Communication Behavior Among Dairy Farmers of STA. Maria, Bulacan
COMMUNICATION B E H A V I O R AMONG D A I R Y FARMERS
O F S T A . M A R I A , BULACAN
I S M A I L PULUNGAN
S U B M I T T E D TO T H E FACULTY O F T H E GRADUATE S C H O O L
UNIVERSITY OF THE PHILIPPINES AT LOS BAAOS
I N P A R T I A L FULFJLLMENT O F THE
REQUIREMENTS FOR THE
DEGREE O F
MASTER O F S C I E N C E
( ~ e v e l o p m e n tC o m m u n i c a t i o n )
M a r c h 1989
T h r t h e s i s a t t a c h e d l i e r e t o , e n t i i l c ~ d "COMMIJNICATION DEHAVIOR
AMONG DAIRY FAWERS OF STA.
MARIA,
I3ULACAN," p r e p a r e d a n d s u b m i t -
t e d b y ISMAIL PULUNGAN i n p a r t i a l f u l f i l l m e n t o f t h e r e q u i r e m e n t s
f o r t h e d e g r e e o f M a s t e r o f S c i e n c e (Development Communication)
is hereby accepted.
MADELINE M. SUVA
Member, G u i d a n c e C o m m i t t e e
M
d
Mcn~bcr, G u i d a n c e Committee
ML-4
'"1LqBq
Date S i g n e d
lq 1 Y % 3
Date Signed
and Chairman
c e Committee
A c c e p t e d a s p a r t i a l f u l f i l l ~ n c n to f t l r c r e q c ~ i r e m e n t sf o r
t h e d e g r c c o f M a s t e r of S c i e n c e ( D e v c l o p m c n t C o m m u n i c a t i o n ) .
-
rector
I n s t i t u t e o f Do
Communication
b e 4 zq , L J ~ , ~ ,
Date S i g n e d
2
Dean, G r a d u a t e S c h o o l
University of t h e Philippines
a t Los Baiios
@aAd
i s .
, S ?
Date Signed
A
BIOGRAPHICAL SKETCH
The author was born on January 2 , 1943 in Panyabungan
South Tapanuli, North Sumatera, Indonesia.
He is the second
child of Mr. Sadja Pulungan and Mrs. Rodiyah Daulay.
He completed his elementary education in 1956 and junior
high school in 1959 at Panyabungan.
He partly took senior high
school in Padang Sidempuan and then transferred to Panyabungan
and finished it in 1962.
He obtained Insinyur (Ir) degree from Institute Pertanian
Bogor (IPB), Faculty of Animal Science at Bogor, West Java in
1974.
When he was studying at IPB, he worked as an Assistant
Instructor in Social Economic Animal Science from 1970 to 1974
at the Faculty of Animal Science.
high school from 1969 to 1973.
He was a teacher in senior
In 1971-1973, he was a principal "
in senior high school (Sekolah Menengah Atas) "Muhammadiyah" at
. Bogor.
Immediately after graduation, he was appointed Instructor
at the Faculty of Animal Science, IPB and holds an Assistant
Professor post at present.
Before he enrolled at the UPLB he was
a staff member of the Resource Information Center at IPB.
In 1985, he was awarded a scholarship by the Southeast Asian
Regional Center for Graduate Study and Research in Agriculture
(SEARCA) to pursue his Master of Science degree in Development
iii
"
Communication at the University of the Philippines at Los Baiios,
College, Laguna.
In November 1988, he was awarded financial aid by the
Yayasan Supersemar Jakarta to fulfill his requirements for the
degree of Master of Science (Development Communication), after
his final extension of SEARCA scholarship.
He is happily married to the former Nuraini Daulay, with
whom he has been blessed with one son Puly Ritzki and one
daughter Ismarini Miranda.
A
ISMAIL PULUNGAN
ACKNOWLEDGMENT
I wish to express my heartfelt and profound gratitude and
sincere appreciation to many persons and institutions for their
support, assistance and guidance, without them this course
and writing this thesis would not have been successful.
