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Chapter 1 Chapter 1 Document Transcript

  • Lyceum of the Philippines University – Cavite Campus SOCIAL NETWORKING SITES AS INFORMATION DISSEMINATION TOOL OF GOVERNMENT AGENCIES AS PERCEIVED BY THE SECOND YEAR FOREIGN SERVICE STUDENTS OF THE LYCEUM OF THE PHILIPPINES UNIVERSITY CAVITE CAMPUS DURING THE SECOND SEMESTER OF ACEDEMIC YEAR 2011-2012 CHAPTER 1 INTRODUCTION1.1 Background of the Study Digital technology has revolutionized the way in which peoplecommunicate and share information – at local, national and international levels.Computers help individuals to create and consume information at unprecedentedscale and at unprecedented speed. The social dimension of computing reminds usthat computing is about people, not merely about information. According toMadison (2006) computing builds connections, networks, and pathways forinformation and activity channels that constrain the individual and enable thegroup. We should look for value in the social dimensions of computing; asmatters of law and policy, therefore, we should look for ways to enhance and tolimit–that social character. By definition, democratic governments should reflect public opinion andwork best when the citizens are well-informed (Turney, 2009). Governments were College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campusamong the first organizations to need, and to practice, public relations as a way ofmaintaining appropriate relationships with their citizens. There are various toolsthat can be used in the practice of public relations. Traditional tools include pressreleases and media kits which are sent out to generate positive press on behalf ofthe organization. Widely used tools include brochures, newsletters and annualreports. Increasingly, government are utilizing interactive social media outlets,such as blogs and social media as tools in their public relations campaigns. Unlikethe traditional tools which allowed for only one-way communication, socialmedia outlets allow the government to engage in two-way communication, andreceive immediate feedback from the public. The growth of web technologies has led to an explosion of socialnetworking media sites. These have attracted millions of users worldwide, andoffer a wide variety of methods that users can connect to others and sharecommon interests. According to Kes-Erkul and Erkul (2009) social media havethe capacity to change the relationship between the Internet and its users, and canchange power structures and increase the opportunity for users to engage ingreater community participation. Cole (2009) indicates that social media can bepowerful tools governments can deploy to help rejuvenate civic engagement. Blogs, wikis, RSS feeds and social networking sites like Twitter,Facebook and LinkedIn have provided creative ways to recruit, engage, connectand retain employees. They have also provided an opportunity to facilitate College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campusstrategic knowledge sharing across organizations and government agencies. Thisdevelopment has led to a greater interest in how governments can use tools andsites to reach a variety of users with diverse goals. Freeman and Loo (2009) claimthat these technologies can be leveraged to transform the way governmentsprovide online information and services, as well as interact with constituents andstakeholders. Romsdahl (2005) argues that more participation of governmentpolicy-making via the Internet could help revitalise dialogue between citizens andgovernments and promote greater participation by disenfranchised citizens andgroups as they use these technologies to educate others about political issues intheir communities. Furthermore, social networking is more recently being used by the publicespecially the youth nowadays. As the social networking sites popularityincreased, its services were quickly expanded to students at other universities andeventually to everybody (Lane, 2010). Social networks allow students to socializein multiple ways. But as Lane (2010) sees it, when this technologically enhanced,social life is extended into the academic life of students, grades can be severelyaffected. However, social networking tools and certain web pages serve as aquick and easy way for students to communicate while the government is able toget the opinion of the public and to keep the public updated on their activity.Several government agencies are taking advantage of these web pages forrecruiting and talent management, as well as improving job performance. Some College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campusagencies have created a Facebook network for employees to achieve better talentmanagement — as a way to share knowledge, build collaboration and improveemployee engagement. People must be aware that there is more important use ofsocial networking other than socializing. For the students, aside from socializing,they should spend time thinking of how effective are social networks not only forgovernment work but also for reaching the public. They should be aware of suchweb pages or social networking sites that government agencies use for publicrelations. Because of the above mentioned scenario, the researchers developed theinterest to determine the impact of social networking sites as informationdissemination tool of government agencies as perceived by certain group ofstudents which play a significant role in the efficient achievement of accessiblecommunication and access to public. Additionally, it may help increase the speedof public feedback and input not only from professionals but also from the youths.Through this study, the players in the government system would become moreaware and conscious of the present psychological makeup of its people especiallythe students as affected by social media. They could devise measures to improveits programs and campaigns, more particularly in the aspect of informing andcommunicating to the public and accepting feedback from them. College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campus1.2 Research Problem and ObjectivesStatement of the Problem This study generally aimed to determine the impact of social networkingsites as information dissemination tool of government agencies.General Objectives This study generally aimed to determine the impact of social networkingsites as information dissemination tool of government agencies as perceived bysecond year Foreign Service students of the Lyceum of the Philippines UniversityCavite Campus during the second semester of academic year 2011-2012.Specific Objectives This study was specifically conducted to:1. study the role of Social Networking sites in the current communication and information dissemination.2. determine the impact of social networking sites as an information dissemination tool of government agencies.3. study the possible benefits of these social networking sites as information dissemination tool of government agencies to students taking up Foreign Service. College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campus1.3 Significance of the Study This study was conducted to determine the impact of social networkingsites as information dissemination tool of government agencies as perceived bysecond year Foreign