What do you think is the impact of Internet on journalism over the next five years in the Philippines? Will it be helpful or detrimental?

Notwithstanding the current limited reach of the Internet, we expect the number of active Internet users in the Philippines to exponentially increase (as it did in the past) even if the Internet will not likely reach half of the population. Social networking sites like Facebook will remain to be popular. Internet access through mobile phones will become more popular, although this will be confined to those with high purchasing power. In this context, the practice of journalism will still incorporate the opportunities provided by the new media either as one of the tools of the trade (e.g., mobile phone, digital camera), sources of information, or tips for potential stories (relevant status updates or tweets).

In a sense, the Internet will be helpful because it facilitates faster communication. The downside is the reliability of information shared on the Net which can be easily solved by the journalists’ constant checking of its provenance and accuracy.

Do you think it will affect how journalists go about with their jobs? How?

Journalists will be all the more challenged to straddle the different forms of media. In the same way that the new media cannot be dismissed as just a passing fancy of the youth, the traditional media still have their own functions in reaching out to various audiences. Of course, it’s also necessary to maintain the same high professional and ethical standards because of the temptation provided by the new media like immediate uploading of stories even if the data are not yet verified. Only an ethical journalist would know the mistake of doing so since he or she does not have a “scoop” mentality (i.e., in the context of new media, “commit mistake now, correct later.”)

Will it change how Filipinos get their news? How?

I sincerely doubt that print journalism will die in the next five years as a result of new media. In the case of traditional broadcast journalism (radio and television), we are seeing its integration with the new media as the term “broadcast” is being re-defined to include webcasting (streaming audio and video). As stated previously, there still exists a limited reach of the Internet though it is possible that the Internet-savvy generation of the youth would start depending on getting information from the Web, either through the websites of media organizations, aggregates, or social networking sites.

In your opinion, will it affect how media outfits get revenue? In what ways?

Media organizations are now changing their strategies in generating profits. If Rupert Murdoch were to have his way, he would charge fees for content that online visitors want to read in his news media websites. We might see the prevalence of stealth advertising or product placement on the Net in the next few years, a situation that is already happening on radio and television.

Finally, compared to other countries, how well do you think will Philippine journalism be able to adapt to the Internet age?

The presence of mainstream and alternative media is already evident in the new media, and the Philippines proves to be an interesting case study. The country’s history helped shape the media into what they are right now, as EDSA 2, for example, gave rise to alternative publications like Kodao Productions, Bulatlat and Pinoy Weekly.

Just like their counterparts in other countries, Filipino journalists generally seem to adapt very well to the Net as blogs, social networking sites and most other features of the Web are user-friendly. They, along with other computer-literate Filipinos, therefore find it easy to use new media. Whether or not journalists can effectively use new media, however, in their profession is another matter. But it is good to know that there is an increasing number of journalists who maintain blogs, for example, to reach out to a wider audience.

What is the SOP before a story or article is approved for printing? Is there a verification committee who checks all the facts in the story?  How is it done?

The vetting of stories is done by the editors. A copy editor focuses mainly on the form (grammar, syntax and diction) while the desk editors are responsible for both form and content. Depending on the media organizations, there are different kinds of editors which function as gatekeepers — editor-in-chief, associate editors, managing editor, section editors (e.g., news, opinion, sports, entertainment), city editor, among others. Fact-checking is a shared responsibility of both reporters and editors. Concerned readers also do fact-checking whenever they write letters to the editor, though such function is done after the fact.

If there are any complaints from readers, how is it addressed? Are the methods of handling complaints similar to all?

Aggrieved parties could send feedback (e.g., letters to the editor) to the concerned news media organization. If the latter fails to act on the complaint (usually done through publication of the complaint and/or a formal reply), one can complain to media groups like the Philippine Press Institute (if the print publication is a member) or the Kapisanan ng mga Brodkaster ng Pilipinas (if the broadcast organization is a member). Media monitoring agencies like the Center for Media Freedom and Responsibility (CMFR) may also be approached. If the complaint is meritorious, it is possible for the CMFR to investigate and write about the complaint. The handling of complaints could differ depending on the media organization. The Philippine Daily Inquirer, for example, has a Reader’s Advocate who can directly receive and handle complaints from readers.

You have mentioned self-regulation in your blog and you said that it could be done in various levels including the level of media audiences, how exactly can the consumers (i.e., the regular Juan de la Cruz) aid in the process of media self-regulation?

It’s necessary for audiences to be more active in terms of demanding a relevant and transformative media. They should consider organizing themselves into media advocacy groups (something that’s practically non-existent in the Philippines right now) whose aim is to monitor media content and make the necessary recommendations. If media organizations fail to live up to the audiences’ reasonable expectations and demands, such media advocacy groups could initiate creative campaigns to expose such failures, as in the case of boycott campaigns done by consumer advocacy groups.

Would you think it is possible for all media organizations to organize themselves and form an entity which creates and implements rules to combat abusive media among others – rules with corresponding penalty to be effective? Or maybe could we require organizations to join groups like KBP where rules to deter abuse are in place.

Professional and ethical standards in the practice of journalism are already existent. Legislating such standards would be anathema to press freedom as this could be subject to abuse by the powers-that-be and other interest groups. Unethical practices in media organizations are better handled through self-regulatory mechanisms like PPI and KBP. They actually impose sanctions on erring member-organizations. The basic challenge therefore is to strengthen self-regulation in media and not to resort to legislation to solve the problems besetting media practice.

