THE PRINCIPLE OF MEDIA SEPARATION: FREQUENCY AND SHIFTS IN

MEDIA USE AND THE FORMATION OF IMAGINED COMMUNITIES IN THE

PHILIPPINES

Elias Rafael L. Decena1 Pedrito Jose V. Bermudo2

Abstract

This study adopted a methodological triangulation approach in determining the frequency and shifts in media use
among 221 media users from different parts of the Philippines. Results showed that the subjects use New Media
more frequently (9.12 hours daily) than any other media. The subjects shift to a media which was easier and more
convenient to use. This shift is most likely to occur between 12 noon to 8o’clock in the evening and themes from this
shift in media use were identified to be: convenience and appeal; needs satisfaction; and expanding source of
information. The subjects were subconsciously aware of imagined communities and engaged with them especially
when they feel that there are people who share the same entertainment value that they prefer. The related themes
which were identified from this were: commonality and belongingness in like-minded groups. The subjects used
radio and television regardless of age but female subjects prefer New Media while male subjects prefer television.
Employed subjects are more inclined to use print media while unemployed subjects prefer New Media. Radio and
television are still widely used across the Philippines; however, Visayan people use more print media as compared
to those in Broad Luzon who prefer New Media. There was a significant positive relationship between New Media
and the awareness and participation in imagined communities. There was also a significant positive relationship
between shifts in media use and the awareness and participation imagined communities; this was identified to most
likely occur between 10o’clock in the morning to 12 noon. Based from the findings, the researcher proposed the
principle of media separation which basically states that when a medium cultures an imagined community, it will be
most likely preferred by media users; on the other hand, media users separate from a medium which does not have
this ability.

Keywords: shifts in media use, imagined communities, media separation; New Media; traditional media

1 Faculty, College of Arts and Sciences, Communication & Languages Department, University of Perpetual Help System Laguna,
City of Biñan, Laguna, Philippines 4024
2 Dean, College of Arts and Sciences, University of Perpetual Help System Laguna, City of Biñan, Laguna, Philippines, 4024
 1

1. Introduction

The changing behavior among people towards media consumption had an adverse effect

within the industries of media. Print in the form of newspaper and tabloids, were at a time, the

only source of “mediated” information to the public. Not until the 1920s when radio became

popularized and used not only as a source of entertainment but also for educational purposes.

The same rise of radio also gave birth to television. “The audiovisual era reinforced a principle

that developed during the preceding visual instruction movement: visual aids can teach more

people more things in less time” (Cortez, 2009). This also holds true with entertainment. As

more people tuned into television which not only appealed to two of their senses, the more

challenged radio and print had become. Thus, the era of television was, in media history, deemed

the most pervading.

Today, the Internet and web-based media are the big player; combining all innovations

that were once limited to each media, digital media (conglomeration of all Internet-based media)

is now the biggest shareholder of media consumption. From this trend, the consumption of

traditional media has been declining over the years. As the population becomes replaced with

generations of the millennials, media consumption also changes. Inasmuch as the people demand

for more innovative content, the effectiveness of a medium relies on its appeal to the consumers

it caters to. Media evolves in terms of content, style, and delivery in an attempt to survive in the

fast-paced changing market. However, recent statistics in the Philippines on media consumption

tend to lean more on the use of digital media, specifically new and social media, which poses a

greater challenge to the survival of traditional media.

 2

This poses a problematic challenge for traditional media as their survival relies on their

ability to maintain resources: the advertisers, the content makers, and the audience to which all

of them thrive from. And with the massive transfer of media users from traditional to digital,

there are less to provide service to and lesser people who benefit from them.

With all of these, questions arise: What prompt people to shift their media consumption

behavior? How often do these shifts occur? What are the measures of a medium’s life span? Is

there a way to predict a medium or its platform’s endurance?

With all of these, questions arise: What prompt people to shift their media consumption

behavior? How often do these shifts occur? What are the measures of a medium’s life span? Is

there a way to predict a medium or its platform’s endurance?

In an attempt to answer these questions, Benedict Anderson’s concept of the imagined

community comes into play. The “imagined communities” or the term used to describe situated

sense-making practices of fan groups, subcultures, and other types of social collectivity

(Encyclopedia of Communication Theory), is widely used in media scholarship to describe a

phenomenon observable from audience in which they display “shared” and “practiced”

understanding of media meanings. These communities are assumed to play important roles in

“maintaining” the relevance and meaning of media text and content to an extent that these

become cultures.
 3

But how do these imagined communities contribute to the proliferation of an existing

media or platform (i.e. new media; Facebook); and how do they dictate the relevance of these?

