RELATED LITERATURE

The review of related literature aims to give focus on the concepts that make up the study

on of the youth’s perception of social media as a communication platform for advocacies. This

chapter includes literatures that shape the framework and the methodology.

LOCAL LITERATURE
In this Digital Age, everyone seems to make his or her presence felt in the virtual world to

validate his or her existence. Getting connected through social networks and blog sites seems to

be the norm, not just among individuals, but also among companies and businesses. With this,

the Honor Award Program (HAP) of the Civil Service Commission (CSC) has ventured into

social media to strengthen its promotional strategies of the Program. Commission on Information

and Communications Technology (CICT) Chairman Ivan John E. Uy said that social networking

sites can be a useful tool in public service delivery. “The use of Facebook and Twitter in

government offices provides better access to the public,” he said in an interview aired over

DZRB. There are 24 million Internet users in the Philippines, 51% of which use social

networking sites. Social media is an effective platform for information dissemination and

engagement. “It’s about time to engage with our stakeholders. There are 1.4 million government

workers all over the country. Filipinos should hear of the inspiring stories of our outstanding

public servants. Being on Facebook is one way to reach out to the public that we serve,” said

CSC Chairman Francisco T. Duque III. The Pangasinan provincial government is vigorously

pushing people empowerment, including generating greater public awareness on various

government programs through the use of social networking sites. Pursuing this thrust, the

provincial government led by Gov. Amado Espino Jr. conducted a multi-sector bloggers‟

orientation seminar last June 1 at the Pangasinan Development and Training Center here. The
participants included provincial department heads, chiefs of hospitals, administrative officers and

staff, and IT personnel of different departments of the provincial government. Vangie Padilla, a

social media specialist and resource speaker, said Espino wanted to raise the level of quality of

public service given to the 2.6 million College of Arts and Science Bachelor of Science in

Foreign Service. Since there are now some 300,000 Pangasinenses who are on Facebook, Padilla

said Espino thought of coping with the times by “switching from the traditional to cyberspace.”

“Since Pangasinan is now dubbed as No. 1 province in many aspects, Gov. Espino opts to

explore greater heights of bringing government service closer to the people, having seen the

intense impact of social media like Facebook, Twitter and YouTube among Pangasinenses,”

Padilla said. Coinciding with the half-day orientation was the launching of Espino‟s social

networking sites. The public is invited to get in touch with the governor, learn more about the

province and the various programs and projects of the provincial government using these social

networking sites in just few clicks. Provincial employees lauded the project, expressing their full

support to the cause by putting their own group page so they can post their regular activities and

enable the public to keep track of the efforts of the provincial government. A series of orientation

seminars is underway for all provincial employees, high school and college students,

Sangguniang Kabataan officials, and various sectors in the province. Tutorial for government

employees on social networking is also set to fully realize the project. The Philippines has been

on the World Wide Web since the early90s.MozCom was the first commercially available

Internet provider in the Philippines, starting in 1994. In early 2000, via the Electronic Commerce

Act or Republic Act 8792, the Philippine government mandated that every department should

have a presence on the web. This was to allow the public access to information as well as a

means to communicate with their duly elected politicians. There are different levels of web
presence required of the government. The hierarchy, from the most basic to the highest, is:

Emerging Web Presence level could be just a simple static website with details of the respective

agency and contact information. Enhanced Web Presence includes regularly updated data, a

portal to other departments or government agencies, and a section where users can download

documents. Interactive Web Presence means more dynamic websites. Information must be

updated on a daily or weekly basis. Documents and forms can be downloaded before submitting

them to the agency. Search features should also be available. Transactional Web Presence means

the user can perform secure transactions completely on the site, without the need for filling out

paper forms and documents. The fifth and most important level is Fully Integrated Web

Presence. Here the government agency should be able to provide all requirements through two-

way communication such email or instant messaging. There should be social networking

information, and documents and forms should be available from a single website. This gives the

public a direct means of sending feedback, and increases opportunities for almost instantaneous

responses from the agency in question. At this point, many departments just barely qualify for

the third level, while a few are already exploring the fourth level. Very few governments around

the world have the equivalent of the fifth level of web presence. All government websites operate

under guidelines set by the Office of the President to standardize the quality of government web

presence. This is implemented and monitored by the Department of Trade and Industry

