BIBLIOGRAPHY MARIE FE B. WANCE, ...
BIBLIOGRAPHY
MARIE FE B. WANCE, APRIL 2013.Crafting Avenue for Locals‟ Voices:
Participatory Communication Approach in Producing Community Media of Bagong,
Sablan, Benguet.Benguet State University, La Trinidad, Benguet.
Adviser: Christine Grace B. Sidchogan, MDC
ABSTRACT
The study in general established a community media in Bagong, SablanBenguet.
Specifically, it determined the information needs of the iBagong; determined their
preferred community media, determined their preferences in terms of code; treatment and
content, determined the perceived importance of the community media; determined the
challenges encountered in the production of community media and documented the
production process of the community media.
Results showed that the information needs of the community were on R.H bill,
organic farming, activities of the school, ethics of legislation, parliamentary procedures,
due process for senior citizens to avail discount in BENECO Bill, and process in the
COOP-Benguet membership. The information dissemination on the specified depth of
open pit, proper waste segregation, the native dances and how to play the instrument and
the curfew on the selling of liquors were needed.
Crafting Avenue for Locals‟ Voices: Participatory Communication Approach in Producing
Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
On the preference on the community media, print media surfaced. The treatment was
newsletter, according to the respondents, it is not too expensive, not time consuming and
easy to produce.
For the code of the newsletter, the core group preferred the use of EnglishIlokano-
Ibaloy combination of languages. However, on the actual printed newsletter, no articles
were written in Ibaloy or Ilokano.
For the content, the identified problems and information needs became the basis of the
core group in writing their articles.
The perceived importance of the community media were; it is a source of
information, it is an avenue for sharing information, it fosters cooperation, promotes self -
development and motivates people towards development.
Using Participatory Communication Approach in establishing the community media, it
followed the stages of planning, production and pre-testing of the newsletter. Selected
respondents positively accepted being a part of the core group. Commitment for the
sustainability of the newsletter surfaced. Also, it allowed the participating stakeholders to
see the newsletter as a tool for self-development.
The produced newsletter has a nameplate of „Sey-ang‟; it has a size of 8.5 inches by 11
inches and has eight pages. On the pre-testing of the newsletter, the newsletter was rated
to be comprehensible, acceptable, and attractive and is in for sustainability.
The study recommends the continuity of the newsletter with continuous monitoring of the
output for sustainability.
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Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
INTRODUCTION
Rationale
Information plays an essential role in every aspect of living for it has the ability to
empower and mobilize people in achieving development.
Kamba (2009) points out that information, when properly articulated, does not only
expand the possibilities of social; political, educational, development but also facilitates
awareness and empowerment. An informed citizen can intelligently decide for his own
well being and can wisely participate in decision making concerning the development of
his community.
Also, the communities are now slowly recognized as agents of their own
development. Their participation is now being recognized to be a major factor influencing
the achievement of development (Sidchogan, 2011).
The tri-media, audio-visual (television), audio (broadcast) and visual (print) is
important in information dissemination. They inform people about almost everything,
current issues on health, politics, education, environment and economics. Media is a vessel
of valuable information that affects people‟s living.
Barangay Bagong in Sablanis a rural area where there is a difficulty in accessing
and disseminating information due to its geographical situation and economic status.
Bagong is the northernmost and most isolated barangay of the Municipality of Sablan. On
the other hand, Sablan is identified by the Department of Social Welfare and
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Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
Development Office as one of the poorest municipalities of Benguet. During a preliminary
visit in the community, several people of Bagong have recognized the importance of having
a community- based media as this according to themdoes not only allow them to have
access on information outside their community but also within their community.
Lavi Pistula, Head Teacher of Jose Gonzales Elementary School, said during an
interview that having a community media will give the community a chance to voice out
issues and opportunities occurring in their community. Also, she said that there is a need
to address the communication gap between the officials and the community. For one,
decisions made during Barangay meetings rarely reach the community members.
This was supported by Paul Dio-al, the Barangay Secretary, as he admits that there
is indeed a communication barrier between the officials and the constituents. There is a
growing concern about the flow of information within the community; consequently
leading to lack of participation from the communities.
Moreover, Miguel Lauro, Barangay Captain of Bagong supports the initiative of
establishing a communication facility. He believes that this will allow other people outside
Bagong to know what is happening in the community.
This dearth of information then sometimes leads to their voices unheard and needs
unaddressed. This situation then further emphasizes the importance of community media.
This media is being explored because of its potential to fill the gaps in the mass
media system, the inability of the mass media to include and address the information needs
of the rural communities. Community-based media are the ones dealing with local
happenings.
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Community media as defined by Tabing (2000) is a communication facility that is
in the community, for the community, about the community, and by the community. It is
highly participatory. It involves the communities in the planning, producing and evaluating
the messages.
When the community is well informed, there is community participation. As
Paraguas (2004) puts it, with proper rural communication, rural people are informed about
the activities and issues in their surroundings, allowing them not only of the knowledge
but also participation. A well informed individual can judiciously participate in the
development process of his community.
These responses and observations prompted the study to come up with a
community media that will not only inform the community but also emphasize
participation of the stakeholders in the production of the community media by letting them
decide on the treatment, content and code of the media based on what they prefer.
Sidchogan (2011) recommends that in response to the changing community
participation sphere, Participatory Communication Approach (PCA) should be considered
in coming up with communication initiatives rooted in rural communities.
PCA as defined by Bessete (2004) is the use of communication to facilitate
community participation in development initiative. It does not just inform or persuade
people to change their behavior but focuses on facilitating communication between
stakeholders to address a common problem.
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Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
In this study where PCA wasused, the community was involved in the planning,
production and pre-testing of the community media.
As stated by Sidchogan (2011), information materials produced through PCA are
more likely to be comprehensible, attractive, accurate, and persuasive and can promote
self-involvement.
It would be interesting to use PCA in establishing a community media and note
the results. Also, the experience of Bagong people with the production of community
media employing this approach will be documented.
Statement of the Problem
The study specifically answered the following:
1.
What are the information needs of the iBagong?
2.
What community media does the community prefer?
3.
What are the preferences of the respondents on the nature of the
community media in terms of content, code and treatment?
4.
What are the perceived importanceof the identified community
media?
5.
What are the challenges in the production of the community media?
6.
How will the residents ofBagong take the production of community
media using PCA?
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Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
Objectives of the Study
Having the general objective of developing a community media with in Bagong,
Sablan, Benguet the study attained the following objectives:
1.
determined the information needs of the iBagong;
2.
determined the preferred community media of the iBagong;
3.
determined their preferences on the nature of the media in terms of
content, code and treatment;
4.
determined the perceived importance of the community media;
5.
determinedthe challenges encountered in the production of
community media;
6.
established a community media; and,
7.
documented the production process of the community media.
Importance of the Study
The study is hoped to be an avenue for the establishment of a sustainable
community media that may supply appropriate information and may create a proper
community communication.
This study also hopes to bridge a little closer the information divide between the
rural and urban areas.
For the stakeholders, they were able to appreciate the value of knowing appropriate
information and that their participation is an important factor for development.
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Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
Also, they may realizeand appreciate that their active participation in planning,
production and evaluation is important. The insights learned from this study may fuel and
motivate the participating stakeholders to support and participate in any other development
programs of their barangay.
Moreover, the result of the study could also serve as a reference to other researchers
and students who aspire to embark on further conducting researches related to the topic
Scope and Limitation of the Study
Given the limited resources, the study focused only in the establishment and
pretesting of the identified community media, which is newsletter; any succeeding issues
of it is no longer part of the study.
The participation of the community was on the planning, production and evaluation
of the community media.
In the production, the researcher helped in writing and editing articles. In like
manner, the researcher helped in lay-outing the newsletter as the community is not yet
equipped with the technical skills.
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REVIEW OF LITERATURE
Information Needs Defined
Information need is a state or process started when one perceives that there is a gap
between the information and knowledge available to solve a problem and the actual
solution of the problem (Miranda &Tarapanoff, 2007).
On the other hand, information needs are perceived to be related to problems and
an important issue is how problems are understood, delimited and formulated
(Anonymous,n.d.).
Information search and use processes define information needs. They are built
cognitively and emotionally and also on situational and dynamic forms. Information use
depends on the individual evaluation of the cognitive and emotional relevance of the
information received. It also depends on the appropriated information to solve a certain
problematic situation. The construction of information is linked to the social and
organizational world in which the user exists. These structures form the conditions that
give rise to the need for information. Information needs is determined by: 1) the perception
of knowledge gaps (and/or capability gaps) to make sense of the problems to solve or the
tasks to perform; 2) the inherent emotional factors linked to the uncertainty, stress level
and existing difficulty when noticing those gaps; and 3) the situational factors linked to
particular contexts and specific experiences (Wilson 1981, 2000, 2002 and Choo 2003,
2006) as cited by (Miranda &Tarapanoff, 2007).
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Participatory Communication Approach
Communication is said to be the societal glue that holds a community in a knit. It
also plays an imperative function in promoting development to people. But communication
alone cannot solve development problem, participation of the people is essential.
Participatory communication is a term that denotes the theory and practices of
communication used to involve people in the decision-making of the development process.
It intends to return to the roots of its meaning (Nombuso, 2007).
Now, involving the communities in development programs and projects are now
being recognized as an important methodology to achieve the full meaning of community
development. Braid (1993) notes that active participation implies the right to participate in
decisions on the contents and nature of the messages, and to influence decisions regarding
policies. It is believed that communities can best identify their needs and their participation
is now acknowledged to be essential.
Servaes (1996) as cited by Sidchogan (2011) defines Participatory Communication
Approach as an approach that emphasizes a more user and bottom-up orientation in order
to involve people in the decision-making process. Moreover, Genilo (2004) cited that in
participatory approach, the beneficiaries of development projects must be involved in
making the messages of communication materials and should be given access to modern
communication media. This way, development communication becomes more effective
because the “sender” is also the “receiver”.
Bessete (2004) defined the concept as:
Crafting Avenue for Locals‟ Voices: Participatory Communication Approach in Producing
Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
“A planned activity, based on the one hand on participatory processes, and on the
other hand on media and interpersonal communication, which facilitates a dialogue among
different stakeholders, around a common development problem or goal, with the objective
of developing and implementing a set of activities to contribute to it solicitation, or its
realization, and which supports and accompanies this initiative.”
Further, Bessete (2004) said that PCA is the use of communication to facilitate
community participation in a development initiative. This is an approach that wants to
solicit participation from the community. On the other hand, Mefalopulos & Tufte (2009)
described participation as a principle in development with support coming from many
different stakeholders: governments, donors, civil society, and ordinary citizens.
Development projects abound worldwide and scholars and practitioners alike view
PCA as a tool for successful development projects. Mefalopulos & Tufte (2009) suggested
that there are four stages for Participatory Development Project
Research stage. This is where the development problem is accurately defined. All
relevant stakeholders can be involved in this process. The research around the development
problem can include studying previous experiences, individual 6 World Bank Working
Paper and community knowledge and attitudes, existing policies and other relevant
contextual information related to socio-economic conditions, culture, spirituality, gender.
Design stage. This stage defines the actual activities. A participatory approach
helps to secure the ownership and commitment of the communities involved. Active
participation by local citizens and other stakeholders aims to enhance both the quality and
relevance of the suggested interventions.
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Implementation stage. The planned intervention is implemented. Participation at
this stage increases commitment, relevance and sustainability.
Evaluation stage. This stage of participation ensures that the most significant
changes are voiced, brought to common attention and assessed. For a meaningful
evaluation, indicators and measurements should be defined in a participatory process at the
very beginning of the initiative involving all relevant stakeholders.
Mefalopulos & Tufte (2009) believed that these divisions facilitate assessment of
when and to what degree a participatory approach is relevant.
Community Media
Community media is a media for, by and of the community. Tabing (2000) defines
community media as a communication facility that is in the community, for the community,
about the community, and by the community. He specified characteristics of a community
media as follows: owned and controlled by the people in the community; small and low-
cost; provides interactive two-way communication; non-profit and autonomous; non-
commercial; have limited coverage; utilizes indigenous materials and resources; reflects
community needs and interest; and supports community development with a large part of
the programme and content.
Community media according to Bang-ngit (2011) are popularly known as media
located in the community, usually serving the needs and interest of people within the
locality.
Berger (1996) cited that The South Africa‟s National Community Media Forum
(NCMF) considers media as a tool to encounter propaganda, inform, mobilize and educate
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the masses about their rights and to facilitate the building of strong community
organizations.
Along with this, the NCFM has identified five features of community media which
are: (1) the ownership and control by the community through its representatives like
religious, youth, women, civic, labor, education, cultural and sporting according to Gatuza
(1996) as adapted by NCFM; (2) the ownership and purpose should be nonprofit;(3)
accessible to the community;(4) the type of community; and (5) to service disadvantaged
community.
For a community medium to be called as „community media‟, it has to meet all the
five features.
As for Tabing (2004), the element of wide participation of the people in
management, production and responsibility in genuine community media make this media
distinct from other types of media.
Braid (1993) said that with community media, the community members can present
their own views and be listened to and they can participate in the programming as well as
other aspects of production. With this, where the mass media have failed or have not been
effective, community media are expected to succeed because they are better able to reflect
community needs.
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Development of Community Media
The development of community media should be based on a community
communication strategy. That strategy according to Opubor (2000) should seek to provide
answers in support of the communication needs and objectives defined by the community.
Oepen (1990) as cited by Opubor (2000) defines community communication as a
process of horizontal and vertical social interaction and networking through media
regularly produced, managed and controlled by or in close co-operation between people at
the community level and at other levels of society who share a socio-political commitment
towards a democratic society of countervailing powers.
However, Opubor (2000) admits that the definition and development of
„community media‟ is still not generally agreed upon. On the other hand, he believes that
in trying to establish a community media in the future that surpasses the community media
of the 20th century and caters the needs of the community more effectively, there are certain
steps or processes that can be followed.
Needs assessment survey of the community. Community media development should
proceed from a basic understanding of the nature and needs of the community.Further,
Opubor (2000) propose that to gather answers to questions, a participatory, „ethnography
of communication‟ methodology should be used.
A community needs survey should give clear answer on what information is needed
to define the parameters and details of the community‟s communication system, what
components need special attention and why. Also, it should acquire a solid information
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what media does the community already have; what media does it want; what media does
it need and what media it can afford.
With regard to the questions what media channels or combinations would likely to
meet the community‟s needs and who can make it available, Opubor (2000) suggest that
it should be discussed between the community and interested external partners.
Participatory research. This becomes an important first step in the decision
whether or not additional media are required to meet the needs of the community
communication system and what specific media is needed.
Strategic scenarios for developing a community‟s communication system. With
regard to the possible result of ethnographic communication research it is important to
answer the question, how to have more inclusive media through providing more diverse
opportunities for community communication. Opubor (2000) predicts that this may mean
intervening in communication system elements, including media. On the other hand, non-
media considerations could include the idea of attracting new voices into community
communication like the women and elderly. These efforts may not mean creating new
medium but rather provides access for new sources of information within existing channels.
In a nutshell, Opubor (2000) suggest that an approach to community identification
through an „ethnographic‟ methodology is a useful start in defining the communication
profile and needs of the community and identifying its communication system needs.
The creation of community media should have a healthy balance between socio-
cultural and economic background and on the communication background and profile of
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the community. This becomes the basis, from an endogenous point of reference on which
media is to be established and its placement within a community communication strategy.
Types of Community Media
According to Tabing (2000), there are several media that can be considered as community
media. This can be classified into three, the print media, audio and audio- visual.
Print. This could range from publications, newsletters, blackboard newspapers, and
wall papers. Newspapers according to Barghouti (1973) as cited by Ongkiko and Flor
(2003) can present technical data in clearly designed text and provide detailed information.
Ongkiko and Flor (2003) believe that newspapers are influential in creation awareness and
mobilizing public opinion. One advantage of print media is that articles can be shared or
kept as reference materials.
John Hopkins University presents that publications and loose leaflets are excellent
in depth presentations of issues and technical information. Also, it can cover more than one
topic. However, it can be expensive and can only be effective if well designed and
produced. Poorly printed publications maybe less expensive but not be read.
Audio. Radio is available in almost all countries, reaching mass audiences cheaply
and rapidly (Barghouti, 1973) as cited by Ongkiko and Flor, (2003). It has many advantages
but also has disadvantages. Ongkiko and Flor, (2003) acknowledged that one of its
advantages is its availability and affordability that made it possible to reach even remote
communities. On the other hand, one of its disadvantages is the disability to overcome
some geographic barriers such as high mountain ranges to reach the remotest communities.
To address this limitation, the UNESCO Tambuli projects have placed radio transmitters
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in small communities as a community medium for the exchange and dissemination of
important community information.
Community radio stations cover local events. They explain and promote local
projects and development efforts, provide national coverage and striving all the time to
strike a balance between national and local coverage (Ongkiko and Flor, 2003). 15
Audio-Visual. Folk media, according to Tabing (2000) is more prevalent in
SouthEast Asia. Folk media practices are indigenous forms of self-expression and are used
in information, education and communication campaigns for extension or development
purposes.
Importance of Community Media
Community media can be an effective form of information dissemination as one of
its responsibility is to disseminate information needed by the community (Bang-ngit,
2011). Community media can turn the strategy of development from “top-down” to
“bottom-up‟. Braid (1993) believes that community media if mobilized properly could
support this philosophy. Community media are local and indigenous; they have the
capability to promote horizontal and two-way communication among people living in the
same community so that the latter can be raised to a higher level of participation.
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Operational Definition of Terms iBagong. This refers to the people domiciled in Barangay
Bagong, Sablan.
Content. This refers to the message that was included in the community media.
Code. This refers to the language that was used in the production of the community
media.
Treatment. This refers to type of community media the community will decide to
produce.
