May 2011

MASS MEDIA COMMITTEE PROPOSAL

UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL

MISSION-VISION
The mass media committee is a standing committee of the University Student Council.
As such, even the USC Constitution, ratified by all the students of the University, recognizes the
need for the committee which serves as the liaison between the Council and the University as
regards the former’s need to publicize its activities, campaigns, struggles, services, statements
and other issuances.

The proponent sees the Mass Media Committee (MMC) as the USC’s public relations
committee. It is imperative that the Committee utilizes its existing machinery and long-standing
medium (The Oblation), as well as spearhead new endeavors to expand the way it reaches its
target audience (broadcast, online, wall news, etc).

The MMC is also a campaign center. With the bombardment of issues to the media –
journalist-killings, publication suppressions, campus journalist harassments – the MMC owes it
to the UP Community and the people to stand as a vanguard and paragon of press freedom, as
an advocate of nationalist and critical campus publications, and as a victor of the rights of
journalists to be secured in their heroic field.

The proponent also recognizes that mass media, from its genesis up to its digital age
now, has always rooted itself to the development of society. With the mainstream media
focusing on market-driven, profit-oriented programs, sellable angles or subjects, or its failure to
partially look into all sides of stories because of the need to advertise or be in favor of the
elitists, the MMC can serve as an alternative medium for news, opinions and other editorial
contents to be truly nationalist, scientific and mass-oriented.

COMMITTEE STRUCTURE

Mass Media Committee Head

a. OBLATION EDITOR-IN-CHIEF AND PRESS LIAISON

-Collect articles then submit it to the chosen screening board from the College of
Mass Communication.
-Lay-out the screened news into a newspaper.
-Spearhead the dissemination of the newspaper copies, posters and statements
to colleges.
-Always ready for interview whenever media networks need to gather opinion or
information to the USC regarding campus and national issues.
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
b. WEBSITE MASTER
-Decide on what to input in the website.
-Update the website with necessary information that should be addressed to
students, administration, faculty, etc.

c. DOCUMENTATION HEAD
-Document the project implementations of the USC and keep a record of them.

d. BROADCAST LIAISON
-Know in detail the issues being handled or the projects to be implemented by
the USC so it can be smoothly relayed to its constituents.
-Always ready with inquiries addressed to the USC.
-Send media advisory and release press statements.

PLAN OF ACTION
My shirt, My Support Statement

a. Venue: FA area
b. Date: June 2011
c. Tie-ups: Artwork, Team Manila, Bench, Unibersidad
d. Objectives:
i. To give venue to students for them to showcase not just their talent in shirt
designing but their talent in making hard-line nationalistic shirt statements as
well.
ii. To help Ways and Means Committee search for the shirt design that could be
very much marketable.
iii. To promote greater Philippine patriotism through customized shirt designs.
iv. To make shirt statements that would make an impact not just to students
but to clothing companies as well.

Since most of the films being sent as entries to Cinemalaya Film Festival reflect
national issues, it is but imperative for the MMC to grab this opportunity to tie-up with
UP Cineastes’ Studio in making a particular fund-generating project to heighten
campaigns to eradicate culture of impunity. The MMC can make t-shirts particularly
related to national issues, with the purpose of not popularizing it, but to offer solutions
through creative means.
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
Cinemalaya goes UP 7.

a. Venue: UP Cine Adarna, Film Institute

b. Date: July 2011
c. Tie-up: UP Cineastes’ Studio
d. Objectives:
i. To promote films that reflect national issues and promote social awareness
among UP students.
ii. To be able to tie up with the Ways and Means Committee in generating
funds for the University Student Council.
iii. To have UP Cineastes’ Studio as a tie-up organization in selling t-shirts
designed by the USC with direct relation to the Cinemalaya film entries.

Since Cinemalaya Film Festival is a prestigious film-awarding body, it can be an

opportunity for the Mass Media Committee or the USC in general, to tie-up with its host
organization UP Cineastes’ Studio in promoting films that reflect harsh realities of the
society yet with enlightening messages and themes. With the perceived role of
promoting projects that are nationalist, scientific and mass-oriented, the Mass Media
Committee should engage in this endeavor of publicizing Cinemalaya films – films that
are of Philippine origin from spotlight-start to lights-off end.

