government media

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Government Media: Rewriting Their Image and Role

Philippine media, particularly broadcasting, present a unique case in East Asia. Where most

of the broadcast stations are either owned or controlled by the government, the Philippine

media landscape is dominated by commercial or privately-owned establishments which are

committed to free press and to social responsibility but depend on advertising as lifeblood.

Another unique feature of our media system is the friendly co-existence of private

(commercial) and government media outfits. Among the major government media channels

are Peoples Television Network Inc. (PTNI), Philippine Broadcasting System (PBS), and thePhilippine News Agency (PNA).

The government also controls a number of "sequestered" publications, radio and TV stations

that are suspected to be part of "hidden wealth" of the Marcoses and their relatives and

cronies. Among these are the Philippine Journalists Inc., which publishes Journal

newspapers and magazine, Radio Philippines Network and Banahaw Broadcasting

Corporation.

Government media also receives support from related agencies such as the Philippine

Information Agency and Radio-TV Malacanang.

Many of these government-owned or controlled media establishments were formerly part

of the elaborate, well-funded and nationwide media infrastructure set up by the Marcos

government to prop up its image and support its so-called "New Society."

Is there a need for government media?Public information is a critical part of governance that could be effectively channeled

through government media. This is because public information creates awareness and

generates acceptance of government policies and programs if used effectively. It also

mobilizes public participation in development works and improves the image of

government. It will be difficult for private (commercial) media to discharge the above

functions as they essentially play a watchdog if not adversarial role towards government.

Likewise, the use of commercial airtime and space can be very expensive for government to

sustain.

The Marcos regime convincingly illustrated the ability of government media to promote

development and its so-called accomplishments. But the regime abused this power by

institutionalizing a Marcos personality cult as well using a big portion of meager government

resources for propaganda.

When Corazon Aquino assumed the presidency after the 1986 People Power Revolution,

the new government was poised to privatize government media. But after a series of coup

attempts, the need for a strong government communication and information machinery

was recognized. A media infrastructure would undoubtedly enhance the capability of the

government not only to communicate to the public and gain its support but also to counter

anti-government propaganda being initiated by groups representing diverse ideologic

political stances.

Another argument to keep government media infrastructure is for these channels

serve as "alternative" to the highly profit-oriented media system. The latter are domin

by entertainment programs that hardly provide messages on livelihood, health, educa

science and technology, culture, etc.

The capital intensive nature of media inevitably resulted in their control by the

economic elite. The voice of the silent majority is seldom heard on important local, na

and global issues. Government media channels are also ideal venues for popular or

pluralistic expression of views and opinions by all sectors, particularly the marginalizeWhile the need to keep government media can be rationalized, there is no assura

that government media would play the role envisioned for them. Today, there are ser

efforts by the Estrada government to review the role of government media and put in

the needed policies for them to serve the alternative channel they are envisioned to b

The Peoples Television

Peoples Television Network Inc., (PTNI) was created through Republic Act 7306 by then President Corazon C. Aquino on March 26, 1992. PTNI replaced the Marcos-cr

Maharlika Broadcasting System. Among the functions of the PTNI are:

1. To serve as an effective medium for national unity and political stability by reaching

much of the Filipino population as possible through the effective use of modern

broadcasting technology;

2. To serve as a vehicle for bringing the government closer to the people in order to entheir awareness of the programs, policies and thrusts, and directions of the governme

3.To ensure that the programs broadcast by the network maintain a high general stan

in all aspects and, particularly, in respect to their content, quality, and proper balance

educational, news, public affairs, entertainment, and sports programs; and

4.To serve as an effective outlet for alternative programming.

In accordance with its role as an "alternative" to commercial stations, PTNI puts

emphasis on education, cultural, news/public affairs and sports programs.

To improve the technical quality of i ts programs and widen its reach, PTNI upgrade

network facilities, set up new provincial stations, and increased the power of existing

stations. State-of-the art digital equipment was also installed to improve audio-visual

capability and provide immediate live coverage of news-breaking events. At present, P

has 20 provincial stations nationwide.

But while RA 7306 provided equity funding to the network, it also stipulates that n

funds from the General Appropriations Act (annual national budget) will be provided f

operation. PTNI has to raise its own resources through advertisements, blocktimers, a

other sources. In this sense, PTNI is still "commercial." This lack of financial resources

affected PTNIs effort to provide real alternative programming. To ensure adequaterevenue, it has entered into a contract with the Philippine Charity Sweepstakes Office


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the airing of the daily lotto and weekly sweepstakes draws and lately with PAGCOR for the

daily Bingo Pilipino game.

Despite limited resources, PTNI is still able to produce quality news, public affairs and

educational programs. It continues to broadcast three telecourses for teachers namely:

elementary science, chemistry and physics through the Continuing Education Program for

Science Teachers Via Television (Constel). In cooperation wit the Philippine WomensUniversity (PWU), the network airs a weekly graduate distance education course for

teachers.

Various sectors, including some legislators, are now calling for the transformation of

PTNI into a Public Broadcasting System (PBS) similar to the PBS in the United States and theBritish Broadcasting Corporation (BBC). The proposed PBS affirms the principle that

communication and information are a national resource to be harnessed for nation building.

It will be autonomous and independent of government although it would be funded partly

from regular government budget and through priority rights to broadcast production

services for public corporations and government agencies. Dependence on advertising is to

be avoided if the PBS is to be anything different from the private commercial networks. The

proposed PBS programming would focus on education, news and public affairs, culture and

arts, among others.

The governments voice: Philippine Broadcasting SystemRadio was introduced in the country in 1922, but it was only in September 1946,

immediately after gaining independence from the United States, when the Philippine

government operated its own radio station through KZFM. This station started in May 1945under the United States Office of War Information. KZFM (which was renamed DZFM in

1947 as provided for in an international telecommunications conference) became the

nucleus of what is now known as Philippine Broadcasting System.

The countrys Department of Foreign Affairs first operated KZFM until it was

transferred to the Radio Broadcasting Board in 1952 which later evolved into the Philippine

Information Council. When the Council was abolished only six months after its creation, the

Philippine Broadcasting Service (PBS) was born under the Office of the President.

By 1960, PBS operated two radio stations in ManilaDZFM and DZRM and five radiostations in the provinces (DZEQ Baguio, DYMR Cebu, DYCI Iloilo, DXRP Davao and DZMQ

Dagupan). These stations still exist today.

In 1961, PBS operated TV station Channel 10. Initially, PBS TV aired educational

programs produced by the Department of Education and the Australian Government. TheTV station folded up in 1962 and was reactivated only in 1970 as Channel 9, sharing the

station with Kanlaon Broadcsting System (KBS), a privately-owned entity. After six months,

the National Media Production Center (NMPC) took over Channel 9 which came to be

known as Maharlika Broadcasting System (MBS).

When martial law was declared in September 1972, PBS was renamed Bureau of

Broadcast and placed under the Department of Public Information (DPI). In 1980, BB merged

with the MBS which paved the way for the integration and expansion of government

broadcast. These broadcast stations became the backbone of the Marcos regimespropaganda machine.

After the 1986 EDSA Revolution, the BB was renamed Bureau of Broadcast Service

(BBS)-Philippine Broadcasting Service. Today, the PBS Network consists of 33 radio sta

nationwidefour in Metro Manila, 13 in Luzon, five in the Visayas, and 11 in Mindanthese stations, two are 50 kws, one 25 kw, twenty-four 10 kws and six 1 kw.

Among the most popular PBS stations are the 50 kw DZRB Radyo ng Bayan (918 kH

DWBR Business Radio (104.3 Mhz) which airs classical and revival music.

The PBS is committed to serve as conduit for dialogue between government officithe public. Its priority is to provide news and development information, particularly th

which will improve the quality of life of the people. PBS programming exemplifies its m

which features programs on health, social welfare, livelihood, home management,

environment, science and technology, responsible parenthood, nutrition, women and

rights, among others. The anchor program of PBS is Jeep ni Erap, Ang Pasada ng Pangu

Produced in cooperation with ABS-CBN, the program is also aired every Saturday over

Peoples Television and Sarimanok News Network (SNN), a private cable TV channel.

ni Erap enables President Estrada and guest government officials to explain current iss

and policies and provides updates on the government's development programs. A rela

program, Itawag mo kay Erap, is aired every Wednesday over commercial station DZR

which is hooked up with government stations. Listeners are allowed to ask questions o

clarification on various issues from the President.The Governments pananaw or views on local, national, and global issues and ev

are presented objectively. It does not toe the line on government issues, but rather pr

views in an accurate, comprehensive and in-depth manner to allow the listener to ma

or her own decision or viewpoint. Updates on ongoing development programs and pro

of local government units and national agencies are also aired so the public could bett

appreciate where the taxpayer's money go and to promote transparency in governme

are interviews with local and national government officials.

