Cebu Print Media Coverage of the 2010 Elections
Second Monitoring Period
(February 28-March 13, 2010)
CEBU’S ENGLISH-LANGUAGE DAILIES SHIFTED COVERAGE
FROM LOCAL TO PRESIDENTIAL ELECTIONS
Weeks 3 and 4 (February 28-March 13) of the monitoring period showed an increase in the
percentage of election-related reports in Cebu’s English-language dailies from 19 percent to 22
percent (335 election-related reports to 1,511 news hole). Both Sun.Star Cebu and The Freeman
allocated 23 percent of their news holes to election-related reports while the Cebu Daily News
had 19 percent. A shift in emphasis from the local to the Presidential elections was evident.
Placement
Only 4 percent of election-related reports were on the front page; the rest were in the inside
pages (96 percent). From 19 bannered election-related reports in Weeks 1 and 2, this
decreased to eight reports in Weeks 3 and 4, although the Cebu newspapers continued to
provide primary treatment of election-related reports; 62 percent (198) of election-related
reports in the inside pages were placed in the main news sections and 38 percent were
distributed in the secondary sections like Nation, Business and Community. Note however the
difference of Cebu Daily News from the average data (second chart below).
Placement
Focus/Election-Related Area
Overall, coverage of the local elections (116) was second to coverage of “Elections in general”
(119). However, data for each newspaper in Weeks 3 and 4 of the monitoring period reveal a
shifting focus in the election coverage of Cebu’s English-language dailies from local electionsdominated in the first monitoring period to a growing coverage of the presidential elections.
Except for Sun.Star Cebu which remained largely local elections-focused, the presidential
election was already on top of the coverage of the Cebu press, followed by “Elections in
general.” Party-list coverage decreased further.
Focus
Themes
With 122 reports, Cebu’s English-language newspapers continued to report significantly on the
conduct of the campaign, including the unofficial campaign activities of candidates for the local
elections where the campaign period is yet to officially start on March 26. Comelec issuances,
rules, promulgations, actions and processes under the theme, “Other Comelec-related issues”,
was still the second most covered election-related theme with 84 reports.
While the theme "Development/Policy issue" came in third, a number of these reports lacked
background and deeper treatment or tended to rely solely on motherhood statements from
politicians. For example, a report entitled “Spend public funds on projects that help the poor:
de Venecia,” quoted extensively senatorial candidate Jose “Joey” de Venecia III. However,
nearly all the quotations sourced from a press conference were motherhood statements on
poverty, corruption and rice importation. Such a report could be more relevant for voter’s
education with the inclusion of background research on De Venecia’s track record and
proposed programs.
More information and depth was achieved in the report “Nephews hit campaign trail to woo
youth for ‘Tito Noy’”. The article blends human interest (Aquino nephews defend LP
presidential candidate Benigno “Noynoy” Aquino III against charges of autism and “weirdness”),
survey standing (“statistical tie” between Noynoy and Manuel “Manny” Villar Jr., according to
the latest Pulse Asia survey), a local ally’s political platform (gubernatorial candidate Hilario
Davide III’s planned review of Capitol’s questionable contracts and focus on district hospitals,
should he win), and the reaction of a political opponent to the candidate’s statements.
The local press has shown sustained, if not increasing, coverage of the political battle through
personality-oriented reports (74) and cockfight or mudslinging themes (65). “Complaints or
reports of irregularities” also increased from 23 (Weeks 1 and 2) to 42 reports (Weeks 3 and 4).
There were fewer reports on “Election-related violence/Peace and order” as the heated
political conflict in northern Cebu, or the initial interest it generated, tapered off.
The top development or policy issues in Weeks 3 and 4 were corruption (18), health (13), the
environment (13), and infrastructure (12). The corruption angle and the tip that voters should
not vote for candidates corrupting the Church emerged, for example, when during the
launching of the "Vote God" campaign of the Church, Cebu Archbishop Ricardo Cardinal Vidal
admitted to receiving candidates' donations. The Comelec pointed out that this was illegal.
