Paulo D.

Salada BA Mass Communication- I

Comm 100 July 30, 2012

Philippine Media:

PERIOD SPANISH

MODEL 1. Authoritarian 2. Libertarian

REASON/S 1. Media at that time served and supported the Spanish state. It carried news about the SpanishAmerican war, to the Spanish Cortes and the general was the editor, news from the mother country for the benefit of the Spaniards in the country. And censorship was later implemented. 2. Publications in that time were revolutionizing, more on checking and criticizing the government.

EXAMPLE/S 1. Del Superior Govierno 2. La Esperanza, Diario de Manila, La Solidaridad, Kalayaan, La Independencia, El Renacimiento & El Comercio

AMERICAN

1. Libertarian

1. Media build its reputation on its fearless crusades against

1. Philippine Free Press, Pacific Commercial Company, Hale

government corruption. And advertising and commerce started to evolve in this period. MARTIAL LAW 1. Authoritarian 1. Media during this period were controlled by the president himself. It was then prior to censorship and was privately owned. And they dont have the right to check the government.

Shoe Company and etc.

1. Daily Express, Kanlaon Broadcasting System/ Radio Philippines Network, & Philippines Herald

EDSA 1

1. Social Responsibility

1. Public opinions were aired and everyone was involved in the media. And everyone executes freedom of expression for the benefit of everybody.

1. Radio Veritas, Malaya, Manila Times & Mr. and Ms. And other local radio stations and newspapers.

EDSA 2

1. Social Responsibility

1. Everyone has the freedom of speech for the betterment of the society. The mass unites resulting to coup

1. ABS-CBN, Sun Star Daily, Sun Star Cebu, The Freeman

de text, broadcasting and a wider view of journalism. TODAY 1. Development Communication 1. Nowadays focus is the social transformation and development. The fulfilment of basic needs and human development avoiding monopolies and government propagandas.

& Inquirer.

1. ABS-CBN, GMA, and all other newspapers, radios, & networks, local and national.

What model of the press does the modern media belong? Our media for today belongs to the fifth theory of the press which is the Development Communication. Its focus is the transformation among the society of Filipinos with their fulfilment of their different needs avoiding those monopolies and propagandas by the government. This theory combines the positive aspects and negates the negative features of both. Media practitioners are now free to express their insights and thoughts. The exchange of thoughts was perfectly executed by the UPLB College of Development Communication and DZLB which are the same with Canadas Farm Radio Forums that helped in the societal development.

How are we going to evaluate media in the Philippines? There are many different ways to evaluate the media. Two of these perspectives are the market model and the public sphere model. The market model is the dominant perspective within the media industry. Its similar to most economic measures of firm, namely in its emphasis of profit analysis. Its useful as media firms often act as typical companies, raising capital, competing with other media firms for market

share and developing new products, with the results affecting investors, employees and audiences. As such, the market model can explain why certain firms behave in certain ways at certain times and places. A firm that offers a product exactly identical to those of other firms within a given market cannot charge higher prices for that product than do the other firms, lest they repel customers within that market. For example, in the New York City metropolitan area, the telecom company Verizon is gaining customers from other companies by offering almost exactly the same channels as those other companies but at lower prices. There are advantages to society if media firms operate as businesses, namely efficiency, responsiveness, flexibility, and innovation. One such example is CNN, which became the model for many other news networks. However, the market model can be limited. Society as a whole has an interest which transcends profits. Therefore, the market model can be complemented by the public sphere model. Since the market is based on consumer purchasing power, the market view can deviate from the democratic ideal of equal opportunity per person; markets are undemocratic since those with wealth can have more influence within the model. Private media can also, at best, not hurt or, at worst, harm democracies as it makes more business sense to sometimes grab hold of consumers attention by pandering or shocking them; with respect to social morality, markets simply meet demands, and usually have no concern for public welfare. Therefore, profits cannot be the sole sign of a healthy media industry, and a slew of other public interest criteria, like diversity and substance, need to be used to assess its health. The limitations of the market model can be rectified by the public sphere model. In the public sphere model, the media is evaluated by the extent to which the public interest is served. This model is very conceptual in that it is difficult to concretely analyze. But generally, the media is a public force: it is both vital to dynamic democracies and authoritarian control within totalitarian systems. The public sphere then meets social needs by providing a valuable resource to all regardless of the ability to pay. One such example is the United Kingdoms BBC, a publicly-supported broadcasting company. As a student, I can evaluate media by dealing with it in good ways, in the right ways and in a responsible manner. Because the effect of mass communication/ media depends on how you use it and how you would balance its existence. Evaluating is somewhat like checking yourself after a long day and probably you will ask yourself- what are the activities Ive done this day?, Was it right or wrong? or maybe if so, what would be the possible alternatives I will

