The Fourth Branch of Government- MEDIA and its INFLUENCE

Friday, 06 January 2012 07:54

Written by Aaron Benedict De Leon

I am not an expert when it comes to media ethics, nor am I a media practitioner, but I’ve got two things going for me that aren’t necessarily common to media practitioners and institutions nowadays- 1.) I operate based on common sense in terms of impartiality and fairness, and 2.) I try to be objective in dealing with issues that pose a great national concern, if mishandled or not treated properly.

It is indeed the fundamental right of an individual or any group or organization to express his/her thoughts on anyone, so long as it does not step into the bounds of libel. But it should also not forsake and should allow the accused party to have his own space to defend himself in the same medium or publication he was criticized. This is the way students are educated and learned within the confines of their schooling, but what happens is that the principles taught to them now become laughing stock in the real media world.

Men and personalities have taken over governing our media institutions and not media ethics any longer. Those timeless media principles which were upheld by our predecessors have faded like fads. And what difference does it make? Everyone, and that excludes no one, has their own vested interest in any activity, move or action. This is basic human nature. So when you depend on a person to shape a culture in a certain institution, it will always be marred by personal prejudice and errors in judgment. After all, Philippine media institutions have private personalities, and what makes everything worse take everything media gives them. Instead of playing the consumer’s role whose function is to examine the product content (news and information), the viewing public just takes everything in and makes an opinion out of unverified facts.

This, and not solely on a media’s perceived bias over a political party or personality, is what makes media institutions nowadays propagandists, more than a repository medium of information and education.

Propaganda movements have a long storied history in Philippine Politics, but those nuances occurred during times where democracy was absent in our country. In our current situation, today’s media has become invisible, despite its propagandist nature, because it exercises its influence in making or destroying a personality or institution.

The question you’re probably thinking of right now is “What drives/influences this kind of behavior?”

The answer is simple and is of common knowledge. The idea that corruption only happens in government is wrong. Corruption is so widespread that a term in mass communications was coined called “envelopmental journalism.”

The idea behind this term is that people, usually interest groups or politicians/political blocs, who want to get good raves from media, pay for either the exposure or defense they get from that medium.

What makes it worse is that, unlike government corruption, most are not aware that this exists in Philippine Media too.

So given the influence of media to the general public, and the influence they exercise over government and other societal institutions, doesn’t it qualify media to be the 4th branch of government, by influence in our political and social stratosphere?

After all, they have been very successfully in shaping public opinion, shaping public policy and controlling political movements in the country.

If the basis were influence, Media is more powerful, in a sense, than civil society groups, because civil society groups often derive their power from the publicity media gives them.

Of course, there are media institutions that still practice some nuances of media ethics and responsible journalism, but I’m sure, they come few and far between. But they are relatively small, and they audience share, and succeedingly, their influence is small too.

Let us always remember, that people always see the BIG picture, in another light, and not in the light logic defines what it should be.

If we want to change the way we are educated and informed, people have to see the BIG picture, as logic defines it.

People will have to see over and above what they see or hear. They will have to exercise more prudence and scrutiny over news, and be able to differentiate if it is a fact or merely an opinion.

Just like our government, we have to make Media accountable.

After all, whether we like it or not, Media has indeed become the invisible fourth branch of government in our country, and that is a reality we have to deal with for a very long time.