MASS MEDIA COMMITTEE PROPOSAL

University Student Council 2012-2013

prepared by Jose Miguel B. Solis USC Councilor

Who Says What In which channel To whom With what effect - Harold Laswell (1948) RATIONALE: The Mass Media Committee (MMC) is a standing committee of the University Student Council (USC). By nature of its conception, it signifies all media of communication between the USC and its constituents the students of University of the Philippines Diliman (UP Diliman). The MMC respectfully submits itself to serve also for the better welfare and interests of the various sectors of UP Diliman throughout its service. The need for the establishment of the MMC is to have a unit that serves as a liaison between the duly elected Council and the University as regards to the formers need to publicize its activities, campaigns, statements, services and other issuances. The relevance of the MMCs function shall not only be limited to the confines of UP Diliman, rather establish the significance of the USC in its stance and active involvement on issues and problems confronted by the society and country. Existing in a mesh of Gutenberg technology and a digital age of communication, it is sensible to optimize the various forms of media and communication that efficiently and effectively facilitate public information dissemination. It is imperative that the Mass Media Committee utilizes all its resources and energy in upholding the integrity, truthfulness, and impartiality of the University Student Council.

VISION-MISION: The Mass Media Committee shall, in all its works and transactions, promote the rights and welfare of the students. The MMC shall likewise provide an active forum for student ideas and sentiments. Moreover, it is envisioned that the MMC be an avenue to increase students direct participation with the University Student Council in its activities all throughout the academic year; hence, laying down the relevance of the USC from whom it received its mandate. Furthermore, it shall seek participation with the other committees of the Council to ensure that all issues inside the University are addressed in a well-sought manner. It will stimulate synergy amongst different university publications, press and broadcast institutions, and organizations, in furthering the advocacies and endeavors of the Council. The MMC shall function as the University Student Councils public relations committee. Under the headship of the Public Information Officer, the Committee is expected to promote good relations with the press and public. It is deemed necessary that the MMC strengthen its existing machinery and long-standing print medium, The Oblation, as well as utilize other forms of media to reach a wider target audience (broadcast, online, wall news, etc.). The MMC will also offer itself to be a campaign center against issues of journalist-killings, publication suppressions, and campus journalist harassments. It will stand as a vanguard and paragon of press freedom, advocating nationalist and critical campus publications and fighting for journalists rights. Nowhere and never in its existence will it tolerate any form of media seen as instruments that impose false ideas or way of thinking over other ways of understanding. It is imperative that the MMC deviate from the likes of mainstream media focused on market-driven, profit-oriented programs, and sellable angles or subjects serving as an alternative medium for news, opinions, and other editorial contents geared towards developing social awareness and instilling national consciousness among the students and other target audiences. Therefore the Mass Media Committee shall embody the integrity of a responsible press by being impartial, nondiscriminatory, and agent of justice.

COMMITTEE STRUCTURE:

A. Public Information Officer/Mass Media Committee Head Job Description: 1. The Public Information Officer shall, as stipulated by the USC Constitution Release news items regarding Council activities to all media Promote good relations with the press and public Answer inquiries about the Council

2. The Mass Media Committee Head shall: Act as the Oblation Editor-in-Chief Collect articles for the Oblation and submit them to the chosen screening board from the College of Mass Communication Lay-out the screened news into a newspaper

Direct the distribution of finished printed materials, like newspaper copies, posters and statements to colleges

Always ready for interview whenever media networks need to gather opinion or information from the USC

Decide on the contents of publicity materials of the USC that will be released (seek for the Councils consent with the distribution of sensitive materials on a case to case basis)

Send media advisory and release press statements Direct and oversee all the members of the Mass Media Committee

B. Research and Communication 1. Documentation Team It is their task to document all pertinent information and materials that will be the basis of the content in all outputs done by the MMC. This includes an events writer that will note details about USC activities/events. On the other hand, photographers and videographers shall record visual materials of the USC activities/events. 2. Online Media The Online Media team shall be responsible in updating the contents of the USC Facebook page, USC Twitter account, website, and other similar medium. This shall be categorized into the Social Networking Sites Managers and the Website Administrators to efficiently delegate the tasks among the committee members. It is also the Teams task to post/tag online materials that are both deemed relevant and important to the UP Diliman USC. 3. Public Relations Officers This branch of the Mass Media Committee consists of all members of the council. The PROs are expected to be knowledgeable of all USC matters. They shall be responsible in guarding the integrity of the Council and its members; these include their oral statements/remarks, online posts/tweets, or any medium of communication and information.

