State of Phil Media - Paper

Titus Brandsma Center-Media Program 1
Media and Spirituality: The State of Philippine Media and the

Challenges of Social Communication towards Evangelization
MEDIA AND SPIRITUALITY:

The State of Philippine Media and the
Challenges of Social Communication
Towards Evangelization
Introduction: Where is the Love? Black Eyed Peas
First Part: Media Awareness: Basic Information on the Philippine Media

Set-up (Ms. Maria Rowena O. Ladaga)
Material: AAAA Media Factbook 2000

Sr. Consolata Manding, FSP (Globalization in the Media Age)
PIA Media Factbook 2000
Titus Brandsma Center-Media Program
The Philippine Media Trends, Issues and Needs – Research 2

(a survey on perceptions of media practitioners)
5 Parameters used (MPs)
1. definition of media, perception of their roles as media practitioner, their driving

force and motivation
2. perception of the trends in media: content, orientation, and ethical practice
3. understanding of the forces influencing media content/conduct (government,
business, academe)
4. understanding of the church in media
5. analysis of needs among media practitioners
Reflections from the Study
1. Media defined
Media is power;
Used either in harmful or helpful way;
Vergel S. - conditions of the market and the advancing technology are
factors that define media today;
Trend of sex-and-violence fare; increasing gap between the information-

rich and the information-poor;
Major formator and educator of the public especially the young;
Media is both a joker and a watchdog.
2. Media and politics
Used by politicos as electoral machinery to project their viability (more

concerned about how they are projected rather than the content/message
they want to communicate;
Love and hate relationship between government and media: government
loves to have media on their side, while hates it when it displays a critical
attitude.
3. Media and business
Bottomline of media is “ratings”. These are: a) ratings scheme, b) niche

marketing – media programming is based upon a particular type of
audience;
More of a political capital;
Ideal situation is where the owners of the media themselves are primarily
media people themselves.
4. Media and academe
Question: how does education enable young people to learn from

experience? Are lack of professionalism and critical thinking skills among
students a trend or just isolated realities in Philippine education?
Education is shifted to technical and market-driven ones;
For the young to adapt more successfully to rapid change, there’s a need to
sensitize them to the possibilities and probabilities of tomorrow.
5. Media and the Church
Church is a part of the institutional power struggle;

Media shows apprehensions that Church people have their own agenda of
extending the Church power;
Catholic Church – sees significance of its presence in the media world in
terms of institutional power.
6. Media and their needs
Skills development;
Right orientation among media persons;

On-field and professionally guided training;
Need for the development of the media organizations’ research
department;
Fine-tuning of government policies particularly in advertising;
Alternative strategies to be able to sustain quality productions are needed;
Church-based media need to survive financially from the stiff competition
Need to pull existing media and communication resources of the NGOs
and people’s organizations, including the resources of the Church-based
media to provide a competitive, yet uncompromised identity of the media
product (only responsible to its readers and not to the stockholders;
Need to improve wages of the media workers;
Need for a broad guideline/policy that is crafted by the government, the
civil society, the business sector and other interest groups to provide a
better media climate in the country;
Need for community dynamics – “sense of community among fellow-
reporters in the news-editorial office”;
Need to look into the reality of “stress, pressure, tension management”
that are all stapled with media work; are students and practitioners ready
to face this reality and this work environment?
Conclusion
We address the results of this research to three categories:
Media practitioners
Philippine Catholic Church
Education sector
Media practitioners
First impression – media practitioners usually have to work under pressure;
1. Can this be confirmed?

2. Can we detail the symptoms of it?
3. How can this be addressed?
Second impression – has to do with the perspective on faith and life;
1. Faith and values of most of the respondents are being compartmentalized -

“as if faith were only ‘religion’ and/or religious activities”;
Third impression – “neutrality” problem

1. Media practitioners should prevent to go against the right of the

audience on information by making the media the instrument to
promote certain financial or political interests without the knowledge
of the audience;
2. “Neutrality” puts pressure on the media practitioners;

a. economic independence
b. need to make career
c. time pressure
d. confusion on basic standards of decency and justice,
etc;
3. Media cannot be ‘neutral’ in an absolute sense!