In the Philippines where millions of people consume digital media more frequently every

day, can traditional media remain relevant for Filipinos?

The researcher founded on these questions as groundwork for probing on the possible

existence of imagined communities in everyday media use and if this aggrupation has a

symbiotic relationship with the media it thrives upon. The researcher also found relevance in the

possibility of arriving to a conclusion where a map of Philippine media use behavior could be

traced and the reasons for shifting media preference could be qualified.

2. Methods

This study worked under the guidelines and standards of the methodological triangulation

method, also known as ‘mixed-method’ research. Methodological triangulation involves using

more than one kind of method to study a phenomenon (Zauszniewski, 2012). Specifically, this

study employed ‘across method’ design in which both quantitative and qualitative designs were

used to gather data and information from the same respondent-subjects of the study.

Descriptive-correlational research design was used primarily in the quantitative approach

of the study. Through this design, the study determined the frequency of media use among the

221 respondent-subjects across various modes. Simon (2012) writes that the descriptive-

correlational design “investigates one or more characteristics of a group to discover the extent to
 4

which the characteristics vary together;” hence, providing the researcher of the current study the

ability to investigate on the possible existing relationships between the respondents’ profile and

media use.

The questionnaires were distributed to the respondents using Survey Monkey. The

respondents rated each statement using a four-point Likert scale, where the respondents had

given responses which were statistically interpreted as: 3.51-4.00 (Highly Aware); 2.51-3.50

(Aware); 1.51-2.50 (Quite Aware); and 1.00-1.50 (Not Aware).

Time series analysis was also employed under the quantitative analysis aspect of the

study. Grandell (2012) defines time series as a set of observations recorded at specific intervals

of time. Through this method, the researcher interpreted the behavior of media use based on the

underlying variables of the study. In the conduct of this, ‘log analyses’ was utilized as a cohort

methodology. Yi (2011) purports that studies using these recordings are classified as one of

ethnographical studies in which “they are intended to reveal existing phenomenon and generate

hypothesis.”

The sequential procedure of mixed methodology design was used to conduct follow-up

exploratory details which were derived from the statistical results of the quantitative data.

Creswell’s transcendental phenomenology was utilized to derive the ‘essence’ of the 5

participants’ (from the respondent groups) ‘lived experiences.’ Creswell (2012) writes that

phenomenological research identifies these essences of human experiences concerning a

phenomenon, as described by the participants of the study.

 5

In summary, this study employed three research methods in the analysis of the data which

will be collected. These methods are, to wit: descriptive-correlation, time series analysis, and

transcendental phenomenology.

3. Results and Discussion

3.1 Subjects’ Profile
Table 1
Profile of the Subjects

Profile Frequency Percentage

Age
16-25 158 71.5
26-35 33 14.9
36 and above 30 13.6
Gender
Male 89 40.3
Female 132 59.7
Employment Status
Employed 84 38.0
Unemployed 137 62.0
Geographical Location
Metro Manila 34 15.4
Broad Luzon 173 78.3
Visayas 4 1.8
Mindanao 10 4.5
Total Number of Respondents = 221

The majority of 158 or 71.5% of the respondents are those belonging in the age bracket of 16-25.

There were 89 or 40.3% male respondents while 132 or 59.7% of them are females. In addition, the

respondents were composed of 84 or 38% employed individuals and 137 or 62% unemployed individuals.

Majority of these respondents hail from Broad Luzon composing 173 or 78.3% of the population; 34 or

15.4% from Metro Manila; 10 or 4.5% from Mindanao; and four (4) or 1.8% from Visayas.
 6

3.2 Subjects’ Frequency of Media Use

Table 2
Subjects’ Frequency of Media use

Media Weighted Mean Interpretation Rank

Print Media 1.22 Seldom 4
Radio 1.69 Sometimes 3
Television 2.47 Sometimes 2
New Media 3.55 Always 1
Average Weighted Mean 2.23 Sometimes

Figure 1
Transaction Log Entry 1

New Media ranked the highest in terms of media use and gained a weighted mean of 3.55 with a

verbal interpretation of Always; in the transaction log, it ticked in 9.12 hours of daily use. On the other

hand, Print Media ranked the lowest with a weighted mean of 1.22 verbally interpreted as Seldom; in the

transaction log, it ticked in 1.04 hours of daily use. The subjects’ gained an average weighted mean of

2.23 which is verbally interpreted as Sometimes.

