, and 39 tabloids and comics have been very active; 22 percent are
published in the National Capital Region, 12 broadsheets, 17 tabloids, 32 magazines,
39 comics, and 5 Chinese newspapers (Philippine Media Fact Book, 2000).
The Philippine Daily Inquirer emerged on top with a daily circulation of 270 000,
followed by the Philippine Star with 255 000, and the Manila Bulletin, 250 000.
Tabloids have also been a hit among the public. Bulgar posted a daily circulation
of 448 450, which is followed by the People’s Journal, 382 200, and the People’s
Tonight, 365 811.
Other tabloids with their daily circulation are as follows: Remate, 310 000;
Abante, 260 000; Bandera, 253 523; Pilipino Star Ngayon, 250 200, People’s Bagong
835; Saksi Ngayon, 100 000; Remate Tonight, 90 000; Balita sa Hapon, 35 000; and
Sun Star Bulilit, 30 000.
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The community press also remained a hit. It covered 43 dailies; 3 in Luzon, 19 in
the Visayas, and 21 in Mindanao. There are also 315 weeklies, 209 in Luzon, 30 in the
Visayas, and 76 in Mindanao.
Front-page banner news story
A front page banner news story is a news article that dominates the whole
newspaper make-up and content. Being the most important story of the day, it is the
story assessed by newspaper editors to have the highest news value, compared to
other stories of the day.
Tabloidization
The term “tabloidization” was coined in the 20th century, which meant a decline
in journalistic discourse (broadcast or print). The specific term also connoted the
changes in traditional news. It was in USA where the term was first used.
The term continually changes, as it faces evolution in print media.
Journalist S. Elizabeth Bird cited one of the major problems is that “tabloidization
is not a clearly defined term. She also identified three indices of tabloidization: content
or style, emphasis on the personal, and a greater use of visual images.
Tabloid style is usually distinguished from broadsheets because of its punchier
sentences, narrative rather than analytical, and always attempts to make longer stories
shorter.
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The second indicator is the emphasis of human quality or emotions in the story.
Examples of these indicators are stories about big crimes –usually earthquakes,
reported in such way that the story is focused on a particular individual.
The third indicator, according to Bird, is the tabloid’s rendering of visual images.
These pictures or sketches primarily draw the attention of readers.
Tabloid make-up
The dimensions of a tabloid is 10 ½ by 14 inches, which could vary depending on
the newspaper. Sometimes the size differs by up to two inches, often the size half of a
full-page broadsheet.
The front page of a newspaper catches the attention of the reader, because it is
the first thing readers will see. The front page is what makes the sales or profit of the
tabloid increase (Macale, 2006).
Unlike the broadsheet, which is organized and formal, the tabloid is like a collage
of information compressed in a page. It serves as a teaser of what is inside tabloid
stories.
The two kinds of tabloid make-ups (layout) are “poster” and “compact”. The
poster is a classic and widely-used format of a tabloid’s front page. It has a larger photo,
a banner headline and several other headlines. Compared to broadsheets, this kind of
layout doesn’t display the lead on the front page. Instead, it engages readers by
displaying photos, usually the subject of the story.
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In effect, for the poster make-up to sell, layout artists must put great pictures and
an eye-catching headline in the front page.
Compact, on the other hand, is like a mini-broadsheet. It is an improved version
of poster layout with fewer stories, smaller photos, and smaller headlines. Compact,
from the word itself is “compressed”.
It seduces thru flashy fashion and vapid content: bold faced names, red carpet parties, socialite misadventure and the photogenic news design used to cover these tales. It feels cheap; and, for practitioners and press observers, that somehow feels wrong. (Michael Serrazio, in The Changing Faces of Journalism, 2009)
Part of every news page, headlines are also a vital part of the tabloid make-up. In
order for the newspaper to sell, it needs to have a “catchy” headline. Six words or less
must summarize the whole story. It must be accurate, fair, clear, precise, “punchy,”
thoughtful, inviting, relevant, urgent and readable. Headlines are like the mini version of
the lead. The reader must understand the story right away after he read it and buy that
newspaper to read the full-length story.
