00000ctm a22000003a 4500 UP-99796217613424655 Buklod 20200706184912.0 t gr 000 0 ta 200706s2000 xx d r |||| u| (iLib)UPD-00516573239 DMC rda eng fil Jose, Leslie Ann Valdez 1980- author. Predicting and understanding the Barangay Tinajeros residents' intention to support or not support the Mamamayan Ayaw sa Droga (MAD) campaign of the government by Leslie Ann Valdez Jose. Quezon City College of Mass Communication, University of the Philippines Diliman 2000. 89 leaves color illustrations 28 cm text rdacontent unmediated rdamedia volume rdacarrier Vita. Thesis (A.B. Journalism)--University of the Philippines Diliman October 2000. Available to the general public. This study attempted to predict whether or not a specific segment of the public would fully support the objectives of the Mamamayan Ayaw sa Droga (MAD) information campaign of the government. The study was conducted because the researcher believes that knowing early on whether or not the campaign is getting support for its target audience will enable the program implementers to gain insights on what areas of their campaign are strong and what area need to be improved. Two theories of human communication were used in this study. One is Martin Fishbein's and Icek Ajzen's Theory of Reasoned Action which was introduced in 1967. Another is the Awareness-Knowledge-Attitude-Practice (AKAP) model that is based on Roger's KAP model. Both theories helped the researcher to understand the study's variables. Among the variables studied were: (1) The MAD information campaign materials which include television commercials, flyers, billboards and street signs among others; (2) the respondents' level of exposure to the MAD campaign; (3) the respondents' level of knowledge in dangerous drugs; (4) the respondents attitude toward supporting the MAD campaign; (5) the respondents' subjective norm regarding supporting the MAD campaign; and (6) the respondents' intention to support or not support the MAD campaign. A survey was conducted among 100 individuals aged 15-29 from Baranggay Tinajeros in Malabon, a less seriously drug affected area, in order to gather information that can be generalized. The researcher found that all except four of the respondents intend to fully support the MAD campaign by taking concrete actions such as avoiding the abuse of all dangerous drugs, reporting drug dependents in their neighborhood to proper authorities, submitting drug dependents to MAD rehabilitation centers, calling the MAD hotline to report drug-related cases, and testifying against suspected drug lords if needed. Results of the study also show that two out of three respondents have a high level of knowledge on dangerous drugs. It is important to mention that the non-supporters have a higher knowledge score than the supporters of the campaign. Meanwhile, it was found that, generally, the respondents have a low level of exposure to the various MAD campaign materials. Among the materials that were popular to the respondents were television and print ads, posters, sticker and shirts. Only a few have been exposed to the MAD flyers and comic books that contain the more important information on drugs. The study further revealed that majority of the respondents had a positive attitude toward supporting the MAD campaign. Their subjective norm or their belief that important others in their lives think they should support the MAD campaign was also high. Results of the study led the researcher to conclude that one can actually predict a person's intention to support or not support the MAD campaign by studying a relatively small numbers of concepts. She also realized that through behavioral prediction, more ways could be found to solve social problems including drugs. Mamamayan Ayaw sa Droga (MAD) Philippines Drugs and mass media. Drug abuse surveys Response rate Philippines. University of the Philippines Diliman College of Mass Communication. FI UP UPD DMC Thesis