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 [19991: 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 Inquiier and Malaya. The Aquino govern-
ment 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 ABS-CBN Radio Television Network. The Elizaldezes
established the Manila Standard to complement their radio network—
the Manila Broadcasting Company. Ownership of these revived news-
papers 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
(ROl), if any, of 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 ABS-CBN, 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 post-EDSA 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. Despite greater cred-
ibility, charges of sensationalism, misinformation and disinformation
were labeled against some newspapers and broadcast stations. The
media was divided between 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 against
the Cory government. The Aquino government was in itself at a loss
on how to deal with the media. Says then Press Secretary Teodoro
Benigno, "if you move to control them (media), you are not practising
democracy. If you don't move against them, the very democracy you
want to protect might just crumble."
If the late sixties up to the seventies had its bomba films, 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 productions for "survival" purposes. The industry is one
of those most heavily taxed. Producers cannot 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
personality was not a movie star but a movie producer, Mother Lily
(Lily Monteverde), owner-producer of Regal Films.
In 1987, the Philippine Press Institute (PPI), the pre-martial rule
association of newspapers and magazines nationwide was revived
with journalists Adlai Amor and Alice Colet-Villadolid at the forefront.
Its mission was to professionalize the Philippine press through con-
tinuing education (training), adoption of the Journalists' Code of Eth-
ics, publications, Community Press Awards, among others. The
Philippine Press Council was organized by the PPI in 1998. It is com-
posed of Readers' Advocates or news ombudsmen who were to ensure
higher ethical standards in the newspapers they represent. Today its
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 dvertising and human resource development projects.
Among the "pillars" of the Ad Foundation are Luis J . Morales, Linda
C. Gamboa, Marcial S. Carrion, Lourdes Ilustre and Andre Kahn.

Media and the Constitution

The most significant development in the póst-EDSA milieu was the
adoption of the 1987 Philippine Constitution which contained an un-
precedented thirteen communication-related provisions. A number of
the constitutional commission members were communicators/journal-
ists—Dr. Fiorangel Rosario-Braid (who was chair of the General Pro-
visions Committee where most of the communication-related
provisions were included), 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 vital role
of cômmunicatidh and information in nation-building." This provision
intends to correct the past heglect of the communication sector. What
was not recognized 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; advertis-
ing and telecommunication (bbthin terms of ownership and content);
democratization of ownership; promotion of two-way flow of informa-
tion (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 1987 Constitu-
tion did not only re-ech6 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 consti-
tution 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 eq-

uity 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 congress start-
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 ratio-
nalization, among others. Among the more active media policy advo-
cates 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 politi-
cal reforms. With the return of democratic space and a favorable con-
stitutional 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-govern -
ment organizations. It was no longer narrowly viewed as a "support
service" but a process which permeates the total development process.
The most successful application of communication strategies was in
the area of social development. With funding from such agencies as
UNICEF, USAID, World Health Organization, AusAid, among others,
the Department of Health was able to launch innovative communica-
tion programs in public health specifically on immunization, 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
 POST-EDSA COMMUNICATION MEDIA

1990s. The Department of 'Social Welfare and Development (DSWD)