There is a proposal to create an organized media advocacy group that will regulate and monitor the media for any errors or abuses – how does this work? Doesn’t this seem an impossible task to leave to just one committee, how can they assure that the interests of all persons who are attacked by the media are sufficiently protected?

Concerned media audiences should establish organizations with the main objective of monitoring media content (e.g., TV programs) and then identifying their strengths and weaknesses. The mandate could be as specific as looking for evidence of “stealth advertising” or as general as analyzing the separation of commentary and factual presentation. The members of the media advocacy group should know how to conduct media research (e.g., how to compute time allotment, how to spot stealth advertising) and should be willing to devote time and effort in monitoring the journalistic outputs of news media organizations. One group can never be enough, so having several media advocacy groups with varied mandates/objectives are preferred. There is no assurance that all interests of media audiences will be properly represented, hence the need for a critical mass of audiences to engage in organizing work.

Do you think there is a need for a right of reply bill (RORB)?

The proposed “right of reply” is not just an editorial nightmare but an affront to press freedom. Audiences have the inherent right to reply to one-sided or irresponsible reportage. Self-regulatory mechanisms are already in place to ensure that their complaints are properly addressed. Any weaknesses of such mechanisms should not be taken to mean it is time for legislation to take over.

What do you think of the proposal to replace the libel bill with the right of reply bill?

Libel and the proposed right of reply are two different things. There is in fact a proposal to amend the libel law by decriminalizing libel. Another argument is that the libel law should be repealed altogether.

If the scope of the bill was narrowed following the reply laws of some European countries i.e., replies could only be made to address factual errors but not to comment on opinions that the reader doesn’t like, that the reply should be given similar prominence while not necessarily be printed or aired in the same position as the original article. Would you be more amenable to such a bill?

The issue is fundamental: Why should we legislate media practice? Why should there be a law that, in effect, imposes upon news media organizations what should be published or aired? “Similar prominence” and “factual errors,” even if they are easily understood, are subjective terms and are therefore subject to abuse by the powers-that-be.

If ever, in what instance would you think a RORB to be plausible? What if its a proposal from concerned groups/citizen and not a product of personal pique?

Part of the responsibility of media is to raise the people’s consciousness. Just because certain audiences are demanding certain media content does not mean that the news media would give in. Reporting is not a populist endeavor. Published or aired reports, in theory, help in the shaping of public opinion. Armed with the knowledge of media literacy, I think that well-informed audiences can make reasonable demands to news media to provide the content that people need instead of what they want.

Gaano nakaapekto ang namamayaning tradisyon ng paggamit ng Ingles sa print media sa pagkakatali ng paggamit ng Filipino sa tabloid?

Mahalaga ang epektibong paggamit ng sariling wika sa midya para sa pambansang pagkakaisa at pagbubuo ng pambansang kamalayan. Dahil ang peryodismo sa wikang Filipino ay mas naiuugnay sa tinatawag na “yellow journalism” na makikita sa mga tabloid at ilang programa sa telebisyon, napapababa nito ang pangkalahatang pagtingin sa pambansang wika. Kung iuugnay ito sa polisiya ng pamahalaan (at ilang eskuwelahan) na bigyang prayoridad ang Ingles sa halip na Filipino, hindi na nakakagulat ang pagkakaroon ng mentalidad ng maraming Pilipino, lalo na ang mga nasa kapangyarihan, na mas mainam na matutuhan ang Ingles kaysa Filipino.

Ano ang bentahe at disbentahe ng paggamit ng Filipino sa print at sa kabuuan ng midya?

Kung gagamitin ang sariling wika, mas maiintindihan ng maraming Pilipino ang mensaheng nais ihatid. Makakatulong din ito sa pagbubuo ng pambansang identidad.

Masasabing disbentahe ang paggamit ng sariling wika sa mga dayuhang nais maintindihan ang ating midya. Pero pundamental na usapin kung para kanino ba ang midya ng Pilipinas. Mainam ngang maintindihan tayo ng lahat (Pilipino’t dayuhan) pero kailangang magbigay tayo ng kaukulang prayoridad sa sariling kababayan. Maaaring magkaroon ng kompromisong may ilang seksyon/programa sa midya na gumagamit ng wikang Ingles, pero dapat na nakakapangibabaw ang wikang Filipino.

Nagsagawa kayo ng isang pag-aaral na nangailangan ng pagmo-monitor ng mga newscast sa telebisyon sa isang takdang panahon (eleksiyon, kung di ako nagkakamali). Sa mga programang ito, gaano kasinsin ang paggamit ng Pilipino?

Sa dalawang pag-aaral tungkol sa pagkober ng midya sa eleksiyon noong 2004 at 2007 na kung saan naging bahagi ako, kapansin-pansin ang paggamit ng wikang Filipino sa primetime TV news. Nakatulong ang paggamit ng sariling wika sa pagpapakalat ng impormasyon sa mamamayan. Pero may ilang kahinaan sa pagbibigay ng konteksto at pagpapalalim ng pagsusuri sa mga isyu. Hindi rin masyadong natalakay ang mga plataporma dahil mas binigyang-pansin ang mga personalidad at karakter ng mga kandidato. Sa pangkalahatan, ang paggamit ng wikang Filipino sa midya noong panahong iyon ay kumikiling sa sensasyonal, tsismis at trivia.

Sa print media, ano ang mga obserbasyon ninyo sa paggamit ng wika ng mga mamamahayag sa Filipino?

Mas nagagamit ang wikang Filipino sa mga tabloid na may oryentasyong magbalita lang ng mga tungkol sa krimen, tsismis at trivia. Ang “yellow journalism” na ito ay naipapakalat sa mas maraming Pilipino dahil sa paggamit ng sariling wika, bukod pa sa murang halaga ng isang isyu ng tabloid.

