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Pampanga Agricultural CollegeMagalang, Pampanga
Institute of Arts and Sciences
“A Case Study of a Local NewspaperAs Mass Media Form:”
Sun Star Pampanga – for Print Media
In partial fulfillment for the requirements in Dev Comm 11
(Introduction to Mass Media)
Prepared by:
Malonzo, RubiaCunanan, Kriss KringleManalang, YabigailBondoc, Angelica MarieBulaun Edward
Submitted to:
Ms. Chrysl Avegeil S. NobleInstructor
Dev Com 11
Introduction
The Philippine press has undergone striking changes. Throughout its history,
having been regarded as one of the freest in the world for some time like its counterparts
in other free countries, it has made great strides in matters of technique, content and
treatment. (Rosario Nem Singh 1987)
It is in the Spanish Period that print media was introduced. By then newspaper
were born. Sooner, many kinds of periodicals have been printed, proving that the
country, Philippines has a free will in terms of speech, of expression and of the press.
A newspaper is one of the mass media forms that is published periodically,
usually daily or weekly, containing the most recent happenings. It presents data in
clearly designed text and provide detailed information. It is in this publication where
important topics can be covered in a series of articles. It was also described to be
influential in creating awareness and mobilizing public opinions. Finally, it can provide
people the articles that can be shared and kept as reference.
Today’s newspaper shows a wider, deeper and more imaginative coverage of
international news. The shift reflects the growing concern for world affairs yet, it is also
very good to know on how community newspapers have touched people’s lives not only
in its premises (locally) but also nationally.
Research Objectives:
1. To identify/describe one of the existing newspapers in the province of Pampanga.
2. To have a preview/knowledge about the history of the established newspaper in
the said province.
3. To have a knowledge on how a newspaper is being operated and managed.
4. To list/enumerate the problems encountered by the established newspaper and the
solutions made by the management.
5. To be able to see the significance of a newspaper in the community, specifically
in Pampanga.
Methodology
An interview of the newspaper’s general manager, Mr. Narciso C. Sula Jr., with a
prepared questionnaire as a guide was conducted by the group researchers in order to
gather all the necessary data about the study. The group went personally to the general
manager’s office lending a formal request letter for an interview before hand.
The researchers went to the new office of Sun Star Pampanga at Tire City
Compound, Ms Arthur Highway Dolores, City of San Fernando not only to ask some
questions to the general manager and the staff but also to see the whole package of the
community newspaper, in other words to see what and how is the set-up as well.
The group also visited the newspaper’s printing room located at the ground floor
of the building to take some photos for documentation and of course to see and observe
personally the machines and other mechanical devices used for printing the newspaper.
We were not able to go further of the room were photos are developed/printed because it
is closed for the reason that the production of newspapers starts in the evening according
to one of the staff who assisted the group in the place.
The researchers, even in just a short span of time were able to meet and to know
the people behind the community newspaper but not all the writers because some were
out for news-gathering and field work.
With this personal visit in the site, it enabled the researchers to get valuable and
accurate information on any related matter about the study.
Results and Discussion
Newspaper - Sun Star Pampanga
Website - www.sunstar.com.ph/pampanga
E-mail – sspdaily@yahoo.com/sspdaily@gmail.com
Location – Tire City Compound, Mc Arthur – Highway, Dolores, City of San Fernando
A Brief Background
Sun Star was established first in Cebu in 1979. Its major audience were in the
South and in 1995, former DOTC Secretary Garcia initiated a partnership of Sun Star in
Pampanga which was then called Sun Star Clark. From weekly issues of the newspaper to
thrice a week went up to daily issues when Laus Group became the partner of the
newspaper in July 2000. Having now a bigger scope, it was renamed from sun Star Clark
to Sun Star Pampanga. Also, the newspaper hold its former office in Dau, Mabalacat then
transferred to Tita’s Commercial Building II, San Fernando – Olongapo Highway, San
Fernando and is recently in the Tire City Compound, McArthur Highway, Dolores, City
of San Fernando, Pampanga.
Sun Star Pampanga is a community newspaper, not necessarily profit-oriented but
promotes certain advocacies. It’s main objective is to give people the right information in
the right place and at the right tine, especially the people in Pampanga. It has a tagline
“Sun Star Pampanga No.1 in readership” and eventually being “No.1 on the Web.”
Sun Star has its independent branches in Pampanga, Mindoro, Palawan, Cebu,
Bacolod, Iloilo, Aklan, Antique, Capiz, Cagayan de Oro, Davao, Zamboanga and Baguio.
Strategies of Operation
Looking at the practical side, according to Mr. Sula, Sun Star Pampanga runs and
is operated like any other business. It is also sensitive about the marketing aspect. He
added that the newspaper cannot survive without the financial aid of advertisers with thir
products. Because, Sun Star Pampanga do not make money by selling the newspaper
itself, so it generates money by making advertisements.
