Bagong Tiktik & Tabloid Journalism
Other than the size and medium of writing, there are a lot of differences between spreadsheets and tabloids. Spreadsheets are usually associated with the notion of high-minded approach to the dissemination of news, and with an upscale readership (Rogers, 2017). In the Philippines, tabloid newspapers are in circulation and we zero in on Bagong Tiktik with 20 years of publishing experience.
Readership
When it comes to readership, there is no doubt that tabloids generate a bigger amount of readership compared to broadsheets. Because of its price, medium of writing and content, the masses prefer them over broadsheets that cater to foreigners and influential people. It is usually aimed at consumers C, D and E who can very well afford the cost and still be informed with its mix of news and entertainment.
Medium of Writing
Almost all tabloids write in Filipino with the exception of some who publish articles written in both Filipino and English language. But Tiktik, staying true to its goal to attract the Filipino masses of the C,D, and E market uses Filipino in writing all its articles even those in the features and sports section.
Use of words and euphemisms
The play of words in tabloid headlines like Tiktik piques one’s curiosity as he/she skims through it increasing the chance to get to the bottom of the story. In the communication arena,such a thing is backed-up by the arousal theory that suggests one can perform his/her task at best if only he/she is motivated. This motivation can be brought by external factors such as calm music and interesting colors among others (Arousal theory, n.d.). But in this situation, the arousal component spans sensational headlines that tempts viewers to engage themselves into reading.
Political correctness
While the one-page news indicates an effort of political correctness, Tiktik offers machismo to no avail. In the other sections of the news, the patriarchal system is seen at play: women are objectified and seen as tools to encourage viewership. Some headlines presented aren’t even news but fictional stories meant to degrade the status of women. Furthermore, some arguments presented in the editorial section are not seen as politically correct as it is not backed by any sources: no objective data and pure bias is seen.
Gender Sensitivity
Gender sensitivity in tabloids like Tiktik is seldom observed. Because doing so would limit words for eye-catching headlines and narration. Tiktik also lurks of macho-feudal thinking. An example of this is where House Speaker Pantaleon Alvarez is lauded in an editorial as a gentleman for being considerate of women who are opposing him.
Titles of Columns and their Content
Titles of columns usually give off the tone of the content such as “Balitang Worldwide” tackling news outside the country and “Blaynd Ayteym” for celebrity scoops and gossip. Opinion columns on the other hand are titled with words that are easy to recall such as “Bunyag” and “Karamba”. Tiktik’s September 11 editorial took up the rejection of DAR Secretary Rafael Mariano. Its assessment and critique of the issue was rather dull and blunt. In the end, the editorial even suggested of supporting the President even if other countries and institutions were against it, displaying its apologist undertones to the administration.Its news page is almost the same as the typical newspaper. The only difference is that this page contains spaces for ads like love potions, charms for gambling, and even inhibitors.
Layout
The front page of tabloids, particularly Tiktik, screams of letters in bold and red with eye-catching headlines and a colorful masthead. Its articles displayed in the front page have creative titles that would usually play with one’s imagination especially with double-meaning words and phrases such as “lumamutak ng monay” and “barya barya na lang kung magpahada”. The front page is also riddled with pictures mostly of celebrities and women - suggestive of stories of sexuality and fantasy inside its latter pages. This is best explained by the AIDA model or Attention, Interest, Desire and Action. In order to sell the tabloid to its consumers, it must first grab the attention through the use of images, typography, size and layout to invoke interest and the desire to buy it (Hanlon, 2013). Other lines include “Chef, ‘nagluto’ ng romansa” and “Sugarol, ‘itinaya’ ang puri”, that tackle within them sexual fantasies.
Pricing
Compared to broadsheets, tabloids are definitely cheaper. Bagong Tiktik for example amounts to just P10. Broadsheets, on the other hand, like the Philippine Daily Inquirer costs around P18 or more.