Pero dahil sa mga tabloid na ito, ang opinyong pampubliko tungkol sa peryodismo sa wikang Filipino ay mas naiuugnay lang sa “yellow journalism.” Nakakalungkot na hindi nakikita ang potensyal ng sariling wika sa pagpapataas ng panlipunang diskurso.

Anu-ano ang mga problemang kailangang tugunan, kung pagsusulat sa Filipino ang pag-uusapan?

Pangunahing salik ang oportunidad na maaaring ibigay sa mga peryodistang nais gumamit ng wikang Filipino. Kumpara sa maraming broadsheet at magasing nakasulat sa wikang Ingles, halimbawa, limitado lang kasi ang maaaring pagsulatan sa wikang Filipino. At bagama’t maraming programa sa radyo’t telebisyon na gumagamit ng wikang Filipino, kailangan ding suriin kung paano ginagamit ang sariling wika sa diskusyon ng mga isyu. Kung nagiging mababaw lang, halimbawa, ang pagsusuri at mas binibigyang-pansin ang tsismis at trivia, hindi nakakatulong ang mga programang ito sa pagpapayaman ng sariling wika.

Gaano kalaki ang maitutulong ng isang stylebook para matugunan ang mga suliraning ito?

May malaking maitutulong ang isang stylebook pero mas mahalaga ang oryentasyon ng mismong organisasyong pang-midya. Kung may problema sa huli, magiging bale-wala ang anumang stylebook dahil mapapatibay lang nito ang isang mali.

Sa inyong tingin, gaano kahalaga ang papel ng pagpapalaganap ng masinsing paggamit ng wikang Filipino sa pagbaka sa pamamayani ng paggamit ng Ingles sa print media?

Marami nang pagtatangka noong magkaroon ng broadsheet sa wikang Filipino pero hindi ito nagtatagumpay. Maraming dahilan kung bakit mahirap magkaroon ng isang broadsheet sa wikang Filipino. Una, ang halaga ng broadsheet ay para lang sa mga nasa gitna’t nakatataas na uring mas pamilyar sa wikang Ingles dahil sa klase ng sistema ng edukasyong mayroon ang Pilipinas. Ikalawa, walang lakas ng loob ang mga kapitalistang gumamit ng wikang Filipino dahil hindi ito ang “pormula” para kumita nang malaki sa print media. Ikatlo (at may kaugnayan ito sa ikalawang punto), hindi naman tinitingnan ng mga may-ari ang organisasyong pang-midya bilang instrumento ng pagmumulat kaya wala sa konsepto nila ang papel ng Filipino sa panlipunang diskurso.

Ang stylebook ay para sa Pinoy Weekly. Ano-ano ang mga bagay na maaaring idagdag sa gabay sa istilo bukod sa mga batayang patakaran (hal. sa grammar, ispeling, tambilang, pagbabantas) upang maipakita ang karakter nito at ideal na isinusulong nito?

Kailangang mapatingkad ang kaibahan ng Pinoy Weekly sa iba pang tabloid o organisasyong pang-midya. Para sa mga may-ari ng midya o patnugot na nais gumamit ng wikang Filipino, kailangang malinaw kung bakit nararapat na gawing modelo ang Pinoy Weekly sa pagsusulong ng makabuluhang peryodismo.

What do you think should be the ideal practice of journalism?

The practice of journalism should adhere to the highest professional and ethical standards of the profession.

What are the obstacles you experience with regard to teaching what you think is the ideal form of journalism practice?

News media are perceived mainly as business enterprises and the shaping of public opinion consequently becomes profit-oriented. Only a few professors have a clear grasp of the dichotomy of the mainstream and alternative media existing in today’s society. Most of the time, current alternative media are dismissed as pseudo-journalism or worse, mere propaganda of certain interest groups.

What is the role and duty of the journalist with regard to bringing about social change and development?

The shaping of public opinion is within the purview of effecting social change. There is therefore an inherent acknowledgment of problems besetting society, an analysis of which may vary depending on the journalist’s convictions.

With what social or economic class should journalists most empathize with in their professional work?

I would like to think that the natural bias is towards the marginalized sectors of society for the simple reason that they are more in need of support in terms of media coverage. If a journalist believes that social inequity and inequality deprive poor people, for example, from having access to basic services, then it follows that he or she should give them access to the media for proper redress of grievances, mindful of the fact that the other side should also be given necessary space and airtime.

What economic class is most important to bringing about social change and development?

I think the marginalized sectors of society should benefit from any form of social change, whether in the terms of administration (people), government (structure), or mode of production.

What is your view of the obligation of journalists for instigating and sustaining social change and development?

Journalists practice the profession for a simple reason: They want to engage in truth-telling through their journalistic outputs. The information media organizations provide set the agenda not only for policy-making but also mass actions.

What journalistic skills are best learned in a university or college setting?

Analytical, writing and other related skills can be taught at universities or colleges but they have to be complemented by actual practice whether through campus journalism or part-time work in media organizations. Students could also benefit greatly if professors are practicing journalists themselves because they can better share relevant work experience. This is the reason I continue to be a journalist even if I already have full-time work in the university.

What is the importance of attending a good university or college to learn journalistic skills?

Depending on the school and the professors handling the courses, the academic environment can provide the necessary skills, knowledge and theoretical grounding with regard to journalism. But as mentioned before, actual practice is necessary and it should not be confined to classroom workshops or writing laboratories. Students should be required to do field work, and must have enough initiative to work, even if part-time, for media organizations even if these are not class requirements.

