2004 - State Of Phil Media And Soc Comm'n

First Part Media Awareness: Basic Information on the Philippine Media Set-up by Rowena Ladaga



Phil. Media Facts and Figures The Philippine Media Trends, Issues and Needs

Summary of Radio Stations (per Region, 2000) SUMMARY OF RADIO STATIONS (Per Region)` REGION

Region 4A Region 1 Region 2 Region 3 Region 4 Region 5 Region 6 Region 7 Region 8 Region 9 Region 10 Region 11 Region 12

NCR Ilocos Cagayan Valley Central Luzon Southern Tagalog Bicol Western Visayas Central Visayas Eastern Visayas Western Mindanao Northern Mindanao Southern Mindanao Central Mindanao

RADIO AM

FM

TOTAL

26 34 11 10 22 23 25 22 13 18 25 32 12 273

24 32 11 8 16 25 28 27 5 18 27 35 10 266

50 66 22 18 38 48 53 49 18 36 52 67 22 539

PRINT Newspaper Readership 50.00%

48.00%

40.00% 30.00%

29.00%

20.00%

Total Philippines

10.00%

Metro Manila

0.00% Total Philippines

Metro Manila

Ownership of Radio and Television Sets by Household As of December 2000 Mass Media

Total Philippines

Metro Manila

85% 71% 32% 29% 10%

94% 96% 82% 48% 18%

Radio Television Print Newspapers Magazines Source: AAAA Media Factbook 2000

Advertising Industry Rank

Top Advertisers

Advertisers

1996

1997

1998

Unilever/PRC

3

3

1

Procter & Gam.

2

1

2

Nestle Phils.

1

2

3

PLDT

5

4

4

Rank Brands

1996

1997

1998

PLDT

2

1

1

Sunsilk

5

5

2

San Miguel

1

2

3

Hope SKMF

15

4

4

Top Brands Advertised

Number of Broadcast Stations and Channels As of December 2003 (NTC June 2004) Radio: Total Philippines

Television: Total Philippines

FM AM

373 586

39% 61%

Total

959

100%

Cable TV Public TV Total

Source: Spirituality & the Media Age by Sr. Consolata Manding, FSP (SF4)

229 1,421 1,650

14% 86% 100%

Number of Mobile or Cellular Phone Service Providers and Units As of December 2003 (NTC June 2004) Year

Number of Service Providers

Number of Users

2001 2002 2003

5 5 6

12,000,000 18,000,000 22,000,000

Projected by end of 2004

30,000,000

The Philippine Media Trends, Issues and Needs



A major research study undertaken by TBCMedia in year 1999-2000 Explored the perspectives of the media practitioners on:






Definition of ‘media’, perception of their role, and their driving force/motivation Trends in media -- in terms of content and ethical practice Forces influencing the media Their understanding of the “Church in media” Their Analysis of practitioners’ needs

The Philippine Media Trends, Issues and Needs


26 RESPONDENTS











7 news and public affairs personalities 5 programmers 4 media owners 4 from the advertising 3 from the academe 3 from Media organizations

Media experience: 5-30+ years in the profession 11 female & 15 male

Reflections from the Study: 1. 2. 3. 4. 5.

Media defined Media and politics Media and academe Media and the Church Media and their needs

SUMMARY OF FINDINGS


MEDIA DEFINED – an instrument of power.









To influence the government, policy-making Tool for governance and aide to national development

MARKET AND TECHNOLOGY define the current media landscape ROLES OF MEDIA PRACTITIONER: educator, public servant, companion to others, aide in forming relationship

SUMMARY OF FINDINGS


MOTIVATION IS HIGH.




3 out of 26 (owner, ad, & journalist) identified “intellectual stimulation” and “idealism” ( ‘to right the wrong’, ‘to make a difference’) as reasons for their motivation.

Philippine Media Trends








Tends to be trivial and superficial. News stories tend to be sensationalized and lacks depth. Entertainment fare is highly predictable and lacking in creativity. There are significant efforts from organized media groups to fill the gaps (documentaries, in-depth reports, more realistic ads, etc)

Philippine Media Trends












Rising cost of production. Ratings as prime consideration in running a program. Advent of “niche marketing” as an option for media organizations. For print, readership has not significantly increased. Tabloids subsidize broadsheets. Apparent resurgence of community media.

Philippine Media Trends







Corruption among practitioners is wellentrenched. Lack of depth among media practitioners Arrogant: resorts to “trial by publicity”. Possibilities of advancing technology (creating a well-informed citizenry, knowledge-based economy); fast and accessible information

FORCES influencing the media


GOVERNMENT









In democratic society, the role of media should always be a watchdog to the government. Conflict is inevitable Governments (politicians) would always try to control media. (Love-hate relationship) Media’s limelight can make or unmake a politician.

