Introduction

With the rapid advancement of technology in the new generation, people can do nothing
but keep up to these changes. It is a wonder if print media will still play a big role in the field of
communication.
Online Journalism emerged because of the need of people for fast and easy news. This
phenomenon, otherwise termed as Borderless Press, is starting to become a mainstream career
of most journalists nowadays to compete with the world (Agadulin, et. al, 2009). Thus begs the
matter of pertinence of printed materials in the paperless age.
According to Alcantara, et. al (2009), paper is still an essential equipment as the users or
sonsumers need direct contact with the medium to easily memorize and understand the concepts
involved.
At the present time, consumers prefer the more convenient way of acquiring news and
updates which made the print media resort to making an online or electronic counterpart
therefore deteriorating the traditional way of publication.
This research aims to get the deeper perspective of communication student regarding the
relevance of print media in the technological age with the Qualitative method. Its target is to
analyze the importance of print media in the new age so that it will contribute a help to the
common students, professors, the University and the society in general for future references.
Background of the Study
Printed media like newspapers and books are a fundamental source of information. They
continue to feed and reinforce ideas and messages, somehow creatively. All these make up the

gist of everyday life in keeping the readers well-informed and attuned to the occurrences of our
times be it real or fictional.
As Piechota explained in her study, history of print media and written communication
follows the progress of civilization which, in turn, moves in response to changing cultural
technologies. The transfer of complex information, ideas and concepts from one individual to
another, or to a group, underwent extreme evolution since prehistoric times.
It has been 30,000 years later since the first recorded evidence of written communication
and it is still dramatically changing. Nowadays, perhaps faster than ever before due to amazing
advances in technology in recent years. Technical breakthroughs alter the way we perceive the
universe and manner in which we communicate with one another.
And as time goes by, where most of the people turn to more efficient way of gaining
knowledge like news portals, online library, e-books, etc., it is not inarguable that print media
which our ancestors worked so hard to establish is slowly losing its essence upon entering the
new age.
Even before the recession hit, the print media industry was facing a mortal threat from the
rise of the Internet, falling circulation and advertising revenue, and a long-term decline in
readership, as the habit of buying a daily paper dwindled from one generation to the next.
Likewise, youth of this generation are socializing, resorting to the extensive usage of
online books, references, making an online library. As Mod published in his blog, the act of
printing something in and of itself has been placed on too high a pedestal. The true value of an
object lies in what it says, not its mere existence. And in the case of a book, that value is
intrinsically connected with content. Meaning, the world seemed to have grown technical and

practical and the very essence of printed books are now fading. The people are taking print media
for granted. Even a simple word search is done by surfing the internet; thus, declining the
importance of hardbound dictionaries.
Also, almost all newspaper companies started to make their online counterpart because of
the demand of this generation. Therefore results an industry whose economic fortunes looked
good on short term, while long term prospects were still cloudy, as Castro et. al., said in their
research.
This idea had brought the researchers into conducting this research. Knowing the
perception of communication students, for which they will be in the media world, soon, will be a
great factor for further analysis.
Learning the level of relevance of print media in the new age opens our eyes into this
brewing problem of print media scarcity. Therefore, solving the dilemma to balance our
structure.
As for the researchers, it will be a good practice to be in terms of media knowledge.
Statement of the Problem
The research targets to conduct an in-depth analysis on the degree of importance of print
media in the new age, as apprehended by PUP Communication students.
1. What is the level of awareness, knowledge, and practice of the respondents on print
media?
2. How profound is the impact of print media to the respondents?

