Results and Discussions

The tables below present the perception of print media practitioners in Albay to ethical sensitivity
with respect to covering issues regarding hostage taking, dangerous situations, threats, exposes on public
officials, reporting on children, compromising news stories in the interest of advertisers, conflict of
interest, religion and family.

Table 1
Cognitive Responses of Albay Media on Hostage Taking
Issue
When I hear of hostage taking incidents whether in stand
alone or in relation to kidnap for ransom, I immediately
cover the event.
When I cover news on hostage taking, I verify data from
the police and seek advisories as to limitations and
conducts of the coverage.
I am careful about the welfare of children and relatives of
the victims of hostage.
I follow advisories of the police concerning levels of data
that can be released.
When I cover news on hostage taking, I willproceed with
coverage either the police tell me what to do and not what
to do.
When I cover news on hostage taking, it does not matter
to me if relatives of the hostage are affected or the
investigation is compromised.
When I cover news on hostage taking, I am careful about
what photos to take and release.
I am careful about the premature release of portrait
sketches of suspects, victims, even photos of relatives.
When covering news on hostage taking, I only report on
those things that the police allow and I do not
compromise the investigation.
The only thing that matters to me is I submit my story on
time.
In the aftermath of a successful hostage rescue I am
careful about interviews with the hostage victims on air. I
shall respect the victim as to the extent by which the
person wants to relate the experience.

Weighted Mean
3

4.33

Adjectival Description
Agree

Slightly agree
Slightly agree

4.05
Slightly agree
3.76
2.38

Slightly disagree

2.29

Slightly disagree
Slightly agree

4.05
3.95

Slightly agree

3.57

Slightly agree

2.71

Agree

Slightly agree

The results revealed that most of the respondents are less sensitive because they are not aware
and do not fully grasp the ethical standards in handling stories which deal with hostage incidents. The

recent Quirino Grandstand Hostage taking in 2010 tested how broadcast journalists cover the event.
However, in the field of print media, focus on creating a detailed code of standards in the Philippines has
not been made yet. This can be the reason behind the unawareness of the respondents to the ethical
practices a journalist must do in covering stories such as hostage taking.

Table 1.2
Cognitive Responses of Albay Media on Dangerous Situation
Issue
If theres a dangerous situation, I will go there directly and
cover the event.
When I cover issues on dangerous situations, I will first
check precautions with the news desk authorities.
I will exercise necessary prudence when on coverage for
dangerous situations.
I am conscious about mapping out sources and the extent
of observation to be made in the area of threat
When on coverage for victims of sinking, I am careful
about talking with relatives. I will focus coverage only
where necessary precaution and comfort on the relatives is
possible.
I am careful about testimonies made by victims, authorities
and those involved in rescue.
I will seek for the assistance of my co-journalist/editors
when covering a dangerous situation.
I am conscious about the consequences for lapses in
coverage, spelling of names of those involved, statement
from sources and implications of the situations.
I am conscious about reporting the consequences of lapses
that may entail the disaster or dangerous situation.
I am conscious about not sensationalizing the consequences
of disaster and the series of events that led to the disaster.
I am conscious that writing about disasters does not
highlight on the disaster and tragedy itself but for such
disasters to be prevented.
I know for a fact that covering conflicts and dangerous
events can be traumatic but I will still go and cover the
event for my story.
The main purpose for covering threat stories is to exercise
due caution on the part of audiences and for those who are
in the periphery where threat is taking place or about to
take place

Weighted Mean
2.85

Adjectival Description
Agree

3.66

Slightly agree

Slightly agree

3.71

Slightly agree

4.33

Slightly agree

4.28

Slightly agree

3.04

Agree

4.04

Slightly agree

4.23

Slightly agree

4.42

Slightly agree

4.38

Slightly agree

3.28

Agree

3.90

Agree

The study showed that in this issue, most of the respondents are considered less sensitive.
Emphasis on this issue may not be given focus since in the Philippines, only petty crimes and
delinquencies are observed. Though there is this recent conflict happening in Mindanao, generally
speaking, most journalists are not exposed to dangerous situations which can be the reason for not having
a comprehensive standard in covering stories such as this. Unlike countries in the Middle East such as
Syria, the Philippines can still be considered a safe place for journalists.

