Influence of Social Media on the Interpersonal Communication Skills of

Senior High School Students at Cotabato City Institute

Rollyvin C. Burlaos

Cotabato City Institute

 Chapter 1

Problem and its Background

This chapter includes the background of the study, statement of the problem,
hypothesis, significance of the study, scope and limitations, conceptual framework of
the study, and definition of terms.

Introduction

Social media utilize internet technologies to create interactive platforms via which
people share, discuss, and modify personal-generated content (Kietzmann, Jan H.;
Kristopher Hermkens 2011).

The development of what was known to mankind today as Internet is one of the
most successful attempts to improve the communication framework. The history of
Internet could be traced back to 1960’s. Before the Internet was created, the U.S.
military had developed and deployed communications networks, including a network
known as ARPANET (Advanced Research Projects Agency Network). Uses of the
networks were restricted to military personnel and the researchers who developed the
technology. Many people regard the ARPANET as the precursor of the Internet
(Microsoft Encarta 2008).

From the 1970s until the late 1980s the Internet was a U.S. government-funded
communication and research tool restricted almost exclusively to academic and military
uses. By 1995, the Internet was privatized and commercial use was permitted. This
move coincided with the growth in popularity of the World Wide Web (WWW), which
was developed by British physicist and computer scientist Timothy Berners-Lee. The
Web replaced file transfer as the application used for most Internet traffic. The Internet
is the highway system over which Web traffic and traffic from other applications move.
The Web consists of programs running on many computers that allow a user to find and
display multimedia documents Many analysts attribute the explosion in use and
popularity of the Internet to the visual nature of Web documents. By the end of 2000,
Web traffic dominated the Internet—more than 80 percent of all traffic on the Internet
came from the Web (Microsoft Encarta 2008).

Locke, C, Searls,D., and Weinberge, D. (2000) described Internet as primarily a

place in which all participants are audience to each other and entertainment is not
packaged. Rather, it is natural. Unlike the lockstep conformity imposed by television,
advertising, and corporate propaganda, Internet has given new authority and free rein to
play. Many of those drawn into this world find themselves exploring a freedom never
before imagined: to indulge their curiosity, to debate, to disagree, to laugh at
themselves, to compare visions, to learn, to create new art, new knowledge.

In the definition of Boyd & Ellison (2007).Social network sites are web-based
services that allow individuals to (1) construct a public or semi-public profile within a
bounded system, (2) articulate a list of other users with whom they share a connection,
and (3) view and traverse their list of connections and those made by others within the
system.

Truly, only some years after the advent of the Internet, online social networks
have met public and commercial success. SixDegrees.com experience in 1997 to 2000
was considered one of the first manifestations of SNS that people use today.
SixDegrees.com allowed users to create profiles, list their Friends and, beginning in
1998, surf the Friends lists. Each of these features existed in some form before
SixDegrees, of course. Profiles existed on most major dating sites and many community
sites. AIM and ICQ buddy lists supported lists of Friends which those Friends were not
visible to others. Classmates.com allowed people to affiliate with their high school or
college and surf the network for others who were also affiliated, but users could not
create profiles or list Friends until years later. SixDegrees was the first to merge these
features. After its short-term success, hundreds of networks have branched online due
to its considerable audience (Boyd & Ellison, 2007).

Since the advent of social networking sites (SNS) here in the Philippines, SNS
usage has been widely accepted by a number of Filipino populations. It has been a part
of the Filipinos’ daily routine. The acceptance of SNS in the Philippines could be
attributed to the friendliness of the Filipino and the modernization of technological tools
widely available for usage here. Based on a study released by Universal McCann
entitled “Power to the People - Wave3″ on 2008, social networking sites (SNS) such as
Friendster, Facebook, and Multiply are increasingly popular in the Philippines. The
study declared the Philippines as “the social networking capital of the world,” with 83
percent of Filipinos surveyed are members of a social network. They are also regarded
as the top photo uploaders and web video viewers, while they are second when it comes
to the number of blog readers and video uploaders.