What is the the best type of educational model for developing skilled journalists?

Even at the risk of being biased, the liberal education at the University of the Philippines (UP) provides an atmosphere conducive for teaching journalism and other disciplines. Students are shaped to become independent thinkers and their quest for knowledge tends to go beyond the four walls of the classroom, so to speak.

What are your suggestions for improving journalism education in the Philippines?

It should take on a multi-media orientation where students are exposed to the different forms of mass media, not just print. Professors should be hired not on the basis of their academic credentials but relevant work experience. They should also be encouraged to practice the profession so that they could continue to provide relevant education to students.

What is your opinion of alternative journalism models such as Civic Journalism, Development Journalism or other models of participatory/interventionist journalism?

In the final analysis, there is only one set of standards in the practice of journalism. The so-called journalistic permutations exist to either reaffirm adherence to such standards (e.g., Peace Journalism, Advocacy Journalism), promote a particular specialization, lifestyle or cause (e.g., Online Journalism, Environmental Journalism) or to distort and use the tenets of journalism to serve one’s purpose (e.g., Marcos-style development journalism). I think that the best way for students to appreciate the different permutations or models is to analyze the evolution of journalism into a profit-oriented enterprise. This has, after all, resulted in the erosion or misinterpretation of professional and ethical standards which are supposed to be easily understandable and implementable.

(Una sa dalawang bahagi)

DAEJEON, Timog Korea – Hayaan mong magsimula ako sa isang pag-amin: Wala ako sa Pilipinas kaya hindi ko alam kung gaano karaming espasyo o airtime ang ibinibigay sa mga patalastas ng mga personalidad na tatakbo o may planong tumakbo sa darating na halalan.

Hindi ako madalas makapanood ng live streaming ng mga istasyon ng telebisyon at wala ritong nabibiling diyaryo mula sa Pilipinas (bagama’t alam ko ang nilalaman ng ilang diyaryo sa pagbisita sa mga website nito).

Pero sa kabila ng limitasyong ito, halatang-halata ko ang kolektibong pagkadismaya sa mga lumalabas na political ad batay sa ulat ng ilang peryodista, bukod pa sa mga testimoniya ng maraming blogger at social media user.

Halimbawa, marami diumanong nagalit sa pagpapalabas ng mga political ad sa laban ng boksingerong si Manny Pacquiao kay Ricky Hatton ng Gran Britanya noong Mayo 3. Ano kaya ang mangyayari sa napipintong laban ni Pacquiao kay Miguel Cotto ng Puerto Rico sa Nobyembre 15?

Nabanggit na ng Commission on Elections (COMELEC) na wala itong magagawa sa paglalagay ng mga political ad dahil sa Nobyembre 20 pa ang simula ng pagsusumite ng certificates of candidacy. Hangga’t walang bukas na paghimok sa publikong iboto sila, walang batas na nilalabag ang mga taong responsable sa mga patalastas na ito.

Tulad ng mga nakaraang halalan, masasabing mapanlikha ang maraming pulitiko. Hindi man tahasang binabanggit ang kanilang pagtakbo sa halalan, ipinapangalandakan naman ang mga positibong katangian nila. Mistula silang produktong ibinebenta sa publiko, pinapatunayan ang angking bango’t ganda bagama’t wala pang malinaw na panawagan dahil hindi pa panahon ng kampanya. May prinsipyo, makatao, maka-kalikasan, maka-diyos, may mabuting pamilya, may makulay na buhay – kulang na lang ay sabihing nararapat silang maging santo o ipagpatayo ng monumento!

Sa ngayon, may tatlong klase ng mga political ad na napapanood sa telebisyon – una ay ang infomercial na naglalayong magbigay ng diumanong mahalagang impormasyon sa publiko; ikalawa ay ang mga patalastas na nagbibigay-aliw (entertainment); at ikatlo ay ang patalastas ng isang produkto (product advertisement) pero ang ginagamit na modelo o tagapagsalita ay isang pulitiko (sa halip na sikat na mang-aawit o artista).

Pero dahil na rin sa mapanlikhang katangian ng mga political ad, posibleng maghalo ang tatlong katangiang ito. Halimbawa, puwedeng lagyan ng ilang elemento ng entertainment ang isang infomercial o product advertisement.

Mainam na suriin sa puntong ito kung anong klaseng impormasyon ang ibinibigay ng mga informercial na napapanood sa kasalukuyan. Para sa mga nasa likod ng mga patalastas na ito, mahalagang matandaan ang pangalan ng isang personalidad at ang mabubuting katangian niya. Kung may pagtalakay man sa mga isyu, dapat ay magbigay lang ng mga panawagang popular sa maraming tao tulad ng pag-aalaga sa kalikasan o pag-aangat sa kahirapan. Kahit na mas mahalaga ang pagbibigay ng pahayag tungkol sa mga kontrobersiyal na isyu tulad ng pagbabasura sa Visiting Forces Agreement (VFA) o paghahain ng impeachment laban kay Pangulong Gloria Macapagal-Arroyo, minabuti ng maraming personalidad na manahimik muna para maging katanggap-tanggap sa lahat.

Mayroon ding mga patalastas na ang layunin lang ay magbigay-aliw. May isang personalidad na ginawan ng music video ng pinagsama-samang puwersa ng mga sikat na artista’t mang-aawit (pati na rin ilang basketbolista) para ipakita’t ipagyabang ang kasalukuyang malawak na suportang nakukuha niya. Bago pa man ang pag-eere ng music video na ito, nagkaroon ng isang serye ng patalastas na ipinapakita ang isa pang personalidad na makabagong superhero na handang iligtas ang masa.

