Tuesday, February 28, 2012

FINALS!

IMPORTANT ANNOUNCEMENT


MARCH 03 (Saturday)

March 03- Final Meeting. Reading Circles & Final Group Case Reports (This is 40 Points of your FINAL CP!), Review Quiz
 
MARCH 10 (Saturday)
FINAL EXAM
Kindly check your required readings here. 
FINAL PAPER DUE (30 points)
SELF-REFLECTIVE ESSAY
What do you consider the most important thing you
learned in MC 110? Why do you think this is the most
important? Be specific in the topics you found
interesting and state why. Relate these with your
career plans or plans for further study.

(Font TNR, 12, Spacing 1.5, max. 2 pages)
SUBMIT IN PRINTED FORMAT ON OR BEFORE
MARCH 10.

Tuesday, February 21, 2012

They are Used

Since I am not yet assigned to a particular practicum site, my interviewee is someone from the media industry I just know. A fresh grad of AB Mass Communication Major in Broadcast in Centro Escolar University, Ms. Joena Marie Manlangit, 21 years old, is from San Mateo Rizal. She is currently a researcher in GMA Network for the programs Reel Time, Motorcycle Diaries and Best Men.

I interviewed her over the phone because it is the best way to talk to her amidst her busy schedule as a researcher. I asked her about the Source-Reporter Relationship topic and I also tried to connect our conversation with what we are studying in Media Ethics.

I asked her how is it being a researcher, interviewing a lot of people, getting involve with many issues in life. She said it is hard. You have to be realìy good in public relations. You have to be charismatic but not sympathetic. You have to be knowledgeable of the people that you will meet. You should learn how to adapt to their way of life so that you may be able to get their sides easily. And no matter what happen you have to get the answers to your questions no matter what.

All along, I thought their subjects are paid in trade of their stories shared to a lot of people but they are not. She said that the company prohibits that because it adds bias to the scene. But she admitted that she gave money to some of her interviewees. She said it is unfair to them especially that their subjects all have compelling situations in life. In short, they belong to the poverty line. It is her way of bringing her thanks to them and she sees nothing bad about it.

She advised me that in this line of work. You should have a strong heart. There is no room for tears because the subjects might be affected if you will show them that. You should not be sympathetic. Maintain the source-reporter relationship. Do not go beyond that line or else something wrong might happen in the end. Like for example when she is working on the documentary entitled “Tulo Boys”. She developed friendship within them. But after the project, she was not able to sustain the communication and so her interviewees got mad at her in the end. At the end of the day, you were just a person who’s mission is to get the facts right and do not have the obligation to be in a good relationship with them even after the project.

She told me a truth I can never forget. Subjects in the stories are used. You use them to get what your job requires you to do. I asked her, ‘Do you think it’s ethical? She said it’s not. You became a user. Getting what you need to them and then leave them afterwards. But that is how business in this industry works. As for her, she makes this thing right, by giving something in return to the interviewees even if her company prohibits it. With this I remember the paradigm that I saw in our lesson, the thin line between a person’s professional ethics and moral ethics. And if I were ask if I would do the same, I would say yes.

In any job, ethical dilemmas are to be solved. It is indeed really important that all parties at stake are to be considered, not only the professional rules but also your moral obligations as well. I admire how Ms. Manlangit is able to deal with the usual problems as a researcher. As I see it, she tried her best to be a good employee and a citizen as well. It is a balance between two equally important things to her.

Wednesday, February 15, 2012

Women In Advertising

Advertising is everywhere. Women are really the most effective ingredient, when it comes to advertising. So now, every women is under the impression that they need to look good. Why, cause in advertising they don't just use a girl for their products they use girls, literally. Like, they were using the hair of a girl, the body of the other girl and the face of another. Imagine how advertising grew from decades ago. Companies really are taking this seriously more and more each year. As technology grows Advertising grows a well. Even your favorite celebrity that looks perfect for you are being turned better because of technology.

Women's self-esteem decreases as they are being influenced based on the things that they see on ads that they need to look good. Advertising is really using beauty to attract people. That's why they used celebrity or any popular personality to buy their products. It's really a good thing too see how our technology evolves. But I think we should keep in mind that we shouldn't be that affected in how we live or how we want to live. In advertising technology should really grow.

