N.B. – This was published in The Lobbyist (February 22) where I write a column (Subtext).

What relationship status in social media best describes advertising on one hand and journalism on the other? Answer: It’s complicated!

It cannot be denied that advertisements are major sources of revenues for mainstream news media organizations, even if they are occasionally the pet peeves of journalists who want to uphold the highest standards of journalism (particularly when it comes to truth-telling).

News media organizations, on the other hand, are mainly used by advertisers in promoting products and services even if many of these advertisers decry the negative publicity they get from news reports and other journalistic outputs.

Yes, there’s a love-hate relationship between the two. At least for mainstream media, one cannot do without the other. For them to go their separate ways would be unthinkable, even if they are often at loggerheads for invoking their respective codes of ethics that clearly conflict with each other. What else can one expect from one that adheres to accuracy in reporting reality as the other tolerates an exaggerated form of reality?

What’s good about this “complicated” relationship between an advertiser and a journalist is that both of them have tried to live with each other’s diametrically opposed beliefs on how reality should be depicted. As long as they benefit from each other and no form of prior restraint is made against the other, they can and will continue to co-exist.

It’s therefore unthinkable for the highest official of the land to pit advertisers against journalists. The last time this was done, a President was ousted even if the reason for his removal from office goes beyond trying to suppress the media. (Remember when former President Joseph Estrada allegedly led the advertising boycott against the Philippine Daily Inquirer in 1999 due to the latter’s negative stories about him?)

A case of déjà vu is apparent right now, based on President Benigno Aquino’s speech last February 17 before the Advertising Board of the Philippines, Inc. (AdBoard) when the new officers and directors were inducted at Malacañan Palace. The full text of Aquino’s speech may be retrieved from http://www.gov.ph/2011/02/17/speech-of-president-aquino-during-the-induction-of-new-officers-and-directors-of-the-adboard-of-the-philippines-february-17-2011/.

He actually pitted advertisers against journalists when he said, “[The government is] working overtime to shed daylight on the country, and [advertisers] can help by encouraging media to police its own ranks, and to provide clarity to issues.” One may argue that there’s nothing wrong with a harmless, well-meaning “encouragement” because there are indeed irresponsible journalists in our midst.

But the problem arises when the President himself makes vague assertions and uses nebulous terms like “sensationalism” and “truth” to bring home his point. Consider his argument: “Unfortunately, in our country, sometimes sensationalism is a lot better than spreading the truth. Sometimes the truth seems to have been a forgotten concept by some of our media practitioners. Those of us who would support them in their endeavors undoubtedly contribute to the problems that we face; and that’s where we have to look beyond the confines of our needs to promote our products and be the responsible Filipino that we all can be.”

Does he define “sensationalism” along the lines of spreading so-called bad news about the economy in general and his purchase of a third-hand Porsche in particular? Does he denounce media’s failure to report the “truth” as perceived by the powers-that-be? These questions are not products of mindless peroration but have more to do with analyzing his past criticisms against the media for focusing more on the so-called bad news.

If Aquino were to have his way, he would want news media organizations to lose their vital revenue source for not adhering to the version of the “truth” the powers-that-be want them to report. He clearly wants advertisers to withdraw support for news media organizations that “sensationalize” issues by exposing the harsh realities of life.

Indeed, President Aquino’s statement only exacerbates the already complicated, love-hate relationship between advertisers and journalists. One can only hope that advertisers ignore this latest tirade against the media, particularly his warped understanding of press freedom.