PCA. Participatory Communication Approach, an approach in development
projects where the stakeholders‟ participation was sought. In the production of community
media, the communities‟ participation will be on the planning, production and pre-testing.
Community media. This pertains to the newsletter produced in Bagong, Sablan. It
is a newsletter about the community, for the community and of the community.It has a size
of 8.5 by 11 inches and has eight pages.
Core group. They were the iBagong who were selected to represent the different sectors
of the community such as the barangay officials sector, education sector, culture sector,
health sector, agriculture sector, youth sector and women‟ sector.
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METHODOLOGY
Locale and Time of the Study
The study was conducted in Sablan, Benguet. Sablan is a fifth class municipality
in the province of Benguet. Situated on the mid-western side of Benguet Province, it is
bounded on the north by the Municipality of Burgos, La Union and Municipality of
Kapangan, Benguet; on the east by the Municipalities of La Trinidad and Tublay, Benguet;
on the south by the City of Baguio and the Municipality of Tuba, Benguet; on the west.
Sablanis politically subdivided into eight barangays which are, Bagong, Balluay,
Banangan, Banengbeng, Bayabas, Kamog, Pappa, and Poblacion. Bagong is the
northernmost and most isolated barangay of the Municipality of Sablan, Benguet. It is 25
kilometers away from Baguio City.
The sitios (sub-villages) of Bagong include: Bito, Caril, Cayapes, Depnac, Duban,
Esbo, Sadul, Sholshol, Tofil and Yabyabuan. However, during the typhoon Pepeng,
sitioBito was washed out.
Ibaloy is the common language of the place. The main source of livelihood inBagong is
agriculture. On the planning stage of the study, the barangay was faced with numerous
problems as identified by the barangay officials and some members of the community.
One major concern is the washed out road during the Typhoon Pepeng and Ondoy last
October 2009.
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Figure 1. Map of Benguet, showing the locale of the study
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Busidak
BALLUAY
Figure 2.Map of Bagong Sablan, Benguet, showing the locale of the study
This lone road is the main route of people and agricultural products to reach the nearest
town, La Trinidad. The people then need to walk for at least an hour before having an
access to the lone public utility jeepney of the barangay.
Another problem is the sitios having no electricity despite that a mini power plant
is close to their place. On the other hand, activities geared towards development are
scheduled. With this, the development of a community media became a conduit of the
iBagong for their voices to be heard.
The study was conducted from January- February 2013.
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Respondents of the Study
In this study, the respondents were 57 locals. The respondents were chosen through
quota sampling, a specific group in the community was specified by the researcher and
the respondents were drawn from the groups identified.
On the planning stage, a core group with seven members was formed. Table 1
shows the profile of the core group members. They were the prime decision makers for
the community media. The members represented the different sectors of the community.
They came from the barangay officials sector, the education sector, youth, women sector,
culture sector, agriculture and another from the health sector. The criteria were: he/she
must be well informed on the current state of affairs of their barangay and has commitment
towards the production of the community based- media. Another factor considered in
choosing the core group members was their representation of the different sectors. The
heads were perceived to be more updated with the activities of their sectors.
Table 1. Profile of core group members during the planning stage
NAMES
SECTOR/ SECTORS
REPRESENTED
Paul Dio-al
Barangay Official
Nancy Luoang
Women‟s Group/Senior Citizens
Sonia Pisda
Education
Mariette Olayan
Health
Roger Balangay
Health/Agriculture
Tony Faustino
COOP/Agriculture
Jake Thomas
Youth
Nancy Luoang, Sonia Pisda and Mariette Olayan graduated from tertiary; Jake
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Thomas is currently in third year college. Paul Dio-al is a High School graduate while
Roger Balangay and Tony Faustino were elementary graduates.
Their age were ranging from 19-69years old. The youngest member was 19 years
old and the oldest was 69 years old.
Three members of the core represented dual sectors; this is due to their active
involvement in these mentioned organizations.
During the pre-testing of the identified community media, another set of 50
respondents from the community were chosen. The criterion used was; he/she must be a
resident of Bagong. Also, the researcher made sure that the different sectors of the
community were represented.
Table 2 shows the socio-demographic profile of the respondents.
Table 2. Socio-demographic profile of respondents who were involved in the pre-testing
of the newsletter
RAW TOTAL
N=50
CHARACTERISTICS NO. %
16-25
17
34.00
26-35
7
14.00
36-45
9
18.00
46-55
7
14.00
56-65
6
12.00
66-75
4
8.00
TOTAL
50
100.00
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Sex
Female
34
68.00
Male
16
32.00
TOTAL
50
100.00
Status
Single
20
40.00
Married
27
54.00
Widow/Widower
3
6.00
TOTAL 50 100.00
Educational attainment
Elementary
17
34.00
Secondary
15
30.00
Tertiary
17
34.00
Post-Graduate
1
2.00
TOTAL 50 100.00
Occupation
Government Employee
10
20.00
Farming
21
42.00
Housewife
9
18.00
Student
6
12.00
Private employment
4
8.00
TOTAL
50
100.00
Based on Table 2, the respondents came from different age brackets; most were female.
Nearly half of the respondents were single and married.
Respondents have different educational attainment. Their sources of income
came from farming and as government employee.
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Data Collection Method
Review of secondary sources, personal observations and interview schedule were used to
gather data. For the information needs assessment of the community, Focus Group
Discussion (FGD) with the core group was employed.
The guide questions focused on the respondents‟ perception on what information
is needed by their barangay. On the message preferences, FGD with the core group was
still used. The questions centered on what information and language they prefer to be used
in preferred community media.
The production of the community media used a proposed Participatory
Communication Approach framework. Under the production stage, capability building
activities were conducted for the core group. Documentation was used to record the
production process of the media.
During the pre-testing of the community media, to supplement each other, the
researcher employed a mixture of interview schedule, floating of questionnaires and
discussion, depending on the availability of the respondents‟ time.
Data Gathered
In the planning stage of the establishment of the community media, the researcher
collected the information needs of the community and what media does the community
prefer.
PLANNING
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*Create a core group
- Members represent the different sectors of the community
- Members should be knowledgeable about the topic
- Core group consultations were done to come up with substantial
PRODUCTION
* Community consultations were conducted to encourage:
- Collective decisions on uncertain information and
additional data
* Core group underwent capability building activities.
PRE - TESTING
* interview Schedule was done to generate spontaneous ideas for the
improvement of the media.
*Respondents ca me from the different sectors of the community.
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Figure 3. PCA Framework which was adapted by the study The preference of the
community in terms of the language that was used in the community media was also
solicited.
In the pre-testing stage, the data gathered were the comprehensibility,
acceptability, attractiveness, sustainability and the suggestions for the improvement of the
media. Also, its perceived importance was collected.
For the whole production process of the establishment of the chosen media; the
experience, insights and challenges encountered of the iBagong were documented.
Data Analysis
The data collected were consolidated, tabulated, presented and analyzed using
descriptive statistics such as frequency counts and percentages.
The responses of the FGDs were consolidated and discussed in narrative forms .
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RESULTS AND DISCUSSION
Community media, despite its acknowledged potential to empower communities, is
still on the dawn of reaching communities who are in need of this kind of media. Creating
an acceptable and holistic establishment process of a community media is still underway.
On the other hand, PCA as a framework for communication programs though still under the
exploratory stage proves to be a paramount factor in achieving development.
The results of this study attempt to contribute to the move for the spread of the idea
of having a community media as an effective tool in achieving development through using
PCA as the communication framework with respect to its strengths.
The first part presents the information needs of Barangay Bagong as identified by
the core group members.
The preferences of the core group on the content, code and treatment made up the
second part. The third part reflects the result of the pre-testing of the community media
regarding to its acceptability, comprehensibility, attractiveness and sustainability.
The fourth summarizes the perceived importance of the community media and the
challenges encountered in the production process.
This was followed by the documentation of the production of the community media
using PCA as experienced by the iBagong. Insights and observations by the core group
members were used to describe their experience.
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Information Needs of iBagong
Understanding a community‟s communication system is a basic need in community
media development. A community needs survey should clearly define the parameters in
understanding a community‟s situation. Employing a Focus Group Discussion (FGD), the
community needs of the iBagong in terms of information were gathered. Also, FGD with
the core group dwelled on the questions on the problems of their community, the geared
up activities, their information sources and if these can satisfy their information needs in
hope of a clearer understanding of the situation of the community‟s communication
system.
Table 3 summarizes the information needs of the community as identified by the core group
members.
Based on the results of the FGD, in health, the identified needed information were the pros
and cons of the Reproductive Health Bill or more popularly known as R.H Bill.The
member shared her worries about the conditions of the bill regarding the free provisions of
contraceptives. Another one was the standard depth of the open pit, in order to be
considered sanitary; it should have a depth of six feet. The midwife shared that during
house visits, some houses did not follow the standard depth of having an open pit comfort
room.
Still in health, one respondent posted the question of the possibility of having a community
doctor that is paid by the national government. This is so because of the geographic
situation of the Barangay which is 20 kilometers away from the nearest general hospital.
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Table 3. Information needs of the community as identified by the core group
SECTOR
INFORMATION NEEDS
Health
-
Proper waste segregation
Proper depth of open pit (Comfort
-
room)
-
R.H Bill
Education
-
activities of the school
Barangay officials
-
ethics on legislation
-
parliamentary procedure
Agriculture
-
Organic farming
-
Process of membership in Benguet
COOP
Culture
-
History of Bagong
The Igorot dances and how to play the
musical instruments
-
-
Idea of Garatis
Senior citizen
-
Due process in availing the BENECO
discount
Others
-
Performance of each organization
Proper implementation of Peace and
Order Laws
-
In the education sector, the representative claimed that the community needs to
know more of the activities of the school. The respondent explained that due to the lack of
information dissemination on the activities of the school that enhances skills of the student,
supports from parents are not that visible. She further clarified that of parents knowing the
activities of the school, they can solicit support both moral and financial.
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On the other hand, the Barangay Officials need to undergo capability building
activities to address their problem in lack of „discipline‟ as agreed upon by the core group
members.
They had explained that discipline is lacking during Barangay Council meetings,
when someone is speaking, other members of the council would just butt in without asking
permission or raising their hands. Specifically, they need to understand the ethics of
legislation and parliamentary procedure. The core group believed that this can reenforce
needed core values.
Under the agriculture sector, the needed information identified was on organic
farming and in becoming a member to the Benguet- COOP.
For the culture sector, the community needs to retain the idea of „garatis‟, or
bayanihan system. Garatis is done especially for development works for the community
such as fixing damaged roads. The history of Bagong was also perceived to be needed by
the community.
Other needed information identified were on the due process in availing discount
of seniors in electric bills for the Senior Citizen‟s Sector. They also believed that the
community needs to be informed regarding the performance of each organization for
encouragement.
There were some problems or issues of the community that need to be addressed
through proper information dissemination to stimulate action from the community
members.
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During the discussion, the core group said that sometimes, the implementers of the
Peace and Order laws of the barangay are the violators and that they lack discipline. Also,
on the side of the youth, core group members suggested they need to come up with a set
of regulations regarding the mechanics in borrowing the musical instruments of the
Sanguniang Kabataan. They were also advised to share their activities and
accomplishment to the community for their presence to be felt.
Sources of information. The core group shared that their sources of information
inside their community were through text messages, barangay meetings, messenger,
notices that were posted in conspicuous places and churches. Information that needed to
be disseminated were announced in churches after service or mass. A core group member
said that if the community will just listen carefully, they will know the information they
need. On the other hand, some core group members quipped that sometimes, information
circulated in the community is uncertain.
With regards to the sources of information outside their community, identified
medium were radio, television, cell phone, people and seldom, newspapers.
Community Media Preference
Community identifying their own needs and devising solution to their problems and
issues are the best approaches in eliciting participation from them. With the underlying
principle of a community media which is highly participatory, the community was the one
who identified the code, treatment and content of the media.
On the preferences in which type of media will the community produce, all the core
group members agreed to produce a print media. They immediately acknowledged the
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impossibility of having a radio station within the community due to financial matters and
with respect to their capabilities as well. Also, they considered the situations of other sitios
that have no electricity.
Treatment. Treatment is defined as to what kind of print media the community
favors. Five examples of print media were presented and explained to them which were
newspaper, newsletter, wall newspaper, magazine and bulletin board.
Among these, all of the members of the core group agreed to produce a newsletter
as their community media. According to them, a newsletter is easy to produce, not
expensive and is time bound.
A member of the core group stressed that another advantage in producing a
newsletter as a community is its immediate circulation within the community through
existing communication channels such as churches and monthly meetings of different
organizations.
Code. Code is the language used to portray or deliver the message to its intended
audience.
Suggested medium for the newsletter from the core group members were the
combinations of Ilokano-English, Ibaloy-English and Ibaloy-English-Ilokano.These
combinations came about with the belief of the core group that expected readers are mixture
of different races; they wanted to ensure that they will be able to understand their
publication.
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It can be noted that Bagong is an Ibaloy-speaking community. The bible they use
in churches is written in the Ibaloy language.
The Ibaloy language is suggested to be used in expressing meanings that are best
explained in the vernacular language. One core group member cited the case of Baguio
Midland Courier, the column Ethnos Ibaloy which uses Ibaloy words or phrases to explain
things or ideas.
The Ilokano language is suggested to be integrated through the use of cartoons if
ever the newsletter will evolve and will have a section on cartoons.
One respondent noted that English language is used outside the barangay, if the
newsletter is meant to be read outside, it still can be understood by readers who are not
Ibaloy. Paraguas (2004) on the other hand cited that having reading materials in rural areas
such as newspapers facilitate education. Still in her context, the absence of reading
materials is one reason for rural illiteracy. This supports the reason of one core group
member when he stated that English should be used because it is already the right time to
learn the language.
One core group member voted for Ilokano-English, three core group members
went for the combination of Ibaloy-English and four members voted for Ibaloy-
EnglishIlokano to be used by in the newsletter.
Following the rule of majority votes, English -Ibaloy-Ilokano combination was
agreed upon to be used in the articles for the newsletter with the reasons sated above as
basis.
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Sidchogan (2011) notes that language is very crucial in relaying messages because
it constitutes the most integral factor in understanding what is communicated.
The core group members considered using code that can be understood by the locals.
On the actual printed newsletter, no articles were written in Ibaloy or Ilokano.
Content.For the content of the newsletter, the core group members used the
identified needs and problems of the community and current activities of each sector as
their basis in writing their articles. With regards to the content of the newsletter such as
pictures, they recommended featuring the place.
During the second core group meeting called by the acting Editor-in-Chief from
the education sector, Sonia Pisda, they plotted and assigned the beats of each member of
the core group.
A core group member suggested they will concentrate on the issues of their
community. It was supported by another core group member when he said to present some
issues, then show solutions instead of presenting problem or maybe they can show both
problems and solutions. It is in the light that they hope it will empower and awaken the
people, especially the addressed group.
The cited example is the case of the Out of School Youth (OSY) in Bagong. The
number of OSY is quite many in the community, instead of attending school, they resort
to farming.
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The core group member from the youth sector hopes that when an article is written
about the OSY‟s, concerned agencies or offices who will read the newsletter will take
appropriate action to address the issue such as the issuance of scholarship grants to them.
The Editor-in-Chief listed the beats of each member according to the sector they
represented and their perceived capabilities. Each sector committed to write one to two
articles at most about the sector they represent. There were a total of 11 articles that were
assigned.
For additional article, the researcher was tasked to write about the history of
Bagong. With every sector given an assignment, the core group wanted to give every
organization the chance to voice out their issues, concerns and activities.
This action can be noted as a response to one of the identified problems during the
first core group discussion.
This implies that the community can identify their needs and they have the
capability to address this as well.
Table 4 reflects the actual written topics of the core group. Also, the table shows
that the targeted numbers of articles were achieved by the core group. All in all, there
were eight pages of the newsletter, eight articles were written as straight news, three
articles were written as news features. The back page was a collage of the different places
in Bagong.
Photos were taken by the researcher, one contributor and two core group members.
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Table 4. Actual written topics of the core group
TOPICS
FREQUENCY
DESCRIPTION
Activities of the school
2
The first article was about the BrigadaEskwela of the PTA
(JGES)
for the improvement of the school.
The other one was about the two pupils of the school who
were qualified to join in the CARAA 2013 in Apayao.
Activities
and
2
One article tackled about the budget of the SK, the
expenses and how the Barangay Council decided to lend
issues of youth
some of their budget to the SK.
The other article was on how the youth of Bagong
welcomed the new year through playing volleyball to
strengthen their camaraderie.
Understanding the history
l
About how Bagong came to be a barangay, the first settlers,
of Bagong
how it got the name „Bagong‟ and its geographical
situation and current state of affairs.
Health
l
Understanding the provisions of the 4Ps of the government,
the conditions and qualifications of a grantee.
Development of
2
The opening of the washed out portion of the road during
the road
typhoon Pepeng and the concreting a portion of the Doyut-
Bagong road with the help of CHARMP Two.
Upcoming
2
DCS reaching Yabyabuan for the LOL and the Story
Activities for the
Telling Caravan in Bagong; the leadership capability
barangay
building for the iBagong organized by the intern Social
Worker.
Senior citizens club and
1
The history organization came to be and the current
Women‟s
activities of the two organization.
Organization
Picture
Collage
l
It features six pictures about Bagong, the sceneries and
about Bagong
their way of life.
TOTAL
12
PCA Experience among the iBagong
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There is no universal definition of what participation is. In this study, the
participation of the iBagong through the core group members was not limited to a
particular stage only. All throughout the production process of the newsletter, they were a
part of the decision-making process. Mefalopulos & Tufte (2009) defines participation as
a principle in development with support coming from many different stakeholders:
governments, donors, civil society, and ordinary citizens; their involvement in
development process leading to change.
They were the ones who identified their information problems and through the
course of experiencing PCA, they expressed the willingness to continue the publication of
the developed community media.