Though the candidates might be assisting charity, they might also be corrupting church leaders
or getting the implicit endorsement of Vidal.
At a school forum in Cebu, presidential candidate Richard Gordon also repeated his accusation
that his rival Manny Villar offered him a Cabinet position and a reimbursement for his campaign
expenses if he withdrew from the presidential race. The other report was a repetition of this
point, with Gordon noting that Villar also made an offer if Gordon would conspire for the
toppling of Juan Ponce Enrile in the Senate's investigation of C-5 road extension project.
Education (eight), the economy/jobs (eight), governance (eight), and poverty (eight) were also
reported about from the pronouncements of candidates. Reproductive health also became an
issue in six election-related reports as church groups embarked on their "Vote God" campaign
and amid the related issue on the distribution of condoms by health officials in the campaign
against AIDS/HIV.
Themes
THEMES
SUN.STAR
CEBU
FREEMAN
Campaign
Contest/Horse race
Polls/Surveys
Cockfight
Personality/Character/Record
Development/Policy Issue
Poll automation
Other Comelec-related issues
Complaints/reports of irregularities
Election-related violence/peace & order
The "Arroyo factor"
Civil society and elections
Other themes
54
17
10
37
42
29
10
37
31
10
5
12
25
31
9
17
24
17
31
8
27
7
16
11
8
27
CEBU
DAILY
NEWS
37
2
1
4
15
17
6
20
4
9
4
7
7
Total
122
28
28
65
74
77
24
84
42
35
20
27
59
Photos and Artwork
There were 108 photos, four caricatures, four infographics and one artwork about the elections
in Weeks 3 and 4. Presidential candidate Noynoy Aquino had the most number of photos in the
papers at 14. He was followed by Manny Villar (nine), Joseph Estrada (eight), and Richard
Gordon (six). Other personalities with photos in election-related reports were President Gloria
Macapagal-Arroyo (five), Ricardo Cardinal Vidal (five), Mar Roxas (four), and Tomas Osmeña
(four). Cebu gubernatorial candidate Hilario Davide III had more photos (four) of him in the
papers than reelectionist Cebu Governor Gwen Garcia (two) although the latter appears more
frequently as a subject and source in election-related reports.
The newspapers published photos showing candidates giving aid to fire victims. One was a
contributed photo showing Rep. Raul del Mar and his chief of staff Cutie del Mar giving cash
assistance to fire victims. The caption (“In less than 24 hours after their houses were razed in a
fire…”) and the “Del Mar” campaign shirt worn by Cutie del Mar, running for congressional seat
in Cebu’s north district, frame the subject in a favorable light. The photo was placed beside an
unrelated story, “SC to ATO: return lot to family”.
Another photo showed three Kusug (local) candidates giving a plastic bag of relief goods to a
mother and infant, one of the Tisa fire victims. The photo is approximately ¼ of a page and
positioned above the fold. The prominence of size and placement seem to ironically comment
on a nearby story, whose headline reads, “Politics ‘threatens’ aid”. A third photo showing
another Kusug candidate directing aid for fire victims was published with a related article.
Captioned “Shelter,” the photo shows Barangay Captain Mary Ann de los Santos supervising the
distribution of housing materials and other aid to barangay Lahug fire victims. The
accompanying story, “’No politics’ in fire victims’ aid” quotes the Kusug candidate running for a
congressional seat as saying that “the aid is not some campaign gimmick.” However, there was
no mention of the individual or party making this accusation against her in the first place. De los
Santos was the only source quoted in the story. Del Mar (BOPK) and De los Santos (Kusug) are
vying for the same congressional seat. Taken together, the photographs balance any perceived
bias. However, as mentioned earlier, news readers are not necessarily serial readers. There is
also a discrepancy of days between the Del Mar photo (Mar. 7) and De los Santos’ article and
photograph (Mar. 11) so readers may not see the connection.
