Marketing Plan of Toyota

1. Executive Summary Toyota Motor Corporation Australia (Toyota, Australia) which deals with a wide range of car segments has manufactured the Prius Car in the automotive industry which is one of the best hybrid synergy drive in today business environment. And provide a competitive advantage to other business by achieving and environmental friendly car and providing the best efficient fuel system. The report begins with the introduction of the company where brief background information on the company and discussion of the market in which the Toyota Company operates is explained. A current Situation Analysis is conducted which gives a better understanding of Toyota, its different products, competitors and different environments in which it operates. After considering the internal and external environment a SWOT Analysis is conducted which tells us the strengths, weakness, opportunities and threats of the business environment. On the basis of these factors the critical issues are identified and marketing objectives and strategies have been defined. Towards the end a recommendation of change and implementation plan has been developed to improve the product. The report contains different graphs which show the current position of the company and the performance of the product in the current market. 2. Table of Contents 1. Executive Summary2 2. Table of Contents3 3. Introduction4 4. Mission Statement5 5. Situation Analysis6 a. Internal Environment6 i. Products6 ii. Financial and non-financial situation6 iii. Channels8 b. External Environment9 i. Markets9 ii. Competitive environment9 iii. Economic environment9 iv. Demographic environment10 v. Social and Cultural environment11 vi. Political and legal environment11 vii. Technological environment12 c. SWOT analysis13 d. Critical issues14 6. Marketing Objectives15 7. Marketing Strategies16 a. Target Markets16 b. Product strategies16 c. Pricing strategies17 d. Promotion Strategies17 e. Distribution Strategies17 8. Recommendation for Change18 9. Implementation Plan19 10. References20 I. Bibliography20 A. Appendices23 3. Introduction Toyota Motor Corporation Australia (Toyota Australia) is one of the Toyota Japan’s global manufacturing centres which deal with manufacturing vehicles. It is the largest automotive companies of the world. It provides long term commitment to the different domestic and export markets. Toyota Australia head office and manufacturing activities are based in Melbourne. While the sales and marketing operations are based in Sydney. Toyota, Australia employees over 4500 people and more than thousands are employed for its suppliers and retailing networks. Toyota Australia locally built cars like Camry and Aurion. And it imports a wide range of passenger, 4WD and commercial vehicles including Corolla, LandCruiser, Yaris, Tarago, Kluger, HiAce, RAV4, HiLux, Prado and the revolutionary hybrid model Prius. In addition to this it also distributes and sells the luxury Lexus brand of vehicles. ‘Toyota is Australia's largest vehicle exporter and in 2008 exported 101,668 cars to over 20 countries worldwide. This strong export drive contributed over $1. 9 billion dollars (including parts and accessories) in revenue for Toyota Australia in 2008. Cited on Toyota Website at ; http://www. toyota. com. au/about/company; Toyota’s Australia parent company, Toyota Motor Corporation (TMC) is Japans largest automotive companies in the world. It was established in 1937, Toyota Group manufactures different kinds of automotives across 27 countries and regions throughout the world. And its vehicles are sold in more than 170 countries and region under different brand names like Toyota, Lexus, Daihatsu and Hino. Toyota Australia leads the automotive industry with respect to the environmental technologies with the success of the hybrid technology used in Prius. This report is going to achieve a situation analysis for Toyota Australia. It will consider different elements like internal environment, external environment, SWOT analysis and critical issues. With the help of different marketing capabilities and development process marketing plan evaluation for Toyota Australia will achieved. We will consider secondary research for Toyota, Australia for analysis. Different sources for the secondary research data which are used for this marketing plan are as follows: Textbook, Internet data (company website and different web resources) and Journal articles. 4. Mission Statement Toyota Mission Statement reads as follows: ‘We deliver outstanding automotive products and services to our customers, and enrich our community, partners and environment’. The vision is to be the most respected and admired company. The four core values of Toyota, Australia are: * Customer first * Respect for people * International focus * Continuous improvement and innovation Cited on Toyota Website at Toyota Hybrid Synergy Drive Philosophy: ‘For Toyota, quality is not just a promise; it’s a way of life. ’ Toyota believes in ‘kaizen’ (continuous improvement). It has made a commitment to manufacturing, innovative technologies and social contribution that will enhance the quality of life. A better way of motoring has been developed using the Hybrid Synergy drive technology. It gives confidence to over 2 million drivers worldwide. The car which one drives is designed and engineered with the highest standards of quality and reliability. Toyota is the world’s leading hybrid system in the automotive industry. (Toyota 2009) 5. Situation Analysis a. Internal Environment i. Products Toyota Prius is a vehicle which is changing the world. It combines luxury, technology and environment. It’s a 1. 8 Petrol / Electric Hybrid Synergy Drive. This car is the world’s most advanced hybrid system. Cited on Toyota Website at It provides uncompromised performance. Its key features are Smart Entry & Smart, 60:40 split retractable rear seats, Ecological plastic, LED headlamps, Three alternative driving modes, Superior hybrid synergy drive system, first beltless Toyota engine, shift by wire, Solar Ventilation System, Touch Tracer display, Head up display, Remote Air Conditioning System, Pre-collision safety system, Dynamic radar cruise control, emergency brake signal, Intelligent park assist, brake by wire, Vehicle stability control and traction control. Cited on Toyota Website at ii. Financial and non-financial situation The global economic crisis in July 2008 had a major impact on automotive markets. Toyota, Australia experienced a rapid deterioration in vehicle sales because of the downturn in the economy. This in turn resulted in lower profitability. Vehicle manufacturing and Sales: During the year to 31st March 2009, Toyota Australia manufacturing operations produced 130,228 Camry and Aurion vehicles for domestic and export markets. Due to a strong sales performance for the first six months, the company was recognized in the Australian industry to achieve highest sales record during the year 2008. In this period the domestic retail sales reached 238,983-2,336 units ahead on the previous year, and the sales volume represented a market share of 23. 6 per cent. There was 19. 2 per cent decrease in Australian industry new car sales from January to March 2009 as compared to the same quarter in 2008. Toyota Australia (including Lexus) sold 16,498 fewer cars in the first three months of 2009 as compared to the same period in 2008, which represented a 26. 6 per cent decrease in sale volume. During January 2009, the company implemented a general price increase for some of its imported vehicles due to a weaker Australian dollar. Export Market: Toyota Australia is the country’s largest vehicle exporter. In 2008/2009 the company exported 94,955 Camry and Aurion vehicles to 20 countries which were Middle East, New Zealand and Pacific Islands. This was down from 99,395 in 2007/ 2008, due to the decrease in demand from Middle East Markets following the start of the global financial crisis. However for the calendar year, Toyota Australia exports reached 101,668 which was an all time record for the Australian automotive industry. The export program earned $1. 9 billion in revenue over the same period. However for second half of the fiscal year, due to the global economic crisis impacted the entire business resulting in decline of sales in export and domestic markets. Global economic conditions will result in exports being lower in the 2009/2010 period. Despite the tough marketing conditions, the company continues to set new sales record. On a model basis, sales records were set for Corolla, Prius, Kluger, Yaris and HiLux. The 11,000th Prius Vehicle was sold in Australia during the period and globally, the one-millionth Prius was sold in April 2008. The decline was due to the impact of the global economic downturn and changes to Luxury Car Tax implemented by the Federal Government in 2008 and increased competitor activity by companies like Honda. (Toyota 2009) iii. Channels Toyota automotives are available at different dealers over the world. It uses different integrating web services to provide information of the different vehicles online. It also provides an option to book a test drive online on http://www. toyota. com. au/book-a-test-drive. Cited on Toyota Website at One can also get eBrochure and printed brochures and all the information for the vehicle on the Toyota Australia website (www. toyota. com. au). The main headquarters are in Japan. b. External Environment i. Markets The demand for cars has increased in recent times so the important aspect for the company is to get an appropriate market share in Australian market. The figure 1 is shown in Appendices which tells us the current market share of the company and Figure 2 shows that sales of the new motor cars in recent years has increased. As there is a concern for providing greener environment across the world, there exists an opportunity for Toyota Australia to create better fuel economy and reduced emissions car which caters to the need of environment. Toyota Prius is one such hybrid synergy drive system vehicle which provides best combined greenhouse and air pollution rating of any vehicle sold in Australia. ‘Prius is officially our greenest car’. As cited on Toyota Website at ii. Competitive environment Toyota Australia strong competitors in every segment are Ford, GM, Honda, Mercedes, BMW and Volkswagen. Car Sales. com Limited 2009) Toyota Prius main competitors within the market are Honda Civic Hybrid and Ford Fusion Hybrid car. Toyota Prius belongs to the lower/medium passenger car segment (C). Currently Toyota Prius provides maximum fuel efficiency as compared to other brands. It comes with a standard 1. 