Effect on Reader
Tiktik continues and intensifies the feudal relationship between man and woman in society,i.e. patriarchal system. With the different stories meant to degrade women as mere objects, men would perceive it as the strengthening of their ego. While readers may be able at start to read up-to-date news, the next sections are but pure bias against the discourses raised by Leftists and women.
Semantics
Tiktik’s (tabloids in general) choice of words can be said to effectively send its message to its viewers. The use of colloquial language, the everyday language of the Filipino masses, may help them understand more the news delivered by the newspaper as compared to broad newspapers that use English as the medium language.
Level of Sociopolitical Discourse
As a newspaper, Tiktik still stays true to its mandate to provide timely information to its viewers. It still offers national headlines at its front page albeit accompanied by a portraits of women dressed in bikinis that has no connection to the headline. Its editorial section features analysis that only reaches the superficial level. In example, an editorial insisted on how the worsening war against New People’s Army is legitimate because of the rebel group’s exploitation of the attention the President has directed to them. The segment however did not provide a clear social investigation of the case. It did not feature what is the state of communities in the countryside and how military operations on the side of the Armed Forces of the Philippines continued even during their declared ceasefire.
Other features
Its other features such as crosswords and spaces for viewer submission make Bagong Tiktik more accessible to ordinary citizens compared to broadsheets. Its segments “Opinyon ng masa” for social analysis of simple individuals, free special messages in “Heart to Heart”, and a get-to-know me page in “Friends Tayo” provide an opportunity so that anyone can be featured in Tiktik. But what Tiktik is truly known for is its sexual content. A number of pages in the tabloid is always reserved for sexual fantasies such as “One-night stand”, “Sofia Raketera”, “Red Lady #8”, “Toting Kabute”, “Palikero”, and confessions like “True Confession”. These columns are updated on a day-to-day basis.
Recommendations:
Tiktik is one of the most popular tabloids in the Philippines. However, this newspaper is known not for its news delivery but for its culture of sexual lavishness. This tabloid contains features and segments that make is seem accessible to ordinary citizens that is seldom seen in other newspapers, even similar tabloids. Noting this, Tiktik would be better in educating its viewers through converting its expertise to effective and efficient news delivery. Development media theory tells us that the press should be for the development of the social, economic, and political aspect of the society (n.d.). Thus, critical discourses should be raised to ensure that the media isn’t a preserver of the status quo but a means to change it. This goes against the existing hegemony that some newspapers reflect voiding readers of issues that will stimulate them to question prevailing social structures.The sexual content understandably cannot be removed immediately but with a continuous amount of effort to further surmount it and pave the way for more critical news delivery and analysis will mean a lot in raising citizens that are well-versed in social issues. This approach is often called social marketing theory (n.d.) that seeks to increase the effectiveness of mass media information campaigns. When this is successfully accomplished, it will breed citizens who are socially aware. They would go against the usual dominant reading where one passively accepts the meaning of the texts. They would reach the negotiated reading stage where one screens the information he/she accepts or even the counter-hegemonic where the reader debunks what he/she reading and makes his/her own judgment.
References:
Arousal theory: In psychology, behavioral and social science. (n.d.). Communication theory. Retrieved from http://communicationtheory.org/arousal-theory/
Hanlon, A. (2013 October 07). The AIDA Model. Smart Insights (Marketing Intelligence) Ltd. Retrieved from http://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/
Normative media theory. (n.d.). Retrieved from http://www.le.ac.uk/oerresources/media/ms7501/mod2unit11/page_07.htm
Rogers, T. (2017 March 03) What's the Difference Between Broadsheet and Tabloid Newspapers?. ThoughtCo. Retrieved from https://www.thoughtco.com/broadsheet-and-tabloid-newspapers-2074248
Social Marketing Theory: In advertising, public relations, marketing and consumer behavior, business communication. (n.d.). Communication theory. Retrieved from http://communicationtheory.org/social-marketing-theory/
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