University-wide Mass Media Awareness Week

Date: September 6 to 9, 2011

 Special Forums:
a. Mass Media and Gender Sensitivity
a. Day 1: September 6, 2011
b. Venue: 4th floor of Palma Hall
c. Tie-ups: Film-makers, MTRCB officials, Gender Sensitivity Writers and
Speakers, Alliance of Young Nurse Leaders and Advocates, UN Youth
Advisory Panel.
d. Objectives:
i. To show to the public the relation of Mass Media to gender
sensitivity.
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
ii. To let the students know the actions being done by authorities
in order to heighten gender sensitivity campaigns.
iii. To gather ideal projects from known gender sensitivity
advocates and adopt them in the university.
iv. To be able to tie-up with the Gender Committee.

The Mass Media Committee will invite speakers from the indicated
partner organizations to impart their expertise on gender-sensitive matters.
Since gender issues are still rampant in the university and existent in “spotlight”
news of media, it would be helpful if the Mass Media Committee will hold a
forum that would aim to inform and create awareness among students or people
in general about gender sensitivity. Films, researches and projects will hopefully
be presented in the forum. This will be held for UP students, faculty and office
staff. For outsiders, fees will/might be collected (still to be decided upon).

b. Mass Media and the Environment

a. Day 2: September 7, 2011

b. Venue: CS Auditorium
c. Tie-ups: Matang Lawin Production Staff, Neric Acosta, Council of
Asian Liberals and Democrats and Climate Change
Commission
d. Objectives:
i. To show the public the relation of Mass Media to
Environmental issues not just of the Philippines but also of
the world.
ii. To help students realize what simple ways they can do to
save the environment.
iii. To gather ideas on how to make feasible environmental
projects for the University.

The Mass Media Committee sees that mass media, indeed, has a key role
in information dissemination not just of campus issues but also of international
ones. The alarming problem with our world environment is, of course, one of
these. So in order to let the students feel the sense of urgency to act on
environmental degradation and destruction, the Mass Media Committee
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
proposes this forum about environment and how media can help on awakening
the senses of people to take action.

Speakers from government and non-government offices will be invited to

expound on the matter. A direct help from mass media practitioners will be
sought as well so mass media can be directly related to the need to save the
environment. There will be speakers who will be invited to talk on international
and national environmental situations. The forum is open for UP constituents
but with fee for outsiders (still to be decided upon)

c. Mass Media and Arts

a. Day 3: September 8, 2011

b. Venue: CMC Auditorium
c. Tie-ups: Kiko Machine writer Manix Abrera, RPG Metanoia Production
Team, UP Cineastes’ Studio, Probe Media, Tudla Productions
d. Objectives:
i. To better enhance the talent of art enthusiasts in UP.
ii. To engage art enthusiasts in the promulgation of artworks
twined with different advocacies.
iii.To give venue to UP students for them to unlock their art
potentials.

Workshop on Mass Media

UP students are highly encouraged to join in this workshop
because here, they will learn basic editing techniques to make publicity
materials which in turn, may help them whenever their organizations have to
publicize events or lay-out statements. Apart from the mentioned ones, this
could also help them in recruiting organization applicants. The Mass Media
Committee may also offer skills training in public relations and propaganda
writing.

This workshop is also entitled to help college publications to raise

their capacity to establish and/or maintain their local newsletters. The Mass
Media Committee will work with Solidaridad, the system-wide alliance of
college publications and writers’ organizations.
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
d. Mass Media and National Issues

a. Day 4: September 9, 2011

b. Venue: CMC TV Studio
c. Tie-ups: GMA/ABS-CBN News and Public Affairs, Probe Media, The
Forum for Family Planning Development, United Nations Youth
Advisory Panel
d. Objectives:
i. To show how Mass Media shapes national issues.
ii. To know the “behind-the-scenes” information from media
practitioners themselves.
iii. To know what impact Mass Media bring to UP students every
time they cover the problems that struck our country.

This proposal of conducting a forum about the relation of Mass Media to

National Issues is inspired by the following theories:

 MEDIA EFFECTS THEORY: Media effects theories are, in essence, an

umbrella term for intertwined research areas regarding the study of
media audiences and effects. The main emphasis of these models is an
overpowering of the audience’s potential for limited exposure through a
consistent and repetitive delivery of themes and message across media
In other words, over time audiences start to adopt the media’s framing of
reality as their own representation of it.

