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 RADIO
AM FM TOTAL

Region 4A NCR 26 24 50
Region 1 Ilocos 34 32 66
Region 2 Cagayan Valley 11 11 22
Region 3 Central Luzon 10 8 18
Region 4 Southern Tagalog 22 16 38
Region 5 Bicol 23 25 48
Region 6 Western Visayas 25 28 53
Region 7 Central Visayas 22 27 49
Region 8 Eastern Visayas 13 5 18
Region 9 Western Mindanao 18 18 36
Region 10 Northern Mindanao 25 27 52
Region 11 Southern Mindanao 32 35 67
Region 12 Central Mindanao 12 10 22
273 266 539
PRINT
Newspaper Readership

50.00%
48.00%
40.00%
30.00% 29.00%
20.00% Total Philippines
10.00% Metro Manila
0.00%
Total Metro
Philippines Manila
 Ownership of Radio and
Television Sets by Household
As of December 2000

Mass Media Total Philippines Metro Manila

Radio 85% 94%

Television 71% 96%
Print 32% 82%
Newspapers 29% 48%
Magazines 10% 18%

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
Top Brands Advertised
Sunsilk 5 5 2
San Miguel 1 2 3
Hope SKMF 15 4 4
 Number of Broadcast Stations
and Channels
As of December 2003 (NTC June 2004)

Radio: Total Philippines Television: Total Philippines

FM 373 39% Cable TV 229 14%

AM 586 61% Public TV 1,421 86%

Total 959 100% Total 1,650 100%

Source: Spirituality & the Media Age by Sr. Consolata

Manding, FSP (SF4)
 Number of Mobile or Cellular Phone
Service Providers and Units
As of December 2003 (NTC June 2004)

Year Number of Number of Users

Service Providers
2001 5 12,000,000
2002 5 18,000,000
2003 6 22,000,000

Projected by end 30,000,000

of 2004
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. Media defined
2. Media and politics
3. Media and academe
4. Media and the Church
5. 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 well-
entrenched.

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 ill-
equipped.

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 Action Position

Trend I
Suspicion and censorship and outside
rejection control
Trend II
Imitation and use at all costs marginal
ambition
Trend III
Critical Discriminating inside
understanding use & compassionate
service
 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 Anti-

Anti-
Christian 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 so-
so-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

A. Media: The Salt and Light of the

World (Learning Critical Thinking)
B. Beyond Critical Thinking: The Active
Audience
C. Sample Church and Local Programs
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, fresh-
fresh-
faced teens in sportswear.
 What parents
should do?

Secrets of the Teen Brain: 7 Rules

for Parents
 The most
SET LIMITS 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

1. Print
2. Broadcast (TV/Film)
3. Advertisements

4. Other media forms

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