But in our society what should really grow? Is it our technology or our self-esteem? For me, I think our technology grows every minute, and every minute they create such things that we might need in our lives, but for the self esteem of the women? For me my answer is no, because every women who indulge themselves into fashion and glorify their favorite celebrities or model, i think through these women they lost their own identity and make themselves blind in advertising. And because of this behavior Jean Kilbourne said that it can lead to depression, low self esteem, and eating disorders for the women. 

Somehow, advertising can be a good purpose to us, but on the other hand there has this negative impact if we overuse it. And I'm pretty sure that as time goes by advertising changes as they explore the world of giving life on how to advertise their own product.

Tuesday, February 14, 2012

WOMEN AS THE TOPNOTCHERS OF ADVERTISING.. BUT...

Advertising as of today is obviously on to a step by step proceedings through modernization.

Advertising is the one of the smartest and influential way of promoting your products, goods, or even your bet in an election (just sayin’).The new generation of advertising creates a more twisting concepts and creativity that will give every consumer thinking.

The more they think of that product, the more they want to explore it, and in the end, they’ll purchase it. Advertising it is!

But in some other aspects of promotionals and advertisements, it is not sometimes the goods that is wavering around the mediums of media, it is the endorsers who gave impact to the products they were paid to endorse to.

For me the Women in this industry are the most effective product endorsers. They had the power to move the viewers through their unique style of promoting goods.

Some examples of women who dominate the advertising industry are Kris Aquino, Anne Curtis, Sam Pinto, Solenn Heusaff, and Lovi Poe.

As you see most of them are Ladies who has a sexy image to the public. They are the most powerful form of celebrities that can make all consumers buy the products they are endorsing.

For Kris Aquino, yes she is sexy in her own way too, but the others I have mentioned our really the new breed of local celebrities who use their sex symbol for the sake of making a big impact on the product.

In line with the movie that we watched at the MIR, Jean Killbourne’s “Killing us Softly”.

She explains all the types of media forms that we cannot see on what we are watching, reading, etc.

It is an eye opener to every one of us because in this business, the more you have the witty creativity, the more you should know your limits as well.

She added the women are the more consistent because it gets the viewers attention easily especially to men.

Yet some commercials have open up so much of their minds they forget the limitations of what they must offer only to the viewers. Not what they wanted to but what they must just put into it. Simple yet effective way and not to the extentof some vulgar and malicious scenery that would made the observers feel disturbed.

This is the new form of advertising, sexy women, sensual form of promotions, lusty minds of the viewers and in the end another big impact in the market.

Monday, February 13, 2012

RV Reporters: Unfolding Ethical Issues


“Broadcasters are like… Jack of all trades, master of none…” ---Mr Joey Collantes

This is just one of those insights that he gave which made an impact as I had this interview with him. Mr. Joey Collantes is one of the anchor/reporter at Radyo Veritas 846. He has been in the media industry for a long time he said. He started being an announcer and a field reporter at Radyo Patrol. I’ve been quite shocked by the fact that he is not actually a Mass Communication graduate instead he’s a Commerce Economics graduate of FEU. He has ventured the field of the Media industry because of his friend working at ABS-CBN who teased him to try to audition as a reporter which eventually became the start of his career in media.

As I asked him with his views and personal experience with regards ethical issues on source reporter relation he said that there is a lot of things that a Mass Communication graduate should know upon entering the world of media because he considers media people as “know-it-all” he added that not all who are in the media are graduates of Mass Communication but we as mass comm. students should know the law though we are not taking law, we should be aware of who is the secretary of the DOT though we’re not taking tourism, we should know about the epidemic diseases which is rampant in the country though we are not actually taking up medicine. That is the job of being in media he said, being versatile, flexible and prepared. He also said that there is a high expectation when it comes to those people who are graduate of mass communication that is why we should not settle for any mediocrity.

Ha also added ethical issues with regards getting a news story. Upon getting a story, “Be First, Be Right but Be Right first”. A story must not be aired if and when it is not confirmed because it is not proper. “Una ka nga nakakuha ng istorya pero mali naman yung ibinalita mo wala rin yun, sino mananagot? Di ba?” he said. Some stations are just protecting their own interests he added. Another is the inappropriate languages, anchors/reporters on radio are being grounded by the KBP guidelines with regards inappropriate languages however there’s no move being taken except to reprimand the reporter.

As we end our interview he said that not all mass comm. Students who will graduate will venture into the field of media but wherever we will be working soon is that we give our best and build a strong work ethics particularly on time management and being prepared on whatever our job may take us.


I also had a brief interview with Mr. Jemuel Go a reporter at radio veritas and professor at CEU teaching Media Management.

