The Mass Media

& the Youth
Shaping Attitudes, Values and Thinking

A “Media Nation”

• Television is King
 96% of Filipinos have
access to TV; in Metro
Manila, it’s 98%
 67 % said TV is most
credible information
source [PULSE ASIA]
 42% of the poorest
watch TV daily; only
37% listen to radio
daily [SWS 2003]

• Radio &
Newspapers
 78% have radio
access but only 24%
said radio is most
credible information
source
 Only 11% read
newspapers daily [SWS
2003]

 Only 5% said print is
most credible
information source.

4 Radio 3.3 1.2 .9 1.1 1.4 Internet 2.7 2. No.4 7.0 6.4 3. of Hours Spent with Various Media Medium Teens Young Adults Older Adults TV 1.4 Total 7.The mass media are a dominant presence in young people’s lives.0 3.

Young people use the media mainly for… • • • • Entertainment Diversion Lifestyle tool Interpersonal communication .

more influential now than in the 1970s • The media are the prime source of information on sex and relationships. . school.The media and the youth interact in complex ways. • The media are considered a primary agent of socialization. • The media are sometimes considered “surrogate” parents – authority on what is right and wrong and what is important. together with the family. religion and peer groups.

The commercial media target the youth as… • Market for advertising • Market for their other programs .

more than the total revenues of San Miguel Corp.2 billion/year. • Media firms are among the most profitable in the country. . • Advertising revenues account for 70 to 80% of all media revenues.The media are a big business • Annual advertising revenues for all media: about $1 billion – $1. • Media organizations are increasingly integrated (multimedia) and corporatized.

6. Johnson & Johnson (Phil. San Miguel Corporation United Laboratories Inc. 4. 5. 3. . Colgate-Palmolive Philippines Inc. Nestle Philippines. 2.Top advertisers in 2004 accounted for over 50% of all ad revenues: 1.) Monde Denmark Nissin Biscuit Corp. Proctor & Gamble Philippines Inc. Globe Telecommunications Inc. Inc. Jollibee Foods Corp. 7. 8. 9. 10. Unilever Philippines Inc.

predictable.The drive for ratings. simple storytelling devices. emotion or celebrity element • Fast-food journalism: Bite-size news. which are bases for advertising. defines content and style of broadcast news. matters of policy and complex stories • Stress on crime and showbiz . • Bias against issues. • News that has “entertainment” value – has drama.

TV news executive .The view from the newsroom “You will not feature a story that you know won’t rate.” .

ENTERTAINMENT THAT SELLS… • Follows known genres: soap operas. gag shows. quiz shows.The scramble for ratings also defines entertainment programs. . • Caters to lowest common denominator and doesn’t divert too much from what the competition is doing. • Follows formulas in terms of character and plot • Prefers celebrity and glamour. • Doesn’t require much thinking. reality TV.

Victim Extreme 2.8M 23. It Might be You 3.0% 3.8M 16.3% 5. Sana’y Wala Nang Wakas 3. Basta’t Kasama Kita 3.3M 19.2M 18.2% 9. Star Circle Teen Quest Grand Questor’s Night 3.7% 4. Star Circle Kid Quest Grand Questor’s Night 2.4% 2. Marina 3.5M !5.7M 16.9% 6.9M 23.Top 10 Programs (2nd qtr 2004)* PROGRAM Viewers % 1. Imbestigador 2.5M 20.6M 15.5% * Source: AGB Philippines . Extra Challenge 2.9% 7.1% 10. Ang TV Movie: Adarna Adventure 2.4M 14.5% 8.

. • To commercial media. the media are parent and companion.There is a disconnect… • To the youth. the youth are mainly a market segment.

The unintended results… • Young people tuning out • They are becoming more interested in new media that is more interactive (SMS texting or Internet chatrooms) • More plurality and multiplicity of media .

Commercial media are adjusting to this… • Using interactivity for entertainment programs • Using multimedia • Using more innovative and creative messages • Still. the basic message for commercial media is: buy .

The dominant media message appeal to the youth as consumers… • Advertising increasingly targeting the youth • Entertainment programs propagate a consumeristic lifestyle • Global media = global consumption society .

But media messages are not received uncritically • • • • • • Greater media exposure = greater skepticism Messages may have unintended meanings Receivers interpret the messages in multiple ways Alternative media provide alternative interpretations and messages Media consumers now have more choices than in the past and much more information is now more easily available than ever before Media literacy can help “decode” media messages .

But media messages are not received uncritically • • • • • • Greater media exposure = greater skepticism Messages may have unintended meanings Receivers interpret the messages in multiple ways Alternative media provide alternative interpretations and messages Media consumers now have more choices than in the past and much more information is now more easily available than ever before Media literacy can help “decode” media messages. . It can also catalyze media reforms.

Some tips on decoding media messages • Who produced the message? • What is the intent of the message producer? What does the producer have to gain from the message? • What is the track record of the message producer in terms of credibility & public service? • How can the message be critically interpreted? .

2% Poorest 50% 17.The Philippines is an unequal society. • Income distribution is very skewed: Share of National Income (2000) Income Group % Share of National Income Richest 50% 82.8% .

345 26.008 1.7% CARAGA P 82.3% Northern Mindanao P 95.The inequity is also in the geography.375 1.704 2. has a disproportionate share of national income Region Annual Income/Family % of Total Nat’l Income National Capital P242.7% Zamboanga Peninsula P 82.4% .7% Autonomous Region of Muslim P 70. • Metro Manila.481 3. the capital.

• All the major media companies are in Manila. staffed largely by Manila-based and trained journalists.The mass media reflect the inequities of Philippine society. . • Media content is largely determined by commercial considerations linked to advertising by big companies. • Media ownership is limited to the wealthy and politically well connected.

Media imbalance… • Perpetuates imbalances in power and wealth caused by geography. . with its emphasis on the entertaining and emotive. and class • Contributes to molding ill-informed citizenry. Media content. • Makes policy changes—and social reforms—difficult. rather than on what affects people’s lives and what needs to be changed. ethnicity. supports the status quo.

The media will be an even more dominant presence in our lives… • Use the media. • Support alternatives that provide the service you need. • Tell the media what you think of them. • Help build a media-literate society. Don’t let them use you. . • Be critical.