Chapter 1
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Transcript of Chapter 1
Lyceum of the Philippines University – Cavite Campus
SOCIAL NETWORKING SITES AS INFORMATION DISSEMINATION TOOL OF GOVERNMENT AGENCIES AS PERCEIVED BY THE SECOND YEAR FOREIGN SERVICE STUDENTS OF
THE LYCEUM OF THE PHILIPPINES UNIVERSITYCAVITE CAMPUS DURING THE SECOND
SEMESTER OF ACEDEMIC YEAR 2011-2012
CHAPTER 1
INTRODUCTION
1.1 Background of the Study
Digital technology has revolutionized the way in which people
communicate and share information – at local, national and international levels.
Computers help individuals to create and consume information at unprecedented
scale and at unprecedented speed. The social dimension of computing reminds us
that computing is about people, not merely about information. According to
Madison (2006) computing builds connections, networks, and pathways for
information and activity channels that constrain the individual and enable the
group. We should look for value in the social dimensions of computing; as
matters of law and policy, therefore, we should look for ways to enhance and to
limit–that social character.
By definition, democratic governments should reflect public opinion and
work best when the citizens are well-informed (Turney, 2009). Governments were
College of Arts and SciencesBachelor of Science in Foreign Service
Lyceum of the Philippines University – Cavite Campus
among the first organizations to need, and to practice, public relations as a way of
maintaining appropriate relationships with their citizens. There are various tools
that can be used in the practice of public relations. Traditional tools include press
releases and media kits which are sent out to generate positive press on behalf of
the organization. Widely used tools include brochures, newsletters and annual
reports. Increasingly, government are utilizing interactive social media outlets,
such as blogs and social media as tools in their public relations campaigns. Unlike
the traditional tools which allowed for only one-way communication, social
media outlets allow the government to engage in two-way communication, and
receive immediate feedback from the public.
The growth of web technologies has led to an explosion of social
networking media sites. These have attracted millions of users worldwide, and
offer a wide variety of methods that users can connect to others and share
common interests. According to Kes-Erkul and Erkul (2009) social media have
the capacity to change the relationship between the Internet and its users, and can
change power structures and increase the opportunity for users to engage in
greater community participation. Cole (2009) indicates that social media can be
powerful tools governments can deploy to help rejuvenate civic engagement.
Blogs, wikis, RSS feeds and social networking sites like Twitter,
Facebook and LinkedIn have provided creative ways to recruit, engage, connect
and retain employees. They have also provided an opportunity to facilitate
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Lyceum of the Philippines University – Cavite Campus
strategic knowledge sharing across organizations and government agencies. This
development has led to a greater interest in how governments can use tools and
sites to reach a variety of users with diverse goals. Freeman and Loo (2009) claim
that these technologies can be leveraged to transform the way governments
provide online information and services, as well as interact with constituents and
stakeholders. Romsdahl (2005) argues that more participation of government
policy-making via the Internet could help revitalise dialogue between citizens and
governments and promote greater participation by disenfranchised citizens and
groups as they use these technologies to educate others about political issues in
their communities.
Furthermore, social networking is more recently being used by the public
especially the youth nowadays. As the social networking site's popularity
increased, its services were quickly expanded to students at other universities and
eventually to everybody (Lane, 2010). Social networks allow students to socialize
in multiple ways. But as Lane (2010) sees it, when this technologically enhanced,
social life is extended into the academic life of students, grades can be severely
affected. However, social networking tools and certain web pages serve as a
quick and easy way for students to communicate while the government is able to
get the opinion of the public and to keep the public updated on their activity.
Several government agencies are taking advantage of these web pages for
recruiting and talent management, as well as improving job performance. Some
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Lyceum of the Philippines University – Cavite Campus
agencies have created a Facebook network for employees to achieve better talent
management — as a way to share knowledge, build collaboration and improve
employee engagement. People must be aware that there is more important use of
social networking other than socializing. For the students, aside from socializing,
they should spend time thinking of how effective are social networks not only for
government work but also for reaching the public. They should be aware of such
web pages or social networking sites that government agencies use for public
relations.
Because of the above mentioned scenario, the researchers developed the
interest to determine the impact of social networking sites as information
dissemination tool of government agencies as perceived by certain group of
students which play a significant role in the efficient achievement of accessible
communication and access to public. Additionally, it may help increase the speed
of public feedback and input not only from professionals but also from the youths.
Through this study, the players in the government system would become more
aware and conscious of the present psychological makeup of its people especially
the students as affected by social media. They could devise measures to improve
its programs and campaigns, more particularly in the aspect of informing and
communicating to the public and accepting feedback from them.
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Lyceum of the Philippines University – Cavite Campus
1.2 Research Problem and Objectives
Statement of the Problem
This study generally aimed to determine the impact of social networking
sites as information dissemination tool of government agencies.
General Objectives
This study generally aimed to determine the impact of social networking
sites as information dissemination tool of government agencies as perceived by
second year Foreign Service students of the Lyceum of the Philippines University
Cavite Campus during the second semester of academic year 2011-2012.
Specific Objectives
This study was specifically conducted to:
1. study the role of Social Networking sites in the current communication
and information dissemination.
2. determine the impact of social networking sites as an information
dissemination tool of government agencies.
3. study the possible benefits of these social networking sites as information
dissemination tool of government agencies to students taking up Foreign
Service.
