Gino Lorenzo C.

Estella
2013-70019
Comm 130 HWX
May 05, 2015
The Iconic Images of the Philippine Press Identification Card by Shirley P. Evidente (2009)
The Social Semiotics Theory, written in 1995 by Klaus Bruhn Jensen puts the process of
creating symbolic meanings of objects into everyday living and routine. It notes that a person can
build up his knowledge of sign systems through semiosis through exposure to interpersonal and
mass communication.
It is a branch off from the Semiotics Theory by Roland Barthes in which he theorized that
people created their meanings and interpretations of those around them through a system of
levels: the sign, the signified and the signifier. It recognizes that these signs cannot stand on their
own, but rather they exist in a system of signs.
In her study in Plaridel, a journal for studies in mass communication, Shirley P. Evidente
uses the Social Semiotics theory to bring meaning and interpretation to a Press Identification
Card (ID).
The study identified the iconic images of the press ID in Metro Manila. It will be a
historical look into the use of the press ID, and to the factors that led to the formation of its
iconic image.
As the fourth estate of society, the press are tasked with watching the actions of the
government and its constituents. They have earned the title of Watchdog of the State. And have
bestowed upon themselves power that either earns them public trust or the ire of the
government.

Since the emergence of press agencies in the Philippines during the American
colonization, the press have used identification cards to bear the name of the publication as an
economic institution. Back then, the press ID was called a newspapers or agencys ID, a
standard identification card that only contains the most basic contents of an identification card
such as the name, ID number and name of publication.
These press IDs were only used after the war. According to social scientists from the
University of the Philippines College of Social Sciences and Philosophy, it was due to members
of the press being afraid to divulge their identity as a pressperson to the public in fears of
persecution by colonizers.
Gaining public trust and power, the press have earned their roles as the fourth estate and
as part of the institutional system of checks and balances. Publications were allowed to hold
franchises in print and broadcast, and have since claimed their role as the influencer of public
opinion in the country.
From then on, the press ID was related to the exercise of press freedom in the country.
Media organizations have set their own rules and protocol for writers obtaining press IDs. The
media organizations intents to screen journalist became known, and thus complicated the
process altogether.
Press IDs were then used to identify members of the press. According to UP mass
communication professor Tessa Jazmines, IDs are like a rite of passage a legitimizer of your
identity.

Since then, press IDs have been a symbol of power and authority towards those who see
it. Evidente strengthens this point with a personal experience of her colleague, wherein he used
the power of his press ID in order to save his friend from being abducted by three men in a
gasoline station.
According to Evidente, these press IDs could also be used as informal passes to events.
Citing informal uses of the press ID, it can also be used to escape persecution from police
officers in petty situations. There are also hao siaos, people who claim to be professional
journalists, but are in fact just in the event to receive freebies from the public relations.
Among many other ways to misuse the press ID, whether fake or not, is using it to gain
money from unsuspecting people. According to GMA 7 news anchor Mike Enriquez, people
have been reported of asking people for money, using fake press IDs while presenting
themselves as part of his shows production staff.
According to Evidente, fake press IDs are also available for purchase online should one
want access to events like press conferences, interview opportunities and sporting events.
On another note, Evidente cites related literature on academicians views on the character
of the press in the Philippines.
Evidente recalls the words of Amando Doronila (1990), saying the press established a
political nature, and have gained power in doing this. This led to other countries viewing press in
the Philippines as the freest in asia.

