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BY SONIA D. DAQUILA
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Mass media
CAN YOU imagine how boring the world will be without mass media?
Can TV and radio survive without advertisements?
What would the world be if bereft of information about events, personalities and phenomena?
Media means something that comes in-between; that facilitates the spread of information and advocacies. It can be print media, it can be a broadcast media, or the cyberspace that place information in our finger tips readily.
Mass media or the media has become so powerful, thus, it is labelled as the “fourth branch” of government. It is indispensable for a democracy to survive.
Mass media may be used as a means to hide the truth by deviating public attention to other events or concerns. This is smoke-screening. When the health of the dictator Marcos was in question for instance, Imelda’s success as the Philippine ambassadress to other countries was highlighted and the achievements of the dictatorial regime were presented to the public again and again.
During election campaigns, the dark secrets of some candidates are unearthed or stories are invented to destroy their credibility or integrity. Resourceful reporters or writers may concoct stories to blacken one’s reputation. This is known as muckraking. It is likened to a rake used to spread manure to the disadvantage of the subject. It can be in the form of glittering generalities where the subject is featured as a value-laden individual. It could be testimonial where a well-known personality drums up the good qualities of the subject.
The common-folks approach proves to be very effective if the target audience are the masses. Such was the approach adopted by Mao Tse-tung who was always shown working with the peasants. The same applies with presidents Estrada, Ramon Magsaysay and, certainly, President Duterte.
President Duterte has endeared himself to the masses with his unique lingo or bravado, and the masses adored him. His style was his way of selling himself, the magic of his popularity that catapulted him to power.
This is so because a candidate can successfully sell his candidacy or advocacy by associating himself with the masses, speaking their language, their ways, and claim to be the savior of a hopeless society. Mass media and vigorous campaigns can transform a villain into a hero, and a hero into a villain. It is a double-edged sword. While it can build, it can also destroy.
The use of mass media in spreading advocacies or to deceive the people is propaganda. It hits the heart, not the intellect. So, those who believe in what is advocated or said repeatedly may cling to his belief or conviction no matter how twisted it may be.
The media is a potent means of establishing public opinion, and when it operates, it can send a dictator scampering away or laughing all the way, knowing how apathetic and gullible Filipino people could be. Rizal said, “We deserve the kind of government that we have. Like masters like slaves, like people like government.” (delsocorrodaquila@gmail.com/PN)
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