 SOCIAL RESPONSIBILITY THEORY: This is an ideological or ethical theory

based on the belief that the media has a responsibility to the society
Social responsibility is voluntary; it entails going beyond what is called for
by the law. It involves an idea that it is better to be proactive toward a
problem rather than reactive to a problem. Social responsibility means
eliminating corrupt, irresponsible or unethical behavior that might bring
harm to the community, its people, or the environment before the
behavior happens.
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
 Photo Contest
a. Release of Publicity Materials for Submission of Entries: August 8 -
September 2, 2011
b. Venue: Wilfrido Ma. Guerrero Theater (Awarding: September 9)
c. Tie-ups: Inquirer/ Philippine Star, Philippine Collegian, Philippine Center
for Investigative Journalism, UN Office for Publication
d. Objectives:
i. To make creative ways of disseminating the truth to the public.
ii. To reawaken the nationalistic blood within every UP student
through art.
iii. To acknowledge the urgency of youth reaction and action on
national issues.

The main theme that has to be reflected by the photo entries should be
how mass media reflects national issues like right for health services, prevalent
political persecutions, extra judicial killings, assertion of right for security, state
terrorism, etc. Just like in other photo contests, adobe photoshop editing is not
allowed and the photo should be originally taken by the entry sender.

Judges would come from Film 110 professors in UP Film Institute and
photo journalists from prestigious newspaper companies like Inquirer and
Manila Bulletin.

UP Film Institute Judges:

 Anne de Guzman
 Cenon Palomares
 Arminda Santiago

Outsiders:

 Conrado de Quiros: Philippine Daily Inquirer

 Yasmin Mapua-Tang: Probe Media

 Exhibit of artworks at AS Lobby and voting.

a. Day 1 to 4: September 6 to 9, 2011
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
b. Venue: AS Lobby
c. Objectives:
i. To make creative ways of disseminating the truth to the public.
ii. To reawaken the nationalistic blood within every UP student
through art.
iii. To acknowledge the urgency of youth action or reaction on
national issues.
iv. To tie-up with the Ways and Means Committee in generating
funds (because the voting will be done in this manner: students
will vote their bet photo by putting coins into the box in front of
the entry. The photo which gets the greatest amount of coins will
win the Student’s Choice Award)

 Lamp Post Banner Contest

a. Venue: Lamp posts along UP Diliman
b. Release of Publicity Materials for Submission of Entries: August 8 -
September 2, 2011
c. Objectives:
i. To show the direct link of every college to Mass Media.
ii. To know the stand of the colleges on Mass Media-related issues.
iii. To urge different colleges to take action on these issues.

The colleges should make a strong one-line statement giving their stand on mass media-
related issues like culture of impunity, plagiarism, envelopmental journalism, extra judicial
killings, etc. This is to clinch support (for College of Mass Communication) from the different
colleges to greatly intensify the campaign. Apart from that, the visual effect of the Lamp Post
Banners will help the students feel or sense the Mass Media Awareness atmosphere in the
university.

 Mass Media Awareness Cultural March

a. Venue: Academic Oval
b. Date: September 9, 2011 (Day 4)
c. Objectives:
i. To unite the university in one advocacy of promoting and
strengthening Mass Media Awareness.
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
This would be the peak of the University-wide Mass Media Awareness Week. Colleges
with UP students, administrators, Faculty and Staff should join the cultural March with their
respective banners, relatively larger than those hanging on the lampposts, or any creative
medium they can use to express their support in the fight to oppose the culture of impunity in
Mass Media. The Mass Media Committee will negotiate with the Chancellor to release a
memorandum suspending all classes and ordering college departments or professors to
require the students to attend the Cultural March. Once the target attendees are estimated,
the Mass Media Committee will request for a press release.

USC Mobile Concerns Desk: At Your College

a. Venue: Round Robin in all colleges

b. Time: July 2011

FIRST WEEK SECOND WEEK THIRD WEEK

TARGET BUILDINGS CFA, CAL, ARKI, CHE, ECON, BA, STAT, CS,
CSSP, PHAN, SLIS, ENGG, LAW, CHK,CMC,
AIT MATH MUSIC,CSWCD
DATE July 5-8, 2011 July 12-15, 2011 July 19-22,2011
TIME 8am to 5pm

USC OFFICIALS IN-CHARGE *soon*

c. Objectives:
i. To know the utmost unheard concerns of UP students in their respective
colleges.
ii. To be able to reach distant colleges and create, for them, a direct link to
the USC.