Transaction Log Entry 1 (Hours of Media Use per Day), provides similar results with the subjects

ticking in an average of 9.12 hours a day of New Media Use. This was followed by Television use at 1.53

hours per day. Contrary to the statistical results above, Radio use among the subjects was ticked in at 0.72

hours per day, only following Print use with 1.04 hours a day.
 7

Furthermore, this is supported by the study of Suva (2016) which states that Filipinos support the

massive use of Social Media; spending 8.4 hours on the Internet using either desktop, laptop, or mobile

devices.

3.3 Subjects’ Shifts in Media Use

Table 3
Subjects’ Shifts in Media Use

Indicators Weighted Mean Interpretation Rank

1. The media I was using was not able to satisfy
my information needs.
2.47 Disagree 5
2. The media I was using was not able to satisfy
my entertainment needs.
2.48 Disagree 4
3. The media I shifted to use had more features
than the other media.
2.95 Agree 2
4. The media I shifted to use was more
appealing to me.
2.90 Agree 3
5. The media I shifted to was easier to use and
more convenient for me.
3.00 Agree 1
Average Weighted Mean 2.76 Agree

Figure 2
Occurrence of Shifts

Indicator 5 “The media I shifted to was easier to use and more convenient for me” ranked the

highest with a weighted mean of 3.00 which is verbally interpreted as Agree. The respondents shift media

use from 12noon to 8o’clock in the evening. The respondents’ gained an average weighted mean of 2.76

which is verbally interpreted as Agree.

 8

Theme 1: Convenience and Appeal notes of the participants’ primary reason in shifting to

another media. The participants cited the convenience brought about by a particular media they shifted to,

adding the media’s personal appeal to them.

Participant 1: “I shift to another media because of the convenience. For example, the

Internet is faster than television news programs. Although the quality of the information

circulating in the Internet can be questionable and can easily be tampered or sensationalized, the

presentation of the facts is more concise and more entertaining; especially on Twitter, for

example.”

Theme 2: Needs Satisfaction. The participants noted that the media they shift to usually

satisfies their information and entertainment needs. However, it was highlighted that the media they

shifted from does not necessarily lack these gratification features, but would prefer the media shifted to

because of additional functionalities. In this context, the participants use a different media from what they

shifted in order to address the functionality missing in a specific media.

Participant 5: “The media I shift to must necessarily be useful and beneficial to my

everyday activities. I stick to a media source if it presents quality content that is enjoyable,

concise, and can be used as soon as possible.”

Theme 3: Expanding Source of Information. Shifts in media use are not only one-way, as

described by the participants, but function in mutually-beneficial, two-way process. The participants

suggest that a piece of information derived from a specific media may be probed further in another; then

this information-gathering process may revert to the original media if it remains to be the medium of

choice.

Participant 3: “I usually turn to other media sources if I find a piece of information in

another media source. This is because I know that the other media would be able to provide me
 9

more comprehensive details about what I want to find out. However, I still stick to the media I

was originally using because I feel more comfortable with it.”

In support of this, Nasi (2014) purports that patterns of change have been different across various

socio-demographic groups. The research suggested that basic factors influence media preferences. These

factors would include age, education, and gender which are assumed to have significant impact on the

preference patterns. Hence, Nasi concluded that younger people show less interest in newspapers in

comparison to older age groups; mainly the reason why shifts between media most likely lead to New

Media.

3.4 Subjects’ Level of Awareness on Imagined Communities

Table 4
Subjects’ Level of Awareness on Imagined Communities

Indicators Weighted Mean Interpretation Rank

1. There are groups of people who share the
same ideals that I have.
2.86 Aware 4
2. There are people who share the same
entertainment value that I prefer.
2.97 Aware 1
3. There are people who look for the same
pieces of information that I look for.
2.91 Aware 2.5
4. There are people who I feel I can connect to
because of the content displayed.
2.91 Aware 2.5
5. There are people who share the same
community of ideas and values that I have.
2.81 Aware 5
Average Weighted Mean 2.89 Aware

Indicator 2 “There are people who share the same entertainment value that I prefer” ranked the

highest with a weighted mean of 2.97 verbally interpreted as Aware. Indicator 5 “There are people who

share the same community of ideas and values that I have” ranked the lowest with a weighted mean of

2.81 but was still interpreted as Aware. The respondents’ gained an average weighted mean of 2.89 which

is verbally interpreted as Aware.

Theme 4: Commonality notes the participants’ basic reason for using a specific media. In this

premise, the participants communicated a sense of commonality among the people who are using the
 10

same type of media that they are using. This suggests that the participants stick to a particular media

because there is a sense of similarity between them and the other people who use these media as well.

Participant 3: “I think it is important to feel a sense of commonality with certain groups

of users of a media. Because of commonality, you feel up-to-date and you can exchange similar

ideas with them. I personally choose to communicate with people who share similarities and

dislikes that I have, mainly because we can easily have an open discussion about these things.”