a. first – medium always betrays a certain option or perspective;
b. second – practitioner him/herself makes a stand in the ongoing
societal discourse by the fact itself that the media enter the
public space
4. Political will
a. what direction to take?
b. how to come to decisive steps?
Philippine Catholic Church
1. Must reflect on the development of media (fast and revolutionary changes)

2. For the Churches this means:
Media shape the world of the people the Churches are serving. The
Churches in their pastoral ministry should be sensitive to the “language”
of the media and at the same time critical in adapting that “language”;
Church leaders should enable themselves to deal with the media in an
adequate way; seek help to media practitioners;
Should critically review the image they project in the media world;
Churches should develop a pastoral presence in the media world, rather
than building a counter force.
Education-Academe
Students are overwhelmed by the load of information;

- how can the student learn to be selective and critical?
- affects reading habits;
- actual takes the place of tradition

Teaching personnel is in need for an adaptation to and a critical appreciation of

this new world in relation to their educational job. This research wants to offer a
modest instrument this.
AAAA Media Fact Book 2000
A. Advertising Industry
Top Advertisers Top Brands Advertised
Rank Rank
Advertisers 1996 1997 1998 Brands 1996 1997 1998
Unilever/PRC 3 3 1 PLDT 2 1 1
Procter & Gam. 2 1 2 Sunsilk 5 5 2
Nestle Phils. 1 2 3 San Miguel 1 2 3
PLDT 5 4 4 Hope SKMF 15 4 4
Top Ten Product Categories
Rank
Product Categories 1996 1997 1998
Comm./Bus. Machine 1 1 1
Rest./Fastfood, etc. 6 3 2
Gov’t Agency, Int., 13 8 3
Public Utilities
Med. Prods/Equipment 8 5 4
B. Broadcast
1. Radio
Media Penetration Radio: 85% (total Phils.) 94% (MM)
Regional medium
AM still the dominant format nationwide but MM has 73% FM listenership vs.
AM’s 27%
Key provincial areas have also higher FM listenership.
Evolved to be a “personal” medium.
Year 2000
SUMMARY OF RADIO STATIONS

(Per Region)
REGION RADIO
AM FM TOTAL
Region 4A NCR 26 24 50
Region 1 Ilocos 34 32 66
Region 2 Cagayan Valley 11 11 22
Region 3 Central Luzon 10 8 18
Region 4 Southern Tagalog 22 16 38
Region 5 Bicol 23 25 48
Region 6 Western Visayas 25 28 53
Region 7 Central Visayas 22 27 49
Region 8 Eastern Visayas 13 5 18
Region 9 Western Mindanao 18 18 36
Region 10 Northern Mindanao 25 27 52
Region 11 Southern Mindanao 32 35 67
Region 12 Central Mindanao 12 10 22
GRAND TOTAL 273 266 539

Source: Philippine Media Factbook 2000 by Philippine Information Agency (PIA)
NUMBER OF RADIO STATIONS

(By Type of Service)
AREA RADIO
AM FM TOTAL
Commercial 228 260 488
Non-Commercial
Educational 4 3 7
Government 31 1 32
Military 2 0 2
Religious 8 2 10
GRAND TOTAL 273 266 539
Number of AM/FM Radios
4% 19%
17%
11%
11%
17% 5% 16%
AM Luzon 100 stations AM Visayas 60 stations AM Mindanao 87 stations

AM Metro Manila 26 stations FM Luzon 92 stations FM Visayas 60 stations
FM Mindanao 90 stations FM Metro Manila 24 stations
2. Television
Mass media vehicle for coverage of widest audience across all socio-economic
households in urban areas nationwide.
No. 1 Medium
Most impactful media vehicle because of audio visual color advantage
Most cost-efficient-efficiency measurable thru accurate research data (People-
Metro Manila)
SUMMARY OF TELEVISION STATIONS

(Per Region)
REGION NO. STATIONS
Including Cable Channels (excl. Chinese stations)
Region 4A NCR 13
CAR 29
Region 1 Ilocos 13
Region 2 Cagayan Valley 51
Region 3 Central Luzon 14
Region 4 Southern Tagalog 89
Region 5 Bicol 26
Region 6 Western Visayas 11
Region 7 Central Visayas 13
Region 8 Eastern Visayas 4
Region 9 Western Mindanao 14
Region 10 Northern Mindanao 12
Region 11 Southern Mindanao 17
Region 12 Central Mindanao 6
Region 13 CARAGA 8
GRAND TOTAL 320