This outcome is true to Bessette (2004) when he noted that a good indicator for
participation is when people take responsibility in carrying out a development initiative.
Table 5 summarizes the experience of the iBagong with PCA.
Employing PCA in this study required revisions to fit the dynamics of the
community. This true to Bessette (2004) when he said that a community is made up of
groups of people with different owned characteristics. He suggested that if needed,
adjustment can be made to each different situation to make it effective to the community.
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Table 5 . Summary of PCA as experienced by the iBagong
STAGES
STRATEGIES
OUTCOMES
Planning with the Possible core
group Every prospected core member responded positively
core group
members
were
personally approached by Queries about community media were asked
the researcher
Information needs of each sector were identified
Core group consultations
Problems in the barangay surfaced, knowledgeable member
of the core group tried to addressed the issue on the spot
Benefits of the newsletter were identified
It could bring development
Empower the community
Information will be shared outside the community
STAGES
STRATEGIES
OUTCOMES
Production
Core group consultations
Community consultation
Core group consultations were well attended
Core group decided to propose to the Barangay
Council the adaptation of the newsletter as their
official publication
Individual consultation with
each core group member
Initiatives surfaced
Ideas on how to produce the newsletter were
expressed
Willingness to learn how to write news were
observed
Core group members voluntarily mapped out
their calendar of activities
Let the Editor-in-Chief call a meeting
EIC shared her efforts in reaching other core
group members.
The nameplate of the newsletter was coined, and
debated , and validated
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STAGES
STRATEGIES
OUTCOMES
Pre-testing
Interview schedule
The developed newsletter was rated to be highly to be
comprehensive, attractive and accepted.
Survey with the
community
The importance of having a community newsletter was even
more realized
The urge to continue the newslettersurfaced
Suggestions and comments for the improvement of the
newsletter were voiced out
Planning
During this stage, it was perceived to be the most delicate stage of the study.
The actual activities for the creation of the newsletter were mapped out. The participation
of the community in what aspect and depth were highlighted given that they best identify
the problems of their community and the solutions to it as well.
The participation of the people in this stage was deemed to be important because of
the underlying principles of PCA and a community media itself which is highly
participatory. Participation allows the community to come up with one decision that
supports the idea of development. This is supported by Bessete (2004) when he said that
participation has been the central development concept and nearly every one refers to it.
To make the newsletter a community-owned initiative, the participation of the community
was not limited to mere consultation; they became the prime decision makers for the
development of the community media.
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Formation of core group. With the idea of the community as the prime decision
makers and agents of their own development, a core group was formed.
They were the main actors in the decision-making process on the different aspects
of the production of the newsletter.
The group was composed of seven people coming from the different sectors of the
community. Some were seen as the most ideal members of the core group based on personal
individual interview and others were highly recommended by their colleagues.
They were either chairman or an active member on the sector they represent. In the
case of the barangay officials sector, the barangay secretary was chosen due to the
recommendation of the officials.
They were from the women‟s sector, youth sector, culture sector, from the barangay
officials, education sector, health sector and agriculture sector. It is important also to see
to it that each sector can voice out their viewpoint.
This supports the idea of PCA that in soliciting community participation, it must
not be forgotten that the community is a collection of a grouping of individuals and groups
with their own characteristics and own interests.
Before the focus group discussion, the researcher personally approached them
individually and informed that they are chosen to be a part of the core group. The idea of
the study was shared and their role was explained to them. Upon learning that they will
become writers for development as explained to them, they willingly accepted their role as
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core group members. One respondent said that he is willing to learn how to write news
even if he has limited background about it.
In the case of one of the respondents, the researcher was able to speak to the
Women‟s‟ Club during their monthly meeting. The study was shared and she actively
asked questions regarding the study and shared some benefits of having a community media
such as the way of sharing information to the community. Also, she expressed willingness
to learn news writing. Thus, this became the basis of the researcher in making her a member
of the core group.
Figure 4. First Focus Group Discussion with the core group in January 20, 2013 at Jose
Gonzales Elementary School
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Creating a core group is important in development projects as noted by Sidchogan
(2011) to make the production of information materials responsive to the real needs of the
community.
The core group is perceived to mirror the community needs and they can
effectively represent their sectors.
Focus group discussion. A core group meeting was done to discuss the information
needs and the problems faced by their barangay. Also, for their preferences in terms of the
code, treatment and content of the newsletter to be collected.
To enlighten the core group, the researcher asked them first on their perceptions
regarding “Community Media” and “PCA”. One respondent said that community media is
about news. Another respondent said that community media is news about the community.
One also perceived that community media is “pakaistoryaan ti Barangay Bagong” (story
of Barangay Bagong). Their ideas coincide with what Tabing (2000) said that community
media is for, by and of the community. As a supplement, the concepts of community media
and Participatory Communication Approach were discussed briefly by the researcher by
enriching their answers. The researcher explained that her role will just to facilitate them.
The meeting then proceeded to discussing their information needs, their
information sources inside and outside of their barangay, activities, and the problems faced
by the barangay. The core group members answered the questions based on the needs of
their represented sectors. At first, they seemed to be reluctant in answering but at the course
of the discussion, they willingly shared out their concerns.
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Other concerns or problems were openly discussed and were tried to be answered
by concerned core group members. An example is the request of a core group member to
know how the barangay officials allot budget. This was then discussed among the
members. The request was clarified either is it for transparency of records or what. The
member said that she wants to know whether it is okay to sit –in with the officials during
budget allocation.
The representative from the barangay officials answered that members of the
budgetary committee are the only ones allowed to be present during meetings for budget
allocation of the funds of the barangay.
However, the idea of transparency was recognized. Also, touched topics were the
lack of „discipline of the barangay officials‟ during meeting. All core group members
agreed in one solution of having a leadership capability on Parliamentary Procedures in
hope that the barangay officials will gain core values.
This active discussion among them would co-inside with the observation of
Sidchogan (2011) that during consultation, discussion among the members can be
described as rigorous and “eye-opener” for them.
Another issue tackled was the individuality of each organization or sector in the
community. A core group member expressed her sentiment that she is not informed with
the development of other organizations. On the other hand, her sector also suffers from
lack of information dissemination. She cited the example of pupils going out for
competition; the parents do not realize the benefits of activities as such thus leading to lack
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of financial and moral support from them. She then cited that having a community media
will allow the parents to know what these activities can contribute to the development of
their children.
Towards the end of the meeting, the member expressed their qualms about their
capabilities in news writing. Most of the respondent directly asked the researcher if they
will be taught to write news. The researcher explained that they will undergo capability
building activities on basic news writing.
The researcher then let the members set a date for them to meet together. The core
group agreed to meet the following week on the same day (Sunday) as this was all their
free day.
At the end, all core group members were able to grasp the idea and benefit of having
a community media.
One core group member asked “adangataba kaya itirumwar nga kastoy,
newsletter?”(Will there be really a newsletter?). Another core group member answered her
with a “Yes”.
The session was ended with a prayer asking for wisdom that as chosen core group
members, they should take the responsibility entrusted to them.
Capability building activities. The core group decided to meet for the training and
workshop in Basic Journalism. However, during the scheduled training, only one
respondent was able to come on time. Two core group members came in late. Other
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members were not able to attend due to different reasons such as sudden sickness,
miscommunication or simply forgotten.
One core group member informed during the previous meeting that she will not be
able to attend due to prior scheduled meeting but she committed to catch up with the
discussion. To address the problem, the researcher conducted individual consultation with
the other core group members.
One member willingly went to the housing station of the researcher and requested
to have the training on the night of the same date.
The lecture comprised the discussion of basic news writing and they were tasked to
write a simple news article regarding the lecture-workshop.
Also, the researcher invited a staff member of one of the publication in her school
to discuss to them about feature writing.
On the workshop, one respondent said that “Narigat, masapul nga ipampamaysa.
Ngem mabalin. Ag binaliktad lang ti details. Narigat ti mang form iti storya” (it is hard, it
needs concentration. Details do not come in order. It is hard to form a story).
Still, they were able to start writing a news article.
The actual plan was for the researcher to lecture on headline writing and copy
editing marks but due to time constrain, the researcher just furnished them a copy on basic
lay-outing, copy editing marks, and headline writing. Throughout the course of the news
writing, the lessons on headline writing and copy editing marks were integrated.
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Figure 5. Individual Consultation with some core group members who willingly went to
the housing station of the researcher
Production of the Newsletter
During this stage, the researcher helped in writing, editing and lay-outing of the
newsletter as the core group is not yet fully equipped with the technical skills in producing
the newsletter. However, the idea of having an Editorial Board was already introduced. On
the other hand, to maintain the idea of PCA the participation of the community was still
highly sought through constant core group gathering and the researcher having individual
meetings with each member of the core group.
The different parts of the newsletter were accomplished part by part by the core
group.
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Nameplate. After the Basic News Writing Training and Workshop, the three present
members of the core group discussed the nameplate of their publication. The researcher
cited an example of a name plate such as „Sey-ang‟ (Sunrise).
The members considered the suggestions and discussed it. According to them,
„Sey-ang‟ is associated with the culture of Bagong which is “mansey-ang” or basking in
the early sunrays. “No en bey-angsigget, maulnongirajen man sey-ang, jet era
mansheshenamag”(when the sun rises, people are gathered to bask on its rays and they
share news).
Also, they said that “Badonsigget, Badonshamag”(new sunrise, new news). One
member explained that, every morning as the sun rises, it represents new events.
Symbolically, one member said that the sunrise symbolizes life.
The term „Sey-ang‟ for sunrise turned out to be debatable when the other members
of the core group were consulted.
Sonia Pisda, the EIC, from the education sector commented that the idea of
„sunrise‟ is good because it has an explanation but it has to be validated.
During the Brigada Eskwela of Jose Gonzales Elementary School, the researcher
and two members of the core group asked members of the community if the term „seyang‟
is used for sunrise.
The community members validated that the term „sey-ang‟ is indeed used for
sunrise. They have argued but came to the decision that “Manseyang” means to bask in
the sunrays; “man bey-ang e sigget” means the sun is rising and “sey-ang” means
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sunrise.
Regarding the spelling, they have opted for „Sey-ang‟ although the Dictionary of
Ibaloy noted „Siyang‟. The community members explained that it is how the iBagong
pronounce and spell it.
Though validated, the members are yet to agree all, whether to adapt it or not as the
nameplate of the newsletter, which led to the second core group meeting.
A core group meeting was again scheduled by the members themselves.
With the agenda of plotting beats, tentative date of publication and finalization of
the nameplate, Editor-in-Chief called for and facilitated the meeting. Five core group
members were present. One of the absent core group member was presiding over a meeting
while the other one was on duty.
The first agenda was the finalization of the nameplate. MissPisda explained that the
term „Sey-ang‟ can be used because the core group is going to let others know the truth.
According to her, it is the symbolic meaning of the term.
Another core group member added to the symbolic meaning that „sey-ang‟
(sunrise) fuels the plants to grow. “It will urge the people to write. Ito na ang araw, ada
metten iti involvement iti tat-tao” (here is the sun; there will also be involvement of the
people).
With these explanations and denoted meanings of „Sey-ang‟, the core group saw
the newsletter as a means to urge involvement from the community.
„Sey-ang‟ then transpired to become the nameplate of the publication.
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As for the explanation of why they chose „Sey-ang‟, the members of the core group
met again to coin one. The statement below is found on the second page of the newsletter
as the explanation of Sey-ang.
“Sey-ang is an Ibaloy term which means sunrise. The staff believesthat Sey-
ang is an avenue to shed light, tell events and know the truth that motivate people
towards development”.
A core group member commented that the explanation is good. For additional
explanation, he said “the shed light ket amo tayun, inpakaamo tayun, haan tayo lang nga
nalawlawagan, haan tayo lang nga ibaga, ipakaamo no diket mapagunay ti tat-tao para
iti masakbayan. Gapu ta iti sey-ang ket agrotate, irotate tayu met bababa-en daytoy nga
publication iti dam damag” ( the term shed light means we already know, we have shared
to them also, we are not just enlightened, we will not just tell but to motivate people for the
future. Because sunrise rotates, we rotate news also through this publication).
In addition to the meaning of shed light according to another member of the core
group is to enlighten the people about the truth. It gives answer to the questions or queries
of the constituents. To shed light is to give them information, or the knowledge.
An example cited by a core group member is like why the Barangay Officials
have certain kind of events.
With regard to „Sey-ang‟ as a publication, one member said that through
information that are shared, people will have an inkling on what are the right thing to do
because news does not always present good things, they also contain bad ones. Through
this, the community will now have confidence to discuss and deal with the social issues of
their community.
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Beats. Topics were assigned to each member of the group. No definite issues were
assigned, it was agreed that every core group member will write a specified number of
articles about the sector they represent.
A core group member will not be around for the whole week but has committed to
send her article through the public utility jeepney. With these, the researcher saw the
members developing a sense of responsibility towards the production of the newsletter.
Through the course of writing news articles, the article on the farmers and coop was
not finished by the writer due to hectic schedule and sickness. However, during individual
meeting with him, he expressed his willingness to write should there be a second issue of
Sey-ang since he started writing it already.
Also, the one who shifted to English as a medium expressed that he patterned it to
a copy of 4P‟s but he is not hard up in writing Ilokano. If ever this newsletter will continue,
he committed to useIbaloy or Ilokano because he stated the situation of Bagong wherein
there are those who were not able to go to school but can read. According to him, it is for
them to understand what is written.
After the assignment of beats, they plotted a tentative date of the first publication.
Content of the newsletter focused on the pressing problems and issues inside the Barangay
and their current and upcoming activities.
Articles. With the idea of Editorial Board introduced to them, the core group was
advised to follow how the articles should flow. It should be edited by the News Editor first,
then the Associate Editor to the Editor-in-Chief. It was agreed that the last one to edit their
articles would be the researcher.
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The articles were received by the researcher two weeks after the meeting.
Eight articles were written as straight news, three articles were written as news
features. Photos were taken by the researcher, one contributor and two core group
members.
Table 6. Summary of the content of the newsletter
TOPICS
FREQUENCY
Activities of the school (JGES)
2
Activities and issues of youth
2
Understanding the history of Bagong
1
Health
1
Development of the road
2
Upcoming Activities for the barangay
2
Senior
citizens
club and Women‟s
1
Organization
Picture Collage about Bagong
1
TOTAL
12
Layout. As the core group was not yet fully equipped in the art of lay-outing, the
researcher acted as the lay-out artist. The program used for the newsletter was Microsoft
Power Point with the considered advantage of the program as „what you see is what you
get‟. On the actual lay-out in the screen of the program, it will be exactly printed as what
is viewed.
The article coming from the barangay sector was suggested by the EIC to become
the front page because according to her, it shows big development.
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She cited that when people hear the word “Bagong”, the people would always say
“ay, awan iti kalsada ijay”(there is no road there).
In the printed newsletter, the researcher considered the suggestion and lay-out the
article in the front page.
All in all, there were eight pages of the newsletter; the back page was a collage of
the different places in Bagong
Pre-testing of the Newsletter
Pre- testing was done to collect suggestions for the improvement of the newsletter
from the community to make it more „of the community‟ and to see immediate reactions
of the community towards it. The newsletter was evaluated by the community through its
comprehensibility, acceptability, attractiveness and sustainability.
Comprehensibility. Almost all of the respondents answered that the newsletter was
understandable, the language used was appropriate though written in the English language.
The respondents said that the code used was comprehensible because of the simple terms
used in the articles and the simple construction of the sentences. On the other hand, one
respondent answered that he could not understand some words because he is just an
elementary graduate.
Though the respondents rated the newsletter to be comprehensible even written in
English, most of them suggested the usage of the Ibaloy language in writing the articles
while two others suggested the use of Ilokano.
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Miguel Lauro, Barangay Captain of the community, said that it is better to use
Ibaloy for the children and elders to understand the newsletter. Another respondent
commented that the use of Ibaloy promotes sense of ownership; it is for the people to feel
that the newsletter is for them because it is written in their language.
On the other hand, almost all respondents said that there were no articles which
cannot be understood except for one article identified by a respondent that had incomplete
information.
According to her, the information is incomplete on the issue about the fund source
of the CHARM Project Two found on the front page of the newsletter (Figure7).
When the researcher asked the writer for verification, the writer positively
answered that the questioned information in the article is reliable.
During discussion with a group of youth, one said that he cannot understand the
newsletter but said that “uray haan nga maawatan iti English, mayat tapno maka-adal”
(though I cannot understand English, this is good for us to learn). This statement
corroborates with what Paraguas (2004) said that rural newspaper educates people.
She further noted that in areas where there is high illiteracy rate, newspaper can be
a great factor in helping them read.
Such results imply that although the core group members discussed about the
language used in the newsletter, the decision appeared to be difficult as reflected in the
reactions of the evaluators.
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Acceptability. This was measured through identifying if there were articles which
are irritating or offensive. Almost all of the respondent said that there were no articles
which were irritating or negative, except for one respondent who identified the article on
CHARM Project Two, wherein she found the line „ office of the congressman committed
to provide funds‟ to be irritating. The researcher was not able to clarify why the respondent
said that the line was irritating.
Another parameter used was if the respondents believed in the newsletter and if
they perceived that it was written for them. Almost all of respondent accepted that the
newsletter was written for them and they believe in it. Reasons stated were, all written
topics were all about them, and it was all about their community. As reflected in Table 7,
the topics represented the different sectors in the community.
On the other hand, one respondent does not perceive that the newsletter was written
for her because it was not written in Ibaloy.
She commented that the people of the barangay are Ibaloy and it would be good if
the language used in writing is Ibaloy. This would support the findings of Sidchogan (2011)
that using the dialect of the people make the information material understandable to them.
