Summary

Impact of Media and Communication in Selected Urban And Rural Communities By the Titus Brandsma Center-Media Program

Introduction Rationale. Since the 1990’s, media and information technologies take prominence in searching, forming and influencing public pulse. A literary search yields that only one significant work on media’s influence of public opinion was made in the Philippines in December 1993. Yet, media and its influence on culture is one of the most widely written about and discussed subjects across the world. As media becomes the instrument in globalizing the world into one village, in producing society’s leaders, in depicting government’s frequent & endless power struggle, and in challenging traditional institutions of power, like church, government, school, business, etc., a study on the public “reception” of this role must be undertaken. The study at hand is meant to provide data that can serve in educational programs that will aim at the formation of a more critical and perceptive audience of mass media. In the year 2000 the Titus Brandsma Center-Media Program undertook a 3-month study of media and communication trends, issues & needs from the perspective of media practitioners. As this study addresses the public “reception” of the mass media, it is as well an instrument by which “feedback” on this earlier study can be gathered. The data this study provides can also serve as mirror for those media practitioners whose interests goes beyond the so-called “ratings” but for whom public “reception” by itself has also a critical value. Taken together with the earlier study this study will provide as well conclusions that can guide a critical self-reflection among media practitioners.

Objectives. We make a distinction between internal objectives, namely objectives that are consistent with the constructs, the data, the analysis and the conclusions of the study itself, and external objectives, that is those objectives that might prove their validity in the way the study is being used in programs towards critical self-awareness among the recipients as well as among the media practitioners.

2 Regarding the internal objectives: This study is aimed at getting the pulse of the public on media issues. Specifically, this is conducted to: 1. Find out the access to and use of media of selected sample, this in accordance with various socio economic classes and according to three categories of Media access. 2. Identify the level of trust and confidence of selected sample to national/local media in general and to media practitioners. 3. Find out the awareness of sample on the powers and influence, that means: a. the powers and influence at work in the media; b. the powers and influences that make use of the media. 4. Find out the relationship between media access and public opinion on social and political issues. 5. Find out from sample their understanding of the Church role in media Regarding the external objectives: The study, further, aims at providing firm results that can be the base: 1. To form kernels of critical pro-active media audiences; 2. To serve as guide towards critical self-awareness for media practitioners.

To whom is this study addressed? •

•

• • •

The Basic Christian communities (BCC) as these communities can be considered potential kernels of critical media awareness. More specifically those communities where the research was conducted. Those Non-government organizations (NGOs) for whom media are a significant instrument to create awareness about the issues those NGOs are committed to. The Churches in general in as far churches have written into their mission to contribute to a critical wariness in society at large. Media practitioners in general, both institutional and individual, who share the concern about media’s critical role in society. The Titus Brandsma Center-Media Program to review its vision, mission and program.

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Findings 1.0

Profile of Respondents Majority (53.08%) of the respondents belong to households with 5-9 members. More than sixty four percent (64.17%) are female respondents. Majority is married (69.08%). In terms of employment, a third claims to be self-employed, another third are dependents and the rest are government employees, employed in private firms, farm owners and tenants, and manual laborers. A little more than one-third of the respondents are aged 12-29 (youth sector); while near half (43.08%) of the respondents are of prime age (30-49 years). The remaining percentage is the respondents with age 50 and above, a considerable (20.08%). This could mean that the respondents came from three perspectives: almost one third of the respondents are born at least 50 years ago, when media and communication instruments were not as often relied on as those born in the last couple of decades (aged 12-29). The other third are born during the onset of electronic media and technology. In terms of religious affiliation, 83.75 percent professed the Catholic faith. There were 3 respondents from the Islamic faith. In terms of Class, more than half belong to the DE class (57.08%), or those with income less than 3,000 pesos a month, and has two or less media instruments at home. There is a small sample of AB class (4.5%); while the rest belong to the C class. It must be noted that this Class sample is not necessarily reflective of the nation’s class segregation, as the areas surveyed were pre-selected according to the areas where the results of this study are to be used for specific project/program. For example, Sibulan, though a community categorized as rural, has a number of respondents from the AB-class because it’s very near (less than 10 kilometers) to an urban center, Dumaguete City. The people’s access and exposure to media could almost be the same as those whoa re living in the urban centers, as media and communication infrastructures are present (cable TV, internet/online facilities, etc). . In terms of degree of media access, more than half of the respondents (51.33%) are medium users. This could mean, they accessed not less than three media instruments in not less than a week. For example, a respondent would access TV, and radio everyday and read the newspaper every week.

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Table 1: Class and Degree of Access

EXPOSURE

HEAVY MEDIUM LIGHT total %age

2.0-3.8.6

AB 24 22 8 54 4.5

CLASS C DE 140 86 254 340 67 259 461 685 38.42 57.08

TOTAL

%age

250 616 334 1,200 100.00

20.83 51.33 27.84 100.00

Accessibility, Frequency and Programs (According to Medium) Most of the respondents have access to television with 1,134 (94.51%), followed by radio with a close 1,120 (93.33%). Movies came in next with 918 (76.51%), then newspaper with 914 (76.17%). A percentage of 147 (12.25%) went to Internet access.

