1

The program was conceptualized and anchored by the Vice Governor of

the Province of North Cotabato, Honorable Emmanuel F. Piñol and three other

co-anchors. It is simultaneously aired over the seven radio stations in the

Province of North Cotabato and in Cotabato City namely: DXND-am ( 747kHz)

in Kidapawan City as the main carrier, COMPAS Radio at Pangao-an, Magpet,

DXRN Radyo Natin and XFM both in Mlang, Sky FM in Midsayap, and DXMS

and DXMY both in Cotabato City. This is a weekly program aired every

Wednesday from 12 noon to 1 o’clock in the afternoon. It can also be accessed

worldwide via internet through the website, www.spnorthcotabato.net (North

Cotabato E-Legislative Portal, 2008).

The “Vice Gov. Manny ug ang mga Panday sa Balaud” radio program

adopts the public affairs/public service format with news, commentaries and

interviews as the main parts. The Vice-Governor announces the recent

developments on the projects and activities concerning the Sangguniang

Panlalawigan. During the discussion and interaction portion, the guests are invited

to shed light on the local and national issues either through live interview or via

phone patch. At times, the Presiding officer’s statement every Tuesday during the

regular Sangguniang Panlalawigan session and other necessary issues deliberated

may be played in the radio program if needed.

The program likewise has a five-minute Maguindanaon newscast. It is

designed to disseminate the projects, activities and other issues concerning the
 3

Sangguniang Panlalawigan of North Cotabato to the Maguindanaon listeners,

wherein Monawara Abdulsamad serves as the Maguindanaon newscaster.

The program also has a “Question and Answer” portion. The question is

based on the topics or issues discussed in the program. The question will be

answered over the week. The listeners may either drop their answers in the box

found at the station or they may send through mail. The lucky winner receives one

sack of rice.

Statement of the Problem

This study aims to determine the perceptions of the Maguindanaon

listeners on the radio program, “Vice Gov. Manny ug ang mga Panday sa

Balaud”. The radio program was established to channel the right of the people to

information and updates on programs and projects being implemented by the

Sangguniang Panlalawigan.

Specifically, the study aims to answer the following questions:

1. What are the socio-demographic characteristics of the Maguindanaon

listeners?

2. What are the perceptions of the Maguindanaon listeners on the

message/content of the news, programming, hosts and the dialect

used?

3. What are the benefits derived from listening to the program?

4. What are the problems encountered while listening to the program?

 4

Objectives of the Study

The general objective of this study is to determine the perception of the

Maguindanaon in the selected barangays in Kidapawan City on the radio program,

“Vice Gov Manny ug ang mga Panday sa Balaud”.

Specifically, the study aims to:

1. establish the profile of the listeners;

2. determine the perception of the Maguindanaon listeners on the

message/content of the news, programming, hosts and the dialect

used;

3. determine the benefits derived from listening to the program; and

4. determine the problems encountered while listening to the program.

Significance of the Study

Primarily, the result of the study would be significant to Vice Governor

Piñol who conceptualized the said radio program and who served as the main

anchor. The result may serve as an evaluation whether the information was

understood through the programming and the medium used for broadcast.

Through this study, the staff of the program would be able to gain idea on how to

enhance the programming to become more effective to the listeners. Furthermore,

 5

the result of the study will serve as guide to the Vice Governor in developing

more effective radio programs.

Secondly, the result of the study will also be significant to other local and

provincial government offices who are planning to design or conceptualize radio

programs for they could determine well on what manner of presentation would be

effective to the listeners.

Lastly, the result of this study will help development communicators

design radio programs in the future that are interesting and effective to the

listeners.

Scope and Delimitations of the Study

This study will be conducted in the selected barangays of Kidapawan City.

These are barangays Patadon, Nuangan, and Singao which are identified as

barangays to have at least fifty percent Maguindanaon inhabitants.

The data will be gathered only from Maguindanaon housewives, heads of

the family and youth whose ages ranged from 18 years old and above.
 6

Operational Definition of Terms

Perceptions- refer to the organization of sensory and psychological concept of

the respondents regarding their insight on the radio program “Vice-Gov.

Manny ug ang mga Panday sa Balaud”. In this study, perception will be

determined by asking the respondents to respond to statements pertaining

to their insights on the said radio program.