“You also have to consider workers and staff, the production/printing machines
and ink, and other supplies”, Mr. Sula said. In order for them to maintain the production
of the newspaper, the supply must be always available, must come up with the best
quality product(newspaper), cost it affordable otherwise, Sun Star Pampanga will get left
behind from other daily issues.
Mr. Sula also told the researchers that Sun Star Pampanga promotes certain
advocacies such as motivating people to open their eyes for the truth and not demote
rights of the people especially the freedom of speech, expression and of the press.
Newspaper Section and Description
Section Description
1. Top Stories International, national, local news covered
(headlines)
2. Opinion Editor’s opinion on latest issues, this page
includes the letter to the Editor and the
editorial cartoon.
3. Health News Community health issues also includes
bible passages and horoscope.
4. Classified Ads Job openings/offerings, sale, etc.
5. Entertainment(TV/Movie Guide) Showbiz issues, personalities and movie/tv
showings.
6. Feature Feature articles about the community,
entertaining topics, featured places
7. Business Economic issues/ news about
advertisements , local, national business.
8. Prime Sports Latest happenings in sports, development
and recreation (famous athletes/players)
Sun Star Pampanga reserves the right to edit commentaries and letters for length,
language, style, clarity and accuracy. It reserves the right to reject articles it deems
obscene, discriminatory or libelous. Opinions expressed in the paper are those of their
authors and do not necessarily reflect the views of the editorial department.
Problems Encountered and Solutions Made by the Management
As history dictates, newspapers before were not business-driven. But honestly
speaking, according to Mr. Sula, Sun Star Pampanga can’t help but worry about the
bottom line which is the financial aspect. As noted before, it survives because of
advertisers, yet one of the problems encountered by the management is the pulling out of
advertisements. One of the examples cited by Mr. Sula is the Robinson’s Starmills
Pampanga case when they didn’t like the news being published about their product
because of an individual who reported at Sun Star Pampanga for the unmet needs.
Mr. Sula added that the newspaper will not sell if it is all about good news. It
must have an impact to people’s everyday lives. Yet, a problem also occurs when some
people do not want to be the subject of the news. They rush in at the Sun Star
Pampanga’s Office and warns the management foe a libel suit.
A personal encounter of these problems is also encountered by Mr. Sula himself
and almost of the reporters. Because they are in the print media, they are like facing the
giants in the community especially politicians. They do get death threats and warnings
from these influential and powerful people because of some revealing or controversial
issues.
As Mr. Sula stated, you cannot solve those problems however, you can minimize
them. Problems are part of the system. As you turn the pages of this case study, one of
the solutions made by the management is shown in the photo documentation.
“You cannot avoid people getting mad especially when they are involved in
unwanted issues,” claimed Mr. Sula.
First things first done by the management in solving problems, is getting the side
of the people involved before publishing the news. Fairness must still prevail. Also, one
is not qualified in this field if he/she is faint-hearted because the job is not for the weak
people. The newspaper is an instrument in standing for the truth. Observing ethics in
writing is also one of the ways on how to solve problems according to the general
manager.
*Additional Information about Sun Star Pampanga
Editor-in-Chief : Abelardo A. Malig Jr.
Editorial Staff : Reynaldo G. Navales
Ian Ocampo Flora
Jose Victor T. De Leon
Chief Photographer : Christopher T. Navarro
Editorial Assistants : Christopher D. Sunga
Mar Benedict N. Bacquian
General Manager : Narciso T. Sula Jr.
Marketing Manager : Leslie P. Salunga
Marketing Assistant : Jhona R. Ocampo
Advertising Executive : Marissa S. Pamintuan
Angeela R. De Ala
Production : Romil Tulabut
Edward Yabut
Reggie Salas
Homer Santos
Circulation : Peter Alwin Mendoza
Jonathan Garcia
Administrative Staff : Ethel Garcia
Myka G. Buscayno
Ariel Sanchez
Russel A. Castro
Emil S. Ocampo
Summary, Conclusion and Recommendations
There’s no better way to express freedom than to have a free-press. Pampanga is
blessed with a community newspaper, Sun Star Pampanga. It only shows that people
from this community has the keen sense of democracy.
Information can do a lot of things. It drives people into action. With this fact, Sun
Star Pampanga helps people the right information in the right place at the right time,
people may be updated on local, national and even international issues.
Through the information which Sun Star Pampanga provides whether in Top
Stories, opinion, health, news, classified ads, entertainment, feature, business and prime
sports, it clearly advocates the holistic view of an individual, a well-rounded individual.
The strategies of operation of Sun Star Pampanga bears with the problems it encounters.
Indeed, it is very risky to manage or maintain a community newspaper because, of
financial matters yet it really tests one’s dedication, determination and passion in
searching the truth. Even giants in the community can’t do nothing with these qualified
attitude of a journalist, even of an individual.
The significance of Sun Star Pampanga in the community directly stated by Mr.
Sula is that it promotes debate among people. Once an individual is well – informed, he
has his basis in everything and it enables him to stand for what is right. For instance, you
can choose a good leader in the community by simply reading articles in the newspaper.
