Work Values, Mass media Ethics, and Broadcasting Practices among Mass Media Practitioners in Northern Mindanao, Philippines

The mass media today plays a critical role in changing public opinion and improving security. In Northern Mindanao, this study looked into the relationship between intrinsic and extrinsic work values, broadcasting ethics, and broadcasting practices. A descriptive correlational approach is utilized in this quantitative study. A random sample of 122 media practitioners served as respondents in the study, providing insights through surveys and interviews regarding their professional experiences and perspectives. The Work Values Inventory, Media Ethics Questionnaire, Broadcasting Practices Questionnaires were the data-gathering instruments. In the statistical treatment of data, Mean, Standard Deviation, and Pearson Product Moment Correlation Coefficient were required. Results showed that the respondents’ intrinsic and extrinsic work values were high, media ethics was acknowledged as important in media, and media practices were very high. Intrinsic and extrinsic work values and media ethics have a significant association with broadcasting practices. Media practitioners continue to undergo enhancement on professionalism and develops technological advancement for personal and professional skills. Keywords : Credibility, professionalism, public opinion, public interests, security