Speci-
fically, I wish to express my gratitude to the following:
Dr. Felix Librero, the Director of tke Institute of Development Communication and chairman of my Advisory Committee, for
his guidance, unselfish encouragement throughout the study
program;
Dr. Madeline M. Suva and Prof. Vicente A. Martinez, members
of my Advisory Committee, for their helpful suggestions and
excellent critiques and encouragement throughout the study
program;
The Southeast Asian Ministers of Education Organization
Regional Center for Graduate Study and Research in Agriculture
(sEARcA),
College, Laguna, Philippines, for its financial support
throughout the study program at the University of the Philippines
at Los Bafios;
Dr. Sitanala Arsyad, the Rector of the Institute Pertanian
Bogor and Dr. Lily Amalya Sofyan, the Dean of the Faculty of
Animal Science, Institute Pertanian Bogor, Indonesia, for permitting me to go on study leave;
COMMUNICATION B E H A V I O R AMONG D A I R Y FARMERS
O F S T A . M A R I A , BULACAN
I S M A I L PULUNGAN
S U B M I T T E D TO T H E FACULTY O F T H E GRADUATE S C H O O L
UNIVERSITY OF THE PHILIPPINES AT LOS BAAOS
I N P A R T I A L FULFJLLMENT O F THE
REQUIREMENTS FOR THE
DEGREE O F
MASTER O F S C I E N C E
( ~ e v e l o p m e n tC o m m u n i c a t i o n )
M a r c h 1989
T h r t h e s i s a t t a c h e d l i e r e t o , e n t i i l c ~ d "COMMIJNICATION DEHAVIOR
AMONG DAIRY FAWERS OF STA.
MARIA,
I3ULACAN," p r e p a r e d a n d s u b m i t -
t e d b y ISMAIL PULUNGAN i n p a r t i a l f u l f i l l m e n t o f t h e r e q u i r e m e n t s
f o r t h e d e g r e e o f M a s t e r o f S c i e n c e (Development Communication)
is hereby accepted.
MADELINE M. SUVA
Member, G u i d a n c e C o m m i t t e e
M
d
Mcn~bcr, G u i d a n c e Committee
ML-4
'"1LqBq
Date S i g n e d
lq 1 Y % 3
Date Signed
and Chairman
c e Committee
A c c e p t e d a s p a r t i a l f u l f i l l ~ n c n to f t l r c r e q c ~ i r e m e n t sf o r
t h e d e g r c c o f M a s t e r of S c i e n c e ( D e v c l o p m c n t C o m m u n i c a t i o n ) .
-
rector
I n s t i t u t e o f Do
Communication
b e 4 zq , L J ~ , ~ ,
Date S i g n e d
2
Dean, G r a d u a t e S c h o o l
University of t h e Philippines
a t Los Baiios
@aAd
i s .
, S ?
Date Signed
A
BIOGRAPHICAL SKETCH
The author was born on January 2 , 1943 in Panyabungan
South Tapanuli, North Sumatera, Indonesia.
He is the second
child of Mr. Sadja Pulungan and Mrs. Rodiyah Daulay.
He completed his elementary education in 1956 and junior
high school in 1959 at Panyabungan.
He partly took senior high
school in Padang Sidempuan and then transferred to Panyabungan
and finished it in 1962.
He obtained Insinyur (Ir) degree from Institute Pertanian
Bogor (IPB), Faculty of Animal Science at Bogor, West Java in
1974.
When he was studying at IPB, he worked as an Assistant
Instructor in Social Economic Animal Science from 1970 to 1974
at the Faculty of Animal Science.
high school from 1969 to 1973.
He was a teacher in senior
In 1971-1973, he was a principal "
in senior high school (Sekolah Menengah Atas) "Muhammadiyah" at
. Bogor.
Immediately after graduation, he was appointed Instructor
at the Faculty of Animal Science, IPB and holds an Assistant
Professor post at present.
Before he enrolled at the UPLB he was
a staff member of the Resource Information Center at IPB.
In 1985, he was awarded a scholarship by the Southeast Asian
Regional Center for Graduate Study and Research in Agriculture
(SEARCA) to pursue his Master of Science degree in Development
iii
"
Communication at the University of the Philippines at Los Baiios,
College, Laguna.
In November 1988, he was awarded financial aid by the
Yayasan Supersemar Jakarta to fulfill his requirements for the
degree of Master of Science (Development Communication), after
his final extension of SEARCA scholarship.
He is happily married to the former Nuraini Daulay, with
whom he has been blessed with one son Puly Ritzki and one
daughter Ismarini Miranda.
A
ISMAIL PULUNGAN
ACKNOWLEDGMENT
I wish to express my heartfelt and profound gratitude and
sincere appreciation to many persons and institutions for their
support, assistance and guidance, without them this course
and writing this thesis would not have been successful.
Speci-
fically, I wish to express my gratitude to the following:
Dr. Felix Librero, the Director of tke Institute of Development Communication and chairman of my Advisory Committee, for
his guidance, unselfish encouragement throughout the study
program;
Dr. Madeline M. Suva and Prof. Vicente A. Martinez, members
of my Advisory Committee, for their helpful suggestions and
excellent critiques and encouragement throughout the study
program;
The Southeast Asian Ministers of Education Organization
Regional Center for Graduate Study and Research in Agriculture
(sEARcA),
College, Laguna, Philippines, for its financial support
throughout the study program at the University of the Philippines
at Los Bafios;
Dr. Sitanala Arsyad, the Rector of the Institute Pertanian
Bogor and Dr. Lily Amalya Sofyan, the Dean of the Faculty of
Animal Science, Institute Pertanian Bogor, Indonesia, for permitting me to go on study leave;
O F S T A . M A R I A , BULACAN
I S M A I L PULUNGAN
S U B M I T T E D TO T H E FACULTY O F T H E GRADUATE S C H O O L
UNIVERSITY OF THE PHILIPPINES AT LOS BAAOS
I N P A R T I A L FULFJLLMENT O F THE
REQUIREMENTS FOR THE
DEGREE O F
MASTER O F S C I E N C E
( ~ e v e l o p m e n tC o m m u n i c a t i o n )
M a r c h 1989
T h r t h e s i s a t t a c h e d l i e r e t o , e n t i i l c ~ d "COMMIJNICATION DEHAVIOR
AMONG DAIRY FAWERS OF STA.