At tulad ng mga nakaraang halalan, may mga pribadong kompanyang pumayag na gawing modelo o tagapagsalita ng kanilang produkto ang mga pulitiko. Hindi malinaw kung sino ang nagbayad kanino para sa ganitong klase ng transaksyon. Pero sadyang mapapailing ka na lang sa sitwasyong ang isang pulitiko ay sinusubukang magbenta ng sabong panlaba o gamot sa rayuma. Sa huling pagsusuri, alam nating lahat na iba ang ibinebenta nila!

Sa pormal na pagsisimula ng kampanya sa Pebrero 9, 2010 (para sa mga pambansang posisyon tulad ng Pangulo) at Marso 26, 2010 (para sa mga lokal na posisyon tulad ng Alkalde), makakaasa tayo ng pagdagsa ng mga political ad na humahamon sa ating pasensiya at maaaring maka-insulto pa sa ating kolektibong katalinuhan.

Mainam na ulitin ko ngayon ang isang panawagang ibinigay ko sa isang panayam sa telebisyon: Kung walang magagawa ang COMELEC sa paglipana ng mga political ad, may susing papel ang midya sa pagpigil sa mga ito kahit na magreresulta sa pagkawala ng kita.

Oo, panahon na para kumilos at magsakripisyo ang mga organisasyong pang-midya sa pamamagitan ng hindi paglalathala o pag-eere ng mga political ad na hindi nakakatulong sa paghuhubog ng opinyong pampubliko. Sa madaling salita, mainam na huwag bigyan ng mahalagang espasyo o airtime ang mga klase na patalastas na hindi nagbibigay ng malinaw na paninindigan sa mahahalagang isyu.

Hindi po ito pagbasura sa lahat ng mga political ad dahil posible namang magamit ang mga patalastas para pataasin ang panlipunang kamalayan. May sapat na editoryal na kakayahan ang lahat ng mga organisasyong pang-midya para matukoy kung alin sa mga political ad ang makabuluhan at nararapat na mabasa, mapakinggan o mapanood ng publiko. At kung nais ng mga taga-midya na kunin ang serbisyo ng ibang ahensiya, maaaring lapitan ang mga unibersidad o organisasyong nagsasagawa ng monitoring ng midya.

Hindi sapat na batayan ang kakayahang magbayad para mabigyan ng kaukulang espasyo o airtime ang isang pulitiko. Mahalagang baguhin ng mga organisasyong pang-midya ang mga polisiya o batayan nito sa pagtanggap ng mga political ad dahil may malaking papel sila sa paghuhubog ng opinyong pampubliko.

Pero may isa pang dimensiyon ang mga patalastas na kailangang malaman, bagama’t araw-araw nating napapansin ito, lalo na sa panonood ng mga paboritong programa sa telebisyon. Kung nanonood ng telenovela, hindi ba natin nahahalatang sa gitna ng pag-uusap ng mga karakter ay biglang nababanggit ang produktong ineendorso ng bidang artista? At sa panonood ng isang news and public affairs program, hindi ba’t minsa’y nahahalata rin nating may ilang segment na naglalayong magbenta ng produkto dahil sa maka-isang panig na pamamaraan ng pagbabalita nito?

Ang tawag sa sitwasyong ito ay patagong patalastas (product placement o stealth advertising). Ginagamit na ng mga pribadong kompanya ito dahil alam nilang wala sa kanila ang atensiyon ng publiko tuwing may commercial break, halimbawa, sa isang programa sa telebisyon o radyo. Kung nakapaloob nga naman ang patalastas sa mismong programang tinutunghayan, walang kawala ang mga sumusubaybay at wala silang magagawa dahil isinaksak ito sa loob ng balita o naratibo.

Ano ang kinalaman nito sa mga political ad? Kung susuriin ang nangyayari lalo na sa larangan ng telebisyon, marami nang ebidensiya ng patagong patalastas na kung hindi susuriing mabuti ng mamamayan ay magiging katanggap-tanggap sa kinabukasan.

Totoo bang ang paggamit ng patagong patalastas ay nagreresulta sa pandaraya? Ninanakaw daw kasi ng stealth advertising ang oras na dapat ay ginugugol sa pagbibigay ng makabuluhang balita o tuluy-tuloy na pagtakbo ng isang naratibo. Sa isang banda, may mga nagsasabi namang mas nagiging makatotohanan ang isang drama sa telebisyon, halimbawa, dahil nakakaya nitong magbanggit at magpakita ng mga produktong araw-araw na ginagamit ng publiko.

Sa konteksto ng mga political ad, may magandang idudulot kaya ang stealth advertising sa pagpapataas ng panlipunang diskurso?

(ITUTULOY)

Para makipag-ugnayan sa awtor, pumunta sa www.dannyarao.com.

Should the youth take part in initiatives like Ako Mismo (loose translation: I myself)?

The youth should actively participate in the movement for social change, but at the same time be very careful in joining formal and informal organizations. They should look not only at the reform agenda but also at the people behind such organizations. There are campaigns that look good in the eyes of the public because of catchy slogans and popular endorsers, but these are organized by profit-seeking companies and publicity-hungry politicians trying to capitalize on advocacies for their own benefit.