do if I will meet again this situation tomorrow?. Therefore, I can evaluate media by means of controlling, balancing and responsible attachment to it. Does Philippine media has also its own strengths and weaknesses? All creation in this world has its own strengths and weaknesses-said Aristotle. Philippine media is not exempted in this particular matter. This is quite common to all country and is present in every form of media nowadays like in newspaper or in magazine; in radio or in television; and in the internet or in a web. On the other hand, this issue universally tackles in relation to the usage of media that somehow serves as the root of the different effects to the society that is either good/bad or in regards with strengths or weaknesses. Lets us first examine the underlying strengths of every form of media followed by the weaknesses of it. First thing we will discuss is the newspaper. As we all know, print media first evolved before those media which are now in the form of gadgets, and newspaper starts struggling for its fame and usability these days. But newspapers also contributed to the wellness of the public such as promoting unlimited ads and daily news. It is pretty accessible to the public for readers "shop" the paper when they get ready to buy. The news and the ads are tangible, thats why people can bring it wherever he/she desires or in other words, newspapers are transportable. In addition to it, newspapers suggest little waste coverage, safe and you get what youve pay for (the information). The dark part of the newspaper is that, yes you get the information you want but its very difficult to convey emotion and sympathy of the public especially when it tackles the issue of donations or community service. Moreover, it is not intrusive and its hustle for a person to buy everyday a newspaper that he/she can disregard which later results to the decrease of its circulation nationwide. Next is the radio. It is often called as the theatre of the mind. Now, its better than the newspaper because it is intrusive and readily catches the emotion of the public because of its vocal way of communicating them. It supplies valid information to the community that could be in the form of entertainment or in a serious way which breaks the boredom for those who access it. The weakness of the radio is that the information it offers are not retrievable unlike the newspaper. Also, if you miss a part of the information because you are distracted to something, you cant anymore replay what the announcer had said. And maybe the reason behind listeners were distracted to the news is because of the long commercial breaks that somehow extract the focus of the one listening. Television acts as the most persuasive medium of communication for it is visible and most of Filipino houses have it. It is the best way to promote a product, patriotism and campaigns for it is credible and is present to all. Besides, television offers direct information and

current news because it is in the real time, and it catches the attention of the many that results uniform emotion of the public. It was stated that it was in a direct form but it doesnt mean that it always reach the best prospects. Another is, news and information are limited because every second costs when a slide starts to air in television. Additionally, too much enhancement with it would primarily result into time shifting, very time consuming and money wasting because of the high electric bill. So with the internet, we can communicate whenever and wherever we want as long as you are connected to it. The good side of it includes communication and studies where it is often refer as the information super highway. Internet is just like a summary of all the forms of media, you can watch and read news into it; you can listen to a radio through it; and you can buy and sell goods into it. The bad parts of it are simply the result of the improper use of the net. There you get different porn videos on YouTube, malicious comments on Facebook, unusual fashion and lifestyle, and sound tracks that convey people to betray his God- like Lady Gaga. As a whole, media played a significant role in the Filipino society most especially in the teenagers of today. It serves as our means of enhancing information from the different part of the country even if we are not there. It gradually turned bald and boring society into an enthusiastic and a valuable one. For a mass comm. student, it is really important to be in touch with the media and the daily news in the country for it served as our feed for consciousness and entity. Suddenly, a problem comes again addressing to the improper use of it which may result into the devastation of the minds of young individuals and the declination of moral values among users. I learned a lot in this discussion that in using media, you must reconsider its weaknesses so that you can understand also its strengths and could evaluate if you are doing the right or the wrong one. Like a small wound, if you will tolerate not to treat it immediately, it will become infected and this infection can harm other parts of your body that will sooner result to death. If we want to have a better media, then we should start it within ourselves. How can Philippine media serve the Filipino society better? Philippine media can serve Filipinos better by means of doing their very best to render service towards the society without the touch of biases and prejudices. In this modern generation, intrigues and coalitions are everywhere and media falls in between. So, media must to take part of its responsibility to deliver news that sees everything in black and white. It is also their duty to give necessary information to everybody by making the public impassive to different news supplied. Broadcast and print media in the Philippines have always been regarded as allies and protectors of the masses. They feed the public information that otherwise would have been

