Digital Published Output

1. THE CORNERSTONE OF MEDIA
A case study on how media practitioners adherence to ethical
standards that shapes the society
P R O D U C T I O N 6
J o h n C h r i s t i a n M . A g u s t i n
K e i t h D a n i e l l e V . S a n c h e z
A i r a J o y c e E . G o n z a l e s
A b e g a i l P . C a s a b u e n a
F r a n c e s J o y c e D o m i n g o
D o n n a M a e G . D o m i n g u e z
A d r i a n I . D i l i g
B A C H E L O R O F A R T S I N C O M M U N I C A T I O N - N E W M E D I A T R A C K 2
B C O M 0 3 2 3 B R O A D C A S T P R I N C I P L E S A N D P R A C T I C E S F O R C O M M U N I C A T I O N C A M P A I G N S
2 N D S E M E S T E R , A Y 2 0 2 0 - 2 0 2 1

2. B A C K G R O U N D
Jervis Manahan is a current news reporter at ABS-CBN News and Affairs
known on-air as ABS-CBN News, the news and current affairs
programming division of ABS-CBN. The organization is responsible for
the daily news and information gathering of its news programs.
Jervis Manahan gained his bachelor’s degree in Broadcast
Communication in University of the Philippines – Diliman and
currently taking his master’s degree in Media Studies major in
Broadcasting also in College of Communication in University of the
Philippines – Diliman. He started working as a researcher at GMA
News in 2012 in State of the Nation and became a segment
producer and researcher in Kapuso Mo Jessica Soho (KMJS) after 8
months. In 2015, he became a news writer in Unang Hirit and 24
Oras before he left GMA and transfer to PTV 4 for his reportial
debut until 2017. On October 2017, he joined ABS-CBN as a reporter
and still doing it up until now.
W e a r e w i r e d l i k e w e a r e t r a i n e d a s
j o u r n a l i s t t o — t o s e p a r a t e o u r f e e l i n g s
l i k e w e a r e n o t r e a l l y s u p p o s e d t o p u t
o u r o p i n i o n o n o u r s t o r i e s . O u r s t o r i e s
s h o u l d b e f a c t b a s e d l i k e s o l e l y b a s e d
o n t h i n g s t h a t a r e e m p i r i c a l , t h i n g s
t h a t a r e d i s c e r n i b l e b y t r u t h a n d y o u
k n o w o u r e m o t i o n s r e a l l y d o n ' t h a v e
p l a c e i n o u r s t o r i e s .
T H E P R A C T I O N E R
J E R V I S M A N A H A N
A B S - C B N N E W S R E P O R T E R

3. B A C K G R O U N D
ABS-CBN is a Filipino media and entertainment group based in based in
Metro Manila, Philippines that started in 1946. It is the Philippines' largest
entertainment and media conglomerate in terms of revenue, operating
income, net income, assets, equity, market capitalization, and number of
employees. Currently, the company owns the Kapamilya Channel and
ABS-CBN News Channel as well as Teleradyo and MOR Enteratainment
digital radio networks. There are also other companies operate under
ABS-CBN group these are motion groups such Star Cinema and Black
Sheep Entertainment, television production company such as
Dreamscape Entertainment, Star Creatives and RCD Narratives, online
ticketing and streaming site which is KTX, music recording label Star
Music, publishing firm ABS-CBN Publishing, pay TV content provider and
distributor Creative Programs, and talent agencies Star Magic and Rise
Artist Studio. Pay TV network and channel also under ABS-CBN group are
ANC HD, Cinema One, Cine Mo!, Jeepney TV, Kapamilya Channel HD,
Knowledge Channel, Metro Channel, MYX and TeleRadyo. ABS-CBN also
ventured and diversified in other businesses such as over-the-top
platform iWant TFC, Kapamilya Online Live and Sky On Demand, digital
terrestrial television service ABS-CBN TV Plus, family entertainment
center Kidzania Manila, and home shopping network O Shopping. ABS-
CBN is also the principal owner of the ABS-CBN Philharmonic Orchestra.
T H E C O M P A N Y