Several experts also see that the Philippine press has a role as an information
disseminator and a major influencer of public opinion. In terms of media, Philippine media
shapes pop culture and is a great factor in nation building.
Given this, the research walks on the premise that press in the Philippines is free;
therefore, it also walks on the premise that the issue on the press lies on its members and how
they conduct themselves in the journalism practice.
Evidente employed a descriptive approach to study the image of the press ID. She used
interviews, surveys, and observations to create her claims on it.
The survey respondents were media persons who worked in Manila-based TV, radio and
print agencies. Numbering at 120, 65 were male, and 45 were female. 32 were from TV, 29 from
radio and 32 from print.
For experience, 41 have worked in the media industry for more than 8 years, 32 for 4 to 8
years and 35 for less than 4 years. 35 have used more than 10 press IDs, 31 have used 5-10 press
IDs, and 32 owned less than 5 while 12 did not specify how many they owned.
Of the 120 respondents, 85 of which were college graduates.
As for the interviewees, they have come from the media industry; namely print, TV, radio
and online; and have held decision-making positions and have had experience in the media
industry for 5-10 years.
The journal writers were from TV agencies. Namely, Pong Olanday from RPN9 and Joy
Garcia from GMA7.

From the surveys conducted, the respondents viewed the press ID as something besides
simple identification. The respondents viewed the press ID as easy access to events and
information, avoidance of traffic violations, free privileges such as movies and shows.
Aside from a source of power, the respondents also viewed the press ID as respect and
prestige, and a way to get special treatment from other people.
The respondents ultimately saw that the image of the press ID is an image of easy access,
with that trait being the most attributed to the image.
Male mediapersons viewed the press ID as authority, while female mediapersons saw it
as a form of prestige to own a press ID.
The journal writers views also reflected those of the survey respondents. They have
admitted to using their press IDs to escape persecution in traffic violations.
The survey respondents were also asked on how they would solve this issue of using the
press ID for easy access. Majority of them proposed that rules be set in ethical codes of media
organizations like KBP, NPC and PPI involving the use of press IDs.
This proposal goes two ways as well. Many respondents have also proposed that the PNP
be wary of journalists using press IDs outside coverage so as to apprehend them.
In terms of hao siaos misusing press IDs, whether fake or authentic, the respondents
generally proposed the elimination of them in media events as the top ranking priority in
preventing press ID misuse.

Given this, the respondents generally proposed that disciplinary action be used, whether it
be in the manner of self-regulation or apprehension, the proper regulation of the journalists
actions are sought.
Aside from avoidance of traffic violations, the respondents also admitted to using their
press IDs to gain priority in getting records, and as well as to get exclusive access to restricted
areas and exclusive events such as police lines and checkpoints, among many others.
When asked on how their colleagues viewed their press badges, the respondents
answered with power, recognition, credibility and access to offices or information. This was
common in all of the responses.
Evidente then cites Olandays journal article, wherein he has used the press ID in order to
aid others in their predicaments, and as a way to prevent others from harassing him during
coverage.
In her interviews with mediapersons, the interviewees generally think that the press ID is
an important part in a mediapersons life. The interviewees see the press ID as identification
during the start of their career, but see it as something else as they gain more experience.
But even with this outlook on the image of the press ID, the media practitioners are aware
of the power of the press ID. They view the press ID as power. In fact, they are wary of it falling
into the wrong hands such as non-media practitioners.
Evidente then concludes that the image of the press ID does not symbolize merely
identification, but given the facts and data gathered, the press ID has become a symbol of power.

A media practitioner can use the press ID to get an edge in life. With the power it entails,
it is a symbol of power not only in the media but also in Philippine society.
Given this information, Evidente then rules that the press ID is a representation of the
media, and thus proves that through the press ID that media is powerful as the fourth estate and a
major influencer in nation building and shaping public opinion.
The press ID is indeed a powerful tool and image, given its power to give power to those
who hold it, whether they be a media practitioner or not.
Evidentes study of the image of the press ID not only sheds light on how Philippine
society sees the media, but the study also serves as a reminder to those who read ita reminder
to not abuse the power that has been given to them through years of development as the fourth
estate.
Students of media must be wary of the world that they will soon embark after graduation.
The world will indeed tempt these students into abusing the power handed to them. But as Peter
Parker from Spiderman said, With great power, comes great responsibility.