LET THE ANNUAL (JOB) HUNTER GAMES BEGIN: A STUDY ON THE ROLE OF MEDIA IN JOB-SEARCHING OF FILIPINOS
Samaniego, S. S. (2015). Let the Annual (Job) Hunter Games Begin: A Study on the Role of Media in Job-Searching of Filipinos, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.
ABSTRACT This study explores the role of media in job-searching of Filipinos by examining the media selection and the reasons behind the media choices of jobseekers. It aims to provide a better understanding on how media contribute to the job-searching process in order for the jobseekers to maximize the utilization of different media and for the government and job-related industries to disseminate job-related information more effectively. The study was conducted among unemployed jobseekers of Metro Manila using survey and interview as research methods. The quantitative and qualitative data that were gathered regarding jobseekers’ media preferences, media experiences, and media accessibility were analyzed using Carlson and Zmud’s Channel Expansion Theory and Schramm’s Fraction of Selection Model.
The study revealed that majority of the jobseekers employed traditional job-search methods, such as walk-in application and attending job fairs, when looking for a job. Nevertheless, all of them used media in job-searching to acquire job-related information, which they used in order to execute the traditional job-search methods. It was found that media preferences of jobseekers were driven by their media experiences, media accessibility and users’ desire for media consumption. With the rise of new media, the study revealed that media’s role was even extended to making job easier and more convenient for jobseekers.
Keywords: Job-searching, Media Selection, Channel Expansion, Fraction of Selection