He has shared his views with regards ethics on the same issue of source reporter relation. He said upon gathering news story in Radio Veritas they are looking for a news which is newsworthy that will not violate the rules of the KBP and the rules and policy of radio station, if it did violate the rules of the two, because or bias is on the church, they will not air the story.


He added that in reporting the story, it will not stop there, there should be change, there should be an advocacy, and there should be values. As he said that information is essential to formation that leads to transformation. Follow rules and regulations, program policies, guidelines and media ethics so that you don’t have any problem with regards ethical issues that’s it, as we end our interview.



Sunday, February 12, 2012

SEXY ADVERTISMENT













Setting the Minds of People?

by: Cecilio Ronquillo

Advertising is very influential to everyone, we can say that no one can escape to it, everywhere we can see it, from Television to radio, print ads and even thru telephone directories. This form of media is actually affects our lifestyle and set the minds of people on what to wear and what to eat. All advertising agency nowadays make used of seductive models to attract people to patronized their certain product.

These Advertising agencies produced commercials and print advertisement that is very attractive to their audience and prospective clients, but the problem is that these agencies produced a kind of commercials that tends to make the audience and buyers to believe on what they see on print ads and TV commercial that is actually is not existing in the real world. Because of the advent of technology, we can now easily transform an ugly person to a very good looking subject, a messy room to a clean room, a dirty face to a clean face, we should be thankful in the creator Photoshop and other editing software that enhanced the subject to turn to its fine-looking angle. But dilemma in here is that we are fooling everyone to believe on what they see on the advertisement, it may affect their self esteem because people believed that if they have the same apparel with any fashion icon or model, they think that are in, but if they don’t have it, they consider themselves as not acceptable by our society.

Advertisers change their subjects into an object which means everything that you seen on their ads is actually not true, it is either edited or retouched wherein we should not practiced it because it may affect ones identity and hurt someone’s feeling. The effect of this is people are trying hard to be like what they see and if they can’t attain the beauty that they want it may lead to depression and obsession. So let us move and pass a bill that lessen down the editing system in commercials, we should not fool people, we must promote things that is not against the will of others as well as in the will of our creator.

Friday, February 10, 2012

Codes of Ethics: Are really implemented or not?

 

               We all know that many programs in different stations that was running nowadays are fighting for those people who abuses others and also exploiting the wrong doing of the citizens in a particular place, group and etc., yes… we must be thankful because there are people and programs who are really concern with the environment and the people that was being abused.

               Particularly, these programs are Like, XXX from the network of ABS-CBN, the second one is the IMBESTIGADOR from the GMA7, and last but not the least is the TUTOK TULFO from the TV5.

             As a viewer and as a student of the course, Mass Communication Major in Broadcast, I am really a fan of watching those kinds of programs, even though sometimes the time that they aired was late… and also I am really focuses on the current issue or problems that they are trying to solve, the Issues that they are giving solutions are really interesting.



            As an observer, I just noticed that the Program of Mr. Tulfo, Specifically the TUTOK TULFO program was a Big No-No for me… because at some points, Mr. Tulfo is saying the NEVER ENDING bad words that results to profanity like “TARANTADONG/GAGONG MGA PULIS YAN”… and “MGA DUWAG”… to tell you honestly, he’s not setting a good example to all the viewers that watching his program… especially to the children who are also watching that program. According to the KBP CODE, Program Standards, number 9 that…. “Programs shall not use dialogues, actions and other similar manifestations which are obscene, blasphemous, profane, derogatory, or vulgar.” But what Mr. Tulfo is doing, he is violating that rules, because, like what I’ve said earlier, he is saying some bad words to those people that he is turns down. And actually, the violation of that Anchor has a corresponding penalty.



,         I also noticed that when the topic or the issue was all about our policemen, he was very mad, that’s why it results to saying some bad words. I do understand that he was just showing his sympathy to those who was demoralized or degraded by the other people, but saying those bad words are not the appropriate thing to do or say because at first, he was a anchor, a well known personality that must set a good example to all of the viewers. And as a viewer, I was really affected because I admit, I am a daughter of a policeman, and I can really say that not all in the police community was doing the things that Mr. Tulfo was pointing out to them.



        But I was just wondering, why that program is still continuing to air, even the anchor was always doing the same mistake? Or the same violation. According to Mr. Joey Collantes of the Veritas, the one who I interviewed last time, they are still airing because even that they are doing that kind of violation, they are still the reason why many people are watching the program and that was the reason why they are gaining more viewers and earning money. So, it means that... for them, the viewers and the money was more important than giving punishment to that kind of program. And for my opinion, I am really disagree to it and I am hoping that KBP can give a fair action to this, so that, the Rules and Regulation may not fall into a display only.