also launched its own information, education and communication
(IEC) campaigns on such issues as child labor, street children, child
abuse, etc.
Communication was also a component of other important national
concerns especially national rèconciliatidn and the peace process. Gov-
ernment spokespersons (mostly veteran journalists) actively partici-
pated in negotiations with various rebel forces, particularly with the
National Democratic Front-CPP-NPA.
Professional communicators and media practitioners conducted a
series of fora to examine the role of communication media in the peace
process and national reconciliation. Spearheaded by People in Commu-
nication (PlC), the other participating groups were Philippine Informa-
tion Agency (PIA), Sonolux Asia, Center for Media Freedom and
Responsibility (CMFR), Philippine Center for Investigative Journalism
(PCIJ), and local communication media organizations. The series which
spanned from 1993 to 1995 resulted in the formation of the Alliance of
Peace Communicators.
The A1JC conducted two major peace communication research: Con-
tent Analysis of Newspaper Coverage of the Peace Process (1994) and
Perception of Sectoral Opinion Leaders on the Role of Mass Media in
the Peace Process (1994). In 1994, the Institute in cooperation with the
Benigno S. Aquino, Jr. Foundation held a dialogue on Media and the
Peace Process. Participants included main actors in the peace negotia-
tions—Atty. Haydee Yorac, Ambassador Manuel Yan, Undersecretary
Honesto Isleta, NDF Spokesman Satur Ocampo, Prof. Carolina Malay,
among others.
In terms of government information infrastructure, the Philippine
Information Agency (PIA) was organized to provide development in-
formation requirements and to "de-politicize" government information.
Practical information on agriculture, health, science and technology,
education, etc. were to be given priority. On the other hand, the Office
of the Press Secretary (OPS) was mandated to handle the information
requirements of the Office of the President. But unlike its predecessor
(i.e. OMA-NMPC), the PIA is constrained by limited resources as its
budget is allotted for personnel and operations. It relies on cost-shar-
ing with other government agencies to be able to initiate information
campaigns.
A major weakness in government information system is administra-
tive 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 technical writing. It may be said, however,
that there has been considerable improvements in government net-
working 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 (PlC). 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 jour-
nalists, public information officers, advertisers and public information
officers, communication educators, etc. Its articles of incorporation has
these 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 ña-
tional 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 commu-
nication issues such as rationalization of sequestered media establish-
ments, Filipinization of advertising industry, Public Broadcasting
System (PBS), media ethics and professionalism. Regular Kapihans
which examined the role of communication in culture and arts, eco-
nomic 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-pub-
lishes a quarterly newsletter and a semestral journal. PCS founders
include Dr. Florangel Rosario-Braid, Prof. Raul Ingles, Dr. Georgina
Encanto, Ms. Alice Colet-Vifladolid, Dr. Ibarra Gonzalez, Dr. Nora C.
Quebral, Dr. Delia Barcelona, Dr. Ofelia Valdecanas, Dr. Nicanor
Tiongson, Dr. Juan Jamias, Dr. Doreen Fernandez, 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 PlC is a network of church-based institu-
tions which is committed to rationalizing the communication sector
through advocacy and lobbying, continuing education, seminars and
 POST-EDSA COMMUNICATION MEDIA

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
(FAME) and the Concerned Women of the Philippines (CWP). PAME
aims to develop among teachers, parents and students a critical atti-
tude 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 mdia, community media,
telecommunication, and information te&froiogy. Philippine communi-
cation 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 enterprise system; (c) return of the democratic space after the
EDSA revolution; (d) liberalization and deregulation of the telecommu-
nications sector; and (e) move towards decentralization resulting in the
growth of provincial media. The exponential growth in communication
was not only limited to Metro Manila but in the regions as well. The
Philippine Media Profile (1995-1996) reported that there are now 342
provincial newspapers nationwide. Of this number, 72 are dailies, 245
are weeklies and the rest are either monthly or quarterlies. In 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 growth of provincial newspapers,
including the dailies, can be attributed to the following: (1) return of
the democratic space after the 1986 EDSA revolution; (2) improvement
in the political and economic environment in the regions which en-
cóurges investors to start a newspaper; (3) setting up of communica-
tion/journalism schools in the regions which provide a source for
needed manpower; and (4) advent of new printing technologies which
are also accesible to provincial publishers.
The first commercial station to broadcast on theultra high fre-
quency (UHF) channel was the Southern Broadcasting Network (SBN
Channel 23) which aired by mid-1992 featuring programs from World
TV. This was followed by Channel 23 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 Network Channel 31.
The most phenomenal growth is in cable television. The growth of
the first cable television introduced in 1969 was stunted during the
Marcos regime because of a decree granting exclusive franchise to a
business ally of the former president to install and operate cable TV
nationwide. This decree was abolished by President Aquino in 1987.
Today there are about 753 cable TV operators nationwide owned by
more than 500 companies. It estimated that some 430,000 households
have access to cable TV.
One of the important developments in local television programming
in the 1990s was the introduction of more quality educational and
children's programs. PTV Channel 4 airs three telecourses for teach-
ers—elementary science, chemistry and physics under the Continuing
Education Program for 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 winning Negosiete and Agrisiete. The team of Zenaida
Domingo and Rebecca Smith conceptualized and produced these pro-
grams. World class children's TV programs were made possible
through the efforts of Fenny delos Angeles Bautista of the Philippine
Children's Television Foundation (PCTVF) and Gina Lopez of ABS-CBN
Foundation. PCTVF produces the award-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 aired daily. since 1994; Hirayamanawari, a values-oriented pro-
gram; Bayani (about heroism and heritage) and Math Tinik, mathemat-
ics for primaryand intermediate pupils.
Meanwhile,, a National Information Technology Plan (N1TP) 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
II, 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.