The Philippine News Agency

The Philippine News Agency is the state-run wire agency which provides ready acc

government news and information to its local and international media subscribers. PN

18 provincial bureaus all over the country that are interlinked via satellite and Interne

the main office at the Media Center in Quezon City. Among the areas where the Agenoperates are Cagayan, Benguet, Leyte, Albay, Palawan, Cebu, Iloilo, Davao del Sur,

Zamboanga, Maguindanao, and South Cotabato.

The Agency operates 24 hours a day, seven days a week. The Agency claims that it

moves an average of 50,0000 words per day to its growing number of subscribers

worldwide. It is also capable of providing color photos of national events.


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1994 was a milestone year for PNA when it linked Luzon, Visayas and Mindanao by a

teleprinter network for the first time. This has facilitated the immediate and two-way flow

of exchange of news and information within the country.

The PNA has established exchange agreements with its counterparts from ASEAN

countries through the ASEAN News Exchange (ANEX) and the 24-member organization of

Asia-Pacific News Agency (OANA) and ASIANET.

The Philippine Information Agency

The Aquino government assessed the existing government information system. Among

its findings was that "little distinction was made between political and development-

oriented information, hence resources for public information were often used for politicalpurposes."

To address this issue, President Aquino issued several decrees providing that the Office

of the Press Secretary shall handle political media relations while the newly created

Philippine Information Agency (PIA) shall take care of development information.

Created in December 1986, the PIA aimed to provide for the free flow of accurate,

timely, and relevant information to assist people in decision making and in identifying

opportunities to improve the quality of life. This would enable citizens to participate

meaningfully in democratic processes.

The PIA has a mandate to either initiate development information programs or provide

technical assistance to various government agencies in their public information projects. PIA

services include communication training, infrastructure development, creative services, and

communication research. It has broadcast and film divisions capable of producing radio, TVand cinema plugs. Essentially, the PIA serves as the advertising and public relations arm of

the government.

The Agency has 16 regional offices in various provincial capitals nationwide. It also

operates 29 information centers and extension offices throughout the country. At the

community level, the PIA supports the operation of the Community Development

Information Centers (CDICs). These are under the operational control of and are funded by

local government units in cities and towns.

Reengineering government media

One of the most important lessons gained f rom the past is that government media must

be responsible and accountable to the public first rather than to the personal interests of

our political leaders. While government media may be used to gain respect for government

officials, they should never be used as channels for institutionalizing personality cult.

Government media are mandated to help create an image of efficient and effective

bureaucracy. In performing this task, they are also expected to be objective and fair in their

reportage. Thus, in the spirit of transparency, weaknesses or gaps in public service may be

identified to call the concerned government officials attention to address such problems.

Providing the venue by which the public is able to "talk back" to government is now one

of the thrusts of government media. This i s in contrast with the one-way, top-down

information flow that characterizes traditional government information programs.

Government media must continuously feel the pulso ng masa to be able to monitor th

publics sentiment on important local and national issues. This is why President Estraregularly speaks to the people in two regular radio programs.

Government media personnel are also professionals who must strive to continuou

hone their craft. They are given security of tenure to insulate them from political

maneuverings. Meanwhile, opportunities for continuing education are now provided b

Philippine Information Agency (PIA) and professional organizations such as the Public

Relations Organization of the Philippines (PROP), Kapisanan ng mga Brodkaster sa Pilip

(KBP), and National Press Club (NPC).The Estrada governments thrust is to decentralize communication to bring it clo

the masang Filipino and attune it to their information needs. This implies that governm

media should provide more information that are relevant to the needs of the people.

should also provide the channel by which the public can give feedback to government

Government media organizations are hampered by limited budgets, difficulty of h

better and more creative personnel due to low wages and lack of incentives, bureaucr

procedures that curtail flexibility and innovativeness. Another challenge is how to kee

abreast with new information and communication technologiessatellites, computedigital facilities, among others. This would enable government media to "compete" w

commercial media and provide quality programs.

But the most serious challenge for government media is maintaining its credibility

Marcos regime cultivated a propaganda-oriented information system for 20 years whieventually resulted in the public distrust of government information. Over the past ye

government media have shown greater responsibility and accountability that has resu

improved credibility and wider share of the media audience.

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Post-EDSA Communication Media

Florangel Rosario- Braid Ramon R. Tuazon

Philippine Studies vol. 48, no. 1 (2000): 325

Copyright Ateneo de Manila University

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you may not download an entire issue of a journal, or download multiple copies of articles.

Please contact the publisher for any further use of this work at [email protected]://www.philippinestudies.net Fri June 27 13:30:20 2008

Post-EDSA Communication Media

Florangel Rosario-Braid Ramon R. Tuazon

This article continues the history of Philippine Communication that was discussed in the

earlier article on "Communication Media in the Philippines: 1521-1986" (Philippine Studies

47 [1999]: 291-318). In the aftermath of the 1986 EDSA Revolution, the pro-Marcos "es-

tablishment" newspapers either retreated or closed shop while those which were

considered "alternative press" became the mainstream media-Philippine Daily Inquirer and

Malaya. The Aquino government sequestered the major establishment newspapers-the

journal Group of publications, Bulletin Today and Philippine Daily Express. Also sequestered

were the broadcast stations owned and operated by the so-called Marcos cronies. Pre-

martial law media establishments were revived: The Roceses' Manila Times and the Lopezes'Manila Chronicle complete with their reacquisition of ABSCBN Radio Television Network.

The Elizaldezes established the Manila Standard to complement their radio network- the

Manila Broadcasting Company. Ownership of these revived newspapers changed hands

either due to economic reasons or the new policy which prohibited cross-media ownership.

Media ownership remained in the hands of individuals and families engaged in diverse

business interests. This is expected considering the capital intensive nature of media and the

low return-on-investment (ROI), if any, o f newspapers. The new owners include the Prietos

of Philippine Daily Inquirer, Yap of Bulletin Corporation, Gokongweis of

This article was a paper presented during the Centennial Congress on Higher Education, 28

May 1998. The original paper was presented during the National Social Science Congress IV

Pre-Congress on the History and Development of Social Science Disciplines in the

Philippines, 30-31 January 1998, Philippine Social Science Center.

PHILIPPINE STUDIES

Manila Times, Go-Belmonte of Star Group of Publications, Coyuito of Manila Chronicle,

Cabangon Chua of Graphic magazine, Locsins of Free Press, among others. In the broadcast

media, the owners include the Lopezes for ABSCBN, Jimenez and Duavit for GMA Radio

Televi- sion Arts, and Tan of ABC-5. The new free (VHF) TV station, Channel 11, is set to join

soon but its ownership is being contested by two re- ligious charismatic groups-the Jesus is

Lord Movement of Bro. Eddie Villanueva and El Shaddai of Bro. Mike Velarde. The pos

era was a period of transition-from decades of "guided newspapering" to free and

responsible journalism. Undoubt- edly, a smooth transition could not be expected. De

greater credibility, charges of sensationalism, misinformation and disinformation we

labeled against some newspapers and broadcast stations. The media was divided betw

the so-called Marcos loyalists and the then alternative media. The former became the

mouthpiece of anti- government forces which launched a series of coup attempts aga

the Cory government. The Aquino government was in itself at a loss on how to deal w

media. Says then Press Secretary Teodoro Benigno, "if you move to controi them (med

you are not practising democracy. If you don't move against them, the very democracwant to protect might just crumble." If the late sixties up to the seventies had its born

filrns, the mid eighties to the 1990s had "ST" (sex trip) movies and "TF" (titillating films

Movie industry leaders claimed that movie producers opted for these types of produc

for "survival" purposes. The industry is one of those most heavily taxed. Producers can

also readily recoup their investment with stiff competition from Hollywood movies. In

contrast, ST or TF films are low-budgeted and "sell." The most popular movie persona

was not a movie star but a movie producer, Mother Lily (Lily Monteverde), owner-pro

of Regal Films. In 1987, the Philippine Press Institute (PPI), the pre-martial rule associa

of newspapers and magazines nationwide was revived with journalists Adlai Amor and

Colet-Villadolid at the forefront. Its mission was to professionalize the Philippine press

through continuing education (training), adoption of the Journalists' Code of Eth- ics,

publications, Community Press Awards, among others. The Philippine Press Council waorganized by the PPI in 1998. It is com- posed of Readers' Advocates or news ombudsm

who were to ensure higher ethical standards in the newspapers they represent. Today

chairman is Jake Macasaet with Ermin Garcia, Jr. as executive director.