                                 

             

A More Responsible Public

Being a Responsible Member of the Society

The film we’ve watched last Saturday is very eye opener and informative. I must say that throughout the film viewing, I’m not bored rather I am interested. The film makes me realize that I should be a responsible mass media practitioner in the future, especially if I want to be part of the advertising world. The speaker made me realize the things that the advertising industry’s doing just to earn millions of money even though it will cause ruining women reputation on the society or rather the society itself.

In the country like the Philippines, we are lucky enough that our people are somehow conservative and don’t like to change that perception. But how long will it last, since information and internet is widely accessible. I am aware that the use of sexy women and men on advertising is really eye catching, but I am shocked that age doesn’t matter nowadays. The models they are using to do photo shoot or commercial should be at school or play ground playing and growing up as a normal child. But I should also want to question why they’re parents even give their permission on using their child in a way that will give other parents an idea. Is that how people became far and desperate to promote their product and be patronized by the people? Especially the people in liberated countries like United States and Europe. I’m curious if they still remember their advertising code of ethics and if they have ever an advertising board.

Advertising is very powerful and persuasive; it gave us their own idea and perception of beauty which somehow we adopt. I mean we can’t prevent it, since media is a very powerful medium. But as a women and a responsible member of the society we should patronize product with good quality and not with good advertisements, because it makes them think that their method of promoting is being admired by the public. I know that common people have the power and control whether they want to be influence in a good or bad way through advertising.

During our group discussion, we almost have same opinions on the matter and different questions. But to make the work done in a short period of time given to us, after discussion we divided the questions that we should answer individually. We should be wise and aware of its effect to our culture and society and it’s up to us if we want to continue promoting the disturbing ads or making ads with moral values.

Violence Against Women


During the viewing of the video of “Killing Us Softly 3: Advertising's Image of Women” I was absent but I was able to watched it on the internet to cope up with the discussion. I was absent because I had a fever and I can’t get up in my bed so I’ve decided to not to attend the class.

As I have watched the video, I learned some ethical things in advertising. First we must not use the women’s body in adverting. Second using women’s body in advertisement is violence against them. Third using computers in adjusting the women’s body must not be tolerated because it is insult to them. Some people said women’s are the best instrument in advertising but as I have watched the video they are not perfect for advertisement because it may be able to harm them. We cannot say they are best instrument by showing their body because it can be violence against them. Editing the picture of a woman for advertisement is not a good idea, editing the whole picture meaning destroying the true image of the women. I know woman’s body can easily attract the attention of the viewers because of its beautiful figure. Women’s body is a gift from god. They must not be a model to attract consumers they are not instruments for advertising and that must be the first thing to change in ads the attitude of people that harms the moral dignity of the women. We advertise not just for the consumers but also to educate the public.

Some advertisement here in the Philippines also using the women to attract consumers, example of it is the Colt45 ads that if you buy the product of them, you will given a chance to date the one of the hottest woman in the Philippines Christine Reyes. The theme of the commercial was Christine Reyes was wearing a two piece bathing suit and massaging by a not a handsome guy or I can say an old man and in the end of the commercial the bra wearing by Christine is pulled by him. The idea is very intelligent and I salute the commercial because of it. Of course using a beautiful icon to promote is a very powerful ads. Imagine if you buy the product there will be a chance to date with Christine. I’m sure men will never reject the opportunity of having the chance to date Christine Reyes, they will surely buy the product just to have a date with her.

However, after I have watched the video, I am disappointed to the commercial of Colt45 because they used Christine Reyes just to promote their product and the theme of their ads was violence against women. The print and TV ads of it was showy on the perfect body of Christine Reyes and I learned that it is not a perfect idea to promote the product. All in all after I have watched the video advertising is not just to attract consumers but also to educate the viewers.

WOMEN AS SEX OBJECTS: USE OF SENSUAL IMAGES IN ADVERTISING

Admit it. Mass media is everywhere. We live in the modern world of media. Whether we like it or not, we are surrounded by countless mediums that compete for our attention all over the society. TV, radio, magazines, newspapers, advertisements, films, and even the Internet and the latest technologies where we are all hooked in, we can see different kinds of media that inform, educate and entertain us. And as time flies, the industry has tried innumerable ways to keep the public hooked with the media. And the present trend that is quite concerning is the use of sensual images in trying to get the public’s attention; particularly, images of women which display nudity and sexuality. This kind of technique is mostly used in the advertising industry, using exploitative images to draw attention to products, which was noticed by Jean Kilbourne: the woman behind the Killing Us Softly series.