10
 POST-EDSA COMMUNICATION MEDIA

Megá Communication Enterprises

The 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 technolo-
gies is on a decline, thus making them more accessible. Low-powered
radio stations can now be set up in remote communities with a capi-
tal of only 50,000 pesos.
On the other hand, technological trends such as multimedia conver-
gence has facilitated cross-media (communication technology) owner-
ship 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 this 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 mônitOs. This cross-media (tech-
nology) ownership is best illustrated in the case of today's major
broadcast networks (ABS-CBN 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 own-
ers rather than the common good.

Communication and Politics

Like in the United States, the mass media and other information
technologies have exercised tremendous influene in political cam-
paigns. They aie important vehicles in shaping a politician's iiñaë; in
trending voting preferences and in disseminating political platforms: 1t
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

11
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 Cendafla in
public information; Adrian Cristobal, Social Security System adminis-
trator and presidential spokesman; and former Press Secretary Rodolfo
Reyes. Many of today's political leaders also started their careers as
journalists—Jose de Venecia, Blas Ople, Francisco Tatad, Orlando
Mercado, Feliciano Belmonte, to name a few. Among the former cam-
pus journalists who are now in government service are Miriam Defen-
sor-Santiago, Franklin Drilon, and Roilo Golez.
What factors make communication and journalism an ideal training
ground or launching pad for national leadership? Communication, in
the perception of scholars and practitioners who have been tapped to
provide technical expertise in development programs provide sensitiv-
ity to development needs of local communities. The skills needed of
journalists and communicators—ability to write, verbal skills and sen-
sitivity to feedback are prerequisites for careers in public service and
politics. Communication, being a hybrid of diverse social sciences pro-
vides the breadth of perspective that other disciplines cannot give.
More and more media personalities enter politics and easily get
elected and this can be partly attributed to high name recall. Con-
versely, politicians go into media (journalism) to ensure their political
"sustainability." The former include vice president Joseph "Erap"
Estrada, Senators Orlando Mercado, Ramon Revilla, Loren Legarda,
Renato Cayetano, and Vicente Sotto. The latter include Senators
Ernesto Maceda, Miriam Defensor-Santiago, to name a few.

Women in Communication Media

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

der equity issues. Still, there are two main issues involved in women
and media: the role and status of women working in media and
women's image in media. Over the past years, the role and status of
women as journalists and media managers have been enhanced sub-
stantially. Many of the so-called hard beats such as politics, business,
defense and police, etc., are gradually being "manned" by women re-
porters. When before the highest position women journalists could
aspire for was the editorship of lifestyle and society pages, today a

12
 POST-EDSA COMMUNICATION MEDIA

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

Jimenez-Magsanoc'of Philippine Daily Inquirer and Malou Mangahas
of The Manila Times. Many other women communicators now occupy
senior management pbsitions including president or chief operating
officer of advertising firms and - even telecommunication companies.
Among them are Barbara GonzaIe of J . Romero and Associates, Emily
Abrera of McCann Erickson, and Marilyn Santiago of Philippine Wire-
less, Inc. While women are now perceived as "equal" to men in terms
of roles and opportunities, there has been little improvement in terms
of women's image in media. There continues stereotyped images of
women as weaker sex, sex objects or commodities, fragile, passive and
even mindless individuals.
A concrete action plan to alleviate the plight of Filipino women is
found in the Philippine Development Plan for Women. Its media sec-
tion aims for a level playing field between men and women media
practitioners, and advocates the following: (a) Images of women must
veer away from the 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 ur-
ban poor, grassroots, and cultural communities.