MARIA,
I3ULACAN," p r e p a r e d a n d s u b m i t -
t e d b y ISMAIL PULUNGAN i n p a r t i a l f u l f i l l m e n t o f t h e r e q u i r e m e n t s
f o r t h e d e g r e e o f M a s t e r o f S c i e n c e (Development Communication)
is hereby accepted.
MADELINE M. SUVA
Member, G u i d a n c e C o m m i t t e e
M
d
Mcn~bcr, G u i d a n c e Committee
ML-4
'"1LqBq
Date S i g n e d
lq 1 Y % 3
Date Signed
and Chairman
c e Committee
A c c e p t e d a s p a r t i a l f u l f i l l ~ n c n to f t l r c r e q c ~ i r e m e n t sf o r
t h e d e g r c c o f M a s t e r of S c i e n c e ( D e v c l o p m c n t C o m m u n i c a t i o n ) .
-
rector
I n s t i t u t e o f Do
Communication
b e 4 zq , L J ~ , ~ ,
Date S i g n e d
2
Dean, G r a d u a t e S c h o o l
University of t h e Philippines
a t Los Baiios
@aAd
i s .
, S ?
Date Signed
A
BIOGRAPHICAL SKETCH
The author was born on January 2 , 1943 in Panyabungan
South Tapanuli, North Sumatera, Indonesia.
He is the second
child of Mr. Sadja Pulungan and Mrs. Rodiyah Daulay.
He completed his elementary education in 1956 and junior
high school in 1959 at Panyabungan.
He partly took senior high
school in Padang Sidempuan and then transferred to Panyabungan
and finished it in 1962.
He obtained Insinyur (Ir) degree from Institute Pertanian
Bogor (IPB), Faculty of Animal Science at Bogor, West Java in
1974.
When he was studying at IPB, he worked as an Assistant
Instructor in Social Economic Animal Science from 1970 to 1974
at the Faculty of Animal Science.
high school from 1969 to 1973.
He was a teacher in senior
In 1971-1973, he was a principal "
in senior high school (Sekolah Menengah Atas) "Muhammadiyah" at
. Bogor.
Immediately after graduation, he was appointed Instructor
at the Faculty of Animal Science, IPB and holds an Assistant
Professor post at present.
Before he enrolled at the UPLB he was
a staff member of the Resource Information Center at IPB.
In 1985, he was awarded a scholarship by the Southeast Asian
Regional Center for Graduate Study and Research in Agriculture
(SEARCA) to pursue his Master of Science degree in Development
iii
"
Communication at the University of the Philippines at Los Baiios,
College, Laguna.
In November 1988, he was awarded financial aid by the
Yayasan Supersemar Jakarta to fulfill his requirements for the
degree of Master of Science (Development Communication), after
his final extension of SEARCA scholarship.
He is happily married to the former Nuraini Daulay, with
whom he has been blessed with one son Puly Ritzki and one
daughter Ismarini Miranda.
A
ISMAIL PULUNGAN
ACKNOWLEDGMENT
I wish to express my heartfelt and profound gratitude and
sincere appreciation to many persons and institutions for their
support, assistance and guidance, without them this course
and writing this thesis would not have been successful.
Speci-
fically, I wish to express my gratitude to the following:
Dr. Felix Librero, the Director of tke Institute of Development Communication and chairman of my Advisory Committee, for
his guidance, unselfish encouragement throughout the study
program;
Dr. Madeline M. Suva and Prof. Vicente A. Martinez, members
of my Advisory Committee, for their helpful suggestions and
excellent critiques and encouragement throughout the study
program;
The Southeast Asian Ministers of Education Organization
Regional Center for Graduate Study and Research in Agriculture
(sEARcA),
College, Laguna, Philippines, for its financial support
throughout the study program at the University of the Philippines
at Los Bafios;
Dr. Sitanala Arsyad, the Rector of the Institute Pertanian
Bogor and Dr. Lily Amalya Sofyan, the Dean of the Faculty of
Animal Science, Institute Pertanian Bogor, Indonesia, for permitting me to go on study leave;
COMMUNICATION B E H A V I O R AMONG D A I R Y FARMERS
O F S T A . M A R I A , BULACAN
I S M A I L PULUNGAN
S U B M I T T E D TO T H E FACULTY O F T H E GRADUATE S C H O O L
UNIVERSITY OF THE PHILIPPINES AT LOS BAAOS
I N P A R T I A L FULFJLLMENT O F THE
REQUIREMENTS FOR THE
DEGREE O F
MASTER O F S C I E N C E
( ~ e v e l o p m e n tC o m m u n i c a t i o n )
M a r c h 1989
T h r t h e s i s a t t a c h e d l i e r e t o , e n t i i l c ~ d "COMMIJNICATION DEHAVIOR
AMONG DAIRY FAWERS OF STA.