Subjects
The most reported news subject was still the Comelec (80). With increasing local press coverage
of the presidential election, survey frontrunners Aquino (47) and Villar (42) were more
frequently reported than the other presidential candidates. Estrada also became more visible as
a news subject with 35 reports compared to only 16 reports about him in the first monitoring
period. Other presidential candidates in the news were Teodoro (32), Gordon (10), Eddie
Villanueva (seven), Ma. Consuelo “Jamby” Madrigal (four), John Carlos "JC" de los Reyes (three),
and Nicanor Perlas (two).
The vice presidential candidates in the news were Mar Roxas (18), Jejomar Binay (seven), Loren
Legarda (six), Bayani Fernando (four), and Edu Manzano (two). Senatorial candidates in the
news were Juan Ponce Enrile (10), Gilbert Remulla (seven), who also happens to be the
spokesperson of the Nacionalista Party, Vicente Sotto III (seven), Neric Acosta (six), Ralph Recto
(six), and Risa Hontiveros-Baraquel (six). Others were Jinggoy Estrada (five), Franklin Drilon
(four), Joey de Venecia (four), Ruffy Biazon (four), Alex Lacson (three), Gen. Danilo Lim (three),
Ramon "Bong" Revilla, Jr. (three), Susan Ople (three), Adel Tamano (two), Col. Ariel Querubin
(two), Ferdinand "Bongbong" Marcos, Jr. (two), former Cebu governor Lito Osmeña (two), Pia
Cayetano (two), and Kit Tatad (two).
Local personalities on top of election-related reports were still Cebu City mayor Tomas Osmeña
(42) and Cebu governor Gwen Garcia (27), ahead of their respective rivals—Jonathan Guardo
(15), Osmeña's rival for the Cebu City South district congressional post, and Hilario Davide III
(14), son of the former Chief Justice and Garcia's challenger for the gubernatorial post.
NGOs, civil society and civic groups also became more frequently featured as news subjects
with 39 reports, including "election watch" efforts, voters education and organizing candidates'
forum. There were also reports about civic and Church-affiliated organizations voicing their
stand on issues like reproductive health and corruption. The Church also became more
prominent in election-related reports with 22 reports.
Subjects
NEWS SOURCES
(Top 25)
COMELEC
Noynoy Aquino
Manny Villar
PNP/Police
Tomas Osmeña
NGO/Civil society
Joseph Estrada
Gibo Teodoro
Gloria Macapagal-Arroyo
Gwen Garcia
CBCP/Catholic Church
Liberal Party
Nacionalista Party
Mar Roxas
BOPK-Liberal Party (local party)
Jonathan Guardo
Hilario Davide III
One Cebu Party
Alvin Garcia
Kusug (local party)
Pwersa ng Masang Pilipino (PMP)
Juan Ponce Enrile
Lakas-Kampi-CMD
Richard Gordon
Regional Trial Court
SUN.STAR
CEBU
35
10
13
8
22
14
9
9
6
7
7
4
2
4
11
7
5
6
4
9
4
4
1
4
4
FREEMAN
27
20
18
23
13
17
18
14
21
13
8
13
13
8
4
5
4
3
4
2
5
5
7
3
2
CEBU DAILY
NEWS
18
17
15
11
7
8
8
9
5
7
7
5
5
6
2
3
5
4
4
1
3
1
2
3
3
Sources
The Comelec continued to be the top news source for Weeks 3 and 4, with its local and national
officials interviewed or quoted in 62 reports. What was notable for this period was the
prominence of the Church as a news source (15 reports) with the launching of the "Vote God"
campaign and the church officials voicing their stand on morality, corruption and reproductive
health.
In the first monitoring period, incumbent Gov. Gwen Garcia was quoted as a news source in
election-related reports far more often than her rival Hilario Davide III, at a ratio of 3:1. For this
study period, the ratio was 1:1— Garcia in eight election-related reports and Davide in seven.
In covering campaign rallies, reporters tended to estimate crowd size in a campaign based only
on the opinion of a single and partial source. Cebu City Sports Center manager Ricky Ballesteros
estimated 60,000 people in the report about the Liberal Party rally organized by local Bando
Osmeña and LP allies, the source may not also be impartial, aside from being the only source of
the crowd estimate. The slant favoring the LP and its local allies was balanced by the follow-up
story where LP allies and critics gave their varying assessments of the LP proclamation party. It
must be noted though that news readers may not be serial readers and may miss reading
follow-up stories.