Vice Gov. Manny ug ang mga Panday sa Balaud- refers to the radio program

which means Vice-Governor Manny and the lawmakers.

 7

CHAPTER II

REVIEW OF RELATED LITERATURE

Radio Broadcasting

Radio has been the primary source of entertainment and information

among the people in the Philippines. Radio reaches 85% of the households while

television reaches 74% (Tanoy, 2009). Zeltser (2009) further added that radio

seemed to be the most influential technology because of its speed, reliability and

relatively a low cost of communication. Thus, radio seemed to be the most

preferred medium.

According to one of the leaders of the communist party, radio

broadcasting is a practical, educational, social and the most effective way of

communicating to the people. This makes radio as a widely medium used by

governments and private enterprises all over the world (Zeltser, 2009). However,

radio broadcasting has its great challenges in maximizing the use of radio in

instructional, educational and cultural purposes especially those national concerns

and local problems that need to be addressed. This is because of the proliferation

of the commercial and non-commercial types of radio as shown by the increasing

number of radio services in the country that uses radio as a form or a way of

vested business and stockholders interests (Tanoy, 2009). And so, it would lead
 8

in neglecting the quality of radio programming which is educational, instructional

and informational.

Radio as a local medium broadcasts messages concerning the need of the

people. It is considered the voice of the people in the community. It has the

capacity of reaching the people in the remotest areas. Lucas (1999) stressed that

the capacity of the poor rural households, women, and farmers to access to

education and training opportunities had been generally denied in the past

because of simply relying on the formal or mainstream education which is not

enough to reach the rural poor. Thus, radio can be used as a practical and cost-

efficient vehicle that would bring education, promote empowerment of women

and strengthen community development. Zeltser (2009) further added that radio

would be a practical, personal and effective way of communicating to people,

thus, reaching the rural areas.

Advantages of Radio

Radio as a personal and a local medium is an essential part of the Filipino

society. It contributes to the daily life and activities of the people as their means

of getting information and even education.

Among the advantages of radio according to the Manila Broadcasting

Company, Sales and Marketing (2006) is that radio is a powerful and influential

broadcast medium. It is very powerful because it reaches a huge audience quickly

 9

and allows the interaction of the people with one another more easily than

television viewers or newspapers readers. It has even the ability to reach remote

communities (Stiftung, 2007). Manila Broadcasting Company, Sales and

Marketing (2006) further stated that despite other highly advanced technology

such as television, internet and stored media like Betamax, VHS and DVD,

radio did not lose its popularity. More so, radio still proves its much effort to

exert greater persuasive cogency.

Second, radio is an immediate medium according to Hewitt (1995)

because people always turn to both radio and television for them to be able to get

the latest information and update. Malinao (1997) confirmed that the fastest

means of transmitting news and other information materials is by means of using

radio. Moreover, according to Stiftung (2007), radio becomes an immediate

medium to the village story-teller because through the words, sounds and human

voice, it enables to reach and talk to them directly.

Third, according to Stiftung (2007), radio is an inclusive medium that has

the capacity to reach most people regardless of educational attainment and social

standing in life. Lucas (1999) stressed that radio is a vehicle which could cater

both to the literate and illiterate populations. Moreover, this medium is a form of

communication in remote areas and provides a potential vehicle for grassroots

action and even mass education. Thus, this medium generally can reach the poor,

rich, marginalized and even those people who cannot read or write.
 10

Fourth, according to Barghouti as cited by Ongkiko and Flor (2003), radio

is an inexpensive medium. It is inexpensive because it has the capability to repeat

the messages at low cost. Malinao (1997) emphasized that even the production

and materials of radio program is inexpensive compared to other medium.

Moreover, Hays (2008) said that listeners in remote areas which do not have an

electricity can still tune in to radio by means of using the battery-operated

transistor radios. Thus, radio is a simple technology that requires only very little

technological resources.

Fifth, radio is accessible according to the Radio Relations (2008) because

it is a portable medium that can be attached in the home, in the car and in any

other places that enable the listeners to listen while doing some household chores

and while driving. Stiftung (2007) supported this saying that people could turn

into the radio wherever they are, anywhere at anytime.

