00000ctm a22000003a 4500 UP-99796217612992092 Buklod 20190403143209.0 t gr 000 0 ta 190403s2013 xx d r |||| u| (iLib)UPD-00398864029 DMC rda eng Gaw, Marie Fatima Iñigo 1993- author. Outgrowing television a study on the relationship of Filipino digital natives to television through an examination of their television and digital media consumption behavior Marie Fatima Iñigo Gaw ; Jane O. Vinculado, adviser. 2013 xi, 145 leaves text rdacontent unmediated rdamedia volume rdacarrier Vita. Thesis (A.B. Broadcast Communication)--University of the Philippines Diliman April 2013. Available to the general public. "This study reexamines the relationship of digital natives to television through an in-depth investigation of their television and digital media consumption behavior. It traces the media consumption behavior of eight participants qualified as digital natives from childhood to present use. Using the Uses and Gratifications approach, the research determines any change in their motivation for use and actual usage of both television and digital media. The research used multiple qualitative methods for data collection. Findings present a significant decline in the television viewership among the participants due to lifestyle change and availability of alternative media. There is a transfer of motivation of media use from television to digital media, primarily due to the latter's portable and multifunctional nature. Online media is found to be heavily relied upon by the participants for information, communication and entertainment. However, television is still used in particular contexts such as family television viewing and in addressing tension-free needs. Television is not displaced by digital media, rather they complement each other. The concept of a core media consumption behavior shaped through years of media exposure is crucial in the determination of the relationship of digital media use to television consumption." Digital media Philippines. Social media. Television and history. Television programs Rating. Vinculado, Jane O. adviser. University of the Philippines. College of Mass Communication. FI UP UPD DMC LG 993.5 2013 M3 G38 Thesis