Most newspaper uses all capital letters to grasp more attention because it shouts
the message. Choosing what case must be used, is the problem of the copy editor
because it must fit the size of the paper they use.
The biggest stories are often the banner headlines. It is the largest headline in
the front page. It is also means that it is the most important story in that day, as defined
by editors.
Tabloid Readership
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In the study conducted by the Nielsen Media Research in 2006 which covered
respondents from Mega Manila, it clearly showed the facts and figures, that compact
sized tabloids are more preferred by Filipinos than those huge-paged national dailies.
Tabloids garnered 25% share of readership among other print publications, read
mostly by those belonging to the social class D, the lower class. On the other hand,
broadsheets garnered 12% share of readership and also read mostly by the social
classes C2 and D, the middle and lower classes respectively.
Both tabloids and broadsheets acquired 51.3% male readers and 48.7% female
readers. Most of tabloids and broadsheets readers belong to the age bracket 20-29
followed by the age group 30-39.
Bulgar ranked as the number one tabloid with 9.6% readership followed by
Abante with 4.4% and third is People's Journal with 2.7% readership. While in
broadsheets, Manila Bulletin is number one with 6.9% readership followed by Philippine
Daily Inquirer with 5.1% and Philippine Star with 2.9 %(2007 Media Factbook).
This only shows the fact that tabloids are more chosen and thus bought by
Filipino newspaper readers.
Perception
Perception is the process by which people interpret data initially perceived
through the five senses, which can be influenced by other external factors such as
physical and psychological factor.
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External factors such as mood, wants, and needs, influences perception and
include subjectivity in the process of perception.
There are other selective processes that are taking place during the process of
perception, namely selective exposure, selective perception, selective attention and
selective retention.
Selective exposure suggests that persons have the tendency to only expose
themselves to a medium that is consistent with their attitude and beliefs. While selective
perception is the tendency for perception to be influenced by their wants, needs,
attitudes, and other psychological factors. Selective attention is the tendency for
individuals to pay attention to specific parts of a message that are consistent with their
attitudes, beliefs or behaviors. Individuals who have this tendency avoid those parts of a
message that go against strongly held attitudes, beliefs, or behaviors. Lastly, selective
retention is the tendency for information recall to be influenced by wants, needs,
attitudes, and other psychological factors.
Role of Education in a Society
Defining the role of education in a society or community is not possible without
touching the dimensions of social stratification and social mobility.
The Philippines is an example of an open-stratified system or a class system.
Our society is composed of the upper class, upper-middle class, lower-middle class,
working class and lower class (Palispis, 2005).
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Sociologists and anthropologists have identified power, wealth and prestige as
bases of social classes. Thus education constitutes one of the most important criteria in
social status.
Education is defined as a deliberate and structured training wherein the
transmission or acquiring of knowledge, skills, attitudes and values occur.
According to Palispis, there are basically three types of education – formal,
informal and non-formal education. Formal education is systematic in terms of its
hierarchical structures and chronological succession of grade levels, from primary to
secondary, and from secondary to university or college, or even vocational and
technical courses. Out of school education on other hand can also refer to either
informal or non-formal types.
In almost every society, the people’s level of education is a
factor that causes social mobility. Through one’s obtaining of
higher education, one can climb the social ladder (Palispis, 2005:
p. 121).
Sensationalism
Journalists should be good in presenting their stories in such a manner that it
would attract readers. They seek to write news stories that thrill, stimulate and move
their readers and at the same time inciting discussion and debate. (Wolstenhome in The
Complete Reporter, 2000).
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Thus, newspaper writers and reporters thought of a way on how to make their
stories more interesting. They termed it ‘sensationalism’.