3. What are the advantages and disadvantages of print media?

Hypothesis
1. Most communication students in the PUP prefer the easier way of accessing
informationthrough online media.
2. Print media has no significant impact to most communication students.
3. There is a huge possibility that print media will depreciate in the long run.
Theoretical Framework
Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of the
oldest social science theories. It originated in communication to explain how, over time, an idea
or product gains momentum and diffuses (or spreads) through a specific population or social
system. The end result of this diffusion is that people, as part of a social system, adopt a new
idea, behavior, or product. Adoption means that a person does something differently than what
they had previously (i.e., purchase or use a new product, acquire and perform a new behavior,
etc.). The key to adoption is that the person must perceive the idea, behavior, or product as new
or innovative. It is through this that diffusion is possible.
The stages by which a person adopts an innovation, and whereby diffusion is
accomplished, include awareness of the need for an innovation, decision to adopt (or reject) the
innovation, initial use of the innovation to test it, and continued use of the innovation. There are
five main factors that influence adoption of an innovation, and each of these factors is at play to
a different extent in the five adopter categories. (Boston University School of Public Health,
2013)

Relative Advantage - The degree to which an innovation is seen as better than the idea, program,
or product it replaces.
Compatibility - How consistent the innovation is with the values, experiences, and needs of the
potential adopters.
Complexity - How difficult the innovation is to understand and/or use.
Triability - The extent to which the innovation can be tested or experimented with before a
commitment to adopt is made.
Observability - The extent to which the innovation provides tangible results.
Conceptual Framework
The researchers used the adapted Diffusion of Innovation theory by E.M. Rogers to
determine the momentum of usage of technological or traditional media in different age groups.

Figure 1: Adapted Diffusion of Innovation Theory

Freshmen - These are people who want to be the first to try the innovation. They are
venturesome and interested in new ideas. These people are very willing to take risks, and are

often the first to develop new ideas. Very little, if anything, needs to be done to appeal to this
population.
Sophomores - These are people who represent opinion leaders. They enjoy leadership
roles, and embrace change opportunities. They are already aware of the need to change and so
are very comfortable adopting new ideas. Strategies to appeal to this population include how-to
manuals and information sheets on implementation. They do not need information to convince
them to change.
Juniors - These people are rarely leaders, but they do adopt new ideas before the average
person. That said, they typically need to see evidence that the innovation works before they are
willing to adopt it. Strategies to appeal to this population include success stories and evidence of
the innovation's effectiveness.
Seniors - These people are skeptical of change, and will only adopt an innovation after it
has been tried by the majority. Strategies to appeal to this population include information on how
many other people have tried the innovation and have adopted it successfully.
Older Society - These people are bound by tradition and very conservative. They are very
skeptical of change and are the hardest group to bring on board. Strategies to appeal to this
population include statistics, fear appeals, and pressure from people in the other adopter groups.
The DOI explains how, over time, an idea or behavior spreads through a certain
population. The result is that the people who are part of the social system adapt the idea or
behavior. The theory is applied to the study for the researchers to know the preferred media
platform of different age groups.

Significance of the Study

To the researchers. As future media practitioners, it is relevant for the researchers to have
a foresight about which media platform will have a wider audience reach and patronization.
To the students and professors. To the Communication students and professors,
especially, the research will be a help in creating better awareness about the newspaper
innovations and the possible changes that the technological era will bring. The research will help
them dig into deeper perspectives as to the alterations slowly making their way into their
respective fields.
To the Polytechnic University of the Philippines. As a state university with thousands of
students, using a platform that can reach more student body, whether it be through print or digital
media, is imperative and this research will provide the pertinent information for that.
To the society. The research will benefit the population as it will help them be aware of
the changes in the print industry. It will also help them be familiar with the new-age innovations.
Scope and Limitations
The research was conducted to determine the level of relevance of Print Media in the
Technological age as perceived by Communication students. The print media is responsible in
publicizing news in the form of newspaper or magazines.
This research, on the other hand, will ascertain the awareness, understanding and practice
of communication students particularly now that the print media industry is at pace with the
technological era.

The research is limited to the Polytechnic University of the Philippines-College of

Communication students, with age range of 16-20 years old, who are known as future media
practitioners as respondents through survey.