Huwebes, Hulyo 14, 2011

What is this CRAZE?


People are curious. People are interested.  People are probing.  People are hungry for information.  These are just few of the reasons why people have succumbed to being a part of the social networking craze.  People want to know about a bit of everything.  Everything: as in any thing under the sun.  Admit it or not, these things are mostly found in the Internet – in the social networking sites.  Facebook provides all sorts of advertisements, from fan page of celebrities to fan page of companies or products.  It helps people find their long lost friends.  It can even be used for stalking other people.  There is even a wide range of choices for online shopping for bags, clothes, shoes, and the like.  Instead of websites, travel agencies or companies would just have their Facebook account and voila instant promotion and advertisements!  There is also this crazy addiction to Twitter.  People every now and then update, or should I say, tweet their every move and every thought on Twitter.  Twitter is actually very useful.  It is an avenue for effective information dissemination.  Information on who’s pregnant or not, who killed who, the latest news about the world, or even about the latest tsismis. These popular networking sites seem to have taken over the lives of most people.  Even broadcast journalists – news anchor, media personalities, TV hosts and the like.  Watch or read the news and listen to the radio, these media personalities would almost always invite their viewers and listeners and even the readers to “like us on Facebook” or “follow us on Twitter”. 

Recently, the French TV and radio presenters have been banned from mentioning social networking sites such as Facebook and Twitter on air (BBC News).  It is that big of a craze that even the French government thought it should be banned.  But that is to be discussed elsewhere.  As for this entry, this “craze” posits a question on whether or not these media personalities are acting inappropriately when they invite viewers, listeners and readers to like their show on Facebook or follow them on twitter. 

         The objective of 2007 Broadcast Code of the Philippines, Section 1 provides that News and public affairs programs shall aim primarily to inform the public on important current events and issues rather than merely to entertain.  Yes, it may be true that people are entertained by these media personalities but it also cannot be denied that with these social networking sites, Twitter most especially with regard to news and public affairs, people are also informed with the current events.  “To invite” is different from “to advertise”.  Besides, these media personalities only invite the people and do not compel them to do so.  If viewers, readers and listener are interested with what these media personalities’ accounts have to say, they may freely follow.  But if not, then they won’t.  See, it is still a matter of choice for the people.  No one is being compelled here. 

         The French government sees it as a form of advertising the American social networking sites.  In one article, the French government found it unfair for other social networking sites not mentioned in broadcasts – why give preference over Facebook and Twitter when there are other existing social networking sites.  Section 11 of 2007 Broadcast Code of the Philippines provides that:
11.a. Advertisements must be clearly distinguished from the news.
11.b. Advertisements in the guise of news are prohibited. 

I don’t see this as a form of an advertisement for the social networking sites.  If not all, almost everyone is acquainted with these sites and it is actually very popular.  It even has become a habit for most people to check and update their status on Facebook and Twitter.  So these media personalities are not advertising the site, maybe they are advertising themselves or their networks.  Regardless, I don’t see anything appropriate with that.  It just so happened that they are on TV or radio while we are on the other side of the spectrum.  We sometimes “advertise” to others to do the same for us. Follow us or add us in Facebook or Twitter.  This cannot be regarded as a form of marketing strategies as against other networks.  Again, the choice lies on the people.  Media personalities mention the invite ones. There is no product launch or whatsoever to entice people to follow them on Twitter or like them on Facebook.  What entices people is the urge to be informed.

         Moreover, the 2007 Broadcast Code of the Philippines encourages the public to participate in discussions.  To air whatever concerns they have.  These social networking sites are actually very effective in letting the people communicate their thoughts and sentiments regarding the news or information disseminated.  May it be absurd or not, it gives people the chance to participate. Unlike before, when the media exposes the mishaps of the government, all people do is curse while watching at home, now, people can tweet their thoughts on the matter and like or dislike the issue.

         I don’t see this as a disadvantage to other networks.  That’s why they have ratings.  A person who is interested follows them on Twitter and likes them on Facebook.  If they are not satisfied, they can always unfollow or unike.  That is the beauty of these sites.  No permanency.  Other networks, if they feel they are behind, they can always do the same.  Create an account and advise the people about the existence of these accounts. 

         Lastly, these social networking sites are created mostly for personal use.  It is not far from blogs and news articles posted on the Internet.  It just so happened that they are called Facebook and Twitter.  News anchors can put anything about their lives.  However, for TV networks that are tasked with responsible journalism, they shall be liable for the news and information they will disseminate.  It is not really a question of inappropriateness, but maybe a question of reputability.



Disclaimer: I am not a lawyer.  Expressions and views are mere opinions supported with citations.   



Reference:

2007 Broadcast Code of the Philippines.

BBC News Technology: http://www.bbc.co.uk/news/technology-13665125 


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