Claims of sensationalism, using and presenting of content that is designed to
cause interest or excitement, have been leveled at journalists at least the 1880’s.
Sensationalism has always been associated with tabloids (Franklin et.al.,2005:p.242).
Tabloid newspapers usually come up with stories which were branded as
sensationalized - crime, sex and celebrity. These crime stories and celebrity news are
always accompanied by heavy photographs. Stories about sex usually come in daily.
Sensationalism by its very nature exploits the unusual… Historians have long argued the definition of sensationalism in journalism. A consensus of the arguments includes an appeal to baser emotions – excitement, titillation, shock, astonishment, horror and so forth (Berry, 2008).
Functions of the Press
Journalists, whether in print or broadcast, play a vital role in the society
especially in a democratic nation like the Philippines. As watchdogs of the society, they
have the principal duty of telling the public about what is happening – the news.
The news serves mostly to inform, educate and mobilize the public so that the
public can make responsible decisions. Many writers believed that the mass media,
particularly the news, has powerful effects on people (Lule,2001 : p.35).
Another important role that the press plays is the setting of public agenda. As
McCombs and Shaw’s agenda-setting theory suggests - the media have always been
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successful in telling the public what to think about. The media provide an opportunity for
the exchange of views and opinions (Harcup, 2007: p.159).
The news media even provide entertainment to people. Humor columns, comic
strips, crossword puzzles, pictures and celebrity interviews entertain the people.
As watchdogs, the media has the responsibility of watching over the government
as well as providing people with information they need to participate in the democracy.
The media delivers practical and helpful information to people.
With the information they give to the public, journalists are always expected to
observe accuracy at all times.
Media Effects
Then, and perhaps only then, alas, can our press have an impact on Filipino morality, when it arrests the attention of evildoers, or stops erroneous judgment through warning, threat or ridicule.
This is the reason why tabloids might serve a purpose, why malicious columns, which fatten on the shattering of reputations by using half-truths to hurt people they do not like could have a cause for existing. (Santillan-Castrence, in Media and Society, 2007)
There are three evident effects that the media has on the society. These may be
Corty, Eric W. (2007) Using and Interpreting Statistics: A Practical Text for the Health,
Behavioral and Social Sciences. China: Mosby Inc.
Danesi, Manuel. (2002) Understanding Media Semiotics. New York, USA: Oxford
Unversity Press Inc. pp. 71-74
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6th Edition. Singapore 068808: Thomson Learning.
Featherstone, S., Pape, S. (2005) Newspaper Journalism: A Practical Introduction.
California, USA: Sage Publications.
Franklin, B., Hamer, M. Hanna, M., et.al. (2005) Concepts in Journalism Studies.
California USA: Sage Publications. pp. 241-242
Harcup, Tony. (2007) The Ethical Journalist. California USA.: Sage Publications.
Hariss, J., Johnson, S., Leiter, K. (2000) The Complete Reporter: Fundamentals of
News Gathering, Writing and Editing. Boston, USA: Pearson, Allyn and Bacon.
Keshner, J. (2005). Elements of News Writing. Boston, USA : Pearson Education Inc.
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Lindsay, P., Norman, D. (1977) Human Information Processing: An Introduction to
Psychology. U.S.A.: Houghton Mifflin Harcourt.
Matienzo, Narciso. (2002) Ang Bagong Pamahayagan sa Pilipino. Mandaluyong Metro
Manila: National Bookstore Inc.
Palispis, Epitacio (2005) Introduction to Sociology and Anthropology. Manila,
Philippines: Rex Bookstore. pp. 117-139.
Viduya, F. (2010) Basic Journalism Handbook. Manila, Philippines: Booklore Publishing
Corp.
Willis, Jim. (2007) The Media Effect- How the News Influences Politics and
Government. California, USA: Praeger Publishers. pp. 55-91.
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and Truthiness. New York, USA: Routledge. pp. 13-51.
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Theses:
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Journalism in Print and Television. Polytechnic University of the Philippines.