The following medium with the corresponding findings are presented in a descending manner—most to least access: A. Television. As most respondents have access to television often on a daily basis (751, 79.30%), thus, it was considered as the primary source of information by 696 (58%). Their access to television made respondents patronize “news broadcasts” as their preferred type of program with 606 (50.50%). Television never fails to give entertainment, as respondents were also fond of variety shows (204, 17%) and movies/showbiz news with 177 (14.75%). Access on a daily basis (79.30%), would only mean that most own a television set, regardless of class. Some 118 (12.46%) respondents access it as much as 6-2x a week, 56 (5.91%) on a once a week basis and 22 (2.32%) access it once a month. Accessibility and frequency of exposure to television made it as a number one source of information.

5 Although, respondents are more from the DE class, majority still manifested ownership of an audio-visual set since 860 (71.67%) of the respondents watch television at home, through the neighbors place with 167 (13.92%), concluding, that they are those without television sets. More to being the no. 1 medium, television cuts across socio-economic boundaries. The rapid emergence of cable television these past few years caused a stir to the media industry. With the number of cable station rising to a total of 217 stations throughout the country in 2000, its penetration has likely been a threat to the regular stations. Answering to demands of audience for alternative stations/programs, regular television stations put up their own cable stations, moreover, to keep up with the competition. The following are the breakdown of cable stations according to regions: Luzon Regions Region Cable station 1 11 2 49 3 14 4 84 5 10 CAR 19 187 Total

Regi

Visayas Regions M Region Cable station 6 2 7 41 8 No data 1

Mindanao Regions Region Ggggggg Cable Sta station 9 3 10 5 11 7 12 6 13 3

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Source: Philippine Information Agency (PIA) 2000 Philippine Media Factbook

B. Radio. The next most accessible medium is the radio with 1,120 (93.33%), almost the same percentage as that of television making it as the second source of information. Like in television, respondents patronize “news broadcasts” as their preferred type of program in radio (649, 54.08%). Also, radio fits as an entertainment medium—349 (29.08%) of respondents listens to music and entertainment (FM) while 150 (12.50%) follows a drama series mostly delivered in AM stations. Although, television is gaining wider reach of total Philippines and with the advent of increasing ownership, radio still is an effective media to reach

6 Filipinos even in the remotest of areas since it is a regional medium. Each region has their dominant radio stations scattered all over the area. In the national data, radio penetration reaches 85% of total Philippines, this confirms why most have access to radios even in rural areas, within the confines of home (1,054, 87.83%), in the car (17, 1.42%) and workplace (49, 4.08%). But, this research doesn’t have data to confirm percentage of ownership, if respondents listening to radio in car or workplace own a component at home. Another commonality between television and radio is that radio is also a medium meant to be accessed daily with 813 (67.24%). In a descending order of percentage pf access: 6-2x a week with 177 (14.64%), once a month with 144 (11.91%) and once a week, 75 (6.20%).

C. Movies. Another accessible media form is the movies (918, 76.51%) with 620 (51.67%) of the respondents watching movies at home and 176 (14.67%) at neighbors’ place. The fact that only 10.17% watch a movie in the theater is less significant. Television is easy accessible; it also offers the possibilities of using a VHStape or VCD/DVD, etc. In the cities’ theaters are more accessible. City culture differs from rural culture. The psychology of the moviegoer is moreover different from the psychology of the watcher at home. The reasons for watching a movie in the theater are also different. Most respondents enjoy movies with heavy or melodrama plot (481, 40.08%), action movies appeal to them with 337 (28.08%) and comedy is quite an entertainment for them with a share of 167 (13.92%). D. Newspaper. With the rising popularity of audio-visual forms, print media readership decreases, particularly, the newspaper; although access is at 914 (76.17%). Only a third source of information with 76 (6.33%) respondents reading, the proliferation of newspapers and other print materials did not do much in drawing the attention of people back to reading and relied on television and radio news programs for updates. Occasional buyers are prevalent (497, 41.42%), those who buy newspaper only when needed, maybe for an assignment in school or work or if there is a

7 probing issue that caught the attention of the readers and followed through the trail. An example was during the impeachment trial of former President Estrada where most newspapers, even magazines reached the peak of circulation. Those respondents who have a fleeting fancy of reading the newspaper just borrow instead of buying (212, 17.67%). Only a sure 205 (17.08%) are regular subscribers of newspaper and presumed to be reading it the same time. Unlike TV and radio, newspapers are meant only for occasional consumption for the respondents. Most of them open their newspaper only once a month (284, 31.73%) while 258 (28.83%) do it once a week, 188 (21%) are daily readers and 165 (18.43%) reads 6-2x a week. Confirmed by the national data, which show only 29% total newspaper readership in the Philippines. This manifest that in the Philippine culture reading is not a popular hobby among Filipinos especially now that audio-visual forms are relied upon and are more developed as part of technological breakthroughs. As one of the sources of information for respondents, headline/straight news are the sections (977, 81.42%), which are first to be read followed by the entertainment section-showbiz/comics/horoscope (123,10.25%) and lastly, the commentaries with 72 (6%).

E. INTERNET. Access is done mostly in rental centers (94, 7.83%); in a workplace (39, 3.25%); very few (14, 1.17%) subscribe to an Internet service provider (ISP). Internet access is still weak. This is emphasized by the lessening of the frequency of exposure: once a month (72, 45.28%), to once a week (48, 30.19%) to 6-2x week (159, 20.75%) and daily (6, 3.77%). Mostly, Internet is only used whenever there is a purpose for e-mail with 89 (7.42%) out of the total coverage of respondents accessing the Internet (147, 12.25%). Twenty-seven respondents (2.25%) respondents who use the Internet are those fond of entertainment sites followed by those who read online newspaper (22,1.83%).

