CMC Wishlist

The UP College of Mass Communiction Media Resource Center (UPCMCMRC)

PROJECT TITLE: The UP College of Mass Communication Media Resource Center

PROJECT DESCRIPTION: The University of the Philippines College of Mass Communication Media Resource Center (UPCMCMRC) will be one of the units of the UP College of Mass Communication (UP CMC) to fully realize its extension service that would impact the larger public.  It is envisioned to bridge the academic thrusts of the College and its visible presence and effect to the general public of the media.  The UPCMCMRC is similar to the other extension units of Colleges in UP Diliman:  the Law Center of the College of Law and the National Engineering Center of the College of Engineering.

The Center will have three tracks: training, research and publications, and advocacy.

The Center will be headed by the Director of the Office of Extension and External Relations, who will be directly responsible to the Dean of the College of Mass Communication. The Center will be mainly composed of the consolidated, revitalized, and continually developing programs and extension work of the UP CMC. As the Center expands, the Director will put together a team of consultants from both within and outside the College who will implement its programs under his or her supervision.

PROJECT BUDGET: A start up budget of P80 million will be appropriated for the construction of a building, with an auditorium, offices, and storage facilities, a digital media archive, and for the UPCMCMRC’s first year of operations.  This will include seed money for its start-up programs.

The budget pertains to the proposed construction of the UPCMCMRC, which will be the third and last building of the Media Complex of the UP CMC.  It is envisioned to be media resource center powerhouse, which will house (1) a state-of-the-art Auditorium, which can seat up to 500 persons, with this same space capable of being subdivided into four multi-purpose audiovisual venues; (2) the extension center offices, constituted by the following programs: the Media Literacy Desk; the Women, Gender, and Children Program Office; Science, Engineering, and Technology Media Center; and the main Office of Extension and External Relations; (3) a Technical/Media Storage Facility for its Audiovisual Production arm; and (4) a Media Archive, where valuable and heritage records (may be video, film, audiotape, digital film, photographs, posters, etc.) in various and different formats are to be kept in security as well as in their preserved or restored state.


I.        The Graciano Lopez Jaena Community Journalism Workshop

No organization at present offers the mix of training initiatives UP CMC offered through the Graciano Lopez Jaena Workshop during the 16 years in which it was in place. Many of its alumni are now important journalists in their respective communities. Yet, both training in journalistic skills as well as in awareness and knowledge of such issues as the environment, local government, peace and conflict, human rights, women and minority issues, among others, are desperately needed by community and other journalism practitioners who have either received  insufficient or even no training in the values, ethics and professional standards of journalism.

Additionally, however, the rapid changes in technology as well as in the political, economic and social spheres both in the Philippines as well as globally pose new challenges to journalism, which needs to creatively and meaningfully respond to the ever growing demand for information from a public that in a democracy is called upon to make decisions on issues of public concern.

The rapid growth of the new media has created new opportunities as well as problems.  For example, while blogging has empowered millions, it has also created a situation in which too much so-called information and opinion is unreliable because it has not passed through the verification systems in place in the old media.

Recent developments, among them the possibility that the 82-year old libel law may be decriminalized as a result of the UN Human Rights Committee’s 2011 declaration that the Philippine libel law is incompatible with the International Covenant on Civil and Political Rights to which the Philippines is a signatory, will require the strengthening of the self-regulatory mechanisms now in place in the Philippines, such as press councils, the ombudsman system, the KBP, and media review publications, which are of uneven levels of capacity.

There is also a need for a resource journalists can consult on such matters as ethical and professional dilemmas, media issues and law, and research on such basics as readership and audience reach.