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University of the Philippines.
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Florendo, M., et.al. (2003) The Influence of Design, Layout and Typography of Selected
Broadsheets to the Readers’ Interest and Level of News Patronage. Polytechnic
University of the Philippines.
APPENDIX
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University of Santo Tomas
Department of Media Studies
Faculty of Arts and Letters
Kami po ay mga estudyante mula sa Unibersidad ng Santo Tomas. Nagsasagawa po kami ng survey na ito para sa aming thesis na pinamagatang: “Educational Attainment as a factor in
residents’ and local tabloid readers’ perception of front page banner stories”. Kayo po ay napili na sumagot ng survey na ito dahil sa inyong pagbabasa ng tabloid. Pakisagutan po ito nang naaayon sa nararamdaman ninyo tungkol sa bagay na tatalakayin. Wala pong maling sagot.
Ang inyong sagot ay gagamitin lamang sa pagaaral na ito at hindi maaring gamitin sa kung ano mang iba pang bagay. Umasa po kayo na lahat ng nakapaloob dito ay “confidential” at tanging
kami lamang ang makakabasa. Salamat po.
Pangalan (name): _____________________________________________________________
Lagyan lamang po ng tsek (√) ang linya bago ang sagot.
4. Anong tagalog tabloid ang madalas mong basahin?
_____ Abante/Abante Tonite _____ Bandera ____ Bulgar
_____ Hataw _____ Pilipino Star Ngayon ____ Remate
_____ Taliba _____ Tempo ____ Tiktik
_____ Toro _____ Iba: ____________________
5. Binabasa mo ba kaagad ang front page banner news story (headline sa unang pahina ng tagalog tabloid)?
____ Oo _____ Hindi
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6. Ano ang kadalasan mong nababasa sa headline story ng binabasa mong tabloid?
____ Masamang Balita _____ Magandang Balita
7. Meron ba itong tuwirang epekto sa iyong pamumuhay?
____ Meron, dahil nakakapagbigay ito ng karagdagang impormasyon tungkol sa aking paligid.
____ Meron, dahil mas nagiging maingat sa pakikitungo sa aking nakakasalamuha
____ Wala, dahil hindi ako naniniwalang totoo ang aking nababasang balita.
____ Wala, dahil hindi naman ganoon kahalaga ang mga binabalita sa tabloid.
____ Iba pang mga dahilan.
8. Kadalasan bang negatibo (hal. tungkol sa mga krimen atg pagbagsak ng ekonomiya ng bansa) ang nababasa mong balita sa headline ng tabloid na iyong binabasa?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon
9. Sa inyo pong palagay, dapat bang gumamit ng mga salitang balbal o impormal (hal. Kelot, niratrat, parak, tepok) sa headline ng front page ng tabloid at sa istorya nito?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon
10. Sang-ayon ka ba na ang mga istoryang tungkol sa isang krimen ang kadalasang nasa headline ng frontpage ng isang tabloid?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon
11. Madalas ka bang nakakapagbasa ng istorya ng headline ng tabloid na tungkol sa gobyerno or ekonomiya ng bansa?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon
12. Sa iyong palagay, may pinapanigan ba sa gobyerno ang tabloid na iyong binabasa?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon
13. Nakakapagbigay ba ng karagdagang impormasyon sa mga nangyayari sa bansa ang istorya sa headline ng tabloid?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon
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14. Sa inyong palagay, nasasagot ba ang lahat ng iyong katanungan tungkol sa balita na inilahad sa headline story ng tabloid?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon
15. Madali mo bang naiintindihan ang balita na inilalahad sa iyo sa tabloid?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon
16. Sa inyong palagay, tama ba ang paraan ng paglalahad ng mga balita sa tabloid?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon
17. Patuloy mo pa rin bang tatangkilikin ang pagbabasa ng tabloid?
____ Oo _____ HindI ____ Minsan ____ Walang Opinyon