Media

Mass media form part of a typical Filipino's existence.
Television, radio, newspapers, and the Internet

have become daily sources of information, opinion, entertainment, instruction, and advertising. The
media are fondly referred to as the "gatekeepers" or "watchdogs" of democracy. They are important
because they pass on a legacy of values from one generation of a democratic society to another. The
traditional role of mass media is apparent. Mass media, which are means of communication directed to
a large number of people, make information immediately available to them in print and through
electronic media (broadcast or telecast).
Three Roles of the Media in a Society
Pharr observed that the media play three apparent roles in a democratic society: First, the media as
spectators-more or less neutral conduits for the flow of information among the various "real" players in
politics. The general public and the overwhelming majority of media specialists reject such a view, but
most social science research must accept it... Second, the media as a major independent force in
politics-a "fourth branch of government"-that work as a watchdog on behalf of society to protect the
public interest. Third, the media are ultimately servants of the state which forge a consensus on social
and political values and generate support for a regime.
Undeniably, the media can be a powerful instrument of persuasion or manipulation. They can serve the
interests of the most dominant body controlling it. Equally interesting is that mass media reflect society,
just as society mirrors the type of media it possesses. "Through the mass media, one can read, hear, or
see" a nation's political, economic, and social existence. After all, words that are heard or read can easily
translate to opinions that may give a glimpse of the entire nation.
From a more pragmatic view, mass media may be seen as instruments that enable the governed
Filipinos to communicate with their governors or leaders.
The media may also be used by the state to disseminate public information. Apart from these, the media
may also serve the interests of their corporate owners to increase readership, hence, earn profits in the
process. Traditionally, the media were conceived as neutral entities whose main function was to record
and provide information on noteworthy events and circumstances. They may also link those who are
separated by visible (i.e., spatial and geographical) and invisible (i.e., psychological, cultural) barriers
Functions of the Media
If providing information were the only function of media, what would explain the emergence of, for
instance, a new paper in an already crowded field of endeavor? Would it not be redundant? Apart from
commercial reasons and the media fever that coincides with periods of turbulence and uncertainty,
every paper or medium aims to offer its own line of thinking-often justified in the name of public service
and as a new venue for the expression of public interests.
After all, mass media in all their forms have two basic functions. Their first and primary function is to
serve as "watchdogs" in order to maintain the stability of or monitor the performance of the players in
the political system. This function is also referred to as the surveillance function.
Their second function is called the agenda-setting function. This function manifests in their ability to set
the public agenda by prioritizing and projecting, in a positive or negative manner, individuals,
organizations, and issues that are worthy of public attention and media coverage. It is in the
performance of the second function that the media become powerful tools of influence.
A relevant study comparing the power dimensions of different forms of media shows that radio and
television tend to have more impact on the less privileged and less powerful who are most frequent
clients of these forms of media. It can be said, however, that in Philippine society all these forms of
media tend to complement each other and supply the Filipino's avid and daily quest for information.
However, among the various forms of media, the print media directly and explicitly "engage every
individual as a participant in a public dialogue." It can be asserted that the print media "may have much
more influence on the political process because they are avidly read by politicians, public officials,
corporate executives, and other decision makers and agents of change in the society." On the other
hand, though electronic media may be less powerful, they are more intrusive and inescapable as they
thrust themselves upon active or passive viewers while reading definitely requires more engagement,
effort, and concentration from the readers.
This chapter focuses on the print media because they form part of these vital sources of opinion among
the traditional sources of information.
The Mainstream and Alternative Tradition of Philippine Media
Teodoro cites the two main traditions of the Philippine press:
1) Mainstream Press. These are established newspaper publishing houses whose ownership may include
various political and economic interests. It is susceptible to pressures from advertisers. Likewise, it is
driven by the survival instinct of making money or reducing losses.
2) Alternative Press. A press that exists during periods of great political crises or upheavals. It usually
arises when the interests that rule mainstream media prevent it from resisting foreign or domestic
tyranny.
The MEDIA AND POLITICS
The relationship between politics and the media is "dependent and almost parasitic." The government,
politicians and political groups communicate their agenda to the people through the media, whereas the
media "feed on politics for audience share" and "higher ratings" in the name of public service.
The media have always checked "excesses" or irregularities committed by public officials." They have
played an adversarial role alongside political powers.
Consequently, governments have a stake in the media. Governments must somehow devise ways to
maintain harmonious relations with the media or "regulate" the media. The Philippine government has
regulatory agencies for broadcast, film and video-the National Telecommunication Commission (NTC),
the Movie and Television Review and Classification Board (MTRCB), and Optical Media Board (OMB),
respectively.

Media

Uploaded by

Copyright:

Available Formats

Media

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Media

Uploaded by

Copyright:

Available Formats

Mass media form part of a typical Filipino's existence.

Television, radio, newspapers, and the Internet

Three Roles of the Media in a Society

Functions of the Media

The Mainstream and Alternative Tradition of Philippine Media

Teodoro cites the two main traditions of the Philippine press:

The MEDIA AND POLITICS

You might also like