MANILA, Philippines — Manila Mayor
Francisco “Isko Moreno” Domagoso aims to
declare the year 2021 as “Visit Manila Year” in
an effort to rekindle the interest of people in the
parks, museums, and other historic sites of the
nation’s capital.
According to Moreno, his administration will
adopt policies that will cater to the needs and
interests of tourists in Manila.
“We will save, we will preserve, we will protect
things that remind us of our past for them not to
be deleted in our memories. They will not be
destroyed,” Moreno said in his inaugural speech
at Manila City Hall on Sunday.
“These will anchor our tourism, transportation,
and environmental policies, projects in Manila to
remind us of our heroes, our history, and our
heritage,” he added.
Among other things, Moreno plans to rebuild the
47 parks and playgrounds in Manila to turn it into
a “city of parks.”
“It is time to reclaim them for our children para
sila at tayo ay may pahingahan — pahanginan at
palaruan. Huwag po nating hayaan lumaki ang
ating mga anak na ang concept ng open space ay
ang lobby lamang ng mga malls,” he said.
[It is time to reclaim them for our children so that
they, and even us, will have places to rest in and
play in. Let’s not allow our children to grow up
with the concept that open spaces are merely
lobbies inside malls.]
In particular, he also stressed his strong stand on
Arroceros Forest Park, saying he would not
exchange trees for concrete.
Former Manila Mayor Joseph “Erap” Estrada had
earlier planned to turn the park into a gymnasium.
Aside from this, Moreno boasted about the beauty
of the old buildings Intramuros compared to
modern glass-and-concrete buildings.
Even the stores in Chinatown, he noted, had more
“character” than those inside shopping malls.
Moreno is optimistic that rebuilding historic sites,
like Escolta and Baywalk along Roxas
Boulevard, will give tourists a glimpse into the
city’s past.
“Manila is a city teeming with history and full of
heritage,” he said. “Hindi tayo makakarating sa
ating paroroonan kung hindi natin pahahalagaan,
kung hindi mamahalin ang nakaraan.”
[We can’t get to our destination if we don’t value,
if we don’t love our past.]
“Makipagtulungan po tayo sa national
government upang buhayin po natin ang lahat ng
mga ito,” he added.
[Let’s cooperate with the national government so
that we could again give life to all these things.]
(Editor: Alexander T. Magno)
 Attitude

What is Berlo’s SMCR Model of One’s attitude in relationship to the

Communication?
Berlo’s SMCR Model of Communication
represents the process of communication
in its simplest form. The acronym SMCR
stands for Sender, Message, Channel,
and Receiver. Berlo’s SMCR Model of
Communication describes the different
components that form the basic process
of communication. Because this
communication tool also emphasises the
coding and decoding of the message, it
can be used for more efficient
communication.
Components of Berlo’s SMCR Model
of Communication
audience, receiver and subject changes
the meaning and consequence of the
message.
Knowledge
Familiarity with the subject of the
message makes communication more
effective.
Social systems
Values, beliefs, religion and rules
influence the way in which the sender
communicates the message, alongside
location and circumstances.

Berlo’s SMCR Model of Communication Culture

includes four components that describe
Cultural differences may result in the
the communication process. The
message being interpreted differently.
different components in the model are
influenced by various factors.
Message

Sender
The message is the package of
information or meaning that is sent from
The sender of the message is the source
sender to receiver. The message can be
who creates and sends the message to
sent in various forms, such as audio,
the receiver. The source is the start of
speech, text, video or other media. The
the communication process and is the
sender of the messages always wants the
person who encodes the message.
receiver to interpret the message in a
Factors that may influence the sender are
certain way. The source’s intention is
also applicable to the receiver. Consider
therefore translated into a coded
how the message is interpreted, for
message. The receiver should
example. Berlo’s SMCR Model of
understand the message with reasonable
Communication identifies the following
accuracy. The message is influenced by:
factors that affect the source:

Content
Communication skills
The content of the message from
Communication skills include: reading,
beginning to end.
listening, speaking etc.
Elements Internet and television. In these cases,
the transmitted information is
Elements are (non)verbal aspects, such assimilated via vision and sound.
as gestures and signs, that may influence
the message. Albert Mehrabian’s
communication model goes into this in Receiver
more detail.
The receiver is the person who receives
and subsequently decodes the coded
Treatment message. In a linear communication
process, the receiver is always located at
Treatment refers to the way in which the
the end. In order to make communication
message is sent, the message’s
as effective and smooth as possible,
packaging.
Berlo’s SMCR Model of Communication
assumes the receiver’s thinking pattern
Structure must be in accordance with that of the
sender. The same factors therefore
As the word suggests, the structure of
influence this component in Berlo’s SMCR
the message refers to the way in which it
Model of Communication. After all, the
is structured.
receiver decodes the message
him/herself and gives it their own
Code meaning.

The code of the message is the form in

which the message is sent. This may
include text, language, video, gestures,
music, etc.

Channel

The channel is the medium used to send

the message. The medium must be able
to be picked up by the sensory system of
the receiver and may therefore involve
vision, sound, smell, taste or touch.
Humans have the following senses:

 Hearing
 Seeing
PHILIPPINE JOURNALIST’S CODE
 Touching
OF ETHICS (1988)
 Smelling
 Tasting I. I shall scrupulously report and
interpret the news, taking care not to
Mass communication always involves suppress essential facts nor to distort
technical tools, such as phones, the
 the truth by omission or improper
emphasis. I recognize the duty to air
the other side and to correct
substantive errors promptly.
II. I shall not violate confidential
information on material given me in
the exercise of my calling.
III. I shall resort only to fair and honest
methods in my effort to obtain news,
photographs and/or documents, and
shall properly identify myself as a
representative of the press when
obtaining any personal interview
intended for publication.
IV. I shall refrain from writing reports
which will adversely affect a private
reputation unless the public interest
justifies it. At the same time, I shall
fight vigorously for public access to
information, as provided for in the
Constitution.
V. I shall not let personal motives or
interests influence me in the
performance of my duties; nor shall I
accept or offer any present, gift or
other consideration of a nature which
may cast doubt on my personal
integrity.
VI. I shall not commit any act of
plagiarism.
VII. I shall not in any manner ridicule,
cast aspersions on, or degrade any
person by reason of sex, creed,
religious belief, political conviction,
cultural and ethnic origin.
VIII. I shall presume persons accused of
crime of being innocent until proven
otherwise. I shall exercise caution in
publishing names of minors and
women involved in criminal cases so
that they may not unjustly lose their
standing in society.
IX. I shall not take unfair advantage of a
fellow journalist.
X. I shall accept only as tasks as are
compatible with the integrity and
dignity of my profession, invoking the
“conscience clause” when duties
imposed on me conflict with the voice
of my conscience.
XI. I shall conduct myself in public or
while performing my duties as a
journalist in such manner as to
maintain the dignity of my profession.
When in doubt, decency should be my
watchword.
This document was drafted by the
Philippine Press Institute (PPI),
discussed and finalized in a
multilateral workshop conference held
during the National Press Week of
1988. The conference was attended by
representatives from the PPI, National
Press Club, Philippine Movement for
Press Freedom (PMPF), National Union
of Journalists of the Philippines
(provisional committee), Kapisanan
ng mga Manggagawa sa Media sa
Pilipinas, Press Foundation of Asia,
and Photojournalists Guild of the
Philippines. It has been adopted by
these and other media organizations,
and has been translated into Filipino
by the Bukluran ng mga
Mamamahayag sa Sariling Wika
(BUKLURAN), a PMPF member-
organization.
Source: The book “Press Freedom: The
People’s Right” by Ed Aurelio C. Reyes,
pp. 169-170.
Retyped for information campaign by:
Gregorio V. Bituin Jr.