Content analysis of published articles on police in selected newspapers : its implication to police image / Zenaida S. Domingo. 6

Thesis (M.A.) -- Pamantasan ng Lungsod ng Maynila, 1996.;A thesis presented to the Graduate School of Arts and Sciences and Education, in partial fulfillment of the requirements for the degree in Master of Arts in Communication Management. 56

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ABSTRACT: The completion of this study titled Content Analysis of Published Articles on Police: Its Implications to Police Image was based on the assumption that there is a relationship between the favorability and unfavorability of published articles on police and the police image. The study further determined the significant relationship of the content characteristics of articles on police such as the types of articles, page/quadrant location, space allocation and treatment of facts. These assumptions were reflected on the following specific objectives: 1. What types of articles about the police are published in the newspapers? 2. How many are favorable, very favorable, neutral, unfavorable and very unfavorable? 3. What treatments do these articles on police get from the media? How are they presented? 4. What type of article is usually given emphasis or importance in terms of display and placement, space allocation and page/quadrant location? 5. Which newspapers (regular-sized or small-sized) published the most number of favorable, very favorable news stories, editorials and editorial columns on police? The most number of unfavorable, very unfavorable news stories, editorials and editorial columns? 6. What policies or courses of actions can be recommended to enhance police media relations and the police images itself? The study employed the content analysis method to answer the stated specific objectives. Three widely circulated regular-sized newspapers or broadsheets namely the Manila Bulletin, Philippine Star and the Philippine Inquirer, and three widely circulated small-sized newspapers or tabloids namely Peoples' Journal, Peoples' Tonight and Abante were subjected to analysis. Mondays, Tuesdays and Fridays were the results of the random selections of sampling days. A total of 1,043 articles were content analyzed based on the matrix form of instrument of content analysis used. Quantitative data were tallied and reflected in tables and figures together with their interpretation. The following major findings of the study were revealed: 1. Most of the news stories, editorials and editorial columns about the police published in selected regular-sized and small-sized newspapers in 1994 were very unfavorable or very negative (Combined N=454 or 43.53%). a. The bulk of very unfavorable articles on police was composed of news stories published in regular-sized newspapers (N= 180) and small-sized newspapers (N= 201). b. Very favorable articles numbered 212. 2. Both regular and small-sized newspapers published the most number of news stories on police which were surface reports (5 Ws + 1 H) or given treatment 1 (N= 857). Very unfavorable news stories lack in depth analysis. A small number of these news stories got Treatment 2 (N= 6), three (3) were published in the regular-sized newspapers and another three (3) in the small-sized newspapers. 3. Small-sized newspapers ran the high number of very unfavorable news stories which were given the highest emphasis and prominence on Quadrants 1 and 2 on the upper fold of the front page (N= 140). a. Tabloids likewise ran the longest very unfavorable news story on police measuring 59 column-inches while regular-sized ran the longest very favorable type measuring 39.1 column inches. 4. Both regular and small-sized newspapers published the most number of very unfavorable editorials (Combined N= 16) and very unfavorable editorial columns (Combined N= 57). Based on these findings the following conclusions were posited: 1. The newspapers presented a barrage of very unfavorable or very adverse articles on police projecting the negative aspect of the police. The hot glare of very unfavorable stories on police, considering the strong informative and persuasive capabilities of the press, has significant relationship to the police image. 2. The negative / adverse topics on police played up in news stories, editorials and editorials columns this contribute to the erosion of the good image of the PNP. 3. Content characteristics of published articles on police such as the type of articles, space allocation, page location, quadrant location and treatment of facts have significant relationship with the police image and how it is projected / presented on the pages of newspapers. It can be deduced that newspapers give importance and emphasis on police matters as evidenced by the wide space and conspicuous position / placement of published articles about the police provided by the newspapers. 4. The management and columnists of the six commercial papers focused their attention on police matters by discussing, criticizing and castigating the PNP and its poor performance especially its non-capability to maintain peace and order in the country and misbehavior of its members. 