Social Networking and

Its Impact on Filipino

Youth

Presented to:
Philippine Council of Deans and Educators in Business

Presented by:
Dr. Leonardo Garcia Jr., CPM
PCDEB – ECOD Regional President- NCR Chapter
Dean, Lyceum of the Philippines University
Professorial Lecturer, De La Salle University
Past President, Philippine Marketing Association
Empirical Research Paper Presentation Sequence

Chapter Title

Background of the Study

Statement of the Problem

Research Objectives
Hypotheses
Scope and Delimitation of the Study

Theoretical and Conceptual Framework

Methodology

Analysis of Findings/ Survey Results

Summary and Conclusions

Background of the Study

What is the youth’s take on

SOCIAL NETWORKING SITES ?

HOSPITABLE ? FRIENDLY ?

Facebook or In person?! Or
Twitter?! just online?!
HIGHLY
SOCIABLE ?
 Universal McCann entitled "Power
To The People - Wave3"
Declared the Philippines as…
"The Social Networking Capital of the World"

with 83% = members of a social network.

Apparently, the growing number of

users of these social networking are
STUDENTS!
Social Networking in the Philippines...brought
about by Filipino Culture

Filipino Culture = FRIENDS helping friends

Friends and contacts are valuable in connecting
and achieving a higher level of network and
friendship.
 EARLIER DAYS ....TV is the source of entertainment of
the YOUTH!

Today, with the advent of internet as a

cybernetic space….

All the traditional forms of

entertainment media (television,
radio, print) are fused with just
the click of the mouse!
Research Objectives:
 To define the meaning and value of
social
networking sites among Filipino youth.

 To learn the educational impact of social

networking sites among the Filipino youth.

 To understand the risks of social

networking sites among the Filipino
youth.

 To enumerate and describe the

Philippine’s Top 10 Social Networking
Sites.

 To identify new developments and

future trends set by social networking
sites.
Hypotheses:

•Optimistic assumption – social

networking sites are purely beneficial
and educational for the Filipino youth.

•Pessimistic assumption- social

networking sites pose major threats and
risks in terms of privacy, security, and
safety of today’s Filipino youth.

•Realistic assumption – social

networking sites, when used properly
with limited disclosure, can be beneficial
to the educational enrichment and
interpersonal skills of today’s Filipino
youth.
Scope and Delimitation of the Study:

Focuses on the meaning, value, impact,

importance, and risks of social networking
sites among today’s Filipino youth.

Tackles new developments and future

trends set by these social networking
sites.

 Limited to 100 respondents with

random ages from 13 to 20 years old, an
exploratory study.
Theoretical and Conceptual Frameworks

Uses the Social Network

theoretical framework

Backbone to determine:

What variables to measure.

What statistical relationships to

look for
Why networks are being formed
via the internet.
 What Is A Network?

Made up of individuals or organizations called

“nodes”, which are tied (connected) by one or more
specific types of interdependency such as friendship,
kinship, etc.
 Linked through Facebook
(Relationship Ties)

Person A Person B

Node 1 Node 2

The simplest network contains two objects, 1 and 2, and one

relationship that links them.
 Linked through Facebook
(Relationship Ties)

Person A Person B Person C

Node 1 Node 2 Node 3

Person A is connected to Person C because of Person B.

 Person A
Person H Person B

Person G Person I Person C

Person F Person D

Person E

If A also likes E, the network is said to be “transitive” or

balanced, and in this case all 9 persons or nodes are
directly linked through Facebook.
 Important to understand the underlying
psychology of human group behaviour.

Armed with this

knowledge, we can
better understand the
qualitative results of this
empirical study on the
impact of Social
Networking Sites (SNS)
among the Filipino
Youth.
 SOCIAL COMPARISON THEORY

Doc Nards, perhaps, TJ cant insert

screen shots of FB sample or any
video/graphic related to this theory.