On respondent who read the article titled “Lauro and Pilay join Volleyball team for
CARAA 2013” as seen in Figure 8 expressed her happiness that she was able to read the
newsletter. She happened to be the mother of one of the students, who were qualified in
the CARAA 2013.
Miguel Lauro also commented on the article regarding the article on the origin of
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Bagong. He said that the true account goes this way
“There was an old woman with a gold bracelet walking with her grandchild
one day; they sat atop the already cracked big rock for the old woman to clean the
child‟s head of lice. Her gold bracelet fell in the crack. With the desire to retrieve
her gold bracelet, she tried to dig on the other side of the rock to separate the other
half of the big rock, but to no avail, she was not able to do it and her gold bracelet
remained in the crack.”
However, the story of the Bakol and the Pakgong is still to be validated as different
versions were heard by the researcher
The topics in the newsletter talked about the development, activities and history of
barangay Bagong. This is true to Tabing‟s (2000) context when he said that community
media is about and for the community.
Results would imply that when topics reflect the events or the people of a
community, the acceptability of a material significantly increases. The acceptability even
extends up to the fact that even there are articles with negative aspects; it does not appear
to be offensive to the readers.
Attractiveness. All the respondents agreed that the newsletter is attractive mostly
because of the pictures, the colors used and the lay-out in general. The John Hopkins
University claims that publications are only effective if it is well designed and produce.
The respondents‟ responses indicate that the newsletter is well designed.
The pictures in the newsletter featured different places in Bagong, the improvement
of the road, the community having meetings and the sceneries of the place.
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For few revisions, one respondent commented on one of the picture used in the
collage. The picture of the sunrise was captioned “sunrise in Mt. Pukgong” but should be
“sunrise in Mt. Tore Tore”. Another respondent commented on the picture used as a
background of the masthead. The picture should not be cropped for the mountainous place
of Bagong to be reflected. The picture features the stretch of Mt. Pukgong to Mt.
Tore-tore, these are the mountains that towers above Barangay Bagong.
Some older respondents commented on the picture of the “Taladang” featured in
the back page of the newsletter (Figure 12). They expressed their amusement and delight
that a „taladang‟ still exists in Bagong and are put in the newsletter. Some are also
curious about it, exclaiming they do not know what it is.
Taladang is tree now scarcely found in Bagong. It is edible by boiling the matured
seed of the tree. Some respondents said that it is similar to the taste of the boiled seed of
the jackfruit.
Other respondents regarded the newsletter as „mayat nga mabuybuya‟ (good one
to be viewed). Other respondents quipped that their place is beautiful when in pictures.
Some respondents were also surprised with the picture of the Mayor Sablan dancing
as featured on the front page of the newsletter. It can be noted that they do not know that
the mayor visited their place during the celebration of the feast of the community‟s
Catholic Church, though they expressed their delight with the information.
Majority of the respondents also regarded the nameplate to be catchy. They
commented that it has a meaning; it arouses curiosity and brings out interest.
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One said that it is meaningful to them; it is an association of ethnicity. A
respondent shared a story that elders in the community would advise mothers to bring
their child out during morning to bask in the sunrays and gather vitamins.
Figure 6. Photo which was used as background of the nameplate
Another respondent commented the term „sey-ang‟ as the Ibaloy of sunrise. She
shared that she asked one elder of the community and validated that „sey-ang‟ really
means sunrises.
This occurrence of voicing out their thoughts proves that newsletter does connect
with the people. They were able to associate with content of the publication.
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This proves the statement of the respondents that they believe the newsletter is
written for them because it talks about their way of life.
Sustainability. All respondents answered positively when asked if they would like
the newsletter to be continued.
They want the continuity of the newsletter since it is a way of information sharing.
Also, it will serve as their source of information about their barangay, the development
happening in their community, the activities, updates and as a reenforcement of history.
One respondent said that through having the newsletter, the next generation could
be informed of what happened today (history of Bagong). Ongkiko and Flor (2003) noted
that one advantage of print media is that articles can be shared or kept as reference
materials.
It is interesting to note that one prominent reason why the respondent wanted the
sustainability of the newsletter is for them to be guided and updated regarding the
improvements of their community. One respondent said that the people need to know what
they need to know; this would imply the desire of the people to be informed about what is
going on in their community.
On the side of the barangay officials, Miguel Lauro expressed that the core group
are welcome to present their plan during the Barangay Meeting for the Barangay Council
to adapt the publication as their official newsletter. It is noted that the idea of presenting
this plan as agreed upon by the core group will be done after the newsletter had been
produced already.
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On the other hand, Lavi Pistula, Head Teacher of JGES committed to continue the
publication if the Barangay Council will not adapt it.
“If the Barangay Council will not continue it, we will be the one to continue it
(education sector). It will become a general newsletter; we will make it as a partnership
between the school and the community. On our side, it is for the development of the
children and teachers. For the community, it is an aid in informing the community and
outside of the community as well.”
These responses from the respondents imply that they were able to realize the
importance of having a newsletter. The importance of knowing right information is
essential as Kamba (2009) points out that information, when properly articulated facilitates
awareness and empowerment. Also, Ongkiko and Flor (2003) believe that printed
newspapers are influential in creating awareness and mobilizing public opinion.
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Figure 7. Front Page of the newsletter
Figure 8. Inside page of the newsletter (second page)
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Figure 9. Inside page of the newsletter (third page)
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Figure 10. Inside page of the newsletter (Fourth page)
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Figure 11. Inside page of the newsletter (fifth page)
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Figure 12. Inside page of the newsletter (sixth page)
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Figure 13. Inside Page (seventh page)
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View of the Sixsitios of Bagong
TaladangFruits ,now scarcely found in Bagong
View of Mt. Pukgong in Bagong
Sunrise viewed in Bagong
Figure 14. Back Page Perceived Importance of the Newsletter
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The perceived importance of the newsletter was collected during the pre-testing of
the newsletter. Community perception ranges from satisfying personal information needs
and of what the community‟s need.
Perceived importance to personal information needs. The respondents saw that the
newsletter can give them information about their barangay. One respondent specifically
said that it guides her to know more information on the improvement of their barangay.
Also, for them the newsletter does not only give them information but also it is an avenue
for learning and entertainment. One respondent also said that the newsletter will serve as
his remembrance, especially on the article of the history of Bagong.
The newsletter is also viewed to promote self-development on the side of the
writers.
Perceived importance such as these prove that they immediately recognized its
importance.
Perceived importance to community‟s need. On the other hand, the respondent saw
the newsletter as way to encourage cooperation from the community. One respondent said
that “for more information, others that are not participating in any activities will be
encouraged as they read what and how the programs and projects are being implemented”.
Also, it promotes assurance that projects of the government will now be
implemented. “Awan ti newspaper ditoy, idi daytoy en tapno maamwan iti mangmangyari
ditoy, no estorya lang gamin ada ti kurang or sobra na. Ngem no kastoy, accurate diyay ta
haan mo maikarga no haan nga agpayso” (there is no newspaper here; this is a way for us
to know what is happening here. If words of mouth only, there‟s a tendency that it‟s either
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insufficient or there are added details. But if it is written here, it is accurate because it will
not be included if it is not true).
They see the newsletter as assurance for development. One respondent specifically
said that “hota CHARMP II, metudoy da ah ta wara met da shiyay”
(referring to the article „CHARMP Helps Concrete Doyut-Bagong Road‟) (the CHARMP
II will now be pushed through because it is already here).
A core group member stressed that having a newsletter will allow people to become
socially aware of the things that are happening in their society. Also, information shared
will make them competent through which they will be able to understand the angle of
societal matters.
In support to this statement of the core group, one respondent from the community
said that the newsletter is good because all good issues were included especially the
improvement of the road.
In a nutshell, the community acknowledged the value of having a newsletter as it
gives right information, it is a source of information, assures community development,
promotes cooperation and it allows self-development for the writers.
Bang-git (2011) proved this right when she said that Community media can be an
effective form of information dissemination as one of its responsibilities is to disseminate
information needed by the community
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Answers were mostly focused on how the newsletter could be a conduit for the flow
of information.
The community was able to recognize the importance of knowing right information.
Kamba (2009) noted that convincing rural communities on the importance of information
will result in accepting information as a key for development.
It is in this light that the newsletter as a way of disseminating information was able
to incite the community on the idea of knowing right information as a tool for development.
Challenges Encountered and Insights Learned
Challenges are deemed important for leanings. Throughout the course of producing
the newsletter using PCA, challenges encountered by the core group were noted, also their
insights.
Planning. On the planning stage of the development of the community media, the
main challenge encountered was finding a common time for the entire core group to meet.
During the span of the study, the Barangay has many lined up activities. Most of the core
group members are active constituents of Bagong. Only the first core group meeting was
well attended. On the subsequent meetings, two to three core group members were not able
to attend.
Production. During the production process of the newsletter, one challenge encountered
is the activities of the core group members. Being the chairman or active members of their
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organizations, they have lined up activities for the month. Scheduled meetings of the core
group are sometimes in contrast of their available time.
Another challenge is on the technical aspect of the production of the newsletter.
Being new on the principles of news writing though they underwent a lecture-workshop in
basic news writing, the core group members admitted that they were hard up in writing
news. However, with this, they were motivated to induce self-learning.
Mr. Paul Dio-al admitted that writing is a tedious task. However, in writing, he
learned, it represents who you are; he became careful in writing, the way he deliver
information. According to him, it is challenging because it helps him in becoming cautious
in writing.
A core group member said that through this, he was motivated to read more,
“Through this, I was able to read the history of Sablan and Bagong which I never read.”
Another is, during the production stage of the newsletter, all articles were written
in English.by the core group members. The decision to use the combination of
EnglishIbaloy- Ilokano during the FGD was not carried out.
Two of the core group members who started to use Ilokano as their medium were
not able to make it, one shifted to English while the other one was not able to finish his
article due to hectic schedule and sickness.
The member who started using Iloko who shifted explained he patterned his article
to a 4P‟s copy but if this publication will be continued, he committed to use Ibaloy or
Ilokano. The explanation for this occurrence according to some members of the core group
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is expected readers are a mixture of different races. Core group members want to ensure
that readers will understand their publication.
Pre-testing. On this stage of the study, the challenge met were the availability of
the community for key interviews. With farming as the main source of livelihood, they
would go out early and return home late.
However, along with this challenges are insights learned by the core group
members.
A core group member who represents the education sector said that “On my part I
have hectic schedule, I learned the lesson of time management. Then the importance of the
dictionary, I learned how to browse them again. Also, before I think more on of the
activities of the school. But when this came, I realized how about other organizations?
With the core group I learned information from them”
The core group member for the youth sector said that “I want change, I want to
shed light. That is why I want this newsletter to be adopted as the official publication of the
Barangay to be published quarterly.” This statement was supported by other core
group members.
One core group member claimed that through participating, she was able to hone
her writing skills, and expressed her hope that all issues of her barangay will come out.
PCA is time consuming but in return, it facilitates self-involvement and
development of the participating stakeholders.
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These responses from the core group agree with the implementation stage of the
Participatory Development Project as noted by Mefalopulos & Tufte (2009) that
participation at this stage increases commitment, relevance and sustainability.
Challenges perceived by the researcher. On the other hand, the researcher noted
several challenges in using PCA as a framework in inspiring the community to participate
in the establishment of the newsletter. Although the core group represented the different
sectors of the community, it does not hold full assurance that their needs, their preferences
could fully reflect what the community needs and prefer in the code, content and treatment
of the newsletter.
Also, some respondents saw the core group consultations as a way of voicing out
their concerns which does not, in a way connected to the objectives of the study.
Further, the researcher had observed that the lingering internal issues of the core
group members with each other in a way affected their decisions and inputs during core
group consultations.
It is in this light that in core group formation, one challenge in PCA framework is
work is selecting the right people who can affectively represent their sector. One factor that
can be considered in core group formation is the characteristics and expertise of the targeted
members.
These challenges paved a way for the researcher to better understand the idea of
PCA as a communication framework in bringing about desired participation from the
community.
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SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study in general aimed to establish a community media in Bagong, Sablan Benguet.
Specifically, it aimed to determine the information needs of the iBagong; determine their
preferred community media, determine their preferences in terms of code; treatment and
content, determine the perceived importance of the community media; determine the
challenges encountered in the production of community media and document the
production process of the community media.
The study was conducted in Bagong, Sablan, Benguet from January 2013 to February
2013. The respondents are the residents of Bagong, they came from two stages, a core
group of seven members who are the prime decision makers for the community media and
50 respondents from the community who pre-tested the publication.
The data were gathered through Focus Group Discussion (FGD), interview
schedule, survey and community discussions.
The data gathered were consolidated, tabulated using descriptive analysis, percentages and
were discussed in narrative forms.
Based on the results, the information needs of the community identified were on
the pros and cons of R.H bill, about organic farming, the activities of the school, ethics of
legislation, parliamentary procedures, due process for senior citizens to avail discount in
BENECO Bill, process in the COOP-Benguet membership. The information
Crafting Avenue for Locals‟ Voices: Participatory Communication Approach in Producing
Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
dissemination on the specified depth of open pit, proper waste segregation, the native
dances and how to play the instrument and the curfew on the selling of liquors is needed.
On the preference on the community media, print media surfaced. The treatment would be
newsletter as this according to them is not too expensive, not time consuming and easy to
produce. For the code of the newsletter, the core group preferred to the use of English-
Ilokano-Ibaloy combination of languages. The core group wanted to assure that all the
readers will understand their publication. However, on the actual printed newsletter, no
articles were written in Ibaloy or Ilokano.
For the content, the identified problems and information needs became the basis
of the core group in writing their articles.
The perceived importance of the community media are; it is a source of
information, it is an avenue for sharing information, it fosters cooperation, promotes
selfdevelopment and motivates people towards development.
Using Participatory Communication Approach in establishing the community media, it
followed the stages of planning, production and pre-testing of the newsletter. Selected
respondents positively accepted being a part of the core group. Commitment for the
sustainability of the newsletter surfaced. Also, it allows the participating stakeholders to
saw the newsletter as a tool forself-development.
On the pre-testing of the newsletter, the newsletter was rated to be
comprehensible, acceptable, and attractive and is in for sustainability. Suggestions for the
improvement of the newsletter was also voiced out, a few revisions on the pictures and lay-
out.
Crafting Avenue for Locals‟ Voices: Participatory Communication Approach in Producing
Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
Conclusions
Based on the results, these conclusions were drawn:
1. The people in rural communities, such as Bagong, are capable of determining their
information needs and in developing a channel to address these.
2. The people of Bagong recognized the idea of having a community media as a
channel for development.
3. Allowing the community to become a part of decision making process
promotessense of ownership and responsibility.
4. There is a need for an expert to conduct training and to assist in technical skills for
the enhancement of the capabilities of the writers of a community.
5. PCA facilitates commitment and self-involvement all throughout the process of
producing a community newsletter.
6. PCA, as an approach, can let people realize their potentials in producing a
community newsletter.
Recommendations
Based on the conclusions, these are the recommendations of the study;
1. The researcher recommends the continuation of the publication, and the adaptation
of the newsletter as the official publication of Barangay Bagong.
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2. The researcher recommends the use of the Ibaloy language should the newsletter
be continued.
3. PCA is suggested to be used in the development of newsletter in any rural
community.
4. The Barangay Council of Bagong may also consider the hiring of a
communication specialist that will oversee the continuation of the newsletter.
5. They may also consider constant monitoring and evaluation of the newsletter for
its sustainability.
6. The community may also open the production of the newsletter to extension
projects of the Development Communication students of Benguet State University.
7. The researcher recommends additional capability building activities for the writers
of the Sey-ang.
8. The researcher recommends that in using PCA as an approach, the facilitator must
see to it that the decisions during core group meetings should be carried out. Figure 15
shows the proposed model for community newsletter establishment using PCA as a
framework.
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PLANNING
Conduct a community needs assessment survey
Create core group
- Members should represent the sectors of the community
- Should be committed to the project
Community consultation should be done to generate ideas on their
preference in code, treatment and content
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PRODUCTION
Conduct Capabilit y building activities for the core group
Constant core gro
up meeting to ensure decisions are
implemented
Conduct Community consultations to encourage
collective decisions on uncertain information
PRE -
TESTING
Internal evaluation of the core group should be don
e to ensure validity
of information
Community discussion or focus group discussion should be done to
solicit ideas for the improvement of the media
- Different sectors of the community should be well represented
Figure 15. Proposed framework in community newsletter development
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LITERATURE CITED
ANONYMOUS,
N.D.
Retrieved
January
9,
2013
from
http://www.iva.dk/bh/Core%20Concepts%20in%20LIS/articles%20az/informatio
n_need. html.
BANG-NGIT, Z.C. 2011. Utilization of Community Media in the Dissemination of
Local Ordinances in Bontoc, Mountain Province. BS Thesis. Benguet State University.
P. 6-7.
BERGER, G. 1996. What is Community Media? Paper delivered at a Community Voices
Conference, Media Institute of Southern Africa. Club Mangochi, Malawi.
Revised
October 24, 1996.
BESSETTE, G. 2004. Involving the Community.A Guide to Participatory Development
Communication.International Development Research Center.
BRAID, F.R. 1993.Social Responsibility in Communication Media. Katha Publishing
Co,.Inc. Quezon City. P. 45-50.
JOHN HOPKINS UNIVERSITY, 1997.Pros and Cons of Different Media, Materials, and
Techniques for Communication Support. Hand out for Strategic Communication for
Family Health Training.
GENILO, J.W. 2004. Community- Based Communication: A New Approach to
Development Communication. Great Books Publishing. Quezon City.
KAMBA, M. A. 2009. Access to Information: The Dilemma for Rural Community
Development in Africa. Bayero University Kano, Nigeria. Retrieved August
17,2012.
