Media and Spirituality:

The State of Philippine Media

and the Challenges of
Social Communication Towards
Evangelization

By: Titus Brandsma Media Program

Media Awareness: Basic Information
on the Philippine Media Set-
Set-up
Titus Brandsma Center-
Center- Media Program
Research Phase 2:

The Philippine Media Trends,

Issues and Needs

(a survey on perceptions of media

practitioners)
Reflections from the study:
1. Media defined
– Media is power;
– Trend of sex-
sex-and
and--violence fare;
increasing gap between the information-
information-
rich and the information-
information-poor;
– Major formator and educator of the
public especially the young;
– Media is both a joker and a watchdog.
2. Media and politics
– Used by politicos as electoral machinery
to project their viability
– Love-
Love-and
and--hate relationship
3. Media and business
– Bottomline of media is “ratings”.
– More of a political capital;
– Ideal situation is where the owners of the
media themselves are primarily media
people themselves.
4. Media and academe
– Question: how does education enable
young people to learn from experience?
Are lack of professionalism and critical
thinking skills among students a trend or
just isolated realities in Philippine
education?
– Education is shifted to technical and
market--driven ones;
market
– For the young to adapt more successfully
to rapid change, there’s a need to
sensitize them to the possibilities and
probabilities of tomorrow.
5. Media and the Church
– Church is a part of the institutional power
struggle;
– Media shows apprehensions that Church
people have their own agenda of
extending the Church power;
– Catholic Church – sees significance of its
presence in the media world in terms of
institutional power.
6. Media and their needs
– Skills development, orientation and
training and research;
– Laws and policies on a better media
climate;
– Alternative strategies to be able to
sustain quality productions are needed;
– Church-
Church-based media need to survive
financially from the stiff competition;
– Working condition of small media people;
– Networking and building a community;
– And, care for media practitioners.
 Conclusion:
Philippine Catholic Church

Must reflect on the development of media (fast and
revolutionary changes)

For the Churches this means:

Media shape the world of the people the Churches are
serving. The Churches in their pastoral ministry should
be sensitive to the “language” of the media and at the
same time critical in adapting that “language”;

Church leaders should enable themselves to deal with
the media in an adequate way; seek help to media
practitioners;

Should critically review the image they project in the
media world;

Churches should develop a pastoral presence in the
media world, rather than building a counter force.
 Advertising Industry
Rank
Top Advertisers Advertisers 1996 1997 1998
Unilever/PRC 3 3 1
Procter & Gam. 2 1 2
Nestle Phils. 1 2 3
PLDT 5 4 4

Rank
Brands 1996 1997 1998
PLDT 2 1 1
Top Brands Advertised
Sunsilk 5 5 2
San Miguel 1 2 3
Hope SKMF 15 4 4
 Top Ten Product Categories

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
Summary of Radio Station (per Region)
SUMMARY OF RADIO STATIONS
(Per Region)`
REGION RADIO
AM FM TOTAL

Region 4A NCR 26 24 50
Region 1 Ilocos 34 32 66
Region 2 Cagayan Valley 11 11 22
Region 3 Central Luzon 10 8 18
Region 4 Southern Tagalog 22 16 38
Region 5 Bicol 23 25 48
Region 6 Western Visayas 25 28 53
Region 7 Central Visayas 22 27 49
Region 8 Eastern Visayas 13 5 18
Region 9 Western Mindanao 18 18 36
Region 10 Northern Mindanao 25 27 52
Region 11 Southern Mindanao 32 35 67
Region 12 Central Mindanao 12 10 22
273 266 539
 Number of AM/FM Radios

4% 19%
17%
11%
11%
17% 5% 16%

AM Luzon 100 stations AM Visayas 60 stations AM Mindanao 87 stations

AM Metro Manila 26 stations FM Luzon 92 stations FM Visayas 60 stations
FM Mindanao 90 stations FM Metro Manila 24 stations
 PRINT
Newspaper Readership

50.00%
48.00%
40.00%
30.00% 29.00%
20.00% Total Philippines
10.00% Metro Manila
0.00%
Total Metro
Philippines Manila
 Social Communication

“We celebrate the blessings of speech, of hearing, of
sight . . . in order to exchange with those around us the
thoughts and sentiments which arise in our hearts.

We celebrate the gifts of writing and reading, by which

the wisdom of ancestors is placed at our disposal and
our own experience and reflection are passed on to the
generations that follow us.

‘The marvels of technology which God has destined

human genius to discover’ (Inter-
(Inter-Mirifica, 1) . .
inventions which have immeasurably increased and
extended the range over which communications may
carry and have amplified the volume of our voice..”

Pope John Paul II

 Social Communication. . .

Social communication refers to all ways, means
and processes of communication which are
related directly or indirectly to human society.

Latin root ‘communis’ – communication means

to have something in common, to share.

Christian sense – ‘communio’ that is

‘communion’ which finally leads to community

Only communication serving and leading to

community is the real ‘social communication’ we
are concerned about.
Studying Communication, therefore. . .