POST-EDSA COMMUNICATION MEDIA

In 1989, the Advertising Foundation of the Philippines was organized essentially as the

"social development" arm of the industry through development advertising and huma

resource development projects. Among the "pillars" of the Ad Foundation are Luis J.

Morales, Linda C. Gamboa, Marcia1 S. Carrion, Lourdes Ilustre and Andre Kahn.

Media and the Constitution

The most significant development in the post-EDSA milieu was the adoption of the 198

Philippine Constitution which contained an unprecedented thirteen communication-

related provisions. A number of the constitutional commission members were

communicators/ journalists-Dr. Florangel Rosario-Braid (who was chair of the Genera

visions Committee where most of the communication-related provisions were include

journalists Napoleon Rama (now Manila Bulletin Publisher) and Vic Foz (also of Manila

Bulletin) and movie director Lino Brocka. The flagship provision is contained in the

Declaration of Principles and State Policies which states that "The State recognizes the

role of communication and information in nation-building." This provision intends to c


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the past neglect of the communication sector. What was not recogruzed in the past is how

communication can help achieve development goals such as creating self-reliant

communities, redress- ing imbalances in wealth distribution, enhancing agricultural and in-

dustrial productivity, and promoting peace and national solidarity (Braid 1991). The other

concern is on the Filipinization of mass media, advertising and telecommunication (both in

terms of ownership and content); democratization of ownership; promotion of two-way

flow of information (within and outside the country); and the application of commu-

nication in development such as health, education, science and technology. The 1987

Constitution retained the provision on 100 per- cent ownership of mass media by Filipinos

but allowed foreign equity in advertising entities through its 70:30 provision. The 1987Constitu- tion did not only re-echo but even improved the 1973 constitutional provision on

press freedom by including "expression" as an expansion of the more traditional speech and

press freedom of our former con- stitutions. The right to information found in the 1973

previous constitution was also expanded with the inclusion of the phrase "as well as

government research data used as basis for policy development." The

PHILIPPINE STUDIES

1987 Constitution through provisions on anti-monopoly and 70:30 equity ratio in

advertising, helped in leveling the playing field by man- dating legislation which dismantled

monopolies. However, since telecommunication and the cable industries fall under the

60:40 equity ratio in favor of Filipinos, present ownership of telecommunication and the

new information technology consists of joint ventures between local owners and

transnational corporations. With the reconvening of an "autonomous" Philippine congressstart- ing in 1987, several communication and mass media-related bills and resolutions were

filed covering such areas as freedom of information, public access, public broadcasting

system, support for community media, privatization of sequestered media,

telecommunications rationalization, among others. Among the more active media policy

advocates in the senate were Senators Agapito Aquino, Leticia Shahani, Nikki Coseteng,

and Heherson Alvarez. At the House of Representa- tives, the advocates include Michael

Mastura, Ramon Bagatsing, Leandro Verceles , Jr., Romeo Candazo, and Andrea Domingo.

Since its re-convening, however, very few communication-related bills had been passed into

law. Among these were Republic Act 7306 granting char- ter to People's Television Network,

Inc.; RA 7925 or Public Telecommu- nications Policy Act; RA 8370 or Children's Television

Act; and RA 8293 or Intellectual Property Code. Why the slow media legislation? Many

legislators are cautious in introducing media-related bills as these are immediately branded

by some sectors as curtailment of press freedom. Legislation in this area is not perceived as

urgent compared with economic, social, and political reforms. With the return of

democratic space and a favorable constitutional framework, applied communication

proved to be an exciting field. Communication was recognized as an integral part of

development initiatives by the government and even by non-government organizations. It

was no longer narrowly viewed as a "support service" but a process whch permeates the

total development process. The most successful application of communication strateg

was in the area of social development. With funding from such agencies as UNICEF, US

World Health Organization, AusAid, among others, the Department of Health was able

launch innovative communication programs in public health specifically on immuniza

nutrition, maternal and child care, among others. The DOH employed social marketing

techniques and its communication programs became the precursors of creative and

innovative campaigns by the DOH in the


1990s. The Department of Social Welfare and Development (DSWD) also launched its

information, education and communication (IEC) campaigns on such issues as child labstreet children, child abuse, etc. Communication was also a component of other impo

national concerns especially national reconciliation and the peace process. Gov- ernm

spokespersons (mostly veteran journalists) actively partici- pated in negotiations with

various rebel forces, particularly with the National Democratic Front-CPP-NPA. Profes

communicators and media practitioners conducted a series of fora to examine the rol

communication media in the peace process and national reconciliation. Spearheaded

People in Commu- nication (PIC), the other participating groups were Philippine Inform

tion Agency (PIA), Sonolux Asia, Center for Media Freedom and Responsibility (CMFR)

Philippine Center for Investigative Journalism (PCIJ),a nd local communication media

organizations. The series which spanned from 1993 to 1995 resulted in the formation

Alliance of Peace Communicators. The AIJC conducted two major peace communicatio

research: Con- tent Analysis of Newspaper Coverage of the Peace Process (1994) andPerception of Sectoral Opinion Leaders on the Role of Mass Media in the Peace Proce

(1994). In 1994, the Institute in cooperation with the Benigno S. Aquino, Jr. Foundatio

a dialogue on Media and the Peace Process. Participants included main actors in the p

negotiations-Atty. Haydee Yorac, Ambassador Manuel Yan, Undersecretary Honesto

NDF Spokesman Satur Ocampo, Prof. Carolina Malay, among others. In terms of gover

information infrastructure, the Philippine Information Agency (PIA) was organized to

provide development information requirements and to "de-politicize" government

information. Practical information on agriculture, health, science and technology, edu

etc. were to be gven priority. On the other hand, the Office of the Press Secretary (OP

mandated to handle the information requirements of the Office of the President. But

its predecessor (i.e. OMA-NMPC), the PIA is constrained by limited resources as its bu

allotted for personnel and operations. It relies on cost-sharing with other governmen

agencies to be able to initiate information campaigns. A major weakness in governme

information system is administrative communication which includes management

information system

PHILIPPINE STUDIES

(MIS) for planning and decision-making, coordinating and networking among various

government agencies, information storage and re- trieval, and even effective technica


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writing. It may be said, however, that there has been considerable improvements in

government networking with various multisectoral groups during the Aquino and Ramos

administrations. But the efforts have not been sustained to ensure adequate and continuing

dialogue among three key sectors- government, business and the civil society. Two

professional communication organizations were organized during the period: Philippines

Communication Society (PCS) and People in Communication (PIC). The PCS is a professional

association of communication practitioners and educators affiliated with the Phil- ippine

Social Science Council (PSSC). Organized in May 1987, it was envisioned to be an umbrella

organization for print and broadcast journalists, public information officers, advertisers and

public information officers, communication educators, etc. Its articles of incorporation hasthese general objectives: (1) promote communication as a social science discipline; (2)

promote use of communication as a resource in national development; (3) encourage

cooperation among international and national professional organizations and media

networks; and (4) promote the use of communication for peace, solidarity and

understanding among peoples. Since its inception, the PCS has convened policy forums on

communication issues such as rationalization of sequestered media establishments,

Filipinization of advertising industry, Public Broadcasting System (PBS), media ethics and

professionalism. Regular Kapihans which examined the role of communication in culture and

arts, economic growth, political development, etc. were convened. PCS remains a potent

lobbying force as the views of its officers and members are sought by legislators and other

policymakers. The Society also co-publishes a quarterly newsletter and a semestral journal.

PCS founders include Dr. Florangel Rosario-Braid, Prof. Raul Ingles, Dr. Georgina Encanto,

Ms. Alice Colet-Villadolid, Dr. Ibarra Gonzalez, Dr. Nora C. Quebral, Dr. Delia Barcelona, Dr.