MEFALOPULOS, P. & TUFTE, T. 2009.Participatory Communication A Practical
Guide .World Bank Working Paper No.170. Retrieved September 30 from
2012http://siteresources.worldbank.org/EXTDEVCOMMENG/Resources/Particip
atorycommunication.pdf.
MIRANDA, S.V. & TARAPANOFF, K.M.A. (2007). Information Needs and
Information competencies: A Case Study of the Off-site Supervision of Financial
Institutions in Brazil. Information Research, 13(2) paper 344. Retrieved January 9, 2013
from http://InformationR.net/ir/13 2/paper344.html.
NOMBUSO. 2007. Theory and Practice of Participatory Communication. Retrieved
September 30.2012 from http://www.comminit.com/africa/content/theory and-practice-
participatory-communication.
Crafting Avenue for Locals‟ Voices: Participatory Communication Approach in Producing
Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
OPUBOR, A. E. 2000. "If Community Media Is the Answer, What is the
Question?"Promoting Community Media in Africa. Ed. S.T. Kwame Boafo. Paris:
UNESCO, 2000. 11- Retrieved December 5, 2012from
.unesdoc.unesco.org/images/.../187739e.pdf.
ONGKIKO, I. V. C. & FLOR. A.G. 2003.Introduction to Development Communication.
Los Banos , Laguna, Philippines.
PARAGUAS, M. 2004. Profile of Kadaclan News Organ.BS.Thesis.Benguet State
University.
SIDCHOGAN, C.G. 2011. I-Fiallig in the Media Production Room: Participatory
Communication Approach in Developing Information Materials for the Ecotourism
Program of Barlig, Mt. Province. Ms. Thesis. Benguet State University.
TABING, L. 2000. The Development of Community in South- East Asia.Tambuli Project.
Quezon City, Philippines. Chapter 5.
Crafting Avenue for Locals‟ Voices: Participatory Communication Approach in Producing
Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
MARIE FE B. WANCE, APRIL 2013.Crafting Avenue for Locals‟ Voices:
Participatory Communication Approach in Producing Community Media of Bagong,
Sablan, Benguet.Benguet State University, La Trinidad, Benguet.
Adviser: Christine Grace B. Sidchogan, MDC
ABSTRACT
The study in general established a community media in Bagong, SablanBenguet.
Specifically, it determined the information needs of the iBagong; determined their
preferred community media, determined their preferences in terms of code; treatment and
content, determined the perceived importance of the community media; determined the
challenges encountered in the production of community media and documented the
production process of the community media.
Results showed that the information needs of the community were on R.H bill,
organic farming, activities of the school, ethics of legislation, parliamentary procedures,
due process for senior citizens to avail discount in BENECO Bill, and process in the
COOP-Benguet membership. The information dissemination on the specified depth of
open pit, proper waste segregation, the native dances and how to play the instrument and
the curfew on the selling of liquors were needed.
Crafting Avenue for Locals‟ Voices: Participatory Communication Approach in Producing
Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
On the preference on the community media, print media surfaced. The treatment was
newsletter, according to the respondents, it is not too expensive, not time consuming and
easy to produce.
For the code of the newsletter, the core group preferred the use of EnglishIlokano-
Ibaloy combination of languages. However, on the actual printed newsletter, no articles
were written in Ibaloy or Ilokano.
For the content, the identified problems and information needs became the basis of the
core group in writing their articles.
The perceived importance of the community media were; it is a source of
information, it is an avenue for sharing information, it fosters cooperation, promotes self -
development and motivates people towards development.
Using Participatory Communication Approach in establishing the community media, it
followed the stages of planning, production and pre-testing of the newsletter. Selected
respondents positively accepted being a part of the core group. Commitment for the
sustainability of the newsletter surfaced. Also, it allowed the participating stakeholders to
see the newsletter as a tool for self-development.
The produced newsletter has a nameplate of „Sey-ang‟; it has a size of 8.5 inches by 11
inches and has eight pages. On the pre-testing of the newsletter, the newsletter was rated
to be comprehensible, acceptable, and attractive and is in for sustainability.
The study recommends the continuity of the newsletter with continuous monitoring of the
output for sustainability.
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Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
INTRODUCTION
Rationale
Information plays an essential role in every aspect of living for it has the ability to
empower and mobilize people in achieving development.
Kamba (2009) points out that information, when properly articulated, does not only
expand the possibilities of social; political, educational, development but also facilitates
awareness and empowerment. An informed citizen can intelligently decide for his own
well being and can wisely participate in decision making concerning the development of
his community.
Also, the communities are now slowly recognized as agents of their own
development. Their participation is now being recognized to be a major factor influencing
the achievement of development (Sidchogan, 2011).
The tri-media, audio-visual (television), audio (broadcast) and visual (print) is
important in information dissemination. They inform people about almost everything,
current issues on health, politics, education, environment and economics. Media is a vessel
of valuable information that affects people‟s living.
Barangay Bagong in Sablanis a rural area where there is a difficulty in accessing
and disseminating information due to its geographical situation and economic status.
Bagong is the northernmost and most isolated barangay of the Municipality of Sablan. On
the other hand, Sablan is identified by the Department of Social Welfare and
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Development Office as one of the poorest municipalities of Benguet. During a preliminary
visit in the community, several people of Bagong have recognized the importance of having
a community- based media as this according to themdoes not only allow them to have
access on information outside their community but also within their community.
Lavi Pistula, Head Teacher of Jose Gonzales Elementary School, said during an
interview that having a community media will give the community a chance to voice out
issues and opportunities occurring in their community. Also, she said that there is a need
to address the communication gap between the officials and the community. For one,
decisions made during Barangay meetings rarely reach the community members.
This was supported by Paul Dio-al, the Barangay Secretary, as he admits that there
is indeed a communication barrier between the officials and the constituents. There is a
growing concern about the flow of information within the community; consequently
leading to lack of participation from the communities.
Moreover, Miguel Lauro, Barangay Captain of Bagong supports the initiative of
establishing a communication facility. He believes that this will allow other people outside
Bagong to know what is happening in the community.
This dearth of information then sometimes leads to their voices unheard and needs
unaddressed. This situation then further emphasizes the importance of community media.
This media is being explored because of its potential to fill the gaps in the mass
media system, the inability of the mass media to include and address the information needs
of the rural communities. Community-based media are the ones dealing with local
happenings.
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Community media as defined by Tabing (2000) is a communication facility that is
in the community, for the community, about the community, and by the community. It is
highly participatory. It involves the communities in the planning, producing and evaluating
the messages.
When the community is well informed, there is community participation. As
Paraguas (2004) puts it, with proper rural communication, rural people are informed about
the activities and issues in their surroundings, allowing them not only of the knowledge
but also participation. A well informed individual can judiciously participate in the
development process of his community.
These responses and observations prompted the study to come up with a
community media that will not only inform the community but also emphasize
participation of the stakeholders in the production of the community media by letting them
decide on the treatment, content and code of the media based on what they prefer.
Sidchogan (2011) recommends that in response to the changing community
participation sphere, Participatory Communication Approach (PCA) should be considered
in coming up with communication initiatives rooted in rural communities.
PCA as defined by Bessete (2004) is the use of communication to facilitate
community participation in development initiative. It does not just inform or persuade
people to change their behavior but focuses on facilitating communication between
stakeholders to address a common problem.
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In this study where PCA wasused, the community was involved in the planning,
production and pre-testing of the community media.
As stated by Sidchogan (2011), information materials produced through PCA are
more likely to be comprehensible, attractive, accurate, and persuasive and can promote
self-involvement.
It would be interesting to use PCA in establishing a community media and note
the results. Also, the experience of Bagong people with the production of community
media employing this approach will be documented.
Statement of the Problem
The study specifically answered the following:
1.
What are the information needs of the iBagong?
2.
What community media does the community prefer?
3.
What are the preferences of the respondents on the nature of the
community media in terms of content, code and treatment?
4.
What are the perceived importanceof the identified community
media?
5.
What are the challenges in the production of the community media?
6.
How will the residents ofBagong take the production of community
media using PCA?
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Objectives of the Study
Having the general objective of developing a community media with in Bagong,
Sablan, Benguet the study attained the following objectives:
1.
determined the information needs of the iBagong;
2.
determined the preferred community media of the iBagong;
3.
determined their preferences on the nature of the media in terms of
content, code and treatment;
4.
determined the perceived importance of the community media;
5.
determinedthe challenges encountered in the production of
community media;
6.
established a community media; and,
7.
documented the production process of the community media.
Importance of the Study
The study is hoped to be an avenue for the establishment of a sustainable
community media that may supply appropriate information and may create a proper
community communication.
This study also hopes to bridge a little closer the information divide between the
rural and urban areas.
For the stakeholders, they were able to appreciate the value of knowing appropriate
information and that their participation is an important factor for development.
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Also, they may realizeand appreciate that their active participation in planning,
production and evaluation is important. The insights learned from this study may fuel and
motivate the participating stakeholders to support and participate in any other development
programs of their barangay.
Moreover, the result of the study could also serve as a reference to other researchers
and students who aspire to embark on further conducting researches related to the topic
Scope and Limitation of the Study
Given the limited resources, the study focused only in the establishment and
pretesting of the identified community media, which is newsletter; any succeeding issues
of it is no longer part of the study.
The participation of the community was on the planning, production and evaluation
of the community media.
In the production, the researcher helped in writing and editing articles. In like
manner, the researcher helped in lay-outing the newsletter as the community is not yet
equipped with the technical skills.
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REVIEW OF LITERATURE
Information Needs Defined
Information need is a state or process started when one perceives that there is a gap
between the information and knowledge available to solve a problem and the actual
solution of the problem (Miranda &Tarapanoff, 2007).
On the other hand, information needs are perceived to be related to problems and
an important issue is how problems are understood, delimited and formulated
(Anonymous,n.d.).
Information search and use processes define information needs. They are built
cognitively and emotionally and also on situational and dynamic forms. Information use
depends on the individual evaluation of the cognitive and emotional relevance of the
information received. It also depends on the appropriated information to solve a certain
problematic situation. The construction of information is linked to the social and
organizational world in which the user exists. These structures form the conditions that
give rise to the need for information. Information needs is determined by: 1) the perception
of knowledge gaps (and/or capability gaps) to make sense of the problems to solve or the
tasks to perform; 2) the inherent emotional factors linked to the uncertainty, stress level
and existing difficulty when noticing those gaps; and 3) the situational factors linked to
particular contexts and specific experiences (Wilson 1981, 2000, 2002 and Choo 2003,
2006) as cited by (Miranda &Tarapanoff, 2007).
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Participatory Communication Approach
Communication is said to be the societal glue that holds a community in a knit. It
also plays an imperative function in promoting development to people. But communication
alone cannot solve development problem, participation of the people is essential.
Participatory communication is a term that denotes the theory and practices of
communication used to involve people in the decision-making of the development process.
It intends to return to the roots of its meaning (Nombuso, 2007).
Now, involving the communities in development programs and projects are now
being recognized as an important methodology to achieve the full meaning of community
development. Braid (1993) notes that active participation implies the right to participate in
decisions on the contents and nature of the messages, and to influence decisions regarding
policies. It is believed that communities can best identify their needs and their participation
is now acknowledged to be essential.
Servaes (1996) as cited by Sidchogan (2011) defines Participatory Communication
Approach as an approach that emphasizes a more user and bottom-up orientation in order
to involve people in the decision-making process. Moreover, Genilo (2004) cited that in
participatory approach, the beneficiaries of development projects must be involved in
making the messages of communication materials and should be given access to modern
communication media. This way, development communication becomes more effective
because the “sender” is also the “receiver”.
Bessete (2004) defined the concept as:
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“A planned activity, based on the one hand on participatory processes, and on the
other hand on media and interpersonal communication, which facilitates a dialogue among
different stakeholders, around a common development problem or goal, with the objective
of developing and implementing a set of activities to contribute to it solicitation, or its
realization, and which supports and accompanies this initiative.”
Further, Bessete (2004) said that PCA is the use of communication to facilitate
community participation in a development initiative. This is an approach that wants to
solicit participation from the community. On the other hand, Mefalopulos & Tufte (2009)
described participation as a principle in development with support coming from many
different stakeholders: governments, donors, civil society, and ordinary citizens.
Development projects abound worldwide and scholars and practitioners alike view
PCA as a tool for successful development projects. Mefalopulos & Tufte (2009) suggested
that there are four stages for Participatory Development Project
Research stage. This is where the development problem is accurately defined. All
relevant stakeholders can be involved in this process. The research around the development
problem can include studying previous experiences, individual 6 World Bank Working
Paper and community knowledge and attitudes, existing policies and other relevant
contextual information related to socio-economic conditions, culture, spirituality, gender.
Design stage. This stage defines the actual activities. A participatory approach
helps to secure the ownership and commitment of the communities involved. Active
participation by local citizens and other stakeholders aims to enhance both the quality and
relevance of the suggested interventions.
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Implementation stage. The planned intervention is implemented. Participation at
this stage increases commitment, relevance and sustainability.
Evaluation stage. This stage of participation ensures that the most significant
changes are voiced, brought to common attention and assessed. For a meaningful
evaluation, indicators and measurements should be defined in a participatory process at the
very beginning of the initiative involving all relevant stakeholders.
Mefalopulos & Tufte (2009) believed that these divisions facilitate assessment of
when and to what degree a participatory approach is relevant.
Community Media
Community media is a media for, by and of the community. Tabing (2000) defines
community media as a communication facility that is in the community, for the community,
about the community, and by the community. He specified characteristics of a community
media as follows: owned and controlled by the people in the community; small and low-
cost; provides interactive two-way communication; non-profit and autonomous; non-
commercial; have limited coverage; utilizes indigenous materials and resources; reflects
community needs and interest; and supports community development with a large part of
the programme and content.
Community media according to Bang-ngit (2011) are popularly known as media
located in the community, usually serving the needs and interest of people within the
locality.
Berger (1996) cited that The South Africa‟s National Community Media Forum
(NCMF) considers media as a tool to encounter propaganda, inform, mobilize and educate
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the masses about their rights and to facilitate the building of strong community
organizations.
Along with this, the NCFM has identified five features of community media which
are: (1) the ownership and control by the community through its representatives like
religious, youth, women, civic, labor, education, cultural and sporting according to Gatuza
(1996) as adapted by NCFM; (2) the ownership and purpose should be nonprofit;(3)
accessible to the community;(4) the type of community; and (5) to service disadvantaged
community.
For a community medium to be called as „community media‟, it has to meet all the
five features.
As for Tabing (2004), the element of wide participation of the people in
management, production and responsibility in genuine community media make this media
distinct from other types of media.
Braid (1993) said that with community media, the community members can present
their own views and be listened to and they can participate in the programming as well as
other aspects of production. With this, where the mass media have failed or have not been
effective, community media are expected to succeed because they are better able to reflect
community needs.
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Development of Community Media
The development of community media should be based on a community
communication strategy. That strategy according to Opubor (2000) should seek to provide
answers in support of the communication needs and objectives defined by the community.
Oepen (1990) as cited by Opubor (2000) defines community communication as a
process of horizontal and vertical social interaction and networking through media
regularly produced, managed and controlled by or in close co-operation between people at
the community level and at other levels of society who share a socio-political commitment
towards a democratic society of countervailing powers.
However, Opubor (2000) admits that the definition and development of
„community media‟ is still not generally agreed upon. On the other hand, he believes that
in trying to establish a community media in the future that surpasses the community media
of the 20th century and caters the needs of the community more effectively, there are certain
steps or processes that can be followed.
Needs assessment survey of the community. Community media development should
proceed from a basic understanding of the nature and needs of the community.Further,
Opubor (2000) propose that to gather answers to questions, a participatory, „ethnography
of communication‟ methodology should be used.
A community needs survey should give clear answer on what information is needed
to define the parameters and details of the community‟s communication system, what
components need special attention and why. Also, it should acquire a solid information
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what media does the community already have; what media does it want; what media does
it need and what media it can afford.
With regard to the questions what media channels or combinations would likely to
meet the community‟s needs and who can make it available, Opubor (2000) suggest that
it should be discussed between the community and interested external partners.
Participatory research. This becomes an important first step in the decision
whether or not additional media are required to meet the needs of the community
communication system and what specific media is needed.
Strategic scenarios for developing a community‟s communication system. With
regard to the possible result of ethnographic communication research it is important to
answer the question, how to have more inclusive media through providing more diverse
opportunities for community communication. Opubor (2000) predicts that this may mean
intervening in communication system elements, including media. On the other hand, non-
media considerations could include the idea of attracting new voices into community
communication like the women and elderly. These efforts may not mean creating new
medium but rather provides access for new sources of information within existing channels.
In a nutshell, Opubor (2000) suggest that an approach to community identification
through an „ethnographic‟ methodology is a useful start in defining the communication
profile and needs of the community and identifying its communication system needs.
The creation of community media should have a healthy balance between socio-
cultural and economic background and on the communication background and profile of
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the community. This becomes the basis, from an endogenous point of reference on which
media is to be established and its placement within a community communication strategy.
Types of Community Media
According to Tabing (2000), there are several media that can be considered as community
media. This can be classified into three, the print media, audio and audio- visual.
Print. This could range from publications, newsletters, blackboard newspapers, and
wall papers. Newspapers according to Barghouti (1973) as cited by Ongkiko and Flor
(2003) can present technical data in clearly designed text and provide detailed information.
Ongkiko and Flor (2003) believe that newspapers are influential in creation awareness and
mobilizing public opinion. One advantage of print media is that articles can be shared or
kept as reference materials.
John Hopkins University presents that publications and loose leaflets are excellent
in depth presentations of issues and technical information. Also, it can cover more than one
topic. However, it can be expensive and can only be effective if well designed and
produced. Poorly printed publications maybe less expensive but not be read.