Table 1.3
Cognitive Responses of Albay Media on Threats
Issue
When I cover news on threats, I give my readers blow-byblow account without listening to the precautions of
police.
When I cover news on threats, I verify first if the threat is
real or if the police has knowledge on the threat.
I seek advice from the police first as to the extent of the
threat shall be made known.
I am careful about giving the precaution to the public and
not sensationalize the threat itself.
When I hear of news or rumor about threats and crimes
against persons and properties, I will cover the event.
I will cover events on threats and sensationalize these
because those are what the editors said and these have
commercial impact on the paper.
When I cover issues on threats, I will proceed even
without advisory from the police so long as I meet
deadline
When I cover stories on threats, I dont care about what
happens if the incident happens again.
When I cover stories on threats, I am conscious about
explaining to the public the consequences of the threat
and the penalties that may be incurred if the threat is
consummated.
I am conscious about what photos to use when covering
stories on threats.

Weighted Mean

Adjectival Description

Agree

3.90

Slightly agree
Slightly agree

4.14
Slightly agree
3.95
2.61

Agree

2.14

Slightly disagree

2.28

Slightly disagree

1.90

Slightly disagree

4.04

Slightly agree

Slightly agree
4.23

Majority of the respondents are deemed less sensitive. This can be a product of the
incomprehensive Code of Ethics in the Philippines which actually did not tackle or mention how

journalists should deal with coverage involving threats. Also, focus on journalism predicaments such as
this, has not been given full swing since the Philippines are generally peaceful amidst the occasional wars
in Mindanao.

Table 1.4
Cognitive Responses of Albay Media on Exposs of Public Officials
Issues
I write stories on exposs of public officials as long as I have
strong evidence to prove my claims.
When writing stories about wrongdoings of public officials, I
focus on the offense and the consequence of the offense and
less on the offender.
When writing stories about wrongdoings of public officials, I
am conscious about the collateral effect of my story to the
family and relatives of the official.
I need to write stories on exposs of public of officials
regardless of possible personal consequences I might face.
I should investigate and find more evidences to write
exposs on public officials without considering company
protocols and standard procedures.
Despite the danger and the consequences of writing exposs
on public officials, I will continue in the name of public
interest.

Weighted Mean

Adjectival Description

4.14

Slightly agree

3.90

Slightly agree

3.71

Slightly agree

3.42

Agree

2.90

Agree

3.42

Agree

As reflected in the results of the researchers questionnaires given to the print media practitioners
in the province of Albay, the respondents are seen less sensitive in dealing or writing stories about
exposs on public officials. Out of the six statements provided in the survey questionnaires containing
situations commonly faced by media practitioners in the profession on stories dealing with exposs of
public officials, four were identified as less sensitive and two were deemed as not sensitive. It is very
evident that not even one of the statements scored sensitive or most sensitive. This is a manifestation of
the apparent beliefs and perception of media practitioners towards the issue at bar. It can be implied that
the respondents are either not aware of the existing ethical codes and standards or they are bias or

impartial in dealing with this issue. As shown in the socio- demographic profile of the respondents, under
the table containing their other commitments aside from being a print media practitioner, holding parttime jobs in government agencies or non-government organizations ranked second. With this, it can be
implied that conflict of interest between the job of the respondents as media practitioners and as a parttime worker in government agencies can be at play.

Table 1.5
Cognitive Responses of Albay Media in dealing with reports on Children
Issues
I am aware that I should write stories about children without
considering their rights to dignity and privacy.
When I write stories about children, I make sure that their
identities will be made public for the sake of public interest.
When writing about children, I am conscious about exposing
their identities and their photos.
Even stories about children are news worthy and whether
inclusion of details is for the sole reason of news
presentation, I should take extra caution in disclosing
sensitive information about the subject.
I am aware that photographs, images or any distinguishing
feature or information of a child victim of abuse, child
witness or a child in conflict with the law including his
family members shall be taken, published or shown to the
public in any manner for a more factual story.