Ofelia Valdecafias, Dr. Nicanor Eongson, Dr. Juan Jamias, Dr. Doreen Femandez, Dr.

Benjamin Lozare and the late Fr. Cornelio Lagerway. Today, it is headed by Lourdes Ilustre,

president and Ramon R. Tuazon, vice president. On the other hand, the PIC is a network of

church-based institutions which is committed to rationalizing the communication sector

through advocacy and lobbying, continuing education, seminars and


policy fora. Among its founders were Dr. Ibarra Gonzalez, Dr. Mina Ramirez, Mr. Nelson

Abril, and Fr. Cornelio Lagerway. Other related organizations are the Philippine Association

of Media Educators (PAME) and the Concerned Women of the Philippines (CWP). PAME

aims to develop among teachers, parents and students a critical attitude towards media

content rather than remain passive recipients. CWP is a sectoral group committed to

women's project aimed at curb- ing sex and violence in media.

Communicating in the Nineties

The 1990s saw the unprecedented growth and development of the communication sector in

the country-mass media, community media, telecommunication, and information

technology. Philippine communication can now be considered as one of the most well-

developed in the Asian region. This can be attributed to the following factors: (a) com-

munication technology revolution; (b) promotion and protection of the free enterpris

system; (c) return of the democratic space after the EDSA revolution; (d) liberalization

deregulation of the telecommunications sector; and (e) move towards decentralizati

resulting in the growth of provincial media. The exponential growth in communication

not only limited to Metro Manila but in the regions as well. The Philippine Media Prof

(1995-1996) reported that there are now 342 provincial newspapers nationwide. Of th

number, 72 are dailies, 245 are weeklies and the rest are either monthly or quarterlie

the 1980s there were less than ten provincial dailies located in the key cities- Dagupan

Baguio, Cebu, Iloilo, Cagayan de Oro, and Davao. The increase in the number and grow

provincial newspapers, including the dailies, can be attributed to the following: (1) retthe democratic space after the 1986 EDSA revolution; (2) improvement in the political

economic environment in the regions which en- courages investors to start a newspap

setting up of communication/journalism schools in the regions which provide a sourc

needed manpower; and (4) advent of new printing technologies, which are also acces

to provincial publishers. The first commercial station to broadcast on the ultra high fre

quency (UHF) channel was the Southern Broadcasting Network (SBN Channel 23) whic

aired by mid-1992 featuring programs from World TV. This was followed by Channel 2

which originally carried music

PHILIPPINE STUDIES

TV (MTV) from Hong Kong's Star TV. After the initial success of these stations, other

channels followed namely the Rajah Broadcasting TV 29, and the Radio Mindanao Net

Channel 31. The most phenomenal growth is in cable television. The growth of the firs

cable television introduced in 1969 was stunted during the Marcos regime because of

decree granting exclusive franchise to a business ally of the former president to instal

operate cable TV nationwide. This decree was abolished by President Aquino in 1987.

there are about 753 cable TV operators nationwide owned by more than 500 compan

estimated that some 430,000 households have access to cable TV. One of the importa

developments in local television programming in the 1990s was the introduction of m

quality educational and children's programs. PTV Channel 4 airs three telecourses for t

ers-elementary science, chemistry and physics under the Continuing Education Progra

Science via Television (CONSTEL). This is an in- ter-agency project of DECS, UP-ISMED,

Philippine Normal University and People's TV Network. The Technology and Livelihood

Resource Center (TLRC) in cooperation with GMA Channel 7 produced the award winn

Negosiete and Agrisiete. The team of Zenaida Domingo and Rebecca Smith conceptua

and produced these programs. World class children's TV programs were made possib

through the efforts of Fenny delos Angeles Bautista of the Philippine Children's Televis

Foundation (PCTVF) and Gina Lopez of ABSCBN Foundation. PCTVF produces the awar

winning Batibot, Kalayaan 1896 (Freedom) and Parental Guide. ABS-CBN Foundation

produces Sine'skwela, a school-on the air for elementary students which has been aire

daily since 1994; Hirayamanawari, a values-oriented program; Bayani (about heroism


7/17

heritage) and Math Tinik, mathemat- ics for primary and intermediate pupils. Meanwhile, a

National Information Technology Plan (NITP) 2000 was adopted for the first time in 1996. It

embodies the national policy on information technology development and serves as a guide

to all government agencies in the effective utilization of IT resources. Agila 11, the first

Filipino-owned and managed international communications satellite was launched in August

1997. It is intended primarily to serve the satellite transponder requirements of the

Philippines and the Asia- Pacific Rim. Among the key actors in telecommunication is Under-

secretary Josefina Lichauco.


Mega Communication EnterprisesThe new information and communication technology is restructur- ing media ownership

pattern. What is now happening is both a "de- mocratizing" and "oligopolitic" effect. New IT

such as desktop publishing, cable TV, low-powered radio, etc. have promoted the growth of

community media. Investment costs for these new technologies is on a decline, thus

making them more accessible. Low-powered radio stations can now be set up in remote

communities with a capital of only 50,000 pesos. On the other hand, technolo~cal trends

such as multimedia convergence has facilitated cross-media (communication technology)

ownership by a single individual/family and entity. While current Philippine laws prohibit

print-broadcast media cross-ownership, it is silent in the area of broadcast-

telecommunication cross-ownership. But future trends will make ths cross-media ownership

prohibition impractical if not totally useless. With new IT, there is now a blurring of

distinction among media channels. Thus, we will be reading our newspapers and watching

television in our computer monitors. This cross-media (technology) ownership is best

illustrated in the case of today's major broadcast networks (ABSCBN and GMA Radio

Television) which are also engaged in telecommunications services, cable television, cinema

(movies), music recording, Internet service, among others. But a feature which has

remained over the past decades is the close alliance between those who own media and

those who wield political and economic power. Just like in the past, media continues to be

used to protect and promote the business and political interests of the owners rather than

the common good.

Communication and Politics

Like in the United States, the mass media and other information technologies have

exercised tremendous influence in political campaigns. They are important vehicles in

shaping a politician's image; in trending voting preferences and in disseminating political

platforms. It has been shown that communication education and training can be an ideal

preparation for a career in government service and even in areas outside of public

information and in leadership roles in various sectors

PHILIPPINE STUDIES

of society. Here are examples of key leaders in government: Victor Ramos in environment;

Patricia Sto. Tomas in civil service; Andrea Domingo in immigration; Benjamin Tayabas and

Felix Sta. Maria in education; Lourdes Ilustre, Honesto Isleta, and Gregorio Cendaiia in

information; Adrian Cristobal, Social Security System adminis- trator and presidential

spokesman; and former Press Secretary Rodolfo Reyes. Many of today's political leade

started their careers as journalists-Jose de Venecia, Blas Ople, Francisco Tatad, Orland

Mercado, Feliciano Belmonte, to name a few. Among the former cam- pus journalists

are now in government service are Miriam Defen- sor-Santiago, Franklin Drilon, and R

Golez. What factors make communication and journalism an ideal training ground or

launching pad for national leadership? Communication, in the perception of scholars a

practitioners who have been tapped to provide technical expertise in development

programs provide sensitiv- ity to development needs of local communities. The skills nof journalists and communicators-ability to write, verbal skills and sen- sitivity to feed

are prerequisites for careers in public service and politics. Communication, being a hyb

diverse social sciences provides the breadth of perspective that other disciplines can

give. More and more media personalities enter politics and easily get elected and this

partly attributed to high name recall. Con- versely, politicians go into media (journalis

ensure their political "sustainability." The former include vice president Joseph "Erap"

Estrada, Senators Orlando Mercado, Ramon Revilla, Loren Legarda, Renato Cayetano,

Vicente Sotto. The latter include Senators Ernesto Maceda, Miriam Defensor-Santiago

name a few.