Theme 5: Belongingness in Like-Minded Groups. Being associated with people who are like-

minded provides a sense of belongingness among the participants. This idea works within the context of

the media being used. The participants stated that using a specific medium, which people who share the

same ideas and ideals that they have also use, makes them feel comfortable with that specific medium.

Participant 4: “Whenever I use a media which other people use, I feel like I belong and

that I am more involved in the community in which they operate in. I find it comforting at some

point and I feel that I have the freedom to express myself more freely compared to when I am

using a different media.”

Participant 3: “I actually belong to an online fans’ club which brings together the actual

fans of this young artist. We feel that we need to communicate not only personally but online as

well because we need to keep ourselves updated with what is happening with our peers. We also

follow certain rules online regarding on how we respond to bashers of this artist.”

This is supported by Gruzd’s (2011) findings which suggest that imagined communities could

exist potentially anywhere and in any form. He notes that “the notion of community has often been caught

between concrete social relationships and imagined sets of people perceived to be similar.” Feenberg

(2016) adds to this by stating that community life also contains an aspect of virtuality; that the sense of

belongingness does not rely on the nature of the medium that it thrives upon.
 11

3.5 Difference in the Subjects’ Frequency of Media Use When They are Grouped According
to Profile Variables
Table 5
Difference in the Subjects’ Frequency of Media Use When They are Grouped According
to Profile Variables

Statistical Test
Media Mean p-value Interpretation
Kruskal-Wallis Test
X1 (16-25) =1.18
Print Media X2 (26-35) = 1.18 X2 = 7.615 0.022 Significant
X3(36 and above) = 1.47
X1 (16-25) = 1.63
Radio X2 (26-35) = 1.97 X2 = 4.195 0.123 Not Significant
X3(36 and above) = 1.70
X1 (16-25) = 2.51
Television X2 (26-35) = 2.45 X2 = 1.633 0.442 Not Significant
X3(36 and above) = 2.23
X1 (16-25) = 3.72
New Media X2 (26-35) = 3.42 X2 = 26.022 0.000 Significant
X3(36 and above) = 2.83
0.05 level of significance

Figure 3
Transaction Log Entry 1 | Radio vs. Television

With a 0.05 level of significance, there are significant differences in the respondents’ frequency

of media use in print and new media when grouped according to age (print media: p value 0.022 | new

media: p value 0.000); employment status (print media: p value 0.044 | new media: p value 0.001); and

geographical location (print media: p value 0.000 | new media: p value 0.002). With a p value of 0.047,

there is also a significant difference in the respondents’ new media use when grouped according to
 12

gender. Print media and new media also had the highest cumulative occurrences based on the transaction

logs.

This is supported by Transaction Log Entry 1 (Radio vs Television) which shows 0.81 hours of

difference between radio and television. This figure is derived from entries from subjects who belong in

various age ranges. Hence, media use for radio and television remained the same regardless of the age

group.

Furthermore, print media use was ticked in at 1.04 hours per day bearing significant difference

with radio and close usage with television. New Media ticked in the most significant difference among all

media used, ticking in at 9.12 hours per day.

This supports Mander’s (2014) findings which state that age groups contribute to varying media

consumption behavior. In his global summative report, those within the 16-24 age range contributed to

the high number of usage in New Media. Suva (2016) also supports this by stating that in the Philippines,

Filipinos perceive radio as a trusted source of information with a 65% penetration rate.
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3.6 Relationship Between the Respondents’ Frequency of Media Use and their Shifts in
Media Use
Table 6
Relationship Between the Respondents’ Frequency of Media Use and their Shifts in
Media Use

Frequency of Media Use Pearson r p value Interpretation

Print Media -0.019 0.778 Not Significant
Radio -0.081 0.233 Not Significant
Television -0.001 0.985 Not Significant
New Media 0.204 0.002* Significant
0.05 level of significance
*0.01 level of significance

Figure 4
Transaction Log Entry 4

With a significance level of 0.01, new media gained obtained a p value of 0.002, which was lower

than the level of significance; hence, there is a significant relationship between the respondents’

frequency of media use and shifts in media use. The fastest shift in media use occurred from 10o’clock to

12noon based on the transaction log.

Transaction Log Entry 4 also showed the most abrupt shift between New Media and other forms

of media. A difference of 13 points, which is the smallest score, means that media use which occurred

from 10o’clock to 11o’clock in the morning had the fastest shift to another medium at 11o’clock to 12

noon. It is also important to note that this shift was observed to be most likely occurring from traditional

media (either radio or television) to New Media.