4. S O C I A L R E L E V A N C E
Media is from the word medium which
means mode or carrier. This alone would tell
us what the role of media is—mode of
communication and carrier of information.
The role of media practitioners in the society
is to send different messages to the public,
such as how to influence them, to provide
them with relevant facts, and to keep them
up-to-date on what is happening around us.
Their job is very important because without
any transmission of news to the public,
people will not be able to get any
community issues and will not be well-
informed about the current events in the
world.
According to Sen (2011), mass media and other forms of communication
technology have an enormous influence in shaping public opinion and
underlying sentiment. Mass media helps raise our accountability as it addresses
important issues It brings essential changes and help social situations be better.
Likewise, Jervis Manahan has stated that the biggest roles of media practitioners
in the society are influencing public opinion and informing people about the
issues they need to know for the day. He also added that individuals who are in
the field of media exist in order to instruct the public about what's going on. In
doing so, they can help the people concoct all around educated choices that they
will accomplish for the day, particularly on the recent concerns occurring
worldwide.
News reporters diligently gather and interpret
data before it is delivered to the public. It is
normally broadcasted on our televisions, can also
be heard on the radio, and can also be watched
on any social media site. Their primary aim is to
be able to provide accurate and relevant news to
the public. In this case the function of
information delivery can be done alone by the
media. Without the media, it is unlikely the
information can be delivered accurately and
quickly (Paul, Singh, & John, 2013).

5. Furthermore, the public depends on
the news media to identify, clarify, and
track any situation in their society. They
also depend on the news when it
comes to business, sports,
entertainment, and so on. News is very
relevant because it provides
information or even alerts for the safety
of the public. In the interview, Jervis
Manahan said that he embodies his role
as a media practitioner by providing
factual information and covering the
news as meticulously as he can.
Through this, he believes he that he is
offering something to the public.
Media is the sword arm of democracy.
Media acts as watchdog to protect public
interest against malpractice and create
public awareness (Medium, 2019).
Therefore, media practitioners carry a
huge responsibility towards the people.
They are the providers of information, a
mean to raising awareness, and the basis
for decision-making. Like what Jervis
Manahan said, no society can function
without the news. Ever since the creation
of media, it has always been an
inseparable part of humanity and of
civilization.
S O C I A L R E L E V A N C E

6. Ethical standards apply to the entire media,
thus, adhering to media laws and ethics is
very important. For Jervis Manahan, it’s the
most logical and ideal thing to do. As a
media practitioner, they are bound by
Philippine Law or international law,
therefore they can’t do anything illegal. He
also stated that it is harder to be an ethical
reporter because of the set conventions and
the ethical guidelines set by the media
industry and the news organization. These
guidelines are also being strictly enforced
in his workplace, the ABS-CBN, hence,
media practitioners don’t have a choice to
be unethical. He also said that ABS-CBN has
not misled the public in purpose and has
always acted in good faith whenever they
deliver news.
.
Truth-telling and accuracy are fundamental
to media and press practice, as stated by
Teodoro (2014). Nevertheless, instead of
conforming with this principle, the
mainstream media still observes an aperture
in truth-telling and accuracy. Corruption
becomes a barrier in accurate reporting and
it reflects in the form of bribery solicitation
and acceptance. This kind of situation
happens more often in smaller news
organizations, as lower paid journalists,
especially those who work in tabloids, are
prone to accepting bribes. Moreover, not
having a proper training may also lead to
journalists committing ethical problems.
L A W A N D E T H I C S

7. There can be no such thing as a neutral journalist. We all have different
viewpoints and these will reflect in anything we do. According to Alonzo et.
al., in order to be neutral, one must not favor any side of the story, and this
ultimately leads to the creation of false balance. “Objectivity is a myth,”
Jervis Manahan said. What media practitioners have to aim for is not an
objective story, as bias is inherent and is something we cannot take away
from people. We have different upbringing, and various news organizations
have different histories that shape how they see and tell issues. In
conclusion, bias is not something that should be eradicated but rather be
acknowledged.
.
If there was one ethical rule he could revise
or add in the code of media ethics, Jervis
Manahan explained that we have to rethink
the idea of false balance. Ethical practices in
journalism could dictate journalists to
always put balance to a story by knowing
the other side of the coin, however, he
thinks otherwise as he would like to put
more premium into truth than balance. He
also hopes that this is one virtue that the
media should learn right now. For Jervis
Manahan, the ethical standards we have
today are all in place. The matter lies on the
implementation and adherence of media
practitioners.
Accuracy is one of the five core principles of
ethical journalism according to Ethical
Journalism Network; therefore, it is a virtue that
journalists must always observe. Being the heart
of journalistic practice, misobservance of
accuracy would go against what they are
supposed to do—uncover truth.
L A W A N D E T H I C S