The Graciano Lopez Jaena Community Journalism Workshop, therefore, seeks to empower community and grassroots journalists and media practitioners by providing them with upgrade investigative skills and tools for analyzing specific issues taken as the annual theme of the workshop. The Workshop also aims to be the think-tank of Philippine journalism education, always keen on the developments in Journalism worldwide and responsive in its agenda of keying journalism education toward constant revaluation,

UP-CMC started offering the Graciano Lopez Jaena Journalism Seminar-Workshop in 1987, during the deanship of Dr. Georgina R. Encanto. Since then it has been held 16 times, in partnership with, among others, the National Press Club, the Department of Environment and Natural Resources (DENR), Southeast Asia Press Alliance (SEAPA), Center for Media Freedom and Responsibility (CMFR), and Philippine Center for Investigative Journalism (PCIJ). The participants are fellows in that the costs of their transportation, accommodations, and meals are shouldered by UP-CMC and its partner organizations.

The primary functions of the Lopez-Jaena Workshop, through the UPCMCMRC, will be:

First, to provide, through short- term courses, continuing and additional education to journalism practitioners who have had limited or no formal training in journalism. This will address the long-standing problem in Philippine journalism of inadequate training among practitioners who, as a result, often succumb to the lure of corruption, and/or are unable to provide the public the accurate and relevant information it requires on public issues, or who become victims of threats, harassment, and even assassinations. In many cases such practitioners are also unaware of their rights under the law and are unable to protect themselves.

Second, to bring together practitioners and academics under one roof, both to help enhance teaching by augmenting the UPCMC  instructional pool for its outreach programs, as well as by enabling journalism professors to keep abreast of developments in the field,  while immersing professional journalists in  the culture of research in academia.

The ensuing synergy should result in the enhancement of teaching, research, and extension as far UPCMC is concerned, and the enhancement of ethical and professional practice as well as the habit of research among practitioners, particularly in investigative journalism.  The unique relationship thus established will be the first in the Philippines and probably in the rest of Asia.

Third, to offer training in ethics and professional standards, specialized areas of reporting, and investigative journalism across the ASEAN region in  furtherance of addressing the need for training in, for example, monitoring election coverage in Malaysia, assisting the development of a Code of Ethics in  Timor Leste, developing a system of monitoring attacks on the press in Indonesia, etc., all of which are within the capacity and experience of the possible partner organizations of the Center.

Fourth, to undertake continuing research on the Philippine press, journalism, media and communication to enable it not only to intelligently respond to developments affecting free expression, and media and pres issues,  but also to explore initiatives in enhancing press freedom and professionalism, as well as alternatives to the current state of journalism practice..  Tracking legislation affecting the press and the media in the Philippines as well as the rest of the ASEAN countries will also be a major concern of the UPCMCMRC as part of its advocacy of free expression and press freedom.

While drawing from the faculty and other resources of the College, the Center will offer only short-term, extension courses of from a week to a month’s duration, both within the country as well as in other ASEAN countries that may require training in communication and media theory and practice, in reporting gender and women’s issues, the environment, human rights and justice, peace, conflict and crisis, and other specialized areas.

While building on and continuing the work of the Graciano Lopez Jaena Community Journalism Workshop, which was focused not only on training community journalists in journalism skills but also on the coverage of major issues of local and national concern, it will also undertake and encourage  research on media issues at the community, national, and regional (ASEAN) levels.

For these purposes and in anticipation of future developments in the media, it will also train practitioners in the use of the new media and the new communication technologies, and will offer programs on online publication and blogging.


-          Community Media

-          Impunity Watch

-          Media Ethics

-          Law of the Mass Media

-          Blogging, Citizen Journalism and the New Media

-          Media Theory and Practice

-          Self Regulation and Professional Standards

-          Human Rights and Justice Reporting

-          Investigative Journalism

-          Political Economy of the Mass Media

-          Women, Gender and Children

-          Environment

-          Indigenous People’s Rights

II.      The Media Literacy and Media Education Desk

All of these extension efforts toward the training of practitioners in the field are also envisioned to be further strengthened by the continuation and revitalization of the Media Literacy programs that CMC has been offering to media educators around the Philippines.

With the implementation of the K to 12 curriculum in Philippine education, in which Media Literacy as a main course, alongside possible media-related electives, have been instituted, the UPCMCMRC will be an important center for the training and (continuing) education of primary, secondary, and even tertiary media educators.

