Conclusions

Based on the findings gathered in this study, the following conclusions are deduced:
1) Most of the print media practitioners in Albay age from 45 to 55 years old and are male and
married. In terms of their monthly salary, most of the respondents earn at least 10, 000 to 15,
000. The study also revealed that most of the media men surveyed have been in the profession for
more than 10 years. Also, most of them handles the position of being a writer and almost half of
them are doing public relations for business aside from being a print media practitioner.
2) Print media practitioners in Albay are less sensitive in covering issues that are commonly faced in
their profession. Majority of the issues, which includes covering stories dealing with hostage
taking, threats, dangerous situations, compromising news stories in the interest of advertisers,
conflict of interest, reporting on children and exposes on public officials, were taken by the
respondents with uncertainty which is a manifestation of being less sensitive. This study also
showed that the respondents are not sensitive in terms of covering or writing news stories
involving their family. Conversely, the only issue in which the respondents showed sensitivity is
in covering/writing stories about religion.
3) Print Media Practitioners in Albay are less sensitive to the abovementioned issues because it was
not taught in school. Thus, media men in Albay are basing their perception of ethical sensitivity
through empirical experience.
4) Print media practitioners in Albay are less sensitive about the issues in general because they do
not have specific and comprehensive ethical standards to be followed in the province and even in
the country as a whole.
5) The awareness of the print media practitioners on the ethical implications of the issues presented
in this study show that most of the respondents learned it from their editors and colleagues and
not from the academe. Therefore, issues such as these are not tackled and discussed in the
academe which resulted to the poor awareness of Journalism students and print media
practitioners in the province.

6) Although most of the print media practitioners in the province have been in the news industry for
10 years and so, firmness and consistency with ethical practices are not yet developed.
7) Conflict of interest between the respondents job as a journalist and their other commitments such
as doing public relations for business, holding part- time jobs in government agencies or nongovernment organizations and doing commercials for business is at play.
Recommendations
Based on the findings and the conclusions derived from the study the researchers strongly
recommend that print media practitioners should be aware of the Philippine Journalism Code of Ethics
and internationally accepted and used code of standards by big media organizations. Furthermore, a
thorough screening process should be done in hiring media practitioners in the province so that we could
ensure that the information feed on the public is accurate and objective.
In addition, the Journalism Code of Ethics should be revised and improved. It should cover the
specific guidelines about the issues such as hostage taking, threats, dangerous situations, compromising
news stories in the interest of advertisers, reporting on children, conflict of interest, exposs on public
officials, family and religion that are commonly faced by journalists most especially writers. Also, the
importance of ethical sensitivity needs to be made clear to all media professionals. This can be done
through training, workshops and publications which would enhance all media professionals
understanding of why ethical sensitivity is so important.
Editors and journalists should be given training in how to use this Code of Ethics in order to
ensure that all media actors comply with the standards. If possible, priority may be placed on training
editors or others who are in charge of editorial decisions. This training should also include the importance
of the media to act ethically, including the importance of ethical reporting as a long-term investment in
sustaining readership.

The researchers also recommends that colleges and universities offering Journalism and Mass
Communication courses should equip their students by injecting ethical sensitivity to the lessons being
taught especially in Media Laws and Ethics subjects. More importantly, professors and instructors
handling subjects on Media Ethics should have a full understanding of the subject matter so that he or she
can effectively impart the skills, knowledge and values that are needed in the Journalism profession and
to prepare the students in facing actual predicaments in the media industry.
Books
Malinao, A., 2009. Journalism For Filipinos
Hanson, R., 2005. Mass Communication: Living in a Media World, McGraw-Hill Incorporated
Watson, J., 2008. Media Communication: Introduction to Theory and Process, p. 52- 53
Rest,J.R., Morality in Handbook of Child Psychology, Cognitive Development,P. Hunssen , p. 195-211
Weaver, K., Morse, J., Mitchman, C., 2008. Ethical Sensitivity in professional practice:
Concept Analysis, Journal of Advance Nursing, vol. 62,no.5, pp.607-618
Tirri, K., Nokelainen, P., 2007. Comparison of Academically Average and Gifted Students
Self-Rated Ethical Sensitivity, Educational Research and Evaluation, vol. 13, no. 6, pp. 587- 601
Sirin, S.R., Brabeck, M.M., Satiani, A. Rogers- Serin, L., 2003. Validation of a
Measure of Ethical Sensitivity and examination of the Effects of previous Multicultural and
Ethics Courses on Ethical Sensitivity, Ethics and Behavior, vol. 13, no. 3, pp. 221235
Shaw, W. 1999. Wadsworth Publishing Company, p. 4
Solomon, R., 1984. Morality and Good Life, New York: McGraw-Hill p. 3