5. Though offenses are committed by a few or 10% to be exact, the entire 97,703 member-Philippine National Police is dragged into the limelight by negative newspaper reports. The following measures were recommended: For PNP Leadership and Mass Media Practitioners/Management A. Intensify the PNP's Public Relations Efforts An effective, concerted public relations effort should be funded by the police organization. This included an intensified networking with media people, the Philippine Information Agency (PIA) and other agencies as well. The operationalization of this recommendation will ensure the publishing of a well balanced blend of favorable (positive) and unfavorable (negative) stories about the police. Both types of stories will be allotted with equal space and level of prominence/emphasis. Since negative stories are staple news, positive ones should be pushed more aggressively. This can be done by consciously generating positive stories from all levels of the police organization, especially the top, then having a strong public relations effort to ensure that these stories see print. Through the intensified public relations program, the public will get informed and enlightened about the development efforts of the PNP referring to its institutionalization of reforms to project the clean, unquestionable image of the police. The PNP is bent on weeding out the scalawags in its ranks through Complan Pagbabago, its disciplinary mechanism. Likewise, the public will be informed about the on-going skills and manpower training of the organization for its uninformed men as part of its capability-building program. Also, with the intensified public relations efforts of the PNP, publishing in-depth reports on police will be realized. In-depth reports provide substantial and intellectual breadth of stories. News with analysis focus on the problems plaguing the police organization and tracing the root causes of these problems as well as giving them appropriate solutions. B. Forge a joint PNP-Media partnership or tie-up for manpower/skills enhancement and scholarship grants. More training for police reporters of newspapers and public information officers should be conducted to hone to writing skills and sharpen their awareness on ethical standards of their professions. Training maybe conducted by experienced newsmen and public relations practitioners with minimal honorariums for their effort. Funding requirements may be sources from the budget of the Public Information Office of the PNP. PNP-Media partnership will also pave the way for the media people to instill commitments as responsible journalists. The PNP offers scholarship to deserving dependents of PNP men. In an agreement between the PNP and media, perhaps one or two of the newspapers, like the Manila Bulletin which is known for its humanitarian and philanthropic work, can sponsor this scholarship program for children of policemen, especially those with writing talent or those whose policemen-fathers died on duty. The Inquirer and the Star may also be approached for this scholarship program, or the top-earning ABS-CBN and GMA 7. C. Conduct more researches regarding media and police matters to guide policymakers and program planners for immediate evaluation and more concrete solutions to problems besetting both sectors. Future areas for the study may be follow-through study of this research work which will cover the years 1995-1996.

The Planning and Research Service or the Crime Prevention and Coordination Service of the National Police Commission as well as the Directorate for Research and Development of the PNP are tasked to do this and have allotted funds for the said purpose. This can also be implemented by private think tanks and research organizations from the academe or from the business community, in tie-up perhaps with legislative research staffs. Funding can be sources from committees on peace and order of both houses of Congress (Senate and House of Representatives) or from individual senator and congressman who have taken the cause of peace and order, including the fight against illegal drugs, as their personal causes. Other RECOMMENDATIONS: A. For Mass Media Practitioners Always write and publish the truth Accuracy, decency, impartiality, fair play, responsibility and truth should always prevail in the works of mass media practitioners. Practicing journalists, particularly police reporters, should be information disseminators for social cohesiveness, always inspiring goodwill and considering public welfare. B. For Students of Mass Communication: Seek the truth and develop courage to do it. Imbibing positive values such as the values of truth, fairness, independence, honesty and sense of responsibility as well as inculcating positive attitude should always be applied when masscom graduates considered the new breed of communicators, plunge to actual journalism and broadcast jobs. C. For the Reading Public Use their best judgement and not to believe all they read from the newspapers. Readers have to buy and read effective and credible periodicals. They should be militant and alert in expressing what

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