At the onset, it is envisioned that the UPCMCMRC would help in preparing the teachers across the nation to handle the now prescribed media literacy course. In the long run, the Center will continually develop its methods and tools and pedagogic processes, so as to continually influence and help improve media education among the youth. It is hoped that, in the near future, it will also begin to develop new materials that could be useful to media educators and to aid these educators to media-savvy in the creation of their own classroom materials. Hence, the media literacy trainings would eventually include the training of teachers not just in classroom pedagogy but in production and the use of new media.

The five modules of the media literacy training-workshop for teacher-participants, at the onset, aim to:

-          introduce the underlying principles of media literacy;

-          present how various forms of mass media produce information;

-          stress the importance of critical thinking in decoding the messages provided by the media; and

-          stimulate discussion about the challenges confronting media-generated knowledge and identify appropriate measures to deal with them

Initially, the participants will be introduced to the key concepts of media literacy. These principles serve as a guide in developing the following modules:

  • The Newspaper

This module will familiarize the participants on the different sections of the newspaper   and the rationale for its structure. It will also explain the process of news gathering and       news writing, as well as identify news values and elements of a good story. Ethical issues affecting today’s journalists will also be tackled.

  • Listening to the Radio and Watching Television

Enabling teachers to be critical consumers of radio and television is the target outcome of these modules. Radio and TV will be discussed in terms of their (1) political and economic contexts, (2) current situation as instruments of communication and as industries, and (3) existing genres and production practices.

  • Watching Films

To appreciate cinema and understand its socio-cultural and economic relevance, particularly in the Philippines, is the primary objective of this module. Likewise, it intends to assist participants in analyzing and interpreting films.

  • Using the Internet

Aimed at helping teachers to increase their understanding of the Internet, this module    will attempt to explain the benefits and risks of Internet use for the youth. Additionally, it plans to equip them with basic skills to maximize the gains and minimize the pitfalls of Internet technology.

The UP CMC intends to train teachers from public and private high schools, at first, from within the National Capital Region (NCR) and, later, as with the Lopez Jaena Workshop, from all around the Philippines.

Reputable academics and media experts from the UP CMC will serve as the resource persons of the training workshop, including one or two professors will discuss the key concepts of media literacy and will provide the synthesis at the end of the activity.

Currently, there are five modules developed by faculty members of the four departments of the College:

  • Journalism – for The Newspaper module
  • Broadcast Communication – for (1) Listening to the Radio and (2) Watching Television,
  • Film Institute – for Watching Films, and
  • Communication Research – for Using the Internet

III.    The Digital Media Archives

The Digital Media Archives is an important endeavor for the preservation of existing media materials that through time were acquired with the end in goal of providing materials that will enhance the education and training of communication and media students not only in UP Diliman but also envisioned on a national scale. The Digital Media Archive is the repository of a “collective memory” of Philippine media, UP’s histories through various university events recorded in various media formats, UP’s contributions to the country’s development, etc. The Digital Media Archives through its collection can also provide for the “cultural cross-sections” as well as cultural insights about Philippine Media and the UP’s history and the country’s.

The Digital Media Archives is envisioned to serve as a resource center for visual and aural cultural artifacts and heritage of the UP and of the country. The currently, the CMC houses hundreds of valuable and historic audiovisual materials in various formats. It is envisioned that these precious materials will, first of all be preserved and restored, and then be classified, systematized, and made accessible again to the public. The Archives is also envisioned to grow its collection of digital materials and to eventually showcase these materials via “digital museums,” and the like.

IV.   The Gawad Plaridel

This is the highest award given to media practitioner, bestowed by the University of the Philippines.  It aims to provide role models for students and young practitioners of media and communication. And the Gaward Plaridel is envisioned to be the “popular” mouthpiece of the UPCMCMRC to the public, in its promotion of integrity and honesty in media practice.