8L l4, 16 values engine. (ANDiDAS. com 2003) Comparison As cited on Yahoo Website at iii. Econ omic environment Australia is a stable, democratic country with a strong competitive economy. Australia has one of the most outstanding economies of the world with skilled workforce. There is a flexible labour market, an efficient government sector and a very competitive business sector within the country. The Australian economy is one of the fast growing within the world. Australia investment in ICT as a percentage of Gross Domestic Product is the third highest of Organisation for Economic Co-operation and Development countries. Australia is strong in Information and communication technology (ICT), innovation systems, business environment and human resource development. (Australian Department of Foreign Affairs Trade 2009). GDP for Australia expanded to 0. 0% over the last 4 quarters. The Australia Gross Domestic Product is worth 1015 billion dollars or 1. 64% of the world economy, as mentioned by the World Bank. Australia's economy is occupied by its services sector, yet its economic success is based on lots of agricultural and mineral resources. Australia's relative advantage in the export of primary products is a indication of the natural wealth of the Austra lian continent and its small domestic market. The country is a major regional financial centre and a fundamental component of the global financial system. Figure 3 in Appendices shows the Australian GDP Growth Rate. (TradingEconomics 2009). Due to the increase in fuel prices, consumers will realise the value to the quality and services the car provides, rather than price. The Toyota Prius car with the hybrid system which provides fuel efficiency and reduce emissions will definitely run a long way as its environment friendly. iv. Demographic environment The estimated population growth rate in 2009 for Australia was 1. 195%. The total population estimated was 21,262,641 out of which 18. 6% of the population was between the age group of 0-14 years , 67. % of the population was between the age group of 15-64 years and 13. 5% of the population was between the age group of 65 years and over. The target customers for Toyota Australia would fall into these two age groups ranging from 15 – 64 years and 65 years and over. The age structure is similar to that of New Zealand and the USA. (Kotler, 2007). These are the potential customers and Toyota needs to focus on them as they fall into the potential market for buying cars. In Australia 99% of male and female population are literate. The statistic show that 78. % of people speak English, 2. 5% of people speak Chinese, 1. 6% of people speak Italian, 1. 3% of people speak Greek, 1. 2% of people speak Arabic, 1% of people speak Vietnamese , 8. 2% of people speak other language and 5. 7% of people speak unspecified language ( As per 2006 Census). There are different ethnic group like White, Asian, Aboriginal and others. Different religion like Catholic, Anglican, Uniting Church, Presbyterian and Reformed, Eastern Orthodox, other Christian, Buddhist, Muslim and others exist. (Central Intelligence Agency 2009). v. Social and Cultural environment Australia has a multi cultural environment. It has different cultural group from all over the globe. Its diverse culture reflects liberal democratic traditions and social and cultural influences of the millions of migrants who have settled in Australia since World War II. Australia’s original inhabitants, the Aboriginals and Torres Strait Islanders peoples, have been living in Australia for at least up to 40,000 years. The rest of Australia’s people are migrants or descendants of migrants who have arrived in Australia from about 200 countries. The defining feature of today’s Australia is the cultural diversity of its people, and the way they are united to each other. Australian has the right to express their culture and beliefs and to participate freely in national life. (Australian Department of Foreign Affairs Trade 2009). Toyota Australia needs to define an international standard which caters to the different cultural group so they can target the potential buyers within the market. vi. Political and legal environment The political system in Australia consists of a federal parliamentary democracy. There are 6 states and 2 territories in Australia. The legal system is based on English common law; accepts compulsory ICJ jurisdiction with reservations. There are no political pressures from the group leaders hence the company can start the business in Australia. (Central Intelligence Agency 2009). The only problem here was when the Luxury Car tax was implemented by the Federal Government in 2008, Toyota Australia experienced a decline in sales on their luxury car segment range. Also environmental and safety measures needs to be implemented within the car with respect to the legal requirement for Australian standards. (Toyota 2009). vii. Technological environment In Australia the technological environment changes rapidly. Some of the technologies related to automotive industry are as follows: Environmental Technology like hybrid synergy drive, Safety Technology, IT Based Approach, Fuel Cell Technology, Personal Mobility and Robot Technology which are used in the modern cars. Such features increase the sales figures of the company. For Example: In Toyota Prius the hybrid synergy drive which gives a better fuel efficiency and reduces emissions is one of the key features which gave the opportunity to increase the sales figure of the company. Toyota was the innovator for this hybrid synergy drive car and it captured the market using this technology. However these features also increased the cost of manufacturing the car. So Toyota needs to keep up with the pace, as the technological environment keeps changing rapidly and the competitors might come up with a better enhanced version of this technology. (Toyota Japan 2009). c. SWOT analysis Toyota Prius Car, Australia SWOT analysis done within the Australian market: Internal Environment| Strength| Weaknesses| * Toyota Australia is the country’s largest vehicle exporter. Its reliable and Eco- environment friendly. * Continuous Improvement and Innovation * ‘Just in Time’ approach to Production pioneered by Toyota. * Lexus, Corolla and other strong brands| * Need to Understand the Australian Culture * Expensive Price * Costly to manufacture * New Technology can cause potential problems| External Environment| Opportunities| Threats| * Hybrid Synergy Drive Tec hnology * Due to the recent economic crisis the petrol price has increased enhance it gives an opportunity for Toyota Prius to enter into the market as it works to maximize fuel efficiency. Due to the Australian government regulation in concern with the environment, Toyota Prius will be suitable for the market as it will reduces emissions and is environmental friendly. | * Strong Competition within the market. Example : Honda, Ford, and General Motors * Petrol fuel Price Increase * Availability of Public Transports in Australia Example: Train, tram, bus and cab. * Luxury Car Tax implemented by the federal govt in 2008. | d. Critical issues The demand might decrease for Toyota Prius as it does not focus on some actors which are as follows : * The cost structure of Toyota Prius needs to be rectified. The profits is reduced due to the cost structure. * Enhance the development of hybrid and compact vehicles which would be the key to the future growth. * Implement a more effective cost s tructure in the areas of production and sales operation. (vBulletin 2009) * The company needs to rectify the problems which are there in the current version of the car. Problems which relate to electrical, engine, interior accessories and fuel delivery system. (CarComplaints. om 2009) * Toyota needs to keep investing in the Research and Development of Prius Car for new innovation. As it already possesses expertise in producing hybrid cars. So it is essential for Toyota Prius to keep investing in the Research and Development of the car engine to increase the fuel efficiency and provide a competitive advantage in the market. * Expand the scope of the emergency value analysis to achieve cost reduction and reduce fixed cost by 10%. (vBulletin 2009) These are some of the critical factors which if not considered might cause problem in towards competitive business environment. Which in turn will affect the sales of the Toyota Prius Car. 6. Marketing Objectives * Increase the sales for the coming year and regain the loss which occurred during the economic crisis. * To increase the market share of the company. * To attract new buyers for the car and retain the loyal old customers. * To maintain the brand and standard within the market. 7. Marketing Strategies a. Target Markets The Toyota Prius has targeted this car at all levels of consumers. However the drivers ranging in an age group of 40 to 80 year old drive this car as they are environment conscious. Toyota targeted the car which was affordable from middle to lower income groups. It fuel efficiency and less emission is very attractive to this kind of age group. (Sheila Wilson 2005). Toyota is also designed to be used by people who are working in the in the city , because it features include switching of the engine whenever the Prius is stopped at a red light and give an extraordinarily good fuel consumption and excellent usable performance. Therefore Toyota Prius segments the market only by combining two demographic values which is income and age group and hence it targets these two segments of the market. WebPublication Pty Limited 2008). The campaign of Toyota Prius says â€Å"Harmony between Man, Nature and Machine†, which means the car, has been absolutely designed for the use of the environment and everyday life. This car belongs to the lower/medium passenger car segment (C). Hence the competition is against the entire (C) car segment. So the company needs to be innov ative in a manner. (High Gear Media 2009). b. Product strategies The Toyota Prius has re-engineered the car and launch the third generation version. The market in Australia is huge and profitable; so Toyota needs to launch the re-engineering project quickly and create new innovation to be a competitive leader within the consumer market. However on the company website it say it plans to launch an urban commuter battery electric vehicle by 2012. To improve the environment the new generation Prius has a 1. 8- litre four cylinder petrol engine which replaces the 1. 