Philippine TV
Free TV
- 6 VHF Channels: 2, 4, 5, 7, 9, 13
- 5 UHF Channels: 21, 23, 27, 29, 31
Pay TV (Cable)
- Over 60 Channels
- 3 Cable Operators (Sky Cable, Home Cable and Destiny) now accepting
advertisements on selected channels.
- 900,000 HHs subscribers (nationwide)
- Regional commercials on Satellite Channels seen Manila only.
Program Commercial Load
18 commercial minutes per program hour (36-30”)

5 commercial interruptions per program hour, each gap at 3-4 minutes
Clutter of over 2,000 various product spots aired daily (excluding
station/government pluggings)
Ownership of Radio and Television Sets by Household

As of December 2000 (AAAA Media Factbook 2000)
Mass Media Total Philippines Metro Manila
Radio 85% 94%

Television 71% 96%
Print 32% 82%
Newspapers 29% 48%
Magazines 10% 18%
Year 2004
Number of Broadcast Stations and Channels

As of December 2003 (NTC June 2004)
Radio: Total Philippines Television: Total Philippines
AM 373 39% Public TV 229 14%

FM 586 61% Cable TV 1,421 86%
Total 959 100% Total 1,650 100%
3. Electronics and Internet
Number of Mobile or Cellular Phone Service Providers and Units

As of December 2003 (NTC June 2004)
Year Number of Number of Users

Service Providers
2001 5 12,000,000
2002 5 18,000,000
2003 6 22,000,000
Projected by end of 2004 30,000,000
Installed Personal Computers Year 2000 (IDC 2001)
Type of Installed PCs Area of Installed PCs

Desktop 994,906 89% Large Business 388,533 35%
Notebook 97,636 9% Medium Business 200,089 18%
PC Server 20,699 2% Home 139,958 13%
Small Business 136,893 12%
Government 106,651 10%
Education 71,151 6%
Small Office 69,966 6%
Total 1,113,241 100% Total 1,113,241 100%
C. Print
Newspaper Readership
50.00%
48.00%
40.00%
30.00% 29.00%
20.00% Total Philippines

Metro Manila
10.00%
0.00%
Total Metro
Philippines Manila
SUMMARY OF PUBLICATIONS
(Per Region)
REGION PUBLICATIONS
Region 4A NCR 12 (broadsheet), 17 (tabloid), 32 (magazines)

CAR 12
Region 1 Ilocos 44
Region 2 Cagayan Valley 18
Region 3 Central Luzon 56
Region 4 Southern Tagalog 84
Region 5 Bicol 48
Region 6 Western Visayas 29
Region 7 Central Visayas 17
Region 8 Eastern Visayas 14
Region 9 Western Mindanao 14
Region 10 Northern Mindanao 21
Region 11 Southern Mindanao 39
Region 12 Central Mindanao 23
Region 13 CARAGA 9
GRAND TOTAL 489
Second Part: Church and Communication (Fr. Christian B. Buenafe, O.

Carm)
Material Communicating in Community (Fr. Franz Josef-Eilers, SVD)
HUMAN COMMUNICATION
“We celebrate the blessings of speech, of hearing, of sight which enable us to

emerge from our isolation and loneliness in order to exchange with those
around us the thoughts and sentiments which arise in our hearts. We celebrate
the gifts of writing and reading, by which the wisdom of ancestors is placed at
our disposal and our own experience and reflection are passed on to the
generations that follow us. Then. . . we recognize the value of the ‘marvels’
even more wonderful: ‘The marvels of technology which God has destined
human genius to discover’ (Inter-Mirifica, 1) . . inventions which have
immeasurably increased and extended the range over which communications
may carry and have amplified the volume of our voice..”
Pope John Paul II

Pope John Pual II calls here communication media the “admission ticket to the
modern marketplace where ideas are exchanged, news is passed around and
information of all kind is transmitted and received.”
Social communication refers to all ways, means and processes of
communication which are related directly or indirectly to human society.
Latin root ‘communis’ – communication means to have something in

common, to share.
Christian sense – ‘communio’ that is ‘communion’ which finally leads to

community
Only communication serving and leading to community is the real ‘social

communication’ we are concerned about.
Studying communication therefore means studying people in their ways of

exchange and sharing, relating and influencing each other for a common
concern.
SOCIETAL FUNCTIONS OF COMMUNICATIONS