(http://dti.gov.ph). These are followed according to the different types of service provided by the

department, which include the agency working with the public, another government agency or a

business. Some departments already allow applications online, filing or permits and payment. E-

commerce services are also in place for the convenience of businesses and corporations. The

standardization allows the agencies to scale their deployment on the web in phases, which
ensures that they are able to bring the best service without unnecessary expense or inconvenience

to the public. In recent months, certain government agencies have proven to be valuable in

providing information to the public. Such services are useful particularly in times of crisis, both

natural and man-made, such as war in countries where there are many Filipinos, or random

natural calamities. Part of the government’s job is to makes information available to the public.

In the past, this was done through TV, radio or printed newspapers. However this means that the

information is at least a few hours old. The Internet makes all information available almost in

real time, making it the ideal tool in reporting news as it happens, not as it happened hours ago.

Any Filipino citizen should know where to look for information regarding our government. You

need look no further than The Official Website of the Republic of the Philippines

(http://www.gov.ph). This site is a portal to other government websites and is managed at the

Office of the President of the Philippines. It includes news reports, official press releases and a

directory of other government websites. The government website directory includes the Office of

the President (http://president.gov.ph) and the Office of the Vice President. But due to the recent

earthquake in Japan, many citizens are questioning the capability of our government to react to a

natural calamity of that magnitude. The official website of the Philippine Institute

of Volcanology and Seismology or PHIVOLCS provides information on disasters arising from

volcanic eruptions, earthquake and tsunami. PHIVOLCS, meanwhile, operates under the

Department of Science and Technology (DOST). Since the civil war in Libya started in

February, thousands of Overseas Filipino Workers have been clamoring to return to the

Philippines. The unstable political climate in the Middle East highlights the need for a single

source of information for OFWs and their families. There are a number of government agencies

working together to help these displaced workers evacuate quickly and safely. The first is the
Department of Foreign Affairs (DFA), which has been in negotiations with the governments on

nations in turmoil and the neighboring countries where our countrymen can seek

refuge. Another invaluable resource is the Overseas Workers Welfare Administration (OWWA)(

http://www.owwa.gov.ph). As we move into the 21stcentury, more and more government

agencies are working to improve their web presence to include social networking, which is now

more than just a new buzzword thrown around in meetings. The information that was

disseminated

across various demographics at Edsa II shows that it’s not just the youth you can reach with

technology. Older generations will not be left behind. The sites are becoming increasingly easy

to use and the convenience is starting to outweigh the alternatives. Waiting in line at the Land

Transportation Office (LTO) for your driver’s license will soon be part of the past. The Internet

is information, it is convenience, it is here. You had best embrace it, or you’ll be the only one

who’ll be waiting in line.

There is a growing interest on the effects of social media on students’ success and development

(Abramson, 2011; Kamenetz, 2011). This interest on the effects of social networking is growing

because as the data collected by EDUCAUSE Center for Applied Research (ECAR) shows, 90%

of their 36,950 student sample uses some sort of social media (Smith & Caruso, 2010). Studies

have shown that teenagers are among the top users of social networking websites (Ahn, 2011).

There has been a trend in studies suggesting that teenagers are spending a big portion of their

daily life on social media websites (Ahn, 2011). Ahn defines SNS as social networking sites; she

further explains that websites such as Facebook and MySpace fall into that category because they

are web applications that use Web 2.0 principles (2011). O’Reilly defines Web 2.0 as websites

that depend on the participation of normal users rather than content providers, he further explains

that Web 2.0 websites sums up content from many sources and are websites that connect and

network users and information together (O’Reilly, 2007). Ann questions the effect of these

websites on the development of the youth stating that parents and teachers are concerned and

frightened by this connection between the youth and social networking sites (2011). On the other

hand, scholars suggest that educators should accept that students these days are using social

media platforms to learn and that these educators should embrace these new platforms and use

them to their advantage (Ito et al., 2009; Jenkins, 2006). However, many schools and universities

block access to these websites (Lemke et al., 2009). Agichtein et al. argue that the content on

social media websites vary from high quality content to spam and users should know how to find

high quality information on these platforms (Agichtein et al., 2008).

and Schouwenburg define time management as a group of different actions that “facilitate

productivity and alleviate stress” (1993). Academic performance is enhanced by effective time

management (Campbell and Svenson, 1992). In his study, Anderson claims that although the

average of internet use among students is 100 minutes per day, only a small group of these

students use the internet to a degree that affects other tasks in their life (2001). University

students are inclined to excessive use of internet (Anderson, 2001). Anderson stated that many

students fail to manage their time on the internet (2001).