Established by the U.P. College of Mass Communication, the annual U.P. Gawad Plaridel is the sole award by the University of the Philippines system given to outstanding media practitioners.  It bestows honor on Filipino media practitioners who have excelled in media (print, film, radio, television, and new media) and performed with the highest level of professional integrity in the interest of public service.  The recognition, which comes with a Napoleon Abueva trophy, is given to one practitioner in one medium for each year.  The awardee is expected to deliver the Plaridel Lecture which addresses important media issues.

The U.P. College of Mass Communication announces its Call for Nominations for the UP Gawad Plaridel during the first quarter of the year. Individuals and institutions, including media corporations, professional media associations, media advocacy groups, educational institutions, cultural foundations and NGOs, may be able to nominate. All nominees are subjected to a two-tiered screening process. The first round of deliberations is usually held in April of every year.  The UP CMC Dean selects the members of the Screening Committee from the regular faculty of the College.  The Committee then evaluates and shortlists the nominees.

The Screening Committee is guided by the following criteria: 1) The nominee must be known for integrity and probity; 2) The nominee must have produced a body of work that is marked by excellence and social relevance; and 3) The nominee must have achievements recognized nationally and/or internationally.

The Council of Advisers conducts the final round of evaluations of the candidates for the award and selects the UP Gawad Plaridel recipient from among the finalists endorsed by the Screening Committee.  The Council of Advisers is composed of the UP CMC Dean, two (2) representatives from the College, and two (2) from outside the College, which may include a past awardee of the category.

The awarding ceremony features an audio-visual presentation (AVP) highlighting the recipient’s achievements, as noted by experts and colleagues.  Part of the awards rite is the delivery of the Plaridel Lecture where the awardee discusses important media-related issues, including personal insights that could inspire others to become responsible media practitioners. The lecture is later published in PLARIDEL: A Philippine Journal Communication, Media, and Society, the bi-annual, peer-reviewed, refereed, and academic resource publication of the UP College of Mass Communication.

Held every July (in line with the death anniversary of Marcelo H. del Pilar) at the UPFI Film Center, this yearly tribute is witnessed by close to a thousand media professionals, students, academics, and officials from both within and outside the University, as well artists and other media enthusiasts.

Since its inception in 2004, the UP Gawad Plaridel has been bestowed upon eight (8) outstanding media practitioners: Eugenia Duran-Apostol (2004, Print), Rosa Vilma Santos (2005, Film), Fidela “Tiya Dely” Magpayo (2006, Radio), Cecilia “Cheche” L. Lazaro (2007, Television), Pachico A. Seares (2008, Community Print), Kidlat Tahimik (2009, Independent Film), Eloisa Cruz-Canlas (2011, Radio), and Florence “Rosa Rosal” Gayda (2012, Television).

Media Literacy Training / Desk: This provides teacher and media training for a critical understanding of media and communication.  This desk will be tasked to developed modules and online resource on the laws of mass media, media ethics, impunity watch, community journalism and media, women and gender, children, environment and disaster reporting, and the political economy of mass media, among others.

V.     Science, Engineering and Technology Communication Program

This UP Diliman-based program aims to empower scientists and engineers with communication and production skills for a popular audience.   It will provide documentary filmmaking workshops to scientists and engineers to be able to popularize their field research and findings; train community and alternative journalists in the area of science, engineering and technology reporting; develop protocols on scientific endeavors involving disaster reporting and post-disaster management; and to produce documentaries of more contemporary research with serious implications on the public.

The UP Padayon Disaster Response Team organized in late December 2011 in disaster-struck Iligan City shows the public service character of the national university.  It is the intention of the UP CMC to share its expertise in helping improve media coverage of disasters like the one brought about by Typhoon Sendong, as well as ensuring the popularization of scientific studies to reach a broader audience.

The main objectives are: 1) To help improve media coverage of disasters; 2) To make selected scientific studies understandable to a broader audience through training; 3) To help improve the skills of academicians and journalists. Particularly in research, writing and reporting; and 4) To enable S&T academics to video document field work, and to come up with documentary of researches for a popular audience.

