Reaction Paper - Use of Social Network Service by Broadcast Media

AURE, LELILA G. (2007-0228)                                                              TECHNOLOGY AND THE LAW

ATTY. BERNE GUERRERO

REACTION PAPER

IS IT PROPER FOR THE BROADCASTING MEDIA NETWORKS TO USE “SOCIAL NETWORK SERVICES” OR SUGGEST TO USE “SOCIAL NETWORK SITES?

Social network sites are undeniably gaining a lot of popularity these days which according to PCPortal website, there are about 750 million users of Facebook followed by LinkedIn, MySpace and Twitter.  Social networks are services on the Internet which allow a person to build networks, nurture relationships and share media (Manovich, L 2003 in Quilinguing, K 2011).  It is also worth noting that social network sites are web-based services that allow individuals to create a public or semi-public profile within a bounded system; to articulate a list of other users with whom they share a connections and those made by others within the system; and view and traverse their list of connections and those made by others within the system (Boyd, D. M. and Ellison, N. B. 2007). 

Broadcast media on the other hand, “covers a wide spectrum of different communication methods such as television, radio, newspapers, magazines and any other materials supplied by the media and press” (http://www.lib.uct.ac.za/infolit/media.htm).  In todays broadcast media, it is not uncommon to hear, see or read request to their audiences to participate in any discussion, programs or activities using a prticular social network.  Thus, social networks have become a medium of communciation between the broadcast media and their audiences.  In addition, it’s utilization in the broadcast media is aimed at increasing its audience share and to solicit news stories from their followers. 

In this regard, an issue arose as to the approprietness of suggesting a particular social network by media broadcasting networks?

I think, the use of a social network by broadcast media is acceptable given its important role in the society.  Broadcast media especially its news and public affairs program were design to inform the public in general.  It is worth mentioning that in today’s highly competitive environment, broadcasters need to use every technology to reach the audience whenever and wherever they are (Grotticelli, M 2009).  However, extra-ordinary caution must be exercise by broadcast media in using reports, stories and other information provided by their followers in the social network especially if it entails public safety or individual’s privacy.

On the other hand, Article 2 Section 1 of the 2007 Broadcast Code of the Philippines encouraged the airing of public affairs program to give the public the opportunity to participate in the discussions of current issues, concerns and events.  As noted, social networks have become an avenue for broadcast media to encourage the people to participate in the common issues.  A good example would be the “Bayan Mo, iPatrol Mo” which maximized new media for reports on irregularities in government offices before, during and after the election (Quilinguing, K 2011).  Furthermore, Mirandilla-Santos stressed people are not only blogging to keep track of their thoughts but also inform people in their network of an event, to serve as political watchdogs and to give calls to action (Mirandilla-Santos, G 2011)

Moreover, thru social networks, broadcast media can receive feedback or comments about their programs that they can use to improve its design.  Thus, helping them to tailor fit their programs to the needs of their audience.  In this way, broadcast media can serve their primary purpose of existence.  It is also worth mentioning that the United States and the Philippines government have started using social media to engage the public and to promote greater transparency in governance (Quilinguing, K 2011).  Hence, both the Obama and the Aquino administrations have established social media accounts which allow online users to communicate more conveniently with administration officials.

Finally, the use of social network by broadcast media should be welcome as long as it promotes fairness and objectivity especially in disseminating news stories and information to the public.  It is worth to note that broadcast media is playing a siginifcant role in the society, thus, it is imperative for them to be more innovative in providing timely and useful information to the public and one way to do it is to use social networks as a medium to deliver or share timely news stories or information that are of interest to their audiences/public.  Hence, there are no significant rationales for broadcast media for not using social network.

References:

Boyd, D. M. and Ellison, N. B. 2007, Social Network Sites: Definition, history, and scholarsip, Journal of Computer-Mediated Communication, 13(1), Article 11.

 http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html, viewed on July 12, 2011.

Grotticelli, M 2009, Social Networkinghelps stations increase audience,

http://broadcastengineering.com/news/social-network-helps-station-0918/, viewed on July 13, 2011.

Kapisanan ng mga Brodkaster ng Pilipinas 2007, Broadcast code of the Philippines.

http://www.kbp.org.ph/wp-content/uploads/2008/04/Broadcast%20Code%20of%202007.pdf, viewed on July 12, 2011

Mirandilla-Santos, M. G. 2011, A-List Filipino Bloggers and Their Readers: Who they are, why they access blogs, and how they perceive and participatein politics?,

http://www.scribd.com/doc/49764715/A-List-Filipino-Political-Bloggers-Readers-Mirandilla-NCPAG-Feb-26-11, viewed on July 13, 2011.

PCPortal Philippines Premier Computer and Gadget Portal Site, Social Networking Sites Ranking,  July 10, 2011,

http://www.pcportal.ph/2011/07/social-networking-sites-ranking/, viewed on July 10, 2011.

Quilinguing, K 2011, New Media as Transparency Tools, UP Forum,

http://www.up.edu.ph/upforum.php?issue=41&i=361, viewed on July 10, 2011.