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Agenda Setting: Media attention and Policy Making in the Philippines

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harvey juico

on 25 September 2012

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Transcript of Agenda Setting: Media attention and Policy Making in the Philippines

AGENDA SETTING Media attention and Policy Making in the Philippines Mass media is a medium of communication that may come in: written form, broadcast or spoken It may include television, radio, advertising, movies, the internet, magazine, newspaper and so forth. Mass media is a significant force in modern culture, for it has the ability to forward messages which promote not only products, but mood, attitude, perception on things and the like. Nowadays due to a widespread of influence, many consider it as a very powerful medium in influencing the society, not only in the cultural aspect but also in the political sphere. As we live in a world that widely depends on information and communication, mass media is seen to have a huge impact in public opinion. media effects cover a diversity of aspects in the modern society, from trends in clothing, favorite music, pop culture, even in policy making In general, it is believe that policy-makers follow public opinion, but why do States create laws and policies in the first place? POLICY MAKING Policies are definite course of method, these are created to have alternatives and standard that will guide and determine present and future decisions. Our Study Aims to know the influence of mass media to policymakers in the Philippines. We also studied different types of national policies that were passed or made from the 13th up to the 15th Congress such as bills, Republic Acts, and Executive Orders. We looked on how policymakers respond on three different issues that we chose. HAZING CHILD ABUSE JUVENILE DELINQUENCY We chose to study the span of issues in the 13th, 14th, and 15th Philippine Congress. We chose this type of clustering because there is no overlap in the duration of each Congress. MASS MEDIA One of the most powerful institutions that is said to influence social change more particularly in policy making is mass media. Mass media exposes issues to the public that more or less captures their attentions, including the policymakers. In the Philippines, as of 2007, the National Telecommunication Commission recorded that there are; 382 AM stations and 628 FM stations operating. For print media, there are 7 national newspapers; the Manila Bulletin, Philippine Star, Philippine Daily Inquirer, Manila Times, Malaya and the Daily Tribune. 18 tabloids are also being circulated all over the country and hundreds of local newspapers in various cities and towns are being published daily The internet is also considered as a medium that is effective in information dissemination. According to a study by the Internet World Stats, in two years internet users in the Philippines increased from 7.8 million in 2005 to 14 million as of December 2007. The internet paved way for journalists to repost news immediately and independently. However, despite having lots of options to choose from , television media still ranks the highest among the media of information, whereas almost all population have an access to it. The television is still by far the biggest source of news information among Filipinos- 98.8 in Metro Manila, 97.5 in Luzon Island, 98.2 in Visayas and 92.6 in Mindanao There are two major network companies in the country that dominates the industry; ABS-CBN 2 and GMA 7. Surveys on which of the two stations are leading shows conflicting results, however, we can say that there is a very close competition between the two and both have lots of viewers. We use the 2 networks as basis of our research because we believe that in terms of news media the 2 have the most viewers and wider coverage. There are lots of studies regarding mass media recognizing its influencing power. For Yanovitsky, it is attest that mass media has a strong influence on policy makers and their decisions. It is always suggested that mass media serves as a liaison between government and the citizens, through mass media people can relay their sentiments to the government, and the government, and particularly the policy makers will have those as the basis of their agenda. Mass media functioned most often during the stages of policy recommendation (by identifying groups and their proposals), policy implementation (by describing administration and alerting the public to problems), and policy evaluation (by evaluating effectiveness and reacting to policy). In addition, during most stages the mass media functioned in informing rather than persuading. It is ascertain that mass media function more in relaying information than in influencing the policy process Theoretical Framework Agenda Setting Theory Agenda setting discusses a very powerful influence in mass media ”the agenda setting theory says that media(mainly the news media) aren’t always successful at telling us what to think, but they quite successful at telling us what to think about”. The agenda setting theory comes from a scientific perspective, because if we are looking in the effects of mass media that if an individual is exposed in one issue that was televise in television many times there is a great possibility that the individual will have more interest in the issue. Just like other individuals, if policy makers are also exposed to a certain issue there is a greater possibility that they will make a policy related to the exposed issue. If an individual is not exposed to the same media they will feel that the issue is not important. There is a great impact of media on people’s perception
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