Seemingly, alongside the rise of social networking sites communication also

moved in different levels and ways. Vocabulary of people has increased, and others
have followed the trend due to social media. Regarding that, the effect of social media
to communication has been sought in different ways. According to Paul Booth, PhD
(2010), an associate educator of media and film contemplates in the College of
Communication at DePaul University in Chicago; internet-based life positively influences
how we draw in with each other over all settings and ages. "There has been a move in
the manner in which we impart; instead of eye to eye cooperation, we're having a
tendency to lean toward intervened correspondence," he says. "We'd preferably email
over meet; we'd preferably message over chat on the telephone."

Merriam-Webster defines social media as “forms of electronic communication

(such as websites for social networking and microblogging) through which users create
online communities to share information, ideas, personal messages, and other content
(such as videos).” Some examples include Facebook, YouTube, Twitter, and even blogs
where peoples’ articles can be voted and commented upon. These websites allow the
people to create their own social network, share things of interest and discuss a wide
range of issues in the society.

According to Coyle et al., (2008) Social Networking sites is just another tool of
communication. The term “social networking” and “social media” commonly refer to the
use of website that allows people to talk to each other through features that are built into
the website. Also Phillips (2007) stated that since Facebook, which was originally
started as a place where college students to connect with their peers have grown to be
one of the most popular social media sites alongside with Twitter, MySpace and
LinkedIn. Also, Twitter which coined the phrase “micro- blogging” is now the ninth most
visited website in the world (Twitter,2010). LinkedIn ranked twenty-fourth (LinkedIn,
2010). While MySpace ranked at thirtieth most popular (MySpace, 2010).

According to Statista (2019) reported that Facebook a popular social networking

site surpassed 2.3 billion active user accounts. Also, in the Philippines the total number
of social media users has grown from 4.24 billion to 4.39 billion an estimated growth of
9% since January 2018 (Rappler, 2019). Among the available social media platforms,
Filipino online users prefer using Facebook over Twitter, Tumbler, Pinterest among
others, with 92% having profile and with women as the most active users. (Comscore,
2013).

There was also a report released by comScore, Inc. (NASDAQ: SCOR) regarding the
social networking activity in the Asia-Pacific region (excluding China) based on data
from its World Metrix service on April 2010. Approximately 51% percent of the total
online population of ages 15 and up at home and work, excluding visitations from public
computers such as Internet cafes or access from mobile phones or PDAs in the Asia-
Pacific region visited a social networking site in February 2010, reaching a total of 240.3
million visitors (comScore, 2010).

Facebook.com ranked as the top social network across the majority of individual
markets in the region, while competing brands commanded the top position in certain
markets, including Orkut in India, Mixi.jp in Japan, CyWorld in South Korea and
Wretch.cc in Taiwan. In February 2010, Internet users in the Asia-Pacific region
averaged 2.5 hours on social networking sites during the month and visited the category
an average of 15 times (comScore, 2010).

Across markets, the Philippines showed the highest penetration of social

networking usage with more than 90 percent of its entire Web population visiting a
social networking site during the month, followed by Australia (89.6 percent penetration)
and Indonesia (88.6 percent penetration). Social networkers in the Philippines also
showed the highest level of engagement on social networking sites averaging 5.5 hours
per visitor in February, with visitors frequenting the social networking category an
average of 26 times during the month (comScore, 2010).

Social technologies have broken the barriers of space and time, enabling us
to interact 24/7 with more people than ever before. But like any revolutionary concept, it
has spawned a set of new barriers and threats. Is the focus now on
communication quantity versus quality? Superficiality versus authenticity? In an ironic
twist, social media has the potential to make us less social; a surrogate for the real
thing. For it to be a truly effective communication vehicle, all parties bear a responsibility
to be genuine, accurate, and not allow it to replace human contact altogether. (Forbes,
2019).

Theoretical and Conceptual Framework

This research will be associated to the Social Penetration Theory; it describes

the development of interpersonal relationships as a slow process. As noted in a
research, “Social networking sites impact on interpersonal communication skills and
relationships by Pritta Chasombat. “Computer mediated communication has sped up
the intimacy process. People are more likely to disclose sensitive information on Social
Networking Sites (SNS) than they would on face-to-face communication because the
level of control is higher. Ledbetter et al., (2011).