Advertisement At the time of the research, among the most widely remembered ad is PLDT (Billy) with 25.51% votes.

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This is being confirmed by the national figures. Among the top ten product categories, communication and business machines rank first over a 3 year period. PLDT has one of the many commercials (in series) to be aired on TV and oftentimes captures the attention of the audience. Who can forget the guy named Billy and the phrase “Kung saan ka masaya suportahan ta ka.” That gave Christian Vasquez his break. Respondents remember the advertisement as amusing (65.31%). But 19.21% cannot indicate they have “no reason at all or do not know why I like it”, while 26.25% did not state any answer to the question. Audience’s response to commercials is apparently without much critical discernment.

4.0


Perceptions of Credibility

REPORTS’ FAIRNESS Six hundred fifty-eight respondents perceived news reports as presented by different media stations as fair (55.16%). All class brackets share the same trust to news reports as this shows: for AB, 26 (48.15%), C, 260 (55.44%) and DE, 372 (54.70%). Meanwhile, heavy and medium users were skeptic about the truthfulness of news reports with 71 (27.84%) and 134 (52.55%) respondents believed that these reports are bias. Majority of light users have their faith with 50 (19.61%) of them saying that news reports are fair enough.




REPORTERS Majority respondents (676, 56.43%) of each class believed that reporters make a thorough check before presenting their news while only 419 (34.97%) having their doubts. However, the AB class percentage is a little higher for those who believed that reporters only do some checking, 25 (47.17%) and a close 23 (43.40%) for those who strongly trust that reporters make thorough checking before reporting their stories. In terms of degree of access, each represents a level of trust. For heavy users, they do believe that reporters only make a little checking, 92 (21.96%). Dominating medium users believed that reporters do thorough checking, 212(52.07%) and light users gave

9 their strong doubts by assuming that reporters do not check their information before presentation with 40 (38.83%).


MEDIA REPORTS When asked if media reports are credible, 557 (46.57%) of the respondents approved to this while a significant 452 (37.79%) were undecided. The AB-class was expressing its undecisiveness with 25 (46.30%). While C-DE class voted that these reports were credible 219 and 317 (47.50% and 46.27%). Heavy and medium users were undecided with 100 (22.12%) and 240 (53.10%) respectively. However, a close 279 (50.09%) of medium users believed in the reports’ credibility. Light users also manifested their belief in the reports with 168 (30.16%).




MEDIA PRACTITIONERS Most of the respondents (575, 48%) now, felt that media practitioners are credible. Though, a significant 467 (38.98%) were again undecided and only 156 (13.02%) expressed their doubts over the media practitioners’ credibility. The AB-class was undecided over the issue with 26 (48.15%). C-class was very optimistic with practitioners’ credibility reaching to a 225 (48.80%), also, the DEclass with 330 (48.18%). Meanwhile, heavy and light users share the same opinion of not accepting the credibility of practitioners with 36 (23.08%, heavy) and 46 (29.48%, light). Medium users were undecided getting 248 (53.10%) followed by a close 291 (50.61%) for those seeing them as credible.

Access to Media Outfits and Use of Media Services When asked if respondents do give feedback to media companies/stations (by writing the editors, or appearing to media station, etc.), 83.33% of the respondents answered “NO”. Again, those availing the public service portions of the media programs are very minimal (17%). However, 84.75% would discuss reports from the media with their family members and co-workers. Further collation of the data revealed a trend. (See table 2 below) The lower the class of the respondent, the lesser s/he would go to media stations to avail its public service programs; and the lesser s/he would spend time to discuss media reports with his/her family. This point strengthens the observation that not only there is a weak feedback mechanism from media audience to media producers; the DE class

10 seems to be less “involved” in media-fed issues. Explanation for this is that for people to react to media requires an active involvement. It requires critical thinking and a system that would facilitate feedbacking like for instance mail services. There has been for several decades a strong culture of protest! Thus, this cannot mean to underestimate the Philippine audience capability for critical thinking or being critical. But to react not just on an issue in the media, but on the way media present an issue, requires a particular attitude. The Filipino reacts emotionally. It has been observed that the Filipino is not critical in an intellectual and reflective manner. To go to the media is not only a concrete step, but it is also a quasi-intellectual and reflective act. That people are not passive recipients is actually confirmed by the fact that many discuss media reports in the family/co-workers. Their percentage is almost as high as that of those who say that they would never give feedback or go to the media. On the other hand, data mention quite an involvement on the side of the audience with the print media, although it is not clear from the data how many of those who gave feedback belong to the section ‘letter to the editor’. Table 2: MEDIA USE AND ACCESS: ACCORDING TO CLASS (IN PERCENTAGE) Feedback to media Going to media Discussed reports to CLASS family/coworkers

AB C DE

Yes

NO

Yes

No

Yes

No

20.37 6.74 13.74

79.63 93.26 86.26

33.96 17.17 15.62

66.04 82.83 84.38

87.04 88.48 82.19

12.96 11.52 17.81

In terms of the degree of media access, those who are heavy users of media discussed the reports/issues from the media with their family and co-workers than those who are lightly exposed or those with minimum access. (See Table 3 below) Table 3: MEDIA USE AND ACCESS: ACCORDING TO DEGREE OF ACCESS (IN PERCENTAGE) Feedback to media Going to media Discussed reports to DEGREE OF MEDIA family/coworkers