As shown by the literature review, while the use of social media is continually growing

especially among teenagers, the main concern is whether this growing interest is effecting

students’ time management causing an increase in stress levels among students and lower

academic achievements. Social media has many uses, from networking to news to quality

information but the concern is around whether these students are using these social media

platforms for all these reasons and whether these users are managing to organize their time (Ahn,

2011).

The advanced and improved usage of social media platforms such as Facebook has become a

worldwide phenomenon for quite some time. Though it all started has been a hobby for several

computer literates individual has changed to become a social norm and existence-style for

students around the world (Nicole, 2007). According to Nicole, (2007), students and teenagers

have especially recognized these social media platforms to be able to contact their peers, share

information, reinvent their personas and showcase their social live. Facebook users often

experience poor academic performance. Also Karpinski (2009) stated that social media has a

negative association with students’ academic performance which is much greater than the
advantages derived through the use of social media platforms. People around the globe have

been addicted to the internet which has given rise to more students using social media more often

than before. Nalwa & Anand (2003) advised and recommended that those who are addicted users

love to use the internet to set back their personal and professional responsibilities in which the

final outcome is poor academic performance. It was highlighted in the finding of Karpinski

(2009) that social media platforms (Facebook, watzapp etc) users usually devote lesser time to

their studies has to compared to nonusers did and subsequently has lower GPAs. It was also

mentioned by Karpinski, & Duberstein (2009), that among the major distraction of current

generation that social media platform (such Facebook, Watzapp etc.) remains a major

distractions. According to Kubey, Lavin, and Barrows (2001), there is a correlation between

academic performance and the dependency on social media platforms. Researchers have

conducted different studies to find out the influence of social platforms users, for instance a

study on ‘’impact of Facebook on undergraduates academic performance’’, stated that social

platforms have negative impact on students. ISSN: 2289-6694 Page 16 According to the

outcome, students’ academic performance is affected the more they use Facebook. Social

platforms are mainly used by students for socializing activities rather than academic purpose

(Oye, 2012). In addition (Oye, 2012) said that majority of students feel that social platforms have

positive impact on academic growth. In a different research conducted by Shana (2012) it was

ascertain that students use platforms mainly for chatting and making friends. ‘’The consequences

of internet and social platforms on students’ academic growth’’ a study than by Young (2006) it

was seen that internet has spread its wings to reach teenager’s school life. It was also observed

by Young that students are more dependent on internet to access info that pertain their academic

life as well as entertainment. Additionally, Young said that internet, though take a lot of time,
and have less impact on studies. It was observed by Wang (2011) that impact of social platforms

rest on the degree of usage. Jeong (2005) observed that internet addiction is significantly and

negatively related to students’ academic growth, as well as emotional attributes. Seo (2004)

confirms Jeong statement when he opined that the negative influence of internet is only on

excessive users and not on all users. Rather (2013, p. 69) avers that: the social platforms which

are being used today with great desire and enthusiasm have altered the way of using internets in

this modern age by defining online tools and utilities which allow users for communication,

participation and collaboration of information online. Today’s young generation, especially teens

and youth are using technology through innovative ways due to which they are referred to as

millennial and have changed the way they think, work and communicate even though they are in

formative years of their life. Today’s youth because of social platforms have become technology

addicts and are quite withdrawn.

This study attempts to determine the average time Grade 12 students of New Era

University Pampanga S.Y. 2018-2019 consumed in using different types of media. The

researchers conducted this study to inform the students of how much time is consumed using

different types of media. The result may provide insights on too much usage of social networking

sites affect the everyday life of students.

The study wants to identify the social media that cause the New Era University grade 12

students in getting addicted to social media that may result to poor class performance.

This study is for:

The students of New Era University - that they may read and find out the good and bad

side of this kind of problem in their education and their future. Moreover, this study will provide

the respondents enough information so they can avoid being addicted to social networking sites

and so that they can improve their academic performances.