Translation: I myself will help the victims of Typhoon Ondoy

The agenda of initiatives like Ako Mismo must be carefully analyzed. For example, Ako Mismo claims that it is an “apolitical effort,” so it is not supposed to help launch the candidacy of any politician. (Then again, wouldn’t online users get a different impression when they see the “Add a yellow ribbon on my commitment” link on the website’s index page? It’s easy to argue that it is meant for a deceased President, but we all know that the yellow ribbon is being appropriated by a presidential aspirant.)

Its pluralism attracts many supporters, but shouldn’t there be a clear statement on how change could actually be done? Why is it silent on important issues like extra-judicial killings, U.S. intervention and the failure of agrarian reform? Letting the youth choose their initiatives could be dangerous and could also end up trivializing the effort, as in the case of nebulous commitments by a few participants posted in Ako Mismo’s Wall of Commitments: “Ako mismo kikilos (I myself will act)” and “Ako mismo ako mismo (I myself, I myself).” What do these commitments mean? There is nothing clear about their promises, so the direction of the Ako Mismo movement becomes undefined.

At this critical juncture of our country’s history, there is no room for being neutral or apolitical. Those who want to lead must be clear as to which way they want their supporters to go.

What do you think are the effects of campaigns like Ako Mismo on the youth?

On the one hand, awareness campaigns like Ako Mismo help raise the social consciousness of the youth. They provide a clear message that there is a need to be involved. But the question of HOW should be deeply analyzed.

Individual initiative is laudable, but the necessity for collective action should be kept in mind. I think this is also a problem with some online campaigns where cyber-activism is being claimed to be the plausible replacement for the activism practiced in the “real world.”

Despite advances in technology, I still believe that rallies, pickets and other creative forms of physically gathering people to symbolically express grievances serve as the best culminating activities for political campaigns. Such activities are not just propaganda tools to gain media mileage. They actually help symbolize collective unrest, making the public aware of the social reality. For as long as such awareness campaigns do not discourage collective protesting (even to the extent of taking the issue to the streets), they can work in the conscienticization process.

Do you think they have an effect on the 2010 elections especially on the participation of the youth?

Awareness campaigns could have an impact on the elections if the call is not just confined to voting wisely. Given the national situation, the youth must also be called upon to help campaign for social change. The nature of involvement is endless — they could actually join in the campaign of the candidates they believe in; youth bloggers could help fact-check media coverage of elections; and social media users (e.g., Facebookers and Twitterers) could help post important information. Again, their activities should be multi-pronged in such a way that they are encouraged to take part in mass actions like rallies whenever necessary.

Will these movements bring about change in the country?

Movements could bring about change only when there is active participation among different sectors of society.

Much as the youth comprise a substantial number of the country’s population and they cut across different social classes, it is still necessary to work hand-in-hand with the basic sectors of society like the peasants and workers. It behooves upon the youth to be conscious of the role of marginalized sectors in social change, and why any kind of reform in society should be geared towards uplifting their plight.

The youth should keep in mind that even if their age group (15-35 years old) cuts across different sectors of society, they should still have an inherent bias for the disenfranchised and the disempowered.

What is the state of online plagiarism in the country today?

Given the global reach of the Internet and the World Wide Web, plagiarism in the new media is everywhere and the Philippines is no exception. The vast amount of information on the Net and the ease by which these can be retrieved fuel a journalist’s tendency to claim ownership of the work of others, consciously or unconsciously.

There had been several cases of plagiarism done by some journalists in recent years. Aside from the ones mentioned in a May-June 2008 article published by the PJR Reports (re-posted in Eye on Ethics) where I was interviewed, it is necessary to analyze the case of a broadcast journalist recently accused of using the work of a blogger in a TV documentary, passing it off as her own without any attribution.

In another recent case, a print columnist unwittingly used another blogger’s post under the impression that it was merely part of forwarded text messages and tweets whose authorship cannot be traced. Even if an apology has been made for the oversight, it still cannot be denied that the columnist, who happens to be not a professional journalist but a politician, was lax in performing his duties. Perhaps this is what happens when column writing is entrusted to people who, despite their fame and fortune, are not that knowledgeable of the workings of the press and the responsibilities that go with the shaping of public opinion.

How can a journalist protect himself of herself from being plagiarized?

There are many ways a journalist can check if his or her work is plagiarized. I personally use Google Alerts, CopyGator, relevant “keyword searching” and regular “ego-surfing” to know if any of my articles are being plagiarized. There are other free anti-plagiarism tools available on the Net.

What can journalists do if their work has been plagiarized?

A journalist who thinks that his or her work has been plagiarized should bring the issue to the attention of both the supposedly erring person and the latter’s editor. If the complaint is not acted upon, he or she should approach media organizations like the Philippine Press Institute (PPI) and the Kapisanan ng mga Brodkaster ng Pilipinas (KBP). Media monitoring organizations like the Center for Media Freedom and Responsibility (CMFR) could help document the issue and expose any wrongdoing. If a journalist has both time and energy, he or she could opt to write about his own experience.

Are there actions done or punishments given to those who plagiarized?

In keeping with promoting self-regulation, plagiarism is better off handled internally within the news media organization. Groups like the PPI, KBP and CMFR enter the picture only when no action is done. Depending on the circumstances behind the act of plagiarism, the penalty could be in the form of a public apology, warning, suspension or dismissal from work.

Why do you think that there hasn’t been many solved cases of plagiarism
(online or otherwise) on the country?

Aside from the lack of firm grasp of the professional and ethical standards of journalism, there is little or no awareness among many editors and reporters of what constitutes plagiarism. One cannot rectify a mistake if there is failure to acknowledge that it is one.