ACCESS HEAVY MEDIUM LIGHT

Yes

No

Yes

No

Yes

No

22.50 11.53 13.81

77.50 88.47 86.19

19.60 16.10 19.13

80.40 83.90 80.87

88.31 84.81 82.28

11.69 15.19 17.72

11 The stories that are most remembered during the period of the study are stories carried by the national media particularly on ERAP’s trial and corruption stories with 21.58% followed by the peace and order stories with 21.17% and natural disaster stories with 13.88% These top stories at that time are major issues tackled at that time with the rigid follow-up coverage—stories written and produced in different media publication and stations and the daily coverage on ERAP’s impeachment trial have the viewing public glued to their television sets, radio and newspapers. They are bombarded with these everyday, which made them remember all these stories. On the other hand, disaster stories possess a distinct quality, which make readers /viewers remember them. Human interest particularly touches the senses of viewers specially if the casualties involved a large number of casualties. Perceptions on the power of media In the over-all findings on the perceptions on the power of media, there is a strong adherence to the role of media in the society, particularly; those of educational and reaching out to the poor as far as class groupings are concerned. In the degree of access, the educational role of media received an equally strong applaud from the respondents while on the issue of media helping the poor, heavy, medium, light users are divided (even more hard to quantify). Dominant are medium users who manifested undecidedness but with a close percentage for those who acknowledged the help of media to poor people. Heavy users strongly laud media on this role, however, light users see otherwise. The general impression of the respondents where government issues/politics are concerned is the exact opposite of their impression on Church. In terms where politicians and government leaders are concerned, the respondents view them negatively when they come into the picture. Accessing of media to propagate their personal gain/interest is the main thinking of the respondents. They felt that government leaders tend to pamper themselves with self-projection and promotion for the purpose of magnifying their political careers, and not for the common good of the common “tao”. Whereas, if church people are involved in media work, there tendency of the respondents to think that these people are propagating their personal interests in no longer there since it is already deeply instilled in their minds that the Church and its people are promoting worthwhile causes for the public. The statement, “Catholic Church is working for the poor,” received divided stand. In terms of degree of access, most heavy and medium user-respondents were negative about the statement but also evident are significant percentages conforming to this while the light users made a strong stand of agreeing. Another negative feedback is that the data revealed the hesitancy of respondents to approve of religious involvement to political issues because for them, the Church has its own responsibility to face, which is “spirituality” and political issues must be handled by the government.

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The data also revealed that respondents are more satisfied with their parish priest’s performance than GMA’s performance as President that deserved a school of thought.


FREE MEDIA In the degree of media access, this question left most respondents with medium and light access undecided with 53.38% and 30.83% respectively. Heavy users with 25% account for those who believed that free media does not exist in the Philippines. Close percentages of those who believed in its existence from each user were also observed: heavy-21.25%, medium-51.42% and light 27.32%.




POOR Most respondents agreed to the statement, “do media help the poor” with 66.83%. All class groupings have the same high percentage for this level of agreement. While 20.25% remained undecided on this matter and 12.92% disagreed to this perception. More specifically respondents from Class C dominate, on believing that media helps poor people with 69.56% followed by the DE class (65.45%) and the AB (61.11%). These figures manifest the great amount of trust given by majority respondents to media in this regard by all class groupings considering the close difference of each figures presented. In terms of degree of access, heavy users think that media do not help the poor accumulating a large percentage of 22.58%. On the other hand, medium users expressed undecidedness with 52.26% over those who believed in media helping the poor (51.99%). Light users like those of the heavy users do not believe in this power of media with 29.03% of them saying “no”. In the figures, looking it closely, AB-heavy users are likely to have a relapse on their trust in the power of media in terms of helping the poor with only 58.33% while DE-light users have a strong belief with 64.20%.




POLITICIANS In this area more than half of the respondents expressed conviction on media as to being used by politicians to their own interest with 52.34% followed by 28.63% undecided respondents and 19.03% believing otherwise. Majority of respondents in each class brackets agreed to this. More than half of the medium users were undecided on this issue, however, a close percentage of 51.04% believed that media is used as a machinery by politicians. Heavy users share this same thinking with 22.97% majority and light

13 users represent the majority of those positive about media being free from the claws of politicians (33.33%). The respondents perceived the role of media in educating the youth as positive. They believed that media educate the youth to become responsible citizens of this country with 71.55%. All class groupings have the majority believing to this power that media has on education with very high percentage (AB-66.67%, C68.40%, DE-73.69%). Heavy and medium users adhered to this view with 21.30% and 52.19% respectively. Light users, on the other hand, were undecided with 33%. Though it is also good to quote that 48.12% of the medium users, also a considerable figure was skeptical over this role. These figures show a strong acceptance of the media’s role in education and the positive outcome of which, claiming that youth will be responsible citizens of this country. The positivism is high both in class and degree of access.