Weighted Mean

Adjectival Description

1.19

Strongly disagree

1.57

Slightly disagree

3.61

Slightly agree

3.71

Slightly agree

2.42

Slightly disagree

It was an apparent indication that the respondents are less sensitive in covering issues dealing
with children after having reflected in the analysis that out of the five statements, four of which were seen
less sensitive and only one is seen sensitive. This means that while the respondents may have the idea of
the standards or the ethical practices that a journalist should observe in covering issues dealing with
children, they are still doubtful and hesitant about their stand regarding the issue. They could have
answered agree or strongly agree but having chosen slightly agree on most of the statements, this can
indicate uncertainty.
Table 1.6

Cognitive Responses of Albay Media on Compromising News Stories in the Interest of Advertisers
Issue
I write stories for its restorative value to an audience
regardless of what advertisers say.
I withhold some data in writing stories when told that it
might affect the image or reputation of an advertiser.
I write stories for its collateral effect to the audience and
the public and not for the welfare of the advertiser.
I will soften the negative coverage about our advertisers in
order not to lose financial support from them.
I always cover and write news softening the negative
coverage about our key advertisers regardless of the effect
as long as we maintain good relationship with our
newspapers lifeblood.
I believe that the lifeblood of a newspaper is in the integrity
of its story and not on the advertiser.

Weighted Mean
3.28

Adjectival Description
Agree

3.19

Agree

4.19

Slightly agree

2.71

Agree

2.76

Agree

4.19

Slightly agree

It can be noted that the respondents have inconsistencies in their perception or practiced standard
about writing stories which involve their key advertisers. Likewise, their answers also reflected that they
compromise their stories in the interest of their advertisers since most of them considered that the
lifeblood of the newspaper is in the advertisers. Furthermore, the respondents also indicated that they
soften the negative issues about their advertisers in order for them not to lose financial support. This only
goes to show that the advertisers have great influence in the production of news stories of journalist in the
province.
Another factor that is also seen that affects the respondents decision in dealing with this kind of
issue is the fact that some of them are doing commercials for business. It only implies that the local
journalists are not aware that advertising and news should be separated to avoid conflict. Therefore, the
findings revealed that the practitioners are not sensitive about covering or making news stories that
involve their key advertisers.
Table 1.9
Cognitive Responses of Albay Media on Conflict of Interest
Issue
I know that there is nothing wrong in writing news or
articles about a company/organization I am involved or part
of.
It is all right to be involved in the corporation or
establishments of my sources even while I am a staff of a
newspaper.
I need to write news about the company/organization I am
involved or part of particularly if the story is interesting no

Weighted Mean
3.42

Adjectival Description
Agree

2.90

Agree

2.85

Agree

matter what the result.

I will write news about the company/organization I am
involved or part of without considering the possible
consequences so long as I submit a story before the
deadline.
I am engaged in public relations work even if I am in the
media industry because my public relations work pays
well.
I
always
cover/write
stories
about
the
company/organization I am involved or part of for the sake
of producing stories.
I will refrain from discounts and other complimentary
tickets or services as member of the press even if such
tokens are considered as gifts.
I am conscious about my integrity when on coverage and
where the interests of my profession clash with a company
not related to my profession.

2.28

Slightly disagree

2.09

Slightly disagree

2.71

Agree

2.85

Agree

3.61

Slightly agree

The answers of the respondents in the eight statements presented in conflict of interest vary from
one another. This inconsistency only shows that the local journalists do not have a unified standard in the
province regarding this issue or they do not know at all the standard about conflict of interest. In fact,
most of the respondents agreed that it is all right to write or cover stories about the company or
organization they are involved or part of. In this case, it is evident that the respondents do not exactly
understand the fact that writing news stories about this company they are involved or part of, can tarnish
the integrity of their stories which may be vulnerable to biases and therefore violating journalisms main
principle which is objectivity. Since the respondents do not know the inherent conflict that may arise,
most of them indicated in their socio-demographic profile that they are working in government agencies
and non-government organization. Also, most of them responded that they engaged in public relations for
business. These mere involvements in organizations or companies which are considered news sources can
justify that they are not sensitive in dealing with conflict of interest. Therefore, it only implies that the
local journalists are unethical since they are not aware that writing news stories about company they are
involved or part of can be a source of conflict in their profession as media practitioners.
Table 1.10