Audio. Radio is available in almost all countries, reaching mass audiences cheaply
and rapidly (Barghouti, 1973) as cited by Ongkiko and Flor, (2003). It has many advantages
but also has disadvantages. Ongkiko and Flor, (2003) acknowledged that one of its
advantages is its availability and affordability that made it possible to reach even remote
communities. On the other hand, one of its disadvantages is the disability to overcome
some geographic barriers such as high mountain ranges to reach the remotest communities.
To address this limitation, the UNESCO Tambuli projects have placed radio transmitters
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in small communities as a community medium for the exchange and dissemination of
important community information.
Community radio stations cover local events. They explain and promote local
projects and development efforts, provide national coverage and striving all the time to
strike a balance between national and local coverage (Ongkiko and Flor, 2003). 15
Audio-Visual. Folk media, according to Tabing (2000) is more prevalent in
SouthEast Asia. Folk media practices are indigenous forms of self-expression and are used
in information, education and communication campaigns for extension or development
purposes.
Importance of Community Media
Community media can be an effective form of information dissemination as one of
its responsibility is to disseminate information needed by the community (Bang-ngit,
2011). Community media can turn the strategy of development from “top-down” to
“bottom-up‟. Braid (1993) believes that community media if mobilized properly could
support this philosophy. Community media are local and indigenous; they have the
capability to promote horizontal and two-way communication among people living in the
same community so that the latter can be raised to a higher level of participation.
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Operational Definition of Terms iBagong. This refers to the people domiciled in Barangay
Bagong, Sablan.
Content. This refers to the message that was included in the community media.
Code. This refers to the language that was used in the production of the community
media.
Treatment. This refers to type of community media the community will decide to
produce.
PCA. Participatory Communication Approach, an approach in development
projects where the stakeholders‟ participation was sought. In the production of community
media, the communities‟ participation will be on the planning, production and pre-testing.
Community media. This pertains to the newsletter produced in Bagong, Sablan. It
is a newsletter about the community, for the community and of the community.It has a size
of 8.5 by 11 inches and has eight pages.
Core group. They were the iBagong who were selected to represent the different sectors
of the community such as the barangay officials sector, education sector, culture sector,
health sector, agriculture sector, youth sector and women‟ sector.
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METHODOLOGY
Locale and Time of the Study
The study was conducted in Sablan, Benguet. Sablan is a fifth class municipality
in the province of Benguet. Situated on the mid-western side of Benguet Province, it is
bounded on the north by the Municipality of Burgos, La Union and Municipality of
Kapangan, Benguet; on the east by the Municipalities of La Trinidad and Tublay, Benguet;
on the south by the City of Baguio and the Municipality of Tuba, Benguet; on the west.
Sablanis politically subdivided into eight barangays which are, Bagong, Balluay,
Banangan, Banengbeng, Bayabas, Kamog, Pappa, and Poblacion. Bagong is the
northernmost and most isolated barangay of the Municipality of Sablan, Benguet. It is 25
kilometers away from Baguio City.
The sitios (sub-villages) of Bagong include: Bito, Caril, Cayapes, Depnac, Duban,
Esbo, Sadul, Sholshol, Tofil and Yabyabuan. However, during the typhoon Pepeng,
sitioBito was washed out.
Ibaloy is the common language of the place. The main source of livelihood inBagong is
agriculture. On the planning stage of the study, the barangay was faced with numerous
problems as identified by the barangay officials and some members of the community.
One major concern is the washed out road during the Typhoon Pepeng and Ondoy last
October 2009.
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Figure 1. Map of Benguet, showing the locale of the study
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Busidak
BALLUAY
Figure 2.Map of Bagong Sablan, Benguet, showing the locale of the study
This lone road is the main route of people and agricultural products to reach the nearest
town, La Trinidad. The people then need to walk for at least an hour before having an
access to the lone public utility jeepney of the barangay.
Another problem is the sitios having no electricity despite that a mini power plant
is close to their place. On the other hand, activities geared towards development are
scheduled. With this, the development of a community media became a conduit of the
iBagong for their voices to be heard.
The study was conducted from January- February 2013.
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Respondents of the Study
In this study, the respondents were 57 locals. The respondents were chosen through
quota sampling, a specific group in the community was specified by the researcher and
the respondents were drawn from the groups identified.
On the planning stage, a core group with seven members was formed. Table 1
shows the profile of the core group members. They were the prime decision makers for
the community media. The members represented the different sectors of the community.
They came from the barangay officials sector, the education sector, youth, women sector,
culture sector, agriculture and another from the health sector. The criteria were: he/she
must be well informed on the current state of affairs of their barangay and has commitment
towards the production of the community based- media. Another factor considered in
choosing the core group members was their representation of the different sectors. The
heads were perceived to be more updated with the activities of their sectors.
Table 1. Profile of core group members during the planning stage
NAMES
SECTOR/ SECTORS
REPRESENTED
Paul Dio-al
Barangay Official
Nancy Luoang
Women‟s Group/Senior Citizens
Sonia Pisda
Education
Mariette Olayan
Health
Roger Balangay
Health/Agriculture
Tony Faustino
COOP/Agriculture
Jake Thomas
Youth
Nancy Luoang, Sonia Pisda and Mariette Olayan graduated from tertiary; Jake
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Thomas is currently in third year college. Paul Dio-al is a High School graduate while
Roger Balangay and Tony Faustino were elementary graduates.
Their age were ranging from 19-69years old. The youngest member was 19 years
old and the oldest was 69 years old.
Three members of the core represented dual sectors; this is due to their active
involvement in these mentioned organizations.
During the pre-testing of the identified community media, another set of 50
respondents from the community were chosen. The criterion used was; he/she must be a
resident of Bagong. Also, the researcher made sure that the different sectors of the
community were represented.
Table 2 shows the socio-demographic profile of the respondents.
Table 2. Socio-demographic profile of respondents who were involved in the pre-testing
of the newsletter
RAW TOTAL
N=50
CHARACTERISTICS NO. %
16-25
17
34.00
26-35
7
14.00
36-45
9
18.00
46-55
7
14.00
56-65
6
12.00
66-75
4
8.00
TOTAL
50
100.00
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Sex
Female
34
68.00
Male
16
32.00
TOTAL
50
100.00
Status
Single
20
40.00
Married
27
54.00
Widow/Widower
3
6.00
TOTAL 50 100.00
Educational attainment
Elementary
17
34.00
Secondary
15
30.00
Tertiary
17
34.00
Post-Graduate
1
2.00
TOTAL 50 100.00
Occupation
Government Employee
10
20.00
Farming
21
42.00
Housewife
9
18.00
Student
6
12.00
Private employment
4
8.00
TOTAL
50
100.00
Based on Table 2, the respondents came from different age brackets; most were female.
Nearly half of the respondents were single and married.
Respondents have different educational attainment. Their sources of income
came from farming and as government employee.
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Data Collection Method
Review of secondary sources, personal observations and interview schedule were used to
gather data. For the information needs assessment of the community, Focus Group
Discussion (FGD) with the core group was employed.
The guide questions focused on the respondents‟ perception on what information
is needed by their barangay. On the message preferences, FGD with the core group was
still used. The questions centered on what information and language they prefer to be used
in preferred community media.
The production of the community media used a proposed Participatory
Communication Approach framework. Under the production stage, capability building
activities were conducted for the core group. Documentation was used to record the
production process of the media.
During the pre-testing of the community media, to supplement each other, the
researcher employed a mixture of interview schedule, floating of questionnaires and
discussion, depending on the availability of the respondents‟ time.
Data Gathered
In the planning stage of the establishment of the community media, the researcher
collected the information needs of the community and what media does the community
prefer.
PLANNING
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*Create a core group
- Members represent the different sectors of the community
- Members should be knowledgeable about the topic
- Core group consultations were done to come up with substantial
PRODUCTION
* Community consultations were conducted to encourage:
- Collective decisions on uncertain information and
additional data
* Core group underwent capability building activities.
PRE - TESTING
* interview Schedule was done to generate spontaneous ideas for the
improvement of the media.
*Respondents ca me from the different sectors of the community.
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Figure 3. PCA Framework which was adapted by the study The preference of the
community in terms of the language that was used in the community media was also
solicited.
In the pre-testing stage, the data gathered were the comprehensibility,
acceptability, attractiveness, sustainability and the suggestions for the improvement of the
media. Also, its perceived importance was collected.
For the whole production process of the establishment of the chosen media; the
experience, insights and challenges encountered of the iBagong were documented.
Data Analysis
The data collected were consolidated, tabulated, presented and analyzed using
descriptive statistics such as frequency counts and percentages.
The responses of the FGDs were consolidated and discussed in narrative forms .
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RESULTS AND DISCUSSION
Community media, despite its acknowledged potential to empower communities, is
still on the dawn of reaching communities who are in need of this kind of media. Creating
an acceptable and holistic establishment process of a community media is still underway.
On the other hand, PCA as a framework for communication programs though still under the
exploratory stage proves to be a paramount factor in achieving development.
The results of this study attempt to contribute to the move for the spread of the idea
of having a community media as an effective tool in achieving development through using
PCA as the communication framework with respect to its strengths.
The first part presents the information needs of Barangay Bagong as identified by
the core group members.
The preferences of the core group on the content, code and treatment made up the
second part. The third part reflects the result of the pre-testing of the community media
regarding to its acceptability, comprehensibility, attractiveness and sustainability.
The fourth summarizes the perceived importance of the community media and the
challenges encountered in the production process.
This was followed by the documentation of the production of the community media
using PCA as experienced by the iBagong. Insights and observations by the core group
members were used to describe their experience.
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Information Needs of iBagong
Understanding a community‟s communication system is a basic need in community
media development. A community needs survey should clearly define the parameters in
understanding a community‟s situation. Employing a Focus Group Discussion (FGD), the
community needs of the iBagong in terms of information were gathered. Also, FGD with
the core group dwelled on the questions on the problems of their community, the geared
up activities, their information sources and if these can satisfy their information needs in
hope of a clearer understanding of the situation of the community‟s communication
system.
Table 3 summarizes the information needs of the community as identified by the core group
members.
Based on the results of the FGD, in health, the identified needed information were the pros
and cons of the Reproductive Health Bill or more popularly known as R.H Bill.The
member shared her worries about the conditions of the bill regarding the free provisions of
contraceptives. Another one was the standard depth of the open pit, in order to be
considered sanitary; it should have a depth of six feet. The midwife shared that during
house visits, some houses did not follow the standard depth of having an open pit comfort
room.
Still in health, one respondent posted the question of the possibility of having a community
doctor that is paid by the national government. This is so because of the geographic
situation of the Barangay which is 20 kilometers away from the nearest general hospital.
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Table 3. Information needs of the community as identified by the core group
SECTOR
INFORMATION NEEDS
Health
-
Proper waste segregation
Proper depth of open pit (Comfort
-
room)
-
R.H Bill
Education
-
activities of the school
Barangay officials
-
ethics on legislation
-
parliamentary procedure
Agriculture
-
Organic farming
-
Process of membership in Benguet
COOP
Culture
-
History of Bagong
The Igorot dances and how to play the
musical instruments
-
-
Idea of Garatis
Senior citizen
-
Due process in availing the BENECO
discount
Others
-
Performance of each organization
Proper implementation of Peace and
Order Laws
-
In the education sector, the representative claimed that the community needs to
know more of the activities of the school. The respondent explained that due to the lack of
information dissemination on the activities of the school that enhances skills of the student,
supports from parents are not that visible. She further clarified that of parents knowing the
activities of the school, they can solicit support both moral and financial.
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On the other hand, the Barangay Officials need to undergo capability building
activities to address their problem in lack of „discipline‟ as agreed upon by the core group
members.
They had explained that discipline is lacking during Barangay Council meetings,
when someone is speaking, other members of the council would just butt in without asking
permission or raising their hands. Specifically, they need to understand the ethics of
legislation and parliamentary procedure. The core group believed that this can reenforce
needed core values.
Under the agriculture sector, the needed information identified was on organic
farming and in becoming a member to the Benguet- COOP.
For the culture sector, the community needs to retain the idea of „garatis‟, or
bayanihan system. Garatis is done especially for development works for the community
such as fixing damaged roads. The history of Bagong was also perceived to be needed by
the community.
Other needed information identified were on the due process in availing discount
of seniors in electric bills for the Senior Citizen‟s Sector. They also believed that the
community needs to be informed regarding the performance of each organization for
encouragement.
There were some problems or issues of the community that need to be addressed
through proper information dissemination to stimulate action from the community
members.
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During the discussion, the core group said that sometimes, the implementers of the
Peace and Order laws of the barangay are the violators and that they lack discipline. Also,
on the side of the youth, core group members suggested they need to come up with a set
of regulations regarding the mechanics in borrowing the musical instruments of the
Sanguniang Kabataan. They were also advised to share their activities and
accomplishment to the community for their presence to be felt.
Sources of information. The core group shared that their sources of information
inside their community were through text messages, barangay meetings, messenger,
notices that were posted in conspicuous places and churches. Information that needed to
be disseminated were announced in churches after service or mass. A core group member
said that if the community will just listen carefully, they will know the information they
need. On the other hand, some core group members quipped that sometimes, information
circulated in the community is uncertain.
With regards to the sources of information outside their community, identified
medium were radio, television, cell phone, people and seldom, newspapers.
Community Media Preference
Community identifying their own needs and devising solution to their problems and
issues are the best approaches in eliciting participation from them. With the underlying
principle of a community media which is highly participatory, the community was the one
who identified the code, treatment and content of the media.
On the preferences in which type of media will the community produce, all the core
group members agreed to produce a print media. They immediately acknowledged the
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impossibility of having a radio station within the community due to financial matters and
with respect to their capabilities as well. Also, they considered the situations of other sitios
that have no electricity.
Treatment. Treatment is defined as to what kind of print media the community
favors. Five examples of print media were presented and explained to them which were
newspaper, newsletter, wall newspaper, magazine and bulletin board.
Among these, all of the members of the core group agreed to produce a newsletter
as their community media. According to them, a newsletter is easy to produce, not
expensive and is time bound.
A member of the core group stressed that another advantage in producing a
newsletter as a community is its immediate circulation within the community through
existing communication channels such as churches and monthly meetings of different
organizations.
Code. Code is the language used to portray or deliver the message to its intended
audience.
Suggested medium for the newsletter from the core group members were the
combinations of Ilokano-English, Ibaloy-English and Ibaloy-English-Ilokano.These
combinations came about with the belief of the core group that expected readers are mixture
of different races; they wanted to ensure that they will be able to understand their
publication.
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It can be noted that Bagong is an Ibaloy-speaking community. The bible they use
in churches is written in the Ibaloy language.
The Ibaloy language is suggested to be used in expressing meanings that are best
explained in the vernacular language. One core group member cited the case of Baguio
Midland Courier, the column Ethnos Ibaloy which uses Ibaloy words or phrases to explain
things or ideas.
The Ilokano language is suggested to be integrated through the use of cartoons if
ever the newsletter will evolve and will have a section on cartoons.
One respondent noted that English language is used outside the barangay, if the
newsletter is meant to be read outside, it still can be understood by readers who are not
Ibaloy. Paraguas (2004) on the other hand cited that having reading materials in rural areas
such as newspapers facilitate education. Still in her context, the absence of reading
materials is one reason for rural illiteracy. This supports the reason of one core group
member when he stated that English should be used because it is already the right time to
learn the language.
One core group member voted for Ilokano-English, three core group members
went for the combination of Ibaloy-English and four members voted for Ibaloy-
EnglishIlokano to be used by in the newsletter.
Following the rule of majority votes, English -Ibaloy-Ilokano combination was
agreed upon to be used in the articles for the newsletter with the reasons sated above as
basis.
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Sidchogan (2011) notes that language is very crucial in relaying messages because
it constitutes the most integral factor in understanding what is communicated.
The core group members considered using code that can be understood by the locals.
On the actual printed newsletter, no articles were written in Ibaloy or Ilokano.
Content.For the content of the newsletter, the core group members used the
identified needs and problems of the community and current activities of each sector as
their basis in writing their articles. With regards to the content of the newsletter such as
pictures, they recommended featuring the place.
During the second core group meeting called by the acting Editor-in-Chief from
the education sector, Sonia Pisda, they plotted and assigned the beats of each member of
the core group.
A core group member suggested they will concentrate on the issues of their
community. It was supported by another core group member when he said to present some
issues, then show solutions instead of presenting problem or maybe they can show both
problems and solutions. It is in the light that they hope it will empower and awaken the
people, especially the addressed group.
The cited example is the case of the Out of School Youth (OSY) in Bagong. The
number of OSY is quite many in the community, instead of attending school, they resort
to farming.
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The core group member from the youth sector hopes that when an article is written
about the OSY‟s, concerned agencies or offices who will read the newsletter will take
appropriate action to address the issue such as the issuance of scholarship grants to them.
The Editor-in-Chief listed the beats of each member according to the sector they
represented and their perceived capabilities. Each sector committed to write one to two
articles at most about the sector they represent. There were a total of 11 articles that were
assigned.
For additional article, the researcher was tasked to write about the history of
Bagong. With every sector given an assignment, the core group wanted to give every
organization the chance to voice out their issues, concerns and activities.
This action can be noted as a response to one of the identified problems during the
first core group discussion.
This implies that the community can identify their needs and they have the
capability to address this as well.
Table 4 reflects the actual written topics of the core group. Also, the table shows
that the targeted numbers of articles were achieved by the core group. All in all, there
were eight pages of the newsletter, eight articles were written as straight news, three
articles were written as news features. The back page was a collage of the different places
in Bagong.
Photos were taken by the researcher, one contributor and two core group members.
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Table 4. Actual written topics of the core group
TOPICS
FREQUENCY
DESCRIPTION
Activities of the school
2
The first article was about the BrigadaEskwela of the PTA
(JGES)
for the improvement of the school.
The other one was about the two pupils of the school who
were qualified to join in the CARAA 2013 in Apayao.