Case Example:
In Facebook, a user can download online personal
quizzes that allows him/her to compare results with
other users.
 SOCIAL LEARNINGTHEORY

Case Example:
In Facebook, a user is being notified on the latest
updates and status of each of his/her network of
friends. Through these observations, new learning
and discoveries are being acquired.
 SOCIAL OBSERVANCETHEORY

Case Example:
In Facebook, online games are becoming more
competitive because most applications send updates
on the status and level of performance of the users.
Through these observations, friendly competitions may
arise.
 PEER PRESSURE THEORY

Case Example:
In Facebook, a user can write a note or blog, and has
the option whether to comment on and/or like a certain
post. This mechanism encourages peer pressure
online.
 SOCIAL ACCEPTANCE THEORY

Case Example:
In Facebook, a user can be a victim of false judgment
and harsh statements made by mischievous and
insecure friends and contacts. There should be control
for ‘below-the-belt’ comments to maintain the ethical
standards and values of all Facebook users.
Methodology

This study combines a large-scale

quantitative and qualitative research design.

Other Methodologies:

 Survey on 100 random youth-

50 high school students, 50
college students.
Random Interviews
 Library research
 Internet/Web research
Analysis of Findings/ Survey Results

Research Objective #1: To define the meaning and value of

social networking sites among the Filipino youth.

What’s In It for ME? %

Communicating with existing friends 40%

Making new friends 32%

Finding old friends 20%
Looking for people with shared 4%
interest
Finding relief from academic stress 2%
through game applications
Finding a crush and a soul mate 2%
Research Objective #2: To learn the educational impact of social
networking sites among the Filipino youth.

The effect of social networking on the

student’s study habits results in different ranges.
Research Objective #3: To understand the risks of social
networking sites among the Filipino youth.

The Downsides of SNS %

Tend to be more reliant on gadgets 48%
and search engines when doing
homework.
Loss of bonding time on real face to 27%
face interaction with family and
friends.
Loss of privacy and security. 20%
Suffered from emotional 5%
disturbance.
Research Objective #4: To enumerate and describe the
Philippine’s Top 10 Social Networking Sites .

Ranking Social Networking Sites

#1 Facebook
#2 Twitter
Conducted a random
survey of 100 high
#3 You Tube
school and college
#4 Friendster students to validate from
#5 Multiply Wiki Pilipinas and
#6 Plurk GlobERA the Philippines’
#7 Imeem Top 10 Social Networking
sites of 2009.
#8 Flickr
#9 Tumblr
#10 Deviant Art
 MARK ZUCKERBERG

Received the award “2009’s Media Person

of the year” as Facebook is declared the
number 1 social networking site.
Research Objective #5: To identify new developments and future
trends set by social networking sites.

 Expand interactive users– tapping the

local advertising and mobile services thru
SNS.
 Adopt an advertising model – use of SNS
to promote political campaigns, advocacies,
personal selling, and online trading.
To use SNS as a tool for crime
investigations.
Summary and Conclusions

On SNS meaning and value…

Meaning and value of SNS to youth are

seen evidently.

Element of addictiveness in SNS among the

youth.

SNS provides a platform for the youth to

meet new friends, find old friends, and
communicate with existing friends to express
their views that give them the freedom of
choice and expression.
On SNS educational impact…..
Impact of the Internet on education caught both
educators’ and practitioners’ attention.

 The fusion of study and Internet sites opened

the doors for positive and negative results.

The effect of social networking on the student’s

study habits results in different ranges.

Many studies show different findings about the

students who use social networking.
On SNS risks and downsides…..

“Changing children's brains" making

them more self-centred and reducing their
attention spans.

Internet use could improve brain function

and speed up decision-making but at the
expense of empathy and the ability to
think in abstract terms.
 “There’s Less To
Facebook and Other
Social Networks Than
Meets The Eye”
-Paul Saffo
quoted in “The Economist -Social Graph-iti:”