hidden away by politicians, schemers and dark elements of the society. For the ordinary Filipino, the media is the only reliable source of information. It is his "hero". But in here comes the problem. Because the media is put in a pedestal, there is an unconscious stereotype that media men are heroes and politicians or government officials are the villains. And so in a way, the public almost always tend to believe the media. Even if the news is only airing an "alleged anomaly", to the minds of the people it is real and proven. "After all, media men can't be wrong, they are the good guys." And yes, in case you are wondering, media men can be wrong. And even if they are right, the negativity and passivity that it results to is not good for the nation. E.g. "I am poor because there are a lot of corruptions in the government. Its not my fault. Its the government that should be changed, not me. If that happens, my life will improve. I dont have to do anything." As what Ive been seen and observed in the Philippine news centres like TV Patrol and 24 Oras, bad news were normally discussed leaving the good news fall from behind. Maybe, the best way to solve this problem is to balance the content of the report as a whole that, if they put bad news in a row, there must be equal good news of those. Sometimes, news updates in the Philippines put into a clich that people who are watching will derive into passivity, but its good to see that they put a twist on how to deliver news more interesting such as the Star Patrol and Chika Minute. If media men really want to serve society, they should focus on "encouraging" people to do the little things to improve our country not on "over-exposing" government faults. Encouraging people may not "sell" as much as the "blame game", but as if the intention is really to help, then journalists should be able to handle lower sales or ratings. In my opinion the Philippine media can serve the society better if it becomes more responsible about what they air. Radio and TV commentators like Anthony Taberna should not just always complain and complain. Rather, they should suggest a realistic solution to the problem. I hear a lot of journalists criticizing the President on why the quality of life of Filipinos has not changed. But scientifically speaking is the quality of life of every Filipino really controlled by the President? I believe it is in the hands of the individual himself. My point is that, sadly, the media is the fuel that makes the "blame game" machine turn. If the masses keep blaming the government and not do anything by themselves, then our future will be as bleak or even worse than today. I am not saying that the Philippine media is the sole cause for all of this but it is also undeniable that it contributes to the negativity and passivity of Filipinos. There should be a paradigm shift in the way we do broadcast and print media. We should be more positive, more encouraging. Focus should be on convincing the masses to discipline themselves in little ways.

No amount of "over-exposure" of government faults can ever solve a problem. But I bet if we try my suggestion, change for the better is on the horizon. If we change the masses, we change their choices, we change the kind of people we elect, we make the government better. To serve society better media should stop trying to breed negativity. It should focus on changing the masses. Luckily, documentary reports were born to rescue people in need especially for those in the rural areas and to execute the great contribution of media towards the dying society of Filipinos. An example of this are iWitness and Rated K which aims to help people and to render service by stating the conditions they are encountering and further create a solution through the aid of the public/company. This kind of method can make people believe that media is still there willing to help and to sympathize them. By this, media can elaborate positive prospects to the viewers and made them change their views about what is really the job of media in this world. A reaction paper on Mideo Cruzs POLETEISMO These are not intellectually inspiring times for Catholics in the Philippines. It began with the imprudent reactions of many of them to the proposed reproductive health bill, followed by wild-eyed demonstrations against the proposed divorce bill, and, lately, with foaming-at-themouth panic over an art exhibit at the Cultural Center of the Philippines. Cruzs collage included posters and images of Jesus Christ, the Holy Family, Barack Obama, crucifixes, crosses, phalluses, and condoms. The editorial denounced his art work as a sacrilege, blasphemy and an attack on the Church. Cruz envisioned idol worship in Philippine history and became the object of a modern form of the inquisition. For me, the issue is not bad or good because the issue is freedom especially of expression and of religion; and that blasphemy is still free speech, and free speech is for the thought that we hate. They affirmed that the traditional functions of art and speech are -to unsettle, disturb, even offend-, if not to provoke or anger. History validates Cruzs thesis. Religious worship is originally based on magic, legends, myths, superstitions, and polytheism on the worship of celestial bodies, the earth, humans, ancestors, sexor almost anything that has to do with life. On the other hand, Cruz made use of his freedom in the wrong way and in the wrong place for Philippines is a Christian country. His art really dont please me because of its irreverent and insensitive to the feelings of many. Of course as a Catholic, I was hurt when he made my Lord a shame on the eyes of people. I know that this is a democratic country that everyone has the freedom to express their insights but the problem is, Cruz doesnt use it with discipline. And that relates to the problem of our nation today. If we really want change and