ELECTIONS Majority of respondents believed that media coverage help in electing good officials with 57.84%, undecided respondents account for 21.97% and those who do not acknowledge the help accumulated 20.19% of the respondents. High percentages of acknowledgement account for the majority respondents to each class [48.15% (AB), 62.77% (C ), 55.29% (DE)]. More than half of the medium users do not see this help of media with 52.52%, the same as the light users (31.93%) accumulating majority of this respondents though only a 0.01% difference of the medium users were undecided (52.51%) over the issue. Heavy users acknowledged the help with 23.90%. These figures show a strong acknowledgement of the help that the media coverage bring to the people during elections, in reference to class. While in the degree of access, there is a strong hold on the media not doing such help in electing good officials and next to this, a large percentage of undecided respondents are reflected on the data.




BUSINESS An astounding 36.15% of the majority respondents were uncertain about this issue whether media serve the interests of big business with most respondents in each class voted for the undecided category (AB-38.89%, C-35.22%, and DE36.57%). Although closed to these percentages are those who believed that media support big businesses (AB 33.33%, C 35%) while the DE class took on the more optimistic side with 35.67% saying “no” and only 27.76% adhering to the belief.

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Medium users again dominated the undecided votes with 54.91% followed by a close 51.92% not believing on serving interests of big business. However, majority of heavy and light users asserted this baffling observation with 20.82% (heavy), 29.04% (light).But mentioning the close percentages of those still believing to the integrity of media serving the interests of the majority might be a sign to wake our hopes and uplift our spirit (20.72%-heavy, 51.92%-medium, 27.36%-light).


GOVERNMENT LEADERS In terms of government leaders doing media work, respondents were turned off with the idea with 41.33%. Even all the class groupings were consistently high to voting “not admirable”. Class AB had a 57.41% share of respondents not agreeing to the idea. C-class got a 45.53% with those voting also for the same category. While the DE class received a 37.26% level of disagreement. Heavy users expressed their disgust over this idea reaching 24.39% majority while the medium users remained undecided at 54.26% and light users opted for government leaders doing media work with 31.27%. Again, medium users manifested a close percentage to those who are undecided with 51.41% expressing their irritation over the idea while 48.84% laud these government leaders.




CHURCH Almost all of the respondents perceived church people as admirable while doing media work reaching a 42.85%. But among these respondents, the AB class didn’t share the same thought with 39.62% of them not admiring these church people. Heavy users did not found church people doing media work admirable with 22.95% and 20.03% accounting for those who see these people admirable. Medium users strongly laud these church people doing media work with 53.44%, though, a close 50.97% do not admire them. Light users presented a majority of undecided respondents with 31.70%, next to it was 26.52% accumulation of respondents’ admiring these church people.

Perception of Social Issues


DEGREE OF OPTIMISM A considerable percentage of the respondents felt uncertain of their lives’ condition in the coming three years (36.42%).

15 Class AB, C and DE respondents share the same dilemma of uncertainty though class C was more optimistic with their views, 23.48% expressed that their lives will be better in the coming three years. The AB and DE class felt that their lives would just be the same with 22.22% and 24.38% respectively. The DE class, however, showed a sign of pessimism with 20.75% of the respondents expecting their lives to worsen in the coming years. In totality, 23.71% of the respondents were assured of having the same life condition, 20.70% was expecting a better life and 19.28% felt that it would become worse in the coming three years. Among the optimists, light users (25%) were more optimistic than the heavy users (22%). In other words: access to media has a positive effect as far as the negative outlook on life is concerned, and only a slight negative effect where it concerns a positive outlook on life.


POLICE INVOLVEMENT IN CRIMINAL ACTIVITIES Again, on a per class basis, AB and C class expressed their doubts on the integrity of the police force with 49.02% (AB) respondents believed that 50% of the force is involved in criminal activities while 34.12% of the C-class believed so. In total, garnering a considerable 32.18% of the respondents, still believed otherwise, that only 10% and below of the police force are involved in criminal activities. However, only few points away, 30.06% of the respondents showed also their distrust, that 50%+ of the police force are into illegal activities. Others remained on the safe side with 20.24% expressing that 25-50% of the force are involved and 17.53% said that 10-25% are the only ones engaged in such activities. Heavy users of media were aware of the criminal involvement of the police force with 25.63% of them strongly believed that more than half are involved. Though, a significant percentage of the respondents expressed hope that only 10% of the police force are engaged in such activities – 55% are medium users, 29.74%, light users.

The same findings are also reflected in the Media Survey done in the Cotabato province (March 2001). In it’s finding, media reports on policemen particularly the view that rogue policemen prevail is clearly pronounced among heavy media users than among the other categories of users. This is a negative projection for the police force. Heavy users are of those respondents who are well informed because of their access to media, which means they are critically aware of the fact that police engaged themselves in criminal activities and the reports their getting are from various credible sources. Media reinforce certain perceptions regarding the police. This should, of course, be indicative for the national and local government in charge of the police force in the first place. But it is also indicative as well as for people’s sense of security and their confidence in what they can expect from law

16 enforcement by the government. This has implications not only for government officials, but for social services, for education and churches as well. For media the data suggest a double responsibility: to contribute real security and safety of the populace by exposing and cracking down on abusive officers and to promote objective reporting and not to add to people’s insecurity by sensational and alarming stories.


ON CORRUPTION More than half of the respondents with 55.01% disagrees with the statement that, “corruption is a reality of life,” 33.05% of the respondents believed otherwise and conform to the idea. The rest were undecided (11.94%). AB-DE classes manifest parallel order of ranking for each level of conformity. When asked if respondents conform to the statement, “corruption is a reality of life,” most heavy and light users were undecided, however, medium users agreed to this. Though, also evident is a significant portion of medium and light users disagreeing to this reality. Data suggest that respondents believe that something can be done about corruption even through their perspective of change within the coming three years is dim.




