Develop Communication in Philippine Media: The Emergence of Participatory Activities between Mass Audiences and Media Institutions Particularly in News Broadcasting

Paper in Development Communication under Prof. Abe V. Rotor Ph.D. University of Santo Tomas

Development Communication in Philippine Media

Media is one of the most dominant institutions in the Philippines and news is certainly a magnificent advancement created by the people of our time.  Through this, the people were being informed of the issues and events that are currently going on in a society regardless if it is in print or in broadcast.  There had already been a lot of improvements in the history of news broadcasting not only here in the Philippines but also all over the world.  Through all these efforts, news as media itself is being a catalyst for changes and development in our society.

According to Nora Quebral’s definition of development communication, this is the field where it stands as the art and science of human communication linked to a society’s transformation to a dynamic socio-economic growth that makes for greater equity and larger unfolding of individual potential(1972).  Hence, the individual is a powerful force in establishing development communication because it is through an individual’s interaction with another individual that makes a group and society progress.  It is through the redress of problems and providing solutions for it that developments through communication occur.    

News broadcasting in the Philippines through the years of public service aside from bringing the persuasive reports from all aspects of Philippine and global concerns also was able to incorporate technology wisely.  Through this the people are being encouraged to participate through interactive media for the feedback which is very indispensable.  As of now, the incorporation of mobile services and the Internet is trending.  Through this the people were able to express their insights in a more convenient way.  Existing examples are the new media incorporation including email services and microblogging sites such as Twitter and Facebook.  Another instance of this two-way participatory communication between the people and media is TV Patrol’s segment known as Citizen Patrol.  Through this program, the importance and power of the individual is highlighted.  It also conveys that the voice of one when heard and supported could transform this society into a better social locale for all its citizens.

            Therefore, News as media is a very potent tool in changing an entire nation for the better through steadfast information dissemination, interactivity and development. 

sources:

Rotor, Abelardo.  Development Communication- Catalyst for Socio-Economic Change

url: http://avrotor.blogspot.com/2010/11/development-communication-catalyst-of.html

Retrieved on: November 25, 2010