8. According to SPJ’s National Convention, there are four
principles that serve as cornerstones for media
practitioners. First, seek truth and report it, where
journalists must observe accuracy and fairness.
Journalists should compile, write, and analyze
knowledge with honesty and bravery. Second,
journalists must minimize harm by treating sources,
subjects, colleagues, and members of the public as
individual beings who deserve to be respected. Third,
journalists must act independently by serving the
public interest. Lastly, journalists must be accountable
and transparent through being responsible and
honest .
.
When these principles are incorporated, no
ethical standards would be violated. As
eloquently stated by Jervis Manahan, the
ethical standards are there to maintain
order. For him it is like a bible of the
industry, for without it, there will be chaos.
The ethical standards we have today are
significant as they are made to give the
media a set of guidelines. These rules
would provide boundaries between what is
acceptable and what is not.
Media practitioners should strictly check the
credibility of their gathered information and
immediately expose false or misleading data.
Correspondingly, an intended journalistic bias that
media practitioners carry out intentionally to
accomplish a particular objective should not be
approved because one's truthfulness can bring better
results for the general public.
A N A L Y S I S

9. According to T. Champion, journalists have a duty
to society to provide truthful, balanced, reliable,
and impartial information while avoiding
conflicts of interest and respecting the privacy of
society. Like what Mr. Jervis Manahan said,
without ethical standards, their duty to inform
the public would be adrift. These ethical
standards serve as their moral compass, and they
help them create fair and truthful information.
.
To conclude, social responsibility is entangled with
being a media practitioner. They are tasked with
uncovering stories and unraveling truth for the
public, and as receivers of information, the people
would be directly affected by it. Following the ethical
standards are meant for a good cause, as it indicates
the proper ways of executing content without
misleading the readers, viewers, and listeners. A
simple mistake could lead to a life ruined or a
construction of another reality. Media practitioners
have the capability to influence the people, and the
existence of these ethical standards will limit the
power the media practitioners are given.
A N A L Y S I S

10. Alonzo, J. E., Balasabas, K., & and Leoncio, R. (2020, September 20).
The LaSallian. Retrieved from
https://thelasallian.com/2020/09/20/news-and-bias-must-
journalism-be-neutral/
Champion, T. (2014, February 19). Retrieved from
https://www.mediaupdate.co.za/media/59572/the-importance-of-
ethics-in-journalism
Ethical Journalism Network. (n.d.). Retrieved from
https://ethicaljournalismnetwork.org/who-we-are/5-principles-of-
journalism
Gregorio, X. (2020, December 4). Philstar Global . Retrieved from
Philstar.com:
https://www.philstar.com/headlines/2020/12/04/2061479/house-
panel-oks-better-pay-benefits-media-workers
Medium. (2019, December 23). Medium. Retrieved from
https://medium.com/@kashafmurtza655/role-of-media-in-society-
760db2844ae3
Paul, V., Singh, D. P., & John, D. S. (2013, August). Retrieved from
file:///C:/Users/user1/Downloads/20-Main%20Article%20Text-40-1-
10-20150706.pdf
Sen, A. (2011). Peace and Democratic Society. Cambridge, UK: Open
Book Publishers. Retrieved from
https://www.openbookpublishers.com/htmlreader/PDS/chap06.htm
l
Society of Professional Journalists. (2014, September 6). Retrieved
from https://www.spj.org/ethicscode.asp?
fbclid=IwAR0UzdXTGLYnKe9n6hiffL_rQYEKhyBq3W3ZbK3RdCo3Awi
bCpExjhX-wDs
Teodoro, L. (2014, July 22). In Medias Res. Retrieved from
https://cmfr-phil.org/inmediasres/luis-teodoro/notes-on-the-
dominant-press-2/
.
R E F E R E N C E S