PLANS OF ACTION: A. Information Campaign Center 1. Information dissemination of important announcements from the UP Administration and other offices 2. Release statements of the University Student Council through print and/or online mediums (whichever deemed practical by the Council); and extended to press releases to other media entities allowed by the Council 3. Send out letters/emails to the UP President, Chancellor, Vice-Chancellors, Deans, faculty and other administrative offices with the intention of gaining their support for USC campaigns and activities 4. Remain accessible to other concerns and inquiries of students and nonstudent sectors inside the University that need mass attention and action B. Publicity 1. Promote events and activities initiated and/or supported by the University Student Council by conventional mediums of print ads, online, radio announcements; and extended in tapping other media entities allowed by the Council 2. Work in coordination with the League of College Councils and Committee on Organizations, Fraternities, and Sororities to better facilitate in informing students regarding the USCs activities 3. Create innovative publicity schemes that captures contemporary popular culture C. Special Activities and Initiatives 1. Cinemalaya goes UP 8 a. Objectives: To promote films that predominantly reflect social issues existing in our country To raise the awareness of UP students in such social issues, and challenge them to make their own contributions in resolving

problems faced by many of our countrymentruly living up to the virtue of being mga Iskolar ng Bayan To generate funds for the USC by means of ticket sales profit or merchandise selling, creating a tie-up with the Ways and Means Committee To set-up a USC booth during the screening dates and be useful to attract potential USC Volcorps b. Date: July 2012 c. Venue: UP Cine Adarna, Film Institute Cinemalaya Film Festival has established itself as a well-respected film-awarding body in the country. It provides an avenue for independent film artists, directors, storywriters and the like not only to showcase their talents but creatively put into art the harsh social realities and problems most Filipinos confront everyday. The MMC for this incoming year shall capitalize such opportunities to achieve developing social awareness and instilling national consciousness among the students. 2. Fora Better Understanding a. Objectives To hold forums on topics of: a.1 Forum on Gender Sensitivity a.2 Forum on Environment a.3 Forum on National Issues To use the different forms of mass media as a means of developing awareness to relevant and pressing issues among UP students To work in partnership with USC Committees such as the Education and Research Committee, Environment Committee, Gender Committee, and People Struggle Committee To tie-up with UP organizations, non-government

organizations, and government representatives in making the

event possible and broader in scope (e.g. UP Diliman Interactive Learning Center) Indeed there are complicated and sensitive issues that affect the various sectors of our citizenry and country. It is incumbent to us Iskolar ng Bayan to enrich ourselves in the campaigns for gender equality, sustainability of our resources and nation building. In line with this, the Mass Media Committee shall initiate these kinds of efforts to propagate the value of social responsibility. b. Date: September 2012 (coinciding with the Mass Media Awareness Month) 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 audiences 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 medias 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 corruption, irresponsible or unethical behavior that might bring harm to the community, its peoples, or the environment before the behavior happens. 3. Perspective: A photo contest a. Objectives To open a medium of expression for young talents of photography who are advocates of patriotism and nationalism

To initiate a photo exposition that cover themes reflecting the persistent problems of the ordinary Filipino and masses from issues of national scale to problems in health services

To infuse new blood of critical consciousness sa mga Iskolar ng Bayan

To support the talents of our passionate photographers or photography enthusiasts inside UP

b. Date: 1st week of October 2012 c. Venue: Palma Hall 2nd Floor Lobby With the evident popularization of professional cameras nowadays, and growing number of photographers, photography hobbyists and enthusiasts among the studentry, it is aptly significant to appreciate photos not only as still art but as instruments to reflect on the dire situations of our society. Often than not we let the world pass by our lives too fast that we fail to notice the undesirable changes in our surroundings, this photo exhibit would like to give an alternative way to enlighten our busy lives. 4. Whatcha think? (Online Poll) a. Objecives To get the general view of UP students (or non-UP respondents) regarding issues covered by mainstream media, and/or issues, discussions, gossips trending inside the University To use polls/surveys as reference on how the USC can improve or address concerns of the students and other respondents To increase the interaction between the USC and its constituents To effectively launch polls/surveys in Facebook Polls, Twitter, Google Docs, etc.

The online polls/surveys will provide an active forum for student ideas and sentiments. Moreover, it creates an avenue to increase students indirect participation with the University Student Council. 5. DZUP 1602: Oo! Kasali ka a. Objectives To strengthen DZUP 1602 as a broadcasting channel inside the University To optimize DZUP 1602 in disseminating the USCs campaigns, publicize events/activities, and aid the presence of the Council to its constituents To support DZUP 1602 in its endeavors and establish a good long-term working relationship (also with other media entities) To continue previous MMC efforts in providing radio sets in strategic parts of the UP Diliman campus so to facilitate public listening to DZUP 1602 6. USC dotcom a. Objectives To successfully materialize a UP Diliman University Student Council website To fashionably broaden the USCs online presence

b. Date: June 2012 7. The Oblation online a. Objectives To post an online copy of the Oblation for mass reach of contents b. Date: Every release of the Oblation 8. Trabahunt Tirahunt a. Objectives:

To attract all job-seeking and home-seeking UP students into a consolidated list of job opportunities and advertisements regarding house/dorm/apartment/condominium vacancy

To digitize such list and provide an online reference, helping reduce paper wastes in the process

To tie-up with the Basic Students Services Committee and Students Rights and Welfare Committee materializing the initiative

b. Date: Monthly initiative 9. Linis Boards a. Objectives To help the cleanup and rehabilitation of announcement boards inside UP Diliman To coordinate with the Campus Maintenance Office and other administrative offices b. Date: May 2012