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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;
Titus Brandsma Center-Media Program 2
Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
Skills development;
Titus Brandsma Center-Media Program 3
Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
Conclusion
Media practitioners
Philippine Catholic Church
Education sector
Media practitioners
4. Political will
a. what direction to take?
b. how to come to decisive steps?
Education-Academe
Titus Brandsma Center-Media Program 5
Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
A. Advertising Industry
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
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.
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Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
Year 2000
4% 19%
17%
11%
11%
17% 5% 16%
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)
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Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
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.
Year 2004
C. Print
Newspaper Readership
50.00%
48.00%
40.00%
30.00% 29.00%
SUMMARY OF PUBLICATIONS
(Per Region)
REGION PUBLICATIONS
HUMAN COMMUNICATION
Titus Brandsma Center-Media Program 12
Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
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.
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”.
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:
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. . .
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”
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Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
Shift into the audio-visual way of religious education which he calls ‘stereo
catechesis’.
Political developments
“. . .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:
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.
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.
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.
Positive Points:
An ecumenical council for the first time in history treats the subject of
social communication in an official document.
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Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
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
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”
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Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
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 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).
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Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
In continuing the revelation and incarnation the Church communicates in word and deed
Gospel values in the service of humankind.
"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.”
"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)
"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
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Media and Spirituality: The State of Philippine Media and the
Challenges of Social Communication towards Evangelization
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.
Hierarchical structure
National offices
International offices
Diocesan offices
The obligations of the diocesan offices are the same as the national
offices, but confined to the diocesan level.
Spokesperson/Press officer
Professional organizations
FABC INTERNAT’L
ORG
REGIONAL
NATIONAL OFFICE
NAT’L ASSOC.