GMA’S PERFORMANCE During the research period, almost half of the respondents expressed that they are not satisfied with the performance of the President (47.41%) with all the class groupings sharing the same opinion. However, a considerable percentage of the DE class remained undecided (28.07%) for this matter. In totality, from the first 6th to 8th month of GMA’s presidency (July-September) only 27.34% of the respondents were satisfied with her performance. With regards to the President’s performance, more were undecided whether she is performing satisfactorily or not – 53.31%, medium users; 30.46% light users. Only a part of the respondents conformed that she is working satisfactorily – 23.55%, heavy users. Regarding the parish priest’s performance, 69.21% of the respondents showed their satisfaction. A significant drop, with 17.15% of the respondents expressed dissatisfaction with their parish priest’s performance. Still, only 13.64% remained undecided. All AB-DE classes share the same order of ranking for each level. Meanwhile, heavy and medium users of media were more certain with the performance of their parish priest as very satisfactory with 21.52 and 51.75% respectively.

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ESTRADA’S OUSTER The ouster of Estrada through EDSA 2 made an impact as majority of the respondents (49.54%) consider the event as right. Though, there were others who believed otherwise and see it as unfair with 27.27%. Still, a part of the respondents (17.68%) were undecided and a very minimal percentage of 5.50% of the respondents does not know anything about the issue. An irony, though, more medium user-respondents were still left undecided whether Estrada’s ouster is right or unfair with 55.66%. Light users of media felt that they were not knowledgeable enough about the issue to make a stand while heavy-user respondents were certain that the ouster is justice enough (25.08%).




EDSA 3 After EDSA 2 came EDSA 3. Respondents were asked if the participants of this event have done a just act or do they consider it as a wrong move. Majority considered it as wrong earning a significant 52.64%. Less than one-fourth of the respondents say that it was a just act (21.83%) and the rest were undecided or do not have any knowledge about the issue. Likewise, data revealed that results on the survey regarding Estrada ouster is parallel to results regarding EDSA 3 with again medium-users were left undecided (55.31%), light users do not know anything about the issue (51.28%) while surprisingly 25% of the heavy users believed that it was a just act. But, of course, a notable 52.63% (medium users) expressed that it was a wrong move.




PEACE NEGOTIATION From the AB-DE class, respondents sound very much in favor with peace negotiation over military action in resolving peace conflicts earning a significant 73.60% followed by respondents unsupportive to the idea garnering a 15.79% low. Others were either undecided (8.02%) or do not know anything about the issue (2.59%). With respect to peace negotiation efforts in resolving peace conflicts, a high level of conformity was earned with the heavy (21.68%) and medium users (52.78%) agreeing to this effort over military action while light users, as usual, expressed their lack of knowledge over the issue. But it is worthy to note that significant percentages of heavy and medium user-respondents were not conforming to this effort and support otherwise – 20.10% and 50.79%.




RELIGIOUS INVOLVEMENT ON POLITICAL ISSUES

18 When asked if religious involvement on political issues is necessary, majority of the respondents disagree with the idea (58.41%). More than one-fourth of the respondents, on the other hand, saw the necessity of religious involvement (29.87%). Again, others were undecided about the matter or show no knowledge about the issue. Respondents expressed very different views on the religious involvement on political issues. Most medium-user respondents (53.22%) were positive about this idea – of the Church taking part in such issues but note that also more than half of these respondents (51.86%) disagreed. Heavy users were undecided about this and light users remained consistent with their claim of not knowing enough.


ON THE CATHOLIC CHURCH’S BIAS FOR THE POOR The statement, “Catholic Church is working for the Poor,” accumulated 65.07%, which means respondents strongly conform to this, while 14.81% expressed their disagreement and 20.12% were undecided. Majority of the heavy and medium user-respondents were negative about the statement, “Catholic Church is working for the poor,” – 23.29%, 51.70%. Also evident are significant percentages of those conforming to it with 21.22% for heavy and 51.10% for medium users. Light users made a stand of agreeing to the statement with a huge 66.49%. The rest were undecided about it.

ON UNDECIDEDNESS Generally, the conclusion based on the data revealed a trend. The degree of media undecidedness increases with less access. Lack of knowledge about certain issues makes it difficult to weigh one’s perspectives and finally, make a stand. To explain further, while the respondents are exposed less to television, radio and newspapers, they are prone to encounter difficulties in a making critical analysis of certain issues. Therefore with this dilemma, they cannot make their own assessment of which stand they opt to choose leaving them undecided. Through news and public affairs program, columns and opinion pages of newspapers, it helps one to be informed, updated, understood, get different sides of the story, take a peep on various point of views shared by big names or even commoners. With this, the audience becomes confident and leads to a deeper assessment of how he/she responds to his/her own perspective and critically analyze the points of the issue, balance it with the pros and cons and come up with his/her own point. One of the finding on social issues, when respondents were asked about how they see life in the next three years, the data reflected a high percentage of undecided respondents. This would mean that respondents have little certainty over those things they have less control. Although the focus is on life, the respondents are well aware of factors that can