Yes, it is in human nature to be curious about sex. God gave man the power to reproduce, thus it is not morally wrong to induce sex in the media as it is part of humanity. However, too much can be morally and ethically wrong. Studies show that the use of sensual images can indeed increase the sales of a product; that is acceptable if the products are related to the said sensual images. But some advertisers go beyond their limits when they use such sensual images in products which are not really inclined with each other. That is just wrong. To make profit out of half-naked women in their bikinis and sexy clothing and the use of double meaning phrases that titillate the minds of the consumers when the products don’t really go together with the ad is a show of how people nowadays can resort to uncreative ideas just for the sake of money. There are many ways of catching the public’s attention. It’s not all about sex.

On the other hand, it is pleasant to know that here in the Philippines, the shows and ads that make the Filipino favorites are not all about sensuality unlike those of the other countries. Since we are a family oriented society and there are values in our culture that coincide with the idea of femininity, conservativeness and modesty, the Filipino favorites are still the ones which have the concept of love for family and fellow Filipinos, happiness, charity, liveliness and wittiness. I applaud the makers of the films, shows and ads here in the country as they don’t resort to the sensuality that is vastly spreading in the other countries. As a future media practitioner, this lesson is what I should bear in mind. Creativity is much more important than resorting to mundane ideas that just bring in money. With a creative mind and a lot of effort, it is not impossible to reach the top.

ONE CLICK AWAY TO MAKE THE NEWS OF YOUR LIFE

“The world is better viewed through the lens of a camera. No matter how simple an object is, one click is all it needs to be appreciated. The lens captures the beauty that the naked eye usually cannot see.” – Jasmine Romero, reporter (ABS-CBN’s TV Patrol)

Indeed, the world is better viewed through a camera. One shot is all it takes for you to see the difference between reality and a picture perfect moment. As mass communicators, capturing these photos is important as they retain the memory of a newsworthy moment that becomes history that can never repeat itself. However, as mass communicators disseminating news in the society with the different kinds of media, the concept of photography also covers a specific ground that a media practitioner should follow. And it does not only concern the code of ethics that media people should follow, but the ethics of the image itself.

As I sat down with Ms. Jasmine Romero (former DZMM anchor and now a correspondent in ABS-CBN’s TV Patrol), I showed her a couple of photos that I found on the Internet as we began our talk. There were three sets of pictures.


  • A picture of Fifteen year-old Fabienne Cherisma was shot dead by police at approximately 4pm, January 19th, 2010. Photo: Paul Hanse
  • A picture of a photographer sabove looking like vultures– all trying to get the best version of the image and exploiting this horrible crime. Photo: Nathan Weber
  • DPWH floating officials
  • Newsweek giving a tooth job to mother of Septulets, Kenny McCaughey


As I was about to ask my first question, she interrupted me and asked the same question that I had in mind, “What do you think of these photos?” I thought hard. Not wanting to embarrass myself as I know little about image ethics. And tried to answer as considerately as I could. In the first set of photos of the fifteen year old who was shot dead, the photo on the left was most definitely a newsworthy shot as it would catch the attention of the public if it were disseminated widely. A heartbreaking shot, to be honest. And for the second photo, it was an awkward angle to the story. Indeed the photographers looked like vultures to the dead girl’s body. An unethical shot. For the second set of photos: first thing I had in mind was: CHEAT. They cheated the public as those DPWH officials faked their so-called visit to Roxas Blvd. after Typhoon Pedring. And for the third photo: well, it’s for beauty’s sake. If I were to be a cover of a magazine, I would love to have edited teeth as well. (I’m not very comfortable with my smile you see). And she set aside the photos and we started our short conversation and I got a few important pointers that Ms. Jasmine shared with me.

Image ethics cannot be understood fully as one’s ethics to images may vary. It would depend on the person looking at the photo, whether they would judge a picture as ethical or not. But as media people giving news to the public, it is only about the TRUTH and nothing but the TRUTH. Yes, you can enhance the color, the hue, sharpness, saturation and brightness of the photo, for appreciation’s sake. But that is all. Changing the shape, appearance, color, position and adding or withdrawing something from a photo, that is a NO-NO as you are already changing the story and reality of the event. Some people might think a photo taken is too strong for their eyes, or too revealing, or too exploitative. But a photojournalist cannot change what’s in reality. He/she should reveal the truth, or else, one’s credibility is at stake.

