sensationalism mainly brought by giving more emphasis on what is patronized instead of what should really be aired.
This phenomenon is best reflected by the sudden rise to fame of the Philippine Azkals. The team may have been successful in bringing the Filipino’s enthusiasm to football in a whole new level, but it looks like the amount of reportage given to them crosses the boundary of what is proper and right. Despite their defeat against the Kuwait National Football Team in the World Cup qualifiers last July, their relentless television appearances and commercials have bombarded the Filipino audience not just in national television but as well as in newspapers and magazines.
I am happy that Filipinos finally get to appreciate a sport other than basketball, but alongside this instant appreciation of football is the unreasonable reportage given to members of the Azkals team. Others say that this sudden rise to fame is not really because of their skill in playing football, but rather because of their looks and half-Pinoy identity.
One of my professors even noted that this media marketing scheme implemented in the country is very visible and ironic at some point. He explained this by comparing the coverage given to the Azkals with the Philippine Dragon Boat Federation. According to him, the former has not even won the world qualifiers but they gain more media coverage than the latter who is a world champion. This column does not imply though that I am against the popularity of football or the Azkals team. It is just that media coverage needs to be balanced because too much of anything is unappetizing and inappropriate.
The media possess the power to filter information that will reach the majority. Through their gate keeping function, they influence the public’s way of thinking. In a sense, they have the capability to shape public opinion. However, with the way the Philippine media give emphasis on trivial matters, one can say that they somehow fail to show what the audience needs to know. Media marketing has been given so much emphasis to the point that the Philippine media shape public opinion in accordance to what is highly patronized by the audience regardless if the issue being tackled is of high relevance or not.
The local political arena remains to be haunted by negative news like the massive cheating in the 2004 elections which could be one of the reasons why the Philippine media opt to give more attention to trivial and petty matters.
However, if I am to respond to this kind of reportage done by the media, I would rather abstain from watching local newscasts than to annoy myself with overrated and exaggerated stories. F
This phenomenon is best reflected by the sudden rise to fame of the Philippine Azkals. The team may have been successful in bringing the Filipino’s enthusiasm to football in a whole new level, but it looks like the amount of reportage given to them crosses the boundary of what is proper and right. Despite their defeat against the Kuwait National Football Team in the World Cup qualifiers last July, their relentless television appearances and commercials have bombarded the Filipino audience not just in national television but as well as in newspapers and magazines.
I am happy that Filipinos finally get to appreciate a sport other than basketball, but alongside this instant appreciation of football is the unreasonable reportage given to members of the Azkals team. Others say that this sudden rise to fame is not really because of their skill in playing football, but rather because of their looks and half-Pinoy identity.
One of my professors even noted that this media marketing scheme implemented in the country is very visible and ironic at some point. He explained this by comparing the coverage given to the Azkals with the Philippine Dragon Boat Federation. According to him, the former has not even won the world qualifiers but they gain more media coverage than the latter who is a world champion. This column does not imply though that I am against the popularity of football or the Azkals team. It is just that media coverage needs to be balanced because too much of anything is unappetizing and inappropriate.
The media possess the power to filter information that will reach the majority. Through their gate keeping function, they influence the public’s way of thinking. In a sense, they have the capability to shape public opinion. However, with the way the Philippine media give emphasis on trivial matters, one can say that they somehow fail to show what the audience needs to know. Media marketing has been given so much emphasis to the point that the Philippine media shape public opinion in accordance to what is highly patronized by the audience regardless if the issue being tackled is of high relevance or not.
The local political arena remains to be haunted by negative news like the massive cheating in the 2004 elections which could be one of the reasons why the Philippine media opt to give more attention to trivial and petty matters.
However, if I am to respond to this kind of reportage done by the media, I would rather abstain from watching local newscasts than to annoy myself with overrated and exaggerated stories. F
YR 47 Issue 1 2011
Perspectives
Thinking Out Loud NICKKY FAUSTINE P. DE GUZMAN
AMID the socially relevant issues affecting the nation, local news programs have been ironically giving so much emphasis on trivial and petty matters like those concerning celebrity match-ups and show business comebacks.
I must admit that every time local news programs highlight such socially insignificant matters, I could not help but feel disappointed on how the Philippine media prioritize these kinds of stories over those that are really newsworthy.
Indeed, those stories may be informative and interesting to hear, but beyond filling the gap of curiosity emanating from the audience on each trivial issue, such move by television networks is just a form of media
I must admit that every time local news programs highlight such socially insignificant matters, I could not help but feel disappointed on how the Philippine media prioritize these kinds of stories over those that are really newsworthy.
Indeed, those stories may be informative and interesting to hear, but beyond filling the gap of curiosity emanating from the audience on each trivial issue, such move by television networks is just a form of media
Media marketing and sensationalism
Year 47 | Issue 3 | 2011
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