5- litre engine previous model. It has technology such as the solar ventilation system and remote air-conditioning system. It has features such as pre-collision safety system and intelligent parking assist. It the ‘greenest’ car ever sold in Australia, thus it provides the lowest pollution emission and low fuel consumption. So Toyota Company can satisfy the customers and earn profit from the Australian Market. (Toyota 2009). c. Pricing strategies In view of target consumers, Toyota Company uses excellent technologies for the Prius cars. It is cogent to maintain the original price-positioning strategy. Most of the buyers don’t bother about the price. Toyota Prius car uses the Price Skimming Strategy. In this strategy the company will set a relatively high price in the beginning and then reduce the price over time. As they are able to get consumers at every price point. Toyota Prius car is based on the innovation of hybrid synergy drive hence this innovation helps the company to use this pricing strategy. Competing with price will not support effective development. However, for the company to increase their profit the basic objective is to reduce the prospective cost (sunk cost). So it needs to use the price skimming strategy and capture the market before other competitors enter the potential market. And Toyota Company has always been an early innovator to do that. (Aisha Jones Scheffel 2008) d. Promotion Strategies The different promotion strategy which were used by the Toyota Company for the Prius car were as follows: Television and print advertisements highlighted the evolutionary aspect of hybrid technology and freedom from depending on oil. Toyota has created online e-brochures with video clips which were sent to different people. Toyota also benefited from various celebrity endorsements that attracted attention to the new Prius car. Toyota also promotes motor show exhibitions. Example : The Melbourne Motor Show was the first public outing to display new Prius Cars. Toyota has one unique characteristic which is to provide a greener environment friendly car as it produces low emissions. Recently they promoted in an advertisement saying ‘Harmony between Man, Nature and Machine’. (Ann Rodriguez and Chris Page 2004) e. Distribution Strategies Toyota Company has distribution centres in Australia. In 1999, Victorian Park Distribution Centre was opened at Altona. It uses the unique distribution methodology the Internet. One can find the dealer on the Toyota. com. au website. Dealers are classified with General Sales, Prius Sales, General Services, Prius Services and All Parts. One can get the relevant information of the dealer which would contain the address, Telephone, fax Phone and email address. 8. Recommendation for Change * Lower the fixed cost of the whole process. * Improving the procedure of the Research and Development. * Build good relationship with other automotive companies in order to increase profits. * Supporting supplier development by funding the on-site process improvement and cost reduction activities. * Supporting dealers to apply Toyota Production System to improve customer service reduce costs and increase productivity. Producing Hybrid cars at the manufacturing plant within Australia. (Toyota 2009) 9. Implementation Plan * The main problem was maintaining a long life of the battery of the car. This is one of the biggest problems of the Prius car and the company should overcome this problem to increase the sales. (ConsumerAffair. com 2009) * The passenger side headlight goes off intermittently. This should be rectified by the company. It is a common problem found in most of the cars. (Howard A. Gutman 2009) * Vehicle’s engine shutting off, at a speed of 35 miles per hour (mph) and 65 (mph). Launching advertisement campaign for Green Environment friendly vehicle. * Providing great offers during festival like Christmas and Easter. * Advertising the new features of the third generation car like Remote Air Conditioning System, Pre-collision Safety System, Intelligent Park Assist and Solar Ventilation System. (The Gale group 2009) 10. References * Kotler, Brown, Adam , Burton, ed. (2007), Marketing, Frenchs Forest: Pearson Education Australia. I. 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Thesis: Violence and Mass Communication

Effects of Exposure to Media Violence to the Psychological Development of the High School Students of Bulacan State University- Laboratory High School A Thesis Proposal Presented to Ms. Marjorie Miguel College of Arts and Letters Bulacan State University In Partial Fulfillment of the Requirements for Communication Arts II For the Degree of Bachelor of Arts in Mass Communication Major in Broadcasting By Calara, Jerica Mae S. P. Mendoza, Justine Mary Robert A. Navalta, Erl Chak S. J. Panti, Jeaneth D. P. Villalon, Maria Neren E. March 2012 BULACAN STATE UNIVERSITY College of Arts and LettersSchool Year 2011 March 22, 2012 Faculty of the College of Arts and Letters College of Arts and Letters Bulacan State University Malolos Bulacan To whom it may concern: Greetings! We, the Insiders from the freshmen of BA Mass Communication Major in broadcasting, are presenting our thesis proposal entitled â€Å"Effects of Exposure to Media Violence to the Psychological Development of the High School Students of Bulacan State University- Laboratory High School,† written by Jerica Mae S. P. Calara, Justine Mary Robert A. Mendoza, Erl Chak S. J. Navalta, Jeaneth D. P. Panti, and Ma. Neren E.Villalon, guided and mentored by the Communication Arts II professor, Ms. Marjorie Miguel. This contains all the relevant information about media violence and its effects in the psychological development of an individual, particularly, the high school students of Bulacan State University. Rest assured that all the information contained in this proposal are true and reliable to best of our knowledge and beliefs. Yours truly, __________________ Ma. Neren E. Villalon Researcher ACKNOWLEDGEMENT We would like to thank the Almighty Father for the blessing of wisdom, patience, and hardwork.We will forever offer all our sacrifices and efforts to Him and without Him, this would never be possible. To our research adviser and mentor, Ms. Marjorie Miguel, we thank you for your guidance and understan ding throughout the second semester, for you have taught us not only the lessons we need to learn in the school, but also the life lessons we have always needed. It is an honor to have you as our adviser. To our loving section, BAMC-1A, this research paper served as our stepping stone in achieving success. Behind the ideas and lessons we put in are also values that we should acquire as future media practitioners of our generation.There are three more years ahead of us, and we hope to have a fruitful future ahead of us. Congratulations for finishing the first chapter of college life. To our family, your support and love will be cherished forever, for without you, we would never achieve everything we have now. â€Å"A hypocrite works only for himself, a man works for the benefit of others; A good man works for the Lord†¦Ã¢â‚¬  ABSTRACT Title: Effects of Exposure to Media Violence to the Psychological Development of the High School Students of Bulacan State University- Laborator y High School Researchers: Calara, Jerica MaeMendoza, Justine Mary Robert Navalta, Erl Chak S. J. Panti, Jeaneth D. P. Villalon, Maria Neren E. Research Adviser: Ms. Marjorie Miguel Due to the evolution of the fast-paced world, a more graphic violence is exhibited in media, which gravely affected the psychological development of the children and adolescents, causing them to acquire a more distinct and aggressive behavior towards other people. OBJECTIVE In this research, the group aims to provide sufficient information to educate people about the harms of exposure to media violence to the psychological development of an individual.This would only be possible if people would really understand how important it is to guide their children properly. Furthermore, the researchers would like to promote a child-friendly media that would mold children into productive and morally-shaped professionals in the future. TABLE OF CONTENTS Title Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 Cover Letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Acknowledgement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 CHAPTER 1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Significance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Scope and Delimitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 CHAPTER 2 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Review of Related Theories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Review of Related Literature Local Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Foreign Literature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Review of Related StudiesLocal Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Fo reign Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Conceptual Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Hypotheses of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 CHAPTER 3 Methods and Techniques . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Appendices Questionnaires . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Letters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Experts’ Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Interview Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Curriculum Vitae . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 CHAPTER I THE PROBLEM AND ITS BACKGROUND INTRODUCTION Violence is never new to the society, and it is constantly alarming because it greatly affects the development of a child.Whenever a person manifests any form of violence to a child, he imitates it in such a way that they think it is right, causing him to commit youthful crime. According to the Department of Social Welfare and Development (DSWD), there are more than 2,600 juvenile delinquency cases reported in 2009. A year later, the number reduced to 1,200. However, DSWD claims that there are still many unreported cases in the country (Diaz, 2011). Statistics on crime incidents from the Ph ilippine National Police from January to August 2011 showed that crimes committed by children account for only 2. % (or 3,856) of the 176,703 reported crimes, as against the remaining 172,847 committed by adults. It goes to show that many children committed crime and had exhibited aggressive and negative behavior towards people, and one of the causes of this inexcusable behavior is exposure to violence. Ten things every juvenile court judge should know about trauma and delinquency. The majority of youth who develop a pattern of delinquent behaviors and experience subsequent juvenile court involvement have faced both serious adversities and traumatic experiences.Research continues to show that most youth who are detained in juvenile detention centers have been exposed to both community and family violence and many have been threatened with, or been the direct target of, such violence (Abram et al. , 2004; Wiig, Widom, & Tuell, 2003). Studies also demonstrate that youth who have multi ple exposures to violence or victimization are at higher risk for mental health problems, behavioral problems, substance abuse, and delinquent behaviors (Ford, Chapman, Hawke, & Albert, 2007; Ford, Elhai, Connor, & Frueh, in press; Saunders, Williams, Smith, & Hanson, 2005; Tuell, 2008). Any form of violence gravely deteriorates the psychological well-being of a child. That is why it is noted that the main focus in on one of the factors that affects the psychological development of an individual, and that is media violence. Exposure to any form of violence may contribute to the behavioral patterns of growing individuals especially to those who have witnessed it throughout their lives, which is now possible with