Women in Communication Media

In the 1990s, women's issues have been broadened to refer to gen- der equity issues.

there are two main issues involved in women and media: the role and status of wome

working in media and women's image in media. Over the past years, the role and statu

women as journalists and media managers have been enhanced sub- stantially. Many

so-called hard beats such as politics, business, defense and po lice, etc., are gradually b

"manned" by women re- porters. When before the highest position women journalist

aspire for was the editorship of l ifestyle and society pages, today a


number of national dailies have women as editor-in-chief-Letty Jimenez-Magsanoc of

Philippine Daily lnquirer and Malou Mangahas of The Manila Times. Many other wom

communicators now occupy senior management positions including president or chief

operating officer of advertising f irms and even telecommunication companies. Among

are Barbara Gonzalez of J. Romero and Associates, Emily Abrera of McCann Erickson, a

Marilyn Santiago of Philippine Wire- less, Inc. While women are now perceived as "eq

men in terms of roles and opportunities, there has been little improvement in terms o

women's image in media. There continues stereotyped images of women as weaker se

objects or commodities, fragile, passive and even mindless individuals. A concrete acti

plan to alleviate the plight of Filipino women is found in the Philippine Development P

Women. Its media section aims for a level playing field between men and women me

practitioners, and advocates the following: (a) Images of women must veer away from


8/17

discriminatory and derogatory to what is realistic and positive in terms of women's roles;

and (b) Media must be used to advocate women's issues and to promote further access to

the urban poor, grassroots, and cultural communities.

A Question of Ethics

The Philippine mass media scene has regained its image as the freest, liveliest and most

irreverent, in the whole of Asia, so much so that there have been pressures from various

sectors urging media associa- tions (National Press Club, PPI and KBP) to impose higher

ethical standards and social responsibility among their members. Many local media critics

deplore the proliferation of so-called tabloid journalism (the negative aspects of which are

present in broadcast journalism). It is simply applying the "success" formula of tabloids--crimes, sex and gossip in broadcasting. Tabloid journalism or "new news" highlights dazzling,

adolescent, irresponsible, fearless, frightening, and powerful stories (Ehrlich 1996). Perhaps,

these are the news values which attract today's generation X. The Philippine Center for

Investigative Journalism (PCIJ) headed by Sheila Coronel was organized in 1991 to promote

investigative joumal- ism through grants to journalists, training and publications. PCIJ sto-

ries, which focused on environment, politics and governance, judicial

PHILIPPINE STUDIES

system, human rights, peace process, among others, had considerable impact in society

including legislative investigations, replacement (res- ignation) of public officials, et~A.n

other organization was the Center for Media Freedom and Responsibility (CMFR) headed by

Melinda Q. de Jesus. As its name connotes, it focuses on the upgrading of professionalism

and responsibility of media workers. The Center publishes the Philippine Journalism Review,

which monitors media performance and credibility. Over the past few years, there have

been incentives in the form of Awards given to communicators and journalists to encourage

them to strive for excellence and professionalism. In print media, these Awards include

Citibank Pan Asia Journalism Awards, Jaime V. Ongpin Award For Investigative Journalism,

Rotary Club of Manila for Best Newspa- pers, KAF-PPI Community Press Awards, Philippine

Geothermal-PPI Science Journalism Awards, and the Philippine Agricultural Journalists

Awards. In the broadcast media, the Awards include Gawad CCP, KBP Golden Dove Awards,

and the PMPC Star Awards. The PRSP honors world class PR programs and tools through its

prestigious Anvil Awards while PROP honors outstanding public information programs and

tools through its annual Gawad Florendo.

Communications in the Nineties

In the field of applied communication, the 1990s will be best re- membered by successful

communication campaigns such as Oplan Alis Disis, Araw ng Sangkap Pinoy, Yosi Kadiri,

among others, which became bywords among households. Other areas of concern were

HIV- AIDS prevention and family planning, which enjoyed a revival of sorts. At the helm of

these campaigns was health secretary (now sena- tor) Juan Flavier. The Ramos government

launched a massive multimedia communication campaign for Philippines 2000 which

present the government's vision for the 21st century. The campaign, however, seemed to

have lost steam over the years. Many attribute this to the sloganeering tactic adopted

the campaign. Within this new communication environment, communication scholar

practitioners introduced the concept of social mobilization (and advocacy) as an alte

communication strategy. UNICEF, the concept's lead proponent views social mobilizat

the process of generating and sustaining the


active and coordinated participation of all sectors at various levels to facilitate and

accelerate the improvement of the quality of life of marginalized groups (Valdecafias 1

Communication scholars and strategists also focused their attention on environment a

the peace process. Environment, or its broader concept, sustainable development, waconsidered a priority global concern needing innovative strategies. Information, educa

and communication (IEC) not only creates public awareness of critical problems but a

mobilizes multisectoral participation in community- based programs are important fac

arresting the irreversible environmental crisis. Actors from all sectors in the various pe

processes are all in agreement that communication played a critical role in facilitating

sensus and reconciliation. Peace communication, in its broadest defi- nition, included

dynamics as: (1) dialogue between the protagonists; (2) media coverage; (3) institutio

administrative communication; and (4) use of informal communication networks (Bra

1997). President Fidel V. Ramos, in his recent book, Break not the Peace (1996) noted

of the sixteen lessons learned from the Mindanao peace agreement in September 199

least eleven were specifically communication strategies while the other five depended

effective use of communication. Among these were use of constructive rather than

adversarial encounters; emphasis on commonalities rather than disagreements; good

administrative communication; continuing public information campaign; use of broad

consultations with various groups; and use of third party mediator. The most significa

development in applied communication is distance education (open learning) which

expected to revolutionalize education. The advent of new information and communic

technology provided greater opportunities to use these technologies as alternative

learning delivery schemes. The classroom of the future will undergo drastic transform

in that it will become a digital classroom where teacher and student will be in active

interaction mediated by multi-media technology. The teacher's role will be transforme

from teaching to facilitating. Communication slulls in catalyzing and in transforming

information to knowledge will be a priority need in human resource development.

Communication specialists active in development communication and educational

broadcasting consultancy include Alexander Flor,

PHILIPPINE STUDIES

Rebecca Pestafio-Smith, Louie Tabing, Teresa H. Stuart, Mary Ebitha Y. Dy, Felix Librer

Carlos Arnaldo, Cesar Mercado, Nora C. Quebral, Juan Jamias, Juan Mercado, Frankie

Llaguno, Delia Barcelona, Ben- jamin Lozare, and Paulina Bautista. Earlier communicat

studies have focused on the effects of communication on agriculture, family planning


9/17

voting preferences and consumer behavior. By the mid-eighties and nineties, there was a

continuing interest on effects but added to the previous areas were environment, health

and nutrition, women and children, and ethnic minorities. The more commonly used

research methodologies were sample surveys, content analysis and descriptive historical

analysis. Because of its orientation to empirical and quantitative research, most

communication studies have not been able to undertake analytical and macro studies which

question the status quo and raise policy issues. It was only in the early nineties when

communication scientists ventured into domains influenced by the Frankfurt and European

schools where the units of research centered on ownership, politico-economic alli- ances

and policy issues.Rewriting the Curricula for the Twenty-first Century

A dramatic increase in the number of communication department/ schools was recorded in

the 1990s. The 1997 Directory of Communica- tion Programs and Institutions of the

Philippine Association of Communication Educators Foundation (PACE) listed a total of 102

communication departments/ schools nationwide. Compared with 1985- 1986 figures, the

most dramatic increases were recorded in Metro Manila, from 19 to 44

departments/schools; Luzon, from seven to thirty and Mindanao, from only four to thirteen.

What makes communication programs popular to students? Why was there a significant

increase in institutions offering communication- related programs? One factor was the

return of the democratic space in 1986 as an aftermath of the popular EDSA People Power

Revolution. The absence of press freedom during the Marcos regime made journalism (and

communication) a high risk profession. Second, as media regained its fourth estate stature,

journalism and communication again began to be perceived as a powerful and glamorous

profession. Vari- ous surveys have shown that media personalities are among the role

models of the young. PACE estimated that in schoolyear 1995-1996,


some 15,000 students were enrolled in communication departments/ schools nationwide.

Third, development communication (Dev Com) became an attractive option for schools

outside Metro Manila, particularly state colleges and universities whose enrollments in this

field have been increasing over the years. Fourth, with the information revolution, the youth

began to realize the power of media to shape and influence the individual's attitudes,

beliefs, values and lifestyles. More and more communication scholars and practitioners are

into writing and publishing of communication books. The Annotated Bib- liography of

Philippine Communication Publications prepared by the Philippine Association of

Communication Educators (PACE) listed ninety entries which included books, journals,monographs, magazines and pamphlets published between 1989 and 1995. Volume I1 of

the same bibliography published in 1997 had twenty-eight entries. Many communication

departments/schools recognize the need to introduce changes in their curriculum to reflect

the changing media landscape primarily due to new information and communication tech-

nologies. Unfortunately, it seems that many of the ongoing changes are limited in scope.