A Question of Ethics - -

The Philippinernass media scene has regained its image as the fre-
est, 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 stan-
dards 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 journal-
ism through grants to journalists, training and publications. PCIJ sto-
ries, which focused on environment, politics and governance, judicial

13
 PHILIPPINE STUDIES

system, human rights, peace process, among others, had considerable

impact in society including legislative investigations, replacement (res-
ignation) of public officials, etc. Another 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 profes-
sionalism 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 PRprograms 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 communi-
cation 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 by the campaign. Within this new communication environ
ment, communication scholars and practitioners introduced the con-
cept of social mobilization (and advocacy) as an alternative
communication strategy. UNICEF, the concept's lead proponent views
social mobilization as the process of generating and sustaining the

14
 POST-EDSA COMMUNICATION MEDIA

active and coordinated participation of all sectors at various levels to

facilitate and accelerate the improvement of the quality of life of
marginalized groups (Valdecañas 1996).
Communication scholars and strategists also focused their attention
on environment and the peace process. Environment, or its broader
concept, sustainable development, was considered a priority global
concern needing innovative strategies.. Information, education and
communication (IEC) not only creates public awareness of critical prob-
lems but also mobilizes multisectoral participation in community-
based programs are important factor in arresting the irreversible
environmental crisis.
ActOrs from all sectors in the various peace processes are all in
agreement that communication played a critical role in facilitating con-
sensus and reconciliation. Peace communication, in its broadest defi-
nition, included such dynamics as: (1) dialogue between the
protagonists; (2) media coverage; (3) institutional or administrative
communication; and (4) use of informal communication networks
(Braid 1997).
President Fidel V. Ramos, in his recent book, Break not the Peace
(1996) noted that of the sixteen lessons learned from the Mindanao
peace agreement in September 1996, at least eleven were specifically
communication strategies while the other five depended on 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 significant development in applied communication is dis-
tance education (open learning) which is expected to revolutionalize
education. The advent of new information and communication tech-
nology provided greater opportunities to use these technologies as
alternative learning delivery schemes. The classroom of the future will
undergo drastic transformation in that it will become a digital class-
room where teacher and student will be in active interaction mediated
by multi-media technology. The teacher's role will be transformed
from teaching to facilitating. Communication skills 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 AlexanderFlor,

15
 PHILIPPINE STUDIES

Rebecca Pestaflo-Smith, Louie Tabing, Teresa H. Stuart, Mary Ebitha Y.

Dy, Felix Librero, Carlos Arnaldo, Cesar Mercado, Nora C. Quebral,
Juan Jamias, Juan Mercado, Frankie Liaguno, Delia Barcelona, Ben-
jamin Lozare, and Paulina Bautista.
Earlier communication studies have focused on .the effects of com-
munication on agriculture, family planning, voting preferences and
consumer behavior. By the mid-eighties and nineties, there was a con-
tinuirig . interest on effects but added to the previous areas were envi-
ronment, 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 com-
munication 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 journal-
ism (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,