Lastly, educators and organizations have found out that the best way to get

important messages especially those listeners in the rural areas who are illiterate

and don’t have an access to buy newspaper or television is by means of using

radio (Stiftung, 2007). Thus, radio is the most preferred medium of the people,

and the accessibility of radio does not require or need literate and rich people in

order to have an access on this medium.

 11

Disadvantages of Radio

Every medium could not be as always perfect, because there are some

instances that it has its limitations. And among the disadvantages of radio is that

first, according to Stiftung (2007), radio is temporary because stories are often

aired only once. This is the reason why it is difficult to get a clarification if one

misses a point or if the information is confusing. Malinao (1997) supported this

saying that the message transmitted in radio is highly perishable, and so it cannot

be heard again unless it was taped or recorded. Thus, Stiftung (2007) emphasized

that because of this limitation, the radio reports should be simply and clearly

written as well as properly and clearly delivered.

Second, Malinao (1997) believed that radio cannot deliver complete

information because radio mainly relies on sound and the length of time is very

concise. And even, it cannot illustrate those technical concepts that are

complicated, said Barghouti as cited by Ongkiko and Flor (2003). That’s why

radio lacks the potential to deliver the complete information to the listeners.

Third, according to Barghouti as cited by Ongkiko and Flor (2003), radio

has less interaction because of the fact that it cannot gauge the immediate

reaction, participation and interest in the messages that have been broadcasted to

the audience. And more even that it cannot pace itself according to the needs of

the audience.
 12

Using Local Radio Stations in Community Development

The effectiveness of radio as a medium can be enhanced more if radio

stations are localized and geared to the program that would meet to the specific

interest and needs of the audience. That’s why in the developing countries, the

increasing number of radio sets and radio stations indicates that radio

broadcasting can play a strong role in community development (Gomez,

1975).

According to Sullivan (2007), using community radio stations serves as

the most trusted agent in town that brings change. Mersham as cited by Megwa

(2007) added and agreed that at the level of an individual, a group and even an

organization, community radio has the capacity to mobilize the communities

through engaging those groups and organizations to act as change agents, and

have their actualize strategies through directing their own resources.

In community development, radio has the potential in helping to solve

some of the problems of developing countries by means of using radio as a

medium for information dissemination, education, creating localized and

development programs and other programs that would cater to the needs and

interests of the people in the countryside. It also performs with great efficiency to

the information, education and entertainment functions.

Radio listening is easier to do than reading or viewing movies or

television. In the studies conducted in the Philippines and other developing

 13

countries, it was found out that among the mass communication media, radio is

the preferred medium because of the fact that people can listen to the radio while

working. Even illiterate could listen to the radio because it is more easily

understood, more entertaining and more personal (Gomez, 1975).

Megwa (2005) said that community radio has its potential to stimulate the

type of human action across cultures, and it gives the listeners a sense of

community and identity. He added that through community radio, the community

can foster its participation in the program design, production and distribution.

Thus, it makes a potential development center.

By using a local radio station for the development of the community,

people prefer to listen to the station where it gives them the local news that

concern them, a program that would cater to their needs and interests and help to

solve some of their problems, may it be economic (e.g. livelihood), social,

educational and other programs that would make them to participate (Gomez,

1975). And so, this community radio stations are expected to pursue social

agendas for development, respond to the expressed needs and priorities of the

community and will be accountable to their stakeholder communities through a

consultative process and an ongoing interactive (MISA, 2003 as cited by Megwa,

2007).
 14

Role of Community Radio

A community radio plays a vital role in our community. Among its roles

according to Sullivan (2007) is that community radio helps in building vibrant

communities, in mobilizing groups to action through informing and empowering

citizens, in giving voices to the marginalized groups of society, in addressing or

bringing the needs of the community to the attention of local and even national

governments, and as a promoter of participatory, accountable and transparent

governance system in the society. Further, Sullivan emphasized that this

community radio can create an enormous opportunities for growth and poverty

reduction.

Second, according to Kanayama (2005), community radio plays a vital

role in revitalizing the local communities that would connect various people in the

community, construct a mutual trust in the community, and would lead to the

discovery on the resources of the community and finally affirming the

relationship of the people in the community.

Third, the environmentalists, view the role of community radio when there

are natural disasters and calamities as very important because it has the capacity

to air various programs regarding the awareness and education for spanning

across disaster-preparedness, marine education, safety measures in the sea or

bodies of water and many others (Shively, 2009). Hence, the role of community

radio is important for our environment especially during the times of natural

disasters and calamities.

