Pemilihan, penggunaan dan pengaruh media massa di kalangan pelajar institusi pengajian tinggi awam : satu kajian kes di Universiti Malaysia Sarawak

Sie, Leong Harn (2005) Pemilihan, penggunaan dan pengaruh media massa di kalangan pelajar institusi pengajian tinggi awam : satu kajian kes di Universiti Malaysia Sarawak. [Final Year Project Report / IMRAD] (Unpublished)

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Abstract

The aim of this study was to verify the selection and media usage of Unimas students and also to find out the relation between mass media and academic achievement at University Malaysia Sarawak, Kota Samarahan. The specific objectives for this study were: (a) to determine types of field's information that Unimas student most interested in, (b) to survey types of mass media that most likely to be chosen by student, (c) to observe students satisfaction toward mass media quantity in Unimas, (d) to identify differentiation between gender influences toward selection criteria and purpose of mass media usage, (e) to study whether mass media usage can stimulate the development of student's cognitive and intellectual, (f) to observe whether frequent use of mass media can affect academic achievement, (g) to study whether usage of printed and electronic media, can influent academic achievement. In this study, 112 respondents from seven faculties were selected using quota sampling. The method deployed in this study was questionnaire. The data collected were then analyzed by using Statistical Package for Social Sciences (SPSS) Statistical software. The results were analyzed using descriptive statistics, t-test, cross�tabulation and Pearson correlation. The finding shows that the main purpose of media usage by most of the respondent is to look up for academic information dan Intenet was the most favourite media used for information search. Meanwhile, majority of the respondent also agree that quantity of mass media that provided by Unimas still can not satisfy they needs overall. T-test showed that there is no different between gender influent and selection criteria of mass media. However, there have a significant differentiation between gender and the purpose of media usage. Pearson correlation showed that there is a significant bearing between media usage and academic achievement but no significant relation between frequent use of mass media and academic achievement. Apart from this, there have a significant relation of mass media usage toward cognitive and intellectual development.

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