19 affect its condition—better or worse. Respondents see their lives as dependent on how the government maneuvers its direction to reach the ideal living condition for its constituents, which is characterized by security – economic security and peace and order. Next, the President’s performance also got a high percentage of undecided respondents, mostly the medium and light users. This only shows the relation of how respondent see their lives condition in the coming years with the fact that they don’t even know if they are satisfied with the President’s performance. This is one aspect that they have less control unless they do something that would eventually lead to social change. Might be that people are more certain if they see them working for their course specifically, the President. But if this is not the case, and with people less confident of their President, either they keep mum and wait for them to do their job or do something to make them cut to their job now! “Corruption is a reality of life.” This is one statement that respondents are undecided about. With less exposure or access to media, respondents would not be able to hear or read the essential points of issues would not be able to disable the respondents to look into the statement further and analyze with the knowledge on the points. Also, this is again one thing difficult since this is something that is out of their absolute control. Might be that respondents do not believe the statement or strongly disagree with it but perceived otherwise since almost all engage in such activities even those politicians. Culture Values and Media. The relation between media and values is mutual. Media have influence on values. Whether this influence is perceived positively or negatively, depends on the actual value system that are operating in the people responding to the media at a given period of time. Meanwhile, however, these value systems are also changing. Media will have also a definite influence on these changes in value systems. In this research we can only gage some of the perceptions people have on the influence of media on their existing value systems, and whether they appreciate these influences positive or negative. As it turns out, even when people perceive the influences of the media on their value system as negative, there is apparently no correlation between these negative judgments and the degree of use of the media. This is an intriguing observation.


MEDIA AND RESPECT FOR VALUES IN GENERAL When statements are formulated in an absolute way, one could expect a strong agreement or disagreement. though 55.46% disagree with the statement that “people have lost all sense of value because of media”, the more remarkable is the fact that still 25.77% of the respondents agree and that a non insignificant 18.77% are undecided.

20 While medium users (51.28%) do disagree more than light users (29.32%) and heavy users (19.40%), one can also say the other way around, that medium users agree more (50.48%) than light (23.62%) and heavy (25.80%). Both figures confirm that the statement represents a strong and controversial opinion regarding the relation between the respect for values and media. This is further confirmed by the fact that those who are undecided strongly represented among the medium users as well (52.89). Under the light users the number of those undecided is much higher (29.33) than the number of those who agree (23.62%). Yet, an equal number disagree (29.32%). Differences in appreciation of certain values according to classes show no significant difference among those who disagree and those who agree. There is only a slightly higher number in the C class (29.07%) - <24.07% (for AB) and 23.68% (for C)> – who are undecided.


WITHOUT MEDIA In general 58.05% of the respondents agree with this statement. Among heavy users 66.25% agree, while 27.08% would disagree. On the other hand, the percentage (49.23%) of those among the medium users who agree with the statement comes closer to the percentage of those who disagree (42.11%). Among the light users the difference is significantly bigger than among medium users: 53.31% agreeing, while 39.45% would disagree. The relation between the two opposite positions is relatively similar to the position taken by the heavy users. Does that mean that both, heavy users and light users, attach equal value to media in life? If so, do they do so for the same reason? That the respondents feel strongly on this issue is confirmed by the fact that the number of undecided turns out to be very low for all groups. The ‘undecided’ count for the heavy users only 6.66%; for the medium users a slightly higher 8.65%; and for the light users a middle of 7.22. It is also remarkable the differences when one looks at the class background. In the AB classes 57.40% agree that “life without media would be boring”, while in the C class as many as 64.09% agree with the statement. In the DE classes there is a slightly lower percentage of respondents (53.41%) who express their agreement. The same strong opinion, however, is being found among those who disagree almost equally divided over all classes; AB counts for 37.03%; and DE for 38.27%, the C class is only slightly lower with 30.17%

21 This unwavering position pro or contra is again confirmed by the fact that only very few in all classes are undecided on this point: AB 0.05%; C 5.72%; DE 8.30%.


MEDIA’S EMPHASIS ON CELEBRITIES ‘Celebrity’ plays a quite dominant role (32.64%) in the respondents’ imagination, though a significant number (19.53%) hesitates. On the other hand, many (47.83%) do make a clear distinction between a ‘celebrity’ and a person of importance. The divide among the various categories of users is more or less equal. But among classes the differences are more obvious: the number of those who agree with the statement increases in numbers from AB (22.22%) to C (33.19%), to DE (33.09%). On the other hand, the number of those who disagree with the statement decreases from the AB (61.11%) to the C (52.40%), to the DE (43.73%). This actually confirms the earlier perception that the lower classes, but more in particular the C class, are more inclined to identify a ‘celebrity’ with a person of importance. Among the C class one finds moreover the lowest degree (14.41%) of ‘undecidedness’.




SEXUALITY AND MEDIA On the question whether there is too much emphasis on sex because the media respondents have strong opinions too. While 50.38 % of the respondents do agree, a substantial 33% also disagree. Only 16.62 % are undecided. In contrast it is, however, noteworthy that a substantial number of respondents (58.53 %) at the same time agree that media have a positive role for sexual education. Only 22.41% disagree, and 19.06% cannot decide. In terms of media exposure, however, there is a surprisingly low 2.45% of the heavy users who agree that ‘there is too much emphasis on sex because of media’. Which may tally, to a certain degree, with the 23.28% among heavy users who are in agreement that media has a positive role for the sexual education of the youth. For medium and light users the figures are more in line with the earlier data: 50.75 for the medium users and 24.71 for the light users.