MARIA,
I3ULACAN," p r e p a r e d a n d s u b m i t -
t e d b y ISMAIL PULUNGAN i n p a r t i a l f u l f i l l m e n t o f t h e r e q u i r e m e n t s
f o r t h e d e g r e e o f M a s t e r o f S c i e n c e (Development Communication)
is hereby accepted.
MADELINE M. SUVA
Member, G u i d a n c e C o m m i t t e e
M
d
Mcn~bcr, G u i d a n c e Committee
ML-4
'"1LqBq
Date S i g n e d
lq 1 Y % 3
Date Signed
and Chairman
c e Committee
A c c e p t e d a s p a r t i a l f u l f i l l ~ n c n to f t l r c r e q c ~ i r e m e n t sf o r
t h e d e g r c c o f M a s t e r of S c i e n c e ( D e v c l o p m c n t C o m m u n i c a t i o n ) .
-
rector
I n s t i t u t e o f Do
Communication
b e 4 zq , L J ~ , ~ ,
Date S i g n e d
2
Dean, G r a d u a t e S c h o o l
University of t h e Philippines
a t Los Baiios
@aAd
i s .
, S ?
Date Signed
A
BIOGRAPHICAL SKETCH
The author was born on January 2 , 1943 in Panyabungan
South Tapanuli, North Sumatera, Indonesia.
He is the second
child of Mr. Sadja Pulungan and Mrs. Rodiyah Daulay.
He completed his elementary education in 1956 and junior
high school in 1959 at Panyabungan.
He partly took senior high
school in Padang Sidempuan and then transferred to Panyabungan
and finished it in 1962.
He obtained Insinyur (Ir) degree from Institute Pertanian
Bogor (IPB), Faculty of Animal Science at Bogor, West Java in
1974.
When he was studying at IPB, he worked as an Assistant
Instructor in Social Economic Animal Science from 1970 to 1974
at the Faculty of Animal Science.
high school from 1969 to 1973.
He was a teacher in senior
In 1971-1973, he was a principal "
in senior high school (Sekolah Menengah Atas) "Muhammadiyah" at
. Bogor.
Immediately after graduation, he was appointed Instructor
at the Faculty of Animal Science, IPB and holds an Assistant
Professor post at present.
Before he enrolled at the UPLB he was
a staff member of the Resource Information Center at IPB.
In 1985, he was awarded a scholarship by the Southeast Asian
Regional Center for Graduate Study and Research in Agriculture
(SEARCA) to pursue his Master of Science degree in Development
iii
"
Communication at the University of the Philippines at Los Baiios,
College, Laguna.
In November 1988, he was awarded financial aid by the
Yayasan Supersemar Jakarta to fulfill his requirements for the
degree of Master of Science (Development Communication), after
his final extension of SEARCA scholarship.
He is happily married to the former Nuraini Daulay, with
whom he has been blessed with one son Puly Ritzki and one
daughter Ismarini Miranda.
A
ISMAIL PULUNGAN
ACKNOWLEDGMENT
I wish to express my heartfelt and profound gratitude and
sincere appreciation to many persons and institutions for their
support, assistance and guidance, without them this course
and writing this thesis would not have been successful.
Speci-
fically, I wish to express my gratitude to the following:
Dr. Felix Librero, the Director of tke Institute of Development Communication and chairman of my Advisory Committee, for
his guidance, unselfish encouragement throughout the study
program;
Dr. Madeline M. Suva and Prof. Vicente A. Martinez, members
of my Advisory Committee, for their helpful suggestions and
excellent critiques and encouragement throughout the study
program;
The Southeast Asian Ministers of Education Organization
Regional Center for Graduate Study and Research in Agriculture
(sEARcA),
College, Laguna, Philippines, for its financial support
throughout the study program at the University of the Philippines
at Los Bafios;
Dr. Sitanala Arsyad, the Rector of the Institute Pertanian
Bogor and Dr. Lily Amalya Sofyan, the Dean of the Faculty of
Animal Science, Institute Pertanian Bogor, Indonesia, for permitting me to go on study leave;