16
 POST-EDSA COMMUNICATION MEDIA

some 15,000 students were enrolled in communication departments/

schools nationwide. Third, development communication (Dev Corn)
became an attractive option for schools outside Metro Manila, particu-
larly 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.
1.
More and more communication scholars and practitioners are into
writingand 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 II 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 programs to fit the emerging Knowledge
Society.
Current communication programs (as reflected even in the CHED-
approved curricula) still perpetuate the traditional media divide by
arranging courses and specializations around the media—print, broad-
cast, public relations, and advertising. This is contrary to the trend
towards convergence of media and technology brought about by digi-
talization, computerization and telecommunication (Tuazon 1997).
With convergence, the communication graduate of the near future
should be a multimedia specialist. The perchant for traditional special-
izations (or rigid departmental lines) while ensuring proficiency in a
particular medium, will only render communication graduates inflex-
ible and even obsolete. What accounts for the slow integration of IT
and new communication technology in the communication education
curricula?
First, we still do not have enough teachers who can develop course
designs and learning-teaching materials and therefore, the expertise to
teach IT-related subjects. As a recent PACE survey revealed, a major-
ity of communication teachers are familiar only with basic packaged
software programs. It is not surprising to see students more computer
literate than their teachers. Second, even if IT courses are offered, we

17
 PHILIPPINE STUDIES

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

have enough indigenous materials. Third, to introduce changes, we do
not only need to re-tool our teachers and school administrators but
equipment and facilities as well. This means financial investment for
schools which may not come easily
The introduction of new information technology has also created
new career paths for graduates. They will no longer be confined to
career offerings of media enterprises. These new and more challenging
career areas include science communication, educational technology,
informatics, management information systems, distance education,
multimedia courseware development.
The Commission on Higher Education (CHED) recently approved
the Standard Curriculum for Bachelor of Arts (AB) programs in Com-
munication, Broadcasting and Journalism. All three programs require
a total of sixty-three units (excluding the general education units of-
fered during the first two years of college education). The CHED Tech-
nical Panel which prepared the curricula 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 communication
was 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 Internship program aims to expose the communication student
to the real world of mass media where he acquires hands-on experi -
ences to ensure a smooth transition from the four walls of the class-
room into the workplace. But the program has encountered serious
constraints. Media organizations 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 students,
etc. Students complain that they are merely assigned to do menial jobs.
PACE has initiated dialogues with KBP and PPI to systematize and
standardize the internship 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

18
 POST-EDSA COMMUNICATION MEDIA

Practices; Advertising and Public Information; Development Commu-

nication; Media Management and Entrepreneurship; and Introduction
to Communication Research. Electives include "advanced" subjects
such as Advanced Writing for Print; and Advanced Public Information
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 special-
ized 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, FilmCriticism, Technical Writing; among
others. AB in Broadcasting also requires thirty-six units of major sub-
jects and twelve units of electives. The major subjects range from Pro-
gram Planning and Building to Audio/Video Procedures and
Opeiations and Radio/TV Production Direction. Electives include spe-
cific (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 educationare af-
fected 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 univer-
sity/school. There will be unlimited channels and strategies of deliv-,
ering and acquiring knowledge and skills which are flexible,
interactive and needs-specific.
In many 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

19
PHILIPPINE STUDIES

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

multimedia applications and access to telecommunications networks
linking schools all over the world. Communication systems such as
modems, telephones, fax, and dialers have been integrated in existing
networks (Medado 1997).
Open universities and distance education have become popular and
are now accepted as important delivery systems. The entry of more
information technologies will facilitate closer linkage between centers
of learning and work stations (industries). Former De La Salle Univer-
sity president and now DECS Secretary Bro. Andrew Gonzalez foresees
schooling as interspersed with exposure to the world of work and to
actual practicum rendering the traditional arrangement of school cal-
endars and scheduling of classes obsolete. Universities will be like
service stations for learning (Gonzalez 1997). They will continue in re-
tooling and re-certification of new knowledge and skills. Among the
pioneer institutions in distance education are the Open University of
the Philippines, Polytechnic University of the Philippines, St. Louie
University Visayas State 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 events reporting as it does not sufficiently cover complex
issues and concerns. Events reporting deals with concrete events using
the five Ws and one H (i.e., who, what, where, when and how)
as standard news writing formula and sometimes focuses on the un-
usual, sensational 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 the larger
socioeconomic and political environment. It examines the whys and
hows of events 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 manifest or visible. Process
journalism was first introduced by international development agencies,