There is yet no serious effort to introduce major re- structuring of communication pro

to fit the emerging Knowledge Society. Current communication programs (as reflected

in the CHED- approved curricula) still perpetuate the traditional media divide by arran

courses and specializations around the media-print, broadcast, public relations, and

advertising. This is contrary to the trend towards convergence of media and technolog

brought about by digi- talization, computerization and telecommunication (Tuazon 19

With convergence, the communication graduate of the near future should be a multim

specialist. The perchant for traditional specializations (or rigid departmental lines) w

ensuring proficiency in a particular medium, will only render communication graduate

inflex- ible and even obsolete. What accounts for the slow integration of IT and newcommunication technology in the communication education curricula? First, we still d

have enough teachers who can develop course designs and learning-teaching materia

therefore, the expertise to teach IT-related subjects. As a recent PACE survey revealed

majority of communication teachers are familiar only with basic packaged software

programs. It is not surprising to see students more computer literate than their teache

Second, even if IT courses are offered, we

PHILIPPINE STUDIES

still depend on foreign books and learning materials as we do not have enough indige

materials. Third, to introduce changes, we do not only need to re-tool our teachers an

school administrators but equipment and facilities as well. This means financial invest

for schools which may not come easily. The introduction of new information technolo

also created new career paths for graduates. They will no longer be confined to caree

offerings of media enterprises. These new and more challenging career areas include

science communication, educational technology, informatics, management informatio

systems, distance education, multimedia courseware development. The Commission o

Higher Education (CHED) recently approved the Standard Curriculum for Bachelor of A

(AB) programs in Com- munication, Broadcasting and Journalism. All three programs r

a total of sixty-three units (excluding the general education units offered during the f

two years of college education). The CHED Tech- nical Panel which prepared the curric

after a series of nationwide consultations describes the curricula as a good mix of

theoretical and skills-oriented courses. The ethical and legal aspects of communicatio

also given adequate attention. All three programs require the same core subjects-

Introduction to Communication Theory (3 units), Interpersonal Communication (3),

Internships (6) and thesis/Project (3 units). The Internshp program aims to expose the

communication student to the real world of mass media where he acquires hands-on ences to ensure a smooth transition from the four walls of the classroom into the

workplace. But the program has encountered serious constraints. Media organization

cannot readily accommodate students because of limitations such as lack of full-time

personnel to supervise the interns; limited space; no systematic work program for stu

etc. Students complain that they are merely assigned to do menial jobs. PACE has initi


10/17

dialogues with KBP and PPI to systematize and standardize the internshp requirements. It

also plans to link with cable TV operators association and IT-related companies to broaden

the choices of communication students. AB in Communication requires 33 units of major

subjects and fifteen units of electives. The major subjects provide basic communication

competencies expected of a "generalist" communication practitioner. Among the major

subjects are Communication, Values and Ethics; Print Media Principles and Practices; Radio

and TV Principles and


Practices; Advertising and Public Information; Development Commu- nication; Media

Management and Entrepreneurship; and Introduction to Communication Research. Electivesinclude "advanced" subjects such as Advanced Writing for Print; and Advanced Public

Informaticn and Advertising. Also included are "specialized" courses such as Desktop

Publishing; Organizational Communication; Educational Broadcasting; Technical Writing and

Editing and Environmental Com- munication. The AB in Journalism program requires thirty-

six units of major subjects and twelve units of electives. The major subjects are basic writing

and editing courses (including photojournalism) as well as Newspaper Management;

Research in Journalism; Press and Society; Press Law and Ethics; among others. The electives

consist of specialized journalism techniques applied in specific beats-Business and

Economic Reporting; Science Reporting; Sports Writing; Environmen- tal Reporting;

Reporting the Arts; and Reporting Philippine Ethnic Communities. Also included are subjects

in Advertising Principles and Practices; Community Press, Film Criticism, Technical Writing;

among others. AB in Broadcasting also requires thirty-six units of major subjects and

twelve units of electives. The major subjects range from Pro- gram Planning and Building to

Audio/Video Procedures and Operations and Radio/TV Production Direction. Electives

include specific (advanced) competencies such as Radio/TV Speech and Perfor- mance;

Music in Broadcasting; Video Post-production; and TV Production Design. Broadcast

Management; Educational Broadcasting; Broadcast Advertising and Introduction to

Communication Research are also included. The challenges and excitement in

communication education are affected by changes in the overall education sector. Perhaps

the most dramatic change is the emergence of "virtual classrooms" as virtually all

environments become learning opportunities. New information and communication

technology (ICT) continues to change the landscape of the university. School campuses

(physical facilities) will no longer be the most important consideration in opening and

managing a university/school. There will be unlimited channels and strategies of deliv-

ering and acquiring knowledge and skills which are flexible, interactive and needs-specific. Inmany schools throughout the world, lessons are now being de- livered through a

combination of CD-ROM and internet/video conferencing. Students meet with their

teachers in cyberspace. "Schools

PHILIPPINE STUDIES

on the Net" have been initiated in a number of countries. It utilizes multimedia applica

and access to telecommunications networks linking schools all over the world.

Communication systems such as modems, telephones, fax, and dialers have been inte

in existing networks (Medado 1997). Open universities and distance education have b

popular and are now accepted as important delivery systems. The entry of more

information technologies will facilitate closer linkage between centers of learning and

stations (industries). Former De La Salle Univer- sity president and now DECS Secretar

Andrew Gonzalez foresees schooling as interspersed with exposure to the world of wo

to actual practicum rendering the traditional arrangement of school cal- endars and

scheduling of classes obsolete. Universities will be like service stations for learning (Go1997). They will continue in re- tooling and re-certification of new knowledge and skill

Among the pioneer institutions in distance education are the Open University of the

Philippines, Polytechnic University of the Philippines, St. Louie University, Visayas Stat

College of Agriculture and College Assurance Plan (CAP) College.

Challenges and Options in Journalism and Communication

Journalists and communication educators now realize that the need to go beyond eve

reporting as it does not sufficiently cover complex issues and concerns. Events reporti

deals with concrete events using the five Ws and one H (i.e., who, what, where, when

how) as standard news writing formula and sometimes focuses on the un- usual, sensa

and bizarre. It favors reporting on the so-called "hard stories" or those which highlight

conflict such as politics, crime and violence. Process journalism which is emerging as a

complementary formula examines issues in relation to other issues and events within

larger socioeconomic and political environment. It examines the whys and hows of ev

and issues in relation to other events. Process-oriented stories look back at the past,

examine the present and provide options for the future. It focuses beyond what is ma

or visible. Process journalism was first introduced by international development agenc


particularly the UNICEF which realized that development issues cannot be sufficiently

addressed by the traditional "he said, she said" journalism. The communication profes

of the future will be both a specialist and a generalist. A specialist is able to apply gen

skills or competencies in a particular field cognizant of the distinct requirements of th

area. Thus, we have environment and science communicators, health communicators

historian-journalists, peace communicators (conflict negotiators), among others. The

generalists would include IT workers trained in specialized skills such as multimedia

courseware development, distance education, educational technology, computer assireporting, and management information systems although the application of such skil

be very focused on a particular area. The communication professional of the future m

even be a communication graduate but a professional from another discipline who ca

function as one. In the 1990s and beyond, information processing skills will be as basic

the 3Rs to all the professions even as the challenge is greater among communicators a


11/17

journalists. The individual must be able to select, organize, synthesize, analyze, translate

and apply information for productive and prof- itable uses. He should have the requisite

skills to sift useful information from a mountain of trivia and be able to use it for strategic

decision-making. Today's communicator must be able to use present audiovisual tools and

effectively combine visual images and soundbites. In journalism, the trend is towards

specialization in specific beats- science, environment, government and politics, agriculture,

etc. The emergence of cable TV brought about the need for specialization among broadcast

communication graduates such as educational broadcasting, children's programming,

science and technology, among others. Gaining popularity are investigative and advocacy

journalism. New IT such as desktop publishing, handycam recorder, and even "xerox,"machine have spurred business/ entrepreneurial opportunities. With adequate skills

trainings, students can offer professional production services using these technologies. To

inculcate this "entrepreneurial spirit" the communication curricula should be able to offer

relevant courses such as management of media enterprises and communication

management.