television as the fastest portal of learning and violence. According to some, you are what you watch when it comes to violence in the media and its influence on violent behavior in young people.The research published in February 2009 in the Journal of Youth and Adolescence, s hows that even when other factors are considered, such as academic skills, encounters with community violence, or emotional problems, â€Å"childhood and adolescent violent media preferences contributed significantly to the prediction of violence and general aggression† in the study subjects (Buffington, et. al. ,2011). Media Violence – Introduction The debate over media violence has eluded definitive answers for more than three decades. At first blush, the debate is dominated by one question—whether or not media violence actually causes real-life violence.But closer examination reveals a political battle. On the one hand, there are those who blame media violence for societal violence and want to censor violent content to protect children. On the other hand are those who see regulation as the slippery slope to censorship or a smokescreen hiding the root causes of violence in society. One thing is certain: the issue of media violence is not going away. Increasing ly the debate is focusing on the â€Å"culture of violence,† and on the normalization of aggression and lack of empathy in our society. Media Violence ResearchResearch into the media and violence  examines whether links between consuming  media  violence and subsequent aggressive and  violent  behavior exists. Although some  social scientists  support this link, methodological and theoretical problems with the existing literature limit interpretation of findings in this area. There is concern among some scholars that media researchers may have exaggerated effects (Ferguson & Kilburn, 2009; Freedman, 2002; Pinker 2002; Savage, 2004). These effects, such as aggression and patterns of violent behaviors are believed to be interrelated with visual representations of violence.Complaints about the possible deleterious effects of mass media appear throughout history, even  Plato  was concerned about the effects of plays on youth. Various media/genres, including  d ime novels,  comic books,  jazz,  rock and roll,  role playing/computer games  and many others have attracted speculation that consumers of such media may become more aggressive, rebellious or immoral. This has led some scholars to conclude statements made by some researchers merely fit into a cycle of media-based moral panics (e. g. Gauntlett, 1995; Trend, 2007; Kutner & Olson, 2008).The advent of  television  prompted research into the effects of this new medium in the 1960s. Much of research has been guided by  social learning theory  developed by  Albert Bandura. Social learning theory suggests that one way in which human beings  learn  is by the process of modeling. Through the videos, movies, clips, episodes, and even shows, violence is manifested in media that is why children tend to imitate aggressive behaviors. Their minds create an interpretation which could be later on seen on their actions.These actions tend to shape them into violent individuals. From time to time, intellectual investigation and analysis about the effects of media violence and aggression to the psychological development of a child are being examined harmful influence of television violence and on how to create a child-friendly media that will help the parents mold their children into morally- shaped individuals. The researchers intend to apply the concepts of psychology in defining and explaining such terms that will justify the effects of media violence on the well-being of a child.It is also necessary to use medical terms that will support the statements presented in this research, which will be explained further. STATEMENT OF THE PROBLEM There are many effects of exposure to media violence which influence the psychological well-being of a child. This study intends to investigate these effects, particularly to high school students in Malolos, Bulacan. This study is made to give answers and clarifications on the following questions: In general, the questio n is, â€Å"How does media violence, especially on television, affect the psychological development of a child? 1. How does viewing violence on television actually foster aggressive behavior? 2. Is the association of exposure to television violence with the aggressive behavior causal? (Is violent television directly causing aggressive behavior? ) 3. 1 Significant Association of Media Violence to Aggression 3. 2 Media Violence and the Increasing Rate of Youthful Crime 3. 3 Psychological Risks and Setbacks of Exposure to Media Violence 3. What should be the precautions and measures that should be applied in order to create a child-friendly media? SIGNIFICANCE OF THE STUDYConsidering all the aspects of this research, the main goal is to educate people and also the respondents about the harmful effects of media violence to the psychological well-being of a child. Furthermore, it is the responsibility of the researchers to provide essential information about the psychological influences of exposure to media violence and aggression. Mass Communication Students. As future media practitioners, it is essential for them to promote a child-friendly media to its viewers because media is one of the factors of human development, moreover, in the psychological aspect of an individual.Students. This research would help students realize the disadvantages of patronizing shows which use media violence as a source of entertainment, and on how should they avoid watching it. Teachers and School Administrators. As mentors, this research would help them create a teaching strategy that will mold and guide students as they develop to mature professionals. Parents. It is the responsibility of the parents to guide their children in watching television programs. That is why they would gain information and explanations from this research that will help them guide their children properly. Readers.This intellectual output aims to provide readers with sufficient knowledge and understanding a bout the effects of media violence to the psychological well-being of a child. This would help them be informed not only about the harmful effects but also their responsibilities as viewers. SCOPE AND DELIMITATIONS There are several factors that should be considered in determining how media violence affects children and adolescents, but the researchers paid more attention in analyzing how media violence, especially on television, affects the psychological well-being of children and teenagers, particularly high school students.The scope of this research applies to Bulacan State University Laboratory High School students at Malolos City, Bulacan, for the school year 2011-2012. DEFINITION OF TERMS Mass Communication- refers to a scholarly study of mass media, its various forms and effects to people. Mass Media- refers collectively to all  media  technologies  that are intended to reach a large audience via  mass communication (Wikipedia) Development- refers to the progress achi eved by an individual which, in this research, pertains to the psychological development Psychology- the study of the  mind, occurring partly via the study of  behavior (Wikipedia).Violence- refers to the aggressive behaviors portrayed by the characters seen on television Students- refers to the high school students of Bulacan State University Laboratory High School (Unless given specification, e. g. Mass Communication Students) CHAPTER II REVIEW OF RELATED LITERATURE AND STUDIES This study was based in the previous investigations and experiments made by analysts and psychologists in determining the probable causes and effects of media violence exposure. According to Andrea Martinez (1994), most studies support â€Å"a positive, though weak, relation between exposure to television violence and aggressive behaviour. Although that relationship cannot be â€Å"confirmed systematically,† she agrees with Dutch researcher Tom Van der Voot who argues that it would be illogical to conclude that â€Å"a phenomenon does not exist simply because it is found at times not to occur, or only to occur under certain circumstances. † More investigations took place to prove the relation of aggressive behavior to children and adolescents. They even conclude that there are several factors that affect the relationship of television violence to adolescents such as violent music lyrics.In 2003, Craig Anderson and Iowa State University colleague Nicholas Carnagey and Janie Eubanks of the Texas Department of Human Services reported that violent music lyrics increased aggressive thoughts and hostile feelings among 500 college students. They concluded, â€Å"There are now good theoretical and empirical reasons to expect effects of music lyrics on aggressive behavior to be similar to the well-studied effects of exposure to TV and movie violence and the more recent research efforts on violent video games. â€Å"It is implied that violent music lyrics act as their †Å"opium†, for when teenagers listen to such music, it tends to make them feel more aggressive, creating different feelings and thoughts. In 1960, University of Michigan Professor Leonard Eron studied 856 grade three students living in a semi-rural community in Columbia County, New York, and found that the children who watched violent television at home behaved more aggressively in school. Eron wanted to track the effect of this exposure over the years, so he revisited Columbia County in 1971, when the children who participated in the 1960 study were 19 years of age.He found that boys who watched violent TV when they were eight were more likely to get in trouble with the law as teenagers. When Eron and Huesmann returned to Columbia County in 1982, the subjects were 30 years old. They reported that those participants who had watched more violent TV as eight-year-olds were more likely, as adults, to be convicted of serious crimes, to use violence to discipline their children, and to treat their spouses aggressively. Studies show that violent behaviors, just like any other behavior can be seen through years and can still be observed even for a long period of time.Professor Monroe Lefkowitz published similar findings in 1971. Lefkowitz interviewed a group of eight-year-olds and found that the boys who watched more violent TV were more likely to act aggressively in the real world. When he interviewed the same boys ten years later, he found that the more violence a boy watched at eight, the more aggressively he would act at age eighteen. Columbia University professor Jeffrey Johnson has found that the effect is not limited to violent shows. Johnson tracked 707 families in upstate New York for 17 years, starting in 1975.In 2002, Johnson reported that children who watched one to three hours of television each day when they were 14 to 16 years old were 60 per cent more likely to be involved in assaults and fights as adults than those who watched less TV. Kansas