Service students of the Lyceum of the Philippines UniversityCavite Campus during the second semester of academic year 2011-2012. At the end of the study, the following are the individuals and institutionsthat will benefit from the study: Students – will be able to assess the effects of these social networking sites and web pages of government agencies to them. It will also increase their awareness to the practices the government are using for public relations for them to be able to participate. Instructor – will be able to improve, widen their approach and think of possible ways to increase their students’ awareness of this matter Government agencies – will also have a good basis for reforming and modifying programs or campaigns to increase government’s access to audience. It will also improve the accessibility of communication and enable them to be more active in its relationships with its citizens. Future researchers – may use this study as a reference or guide in their study. It can be used as one of their related studies and can be used to get more information. College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite CampusScope and Limitations of the Study The study was conducted at the Lyceum of the Philippines UniversityCavite Campus on March 2012.The study covered all second year Foreign Servicestudents of the Lyceum of the Philippines University Cavite Campus during thesecond semester of academic Year 2011-2012. The role of Social NetworkingSites in the current communication and information dissemination wasdetermined and the impact of Social Networking Sites as informationdissemination tool of government agencies was also established. The possiblebenefits of the social networking sites as information dissemination tool ofgovernment agencies to students taking up Foreign Service students was alsodetermined.1.5 Study Framework1.5.1 Theoretical Framework This study will be based on the Network Theory or Network Analysis,also known as Social Network Theory which can be applied to a wide range ofhuman organizations, from small groups of people to entire nations (Ethier, 2006)and the Relationship Awareness Theory which gives organizations andindividuals the awareness and skills they need to build more effective personaland professional relationships (Porter, 2010). College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campus According to Ethier (2006), the former theory states that these networksare created to help their membership reach established and perceived potentialgoals, through members helping members to make contacts, within society. Itfocuses on the relationships between people, instead of on characteristics ofpeople. These relationships may comprise the feelings people have for each other,the exchange of information, or more tangible exchanges such as goods andmoney. By mapping these relationships, network analysis helps to uncover theemergent and informal communication patterns present in an organization, whichmay then be compared to the formal communication structures. The term networkrefers to a set of objects, or nodes, and mapping or description of the relationshipbetween the objects. In the case of social networks, the objects refer to people orgroups of people. Moreover, Barnes (1954) indicates that Social Network Theory viewssocial relationships in terms of nodes and ties. Nodes are the individual actorswithin the networks, and ties are the relationships between the actors. Inconnection to the study, the government agencies and the students are the possiblenodes while the awareness of students to the impact of social networking sites andweb pages of government agencies refers to the tie between them. As supportedby Porter (2010), the theory develops concern for task accomplishment andconcern for organization of people, time, money and any other resources toachieve desired results. The latter theory strengthens the former theory because College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite CampusRelationship Awareness Theory is a dynamic and powerful way of looking athuman relationships that aids in building communication, trust, empathy, andeffective, productive relationships. Based on the theory, the main concept of the study is to aim to determinethe impact of social networking sites as information dissemination tool ofgovernment agencies as perceived by second year Foreign Service students of theLyceum of the Philippines University Cavite Campus during the second semesterof academic year 2011-2012. College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campus Individual actors within the network (nodes) Actor within a network (node) Awareness and skills that will build more effective personal and professional relationship Figure 1.2 Theoretical Framework of the study College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campus1.5.2 Conceptual Framework As Social Network Theory views social relationship, nodes and ties werereplaced as variables in the study. The government agencies and the students arethe possible nodes while the social networking sites as information disseminationof government agencies refers to the tie between them. The latter theorystrengthens the former theory because Relationship Awareness Theory wasintended to provide an effective means for understanding ones self and forunderstanding others so that interpersonal relationships could be mutuallyproductive and gratifying. As a result, it may be a good way to determine theimpact of social networking sites as information dissemination tool of governmentagencies as perceived by second year Foreign Service students of the Lyceum ofthe Philippines University Cavite Campus during the second semester ofacademic year 2011-2012. College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campus Social Networking Sites of government agencies Second Year Foreign Service students of Lyceum of the Philippines University Cavite Campus Awareness of the second year Foreign Service students to the impact ofsocial networking sites as information dissemination tool of government agencies Figure 1.2. Conceptual framework of the study College of Arts and Sciences Bachelor of Science in Foreign Service
  • Lyceum of the Philippines University – Cavite Campus1.5.3 Operational Definition of TermsSocial Networking Site – is a website that provides a virtual community forpeople to share their interest in a particular topic, or to increase their circle ofacquaintances.Information Dissemination – is the circulation or wide dispersal of information.Information Dissemination tool – the medium or tool used to distributeinformation.Government Agencies – are administrative units of government that are taskedwith specific responsibilities.Social Media – term uses to describe a variety of web-based platforms,applications and technology that enable people to socially interact with oneanother online.Impact – is the effect or impression of one thing on another.Role – the function assumed or part played by a person or a thing in a particularsituation.Benefits – the advantage or profit gained from something or someone.Communication – is the process by which information is exchanged betweenindividuals through a common system. College of Arts and Sciences Bachelor of Science in Foreign Service