For you, what is the meaning of cyberethics?

The concept of cyberethics goes beyond the practice of online journalism in the sense that it also includes etiquette on the Internet (sometimes referred to as Netiquette). In the case of the blogosphere, there exists A Bloggers’ Code of Ethics which is supposed to guide people in blogging responsibly. Some social networking sites include ethical guidelines in their terms of agreement, and the failure to adhere to such terms could mean the suspension or cancellation of one’s account.

How can online journalists practice ethics?

Online journalists should have strong adherence to the code of ethics. They can only practice something that they are aware of. They should remember that the principles and standards of journalism cut across all forms of media.

Why did you choose to be an online journalist?

The kind of journalism I practice is not medium-based. It is necessary for journalists, as well as journalism educators and students, to treat journalism from a multi-media perspective.

Aside from practicing online journalism, I also contribute articles to the print media and, for a time, was a radio broadcaster. I have no bias for or against any medium. I believe that a journalist should try his or her best to straddle different forms of media to reach out to wider audiences.

Each form of mass media has its own limits, and being an online journalist does not necessarily guarantee reaching out to the intended audience.

In this context, I have chosen to venture into online journalism for the simple reason that the technology is available and that I have taken pains to learn it. In learning online journalism, one does not need to be as computer-savvy as a programmer or developer. What is imperative, however, is to be media-savvy in such a way that one knows how to apply the principles and standards of journalism to the available technology. For example, how can a journalist use social media like Facebook or micro-blogging like Twitter in the exercise of his or her profession?

What are the benefits of being an online journalist?

New media and online journalism are said to combine the permanence of print and the immediacy of broadcast.

In online journalism, one can fully maximize the convergence offered by the new media. Aside from writing and uploading articles, one can provide pictures and streaming audio and video to complement the text. There is also the added advantage of combining text and hypertext where internal and external links can be incorporated into the articles.

What are some problems that online journalists face?

There is a need to temper the excitement brought about by using the new media. A certain degree of level-headedness is needed in availing of new technologies which must be treated as mere tools of the trade, not as the panacea of the online journalism profession.

To cite an example, there is a difference between a person who knows how to create a blog creatively and a person who knows how to write effectively. The former knows only the technical side of the easy-to-learn technology while the latter knows the principles and standards necessary for mass communication.

Regardless of the form of mass media (i.e., print, radio, television, film, new media), there are standards that must be adhered to in writing and producing media content. Those who do not have a firm grasp of such professional and ethical standards could end up compromising the latter in the actual practice of the profession.

In online journalism, the ease in uploading media content could result in publishing articles even if the data are not verified. Such overeagerness does not help in giving relevant information to the public.

When did you start as an online journalist?

I started my personal website in 1999 but I did not start blogging until 2006.

I joined Bulatlat as a member of the Board of Editors in 2001. I became a regular columnist for Pinoy Weekly in 2006, writing for both its print (currently suspended) and online editions.

Very soon, I will start writing a weekly column for an upstart website based in the United Kingdom. Details to follow.

What is your advice to those who want to be an online journalist?

A good writer spends more time reading than actually writing. The same case applies to those who want to become journalists. They should have the hunger for reading, as well as the initiative to observe what’s happening around them by talking to different kinds of people. They should also have a clear understanding of the principles and standards of journalism before writing their first article.

For those who want to go into online journalism, they should try to keep up with information about latest technologies in software and hardware and know how these could help in the shaping of public opinion.

What is a celebrity?

A person has “celebrity status” if he or she is exposed to the media by virtues of the work or advocacy that he or she does. A celebrity normally wields power and influence due to his or her political or economic status. Media play a key role in creating and magnifying a person’s “celebrity status” as they highlight his or her work or advocacy.

How do you assess the celebrity culture in the Philippines? Why is that so?

Celebrity is measured primarily by the amount of media exposure a person gets. A person’s standing in society – attained either by familial ties or personal/professional connections – also helps in attaining celebrity status.

In the Philippines, celebrities in the entertainment industry are a dime a dozen so they all compete for the people’s attention through the various radio and television entertainment programs, advertisements and other entertainment-related activities (e.g., mall shows, concerts, provincial tours). Many of them resort to various forms of gimmickry and scandals just to hog the headlines, even if only for a few days. As the saying goes, bad publicity is still publicity as far as they (and their managers) are concerned.

What is your assessment on the media coverage and portrayal of celebrities? Why?

Media tend to frame political and entertainment celebrities as larger than life, and in the process portray the Philippine social landscape (and for that matter the entertainment industry) as personality-oriented. In politics and economics, issues and concerns tend to be analyzed in the context of personality conflicts, and not within the purview of societal structures. The same case applies to culture (in particular entertainment) as films, for example, are judged mainly on box-office success rather than their directorial merits. Commercial viability of films in this instance depends on the actors starring in the films, further reinforcing the “star system” prevalent in the Philippines.

Based on your professional background and personal experience, how does entertainment journalism contribute to the entry of celebrities into politics?

Entertainment celebrities, just like other people, could have the best intentions in mind whenever they decide to run for public office. It could be borne out of frustration with the way the government is run by traditional politicians. They see themselves as the alternative candidates who are incorruptible and service-oriented. It’s also possible that entertainment celebrities see politics as alternative careers especially in situations where they feel that their 15 minutes are up with the entry of rising stars who are younger and more attractive.
Entertainment journalists, with their personality-oriented style of coverage, tend to reinforce the entertainment celebrities’ perception that they have the capacity to win in any election due to their constant media exposure.