Activities
and
2
One article tackled about the budget of the SK, the
expenses and how the Barangay Council decided to lend
issues of youth
some of their budget to the SK.
The other article was on how the youth of Bagong
welcomed the new year through playing volleyball to
strengthen their camaraderie.
Understanding the history
l
About how Bagong came to be a barangay, the first settlers,
of Bagong
how it got the name „Bagong‟ and its geographical
situation and current state of affairs.
Health
l
Understanding the provisions of the 4Ps of the government,
the conditions and qualifications of a grantee.
Development of
2
The opening of the washed out portion of the road during
the road
typhoon Pepeng and the concreting a portion of the Doyut-
Bagong road with the help of CHARMP Two.
Upcoming
2
DCS reaching Yabyabuan for the LOL and the Story
Activities for the
Telling Caravan in Bagong; the leadership capability
barangay
building for the iBagong organized by the intern Social
Worker.
Senior citizens club and
1
The history organization came to be and the current
Women‟s
activities of the two organization.
Organization
Picture
Collage
l
It features six pictures about Bagong, the sceneries and
about Bagong
their way of life.
TOTAL
12
PCA Experience among the iBagong
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There is no universal definition of what participation is. In this study, the
participation of the iBagong through the core group members was not limited to a
particular stage only. All throughout the production process of the newsletter, they were a
part of the decision-making process. Mefalopulos & Tufte (2009) defines participation as
a principle in development with support coming from many different stakeholders:
governments, donors, civil society, and ordinary citizens; their involvement in
development process leading to change.
They were the ones who identified their information problems and through the
course of experiencing PCA, they expressed the willingness to continue the publication of
the developed community media.
This outcome is true to Bessette (2004) when he noted that a good indicator for
participation is when people take responsibility in carrying out a development initiative.
Table 5 summarizes the experience of the iBagong with PCA.
Employing PCA in this study required revisions to fit the dynamics of the
community. This true to Bessette (2004) when he said that a community is made up of
groups of people with different owned characteristics. He suggested that if needed,
adjustment can be made to each different situation to make it effective to the community.
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Table 5 . Summary of PCA as experienced by the iBagong
STAGES
STRATEGIES
OUTCOMES
Planning with the Possible core
group Every prospected core member responded positively
core group
members
were
personally approached by Queries about community media were asked
the researcher
Information needs of each sector were identified
Core group consultations
Problems in the barangay surfaced, knowledgeable member
of the core group tried to addressed the issue on the spot
Benefits of the newsletter were identified
It could bring development
Empower the community
Information will be shared outside the community
STAGES
STRATEGIES
OUTCOMES
Production
Core group consultations
Community consultation
Core group consultations were well attended
Core group decided to propose to the Barangay
Council the adaptation of the newsletter as their
official publication
Individual consultation with
each core group member
Initiatives surfaced
Ideas on how to produce the newsletter were
expressed
Willingness to learn how to write news were
observed
Core group members voluntarily mapped out
their calendar of activities
Let the Editor-in-Chief call a meeting
EIC shared her efforts in reaching other core
group members.
The nameplate of the newsletter was coined, and
debated , and validated
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STAGES
STRATEGIES
OUTCOMES
Pre-testing
Interview schedule
The developed newsletter was rated to be highly to be
comprehensive, attractive and accepted.
Survey with the
community
The importance of having a community newsletter was even
more realized
The urge to continue the newslettersurfaced
Suggestions and comments for the improvement of the
newsletter were voiced out
Planning
During this stage, it was perceived to be the most delicate stage of the study.
The actual activities for the creation of the newsletter were mapped out. The participation
of the community in what aspect and depth were highlighted given that they best identify
the problems of their community and the solutions to it as well.
The participation of the people in this stage was deemed to be important because of
the underlying principles of PCA and a community media itself which is highly
participatory. Participation allows the community to come up with one decision that
supports the idea of development. This is supported by Bessete (2004) when he said that
participation has been the central development concept and nearly every one refers to it.
To make the newsletter a community-owned initiative, the participation of the community
was not limited to mere consultation; they became the prime decision makers for the
development of the community media.
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Formation of core group. With the idea of the community as the prime decision
makers and agents of their own development, a core group was formed.
They were the main actors in the decision-making process on the different aspects
of the production of the newsletter.
The group was composed of seven people coming from the different sectors of the
community. Some were seen as the most ideal members of the core group based on personal
individual interview and others were highly recommended by their colleagues.
They were either chairman or an active member on the sector they represent. In the
case of the barangay officials sector, the barangay secretary was chosen due to the
recommendation of the officials.
They were from the women‟s sector, youth sector, culture sector, from the barangay
officials, education sector, health sector and agriculture sector. It is important also to see
to it that each sector can voice out their viewpoint.
This supports the idea of PCA that in soliciting community participation, it must
not be forgotten that the community is a collection of a grouping of individuals and groups
with their own characteristics and own interests.
Before the focus group discussion, the researcher personally approached them
individually and informed that they are chosen to be a part of the core group. The idea of
the study was shared and their role was explained to them. Upon learning that they will
become writers for development as explained to them, they willingly accepted their role as
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core group members. One respondent said that he is willing to learn how to write news
even if he has limited background about it.
In the case of one of the respondents, the researcher was able to speak to the
Women‟s‟ Club during their monthly meeting. The study was shared and she actively
asked questions regarding the study and shared some benefits of having a community media
such as the way of sharing information to the community. Also, she expressed willingness
to learn news writing. Thus, this became the basis of the researcher in making her a member
of the core group.
Figure 4. First Focus Group Discussion with the core group in January 20, 2013 at Jose
Gonzales Elementary School
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Creating a core group is important in development projects as noted by Sidchogan
(2011) to make the production of information materials responsive to the real needs of the
community.
The core group is perceived to mirror the community needs and they can
effectively represent their sectors.
Focus group discussion. A core group meeting was done to discuss the information
needs and the problems faced by their barangay. Also, for their preferences in terms of the
code, treatment and content of the newsletter to be collected.
To enlighten the core group, the researcher asked them first on their perceptions
regarding “Community Media” and “PCA”. One respondent said that community media is
about news. Another respondent said that community media is news about the community.
One also perceived that community media is “pakaistoryaan ti Barangay Bagong” (story
of Barangay Bagong). Their ideas coincide with what Tabing (2000) said that community
media is for, by and of the community. As a supplement, the concepts of community media
and Participatory Communication Approach were discussed briefly by the researcher by
enriching their answers. The researcher explained that her role will just to facilitate them.
The meeting then proceeded to discussing their information needs, their
information sources inside and outside of their barangay, activities, and the problems faced
by the barangay. The core group members answered the questions based on the needs of
their represented sectors. At first, they seemed to be reluctant in answering but at the course
of the discussion, they willingly shared out their concerns.
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Other concerns or problems were openly discussed and were tried to be answered
by concerned core group members. An example is the request of a core group member to
know how the barangay officials allot budget. This was then discussed among the
members. The request was clarified either is it for transparency of records or what. The
member said that she wants to know whether it is okay to sit –in with the officials during
budget allocation.
The representative from the barangay officials answered that members of the
budgetary committee are the only ones allowed to be present during meetings for budget
allocation of the funds of the barangay.
However, the idea of transparency was recognized. Also, touched topics were the
lack of „discipline of the barangay officials‟ during meeting. All core group members
agreed in one solution of having a leadership capability on Parliamentary Procedures in
hope that the barangay officials will gain core values.
This active discussion among them would co-inside with the observation of
Sidchogan (2011) that during consultation, discussion among the members can be
described as rigorous and “eye-opener” for them.
Another issue tackled was the individuality of each organization or sector in the
community. A core group member expressed her sentiment that she is not informed with
the development of other organizations. On the other hand, her sector also suffers from
lack of information dissemination. She cited the example of pupils going out for
competition; the parents do not realize the benefits of activities as such thus leading to lack
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of financial and moral support from them. She then cited that having a community media
will allow the parents to know what these activities can contribute to the development of
their children.
Towards the end of the meeting, the member expressed their qualms about their
capabilities in news writing. Most of the respondent directly asked the researcher if they
will be taught to write news. The researcher explained that they will undergo capability
building activities on basic news writing.
The researcher then let the members set a date for them to meet together. The core
group agreed to meet the following week on the same day (Sunday) as this was all their
free day.
At the end, all core group members were able to grasp the idea and benefit of having
a community media.
One core group member asked “adangataba kaya itirumwar nga kastoy,
newsletter?”(Will there be really a newsletter?). Another core group member answered her
with a “Yes”.
The session was ended with a prayer asking for wisdom that as chosen core group
members, they should take the responsibility entrusted to them.
Capability building activities. The core group decided to meet for the training and
workshop in Basic Journalism. However, during the scheduled training, only one
respondent was able to come on time. Two core group members came in late. Other
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members were not able to attend due to different reasons such as sudden sickness,
miscommunication or simply forgotten.
One core group member informed during the previous meeting that she will not be
able to attend due to prior scheduled meeting but she committed to catch up with the
discussion. To address the problem, the researcher conducted individual consultation with
the other core group members.
One member willingly went to the housing station of the researcher and requested
to have the training on the night of the same date.
The lecture comprised the discussion of basic news writing and they were tasked to
write a simple news article regarding the lecture-workshop.
Also, the researcher invited a staff member of one of the publication in her school
to discuss to them about feature writing.
On the workshop, one respondent said that “Narigat, masapul nga ipampamaysa.
Ngem mabalin. Ag binaliktad lang ti details. Narigat ti mang form iti storya” (it is hard, it
needs concentration. Details do not come in order. It is hard to form a story).
Still, they were able to start writing a news article.
The actual plan was for the researcher to lecture on headline writing and copy
editing marks but due to time constrain, the researcher just furnished them a copy on basic
lay-outing, copy editing marks, and headline writing. Throughout the course of the news
writing, the lessons on headline writing and copy editing marks were integrated.
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Figure 5. Individual Consultation with some core group members who willingly went to
the housing station of the researcher
Production of the Newsletter
During this stage, the researcher helped in writing, editing and lay-outing of the
newsletter as the core group is not yet fully equipped with the technical skills in producing
the newsletter. However, the idea of having an Editorial Board was already introduced. On
the other hand, to maintain the idea of PCA the participation of the community was still
highly sought through constant core group gathering and the researcher having individual
meetings with each member of the core group.
The different parts of the newsletter were accomplished part by part by the core
group.
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Nameplate. After the Basic News Writing Training and Workshop, the three present
members of the core group discussed the nameplate of their publication. The researcher
cited an example of a name plate such as „Sey-ang‟ (Sunrise).
The members considered the suggestions and discussed it. According to them,
„Sey-ang‟ is associated with the culture of Bagong which is “mansey-ang” or basking in
the early sunrays. “No en bey-angsigget, maulnongirajen man sey-ang, jet era
mansheshenamag”(when the sun rises, people are gathered to bask on its rays and they
share news).
Also, they said that “Badonsigget, Badonshamag”(new sunrise, new news). One
member explained that, every morning as the sun rises, it represents new events.
Symbolically, one member said that the sunrise symbolizes life.
The term „Sey-ang‟ for sunrise turned out to be debatable when the other members
of the core group were consulted.
Sonia Pisda, the EIC, from the education sector commented that the idea of
„sunrise‟ is good because it has an explanation but it has to be validated.
During the Brigada Eskwela of Jose Gonzales Elementary School, the researcher
and two members of the core group asked members of the community if the term „seyang‟
is used for sunrise.
The community members validated that the term „sey-ang‟ is indeed used for
sunrise. They have argued but came to the decision that “Manseyang” means to bask in
the sunrays; “man bey-ang e sigget” means the sun is rising and “sey-ang” means
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sunrise.
Regarding the spelling, they have opted for „Sey-ang‟ although the Dictionary of
Ibaloy noted „Siyang‟. The community members explained that it is how the iBagong
pronounce and spell it.
Though validated, the members are yet to agree all, whether to adapt it or not as the
nameplate of the newsletter, which led to the second core group meeting.
A core group meeting was again scheduled by the members themselves.
With the agenda of plotting beats, tentative date of publication and finalization of
the nameplate, Editor-in-Chief called for and facilitated the meeting. Five core group
members were present. One of the absent core group member was presiding over a meeting
while the other one was on duty.
The first agenda was the finalization of the nameplate. MissPisda explained that the
term „Sey-ang‟ can be used because the core group is going to let others know the truth.
According to her, it is the symbolic meaning of the term.
Another core group member added to the symbolic meaning that „sey-ang‟
(sunrise) fuels the plants to grow. “It will urge the people to write. Ito na ang araw, ada
metten iti involvement iti tat-tao” (here is the sun; there will also be involvement of the
people).
With these explanations and denoted meanings of „Sey-ang‟, the core group saw
the newsletter as a means to urge involvement from the community.
„Sey-ang‟ then transpired to become the nameplate of the publication.
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As for the explanation of why they chose „Sey-ang‟, the members of the core group
met again to coin one. The statement below is found on the second page of the newsletter
as the explanation of Sey-ang.
“Sey-ang is an Ibaloy term which means sunrise. The staff believesthat Sey-
ang is an avenue to shed light, tell events and know the truth that motivate people
towards development”.
A core group member commented that the explanation is good. For additional
explanation, he said “the shed light ket amo tayun, inpakaamo tayun, haan tayo lang nga
nalawlawagan, haan tayo lang nga ibaga, ipakaamo no diket mapagunay ti tat-tao para
iti masakbayan. Gapu ta iti sey-ang ket agrotate, irotate tayu met bababa-en daytoy nga
publication iti dam damag” ( the term shed light means we already know, we have shared
to them also, we are not just enlightened, we will not just tell but to motivate people for the
future. Because sunrise rotates, we rotate news also through this publication).
In addition to the meaning of shed light according to another member of the core
group is to enlighten the people about the truth. It gives answer to the questions or queries
of the constituents. To shed light is to give them information, or the knowledge.
An example cited by a core group member is like why the Barangay Officials
have certain kind of events.
With regard to „Sey-ang‟ as a publication, one member said that through
information that are shared, people will have an inkling on what are the right thing to do
because news does not always present good things, they also contain bad ones. Through
this, the community will now have confidence to discuss and deal with the social issues of
their community.
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Beats. Topics were assigned to each member of the group. No definite issues were
assigned, it was agreed that every core group member will write a specified number of
articles about the sector they represent.
A core group member will not be around for the whole week but has committed to
send her article through the public utility jeepney. With these, the researcher saw the
members developing a sense of responsibility towards the production of the newsletter.
Through the course of writing news articles, the article on the farmers and coop was
not finished by the writer due to hectic schedule and sickness. However, during individual
meeting with him, he expressed his willingness to write should there be a second issue of
Sey-ang since he started writing it already.
Also, the one who shifted to English as a medium expressed that he patterned it to
a copy of 4P‟s but he is not hard up in writing Ilokano. If ever this newsletter will continue,
he committed to useIbaloy or Ilokano because he stated the situation of Bagong wherein
there are those who were not able to go to school but can read. According to him, it is for
them to understand what is written.
After the assignment of beats, they plotted a tentative date of the first publication.
Content of the newsletter focused on the pressing problems and issues inside the Barangay
and their current and upcoming activities.
Articles. With the idea of Editorial Board introduced to them, the core group was
advised to follow how the articles should flow. It should be edited by the News Editor first,
then the Associate Editor to the Editor-in-Chief. It was agreed that the last one to edit their
articles would be the researcher.
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The articles were received by the researcher two weeks after the meeting.
Eight articles were written as straight news, three articles were written as news
features. Photos were taken by the researcher, one contributor and two core group
members.
Table 6. Summary of the content of the newsletter
TOPICS
FREQUENCY
Activities of the school (JGES)
2
Activities and issues of youth
2
Understanding the history of Bagong
1
Health
1
Development of the road
2
Upcoming Activities for the barangay
2
Senior
citizens
club and Women‟s
1
Organization
Picture Collage about Bagong
1
TOTAL
12
Layout. As the core group was not yet fully equipped in the art of lay-outing, the
researcher acted as the lay-out artist. The program used for the newsletter was Microsoft
Power Point with the considered advantage of the program as „what you see is what you
get‟. On the actual lay-out in the screen of the program, it will be exactly printed as what
is viewed.
The article coming from the barangay sector was suggested by the EIC to become
the front page because according to her, it shows big development.
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She cited that when people hear the word “Bagong”, the people would always say
“ay, awan iti kalsada ijay”(there is no road there).
In the printed newsletter, the researcher considered the suggestion and lay-out the
article in the front page.
All in all, there were eight pages of the newsletter; the back page was a collage of
the different places in Bagong
Pre-testing of the Newsletter
Pre- testing was done to collect suggestions for the improvement of the newsletter
from the community to make it more „of the community‟ and to see immediate reactions
of the community towards it. The newsletter was evaluated by the community through its
comprehensibility, acceptability, attractiveness and sustainability.
Comprehensibility. Almost all of the respondents answered that the newsletter was
understandable, the language used was appropriate though written in the English language.
The respondents said that the code used was comprehensible because of the simple terms
used in the articles and the simple construction of the sentences. On the other hand, one
respondent answered that he could not understand some words because he is just an
elementary graduate.
Though the respondents rated the newsletter to be comprehensible even written in
English, most of them suggested the usage of the Ibaloy language in writing the articles
while two others suggested the use of Ilokano.
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Miguel Lauro, Barangay Captain of the community, said that it is better to use
Ibaloy for the children and elders to understand the newsletter. Another respondent
commented that the use of Ibaloy promotes sense of ownership; it is for the people to feel
that the newsletter is for them because it is written in their language.
On the other hand, almost all respondents said that there were no articles which
cannot be understood except for one article identified by a respondent that had incomplete
information.
According to her, the information is incomplete on the issue about the fund source
of the CHARM Project Two found on the front page of the newsletter (Figure7).
When the researcher asked the writer for verification, the writer positively
answered that the questioned information in the article is reliable.