Program Components and Activities:

  1. Research
    1. Content analysis of media coverage of the disaster and related matters
    2. Critical discourse analysis of media coverage of disasters to develop protocols for reporting and covering of disasters, post-disaster management, and disaster prevention
    3. Training
      1. Workshops on Disaster-Reporting
      2. Seminar-Workshops for Scientists and Engineers to popularize scientific writing for the mass media
      3. Seminar-Workshop for Journalists (print, broadcast, multimedia) to popularize scientific writing for the media
      4. Documentary production for academics: empowering Scientists and Engineers for media coverage
      5. Production of documentaries on disasters, disaster response, and disaster prevention for students and popular audiences through the establishment of a UP Production Outfit
      6. Scientist and Media Conference
        1. Presentation of results of the research outputs (content analysis and critical discourse analysis)
        2. Presentation of journalistic outputs from the three seminars and workshops

VI.   The Women, Gender, Children and Media Program

In support of the mainstreaming of women and gender issues in UP Diliman, the program aims to develop training modules and resources on the issue of women, children and gender in media.  A possibility is to come up with an annual prize for gender sensitive and children-responsive reports and media works.

Moreover, it is also envisioned for this program to conduct a media-monitoring capacity, which could com out with regular public reports. Such reports would not only aid in media research and education, but would also have a direct impact on policies and advocacies.

Since the program is only in its conceptual stage, the following are proposed as initial components of a Gender and Development (GAD) Program within the College, on the premise that the Committee is the College’s GAD Focal Point (GFP), in compliance with the mandate of R.A. 9710 or the Magna Carta of Women:

  1. Propose two (2) gender courses in the undergraduate program
    1. Common course (elective) on Media and SOGI (Sexuality Orientation and Gender Identity); and
    2. GE course on Gender and Media Literacy.
    3. Institutionalize Gender Sensitivity Training (GST), with training needs assessment and feedback mechanism
      1. Require attendance of all faculty and non-teaching staff;
      2. Attendance as a requirement for annual student organization registration (minimum of 5 per org, 3 officers and 2 students); and
      3. Integrate into Freshman Orientation activities; integrate into orientation during advanced freshman registration in May.
      4. Establish a counseling/grievance committee

A safe space that employees and students can go to outside of the formal process of the Office of Anti-Sexual Harassment (OASH).  To require:

  1. Development of peer counseling facility;
  2. Training of counselors;
  3. Establishment of hotline/email; and
  4. Creation of a referral system.
  5. Conduct a gender audit of the College

To determine if we are in compliance with the mandate of R.A. 9710, in particular the implementation of Gender and Development programs in all government agencies, the cost of which shall be charged to the unit’s budget in the amount of at least five percent (5%).

  1. Conduct/support regular gender awareness/consciousness raising activities, such as:
    1. Forum on relevant Philippine laws and international covenants, including:
      1. R.A. 7877, or the Anti-Sexual Harassment Act of 1995;
      2. R.A. 9262, or the Anti-Violence Against Women and Children Act of 2004;
      3. R.A. 9710, or the Magna Carta of Women;
      4. Pending bills on Anti-Discrimination;
      5. Convention Eliminating All Forms of Discrimination Against Women (CEDAW); and
      6. UN instrumentalities such as the Millennium Development Goals.
      7. Forum on University policies and structures on gender, including:
        1. UP Implementing Rules and Regulations (IRR) approved by the Board of Regents (BOR), on R.A. 7877;
        2. UP Diliman Code of Student Conduct (provision on discrimination and sexual harassment, upon approval by the University Council and the BOR);
        3. Office of Anti-Sexual Harassment;
        4. UP Diliman Gender Office; and
        5. University Center on Women Studies.
        6. Produce a booklet of relevant laws, policies and other information, for reference of employees and students.
      8. Support relevant advocacies, including:
        1. Anti-Discrimination Policy in the University; and
        2. Gay Pride March and similar activities.
      9. Study the need for and feasibility of establishing a day-care facility;
      10. Setup a media-monitoring arm that would release regular public reports that would aid researchers, academics, policy-makers, and advocacy groups.