And yes, I agree with Ms. Jasmine. I believe that each person has their own perception. One might think a picture of a naked body with tattoo is beautiful, one may think it is too vulgar. One person might think a photo of a body mangled with animal bites is too unethical to see, and one might think that picture is a warning to everyone to be extra careful in the woods as to not have the same end as the dead person in the picture. Many will critique the photos taken by news people. However, the decision to take the shot is still within the photographer. Is the picture newsworthy? Will the people remember me for this shot? And most importantly: To shoot or not? That is the question.

Thursday, February 09, 2012

God created women not to be violated but to be respected.

Jean Kilbourne's “Killing us softly 4: Advertising's Image of women” is an explanation of what is the status of the advertising nowadays with regards to women being used as an endorser. After I have watched the said film, I came to the realization that women are violently used in advertisements. It is a fact that women are much more interesting to viewers when used as a subject in an advertisement. But as I have watched the film, the way they used women in their advertisement is unethical. Although it can immediately capture the attention of the viewers, still it is unethical. Advertising company should know their limitations because not all the viewers would like their idea on how they used women in their advertisement. Sometimes, it may affect the feelings of the viewers when they happen to watched the advertisement especially if the rights of the women are being step off. What I mean is that when the women can't do anything but to follow what the advertisers want them to do in an advertisement. I'm not actually against on the issue but as a woman, I do still disagree on the fact that women are being used violently in advertisements. There are other ways to used women in advertisement. Advertisers should know it and they should respect the rights of women. Women can make a great contribution in the advertising world because they tend to be more believable than men. If you will notice in most advertisement, women are being used more often as a model than men.

I also don't agree on what Jean said which she based on the opinions of others that “if you are not beautiful physically, you can't be a member of the society.” No one will like you. That statement which is dedicated to women is indeed unethical. We all know that not every woman is beautiful but it should not matter to the society. Yes, it is acceptable that in advertisement, the endorser should be beautiful to be able to capture the public's attention but let us not be unequal and unfair because God created humans equally. There should be no exceptions.

All in all, advertisement today should still have limitations because not all viewers would accept the idea that they wanted to tell to the public. They should consider ethical values in an advertisement. We should be always aware on the things that we get to watched because sometimes, we have no idea that we are being violated in a way that it is being used to gain the public's attention. In short, we are being taken for granted especially, the women. 
LIBERATION. CHALLENGES. PEOPLE. CHANGES. MONEY.

Philippines has always been a conservative country that has its own original identity and practices. Some of the few notable observations I had, that will serve as examples on what images, themes and stereotypes prevalent in Philippine TV and films are these follows.

But before my notable observations, I would like to reflect on what I feel about the documentary-film or a TALK from Jean Kilbourne’s Killing Us Softly: Advertising’s Image of Women Documentary. I had fun while watching the documentary-film, not because of the pleasure brought by sensitive images or the double meanings but because of the background talk Kilbourne had, while showing those photos and other videos. I precisely agreed on everything that she said the deterioration and the unlikely image of vulnerable women nowadays as they were being use as a LIKELY image by a lot of advertisements/advertisers.

Women are being used as a sex object that can arouse someone’s desire and attention anytime they may see an ad with this kind of treatment, foreign and western advertisers are the people who use this kind of technique.

Here in the Philippines, I am happy enough that there is a regulating board that will scan and study first the advertisements that were about to come up and penetrate the tri-media, with their largest exposures. PANA or Philippine Association of National Advertisers is the body that responsible for this kind of work, and I am happy to see advertisements that though creatively done and a witty one, still, it is an ethical advertisement. There might have been some issues questioning the credibility and the quality of the screening PANA had in some advertisements, but for me, its good enough, compare to the western advertisements shown in some imported magazines, Philippine advertisements may sometime be foul and revealing but far different and still wholesome and creative from imported ads.

Based on my observation- my biggest observation in ads, Philippine advertisers often use matinee and famous good-looking MALE endorsers in laundry soaps and detergent, like Piolo Pascual in Speed, Vic Sotto in Tide, Michael V. in JOY dishwashing liquid, Ogie Alcasid in Bonux and many other endorsers that seem to be ironic, thinking that the task of household chores are only for women, way back before. But now, advertisers are using these male/masculine endorsers. This may signify a glaring reality here in the country, the there is really an equality among women and men.