In Political In Economic Socio-cultural
System System System
1. Information, receive, seek surveillance, gathering Information on: Information on:

“Social Radar” gathering- gathering intelligence, resources; buying norms and roles in
information; audience “research” & selling opportu- society; accepting
inform nities; materials, or rejecting them
places, persons…
2. Interpretation Interpret information Interpretation and Interpretation of Coordination &

Handling, for decision making coordination of economic data interpretation of
assessing, political facts, & information; public under-
evaluating intelligence setting of economic standings, needs
information, Persuade others, Making disseminating, policies, operation & desires; ope-
environment command enforcing policy & control of market ration of social
control
3. Instruction Seek knowledge Transmission of socio-political Initiation into eco- Transmission of

heritage, laws, customs nomic behavior, social norms and
laws, life role prescriptions
to new members
Learn, teach, instruct of society
4. Entertainment enjoy, relax ---------------------- --------------------- Relief from work

& problems;
socialization and
incident learning
Communication is –
1. Continuous: We cannot stop ourselves to put meaning into words and

actions of others around us.
2. Personal: the world outside and the one in ourself – “world behind our
nose consists of attitudes, values and experiences, all that makes us, us.
This world determines how we see and interpret the objects, the people,
and events in the world beyond our nose. In a way, we are at the mercy of
our background whenever we communicate, for it influences the way we
interpret a message”.
3. Circular: It is “a series of actions and reactions which appear to have no

fixed beginning or end.”
4. Irreversible: Information once transmitted “cannot be removed from the

listeners ‘brains and returned to a communicator’s mouth”.
HISTORY
4th Century: State religion of Roman Empire and becomes the bearer of
culture in Europe which includes the oral and written heritage of mankind.
St. Augustine applied the rules of classical rhetorics to homiletics in the fourth
book of his ‘doctrina christiana’ and in his ‘De catechezandis rudibus’ he
applied communication principles for the first time in Church history to
catechetics.
Pope Gregory the Great presented in his ‘Pastoral Rule’ from around the year
591 communication principles as basic for any pastoral work. He puts a
special emphasis on the different audiences to be addressed in different ways
according to their needs and understandings:
“The discourse of a preacher should be adapted to the character of the

hearers, so as to be suited to the individual in his respective needs, and yet
never deviate from the art of general edification. For what else are the
minds of attentive hearers but, if I may say so, the taut strings of a harp,
which the skillful harpist plays with a variety of strokes, that he may not
produce a discordant melody? And it is for this reason that the strings give
forth a harmonious melody, because they are not plucked with the same
kind of stroke, though plucked with the one plectrum. Hence, too, every
preacher, in order to edify all in the one virtue of charity, must touch the
hearts of his hearers by using one and the same doctrine, but not by giving
to all one and the same exhortation”.
Printing by Gutenberg (1450): the Church did not see the importance of this new
printing method but Martin Luther and his companion saw otherwise. It was not
that the church did not use the new means at all like in her mission work.
‘Doctrina Christiana’ was the first book published in Philippine history. But
apparently, the implications of the new invention for the influence and power of
the church were not sufficiently seen.
Printing
1. changed the situation of the Church in the power system of those days.
2. changed the ways of doing, teaching and living theology as Paul Soukup
observes:
“Printing fostered the textual criticism of newly recovered biblical
manuscripts, a development which led to a sophisticated
theological hermeneutics and text oriented theology. With the
printing press making identical copies of texts common, academic
theology reached more readers and had more profound impact. . .
E.g. Catechism – widespread biblical publishing and the lay bible-

reading movement, with the rise of vernaculars as scholarly
languages and with widespread readership for theologians.
3. alliance of reform and counter-reform with printing: stamped an enduring

mark on liturgy. . . the tridentine missal created a standardized form of the
Latin mass that last lasted over four hundred years. . .”
Pierre Babin: printing “created a different way of communication faith” unlike the
earlier oral communication before this period. He sees a general trend growing
out of printing for all Christian churches in those days:
1. The need to impart one doctrine and firm moral teaching to the masses.
2. The need to train personnel, particularly by establishing schools and
seminaries.
3. The need to, ‘instruct and educate the humble people’ in the most concrete
and practical way, by producing ‘short and precise treatises.” (Catechisms
were needed to regulate and firmly establish discipline and faith.) Most
important result of this method were a strictness in doctrine and a
uniformity of knowledge. In doctrine, the importance of a logical
knowledge and of abstract notions was clearly stressed
Babin believes that this way the original nature of local and oral cultures was
completely changed and “what counted in Christian education was knowing the
catechism by heart”

