media as cultural workers

My previous post quoted Felice Prudente Sta. Maria's take on media organizations and practitioners as cultural workers.

The idea of media as contributors to culture should be nothing new to those of us who believe that the media do not act as mere documenters or recorders, but as active participants in the life of a nation.

Broadsheets, tabloids, magazines, radio, TV, the Internet -- all reflect current culture. More importantly, however, they highlight aspects of a way of life that their audience can relate to or otherwise react to. They may also -- knowingly or unknowingly -- set trends, or act as channels for these trends, in thought, behavior, speech, and fashion.

Take any newspaper. The different sections reflect what is current -- what is worth knowing -- in that particular aspect of our lives. As both storehouse and channel of information, the newspaper's success depends on how complete the information is, and how accurately it conveys it. But as the nature of news media goes, the newspaper must accomplish that work today. Tomorrow is another day, with new demands for completeness and accuracy.

The relevance and effectiveness of our media as cultural agents also lies in how effective they are as communicators, if not creators, of our common memories and aspirations. That is, the different media mirror not only the present, but also the past and the future. These memories and aspirations -- whether good or bad -- form part of our culture.

How a newspaper covers an event is the present. But how it celebrates or commemorates that same event years later -- such as its specials on the 1986 Edsa Revolution -- rekindles our collective memories as a nation. In the same way, how it looks ahead -- by reporting new developments or infrastructure projects, for example -- gives hope.

Media tell stories and paint pictures of our lives, of our society, of our nation -- and these become rooted in our culture. The telling of these stories and the painting of these pictures must be done responsibly, ethically, and with the welfare of the audience at heart. For the workings of media -- whether good or bad -- also form a culture of its own, which become part of the larger culture of our nation.