Media compete for our attention and time; regardless of age, critical credence in the evolving digital space is a must, specifically on how one’s time is spent actively or taken passive-unconsciously. This quantitative study looked at the mediated time expenditure of Filipino digital immigrants (FDI), such as Baby boomers and Generation X, to various media technologies, which are traditional, convergent, and new media. Through the lens of Uses and Gratifications Theory, the study analyzed how FDIs communicated with their mediated time through looking at their media choice, perceived obtained gratification, and media use in terms of frequency, duration, consistency, and intensity. FDI respondents in the National Capital Region are inclined to migrate towards the use of digital media technologies such as the internet and social media. Both internet and social media sites are used for a minimum of 3 to 5 hours and above on a daily basis, which is more than twice the average global media consumption of 2 hours. FDIs as social beings use their preferred media form for information seeking, communicatory utility, and information sharing purposes. The intensity in active media usage is also high even though there are instances that FDIs utilize media passively due to work, home chores, and as a passive accompaniment. Through Pearson correlation test, educational background, instead of age, correlates significantly with media usage duration and intensity. Age does not determine digital learning of an individual. Context is a crucial factor in one's digital learning through the aspects of familiarity and immediacy.

Authors:
Reyjane Calicdan-Del Campo, University of the Philippines, Philippines

About the Presenter(s)
Reyjane Calicdan-Del Campo is currently a faculty at the Communication Department of Far Eastern University Manila and a PhD in Communication graduate student at University of the Philippines Diliman.

See this presentation on the full schedule – Friday Schedule

Bookmark