Chapter 4
Data Gathering Presentation, Interpretation and Analysis

Data Analysis and Presentation This chapter presents the results of the data gathered in the form of survey questionnaire from the 20% of the 3rd year and 4th year Broadcasting Students of Lyceum of the Philippines University-Manila. The collection of data analysis is about on the effectiveness of media in building or ruining a politician’s image. The goal of this chapter is to determine the perception of the respondents on the effectiveness of media in ruining or building a politician’s image. This chapter outlines the results of data gathered that analyzed and interpreted by the researchers.

Actual Fieldwork After the approval of Professor Renalyn Valdez for our research instrument, we asked from the CAS Department an official list of enrolled 3rd and 4th year Mass Communication Major in Broadcasting students as refererence for our respondents and schedule. On September 3 and 5, the researcher, were scheduled to conduct their survey. The distributed survey questionnaire for 35 respondents from the 4 sections of Broadcasting students in the Lyceum of the Philippines University-Manila. The researchers tabulatedbtheir answers after conducting the survey and some up with the percentage and weighted mean of the questions. After tallying their answers, the researchers analyzed and interpreted the data gathered.

I. Profile of the Respondents
The chosen respondents are 3rd year and 4th year level taking up Bachelor of Arts in Mass Communication Major in Broadcasting under the College of Arts and Sciences of Lyceum of the Philippines University-Manila. The exact number of respondents are 35 or 20% of the total officially enrolled Broadcasting Students whose age ranged from 17-23 years old.
Table 1.1
Age of Respondents | Frequency | Percentage | 17 years old | 1 | 2.85% | 18 years old | 9 | 25.71% | 19 years old | 15 | 42.85% | 20 years old | 8 | 22.85% | 21 years old | 1 | 2.85% | 23 years old | 1 | 2.85% | Total | 35 | 99.96% or 100% |

Table 1.1 shows that most of the respondents are aged 19 years old or 42.85% of the total respondents, followed by aged 18 years old or 25.71% of the total respondents.

Table 1.2
Gender of Respondents Gender | Frequency | Percentage | Female | 27 | 77.14% | Male | 28 | 22.85% | Total | 35 | 100% |

Table 1.2 shows the exact number of male and female respondents, with 27 female 3rd year and 4th year Broadcasting Students equivalent o 77.14%; while 8 male 3rd year and 4th year, Broadcasting Students equivalent of 22.85 of the entire population.

Table 1.3

Consistency of Respondents in Viewership

Choices | Frequency | Percentage | Inconsistency | 23 | 65.71% | Consistency | 12 | 34.28% | Total | 35 | 99.99% or 100% |

Table 1.3 shows that 23 of the respondents or 65.71% are inconsistent in viewership and 12 of the respondents or 30.28% of the total respondents are consistent in viewership.

Table 1.4

Respondents’ Other sources of Information on Politicians

Choices | Frequency | Percentage | Books | 2 | 5.71 | Internet | 30 | 85.71 | Magazines | 2 | 5.71 | Others | 1 | 2.85 | Total | 35 | 100% |

Table 1.4 shows that 30 of the respondents or 85.71% mostly gather information on politicians from the Internet. Followed by 2 or 5.71% from Books and Magazines and 1 or 2.85% of the total respondents gather from others.

Therefore, the researchers concludes, that most of the respondents gather information from the Internet.

Table 1
WHAT ARE THE FACTORS THAT MAKES MEDIA CREDIBLE? | Weighted Mean | Description | 1. President Aquino said that Mar Roxas is the most qualified among the candidates who will continue his “Daang Matuwid”. | 2.42 | NM | 2. Senator Grace Poe Is liberal party’s best as running mate of Mar Roxas for vice president in 2016. | 3.02 | M | 3. Biinay’s camp released a document that is questioning Senator Grace Poe’s years of presidency in the Philippines proving that she is not qualified to run for for higher office in 2016. | 2.17 | N | 4. Vice President Binay mentioned on his SONA the insufficient actions of Aquirino during the clash of Mamasapano of SAF 44 that brought them into the trouble against MILF. | 2.94 | N | 5. The overpriced Makati City hall building II under Jejomar Binay is of the corruption allegations against him. | 4.05 | HM | 6. Duterte said that he is not interested in seeking the president in 2016. | 2.77 | N | 7. According to 9-dashed line law of China, the West Philippine Sea (South China Sea) belongs to their territory. | 2.54 | N | 8. Filipino freshmen are being harassed by Chine coast guard at the West Philippine Sea. | 3.54 | M | 9. The Philippine government diplomatic appeal to UN will win its case against China about the controversial territory in West Philippine Sea. | 3.42 | M | 10. China will continue its reclamation project at the West Philippine Sea despite different appeals from Philippines. | 3.28 | M | GWM: | 3.069 | N |

Table 2
WHAT KIND OF NEWS ABOUT POLITICIANS IS PRESENTED BY THE MEDIA? | Weighted Mean | Description | 1. Media heightens political rivalries. (i.e. Binay & Aquino) | 4.02 | M | 2. News about politicians presented by the media is mostly negative. (i.e. corruption cases, anomalies, political biases) | 2.97 | N | 3. Media does not present enough information on laws or bills drafted by a politician. | 3.54 | M | 4. Media presents trivial information about politicians. (i.e. Roxas seen in Boracay) | 3.28 | M | 5. Media focuses on the personal life of a politician. (i.e. dating rumors) | 3.02 | N | 6. Media exposes are important in helping the public in deciding which politician to vote. | 3.65 | M | 7. Negative portrayals of a politician by the media lessen the chances of a candidate to win. | 2.51 | NM | 8. Media indirectly promotes a politician by presenting their advocacies and projects. | 3.8 | M | 9. Media shows the good works of a politician. | 3.51 | M | 10. Celebrity politicians are more likely to be seen on news. | 3.65 | M | 11. Mar Roxas has an image problem. | 3.34 | M | 12. Leni Robredo for VP 2016 Movement was launched. | 3.11 | M | 13. The Philippine government has reached a dead end in its efforts to save the life of Filipino drug convict Mary Jane Veloso. | 3.11 | M | GWM: | 3.346 | N |