The Mass Media Committee will reach out to the colleges in order to know their
concerns in academics, facilities, policies, etc. This could also be a way to relay special cases
that other committees in the USC can attend to. Once all the concerns be gathered, the Mass
Media Committee will make a general report and will forward it to the Student Regent Office or
straight to the Chancellor’s office.
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
Faceboard ni Isko at Iska

a. Venue: Palma Hall Bulletin Boards

b. Time: preferably, every 2 weeks of the month or unless the issue is really in great
spotlight, there could be an urgency to post a poll.
c. Objectives:
i. To know the pulse of the students on issues being bombarded to them by
mainstream media.
ii. To make UP students aware of the prevailing issues of the university and
the country.
iii. To relay to UP students a sense of urgency to take action on these issues.

Every week, the Mass Media Committee will put manila papers or designed cartolinas
on bulletin boards of the Palma Hall. This will serve as the students’ Free Expression Boards - a
means to ask their opinion on issues that concern not just them but also the country. To engage
the students in giving their sides on issues, the Free Expression Boards will come in the form of
a popular social networking site Facebook (or others, upon suggestions). The manila papers will
be gathered after a week then will be published in The Oblation and the USC website.

USC Website

The existing USC website will be innovated to be more user-friendly and of greater
accessibility to all USC members. The website will include The Online Oblation, minutes of the
USC’s General Assemblies, statements of the USC regarding on-and-off campus issues, photo
and video footages of events, links to the USC’s social networking site accounts, and the USC
projects with full details. It will also have links to various websites of the UP Administration
(with the help of UP System Information Office), and other sites relevant to access news and
issues. As feedback mechanism, the Mass Media Committee will include a feature in the USC
Website where students can send their comments or suggestions to the USC through a channel
in a form of personalized email address. The Mass Media Committee will ensure that issues
addressed to particular committees or officers of the USC will be properly relayed to them for
immediate, proper action.

The MMC will also make an online library linked to the website to give venue for
students who are interested or willing to share academic and non-academic soft copies of
documents which could be relevant to the issues and studies of students in general. Interested
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
writers should send their articles to the USC customized email address to undergo screening
and lay-outing before online publication. Organizations in the university may also tie-up with
the USC in publicizing their events by posting teasers in the website. Other services offered by
different committees constituting the USC will also be available through the website.

The Oblation

The MMC will ensure that the Oblation will be released monthly, and as such, secure it’s
funding early on. The Oblation will serve to publish attendance, relevant news on the stances
and other activities of the Council, as well as relevant University and National issues. The Mass
Media Committee aims to release The Oblation every month or at the very least, once every
two months.
The Oblation will also issue a PRESS ID to its editorial board members. The articles will be
screened by the Mass Media Committee Head since he/she is its Editor-in Chief. The Committee
Head will then announce through yahoo groups the content of each The Oblation issue to
provide venue for the USC members to suggest on its content’s betterment.

Sections: Happenings in the USC, articles about issues concerning the nation and the
university, side of the students on issues, articles by the USC Chairperson and the USC Vice
Chairperson (optional), writers from different colleges, polls, etc.

DZUP 1602, Kasali Mo Sa Pagtsibog!

a. Target Venues: Katag, Casaa, Engg Cafeteria, UFS

b. Date: September 9, 2011
c. Objectives:
i. To help DZUP reach out to UP students.
ii. To promote wider information dissemination of radio programs in
DZUP.
iii. To help publicize DZUP to most parts of its area coverage.

The radios will be given to cafeterias out of donation from financially-capable

personalities and LGU solicitations. They will be invited in the inauguration along with the UP
Radio Circle, DZUP Staff and the USC. The radio will be tuned in to DZUP 1602, Tuesday to
Friday, 11am to 1pm. The Mass Media Committee will secure a permit to operate from the
Campus Management Office and Chancellor’s Office so the electric bills will be no longer a
problem. The electricity which will be consumed is projected below (partial projection):
UNIVERSITY STUDENT COUNCIL 2011-2012
MASS MEDIA COMMITTEE PROPOSAL
1000 watts = 1kw per hour = Php 20.00

2 hours = Php 40.00

1 month = Php 640.00

State of the Iskolar ng Bayan Address

a. Venue: DZUP 1602 radio station

b. Time: depends upon the time slot that will be offered by the DZUP 1602
administrator
c. Objectives:
i. To inform DZUP listeners, especially the student ones, of the present
education situation in the university.
ii. To publicize future projects of the USC.
iii. To address the concerns of the students as taken from the gathered data
from USC mobile information desk and Free Expression Board.