Sources
NEWS SOURCES
(Top 25)
COMELEC
PNP/Police
Tomas Osmeña
NGO/Civil society
CBCP/Catholic Church
Cebu Provincial Capitol
Jonathan Guardo
Noynoy Aquino
Joseph Estrada
Manny Villar
Gwen Garcia
Eugenio Faelnar
Gilbert Remulla
Gloria Macapagal-Arroyo
Hilario Davide III
Prosecutor's Office/DOJ
Richard Gordon
Victor Buendia
Pwersa ng Masang Pilipino
Media
Ralph Recto
Gibo Teodoro
Kugi Uswag Sugbo (Kusug)
Malacañang
Neric Acosta
SUN.STAR
CEBU
30
4
15
11
2
6
6
1
2
1
5
2
3
6
2
7
1
2
1
4
4
2
FREEMAN
18
18
7
7
6
3
4
6
6
4
3
1
6
4
2
2
4
2
4
4
1
1
2
CEBU DAILY
NEWS
14
6
3
2
7
2
1
3
1
5
4
1
1
1
2
1
3
1
4
1
Slant/Focus
All three newspapers during this period were basically neutral in 280 of 337 election-related
reports or 83 percent of the stories. Of the slanted reports, there were 29 with a positive slant
and 32 with a negative one. Manny Villar both had the most number of stories with both
positive (six) and negative slants (five). These were found in reports like Richard Gordon's
accusation that Villar tried to buy him out of the race, in poll surveys (“Villar, Aquino remain
‘tied’ in latest survey,” “Villar not moved by recent survey results”), and endorsements by
various groups. In the report "Pro-life groups back candidacy of Villar," the headline did not jibe
with the report as there was actually no definite decision yet if the groups would support Villar
because they were still in the process of considering other candidates.
Some national news reports filed by wire agencies like Sunnex, Philippine News Agency and
Agence France Presse did not present all the sides in a controversy. The report “Bishop: Voters
list padded by 5 M” cited Church sources alleging that the Comelec had discontinued the
cleansing of the voters list. However, the Church official declined to name the former
commissioner who blew the whistle on Comelec. The story did not carry the Comelec’s reaction
to the allegations of flying voters. The New People’s Army (NPA) was reported to have killed a
local candidate in Pasacao in the Bicol peninsula. The NPAs were also alleged by a Comelec
official to be eyeing P2-5 billion for extortion from candidates. However, neither article
reported the reaction of the NPA.
Most of the reports provided adequate background (88 percent.) Most included context to
show the complex and shifting alliances among the candidates in the national and local
elections. Cebu politicians and political parties select a variety of politicians and parties to
endorse (e.g., One Cebu’s endorsement of Lakas-Kampi-CMD’s Gilbert “Gibo” Teodoro but not
his vice-presidential running mate Edu Manzano). The complexity of alliances cuts across
political clans and parties. While Gov. Gwen Garcia and the One Cebu party endorse Teodoro,
the governor’s relatives and fellow candidates, Alvin and Raymund Garcia lead Kusug party
mates in endorsing Nacionalista Party standard bearer Villar.
An example of context woven in the news coverage is “Recto addresses rally, but stays off
BOPK’s list.” The reporter wrote an illuminating fact that may be only known among longtime
observers of local politics: “Because the BOPK is not a political party recognized by Comelec, it
coalesced with the LP so that its candidates are running under the banner of Sen. Benigno
“Noynoy” Aquino III’s party.”
