CHAPTER I

The Problem and Its Background

Introduction

Broadcasting lets a wide variety of audience be informed through any medium such

as television, radio and internet (Nwammuo, 2009). GMA Network and ABS-CBN are among the

leading broadcasting networks in the Philippines. According to ABS-CBN’s website, its network

is the media unit of ABS-CBN Corporation. It was first launched as Alto Broadcasting System on

October 23, 1953 and the first station in Asia to broadcast through privately owned

corporation. It is also the first cross-media entity owned by a family (Tuazon, 2014). Meanwhile,

GMA Network formerly known as DZBB TV Channel 7 is owned by GMA Network, Inc. It was

founded on June 14, 1950 and is located at Quezon City, Philippines (Dow Jones & Company,

Inc., 2014). It owns a wide array of media-related businesses and by far, it is the only Philippine

media company to have won the coveted Peabody Awards for excellence in journalism (2000

and 2010), and the Best Terrestrial Television Station of the Year (2005) from the Asian

Television Awards (GMA Network, Inc., 2014-2015). Furthermore, these networks both provide

media and entertainment related services. These networks’ programming consists of several

types, entertainment program is among those.

Entertainment Program includes celebrity profiles which can be done through

promotional footage, one-on-one interviews, award shows, galas and tributes (Canadian Radio-

television and Telecommunications Commission, 2011). Moreover, entertainment program is

interactive. The host, including the guests, leads the whole program with interviews,
discussions, and speeches. At the same time, a specific theme is applied for the content of the

show (Hilliard, 2000). Furthermore, Scannel (1991) as cited in Chin (2004) states that

entertainment program is also message-oriented; its objective is to have an exchange of

information between the host, the guest, and other participants of the show. One example of

entertainment programs is the talk show in which various topics are discussed informally and

viewers, or the studio audiences are invited to participate in the discussion (Oxford University

Press, 2014).

Buzz ng Bayan and Startalk are the flagships of ABS-CBN and GMA’s Entertainment

Talk Show Programs respectively. Buzz ng Bayan, formerly known as The Buzz and now The

Buzz 15, started its broadcast on October 20, 2013 and aired its last episode on May 11, 2014. It

is the first fully-interactive entertainment talk show of ABS-CBN that changed the usual format

of showbiz talk shows. It features local celebrity gossip and news and levels up audience

engagement in the discussion about the latest issues that affect the lives of ordinary Filipinos.

Included in the redefined segments are Top News Item, Opinions, and Panel Discussion (ABS-

CBNnews.com, 2014). On the other hand, Startalk is the country's longest running showbiz talk

show premiered last October 1, 1995. It aims to give credible, accurate and substantial showbiz

news every week to the viewing public. Also, one of their segments allows the hosts to state

their personal point of view on relevant entertainment issues (Godinez, 2009).

However, through diverse sources, in most cases Entertainment Programs come

across the same information but gets different views from their own perspectives (Roosa,

2002). It is explained through framing which is the process wherein the writers and editors try

2
to be objective in creating the story by seeing it evenly and making it clear to the viewers (Ryan,

1999). Entman (1993) also defined framing as choosing an angle of the story or event and

making it more important in such a way as to define an issue. Similarly, framing is focused in

the most essential part of an issue that helps the readers in determining what the controversy

is all about (Gamson & Modigliani, 1989).

Framing is associated with Framing Techniques. The proponents of the study

adapted Fairhurst and Sarr’s (1996) seven framing techniques named metaphor, stories,

traditions, slogans, jargon and catchphrases, artifacts, contrast, and spin. Metaphor adds a new

sense to the thought by simply comparing it to something else. Another is stories that contains

camera shots, editing or transitions, musical scoring and sound effects wherein you frame a

subject in a manner that can be easily remembered by the means of these multimedia

elements. Third is the traditions that help in spreading details or information with the

limitations of different rules applied. Also included in the framing techniques are the slogans,

jargon and catchphrases that helps the audience in recalling the subject with the use of

language. Artifacts may also be considered as a technique by reflecting values, traits, and

culture in relaying information. Contrast, on the other hand, defines the distinctive

characteristic of the subject. Lastly, the spin defines a subject in balance.

In addition, some factors that may affect the framing techniques of a television

program is its production techniques or commonly known as the multimedia elements.