How does entertainment journalism affect the political motives of celebrity-politicians?

An important gauge of a celebrity’s star quality is not just the amount of exposure but also the positive exposure that he or she gets from the media. Positive exposure could be based on his or her craft as an actor or demeanor as a person. Given the personality-oriented nature of coverage, questions about a celebrity’s personal or political plans are normally asked even if the topic is totally unrelated, as in the case of promoting a new film. That entertainment journalists feed on the people’s curiosity to know more prompts celebrities to avoid saying “No comment” lest their get the people’s ire.

What benefits do celebrity-politicians get from entertainment journalism? How do they get these benefits?

Entertainment journalists are no different from public relations (PR) practitioners since they all help increase the market value of a celebrity, as well as play a major role in increasing his or her electoral stock.

One can argue that there is no clear line between entertainment journalism and PR work because the so-called journalists are actually managers or handlers of the celebrities. That would explain why the kind of writing or producing they do for the media cannot be classified as journalism in the strictest sense of the word as they defy professional and ethical standards, especially when it comes to “conflict of interest.”

As a result, entertainment celebrities who venture into politics unwittingly benefit from this kind of unfortunate set-up. Unless they have many enemies among the so-called entertainment journalists, chances are they would be supported by the entertainment media in their run for public office.

Do you think being media practitioners first really helped celebrity-politicians in winning or losing the elections?

One’s celebrity status does not guarantee winning in any election. There’s a saying in Philippine politics that a candidate could win in the counting but lose in the tallying of votes. There are many creative ways by which politicians get the much-desired seat, and they all boil down to the 3 Gs – guns, goons and gold. Media exposure helps any candidate, celebrity or not, but this clearly cannot help in other important tasks like protecting votes. It can help magnify issues like cheating but the culture of impunity among the powers-that-be proves that the greedy and corrupt can be very brazen in their actions.

What are the factors that affected the win or loss of celebrity-politicians in the elections?

Being part of a big political party could help an entertainment celebrity win in an election. But his or her political affiliation could translate to a lot of horse-trading once he or she assumes power, making it hard to implement a viable reform agenda for the benefit of the people.

What do you think are the effects of the entry of celebrities into politics to the Philippine society?

Just like other well-meaning candidates, we can only give them the benefit of the doubt once they file their candidacies and judge them only when we know their platform of government (or their lack of one). Celebrities have the right to run for public office if they are qualified to do so but they should prove that they have the brains to match their looks.

One can argue that they are driven by personal ambition, but one can also look at it in the context of the collective frustration over the kind of society the country has. As the nation continues to be plundered by those who are supposed to know governance, celebrities become alternatives as many people harp on a social fantasy that the heroic virtues of characters portrayed on the silver screen would become evident once they assume office.

It is hoped that the media help in framing societal conditions not as an issue of personalities who must be elected, but as structures that must be replaced.

Ano po ang kahulugan ng wika para sa isang manunulat?

Sa pangkalahatan, kailangan ang wika para sa epektibong komunikasyon. Sa konteksto ng pagsusulat, ang wikang ginagamit ay dapat na naiintindihan ng mambabasa. Bagama’t walang masama sa pag-aaral ng dayuhang wika tulad ng Ingles, kailangang tandaang ginagamit lang ang huli kung ang nais na kausapin ay mga dayuhan o ang mga Pilipinong nabibilang sa mataas na antas ng lipunan.

Para sa isang manunulat, ang pagpili ng wika ay hindi batay sa kung saan siya komportable kundi kung ano ang wikang kayang maintindihan ng target na mambabasa. Tungkulin ng manunulat na pag-aralang mabuti ang wikang ginagamit ng mambabasa para mas maintindihan siya. Sa madaling salita, kailangang may pagsasaalang-alang ang manunulat sa pangangailangan ng mambabasa.

Ano po ang masasabi niyo sa paggamit ng dalawang wika sa Kule (kolokyal na tawag sa Philippine Collegian)? Bakit dalawang wika po ang ginagamit?

Noong panahon namin, gumagamit kami ng dalawang wika para makaabot sa iba’t ibang klase ng estudyante sa UP (i.e., mayayaman at mahihirap, pati na rin mga aktibista’t mga walang pakialam). Pero sinusubukan naming gawing Filipino ang halos lahat ng mga artikulo, lalo na sa lathalain at kultura para makatulong sa mga mambabasa na maging matatas sa wikang Filipino.

Mayroon po bang pagkakaiba sa wikang ginagamit noong nagsusulat kayo at sa kasalukuyan? ano po ang mga iyon?

Mas kolokyal ang gamit ng mga wikang Ingles at Filipino ngayon kumpara noon at gumagamit na rin ng gay lingo. Bagama’t gumagamit din kami ng katatawanan hindi lang sa Philippine Comedian (isyung lampoon ng Kule) at sa seksyong Eksenang Peyups (na sa aming termino nagsimula noong huling bahagi ng dekada 80), bihirang-bihira ang mga balbal na salita. Hindi nakakatulong ang kasalukuyang paggamit ng Filipino sa pagpapataas ng diskurso sa sariling wika.

Ano po ang kahahantungan ng wika sa Kule?

Marami pang dapat matutuhan ang mga patnugot at manunulat ng Kule hinggil sa tamang paggamit ng wika, maging Ingles o Filipino. Hindi lang ito usapin ng balarila’t ortograpiya. Kailangan ding isaalang-alang ang pangangailangan at sensibilidad ng mga mambabasa, lalo na sa paggamit ng gay lingo at ang iba pang mga kolokyal na paggamit sa wika.