COMPETITION WINNERS: UST Journalism undergraduates Jamaica Alcober, Kristyn Lazo, Mara Pangan, and Kayzee Santiago with their research adviser Jeremiah Opiniano. Photo by Chelo Birginias

MANILA, Philippines – The “dumbing down” of public discourse as a result of a market-driven broadcast industry was the research topic of the winning paper at the 2^nd National Communication Research Conference (NCRC) held Saturday, February 16, at the University of the Philippines Diliman.

The research paper entitled “McDonaldization in Market-driven Media” was co-authored by journalism undergraduates Jamaica Alcober, Kristyn Lazo, Mara Pangan, and Kayzee Santiago of the University of Santo Tomas.

The paper analyzed content from 5 major Philippine primetime news programs to identify how news is simplified, “tabloidized,” and delivered in “nuggets” to the exclusion of context and essential details necessary for good reportage.

“The simplification, localization and fast-paced delivery and presentation of television news stories in Philippine primetime news programs are manifestations of the market-driven broadcast industry today,” their research abstract read.

This is the second consecutive year that the Catholic institution garnered the top spot at the NCRC. Research adviser Jeremiah Opiniano said that an “innovative methodology” and “strong theoretical anchorage” set the paper apart.

The 2^nd NCRC was attended by over 500 participants who were students, research presenters, academicians, and media practitioners from all over the country.

Striving for excellence

In his speech during the opening ceremony, former president Fidel V. Ramos challenged the audience to aspire for a “culture of excellence.”

“Know most of the facts, create a plan of action, so you can achieve the vision,” the statesman said.

EXCELLENCE. Ex-President Fidel V. Ramos delivers inspirational talk to a crowd of graduate and undergraduate researchers. Photo by Lorenz Marasigan

The event was organized by the Communication Research Department of the University of the Philippines Diliman in cooperation with Philippines Communication Society (PCS) and the Philippine Association of Communication Educators (PACE).

“We’re doing this to contribute to new knowledge. Basically, the conference showed the kind of research that's being done by the undergraduate students in the country. Hopefully, this will just be the start of promoting a research culture among our communication schools,” said PACE Trustee Marco Polo.

Nineteen of the research papers presented during the two-day conference qualified for competition after an initial selection and double blind reviews were conducted, while 7 others were non-competing.

Competition winners were selected based on the research paper submitted beforehand (60%) and the oral presentation (40%) during the conference dates.

The papers presented centered around the theme, “Communication Research in a Glocalized World.”

Among the schools that qualified for competition were: University of the Philippines Diliman, Ateneo De Manila University, University of Santo Tomas, Xavier University, Southern Luzon State University, Colegio San Juan de Letran, De La Salle-Dasmariñas, Cento Escolar University, Miriam College, St. Paul University Quezon City, and Far Eastern University. – Rappler.com