During discussion with a group of youth, one said that he cannot understand the
newsletter but said that “uray haan nga maawatan iti English, mayat tapno maka-adal”
(though I cannot understand English, this is good for us to learn). This statement
corroborates with what Paraguas (2004) said that rural newspaper educates people.
She further noted that in areas where there is high illiteracy rate, newspaper can be
a great factor in helping them read.
Such results imply that although the core group members discussed about the
language used in the newsletter, the decision appeared to be difficult as reflected in the
reactions of the evaluators.
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Acceptability. This was measured through identifying if there were articles which
are irritating or offensive. Almost all of the respondent said that there were no articles
which were irritating or negative, except for one respondent who identified the article on
CHARM Project Two, wherein she found the line „ office of the congressman committed
to provide funds‟ to be irritating. The researcher was not able to clarify why the respondent
said that the line was irritating.
Another parameter used was if the respondents believed in the newsletter and if
they perceived that it was written for them. Almost all of respondent accepted that the
newsletter was written for them and they believe in it. Reasons stated were, all written
topics were all about them, and it was all about their community. As reflected in Table 7,
the topics represented the different sectors in the community.
On the other hand, one respondent does not perceive that the newsletter was written
for her because it was not written in Ibaloy.
She commented that the people of the barangay are Ibaloy and it would be good if
the language used in writing is Ibaloy. This would support the findings of Sidchogan (2011)
that using the dialect of the people make the information material understandable to them.
On respondent who read the article titled “Lauro and Pilay join Volleyball team for
CARAA 2013” as seen in Figure 8 expressed her happiness that she was able to read the
newsletter. She happened to be the mother of one of the students, who were qualified in
the CARAA 2013.
Miguel Lauro also commented on the article regarding the article on the origin of
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Bagong. He said that the true account goes this way
“There was an old woman with a gold bracelet walking with her grandchild
one day; they sat atop the already cracked big rock for the old woman to clean the
child‟s head of lice. Her gold bracelet fell in the crack. With the desire to retrieve
her gold bracelet, she tried to dig on the other side of the rock to separate the other
half of the big rock, but to no avail, she was not able to do it and her gold bracelet
remained in the crack.”
However, the story of the Bakol and the Pakgong is still to be validated as different
versions were heard by the researcher
The topics in the newsletter talked about the development, activities and history of
barangay Bagong. This is true to Tabing‟s (2000) context when he said that community
media is about and for the community.
Results would imply that when topics reflect the events or the people of a
community, the acceptability of a material significantly increases. The acceptability even
extends up to the fact that even there are articles with negative aspects; it does not appear
to be offensive to the readers.
Attractiveness. All the respondents agreed that the newsletter is attractive mostly
because of the pictures, the colors used and the lay-out in general. The John Hopkins
University claims that publications are only effective if it is well designed and produce.
The respondents‟ responses indicate that the newsletter is well designed.
The pictures in the newsletter featured different places in Bagong, the improvement
of the road, the community having meetings and the sceneries of the place.
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For few revisions, one respondent commented on one of the picture used in the
collage. The picture of the sunrise was captioned “sunrise in Mt. Pukgong” but should be
“sunrise in Mt. Tore Tore”. Another respondent commented on the picture used as a
background of the masthead. The picture should not be cropped for the mountainous place
of Bagong to be reflected. The picture features the stretch of Mt. Pukgong to Mt.
Tore-tore, these are the mountains that towers above Barangay Bagong.
Some older respondents commented on the picture of the “Taladang” featured in
the back page of the newsletter (Figure 12). They expressed their amusement and delight
that a „taladang‟ still exists in Bagong and are put in the newsletter. Some are also
curious about it, exclaiming they do not know what it is.
Taladang is tree now scarcely found in Bagong. It is edible by boiling the matured
seed of the tree. Some respondents said that it is similar to the taste of the boiled seed of
the jackfruit.
Other respondents regarded the newsletter as „mayat nga mabuybuya‟ (good one
to be viewed). Other respondents quipped that their place is beautiful when in pictures.
Some respondents were also surprised with the picture of the Mayor Sablan dancing
as featured on the front page of the newsletter. It can be noted that they do not know that
the mayor visited their place during the celebration of the feast of the community‟s
Catholic Church, though they expressed their delight with the information.
Majority of the respondents also regarded the nameplate to be catchy. They
commented that it has a meaning; it arouses curiosity and brings out interest.
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One said that it is meaningful to them; it is an association of ethnicity. A
respondent shared a story that elders in the community would advise mothers to bring
their child out during morning to bask in the sunrays and gather vitamins.
Figure 6. Photo which was used as background of the nameplate
Another respondent commented the term „sey-ang‟ as the Ibaloy of sunrise. She
shared that she asked one elder of the community and validated that „sey-ang‟ really
means sunrises.
This occurrence of voicing out their thoughts proves that newsletter does connect
with the people. They were able to associate with content of the publication.
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This proves the statement of the respondents that they believe the newsletter is
written for them because it talks about their way of life.
Sustainability. All respondents answered positively when asked if they would like
the newsletter to be continued.
They want the continuity of the newsletter since it is a way of information sharing.
Also, it will serve as their source of information about their barangay, the development
happening in their community, the activities, updates and as a reenforcement of history.
One respondent said that through having the newsletter, the next generation could
be informed of what happened today (history of Bagong). Ongkiko and Flor (2003) noted
that one advantage of print media is that articles can be shared or kept as reference
materials.
It is interesting to note that one prominent reason why the respondent wanted the
sustainability of the newsletter is for them to be guided and updated regarding the
improvements of their community. One respondent said that the people need to know what
they need to know; this would imply the desire of the people to be informed about what is
going on in their community.
On the side of the barangay officials, Miguel Lauro expressed that the core group
are welcome to present their plan during the Barangay Meeting for the Barangay Council
to adapt the publication as their official newsletter. It is noted that the idea of presenting
this plan as agreed upon by the core group will be done after the newsletter had been
produced already.
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On the other hand, Lavi Pistula, Head Teacher of JGES committed to continue the
publication if the Barangay Council will not adapt it.
“If the Barangay Council will not continue it, we will be the one to continue it
(education sector). It will become a general newsletter; we will make it as a partnership
between the school and the community. On our side, it is for the development of the
children and teachers. For the community, it is an aid in informing the community and
outside of the community as well.”
These responses from the respondents imply that they were able to realize the
importance of having a newsletter. The importance of knowing right information is
essential as Kamba (2009) points out that information, when properly articulated facilitates
awareness and empowerment. Also, Ongkiko and Flor (2003) believe that printed
newspapers are influential in creating awareness and mobilizing public opinion.
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Figure 7. Front Page of the newsletter
Figure 8. Inside page of the newsletter (second page)
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Figure 9. Inside page of the newsletter (third page)
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Figure 10. Inside page of the newsletter (Fourth page)
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Figure 11. Inside page of the newsletter (fifth page)
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Figure 12. Inside page of the newsletter (sixth page)
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Figure 13. Inside Page (seventh page)
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View of the Sixsitios of Bagong
TaladangFruits ,now scarcely found in Bagong
View of Mt. Pukgong in Bagong
Sunrise viewed in Bagong
Figure 14. Back Page Perceived Importance of the Newsletter
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The perceived importance of the newsletter was collected during the pre-testing of
the newsletter. Community perception ranges from satisfying personal information needs
and of what the community‟s need.
Perceived importance to personal information needs. The respondents saw that the
newsletter can give them information about their barangay. One respondent specifically
said that it guides her to know more information on the improvement of their barangay.
Also, for them the newsletter does not only give them information but also it is an avenue
for learning and entertainment. One respondent also said that the newsletter will serve as
his remembrance, especially on the article of the history of Bagong.
The newsletter is also viewed to promote self-development on the side of the
writers.
Perceived importance such as these prove that they immediately recognized its
importance.
Perceived importance to community‟s need. On the other hand, the respondent saw
the newsletter as way to encourage cooperation from the community. One respondent said
that “for more information, others that are not participating in any activities will be
encouraged as they read what and how the programs and projects are being implemented”.
Also, it promotes assurance that projects of the government will now be
implemented. “Awan ti newspaper ditoy, idi daytoy en tapno maamwan iti mangmangyari
ditoy, no estorya lang gamin ada ti kurang or sobra na. Ngem no kastoy, accurate diyay ta
haan mo maikarga no haan nga agpayso” (there is no newspaper here; this is a way for us
to know what is happening here. If words of mouth only, there‟s a tendency that it‟s either
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insufficient or there are added details. But if it is written here, it is accurate because it will
not be included if it is not true).
They see the newsletter as assurance for development. One respondent specifically
said that “hota CHARMP II, metudoy da ah ta wara met da shiyay”
(referring to the article „CHARMP Helps Concrete Doyut-Bagong Road‟) (the CHARMP
II will now be pushed through because it is already here).
A core group member stressed that having a newsletter will allow people to become
socially aware of the things that are happening in their society. Also, information shared
will make them competent through which they will be able to understand the angle of
societal matters.
In support to this statement of the core group, one respondent from the community
said that the newsletter is good because all good issues were included especially the
improvement of the road.
In a nutshell, the community acknowledged the value of having a newsletter as it
gives right information, it is a source of information, assures community development,
promotes cooperation and it allows self-development for the writers.
Bang-git (2011) proved this right when she said that Community media can be an
effective form of information dissemination as one of its responsibilities is to disseminate
information needed by the community
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Answers were mostly focused on how the newsletter could be a conduit for the flow
of information.
The community was able to recognize the importance of knowing right information.
Kamba (2009) noted that convincing rural communities on the importance of information
will result in accepting information as a key for development.
It is in this light that the newsletter as a way of disseminating information was able
to incite the community on the idea of knowing right information as a tool for development.
Challenges Encountered and Insights Learned
Challenges are deemed important for leanings. Throughout the course of producing
the newsletter using PCA, challenges encountered by the core group were noted, also their
insights.
Planning. On the planning stage of the development of the community media, the
main challenge encountered was finding a common time for the entire core group to meet.
During the span of the study, the Barangay has many lined up activities. Most of the core
group members are active constituents of Bagong. Only the first core group meeting was
well attended. On the subsequent meetings, two to three core group members were not able
to attend.
Production. During the production process of the newsletter, one challenge encountered
is the activities of the core group members. Being the chairman or active members of their
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organizations, they have lined up activities for the month. Scheduled meetings of the core
group are sometimes in contrast of their available time.
Another challenge is on the technical aspect of the production of the newsletter.
Being new on the principles of news writing though they underwent a lecture-workshop in
basic news writing, the core group members admitted that they were hard up in writing
news. However, with this, they were motivated to induce self-learning.
Mr. Paul Dio-al admitted that writing is a tedious task. However, in writing, he
learned, it represents who you are; he became careful in writing, the way he deliver
information. According to him, it is challenging because it helps him in becoming cautious
in writing.
A core group member said that through this, he was motivated to read more,
“Through this, I was able to read the history of Sablan and Bagong which I never read.”
Another is, during the production stage of the newsletter, all articles were written
in English.by the core group members. The decision to use the combination of
EnglishIbaloy- Ilokano during the FGD was not carried out.
Two of the core group members who started to use Ilokano as their medium were
not able to make it, one shifted to English while the other one was not able to finish his
article due to hectic schedule and sickness.
The member who started using Iloko who shifted explained he patterned his article
to a 4P‟s copy but if this publication will be continued, he committed to use Ibaloy or
Ilokano. The explanation for this occurrence according to some members of the core group
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is expected readers are a mixture of different races. Core group members want to ensure
that readers will understand their publication.
Pre-testing. On this stage of the study, the challenge met were the availability of
the community for key interviews. With farming as the main source of livelihood, they
would go out early and return home late.
However, along with this challenges are insights learned by the core group
members.
A core group member who represents the education sector said that “On my part I
have hectic schedule, I learned the lesson of time management. Then the importance of the
dictionary, I learned how to browse them again. Also, before I think more on of the
activities of the school. But when this came, I realized how about other organizations?
With the core group I learned information from them”
The core group member for the youth sector said that “I want change, I want to
shed light. That is why I want this newsletter to be adopted as the official publication of the
Barangay to be published quarterly.” This statement was supported by other core
group members.
One core group member claimed that through participating, she was able to hone
her writing skills, and expressed her hope that all issues of her barangay will come out.
PCA is time consuming but in return, it facilitates self-involvement and
development of the participating stakeholders.
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These responses from the core group agree with the implementation stage of the
Participatory Development Project as noted by Mefalopulos & Tufte (2009) that
participation at this stage increases commitment, relevance and sustainability.
Challenges perceived by the researcher. On the other hand, the researcher noted
several challenges in using PCA as a framework in inspiring the community to participate
in the establishment of the newsletter. Although the core group represented the different
sectors of the community, it does not hold full assurance that their needs, their preferences
could fully reflect what the community needs and prefer in the code, content and treatment
of the newsletter.
Also, some respondents saw the core group consultations as a way of voicing out
their concerns which does not, in a way connected to the objectives of the study.
Further, the researcher had observed that the lingering internal issues of the core
group members with each other in a way affected their decisions and inputs during core
group consultations.
It is in this light that in core group formation, one challenge in PCA framework is
work is selecting the right people who can affectively represent their sector. One factor that
can be considered in core group formation is the characteristics and expertise of the targeted
members.
These challenges paved a way for the researcher to better understand the idea of
PCA as a communication framework in bringing about desired participation from the
community.
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SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study in general aimed to establish a community media in Bagong, Sablan Benguet.
Specifically, it aimed to determine the information needs of the iBagong; determine their
preferred community media, determine their preferences in terms of code; treatment and
content, determine the perceived importance of the community media; determine the
challenges encountered in the production of community media and document the
production process of the community media.
The study was conducted in Bagong, Sablan, Benguet from January 2013 to February
2013. The respondents are the residents of Bagong, they came from two stages, a core
group of seven members who are the prime decision makers for the community media and
50 respondents from the community who pre-tested the publication.
The data were gathered through Focus Group Discussion (FGD), interview
schedule, survey and community discussions.
The data gathered were consolidated, tabulated using descriptive analysis, percentages and
were discussed in narrative forms.
Based on the results, the information needs of the community identified were on
the pros and cons of R.H bill, about organic farming, the activities of the school, ethics of
legislation, parliamentary procedures, due process for senior citizens to avail discount in
BENECO Bill, process in the COOP-Benguet membership. The information
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dissemination on the specified depth of open pit, proper waste segregation, the native
dances and how to play the instrument and the curfew on the selling of liquors is needed.
On the preference on the community media, print media surfaced. The treatment would be
newsletter as this according to them is not too expensive, not time consuming and easy to
produce. For the code of the newsletter, the core group preferred to the use of English-
Ilokano-Ibaloy combination of languages. The core group wanted to assure that all the
readers will understand their publication. However, on the actual printed newsletter, no
articles were written in Ibaloy or Ilokano.
For the content, the identified problems and information needs became the basis
of the core group in writing their articles.
The perceived importance of the community media are; it is a source of
information, it is an avenue for sharing information, it fosters cooperation, promotes
selfdevelopment and motivates people towards development.
Using Participatory Communication Approach in establishing the community media, it
followed the stages of planning, production and pre-testing of the newsletter. Selected
respondents positively accepted being a part of the core group. Commitment for the
sustainability of the newsletter surfaced. Also, it allows the participating stakeholders to
saw the newsletter as a tool forself-development.
On the pre-testing of the newsletter, the newsletter was rated to be
comprehensible, acceptable, and attractive and is in for sustainability. Suggestions for the
improvement of the newsletter was also voiced out, a few revisions on the pictures and lay-
out.
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Conclusions
Based on the results, these conclusions were drawn:
1. The people in rural communities, such as Bagong, are capable of determining their
information needs and in developing a channel to address these.
2. The people of Bagong recognized the idea of having a community media as a
channel for development.
3. Allowing the community to become a part of decision making process
promotessense of ownership and responsibility.
4. There is a need for an expert to conduct training and to assist in technical skills for
the enhancement of the capabilities of the writers of a community.
5. PCA facilitates commitment and self-involvement all throughout the process of
producing a community newsletter.
6. PCA, as an approach, can let people realize their potentials in producing a
community newsletter.
Recommendations
Based on the conclusions, these are the recommendations of the study;
1. The researcher recommends the continuation of the publication, and the adaptation
of the newsletter as the official publication of Barangay Bagong.
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Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013
2. The researcher recommends the use of the Ibaloy language should the newsletter
be continued.
3. PCA is suggested to be used in the development of newsletter in any rural
community.
4. The Barangay Council of Bagong may also consider the hiring of a
communication specialist that will oversee the continuation of the newsletter.
5. They may also consider constant monitoring and evaluation of the newsletter for
its sustainability.
6. The community may also open the production of the newsletter to extension
projects of the Development Communication students of Benguet State University.
7. The researcher recommends additional capability building activities for the writers
of the Sey-ang.
8. The researcher recommends that in using PCA as an approach, the facilitator must
see to it that the decisions during core group meetings should be carried out. Figure 15
shows the proposed model for community newsletter establishment using PCA as a
framework.
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PLANNING
Conduct a community needs assessment survey
Create core group
- Members should represent the sectors of the community
- Should be committed to the project
Community consultation should be done to generate ideas on their
preference in code, treatment and content
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PRODUCTION
Conduct Capabilit y building activities for the core group
Constant core gro
up meeting to ensure decisions are
implemented
Conduct Community consultations to encourage
collective decisions on uncertain information
PRE -
TESTING
Internal evaluation of the core group should be don
e to ensure validity
of information
Community discussion or focus group discussion should be done to
solicit ideas for the improvement of the media
- Different sectors of the community should be well represented
Figure 15. Proposed framework in community newsletter development
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Community Media of Bagong, Sablan, Benguet | WAKING, MARIE FE B. WANCE, APRIL 2013