According to Welch 1979, these elements convey more meaning rather than the words that a

person can hear in a program. At the same time, television does not only use words, the

3
production uses these elements as well to create an impact to the viewers of the show (Kidd,

1989). Bernard Timberg also adds, as cited in Kidd 1989, that these elements shape our

unconscious response to the program and that these elements are with much power in putting

ideas in the mind of the viewers out of their awareness.

Furthermore, these framing techniques can be seen in many different issues and

television programs to enhance news presentations (Reese, S. et al., 2001). However, a lot of

issues rose early this year 2014 such as the Moro Islamic Liberation Front (MILF) and the

Philippine Government’s sealing and finalizing of the last document for the Framework

Agreement on the Bangsamoro; the controversial Pork Barrel Scam; the storm surge of typhoon

Yolanda and its survivors and; the incident that involves ABS-CBN talent – Vhong Navarro and a

model – Deniece Cornejo (The New York Times, 2014).

Among these issues, Vhong Navarro-Deniece Cornejo Incident stood out for the

following reasons: 1.) the subject of controversy involves a well-known ABS-CBN TV personality

and a model of various products and companies; 2.) it can be featured both in showbiz and

regular news thus, it will be given so much time to be talked about; 3.) it has been in the

headlines for three months starting January 25, 2014 and continuously broadcasting news

updates about the said incident of Vhong Navarro and Deniece Cornejo and; 4.) it is about

sexual indiscretion and extortion which is now a viral issue in the society according to the

increasing number of rape victims in the Philippines yearly based on PNP Women and Children

Protection Center’s statistics (GMA News Research). These were the reasons that led the

researchers to choose the issue as the take off of this research.

4
 Vhong Navarro-Deniece Cornejo issue has been all over the news channels and

became the trending topic in social media after Vhong Navarro was mauled on January 22,

2014. It is also one of the most controversial issues this year, since it has been on the headlines

in a long period of time. Moreover, it has been broadcasted among major news organization in

the Philippines including ABS-CBN and GMA. However, the issue presents the discussion of rape

culture, patriarchal laws, or infidelity, or class-partial showbiz justice.

Buzz ng Bayan and Startalk both covered the case of Vhong Navarro and Deniece

Cornejo Incident, but may framed it differently. It was reported by Pep.ph, the leading

entertainment website of the Philippines:

“Nagpapagaling ngayon sa isang ospital ang comedian-TV host na si Vhong

Navarro, matapos siyang mabugbog ng anim na kalalakihan sa The Fort, Taguig

City, noong Miyerkules, January 22…

…Naibalita ngayong araw, January 24, na inatake si Vhong ng ilang mga hindi

kilalang lalaki sa isang condominium unit sa The Fort, na kanyang pinuntahan sa

imbitasyon ng isang kaibigang babae.

Ayon pa sa report, itinali, piniringan ang mga mata, binugbog, at hiningan pa

diumano ng pera ng mga suspek si Vhong.” (Pep.ph, 2014)

The proponents decided to research on this topic to understand how Entertainment

flagships of GMA and ABS-CBN may differ in framing a celebrity-related issue on television that
5
helped the proponents in identifying which angle of the incident must be emphasized and will

be given focused for the particular program.

This study sought to understand the framing about Vhong Navarro and Deniece

Cornejo Incident by analyzing the coverage of the GMA and ABS-CBN’s Entertainment flagships

– Buzz ng Bayan and Startalk.

Statement of the Problem

The main purpose of this study is to determine the different framing techniques used on

the two entertainment programs: ABS-CBN’s Buzz ng Bayan and GMA 7’s Startalk in

broadcasting the case of Vhong Navarro and Deniece Cornejo Incident. Specifically, it will seek

to answer the following questions:

1. How does Buzz ng Bayan frame the story of Vhong Navarro and Deniece Cornejo Incident

based on the framing technique in terms of:

1.1. background information given; and

1.1.1. interviews; and

1.1.2. footages?

1.2. total coverage?

2. How does Startalk frame the story of Vhong Navarro and Denice Cornejo Incident based on

the framing technique in terms of:

2.1. background information given; and

6
 2.1.1. interviews; and

2.1.2. footages?

2.2. total coverage?