FORCES influencing the media


Media OWNERS







Most media owners have other business interests which are vulnerable to perceived or real government pressures. Owners admit to the difficulty in balancing social responsibility and profit-making. Owners exercise “arm’s length” type of management. Respondents fear easily capitulation from owners when pressured by government.

FORCES influencing the media


ACADEME









New media and communication graduates are illequipped. Lacks skills and right orientation Lacks perspective/depth (training in multidisciplinary approach in news reporting) Creative graduates, need guidance and motivation.

Understanding of CHURCH in Media










Nothing wrong with Church going into media, except when there is hypocrisy. Church people should help in the formation of ethical values among practitioners Some members of the media community are not comfortable with Church people “enter the scene” unless there is a clear Church function, i.e. celebrate mass, gives retreats, and the like. What makes the Church-backed media organizations different from secular media – “community-based approach to broadcast, the objective of evangelization, and the focus on the marginalized poor.” No unified program among Church-based media organizations.

NEEDS








Skills development Relevant orientation Address the commitment/values of practitioners for them to stick to the ethics of their profession Address the orientation need for scriptwriters/ creative producers of media texts Alternative strategies to sustain quality productions. Improve the wages of the media workers Church-based media to train its own people in media work; give media education in schools integrated in the curricula.

CHALLENGES for the CATHOLIC CHURCH








The Church should be sensitive to the ‘language’ of media and be critical in adapting that ‘language’. The Church should critically review the image it projects in the media world. The Church considers developing a pastoral presence in the media world, rather than build a counter force.

By: Jofti A. Villena

WORD

CHURCH SACRAMENT


“We celebrate the blessings of speech, of hearing, j1 of sight . . . in order to exchange with those around us the thoughts and sentiments which arise in our hearts.
We celebrate the gifts of writing and reading, by which the wisdom of ancestors is placed at our disposal and our own experience and reflection are passed on to the generations that follow us.
‘The marvels of technology which God has destined human genius to discover’ (Inter-Mirifica, 1) . . inventions which have immeasurably increased and extended the range over which communications may carry and have amplified the volume of our voice..”

Slide 33 j1

jofti, 11/6/2004

Social Communication
“admission ticket to the modern marketplace where ideas are exchanged, news is passed around and information of all kind is transmitted and received”;
“social communication” as a more precise concept to better express the concern of the Church;

Social Communication Social communication refers to all ways, means and processes of communication which are related directly or indirectly to human society.
Latin root ‘communis’ – communication means to have something in common, to share.
Christian sense – ‘communio’ that is ‘communion’ which finally leads to community
Only communication serving and leading to community is the real ‘social communication’ we are concerned about.


Studying Communication, therefore. . .
Means

studying people in their ways of exchange and sharing, relating and influencing each other for a common concern

Communication is


Continuous




Personal




Circular




Irreversible




Gaston Roberge sees in the relation between Church and communication (mass media) three trends or attitudes




At first (Trend 1 & II) the church looked at the media in order to control and use them – from the outside. Later on, she began to look at them from the inside. She discovered that the ideal of service to the world which the Vatican II Council had formulated finds an area of application in the Mass Media, for the communication media constitute one of the main forms of contemporary social life. They are the world to evangelize.

Church approaches to Communication (Mass Media) Attitude Trend I Suspicion and rejection Trend II Imitation and ambition Trend III Critical understanding

Action

Position

censorship and control

outside

use at all costs

marginal

Discriminating use & compassionate service

inside

Church Documents 





Index of Forbidden Books ( specific period 1559-1948) is a list of books which all Roman Catholics were prohibited from reading or even owning except under special circumstances and with ecclesiastical permission.

Church Documents Church Documents: 1. Christianae Republicae, 1766  On the Dangers of AntiAntiChristian Writings  By Pope Clement XIII on Books and Publishing

2.

Vigilante Cura, 1936



By Pope Pius XI on film Action:: proposed in all countries of Action the world Catholic cinema offices and a film rating system according to moral standards standards.. Impact:: certain cinemas and films in Impact the United States lost up to 40% 40% of their income because of such a boycott.. boycott Focus:: It expressed concern for Focus moral issues in a communication medium which was considered more influential than the press press..







3.

Miranda Prorsus, 1957



By Pope Pius XII on electronic media of cinema, radio, television but not the press press.. Shows clear analysis and a positive approach to the electronic media, their potentials and to the pastoral needs arising from this this.. Noteworthy is the clear vision for future developments, the analysis of the effects of the electronic media and the consequences to be taken out of this for the pastoral part of the teachings of Pope Pius XII at other occasions.. occasions



4.

