As part of the media industry, films have become influential in shaping the opinion and learning process of the audience. As cited in a study conducted in India, researches from developed countries indicate that visual media such as films, influence a wide variety of behaviors and attitudes among young people . With this idea, the researchers believed that the film “Heneral Luna” poses cognitive, affective and behavioral effects to the audiences.
A. Theoretical Framework The study aimed to find out the impact of the film in terms of patriotism and nationalism to the perception, knowledge, and behavior of the selected university students of Cebu City. To have a broader understanding on the topic, three theories and concepts were used in the …show more content…
Social Judgement Theory
Social judgment theory was just an early experiment on social psychology regarding attitudes not until it was further given foundation by Muzafer Sherif and Carl Hovland in 1991. This theory seeks to explains how an audience evaluates the messages he receives. The new knowledge or information will be compared to the initial informal that a person has and therefore make a decision whether to accept or reject the new information received. Social judgment theory explains that there are internal elements in each person that affects how the audience perceives the messages of persuasion.
The first element is our anchor points or attitudes. This is where we compare the information that we process. Our anchor points influence our decision making process. The characteristics of attitudes that help in evaluating the information gathered include the following:
● Stronger attitudes have more influence on the decision to accept or reject information.
● Attitudes can be positive or negative and not all attitudes have equal weight, for example, political views are stronger attitudes than preference of shampoo brands.
● Attitudes are unique to each person and can varying greatly making them difficult to
A. Theoretical Framework The study aimed to find out the impact of the film in terms of patriotism and nationalism to the perception, knowledge, and behavior of the selected university students of Cebu City. To have a broader understanding on the topic, three theories and concepts were used in the …show more content…
Social Judgement Theory
Social judgment theory was just an early experiment on social psychology regarding attitudes not until it was further given foundation by Muzafer Sherif and Carl Hovland in 1991. This theory seeks to explains how an audience evaluates the messages he receives. The new knowledge or information will be compared to the initial informal that a person has and therefore make a decision whether to accept or reject the new information received. Social judgment theory explains that there are internal elements in each person that affects how the audience perceives the messages of persuasion.
The first element is our anchor points or attitudes. This is where we compare the information that we process. Our anchor points influence our decision making process. The characteristics of attitudes that help in evaluating the information gathered include the following:
● Stronger attitudes have more influence on the decision to accept or reject information.
● Attitudes can be positive or negative and not all attitudes have equal weight, for example, political views are stronger attitudes than preference of shampoo brands.
● Attitudes are unique to each person and can varying greatly making them difficult to