Status : Verified
| Personal Name | Cruz, Danie Rose Sedilla |
|---|---|
| Resource Title | Diskarte moms: motivations and gratifications of educational video utilization of Mothers with school-aged childrensa |
| Date Issued | 1 July 2025 |
| Abstract | This study investigates the utilization of educational videos among mothers with primary school-aged children in a low-income urban community in Quezon City, Philippines, using the Uses and Gratifications Theory (UGT) and Paolucci’s Decision-Making Theory as frameworks. Through in-depth semi-structured interviews with 20 purposively selected mothers, the research reveals that mothers are not passive media consumers but active, discerning agents who strategically engage with educational videos to support their children's learning and household management. Findings highlight a significant shift from traditional television to mobile digital platforms, particularly Facebook and YouTube, driven by accessibility and the greater agency these afford. Mothers' media choices reflect deeply held values and goals, prioritizing content that empowers, informs, and aligns with their standards. Central to the results is diskarte, a uniquely Filipino concept of practical resourcefulness and adaptive strategy, and how it figures in the mothers’ decision-making process. Based on the insights, the study recommends refining UGT to explicitly integrate diskarte as a core mediating lens, offering a culturally grounded integration to an existing Western-rooted framework. Future research should explore diverse demographic groups and include fathers and children to provide a more comprehensive understanding of family media dynamics. Additionally, content creators are encouraged to design educational videos that are highly practical, actionable, and relatable, featuring credible local figures and simplified instructions as the study affirms that low-income Filipino mothers are not merely navigating media—they are strategically harnessing it as a vital tool for parenting, self-development, and household responsibilities. |
| Degree Course | Master of Family Life and Child Development |
| Language | English |
| Keyword | Uses and gratifications theory; Decision-making theory; Educational video; Teaching—Aids and devices; Digital media; Maternal roles; Media literacy |
| Material Type | Thesis/Dissertation |
Preliminary Pages
630.23 Kb
Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access