Radio and Television: Media Preference for Information Utilization among Select Retiring Members of Social Security System
Social Security System (SSS), Philippines is mandated by law to providemeaningful protection to members and their families against contingenciesresulting in loss of income or financial burden, and to contribute to the socioeconomicdevelopmentof the country,througha viable social insuranceprogram(Section2, RA 8282). Inthis way,SSS needs to establish and optimizeitsexisting strategic communication plan. Hence,this study was conductedtodeterminethemostpreferredmediumofcommunicationforretiringSSSmemberswhen transacting business and accessing to information regardingSSSupdatesand programs.The study used descriptivedesign. Surveyquestionnairewasutilizedin gathering the data. Among the communication media thatSSSused in disseminating information, radio and television arethe mostpreferredcommunicationmediaamongtheretiringSSSmembers.Thesamewerethecommunicationmediathroughwhichtheretiringmembersaccessedinformation.Puttingthe findings together,the study concludes that accessibilityandaffordabilityof media on the partof the media consumers matter in theirchoiceof utilizing information. Itis recommendedthat SSS Cagayan de Oro Branch should primarily use radio and television for most of its efforts indisseminating information, while still using the other media of communication. Keywords - Social Science, media accessibility, media preference, utilization, SocialSecurity System, retiring SSS members, descriptive design, Philippines