PHILIPPINE STUDIES

Other career options for communication graduates include policy research/studies and

futuristics. "Think tanks" in many countries, for example, have evolved from communication

departments or schools. Communication scholars have the advantage of examining issues

from a broader perspective due to the multi-disciplinary nature of their training. Applied

communication has also provided communication professionals an opportunity to work in a

variety of development programs. Futuristics involves providing options and scenarios

based on scientific trending and analysis. Pioneer futurists John Naisbitt based his best

seller, Megatrends on content analysis of over a thousand newspapers throughout the

United States over a three-year period. In government (public) information, while the PIOs

appear to have "excelled" in packaging information dissemination and image-building

programs/projects, there is a need to improve their information management skills. PIOs

will be more actively involved in visioning, conflict management and negotiations advocacy

and social mobilization in their communication activities. More and more disciplines will also

realize the benefits of offering communication-related courses in their curriculum. For

example, some teacher training schools now offer courses in educational technology, media

education, distance education via broadcasting and multi-media. They will be the

managers of learning resources for the schools of the future. Sociology, anthropology and

political science service students would benefit from courses such as cross-cultural and

international communication. Linkage with social science and liberal arts disciplines is nolonger adequate. Our communication departments/schools should also work closely with

Information Technology-related departments/ schools (e.g. computer science, engineering).

This will ensure optimum use of resources, co-production of multimedia learning materials

and coursewares, and cross-fertilization of ideas/concepts. The advancement of satellite

communication has transformed the global village from vision to reality. The emerging

global economy, relentlessly being pursued by GATT-UR, APEC and other regional eco

nomic blocks, has further cemented this global village. With this, communication stu

should be taught to "think global." They should be made aware of global issues and ev

and should understand the culture, values, and political and economic systems of othe

countries. International communication and cross cultural communication should no l

be electives but core subjects.


In 1998 the Asian Institute of Journalism and Communication re- leased its UNICEF-

commissioned study entitled Megatrends: The Future of the Filipino Children. This stu

examined issues and trends in ten development areas including communication and mmedia.

Communication Challenges in Today's Global Village

With the advent of new information technology and globalization new issues and chal

have emerged such as: How do we balance globalization with indigenization? The Mac

Commission (1980) has warned of the dangers of cultural homogenization with weste

lifestyle as model or standard. The one-way flow of images and messages in favor of

west (and urban centers in developing countries) endangers local identity, values and

traditions. UNESCO recommended various courses of actions such as: strength- ening

community communication. This will allow the local people to plan, manage and prod

their own programs. A model project is Tanzbuli, a network of low-powered communi

radio stations in remote Philippine vil lages nationwide. UNESCO's Memory of the Wo

and Heritage Projects illustrate how new IT can be used to preserve and promote

indigenous resources and traditions. In their desire to "leapfrog" into the IT society, so

nations may have neglected the traditional (including folk) and small media leading to

eventual demise. These "old" channels are very much part of the culture and tradition

indigenous communities and have been found to be effective IEC channels. The dom

of the English language in the cyberspace especially the Internet has likewise fanned

debates in global communication fora. The use of the English language has effectively

marginalized or limited access of IT to English-proficient countries and has become a b

to attaining cultural pluralism. With the end of the nation-state and the emergence of

society, every individual is expected to have a more broadened worldview which wo

include global issues and concerns. Knowledge of the local community is no longer ade

in understanding economic, environmental, political and social issues as the latter are

primarily influenced by world affairs and events. Thus, global media networks such as

play a critical role in moulding public opinion. The local audience must be able to "proinformation from these foreign sources.

PHILIPPINE STUDIES

The advent of new information technologies necessitates a review, amendment and r

of existing laws and pol icies. Technological trends may have rendered some policies

obsolete. Laws on libel, ob- scenity, and pornography were passed long before the adv


12/17

the Internet which is now emerging as a major purveyor of sex and v io- lence. With satellite

communication and the emerging borderless world there may be a need to examine

information technology's impact on individual and nation-state's security and privacy to

prevent deliber- ate or inadvertent access to private and confidential information. With

greater access to electronic and digital communication, there is a need to ensure a balance

between fair use and intellectual property rights. New laws are needed to protect the rights

of information creators and providers vis-a-vis the public's right to their outputs. Technical,

financial and political inequalities embodied in advanced technologies are more likely to

widen economic gaps and the struc- tural basis of dependency. This underscores the need

for continuing education of the impact of information technology on individuals and society.The UNESCO has called upon governments worldwide and multilat- eral agencies to convene

meetings to examine issues and identify policy options related to legal, ethical and societal

impact of new information and communication technology. These concerns include ethi-

cal and legal approaches which could encourage multilingualism, pluralism and cultural

diversity, moral obligations of information providers, prevention of violence, pornography,

racism and intolerance. The most important skill needed to cope, survive and prevail in

today's knowledge society are information-based slulls. The individual must be able to

select, organize, synthesize, analyze, translate and apply information for strategic use. This

has become a complex task considering the amount of information being generated with

the advent of new information technology. The recently concluded study of the

International Commission on Education for the twenty-first century otherwise known as

Delors Re- port (1995) suggested adding a fourth pdlar to educational philosophy, learning

to live together, which is essentially a communication function to the three earlier pillars:

learning to know, learning to be and learning to do. This new pillar is considered the most

important learning goal today because the emergmg global society requires that all

cultures must be able to live and work together. Cooperation, peace, harmony and


tolerance are values that we merely pay lip service to, but which are essential in ensuring

the survival of both the present and future gen- erations. It also emphasizes the need to

equip the individual with communication competencies which will enable him to relate and

function in an increasing interdependent and interrelated world.

References

Asian Institute of Journalism and Communication. 1984. Media autonomy. Manila: AIJC. .

1987. Media trends: The Philippine setting (with focus on media censorship. Manila: AIJC.

Braid, Florangel Rosario. 1991. Communication and society: The Philippine context. Manila:Cacho Publishing House, Inc. . 1997. The lessons of Philippine peace process. In International

conference on human security and global governance. Hawaii: Toda Institute for Glo- bal

Peace and Policy Research and the S.M. Matsunuga Institute for Peace. . 1997. UNESCO

advocacy in communication. In Manila Bulletin, 22 No- vember 1997. Ehrlich, Mathew C.

1996. The journalism of outrageousness: Tabloid television news vs. investigative news. In

Journalism and mass communication monographs, edited by John Soloski. Columbia

Association for Journalism and Mass Communication. Gonzalez, Andrew. 1997. Contin

education in a learning society: Formal system. In Alternative future: Towards a learni

society, edited by F. R. Braid and C. B. de Leon. Manila: Foundation for Continuing

Education. Medado, Ma. Teresita M. 1997. Continuing education in the information ag

Alternativefuture: Towards a learning society, edited by in F. R. Braid and C. B. de Leon

Manila: Foundation for Continuing Education. Ramos, Fidel V. 1996. Break not the pea

The story of GRP-MNLF peace negotiations, 1992-1996. Manila, Philippines: Friends o

Steady Eddie. Tuazon, Ramon R. 1997. Communication education in the Philippines: C

with IT. In Alternative future: Towards a learning society, edited by F. R. Braid and C.BLeon. Manila: Foundation for Continuing Education. Valdecafias, Ofelia C., Ramon R. T

and Delia R. Barcelona. 1996. How social mobilization works: The Philippine experienc

Makati City: UNICEF.


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Philippines: Elusive Access to

Information

Marites N. SisonWPR CorrespondentManila

Most foreign correspondents would say how easy it is to cover the Philippines

source-wise: The majority of Filipinos can speak and understand English and are

very open in expressing their views on just about anything, including politics. Yet,the irony is that access to information remains elusive, especially for the ruralpopulation of this country of 75 million people.

National newspapers are down to eight from a high of 22 in 1986, when apopular uprising toppled the dictator Ferdinand Marcos and unshackled a

suppressed media. There are 408 community newspapers spread over thecountrys 7,100 islands-most of them English weeklies and monthlies in tabloidformat. Both national and local newspapers are limited in circulation. Nationaldailies only average from 10,000 to 400,000 copies; provincial papers from 500to 45,000.

