Advance Comm Theo Midterms (NCRC/Theory Essay) by Franz Ubalde

1. Franz Johann T. Ubalde
BACR 2-1
National Communication Research Conference
In 2007, the University of the Philippines started a campus-based conference entitled
Communication Research Student Conference wherein it is mainly for communication and media students
for them to share their research papers to a large audience. And because of the overwhelming success of
the first event, they continued it and with every conference, comes with a growing number of audience
from different universities across Metro Manila.
Innovations were done to showcase the research papers not only with their colleagues, but they
invited students from all over the country and asked them to share their studies. Also, after the event, they
organized a post-conference workshop with the Philippines Communication Society (PCS) and Philippine
Association of Communication Educators (PACE) as their sponsors. With continuing development of the
conference, they changed the name to National Communication Research Conference.
The first three conventions had a themes of Creatively Rediscovering Communication and Media,
Communication Research in a Globalized World, and Communicating Risk. And the recently done
conference was all about Communicating Health, Wellness, and Leisure. In line with the theme for this
conference, a keynote speaker from the World Health Organization (WHO) who has contributed a lot in
public health is Dr. Julie Lyn Hall. Sadly, she was unable to attend from the said event and sent her
regards through her representative.

2. There are a lot of lessons to be learned here. It works both ways. One, for the presenter to sharpen
his literary and presenting skills, to share his studies not only with his professors and peers, but to the
whole country and also develop a bond between researchers. And also, for the participants to know the
methodology of a research paper and be inspired and continue the research done longitudinally. This
event also promotes the Communication Research course because it is only offered by two universities in
the Philippines.
The two day event compromises of different presentations by various professionals and students
with competition and poster presentations. But what really caught my attention was when Myrtle Sarossa
and Dr. Erid Tayag presented their research studies.
It is normal for us to be in awe when we are in the presence of an actress. And it caught me by
surprise that she would be sharing her study. Well, she is beautiful and smart. But she has not presented
her paper as well as the others. She just defined some terms and told us the background of her study
without informing us the methodology and results of the study she has done. She also laughs at little
things, very informal. In spite of all the negativity, she has her way of grabbing the attention of the
audience. She used her cosplaying skills into making her an eye candy, making us to be more attentive,
even though we were droopy.
The Department of Health (DOH) acting secretary Dr. Eric Tayag also shared his studies wherein
he talks about how to implement his projects and its impact on the population. He said that the media
plays a vital role in disseminating the message. And as getting the feedback from a large and diversed
population, he observes the changes in behavior and also the bashing in their Facebook page. He finished
his talk with a dance number together with the guests and other plenary speakers. He jus does not move
but he grooves in rhythm with the music. And as observed, it is the best way he promotes his projects for
it is fun and entertaining at the same time.

3. At the end of the conference, we were told that nect year would be bigger and bolder because it
will be an International Communication Research Conference where the best papers will be presented
from around the globe. And we were imparted by a great lesson and was challenged to use It and try our
so we will be the ones to present it next time.

4. Philippine Media: Free Press, Free People
Abstract
The Philippines has gone through a lot of ups and downs. That is why we are a very strong nation
and nothing can bring us down because we will just stand back up again and again. We are in a perpetual
fight for our freedom. Various countries tried to take us down and colonize us, but we never gave up
without a fight. The Filipino people cannot be controlled. We are a free spirit. And the Mass Media plays
a vital role in shaping us. They are responsible in relaying the message and inform the population about a
certain issue. It is communication that bridges our differences and makes us a family. It is the thread that
binds us together, and we are a cloth that can never be torn apart.
Ang Pilipinas ay marami ng pinagdaanang paghihirap. At dahil dito ay naging isang matatag
tayong bansa at walang makatitibag sa atin subalit patuloy lang tayong tatayo ng paulit-ulit. Lagi tayong
nakikibaka para sa ating kalayaan. Iba’t-ibang mga bansa na ang sumubok na sakupin an gating bayan
pero hindi tayo sumusuko basta-basta nang hindi lumalaban. Walang sino man ang kayang sumupil sa
nag-aalab nating mga puso. Isa tayong malayang mamamayan. At ito ay dahil sa Mass Media kung saan
ay malaki ang ginampanan sa paghulma sa ating pagkatao. Sila ay responsible sa paghahayag ng mga
balita at impormasyon sa masa, Ang komunikasyon ay ang naging tulay tungo sa pagtanggap sa ating
pagkaka-iba-iba at pagiging isang pamilya. Ito ang sinulid na nagtatahi sa atin para maging isa, at tayo ay
isang tela na walang makakapunit.
Keywords: Control, Freedom, Responsibility, Mass Media, Communication Theories