 14

These reflect the study of Blodget (2014) which noted that generational shifts in media use have

accounted for large media outfits and networks to realign their strategies in content distribution. He

further added that once individuals of younger cohorts turn 35 years old, “no one will favor newspapers as

these would not register on the preference chart.” Blodget further noted that the shift to digital is

generational and that people who grew up without newspapers will not probably read them in future time.

This also applies in vice versa. Hence, media habits, according to Blodget, “die hard.”

3.7 Relationship Between the Respondents’ Frequency of Media Use and their Level of
Awareness on Imagined Communities
Table 7
Relationship Between the Respondents’ Frequency of Media Use and their Level of
Awareness on Imagined Communities

Frequency of Media Use Pearson r p value Interpretation

Print Media 0.139 0.039 Not Significant
Radio -0.076 0.264 Not Significant
Television -0.027 0.691 Not Significant
New Media 0.289 0.000 Significant
0.01 level of significance

With a significance level of 0.01, new media obtained a p value of 0.000, which was lower than

the level of significance; hence, there is a significant relationship between the respondents’ frequency of

media use and their level of awareness on imagined communities.

These findings are complementary to Feenberg’s (2016) and Holland’s (2012) own research

findings. They concluded that the imagining of a nation (a particular group or community) can be traced

to media representations, forged through common languages and understandings. They further added that

imagined communities are fixating joint attention from audience/users through constant use of a specific

medium – in this case, New Media.

 15

3.8 Relationship Between the Respondents’ Shifts in Media Use and their Level of
Awareness on Imagined Communities
Table 8
Relationship Between the Respondents’ Shifts in Media Use and their Level of
Awareness on Imagined Communities

Variables Pearson r p value Interpretation

Shift in Media Use
Level of Awareness on Imagined 0.414 0.000 Significant
Communities
0.01 level of significance

Figure 5
Transaction Log Entry 5

For the relationship between the respondents’ shift in media use and their level of awareness on

imagined communities, a Pearson r value of 0.414 and a p value of 0.000 were obtained – which was

lower than the 0.01 level of significance signaling a significant relationship.

These findings are also reflected in Transaction Log Entry 5, where media use from 10o’clock in

the morning to 12 noon drew similarity with media use by 7o’clock to 9o’clock in the evening. Difference

of 13 points and 17 points respectively, were tallied from the transaction log. This means that during these

time ranges, the subjects were shifting from one media to another. In addition, transaction notes also

suggest that these shifts were brought about by the presence of significant people in the subjects’ lives

using a specific medium at the time – further reinforcing the idea of interactivity as the underlying reason

for shifting media.

 16

These findings are in support of Acquisti’s (2016) suggestion that Social Media networking and

other online social networks have ticked in exponential growth through the years – building the existence

of imagined communities in the digital space even when privacy concerns are high.

4. Conclusions
Results showed that the subjects use New Media more frequently (9.12 hours daily) than

any other media. The subjects shift to a media which was easier and more convenient to use.

This shift is most likely to occur between 12 noon to 8o’clock in the evening and themes from

this shift in media use were identified to be: convenience and appeal; needs satisfaction; and

expanding source of information. The subjects were subconsciously aware of imagined

communities and engaged with them especially when they feel that there are people who share

the same entertainment value that they prefer. The related themes which were identified from

this were: commonality and belongingness in like-minded groups. The subjects used radio and

television regardless of age but female subjects prefer New Media while male subjects prefer

television. Employed subjects are more inclined to use print media while unemployed subjects

prefer New Media. Radio and television are still widely used across the Philippines; however,

Visayan people use more print media as compared to those in Broad Luzon who prefer New

Media. There was a significant positive relationship between New Media and the awareness and

participation in imagined communities. There was also a significant positive relationship

between shifts in media use and the awareness and participation imagined communities; this was

identified to most likely occur between 10o’clock in the morning to 12 noon.

 17

5. Proposed Framework
Based on the findings of the study, the researcher proposes the principle below and its

correspondent principle-model. The presuppositions of this principle are based on the

quantitative and qualitative empirical evidences gathered from the 4-month data gathering

period.

Figure 6
Principle of Media Separation

The figure above shows the inter-laps of the media user among an imagined community

and the media that s/he uses. A medium in which an imagined community operates in is shown

to be “embedded in the life” of a particular media user. On the other hand, a medium which does

not culture an imagined community remains as only an upfront alternative media; hence,

“separated”. However, the media user keeps both of the media as cycling sources of information

and entertainment, shifting from one media to another, but particularly sticking to a media which

cultures the imagined community in which the media user belongs.

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