A Media Nation
Television is King 96% of Filipinos have access to TV; in Metro Manila, its 98% 67 % said TV is most credible information source [PULSE ASIA] 42% of the poorest watch TV daily; only 37% listen to radio daily [SWS 2003]
Radio & Newspapers 78% have radio access but only 24% said radio is most credible information source Only 11% read newspapers daily [SWS
2003]
TV
Radio Internet Total
1.9
3.0
1.7
3.4
2.4
3.4
2.1 7.0
1.3 6.4
1.4 7.2
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Proctor & Gamble Philippines Inc. Unilever Philippines Inc. Colgate-Palmolive Philippines Inc. Nestle Philippines, Inc. San Miguel Corporation United Laboratories Inc. Globe Telecommunications Inc. Johnson & Johnson (Phil.) Monde Denmark Nissin Biscuit Corp. Jollibee Foods Corp.
The drive for ratings, which are bases for advertising, defines content and style of broadcast news.
News that has entertainment value has drama, emotion or celebrity element Fast-food journalism: Bite-size news, predictable, simple storytelling devices. Bias against issues, matters of policy and complex stories Stress on crime and showbiz
You will not feature a story that you know wont rate.
- TV news executive
Viewers
3.9M
3.8M 3.5M 3.3M 3.2M 2.8M 2.7M 2.6M 2.5M 2.4M
%
23.4%
23.0% 20.7% 19.3% 18.9% 16.9% 16.5% 15.2% !5.1% 14.5%
There is a disconnect
To the youth, the media are parent and companion. To commercial media, the youth are mainly a market segment.
Young people tuning out They are becoming more interested in new media that is more interactive (SMS texting or Internet chatrooms) More plurality and multiplicity of media
The dominant media message appeal to the youth as consumers Advertising increasingly targeting the youth Entertainment programs propagate a consumeristic lifestyle Global media = global consumption society
Greater media exposure = greater skepticism Messages may have unintended meanings Receivers interpret the messages in multiple ways Alternative media provide alternative interpretations and messages Media consumers now have more choices than in the past and much more information is now more easily available than ever before Media literacy can help decode media messages
Some tips on decoding media messages Who produced the message? What is the intent of the message producer? What does the producer have to gain from the message? What is the track record of the message producer in terms of credibility & public service? How can the message be critically interpreted?
Income Group
Richest 50% Poorest 50%
The inequity is also in the geography. Metro Manila, the capital, has a disproportionate share of national income
Region National Capital Annual Income/Family P242,345 % of Total Natl Income 26.7%
P 70,375
P 82,008
1.7%
1.7%
Zamboanga Peninsula
Northern Mindanao
P 82,704
P 95,481
2.3%
3.4%
Media imbalance
Perpetuates imbalances in power and wealth caused by geography, ethnicity, and class Contributes to molding ill-informed citizenry. Makes policy changesand social reformsdifficult. Media content, with its emphasis on the entertaining and emotive, rather than on what affects peoples lives and what needs to be changed, supports the status quo.
Use the media. Dont let them use you. Be critical. Tell the media what you think of them. Support alternatives that provide the service you need. Help build a media-literate society.