The theory states that relationships begin and deepen through self-disclosure. In the
beginning, people establish relationships by disclosing many simple, harmless facts
through small talk. As relationships grow, the rate of self-disclosure slows while the
facts disclosed become increasingly intimate in nature. Intimate self-disclosure allows
others to penetrate a person’s public persona and discover his or her innermost self.
Relationships stagnate when the people involved refuse to self-disclose Altman, I., &
Taylor, D. A. (1973) first described the process of self-disclosure; they related it to the
process of peeling an onion, wherein it possesses both breadth and depth. Breadth”
refers to the various facets of a person’s life, such as work, family, community and
hobbies. While, “Depth” pertains to the details concerning each of these areas. The
outer layers of the onion represent superficial information about a person, such as
physical appearance and speech. The deeper layers represent more intimate
information, such as the person’s thoughts, feelings and relationships with others. As a
person self-discloses to a friend or partner, she peels away the outer layers of herself
toward exposing her core nature. Altman and Taylor outlined the various stages of
intimacy that result from this process of self-disclosure:

1. Orientation Stage — Also known as the “small talk” or “first impression” stage.
Communicators become acquainted by observing mannerisms and personal
dress and by exchanging non-intimate information about themselves. Interaction
adheres to social norms.

2. Exploratory Affective Stage — Communicators begin to reveal more about

themselves, such as their opinions concerning politics and sports teams. Deeply
personal information is withheld. Casual friendships develop at this stage, and
most relationships stay at this level.

3. Affective Stage — Communicators begin to disclose personal and private

matters. Personal ways of speaking, such as using idioms or unconventional
language, is allowed to come through. Communicators feel comfortable enough
to argue or criticize each other. Romantic relationships develop at this stage.

4. Stable Stage — Communicators share a relationship in which disclosure is

open and comfortable. They can predict how the other person will react to certain
types of information.

5. Depenetration — Occurs when one or both communicators perceive that the

cost of self-disclosure outweighs its benefits. Communicators withdraw from self-
disclosure, thus ending the relationship.

Progress through these stages is usually linear at first but may become cyclical
later. Psychologists say intimate relationships can switch stages at different
times—moving, for example, from the stable stage to the exploratory effective
stage and back again—as partners work through their insecurities and
reservations. Altman, I., & Taylor, D. A. (1973)
Social Penetration Theory is being used in today’s modern world to study electronic
interactions on the Internet through social media sites and chat rooms. On the one
hand, people who meet online are often unable to predict how a person will react to
certain types of information, making the cost of self-disclosure difficult to evaluate. On
the other hand, the impersonal nature of communicating through a screen may mitigate
the cost of sharing intimate information, thus making self-disclosure more likely.

Independent Variable Dependent Variable

Interpersonal Communication
Skills

1. Orientation Stage
Exposure in Social Media 2. Exploratory Affective
Stage
3. Affective Stage
4. Stable Stage
5. Depenetration

Figure 1. Schematic Diagram showing the relationship between Exposure in Social

Media and Interpersonal Communication Skills.

The Independent Variable is the Exposure in Social Media which will be used
to determine the influence of Social Media on the Interpersonal Skills of the
respondents

Statement of the Problem

This study aims to determine the influence of social media to the interpersonal
skills of Senior High School students.

Specifically, this study aims to answer the following questions:

1. To what extent is the degree of exposure in social media of Senior High School
students?
2. To what extent is the level of interpersonal communication skills of the students
in terms of:
 2.1. Orientation Stage
2.2. Exploratory affective Stage
2.3. Affective Stage
2.4. Stable Stage
2.5. Depenetration
3. Is there a significant relationship between the degree of exposure in social media
and its influence on Interpersonal skills of Senior High School students?

Hypothesis

H0: There is no significant relationship between the degree of exposure in

Social Media and the interpersonal skills of Senior High School Students.

Ha: There is a significant relationship between the exposure in social

media and the interpersonal skills of Senior High School students.

Significance of the Study

The findings of this study will redound to the benefit to the society expecially to
the stakeholders/students of Cotabato City Institute by considering what is the role of
Social Media in affecting the Interpersonal Skills of the students.