Table 3
WHAT ARE PEOPLE’S REACTIONS ON POLITICAL NEWS? | Weighted Mean | Description | 1. The next president should have an iron hand in leading the country | 3.85 | M | 2. Filipinos believe that Mar Roxas will continue PNoy’s ‘Daang Matuwid’. | 2.42 | NM | 3. Filipinos don’t want Marcos-liked president to lead the country. | 2.74 | N | 4. Filipinos may lose interest in voting due to political controversies presented by the media. | 3.31 | M | 5. Filipinos tend to vote for politicians that have ‘Political Dynasty’ | 3.17 | M | 6. Filipinos need political leaders that are committed in reducing corruption in the country. | 4.42 | HM | 7. Filipinos are optimistic for change in the upcoming elections. | 4.0 | M | 8. Politicians elected became abusive in power. | 3.77 | M | 9. Politicians should be an example of justice and diligence. | 4.48 | HM | 10. Politicians who are always mentioned on the news are ones remembered by the voters. | 3.77 | M | 11. Political news can change your perception about a certain politician. | 3.91 | M | 12. Politicians should be the one moving the society forward. | 4.0 | M | 13. Politicians show sincerity in the position that they desire to run for. | 3.74 | M | 14. Political platforms sound truthful but they are actually designed to make lies. | 3.57 | M | 15. Filipinos tend to vote for celebrity politicians. | 3.45 | M | 16. Filipinos lost their hopes for a change in the upcoming election 2016. | 3.11 | N | GWM: | 3.610 | M |

Table 4
WHAT NEWS ARE REGARDED AS POSITIVE, NEGATIVE, AND NEUTRAL? | Weighted Mean | Description | 1. The advocacy of giving cakes to elders during their birthday by the Binay team in Makati | 3.0 | N | 2. Politicians involve in showbiz news (Senator Chiz Escudero married a young woman named Heart Evangelista) | 3.11 | M | 3. Mayor Erap shows alliance, and supports the candidacy of Senator Grace Poe in 2016 Presidency. | 3.14 | M | 4. Senator Grace Poe shows her stand that she is seriously considering running for 2016 presidency | 3.54 | M | 5. Navotas Rep. Toby Tiangco raising issue against Sen. Grace Poe, as UNA party list’s political rivalry, that she is not qualified to run for presidency because of residency | 2.68 | N | 6. Senator Grace Poe is an adopted daughter by FPJ and Susan Roces, raised issue by BINAY ally. | 3.28 | N | 7. Mar Roxas features in news that he still hopes Senator Grace Poe will accept his offer as his Vice President | 3.11 | M | 8. Duterte stating that his focus is on peace and order in Davao than running in the presidential elections. | 3.68 | M | 9. VP Jejomar Binay considers himself as an innovator and not corrupt with the issue of evrspending in Makati. | 2.71 | N | 10. Seven suspected illegal drug peddlers and users were killed in a massive anti-drug sweep in ‘Duterte Country’ | 3.08 | N | GWM: | 3.133 | N |

Table 5
HOW MUCH OF THE PUBLIC’S PERCEPTION OS BASED ON MEDIA PORTRAYAL? | Weighted Mean | Description | 1. Media can influence public’s perception through the information it disseminates | 4.31 | HM | 2. Media Portrayal helps the public to know politician’s character. | 4.05 | M | 3. Media portrayal is the basis of the public in choosing their political power. | 3.71 | M | 4. Media only shows good things about politicians. | 2.71 | N | 5. Media plays an in role in running important role in ruining politicians image. | 3.62 | M | 6. Public perceptions are being shaped from what the people see and hear from the media. | 3.91 | M | 7. People can easily learn on what media is portraying about politicians. | 3.94 | M | 8. Public relies on media in getting information about politicians. | 3.82 | M | 9. News presented by media answer and clarify public’s questions and confusions. | 3.57 | M | 10. Media expose can help the public in deciding who to vote | 3.94 | M | GWM: | 3.758 | M |

Table 6
WHAT IS THE GENERAL PERCEPTION OF THE PUBLIC ABOUT POLITICIANS? | Weighted Mean | Description | 1. Politicians are generally corrupt. | 3.77 | M | 2. Politicians are generally honest public servants. | 2.62 | N | 3. Politicians are highly educated. | 3.14 | N | 4. Politicians are all intelligent. | 2.54 | NM | 5. Politicians run for office for power. | 3.71 | M | 6. Politicians are hands-on in helping the community to progress. | 2.85 | N | 7. Politicians make promises but do not have intention of fulfilling them. | 3.57 | M | 8. Politicians are putting immediate action in addressing issues. | 2.6 | N | 9. Politicians serve as a role model of Filipinos. | 2.54 | NM | 10. Politicians elected became abusive in power. | 3.82 | M | 11. Politicians are example of justice and diligence. | 2.48 | NM | 12. Politicians are doing their best to make people’s lives better. | 2.62 | N | 13. Politicians always demand for special treatment. | 3.57 | M | 14. Politicians are generally arrogant. | 3.4 | M | 15. Politicians are more approachable when election is coming. | 4.37 | HM | GWM: | 3.173 | N |