Means studying people in their
ways of exchange and sharing,
relating and influencing each
other for a common concern
 Human Communication
Functions: Communication is–
is–

Psychological
Continuous
aspects – ability of
Personal
the individual to
Circular
express himself

Irreversible

Socio--cultural
Socio
aspects
Social Communication: The
Development of a Concept
Social Communication’: was coined
and introduced by the Preparatory
Commission on Communication that
drafted the Decree, Inter Mirifica, of
the Second Vatical Council in 1962.
Origin of the name: “Modern Means
for the Apostolate”
“Instruments of Social Communication”
The Concept of
Social Communication
Giorgio Braga:
“study of communicative processes within
society” which, according to him, refers
to semantic problems as well and is
based on a sociology which puts
communication at the center of the life of
society.”
Puebla Assembly

social communication as a “broad and

deep dimension of human relation”
which brings human beings “into
interrelationship individually and
collectively.”;
saw social communication as
“conditioned by the socio-cultural
reality” of their countries;
 History of Communication
in the Church
4th Century : Christianity is the state
religion of the Roman Empire and becomes
the bearer of Culture in Europe (oral &
written heritage of mankind)
St. Augustine applied communication
principles for the first time in Church history
to cathesis (homiletics)
Pope Gregory the Great presented in his
‘Pastoral Rule’ 591 communication
principles.
Printing by Gutenberg (1450)
changed the situation of the Church in the power
system;
changed the ways of doing, teaching and living
theology (textual criticism of biblical manuscript);
alliance of reform and counter-reform with printing:
stamped an enduring mark on liturgy (missal);

Pierre Babin: “created a different way of

communicating faith”
- need to impart doctrine and firm moral teaching to the
masses;
- to train personnel;
-’instruct, educate the humble people’ in the most
concrete and practical way, by producing ‘short and
precise treatises’
Shift to the audio-visual way of religious
education: ‘stereo catechesis’
Political developments:
French Revolution 1789
Revolution in France (1830, 1848)
strong growth of anti-christian and anti-church
elements which is also reflected in a growing
anticlerical political press
the pope lost his political power as a head of
state in Italy
good press is needed to defend the pope and
church
Mid-20th century: Pope Pius XI & XII comes
a more positive approach to comm’n
Church approaches to Communication
(Mass Media)

Attitude Action Position

Trend I
Suspicion and censorship and outside
rejection control
Trend II
Imitation and use at all costs marginal
ambition
Trend III
Critical Discriminating inside
understanding use & compassionate
service
 Church and Communication

Church Documents:
1. Christianae Republicae, 1766
On the Dangers of Anti-Christian
Writings
By Pope Clement XIII on Books and
Publishing
2. Vigilante Cura, 1936
By Pope Pius XI on film
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.
Focus: It expressed concern for moral
issues in a communication medium which
was considered more influential than the
press.
3. Miranda Prorsus, 1957
By Pope Pius XII on electronic media of
cinema, radio, television but not 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.
4. Inter-Mirifica, 1963
Second Vatican Council
Decree on the Instruments of Social
Communication

Positive Points:
First official document on social communication
by an ecumenical council
Introduces World Day of Communication
Introduces the expression “social
communication” as a new name for the
communication of the Church
Lead to the publishing of an instruction on the
pastoral dimension of communication –
“Communio et Progressio”
 The need for proper training and formation of
church people, communicators and recipients, is
clearly stated.
The establishment of permanent institution for
social communication at the Holy See is
proposed.

5. Communio et Progressio, 1971

Pontifical Commission for the Means of Social
Communication
Sets the scene for concrete pastoral work in
communications and has been accepted and
incorporated as such especially also in the
young churches of the so-called Third World.
6. 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
6. Aetatis Novae, 1992
By the Pontifical Council for Social
Communications
It treats some current challenges like the need
for critical evaluation, communication and
development and the right to information.
Special emphasis is placed on pastoral priorities
and the need for pastoral planning.
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”
Training of pastoral workers and priests
to minister to the “information-rich and
the information-poor.”
Church Communication Structure

Hierarchical structure
National Offices
International Offices
Diocesan Offices
Spokesperson/Press Officer
Professional Organization
SEE CHART
Challenges
of the Church. . .
A. The Local Churches and Parishes
Considerations:
a. Availability of materials:
• Indigenous
• Easy to use
• Effective
Examples:
• Parish bulletins (announcements, reports on
seminars, articles on values, feast days of
saints and parish activities, even good
homilies)
• Black board newspaper
• Oral announcements
• Text brigade, for those with cellphones
• Freedom wall (for the creative youth rather
than vandalizing the school and other walls)
• Simple newsletter (can utilize recycled
papers)
• Theatre groups which can be utilized for dramas,
using local/folk stories that can be applied for
present day values education like parables
(preferably those groups which need revitalizing,
reenergizing, the not so exposed drama groups)
• Studies/research on the local situation, what are
the different folk/traditional media used within the
community and think of ways how to relive it for
future use.
b. Ability of the Local Church authority (PPC,
catechists, lay ministers and church leaders
• Training programs sponsored by the parish
or given by organizations/institutions for
free.
• Continuous practice of media education in
Sunday schools and catechesis.
• Practice other strategies of teaching
especially in catechesis. Make use of
dance, dramas, ads/programs on
TV/radio/print which can be a source of
discussion in Sunday/catechesis sessions
(are values presented? How? How are the
values relevant in everyday life?)
• Public forums/debates on local issues or
issues that need most attention not only
by the local authorities but wherein
students and the youth can also take part.
• Network with neighboring Church
leaders and even the youth (Carmel
youth). Do activities together to build
unity and cooperation.