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Lyceum of the Philippines University – Cavite Campus
1.3 Significance of the Study
This study was conducted to determine the impact of social networking
sites as information dissemination tool of government agencies as perceived by
second year Foreign Service students of the Lyceum of the Philippines University
Cavite Campus during the second semester of academic year 2011-2012.
At the end of the study, the following are the individuals and institutions
that will benefit from the study:
Students – will be able to assess the effects of these social networking sites
and web pages of government agencies to them. It will also increase their
awareness to the practices the government are using for public relations for
them to be able to participate.
Instructor – will be able to improve, widen their approach and think of
possible ways to increase their students’ awareness of this matter
Government agencies – will also have a good basis for reforming and
modifying programs or campaigns to increase government’s access to
audience. It will also improve the accessibility of communication and enable
them to be more active in its relationships with its citizens.
Future researchers – may use this study as a reference or guide in their study.
It can be used as one of their related studies and can be used to get more
information.
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Lyceum of the Philippines University – Cavite Campus
Scope and Limitations of the Study
The study was conducted at the Lyceum of the Philippines University
Cavite Campus on March 2012.The study covered all second year Foreign Service
students of the Lyceum of the Philippines University Cavite Campus during the
second semester of academic Year 2011-2012. The role of Social Networking
Sites in the current communication and information dissemination was
determined and the impact of Social Networking Sites as information
dissemination tool of government agencies was also established. The possible
benefits of the social networking sites as information dissemination tool of
government agencies to students taking up Foreign Service students was also
determined.
1.5 Study Framework
1.5.1 Theoretical Framework
This study will be based on the Network Theory or Network Analysis,
also known as Social Network Theory which can be applied to a wide range of
human organizations, from small groups of people to entire nations (Ethier, 2006)
and the Relationship Awareness Theory which gives organizations and
individuals the awareness and skills they need to build more effective personal
and professional relationships (Porter, 2010).
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Lyceum of the Philippines University – Cavite Campus
According to Ethier (2006), the former theory states that these networks
are created to help their membership reach established and perceived potential
goals, through members helping members to make contacts, within society. It
focuses on the relationships between people, instead of on characteristics of
people. These relationships may comprise the feelings people have for each other,
the exchange of information, or more tangible exchanges such as goods and
money. By mapping these relationships, network analysis helps to uncover the
emergent and informal communication patterns present in an organization, which
may then be compared to the formal communication structures. The term network
refers to a set of objects, or nodes, and mapping or description of the relationship
between the objects. In the case of social networks, the objects refer to people or
groups of people.
Moreover, Barnes (1954) indicates that Social Network Theory views
social relationships in terms of nodes and ties. Nodes are the individual actors
within the networks, and ties are the relationships between the actors. In
connection to the study, the government agencies and the students are the possible
nodes while the awareness of students to the impact of social networking sites and
web pages of government agencies refers to the tie between them. As supported
by Porter (2010), the theory develops concern for task accomplishment and
concern for organization of people, time, money and any other resources to
achieve desired results. The latter theory strengthens the former theory because
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Relationship Awareness Theory is a dynamic and powerful way of looking at
human relationships that aids in building communication, trust, empathy, and
effective, productive relationships.
Based on the theory, the main concept of the study is to aim to determine
the impact of social networking sites as information dissemination tool of
government agencies as perceived by second year Foreign Service students of the
Lyceum of the Philippines University Cavite Campus during the second semester
of academic year 2011-2012.
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Lyceum of the Philippines University – Cavite Campus
Figure 1.2 Theoretical Framework of the study
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Individual actors within the network(nodes)
Exchange of information
Actor within a network(node)
Awareness and skills that will build more effective personal and professional relationship
Lyceum of the Philippines University – Cavite Campus
1.5.2 Conceptual Framework
As Social Network Theory views social relationship, nodes and ties were
replaced as variables in the study. The government agencies and the students are
the possible nodes while the social networking sites as information dissemination
of government agencies refers to the tie between them. The latter theory
strengthens the former theory because Relationship Awareness Theory was
intended to provide an effective means for understanding one's self and for
understanding others so that interpersonal relationships could be mutually
productive and gratifying. As a result, it may be a good way to determine the
impact of social networking sites as information dissemination tool of government
agencies as perceived by second year Foreign Service students of the Lyceum of
the Philippines University Cavite Campus during the second semester of
academic year 2011-2012.
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Lyceum of the Philippines University – Cavite Campus
Figure 1.2. Conceptual framework of the study
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Social Networking Sites of government agencies
Information on Social Networking Sites that government agencies
use
Second Year Foreign Service students of Lyceum of the Philippines University Cavite Campus
Awareness of the second year Foreign Service students to the impact of social networking sites as information dissemination tool of government agencies
Lyceum of the Philippines University – Cavite Campus
1.5.3 Operational Definition of Terms
Social Networking Site – is a website that provides a virtual community for
people to share their interest in a particular topic, or to increase their circle of
acquaintances.
Information Dissemination – is the circulation or wide dispersal of information.
Information Dissemination tool – the medium or tool used to distribute
information.
Government Agencies – are administrative units of government that are tasked
with specific responsibilities.
Social Media – term uses to describe a variety of web-based platforms,
applications and technology that enable people to socially interact with one
another online.
Impact – is the effect or impression of one thing on another.
Role – the function assumed or part played by a person or a thing in a particular
situation.
Benefits – the advantage or profit gained from something or someone.
Communication – is the process by which information is exchanged between
individuals through a common system.
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