St ate University professor John Murray concludes, â€Å"The most plausible interpretation of this pattern of correlations is that early preference for violent television programming and other media is one factor in the production of aggressive and antisocial behavior when the young boy becomes a young man. † People often use the phrase that â€Å"children are impressionable. It means that children do not see the world through the same filter of experience that adults do. Children see things more literally. They do not yet possess the sophisticated sensibilities to distinguish fiction from reality. It matters a great deal, therefore, how much TV children watch and what they view. The effects of media violence on children have been studied for over thirty years, with researchers repeatedly finding correlations between aggressive/violent behavior and the viewing of media violence. These education and psychology researchers began asserting years ago that a cause-and-effect relatio nship existed, i. . , viewing media violence was one of the causative factors in aggressive behavior in children. REVIEW OF RELATED THEORIES Exposure to such quantities of violent depictions damages youth and contributes to violence in real life. In particular, television violence promotes aggression, teaches the youth that violence is an acceptable solution to problems, and fosters a fearful attitude by leading viewers to think that the world is more violent than it really is. Here are the theories that will explain the influences of television violence to the youth: Cultivation TheoryCultivation Theory focuses more on how people attitudes are impacted by the media, rather than just behaviors. One of the findings of this research is that when people are exposed to heavy media violence, they seem to have an attitudinal misconception called â€Å"mean world syndrome†. This means that they overestimate how much violence actually occurs in their communities and the rest of the w orld. While on the other hand, people who are exposed to less media violence have a more realistic sense of the amount of violence in the real world.Social Learning Theory Media affects theories in modern times originated with Albert Bandura's social learning theory, which suggests that children may learn aggression from viewing others. Modeling of behavior was observed in Bandura's Bobo Doll Experiments. He showed children a video of a model beating up a Bobo doll and then put the children in a room with a Bobo doll to see if he/she would imitate the behavior previously seen on the video. The findings of this experiment suggest that children tended to model the behavior they witnessed in the video.This has been often taken to imply that children may imitate aggressive behaviors witnessed in media. Catharsis Theory Catharsis is a Greek word meaning â€Å"cleansing† or â€Å"purging†. It has been described as a â€Å"purification† or a â€Å"purging† of su ch emotions. Many directors and producers of violent media claim that their products are cathartic. For example, Alfred Hitchcock, director of the movie Psycho, said, â€Å"One of television's greatest contributions is that it brought murder back into the home where it belongs. Seeing a murder on television can be good therapy.It can help work off one's antagonism. † More recently, in 1992, Paul Verhoeven, director of the movie Total Recall, said, â€Å"I think it's a kind of purifying experience to see violence. † Social Cognitive Theory Social cognitive theories build upon social learning theory, but suggest that aggression may be activated by learning and priming aggressive scripts. Desensitization is also included in latter social cognitive theories. For example in one recent study, a sample of college students was assigned at random to play either a violent or non-violent video game for 20 minutes.They were then asked to watch a 10 minute video of real life violen ce. The students who had played the violent video games were observed to be significantly less affected by the simulated aggressive act than those who didn't play the violent video games. Moral Panic Theory Clarified by David Gauntlett this theory postulates that concerns about new media are historical and cyclical. Society forms a predetermined negative belief about a new media. Research studies and statements by scholars and politicians are designed to confirm the pre-existing belief, rather than objectively study the issue with care.Ultimately the panic dies out after several years or even decades, but ultimately resurfaces when yet another new form of media is introduced. REVIEW OF RELATED LITERATURE LOCAL LITERATURE Cultures of corruption and of violence in society are close cousins, if not twins. They are intertwined. Where there is corruption, there is violence, and vice versa. Violence is a symptom of a corrupt mind or society, and corruption is violence against fellow human beings and society (Chua, 2010). Children through their adolescent stage are great imitators.Television violence surfaced the minds of our teenagers though it brings negative effects- for adolescents search for their role model during their formative years. In the Philippines, where almost every household had televisions, violence is rampant. Philippine Television Scenario: * 93% of Filipino children have access to television. * Television shows consist of 10,000 rape, assaults and murder scenes each year. * Teenage boys who watch television more than an hour are more likely to commit violent acts than those who watch less than an hour.With the influence of television that results to violence, the United Nations classified Philippines as a high aggression area—an environment promoting aggressive behavior. It is said that exposure to adult programs eliminates childhood. (Tan, 1994) concluded that before, learning is difficult and dependent, but now, the youth easily learn abo ut adult behavior through TV programs. If they are required by law to wait until they are old enough to drive, likewise, they need to wait for the right age to watch TV.Television may not be as detrimental for teenagers or for adults, as it is for the young ones. With this statistics, Sen. Manuel Villar Jr. has filed a bill banning the broadcast of programs that contain scenes considered extremely violent for children during daytime. Senate Bill 2441 mandates the Movie and Television Review and Classification Board (MTRCB) and the National Telecommunications Commission (NTC) to establish rules for blocking violent programs during daytime. Television has been taken for granted, as it becomes the fastest portal of violence. Teenagers feel vulnerable and less protected.Teenagers are exposed to increasingly higher doses of aggressive images. Violence among youth is also on the rise, making it plausible to correlate the two, even though we believe that the primary causes for aggressive b ehavior in children are to be found in their family environment, and the social and economic conditions in which they are raised. Television violence merges with reality. FOREIGN LITERATURE Learning violence has no exception. It can be imitated in the same manner as how the alphabet was committed to memory (Walker, 2010). In a study conducted by Dr.Jo Groebel of Utrecht University from 1996-1997, it was confirmed the dominant role of television in the everyday lives of children around the globe: 93% of the students who attend school and live in electrified urban or rural areas have regular access to television and watch it for an average of three hours a day. This represents at least 50% more than the time spent on any other out of school activity, including homework, being with friends, or reading. The result justifies the assumption that television is the most powerful source of information and entertainment besides face-to-face interaction.It is concluded that the introduction of television in the 1950s caused a subsequent doubling of the homicide rate, i. e. , long-term childhood exposure to television is a causal factor behind approximately one half of the homicides committed in the United States, or approximately 10 000 homicides annually. Although the data are not as well developed for other forms of violence, they indicate that exposure to television is also a causal factor behind a major proportion-perhaps one half-of rapes, assaults, and other forms of interpersonal violence in the United States (Centerwall, 1992)Fig 1. — This series of photographs shows a 14-month old boy learning behavior from a television set. In photograph A, the adult pulls apart a novel toy. The infant leans forward and carefully studies the adult's actions. In photograph B, the infant is given the toy. In photograph C, the infant pulls the toy apart, imitating what he had seen the adult do. Of infants exposed to the instructional video, 65% could later work the toy, as compared with 20% of unexposed infants.Just like Bandura’s experiment on how children learn and adapts violence, the figure shows how easily a toddler mimics a personality on a television. To present how television violence manifests in the youth’s daily lives, Arnold Schwarzenegger’s ‘Terminator’ is a global icon, known by 88% of the children surveyed, be they from India, Brazil or Japan. Asked to name their favorite role models, boys most frequently named an action hero. 51% of the children from war or high-crime environments wish to be like him, as compared to 37% in the low-aggression neighborhoods.This only means that teenagers tend to mimic the shows they have seen on television. In 1990, the American Academy of Pediatrics issued a policy statement that Pediatricians should advise parents to limit their children's television viewing to 1 to 2 hours per day. Nowadays, the youth perceives television as a factual source of information about a wor ld outside their homes but the truth is this is where violence is a daily commonplace. But violence, according to Centerwall in 1992, is generally powerful, exciting, charismatic, and efficacious. REVIEW OF RELATED STUDIESLOCAL STUDIES One of the findings was half of the Filipino programs contain violent incident (excluding news casts). Moreover, it indicated that violence would likely occur in these kinds of television programs: 1. Action/Adventure 2. Drama/Sitcoms 3. Variety Shows 4. MTV (Music Television) Exposure to this kind of television programs lead to several problematic outcomes. Aggression Adolescents in middle school and high school are much more likely than younger children to doubt the reality of television content and much less likely to identify with television characters.The small percentages of those who continue to believe in the reality of television and to identify with its violent heroes are the only ones likely to be more aggressive, especially if they continu e to fantasize about aggressive-heroic themes. Desensitization Desensitization is indicated by lower empathy or sympathy. Media violence has also been shown to desensitize youth to violence. Trauma and Victimization Media violence also leads to fear and a feeling of victimization.In one study, 75% of high school students reported media violence at moderate to high levels, and 10% sought to counseling due to nightmares, anxiety, and fear associated with media violence. FOREIGN STUDIES Bobo Doll Experiment The Bobo doll experiment was the name of two experiments conducted by Albert Bandura in 1961 and 1963 studying patterns of behavior associated with aggression. He hoped that the experiments would prove that aggression can be explained, at least in part, by social learning theory. The theory of social learning would state that behavior such as aggression is learned through observing and imitating others.He showed children a video of a model beating up a Bobo doll and then put the chi ldren in a room with a Bobo doll to see if he/she would imitate the behavior previously seen on the video. The findings of this experiment suggest that children tended to model the behavior they witnessed in the video. This has been often taken to imply that children may imitate aggressive behaviors witnessed in media. In his book, The 11 Myths of Media, James Potter shares what he believes to be the short term effects and long term effects of media. Short-Term Effects . Imitation and Copying Behavior Children and adults mimic and incorporate a behavior they have seen a character in media perform. 