Assessment of Media Literacy Campaign for Grade 4 Pupils at a Public Elementary School in the Philippines

Abstract

The dynamics and complexity of media environment becomes an important concern among media researchers, as many people are bombarded with complex media messages in their everyday life. In general, this study aims to assess the media literacy campaign for Grade 4 pupils at a public elementary school in Calamba City, Province of Laguna, Philippines. Specifically, it aims to (1) describe the pretest and posttest scores of the respondents in media literacy test; (2) analyze if there is significant change in posttest scores among respondents; and (3) describe satisfaction of pupil respondents to the media literacy campaign. Using the descriptive survey design to assess the effectiveness of media literacy campaign for Grade 4 pupils, this study employed a self-made instrument containing multiple choice type of test measuring knowledge on the types of media and how to use them properly. The instrument was administered before and after the campaign among 126 pupils to determine if there is significant difference in the knowledge scores. The study also assessed how satisfied the respondents were to the campaign. Data were analyzed using frequency counts, percentage, and t test. Comparing between pretest and posttest scores, the study found that there was significant difference in the scores. Results indicate that there was a significant change in the score of the pupils in the knowledge test. This finding was corroborated with the high level of satisfaction to the campaign evidenced in the results of the customer satisfaction measurement. Therefore, the campaign may be a means for the pupils to understand the role media plays and how they can use the media to serve its purpose.