![]() ![]() Their demographic profile tends to influence their attitudes and values on different levels of desirability with social responsibility having the most influence. Based on the findings, it can be concluded that the listener’s choice of radio dramas varied depending on their availability, likes and dislikes, attitudinal and valuing emotions. Values of health, respect for life, self reliance, goal orientation, respect for human rights, aesthetic values, self-worth, self discipline, freedom, faith, love, commitment, identity, pride in country, and unity revealed a desirable level of attitudes and values. The respondents revealed a very desirable level of attitudes and values namely: creativity, work ethics, integrity, concern for others, responsible parenthood, social justice, conservation, responsible citizenship, hope and peace. ![]() The values of love and faith were most internalized with deep pride in one’s country, unity and harmony. They were also encouraged to nurture the sense of responsible citizenship, social justice and concern for others. They showed appreciation on the sub-values of self-esteem, individual identity and freedom. The radio soap opera listened portrayed the values of self-reliance and goal orientation. The study revealed that majority of the respondents was in the ages from 10 to 19 years old, females, married, high school students and Catholics. The findings are the bases in proposing radio programs that would enhance listener’s positive attitudes and values. Hence, this study sought to determine the relationship between the respondent’s demographic profiles along the following core values: life sustenance, human dignity, social responsibility, spirituality, and nationalism. The researcher is challenged to conduct this study in order to find out the cultural diversity among the listeners on how radio drama influences a unique personality in relation to their attitudes and values. Various people in the mountain barangays of Cebu City are attuned in listening to radio soap opera in a diverse culture. ![]()
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