progress be with us, then why should not start from ourselves? Why should not be in the same point of view? Why should not use values in every work that we do? My mom told me, If you dont have something good to say to your fellow, then you better close your mouth and observe. If the intention of Mideo is only to express art, I could consider that as his valid reason. But if he use his art as a protest, then its the time for me to judge and critic him. Many individual had raised their voice to react in this dilemma and we must note that vox populi, vox di which means the voice of many is the voice of God, Himself. Art, like beauty, lies in the eyes of the beholder. From the same window of Mideo Cruz, many stare at blasphemy; some see mere art or idolatry. Others discern, with the image of Christ and the phalluses, unbridled population growth, overly taxing the carrying capacity of this poor country. Some relate the condoms to the RH bill to mitigate the situation. Some others believe that the conservative Catholic Church as constituting a tentative block to progress. When a free society gives in to this threat from the religious, it hinders free speech. The problem is made worse because too few speak about it. The more people speak out and express ideas, the better. Free expression reduces the threat but could possibly spark a threat, too. And it depends on how you use your freedom because if something is wrong and people would react to it, its their right to be heard that really matters most. We must learn in this incident that we must be careful in whatever we do to avoid conflicts with the other. Are the media also obliged to serve as guardians of public morals or do they push standards of public taste to new levels? For many years, media served not only as a channel of information but also a vessel of values to the public. To test, are they obliged to possess morality? Probably, yes. Like a president of a certain country, he must show the public his descriptive values for him to be respected. He should prove to the public that he has those as the most influential person of the country. The behavior and the actions of his people depend on how he influences the public and on how he leads the nation. So with the media, being the central influence on the human society is obliged to serve as guardians of moral values in the community. To be socialized means not only to show camaraderie to others but also to be keep in touch with your morals and to maintain it all the way through the end. Base on Maslogs book, media can negate the teachers lessons to students about peace and justice, productivity and nation building, and clean and moral relationships between men and women. By which, violence and cruelty in the movies and the abuse of women make the viewers more objects of sex than persons with dignity. This is the foundation of true meaningful development communication that recognizes the value of freedom and

responsibility. True freedom always goes with the corresponding responsibility, purpose and direction. Besides all the diverse users of the media, you can also seek the variety of products endorsed in the world media. Through which paves way to media to be called the melting pot of commerce and advertisement. As years pass by, media evolved from simple to more complicated form of communication that results to a higher level of standards in the view of many in the world of business and fashion. Lifestyle is also affected with this kind of advancement, from the old styles to the modern styles and gradually returns to the basic and old styles, e.g. skinny jeans. Not only lifestyles were greatly affected by it but also in the world of drama, theater, politics, and even in beauty, media had changed the perspective and the views of man towards the above mentioned. Therefore, media have considerably changed the environment in which children and adolescents view life. As a summary to this topic, media as a whole must show positive values because they are watched by many and is imitated by many. It is really not easy to use the media for it trades awareness and responsibility of maintaining moral values over the attachment to it. That is why the government of the people gave alternatives to preserve it like banning sites that could possibly influence the principles of the users. Since users are keeping in touch with the media, they are the one who will be affected in terms of the gradual shifting of standards of anything in this world. REFERENCES: 126 The Inquirer, Nelson D. Lavia, nlavina3@fastmail.fm The Inquirer, Bill Ibaez, billibanez@yahoo.com Allan Espinosa, Sydney, Australia, aespinosa@y7mail.com http://home.mywebsearch.com/ http://google.com/ Communication, Values Society; Alexander G. Flor; Development Communication: A

Fifth Theory of the Press?; pp.44-53 Philippine Communication Today, Crispin C. Maslog, A Brief History of Philippine Mass

Communication pp.3-46 & People Power 1 and 2 pp.76-122 Philippine Communication Today, Crispin C. Maslog, Mass Media and Values pp.123-