In short, it will help you decide. Sun Star Pampanga also promotes the economy. People
will get to know the products and job openings by checking the business and classified
ads section. There is also exchange of goods. This newspaper also creates a sense of
community. Democracy is not very vibrant on communities which do not have this
media. It is a pride for Kapampangans to have its own newspaper (daily issues). Besides,
the newspaper itself may serve as a basis or reference for truth.
The saying “Customers are always right” is not true always. Take the case of Sun
Star Pampanga it sometimes antagonize people even if it is advertisers, powerful and
influential people just to tell the truth and stick to its guiding principle.
Learning from the Process
Rubia C. Malonzo
One newspaper has a motto, a practical one as mottos go: “If you ask no
questions, you will be told no truths.” Well, when I first heard about the word “case
study”, it scared me a lot. Why? I don’t know the reason behind, maybe I am just always
looking and considering my comfort zones and that scary word can’t be seen in my zone.
It’s my first time to conduct a case study. It’s quite different from the previous researches
I’ve done.
The motto in the first paragraph challenged me much more than I imagined. An
interview with the general manager put some butterflies in my stomach but prayer, as
always, through the Holy Spirit, convicted me not worry on that simple matter.
It was fun doing the study and it excites me a lot meeting people with the same
interest as mine which is journalism. I, together with my groupmates had a great time
especially when we went to San Fernando to know personally the people behind Sun Star
Pampanga. Mr. Jun Sula, the general manager of the newspaper left us these significant
recommendations: as DevComm students, we must read a lot, improve our skills in
writing, work more even extending school hours, have the passion, feed our brains with a
lot of things (good things of course), involve in activities that is for self – improvement,
find out our potentials, care for the happenings around us, devote ourselves for personal
improvement and finally have the guts!
I learned that development is also about thinking and writing, I am very thankful
to the Lord for giving us the courage to pursue and finish this scary word “case study!”
Angelica Marie G. Bondoc
When I first heard the word “case study” I thought it will be a very difficult
research work for us. Yes, it’s quite difficult because it needs a lot of patience for us to
come up with a sensible research paper/narrative report. But at the same time, conducting
a case study is fun and it excites me, even my groupmates.
Together with my groupmates, definitely we enjoyed it, especially when we went
to San Fernando to conduct an interview with the General Manager of Sun Star
Pampanga, Mr. Sula. Because of this interview, I learned a lot of things, Mr. Sula told us
that we should read a lot, feed our brains, improve our writing skills, care for the
happenings around us, and how to communicate with others effectively. I gained some
pointers on how to become a good researcher. I learned that gathering information is not
that easy. Lastly, I gained more knowledge about community newspaper and community
broadcasting that somehow will really help me in my chosen profession someday.
Yabigail S. Manalang
Before we started interviewing Mr.Sula,the General Manager of Sun Star
Pampanga, he asked first where we live, where we study and what course do we take.
Then he told us also his brief background. After that, we started interviewing him and I
was so excited.
I have learned, according also to Mr. Sulfa that you must take the course you
really want, enjoy life, your studies and the good things. Mr. Sula and the staff were very
approachable we are so glad that they welcomed whole heartedly especially the general
manager
I also learned that a newspaper is standing up for the truth and it gives people the
important, and it helps our economy when people buy the advertisement. And also I
learned that free press is important, without it, you cannot see the democracy. Sun-star
Pampanga also encountered some problems, like some people do not want to be the
subject of the news. I have learned that the problems that comes in their company or in
the community newspaper can be minimize, but you cannot solve it.
And lastly, I learned that if you want to be a journalist or if you want to work in a
newspaper company you must have read a lot to improve your skill, to be passionate, to
devote yourself a lot and you must excel in writing, reading, and speaking and on how to
communicate with others without abusing. I want to go back in sun-star Pampanga to
visit them again and thanks for the wonderful experience and it may help me a lot.
Kriss Kringle Cunanan
I realized that “patience” is important in conducting the interview to be able to
come up with our case study. During the interview of Mr. Narciso Sula Jr. the General
Manager of Sun Star Pampanga, I learned that it is a community newspaper, not for profit
but for certain advocacy. I also learned that it is not easy to run a newspaper publication.
Like other businesses, Sun Star Pampanga is a business driven. It also encounters
problems like any other newspaper. One of this worrying about the bottom line (profit).
Some people may not like to be the subject of the news. But these problems cannot be
solved because those are realities. It is part of the system.
I learned a lot about Sun Star Pampanga after interviewing Mr. Sula. The most
important was that I gained more knowledge about community newspaper. I gained some
pointers that I may not forget “observe the ethics” according to Mr. Sula. I’m happy that
I experience doing a case study. It may help me a lot in my chosen profession someday.
Edward Bulaun
I have learned a lot from our case study. I learned that you cannot go to a work
like journalism, newspaper, writing, etc. if you do not love reading, speaking and writing.
Second, if you want a big salary don’t work for a newspaper publication. Lastly, media
like newspaper, radio, tv are good for people, but it is not when abused.
PHOTO DOCUMENTATION
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