3. In what aspects of framing may Buzz ng Bayan and Startalk differ?

4. Which angles about the Vhong Navarro and Deniece Cornejo Incident were given more

emphasis on Buzz ng Bayan and Startalk in terms of:

4.1. Application techniques used; and

4.1.1. order of sequence in the program;

4.1.2. time exposure; and

4.1.3. multimedia elements?

4.2. Program host/s’ comments and/or opinions?

5. What particular framing technique was applied by Buzz ng Bayan and Startalk in the Vhong

Navarro and Deniece Cornejo incident:

5.1. metaphor;

5.2. stories;

5.3. traditions;

5.4. slogans, jargons, and catchphrases;

5.5. artifacts;

5.6. contrast;

5.7. spins?

7
Significance of the Study

Upon completion of the study, it will be beneficial to the following:

ABS-CBN and GMA. The networks will gain more knowledge of the awareness of some viewers,

specifically Mass Communication students, regarding some specific framing techniques they

used for them to be balanced, fair, and unbiased in presenting stories similar to this.

Entertainment Directors and Producers. This study will help them check the significance of the

story they will air to the public and will guide them in identifying the essential information

needed to provide for their broadcast.

Entertainment Writers. It will enrich their knowledge on the details and information needed for

entertainment shows and will help them write scripts with different story angles based on the

framing techniques used.

Faculty of the Department of Mass Communication and Performing Arts. This study will serve

as a reference in exposing their students to technical enhancements such as framing techniques

to doing their production requirements.

8
Mass Communication Students. With the help of this study, the students will understand the

different styles of entertainment story writing and how framing techniques differ in the

Entertainment talk program of two competing networks in terms of reporting issues in relation

to their own or even rival network’s talent.

Future Researchers. Provide reliable information about framing techniques that will serve as

the reference of future researchers in conducting their research.

Scope and Delimitation

This study, as a qualitative research, was limited to two entertainment flagship

programs of ABS-CBN and GMA which are Buzz ng Bayan and Startalk. The data were gathered

from the selected three episodes of Buzz ng Bayan and three episodes of Startalk regarding the

Vhong Navarro and Deniece Cornejo incident aired from January 26, 2014 to February 9, 2014

only. Also, the focus of this study is limited only to the case of Vhong Navarro and Deniece

Cornejo and does not include other issues involved such as Roxanne Cabanero and a female

stunt double accusing Vhong Navarro with sexual harassment. In addition to this, the

researchers focused on the seven framing techniques adapted from Dr. Gail Fairhurst and

Robert Sarr in analyzing these episodes.

The researchers used an observational checklist as their instrument to profoundly

analyze the three episodes of Buzz ng Bayan and Startalk regarding the incident of Vhong

Navarro and Deniece Cornejo.

9
 It was delimited to the effects of the framing techniques on the viewers of the two

aforementioned entertainment programs.

Definition of Terms

The following are the conceptual definitions of these terminologies that will appear in

the study:

Angles – Writer's chosen specific part of the story to give emphasis and salience of an event or

issue. (Henshall, 1991).

Case – An action that requires investigation and often related to harassment and other

circumstances that requires an immediate action (Merriam-Webster, 2014).

Coverage - The scope of the video shown in a broadcasting station or advertising company

(Oxford Dictionaries, 2014).

Entertainment Program (Talk Show) – It is sometimes a combination of news and

entertainment format and conducts interviews with authorities and celebrities. Also, this kind

of entertainment program frequently shows during afternoon and late night. This type of

program focuses on commercial purposes and gives information and clarification about

celebrity-related topics (Musberger & Kindem, 2009).

Flagship – It is the most important that represents group of things (Merriam-Webster, 2014).

Footage – The video's time length in movies or television (Oxford Dictionaries, 2014).
10
Framing – Selecting angles of a reality and make the story more salient to promote a particular

problem or a story (Entman, 1993).

Incident – An unfortunate and unpredicted event (Merriam-Webster, 2014).

Multimedia Elements – The combination of verbal, visual, and graphic contents in creating a

unique form of communication in the media (Nwodu, et. al).

Respondents – Participants who answer questions through survey or interview to seek

information and to improve the study (Wells, 2012).

Script – Written instruction of audio and visual details for the program’s flow (Musburger &

Kindem, 2009).

11