2. Desensitization Media can reduce our emotional reactions. It breaks down viewer’s natural resistance to killing. 3. Temporary Fear Violent media can produce intense fright reactions. Fright is an immediate emotional response and is composed of anxiety, distress, and increased physiological arousal that are frequently engendered in viewers as a result of exposure to specific types of media productions.Long-Term Effects 1. Aggression 2. Moving the Mean of Society toward More of a Fight Flight Mentality When violence permeates the media year after year in all kinds of programming and when the message of the violence is antisocial (violence is usually justified, successful, and harmless to victims), the mean of society is likely to move gradually to antisocial direction. The society will gradually move towards a fight-flight mentality. The fight component is exhibited by an erosion of inhibitions to behaving in a violent manner.The flight component is exhibited by a gradual increase in generalized fear along with an erosion of sympathy for victims of violence. 3. Thinking of Being Victims of a Crime 4. Accepting Violence Easily CONCEPTUAL FRAMEWORK Fig. 2 — Through an input, process, and output cycle, the researchers defined the relationship of media violence linked to aggression. When children are exposed to media violence at an early age, their mind cr eates an interpretation that is why they imitate any aggressive behavior shown to them. Through this, aggression is manifested. HYPOTHESIS OF THE STUDYFrom the information gathered by the researchers in determining the probable effects of exposure to media violence to the psychological development of an individual, hypotheses are formulated. These are based on the findings of this research and will be proved later on. 1. Through media violence manifested on television, aggressive behaviors are acquired as a child interprets what he sees on the character. Children tend to imitate what they see on television that is why it becomes a habit when they are exposed in this form of violence. By this, the child learns to act in the same behavior as what he sees. 2.Proper development of the psychological being of a child is at risk, especially of teenagers because they are on their adolescence stage—a stage of development and preparation for adulthood. What they see and learn in their childhood such as violence, might lead to execution of violent acts acquired in their adulthood, leading to more serious behavioral problems. Without the proper guidance, they might constantly develop into a violent person. 3. One characteristic of a child is being impressionable, that is why they directly imitate the acts they see on television. From this, aggressive behavior could be achieved. . Young children often mimic what they see. Older children develop, through years of watching, sub-conscious mental plans of how they will react in conflict situations. For years they have seen conflicts resolved by violence, and they sub-consciously develop the same reaction plan. When confronted with a conflict, the tendency is to react the way they have seen countless others react—in a combative, aggressive or violent manner. 5. By reducing their time in watching, accompanied by proper guidance and explanation, they could reduce the tendency of a child to acquire violent behavior. 6.Television is the most efficient and the fastest portal of learning and acquiring knowledge. Children watching television without proper guidance gives their own explanation to what they have watched. In such manner, they tend to grow and bear in mind their wrong interpretation of violence. CHAPTER III METHODS OF RESEARCH METHODS AND TECHNIQUES Descriptive Method The researchers applied the descriptive or statistical method that will describe the data and characteristics of the population intended in this research. Through this, the researchers also used the survey method as a technique in defining the data gathered and presented.Survey Method The survey is a non-experimental, descriptive research method. This method assesses the student’s point of view through series of questions intellectually formulated to satisfy the needed information in this research. This is conducted in a group of students from Bulacan State University Laboratory High School. RESEARCH INSTRUMENTS Th e researchers used questionnaires distributed to the students, consisting of closed-ended questions. A  closed-ended question  is a question format that provides respondents with a list of answer choices from which they must choice to answer the question.The group also formulated interview guide consisting of series of questions that will help in directing the conversation towards the topics and issues presented in this research. Through these instruments, the researchers will gather the data needed in order to provide the results needed in this research. BIBLIOGRAPHY Anderson, C. A. , and Bushman, B. J. (2002). The effects of media violence on society. Science, 295, 2377-2378. Appendix 4-B violence in the media and its effect on youth violence. (1999). Youth Violence: A Report of the Surgeon General. Retrieved February 25, 2012, from http://www. urgeongeneral. gov/library/youthviolence/chapter4/appendix4b. html Centerwall, B. S. (1992, June 10). Television and Violence: The Sca le of the Problem and Where to Go From Here. Retrieved from http://cursor. org/stories/television_and_violence. htm Chua, P. S. (2010, August 30). Heart to heart talk: violence on television. Cebu Daily News, Retrieved from http://globalnation. inquirer. net/cebudailynews/opinion/view/20100830-289558/Violence-on-television Frazier, B. (n. d). The impact of tv violence on children and adolescents. The Successful Parent. Retrieved from http://www. thesuccessfulparent. om/children-and-media/the-impact-of-tv-violence-on-children-and-adolescents Grobel, J. (1997). Media and violence study. Retrieved from http://www. ppu. org. uk/education/mediaviolencesurvey-c. html Johnson, J. G. , et al. (2002). Television viewing and aggressive behavior during adolescence and adulthood. Science,  295, 2468-2471. Media awareness network. (2010, July 8). Violence in Media Entertainment. Retrieved from http://www. media-awareness. ca/english/issues/violence/violence_entertainment. cfm Media violence â €“ introduction. (2010). Media Awareness Network. Retrieved from http://www. media-awareness. a/english/issues/violence/ Media violence and behavior. (n. d). LimiTV. Retrieved from http://www. limitv. org/aggression. htm Research on the effects of media violence. (2010). Media Awareness Network. Retrieved from http://www. media-awareness. ca/english/issues/violence/effects_media_violence. cfm Rick Nauert PhD. (2008). Media violence linked to aggression. Psych Central. Retrieved from http://psychcentral. com/news/2008/11/20/media_violence_linked_to_aggression/3379. html Violence kills tv. (1998, December 1). Science Go Go. Retrieved March 19, 2012, from http://www. scienceagogo. com/news/19981101145024data_trunc_sys. html Shah, S. A. A. (2008). Children and media violence. Retrieved from http://www. scribd. com/doc/30841039/Media-Research-Children-and-Media-Violence Short and long term media effects. (2012). The New Media Foundation. Retrieved March 15, 2012, from http://www. the newmedia-foundation. org/media/valus. php Sy, M. (2011, April 19). Villar calls for ban on tv programs too violent for kids. The Philippine Star, Retrieved from http://www. philstar. com/Article. aspx? articleId=677908&publicationSubCategoryId= Tan, B. C. (1994). Tv is not for children. Retrieved from http://www. rstep. org. ph/reading2. tm Violence, media (position paper). (2004). AAFP. Retrieved from http://www. aafp. org/online/en/home/policy/policies/v/violencemedia. html APPENDICES QUESTIONNAIRES BULACAN STATE UNIVERSITY College of Arts and Letters S. Y. 2011-2012 Provided in this questionnaire are personal questions. Please answer all the questions honestly. Shade the circle provided before the choices. -The Insiders Provided in this questionnaire are personal questions. Please answer all the questions honestly. Shade the circle provided before the choices. -The Insiders BASIC INFORMATION: Name: ______________________________________Year and Section:___________________________ __ Age: ____ Gender: __________ Address:_____________________________________ ____________________________________________ Contact No. : __________________________________ 1. During your childhood years, how many hours a day did you spend in watching television? * 1-2 hours * 3-4 hours * 5-7 hours * Others (Please specify. ):_______ 2. Which of the following programs did you often watch before? * Sineskwela * Math-tinik * Hiraya Manawari * Teletubbies * Voltes V * Daimos * Power Rangers * Tom and Jerry 3. Do your parents prevent you from watching programs that show violence? Yes * No 4. As an adolescent, how many hours a day do you spend in watching? * 1-2 hours * 3-4 hours * 5-7 hours * Others (Please specify. ):_______ FOLLOW- UP QUESTION: Do your parents still prevent you from watching programs that promote violence? * Yes * No 5. What kind of programs do you prefer? * Drama * Comedy * Action * Others (Please specify. ) : __________________ 6. Do you often watch alone? * Yes * No 7. Which of the following programs did you often watch before? * Matanglawin * Kap’s Amazing Stories * Pinoy Explorer * IJuander * City Hunter * Iris * Valiente * Regal Shocker 8.Do you think it is beneficial for you to patronize programs with violent scenes? * Yes * No 9. Do you think that exposure to media violence could cause a child to be aggressive? * Yes * No 10. What is your reaction after seeing violence on television? * Pleased- happy, contented * Terrified- scared, frightened * Not Contented- wanting more * Annoyed- disturbed, irritated LETTERS BULACAN STATE UNIVERSITY College of Arts and Letters S. Y. 2011-2012 185 Sapphire Street, Brgy. Perez, Bulakan, Bulacan, Phils. March 22, 2012 Mr. Angel C. Caparas High School Principal Bulacan State University- Laboratory High SchoolCity of Malolos, Bulacan Dear Mr. Caparas: We, a group of Mass Communication students from the College of Arts and Letters, are in the process of accomplishing our research paper in a study enti tled, â€Å"Effects of Exposure to Media Violence to the Psychological Development of the High School Students of Bulacan State University- Laboratory High School. † We would like to request for your permission in order for us to conduct our survey in the campus. The students would be the respondents of our study. This would be of great help in our research. Rest assured that we will take charge in this survey.We are hoping for your cooperation. Yours Sincerely, Erl Chak S. J. Navalta Group Researcher BULACAN STATE UNIVERSITY College of Arts and Letters S. Y. 2011-2012 Santa Maria, Bulacan March 22, 2012 Dr. Agnes Crisostomo Psychology Professor College of Social Science and Philosophy Bulacan State University Dear Madam: We, the students of Bulacan State University-College of Arts and Letters will be conducting a study entitled, â€Å"Effects of Effects of Exposure to Media Violence to the Psychological Development of the High School Students of Bulacan State University- La boratory High School. This is in partial fulfillment of the requirements in the course English 123-Communication Arts 2 thesis proposal. In this regard, we respectfully request for your participation to be the subject of our study. We would assure that any information gathered would be handled properly and with strict confidentiality. Thank you very much! Yours truly, ________________________ Justine Mary Robert A. Mendoza Researcher BULACAN STATE UNIVERSITY College of Arts and Letters School Year 2011 004 Tabon Malis, Guiguinto, Bulacan March 22, 2012 Lolita S. P. Santos Social WorkerCity Social Welfare and Development Malolos Bulacan Dear Mrs. Santos Greetings! We, the Mass Communication students of Bulacan State University, are humbly requesting to your office to allow us to conduct an interview that will give us pertinent information regarding on behavioral aspects of youth and juvenile delinquency here in Bulacan, particularly in the city of Malolos. The said information will s uffice to our thesis proposal entitled â€Å" Effects of Exposure to Media Violence to the Psychological Development of the High School Students of Bulacan State University- Laboratory High School. †Rest assured that all information will remain confidential and shall be used only for the said thesis proposal. We are looking forward to your kindest cooperation and consideration. Yours truly, __________________ Jeaneth D. P. Panti Researcher BULACAN STATE UNIVERSITY College of Arts and Letters School Year 2011 754 Kabilang Bacood, Sta. Rita, Guiguinto, Bulacan March 22, 2012 High School Students Laboratory High School Bulacan State University Dear Respondents: Greetings! We are the Insiders, a group of first year Mass Communication students from the College of Arts and Letters are currently writing our research proposal.We are kindly asking for you to answer the following questions that will be vital to the completion of this proposal. Rest assured that all information will rem ain confidential and shall be used only for the said thesis proposal. We are looking forward to your kindest cooperation and consideration. Yours truly, __________________ Jerica Mae S. P. Calara Researcher EXPERTS’ PROFILES PERSONAL PROFILE Name: Lolita S. P. Santos Address: Malolos Bulacan E-mail address: lolitasantos. [email  protected] com Age: 23 Gender: female Nationality: Filipino Place of birth: Bulacan Civil status: marriedReligion: Catholic EDUCATIONAL BACKGROUND Tertiary: University of the Philippines Diliman, Quezon City Secondary: Holy Spirit Academy Malolos Bulacan PROFESSION Currently serving as a social worker at the City Social Welfare and Development here at Malolos Bulacan, which provides social programs especially to indigenous families in Malolos, provides livelihood projects, child labor programs and other social services that caters the welfare of the people PERSONAL PROFILE Name: Agnes Del Rosario Crisostomo Address: Malolos, Bulacan E-mail address: [email  protected] om Age: 40 Gender: Female Nationality: Filipino Place of birth: Paombong, Bulacan Civil status: Married Religion: Catholic EDUCATIONAL BACKGROUND Tertiary 2009PhD in Psychology University of the Philippines 2005MA in Psychology University of the Philippines 1987BA Psychology University of the Philippines (Diliman) Secondary Paombong High School PROFESSION 4th year Associate Professor in Bulacan State University Employee at Women of Malolos Foundation Incorporation INTERVIEW GUIDE Questions: 1. How much education did you have to go through to become a (field)? 2.Is there a significant relationship between exposure to television violence and aggressive behavior? 3. Is this relationship causal? 4. How does it impact teenagers? 5. Are there any psychological problems that can be caused by television? 6. Why do you think television violence is bad for teenagers? Or why do you think it is okay to let them watch? 7. Do you think the effects of television violence are v ery serious to the teenagers today? Why? 8. What do you think their behavior would be? 9. In your opinion, what ages are safe to watch television violence? 10. Is there anything wrong with letting a young child watch TV? 1. What do you think about always keeping teenagers away from television so that they can not watch violent television programs or shows? 12. Can teenagers adjust good and bad side of violent television programs or shows themselves? Why? CURRICULUM VITAE JERICA MAE SAN PEDRO CALARA 754 Kabilang Bacood, Sta. Rita, Guiguinto, Bulacan Mobile Number: 09157990046 Telephone Number: Email Address: jericamae. [email  protected] com PERSONAL DATA Nickname :Jerica, JM Status:Single Birth Date:May 24, 1995 Citizenship:Filipino Skills:Communication Skills, Computer Literate EDUCATIONAL BACKGROUNDTertiaryBulacan State University City of Malolos, Bulacan, Philippines BA Mass Communication Major in Broacasting S. Y. 2011 – 2012 Secondary Holy Spirit Academy of Malolos Sta . Isabel, City of Malolos, Bulacan S. Y. 2007 – 2011 SEMINARS ATTENDED 1st SemesterCommGuild Seminar AFP Theater Camp Aguinaldo Quezon City August 7, 2011 2nd Semester4th Media Summit BSU Hostel Bulacan State University February 16, 2012 JUSTINE MARY ROBERT AQUINO MENDOZA 277 N. Mendoza St. , San Gabriel, Sta. Maria, Bulacan Mobile Number: 09179917850 Telephone Number: (044) 641-03-77 Email Address: [email  protected] om PERSONAL DATA Nickname :Justine Status:Single Birth Date:February 26, 1994 Citizenship:Filipino Skills:Communication Skills, Computer Literate EDUCATIONAL BACKGROUND TertiaryBulacan State University City of Malolos, Bulacan, Philippines BA Mass Communication Major in Broacasting S. Y. 2011 – 2012 Secondary Saint Paul College of Bocaue Bocaue, Bulacan S. Y. 2007 – 2011 SEMINARS ATTENDED 1st SemesterCommGuild Seminar AFP Theater Camp Aguinaldo Quezon City August 7, 2011 2nd Semester4th Media Summit BSU Hostel Bulacan State University February 16 , 2012 ERL CHAK SAN JOSE NAVALTA 85 Sapphire St. Perez, Bulakan, Bulacan Mobile Number: 09274308912 Telephone Number: (044) 668-74-93 Email Address: [email  protected] com PERSONAL DATA Nickname :Erl, Chak Status:Single Birth Date:October 14, 1995 Citizenship:Filipino Skills:Communication Skills, Computer Literate EDUCATIONAL BACKGROUND TertiaryBulacan State University City of Malolos, Bulacan, Philippines BA Mass Communication Major in Broacasting S. Y. 2011 – 2012 Secondary Immaculate Conception School for Boys Second Year- Fourth Year Poblacion, City of Malolos, Bulacan S. Y. 2008 – 2011 Assumpta Academy First YearSan Jose, Bulakan, Bulacan S. Y. 2007 – 2008 SEMINARS ATTENDED 1st SemesterCommGuild Seminar AFP Theater Camp Aguinaldo Quezon City August 7, 2011 Pandayang Lino Brocka Valencia Hall Bulacan State University 2nd Semester4th Media Summit BSU Hostel Bulacan State University February 16, 2012 JEANETH DELA PAZ PANTI 004, Tabon Malis, Guiguinto, Bulaca n Mobile Number: 09351860944 Telephone Number: N. A. Email Address: [email  protected] com PERSONAL DATA Nickname :Jeaneth Status:Single Birth Date:September 12, 1994 Citizenship:Filipino Skills:Communication Skills, Computer LiterateEDUCATIONAL BACKGROUND TertiaryBulacan State University City of Malolos, Bulacan, Philippines BA Mass Communication Major in Broacasting S. Y. 2011 – 2012 Secondary Guiguinto National Vocational High School Guiguinto, Bulacan S. Y. 2007 – 2011 SEMINARS ATTENDED 1st SemesterCommGuild Seminar AFP Theater Camp Aguinaldo Quezon City August 7, 2011 Pandayang Plaridel BSU Hostel Bulacan State University Pandayang Lino Brocka Valencia Hall Bulacan State University 2nd Semester4th Media Summit BSU Hostel Bulacan State University February 16, 2012 MA. NEREN ENRIQUEZ VILLALON 611, Calle Hagonoy St. San Pablo, City of Malolos, Bulacan Mobile Number: 09066250818 Telephone Number: (044) 760-75-68 Email Address: [email  protected] com PERSONAL DATA Nickname :Neren Status:Single Birth Date:September 4, 1994 Citizenship:Filipino Skills:Communication Skills, Computer Literate EDUCATIONAL BACKGROUND TertiaryBulacan State University City of Malolos, Bulacan, Philippines BA Mass Communication Major in Broacasting S. Y. 2011 – 2012 Secondary Holy Spirit Academy of Malolos Sta. Isabel, City of Malolos, Bulacan S. Y. 2007 – 2011 SEMINARS ATTENDED 1st SemesterCommGuild Seminar AFP Theater Camp Aguinaldo

