First Part

Media Awareness:
Basic Information on the
Philippine Media Set-
Set-up
by Jofti A. Villena

Titus Brandsma Media Program

Research Phase 2:
The Philippine Media Trends,
Issues and Needs
(a survey on perceptions of media
practitioners)
Reflections of the Study:
1. Media defined
2. Media and politics
3. Media and academe
4. Media and the Church
5. Media and their needs
Conclusion of the Research:

1. Media practitioners

First impression

Second impression

Third impression (neutrality)
2. Philippine Catholic Church
3. Education--Academe
Education
 Number of Broadcast Stations
and Channels
As of December 2003 (NTC June 2004)

Radio: Total Philippines Television: Total Philippines

AM 373 39% Public TV 229 14%

FM 586 61% Cable TV 1,421 86%

Total 959 100% Total 1,650 100%

In 2003 - 539

Source: Spirituality of the Global Media Age by Sr.

Consolata Manding, FSP (SF4)
 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

 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 of 30,000,000

2004
 Second Part
The Concept of Social
Communication
by Jofti A. Villena

Source: Communicating
in Community
by Franz Josef-Eilers,SVD

“We celebrate the blessings of speech, of hearing, 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..”
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
 FABC 7th
Plenary:
Church
and
By: Fr. Christian Social
B. Buenafe, Comm’n
O. Carm in Asia

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 and Communication

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
Media is the main
highway to realize
our mission.
FABC 7th Plenary: Church and
Social Communication in Asia
by: Fr. Christian B. Buenafe, O. Carm

1.Basics for Social

Communication in Asia
2. The Communication Dimensions
of a “New Way of Being
Church in Asia”
3. The Spirituality of
Communication in Asia
A Reminder to the bishops by
Pope John Paul II
That on them “rests the responsibility
for fostering, with wisdom and fidelity,
the most suitable means for
communicating the Gospel to the
various Asian cultures.”
 Inter-Mirifica
paragraph 3
The Catholic Church was founded by Christ
our Lord to bring salvation to all men. It feels
obliged, therefore, to preach the gospel. In
the same way, it believes that its task
involves employing the means of social
communication to announce the good news
of salvation, and to teach men how to use
them properly.
 1. Basics for Social
Communication in Asia
1.1 Christian Communication flows from the Most
Holy Trinity

The Trinitarian life of Father, Son and Holy Spirit
is in its essence communication. Communication
is the unifying bond among the Persons of the
Trinity. Because human beings are created in
“his image and likeness,” they are able to
communicate. Any human communication rests
in this theological fact.
1.2 Christian communication serves
evangelization and development.

In continuing the revelation and incarnation the
Church communicates in word and deed
Gospel values in the service of humankind.
1.3 Christian communication is social
communication.
1.4 Christian communication is person-oriented.

“We are not to lose sight, however, of the truth
that it is the person and not the technology
that is the best means of communication
especially in Asian cultures.

For Asia, being a religious continent, our own
religiosity is the best means of communication.
1.5 Christian communication has a positive approach.

As believers, we should have the confidence that
we can face this problem - that we can educate our
people so that they will allow themselves to be
nurtured by what is positive in the new media
culture but will firmly reject anything that does not
correspond to true Christian faith and to traditional
Asian values.

1.6 Christian communication in Asia is dialogic and

creating relationships.

“Home of the great religions, Asia and its
evangelization call for dialogue as a way of life.”

Interfaith cooperation in communication activities,
because it affects religious communities in Asia.
1.7 Christian communication helps through
education to build awareness for seeing the
way media represent reality,

and thus contributes to a more mature and
positive approach to a modern communication
environment.

1.8 The public image of the Church and Christians

is very often the first “communication” to a non-
Christian environment.

"For building a coherent identity it is necessary
to effectively establish relationships within the
Church through communication which is
transparent, dialogic, and marked by candor."
 2. The Communication Dimensions of a
“New Way of Being Church in Asia”

2.1 Christian communication aims at community

building because the Church in Asia is a
communion of communities. "We need to create
a new style of leadership which is enabling and
facilitating, being real leaders and not mere
followers.”
2.2 Christian communication reflects a truly
participatory Church, "where the gifts that the
Spirit gives to all...are recognized and activated."
Are we really seen as people of
God, praying people, Spirit-filled,
dynamic, evangelizing and mission-
oriented? Do we share God's love
and concern with the people we
work with?"
2.3 Christian communication is witnessing
and dialogic.

"For her internal and external
communication the Church needs to
move beyond teaching and preaching to
being a dialogic and communitarian
Church."

2.4 Christian communication is prophetic.

The Church "should be a 'leaven of
transformation in this world and serve as
a prophetic sign to point beyond this
world'
In what way are we crying out like the
prophets with conviction, and in a convincing
manner? . . . Are we seen as standing with
people crying out for justice, harmony,
equality, ecology? We should not cry over
unsolvable problems of our countries . . .Filled
with such riches, the Church should think of
herself as a giving and not only a receiving
community. We should perceive this as a new
call to integrate Gospel values into the "new
culture created by media"
 3. The Spirituality of
Communication in Asia
3.1 All spirituality of Christian communication "flows
out of the communication of the Holy Trinity."
3.2 Jesus Christ as the "perfect communicator" (C+P
11) is the model for all Christian communication.
3.3 "Any spirituality of communication is first and
foremost expressed through the witness of life" (cf
Evangelii Nuntiandi, 41). (BM'97, 1)
3.4 The Christian communicator is a Spirit-filled
person.
5. Considerations for Planning and Work –
FABC Concerns

5.4 Church communication in Asia promotes

formation and training

5.4.1 “. . .That basic training in the principles

and methods of mass communication be
part of seminary studies, in preparation for
their ministry in a world so profoundly
influenced by communication in its myriad
modern forms.”
5.4.3 Communication/Media Education

“Media Education, understood not simply as skills
training but as awareness and understanding of the
representations of reality generated by a media-
shaped society, is for all: bishops, priests, religious,
seminarians, lay leaders, parents, teachers, youth,
children, NGOs and grassroots. Hence, media
education ought to be an integral part of any
pastoral plan. For this, curricula, syllabi and
programs need to be elaborated.
- to make Media Education and Communication
Awareness Education mandatory at all levels,
especially in seminaries;
- to organize a national association for Media
Education;
- to arrange training of trainers.
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
man-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.
THANK YOU!!!
FROM TBCMP