<![CDATA[Abstract: Media Content Preferences and Perceptions Towards Dominant Value Orientations in Media Among Pre-Service Teachers. Objective: The purpose of this study was to determine the media content preferences and the perceptions towards dominant value orientations in media, as the media is one of the strongest influences on learning in an individual. It plays a huge part in molding an individuals personality and their views and opinions, as well as their customs, beliefs, morals, and ideologies. The media is important to pre-service teachers because it influences their personality traits such as preferences and value orientation. Methods: This research employed quantitative research design through the use of an online survey technique to ascertain the pre-service teachers media content preferences and their perceptions of dominant value orientations in media Findings: The findings showed that there are gender differences in relation to the pre-service teachers thematic content preferences. In terms of the preferable television program content and the gender of pre-service teachers, it revealed a statistically significant difference. A positive and negative correlation was also shown between the pre-service teachers viewing habits and their perceptions of dominant values that are presented in various television programs, as well as in the pre-service teachers preferences for music genres and the values promoted in several music videos. Conclusion: The findings in this study indicate that the media content preferences of pre-service teachers at Western Mindanao State University (WMSU) differ from their perception of media values. In addition, monitoring content preferences also provides insight into the perception of media values.Keyword: media content preferences, value orientations in media, pre-service teachers DOI: http://dx.doi.org/10.23960/jpp.v13.i2.202315]]>