Cognitive Responses of Albay Media in dealing with reports on Religion

Issues
Although stories will contradict my personal beliefs and the
beliefs of my religion, I will still write it for the sake of my
duty.
I am willing to convert to another religion so long as I have
exclusivity of coverage or the coverage pays well.
I am aware that before I write stories on religion, it should be
strictly relevant and scrupulously sourced.
I write stories about religion without stereotyping and putting
labels to my subjects.
I write stories without favoring my religion, without bias and
with respect to other religions, sects and other
denominations.

Weighted Mean

Adjectival Description

3.19

Agree

1.61

Slightly disagree

2.52

Agree

3.28

Agree

4.19

Slightly disagree

In the abovementioned analysis, the respondents perception of ethical sensitivity to writing

stories dealing with religion, they are deemed sensitive. Out of the five statements measuring their
sensitivity to audience, outcome, consequence and moral course of action, three were considered as
sensitive while only two were seen as less sensitive. This indicates that most of the respondents deal with
stories on religion with impartiality and without bias to their personal beliefs as well as their very own
religion.
Although all of the respondents are Roman Catholic, just like most Filipinos, it can be said that
the print media practitioners recognize the duty of being unbiased and separating their personal beliefs
and the beliefs of their religion to their field of work. In addition, though they share one religion, it can be
also indicated that they practice liberty and independence to being a Roman Catholic for dutys sake.
Table 1.11
Cognitive Responses of Albay Media in dealing with reports on Family
Issues
I am aware that I should write news stories about people
whom I am related by blood or with personal relationship.
I withhold writing stories which it may affect my kin.
If coverage of a story involves my kin, I consult this first
with the editor or inhibit from the coverage all together.
I will submit stories about the people whom I am related by
blood or with personal relationship especially if its
newsworthy at whatever costs.
I am more conscious about the consequence of the story in
relation to my relatives than how it may impact the public.
I need to write news stories about the people whom I am
related by blood or with personal relationship without taking

Weighted Mean

Adjectival Description

2.95
2.52

Agree
Agree

3.52

Slightly agree

Agree

2.857

Agree

2.285

Slightly agree

into consideration the consequences of how the story will

affect my relationship with my kin.
I always write news stories about the people whom I am
related by blood or with personal relationship as long as I
produce the story.

1.90

Slightly agree

The overall findings about family show that most of the practitioners are not sensitive to their
audience, to the outcome and consequence of their stories as well as to the moral course of action. Most
of them indicated that they will cover or write stories about the person whom they are related by blood or
with personal relationship which is of course unethical based on the International standards.
Also, it was reflected that the respondents would withhold data that may affect their kin since
they are more conscious about the impact of the story to their family rather than the public. This could be
explained by the strong family ties practiced in the country which could be seen as one factor that affects
the decision making of local journalist when facing such kind of issues.
Table 2.0

Respondents source

Respondents Perceived Source of Ethical Sensitivity

Frequency
Percentage

It was taught in school

Learned through experience

Rank

43

14.48

62

20.88

112

37.71

80

26.94

Learned from editors and colleagues

Learned from reading books, articles
and other print materials about media
laws and ethics

The table shows that most of the respondents learned the ethical implications of the issues
presented in this study from their editors and colleagues with a total percentage of 37.71. This implies that
the respondents became aware of this after engaging in the field of Journalism which also means that they
do not have pre-existing knowledge of the ethical standards and their implications which are supposed to
be expected to every journalist who would enter in the profession. Twenty-six point ninety-four percent
(26.94%) said that they acquired their knowledge through reading books, articles and other print materials
about media laws and ethics. Meanwhile, some answered that they got it from experience with a

percentage of 20.88 and a meager of 14.48 percent of the respondents indicated that it was taught in
school. This goes to show that how to deal with these issues are seldom taught and discussed in the
academe.