Inter--Mirifica, 1963 Inter



Second Vatican Council Decree on the Instruments of Social Communication



Positive Points: Points:  First official document on social communication by an ecumenical council  Introduces World Day of Communication  Introduces the expression “social communication” as a new name for the communication of the Church  Lead to the publishing of an instruction on the pastoral dimension of communication – “Communio et Progressio”





The need for proper training and formation of church people, communicators and recipients, is clearly stated stated.. The establishment of permanent institution for social communication at the Holy See is proposed proposed..

5.

Communio et Progressio, 1971



Pontifical Commission for the Means of Social Communication Sets the scene for concrete pastoral work in communications and has been accepted and incorporated as such especially also in the young churches of the soso-called Third World World..



6.

Redemptoris Missio, 1990



“It is not enough to use the media simply to spread the Christian message and the Church’s authentic teaching.. It is also necessary to teaching integrate that message into the “new culture” created by modern communications.. This is a complex communications issue since the “new culture” originates not just from whatever content is eventually expressed but from the very fact that there exist new ways of communicating, with new languages, new techniques and a new psychology..” Pope John Paul II psychology

6.

Aetatis Novae, 1992



By the Pontifical Council for Social Communications It treats some current challenges like the need for critical evaluation, communication and development and the right to information information.. Special emphasis is placed on pastoral priorities and the need for pastoral planning planning.. Focus:: Affirms that these mass media Focus “by no means” detract from the importance of alternative media which are open to people’s involvement and allow them to be active in production and even in designing the process of communication itself itself..









The church rather “must take steps to preserve and promote folk media and other traditional forms of expression, recognizing that in particular societies these can be more effective than newer media in spreading the gospel because they make possible greater personal participation and reach deeper levels of human feeling and motivation” Training of pastoral workers and priests to minister to the “information--rich “information and the information--poor information poor..”

Church Communication Structure Hierarchical structure  National Offices  International Offices  Diocesan Offices  Spokesperson/Press Officer  Professional Organization SEE CHART 

Third Part: Challenges of Social Communication Towards Evangelization Media: The Salt and Light of the World (Learning Critical Thinking) Beyond Critical Thinking: The Active Audience Sample Church and Local Programs A.

B. C.

A. Media: The Salt and Light of the World by Fr. Eli Cruz, SDB Presented by: Jofti Villena

Last Part CHALLENGES TO US:

If Christians want to be light and salt of the earth in the arena of media, what can we do?

Media is the strongest human-made force that can

influence people.

It has the power to condition people with false needs and mistaken life models.

Media has been the principal mediator of reality for man.

Media from means (Paul VI)

… to culture

(John Paul II)

It is not enough to use the media simply to spread the Christian message.. It is necessary message to integrate that message into the new culture created by modern communication.

John Paul II

Media Culture: 1.The Medium is the

Message.

self--directed self

… from instruction to construction

Learning is

interactive.

fast--paced fast an MTV and internet style of interacting with information

2. PERCEPTIBILITY & REPUTATION MANAGEMENT

3. The wider the audience, the more attractive the manner of presentation.

Media dilutes the innocence of childhood.

Teach the youth to DECONSTRUCT MEDIA… MEDIA…

to distinguish reel from real…

to put into proper context the myths of media…

But it is not enough to deconstruct media…

ORIGINAL CONSTRUCTION empowers the audience to create their own messages…

With ads that shock to sell. . .

The polarizing ads probably did more damage than anything else to Benetton. (Forbes Global, 19 March 2001)

Benetton’s new advertising campaign features normal, freshfreshfaced teens in sportswear.

What parents should do? Secrets of the Teen Brain: 7 Rules for Parents

SET LIMITS

The most important thing is LOVE, but a close second is STRUCTURE… rules and limits. Be firm, but fair. Secrets of the Teen Brain / 7 Rules for Parents

Media not only reflects, but influences public standards.

Media has a serious duty to uplift, not degrade, popular standards. (Ethics in Communication, 16)

Do nothing. Absorb nothing. Stand for nothing.

USING REASON to young people and allowing young people to REASON OUT…

EXPLAIN YOUR DECISION: Secrets of the Teen Brain: 7 Rules For Parents

As your child becomes more adept at reasoning, it’s no longer good enough to say: “Because I said so.”

reason seen as interpersonal dialogue…

reason as education to depth… reason as initiation into critical evaluation…

reason as personal awareness and respect for individual…

reason as a help to the young person in understanding his inner resources…

B. Beyond Critical Thinking: The Active Audience Print Broadcast (TV/Film) 3. Advertisements 4. Other media forms 1.

2.