Another remark I noticed is the use of graphics and skits as a form of advertisements of some products, like Mc Donald’s- most of the time and also Coca Cola. For me, this signifies the creativity of the Philippine advertisers nowadays, because they were able to catch attention from the market with the use of these IMAGINARY graphics and interpretation.

Though, there might be issues concerning in the down graded quality of our ads here in the Philippines, still I am happy and hopeful in whatever flow our ads have right now, as it compares in the ads as shown in Kilbourne’s film-documentary.

As for my observation with regards to the Philippine television and films, I can see that there is an immergence of the portrayal of the real-life situations and entertainment. Film makers and TV programs producers are creative enough to catch the viewers’ attention not just to entertain but to convey realities/realization and real-life examples that most of the viewers can relate and reflect after watching- mostly in films, while Philippine TV specifically, is being more bold and aggressive when it comes to competition, and battle of new ideas.

With the innovations of technologies and the inevitable liberation that is now taking place, I am glad that we are able to grow more and improve more. I just hope that these changes and the upcoming challenges in our industry will bring more positive changes and improvements to us. That at the end of the day, it’s not always sale and competition on ratings but on what the people or viewers can get on the ads, films and TV shows.


Broadcast Code of Ethics


         I chose the KBP (Kapisanan ng mga Brodkaster ng Pilipinas) Broadcast Code of Ethics. The first part of this code of ethics is about program standards and under this is Article 1 News and Public Affairs Section 1 stating that News and public affairs programs shall aim primarily to inform the public on important current events and issues rather than merely to entertain.1
            In line with this is the news about CJ Corona’s impeachment trial. I think they made the right decision making this impeachment public, since it is informing the people about what is happening in our supreme court. Unveiling the truth is the aim of having coverage of this trial. Media is covering this so that we the citizens of our country will have this thought that our government is doing something for the best of the country. Media in this situation is important, they have this role of letting people be informed and not entertaining them with such serious matter.
           
Second broadcast code of ethics, Article 6 Crime and crisis situations Sec. 3 states The identity of victims of crimes or crisis situations in progress shall not be announced until the situation has been resolved or their names have been released by the authorities. The names of fatalities should be aired only when their next of kin have been notified or their names released, by the authorities.2
Relating to this is the news3 about an OFW whose body was being sent back here in the Philippines without her eye, heart and lungs. Her name was being said by authorities as well as in the news. In such cases I think that the identity of the victim should be kept private unless the body hasn’t been taken or claimed by any family. News programs should be careful in airing names of victims especially if they are not sure about the identity of the person involve. 


SOURCE:
1 KBP 2007 Broadcast Code of the Philippines page 3

2 KBP 2007 Broadcast Code of the Philippines page 8

3 http://www.abs-cbnnews.com/video/global-filipino/01/24/12/ofw-kuwait-comes-home-without-eyes-heart-lungs

Judicious KBP Code of Ethics


Code of Ethics is said to be the guidelines of right and wrong for the members of a group or organization. We all know that even broadcasters have their own Code of Ethics. All members that are licensed and recognized broadcasters here in the Philippines is under the govern association of Kapisanan ng mga Brodkaster ng Pilipinas (Association of Broadcasters of the Philippines) or also known as KBP.

KBP’s Code of Ethics serves as the main book of righteousness and the watchdog for media practitioners. Almost all media network and media men from different entity whether radio or television is member of KBP.

After reading the KBP’s Code of Ethics, I much realized that their contribution in the field of broadcasting is very significant in our history. They set specific and efficient guidelines and rules that should be followed for better and more accurate news dissemination. Through that, broadcasters here in the Philippines are careful enough to do their task when it comes to disseminating news for the Filipino citizens.

But some are still committing some violations against the KBP’s Code of Ethics like Article 1 (Sensationalism) Section 9c (The presentation of news and commentaries must not be done in a way that would create unnecessary panic or alarm.). One that I noticed was sensationalizing the news when there’s no really confirmation about the true story. My personal experience during my internship that I think really suits as an example is when I went to the Department of Energy and we were able to talk with Secretary regarding the shortage of oil in the country. He said in dismay that some of the broadcasters particularly in radio were sensationalizing the news about oil shortage in their radio program. Well, in fact, according to Secretary of DOE, there’s still enough supply for the consumers. Some were alarmed and questions have been thrown to the government.

