CHAPTER V

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

This chapter includes the summary, major findings of the research, conclusions and recommendations of the study.

Restatement of the Problem and Methodology

This study aimed to find out whether the media is effective in promoting Disaster Risk Management as perceived by the residents of Poblacion Mother and Rosary Heights 3, Cotabato City. Specifically, it sought to answer the following questions: 1. What is the profile of the respondents in terms of: a) gender b) age c) civil status d) tribal affiliation and e) educational background? 2. Which medium is most effective in giving information in terms of: a) preparing the residents for upcoming disasters b) during disasters and c) after disasters or rehabilitation period? 3. How effective is the media in Disaster Risk Management?

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4. What are the preferences of the respondents on how the media should disseminate information? The Descriptive Survey design was used to be able to determine the level of effectiveness of the media in campaigning Disaster Risk Management. The data in the study were drawn out of 349 respondents from the top two barangays affected by the June 2011 flood in Cotabato City. Cluster Random Sampling technique was used to equally distribute the number of respondents between the two barangays. The respondents were randomly chosen through the official list of the OSWDS on the people affected by the flood. The instruments used to obtain data for the study was the survey questionnaire which contained the profile of the respondents, items on the preference of information sources before, during and after a disaster and facts regarding the level of effectiveness of media in the DRM campaign and the Group Discussion and Interview with the respondents. Each item on the questionnaire is guided by certain parameters where the study can measure the level of effectiveness of media in the Disaster Risk Management campaign. The interview done by the researcher was about how the respondents would want the media to give information that they can use before, during and after a disaster. Barangay officials were also asked on how media had helped them during disasters.

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Major Findings of the Study

Based on the gathered data and information, the major findings of the study are as follows: 1. Majority of the respondents are female and belong to the Maguindanaon tribe. Mostly are Elementary Graduate or had attended school up to the Elementary Level.
2. The respondents generally perceive Radio and Television as the

most important information sources before, during and after a disaster. Television however, is the most preferred medium of information dissemination by the respondents. This is the general perception of majority of the respondents from the different barangays.
3. Media is perceived by the respondents as Less Effective in the

Disaster Risk Management campaign. The respondents coming form Purok Bagong Silang and Purok Urban Poor of Rosary Heights 3 imply that this is primarily because news on flooding and other disasters are generalized that often their area is not given attention. Another reason is that the campaign strategies of the media do not catch their attention. Both the News and Campaign Strategies of the media gained the rating Less Effective.

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4. The respondents specifically of Purok Palimba in Rosary Heights 3

prefer information from the media be given before a disaster or immediately after a disaster strikes. Timeliness is strongly emphasized by the respondents as a factor contributory in helping them prepare for disasters. Another element that the respondents point out was the proximity of news items. They expressed that it would be better for them if their area of residency will be noticed in the news items. Finally, as conduit of information, the respondents expect the media to help them in coping after the disaster by giving information where to find clean food and informing the other people of their situation and encourage charitable acts.

Conclusions

Based on the major findings of the study, the following conclusions are made: Radio and Television are considered the most available and convenient media by the respondents that is why they prefer them compared to the newspaper and internet. The news and campaign strategies of the media are valuable means of disseminating information

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about disasters, however they are Less Effective based on their past experiences. The news items given by the media lack the elements of Timeliness and Proximity. Further, the campaign strategies by the media were not able to attract the attention of the respondents. Also, other factors affected the flow of information from the media. The availability of media device affected the information dissemination of the media.

Recommendation

Based on the findings and conclusion of the study, the following recommendations are made: The respondents should not be contented with what they can hear and see in the Radio and Television. They should improve their knowledge on Disaster Risk Management through other means such as forming a forum on the topic and creating a plan in which they could use in times of need. The media must be able to cater to the needs of the people in the manner they want to be served. Campaign Strategies play a vital role in the DRM campaign. Being more artistic and creative in creating materials for the campaign will help it become more effective. Producing materials that are customized or are intended for a

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specific area might be catchy and effective as it grabs the attention of the people in that area. The Local Government officials must conduct group discussions and provide an event wherein the residents can share their insights and opinions about disasters so that all will be aware and participate in the campaign. The Local Government officials could coordinate with the media by giving feedback on their news and campaign strategies and giving suggestions on how they can improve. The media as the voice of the people must know what the audience wants and help the officials reinforce disaster preparedness. Improvements and enhancements can still be done in order to make news items and campaign materials saleable to its target audience. For families that do not have any media entity present in their homes, face to face interaction is still the simplest but effective way to give information.

Recommendations for Further Study

1. Media`s framing of messages for Disaster Risk Management. 2. An evaluation of the news and campaign materials used by the media during the past 5 years.

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3. Analysis on the Content of News Items of Broadcast Media during a Calamity.

4. Partnership of the Local Media and the Cotabato Disaster Risk

Reduction Management Council or CDRRMC.

5. The Role of Social Media and Other Forms of Media in Disaster

Risk Management.
6. A Comparative Study between the Effectivity of Mass Media and

Outdoor Campaigns in the Disaster Risk Management.