The Active Audience
Critical Awareness – being socially aware, critical consciousness on issues.
Call to action, a call to participate and make your being socially aware flow through concrete actions and programs in the community
Maintaining the stance and constant updating and active participation

Print
Letters to the Editor


Young Blood Articles – constant exposure/access to news and other forms of articles

Broadcast
Call the attention of local stations (radio/film) re: offensive media content on radio and television and even films and express your complaints.
Call gov’t agencies like MTRCB and be a watchdog to violating film outfits and malls. Be ready to volunteer help to these agencies.

Advertisements
Call the attention of AdBoard, governing body for advertisements if you think that an ad either on TV/radio or print is violating the ethical guidelines set for ads.
This can be done through filing of formal complaints.

Non-media forms
Forums, debates, focus group discussions and dialogues among you as student seminarians and catechist re issues about media or social issues concerning your community and discuss possible effective campaigns.
Bulletin boards carrying articles on various issues for effective awareness campaign. Other tools can also be used.

Sample/Concrete Programs:
Titus Brandsma Center – Media Program 1. Film Dialogue or other focus group discussion re media content 2. Media Literacy Education or training programs/forums/debates/meetings/ mission conference for media practitioners or even communities.
CBCP-Cinema
Commission on Mass Media and Social Communication, Diocese of Dumaguete

• It was not mere happenstance that the concept of public journalism in the Philippines was introduced to local communities to help them understand the impact of news on their lives and how they can actively participate in developing or building the news agenda.


Communities

Media-Multisectoral Approach to Address Social Concerns








Networking with civic group/s or NGO through meetings/dialogues involving issues (Child abuse) Faced with an issue as glaring as child abuse, the Aklan media eventually realized that the social dimensions of the problem did not allow them the luxury of sitting pat on their civic duty to address it. Impact: Aklan listeners no longer expect to be just entertained but rather be involved in issues.


Connecting with Citizens through Dialogues and Forums
The Visayas Examiner’s initial experiment with public journalism has so inspired editors and reporters that the preparation of every issue is now done with the readers foremost in their minds. The stories that the newspaper’s now puts out are those that tend to explain the issues that the community perceives as important.


Supporting an Agenda for Peace and Development
With peace as vantage point from which to view the war, Mindanao journalists have also shifted their focus away from armed combatants and prioritized what they regard as “the third and most important party drawn into this conflict” – the people.


Taking On Environmental Issues
If there is one thing that the Negros Green Corps learned about doing public journalism, it is that a clear understanding of the nuances and permutations of an issue enables journalists to write stories that better inform their publics.


The Quest for Good Governance and a Green Island
Learning how to preserve harmony and balance community relationships with press freedom is a tricky thing. Unlike large cities where reporters can criticize local officials without worrying about immediate backlash from neighbors, or the relatives of politicians, Palawan is a sensitive community where every little thing becomes a personal issue to most people.

Challenges of the Church. . . A. The Local Churches and Parishes Considerations:

a.

Availability of materials: • Indigenous • Easy to use •

Effective

Examples: • Parish bulletins (announcements, reports on seminars, articles on values, feast days of saints and parish activities, even good homilies) • Black board newspaper • Oral announcements • Text brigade, for those with cellphones • Freedom wall (for the creative youth rather than vandalizing the school and other walls) • Simple newsletter (can utilize recycled papers)

• Theatre groups which can be utilized for dramas, using local/folk stories that can be applied for present day values education like parables (preferably those groups which need revitalizing, reenergizing, the not so exposed drama groups) • Studies/research on the local situation, what are the different folk/traditional media used within the community and think of ways how to relive it for future use.

b. Ability of the Local Church authority (PPC, catechists, lay ministers and church leaders • • •

Training programs sponsored by the parish or given by organizations/institutions for free. Continuous practice of media education in Sunday schools and catechesis. Practice other strategies of teaching especially in catechesis. Make use of dance, dramas, ads/programs on TV/radio/print which can be a source of discussion in Sunday/catechesis sessions (are values presented? How? How are the values relevant in everyday life?)

• Public forums/debates on local issues or issues that need most attention not only by the local authorities but wherein students and the youth can also take part. • Network with neighboring Church leaders and even the youth (Carmel youth). Do activities together to build unity and cooperation.

Workshop Questions: • Workshop 1 Groupings – discuss offensive media content (film, TV/radio programs and ads. • Workshop 2 Groupings – concrete programs and plans for the community.

THANK YOU!!! FROM TBCMP