22 In terms of class the data show a high rate of agreement (61.11%) in the AB class, slightly going down to 55.43% in the C class and 46.12% in the DE classes. The number of those who are ‘undecided’ reinforces that impression: 5.56% for AB, 13.48% for C, and 18.89% for DE. Yet, here again, there is a high level of agreement that media have a positive role in sexual education. There is only a slight difference between C (61.87%) agreeing in contrast to AB 51.85%, and DE 56.81%. And further a more remarkable percentage of those ‘undecided’: 21.67% DE, 18.52% AB, and the lowest for C, namely 15.25%.


MEDIA’S EMPHASIS ON INDIVIDUAL RATHER THEN SOCIETAL CONCERNS I take it that the underlying question concerns the perception whether media promote or contribute to the growth of interest for individual success and diminish people’ sense for social responsibilities. There are quite strong opposing perceptions on this statement. In total 43.27% agree, while 33.08% disagree. Yet, a significant minority (23.64%) is undecided. In fact, the divide of those ‘undecided’ is rather minimal between the class categories: DE (25.62%); AB (24.07%); C (20.61%). Moreover, it is noteworthy that the medium users (54.06%), and the light users (31.10%), belong to those who are undecided. The uncertainty is confirmed as well, when we look at the degree of media exposure among the heavy users: those who agree form 24.32% and those who do not agree form an equally significant 19.44 %, while there is a lesser 14.84% who cannot decide. The C class stands out as agreeing with the statement with a solid 50.00%. A relatively lower 29.39 do not agree, and a 20.61% do not decide. The same is true for the medium users where there is 50.58% agreement, but here there is an equally strong 51.51% who disagree. And a 54.06% who are undecided. Strengthening this impression of uncertainty is the fact that among the light users 29.04% disagrees and 31.10% are undecided.




MEDIA AS A MEANS OF STRENGTHENING NEIGHBORHOOD The figures on this issue manifest clearly less uncertainty, as they appreciate positively the connection between media and neighborhood. A 54.36% agreement places a 24.79% undecidedness and even a 20.85% disagreement in the shadow.

23 It is remarkable that the agreement increases from 42.59% (AB) to 54.74% (DE) to 55.16 for the C class. More remarkable is the 52.08% for the medium users, versus a 27.43 for the light users and a 20.49% for the heavy users. The disagreement is equally revealing: 33.33% for the AB, 21.10% for the C and 19.71 for the DE. On the other hand, among the medium users there is again a strong divide: while 52.08% agrees, 53.01 also disagree, and 49.32 are undecided.


MEDIA’S IMPACT ON FAMILY TIME Somehow in line with the previous statement one can read as well the responses to the question whether quality time with the family has decreased because of the media. More than half of the respondents (56.95%) disagree. That means they do not see media as causing less sociability in the family. Yet, there is still a substantial 26.63% agree. They consider media having a negative impact on the communication the family. One may say that the number of those who are undecided (16.42%) is relatively small in that context. On the other hand, the picture apparently changes, when we look closer at the variants in media exposure and in class background. The heavy users with 20.44%, and an even greater percentage (56.29%) among the medium users, positively agree that quality time with family has suffered because of the media. On top of that 23.27 % among the light users too did agree with the observation. This almost equals the figures of those who do not see a negative impact of the media on the family: 49.41% for medium users, 28.23% for light users and 22.35% of the heavy users. Yet, an equally significant number (51.02%) among the medium users, as well as a remarkable number among the light users (34.69%), remain undecided.




RESPECT FOR AUTHORITY Less respect for authority is necessarily a negative value, especially when one links it with the question whether people think more independently because of media. Less than half of the respondents (45.62%) disagreed that people would have less respect for authority because of media. Quite a number (20.24) doubt whether this is the case. However, still some 34.15% agree. The figures do not differ very much in the different classes. Yet, there is a slight difference for the DE classes with 46.99% disagreeing and the relatively highest number of undecidedness. While the AB has the relatively highest number (38.46%) saying that people have less respect for authority because of media,

24 there is also a strong 40.38% disagreeing with this statement and 21.15%undecided. Again the majority of those agreeing (49.88%) or disagreeing (52.86%) is being found among the medium users. Yet, 50.42% of the medium users are also undecided On the other hand heavy users tend to agree with a not insignificant 23.45% that there is less respect for authority because of media, while an almost equal number (21.25%) are undecided. Among the slight users the number of those undecided is slightly higher (28.33%).


MEDIA AND SELF-SUFFICIENCY The number of respondents who perceive media as a positive factor in making people to think for them self is remarkably high with 65.91%. Among the medium users a close 51.33% agreed. But also a 56.68% is undecided. For the heavy users the percentage is: 20.20% agreeing, but a 25.91% disagreeing, 18.18% undecided. For the light users the numbers are almost equally divided among those agreeing, disagreeing or undecided. More striking is that all classes almost equally agree with a high percentage (between 69.23% and 64.13%). In all classes we also find an equally low percentage of disagreement (between 18.74% and 17.31%). A slightly higher percentage (17.57% versus a 13. +) among the respondents turns out to be doubtful. In other words, though media may have a positive influence in creating critical awareness among people, one should be critical when it comes to people’s ability to think for themselves because of media.

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