Many theories abound as to why print media growth has remained stagnant: the

prohibitive cost of newspapers (from 5 pesos, or 10 U.S. cents, to 15 pesos, or31 cents) in a predominantly poor populace, the lack of a reading culture, andthe lack of start-up capital for publishers, especially in communities.

Radio remains the most popular medium, especially in far-flung barrios. Thereare 539 stations in the country, 273 of them on the AM band. Television also

outpaces the print media in terms of popularity, especially in the urban areas.There are 63 television stations, 50 relay, and 24 UHF channels nationwide.

Philippine media today have been touted as the freest, most rambunctious inSoutheast Asia. Yet, according to Sheila Coronel, executive director of thePhilippine Center for Investigative Journalism, they remainvulnerable topressures on their proprietors and protective of the interests of theirowners.

In the case of community papers, the picture is made more complex by thepreponderance of feuding political clans and families, the persistence of

patronage politics, and the resistance of antiquated political structures to

change, says ChayFlorentino-Hofilea, writing about The Travails of the

Community Press in the bookInvestigating Local Governments, published bPhilippine Center for Investigative Journalism and edited by Cecile C.A. Balg

The Philippines inherited American-style journalism and with i t the structure

media as business enterprise at the turn of the 20th century when it was a U

colony. Ownership of the media, according to Coronel, still follows the chanface of Philippine business.


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Media ownership and control in the PhilippinesSheila S. Coronel

The fall of Ferdinand Marcos in a 'people power' uprising in 1986 transformed thestructure of media ownership in the Philippines. Marcos had held the media firmly inhis grip. From the day he declared martial law in September 1972 to the time he fledthe presidential palace on the tumultuous evening of 25 February 1986, the mediawere the prop of his dictatorship. Marcos controlled the media by limiting theownership of newspapers and broadcast stations to his kin and cronies, and byimposing a regime of censorship over what used to be one of the freest presses in

Asia. The following article explores the post-Marcos media scene.

When Marcos fell, the system of media controls that he had established wasdismantled overnight. Once they were set loose, the media blossomed. Suddenly,there were two dozen daily newspapers publishing out of Manila alone, compared toonly half-a-dozen during the Marcos years. The three major nationwide TV networksbecame six. At the same time, radio stations were set up as if air waves were runningout of fashion. Twelve years after people power, there are 156 television stations(excluding cable and UHF) operating in various parts of the country; 402 radiostations, 25 nationally circulating dailies and over 200 other weekly or fortnightlynewspapers.

After Marcos, there were virtually no controls on the press; no licences were requiredto set up newspapers. In broadcasting, the government retained ownership of onetelevision and radio network. At the same time, it wrested control of two othertelevision networks owned by Marcos cronies and assigned their management topolitically well-connected firms which operated the networks as private businesseswith little government interference.

By the time the dust of the uprising settled in the late 1980s, a new structure of mediaownership had emerged. Unable to compete in an era of freedom and extremecompetition, most of the Marcos-controlled newspapers and broadcast stations fell bythe wayside. The small players who set up newspapers and radio stations in the

euphoria that followed the uprising also closed down in the face of richer and biggercompetitors. The economics of operating media organizations geared toward a massmarket meant that newspapers and broadcast stations fell into the hands of thosewho could afford them: large, influential, and often competing, business houses whichalso controlled key sectors of the Philippine economy.

During the Marcos era, media ownership was limited to a section of the eliteopenly collaborated with the regime. By 1998 there were not only far more magencies than there were in the past, the new media proprietors also represmuch wider cross-section of the Filipino elite. These proprietors, like theircounterparts during the Marcos and pre-Marcos era, have not been shy abotheir publications or their broadcasting facilities to advance their political or binterests. Today it is not uncommon for broadcast stations or newspapers totheir proprietors' business rivals or to campaign for policies that will advanceowners' corporate causes.

The new freedoms unleashed by the 1986 uprising gave journalists wide latreport on events and issues. The Philippine media are not only free, they arextremely powerful. Media exposs can abort political careers or catalyze preforms, and journalistic inquiry often makes politicians quake. Unfortunatelmedia have also used their freedoms to outdo rivals in the race to peddle neand television programs. Competition in the Philippine media is internecine intense. And far more than the interests of proprietors, it has shaped the pra

journalism, the content of newspapers, and the programming of radio and te

When Marcos fell, there was a hunger for news, and newspapers and broadstations wrestled with each other to fill the need. The market was big, there regulation, and the audience was up for grabs. The new freedoms allowed

experimentation with novel formats for both news and entertainment. At thetime, improved economic conditions meant an expanding advertising markeand more people could also afford television sets and cable TV subscription

A decade ago, only a third of all Filipino households owned TV sets. In 1997exposure survey found that 84% of Filipinos watched television, with the figto 97% in the capital. This is not surprising. In the boom years of the 1990s,broadcasting executives estimated that Filipinos purchased some 500,000 ntelevision sets every year.

US model dominates

In this crowded and expanding market, the most aggressive media organizacame up with the most saleable formula emerged dominant. Inevitably, the mparticularly in television, was the US. American-style media have deeper roPhilippines than probably elsewhere in the region. The Philippines was a USfrom 1898 to 1946, and an enduring American legacy is that of a free pressprivate enterprise. Since the 1920s, Filipino proprietors have been running
http://waccglobal.org/en/component/mailto/?tmpl=component&link=aHR0cDovL3dhY2NnbG9iYWwub3JnL2VuLzE5OTg0LW1lZGlhLW93bmVyc2hpcC1hbmQtY29udHJvbC84NTYtX19NZWRpYS1vd25lcnNoaXAtYW5kLWNvbnRyb2wtaW4tdGhlLVBoaWxpcHBpbmVzLS0uaHRtbA==http://waccglobal.org/en/19984-media-ownership-and-control/856-__Media-ownership-and-control-in-the-Philippines--.html?tmpl=component&print=1&layout=default&page=http://waccglobal.org/en/component/mailto/?tmpl=component&link=aHR0cDovL3dhY2NnbG9iYWwub3JnL2VuLzE5OTg0LW1lZGlhLW93bmVyc2hpcC1hbmQtY29udHJvbC84NTYtX19NZWRpYS1vd25lcnNoaXAtYW5kLWNvbnRyb2wtaW4tdGhlLVBoaWxpcHBpbmVzLS0uaHRtbA==http://waccglobal.org/en/19984-media-ownership-and-control/856-__Media-ownership-and-control-in-the-Philippines--.html?tmpl=component&print=1&layout=default&page=


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newspapers as competitive, profit-oriented, business units catering to a mass marketof consumers. Filipino publishers have patterned themselves after American pressbarons like William Randolf Hearst.

The expansion of this free-wheeling, muckraking type of news organization was puton hold by Marcos, but they re-emerged once the controls were loosened. ThePhilippine constitution bans foreign ownership of the media. But in form and content,the Philippine media are often self-consciously patterned on that of the United States.In the post-Marcos era, the most successful media organization is ABS-CBN, a

television network whose model of success is American TV.

ABS-CBN is the jewel in the business empire of the wealthy and powerful Lopezfamily, which ventured into the media as early as 1947, when it bought The ManilaChronicle, a newspaper that would lobby for favorable legislation for the sugarindustry. At that time, the Lopezes had vast holdings that included sugar plantationsand an electric power monopoly. In 1956, they became a major force in the mediaindustry when they put up the ABS-CBN network of radio and television stations. Bythe late 1960s, the Lopezes had come to symbolize the fusion of wealth and politicalpower - one of them was elected vice-president - that was being blamed for many ofthe country's ills.

ABS-CBN was the biggest network by the time Marcos declared martial law. Withother media agencies, it was shut down, its owners sent either to prison or exile. Theyreturned in 1986, reclaiming their old facilities and jump-starting television and radiooperations virtually from scratch. From the bottom of the ratings chart in its firstbroadcast in October 1986, ABS-CBN made it to the top in only six months. By 1993,it had an audience share of 62%. This phenomenal rise was due through acombination of sensational news reporting, savvy marketing and sheer attitude.

Essentially what ABS-CBN did was what American networks were then also doing:bringing tabloid journalism to television. The network re-engineered the concept ofnews and current affairs: What were once the most serious elements of Philippinetelevision bec

government media

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