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Rosales-Viray, K., & Versoza, S. M. (1). Media’s Influence on Government and Society. KnE Social Sciences, 3(6), 1223–1234. https://doi.org/10.18502/kss.v3i6.2534

https://doi.org/10.18502/kss.v3i6.2534

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  • K Rosales-Viray
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  • S M Versoza
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Media’s Influence on Government and Society

KnE Social Sciences / 4th International Research Conference on Higher Education / Pages 1223–1234

Abstract

The article explores the engagement of indigenous group, Aeta Ambala, with different media and how this engagement affects their perception of their own ethnic identity. The researchers employed qualitative research as their approach and descriptive research method as their design. The article integrates two theories. These are communication theory of identity by Michael Hecht and the Uses and Gratification Theory of Katz, Blumler, and Gurevitch. Among others, the article exposes that the engagement of the Aeta-Ambala with the various forms of media certainly affected the way they perceived the outside world and their own ethnic group.



Keywords: Aeta Ambala, culture, ethnic, media engagement, Philippines

References
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