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Through cooperation rather than competition, firms can access knowledge and market resources over both firms, instead or acquiring them. It is not just costs and time saving, but also increasing the efficiency with which knowledge is utilized. Firms are entering into strategic alliances because of numerous factors. The rapid change in technology with high expenditures on RD, intensifying competitions, globalization and so on. Different companies have their own competitive advantages, which can be beneficial to other parties. Resources, especially technology and market information, can be shared by parties under strategic alliance. For example, Starbucks entered an alliance with Barnes and Nobles Bookstores in 1990s, to provide their in-house coffee service in their stores. Barnes and Nobles’ market resources has been utilized, resulting in Starbucks coffee being marketed into bookstores. As well as that, more customers were gained by Barnes and Nobles, thanks to the outstanding Starbucks coffee offered in store. Although theoretically, forming strategic alliances can bring immense benefits to companies and reduce the risks in projects, it is not rare to see problems in practice. Differences in cultural and language, control related problems, even the differences in cognizance can lead to failures. In this article, we will focus on not only on the increasing importance of strategic alliance in international market, but also the motives, benefits, related costs and limitations. Our group work is done in three parts. Part (A) Introduction and Literature Review is done by Jiaxing and Lily. Jiaxing gives the definition of strategic alliance, while Lily is responsible for literature research and critical review. Followed by the literature review, a case study will be given in part (B) by Xinrui, to demonstrate how the literature is confirm or disconfirmed by practice. In part (C), a brief conclusion of this topic will be given by Mehedi and come up with the forecast of trend and new topics in this area, based on Part (A), Part (B) and the further information collected by Kazi. Literature Review There are abundant studies trying to address the definition of strategic alliance. Based on resource-dependence theory (Pfeffer. 978) and the resource-based view of the firm (Penrose, 1957), some scholars (Van De Van and Walker, 1984; Rothaermel, 2001) have identified strategic alliances as a quest for resources. Also, a majority of researchers view the alliances’ priority objectivity as sharing of knowledge (Inkpen and Crosssan, 1995; Khanna et al. ,1998; Kale et al. , 2000), which is the organization learning perspective. As a result, alliance member seek to learn faster than other parties, trying to achieve a positive balance in the trade of knowledge, which is so called ‘Competition for Learning’ (Hamel, 1991). The number of strategic alliance has been increasing rapidly since late 1980s (Vissi, 1997). The following is an integration of our findings in literature. Motives of Alliance Formation In the article of Varadarajan and Cunningham (1995), motives for firms entering a strategic alliance is analysed: Globalization and intensified international competition: With the development of telecommunication and traffic, there is a major trend of globalization in the last few decades. More and more corporations are trying to break into foreign markets to widen their market. Strategic alliance is an efficient and effective way in gaining complementary resources from a foreign party and reduces risks. Remove barriers to enter new markets: In certain international markets, especially the developing ones, firms often have difficulties due to some domestic factors, such as government regulation and local parties’ resistance. By forming an alliance with local firms, the expansion can be realized more smoothly and the risk is reduced. Broaden product lines/ narrowing product line gap: Firms can be especially interested in finding another partner, when they are in lack of technology or not able to bear the high RD costs. Existing technology of partner can be utilized in a short timeframe and also costs-saving. In this way, their product lines can be broaden and the gap between product line can be narrowed. Enhance the effectiveness and efficiency of utilizing resources: each partner in strategic alliance should have their own competitive advantages, such as technology, market resources, local experiences, logistic systems, etc. y forming the alliances, these advantages can be shared by parties and making all of them more competitive than before. Extension and acquire new resources: Resource acquisition is an essential motive in formulation of strategic alliance. Manufacturing firms often enter into alliance to acquire RD resources; whilst technology companies is seeking to gain the market resources as much as possible. There are two forms of strategic alliances: market related and technology related (Vyas et al. 1995). In a mature market, it is often the case in which the market related alliances are more profitable. However technology, related alliance tend to be more beneficial for high-tech firms compared to others (Rai et al. 1996). Researches of Vyas et al (1995) show that synergy between the partners is the key factors to achieve efficiency and effectiveness. In order to know the synergy, a comprehensive understanding of the value that partners can bring to the alliance has to be acquired before entry. Also, a balance of control and contribution to the alliance need to be agreed to ensure the success and avoid conflict as much as possible. Limitations of Strategic Alliances When the needs of each partner are fulfilled, each party can benefit from the formation of strategic alliances. However, alliances are not without its problems. Due to numerous reasons, such as differences in cognizance, aims and resources, changes can be triggered. In some cases, projects with imbalanced benefits or control between parties can end up damaging the relationship of trust. In some cases strategic alliances broke up as a result. Usually the factors driving to a failure can be imbalanced control, unequal gains, differences in cultural values and antitrust charges. According to Day (1995), the liquidation cost of a strategic alliance can be one of the most expensive costs to a corporation. Even if the partnership remains, there are many factors thwarting the normal operations of the combined entity. One of the most important factors is the extensive time managers have to spend on communication, trust-building, and coordination. As it takes time for parties in a partnership to consolidate their internal network, both in terms of communication and interests groups, there always comes with the strategic alliances very time-consuming consolidation process. A manager has to first know the personnel he is supervising as well as his own supervisors, who are possibly from a totally different business culture. It takes time for managers to know whom they can trust and who trust them. Only based on trust can further coordination be performed. Another factor that affects the long-term value of the firms participating in the partnership is the clash of egos and company cultures. Say if Google once form a strategic alliance with Goldman Sachs, the investment bankers cannot easily forgo their perfectionism to Google’s relaxing and creative culture fostered for their wired-in programmers. While there is a possibility for two different business culture to combine and generate an even more unique and efficient business culture, in most cases the history and the effort invested to build the current corporate culture may be wasted; traditions are inferior in strategic alliances. Part B: There are many successful market related and technology related alliances taking place in contemporary market. From the successful examples contributed by Apple, Helett Packard and Disney, and Eli Lilly, we can see the sharing of sources in alliances facilitate breakthroughs in technology and revenue maximization in marketing. While most strategic alliances play a propelling role in pushing the business of parties in the partnership further, there are some offsets implicitly caused by the alliance strategy. The notorious WorldComs, Global Crossings, and Enron scandals offer us convenient examples in showing the unconfirmed part of strategic alliances. This part will first discuss the cases provided by Apple, Helett Packard and Disney, and Eli Lilly that show the confirmed side of the theories enclosed in the literature in this essay. Following the confirmed side is the unconfirmed side contributed by the scandals originated from WorldComs, Global Corssings, and Enron. White the iPad redefined personal computers and created and captured the tablet market, it the strategic alliance behind the scene that makes the popularity of iPad possible. Apple’s technology alliance with Clearwell makes the development of iPad much more efficient when these two firms jointly developed the eDiscovery Platform. The eDiscovery Platform is the electronic discovery software solution that enables enterprises, governments and law firms to manage legal, regulatory and investigative matters using a single application. Such platform makes it easy for orgaizations to cost effectively and defensibly solve real-world chanlleges from legal hold and collections through analysis, review and production. Such technological largely helped Apple to capture the market in large legal entities. Hewlett Packard and Disney exemplified their alliance as a long-standing partnership. Starting back in 1938, the alliance enabled Disney to rely on HP’s RD capability, which helped Disney out from the eight oscillators for sound design sold to Disney over 70 years ago to the most recent digital film making techniques offered by HP engineers to Disney’s Imagineers. Undoubtedly, the technology support to Disney makes it a dominant mass media firm. Furthermore, the business generated fruitful RD products and cash inflow for HP to march farther. As a pharmaceutical tycoon, Eli Lilly features as a powerful research partner for nearly a century. Its enormous contribution to Diabetes medicine saved multimillions people. Similar to most pharmaceutical companies, the multi-phases RD process outsources the firm’s research capability, legal resources, and capital. Eli Lilly was able to save the costs by seeking international partners, such as the Belgium-based company Galapagos, Canada’s BioMS medical group, and the Japanese Kyowa Hakko Kogyo. Its alliance with Galapagos fasten the development of treatments for osteoporosis; its cooperation with the Japanese firm determines that Lilly will have the exclusive license to sell the targeted cancer treatment in Japan; and the partnership with BioMS in a licensing and development agreement for a novel treatment for multiple sclerosis saved overall costs. These real world examples confirmed that strategic alliances provide an efficient way to research and develop new products, to save legal cost, and to capture the international market at faster speed. While the classical strategic alliances examples confirmed with the literature, there are notable failures caused by the shortcoming of strategic alliances. As the most notorious business scandals in this century, Enron and its alliance with Arthur Andersen bring a vivid example of how alliance help them avoid legitimately report their financial standings and gain illegal benefit from forfeiting financial statements. When the scandal was exposed to the media, both firms bankrupted in an instant, making the largest bankruptcy in the US history. Other the Enron scandal was the WorldCom forfeit their income statement when trying to incorporate Verizon and evolve to the largest telecommunications provider. When the US government launched an anti-trust suit, WorldCom collapsed immediately. The shared resources play a beneficial role in lower the fixed cost for parties in the strategic alliances. However, joint effort and resources also mean joint benefit, which can propel the corporations as well as ruin it. When there is a conflict of interests, the advantages brought by strategic alliances are harmful.