Shift into the audio-visual way of religious education which he calls ‘stereo
catechesis’.
Political developments
1. French Revolution 1789

2. Revolution in France 1830, 1848
- strong growth of antichristian and antichurch elements which is

also reflected in a growing anticlerical political press.
- the Pope lost his political power as a head of state in Italy.
- experiences of Pope Gregory XVI and Pope Pius IX both
reigning together for almost half a century resulting in a certain
pessimism especially towards the political periodical press.
- 19th century: worldwide initiative for the ‘good press’; Gregory
XVI described his view in his encyclical ‘Mirari’ from August 15,
1832 on Liberalism and religious indifferentism:
“. . .our roman See is harassed violently and the bonds of unity are
daily loosened and severed. The divine authority of the church is
opposed and her rights shorn off. She is subjected to human reason
and with the greatest injustice exposed to the hatred of the
people…” Against such a situation a good press, defending the
pope and church had to be created. (Pope’s newspaper
“L’Osservatore Romano”)
Middle of the 20th Century: Pope Pius XI and especially Pope Pius XII comes a
more positive attitude to the means of communication in general.
Gaston Roberge: sees in the relation between Church and social communication
three trends or attitudes:
Church approaches to Communication (Mass Media)
Attitude Action Position
Trend I Suspicion and censorship and

rejection control outside
Trend II Imitation and use at all costs marginal
ambition
Trend III Critical Discriminating inside
understanding use & compassionate
service
At first (Trend I + II) the church looked at the media in order to control and use them
– from the outside. Later on, she began to look at them from the inside. She
discovered that the ideal of service to the world which the Vatican II Council had
formulated finds an area of application in the Mass Media, for the communication
media constitute one of the main forms of contemporary social life. They are the
world to evangelize.
A. Pontifical and Council Documents
1. CHRISTIANAE REPUBLICAE, 1766 (On the Dangers of Anti-Christian

Writings) – encyclical by Pope Clement XIII on Publishing
2. VIGILANTE CURA, 1936 – encyclical by Pope Pius XI on film and was mainly
triggered by the success of the “Legion of decency” in the United States. People
becoming members of this “legion” made a public promise not to watch and to
boycott immoral films as well as cinemas showing them.
Action: proposed in all countries of the world Catholic cinema offices and a film
rating system according to moral standards.
Impact: certain cinemas and films in the United States lost up to 40% of their
income because of such a boycott. Pope Pius XII in June 21, 1955 with his
speeches to representatives of the Italian cinema industry and to international film
distributors has developed further ideas and proposals on the ideal film.
Focus: It expressed concern for moral issues in a communication medium which
was considered more influential than the press.
3. MIRANDA PRORSUS, 1957 – encyclical by Pope Pius XII on electronic media

of cinema, radio, television but not the press. The electronic media are presented
together under the label of “communication.” Speaks about Christian doctrine and
audio-visual communication.
Shows clear analysis and a positive approach to the electronic media, their
potentials and to the pastoral needs arising from this. Noteworthy is the clear
vision for future developments, the analysis of the effects of the electronic media
and the consequences to be taken out of this for the pastoral part of the teachings
of Pope Pius XII at other occasions.
4. INTER-MIRIFICA, 1963 – decree on the Instruments of Social Communication

by the Second Vatican Council
Positive Points:
An ecumenical council for the first time in history treats the subject of
social communication in an official document.
Introduces a World Day of Communications.
Introduces the expression “social communication” as a new name for the

communication of the church.
An instruction on the pastoral dimension of communication is demanded

and authorized by the council fathers to go more into detail and help the
implementation of the council principles. This instruction was published
finally 1971 with “Communio et Progressio.”
The need for proper training and formation of church people,

communicators and recipients, is clearly stated.
The establishment of permanent institution for social communication at

the Holy See is proposed.
5. REDEMPTORIS MISSIO, 1990 – “It is not enough to use the media simply to
spread the Christian message and the Church’s authentic teaching. It is also
necessary to integrate that message into the “new culture” created by modern
communications. This is a complex issue since the “new culture” originates not
just from whatever content is eventually expressed but from the very fact that
there exist new ways of communicating, with new languages, new techniques and
a new psychology.” Pope John Paul II
The world of communications is the modern Areopagus for the church.
6. AETATIS NOVAE, 1992 – by the Pontifical Council for Social Communications.

