Abstract

One of the pastimes of mountain people in the barangays of Cebu City is listening to radio drama. This became revolved on their daily lives across generations since it depicts and mirrors their everyday living aside from the advent of modern technology. The researcher is challenged to conduct this study in order to find out how culture is diverse in relation with their attitudes and value system. Hence, this study sought to determine the respondents‘ profile along the following core values: Life Sustenance, Human Dignity, Social Responsibility, Spirituality, and Nationalism. The findings revealed majority of the listeners are from age bracket of 10 to 19, females, married, secondary students, and Catholic Christians. The radio soap operas listened to portray the values of self-reliance, and goal orientation. They were also encouraged to nurture the sense of responsible citizenship, social justice, and concern for others. Based on the findings, it can be concluded that the listeners‘ choice of radio soap opera depends on their availability of time, likes and dislikes, attitudinal and valuing emotions. Their demographic profile tends to influence their attitudes and value system on different levels of desirability with human dignity having the most influence.