Neutral reports
Neutral vs. Slanted Reports
Positive Slant
Manny Villar
Noynoy Aquino
Liberal Party
Joseph Estrada
Gwen Garcia
Gibo Teodoro
Negative Slant
Manny Villar
Comelec
Gloria Macapagal-Arroyo
Tomas Osmeña
BOPK-LP (local party)
New People’s Army
Lakas-Kampi-CMD
SUN.STAR
CEBU
1
1
1
1
2
1
SUN.STAR
CEBU
1
2
1
2
1
FREEMAN
CEBU DAILY
NEWS
5
1
1
1
1
FREEMAN
2
1
1
CEBU DAILY
NEWS
2
1
1
2
1
1
THE CEBU BISAYA-LANGUAGE DAILIES
In the second monitoring period, 19 percent of the reports in Cebu’s Bisaya-language dailies
were election-related (100 election-related reports in a 518-report news hole), lower than the
22 percent during the first monitoring period. Banat had more election-related reports
numerically and proportionally than SuperBalita at 51 (22 percent) and 49 (17 percent),
respectively. Some of the reports were stand-alone public relations-like photos of candidates
appearing in the “Komunidad” (Community) page.
Placement
Most of the election-related reports (97 percent) were in the inside pages. Banat had three
election-related reports in the front page. Of the 97 reports in the inside pages of the two
papers, 24 (25 percent) are in page 2.
Placement
Focus
There was no significant change in the focus of the election-related reports of the Bisayalanguage dailies during this period. Both reported more on the local elections in Cebu with 53
reports, followed by “Elections in general” (28) and the presidential election (25). Party-list,
senatorial and vice-presidential elections coverage remained meager.
Focus
Themes
Reporting about campaign sorties, strategies and other campaign activities of the candidates
and their parties was still the top theme of the election coverage of the Bisaya-language dailies
(32 reports). Candidates attacking their opponents also received significant attention as the
second most covered theme with 20 reports. Standing out among these reports were the
politicians in Talisay City, particularly vice-mayoralty candidates Aberdovey Belleza and Alan
Bucao who were quarreling over their respective parties’ standing in the surveys and other
issues.
“Other Comelec-related issues” moved three notches down from being the second leading
theme in the first monitoring period. Corruption, poverty and governance were the top issues
in reports with the theme “Development/Policy Issue.”
Themes
THEMES
Campaign
Cockfight/"He said-she said"
Development/Policy Issues
Personality/Character/Record
Other Comelec-related issues
Election-related violence/peace & order
Polls/Surveys
Civil society and elections
Contest/Horse race
Other themes
Poll automation
Complaints/reports of irregularities
The "Arroyo factor"
SUPERBALITA
17
10
6
6
5
9
5
3
1
0
2
3
2
BANAT
15
10
11
7
7
3
6
8
9
5
2
1
2
Total
32
20
17
13
12
12
11
11
10
5
4
4
4
Photos and Artwork
There were 39 election-related photos in the Bisaya-language dailies, most of them in Banat
(31). Five photos featured Benigno III "Noynoy" Aquino, four, Cebu Archbishop Ricardo Cardinal
Vidal, and three, President Gloria Macapagal-Arroyo. One of the photos on Aquino with Cebu
gubernatorial candidate Hilario Davide III welcoming him at the airport was on, the front page
of Banat. In the community page of Banat, photos of party-list Rep. Jun Alcover of the Alliance
for Nationalism and Democracy (ANAD), an anti-communist organization, appeared three times
showing him in various activities, thus projecting ANAD in a positive light. Candidate for Cebu
City councilor Margot Osmeña, wife of Cebu City Mayor Tomas Osmeña, and candidate for
Cebu City North district representative Rachel “Cutie” del Mar, daughter of the Rep. Raul del
Mar, were also featured in similar p.r.-like fashion in the community page.
Other news subjects with photos were Jonathan Guardo (2), Manuel "Mar" Roxas III (2),
Lakambini Reluya (1), Hilario Davide III (1), Alvin Garcia (1), and the Aquino nephews (1).
Senatorial candidates with a photo each were Vicente "Tito" Sotto III, and Gilbert Remulla.
Subjects
The most frequently reported news subject in the second monitoring period was the Liberal
Party (21), including personalities and candidates speaking on the party's behalf. This was
followed by the party's standard bearer Aquino (18), Comelec (15), Manuel “Manny” Villar Jr.
(14), Cebu City mayor Tomas Osmeña (10), and Joseph Estrada (10). This was the period where
the Liberal Party held a major rally with local party ally Bando Osmeña Pundok Kauswagan
(BOPK) in Cebu.