20
 POST-EDSA COMMUNICATION MEDIA

particularly the UNICEF which realized that development issues can-

not be sufficiently addressed by the traditional "he said, she said"
journalism.
The communication professional of the future will be both a special-
ist and a generalist. A specialist is able to apply general skills or com-
petencies in a particular field cognizant of the distinct requirements of
the 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 assisted reporting, and management
information systems although the application of such skills can be very
focused on a particular area. The communication professional of the
future may not even be a communication graduate but a professional
from another discipline who can function as one. In the 1990s and
beyond, information processing skills will be as basic as the 3Rs to all
the professions even as the challenge is greater among communicators
and journalists. The individual must be able to select, organize, synthe-
size, 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 strate-
gic 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 broad-
casting, children's programming, science and technology, among oth-
ers. Gaining popularity are investigative and advocacy journalism.
New IT such as desktop publishing, handycarn recorder, and even
"xerox," machine have spurred business/ entrepreneurial opportuni-
ties. With adequate skills trainings, students can offer professional
production services using these technologies. To inculcate this "entre-
preneurial spirit" the communication curricula should be able to offer
relevant courses such as management of media enterprises and com-
munication management.

21
 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 pro-
grams. 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 man-
agement skills. PIOs will be more actively involved in visioning, con-
flict mangement 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-me-
dia. They Will be the managers of learning resources for the schools of
the future. Sociology, anthropology and political science service stu-
dents would benefit from courses such as cross-cultural and interna-
tional communication.
Linkage with social science and liberal arts disciplines is no longer
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 re-
sources, 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, com-
munication students should be taught to "think global." They should
be made aware of global issues and events and should understand the
culture, values, and political and economic systems of other countries.
International communication and cross cultural communication should
no longer be electives but core subjects.

22
 POST-EDSA COMMUNICATION MEDIA

In 1998 the Asian Institute of Journalism and Communication re-

leased its UNICEF-commissioned study entitled Megatrends: The Future
of the Filipino Children. This study examined issues and trends in ten
development areas including communication and mass media.

Communication Challenges in Today's Global Village

With the advent of new information technology and globalization
new issues and challenges have emerged such as: How do we balance
globalization with indigenization? The MacBride Commission (1980)
has warned of the dangers of cultural homogenization with western
lifestyle as model or standard. The one-way flow of images and mes-
sages in favor of the 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 produce their own programs. A model project is
Tambuli, a network of low-powered community radio stations in re-
mote Philippine villages nationwide. UNESCO's Memory of the World
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, some nations may have neglected the
traditional (including folk) and small media leading to their eventual
demise. These "old" channels are very much part of the culture and
tradition of indigenous communities and have been found to be effec-
tive IEC channels.
The dominance 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 barrier to
attaining cultural pluralism.
With the end of the nation-state and the emergence of global soci-
ety, every individual is expected to have a more broadened worldview
which would include global issues and concerns. Knowledge of the
local community is no longer adequate 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 CNN play a critical role in moulding public opinion. The local
audience must be able to "process" information from these foreign
sources.
23
 PHILIPPINE STUDIES

The advent of new information technologies necessitates a review,

amendment and revision of existing laws and policies. Technological
trends may have rendered some policies obsolete. Laws on libel, ob-
scenity, and pornography were passed long before the advent of the
Internet which is now emerging as a major purveyor of sex and vio-
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 in-
formation and communication technology. These concerns include ethi-
cal and legal approaches which could encourage multilingualism,
pluralism and cultural diversity, moral obligations of information pro-
viders, 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 skills. 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 ad-
vent 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 pillar 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 to-
day because the emerging global society requires that all cultures must
be able to live and work together. Cooperation, peace, harmony and

24
 POST-EDSA COMMUNICATION MEDIA

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 individüàl with com-
munication competencies. which will enable him to relate and function
in an increasing interdependent and interrelated world.

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