I believed that some of media practitioners are doing this for the sake of just making news instead of disseminating fresh, timely and accurate news. I also believe that maybe some of those broadcasters who are just exaggerating it are not member of KBP. It is actually an embarrassment of happenings for me I heard that coming directly from our DOE Secretary.

So far, I think KBP made sure that all the guidelines in the revised 2007 Broadcast Code can do possibly. I also appreciate their effort in providing, monitoring and leading our news casting here in the country. They made that Code of Ethics in most prudent way. It is almost impossible for us to memorize all their guidelines but I know that if we will just put ourselves in the shoes of every citizen we will come up in the realization that being true to the nation is always grateful. Serving your nation is something to be proud of.

Tuesday, February 07, 2012

BELIEVING IT OR NOT

The film KILLING US SOFTLY was a very effect eye-opener for everyone who watched it; whether they will agree to Jean Killbourne’s words or not, it certainly told very important messages about some negative effects and role of media that most of us do not easily see for ourselves. Honestly speaking, if I were not able to see the film and clearly understood its messages, I would not be able to have a higher level of awareness to these kinds of problems and issues in the role of media specifically in advertising.

In our group discussion, when relating these issues here in the Philippines, we all agreed that it can somehow be different but not entirely. Jean Killbourne’s speech was mostly about general observations and I observed that most of these problems about definitions and labeling of femininity and masculinity usually were affected by the kind of culture in which the people were raised. For example in US, there is a tendency that because they have a much more liberated set of lifestyle, people will have much more different perspectives when dealing with issues about how women and men were mostly defined and given a role in media like in advertising.

Going back here in the Philippines, it’s not entirely the same but it’s not also entirely different. I think because we have different cultures and traditions which greatly affected how we portray and perceived such images that we see in media. I think in the Philippines, we still have those limitations when giving roles to women and men. Like in women, we still have that sense of being conservative to how we look and how people should see us. Though some may challenge a much extreme image, not all women can easily devote themselves to do the same and treat that as part of our new image. What I am just trying to say is that, when comparing all of the messages that Jean Killbourne said from the film, to the case here in the Philippines, those issues may not be that evident compared to other countries like US.

One of the questions we’ve discussed in our group is about the preferences of various types of media. Most of us preferred TV compared to films or music. I too, prefer television because TV is like a complete set of all the types of programs, shows, videos, genre, etc. In TV, you have more options and can control what you want to see or watch. And I can say TV is one very powerful and influential media compare to others and its already part of daily lifestyle of most people. One thing that made this preferable is because its accessible, it has both image and audio compare to radio, and even if films also have images, audio and special effects, it still much limited compare to TV. Not all people watches films all the time, it depends to what type or genre of film.

Most types of media have their own stereotypes or labeling towards selected themes or images that they portray for their audiences. And these stereotype images or concepts can be very influential especially if the medium is as powerful and accessible as television.

I usually see these stereotypes in programs like the soap operas. One notable example can be in the concept of stepfamilies. We usually see ultimate conflicts and source of drama when the story revolves around a stepmother being very abusive on her stepchildren. It’s a common flow in the story but I’ve watched plenty of programs having this concept and I think this can somehow affect the reality of how people perceive real life stepfamilies or the stepmother-stepdaughter relationship. When it comes to romance or love stories, there is that usual stereotype on girls or women to have the role as the damsel in distress and men always have the much stronger role. I rarely see local programs with women having a dominance and stronger role compare to men.

These are just some example I usually see in television programs. I think the stereotypes we see and its power of influence towards its audiences, like in television, greatly depends on the content of the program. I see more of stereotypes role on dramas and love stories.

When talking about content or genre of program, or films, I personally prefer inspirational type of stories, also, action, adventure and mystery ones. I do not prefer much of dramas or soap operas and even reality shows. I prefer program contents or stories which do not stick to the usual types of stories and stereotypes instead include different types of twist in the story.

All in all, I’ve learned and realized some important lessons from the film Killing Us Softly and also from our group discussion. I find most of Jean Killbourne’s messages very interesting and very relevant for all people, not only those in media. I learned that when it comes to issue like the not-so-good portrayals being seen in media and how it influences its audiences, it means so much to be aware of these ‘public health problems’, as Jean Killbourne called it.

It’s necessary to keep in mind that we should not always believe whatever things or images we see in television or in ads. It can somehow defy how we perceived reality. However, that’s when the media’s reliability and credibility to give good influence should enter and should challenge this very problem.