5. December 21, 1972, a dark year in the history of the Philippines. It is the day when the late
President Ferdinand Marcos declared Proclamation Decree (PD) Number 1081 or what is commonly
known as the Martial Law. Many brave people have lost their lives fighting for their freedom,
pronouncing their love for the country, in the midst of the State’s control over the Mass Media. The
government has the authority over everything; a best example that clearly explains the Classical Theory
of Authoritarian, one of the Four (4) Theories of the Press.
Decades have passed and the president that ruled with an iron fist has been thrown out from his
position. Even though it is restricted to show or say anything against the late president, the Press televised
and broadcasted what was really happening in that time. They followed their conscience and did their
responsibility, their Social Responsibility. That they would rather die than live watching the state of their
nation wherein they are caged like a bird that should be free and soaring. Not only they exercised their
freedom of speech, but because of what they did, millions of people showed up and a rally took place that
overthrew the dictator. The Libertarianism or Free Press Theory says that we are free to express our
thoughts, feelings, and opinions. And Social Responsibility Theory tells us that either we are free or
controlled by someone in a higher position, it is up to us to do what we really have to do.
It is now the 21st
Century and we have learned from the mistakes of the past. It is now the Age of
Information and ignorance is not one of the choices. Everything is just a click away. You can just sit on
the couch and watch movies, television series, and the like without straining a muscle. The Uses and
Gratification Theory explains that people will view what they want to see and/or what catches their
attention most. Violence and sex is more popular in television shows than ever before. People want to see
that kind of thing. Some just wanted to be in, to get a sense of belongingness, so they can relate to what
the majority is talking about. The Spiral of Silence Theory says that the Media shows what is mainstream
and trending. What is popular is more important than what is just and right because this will help them get
a top off the charts rating than airing boring shows.

6. Although the people want to see those kinds of things, the government made a few restrictions.
They set up an office under the Executive power that would watch over and rate television and movie
shows. The Movie and Television Review and Classification Board (MTRCB) would filter and censor,
and if necessary, will cut out obscene, pornographic, and violent scenes. The government somewhat
controls the Media but it is for the development and well-being of the viewers as per the Development
Communication Theory talks about.
The news programs are not always telling us what is right. Sometimes, it bends the truth or makes
lies and coats it with chocolate then sprinkles it with a pinch of truth. Say for an example is when people
do rallies, they just broadcast that people are shouting and doing something scandalous. They do not say
what they are fighting for. The Media does not get the side of those who are rallying. And because of this,
the general audience sees them as the bad people that vandalizes and destroys facilities rather than
warriors of the truth. The Press do not directly show the people what is happening. They do a Two-Step
or a Multi-Step Flow Theory or even a Maletzke’s Model of Mass Communication wherein they go the
extra mile in filtering and manipulating the message.
Yes, the Media gravely affects the behavior of the viewers. But, they (Press) should know what
their responsibility is and where their loyalty lies. They should do what is right and take both sides of the
story not just some crap telling which star filed a divorce or who is the father of the child she is carrying.
They should realize the Demoratization or Democratic Participant Media Theory that the sender and
receiver are equal. They are living in the same Nation and are going through the same hardships and
keeping up with the corrupt government officials. They should be careful into what they will air, so to
speak. But if something is not right they should take a stand and fight for what they believe because the
Magic Bullet or Hypodermic Needle or Stimulus-Response Theory tells in they have the power to ablaze
the spirit of the people. They have the power to bind the society together.