It goes from the cultural-social and political-economic context of modern
communication to the service the media can offer. It treats some current
challenges like the need for critical evaluation, communication and development
and the right to information. Special emphasis is placed on pastoral priorities and
the need for pastoral planning. In fact the document contains as integral part of an
appendix with “Elements for Pastoral Planning.”
Focus: Affirms that these mass media “by no means” detract from the
importance of alternative media which are open to people’s involvement and
allow them to be active in production and even in designing the process of
communication itself.
The church rather “must take steps to preserve and promote folk media and other
traditional forms of expression, recognizing that in particular societies these can
be more effective than newer media in spreading the gospel because they make
possible greater personal participation and reach deeper levels of human feeling
and motivation”
Training of pastoral workers and priests to minister to the “information-rich and

the information-poor.”
Supplement: FABC-OSC 7th Plenary: Church and Social

Communication in Asia
Basics For Social Communication In Asia
1.1 Christian communication flows from the Most Holy Trinity.
The Trinitarian life of Father, Son and Holy Spirit is in its essence communication.
Communication is the unifying bond among the Persons of the Trinity. Because human
beings are created in "his image and likeness," they are able to communicate. Any human
communication rests in this theological fact.
• The communicating Trinitarian God communicates with his creatures in

revealing himself. For this revelation God uses all modes and means of human
communication. He reveals himself on the levels of nature and grace.
• The high point of God's revelation is the incarnation of his Son Jesus Christ. In
him God communicates with us through becoming one of us in the person of his
Son: "The Word became flesh and made his dwelling among us..." (Jn 1, 14).
• The Church exists to continue God's revelation and incarnation into the here
and now of every time and place:
The Church is, by her essence, communication, which flows out of the communication
of the Holy Trinity. She is founded to continue the communication of Jesus Christ in
word and deed. Communication ought therefore to mark the life of the church in Asia.
Communication then must be a constitutive dimension of all ministries of the church.
Home of the great religions, Asia and its evangelization call for dialogue as a way of life
(BM '96).
1.2 Christian communication serves evangelization and development.
In continuing the revelation and incarnation the Church communicates in word and deed
Gospel values in the service of humankind.
1.3 Christian communication is social communication.
Social communication refers to all "the communicative relations of members of a social

system, their means, structures and processes" (cf. Eilers, 1994, 271-278). This has
important consequences for the communications' attitude and apostolate of the Church in
Asia, especially also in view of local cultures and inculturating Christian values into the
old and the media-shaped new cultures of the Asian continent.
1.4 Christian communication is person-oriented.
"We are not to lose sight, however, of the truth that it is the person and not the
technology that is the best means of communication, especially in Asian cultures.”
1.5 Christian communication has a positive approach.
"We should be careful, however, not to brand everything that belongs to the new media
cultures decadent or evil. We should not also panic and throw up our hands in despair,
thinking there is nothing we can do. As believers, we should have the confidence that we
can face this problem - that we can educate our people so that they will allow themselves
to be nurtured by what is positive in the new media culture but will firmly reject anything
that does not correspond to true Christian faith and to traditional Asian values." (BM '96)
1.6 Christian communication in Asia is dialogic and creating relationships.
"The calling posed by the new media culture offers an opportunity for interfaith
cooperation in communication activities, because it affects all religious communities in
Asia. Hence, interfaith dialogue leading to understanding and cooperation should be an
aspect of all our communication programs and activities. It is imperative to make clear to
our brothers and sisters of other faiths that we are not in any way aligned with destructive
forces in the new media culture. Failure to do so will alienate them further from us. As in
many Asian countries, Christianity is still seen as an alien, western religion of the
colonizers." (BM '96)
1.7 Christian communication helps through education to build awareness for seeing the
way media represent reality, and thus contributes to a more mature and positive
approach to a modern communication environment: "Media education, understood not
simply as skills training but as awareness and understanding, of the representations of
reality generated by media in a media-shaped society, is for all... Hence, media education
ought to be an essential and integral part of any pastoral plan. Training should be
provided from a simple to a more comprehensive form and approach..." (BM '96)
1.8 The public image of the Church and Christians is very often the first
"communication" to a non-Christian environment.
CHURCH COMMUNICATION STRUCTURES
Hierarchical structure
National offices
International offices
Diocesan offices
The chief tasks of diocesan communication office:
To organize the pastoral apostolate within the diocese, penetrating