Notably, SuperBalita reported the political intramurals in neighboring Talisay City, featuring
reelectionist Vice Mayor Alan Bucao and his challenger Aberdovey Belleza. In the background
was Bucao's ally, Mayor Socrates Fernandez, who has been under attack for allegedly trying to
protect his controversial son Joavan. The latter has been accused of illegal drug use and of
harassing people.
Subjects
NEWS SUBJECTS
(Top 27)
Liberal Party
Noynoy Aquino
COMELEC
Manny Villar
Tomas Osmeña
Joseph Estrada
Nacionalista Party
Gloria Macapagal-Arroyo
Gibo Teodoro
Gwen Garcia
ANAD Partylist
Aberdovey Belleza
Alan Bucao
Jonathan Guardo
Kugi Uswag Sugbo (Kusug)
NGO/Civil society
Ricardo Cardinal Vidal
Lakas-Kampi-CMD
Socrates Fernandez
Alvin Garcia
BOPK
Ma. Luisa Loot
Sun Shimura
Raul del Rosario
Mar Roxas
Benhur Salimbangon
Celestino Martinez III
SUPERBALITA
BANAT
Total
11
8
7
6
4
4
5
3
2
4
2
5
4
2
2
2
2
2
4
1
3
4
4
4
1
3
3
10
10
8
8
6
6
4
6
6
4
5
1
2
4
4
4
4
3
1
4
2
21
18
15
14
10
10
9
9
8
8
7
6
6
6
6
6
6
5
5
5
5
4
4
4
4
4
4
3
1
1
Sources
The Comelec remained the top news source on election-related reports in this period with 10
reports. It was followed by the Liberal Party (6), the PNP (5), Pulse Asia (5), Aberdovey Belleza
(5) and the Church (5).
Sources
NEWS SOURCES
SUPERBALIT
(Top 27)
A
COMELEC
5
Liberal Party
3
PNP/Police
5
Pulse Asia
3
Aberdovey Belleza
5
CBCP/Catholic Church
3
Jonathan Guardo
2
NGO/Civil society
2
Gloria Macapagal-Arroyo
2
AFP/Military/DND
1
Tomas Osmeña
Ricardo Cardinal Vidal
2
ANAD Party-list
1
Alvin Garcia
1
Manny Villar
1
Sonny Pua
2
Socrates Fernandez
2
Dory Emit
2
Gwen Garcia
Danny Caballero
2
Noynoy Aquino
Ashley Acedillo
National Union of Lawyers in the
Philippines (NUPL)
Mar Roxas
1
Raul Bacaltos
2
Edu Manzano
1
Joseph Estrada
1
BANAT
Total
5
3
10
6
5
5
5
5
4
4
4
3
3
3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
3
1
1
1
1
2
2
2
2
1
1
1
2
2
2
2
2
Slant/Focus
Majority of the election-related reports were provided with adequate background (72 percent).
Reports that lacked background included some of those on the contest among candidates,
which simply carried partisan accusations sans context, motherhood statements from
politicians on issues, and reports about survey results.
The Bisaya-language dailies remained generally neutral at 84 percent of the time for this
period. Of the slanted reports, eight were positively-slanted and 10 negatively-slanted. Three
election-related reports from Banat were biased for the anti-communist group ANAD party-list,
the same observation in the first monitoring period. Conversely, leftist candidates for senator
Liza Maza and Satur Ocampo got one negative report each.
Neutral reports
Neutral vs. slanted reports
Positive Slant
ANAD Party-list
Vicente Sotto III
Ariel Palcuto
Joel Solon
Margot Osmeña
Rachel “Cutie” del Mar
SUPERBALITA
1
BANAT
3
1
1
1
1
1
Negative Slant
Manny Villar
BOPK-LP (local party)
Socrates Fernandez
Noynoy Aquino
Satur Ocampo
Nationalist People's Coalition
Nacionalista Party
Constancio Suezo
SUPERBALITA
1
2
1
BANAT
1
1
1
1
1
1
Liza Maza
1