TABLE OF CONTENTS

Declaration ........... .

Dedication ............... . 11

Acknowledgment ............................................................................ 111

CHAPTER ONE

INTRODUCTION

Introduction ....................................................... . . 1

Background of the Study........................................................... 2

Statement of the Problem.......................................................... 3

Significance of the Study............................................................ 4

Research Objectives................................................................. 5

Research Questions.................................................................. 5

Scope of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

CHAPTER TWO

LITERATURE REVIEW

Literature Review. . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . .. . . . . . . .. . . . . .. . .. . . . . . 7

Introduction........................................................................... 7

Behavior Change .................................................................... ~.. 8

Altitude Change....................................................................... 8

Major Theories Depicting Media to Behavioral Change and Influence....... 8

Arousal Theory.. . .. . .. . .. .. .. .. . .. . .. . . .. .. . .. . .. . . .. . .. .. . .. . .. . .. . .. . .. . .. . .. . .. .. .. 8

Social Learning Theory. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Inhibitions Theory .......................... .

Aggression Reduction Theory .............. .

Other Literature ............................. .

Power of Media ............................... .

Media as a Target criticism ..................................... .

School Incidents....................................................................... 11

Present day .............................. _, .................................. .._........... 11

CHAPTER THREE

METHODOLOGY

Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Introduction. . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Research Design......................................................................... 13

Area of Study... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Research Instrumentals................................................................. 13

Sampling Procedure..................................................................... 14

Questionnaire............ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... . . . . . . . . . 14

Observation... . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Focus Group Discussion.................................................................. 14

Data analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

CHAPTER FOUR

RESEARCH FINDING AND ANALYSIS

Research finding and analysis .......... .16

Introduction .......... .16

Focus group discussions.................................................................... 17

Interviews. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Observations................................................................................. 18

Questionnaires... . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Appendix. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

CHAPTER FIVE

CONCLUSION, SUMMARIES AND RECOMMENDATIONS

Conclusion, summaries and recommendations ............................................. .26

Introduction ..................................................................................... 26

Summaries ....................................................................................... 26

Discussion of findings .......................................................................... .27

Conclusion ....................................................................................... 28

Recommendations .............................................................................. 29