right down to parish level,” and
To prepare for world communication day within the diocese.
The obligations of the diocesan offices are the same as the national
offices, but confined to the diocesan level.
Spokesperson/Press officer
Professional organizations
Third Part: The Challenges of Social Communication towards

Evangelization (By Jofti A. Villena)
Materials: Communicating with Communities (Alecks P. Pabico)
See the Slides (Practical Suggestions)

VATICAN
(Pontifical Council)
FABC INTERNAT’L
ORG
REGIONAL
NATIONAL OFFICE
NAT’L ASSOC.
DIOCESAN OFC DIOCESAN OFC DIOCESAN
PARISH PARISH PARISH PARISH PROFESSIONALS

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Titus Brandsma Center-Media Program 1

Media and Spirituality: The State of Philippine Media and the

MEDIA AND SPIRITUALITY:

Introduction: Where is the Love? Black Eyed Peas

First Part: Media Awareness: Basic Information on the Philippine Media

Material: AAAA Media Factbook 2000

The Philippine Media Trends, Issues and Needs – Research 2

5 Parameters used (MPs)

1. definition of media, perception of their roles as media practitioner, their driving

Reflections from the Study

Trend of sex-and-violence fare; increasing gap between the information-

2. Media and politics

Used by politicos as electoral machinery to project their viability (more

3. Media and business

Bottomline of media is “ratings”. These are: a) ratings scheme, b) niche

4. Media and academe

Question: how does education enable young people to learn from

5. Media and the Church

Church is a part of the institutional power struggle;

6. Media and their needs

Right orientation among media persons;

We address the results of this research to three categories:

First impression – media practitioners usually have to work under pressure;

1. Can this be confirmed?

Second impression – has to do with the perspective on faith and life;

1. Faith and values of most of the respondents are being compartmentalized -

Third impression – “neutrality” problem

1. Media practitioners should prevent to go against the right of the

2. “Neutrality” puts pressure on the media practitioners;

3. Media cannot be ‘neutral’ in an absolute sense!

Philippine Catholic Church

1. Must reflect on the development of media (fast and revolutionary changes)

Students are overwhelmed by the load of information;

Teaching personnel is in need for an adaptation to and a critical appreciation of

AAAA Media Fact Book 2000

Top Advertisers Top Brands Advertised

Top Ten Product Categories

SUMMARY OF RADIO STATIONS

GRAND TOTAL 273 266 539

NUMBER OF RADIO STATIONS

Number of AM/FM Radios

AM Luzon 100 stations AM Visayas 60 stations AM Mindanao 87 stations

SUMMARY OF TELEVISION STATIONS

GRAND TOTAL 320

Program Commercial Load

18 commercial minutes per program hour (36-30”)

Ownership of Radio and Television Sets by Household

Mass Media Total Philippines Metro Manila

Radio 85% 94%

Number of Broadcast Stations and Channels

Radio: Total Philippines Television: Total Philippines

AM 373 39% Public TV 229 14%

3. Electronics and Internet

Number of Mobile or Cellular Phone Service Providers and Units

Year Number of Number of Users

Projected by end of 2004 30,000,000

Installed Personal Computers Year 2000 (IDC 2001)

Type of Installed PCs Area of Installed PCs

20.00% Total Philippines

Region 4A NCR 12 (broadsheet), 17 (tabloid), 32 (magazines)

GRAND TOTAL 489

Second Part: Church and Communication (Fr. Christian B. Buenafe, O.

Material Communicating in Community (Fr. Franz Josef-Eilers, SVD)