The benefits may be able to gain are as follows:

Students – may use this study as a reference if their chosen research is inclined to
what I had studied.

Future Researchers – this may be used as an apparatus or reference to contribute to

their study if possible, Also, sere as a good structure of information for them. And help
broaden the current knowledge acquired from this study.

Scope and Delimitation

This study will determine the relationship between the influences of social media
to the interpersonal communication skills of the students.

This study will be conducted at Cotabato City Insttute loated alongside Quezon
Ave. Extension, Cotabato City. During the first semester of S.Y. 2019-2020.
 The respondents of this study will be the Senior High School students of Cotabato
City Institute.

Operational Definition of Terms

Influence- refers to the effect of social media to student’s interpersonal skills.

Social Media – refers to the websites, apps that students visit or surf the web with, that
they use whether for educational or entertainment purposes.

Interpersonal Communication Skills – refers to the skills of the students that is

executed through the quality and behaviour they use to interact with another individual
 Chapter 2

Review of Related Literature

This chapter represents the readings of the researchers on the related

literature which bears the topics of this study. These readings provided the researchers
with various insights which contribute to the preparation and conduct of the study.
These readings from related literature of researchers are authored by both foreign and
local experts through books, journals, and articles.

Social Media

According to Kaplan and Haenlein (2010) the concept of Social Media is top of the
agenda for many business executives today. Decision makers, as well as consultants,
try to identify ways in which firms can make profitable use of applications such as
Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest,
there seems to be very limited understanding of what the term “Social Media” exactly
means. They began by describing the concept of Social Media, and discuss how it
differs from related concepts such as Web 2.0 and User Generated Content. Based on
theirs definition, then they provide a classification of Social Media which groups’
applications currently subsumed under the generalized term into more specific
categories by characteristic: collaborative projects, blogs, content communities, social
networking sites, virtual game worlds, and virtual social worlds

Also Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011)
stated that Traditionally, consumers used the Internet to simply expend content: they
read it, they watched it, and they used it to buy products and services. Increasingly,
however, consumers are utilizing platforms—such as content sharing sites, blogs, social
networking, and wikis—to create, modify, share, and discuss Internet content. This
represents the social media phenomenon, which can now significantly impact a firm's
reputation, sales, and even survival. Yet, many executives eschew or ignore this form of
media because they don’t understand what it is, the various forms it can take, and how
to engage with it and learn. In response, they presented a framework that defines social
media by using seven functional building blocks: identity, conversations, sharing,
presence, relationships, reputation, and groups.

As different social media activities are defined by the extent to which they focus
on some or all of these blocks, they explain the implications that each block can have
for how firms should engage with social media. To conclude, they presented a number
of recommendations regarding how firms should develop strategies for monitoring,
understanding, and responding to different social media activities. (Kietzmann, J. H.,
Hermkens, K., McCarthy, I. P., & Silvestre, B. S. 2011).

In terms of relationships, the rise of social media, which has connected and
empowered customers, ( Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., &
Zhang, M. 2013)

A study from (Briones, R. L., Kuch, B., Liu, B. F., & Jin, Y. 2011), concluded that
practicing public relations through social media is effective and necessary in the
emerging digital age, as shown through the Red Cross’ development of a two-way
dialogue with younger constituents, the media, and the community. This two-way
dialogue has been accomplished primarily through Twitter and Facebook, with barriers
such as lack of staff and time, and opportunities to improve National Headquarters and
local chapter relations. The insights shared by the American Red Cross are useful for
both public relations scholars and professionals to help them understand and apply
social media practices to build strong, lasting relationships.

On the other hand, usage of the Internet also has bad effects. A study by
(Harman, J. P., Hansen, C. E., Cochran, M. E., & Lindsey, C. R. 2005) concluded that
Students aged 11–16 years were prone to develop less well-developed social skills,
lower levels of self-esteem, and higher levels of social anxiety and aggression. The
frequency of Internet use was also assessed.

Interpersonal Skills
 Chapter 3

Methodology

This chapter discuss the research design, locale of the study, respondents and
samples, instruments for data collection, validation of research instrument, statistical
treatment, administration of instrument, data collection method and data analysis
technique.

Research Design