 15

Lastly, in the economic aspect, community radio is important because it

helps the economic playground in reducing the divisions and discriminations in

the society. Thus, in order to have a democratic role in giving a well shaped

economy, a governance that is transparent, accountable, and participatory with a

multi-stakeholder approach, the need for community radio is indispensable

(Mahmud, 2006).

Impact of Community Radio

According to Sullivan (2007), to be able to get an information requires

neither reading skills nor money to buy newspapers especially for the illiterate

and poor communities. The World Association of Community Radio Broadcasters

AMARC (2007) mentioned that community radio is the best tool for people to be

able to engage in dialogue about their conditions and livelihoods. In addition, the

best tool to be able to pursue their social and development goals is the use of

community radio.

Jallov (1992) said that since the early 80s, a community radio has its

greater impact on the grassroots movements because it serves as a means to have

a communication channel, a voice, and a public platform. For the development

facilitators and other development projects, a community radio serves as a means

of furthering local participation in the development processes and also in

empowering the communities to become active movers and shapers of their

community development agenda.

 16

Another impact of community radio according to Sullivan (2007) is that it

provides the opportunity in reaching the powerless communities and giving them

a voice. AMARC further added that the growth of community radio is a story

wherein the people and communities are striving to speak out so that their voices

would be heard. Sullivan (2007) commented that nowadays even national media

fail to reach the remote areas because many countries and most media are more

concentrated in those areas like capital cities and heavily populated areas. And

so, people in the remote areas were not given the chance for their voices to be

heard.

On the other hand, community radio has its social impact according to

Jallov (1992), and this impact has an implicit and automatic effect especially in

the early part of the activist movement media. To AMARC (2007) the social

impact of community radio is by means of people expressing their own issues,

concerns, cultures and languages.

Moreover, measuring the impact of community radio is an important

aspect in the life of the radio because this would serve as a feedback to the

community management structures and to the producers. It would also facilitate

the continued development of the program content and would demonstrate the

effect of radio in the community (Jallov,1992).

 17

Importance of Using Local Language in Broadcast1

Like any other languages used, our local language is seen to be the

primary language used to store and record knowledge (Nadig, 2009). Just like

using local language and local perspectives in broadcast make us to easily

remember, understand and store knowledge in our mind. Even FM radios

nowadays are using the local language as the primary language of broadcast. This

is because using the local language makes the conversation happen effectively

and so it makes people more comfortable in listening to radio programs.

Tounessi (2005) emphasized that creating more radio programs in

broadcast using the local language allows the listeners who are generally

illiterate to easily follow nearly all of the programs broadcast. Moreover, it makes

it more pleasant to listen if the rural radio stations broadcast information that

concerns the rural world.

According to Australian Institute of Aboriginal and Torres Strait Islander

Studies (2001), the use of local language in broadcast media aimed at both the

traditional and language speakers and the general audiences that illustrates the

awareness of the community. Furthermore, the use of local language can indicate

a deeper understanding in the population that such indigenous/local language

exists.
18
 19

Data to be Gathered

In this study, the data to be gathered are the following: socio-demographic

characteristics of the Maguindanaon listeners, perceptions of the respondents on

the message/content of the news, programming, hosts and dialect used, the

benefits derived from listening to the program, and the problems encountered

while listening to the program.

Methods in Gathering Data

An interview schedule will be used in gathering the needed data. Some of

the statements that will be used in the interview schedule will be patterned from

the study of Piñol (2006).

To extract the best information from the respondents, the researcher will

conduct a Focus Group Discussion (FGD) with the respondents. In conducting

the FGD, the researcher will need the assistance of the secretary of the barangay

or any representative from every barangay. The questionnaires will be orally

discussed by the researcher to the respondents and these will be translated into a

Maguindanaon dialect wherein everyone can understand. The discussions will be

documented by the use of electronic tape. This FGD will not necessarily mean to

be conducted for one day and in one place only but instead this will be
 20

conducted per barangay, and for some cases , it will be conducted per group

such as women’s group, youth group and farmer’s group.

Methods of Analysis

The data on this study will be analyzed using frequency counts,

percentages and weighted means.